Innovation marketing proposal for jcu food court

Innovation marketing proposal for jcu food court To establish a food court on Townsville campus, James Cook University is in quest of collaboration with takeaway restaurant chains. The restaurants that will be engrossed with the well known university will have a large potential market which would function in areas like brand recognition, brand loyalty and maintaining consumer relations. These areas serve as key to the marketing strategy which in turn drives the restaurants to maintain stability of revenue resulting in making profit for the food court. Due to a saturated market, competition is stern. However, competition can arise in the immediate area. Therefore, there will be a quick growth in the market. It is well determined from SWOT analysis that weaknesses and threats of the food court are overcome by its internal strengths and the external opportunities and hence the impending business prospect for the restaurants. In addition, there have been positive estimations that will be achieved with a profit increment of 10% in three years in terms of financial controls, such as advertising budgets, contracts, expense and rental income etc. Therefore, the JCU Food Court seeks to grow as a potential market and is a sound investment. Introduction James Cook University has approximately 11,000 students including 1,300 international students studying at the Townsville campus (JCU Townsville, 2009). The 386-hectare Townsville campus consists of 364 buildings that includes housing units, student mall, library, fitness centres and excludes refectory and cafes that opens in week days for limited time (JCU Townsville, 2009). Adjacent to the University is Townsville General Hospital which is situated on the outskirts of town, approximately 11 kilometres from the city centre. Despite of being a favourable environment for education, its remoteness to food outlets and entertainment creates a logistical challenge for students. The food facilities provided to the students is limited and restricted to Western styles that ultimately offer fewer options for the vegetarians. Situation Analysis The proposal of JCU food court is new to the market and lies in the introductory phase. Although there is a large competitive market of takeaway restaurants but there will no close competition in the vicinity area. However the few exceptions being the Refectory and Rococos bar Restaurant. There will be a significant growth in the development of food court and gain in substantial business. Hence, the food court will enter the market with rapid growth and will emerge as a profitable business. Market Summary As described earlier, there are no close competitors in the immediate area of the food court so the market to be targeted would be the vast market of fast-food and takeaway restaurants. Target Market Fast-food / Takeaway restaurant chains Market Demographics A typical customer profile consists of geographic, demographic, and behaviour factors. Geographics The geographic target area inculcates local (e.g. Eagle boys, real pizzas), national (e.g. Noodle box) and global (McDonalds, KFC etc.) restaurant chains. Demographics The food court is not limited to any type of consumer/customer and is likely to favour all the students studying at Townville campus. Another factor is the cost of meals under $12. Behavioural Factors The food court would serve the university, hospital and surrounding residential areas. The market can be expanded to the restaurant chains who see a potential market within JCU. Market Needs The market needs would be fulfilled by university students, staff, hospital visitors and people residing in residential areas. The JCU food court will offer a convenient and economical consumption. The restaurants that tend to be interested will have a large potential market within the grounds of the university. The food court will come up with the following market attributes Convenience JCU food court will serve as a convenient option for consumers making easy for them to get to the restaurants and will be an economical place. Maintenance The food court will be well maintained taking care of the surroundings areas too. Customer Retention As there is little competition in the immediate area, customers are likely to retain and welcome to a place that provides quality food and service at reasonable prices. Brand credit While off campus, customers will recognize the brand they know from JCU Food Court, which promotes the business. Market Trends JCU is situated in a heavy passage environment/area with students studying both onshore and offshore, hospital visitors, the army base, and residential areas. The leasing space to five different takeaway restaurants will appeal to the needs of a market that has not been presently met. JCU being a well-known university, the restaurants will tend to let on JCU possessions. With advent of food court, people would seek a fair quality and convenient meals at reasonable prices. Market Growth Due to market saturation, there is a strong competition in the restaurant/takeaway business. Statistics reveals that by June 2007, there were 15,423 restaurant businesses in Australia, and takeaway rates growing 18.3% respectively, making approximately $646.1m (Statistics, 2008). There will be less competition in vicinity of the food court at which puts the business on to an advantage of being profitable and will mark a rapid growth strength in market. SWOT Analysis To evaluate and assess the potency and limitations, opportunities and challenges for foot court on JCU, a SWOT analysis was performed. The analysis revealed some key factors of the internal and external marketing of JCU Food Court. Figure 1 describes the detailed SWOT analysis (Appendix 1). Potencies The University has an advantage of own land so there is no land purchase requirement. The food court will focus on offering varieties of food at cheaper deals. There will be no external competitiveness among the restaurants of the food court. Being a well established university, the restaurants will likely to be interested to be its part. Trading hours will diversify from the on-campus cafes and restaurants. Limitations The university has to provide resources for maintenance and other related services. Limited space to accommodate. Less space than regular restaurant. Prospects The Townsville campus is likely to have a potential expansion. More students enrolling drives the profitability of food court. Availability of parking and loading area. Growth and development in other JCU campuses. Less expenses on construction and labour. Challenges Labour hire for construction and maintenance. Economic downturn ongoing at present. Future growth and development of nearby shopping centres. Competition There will be less or no competition in the immediate surroundings of the food court. The food court will be situated on Townsville campus. There will be no opposition for the food court because at present there is only Rococos Bar Restaurant and refectory offered to the students in student mall. Due to limited opening hours, they are not open on weekends. There is a limited range of restaurants in the hospital and the nearest food courts are in Willows and Stockland. Thus, the students and staff would be more directed to the JCU food court. It will be more convenient for people to walk to the food court to purchase quality meals at cheaper prices which will be economical for them. Therefore, competition will not be a major concern for businesses interested in leasing space with JCU Food Court. Product Offering JCU will offer quality food at reasonable prices. The food court will serve as a convenient option for people to get their meals from there. Also, it will open for business to restaurants to lease for space in the food court. The space will accommodate a counter and kitchen. In addition, the university will provide maintenance and other janitorial services. Keys to success The keys to success would be offering quality food, reasonable deals, and convenience to customers, delivering products that are user friendly and offer customer satisfaction at affordable prices. Critical Issues Since JCU food court will be new to market the critical issues will be Potential expansion to other campuses of university. Business on a contract basis, lease with the restaurants. Growth and expansion of business through lease sales of counter space. Marketing Strategy The marketing strategy mainly focuses on the services provided meet changing customer needs, while still maintaining the product quality and commitment to excellence. The key marketing strategy will focus on customer satisfaction and loyalty and at the same time maintaining brand quality. Moreover, the food court will focus on the overall market segments and the associated customers. It will also concentrate on gaining a partnership with the restaurants in order to expand the business in the market while maintaining the product stability. Vision mission To provide a means of personal satisfaction by improving its service delivery. To promote and spread the benefits it provides to people. To provide premium customer service by guaranteeing the customers a clean, comfortable and well maintained counter space at reasonable leasing prices. To expand the success of food court to other JCU campuses. Marketing Objectives JCU food court is concerned about maintaining the food quality and increasing the services so as to create a brand name, which could encourage and sustain optimistic and steady growth. The food court will be expanding its limit each year and extend the counter spaces depending on demands and needs of the customers. Once established, JCU will introduce loyalty/value cards to offer discounts thereby increasing profit from additional revenue. Therefore, the objective is to establish competitive superiority in target market, guarantee stable profit to customer and pursue up growth profit. Financial Objectives Seek to boost the profit margin by efficient use of strategies and commitment to deliver good services. To increase the profitability to 10% in three years. To repay back the loan at the earliest in order to evade the interest that downgrades the income. To maintain the contacts associated with restaurants on lease. Reduce liability by using less of the loan and using more funds. Target Markets The market of restaurant chains and takeaways business is quite outsized with diversity in foods and services they offer. The food court will focus on takeaway business offering food with different varieties and quality. The major target market would be the restaurants in the market that offers quality services and varieties of food at reasonable prices. The bureau of statistics Australia stated that during 2006-07, cafes, restaurants and catering businesses generated a total income of $13,673.2m, signifying an average of $886,500 per business. The total expenses incurred during the same period were $13,108.3m and the total industry value added by these businesses was $5,695m, which represented 0.5% of Australias gross domestic product for 2006-07. During the same year, the operating profit before tax for these businesses was $576.4m and their operating profit margin was 4.2%. Positioning As JCU is a well-known and established university, the concept of introducing food court will represent as an innovative and demanding move for the convenience of people who are part of the university. Being a reputed education hub, JCU will perceive great customer retention and will incur a successful business in the market. Overall strategy The main objective of JCU food Court is to create awareness among customers to recognize food court as an innovator and a potential investment. The overall strategy is to provide people with best possible services and quality thereby making food court as a profitable and stable investment. The beginning phase and the upcoming growth stages will not be supportive without the lease of the potential restaurants (Kotler, Keller, Burton, 2009). Introductory phase is like a start up business (Kotler, Keller, Burton, 2009). Once the initial phase of contracts and leasing agreements are accepted and passed, growth will continue leading to maturity phase. In order to establish the business in market, the main focus will be to maintain customers, their satisfaction and potential expansion of food court to other campuses of university. Market research will be done in terms of sales, promotions, communications, advertisements and brand development. JCU will be looking for specific businesses they feel will provide variety and quality products at reasonable prices for the consumers. Advertisements in newspapers and over internet will provide a rich source of information and contact details to people thereby creating awareness among them and promoting the business. Marketing Mix the Customer Five Ps of the Marketing Mix Product Restaurants interested to spread their business and take lease with the university. Price: Price includes the rent which will be based on square metre of space, restaurant location and other utilities. The food and related services of the restaurant would be charged as own franchise. Promotion: Advertisement will be made in leading newspapers all over Queensland and over internet for lease and contracts. JCU website will incur a link for services offered by the food court. Place: The food court will be located on the campus with massive free parking areas on campus and short-term free parking near food court for other customers. Packaging: JCU Food Court will provide healthy high quality food and a clean atmosphere. Other services include maintenance and janitorial services provided by the university. Four Cs of the Customer Customer Solution: The business is in the immediate area of the target market with high number of consumers students and faculty in JCU. Customer cost: The prices are cheaper and inexpensive due to size and location. Consumers are offered value/discount cards. The companies are responsible for other costs that include leasing prices, utilities, major renovation, appliances and fittings. Promotion Pros for customer: Promotions will be done as advertisements provided across campus at different specified locations which will be a part of rent. Convenience: The location will be convenient and suitable for the customers and will offer a large number of employments. Other considerations like maintenance and janitorial services will be provided by JCU food Court. Marketing Research Marketing research will focus on consumer retention, stability and satisfaction, market segments and the target markets. Market research would therefore include the following Consumer eating habits, student movements. Motivation for the food court began after receiving grievances about the lack of food options within the proximity of the campus. Market sampling comprise of local restaurants and cafes. Sampling will determine to gather the leasing space in food court of university. Survey consists of dichotomous, Likert scale and intention to buy questions to convert into quantitative data (Kotler, Keller, Burton, 2009). Preparation and circulation of survey by email with completion online as primary method. Students, faculty, hospital staff and other customers are all inculcated in the sampling procedure. Sampling procedure will take into account some questions to evaluate behaviour of the customers and their interest in food court. Online surveys will be available for students and staff to give their feedback on performance and services provided by the food court. Drop box will be set up at various points within the university area and the hospital so that people can feel free to give their comments and suggestions. Results and percentages assess the interest in JCU Food Court; the cost to profit finances; how to promote to target market; narrow specific target market groups. The information from all the above mentioned sources will be compiled and computed to generate quantitative data which further will strengthen the development of frequency distributions which can be charted in order to clearly view the statistical findings and determine whether it rejects or accepts the hypothesis (Kotler, Keller, Burton, 2009). Financials Financial Controls This section will deal with some of the relevant financial situations regarding marketing the food court in the market. This section include Break even analysis, sales forecast, expense forecast and indicate how these activities are related to the marketing strategy of the firm. Break Even Analysis The break-even analysis indicates that as to reach break-even point the income required is $ 500,000 Figure 1 Break Even Analysis Controls Procedures JCU Food Court incurs a marketing plan to start up the business as a guide for creating interest from restaurants giving the best performance by providing customers with best quality and quantity. The control procedures will take into account the initial expenses and revenues, cost of maintenance and other janitorial services, lease contract agreements, leasers and customer satisfaction. Contingency Planning Difficulties and Risks Turn down of the secondary target market Risk of entering into saturated market Promotional failure and lack of awareness among customers Closure of restaurants in the food court Power outage Worst-Case Risks Risk of business failure due to lack of profits and inability to cover liabilities. Financial instability during the course of growth phase.

Anselm’s Monologion

Anselm’s Monologion is at first a detailed expansion of his more famous ontology – the proof of the existence of God – as expressed elsewhere. In this proof God is first equated with the most perfect being, and then it is demonstrated that such a being necessarily exists. The Monologion is concerned more with the nature of the most perfect being, and what else can be predicated about it, in relation to itself, and to created beings. The same line of argument is followed, where the oneness and the perfection of the Supreme Being are emphasized, but after a point we notice that the effort is diverted into explaining the Christian doctrine of the Trinity, so that God is said to be three persons in one substance, and yet indivisibly one. It needs to be remembered that Anselm does not attempt to ‘prove’ the doctrine of the Trinity. Therefore the latter part of the Monologion is really persuasive rather than demonstrative. The aim is to convince us of the reasonableness of the doctrine of the Trinity. It will be instructive to recall Anselm’s ontology here. In order to divert any suspicion of sophism, Anselm introduces the argument as taking place in the head of a fool. This fool denies the existence of a Supreme and Perfect Being. But when he tries to imagine something of the kind in his head, he cannot. Whatever great thing he imagines, it is not final, because the mind soars inexorably past it and imagines something even greater. The mind tries to grasp perfection, but cannot do so. Anselm argues that if there were no perfect being, then the mind chases after nothing, which cannot be so. So there must be a thing called Perfection, at least as an idea. Next he supposes the case where the Perfection is only in the mind and not in reality. If this were the case then it would not be the most perfect thing, because being only in the mind, the mind would then try to imagine something even greater than it. Therefore the Perfect Being has real existence. The Monologion opens with a variation on this ontology, postulating that all things that are good, or great, or virtuous in any way, are so due to the goodness, greatness or virtue of the Supreme Being, which must necessarily exist as the abode or perfection and being whereby everything else derives its qualities and its existence. It then tries to fix the nature of this Supreme Being, and concludes that whatever qualities it possesses it does so by itself, from itself, and through itself. And at the same time all created beings possess their qualities and their existence by, from and through the Supreme Being. So that a person can be said to be just, which implies a comparison. He is just because he has more justice in him then the next person. But with God there is no comparison, so that He is Justice itself. He is said to exist in all places and in all times, and this sense exists in the truest sense. In comparison all created being can be said not to exist at all, and at best that they exist in a limited sense. They are mutable, so that whatever existence they have is fleeting – nothing is ever what it was a moment ago. Therefore, the Supreme Being not only brings them into existence, but sustains their existence too. These are things demonstrated in the first part of the Monologion, and all the arguments follow the same pattern as in the ontology, i. e. it employs the oneness and perfection of God. But then Anselm comes to consider the Expression of the Supreme Being. All created existence is but a manifestation of the Expression. We must next consider whether this Expression is also a creature. But it cannot be so, because all creatures come to existence through the Expression, and the Expression cannot come into being through itself. If it is not a creature then it can only consubstantial with the Supreme Being. Here it is established that the Expression of the Supreme Being cannot be anything distinct from it. It must therefore be sufficient in itself, and need not depend of created beings, having existence before creating things came into being, and even after the final dissolution of things. So we need to find a way to describe the Expression to relation to God alone. Anselm describes it as the understanding of God. It can be seen as a means by which God comes to understand Himself. It is plain that God cannot be in the dark about his own nature, says Anselm, and he points out that even the human mind understands itself. The mind is conscious of itself, can remember itself, can reason with itself. This is but the mind understanding itself. If the mind can understand itself to some extent, there is no doubt that the Supreme Being understands itself, and does so not partially, but wholly. It is indeed the aspect we know as divine wisdom. The next step is to equate the Expression with the Word. In truth, an analogy is here being drawn between â€Å"words†, which are the units of human language, and the essence of expression. In a word is the image of the thing as we sense it. Therefore, in words are the expressions of all things, and as words all things are represented in the human mind. There are, no doubt, other carriers of expression, for example, pictures, sculptures, tastes, smells, etc. But the word is the purest and most powerful medium. It is the building block of language, and thus is the bearer of culture and civilization. We have many words, and these exist so that all things may be represented in the mind, and even then it is inadequate to bring the whole diverse splendor of the universe to us. Anselm asks the question whether the divine expression employs many words. But quickly demonstrates that such diversity would detract from the perfection of the divine expression. If the Expression is one, and the word is made consubstantial to it, then the word is also one, and this is the Word. It is the supreme image of the divine, but it also forms an identity with the divine. From it is derived all other words, and indeed all other images. Since all things are created in the image of the divine, the Word is indeed the source of all Creation. Anselm thus far has arrived at the Biblical assertion, as found in the Gospel of John: â€Å"In the beginning was the Word, and the Word was with God, and the Word was God† (John 1:1). Anselm points out a possible difficulty at this point. If it is true that the Word brings all things into existence in the manner of lending to them its own image, then it must be somehow like the things which are created, being in its own image. He considers the three mutually exhaustive cases. Either the likeness is (1) exact, (2) partial, or (3) non-existent. It is obvious that there cannot be an exact likeness, because created things are mutable, and the Word is not. A partial likeness implies that some aspects of the creating being do not derive from the Word, which is also plainly false. If there no likeness at all then there is no creation either. Anselm suggests that we come over this difficulty by using the comparison the other way. This means that we should compare created beings to the Word, and not the other way round. All created things must compare to the Word is some degree. And the degree to which they do compare is the degree of their existence. To elaborate on the theme of ‘degrees of existence’, Anselm asks us to consider the gradated nature of all created things. The rational human mind is certainly superior to the sensual human body; the sensual animals are certainly superior to the non-sensual plants; the sentient plants are superior to the non-sentient and material substances. Each created being is an effulgence of the Word, and it must necessarily be so, because the Word is the expression of the divine. But there seems to be a gradation that rises to make the image of the divine truer and truer. When we arrive at the rational human mind we have self-reflexive understanding, which is an attribute we apply properly only to the divine mind. But then, human reason does not comprehend itself finally, and neither can it come to an understanding of what it sees as God and the universe. On the other hand, the Spirit that is God comprehends itself fully, and this through the means of the Word. Therefore we must conclude that the human mind is an effulgence of the Word, but it is not the Word itself. Through a multiplicity of ‘words’ the human mind can grapple with the infinite expanse that it finds before it, and can come to know of the existence of the Word, thus of God, though it cannot know the Word itself. We may assert that the rational mind is the greatest among all created things, and therefore bears the greatest likeness with the Word, and consequently possess more reality that anything else in the phenomenal world. Though none can deny that it is a created, and thus limited thing. This much Anselm attempts to prove. Much of the latter part of the Monologion is not proof but suggestion. The starting point of such suggestion is when Anselm insists that the Expression be construed as something distinct from the Supreme Being. Having already proved that there cannot be any distinction, Anselm seems to be taking liberties now. He wants to be reasonable instead of rational. It is as if he is encountering God as a person instead of a matter of logic. In the sense that we would not mistake the expression of a person with the person himself, so Anselm describes the Word as distinct from the Supreme Being, And further on he will give the description a more personal character by saying that the Word in begotten by the Supreme Being in the way that the son is begotten of the father. He is at pains to point out, though, that it is an â€Å"ineffable plurality. To be sure, ineffable—because although necessity compels that they be two, what two they are cannot at all be expressed† (Anselm 53). In the end it is an article of faith that he is espousing. To think in this way is to gain a glimpse into the deepest mysteries of the divine, and this is what increases devotion and strengthens faith. Once we admit two distinct beings in God, there issues by necessity a third, with is Love, which is that by which the Son is united with Father and the Father with the Son. This is the doctrine of the Trinity, that which Anselm has been aiming at from the beginning. We draw the following conclusion. In the Monologion it is Anselm’s task to prove the existence of God and to elaborate on the perfection of His nature. The proofs that he provides for the existence and perfection of God are thorough and irrefutable. He elaborates on the Expression of God as the source of all created existence. But even though he establishes that, in a strictly logical sense, we cannot apply predicates to God, he nevertheless goes on espouse the Christian doctrine of the Trinity. He is careful to point out that this latter assertion is not a proof, but is rather the most reasonable predicate that can be applied to God.

Business Analysis- International Strategy and Competitive...

Introduction According to Iliev et al (2004, p. 133), Apple Inc. was selling its products exclusively in America, initially. Nowadays, Apple has expanded significantly beyond domestic market. Apple has so far succeeded to become a multinational organization, selling products and resourcing law materials globally. To minimize the impact of the existing rivalry in the PC industry at the global edge and to maintain competitive advantage, Apple applies non-competition strategies, (Yoffie, 2004). This section examines the strategies adopted Apple Inc to penetrate and to manage rivalry in the global market. Further, this part looks into the competitive advantages of Apple Inc, which enable it to maintain competitive edge In the PC industry†¦show more content†¦In fact, today, iTunes account for 70% for global market for digital music downloads, (Jones, 2011). The combination of product development and product proliferation strategies is beneficial to Apple since the perceived value of the products of Apple Inc. generated through innovation and superior design proves to be inimitable competency. Thus, as much as this advantage exists, Apple will continue to lead in the PC industry. However, the product proliferation strategy adopted by Apple Inc. a major shortcoming. According to Iliev et al (2004, p. 133), this tactic leads to high pressure for cost reduction and for local responsiveness. This makes this approach the most difficult to realize, but if a company succeeds, it can obtain a low cost structure and also considerable level of customer acceptance. According to Iliev et al (2004, p. 133), Apple applies this approach, but, it has not yet attained the optimal point. As a result, the majority of computer owners in the global market do not know much about Apple’s technology. 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Sandra Witelson s Influence On Male And Female Brains (...

Sandra Witelson is currently a professor at McMaster University which is located in Hamilton, Ontario. Witelson is a professor for the department of Psychiatry Behavioral Neurosciences. Witelson had a love for science at a young age as her father was an intelligent man and encouraged Witelson’s interest in the human body. When first attending McGill University, Witelson had planned to major in mathematics, but changed her mind when she realized that psychology was a better fitting choice (Science.ca). Witelson has an outstanding background of education as she has received her B.Sc, M.Sc, and PhD from McGill University. Witelson’s research interests focus primarily around the brain and its functions based on whether it is a male or female brain. The main focus of Witelson’s research is around biological basis for cognition in male and female brains. Sandra Witelson’s research allows for a further understanding of different cognitive functions within the ma le and female brains (McMaster University). Early on in Witelson’s career, she began her work within her brain bank. The brain bank began after Witelson had won a contract from the National Institutes of Health in 1977. Witelson began her brain bank in hopes of understanding why the capacity and ability to speak and understand language is localized within the left hemisphere of the brain for 90 to 95 percent of people. In order for a brain bank to be successful, brains were needed to study. Witelson tried to find donorsShow MoreRelatedGay Men Born Gay1235 Words   |  5 Pagesstudy of 41 brains taken from people who died before age 60, Simon LeVay, a biologist at San Diego s Salk Institute for Biological Studies, found that one tiny region in the brain of homosexual men was more like that in women than that in heterosexual men. Sexuality is an important part of who we are, notes LeVay, who is gay. And now we have a specific part of the brain to look at and to study. That specific part is found at the front of the hypothalamus in an area of the brain that is known