Varieties of Market Segmentation

Varieties of Market Segmentation MARKET SEGMENTATION Market segmentation is the process of categorizing the market into several groups on the basis of various factors such as demographic, geographic, psychological, and behavioral factors. This is to ensure that the marketers can understand their target audience better so as to make the marketing more effective and get more satisfied customers. Thus, the marketers can gain a great advantage over the competitors. There are different ways by which market segments can be categorized. It can be done by categorizing the preferences of the consumer. Based on this, market can be categorized as homogeneous preferences, diffused preferences and clustered preferences. In homogeneous preferences the customers roughly have the same preferences whereas it varies in case of diffused preferences. When a group of consumers have shared preferences it leads to the formation of natural market segment which refers to clustered preference. While marketing a product three areas of marketing must be taken into consideration, i.e, mass marketing, product differentiated marketing and target marketing. Mass marketing takes into account mass producing, mass distributes and mass promotes on product to all buyers. It is important to realize the great variety in individual customers and therefore the marketers use this type of segmentation to customize their marketing programmes for each customer. In product differentiated marketing more than one product with different features, style, size, and quality is introduced. In target marketing, on the basis of the market segments the products are developed and customized. Market segments can be differentiated in various ways. Some of them are demographics, geographics, psychographics and behavioural segmentation. Demographic segmentation Demographic factors are age, gender, income, occupation, education, religion, generation, nationality, family size, family cycle, social class etc. Based on these demographic values, the customers are divided into various segments. This type of segmentation is suitable because the variables are easy to measure and as they provide description of the target customers therefore media buyers and others can target a desired target market. Some of the important variables while segmenting markets are: Age and Life cycle segmentation As the desire and need of customer change with their age therefore age and life cycle is a good factor in order to determine marketing approach. One of the examples is of a 70 year old person using landlines instead of mobile phones due to lack of technological knowledge. Therefore marketers need to take this into consideration and guard against stereotypes. This can also be associated with buying pattern and behavioural characterstic. For example, as married people have various economical obligation therefore they tend to spend less on luxury items whereas on the contrary, single people tend to purchase new fashionable items as they don’t have such economic obligations. Gender Segmentation As the needs and wants of men and women are different therefore gender segmentation is being applied from a long time in terms of clothing, hairstyle, magazines, cosmetics. But the marketers must not define a product as being masculine or feminine as metro sexuality has become a common gender-factor. Income Segmentation This type of segmentation can be seen in automobiles, financial services, travel, clothing, and cosmetics. Usually the high income customers are the target but it should be considered by the companies that just the income cannot be suitable criteria to determine the customer as they might have different preferences and priorities while selecting a product. Even the lower income groups are targeted as the competitive pressure reduces and the consumer loyalty is gained. Generation Segmentation Various significant events, many a times characterize a particular period. These influential factors can be music, politics, movies etc. Therefore the marketers must make use of the images and icons of a particular generation in order to market their product. Social class Segmentation Most of the companies design their product for a specific social class. It divides the customers on the basis of their preferences towards cars, clothing, leisure activities, home furnishing, retailers, reading habits etc. Demographic segmentation thus assumes that people with different backgrounds and other differences are likely to share same values and behaviour. Geographic Segmentation In this method of segmentation, customers can be categorized on the basis of countries, nation, state, region, city, and neighborhood. But a company must consider the fact that the data might vary due to population shift. Various sales and purchases are based on the geographical variables as the purchasing behaviour of the customers are influenced on where they live or work. Sometimes there are also differences in the location where the product is marketted due to cultural factors, tradition, politics. These differences can be significant in one segment whereas in other segments there might just be minor differences. Globalization plays a major role in linking socio economic and demographic characteristics. This type of segmentation is referred to as geodemographics. It therefore combines the target customers with where they live. Instead of comparing the consumers by their occupation, the consumers are compared on the basis of where they live, hence the companies are more capable of predicting consumer behaviour. Psychographic Segmentation There are two types of customers, personality profiles and lifestyle profiles. The psychological variables provide the marketer opportunity to get additional information about traditional, geographical, demographic bases like sex, age, income. Psychological profiles are often used as a supplement to geographics and demographics. Therefore on the basis of their attitude, values, lifestyles, interests and opinions people are divided in psychographic segmentaton. Behavioural Segmentation There are various behavioural variables such as occasions, benefits, status, usage rates, loyalty, attitude, buyer readiness (which will be discussed in detail) which determine behavioural segmentation .These variables are considered the best starting points in constructing market segments which are mainly based on the customers attitude towards the use and response to a product. Occasions Customers are divided into segments according to the time on which they get the idea to buy a product. The time can be a day , a week, a month or an year. An example for this situation is the variation in market strategy for Christmas and Valentines day. Benefits As different kind of people look for different benefits in the same product, this segmentation divides the customers based on this. People tend to look for the benefits provided by different brands and accordingly they make their choice. Here casual factors play a major role rather than descriptive factor like demographics. User status This type segmentation is done on the basis of the category of users , i.e potential users, non users, ex-users, first time users, regular users etc. The marketing approach varies according to the type of users. Usage rate Based on the usage of the product, the customers are divided into various segments like non users, heavy, medium, light product users. The basic strategy followed by the company is to target one heavy user instead of several light product users because the heavy users account for a high percentage of total buying although they constitute a small percentage of the market. But the other users must not be neglected as even they may provide better future prospects. Usage rate further divides the customer according to time which means that the product to be sold may vary according to time. Buyer readiness stage It depends on the factors such as people’s awareness and interest in the product. A person might be aware of the product and he also may not be. The difference lies in whether they are just informed about the product or interested in buying the product or they desire to buy the product or just intend to buy the product. In all the cases, a customer must be lead along so that he finally gets convinced to buy the product. For example, a person belonging to a different place might not be aware of the products particularly sold at one place hence the marketing strategy should be different at that place and the product should be promoted more. Loyalty status Based on the loyalty of the customers, they can be categorized as hard core loyals, split loyals, shifting loyals and switchers. Hard core loyals tend to stick to a particular brand for a long period of time without even considering other brands. Split loyals have preference towards two to three brands and they keep switching in these. Shifting loyals stay with a particular brand for some time and then change it. Switchers do not have any specific choice and they keep changing the brands from time to time. Attitude People can have an enthusiastic, indifferent, positive, negative, or hostile approach towards a product. Based on these factors people can be divided into various segments and hence the company can get a good idea of the market and the strtegy to be followed. To improve the targetting strategies and get a clear picture of the market, it is important for the marketers to combine different behavioural variables. A marketer must reach all buyers in all segments by defining its target audience. By taking into account various concepts such as demographic segmentation, geographic segmentation, the psychographic segmentation and the behavioural segmentation, a company must decide which is the most appropriate concept while designing the market strategy. For example , demographic and behavioural segmentation are the most appropriate one’s while designing market strategies of a telephone as the ages of the customers is an important factor. Apart from age, attitude is also an important factor. Once the target customers have been defined, the next step is to evaluate the market segments and decide in which segments the marketing strategy should be directed. Market targeting is the second stage of the segmentation process.

The Yom Kippur War Essay -- Israel

Israeli preparation for war with Syria was less extensive than the Egyptian preparations, because the border was smaller (Approximately 80 miles vs. 40 miles) in comparison to the Egyptian-Israeli border. (See Figure 2. Israel - Syria Border). Israel built fortified Jewish settlements in the Golan. Anticipating Syriawould attack with armor, Israel made obstacles, tank traps, and minefields. Reinforced bunkers and tank placements were created. The battlefield plan was laid out with interlocking fields of fire to halt any Syrian advance. Israel had made peace with Jordan so there was no perceived need to fortify the Israel-Jordan border. Egyptian troop and installation preparations during the War of Attrition were in direct contrast to Israel’s Bar-Lev Line. Egypt did not anticipate a large scale attack across the Suez Canal so there was no need for the equivalent of a Bar-Lev Line on the west side of the Suez Canal. They did have mobile forces of armor, artillery, and infantry that harassed the Israelis with probes and artillery barrages. Egypt also practiced surge and retreat of troops along the Suez Canal. These surges were purposefully done to lull Israel into complacency and safety. Disinformation was practiced and journalists often found Arab documents detailing the shortcomings in Arab unity and military readiness. Egypt’s president Anwar Sadat contributed as well. Several times he had threatened military action against Israel and the deadlines passed with no repercussions. All the while, Sadat and his counterpart in Syria, President Hafez al Asad, were committed to military action. Egypt took a ction to address two specific Israeli advantages from the Six Day War, Israeli air superiority and Israeli tank operations. Egypt ... ...y the tactical advantage from 6-8 October and would attack the Golan Heights on three fronts, a northern from, a middle front, and a southern front. One division allocated for each front and a Ranger Battalion to take an Israeli command and control outpost in the high north. An intense barrage of Syrian artillery prepared the assault. Unfortunately for the Syrians, the terrain of the Golan Heights provided limited avenues of approach so Israel had well planned defensive positions. 37 Three divisions proceeded to advance in their corridor encountering stiff resistance from the undermanned, but well prepared defensive Israeli positions. Syrian armor had difficulty negotiating preplaced minefields, tank traps, and obstacles and it was â€Å"target practice†38 for the Israeli defenders and the Syrians suffered heavy losses. Syria still had strength in numbers on its side.

Branches of Philosophy Essay

Thesis This essay project with answer different questions to the six branches of Philosophy. The branches are Metaphysics-is something real? Epistemology-How do we know? Ethics-What is right or wrong? Aesthetics- Is something beautiful? Political- What government is best? And Social- How should we act in in society. Six Branches of Philosophy There are six branches of philosophy. There is Metaphysics, Epistemology, Ethics, Aesthetics, Political, and Social. Each branch asks us all specific types of questions that we ask ourselves each and every day. Some of these questions we ask without even realizing that we have done so. Metaphysics is the first branch of Philosophy in this discussion. This asks the question of what is real. At an early age we are taught that there is a heaven and earth. At different times we ask ourselves is there really a heaven. Based on what we are taught I believe there is a heaven and that there will come a time in our life that we will be in the place created by God called heaven. According to the bible, God created man from the dust of the earth. We live in the physical world and the spiritual world depends on each person’s spiritual belief. I believe each one of us has a soul. I believe the soul stays around loved ones until the day of reckoning. I believe all people have free will but different circumstances determine what happens to us thru fate. The psychological world I believe consists of our mind and the world that we chose to create for ourselves to live in. The Epistemology branch asks us the question of how is anything known. Things that are known are taught to us from our parents and by teachers in school. We are taught different things thru text books and by experience. Thru different experiences we learn how to conduct ourselves around other people and we gain knowledge by studying the different works of scientists and scholars. There are not any limits to human understanding. Each person’s understanding depends on them. Some people understand things differently than others and each person’s limits differ from others. I don’t believe there is a relationship between faith and reason. Faith goes along with ethics and morals. I don’t fully understand what artificial intelligence is. The next branch of philosophy is the Ethics branch. We are taught from an early age the difference of right and wrong. Laws tell us what is or isn’t right and as humans if we break these laws we are punished. To me being a good person means to follow the golden rule â€Å"Do unto others as you would have them do unto you†. I believe that virtue does lead to happiness. If you do what is right by others then others will have the tendency to follow your lead. I believe society affects morality. This all depends on the circumstances in which you live. If you live in an area that has a lot of crime and hatred then you have the tendency to follow others in that area. If you set high moral standards for yourself then no matter where you live or the types of people you are surrounded with won’t affect you. I think that morality is more culture based. Each person has to choose how they apply the morals they are taught at an early age to their adult lives. Each person has different morals that they live by and have to decide how these will be applied. The next branch of philosophy we are going to discuss is the Aesthetics branch. This brings up the question of what is beautiful. In my opinion beauty is in the eye of the beholder and each culture has what they regard as to what is beautiful. Art depicts the creator’s feelings or ideas as to what they believe beauty is. Art can be successful and valuable to the creator and also to the person that enjoys different art forms. To one person a piece of art might have beauty to it and to another person it might be just horrendous. So therefore beauty in art may or may not matter to all people. The next topic is the political branch of philosophy. I believe the best type of government is the democratic government. This form of government, people do have a small voice in different matters. I think the government should have limited power and that the government should listen to the common people as to what the needs of the population are. I believe that if the common person had the ability to be more involved in the government of today then the needs of the common person would be made possible thru a vast majority voice. The last branch of discussion is the Social branch. I believe this branch is determined thru the ethics branch of philosophy. People shouldn’t have to give up rights just to live in a specific society. We should be able to live our lives the way we now and by the morals and ethics we have built for ourselves. I think some people act according to the surroundings they are in at different times. With many different cultures of society today, I believe there is a large language barrier. With all the different cultures communications has become a big issue. Each culture believes that their language should be the language spoken. I believe that there needs to be one universal language spoken and then different societies of people wouldn’t feel as if they were being mistreated or neglected. Reference: Baird, F. E. , & Kaufmann, W. E. (2000). Ancient philosophy. Upper Saddle River, NJ: Prentice Hall. M. U. S. E. My Unique Student Expeience.

Hopeless and Absurd - Existentialism and Buddhism Essay

Hopeless and Absurd - Existentialism and Buddhism Perhaps the most telling symptom of existentialist philosophers is their ever-divergent theories on the fundamental characteristics of human life and their steadfast refusal to assign an explicit meaning or reason to our existence at all. Contrary to criticism which therefore labels the movement cynically nihilistic, existentialism justifies life with reasoning similar to that of Zen Buddhism. Specifically, the notions of hopelessness and absurdity can be gleaned from Buddhism in a manner helpful to the understanding of existentialist viewpoints on the same. Though these two perspectives elicit no fewer contrasts than comparisons, their juxtaposition highlights the workings of the†¦show more content†¦Whether it is hope for a better position in society, or hope for a lovers companionship, the attachment to desire ignores the eventual reality of impermanence. Death assures our mandatory individuality. Though we may accumulate relationships and material possessions throughout the course of our earthly life, we are nonetheless subordinate to the limits of time. Mortality stipulates ultimate loss. The only way to live free of crippling dread and anxiety is to free ourselves from expectations as well as ego-driven involvement in the affairs around us. As with Buddhism, existentialism does not require estrangement from society. Both suggest that actions will reflect the free choice of the individual. Though individuals tend to seek an exterior justification for their choices, the existentialists regard freedom as the unavoidable responsibility of complete independence. In this manner, the Buddhist tradition also acquits so-called human nature of blame for infractions on the part of the individual. The only way a person can act is by directing them self in a manner which he/she can accept from all other people. In Sartres view, to act otherwise is to surrender self-deception (Kaufmann, 320). It is useful to acknowledge that Buddhism and existentialism differ significantly in their views on individuality. While existentialism focuses entirely on the individual, Buddhism rejects the concept of

What Is Ballfield Dirt Made From

Theres one out in the bottom of the first inning with a man on first base. The pitcher eyes the runner inching away from first. As he turns and throws a low curveball to the plate, the runner sprints for a second. The catcher is up with the ball and makes a strong throw, the runner slides under the infielders glove and is called safe in a cloud of dust. The crowd roars approval. The groundskeeper frowns. Thats too much dust. Runners and fielders sprint, brake, slide, and fall on the infield dirt through all nine innings. All of them rely on it for good footing. Fielders expect batted balls to bounce true on it. Each segment of the infield skin, as its called, has special problems and particular solutions. Maintaining it demands skilled hands and a geotechnical awareness. Ballfield Dirt Ingredients Ordinary soils contain organic matter and are too crumbly for sports. Ballfield dirt is a blend of water and three grades of sediment: sand, silt, and clay. Clay is mineral particles smaller than 2 micrometers, or 0.002 mm; it is plastic when wet and solid when dry. Clay furnishes strength and holds moisture. Sand (0.05 to 2 mm) and silt (0.002 to 0.05 mm) soften clays hardness and allow moisture in and out. Infield Skin The base layer of an infield skin is 10 to 15 centimeters thick and consists of 60 to 80 percent sand, 10 to 20 percent clay and the remainder silt. Given the right moisture content, this material delivers Traction—shoes dont slip or catchPlayability—balls bounce trueResilience—the ground gives when a players body strikes it A top layer of loose conditioning material, a centimeter or so thick, keeps cleats from sticking in the clay and allows players to fall safely and slide under control. It also shades the underlying soil and improves drainage in case of rain. A conditioner is made by calcining clay, roasting it at about 600 to 800Â °C to drive out the water chemically locked in the mineral. The clay expands into a lightweight, hard granular material. Also used is vitrified clay, roasted at a higher temperature and similar to the material in bricks and tiles. Finally, there is calcined diatomite, which is a nearly pure microscopic silica. The Pitchers Mound The mound and batting areas take a beating from players who dig in with their cleats, so these areas use a stronger mixture with a high clay fraction. Actual unfired bricks, 80 percent clay or more, are commonly used to build up these areas with a thin layer of infield mix on top. Watering Ballfield Dirt Daily water is the key to good ballfield dirt. If the field is too dry or too wet, it affects the quality of play and can even lead to injuries. The crew that sprays the infield before the game has already watered it several times that day. They will water it again when the game is over, or first thing the next morning. The ground can never dry out or the infield skin must be rebuilt. Watering has to take into account the regions climate, the weather that day, the presence of clouds or shadows, the wind, and even the style of play the team favors. Drainage is important for an infield skin, but not the way you might think. The clay content of infield mix does not let water percolate through it quickly; instead, the field is built with a slight slope, less than 1Â °, to direct rainwater off to the side. Maintaining Ballfield Dirt Before a game, the grounds crew loosens the upper part of the soil to soften it and prepare it for watering. They also rake and level the infield skin, then add top dressing as needed. They repeat this during the game to maintain consistent playability. If rain delays affect the game, the crew covers the infield with tarps to keep excess moisture from the skin. Afterward, they may need to remove puddles. A fine-grained calcined conditioner works for this purpose. A product made of ground corncobs is also used, but that is raked up before resuming play. The crew may also sometimes need to restore the mound or batting areas with fresh clay. Groundskeepers test their dirt every season, measuring its grain-size profile. They may have a soil lab do this work, though its basically a low-tech job involving screens, water, and beakers. But observing the soils behavior under different moisture conditions cannot be outsourced, and good groundskeepers are constantly in touch with the players and coaches as well as with the dirt itself. Umpires Mud Lets not forget the umpires. Before every game, they open a bag of regulation baseballs and rub the gloss off them using Major League Baseballs official rubbing mud, a brown, nearly pure silt from a New Jersey streambed. See the photos for my tests on this material. The true baseball fan can purchase dirt from Chicagos hallowed Wrigley Field, encapsulated in metal and accompanied by a handsome photo. Just the thing to hold as you root one more time for the Cubs.

Iago as the Perfect Villain of Shakespeares Othello Essay

Iago as the Perfect Villain of Othello Iago, the villain in Shakespeare’s Othello, is a round character of great depth and many dimensions. Iago works towards an aim that is constantly changing and becomes progressively more tragic. Yet, at times, honest Iago does actually seem honest. This essay will explore the complex character of honest Iago. One of the most interesting questions that crops up is concerning Iago’s motives. What are his reasons to kill every major Venetian in Cyprus? Shakespeare seemingly sets the stage for Iago’s actions, giving him two distinct reasons to avenge Othello. The first is the fact that Othello promotes Cassio, an arithmetician to the rank of lieutenant and passes over Iago who is but a†¦show more content†¦Shakespeare portrays Othello as the general without faults, perfect. Yet, he slowly reveals the weaknesses of Othello’s love for Desdemona. For this love he will forsake anything. Iago is quick to pick on this and starts working towards destroying Othello through his only shortcoming. Iago uses a gamut of devious methods to achieve his means. His use of Roderigo is a masterly move. From being a Venetian gentleman, Roderigo becomes Iago’s gull. In the very first scene he gets him to confront a sleepy Brabantio and give him the news of his daughters escapades with the Moor. At the end of the court scene in the first act, Iago and Roderigo are left alone with the poor doting lover in great despair. Roderigo takes a decision to drown himself. Iago easily convinces him out of it by pointing out Othello’s shortcomings. Says he, She must change for youth: when she is sated with his body, she will find the errors of his choice. This satisfies Roderigo and Iago’s hate starts taking definite shape: I hate the moor, And it is thought abroad, that ‘twixt my sheets He’s done my office. This is of course, unlikely and serves only as a justification for his evil. In Cyprus, Iago designs a brawl with Cassio and Roderigo by having the latter insult the former while they are drunk. This, of course, results in Cassio’s dismissal by Othello but it far from satisfies Iago. He then in turn advises Cassio on how to regain hisShow MoreRelated Honest Iago of Shakespeares Othello Essay798 Words   |  4 PagesHonest Iago of Othello   Ã‚  Ã‚   To most of the world William Shakespeare is recognized as the greatest dramatist in history.   His plays have been performed for centuries through various interpretations.   Shakespeares vast knowledge, and writing style made his works interesting for both the intellectual, and the illiterate.   One of these styles is the use of motifs, which is seen extensively in Othello.   An important example that runs throughout Othello, is Iagos honesty.   This motif gaveRead MoreWilliam Shakespeare s Othello And The Existence Of Power1110 Words   |  5 PagesShakespeare displays the presence of power in his work of Othello wielded by his mastermind of a character, Iago. Throughout Shakespeare’s play, the existence of power results in a tragedy for the characters of Othello. 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Even though Iago’s personality and thoughts are revealed less in MacDonald’s Goodnight Desdemona (Good Morning Juliet)Read MoreNature of Evil in Othello1704 Words   |  7 PagesThe Nature Of Evil In Othello The Nature of Evil in Othello William Shakespeare’s Othello uses different and unique techniques in his language to express the nature of evil throughout the play. Verbal twists and the characters most importantly stress the act of evil. Iago, most of all is portrayed as the â€Å"villain† or â€Å"protagonist in the play. Shakespeare uses this character to set the basis of evil. 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Ecostore Sustainability Management Analysis

Question: Discuss about the Ecostore Sustainability for Management Analysis. Answer: Introduction: Management Analysis is that section of the Annual Report in which a firm analyzes its own performance till now. The elements that have played a crucial role in the companys success are discussed in detail and even an analysis of future strategies is done. The future years are discussed by defining upcoming goals and approaches to new projects. Ecostore was started by a New Zealand Couple, Malcolm Rands with his wife Melanie, in the year 1993. The couple was engaged in sustainable and organic gardening practices on their property, but still their products were affected by chemicals and fertilizers. This fact gave birth to the concept of Ecostore (Independent News Media, 2016). The store is known to source healthier and organic products which are entirely free from chemicals. At the initial level, the company was launched as a small mail-order business supplying green everyday household products. While delivering such services the firm promises that its products would work just well as the mainstream brands. The prime aim of the store is to consider the Health of its customers above everything else and this has helped the firm to attract and retain a number of loyal customers. Due to numerous benefits attached to the products, the customer base for the company grew rapidly which made the Rands family to shift in Auckland an open a Retail store in Freemans Bay. The company offers around 100 products in New Zealand and has dominated around 900 supermarkets in Australia. Also operates in Hong Kong, New York, Singapore and Korea (Soo, 2011). Importance of the company to the Australian and International Landscape: As year by year, the importance of the preservation of the environment is growing, Companies with an idea of Go Green are becoming famous. When the Ecostore as moving from New Zealand to Australia, it was unveiled that the Australian Landscape was quite different from the former one. The Australians are more environmentally aware than the Kiwis and even have a strong leaning towards the companies that manufacture ethical products. Hence, the primary goal of the company to serve healthier products to the customers has helped it to gain the confidence of a number of loyal customers. Even an increment in the number of sustainable businesses in Australia has made the country to rank among the most eco-friendly nations across the globe. This in turn has attracted a number of foreign investors towards Australian markets (Katz, 2014). At the international level, the company has helped in improving the economic status. For instance, such companies are said to use the most conservative for of energy which has low production cost. So the nations are able to cut the prices on energy production. Even the pollution at the Global level is reduced as these companies do not contribute in waste production and carbon emission levels (Business Review Australia, 2014). Sustainability Practices of Ecostore: Ecostore is committed to sustainability. The products produced at the companys plants are safer for the customers as well as for the planet. The production process does not involve any cruelty towards animals and is even safe for the septic tanks and Grey water use. The products are also free from usage of any nasty chemicals that are harmful to mankind when used for a prolonged period. The company believes to grow its own herbs and other food items. This practice is not only better for health, but also helps in cutting down the grocery bills. Production own food items also help in decreasing the pressure of the overworked global food system in order to address the food requirements of the increasing population (Ecostore Company Limited, 2016). For the environmental sustainability, the company through its products and product packaging tries to keep the waste levels at the minimum. In this case, the company has tried to replace the plastic packaging with other bio- degradable materials which does not contribute in the pollution level of the environment. Role of Organizational Behavior at the Company: Organizational Behavior means the way in which individuals and groups interact within and towards the organization. In the Ecostore, like all the other organizations, Organizational Behavior aims to help managers and supervisors of the company in a number of ways. The elements of this behavior study the human behavior within an organization. Organizational Behavior elements also clarify the factors that affect the managing powers of the senior executives. For instance, if the employees are receiving good ambience at the workplace, they tend to deliver the best services. In such a case, it becomes easy for the managers to manage the satisfied workforce without any issues (Frederick, 2014). The managers, using elements of Organizational Behavior, studies the attitudes and behavior of the workforce towards the organization and evaluate the best ways to manage and change them. The organizations internal working is also influenced by the external factors present in the markets. So, the or ganizational behavior also plays a pivotal role in identifying these factors and their good and bad influence on the operations of the firm. To provide the employees, a job structure that is a pure amalgamation of satisfaction, challenges and rewards, the managers adopt the approach of effective Organizational Behavior measures and succeed in building a loyal relationship with the employees (Robbins, 1996). HRM Practices: The company is committed to deliver environmentally sustainable products in the markets and as the firm thinks quite high for the sustainable practices, hence it emphasizes a lot on social sustainability too. In this reference it has succeeded in developing a set of good Human resource Management practices. The executives of the firm collaborate with the other leaders in the company to clarify the departments strategic direction by articulating the Vision, Mission and Value Statements. The leaders in the firm also perform a pivotal role in establishing a strategic linkage and integrating the HR programs through HR plan. This integration helps in better implementation of the HRM activities over the employees and the latter are thought to be more benefitted by its elements (CSB Gov., 2012). The HRM practices are said to improve the competencies of the workforce so that they can perform in a better manner and prove as a useful asset for the firm. If the manager introduces a number of incentives and perks in the reward policies of the company then it motivates the working staff towards delivering best services. The efficient HRM activities also include a number of training and skill-development sessions through which there is an establishment of a good service culture in the workplace and innovations tends to rebuild in the presence of a skilled workforce (Laursen Foss, 2012). Role of International Business: The concept adopted by the Ecostore is trending at the global level too, and hence this gives an opportunity for the firm to expand into International markets. International Business is important to Ecostore as they give the domestic business a chance to access new markets and satiate different sets of consumer tastes (Cavusgil, et al., 2007). The Globalization concepts and approaches have allowed a number of firms to compete with businesses around the world and gain a new experience in the marketing fields. The only recommendation over this expansion for the company is to have a deep knowledge about taking a good advantage of the opportunities of international business so that Ecostore continues to receive good advantages of the services offered. Another notable role of the International Business is that it helps in determining the strengths of a Nations Economy as it highly depends on the quantity of Imports and Exports to and fro from the international marketplace. The other common benefits of the International Business to the considered firm are helps in meeting the imports of industrial requirements, natural resources are used profitably, numerous employment opportunities are generated in the foreign markets, the image of the producer as well as of the nation is improved in the eyes of the foreign customers, and the overall living Quality and Standard of the Consumers are raised. Role of Technology Management: In the modern era of business, selling something entirely natural is quite tough. The Ecostore has entered a market in which, if gaining customer attraction is easy then losing them is easier too. But, as Technology amalgamates with the firms operations, then this latter part is eliminated to a great extent. The problem arises in the management of the Technological elements installed in the firms operation. Technology management, when defined in its purest form, is a set of disciplines that allows the entrepreneurs to manage its technological elements and attain a competitive advantage over the other rivals of the same genre present in the domestic as well as the foreign markets (Vienna International Centre, 2001). As the company highly relies on the technological reformations for stability and continuous increment in its success rates, so it is quite crucial to manage its Technology strategically. If not managed well then there are possibilities, then the company might face a huge loss in the coming future. Technology Management aims at maximizing the cost effectiveness of the capital invested in the Technological developments and thus adds to the companys value. A well managed technological element allows the crucial information to flow at the required pace within an organization and thus each and every participant of the company remains connected with one another. If Ecostore Executi ves succeed in managing its technological aspect in a good manner, then the firm will definitely improve on its operations and have a reduction in the operational costs too (Larosiliere, et al., 2013). Analysis of Entrepreneurship and innovation: The founders of the Ecostore are Malcolm Rands and his wife Melanie. They started this venture as a small business in an eco-village in New Zealand in the year 1993. At the initial level, the company was engaged with its customers via mail-order business, but as the company expanded so the couple shifted to Auckland in the year 2007 to set up a retail store. Ecostore products are believed to have a strong support of the scientific researchers and innovators behind them (Robb, 2014). Sir Ray Avery is the lead formulator and chemist of the company. He, along with his team, develops products by researching a lot for prolonged months to ensure that the new products meet the efficacy and environmental standards set up by the environmental agencies and the countrys government (Barnett, 2015). The motivation for this concept has been derived from the perceptions of its leaders. The leaders of the firm have always believed in considering the health of the people above all the other elements and this has made them to find the best alternative of the products adulterated with unnecessary chemicals. The innovators have developed effective solutions through their products for the customers suffering with myriads of diseases and skin disorders like eczema, arthritis, asthma and other related allergies (Rands, 2014). Future strategies and Recommendations: Ecostore has come up with an innovative idea in the domestic as well as foreign markets, but at the same time there are a number of challenges that could be faced by the company in the coming future as the competition in this stream too are increasing at a rapid pace. The company has to follow certain recommendations to stay for a longer duration in the race and introduce innovative products for the expanded customer bases. As the public consciousness of ethically produced and eco-friendly products is increasing at a rapid pace, hence the company is required to expand its business to remote destinations too. The raw markets have a number of consumers that deliberately want these kinds of services. So the company could explore such markets to increase its customer base and moreover gain new experiences (NZME Publishing Limited, 2014). The organic and natural products generally have exorbitant prices because the ingredients re natural without any adulterations. In such a case, only customers with good income and lavish lifestyle could afford it. As the company thinks to expand in International markets, so it becomes necessary to target all the social classes. This is crucial because the foreign markets, like in Asia, there are a number of social classes with different needs and perceptions. Hence, to target all possible target markets, the company has to introduce its products at a wide range of prices so that all types of people could afford and enjoy the companys services. Ecostore has not been able to reach and attract a lot of customers across the globe. This is because it has not adopted myriads of promotional strategies to attract and retain targeted consumers. So, in reference to this, the company should allot a pre- determined budget for its marketing strategies. Good advertisements will make a lot of customers to become aware of the existence of the brand. The promotion strategies will also help the firm to gain the feedback about the companys products and then develop new products in close compliance to the customers requirements (Hinkin, 2012). Conclusion: From the above management analysis, it has been made clear that Ecostore has come up with an innovative concept that complies with the standards of all sorts of sustainability. The company has been able to attract lots of customers with its idea of promoting natural products over the chemical ingredients of the daily used products. Moreover, this approach has made a lot of contribution to the maintenance of ecological balance in the environment as most of the firms activities are designed to reduce wastage and pollution levels. The effective roles of HRM practices, Organizational Behavior and Technological management have allowed the firm to maintain a good position among all the other rivals of the same genre. As the perceptions of the Customers keep on changing with time, hence the company needs to follow a set of recommendations to attract a huge customer base towards the natural products of the company. The company needs to pay attention towards the advertisements and other promotional activities to capture the minds of other customers belonging to different social classes. The entrepreneurs have already given a strong, innovative background to the firm and its participants and have to continue with the same to gain a competitive advantage over the others in the markets. References Barnett, D., 2015. Malcolm Rands | ecostore : a world of good why not?. Malcolm Rands | ecostore : a world of good why not? , 16 February. Business Review Australia, 2014. 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