Building on Porters Value Chain Model for Design Management

Building on Porters Value Chain Model for Design Management Building on porters value chain model (1985), design management creates value at three different levels: management of design activities, integration of design function into all business processes and decisions to the design vision within the company vision and strategy (Sinha, 2002). What is Design? Design is a process of seeking to optimise consumer satisfaction and company profitability through the creative use of major design elements (performance, quality, durability, appearance and cost) in connection with products, environments, information and corporate identity (P Kotler, GA Rath, 1984). It involves a wide range of professions in which products, graphics, services, interiors and architecture all take part. Design is a problem solving, systematic, creative and a coordinating activity (Borja de Mozota, 1998). It is a creative and management process. Design is a process that has four essential characteristics (Walsh et al, 1992). The 4Cs Creativity: the creation of something new Complexity: decisions on large number of parameters and variables Compromise: Balancing multiples and conflicting requirements Choice: making choices between many possible solutions to a problem at all levels Why is Design Important? Design enhances products, communication, environment and corporate identity. Design objective is to create high satisfaction for target customers and profits for the enterprise. It is an important strategic tool in firms unending search for a sustainable competitive advantage. Design seeks to discover and assess structural, organisational, functional, expressive and economic relationships with the task of enhancing global sustainability, environmental protection, giving benefits and freedom to entire human community, supporting cultural diversity despite the globalisation of world. (Borja de Mozota, 2003). Designers play an important role in how companies use information, how product information is documented and communicated (Lawson 1990, vossoughi 1998, French 1994). Design involves finding and identifying problems as much as solving them (Lawson, p.136, 1994). What is Design Management? Peter Gorb, 1990 defines design management as the effective deployment of the design resources available to a company by line managers in order to help the company achieve its objectives. Design management involves managing the creative process within the corporation and managing the company according to design principles. it is about managing the processes of innovation and design. Design management analyzes the diverse elements necessary for the successful integration of design as an essential component of design strategy (Gianfranco Zaccai). Importance of design management pg 68 Creativity is a process which results in a novel work that is accepted as tenable or useful or satisfying by a group at some point in time (Stein 1956). Creativity has been considered as a type of problem solving (Matlin, 2002). Puccio, 1997 illustrated that creativity contributes to effective leadership and discovering new and better ways of solving problems, the effective use of human resources and the rapid growth of competition in the business. Design is regarded as a creative process. The process has five phases, each having a different objective and corresponds to the production of visual outputs. (Borja de Mozota, 2003) These design phases are identical no matter what the design project is. PHASES OBJECTIVE VISUAL OUTPUTS 0. Investigating Idea Brief 1. Research Concept Visual concept 2. Exploration Choice of style Rough of ideas, Sketches, Rough of presentations 3. Development Prototype detail Technical drawings, Functional  model, 3-D mock up for visual  correctness 4. Realization Test Documents of execution,   Prototype 5. Evaluation Production Illustration of the product The design process (Borja de Mozota, 2003) In preliminary phase, the idea is generated and the problem is identified which can be solved by the design. In phase 1, the designer analyzes the positioning of product and discovers the technical and functional parameters of the project. In phase 2, the designer makes rough sketches of different possibilities using all his creative resources for the clients. Selection is made between different solutions which are to be developed in phase 3. In phase 3, the selected solution is formally represented in three dimensions. The model is used for various tests and the final model is then adopted ending the creative process. In phase 4, the designer works on realization of a prototype for the project. This requires the collaboration of different departments. In phase 5, tests are launched in three different directions: technical control, calculation test, and marketing evaluation. FCUK French connection, also known as fcuk, founded in 1972 by Stephen Marks was designed to create fashionable clothing aimed at a broad target market. French Connection offers a fashion-forward clothing range with a quirky spin on design, priding itself on quality and affordable prices. Fcuk represents French Connection United Kingdom, and is the casual French Connection clothing range; it has developed into a brand name which is highly renowned and an acronym that relates to the French Connection logo. The French Connection brand operates in the fashion-orientated high street retail market offering a fashion-forward range of quality products at affordable prices. Customers, typically aged 18-35, appreciate that the brand is at the leading edge of high street fashion and offers quality and style in its products. The design teams are based in London and products are manufactured in specialist facilities in Europe and Asia (Fcuk.com, 2009). French Connections operations cover several dist ribution channels, from their own retail outlets, wholesalers in North America, franchises, mail order, to concession stores in a variety of department stores such as Selfridges. French Connection is now one of the most recognisable fashion brands on the high street with a global reach, operating in over 30 countries, with over 1,000 stockists worldwide (fcuk.com, 2009). In February 2001, French Connection paid  £23 million pounds sterling to its US joint venture partner Best of All Clothing who had been operating the 24 French Connection stores before the buyout. Now French Connection holds complete independent ownership. Product/service offering The company design ranges of products for both men and women from underwear to outerwear, casual wear to suits, denim, accessories and childrens wear. French Connection has expanded into new markets at a phenomenal rate and the product range is now hugely diversified. The company began by selling clothing to the mens and womens market, originating as a fashionable clothing range, and has now extended its brand in recent years to include fashion accessories, make-up, toiletries, even condoms and not forgetting more recently alcoholic drinks. Brand licensing plays an important part of the companys strategic plans for expansion with licensing deals revenue. The company has developed into a brand licensing company rather than solely a fashion retailer. The brand had even expanded into radio, with the launch of FCUK FM. The core plan behind the idea is to target 18- to 35 year old to the brand in the future. Fcuk follows a specific pattern to achieve its organisation goals. FCUK advertise d Scent to bed in publications, print ads in magazines that included cosmopolitan, Marie Claire, Maxim and FHM whose readerships were primarily consisted of girls in their early and middle teenage years. Fcuk remained convinced that the campaign was right for its target market. Focus remains to produce fashion-forward products to build on the success of the ladies wear ranges (Fcuk.com, FY09 presentation). USPs French connections controversial ad campaigns with the fcuk fashion developed the brands bold, and witty attitude that has made customers think; with a desire to be innovative, distinctive and yet be affordable and accessible. Their adverts are not like the usual fashion advertising, they leave it open to interpretation of the customer. Fcuk witnessed a sudden fall in late 1980s, but it became one of the hottest brands in England in late 1990s and early 2000s, thanks to its controversial marketing campaign and subsequent rebranding. FCUK has always adopted out of the way advertising and selling techniques, for example their logo FCUK, or the eye catching visuals on the high streets. Accessories such as hats, sunglasses, backpacks, fragrances and the companys new cosmetics line complement the brands fashion (Plunkett 2009). The fcuk logo works as a unique selling point for the brand and separates it from its competitors. Also the exclusive designs, customer satisfaction and service pr ovided by the employees are the unique selling points of the brand. French connection has become synonymous with style and fashion. It strives to maintain the brand credibility and its uniqueness in the market. Innovation and creativity are the characteristic of the designs and the company blends high quality with exciting ideas as well as affordability. Multi -Channel Strategy Apart from the store network such as mail order and the internet the company uses a number of other lucrative channels. With e-tailing, French Connection realised how important their online business is, where they were adamant to win the rights to fcuk.com. In addition to these varied channels deployed, French Connection also grants licenses to retailers worldwide in order to expand their business into new markets. French Connection is aware of the volatility of expanding into new markets. Therefore they are more cautious and get involved with their licensees to follow progress. FCUK and the Market French Connection operates as a multiple specialist fashion retailer, competing against the likes of Zara, HM, Top Shop, Miss Selfridge, Next, River Island and Warehouse. This industry is highly competitive with numerous international brands fighting in the segment. As like all other fashion retailers FCUK has monitored the progress of the Spanish clothing brand Zara. Due to Zaras lean production and efficient logistics, it has taken over a huge share of the market. To compete with them, the design and production teams at FCUK now only commit to less than sixty percent before the launch of the season .The company acknowledges that speed-to-market is crucial in order to give customers what they want, when they want, at the price they want. It sells its products at higher price points than the likes of Zara and HM. However daring its marketing may have been, French Connections clothes were in reality considerably less interesting than those stocked at faster-growing rivals Zara and HM, and the truth finally caught up with the company in 2004. That year, sales began to slow significantly, encouraging the company finally to drop the FCUK slogan from its advertising. That tactic failed to arrest the decline in performance. In May 2009, French Connection announced that like-for-like sales in the UK and Europe rose by 2% during the 3 months ending 16th May, thanks to a strong performance in the women wear sector. Total retail sales in the UK and Europe were up by 8% over the period. French Connection said that women wear had continued to show growth, but that menswear remained difficult (mintel.com). Read Supply chain report. http://tutor2u.net/business/strategy/what_is_strategy.htm Conclusion French Connection has set a personality to its brand, which is exciting and original; this is considered to be exceptional with the number of different brands in the high street. The key to their success is a combination of their stylish clothing range, affordable pricing, merchandising, and controversial advertising. As the brand is continuously innovating itself, they aim to create more fashionable clothing ranges by taking the opinion from important people in the fashion industry. The advertising will remain innovative and creative but will focus more on the clothes itself; creating a unique look that is distinctively, French connection. The brand celebrates individual fashion whilst constantly developing products, market and future goals to expand

A Flawed Society :: essays research papers

William Golding’s allegoric novel, Lord of the Flies illustrates many issues of human society through a group of young, stranded, British boys. The story takes place on an island during World War II. As a result of a plane crash, several young schoolboys are left to survive on their own in an entirely new environment. Left with no other choice but to wait to be rescued, they try to figure out what is necessary to sustain a civilized life similar to the one before. They start out fairly well, demonstrating a relatively democratic and cooperative society. However, as life in the crude territory continues, and the hope for rescue diminishes, the inevitable happens. Things begin to fall apart. The neglecting of rules and their desire for fun and violence overtake them, ultimately destroying any order or peace they had on the island. Although the novel was written several decades ago, current happenings such as the Columbine shooting show that Golding’s views on these issue s are valid even to this day. The first and most obvious aspect that Golding points out, are the consequences brought on by a weak government. He places his characters in a completely different environment where civilization is nonexistent, and the only form of authority is in the form of a 12-year-old boy named Ralph. In the beginning, the boys are somewhat pleased with their newfound freedom. However, this switch in government and society eventually leads to the development of an indifference to rules and civility. It starts out with the conflict between Jack and Ralph. Jack, whose main priority is to keep the group’s meat supply steady, and Ralph, whose main priority is to maintain control, argues numerous times in the book. As tension builds up between the two, the arguments grow more serious. At one point, Ralph tells Jack, â€Å" You’re breaking the rules!† and Jack replies, â€Å" Who cares?† (p. 91). This event foreshadows Jack’s rebellion against Ralph and the series of events following the rebellion that lead to the final collapse of their society. The collapse is indicated by the destruction of the conch. The conch, which had called the meetings into place and moreover gave the right to speak in one, clearly represented order and law on the island. â€Å" †¦ The conch exploded into a thousand white fragments and ceased to exist† (p. 181). At that moment, it was not only the conch that ceased to exist, but their society’s remaining stability as well.

Reconstruction in the Southern States

What were the most important political and social legacies of reconstruction in the southern states? The biggest issue of reconstruction was the question of how the government was going to deal with the north and south, and how it would rebuild its relationship after the north beat the south during the war. Dealing with the former slaves was also going to be a big part of reconstruction for the south. How would they treat them now? The South was beaten and its economy was in horrible shape.The south was still furious and having the northern troops there didn’t make it any better. The madness was from the changes made for African Americans and the fact that they now had their â€Å"freedom†. Lincoln had a dream; he was trying to make a plan to give amnesty to those swearing an oath of allegiance. When the state got 10 percent of the vote for the allegiance, it could start building its state government again. Louisiana and Arkansas both got the 10 percent, but the radical s in congress wanted even more.The radicals pushed a bill that would transform everything in the south, but Lincoln used his pocket veto to get rid of the bill. Congress made the thirteenth Amendment to abolish slavery all together and made the freedman’s Bureau to help with the slaves to become free. Another issue was that a lot of land had been abandoned and now they needed to redistribute it. The North was creating more tension between the South because they were giving some of the land to the free slaves. During the reconstruction president Lincoln was assassinated.Andrew Johnson became the new president, a war Democrat from Tennessee. Andrew Johnson was even harder on the South than Lincoln was, not on the entire South but more on individuals, Johnson decided while congress was not in session to grant amnesty on most of the southerners. The people of the political elite and the richer land owners were not part of the pardon, but later on Johnson pardoned most of them. Jo hnson made temporary governors to start making new governments in the southern states.In December, Johnson was saying that â€Å"restoration† was virtually finished. A lifelong Democrat, Johnson sympathized with his fellow white southerners and was committed to white supremacy. Thaddeus Stevens and George Julian radicals sought to use federal power to remake the South just like the North. They advocated land redistribution to make former slaves landowners. Strict â€Å"Black Codes† where imposed that defined a permanent second-class citizenship for the ex-slaves and this made the Northerners very upset.When Congress came back into session in December of 1865 it did not let the southern representatives be in there, they set up a special committee to hear testimony on the southern situation. Congress passed a Civil Rights bill to grant full citizenship upon African Americans and a bill to enlarge the scope of the Freedman’s Bureau. President Johnson vetoed both bi lls and Congress overrode the vetoes. This resulted in making congress a much more unified Republican Party. Not knowing that courts might declare the Civil Rights Act unconstitutional, Congress wrote the Fourteenth Amendment.The Congressional elections of 1866 became very bitter between Congress and Johnson over the issue of Reconstruction and the amendment. Republicans won congressional elections and set about gaining control over the Reconstruction. The First Reconstruction Act of 1867 enfranchised blacks and divided the South into five military districts. During all of this Johnson and the Secretary of War Edwin Stanton did not agree on everything. In violation of the Tenure of Office Act, Johnson fired Stanton.The House then impeached Johnson, and voted again to convict Johnson but fell one vote short of it. By 1868 eight of the southern states were back in the Union, three still were not. Republicans nominated Ulysses Grant for president. The Republicans attacked Democratsâ₠¬â„¢ loyalties; Democrats exploited racism to gather votes and used terror in the South to keep Republicans from voting. Republicans won with less than 53 percent of the vote. The remaining unreconstructed states had to ratify both the Fourteenth and Fifteenth Amendments to be admitted to the Union.

The Search for Language in The Awakening Essay - 2447 Words

The Search for Language in The Awakening Kate Chopin’s novel, The Awakening, tells the story of a late nineteenth century woman trying to break away from the male-dominated society to find an identity of her own. Edna Pontellier is trying to find herself when only two personas are available to her: the ‘true woman,’ the classic wife and mother, or the ‘new woman,’ the radical women demanding equality with men. Patricia S. Yaeger, in her essay â€Å"‘A Language Which Nobody Understood’: Emancipatory Strategies in The Awakening,† argues that what Edna is really searching for is a female language of her own. Edna is prevented from finding her own language and ideal and therefore is trapped until she discovers that suicide is her†¦show more content†¦Much of her entrapment comes from Edna’s having been raised to believe that happiness only comes with male words and companionship. Because of this lack of linguistic and social autonomy for women, Edna can ne ver find either a paradise or a language of her own. Edna Pontellier has no ‘lost paradise’ to search for in the novel. Leslie W. Rabine says that women are lacking an ideal they wish to reach and so they do not have a circular or linear path to follow, but wander in search of a paradise. In many ways The Awakening follows this pattern. Edna Pontellier, a late nineteenth century woman living among the Creoles of New Orleans, discovers that she is not happy with her life, but seems unable to figure out why or how to remedy the situation. She begins â€Å"going and coming as it suited her fancy, and, so far as she was able, lending herself to any passing caprice† (Chopin 76). She had no fixed direction, but seems content to let the tide of her whims carry her where it would. Rabine talks about the social and symbolic concepts of gender, and how they can both strongly affect a person. Both of these aspects of the subjugation of women affect Edna. There are set social ideas of what happiness should be for men an d women. A man’s paradise may be financial or business success, political power, happiness in marriage, strong, healthy sons to carry on the family tree, or even a life of frivolity and gaiety. A woman’sShow MoreRelatedThe Awakening: An Emergence of Womens RIghts in the Late Nineteenth Century1330 Words   |  6 PagesThe Awakening: An Emergence of Women’s Rights in the Late Nineteenth Century Kate Chopin’s The Awakening addresses the role of women within society during the late nineteenth century. The novel is set in South Louisiana, a place where tradition and culture also play a vital role in societal expectations. The novel’s protagonist, Edna Pontellier, initially fulfills her position in society as a wife and as a mother while suppressing her urges to live a life of passion and freedom. 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