Do Bad Parents Create Mass Murderers Essay - 1488 Words

Since the Jack the Ripper murders of 1888 in Whitechapel, London, the incidence of serial killers had increased at a steady rate. Names such as Charles Manson, John Wayne Gacy, Ted Bundy and Myra Hindley strike fear and horror into the hearts of normal people who cannot comprehend the subhuman actions of such violent people. Arguments still continue as to what drives these people to kill. Many believe that bad parenting and traumatic childhood experiences are a major factor in creating a serial killer, while others believe they are simply born evil, and that no amount of either good or bad parenting can change their basic personality. Statistically, the average serial killer is a white male†¦show more content†¦Years later, Fred and his wife Rose were eventually found to have raped and murdered at least seven girls, one of which was their own daughter. Charles Mansons prostitute mother Kathy Maddox, indifferently declared his name as No Name Maddox on his birth certificate. She hoisted him off on relatives, and in one story, famous but probably untrue, she traded the infant Charlie for a pitcher of beer. When he was sent to live with his aunt, his uncle told him he was a sissy, and punished him by sending him to school dressed as a girl. This humiliation obviously had a huge dramatic impact on Mansons life, making him strike back at society later in life. These are all typical examples of how a severely traumatic childhood can have devastating result in later life. Serial killer Ed Kemper actually blamed his mother for all his murders and rapes. While in custody Kemper stated that Those girls are dead because of the way my mother raised her son. Kempers practice was to beat violently, behead and sexually assault attractive young girls of the type his mother taunted he would never date. Kemper eventually killed his mother in this same way. In some cases, the abuse of children by their parents is barbaric, and it seems little wonder that anything but a fledgling serial killer would come fromShow MoreRelatedSerial Killers : Born Or Created?1658 Words   |  7 Pagestaken by one of the most infamous serial killers in the history of the United States; Jeffrey Lionel Dahmer. Jeffrey Dahmer was much more than a murderer; he raped, ate, and sometimes preserved certain body parts of his victims. But, why? What drove this man to commit such gory and violent crimes? As a child, Dahmer experienced severe negligence by his parents. His mother was a stay-at-home mom (and psychologically ill) and his father was a student at Marquette University. Jeffery’s father traveled forRead MoreMass Shootings Essay1505 Words   |  7 PagesCan We Prevent Mass Shootings? There is an assumption that if you understand the minds of serial killers, or persons who commit mass shootings, that it may help prevent mass shootings. â€Å"Mass shootings are not on the rise, but have held steady over three decades, randomly clustering in time to trick our brains into finding a pattern of increase where none actually exists† (Shermer 3). Mass shootings happen at varying times without rhyme or reason. Some think that a psychological disorder or some geneticRead MoreThe Death Penalty Should Not Deserve A Second Chance1281 Words   |  6 Pageschild goes into a shop and steals goods; the child will be punished for committing the crime because what he has done is wrong and there will be consequences for his actions. As the child grows up they will have learnt from the teachings of their parents or someone they look up to about what is right and what is wrong, therefore the person should know what is seen as morally right or wrong. For people committing first degree murder, child molestation and rape for example it has been proven time andRead MoreThe Death Penalty Should Not Deserve A Second Chance1322 Words   |  6 Pageschild goes into a shop and steals goods; the child will be punished for committing the crime because what he has done is wrong and there will be consequences for his actions. As the child grows up they will have learnt from the teachings of their parents or someone they look up to about what is right and what is wrong, therefore the person should know what is seen as morally right or wrong. For people committing first degree murder, child molestation and rape for example it has been proven time andRead MoreNature vs Nurture1880 Words   |  8 Pageshave such a deep interest in killers, we often do not know how to differentiate between them. All too often, we label anybody who has killed a few people as a serial killer, but that is not the case. There are many different typographies of killers, but the main classifications are mass murderer, serial killer, gain serial killer and spree killer. The first typography that we will look at is mass murderer. For a killer to be labeled as a mass murderer, he must kill at least four people at one timeRead MoreThe Importance Of Banning Assault Weapons950 Words   |  4 Pageswhy can they not just ban assault rifles so us civilians do not have to worry about this happening. Banning assault rifles would create so much relief regarding safety because if the government were to ban them, that ability to go on mass shootings would not be occurring because of the fact that hand weapons have less bullets and mainly are used for safety. Opposing the assault rifles, they are largely used armor holding lots of bullets. Why do someone need heavy artillery like that for in this worldRead MoreChristianity, Judaism, And Islam1567 Words   |  7 PagesFor example, a recent scientific break through is the ability to change the structure of genes in plants modifying them to grow faster, need less water, or resist disease. The theories that are u sed to do this could be applied to humans or animals, which leads to debates about whether we should do this or not. This leads into the final point of discussion for this paper; making decisions for others because we believe we know best. Whether it’s an empire discovering an indigenous people and seeingRead MoreVideogames Persuasive Speech1832 Words   |  8 PagesTelevision is being criticized by showing images of violence and aggression, music is being ridiculed for explicit lyrics, and within the last decade the issue of videogame violence and children has come to the attention of the mass media. The media, politicians, and many parents are blaming videogames for violent acts among children and those less than 18 years of age. But could videogames be the sole cause of violent crimes among children? In the fall of 2005 I took a course here at Coker calledRead MoreEssay on Media Violence: Censorship Not Needed1591 Words   |  7 Pageshotly debated topic. What type o f effects and whom they affect are the most argued aspects of the discussion.    One of the recent violent acts committed by minors was the massacre at Columbine High School. Later it was revealed that the murderers had listened to Marilyn Manson, played violent computer games (such as Doom), and watched The Basketball Diaries in which the lead character slaughtered his classmates and teacher in a very similar manner to the way the Columbine boys later did (TorrRead MoreObesity : A Silent Killer Invading Many Countries Across The World Essay1000 Words   |  4 PagesMichael Mosura Mr. Johnston English II 19 October 2016 Obesity There is a silent killer invading many countries across the world. The elusive murderer is called obesity. Obesity can be caused and prevented several ways. The health risks caused by obesity get worse the more obese people are or the higher Body Mass Index (BMI) people have. Many diseases and life-threatening problems occur while obese. Obesity, a plague that is infecting millions every year, is caused by several personal habits and

The Native American Pursuit Of Justice - 857 Words

The Native American Pursuit of Justice â€Å"Banishment from the homeland, the diaspora of a nation, the exile of a people, and ongoing colonization- these are the legacies Minnesotans and Americans have left† (waziyatawin 17). As a society, our wrongdoings towards the Native American people are irreversible. Yet, it is important to do as much as we can as a society to justify our wrong doings. Gaining knowledge about the injustices society and colonialism has committed on the Native American way of life in Minnesota, brings a responsibility of awareness and action to achieve justice for the Native American community. While learning about the evils done to the Native Americans, there comes a responsibility to use that knowledge. As a person becomes aware of how unjust the acts were towards Native Americans, it is morally right to do something with that knowledge. The United States people owe it to the Native American community to have this knowledge. Information about unfair a nd forced treaties and acts, the cruelness of the United States government, and the genocide of the Native American culture should be widespread. according to What Does Justice Look Like? â€Å"America has yet to keep one Indian treaty or agreement despite the fact that the United States Government signed over four hundred such treaties and agreements with Indian tribes† (Waziyatawin 29). This is just an example of the unfairness Native Americans were treated with. It is crucial that this information likeShow MoreRelatedNative American And Native Americans950 Words   |  4 Pagescountries went through imperialism, reconstruction and wars to pursuit their freedom. Native American’s embarked on new discoveries in America, which began conflicts with White Americans wanting control over what Native American had. Native Americans believed in freedom for the nation, but things began to change for them, when White American passed the Indians removal act. African American a nd Native American had similar experiences to pursuit their freedom. Both races were treated like they didn’t existRead MoreRacism : The Criminal Justice System1040 Words   |  5 PagesMr. Andrew Bagley PLS 213 American Federal Government-Online 25th November 2015 Racism in Our Criminal Justice System There are many different types of unlawful racism in the criminal justice system. It goes from back in the early part of our great nation’s birth to the killing of Martin Luther King Jr. to Ferguson, Missouri. The path that racism takes is from old time’s point of view. The way to clear up racism in our criminal justice system is simple and easy. Americans need to fully understandRead MoreRelationships And Culture Of Early 19th Century America And Their Ramifications1526 Words   |  7 Pagesliberty, and the pursuit of happiness. As a consequence of the formation of the country and its promises, several diverse groups had flocked to the new world to enjoy new lives of prosperity, success, and guaranteed justice. Some of these groups, in particular, had been somewhat vulnerable during the time period, given the context of the simultaneous events, including various conflicts around the world. Namely, these groups of people had been women, Native Americans, and Africa n Americans. NotwithstandingRead MoreEssay about The Criticism of Social Contract Theories1232 Words   |  5 Pagesï » ¿Tatum Schneidmiller Justice Theory Assignment #1 Ward Churchills criticism of social contract theory clearly applies to classic social contract theories that we discussed.   However, Rawls adds the veil of ignorance concept to his more modern social contract theory.   A) Explain the basics of Rawls and Churchills arguments and how they each criticize classic social contract theories.   B) Discuss whether or not Churchills argument applies to Rawls modification and explain how and why it doesRead MoreDemocratic Ideals Shaped America And The Pursuit Of Happiness1557 Words   |  7 PagesIdeals. American society still functions with these Common Ideals. Life, liberty and the Pursuit of happiness, The Common good, Justice, Equality, Diversity, Truth, Popular Sovereignty, Patriotism are all part of the Democratic ideals. If the United states did not have these ideas our country would not be a country. There are seven words that pop into individuals head when you are discussing the Constitution, Life, liberty and the Pursuit of happiness. A meaning of life is That as americans weRead More Social inequality in 1820s Essay1385 Words   |  6 Pagessocial and racial inequality in all American history. The Declaration of Independence states, We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. This infamous passage written by Thomas Jefferson on July 4th, 1776, states that ALL men are created equal and are entitled to Life, Liberty, and the pursuit of Happiness. Although this statementRead MoreRacial Identity And Ethnicity Identity1626 Words   |  7 Pagesracial identity and ethnicity identity by going to school with various people. I then describe how the aspects of my gender identity and racial identity did and did not influence my leisure and life pursuits. My racial identity and gender identity did not influence much of my leisure and life pursuits in my life, I was mostly influenced by my upbringing. Identity Realization Identity is considered to be defined as a person’s personal sense of themselves, in which describes them for whoRead MoreThe Greatest Man Of The Great American Nation Essay1624 Words   |  7 PagesBenjamin Franklin and John Quincy Adams – these two mortal men laid the foundation for the great American nation. Since his own lifetime, Benjamin Franklin has been an American icon for success. During his life, many deemed Franklin the greatest man of the new world, and perhaps the best known in the entire world. Today, his portrait centers the American $100 bill. Franklin worked hard for his success and earned the rewards of fame and fortune accordingly. While alive, Franklin lobbied for â€Å"indefiniteRead MoreFederal Indian Policy : The Indian Removal Act Of 18301584 Words   |  7 PagesFederal Indian Policy Native American’s have always been the aspect that shapes our culture and history today. The rise of the new world started with the discovery of the land of which the Native Americans resided. They are referred to as the indigenous people because they were the people who lived and survived off this land first. The Native Americans have a unique culture that consisted of a bond with nature. They had similar gender roles just like the white population. The men were hunters, warriorsRead More Government and Politics - Time to Stop Lying Essay901 Words   |  4 Pagesbeen nurtured from day one of the founding of this country.    We see constant hypocrisy in the history of this country, and a history of so-called leaders too weak and shameful to admit their wrongs and attempt to create some truth and justice. From the make-up of our Founding Fathers to the men in power today, we can not take genuine pride and we do not wish to follow in these footsteps. We know that, as voters, we do not have any real power of decision or choice. We know that we are

Professional Practice Preparation for Health- myassignmenthelp

Question: Discuss about theProfessional Practice Preparation for Health and Social. Answer: The recruitment process in every discipline is important as it gives an insight of the strength and weakness. Every profession has processes that are distinct in their own way. In the recruitment of nursing as a discipline, many factors are considered in order to issue the license of a nurse. This process begins with qualifications at the beginning of the academic program. First and foremost in order to join the nursing profession papers are critically examined by the concerned academic board (Danielson, 2007). This is to ensure that the student undertaking the course should meet the minimum requirements. Science subjects and mathematics are essential due to the practice required. I completely concur with the admission process having in mind that the health faculty is critical to the lives of citizens. More often than not cases of negligence have been witnessed due to leniency in the admission process (Atwal Jones, 2009). In addition, quack practitioner cases and health malpractices have been reduced. However where I slightly differ is that sometimes a student may not be good in science and mathematics, but have the passion for nursing. In such cases, it would be quite unfair to deny the student chance to train as a nurse. Moreover, it is not applicable to judge a student basing on the high school academic credentials. This is because at times their improvement escalates in the higher learning level. When it comes to the interview process, nursing has a transparent and professional observance to those seeking the job (Danielson Axtell, 2009). This is because at this stage nurses have undergone a thorough training and ethical observance. It is beyond reasonable doubt that every nurse has the skills of handling the sick due to the exposure of several ill health cases. The nursing interview will depend on the health employer, for instance, the private sector will differ from the public (Franklin, 2000). The national government has an interview which is in conjunction with the ministry of health. Screening interview in nursing is conducted by the human resources professional. It is a type of interview that is engaged with a call from the employer to reduce the number of applicants to the job. Here the nurse in question is required to have their resume at hand in a place where there are no distractions. Another form of interview is selection interview, which is usually conducted by t he health supervisor. It is mostly carried out after the first interview with the job seeker having satisfied the health organization. series interview will involve a number of staff members who will meet with the nurse looking for the job. It is most common to nurses seeking senior management positions. Lastly on the interview part, is the panel interview whereby the nurse faces individuals from various departments. The psychometric tests in nursing will always be based on the literacy, psychological, and personality traits. It is important to assist in the formulation of psychological and identification of stress areas. The intelligence of the nurse will be determined and also job reliability on emergency cases. The Myers Briggs Type Indicator (MBTI) is the most widely used and reliable personality assessment in the world. It should be noted that over 50 years of research MBTI has played a critical role in the human management in terms of career and behavioral development. It mostly focuses on the psychological on how people perceive the world around them and the decisions they make. It is an analysis that was founded by Katherine Cook Briggs. MBTI emphasizes that people have different preferences on sensation, intuition, feeling and thinking. As a matter of fact, everyone in the universe differs on various biological and intellectual aspects. For example, in the workplace people with introversion show lower levels of workplace well-being as compared to those of extraversion (Hanton Mellalieu, 2013). Those with ISTP (Introversion, sensing, thinking, perceiving; show the level of thinking in the workplace. This means that the role they play in the workplace is of low standards. On the contra ry extraversion intuition feeling perceiving ENFP has the highest level of thinking and wellbeing. Looking at my MBTI type, I consider being in the ISTP and ENFP in a way .For instance, when it comes to issues related to social behavior I am always on the forefront to engage in interactions which is an extrovert behavior. It is also accompanied by providing solutions to students problems. I find it easy to interact with a student who helps in boosting self-esteem and happiness. However, I have had a self personally test and discovered that on matters regarding life challenges; I am quite the introvert because I find it hard to open up on matters of psychological torture (Compton Baizerman, n.d.). Furthermore many at times I engage in reading many pages of journals and books. When I feel that something bothers me a lot, Id rather think about it than open up to someone. More often than not I have only opened to someone I trust in very few instances. On the issue of thinking I have learned some concepts from the environment and social aspects of people. On the other hand, when it co mes to judging I have always relied on introversion (Kulshrestha, 2012). For instance, this might be political, social or economic issues. Rarely would I have aired my opinion publicly because of the fear of conflict and victimization. On the issue of acting based on a certain situation, I will always be action-orientated or thought oriented. It should be noted in this case that when it comes to making a decision, it will entirely depend on the time and situation. Most of the impulse decisions I make are generally action oriented which might be a talk or body movement. When it comes to sensing and intuition, it will depend if I trust the information. Just as MBTI puts it, I would rather use sensing which will mean that there is a deeper acknowledgment of facts. On the other hand on thinking and feeling are important in rational decisions. After looking deeper into my self-awareness most of the time, I have made decisions based on feeling because of empathy. The lessons I learned he re is that at times emotions tend to cloud judgment. Postgraduate course in nursing is very important to the health sector in the nation and globe contribution. It should be noted that most nurses in the world today engage in diploma and degree programs in nursing. Not only is the number of patients more but also the demand and care. The nursing job requires attention in the night and day which makes it difficult to engage in postgraduate studies (JOHNSON, 2016). Internationally, Kenya to be precise the ratio of the nurses to the population is 83: 10,000 which is way below the world health organization recommendation. The nurses who have undergone postgraduate studies have the upper hand in providing mentorship and skills to inexperienced nurses. Over the recent years, it has been noted that a Masters course in nursing is important because it provides specialization of the course. Secondly, it is an opportunity whereby the nurse gets better pay which helps in building the economy with a wider range of investment. Having a postgraduate program means that; a nurse is in line with the changes in time in regard to the licensing laws. In the globe today, most nurses who have advanced past a Bachelors degree have more flexible work schedules. It is also clear that advancing in the nursing field means that a greater professional network is built. However Postgraduate course in nursing has had a share of challenges; for instance, the fees required for the program is quite an expensive bearing with the fact that most nurses have families to provide for. This makes it strenuous to balance money for family needs and academics. In the long run, it leads to frustrations and acquisition of loans (Fraser, 2016). Another challenge is that to some nurses in different parts of the globe the countries are involved warfare. Having a politically unstable nation; means that the nurse's postgraduate studies are cut short. Nursing as a career needs patience and commitment, but to some practitioners, patience is a value they lack. A negative attitude to the profession leads to a change of career. In African countries mostly the third world, it is difficult to advance in studies, yet health institutions require nurses intervention. Night shifts and day shifts should be well observed. It is quite difficult for a nurse to have a full-time Postgra duate course bearing with the fact their absence will instigate a health crisis. Strikes have also been a massive challenge to nurses in the African countries. This makes it difficult for nurses to carry out their research and projects (Piotrowski, 2014). On the other hand, the 21st century is marked with technological advancements and facilities in the health sector. Nurses in vast economy countries are able to go through Post Graduate Diplomas and Masters Program without putting the nations health at risk. Ethics is important in every discipline because it provides room; for professionalism and matters of career growth in the specific field. It should be noted that in the world today every area study and specialization has guidelines right from the coursework to the practical aspect. Professional practice preparation is a course that prepares students to undertake professional practice placements by building knowledge and skills in areas of professional behavior and communication with clients. It is also essential in self-management, setting personal goals and documentation skills. Furthermore, it is a course that provides students with competency skills in manual handling tasks. In this course moral values like trust, respect fairness and caring in business are emphasized. Moreover, the ethical behavior in this discipline upholds professional reputation at all costs. More often than not the society has been in a dilemma when caught in situations of professionalism and friendship; it i s to this effect that stakeholders are required to observe ethical behavior as the profession states. It is a course gives the right guidance when caught in a situation whereby a person feels that they are in an emotional dilemma by observing their reputation. Professionals in the professional practice have principles that ensure there is transparent behavior. Observing this ethical behavior ensures that there is dialogue even in matters that tend to bring conflict. More often than not confidentiality is a virtue that many human beings have failed to uphold. However, this discipline critically advocates for the confidentiality of clients. Being a confident means that sensitive information is protected which is known to a third party has dire consequences. The importance of ethics in this field is about compliance with laws at all times. Observing the law every time means every case is treated with the equal importance which means that cases of negligence will be avoided. In professional practice, preparation practice provides an opportunity for professionals to understand the psychology of subjects in their case study. For instance, if they are approached by a student who wants to choose a career right from middle school; there are a knowl edge and skills with they are able to detect the learner's interest (Piotrowski, 2014). Ethics in career choice here is observed by discussing the student weakness and strength in the most appropriate manner. Acting without bias is an ethical behavior that observes gender, race, and religion without any form of discrimination. Being socially sensitive means that it promotes self-esteem to clients of who are from different backgrounds of life. It should be noted that in all professionals ethics is a fundamental requirement. It does promote not only values but also promotes growth and development. Ethics is also important in business and any organization that has an ultimate goal of accomplishing goals .professional practice preparation has also had challenges in the observance of ethics. First and foremost not all clients are willing to open up on issues regarding their behavior. Another challenge is that is the increased liability of individual prosecution under the tough legislative regime. Thirdly, it is the educating and managing compliance of the third parties. References Atwal, A., Jones, M. (2009).Preparing for professional practice in health and social care. Chichester, U.K.: Wiley-Blackwell. Compton, D., Baizerman, M.Managing program evaluation. Danielson, C. (2007).Enhancing professional practice. Alexandria, Va.: Association for Supervision and Curriculum Development. Danielson, C., Axtell, D. (2009).Implementing the framework for teaching in enhancing professional practice. Alexandria, VA: ASCD. Franklin, J. (2000).Architect's professional practice manual. New York: McGraw Hill. Fraser, G. (2016).Landscape professional practice. Abingdon, Oxon: Routledge. Hanton, S., Mellalieu, S. (2013).Professional practice in sport psychology. London: "Routledge." JOHNSON, J. (2016).THEORY AND PRACTICE OF MODERN FRAMED STRUCTURES,. [S.l.]: FORGOTTEN BOOKS. Kulshrestha, S. (2012).Urban and regional planning in India. Los Angeles: SAGE Publications. Piotrowski, C. (2014).Professional practice for interior designers. Hoboken, N.J.: John Wiley Sons, Inc.

Levis in Walmart Essay Example

Levis in Walmart Paper Problem Faced with 5 years of declining sales, should Levi’s sell a brand to mass discount retailer, Wal-Mart? Executive Summary Quick! Name the first company that comes to mind for the following products: facial tissue, photocopiers, and jeans. Did you answer Kleenex, Xerox, and Levi’s? I bet you did. The #1 apparel brand for brand awareness and recognition, â€Å"Levi’s† is virtually synonymous with â€Å"jeans. † In the past several years however this strong brand recognition has failed to translate into sales growth and in fact the company has seen a progressive decline over the last 5 years. Faced with the declining sales, Levi Strauss Co. ’s CEO, Phil Marineau, has been considering selling a Levi’s brand to mass discount retailer, Wal-Mart. Bad idea. Clearly this would be brand suicide or, brandicide if you will, sacrificing long-term survival for short-term growth. Levi’s should instead put an end to its brand’s dilution and concentrate its target on trend-setting members of Generation Y by positioning itself as an ultra cool brand with a social conscience. In addition to working closely with its current retail outlets to re-invigorate the brand image, Levi’s should work on growing the number of Original Levi’s Stores worldwide in order to retain as much control as possible over the positioning of the brand. The forecasted financial results show that choosing to revitalize and refocus the brand rather than diluting and devaluing it further by selling a value brand to Wal-Mart will cost the company 50 million dollars in the first year. However, within 3 years the efforts are expected to payoff with a 330 million dollar revenue increase over 2002 vs. 270 million dollar projected revenue loss for the Wal-Mart choice. Plus, Levi’s will be able to hit the triple bottom line by remaining socially and environmentally responsible while increasing shareholder earnings. Situation Analysis Strengths †¢Worldwide recognition of its brand name #1 for apparel brand for brand recognition and brand awareness. †¢Global pre sence †¢Owns 12 proprietary specialty stores. †¢Long-standing relationships with many retailers, enabling it to work across several channels of distribution. †¢Continued success of Dockers. Commitment to ethical conduct and social responsibility. †¢Reputation as the brand that started the blue jean revolution Weaknesses †¢Presence across several retail channels with a number of products aimed at different segments with price points â€Å"from the $250 level to the $25 level† diluting the brand. †¢Being used as a loss leader in several chain and department stores is devaluing the brand. †¢The average price paid for Levi’s at retail dropping. †¢History of Levi’s 1994 Canadian dispute with Wal-Mart may be a barrier to rekindling a relationship with the mass retailer. Recent product releases have met with poor results, particularly in the US. †¢Major stockholder’s deficit †¢Ineffective marketing efforts (30% o f sales spent on marketing, yet sales continue to drop) Opportunities †¢The jeans market is growing †¢Teens continue to be biggest jeans buyers †¢Mass merchant channel largest and fastest-growing retail channel for jeans and apparel Threats †¢Competitors at all levels of spectrum including high-end segment, vertically integrated retailers in middle segment, and private-label brands offering comparable designs at reduced prices. †¢Apparel sales down in 2001 Average price of jeans has dropped over the past 10 years due to the proliferation of off-pricing and private-label brands 40% of jeans sold below $20. Issues facing the organization As the jeans market has polarized towards the low and high ends, the Levi’s brand has found itself caught in the middle. Priced between $30 and $50 a pair, the jeans do not offer the same image or design as the high-end brands, or the complete wardrobe selection of the vertically integrated retailers. Also, they do not offer the inexpensive alternatives found through private labels. We will write a custom essay sample on Levis in Walmart specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Levis in Walmart specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Levis in Walmart specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Further, while the jeans market continues to grow, to stand out in the cluttered market, a company must have a real competitive advantage. In the case of Levi’s it seems that mere brand name recognition isn’t enough. And with 5 years of declining sales, Levi’s has to reinvent itself or die. After reviewing the situational analysis of the company, several alternatives can be considered. Alternatives 1. â€Å"Do nothing† and hope to sell more. Faced with a 5 year decline in sales, doing nothing isn’t a very sound strategy. However, perhaps current initiatives such as new product offerings and specialty retail channels need more time to catch on. 2. Enter a new market with a new product. Sell a Levi’s value brand to mass retailers such as Wal-Mart, a retail channel that accounts for 31% of all jean sales. The potential increase in sales from this new channel is probably very good in the short term, however the risk is that entry into the discount market even with a Levi’s value brand that’s differentiated from the main product line, will further devalue and dilute the brand, making it unattractive to its current retailers. If Levi’s gets dropped from chain, department stores, and independents because its brand is no longer relevant to its customers, then the potential loss could offset a good deal of any potential gain. Further, once the brand loses its â€Å"shine,† through dilution, discounting and devaluation, the benefits to Wal-Mart of carrying a higher profile â€Å"national brand† are lost. A likely scenario is that in the long-run, Levi’s would only be carried in discount stores, its brand image too tarnished for chains and department stores, and even in mass retailers used as a loss-leader for the store’s own private labels. 3. Another alternative, which is similar to the last, also involves Develop and sell a non-Levi’s branded line of jeans to Wal-Mart. The advantage of this is that Levi’s could open up a major new retail channel without devaluing the mother brand. However, this scenario is probably far less interesting for Wal-Mart that would be looking to leverage the nationally recognized brand to improve its own brand image. Interestingly, this scenario is probably far less interesting to Levi’s too, since if Wal-Mart did pick up the generic brand, chances are that it would fall under the â€Å"better† or more likely the â€Å"good† end of the spectrum rather than the â€Å"best,† and the price point would either be unprofitably low or set unreasonably high in order to drive purchases of Wal-Mart’s private labels. 4. Stop extending the brand to the point of complete dilution. Update brand personality and marketing mix to make Levi’s a fresh and relevant brand that resonates with trendsetting youth and speaks to Levi’s management’s perceived competitive advantages, such as commitment to ethical conduct and social responsibility, and the focus on product innovation, quality, and value, rather than simply trying a new channel for a distressed brand. In speaking to a specific target, rather than trying to be everything to everyone, marketing dollars can go a lot further. And by focusing on the demo with the most influence on trends, youth, who have the most dollars going towards jeans per person per year, the chance for growth is good. Plus, by focusing less on the product and the retail outlets and more on the Levi’s experience, there is major potential for organic brand extensions and growth. On the other hand, the risk is that the brand has already been too neglected and diluted and is so â€Å"old school† that it’s too late and will never be perceived as cool by the youth market. In this case getting the last bit of life out of a dying brand by distributing it through mass market channels may be the only answer. Recommendations The financial analysis (appendix A) compares projected results of taking a value brand into Wal-Mart with not taking the brand to mass market and instead concentrating the target, dialing up the cool factor and re-positioning the brand to resonate with the 20% of consumers who have the potential to bring in 80% of revenue (the 20/80 rule of business) – the tween, teen young adult market. As we see, introducing a value-brand at Wal-Mart is expected to sacrifice long-term revenue growth for short-term gain since the devaluation of the brand through its association with a discount mass retailer would likely cause department stores and chains to drop the brand one by one. Once the brand has no life beyond the discounter, its value goes down and is likely to command lower price points and less sales even at the mass level. Within three years, we predict that going the Wal-Mart route over the re-positioning route will cost Levi’s 660 million dollars and ensure that the brand is headed towards extinction. On the other hand, while sales are not likely to grow while the brand is in the process of the transition to focus on becoming relevant to the younger, influential market, we see that after the first year, increased price points and distribution, particularly in its specialty outlets should translate into steady long-term growth for the company. Therefore, in order to turn sales around while protecting the integrity of the brand, the best alternative is the last one, which relies on a market penetration strategy, increasing share among existing customers by focusing promotional efforts, combined with a product development strategy, to identify the best products to appeal to the target demographic. The first step in reviving the brand is to choose to fight brand dilution through concentrated targeting. Levi’s must identify the marketing segment that is most important to Levi’s present and future growth and identify the characteristics, needs and motives of that segment in order to develop and maintain a highly specialized marketing mix. By choosing Generation Y (young people born between approximately 1979 and 1994), also called the Net Generation, or the Millenials, as the main target to lead the brand revitalization efforts, Levi’s would leverage several attributes of this group. First, it represents a demographic of about 76 million in the US. Second, they are in the â€Å"young single† stage of the life cycle, which means they have few financial burdens and therefore more disposable income. Young people are also an aspirational reference group for fashion. If young, hip, trend-setters choose to adopt the brand, this would significantly improve the brand image. Levi’s apparently understands this in theory, selling a few higher-end brands aimed at fashion-forward youngsters in the 15- to 24-year-old range, however the problem is that these brands aren’t resonating well enough with this influential demo to have the intended halo effect on the rest of the jeans line. In order to gain success with this group Levi’s must first change neutral or negative beliefs about product attributes into positive ones. For example, Levi’s needs to go from being â€Å"your parents’ jeans,† to a brand that has relevance in the lives of these young people. Brand is very important to this demographic and they are willing to pay a premium for it. In addition, Gen Y likes and expects personalization and customization. Further, this is a segment that has a much bigger environmental and social conscience than does the generation preceding it. Other important considerations when marketing to the tween and teen demographic, according to Paul Kurnit during his presentation on Understanding Youth, in order to build a relationship with the brand are to: make it lifestyle relevant, give it badge value, generate buzz, make it authentic, let them own it (â€Å"I’ve created this†), and keep it fresh in the long term. By re-positioning the Levi’s brand as a stylish brand with a social and environmental conscience, Levi’s can become extremely relevant to this demographic. And this positioning is actually very close to what management already claims are its competitive advantages, including commitment to ethical conduct and social responsibility, ad the focus on product innovation and quality. The re-positioning will simply take these perceived competitive advantages, shout about them, and give them relevance for a very targeted segment. Some recommendations for the marketing plan to achieve this re-positioning and turn around Levi’s fortunes are: Product †¢Higher-end fashions that appeal to Generation Y Environmentally friendly fabrics used in products (e. g. organic hemp weave) †¢Use manufacturers worldwide that practice fair employment practices use environmentally friendly production processes. †¢Bags for merchandise should be paper, made of recycled materials and be cool and of high quality so that consumers will want to reuse them for other things. †¢At flagship stores, offer customized tags with percentage of proceeds going to charity. Place †¢Original Levi’s One stores to be leaders in shaping brand re-positioning. Increase presence by opening more specialty stores in urban areas. Image department stores high end chain stores. †¢Independent jeaneries †¢Promotion †¢Associate differently coloured tags with key charities so that people can express their social conscience. †¢Support traditional media buys (television print) with the untraditional advertising and promotion methods that Gen Y seeks out. †¢Leverage the popularity of consumer-generated content by giving consumers online tools, including popular music, and video clips, to make their own ads featuring Levi’s styles that they can share with their friends. Create an international online community to leverage the positive image of the brand among trend-setters in other countries and to integrate into young people’s lifestyles. †¢Using guerilla marketing tactics that create buzz such as sending small armies of models dressed only in jeans through city streets in fashion-forward urban areas. †¢Sponsoring mobile phone services like concert alerts. †¢Everything in the store should speak to the young person’s lifestyle, including music. Price The high-end styles should but be priced a little bit lower than other designer and fashion-forward jeans to give a slight cost advantage while the brand is re-building. The recommended target price range is between $50 and $80, but skewing towards the $50 price point as an average price in the first year as the brand regains its â€Å"cool factor. † Conclusion It is easy to understand why Phil Marineau, faced with 5 years of declining sales, would consider getting Levis into the discounters that are grabbing a rising share of apparel sales. Certainly there is a good deal of sales potential of such a move in the short term. But the marketing risks are considerable for a company that has historically strived for a constant injection of cool. Even if Levi’s creates a new brand for Wal-Mart, it would likely still use the Levis name somewhere on the tag, which would quickly destroy any relevance the brand has for fashion-conscious shoppers and signify the beginning of the end for this iconic brand. Instead, Levi’s should turn its perceived competitive advantages like product and promotion innovation and social responsibility into pillars of the brand and sharply focus its target on the segment that spends the most on fashion-forward apparel, the Generation Y. Next steps for implementation In order to fulfill its triple bottom line promise, in its first year of re-positioning, Levi’s should audit current manufacturers for social and environmental best practices and develop plans to improve production processes where necessary. Next, build relationships with key charities that would want to partner with Levi’s on the charitable coloured tab idea. Then, it should begin work on redesigning flagship stores to fit youth lifestyle and work with top retailers to revitalize presence at department stores to fit with fresh branding. Finally, it should introduce the new customizable, altruistic tag jean launch it with a global online community that gives young consumers a chance to express themselves and make the brand their own. Appendix A We will focus on sales, based on the information provided in this case, and assume that the additional costs that might be associated with re-positioning the brand (in particular adjusting manufacturing processes or changing manufacturers and opening new stores, since promotion and product development costs would be similar to previous years, just directed at a new target) would equal approximately to the costs associated with moving into mass market (distribution system changes, especially re-configuring supply chain system to be compatible with Wal-Mart, could be costly) Projections based on Levi’s introducing value brand to Wal-Mart Projected profit on each unit of Levi’s value branded jean (based on highest price of top national brand at Wal-Mart, Dickies $26 – 6$ to retailer): $20 50 million pairs of jeans are sold at discounters out of the 569 million pairs of jeans sold in the US, representing 10% of all jeans sales each year. Assuming that Wal-Mart was se lling half of these 50 million pairs each year, then a Levi’s value brand is likely to take a 20% of these 50 million pairs, or 10 million units . We will base our projection on this: 10 million units in year one, with a 10% drop in number of units sold after the first year (due to brand devaluing as it is taken out of other retail outlets) (9 million in second and third years). Currently, the top 10 customers for Levi’s account for approximately 60% of its total 4. 2 billion in sales (approximately 2. 5 billion dollars). If we assume that 1. billion of this comes from Levi’s jeans sales and if each of the 10 customer’s business is worth approximately 1/10th of that amount, than losing even one customer would cost Levi’s 150 million in jeans sales. Assuming that 1 customer stops carrying the Levi’s brand each year, which is a conservative assumption since, as industry insiders agree once â€Å"you have mass distribution now, we can’t make money on you, you’re gone. † Projections based on Levi’s re-positioning brand targeting Gen Y specifically By keeping its current retail channels and re-positioning its brand, we project that in the first year, Levi’s will have flat sales while the brand is being revitalized, however we project a conservative 10% growth in sales from the current retail channels (from above calculation, this will be 10% of 1. billion in estimated jeans sales) in the 2nd year due to more units being sold and a higher price point and 20% growth in the 3rd year due to expanded Levi’s Original Store sales (with higher margins) and continued growth in traditional Levi’s retail outlets. Year 1Year 2Year 3 Revenue increase from sales Levi’s Wal-Mart value brand$200,000,000$180,000,000$180,000,000 Revenue decrease from removal from other retail outlets 150,000,000300,000,000450,000,000 Total projected sales increase/decrease from entering Wal-Mart50,000, 000(120,000,000)(270,000,000) Revenue increase from re-branding efforts0150,000,000330,000,000 Net gain/loss from choosing to re-position brand rather than selling a value brand to Wal-Mart(50,000,000)270,000,000600,000,000