Essay Sample What is Ethnocentrism

Essay Sample What is Ethnocentrism “We learn something every day, and lots of times its that what we learned the day before was wrong.” William E. Vaughan. The more that you read, the more things you will know. The more that you learn, the more places youll go. Thus, learning how to understand peoples cultures, promote engagement with others, and build strong, diverse communities is very important part of our every day to day live. Nowadays, having variety of cultures and mix of customs and traditions, the question of understanding the differences between them, respecting people for what they are and treating them in regards of their ideals and beliefs becomes more and more important. Cultural relativism and social generalizations Cultural relativism explains the idea behind it: people’s esteem should be given in order to appreciate the differences in them as well as to act in accordence to their behaviour. This term suggests that a persons beliefs and activities should be understood based on that persons own culture. But our actions sometimes may lead to unexpected consequences that we can not predict and manage. Ethnocentric individuals believe that they are better than other individuals for reasons based solely on their heritage. Clearly, this practice is related to problems of both racism and prejudice. What is ethnocentrism? Ethnocentrism, in contrast to cultural relativism, by definition is the tendency to look at the world primarily from the perspective of ones own culture. The word ethnocentrism derives from the Greek word ethnos, meaning “nation” or “people,” and the English word center. A common idiom for ethnocentrism is “tunnel vision.” In this context, the cultural traits which are similar to those of the observers, are evaluated as better than those which are quite different. The attitude where a person attributes ones own culture as superior to other lacks objectivity. Such an attitude makes difficult for us to realise what is right in our eyes can be quite wrong from others point of view. Social scientists strive to treat cultural differences as neither inferior nor superior. As it expresses an inability to appreciate the viewpoint of other cultures where languages, religions, morality and ethical standards are different, having the objective opinion on the matter is very important. Ethnocentrism in modern world Ethnocentrism cause an unconscious conflict of an individual or group against other individuals or groups. Such an attitude is responsible for creating many personal, group, racial, and cultural problems ranging from an individual to international level. It creates tight boundaries among various social groups. The inter-group relations are hampered due to prejudice against another. The process of social relations among various groups gets slower. The prejudice created by it creates conflict and tension among many groups. Examples of Ethnocentrism While many people may recognize the problems, they may not realize that ethnocentrism occurs everywhere and everyday at both the local and political levels. The example of ethnocentrism can be met in modern society: reluctance or aversion to trying another cultures cuisine is ethnocentric. To clearly define ethnocentrism, here are the following examples to be looked at. For example, when we in Pakistan say that Hindu culture or Western culture is not good, we pass such a judgement, keeping our own cultural and social standards in our minds. Such beliefs and value system stratified the populations into many different categories, where assimilation of different cultures becomes difficult resulting in different treatment for various sections of population. Another example of Ethnocentrism is as following. We, being a part of urban industrial society, are frequently tend to think of Cree Indians as being free of the stresses of modern society, but this view fails to recognize that there are many stresses in their way of life, including the threat of starvation if injured while checking a trap line a hundred miles from base camp or when game cycles hit low ebbs. False positive assumptions are just as misleading as false negative assumptions. The problem of ethnocentrism is often reflected in the movies. The film-makers are trying to cover the problem with humor. Thus, the issue of ethnocentrism occurs in the comedy American Wedding. Upon learning that her grandson is not marrying a Jewish girl, Jims grandmother becomes inconsolable. Furthermore, Michelles father makes the mistake of toasting to his soon-to-be in laws with hopes that they will sit many happy shivas together. He is painted as a fool for his statement, and the movie subtly indicates a Jewish ethnocentrism. Despite ethnocentrismhas its posititive impact on society (as it provides protection to group members who are weak, poor, hopeless by creating sense of belonging among them) we can not ignore its negative impact. The assumptions we make about others experience can involve false negative judgments, reflected in the common definition of ethnocentrism. Assumptions can also reflect false positive attitudes about others ways. There are plenty of examples abound in our local communities, as well as around the world. All in all, we can not justly prejudice ourselves against those who disagree with us because there is no given standard by which we are to judge who is right or wrong. Thus, we need to learn how to be tolerant towards those who hold contradictory views.

Segregated African American Children Essay - 1050 Words

Segregated Children From the 1880s to about the mid 1960s segregation had taken over American cities and towns. Segregation is the act of setting someone or something apart from other people or things. In America, African Americans were segregated from White people. Segregation was a result of the abolishment of slavery twenty-five years before. Whites still wanted to feel superior to the Blacks, and without slavery to chain them down, they decided to begin segregation by establishing Jim Crow laws. Jim Crow laws segregated Americans, by the color of their skin, in all public facilities: schools, restaurants, hospitals, schools, restrooms and more. In this essay I will be focusing on two main areas where segregation took place, in†¦show more content†¦But they were very passionate to educate these young minds and creating a world where they could have a dream to be educated and be whatever they want. However, one court case would change the whole education system, Brown vs. The Board of Educ ation. When Linda Brown was denied access to an all white school in Topeka, Kansas, her father claimed that it violated the Constitutions Equal Clause. So the Court agreed that it violated the Clause of the Fourteenth Amendment, this was one of many initial steps to eliminating segregation in schools and eventually eliminate segregation everywhere. This decision did not go over well with Whites, for example when The Little Rock nine happened they were harassed by students and by the parents. Little Rock nine were nine students that were involved in the desegregation of a school, but the Whites did not like this so they tried to scare them so the schools would not be integrated. Segregation in schools did not just affect African American childrens education it also affected their childhood. As hard as it was for adults to be segregated, it was even harder for the children to deal with it. Segregation gave African American children the idea that they were beneath White people, it had a profound affect on them, lowering self esteem. Tests were done to examine how segregation impacted AfricanShow MoreRelatedEssay about Brown v. Board of Education1155 Words   |  5 Pagesof Education of Topeka, Kansas was a milestone in American history, as it began the long process of racial integration, starting with schools. Segregated schools were not equal in quality, so African-American families spearheaded the fight for equality. Brown v. Board stated that public schools must integrate. This court decision created enormous controversy throughout the United States. Without this case, the United States may still be segregated today. Although the Fourteenth Amendment, when adoptedRead MoreBrown V. Board Of Education Of Topeka, Kansas Was A Milestone1258 Words   |  6 Pagesof Education of Topeka, Kansas was a milestone in American history, as it began the long process of racial integration, starting with schools. Segregated schools were not equal in quality, so African-American families spearheaded the fight for equality. Brown v. Board stated that public schools must integrate. This court decision created enormous controversy throughout the United States. Without this case, the United States may still be segregated today. Although the Fourteenth Amendment, when adoptedRead MoreBrown V. Board Of Education Of Kansas1160 Words   |  5 Pagesfound unconstitutional, the school system in Kansas and all over the United States had segregated schools. For example, Topeka Kansas had 18 neighborhood schools for white children, but only 4 schools for African American children. (Brown v. Board of Education) Many people believe that the problem is no longer existent; however, many present day African American students still attend schools that are segregated. This problem goes all the way back to the 18th and 19th centuries when slavery was prevalentRead MoreRacial Discrimination : The United States1563 Words   |  7 Pagesproblem has been occurring even before the establishment of this century. Racial tensions between blacks and whites goes far back to when slavery was still legal. African men, women, and children arrived to the free lands only to work their way out of slavery early on. Until the slave system became more strict, many young african american men and women could pay off their debt to their owners and marry. As the slave system became more strict, the possibility of buying your own freedom was erased. AfterRead MoreSegregated Children in the United States Essay1689 Words   |  7 PagesSegregated Children From the 1880s to about the mid 1960s segregation had taken over American cities and towns. Segregation is the act of setting someone or something apart from other people or things. In America, African Americans were segregated from White people. Segregation was a result of the abolishment of slavery twenty-five years before. Whites still wanted to feel superior to the Blacks, and without slavery to chain them down, they decided to begin segregation by establishing Jim CrowRead MoreEssay on Brown v. Board of Education of Topeka, Kansas1182 Words   |  5 Pagesforever changed American society and greatly impacted the lives of all African Americans psychologically, socially, and historically. One of the arguments for the decision was based on the psychological effects of segregation on black children. It was the pioneering work of the black psychologist Kenneth B. Clark, that the court emphasized segregated schooling fostered a sense of inferiority in black students. Clark used dolls to determine the effects of segregation on black children (Tacklach 47)Read MoreThe Ballot Or The Bullet By Malcolm X1352 Words   |  6 Pagesare human rights, and all African Americans are â€Å"justified in seeking civil rights, if it means equality of opportunity†(Malcolm X 362). When using Malcolm X’s definition of civil/human rights, it is clear that even in society today, not all races have reached equality. African Americans are still fighting for equal opportunity in the education system and economic status in American society. In Malcolm X’s speech, he believes human rights should allow African Americans to have equal opportunityRead MoreAntebellum America794 Words   |  4 Pagesnothing to do with African Americans. They believed that the African Americans were incapable of honest work and the northerners also feared black competition for jobs. They also believed that African Americans had degraded white southerners and would also corrupt white northerners if permitted. Because of that, nearly every northern state considered, and many adopted measures to prohibit or restrict the further immigration of Negroes. During this period of time, African Americans were still beingRead MoreRacial Equality During The Civil Rights Movement1054 Words   |  5 Pagesbetween the white and the blacks. The term Jim Crow was a derogatory term used to describe the African-American people. The laws affected both whites and blacks but the laws affected the blacks more negatively than the whites, the blacks were mai nly affected in very unpleasant ways. In the South of America the Jim Crow laws were more strongly enforced than in the Northern part of America. African-Americans travelled North to gain a better life but with travelling bought danger and risk. In the constitutionRead MoreThe Jim Crow Laws and African Americans901 Words   |  4 Pages The angry African American crowd chanted, â€Å"Separate but equal isn’t equal!†. The Jim Crow laws were considered legally fair , but they were really degrading to blacks in most public facilities. The laws basically allowed racism and discrimination, but said it wasn’t. Blacks faced many places and spots that were segregated mainly in the south. Some of the main areas that this segregation happened was on public buses, schools, and balloting poles. The African American population was outraged

International Pharmaceutical Industry Marketing, And...

H. Lundbeck A/S is a Danish international pharmaceutical company engaged in the research and development, production, marketing, and sale of drugs for the treatment of disorders in the central nervous system (CNS), including depression, schizophrenia, Alzheimer s disease, Parkinson s disease, Huntington s disease, epilepsy and insomnia. Lundbeck is headquartered in Copenhagen, Denmark. It has production facilities in Denmark, Italy and France and is present in 57 countries. It has around 5.500 employees globally, and the company’s products are registered in more than 100 countries worldwide. Lundbeck’s mission is to improve the quality of life for those suffering from psychiatric and neurological disorders. In recent years following a trend in the pharmaceutical industry, Lundbeck has also integrated the concept of patient centricity into its vision. Gap Analysis Why – why analysis Problem definition The shift from practitioner focus to patient centricity has bee n driven mainly by policy makers and payers who seek to control costs and require evidence of value and relative effectiveness. Technology also plays a role as healthcare providers are able to use health data allowing faster and better diagnoses and treatment decisions. Patients, too, are playing an important role in this significant change. Because of accessibility of information they often seek information before seeing physicians and play a much more active role in their treatment. All of these factors haveShow MoreRelatedThe Competitive Landscape Of The Industry1268 Words   |  6 Pagescompetitive landscape of the industry in which one is competing, it must understand how to formulate strategies that will create a profitable business. A business must know what it is good at to be able to effectively have a competitive advantage over other businesses within that industry. The profitability of Mylan Pharmaceuticals largely depends on their ability to discover and market new drug s. The desire to cure illness and disease is what demands pharmaceutical companies like Mylan to be empoweredRead MoreCase Study: Health Care Industry (Eli Lilly and Company)1735 Words   |  7 PagesCASE STUDY: HEALTH CARE INDUSTRY (ELI LILLY AND COMPANY) Introduction: Following on his experience of medicines used in the Civil War, Colonel Eli Lilly, a Union Officer and a pharmacist, started a small pharmaceutical company in Indianapolis, Indiana, USA with the aim of producing high quality prescription drugs. After Colonel Lillys death, his son Josiah K. Lilly Sr., and eventually his two grandsons, Eli Lilly and Josiah K. Lilly Jr., each served as president of the company. It was his grandsonRead MoreNovartis International Ag - Company Profile3015 Words   |  13 Pages III. CHIEF EXECUTIVE OFFICER 2 IV. MAJOR PRODUCTS 3 V. MAJOR COMPETITORS 5 VI. SALES HISTORY 6 VII. MAJOR FACTORS AFFECTING INVESTMENT POTENTIAL 7 VIII. STOCK PRICE DATA AND INVESTMENT ANALYSIS 8 IX. CONCLUSIONS RECOMMENDATIONS 10 EXECUTIVE SUMMARY This company profile provides a preliminary investigation and analysis of Novartis International AG, a multinational pharmaceutical company based in Basel, Switzerland. Novartis is one of ten companies the Investment BoardRead MoreThe Potential Growth Of Companies2664 Words   |  11 PagesOur purpose is to find the potential growth of companies in both the large cap and small-mid cap category of biotechnology industry. Therefore, we selected two mature companies and two companies that are in development stage. Our choices mainly base on the companies’ pipeline because biotechnology companies lives or dies depending on their pipeline, level of expertise and network of partners/distributors they have. For mature companies, we looked at their financial strength, the source of financingRead MoreA Review On The Case Of Eli Lilly And Company Versus Canada1524 Words   |  7 Pagesis method of public international law which gives legal right for those who invested in a foreign country a chance to challenge a regulation, judicial or administrative ruling or and government decision of a hosted country. Investors are those who purchase properties or businesses in another country. ISDS allows the foreign investor to circumvent domestic courts and to bring sue against a hosted country government. This argument mediated by a panel of private international arbitrators. The provisionsRead MoreMergers Acquisitions in Pharma Industry21425 Words   |  86 PagesREPORT ON A Successful International Merger in India: GlaxoSmithKline pharmaceutical industry Table of Contents: Declaration Abstract Part I –Introduction Research Objective and justifications Report Outline Part-II Industry Description GSK-TheRead MoreService Area Competitor Analysis : Johnson Johnson1741 Words   |  7 Pagescompanies with operations in over 57 countries and products sold in over 175 countries. Through its family of companies, Johnson Johnson employs approximately 127,000 people worldwide and is engaged in the research and development, manufacture and sale of a broad range of products in the health care field in virtually all countries of the world. As a member of the global healthcare community, Johnson Johnson consistently displays a long-standing commitment to global health. Its goal is to advanceRead MoreThe Impact Of Lundbeck As A Global Pharmaceutical Company1751 Words   |  8 PagesHistory Lundbeck is a global pharmaceutical company highly committed to improving the quality of life for people with mental illness and neurological disorders people . To this end , Lundbeck is engaged in the research, development, production, marketing and sale of drugs around the world. The company s products in the areas of disease , such as depression , schizophrenia , Parkinson s disease and Alzheimer s disease target, (About us, 2016) . The company Founded by Hans Lundbeck was foundedRead MoreIndia s Drug Industry : India Essay2364 Words   |  10 Pages Ashley Buchanan India’s Drug Industry Saint Leo University According to a report done by Equity Master, the Indian pharmaceuticals market happens to be the third largest in terms of volume and the thirteenth largest in terms of value. In the pharmaceuticals market, branded generics dominate. India is the biggest provider of generic drugs throughout the world and consolidation has become imperative as the Indian pharmaceutical market is highly disjointed. India is full of engineers andRead MorePharmaceutical Industry Ethical Practices13569 Words   |  55 Pages| Ethics in Corporate Society | | PHARMACEUTICAL MARKETING-the growing ethical concern? Analytical Report | | | Madiha Raza Noama Naeem Sheikh Zargham Zaigham LETTER OF AUTHORIZATION November 5, 2011 Dear Readers, As students of BBA, our course instructor of Ethics in Corporate Society, Ms. Tania Danish authorized us to make a report on the â€Å"PHARMACEUTICAL MARKETING-the growing ethical concern?† We were required to make a report in accordance to our learning in the course

Understanding Financial Reporting Free Essays

Financial reports allow the organization to communicate information about their performance to the â€Å"outside world†. So, financial reports provide summarized information about an organization†s transactions for external decision makers. (e. We will write a custom essay sample on Understanding Financial Reporting or any similar topic only for you Order Now g. Investors). Financial reports can be used by employees and trade unions, government, creditors and lenders, customers, shareholders and investment analysts. All these users may need different statements of financial accounts but the most important statements which they need is the balance sheet, profit and loss account, cash flow account and the income statement. The two main regulatory bodies of financial reporting are the â€Å"Law† and the â€Å"Accounting Profession† with the Accounting Standards Board usually known as ASB. In UK, most of the legislation related to the publishing of accounts is embodied in the Companies Act 1985 and 1989 which are concerned with the accounts of the limited liability companies only. The Companies Act 1989 is the main frame which the companies and accountants have to follow. All the financial statement drawn up under the act 1989 must present a true and fair view and its function is to protect all the users of the financial reports and statements. The second and the most important regulatory body is the accounting profession. The standard setters should be aware of the information needed by all users of financial reports and should know the impact and the outcome of a different accounting method on the needs of those users. The standard setters should also be able to resolve the conflicts which exist between the needs of different users. So, they have to find an alternative way which best satisfy user needs and this could be achieved by choosing the improvement of the â€Å"social welfare† instead of welfare of individuals. We know that Accounting Standards Board is the main accounting standard setter. Because the ASB is composed of professional accountants, they may be unfamiliar with the user needs. So , when there is a need for a change in accounting standard the ASB prepare and publish a draft standard called the FRED (Financial Reporting Exposure Draft). After the publishing of these drafts the comments from the public is invited and in the light of these comments the FRED is changed (or unchanged). Now the FREDs are issued as FRS (Financial Reporting Standard). The main disadvantage of this system is the ASB members are unfamiliar with the different user needs and the comments from the general public may not be equally represented. There are four things that standards in financial reporting supply people using it. The first one is â€Å"Comparability†; financial statements must allow people to compare one company with another one and evaluate the management†s performance without spending time and money adjusting them to a common format and common accounting treatments. It is essential that users of financial reports or investment decision makers be supplied with relevant and standard financial reports which have been regulated and hence standardized. The second thing that standards and regulations supply is called â€Å"Credibility†. Because all this standards and regulations exist accountants have to treat every company in the same way. If the accountancy profession permitted companies experiencing similar events to produce financial reports that disclosed markedly different results simply because of a freedom to select different accounting policies they would lose all of their credibility. So, the standards should be composed of rigid rules and should not be broken. The third thing is â€Å"Influence† that means, setting up the standards has encouraged a constructive appraisal of the policies being proposed for individual reporting problems and has been a stimulus for the development of a conceptual framework. The last thing that the standards have to supply is â€Å"discipline†. Companies left to their own devises without the need to obey standards will eventually be disciplined by the financial markets. But in the short run investors in such companies may suffer loss. The Financial Reporting Council is aware of the need to impose discipline because most of the company failures in recent years are because of obscure financial reporting. Why should the Accounting Standards set? As we argued before, an important role of the regulations is to increase the comparability of accounts by limiting the choice of alternative accounting methods and to supply standardized accounts. This standardization can be achieved only by uniform accounting practice. If all accounting methods were standardized, two organizations which began the year with same balance sheets and which made the same transactions during the year, they would report the same balance sheets and the same profit and loss account at the end of the year. In addition to these advantages of regulations in financial reporting, there are also some more useful functions. Regulations can help to reduce the influence of personal biases and political pressures on accounting judgments. They can increase the level of user confidence in, and understanding of, financial reporting by clarifying the basis on which all accounts are prepared and presented. Finally, they can provide a frame of reference for resolving accounting problems which are not mentioned in legislation or accounting standards. As we argued earlier although the regulations in financial reports have very advantages it has many disadvantages too: One if these disadvantages is the â€Å"Adverse Allocative Effects†, this could occur if the ASB did not take into account of the economic consequences of the new standard or regulation they have issued. For example, additional costs could be imposed on preparers of accounts and suboptimal managerial decisions might be taken to avoid any reduction in earning or net assets. â€Å"Consensus-seeking† can be another disadvantage and this means the issuing of standards that are over-influenced by those with easiest access to the standard-setters. Most of the time this could happen with complex subjects. How to cite Understanding Financial Reporting, Essay examples

Elegy for My Fathers Father free essay sample

O for the tall tower broken’ * ‘eighty years of days’ – used instead of eight years of life * Each day was unique and a challenge for Baxter’s grandfather * Draws out the time – shows adds to the distance shown in the title * ‘O for the tall tower broken’ – ‘tall tower’ metaphor for life. * Life is a process of different events that help us to grow, physically in height and emotionally to build our knowledge. The floors of a building are the ages of life – the taller the tower, the more experience a person is in life and the older they are * ‘broken’ – when things are falling apart – linked to the point of realisation * ‘eighty years of days’ links to the use of the ‘tall tower’ * ‘tall tower’ – alliteration. Added to exaggerate the length of life * ‘tower’ – usually seen as something strong and sturdy, and chara cteristics linked to males * With the addition of ‘broken’ it implies how life is unexpected and can fall apart ‘They stood by the graveside From his bitter veins born And mourned him in their fashion’ * ‘they stood by the graveside/†¦/And mourned him in their fashion’ * The theme of death is present as the author is talking about the burial of his grandfather * The family members were finding it difficult to mourn for his death as they all ‘mourned him in their fashion’ * The family members did not actually know how the grandfather wanted to be fare welled as ‘his heart had never spoken’, he hadn’t expressed what he wanted of felt. We will write a custom essay sample on Elegy for My Fathers Father or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page * ‘From his bitter veins born’ * ‘bitter’ – resulting from grief, anguish and disappointment. Links back to the ‘heart had never spoken’ * The grandfather felt ‘bitter’ after ‘he knew in the hour he died/†¦/that his heart had never spoken ‘He could slice and build†¦ On his walking shoulder held Under the lion sun’ * ‘He could slice and build’ And his heart was unafraid’ * ‘tongues of water spoke’ – personification * Another person of his conscience talking to him in his dreams * Reminding him that all this time the grandfather had been able to keep the emotions bolted in and now death shouldn’t be something to bring them out * Baxter’s father’s father was aware of the cycle of life – shown through the various seasons * This aided his heart to be ‘unafraid’ ‘water’ also has its own cycle, like the life cycle * It is an essential element for life, like the ‘heart’ * The ‘heart’ and ‘water’ are both natural aspects of life – Baxter uses these aspects to explain how natural death comes as a process of life * Despite the grandfather’s failure to express feelings, he was sensitive to his experiences of the natural world around him.

Intro to Environmental Science Flashcard

Intro to Environmental Science

Googles Strategic Plan Analysis Essay

Googles Strategic Plan Analysis Essay Google Strategy Plan Analysis Essay Google Strategy Plan Analysis Essay Google Inc. is one of the largest and most powerful technology companies dealing with internet related products and services. Although the company started from a humble beginning, it has grown significantly, and developed some of the most convenient applications and online services that we use today. These applications include Gmail, Google Earth, Google Chats, and Google Maps among others. The company has managed to win the competition against former giant corporations such as Yahoo, Alta Vista and Microsoft. The current paper presents a strategic plan for this giant technology company for a period of five years starting from 2014. Four strategic goals discussed in this paper include; to become the primary interface of the world, to improve the quality and access to the internet, to â€Å"own the home† and to control more of the purchase cycle. By becoming the primary interface of the world, the company plans to be the main choice in all internet and non-internet related oper ations of our daily living. In terms of â€Å"owning the home† the company plans to have gadgets and appliances that will be used in all aspects of living, at home and even at the workplace. By controlling more of the purchase cycle, Google plans to influence the commercial activities’ patterns of its customers and increase its share of the financial pie by indulging more into the commercial world. Improvement of the quality and access to the internet will be the key goal of the company’s expansion and efficiency as most of its activities require reliable and convenient internet connections. The Most Dominant Search Tool The most dominant search tool on the web today is Google; a company that was born in 1998 in a garage, in the minds of Sergey Brin and Larry Page. Google has seen a rapid and steady growth and success story from nothing to becoming the dominant search engine in less than 8 years. Today, Google Inc. is the largest multinational company that specializes in various internet-based products and services. These products and services include software, online advertising technologies, cloud computing and search services among others. The company has several subsidiary companies such as YouTube, DoubleClick, Songza and feedBurner. On the 10th of August 2015, Google announced the reorganization of its interests as a holding company, and became the leading subsidiary of Alphabet Inc. After the restructuring process Google became the umbrella company for the entire Alphabet’s internet interest (Google, 2015). Over the years, Google has made significant strides in the world of internet related products and services, creating some of the most widely used online services that had previously not been thought of. These products and services include a combination of search engine options, photo and file sharing platforms, Google maps, operating systems and applications that run in a vast array of devices among many other life changing inventions and ideas. It is evident that Google made these strides in the contemporary world owing brilliant ideas and strategic planning and effective implementation of such strategies. This paper seeks to explore Google’s strategic plan, paying attention to its mission and vision, assets, competitiveness, challenges and opportunities, and its strategic goals. Mission and Vision Statements Since 1998, Google has grown according to the guidelines provided in its Mission and Vision statement, which has led it to its current position as one of the most powerful and valuable brands over the globe. Its Mission statement outlines the strategies of business, such as the creation of new products and services. It is focused on innovation and excellence. Furthermore, Google’s Vision statement pushes the company to achieve new heights through rapid innovation and excellence. The company’s success can be attributed to the company’s efforts to fulfill their Mission and Vision statements. Google’s Vision statement is â€Å"to provide access to the world’s information in one click.† This vision statement reflects the nature of the company’s business. The most popular product of Google is the search engine service, which provides easy access to information to and from people around the world. There are three fundamental variables in this Vision statement; accessibility, world’s information and one click. The company gets world’s information by searching webpages. It then maintains databases that contain the indexes of these webpages. Finally, the firm fulfils the accessibility variable by providing its search engine services to all people around the world with access to the worldwide web. The one click component here signifies the ease of access to information to anyone and anywhere on the planet. Google’s Mission statement is â€Å"to organize the world’s information and make it universally accessible and useful.† Since its foundation, the company has focused on creating proprietary algorithms that maximize its effectiveness and ensure that people have access to the information they need. The Mission Statement has four variables; world’s information, organization, universal accessibility and usefulness. The company effectively follows its Mission and Vision statements by searching webpages, and organizing the information through its proprietary algorithm. It then provides universal accessibility to this information through their search engine services available worldwide. Summary of Internal Assets Assessment The main stakeholders of Google include; investors, users, employees, advertisers and developers. Google provides services to more than 12 billion users every month and this translates to more than 70 percent of the world searches. In the US, Google has more than 89 percent of the mobile search market. This is a huge clientele base and the strategies are aimed at keeping them happy and satisfied. Google has more than 53,600 full time employees and generates about 66 billion dollars in revenue globally (Statista, 2015). Their guiding organizational value and culture focus on the user, and they believe in doing something â€Å"really well.† The company also believes in fast internet connections and â€Å"democracy† on the web. The provision of fast online services and the ability to choose from an assortment of available services help Google to achieve their mission, and it is evident they have become the largest online goods and service provider among the available. Goog le has achieved these milestones by providing valuable and organized online services at convenient level that is imperfectly imitable, like in mobile gadgets and devices (Jurevicius, 2014). Summary of External Environment Factors Google’s external factors are mainly based on technological changes, and they serve either as opportunities or threats to the company. The outlook for the industry and market is very promising, especially if the company will be able emphasize its strengths and work to seal its weak points. The most significant political factors among Google’s external environmental factors include; globalization, stable political climate in major markets and state-sponsored online companies that pose a threat. These political factors in Google’s external environment are mainly opportunities. Globalization increases the demand for online advertising. The stable political climate in major markets minimizes obstacles to the firm’s expansion. Economic factors that will impact Google include rapid economic growth of developing countries and continued economic stability in major markets. These factors present an opportunity for growth as they create a momentum that can be exploi ted by the company for global expansion. As for social and cultural factors, there is a rising diversity of users in today’s world, which presents an opportunity, and as noted, the increase in the use of social media advertising poses a threat to Google’s main revenue producer. Technological factors include the significantly rising growth rates of internet access in developing nations and rapid adoption of mobile gadgets and devices globally. An improvement on the available mobile-friendliness of available online products and creation of new ones to meet changes in global markets will boost the company’s growth. Despite the fact that Google generates most of its income online, the company is subject to ecological and environmental factors. The increasing awareness, spread of environmentalism, and growing interests in sustainable businesses present an opportunity for Google to integrate these factors into its product and service delivery. This will improve customer responses as most people perceive environmentalism and sustainability in a very positive way. Legal factors have a significant influence on the operations of the company. The increased regulations on online privacy and intellectual property rights give a chance to Google to improve its privacy measures and protect its clients, in addition to discouraging the violation of intellectual property rights. This will give clients a sense of security and they will be happy with Google’s online services. These factors present an opportunity for the company to achieve its vision and strategy, which will be faced with a few challenges, although the company has a potential to overcome these threats and accomplish its mission and vision (Google, 2014). Assessment of Industry Competitiveness Google is well suited to compete with companies that offer similar goods and services. With the ever changing and rising diversity of internet users, tapping this opportunity will give Google a competitive advantage over potential rivals. There is reported an increase in social media usage, which can be perceived as a threat as some social media websites like Facebook are being used for advertising. However, Google still has an advantage, since its ads are found in different websites providing different kinds of information to a wide variety of clientele. Based on Porter’s Five Forces analysis on Google, competitive rivalry exerts a significant force on the company. Threats of substitution and new entries are moderate considerations to the business industry environment. The bargaining powers of both suppliers and buyers are minimally significant factors, and Google should focus on addressing the strong forces of competition. The diverse set of products comes with a diverse set of competitors, and the only significant threat is the low switching cost to other similar companies (Smithson, 2015). Summary of Opportunities and Identified Key Challenges There are numerous opportunities that can be a boost to Google if they are exploited to their full potential. These include The driverless car that Google is working on could significantly improve Google’s income in addition to bringing convenience in the society, especially for people who are unable to drive. Google’s Nest is developing â€Å"the internet of things.† This is a low level Operating System(OS) meant to run on a variety of devices, creating a communication layer like a weave that will allow devices with low level OS to communicate, making it easy to control them. Robotics projects. Google owns several robotics projects that create a variety of robots ranging from robotic dogs to disaster response robots. Other Moonshot projects in their development stages, such as project Loon and Project Glass. There are also key challenges faced by Google today, and moving into the future. These include; Overdependence on search. Today, more than 80 percent of the profits made by Google are generated from search. This shows that they are heavily dependent on search services, indicating that if the search service collapses, the company will face extreme difficulties in raising revenues. State-sponsored online companies pose a threat to Google, as in the case of the Chinese government’s control of large firms in China. Strategic Goals Google has a strategic plan to be effected in the course of five years starting from 2014. This plan consists of four strategic goals. To become the primary interface of the world. In our day-to-day activities, we connect, create and discover, and we use a bunch of tools that primarily make our lives better. Although these tools have constantly changed over the years, they are a fundamental part of who we are. The primary strategy of Google here is to become the ultimate life tool, to be the primary lenses between the customer and everything else, to be the link between a person and the world around him or her. There is power and beauty in connecting the things that are used to shape the world around us. Google seeks to provide the option to live almost every aspect of our daily lives through its interface. This strategy will tighten their hold on search in addition to opening up new revenue models. For instance, a Google made gadget wakes a person up in the morning, he or she runs on a Google Glass enabled treadmill, and then a self-driving car takes that person to work. At work, the person spends the entire day using Google business applications on Google devices, ordering food, chatting with family and friends on same devices, and then watches TV shows in the evening when he or she gets home (Wilson, 2014). To improve the quality and access to the internet. Google’s operations, growth and the speed of innovation are closely related to and dependent on widely available and fast internet connections. Today, Google is exploring all possible pathways to achieve this goal. Google fiber will continuously rollout to different areas around the globe, putting pressure on other similar service providers to deliver cheaper and faster services. This strategy can also be implemented within the wireless industry, carrying out small implementations to meet customer demands while staying away from government watchdogs. In the near future, Google will facilitate more high speed Wi-Fi networks similar to the one in Chelsea, New York, in public transportation and neighborhoods to make more partnerships between Google and companies with similar visions. Projects like Loon will create additional connectivity, aiming at connecting more than 50% of the world’s population that is not yet connected by 2018 (Wilson, 2014). To â€Å"own the home† The house or home is one of the main focuses of Google’s strategic plan. A home provides a self-contained environment that gives opportunities for technological innovation, especially when it comes to connectivity, automation and content. Google’s acquisition of Nest puts the company in a leading position to build on smoke alarms and digital thermostats to conquer the emerging connected home and security market. These markets are coveted by cable and telecommunication companies, but Google has an upper hand when it uses central development platforms such as Android (Wilson, 2014). Content is the main aspect of Google’s strategy for the home. Competitive TV products in specific Google Fiber Areas and Chromecast are turning into solid content platforms, with access to contents such as NFL among other deals to expand its Google Play service. New content owners are continuously brought to YouTube Platform in paid YouTube channels, generating more revenues. Automation is also on the strategic plan, with companies like Boston Dynamics aimed to create robots that will help out in executing household chores. To control more of the purchase cycle. Currently, Google only enjoys a small portion of the commerce pie, which they seek to increase significantly by 2018. Google plans to use online ads to influence different aspects of products purchased. For instance, they seek to connect online advertisement to retail shops and stores by sending taxi to pick the customer for free and take them to the store to purchase the item they clicked on an advertisement online. Google is also expanding product comparison tools by offering the â€Å"recent press† around Google’s Flight Search evolution. They also plan to add purchasing functions in the main content platforms such as YouTube, Chromecast and Glass. Possible moves to increase their percent of the purchase cycle in the near future will include acquisition of more companies with unique yet fundamental products and services (Wilson, 2014). SMART Objectives for Each Strategic Goal To become the primary interface of the world. To become the primary choice of connection by 2020 To create gadgets and devices that will enhance convenience and connectivity in day-to-day life To provide primary and secondary connections between gadgets in the office To improve the quality and access to the internet. To provide fast internet connections with other partners in major cities by 2020. To expand Google Fiber network by 150 percent in the next five years. To provide low cost fast internet connections in 100 cities in the developing countries that will exhibit potential for growth by 2020. To â€Å"own the home† To set up content streaming services including big league games like the NFL To establish and maintain a strong customer base for Nest’s products, like smoke alarms and thermostats among other. To provide affordable â€Å"home office† working packages for users in major cities in the next two years. To control more of the purchase cycle. To increase the share of purchase cycle by 10 percent in every financial year until 2020 To use online advertisements to market goods and services offered by Google and its subsidiaries in order to increase revenue by 15-20 percent by 2018 To roll out more products and services that are market oriented in the next financial year. Placeholder Sections Marketing Plan Google is more than just a search engine as it specializes in technology and innovation. The search engine serves as a window to all sorts of webpages, videos, clouding books and music. The company’s main income is generated by an advertising program called AdWords. The program uses Keyword-based ads that are sold to companies. For instance, if one sells spectacles and sunglasses, they bid against other similar dealers for the highest place in the order at which the search results appear to customers (Studymarketing.org, n.d.). Implementation Plan The company will invest available resources in implementing plans while paying attention to the small details, especially regarding customer preferences and satisfaction. Google is also willing to invest significant amount of resources to smaller firms with the capacity and the knowhow to create revolutionary gadgets, inventions and services. Other companies with similar interests that are looking for strong, both short and long-term partnership with Google will be highly considered. The rolling out of better quality and access to the internet, especially in the developing world will open up opportunities to exploit numerous untapped potential for the numerous products and services offered by Google. Human Resources Plan One of the main human resource tricks by Google is to make employees happy and satisfied. A team of experts will be hired regularly to test employees and gather information on how to improve products and service provision to customers. Keen attention is to be paid to the small things that have a great impact, such as the welfare of employees, namely health, and ensuring minimal wastage of precious resources such as time. Data will be used to establish the way of thinking among employees, and how to better manage the operations of the company. Financial Plan There is a concerted financial plan put in place that ensures the growth of revenues in an accelerating pace. The available resources will be invested in key areas that exhibit maximum effectiveness in managing costs and generating revenues. Resources will be made available to new expansion projects, innovations and developments that show great potential for growth. A team of experts will be working round the clock to forecast possible future financial results and determine the best pathways to invest the company’s resources along with the pursuit of the short and long-term goals. Contingency Plan Diversification will be a key goal for the company going into the future. Generating income from different angles will shield the company from collapsing. However, in case of any unfortunate occurrence and if Google is adversely affected, the company has set aside enough resources to raise the company back to its feet and start operations again. The company has agreements with other financial institutions that will ensure provision of enough resources to fund the company back to operation in case of a disaster.