English language Essay Example for Free

English language Essay Why choose Westminster Kingsway College? Our central London location: courses take place at our Victoria Centre which is a five-minute walk from Victoria mainline and underground stations Our facilities and resources: the centre has a very well-equipped Learning Centre with IT facilities and an extensive range of teaching and learning materials Our online Virtual Learning Environment ‘Moodle’: this allows access to a range of support materials on your home PC Our experience: we have been running teacher training courses for over 25 years and have a well-deserved reputation for extremely high quality, effective teaching Our training team: we have a large team of highly-qualified and experienced teacher trainers. They have all worked in the public and private sectors in the UK and overseas and some are CELTA assessors. You can find out more about them in the â€Å"Trainer Profile† section Our quality assurance systems: in addition to external monitoring by Cambridge, we are part of the public sector and are inspected by OFSTED Our success rates: we have a proven track-record of extremely good pass rates on all our courses The level of individual attention we offer: our trainers are involved at every stage of your course, from initial enquiry to post-course advice and guidance The profile of our teaching practice groups: our students are highly motivated and come from a very wide variety of linguistic, geographic and social backgrounds. Some are asylum seekers and refugees whilst others are living and working in London for a relatively short time. This mix of students means that your teaching practice gives you experience to equip you to teach in a range of contexts in both the private and public sector in the UK or overseas. It also helps you decide which sector you would prefer to work in Extremely high level of trainee satisfaction: see â€Å"What CELTA did for me† for comments from past trainees Advice and guidance on employment opportunities: all our courses include sessions on finding teaching work, and some of our candidates go on to work in Westminster Kingsway and other colleges If you have any questions, or would like to discuss your application, please contact one of our trainers on 020 7802 8940 / 8343 / 8378. The College is closed over Christmas, Easter and during the summer holidays. During these times, you will hear a voice-message giving you further information.3 About Westminster Kingsway College: Teacher Training Westminster Kingsway College’s Teacher Training courses are based at the Victoria Centre, right in the heart of London, about 5 minutes walk from Victoria underground and main line station. In addition to Teacher Training courses, the College offers part-time day and evening courses in English/ESOL (English for Speakers of Other Languages). We are part of the public sector and receive government funding for our courses. This means that our fees compare favourably with other teacher training providers. Our facilities include a large cafeteria, a very well-equipped Learning Centre and computer access for all learners. Our Teacher Trainers All our team are qualified teacher trainers, with extensive experience of teaching EFL and ESOL in a range of contexts, both in the UK and overseas. The majority are also Cambridge-accredited external assessors. They are all directly employed by the College and regularly update their teacher training skills and expertise. Trainer Profiles Katerina Ashiotis: Katerina started her teaching career as an EFL teacher in the private sector in London soon after leaving college. She travelled, then taught in Greece for two years in a private school. She then returned to London and worked as an English teacher teaching adults full-time. She worked in three different private schools as an EFL teacher, Senior Teacher and Director of Studies and started teacher training in 1994. Katerina has a Diploma and an MA in Linguistics and in 2002 completed a PGCE in FE (PCET with ESOL Specialism). Parallel to working and training in the private sector she worked as a visiting EFL lecturer at Westminster Kingsway College for over 12 years. She started working at Westminster Kingsway College full-time as an ELT lecturer and teacher trainer in 2002. In addition to the CELTA course, Katerina is also a teacher trainer for PTLLS and DTLLS courses. Most recently, she has been involved in the design and delivery of a number of training programmes for teachers from South Korea and Albania. Chris Brain: Following a degree in history and a PGCE at the University of London, Chris started teaching EFL in London in 1979. He then worked in Italy from 1980 to 1988 and took the RSA Diploma at International House in Rome in 1986. He returned to London in 1989 and subsequently trained as a CELTA trainer. He continued to work in the private sector, became a CELTA Assessor in 1992 and a DELTA trainer in 1998. Chris joined Westminster Kingsway College in January 2000 as a full-time member of staff and has worked on a variety of courses including EFL, ESOL, CELTA and DELTA. Michael Harmsworth: Michael began teaching in 1982 and became a teacher trainer in 1986. He has been at Westminster Kingsway College since October 1997. Before that he was Director of Teacher Training at two private language schools in London after spending a total of eight years working abroad, in Greece, Italy and Spain. In 1992 he became an Assessor for the CELTA course. Michael has an MA with Distinction in TESOL (Teaching English to Speakers of Other Languages) and the Cambridge/RSA Diploma with Distinction. He has delivered an extensive range of training courses at all levels. His current studies are focused on his obtaining Associate Membership of the British Dyslexia Association (AMBDA). Gabriel Mulcauley: Gabriel completed a degree in English Literature at the University of Sheffield followed by a PGCE in English and Drama at the University of Leeds. Her first experience of teaching English was in a Summer School in Greece. Having spent several years travelling and teaching in private language schools, Gabriel came to London in 1991 and took the Diploma in TEFL at Waltham Forest College in 1992. She began working in Further Education in 1994 at Hackney Community College before joining Westminster Kingsway College in 1998. Gabriel started training to be a teacher trainer in November 2004 and is enjoying this interesting new challenge. 4 Our English/ESOL courses and students Our English/ESOL courses are suitable for adult learners (19+) who are living in the UK either permanently or as refugees or asylum seekers and for European migrant workers. We offer a variety of courses to meet a wide range of needs. Some courses are more suitable for EU migrant workers and enable students to gain a qualification quickly. Others are more appropriate for students who need to catch up on other skills, such as basic literacy. All courses are part-time, either day-time or evening, and last either for one term or one semester (18 weeks). Students study either every day (Monday Friday) or two evenings per week (Monday and Wednesday or Tuesday and Thursday). There are two study options on the daytime courses: ESOL Extra and ESOL Express. On ESOL Extra learners study for 2.5 hours per day and on ESOL Express they study for 2 hours per day. On the evening courses, hours are the same: learners study for 2.5 hours on two evenings per week. Qualifications All the courses lead to an examination: this is usually a Trinity Skills for Life Certificate. We offer these qualifications at 5 levels from Entry 1 (beginner) to Level 2. Students take an examination in Speaking and Listening, Reading and Writing. 5 The Certificate in Teaching English to Speakers of Other Languages: CELTA (incorporating the award in Preparing to Teach in the Lifelong Learning Sector: PTLLS) What is CELTA? CELTA is an initial qualification for people with little or no previous teaching experience. It is the best known and most widely taken initial ‘TESOL/TEFL’ qualification of its kind in the world. Who recognises CELTA? It is accepted throughout the world by organisations which employ English Language teachers. It has also been accredited by the Office of Qualifications and Examinations Regulation (Ofqual) at Level 5 on the National Qualifications Framework for England, Wales and Northern Ireland. Who is CELTA for? People starting a career in English Language teaching: The course will give you a firm grounding in the fundamentals of language teaching practice, and the confidence to use these effectively in the classroom. People looking for a career change or career break: An increasing number of candidates are professionals who would like a new career path or want to take a short break in their existing career, which may involve the opportunity to live and work abroad. People already teaching English but with no formal qualifications: You may already be teaching English but have no formal teaching qualifications. CELTA will help you improve your teaching, confirm your ability and may lead to internal promotion or a better teaching job. Who is eligible to apply? We recommend that candidates have a standard of education equivalent to that required for entry into higher education (normally 2 â€Å"A† levels and above). You will also need good numeracy skills. However, we are happy to consider applications from candidates who do not have formal qualifications at this level but who can demonstrate that they have appropriate language competence, skills, and experience. The course is open to both native and non-native speakers of English. If English is not your first language, you must have a command of written and spoken English that enables you to teach across a range of levels and complete the written assignments. In our experience, most successful candidates have English as their first language and are graduates. What does CELTA involve? The course is extremely demanding and requires a high level of commitment. You are required to attend the whole course, and complete homework assignments. You will have to devote a considerable amount of time to course work outside class hours, and we strongly recommend that you do not do any part-time work or other studies during the course. You should also be prepared to accept constructive criticism from your trainers and other trainees and be willing to reconsider your assumptions about teaching and learning. What does the course cover? The course aims to teach the principles of effective teaching and a range of practical skills for teaching English to adult learners. You will have hands-on teaching practice, observe experienced teachers and complete four practically-focussed written assignments. 6 There are five main units of learning: Unit 1: Learners and teachers and the teaching and learning context Unit 2: Language Analysis and awareness Unit 3: Language skills: reading, listening, speaking and writing Unit 4: Planning and resources for different teaching contacts Unit 5: Developing teaching skills and professionalism. How will I be assessed? You will be assessed throughout the course: there is no final examination. An external assessor, appointed by Cambridge ESOL, moderates each course. There are two components of assessment: Teaching Practice: You will teach for a total of six hours, working with classes at two ability levels. Assessment is based on your overall performance at the end of the six hours. Written Assignments: You will complete four written assignments: one on adult learning and learning contexts, one on an aspect of the language system of English, one on an aspect of language skills and one on classroom teaching and the identification of action points. Assessment and Grading Grading of candidates is by continuous assessment. There is no final examination. Successful candidates are awarded the â€Å"Cambridge CELTA† at one of the following grades: â€Å"Pass†, Pass â€Å"B†, and Pass â€Å"A†. On average, about 60% of our trainees achieve a Pass, 30% achieve a Pass â€Å"B† and 5% are awarded a Pass â€Å"A†. About 5% do not succeed. While everything on the course is taken into account, and you must complete the written assignments satisfactorily, the most heavily weighted factor is your teaching performance. You will receive written feedback, including an assessment of your teaching, on all the lessons you teach. You will have at least two individual tutorials to check that your perception of your progress agrees with that of your trainers. If there is a danger that you will fail, your trainers will make this clear and discuss where and how you can improve. We aim to be as clear and open as possible about your development. As part of the Cambridge scheme, every course is moderated by an external assessor, who visits the college for one or two days. In addition to checking that we are complying with course regulations, the assessor is available to listen to any points you or your group would like to make. If you feel that we are giving you unfair assessments, you can discuss this with the assessor. Applying for the course Selection to the course is based on an interview, lasting approximately two hours and a written task. Please complete the application form at the back of this booklet and submit it with your personal statement to the Course Organiser. You will be given the written task at the interview. 7 Frequently Asked Questions Is it a problem that I’ve never taught before? No. The course is an introduction to English language teaching. People who already have experience sometimes find it a drawback as it can be difficult to unlearn old habits and learn new techniques. I have got lots of presence, I know a lot about English and I am used to standing up in front of people and telling them things, so I am bound to be a good teacher, right? Wrong. The abilities to relate well and listen to learners are more important than an over-emphasis on â€Å"telling†. Does it matter if I miss any part of the course? Yes. 100% attendance is expected other than in exceptional circumstances. What happens if I am ill during the course? The Cambridge rules stipulate that if you miss more than 20% of the whole course or any of the 6 hours of assessed teaching practice, you are not eligible for the certificate other than in exceptional circumstances. Will there be much paperwork? You will be responsible for maintaining a portfolio of your work during the course and this constitutes your official assessed record. You will also need to be able to keep records and retrieve papers easily. I have never been able to spell properly: does it matter? Yes. Learners of English expect their teachers to be able to spell reasonably accurately. Also, Cambridge rules require candidates to be able to write in English that is â€Å"essentially free of errors†. Part of our interview process is designed to check this. Will I have to follow any particular methodology? Our aim is to provide you with a range of techniques and approaches which you will be able to select from. I have never learned grammar before: is this a problem? Many native speakers of English know little about the mechanics of their own language and are unconfident about teaching grammar. Part of our selection process is to check that you have the potential to follow the grammar component of the course. When I have completed my CELTA, what further teaching qualifications should I take? It depends on your career plans. If you intend to work in Further Education, the Cambridge ESOL Diploma in Teaching in the Lifelong Learning Sector will give you the qualification you need. If you want a qualification which has a more international bias, and if you are interested in developing your EFL career more broadly, the DELTA (Diploma in English Language Teaching to Adults) may be more appropriate. We do not currently offer the DELTA course at WKC. If I am successful in CELTA, can I take the Cambridge ESOL Diploma course immediately afterwards? We recommend that you gain at least 50 hours practical teaching experience before starting the Diploma. You will have to go through a selection process which involves an interview and completion of a task. Also, we can only accept you onto the Diploma course if you already teach, or are planning to teach, in the Further Education sector. 8 Useful Books There is no official reading list, but here are some useful titles: Methodology Learning Teaching, Jim Scrivener (Macmillan Heinemann). The Practice of English Language Teaching (4th edition), Jeremy Harmer (Longman). Grammar Practical English Usage, Michael Swan (OUP). Grammar for English Language Teaching, Martin Parrot (CUP). What CELTA has done for me? For many of our trainees, success on their course has led to some very positive changes in their lives. This is what two of them told us: â€Å"I was 51 when I did my CELTA course†¦ a bit old, and my only regret is that I didn’t do it 20 years earlier. My day job had become excruciatingly unbearable and it was when I was doing Spanish evening classes that I got the idea of doing a CELTA when I realised what a pleasant life my Spanish teacher was having. The 4-week course was intensive but that was part of the enjoyment. The three tutors were very supportive throughout and always gave us frank and honest advice. The students were a friendly mix of people and were always patient and good-humoured with their rather clumsy and inexperienced teachers. It was a very rewarding experience and at the end of the course I felt that I had got my brain back. I would advise it to anyone, but especially those who are free to go abroad and teach, as schools in this country tend to want teachers with experience unless you do a Summer School. Nevertheless, a CELTA is a very versatile extra string to anyone’s bow, and with it you should find it way to find a job anywhere in the world.† Mick Hutchinson â€Å"I did a CELTA course when I was 24 years old. I had just finished a contract as an Events Assistant in the city and was looking for something different to do. I had heard a lot about CELTA and TEFL courses and how useful they were if you wanted to go travelling and even to teach English in your home country. I thoroughly enjoyed myself, and it was a very satisfying as well as challenging experience. However, be warned that for one month it is hard work, but it’s well worth it! â€Å"When I completed my CELTA I taught English to Italian students for a while but went back to work in the city. However, I always knew I would use the CELTA at some point and I am now about to spend the summer in Ecuador teaching English!† Diana Chapman What motivates students? What can you do to keep motivation high? Teacher Training with Westminster Kingsway College Teaching is one of the most rewarding professions and it provides you with the opportunity to interact with people of all ages and from all walks of life. Westminster Kingsway College offers a number of teaching courses that will help you to progress into teaching as a career and develop your skills for the classroom. Careers at a glance: Teacher Lecturer Headteacher Social Worker Researcher School Administrator Teaching Courses at Westminster Kingsway College: This is a selection of the teaching courses at the College – contact us for further details. CELTA: Certificate in Teaching English to Speakers of Other Languages Access to Higher Education Diploma: Education Studies and Teacher Training Preparing to Teach in the Lifelong Learning Sector (PTLLS) Diploma in Teaching in the Lifelong Learning Sector (DTLLS) Visit www.westking.ac.uk for further details about Westminster Kingsway College

Classification of Movie Goers :: Classification Essay

Classification of Movie Goers Many people go to the movies. The movies are an escape into a fantasy world. Everyone has a different preference on what kind of movie is the best. Romance, horror, action, and comedy are different types of movies. The kind of movie someone goes to see can give clues to what kind of person they are. People who prefer horror films obviously like to be grossed out or like to be frightened. The horror fans probably tend to enjoy suspense and anxiety. One might suspect these people love to go on frightening roller coaster rides or do other things that would cause suspense and anxiousness. People of this nature might enjoy things that most people would not, considering the amount of gore produced in many horror films. For example, some people watch surgeries on TV. These shows contain blood and things disturbing to others. It would make sense to say that the person who has no problem with the gore in the movies could probably watch and enjoy a surgery on TV. Comedy, most people enjoy going to the movies and laughing. Although most people do enjoy a comedy here and there, some people try to be like the characters in them. These people love to laugh and try to make others laugh whenever possible. Sometimes this is a good thing and one would not mind being around them because they are actually funny. Nevertheless, some of them are down right annoying. If someone tells them they are annoying then that just means to them that they have to try harder to get people to laugh. People who love comedy always seem to love going out and having fun with their life. These types of people rarely get mad either. People who enjoy going out and living up life probably watch action adventure type movies. The ones who like these movies would probably get a kick out of being chased by the police in a car. Risky habits such as doing things that are against the law and hoping they don't get caught could be a trait of a person who likes action adventure movies also. Another thing they might participate in is extreme sports like bungie jumping or skydiving. They might watch the news on TV and hope that a big story with action might come in. Over all they seek what they see in the movies.

Ikea History and Swot Essay

History Ingvar Kamprad, IKEA’s founder, has a very intriguing and impressive life story. Kamprad was a very intelligent young Swedish boy who quickly turned into the 5th wealthiest man in the world. His net worth is now $4.2 billion. At a very early age Kamprad started his selling knowledge. When he was just 5 years old he would buy matches in bulk at a cheap store in Stockholm and re-sell them around his neighborhood at low prices, but enough to make a hefty profit. Kamprad’s selling continued and expanded from flowers to greeting cards to pencils and pens throughout the 1920’s. As Kamprads business skills increased he began studying the retail prices of different items in Sweden. He recognized that furniture prices had increase by 41% in 1935 and realized how profitable this area of retailing could be. In 1943, at age 17 Kamprad received money from his father for his successful studies and used the money to create a business. IKEA was then formed, standing for Ingvar Kamprads initials (I.K.) and the first letter of the farm he lived on, Elmtaryd (E) and the first letter of the village he lived in, Agunnard (A.) Kamprad created his furniture line in 1948 aiming for furniture that would be affordably priced. He began only selling his furniture through magazine advertisements. In 1953 the first showroom opened in Almhult Sweden. This was the first time consumers could physically see and feel the IKEA furniture before ordering them. 3 years later the need for flat packs and self-assembly furniture gave rise; one of IKEA’s co-workers had to remove the legs of a table to fit into their car without damaging the surroundings. (â€Å"IKEA Official Page†) In 1958 the first IKEA store was opened in Almhult Sweden. It was the largest furniture store in Scandinavia at the time with 6,700 square meters. Two years after the opening the store Kamprad introduced the first IKEA restaurant which was located inside the furniture store building. Kamprad expanded his store outside of Sweden in 1963 by opening an IKEA store in Norway. Within ten years IKEA stores were being opened outside of Scandinavian countries and expanding into 3 more continents (â€Å"IKEA Official Webpage†.) One of the most recent expansions was into the Dominican Republic in 2010. IKEA is in the process of opening new stores and developing the most innovative furniture products of today. Store Locations After IKEA opened in Sweden in 1958, it quickly moved into other Scandinavian countries opening stores in Norway in 1963 and in Denmark in 1969. Throughout the 1970’s IKEA rapidly spread through Europe. The first store outside of Scandinavia opened in Switzerland and quickly after IKEA made its presence in Germany. In 1975 IKEA arrived in Australia and opened its first store in Sydney. Throughout the 1970’s IKEA also opened stores in Japan, Hong Kong, The Netherlands and Singapore. Germany has IKEA’s biggest market with 46 stores in the country. Following Germany is the United States with 38 stores across the country. As of right now, IKEA has not appeared in developing countries, but is still planning for more global expansion (Countries.) IKEA group has continued growing every year and is now a large retail experience with over 123,000 co-workers. IKEA’s employees help generate annual sales of more than 21.5 billion dollars. The stores locations are placed strategically. The location is near major roads, freeways and public transportation. Although the stores are not normally placed in densely populated areas, IKEA is still successful and reaps high traffic due to the Huff Gravity model. Since IKEA stores are so large and carry a wide range of products, people are willing to travel a further distance to their stores. The largest IKEA store is in Stockholm, Sweden with a size of 55,200 square meters and following behind it is the Shanghai, China store with a size of 49,400 square meters (â€Å"IKEA†) In 2011 IKEA announced a plan to build a wind farm in Sweden to help IKEA achieve its ecological goal of running on 100 percent renewable energy. The next year IKEA made another announcement about the company creating a chain of 100 economy hotels in Europe. However, these IKEA hotels will not follow the same IKEA brand name and will not be furnished with IKEA’s furniture. The list below contains the country and number of IKEA stores present in the country, ranked in order of their opening dates: Sweden (17), Norway (6), Denmark (5), Switzerland (7), Germany (46), Japan (5), Australia (7), Canada (12), Hong Kong (3), Austria (6), Singapore (2), The Netherlands (12), Spain (15), Iceland (1), France (28), Saudi Arabia (3), Belgium (6), Kuwait (1), United States (38), United Kingdom (18), Italy (20), Hungary (2), Poland (8), Czech Republic (5), United Arab Emirates (2), Slovakia (1), Taiwan (4), Finland (4), Malaysia (1), Russia (14), Israel (2), Greece (4), Portugal (3), Greece (5), Portugal (3), Brazil (3), Turkey (5), Romania (1), Cyprus (1), Ireland (1), Dominican Republic (1), Brazil (1), Bulgaria (1) and Thailand (1) . Target Market IKEA strives to have a wide target market, wanting people around the world of all different demographics and psychographics to purchase IKEA products. IKEA defines its global target market as â€Å"young people of all ages† including individuals, families, design exteriors, and hospitality businesses like hotels. IKEAs target audience includes but is not limited to age groups of 18 to 34 and 35 to 49 years old. IKEA focuses on college and post graduate aged individuals. IKEA’s target market contains both sexes. IKEA’s target market typically lives in urban college and metropolitan areas. The salaries of the target market can range from $15,000 to $50,000 and are usually spending their money on technology products (such as iPhones and iPads.). IKEAs target audience engages in a quick paced lifestyle that may include travelling and moving often, for example moving from apartment to apartment or to an upgraded home. Due to this â€Å"mover† lifestyle they are normally looking for a cheap, easy to build product that can be packed tightly. Because of their median income, the consumer is not very status conscientious and is not searching for expensive designer furniture. The shoppers’ personalities are relaxed and/or creative and artistic. They are considerably fashionable and search for trends, but love to get deals simultaneously. They want to do things themselves (which follows closely with IKEA’s do it yourself product attitude) and care about the environment (Rowe.) IKEA also focuses on budget conscious families. This target market is beginning to start a more domestic lifestyle. The families usually have young children. To satisfy this target market most IKEA stores include a daycare or child-watch section for the children inside the stores. Although this target audience is in a different stage in their life, they still hold similar habits and lifestyle as the previously described target audience (Rowe.) Product Assortment IKEA is a retailer of home furnishings. You can find anything you need for every room in your house at IKEA. From the IKEA official website, their departments include: Bathroom| Living room| Bedroom| Office furniture| Cooking| Outdoor| Decoration| Secondary storage| Dining| Small storage| Eating| Textiles & rugs| Hallway| Youth room| Kitchen| Children’s IKEA| Laundry| IKEA FAMILY products| Lighting| | (â€Å"IKEA Official Webpage†) IKEA sells items ranging in these categories and they even provide customers with the service to help them create their own kitchen, closets and office with IKEA products. Their kitchen services include Total Project Management, Delivery, Installation and more. Their individual kitchen planning start at $199 and their measuring service start at $49. In IKEA retail locations, they also have IKEA Food. They have a restaurant where they sell their own assortment of Swedish food, located inside the IKEA retail store. Customers can sit down in a cafeteria style dining and enjoy IKEA’s famous Swedish meatballs and Lingonberry drink at amazingly low prices. In IKEA, there is also a Bistro/Exit Cafà © right at the checkout where they sell typical American food, ranging from 75 cents to $4, such as hot dogs, chips, soda, frozen yogurt and more. IKEA also has their own â€Å"grocery† section where they sell Swedish food. The IKEA official website states that the IKEA Swedish Food is â€Å"based on Swedish recipes and traditions, the wide choice of food and drink runs from frozen meatballs to sweets and coffee. You’ll save time and money whether you’re making a meal for your whole family or putting together the menu for a party† (IKEA). Their food categories include: Beverages, Easy to prepare, Meat, fish & seafood, Pastries, desserts & cookies, Sweets, chocolates & snacks and Swedish celebrations. The last category has food items such as Swedish Christmas drink, cheese pie, Rhubarb crumble tart, and frozen Saffron rolls. SWOT Analysis Strengths * Low prices: IKEA has a strong concept based on offering a wide range of well, designed, functional products at low prices. They have created a design that is a balance between function, quality, design and price which appeals to customers in tough financial times. Their pricing strategy appeals to consumers both with limited financial resources and those with higher budgets searching for trendy, modern furniture. Due to Porter’s generic strategies, IKEA follows an integrated cost leadership and differentiation strategy. * Product’s ease of assembly: IKEA products come with clear instructions making it easy for anyone to assemble the product without the help of a professional. * Location and design of store (the IKEA store experience): IKEA locations are successful because of the Huff Gravity Model – due to the large size of IKEA, people are willing to go the distant locations where IKEAs are located. IKEA’s store design is very unique. The layout is designed in such a way that makes customers go through the entire store to get to their final purchase. A lot of customers go to IKEA for its unusual experience. * Global positioning: IKEA is available throughout the world and they cater their products to each country they go into. For example, they redesign the size of the beds for the different countries. American consumers need larger sized bedding differentiating from the European consumers who had smaller, longer beds. * Reputation for products and company: IKEA customers enjoy the modern look of IKEA products because the target market consists of creative individuals searching for trendy products. IKEA’s brand is ranked globally at number 28 and ranked number 1 for sustainable image by Ranking the Brands Overview (Brand Ranking.) * Large catalogue reach: IKEA’s yearly catalogue reaches several countries and easily advertises IKEA products to those customers. Their catalogue is distributed in 36 countries, in 27 languages and in 52 different versions. Weaknesses * Product quality: IKEA has been known for having poor quality products. But the need for low cost products means there has to be a compromise between quality and price. * Poor customer service: Because of IKEA’s do it yourself model and very straight forward instructions eliminates the need for a help desk and intensive customer service. Customer service is important to ensure complete shopping experience and ensure repeat business. * Massive store growth- IKEA is experiencing problems in a couple of their home markets. One example is the UK is expanding the number of IKEA store locations but the number of shoppers is not increasing. This means that there is a constant number of visitors divided by a larger number of retail outlets producing fewer shoppers per store. In the past consumers would travel large distances to visit stores and each store a had a large number of visitors, now the amount of consumers purchasing IKEA products has not increased in numbers but they are able to visit a more local store. These new store locations reduce the footfall per store and sales density (SWOT Analysis IKEA.) Opportunities * Financial condition: Because of the current financial condition, consumers are trading down from expensive stores to the low priced products offered at IKEA. * IKEA website: IKEA has an opportunity to grow through expanding their online shopping. IKEA website only has a few items you can purchase and IKEA will ship it to your house or you can pick it up at an IKEA location near you. IKEA could expand their online product offerings and services to increase product sales. * Smaller stores: IKEA store locations are distant and large and they can take advantage of opening smaller stores in more dense locations where people can buy small home products or buy their Swedish food. IKEA must only open these new store locations in places where the number of customers is increasing, to avoid a reduction in footfall per store like the UK market. * More stores in the U.S.: IKEA currently has only 38 stores across the country and they could possibly expand this market due to the high percentage of sales the United States gives IKEA. * Capitalize their Green efforts: IKEA can capitalize on their GREEN efforts. Customers’ desire to have less of an impact on the environment and due to the increased demand for cheaper and greener products, IKEA can take advantage of this and develop these products that the market wants. * Bonus/rewards services: IKEA can add bonus/rewards services to increase customer satisfaction as well as increase customer loyalty. Threats * Product quality: IKEA products are poorly made and people are willing to spend the extra buck to buy a product of better quality that will last for years. * Competitors: More competitors are entering the low price household and furnishing markets increasing the competition IKEA will have to face. * When the economy strengthens- The recession slows down consumer spending and disposable income reduces. However when the economy strengthens, consumers will be willing to purchase furniture products at a higher price in order to get better quality. IKEA needs to find a way to stay profitable when the economy takes this turn. Promotion Strategy IKEA promotes their retail through traditional advertising such as TV commercials, a yearly print catalogue as well as utilizing new ways of advertising such as social media and guerrilla marketing. In the past IKEA’s television commercials were characterized as funny and crazy often stating the slogan â€Å"they are crazy these Swedes†. This statement referred to the â€Å"crazy† low prices IKEA products were offered for. They would also often have a Swedish guy driving a yellow buggy loaded with IKEA boxes. Presently, IKEA commercials are more simple and modern. The new commercials focus on families in a household setting using IKEA products. These commercials continue with the humorous appeal, but only focus on a few IKEA items, to ensure the customers are more focused on the substance of the commercial. IKEA utilizes social media by holding contests on websites such as Facebook. When they were opening their new IKEA Malmo store in 2009, they created a Facebook campaign where a showroom picture was uploaded to their Facebook profile and the first people to tag an item won that item (How To? From IKEA). Through the speed of social media, IKEA was able to get their customers to personally promote IKEA. IKEA also has held several contests throughout the years. They have contests such as â€Å"What’s your story?†, â€Å"The Life Improvement Project†, â€Å"Dream Kitchen Giveaway† and several more. They really enjoy promoting their products by getting their customers involved. IKEA uses customer interaction in many of their promotion strategies. IKEA also has a yearly catalogue that can be sent to your homes or picked up at a local IKEA location. IKEA’s yearly catalogue takes up a large part of their marketing budget because the catalogue is used as a main channel for communication around the world. IKEA’s catalogue is distributed in 36 countries, in 27 languages and in 52 different versions. The catalogues distributed in different countries have the same Scandinavian names but differ in their product offerings which are highlighted on separate pages (Gustafson). IKEA caters to the different countries where they distribute their catalogues by trying to incorporate the different cultures into their catalogue. On top of sending paper catalogues around town, IKEA likes to go out of their way to show IKEA products in their normal settings but in extraordinary locations utilizing the concept of â€Å"guerrilla marketing†. This usually occurs when IKEA is opening new stores. Examples of IKEA’s guerilla marketing include redecorating bus stations with IKEA furniture, redoing a subway bus with IKEA furniture and mounting IKEA furniture off the side of buildings. They make it as extreme as possible because they want to draw in people’s attention and make them stop and have a look. To promote their store in Tampa, IKEA produced their take on a ‘message in a bottle’ by placing an IKEA playroom inside a giant plastic bottle. In Japan, IKEA transformed a gingko tree-lined boulevard in Tokyo’s shopping district of Aoyama into an open-air museum. They had fifteen box-like structures the size of typical Japanese rooms which were fitted out IKEA furnishings (Capell). IKEA alters their advertising to the match the different cultures and environment for each country, but continues to enforce their unusual extreme promotions to reach a large amount of people and hold their attention. . Works Cited Capell, Kerry. â€Å"Ikea’s New Plan for Japan.† BusinessWeek. N.p., 25 Apr. 2006. Web. . â€Å"Facts & Figures.† IKEA. N.p.. Web. 21 Feb 2013. . Gustafson, Martin, and Eric Jonsson. â€Å"Influence of Culture and National Image on Marketing: A Study of IKEA’s Promotion in Sweden and France.† (2008): n. pag. Web. . â€Å"History .† IKEA offical webpage. N.p.. Web. 21 Feb 2013. . â€Å"How To? From IKEA.† IGK Marketing RSS. N.p., n.d. Web. 25 Feb. 2013. . IKEA. Advertisement. IKEA. N.p., n.d. Web. . â€Å"IKEA.† Countries with IKEA Stores. N.p.. Web. 21 Feb 2013. . â€Å"Marketing Teacher.† SWOT Analysis IKEA . Marketing Teacher Ltd 2000. Web. 25 Feb 2013. . Rowe, C.. â€Å"Scribd.† IKEA Marketing Plan. N.p.. Web. 21 Feb 2013. . ADD BRAND RANKING WORKS CITED

Congenital Diseases Congenital Disease - 1210 Words

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