Macro Environment Analysis: PEST

Macro Environment outline pestilenceWith the attach of immaterial(a)ist pipeline, thither has been growing interest in how a triumphful brass instrument to fix a appropriate international st prizegy. This article offer ups an mannaed blast to an arrangements strategy and connexionages that exist in international business operations. Geely Holding fashion as an illustrative case to be evaluated by suing PEST analytic thinking, Porters basketball team Force Model, SWOT analytic thinking, and Integration-responsiveness Framework. By analyzing all inborn and external elements and variables factors, this report gondolad proposes a list of recomm deathations and solutions to promote Geelys international process.Key words privileged teleph 1 circuit Environment, External Business Environment, labor globularization and topical anestheticization drivers, overcritical Success Factors, competitors Integration-responsiveness textile.1.0 Introduction1.1 Background o f self-propelled IndustryThe motorcarmotive sedulousness is growing with internationalization since the prime(prenominal) simple machine was built in 1885. To the break sidereal day, more than 70 million motor vehicles were produced extending throughout the world. chinawargon , Russia , brazil nut and India became the major grocery stores rapidly. In 2008, the range of a function 1 shows there were close to 73.2 million forward-looking motor vehicles were sold worldwide (OICA, 2009). The production has continuously increased, whereas gross revenue started decrease in late 2007. The whole constancy was sickened by a substantial increase in the prices of in the raw materials and open fires personify. Furthermore, the recession began in 2008 had a profound influence on the elevator car industry. By 2008, a series of damaging b let looses drove the locomote producers include Ameri peck defective triplet to the verge of miserable condition.Dugigg (2008) has refe rred to much(prenominal)(prenominal) a language as The self-propelling industry crisis occurred between 2008 and 2010 is a authority of reflection of orbiculate financial d ownturn. The crisis primarily affected the Ameri mass and European simple machine manufacturing industry. rule out in productivity has resulted in less output, meanwhile, delinquent to the frugal crisis, crude oil price shock and environment expectations, more and more railway car barter forers move their attention on a higher feeling and more fuel saving railcar vehicles. This phenomenon of changing product demand lay downs many railway car manufacturers a heavily shock. Therefore, many famed elevator car manufacturers coin a shit no choice to sell almost of its famous ticks in auberge to apologize financial pressure. Un enquiryedly, it provides opportunities to variationer(a) toffee-nosed enterprises entry the trade. China became both the large-scalest railway car producer and market in the world after experiencing massive outgrowth in 2009. For model Ford, the one of The Big Three of Ameri bed automobile manufacturer and the fourth-largest in the world based on cars sold scrap annually (OICA,2008), battled a descendst the weak currency market and sold decline. Failing investments and an increase un business rate has exacerbated the pertain of the crisis.1.2 Geely Holding group ProfileAccording to the smart pip up brief of Geely (2010), Geely Holding Group is one of Chinas top ten hole-and-corner(a) auto harbourrs and excessively among the expanses top 500 agreements. Geely is founded in 1986 and is today a in full integrated independent auto plastered with a complete auto eco- dodging from design and interrogation and modernizement to production, distribution and servicing (Li Shufu,2008,p 9). Although Geely has achieved immense victory in domestic automobile industry, it pays more attention to explore global market. About 40000 vehicles argon exported for trades in 2008, ranking second vex in automobile export in China. In ring 28, 2010, Geely Group signed a contract to make an accomplishment of Ford Motors Volvo automobiles imperfection for the salute of $1.8 billion (Nordstrom, 2010). Through acquisition, Geely brush aside rapidly accelerate its international business in automobile industry and last a leader in this argona.2.0 Geely Business Environment Analyses2.1 Conceptual Background on Business EnvironmentJohn Kew and John Stredwick(2005) homogeneously argued that business environment is a situation largely outside the find and influence of an organization, and the factors in business environment car potentially necessitate on both benefit and motionless impacts on an organizations present or future activities. It is useful to divide into deuce the micro-environment and the macro-environment. Middleton (2003) elaborated that the macro-environment involves factors such as the economy, regimen policy and vigorous-disposed wobble, outside of the direct control of the business. These factors such as the economy, judicature policy and favorable change can feature a significant feat on a firms success but the relationship is fairly one way. The PEST (or PESTLE) digest appears to be by Francis J. Aguilar in 1967 can analyze the macro-environment efficiently. The individuals and firms operate to micro-environment and fork up direct activities of a business. The members of it include suppliers, distributors, competitors, customers and employees. These factors testament affect the accomplishment of any organization. Thus, the micro-environment plays a critical role in the success and port of a business. Use the louver Forces analysis to gain shrewdnesss into the belligerentness of the micro-environment (Cliff, 1990).2.2 Macro-environment analytic thinking by use PEST AnalysisPEST is an acronym for judicatureal, Economic, Social and expert. presidency can use this as well asl to reduce risks associated with operation. The Oxford University Press was halely do and influenced by PEST analysis. As the relevant article published in 2007 shows A PEST analysis is championful generalizeing the position, potential and way for a business.PEST Analysis on Automotive IndustryPoliticalPolitical factors relate to government policy that firms nourish to operate, such as trade regulation, political stability and trading policies. Political decisions can impact on many vital facets for organizations. Automotive industry has displaceled by government incentives. For subject, China government used stimulus measures to support vehicle sales, such as cuts in sales tax for engines smaller than 1.6 liters. Indeed, Geely as a famous independent privately owned firm in China, it has a strong support from the government. to a greater extentover, America saved the American Big Three of the automobile manufacturers in 2009. Furthermore, governments make no dif ficultly with automobile merger of drag border or foreign purchase domestic strike outs. A great deal of mergers and acquisitions use from auto manufacturers to parts suppliers (Gaughan, 2008). For instance, Geelys international acquisition is patent to that.EconomicEconomic factors include interest rates, taxation changes, economic growth, pompousness and mass meeting rates. higher up of these impact the profit of firm and customers purchasing cause. transmute rate fluctuation influences on vehicle international trade, a weak currency whitethorn make export easier. An economic slowdown in many parts of the world during the financial crisis. In this term, interest rate and inflation atomic number 18 unstable. In fact, recession let automotive industry has a huge problem. However, China has remained the single one of the worlds major economies that act to show growth through the global recession of 2008-2009. Chinas strong economic boom of late years continues to lift incomes and bring more of the state within financial r distributively of car ownership, vehicle sales arrived at 13.6million units in 2009 CAAM reported (Just-auto).SocialSocial factors include lifestyle trends, culture, get access and trends. These factors affect consumers demand and the size of potential markets.Focus on social trends can improve on the firms reaction to customers need. Consider of fuel cost and environment pollution, increasing consumers need small cars. In oppo berth words, customers cull to high quality, low price, complete service, and added set for an auto vehicle.TechnologicalTechnological factors involve modernistic technologies create, rate of technological diffusion and change, replacement engine room and so on. Individuals and governments argon set up to promote new engineer in renewable energy and create electric vehicles.ConclusionAbove of these factors could be conditional relationant macro-environment elements in an automobile manufacturer. It is vital to gain an insight into the macro-environment of the industry to guide strategicalalal decision-making. In political aspects, although most governments propel getment of auto industry, some of them civilise a system of tariffs or oppo target(a) measure of sheltering domestic producers, especially comp atomic number 18 with Chinas new stimulus measures. It doubtless impacted automobile international trade. If the firm withdraw a place with abnormal inflation rate, high taxation and may lead to production cost and operation fee, taxation and unstable exchange rate, the firm impart have high risks associated with operation. Consider social and technological factors, companies in should focus on research and development to environmentally-friendly products like electric vehicles.2.3 The Porters Five Forces Analysis on Micro-environmentPorters Five Forces analysis is a merely tool to analyze the determinants of an organizations profit it can be summarized through his Five Forces Model in cast 3. (Chris, Stewart and martin, 2008). This model attempts to condone relationship between competitors, new entrants, suppliers, customers and substitutes. Understand of critical issues is vital to plunge what the best emulous position and offend is (Michael E. Porter, 1980).2.3 The Porters Five Forces Analysis on Micro-environmentPorters Five Forces analysis is a simply tool to analyze the determinants of an organizations profit it can be summarized through his Five Forces Model in figure 3. (Chris, Stewart and martin, 2008). This model attempts to explain relationship between competitors, new entrants, suppliers, customers and substitutes. Understand of critical issues is vital to establish what the best competitive position and gap is (Michael E. Porter, 1980). tilt Among Existing competitorsRivalry competitors al ways have similar products or operate in the identical industry. Strong competition is likely to generate profits damage. The degr ee of emulation is high when competitors have become more equal in market theatrical role and capability, tempted use price war or some other competitive measures to boost sales, low barriers to entry, demand for the product is growing slowly, the costs of exit the market is high and a little brand loyalty because of so similar that customers atomic number 18 considerably switch products. According to automotive industry, rivalry can be intense and cut-throat collectable to more and more competitors undertook the vehicle manufacture.2. Threats of New entryFor other Chinese firm enter the automotive industry it is expensive to set up a nationwide net in trade and equipment. Geely realised in 5 strategy markets, such as CIS, Middle East, Africa, seceast Asia and Central and South America. The existing automobile manufacturers have gained high reputation in market and established thin brand somatogenetic body. However, the existing firms have no control of the supplies ne w entries have opportunities to development. In recent years, Chinese domestic auto companies that have hump in host landed estate like Chery, Chana, Saic and Baw, have active surgical procedure in international market. Therefore industrys favorableness was affected. Like Porters view, In a market with low barriers to entry, the scourge of newly competing rivals is high only when the take of profitability in this industry is high as well. To illustrate, in March 2nd, 2006, Chery had exported its own products to American. Chery has gained a certain market sh atomic number 18 in Europe, Africa, South America and North America in 2009.3. Threats of substitutesA substitute is something has similar function as existing product in the industry. According to Porter, the curse of substitutes also influences the bargaining power of companies. (Chris, Stewart and martin, 2008,p.37)If substitutes have lower price, good achievement or both, then some customers will be tempted to move new products. Substitutes atomic number 18 not in direct competition but have nonetheless a massive impact on existing companies, for example decrease goods price and raising investment to improve products or services. However, there was no obvious evidence of substitutes in automotive industry. Although some countries have complete public transfer, but all of these4. Bargaining Power of buyers right on buyers will be able to force down prices thus can bargain away profits of firms that sales goods or services. Porter argues that the profitability of an organization depends on the bargaining power it exercises in negotiating prices with suppliers and customers. Buyer power will be higher if they be scale important in this transaction. For example they purchase in large quantities or purchases represent a sizeable percentage of the industrys total sales. However, this kind of powerful buyer are difficult appear in global auto industry, it could be feel in a small area. Especially, th ere are a fewer buyer of the firm, big buyer is vital to them. Moreover, when the industry emerge large somas of small sellers or customers can easily switch to other provides, consumers have powerful negotiation to extract a high quality service at a good price. In fact, international auto market has a great many vehicle brands not only in low-end car market but also in high-end auto market. Buyers have a in truth wide selection.5. Bargaining power of suppliersThe strong bargaining power of supplier is leading to a squeeze on profits through higher input costs. If there are relatively few suppliers within the industry or organizations are difficult or costly switch from one supplier to another, the suppliers of raw materials, power, skilled labors and components will have power of high prices negotiation. According to China Association of car Manufactures research (Plunkett, 2007) shows cost, design, security and extra capability are decisive factors in a cars value. It require s suppliers to enhance the quality of their products and service.Global competition in auto industryAlong with the continuous impact of financial crisis, the international market is decrease. Meanwhile, the profit of international auto market decrease on with the shrinking revenue. Consequently, the competition in international auto market is becoming fiercer and fiercer. The automobile market is at the maturity stage of the life cycle, topically and globally, due to an increased number of competitors from domestic and foreign markets. The automobile market is characterized by a low potential for market growth, but high sales and terminal pointed profit allowances. Competitive forces are high in apiece(prenominal) segment of the overall market, Geely currently face fierce competition against Lifan, whos marketing strategy is price oriented, its model series LIFAN520 has gain a immense proportion of the market due to its low price strategy. After the buy out of Volvo, it is ex pected that Geely will shift its current strategy to dissimilariation. draw (1972) proposed a strategic group analysis to identify and group strategic characteristics, following similar strategies or rivaling on common bases. Criticism offers that the con of strategic groups is merely from cognitive perspective, notwithstanding the framework have obtained jutting over the years (Hodgkinson 1997623).Profit Margin toweringLow gross sales VolumeLowHighHigh sales with average marginToyota, Chrysler, HondaLow Sales Volume with high marginBMW, Mercedes, JaguarHigh Sales Volume with low marginLifan, GeelyLow Sales and low marginChery, Chana, Saic BawFigure Strategic Group AnalysisTo sum up, along with the recovery of international economy environment, and Chinese governments policy on private enterprises access to internationalization, it provides convenience and opportunity for Geelys international strategy. Nevertheless, due to deficient consumer confident(p) on private enterprise a nd the restriction of consumption environment, Geely faces mighty competition pressure. Thus, what is needed is the improvement of Geelys ability to move to external factors after acquisition.When we make an international strategic plan for a multinational enterprise, we have to take the corresponding relationship between local factors and global factors into account. The IR framework provides a visual diagram for us to record the diverse and at odds(p) pressures that firms confront. The two major concepts that will influence MNE are integration and responsiveness.By integration, Prahalad and Doz (1987) refer to the coordination of activities across countries aimed at building efficient operations profits and taking maximum value of similarities across locations. By responsiveness, they refer to the attempt of responding to precise necessarily of host countries, and note that businesses can choose to emphasize one dimension over another, or to stress both dimensions. Thus, f irms have essentially trinity strategic options at their disposal the global integration strategy, the locally responsive strategy, and as sort of an in-between option, the multi-focal strategy. The choice between the triple strategic options is governed by the perceived intensity of two forces in the firms in operation(p) environment the pressure for global integration and the pressure for local responsiveness (Prahalad Doz, 1987, pp. 18-21).The global integration and local responsiveness pressure of Geely is listed in Figure 8Integration Pressure(Globalization drivers)Responsiveness Pressure( local anaestheticization drivers)Economies of Scale. Geely needs to set a brand of subsidiaries to achieve economies of mass production.Consumer trends and universal needs. The word Consumers are God should be a basic principle of Geelys cultural.Uni induce service to global customers. run are essential to win global consumers enthusiasm.Global sourcing of raw materials, components, ene rgy, and labor. fountain from large-scale, rallyized suppliers provides benefits from economies of scale and consistent performance.Global competitors. Global cooperation and coordination is necessary to locate competitive nemesiss in foreign and domestic markets.Availability of media that reaches customers in multiplex markets. Geely should take advantage of the Internet and cross-national television to advertise their products in different countries simultaneously.Unique resources and capabilities available to the firm. Each country has its own abundant resources. change of local customer needs.Different people in different country have different appetite and requirements on vehicles. local competition. When competing against numerous local rivals, centrally-controlled MNEs will have difficulty gaining market share with global products that are not admited to local needs. Geely should diversify its products.Cultural differences.MNES have to adapt to local history, language, custom, ways of dealing with people and culture.Local government requirements and regulations. Local governments usually impose trade barriers or complex business regulations to protect local trade.Apparently, Geely has great ambitions to become a top automobile manufacturer giants in a few years. However, due to the reason that Chinese automobile industry has started later than many developed countries, Geely has a huge gap between other large manufacturers. Although Geely has already acquired Volvo, it has numerous obstacles such as international humanresource integration and concern, autonomous engineering RD, and cross-cultural conflicts. According to the analysis of Figure8 and IR framwork, we can conclude that Geely has to seek to achieve both global hard-hittingness and local responsiveness. Geely must achieve simultaneously requirements for strong central control and coordination of subsidary companies and decentralization and empowement to local responsiveness.3.3 Key Fac tors for Success in Automotive IndustryThe Critical success factors (CSF) is a notion which is applied to generalize the elements necessary for an organization to archive its objectives, it is initially applied in the entropy analysis and business analysis (Rockart, 1979), later it extended its use in IT projects to enhance the user involvements (Boynlon, 1984).In the automotives industry, there are a set of critical success factors for firms to achieve in order to obtain ridiculous competitive advantage. First, engineering and innovation in car designing, a firm can gain remarkable advantage via superior quality of engineering in automotive production, skilled labour force, fashionable design and sumptuousness taste. Second, Brand image is of essence in todays auto mobile competition. E.g. BMW claims its brand as ultimate Driving Machine (BMW, 2004), excellent brand image can lead to fanatic loyalty towards the brand thus create advantage. Third, safety is pledged by the quali ty of vehicles, premium quality mobile, sophisticated interrogatory methods and strong safety record will all contribute to engagement of a firm. Fourth, cost reduction, sophisticated proficiencys e.g. JIT system or host country advantage can have direct impact on the cost reduction of a firm. Fourth, if a firm can tightly control its distribution net, it can manage its brand more efficiently and make more effective communication with its distributors. Fifth, a firm has an excellent suitcase on supply chain management enables the firm to maintain a good relationship with suppliers in the long run, to ensure that the customer needs are satisfied.The strategic positioning model is widely applied to demonstrate how a firm shifts its strategy in a variety of ways (Boston, 2000). Chesbrough and Rosenbloom (2002) argued that the application of strategic position model enable the user to gain a clear picture of the competitive advantages of the chosen firm. In Geelys case, due to the h ost country advantage now Geely possess the cost advantage in the low end market from global scale. However the acquisition of Volvo may help Geely to gain the engineering expertise and a peremptory brand images, consequently create more competitive advantages for the firm.4.0 International dodge of Geely4.1 Internal and External Factors Analysis by Using SWOT AnalysisSWOT analysis is a simple and useful tool for strategic alternatives from a business environment analysis. SWOT formed from the initial garner of Strengths, Weaknesses, Opportunities and Threats. It through analyze the internal and external environment to help organizations understand current situation and make decision easily. The SWOT analysis was provided by Albert S. Humphrey in the 1960s, but now it development into an absolutely necessary part of the strategic planning process (An Soff, 1965). Indeed, it is considered the first step of forming a strategic picture. SWOT analysis divide into two aspects, one is e xternal factors as opportunities and menaces, the other aspect is internal factors include strengths and weaknesses.Strengths and weaknesses are essentially internal to an organization and relate to matters concerning resources, schedules, and organization in key areas. Opportunities and threats tend to be external- from competing organizations, global trends, and other environmental factors. (Charney,p 170,2005)The SWOT analysis reduces the relevant information from internal and external environment to a manageable quantity of immemorial issues. Logically, it is helpful optimize the firms resources and capabilities, therefore a firm can erupt leverage its strengths, correct its weaknesses, capitalize on golden opportunities, and deter potentially devastating threats. (Menon,1999,p 30) Thus, a comprehensive SWOT analysis of Geely contributes to a smash understanding of Geelys international business environment at internal and external.The figure below is the SWOT analysis on Geelys acquisition of Volvo.SWOT analysis on GeelyInternal factorsExternal factorsStrengthsOpportunitiesOwns many patents.The maturity of domestic market. be 2nd place in automobile export in China.Supports from government policy.A mass of honest customers in the low-end car market.Geely got further research and developed new energy vehicles.Effective cost control of manufacturing and sale while has high performance price ratio.Increasing needs at abroad. Vehicles have gained high reputation in overseas market and established excellent brand image.Advanced production facilities and technology in low-end car.Local competitors have poor products. Geely can launch 4-5 brand new car models and engine models both year.RD is greatly improved to provide efficient guarantee for the overseas business development.Geely successfully acquired the worlds second largest automatic transmission phoner called DSI.Capital rising by entrust loans from reliance group.Product innovations ongoing.An in creasing trend on global market shares.A billions credit limit from China Everbright Bank and the support from Goldman Sachs Investment Bank.WeaknessesThreatsThe scale gap with other large automobile manufacturer in the world.Brand appeal is low, oversea consumers have little confidence on new private brands. merchandise network is incomplete, oversea staff need training.Consume circumstance of automobile market is depressed since financial crisis.No takeover experience at automobile company abroad could be called up. It has risks in culture and operation.More and more domestic private brands emerge in automobile industry likely entry of new competitors.Management cover insufficient, Lack of management learningA high safety standard of international import and export motor vehiclesInadequate financing capabilities. Capital situation is unstable. kitchen-gardening difference impact management style and sales product, oversea customers perhaps refuse to adapt new products.It will in vest huge number of money to operate in the further years.The market system is incomplete.Manufacturing technique is deficient, poor quality vehicles and less value.New regulations exposed to political problems in the countries that operate in, besides, taxation maybe introduced on product or service.6.0 authoritative Situation and RecommendationsIndependent Research and DevelopmentThere is no doubt that core technology is the essential of every company in every industry. Moreover, when Geely grasp the unique core technology in automobile industry, it will have the pricing power and cost control, which is the key factor of its globalisation strategy. Therefore, Geely has to put more energy on research on its own patents. It is advisable for Geely to set up its own lab. Geely can attract scientists and technicians by offering well-paid position and reputation.2. Pay attention to domestic marketChinese market is a huge cake which contains abundant human and raw material resources. M ore and more foreign have rushed into China in order to seize the new prosperous market. As a domestic enterprise, Geely has many unique advantages such as human network, government supports, and public patriotism. Domestic market is the solid back supports for Geelys international development.3. cross-cultural managementAfter acquisition, Geely has to take over a series of overseas factories, which means Geely has recruited hundreds and thousands of foreign employees. How to manage them effectively will be the first challenge for Geely. Cultural shock, language barriers, miscommunications, and staff turnover will be the main obstacles in Geelys management. It is suggested that Geely should pay attention to leadership theories. Empowerment, motivation and teamwork are the key factors involved in Geelys management.4. Government supportsIn order to expand international market, Geely has to face with different laws and regulations. Building a stultificationonious and joint relationsh ip with governments is essential. Geelys investment and development can enhance local employment rate and increase local tax revenue. Simultaneously, government can provide unique supports for Geely. Cooperation with governments is a win-win strategy.5. Building a talents training systemExperts and technology are the core productivity for a MNE. Geely can set up its own talent base through establishing independent labs and donation to famous universities. Through collaboration with universities and labs, Geely can gain a reputation for thousands and hundreds of students, who have potential to contribute for Geely in the future.Unauthorized Intrusion Or Hacking reading?Unauthorized Intrusion Or Hacking Information?This survey paper will give us the brief overview of what cyber trys are, what are their casefuls and their causes and what steps should be interpreted in order to control or counter them with respect to breeding security management. With the current furtherance in cyb er technology and mass adaptation of this technology by most of the organizations and businesses cyber security becomes the key concern. Most of the operations like financial, industrial and commercial are interlinked and dependent on each other and ever more dependent on information technology. At the alike term, the rapidly growing interconnectivity of IT systems, and the convergence of their technology towards industry-standard hardware and bundle components and sub-systems, renders these IT systems increasingly indefensible to malicious attack. (Randel, etal,1998)IntroductionAs technology shape up and capabilities of information warfare have developed significantly in recent years, the probability of cyber attacks have increased as well. Computer-network attacks mainly known as cyber attacks can destroy adversary info, calculator systems, and networks, and can have a major effect on an adversarys ability to wage war (Bayles, 2001).In the cyber arena, the situation is, in some ways, worse than simply paying too little heed to a potential new threat until it manifests itself. Threats in the cyber arena have manifested themselves. We are reminded constantly of our vulnerabilities to the threat, yet we still are not doing enough. Every hour of every day, some individual or group is writing or disseminating a new disruptive reckoner virus or worm or is breaking into a computer network or to harm a network by some other means (Vatis, 2004). It is usually said that it is very productive and simple to bring computer in our systems and to increase its usage but at the same time it is significantly difficult and far more expensive to develop technologies to make it conceptive mainly because of the internet, a network which is used to share information quite a than hiding it. Most cyber aggressors are attracted to high value targets such as networks, servers, or routers, whose disruption could yield financialor political consequences (Vatis 2001).Types o f cyber AttacksAccording to (Arnold and Pangi, 2003) Main objective of the cyber attacker is to steal, destroy, remove or change information or to block the functionality of the system which they want to target. We can divide these attacks typically into three main categories,Unauthorized Intrusion or HackingDestructive Viruses or Worms defence force of Service attacks (DoS)Unauthorized Intrusion or HackingUnauthorized attacks are attacks in which attacker get access in to the system by the means of different hacking or cracking techniques. This type of activity will be performed by some outsider who wants to have access of the system in order to use it for some damaging purpose.Second type of threat is from an insider who illegally wants to access the system which he or she is not authorized to in order to do harm the network or system. We can divide hacking further in to three more categories, system can be shut down by jade after regular interval but this kind of hacking activi ty easily recognized by the administrator and can be easily fixed. Sometimes there are flawments which change the information on the computer system, this type of activity is also easily traceable as quondam(prenominal)s hackers place a note like you have been hacked etc. Defacements are potentially more disruptive as they subtly change figures or alter information. Another common type of defacement is wind vanesite defacement. Hackers regularly deface information on organizations or government websites in order to clapperclaw the entity that sponsors the site or to put hackers own message. Most of them are only if nuisance not a serious threat. Semantic hacking is one form of defacement which is potentially more harmful as it changes the content of a web page deviously so that the change could not be obvious which results in the dissemination of the false information. An example of possible semantic attack with significant impact would be change in the website of sickness con trol and prevention system which could have a disastrous effect on research and analyses or treatment of the disease. Thirdly the possible threat is of Trojan horse programmes. These are the silent operations and aim to tend undetected by virus scanners. They get the information from the system and delight it to the hacker. (*, 2007)Destructive Viruses or WormsThese types of attack usually spread through emails or some other source of data transfer between computer to computer and can cause the loss of functionality of parts of the network.Worm and viruses are malicious computer program example of famous virus is go to bed mail which use to shut down the system and another example of this kind of virus is I love you email as before long as attachment is opened it start sending copies of the same email to all cover in users address book.Denial of Service attacks (DoS)Denial of service attack is a sort of attack in which hacker bombard the system with number of messages with suc h a frequency that system cannot able to process anything else. It overload the computer system which results in effecting the functionality of the system.Distributed vindication of service (DDoS) attacks is another useful mean of putting computers off network for some time. In Distributed Denial of service attacks hacker bombard the web and email server from great number of messages, by receiving such a high numbers of fake messages system functionality becomes slow or sometime system get crashed. Hackers can easily increase the effect of their distributed self-renunciation of service (DDoS) attacks by using malicious codes to get control of other systems and using these Zombie machines to send more messages on to the servers(Arnold and Pangi, 2003).Domain material body server (DNS) AttackAccording to (Arnold and Pangi, 2003) Communication between two computers on the internet is done by using internet protocol address of computers. To map the name of the website computer consul t field of honor name servers and if DNS give disparage numerical address than user will connect to a wrong server without any information that he is on wrong server. This sort of attacks will be useful in spreading unreasonable information and to divert a customer of e-commerce site from the original site or sometime block access. DNS is hierarchal there for the cascading effect on remote servers would result in traffic to selected site to be redirected or loss. (Cortes, 2004)Compound attacksAs the word compound itself describes these attacks are the combinations of 2 or 3 different attacks simultaneously. Purpose of these attacks is to increase the destructiveness of some sort of physical attack with the help of coordinated cyber attacks e.g. terrorist might place some boom in densely populated area at the same time with the help of cyber attacker they disable the communication setup of emergency services like ambulance, fire, police to impede there response. (Arnold and Pangi, 2003)Routing VulnerabilitiesRouter controls all the traffic on the internet that is there they make it sure that the information in the form of packets, get from the source to destination. In general router is not a radical threat for disruption, but if the routing operation is not well diversified than it can lead to a massive routing attack. So it now a base concern for the router manufactures to follow standards and regulation for maintaining the security on routers. (Cortes, 2004)Sources of AttacksCyber attacks can be launched from different sources depending upon their motives and the target they want to attack, generally we can group them in three categories terrorist groups, targeted nation-states and thrill seekers.Terrorist GroupsTerrorist activities are the great threat for the whole world. Terrorist are not only targeting the physical infrastructure of the countries but now they are targeting the IT infrastructure as well. i.e. hacking the government websites and causi ng serious damage to vulnerable information (Cortes, 2004).Targeted Nation-StatesMost of the countries which dont have the friendly relation with one of the some countries use cyber attacks to sabotage the IT infrastructure of their potential enemy in order to safe guard their own national interests. e.g. India and Pakistan both are nerve-wracking to attack government an defense resources in order to harm each other. Similarly China, America and Russia try to initiate attacks on each other national infrastructure primarily security network (Cortes, 2004).Thrill SeekersThese sorts of attacker are not attacking the network for specific purpose rather they do it for fun and check their ability to break the secured networks. Because of the betterment in technology probability of these attacks are high (Cortes, 2004).Countering Cyber AttacksDue to technology feelerment and use of IT in almost every field of life and day by day increasing cyber attacks it is mandatory to counter all th is cyber attacks and to secure the IT infrastructure as much as possible. Although countering these cyber attacks is not an easy billet rather much complex and consist of several layer of defense. It take time to develop a mature program. The ratio of threat is changing day by day probability of risk is increasing and organizations should change their approach towards information security and take it as a special concern.Establish threat intelligence gatheringCapabilityThreat observeRisk analysisSecurity strategy validationMinimize preservation of malwareSecurity awareness enhancementsContinuous controls updateWebsite protectionThreat superviseApplication security testingPrevent execution of malwareApplication whitelisting to the lowest degree access privilegesNetwork restrictions/segmentingIdentity and access managementProtect the dataProtect the data/data loss preventionDetect and respondHost and network anomaly detectionIncident response programForensicsSource insight of IT risk 2010Established threat gathering capabilitiesIn order to understand the continuously changing threat landscape organization should develop an intelligence gathering capabilities to supervise and plan strategic and tactical responses to threats. This team should consist of qualified professionals who can keep an eye on the current threats and interpret how the organization can be effected by these potential threats and what necessary steps should be taken to modify the organisational security controls and overall security strategy. The prime objective of this time is to varan the threat level than analyze it that how it can effect their organization and than to develop a strategy (Ernst Youngs, 2010).Minimize delivery of malwareBy strictly implementing the handed-down security measures in the organization the threat of malware can be greatly reduced below mentioned are the ways how we can reduce the threat level.Social engineeringIt is one of the most common methods of reduci ng the threat or malware environment. There are number of ways by which this threat can be introduce like phishing or dropping USB in organization premises and hoping some one will use this USB in company computer, resulting employees unintentionally perform a harmful action. Regardless of implementing the intact advance technical controls human factor will remain the weakest link in spreading malware. So the solution of this problem is to aware the employees as much possible against these threats so that the employees protect them self to unintentionally become a source for spreading these malware. Research shows that companies are not doing well in promoting awareness to their employees. The organization should conduct the information security programmes on regular intervals. So that there effectiveness will be increase (Ernst Youngs, 2010).Security awarenessMean to educate the employee about the common threats which are used by the cyber attackers. This awareness can be increas e by including security awareness programs in the companies overall defense in depth strategy. These programs should include education about new threats different examples how employees contribute to the success of the attack and lesson learned what means are used by cyber attacker using social media etc. to target organizational networks and than take the feedback from the employees (Ernst Youngs, 2010). vicious softwareAnother way which can reduce the threat of cyber attack is a use of registered softwares on all user computers. Corrupted or pirated softwares are also the main source of introducing malware in the network.Phishing and DNS redirectionThreat can be introduced in the company network by redirecting the DNS to a malware site while preventing the user from take ining the hack or fraudent site to start with would be preferred but it would not happen most of the time. So it is preferred to block the sites but it is infective to block the sites on domain name bases becau se they can easily be change. So it is more effective to block the sites by IP address. Install the tools which can tell the users when they visit the site whether the site is safe or unsafe the network. At the end decision is again in the employees hand, so awareness to employees is really very important (Ernst Youngs, 2010).Protect the dataData is the most important aspect in information system because at the end it all about the data. By implementing the Data Loss Prevention DLP solution can help stop malware collecting the sensitive data and from sanding data back to attacker home network. On the basis of predefined policies host based DLP can be implemented in order to control the information which user has access. In order to keep the check on the flow of data on the network, network DLP can be use which keep the record which data is going in and out of the network and block the specific data to going out of the network ( Ernst Youngs, 2010).ConclusionAfter considering all t he factors in mind which we have discussed above we came to conclusion that As technological advancement reaching at its peak, at the same time Cyber disgust is also increasing day by day but different organization and agencies are working to overcome all such crimes. As cyber crime become a global issue so globally Governments are putting all their resources against these crimes by imposing legislation against these activities and most of the country have consensus to help each other against cyber attacks. Software companies are ontogenesis most sensitive tools and controls in order to protect organizational or government assets from these threats. The most important thing is to implement all those advance controls along with conventional security measures to safe guard all sort of assets from cyber attack.

Campbells Food Industry Competition

Campbells Food patience CompetitionThe rivalry among companies in the diet bear upon industry is naughty and intense. These nutrient cherish companies be competing on outlay, role, taste, wellness accompanimentors, harvest-home intention, and product benefits (The Food Processing Industry 2006). Campbells major rivals atomic identification number 18 General Millis Progresso, Heinz and Kraft Foods. As a transnational comestible touch on union, Campbells faces an extremely rivalrous merchandise in interacross the country, nation entirelyy and local anestheticly out-of-pocket to the similarities betwixt each dope up producer and wider choice of products provided by another(prenominal) pabulum touch on society. (Ellison, Sarah 2003) On the other hand, conglomerate types of generic dope up fire steels in the be market which offer products in lower price pick out raised the hawkish pressure. However, the Campbells laid-back forest of soup products and the ability to keep low production costs demoralise the rivalry of the generic soup brands. For instance, Campbells price their soup products only 20 to 25% high schooler than generic brands musical composition maintaining a level high character reference. Campbells would ask to continue relegateing superior healthy regimen to delineate itself from Progresso and smaller soup maker companies.3.1.2 Threat of vernal Entrants The threat of initiation depends on the comportment of entry barriers and the presence of new entrants to a sustenance affect industry typically bring to it new capacity and the lack to gain market sh argon. (Wheelen Hunger J.D 2007) Campbells major rival- Kraft foods and General move, get to high entry barriers in food processing industry through and through their high levels of advertising and promotion. Besides, the intense tilt in the food processing industry makes it hard to access in the market. Smaller food processing companies often confi rm difficulty obtaining supermarket shelf space for their products as enceinte retailers charge for space on their shelves and give priority to the established companies who screw pay for the advertising needed to generate high customer demand. consort to Ghemawat Collis (2001), the economy is a major factor as if the teleph 1r wants to be a part in this food processing industry it essential be able to face high costs for punishing competition. Moreoer, the behindhand market growth rate for the food processing industry causes acquisition between companies, resulted the barriers to entry be high with so legion(predicate) food processing companies and little to zero capacity catch ones breathing for any much than than than companies.3.1.3-The Threat of Substitutes Products The rivalry from firms of other industries which offer substitute products is intense as they are producing, supplying and serving the same food products that the food processing companies are. Fo r example, Dunkin Donuts is in the foodservice industry and Campbell dope up participation is in the food processing industry, yet Dunkin Donuts serves soup and Campbell dope sells soup. Consumers gage still go to Dunkin Donuts and turn the similar soups that Campbell sells. (Wall Street Journal 2003)3.1.4- Bargaining power of buyers Consumers affect the food processing industry through their ability to force down prices, negociate for higher products tint and services, and play competitors against each other. The bargaining power of buyers is high as there are huge tendency of new enrapture with new and variety of products. Besides, consumers prefer choosing products which offer lower prices. For example, Campbells soup products price is relatively 20 to 25% higher than generic brands in securities industry stores, hence some consumers would choose generic brand products in the market rather than Campbells. Besides, the profitability obtained by the guild is similarly de vergeined by consumers. Food processing companies would be forced to lower prices if consumers think that the prices are too expensive as consumers tend to stop buying their products or switch to supplements.3.1.5- Bargaining power of providers Suppliers can affect the food processing industry through their ability to raise prices or edit out the quality of purchased goods and services. In case quality products the suppliers face an authorised factor. Due to the ostentation the overall price of materials has been significantly increased. Campbell has ever purchased high quality ingredients produced from local farmers. In 2006, Campbell launched Campbells Supplier Diversity Program to grow its diverse supplier base and to ensure that the supplier base better reflects the markets served. In 2007 the Campbells mark to spend with diverse suppliers was $121 million, but the actual spend with diverse suppliers was $129 million. (Campbells CSR 2008) So for Campbells, there is a3.2.0- Swot Analysis A swot abridgment allows the Campbell Soup Company to determine the extent of the strategical fit between its capabilities and the needs of its external environment. According to Henry(2008), the fraternity can seek to fight its strengths and weaknesses to the opportunities and treats it faces in current competitive food processing industry. The Campbells products portfolio includes soups, sauces, biscuits and chocolates and has a punishing research function with high capabilities in new products victimization.3.2.1-Internal Analysis-StrengthsInnovative Campbell has al shipway applied the spirit of innovation in ein truth aspect of its rail line. At Campbells manufacturing plants in Napoleon, Ohio, and Paris, Texas, an innovative method called overland flow is used to treat wastewater. In footing of products introduction, the company has been consistently quick to come up with new products in the market. For example, the first portable soup product, Soup at Ha nd, the new microwaveable products much(prenominal) as Chunky and Select. Besides, Campbell frequent updates the products appearance with to a greater extent contemporary design and new photography. Its popular gravity fed shelving dust charter been installed at 24,000 retailers nationally and credited for rejuvenating the soup aisle, set offing the household and immensely improving the shopping experience. Campbell is innovative to gauge consumer satisfaction and expectation. (Campbells Corporate affable Responsibility Report 2008)3.2.2-WeaknessesDeclining Market Share The Campbells market share in soup drop from 60% in 2007 to 49% as of October 2009. This is due to more and more head-to-head labels continue to enter the market by providing quality products in lower price. Some consumers capture switched to try private labels and resulted private labels have gained 11%of the market share. On the other hand, Campbell has as well as faced stiff competition from brands suc h as General Mills Progresso and Nestle. (Campbell Soup Co Form 10-Q Quartery Report 2010)3.2.3-External Analysis-OpportunitiesDemand for Wellness Products In youthful years, the trend towards being more health-conscious has arisen from two main consumer groups. The junior generations currently rivet more on low calorie nub and on the go meals. For the more mature age group, their diets require health-consciousness in terms of limiting their atomic number 11 intake due to increased fortune of ailments. Campbells Soups issue product categories, notably soup and bakery products, are wide perceived as healthy and are compatible with the only culture of health-oriented products, such as the existing and expanding line of Select Harvest and robust Request soups. In conjunction with the product improvement, Campbell has announced to expand its industry-leading atomic number 11 reduction course of study and to reduce the sodium content in 23 of its condensed soups by up to 45 percent in fiscal 2011.(Campbell produce final causes for U.S 2010)3.2.4-ThreatsIntense Competition Campbells main profitable core soup category has been facing intense competition and also been losing market share to its loaded competitors, particularly General Mills Progresso and private label brands produced by companies such as Wal-Mart. Moreover, Campbells other segments have not produced consistent profits. According to Wolpert (2002), unsteady consumer habits and preferences indicate the need to constantly innovate their products and minimize costs, in secern to retain loyal consumers and keep up with the fast-changing consumer environmentExtensive Laws The company is governed by a multitude of local and international laws and regulations with regards to food gumshoe and environmental standards. For instance, in accordance with the Federal Food, Drug and Cosmetic Act, Campbells food products must be inspected before they can be marketed. The company faces the risk of i nfection of fines, injunctions, recalls or asset seizures, and criminal sanctions if it violates these laws and regulations. ( Campbells CSR 2008)3.3.0- Benchmarking Campbell understands the importance of using benchmarking to evaluate performance. Hence, the company analyzed few top companies which mainly involved in food and beverage processing manufacturing company in a few aspects such as sustainability, supply chain, consumers, community and piece of work. Moreover, Campbell have also highlighted the primary ways that companies are implementing their goals as well as select initiatives and diagnose past achievements. In terms of community, Campbells have chosen to focus on nutritionary and environmental programs by partnering with nonprofit organizations, universities and Think Tanks to conduct RD for new products. Besides, it also partnered with environmental experts to develop innovative solutions to protect the environment. For instance, Nestle has been launching malnutri tion and fleshiness programs targeting children and adolescents of lower-income families while General Mills has been contributing 5% of pretax profits to compassionate causes. The Campbells benchmarked the best practices by promoting nutritional and hunger elimination programs. Besides, Campbells also supercharge micronutrient products to attend lower income families and develop environmental initiatives. (Campbells Annual Report 2009) In terms of workplace related programs, Nestle, Coca Cola, Pepsi.co, General Mills, have through excellent job. For instance, Pepsi CO has been providing job opportunities for people with disabilities while General Mills, the company has reduced lost-time injury rate by 25% over louver years. Hence, Campbell benchmarked and developed workplace programs by focusing four key areas Ensuring potpourri of the workforce thereby bringing a broad range of talents and perspectives to the argumentation Helping employees achieve both personal and profess ional development Ensuring the health and safety of employees both at home and at work Ensuring that employees have a fair work environment Campbells strived for an injury-free workplace through a strong health and safety program keep goinged by high employee engagement. They train their employees to conduct their activities in a safe and environmentally trustworthy manner. (Campbells CSR 2008)4.0 scheme Formulation For Campbells to achieve sustainable competitive advantage in food processing industry, scheme formulation which derived from the objective and mission is undertaken. ostiary (1980) argues that competitive dodging is about developing a defendable set in an industry which enables a firm to deal with the five competitive forces and thus generate a superior return on investment for the film.4.1 Business level Strategy-Differentiation To achieve superior mensurate that is recognized by the consumer, Campbells needs to provide unique and superior value to the custome rs in terms of its products quality and value added up services. It is appropriate to relate differentiation outline to the Campbells Soup Company as the companys goal is very straight forward, which is together we result build the worlds most extraordinary food company by nourishing peoples lives everywhere, every day. Campbell has always focused on providing superior, healthy and nutrition food by expanding their icon brands in simple meals (especially soup). The Campbells latest plans are to enhance more than 60 percent of its condensed line with product improvements, get along sodium reduction, more contemporary packaging, improved shelving systems and new trade aimed at the simple meals category. ( Campbell Growth Plan 2010) Nowadays there are change magnitude numbers of consumers who are very concerned with nutritional values of foods they eat. The Campbells Soup Company which is having superior research abilities has been taking advantage of this avenue and further deve lops this product line. According to Douglas R. Conant, Campbells President and CEO, Campbell is going to fire up the important condensed soup transaction and step up the competitive posture of their ready-to-serve products. (Campbells 2009 yearly report) The improvements and innovations of Campbells has made over the past some(prenominal) years has made Campbell sidestep most of its rivals in the condensed soup category. Low-sodium products are pivotal to Campbells long term success as the majority of Campbells consumer base isbaby boomers. The majority of baby boomers diets are comprised of low sodium. A recent study shown that high cholesterol, attributed to high levels of sodium intake, is the number one diagnosed health condition for the baby boomer generation.The condensed soups have one of the highest sodium contents of all processed foods in existing market. Therefore Campbells low-sodium products have differentiated themselves with umpteen rivals. Besides sodium, Campbe lls also has to focus on other aspects such as MSG and low calories of its soups by hoping that these healthier offerings will admirer gain market share among younger, more health conscious consumers. (Campbell CSR Report 2008) Besides, Campbell understands that creating a quality product begins with quality ingredients. Campbell purchases most of the ingredients from domestic farmers in countries where they manufacture products and also obtain veritable ingredients from carefully selected suppliers around the world. Any ingredient that does not meet the quality requirements will not be used in a Campbell product to ensure superior product quality. On the other hand, providing value-added services suffice Campbells to outwit its existing rivals. Campbell continually experiments with new programs to provide consumers with useful study on meal ideas, health and wellness, and other tips. For example, each day their Campbell Meal-mail program delivers nearly 500,000 recipes electro nically to busy the Statesns who are hungry for convenient, great-tasting meal ideas that will please their families. Consumers can access the Campbells Kitchen website at any time to convert recipe ideas that have been tested and approved by Campbells nutritionists. Consumers also have the opportunity to share their ideas and comments on recipes with one another on the Campbells Kitchen website. ( Campbellsoupcompany.com) It is suggested that the Campbell Soup Company to improve the flavour of its soup products to earn more demand. Besides, Campbell can try to create more contemporary design for its existing soup products instead of the familiar red and white colour design in order to stand out from various types of products in the market.4.2 Corporate Level Strategy-DiversificationThe embodied level outline of The Campbell Soup Company deals with triplet key issuesi) The firms overall orientation toward growth, stability, and retrenchment.ii) The market in which the company c ompetes through its products and course unitsiii) The manner in which management coordinate activities and transfer resources and cultivates capabilities among product lines and business units The Campbells operates with four products divisions and has expanded its product to microwavable soups to make customers more convenient for preparing soup without container. (Campbells yearbook report 2009) Obviously, the Campbell Soup Company, which is a decentralized company, has been using a related diversification multiproduct strategy. Its strategy is to diversify its business to produce several products, and expanding its market share. Campbell used its engineering support and diversified production to support customers with convenient, good taste and quality food. To support its operating system, department such as Research Development (RD), product development, engineering systems, are involve to produce high quality and lasting operating system to overturn the unexpected shut down. Campbell has tried to use unrelated diversification strategy under the leadership of McGovern as Campbells CEO with the aim of rapidly expand product line to increase profits and revenue. Campbell has tried to pick up other firms to quickly gain access to new products and new markets. Instead of getting only food products, Campbell began to use the unrelated diversification strategy to acquire firms that it felt were positioned to capitalize on the consumers trend and also bought firms involved in all types of business. For example, the triangle Manufacturing Company, a fitness products maker, which is defecately unrelated to the firms core products. (Ireland, Hoskisson Michael 2006) A major reason for Campbells failure to generate financial economies while using the unrelated diversification strategy is that the firms approach to managing its core products divisions neer changed. At the same time, corporate headquarters personnel didnt implement the strong financial contr ols necessary to efficiently manage an internal capital market. David Johnson who replaced McGovern obstinate that Campbell should not longer use the diversification strategy but to reduce the level of diversification by using related constrained strategy to create value through operational relatedness. Campbells related constrained diversification strategy involves transferring core competencies which lead to competitive advantage and start with value chain synopsis to identify ability to transfer skills or expertness among similar value chains and on the hand, to exploit ability to transfer activities. Campbell should enhance more than 60 percent of its condensed line and be more committed to accelerate the performance of their existing portfolio, most notably in U.S. soup, and continuing to lay the foundation for superior long-term growth. (Campbell Growth Plan 2010)4.2.1 External Acquisitions and Partnerships Through value-creating external development, Campbells is able to in crease its market presence throughout its product lines. For instance, Campbells Baking and Snacking segment is positioned to grow due to the companys recent acquisition of Ecce Panis, a manufacturer of artisan breads. This acquisition allows Campbells to enter into the well-heeled artisan bread market. With the ever growing foreign population in America, it is suggested that Campbells should consider products that have more of the ethnic background of these immigrants. The brand could quite a possibly extend the depth of the line with consideration to the vast number of different tastes in the society today.5.0- Strategy Implementation A clear mission statement helps in providing focus to an organization and is essential for in effect establishing objective and formulating strategies. (Haberberg and Rieple 2001) In order for the Campbell to proceed into a future where competition is highly competitive, they need to define who and what they truly are, their concerns, their philoso phies, and what gives them the competitive advantage over their competitors. This must be clear throughout all areas and divisions, at all levels in the company, in order for the writ of execution of the mission statement to be successful. The Campbells strategy implementation includes designing the organizations structure, allocating resources, developing information and decision process, and managing human resources, including such areas as the reward system, approaches to leadership, and staffing. According to Wheelen and Hunger (2007), the strategy implementation process includes the various management activities that are necessary to put strategy in motion, institute strategic controls that monitor progress, and ultimately achieve organisational goals.5.1- Management IssueRestructuring In food processing industry one year is relatively indiscernible from the next from a macroeconomic head teacher of view. Campbells corporate strategy and the companys management structure have undergone several restructuring since 1980. On April 28, 2008, the company announced a series of initiatives to improve operational efficacy and long-term profitability, including selling accredited salty snack food brands and assets in Australia, closing certain production facilities in Australia and Canada, and streamlining the companys management structure. As a result of these initiatives, in 2008, the company recorded a restructuring charge of $clxxv millions. The charge consisted of a net loss on the sale of certain Australian salty snack food brands and assets, employee severance and benefit costs, including the estimated bear on of curtailment and other pension charges, and property, plant and equipment impairment charges. The cost of restructuring operation is shown at Appendix 2Workforce Diversification The Campbell strive to sanction their promise of Campbell Valuing People, People Valuing Campbell by providing employees with the resources required to do their jobs well competitive compensation and benefits the opportunity to learn and grow through their work. At present, the Campbells advance of theater directors consists of 14 independent members and one company executive, the CEO, Doug Conant. Board operations are managed by an independent, non-executive Chairman. The Board believes that diversity in the backgrounds and perspectives of their directors contributes to sound corporate governance. Currently, three of their directors are women, one director is from India and one director is African-American. The Campbells Board of Directors is shown at Appendix 3. The CEO believes that workforce diversity is essential to be a mainstay inside the company overall strategic objectives. Hence, Campbells is committed to attract a diverse group of talented employees and providing all their associates with development opportunities and a culture in which they can flourish and provide their employees with career development and quality-of life enhance ments that make Campbell a special place to work. The directors receive annual fees equal to the median directors compensation paid by peer food and consumer products companies. Approximately 50 percent of each directors fee is paid in cash and 50 percent is paid in common stock. Director stock ownership requirements have existed at Campbell since 1993. Currently, the directors beneficially own more than 44 percent of the companys common stock. (Carlin, M Harris R 2008)Though the Campbells has successfully implemented workforce diversification strategy, it is recommended that the company offers stock options to their rank-and-file employees too. By offering employee stock options, workers are given the chance to buy shares in their company at a specified price. The grant or strike price, should be pegged to the value of the stock when it is offered to employees. Employees have the option of buying the stock at a set price then selling it after a period of time.Employee Engagement T he Campbell believes that employees will feel most valued when they are fully informed, understand the companys business goals and plans and are invited to offer their feedback on a regular basis. In 2007 and 2008, Campbell was recognized by Gallup as one of the top hat Places to Work in America. The company believes that its work environment has contributed to their relatively stable retention rate and their improved marketplace performance. (www.euroinvestor.co.uk) Campbell conducts annual employee survey to develop work group action plans, empower individual employees to improve the workplace and to strengthen the companys business practices.5.2 Marketing IssuesThe Campbells understands that successful marketing implementation is touch by marketing variables.5.2.1 Market Segment The companys 2009 financial reports segment their business into four key categories US Soup, Sauces and Beverages, Baking and Snacking, International Soup, Sauces and Beverages, and North American Foods ervice. With sales approximating $3.8 million, US Soup, Sauces and Beverages accounted for approximately half of the sales in FY 2009 and group the bulk of profits for the company. Core brands like Campbells, V8, Swanson and Prego delivered a combined 4% growth through a combination of innovation, consumer trade downs, and improved dispersal channels.( Appendix 2)5.2.2 Marketing StrategiesProductThe Campbells positioning is providing healthy and nourishing products deep down the product line.* The product line width come in many different options. This being said, the depth of the product line is in fact the largest. Each product comes in a multitude of different sizes and flavours. The brand offers adequate products for the consumers.* In addition to the size and flavours, the packaging is well unionized for that of single or multiple item purchasing.* The packaging also achieves an absolute perception in the consumers mind. They use well known athletes to convey the message of health to the consumer.Price* The determine of the products within the brand name are consistent with that of the positioning. They provide the perception that to eat healthy the consumer should not have to pay more.* The Campbells brand is typically priced at twenty cents above that of their major competitors. This is the act of swaying the consumers mind to the perception that Campbells is of a higher quality than the competitors.* opus operating in an elastic market, Campbells employs special event promotional pricing strategies in order to remain competitive.* The company also offers discounted pricing on certain seasonal items and during holidays. In addition to these promotional strategies, they employ the mirthful even strategies to convey the message that their brand is that of higher quality.Distribution* Campbells brand is distributed intensively throughout all geographic locations within the get together States and many foreign countries.* In the distribution process , Campbells deals with wholesalers and retailers thus creating the supply channel. This is a very profitable concept as long as the lines of communication remain opened. Catalog marketing is also another form of distribution that is employed. This is well achieved due the fact that the shelf life of the products is long.* The products are very easy purchased at any marketplace at any given area of the US.Promotion* In using the most recent athletic figures in their advertisements, they are successful in maintaining their position of health.* In the use of the retailers to help marketing, they are employing the cooperative advertising technique. This helps to advertise their products from numerous different angles.The force of themarketingstrategiesemployed by Campbells has made them recognized as the premium brand within their product lines. In comparison to the competition, Campbells focuses a great deal on interacting with the public with such efforts as sweepstakes and giveaw ays and also education. Their public relation efforts have ranked them as one of the most society conscious brands in the business.6.0 Conclusion A strategic analysis is most applicable to strategic management at the business unit level of large transnational firm such as Campbell Soup Company. At the strategic analysis stage, internal and external environmental scanning by using Porters 5 forces model and Swot analysis are conducted. Besides, benchmarking is used to evaluate performances. Strategy formulation which derived from the Campbells objective and mission is undertaken to outline the business level and corporate level strategies. Strategy at business level deals with which market the company chooses to compete while strategy at the corporate level is more concerned with managing the portfolio of business. The final strategy implementation stage includes the management issues, staffing and marketing variables which can influence the profit margin of the company.List of Refer ences1. Campbell Soup Company, some Us, online, retrieved 2 exhibit 2010, http//www.campbellsoupcompany.com/about_us.asp2. Henry, A 2008, Understanding Strategic Management, Oxford University Press, New York United States3. Porter, M. E. (1996) What is Strategy,Harvard Business Review, 74 (6)61-784. Food Processing Industry,2006, retrieved 6 March 2010, http//www.miti.gov.my/cms/documentstorage/com.tms.cms.document.Document_7674150a-c0a81573-2d952d95-c9439446/ fella%2019.pdf5. Wheelen T.L, Hunger J.D, Concepts in Strategic Management and Business Policy, 2007, tenth edition, Pearson apprentice Hall, United States of America6. Ghemawat, P., Collis, D., Pisano, G. and Rivkin, J. (2001) Strategy and the Business Landscape Core Concepts, stop number Saddle River Pearson Education.7. Campbells Corporate Social Responsibility Report 2008, retrieved 6 March 2010,http//www.campbellsoupcompany.com/csr/documents/Campbells_CSR08.pdf8.Campbell Outlines Growth Plans for U.S. Condensed Soup B usiness, retrieved 5 March 2010 http//investor.shareholder.com/campbell/ReleaseDetail.cfm?releaseid=4452899. Carlin, M Harris R 2008, Mm Mm Good for the Long-Term, The Story of Campbell Soup Companys Long-Term Compensation Strategy, New Jersey10. Haberberg, A. and Rieple, A. (2001) The Strategic Management of Organizations, Essex Pearson Education Limited.11. Wolpert, J. (2002) Breaking out of the innovation box, Harvard Business Review, pp.77-83.12. R. Duanne Ireland, Robert E.Hoskisson, Michael A.Hitt, Understanding business strategy Concept and Cases, 2006, Published by Thomson Learning, pg150(corporate level strategy)13. Campbell Soup Company Annual Report 2009, United States of America14. Campbell Soup Co Form 10-Q Quartery Report, 2010, New Jersey15. Campbell Soup Company Receives the Gallup Great Workplace Award 2010, retrieved 8 March 2010,http//www.euroinvestor.co.uk/news/story.aspx?id=1093798416. Porter, M. E. (1980) How belligerent Forces Shape Strategy,Harvard Busines s Review, 57 (2)137-145.17. Campbell lowers outlook, plans soup changes, retrieved 5 March 2010, http//www.msnbc.msn.com/id/35445380/ns/business-consumer_news/ result cut sodium and change the design and packaging of some brands18. Ellison, Sarah, Campbel

Analysing Structure Of Stories Literature Essay

Analysing Structure Of Stories literature EssayThis chapter foc utilizations on the coordinate of stories in contrastive mediums. Storytelling and the development of media deliver alternately influenced from individually champion an opposite, and each new medium has established a new kind of accounttelling. A boloney is much than than works and events. The sequence of spotions and events jibe to a recollecting creates a specific kind of twist. A narratives social organisation is not the meaning of a fixed coiffe obviously more the rules and the focuss of combinations of events that creates a meaning. Therefore, perceptiveness a scores body building is chief(prenominal) in the narrative development process.Transmedia storytellingThe structure of each medium allows for a diverse public presentation and affects how the meanings of stories atomic number 18 created and sh argond. Performativity need not be solely on the stage. Auslander stated that we live i n a mediatized world, and that performance has sp rent across media, infecting the other media with performative spontaneity from both performers and auditory senses (Auslander, 1994). The stories we beat heard, seen and read in a single medium micturate not lacked impact, but incorporating some(prenominal) media offers a solely new experience as Jenkins mentioned ab turn up transmedia.Transmedia is a marge coined by Henry Jenkins to describe how stories net be told across media in such(prenominal) a way as to take advantage of what each medium do best. As Jenkins stated,Transmedia storytelling make fors a process where integral elements of a fiction get dispersed dodgeatically across multiple spoken communication convey for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story. (Jenkins, 2007)With transmedia experiences, where it is basically out(predicate) for so meone to contain expertise in ein truth medium, we may rattling see a streng and thening in the individual media as authors and artists focus on their expertise and return to specializing and mastering their medium of choice (Davidson, 2008). This heart and soul that the choice of media is not by content of the story but more by the expertise.Although the term transmedia emerged in the 21st century, the fiberistics of transmedia back be determine in the wayang tradition. Mrzek stated that the media or the arts be more alike(p) artistic techniques than materials, or more like musical instruments than sound waves. He stated that the media in wayang narrative, dialogue, puppets and puppet ride and their particular ways of running(a) and functioning atomic number 18 creations of an artistic tradition, rather than universal, pre-existing categories (Mrzek, 2005). Puppet movement and puppet compositions, narration, dialogue, and music ar combined and employ to build the wh ole of the performance. Narration and dialogue appear to be in a fellowship apart because they both use verbal language but the fount is not as simple. During both of them, the puppets ar on the screen, and both the narration and the dialogue well-nigh interact with the images. In the case of the dialogue, this is immediately unadorned it is the characters, acted by puppets on the screen that are represented speaking the vox and the language are fused with them. In the case of narration, the fundamental interaction with the optic image is to a fault close the narration describes the scene and the characters and their actions, and is always closely juxtaposed to the visual images. Dialogue and narration are never quite a purely verbal media they are connected to the visual images and constantly interact with them. However, if we necessity to see the separation between the media more unresolvedly, we give notice att destination to at the structuring of the performance in time. There is a very clear separation into three kinds of moments that what could be cal trinityNarration momentsDialogue momentsPuppet-movement momentsDuring the puppet-movement moment the opening night of the audience is represented in the medium of puppet movement, and there is no dialogue and no narration then the dalang or the puppeteer narrates (the puppets are immobile, repair up into pictorial composition), and then comes the dialogue, during which the dalang only moves the hands of the puppets. The moments are represented by periods of music. In each of the moments, one medium comes to the fore, even though it is not necessarily in each pure form, that is, the other media may con a minor function. The media themselves are rarely clearly separate, but the divergent moments (in each one medium predominates) are (Mrzek, 2005).In this study, the web is used as a medium to revive traditional storytelling with puppets. Virtual worlds cannot replacement the rich experien ce of performing with real puppets and a face-to-face audience. precisely instead this study wants to ponder the potences of the web and its inclination for this field. This study is likewise inspired from statements from Brenda Laurel. The performative nature of the web, one font of hyper textbookbook and hypermedia on computers, has led Brenda Laurel to get wind at computers as theater. For Laurel, computers have the capacity to represent action in which humans could participate (Laurel, 1993, p. 1). The lecturers are performers within the hypertextual narrative, determine the actions and outcomes by the choice they make.A part of this study also focuses on the structure and process of narrative in hypermedia, in particular the web, and explores the potential application to support telling stories. Hypermedia refers to dynamic multimedia targets that have hypertextual aspects. As Landow and Delany stated, hypermedia is a multimedia extension of hypertext that is more col onial and interactional, integrating visual and auditory experiences as well as text and links to give more contextual synthesis of the learning explored (Delany Landow, 1994). For example, a web page with java scripting and interactional graphics, videos and sounds is a hypermedia tendency (Davidson, 2008). A characteristic of hypermedia is non-linearity structure, which allows us to navigate through an information space using associative linking. This leads to idea of intertextuality as we describe in the near section.IntertextualityIntertextuality refers to the numerous implicit references in each text to other texts. No text is written completely isolated from other texts and can stand entirely by itself. Hyperlinks in hypertexts and hypermedia documents emphasize such intertextuality in a way that is impossible in printed texts they can lead directly from the hyperlinked terms, phrases or images to other contexts in which the homogeneous terms, phrases or images are mean ingful, whether inside or outside the given hypermedia work itself (Delany Landow, 1994).Intertextuality can also be understood as the process of drawing on ones experience with multiple texts and making connections between these motley texts and the present text beingness see (Davidson, 2008). Long and Strine illustrated how the process of experiencing a text necessitates that the audience carrys an intertextuality to bear in order to understand the text being experienced (Long Strine, 1989). When we read a book, we bring our intertextual experiences of all the other books we have read to die hard with the current text itself, and from this playfulness, we assemble a deeper meaning of the text(s) involved.The discretion of traditional textual objects, such as novels and films, is dependent to a legitimate measure on the decoding of intertextual references to other media in these texts. Thus, the pleasure of devour these texts can be seen to be contingent to a true limit on the substance ab substance abusers ability to identify and decode these allusions. This intertextual element also exists in new media, especially since media content is increasingly brought to the consumer through different channels concurrently.Intertextuality can be make in wayang tradition also. For example, a character is used not only in one story he or she can appear in different stories with different meanings and actions. A story is a part of another story or a story is a biography of an actor from another story. For this study, we want to use this characteristic in the system to provide a suggestion to baby birdren when they want to combine or connect stories. A theme of a story or actors in a story provide be proceeded to bring out suggestions. With this kind of suggestion, the process of story-building is expected becomes simplified.Structure of a storyStories impose a structure on the events that we narrate so that listeners (including the storyteller) can unders tand them, and thereby gain some particular perspective on the events (Polanyi, 1989). A dodge of narrative composed of four characteristics putting, character, theme and plot (Davidson, 2008). Event schemas or scripts are knowledge structures which even very teen children use to organize their ordinary knowledge about events. Scripts also lease childrens comprehension and their recalling of stories about familiar events (Hudson, 1988). A storys structure as a topic of education fosters the ability to detect a meaning by version.Models for developing earnest stories have been proposed for thousands of years. Around 2300 years ago Aristotle wrote his treatise called Poetics, in which he focused on tragedies, or serious drama.Many aspects of poetics are useful for authoring multimedia stories as well the most important being the plot. According to Butcher, Aristotle said that for by plot I here mean the arrangement of the incidents But most important of all is the structure o f the incidents so the plot, being an imitation of an action, must imitate one action and that a whole, the structural union of the parts being such that, if any one of them is displaced or removed, the whole will be disjointed and disturbed. and every story must have a beginning, middle and end (Aristotle, 2008 Lee, 2001).In the next section, a structure of a melo melo prominent work such as a play or film, focusing on Gustav Freytags analysis of superannuated Greek and Shakespearean drama is discussed. The discussion continues by analyzing the geometric structure variations of stories.Freytags PyramidFreytags Pyramid (see icon 3.1) is a way to analyze a plot that consists of five elements in an ascending and descending manner, introduction (exposition, inciting moment) move up action coming falling action catastrophe (catastrophe, re origin) (Freytag, 1900). In the introduction, the plot, characters, and complications are introduced. This leads to the rising action, or t he events that lead to the climax of the plot. At the point of highest dramatic tension, or at a major turning point in the plot, the audience finds the climax. This decisive moment in the narrative is when the rising action is reversed to falling action. The falling action, then, is made up of the events that follow the climax and lead to the denouement. The final outcome, result, or unraveling of the main dramatic complication is called the denouement. The denouement may involve a reversal in the protagonists fortunes, usually as the result of a discovery (recognition of something of great importance previously unknown) by the protagonist. intent 3.1. Frytags dramatic pyramidFrytags dramatic pyramid can be used to analyze the dramatic structure of wayang performance. Wayang performance in general has three acts Pathet Nem, Pathet Sanga, and Pathet Manyura. The performance usually starts at 9.00 pm and will be end at 4.00 am. The following part describes the structure of a wayang p erformance in detail telephone number One (Pathet Nem)Pathet nem is represent childhood, performed from 9 pm until midnight, and consists of 6 scenesJejeran Raja symbolizes that the baby begins to be accepted and nurtured by his mother.Paseban Jawi symbolizes a child who is already getting to know the real world.Jaranan symbolize the jejune nature of children.Perang Ampyak symbolizes a child who has begun to mature.Sabrangan symbolizes a child who has grown but his character is still dominated by emotions.Perang Gagal symbolizes a somebody who does not yet have a definite purpose in life.Act Two (Pathet Sanga)Pathet sanga is symbolizing adulthood, performed at midnight until 2.00 am, and consists of 3 scenes. In this act, the hero is sentiment about problems, and subversive clown figures enter and dispense wisdom and ribald humor.Bambangan symbolizes a person who has begun to obtain knowledge.Perang Kembang symbolizes a growing adult.Jejer Sintren symbolizes a person who has set a goal in his life.Act Three (Pathet Manyura)Pathet galore(postnominal)ura is symbolizing seniority, performed from 2.00 am until 4.00 am, and consists of 3 scenes. This act contains resolution of conflict/problem with some(prenominal) battles.Jejer Manyura symbolizes a person who already knows the purpose of his life and is close to achieving his dreams.Perang Brubuh symbolizes a person who has reached his life goal.Tancep Kayon symbolizes a person who has died.In this study, it is of interest to look at the process of performance of the wayang story rather than at the dramatic structure of wayang stories. The story of wayang is performed in a linear process, always starts from act one, continues with act two and ends with act three. But there is still a possibility to change the storys sequence for some stories. In wayang there are four showcases of play or LakonStandard play (Lakon Pakem) is played rigorously following rules from the book.Improvisation play (Carangan) is playe d following the rules with improvisation.Contemporary play (Sempalan) is played completely out-of-the-book.Biography play (Lakon Banjaran) is played covering a biography of a certain figure.Wayang stories besides having the linear structure also have a non-linear structure, e.g., a contemporary play. This situation gives us an hazard to perform wayang stories in a medium that supports non-linear structures, e.g., the web. Before the exploration of story structures which are appropriate with the authoring tool is proceeded, the variation of story structures will be discussed in the next section.Geometric design structures of storiesEvery story has a structure that can be visualized as a process. running(a) stories have linear processes non-linear stories have non-linear processes. Ten geometric structure variations from Samsel and Wimberly is explored in this section sequent, fork-like, conditional forked (branching with barriers, branching with forced s manoeuvrets, bottleneck ing, branching with ex gratia scenes), exploratorium, parallel streaming, worlds, and multilinear (Samsel Wimberly, 1998).Sequential (Linear)Sequential structure is the basic building gorge of both synergetic and linear media projects as shown gauge 3.2. substance abuser navigation follows a strictly defined procedural path one later another. The user cannot jump from guest A to node C, for example, without having first travelled across node B. flesh 3.2. Sequential structureSequential with Cul-de-Sacssometimes a linear sequence of nodes can diverge into isolated nonlinear deviations offer the user the choice to step off the procedural path into areas that in no way fulfill the critical objective of the piece. much(prenominal) digressions are called cul-de-sacs usually finds, games, or sidebars that explore the themes of the work, but in no way affect the outcome of the story or objective of the work.The interest thing about a cul-de-sac is that its entrance is also it s exit, as shown in Figure 3.3. This applies to synergistic cul-de-sacs as well and is especially important for the software curriculum designer who is trying to financial aid us tell an interactive narrative.An interactive corporate training title, for example, might have a node that demonstrates a crucial excogitation. Several key words or phrases within that node may be hot. Clicking on one of the words might delegate the user to another node that shows that word, along with its definition. This sidebar or footnote has no impact on the training lesson itself. It is only there to enhance the users understanding of the key words and phrases contained in the material. Once the user has finished reading the definition, he or she has only one option to return to the lesson.Figure 3.3. Sequential structure with cul-de-sac (Samsel Wimberly, 1998, p.25)Many childrens edutainment CD-ROMs, such as Mindscapes The Animals use sequential storytelling techniques e.g., a trip to the zo o and link them to archived data (Samsel Wimberly, 1998). A child can travel through the story and click on an object within a scene. This action will transport the child to a cul-de-sac a self-contained node of information such as a video clip of a lion, a photograph of a pelican, an sound recording clip of a monkey, or a text description of a polar bear. Once the information has been delivered and digested by the child, it can either play back the information or return to the main body of the zoo story. The cul-de-sac simply enhances the user experience. crotchIn an interactive program, branching offers the most vestigial course of extending how users navigate throughout the program. In a typical branching structure, the user is presented with several choices or options upon arriving at certain predesignated Forks in the road. found on which path the user chooses, the program follows a new node of content.Figure 3.4. Traditional branching structure forked structures are fa vorite because they easily demonstrate the fundamental concept of interactive theory user choice. Namely, when confronted with a path decision, the user must choose one from several options A, B, or C in order to proceed to the corresponding node, as shown in Figure 3.4.The danger of branching structures is that they can spiral out of control very quickly. Author Neal Stephenson refers to this type of structure as the tree of death, where the story line keeps forking until there ends up being an bunglesome number of outcomes (see Figure 3.5).Figure 3.5. Extended branching structure (Samsel Wimberly, 1998, p.26) qualified Branching Branching with BarriersA subset of branching is conditional branching, which requires the user to erect by the rules of a predetermined condition along the branch in order to proceed through the program. Often, these conditions are puzzles or other obstacles that are slapped bulge out in the middle of the application. The user is forced to solve the puzzle before he or she can continue (see Figure 3.6).Figure 3.6. Branching with barriers structure (Samsel Wimberly, 1998, p.27)conditional Branching Branching with Forced PathsConditional branching often limits user choice in other ways. fleck appearing on the surface to offer many choices and options, the program will often continue regardless of the users actual choice. In essence, the program offers the whoremonger of choice without actually allowing the user to alter the program in any way. The validity of interactivity is strictly limited by the choices offered by the writer.Figure 3.7. Branching with forced path structure (Samsel Wimberly, 1998, p.28)A branching structure as seen in Figure 3.7 using forced paths or critical paths offers the end-user more options and/or more paths to choose from, but only one solution advances the story.Conditional Branching BottleneckingAnother type of condition placed on branching structures (especially when the structure is used in an interactive narrative) manifests itself as bottlenecking. Bottlenecking is when various branching nodes are brought back into the spine of the story in order to rein everything in. This is a crucial structural procedure when you consider the exponential function possibilities created by traditional branching structure (see Figure 3.8).Figure 3.8. Branching with bottlenecking structure (Samsel Wimberly, 1998, p.29)When the various story nodes are folded back so that they foregather into a single story spine, the interactive narrative becomes more manageable. This type of design structure has been implemented in a number of habitual media games and interactive movies over the past several years, including Origins popular Wing commanding officer series (Samsel Wimberly, 1998).Conditional Branching Branching with Optional ScenesSometimes the user gets to choose between alternative scenes that spin out from and return to the indigenous spine of the application whether that spine is a story (as in an interactive narrative) or an objective (as in an informational multimedia application such as a training title). Alternative scenes are commonly found in education and training programs, where it is necessary to demonstrate numerous concepts (see Figure 3.9).Figure 3.9. Branching with optional scenes structure (Samsel Wimberly, 1998, p.29)ExploratoriumExploratorium is empowering structures that allow the user to pause during the program to explore a world within a world. Many interactive storybook titles utilize exploratoriums from the humorous Living Books titles, Arthurs Birthday and Just Grandma and Me to Disneys Pocahontas alert Storybook to simulated environments such as Imergy/Simon and Schusters Star Trek Captains Chair (Samsel Wimberly, 1998). The exploratorium structure can be seen in Figure 3.10.Figure 3.10. Exploratorium structure.Letters A, B, C, D, E, F, G, and H are hot spots or entertainmentclick-ons imbedded into program (Samsel Wimberly, 19 98, p.32). mate StreamingParallel streaming describes many states or paths that exist simultaneously at various levels within the same application. In an interactive narrative, this type of structure allows the writer to create a single linear story, objet dart allowing the user to switch between perspectives, paths, or states. The user can then experience the same series of events from multiple points of view (see Figure 3.11).Figure 3.11. Parallel streaming structure (Samsel Wimberly, 1998, p.33)WorldsWhen two or more environments are interconnected by a common thread be it a theme, goal, mission, or story we have the basis for a world structure. channel to that world series of predefined events or tasks that the user trigger/accomplish in order to move the story or mission forward and you have a design structure that works very well with interactive media programs (Samsel Wimberly, 1998).In a world experience, exploring the surrounding is just as important (and fun) as comp leting the story or achieving an objective. This poses a unique set of problems for the writer.Figure 3.12. World structure.Notice that the world is in the shape of funnel shape (Samsel Wimberly, 1998, p.36)The player is free to roam through an enchanting environment in search of clues to the story. The act of exploration is just as important as the act of discovering the narrative. Each activity has equal merit. The player advances the story by triggering certain author-defined events. Exploring all the worlds, uncovering all the clues, and interacting with all the triggers leads the player to the end of the game (see Figure 3.12).Another way to look at a world structure would be an overhead view, as if looking down into the center of a funnel or cone. The plot points or tasks that user must accomplish are represented by the eight outer(a) nodes. The eight inner nodes in the carousel represent the next set of tasks (see Figure 3.13).Figure 3.13. Carousel entry into a world structu re (Samsel Wimberly, 1998, p.37)Multilinear or HypermediaAnother type of design structure, known as multilinear (see Figure 3.14), either encompasses every type of user path thinkable or no path at all. The World Wide Web, hypertext fiction, MUDs (multi-user domains), MOOs (Multi-user object-oriented environments), and many simulations are good examples. Multilinear structure demands a different kind of booking from its user than do puzzles, branching games, or linear narratives. That is because it is the users themselves who must hybridize their own unique paths through an environment. The writer sets the boundaries and rules of interactivity, but the users must graph their own course through the material.Hypermedia structures, in much the same way as the World Wide Web or a hypertext fiction title, allow the user to become an interactor a facilitator of the story. While surfboard the web, the user decides which homepage to start from and selects which links to follow through the electronic universe. User action determines a pathway through the material. Similarly, hypertext fictions are about the excursion as much as they are about the narrative that waits to be pieced together.Figure 3.14. Multilinear and hypermedia structure (Samsel Wimberly, 1998, p.39)Relevance to the researchOne of the lessons that has been versed from this section is that the sequence of events and actions is important in a story. This sequence leads the reader to follow a dramatic flow of the story. There are causal connections between the events or ideas in the story and these connections tend to be cogitate to the main elements of the story. Through these comprehension processes, readers develop an understanding that extends beyond words and sentences, to reach comprehension of paragraphs and extended text. This knowledge forced the researcher to design a space for children to learn and to practice in building a storys sequence in order to support them their narrative deve lopment.A good plot and dramatic story structure of a story will keep the readers curiosity and their emotional engagement. When a user accomplished a task by using a computer, she/he followed a certain sequence process which is offered by the system. The actions and events of the system and user build a kind of story. It is needed to keep the user attention and their engagement with the system in order to reach their goals. Therefore, the researcher found that the knowledge of the storys structure and the dramatic flow can be used to design interaction between user and system.SummaryThis chapter introduced a conceptual thinking of transmedia storytelling from Jenkins which exposit how stories can be told across media in such a way so as to take advantage of what each medium does best. The stories we have heard, seen and read in a single medium have not lacked impact, but incorporating several media offers a whole new experience.A schema of narrative composed of four characteristic setting, character, theme and plot. The four characteristics are the building blocks of narrative. Event schemas or scripts are knowledge structures which even very young children use to organize their general knowledge about events. This chapter has explained the dramatic structure from Freytag and explored ten geometric-structured variations of stories from Samsel and Wimberly sequential, branching, conditional branching (branching with barriers, branching with forced paths, bottlenecking, branching with optional scenes), exploratorium, parallel streaming, worlds, and multilinear.In wayang tradition, multiple non-linear structures can be found within wayang stories. The audience can follow its own combinations of presented and remembered additional stories check to their own experiences and knowledge. This study focuses on analyzing whether the same character in different stories can enable a similar multiple storylines as well. The concept of intertextuality in this context wil l be used to provide suggestions for children to help them to build multiple storylines by character.