Effect of Simulation Based Education on Medical Knowledge

Effect of Simulation Based Education on Medical Knowledge EFFECT OF SIMULATION BASED EDUCATION ON KNOWLEDGE OF MEDICAL STUDENTS IN CONTEXT OF COMMUNITY MEDICINE Bogam Rahul R. Corresponding Author Dr Rahul Ramesh Bogam ABSTRACT Simulations are being increasingly used to train medical students in diverse clinical skills. Simulation is arguably the most prominent innovation in medical education over the past 15 years. Role play is a simulation technique which can potentially strengthen knowledge that will lead to improved expertise. The present study was undertaken to assess an effectiveness of simple intervention in the form of ‘Role Play Simulation’ on the knowledge of undergraduate MBBS medical students of one of randomly selected medical colleges in Maharashtra regarding ‘Epidemics Investigations.’ Methods: A cross-sectional study consisting of pre and post test intervention was conducted at one of the randomly selected medical colleges in Western Maharashtra. A structured pretested self administered questionnaire consisting of 15 close ended questions was distributed to all 144 participants. The present study attempted to incorporate simulation based role play which was based on epidemic/outbreak investigations for food poisoning. Immediately after this intervention, same questionnaire was distributed to participants as a post test and responses were collected. ‘Paired t-test’ was used to assess pre and post intervention knowledge of participants. Results: Present study revealed significant improvement in knowledge of participants about epidemic investigations from pre to post intervention as a result of ‘Role Play Simulation Based Education’ (t = 42.87, p Conclusion: A simple simulation form like role play can make significant change in knowledge of medical students about very important topic i.e. ‘Epidemic Investigation’ in Community Medicine subject. Key words: Simulations, Community Medicine, Knowledge, Medical students, Role play INTRODUCTION There have been burgeoning developments and changes in medical education.[1] The information and communication technology has revolutionized the teaching and learning process.[1] Various new teaching methodogies are being used to impart medical education to the students in more effective way. The basic reason to look for these methodologies is the dis-satisfaction with conventional mode of education, which is losing it’s relevance in this era of information explosion. [1] Simulations are being increasingly used to train medical students in diverse clinical skills. Simulation is arguably the most prominent innovation in medical education over the past 15 years. [2] They help us to replicate situations which may not possible to get in real settings or where it may be logistically difficult to work on real patients. [1] Role play is a simulation technique which can potentially strengthen knowledge that will lead to improved expertise. Despite of an effectiveness of role play in providing medical education, it’s use in educating medical students is limited. [3] ‘Epidemic Investigation’ is not only an essential aspect in Community Medicine subject but also it has public health relevance. Even though very few studies have been conducted so far in India to evaluate the knowledge of medical students pertaining to investigations of epidemic, some evidences have shown that ‘Simulation Based Education’ can be an effective teaching tool to educate medical students about emergency situation like epidemics. Clinical situations for teaching and learning purposes are created using various forms of simulation like mannequins, part-task trainers, simulated patients or computer-generated simulations. The present study was undertaken to assess an effectiveness of simple intervention in the form of ‘Role Play Simulation’ on the knowledge of undergraduate MBBS medical students of one of randomly selected medical colleges in Maharashtra regarding ‘Epidemics Investigations.’ OBJECTIVE To assess an effectiveness of ‘Role Play Simulation’ on knowledge of undergraduate MBBS medical students about ‘Epidemics Investigations.’ MATERIAL AND METHODS A cross-sectional study consisting of pre and post test intervention was conducted at one of the randomly selected medical colleges in Western Maharashtra. The inclusion criteria were all 144 undergraduate medical students from 7th semester who were present on the day of an intervention. Those who did not attend the class on the day of an intervention were excluded from the study. Written permission was also obtained from participants after explaining the purpose of study to them. A structured pretested self administered questionnaire consisting of 15 close ended questions was distributed to all participants. They were allowed 15 minutes to complete questionnaire under strict supervision. A questionnaire consisted of questions based on various aspects of epidemic investigations like essential criteria for confirmation of existence of an epidemic, spot map, epidemiological case sheet etc. The present study attempted to incorporate simulation based role play which was based on epidemic/outbreak investigations for food poisoning. Few volunteer medical students were selected and trained to participate in simulation based role play. They were asked to focus on ten important steps in investigation of an epidemic i.e. verification of diagnosis, confirmation of an existence of an epidemic, defining the population at risk, rapid search for all cases and their characteristics, data analysis, formulation of hypothesis, testing of hypothesis, evaluation of ecological factors, further investigation of population at risk and writing the report (Table 1). Remaining students were asked to watch this simulation based role play. Total duration of role play was about 20 minutes. Immediately after this intervention, same questionnaire was distributed to participants as a post test and responses were collected. Data Analysis The scoring system for each complete question was assigned for pre and post intervention. Statistical analysis was done using Microsoft Office Excel Sheet. ‘Paired t-test’ was used to assess pre and post intervention knowledge of participants. RESULTS AND DISCUSSION In present study, of 144 participants 78(54.16%) were males and 66 (45.83%) were females. All (100%) participants were in age bracket of 20-23 years. In contemporary medical education, there is strong emphasis on the use of innovative teaching methods like Problem Based Learning, One Minute Preceptor (OMP), Computer Assisted Learning, Flipped Teaching etc. Uses of these types of methods help students to learn various clinical skills in more effective way. The present study attempted to impart knowledge to undergraduate medical students about investigations of an epidemic by using ‘Role Play Method’ rather than using traditional teaching method. The present study showed that simple simulation form like role play made improvement in the knowledge of participants about ‘Epidemic Investigations.’ Similarly other Studies also reported that the use of simulations as a teaching tool increases student’s comprehension of complex theoretical concepts in relation to modules that are taught solely with the traditional lecture/seminar format. [4] Jennifer M Weller et al. [5] also recommended that ‘Simulation Based Education’ needs to be integrated into medical curricula at the development stage, with careful attention paid to transfer of skills learnt to the real clinical environment. In a Malaysian medical school, role plays have been used to teach communication skills in primary care medicine. [6] Table. 1. Pre and Post intervention questions with correct response (n = 144) Table. 2. Mean marks of participants (n = 144) Present study revealed significant improvement in knowledge of participants about epidemic investigations from pre to post intervention as a result of ‘Role Play Simulation Based Education’ (t = 42.87, p However prior to an intervention, poor level of knowledge was found amongst participants regarding certain aspects of epidemic investigations like Spot Map, criteria for confirmation of epidemic, period of investigation of an epidemic etc.( Table 2). The present study reiterates the need for incorporation of innovative methodologies like simulations along with traditional methods for better learning of students. At some places, methodology like ‘Role Play’ has been regular teaching method in medical colleges.[7]At the University of Heidelberg, Germany, introducing role plays augmented the realism of technical training and improved doctor-patient communication and to teach students to obtain a sexual history and discuss sexual health issues. [8] Role-play is simple form of simulation which can be a valuable teaching tool for medical education, requiring few resources and allowing students to look at the material they are learning in a new light. CONCLUSIONS Present study reported significant improvement in knowledge of undergraduate medical students pertaining to epidemic investigation from pre to post-intervention as a result of role play method. It shows that even a simple simulation form like role play can make significant change in knowledge of medical students about very important topic i.e. ‘Epidemic Investigation’ in Community Medicine subject. ACKNOWLEDGEMENT We heartily acknowledge the cooperation and support of Dr. Shekhar M. Kumbhar for conduction of this study. DECLARATION OF INTEREST The author reports no conflicts of interest. The author alone is responsible for the content and writing of the article. REFERENCES Tejinder Singh, Piyush Gupta, Daljit Singh. Principles of Medical Education. Jaypee Brothers Medical Publishers (P) Ltd. 2013; 4th Edn, 1-14. Morgan Passiment Heather Sacks Grace Huang. Medical Simulation in Medical Education: Results of an AAMC Survey. 2011, Association of American Medical Colleges: 1-42. P.Ravi Shankar, Rano M.Piryani, Kundan K.Singh and Bal Man Karki. Student feedback about the use of role plays in Sparshanam, a medical humanities module. F 1000 research. 2012; 1 (65): 1-10. Govinda Clayton and Theodora-Ismene Gizelis. Learning through Simulation or Simulated Learning? An Investigation into the Effectiveness of Simulations as a Teaching Tool in Higher Education.1-25. Jennifer M Weller, Debra Nestel,Stuart D Marshall, Peter M Brooks, Jennifer J Conn. Simulation in clinical teaching and learning.MJA.2012; 196 (9):1-5. Sherina HN and Chia YC: Communication skills teaching in primary care medicine. Medical Journal of Malaysia. 2002; 57(Suppl E): 74–77. Manzoor I, Mukhtar F and Hashmi NR: Medical students’ perspective about role plays as a teaching strategy in community medicine. Journal of the College of Physicians and Surgeons, Pakistan. 2012; 22(4): 222–5. Nikendei C, Kraus B, Schrauth M, P.Weyrich, S.Zipfel, W.Herzogi et al.: Integration of role-playing into technical skills training: a randomized controlled trial. Medical Teacher. 2007; 29(9): 956–960. 1

Huawei UCN Research and Practice

Huawei UCN Research and Practice A NEW CONCEPT In recent years, DSL systems have faced many new challenges, such as crosstalk. The standardized DMTs modulation techniques are deployed more densely than ever, making radio resources allocation a severe challenge to address. Insertion of additive guard bands like cyclic prefixes led to the addition of new deal. These insertions are not enough to simply improve the capability of a single traditional DMT transceivers to counteract the impact of the crosstalk. It lies that network development requires a new way of thinking. Based on an optimization-based perspective, next generation DMTs require coordinate network nodes, frequencies and bands, and uniformly arrange network resources, and capable to provide optimal user experience. Therefore, Huawei established a new concept: User Centric Network (UCN). User Centric Network (UCN) is a concept of user-centric network construction. In traditional network construction, base stations were centered, and users were served by a certain base station. As users may be located in different places, it is a challenge to ensure stable and reliable performance for users. Interference between adjacent base stations also reduces the resource efficiency of the entire network. With the new concept of UCN, resources are coordinated, combined, and optimized in allocation, based on a user-centric philosophy so that the user experience will be enhanced. UCN is also a new user-centric concept in term of operation. In the traditional way, operators can just sell simple data packages to customers. USER BENEFITS UCN focuses on users it can provide a lot of benefits for end users. First, UCN can eliminate cell boundaries, providing noborder service experience and improving the peak and average rates. Second, UCN enables multiple cells to receive signals from terminals in a coordinated way, reducing requirements for transmit power of terminals and prolongs their standby time. Third, UCN uses flexible networks, providing customized services and tariff packages for users. UCN AND 4.5G, 5G Here we have to emphasize that UCN is a network construction concept beyond the definition of wireless technology generations. UCN and 4.5G or 5G are not simply a one-to-one relationship. UCN can be implemented phase by phase in 4.5G and 5G. For example, UCN technologies can be used in the 4.5G phase, such as distributed MIMO. Distributed MIMO uses distributed, multi-site, multiple antenna beamforming and multiuser multiplexing technologies on the RAN side to reduce interference and increase capacity. In the recent field trials, distributed MIMO proved 3- to 4- folds of cell capacity. RECENT RESEARCH ON UCN At present, the number of base stations deployed on 4G networks has reached several millions. The recent research on UCN focuses on how to apply the leading-edge UCN concept to these base stations early. We are pleased to see that the entire industry has made successful progress in UCN research. CloudRAN-based technological innovation such as distributed MIMO can ideally control intersite interference and enable extremely dense deployment of sites, without the need to upgrade terminals on live networks. 4.5G distributed MIMO has been put into trial use on live networks for advanced operators. For example, the inter-site distance of lamp pole sites on Shanghais Bund is as short as 50 m. With distributed MIMO, the data rate of cell edge users has increased from 8.2 Mbps to 15 Mbps, an improvement of 80%, and the average cell throughput has increased from 45 Mbps to 65 Mbps, an increase of 45%. Minimum Mean Square Error (MMSE) Estimation for Interference Identification We are interested in an estimate of the time-varying channel gain matrix. It is obtained by means of a statistical estimation approach that combines the measurements with (i) statistical knowledge of measurement uncertainty, and (ii) prior knowledge of spatial correlation of the interference links. We assume known positions of the transmitted and received vectors and known noise vectors from which the a priori distribution of the channel gain matrix with a mean and a covariance matrix is derived. Statistical knowledge about the channel gain vector and measurement uncertainty is exploited. Given some physical-layer measurements, an ideal linear model in which the prior distribution of the interference matrix and the uncertainty distribution is Gaussian in linear scale is derived. This model relates the measurements to the channel gain vector and therefore can be used to derive an optimal linear MMSE (LMMSE) estimator for the channel gain vector. Since interference is often assumed to have a log-normal distribution, a more realistic model in which the prior path-loss distribution is log-normal and the uncertainty distribution is Gaussian in dB scale is used. In this case, the model becomes non-linear, and therefore a closed-form linearized MMSE estimator, named linearized log MMSE (LLMMSE), is derived to estimate the channel gain vector. The results presented here show how the accuracy of interference estimation obtained from the proposed MMSE Estimator is affected by two syste m parameters, namely the Reference Signal Received Power (RSRP) uncertainty à Ã†â€™ and the channel variance à Ã‚ . The performance of the MMSE is compared to the simple least squares (LS) estimator. The simulation results in Figure 2-2 show that the proposed MMSE estimator outperforms the LS estimator. The gains are large for high noise levels or when the channel variance à Ã‚  is small. The performance in low noise situations is similar to the LS performance as in such cases the solution of the MMSE estimator converges to the one of the LS estimator. Same behaviour is observed when the channel variance is high.

Elizabeth Barret Browning Essay examples -- essays research papers fc

  Ã‚  Ã‚  Ã‚  Ã‚  Elizabeth Barrett Browning was a plain woman of the Victorian Era that was most remarkably gifted. She â€Å"was destined to become known to the world†(Preston xi). Elizabeth Barrett Browning became known for her poetry, because she showed marriages were her women character were often left emotionally unstable. In her book Recollections, Browning describes what poetry means to herself. She explained that it â€Å"became a distinct object with me; an object to read, think, and live for† (Preston xii). Browning was described as a strong woman-poet who had little to no training. She came from the â€Å"Italian hills into a prim English feminine household, and inevitably assuming there that attitude of superiority to everything about her which is so contrary to that of true genius† (Oliphant 1). According to L. Roberts Steven of The Critical Survey of Poetry, â€Å"Elizabeth Barrett Browning did not think it a kindness when critics praised her as a ‘woman poet’†(397). She wanted to be known as a poet.   Ã‚  Ã‚  Ã‚  Ã‚  Browning’s main theme to her poetry was love plots, said Schneller editor of British Women Writers. The structure of Browning’s poems are unusually â€Å"centered on marriages which destroyed the woman involved†(Schneller 104). Browning’s women characters were almost always youthful, perverse, and fearless women that when â€Å"subdued into marriage†, would often take part in a â€Å"scandalous affair(s) with a robust lover†(Schneller 104). According to Schneller, the theme of love and marriage caught the eye of many readers, and made her known worldwide (104).   Ã‚  Ã‚  Ã‚  Ã‚  Browning published â€Å"The Seraphim and Other Poems† in 1838, and the critic Glenn Everett believed that this collection of poems was â€Å"the first volume of Elizabeth’s mature poetry†(Everett 1). Many critics agreed that this was the beginning of Browning’s road to success. The critic Schneller disagrees with Everett and felt that â€Å"Sonnets from the Portuguese†, â€Å"Casa Guidi Window†, â€Å"Aurora Leigh†, and â€Å"Last Poems† â€Å"represent(s) the best of Elizabeth Browning’s work†(106). The early stages of her poetry are described as â€Å"a sinewy and idiosyncratic colloquialism†, and the verse of her poem was too â€Å"sing-song and â€Å"immature†(Leighton 106).   Ã‚  Ã‚  Ã‚  Ã‚  Leighton explains how in â€Å"Sonnets from the Portuguese† Browning declares her strong emo... ...wning. Baltimore. 1988   Ã‚  Ã‚  Ã‚  Ã‚  From Book Five:[Poets and Presents Age]. Elizabeth Barrett Browning’s Criticism of Carlyle in â€Å"Aurora Leigh†. [Online] Available http://www.stg.brown.edu/projects/hypertext/landow/victorian/ebb/html (1). Hayter, Alethea. British Writers Vol. IV. Charles Scribners Sons. The British Council. 1981. (311,315). Landow, George P. Biographical Fact and Fiction in â€Å"Aurora Leigh†. [Online] Available http://www.stg.brown.edu/projects/hypertext/landow/victorianebb/ebbio.html Leighton, Angelia. British Women Writers. Chicago. Continum Publishing Co. 1989. (105-106). Oliphant, Margaret. Margaret Oliphant on E. B. Browining’s â€Å"Aurora Leigh†. [Online] Available http://www.stg.brown.edu/projects/hypertext/landow/victorian/ebb/all.html (1). Preston, Harriet W. The Complete Poetical Works of Mrs. Browning. Boston. Houghton Mifflin Company. 1900. (xi, xii, xvi). Schneller. British Women Writers. Chicago. Continum Publishing Co. 1989. (104). Scudder, Horace E. The Complete Poetical Works of Mrs. Browning. Boston. Houghton Mifflin Company. 1900. Stevens, L. Roberts. The Critical Survey of Poetry. Salem Press. Boston. 1992. (397, 399).

Freedom of Expression Must be Upheld in America Essay -- Argumentative

Freedom of Expression Must be Upheld in America It's the amendment all United States citizens know: the first. This amendment is so huge that there is even an organization dedicated to protecting the rights guaranteed by it called the American Civil Liberties Union (ACLU). Some people nowadays disagree with the idea that freedom of expression is guaranteed, believing only freedom of speech and religious practices are express rights given by the constitution in the first amendment, and that the term "freedom of expression" is too broad an interpretation. Art, clothing, and other forms a person uses to express themselves can be severely limited some people argue; however if they were to take a look at some of the important events in the world's history, they would see that people, if they are not given the right of freedom of expression, don't express their opinion in a pacifistic manner. The Vietnam War is a perfect example of this; it shows many different ways of freedom of expression and how, if suppressed, the can get ugly. For instance, when people were peacefully protesti...

Marketing – Right Choices

| Off Campus & Assignment Handling Services Division of Information Services Nathan Campus GRIFFITH UNIVERSITY QLD 4111 | ASSIGNMENT COVER SHEET Open Universities Australia | Student details| Name| Gokhan Aykut| Course| B. Comm| Unit details| Unit code| MKT 103| Unit name| Introduction To Marketing| Unit tutor| Kieth| Assessment Item details| Marketing Report| Due date| 20/02/2012| Word count| 2500| Extension granted| v? No ? Yes| Extension date| | Is this a resubmission? v? No ? Yes| Resubmission date| | ACADEMIC INTEGRITY DECLARATION Breaches of academic integrity (cheating, plagiarism, falsification of data, collusion) seriously compromise student learning, as well as the University’s assessment of the effectiveness of that learning and the academic quality of the University’s awards. All breaches of academic integrity are taken seriously and could result in penalties including failure in the course and exclusion from the University.Students should be aware that the University uses text-matching software to safeguard the quality of student learning and that your assignment will be checked using this software. I acknowledge and agree that the examiner of this assessment item may, for the purpose of marking this assessment item: 1 reproduce this assessment item and provide a copy to another Griffith staff member; and/ 2 submit this assessment item to a text-matching service. This web-based service will retain a copy of this assessment item for checking the work of other students, but will not reproduce it in any form.Examiners will only award marks for work within this assignment that is your own original work. I, hereby certify that : 1 except where I have indicated, this assignment is my own work, based on my personal study and/or research. 2 I have acknowledged all materials and sources used in the preparation of this assignment whether they be books, articles, reports, lecture notes, or any other kind of document or personal communication. 3 I have not collaborated with another student or person in planning, eveloping and writing this assessment item. 4 this assignment has not been submitted for assessment in any other course or at any other time in the same course. 5 I have not copied in part or in whole or otherwise plagiarised the work of other students and/or other persons. 6 I haven’t made this piece of work available to another student. Providing this declaration falsely is considered a breach of academic integrity. I have retained a copy of this assessment item for my own records. Date: 09/01/2012. (Gokhan Aykut) | Executive SummaryThe following report is the marketing plan for the new Nokia Lumia 910G for the global market for the financial year of 2012-2013. After many years of unsuccessful handsets which have lead to a decline in growth, this handset is designed to regain the market share globally and for Nokia to lead into a new generation of developing low cost handsets with high end features with the added benefit of showing to the world that Nokia is environmentally conscious and a proud ambassador for protecting our very fragile planet. The company’s mission statement Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† * Commitment to deliver outstanding and innovated products to our customers. We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaining our strong relationship our aim is to become once again the number one handset manufacture globally.The marketing plan will focus on the smartphone and the current line of smartphones that Nokia has introduced, it will outlined the detailed of the current promotion and marketing campaigns used and how it could further better those campaigns. The target market that this handset will be focused on is generation Z in particular, 15-22 year old males and females. This generation is the trend setters of today and are ‘digital natives’, it will also analyse relevant factors with the company including, competitors, customers and SWOT analysis.Table Of Contents Executive Summary†¦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‚¬ ¦.. 2 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‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Situation Analysis†¦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‚¬ ¦. 5 Macro Environment†¦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‚¬ ¦.. 6 Political Legal Environment†¦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‚¬ ¦ 7 Technology†¦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‚¬ ¦. 7-8 Competitor Analysis†¦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‚¬ ¦. 8-9 Consumer Analysis†¦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‚¬ ¦ 9-10 Internal Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦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‚¬ ¦. 11 Sales Market Share†¦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‚¬ ¦ 11 Brand Awareness†¦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‚¬ ¦. 1 Promotional And Marketing†¦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‚¬ ¦.. 11-12 SWOT Analysis†¦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‚¬ ¦. 13-14 Objectives†¦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‚¬ ¦.. 15 Target Market†¦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‚¬ ¦. 16 Positioning Map†¦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‚¬ ¦. 17 Marketing Mix Strategies†¦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‚¬ ¦.. 18-20 Evaluation†¦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‚¬ ¦.. 21 Implementation†¦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‚¬ ¦.. 22 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‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 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‚¬ ¦. 24 Introduction Nokia was first established in 1865 on the banks of Nokianvitra River in Finland by Fredrick Idestam.He would set up a wood pulp mill and produced paper, the original form of communication. It was later on were a merger took place with Finnish Rubber Works and Finnish Cable Works that gave birth to Nokia Corporation in 1965. The name of Nokia would be growing at a rapid rate, and eventually the company would be a major player for 31 network operators around the world. Nokia initially targeted low income people and first time mobile buyers, with the introduction of the 1100 series. Today the company has grown into the largest manufacturer and distributor of mobile phones.With the introduction of OVI (internet services for the Nokia Brand) in 2007, Nokia has now become a major player in the smart phone industry, and with its newly formed alliance with Microsoft Corporation and Windows Mobile, the sky is the limit for this iconic brand. Situational Analysis The major mobile handset suppliers in Australia now include brands such as Nokia, Sony Ericsson, Samsung, LG, Motorola, Sonim, HTC, Palm, Blackberry, Garmin Asus, Alcatel and Apple iPhone. The cost has gone from over $5000 in 1981 (in car system) to Telstra’s cheapest model available today at $35.Mobile coverage, customers and functionality has changed dramatically over 30 years and together with the Internet, social media and affordability; mobil e communication has permanently changed the way in which people live and work. There are now an estimated 22 million mobile phone services in Australia as at 2011. (Budde. com, 2011). The mobile phone market in Australia is highly competitive in terms of both service and phone suppliers. In the area of service providers the dominant player is Telstra, although with a policy of competition, other organisations are developing strong competitive positions.Pre-paid and post paid plans also form a basis for competition between providers. The chart below provides an insight into both service providers and types of service in 2008. Item 3 on the chart includes â€Å"other† suppliers. Source: Mobility Magazine (2011) 10 (3). The Finnish Nokia Brand remains the world’s largest mobile phone producer; although its market share has dropped to 23. 9 percent (from 28. 2 percent last year), and Samsung, LG and Apple are showing strong growth. (IBT March 24 2011). Macroenvironment Eco nomic Environment Economic conditions affect the way in which consumers spend.They also affect the way in which companies spend on such things as product development, range and inventory of stock. The present world economic crisis in Europe has had an influence on both consumers and manufacturers. Global sales of all mobile phones showed a growth rate of 5. 6 percent in the third quarter (2011) compared to 16. 5 percent in the previous quarter. Global sales of Smartphones were also down from 74 percent growth to 42 percent in the third quarter whilst inventories have grown by 20 million phones during the same period. MobiThinking, 2011). Australia has shown better economic performance than that of most other countries, but this too is dependent on factors outside of its’ control. Given that the major manufacturers of mobile technology are multi-nationals, they will feel the effect of any economic downturn, which may also then be seen here. Consumers have shown reluctance worl dwide to purchase new phones during the European credit crisis, although this may be mitigated by consumers waiting for new flagship devices to be released. Gartner, 2011). Even if Australia is insulated from the full effects of a major economic downturn in the near future, it is likely to affect the purchasing intentions of the mobile phone market Political Legal Environment The telecommunications market is important to the domestic economy and as such is subject to political and legal constraints. Politics has led to opening the market to competition, and it is maintaining and strengthening competitive forces.In terms of service providers, they have to operate within a legal framework that is subject to political influence and overseen by such bodies as the Australian Competition and Consumer Council (ACCC) in accordance with Fair Trade and Trade Practices Acts. There is also protection of intellectual property, as well as trademark/design and brand protection in Australia that co mpanies have to consider when marketing their goods and services. Technology Technology has been an essential driver of the mobile phone market for both carriers and handset providers.The original AMPS (Advanced Mobile Phone System) was launched in 1987 and provided an analogue or 1G service and by 1989 had 100,000 subscribers. In 1992, both Optus and Vodafone were licensed and the number of subscribers reached 500,000. In 1993 Telstra launched its new 2G network, and by 1996 there were over one million digital subscribers and 2. 5 million analogue users. Four years later the AMPS service ceased, however, by 2003 the first 3G network together with the Nokia e606 mobile phone allowed for both video calls and high-speed Internet access.By 2005 half the Australian population had a mobile phone, and at present (2011) there are more subscribers than people in Australia. (ActewAGL, 2009). In each stage of development carriers and phone manufacturers worked together to increase the range a nd variety of applications that could be performed by mobile devices, culminating with the issue of the Apple 4 iPhone in 2011. Ongoing development includes Apple’s new battery solution (Hydrogen Cell) that could power the iPhone for ‘weeks’ (AEDT, 2011).The different architecture or platforms used and being developed for the smartphone market will provide both marketing and technology-related opportunities. Operating Systems (OS) such as Palm and BlackBerry, Symbian and Windows Mobile, are all likely to increase competition and consumer choice in the market. Competitor Analysis: Both carriers and retailers/manufacturers operate in a dynamic and highly competitive market. There is a plethora of â€Å"deals† in the marketplace covering both service providers and retailers. Continual new product innovations have put pressure on companies to innovate or lose market share.For example, the Apple iPhone radically changed the product landscape realising phenomena l growth since its release in 2007. (Australian IT, 2011) The introduction of competing phones and platforms that offer advantages peculiar to an individual system is likely to fuel a continuation of the current technological â€Å"war†, which, combined with aggressive marketing from all the major suppliers, makes for an evolving and unpredictable mobile phone market. Mobile phone marketing strategies are aimed at both the business-to-business (B2B) market and the business to consumer market (B2C).Some of the strategies used include; multiple pricing (B2B) as in supplying all the phones for a specific company (eg. Origon Energy), bundling, where the phone and plan form the purchase and provide value for the bundle for both business and consumer markets, two for one deals, free talk time, (for a specified value above that which is paid for in the mobile phone plan), and many more. Customer/Consumer Analysis Customers can be classified in terms of business and non-business. The business sector is more rational, value driven and information hungry. Business customers will adopt a structured approach to analysing costs and, n the main, make choices based on full information. Consumers as individuals constitute a different market, with different needs and associated motivations. From the very beginning mobile phones were seen as status symbols, owning one increased one’s social standing and position. This still remains a key driver for innovators who will purchase new and improved phones as soon as they are available, and bask in their (perceived) increased social standing or â€Å"Street Cred†. Mobile phones have had a symbiotic relationship with social media such as Facebook and Twitter.One has supplied the other with the means to expand and capture a huge consumer audience. As such there has been considerable research conducted into other motivations, needs, and influences that affect the interface of mobile phones and social media. (Lenhart , 2009). For instance, Telstra has released consumer research showing how Australians use their mobiles to connect. It found:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   * 50 percent of Australians feel panic stricken within five minutes when they think they have lost their mobile phone; 25 percent panic after less than a minute. Nearly one third of Generation Y consumers check their mobile phones in the mornings before they use the bathroom, have breakfast, or go online. * Nearly half of Australians rank mobile phones as the innovation they value the most, more than the desktop computer to laptop and the oven to microwave. (SMH, 2011). Mobile phones are an integral part of a consumer’s life affecting the ways in which they conduct business and leisure activities. With the introduction of the Smart Phones, consumers now have the capacity to interact with one another in ways that have completely and radically changed the marketing landscape.Apart from using app lications for shopping online or as a means of supplementing high street purchases) they can now join communities and share opinions about goods and services that are really empowering them in the consumer decision-making process. Internal Environment Sales And Market Share The global mobile phone market is extremely competitive in terms of manufactures. In 2007 Nokia was number one handset manufacture, with a global market share of 38 percent, and estimated sales of â‚ ¬32 billion. Five years later, Nokia finds themselves losing their crown as number one handset anufacture to its long time completive rival, Samsung Electronics. Nokia’s market share has slumped to only 19. 8 percent in the handset market, which works out to be a 52. 1 percent decline from 2007. Nokia has just released its fiscal Q2 2012 financials. It’s reported â‚ ¬7. 5 billion in net sales, a slight increase from the â‚ ¬7. 4 billion last quarter. Net sales are down by five percent, and the operating loss is almost twice the value it was last quarter: â‚ ¬826 million compared to â‚ ¬487 million a year ago. Brand Awareness Nokia has built a reputation on being one of the world’s number one handset manufactures.Nokia initially targeted low income earners and first time mobile phone owners, but since has grown into a leading and innovating smart phone supplier to the world. The brand’s mission statement is heavily focused around communication. â€Å"Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† Nokia’s brand is built around friendship, trust and customer loyalty. Building friendship and trust is at the heart of the brand, and this is visual communicated to customers by two hands shaking.Promotion And Marketing Currently Nokia is heavily promoting there Lumia family of Windows Phones on a massive global s cale. These include 4D projections and live music events. Along with Nokia pushing heavily the Lumia range, Microsoft has jumped on board and pushing hard with carries around the world to promote the Windows based handset, this is done with the â€Å"Smoked by Windows Phone† campaign. This camping was based around simply a bet where people would win a $100 if their non-Windows phones is quicker than the Lumia handset running the Windows Phone software.According to Nokia Australia's head of marketing, Jolaine Boyd, â€Å"This new brand proposition and campaign signals a new Nokia – a company that is thinking and doing things differently. Our aim is to fundamentally shift consumer perceptions and educate them about Nokia's new smartphone range. We want to put Nokia firmly in the consideration set and make the brand relevant again. † This current camping focuses, on Nokia’s global brand positioning and promoting â€Å"Amazing Everyday† which is heavil y focused around portraying the amazing thing we do as humans every day with a massive focus on social media and the youth of today.There are three core elements within this camping and they are, out of home, TV and digital. Boyd added, Australia has the highest smartphone penetration in the world at 37 per cent. The rise of smartphones is dramatically increasing the use of the internet overall in Australia. With this in mind the â€Å"Amazing Everyday† campaign, the current advertisement of the new Lumia range capitalises on these aspects, with bright and bold colours with simple statements. Some of these advertisements are below. SWOT Analysis Strengths Nokia incorporated has a rich history and a wealth of experience which spans well over a 100 years.The company has one of the largest networks of distribution and selling partners in the world. Currently Nokia has one of the largest R;D departments in the world, which has a strong financial backing with over 1. 4 billion USD which allows Nokia to keep producing new and revolutionary products for its customers. Nokia produces many different handsets for different people for their day to day use and pride themselves on building relationships and sustaining them. The build quality of Nokia handsets are at world class levels, which gives to a much higher resale value than its competitors.Weakness Nokia is a well-established company with many strengths, but is main strength has also turned out to be its biggest weakness. The handset giant unfortunately did not move along with the technological move that sweep through right after the turn of the millennium. With the introduction of the iPhone, the handset giant was consistently producing the same type of phone but with a different designs and still asking customer to pay premium prices. The handsets that were being produced were overpriced and customers wanted more from their Nokia’s.Customers became app crazy and with the introduction of social media on the go, Nokia was lagging behind. Bold moves by Nokia gave birth to the NGAGE, a portable gaming console. The handset was designed to make phone calls, send text and surf the web with the added advantage of being able to play your favorite â€Å"retro† on the go. The concept was great but unfortunately this radical all in one device was not accepted by the market, customers still prefer the iPhone. This then gave birth to the N97 a poorly created handset which was very clumsy and had outdated software. OpportunitiesThere are many opportunities at present for Nokia. One of these opportunities is for the company to enter new growing markets, such as the Indian market. â€Å"By entering a newly developing market it has an opportunity to increase its sales as well as the overall global market share. As the standard of living in India has increased so has the purchasing power of the people. By targeting the market at the right time Nokia can gain the most out of this situatio n†( Nokia SWOT Analysis). Nokia has been a leading the way for many years with its well-designed handsets, these designs have gave birth to other handsets such as the iPhone.With the addition of Cal Zeiss to the portfolio, Nokia now has outstanding cameras on their handsets as well. Threats Nokia has many competitors in the market that it must attach to maintain its position as the market leader. The threats are emerging handset manufactures in the market. Companies like Motorola, Sony, LG mobile, Apple and HTC. The manufactures are providing equal or better products and presenting to be tough competition for Nokia in the global market. These threats can be providing cheap phones, new features, new style/types, and premium after sales service.So the growing competition has created an uphill battle for Nokia. With global economic downfall Nokia has to produced premium quality handsets at competitive prices, if this issue is not tackled head on it could create greater problems f or Nokia in the future. Objectives Mission Statement â€Å"Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† * Commitment to deliver outstanding and innovated products to our customers.We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaining our strong relationship our aim is to become once again the number one handset manufacture globally. Marketing Objectives * Increase sales by 10% within one year. Use innovative technologies, such as Nokia Kinetic a world first flexible LCD, the introduction of WP8 handsets, to increase our target audience's awareness to illustrate our competitive advantages. Refine current products. Improve current products to reach new markets based on unmet consumer needs. Sales Objecti ves * To achieve sales on 10,000 units per quarter across every carrier and to have net sales exceed $100,000 per month. * To gain 15 per cent of the total Australian market share with WP7 handsets and to achieve globally 30 per cent. Total marketing budget for WP7 handsets in 20 per cent. Target Market Primary Market 15-22 year old males and females, or better known as generation Z.Most members of this generation have spent their entire lives on the World Wide Web. Generation Z are a highly connected into technology – they are the trend setter. The generation has spent their whole lives around technology and new forms of communications, such as the World Wide Web, instant messaging, texting, iPods, mobile phones, Facebook, twitter and YouTube, giving them the new name of â€Å"digital natives†. These trend setters are no longer using the internet on their PC’s but rather it is on the go and carried in their pockets on their mobile phones.This generation is tren d setting however very lazy; they want something that is easy to use out of the box with no hassles. Market Positioning Nokia’s brand positioning should differentiate itself from the past. In the past Nokia handset was specially designed for low end users, while the N series was aimed at trend setters, it lacked substance and failed to capture the digital natives. With handsets that were out shadowed by the iPhone, Nokia quickly lost its majority market share. Nokia has to aggressively attack the smartphone market by specifically targeting the trend setters of today.The trend setters of today are driven by technology and want handsets that are easy to use, they are heavily driven by social media, and their social status is of the highest priority. The key strategy is to maintain its leadership and lower prices on smartphones while providing high end products for the masses. Positioning Map Innovation Samsung Samsung Nokia Nokia Future Positioning Future Positioning Apple Appl e Sony Sony Nokia Nokia Current Positioningnt Positioning Positioning Current Positioningnt Positioning Positioning High Price High Price Low Price Low Price LG Mobile LG MobileCompetitiveness Marketing Mix Strategies Product According to O’Connor ,B (2000) A well-thought-out marketing plan can give you the ability to exploit your competitors' weaknesses, adjust to any new competition, expand your service capabilities, strengthen customer relationships and minimize sales volume fluctuations. It will also help eliminate unproductive promotions and enable you to create and control the specific image you want to project. To have an impact on the market, Nokia needs a blockbuster – a single, stunning smartphone that puts the company back on the map alongside with Windows Phone.Windows Phone 8 has a lot of interest from various carriers, by taking advantage of all this, the company can get its groove back. The handset must be simple to use, jam packed with technology while upholding two key fundamental features – social media and easy to use. Nokia introduced a whole line accessories free of PVC, keeping in touch with this green aspect already adopted by Nokia, the Lumia 910G will have a specially designed solar panel will built into the back of the handset, as part of the battery cover.Ten minutes of sun exposure will get you three minutes of talk time and the phone's casing will be made entirely from recycled plastic water bottles. Other key features are, quad core processing power, 12 mega pixel camera with Carl Zies lens, Nokia flexible AMOLED screen. 4. 7 inch 4. 7 inch Solar Panel Solar Panel Recycled Materials Recycled Materials Place/Distribution Having already established a channel of distribution partners globally, the handset will be available through all major vendors globally as well as to be purchased through online vendors such amazon and Nokia online.The opportunity exists to expand through existing areas, but with heavy focus o n the Nokia online store. This channel present great opportunity as there is no overheads. Price Price for this handset is directly set against competitors like the Apple IPhone 4s and Samsung Galaxy S3. The handsets’ being manufactures offshore in China and allows entry into the market at $350 per unit. The pricing strategy is very aggressive, keeping in line with the market audience the handset is directed at.This handset will be the first smartphone with high end features for very low costs. Being of all recycled plastic design allows maximum build quality with minimum costs. Promotions The use of viral marketing is the quickest way to get the word out about the new handset, as the use of social networks will spread the message quicker. According to Berkowtiz, D (2010) blogs and social media can be useful for establishing direct communication between marketers and consumers, and they can contribute to establishing a larger share of voice in search engine results.One such e xample of this is the ‘Best job in the world campaign’ that involved getting a job in the topical islands of the great barrier reef. The campaign had generated so much interested that the publicity around it was worth well over $150 million and in the process highlighted Queensland as an ideally holiday destination. By heavily promoting the Smoked by Windows Phone† campaign, over social media sites, the word of the Lumia 910G will spread. Evaluation According to Harris, A (2010), there is a lack of strategy for using these new social media tools.It is often viewed as a technology issue, not a communications tool. Improving brand awareness and exposure involves creating an online presence, delivering key messages to a target audience and then building relationships with potential customers. Social media allows for these behaviors, as well as enhancing a company’s credibility. Social media is fairly new components to marketing, this type of marketing involve a company interested in increasing brand awareness and exposure to new and existing customers.By gaining the trust and respect of potential customers through frequent, but informal postings public relations teams may then assess the results of the marketing campaign. Although posting cannot be quantitatively measured, it can eventually lead to sales. According to Connor, A (2010) public relations professionals must develop creative strategies for linking online community participation to direct revenue. The interested fans having these conversations may be more inclined to purchase from their online friend than someone else.The will give an indication into measuring the sales volumes achieved through social media. From here, Nokia can determine if social medial marketing is worth the time that has been invested into. Implementation Conclusion This report sets out the marketing plan for the new Nokia Lumia 910G. The handset is made from recyclable plastic water bottles and sports a s olar panel on the back for additional power for the handset. It is a leading and innovating handset with superior features at the fraction of the price of its competitors.The handset is specifically aimed at the trend setters of today, the ‘digital natives’ The sales objectives is to achieve 10,000 units per quarter and to achieve a sales revenue of $100,000 per month. Back boning on the currently successful promotion ‘Smoked By A Windows Phone’ campaign and the use of social media the aim is to regain the majority of the globally market share and to become the number one handset manufacture in the world. Reference Berkowitz, David Social Marketing Advertising Age 81:8 (Feb 22,2010):54 Connor, Angela. Market With Social Media 21 Dec. 2009: Research Library, ProQuest.Web. 21 Feb. 2010. Harris, Angela. Does Social WORK? Measuring Community Effectiveness. EContent 1 Jan. 2010: Research Library, ProQuest. Web. 22 Feb. 2010 O’Connor, Bob Motor 193. 3 (Mar 2000): p71-74 http://www. authorstream. com/Presentation/sanju152k-262736-nokia-final-education-ppt-powerpoint/ http://www. campaignbrief. com/2012/03/version10-starthtml0000000149-190. html http://www. informationweek. com/news/mobility/smart_phones/232901759 http://www. marketing91. com/swot-nokia/ http://www. moyeamedia. com/blog/? p=2361 http://techland. time. com/2012/07/20/lets-be-realistic-about-nokias-chances/

Survival of the Fittest

extract of the Fittest His sweaty palms clutch a few coins. The good deal line buy the farms forward. Ticket paid for, a quick glance to the back of the passenger vehicle. They wait, aliment off his panic and agony as he walks to his seat. Fiona Dove investigates teen struting. excerption of the fittest has been a nonion well real by edict when applied to animals. The unbend fitted and the weak difference of opinion it divulge to discover who bequeath be supreme. Does this theory halt to street fighter behaviour? If deuce-ace-quarters of Australian househ go throughs gain at least whiz some champion affected by hector atomic number 18 our children fighting a battle, which ordain localize how they conduct their lives?The Education of Queensland Child apology Act defines push around as The twist around of power with the intention of causing hurt to other someone(s) Bullying is a insalubrious weed within rescript. Research shows that children who ruffi an at a preteen board catch a higher pretend of practiseting felonies as an adult and becoming a criminal. Indeed victims of blustery micturate undergo psychological dam eld so stern it lead to suicide. Chanelle Rae was fourth scholar from westbound Height College in Geelong, Victoria to turn over suicide in a quint-month period. Chanelle was a zealous supporter of the Geelong cats.Her idol Corey Enright a cats team member was p separatelybe atomic number 18r at her funeral. However on the 17th of July in 2009 Chanelle committed suicide afterward(prenominal) a brutal cyber struting attack. pic Its natural, so whats wrong with this Picture? With technology unceasingly advancing this generation has much more than choice in torturous devices than 20 years ago. Mobile phones, Internet tangible violence and smear campaigns atomic number 18 every last(predicate) weapons in a bullys arsenal. With all this at a bullys disposal victims are in a constant state of horr or unsure as to which direction the transposition will come from.Television programmes prophesy that only those who fit the stereotype of a Nerd are bullied in society the reality is that a bully scum bag target anyone. Insecurities, fear and jealousy are the underlying emotions that bullies deal with by frighten and antagonizing others. As a consequence of y exposeh people beingnessness herded together for lengthened periods of time, the instinct to overpower and bully others is natural. As caregivers we should be asking ourselves whether bubble wrapper and shrouding children from the public domain mean that they shoot insufficiently developed social skills? ar we, ironically, making children revert back to the battle for supremacy? With one in v assimilators having been harassed at check and at least one in triplet children bullied almost daily, only a mug would say that blusterous in naturalises is a minor problem. Bullying will forever be a part of civilize co ating, agrees Alison Heder a naturalise bus driver. To mixed bag the hector finish children need to be t experient from a very teenaged get along that telling a trusted adult, whether it whitethorn be a school counselor-at-law or a parent in OK and non tattle-telling. Rather than being sheltering children should be protrude learning how to be confine. or else of being thrown straight into the sharks at the get on with of six when school starts, the passageway from home to school would be slight of an ordeal for children if the basic foundations of good conference were already in place. Queensland Government section of Education and Training, Code of coach behaviour requires that schools provide a safe and accessory learning environment. When asked ab break through her thoughts on this in regards to the current bullying issues Alison exclaimed Its not the schools fault Parents need to t from each one their children pleasant behaviour through exampleStudies seduce shown that with effective confabulation between the school and home in most cases is equal to(p) to stop the bully and help the students conk out forward. On the other hand when the student is too afraid to reach out for help the result lavatory be fatal. On the 15th of February 2010 a young boy encountered a terrible fate. Elliot Fletcher, at just 12 years old was stabbed in the chest. This story was met with shock Australia liberal as the reality of bullying in schools was realised. The well-established Catholic school, St. Patricks College, recorded 380 absences out of 1100 after the novels of Elliots discharge had spread.The reputation of all Private schools was provided tarnished as several more lashing attacks were reported. Parents are now questioning how the establishment is handling the bullying epidemic. Alison Heder concurred that the giving medications current handle on the bullying situation is as ineffectual as it is inadequate. Whilst bullying whitethorn ne ver be truly eliminated from society the aim of bracing bullying campaigns is to inform the victims of bullies of the various resources each school has to help them stop the bullying and move on from the traumatic experiences.Hotheaded, masher and ungovernable dread, panic, terror from covert and pernicious to openly ridiculing. Natural or not, bullying is not something to be pushed away to the sides where it festers and thrives. The culture of society must first heighten if we are to eradicate this practice. Bibliography Personal query Heder, Alison. 1961. Working. Local indoctrinate Bus Driver, interviewed nineteenth February 2010. Newspaper Articles Tomazin, Farrah. 3/4 of Australian Households have at least one Person who has been Bullied, The Age, twentieth March 2010. Ironside, Robyn.Vogler, Sarah. Boy, 12, dies after being stabbed at St. Patricks College Shorncliffe, The courier Mail, twentieth March 2010. Scott, Edwina. Hundreds Gather for self-destruction Teens Fun eral, The courier Mail, twentieth March 2010. Chilcott, Tanya. School Bullying disconcert Three Children a Class Bullied routine, The Courier Mail, twentieth March 2010. Ironside, Robyn. Chilcott, Tanya. Pupils dispute with Heartbreak after Boy Stabbed to cobblers last in Brisbane School, The Herald Sun, 20th March 2010. Websites anon. 2000. Code of School demeanour. http//education. ld. gov. au/studentservices/behaviour/bm-codebehav. html. (Accessed 20th March. 2010) unidentified 2007. Child bulwark Act 1999. http//www. childsaftey. qld. gov. au/legislation/child-protection/child-protection-act-1999. html. (Accessed 20th March. 2010) Field, Evelyn. 2003. Bully Blocking. www. bullying. com. au/school-bullying/. (Accessed 21st March 2010) Children are panic-struck to go to the school guidance counselor-at-law because they are afraid that the bully will find out theyve been tattle-telling, tells Alison Heder survival of the fittest of the Fittestsurvival of the Fittest His sweaty palms clutch a few coins. The bus line moves forward. Ticket paid for, a quick glance to the back of the bus. They wait, nutriment off his panic and distress as he walks to his seat. Fiona Dove investigates teen bullying. Survival of the fittest has been a notion well authoritative by society when applied to animals. The fuddled and the weak battle it out to look on who will be supreme. Does this theory bind to bully behaviour? If three-quarters of Australian households have at least one person affected by bullying are our children fighting a battle, which will correspond how they conduct their lives?The Education of Queensland Child Protection Act defines bullying as The maltreatment of power with the intention of causing distress to other person(s) Bullying is a deplorable weed within society. Research shows that children who bully at a young age have a higher luck of committing felonies as an adult and becoming a criminal. Indeed victims of bullying have exper ienced psychological damage so foul it lead to suicide. Chanelle Rae was fourth student from westerly Height College in Geelong, Victoria to commit suicide in a five-month period. Chanelle was a zealous supporter of the Geelong cats.Her idol Corey Enright a cats team member was pallbearer at her funeral. However on the 17th of July in 2009 Chanelle committed suicide after a brutal cyber bullying attack. pic Its natural, so whats wrong with this Picture? With technology ever advancing this generation has much more choice in torturous devices than 20 years ago. Mobile phones, Internet physiological violence and smear campaigns are all weapons in a bullys arsenal. With all this at a bullys disposal victims are in a constant state of trepidation unsure as to which direction the louse up will come from.Television programmes urge that only those who fit the stereotype of a Nerd are bullied in society the reality is that a bully can target anyone. Insecurities, fear and jealousy are the underlying emotions that bullies deal with by intimidate and antagonizing others. As a consequence of young people being herded together for wide periods of time, the instinct to overpower and bully others is natural. As caregivers we should be asking ourselves whether bubble peignoir and shrouding children from the public domain mean that they have insufficiently developed social skills? are we, ironically, making children revert back to the battle for supremacy? With one in five students having been harassed at school and at least one in three children bullied almost daily, only a fritter away would say that bullying in schools is a minor problem. Bullying will everlastingly be a part of school culture, agrees Alison Heder a school bus driver. To counter lurch the bullying culture children need to be told from a very young age that telling a trusted adult, whether it may be a school counsel or a parent in OK and not tattle-telling. Rather than being sheltering childre n should be out learning how to behave. sort of of being thrown straight into the sharks at the age of six when school starts, the mutation from home to school would be slight of an ordeal for children if the basic foundations of good communication were already in place. Queensland Government discussion section of Education and Training, Code of School Behaviour requires that schools provide a safe and supporting learning environment. When asked about her thoughts on this in regards to the current bullying issues Alison exclaimed Its not the schools fault Parents need to teach their children agreeable behaviour through exampleStudies have shown that with effective communication between the school and home in most cases is able to stop the bully and help the students move forward. On the other hand when the student is too afraid to reach out for help the result can be fatal. On the 15th of February 2010 a young boy encountered a terrible fate. Elliot Fletcher, at just 12 years o ld was stabbed in the chest. This story was met with shock Australia wide as the reality of bullying in schools was realised. The well-established Catholic school, St. Patricks College, recorded 380 absences out of 1100 after the news of Elliots extremely had spread.The reputation of all Private schools was save tarnished as several more violent attacks were reported. Parents are now questioning how the government is handling the bullying epidemic. Alison Heder concurred that the governments current handle on the bullying situation is as ineffectual as it is inadequate. Whilst bullying may never be truly eliminated from society the aim of new bullying campaigns is to inform the victims of bullies of the various resources each school has to help them stop the bullying and move on from the traumatic experiences.Hotheaded, fell and ungovernable dread, panic, terror from covert and cunning to openly ridiculing. Natural or not, bullying is not something to be pushed away to the side s where it festers and thrives. The culture of society must first change if we are to eradicate this practice. Bibliography Personal interrogate Heder, Alison. 1961. Working. Local School Bus Driver, interviewed nineteenth February 2010. Newspaper Articles Tomazin, Farrah. 3/4 of Australian Households have at least one Person who has been Bullied, The Age, 20th March 2010. Ironside, Robyn.Vogler, Sarah. Boy, 12, dies after being stabbed at St. Patricks College Shorncliffe, The Courier Mail, 20th March 2010. Scott, Edwina. Hundreds Gather for felo-de-se Teens Funeral, The Courier Mail, 20th March 2010. Chilcott, Tanya. School Bullying violate Three Children a Class Bullied casual, The Courier Mail, 20th March 2010. Ironside, Robyn. Chilcott, Tanya. Pupils try with Heartbreak after Boy Stabbed to goal in Brisbane School, The Herald Sun, 20th March 2010. Websites Anon. 2000. Code of School Behaviour. http//education. ld. gov. au/studentservices/behaviour/bm-codebehav. html. (Accessed 20th March. 2010) Anon. 2007. Child Protection Act 1999. http//www. childsaftey. qld. gov. au/legislation/child-protection/child-protection-act-1999. html. (Accessed 20th March. 2010) Field, Evelyn. 2003. Bully Blocking. www. bullying. com. au/school-bullying/. (Accessed 21st March 2010) Children are terrorize to go to the school guidance counsellor because they are afraid that the bully will find out theyve been tattle-telling, tells Alison Heder

Financial Reporting HSBC Bank Essay

HSBC brim is a branch of HSBC Holdings plc and has its provide based in London. The desire provides a wide-eyed range of pecuniary products and operate to individuals, g ein truthplacenments, non-governmental organizations and companies. It provides margeing products and services in the domestic as well as the international securities industry (Gianaris, 2001). HSBC group of argots is one of the organizations of its kind that offers the largest confideing and fiscal services all over the world. The follow has 8,500 offices in 86 countries and territories in Europe, Hong Kong, Asia, in-between East, North America and Latin America.The attach to has been listed in the stock exchange marketplaces of London, Hong Kong, fresh York, Paris, and Bermuda (Jao, 2001). The bon ton has about 220,000 sh atomic number 18holders in 119 countries and territories. The beau monde provides a wide range of products to its over one hundred million customers. The alliance has four catego ries of customer groups and businesses Personal fiscal Services, Commercial Banking, ball-shaped Banking and market places and private Banking (Gardener & Versluijs, 2001). fiscal reporting is the process of compiling the chunk records of the fiscal activities of an organization or an individual.It involves preparing the monetary maintainments of a ships conjunction. The organization aims at purpose out its monetary position in the short run or in the long run period. The HSBC brink prep bes its pecuniary reports harmonise to the generally accepted news report principles of Canada (Mcmenamin, 1999). fiscal account History The companion prep atomic number 18s fiscal reports annually, semi-annually and buttocksly. The beau monde files slowdown reports subsequently every three or sestet months, that is, semi annual and quarterly monetary reports.These reports reveal the pecuniary performance of the company for the stipulated period of time (Das, 2004). The compan ies linked with HSBC desire are required to prepare semi-annual reports. On the resistent hand, quarterly reports are non compulsory for all countries. Regulations regarding the format of temporary reports differ in each country. The meanwhile reports may be short or long depending with the country. The date for file the stave reports excessively vary with the different countries (Pietrobelli, Ffrench-Davis, Zamagni, & Ocampo, 2000).The accountancy of preparing interim reports by the believe brook be traced back to the mid-year of 2002. The quarterly reports started universe in operation with the first quarter of year 2003. The monetary reports are necessity to the researchers and that is why the company requires adequate filing of all financial masterys of the bank (Mcmenamin, 1999). The company maintains timely preparation of its financial reports. It uses weather vane crawler technology to track and update the financial records. The system of preparing financial reports is very functional since it uses PDF format.This computer program allows the documents to be searched easily and can be copied into other documents to a greater extent easily. The size of the PDF documents allows them to be downloaded more easily. The financial reports are presented in full-color indigenous PDF for ease in reading them. The interim reports are easily obtained through the Global Reports Library on Research and Markets (Pietrobelli, Ffrench-Davis, Zamagni, & Ocampo, 2000). The news report policies of the HSBC bank comply with the International monetary Reporting Standards.The interim consolidated financial statements are prepared according to IAS 34, according to International Accounting Standards Board (IASB) and the European Union (EU) (Das, 2004). The bank has aban dod the IAS 32 since March 2009 since this standard required the bank to offer its shareholders rights so that they could be identify as derivative financial financial obligation. This was d one to ensure that the reports presented position of the bank as being true and sporting, too, to ensure that the reports face a true and carnival suck of the as plants, liabilities, financial position and profit or loss of the company (Jao, 2001).The International pecuniary Reporting Standards (IFRSs) endorsed by the IASB may differ with those endorsed by the EU. But recently on that point guard been no amendments on the standards endorsed by IFRS and those endorsed by the EU. The IFRSs make up the standards provided by IASB and the interpretations provided by International pecuniary Reporting Interpretations Committee (IFRIC). The interim consolidated financial statements moldiness include comparative teaching. This is a requirement by the IAS 34, UK Disclosure and transparency Rules and the Hong Kong listing rules (Gianaris, 2001).Estimates and assumptions about the future state of financial affairs are employ when preparing financial information. The estimates are pr epared from the information on hand(predicate) as well as use of judgment of the people preparing them. However, the existing results might be different from the estimates in the future (Pietrobelli, Ffrench-Davis, Zamagni, & Ocampo, 2000). The interim consolidated financial statements of the bank consolidate the financial statements of HSBC Holdings and its subsidiaries. The company adopts the revised and amended standards of IASB and endorsed by the EU.The operation of the revised standards is done as per the attainment date of the business or aft(prenominal) the beginning of the first annual financial period of the year (Pietrobelli, Ffrench-Davis, Zamagni, & Ocampo, 2000). Accounting Policies pursual income and expense- This refers to all financial instruments except for those sort as held for barter or designated at fair value in the income statement using the effective interest method. with the effective interest method, the financial liability is calculated and inter est income is al hardened over the germane(predicate) period (Gianaris, 2001).Non-interest income- This comprises the Net trading income which is quiet of all gains and losses from changes in the fair value of financial assets and financial liabilities held for trading as well as the cogitate interest income, expense and dividends. Net income from financial instruments designated at fair value and dividend income also comprises the non interest income (Jao, 2001). Segment reporting- The HSBC holdings action its businesses in several(prenominal) countries and offer a wide range of consumer products. Segment income and expenses must be transferred accordingly.Gains and losses for each segment must be accounted for separately so as to achieve the profitability of each (Das, 2004). termination of fair value. Fair value of financial liabilities is determined using the quoted market prices where available or using valuation techniques. The fair values include assessment of market par ticipant concerning the appropriate credit mobilize to apply to the liabilities of the company (Gianaris, 2001). Loans and advances to banks and customers- These include loans and advances initiated by HSBC which are not grouped as either held for trading or designated at fair value.Loans and advances are recognise when silver is advanced to borrowers (Gardener, & Versluijs, 2001). Impairment of loans and advances. Losses for impair loans are recognized when there is accusatory evidence that the loans have been impaired. Impaired loans are recorded as charges to the income statement. Losses evaluate from future events are not recognized (Jao, 2001). bodied Governance Analysis The bank has established commitments to maintain high standards of corporate governance. Over the last financial year, the bank has maintained conformation with the Combined scratch on corporate Governance released by the Financial Reporting Council.It has also complied with the inscribe on Corporat e Governance Practices in Appendix 14 to the Rules Governing the listing of Securities on The Stock Exchange of Hong Kong moderate (Pietrobelli, Ffrench-Davis, Zamagni, & Ocampo, 2000). The take awayment of HSBC bank has appointed several committees to deal with several corporate activities of the bank. The card committees consist of directors, group managing directors and co-opted non-director members. The principal committees are Group Management Board, Group analyze Committee, Remuneration Committee, Nomination Committee and Corporate Sustainability Committee (Das, 2004).The directors have the duty to conduct native fit within the bank. They also review how effective the internal control system is operating. Controls have been designed to precaution assets from unauthorized use and disposal. These controls ensure that square-toed financial accounts are maintained and that the financial information contained in the records is reliable. The system of internal control is de signed to prevent frauds, errors, fabric misstatement or losses in the business.The system also ensures compliance with rules set up by the Financial Services Authority, which is the frame which regulates the activities of HSBC (Jao, 2001). in that location are corporate policies to guard duty the bank against operational and Reputational risks. The bank has set up procedures to ensure that the risks are minimized. These risks are concerned with the issues relating to the environment, social and governance activities. The bank follows guidelines provided by the Association of British insurers concerning the outflank response to the issues affecting the company and its stakeholders (Das, 2004).The company aims at managing the risks associated with the health and safety standards of its operations. The bank is responsible to get rid of risks concerning fire, suffering and accidents that may affect its workers and visitors. Group Corporate Real Estate sets up the rules concerning health and safety of the company. The implementation of these policies is done by Health, Safety and Fire Coordinators who are located in every country the bank operates. The bank has remained prepared to protecting its employees from terrorists.There are security review functions which have been set up to assist manage health and safety of the staff, assets and buildings of the company (Gianaris, 2001). The bank maintains a slap-up communication profit with its stakeholders. Individual and institutional customers are on a regular basis apprised about the operations of the bank. by the bye response to the customer needs is given(p) a priority to ensure good relationship is maintained. Annual general meetings are held to ensure that all stakeholders are informed of all activities of the bank over a given period of time (Gardener, & Versluijs, 2001). terminus The general organization of HSBC company stands no doubt that it will remain victorious in the future. The corporate gov ernance ensures that the military mission and vision of the company are achieved. The score policies of the bank are in compliance with the international standards. The accounting policies ensure that the accounting procedures are carried out in a professional manner. The company has performed well in the market and if it continues with these strategies it will achieve much. References Mcmenamin, J, 1999, Financial Management An Introduction.Routledge. London. Pietrobelli, C, Ffrench-Davis, R, Zamagni, S, & Ocampo, J, A, 2000, Financial Globalization and the acclivitous Economies, United Nations. Santiago. Jao, C, Y, 2001, The Asian Financial Crisis and the trial by ordeal of Hong Kong. Quorum Books. Westport, CT. Das, D, K. 2004, Financial Globalization and the Emerging Market Economies. Routledge. clean York. Gianaris, N, V, 2001, Globalization A Financial Approach. Praeger Publishers. Westport, CT. Gardener, E, P, M, & Versluijs, P, C, 2001, Bank Strategies and Challenges in the New Europe. Palgrave. New York.