Bias in the Media essays

Bias in the Media essays News broadcasters have a basic job , that of supplying their viewers with the facts. With this occupation news anchors and reporters can remain seen as human beings, humans with feelings and opinions. However, their job is not to reveal these to the public. Viewers should be able to feel confident that a program will be sharing factual information on subjects and then they will be able to form their own opinions and judgments. Unfortunately with many of todays newsmakers this ideal can not always be made possible. The number of democratic party members is very high in journalism. In fact in a 1996 survey, as reported in a book titled Bias: A CBS Insider Exposes How the Media Distort the News by Bernard Goldberg, a considerable eighty nine percent of journalists voted for Bill Clinton in the presidential election compared to only a forty-three percent vote from the general American population. In particular primary news sources, CNN, CBS, NBC and ABC have long been viewed my many people as possessing and distributing a liberal tone (1). Many viewers are easily swayed to more liberal ways of thinking due to the structure of the reporting by these newscast stations. Many viewers however can realize that the women and men of television are political partisans. They take the facial expressions, aside comments and tone of voice, used by these professionals light heartedly and it has been accepted. However it becomes unaccepted when their political opinions bring about falsities delivered to the public as facts. On September 8th of this year CBS news anchor, Dan Rather, reported documents concerning President George W. Bushs Air National Guard service during his nightly show 60 minutes. Details of the documents included that Bush had been receiving requested special treatment in order to avoid his service commitments. Mr. Rather spent most of the following week defending his sources and the l...

Unorthodox Writing Tips

Unorthodox Writing Tips Unorthodox Writing Tips If you’ve ever stared at a blank page, trying to conjure the right words and coming up empty, you’re not alone. Many writers, despite being passionate about their craft, find the writing process long and challenging. Here are some unorthodox writing tips to try when you’re stuck on a blank page: Begin in the Middle A piece of writing typically starts with an introduction, followed by the body of the piece and the conclusion. However, many writers get stuck at the beginning. You can avoid this by going straight to the body of your piece and writing the introduction last. Take Your Time If inspiration eludes you, perhaps it’s time to put the pen down for an hour or two and allow your mind to wander. Try an activity that does not require much mental effort. A long drive, a walk, or even cleaning the house can get your creative juices flowing. Return to your desk when you’re feeling less frustrated. â€Å"Ramble on!† If this is your first draft, have fun. Let the words flow without censorship and write whatever comes to mind. This gets you â€Å"in the zone† and puts words on the page. You’ll be surprised how good some of them might be. Late, you can edit and refine your work. Remember the Purpose of Writing To set the proper tone, you must know what you want to accomplish. There are three main goals of writing. Knowing into which category your piece falls will help you keep on track. These are: To Inform Informative pieces educate the readers. They are clear, precise, and (most importantly) objective. If you’re writing to inform, leave out your opinions and stick to the facts. To Express Expressive pieces establish human connections, convey values, and contribute to culture. They generally have a more casual tone and structure, and often include feelings and opinions. To Persuade Persuasive pieces are a serious form of writing meant to change the mind of the reader, or at least make them question their stance. A persuasive piece must be backed by reliable sources and based on facts to maintain its credibility. Given the time and effort writing requires, even professional writers experience writer’s block sometimes. Don’t be too hard on yourself if you get stuck. Use these tips, or get assistance from professional writers and editors to complete your piece. If you need help writing papers, is here to help. You can contact us at (647) 436-7280.

The Involvement in the Manufacturing Industry and High Rates of Research Paper - 4

The Involvement in the Manufacturing Industry and High Rates of Joblessness - Research Paper Example Trade between two economies is very sensitive to the slightest changes in understanding. It is factual that the cost of tyre production in China is lower than that in America. This enables the sales of Chinese tires at affordable prices while still making profits. Furthermore, some American firms have established their tyre manufacturing industries in China to benefit from the least cost of production (Mankiw et al. 165). This implies that the imposition of the trade tariffs cannot be effective without an equal disruption of the American investors in China. On the other hand, the imposition of specific tariffs for partner countries arouses diplomatic questions on the legitimacy of the protective approach to trading. During the accession of China to the World Trade Organization, it ratified the agreement that gave a loophole for such unprecedented tariffs. This ratification gave room for The protectionist measures undertaken by the American government translates into mere political posturing without any substantial positive effects on trade (Sutter 214). This scenario may escalate into a trade war and inflict a serious economic slump on both the American and Chinese economies. The spill of the trade row may necessitate equal invocation of key agreements such as the anti-dumping policy for the American goods by the Chinese government. Setting the tariffs on Chinese rubber tires at 35% may have appeared plausible for the American government since the world trade organization had preferred a 55% tariff. However, as it turns out, this form of protectionism in the end only incurs expenses to the American economy overly.

Group Leadership and Reflection Assignment Example | Topics and Well Written Essays - 750 words

Group Leadership and Reflection - Assignment Example On the other hand, Goldman Sachs represents the Bad and Ugly side of Capitalism. Through the discussion questions, it is established that a socially responsible corporate culture is manageable and profitable. Discussion Questions 1. 2. 2.1. What is the role of corporate culture in promoting social responsibility? 2.2. What are the challenges a company can face when they try to integrate CSR policies in their corporate culture? 2.3. Do you think this article is another attempt at bad publicity of the corporate culture of a successful company such as Goldman? 2.4. The article suggested that â€Å"Goldman’s attitude has been: This, too, shall pass.† But will it? Can they continue believe this without changing their corporate culture and making it more socially responsible? 2.5. What practices of leadership and corporate culture distinguish Starbucks from Goldman Sachs? Overview of Group Discussion 1. 2. 2.1. Corporate Social Responsibility presents itself as a strategic op portunity and obligations, thus it is very important for organizations to evaluate CSR with the same business acumen and skills as they would any market strategy (Husted & Alen, 839). The enterprise is considered as a cornerstone for implementing all cultural projects (Storey, 2007, p.190). Thus a corporate culture of socially responsible business practices would have a company-wide impact. The employees mirror the corporate culture of an organization to all stakeholders. The stakeholders of the company communicate within the corporate culture and jointly they contribute towards sustainability in an organization (Arnorld, 2010). 2.2. The very dynamic nature of CSR and the fact that the CSR values and implementations vary from culture to culture create problems for the organizations. The 1789 Law of Alien Tort Claim Act, forces US firms to be accountable for their actions in international operations (Werther & Chandler, 2010). Thus MNEs are confronted with the mammoth task of integra ting a corporate culture that meets global expectations. MNEs can tackle this problem by treating CSR policies in a similar manner as they would any marketing or organizational policy—compliant with the cultural expectations of the host country (Husted & Allen, 2006). 2.3. This article refers to an article by Greg Smith, a former Goldman Sachs employee who quit his job because of the low-moral corporate culture that had become prevalent at Goldman (Smith, 2012). Goldman has the culture of treating clients as â€Å"pigeons† that need to be hunted down rather than the â€Å"valued customer†. Usually such an article would have low credibility. But looking at the questionable business ethic practices prevalent in the corporate culture of Goldman Sachs that encouraged the company to push risky loans onto their clients which led to the financial crises, such accusations hit close to home (Norcera 2012). 2.4. The culture of corporate social responsibility is constantly evolving and business practices that were acceptable once may fall short of CSR standards prevalent in the societal and legal environment (Werther and Chandler, p.11). So Goldman Sachs need to get over their dinosaur-approach of believing that their corporate culture and business practices are above ethics and policies. Werther and Chandler evaluate the impact of the such unethical policies in the corporate culture and identify significant litigation costs and public relation fiascos. The recent

The Role of the Financial Manager Essay Example | Topics and Well Written Essays - 500 words

The Role of the Financial Manager - Essay Example Therefore it is imperative that the CEO knows how to manage investment and protect the interest of shareholders. He must be able to strategically plan ahead and decide on policies and activities that would increase operating income and stockholder’s equity. Evidently, the best candidate to the CEO post should be the CFO. Maximizing wealth is not something that is new to a CEO who has been managing the finances of the organization. The primary role of the CFO in the firm is to plan strategies and pursue activities that will improve the total value of the firm. In most successful organization, CFOs basically work side by side with the CEO in strategic planning and decision making. He has developed excellent communication skills as he present the current financial condition of the firm to different stakeholders, has been closely oriented with the company’s product and operations, has been consistently working in line with the company’s vision, and has been able to d evelop managerial skills. However this does not absolutely imply that all CFO’s make successful CEO’s. The total personality of the CFO, his business acumen, the quantity and quality of his past experiences, and his continuing passion for the organization combined, make for a better CEO. D.

Autocratic Style Of Leadership Management Essay

Autocratic Style Of Leadership Management Essay The autocratic leadership style means that the person in charge has the entire control upon all decision making. In addition, in this style of leadership, managers dont take care of the opinions of their staff and ore not open to changes. The communication in the autocratic leadership can be considered as one-way ( the manager say something and staff comply) This leadership style, has some advantages but many disadvantages and is considered as an old way of manage people. One of the advantages of this style of management is the rapidity of decision making. According to Money Zine, in emergency situation, people prefer to be told exactly what to do and where to do it because of the stress. So because of this the autocratic leadership is more effective in stressful situations and military situations because subordinate want be guide. But this kind of leadership has many disadvantages and is criticize by many researchers. The one-way communication of this leadership can be considered as a problem because just one person decide and if this managers does an error event if staff found it they will not be able to tell him. So because of this, autocratic management slows down the progress of the whole organization. Moreover, the autocratic management, because of the high level of control of the managers, gives a high level of stress to the managers and this stress can be a problem. In addition, the characteristic of autocratic leadership can conduct to the decrease of motivation within the whole organization. In fact, people dislike to be ordered what they have to do. To conclude on autocratic leadership, all these disadvantages generally conduct to a high employee turnover. In over word the high turnover of employment is one of the main characteristic of Autocratic style of management. Mrs. Sarah applies a democratic style of management at the Hotel Cote dAmbre. The democratic can be defied as a style of management which delegate authority to staff by the process of delegating responsibility to complete the given task. The big difference between Autocratic and Demographic leadership style is the fact that in democratic style employees take part (give their opinion) in decision making. In contrast of autocratic style, democratic takes more time for decision making because of the participation of all staff. Such as the other leadership style, democratic has advantages and disadvantages. The main advantage of democratic style is the motivation of employee within the whole organization. By putting them in the process of decision, employees feel part of the company and at the same time important. Moreover because of the concentration of everybody the initiative are more profitable for the organization. In addition, the relationships in the company are better than in autocratic style of management. In fact, there are less friction at the workplace and the working environment is better. Because of all these characteristic employees are motivate and the turnover level stay low. Employees feel good in their organization. But this management style has also some disadvantages such as the time of decision making. In fact, all employees take part of the decision making and this can make the decision take time. In addition, managers can do as if they follow democratic management style but in reality they are simply doing a disguise autocratic style of management. These two management style is the opposite of the other one. But both are good but they have to be use in the good situation. But generally the democratic style of management is better to motivate and decrease turnover rate in the organization. The democratic style can be useful in emergency domain such as fireman and Army because of the rapidity of decision making due to the situation. 2) The relation approach is the process by which experts want and tries to combine the Sociology and the Psychology in management. Experts find this process useful because they found that an organization is a social system with relationship between groups. The main tenet of this theory is the fact that managers can make work be done by satisfying the social and psychological needs of employees. This process is composed by 8 basics principles: Humans are not only interested by cash they also need appreciation and recognition. Organization has to treat their employees as human and not as machine In an organization it is normal to have formal relation, but informal relation is also very important and managers should encourage it. Job satisfaction is very important and to do this one of the main element is job security Managers should consider their employee as they equal and should not express an superiority complex Managers have to prevent conflict and misunderstand and provide good relationship to increase satisfaction of employee Autocratic leadership style must be avoid to increase freedom. This will increase motivation and satisfaction of employees Make employee participate to decision making can be a good thing to make them feel part of the company (democratic style of leadership) This human relation has advantages such as: Managers see their company as a part of a whole Managers put the emphasis on improving communication and coordination Managers found that a good internal management will help and insure the company survival Managers see that the environment is a important factor of the organization survival But it has also some disadvantages: Long time of decision making Friendship relationship between managers and employees Employees can consider work as granted and make poor performance Low productivity because of a sort of laisser-faire management In contrast we also have the Bureaucratic approach of management. It is a style of management based on the logic, order and the use of formal authority because of this we can say that it can work with the autocratic management style. Generally this approach of management is known as a efficient and fair style of management. The main principals of bureaucratic approach are: Promotion based on skills Strict hierarchy of authority Division of labor Formal rules and procedures The advantages are: Presence of top level managers that operate a great control on the organization Rapidity of decision making Efficient and effective work Standardization The disadvantages are: Discourage creativity and innovation because of the absence of participation of employees Decrease of motivation and satisfaction The rigid structure make the employee feel them jailed High turnover rate Task b) 3) In a company we can found two type of group that operates within the organization, the formal and informal groups. The informal groups can be defined as employees that put themselves into non-officially structured groups. Such as an example, groups of friend, ectà ¢Ã¢â€š ¬Ã‚ ¦ The formal groups are groups that are formed by the company to do a special task. In contrast of the informal groups these groups are structured for a efficient division of work. In these groups we can also found a sense of identity, loyalty and finally leadership and purpose. 4) Generally, a team is a group of person with complementary necessary skills to complete a specific job. Teamwork can be defined as work done by a group of persons and each person of this team has done a part of the whole work. Working in team brings many advantages to the organization, but generally the main advantage is the increase of productivity and efficiency. In addition, the motivation is better than in a single working. In our case XYZ Ltd want to develop effective teamwork within the organization to decrease competition between employee and increase productivity. To do that the company will have elaborates some things to make possible the apparition of teamwork. So the first step of the apparition and maintains of teamwork in the organization is the organization culture and this come with the appropriate leadership. The leader must have the required skills and in addition must apply the appropriate style of management (democratic) to make a positive culture within the organization. These factors (such as culture and leadership) have an effect on the motivation of employees and bring commitment in their mind and this is very important with no motivation there is no success because of the lack of effort. Secondly, after the leadership and the culture, employees have to improve communication in the organization because teams need communication to operate to share information, opinions, etc. Communication is one of the bases of teamwork. Thirdly, the confidence is also important. All members of the team have to have skills to manage their task. Without this members of team will not trust each over the will not share the necessary information and this will slow down the effectiveness of the team and will be a barrier to success. Moreover management has to act on the opinion of employees. A bad opinion will conduct to the failure of the project. To act on this and on motivation, one of the main arms of managers is the working environment. A good working environment will improve behavior, satisfaction, motivation and opinion of employees. 5) During the past ten years, because of the globalization, the domain of technology and communication has known a crazy increase and improve. This has helped the amelioration of communication around the world. Thus, we can say that telecommunication and technology can improve team functioning by permitting the exchange of information around the world. In fact, it is the Globalization that brings the new technology appears because of the need of exchange information around the world. The main innovation is this domain was the apparition of the internet and by this email (allows communication (exchange of data) around the world). This will facilitate communication between team members of General Electronic and make the progress to the target easier despite the distance between them. More recently we can see the use of skype a program that allow people to do video conference to be more in contact to each over. Computer makes team members more productive and efficient by permitting the carry of several tasks at the same time. Mobile phone permits the exchange of information orally and at real time. Thus, this technology allows team to save time. In addition, phone makes possible the contact of person even if they are not at the office. Moreover we also have 3G device such as blackberry of Android that permit owner to read their mail at any time (save time and thus money). In conclusion, nowadays working in team, despites if the members are not in the same country, is easy than in the past because of these technologies.

Electrical Engineer Essay -- essays research papers

ELECTRICAL ENGINEER DESCRIPTION   Ã‚  Ã‚  Ã‚  Ã‚  “Electrical engineers design, and evaluate the manufacture, testing, installation, operation, and maintenance of electrical and electronic components, equipment and systems.';1 Electrical engineers work with an array of equipment and machinery, such as transformers, switches, electrical appliances and types of generators, and are considered in fields involving communications, radar, aerospace guidance, medical and biomedical research and computers. ENVIRONMENT   Ã‚  Ã‚  Ã‚  Ã‚  Precision is a very regarded value for an electrical engineer. The use of hands on techniques and a vast knowledge of mathematics makes for the engineer to be very detailed in his or her work. Must be creative and initiating, and must be perspective in dealing with work and the communication of others. Must have a feel for science and technicality. Work is mostly done indoors in offices, labs, and factories. Teamwork is essential, as work is often compared with others. Since technology is expanding as time goes on, a continuing education is a must. Computers are used often to learn applications and techniques. PAY AND OUTLOOK   Ã‚  Ã‚  Ã‚  Ã‚  Pay varies depending on education, experience, and your place of employment. “Starting salaries range from $805 to $3,810 per month. Experience will land you from $1,295 to $4,980 per month, and top ranges $1,510 to $5,199 per month. (California pay) St...

Mayan Civilization and ruins

Since the dawn of mankind, there has always been civilizations have that have made a lasting impression on the world. There very few civilizations that have been that have achieved the term greatness associated with it and ‘Mayan civilization’ is one of the rare few. It can be dubbed as one of the longest serving civilizations of the ancient times as it is noted that it started around 1000 B.C but ended by 1500 A.D. It was considered as they were one of the most advance civilizations on the western hemisphere until the arrival of the Europeans. This civilization was located in Central America and was found from the north central down to the southern part of Mexico. This was a civilization that went through periodical changes in its living due to external factors associated with it. This Native American culture is noted in the history as one of the advance civilizations of that era. There has been a popular belief that has been associated with the Mayan civilization that it was an amalgamated empire. In actual terms it was a whole host of divided units having a common cultural background. The entire ‘Yucantan Pennisula’ had around 20 states which were all ruled by different sovereign leadership, but on an inventive logic, they were a nation on their own with religion being an important aspect of their lives. Since the Mayan civilization was spread on a large area, the geographical conditions for the civilization varied with extremities, which can adjudged from the fact they had volcanic mountains from the highlands in the south to porous limestone areas dominating the central and the northern regions of the civilization. Mayan civilization can be categorized into three categories, pre-classic period, classic period and post classic period. The entire culture has revolved and evolved around these three periods. The civilization had huge forests and because of the diversity of the topographical situation of the civilization, varied no of animals like the ‘caiman’, a fierce kind of crocodile to different kinds of monkeys was found. Mayan pre classic period This was supposed to be the period of formulation in which the population boomed and new innovative techniques were made for agriculture. The leaders were chosen from strong spiritual backgrounds and it was considered as that the lowlands of the civilization held acute importance because it was supposed to be a ceremonial centre. The following will explain the Mayan professional inclinations and techniques: ‘In the Preclassic period, they adopted intensive farming techniques such as continuous cultivation involving crop rotation and fertilizers, household gardens, and terraces. In some areas, they built raised fields in seasonal swamps. Their main crops included maize (corn), beans, squash, avocados, chili peppers, pineapples, papayas, and cacao, which was made into a chocolate drink with water and hot chilies. Rabbits, deer, and turkeys were hunted for making stews. Fishing also supplied part of their diet. Turkeys, ducks, and dogs were kept as domesticated animals. When they were not hunting, fishing, or in the fields, Maya men made stone tools, clay figurines, jade carvings, ropes, baskets, and mats. The women made painted pottery vessels out of coiled strands of clay, and they wove ponchos, men’s loincloths’ (Encarta) Mayans were very much influenced by spirituality and had gods for almost every thing that even included gods for rains, good harvest. As time passed by the study of astronomy became popular in that era leading to studies of astrology on the basis of sun moon and other planets. Major edifices were constructed then like ‘kaminaljuyu’ and ‘tikal’ were constructed which were pyramid shaped high temples, where the system of sacrifice was started to be used. More and more massive pyramids started building in that era and the priests started enjoying super powers. Women weren’t that important from political point of view and it was a very rare sight to see women on top chieftain positions. Mayan Classic period This was an era of the Mayan civilization that can be considered as its prime era and here the system of king and kingship started which had a system of the king’s family continuing as future leaders. There was also a hierarchical system in which the government functioned.   There was major research done in the field of medicine and writing was developed extensively. The subject of astronomy had become more enhance with calculative movements predicting rains to fortune to the cities.   This was the time when societies had turned into complex models the king was noted the highest figure after which there were the priests and then the nobles who mainly responsible for protecting land and attacking enemies. This was the time of more gore and violence and mini wars were constantly waged between one and other. What mad this era special was the Mayan civilization themselves started noting rituals and their history with their elaborative writing skills. The transition of power from generations to ethical rituals along with its architectural secrets was all jotted down on stone and wood. Later on folding tree books were made as they were more handy then carrying stones. Due to the high humidity and invasions, these books didn’t survive and only 4 books are known today, i.e., the Dresden codex, the Madud coded, the Paris codex and the Grolier codex. The learning also was limited to mostly priests and few nobles and a monopoly was played so that only few people could learn and use their knowledge on others. The writing also consisted of mostly pictures and pictography was first devised by Mayan civilization for learning purposes. This was also an important era that marked trade as an important aspect of the civilization. Sacrifice was an important aspect for the culture and the following would hard line the fact of Mayan civilizations involvement in sacrifices:‘Indian pictorial texts known as â€Å"codices,† as well as Spanish accounts from the time, quote Indians as describing multiple forms of human sacrifice. Victims had their hearts cut out or were decapitated, shot full of arrows, clawed, sliced to death, stoned, crushed, skinned, buried alive or tossed from the tops of temples. Children were said to be frequent victims, in part because they were considered pure and unspoiled. The first researchers tried to make a distinction between the ‘peaceful' Maya and the ‘brutal' cultures of central Mexico and But in carvings and mural paintings, he said, â€Å"we have now found more and greater similarities between the Aztecs and Mayas,† including a Maya ceremony in which a grotesquely costumed priest is shown pulling the entrails from a bound and apparently living sacrificial victim’ (Mark Stevenson). Mayan post Classic period This can be considered as a time when the decline of the Mayan civilization started step by step. Since the governments had become much segmented, there was more violence and war during that phase, where entire villages would get destroyed in the name of war. There was also the Toltec domination followed by Spanish invaders taking over Mexico by the early 16th century.   This was however the phase of having plastered walls and painted murals. Socially the civilization had peaked and it was mandatory for guests to bring in gifts while visits. Slave culture flourished in this era and slaves which were mostly people who were captured from wars were highly mistreated and often sacrificed after their masters dies, as they had an ideology that they would serve their masters in afterlife. Mayan Ruins Ruins of Mayan civilization can still be found it the entire peninsula. Their culture had so many architectural advancements that it is today possible to watch quiet a lot of their ruins and gather more information about them. Ruins like ‘the temple of the inscriptions’ in Mexico and the ‘palenque’ are very prominent ruins of the civilization. The former rises 75 feet and it is rested neatly over a hill and is one of the prime examples free standing pyramids. Another site in Mexico located in Coba, was built around 4 large lake structures and had been inhabitant for more than thousand years. The biggest pyramid of that site 120 feet and is known as Nohoch Mul. The following piece will explain the beauty and architectural genius of the civilization: ‘Miguel à ngel Asturias, named Nobel Laureate in 1967, wrote â€Å"Only Guatemala is comparable to itself,† describing it as â€Å"a land of natural dreamscapes†¦mysterious presences and absences.† Tikal, the largest known Mayan city, is incomparable in the same way; its size imposing and intimidating, its setting lush and teeming with wildlife, and with a mysterious and overwhelming atmosphere best described in the writing of Asturias’ Works Cited: 1)  Ã‚  Ã‚  Ã‚  Ã‚   Encarta, â€Å" Mayan civilization†. 2)  Ã‚  Ã‚  Ã‚  Ã‚   Mark Stevenson, â€Å"Evidence may back human sacrifice claims†. http://www.livescience.com/history/human_sacrifice_050123.html 3)  Ã‚  Ã‚  Ã‚  Ã‚   Maya Ruins, â€Å"Photos of Tikal†. http://www.mayaruins.com/tikal.html 4)  Ã‚  Ã‚  Ã‚  Ã‚   http://archaeology.about.com/od/archaeologic7/Ruins_of_the_Maya_Civilization.htm                     

Sony EyeToy †Harvard Case

Sony EyeToy – Harvard Case Free Online Research Papers Being that SCEE is responsible for the highly successful EyeToy product, it is now faced with several challenges surrounding maintaining that success, creating an ongoing market for future EyeToy software, and commercializing the hardware/software and marketing it cost-effectively. Specifically, SCEE needs to develop a marketing strategy that is concerned with the EyeToy’s appropriate development pipeline, future EyeToy software development and releases, and expanding the EyeToy market. The EyeToy is an important product for Sony because it fit with the strategic objectives of the SCEE, as Phil Harrison said, â€Å"what we strive for in developing games- it’s be first or be best.† Not only was the EyeToy technologically innovative, but it also proved to be a commercial success. The EyeToy is a phenomenal product for Sony because it has a wider demographic than other games in the market. For SCEE, the EyeToy represented a golden opportunity to profit from the development and marketing of more games utilizing the new camera hardware. However, sales of the second EyeToy game, Groove, were disappointing. This was due to the bundling, marketing, and pricing strategy of Groove (which I will later discuss further). SCEE will have to reevaluate the EyeToy line to formulate an appropriate target market, development, bundling, pricing, and marketin g strategies that will expand the EyeToy market, cost-effectively develop games to market, and successfully market and sell said games for maximized profits. Firstly, SCEE must select the appropriate target market by evaluating the video-game consumers, the company’s position compared to its competitors, and the opportunities available. The gaming market is dominated by male’s aged 16-30. Sony’s PlayStation2 is the leading console. The situation for SCEE is strong, and full of opportunity, due to the strength of the PS2 console and its current customer base; worldwide there are 70 million PS2 consoles (compared to only 15million Xbox and/or GameCubes), and there are 1 million online subscribers. Thus, while the new EyeToy technology has the ability to reach younger, older, and female consumers, that segment is nowhere as large, nor as profitable as the traditional hardcore gamers, the customer base that they already have. However, the EyeToy is nontraditional and is the opportunity to appeal to the nontraditional audience. In 2003, of the top 10 Video-Game Console Titles 6 (including the top 5) were rated ‘Every one’ and only 1 title was rated ‘Mature (17+)’; that being said, it is worthwhile for SCEE to go after the ‘Everyone’ segment of the market (children and families). Given that hardcore gamers are the largest segment, SCEE has to successfully market the EyeToy to these young men, in addition to any expansion of the market that they attempt to create. Secondly, what may be the most important factor for the success of the EyeToy product will be the development of further EyeToy software. Having a variety of EyeToy games consistently being released in the market is what will prevent the EyeToy from becoming a fad. One of SCEE’s critical moves was releasing the code for EyeToy programming and supporting the efforts of third party developers. This will increase the number of games with EyeToy capabilities on the market, thereby increasing the consumer awareness. Moreover, if a third party game is popular, that will boost EyeToy sales; at the same time, if a third party title is unsuccessful, there was no financial loss for SCEE, nor a loss in Sony’s reputation. Additionally, the games developed by third parties that are â€Å"EyeToy enhanced† will satisfy the traditional hardcore gamers (likely sports). Furthermore, regarding in-house development, the SCEE currently has 4 EyeToy projects in the works: Play2, Chat, Kinetic, and SingStar. Like EyeToy Play, these games are not for the traditional gamer, Kinetic and SingStar specifically, are targeted towards women. With the third party developers releasing titles for the traditional gaming market, SCEE is free to handle the task of expanding the market demographics; using 3 of these development projects, SCEE will expand the gaming market to include young children, their parents, and women aged 16-35. EyeToy Play2 is an unnecessary title as: this has been done before; the consumers did not appreciate all 12 games on Play. In the next year, SCEE should release two of these titles: EyeToy Chat and Kinetic; by spacing out the release dates it shows that Sony is committed to the new EyeToy technology and to releasing titles specifically to cater to this new audience. The SingStar game should be more heavily invested in and further developed. The SingStar game will be SCEE’s next big hit title; with a greater budget, the most popular song tit les will be incorporated into the game. By following this development strategy, SCEE will be able to create and sustain an ongoing market for EyeToy software, in addition to, enlarge the size of the market (to include women and children) and capture all of the market that they create. Thirdly, an important consideration for the future of the product is the bundling strategy of the EyeToy’s hardware and software components. With the next-generation of PlayStation consoles to be released in 2005-06, the EyeToy hardware will be bundled with the new consoles. With EyeToy’s as a standard in the next generation console, it will be impossible to consider the EyeToy a fad; this may also convert current PlayStation customers who are not EyeToy owners through upgrading of their consoles. Currently the camera hardware is only available as bundled with the Play software. The camera hardware will be made available as a stand-alone product. This is because consumers found the Play game to be rather juvenile, and as such it will be targeted primarily to the non-traditional audience (families and children). Therefore, accordingly, a stand-alone EyeToy will be sold as an alternative for the hardcore gamers (who will be buying â€Å"EyeToy Enhanced† games as de veloped by third parties) and women aged 16-35 may also opt for the stand-alone EyeToy when the games Kinetic and SingStar are released. Furthermore, to continue to appeal to the new segment of young families with children and females, the EyeToy games Play will continue to be sold as a bundle with the camera hardware. The strategy for bundling outlined above will appeals to the targeted segments of the market and will transform the EyeToy from what may be a fad, to permanent PlayStation technology. The next factor to consider is the pricing strategy for the EyeToy and the software that will be released. The camera hardware and Play game bundle is currently priced at approximately ?60 for the consumer and the Groove game has a price of ?40. Sell-in of the EyeToy Play bundle as at February 2004 exceeded 1.5million units and sales are steadily growing, so there is no need to lower the price of the bundle at this point in time. The pricing for the stand-alone EyeToy is very strategic (see Appendix 1). It will be priced at ?60; being priced the same as the bundle, SCEE does not expect to sell very many stand-alone units. The reason why SCEE would want to do this is to imply to the consumers that the EyeToy hardware costs ?60 and that the software game Play is a collection of 12 mini-games created as an introductory free-gift. This clears up some confusion customers had with the price of Groove, only a game, at ?40. In addition, the EyeToy Chat and Kinetic software will also be priced at ?40. SingStar, with further investment is going to be developed and marketed to be the next hit game developed by SCEE, and as such, will be priced higher at ?50. There is strategy in the release of the stand-alone product, and that is in the pricing, with this strategy SCEE can continue to maintain the pricing and sell more units. SCEE used an effective sampling-driven marketing campaign to introduce the EyeToy Play to the European market, the use of EyeToy demo units was a critical decision and this aspect of the campaign will be kept; however, into the future, SCEE will also use more traditional methods of marketing. Hit video games tend to â€Å"generate 90% of their sales in the first six weeks,† Harrison once stated, EyeToy Play, on the other hand, has had slow and steady growth. This implies that the new technology is spreading slowly by word-of-mouth, by people trying the new technology on their own time (at the mall, video game store, or a friend’s) and then going out to purchase the product. It is for this reason that the EyeToy demo units will remain a fundamental part of the EyeToy marketing strategy, they offer â€Å"potential users the opportunity to try the product.† Moreover, for the upcoming releases of EyeToy software, traditional TV ad campaigns will be run targeting the ‘Everyone’ audience. Furthermore, the ads will remind consumers to go to the EyeToy website to find a demo unit near them. Additionally, for the upcoming year, point-of-sale materials will remain for the EyeToy product; the following year, the point-of-sale materials will be specifically marketing the release of the SingStar game. This marketing strategy will continue to expand the EyeToy and PlayStation market and will be effective in increasing unit sales while also being cost-effective. The cost-effectiveness of this entire marketing strategy is high as sales are expected to continue to rise and the cost side remains as budgeted. The suggested pricing strategy yields a large profit for SCEE now, and SCEE retains the ability to lower the price in the future when sales begin to slow. The new budget for the EyeToy pipeline will be raised to ?15million to be allocated amongst the development of the 3 in-house games. SingStar is to be a hit and as such will get ?10million of the budget towards development. Kinetic will be allocated ?3million. Lastly, EyeToy Chat, for the 1 million online subscribers, will be allocated ?2million. These games require large investments because they are going to bear the PlayStation name, and they will be competing with the strong third party developer titles. Furthermore, Sony will receive additional income from the third party developers, as they will be paying royalties. This budget will yield great profits and ensure that SCEE’s titles remain â€Å"first or†¦ best† and competitive in the video-gaming market. This marketing plan solves the concerns for SCEE that arose due to the disappointing sales of the EyeToy Groove. Firstly, EyeToy Groove was released 4 months after the EyeToy Play, and being that it was not sold as a bundle, it was only being sold to the customers who had already bought the EyeToy Play bundle (or forced customers to buy both). Secondly, the price of Groove was ?40, and consumers did not know why Groove cost so much when the EyeToy bundle contained 12 mini-games and the camera hardware for only ?20 more. SCEE failed to properly market EyeToy Groove; the marketing campaign for Groove was an extension of the EyeToy Play where as it should have highlighted its special features. Specifically, Hardy was correct to claim that Groove should have been marketed based on the quality and quantity of licensed music in the game, as well as the dancing and party aspect of it, not the interact with your TV, which was similar to the EyeToy Play campaign. The lesson to be learned from the failure of EyeToy Groove is that the marketing campaigns must now be specific to the game that they are marketing. In conclusion, with sales for EyeToy Play in excess of 2.5million units in the SCEE territories (as of Feb. 2004), and only 100,000 units of Groove sold, SCEE needed to reconfigure the EyeToy marketing strategy and fast. With this marketing strategy, SCEE will be able to establish that the EyeToy is not a fad. They will create and sustain an ongoing market for EyeToy’s and EyeToy software. Furthermore, this will be done profitably and cost-effectively for the benefit of SCEE and SCEI. WORD COUNT: 1944 Appendix 1: Strategic pricing, like the concept that I proposed in this case, was taught to me by Prof. Hawkins with the case of Williams-Sonoma. Williams-Sonoma sold two types of toasters one for a low price, $50, and one for a higher price, $150. They found that the majority of toasters being sold were of the low priced type. To change this, they introduced a ridiculously high priced unit, $350. The intention of doing so was not to sell the units for $350, but to sell more of the $150 unit. This strategic pricing strategy worked for Williams-Sonoma, and as such I applied a similar strategy to this case. 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