Business Resources Assignment Example | Topics and Well Written Essays - 2750 words

Business Resources - Assignment Example 1.2 Recommendation of Best Strategy for Expanding and Supplying the Four Target Markets 6 2.1 Current Economic and Market Conditions in the Euro Zone 6 2.2 Strategies to Manage Foreign Exchange Exposure 8 3. Factors to Be Considered While Conducting Investment Appraisal for the Strategies 11 References 14 Overview Elecdyne Wales is a South Wales-based electronic goods producing company that had been instituted as a spinoff from a Japanese electronics company and the Celtic University of Technology. The objective of Elecdyne Wales is to develop patentable electronic goods making use of leading edge telecommunications and multimedia technologies and market them in the European Union region. Elecdyne Wales wants to increase its extent of production as it wants to supply its goods in the United Kingdom and Germany this year, and France and Italy in the following year. Thus, the company has to make certain strategic investment decisions and it has four different strategies to choose from. The first option is to expand the existing production capacity at South Wales and reinforce its export function. The second option available is to form a strategic alliance with a European supplier or distributor. The third option is to shift its production base to a location in the European Union region, while th e fourth option is to shift production to Central and Eastern European Countries (CEEC). This paper appraises the strategic investment options available to Elecdyne Wales in context of the latest economic developments in the European region, and recommends the best strategy to cater the markets of UK, Germany, France and Italy. The papers also discusses the existing economic and market circumstance in the Euro zone and proposes both short-term as well as long-term strategies for the company to manage foreign exchange exposure. Additionally the paper also accentuates on the factors to be considered while carrying out the investment appraisal of the last three options available to Elecdyne Wales. 1.1 Evaluation of the four Options in light of recent development in European Economies 1.11 Analysis of Investment Strategy 1 The first strategic option of the company is to expand its existing production capacity at South Wales and strengthen its export function. Implementation of this stra tegy would enable the company to have superior control over its goods manufacturing process and also save the company from economic exposure of an overseas region. Moreover the company would not require additional capital investments to set up a new unit and it would also not lose its technological knowledge and expertise to its foreign associates. Thus, the strategy of reinforcing its existing manufacturing facility would ensure that the company maintains its technological edge in addition to having more operational flexibility. Nevertheless, there are certain drawbacks of this strategy. Since the company is looking forward to export its products to the European markets, carrying out the production in South Wales would rule out the understanding of the European culture and market specifics, in addition to higher costs of manufacture and haulage. Thus, though the strategy gives certain short-term benefits such as no additional production set-up investments, minimal exposure to trans lation and economic exposure and manageable foreign exchange risks; the strategy can be termed as defensive in the long run and it would keep the company away from cost competition (Gillespie et al. 2010). 1.12 Analysis of Investment Strategy 2 The second alternative available is to form a strategic alliance with a European supplier or distributor. If the company opts for this strategy it would gain from the existing network and the market knowledge of the

Jurlique Manufactures And Retails Marketing Essay

Jurlique Manufactures And Retails Marketing Essay Profile Founded in South Australia by a chemist and a horticulturalist in 1985, Jurlique manufactures and retails the purest, most powerful skin care products. The organic and biodynamic farm system, which was built to harvest materials for manufacture products, offers the advantages of providing nature, fresh and sustainable ingredients of products. All kind of skin care products including body care, shampoo, shower gel and essential oil with four fragrances, namely: rose, lavender, citrus and jasmine are available. Jurlique has expanded to over 20 countries. They insist to manufacture products through eco-friendly process and regularly attend activities of environmental protection. (Jurlique 2012) Mission Manufacture purest products which are made of completely organic and biodynamic materials without any chemical added. (Jurlique 2012) Company Positioning Jurlique offers pure and harmless products to help skin become more beautiful with affordable price. Customers will be impressed with the high quality of products and fresh fragrance. SWOT Analysis 2.4.1 Strengths With own organic farmland, sources of materials are sustainable to maintain stable product line.   (Adriana Noton n.d.) Products, which made from natural ingredients, are harmless to health with high skin care efficiency. Jurlique has worldwide presence in Asia-Pacific, Europe, North America and South America. (Jurlique 2012) Good reputation due to the contribution of environmental protection. The products are suitable to sensitive skin with hypoallergenic ingredients. (Adriana Noton n.d.) 2.4.2 Weaknesses Lack of differentiation from other competitors. 2.4.3 Opportunity As organic products are emphasized recently, customers tend to buy nature products which are not harmful to health. The brand awareness has been enhanced in Australia. Customers gradually find out the marvellous efficiency of using natural products. (Adriana Noton n.d.) 2.4.4 Threats There are a lot of competitors such as LOCCITANE, The Body Shop and Aesop, etc. More and more pretenders try to produce similar products and pronounce the same advantage of organic ingredients. (Adriana Noton n.d.) Advertising Objective 3.1. The immediate sales 1. Trying to grab the floating profits like impulse or unplanned purchase.   Ã‚  Ã‚   2. Fulfilling the sales function by represent the new product for existing   Ã‚  Ã‚  consumers who have built the brand loyalty already. 3. To remind the consumer to purchase this new product. 3. 2. The short-term goal 1. This advertising campaign would reinforce the original brand image by market extension. 2. It also would enhance the product exposure frequency to strengthen the brand or product recognition and popularity which lead to repeat purchase. 3. The campaign advocates the green, organic, healthy life style rather than a single perfume brand. 3.3. The long-round aims. 1. Make the consumers add the whole bunch of reliance credits in our brand equity account. 2. Trying to generate the new demands in existing market and get more market shares in this niche market. 3. Increasing the wide acceptance of our brand. Target Market Segmentation 4.1.1 Geographic- This new product-Essential oil perfume will be firstly launched in Australia where is the birthplace of Jurlique. We will run this product in flagship store of Brisbane, Sydney, Melbourne, Adelaide and Perth where have a large amount of population and potential opportunity to promote it. 4.1.2 Demographic- The target market will focus on females whose ages from 20 to 35 years old due to the fact that they have the most powerful ability of purchase. According to Australian Bureau of Statistics (2011), there is the highest population of female in the age level of 20 to 35. 4.1.3 Psychographic- Following the changes in the whole world, the concept of most people has been changed. Especially, people are taking notice of the ingredients of cosmetics. Hence, they do gradually keen on the natural, eco-friendly and organic product. 4.1.4 Socioeconomic- The target market focuses on university students and office ladies, hence, their income level may be low and middle. The average salary of white- collar workers is from 2500 to 5000 Australian dollars (Australia Average Salary Expenditure 2005). buying situation The products are appealed by females who value the protection of their body and health. Also, in current society, most people pay attention on environmental preservation. Hence, they prefer to purchase and search for nature-oriented products which would reduce the harms of human beings and environment. Target Audience The product of essential oil perfume is concentrated on the group of graduated students and office ladies (white collar workers) whose need the durable fragrance to reveal their temperament in every occasion. The majority of Jurlique customers will be women who start caring their skin and beauty. Hence, most products produced by Jurlique are designed with women in mind including perfume, body crà ¨me and lotion which protect womens skin. However, it is clear that women prefer having fragrance all day long. Therefore, it is a chance to do the research and development of oil perfume which have the efficacy of perdurability. Further, the consumption of cosmetic products has rapidly increased during festival time, such as Christmas, Mothers day, and Valentines Day. These women who purchase Jurlique products are between 20 to 35 years old. Product Positioning It is positioned on the aspect of slow fashion which emphasizes nature, eco-awareness, and health. The perspective of Jurliques essential oil perfumes is that the firm integrates the functional advantages of essential oils with our main scents which include jasmine, rose, lavender and citrus. Essential oil could assist customer in refreshing their mind, releasing their pressure and relaxing, also our new perfume would help females enhance their charm and self-confidence. Moreover, the ingredients of the essential oil perfumes are nature without chemical elements. Therefore, the new product would not injure customers body and health. Competitors 4.5.1 Competitive advantage Compared to Jurliques competitors, such as Loccitane and Aesop, they have similar philosophy and the same product categories. However, the new product of Jurlique could be distinguished from others, because our new product involves natural essential oils. In addition to this, the product of essential oil perfume has never been developed in the two firms of Loccitane and Aesop yet. Thus, this would have a high attraction on female market. Creative Message Strategy Theme The communication objectives As this oil perfume is a new product, the most important objectives are to enhance the customer awareness of the product, and impressed them by the first advertising. The product knowledge of nature and harmless ingredient can be conveyed in advertising. To stimulate the buying behavior by this creative advertising. Customer insight Customers gradually concern about nature and healthy ingredients of products, especially in food and those using for skin care. Message (à ¥Ã‚ ·Ã‚ ®Ãƒ ¥Ã¢â‚¬ ¦Ã‚ ©Ãƒ ©Ã‚ »Ã… ¾) Different from other women perfume advertising which emphasizes the appeal for men, Jurlique advertisement will focus on the distinctive features which are less harmful and helpful to relax with fresh fragrance to attract women who concern about the harmless ingredient of products and those who are under stress. Look and Style Appeals Media Objective 1. Reach 80% of the target audience at least 3.2 per three month. 2. Use selected media to provide coverage of approximately 40% of target audiences per month. 3. Design to launch the advertising on holiday period and four seasons. Media reach and frequency The major objective of the advertising is that provides the information of a new campaign to existing consumers and appeal a great number of potential target audiences through selected media. Also, Jurlique is established and well-known brand in Australia. Thus, low-frequency strategy and high-reach strategy are appropriate for the campaign, based on Wells et al. (2011), high-reach strategy and low-frequency strategy could be used to launch a new product with notable brand in order to deliver reminder and simple messages. In order to calculate effective frequency, the company use Ostrow frequency model, because Telmar (2010) reported that the goal of Ostrow model is setting up minimum effective frequency level to maximise reach level. Therefore, the lowest frequency of the campaign is 3.2. Besides, according to three selected media, Jurlique assumes that the campaign would catch about 40% of potential customers each month when the advertising launching, so the coverage is around 40%. Marketing Factors That Affect Effective Frequency Established brands -.2 -.1 + .1 + .2 New brands High market share -.2 -.1 + .1 + .2 Low market share Dominant brand in market -.2 -.1 + .1 + .2 Smaller, less well-known brands High brand loyalty -.2 -.1 + .1 + .2 Low brand loyalty Long purchase cycle -.2 -.1 + .1 + .2 Short purchase cycle(high volume segments) Product used occasionally -.2 -.1 + .1 + .2 Product used daily -.2 -.1 + .1 + .2 Needed to beat competition -.2 -.1 + .1 + .2 Advertising to older consumers, or children Copy Factors That Affect Effective Frequency Simple copy -.2 -.1 + .1 + .2 Complex copy Copy more unusual than competition -.2 -.1 + .1 + .2 Copy less unusual than competition Continuing campaign -.2 -.1 + .1 + .2 New copy campaign Product sell copy -.2 -.1 + .1 + .2 Image type copy Single king of message -.2 -.1 + .1 + .2 More different kinds of messages To avoid wear out: New message -.2 -.1 + .1 + .2 Older messages Larger ad units -.2 -.1 + .1 + .2 Small ad units Media Factors That Affect Effective Frequency Lower ad clutter -.2 -.1 + .1 + .2 High ad clutter Compatible editorial environment -.2 -.1 + .1 + .2 Incompatible environment Attentiveness high -.2 -.1 + .1 + .2 Attentiveness low Continuous advertising -.2 -.1 + .1 + .2 Pulsed or flighted advertising Few media used -.2 -.1 + .1 + .2 Many media used Opportunities for media repetition -.2 -.1 + .1 + .2 Fewer opportunities -.25 + -.13 + +.13 + +.26 = +.2 .2+ 3.0(Effective frequency base) = 3.2 (Modified effective frequency level) Media Selection 6.2.1 Television Nowadays, although the rapidly rise of social network advertising, the TV advertising is still regarded as the dominant form of media advertising, since it have several advantages which would not be easily replaced like large usage rate of TV , at least few hours occupation per person daily as well as the high reaching rate for different groups of audiences. According to responeseAbility Consumer Research (2001), there 52% of female purchase decisions would like to be affected by TV Advertising in Australia. Also, the target market of Jurlique are females whose ages from 20 to 35, as a result, TV advertising would be the most direct way for product exposure. Meanwhile, it could deliver the message combine audio and video at meantime which could stimulate people, especially for female, to generate advertising appeals or evoke the subconscious possessive willing by using ideal scenario to cater their perception (Fah Foon 2011). 6.2.2 Magazine According to Belch et al. (2012), magazines are a kind of media, which focus on specific target audiences. Also, Wells et al. (2011) stated that the percentage of females titles in the magazine market stands at about 65%. Thus, Jurlique would use this medium to publish its new advertising. In Australia, there are a variety of magazines for females. Jurlique is likely to promote its new perfumes advertising through three womens magazines such as Australian Womens Weekly, Marie Claire as well as Cosmopolitan, because the circulation and readership of these magazines in Australia are approximately above 100,000 and 400,000, and their target consumers age are between 18 and 55 (ACP Magazines, 2012 Pacific Magazines, 2012). As a result, the campaign in these magazines can be easily to catch particular customers of Jurliques fragrance. 6.2.3 Facebook The advantages of social network Due to the vast number of users, social network advertising can easily convey to those used the internet. The cost of social network advertising is significantly lower than other forms of advertising. The messages spread in social network are seen to be more reliable as they are shared by our friends rather than companies Social network create a route for customers to communicate directly to companies, as a result, the brand awareness and loyalty could be enhanced. (Socialolio 2012) Selection of Social network To compare the most popular social network Facebook and Twitter, we find out the age group of Facebook users (25-34) are closer to the target market of Jurlique perfume (Socialbakers 2012)(Alana Jessica Ward 2012). Besides, Facebook profiles can contain more detail than Twitter (ListsHere.com n.d.). What is more, Facebook allows company to provide photos, videos and longer descriptions. Consequently, Facebook fan page is more desirable to advertise the new products of Jurlique. Cost Free to create fan pages as well as post any information there . Reach rate The amount of fans of Jurlique AU is 16248. (Jurlique Australia 2012) According to the research, one Facebook post reach 12% of fans. (Josh Constine, 2012) The average fans which liked the posts from Jurlique fan page is 30. (Jurlique Australia 2012) The average amount of friends of Facebook users is 229. (Bianca Bosker, 2011) 16248ÃÆ'-12%+30ÃÆ'-229ÃÆ'-12%=1949.76+824.4=2774.16à ¢Ã¢â‚¬ °Ã‹â€ 2774 people One post could be seen by around 2774 people Scheduling We divide the product of oil perfume into four flavours to match four seasons. Thus, the product of oil perfume which is for spring season will be initially launched on the beginning of September through mass media which include magazine, television and Facebook from 1 September until the middle of September. After the time, the media of magazine and television will be paused until 15 November, but Facebook will still run all the year. Further, owing to the fact that Christmas day is on 25 December, the advertising of new fragrant perfume which is fit for summer season will be promoted from 16 November within three of mass media above until the end of December. Besides, December is a big sales month for Australian. Nevertheless, advertising period must be continued in one month. Furthermore, 14 Feb is Valentines day, as a result oil perfume with another new flavour will be popularized two weeks ago to match autumn. In addition to this, the mass media of magazine and television will b e carried out again. Moreover, sending perfume as a gift to mother will be a good choice. Hence, before Mothers day, the product will publish new scent for winter and this special day. Scheduling Year 2012 Month Sep. Oct. Nov. Dec. Day ~15 16~ ~15 16~ ~15 16~ ~15 16~ Magazine Television Facebook season spring summer Holiday Christmas Special Big Sales new spring new summer Scheduling Year 2013 Month Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Day ~15 16~ ~15 16~ ~15 16~ ~15 16~ ~15 16~ ~15 16~ ~15 16~ ~15 16~ Magazine Television Facebook season summer fall winter Holiday Valentine Mum Special Big Sales à £Ã¢â€š ¬Ã¢â€š ¬ new summer new fall new winter Estimation of Cost Evaluation of performance For this new product-Oil Perfume, marketing team will carry out an available measuring research of its media campaign to rough execution to testing the final version before implementing, while this activity is running and once the campaign gets to its end. Jurlique is a successful company and has been established for a long time. Hence, Jurlique wants to enhance the business and be able to correct any mistakes, such as cost, on time, also increasing the efficiency of integrated marketing communication and making sure it takes the right media decisions by evaluating the campaign. (Belch, et al., 2009) Pretesting: June to August 2012 Testing positioning, image and brand identity: Jurlique would assess its new campaign concept on selected media. This could help it to understand that the messages in terms of positioning and image of advertising that Jurlique intend to launch are realized by its specific target audiences. Concept testing: At this stage, Jurlique want to evaluate the characteristics (namely slogans) of the advertising in customers mind. According to peoples feedbacks, the advertising team of Jurlique needs to make sure that how well the advertising will perform. How: Jurlique use online survey and focus group to investigate customers imagination and responses to its new campaign. Concurrent: September 2012 to August 2013 (campaign running) In the campaign process, con-current testing will keep working all year to obtain detail information of each stage and all relevant messages will not miss for marketing team. Image, effectiveness and awareness: While the campaign is launched by TV, magazines as well as Facebook, concurrent evaluation may help Jurlique to comprehend the advertising run correctly or not and obtain feedbacks from customers who saw the campaign. If the advertising is not working correctly, the advertising team can deal with it immediately. How: Coincidental survey- Jurlique use online questionnaires and random calling in order to realize what messages customers receive and get responses from them. Thus, Jurlique can obtain qualitative and quantitative information. Impact on sales: During this advertising campaign starts running, the marketing team will study its sales to track the influence of this new product. The purchased proportion will be studied in detail. How: Measuring the differential impact of different budget sizes, and the effects of brand or corporate image by tracking with the general sales statistical study. (Belch, et al., 2009) Concurrent: September 2012 to August 2013 (campaign running) When the campaign comes to the end around September to November, the marketing team will assess its final result in order to figure out whether the set objectives were reached or not. Post-testing not only identify what was doing best, but also serve as input into the future campaign planning. (Belch, et al., 2009) Impact on sales: While the advertising campaign is ended, marketing team will estimate its sales volume and analyze its profitability. In addition, they will judge specific aspects of the advertisement which provides the most efficiency to this new product. (Belch, et al., 2009) How: Comparing the used media tools and the sales statistical studies to determine how the advertising contributes to brand equity and how to optimize effectiveness. (Belch, et al., 2009) Attitudes and persuasion-Commercial reaction: Reference

Tarzan of the Apes and Interesting Narrative of the Life of Olaudah Equiano :: Sociology Essays Research Papers

The Primitive In Edgar Rice Burroughs' Tarzan of the Apes and The Interesting Narrative of the Life of Olaudah Equiano or Gustavus Vassa, the African When societies judge other cultures their judgments are often biased and ethnocentric. In Edgar Rice Burroughs' Tarzan of the Apes, Tarzan, â€Å"the perfect specimen of white masculinity and testament to the viability of white civilization,[1]† projected many ideals and views of European society. Olaudah Equiano gave a first hand account of his life from his captive into slavery through his liberation in The Interesting Narrative of the Life of Olaudah Equiano or Gustavus Vassa, the African. In these two novels members of the European and African society classify the other’s culture as â€Å"primitive†. These classifications lead the reader of both novels to question: What is primitive? Raised in the jungle by apes Tarzan never lived in European civilization yet he â€Å"inherited† the mannerisms and ethics of that society. Burroughs positioned Tarzan at the top of the hierarchy of civilization while he placed the African Mbongo tribe at the bottom. As Tarzan watched the cannibal rituals of the Mbongo, â€Å"[he] began to hold his own kind in low esteem[2]†. Many in Burroughs’ society disregarded the cultural practices of the Africans by writing them off as being primitive and lacking value. Overlooking the social structure and the established customs, Europeans considered the Africans primitive because they were different. Tarzan did not interact with the Mbongo he found them to be savage and uncivilized. This ethnocentric lens that created distinctions and separation transcended the cultural borders. At age 11, slave traders kidnapped Olaudah Equiano, a child who never knew any culture outside of his own. When he first encountered white people, his initial reaction showed the same culture shock and ethnocentric view displayed by Tarzan. â€Å"I came among people who did not circumcise, and who ate without washing their hands. They cooked their provisions in iron pots, and had European cutlasses and cross bows, which were unknown to us; and fought with their fists among themselves. Their women were not so modest as ours for they ate, drank, and slept with their men. But, above all, I was amazed to see no sacrifices or offerings among them.

Comparing and Contrasting Men and Women

MEN AND WOMEN In terms of aesthetics, men and women think very different about their prescriptive towards men and women. Both seem to think differently from one another because men and women are very different from each other. As far as history can go there has been a battle of the sexes going on. Men and women have always interchanged from the bottom of the pyramid to the top. But like always men seem to be on the top. Since men are always at the top level it seems to me that women have to exert themselves to various limits to get noticed but while still keeping a humble mind.This is why women look at themselves for so long in the mirror as well some men do. The studies of beauty in some cases, are much more important to both men and women, but sometimes are afraid to feel a little too cocky about them. A common phrase women use is, â€Å"Boys will be boys†. The reason why it’s used like this is because girls are really distinctive from boys, as well as boys to girls. There are a myriad of reasons why women are the way they are, and a countless reason why men are the way they are.Men, in fact, will always have it easy and pay less attention to women when women most need attention from men. Oppose to woman, who have concerns about what she will wear, or do her hair, but in the end have no complements from men. In the essay written by Dave Barry, he states, â€Å"Men don’t even notice 97 percent of the beauty efforts you make anyway† (Barry 370). I feel like some men don’t take the time to observe a woman’s efforts; instead they stare and have less of a clue of what to say, and move on.Women, most likely would want to be complemented to satisfy themselves with the effort they have done. Susan Sontag uses a perfect example in her essay and states, â€Å"To be called beautiful is thought to name something essential to women’s character and concerns† (Sontag 644). It would be more meaningful to women if they w ere called beautiful every day, to let go of the low self-esteem. Let’s talk about why men are the way they are. I believe that some men are the way they are because they are desperate for a women or sex.Men should feel embarrassed of themselves because it does affect women to see men’s actions be such a routine. Men usually get frustrated when they don’t see things the way they want to, and girls pretty much like it because they get the sense that men are filling their part in caring just a bit. Yet, women don’t get pleased easily. When Elrenreich compares their differences, she states, â€Å"As a general rule, women get irritated: men get mad† (Elrenreich 218).I think what she refers to is that some men sometimes decide to take the lead and play immature, while women have to sit there and support them. This is because women show their way of respect towards men, unlike men who rule themselves and care less about what a women feels. Women instead use their parents’ strategy and respect men by not getting mad, albeit some men do, and some men don’t. Men do not always stress to keep their physical appearance like women do, but instead they try to see themselves as â€Å"kings of the world†.For thus say, men think that they can get any women in the world, when women are struggling and are much more classy to say they can have a man in better phrasing then men do. In the essay, What I’ve Learned From Men, by Elenreich, she explains how women are so much respectful than men and states, â€Å"The attraction of the â€Å"tough guy† is that he has- or at least seems to have- what most of us lack and that is an aura of power and control† (Elenreich 217). Men and women are so opposites from each other when it comes to confidence.Men feel like they know it all, when women feel a lack of confidence. Women sometimes try to use different personalities depending on who these men are. I feel when wo men want attention; they’ll get it, if only they try to be someone else, and Berry makes a clear statement about being out of character, and says, â€Å"The problem, of corse, is that we are not the authors of ourselves† (Berry 9). This is why women sometimes try too hard in using their beauty and knowledge, because some men just play hard to get.Whether men and women argue about their differences and similarities, I feel like there will never be an end to the battle of the sexes. Each individual has different opinions of who’s right or wrong, but no one has the right to state that they are correct because nobody is perfect. Both men and women have their good side about their beauty, and that is what makes someone unique, special, and memorable. The best for men and women is to be themselves in respect to their aesthetics and the beauty that was blessedly given to both sexes.

Kudler Fine Food Essay

Kudler Fine Food is the fast growing fine food specialty business that was established in 1998, and at each of their stores the company first initially selected Microsoft Access as their AIS to track employees, customer, inventory, orders, and sales. Kudler’s products have perishable inventory that must be properly tracked. This brief will evaluate database tables from an accounting perspective. In addition, gives recommendations for improvement, pivot table, and entity relationship diagram will help the company have a better decision-making process. Assessment of the design elements of the data tables from an accounting perspective. Data Table analysis is vital to the success of the business, the data given in these tables is available for the end user to determine how much inventory is available and when it require to order more inventory. The purpose of the data tables will arranges the financial data into department, financial codes, items, and sums of total amount of transaction. Data table get the most out of the informational and visual presentation for the financial data. The user of the data can easily to identify the item belongs to certain department and how many items were received at the given cost for a certain period. In addition, the data allows in finding quantity and total amount on hand for an item and calculating average price of the item. Kudler Fine Foods data tables the company has now, organized per department and location by a general codes in a general ledger. For example the codes differentiated per department, product, and locations, in addition, the first two digits show the location (10) La Jolla, (11) Del Mar, (12) Encinitas, the second show the department (15) Bakery, (16) Meat & Seafood, (17) Produce, (18) Cheese & dairy, (19) Wine. Last, the two digits will show the product (20) imported cheeses, and in the ledger codes each location inventory will be broken down into different department. The inventory data table and general ledger use will not give enough information to the end user of the total cost remaining from the inventory list. The user that is preparing to order items will not know how much inventory is available to order (Wiley & Sons, 2004). An Entity relationship diagram will show the hierarchy of how data reviewed by the end users, and the information represented the entity relationship diagrams includes the company entities and relationship among them. Entity relationship diagrams have for symbols: the entities are represented by a diamonds to describe relationship, the entity is described by ovals, characteristics, and connecting lines illustrates relationships. The entity relationship diagram will demonstrate the hierarchy shapes presented by rectangles, ovals, diamonds, and connecting lines. As an example of (Code: 021520) location Del Mar department is (18) Cheese & dairy, and the product is imported cheeses. The code number will give the purchaser, inventory item, summary item, and the total amount available in the inventory of the item. The data table gives the company accurate information needed for the company to sell the item. The recommendation for improvements to the Kudler Fine Foods data tables, the pivot table is a two-dimensional statistical summary of database information. The database information can be improved by arranging the codes, and categorize the data by compiling the list of product inventory levels. This improvement will simplify the monitoring of items for a department that has different product to sell. Data sorting should allow visualizing of the data faster and finding the information management need to make effective decisions ((Wiley & Sons, 2004). In addition, the improvement of the data tables will give more information to the end users. The data table needs to give substantial information for the decision-making process from management. The improved data-base needs to have the cost and quantity available for effective decisions to be made by management. As an example Del Mar Kudler Fine Food location has $700 of inventory of cheeses available the code is 021520, however it is unknown on the exact quantity. The improvements of the data-base will include the quantity, cost of each unit, and the total available. Creating accurate information will help management know if the stock is low or high with accurate information makes effective decision-making for the company (Wiley & Sons, 2004). Conclusion Presently Kudler’s advised some improvement required to their nventory data table and Kudler’s should update the database with data tables that allow them easily to access and calculate optimal inventory levels for each store. The upgrade will provide quality of data and eliminate redundant information. Kudler Fine Foods values the level customer service that the company has strived to give a high level. Data tables will be monitored to elevate errors, improve accuracy for the company success in growth. Improvements of the data-base are essential for management to make effective decisions for effective customer satisfaction. Pivot tables will allow quick access to vital data.