police, making reports, and acceptance.

Table of Summary of literature review: Research, Researcher. Variables and Findings

Research	Researcher	Variables	Findings
The effect of Gender, age, education, income, political ideology, and region Perceptions of the Police on Crime	Welch, K. (2007); Gabbidon et al (2011); MacDonald et al, (2007); Weitzer&Tuch (1999); Tuch (1999); Warren (2008); Brunson and Gau (2011); Brunson &Gau (2011); Lee, Steinberg, and Piquero (2010); Cochran & Warren (2012)	Gender, age, education, income, political ideology, region, police perceptions	Blacks, males. Lowe level educated and ) low income Black neighborhood individuals  are more prone to engage in crime resulting into cases of victimization
Citizen attitudes toward the police	Brown and Benedict (2002); Decker’s (1981); Gordon (2009); Scaglion& Condon, 1980 ; Parker et al,(1995); Mbuba (2010); Rosenbaum, and Hawkins (2008) ; Schuck et al (2008) ; Mbuba (2010)	Citizen attitudes, police experiences	Some studies  show that that certain segments of the community will have negative opinions of the police regardless of how patrol officers behave while others refute.
Police Public image	Gallagher et al (2001); Huffman (2001); Pisano-Robertiello (2000)	Police image and public perception	The attitudinal differences to the police were most significant by race, gender, whereas the differences by prior police encounter, and academic major failed to rise to statistical significance.
Race factor in Police-public encounters	Pisano-Robertiello (2000); Mbuba (2010); Huggins (2012); Brunson &Weitzer, 2011; Skogan (2005);            Skogan (2005); Dottolo and Stewart (2008); Dottolo and Stewart (2008); Liederbach (2007); Spano and Reisig (2006); Dixon et al (2008)	Race, nature of encounter	There is complex interplay between experiences, community context, social class, and type of attitudinal assessment in understanding within and across racial and ethnic variation in residents and  actions taken by the police
Effect of higher education on police behavior	Rydberg and Terrill (2010)	Higher education, police beaviuor	There was lack of empirically tested hypotheses regarding higher education and thus concerete answer cannot be provided

Summary

This chapter has provided comprehensive literature regarding the effect of Gender, age, education, income, political ideology, and region Perceptions of the Police on Crime. Then the citizen attitude toward the police has been examined. Thirdly, the race factor in Police-public encounters  has been assessed based on the previous findings and lasltly,  the effect of higher education on police behavior has been dealt with as a topic of  future interest.

Conclusion

In summary, gender plays a major role in determining a wide  if factors under investigation regarding  public-police relationships and encounters. Finding form literature have shown that Blacks, males. Lowe level educated and low income Black neighborhood individuals are more prone to engage in crime.  It is also evident that segments of the community will have negative opinions of the police regardless of how patrol officers behave while others refute. Lastly, The attitudinal differences to the police are most significant by race, gender, whereas the differences by prior police encounter, and academic major failed to rise to statistical significance.

To determine whether these conclusions from the previous research  are valid, the following  chapter explains the procedure that this research will take to collect, analyze and present own finding  on Police Encounters based on Skin Color and Perceptions.

POP SHOPPE MARKETING STRATEGY

POP SHOPPE MARKETING STRATEGY

Full Names

Course Code: Course Title

Date of submission

Pop Shoppe Marketing Strategy

Executive Summary

Pop Shoppe closed shop in early 1980 due to difficulties compounded by competition from grocery stores and traditional soda brands. Shoppe’s knowledge of the Canadian market alone could not offer the much-needed shield against cutthroat invasion of its foreign and traditional market share. Two decades of inaction for Pop Shoppe represent a number of options for the revival of the brand, which excited many soft drink consumers such as Alger. In view of the immediate reorganization needed to make inroads into the changed soft drinks market, Brian Alger needs to focus on a number of specific marketing strategies. Top of the marketing strategy must include segmentation, as enumerated in this report. This report highlights the target market, justification and quantification needed to support the desired market rebirth for Pop Shoppe.     

1. Target Segment

In evaluating the target segment, Alger will require information on the evaluation of outcomes attained by various segments. Based on the company’s old portfolio, the non-functional beverage component consisting of a refreshment range of products. In view of the immediate desirable outcome, Pop Shoppe must consider leveraging on the precious market experience to make a mark in the changed market. Out of the several outcomes attained by segmentation, perhaps the most stabilizing outcomes to formulate a successful revival will include capturing the old market’s attention. Having had a relatively impressive brand presence in Canadian, Pop Shoppe must leverage on its customer loyalty to capture the market by a surprise. To this end, the most important market segment must depend on the lost ground of customers’ familiarity with the brand. 

The target segment for the projected comeback will involve a number of segmentation considerations as discussed below.

2. Justification of Chosen Segment

In line with the appropriate rebirth, Pop Shoppe will find it more stable to rely on its strengths as learnt from the previous operations on the same market. Towards this end, reviving its old strengths represented by an impressive customer loyalty will enable the company to penetrate the market and reclaim lost ground. As an illustration, participating in the market segmentation where competitors easily make gains over its traditional market exposes Pop Shoppe to disadvantages[1]. For instance, the sporting community remembering the Canadian icons used to endorse its products in the 1970s can reinvent the needed customer loyalty.

By targeting loyal customers, Pop Shoppe will facilitate a strong foundation from which it will launch segment diversification. In light of the need to sustain a stable loyal customer base, changing product development practices must be realigned with the traditional touch of strong Canadian roots. The choice of this segment will aid in the expansion of the segment base from one generation to the next through the family philosophy of consumption that is popular in the food industry[2]. Diversification of the segment concept into packaging options for glass, can and plastic containers. Based on the various segmentation bases applied, as explained below, various packaging materials, quantities, flavors and branding will be streamlined to fit the composite bases targeted. Quantification of the segment size and dollar value makes up the Appendix section, with assumption thereon explained.      

3. Segmentation Bases

A combined segmentation strategy will facilitate a complete comeback after two decades of absence in the market. Using customer loyalty for one generation implies that a composite segmentation strategy will capture various marketing outcomes. The target segment will include largely of a consumer population alive in the 1970s when the company’s brand was a household name. Demographic segmentation will include other desirable targets such as age preferences, to assist in the formulation of a strong revival among the older consumers.  Based on the composition of the Canadian and American populations likely to have a connection with the company’s brand name, relying on this segmentation strategy must form over a half of revival focus. Packaging matters to consider in this segmentation aspect will exploit income categories of the target populations.

Geographical segmentation will consider the Canadian market to support initial rebirth efforts before considering overseas markets. Quantification of the opportunity in the global soft drinks market will facilitate translation of the geographical segment into returns. In this regard, emerging markets will certainly prove as most fertile grounds for establishment of Pop Shoppe operations as opposed to complex markets in the developed economies.

Assumptions

1. The initial market will be targeting Canada
2. The initial rebirth will target a limited number of popular products earlier contained in the company’s portfolio
3. The largest population targeted will include people alive in the 1970s and their families
4. A combination of segmentation bases will enable capturing customer loyalty, Canadian pride and family market
5. The threat of competition from other large companies will not affect tracing the niche market of a proud Canadian origin that can be passed on to later generations
6. Population percentages in Canada translate into active market fractions in size
7. Population segment born in the 1970s and early 1980s (30 years and above) will facilitate market expansion through family line product permeation

Packaging and promotional strategies will inform on product mix strategy based on age, family, income and flavor preferences using technology[3]

4. Appendices

Appendix 1: Segment Size

1. Canadian population born before 1980 translates into about 70 per cent of the total population according to estimates on the CIA World Fact Book (2013)[4].

·         70% of 34.6 million= 24.22 million

2. The family concept when employed in marketing strategies will facilitate increment of the market size including the younger generations

·         Family concept will translate to remainder of the population as potential market

3. Revival of the larger American market will facilitate targeting the creation of a market surpassing Canada

·         Overseas market will facilitate creation of a market of about similar Canadian population size

Appendix 2: Segment Dollar Value

Dollar value of Canada’s soft drinks market in 2012 amounted to about $8.5 billion supported by the entire market (Marketline, 2013)[5].

·         70% of the target segment translates to a market value at about $6 billion in Canada alone

·         Regaining Pop Shoppe closed market share in America (about $127 billion by 2015) will add to higher revenues than in Canada alone (Reportlinker, 2013)[6]

·         Imports of soft drinks from foreign markets amounted to about $248 million in 2010 (Agriculture and Agri-Food Canada, 2013)[7]

·         Using technology will enhance improve market value of the brand (Chesbrough , 2006)[8]

Summary

Pop Shoppe Marketing Strategy
1. Target Segment	Old loyal customers
2. Segment Justification	1. Older generation will revive loyalty 2. Extention though family market 3. Enable young segments 4. Regional markets will expand market share
3. Segmentation Bases	Mixed base-income, age, geographical)

Bibliography

Harvard Business School Press. Strategy: Create And Implement The Best Strategy For Your Business. Watertown, MA: Harvard Business Press, 2005.

Kunz, Ben. “How Apple Plays the Pricing Game.” Last Updated  Sept. 6, 2010. www.msnbc.msn.com/id/38980367/ns/business-us_business/t/how-apple-plays-pricing-game/

CIA. “The World Fact Book: Canada.” Central Intelligence Agency, 2013. https://www.cia.gov/library/publications/the-world-factbook/geos/ca.html.

MarketLine. “Soft drinks in Canada.” Market Research. 2013. http://www.marketresearch.com/MarketLine-v3883/Soft-Drinks-Canada-7824051/.

Reportlinker. “Global soft drink industry.” Reportlinker.com. 2013. http://www.reportlinker.com/ci02018/Soft-Drink.html.

AAFC. “The Canadian Soft Drink Industry.” Agriculture and Agri-Food Canada. Last Updated  July 5, 2013. http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-soft-drink-industry/?id=1172167862291.

Chesbrough, Wiliam. Open Innovation: The New Imperative for Creating and Profiting from Technology. Boston, MA: Harvard Business School Publishing, 2006.

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[1] Harvard Business School Press, Strategy: Create And Implement The Best Strategy For Your Business. (Watertown, MA: Harvard Business Press, 2005), 87.

[2] Ibid, 114.

[3] Ben, Kunz, “How Apple Plays the Pricing Game,” last updated 6 September 2010, www.msnbc.msn.com/id/38980367/ns/business-us_business/t/how-apple-plays-pricing-game/.

[4] CIA, “The World Fact Book: Canada,” Central Intelligence Agency, 2013, https://www.cia.gov/library/publications/the-world-factbook/geos/ca.html.

[5] MarketLine, “Soft drinks in Canada.” Market Research, 2013, http://www.marketresearch.com/MarketLine-v3883/Soft-Drinks-Canada-7824051/.

[6] Reportlinker, “Global soft drink industry,”  Report Linker, 2013, http://www.reportlinker.com/ci02018/Soft-Drink.html.

[7] AAFC, “The Canadian Soft Drink Industry,” Agriculture and Agri-Food Canada, Last Updated  5^th July 2013, http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-soft-drink-industry/?id=1172167862291.

[8] Wiliam Chesbrough, Open Innovation: The New Imperative for Creating and Profiting from Technology, (Boston, MA: Harvard Business School Publishing, 2006), 123.

Career Options Worksheet

Career Options Worksheet

This task is designed to assist you to explore possible career outcomes from your degree.  You will find the relevant resources to enable you to complete the worksheet on Learning@Griffith.

Name of major that you have selected:  Hotel Management

List five (5) industries that employ graduates from this major: [*Note: The term ‘industry’ refers to the broad field e.g. mining, financial, advertising sectors.  Students choosing Real Estate & Property Dev’t major may list one industry only]

Industries that employ graduates from this major

1.  HOTEL MANAGER

2.  FRONT DESK MANAGER

3.  Food service industry

4. The casino industry

5.Transport and travel industry

List five (5) organisations that employ graduates from this major. [*Note: The term “organisation” refers to the name of an actual company or government department, such as the ANZ Bank or Department of State Development].

Organisations that employ graduates from this major

1.  Intercontinental  Hotel Sydney Group

2. OZ Adventures & Splat Attack Paintball

3. Bridge and Wickers  Tour Operators

4. The Brisbane Marriott Hotel

5. Bojangles'

List one (1) web site where you may find job vacancies for this major: [*For example http://www.bandt.com.au/Classifieds.asp - B&T Advertising & Marketing vacancies]

Vacancy website:

1. http://www.travelindustrycareers.org/ - Travel Industry Career Association

List three (3) job titles for graduates from this major: [*Note: The job title refers to the name of the position you would occupy e.g. “Graduate Marketing Officer” or “Assistant Events Coordinator”]

Job titles for graduates from this major

1. Head Rooms and Service manager

2.  Assistant Tour operations Manager

3. Tourism Information Assistant Regional Coordinator

List five (5) duties that a graduate from this major may perform in his/her day-to-day work: [*Note: Duties are on the job tasks such as:  “Undertake research in the field of…” or “Liaise with stakeholders in relation to...”]

Duties a graduate from this major may perform

1.  Hotel Manager - Overseeing day-to-day running of bar and restaurant

2.  Assistant Tour operations Manager -Allocate chart of movements of company fleet, proactively create and implement a marketing and PR strategy; working to communicate the brand to the luxury travel industry and clients.

3. . Tourism Information Assistant Regional Coordinator : supervise staff and engage in providing information to tourists, and to assist regional coordinators in planning and implementing programs involving other local and international tourism activities.

4..  Head Rooms and Service manager. analysing sales figures for room and service occupancy and devising marketing and revenue management strategies for room

5. ..  Head Rooms and Service manager: Liasing with contractors and suppliers of room service goods and services.

List five (5) skills or attributes that employers might be seeking (apart from a degree) in graduates from this major: [* Note: Skills or attributes are required in order to perform the duties as described above e.g. “Well developed analytical skills “ may be required in order to conduct the duty of research; “Excellent communication skills” may be required in order to liaise with stakeholders].

Skills or attributes required of a graduate in this major.

1. Good People Skills in terms of interpersonal skills so as to keep guests and employees happy as well as address guest concerns with patience, tact and understanding.

2. Well developed Critical Thinking Skills to provide  creative and practical solutions to problems.

3. Good Communication Skills i.e able to read, write and speak clearly as  part of the job.

4. Organizational Skills and able to multitask in terms of overseeing relations, the front desk, housekeeping, maintenance, finances and staff development etc.

5. Computer Skills

Field Research (Workplace Interview) Report Sheet

Option (a)

Date of interview :   ____12/10/2013 ____________________

Option (a) or (b):

Name of person you interviewed/listened to:

__________ Jörg T. Böckeler ____________________________________________________

Position:                                            General Manager

Organisation:

 Intercontinental hotel Sydney

For Option (a) only, please provide the following contact details for your interviewee.

Ph: :    +61 2 9253 9000

Email address:  vic@cherikoff.net

Field Research (Workplace Interviews) and Future Career Plans

The field research and workplace gave me an insight into how I can develop my own career and achieve work success and satisfaction.  The field research provided crucial information into the prospective career by enabling me get acquitted with the chosen line of work regarding the amount of time, resources and capabilities required. This field research in terms of work place interview and work place  interview did not only provide useful insights into  career requirements when entering into the job market as a first time employee but also when shifting job functions or entering a new field of work.

 From   research and workplace interview, I was able to see a preview of my prospective career before I can commit myself to the job.  In the past, I have had some personal prejudices and perceptions about the job of a hotel manager but after carrying out the interview with a person currently in the job portfolio, I gained a clear and comprehensive understanding of the job in question. From this research, I was also equipped with essential aids for future job interviews and job performance. This is because I become more familiar with the hotel industry best practices, job routines, responsibilities and expectations. 

Generally, from the career development component, I have leant that it is important to actively start planning and managing careers as early as possible since this results not only to confidence and strong sense of purpose but also greater happiness and job fulfilment. I have also leant that there are endless opportunities for graduates of Griffith University and especially those majoring in International Tourism and Hotel Management. Field research and work place interviews also leave one well-informed, open up unseen choices and opportunities.

To be able to have a better chance of getting a graduate employment, I will have to starting towards that goal based on a number of procedures as leant in the lectures. The first step   that I will need to identify crucial information about myself in order to have a good sense of the skills I will need. This will be in terms of work place priorities, personal and professional skill sets and interest and preferences. Secondly, I will need to identify information about the available options by applying the personal information ascertained to identify the options that meet my skills, interests, priorities and capabilities. The third step is that I will need to target my potential employer by narrowing down my search and using the gained information to determine the most suitable jobs and companies to apply. This means I will need to develop written credentials in terms of resume and cover letter focusing on my understanding of the industry and employers goals and how those requirements can be met. Lastly, I will need to develop an action plan to promote myself to everyone with my network of employers, colleagues, friends and acquaintances in search of opportunities that match qualifications highlighted in the credentials. I will need to be well prepared to handle any interviews and confident to speak about the mission of the organisation and how my background, interest and qualifications fit. If offered the position, I will an appropriate salary and other working conditions.