E-Business Background

For businesses, electronic commerce implies using the internet and the web as a medium of distribution in marketing and commodity exchange to the firms customers. The sudden adoption of e-commerce by many corporate firms and businesses has created a profound impact on organizations strategies. More specifically, e-business may be defined as the electronic exchange of services, information and commodities. Payments are made electronically involving formation and continuation of Web-based interactions (Lee, 2004, 36). E-commerce basically encompasses the extranets, internet, intranet, electronic data exchange (EDE) and other electronic aspects.

O2 UK mobile company is part of the Telefonica O2 Europe Group which is made up of integrated fixedmobile businesses in the United Kingdom, Germany, Ireland, Slovakia and the Czech Republic. It was formed from the separation from the then British Telecom Company, BT Wireless. This mobile firm has also established other international joint ventures with other companies e.g. Germanys Tchibo Mobilfunk (Mintel, 2009). Presently, O2 is UKs leading provider of a wide range of services namely broadband, mobile, text, games, video  music, media messaging and data connections through 3G, HSDPA, GPRS and WLAN (Mintel, 2009).

The SWOT Analysis
Most organizations, companies and businesses have adopted the SWOT analysis as a strategic method of assessing their Strengths, Weaknesses, Opportunities and Threats with reference to optimal planning (Anthony, 1998, 16). This kind of analysis helps in identifying the external and internal factors that either hinder or enhance the success of a given business. Internal factors are usually the strengths and weaknesses whereas the external factors are derived from the existing threats and opportunities (Anthony, 1998, 47-8).

Strengths
In 2008, O2 UK Mobile Company is said to have had the highest number of subscribers (Mintel, 2008) in the market share. The most probable reason behind this is its exclusivity contract with the Apple iPhone company which made the percentage of its subscribers to shoot to approximately 38 percent (Mintel, 2008) within the UK. This accord with the Apple iPhone made it possible for O2 to effectively utilise the e-business. O2 offers online shopping services and a customer can comfortably buy airtime online or top up hisher account through a similar method (Mintel, 2008).

Since O2 has already established a market niche, there is minimum threat from new entrants. Incoming players and network providers would find it difficult to out do O2 due to the high costs of operation. The exclusivity deals extensively marketed on the internet and via other forms of e-business have made it possible for the power of suppliers in the market to steadily grow.

The demand for smart phones within the cellular phone market is ever increasing (Mintel, 2008). This is beneficial to the O2 mobile company since it currently enjoys exclusive rights to the Apple iPhone in UK. These exclusive rights have the implication that any customer wishing to purchase such gadgets has to enter a contract with O2, thus increasing its profit margins. Since the smart phones have inbuilt features that facilitate online and other e-business transactions, the total revenue collected from the 3G services offered by O2 has since increased and thus proved beneficial for the firm.

The financial stability of the company is also strength to the firm since it makes it possible for it to get involved in several positive research activities. The financial power has also made the company to recruit and hire highly qualified personnel to run the business. This is a possible reason for the success of O2 in the U.K (Mintel, 2009). The huge profit margins have been employed in developing optimal marketing strategies that are appealing to young generation which offers a sizeable market share. Such strategies include the use of internet and e-business to market the companys products.

Weaknesses
An existing weakness for the O2 Company is the saturation and maturity of the mobile phone market (Mintel, 2009). The retail sector is also saturated (Mintel, 2009). In the US, it is projected that the subscriber growth will drop by approximately 2 percent in 2012 (Medford, 2008, 4). The UK is also expected to follow such trends. Excessive concentration on smart phones by O2 could be a weakness in the making since UK has an ever escalating ageing population. This population may find it difficult to adjust to the technologically advanced gadgets (Mintel, 2009). The ever dynamic trends and developments in the fields of information technology and electronics are some of the weaknesses facing the company. This is so because the company ends up spending most of its resources training its skilled manpower in order to keep updated with any slight developments in the field (Mintel, 2009).
In addition, the big size of the O2 Mobile Company may in itself be a weakness since it results in management difficulties and inefficiency in service delivery. Major priorities for the firm may be ignored in order to meet the demands and requirements of the many employees.

Opportunities
The steady rise in e-business sales in the mobile market is an open opportunity for O2 Mobile Company (Mintel, 2009). To maximize its market share, O2 utilises an internet based, direct marketing model (Volonino, et al, 2009). These online strategies partially eliminate intermediaries such as the phone retail centres and thus in turn maximize its profit margin. However, the 02 company may not be classified exclusively as an eBusiness since it still has some retail centres in across many cities in the U.K. the company utilises the subscription fees model and the sales models to tap revenue (Volonino, et al, 2009) since customers have the option of either conducting online transactions or physically entering service contracts with the service provider.

Cellular phones have proved a popular online category providing a growth opportunity for O2 due to the increasing saturation of the high street (Mintel, 2009). Since the internet culture is gradually shifting from the computer based systems to mobile gadgets (Volonino et al, 2008), this could provide an opportunity of e- business development through mobile telephone systems. With an aim of exploiting the untapped market opportunity, O2 intends to launch O2 mobile money transfer mechanisms that could be devoted to advancing payments and banking through mobile phone networks (Cardline, 2009, 29). This system coupled with Mobile- Commerce could provide the company with further growth opportunities.

Threats
Telecom consolidation is a major threat to the companys market share. The telecommunication sector has gone through unprecedented consolidation on global basis. An example is the acquisition of Telecom Italia by Tiscali (Mintel, 2009). Such actions have led to intensified competition between O2 and other European and International network providers. These competitors are licensed to operate globally in many countries (Mintel, 2009) and thus due to the already saturated market share, O2 faces the ultimate threat of reducing its profitability.

Porters Five Forces Framework
These are strategies on the dimensions of the strategic scope i.e. the market penetration and strategic strength referring to the company. In most cases, a company is impacted by five forces as discussed below.

Rivalry
In any normal economic set up, competition among rival companies has the effect of reducing the profit margins of the company. O2 mobile has put in place several strategies to counter competition. In the telecommunications industry, competition is as high as there are many rival companies (such as Vodafone and Orange) offering the same service. In pursuing the competitive advantage of the company, O2 has innovated new ways of services by embracing the e-business for sales, marketing and getting consumer feed back.

Threat of Substitutes
This can only occur when the demand of the products is affected by fluctuating prices of substitute products. In the case of O2, the industry is getting threats of substitutes from other computer network companies such as Microsoft and Google which started providing internet services way before. To wade of this threat, O2 has built a strong corporate name through E-business to retain its market share. The exclusivity rights enjoyed from the iPhone company is also a strategy aimed at eliminating threats.

Buyer and Supplier Power
Buyer power is the impact that buyers have on a specific industry. To ensure strong buyer power, O2 offers discounts to some of its products. Incentives such as free deliveries to any online purchases are also aimed at attracting more buyers to conduct online transactions.
In cases where the supplier enjoys monopoly, the cost of raw materials tends to be high and vice versa.

Barriers to entry
New entries in the mobile phone industries pose a threat to O2 and increases competition in the sector. The telecommunications industry in UK is a free and liberal market, open for any player. O2 has protected its market through the exclusivity service contract entered with Apple iPhone to ensure all smart phones purchased in UK go through O2.

E-Marketing Strategies by O2
The O2 mobile company has been successful in developing their website by embracing the technological approach. The company website is an e-marketing scheme aimed at helping the company to reach more consumers globally (Wu, 2001). It contains all the necessary information about the whole company and its broad range of products. The adoption of the e-business strategy and IT has been used as a springboard to make the company gain global recognition and thus increase its market share (Eckersley et al, 2003) since customers can get served efficiently at any time of the day or night, regardless of their location.

A common E- Marketing strategy adopted by O2 is the banner adverts (Volonino, et al, 2008). Such adverts often appear on related sites and attract the attention of a given user at a given instant. This is a better marketing tool since consumers can be reached at, on individual capacity. O2 has also embraced email marketing (O2, 2009) and mobile text messaging (Volonino, et al, 2008) whereby customers receive instant messages marketing new products, special offers and other related events. This strategy also reaches more consumers at any time. The text messages may however result in a negative impact especially when the recipients perceive the frequent messaging as a nuisance (Deakens, et al, 2005).

In order to have a competitive edge over other firms, O2 through innovativeness started providing incentives such as free deliveries in 2004 for any online purchases (Ebscohost, 2004). It also launched a social networking site with the Facebook group in early 2008 (Gareth, 2008) and a subsidized tariff promotion for university students. This e-business strategy was quite unique from all other competitors ideas and thus enhanced O2s market leadership.

Web  Design Analysis
The O2 technology group offers a wide range of website services such as design and development, hosting and maintenance, marketing and analysis, and SoftwareHardware maintenance (O2, 2009). Website development and design is offered to small businesses in a tailored manner that fits specific client requirements. After designing or improving a clients website, O2 takes the initiative to conduct website marketing, analysis and testing to ensure conformity to required standards (O2, 2009). The standards may include scalability, aesthetic value, and ease of use, functionality, and major customer base.

Business to Business Analysis
The adoption of E- Business by O2 has enabled it to efficiently communicate with trading partners. The E- commerce networking hub usually connects information exchanges and business processes that the given businesses wish to support. In most cases, trading and business partners have varied characteristics, product categories, readiness and willingness, authorisation levels and cultures. Successful E-business to business analysis requires each business category to adopt a unique communication approach and strategy. E- Commerce networking channels usually simplify Business to Business cooperation and communication in all sectors by literally eliminating technological hindrances to enterprise-wide data exchange and corporate process interactions between several local and international enterprises. The e-commerce makes it possible for organizations such as O2 to instantly connect with anyone regardless of hisher geographic location, for a given cost. This makes O2 to readily survive in the competitive global market. The exchange of business strategies between O2 and any other organization is made possible and thus enhances collaboration and integration in various processes such as purchase to pay and the supply chain. 

E- Commerce and Customer Service
Internet marketing for O2 is continuously advancing into various sectors with time. The most popular feature for O2 is the ability of customers to submit reviews to the webpage for most of its products any where. The unique business models incorporating e- business have made O2 to retain most of its customers.
Through E- Business and introduction of the social network, O2 has the ability to monitor customers requirements, changes in market demand, and take adequate steps. This has greatly improved its service delivery and overall sales. Electronic data exchange has the effect of improving company sales since it opens up new and unexplored markets in the global arena.

Importance of E- Business to Organizations
E-Business may be regarded as a strategic component since the internet has converted the world into a tiny global village. Through e-business, any problems may be solved just by a touch of the button anywhere within the globe. The speed and effectiveness of business transactions is highly improved. Consumers may manage their assets more effectively using online tools (Lee, et al, 2004), for instance using the various accounting software to deal with banking problems.

To individual companies, e-business and information technology may bring along several tangible and intangible benefits. the intangible benefits resulting from E-Business include customer satisfaction, enhanced business to business interactions, effective management, improved product quality and general competitive advantage (Chan, Lee,  Dillon, 2001). The modifications and optimization of company operations brought about by E-Business helps in improving service delivery and the competitive edge of the organization. The tangible benefits on the other hand revolve around the monetary aspect of the organization. E  Business may lead to reduced marketing costs, improved profitability and productivity of the company (Chan, Lee  Dillon, 2001).

The adoption of e-business by many companies including O2 has helped them in revolutionizing their operations strategies (Chan, Lee,  Dillon, 2001) for the benefit and overall growth of the companies.

The adoption of E-Business by O2 has created a profound impact on its business strategies. This has led to the redefining of competition strategies. Its projected that e-commerce will continue to develop in the coming future (Lee, et al, 2004) according to several research findings. E-Business has since developed from a high technology wonder to a business strategy it can no longer be ignored by any competitive organization (Lee et al, 2004). The several activities done through E-Business include marketing, online purchases and sales, consumer self service, among others. For a company to be successful in adopting E-Commerce, it has to scrutinise its ability to modify its business protocols, its technology and human resource, these three aspects are what can make e-business to either fail or succeed.

The abstract of the paper highlights its purpose, design and methodological approach, findings, research limitations and its implications and, lastly, originality.  These are important requirements in understanding and summarising the study, which brings out the effectiveness of the abstract.  In general, there are various leadership qualities that have to be displayed by leaders within organisations to ensure that they develop an environment that permits innovative behaviour.  These characteristics are developed by the study, which also highlights their implications on innovation in businesses and areas that have to be researched further.

Introduction
This paper will seek to critically analyse the article by de Jong and Hartog with the aim of understanding its contribution to the study area, the strengths and cons of the methodological approach used by the authors and in general the effectiveness of the research article to adding to information and propagating research in the study area. 

The Domain
The purpose of the article is to provide an inventory of leaders behaviours that can enhance employees innovative behaviours.  It is apparent from the stated purpose of the research that it centres on innovative behaviour, which implies that it touches on issues related to organisational behaviour, development and even management. A review of the designs and the methodological approach as illustrated in the articles abstract shows that leadership and, thus, organisational behaviours is centred on in the research.  It is therefore evident that the main domain of the article is on organisational behaviour.

The Problem
The main problem being addressed by the study is how organisations can ensure that they develop the environment supportive of innovation.  Innovation is a key issue within the research that is addressed by exploring mechanisms, through which leaders can ensure that they adopt behaviour that are permissive of its manifestations within organisations.  It is noteworthy that the innovation within organisations is the process of coming up with new ideas and products that favour making the production process easier by either reducing the complexities or resources that are required to complete tasks within organisations.  The article looks at the important role played by the internal environment and, more specifically, leadership characteristics within an organisation in ensuring that the resulting environment supports innovation. 

The Objectives
The article does not highlight the research questions and hypothesis used in the study, though it is apparent that the research is guided by an objective that is derived from the purpose.  In fact, the purposes is stated in a manner that is akin to objectives, which implies that the main objective of the study is to develop an inventory of leadership behaviours that may positively influence the development of the internal organisational environment that is supportive of innovation.

Literature Review
An extensive literature review is used in developing the introductory and background content of the article.  Articles produced in 1970s to 2003 were used in developing the background of the research and a clear rationale for the study.  The main focus of the extensive literature review is to develop not only a background of the study but also the understanding of the need for the study.  The article states that, though most studies have tackled the role of leaders in stimulating creativity within organisations, their role in employees implementation of innovation has basically been left unaddressed.  It is apparent from this assertion that the paper is developed with the aim of filling this gap in literature.  Another aspect that brings out the role of the extensive literature review is the statement that past studies centred on theory-based leadership types without trying to develop models that could aid in determining how leaders behaviour could stimulate the innovation development within organisations.  Considering the purpose of the study, it is apparent that there is a link between this gap developed from review of existing literature and the purpose of the study.

The introduction highlights the rationale of the study and its significance, which is then developed by the background review.  It is worth noting that the research centres on innovation and leadership behaviour, which is extensively addressed in the two subtopics used in the background review.  It is therefore apparent that the aim of the literature review in the study is to develop the rationale and significance of the study, which are critical in ensuring an appreciation of the role of the study in the practical businesses environment and in developing knowledge on the impact of leadership characteristics on innovation.  By addressing the fact that no conclusion had been made by previous innovation researches, on which leadership behaviour matter the most, the study seeks the development of such conclusions, which is reflective of its role in knowledge development.

Main discussion
Critical evaluation
A critical review of the article must consider the approach to presentation and its content.  The approach to presentation is effective, considering that the abstract provides a summary of the purpose, methodology used and findings.  The extensive use of the literature review in highlighting gaps in previous studies and the importance and interdependence between innovation and leadership aids in ensuring that the rationale of the study is understood (Hislop 2005).  In addition to highlighting the rationale and significance of the study, the extensive literature review provides an extensive platform for discussing results from the study.  By referencing studies from as early as 1970s to current studies of 2005, the study illustrates extensive research.  This is important in not only highlighting the areas that are in need of research but also ensuring that the article can be used for further studies and in aiding the understanding of the role of leadership and proper management in ensuring that innovation is promoted within business environments.  

Though the presentation of the article is above par, there are some disadvantages that result from the use of integrated approach to reviewing the literature.  It is noteworthy that the aim of the literature review is partly to develop the rationale and significance of the study.  However, the rationale and significance of the study can only be derived from the literature review by a reader since the authors have not stated them explicitly.  Though this approach is effective in ensuring that a reader develops a critical understanding of the content before he can determine the rationale and significance, it may reduce the readability of the article for readers that are not aware of the general structure of a journal article and for junior readers (Mumford, Scott, Gladdis  Strange 2002). 

A review of the contents shows that leading names in innovation, leadership and management literature have been referenced by the article.  Such authors as Senge, Kotter and Porter have extensively been referenced to in the article.  The exclusive use of journal articles and books is aimed at ensuring accuracy of the information contained since such sources are reviewed (Evangelista 2000).  Moreover, the information contained regarding innovation and leadership can be developed from contemporary considerations on any business environment.  It is worth noting that leadership in any business environment is mainly concerned with ensuring that employees are motivated and directed to attainment of organisational goals.  From this consideration, leadership plays a vital role in ensuring that organisational employees are motivated and directed towards innovation, if it is one of the operational goals of an organisation (Ehigie  Akpan 2004 King  Anderson 2002). 

A review of value generation, which is a key mission of organisation in their operations shows that it can only be developed in an environment that is permissive of innovation.  It is therefore apparent that the link between leadership and innovation behaviours within organisations is clear thus the accuracy of the information contained in the review is beyond doubt.  Moreover, there are cases where information is retrieved from more than one source which is depictive of extensive cross-referencing and reviewing that adds to the accuracy of the content (Shalley  Gilson 2004).

Methodology
Data collection involved literature research and in-depth interviews.  The in-depth interviews are highlighted as being effective for exploratory purposes, though the study design is qualitative.  A review of the research background shows that the rationale of the study is due to failure of the previous studies to cover the research area.  The use of a data collection approach that supports exploration is therefore relevant to the nature of the study, considering that it has never been researched before (Amabile, Schatzel, Moneta  Kramer 2004, Von Hippel 2005).  Another aspect that brings out the relevance of the data collection approach to the study is use of an extensive literature research.  Literature research is a qualitative research approach and its use in the study is aimed at developing support for findings developed from the exploratory approach.  It is clear that the use of two approaches to the data collection is beyond considerations on the nature of the study, which is important in ensuring that the research area is addressed conclusively. 

Respondents in the study are managers and entrepreneurs in firms intensively applying knowledge with less than one hundred employees.  The choice of entrepreneurs and managers is based on their leadership roles that are emphasised in the study, whereas choosing knowledge intensive firms is aimed at ensuring that the managers are appreciative of the need for innovation and creation of knowledge.  It is apparent that the choice of the population and the sample used in the study consider the research problem and are aimed at ensuring that the attributes and characteristics being looked for are easily got from the respondents.  This is a form of purposive sampling that is effective in ensuring that the attributes being looked for are easily got from the population minimises the external validity of the results, since not all firms in the practical environment are knowledge intensive. 

Though there are various measures included in the research aimed at improving accuracy of response, carrying out the interview for an average time of 90 minutes is evidently not one of them.  A one-and-a-half-hour interview can be tiring, which may reduce the accuracy of the responses retrieved from the respondents.  This is one of the few undoing of the study.  Another important methodological consideration is the use of the taxonomy of managerial practice that develops behavioural constructs derived from empirical research and experts judgement (Yukl 2002).  Though the use of such tools aids construction of the leadership characteristic model, which is a key goal of the research, it uses expert judgement, which may be prone to bias irrespective of the experiences and skills that they portray.  This is another disadvantage of the adopted methodology.

Validity
Though there are a few flaws associated with the methodology, it has been developed with emphasis on the nature of the research problem and ensures that the specific methodological approaches are derived and supported by the adopted research design.  These are factors that are central to the validity of the methodology which has in some instances been supported by previous studies.  Moreover, the considerations in adopting the specific research approaches have been well supported which is important in ensuring accuracy and therefore validity of the results.  The results and development of arguments resulting into the 13 constructs have also been displayed with the aid of tables which adds to the validity of the adopted methodology.

Discussion of Findings
Statement of Contribution
The discussion concisely and clearly relays the implications that the findings from the study have on the field.  The authors highlight the importance of paying attention to employees ability to innovate in developing an environment that is suitable for innovation, while relaying differences with previous studies.  By highlighting issues such as consulting, delegating and monitoring behaviour among other constructs developed in the model, the study reveals how differences in leaders behaviour can affect the levels of innovations within an organisation.  It is apparent that the study is important in ensuring that leaders understand characteristics that they should display in ensuring that they help fosters an environment that supports innovation. 

Positionality
The assertion by the study that there are finite characteristics that define the impact of leadership on the innovation behaviour has both pros and cons.  While leaders can easily gauge the characteristics that they display against the required constructs, it is apparent that the list has not been proved exhaustive and comparison may be prone to bias since the constructs do not have an indicative scale.  The constructs are qualitative, which reduces their usability in assessing leaders though they are important in highlighting requirements in ensuring that leaders play a role in developing environments that support innovation.

Limitations
Another important issue that is central to the relevance of the study to the discipline is that it explicitly states the limitation associated with using a qualitative research design and the need for a quantitative approach in the same study area. This is important in ensuring that varied dimensions are adopted in analysing innovations and how it is impacted on by internal organisational systems specifically leadership.

The article provides an extensive review of innovation and leadership. There is evidence of extensive research and a thorough understanding of the mechanism involved in qualitative research.  Though there are a number of limitations resulting from the adopted approach to limitations and methodological directions, the study is effective for it meets its goals within a clearly outlined framework.  Its significance to practice and to the existing researches also adds to its relevance.

Audience Analysis Paper

Telecommunication industry grows at a breakneck speed that leads to endless innovation in the customer premise equipments like handhelds that goes mobile and simple and allows the transmission of data up to millions of bits per second. However, technology is not the only factor that determine the success of a business or an action, it fact communication skills play important role when presenting ideas of facts in front of audiences.

Concerning the issue, this paper will elaborate the situation in which I am appointed to present quarterly sales information at an in-person meeting to a group of stakeholders including managers, salespeople, and customers. Since the key to successful presentation knows the audiences, therefore there are several issues to consider

To understand the characteristics of the audiences
To develop the communication channels
To consider the diversity of the audience
To ensure that the ideas and messages in the presentation is effective

Understanding the Characteristics of Audiences
Knowing the target audiences is important in the presentations since it give us the leading knowledge regarding the level of knowledge of each audience. Since the degree of influence is different from one audience to another, I divide the kind of audiences into two main categories primary and secondary
   
Primary Approval authorities, composing of key persons in the company that have concerns on the sales performances. In this case, these primary audiences include managers
   
Secondary this includes stakeholders that have great influence towards the continuity of our business they are salespeople and customers.
This categorization is important as to communicate effectively with the audiences in the presentation sessions, we should understand who they are (job title, preferences etc), what group they belong to (executivescustomerssalesperson), and what values they hold. For example, when discussing the sales performance, managers have the power to accept or decline my recommendation as described in my presentation.

The secondary audiences in the presentation are the customers and salespeople with different concerns. The salespeople will be asked for comments whether in the achievement of quarterly sales information there are several issues that get in the way and have potential in preventing the realization of upcoming sales target or not. The customers are also considered as secondary audiences as they have concerns over the productservices that we offer them. Therefore, the presence of customers during the meeting will add the information concerning the sales and could be the kid of products that customers really want.

Communication channels
The next step after deciding the audiences analysis is to select the communication channel to deliver the ideas in the presentation. Due to the audiences are diverse with the availability to accept the message is different from one stakeholder to another, therefore, the selection of communication channel should be developing properly. This selection also considers the key message to stakeholders to inform regarding the sales achievement while increasing sales performance and customers satisfaction.
   
The potential fault is the large size of our organization may cause miscommunication that will prevent the company to achieve the goals. In order to keep strong corporate culture in managing communications, therefore, our company needs to develop strong internal culture in conducting communication. There is several factors influence the effectiveness of communications including physical barriers, culture, language, ethics, and many others.
   
According to Williams (2007), communications is a process of delivering information from one person to another. To deliver information, a person may use different kinds of tools. However, it is quite to tempting to associate right technologies with sophisticated new machines, robots, or any interactive holographic assistants. It turns out that the right technologies for business might be merely a desktop computer or simply a digital voice recorder, depending on the type of business we compete.
Under such circumstances, the use of telecommunication technology is beneficial to help employees at a business to alleviate communication barriers among managements, employees, and customers. As a communication channel, therefore, we select the written message in addition to the direct presentation. The written message acts as the reminder for what have been presented in the class.

Considerations  of audiences diversity
When delivering message or ideas during the presentations, we should consider the diversity of audiences so that they could accept the message properly. Among the consideration in the audiences diversity is
Deliver the summary to reach audiences that need the short resume
Since the audiences come from different educational background therefore we need to carefully deliver the technical term to avoid any confusion.

Measuring the message is effectiveness
The first step is to provide measurable and quantitative objectives. One simple measurement is to target a certain number of enquiries during the presentation session. Based on the objective, therefore, the measurement is quite easy since we can measures variations pre and post acts.
   
In other literature, I found that there are also two steps in creating the most influential the ideas presentation. It results in the number of favouring findings to make the presentation gets more effective in as following
Step 1  Setting up The Key Message. In this first step, we might conduct a focus group discussion in separate places (could be cities or continents) in order to figure out perceptions of audiences presented
Step 2  Testing the Message. There are many ways to do this. The market researchers might test these among the audiences, says in a continent or a city (70 interviews) and in other location (30 interviews).
Stopability
Interest
Relevance
Clarity
Likelihood of taking action

The above steps when appropriately developed will provide a company with suitable information that ensure the effectiveness of ideas presented during the sharing session regarding the quarterly sales performance.

Sarbanes-Oxley Act of 2002

The Sarbanes-Oxley Act (SOX) of 2002 refers to a bill that came to force due to corporate and accounting scandals. Within the senate, the SOX Act was known as the Public Company Accounting Reform and Investor protection Act while in the house it was known as the Corporate and Auditing Accountability and Responsibility Act. The Act is hailed as one of the important transition that the Security Exchange Act has undergone since 1934. The Act is named after Senator Paul Sarbanes and a U.S Representative Michael G. Oxley. The signing of the SOX Act was done after the former U.S president George W Bush had met with Sarbanes and other dignitaries in the Blue room within the White House (Recine, 2002).

When it was passed and the companies that were required to comply
The legislation took effect on July 30, 2002. This was after the failure of such high profile companies such as Enron and WorldCom. The main objective of this Act was to protect investors by ensuring that corporate maintained accurate and reliable records and they also gave necessary disclosures to the potential investors. It was also designed to ensure quality financial reporting, independent audits and the accounting services for public services. The Sox Act was applicable to all U.S public company boards, management firms and accounting firms but was not applicable to the privately held companies (Lander, 2002).

What SOX comprised of
The SOX Act was broken down into eleven titles but only sub-sections 302,401,404,409,802 and 906 were more concerned with compliance. The first sub-title (101) provided for the formation of a Public Company Accounting Oversight Board whose mandate was to oversee the audit of public companies. The board was to operate as a non-profit making corporate, had perpetual succession and could only be dissolved through an act of parliament.

The board had the responsibility of registering accounting firms that prepare audit reports and ensure that the required standards are adhered to in the preparation of the audit reports. Also it had the responsibility of conducting regular inspection in the audit firms and conduct investigations and disciplinary proceedings. It had the powers to impose sanctions where justified, ensure compliance with the Act as well as budgeting and managing the operations of the board.  Foreign public accounting firms that operate under the United States were also subject to the Act and the regulations of the board (Romano, 2005). The board main source of fund was ascertained from the annual budgets.

The second title provided for the auditors independence. The title highlights that an auditor should not in anyway give non-audit service to a client. The title classifies such services as book-keeping, actuarial services and legal services among others as non-audit. Non-audit services such as tax services were to be given upon approval. The title also provided that the audit firms were to ensure that there is proper partner rotation within their operation. The Act provided that the Comptroller General is to conduct a study as well as review the potential effects requiring mandatory rotation of registered public accounting firms. Then, he was required to issue a report of his findings an year after the enactment of the SOX Act.

The third title was about corporate responsibility and subtitle 302 was the one more directed to compliance. The subtitle was about corporate responsibility for financial reports. Under this, the Principal Executive Officers of companies which were filing reports under section 13(a) or 15 (d) of the securities Exchange Act of 1934 were required to certify that the signing officer has reviewed the report. They were also to certify that the report does not have any untrue information and he should certify that all materials are fairly presented.

The officer was also required to certify that any significant changes in the internal control systems have been indicated in the report. Any significant deficiencies that can affect the issuers ability to record process or summarize financial data were also to be certified. The sub-title also provided that no application could be applied in reducing the illegal force. Even the foreign re-incorporation could not reduce the legal force of the Act (Romano, 2005). The rules were to start operation within 30 days after enactment of the SOX act.
The fourth title was about enhancing the financial disclosures. Under this title, subtitles 401,404,409 were the ones directed to compliance as stipulated by SOX Act.

Section 401 provided for the accuracy of financial reports and that financial statements be prepared in accordance with the generally accepted accounting principles. All material correcting were also to be disclosed in accordance with the accounting principles. Off- balance sheet transactions which can have material current effect or future effect on financial position were also to be disclosed in accordance with the Act.

The title required that all pro-forma information should be presented in a manner that it does not contain any untrue statement or no material information is omitted .The pro-forma statement was also required to reconcile with the financial condition and results of operations in accordance with accounting principles.
The Act provided that a study of fillings by issuers was to be adopted not later than one year after adoption of the off-balance sheet disclosure rules required by section 13 (j) of the Securities Exchange Act of 1934.Within six months after the study of the fillings, the President, Committee of Banking, housing and the committee of financial services are to be sufficed with a report of the findings. The report was expected to give the extent to which the special purposes entities are used to facilitate the off balance sheet transactions.

The report was also expected to highlight whether accepted accounting principles were used in the consolidation of special purpose entities (Recine, 2002). It was also expected to give an estimate of the off-balance sheet transactions. Finally, the report was supposed to give recommendations on how to improve on the transparency and the quality of reporting the off-balance transactions in the financial statements.
   
Subtitle 404 was concerned with management Assessment of internal controls. It required that every public accounting firm is to prepare an audit report which the issuer is to attest to and report on. The attestation was supposed to be in accordance with the standards for attestation engagements adopted by the board. The Act provided that such attestation is to be subjected to separate engagement.
   
Subtitle 409 was concerned with real time issuer disclosures where each issuer reporting under section 13 (a) or 15 (d) was required to disclose on a rapid basis about any material changes in the financial condition. The real time disclosure was expected to be in plain English and inclusion of trend and graphic presentation was also acceptable.

The sixth title was concerned with the resources of the commission. The title required that the funds appropriated to the commission were to be utilized in delivering its duties and powers it was estimated that for a fiscal year the commission would use at least 776,000,000.      

Penalties for non-compliance
The eighth title was concerned with the corporate and criminal fraud accountability. Subtitle 802 was concerned with compliance and is more specifically directed to the criminal penalties associated with altering documents. It state that, any individual who knowingly destroys, alters conceals or make false entry in the financial transactions with the intention to impede or obstruct investigation or proper administration within United States or under any case under title 11 then, the individual shall be fined under the title or shall be imprisoned for not more than 20 years, or shall be subjected to both the penalties (Lander, 2004). 
    
Another offence which was punishable under the SOX Act was the destruction of corporate audit records. The Act provided that any accountant shall maintain the audit and review work papers for a period of five years from the end of the fiscal year within which the audit was completed. This was valid if the accountant had performed audit of an issuer of securities which are covered under section 10A (a) of the Securities Exchange Act of 1934. The Act also provided that, if one knowingly and willingly violate subsection (a) (1), or any rule that is publicly declared by the Securities and Exchange Commission under subsection (a)(2) then the person shall be liable for a fine under this title or imprisoned for a period not exceeding five years or will be subjected to both. Under the SOX Act, nothing would be used to relieve any obligation which has been imposed by the Federal law to maintain or refrain from destroying any document.
   
Title number nine was concerned with the white collar penalty enhancements and section 906 was specifically concerned with corporate responsibility for financial reports. The section required that each periodic report having financial statements filed by an issuer with the Securities Exchange Commission pursuant to section 13(a) or 15(d) of the Securities Exchange Act of 1934 shall be accompanied by a written statement from the chief executive officer or his representative (Romano, 2005). The section also provided that, the written statement should certify the periodic report containing the financial statements fully complies with the stipulations as provided by section 13(a0 or  15(d) of the Securities Exchange Act of 1934.It also required that the information provided in the periodic reports were fairly presented in all material aspects.
Penalties associated with certifying a statement which does not conform to the required standards were either a fine of not more than 1,000,000 or imprisonment for a period not exceeding 10 years and one may also be subjected to both penalties.
   
The other offence under this title is the willful certification of a statement stated in subsection (a) and (b) when it is not in conformity with the set standards. If one commits this offence then he was to be subjected either to a fine of at most  5,000,000 or he was imprisoned for a period not exceeding 20 years. He could risk being subjected to the two penalties.

Admission Essay

Though I am happy in my current position as an Assistant Manager of a retail store, I am still far from where I want to be and this is the reason why I thought its a good idea to go for an MBA program at this point of my life as it would enhance my chances of increasing my professional capabilities.

I have great interest in the field of finance and alternative energy. I would like to amalgamate my interest area with the educational insight that I would gain through this program so that I am able to transform a small idea into something huge, which can be benefiting for the entire society.
   
There are two very strong motivations in my life that always coaxes me to move ahead and grab the best opportunities. The first one is of course financial independence and the second one is the dream to be a figure or symbol of authority. These are the most important guiding forces to me. However the idea of being so successful that I am able to enrich others and lend valuable help to people in need is also a strong motivational force for me. They provide me a sense of tremendous excitement.
   
Both my short-term as well as long term goals can be termed as an extension of my motivations. My short term post MBA goal is to gain experience and insight in the field of corporate business, develop networks with the influential people and accumulate necessary tools and capital in order to start a business of my own. Columbia business school would prove to be extremely helpful in it as academics are just a part of its curriculum. Apart from academics, it also prepares the students to develop their skills in such a way that the transformation from a student to a professional in the field of business is not difficult. There are around 100 active student organizations at the Columbia Business School that focus on developing ones leadership skills, social activities, community service as well as career and professional interests. A student gets a chance to interact with people from varied backgrounds and interest areas as the campus has different sets of clubs that range from the Integrity Board to the Hispanic Business Association, from the Real Estate Association to the Social Enterprise Club, from Ballroom Dancing to the Ski Club. I am sure dealing with so many groups of people would help me in building a network that will prove beneficial in achieving my short-term goals.

My long-term goal is to set up my own business or enter into partnership with an entrepreneur. I want to work in the field of alternative energy. This field has immense potential of carving a niche for those who are interested in it as the alternative energy industry is growing rapidly. Government is supporting it and since the price of oil is rising, and along with it gas and coal have chances of running out one day, the time is not far away when alternative energy would become the primary source of energy for all.

The fact that this industry does not just promise rich dividends but also lends immense inner satisfaction is something that draws me closer to it. Hence my long-term goal is to not only to be a successful entrepreneur but also have the contentment that I am doing something good for the earth and indirectly to the people at large because there is a growing environmental concern amongst them. Since Columbia Business School is a very progressive school that incorporates the latest business trends in order to empower its students to be leaders in the changing business environments, I feel it is definitely going to help me in attaining my long-term post MBA goals.

The school understands that the organizational and leadership need of todays professionals keep on changing. Hence it keeps on upgrading the MBA graduate programs so that the students are well abreast of the latest business trends. According to its website Columbia MBA graduates dont just join the workforce  they influence it, shape it and change it for the better. (2008, para. 1) The unison of good education, the richness of the place the school is located in and of course a lifelong benefit of being a part of a rich alumni network that boasts of members who are trailblazers and pioneers in their respective fields would help me in being successful in my life and this is why I am desperate to join this school.

Financial planning for Wal-mart

The Wal-Mart financial accounts presented in April 2009 presented two major strategic objectives the company wishes to achieve in the near future. First, a future expansion plan estimated to cost the company an expenditure of  12.5 to  13.5 billion in the 2010 financial year and a global strategy in enhancing the continued sustainability of customer friendly business globally.  In view of the companys stability as expressed by the management and evidence in the stable cash flow, this study suggests that Wal-Mart can include in its strategic plans to launch a new strategic business unit (S B U) that would offer a financial credit to shoppers who are members of Uncle Sams club. The credit facility, for instance, can allow the members to shop 50 more than their cash limit every time they purchase goods worth  1,000. The aim of the credit facility would be to increase sales volume and at the same time enable members to purchase their future planned goods in advance. The reasons behind these strategies should be the companys desire to improve aspects of its stakeholders namely the shareholders, customers and suppliers.

Through expansion, the company hopes to increase the shareholders ROI (Return on Investment) which according to the annual report has grown substantially in the past few years. In strategizing for sustainability, the company aims to maintain its customer friendly prices that have been its unique feature. Through the establishment of the new S B U, the company would cement its reputation as being customer friendly and this would enhance its customer   retention and acquisition. The major drive towards Wal-Marts performance globally has been low retail prices, should be maintained if its image is to be sustained globally.

The achievement of these strategies implies a huge financial undertaking and management burden, which are undoubtedly going to affect the financial planning of the company. First, expansion, both physically and in the start of a new credit facility are likely to involve a massive capital expenditure. As such, financial planning must carefully evaluate the correct figures necessary for the expansion as well as cater for miscellaneous expenses that may be hard to estimate. In financial planning, figures are assumed as the best estimates but they are not always exact pointers to the real requirements. The expansion strategy is likely to create a financial strain within the company since a lot of money will initially go out of the business.

This implies that the near profitability may be affected due to an in balanced cash flow. Financial planning in the mean time should therefore cater to reduce massive business expenditures so that normal business operations go on without interruption. In view of the future expansion strategy, much of the income and profits should be restricted within the business by deferring other programs which may not require immediate attention. This implies that the planners may stop some business social expenditures until the expansion program has successfully rolled out. In face of a financial crisis and the effects of fluctuation of foreign currencies, there is need for Wal-Mart planners to carefully measure every expenditure decision if the expansion plan is going to succeed and at the same time pay substantial dividends to the shareholders.

Marketing Mix for Wal-Mart A Case Analysis

The product mix is the total composite of products offered by a marketer to the consumers. There are two types of products that a marketer may offer to the consumers under the system of marketing mix and these are individual products and product lines. Individual products as the very name suggests that these are individual items offered by the marketers and are not similar to the other items displayed on the shelf. On the other hand a product line is a group of products within the product mix that are closely related. The similarity may be due to the fact that the products function in more or less similar fashion or are priced under the same price range or they are regularly sold to customers of the same group. In order to make a detailed understanding of the marketing mix as seen in the case of Wal-Mart here, it is better to analyze the four elements of the marketing mix and how they affect the development of the organization.

Product
Product means those items which the marketer offers to the consumers visiting his shop. These products are systematically chosen by the marketer by going over the responses and behavior of different consumers. The product is put on sale so that the consumers would know it at once and would come repeatedly to purchase it. At Wal-Mart stores the consumers have the choice of wide variety of products at a very attractive price. It is also the product which the consumers have enough time to go over it in detail or else those products that are bought at instant notice. For the latter part the products ought to be branded ones for the consumers to recognize it the moment they see it on the shelf. At Wal-Mart the consumers are attracted towards items by the display on the bill board. Those items that are for immediate requirement is prominently placed where the customer can get there with ease. Those items that are essential yet not required often are kept slightly away yet the consumers can easily locate it as the billboards would indicate.  The strategy adopted by Wal-Mart is to get the maximum customers towards it store through these methods which are essential for keeping its business afloat. 

Place
All products are kept in stores with their prices prominently displayed giving the consumers the easiest way to choose from. Many products at Wal-Mart are kept keeping in view the priority the consumers have for them. Some of the items or product mix is kept ready to be packed away when consumers purchase them vide online submission. If so what sort of shopping centre these online purchasers are likely to make. Questions like this can go a long way in finding out the exact nature of consumer behavior and Wal-Mart with its experienced employees keeps good track of all this minutest detail so very necessary for carrying on its business in the rapid track system. In this way it can also be ascertained whether the consumers prefer going to specialized shops for purchasing certain items or whether they need to be informed and made to understand by capable sales force. The latter is especially so where new machineries or new products has to be demonstrated before the consumers initially. Wal-Mart has a strong backing of sales personnel who are experienced in demonstrating all the items present in its store. And lastly it always keeps an eye open at its competitors and sees whether there is a possibility of some customers shifting loyalty due to some extraordinary offers that the competitors may bring forth into the market to gain attention. An understanding of the psychological process by which attitudes are changed provides in sight into when and how attitudes are likely to guide behavior (Bagozzi, Gurham-Cauli and Priester, 2002).

Price
Price is one of the most important factors other than immediate necessities that induce the average buyer into purchasing any product or item. At Wal-Mart all items are displayed prominently with their price attached along with it. Most items are bought from the manufacturers and wholesalers in bulk and kept in the warehouse and hence Wal-Mart always has the advantage of giving out part of the discounts or price incentives on bulk purchases to the end consumers. This strategy actually works wonders for the consumers are quite aware that the products bought from Wal-Mart are cheaper than the competitors products. Again, the organization too benefits due to the fact that it can count on repeat visits by those very customers who had earlier got a product at a much cheaper price. At times many items are bought not for the price factor, but being very expensive that gives the consumers some kind of social status. Here, slight increase in price is not easily seen or cared for and can add to the profits of the organization. In all cases, Wal-Mart has to be extremely vigilant in keeping careful watch over the price of the competitors such that a slight change or variation may upset its vast customer base.

Promotion
One of the best ways to promote a product is through word of mouth to spread. Most organizations attain their goodwill status by this way only. Although other types of promotion are there and sometimes prove to be quite useful when the customers have to be informed in relatively short period of time then organizations go in for advertisement in TV, hold exhibitions and make the best of the media with paid advertisement.

There are various novel ways of promoting an item or product and Wal-Mart has done the promotion by keeping trained sales staff for distributing of brochures or by giving demonstration. It is through innovation that business finds ways to generate more value from existing resources (Nicholson, 2009). At Wal-Mart the people are friendly and in turn the management gives the staff at the counters or is in continuous touch with the customers excellent support.  A good management model means marketing and business strategies become aligned and stay aligned and thus paving for the flexibility to grow in economy and achieve business goals (Srinivasan, 2009). Besides, Wal-Mart uses other types of billboard advertisements as well as hoardings with special offers on the cards to entice new and old customers alike.

Special discounts, gifts or complementary products are received by customers during season time or during Christmas. For an organization of its size Wal-Mart can never be caught in a complacent position for its very survival depends upon the frequency of the customers from it large customer base. Sometimes the best way for the success of a particular product to be launched would to time the launch according to consumer preferences or taste. For this elaborate study of the consumers mind, attitude, preference, tastes would have to be studied in order to make the sales promotion really fruitful. Packaging the product is another way of promoting a product. Consumers upon seeing the neat packaging may make repeat visits to the shop for the very reason that the product purchased is very neatly packed or made easy to carry.
         
In conclusion it can be stated here that the four Ps are of utmost importance for the organization in realizing its targeted growth. Besides, Wal-Mart is so huge that it has become a household name and is usually referred to as one stop shop for all items to be purchased. The product mix offered by it are available in greatest varieties at its depot and number of almost similar products or product line is perhaps the very best that a consumer can get. The marketer has always maintained a culture where the products are sold as per consumers needs and at the lowest price.