The Killer Angels, by Michael Shaara is a must rea Essays

The Killer Angels, by Michael Shaara is a must read novel. The story is amazing because as you read this novel it makes you feel as if you are involved in the story. It makes one have an incredible feel- ing in its "you are there" quality, it made me feel as if I was on the battlefield, feeling what those men felt, seeing what they saw. This book is one that is near perfection as one reads about the execution of history fictionalized. This historical novel tells the story through the eyes, thoughts, and conversations of the participants about the Battle of Gettysburg. One of the largest battles in the history of North America, was the Battle of Gettysburg, therefore the author uses this story to relate the causes of the Civil War and the things that motivated these men and led them as old friends to face each other on the battlefield. The layout of this book is very interesting being that at the beginning of the book it talks about Longstreet's spy, Harrison. I'll go into more detail about Longstreet as one reads on a little further in this essay, but first of all, about the layout. It begins with the famous section about Longstreet's spy Harrison each day gathers information about the movements of the Federals. He is told each day primarily from the perspectives of commanders of the two armies which include, Robert E. Lee, and James Longstreet for the Confederacy, and John Buford and Joshua Lawrence Chamberlain for the Union. As they go into battle, most chapters describe the emotion-laden decisions of these officers, there are also maps determining the position of the troops as they went into battle. As they went into battle a sense of authenticity was added as decisions were made to advance and retreat with the armies. I have chosen to write about the south and the characters there in the south. One will see that as I use specific examples from the novel I shall define the southern perspective. I will also point out specific examples of the generals' and soldiers' personality traits, motivations, characteristics and concept of war. As one reads on one will see that I will go back into our text book, the American History and find information about Cortez and the different concept of war held by the Spanish and the American invaders due to their being good clear understandable discussions of the different concept of war. The following characters were a part of the southern war: First we have Mr. Robert E. Lee, Commanding General, of the Northern Virginia army Mr. Lee is a gentleman, and an honest man. He does not believe in slavery therefore he does not own slaves. General Lee is fifty seven years of age, he is five feet ten inches tall, and when he rides a horse he seems much taller because he has short legs. He is dressed in a grey felt hat, and a gray coat with a white-beard and a red face and has no "vices." (xvi) He is a major with dignity but is sometimes mistaken for one that is elderly. He is a God fearing man and do not chase women, he does not smoke nor does he drink, or gamble. He loves the mystic dirt of home above all and he loves Virginia, and of the two armies he is the most loved. The only thing I didn't like about him as due to me being African American is the fact that he didn't believe that the Negro could be was equal to the white man. Although I do understand the present stage of his development, but I still don't think that it was cool. But he was a good man because he didn't believe in slavery and he believes in God. Lieutenant General James Longstreet is forty-two years of age and second in command. He is a large man with blue eyes and a full beard, he is crude, ominous and slow-talking. He is a cold-eyed man who have sensed the birth of the new war of machines, he is one of the first of the new soldiers. Longstreet is not from Virginia and he is one of the few high officers in

Women in Gangs

Women in Gangs Youth gangs have spurred a sharp increase in social problems. The development of female gangs dates back to the 1980s. Family pressure, peer influence, ethnic, and economic decline are some of the forces, which lead to the establishment of the female gangs. Advertising We will write a custom essay sample on Women in Gangs specifically for you for only $16.05 $11/page Learn More Categorically, female gangs fall into three distinct groups depending on the method and motive for establishment. According to criminologists, the gang can be independent, auxiliary, or hybrid. Socially, the gang drives fear in the community due to its involvement in criminal and delinquency activities. The following text expounds on the external/internal forces, which aggravate the establishment of the female gangs and the long-term consequences to the society. Contemporaneous female gang research cites immediate environment as the main aspect contributing to the formation of the ga ngs. Poor family background, early child abuse, sympathy, and self-affirmation are some of the motives behind the establishment of the negative social groups. In addition, social stratification also contributes to the formation of the gangs. Some communities sideline families believed to cause social problems like robbery, homicide, and abuse of drugs but eventually the isolation push the young stars to form or join gangs. Sociologists also point at economic hardships and loss of jobs as an aspect that drive young women to engage in criminal activities like robbery for survival. Moreover, illicit trading activities for instance, involving drugs lead to the formation of female gang groups who solely engage in the business. Criminologists categorize the female gang into three groups (Moore and Hagedorn 8). The first group is the independent/autonomous female gang, which engages in criminal activities, hold traditional/initiation rites, practice violence especially to other female ga ngs, form their own leadership strategies and may or not involve men in their activities. Advertising Looking for essay on gender studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More In addition, the group may establish some membership and hybrid rules. The auxiliary female gang is under the leadership of a male group, which directs their activities. Lastly, the hybrid (gender-integrated group) female group involves young stars from all races, gender, and ethnic group. The formation of the aforementioned groups has long-term impacts to both the persons involved and the society. In comparison to the male gangs, the female gangs have nothing to boast about in their antisocial career. According to Moore and Hagedorn imprisonment, drug abuse, early marriage, poor education, and motherhood linger on in the lives of the gang members for a longtime (8). Sex offences like rape that occur to females whose gang forms integration with men remain undercover. Consequently, the females experience emotional and psychological imbalance, which may force them to indulge in alcohol abuse and hard drugs like cocaine, khat, and marijuana among others. Miller and Decker cite violence/homicides as the short-term effect of females who join/form gangs (120). Therefore, poor health and isolation from the community/society because of involvement in drugs and other social crimes affects the individuals negatively. Although males and females may join forces to form a gang, females experience drastic decline in their health and social lives. Sociologists and criminologists associate female gangs to the immediate environment or family background. Nevertheless, sometimes adolescence, peer pressure, and self-affirmation influence youths to join the gangs. Nevertheless, regardless of the group that the females associate with; the long-term impacts are severe to their physical, social, and personal lives. Finally, sociologists recommend further research into the female gangs, as a social problem, which the society has neglected for a long time. Miller, Jody, and Scott Decker. â€Å"Young women and gang violence: gender, streetAdvertising We will write a custom essay sample on Women in Gangs specifically for you for only $16.05 $11/page Learn More Offending and violent victimization in gangs.†Justice quarterly 18.1(2001): 116-140. Moore, Joan, and John Hagedorn. â€Å"Female gangs: A focus on research.†Juvenile justice Bulletin, March 2001.

Managerial Economics exam paper Term Example | Topics and Well Written Essays - 1250 words

Managerial Economics exam - Term Paper Example The salary that the owner of a business can earn and the interest that the owner can earn on the invested capital are examples of implicit costs. The following equations can be used to calculated business and economic profits. c) Since project B has a higher standard deviation of $15000 than project A, we can conclude that project B is riskier. However, project B provides a better return of $70000 as compared to the expected return of project A of $60300. Project A has lesser risk since its standard deviation is lesser than that of project B. Higher standard deviation of project B indicates that there are high chances that the return will either be higher than the expected return or lower than the expected return. If the customer is a risk-averse one, he will prefer project A since it provides a lower return but has lesser risk attached to it. A risk-taking customer would go for project B since project B provides a better return although there is higher risk attached to it. Implicit cost is the cost of the opportunity that a firm loses when it employs its resources in earning profits. The salary that one can earn by investing his time elsewhere or the interest that one can earn on the capital employed in business are some examples of implicit costs (Begg 1997). According to the Consumer Demand Theory, the quantity demanded of a product increases with a decrease in its price and quantity demanded decreases if price is increased. There is a direct relationship between demand and income. If income of consumers increases, quantity demanded also increases and if income decreases, quantity demanded also decreases. Change in tastes also influence the quantity demanded of a product (Sloman 1997). For example, if people get more inclined towards buying smartphones than other cellphones, the smartphones demand will surge due o the change in tastes and preferences of the

Social Network Website Design & Justification 2 Assignment

Social Network Website Design & Justification 2 - Assignment Example As it is clear, the user is captivated by the message at the top. They will feel compelled to be part of life savers. After the user is assured that the signup process is simple, it should follow this and be simple as suggested. On clicking link that will lead them to the signup stage, the client should have a good and simple experience in the signup. This should be shown by the way the signup process takes place. As can be seen in figure 2, the sign up process is simple and does not take much of the time. It does not require a lot of details from the client. Just simple facts that is required in the SignUp process. There should also be use of attractive design objects. Most young users like flashy and attractive sites. They are attracted to things that are beautiful. This could be in the beginning of the web page. In figure 3, there is an addition of some graphics that will captivate the user into signing up for the service. By the use the dove, the user will have a feeling that it is for a good cause. The use of the dove has found prominence in religious procedures to signify sympathy and care. The wireframe shown in figure 4 shows a simple way of gramification. This figure shows how the web page can motivate someone to donate blood. Young social site users like such interesting things that will motivate them into registering and filling out the form. This page can be put in the beginning of the website. Another issue is that of giving simple links that are easy to find. This way, the user will not find it hard to get the link that will lead them to the site that they are to register. In figure 4, the user will click on the images in order to undertake the registration. In the design of the website, there is a need to include the various types of users and blood donors. From figure 5, the users have been categorized so that it is easier to categorize users in regard to the frequency in which they visit the site. It follows a simple design structure

Target Market Segments Profile Marketing Essay

Target Market Segments Profile Marketing Essay Cadbury is a trade name with a long times past in New Zealand and a loving assurance to make every person believe cheerful. Cadbury  is a  confectionery  company owned by  Kraft Foods. Its main  headquarter is in Dunedin. John Cadbury shaped the business in 1824 on the name of Cadbury. The business started as a shop in a fashionable place. A description of Cadburys and their aims of Cadbury is a worldwide company that makes market and sells exclusive branded chocolate. Cadbury have done this effectively for over 200 years. The cause they are so successful is because they have a comprehensible understanding of the needs of their consumers, customers and other stakeholders Product and services The specific product that will be the focus of this assignment is Cadbury roses. It is considered to be the best confectionary worldwide. It has almost various sorts of flavors shapes and 100% gluten free. Market of Interests Cadbury Confectionery Ltd is the most leading player in chocolate making in New Zealand. The company rebound from unhelpful media interest in 2009 to recover a lost percentage position in assessment allocate during 2010, to account for 52%, production it by far the major participant in chocolate confectionery. (Euro monitor, 2011) Chocolate is known to be the best confectionary for everyone. The first is the upward share that high-cocoa dark chocolate makes up of the likely $350 million to $400m of chocolate each year. (Wikipedia, 2012). Dark Ghana slabs are now Whittakers major supplier, and therefore hold 20% of NZ market share, whereas cocoa Old Gold is Cadburys best ever-growing line mirror rising 70% (Whitakers, 2012) Cadbury is  a confectionery  company that makes 7.3% of the worlds, 27% of the worlds gum, and 7.4% of its chocolate. Australia and New Zealand are the largest markets in the region.   Cadburys foremost chocolate brand name in Australia is Cadbury Dairy Milk and in New Zealand, brand contain Cadbury Dairy Milk. Cadbury has a number one location in New Zealands confectionery marketplace by means of a 47% contribute to. Trends Cadbury is a product of the Dairy Milk brand has reported a 6% increase in profits last year. The sales increased due to better marketing. The marketing budget increased from $87m last year to $120m, which is up 10.8% in respect to sales. Marketing indeed has helped the confectionary company gross a good deal of profit in this global economic storm. (Cadbury, 2012) Cadbury chocolates especially Dairy milk makes use of less cocoa in its production thats why its taste is not bitter and color is not as dark as other chocolates. Mostly the kids and the adults too choose for this chocolate as their sweet dish only because of its superiority. Cadbury is indeed a good example of how marketing strategies can help turn an unfavorable situation in to a favorable one. (Cadbury, 2012) External Environment Impacts Technology Cadburys long traditions of expertise specializes its tastes and texture. In this competitive market of confectionary technologies are improving consumers growing tastes as well as preference. Chocolate creation is a greatly tasteful computer controlled procedure, with a good deal of the new professional technology and equipment individual fashioned to Cadburys own design and requirement. Political Milk chocolate be required to each be 20:20, with a lowest amount of 20% dried out cocoa solids and a lowest amount of 20% milk solids. Dairy Milk is this kind of milk chocolate. (Skillsspace, 2012) The Food Standards Agency is accountable for checking that the rule is uphold for the security of resources that come into get in touch with with foodstuff and labeling. Labels have to hold certain in sequence e.g. the manufactured goods name, the companys name, a list of ingredient, particular storage space directions). company include to make definite they know what the rule is and that they be traditional to it. Two important laws are shown in the graph below: Food Safety Act, 1990 Sale and Supply of Goods Act, 1994 Covers four main areas: Goods must: 1. Labeling 1. Be of a satisfactory quality 2. Additives 2. Fit the description given 3. Composition (or content) 3. Be fit for their purpose as made known to the seller 4. Public health and hygiene. (Source: Skillsspace, 2012) Economics Cadbury Dairy Milk chocolate is the leader chocolate in overall New Zealand. It almost holds 47% of New Zealands confectionary market share in todays market. The scale of Cadbury Dairy Milk chocolate going Fair trade is massive with more than 5.7 million Fair trade Certified Cadbury Dairy Milk chocolate blocks in New Zealand and estimated 350 million Fair trade Certified Cadbury Dairy Milk chocolate blocks globally in 2010. (Cadbury, 2012). Cadbury has invest NZ$69 million to revolve Dunedin into a professional factory and protected developed and jobs in New Zealand. In the wake up of growing working and element expenses Cadbury is dropping developed costs so its crop stay at the back sensible at the leave. Social culturesource Today Cadburys have become a company who have a culture, which is concerned in keeping its stakeholders joyful. all along with this and the improvement in technology Cadburys have now lost its wide employee variety and replace it with machinery and at the moment just spend sufficient employees to stay the equipment leaving by individual stakeholder run the company has now become restricted by shareholders who are chiefly concerned in the company creation a wages (123helpme, 2011). Demography Cadbury chocolate targets kids between the age group of 5 to 10. During this age they are more likely to prefer chocolates more than any other confectionary since it is one of the best and satisfies most needs of the kids. Competitors An analysis of the current competition for Cadbury chocolates are centered on the 3 most popular chocolate sold in the New Zealand market today is presented using SWOT analyses. The weakness and strengths of Cadbury Chocolate has been identified as well as the threats and opportunities. Competitors 1 Nestle Henri Nestlà © provide his name to what is at the present the worlds main food and drink business, with over 280,000 workers, 456 factories in 84 countries and sales of extra than $140 billion in 2008. In our region, Nestlà © products have been available since the 1880s and in 1885; around 125 years ago, the company was first register in New Zealand. (Nestle, 2012) SWOT KEY Strengths KEY Weaknesses Competitively priced Unique taste Established target market in New Zealand Few choices of chocolates KEY Opportunities KEY Threats Different flavored chocolates Competition 2 Whittaker Whittakers market a range of 250g block, slab, Santà © bar and chunk in superstore In the molded Block Chocolate market, Whittakers has made a quantum jump in sale and trade sales for the brand name at the end of May 2009 were $17 million with growth of 62.7% near enough sales at the end of May 2010 to $27.6m. This is a market so as to barely grew 12.2% (Aztec Molded Block Market MAT). (Whittaker, 2012) SWOT KEY Strengths KEY Weaknesses Very good quality product Brand loyalty Competitive edge Established target market in New Zealand Existing distribution market Expensive to buy KEY Opportunities KEY Threats More chocolate flavors could be bought out Competition, such as lower priced chocolates New and better quality chocolates may take over the market 3 Kit Kat Kit Kat is also a very known and wanted confectionary in the NZ market today. It normally doesnt comes up in a very large package, and is always attractively packed. SWOT KEY Strengths KEY Weaknesses Good quality product Brand loyalty In business for a number of years Established target market in New Zealand Only chocolate flavor Medium quality Only one color KEY Opportunities KEY Threats Bring more flavors More colors Competition by brands with better quality Cadbury Cadbury Confectionery Ltd is the the majority leading actor in chocolate confectionery in New Zealand. Cadbury is a make with a extended history in New Zealand and a obsessive promise to creation everybody think cheerful. Cadbury  is a  confectionery  company owned by  Kraft Foods. SWOT KEY Strengths KEY Weaknesses High quality product Competitively priced Competitive edge Established target market in New Zealand Existing distribution market Expensive to buy KEY Opportunities KEY Threats Bring out more new flavors, different taste and different colors Competition, such as lower priced chocolates Target Market segments profile Cadbury chocolate targets kids between the age group of 5 to 10. During this age they are more likely to prefer chocolates more than any other confectionary since it is one of the best and satisfies most needs of the kids. by means of customers attractive even additional anxious with healthy drinking Cadburys would be sensible to look into producing a near to the ground obese or fat free chocolate variety. The return of this, at the same time as it, could open a potential marketplace wherever people are attractive additional conscious of strong. (123helpme, 2011) Cadbury the chocolate leader aims to target kids between the age group of 5 to 10 who consume chocolate the most. Though it does not have any specific segmentation targets therefore Cadbury chocolates are eaten by people of all ages, sexes, cultures, educational backgrounds, regions and on all occasions. It is not just for a taste but also people taste it on the celebration occasions. However, there is some differentiation targeting as a variety of Cadbury products are available to cater for the individual needs of different groups of customers. For example, a family block (350g) is available for families. Internal Environment impacts: Financial analysis Cadbury have invest NZ dollar 69 million in the direction of twist Dunedin keen on a professional industrial unit and secure developed and jobs in New Zealand. Cadbury Confectionery today established that the reform of its New Zealand and Australian developed process into specialized Centers of developed fineness is in its last phase. The plan in the beginning announce reverse in September 2007 (by means of a additional message in August year 2008) have by now see asset of $NZ69 million to get better the output, and insecure the extended-phrase chance, of its New Zealand developed operation. (Cadbury.co.nz, 2012) Internal organization and structure Cadbury organization is base on a self-governing organization method decision be complete as a effect of a discussion procedure connecting all members of the organization. Cadbury Schweppes also have two separate structure. The arrangement that they use for their panel of director has be re-calculated to clarify accountability and facilitate swifter pronunciation manufacture (Source: www.cadburyschweppes.com.) look at the better association organization it is obvious to see who is in charge of which division inside the industry. (123Helpme, 2012) Manufacturing/services processes -make your own and explain Firstly the research on how the chocolate would be designed and how it would taste is prepared, ingredients and recipes are added, such as, milk, cocoa, palm oil and other grocery products, then there is the production process, and after the product is ready it is set for packaging. Consumer trials are then taken, modifications are made and finaly the product is launched in the market. Human Resource Each of Cadburys factory contain a HR branch, which treaty with the factories require for. Human resource planning is the process whereby organization agree on the staffing maintain they will need to gather business needs and customer demands. There are a range of consideration that impact this planning, together with approaching retirements and transition, the ease of use of staff with positive skill sets and modification in the atmosphere that may want preparation for existing workers. 5) Management A young man named Richard Hudson arrived in the year 1868 in Dunedin and started a biscuit business, which was a great success. He purchased and operate the primary chocolate and cocoa developed place Southern Hemisphere in the year 1884. R Hudson and Company joined with Cadbury in the year 1930, therefore it be in this year so as to the initial block of Cadbury chocolate made in New Zealand roll off a Dunedin manufacture line. The company became Cadbury Confectionery Ltd in the year 1991 among a lot of of the lollies and sweet re-recognized as Pascall. Cadbury become an element of the Kraft food public on 2nd February 2010. Their heritage continues till date, therefore Cadbury foodstuffs are a huge hit by Kiwis all over the place 6) Research and Development-what have they done doing? They are persistent champion of nonstop development identify new program and insight to profit the trade, considerably causal and influence the way of strategic initiative to influence us to a sustainable spirited benefit. (Itsyourkindofplace, 2011) Marketing Function Cadbury believes that parents and guardians are the most important influence in the development of children. They do not advertise where children under the age of eight years are likely to be the majority of the audience. They also do not believe that its appropriate to sell our confectionery products through vending machines in primary schools and we will not do so. Location Cadbury is a brand with a long history in New Zealand. In New Zealand the main factory is in Dunedin. (Wikipedia, 2012). Competitive Positioning: (euromonitor, 2012) The chart above explains the marketing position of the Cadbury chocolate and its three competitors. Ethical Standing Cadbury is committed to growing responsibly. They consider answerable business comes from listen and knowledge, and have in place a clear CSR vision and policy. Vision Working together to create brands people love. (Sportspromedia, 2010) Cadbury is a leading trade name in fundraising and provide its associates, The House of Fundraising and Interworld Fundraising, with a variety of topmost advertising products from Cadbury. (Cadbury, 2012), therefore they think about CSR as a optimistic supplier to their competitive strategy. Increasingly they think of it as more about doing in charge things valuably than just doing the gainful effects responsibly. Others An additional extremely winning TV campaign that Cadbury has launch in recent times is Moro 4th best which encourage Kiwis to provide it a go and celebrate the runner up as all Kiwis can!

Shanghai Baby

Shanghai Baby is the first novel written by Chinese writer Wei Hui, a feminist and a resident of Shanghai who was 26 years old at the time when the book was published. Perhaps the enormous similarity between of the age, gender and city of residence of the writer to those of the lead female character is the reason for the popular belief that the book is an autobiography instead of what it really is, i. e. a work of fiction. The novel was first released in China in 1999 and went on to be in the top selling 5 novels of the year in Shanghai.Much to the chagrin of the liberated Western media, the top selling book was deemed pornographic in nature by Beijing Press and Publication and was banned all over China. The novel is a first person narrative about a twenty five year old woman, who lives in Shanghai, China, works as a waitress in a cafe to earn money, aspires to write a novel and become a writer and dreams about becoming rich and famous. Her real name is Nikki, but she is known among her friends as Coco, after her idol Coco Chanel.While working at the cafe, Coco meets Tian Tian, an artist, in addition to being a hedonist, a nihilist as well as being impotent. They fall into an intimate relationship and Coco although disappointed by his impotency, believes she can stay happy with the love of her life, until she meets Mark, a German business man who is everything that Tian Tian is not. Tian Tian is a sad pleasure seeker, haunted by a painful past, unnerved by a sinister future and is also in love with Coco. Mark is a rich, attractive male who can give Coco all that which she finds lacking in Tian Tian and more.Coco is a self indulgent, narcissistic, often annoying woman who is unable to resist the lure of pure sexual lust in the face of true love for a less than capable lover and becomes sexually involved with Mark. At this point it seems that the book predictably becomes an expression of the author’s erotic fantasies as she explains in detail Coco’s relationship with Mark. The entire tale is spun against the backdrop of the cosmopolitan city of Shanghai, in the midst of drugs, alcohol, nightclubs and bars.From one perspective, the book is a woman’s struggle between love and sexual pleasure. It is also, as proclaimed by many, an analysis of the darker side of the night life of Shanghai. However, most importantly, the book should be noted for its deep rooted symbolism: Tian Tian is the representation of typical Chinese men who are famous for their sexual incompetence and Mark is that of the stereotyped Caucasian male, sex starved and hungry for oriental females.All this is ironically wrapped in the materiality of brand names and wealth as characters are defined more in terms of where they live, what they wear and how much they own. Superficial at first glance, but in fact dripping with literary symbolism, the book reflects the author’s lack of confidence in the male species of human beings, whether native or foreig n as both men in Coco’s life become unavailable leaving her shattered by the end of the story. Works Cited Sheng, John. Afterthoughts on the Banning of â€Å"Shanghai Baby†.Retrieved on January 22, 2007 from: http://www. oycf. org/Perspectives/8_103100/afterthoughts_on_the_banning_of. htm Cole, S. (2001). A Non-Review With Current Events Tossed In. Retrieved on January 22, 2007 from: http://www. freewilliamsburg. com/november_2001/books. html Chloe E. , Slidell, LA. Book Review. Retrieved on January 22, 2007 from: http://teenink. com/Past/2003/October/17075. html CathCart, M. (2001). Shanghai Baby. Retrieved on January 22, 2007 from: http://www. abc. net. au/rn/arts/atoday/stories/s337449. htm

Balanced Scorecard IKEA Essay

About the company IKEA is a Swedish company registered in the Netherlands that designs and sells ready-to-assemble furniture, appliances and home accessories. As of January 2008, the company is the world’s largest furniture retailer. Founded in Sweden in 1943 by 17-year-old Ingvar Kamprad, who was listed as one of the world’s richest people in 2013, the company’s name is an acronym that consists of the initials of, Ingvar Kamprad, Elmtaryd (the farm where he grew up), and Agunnaryd (his hometown in Smà ¥land, south Sweden). The company is known for its modern architectural designs for various types of appliances and furniture, and its interior design work is often associated with eco-friendly simplicity. In addition, the firm is known for its attention to cost control, operational details, and continuous product development, corporate attributes that allowed IKEA to lower its prices by an average of two to three percent over the decade to 2010 during a period of global expansion. IKEA is about much more than just products. It is about offering inspiration, home furnishing knowledge, new products and solutions people can relate to. Always at low prices. IKEA home furnishing gives people access to affordable solutions that solve their needs and improve everyday life at home. Simply put, IKEA home furnishing makes it possible to turn dreams into reality and create homes to love living in. A culture of hearts The IKEA culture is hard to describe but easy to embrace. It’s a culture of enthusiasm, togetherness and willpower, born from our roots in southern Sweden and inspired by the IKEA founder, Ingvar Kamprad. The IKEA culture humbly unites us in our work to create a better everyday life for the many people. It’s not an easy task – and maybe that’s why we and all other IKEA co-workers are so dedicated and so stubborn. We all share the same conviction that many, not few, shall be able to create the home they want  and dream of. And when you put your heart into your work, it’s then you really can make a difference. Over 150,000 people are involved in the creation of a better everyday life for the many people. Business plans †Maintaining a strong IKEA and expansion ideas are great motivators to work hard. But there is no culture is one of the most crucial substitute for the feeling of actually contributing to something bigger. factors behind the continued success of the IKEA Concept† Ingvar Kamprad IKEA founder The IKEA values Values cannot be invented – they can only emerge from one place: the heart. IKEA values are very much a product of our origin. Hard work, tough challenges, common sense, Swedish roots and limited resources have formed IKEA values. To keep the IKEA Concept successful, we work to keep our values close to our heart. The IKEA values convey the essence of the entire IKEA culture. Over the years we’ve learned that acting according to IKEA values not only brings us together – no matter what age, race or part of the world we live in – it helps us do business successfully. The IKEA product range Developing IKEA products can take place almost anywhere around the world – on a factory floor in Asia or on the drawing board in Älmhult, Sweden. And everybody involved works together to create a product range that is simple, easy to live with and affordable. Good design should be available for the many, not the few. That’s why all IKEA designers design every IKEA product starting with a functional need and a price. Then they use their creativity and knowledge and use low-cost raw materials and manufacturing processes to create functional products. Then large volumes are purchased to push prices down even further. Most IKEA products are also designed to be transported in flat packs and  assembled at the customer’s home. This also lowers the price by minimizing transportation and storage costs. By doing all this, the IKEA Concept uses design to make sure that IKEA products can be bought and enjoyed by as many people as possible. IKEA designers constantly seek new ways to improve people’s lives – without emptying their wallets. But how can good design and function be combined with good quality, all at a low price? It starts with focusing on what’s important. Will an expensive finish on the back of a shelf or under a table-top improve the function? Of course not. So IKEA designers do not do it, because a product is of no use to the many people if it is not affordable. Low prices with meaning Low prices are only valuable if they offer good function, quality and design. IKEA product development teams constantly ask themselves – does this product contribute to a better everyday life? Does it have a good, sustainable design? Is the function and quality suited for everyday life? And most crucial – is the price low enough to make this product accessible to many, not just the few? Touch. Try. Explore. Dream! The IKEA store is our meeting place. It is where the IKEA product range comes to life. Visitors can compare styles and prices and get inspired by realistic room settings. They are welcome to sit, lie down, open and close drawers and cabinets, and pretend to cook, sleep or watch TV. The IKEA store is designed to meet many people looking for something for their homes. It’s also a place where you actually can go from inspiration to involvement by getting inspiration from solutions in the store, searching, finding and choosing the products needed, picking them up, buying them, bringing them home, putting them together and enjoying them the same day. All the IKEA products in the store are supported by price and product information that makes it easy for visitors to serve themselves. Customer involvement contributes to low prices. An invitation for the whole year With hundreds of pages of ideas, inspiration, solutions and products, the IKEA catalogue shows how the IKEA product range contributes to a better  everyday life. It is filled with solutions that answer people’s dreams and needs, it is also complemented with digital content that gives users a richer experience and provides more in-depth home furnishing knowledge. Still, it shows only part of what is offered in IKEA stores. Improve and develop the IKEA Concept The IKEA Concept is a living concept. We develop and improve it together with IKEA retailers and other contributors. Together we work to stay in the forefront of global trends and changes in retailing. We listen to the needs based on real-life shop floor experience to get better insight into what the many people need in order to improve their life at home. All this helps us to ensure that the IKEA Concept remains successful in an ever-changing world. We constantly monitor how the IKEA Concept is implemented in every market to ensure it is creating the maximum impact. Monitoring helps us to understand the different challenges facing IKEA. This could range from market conditions to cultural factors affecting shopping behavior. Through monitoring we can find ways to improve the IKEA Concept and how it meets the many people. IKEA retailers share their experiences, knowledge, innovation and ideas. This helps the IKEA Concept to be a living and dynamic concept that continuously develops and expands. The key is working together. Online know-how, Publications, Training programmes We offer an online resource for IKEA know-how that includes solutions, news, training programmes, publications and much more. We provide manuals and guidelines for all parts of the business and specific know-how areas. We also publish a magazine for IKEA retailers filled with tips, tools and proven solutions from all over the IKEA world. We offer a range of training programmes for many aspects of the business. Market research We conduct regular market research and provide IKEA retailers with reports and tools that help them improve their business. For example, we measure how well IKEA retailers have positioned the IKEA Brand in each market and how satisfied customers are with their latest store visit. We also conduct  research that helps find ways to improve the IKEA product range, the IKEA catalogue and the IKEA website. And we gather and analyze insight into macro-economic factors and the competitive situation. The IKEA Concept Center We believe in learning by doing. We operate the IKEA Concept Center in Delft, the Netherlands, where shopping, learning, testing and supporting all come together. The idea is to give IKEA retailers the chance to learn about the IKEA Concept and its recent updates and benefit from all the competence of specialists in a hands-on environment. For most visitors, the main attraction of the IKEA Concept Center is the IKEA store. Like all IKEA stores in the world it offers inspiring solutions, low prices, tasty food and shopping that is fun and enjoyable. The IKEA Concept Center is also home to specialists who, in co-operation with the IKEA retailers, find and identify good ideas and solutions. New solutions are developed, documented and analyzed from a conceptual viewpoint. We provide systematic transfer of IKEA know-how. And communicate proven solutions to all IKEA retailers, so that each and every one can benefit from these in their business. Together, we work to keep the IKEA Concept successful. We offer more than 50 different training programmes and workshops to IKEA managers and specialists at the IKEA College. In addition, many training programmes are offered locally or as elearning programs. Every year thousands of students are educated on how to use proven systems, methods and solutions to maximize the possibilities of the IKEA Concept. Testing Just as all IKEA products are tested to ensure quality and to find ways to improve, we are always interested in improving the living IKEA Concept. We test lots of new and innovative ideas at the IKEA Concept Center. These could be ideas suggested by IKEA retailers or ones that we come up with ourselves. When we find solutions that work well we make the part of the IKEA Concept and document and describe them so that all IKEA retailers benefit. 2013 was exciting for IKEA retailing In a tough climate IKEA retailing continued to grow and expand. Retail sales ended at EUR 29.2 billion for the full year. The business climate in Europe continued to be challenging for IKEA retailers, while we see improvements in North America, Asia Pacific and the Middle East. As many developed economies strive to balance economics and social well being, we see that uncertainties will continue to dictate the business climate for some time. This affects people’s lives and living conditions and therefore we believe that the IKEA Concept is more needed than ever. The IKEA Concept gives everyone the possibility to improve their life at home IKEA products are becoming more accessible. This is about offering a wide range of good home furnishing products at low prices. It is about providing more and better services. And it is about creating a positive shopping experience in IKEA stores and online. Nine new IKEA stores opened, two of which are in new markets: Lithuania and Qatar. The re are also continued You do your part. We do our part. Together we, save money. improvements in sustainability efforts in various aspects of the IKEA Concept. One example is that by 2016, all the lighting sold at IKEA stores will be LED. The IKEA product range aims to help the many people live a more sustainable life at home, with solutions to help save energy, water and reduce waste. Most things remain to be done The first IKEA business was founded in 1943 and the IKEA Brand celebrated 70 years during 2013. Today more than 150,000 co-workers are working through-out the IKEA world. We saw more than 770 million visits to the IKEA stores and 1.2 billion visits to IKEA websites in the past year. Still we are just at the beginning. IKEA retailing is small in most markets and does not exist in others. People’s needs for good home furnishing products at low prices are bigger than ever and the IKEA Concept will continue to contribute  to a better life at home for the many people. A July 2013 media report speculated that IKEA is the world’s largest consumer of wood after a finding that the company uses 1% of the Earth’s wood supply. As of January 2014, IKEA owns and operates 349 stores in 43 countries. The Balanced Scorecard Value proposition IKEA’s value proposition is operational excellence because all IKEA designers design every IKEA product starting with a functional need and a price. Then they use their creativity and knowledge and use low-cost raw materials and manufacturing processes to create functional products. Then large volumes are purchased to push prices down even further. Mission Statement IKEA’s mission is to create a better everyday life for the many people, by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. It’s about creating homes to love. Critical success factors Financial -grow and expand -increase sales -enhance customer value -improve cost structure Customer -brand positioning -low cost product solutions -real life experience stores -rich content catalogs Internal Business Processes -minimizing storage and transportation costs -quality testing -product development -market research reports Learning and Growth -culture of hearts – e-learning programmes, training programmes and workshops -sharing experience, ideas, innovations, knowledge and know-how -market research reports -IKEA college