Database Management Essay

In his book Groupware — Computer Support for Business Teams, Robert Johansen defines groupware as â€Å"specialized computer aids that are designed for the use of collaborative work groups.† This definition is better than the â€Å"shared data† definition because it helps eliminate multiuser databases from the groupware category. Yet electronic mail fits this definition, as well as some other software sharing tools that experts are still debating. A more useful definition also appears to be one of the oldest. Peter and Trudy Johnson-Lenz are credited by many as coining the term groupware in 1978. They defined it as â€Å"intentional group processes plus software to support them.† Groupware enhances collaboration by allowing by the exchange of ideas electronically. All the messages on a topic can be saved in a group, stamped with the data, time, and author. Any group member can review the ideas of others at any time and add to them, or individuals can post a documents for others to comment upon or edit. Members can posts requests for help, allowing others to responds. finally, if a group so chooses, members can store their-work notes on the groupware so that all others in the group can see what programs is being made, what problems occur, and what activities are planned. Groupware utilizes primarily a form of database technology. While there are quite a few differences, groupware has many commonalities with the standard database. Groupware is not just a normal database, rather it is a developing technology to form an application to perform a specific task or set of tasks. Database technology is the main technology that makes groupware able to function as it does, as groupware is more of an extension of database capabilities. Groupware must be able to support interactions between large numbers of people for it to live up to its definition, and it is fairly typical to find it utilizing a client/server system of interaction. Databases are well suited to the task of powering the back end of groupware as they are specifically designed for just this type of interaction process. Databases are also well suited for use in groupware as they offer a persistent storage which always necessary in any type of collaboration environment. Therefore most groupware available will utilize a database as a way to provide this client/server interaction and persistent storage. The typical interaction process flows exactly as it would in a standard database. Requests for data manipulation are sent by the client to the server. The server acknowledges the request, performs the action, and stores the result. Once the action is completed, it sends confirmation back to the client. In this way, groupware at its most basic acts exactly as a normal database would be expected to act. However, what makes groupware an interesting concept is how it is different from a normal database. While groupware is not a new technology, it is a new way of combining established technology in order to achieve a new tool to promote productivity amongst a group of people. Groupware not only changes the way in which we think about databases, but also the way in which databases can be utilized to promote group functionality. By pairing databases with standard productivity tools, an entirely different concept emerges. Groupware, and in particular real time collaborative groupware, is the future of productivity.

Americas Growing Pains essays

Americas Growing Pains essays Americas first two presidents, George Washington and John Adams, both resolutely adhered to the idea that America should endeavor to stay out of war at all times, and did everything in their power to evade declaring and entering into war. Throughout their reigns, war was ubiquitous in Europe, and many countries (especially Britain and France) made numerous attempts to obtain and secure Americas support. Washington and Adams both believed that America should not side with any foreign country during times of war making the fundamental purport of Americas first foreign policy the elusion of war at all costs. This policy was manifested throughout Washington and Adams involvement in, and reactions to the following affairs: the Citizen Genet controversy, the One of Washingtons initial attempts to pursue this policy was his counteraction to the Genet Affair. In 1793, George Washington proclaimed neutrality, thus declaring America an uninvolved, nonpartisan country in times of war. Simultaneously, Edmond Charles Genet was sent to the United States as a special representative from France to implore support in the French Revolution. Genet had previously resolved that the proclamation of neutrality was a harmless little pleasantry designed to throw dust in the eyes of the British. Commencing in Charleston, South Carolina, Genet traveled throughout the United States presenting his credentials. In addition to his quest for support, he began to license American vessels to operate as privateers against British shipping and to grant French military commissions to a number of Americans in order to prepare expeditions against Spanish and British territorial claims in North America. These two actions were in direct defilement of American law. Washington demanded that he cease his unlawful actions, but Genet continued to commission privateers because he enti...

Porter's competitive advantage of nations, cluster and the new Term Paper

Porter's competitive advantage of nations, cluster and the new economics of competition - Term Paper Example Despite this, the country has a lot of unskilled employees and with good strategic planning, it is possible to train some of the locals in non-demanding professional skills and import only the labor that is impossible to reproduce locally. There is a high supply of raw materials in South Africa owing to the extensive scope of the mining and manufacturing industry. Steel and plastic which and other materials which are required for production of toys can be locally procured thus cutting on the costs that could have been incurred if the material were to be imported. Demand conditions The demands conditions in South Africa are conducive for a toy market since the population of young middle class is growing as the economy grows many of these especially the educated ones will likely increase demand for toys products. In addition, the toy market has of late diversified to encompass the production of technology based games which are popular among children and younger adults. As a result, the local demand is likely to push firms in manufacturing the country to produce more products customized for them. Normally, a demanding local market is good for local industries since when the demand is high, innovation improves since the firms have to come up with ways to deal with the demand. As such, a firm investing in South Africa is more likely to be highly innovative since the locals will pressure it to make quality and diverse products so they will not have to buy imported goods. Related and Supporting Industries   In South Africa the toy and gaming market is dominated by a few large companies which maintain their market position by continuously broadening their portfolios and acquiring international licenses. Prima Leisure, Just Fun Group and Kids II lead the industry which offers a wide range of products in the local market (Toy and Game Companies 2012). Contrary to popular assumption the existence of these industries can be seen as incentive for new entrants because they actively participate in market upgrades and stimulate growth. In addition the state actively tries to encourage investment South Africa as to create jobs for the local, this is done by giving investors subsidies and tax cuts. Firm Strategy, Structure, and Rivalry The structure and the management of different firms in various countries are different and this can impact the competitiveness of the firms operating within. South African companies can generally be categorized as a blend of hierarchical systems and organic, this is more so in the toy and games industry and as a result the competiveness is moderated. The home market in as far as toy manufacture is concerned is very competitive, nevertheless, this will work to the advantage of new entrants. The domestic competition also encourages firms to diversify their products, this way a new firm venturing in South Africa will find that there exists a ready market for their products both locally and abroad. While the porter 5 forces ma ke low rivalry seem attractive, the contrary is true in the diamond model; this is because when low rivalry may be good for the firm in the short run, in the long run it will even be more beneficial. In South Africa for instance, the toy manufacturing market is dominated by a few major companies which will undoubtedly provide formidable opposition. On the other hand, this way the new firms will be motivated

The achievements of Generals are in the long run more decisive than Essay

The achievements of Generals are in the long run more decisive than the achievements of diplomats. Access the validity of this generalization for the United States in the period 1800-1825 - Essay Example main functions of such diplomats are to find ways round to the protection and representation of their states interests and at the same time to promote and foster communication and friendly relations. Generals on the other hand, are general state officers of the highest military rank usually belonging to the army or the air force. Such general’s main function is the use of military force and regulations to enforce their nation’s interests and representation. This is more often than not through war tactics (smith, 1980). According to Smith (1980) the use of generals in the achievement of objectives during the times considered to be a more sure mode of action and fairly quicker than diplomatic tactics. Where diplomats tactics dragged on for long periods of time, most generals military tactics would take much shorter time periods provided the availability of the required access of resources such as during the period of the trial of tears. The â€Å"casualties† were immense but, the objectives of the general’s orders subsequently met, and thus land obtained. Taking the example of U.S generals Andrew Jackson and William Henry who went to war against Britain in the year 1812, they won against states that used diplomatic means to face them and where some of the U.S diplomats had failed. After the carrying out of various diplomatic resolutions to solve the American problems at sea and to end Indian raids in the west, the state decided to finally employ the services of the generals. Though employing the techniques of invasions and divisions of alliances, they were able to achieve their objectives. They repulsed invasions by the British and broke off alliances between the British and the Indians and hence made the enemies weaker to suppress. The federalists and diplomats who were against the war to the extent of trading and threatening succession with the enemy devastated by the U.S general’s triumphant ending of the war. As a result, the U.S sea interests and the

Islamic Banking and Finance Essay Example | Topics and Well Written Essays - 1750 words

Islamic Banking and Finance - Essay Example From this discussion it is clear that  the UAE Islamic financial services sector represents 30% of the overall Islamic banking industry based throughout the world. This has been possible largely because of rising requirement of customers within the UAE for Islamic financial services. Islamic banks in the UAE have played a crucial role in financing multiple infrastructure projects in the region, expansion of the human capital market by training talented individuals from the region and also, financed development of housing properties for the citizens of UAE. The growth witnessed in the Islamic banking industry has been driven by the growing requirement for Islamic products and services by an augmenting count of customers. The underlying reason for this growth is the emphasis that the industry lays on ethical principles, their commitment to transparency and implementation of the principle of mutual benefits in transactions and operations. The following sections will explain the produc ts and services offered by three of the leading banks based in the UAE (National Bank of Abu Dhabi, Abu Dhabi Commercial Bank and Emirates NBD). Following that, financial performance of each of the banks will be compared and lastly, comments would be made regarding the difference in between Islamic banking system that these banks follow and the conventional banking system.  The National Bank of Abu Dhabi’s Islamic Financial System is guided by Shari’a principle and rules.  

The Prince by Machiavelli Essay Example for Free

The Prince by Machiavelli Essay In Chapter 25 of his masterwork The Prince, Machiavelli attempted to describe and define fate and how it could be controlled in both political and personal life. In defining ones life and actions against fate, Machiavelli saw the importance of forming a balance of the human tendencies of caution and impulsiveness. Machiavelli favored impulsiveness in regard to human actions directed towards fate, but he saw legitimate value in both mindsets. What he saw as most important was a willingness to change in the face of fate, as the ability to adapt is most important when facing change.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Machiavelli used the image of a torrential flood to describe fate. To Machiavelli, fate was like the flood in that â€Å"everything flies before it, all yield to its violence, without being able in any way to withstand it; and yet, though its nature be such, it does not follow therefore that men, when the weather becomes fair, shall not make provision, both with defences and barriers, in such a manner that, rising again, the waters may pass away by canal, and their force be neither so unrestrained nor so dangerous.† (Machiavelli, 1505, Chapter 25) This implies that what Machiavelli truly meant by fate is uncontrollable change, outcomes in the world that directly affect those that are not necessarily involved in those changes, social or technological, political or personal. These changes happen without the consent of all and therefore many   merely must roll with the punches, although men can make plans that will help them roll with those punches when the time for change arrives. To be sure, change is coming, although one cannot be sure exactly how or when it will come but can make provisions that will be helpful when it does.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   After comparing fate to a torrential flood, Machiavelli went on to compare fate to a lady, in order to describe how   he would recommend mastering it. Machiavelli used a fairly non-modern view in the treatment of women to describe fate, saying that the best way to control fate, and women, was to beat and ill-use them. Furthermore, he saw that those bold and adventurous in spirit were more likely to control both women and fate and that young men are best equipped to handle both. While Machiavellis comparison between fate and women is easily seen as a bit sexist now, the comparison was certainly far more palatable when he made it. Further, the assertion that the young and bold are best equipped to deal with change is probably correct; the young are less set in their ways and have more energy with which to attack new challenges. While the simile is certainly not politically correct, it certainly introduces a worthwhile observation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It is an intriguing program to attempt to synthesize Machiavellis project in The Prince with the modern project of employing science and technology to overcome nature, both of the world and human. Machiavellis aim was certainly to investigate ways to overcome human nature. If a man was to act in accordance with human nature, Machiavelli saw, he would surely be bowled over by the tide of fate. Machiavelli went so far as to make a case study, a very modern concept, of Pope Julius II to show that decisive, aggressive action was the best methodology to combat change; further, he surely was not afraid to invoke images of technology stemming the natural tide. It seems most likely, however, that while Machiavelli was attempting to make observations that were ahead of his time, he was not absolutely modern in his mindset. Machiavellis chief goal of The Prince was to describe how a political leader could most effectively use political power. This serves as an incomplete view of modern politics, which in addition to aiming at efficiency in power usage also means to maximize the social benefit of that usage. Machiavelli centered on the practicality of politics without looking at its utility. He surely spoke of how to employ technology and science to serve human desire, but he did not define desire in a more complex, democratic, modern state, which should not be surprising, because the mindset had yet to arise. References Machiavelli. (1505). The Prince. Retrieved from: http://www.constitution.org/mac/prince00.htm

Business overview of sainsbury plc

Business overview of sainsbury plc Sainsbury PLC is considered as one of UKs leading food retailers. The Sainsbury history starts in 1869 and today it says We provide Healthy, Safe, Fresh and tasty food (Sainsbury, 2011). Sainsbury brand has maintained goodwill for many years by providing its customers with healthy safe and tasty food. No compromise on price and quality has been made as they go hand-in-hand. Groceries in Sainsbury was introduced in 1903.John James Sainsbury died in 1928 by that time there were 128 shops and his last words were to keep shops lit. (Sainsbury, 2011). FROM FIELD TO FORK IN UNITED KINGDOM 17,000 Farmers Grocers 2,000+ Suppliers 22 Distribution Centres 800+ Supermarkets 30,000+ Products 150,000+ Colleagues 19 Over million Customers 3) Evaluation of stake holders. Anyone who can affect or be affected by the actions of the organization (Godson, 2008).The term stakeholder was first used by the Stanford Research Institute in 1963 to jointly describe consumers, shareholders, suppliers, employees, financial lenders, and society in general. (Reed, 2008). Relationship Marketing model developed by Gummessons consists of four broad partnerships were exchange take place. They are applied in case of Sainsbury United Kigdom Four Broad Partnerships of Relationship Marketing (Morgan and Hunt 1994) Internal Partnerships-The research studies suggests the quality of relationship a company has with its customers largely depend on how the employees at the front line make customers. (Egan, 2008) Being a great place to work is rooted in Sainsburys heritage and values. Sainsbury plays a vital role in achieving the corporate business goals with the help of its colleagues working for them.1,50,000 of the colleagues together make it successful in delivering great customer service every single day. These individuals by all sense are the face of the company. Delivering great food at fair price and surpassing the customer expectations. The employees are treated in a manner by which retention of employees takes place motivating them to work for Sainsburys customers in the best manner. Sainsbury is proud to be awarded the peoples organisation by the CBI in Human capital Awards 2009.It was awarded in recognition of HR people management excellence. The first ever retailer who has been awarded a gold accreditation from Investors in people for the commitment made to improve business through investment in our colleagues. Out of 168 categories Sainsbury was successful in 165. (J SainsburyP LC) Supplier Partnerships- Two formal documents are held by Sainsbury which cover the commitments made to their suppliers and standard they expect in return. They take pride in having good supplier relations. They are the first supermarket to implement a voluntary code of conduct which went beyond the obligations in previous supermarket code of practice. They issue a supplier handbook to their suppliers which is legally binding code of commercial practice. (J SainsburyPLC). Sainsbury has thoroughly strengthened and widened grocery supply code of practice (GSCOP) which is in force from feb2010 following the competition commission report into the grocery market. Sainsburys supplier have training thereby they can support the skills of suppliers to ensure they can operate efficiently to meet our requirements for quality and sustainability. They are the worlds largest retailer Sainsbury is doing well in the retail sector. (J SainsburyPLC) Buyer Partnerships- Sainsbury engages with the shoppers on a day to day basis by requesting their feedback. (J SainsburyPLC).Sainsbury communicates that it understands it s customers and their needs. Sainsbury customers are mailed a calendar which is their on their wall for twelve months with a new image and a new text or idea every month. (Jenkinson Sain, 2003).Sainsbury does spend to genuinely understand their customers. Moreover it is vital in Integrated Marketing when it comes to big brands like Sainsbury having multiple customer communities. (Jenkinson Sain, 2003) Relationship Marketing ladder of loyalty External Partnerships- As Sainsburys does engage with organisations like NGOs and government and agencies to understand issues and making better decisions. (J SainsburyPLC) Stakeholders like Normative groups Diffuse groups 4.1 Normative groups have authority to regulate or control the actions of an organization (Godson, 2008) These would include Regulatory bodies, Governments, Trade associations, Professional associations, shareholders and finances. The Sainsbury boss fears new VAT rise under new government (Kollewe, 2010). 4.2 In Sainsbury they are committed in reducing the negative impact on the environment and aiming to be leaders in UK for environmental innovation. Climate change is affecting everyone so Sainsbury tries to reduce the environmental footprint as all nature of business has direct or indirect impacts but in retail distinction is is significant. They have been given an A rating in the consumer Focus Green to the Core? In 2010 a five year partnership has been announced with Imperial College, London and Grantham Institute for Climate Change. Sainsbury won Green Retailer of the Year Award at Drinks Business Green Awards on March 8th 2011. (Sainsbury, 2011) Customer Relationship Management As Mass Media Advertising on decline marketers are focussing more on CRM adopting it as the best way to win, retain and grow business. (Handen, 2000). Most definitions of CRM is based around the collection and use of customer data for specific customer-focused activities. (Walton, 2008)CRM is a buzzword that a buzzword thats really not so new (Gateway for India, 2005).CRM previously did allow the neighbourhood grocer to keep a track over few of his customers preferences. To recognise their needs and deliver them effectively. Technology has now allowed to go into future in this model. (Gateway for India, 2005).The CRM today brings the organization closer to the customers allowing the organization to understand and cater to their needs in a better manner. (Handen, 2000).Mass marketing done through advertising and effective campaigns may not reach customers so effectively as CRM can do today. (Handen, 2000) Sainsbury selects Teradata warehouse replacing Oracle and getting CRM solution.This would enable in implementation of CRM and communicating well with the targeted customers and personalized communication and decision making.Sainsbury wanted to carry out a initative in offering customers surpassing to their expectations (Sainsburyselects Teradata Warehouse and CRM solutions, 2001) Sainsbury developed customer relationship to win customers in 2011.As household budgets looked stretched further by tax increase and inflation.There are some elements which can be used to achieve focus on relationships to establish with the shoppers enabling them to win sales over their competitors. (News, 2011) Focus on value- Retailers are trying to promote heavily to their customers with price guarantees and promotional innovation among the key weapons in their communication strategies. (News, 2011) Trend one -Internet Internet is used widely to communicate across different channels.The sales is also recorded in conjunction the price message is also communicated properly. (News, 2011) Trend two-Promotional mechanics-The retailers come up with innovative promotional schemes to attract the customers so that sales would increase,deals such as buy 1 get 1 free.During festivals or some ocassions like Mothers Day, Valentines Day and Easter the promotion schemes becomes more significant in the retail calendars. (News, 2011) Loyalty cards and technology -Loyalty card scheme is been widely used by retailers.It has been gaining momentum helping the retailers to establish good customer relationship in future.To reward the shoppers indirectly encourages and tempts them to shop more which results in more sales. (News, 2011) Non-Food Alongside their strong food propositions Sainsbury approach to develop its hypermarket format and to utilize their extended space for general merchandize. (News, 2011) Customer Service-Customers not only purchase the service but the experience offered by the service organisation. (Adebanjo, 2001).Sainsburys had tried a scheme in the early 2008 which would enable the company to build in the use of Nectar data.Some printed communication could include Money-off coupons,promotional offers, advertising messages and recipie ideas.It did combine customer relationship marketing(CRM) programme with colour printer technology.Moreover the it would help the suppliers to understand how the system can help. (Talking Retail-Hub for grocery retail, 2007). Customer Satisfaction At Sainsbury customers are delivered great service making it easy and enjoyable experience for the customers to shop. (Sainsbury, 2011)(Hill,1999)Customers are satisfied on meeting their expectations otherwise they are dissatisifed. (Adebanjo, Understanding Customer Satisfaction-Uk food industry Case study, 2001).Customer complaints helps to identify the weakness of customer service higlighting areas of improvement.The customers whose complaints are attended and resolved are more likely to remain loyal and share the experience with others. (Adebanjo, Understanding customer satisfaction-Uk food industry case study, 2001).This would enable in handling customer complaints and useful for service and process improvement.Customer focus and to understand customers is increasing among organizations and has become essential for business success. (Adebanjo, Understanding customer satisfaction-Uk food industry case study, 2001).Being prompt and effective in responding to customer concerns and complaints.Compalints are dealt in the store wherever possible by the store duty manager.A team is formed in sainsbury to know customer insights and individuals working together to study trends and needs of customer.They undertake surveys each month.The stores are not aware when they are conducted as it is done secretly when the check is been made unless the stores are informed regarding their performance and scope of improvement.Several steps and initatives are taken sothat customers can easily locate the products on shelves.New approach to reduce queiuing times at check outs.The ambition of Sainsbury is 1 in front at all check outs in our store Self service check outs are introduced by them and hand hold scanner for customers in 34 stores are introduced. (J SainsburyPLC) Loyalty- Loyalty is a positive feeling that consumers may exhibit towards brands,services,stores,product,catgories, and activities. (Godson, Customer loyalty and Inovlement, 2008). Geniuine Loyalty and Repeat-buying behaviour-To distinguish between genuine loyalty and repeat-buying behaviour as organizations sometimes mistake that they have loyal customers but sometimes they may be repeat purchaser in the outlets. There are some reasons to support these (Godson, Customer loyalty and Inovlement, 2008) Lack of Choice- Some cases customers lack choice of options to use some services eg. Bus as a particular company bus may be operating through a particular route an no other companies would have introduced in the same route. Thus the individual may avail the same bus service not because of loyalty but because of convenience even though it may be expensive compared to its competitors but this company bus has monopoly in that bus route. Convenience-A customer may purchase from the nearby grocery outlet not due to loyalty but it being convenient for the individual. Lack of information or ignorance-Sometimes an individual shopping in one outlet like Sainsbury eg Chicken meat Slices of 400gm for one pound may purchase from Sainsbury itself with other items. Reason may be he is not aware about Netto offering Chicken meat slice of 410gm at the same price and more tasty. In such a situation the person is not informed about the alternative and would end up purchasing from the same store not because of loyalty. Customer Loyalty- To develop and maintain customer loyalty which represents a major contributing factor in a firms profitability. (Fulford, 2005).Some studies are of the opinion that customer loyalty positively influences and reduces on market cost and increases sales per customer.(Berry 1995). Loyalty and retailing-Earlier research shows retailing area concentrated mainly on behavioural aspects. However some studies shows little association between loyalty and socio economic status of the household. Customer Identification loyalty programs- Customers should be identified as an individual so that they can be reached directly and relationship can be established. Sainsbury in June 2002 introduced Reward for customers the Nectar Card. (East et al 1995, Mason,1991)Since then it has helped the company to know their customers and benefitting both the parties customer and the company. (Fulford, 2005).Loyalty schemes and programs are been introduced to increase frequency of sales and usage of products and secondly to retain customers base given expense of recruiting new customers and relatively profitability of loyal customers.(Uncles et al;2003).This manner customer loyalty could be increased and interest of using loyalty cards have taken place. Nectar Card introduced by Sainsbury- It was introduced on September 10, 2002. In grocery stores of Sainsbury this was a revolution brought in the loyalty programme. UKs four best known companies Sainsbury, Barclaycard, Debenhams and BP together created Nectar Card UKs most comphrensive reward programme. Extensive advertising on TV on all major channels was accompanied with press and outdoor advertising campaign. As per the extensive research conducted to cater consumer needs there are some features of Nectar programme listed. (Sainsbury, 2011) Choice- The nectar Card could be used to collect points not just for flights but to purchase groceries, in restaurants and for many other purposes. Speed-Nectar points could be earned by shopping at more than 1800 as participating outlets wherever individual shops does not make an individual wait for long number of years to collect enough points so as to claim their rewards. Simplicity-It is simple to use as one card, one points currency. Moreover this same card could be used in other stores like Barclays and customers purse would not bulge with number of loyalty cards and all the points collected would be in one card only. Ease-It is easy to use .The procedure is not complicated. Depending on what one individual wants to use points for Exchange points for Nectar voucher. Call Nectar direct or have points automatically deducted as and when the card is swiped. Huge Investment in Customer Loyalty since Launch of Nectar- On September 28,2009 Sainsbury had huge investment in customer loyalty since launch of Nectar. Pound multi million investment over 5 years Over 1 billion money saving coupons in store Staple everyday basics to help customers through economic downturn This major financial investment in a coupon scheme was to benefit 18.5 million customers retailers serve every week. The customer receive reward at the till with money-off coupons to make further purchase of branded and Sainsbury own brand products. (Sainsbury, 2011) Nectar Card took top spot in race for customers loyalty- More customers use Nectar card in comparison to other loyalty cards. The number of people using nectar card increased over 1million in making Nectar card scheme to be widely used across the country making it popular among customers. The reason being Nectar card widely been used by customers and the attraction for them to use it is because it has number of partners it is associated with. Recent growth in 2010 usage of Nectar card was driven by savvy shoppers who were wanting more of their money during recession. As said by Gwyn Burr, Sainsburys Customer Direct. There customers appreciate and have around 1million new card holders who have signed to take advantage of benefits. (J SainsburyPLC) Easy Jet joined Nectar- Recently on March13 2011 Easy jet joined Nectar loyalty programme. This new partnership created between UKs largest loyalty programme and UKs biggest airlines. This partnership enables Nectar collectors to exchange their nectar points for any easy jest flights in 550 destinations in 30 countries with no restrictions. An article published in The Sunday Times says Sainsbury Chief Justin King-Loyalty cards provide advantage as without loyalty schemes supermarkets are forced to make promotions for their customers as those without data are been drawn into more promotion as they lack sophisticated database. As in Sainsbury coupon at till scheme customers are specially targeted money-off vouchers (Robert, 2010). Internal and External Relationships marketing Internal Relationship Marketing- The vital role played by employees in customer satisfaction has become distinct clear. (Godson, Background and theory, 2008)According to Gummesson E.2002, creating relationships between the management and employee and functions is the aim of internal marketing within relationship marketing. The employees should be given training so that they can serve customers in a manner which would increase the goodwill of the company and consequently develop in having external contacts and tools for external marketing. The employees when treated well this would motivate them to serve the customers. Sainsbury employees are recruited and the staff are treated without any discrimination. Focus to deal with candidates with Equality and Diversity policy at all times. Sainsbury attach Human Resource development to cope up with environment changes not only including the training cost but also investment cost. The policies for Sainsbury disabled people are such that which does not discriminate them from other employees rather gives them an edge and treats them with equality. External Relationship Marketing- . Communication Tools- Traditional communication tools like to sell by attracting attention, promote and persuade prior of making sales. There are two aspects like Asking-To elicit from consumers and buyers to understand their need of the product .Telling-To inform them all the aspects of the product making them aware helping to decide, persuade for acceptance and prompt purchase action.(i.e selling the product to increase level of business and accelerate diffusion of process) (J.Varey,2002) Example of Marketing Communication PERSONAL IMPERSONAL Formal Market Research focus group Market dominated advertising. Informal Consumer dominates face-to-face conversion. Internet chat room Other tools of Communication- Advertising- Making customers aware and delays affect on sales due to learning curve of customers.Sainsbury does extensive advertsing.Sainsbury target shoppers while they are in buying mode.It has effective communication with its customers through advertisments Publicity-Contionous effort made to make other communications credible.Campaigns of Sainsbury does include proof of posting and research available.They capture both point of sale and point of purchase opportunity. Personal selling- Immediate effect on sales. Sales Promotion E-marketing Direct Marketing- Sainsbury does more of direct marketing to reach its target customers.The channel used to reach its customers is through website (Sainsbury.co.uk), advertising through the stores which are widespread acrros UK.The promotion tool used by them is Nectar Card to reward its loyal customers for the purchases made by them. Recommendations- Sainsbury should concentrate on how to lower the price compared to its competitor which wins more of the customers is due to maintain equilibrium between price and quality. Sainsbury concentrates more on food for the food lovers.As consumers nowdays have many options availaible like cheap tasty take-aways and restaurants offering them excellent ambience these would be threat for sainsbury food business.Therefore they should develop their array of product options more to offer customers. Sainsbury should do wider research so that it is successful in understanding its consumers. (n.d.). Retrieved april 3, 2001, from http://www.essaycoursework.com/modelanswer/business/essays/communications-sainsbury-retailer.php (n.d.). Retrieved april 07, 2011, from http://www.essaycoursework.com/modelanswer/business/essays/communications-sainsbury-retailer.php (2005). Retrieved April 10, 2011, from Gateway for India: www.gatewayforindia.com/technology/CRM.htm (2007, october 27). Retrieved march 07, 2011, from Talking Retail-Hub for grocery retail: www.talkingretail.com Adebanjo, D. (2001). Understanding customer satisfaction-a UK food industry case study. British food Journal , 36-45. Adebanjo, D. (2001). Understanding customer satisfaction-Uk food industry case study. British food Journal , 37. Adebanjo, D. (2001). Understanding Customer Satisfaction-Uk food industry Case study. British Food Journal , 36. Egan, J. (2008). Internal Partnerships. In J. Egan, Relationship Marketing:Exploring Relational Strategies in Marketing (p. 174). PEARSON EDUCATION. Fulford, M. R. (2005). Loyalty transfer from Offline to online stores in the Uk grocery industry. International Journal of Retail and Distribution Management (Vol-6), 444-446. Godson, M. (2008). Background and theory. In M. Godson, Relationship Marketing (p. 17). Oxford Press. Godson, M. (2008). Customer loyalty and Inovlement. In M. Godson, Relationship Marketing (p. 102). Oxford Press. Godson, M. (2008). 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