Crisis Management Essay Example for Free

Crisis Management Essay Crisis management is easily becoming a concern and priority because of the needs of the modern world. More than ever, there is advancement in technology. Technology can be used to assist prepare for crisis and to make them more manageable. Man made crisis can arise from disasters created by human activity like bombs or war equipment. They require preparedness so as to minimize or eradicate effects on society. Crisis from natural disasters like tsunami, volcanoes also require preparedness since even when they can be predicted, their effects can be quite extensive and hard to wholly avoid. An earthquake of 8. 9 magnitude hit Indonesia, creating a tsunami that led to extensive costs in human life, buildings and finances. As a result, many countries accessed their crisis management systems so as to be prepared in future against such a disaster. Tsunami emergency management systems Due to the 2004 tsunami disaster, countries have amplified their systems for warning, planning and monitoring tsunami. TsunamiReady is such an initiative encouraging alliance between several sectors. StormReady cites these sectors are emergency management agencies in the local, state and federal levels as well as the National Weather Service and general public population. The first task of the alliance is to create tsunami awareness among the population. More awareness will lead to better response. Concentration is on those who are more vulnerable, for example, those along the coasts who would be in direct line of a tsunami. An example is the Australian Tsunami Warning System that deals with exclusively with tsunamis. Governments have launched initiatives to assist in this. In the UK, for example, the contingency planning outlines the management of a crisis from what constitutes a crisis, its declaration as a crisis, what follows after and the role of the various part in the management. In this case, a crisis is an occurrence within the UK threatening grave harm to the public wellbeing (Civil Contingencies Act 2004). It outlines the responsibility of the leaders and accountability. The programs responsible for tsunami crisis management are operated in coordination with Meteorology, Geosciences, and Emergency Management departments. It is through this effort that communities can be served effective tsunami warnings. Information and knowledge gathered by individual countries is also contributing towards international establishment of regional Tsunami Warning System, for example, Indian Ocean Tsunami warnings, West Pacific tsunami warnings among others. These tsunami warning services provide 24hour analysis and monitoring of tsunamis. Documented seismic and sea-level networks are continually extended to facilitate efficient tsunami warnings. They are also actively involved in improving community tsunami training and education programs countrywide. Governments have also set aside radio service that will be operational during tsunami crisis and the frequencies distributed to those at the coastline so that communication can be facilitated during threats of tsunami. National websites have been set for these areas for updates and warnings including tracking tsunami movements. In additional, toll free emergency telephone numbers for tsunami crisis have been set aside in many countries for the dispensation of information. In the America pacific area, tsunami threat is handled by the StormReady under Federal Emergency Management Agency (FEMA). Its one of the programs affiliated with TsunamiReady. It was created in Oklahoma USA in 1999. Its main goal is to assist communities increase safety and communication skills. These two skills are important before, during and after a crisis. StormReady (2010) assists those responsible for community wellbeing to reinforce local safety programs through more education and awareness and better planning. Interagency coordination According University of Defense ( 2003. p. 3) managing crisis effectively means a synchronized addressing of all spheres of a crisis. The University of Defense (2003. p. 3) states that these spheres could be the political, diplomatic, economic, humanitarian or social. Without coordination in planning, operations and communication it is easy for responsibilities to be unmet because it’s unclear whose obligation it is. Interagency coordination also assists maximize efforts and avoid redundancy. When each agency concentrates on one area, another takes a different route and more service and help is offered to those in need. Government role in a crisis Haddow et al (2008, p. 9) states that the government has a major role to play in helping its citizens prepare for crisis like the tsunami crisis. One of the best things the government can do is grant funding that will facilitate smooth running of emergency management services. Paramount in crisis management is education of its citizens, coordination of evacuation procedures and funding for recovery efforts. It is not easy to know the best way to respond to a threat when one does not know the nature of the threat. If a threat is from weather, the citizens need to know all the aspects that are involved and how to respond. Education should aim to educate those who are especially vulnerable. For tsunami, all those on the front shores, coastlines, or are involved in marine life should be well educated as to proper response incase of a crisis. According to Haddow et al (2008, p. 101) The local communities on their part should seek to educate its local population before a crisis hits. They should ensure continuous education and that the local population is well knowledgeable on the crisis that are most likely to affect them and they are able to respond in an effective way incase of a crisis. Practice should be used so that all members of a family, for example, know what to do incase of a crisis. The government should also ensure effective communication before, during and after a crisis. That way, it is able to give warning in time, communicate evacuation routes, assist with information during evacuation and offer necessary services in any aftermath. Some of the services that the government can offer during a crisis proposed by Haddow et al (2008, p. 105) are search and rescue missions, medical services and food provisions to survivors. The role of media in a crisis The media tends to provide information fast. Due to modern technology, the media is able to relay information widely too. During the 2004 tsunami crisis, the local media coverage drew attention to what was happening. Although the tsunami was not expected, media worldwide was able to communicate the disaster and rescue missions were launched. This was one instance where the media really played a crucial role in dispensing information. Sommers et al ( 2006, p. 1) states that media raises awareness and can be challenging to authorities as was seen in the hurricane Katrina disaster. It is argued that sometimes also becomes directly involved in the events as happened in New Orleans during the disaster. However, media can be discriminatory in its coverage. Even as media was creating tremendous awareness on the situation, its response was considered sluggish. In an ironical twist, racism was blamed for the slow response to the disaster by media even as the media blamed the government’s slow response on racism as Sommers pointed out (2006. p. 2). Sommers et al ( 2006, p. ) found that sometimes the media can also pick a spin on a crisis that might not be of most importance as long as it will give their news an edge. This has been cited as what happened during hurricane Katrina where there was undue focus was on crime happening. Sommers et al ( 2006, p. 7) also argues that media is also prone to exaggerations especially in the heat of the making of a story as was also evident in hurricane Katrina coverage. Public perception during a crisis Public perception in crisis is largely influenced by information that the public receives. This is because in most cases the public is far from firsthand information. If they receive erroneous information from the media or government, they will respond according to that. Sommers (2006, p. 8) found that in the case of hurricane Katrina crisis the emphasis on crime coverage may have greatly discouraged some individuals from rescue efforts and had potential to bias people outside that state. In the age of free media where overload of information seems like the norm, the role of responsible media coverage can not be over emphasized in the formation of healthy public perception. While crisis are hard to deal with, the media can find itself pressured to create scapegoats when the public wants to allocate blame. In the case of 2004 tsunami many reports especially on the Internet tried to blame the victims, global warming, western countries and even God. It can sometimes feel easier to blame victims for what happens to reduce feelings of vulnerability in the general population as Sommers et al noted (2006. p. 9) Post crisis recovery and continuity strategies Post recovery and continuity plan are integral parts of managing a crisis. The process of crisis management is not over until those affected are able to continue with their economic, social and productive life. According to research by Gartner (2001, p. 2) the economic aspect is especially imperative since it accelerates the recovery of businesses and thus peoples lives and their communities. Post crisis recovery strategies need to be in place before the disaster for best effect. It is necessary to set recovery objectives. Gartner cites one of the most important post recovery strategies as recovery of data and critical technology. Loss of information is one of the hindrances to quick recovery. For example, businesses find it important to have human resource information so that it can facilitate services to its employees, for example, as they claim benefits. Another strategy is government funding and dispensation of emergency funds. Finances play a big part in the recovery process especially in rebuilding. Finances also facilitate businesses to begin their functions and rebuilding of communities can begin. Gartner (2001, p. ) states that in addition governments require financial institutions to continue their services in areas hit by crisis as a means of encouraging growth and to avoid disruption of economic endeavors. This was helpful after hurricane Katrina for example. Through policing peace and security are enforced to avoid lawlessness. Other human needs are addressed through various agencies offering humanitarian assistance that caters for social requirements. Doctors and counselors are especially helpful in dealing with the physical and psychological effects of a crisis. Conclusion Crisis can come from human activities or through natural forces. It can be hard to anticipate them. Even when they are anticipated, it might not be easy to avoid their impact on communities. There is better preparedness today against crisis but at the same time, there are increasing threats to human wellbeing. While nature continues to threaten human wellbeing with better planning and execution of crisis management much of the effects can be reduced. Human threats like chemical warfare are best avoided and stringent measures put in place to reduce loss.

Disciplinary procedures

Disciplinary procedures Introduction: Discipline is the essential part of any organization. A disciplinary procedure is sometimes the best way for your employer to tell you when something is wrong. It allows them to explain clearly what improvement is needed and should give you an opportunity to put your side of the situation. The discipline policy is depending of the company. Hear in newly open Tesco, the manager can take action against non-disciplinary action by using the following procedure. Informal non-disciplinary action The line manager should make clear the nature of his or her concern together with any suggestions as to how the member might improve their work performance in such kind of non-disciplinary conduction. There is some stage of to handle non disciplinary action. Hear in this case as a department manager the decision is being made as per the company policy about the disciplinary action. In this case Paul Wilkinson come late to the work but leave early, so as a department manager the legal action would be taken as under. In the case of Paul Wilkinson the action would be taken as under Stage 1 First formal oral warning While taking any disciplinary action, it is essential to give a formal oral warning to the employee, hear the department manager already given the oral warning to the Paul Wilkinson about their non-disciplinary behaviour but he didnt improve her behaviour, now as per the company policy the department manager will take the second step to follow the procedure. Stage-2 written warning After all investigation about the case if the person found guilty or un-discipline the next step would be to give a written notice. In the notice contain all the detail about the case and further action taken by the department manager. After giving formal oral warning the Paul Wilkinson does not make any improvement so, the manger gives him a written warning about their conduct. This written warning is the proof of the action which is taken by the manager so, in future if any legal conflict are arise, this written warning can remain as a proof. so as a department it is very wise to give a written warning before taking any non-disciplinary action. Stage 3 Final warning If there is still a failure to improve and conduct or performance is still unsatisfactory, or where the matter is sufficiently serious, the company give him a final warning about to improve the behaviour or follow the company rules. In this final warning company have to mentioned that if candidate do not follow the rules, company will dismiss him immediately. In this case if the Paul Wilkinson still not make any improvement the manager give him an final warning. Stage 4: Dismissal If conduct or performance is still unsatisfactory, dismissal will normally take place this is not any warning but final dismissal letter given to the candidate. As a department manager, before taking the dismissal action he informs to Paul Wilson and if he will fail to conduct performance after final warning, he will be dismissed by the company. The action would be taken in the case of Sheena Johnson Hear in this case Sheena Johnson found to theft the material from the department, so this is a legal crime to stealing the material from the company and the manager told him to report him tomorrow. So in this case the action would be taken as under. Investigating of stealing: as a department manager the first procedure would be to gathering evidence of offences, because the evidence is the proof of the case, without evidence manager can not take any further decision. Hear in this case security caught the Sheena Johnson to stealing the material so; the manager will see the evidence and then take the further decision. Seek Legal Advice before Confronting an Employee: before taking further action manager need to present that to your companys legal advisor first of all. Further more you conduct any interview with the person in a calm and rational manner. In the event that a suspected employee isnt caught in the act of theft nor have they confessed, once you feel you have gathered enough evidence to support your theory more firmly, you need to present that to your companys legal advisor first of all. If they feel you have a watertight case with enough evidence to prove their guilt then its important that you conduct any interview with the person in a calm and rational manner. This is because if they are guilty, advanced warning might enable them to concoct lies or alibis as to why they couldnt have been involved. Just simply and politely say that you just need a brief chat after work and not give them any indication that it might be about a particularly serious issue. The Interview: If you opt for the interview, however, you need to tell them the reason why you wanted to see them, explain the situation in a calm and rational manner and then give them the right to respond. At first, they might simply refute your claims and stand their ground but the more hard evidence you can introduce after theyve finished speaking, the more likely theyll buckle under the pressure and confess. They may not, of course, which is the point at which you may need to seek further legal advice about pursing the matter in court, if its a serious case. Reference:- http://www.human-resource-solutions.co.uk/Areas%20of%20Interest/Discipline.htm http://www.workplacesafetyadvice.co.uk/dealing-with-employee-theft.html

The Byzantine Empire

The Byzantine Empire The Byzantine Empire The Byzantine Empire lasted from the fall of the Western Roman Empire in 467 A.D. to 1453 A.D., when Constantinople was lost to the Ottoman Turks. In its thousand year history Byzantium had many important rulers although Justinian and Theodora were perhaps the greatest among them. After Western Rome fell the Eastern emperors still saw themselves as rulers of all of Rome. In the year 527 Justinian, succeeded his uncle as emperor and Justinian make this a reality. After many campaigns lead by his best general, Belisarius, Justinian had conquered all the territory Rome ever ruled and could now truly call himself a Caesar. Justinian did not rule the empire alone, his wife Theodora also worked with foreign leaders, passed laws, and took part in politics. In 532, during the Nika Rebellion, Theodora convinced Justinian to stay in the city when he had wanted to flee to safety. To rule his vast empire Justinian created a set of laws know as the Justinian code. Justinian created the code from old Roman laws that still applied for Justinians time. Byzantium was constantly attacked from its beginning to its end. Thus, the Byzantines became skilled warriors and shrewd diplomats. They employed tactics such as diplomacy, bribery, and military power to fight their foes. Like the fallen Eastern Empire they found that they could trust mercenaries, sometimes even more than their own soldiers. A company of Scandinavian mercenaries known as the Varangian Guard remained under the control of the Byzantine emperor and they could be trusted far more than Byzantine soldiers. The Byzantine Imperial flag is yellow with a double-headed eagle wearing black crowns. The double-headed eagle was the symbol of the Palaiologos, the last Byzantine dynasty to rule from Constantinople from 1258-1453. The double-headed eagle symbolized the dynastys interests in both Asia and Europe, and was kept despite the fact that nearly all of the Empires Asian possessions were seized by the Ottomans. The two headed eagle would eventually become identified with the empire itself, and with institutions outside the Byzantine Empire that were connected to Constantinople. Thus, it is not surprising that the flag was in use by the Russian Czars and the Greek Orthodox Church. Another flag of the Byzantine Empire is a combination of the St. George cross (which is a red cross on a white field) and the arms of the Palaiologos family (yellow crosses on a red field). The four symbols in the corners of the two crosses in the arms of the Palaiologos family could be either firesteels, which were used in badges of the Order of the Golden Fleece, or as the Greek letter Î’, which makes up the initial letters of the Paleologuess motto: Î’Î ±ÃÆ'ÃŽ ¹ÃŽ »ÃŽ µÃâ€¦Ãâ€š Î’Î ±ÃÆ'ÃŽ ¹ÃŽ »ÃŽ µÃâ€°ÃŽ ½ Î’Î ±ÃÆ'ÃŽ ¹ÃŽ »ÃŽ µÃâ€¦Ãâ€°ÃŽ ½ Î’Î ±ÃÆ'ÃŽ ¹ÃŽ »ÃŽ µÃâ€¦ÃÆ'ÃŽ ¹ÃŽ ½ which means: King of Kings, ruling over Kings. The Byzantine Empire also developed its own unique culture that separated it from its Roman ancestors while still preserving Greco-Roman culture and its many great works. Justinian worked to beautify Constantinople by repairing buildings and building a stone wall along its Western half. He also built the Hagia Sophia, which was considered to be the greatest church built in medieval times and still stands today. The Hagia Sophia symbolizes the union of Church and State in the Byzantine Empire. Byzantine art was heavily influenced by its Roman ancestors, which was influenced by Greek art. Therefore Byzantine artists never lost sight of their classical heritage. Because of this, the Roman art of creating mosaics was retained by the Byzantines. Byzantine art, while influenced by its ancestors, had developed its unique style. Byzantine painting and mosaics use many colors and figures but the figures were typically seen as stiff or flat. The figures have large eyes with golden or gold tone d backgrounds and were mainly produced for churches and as such the art often portrays people as somber and solemn. Byzantine art also shows only a small attempt made at creating realism. Throughout the centuries Byzantine emperors issued coins in gold (the solidus), silver, and copper. Their picture and name would be imprinted on the coins. The main function of coins was the collection of taxes. Works Cited American Museum of Natural History. American Museum of Natural History. Web. 26 Dec. 2009. . Awesome Planet. Www.awesomeplanet.org. Web. 26 Dec. 2009. . Constantinople. Web. 26 Dec. 2009. . Democracy frontline. Web. 26 Dec. 2009. . Globe Hoppers. Web. 26 Dec. 2009. . Harris, Jonathan. Byzantium and the Crusades. New York and London: Hambleton and London, 2003. Print. Herrin, Judith. Byzantium The Surprising Life of a Medieval Empire. Princeton: Princeton UP, 2008. Print. The History Guide. Steven Kreis. Web. 26 Dec. 2009. . Planetfigure. Jelsoft Enterprises Ltd. Web. 26 Dec. 2009. . Sherrard, Philip. Byzantium. New York: Time-Life Books, 1966. Print. Timothy Ministries. TimothyMinistries.org. Web. 26 Dec. 2009. . Treadgold, Warren. A Concise History of Byzantium. New York: Palgrave, 2001. Print. Weider History Group Online. Weider History Group. Web. 26 Dec. 2009.

Architecture Essays -- Careers Jobs Architect

The career I have chosen for this project is an Architect. A building architect to be more specific. The career has many characteristics of work that I wish to pursue as I grow up. The main idea is thinking of new, and visually nice designs to grab your clients attention for them to buy your design. It also is a job were mathematics and now computer training is needed. The nature of work of an Architect is basically the design of building and other structures. The design of the building must not only be creative and what the client wants, but there are many different regulations and rules to follow to make the building affordable, safe, and proper size for it to fit in its specifically picked out plantation. First the Architect and the client must discuss the basic idea of the project, giving him basic ideas like size, shape, number of rooms and budget. The Architect will then make blue prints or drawing of his ideas, then present them to the client or clients who he is working for, to see if they like his idea and if they have any comments or suggestions that they would like to get met. If the clients like that idea of the building, the Architect must then draw final construction plans which show the building’s general appearance and details for it’s construction. Such details as the air-conditioning , ventilation and electrical systems to name a few. Architects now sometimes turn to computer-aided design and drafting or (CADD) only a few Architects will plan all their wo...

Biffs Changing Perception in Arthur Millers Death of a Salesman :: Death Salesman essays

Biff's Changing Perception in Arthur Miller's Death of a Salesman In Death of a Salesman, Biff's perception of society is altered through a chain of events throughout the play.   His unrealistic expectations about how to succeed, learned from his father, eventually caused the destruction of his fantasies.   His concept of an ideal society, where being liked is what is needed to succeed, is harshly changed to a reality where he must realize that hard work and devotion are necessary to prosper.  Ã‚   Through a series of events, Biff gradually comes to a realization of what is necessary for success.   First, we are shown a part of his childhood where Biff is told that "the man who makes an appearance in the business world, the man who creates personal interest, is the man who gets ahead."   This idea appears in direct contrast to Bernard, one of Biff's childhood friends, who works and studies hard.   Biff decides that Bernard will not succeed because he is "only liked, not well-liked," and being well-liked is the cornerstone of success. Nonetheless, later in the play we see that Bernard has become very successful, underscoring one of the messages in the play, that success is not just a result of popularity.   Second, we are shown a scene in Boston soon after Biff has just failed math for the year.   He discovers his "heroic" father having an affair.   Biff comes to the painful realization that his father's values, his views, and everything that Biff had mad e the foundation of his life, are all completely "fake" and "phony."   Unfortunately, he has nothing with which to replace it.   Lastly, Biff decides to leave to try and find himself, but an argument develops between Biff and Willy.   Biff begins to see himself as like his father, "nothing," just an average man trying to make a living, and quite possibly failing.   Biff's earlier image of his father's greatness has crumbled entirely, leaving a lost young man trying to find his way.   Biff realized that he now needs to find his own values in life.   He has finally tasted reality and now must dive head first into the pot, without any real preparation. Thus, it is clear that in the novel Death of a

Contrasting Imagery with Symbolism Essay

The story The Cathedral by Raymond Carver is a story of transformation of a human character’s life from depression and carelessness to belief and diversity. A cathedral is a symbol of faith, conversion, creativity and strength and is therefore a substantial component of Carver’s story. The process of drawing it becomes the climax of the story when the author uses intense imagery to describe the workings of the drawing that the husband is creating. Imagery and symbolism are greatly used in this story, but in very different ways to provide very different effects. Moreover, the cathedral is connected to the representation of the blind man as a preacher and a teacher. The symbolism of the cathedral in the story makes one believe in the future and optimism. A cathedral symbolizes religion, and the TV show that the two men watch leads to an important question. The blind man asks the husband to describe to him the image of a cathedral. The husband is unable to successfully compose an accurate description because he doesn’t understand the meaning and the symbolism of the building. He is not a man of religion, and he is watching the show only because he has nothing else to do. â€Å"Don’t ask me why this is,†(245) he says. Compelled to think about the purpose of cathedrals, the narrator begins to realize that they symbolize the struggle that people endeavored to build those structures. What would make people do such a thing? Belief and religion sometimes give direction and meaning to peoples’ lives. The effort required to build a cathedral becomes an outburst of creativity. The inability of the husband to understand the purpose of cathedrals shows that he lacks creativity, and his life is meaningless and not fulf illing. By making the husband draw a cathedral together with him, the blind man teaches him about the importance of the cathedrals and the significance of believing in something. The husband experiences something that he has never thought would happen to him, and it makes him aware of the diversity of life. Before Robert came, the husband was alone, and his wife says that he didn’t have other friends. â€Å"Never thought anything like this could happen in  your lifetime, did you, bub?† asks Robert and there is no answer. The narrator’s loneliness caused by urban life has become his style of living, and when he has to communicate with others and to share ideas he becomes anxious. The detachment makes him pessimistic and closed-minded. The narrator’s anxiety disappears as the story progresses, and when he begins to draw he is more relaxed and in a creative mood. The first thing that he thinks of is his house: â€Å"I drew a box that looked like my house†(247). The transformation of the house into a cathedral is a very powerful image. His home and himself derive the symbolism of a cathedral. And â€Å"What’s a cathedral without people?†(247). Characterized as a social place where people meet, the cathedral becomes symbol of the husband’s ability to overcome his loneliness and his inability to communicate. The author uses suddenly uses intense imagery in the story that he hasn’t used before, this is to emphasize the importance of the moment. â€Å"His fingers rode my fingers as my hand flowed over the paper. It was like nothing that I have ever felt before.†(247) This marks the climax of the story as well as the turning point in the thoughts and beliefs of the husband. Nevertheless, the husband doesn’t change his life by himself. It seems that the blind man is showing the husband how to draw and not the opposite. Robert is in control, but the narrator does not oppose that experience. He has been waiting for something like this to happen, and he is happy that it happened. The process of drawing a cathedral together with the blind man creates the symbolism of a cathedral and becomes a religious experience, which symbolizes the husbands conversion – his spiritual epiphany from good to bad. He is taught the meaning of value and virtue; he is happy that he encoun tered Robert. The symbolism of the cathedral is also directly connected to the blind man. His question if the husband is a religious person is almost rhetorical because he already knows that he isn’t. The blind man is a very powerful person because his blindness has made his other senses different than ours in a wonderful way. He sees things from a special perspective, and becomes a person who can share a different angle toward wisdom, a different entrance  toward knowledge. For the husband, Robert comes as nobody, and he becomes somebody. He is like a preacher who opens your mind and gives a meaning to life. The blind man is a teacher, and his image is connected to the spiritual image of a cathedral. The image of a cathedral is an image of something enormously strong, stable and at the same time beautiful and creatively artistic. The author uses imagery not only to create a mental portrait of the physical surroundings of the story, but also to breath life into the symbolism of the images that are created. The small amount of imagery that is used is very significant in that the imagery that is used, brings across very strong and clear pictures of meaning and thought. The symbolism that is in this story is enormous. It can be found everywhere. It is used in contrast with imagery to give greater meaning to the story that otherwise wouldn’t have been clear.

Fantastik All-Purpose Cleaners

Case: fantastik All-Purpose Cleaners Key Decision: Develop a brand strategy to increase fantastik’s sales and maintain its leadership position in the increasingly competitive all-purpose cleaner market. Problem/Opportunity: fantastik has limited financial resources to promote and develop its brand. Also, other heavy price discounting and new higher-priced cleaning products have threatened fantastik’s market leading position. Thus, fantastik needs to lower its retail price or innovate product categories to attract and maintain customers.Stakeholders: Johnson family benefit from the profits earned and success of the business. Customers need the strong cleaning function provided by the cleaners. Employees need a stable and safe working environment and expected salaries. Analysis: Internal: fantastik has leading brand equity in industry and strong social responsibility that commit to communities and the environment, thus customers who pursue green lifestyle could be loyal t o fantastic. Moreover, fantastik’s retail price $3. 9 is relatively high compared with its competitors, thus it may lose customers who are price sensitive. External: Consumers are moving towards environmentally friendly products, it gives fantastik a good opportunity and competitive advantage to compete with other competitors. Consumer Analysis: The target market is women aged from 25 to 49 who are responsible for the cleanness at home and has upper household income. They are concerned about quality of life, thus they prefer to purchase product with high quality.Competitive Analysis: The competitors are other all-purpose cleaners such as Lysol, Easy Off Bam, Mr. Clean, Vim, Hertel and private label. Those competitors offer lower retail price than fantastik and have strong cleaning function. Especially, private label products have the advantage of high margin for retailer and good shelf space. Alternative Marketing Strategies: Decision criteria: 1. Maintain competitive market share 2. Commit to environment 3. Allocate limited financial recourses successfullyAlternatives: 1. Develop new form of product and consistent with environmental responsibility. 2. Reduce retail price to remain competitive in the market. 3. Develop new scent of fantastik. It will cost too much to do market research and test and it’s easy to be copied by competitors. Recommendation: Decision: fantastik should develop new form of product and be consistent with environmental responsibility to attract more customers and improve household penetration, thus it can extend its product life cycle.Implementation Plan: Marketing Strategy: Target women aged from 25 to 49 who are responsible to do the cleanness of home and position high quality and functional benefit of product. Marketing Mix: Produce higher quality and new function product and commit to environment responsibility to earn brand equity from customers, and use higher retail price to indicate its high quality and make profit through high margin in the beginning.Moreover, company should use personal selling, product show and shelf advertising as promotion strategy. Finally, company can choose convenience stores nearby community as distribution centres in addition to major grocery, drug and mass merchandisers. Expected Results: fantastik can increase its dollar share by 4% in 2007 and keep its market leading position through implementing the marketing strategy.