Douglas MacArthur Essay

Carlos Peà ±a Romulo once wrote that each of his careers â€Å"might have been lived in a different country and a different age.† Soldier, journalist, educator, author, and diplomat, he was a definitive world figure of the 20th century. Romulo grew up in the town of Camiling in the province of Tarlac in northern Philippines. He was born within the Spanish walled city of Intramuros, Manila, on January 14, 1898, at the twilight of one colonial regime and the dawning of another. His father, Gregorio, fought in the revolution for Philippine independence against Spain and, until surrender, America. The bitterness of the conflicts left an impression on the young boy—marking â€Å"the beginnings of a rebel,† as he called it—and he made a promise never to smile at an American soldier. His levelheaded father eventually welcomed American schoolteachers who came to Tarlac to teach English, however, becoming the first of the town’s elders to learn the language. Likewise, the young Romulo’s hatred abated not only because of his father’s example but also because he became friendly with an American sergeant. His father’s dream of an independent and democratic Philippines lived on. One of the last to take his oath of allegiance to America, the elder Romulo learned to accept the foreign power’s rulings except—as the young Romulo recounts in his memoirs—â€Å"in the manner of the flag.† â€Å"The American law says we cannot display our flag in any public place,† Gregorio Romulo told his family. â€Å"Well, my bedroom is not a public place.† In World War II Romulo was aide-de-camp to General Douglas MacArthur. As a journalist he wrote a series of articles, after a tour of the Far East, about Japanese imperialism, and predicted an attack on the United States. For this he won the Pulitzer Prize in Journalism for Distinguished Correspondence, and it was MacArthur himself who delivered to his friend the good news. His skill at using words made Romulo the logical choice to become â€Å"the Voice of Freedom,† which broadcasted news of the war effort to Filipinos and Americans alike. Often contrary to Japanese propaganda, Romulo’s reports earned the ire of the enemy, who put a price on his head. But Romulo kept broadcasting until the Fall of Bataan, and abandoned his post only after MacArthur’s strict orders to leave. He flew first to Australia, eventually ending up in the United States in exile, leaving behind his wife and four sons. In 1924 Romulo married Virginia Llamas, a local beauty titlist. They met at a picnic and they married not long after being crowned King and Queen of a Manila carnival. She once commented that she was the type of wife who preferred to glow â€Å"faintly in her husband’s shadow,† to which one acquaintance quipped, â€Å"this didn’t leave much room to glow in†Ã¢â‚¬â€a jab at Romulo’s height. Standing only 5’4† in his shoes, Romulo often made fun of his height. His book I Walked With Heroes opens with the anecdote about being the newly elected president of the United Nations—the first Asian to ever hold the post—and having to be â€Å"perched atop three thick New York City telephone books† just to see and be seen by all the delegates below the podium. When MacArthur fulfilled his promise to return to the Philippines, with Romulo at his side, it was reported that the American general was wading in waist-deep water. One correspondent, Walter Winchell, immediately wired back asking how Romulo could have waded in that depth without drowning. He also used his height to his advantage. â€Å"The little fellow is generally underrated in the beginning,† he once wrote. â€Å"Then he does something well, and people are surprised and impressed. In their minds his achievement is magnified.† A very early photo of Romulo Team members of the University of the Philippines debate team, with Professor Carlos P. Romulo (center). From left: Pedro Camus, Teodoro Evangelista, Deogracias Puyat, and Jacinto C. Borja. The photo was taken in San Francisco, California, April 18, 1928, and the caption reads: â€Å"Four students of the University of the Philippines, under the leadership of Prof. Carlos P. Romulo of the College Faculty, recently arrived in the United States on a tour of the world to debate the question of Filipino independence. The round-the-world debate on the Philippine question is academic and has nothing to do with politics.† This kind of understanding served him well as he began a career as a diplomat at the United Nations. Describing himself as the â€Å"barefoot boy of politics,† he had never before attended an international conference and was new to diplomacy. To add to this challenge, he was representing a small nation that had not yet achieved independence. (There already had been reports of Filipino delegates being ignored at international meetings.) Romulo—whose lifelong dream was to help build a body such as the United Nations—resolved to make the Philippines the voice of all small nations. As a signatory of the charter forming the United Nations in 1945, he spoke the famous line, â€Å"Let us make this floor the last battlefield† at the first General Assembly. There was at first silence, but then he received a standing ovation—the only one given to any speaker at the conference. Romulo launched himself fully into the world of international diplomacy, standing his ground against the big powers and committing himself to the causes of fledging nations. Dismissed by some, like Andrei Vishinsky, chief of the Soviet delegation, as a â€Å"little man from a little country,† Romulo was undeterred, fighting â€Å"like David, slinging pebbles of truth between the eyes of blustering Goliaths.† President of the UN General Assembly Carlos P. Romulo introduces US President Harry S. Truman to Deputy Foreign Minister Andrei Vishinsky of the USSR, October 24, 1949, during the cornerstone laying ceremony of the UN headquarters in New York City. President of the UN General Assembly Carlos P. Romulo introduces US President Harry S. Truman to Deputy Foreign Minister Andrei Vishinsky of the USSR, October 24, 1949, during the cornerstone laying ceremony of the UN headquarters in New York City. Dubbed by his colleagues â€Å"Mr. United Nations,† he was elected president of the United Nations General Assembly in 1949—the first Asian to hold the position—and served as president of UN Security Council four times, in 1981, in 1980 and twice in 1957. Despite all the triumphs, Romulo hit low points in his life. His eldest son Carlos, Jr., died in a plane crash in 1957, and his beloved wife died in 1968, near the end of his terms as president of the University of the Philippines, his alma mater, and, concurrently, Secretary of Education. â€Å"I had to be outstanding,† he wrote, â€Å"to make the greatest effort to win, to prove I was capable not in spite of having been born a Filipino but because I was a Filipino.†

The business of water Essay Example | Topics and Well Written Essays - 2000 words

The business of water - Essay Example This paper illustrates that since water companies began to be privatised, there has been an ongoing debate from both the political and social circles regarding the sustainability of private water companies. The debate has brought together political movements, labour movements and major corporations with each side having a conflicting opinion regarding privatising water services. There is a common pattern in developed countries regarding the improvement of water and sanitation services. In many countries across the world, water provision services began as early as the 17th century. However, such services were only used by people of a higher social class and state departments such as the fire brigades. The subsequent development of urban centres saw an influx of people towards cities thus creating a water crisis. Water ceased to become an incentive but a requirement for almost every household in the urban areas. Despite the fact that the previous water and sanitation services were oper ated by private entities, municipalities and urban councils took over the provision of water services to address the rising acute water shortage. France, however, maintained the status quo and private water companies continued to operate independently which explains why the largest water companies in the world are France’s Suez and Veolia. Those in support of municipalities taking over water and sanitation services argued that the state bodies had the ability to address the inefficiencies in water provision by private contractors.

Is the banking industry about to explode Coursework - 1

Is the banking industry about to explode - Coursework Example This research will begin with the statement that the international financial crisis initiated in the United States’ mortgage market and causes a liquidity deficit within the United States’ banking system, the full blow of which began to be felt during the mid of 2007. It resulted in the collapse of various financial institutions and in huge government involvement to stay away from a contagion effect within their economies. The United States credit market default that started the global recession all over the world has changed the financial setting significantly. Since that time, concerned officials have been attempting to come up with solutions to the difficulties that the banking industry, as well as the global financial system, is facing. The banking industry has also been going through a process of reformation lasting over two decades. Market liberalization, as well as the induction of latest information technologies, led to a strong trade growth resulting in several mergers and acquisitions in addition to off shoring potential. The recession started several mutual projects of social associates. During the year 2009, 93 percent of the companies within the banking industry initiated joint bargaining against an average of 84 percent within other industries. Another consideration within the banking industry is that a works council covers 97 percent of companies that have more than 50 workers.

HRM (a joint venture ) Coursework Example | Topics and Well Written Essays - 4250 words

HRM (a joint venture ) - Coursework Example rces strategies executed by Sainsbury with regard to the methods through which employees are incorporated in the formulation of policies as well as decision-making processes together with the mechanism that are put in place to ensure he overall performance of the company is always kept on check. The report addresses the primary economic drivers in the United Kingdom where Sainsbury is based as it makes and in-depth analysis of the economy through the PESTLE framework. Conversely, the report makes a comparative analysis of the human resource situation in the United Kingdom about the overall systems in the rest of the world. That notwithstanding, the organizational issues that influence the formulation and implementation of human resource strategies at Sainsbury have been explored extensively as well as the national factors in the United Kingdom that have influenced the same over the past five years. The objective of this report is to formulate a human resource strategy for Sainsbury Plc. That will enable it to enter into joint ventures with other organizations in its global expansion programs. The report has made an in-depth analysis of the retail sector in the United Kingdom together with the general overview of the industry from a global perspective for it to recommend the course of action. Retail industry in the UK has been robust over the past five years with some ramifications shaping the industry. Ideally, there has been a strong sales momentum that has driven the volume of sales that retail outlets are making with Sainsbury being ranked second behind Tesco based on sales volume. High sales volumes experienced in the industry were fundamentally premised by a steady rise in spending that culminated from a period of deflation that has been experienced in the second quarter of 2015. The period of deflation meant the consumers had more disposable income thus they were willing to spend more money on goods and services. Ideally, the deflation that was announced in

The American Civil War Essay Example | Topics and Well Written Essays - 1750 words

The American Civil War - Essay Example The American Civil War Both of these developments saw the strengthening of the American nation and the consolidation of the North American continent under the federal American government. Similarly, a consolidated and expanding America was able to exert itself in the affairs of Latin America to its own benefits. In a comparable manner, America was able to carve out spheres of influence in Asia in order to protect its interests in the East. This essay will look into specific examples of American consolidation and expansion in the aforementioned regions between the American Civil War and the First World War along with the justifications presented by the American nation for such actions. The American Civil War needs to be considered foremost since the emancipation of the African Americans provided the burgeoning economy and the industrialising North with ready hand, cheap labour. Furthermore, the American Civil War was instrumental in abrading the South’s political power so that the centre of power shi fted to the North. The political structure of the nation was also strengthened given that the American Civil War proved that breakaway states would not be tolerated by the federation. In turn, this allowed the consolidation of the American nation on the North American continent. The consolidation of the American nation at home allowed America to eye the larger global stage for expansion. Before the 1890’s, the only major American territorial expansion was the purchase of Alaska from Russia in lieu of the Aleutian Islands. (Foner 711). However, the burgeoning industrial complex at home demanded an increase in exports, especially during periods of lowered consumption at home. America began to view the rest of the world

Market efficiency Assignment Example | Topics and Well Written Essays - 2000 words

Market efficiency - Assignment Example Private market efficiency refers to the measure of access to information that market players can use to maximize their gains on investment at a minimum transaction cost (Jarrow & Larsson , 2011). Market efficiency widely known as the Efficient market Hypothesis (EMH) and introduced by Eugene Fama in 1970 stresses that market prices is a reflection of all the available information to the investors regarding a particular stock at a particular time of trading. According to Fama‘s interpretation of an efficient market is a situation were no individual investor has an advantage over others in predicting excess returns on securities above the existing market price (Jayasuriya, 2008). This claim is based on the premise that at any given time no one will have information over and above what is available to other players. The information necessary to make judgment is often readily available to all players at the time of trading and for this reason no individual player can beat the marke t. Valuation of investment is the main determinant of whether a market is efficient or not and where the inefficiencies are evident. An efficient market can be determined through market prices considering that it is only estimate for measuring deviation from true value (â€Å"Market Efficiency†, 2011). This is because an inefficient market will only be determined by market price deviation from the true value. Efficient market must be supported by a number of conditions most of which revolved around valuation and information availability for it to take place. The is means that information and market prices are integral components of market efficiencies consider that investors make investment strategies based on the information they have assuming that at a given time traded assets(s) are under or overvalued (Yang & Leatham, 1998). The market prices in an efficient market are often unbiased estimate of the asset’s true value and they are expected to shift randomly dependi ng on the behavior of the investors. Investors play a significant role in bringing efficiency in private markets considering their diverse reaction to available information. A number of conditions need to take place in the private market place in order for efficiency to be achieved. In other words, market efficiency does not happen automatically as certain forces drive it. The first condition is the existence of profit maximization investors (â€Å"Market Efficiency†, 2011). Investors will always try to take advantage of every opportunity that comes their way to make profits. This is often based on the perception of the investors that the market is inefficient and one can leverage on the inefficiencies to beat the market. In other words, the investors must recognize the potential for bigger returns, replicate their beat the market strategies and invest their resources repeatedly until the end of inefficiency (Lee, etal, 2009). The more the investors continue to actively parti cipate in trading activities the more likely they create market efficiency. For instance continuous sale and purchase of stocks will always have a double edged impact considering that market prices can be pushed above or below fair value at every point in time. This makes it very difficult a single or a group of investors to predict the existing undervalued stocks irrespective of the applied investment strategy. The timing and nature of the information available to the investors is also another important condition for achieving market efficiency. Information availability is an integral part of market efficiency considering that an efficient market is defined based on the kind of information that is reflected on the price and available to the investors. Take for instance a strong form efficiency which is exudes that under such a circumstance an investor with insider information will not be able to make excess gains over other because the market prices reflects all the information bot h private and public. It is noteworthy that market efficiency

Tata Docomo Essay Example for Free

Tata Docomo Essay Tata Group is an Indian multinational conglomerate company headquartered in Mumbai, Maharashtra, India. It encompasses seven business sectors: * Communications and information technology * Engineering * Materials * Services * Energy * Consumer products * Chemicals. Tata Group was founded in 1868 by Jamsetji Tata as a trading company. It has operations in more than 80 countries across six continents. Tata Group has over 100 operating companies each of them operates independently out of them 32 are publicly listed. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan Industries, Tata Communications and Taj Hotels. The combined market capitalization of all the 32 listed Tata companies was $89.88 billion as of March 2012. Tata receives more than 58% of its revenue from outside India. Tata Group remains a family-owned business, as the descendants of the founder (from the Tata family) owns majority stake in the company. The current chairman of the Tata group is Cyrus Pallonji Mistry, who took over from Ratan Tata in 2012. Tata Sons is the promoter of all key Tata companies and holds the bulk of shareholding in these companies. The chairman of Tata Sons has traditionally been the chairman of the Tata group. About 66% of the equity capital of Tata Sons is held by philanthropic trusts endowed by members of the Tata family. The Tata Group is perceived to be Indias best-known global brand within and outside the country as per The Associated Chambers of Commerce and Industry of India survey. The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most reputable company in the world. The survey included 600 global companies. The Tata Group has helped establish and finance numerous quality researches, educational and cultural institutes in India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in recognition of its long history of philanthropic activities. HISTORY The Tata Group was founded as a private trading firm in 1868 by entrepreneur and philanthropist Jamsetji Nusserwanji Tata. In 1902 the group incorporated the Indian Hotels Company to commission the Taj Mahal Palace Tower, the first luxury hotel in India, which opened the following year. After Jamsetji’s death in 1904, his son Sir Dorab Tata took over as chair of the Tata Group. Under Dorab’s leadership the group quickly diversified, venturing into a vast array of new industries, including steel (1907), electricity (1910), education (1911), consumer goods (1917), and aviation (1932). Following Dorab’s death in 1932, Sir Nowroji Saklatwala became the group’s chair. Six years later Jehangir Ratanji Dadabhoy Tata (J.R.D.) took over the position. His continued expansion of the company into new sectors—such as chemicals (1939), technology (1945), cosmetics (1952), marketing, engineering, and manufacturing (1954), tea (1962), and software services (1968)—earned Tata Group international recognition. In 1945 Tata Group established the Tata Engineering and Locomotive Company (TELCO) to manufacture engineering and locomotive products; it was renamed Tata Motors in 2003. In 1991 J.R.D.’s nephew, Indian business mogul Ratan Naval Tata, succeeded him as chairman of the Tata Group. Upon assuming leadership of the conglomerate, Ratan aggressively sought to expand it, and increasingly he focused on globalizing its businesses. In 2000 the group acquired London-based Tetley Tea, and in 2004 it purchased the truck-manufacturing operations of South Korea’s Daewoo Motors. In 2001 Tata Group partnered with American International Group, Inc. (AIG) to create the insurance company Tata-AIG. List of Tata Group Chairmans * Jamsetji Tata (1887–1904) * Dorabji Tata (1904–1932) * Nowroji Saklatwala (1932–1938) * J. R. D. Tata (1938–1991) * Ratan Tata (1991–2012) * Cyrus Mistry (2012–present) The Tata Group has donated a Rs. 220 crore ($50 million) to the  prestigious Harvard Business School (HBS) to build an academic and a residential building on the institute’s campus in Boston, Massachusetts. The new building will be called the Tata Hall and used for the institute’s executive education programmes. The amount is the largest from an international donor in the business schools 102-year-old existence. The recent The Brand Trust Report 2011 has ranked TATA as the second most trusted brands of India. In a 2011 investor poll conducted by equity research firm Equitymaster, TATA Group was voted as the most trustworthy among the Indian corporate houses. Over 61% of the respondents showed their confidence in the Tata Group. The Tata Group retained its Most Trustworthy status in the 2012 edition of the poll. One Tata project that brought together Tata Group companies (TCS, Titan Industries and Tata Chemicals) was developing a compact, in-home water-purification dev ice. It was called Tata swach which means â€Å"clean† in Hindi and would cost less than 1000 rupees (US $21). The idea of Tata swach was thought of from the 2004 tsunami in the Indian Ocean, which left thousands of people without clean drinking water. This device has filters that last about a year long for a family of five. It is a low-cost product available for people who have no access to safe drinking water in their homes. The advantage of this device is that it does not require the use of electricity. TCS also designed and donated an innovative software package that teaches illiterate adults how to read in 40 hours. â€Å"The children of the people who have been through our literacy program are all in school,† says Pankaj Baliga, global head of corporate social responsibility for TCS. In 1912, Tata Group expanded their CEO’s concept of community philanthropy to be included in the workplace. They instituted an eight-hour workday, before any other company in the world. In 1917, they recommended a medical-services policy for Tata employees. The company would be among the first worldwide to organise modern pension systems, workers’ compensation, maternity benefits, and profit-sharing plans. Trusts created by Tata Group control 65.8% of company shares, so it can be said that about 66% of the profits of Tata Group go to charity. The charitable trusts of Tata Group fund a variety of projects, for example the Tata Swach and the TCS project. They founded and still support such cherished institutions as the Indian Institute of Science, Tata Institute of Fundamental Research, the National Centre for the Performing Arts and the Tata Memorial Hospital. Each Tata Group company channels more than 4 percent of its operating income to the trusts and every generation of Tata family members has left a larger portion of its profit to them. After the Mumbai attacks, Salaries of then heavily attacked Taj Hotel employees were paid despite the hotel being closed for reconstruction. About 1600 employees were provided food, water, sanitation and first aid through employee outreach centres. Ratan Tata personally visited families of all the employees that were affected. The employee’s relatives were flown to Mumbai from outside areas and were all accommodated for 3 weeks. Tata also covered compensation for railway employees, police staff, and pedestrians. The market vendors and shop owners were given care and assistance after the attacks. A psychiatric institution was established with the Tata Group of Social Science to counsel those who were affected from the attacks and needed help. Tata also granted the education of 46 children of the victims of the terrorist attacks. Tata DoCoMo TATA DOCOMO is an cellular service provider on the GSM,CDMA and platform-arising out of the strategic joint venture between Tata Teleservices (subsidiary of Indian conglomerate Tata Group) and Japanese telecom giant NTT Docomo (subsidiary of Nippon Telegraph and Telephone) in November 2008. It is the countrys sixth largest operator in terms of subscribers (including both GSM and CDMA. TATA DOCOMO is part of the Indian conglomerate Tata Group. The company received licenses to operate GSM services in nineteen telecom circles and was allotted spectrum in eighteen of these circles and launched GSM services on 24 June 2009. It began operations first in South India and currently operates GSM services in eighteen of twenty two telecom circles. It has licences to operate in Delhi but has not been allocated spectrum from the Government. Docomo provides services throughout India. Tata DOCOMO offers both prepaid and postpaid cellular phone services. It has become very popular with its one second pulse especially in semi-urban and rural areas.[citation needed] On 5 November 2010, Tata DOCOMO became the first private sector telecom company  to launch 3G services in India. Tata DOCOMO had about 42.34 million users at the end of December 2010. TATA DOCOMO MARKERT SEGMENTATION: Tata DoCoMo divided the market into smaller segments with distinct needs, characteristics and behavior with separate marketing strategies. TATA DoCoMo used the Demographic segmentation firstly to introduce the new brand keeping an eye on mid and higher end of the Indian consumers. They chose Indian youth as their primary target and started occupying the space in young Indian minds by connecting with them at various levels and through multiple channels The rationale behind this choice were 1. Tata Docomo intended to generate most of its future revenues through its differentiated content based and value added services, which is not so much relevant for low end consumers who are more price sensitive than mid and high end consumers 2. Indian telecom market was soon expecting 3G licenses. This would mean a huge potential for content based and value added services in the near future. Mid and higher end young consumers will be the early adopters of these services as they are more adaptable to change, are dynamic and willing to try new things. 3. They wanted to connect to opinion makers, and Indian youth would be the best fit to that profile. 4. Indian telecom market was soon expecting Mobile Number Portability (MNP). This would mean a potential of switching of telecom vendors by Indian consumers. And targeting the opinion makers would mean an aspiration build up in masses to switch to the brand that is most admired. 5. Tata teleservices has its CDMA offering which already caters to mass market in India. Hence there was no specific need to address this segment. TATA DOCOMO MARKERT TARGETING: * TATA DoCoMo is offering series of differentiated products to their respective markets. * Home calling cards for the family of those professionals who work abroad. * Cheap SMS facility for youth. * Facilities for circle users. Tata Docomo rolls out a marketing campaigns platform over cloud, Hosted Campaign Manager (HCM) service for its Enterprise and SME customers. This service is offered in 16 circles namely Hyderabad, Karnataka, Mumbai Maharashtra, Kerala, UPW, Punjab, Haryana, Gujarat, Rajasthan, Madhya Pradesh, Tamil Nadu, Kolkata and West Bengal, Orissa, Bihar and UP East. Aggregators, FMCG, service industry, media and banking insurance companies, outsourcing companies, advertisement agencies and campaign event management companies can get its advantage to the fullest. Through voice blast feature, customers can send a prerecorded message to thousands of phones from a targeted, DND scrubbed dialing list. This solution enables one to conduct effective communication anywhere across the PSTN cloud at blazing speed, said a press note. Tata Docomos Hosted Campaign Management enables customers to reach out to larger target audience, more frequently, at affordable costs without any infrastructure to run th e outbound processes. Differentiation It used tariff plans to differentiate itself from other major players like Vodafone, Airtel and Idea in the GSM category. It has cheaper rates than any other CDMA service provider and the added advantage is that unlike CDMA, a different handset is not required. Pulse rate of per second, where all other services used one minute gave TATA DOCOMO the first mover advantage. Also, services offered were customised as per subscribers. TATA DOCOMO has unveiled a portfolio of Value-Added Services that has reinvented mobile telephony in India. It offers products and services like diet SMS, Free VoiceMail, Timed SMS Service, Missed Call Alerts, Call-me Tunes, etc. All of them are customized to liberate and refresh the subscribers. Brand Positioning TATA DOCOMO has positioned itself as a â€Å"value for money† brand. The first move on this front was to cut through the clutter and redefine the entire pricing paradigm. In the clutter of confusing service providers, TATA DOCOMO is positioned as the country’s most transparent, innovative and liberating telecom brand. * Tata Docomo wanted to create an identity for themselves in the mind of the youth. They realized that their brand should do the  following * Familiarity – they need to create familiarity for the brand in the mind of their target i.e. Indian youth. Youth should always be able to recognize the brand ‘logo’ and its value proposition. In fact, Indian youth should be more than willing to identify themselves with the brand in society * Relationship –They need to associate themselves with attributes like transparent, simple and innovative brand in the mind of their target customers. And over the term of their relationship with their customers, they should be consistent to these attributes in every interaction. * Experience – They need to ensure that customer gets consistent message and promise irrespective of which channel he chooses to interact with the brand. Brand’s communication, new offerings and actions should consistent to its promise to the customers * Trust – They need to stand up to probity in public life and social dealings to be perceived as socially and culturally compatible brand and thereby gain trust of the society. In the already cluttered Indian telecom market, Tata Docomo positioned itself as one of the country’s newest and most-exciting GSM telecom services company that provides value for money and can be easily identified with the attributes as transparency, simplicity and innovation. 1. Positioning based on value for money – Complex pricing mechanisms and processes were used by Indian telecom players. These were not easily understood by consumers and they found difficult to choose the best plans for them. Tata Docomo launched its products with ‘Pay what you use’ policy which were attractive for customers. 2. Positioning based on technology – 3G service and Number Portability were soon to be launched in India. And Tata Docomo leveraging its partnership with NTT Docomo positioned itself as a provider ready to provide 3G services in India. Telecom customers are not really happy with their existing service providers. According to Nielsen Mobile Consumer Insights ‘Close to one in five (18%) of Indian mobile customers said that they would change their operator if they have the ability to retain their number’. It was good enough reason to attract customers who are looking for a better provider. 3. Positioning based on innovative ways – Tata Docomo positioned itself based on its ‘Do the New’ promise. It introduced multiple innovative offerings like ‘Buddy Net’, ‘Diet SMS’, ‘Pay per site’, ‘Pay per second’ etc. To establish their brand equity in Indian telecom industry, Tata Docomo started with their branding activities. Brand/product/company The Tata DOCOMO brand is the 10th entrant in the crowded Indian telecom market which was already ruled by established brands such as Airtel, Reliance, and Vodafone. Despite the stiff competition the company made a dent in the telecom market due to an innovative marketing strategy. In a short span of time the company has been able to differentiate and distinguish itself from the other brands and own a distinct consumer mind space. The company has brought disruptive innovation to the market not only through it products and services but also through unique marketing initiatives that have captured the minds of the consumers. As it stands today, Tata DOCOMO is the fastest growing brand in terms of market share. We (project team) chose to study and analyze the Tata DOCOMO brand due to its uniqueness and the success of its marketing strategy. For consumers, the Tata DOCOMO brand offers a host of differentiated services. Tata DOCOMO boasts the following benefits to consumers on its official website. * We are the fastest growing young telecom brand in the country; we never stop innovating and thinking out of the box. With us every day is new. * We dont need creams to be fair, its in our blood. With us you will get honesty, frankness, transparency. Say hello to the most transparent plans, a world-class network responsive customer care. * We are the first private operator to launch 3G in partnership with the world leader in 3G, NTT DOCOMO, Japan. * We redefined competition with our pay per second tariffs and decided to let the good news spread, therefore we introduced pay per second on STD ISD. You can call USA and Canada @1p/sec. * Keeping up with our mantra of doing the new we have made roaming affordable to the common man by extending the pay per second offers on roaming anywhere in India on our network. * We dont bully you to take what you dont need. And thats why; we have pay per site, that lets you pay only for the site(s) you love @Rs.10 per site per month. * We never ever ask you to count your friends. With BuddyNet you can bond with the whole world @1p/6sec On-Net. Be ready! * We dont decide for you, you decide your own pick from our daily, weekly or monthly packs of Talk-time, GPRS, music, cricket updates, night calling etc. starting at Rs.2. * Why should anyone else decide what song you should listen to when you call someone? With My Song hear your song when you call. * We completely believe why you should pay  for whats not your fault, thats why with us you get free Missed Call alerts in case you miss a call when you are not in coverage area or your phone is switched off. * Fun in limit is no fun. With us you can download unlimited Call-Me tune @Rs.10 per week. * We dont believe in making you pay for reaching out to us. Call our toll free customer care number anytime. * When we say you are important we mean every single word of it. So why should you wait, have direct access to the customer care executive by pressing 9 anytime during the call. * We are all ears. You can call us or online Live Chat with us, anytime. And guess what, you can access your hometown call center even when out of town. Product line TATA Docomo launched many products in the ‘Diet’ product line aimed at reducing the cost for the customer. Following products were launched ï‚ · Diet SMS Its custom made for those who are allergic to typing long. In this service, each SMS merely costs you 1 paisa per character, up to a maximum of 15 characters. And user is not charged for the spaces. ï‚ · Diet Postpay Plans – It offers refreshingly different options to postpaid users. They get opportunity to make their own plans by choosing the service they use most frequently, be it Local, STD or SMS. And to make their own plans they have more than 100 options to choose from. NEW PRODUCT DEVELOPMENT IDEA GENERATION Tata group of industries want to introduce their products in almost every field of life. With invention of mobile phone services world become a global village. Increasing number of mobile users attract TATA group of industries to introduce their product in mobile phone services. The board of directors of TATA gets the idea for mobile service operator by its own employees who were using other mobile operators. They think about to bring their own technology or to share any existing company through which they communicate with other employees and officials. IDEA SCREANING: From too many ideas the TATA group selected one to create a telecom company with the experience of any existing company. They decided to introduce a new mobile operator company with the partnership of Japanese telecom giant NTT  Docomo and launch TATA DoCoMo in India. CONCEPT DEVELOPMENT TESTING: The Tata DOCOMO (DO Communication over mobile) brand stands for â€Å"Do†ing things that you want to do. The Tata DOCOMO brand is all about co-creation and user participation. The youth brand that Tata DOCOMO set out to build has been successfully created in the digital space through a balanced mix of design, innovation, technology and engagement. The brand’s main mantra â€Å"Do the new† is a concept that prompts every citizen to do something new, even if it’s a small thing. This concept aligns with the company’s products and services, many of which are new to the market. TATA has good reputation in all over the India. They make a questioner to ask people about new telecom service and when they started their transmission people show positive response towards the product. MARKETING STRATEGY DEVELOPMENT: Being the tenth entrant in the already competitive telecom market, it was difficult for Tata Docomo to differentiate themselves from the existing service providers. Tata was already a well-known household brand name in India, however Docomo was hardly known to Indian masses and hence there was a need to establish the Docomo brand. They wanted to create an identity for ‘Tata Docomo’ which customers would love and trust. Tata Docomo has a vision to be the most loved teleservices brand in India. And their marketing research revealed that their service offering should be centered on transparency, simplicity and relevant ‘life centric’ innovation to achieve this. They found that they should connect to the opinion makers of the society and create brand attraction among Indian masses. This focused approach can give them visibility in highly competitive market. Tata DoCoMo adopted disruptive innovation as a market penetration strategy. This was required to enter the Indian telecom market which had dominant players such Airtel and Vodafone. To capture market, Tata DoCoMo offered services that were unlike anything the consumers had experienced before. The per second tariff also changed the rules of the game by forcing existing service providers to lower their tariffs and also set a benchmark for new entrants such as MTS who now offer similar tariffs. This allowed Tata DoCoMo to capture market quickly. Having penetrated the market successfully, Tata DoCoMo now competes not only on the basis of price but also with value added  services. BUSINESS ANALYSIS: After the market strategy development the TATA group make a telecom operators business analysis. Their Cost, sales, profits and other business routines. They study the Airtel and Vodafone which were already existing very strong telecom operators in the market. PRODUCT DEVELOPMENT: When TATA group analyzed the other telecom operators business they satisfied with the profit margins and finally started to capture all the India and install their transmission equipment in all the major cities. When transmission equipment installed then TATA start to furnish customer offices in targeted areas and started their services. TEST MARKETING: Finally TATA DoCoMo introduced in market initially. The customer gave positive response and highly like this service in the market. And its first testing sales are too fast and people demanded it and admire it due to its brand name. COMMERCIALIZATION: TATA DoCoMo after first introduction in the market started their full commercialization in market in a very small time they got maximum market share. To bring in the knowledge of people about this new service of DoCoMo they used different channels like TV, newspapers, radio, brushers, magazines, etc.