Seizures and school nurse Dissertation Example | Topics and Well Written Essays - 2500 words

Seizures and school nurse - Dissertation Example In line with this, the Epilepsy Foundation (2011) has recently reported that there are as much as 120,000 individuals below the age of 18 years old are going through seizure and that between 75,000 to 100,000 of these young people are experiencing seizure attacks are under the age of 5 years old. On top of this figures, approximately 326,000 school-age children are suffering from epilepsy at the age of 15 years old (ibid). Considering the number of school-age students who may anytime go through seizure attack, this report will focus on describing how the school nurse should function as the coordinator of epileptic students in school and within the community circle. To allow the readers gain better understanding about this subject matter, the etiology of epilepsy, its presenting signs and symptoms, and the appropriate medical treatment, medication and its side-effects. Eventually, a literature review will be conducted to determine the best educational accommodations available to the s tudents including the organizations or special support that should be made available to epileptic students and parents based on the students concerns as they progresses through elementary, middle, and high school years of education will be explored in details. Literature Review Etiology of the Disease Etiology of epilepsy is multi-factoral by nature. Even though one can be more predominant than the other, there are some studies suggesting that the main causes of epilepsy are mostly combined genetic factors, developmental factors (i.e. birth asphyxia, malformation of the cortical or vascular development), or diseases that are often associated with epilepsy (i.e. neurodegenerative disorder, CNS infection, tumor, autoimmune disorders, hippocampal sclerosis, idiopathic generalized epilepsy, cerebrovascular diseases, cryptogenic) (Shorvon, Andermann, & Guerrini, 2011, p. 113; Silva, 2009; Wyllie, Gupta, & Lachhwani, 2005, p. 348, 351; Maudgil, 2003, p. 3). Aside from inheritable health c onditions like tuberous sclerosis, metabolic syndrome or chromosomal aberration; patients with history of alcoholism, head injury or head trauma, stroke, or the presence of vascular diseases could also trigger epilepsy (Shorvon, Andermann, & Guerrini, 2011, pp. 114 – 115; Wyllie, Gupta, & Lachhwani, 2005, p. 351). Presenting Signs and Symptoms In general, the presenting signs and symptoms of epilepsy includes: loss of consciousness or confused memory, fainting followed by excessive fatigue, excessive involuntary body movements of the arms and legs, the loss of muscle tone or movement, disturbances in the patient’s mood, behavior, sensation and perception (Silva, 2009). In case the student is going through a simple partial seizure, Silva (2009, p. 33) revealed that the school nurse should be able to observe â€Å"visual, auditory, olfactory, gustatory, or vertiginous misperception or hallucinations†. In line with this, the student may show signs of finger or hand shaking or the uncontrollable jerking of the mouth (Wagner et al., 2009). In some cases, the student may end up talking without any sense or complain about dizziness, unpleasant sights, odors, sounds, or taste in case the patient is still conscious. In case the stud

Human factors in technology Essay Example for Free

Human factors in technology Essay Man is the only being who has utilized technology, to the point that it also caused technology to change rapidly through time. Technology has been one of the most influential concepts in the lives of every human being throughout history. It was so influential that it had become one of the major deciding factors in the direction of history. Technological innovations had evolved from the simple to the very complex. From the simple stone cutting tools that prehistoric man had, to the contemporary blades that virtually do not need any resharpening at all. There had also been evolution from the very crude computing technique such as the finger counting, to the very complex supercomputers. In terms of transportation, from the very simple mode of walking and running, man had innovated transportation technology by inventing and innovating cars, planes, ships, etc. Technology had not only affected transportation and computing, but also the social and psychological scene as well. Companies whose general trade is information and technology are the ones whose organizational structure is very much affected by the technological changes. Most of the companies are either computer manufacturers or technological research companies. Apple Inc. , formerly known as Apple Computer, Inc. is an American-based multinational corporation which has its focus on technical manufacturing and designing of electronics and software programs for variations of consumers all around the world. It headquarters can be found in Cupertino, California (Apple, Inc. , 2007; History of Apple, 2007; Mesa, 1998; Apple. com, 2007). This company basically focuses on the development and support of several electronic gadgets for the market. This same company currently has its eyes focused on the innovation of already existing technologies, as well as the formation of a new breed of technology for the market. Some of its world-famous creations are the iPod, iPhone and the AppleTV. Aside from these electronic equipment and gadgets, the Apple, Inc. is also into the creation of new and better software programs. In the past, it had focused on creating and developing operating systems (OS), and specific application programs. Today, Apple, Inc. is now setting the path before it releases its newest operating system, the Mac OS X â€Å"Leopard†. Apple is very much into expanding its frontiers by exploring new ways of marketing and product presentation (Apple, Inc. , 2007; History of Apple, 2007; Mesa, 1998; Apple. com, 2007). It is now into the trend of having an online store where its products, whether hardware or software, can be bought by just a click of the mouse. The company is well-known for their very user-friendly hardware as well as software. Their iPod series, as well as their iPhone, Macintosh series of personal computers and peripherals, iLife software suite, and the Mac OS are just some of their best-known software and hardware products. Also, the company is a major supplier of prosumer software products for specialized purposes such as the audio and film industry (Apple, Inc. , 2007; History of Apple, 2007; Mesa, 1998; Apple. com, 2007). The mentioned things about Apple, Inc. , set up a background for the contemporary company. Technology has an implicit message, and that is to put everything into a very objective perspective, where everything could and should not be subject to an individual’s / group’s personal judgments or beliefs. By virtue of technology, man was able to do things such as measurement and judgment without having biases. With the use of technology, organizations can track their development without having doubts if the people who assessed them were biased about the evaluation process. But this strength is also its weak point. Being very objective would mean that the assessment would be very strict, and it would be guided by certain sets of quantified measurements such as numbers and / or a set of quantified codes. These standards for judgment and assessment can be used to evaluate employees’ activities, company sales and company economic standing. Having these strict standards would mean an easier, more efficient and more economic way of assessing the company. With these, companies such as the Apple could rely on machines about their company’s survival. Machines, which are products of modern technology, could be programmed to assess particular aspects of the company and suggest possible options about how to make the company even more productive. This may sound farfetched, but it could be a good way of looking at the possibility of how machines could help organizations in optimizing their parts. Business oriented companies such as the Apple is currently facing the possibilities of having less human members, and more help from the technology they are developing. These companies, with the help of modern technology, could be able to assess their employees using certain standards that can be input to a computer for further assessment. This way, there would be less processing time, less need for human HRD team members, less specialists in the field of assessing people, more possible members for the pool of computer and technology specialists (which could also mean more capital would be invested on the specialty of the company), and less expenses on the part of the company. Looking at the advantages posed by this method, it would be good to conclude that this could boost company income, thus uplift the lives of its employees in an economic and political sense. On the other hand, this method could also pose a very detrimental effect to the company as a whole, both in the macro and micro perspectives. One disadvantage of this method would be that without the subjective judgments of humans on human resources, it would be possible to miss important and potentially able applicants. Also, it would be possible that the programmed machines would not be able to look the implicit factors such as family background and the personality types of the applicants. Another is the fact that hardcore statistics, which programmed machines use, does not claim that the results are products of the interplay of all possible factors, instead it can only present results with the extraneous factors (which may possibly matter) omitted. References: Apple. com (2007).Retrieved August 9, 2007 from http://www. asia. apple. com/. Apple, Inc. (2007). Wikipedia: The Fee Encyclopedia. Retrieved August 9, 2007 from http://en. wikipedia. org/wiki/Apple_Computer. History of Apple (2007). ). Wikipedia: The Fee Encyclopedia. Retrieved August 9, 2007 from http://en. wikipedia. org/wiki/History_of_Apple_Inc.. Mesa, A. (2007). Apple History Timeline. The Apple Museum. Retrieved August 9, 2007 from http://applemuseum. bott. org/sections/history. html.

gattom Great Gatsby Essays: The Character of Tom Buchanan :: Great Gatsby Essays

The Character of Tom Buchanan in The Great Gatsby Out of the five main characters in the Great Gatsby, I disliked Tom Buchanan the most ( however his wife Daisy was a close second). He just didn't seem like he was a nice person, and he also seemed extremely self-absorbed. I don't believe that he and I would choose the same values that we would consider important in guiding our lives. One of Tom's important values is wealth. He was very rich and thought that it made him superior to other people. He enjoys showing off his possessions, " I've got a nice place here. It belonged to the Demaine oil man" (Great Gatsby, 12). In this case, Tom is showing Nick his house and obviously thinks that because it belonged to the Demaine oil man that it makes it a little more important. Tom thinks that poor people are inferior to him and he is quite the snob. He is from old money and often refers to the newly rich as " bootleggers", people who distributed alcohol during prohibition. Tom doesn't think much of Gatsby , and claims that he pegged him as a bootlegger the moment he saw him. When Daisy tells Tom that she is leaving him for Gatsby he says, " She's not leaving me! Certainly not for a common swindler who'd have to steal the ring to put on her finger!" ( 140). Later, Tom even sends Daisy home with Gatsby, adding that his presumptous flirtation was over. Power and control over people is something that Tom considers important in guiding his life. Throughout the novel he has shown, time and time again that he is the type of person who likes to control others and what they do. Sometimes he is nothing more than a bully and other times he is just cruel.He often talks to George Wilson, his mistress' husband about selling him his car, which he never actually intends to do. He is simply toying with the man, but becomes angry when Wilson tries to talk to him about it: " Very well then , I won't sell you the car at all... I'm under no obligations to you at all...And as for your bothering me about it at lunch time I won't stand for that at all!" (122). Tom was being extemely cruel at that moment because Wilson needed the money that would come from the car and Tom didn't care.

Computer Ethics and Information Systems

â€Å"Computer Ethics and Information Security† a. Introduction The consideration of computer ethics fundamentally emerged with the birth of computers. There was concern right away that computers would be used inappropriately to the detriment of society compromising information security, or that they would replace humans in many jobs, resulting in widespread job loss. Ethics- Guidelines or rules of conduct that govern our lives, work, behavior and communication in both public and private undertaking. Ethics are a set of moral principles that govern an individual or a group on what is acceptable behaviour while using a computer.Computer ethics is a set of moral principles that govern the usage of computers. One of the common issues of computer ethics is violation of copyright issues. Duplicating copyrighted content without the author’s approval, accessing personal information of others are some of the examples that violate ethical principles. Security – is the deg ree of protection to safeguard a nation, union of nations, persons or person against danger, damage, loss, and crime. Security as a form of protection are structures and processes that provide or improve security as a condition.Information security means protecting information and information systems from unauthorized access, use, disclosure, disruption, modification, perusal, inspection, recording or destruction Computer Ethics- is a branch of practical philosophy which deals with how computing professionals should make decisions regarding professional and social conduct. b. Discussion Computer Ethics Ethics deals with placing a â€Å"value† on acts according to whether they are â€Å"good† or â€Å"bad†. Every society has its rules about whether certain acts are ethical or not.These rules have been established as a result of consensus in society and are often written into laws. When computers first began to be used in society at large, the absence of ethical s tandards about their use and related issues caused some problems. However, as their use became widespread in every facet of our lives, discussions in computer ethics resulted in some kind of a consensus. Today, many of these rules have been formulated as laws, either national or international. Computer crimes and computer fraud are now common terms. There are laws against them, and veryone is responsible for knowing what constitutes computer crime and computer fraud. The Ten Commandments of computer ethics have been defined by the Computer Ethics Institute. Here is our interpretation of them: 1) Thou shalt not use a computer to harm other people: If it is unethical to harm people by making a bomb, for example, it is equally bad to write a program that handles the timing of the bomb. Or, to put it more simply, if it is bad to steal and destroy other people’s books and notebooks, it is equally bad to access and destroy their files. ) Thou shalt not interfere with other people's computer work: Computer viruses are small programs that disrupt other people’s computer work by destroying their files, taking huge amounts of computer time or memory, or by simply displaying annoying messages. Generating and consciously spreading computer viruses is unethical. 3) Thou shalt not snoop around in other people's files: Reading other people’s e-mail messages is as bad as opening and reading their letters: This is invading their privacy. Obtaining other people’s non-public files should be judged the same way as breaking into their rooms and stealing their documents.Text documents on the Internet may be protected by encryption. 4) Thou shalt not use a computer to steal: Using a computer to break into the accounts of a company or a bank and transferring money should be judged the same way as robbery. It is illegal and there are strict laws against it. 5) Thou shalt not use a computer to bear false witness: The Internet can spread untruth as fast as it can spread truth. Putting out false â€Å"information† to the world is bad. For instance, spreading false rumors about a person or false propaganda about historical events is wrong. ) Thou shalt not use or copy software for which you have not paid: Software is an intellectual product. In that way, it is like a book: Obtaining illegal copies of copyrighted software is as bad as photocopying a copyrighted book. There are laws against both. Information about the copyright owner can be embedded by a process called watermarking into pictures in the digital format. 7) Thou shalt not use other people's computer resources without authorization: Multiuser systems use user id’s and passwords to enforce their memory and time allocations, and to safeguard information.You should not try to bypass this authorization system. Hacking a system to break and bypass the authorization is unethical. 8) Thou shalt not appropriate other people's intellectual output: For example, the programs you write for the projects assigned in this course are your own intellectual output. Copying somebody else’s program without proper authorization is software piracy and is unethical. Intellectual property is a form of ownership, and may be protected by copyright laws. ) Thou shalt think about the social consequences of the program you write: You have to think about computer issues in a more general social framework: Can the program you write be used in a way that is harmful to society? For example, if you are working for an animation house, and are producing animated films for children, you are responsible for their contents. Do the animations include scenes that can be harmful to children? In the United States, the Communications Decency Act was an attempt by lawmakers to ban certain types of content from Internet websites to protect young children from harmful material.That law was struck down because it violated the free speech principles in that country's constitution. T he discussion, of course, is going on. 10) Thou shalt use a computer in ways that show consideration and respect: Just like public buses or banks, people using computer communications systems may find themselves in situations where there is some form of queuing and you have to wait for your turn and generally be nice to other people in the environment. The fact that you cannot see the people you are interacting with does not mean that you can be rude to them. Ethical Issues :- †¢Computers in the Workplace Computer Crime †¢ Privacy and Anonymity †¢ Intellectual Property †¢Professional Responsibility †¢Globalization Computers in the Workplace. Computers can pose a threat to jobs as people feel they may be replaced by them. However, the computer industry already has generated a wide variety of new jobs. When computers do not eliminate a job, they can radically alter it. In addition to job security concerns, another workplace concern is health and safety. It is a computer ethics issue to consider how computers impact health and job satisfaction when information technology is introduced into a workplace.Computer Crime. With the proliferation of computer viruses, spyware, phishing and fraud schemes, and hacking activity from every location in the world, computer crime and security are certainly topics of concern when discussing computer ethics. Besides outsiders, or hackers, many computer crimes, such as embezzlement or planting of logic bombs, are committed by trusted personnel who have authorization to use company computer systems. Privacy and Anonymity. One of the earliest computer ethics topics to arouse public interest was privacy.The ease and efficiency with which computers and networks can be used to gather, store, search, compare, retrieve, and share personal information make computer technology especially threatening to anyone who wishes to keep personal information out of the public domain or out of the hands of those who are perce ived as potential threats. The variety of privacy-related issues generated by computer technology has led to reexamination of the concept of privacy itself. Intellectual Property. One of the more controversial areas of computer ethics concerns the intellectual property rights connected with software ownership.Some people, like Richard Stallman, who started the Free Software Foundation, believe that software ownership should not be allowed at all. He claims that all information should be free, and all programs should be available for copying, studying, and modifying by anyone who wishes to do so. Others, such as Deborah Johnson, argue that software companies or programmers would not invest weeks and months of work and significant funds in the development of software if they could not get the investment back in the form of license fees or sales.Professional Responsibility and Globalization. Global networks such as the Internet and conglomerates of business-to-business network connecti ons are connecting people and information worldwide. Such globalization issues that include ethics considerations include: †¢Global laws †¢Global business †¢Global education †¢Global information flows †¢Information-rich and information-poor nations †¢Information interpretation The gap between rich and poor nations, and between rich and poor citizens in industrialized countries, is very wide.As educational opportunities, business and employment opportunities, medical services, and many other necessities of life move more and more into cyberspace, gaps between the rich and the poor may become even worse, leading to new ethical considerations. Common Computer Ethics Fallacies Although computer education is starting to be incorporated in lower grades in elementary schools, the lack of early computer education for most current adults led to several documented generally accepted fallacies that apply to nearly all computer users.As technology advances, these f allacies will change; new ones will arise, and some of the original fallacies will no longer exist as children learn at an earlier age about computer use, risks, security, and other associated information. There are more than described here, but Peter S. Tippett identified the following computer ethics fallacies, which have been widely discussed and generally accepted as being representative of the most common. The Computer Game Fallacy. Computer users tend to think that computers will generally prevent them from cheating and doing wrong.Programmers particularly believe that an error in programming syntax will prevent it from working, so that if a software program does indeed work, then it must be working correctly and preventing bad things or mistakes from happening. Even computer users in general have gotten the message that computers work with exacting accuracy and will not allow actions that should not occur. Of course, what computer users often do not consider is that although the computer operates under very strict rules, the software programs are written by humans and are just as susceptible to allowing bad things to happen as people often are in their own lives.Along with this, there is also the perception that a person can do something with a computer without being caught, so that if what is being done is not permissible, the computer should somehow prevent them from doing it. The Law-Abiding Citizen Fallacy. Laws provide guidance for many things, including computer use. Sometimes users confuse what is legal with regard to computer use with what is reasonable behavior for using computers. Laws basically define the minimum standard about which actions can be reasonably judged, but such laws also call for individual judgment.Computer users often do not realize they also have a responsibility to consider the ramifications of their actions and to behave accordingly. The Shatterproof Fallacy. Many, if not most, computer users believe that they can do littl e harm accidentally with a computer beyond perhaps erasing or messing up a file. However, computers are tools that can harm, even if computer users are unaware of the fact that their computer actions have actually hurt someone else in some way. For example, sending an email flame to a large group of recipients is the same as publicly humiliating them.Most people realize that they could be sued for libel for making such statements in a physical public forum, but may not realize they are also responsible for what they communicate and for their words and accusations on the Internet. As another example, forwarding e-mail without permission of the author can lead to harm or embarrassment if the original sender was communicating privately without expectation of his message being seen by any others. Also, using e-mail to stalk someone, to send spam, and to harass or offend the recipient in some way also are harmful uses of computers.Software piracy is yet another example of using computers to, in effect, hurt others. Generally, the shatterproof fallacy is the belief that what a person does with a computer can do minimal harm, and only affects perhaps a few files on the computer itself; it is not considering the impact of actions before doing them. The Candy-from-a-Baby Fallacy. Illegal and unethical activity, such as software piracy and plagiarism, are very easy to do with a computer. However, just because it is easy does not mean that it is right.Because of the ease with which computers can make copies, it is likely almost every computer user has committed software piracy of one form or another. The Software Publisher's Association (SPA) and Business Software Alliance (BSA) studies reveal software piracy costs companies multibillions of dollars. Copying a retail software package without paying for it is theft. Just because doing something wrong with a computer is easy does not mean it is ethical, legal, or acceptable. The Hacker's Fallacy.Numerous reports and public ations of the commonly accepted hacker belief is that it is acceptable to do anything with a computer as long as the motivation is to learn and not to gain or make a profit from such activities. This so-called hacker ethic is explored in more depth in the following section. The Free Information Fallacy. A somewhat curious opinion of many is the notion that information â€Å"wants to be free,† as mentioned earlier. It is suggested that this fallacy emerged from the fact that it is so easy to copy digital information and to distribute it widely.However, this line of thinking completely ignores the fact the copying and distribution of data is completely under the control and whim of the people who do it, and to a great extent, the people who allow it to happen. Hacking and Hacktivism Hacking is an ambivalent term, most commonly perceived as being part of criminal activities. However, hacking has been used to describe the work of individuals who have been associated with the open -source movement. Many of the developments in information technology have resulted from what has typically been considered as hacking activities.Manuel Castells considers hacker culture as the â€Å"informationalism† that incubates technological breakthrough, identifying hackers as the actors in the transition from an academically and institutionally constructed milieu of innovation to the emergence of self-organizing networks transcending organizational control. A hacker was originally a person who sought to understand computers as thoroughly as possible. Soon hacking came to be associated with phreaking, breaking into phone networks to make free phone calls, which is clearly illegal.The Hacker Ethic. The idea of a hacker ethic originates in the activities of the original hackers at MIT and Stanford in the 1950s and 1960s. Stephen Levy outlined the so-called hacker ethic as follows: 1. Access to computers should be unlimited and total. 2. All information should be free. 3. A uthority should be mistrusted and decentralization promoted. 4. Hackers should be judged solely by their skills at hacking, rather than by race, class, age, gender, or position. 5. Computers can be used to create art and beauty. . Computers can change your life for the better. The hacker ethic has three main functions: 1. It promotes the belief of individual activity over any form of corporate authority or system of ideals. 2. It supports a completely free-market approach to the exchange of and access to information. 3. It promotes the belief that computers can have a beneficial and life-changing effect. Such ideas are in conflict with a wide range of computer professionals' various codes of ethics. Ethics Codes of Conduct and ResourcesSeveral organizations and groups have defined the computer ethics their members should observe and practice. In fact, most professional organizations have adopted a code of ethics, a large percentage of which address how to handle information. To prov ide the ethics of all professional organizations related to computer use would fill a large book. The following are provided to give you an opportunity to compare similarities between the codes and, most interestingly, to note the differences and sometimes contradictions in the codes followed by the various diverse groups. Information SecurityInformation security means protecting information and information systems from unauthorized access, use, disclosure, disruption, modification, perusal, inspection, recording or destruction Information Security Attributes: or qualities, i. e. , Confidentiality, Integrity and Availability (CIA). Information Systems are decomposed in three main portions, hardware, software and communications with the purpose to help identify and apply information security industry standards, as mechanisms of protection and prevention, at three levels or layers: physical, personal and organizational.Essentially, procedures or policies are implemented to tell people (administrators, users and operators)how to use products to ensure information security within the organizations. Confidentiality Confidentiality is the term used to prevent the disclosure of information to unauthorized individuals or systems. For example, a credit card transaction on the Internet requires the credit card number to be transmitted from the buyer to the merchant and from the merchant to a transaction processing network.The system attempts to enforce confidentiality by encrypting the card number during transmission, by limiting the places where it might appear (in databases, log files, backups, printed receipts, and so on), and by restricting access to the places where it is stored. If an unauthorized party obtains the card number in any way, a breach of confidentiality has occurred. Confidentiality is necessary (but not sufficient) for maintaining the privacy of the people whose personal information a system holds. [citation needed] IntegrityIn information security, integrity means that data cannot be modified undetectably. [citation needed] This is not the same thing as referential integrity in databases, although it can be viewed as a special case of Consistency as understood in the classic ACID model of transaction processing. Integrity is violated when a message is actively modified in transit. Information security systems typically provide message integrity in addition to data confidentiality. Accessibility For any information system to serve its purpose, the information must be available when it is needed.This means that the computing systems used to store and process the information, the security controls used to protect it, and the communication channels used to access it must be functioning correctly. High availability systems aim to remain available at all times, preventing service disruptions due to power outages, hardware failures, and system upgrades. Ensuring availability also involves preventing denial-of-service attacks. Authent icity In computing, e-Business, and information security, it is necessary to ensure that the data, transactions, communications or documents (electronic or physical) are genuine.It is also important for authenticity to validate that both parties involved are who they claim they are. Non-repudiation In law, non-repudiation implies one's intention to fulfill their obligations to a contract. It also implies that one party of a transaction cannot deny having received a transaction nor can the other party deny having sent a transaction. Electronic commerce uses technology such as digital signatures and public key encryption to establish authenticity and non-repudiation. c. ConclusionImpact of Computer Ethics on Information Security The relationship between information security and computer ethics does not look, on the surface, readily obvious, and even appears remote. It is, however, credible. Culture, customs, trust and privacy that characterize security fall within the realm of ethics. Computer ethics alert information security management to ethical considerations and warn potential offenders of ethical consequences in situations where the technical tools or the legal measures fail.In these cases, an ethical decision may be helpful in bringing about a solution. Furthermore, this conclusion is consistent with the following premises with respect to technical controls, computer laws and computer ethics: †¢Premise 1: The information security management community has applied control tools to meet the information security objectives of safeguarding confidentiality against unauthorized access, upholding integrity and maintaining availability. However, detecting computer crime is difficult, because the act is either traceless or difficult to trace.Quantifying the damage is problematic since the victims all too often withhold reporting the crime for reasons including fear of recrimination and bad publicity. 8 Therefore, the technical control tools are ineffective, wi th respect to legal issues. †¢Premise 2: Computer laws have been enacted in various nations at an ever-increasing rate since the late 1980s, when business and the society at large were forced to face the magnitude and severity of damage not experienced prior to computer crimes. There has been a dramatic increase in specialized legislation to combat criminal behaviors related to computer crime, which include traditional crimes committed with the use of a computer and a variety of new, technologyspecific criminal behaviors spawned by the rapid emergence of computer technologies and the exponential expansion of the Internet. 10 However, despite the additional new laws, prosecution is deterred because the legal proceeding is a tardy, time-consuming and expensive process, even when there are well-justified intentions to proceed with legal action.Also, legislation always lags behind the event such that either no appropriate laws are found or the new law is too late for the case in ha nd. Hence, computer laws are at best a deterrent to computer crime, not a guardian of information. †¢Premise 3: Computer ethicists assert, on the one hand, that special ethical issues are raised because computers are special technology, and query, on the other hand, why there should be computer ethics since, for example, there is no such thing as telephone ethics even though the telephone is a special technology that makes a profound change on the way individuals communicate with others. 1 However, information security is worthy of ethical consideration as many decisions in information technology affect a wide range of stakeholders. National and international computer societies have promoted codes of ethical practice and even written these codes into their constitutions. As technology advances, computers continue to have a greater impact on society.Therefore, computer ethics promotes the discussion of how much influence computers should have in areas such as information securit y, artificial intelligence and human communication. As the world of computers evolves, computer ethics continues to create ethical standards that address new issues raised by new technologies. Reference http://www. isaca. org/Journal http://plato. stanford. edu/entries/ethics-computer/ http://www. cmpe. boun. edu. tr/~say/c150/intro/lit10. html

Marketing Plan for for Herborist Cosmetic Company, China

Contents i Executive summary3 ii List of Chart/ Figure4 1. 0 Situation analysis5 1. 1 Company and products background5 1. 1. 1 Company introduction5 1. 1. 2 Products introduction5 1. 2 Industry introduction6 1. 2. 1 Market size and share6 1. 2. 2 Developing trends7 1. 3 Macro-environmental analysis8 1. 3. 1 Political and legal environment8 1. 3. 2 Economic environment9 1. 3. 3 Sociocultural environment9 1. 3. 4 Technological environment10 1. 4 Competitive analysis10 1. 5 Customer analysis11 1. 6 Distribution channels analysis11 2. 0 SWOT analysis12 2. 1 Strengths12 2. 1. 1 Good organic cosmetics brand image12 2. 1. Clear marketing position13 2. 1. 3 Strong parent company13 2. 2 Weakness13 2. 2. 1 Capital not strong as many international cosmetic companies13 2. 2. 2 Lack of brand awareness14 2. 2. 3 Huge room of improvement in operations management14 2. 3 Opportunity14 2. 3. 1 Potential consumption capacity14 2. 3. 2 2008 Olympic Games attract western to traditional Chinese elements ( ‘Chinese wind’)15 2. 4 Threat15 2. 4. 1 Tough competition15 2. 4. 216 2. 4. 3 Investment risk (ROI and cash flow)16 2. 4. 4 Economic crisis17 3. 0 Objectives17 3. 1 Corporate objective17 3. 2 Marketing objectives17 4. 0 Marketing strategy18 4. 1 Target market18 4. Positioning strategy18 4. 3 Marketing mix19 4. 3. 1 Product strategy19 4. 3. 2 Pricing strategy21 4. 3. 3 Promotion strategy22 4. 3. 4 Place strategy24 5. 0 Budget for the next three years27 6. 0 Projected profit and loss statement28 7. 0 Action program29 8. 0 Control & feedback29 8. 1 Sales analysis29 8. 2 Market share analysis30 8. 3 Profitability by product30 8. 4 Efficiency on advertising, sales promotion analysis30 8. 5 Sales-force efficiency31 9. 0 Reference32 i Executive summary The marketing plan is aimed to outline a systematic marketing strategy for Herborist Cosmetic Company, which is specialized in herbal cosmetics.This marketing plan will firstly carry out a deliberate analysis on the market share , size, macro environment, distribution channel, competitor, customer and SWOT analysis for Herborist in Chinese cosmetic market. And then, based on the analysis, it will state the corporate and marketing objectives of Herborist and then give proper marketing strategy recommendations for Herborist. On one hand the recommendations will include the aspect of market segmentation combined with targeting consumer statement as well as positioning strategy.On the other hand, the recommendations will also include the suggestions on marketing mix such as the product strategies, pricing strategies, distribution strategies and promotion strategies. ii List of Chart/ Figure Figure 1 Market share and growth of different cosmetics sub-sectors, 2009†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Figure 2 Skin care brands: share of total sales, 2008-09†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Chart 1 Marketing budget chart for year 2011 to 2013†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦27 Chart 2 Projected profit and loss statement (2011 — 2013)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Chart 3 Implementation schedule†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦29 1. Situation analysis 1. 1 Company and products background 1. 1. 1 Company introduction Shanghai Herborist Co. , Ltd. launched in 1998, as a subsidiary of the leading cosmetic producer Shanghai Jahwa United Co. , Ltd, is independently operated (Herborist official website 2010). As its great focus on using indigenous Chinese herbs in its natural beauty-care products, it has won population to a certain extent in the domestic cosmetic market of skin care aspect and was awarded with the title of â€Å"Shanghai famous brand† in 2005(Herborist official website 2010).And till the year 2008, Herborist has launched in Europ ean market through cooperation with Sephora, which is a leading cosmetics retailers owned by Louis Vuitton Moet Hennessy Group (Sephora official website 2010). 1. 1. 2 Products introduction The personal care products of Herborist personal are born based on the concept of combination of both modern biotechnology and traditional herbal medicine.Under the emphasis of the balance between traditional Chinese medicine theory and the high-tech means of modern technology, these products in Herborist can effectively recuperate skin, body and spirit to achieve the original beauty and make the users' skin as newly born (Herborist official website 2010). Herborist's products focus on not only the care of face and body but also the internal part, which always insist the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology.Take its star product ‘Tai Chi Mud’ for example, it shows the last-for-ever Chinese aesthetic of balance via the comp atibility of Yin and Yang. And at the same time, due to the opening of Herborist Spa since the year 2002, Herborist cooperate the oil from herbal essence and herbal water therapy to offer women with holistic care, which also shows its concepts of balance beauty and health on the basis of Chinese traditional herbal medicine (Herborist official website 2010). 1. 2 Industry introduction 1. 2. Market size and share According to the research from Li and Fung (2009), it shows that the cosmetics market of China has enjoyed a continuous growth over recent years and China has become the second largest cosmetics market in Asia nowadays. And meanwhile, Chinese consumers' increasing purchasing power and more and more Chinese women's participation in the workforce have strengthened growth in the cosmetics market. Li and Fung (2009) also showed the data that retail value of China’s cosmetics has grown by 26. % and even reached ? 48. 83 billion CNY in 2008 from the National Bureau of Statis tics (NBS). Meanwhile, from Figure 1(Li & Fung 2009), we can see the skin care products have taken up a big market share even to 26. 3% of Chinese cosmetic market. And meanwhile the major market share of skin care products still dominated by some famous foreign brands such as P&G, Shieido, L'Oreal and some local low-end price brands such as Dabao and Longliqi(Li & Fung 2009).As the up-rising star of the cosmetic brand, Herborist’s market share is about 0. 3% out of the total market share till the first quarter of the year 2010 (Herborist official website 2010). Figure 1 Market share and growth of different cosmetics sub-sectors, 2009 Source: Access Asia 1. 2. 2 Developing trends On the basis of the survey from AMA Communication Services (2010), there is a trend of growing health awareness among Chinese consumers due to the development of China's economy.That's why Chinese consumers prefer cosmetic products using natural ingredients than chemical products, especially the ones with strong attachment to Chinese Traditional Medicine (TCM), which is an essential part of Chinese culture. Due to this special preference of Chinese consumers, there is a trend that more and more players, not only domestic but also foreign ones, begin to position their cosmetic products with mild chemical formulae as well as herbal and natural ingredients (Li & Fung 2009).P, for instance, added herbal ingredients such as Shouwu and Ginseng to its nourishing shampoos series of Chinese market. Lux of Unilever also launched its shampoos series with the addition of Chinese herbal ingredients including Danggui, Gingko and Bai Hao Yinzhen in Chinese market. Under this trend, Herborist Co. , Ltd has launched series of natural beauty care products with the ingredients of herbs since the year of 1998, and now enjoys a good popularity of nature beauty care brand (Herborist official website 2010). . 3 Macro-environmental analysis Macro-environment is the outside factors including political, economic, sociocultural, technological and legal forces, which influence the survival of the organization (Elliott, Rundle-Thiele & Waller 2010). 1. 3. 1 Political and legal environment In China, central government still encourages the domestic product's growth, which is some kind of guarantee for the development of domestic cosmetic companies, such as Herborist Co. Ltd (Ting 2009). While, at the same time, with the implementation of some tight regulations on cosmetic products such as the Hygiene Standard for Cosmetics (2007 Edition) and the Hygiene Standard for Cosmetics Manufacturers (2007 edition), Chinese government and consumers pay more and more attention to the safety of cosmetic products, especially after the Japan-based SK-II was tested and found to contain some unapproved substances in Chinese counter (Li & Fung 2009).For instance the total number of prohibited and restricted substances used in cosmetics is higher at 1,286, and there is also strict limitation on the use of certain ingredients contained in preservatives, sunscreen agent, coloring agent and hair dye agent. This also puts Herborist on alert to focus on their products safety. 1. 3. 2 Economic environment The economic conditions in China offer Herborist Co. , Ltd not only opportunities but also risks. China is the second large cosmetic market in Asia and the total retail sales of cosmetics in China is about ? 48. 3 billion CNY in 2008, which shows the great potential consumption power for cosmetic players both global and local, including Herborist(Li & Fung 2009). While the tax rate for the skin care products in China is about 8% to 30% or so on and to comply with the World Trade Organization agreements, the import tariffs of cosmetic products has been gradually reduced over the past few years, which bring great pressure for Herborist to face not only the expensive product tax but also the hyper competition from products of foreign players due to the relatively cheaper price compared to t he previous after the reduction of import tariffs. . 3. 3 Sociocultural environment There is a special preference on natural ingredients specially the addition of herbal material in skin care products, due to the Chinese Traditional Medicine therapy is the essence of Chinese culture (AMA Communication Services 2010). As for Herborist, this preference on natural ingredients skin care products of Chinese consumers is a great advantage. 1. 3. 4 Technological environment The increased usage of the internet in China is the result from the development of technology, which results in the popularity of expansion the online platform for product sale for most cosmetic companies.Under this situation, Herborist has also set up online platforms to show its products in order to reach more young customers (Herborist official website 2010). 1. 4 Competitive analysis As shown in figure 2 (Li & Fung 2009), the top 10 skin care brands accounted for nearly 80% sales in 2009 of Chinese market, in which the foreign players take up a large share in the mid-high and high-end segments such as P&G, L’Oreal and Shiseido. For Herborist these foreign brands including Olay, L’Oreal, Aupres, Yue-Sai, Avon, Shiseido and so on which also have the orientation on mid and mid-high segments are the powerful opponents.Figure 2 Skin care brands: share of total sales, 2008-09 2009 2008 BrandCompany nameShare of total sales (%) OlayProcter & Gamble (Guangzhou) Ltd 29. 71 AupresShiseido Liyuan Cosmetics Co Ltd 18. 94 L’OrealL’Oreal China11. 83 LancomeL’Oreal China7. 60 ShiseidoShiseido Liyuan Cosmetics Co Ltd 3. 47 Yue-SaiL’Oreal China2. 52 DeBonLG Household & Health Care Ltd 1. 32 TJOYNanjing Jianong Chemical Co. Ltd1. 11 DabaoBeijing San Lu Factory0. 61 Pond’sUnilever China Ltd 0. 61 Others22. 29 BrandCompany nameShare of total sales (%) OlayProcter & Gamble (Guangzhou) Ltd 34. 0 AupresShiseido Liyuan Cosmetics Co Ltd 13. 91 L’OrealL’Ore al China8. 36 DabaoBeijing San Lu Factory 5. 74 LongliqiJiangsu Longliqi Group Co Ltd 3. 61 TJOYNanjing Jianong Chemical Co. Ltd 2. 58 Yue-SaiL’Oreal China2. 33 AvonAvon (China) Co Ltd 1. 36 MininurseL’Oreal China1. 08 Pond’sUnilever China Ltd 1. 01 Others25. 82 1. 5 Customer analysis According to the research carried out by AMA Communication Services (2010), the average monthly expenditure on beauty and skin care products of female white collar consumers in Shanghai, Beijing reached 1,000 RMB (about 150 USD).And in other secondary cities of China, there is also large consumption capacity on skin care products. According to the data from Herborist official website (2010), there are at least 270,000 consumers as its members and near 90,000 core member, who contributes nearly 45% consumption of Herborist’s products. Moreover, most of the core members of Herborist are the ones who switch from using international high-end skin care products to Herboristâ€⠄¢s products and they have great brand loyalty to Herborist.Meanwhile these core members are also have great influence on motivating other consumers choosing Herborist’s products. 1. 6 Distribution channels analysis There are diverse distribution channels for Herborist to deliver its products to domestic consumers such as opening counters in China’s major department stores and professional stores and setting up specialty stores to sell its products (Herborist official website 2010). For instance, Herborist has already opened nearly 450 specialty stores until 2008, 70% of them are franchises. 2. SWOT analysis For Herborist, to have a better business performance, it is crucial to be able to understand the current opportunities in the market place, the major threat it may faced at the present as well as in the future, the strengths that Herborist owns compared with other competitors and the weakness which may affect its performance and future development (Elliott, Rundle- Thiele & Waller 2010). The SWOT analysis for Herborist will be implemented in the following, which will indentify the internal strengths, weakness, the external opportunities and threats related to Herborist. . 1 Strengths 2. 1. 1 Good organic cosmetics brand image Since the year of 1998, Herborist has begun to distinguish itself via intergrating Traditional Chinese Medicine into the latest fruits of modern biotechnology. And till now, it has already built a good image of organic cosmetics. The philosophy via Yin-Yang balance to enable skin, body and spirit to reach idea harmony and radiate natural, individualized and healthy beauty, has welcomed by a great many Chinese consumers(Herborist official website 2010). . 1. 2 Clear marketing position Herborist has posited itself as organic skin care brand and oriented itself targeted at middle and high income female white collar consumers, which attracts more than 270,000 consumers as its members and near 90,000 core members (Herborist of ficial website 2010). 2. 1. 3 Strong parent company The parent company of Herborist is Shanghai Jahwa United Co. , Ltd, a leading Chinese domestic cosmetics producer, which is good at integrating R&D, production, distribution and service.And meanwhile, Shanghai Jahwa has planed to invest ? 170 million to enhance the market share of Herborist, which can facilitate the development and maturity of Herborist(Herborist official website 2010). 2. 2 Weakness 2. 2. 1 Capital not strong as many international cosmetic companies Although Herborist has the support from Shanghai Jahwa, the capital of it is still not strong as some international cosmetic companies, which limits its spending on research and development (Whiteman & Krug 2008). . 2. 2 Lack of brand awareness Although Herborist has gain a reputation of healthy and organic skin care brand, it still lack brand awareness among several Chinese consumers, due to the limited investment in advertising. For instance, Herborist only promotes its products in print advertisement while ignoring other channels such TV ads, radio ads and so on (Chinairn 2009). 2. 2. 3 Huge room of improvement in operations management Operations management is another weak part for Herborist.It is reported that poor logistics management has led to long lead-time, high inventory as well as capital tie-up which place heavy burden on the future development of Herborist (Chinairn 2009). 2. 3 Opportunity 2. 3. 1 Potential consumption capacity In September 2006, the products of SK-II was tested and found to contain some unapproved substances in Chinese counter, followed by other world famous cosmetic brand including Clinique, Lancome, Dior and Estee Lauder whose cosmetic products were said to have prohibited substances (Ting, C. 2009).Due to these incidents, more and more Chinese consumers began to choose some organic and herbal skin care products, which is a great opportunity for Herborist to meet. According to the National Bureau of Statistics (NB S), the consumption power on cosmetic products will reach at ? 60 billion CNY in 2010, in which skin care products will take up nearly 30% of the total number, which for Herborist is really good new chance (Li & Fung 2009). 2. 3. 2 2008 Olympic Games attract western to traditional Chinese elements (‘Chinese wind’) Because of the 2008 Olympic Games, all the attention was focused on China which brought a Chinese wind.In skin care aspect, not only the Chinese consumers began to switch to choose herbal and organic products but also the foreign consumers show great interest in the skin care products with traditional Chinese medicine inside (AMA Communication Services 2010). As organic cosmetic brand specialized in herbal cosmetics, Herborist has developed under the concept of intergrating Traditional Chinese Medicine into the latest fruits of modern biotechnology, which made Herborist become one of the most popular domestic organic cosmetic brands in Chinese market under the ‘Chinese wind’(Simon 2009). 2. 4 Threat 2. . 1 Tough competition For Herborist, the biggest threat is the tough competition mostly from international players. Chinese skin care market is almost occupied by international cosmetics giants including L’Oreal, P&G, Estee Lauder Shiseido and so on (Li & Fung 2009). And because of the excellent brand building and management capability, massive advertising efforts as well as leading research and development capability, the products from multinational cosmetics corporations stand for quality, reliability and reputation in hearts of Chinese consumers compared with the local brands (Li & Fung 2009).For Herborist, to beat these international cosmetics giants and win more customers from them are really a big challenge. 2. 4. 2 Image of ‘made in China’ The tag of ‘made in china’ often stands for cheap price while poor quality, which also exits in skin care products (Wharton n. d). Just like the forei gn brands stands for quality, reliability and reputation, the Chinese made skin care products for foreign customers means poor in quality and even the same for some Chinese consumers.For Herborist, this kind of phenomenon is a great threat to both expand the domestic market share and especially position itself for the international markets. 2. 4. 3 Investment risk (ROI and cash flow) From the official website of Herborist (2010), the company has planed to invest ? 170 million to enhance the market share. Although it is good news for Herborist’s future development, it has to consider the issue on the period of return on investment (ROI).Herborist has the experience of too long time ROI, for instance, Herborist began to make profit after it came into the domestic cosmetic market seven years (Herborist official website 2010). If the return on this time’s ? 170 million investment still last too long, Herborist has to face the risk of cash flow problem, which may result in big financial dilemma for Herborist. 2. 4. 4 Economic crisis Due to the economic crisis in the recent year, the purchasing power is reduced and preference is inclined to relatively cheap products which for Herborist oriented on middle to high cosmetic products is a kind of pressure (Li & Fung 2009). . 0 Objectives 3. 1 Corporate objective Corporate objective for Herborist is to become a world class enterprise with the capability of innovation and creativity to not only continuously introduce high quality new products to meet the needs of the consumers but also maintain good quality products under the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology (Herborist official website 2010). 3. 2 Marketing objectives The marketing objectives for Herborist include two parts.On the one hand, Herborist plans to expand its cover of domestic distribution channels to 170 main cities and enlarge the retail terminals from 700 to 1,200. On the other h and, Herborist plans to expand its market outside the China mainland market via the cooperation with Sephora (Herborist official website 2010). Herborist aims to achieve ? 1. 35 billion of sales revenue in the end of 2014 and increase the revenue as well as Compound Average Growth Rate (CAGR) to 21. 98% within the next five years (Herborist official website 2010). . 0 Marketing strategy The following is the market strategy for Herborist including the targeted market, position as well as marketing mix strategies, which is based on the above analysis. 4. 1 Target market As the organic cosmetic company, Herborist is specialized in herbal cosmetics. In the full of furious competition cosmetic market of China, the primary consumer target for Herborist is middle to upper income white collar females who prefer natural, mild but effective skin care products.The secondary consumer target is college female students, who look for mild products to maintain their young and fresh skins. This segm ent is focused on these female college students who prefer buying international cosmetic brand while have pressures on the pricing part. According to the survey that there is an increasing rate on the purchasing capability of female college or university students towards middle to high end cosmetic products, which is an important segment for Herborist to focus(AMA Communication Services). . 2 Positioning strategy Herborist will position itself as the middle to high end cosmetic products which focuses on the balance between traditional Chinese medicine theories adherence to Chinese elements of Tai chi, lotus, green and the high-tech means of modern technology to continuously introduce high quality new products to meet the needs of the consumers on their skin care. 4. Marketing mix Marketing mix describes these different elements such as price, product, promotion, place, people, and process and so on that marketers need to consider (Elliott, Rundle-Thiele, & Waller 2010), which is ess ential for Herborist to consider in its marketing process to achieve better performance. The following will analyze four areas of marketing mix including the aspects of price, product, promotion, and place for Herborist’s marketing process. 4. 3. Product strategy Product is defined as a good, service or idea offered to the market for exchange, which plays a vital role in the marketing process, which is the means for companies to satisfy the functional, social and psychological needs, wants and demands of customers (Elliott, Rundle-Thiele, & Waller 2010). For Herborist, it is important to emphasize the importance of the product strategy. 4. 3. 1. 1 Product diversification strategy Palmer (2009) advocated the importance of product diversification strategy, which is also proper for Herborist.Products all have their lifecycles and especially the skin care products have the relatively short lifecycle (Kotler& Armstrong 2008), so it is important for Herborist to focus on the produc t innovation and providing a wider product portfolio to meet the market requirements under deliberate market analysis. Moreover, besides the innovation on skin care products, Herborist is recommended to enhance its R&D capacity on color cosmetics, hair care, and men’s cosmetics to perfect it products range of cosmetic products.Only under these activities can Herborist meet Chinese customers’ consumption concept of pursuit for practical, fresh, beautiful as well as top quality. 4. 3. 1. 2 Establishing strong brand loyalty Kotler and Armstrong (2008) believe the importance of establishment of brand loyalty. For Herborist, besides the already built membership system, it is also recommended to apply for the ISO9001 quality system certification, which can enhance the customers’ confidence of Herborist to improve customers’ favorable attitude and purchasing behavior towards Herborist’s products. 4. 3. 1. Maintenance its orientation As the organic cosmeti c brand, it’s important for Herborist to maintain its advantage on herbal cosmetics. To search the future development, it’s so essential for Herborist to maintain its image of Chinese characteristics. Only depending on this distinctiveness, can Herborist have more chances to become world famous cosmetic brand just like the road of the body shop and Shiseido does. 4. 3. 1. 4 Developing the packing and design of products One of the important means for gaining more market share is to have a distinct product design and packing (Elliot, Rundle-Thiele & Waller 2010).For Herborist, it is essential to focus more on packaging design to attract more consumers with high quality packaging materials for different products series and give people impression of domestic goods while foreign quality. For instance, the introduction of Chinese elements can be adopted in the product designing and packing such as Chinese painting, lotus and so on are all very Chinese style and give people a n impression of elegance and fresh, which is fit for Herborist’s image of herbal cosmetics. 4. 3. 2 Pricing strategy The price of products setting has great influence on companies’ rofit and marketing process, as the competitive environment changes, companies are recommended to consider when to initiate prices change and when to respond to them (Kotler &Armstrong 2008). For Herborist, it is important to consider proper pricing strategy to respond to the fluctuant marketing environment. 4. 3. 2. 1 Prestige pricing strategy To maintain the image of middle to high end cosmetic brand and accelerate the pace of advance to the high-end market, Herborist is recommended to adopt prestige pricing strategy (Kotler & Armstrong 2008), which requires Herborist to introduce its new products as a relatively middle to high price.For instance, with the gift box priced at ? 500 CNY, New Tai Chi Mud Mask ? 380 CNY and so on, Herborist has set a relatively good image of middle to high end cosmetic brand which shows the image of prestige, quality and exclusively to Chinese consumers who often hold the opinion that high price means high quality(Whiteman & Krug 2008). 4. 3. 2. 2 Product bundle pricing The price of Herborist’s products is almost at the same level with the international middle to high end cosmetic products especially the Shiseido.To strengthen its position of middle to high end cosmetic brand, it isn’t recommended for Herborist to discount its products too much and too often, because there is a deep rooted concept among Chinese consumers that cheap means low quality. While to attract consumers, it is necessary to offer discount. So it is recommended for Herborist to adopt product bundle pricing, which means combining several products together and offering the bundle at a reduced price (Kotler & Armstrong 2008), which can help Herborist improve profit via motivating more buying power. . 3. 3 Promotion strategy Promotion is the creation and m aintenance of communication with target markets, which makes potential consumers, partners and society aware of. Deliberate designed promotion strategy can help Herborist make consumers aware of and interested in its products and effectively and efficiently communicate its message about the products to the market place (Elliott, Rundle-Thiele& Waller2010,). The promotion strategy for Herborist is as below. 4. 3. 3. Outstanding special features Because China's consumers are almost pragmatists, if we only use some abstract and vague slogan and general propaganda tactics, it is difficult to persuade consumers to buy the products. The professional TCM report plus practical description in advertisement is recommended to highlight the effect of Herborist’s products to strengthen the confidence of consumers’ brand loyalty. And meanwhile, it is also recommended for Herborist to offer some free trial to consumers to get more feedback after they used, which can also help Herbori st promote its products. . 3. 3. 2 Advertising and brand ambassador Based on the survey from Solomon (2009), celebrities and beauty experts have huge influences on cosmetic purchases in Chinese market, which results in consumers relying on trial and error from celebrities and beauty experts rather than spending too much money on their own cosmetic trials. Due to this special scenario, finding a proper brand ambassador is recommended for Herborist to attract more customers via the convincing power from celebrities.The proper brand ambassador can help Herborist reach the needs of more consumers and strengthen its healthy and fresh image as herbal cosmetics and enhance its brand cognition. At the same time, it is also wise for Herborist to strengthen its propaganda coverage via ads on the newspapers, magazine as well as in public places such posting large poster in bus station, MTR station and other public places to attract more attention, which can largely incent consumers’ des ire to purchase Herborist’s products.Furthermore, sponsoring TV and radio programs on healthy life and beauty can also help Herborist to portray the image of advocating healthy, natural brand. 4. 3. 3. 3 Perfect customer relation management (CRM) Palmer (2009) claimed that it is so crucial for companies to develop good customer relationships because good quality alone may be insufficient for a company to gain competitive advantages in increasingly competitive markets, while good customer relation management can supplement a firm’s competitive advantage.For Herborist, it is necessary to improve the pre sales and after sales service. For instance, before purchasing products from Herborist, it is necessary to give proper and professional suggestions and guidance, which is an important part of brand building. Furthermore, providing professional beauty care lectures for consumers, free skin analysis under the help of professional skin analytical instrument as well as provid ing customers with improved return protection to enhance the reputation and the customers’ sense of belonging are all good approaches. 4. 3. Place strategy Herborist has already built a diverse distribution channels to deliver its cosmetic products to consumers, such as opening counters in China’s major department stores, professional stores and setting up specialty stores to sell its products (Herborist official website 2010). To become a world class Chinese cosmetic enterprise, Herborist is recommended to expand and strengthen its distribution channel. 4. 3. 4. 1 Open counter in big chain supermarkets Big chain supermarkets in China are important sales channels for lower-priced cosmetics products in a long history.While due to the launching of middle–range brands of broadening products such as Mininurse, Garnier and Maybelline in these retail chains by L’Oreal, P and other cosmetic giants, big chain Supermarkets in China have become new channels for mid dle price cosmetic brand to reach a wider audience (Li & Fung 2009). These foreign-owned hypermarkets and supermarkets such as Carrefour and Wal-mart as well as locals such as Lianhua , Hualian as well as Trust mart are often the initial choices.For Herborist, it is also recommended to open counters to launch its middle price range products in these hypermarkets and supermarkets just like L’Oreal, P and other leading cosmetic companies do, which can help Herborist to reach its secondary consumer target of college female students and other consumers who are searching for middle price cosmetic products in supermarkets and hypermarkets. 4. 3. 4. 2 Online sales Online sales may just represent a small share in overall cosmetics sales, but we can’t ignore its potential.And on the basis of the data got from the China Internet Network Information Centre, in the first half of 2007 there are more than 70% of the 162 million Internet population aged under 30 (Li & Fung 2009), for Herborist it is a powerful channel to reach parts of its primary and secondary consumers such as the young female white collar and college students. Although Herborist has set up online platforms to show its products, it hasn’t begun its online sales.To capture the huge potential, Herborist is recommended to launch online sales on its online platform, just like other successful cosmetics players have done, including DHC from Japan, SaSa and Sephora (Li & Fung 2009). For launching online sales, it can help Herborist to save more cost in hiring stores. For instance, some professional software for online sales such as Integrated Distribution System adopted by P have the distinctiveness of quick, effective, low cost, low risk, which is recommended for Herborist to adopt (AMA Communication Services 2010). . 3. 4. 3 Choosing proper agent The failure of Herborist in Hong Kong market is as below (Herborist official website 2010). At first, Herborist directly copied the sales model o f the mainland market, which can’t localize itself it the Hong Kong market. Secondly, Herborist invest too much to build its sales channel, which largely increased its sales cost. Thirdly, the strong resistance to the new brand such as Herborist in the Hong Kong market, which cost Herborist too much to enhance its brand cognitive.For Herborist, it is more suitable to find proper local agent to facilitate it expand in the market outside mainland China. For instance, it is recommended for Herborist to relaunch its products in Hong Kong market via the cooperation with SaSa. As a Hong Kong-based cosmetics retailing and beauty services provider, SaSa has already built well sales network and is experienced in solving the problems on new brand cognitive as well as has a good image of cosmetics retailing and beauty services provider (Li & Fung 2009), which can facilitate Herborist successfully come into the Hong Kong market. . 3. 4. 4 Pharmacies As a organic cosmetic brand and specia lized in herbal cosmetics, Herborist is recommended to launched its products in pharmacies just as these successful cosmeceutical brands do, including French Eau Thermale Avene, Vichy and La Roche-Posay, Japan’s Kanebo, Freeplus and Shiseido Ferzea and so on.As the research from AMA Communication Services (2010) showing, the skin care products in pharmacies to Chinese consumers means mild, soft, effective and professional, that’s why most of the Chinese cosmetic consumers have begun to switch their choices to cosmetic products in pharmacies, especially after the Japan-based SK-II was tested and found to contain some unapproved substances in Chinese counter. For Herborist, pharmacies are recommended distribution channels to gain more potential consumers. 5. Budget for the next three years The Chart below outlines the following three years budgets of Herborist on sales, promotions, distribution, and other related areas from 2011 to 2013. Chart 1 Marketing budget chart fo r year 2011 to 2013 Items Budget for 2011Budget for 2012Budget for 2013 Advertisement ? 30,000? 40,000? 50,000 Sale force training and stimulation? 5,000? 5,000? 5,000 Distribution channel expansion? 3,000? 4,000? 5,000 Distribution channel maintenance? 2,000? 2,500? 3,000 Website maintenance? 2,000? 2,000? 2,000 Website improvement ? 0,000? 8,000? 8,000 Public relations? 4,000? 4,000? 3,000 R? 20,000? 22,000? 25,000 Total? 76,000? 87,500? 101,000 In thousands (CNY) 6. 0 Projected profit and loss statement The chart below is the d profit and loss statement forecast of Herborist for year 2011 to 2013 Chart 2 Projected profit and loss statement (2011 — 2013) Subjects Time ? Thousands (CNY)Total ? Thousands (CNY) 201120122013201120122013 Total sales revenue ? 1,200,624 ? 107,052 ? 1,093,572? 1,253,049 ? 120,493 ? 1,132,556? 1,367,446 ? 35,240 ? 1,232,206 Advertisement &Promotion? 30,000? 40,000? 50,000 Sale force training and stimulation? 5,000? 5,000? 5,000 Distribution channel expansion? 3,000? 4,000? 5,000 Distribution channel maintenance? 2,000? 2,500? 3,000 Website maintenance? 2,000? 2,000? 2,000 Website improvement? 10,000? 8,000? 8,000 Public relations? 4,000? 4,000? 3,000 R&D? 20,000? 22,000? 25,000 Tax ? 21,052? 21,961? 23,997 Other expenses? 10,000? 11,032? 10,243 Total expenses Profit In thousands (CNY) 7. Action program Herborist will implement series of activities to facilitate itself achieve its business objectives in from the year 2011. Chart 3 Implementation schedule Subject123456789101112Total ? (CNY) 76,000,000 Sale force training and stimulation 5,000,000 Modification and improvement on website. 12,000,000 Integrated propagandas campaign on targeting consumers via on print, radio, TV, internet means 4,000,000 sales promotion with the continuing of the multimedia advertising campaign. 30,000,000 Research and development on products 0,000,000 Deliberate research to expand its distribution channels and maintenance 2,000,000 Expansion of its business to more locations. 3,000,000 8. 0 Control & feedback 8. 1 Sales analysis Herborist is planning to strengthen the systems for sale analysis, due to the timely data on sales is curial for the whole marketing plan. Furthermore, the sales analysis is recommended to be implemented monthly, which can facilitate Herborist to develop contingency plans to address the fast moving environmental changes, especially the customers’ needs (Kotler & Armstrong 2008). . 2 Market share analysis Under the stage of expansion, the market share analysis is necessary for Herborist to conduct which is recommended to be done quarterly in order to watch the market closely. 8. 3 Profitability by product To facilitate R&D programs of Herborist, the profitability by products analysis can be done yearly and used as reference to help Herborist decide its future investment on products’ modification and innovation which can bring better profit for the company. . 4 Efficiency on advert ising, sales promotion analysis To analyze the efficiency of advisements and sales promotion quarterly for Herborist quarterly is essential, which can make Herborist have a clearly picture of the effectiveness its promotion strategy and facilitate the modification and better orientation of the advertising and sales promotion campaign more effectively in the following quarter. 8. Sales-force efficiency The sales force efficiency should be measured both on the bases of the sale volume that they have brought to the company, and the potential capability of staffs in the sale force, which help Herborist best position its sale forces to win more income. 9. 0 Reference AMA Communication Services 2010, High-end cosmetics trends in China, greenbook. org, viewed 11 July 2010, Chinairn 2009, (Successful case study on domestic cosmetic industry), chinairn. om, viewed 12 July 2010, Elliott, G. , Rundle-Thiele, S & Waller, D. 2010, Marketing, John Wiley & Sons Australia, Ltd, Australia, Herboris t official website 2010, Company profile, herborist. com. cn, viewed 11 July 2010, Kotler, P. & Armstrong, G. 2008, Principles of marketing, 12th edn, Pearson Education International, New Jersey, Li & Fung 2009, Latest developments of China’s cosmetics market, Li & Fung Research Centre, viewed 11 July 2010, Palmer, A. 009, Introduction to marketing theory and practice, 2nd edn, Oxford University Press, New York, Sephora official website 2010, Sephora stories, sephora. com, viewed 11 July 2010, Simon 2009, Herborist: A successful Chinese cosmetics brand, enovate 2010, viewed 13 July 2010, Solomon, J. 2009, Skincare companies dominating the cosmetic market in China, seekingalpha. com, viewed 14 July 2010, Ting, C. 2009, China’s homegrown makeup gains popularity, Beijing kswchina. om inc. , viewed 12 July 2010, Wharton n. d. , Special report: New challenge for made in China, electronic version, Boston Consulting Group, Whiteman, G. & Krug, B. 2008, Beauty and the beast: C onsumer stakeholders demand action in China, vol. 1, Journal of International Business Ethics, Xia XH. 2010, (Suggestions on strategic branding for Herborist), China's science and technology research center of citation index evaluation, viewed 14 July 2010,

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