Sunday, December 29, 2019

Chapter three - Overview of Women Entrepreneurs in Mauritius and Their Adoption of E-Marketing - Free Essay Example

Sample details Pages: 6 Words: 1712 Downloads: 1 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? CHAPTER THREE à ¢Ã¢â€š ¬Ã¢â‚¬Å" OVERVIEW OF WOMEN ENTREPRENEURS IN MAURITIUS AND THEIR ADOPTION OF E-marketing . 3.1The rise of women entrepreneurs in Mauritius The Centre for Applied Research Social (2001) conducted a study in year 2000 to investigate the attitudes of the unemployed towards accepting employment and found that about 73 percent of the registered unemployed were women who had most of them were above 30 and did not have a strong educational background which would make it difficult for them to adopt E-marketing . The majority stated that they left their jobs, especially in the Export Processing Zone (EPZ) sector because they did not have job security and had to work overtime and hence could not allocate enough time to take care of their families. It should be noted that most of these women did not have experience in E-marketing practices. Don’t waste time! Our writers will create an original "Chapter three Overview of Women Entrepreneurs in Mauritius and Their Adoption of E-Marketing" essay for you Create order It seemed very unlikely that they would be able to take on other jobs as around 61 percent of them remained unemployed for over two years. The Mauritian economy was undergoing a re-engineering process at that time and the profile of women employees described above painted a grim picture about re-employment for the Mauritian women, especially with their lack of knowledge pertaining to ICT which had gained growing importance in the island. Moreover, their educational profiles of the latter made it next to impossible to transfer them to high-skilled sectors which required ICT knowledge. Bearing in mind the situation that prevailed, the GOM decided that promoting women entrepreneurship would benefit both these women and the economy. It would help to improve womens economic and social status and also eliminate the glass ceiling. The GOM also encouraged women entrepreneurship on the assumption that women entrepreneurs were more likely to recruit women in the businesses which would decrease the women unemployment rate in Mauritius which was confirmed by the findings of a survey carried out by the Ministry of Womens Rights, Child Development and Family Welfare in 1997. 3.2SMEs in Mauritius Since most Mauritian WEs firms fall under the category of SMEs, an overview of SMEs is provided in this section. In Mauritius, the new legislation provides new definitions for small and medium enterprises (SMEs) on the basis of turnover: a small enterprise less than Rs.10 Million Mauritian Rupees with less than 50 employees; and a medium enterprise between Rs.10 Million to Rs.50 Million Mauritian Rupees with approximately 200 employees. As per the Small and Medium Enterprises Development Authority (SMEDA) Act, the SMEs definition includes enterprises in all economic sectors. In order to avoid detailed sector-specific criteria, turnover criteria is used across sectors i.e. no differentiation between services and manufacturing sectors has been made for small enterprises, and the thresholds for small manufacturing firms also reflect small service firms. (Source SMEDA). However, in the central statistics office (CSO) 2007 Census of Economic Activities, SMEs were defined as à ¢Ã¢â€š ¬Ã…“small establishments and itinerary units engaging less than 10 persons, including working proprietorsà ¢Ã¢â€š ¬Ã‚ . 3.3Contribution of SME Sector to theEconomy (Source SMEDA and MOBECC) SMEs play an important role in the Mauritian economy by contributing extensively to wealth creation, employment generation and poverty alleviation. They are labour-intensive having the ability to create new jobs at low costs and help in absorb ing unemployment created by industrial and economic restructuring. As at December 2012, 18,978SMEs were registered with SMEDA and contributed approximately 40% to our GDP. It is estimated that SMEs are employing around 250,000 people. They are operating in various sectors such as food and beverages; leather and garments, wood and furniture; paper products and printing, chemical, rubber and plastic, handicrafts, pottery and ceramic, jewellery and other related items to trade and commerce. In order to enhance their contribution to the Mauritian economy, improving their knowledge on E-marketing would be beneficial to the whole sector and economy. 3.4Profile of Women Entrepreneurs in Mauritius This section provides an overview of the age-group, highest academic qualification and marital status of women entrepreneurs in Mauritus. Tandrayen-Ragoobur and Kasseeah (2012) found that around 15 percent of the WEs were aged over 30, 40% of them were between 31 and 44 years, and another 40 percent of them were between 45 to 59 years. As stated in the literature review, this may be due to the end of the Multi-Fibre Agreement and closing of the EPZ companies (Tandrayen-Ragoobur and Kasseeah, 2012). Given their age, it may be concluded that it is unlikely that they know much about E-marketing and are less likely to engage in it. The women were in financial difficulties and they decided to launch their businesses. However, as most of them did not have experience with technology, most of them were not expected to be able to readily engage into E-marketing practices. Moreover, financial difficulties also acted as hindrances for them to implement E-marketing practices. Those women preferred the traditional marketing practices and relied mostly on word-of-mouth marketing. Around 82 percent of the women were married having the responsibility of dependent children. The survey indicated that about 44 percent had completed their School Certificate while 29 percent had basic prim ary education. The findings show that the educational levels of the women were inadequate and hence most of them would not be able to employ E-marketing without in-depth training, except for those whose children could help them into E-marketing practices. However, 56% of them received training (including training on the adopting of technology and E-marketing for some) and 44 percent did not benefit from training facilities. Concerning family size, 37% of them had families comprised of 5-6 members, 27% of them had families consisting of 4 members and the remaining had 3 persons in their families. Moreover, 42% were head of households. Also, 64% had jobs previously while the remaining did not. They were employed mostly as secretaries, garment workers and maids (Tandrayen-Ragoobur and Ayrga, 2012). The profile of Mauritian WEs show that these women did not have the necessary baggage to engage into E-marketing . A relatively big share of them were head of households which prevented t hem from finding the time to learn about E-marketing and instead rely on traditional marketing techniques. Moreover, all the training provided to them was not about technology and E-marketing but most of them were provided training on how to cook, sew or do other types of businesses. It should be noted that limited training has been provided to Mauritian women on E-marketing . This could be a reason why, according to the literature available, most WEs have not engaged into E-marketing . 3.5Firm characteristics of Mauritian WEs Findings of the same study (Tandrayen-Ragoobur and Kasseeah, 2012) revealed that 29% of WEs engage into garment-making, 22% are in handicrafts and jewellery and 20% manufacture food products such as pastries, snacks, ice-cream and pickles amongst others. Ayres-Williams and Brotherton (1999) state that WEs of SMEs only extend their previous activities in their new businesses which is in line with the findings obtained above. Therefore, it may be concluded that WEs mainly indulge into line of activities which are similar to their previous jobs and are risk-averse. The question that arises in this instance is whether these women would be willing to employ E-marketing practices, a tool with which they were not familiar with previously? In order to increase the degree of acceptance with respect to EM, the GOM will have to offer more training and increase their awareness on the advantages of EM. On the other side, 75% of WEs export their offerings and only 25% sell on the local market. Here it may be seen that E-marketing would indeed be advantageous to these WEs as it would be a cheaper tool for them to market their products. As they found it difficult to prentrate the export market, institutions like National Women Entrepreneurs Council and SEHDA have been helping them do it. They export mainly to China, Rodrigues and other Asian countries. On the local side, their clients consist of hotels, tourists and the general public. E-market ing practices would have undoubtedly helped them target more clients. The majority have taken loans for the SMEs. About 27% earned between Rs1000-Rs 5000, 16% earn around 5000-7000 and 12% earn around Rs7500 to rs 15000. Most of them cannot rely entirely on their income to support their families. Their companies remain relatively small and they do not have the ability to expand more. Therefore, E-marketing would have helped them considerably in expanding their companies since they would have been able to target more clients, reach wider markets, and find other business opportunities. E-marketing is cheaper and helping these WEs acquire the required skills would help them develop their businesses to a great extent. 3.6Number of registered WEs in Mauritius (NWEC CSO) The number of women registered at the National Women Entrepreneur Council (NWEC) increased by 80%, from 1,900 in 2005 to some 3,500 in 2011 (CSO, Gender Statistics 2012). A lower proportion of women were engaged in handicraft activities, 24% against 35% in 2005 (CSO 2007). The number of women entrepreneurs in the textile sector has more than doubled, with its share rising from 21% in 2005 to 27% in 2011. The agro industry and the services sector attracted more women over the years, representing 28% and 21% respectively of registered women entrepreneur in 2011 against 26% and 18% in 2005. There is a growing trend amongst women entrepreneurship in Mauritius. 3.6.1Supporting institutions (Source SMEDA MOBECC) The GOM has set up some institutions to provide support to SMEs. Amongst them is SMEDA for counseling and technical support, Enterprise MauriEMketing) which operates under the Ministry of Commerce and Industry is promoting mainly export oriented industries, the National Women Entrepreneur Council (NWEC) operates under the aegis of Ministry of Gender Equality and has a division working with women entrepreneurs, Development Bank of Mauritius (DBM) to provide financing to SMEsà ¢Ã¢â€š ¬Ã¢â€ž ¢ projects, the National Productivity for Competitiveness Council (NPCC) to provide training productivity, the Mauritius Business Growemketinge (MBGS) has just been set up under Ministry of Business, Enterprise, and Cooperatives (MOBECC) to finance new businesses including SMEà ¢Ã¢â€š ¬Ã¢â€ž ¢s. Another body, the Inter Agency Committee (IAC) has been set up under MOBECC arounemketingber 2013 to streamline the services offered to SMEs by the different agencies. 3.7Conclusion This chapter has shown that WE remains in its infancy stage in Mauritius as it is just a survival means for some women. Most women are risk-averse and rely on traditional marketing techniques and help of SEHDA and other institutions to help into marketing their offerings. Appropriate measures should be taken to help WEs adopt E-marketing so that they may generate better income and tap into larger audiences. The GOM needs to upgrade its activities and introduce E-marketing techniques and innovation i n its training sessions for WEs.

Saturday, December 21, 2019

Character Analysis of Macbeth in William Shakespeares...

Macbeth is a tragic play written by William Shakespeare. Having its setting in Scotland and England, the drama depicts the life of an ambitious Scottish solider named Macbeth. Derived by different motives, Macbeth finds himself in different situations which resulted in his unstable personality. Macbeth is seen transforming from being a well celebrated and valiant general to be a wicked tyrant king of Scotland. He earns his first rise in rank to be the Thane of Cawdor for heroically fighting in the Scottish Norwegian war. Deceived by the witches’ prophecy, Macbeth is involved in a series of murder events to seize the throne. As the play progresses, Macbeth is swept by bravery, arrogance, fear, and guilt. The play begins by projecting a very fearless and honorable Macbeth, who fights bravely during the war to defend his country. As a messenger to Duncan briefly describes: †¦but all’s too weak: For brave Macbeth- well he deserves that name- Disdaining Fortune, with his brandished steel, Which smoked with bloody execution, (1.2. 15-18) Astonished by Macbeth’s deed, Duncan rejoices in his cousin’s reliability and praises him as â€Å"O valiant cousin! Worthy gentleman!† (1.2. 24) and awards him the title of Thane of Cawdor. The encounter of Macbeth with the witches provokes a completely different persona in him. The very person, who is praised by his king, is now plotting murder against his kinsman. His conception of killing the king is intiated after the fulfillment of oneShow MoreRelatedDiscrepancies and Similarities between Shakespeares The Tragedy of Macbeth and History816 Words   |  4 Pagessuccession. William Shakespeare, a playwright of the Renaissance, sculpts events from this era into a dramatic sequence of events. 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After prophesying that Macbeth will become king, the witches tell Banquo that he will not be king himself, but that his descendants will be. Later, Macbeth in his lust for power sees Banquo as a threat and has him murdered; Banquos son, Fleance, escapes. Banquos ghost returns in a later scene, causing Macbeth to react with alarmRead MoreCharacter Analysis Of Shakespeare s Macbeth1383 Words   |  6 PagesCharacter Analysis of Macbeth One of Shakespeare’s most notable works is The Tragedy of Macbeth. The plot revolves around the consequences of the actions made by the character Macbeth. The purpose of this paper is to give an overview of The Tragedy of Macbeth along with a detailed analysis of Macbeth the character, including his traits, motives, and his historical counterpart. 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In this essay I am going to analyse the play and its historical background. I will also look at the factors that influenced Shakespeare when he was writing the play such as James I, the new king of England and Scotland, how he detested witches, and how Shakespeare manipulated that knowledge. Furthermore, I will be examining

Friday, December 13, 2019

Licensing in fashion industry Free Essays

What is the meaning of licensing agreement? The verb to license is synonymous of give permission. A licensing agreement is an authorization to use licensed material granted by a party named: Licensor to another party called: Licensee. This is a contract between this two parties. We will write a custom essay sample on Licensing in fashion industry or any similar topic only for you Order Now The purpose of a licensing agreement is the authorized use of the licensee’s trademark, by the licensee, specified in the terms of the contract. We know two different types of licensing based in the use of common trademarks or famous trademarks. The Licensing in fashion industries is based in the use of famous brands such us Airman, Dolce Cabana, Pravda and other mansion. A license under intellectual property has several components such us: ?+ Term ?+ Auditing: quality control monitoring ?+ Advertising and other costs connected to promotion ?+ Exclusivity ?+ Termination: Renewal ?+ Infringement: Litigation The assignment of a license often depends on specific contractual terms. The licensing agreement is only applicable for a particular geographic region, Just for a certain period of time or barely for a stage in the value chain. L 1. Advantages of a licensing agreement. When a society decides to put in place a licensing agreement must assess what are the benefits that will arise from the relationship between Licensor and Licensee. ?+ Advantages for Licensor: as in all the contract is important to have a return. A licensing agreement is useful to enlarge the society’s geographic market; to decentralized and differentiate the offer in order to reduce the business risks; to increase the recognition, popularity and fame of her core brands, giving the same image of trademark in each store and in all points of sales; financial benefits in remarry market due to positive feedback in licensee’s products and in secondary market because of royalties in licensee’s sales. ?+ Advantages for Licensee: industrial benefits in order to increase the range of licensee’s products by making them more recognizable by supporting low costs to rise trademark distinctiveness. . 3 terms of the contract. A successful brand licensing requires a planned strategy: ?+ to determine core brand’s values in order to use them in the new category of products. ?+ to identify the level of differentiation desired. ?+ the achievement of leverage in the new category of products/services. . 4 several risks for the parties. One of the risks for licensor is due to the lack of monetary return: Royalties. But the major risk is the loss of control regarding the uniqueness of the brand (the customer feel inaccessible the trademark’s products). The licensee’s product are always not in line with the concept of trademark, so its value is blurred. The market confusion regarding the change of the trademark’s strategic position that cause the disorientation of loyal costumer. The risk of lower quality of licensee’s products than the quality of licensee’s services, that bring consumers to Judge products not good enough to be acquired. The high cost of license agreement. The impossibility to have enough time and business to recoup the investments. The risk of management of unsold goods and inventories. The licensor and the licensee must discuss about the licensing agreement in order to decrease the risks. There are many clauses which the parties can establish to better define the terms of the contract in order to ameliorate the performance. The subject of the major clauses regards the fees beyond royalties, sub-licenses and the costs connected with promotion and advertising of trademark’s products. The base of a good licensing agreement is the correct and clear information about the firm: its value, positioning and the quality of its image. 1. Rules about Licensing agreement in USA. The Layman act 1125: the mistake caused by any people who in commerce uses any word, name, symbol or the combination of both similar to another recognizable trademark could be liable in a civil action. According to the Layman act 1064 a petition to cancel a registration of trademark may be changed at any time if the trademark is used by the registrant or with his permission so as to misrepresent the resource of goods or services in connection with which the mark is used. 3 1. 6 Licensing agreement in European law. Art 51 the rights of the owner of a community trademark must be revoked, the licensee is liable to misrepresent the public. Both in USA and in EX. the licensee run two typologies of risks: ?+ common repairs ?+ cancellation As we said in the first part of the essay the licensor has an economic advantage to defend the power and recognition of the trademark but he has also a Juridical interest not to lose the registration of trademark. 4 1. 7 How to defend the trademark. The licensor has two possibilities to preserve his trademark. Ђ?+ Ex ante he can includes in the licensing agreement clauses about monitoring and inspecting the quality and the standards of the services provided. Licensee’s purpose and licensee’s interest must be aliened. ?+ Ex post the licensor could act against the licensee if he did not respect the contract (like the quality of the service) or if he forged the trademark. 2. 1 The brand Licensing. Introduction. The license agreement relates to a righ t granted by a permit, if there is not this authorization the use of the mark is an illegal act. The license agreement must not be confused with a permit that relates to a license for a shorter period of time. The brand licensing deals with the granting of licenses by those who own the trademark to those who are interested (individuals or companies) to use them in the production of the products, over a period of time and in a defined territory. The brand licensing, especially in the fashion industry, is used to extend own brands to products of an entirely different nature. The licensor has the advantages such as: being able to choose the products to be sold under license and authorize the sale of prototypes ND choose the best licensee. The benefits in a license agreement also concern the licensee, he may increase his market power by strengthening the brand through brand recognition, increase its sales going to extend the range of audiences served, develop models and sell them in special shops. Enter into a contract brings benefits to both of the parties: the licensee must paid periodically (monthly, semi-annually depending on terms of the contract signed by both parties) royalties to the licensor. And the licensee has a return on sales and investments with the exploitation of licensor’ s trademark. Most of the major Italian fashion industries enters into licensing agreements for ancillary products, such as perfumes, sunglasses, watches (an example is that of D or Airman) or for the production of knitwear, such as Ralph Lauren. The fashion licensing is the most widespread among the license agreements between industries. As we said before it mostly concerns the dissemination of products relating to health and beauty, accessories, clothing and household products. N some cases the brand owner decides to license the production, distribution and marketing of its core apparel categories, in other cases, he designer of the brand identifies specific categories that can be licensed by extending the brand into areas other than those of clothing. The licensor maintains strict control over the quality and the design. 2. 2 Airman case a practical example. We can see a practical examp le with the license agreement signed in 2011 between Airman and Ululation for the production and distribution of prescription frames and sunglasses. The Airman Group has decided not to renew the licensing agreement with Safari, expiring on December 31, 2012, in favor of Ululation. The licensing agreement with Ululation, anticipated with the signing of a letter of intent basis, in November 2011, for a ten-year exclusive license agreement for the design, production and distribution worldwide for collections of sunglasses and prescription eye-wear under the Giorgio Airman, Emporium Airman and a / X from 2013. After ten years of intense collaboration with Safari the Airman group decides not to renew the contract, a serious loss in the short period (150-200 million euros) for Safely that is certain to recover it in the long term thanks to licensing agreements with Polo Ralph Lauren ND Cline. Andrea Gouger, CEO of Ululation says: â€Å"Back in 1988 Giorgio Airman and Ululation started a very successful Journey together: together we changed the world of eyeglasses which, previously perceived as mere functional instruments, evolved into ‘aware’ and into indispensable fashion accessories. Airman is eponymous of excellence of ‘Made in Italy and represents values which are perfectly in line with ours. We are therefore excited to work together again, in a partnership that will for sure be mutually beneficial,† The market had already understood the impending ivories between Airman and Safely, favoring an agreement with Ululation who previously collaborated with the Group from 1988 to 2003, a long collaboration that led to explode the sunglasses and eyeglasses sector, making the glasses a real fashion accessory. The non-renewal of the license agreement between Airman and Ululation in 2003 was a surprise analyzing the close cooperation and sharing of innovative ideas between the two entrepreneurs. 2. 3 Michael Koru case a practical example. With this example we may analyze the key parts of the license agreement, between Michael Koru and P. R. China, which can often be considered common to all licensing agreements in the world of fashion industry regarding the manufacturing of the products. How to cite Licensing in fashion industry, Essays