Down Syndrome An Intellectual and Developmental...

While completing a course on children with exceptionalities we used the textbook â€Å"Educating Exceptional Children†. While this textbook covered a variety of exceptionalities, I chose to research one further, Down syndrome. It is one of the most common and easily identified exceptionality and based on the higher prevalence of Down syndrome about 1 in 733 births (About Down Syndrome) I believe that this may be one of the exceptionality I will have an increased chance of encountering during my teaching career. Identifying Down syndrome Down syndrome is a genetic condition which can cause intellectual and developmental disabilities. Persons affected with Down syndrome have the common will have an additional chromosome; instead of 46, they†¦show more content†¦Typically, those affected with Down syndrome will develop behind those peers without this chromosomal abnormality (â€Å"Down Syndrome†). Early Intervention While nothing done before or during a pregnancy can cause Down syndrome a diagnosis can be available as early as pregnancy. An amniocentesis (thin needle inserted through the mother’s abdomen into the placenta) performed by a medical professional can easily identify the chromosomal abnormality or after birth with a simple blood test performed on the newborn. The earlier a diagnosis is made, the earlier parents can begin processing and using all the available resources to educate themselves on raising a child with Down syndrome. Parents will be able to gain the knowledge needed so that their child can receive the appropriate therapy and participate in activities that have been designed especially for this exceptionality, activities, which are geared to expand cognitive, social, emotional, and intellectual capacity. Educational, Social and Cognitive Development: Intellectual Capacity Cognitive development is defined as how a child learns and processes information. (â€Å"What is Cognitive Development†). Cognitively, children with Down syndrome tend to learn and show progress at a slower rate than their peers and not all areas of development will be equally affected. Because children with Down syndrome tend to experience delays in learning to talk and expressingShow MoreRelatedChildren With Down Syndrome : A Developmental Disorder1615 Words   |  7 PagesIntroduction Down Syndrome is a developmental disorder caused by an error in the process of cell division. This disorder is characterized by an extra copy of chromosome 21 (trisomy)(Segal Pesco, 2015). It is the most common chromosomal disorder and affects 1 in 700 live births (Ramia, Musharrafieh, Khaddage, Sabri, 2014). According to Segal and Pesco (2015), Down Syndrome is characterised by physical features such as distinct facial characteristics, low muscle tone; conditions such as congenitalRead MoreIntellectual Disabilities And Attention Deficit Hyperactivity Disorder1493 Words   |  6 PagesGood evening Dr. Joseph and fellow colleagues, I am Samantha and this is Kezia and we will like to share with you for a few minutes our findings in relation to intellectual disabilities and Attention Deficit Hyperactivity Disorder. Our presentation this evening will be in the form of audio-visual. These topics are very broad topics, but due to limitations of time we would only be able to cover a few points in that space of time. We will try to make it as interesting and informative as possible, butRead MoreUnderstanding Services for Developmental Disabilities1013 Words   |  5 PagesAs a parent, learning that your child has developmental disabilities can be a life altering moment in time and can cause a devastating chain reaction of events. These events have the potential to change family priorities and structure, hurt relationships, deplete financial savings and stability, and emotionally drain everyone intimately involved with you and your child. How do you find human services programs, agencies, or advocates, whose primary job is to help you provide everything your childRead More Special Education Essay1616 Words   |  7 Pages Since the passing of The Individuals with Disabilities Education Act (IDEA), schools are required to serve all students regardless of their disability in a least restrictive environment. Due to increase in the number of students being identified and placed in general education classrooms, educators can expect to serve students with disabilities. It is important to understand the different types of disabilities, the characteristics of these disabilities, and causes; in order to ensure the successRead MoreEssay on Understanding Persons with Intellectual Disabilities1518 Words   |  7 Pages It is important to understand the terms that are associated with intellectual disabilities. The first term is disability. Disability is an individual performing which includes physical, sensory, cognitive, intellectual mental illness impairments, and various types of chronic diseases. The next term involves intelligence. This term is the ability to think logically, reason out problems, prepar e, understand difficult ideas, examine intellectually, and the ability to determine quickly and or acquireRead MoreI Have A Friend With Down Syndrome912 Words   |  4 Pagespaper I chose Down syndrome. I have a friend with Down syndrome and I would like to learn more about it. On this paper I am going to be giving an overview of the disorder and treatment options. Down syndrome is a disorder in which an individual gets a full or partial extra copy of chromosome 21. Normally, at the time of conception a baby inherits genetic information from its parents in the form of 46 chromosomes: 23 from the mother and 23 from the father, but in most cases of Down syndrome a child getsRead MoreIntellectual And Developmental Disabilities And Emotional Or Behavioral Disorders1256 Words   |  6 Pages Intellectual and Developmental Disabilities and Emotional or Behavioral Disorders Natasha Hoaglen California State University, Chico â€Æ' Intellectual and Developmental Disabilities and Emotional or Behavioral Disorders Intellectual and Developmental Disabilities Description Characteristics Intellectual and developmental disabilities [ID and DD] are defined as those having â€Å"significant limitations both in intellectual functioning and in adaptive behavior as expressed in conceptual, social,Read MoreThe Effects Of Language On The Development Of A Child1261 Words   |  6 Pageswith Down’s syndrome, the capabilities of acquiring language during developmental markers is far less than a child with just 21 chromosomes. Parents and/or guardians of infants and toddlers with Down’s syndrome believe that their child will one day be able to verbally communicate with them. They presume the possibility, but does research support their beliefs? For the purpose of this paper, the child from infancy through three-years old will be discussed in regards to the developmental domain thatRead MoreEffectiveness Of Early Interventions For Children With Developmental Disabilities1639 Words   |  7 PagesInterventions to Improve Independence in Children with Developmenta l Disabilities Introduction The purpose of this writing is to explore the effectiveness of interventions to improve independence in children with developmental disabilities. To address this topic, the first section of the paper will include a background of the history of interventions used to improve children’s abilities to live a more independent life living with a developmental disability. Next will be the topic section which will addressRead MoreDevelopmental Disabilities : A Diverse Group Of Chronic Conditions1384 Words   |  6 Pagesmay be way tougher. Students with developmental disabilities face many challenges and have way less opportunities than students without them. My essay will study students with developmental disabilities, how they plan on exploring their everyday life and what they go through on a good and bad day. Developmental disabilities are a diverse group of chronic conditions that are due to mental or physical impairments (Trends In The Prevalence Of Developmental Disabilities In U.S Children, 2015). There are

Financial Analysis Of Tesco Plc - 959 Words

The main objective of this part 1 assignment is to do analysis of financial statements. This part will focus on the financial analysis based on last three year’s financial statement plus analysis of the company’s place within the industry sector. The chosen company is Tesco Plc., which is a public limited company. Hence, this part of the assignment will give an analysis of financial statement of Tesco Plc. and analysis of Tesco will be done in comparison with the retail industry. Discussion Financial analysis of Tesco Plc. A financial statement is a document in which the current situation of the user at the end of the fiscal year is known. The financial statements are important because they are serious and official recognition that allow a much organised idea finance documents. They help not only to see the past, but to learn from it to improve the following year. They also allow study of clear and effective way he was saved was spent and more. The financial statements reflect the financial position of the company, financial performance and cash flows of the company, it is significant to note that the correct depiction of the impacts of transactions and other events and circumstances according to the explanations and a criteria identification of assets, liabilities, income and expenses goes in the same outline (Schroeder et al., 2011). Analysis of income statement The income statement, also known as profit and loss is a financial report that based on a specifiedShow MoreRelatedFinancial Analysis Of Tesco Plc1693 Words   |  7 Pagesassignment is to do analysis of financial statements. This part will focus on the financial analysis based on last three year’s financial statement plus analysis of company’s place within the industry sector. The chosen company is Tesco Plc., which is a public limited company. Hence, this part of assignment will give analysis of financial statement of Tesco Plc. and analysis of Tesco will be done in comparison with the retail industry. Discussion Financial analysis of Tesco Plc. A financial statementRead MoreTesco Plc Financial Analysis1887 Words   |  8 Pages1 TESCO PLC Tesco was founded in 1919 by Jack Cohen, when he purchased the shipment of tea from T.E Stockwell and later in 1924 combined the initial of the names (TES) with the first two letters of his surname (CO). The first TESCO store was opened in Burnt Oak, Middlesex in 1929. Tesco is now operating in 14 different countries around the globe with almost 5000 stores worldwide and it is one of the largest retailers around the world. According to Kantar worldpanel, 2012 Tesco covers almostRead MoreTesco Plc Financial Statements Analysis Essays5555 Words   |  23 PagesAssignment Module Financial Statement Analysis 1. Introduction to the company and its role within the wider international market; including competitors and current market conditions that may impact on its financial performance. Tesco plc is a British multinational grocery and these days the third- largest retailer worldwide in terms of revenues, operating in 14 countries across Europe, Asia and Nord America.The retailer was founded in 1919 and operated exclusively within the UK until the earlyRead MoreA Report On Tesco Plc1711 Words   |  7 Pages1.0 Introduction The purpose of this report is to applies financial ratios analysis indicators in specific to analysis ,comparisons and evaluation of annual report of Tesco PLC and Wm Morrison supermarket PLC .It will be focus on following respects (1)Comparing Tesco PLC and Morrison PLC between 2013 and 2014 respectively. (2) Comparing Tesco PLC and Morrison PLC in 2014. 2 .0 Three limitations of ratio analysis (1)Although Tesco and Morrison operates in similar sectors ,but it is impossibleRead MoreTesco PLC: A Business Overview1473 Words   |  6 Pagesï » ¿Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 02 Historical Share Price of Tesco†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 02 Performance Analysis of Tesco†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 03 Capital Structure of Tesco Plc†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦05 Corporate governance of Tesco†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 06 Corporate social responsibility†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..06 Trend and new stories about Tesco Plc†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.07 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦07 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦08 Introduction: Tesco Plc, the worlds fourth largest and Europe secondRead MoreIntroduction to J. Sainsbury Plc910 Words   |  4 Pages  Ã‚  Ã‚  Ã‚  Ã‚  Company analysis   Ã‚  Ã‚  Ã‚  Comparative analysis   Ã‚     Ã‚  Financial Ratio Analysis   Ã‚  Ã‚  Ã‚  Gearing/Financial Risk   Ã‚  Ã‚  Ã‚  Ã‚  Evaluation of Financial Analysis   Ã‚  Ã‚  Ã‚  Introduction The objective of financial reporting/statements is to provide information about the reporting entity’s financial performance and financial position that is useful to a wide range of users for assessing the stewardship of the entity’s management and for making economic decisions. This is a report on the operations of J. SainsburyRead MoreTesco Entry Strategy1407 Words   |  6 PagesTesco aims to achieve the number one spot in the foreign market within five years of entry (Thunderbird, 2012). Its entry strategies in the Asian and most European markets have been relatively successful; however, its entry to the American (US) market had been challenging for Tesco (Thunderbird, 2012). This will be discussed in the later sections. The company’s great success of international diversification stems from its sensitivity to local culture and expectations, and understanding its domesticRead MoreFinancial Analysis of Three Supermarket Chains Essay969 Words   |  4 Pagesundertake financial analysis of the position of the three major supermarket chains (Tesco plc, Morrison plc and Sainsbury plc) in the UK, using the financial tools such as Horizontal and Vertical Analysis and Ratio Analysis. The calculations done are considering the figures from the income stat ement and balance sheet of these three companies for the last 2 years (2008 2007). Doing these calculations is an effort to find out the current position and if any forecast on their performance. Tesco Plc *InterpretingRead MoreSwot Analysis : Tesco s Cut Throat Competition 1649 Words   |  7 Pagesover 30 years, Tesco remains one of the biggest retailers worldwide. However Tesco has suffered a dramatic decrease in its market share and profits (Ruddick, 2015). To avoid this, SWOT and PESTLE analysis needs to be constantly updated (Marcousà © et al. 2003: 61). According to Marcousà © et al. (2003:61) a SWOT analysis â€Å"identifies internal strengths and weaknesses of the business, and highlights the external opportunities and threats†. Mullins and Christy (2013:91) state, â€Å"PESTLE analysis is a techniqueRead MoreFinancial Position of Tesco PLC2851 Words   |  11 Pagesrelevance of evaluating both the financial performance as well as position of Tesco PLC can not be overstated. This is more so the case given the need to determine the stability and viability of the company going forward. This text seeks to evaluate the financial performance as well as position of Tesco PLC by amongst other things analyzing the entitys financial statements. In this case, the evaluation will be based on the companys recently published annual accounts. Tesco PLC: Company Background Yahoo

Snow Flower The Secret Fan free essay sample

In a relationship, never-ending devotion and faithfulness further deepens the impact of the bond, establishing a friendship that will last an eternity. In the novel, Snow Flower and the Secret Fan by Lisa See, the true bond of friends is shown through the relationship between the two main protagonists, Lily and Snow Flower. When they were younger and were starting their â€Å"footbinding days†, they learned of each other’s problems and coped with their hardships together. As they grew older and got married, they experienced many difficulties trying to meet each other but still overcame them by writing to each other constantly. Even when one betrayed the other, the other always understood. Through their everlasting devotion to each other, these two girls formed a relationship that stayed true and loyal for their entire lives. In nineteenth-century China, when wives and daughters were foot-bound and lived in almost total seclusion, the women in one remote Hunan County developed their own secret code for communication called nu shu or â€Å"women’s writing†. We will write a custom essay sample on Snow Flower The Secret Fan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Some girls were paired with laotongs, old sames, in emotional matches that lasted throughout their lives. They painted letters on fans, embroidered messages on handkerchiefs to communicate their feelings and emotions to each other. â€Å"Footbinding† became a social tradition for all women and showed their social status. Lily and Snow Flower were two laotongs who established their friendship at a young age. They get their foot bound on the same day at the same hour for two laotongs must be alike in every way. Once they get their foot bound, they must never leave the â€Å"upstairs women’s chambers† where no man can enter. Through the painful ordeal of getting their foot bound, the two laotongs strengthened their friendship by understanding each other’s pain and suffering. Lily and Snow Flower become acquainted with each other’s lifestyle and they slowly learn about the differences within the two. While Lily is of average social class and wealth, Snow Flower is from an esteemed family whose grandfather was an imperial scholar for the Emperor. Even with their social class differences, Lily and Snow Flower are not disturbed by it, marking a true loyalty to each other. When Lily and Snow Flower both got married, they found obstructions that hindered them from meeting one another. Since Lily married into the most respected family in a nearby village near her own natal home due to her perfect â€Å"lily feet†, and Snow Flower married into a distant village further away, arranging a rendezvous was hard especially since they had more important purposes to take care of when getting married. One was to obey their mother-in-law and husband and give birth to many sons. Because Lily’s mother-in-law was very traditional and kept to all of the women’s rules, she was extremely strict when it came to Lily meeting Snow Flower. Even with all these hindrances, Lily and Snow Flower found ways to communicate with one another. They used â€Å"nu shu† and the paper fan that was first used when they met before becoming laotongs. By communicating this way, they expressed their inner most feelings on marriage and matters that seemed so trivial to them. The fan is a symbol of their unwavering sign of true friendship for it showed everything that happened between the two girls from childhood to death. Throughout all the sufferings and joyous moments they had together, Lily and Snow Flower kept true to each other, telling each other everything they knew. But one problem arose when Lily discovered the true secret of Snow Flower’s once respected family. Snow Flower’s family which was very well revered by all those in the village suffered a staggering blow to the family’s honor when her father took to the â€Å"pipe†, meaning opium. Slowly, the family name was destroyed due to the weakness of the father and they became in debt and were left with only their once prosperous house with no furniture. Gradually, all the people in her family left, leaving behind only her drug addicted father and helpless mother. Lily had no idea that Snow Flower was living in such state until the day arrived when Lily finally went to her house to help prepare Snow Flower for her wedding. Even when Snow Flower did not tell Lily the most important aspects of her life, Lily still accepted Snow Flower and even tried to understand her distress even more. If loyalty marks true friendship, then what Lily and Snow Flower had between them was the mark of forgiving and understanding faithfulness that extended a lifetime. The novelist, Lisa See displays a relationship that was carried on throughout two girls’ footbinding days to as far as their marriage days. Through the blissful and cheerful times to their misery and pain, Lily and Snow Flower remained close as ever, exhibiting their mark of true friendship.

Sample Imc Plan Essay Example

Sample Imc Plan Essay I. EXECUTIVE SUMMARY This integrated marketing communications plan outlines communication tactics that will be used to raise awareness to introduce Azimuth Watch Companys new range of products to the public. This IMC plan will be used to achieve the marketing ; communications objectives of this plan, as well as address some of the issues ; challenges surrounding the introduction ; success of this new range ; the company by discussing key areas such as brand positioning, pricing strategies ; targeting. II INTRODUCTION Azzimuth Watch Company strives to provide their customers with timeless pieces hemmed with exquisite ; detailed designs with excellent quality to boot. Since its genssis in 2003, a few product lines have been released but the desired reception was unachieved. Azzimuth Watch Company has to be repositioned ; branded in such a way that potential customers will receive ; understand. By introducing the target marketing process ; various specific elements of which, such as the identifying of unfulfilled needs, market segmentation, selection of a target market ; positioning, the examination of Azzimuth Watch Companys marketing process can be done properly to identify how else to better its branding effectiveness to eventually obtain the goal of penetrating the market with desired results. As such, Azzimuth can grow into a leading brand for its products, delivering effectively what they have planned. III COMPANY PROFILE We will write a custom essay sample on Sample Imc Plan specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Sample Imc Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Sample Imc Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Based in Singapore since 2003, Azzimuth Watch Company has its products manufactured in Geneva, Switzerland. It was founded on the concept to design, manufacture distribute a wide range of quality wristwatches to complement any individuals selected lifestyle. Tied closely with what an azimuth is, it plays up to the concept in which it is used in many practical applications, such as astronomy, mapping ; navigation. Azzimuth is heavily influenced by science ; how it explains the way almost everything in the world works, ; its aim is to produce wristwatches that are adaptable to different cultures with the irm basis of science ; logic. Azzimuth represents a philosophy of the blending of science ; lifestyle-in many different ways possible. IV. SITUATION ANALYSIS 4. 1 SWOT Analysis Strengths: 1. Only company with unique philosophy of blending science ; lifestyle with timepieces. 2. Products are made in Switzerland. 3. varied offerings to diverse segments with a clear cut positioning 4. in ternational tie-ups with Tommy Hilfiger Weaknesses: 1. Lack of huge media campaign even after 8 years of its launch 2. Higher prices compared to other brands like Swatch or Casio. 3. Current survey reveal more focus on expansion than quality 4. brand equity is not created Opportunity: 1. Increase in demand for luxury goods in a fast-paced ; advancing country like Singapore 2. Presence of a monopoly, being the first ; only Singapore based luxury watch company in this country. Threats: 1. Premium international watch brands such as Citizen, ; Omega entered in Singapore. 2. Mobile phones acting as substitutes for watches. 3. As Singaporean market is widely open to importations, it will be difficult for local players to maintain a sustainable growth. . Customer satisfaction level below competitors 5. Expansive advertisements ; promotions done by competitors. 4. 2 Competitor Analysis Two such competitors that Azzimuth is facing are Citizen ; Omega. These 2 brands are well known for being a few of the worlds largest producers of watches. The Citizen Skyhawk A-T line of watches features Radio Controlled Timekeeping. The watches can synchronize with radio clocks in Japan, North America, and Europe and will automatically select the correct frequency for doing so based upon location of home time zone. Citizen watches also incorporates the eco-drive technology which means that their watches will never require batteries. Omega also has its reputation for having been NASAs choice of watches ; was also the first watch on the moon in 1969. It has also been the official timekeeping device for the Olympic Games since 1932. A large number of celebrities have also been endorsed by Omega, such as Daniel Craig, George Clooney, Zhang ZIyi ; Cindy Crawford. Both companies also focus on manufacturing timepieces ; have managed to uncover various product ranges with a very wide product line choice. As such, what these companies have done for themselves grants them the competitive advantage over Azzimuth. 4. 3 Current Marketing What the marketing efforts of Azzimuth Watch Company are lacking of are a stronger character ; identity. Its current advertising efforts consists only of print media on public spaces, such as bus stops, magazines ; newspapers. A few magazines have written print reviews or articles on Azzimuths products the danger in such is that magazine publications might place their products next to another competitors product. By doing so, consumers might tend to compare the products. The only few publications that have been approached for page space for Azzimuth are Style, 8 Days. I-Weekly ; The Newpaper. The limited amount of advertising space may hinder Azzimuths original message from being brought across. By having only print advertisements, there is only so much of Azzimuths message that are revealed to consumers. A good written review might not be as believable if the companys identity character is not made prominent consumer awareness is not high. 4. 4 Statement of Problems There are a lot of problems that Azzimuth is facing right now in respect to its marketing communication efforts. These problems hinder Azzimuth from excelling becoming the ideal brand that they wish due to the loopholes in their MC efforts. The few such problems are: i) poor brand awareness ii)poor brand identity iii)heavy competition against other established brands iv)poor marketing positioning Due to limited marketing efforts, Azzimuth is not able to raise its brand awareness. The poor placing of the brand ( in advertisements) also hinders potential target consumers from being exposed to their products. The brand itself is then unable to be prominent in the horology industry. When unable to position itself evidently in the horology industry in consumers minds, Azzimuth then fails to achieve its desired goals, driving the company down an negative path. V. Marketing Objectives The few objectives that Azzimuth Watch Company is looking to achieve are as follows: i) Efficiently establishing a strong brand identity in the Singaporean market ii) Increasing brand awareness ii) Introduce new range of products efficiently in Singaporean market iv) Incorporate Corporate Social Responsibility v) Achieve sales of 12,000 units of new range of products within the year 2012 If planned strategically ; marketing communications is utilised effectively, these objectives can be brought about. Current awareness of Azzimuth in Singapore is very low as it is not recognized easily ; consumers do not easily identify with the brand ; its products. When the brand awareness is raised, the amount of sales ; profits will most definitely increase. On top of that, people will be able to recognise the brand, improving its reputation. A strong brand identity also allows for consumers to retain ; deem the brand credible. If Azzimuth succeeds in sending a strong visual message used throughout all their business ; marketing communications will keep them a step ahead of their competition. Having a consistent visual identity throughout all of their business ; marketing communications will have them at the forefront of existing ; potential consumers minds when they have a need for Azzimuths products or services. Stability can also be achieved if Azzimuth successfully develops a functional brand identity as it gives the impression that their business is dedicated to the horology industry that they serve. Essentially, the main marketing objective is to introduce ; position accurately the new range of Azzimuth products in the local market ; eventually hit a sales figure of 12,000 timepieces in 2012. VI. STRATEGY ; IMPLEMENTATION The contemplated strategy for Azzimuth Watch Company is to put its marketing communications options to the best use by first effectively introducing ; implementing itself into the market, caving its position in the consumers minds, finally, its new range of products. 6. 1 Target Audience By target audience profiling, it will help Azzimuth make better, more consistent costumer decisions about how to best market sell. It also makes it possible for the staff to treat customers more consistently because everyone is working from the same comprehensive knowledge. When Azzimuth determines its target audience, it can scale their marketing communication efforts thus customise the intended message to their target audience effectively. The prime target audience of Azzimuth are the opulent individuals who afford prefer to indulge in luxury products as a lifestyle choice. These individuals include working class females males with an annual income ranging from S$80, 000 above. An ideal advertising medium for this target audience would be the internet as these individuals are also busy professionals in their respective fields. Due to their hectic work social schedules, it is not likely for them to pick up local lifestyle magazines that are catered for the average market. 6. 2 Brand Image Positioning As a luxury watchmaker, Azzimuth faces intense competition from other established watch brands such as Rolex, Tag Heuer, Swatch etc. By having a unique brand image, Azzimuth will be able to separate itself from other brand peers, hence establishing itself as a unique section of the market. According to Jay Ehret (2009), brands are not concrete; they are the thoughts, feelings psychological relationships between a business a customer, that a brand is the foundation of all its marketing activities. Branding serves as a internal compass of focus that if a business is clearly branded, it has an understanding of what it is about. Over time, a stronger business identity will be built. Azzimuth can adopt the brand image of a science ; logic. Despite close competitors having developed product lines with different motivations philosophies, Azzimuth can be the first brand that emphasises the simple but fundamental philosophy of how things can be easily explained with science logic. Rather than just being a simple luxury brand, playing up to this philosophy gives consumers a chance to associate themselves with products derived from intellect. Consumers usually purchase products with their emotions, rather than logically. With a strong branding image, Azzimuth can position themselves as the distinctive watchmaker that provides consumers with a wide range of luxury products made of high quality with a unique philosophy, setting them apart from other watchmakers in the Singaporean market. 6. 3 New Products Azzimuths new range of products caters to the pivot in their target consumers, focusing on minimalistic designs, with the motivation being that individuals from all walks of life can opt for a luxurious yet simple timepiece that eludes style. 6. Pricing Stratergy The pricing strategy for Azzimuths new range of products is Mazimum Market Skimming. In this approach whereby Azzimuth sets a high price for its new high-end product so to obtain maximum revenue from the market before substitute products appear. This pricing strategy is ideal as it complements the luxurious image of the brand as it is unlikely for its target audience to prefer purchasing timepieces that are very lowly priced. The high price w ill set it apart from its peers by delivering the image of a exceptional product. VII. Recommended IMC Strategy With proper planning in advertising, consumers will be able to perceive a brand positively. Azzimuth has to take a multi-pronged approach to their advertising methods for its brand name to be rooted in the consumers minds. The initial strategy is for Azzimuth to establish its brand identity, constitute its brand image ; finally, re-position themselves as a brand of luxury watches that are adaptable to different cultures with the firm basis of science ; logic. The proposed timeline for the execution of the recommended IMC strategy is 12 months, split into 3 phases. The first 4 months of the strategy will pay close attention to positioning the brand image in the hearts ; minds of consumers ; increasing brand awareness. Starting with a series of print advertisments carefully designed to appeal to their needs ; wants, this first phases target is to re-position Azzimuth as a brand of timepieces with scientific philosophy luxurious appeal. Concertedly with this launch of fresh print advertisements will be the implementation of product testimonials placements. Celebrities like Beyonce will share their experiences on their preference for Azzimuths products, while the product will also be placed carefully in the movie series Oceans Trilogy. Exposure of this product to millions of movie-watchers will ensure ample advertisement for it. The next trimester of the strategy will consist of a next series of print advertisements TV commercials with similar outdoor print advertisements to follow. American actor film producer Adrien Brody, who became the youngest actor to win the Academy Award for Best Actor will be endorsed to portray Azzimuth as The Ideal Option for luxurious watches. Also included would be a TV commercial of Brody highlighting his preference for Azzimuths product range. Similarly, Brody will be featured in an exclusive interview on Azzimuths official webpage, speaking in-depth on his passion for exclusive luxury watches the reason behind it why Azzimuth is his ideal option. Finally, the last phase of this strategy traversing over 4 months ill involve the setting up of a segment on Azzimuths official website, educating potential watch-buyers on what to look out for in their next purchase. A forum will also be set up separately for Azzimuth watch owners to share their product choices ; opinions. 7. 1 Broadcasting media: Product Placement The Oceans Trilogy combines well-known elements from heist films con artist films. Azzimuth will be able to increase it s brand awareness by placing its brand in a highly popular movie that is watched by all ages consumer groups worldwide. . 2 Print Advertising: Print Media Azzimuth is currently only utilising print media efforts in Direct Publicity technical reviews. On top of the high possibility of its products being placed directly next to a competitors, these reviews are written from a third-person perspective ; may not be ample for consumers to be convinced to purchase Azzimuths products. Such reviews do not directly send the intended message to consumers, let alone communicate the brands identity ; image. The placement of their reviews are also only in lifestyle magazines that perhaps most established individuals do not peruse as they are used to their lifestyle whereby they peruse luxurious lifestyle magazines. Hence, Azzimuth Watch Company must design ; release a series of print advertisements on the correct portal to allow successful communications with their target audience. Fig 7: Impression of new Azzimuth Print Advertisement The tagline Perfect Symmetry collates ; sends across the message of Azzimuths intended brand identity image. The term symmetry implies Azzimuths new range of products whereby minimalism takes place heavily. 7. 3 Celebrity Endorsements: Adrien Brody famous people eat, drink, travel, go shopping and generally behave like normal consumers, albeit ones with much greater spending power and the ability to influence the buying decisions of others simply by what they choose to buy for themselves. This aspirational effect, whereby people seek to emulate their favorite celebrities, presents a golden opportunity for brands. Endorsing a celebrity provides two important things for Azzimuth: Aspiration ; Credibility. In todays competitive marketplace, a perceived celebrity endorsement can give Azzimuth the product or service the instant recognition legitimacy that would normally take years to earn. Adrien Brody has built a successful reputation for himself by being the youngest winner for an Academy Award for Best Actor also the only American that has won a french Cesar Award. He has also made his debut as a runway model for Prada. IX. Conclusion In todays fast-paced environment, companies have to pay special attention to how they communicate with their target consumer groups. Consumers have developed a need for knowledge ; information before a purchase ; this has become a necessary process as consumers desire to know they are making a well-informed purchase. Hence, it is vital to comprehend their target consumer groups completely. With this information, they can integrate a substantial ; suitable IMC plan to help companies branch out to their target audience ; be prepared for any consumer responses.