Primark free essay sample

Our research purpose Primark, which was build up in Ireland, is one of the fast fashion leaders in the UK retail market. The all 181 stores spread over Ireland, Spain, and the UK. The competitive advantage of the group is producing volume clothes and selling them in cheap price. Primark sell different catalogue product, women clothing, men clothing, shoes, accessories, baby clothing, children clothing, underwear, swimwear and nightwear. Nearly cover all variety of the clothing. According to Primark website figure, â€Å"Primark Stores Lt is a subsidiary of Associated British Foods. Associated British Foods is a diversified international food, ingredients and retail group with global sales of ? 6. 8bn, and 85,000 employees in 43 countries. In the financial year 2006/7, 32 new stores were opened and five smaller stores were closed to give 4. 8 million sq ft of retail selling space. Highlights during the year included the opening of London’s Oxford Street store in April. This was extremely successful, selling one million items in its first ten days of trading, and attracting considerable media coverage. We will write a custom essay sample on Primark or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †? From the figure, it shows Primark develops extremely fast and successfully. Particularly, Primark Oxford Street Store success means British consumers accept Primark in some way. This is a good sign for Primark to explore the UK market. What fascinates us about Primark is they use both competitive price and up-dated clothes to attract target consumers. In order to find out what does consumers opinions on Primark, our group was divided into two groups. The first group’s task is doing the consumers observation in London’s Oxford street store. Meanwhile, another group is doing the consumer’s observation in slough store. Both groups ask 70 consumers to do the questionnaire, which we will mention below and why they chose Primark rather than other retails. We also ask the local store mangers about more information of Primark. After our observation, we find that Primark’s consumers group is mostly young people, who are age from 23 to 35. In the following report, we will analyze the positive and negative view of consumers and conclude the recommendation. 1). the positive view of customers a. PRICE Firstly we can see as a discount retailer, Primark is successful because it offers customers with super-competitive prices. According to our research, 80% customers choose Primark as their favorite because of their cheap price. After a brief search online, the cheapest garments are about 9 RMB, which equals just about 1 pound. What the main reason of such amazing price? Generally, it could be concluded to three aspects. a) Low overhead and operation cost. Primark always process bulk production and volume buying, which makes overhead cost low and keeps costs down. There are two distribution centers – a 650, 000 sq. ft. unit at Magna Park in Leicestershire, and a 200, 000 sq. t unit at Naas. These huge centers are a guarantee to its efficient distribution, which lower its operation cost. There are 400 suppliers, most of which are in Asia such as India and China, where the labor cost are much lower than that in the developed countries. According to the secret investigation of Panorama, a program of BBC, it reveals that children were paid as low as 54 pence a day for embroidery and sequin work. No matter who should be responsible for this children labor issue, the cost in its work force really play a key role in the low price. ) Design is simple and low design cost. As we know, design can create an emotive bond between brand and customer, allowing a retailer to elevate its product into a special experience. Primark makes its clothes in the most popular sizes. Sometimes, Primark copies its rivals’ clothes, such as Monsoon. There are a lot of similar clothing between Primark and its rivals. Imitation of popular prints, motifs and original designs in the market makes P rimark enjoy the profit created by other companies. In addition, compare with its rival, its design cost seems to be very low. Most of Primark’s products are simple, not luxury but fashion, which attracts its customers very much. According to our questionnaire, % think that design is very important. c). Few promotion, low advertising cost Primark never do promotion, according to one manager of Primark in London. Regular business is what Primark concerns. In other words, they could pay more attention to the regular business. Cost caused by promotion could be saved. In addition, there are fewer advertisements about Primark which should be a big part of their marketing cost. We could never see brochure in Primark. No billboard of Primark in the street. No advertisement on the internet. But we could see Primark bags in people’s hand along the street. Nevertheless, Primark saves a lot of money in this aspect. ?PLACElocation Secondly we found out Primark makes a good choice about location. Almost each branch store locates in the high street. From the diagram which we have researched, it could be concluded that location is also one of the most important factors which motivate customers to purchase and make Primark successful. ercent of customers would like to consider the location of garment stores when they go shopping. Convenience and easiness are the expectations during each time customer’s purchase. Few customers are willing to spend extra time going to a remote place merely for the purpose of buying clothes. Furthermore, Primark is sensible; it hardly locate the branch stores in the city or town which most customers have a high disposable income, such as Windsor and Grilfield. This group of people seldom purchase low price clothes, which would influence the sale of Primark. Primark has wide distribution net. It operates around 181 stores in Ireland, Spain and the UK†.? As we can see from Appendix B, the distribution of Primark in the UK and Ireland is quite dense. Primark is planning to develop the European market in 2009.? The European clothing market has a huge potential for Primark to expand and achieve maximum profit. Distribution Primark is a direct marketing retailer, which does not use any intermediary media. Therefore, it can reduce the cost. Simultaneously, customers can get the latest clothes quickly. Primark has two distribution centers,? which distribute all the products to each brand store. The distribution channel is crucial for Primark; it links both internal performance and external environment. â€Å"Multiple locations do cause more awareness but that is only the first step in a consumer’s decision-making process. † Hartnett, M. , 2006, p4 ?Product Finally, Primark has been value fashion brand, which exists in a mainstream clothing market. With cheap products, it has been recognized as top priority by young consumers. According to Hilton, most value fashion retailer, such as George, attract more family shoppers whereas Primark aims at the youth. The family shoppers might spend more money on household goods whereas the youth is likely never to consider these things. Therefore, its primary product orientation is to attract youth female who seek fashion as a fad. Primark takes into account in the purchase of a garment cheap value products are like a throwaway fashion during a short period in a competitive economic market. With this strong perception, as a result, Primark designs a wide range of key products as its prime, making inroads into the youth appeal market, ranging from women’s clothing such as underwear, pajamas, coats, handbags, shoes to men’s t-shirts, coats. Furthermore, Primark has become good at imitating other high street brand designer’s masterpieces, which are popular off the catwalk fashion. Analyzing from the pictures above, we can visibly see the style is nearly similar. On the other hand, in order to pursue a fresh fashion, Primark updates its products rapidly, even once a week. This action makes Primark maintain an underlying advantage, compared with other rivals, such as New Look, Peacock in a fashion scope. The factor playing a crucial role in the whole process to ensure the speed of update is the supplier of products. As a matter of fact, Primark has its own factories in developing countries, such as China, India. This integrative management not only ensures essential low price but also eliminate supply chain’s approach to accelerate frequent seasonal update. It has a strict pattern of conduct to ensure good quality and efficiency in vogue. 2). the negative view of customers ?Physical evidence: environment, facilities, etc. With the furies competition in the marketing place, physical evidence plays an increasingly important role in marketing, especially to companies as Primark, such a fashionable clothing company. According to the prior survey, __% of people take physical evidence into account when make purchase decisions. Physical evidence means the material part of services which consumers can see and touch? In environmental psychology terms tangible objects can make deeper impressions on consumers and, directly influence their evaluation on the products as well as the brands. A well-arranged physical environment can help to promote consumers’ decision making. However, combined with the survey and team members’ practical visit to Primark, it doesn’t do quite well in physical evidence in most of its stores. Following are the main deficiencies in the stores of Primark. 1. The uncomfortable background factor: the high temperature and the poor ventilation. Since Primark stores are always full of customers in peak hours, the higher temperature and the poor ventilation system may make customers feel uncomfortable and even dizzy, thus decreasing purchasing actions in certain degree. 2. The simple designing factor: lack of attractive signals. Although simple can be a kind of style, to Primark, a brand emphasizing on fashionable clothes, it does need some fashionable decorations to support its product value. The inside decoration of its stores is quite similar to that of the supermarkets. It is incredible that a customer can not find even one well-designed decoration or signal in the store! 3. The shortage of functional factor: crowded layouts and insufficient fitting rooms. When doing shopping in Primark, the most sentences one hears are: excuse me†. In some places, the space between shelves is too narrow to pass two people simultaneously. What’s more, there is always a long queue in front of the fitting room. After interviewing some customers, they complained that it always took them more than 20 minutes to wait! 4. The lack of staff. According to the manager of Reading’s branch, the shortage of the staff is one of the biggest problems now. Take this branch as an example, the total number of staff is – among which only – sales staff. The lack of staff brings many problems. For instance, the staff usually can’t finish shelves timely during the peak hours. And it is also very difficult for customers to find a staff for information. If Primark wants to further increase its sales volume, they had better consider improving its physical evidence in stores. It can not only stimulate consumption but also add value of the products. Fair trade Primark is considered the No. 1 least ethical company by consumers this year, according to a recent survey conducted by populous for the Times (Retail Week, 2008). Although Primark intends to stress its credential as a good social company, what it does obviously contradicting what it alleges. Earlier on the 23ed June of this year, a BBC P anoramo program in UK exposed that Primark hires children as its labor in India’s sweatshops (BBC, 2008). In response to this accusation, Primark terminated its contracts with those three manufacturers in India. However, is this action the end or just the beginning? With the growing number of â€Å"green† consumers and the new structure of the economy, retailers such as Primark are obliged to plunge into Corporate Social Responsibility. Fail to do it may finally make a negative impact on the company’s profit. Look back to the prior survey; it can be found out that Primark has a low brand value. Most consumers choose Primark only because of its cheap price and convenient location. Since the price of Primark is already on the bottom, what can be done if Primark wants to further increase its profit? The answer is quite clear, in order to maintain a long term growth in its profit, Primark should turn itself into a good social corporate. ?Customer relationship According to an interviewed customer said, â€Å"Although the price for a T-shirt can be one pound, the customer services can be zero. † (Interviewee 1), some customers do feel it is an unpleasant experience of shopping in Primark. The number of stuff in Primark store is quite low, as the store manager of Primark in Slough pointed out, they do lack of employees, and sometimes stuff seems to have to work too much, even customers still complain about no response sometimes. Slough manager) However, there is certain group of customer think that they do not care about the service because the unbelievable price; and they prefer to do shopping freely without shop assistant interfering in. ?Process: long queue During busy time, every afternoon, especially on weekends, there is usually a quite long queue in front of its cashie r. For example, there is only one â€Å"Please pay here† with seven cashiers for a two-floors-store in the Primark of Luton. People have to wait more than 20minites to pay. Some people decide to give up shopping when see that long queue. 2. ecommendation : Based on our research, more cashier, more fitting room, more employees to develop customer response, increase the loyalty of customer by membership card or point card. Retail businesses not just look at the quality and price of goods. It must be including the good service. That is the weakness of the Primark Today the Primark still just put all the products in the store, and customers need to try by themselves and pick what they want from mass of goods into shopping baskets. Firstly, most of the day, products are put in mess order or maybe on the floor after tried. When the customer like the style and want to choose the right size, they may not be able to find out. So there should hire more staff to clean up the mass of good by a period time. Secondly, fitting room of Primark is not enough for those customers. Sometime it is difficult to fit the clothes due to the long queue for the fitting rooms, then that many customers decide to buy clothes without trying, without waiting which brings customers a disaster of feel unsatisfied about what they bought, or increase the return rate (see photo 1). I think that must build up a several fitting room for the customer and limited the number of cloth when the customers want to try. That could be reducing the time and increasing the space for others. Thirdly, the mirrors in Primark stores are not enough. For those goods what can be tried without fitting room, customers have to take them to mirrors which far from where they picked from and do not want to take them back, so the products will be messed up more. For this can be easily to solve, hung some more mirror. That is low cost and also convenient customer and staff. However those just an unremarkable point, If it can improve these. It will look tidier and the frequency of the customer come will increase. 3. Conclusion Primark is in a growing market, attract customer by low price and convenience. It needs to do more to satisfy customers. From the prior paragraph we can see the reason of Primark have achieved the success today. It has the low price and variety style to attract the customer and has the good location to convenient them for shopping. That would be the most two selling point of the Primark. But in now a day’s market just have low price is not enough to compete with others. On the other hand the low price means they have low cost on the supply chain. Good location on a high street means high fixed cost on the estate rent. Obviously fix cost is fixed. When the price doe not getting high and want to increase the net profit that we should look at the amount of customer. To reach this point just using the same offer is difficult to attract new customer and keep the same number of old one. To satisfy them, tell them we not just have low price we also have the high quality of service. Primark free essay sample Our research purpose Primark, which was build up in Ireland, is one of the fast fashion leaders in the UK retail market. The all 181 stores spread over Ireland, Spain, and the UK. The competitive advantage of the group is producing volume clothes and selling them in cheap price. Primark sell different catalogue product, women clothing, men clothing, shoes, accessories, baby clothing, children clothing, underwear, swimwear and nightwear. Nearly cover all variety of the clothing. According to Primark website figure, â€Å"Primark Stores Lt is a subsidiary of Associated British Foods. Associated British Foods is a diversified international food, ingredients and retail group with global sales of ? 6. 8bn, and 85,000 employees in 43 countries. In the financial year 2006/7, 32 new stores were opened and five smaller stores were closed to give 4. 8 million sq ft of retail selling space. Highlights during the year included the opening of London’s Oxford Street store in April. This was extremely successful, selling one million items in its first ten days of trading, and attracting considerable media coverage. We will write a custom essay sample on Primark or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †? From the figure, it shows Primark develops extremely fast and successfully. Particularly, Primark Oxford Street Store success means British consumers accept Primark in some way. This is a good sign for Primark to explore the UK market. What fascinates us about Primark is they use both competitive price and up-dated clothes to attract target consumers. In order to find out what does consumers opinions on Primark, our group was divided into two groups. The first group’s task is doing the consumers observation in London’s Oxford street store. Meanwhile, another group is doing the consumer’s observation in slough store. Both groups ask 70 consumers to do the questionnaire, which we will mention below and why they chose Primark rather than other retails. We also ask the local store mangers about more information of Primark. After our observation, we find that Primark’s consumers group is mostly young people, who are age from 23 to 35. In the following report, we will analyze the positive and negative view of consumers and conclude the recommendation. 1). the positive view of customers a. PRICE Firstly we can see as a discount retailer, Primark is successful because it offers customers with super-competitive prices. According to our research, 80% customers choose Primark as their favorite because of their cheap price. After a brief search online, the cheapest garments are about 9 RMB, which equals just about 1 pound. What the main reason of such amazing price? Generally, it could be concluded to three aspects. a) Low overhead and operation cost. Primark always process bulk production and volume buying, which makes overhead cost low and keeps costs down. There are two distribution centers – a 650, 000 sq. ft. unit at Magna Park in Leicestershire, and a 200, 000 sq. t unit at Naas. These huge centers are a guarantee to its efficient distribution, which lower its operation cost. There are 400 suppliers, most of which are in Asia such as India and China, where the labor cost are much lower than that in the developed countries. According to the secret investigation of Panorama, a program of BBC, it reveals that children were paid as low as 54 pence a day for embroidery and sequin work. No matter who should be responsible for this children labor issue, the cost in its work force really play a key role in the low price. ) Design is simple and low design cost. As we know, design can create an emotive bond between brand and customer, allowing a retailer to elevate its product into a special experience. Primark makes its clothes in the most popular sizes. Sometimes, Primark copies its rivals’ clothes, such as Monsoon. There are a lot of similar clothing between Primark and its rivals. Imitation of popular prints, motifs and original designs in the market makes Primark enjoy the profit created by other companies. In addition, compare with its rival, its design cost seems to be very low. Most of Primark’s products are simple, not luxury but fashion, which attracts its customers very much. According to our questionnaire, % think that design is very important. c). Few promotion, low advertising cost Primark never do promotion, according to one manager of Primark in London. Regular business is what Primark concerns. In other words, they could pay more attention to the regular business. Cost caused by promotion could be saved. In addition, there are fewer advertisements about Primark which should be a big part of their marketing cost. We could never see brochure in Primark. No billboard of Primark in the street. No advertisement on the internet. But we could see Primark bags in people’s hand along the street. Nevertheless, Primark saves a lot of money in this aspect. ?PLACElocation Secondly we found out Primark makes a good choice about location. Almost each branch store locates in the high street. From the diagram which we have researched, it could be concluded that location is also one of the most important factors which motivate customers to purchase and make Primark successful. ercent of customers would like to consider the location of garment stores when they go shopping. Convenience and easiness are the expectations during each time customer’s purchase. Few customers are willing to spend extra time going to a remote place merely for the purpose of buying clothes. Furthermore, Primark is sensible; it hardly locate the branch stores in the city or town which most customers have a high disposable income, such as Windsor and Grilfield. This group of people seldom purchase low price clothes, which would influence the sale of Primark. Primark has wide distribution net. It operates around 181 stores in Ireland, Spain and the UK†.? As we can see from Appendix B, the distribution of Primark in the UK and Ireland is quite dense. Primark is planning to develop the European market in 2009.? The European clothing market has a huge potential for Primark to expand and achieve maximum profit. Distribution Primark is a direct marketing retailer, which does not use any intermediary media. Therefore, it can reduce the cost. Simultaneously, customers can get the latest clothes quickly. Primark has two distribution centers,? which distribute all the products to each brand store. The distribution channel is crucial for Primark; it links both internal performance and external environment. â€Å"Multiple locations do cause more awareness but that is only the first step in a consumer’s decision-making process. † Hartnett, M. , 2006, p4 ?Product Finally, Primark has been value fashion brand, which exists in a mainstream clothing market. With cheap products, it has been recognized as top priority by young consumers. According to Hilton, most value fashion retailer, such as George, attract more family shoppers whereas Primark aims at the youth. The family shoppers might spend more money on household goods whereas the youth is likely never to consider these things. Therefore, its primary product orientation is to attract youth female who seek fashion as a fad. Primark takes into account in the purchase of a garment cheap value products are like a throwaway fashion during a short period in a competitive economic market. With this strong perception, as a result, Primark designs a wide range of key products as its prime, making inroads into the youth appeal market, ranging from women’s clothing such as underwear, pajamas, coats, handbags, shoes to men’s t-shirts, coats. Furthermore, Primark has become good at imitating other high street brand designer’s masterpieces, which are popular off the catwalk fashion. Analyzing from the pictures above, we can visibly see the style is nearly similar. On the other hand, in order to pursue a fresh fashion, Primark updates its products rapidly, even once a week. This action makes Primark maintain an underlying advantage, compared with other rivals, such as New Look, Peacock in a fashion scope. The factor playing a crucial role in the whole process to ensure the speed of update is the supplier of products. As a matter of fact, Primark has its own factories in developing countries, such as China, India. This integrative management not only ensures essential low price but also eliminate supply chain’s approach to accelerate frequent seasonal update. It has a strict pattern of conduct to ensure good quality and efficiency in vogue. 2). the negative view of customers ?Physical evidence: environment, facilities, etc. With the furies competition in the marketing place, physical evidence plays an increasingly important role in marketing, especially to companies as Primark, such a fashionable clothing company. According to the prior survey, __% of people take physical evidence into account when make purchase decisions. Physical evidence means the material part of services which consumers can see and touch? In environmental psychology terms tangible objects can make deeper impressions on consumers and, directly influence their evaluation on the products as well as the brands. A well-arranged physical environment can help to promote consumers’ decision making. However, combined with the survey and team members’ practical visit to Primark, it doesn’t do quite well in physical evidence in most of its stores. Following are the main deficiencies in the stores of Primark. 1. The uncomfortable background factor: the high temperature and the poor ventilation. Since Primark stores are always full of customers in peak hours, the higher temperature and the poor ventilation system may make customers feel uncomfortable and even dizzy, thus decreasing purchasing actions in certain degree. 2. The simple designing factor: lack of attractive signals. Although simple can be a kind of style, to Primark, a brand emphasizing on fashionable clothes, it does need some fashionable decorations to support its product value. The inside decoration of its stores is quite similar to that of the supermarkets. It is incredible that a customer can not find even one well-designed decoration or signal in the store! 3. The shortage of functional factor: crowded layouts and insufficient fitting rooms. When doing shopping in Primark, the most sentences one hears are: excuse me†. In some places, the space between shelves is too narrow to pass two people simultaneously. What’s more, there is always a long queue in front of the fitting room. After interviewing some customers, they complained that it always took them more than 20 minutes to wait! 4. The lack of staff. According to the manager of Reading’s branch, the shortage of the staff is one of the biggest problems now. Take this branch as an example, the total number of staff is – among which only – sales staff. The lack of staff brings many problems. For instance, the staff usually can’t finish shelves timely during the peak hours. And it is also very difficult for customers to find a staff for information. If Primark wants to further increase its sales volume, they had better consider improving its physical evidence in stores. It can not only stimulate consumption but also add value of the products. Fair trade Primark is considered the No. 1 least ethical company by consumers this year, according to a recent survey conducted by populous for the Times (Retail Week, 2008). Although Primark intends to stress its credential as a good social company, what it does obviously contradicting what it alleges. Earlier on the 23ed June of this year, a BBC P anoramo program in UK exposed that Primark hires children as its labor in India’s sweatshops (BBC, 2008). In response to this accusation, Primark terminated its contracts with those three manufacturers in India. However, is this action the end or just the beginning? With the growing number of â€Å"green† consumers and the new structure of the economy, retailers such as Primark are obliged to plunge into Corporate Social Responsibility. Fail to do it may finally make a negative impact on the company’s profit. Look back to the prior survey; it can be found out that Primark has a low brand value. Most consumers choose Primark only because of its cheap price and convenient location. Since the price of Primark is already on the bottom, what can be done if Primark wants to further increase its profit? The answer is quite clear, in order to maintain a long term growth in its profit, Primark should turn itself into a good social corporate. ?Customer relationship According to an interviewed customer said, â€Å"Although the price for a T-shirt can be one pound, the customer services can be zero. † (Interviewee 1), some customers do feel it is an unpleasant experience of shopping in Primark. The number of stuff in Primark store is quite low, as the store manager of Primark in Slough pointed out, they do lack of employees, and sometimes stuff seems to have to work too much, even customers still complain about no response sometimes. Slough manager) However, there is certain group of customer think that they do not care about the service because the unbelievable price; and they prefer to do shopping freely without shop assistant interfering in. Process: long queue During busy time, every afternoon, especially on weekends, there is usually a quite long queue in front of its cashier. For example, there is only one â€Å"Please pay here† with seven cashiers for a two-floors-store in the Primark of Luton. People have to wait more than 20minites to pay. Some people decide to give up shopping when see that long queue. 2. ecommendation : Based on our research, more cashier, more fitting room, more employees to develop customer response, increase the loyalty of customer by membership card or point card. Retail businesses not just look at the quality and price of goods. It must be including the good service. That is the weakness of the Primark Today the Primark still just put all the products in the store, and customers need to try by themselves and pick what they want from mass of goods into shopping baskets. Firstly, most of the day, products are put in mess order or maybe on the floor after tried. When the customer like the style and want to choose the right size, they may not be able to find out. So there should hire more staff to clean up the mass of good by a period time. Secondly, fitting room of Primark is not enough for those customers. Sometime it is difficult to fit the clothes due to the long queue for the fitting rooms, then that many customers decide to buy clothes without trying, without waiting which brings customers a disaster of feel unsatisfied about what they bought, or increase the return rate (see photo 1). I think that must build up a several fitting room for the customer and limited the number of cloth when the customers want to try. That could be reducing the time and increasing the space for others. Thirdly, the mirrors in Primark stores are not enough. For those goods what can be tried without fitting room, customers have to take them to mirrors which far from where they picked from and do not want to take them back, so the products will be messed up more. For this can be easily to solve, hung some more mirror. That is low cost and also convenient customer and staff. However those just an unremarkable point, If it can improve these. It will look tidier and the frequency of the customer come will increase. 3. Conclusion Primark is in a growing market, attract customer by low price and convenience. It needs to do more to satisfy customers. From the prior paragraph we can see the reason of Primark have achieved the success today. It has the low price and variety style to attract the customer and has the good location to convenient them for shopping. That would be the most two selling point of the Primark. But in now a day’s market just have low price is not enough to compete with others. On the other hand the low price means they have low cost on the supply chain. Good location on a high street means high fixed cost on the estate rent. Obviously fix cost is fixed. When the price doe not getting high and want to increase the net profit that we should look at the amount of customer. To reach this point just using the same offer is difficult to attract new customer and keep the same number of old one. To satisfy them, tell them we not just have low price we also have the high quality of service. Primark free essay sample The concept behind the retail promoting is confirmed that an organization makes items a client needs or demand. Utilizing different ways to deal with consumer behavior, advertisers and also imaginative approaches to pull in customers to an item. This writer suggested the worker fulfillment to be an important determinant of benefit quality and consumer loyalty. In light of an experimental and a conceptual explore survey. Distinguish five key IM components: worker inspiration, whats more, fulfillment, client introduction, and fulfillment, between practical administrations based approach towards an associations workers and an execution of a corporate system. (Ahmed, 2002)In 1969 the Primark effective business show, that the first Primark t store was opened in Dublin, Ireland. Primark was originated and directed by the name of Mr. Arthur Ryan. Moreover, Primark was extended to nation crosswise over Europe and America. In April 2016 the latest store was opened in Italy. The Primark has 60,000 staff individuals and have 700,000 utilized by their suppliers which is huge target to Primark. We will write a custom essay sample on Primark or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Primark has an online nearness, which comprises of their own website and additionally an expensive web-based social networking electronic person to person communication nearness, including Facebook, Pinterest, Twitter and Instagram account. Clients are likewise allowed to transfer their photographs on Primania page of the site, wearing Primark articles of clothing with an uncommon true objective to share their looks.

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Atypical Pneumonia essays Atypical pneumonia, also known as walking pneumonia, is a common cause of community-acquired pneumonia. Mycoplasm pneumomiae is the responsible organism which results in pneumonia in only 3% of cases; 20% of infections are asymptomatic, while 77% involve the upper respiratory tract. Although atypical pneumonia can occur at any time of the year, outbreaks tend to occur in the fall. The incubation period averages 3 weeks, in contrast to that of influenza and other viral pneumonias, which generally are a few days. Epidemics of mycoplasmal pneumonia tend to occur every 4-8 years in the general population and tend to be more frequent within closed populations, such as in military and prison populations. Mycoplasmal pneumonia is a disease of insidious onset. The patients history may include fever and chills, malaise, worsening dry cough, headache, scratchy sore throat, sore chest and tracheal tenderness and pleuritic chest pain, which is usually rare. Most cases of pneumonia due to M pneumoniae resolve after several weeks, although a dry cough can be present for as long as a month; some patients can have a protracted illness lasting as long as 6 weeks. The physical exam will reveal a nontoxic general appearance, erythematous tympanic membranes or bullous myringitis, mild pharyngeal erythema with minimal or no cervical adenopathy and no exudates. Usually there is a normal chest and lung exam with early infection but rhonchi, rales, and/or wheezes are heard via auscultation several days later. Generally lab studies are not needed but can be obtained. Complete blood counts tend to be within normal limits or slightly elevated. Sedimentation rate can be elevated with prolong infections. Chest radiographs should be obtained for definitive diagnosis, however at times there are no findings on x-ray and the clinician should treat presumptively. Macrolide antibiotics such as Erythromycin or Azithromycin are the drug treatment of choice due ...

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Phase 4 Discussion Board - Essay Example Also, the beverage industry is one in which brand loyalty is an important factor. For example, many people are hard core loyals to brands such as Coke or Pepsi, and it would take time to steal market share away from these established brands. As more and more time lapses after the launch, more people would become aware of the product and more trial would be generated. Optimistically speaking, if consumers like the new product, there would be more repeat purchase as time goes by. Satisfied consumers market the new product even more through the word of mouth as they encourage their friends and family to try it out. Hence, as more time goes by, more and more sales can be generated. Generally, for new products, the initial hype created by promotion campaigns is what leads to trial purchase. Even after the launch, the level of advertisement and other promotional activities has a considerable effect on the sales level. Advertisements can be in the print or electronic media. Other promotional activities can include Below The Line (BTL) activities such as free trial purchases offered to consumers, or free gifts with every purchase of the new product. For a new product, there has to be large scale advertisement and promotional activity to create awareness about the brand, and to steal the market share away from already established brands. It has already been mentioned that the beverage industry is usually dominated by a few players which have a strong, brand loyal customer base. A unique brand image needs to be created to appeal to the target audience, so that those loyal to other brands will be attracted towards the new one. This unique brand image can only be done through effective advertisement and promotional campaigns. If we were to take the combined effect of time and advertisement/promotion, it would give us an even clearer picture of the success or

Managing Across Organizational & Cultural Boundaries Essay

Managing Across Organizational & Cultural Boundaries - Essay Example One of the perspectives of power that Wal-Mart will use in dealing with the suppliers is the use of zero tolerance where all undesirable practices like subcontracting will be imposed to severe penalties without the company knowledge (Fishman, 2006). The penalties will start to be effective on March again all the companies that are not allowed to manufacture and supply clothes to Wal-Mart will be published on the website explaining that the company is not genuine. The second perspective is accountability and ownership of the supplier who must be certified to make sure that they are going to be accountable of what they are going to supply to Wal-Mart (Stern, 1969). The reason why Wal-Mart need accountability and ownership to a specific country is to ensure that compliance will be achieved making sure that third party agents are eliminated in the supply chain. Wal-Mart is open to any supplier who can supply clothing without subcontracting or use of third party agents who normally supply brands at expensive price as compared to those companies that are ordered to supply brands to Wal-Mart. Another perspective of power that Wal-Mart will consider is improved safety in the factories, for example, the suppliers from United States and Canada will have to meet so that the new policy change of improved safety can be deliberated upon (Buzzell, 1987). The local governments and suppliers will have to carry the safety precaution and measures need to boost factory safety. The reason is because employees in the factories are experiencing death that emanate from poor conditions from the factories and thus the reason as to why Wal-Mart is restricting the suppliers from subcontracting their orders. The expectation of Wal-Mart is that the known factory that have been given the orders will be the only one who will supply brands without involving third party agents who do not provide high quality clothing and within the stipulated time. One of the sources of power in Wal-Mart

Islamic And Conventional Worldview

Islamic And Conventional Worldview Worldview refers to a general conception of the nature of the world , particularly as containing or implying a system of value-principles. Any total philosophical system may be so styled which derives practical consequences from its theoretical componentà ¢Ã¢â€š ¬Ã‚ ¦... According to that definition, such a system of value-principles may be inspired by religious tenets or by moral philosophy independent of religion. And also, the distinctive spiritual and material aspect of the society and individual lives in often end to mold their worldview. Therefore, in making a choice, someone is imperative to look at the worldview dynamics from the different social systems rest on. Individual in a society can still have their own principles or variations, but hopefully their average behavior would tend to conform to the norms of what has socially been agreed upon. Worldview is considered as evolutionary and architectonic rather than contextual. Social phenomena are dynamic and because of the interaction between the changing realities of life and the social worldview perception, the latter invariably has a temporal dimension. Thus, worldview remains in a process of change and reconstruction over time around some unalterable elements. Therefore, because of worldview is coming from human being, it then starts to think about religious worldview, such as Islamic worldview. Since factors affecting worldview differ, different worldview exits, leading to different system for different people. Secular and materialist worldview attach minimum importance to the material aspect of human well being and tend to ignore the importance of the spiritual aspect. They often argue that maximum material well-being can be best solution if the individuals are given unhindered freedom to pursue their self interest and to maximize their want satisfaction in keeping with their own tastes and preferences. In their extreme form they do not recognize any role for divine guidance in human life and place full trust in the ability of human beings to chalk out the proper with the help of their reason. That understanding of religion actually is not necessarily accepted nor applicable to all societies and civilization. The Christian civilization has experience and history which is inclined to secularize as follows : à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â €š ¬Ã‚ ¦ this dichotomy between the religious and the remainder of human life is a western product and concernà ¢Ã¢â€š ¬Ã‚ ¦. This distinction between the sacred and profane, between religion and other aspects of human endeavor is a result of the process of secularization that has been the experiences of Christian/Western civilization especially since the 17th century (Encyclopedia of Religion 12, 1987). Thus, in such worldview, there is little role for values or government intervention in the efficient and equitable allocation and distribution of resources. When we identify whether social interest is served, the answer is that, government has given to everyone to pursue his/her interest, and they argue that social interest will automatically serve. There is no doubt that under its secular and materialist worldview, the market system led to a long period of prosperity, however, this unprecedented prosperity did not lead to the elimination of poverty or the fulfillment of everyones needs in conformity with the Judeo-Christian value system even in the wealthiest countries. Even, Marx which is proponent of socialist ideology, came up with the notion, the methodological struggle for economists was to alienate political economy from ethics. It is with Marx that the methodological problem in political economy became the demarcation of economic science from the ideology. So, the question later on, is there a place for morality in economics? Leading thinkers on methodological issues have adopted definitions of economics that put the subject in a wider perspective, and ultimately raise moral and religious issues. Pareto pointed out that political economy did not have to take morality into account, but an economist who extolled a particular practical measure should consider the moral as well as the economic consequences. Real men included not only homo oeconomicus, but also homo ethicus and homo religious. However, the economists who, in commending in law, consider only the economic effect was, in Paretos view, not much of a theories. When science become advance, then not only are the different parts of a phenomenon separated, but they are subsequently put together in a synthesis. Hence, the economic, ethical, and religious consequences have all to be taken into account. Nobel-laureate Amartya Sen has, therefore, rightly argued that the distancing of economics from ethics has impoverished welfare economics and also weakened the basis of a good deal of descriptive and predictive economics and that economics can be made more productive by paying greater and more explicit attention to ethical consideration that shaped human behavior and judgment. Hausman and McPherson also conclude in their survey article Economics and Contemporary Moral Philosophy that An economy that is engaged actively and self-critically with the moral aspects of its subject matter cannot help but more interesting and more illuminating and, ultimately, more useful than one that tries not to be . In contrast with this, religious worldview give attention to both the material as well as the spiritual aspect of human well-being. Islam also support to that statement. In Islam, the dichotomy and separation from other aspects of life are considered as contradictory, incoherent, and meaningless. Since religion of Islam is not human creation of, and for infantile man but it is a representative of a way of life for all times. Islam has come up with the concept of din, which is perfectly being taught ,including the Islamic worldview. As mentioned by Watt (1979, 3-4), the term din refer more to a :à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..whole way of lifeà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦covers both the private and public/societal lives of man, it permeates the whole fabric of society, and included theological dogma, forms of worship, political theory, and a detailed code of conduct, including even matters which the European would classify as hygiene or etiquetteà ¢Ã¢â€š ¬Ã‚ ¦.. In addition, an Islamic worldview gives the meaning and purpose in our act ions. It also dealing with why and how we exist, and it means that actually what ethical or moral values we should partake in, later on what type of behavior or actions we should consider as right or wrong. This is closely related with the concept of din in Islam. Since din is meant the place which man tested and asked by God to follow the straight path of the din. Therefore, all knowledge, notably economics discipline, is basically corrigible except the knowledge revealed by God. Furthermore, under the Islamic worldview, God has created the universe for the benefit of all creatures; with man made as His vicegerent. He has made the resources of the universe available to man who has the responsibility to make the best use of these resources without spreading corruption. ISLAMIC WORLDVIEW AND MAQASID AS SYARIAH The Islamic worldview also has well spell out objectives known as maqasid al-syariah. These are meant to promote the welfare of the entire mankind, and enjoin on believers the safeguarding of their faith, their human self, their intellectual, their posterity, and their wealth. Furthermore, in dealings with this, Islam has encouraged co-operation to achieve Maslahah (benefit in every day communal life. The other parts of maqasid is establishing justice which is indeed a manifestation of gods mercy, but may also be seen as a principal objective of the shariah in its own right. Justice as a value or primary objective of the shariah which is everyone in Islam must establish an equilibrium between rights and obligations. The other purposes of maqasid is to educating the individual. In fact, in order to priority, it may even though to be placed before maslahah and adl. Essentially, community oriented values that acquire much of their meaning in the context of social relations, whereas the former seeks to make each individual a trustworthy agent just so as to strive to realize these values which benefit himself and the community. Indeed, the overall purpose of a great number of the stipulation of the shariah, especially in the spheres of Ibadah and akhlaq, is to train the individual to acquire the virtues of taqwa, and thus, to aid the fulfillment of the objective. ISLAMIC WORLDVIEW AND ISLAMIZATION OF KNOWLEDGE Islamic worldview is one of paradigm which are Muslim must be having. Islamic worldview is considered as purpose in our actions, since it gives the answers to questions dealing with why and how we exist. Therefore, Islamic worldview is able to direct on what type of behavior or actions we should consider right or wrong. As worldview also is defined as how one sees the world. Hence, value is attached to knowledge that one receives, because the information is processed by the knowledge-giver first before it passed down to the recipient. This knowledge, together with the value attached to it, is then assimilated into ones mental framework and worldview. Accordingly, due to the impact of worldviews and the values attached to knowledge that would impact ones perspective on life. Having viewed the important of knowledge, the Islamic scholars, such as Al Attas and Ismail Al-Faruqi come up with the notion, called to Islamization of Knowledge (IOK). Hence, IOK is a term which describes a vari ety of attempts and approaches to synthesize the ethics of Islam. Al- Attas adds up that the fundamental crisis of the modern-day ummah to be epistemological in nature-that is having its roots in the very conception of knowledge. This brought about the contents of their education by willing to take bold measure and introduce curriculum reform in particularly Islamic economics programme. Also, the further challenge in terms of knowledge, is that, the curriculum must has the ability to shed light the different between what is considered as knowledge and not. Al-Attas adds up to identify the confusion of knowledge must be eliminated et all since it can exhaust the moral values of Ummah and lead to a loss of adab and subsequently the rise of false leaders that would exacerbate the confusion of knowledge. Having realized of what important the IOK agenda is, we have to deal with the concept of existing modern knowledge which have been embodied in current system and how to develop IOK. In terms of the modern knowledge, Al-Attas had given his conception, is that, every Muslims have to call for the recognition of the proper authorities of knowledge. This means that since the modern knowledge or the west knowledge is at the forefront of science and technology and hence, Muslims are urge d to learn from them. However, the Muslim should possess the metaphysical (Islamic) worldview necessary to filter out theories, that are not in line with the aqidah and tasawwuf. He also noted that Muslim, in pursuit the knowledge, does not just stop at the reinterpretation of secular knowledge, but also should also possess the ability to form and establish new theories and solutions that support the Islamic worldview. And finally, the Muslim should be aware the supreme goal for knowledge is that the spiritual and immaterial in nature. Subsequently, to conduct IOK agenda need to further discussions and interpretations. The spirit of how to perform IOK agenda is that, the notion to integrate the two education stream, the heritage and modern knowledge. Later on, in this context, Al-Alwani (1989, p.89) states that the IOK agenda require the combination of two readings. Therefore, the IOK agenda requires six discourses, namely articulating the Islamic paradigm of knowledge and developing a Quranic Methodology, establishing a methodology which is dealing with the Quran and Sunnah, reexamining the Islamic intellectual heritage, dealing with the western intellectual heritage. Beside Al-Alwani, Ragab (1995, 1997, and 1999) was propounded the idea of creative engagement which ultimately was proposing a unified integral theoretical framework. He also signifies that the Islamizers should be qualified which are able to understand and mastery the substantive knowledge in the modern sciences , and has to involve in an understanding of the Islamic Worldview, and capable of propounding a critical evaluation and modification of modern social sciences from an Islamic viewpoint. Wan Mohd. Nor, 1998, also attempts to note that IOK can be done by those who have a profound grasp of the nature, spirit, and attributes of Islam as religion, culture, and civilization as well as western culture and civilization. Unless the Islamizers clearly understand the Islamic worldview, they may not know what need to be isolated and what need to be infused, what are acceptable, what are not and what the Islamic alternatives are. Since, according to Al-Attas, IOK is an epistemological and methodological concern, dealing with how Islamically creative minds can evaluate modern knowledge using Islamic benchmarks. Thus, at the end of the process, Islamizers fervently wish to come up with idea of reconstruction or reformulation of contemporary knowledge and disciplines, either those existing or the creation of new disciplines if necessary. CONCLUSION Islamic worldview is considered and defined as general conception of the nature of the world in Islamic perspective. It contains a system of values principles, which based on dien of Islam. Islamic worldview would give meanings and purpose of all actions done by human beings, particularly Muslims. Muslims will be guided and directed to the area of inline with aqidah, tasawuff, and syariah principles and values. Ethical or moral values is viewed to be a central and basic every endeavor in performing activities, which are categorized as ibadah or muamalah. Subsequently, one attempts to apply and synthesize the ethic of Islam with modern thought is by introducing Islamization of Knowledge (IOK). IOK seems to be essential to be established is shedding out and considered as positive ways to mitigate the problem of corruption of knowledge which is believed has brought up the backwardness of Muslims ummah. In its implementation, IOK agenda is trying to integrate between the heritage of Isla m with modern knowledge by undertaking a certain methodology. Certainly, integrating of two types of knowledge need a qualified Islamizer which require to understand the Islamic worldview comprehensively and perfectly. The future of Conventional Accounting The traditional Western double-entry based accounting technology is well-suited to an orthodox, positivist society of any kind. It is not surprising that it is proving inadequate, as people are returning to more integrated world views, whether Islamic or otherwise (Hayashi, 1989) Critics on Conventional Accounting Externalities is not included in financial report (Lee Parker, environmental accounting) Intangible asset cannot be measured adequately(Lev Baruch) Human resources and employee reporting interest are not included. Social Interest is overlooked Promote the exploitation of capitalist over labor and society. Promote the concentration of wealth and power o the hand of the rich. What is Islam? Peace (in this world and hereafter) obedience to Allah as his/her God, comply with the motivation of Gods creation of Man, which is to serve Allah, to be his viceregent on earth. A comprehensive worldview, a unity of God, and an integration between world and hereafter. Islamic principles: truth, justice, fair, goodwill, honesty, benevolent, accountability before the God. Islams epistemology of Devine Unity: The Islamic world view is thereby, the comprehensive and universalizing, overreaching and complementing design of reality that is premise on the epistemology of divine unity and is evolved into intellection through the process orientation model of unification of knowledge in world system as derived from the primal sources of divine unity. Islamic Rules: Allah (God) gives two guidance for mankind: al-Quran (revealed world of God ) and Hadist/Sunnah: Prophet Saying, Gods inspired acts, description of the conduct of the prophets companion of which Mohammad was uncritical. Ijtihad/ijma: shuratic and consensus process. Guidance are related to all daily life of mankind including in business, management, and finance. The phenomena of nature can be also a sign of Gods power and existence. The purpose of shariah (Islamic law) To promote the welfare of the people which lies on: Safeguarding of their faith Their life Their intellect Their posterity and Their Wealth Quranic verse on Accounting i.e. Albaqarah (2) ayah 282: Oh you who believe! When you deal with each other, in transaction involving future obligations in a fixed period of time, reduce them in writing. Let a scribe write down faithfully as between parties. There is an integration between worship ritual and socio-economy-politico and daily life of mankind. Allah rules out business and accounting. Islamic accounting: Hayashi is an integrated discipline with social, political and economic domain ruled by Allah or meta rule. Islamic accounting should regulate and establish a harmonious integration among the parties of these diverse domain. Ancient Accounting Role in Islamic State is Muhasabah, it means: Calculation of ones act Clear the account, make neutral To take care of, to try to find To anticipate a reward in the hereafter To take into account, into consideration To order Muslim to perform their duties To avoid fraudulent practices in business and society, to check illegal contract, keep free market and fair price, prevent necessities from being hoarded. (Hayashi, 1989) Islamic Accounting 1. To report accurate income determination 2. To promote efficiency and leadership 3. To comply with the shariah (Islamic principles) 4. Commitment to justice 5. To report a good things 6. To adapt to positive social change. Conventional vs Islamic Accounting: Conventional Accounting: Based upon modern commercial law-permissive rather than ethical Limited disclosure (provision of information subject to public interest) Personal accountability (focus on individuals who control resources) Economic rationalism Secular Individualistic Profit maximization Survival of fittest Process Absolute ownership (Ec. rationalism: the desire to stand apart from others, to compete, to manipulate and to amass surplus) Individuality oriented Focus on individuality aspect without consider any social aspects Accounting Law and Ethics Secular The normative accounting always influencing descriptive accounting or individuality interest In operational, they permit everything to reach the highest profit Measure as highest possible profit Historical Cost Firm doses not have separate financial obligation (I.e profit sharing scheme) Depend on contractual agreement between party One lunar year for zakat calculation Quantity based and monetary based (zakat calculation) Importance for fulfillment of duties and obligation to God, society and individual. Clear conscience with God in fulfilling all duties. Consistence to shariah rules Most favorable to society (justice) Islamic Accounting Based upon ethical law originating in the Quran (Islamic law, As-Sunnah) Full disclosure (to satisfy any reasonable demand for information in accordance with the Sharia) Public accountability (focus on the community who participate in exploiting resources) Unity of God Religious Communal Reasonable profit Equity Environment Relative ownership Focus on society aspect Basically Al Quran As Sunnah (Shariah) Religious (must responsibility to God at the Judgment Day) No differentiation between Normative and Descriptive Accounting (They always going simultaneously) In operational, they do everything in boundaries of Islam (Shariah) Measure as saleable value Market (selling) price rather than historical cost [Entity]Separation between business and owners [going concern] Business continues forever [Accounting period] Periodical measurement of performance [unit of measure] Monetary Value [Full disclosure principle] Decision making process [objectivity] Reliability of measurement [Materiality] Relative importance of information for decision making [Consistency] Consistency based on GAAP [Conservatism] Use least favorable impact on owners

Heracles: A Primary Example of Joseph’s Campbell’s Hero’s Journey Essay

THESIS STATEMENT Heracles favorite of the Greeks is a primary example of Joseph’s Campbell’s hero’s journey, proven by all the actions that Heracles has done during the span of his Life. PURPOSE STATEMENT This paper is to show that Heracles is the prime example of a hero’s journey through his actions and the struggles that he faced during his life until he was about to die but instead of death, his father, Zeus, saved him and he conquered the mortal realm, to become a god. INTRODUCTION The story of Heracles that comes to people’s mind is not what Heracles had to do during his life. Throughout the life of Heracles, he has shown that he deserved to be remembered as a great hero, through the opposition that he faced from the husband of Zeus, the king of the gods, wife, Hera, because he was the son of Zeus and a mortal woman. Hera is the main reason that Heracles had to complete the 12 labors. Hera caused Heracles to go mad and kill his family. The only way for Heracles to purify himself was to accomplish the 12 labors that was assigned to him by his cousin Eurystheus as the oracle described: â€Å"As atonement for the dreadful killings, the oracles put Heracles in to the servitude of his cousin, King Eurystheus, who would impose upon the young hero the Twelve Labors, seemingly impossible tasks† (Reference book 68). Heracles must have completed these difficult trials to help him return to his usual life The main reason that Hera hated Heracles is because he was the illegitimate son of her husband Zeus. Hera usually would show hatred for woman that Zeus had slept with, but in this case her hatred was for son of the woman. The hatred of Hera is also ironic because Heracles’ names even means â€Å"Glory of Hera†, but with Hera’s h... ...ro. In the Helicon Encyclopedia of Literature they interpret Heracles myth as â€Å"Viewed as the personification of strength, courage, and endurance, Heracles and his legends may have been regarded as an allegory of the triumph of good over evil† (Helicon Encyclopedia). Heracles can be viewed as a story of good vs. evil because Heracles had to overcome the struggles placed on him from his opposition. Some people will believe that Heracles is not a great hero and they criticize Heracles like the poet Tom Sleigh and in his poem. â€Å"[H]is own good opinion of himselfmirrored back indulgentlywhenever he committedsome indiscretion borne of selfishness:† (Sleigh C: 9 L: 12-16). Sleigh is showing that all people don’t have to like or admire Heracles. But according to the mono-myth Heracles is a hero and went through harder things that other heroes didn’t have to complete.

Employers’ Decision-Making based on Heuristics Essay

Employers in the United States, especially for those in the East coast or in the southern states, usually have a common way of judging their applicants based on some valuable attributes.   In this case, the applicant is a Hispanic Woman which seems to be enough to affect the employer’s decision.    Why?   Objectively speaking, it is because of her race, her possible place of origin and its â€Å"social implications†.   Such racial bias in employer decision-making can be deconstructed into a number of heuristic aspects discussed in class.   As a disclaimer, this paper strives to be objective and non-racist.   It contains only fair or probable assumptions on the possible thought patterns of employers, which are not absolute and may be proven false. Representativeness A Hispanic (Latina), even with a Master’s Degree, will not escape a social stigma perpetrated by a widespread social awareness indirectly attributed to President Bush’s policy against illegal immigrants.   The context here is based on tough U.S. actions against border crossings from Mexico to America.   American Border Guards are used to apprehending Latinos in flight, which is very much portrayed in the movie Babel (2006). Due to the significant number of illegal cross border cases by Hispanics, our Latina applicant will be viewed as such, based on some of her physical attributes (skin color, hair, and accent).   An employer who is minimally trained in psychology will surely make the mistake of considering a Latina applicant as one of those people who illegally crossed the Mexican border into the U.S. sometime in the past.   Moreover, what will influence the employer’s decision not to accept her is the U.S. Government’s penalty against those who harbor illegal aliens due to a number of government-declared risks: terrorism, smuggling, human trafficking etc. Availability The employer’s bias against the Latina can be analyzed in terms of the availability of past memories regarding the hiring of Hispanic Americans.   This employer may have experienced the assumed disadvantages of hiring Hispanics in the past.   He/she may have hired someone like her in the past year, but was not very satisfied with her performance due to a number of assumed complications like, say, she goes home to Mexico everyday thereby crossing the border.   This context is very much related to employers situated in New Mexico where a large bulk of the labor force actually reside in Mexico, and cross the border every day to show up for work. The employer may wish to avoid such â€Å"border-crossing† complications in the payroll so as not to arouse suspicion to the immigration authorities about keeping an alien in the company’s workforce.   The Human Resources Department may have collected a lot of business intelligence in the past years about a significant number of other employers hiring Hispanic Americans and the disadvantages they caused to their companies (an assumption only). If the disadvantages of a Hispanic workforce become frequent, it will naturally affect the availability of not so good memories about hiring them.   Assuming that Hispanic Women have this mean behaviour, the employer finds it hard to avoid regressing to this statistical mean behavior.   S/he may be thinking about the odds that this Latina woman will be so different from the rest.   Of course, these ideas may be far fetched, but their existence in the minds of biased employers is not impossible. Attribution and Anchoring/Adjustment The abovementioned idea assumptions on availability lead to the framework of the attribution heuristic.   The employer, through availability and representativeness, may have created his/her built-in logic on hiring: Hispanic Americans may cause immigration problems, therefore company trouble.   This self-made logic can spread to the whole Human Resources Department, especially in this case that the other manager may call the shots.    Human Resources may tend to raise its standards or benchmarks for them, thus becoming racist in its employment policy.   The whole concept of benchmarking and adjusting it for specific behaviors is the meat of anchoring and adjustment.   Assuming that employers have built the bias based on the above heuristics, they possibly could have preferences over other races (whites, Chinese, etc.) such that they lower the benchmark for the other applicants except Hispanics.   This idea is supported by the fact that our Hispanic applicant has a Master’s Degree in Marketing and is still deemed â€Å"unfit†, even with a higher educational attainment. Conclusions It is no wonder that most reputable companies fill their Human Resources Department with people who have an objective awareness of human behavior across various origins and cultures.   Recruitment committees are ideally made up of psychology graduates or behavioral science majors so they can objectively asses the fitness of applicants while limiting the determining factors of racial, socio-political, economic bias.   Also, the employers’ decisions should be affected by a sense of long term integrity of the company by building the best mix of workforce from different races and origins, without biases and the mistake of overgeneralization. Reference: [no author]. (1997). Heuristic. Retrieved January 28, 2008, from http://www.sfb504.uni-mannheim.de/glossary/heurist.htm. Baron, J. (2000). The Effects of Overgeneralization on Public Policy. Retrieved January 28, 2008, from http://www.sas.upenn.edu/~baron/overgen.pdf. Chapman, G. B. (2000). Incorporating the Irrelevant: Anchors in Judgments of Belief and Value. Retrieved January 28, 2008, from http://heuristics.behaviouralfinance.net/anchoring/ChJo00.pdf. Hilgard, E. R. (2001). Introduction to Psychology. New York : Harcourt Brace Jovanovich.