Starbucks †Going Global Fast Essay Example for Free

Starbucks – Going Global Fast Essay Controllable: 1) Promotion. I think that spending only 1% of revenue on advertisement is a bit too little and Starbucks should definitely spend more. 2) Product. In Italy for instance food is popular in cafes. To open shops and be successful in Italy Starbucks should have more differentiated products. 3) Price. Again in Italy price for coffee is a bit less than Starbucks proposes. The only way is to make the price less. Uncontrollable: 1) Starbucks tries to control competition for instance paying for rent twice as much, so competitors cannot get a place or renting empty space. Even though it seems to be controllable, customers can be unsatisfied because of that and also businesses can practice same strategy. It also can lead to bad reputation (it is not nice to do so) 2) Starbucks wants to enter French market. The main problem is strict regulations and labor benefits. Considering some problems with working hours and salary that Starbucks had it would be hard to work in France. 3) Italians know which coffee to drink. Considering this Italian coffee culture and the amount of competitors in Italy it will be very difficult for Starbucks to be famous there. 4) Cultural challenge is the main problem for Starbucks to be global. Every country needs to be treated differently. If in US people got used to very sweet coffee, in Japan they did not. Question 2: Potential risks: 1) In my opinion potential risk is connected with dissatisfaction of employees. If Starbucks will not change its policies, salaries, working hours it will have problems with personnel. Potential solution could be identifying gaps connected with employees and try to make everyone happy. Increase the salary if needed, make the environment for employees friendlier, so they will stay and enjoy their work. 2) Another risk is attracting next generation customers. Younger customers feel uncomfortable already, because almost all stuff is same age as they are. Some do not like the terminology. Starbucks can for instance change the terminology once in a while. Make it in different language every time. It also can hire more diverse workforce, young and not so young, different nationalities, so people will feel more comfortable. 3) Because of complains of employees Starbucks can loose its reputation, which can decrease sales. Its good that Starbucks wants to increase its market share and income, but it would be bad if it will loose its reputation because of that. So it is better to focus on both things together. 4) In international environment Starbucks faces a lot of risks. Cultural risks are the most important ones. For instance language differences, tastes and others. Managers of Starbucks should examine foreign cultures better to understand them and provide them with products they want. 5) Competition is a big risk also. To be more competitive Starbucks should not loose its image and make the products more differentiated. As it says in the case study in Japan Starbucks lost 70% of its profits because of competitors. It’s a huge loss and Starbucks should think and fight with competitors. Question 3: Reading the case I noticed that Starbucks uses unethical strategy. Paying for empty space so competitors cannot make business there is unethical I think and it can damage the image of Starbucks. A lot of customers of Starbucks think of ethical part of the business and this strategy will probably make them think to go to Starbucks or other place. Another issue is that Starbucks experiences decrease in sales and tries to improve this aspect. But all efforts (Starbucks express, cards etc.) do not give the desired outcome. There must be something wrong with their strategy. Low salary to employees is an issue too. Starbucks still does not have stores in 8 states in US. It is controllable. Starbucks can open its stores and make them successful there. Question 4: Starbucks can improve the taste of coffee and make it like Japanese people want. Examine culture better and understand what people want and need. Starbucks also can improve service or make better atmosphere. It also can renovate coffee houses. Develop new menu that will fit tastes of Japanese customers. Also Starbucks should always work and improve to keep customers interested and fight with competition. Japanese people are busy, so maybe it would be convenient for them to buy coffee online.

Effect of Expansion Monetary Policy on Income Levels

Effect of Expansion Monetary Policy on Income Levels As the consequence of recession in 2008, most of the central banks in the world became more and more worried that the traditional instrument of monetary policy-controlling interest rate was insufficient to stimulate the demand (Sloman and Wride, 2012, pp. 618). The alternative of monetary policy considered was to increase the money supply, which is also known as quantitative easing. This process would be predicted to have numerous complex effects on both goods and financial markets. In order to generalize and examine the specific influences of the monetary policy on the interest rate and real output (or national income), John Hicks (1937) had developed his simple model, the IS-LM, by taking both markets into account simultaneously. The intersection of the IS and the LM curves (or IS-LM) is a general equilibrium in the goods and financial markets. According to Gregory Mankiw (2012), the IS-LM model is an excellent interpretation to analyse any changes in the level of income when the p rice is unchanged in the short-run. Therefore, this essay is written on purpose of illustrating and explaining deeply how the money supply is working and also points out some circumstances in which this process cannot affect the level of income based on the IS-LM framework.     Ã‚   The IS-LM model is a macroeconomic tool that interprets the link between the interest rate and the real level of income in the goods and financial market (Robert Gordon, 2009). In the goods market, the IS curve is derived from the Keynesian injection and withdrawals model. From the four-quadrant diagram 1 that at the level of income Y in the 1stquadrant, there is a specific investment I in the 2ndquadrant. As for simplicity, it is assumed that the investment I is only injection and savings S is only leakage so that the equilibrium is in position I=S. At I level of investment, the interest rate is set at r in the 3rdquadrant, and the first point on the IS curve is at level Y of income and r of interest rate. Since the interest rate decreases up to r1 in the 3rdquadrant, investment will increase to I1 and savings will rise to S1 in the 2ndquadrant. The increasing level of saving shows the higher level of income at Y1, so the second point of the IS curve is defined at Y1 national income and r1 of interest rate in the 4thquadrant. Connecting two points in the 4thquadrant, the IS curve is derived with the downward sloping. Similarly, the LM curve in the money market is concerned with the combination of the interest rate (r) and the level of income (Y), where demand for money (L) is equal to the supply (Ms). From diagram 2, the LM curve is derived in which a rise in national income from Y to Y1 in the first quadrant will encourage people more transaction demand for money from TD to TD1 and less on speculative ones such as government bonds so the AD reduces to AD1 in the 2ndquadrant. The decreasing demand for bonds will cause their price to fall, which will then lead to an increase in the interest rate from r to r1 in the 3rdquadrant. Thus, the level of income rises, the interest rate rises as well, and the LM curve is described as an upward sloping curve in the 4thquadrant. Taking both the IS and LM curves in the same diagram, the equilibrium of the IS-LM model is known as r interest rate and Y level of income. There is an assumption with the IS-LM model that the price is fixed, therefore, the changes in the money supply will influence the level of income. In particular, it will result in a fall of interest rate, and, eventually, the growth of national income. Firstly, the effect of the money supply on an increase in the level of income can be explained by the transmission mechanism of asset purchase. In fact, the money supply involves an aggressive version of open-market operations, where the central bank purchases the range of assets from the commercial banks or financial institutions, such as long-term government bonds (Sloman and Wride, 2012, pp. 619). The purpose is to pump large amounts of additional money into the financial market to stimulate the demand and increase the broad money through the process of credit creation. The increase in the money supply is, therefore, illustrated by the shift outward from Ms1 to Ms2 as well as LM1 to LM2 in diagram 3. Because of assets purchase, there is a rise of demand for bonds in the market, which shows AD1 increasing to AD2 and then the bonds prices are beginning to go up, making them more expensive to buy (BBC, 2013). Thus, this will depreciate interest rate from r1 to r3 in the 3rdquadrant and lead to a new equilibrium in LM2 as point B, where the national income is Y1 and the interest rate is r3 in the 4thquadrant. In theory, the fall in interest rate will stimulate investment and consumption because of lower returns and savings, respectively, which, thus, rises in the injection. In the Keynesian income-expenditure model, any changes in injection will reflect a national income change, too. Finally, the level of income, in this case, will be boosted from Y1 to Y3 because of increasing investment. Afterward, it is clear from the 4thquadrant diagram that the market is not in equilibrium (LM#IS), and hence, both markets should be automatically adjusted to gain the new equilibrium of point C. Because of the increase in national income at Y3, people are willing to increase their consumption and broad money to pay for these. It also means that they will demand more money. However, there will be an excess of demand for money because people prefer to consume at Y3 while the liquidity preference is only available at lower level of Y1. When the demand for money is higher, it will lead to higher interest rates, too. Indeed, the excess of demand can be only eliminated by an increase in interest rate from r3 to r2, which then results in less investments as well as a fall in injection. The decrease in injection shows a reduction in the level of income from Y3 to Y2 ­. Here, the market reaches the equilibrium as point C in which the interest remains r2 and the national income is Y2. Conse quently, the rise in the money supply will cause a fall in interest rate and an increase in the level of income. However, there are some arguments in which the effect of monetary policy might be determined by some factors. For example, Keynesians figure out that the monetary policy will not work effectively on the level of income. In other words, the money supply cannot increase the national income because of animal spirit and liquidity trap. The first situation is illustrated as the IS curve is vertical. This case is known as an animal spirit which refers to the importance of instincts, proclivities and emotions in human behaviours on future decisions, and can be measured in terms of consumer and business confidence (John Maynard Keynes, 1936). Keynesians argue that the IS curve is likely to be inelastic because the investment and savings are mainly determined by factors such as an animal spirit rather than changes of interest rate. The lack of sensitiveness of investment leads to no changes in the level of income, even when the interest rate is falling. From diagram 4, the IS curve is extremely inelastic (or vertical). Since an expansionary monetary policy applied, the money supply increases, which also means the LM curve is shifting outward from LM1 to LM2. To eliminate this excess of money, the theory of liquidity preference says that the interest rate has to fall, and hence, interest rate decreases from r1 to r2 (Begg and Vernasca, 2011). By contrast, the reduction in interest rate cannot stimulate investments as the theory in diagram 1, because investors are currently unconfident and pessimistic on the future business prospects, they are not willing to invest even a fall in interest rate. Thus, the injection and level of income cannot be affected and remained at point Y as no changes of investment. In a summary, Keynesian suggested that the human behaviours do play a vital role in the effectiveness of monetary policy. Furthermore, it is one of the elements causing liquidity trap that is an issue of the current economy after the recession in 2008. In fact, the central bank had decreased interest rates from 5% in 2008 to 0.5% in 2009, and remained at that level to date. However, the economic growth was still in a recession, and the unemployment was growing because the confidence of both businesses and consumers was severely depressed in 2011 (BBC, 2014). Furthermore, the second circumstance is believed as the extreme effect of monetary policy (Economics Help, 2009). It shows that when the market operates in the case of a liquidity trap, the monetary policy cannot affect the level of income because it is ineffective in changing the interest rate. Generally, a liquidity trap is a situation in which people are likely to hoard cash rather than non-liquidity assets since they feel afraid of an adverse event, such as deflation, insufficient aggregate demand, or war that are expected in the future. A common characteristic of a liquidity trap is defined as the interest rate being close to zero or even zero percent (0%), and people are unwilling to forego the benefits of holding cash by investing in bonds (Krugman Paul, 2008). According to Krugman Paul (2008), when the monetary policy is carried out through the open market of asset purchase, there will be an injection of broad money into the private bank system since the commercial banks are selling bonds in order to get new money (BBC, 2013). However, the process of the money supply fails to decrease the interest rate which main purpose is to stimulate investment and consumption since the interest rate is at its lowest in the liquidity trap. Moreover, bonds will pay little or no interest at this period, meaning that bonds are nearly equivalent to cash. When people may not gain higher returns from bonds, they do not want to purchase bonds, therefore, any attempt by an expansionary monetary policy to encourage people to hold non-l iquidity assets in the form of consumption will not be useful. Overall, the interest rate is unchanged so that it is unable to increase in investment, injection and, the level of income finally (Economics Help, 2012). From diagram 5, at the close-to-zero interest rate, the demand for money will become extremely elastic, meaning that the left part of the LM curve must be flat. Then, it is assumed that the market is working in a liquidity trap case so the equilibrium A lies on the horizontal line of the LM curve with the very low interest rate r and level of income Y (Paul Krugman, 1998). The monetary policy is implemented so that the vertical part of the LM curve shifts from LM1 to LM2. However, the IS are working in the horizontal part of LM, which shows that people feel either pessimistic or unconfident to spend at very low interest rate. Then, there is no movement along the IS curve following the change in the LM curve as well as in the money supply. The interest rate and national income are finally unchanged at r and Y. There are some empirical experiences of how the monetary policy was implemented in a period of a liquidity trap. In the case of the UK economy, the interest rate was cut to 0.5% in March 2009, as mentioned above. Helped by quantitative easing, there was a weak recovery in 2010. According to Michael Joyce (2011), the first round of quantitative easing by  £200bn from the central bank had helped to raise the annual economic growth between 1.5% and 2%. Conversely, the rate of UK economic growth was generally falling in 2011 and 2012, which is a good example of a liquidity trap period. In particular, it revealed that there was slow growth in 2012, and business and consumer confidence declined rapidly since firms and consumers were highly indebted and they decided to cut spending to pay down debt. Moreover, as they are expected an increase in interest rate, the price of government bonds fell, and hence, investors were willing to keep cash savings rather than bonds. Therefore, even thoug h the bank of England had injected  £275bn into the economy until 2012, there was still a majority of Monetary Policy Commitment (MPC) voting for  £50bn more quantitative easing in order to boost the demand (BBC, 2012). Although Keynesians supported fiscal policy as government spending is essential for a liquidity trap, the monetary policy was stated as an important role to save the economy from a credit-led depression (BBC, 2013). In conclusion, based on the IS-LM framework, the expansionary monetary policy, particularly in quantitative easing, has been described regarding its effect on increasing the level of income. On the other hand, the effectiveness of the policy depends on the slope of the IS and LM curves, as well as how much the money supply increases. For example, the flatter the IS curve, the steeper the LM, and when quantitative easing is bigger, the growth of the national income will be larger (Sloman and Wride, 2012). Additionally, there are two circumstances in which the monetary policy is failing to affect the level of income. Keynesians argued that since the animal spirit and liquidity trap were derived in the UK economy after the Great depression in 2008, the monetary policy of quantitative easing is ineffective. Once there, Paul Krugman (1998) had viewed the argument against the quantitative easing based on Japans experience in the 1990s: no matter how much the monetary base increase, as long as expectations are not affected it will simply be swap of one zero- interest asset for another, with no real effects. This argument implied that the central bank is unable to affect the broad monetary aggregate while the expectations still did not change.

War, Peace, the Homefront, and Uncle Sam :: Personal Narrative Writing

War, Peace, the Homefront, and Uncle Sam I. In our house when I was growing up, there were three WWI posters that my great aunt had saved in her attic. My father rescued and framed them, hanging the posters in the hallway at the top of the stairs. I walked past them on the way to my room which was at the end of this hallway. There was no way I could avoid Uncle Sam trying to recruit me every time I went up the stairs. He never budged, determined to enlist me before I could even read. I had the sense that he was measuring every ounce of my patriotism: I Want YOU for US Army, he called out, pointing and glaring straight at me as I made my way up the stairs. I always continued forward, nearing closer to that long, protruding finger as though responding to his beckoning, feigning my conscription, only to turn the corner to my room. There is some speculation as to whether Uncle Sam was a real person. (Many historians point their fingers to Samuel Wilson, a meat packer from Troy, New York, who during the War of 1812 provided large supplies of meat to the US Army. Soldiers noticed that the crates of meat were marked with the letters "U.S." and it was then said that the meat was from "Uncle Sam" Wilson.) I knew he was real because Uncle Sam appeared before me in many forms. At night, if the hall lights were not on, Uncle Sam’s white stars would stand out, glowing softly. When I was sick the red YOU became demonic, hurting me if I looked at it for too long. In the late afternoon when the sun had drifted into the hallway and hit the walls in a slant, half of the poster would be cast in shadow, sometimes leaving Uncle Sam’s face concealed in darkness, yet his hand would be exposed, dangling in the sun. In the morning if it wasn’t overcast, if the light filtering inside the house was bright enough, I could see my reflection in the glass as I came up the stairs, my face on top of his. II. Uncle Sam has disappeared. He no longer urges civilians to enlist in the military. Today, Uncle Sam has been replaced with slick, sensational ads, often enhanced with computer graphics. At the end of these commercials, the slogan "Be all that you can be" is sung, the last "be" drawn out so it lingers in your head after the commercial break is over.

Camera Tricks :: essays research papers

Camera Tricks   Ã‚  Ã‚  Ã‚  Ã‚  The box office movie Spiderman 2 is playing in theater now. The story is about a nerdy American teenager who later becomes an ultimate superhero, bestowed with incredible powers and lots of cool features. It seems childish right; we as adults have watched these types of movies since we were kids. Don’t people ever get bored with it? Probably not - that movie still reached the highest income compared to other movies that are also playing currently on cinemas. And what do you think the cause of that? It is because of people now have becoming so attached to the Media, movies and television especially, to identify themselves with. Neal Gabler once wrote, â€Å"Whatever else American films do, the most popular ones are almost always about wish fulfillment, and the great stars are the ones with whom viewers can identify and through whom they can transcend themselves. They empower the audience.† It is a fact then that the Media tries to portray and characterize the perfect characters in the society through movie screens. â€Å"The movies hit them where they live – in their own state of desperation and doubt. Movies don’t just provide them with escape, as the conventional wisdom would have it. They give teenagers the exhilaration of hope through the illusion of power.† People are being deluded by these so called perfect characters that they have adapted from action figures, super heroes, celebrities and all other glamorous individualities. But are they really so great and perfect after all? Those characters are not even real; they are just illusions that the Media have created. There is a big difference between characters on screens and on reality where people should be aware; whether you like it or not, it will affect you inevitably.   Ã‚  Ã‚  Ã‚  Ã‚  The Media has so many tricks in the matter of creating perfect role models. It illustrates the fancy lifestyle of rock and movie stars; the life of young, rich and famous persons on television as great examples of a perfect life. Most TV shows would picture famous artists and models managed themselves with lots of money, plenty of girl or boy friends, luxurious cars, castled housed and all others magnificent things. Media tries to teach people how money and famous can buy you the high status and power, thus, give everything you want. It seems like a dream come true, right? On the contrary, they seldom show programs picturing the negative side of those glamorous lifestyles.

World War Two Essay -- WWII World War 2 Essays

World War Two On June 18, 1812, President Madison of the United States and Congress declared war on Great Britain. On June 25, the French emperor, Napoleon Bonaparte led his army in Europe across the Nieman River into Russia.(1) Although these two events were thousands of kilometers apart they were directly connected to each other. To some extent, the Americans declared war in protest against measures that were part of Britain's effort to defeat Napoleon with the use of blockades. There are many interesting aspects to the War of 1812, including the fact of why it even happened. Britain and the United States had more reasons to remain friends than to start a war. The intent of this essay is to examine American and British objectives during this war, and despite the Treaty of Ghent, conclude Canadians won the War of 1812. Britain, in their eagerness to starve out France, set up a series of blockades along the European coast.(2) These blockades sought to exclude neutral ships from trading with France and her Allies. The very powerful British Royal Navy would search American vessels, most times within sight of land. British deserters provided England with the excuse it needed to search American ships at sea. Desertions were commonplace in the Royal Navy, harsh treatment and punishments were a way of life to British seamen. In comparison, crews on American merchant vessels enjoyed much better treatment, lots of food, good pay and above all, limited punishment. Royal Navy boarding parties arbitrarily selected deserters who, for their crimes were whipped, strung up by the yardarm or keelhauled.(3) As a bonus, the British impressed, kidnapped would be a better word, the most fit and healthy among the American crews into the Royal Navy, and in most cases seized the cargo. Facing well armed British warships, American merchant ships were powerless to resist and were sometimes captured outright. This treatment of American people and vessels at sea would not go unnoticed by the newly formed colonies of the United States. In his speech to congress June 1,1812 President Madison anger at the British Royal Navy and their tactics on the open seas, was very apparent "Thousands of American citizens under the safeguard of public law and the national flag   Ã‚  Ã‚  Ã‚  Ã‚  have been torn from their country and everything dear to them... Against this crying enormity, which Great Brit... ...ton, Flames Across The Border, p.224-5 43.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.225 44.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.226 45.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.227 46.  Ã‚  Ã‚  Ã‚  Ã‚  Stanley, 1812 Land Operations, p.260 47.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.261 48.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.268 49.  Ã‚  Ã‚  Ã‚  Ã‚  Berton, Flames Across The Border, p.40 50.  Ã‚  Ã‚  Ã‚  Ã‚  Ronald Way, "The Day of Chrysler's Farm,"   Ã‚  Ã‚  Ã‚  Ã‚   Canadian Geographic Journal (June,1961) p.216 51.  Ã‚  Ã‚  Ã‚  Ã‚  Berton, Flames Across The Border, p.283 52.  Ã‚  Ã‚  Ã‚  Ã‚  Stanley, 1812 Land Operations, p.340 53.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.377 54.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.338 55.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.381 56.  Ã‚  Ã‚  Ã‚  Ã‚  Ibid., p.393 57.  Ã‚  Ã‚  Ã‚  Ã‚  Glen Frankfurter, Baneful Domination (Ontario, 1971) p.113-4 58.  Ã‚  Ã‚  Ã‚  Ã‚  Morton, Military History. p.70 59.  Ã‚  Ã‚  Ã‚  Ã‚  Berton, Flames Across The Border. p.405 60.  Ã‚  Ã‚  Ã‚  Ã‚  Richard Gwyn, The 49th Paradox Canada in North America (Toronto, 1985) p.22 61.  Ã‚  Ã‚  Ã‚  Ã‚  Frankfurter, Baneful Domination. p.113-4 62.  Ã‚  Ã‚  Ã‚  Ã‚  Berton, Flames Across The Border. p.22-3 63  Ã‚  Ã‚  Ã‚  Ã‚  C.P. Stacey, "The War of 1812 In Canadian History."   Ã‚  Ã‚  Ã‚  Ã‚   Ontario History (Summer 1958) p.154-5 64.  Ã‚  Ã‚  Ã‚  Ã‚  Arthur Campbell Turner, The Unique Partnership Britain and The United States   Ã‚  Ã‚  Ã‚  Ã‚  (New York, 1971) p.33 65.  Ã‚  Ã‚  Ã‚  Ã‚  Robert Craig Brown and S.F. Wise, Canada Views The United States   Ã‚  Ã‚  Ã‚  Ã‚  (Washington, 1967) p.42

After failing

Europe was needed as an ally because if Lincoln had dated that he wanted the abolishment of all slavery in all territories then Europe would have joined the war which have resulted in a much more complicated situation, meaning the North would have lost. The Union war effort wanted not only to include reunification but also to abolish slavery. To achieve this so called emancipation the Union was forced to invade the South and take over their lands. Unable to use limited war tactics for victories, the North needed to take more drastic measures to ensure victory.After failing to cake the lead in the war, the decision to use total war was enforced by taking on the goal of eliminating slavery. Knowing the slaves were crucial to their way of life, the North used this ‘fault' as motive for the spirit of the war. The war effort was being promoted throughout the North as it became more than just a war to preserve the nation. The attack on the Southern way of life allowed the North to ru in the economic framework oftener opponents. 2.Careful Union diplomacy managed the Civil War crisis with Britain and need British flirtations with the Confederacy by providing cautious tactics on dealing with the, at the time, easily provoked 3. The primary military strategies of each side were that the Confederacy could fight defensively behind the interior lines, the South had an advantage in morale, they had the most talented officers including General Robert E. Lee himself, and that Southerners seemed always prepared to fight. The North's great strength in the Economy made up for the South's great lack in that area.The North had about three-fourths of the nation's wealth and three-fourths of the railroads. They had control over the sea which was a huge advantage because they were able to cut off Southern supplies and crush the Southern morale. Their sea power also enabled them to exchange big grain quantities for munitions and supplies from Europe. The North also had the vast ma jority Of the men with a population Of 22 million to 9 million in the seceding States. Each side attempted to carry them out by using each one of their advantages o the best of their abilities throughout the Civil War.

E-Marketing Strategy

E-marketing is an effective tool to establish and strength the corporate brand image. The brand relation can be strengthened by online presence (through website and services) with an aim to retain the customers and eliminate the price factor. More and more people are using net which is creating great potential for online business. A brand expressed the hopes and expectations of customers. The online presence of an established brand also requires such criterions where customers expect some thing different than every day website. For an well known brand, it is not just dumping information online, but establishing communication, telling the visitors clearly; what is company about and what it stand for? Pepsi is successful in conveying that image. Its website www. pepsi. com is filled with many innovative features to capture the attention of visitors. The E-marketing strategy is based on the similar principals as traditional marketing 4P’s (Product, Price, Promotion and Position); however online marketing needs some additional P’s (People, Process, and Proof). E-marketing is the extended form of traditional marketing requiring the synthesis of the following factors; Personalization, Privacy and Security, Customer Service, Site, Sales Promotion. These functions allow managers to further their businesses online. (a) Personalization The basic concept behind the personalization is to understand a certain customer and establish relation. Thus the vital issue is to gather information about customer and then develop personalized products and services. For example Amazon asks the customers to make an account; where customer provides information about themselves. Based on this customer information, every time a customer logs in, products related to customer interests automatically pops up. This strategy works two ways; it allows the marketers to target individuals on personal level; and on the other hand it allows individual customers to go no further, but find product right in front of their eyes. (b) Privacy and Security Privacy is related to personalization. When businesses gathers information and store this customer information; the crucial issue is to make it safe. A major task of e-marketing strategy is to develop policy or guide lines for gathering information and keep this information private and confidential. Another crucial issue is security. Any transaction performed on the websites becomes the responsibly of the business and to ensure that no outsider is able to access the information. Thus a wise marketer will convey clear and convincing the customers that their provided data is safe hands. (c) Customer Service Like any traditional business, customer service is an essential part of e-business. Good customer service is a key to gain loyalty form the customers. Compared to traditional service online shoppers can come from anywhere in the world with different time zones; providing 24/7 customer service in crucial. One example is precisionreservation. com which provides online (hotel) booking to travelers. The booking is done automatically, while the copy of booking is sent via email. In case of any question, live support is available 24/7 through online customer service. Such excellent strategy allows the customers service to reach customers in real-time. d) Site E-marketing interaction takes place online on digital location which is called site. This location /site have to be available 24/7 and should have the infrastructure to support the number of visitors it receives each day. For any online business, the name should be very clear and should not be confused with any other name. The site should not have any resemblance to any other brand or any other business which makes t he customers confused. Any such resemblance is considered unethical practice and has severe consequences. Another issue is scalability; Amazon receives million of visitors with hundreds of orders each day. Amazon is able to meet the growing number of customers orders as its website has the vital infrastructure for its growing number of customers. (e) Promotions In any effective marketing campaigns, sales promotions are crucial. While developing an e-marketing strategy it is essential to develop online sales promotions targeted at shoppers. The target of any promotion is not long term sales, but achieving immediate goals (in term of volumes). Other than traditional methods; such as discount marketing manger needs to understand the latest technology well enough to exploit it. For example; doing promotions through RSS, which instead of news letter provides almost live data on day- to- day basis. It is very easy for online shoppers to compare the price before they make purchase; which makes it inevitable to check the competitors prices and promotions before starting any campaign. Conclusion For companies who already have established brands need to reach to the online consumers through consistent advertising to enhance their corporate image. One easy way is use the search engines; such as Yahoo and Google who offer relevant add with the queries surfers are seeking. This strategy helps in reaching old and new customers more effectively rather than waiting for customers. E-marketing needs new dimension to be considered compared with traditional marketing, even though e-marketing is evolved from traditional marketing. However such concepts revolve around the principal where customer and business can reach each other in a meaningful way.