B2B Report Essay Example

B2B Report Essay EXECUTIVE SUMMARY The report will firstly analyze the external audit of Processed Food Food Service and Confectionery Bakery industries, which consist of two parts – market analysis and customer analysis. From these two parts, the opportunities and threats of the suppliers in these industries, especially DKSH, will be outlined. In the market analysis, business environment, the market and competitors will be examined respectively. Particularly, the opportunities about the increase in demand or a good signal of industrial development will be explained in social factors, economic factors and industry part; these factors will give general information about Vietnam young population and their Western culture receptivity, which will easily increase the demand in such industry. On the other hand, legal factor will threaten DKSH due to the strict requirement in canned food industry that the firm needs to take caution in order to adapt to new regulation; while the economic factors once again strengthen the opportunity from social factors due to the increase in GDP growth and income. However, the inflation rate should also be considered because it could cause the inconstant demand and be difficult to forecast future demand in the future. The market part also gives some general information about the size based on the value of packaged food industry around US$12. billion in 2011 with the prediction of 4. 2% growth rate in next two years, which promises the development of these two clusters in the near future. Secondly, customer analysis is divided into two main features, which are current customers and potential customers. In current customer analysis, the report will give the information about each cluster’s market share of the top companies holding the highest percentage; Masan in sauce market, Acecook in instant noodles market, and Kinh Do in confectionery bakery market. We will write a custom essay sample on B2B Report specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on B2B Report specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on B2B Report specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Then, more details information about these current customers will be examined in term of sales, their expectation such as building up deeper relationship with their multinational suppliers, and difficulty such as high input cost. After that, potential customer part is analyzed based on proposed potential customer list; this part contains some companies regard to Lien Hoa, Hieu Cau Den in processed food; and Huu Nghi and Hai Ha in bakery and confectionery. Especially, some reasons will be given based on the research and analysis about these companies in order to prove that they re ideally potential customers of DKSH. Thirdly, the internal audit is conducted to give the brief idea about the company; DKSH sales structures are activated in product and geographically based, and the strengths of the company about qualified staffed and good value added service are figured out in resources and marketing mix management part. From industry and customer analysis, the SWOT gives the summary of c ompany strengths and weakness; and opportunities and threats in graph illustration form. Next, the marketing plan is proposed in order to give the best fit with the SWOT. The marketing objective that applied SMART approach will aim to increase the demand, brand awareness as well as the way to approach to potential customers with the specific point of time which is from 1st October 2012 to 1st April 2013. Then, the implementation plans relied on marketing mix, including direct marketing, personal selling and sale promotion will be planned specifically. To give more visual prospect about the marketing plan, the marketing program gives detail schedule as an action plan; and finally the performance evaluation will give some idea about how to evaluate the success of this marketing plan. Contents I. Introduction5 II. External Audit6 A. Market Analysis6 1. Business Environment6 2. The Market8 3. Competitors10 B. Customer Analysis11 1. General Information11 2. Current Customers13 3. Potential Customers17 III. Internal Audit23 A. Company Analysis23 1. Sales23 2. Management of marketing mix23 3. Resources23 IV. SWOT25 A. Strengths25 B. Opportunities25 V. Marketing Objectives26 VI. Implementation Plans26 VII. Marketing Program27 A. Direct Marketing27 1. Telephone Marketing27 2. Email Marketing27 B. Personal Selling29 C. Sales Promotion29 D. Action Plan29 VIII. Performance Evaluation31 IX. Conclusion32 X. Appendix33 A. Potential Customer List33 B. Mapping Itinerary37 1. Southern37 2. Northern40 XI. Reference41 * Introduction DKSH is one of leading companies in market expansion services that has been established in 1865 and exist for 150 years in Asia. Thus, Think Asia, Think DKSH is recognized as companys slogan and that could tell how successful DKSH is in Asia. With a strong financial performance that has increased rapidly from 2002 to 2011 that exceed 8. % in net sales, DKSH becomes a strongest successful market leader recently. Obviously, its objectives are to help firms to grow their business in new and existing market by supplying knowledge, advice, relationship to reach each individuals goal, expand companys revenue opportunities and increase their market shares by making sure that their clients products are always visible on the shelves at all times. DKSHs business units are divided into 4 ma in business lines: Food ; Beverage (F;B), Personal Care, Pharmaceuticals and Specialty Chemicals. In fact, this report is going to analyze on 2 small clusters: Confectionary ; Bakery, and Processed Food which included in F;B industry in order to help DKSH to remain on the existing market and expand their business to the new market. To be more specific, integrated marketing communication tools that are direct marketing (telephone ; email), personal selling and sales promotion (trade promotion) will be applied to support push strategy in order to approach to potential customers. External Audit Market Analysis Business Environment Social Factors According to General Statistics Office (2010), Vietnam population in 2010 is around 88 millions with 51. 9% of this figure is younger than 30. Hence, it could become an opportunity for confectionery and processed food markets in increasing demand for consuming these kinds of product due to the receptivity of young population as well as the influence of Western culture. For this reason, suppliers of ingredients for these products can potentially enhance the number of customers as well as their sales in Vietnam market. Legal Factor According to Civil Law Network (2010), the ministry has implemented a new regulation for food safety, and requires all enterprises in food industry to strictly comply with the law of standard safety food. To be more specific, the Government encourages food manufactures in using high quality ingredients and adding more nutrition in their products. Moreover, they also require the manufactures in focusing on managing the supply of ingredients from upstream. Consequently, it could be the threat for food manufacturing companies to manage and have a specialized knowledge about supplied ingredients and their suppliers are expected to invest more in innovating their products in order to meet the regulation and more persuasive for the manufacturing firms to use their products. Furthermore, the regulation for environmental friendly packaging in food service also stricter (Civil Law Network 2010). Thus, it requires food service suppliers to put more effort in investing new or innovating current kinds of packaging that could adapt to environment issues. Economic factors In 2010, Vietnam’s GDP growth rate was 5. 83% (tradingeconomics. com 2012), hence the monthly average income per capital had increased to 39. 4% compared to 2008 and was estimated to be 1,387 thousand VND. As the result, this increase in income have gradually shifted Vietnamese consumers in premium segments such as sweet, ice cream or cakes and consumers also have higher requirements of diverse tastes, food quality, and nutrition for package food and also bakery (Vietnam package food, 2011). It is the good opportunities for supplying companies to catch up with these trends by developing current and new ingredients in respond with these market trends. However, the significant influence of the inflation rate cannot be denied. Based on tradingeconomics. com data, the Vietnam inflation rate in the third quarter in 2011 was around 22. 42% whish was the highest rate in Asia (bbc. co. uk). Hence, the demand in food market had declined in this period; therefore, manufactures can be threatened in forecasting future demand due to some unpredictable economic factors. Consequently, the suppliers are also affected by that because it could be difficult for them to rank the potentiality of their customers in near future. The Market In the report â€Å"Newzealand Trade;Enterprise† (2011), the author states that the value of packaged food industry in Vietnam was approximatelyUS$13. 3 billion in 2011 with the average growth rate at 4. 2% in the next two year. In addition, based on General Statistics Office website (2011), the value of confectionery sales is predicted to increase to US$ 471. 6 million at the end of 2012 and this figure is going to increase more than 10% each year for the next four years. These numbers indicate that there is a very highly potential demand for confectionery and processed food industry. * Competitors Connell Brothers, DKSH and Brenntag have been ranked as top 10 leading chemical distributors in Asia in 2011. Specifically, they all operate in Vietnam and engage in many types of industries such as food ; beverage, pers onal care, specialty chemicals, and pharmaceutical industry. As shown in the graph, it can be seen that DKSH has much less sales as well as power compared to Connell Brothers in the global market in 2011. At the meantime, the sale of DKSH and Brenntag is slightly different. Therefore, DKSH is required to put more efforts to gain its market share globally in order to build further distance with Brenntag and shorten the distance with Connell Brothers. Customer Analysis General Information First of all, the paper is going to show some figures related to market share of some leading firms in Vietnam (2011) for two industries: processed food and bakery. For processed food market, market share of sauce and instant noodles have been displayed; while in bakery industry, confectionery and biscuit market have been demonstrated. Market Share- Processed Food (Source: Euro Monitor International) Sauce market For the diagram above, it shows that Masan owns comparatively larger market share than any other firms in such market. But since the portion of â€Å"others† still has 25% of the marker share, it is believed that some potential customers in this category can be found. Instant noodles market The major key player in this industry is Acecook, with 51% of market share while the other firms are holding less than 20% respectively. The report selects Masan food as an instance to explore knowledge under current customer analysis. Market Share Bakery (Source: Euro Monitor International) Confectionery market Confectionery market is diverse, with many firms hold similar portion of shares. Among them, Kinh Do takes the 1st place in the market, follow by Huu Nghi and Hai Ha. The 2nd and 3rd key players in the market can be the potential customers for DKSH. Further information related will be given below in â€Å"Potential customer†. Biscuit market There are mainly two key players in the market, Kinh Do and Kraft Food, while each of other firms retain from 4~11% as their market share in the biscuit industry. Due to Kinh Do has an outstanding performance on the market share, the report will take it as a specimen in analyzing current customers. Current Customers There are many customers that DKSH is currently having connection with, including both local and foreign firms. The paper will choose one customer from each cluster, Masan Food and Kinh Do, to analysis the position of it through searching on background information, sales performance, and then raise opportunity and threat. Masan Food (Processed food) Mason Food is belonged to Masan Group, a firm that specialized on Techcombank financial services. After years of operation, Mason Food has become leading brand of processed food market in Vietnam, which has dominance on market share in some product categories. The product range includes fish sauce, soy sauce, instant noodles (74%, 78%, 14% of the market respectively) and other kinds of product. Sales Performance (Source: Business Monitor International ) Opportunity Despite Masan Group is established as a local enterprise, it recently decides to build a relationship of acquisition with Nuiphao Mining Joint Venture Company Ltd, becoming one of the largest private sector resources companies (Masan Group Investor Update n,d). Cooperating with local or foreign investment is an opportunity for firm to receive more capital to invest in its operations. Due to DKSH is a multinational firms already, the business is expected to be enrich by cooperating with local firms in other industries to expand the operation range. Threat As a processed food manufacturer, Masan Food faces a problem that sometimes the price for raw materials is fluctuating(Business Monitor International, 2012). For the earning benefit point of view, Masan Food should pass the costs from consumers, but that can threaten the chance of losing customers. To illustrate, the FMCG industry is a price sensitive environment that contains many brands at similar level. If one brand’s price is higher result from increasing costs to reflect its margin, customers can easily choose another brand because the switching cost is low. Volatile input costs can be a threat to the food manufacturer because the manufacturer needs to choose whether to burden itself or to pass on customers. Same story is applicable in DKSH’s case, if the input price has a significant increase, DKSH has to decide whether to bear the costs or compensate from its customers; both decisions are having certain drawbacks needed to be considered. Sales Breakdown (Source: hsc company update) Kinh Do Corporation (Bakery and Confectionery) Kinh Do is a local brand that established in 1993, which is one of the largest food producers in Vietnam nowadays. The core business of the firm is food related products: confectionery (cakes, candies), beverage (water, juice) and dairy products. Kinh Do also involved in some other industries such as real estate and grocery retailing. The brand creates a good image that allows them to gain certain customer awareness and even awarded as top ten of Vietnam’s best brands (Ha 2011). Sales Performance (Source: Business Monitor International) Opportunity As indicated before in the report, health awareness has raised from customers when they purchasing confectionery product. Consequently, higher level of quality is required from food manufacturer in order to satisfy customers. As showed from annual report, Kinh Do provides best materials in manufacturing their products, aim to satisfy its customers in a better extent. Indeed, sellers should be responsible to meet the requirement when there is a concern about product’s specification such as â€Å"health† mentioned above. Without doubt, they can gain more recognition if they can achieve the condition. DKSH is getting involved in this health concerned manufacturing process due to it is one of sellers of Kinh Do. If DKSH can attain the requirement, which it already does, it is expected that the buyers will be satisfied, and they are willing to create more opportunities to corporate with DKSH in the future. Threat Kinh Do depends largely on the domestic market but that makes the company fragile with the fluctuating customer demand (Business Monitor International, 2012). Actually, change in customers’ preference can affect organizational demand in both positive and negative ways, but here it seems more likely to be threat from the view of the Kinh Do. Because local buyers are the main sources of generating sales, if the number of them is not stable, firm’s overall performance will obviously be affected. Likewise, inquiry that DKSH received from food manufacturers is affected by customer’s demand. If the perception of buyers is low, sellers will gain lesser results from the declining demand, and vice versa. Being instable with the demand can be interpreted as the firm is actually dependent by the market trend. In this case, DKSH has no control over the changing demand; therefore it can be a threat. Sales Breakdown (Source: hsc company update) Potential Customers Apart from keeping relationship with current customers, exploring new customers is also important for a business. To give our more precise information, the report lists four potential customers from the two clusters, with background information, product range and reason why it is recommended as being â€Å"potential†. Detail contacts of other potential customers can be founded in appendix. Lien Hoa (Processed food) Lien Hoa was established since 2008, by Thierrty Pham, an industrialist who has more than 15 years’ experience in the industry. The firm operates following European standard to ensure the quality of the products. As mentioned from the official website, Lien Hoa has signed exclusive contract with other brands such as Uni-President and Siam Brothers to be its business partners. Moreover, the products of Lien Hoa are widely distributed with supermarkets like Giant, Metro and Big C (Lien Hoa, 2011). Reason Although the brand is new compares to some other existing sellers in the market, it is expected to grow due to qualified and experienced methodology used by the firm. Furthermore, the brand has shown its ambition to boost the market by cooperating with well-known brands like Uni-President. Product range Hieu Cau Den Sausage (Processed food) It is a sub branch of Black Bride Food from Taiwan. The brand mainly offer traditional Taiwanese dished rice dumplings, meat floss, and some products commonly seen in Vietnam such as sausage and dumplings. The brand is also an importer for some food and beverage from Taiwan. Even though the brand is not as famous as other brands in the existing market, it is quite popular among the Taiwanese because the products fit their taste better. Reason Situation is slightly different compares to dealing with other brands in this case because the brand is not really concentrating on mass market but more likely on niche market, for Taiwanese currently. Becoming the supplier of it creates an opportunity to enhance brand awareness towards foreign consumers. Moreover, the location is in the same district with DKSH, and therefore it will be easier for DKSH to access. Product range Huu Nghi (Bakery and Confectionery) Huu Nghi is known as a noticeable confectionery brand in Vietnam since 1950’s. is having more than 120,000 retailers throughout Vietnam. Similar to other brands in confectionery industry, the brand holds eligible qualifications as criteria to control fabric of the products. The business expands its relation across the nation to many countries: United States, Japan and Singapore. In addition, Huu Nghi also exploits the business to agricultural products such as pepper and corn (Huu Nghi, 2011). Reason The firm pos sesses proficient knowledge in trading with businesses across the country, thus, it is foreseeable that their experience can abound the business prospects. Also, as DKSH is a multi-national enterprise, Huu Nghi can understand the operation or regulations better result from their sophisticate. Product range Hai Ha (Bakery and Confectionery) Hai Ha Confectionery Joint Stock Company (HaiHaCo) has set up for more than 40 years and turns it status from public to private in 2003, aiming to provide qualified products to serve its customers. With advanced technology, Hai Ha can utilize its equipment plus the specialists to maximize its effort to engage in confectionery industry. Consumers of Hai Ha choose it as â€Å"Vietnam high-quality goods† for continuous 13 years (Hai Ha, 2011). Reason Apart from dominant brands like Kinh Do, Bibica and Kraft, Hai Ha ranked as 4th in market share of both confectionery and biscuit sector in Vietnam. It can be a great opportunity if DKSH can work with them as a seller due to Hai Ha’s high portion of sales caused by variety products. Product range Sales performance (Source: hsc company update) Internal Audit Company Analysis Sales DKSH has structured its sales force by product based, in which different sales team will be organized based on business lines. This method has created the strength for sales team as it can offer professional and skillful staffs with deep knowledge about their products. Face to face communication facilitates the interaction with customers by allowing them to question and negotiate directly, and thus lead to the opportunity to build long-term relationship. Additionally, to ensure the effectiveness of sale team, DKSH also divides its sales force based on geography, in which each sales team will be located and responsible for different areas across Vietnam. Management of marketing mix The annual report of DKSH claimed that DKSH will work with its customers to understand their needs, and then provide customized solutions to them. This is indicated that they are achieving cooperation relationship, which integrated into NPD (new product development) and new resolutions. Moreover, in order to strengthen their relationship, DKSH has provided customers the access to knowledge, advice, relationship, and logistics. At the mean time, DKSH ensures that the customers’ products will successfully grasp the right market. This is shown that there is a chance to build long-term collaborative relationships between them. If this relationship remains well, then there will be potential to create long term alliances – to build specialist knowledge or strategic partnerships. Resources Due to the world wide sourcing network in more than 70 markets and the expertise in each cluster, DKSH is very confident in providing any needed ingredients for its customers. Moreover, for highly applicable purpose, research and analysis service can also help customers in creating and developing new or customized product ideas. Obviously, this is also one of DKSH strengths as it helps customers to be able to sustain in their market and differentiate their product offerings over competitors. DKSH has applied SalesForce. com as its own tool to manage sale teams. It allows each individual sales person to organize the new, potential and current customer’s information and the managers then can look at the working process of their inferiors. Moreover, DKSH can also translate all customer data to up date information in timely manner. Another strength of DKSH is that it can efficiently manage its distribution channel. To allocate the channel tasks, the firm needs to achieve four main factors regarding reduce complexity, increase value, transaction efficiency and service quality. DKSH has industry expertise and offer â€Å"comprehensive Market Expansion Services†; therefore the firm can help its customers to reduce the number of separate exchange that they need to take place in order to collect different ingredients that are needed for their production. The firm does not only provide materials to manufactures but it also provides the concepts and formulations that go with these materials. For this reason, understanding what customers expect is one of the necessary key that takes part in DKSH’s success; therefore value is added in each process. Moreover, DKSH offers the whole supply chain management; hence its customers can be beneficial in getting lower operational costs and also in increasing the value. Non-stop in innovating the new sources or materials to meeting customer’s needs for their own application or market trend is one of the advantage that illustrates for DKSH’s good service quality. Furthermore, the organization also have good after sales services such as monitoring of technical staff at customer site, order processing and warranty timely delivery. SWOT Strengths DKSH recruits experienced staff and professions in the field, the prominent knowledge level can be a base for providing stronger technical support. Instead of only supplying for ingredients, DKSH offers formulation description discussion with customers to understand them better for value-added services. With this tradition, DKSH can set up a long term relationship with its customers. DKSH offers â€Å"comprehensive market expansion service†. This benefits customers by reducing the number of exchanging points to go through. Consequently, operating and transaction costs can be lessen. Opportunities Purchasing power of customers in Vietnam is enhanced caused by an increase in GDP; they have better earning to make purchase and thus greater demand of luxury food items can results. It is expected that lifestyle of young population in Vietnam will differ from Generation X, preferring more ready meal like confectionery products and processed food. Hence, a growth in demand is foreseeable. Marketing Objectives Objectives of the marketing plan will be outlined based on SMART approach. Firstly, the new potential customer list which does not include in DKSH’s current customer list helps DKSH to expand its customer database in its internal network regard to salesforce. com. Secondly, the direct marketing such as telephone and email marketing plan will be proposed from 1st October 2012 to 8th March 2013 in order to approach the potential customer list step by step and enhance the brand awareness in both current and potential customers. It will be able to achieve 40% of number of potential customers who are willing to answer through phone call or email. Thirdly, personal selling plan is applied from 15th October 2012 to 31st October 2012 to achieve the remained number of potential customer from above step; hence the sales of the company is estimated to increase by 30%. This plan will be conducted according to the mapping itinerary which helps the sale team easily to visit customer based on the efficient action plan. Finally, sales promotion program is planned as the boom strategy in order to help DKSH easier to create the demand among potential customers that applied in direct marketing and personal selling plan. Implementation Plans The most appropriate B2B marketing communication strategy that should be used to approach to potential customers as well as make them become DKSH’s â€Å"current† customers is push strategy. Specifically, direct marketing, personal selling, and trade promotions will be used by DKSH to make its potential customers aware of its products and create demands, as well as to maintain and strengthen relationships with the current customers. Marketing Program Direct Marketing Telephone Marketing Potential customers In direct marketing, telephone marketing should be used to directly communicate with these potential customers; DKSH should come up with the calling schedule, which indicates the number of sales people and the number of manufacturers (potential customers) need to be contacted in each region in one day. To illustrate, there are around 60 potential customers founded by the research team; DKSH can assign its sales people to make the call to 10 manufacturers in one day. This means DKSH will reach all 60 manufacturers within 6 days. In order to save customers’ time and the company’s costs, the sales persons should not introduce too much about DKSH’s history and its achievements via telephone. Instead, they should go straight to the core information such as types of products or ingredients that the customer needs, the price, and what DKSH can do for them. Moreover, the good point of this strategy is that it offers two-way communication and thus allows customers to question directly. For this reason, it is very important for DKSH to assign skillful spoken sales people to this project. Current customers In addition, it is also important to schedule the calls to current customers in order to inform them about DKSH’s new products or ingredients, promotions, as well as to remain relationships with them. To illustrate, DKSH now has totally 105 current customers for food ; bakery cluster; assume that it will call to 10 customers in 1 day, so it will finish calling to all 105 customers within 11 days. It is recommended that DKSH should make this calling schedule every six months; at the beginning of each month for the current customers in order to keep frequent contact with them to update their latest situation and their new demands. Email Marketing Potential customers As mentioned above, telephone marketing is used for the purpose of reaching potential customers by going straight to the core issue and providing them the core information. Therefore, other general information such as company’s background, history, achievements, number of skillful staff and techniques, and types of business lines will not be discussed in detail via telephone marketing. For this reason, it will be a good idea to email this information to DKSH’s potential customers so that they can have a clearer sight about DKSH. It is recommended that DKSH should email to the potential customers that it cannot successfully reach in telephone marketing for once a month to remind them and make them aware of DKSH products; it should do this at the beginning of each month. Current customers In telephone marketing, the sales people will inform the current customers about new products or ingredients, and the promotions. Then, in the email marketing, these sales people will email to the customers the related information in detail, such as the price table that indicates the price of each type of new product. Obviously, this tool is faster and incurs lower costs compared to other tools. Moreover, it tends to be more convenient to the customers compared to the telephone marketing. To illustrate, some contacted customers are so busy that they cannot listen too much what DKSH sales people want to tell them. In this case, email will be a better choice. As mentioned above, DKSH should make calling to the current customers every 6 months to frequently update their new demands. Simultaneously, DKSH should also try to come up with new products every 6 months to help its current customers to sustain in the competitive market as well as to retain them. Then, the sales people will email this related information in details to these customers; also do this for every 6 months, and at the beginning of each month. Personal Selling In personal selling, sales representatives of DKSH will be assigned face-to-face to these potential manufacturers in each region; these manufacturers (potential customers) are those that DKSH cannot catch in direct marketing. The number of sales representatives will be decided relying on the number of manufacturers

Uniform High essays

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Marketing - Assignment Example Business goods can be distributed in the following manner: producer to consumer; producer to agent to consumer; producer to distributor to consumer; producer to agent to distributor to consumer. Finally, services, because of its nature can only be distributed either directly to consumers or through an agent. Decisions as to which path to take must take into account, among others, the resources available, the market itself whether local or foreign, the price of the goods, and geographical feasibility. Avon and Tupperware, for example, sells its products directly to consumers whilst Procter and Gamble sells through retailers like supermarkets. Insurance and travel industries sell through agents. Producers must also take into account factors such as the most effective distribution channel, the most appropriate level of distribution intensity and degree of channel integration. In the first, considerations such as buyers’ expectations, geographical location and clustering of target consumers, producers’ resources, nature of the goods, and the channels that are being used by competitors are taken into consideration. The second consideration involves the number of channels to be used per area, which may be intensive, selective or exclusive, and should be dependent on the resources of the producer, the image it wants to project and its main priorities. Tyrell Potato Chips, for example, sells only to specialist retailers that gives it an upmarket image and allows it to gain a 35% profit margins not duplicated by its competitors. Finally, the third consideration will depend on how much the producer wants to get involved in the distribution and sales of the goods. It c an opt to choose the conventional methods, franchising such as the practice of McDonald’s, Starbucks, Body Shop and Benetton, or to go all the way by buying all channels involved to

Design and Facilities in Curry Leaf Restaurant is the United Kingdoms Assignment

Design and Facilities in Curry Leaf Restaurant is the United Kingdoms Finest Indian Restaurant - Assignment Example These project a beautiful inner view that attracts both locals and visitors making Curry Leaf restaurant the preferred place by many. The restaurant has a main objective of making sure that, it provides not only Indian cuisine but also an Indian environment for its customers. Therefore, the restaurant management has come up with two concepts on how to go about realizing this goal. The first one is that the management proposed to establish an Indian garden with an Indian touch. The management had in mind a place that gives its Indian customers and all its customers a pleasant interaction with the garden’s natural beauty. A garden is referred to as a place to grow the plant and exhibit a variety of plants for ornamental purpose or practical use. However, since the restaurant is located in town and space is limited, a good layout plan is needed to realize a natural Indian garden look. For instance, to come up with a house a professional architect is needed the same case with a garden. In order to realize satisfactory results from a garden, the garden should be designed carefully considering its permanent and se mi-permanent features (Miller et al, 2012). An Indian garden combines the aesthetic Indian beauty, artistry from India and knowledge on growth and development of plants as well as principles of garden maintenance practices. May it be arranging trees, climber, shrubs, or any other flowers, a design is relevant. This is because designs outline the character of an object or a place in serving its sole purpose. The design may either be aesthetic of economic in such a way it attracts only for a purpose (Miller et al, 2012). Therefore, there are a number of fundamental factors to consider. The first one is that the garden layout should be convenient and comfortable to the owner. The second one is that the design should be simple and selective. For example, in this case, the garden is an Indian garden; therefore, the design should be simple where even an American Indian will recognize the Indian touch at a glance.

Relationship Between Teacher And Students

Relationship Between Teacher And Students Similarly according to Moloi et al. (as cited in Mtika Gates, 2010), group work is one of the strategies that can be useful in student-centered approaches. It does not only help students to discuss and share ideas with each other, but it also helps to improve students understanding of some concepts and develop their communication skills. In the student-centered classroom, the teacher has to think of students needs and the classroom is considered as a place where students work together, in groups and as individuals by encouraging them to take part in the learning process all the time (Jones, 2007). In the student-centered classroom, the teacher should know about their students background. Teachers should consider what they may know or do not know about their students because it helps to create the classroom conditions that are responsive to the learning needs of the students (Hodson, 2002). Furthermore, in social constructivist classrooms the relationship between teacher and students are much more dynamically involved, so that the teachers role is much more demanding to allow and actively promote recognition, evaluation, and reconstruction (Gunstone and Northfield as cited in Hand et al., 1997).   Ã‚  Ã‚  Ã‚  Ã‚   The size for effective student-centered classrooms can be organized into large group (class with 25-30 students), medium size (5-8 students), small group (3-5 students), pair group (2 students) and a teacher and a student (only in special condition) (MoEYS, 2002a). Furthermore, classroom arrangements, especially classroom space and resources like chairs and tables for large group activities are also important because appropriate resources helps to support the effectiveness and efficiency of instruction to the students. 2. 4 Definition of the Student-Centered Approaches to Learning   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The terms student-centered approaches  and learner-centered approaches  to learning are the same and whilst some articles used the term student-centered approaches and other articles used the term learner-centered approaches, the two terms were used interchangeably. Both terms focus on the needs of students who as learners are actively involved in the learning process (Utecht, 2003). The term student-centered approaches is used in this study because this term is formally applied in Cambodian curriculum and ministry educational literature. Moreover, the student-centered approaches are broader for example, a student can be defined as learner, but a learner may not be defined as student. For example, a man wants to know about the educational law in Cambodia, so the man can go to library or search in the MoEYS website to read and learn about the law. The man therefore is not a student, but he is a learner.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The student-centered approaches to learning are defined as teaching methodologies associated with an approach to learning where students are the main characters in the learning process, and actively learn in a socially interactive way (Brush Saye, 2000). The student-centered approaches are designed to assist students to learn best from meaningful life experiences, social interactions, and scientific experimentation (Pedersen Liu, 2003).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The student-centered approaches to learning focus on individual students needs and growth, because these approaches are intended to develop the potential of every individual student and encourage their personal growth and interests (Morris, 1996). The student-centered approaches are also considered effective alternatives to the traditional teacher-centered approaches. Similarly according to Courtney (2008), it looks very different from the traditional didactic teaching methods that are widely applied in Cambodia. These traditional teaching methods depend on the direct instruction of the teacher and verbal and written repetition with little emphasis on understanding but strong emphasis on memory and recall. Kember (as cited in ONeill McMahon, 2005) and Hirumi (2002) stated the student-centered approaches are in contrast to the traditional teacher-centered approaches. In the teacher-centered approaches, teachers are at the center of the learning and teaching p rocess and provide instruction to students; the students are the empty vessels into which the teacher pours their knowledge. This view contrasts sharply to that of constructivist theory where we see that students are central to the learning process, they are not viewed as empty vessels but rather actively participate in making knowledge by thinking and solving problems for themselves, and developing their self-esteem that is essential for learning and decision-making throughout life (American Psychological Association, 1993; Hirumi, 2002; MoEYS, 2005).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The core principle of the student-centered learning approaches is that students have different abilities, needs, and interests for how they learn, and they construct knowledge and meaning and learn in different ways (Brady, 2006; Murdoch Wilson, 2008; Hirumi, 2002). The American Psychological Association (1993) stated that students have various capabilities and interests for learning. Individuals are born with and develop unique capabilities and talents and have acquired through learning and social acculturation different preferences for how they like to learn and the pace at which they learn (American Psychological Association, 1993, p. 9). According to Meyer Jones (as cited in Hirumi, 2002), in the class students talk, listen, write, read, and reflect on content, ideas, issues, and concerns in order to construct their own meaning. In student-centered environments, learners are given direct access to the knowledge-base and work individually and in small gr oups to solve authentic problems (Hirumi, 2002, p. 506). Similarly, according to Jones (2007), a student-centered class is a place where students needs are considered, as a group and as individuals, and students are encouraged to participate in the learning process all the time. At different times, students may work alone, in pairs, or in groups.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As a theory of epistemology, constructivism proposes that students bring their existing experiences and beliefs, as well as world views and their cultural histories, into the learning process when they internally build knowledge by interacting with the environment (Yilmaz, 2008). Constructivism is considered as a process that students actively construct their knowledge upon knowledge that they already have (Motschnig-Pitrik Holzinger, 2002). Social constructivist, Vygotsky believed that learning is a social process in which learners developed understanding through interaction with the environment around them (Brush Saye, 2000, p. 5). According to Jonassen; Duffy Jonassen (as cited in Brush Saye, 2000), the need for more student-centered learning activities have been promoted by the supporters of the constructivist epistemology of learning.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In short, the key characteristics of the student-centered approaches to learning emphasize students  prior knowledge and experience, developing Bloom Taxonomy thinking skills, especially critical thinking and problem solving, exploring individual learning needs and interests, promoting active student involvement, and developing motivation for life-long learning (American Psychological Association, 1993; Brush Saye, 2000; Hirumi, 2002; Mtika Gates, 2010). However, there is no single strategy that helps students to have effective learning all the time and there is no teaching strategy that is better than others in every circumstance. Each teaching strategy has its strength and weakness, so teachers need to make decisions and chose teaching strategies that help their students to achieve the learning outcomes (Killen, 2003). Similarly according to Hab Em (2003), to choose and effectively apply a teaching strategy the teacher has to judge many times because s electing an appropriate teaching strategy is based on the decision whether we provide knowledge to students through direct instruction (teacher-centered approaches) or indirect facilitation (student-centered approaches). 2. 5 Student-Centered Learning as Adopted by the Cambodian Ministry of Education   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2.5.1 Vision of learning and teaching   Ã‚  Ã‚  Ã‚  Ã‚     Learning has many styles such as learning by seeing, listening, writing, reading, watching television, self-experiment, practice, thinking, playing games, study tour and so on. These styles of learning provide knowledge to the learners. However different learning can have different result. Learners may produce different learning outcomes with a different learning style to another student (MoEYS, 2002b). For example, those who learn by listening will forget all or remember a little after several days. Those who just stand and see people swimming cannot swim, but if they learn to swim themselves, they can swim effectively. People therefore can do something when they involve themselves. According to Confucianism, it is believed that If you tell me, I will forget. If you show me, I may remember. But if you involve me, I can do and understand (MoEYS, 2008).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Cambodian governments vision of the purposes for learning and teaching roles has gradually changed between societies and from one a period of time to another (MoEYS, 2002a). Previous teaching methods considered effective and appropriate was when teachers were considered to be the knowledge providers. Teachers provided knowledge and told students, and students listened to teachers and followed teachers without developing their own ideas or understanding. In this context teachers had the power because they had the knowledge that students needed to be able to progress through the education system. This vision was later officially abandoned because the learning outcomes were considered unsuitable to both the needs of the country for skilled thinkers and they compared poorly to the wider international educational context.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In the following period, another new teaching method was integrated called question and answer method. The teacher raised questions and the students answered. This method was adopted in the belief that it would bring better results for students. The question and answer method was later changed and reformed to what was known as the active method because this method required much relationship between teacher and students. For the last vision, it was believed that creation only relationship between teacher and students was not enough. To have better result for students, relationship between students and students must be created in the teaching and learning process. Teachers have to prepare students to work in groups, so students can exchange their ideas, work cooperatively, and help each other in learning. This last vision is a very important part of student-centered approaches (Hab Em, 2003; Inspector, 2002; Ung, 2008). These approaches to learning and teachin g shifted the power reposition of the teacher from one who held all the knowledge to a more equal one where teachers partner with, sometimes lead, their students into new understanding and knowledge.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2.5.2 Principle and theory   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Theories that are applied and relevant to teaching and learning in the current Cambodian school system are: Learning is creating new knowledge Learning is exchanging experience (Inspector, 2002)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The theories of learning above are also clearly identifiable as concepts of constructivism. Although constructivism is not a theory of learning, the principles have been applied by many educators in teaching and learning, especially, but not only, in science education (Han et al., 1997; Yilmaz, 2008). Constructivism emphasizes that knowledge and meaning are constructed by the human mind; in effect learners create links between their existing knowledge and new experience and make new knowledge structures and meaning (Yilmaz, 2008).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The role of teachers and students are changed by the adoption of the student-centered approaches to learning. Students are given greater responsibility for their learning and the teachers roles change where they become more coordinators or facilitators of the learning experiences. Students are encouraged to explore the knowledge by themselves and with other learners and the teachers help the learning process by showing students paths of knowledge. In this new role in the classroom, the teachers become part of the learning process and acts as a guide and a resource for the students (Utecht, 2003). Furthermore, the importance of school is to provide multiple opportunities to students to create knowledge and understanding by themselves through research, real experience and solving problems.

A Close Reading of Ragged Dick :: Ragged Dick Essays

A Close Reading of Ragged Dick There were no houses of good appearance near it, buildings being limited mainly to rude temporary huts used by workmen who were employed in improving it. The time will undoubtedly come when the Park will be surrounded by elegant residences, and compare favorably in this respect with the most attractive city in the world. But at the time when Frank and Dick visited it, not much could be said in favor of either the Park or its neighborhood. "If this is Central Park," said Frank, who naturally felt disappointed, "I don't think much of it. My father's got a large pasture that is much nicer." "It'll look better some time," said Dick. "There ain't much to see now but rocks. We will take a walk over it if you want to." "No," said Frank, "I've seen as much of it as I want to. Besides, I feel tired." (p. 48) In this passage from Ragged Dick, Horatio Alger employs the ongoing construction of Central Park as a metaphor for the transformation of Ragged Dick into the esteemed Richard Hunter, Esquire. The narrator informs the reader at the outset of this passage that when Dick and Frank are visiting the Park during its construction, there are "no houses of good appearance near it"; significantly, the buildings that are there are only "temporary." Central Park, like Ragged Dick, is simply a work-in-progress. Although externally it may appear rough and unpolished, as both the Park and Dick do to Frank, this situation is only transitory. Through diligent and honest work for Dick and "workmen" for the Park, a revolution will be completed, culminating in a respectable and elegant final product. The fact that Alger utilizes the word "undoubtedly" informs the reader that for both Dick and Central Park, self-improvement will assuredly be achieved through demanding effort, and this is designed to provide incentives and hope for the young reader. The passage also illuminates a dichotomy in Dick's and Frank's perception of the world.