Assignment Example | Topics and Well Written Essays - 750 words - 100

Assignment Example In the Andean groups extended their kingdom by creating an overarching political state and integrating its empire into a single order to secure its subjects and increase area for natural resources. The Anasazi, Mesoamerica, developed an economy on beans, squash, and maize. Their success in adapting these crops allowed the formation of large villages and resulted into vast cultural life in underground buildings known as kivas. Inca constructed roads that facilitated military troop movements, trade, and administration. Mesopotamia is considered the cradle of civilization; it was the located in the Fertile Crescent. Mesopotamia was located at convergence of the Euphrates and Tigris rivers that produced fertile soils; hence, irrigation was practiced. Sumerian came up with cuneiform script for communication. Egyptians started an agricultural economy with centralized society. Egyptian states had urban development and monarchies. Egyptians are recognized for surgery, barge transport, and mathematics. In addition, they are widely known as their pyramids. The Harappan civilization is credited with the introduction of decimal fractions. Small societies were nomadic in nature while vast empires settled along riverbanks on the same land hence showed the concept of ownership. Large empires increased their security since they were located at the same point from other small societies. Large empires encouraged specialization for example artisan, craftsmen, traders, and farmers who produce surpluses; small communities did not support these activities. Governments came in place to maintain specialized labor and surpluses production in agriculture, and to maintain the new culture. The government provided services like roads to the merchants, unified people in villages. These governments started taxing in form of surplus from farmers. Belief systems were created in order to bring order into the society because of political

Condition of operation of Single-phase Induction Generator , Thesis

Condition of operation of Single-phase Induction Generator , Parameters and Characteristics of Single-phase Induction Generator - Thesis Example Single-Phase Induction Generators are simple AC motors that employ the principles of induction to derive their power (asynchronous power generation). The use of induction motors as generators is currently one of the most cost effective ways of generating electricity from wind turbine systems and other common applications. This is particularly achieved by mechanically turning the rotor of the generators at faster speeds than the synchronous speed in order to produce a torque through electromagnetic induction. For example, rather than consuming energy, a single phased motor can effectively be used to generate power by driving it at speeds over its rated speed (Murthy 8). The working principle of single phase induction generators is similar to that of the three phase induction generators. For example, all induction generators generally work on induction principle based on Faradays law of conduction that states that when a conductor moves in a magnetic field, an electric voltage that can potentially set up a current is induced. However, unlike three phase induction generators, single-phase induction generators are not self starting and, therefore, require excitation in order to start. Single-phase induction generator must always be excited with a leading voltage. This is normally achieved either by connecting the generators to an electrical grid or using phase correcting capacitors to provide a mechanism for self excitation. In such modes of operation, the single phased induction generators usually draw their excitation current from the electrical grid or the capacitors. Due to their ability to generate energy with relatively simple controls, single phased induction generators are increasingly gaining popularity in a number of applications some of which include generating power from wind turbine systems, mini hydro power plants and in the reduction of high pressure gas

Case Study Essay Example | Topics and Well Written Essays - 500 words - 6

Case Study - Essay Example An instant EHR access also permits many doctors to be referencing the chart concurrently. Similar EHR systems provide physicians delivering enhanced quality of medical care adopting the â€Å"Intergy HER† as all measures and instructions that are recorded are capable to be checked and confirmed to be proper for the deliberated intention thus lessening the scope of mistakes. The physicians, through the implementation of same HER system are trying to reduce the healthcare costs of the patients. It has been researched that the physicians adapting Intergy EHR are much more proficient at providing medical support as repetition is possible to be minimized. The quick reference to the HER system is important in the case of diagnostic procedures like blood reports, x-rays, ultrasounds etc. that are usually re-conducted since the preceding outcomes are not available to simply â€Å"retrieved, reviewed or compared.† The EHR permits a physician to have access to all investigative results, images etc. at any point of time, as a result eliminating the scope of duplication. The EHR system also sends electronically the information recorded to the hospitals billing system enabling precise data to be recorded in the clinic’s billing system consequently dropping the instances of claim rejections by the insurance company due to missing data. The EHR solution provides physicians with the capability to record clinical information related to a patient efficiently with less errors and lapse at the point of care. Patients are capable to have access with their whole medical history obtainable to physicians and clinicians at anytime devoid of the requirement to physically locate and recover documented medical records. There is a struggle involved in maintaining the nonverbal communication, specifically eye contact and lulls in conversation while documenting the appointment in an EHR. EHR is known to be distracting. There

Politics of education Annotated Bibliography Example | Topics and Well Written Essays - 1000 words

Politics of education - Annotated Bibliography Example The protagonist has quick wit and street smarts as his wealth to survive in the city and fight odds that comes across his way. Alger has brilliantly connected situations to make the changes look so easy and enticing for emerging young minds. The author has put a patron in place to turn Dick’s luck; then he sends Dick to escort his nephew along his tour which changes the hero’s life. Though Alger is trying to explore the inspiring example of an orphaned bootblack’s rags-to-riches experience, he keeps a place for the wonderful fictional literature too. Alger compares the buildings of New York to palaces, and in the development of the story he makes it a comfortable reading by the inclusion of all essential characters ranging from a patron to the villain. Altogether, the journey of an underdog from ‘Ragged Dick’ to ‘Richard Hunter’ perfectly blends all essential features that can evoke optimism among the under privileged. ‘The Lesson’ is a story told in the first person narration by the central character Sylvia about her life in the neighborhood consisting of several under cared children and their encounters with fate. There is a fictional Fifth avenue in the story as a dream model of their lifestyle around which all the discussions develop. Bambara places the theme based on the strong will, intelligence and leadership of an African American preteen girl with intent to challenge the practical meaning of democracy in the country. The story walks on the economic line that makes a visible separation between the rich and the poor with sensible dialogues to challenge the American society’s indifference towards the financially destitute natives and communally separated migrants. Bambara introduces Miss Moore as a messenger to exhibit the glory of education to show the children how life can be turned gaining with academic excellence. On the other hand, ‘The

Term examinations Essay Example for Free

Term examinations Essay In comparison to end of term examinations, teaching students by continuous assessments is better. In most primary, secondary and tertiary forms of education, the latter method of evaluating students is used. This form is most common and is used in most parts of the world due to many reasons. Continuous assessment is a more accurate method of evaluating students. This method is more appropriate in higher education as it ensures students study and go through lectures and notes if not every day at home, then very regularly as doing bad in any quiz or test may affect their grades or overall marks. Due to this, students actually go through the notes they take often to do well. This helps them remember and at the end they don’t have to cram just before the final exam like they would have to if they only had to sit for end of term examinations. In other cases, many students may also have a psychological problem of giving exams. Due to this they may do badly in their exams even though they may know their subject very well. They may be brilliant in class, participate well, attend all lectures but even then in the end of term exams they may not do well. This can be due to a phobia of examinations or simply the pressure of last minute studying. Due to this, taking tests or quizzes throughout the term, semester or year along with class participation is a better method of evaluating a student. At the same time, last minute cramming right before the finals may ensure that students do well in the term end exams. However, if students memorize right before their exams they may not remember what they learnt later as they may have been under too much pressure and stress while studying in the end. Even though they get the grades, they do not remember what they learnt afterwards and then cannot use it later in life. Therefore what they studied becomes useless since they cannot utilize what they learnt in their lives. Many students may also not have the capability to memorize. This means they will not do well in term end exams as they will not be able to memorize and will not be able to write in the exam. Many students also lack conversational and presentation skills. These skills are necessary in life especially at work. Thus, these skills need to be developed and enhanced. These can neither be developed nor enhanced if only term end examinations are taken. To bring about this development, teachers have to take continuous presentations etc in order to help students converse and communicate. In this manner as well, continuous assessment is better than term end examinations. Thus due to such reasons, I think continuous assessment is a better way of teaching as it helps students grasp more knowledge and utilize it later. This method also enhances certain skills which will surely help the students in finding better opportunities in their future.

St. Augustines Confessions Essay Example for Free

St. Augustines Confessions Essay There was nothing in Augustines Confessions that will help reveal his background especially concerning his socio-economic status. One has to consult other sources for that. But knowing fully well that education in ancient times is prized by the rich and the elite it is easy to deduce from the well written Latin masterpiece that indeed Augustine belong to the creme de la creme of society. This is a significant insight because not only is Augustine part of the highly educated and well-to-do crowd he also is a man who longs for God. A close study of the Confessions will lead one to understand how Augustine views Christianity. Based on the document, Augustine believed that Christianity is about striving to be intimate with God and at the same time a daily struggle to make the flesh obedient to the call of a godly life in Christ Jesus. Intimacy with God One of the most radical concepts about Christianity is the notion that mere mortals can be intimate with God. In order to appreciate this idea one has to first understand that Christianity like Judaism believes in one Almighty God who is Lord of Lords and King of Kings. They are not simply worshipping someone that is ruler of a particular locale, like a god that is in-charge of a really old Oak tree or some ancient hill. This God is the one and only. Aside from that the God of St. Augustine is a great Deity whose power is evident in the Old Testament portion of the Bible. The God of Augustine is the Creator of Heaven and Earth. And yet Augustine wanted to be close to Him. This is evident in Book I: The Early Years. In the first few paragraphs Augustines deep longings was evident by expressing near panic not knowing what to do first. Is it to call Him or to praise Him? Having the ultimate goal in mind Augustine said that, â€Å"You stir man to take pleasure in praising you, because you have made us for yourself, and our heart is restless until it rests in you† (Book I: Early Years). This desire for intimacy is actually radical. One only has to take a casual review of ancient religions, Greek and Roman mythology to realize that for thousands of years before Augustines Confessions God or the gods were considered to be mean and cruel. The ultimate goal of the worshiper is not to be intimate with the gods but to appease them. God according to other religion is indeed mighty but He is unapproachable. As one continues to read, one will find that Augustine was simply warming up. He is not merely content with the getting to know you stage and his desire to know God goes deeper not willing to accept a superficial relationship. Augustine did not write the Confessions because he simply wanted to earn the favor of God. He went one step further and in the first few sentence of Book II, Augustine declared that he desires to love God (see Book II: Adolescence). The Flesh The words coming from his pen were profound and those who may mistake Augustine’s longing for intimacy with the Almighty as wishful thinking. Augustine as agreed in beginning of this study was a man born to privilege and highly educated. If what he is saying is truth then it will be either as a mockery to God or as an honest desire to really know and be known by Him. One has to continue digging deeper into the Confessions in order to understand that Augustine was not deluded into thinking that this quest will be an easy one. It is at the point of realization that knowing God will not be an easy task Augustine begins to pour out his frustration that he is a sinner and has no illusion that he will be able to walk like the great and godly men of old like Moses and Elijah. In Book VIII: The Birthpangs of Conversion, Augustine mentioned his past, the desire for women and being enamored with the world and its intoxicating temptations. In Book VIII Augustine began to provide the resolution to a very complicated proposition that was made in the beginning of this study. It is possible to be intimate with God but its not going to be easy. The first step in order for a man to know God and be known by him, before a loving relationship between child and God can commence there is a need to first forsake worldly desires. In short a conversation from darkness to light must first occur and Augustine promises that there is nothing like it and that every sacrifice is worth every good thing that one can receive from Christ Jesus. Conclusion Aside from the fact that Augustine a highly educated, intelligent and very talented man to give up all the pleasures of this world to embrace the cross of Christ, there are other facets to the Confessions that are very radical. As mentioned earlier the concept that God is approachable and that one can build a relationship with him is an idea that is so advanced it is impossible to find any precedent other than the New Testament of the Christian Bible. But Augustine emphasized that he is not merely content to know God he is in the quest to learn how to love God. This is raising the bar so high it is almost impossible to reach it. It is a good thing to know that Augustine took time to explain that his goal of being intimate with God will not be a walk in the park. In fact, according to his own â€Å"confessions† there are many obstacles that must be overcome in order to achieve that goal. And it begins with conversion from darkness to light. At the end St. Augustine set an example and encourages many to strive for the impossible because it is only through God that one can find meaning, satisfaction and rest in this life. References Saint Augustine. (1998). Confessions. H. Chadwick (Trans. ). New York: Oxford University Press.

AMOREPACIFIC International Business Strategy

AMOREPACIFIC International Business Strategy 1. Introduction 1.1. Industry overview Cosmetics With low-barriers to entry, the competitive business environment of the cosmetics industry requires companies to secure stable sales channels, and make great marketing efforts to differentiate its products. However, the cosmetics industry is closely related to the fashion industry which is constantly changing and offer potential growth opportunities. Consequently, cosmetic products typically have short product life-cycles because which require mass-customization capabilities and production agility. Personal Care On the other hand, personal care products business is a relatively a mature industry. Also with a low-barrier to entry, the domestic market is currently saturated with competition. In addition, the emergence of large-scale discount stores and new sales networks has called for rapidly changing marketing and distribution channels. Consequently, the domestic personal care products industry is focusing on developing niche markets by differentiating its product as offering higher quality and value. 1.2. Overview of AMOREPACIFIC AMOREPACIFIC Corporation (â€Å"AMOREPACIFIC† or â€Å"the Company†) aims to become a global beauty company with its core businesses in cosmetics and personal care and health products. Founded in 1945 as a Pacific Chemical Company, AMOREPACIFIC Corporation has been involved in beauty products. With the corporate vision of â€Å"The World will know us as the ‘Asian Beauty Creator,† AMOREPACIFIC seeks to push the boundaries of traditional beauty with innovative solutions drawn from its rich Asian heritage.The Company also stresses the five values: Openness, Innovation, Proximity, Sincerity, and Challenge to openly communicate with its customers and employees, pursue innovative ideas and new concepts, maintain physically and psychologically close to customers, fulfill obligations to society, and be passionate about overcoming challenges. The Company first began its export sales via OEM and also began to sell cosmetics products under its own brand â€Å"AMORE† in 1964. In 1990, the Company turned to international markets by establishing its first overseas subsidiary in France, followed by establishing its Shanghai and Chartres plants in 2002 and 2004, respectively. In 2010, AMOREPACIFICs sales reached KRW 2 trillion, with operating profit of KRW 340 billion and net earnings of KRW 285 billion. The Company maintains its number one player in the domestic market with a 34.9% cosmetics market share in 2010. In terms of its overseas operations, the Company has enhanced its sales in 2010 by approximately 11% to KRW 335.8 billion. With its strong domestic position, the Company is targeting sales and operating profit growth of 10% in 2011 by creation of growth markets. For each business segment, the Companys Cosmetics Division is focusing on securing competitiveness in the Asian markets through reinforcement of RD activities to provide differentiated products and services. For the personal care products business or â€Å"Mass Cosmetics Sulloc Division,† the Company is intent on strengthening domestic market competency by expansion into high-functional products in major personal care categories. 2. International Business Strategy of AMOREPACIFICs Cosmetic Products AMOREPACIFIC aims to be a Global Top 10 cosmetics company. While tapping on matured and developed markets such as North America and Western Europe, AMOREPACIFIC is more focusing on developing countries such as China and other Southeast Asian countries. To overcome the limitations of the market size and increasing level of competition in the domestic market and accomplish economies of scale through market expansion with its own line of competitive products, AMOREPACIFIC, utilizing its number one position in the domestic market, has been looking to develop overseas market with in its efforts to gain presence and become a successful international player in a very competitive global cosmetics industry environment. While the domestic market has been steadily growing due to an increase in the number of professional business women who have brought about buying power of female customers, developing market conditions for high-function cosmetic products from the middle-class aging population, as well as an increasing demand from men for cosmetics products, AMOREPACIFIC has been facing increasing competition from the domestic competitors and market penetration from global cosmetics companies. Nevertheless, AMOREPACIFIC has potential to be successful in overseas market taking into account following advantageous factors: The quality and diversity of products of AMOREPACIFIC has reached the level to be competitive against global brands in most product lines. Experiences of highly competitive market in Korea enriched the Company with various competitive marketing strategies. Koreas cultural wave has created friendly demands of Korean beauty products among customers, especially in Asian market. Globalization strategy of AMOREPACIFIC is primarily based on a multi-domestic approach where international strategies take on differentiated approaches for each regional market as divergent demands for cosmetics products exist due to different levels of industrial and economic development for each country/region. In addition, benefits from standardization are less significant due to segmented nature of cosmetics market even within the country/region and price functions differently for each customer segment and it is not usually the major factor for determining purchase. Finally, since demand in overseas market for cosmetics are highly divergent and the Company possesses the capability and resources to leverage with to meet those divergent demand, multi domestic strategy would be suitable for AMOREPACIFIC. Based on such multi-domestic strategy, AMOREPACIFICs globalization strategy takes on differentiated approaches for developed and developing countries. For emerging countries, AMOREPACIFIC aims for an early market penetration, while, raising image by focusing on the prestige brand lines in developed markets. Two representative countries of AMOREPACIFIC (France and China) have been analyzed below to evaluate its international strategy in each country contrasting AMOREPACIFICs strategies in each respective country. 2.1. Expansion into the France Market 2.1.1.Market Penetration with Lolita Lempicka France has long been renowned as the capital of cosmetic industry and fashion. AMOREPACIFIC began to penetrate the France Market with the Lolita Lempicka Perfume from 1997. In 1997, the Lolita Lempicka Perfume won all the top awards at the French FIFI Award for best womens fragrance, best mens fragrance, and perfume design. AMOREPACIFIC released Lolita Lempicka L in 2006 and released Si Lolita Lempicka in 2009. With the success in France, Lolita Lempicka products are now available for sale in over 100 countries worldwide 2.1.2.Rationale France is considered one of the biggest markets of cosmetics products and trend leader of fashion and beauty goods and the arena of competition for global cosmetics manufacturing companies. Experiences and reputation in France market can lead to an expansion in developed markets including the U.S. where the AMOREPACIFIC would consider as major market for growth. 2.1.3. Entry Mode Selection Notwithstanding the high risk of failure, AMOREPACIFIC decided to penetrate the France market via direct ownership to establish strategic position as a flagship business in the developed market. With such high level of commitment and resourcing from the headquarters, the Company hired local management with entrepreneurial spirits to experiment with new brand and new strategy. AMOREPACIFIC perceived that its entry mode into the France Market was necessary in order to deploy local talents which would enable expansion into adjacent high-end European markets once strategic position is established. 2.1.4. Marketing and HR Strategy in France Abandoning nationality and company title to overcome the stereotype against Asian cosmetic brands, AMOREPACIFIC teamed up with local marketing agents, manufacturers and vendors. As a newcomer to the market, AMOREPACIFIC differentiated its approach by naming its brand after young local designer to target customers following up-to-date trends of unisex mode and strong fragrance. Also limited direct distribution channels have been utilized for distribution and advertisement is delivered through only high-end fashion magazines targeting customers in their twenties and thirties as well as models and designers. As is important to the cosmetics products to be recognized by word-of-mouth, promotion activities are focused in providing samples to celebrities and influential group of people. Through hiring entrepreneurial local experts in marketing of cosmetics, AMOREPACIFIC could upgrade its marketing expertise in luxury/premium market one notch above. 2.1.5. Evaluation of the International Strategy in France Global Configuration The Companys entrance to the France Market was not driven by cost differences or economies of scale, but it rather served the purpose to make a case for experiments in the leading market. With the successful launch of the Lolita Lempicka brand in France by leveraging the local talent and blinding nationality and company name, other high-end brand can be entered into the market utilizing the distribution channels secured through perfume business. In addition, AMOREPACIFIC may consider introducing other more competitive premium brands in the market through large scale international cosmetics franchise stores such as Sephora. Global Coordination Learning the effects from highly autonomous management of local subsidiaries and transfer of such knowledge to other developed market strategy (e.g., U.S.) is expected to benefit the company through global networking. Although it is inevitable to tap on developed market to notch up brand recognition level, considering the Companys ultimate goal of globalization to expand its market, targeting developed countries would result in limited volume growth at least in the mid-term as we could see from the financial results of France market which was out of red first time in 2010 since its launch in 1997. 2.2. China Market Expansion 2.2.1. China Market Analysis The volume of cosmetics sales in China is still explosive and has high potential to growth (Yearly cosmetics consumption of $13 per person compared to $50 in global average). China Market is well stratified according to product lines which are in line with development stages of different areas (eastern seaside and western inland). They comprise of all four major segmentation including top luxury market, premium market, middle market and mass market. In China, the cosmetics market is not dominated by single or a few major manufacturers yet and accordingly, market penetration is relatively easy. Compared to use of make-up products, the skin care products are dominant in market, and as Koreans have similar skin type as Chinese customers, the Company can hold strong competitive position against the multinational competitors. With increased level of earnings, demand for premium brands is also expected to grow significantly. 2.2.2.Rationale With Korean market being saturated, the high growth potential China market appears to be the next logical choice for AMOREPACIFIC. The Company is able to fully leverage the beneficial impact of Korean cultural wave in China. Although the Company has entered other Asian countries in tandem with China market, the growth and experiences in China market can provide the Company with boosting power to expand further into other Asian countries. Also, the proximity to Korean market and similar cultural background can give the Company competitive edge against other multinational manufacturers. 2.2.3. Entry mode selection The Company entered into China market through direct investment since 2002. The decision to enter into China in a form of direct investment was primarily due to the potential threats other global and local companies possibly gaining foothold in China. The Company needed to stay in competitive position by internalizing technical advantage and products quality while local brands are growing in fast pace. As competition is already intensified in China market, high level of commitment of resources from head office is necessary for sustainable growth in China market. 2.2.4.Marketing and HR strategy in China As the Company owns line-ups of products for all segmented markets, success in one market segmentation can lead to relatively easier launching of other product lines under more competitive conditions. The major product line marketed in China is the Laneige Brand, which is premium brand of AMOREPACIFIC which targets the middle-class. As brand recognition is gained from Laneige through skin-care products, it is considered a good strategic move for AMOREPACIFIC to promote other lines of products under same brand including make-up and products with specific functions including anti-aging and whitening. As Korean wave is huge in China market, AMOREPACIFIC leverages the benefit to its maximum by using famous Korean celebrities as models for its flagship brand (Laneige) and sponsoring Korean television dramas aired in China and concert events. However, As Chinese people are known to be not reliant on advertisement on media and cosmetics products are characterized that information on the products tends to be delivered by word-of-mouth through experiences of family or friends, AMOREPACIFIC set up free booths that provide make-up service, free tutorials and samples. 2.2.5.Evaluation of the International Strategy in China Global Configuration The main drive for entrance into China market is the market expansion. As China market will surely bring larger volume to accomplish economy of scale and its spillover effect to other territories in Asia region will give further boost to AMOREPACIFICs effort in those countries. Although AMOREPACIFIC started with premium brand to make a case in China market, the biggest portion of the market segment is the mass market with vast demands for lower end products. As AMOREPACIFIC has a line-up of products to cope with all those demands, with success from premium brand, it can expand its efforts to market expansion into more casual younger-customer targeted brands. However, in the course of bringing products in other segment, AMOREPACIFIC carefully needs to consider the possibility of casual brands adversely affecting the premium brand image to the customers. In this regard, AMOREPACIFIC may need to deploy differentiated marketing approach, such as blinding the company name not to be recognized as same companys brand and targeted promotion to specific group of customers (younger generation or lower income customers). Also, distribution channels other than department stores should be sought for differentiation. The brand shops that offer variety of brands of cosmetics can be fully utilized. Global Coordination Proximity to Korea can serve as an advantage for effective and efficient coordination with local operation. However, major cities located all over the vast land will bring about new challenges to AMOREPACIFIC which have focused on markets in smaller in size. For this instance, AMOREPACIFIC needs to bring in local expertise in logistics and tries to establish firm distribution channels. During the launches of its first premium brand, the close monitoring and control by head office and local subsidiaries must have been inevitable. However, to expand into other segment (mass market and luxury market), it is necessary, to fine tune its strategy, to leverage the experienced local management by delegating more power for more autonomous operation. 3. Recommendation for New Potential Market Strategy: India Based on the analyses and evaluations of AMOREPACIFCs international business strategy, India may be considered as the next potential target market for its international reach. The recommendations for entry mode and marketing strategies for AMOREPACIFICs entry into India are based on key success factors derived from the following market assessment and SWOT analysis. 3.1. Market Assessment The Indian cosmetics market grew by 9.5% in 2009 to reach a value of $141.6 million. In 2014, the Indian cosmetics market is expected to grow to $198.7 million, which is a 40.3% increase from 2009. Indias Cosmetics market volume: million units, 2005-09(e) Despite the growth of the Indian cosmetics market, the extent of poverty in the country implies that sales would come from only a small consumer base. In this regard, the target market may need to focus on female professionals living in urban areas who are brand-conscious. As seen in the graph below, the cosmetics market in India is already dominated by the top 3 global brands which account for 68% of the total market share. Indias Cosmetics Market Share: % Share by Value, 2009(e) Another interesting observation is the market segmentation of the cosmetics type. As seen in the below chart, lip make-up is the largest segment of the cosmetics market in India, accounting for 51.2% of the total market value Indias Cosmetics Market Segmentation: % share, by value, 2009(e) Also, Indian market has shown significant growth in the whitening products of 20% every year, making up 55% of total cream products. 3.2. SWOT Analysis Based on the above market assessment of India, AMOREPACIFICs SWOT analysis can be performed as follows: Strength AMOREPACIFICs strong management initiatives for globalization would offer a sound strategic decision process. As already proven in earlier efforts for globalization, the Company retains competitiveness of its line of products. In addition, the lack of infrastructure of the India in terms of distribution and sales channels would prove to be favorable for AMOREPACIFIC, since the Company retains a unique sales distribution of direct-sales approach, where salespersons personally visit door-to-door for marketing and sales. Weakness AMOREPACIFICs relatively small presence in a limited number of countries, as well as its weak brand image compared to global players would create challenge for the Company in terms of building its brand. Also, the lack of expertise in cosmetic products for dark complexions could be considered a weakness, considering the Indian population. Opportunities Considering that the cosmetics industry typically has low-barriers to entry, AMOREPACIFIC has opportunities to readily enter into the Indian market. In addition, the market growth potential of India considering its population size and economic growth would offer AMOREPACIFC to enhance its presence in the global market. Threats Considering the different culture and religious background of Indian people, the need for decentralized management could warrant potential management issues with the Headquarters in Korea for potential misalignment in AMOREPACIFICs globalization strategy. 3.3. Entry Mode Recommendation: High Local Responsiveness Approach In case of AMOREPACIFIC, its entry mode to the Indian market should consider the uniqueness of the culture. India has a unique religion and also has a strong history in their stratification system named Indian Cast system. In order to cope with such unique culture and history, AMOREPACIFIC would need to be highly responsive on the local culture. Observations could be made for other instances where attempts to penetrate into India cosmetics market with high degree of localization had been better off succeeding in the India market. Hyundai Motors and LG Electronics are some of examples that were successful cases where localization had been a key success factor in entering the market. On the contrary, Samsung Electronics strategy to seek global efficiency has been enjoying relatively smaller success in India. Considering that AMOREPACIFIC had no prior experience in India, the Company should set up their entry mode as be highly responsive on the local needs. Hiring local managers and staffs who understand the Indian culture would also be very important for the operation of AMOREPACIFIC in India. Joint-venture strategy may also prove to be a viable alternative for AMOREPACIFIC considering its less expertise for customers with darker skin tones. In addition, AMOREPACIFIC may utilize the friendly impression that Hyundai Motors and LG Electronics are making on the minds of Indian people. 3.4. Marketing Strategy Recommendation: Positioning, Distribution Channel Brand positioning and distribution channel would be a very important decision point for entering a market. To be successfully positioned in the India market, AMOREPACIFIC should consider two factors. First, AMOREPACIFIC should position its products to compete with other globally renowned brands to cope with the increasing brand-conscious consumers in India. Second, the Company may need to consider tighter margins to maintain cost competitiveness and capture market share against already established brands. Consequently, AMOREPACIFIC should use a high-end luxury brand strategy distributed in department stores and duty free shops. This would enable AMOREPACIFIC build up a brand image of high-end quality cosmetics. And at the same time, the Company could utilize secondary affordable mass-market brands to meet the average income consumers in India. An interesting distribution channel that AMOREPACIFIC could additionally set up in India is where they had been successful in Korea, which is direct, face-to-face-sales approach. As the transportation in India is underdeveloped, being able to visit consumers directly and provide quality services should be a great opportunity in entering the market. 3.5.Conclusion Since its foundation in 1945, AMOREPACIFIC has been one of the dominant players in the domestic cosmetics industry, with quality product lines ranging from anti-aging solutions and make-up products to personal care products such as shampoos, body cleansers, and toothpastes. With increasingly competitive domestic environment, AMOREPACIFIC has turned its eyes to the global arena. With its vision that â€Å"The World will know us as the ‘Asian Beauty Creator,† AMOREPACIFIC has successfully proven its potential in France with its line of perfume products. Furthermore, AMOREPACIFIC took favorable opportunity of the ‘Korean Wave to sell its products in China considering its cultural similarities and has established a strong brand name. As AMOREPACIFIC has ambitiously declared its goal to become a Global Top 10 cosmetics company, it needs to continuously seek opportunities abroad where it could utilize its core competencies to establish and strengthen its brand image while maintaining a clear focus on the target market and customers.