Criminal Justice Organizational Effectiveness Essay

Having the ability to effectively deliver the organizations intended services while achieving the desirable results is indicative of organization effectiveness. The United States Criminal Justice system is amongst the most respected governmental entities on the planet; and with a formidably structured and well developed hierarchy, history has uncovered its adaptability through operational effectiveness. Although many process, protocols, and scientifically reforms have been adopted, criminal justice practitioners and senior level leaders provide are continuously developing and revitalizing policies to foster cultural competence while ensuring public safety standards through law enforcement. Delivering services of protection is a daunting†¦show more content†¦For one to understand the impact on organizational effectiveness, one most consider the entire criminal justice structuring in which it delivers it’s â€Å"services of protection† which consist of management operations within the main branches of criminal justice. Ensuring public â€Å"protection† and the reduction of deviant criminal behaviors would substantiate organizational effectiveness; however, achieving these results is due to the pivotal role of management within the executive, legislative, and judicial branches of the US criminal justice system. One primary example of this would be the implementation of perhaps the most controversial act to date, the Patriot Act. Designed by executive powers, recognized and implemented by legislative authority, and judicially imposed outcomes that correlated with designed intentions of the patriot concept would indicate an effective organizati on of the criminal justice system utilizing a specific federal code. Measuring the progress in terms of outcomes would uncover effective organization within the criminal justice system (Harry W. More, 2012, p. 418). Is the strategically planed and implemented course of action resulting in the forecasted objectives and deliverables is another way of measuringShow MoreRelatedOrganizational Effectivness1211 Words   |  5 PagesOrganizational Effectiveness Rita Goforth March 10, 2014 CJA/474 Professor Mathew Workman Introduction Organizational effectiveness can mean many things for different organizations, from making sales to managing employees and even time and data management. 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The Special Relationship Between The Uk And The United States

‘It was only because of the â€Å"special relationship† with the USA that Britain could exert an influence on international affairs in the years 1951 to 2007. Assess the validity of this view. The â€Å"Special Relationship† between the UK and the US relates to the unusually close relationship between these two world powers that has developed over the 20th and 21st centuries. They have an incredibly tight co-operation on such a wide variety of things, ranging from trade and economics to military power, nuclear weapons and intelligence; one that is almost unprecedented in history for two separate nations. After the Second World War, when the relationship was crystallised by the term it became one as much of personal friendships as of political power; and given the closeness developed between the two nations as a result of wartime, it became a keystone of post-war politics in both countries, having significant impact in both of their subsequent histories, and also those of other nations. 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Cohesion and Discipline of the Party in Government Free Essays

string(157) " is because the party policy positions that are part of the brand with which each member is associated are influenced by the positions of all party members\." Parties matter in part because they influence the actions of elected officials. But scholars also note that lawmakers from the same party may not vote together. Party cohesion has varied over time – sometimes party members stick together on many key votes, at other times they are no more likely to vote with fellow party members than with the opposition. We will write a custom essay sample on Cohesion and Discipline of the Party in Government or any similar topic only for you Order Now Parties have various means at their disposal to encourage members to cooperate in achieving a party program. Sometimes these tools are sufficiently compelling that individual members may back the party program at the expense of their constituents’ interest. However the case is quite different in European Parliamentary systems of government where party cohesion is essential for the implementing of government policies that the party in power wishes to impose. Although party cohesion in American government has risen because of intraparty heterogeneity and the realignment of the South (Hetherington and Larson), the party discipline and unity is not nearly as cohesive as those found in Parliamentary systems. This is in large part due to the fact that the tools of the party leaders in each system are different. In Parliamentary systems, because the risk of not voting in terms of party could lead to the collapse of the present regime and government system, party leaders tend to have more effective tools at their disposal to use in encouraging party cohesion/discipline. Party discipline or cohesion  is the ability of a  political party  to get its members to support the policies of their party leadership. Party discipline is essential for all systems of  government  that allow parties to hold  political power  because it determines the degree to which the governmental organization will be affected by the political processes. Party cohesion is closely related to party discipline (Aldrich). Distinctly, however, it is essentially â€Å"coordinated† behavior reflecting the interacting incentives of individual legislators, whereas party discipline is the outcome of a strategic game played within political parties, in which legislators who are party members respond to rewards and punishments determined by some internal party decision-making regime. In political systems other than American presidential democratic system, straying from the party lines can result in the fine and/or expulsion of members such as in the  People’s Republic of China (Aldrich). Party discipline tends to be extremely strong in  Parliamentary systems such as in  European countries in which a vote by the legislature against their party is understood to cause the governmental â€Å"collapse† of the present regime (Huber). In these situations, it is extremely rare for a member to vote against the wishes of their party. Party leaders in such governments often have the authority to expel members of the party who violate the party line. Weak party discipline is usually more frequent in congressional systems  such as the  United States Congress where power within in the party is more democratic than the authoritarian system seen in parliamentary governments, with leaders dictating order to the members to follow suit. In these American legislatures, it is routine for members to cross party lines on a given vote, typically following the interests of their region (constituents) or following other members of a borderline group within their party. In America the risk is not that high, with party disagreement just results in the upsetting of the party elites without true damaging costs except for the withdrawal of their support. Party cohesion and party discipline are very distinctive under parliamentary government, where a lack of cohesion and/or indiscipline among parliamentarians belonging to government parties may jeopardize the very existence of the government. Certainly from the perspective of making and breaking governments, levels of party discipline are very high in European parliamentary democracies. There are very few examples indeed of parties that have been â€Å"half-in, half-out† of government, in the sense that legislators from the same government party have voted in different ways on key legislative motions of confidence and/or investiture. In this sense parties do go into and come out of government in a unified manner. In the American democracy, this just isn’t the case. Politicians have more allegiance to their regions and constituents than to their party. Because of the way the nomination system works. Party nominations no longer rest in the hands of party elites but in those of the public. Thus it’s better for one’s political career to appeal to the public and not to party. According to other scholars enhance this opinion by adding â€Å"the main influence of party discipline is not on the votes on specific roll calls but on the choice ideologically of the party† (McCarty, Poole and Rosenthal). This suggests that members will vote in line with their ideals rather than their leadership. To come to this conclusion they observed changing patterns of roll call voting among party-switchers and inferred that legislators appear o coordinate on roll calls because they change policy preferences to reflect those of their parties. Thus the question becomes, why do members of political parties even bother to behave in cohesive manners? Political scientists and elites have attributed this behavior to a trinity of solutions. Electoral incentives for legislators that arise from the value of a party label, strategic incentives within the legislature that reward le gislators who behave in a coordinated fashion, and the ability of party leaders to implement a system of rewards and punishments are all attributed reasons (Hix and Simon). Political scientists argue that electoral incentives might generate emergent party cohesion. By creating a type or brand that politicos can blanket themselves under in order for voters to infer information about candidates in elections. Recognized legislators join political parties to signal policy positions to voters, doing this so long as it increases their chances of election or re-election. Voters make inferences about candidates’ policy preferences only by observing their party membership. Identifying candidates with their party and ignoring what candidates might actually say about their own policy preferences. Candidates in these models do have underlying policy preferences and thus prefer to join parties comprising like-minded colleagues (Krehbiel). This is because the party policy positions that are part of the brand with which each member is associated are influenced by the positions of all party members. You read "Cohesion and Discipline of the Party in Government" in category "Essay examples" In this system it benefits a candidate to vote along party lines in order to be associated with a specific regime policies, outcomes, and therefore successes. Party membership involves costs that arise from this incentive. There are costs arising from associating with a party label indicating a unique policy position that differs from the ideal point of the member – and of being associated with a party that will actually implement this position if it is in a position to do so(Snyder and Ting). Since the primary focus of this type of work is on the electoral phase of the political game, and despite occasional references to â€Å"party discipline†, this approach involves no explicit model of intraparty politics– except for the assumption that the party policy platform is chosen by either a dictatorial leader or simple majority voting by party members (Snyder and Ting). In addition, this incentive assumes that politicians are allowed to join, and to remain within, any party they choose. The only â€Å"filter† on party entry in such odels is party policy itself which, combined with the deadweight costs of party membership, discourages legislators with very divergent policy positions from joining the party (Snyder and Ting 2002: 95) This means that the underlying process being modeled is a type of sorting or the partitioning of voters between parties, but the logical engine of this model could also be applied to explain the sorting of politicians between pa rties on the assumptions that party positions are some function of the positions of party members and that politicians want to affiliate to the party with the closest position. While this large body of work gives us useful intuitions about electoral incentives for legislators to affiliate to parties, the main lesson is that electoral incentives may well make a party label a valuable commodity. Thus, if a party’s decision-making regime can intensely threaten to withdraw the party label from party legislators if they fail to abide by party decisions about legislative behavior, then this will make those decisions easier to enforce. On this perspective, party discipline is about legislators responding to explicit or implicit threats by party leaders to impose electoral costs by withdrawing the party label, by casting votes in otherwise costly compliance with party policy. The resources party leaders in both parliamentary and US federal government and parliamentary government context can deploy to structure the incentives of legislatures in a way that ensures party discipline include control over electorally valuable party labels (party identity) and control over sought-after perquisites in the legislature. However, this incentive structure has an important new dimension under parliamentary government, arising from the fact that the legislature typically functions as a recruitment pool for the executive, and political ambition of its members are at the forefront. In Parliamentary governmental system, party leaders have the tools at their disposal to make or break candidates if they dissent, because the stakes are so high. If government parties cannot maintain firm party discipline, then they cannot retain a secure hold upon office. When legislative parties do move into government, control over the allocation of important government jobs, whether these are cabinet or junior ministries or other key patronage appointments, typically rests in the hands of a very small number of senior party politicians, who can and do use these offices to reward loyal party members and who can and do punish mavericks by denying them the rewards of office. However, in American politics party leaders do not have the authority to simply dismiss a candidate. They may only throw their endorsement or support candidates with funds and become â€Å"king makers†. It is unrealistic to think that Nancy Pelosi can tell a conservative democrat to go away. She can allow withhold resources (money and her name recognition support). But this won’t be enough if the candidates’ constituents carry him through to victory. Legislative incentives also coexist which derives from improved expectations in relation to a range of legislative payoffs that accrue to legislators who belong to larger rather than smaller cartels or coalitions of legislators. A large part of the relevant literature has been concerned with the role of party in the US Congress, and how the main concern of those elected is to pass legislature and having a single legislative party commands a majority position. The main legislative resource is the ability to capture a majority coalition of legislators. This is achieved by controlling the allocation between legislators of agenda setting legislative offices, such as committee chairs. On this argument, the power to make such allocations is delegated by party members to the party hierarchy, which can use this power to enhance party discipline, which in turn feeds back to enhance the value of the party label in the electoral game. This is important because the legislature is the main political arena in which legislators seek to fulfill their objectives, policy and otherwise. US parties impose discipline on their members by manipulating scarce agenda-control resources is in contrast an alternative influential argument, ( Krehbiel (1993, 1998). This holds that what looks like legislative party discipline is an essentially emergent phenomenon. US legislators choose which party to affiliate to on the basis of their intrinsic policy preferences – in effect joining a party of like-minded individuals and then quite voluntarily behaving in the same way as these on the floor of the House without the need for any â€Å"externally† imposed party effect. Legislators are voting the same way because they like the same policies, or because they are responding to the same non-policy incentive structure put in place by the party hierarchy. There are two roll calls put in place to ensure this outcome (Snyder and Groseclose). On one hand there are â€Å"lop sided† roll calls. In which first, legislators will treat these as a forgone conclusion and, second, that party leaders will see them as offering no rationale for the (by assumption costly) deployment of party discipline. On the other hand there are â€Å"close† roll calls, for which coordinated legislator behavior makes the difference between winning and losing. There is strong evidence suggesting that the â€Å"party effect† is much higher for close than for lop-sided roll calls. They infer from this that US parties can and do influence the behavior of their legislative members when this makes a real difference, and do not attempt to do so when it does not. Cohesion seems to be closest when the party leadership has publicly identified as a priority, and find much more of a party effect on these than on issues that are not party priorities. Party cohesion in parliamentary government is important to the proper function of government because it essentially in lamest terms â€Å"makes or breaks government†. Under the constitutional regime of parliamentary government, that is pervasive in Europe, almost certainly the most important role for the legislature arises from the fact that the executive gains and retains office as long as it maintains the confidence of the legislature. This requirement is constitutionally manifested in the parliamentary vote of confidence/no confidence in the government (Huber 1996; Lijphart 1992, 1999). The executive under parliamentary government, furthermore, the â€Å"cabinet† of ministers bound together under the constitutionally embedded rule of collective cabinet responsibility. The stability and effectiveness of the government thus depends upon the ability of government parties to maintain disciplined behavior by party legislators. Effective party discipline means that a government is not defeated – either on votes of confidence/no confidence or on key pieces of legislation – because some legislators who belong to government parties vote against the government. Thus, while the vote of no confidence is the constitutional foundation of parliamentary government, the behavioral foundation can be seen as party discipline. If the government parties maintain firm discipline on the part of their legislators, and if they control sufficient legislative support to take office in the first place, then they can maintain themselves in office, with firm control over the entire political process and facing few legislative impediments to the implementation of their policy and other objectives. Conversely, if government parties cannot maintain firm party discipline, then they cannot retain a secure hold upon office. The key point in all of his concerns the huge incentive in a parliamentary government system for senior party politicians – who themselves will often be members of the government – to maintain firm discipline over the members of their party. What is so striking about incentives for party cohesion and discipline under parliamentary government, as opposed to presidential government, is that these incentives cast the role of party leaders in a completely new light. â€Å"Party leaders† tend to play explicit and implicit roles. Party leaders tend to be seen as managers who essentially offer coordination and enforcement services to party members. As agents of their party, such party leaders have incentives to shirk. Imposing party discipline, by whatever means, is thus the fulfillment of obligation The reason such models of party discipline can look bizarre and unrealistic in the context of parliamentary government is that an â€Å"agency/expensive-discipline† model of party leadership (Cox McCubbins) seems implausible in a constitutional environment where party leaders are senior politicians who are the key players in a series of interlocking at the essence of the political process. Not only do party leaders make the really key decisions – about making and breaking governments, elections, but they also enjoy the benefits of office when this is achieved – whether these are perquisites such as the hefty check, the government jet, or the ministerial Mercedes, or opportunities to shift policy outputs in preferred directions as a result of controlling vetoes and agendas. In a nutshell, maintaining tight party discipline is highly incentive compatible for party leaders under parliamentary democracy. Indeed it is difficult to think of reasons why party leaders in a parliamentary government system would not want to maintain tight party discipline. Except in the matter of a voting on a highly divisive, sensitive, and cross-cutting issue, such as gay marriage or stem cell research for which it is against party interests to be identified with a single unambiguous position – then a legislative â€Å"free vote† can be declared on the matter and legislators can be allowed to vote with their â€Å"consciences†. But the orderly ability to switch free votes on and off is an indicator of firm party control over the behavior of party legislators (Aldrich). Parties are institutions in their own right. They are endogenous institutions, but parliamentary governmental parties are more deeply embedded into the constitutional rules of the political game of parliamentary government than a mere behavioral coalition of legislators. They are â€Å"political clubs† with their own set of rules to abide by. They are guided by their own system of rewards and punishment. In parliamentary government, membership of the party is completely dependent on the party label and the incentive of legislatives to be associated with the party brand or label. Cohesion and coordinated voting produce this benefit. In which individual members have an incentive to take part in coordinated behavior if they can get away with doing so. As mentioned before, if members choose not to act in this fashion, they can be exiled from the party and thereby denied access to the party label. Acting in accordance to party can result in the placement of one’s name on the party ballot. Parties have the right to endorse particular candidates as official party candidates. Under the list-Proportional Representation electoral systems that are very common in parliamentary democracies, parties absolutely control access to and candidate placement on the party list. Therefore, parties in parliamentary democracies directly control access to the party label on the ballot. If denied this, a putative candidate must be admitted to and endorsed by another party, or must form a new party, or must run as an independent. In addition, access to legislative perquisites, whether these are physical office accommodation, speaking time on the floor of the house (perhaps to impress constituents at the next election), or paid positions with access to considerable resources, such as committee chairs. There are thus plenty of opportunities for party hierarchs to reward and punish individual legislative party members as they go about their daily lives. No doubt in the U. S. A. the movement towards the establishment of a disciplined and responsible party system is largely confined to the academic world. In the presidential system in US government rewards and punishment do indeed exist but not on the same level as in the parliamentary government (Cox and McCubbins). Party elites cannot simply cast away political hopefuls directly due to the constitution and the format of the political system. Power is not solely in the hands of elites, but the major American parties, national and state, are not based on mass memberships. â€Å"Only here and there in the United States are attempts made to fix a large-scale party membership on a regular dues-paying basis and thus to correspond to the European parliamentary scale (Jackson Moselle). † Party cohesion is absent even among the party workers and all the discipline that exists among party organizers before elections ceases to exist after elections. The problem stems from American attitudes about party. Most Americans identify themselves with a particular party but do not feel that they are obliged thereby to work actively for that party’s nominees (Laver). Anyone can legally qualify himself as a party member just by going through some registration procedure. Unlike the parliamentary system where you must pledge party allegiance before even having one’s name considered on the ballot. No state demands work on behalf of a party’s candidates or contributions to its campaign funds as prerequisites for becoming a legal party member (Giannetti and Laver). Structure of the American party has impact on party cohesion. The party structure in America consists of â€Å"a hierarchy of permanent party committees from precinct to national committee†. The National Committee which stands at the apex is made up of one man and one woman from each of the states picked by some kind of machinery within its State organization. The seemingly hierarchical structure does not produce party cohesion for power is decentralized and each unit is independent and needs not approval form the others. For example, the Chairman of the County Committee does not depend for his post on the State Committee and the latter hardly depends for its tenure or powers on the National Committee. To add to decentralization of power is the absence of uniformity in structure. The most striking feature in the party organization in the U. S. A. is that it is regulated by State laws while in all other democracies party structure is determined by the party itself. Diversity in State laws regarding party organizations naturally does not give scope for political discipline for the parties in America. In addition, primaries took the power of selection away from a band of leaders and activists and placed in by law in the hands of the voters. Unlike in Parliamentary systems where the local party organization selects the candidates, the national party organization is finally obeyed. V. O. Key express the view that â€Å"by the adoption of the direct primary the organization was stripped of its most important function, that of nomination†. Every political party has two divisions, the organizational and legislative, and party discipline is as essential in the latter as in the former. If party cohesion is judged on the basis of the roll-call vote and the frequency with which members of a party differ among themselves, the index of cohesion in U. S. A. may be said to be very low. â€Å"The relatively low cohesion among Republican and among Democratic Congressmen† is mainly due to the non- parliamentary system of Government. The Congressman in U. S. A. need have no fear that division in the ranks of the party will lead to the dissolution of the legislature unlike in the Parliamentary system. So the significant feature with the roll-call vote in the American Congress is the absence of party cohesion. Each of the two parties is divided into several factions and the factions in the two parties join or oppose one another irrespective of party labels, depending on the issue put for voting (Krehbiel). The decentralized structure of the parties makes a member depend for his success in elections more on his constituency than on his party. However, party cohesion in American government is not nonexistent, even though it is not as strong as those under the parliamentary democracies system. Each party selects a floor leader, whips and a Caucus Chairman creating a somewhat centralized structure that in practice increase party cohesion. Commonly, the party groups cohere more tightly on some party dividing issues than on others. For example 4,658 members of the House in 11 selected modern sessions only 181 or less than 41 per cent voted with the opposing party more often than with their own. The proportion was slightly higher in the Senate. Out of 847 senators in 9 sessions, 63 percent secured their parties on a majority of the votes. (Jackson and Moselle)† For there is a tendency for most Republicans to be in voting opposition to most Democrats on controversial issues, showing strong party discipline. Indeed, American party cohesion is on the up rise. Realignment of the South played a role as the South has consistently voted conservatively since the Nixon years (Hetherington and Larson). Another key piece is the ideological differences among the two major parties (Democrats and Republicans) are greater today than they have been in years pass. Scholars have noted that the more ideologically extreme, the higher the cohesion. As parties have more interparty heterogeneity, each party has developed more intraparty homogeneity, which has given rise to roll-call voting (Hetherington and Larson). Strong party leaders also play a role in this phenomenon. Members in each party endow their respective party leaders with powers to advance the policy agenda. Ideological unity in the 1970s with House Democrats, cause them to place the Rules Committee under the control of party leaders. Thus giving the house Democratic Caucus more power to oust wayward committee chairs who stood in the progress of the party’s initiatives. Demonstrating, American parties have been adjusting to their weak party model, and adapting in a way to influence party cohesive as exhibited so strongly in the American government. It is the clear consensus that Parliamentary government is indeed stronger in party discipline and cohesiveness than its American presidential system counterparts. The main reason for this phenomenon rests in the power of the political elites in each party system and the tools the system provides for their disposal-party label, patronage, etc.. In American politics, elites can only indirectly influence party-line voting as granted to the present political system. However, in parliamentary government, elites directly have the authority to dismiss or elevate the position of their members, thus encouraging party cohesion. Bibliography Aldrich, John H. 1995. Why Parties? The Origin and Transformation of Political Parties in America. Chicago: University of Chicago Press. Cox,Gary, and Mathew McCubbins 1993. Legislative Leviathan. Berkeley: University of California Press. Cox, Gary, and Mathew McCubbins. 2005. Setting the Agenda: Responsible Party Government in the US House of Representatives. Cambridge: Cambridge University Press, forthcoming. Gallagher, Michael, Michael Laver and Peter Mair. 2005. Representative Government in Modern Giannetti, Daniela and Michael Laver. 2005. Policy positions and jobs in the government. European Journal of Political Research. 44: 1-30. Hetherington and Larson. Parties, Politics, and Public Policy in America. 11th edition. 2009 Hix, Simon. 2001. Legislative behaviour and party competition in the European Parliament: an application of Nominate to the EU. Journal of Common Market Studies 39:4 (November 2001), 663-688 Huber, John. 1996. Rationalizing parliament: legislative institutions and party politics in France. Cambridge: Cambridge University Press. Jackson, Matthew O. and Boaz Moselle. 2002. Coalition and Party Formation in a Legislative Voting Game Journal of Economic Theory, Vol. 103, No. 1, pp 49-87. Kollman, Ken, John Miller and Scott Page. 1992. Adaptive parties in spatial elections. American Krehbiel, Keith. 1993. â€Å"Where’s the Party? † British Journal of Political Science 23 (1): 235–6 Political Science Review. 86 (December) 929-937. Laver, Michael. 2005. Policy and the dynamics of political competition. American Political Science Review, forthcoming. Snyder, James M. , Jr. , and Tim Groseclose. 2001. â€Å"Estimating Party Influence on Roll Call Voting: Regression Coefficients versus Classification Success † American Political Science Review. Vol. 95, No. 3, 689-698 V. O. Key:  Politics, Parties and Pressure Groups. p. 12. How to cite Cohesion and Discipline of the Party in Government, Essay examples

Role Of Designs And Marketing Capabilities - Myassignmenthelp.Com

Question: Discuss about the Role Of Designs And Marketing Capabilities. Answer: Introduction: Competency is largely seen as a key to maintain a progressive trend of profitability and also acquiring a sustainable business process (Sohn, Kim Jang, 2014). Such competency is attained through various business strategies that also include having a competitive marketing strategy, which could generate much attention among the target customers and increase the chances to get sold among them (Liu, Li, Chen Balachander, 2017). As stated, a competitive marketing strategy might be an important aspect to popularize a newly launched product or service or to increase the sales of existing products or services. A competitive marketing strategy can be attained by designing it appropriately under the guidance of marketing experts who are well experienced in doing such thing (Huotari Hamari, 2017). This particular study presents a marketing plan for Donalds Company, which is specialized in making chocolates. The plan is required to support it to enhance its competitiveness with the products like drinking chocolate, cocoa product, marshmallow, candied nut and glazed fruit products, which will be new to this company. These products will enhance competitiveness as opined by the company; these are some rarest concepts to the chocolate lovers. Moreover, if these products are launched with an appropriate marketing plan, chances of success according to the company will increase. This looks feasible also as according to Bettiol et al. (2016), marketing strategy is now like a weapon that is being used to influence the perception of customers as governed by the three different views of Aristotelian Appeal Ethos, Pathos, and Logos. The main purpose of this assignment is to present a marketing plan that could suitably place the proposed product line of the Donalds Company with enhanced opportunities for business incrimination and reduced risks from various factors like consumer behavior and the legal policies of the Australian government. Brief summary of the company: Donald's Company is being owned by "Donald B" and is based in Melbourne. The company is specialized in making chocolates. The prepared chocolates are then sent to customers with the help of various supermarkets in Australia like Aldi, Coles and Woolworths. The company like any other company in the same industry has desire to attain competency to compete strongly against its rival companies. To serve the purpose, new products have been planned to introduce to the market like drinking chocolate, marshmallow, candied nut, cocoa product and glazed fruit products. The planning is being done after identifying a fact presented by the IBIS world industry report that consumer preferences to chocolate related products are rapidly changing (Golev et al., 2016). Moreover, a sustainable business can only be attained if the company is flexible enough with the changing preference of customers. Furthermore, every new product is required to be presented to the market in a more attractive way, so that , it could increase its appeal among the customers (Ryan, 2016). A brief summary of situational analysis: Macro-environmental forces: Australia is one of the major markets in the Asia-Pacific region. Additionally, it is politically stable as well (Chong, 2014). Donalds Company will have better prospects in expending to a wider market at the national level. Australia has stable economy and the value of Australian dollar is strong (Manalo, Perera Rees, 2015). Hence, imported goods will be cheaper that is a good opportunity for Donalds Company as production will be cost-effective (Manalo, Perera Rees, 2015). Additionally, unemployment rate is considerably low in this country, which means company will face no such challenge to find skilled staffs (Manalo, Perera Rees 2015). Additionally, as per the report of IBIS, the chocolate industry has been predicted to have growths in the next five years and the growth will be around 2.2% (Ibisworld.com.au, 2018). However, there has been a rise in the health awareness related talks, which is why the production of harmful chocolates is under scrutiny (De Vogli, Kouvonen Gimeno , 2014). Additionally, the price of cocoa has also increased, which means that the company will have to face some economic-related challenges (De Vogli, Kouvonen Gimeno, 2014). Chocolates are being loved by Australian with different age groups like children aged (5-15), the teenagers and the adults (Biglia et al., 2015). The social trends had looked much in favor of the industry; however, in recent times, there has been a drift in the perception. Due to the news on different media channels, customers now have much more idea of the harmfulness that chocolate can cause. Moreover, chocolate is one of the kinds of fast-foods, which are strongly believed as one of the reasons for obesity (Poelmans Rousseau, 2016). It means that Donalds Company will require being flexible to the changing perception of customers to have a better response to their demands. Donald's Company will have support from the technological perspectives as the two organizations like Defense Science Technology Organization (DSTO) and Commonwealth Scientific and Industrial Research Organization (CSIRO) in conjunction to the Australian government are engaged in Research and Development (RD) works (Hunt et al., 2014). The environmental requirement is now a growing concern. Donalds Company will be largely benefitted from taking appropriate steps to reduce the wastages in the manufacturing sites. Additionally, adhering to Environmental protection Act 1974 will also guide to ways, which are required to attain an environmentally friendly business (Brown, Moodie, Cobiac, Mantilla Carter, 2017). Changing legal policies can be threats to the business. If the materials that are being used to manufacture the different kinds of chocolates get expensive then this may impact the cost of production. Moreover, business profitability will also be challenged (Brown et al., 2017). Micro-environmental factors: The Donalds Company has intended to expand to a wider market at the national level. In this mission, skilled employees will be needed. The purpose can be served through an effective recruitment process that will help to get the required workforce (Matuleviciene Stravinskiene, 2015). Customers are perhaps the biggest factor in their different responses will decide whether the product or service is successful. An effective marketing strategy will be a key in this regard apart from the manufacturing strategy and relationship with the suppliers (Matuleviciene Stravinskiene, 2015). Competition is also much high in the chocolate industry in Melbourne. Koko Black and Mork Chocolate Brew house are the two biggest competitors to the Donalds Company. Both the companies are centric to quality products. It means that product differentiation will be a key approach to maintain the competitiveness and a progressive profitable venture (Matuleviciene Stravinskiene, 2015). Supply chain management will be a key factor to utilize the expected impact of marketing strategy (Brandenburg, Govindan, Sarkis Seuring, 2014). The Donalds Company needs to have an effective supply chain management to live up to the expectations, which will be generated after the implementation of the marketing strategy. Moreover, relationships with suppliers will be very important to fulfill the demands of customers (Brandenburg et al., 2014). Additionally, an effective logistic operation is also required to transport the products within the committed deadline (Brandenburg et al., 2014). Investors will also be required after implementing the marketing strategy. They will provide the necessary funds required to facilitate the business. Repayment will also be required to make within or on the committed time. Investors will also grow on trust, which will help the company in long-term business (Pucheta?Martnez Garca?Meca, 2014). Media and the local community will also be important. M edia such as the use of different communication modes for marketing will help to reach much closer to the media and the customers. In addition to this, the company will get the opportunity through corporate social responsibility (CSR) related works (Korschun, Bhattacharya Swain, 2014). Product diversification is a big strength of Donalds Company as the chances of success will be much higher with the new product line. The company also has skilled employees; however, they will need some fresh hires of marketing experts. Those experts will guide to and will manage the entire marketing strategies. The company also has an effective supply chain and the logistics operation (Benur Bramwell, 2015). The company has some potential weaknesses like it targets only the premium customers and also the cost of production is high. There is a need to target even the middle-class family and also to implement effective measures to reduce the cost of production (Lo, Cornforth Chiong, 2015). The political and the economic stability of Australia provide opportunities to its business. Moreover, Donalds will be able to get benefits on imported goods (Cole Nightingale, 2016). The changing perception of customers and the uncertain legal policies are the biggest threats in Australia (Taghi an, DSouza Polonsky, 2015). Consumer behavior: This is very vital and will be decisive after bringing the products to the target market. Consumer behavior in Australia is very unpredictable as it is reported by the IBIS world industry. They have the idea that fast-foods are one of the major reasons behind the rising cases of obesity (De Vogli, Kouvonen Gimeno, 2014). Chocolate is also fast-food that people consume in huge numbers. Some customers those who select the product they do a little research on the content of the product. Moreover, they make it sure that they have only healthy foods. Such customers will be a challenge to the Donalds Company as they will not buy the products. Flexibility will be the key to success with the new product line (Leonidou et al., 2017). Target market analysis: The target market can be defined as a particular segment of the market that has been targeted with the launch of a new product or service. According to Gilani, Kazemi, Asadi, Samadzadeh Atashpanjeh (2014), setting a target market requires a very thorough study on the different factors that include the demographic, the behavioral, the geographic and the psychographic factors. In case of Donalds Company, the concerned factors are the demographic and the behavioral factors. The proposed product line has been planned to launch at the national level. The only concern for the products is the consumer behavior, which in context to the company has been considered as the target age groups and the consumer behaviors. The target age group for the proposed product line are the children aged (5-15), the teenagers and the adults. These groups are targeted because they consume a lot of chocolates (Gilani et al., 2014). Nevertheless, it is essential to the marketing strategy that it sends the products to the appropriate customer. Additionally, an effective marketing strategy should also have an improved understanding of the target audience. The growing awareness of obesity and the causes for it have created an environment where it is relatively difficult to predict the consumer behavior. Customers at any time can make their mind up and against a product. The Australian customers are now getting educated on the harmfulness of using chocolates. Flexibility will then be a key to survive for the company and to attain the desired success (Gilani et al., 2014). On inspecting the target market for Donalds Company, it looks evident that children aged from 5 to 15 and the teenagers will provide a potential business. However, children are not the decision maker. They are under the influence of their parents. A lot more will then depend on the parents and the relative action against the identified threats of eating chocolates (Gilani et al., 2014). This will indeed be advisable that the Donalds Company is much more flexible with the product differentiation. They may need to consider a change when a particular product is fetching fewer sales. Change may be in regards to the packaging or the addition of some attractive contents or to labeling it as a nutritional product. Such changes will only be done after inspecting the actual cause behind the reducing sales of that particular product (Gilani et al., 2014). Marketing strategy: Positioning map: Figure 1: Perceptual Mapping (Source: Pulker, Scott Pollard, 2018) Positioning statement: The products will be sold as usual through the various supermarket stores in Australia like Aldi, Coles and Woolworths. Products will be priced as discussed in the positioning map and will be made available to the customers. Products will be made available to customers in various sizes as they are already available in market. Different sizes will be made available to customers in different prices. The more emphasis will be given on the marketing message, which is necessary to draw the attention of customers. Customers will be made sure with the message that they are getting valuable products, which are also healthier. This is indeed necessary as more and more people are growing in concerns for healthier products. The positioning message will be as follows: Eat healthy and feel valued Marketing mix variables: Figure 2: Marketing Mix (Source: Huang Sarigll, 2014) Product This will include drinking chocolate, candied nut, marshmallow, cocoa product and glazed fruit products. These products are not new to the market but will be relatively new to the company. Moreover, they are taking an attempt to have diverse range of products, so that, they could answer to a rapidly changing consumer perception. The Australian chocolate industry can be highly affected from the concerns growing for obesity. Fast-food is one of the sources of obesity and chocolate being one of the kinds of it is in all sort of threat from the growing concern (De Vogli, Kouvonen Gimeno, 2014). The products have been positioned accordingly to suit the target customer with the different age group. For example, children in the age group of (5-15) have lesser buying capability as they are dependent on their parents. Moreover, drinking chocolate will suit those customers. Additionally, children can also make the purchase from their pocket money, which they get from their parents (Liu et al., 2017). Teenagers will be encouraged to make the purchase of cocoa products as this will be priced higher. Moreover, teenagers despite having the idea on the harmfulness of the product they do purchase they go on for it just to satisfy their temptation (Liu et al., 2017). Marshmallow and glazed fruit products will be best suited to the adult who looks for quality products. In such category, some customers need a high-quality product at the low price whereas few can afford high-quality products at high prices (Liu et al., 2017). Place Selecting an appropriate place to sell the products is very essential to ensure a very good start with the new product line. The concerned company should have an idea of its customers and the places where they will be largely found. As opined by Datta, Ailawadi van Heerde (2017), it is irrelevant to sell ice cream and cold products to people living in cold regions. Moreover, identifying a suitable place is much more important to produce a good result with the planned marketing strategies. The different product line will be made available to customers in different places. The major area of entry will be the traditional format of Donald's Company, which is to go to the supermarket stores like Woolworths, Aldi, and Coles. These are indeed a very good source to reach a wider customer base. Every single product will be displayed in the supermarket stores. This will be feasible as well because they have had a very good relationship with the different supermarket stores in Australia. Price This is also very vital as it influences the perception of customers. Pricing should be made according to the products and the values that it carries. Customers will purchase only those that are worth a value for them. Some customers make the purchase only when they have realized that the product or the service is of some use to them. Some make the purchase just to satisfy their needs. It is then very important to position the products carefully, so that, it meets the requirements of all. The product positioning is being done accordingly. Follow is a brief of pricing for different products: Product Price Marshmallow $0.94 / 100g, $2.20 / 225g Candied nut $8.00 / 500g Glazed fruit products $4.40 starting price Cocoa product $10.00 starting price Drinking chocolate $1.40 / 100g, $3.35 / 225g Table 1: Proposed Pricing for Different Products (Source: created by author) Promotion This is very essential to implement a marketing plan. Perhaps, a marketing plan will not be able to raise the appeal, which is required to attract the perception of customers. In the contemporary business, there are ample of promotional strategies that work well to communicate the planned message (Anderson, 2017). Roadside hoardings are a good source to advertise the product. Such hoardings are generally being mounted on some tall statured building or on the roadside at good heights to make this well evident to the customers (Anderson, 2017). Advertisements will also be made on the television during some popular daily soap or during the popular sports. These are the few occasions when many audiences used to be in front of the screen. Moreover, a large audience will then be able to see the launch of a new product line from Donalds Company (Anderson, 2017). Advertisements will also be given in the popular daily newspapers. This will also help to reach a good population of the audience in just a few days (Anderson, 2017). The advertisement will repeatedly be telecasted on the television for at least one month. In the newspapers, an advertisement will be made for 2-3 weeks (Anderson, 2017). Online promotion will also be there, which will mainly target the teenagers. A short video will be uploaded to the YouTube platform revealing the good in it (Anderson, 2017). Conclusion: To conclude, the prospects are good for the proposed product line in Australia. A healthy political and the economic aspects of the country will help to flourish the business. However, legal policies are one of the potential threats, which is quite uncertain. It can seriously impact the price of chocolates. Hence, competitiveness may be challenged as many customers have concerns about the cost-effective products. The social trend in Australia can be threatening also as many people are getting to know the adverse effect of fast-foods. Chocolate is one of the kinds of fast-foods may seriously get impacted by the rising concern for health-conscious foods. The company will also be required to take part in few corporate social responsibility (CSR) related works. This will help them to develop a brand image. Moreover, they are also required to reduce the wastages from the manufacturing sites. References: Anderson, C., (2017). Amplify Your Impact: Moving from a Promotion Strategy to an Engagement Strategy.Reference User Services Quarterly,57(2), 89-92. 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