Intergrated marketing communications

The main form of research for my assignment will be through the library and Internet. I will do research into companies that are based out there as Motorola companies will produce company reports, which can be found either on the Internet or in libraries. This section provides a detailed account of the research undertaken to complete this assignment and further, goes on to analyse the strengths and weaknesses of each particular method. It is used to give support of the benefits thought to be associated with each research method. With my knowledge of the Chinese markets mixed in as well, I will hopefully Produce assignment that will be unbiased and concise. Executive Summary As the number one of the foreign export-import electronic company in China, was in unique position, Motorola has established a strong infrastructure and developed powerful relationships in China. As the China become more open and developed today, all the world organisations are likely to build their business in China. As the first telecommunication company who is entry in their business in China, Motorola has successfully earned Chinese market, how does this communication skills as they used, this is the main topic of this assignments. 1) China market environment For the BBC news reports: the US businesses community see the world's most populous country as potentially their most profitable market, and the US interests hope an open Chinese market could help pull the economy out of its present slump. Why is that? Thought it took 10 years to build a mobile user base of 10 million in China, the number of subscribers increased from 10 million to 100 million in less than four years. Currently, China mobile telecommunication market is nothing short of Stellar – no other market in the world is adding 5 million mobile subscribes a month (2001) to their customer base. China's mobile communications market, with over 120 million user by mid-2001, has over taken the US to become the largest mobile phone market in the world. China is already the largest market for cellular phones in the world and expected to be the second largest PC market in the world. China is become the second largest telecommunication market by the end the 2003. 1.2) Economic environment — special economic zones in China China now is the biggest consumer market in the world, China have thirteen Special economic zones (SEZ), especially designed for the foreign and private owned investors. The first in Shenzhen in the province of Guangdong in 1979, since then, three further SEZS have been established in south China: Shenzhen, Zhuhai and Shantou in Guangdong, at Xiameng in province of Fujian. After 1984, China making the condition more comfortable for the foreign investment, and in 1998, Hainan Island acquired SEZ status at the same time as being promoted to being autonomous province. The SEZ are able to accept foreign investment in virtually any area of economic activity of interest to China, including all the service and production area. Since 1990, foreigners are now to engage in land development, and to install electric power and telephone service to operate utilities in one of the designated investments zones. All the technologies investments are reduced of taxation. The all of 13 SEZ zones include Dalian, Fujian, Fuzhou, Guangzhou, Hainan, Ningbo, Qingdao, Shanghai, Shantou, Tianjing, Xiamei, Zhandjiagang, and Shenzhen. Preferential administrative producedures and tax incentives would be available for the foreign investors with in economic zones. 1.3) China mobile market information Before we justified Motorola's marketing communications plan, we need look at what kind of market do we stay in at? What is in here? As this assignment's topic is Motorola PLC (China), So we need look at what is China mobile market current situation. As by report, China mobile communication market is developing rapidly. The number of mobile phone subscribers in China increased from 6.85 million in 1996 to 85.26 million in 2000. The year 2000 saw an additional increase of by 41.97 million, exceeding the number of new subscribers of fixed phone networks for the first time of history. From 1996 to the end of 2000, the average annual rate growth rate of mobile phone subscribes remained 95%. By the end of 2000, the population of the mobile phone hold reached 6.7%, it is estimated that the total number of mobile phone subscribers in China will reach 250 million in 2005. So that took 10 years to build a mobile user base of 10 million in China, the number of subscribers increased from 10 million to 100 million in less than four years. Wow, that is how cheerful news for the each company who want doing their business in Chinese market. 2) Organisation—Motorola (China) For the topic above that, I choose Motorola Company in China as my selected company. Motorola inc, the world's leading company in offering integrated communications and imbedded electronics solutions, was set up in 1928, beginning from marking rectifier and motor radio, Motorola grow up in 1940s and 1950s, gradually became a transactional company in 1960s from when it began to develop its overseas market. Now, Motorola has over 110,000 employees around the world. Its operations cover wireless communication, semiconductor, automobile electronic, broad brand, Internet and Internet access products. Motorola is the leader in mobile phone, paging, two-way radio, and commercial GSM and CDMA. In 2001, the company has scored a total sales volume of US $30 billion. Motorola Company established its branch in Beijing in 1987 and registered in Tianjin Motorola semi-conductor and car appliances. In 1992, Motorola has set up Motorola (China) electronics LTD. In Tianjin has begun to produce beep-pager, mobile phone, two-way radio, wireless communication facilities, semiconductor, automobile electronics etc. Motorola is the largest foreign investor in China. Over the past 15 years, company has invested 28.5 billion Yuan ($3.4 billion, about à ¯Ã‚ ¿Ã‚ ½1.7 billion). Motorola (China) has consisted of 1 owned factory, 1 holding company, 8 R&D facilities and 26 sales offices. Motorola china employs total revenue for 2002 reached 47 billion Yuan ($5.7 billion, about à ¯Ã‚ ¿Ã‚ ½2.85 billion), up to 16 % from when was ($3.6 billion, about à ¯Ã‚ ¿Ã‚ ½1.8 billion) one of the largest exports in China. Motorola entered China at a prime time when mobile communication novel idea and no one was selling. As a result, the company enjoy success in selling its pager as tens millions of Chinese wanted convenience and symbol of social status (this is Chinese momentum and a strong emphasis on design and marketing, Motorola hold the largest market share in China, about 28%, as its brand is with best in quality, features and form factor. In 2001, Motorola Company with a total sales volume of $4.9 billion in China entered into a 1.44 billion dollars network construction and expansion contract with suppliers like China telecom and Unicom. The company has a staff about 15,000 in China. Motorola is the number one provider of micro controller products, which more than 18 percent of the global market. Motorola Company has been first in its market share in China in three consecutive years. According to the 500 strongest foreign-invested companies in China, in place of Shanghai Volkswagen, which it has kept title in nine years. Over the years, Motorola has developed a unique strategy for the emphasizing technology transfer, continuing investment and association cultures. The company has invested all its profits from china back gradually localized its China operations (nearly all Motorola China company's Chinese, 75% of managers). At present, Motorola with eight co-invested companies in China is actively implementing various co-operation projects in the fields of new and hi-tech technology research and developments with famous universities, scientific research institutions and enterprise in China. Motorola is a major supplier of mobile communication equipment which including mobile switches, base stations and handsets for GSM and company is one of the few companies that can offer complete CDM (infrastructure and handsets). Until now, Motorola (China) has made up to 64 million (RMB) donations to China hope project, tertiary education, flood salvation and western development. The company has launched brand all of the China, Beijing, Shanghai, Guangzhou, Zhejiang, Hunan, Tianjing, Suzhou, Hainan, etc. Anywhere have mobile user there is a Motorola. 3) Motorola China mission statement Vision – To be the standard against which others are measured Mission – To make aspiration quality accessible to all Values – Quality value, service, innovation and trust Motorola is China to stay and grow. Motorola has to date invested US $34.5 billion in china and employs 13,000 people on the Chinese mainland. It is the big foreign investor industry and it is one of the biggest American investors in the Chinese market. Motorola's relationship with Chinese government officials is continuing. Incapacity neighbour Beijing, manufacturing pagers, mobile phones, semiconductors and other wireless communications equipment. In April 1998, it moved its north Asian office from Hong Kong to Beijing. Comparing to other foreign competitors, Motorola have a long-term vision in the Chinese market. Motorola entered China in 1987 and registered in 1992 a company in Tianjin, a mu For us to fully understand the recent success of a greatest China â€Å"institution†, and how they can build upon its success, we must first examine the infrastructure of the company itself. 4) Model for Integrated Marketing Communication Integrated Marketing Communication is more than the coordination of a company's outgoing message between different media and the consistency of the message throughout. It is an aggressive marketing plan that captures and uses an extensive amount of customer information in setting and tracking marketing strategy. Steps in an Integrated Marketing system are: 1.Customer Database an essential element to implementing Integrated Marketing that helps to segment and analyse customer-buying habits. 2.Strategies Insight from analysis of customer data is used to shape marketing, sales, and communications strategies. 3.Tactics Once the basic strategy is determined the appropriate marketing tactics can be specified which best targets the specific markets. 4.Evaluate Results Customer responses and new information about buying habits are collected and analysed to determine the effectiveness of the strategy and tactics. 5.Complete the loop. 5) Customer target of Motorola China As the Motorola has wide range of mobile products, the vary of products designed as different of user group. For the Motorola (China), I selected four diverse of target marketing groups that are: fashion user; heavy user, social life lover user and high technology user. * Fashion user Most of young generation and between age 20-40, who loves to carry the new design and functional mobile phones, and change their mobile phone frequently. They more care about their appearance of mobile phones such as size, colour and diversified functions. The advertisement for this group should trend these side of behaviour. However, the product targeting of these group are only a short life cycle, the company should to contours move forward their product design, to lead the mobile market fashion. * Heavy user Normally they are successful businessman and woman, professionals and private company owner, are aged which above 30 years old, with a higher incomer. The people in this group as show in mobile as their necessary tools for their business or jobs, not kind of fashion staff. They always are early holders of mobiles phones, for them, it is good to stick with one brand, not always change, because they don't seems to have a time to use new manure. Therefore, for this group need have much high quality of the product and faultless customer service, also this group is much loyal in certain brands compare with other group, so it is very important to reach this group's customer. * Social life lover user This group might not that rich, but they are very active, enjoys pup, restaurant, nightclub all those kind of staff. They like to make friends and more care about their families. A mobile phone is the best tools for them to communicate with other and keeping in touch. They may not enjoy getting a very attractive appearance or very complicate functional mobile phones; the people in this group are much sensitive to the price of the phone than other groups, because they normally do not have very higher income and only got average salary. They normally are patient to wait about sales promotions in order to get good price with good deals. For this target of view, the profit margin of mobile phones targeting for this group are focused on lower price. However, with the increasing number of the mobile phones holder, this group's people are quickly growth and make more contribution to the growth of the market size. So, we cannot disregard the exist of this group. * Technology user This group's customer are normally male, high educated, the age of them are between 25-50. They are very interested to try advanced technology, and always seek new mobile phones with innovative technology and wide functions. Customers in this group are more likely try some new accessories connecting to the mobile phones and other personal digital equipment, such as ‘Is this mobile phone are good to connect to the laptop or Internet or is this mobile phone have a good camera'? 6) Promotion methods – Cross promotion Sometimes the cross-promotions that happen between different industries work so well. One company actually buys the expertise of the other and opens an outlet incorporating both. Benetton and Motorola rolled out an elegant line of pagers as â€Å"fashion accessories.† The cross-promotional partners' vision is to make the humble pager a fashion statement, with customers wearing matching clothing and pagers on their belts. Motorola persuaded Benetton to license its name and provide â€Å"creative consultation† to Motorola's paging division, which manufactures the new devices. Motorola Pagers, in colours ranging from â€Å"raspberry purple† to â€Å"buttermilk† will be advertised on Benetton models will have the United Colours of Benetton slogan stamped on them, which both gives Motorola and Benetton an advertisement, is called moving advertisement in the China. 6.1) Master card international and Motorola alliance MasterCard International and Motorola companies announced that each would commit resources in a joint effort to make m-commerce a reality for consumers worldwide. Motorola and MasterCard will collaborate on continuing research and development projects to assure interoperability between MasterCard's electronic payment systems and Motorola's wireless Internet devices and platforms. The two companies plan to develop next-generation m-commerce technologies that support the initiatives of the newly formed Global Mobile Commerce Interoperability Group (GMCIG), of which both companies are key members. The alliance also includes cooperation on a number of key initiatives to promote the benefits of m-commerce to consumers through joint marketing activities. The companies also plan to work together to adapt existing, intelligent payment systems for the mobile environment. These systems include MasterCard M/Chip(tm), its chip-based integrated credit/debit system, and Mondex(tm), MasterCard's chip-based electronic cash payment system. Motorola's alliance with MasterCard will enable Motorola to work closely with MasterCard's 22,000 member financial institutions. As a result, Motorola expects to realize continued improvements in the capabilities and functionality of its existing wireless Internet devices and platforms. Both companies also will benefit from the respective experience, leadership and brand recognition of the other – Motorola with its reputation as a global communications leader and pioneer of the wireless Internet, and MasterCard as the most widely-accepted electronic payment brand in the world and a catalyst for the development of m-commerce solutions. 7) List of stakeholders— Motorola China Manufactory & Products: Motorola have a range of products, which include pages, mobile phones, Internet and Internet access products. The integrated electronic system sector, we called them ‘IESS' in Motorola, formally as known as ACCES (automotive, computer and communication components and energy sector), consists as two parts: the energy system group (ESG) and the automotive and industrial electronics group (AIEG). ESG Tannin factory has several SMT assembly lines, with high-precision mounting capability and speed, the factory is capable of producing a wide range of PCB electronics products, to meet the requirements of customers. ESG Tianjin now produces nearly 100 types of batteries of various series for Motorola's company, V series, time port, talk about, two-way radio products and other electronic devices. The Motorola (China) factory is played an important role of Motorola's development strategy. Suppliers: Motorola have about 700 direct supplier or indirect supplier of Motorola China for total 13,000 employees. Distributors: These are the sources for companies to deliver their products throughout the market. The primary distributors are the state funded networks and the larger distributor networks throughout the China. A key government network, sponsored by china mobile, is a key network as it sells and distributes other brands. Another strong channels is companies like Cellstar and bright point which are the world's leading global providers of innovative, value – enhancing logistics services to the wireless communications industry. Another channel outlet is the smaller private exclusive distributorship agreements, which Motorola does not depend heavily on. These partner combinations are important for companies who depend on them to get their products to the ever-expanding market regions. Subscribers: By the year 2003, the Motorola mobile phone subscribes in China will reached 75 million, and the number will go up to 200 million by the year of 2004, but most of the market share will be taken by Motorola. The figure 2 is show in the growth of subscribers. Source: Temple University Customers: as I mentioned above, Motorola (China) separately with different customer user group, every group have their characteristics, we need try to carry out diverse of product design, plan and strategy for those various user group. Employees: Motorola has over 110,000 employees around the world, which Motorola (China) has about 13,000 employees, by the end of last year, Motorola (China) has about 700 managerial staff are Chinese, including about 200 female, which accounts 26% of total number. Government: China government structure plays an interesting role in the assumption that foreign companies will maintain dominance. Retailers: the retail distribution for the mobile phone is severely fragmented, but consolidating with industry growth and expansion. As mentioned previously, because of its dominant position, china mobile serves as a major distributor for mobile phone technology producers. Major department stores and retail outlets provide another key outlets for distribution. There is no one way to get products to consumers, as no one company has access to all of the markets in the nation, so providers must develop relationships with many types of outlets to gain market advantage. This is changing as the larger outlets and suppliers are buying up smaller retailers to consolidate their retail capabilities. 8) Marketing goals For the Motorola marketing goals, I think one of the most significant developments in business in recent years has been rapid growth of international activities. Exporting, foreign direct investment and sourcing of products and components abroad have expanded dramatically. Many firms enter new international markets make their company more competitively and new product growing more quickly. The market entry relates to the easy or difficultly with which a firm can become a member of a group of competing firms by producing a close substitute for the products they are offering. The firms must develop a range of products, assets, marketing strategy and management activities for the new market entered. Motorola will emphasis on facilities to make wireless telecom equipment, mobile phone handsets and semiconductors, it already told the largest investor in China electronics industry. Motorola will carries out a win -win development strategy from beginning and bring idea of taking China as its home and development base, to win the Chinese government and people's heart. Example as: with development over 15 years, Motorola has made a big success in China and been turned into a famous brand. In 2000, Motorola (China) is the leading company of 1,000 high-tech companies by china high-tech enterprise evaluation centre. In 2001, Motorola (China) was the biggest foreign import-export company in China. 8.1) Corporate goals In an effort to retake global market share, Motorola is relying on its long-standing local investments, self-expressive branding campaign, and redesigned products platforms to dominate critical emerging markets. Motorola company would continue to invest all of the proceeds of the company the company made from China in expanding production and China's accession into the world trade organization (WTO) and will sell a half of the company's products on the international market. 9) Case at Motorola pull strategy Motorola will purchase US $10.5 billion of components from the Chinese market and will export more than US $12 billion worth of commodities at 2004. Motorola will be using Japan's most popular 3D graphics technologies in its new mobile phones in an effort to claw back sales from market leader Nokia and rising star Samsung. 3D graphics are expected to be a standard feature on mobile phone handsets, especially. Just as with PCs, mobile devices will soon have separate processors for handling graphics because this eases the main processor's workload and allows more complex and better looking applications to be executed. The 3D games will pull some mobile phone users to upgrade. 9.1)) Motorola push strategy Motorola setting up a new application development centre to promote wireless data services among Chinese networks. The company plans to help local telecommunications operators link up with application developers to offer quality control, engineering and logistics support as well as sales and marketing help. Mobile phone companies worldwide are moving to set up data-oriented 3G networks to boost capacity, improve coverage areas, and offer services such as 2.4-megabit-per-second wireless broadband. The data-oriented services are also expected to help make up for plunging revenue from voice calls. 10) Example of marketing communication mix — Motorola Motorola, the world's second largest wireless phone market, held its 2003 product launch in Shanghai, China, with a line up of handsets clearly meant to appeal to buyers not just on functionality but also stylish. As Motorola has historically been perceived as engineering – driven company and its products have reflected that heritage. While that approach has yield some of the market's hall of frame products – such as the 1996 introducing of the star TAC – today's mobile handset market is increasingly focusing on the youth market, where designs that reflected their style s and ‘personal expression' are key. Motorola's product launch event in China was more that just an opportunity to release its new handsets. It was also a showcase meant to highli9ghtr the company's new mindset and marketing strategy that should help it build market share. The Motorola campaign and the 2003 product line seek to embrace that trend. The 2003 line showed off many evolutionary products, including phones with advanced colour displays, a new 3G phones, and a new technology called ‘haptics' that envelops the user in what is best described as a ‘vibration field' that differs depending on the caller. The new handsets also have a strong focus on picture messaging, with many models offering built-in cameras. The company is also keeping cost and manufacturing efficiencies in perspective. Motorola is increasingly adopting the practice of reusing the same chipset and wrapping different hardware and software ‘skin' around them to offer a different looking g product- build on products and sell it in four different ways, there by appealing to a wider range of audiences. Well, today, handsets are not only tools, there are fashion statements, and something can show with personal styles. Motorola now is appealing to there sense of style, in addition to offering advanced phone features. During that lunch, one thing is clear: this is a company that knows that brand equity and defining the brand are important factors. The 200 analysts and media who attend lunch events – every advertising surface between the airport and the hotel were covered with their ‘hello Motorola ‘ ad campaign. The product rollout was treated like a movie premier – something Motorola would never have done few years ago – featuring Motomodels, Motococktails and have course Motophones. The event clearly showed how management has completely retooled and refocused its product strategy for the better. 11) Motorola's strategy plan As Motorola kept their intimated relationship with Chinese government from the beginning of the time when they entered Chinese market, so Chinese government always is the strongest support for the Motorola (China). > The major investment focus will still be around north China's Tianjin area where it launched it production base in 1980s. It will put over two billion Yuan (à ¯Ã‚ ¿Ã‚ ½151 million) on Tianjin based Motorola (China) electronic company with in next five years. > The strategy of Motorola is not to seeking quick money returns, but also has a long-term commitment to the China market. The Motorola (China) will adhere to a principle of introducing the latest technology to Chinese market and continues operate with smooth co-operation with domestic partners in the market. The famous 2+3+3 strategy for the Motorola of Chinese operation, this strategy which include building China into a worldwide manufacturing and R&D base for the telecommunications equipment giant. It includes three new growth areas including semiconductors, broadband and digital trucking systems and three $10 billions goals through 2006. > Local sourcing is an important development rule for Motorola in China. Motorola hope takes part of China economic construction by enforcing this rule and strengthening its co-operation with Chinese enterprise. > Motorola will choosing local company supplier, helping them improving their management, enhancing efficiency and promoting quality regulation system, or even will bring them into contract with foreign regulation system. Example as: in year 2001, Motorola had a RMB13.3 billion purchase from Chinese enterprise, including RMB 3.3 billion by overseas branches of Motorola, the amount which is much high than other foreign companies in China. > For the long-standing Chinese culture and specially background (Chinese government are controlled by the communist party), so that Motorola will choose their management team locally. Example: Motorola offering a huge range of training program for their Chinese employee, by the end of 2001, Motorola has a 767 managerial employees are Chinese, which is account of 26% of the total management number. 12) Localization Knowing that consumer preference in the Chinese market is quite different from that in the US or UK market, Motorola started to localize its product development after the initial poor performance of pure ‘global' strategy. Now Motorola adapts its models to meet the specific demand form local markets rather than simply throw the current products into the market without any adjustment. The R&D centre in China successfully developed software to show the menu in Chinese and input Chinese characters. In 1999, a combination PDA/phone, which was designed by Chinese engineers, was launched in China and spread to the us and European countries. Motorola localization strategy also includes local souring. The company takes initiative in establishing relationships with local suppliers. 7 years ago, 65% of components were imported, while 69% of components are purchased locally now. Local souring brings Motorola three major benefits: lowering manufacturing cost, reducing risks from currency fluctuation, and catering to Chinese government's requirements. 13) Advertising and promotions targeted to market groups According to my analysis above, Motorola has four target customer groups, and there are four sub-brands to respectively target the 4 market segments: time port to heavy user, accompli to technology user, V. to fashion user, and talk about to social-life lovers. Different advertisings and promotions are implemented to target these 4 specific categories, which are show in below: Figure 2. Advertising and promotions targeted to market groups

Life Style Inventory Essay

As I look at my results from the Life Style Inventory my primary thinking style that I scored the highest in was the affiliative style at 83%. As I looked deeper at this style it fit me to a tee. I have always been warm and sincere because I always try to see the best in other people. My interpersonal relations with peers and subordinates alike have allowed me to be trusted and liked by others. This has helped me to be both diplomatic and tactful in my decisions as a manager. My genuine concern for people and ability to accept change easily has placed me in a leadership position many times just because I am able to listen and feel that people are more important than things. Next we will be looking at my backup personal thinking style and I had a two way tie between Self- Actualization and Humanistic- Encouraging at 75%. In the Humanistic-Encouragement thinking style I love to teach and enjoy sharing knowledge with others. I am very supportive of others and encourage others to strive for excellence and to think for themselves. As a good listener I am supportive of others and always willing to take time with people. Now with Self-Actualization I am a creative thinker and can communicate easily and very aware of my own feelings. I tend to be optimistic and realistic with my judgments and I have a high level of personal integrity. As I look at these three thinking styles I completely agree with them as my strengths. I have always been the equalizer and the manager called upon to best deal with conflict. I value my employees, focus upon perceptions, and know their needs. Honor and Integrity direct my morale fiber and I hold respect as being the most important element that people need in their lives. These styles are all important for training and developing a strong working team and have made me valued as a good leader and well thought of by my peers. When I at look at any of these thinking styles that may be limiting me I would have to turn towards Approval. I feel that I can be overly trusting too fast and too agreeable with others opinions. Whether you are overly seeking approval or accepting others values too much this style can work against you and be called being too generous to a fault. I feel that I would like to have better control upon being overly sympathetic with people. I have the ability to give people too many chances to improve or correct their behavior when in all actuality it would have been better to have cut our losses after the first counseling session failed. Giving an employee a fair chance is fine but when I go too far it can appear like favoritism or special treatment. If the employees know that you are overly sympathetic they will also play to this weakness to get out of the hot seat. The team likes you and shows approval on the surface but really they do not respect you and view you as a push over. I sometimes fight this behavior because there is a fine line between the perception of not caring and being not sympathetic enough and being overly sympathetic to a fault. I always know that you cannot please everyone as a good leader and some may even oppose you, but if upper management sees you as being too soft and overly sympathetic then you are not taking care of the business. Impact on Management Style: Planning When I think of my primary and back up styles of thinking I can see the affiliative style having me motivate my team through using praise and friendliness. This can help me in the planning phase by getting valuable input from my team through building trust and meaningful relationships that are reciprocated. This helps us to feel like a team and make informed decisions from data collected by our team and helps us to build a sound plan of action. Through self-actualization I would use my sound judgment and optimistic and realistic nature to set solid goals. When making company plans my humanistic-encouragement style would have me utilize my knowledge of the company’s needs and the teams needs to make good plans. Being a good listener also makes planning a lot easier. Organizing With my ability to develop and teach others and listening to my team while easily adapting to change I am able to better organize my team by setting SMART goals and using my communication skills to keep my team well informed. By thinking outside of the box and using my creative and original thinking skills I will be able to keep all of my team on the same page with our eye on the target of success. Leading My primary and backup styles give me an excellent leadership skillset in that I listen and set own goals, but I also understand how people feel and make sound judgments. My genuine concern for others and communication skills not only give me great leadership skills but my ability to use my intuition to read people allows for proactive decisions to be made. Perhaps it is my ability to be diplomatic and tactful and see the best in others that allows for me to be respected and well thought of as a leader. Controlling Some people use intimidation and threats to control their team but giving them respect and a sense of ownership of their job allows my coaching and development style to allow peer pressure to control our team. The ability to set common goals and encourage our team to think for themselves, gives ownership and control through respect, honor, and integrity. Never asking my team to do what I am not willing to do myself and giving them the resources and tools needed to be successful keeps the respect and lines of communication open. Genesis of Personal Style: If I was to critically evaluate what has contributed the most to my personal styles it would have to be my family and growing up in the restaurant business. Always being in the public eye and dealing with guests face to face gave me a comfort at an early age of being in front of people and taking the time to listen and enjoy people. I was in the entertainment business and learned how to set goals and run a business by watching the controllable costs and giving quality service so that our guests would return. I developed understanding, humility, confidence, and personal integrity from my family. Growing up in my community and having great friends and families really made a big difference with being sincere, warm, and open. It was sports and Boy Scouts that offered discipline, commitment, and goals to my life. From my relationships built in high school and the Navy to the relationships built in business I continue to learn and strive to improve my styles to compliment my ability to lea d. Conclusion and Reflection: As I look at my Constructive skills I see how my developments of Affiliative, Humanistic-Encouragement, and Self-Actualization styles have all contributed to my ability to be a good leader. My intuitive ability to read behavior and develop teams is second nature to me and my ability to listen and be real to my team has earned me their respect. Now my Passive and Defensive styles show me that dependent and conventional may be an area to watch out for but I felt that approval was the area that concerned me the most. Specifically it may be too easy to become overly sympathetic and this could lead to being overly generous to a fault. Looking at my Aggressive and Defensive Styles I look at oppositional and competitive styles and giving me the ability to question everything and always inspect everything before making a decision, be the best at what we do, and set the benchmark of our industry. I feel that the LSI shows us our strengths and opportunities and while we are always striving to improve our behaviors we must look at our beliefs in why we find our behavior acceptable and seek to make changes here, because in order to improve one’s behavior we must change our beliefs first. I feel that I would like to improve upon being less sympathetic and watch my procrastination by setting clear boundaries a staying to the specific rules. It is important for me not to put things off for tomorrow if I can do it today. I also would like to not get overly involved in team members personal issues that are affecting their work. This exercise helped me to look closely at how other styles can overshadow the positives of other styles and be counterproductive. This has helped me because as I see that several of my styles help me to be a good leader but now I have a better understanding on what other styles can limit my constructive styles ie, if I have a high affiliative and a high power style then I would desire to have close friendships but try to control and dominate these friendships which will result in a negative relationship. Overall this has been a great tool for my future in management and beter understanding my thinking and behavior process.

Criminology- TERM PAPER ASSIGNMENT Example | Topics and Well Written Essays - 1250 words

Criminology- ASSIGNMENT - Term Paper Example According to Clarke (1997, p 145), SCP is a crime prevention strategy in which opportunities for crime are reduced. Sacco and Kennedy (2008, p. 171) on the other hand state that SCP emphasizes the relationship between the criminal’s fear of being apprehended and the particular circumstances that surround the criminal activity This strategy targets highly specific forms of crime like domestic burglaries, burglaries at commercial places, carjacking in parking lots, kidnapping and even highly organized crimes. Measures applied in SCP involve the manipulation, management or designing the environment systematically and permanently (Clarke, 1997, p 148). Such measures make the crime seem harder to succeed, more risky and less rewarding according to Clarke (1997, p 148) and Sacco and Kennedy (2008, p. 337). They affect the target assessments carried out by potential offenders in regard to costs and benefits of committing the crime (Clarke, 1997, p 149). This makes potential offenders reconsider their plans because their ability to get away with and benefit from the crime has been challenged. Situational crime prevention also involves target hardening measures according to Clarke (1997, p 150). An example of environmental management and design that harden the target is proper surveillance in roadways and parking lots especially in new residential places. Such places are targeted more by burglars who park vehicles for transporting stolen goods in dark places near the targets. It also includes improving lighting and increasing security at most vulnerable times of the day in commercial places (Clarke, 1997, p168). Natural and techno-surveillance in potential target areas is boosted by having security personnel, and enhancing their work using closed-circuit television (CCTV) surveillance and burglary alarms according to Clarke (1997, p168). On their own, CCTVs may not lead to a reduction in crime

Corporate Social Responsibility Essay Example | Topics and Well Written Essays - 3000 words - 3

Corporate Social Responsibility - Essay Example Hence, the great economist and the founder of the Chicago school of economics, Milton Friedman’s article about social responsibility (1970) and his famous statement that â€Å"The social responsibility of business is to increase profits† needs re-examining and revaluation in light of the changed circumstances under which businesses find themselves now (Friedman, 1970). The themes around which this paper is woven are the point made above as well as the fact that businesses can no longer be content with market based solutions for societal problems in view of the fact that the ongoing global economic crisis has brought into sharp focus the inability of markets to solve the pressing problems, leave alone the minor ones. Hence, this paper argues that CSR is no longer a catchphrase or a fancy slogan but something that is both necessary and required of businesses if the 21st century is to live up to the expectations of the present generation that has been called the 21C genera tion or the â€Å"transition† generation (Martin, 2007: 80). The reason why companies must look beyond profits is also due to the peculiar situation that humanity finds itself in the second decade of the 21st century. Given the political, economic, social and environmental crises that humans as a race are confronting, corporations have a role to play since they contribute the most to the economic well being of humanity and in turn influence the political and social trends (O’Riordan & Fairbrass, 2008: 752). Friedman’s article was written at a time when the world was still largely black and white and the multicoloured hues that make up the business landscape and which confront the world in all their complexity were yet to be manifest (Kennedy, 2001: 56). Hence, Friedman’s injunction about the business of businesses is to make profits seems a bit outdated given the fact that the critical problems facing humanity today

An Account of the Retail Manager's Duties Essay

An Account of the Retail Manager's Duties - Essay Example Some businesses find it very hard to register high number of sales. This usually results in losses to the business or profits that are not exactly up to the levels that had been set previously. Such sales are recorded as very low returns by the businesses and thus this may result in the business closing down. When a business is recording such low returns in the sales that it is making, it is said to be under-achieving (Cox & Britain, 2004). The Retail Manager’s Account in Context Under-achieving businesses are usually in a gradual process towards witnessing a major downfall. It something is not done about these businesses, the levels of the losses that are incurred are set to continue affecting the running of the business. For a small chain store such the one I am managing, the under-achieving sales are very dangerous. This might actually result in the eventual closure of the business as a result of poor sales (Taleo.net, 2012). These poor sales are usually witnessed because o f the poor marketing that is being done by the store. In order to increase the sales of a business, it is important that the consumers are made aware of the products that the business is selling or the services that it is offering. This way, the consumers will be more knowledgeable about these products and thus their purchases will increase the sales of the business. For my store, there are a number of factors that have played a role in causing it to become an underachieving store. This position of the store is not just as a result of a single factor. The store has got a number of issues that it is facing. These issues are very crucial and affect the sales recorded at the store. One of the major factors affecting the store is the number of staff and their payroll costs. Much as the store is a small chain, the number of employees at this store is not up to the required figures. It is important that these members of staff be in the required number in order for them to work efficiently (Cox & Britain, 2004). The current number of members if staff in the stories less than the required number. Thus, the business activities in the store have been slowed down. Clients and customers are not getting the necessary services on time and this puts most of them off. Another issue that needs to be dealt with in my store is the sales plan. Looking at the reports indicating the achieved sales, it is clear that the store needs to improve on the sales plan. The strategies put in place are not giving the required feedback to the store. The sales plan is a very important and key factor in improving the sales witnessed by a business. It is this strategies that lay down the ways through which businesses can actually attract new clients and also be able to retain the previous ones. The sales plan also gives the management of the business an idea of how it should control its marketing and the areas where it needs to pay a lot of attention in. this is important for any business in orde r to give it a sense of direction. For the store under my management, the sales plan needs to be improvised if at all an increase in profits is going to be witnessed. This is one area that I have to put a lot of concentration in (Stanley, 1999). Key Performance Indicators for Improving the Business In order to improve the sales of an underachieving business, it is very important to

Biology (plant and people)- research proposal Example | Topics and Well Written Essays - 750 words

Biology (plant and people)- - Research Proposal Example The corn’s high yield-per-hectare increased the available food supply, which contributed to the increase in the population especially among corn-growing areas. La Fleur, J. D. (2012). Fusion foodways of africa's gold coast in the atlantic era. Leiden: Brill. La Fleur provides a history on how corn became popular during the 1500’s and beyond in the African continent. African farmers were able to experiment planting and breeding corn sourced from Portuguese outposts, using techniques similar to growing local grains such as sorghum. The corn responded well after being planted during the rainy season, and the farmers were able to successfully harvest a lot during the end of the rainy season. Aside from the experimentations in breeding corn, the local folk also tested several methods of processing corn and creating novel dishes. The excitement from breeding various varieties of corn as well as in experimenting with different methods of preparing the crop helped it gain wide acceptance among many people within Africa. Maddison, A. (2007). Contours of the world economy 1-2030 AD: essays in macro-economic history. New York: Oxford University Press. Maddison describes how maize was introduced into the African continent, which is mainly via the slave trade routes by Portuguese colonizers. During the 1500’s, early introductions of European crops into the African continent proved futile, mainly due to the poor and uncultivated soils in areas where colonies were first established. Since most of the local folk were hunter-gatherers, the soils were unfit for planting most European-sourced crops. However, with the expansion of the slave-trade by Portugal in Africa as well as discovering and conquering other areas within the New World, there was an increase in the influx of various items across three separate geological regions. As Portugal brought Christianity from the mainland to the South Americans, corn was later exported from the Americas and into Afri ca, and from Africa came the slaves, which were sold to Europeans, thus completing a cycle of imports and exports from the countries under control. McCann, J. (2005). Maize and grace: africa's encounter with a new world crop, 1500-2000. Harvard University Press. The author discusses the natural characteristics of corn that made it widely popular in Africa despite its cultural diversity. First, the sub-tropical and mid-altitude locations of most areas were corn was first introduced were fairly similar to where maize came from, which contributed to the vigorous growth of the crop and fairly high yields. Second, it can be planted as an intercrop along with other kinds of food sources. Thirdly, corn as a crop is easy to transport to other places due to some â€Å"floury† varieties as well as the numerous husks covering the cob. Lastly, corn kernels greatly-resembled locally-grown sorghum, and this gave farmers and local folk ideas on how to prepare harvested corn for their dishes . Warman, A. (2003). Corn and capitalism: how a botanical bastard grew to global dominance. University of North Carolina Press. The flexibility of corn in being used for a variety of food stuffs lead to its acceptability, and is discussed by the author in this book. It is a fact that corn was a crop that was the product of multiple cross-breeding by humans for

Marketing Services Versus Products Assignment Example | Topics and Well Written Essays - 500 words

Marketing Services Versus Products - Assignment Example In terms of similarities, the marketing of both products and services require the presence of a market segment. A market segment is that specific group of people with the same line of needs that the marketer tries to satisfy (Perreault Jr., Cannon & McCarthy (2014). According, whether a company is marketing a product or a service, it is important to have a specific market segment that the product or service is prepared for. Another similarity is with the use of strategic option. A strategic option is a specialized approach used by companies to gain competitive advantage over their competitors (Fill, 2002). Kotler & Keller (2012) emphasized that both those in the product sector and those in the service sector have need for strategic options that ensures that they are able to gain competitive advantage within the market segment. The third similarity has to do with the use of a marketing mix. Whether a company is marketing a product or a service, Perreault Jr., Cannon & McCarthy (2014) stressed that using the marketing mix, which are commonly identified as product or service, place, promotion, and price all become applicable. Regardless of the similarities identified above, there are some times that differences are identified when marketing products from services. One such difference has to do with the output of what is marketed to customers. This is because whiles the output of products are tangible, the output of services are abstract or intangible (Kvesic, 2008). What this means is that the actual things that marketers sell to customers as products can be seen, felt and handled but those that are marketed as services cannot be seen or handled. A typical example of a product is a car, while banking is an example of a service. The second difference is seen in terms of branding. The difference in branding can however be associated with the differences in outputs of products and services. Kvesic (2008) explained that whereas the use

Sneak up dance song for native American Essay Example | Topics and Well Written Essays - 500 words

Sneak up dance song for native American - Essay Example The third version is the enactment of a warrior in battle, who searches for a wounded friend, finds him and brings him to safety. The sneak-up dance or scout dance is performed only by men. The accompanying songs support the theme of the dance and help to teach young boys how to surprise prey or an enemy. Thesis Statement: The purpose of this paper is to investigate the traditional Sneak-Up dance and songs that are unique to the Native Americans. The Sneak-Up Dance and Song The Europeans colonizing the North American continent forcefully dispersed native American groups from their original homelands to reservations or cities. This dispersal endangered many traditional rituals, dances and ceremonies of native Indians. Drumming and singing ensembles of native Americans include leader-chorus songs, unison chorus songs, and multipart songs. A singer must have a strong, wide-ranging voice and the ability to sing with others. Native American songs as well as a variety of musical instrument s including different types of rattles serve to complete the dances. However, the most important instrument is the drum for the majority of native Americans. â€Å"Every native culture has its own varied and distinctive ways of making music† (Birchfield 416). While native language carries the melody in some songs, other songs use vowel sounds such as ya, hey, hi, and lay.

Website Improvement of www.easycar.com Essay Example | Topics and Well Written Essays - 500 words

Website Improvement of www.easycar.com - Essay Example From vans to luxury cars the online car rental operates in 60 different countries. The website can be more colorful and trendy, a darker color would suit the website much more rather than orange for example a combination of black with maroon. The website is difficult to access through slower internet connections because it’s resource heavy. Another point that would make a negative impact on the viewer is the clustered written material present on the web pages, a simple solution is to divide the content on more web pages. Another more feasible, interactive and innovative way would be to study the type of customers that are generating the most traffic on the website and then make a home page that gives the user an option to select his or her type and then the selected option would lead the viewer to his desired web page. This would not only lighten the resource weight but would also make the website matter specific making the website much easier to use. The book now and pay late r is a very innovative offer that is being given to the user hence it should be promoted in a better and more effective way, a separate web page can be assigned to this section. The category of prestige cars can be further divided into SUVs, sports and luxury cars, making the website more specific in terms of car selection. The prestige car section should have more details and attributes of the cars available mainly because of two reasons. Firstly the cars are expensive and it would be much better that a customer selects exactly what he or she wants, secondly the car specifics and attributes would invite more people to view the website. All this would eventually result in improving customer satisfaction. Another new feature that would make the website more interactive and innovative can be added by the name of car comparison. This would not only enable the user to compare cars to help him or her in analyzing the cars more effectively

Economic and Social Factors that Affected the Slavery of the South Essay Example for Free

Economic and Social Factors that Affected the Slavery of the South Essay Slavery had been one of the most controversial and important issues in the history of the United States. The distinction between the whites and the African American slaves could be rooted way back in the past events of the country even when the United States was still under the British rule. Because of this, the turn of events in the country is also related with slavery. The changes in the social and economic factors of the country greatly influenced the situation of slavery in the south. The desire for independence by the Americans has been the primary motivating factor that droved the social changes in the country. However, slavery was regarded as the biggest irony in America’s battle for freedom because their existence is a clear proof that the idea of liberty is more of a privilege rather than an inherent and equal right for all. This is proven by the fact that during the revolution, slavery was already considered as part of the old institution in America. Slavery was present in every colony and became the basis for the economy and social structure from Maryland southward. At the very least, 40 percent of Virginia’s population and at even higher numbers in Georgia and South Carolina had been slaves (Foner 230). Being the case, slavery created a huge impact in the south because their source of living and there very lifestyle have been dependent upon the work that slaves give. This is also the reason that the initiatives to abolish slavery greatly threatened the south. In 1840s, the expansion to the west played an important role as it moved slavery in the center of American politics. The depression that started in 1837 paved the way for the large migration of settlers in further west. The years between 1840 and 1845, about 5,000 emigrants traveled the 2,000 mile journey by wagon train to Oregon. The settlement of some Americans in Oregon perpetuated the southern attitude of patronizing slaves since some of them brought their slaves with them. Nevertheless, the settlement in Oregon is not the main reason for the emergence of the issue of slavery; rather the nation’s acquisition of Mexico caused it. The primary part of Mexico that was settled by a substantial number of Americans was Texas. This could be attributed from the fact that the Mexican government allowed Moses Austin, a farmer born in Connecticut, to permit the Americans to colonize it. In 1820, Austin received a large land grant, which he sells in small portions to Americans settlers. The issue of slavery arises because Mexico already abolished slavery. In April 1836, Sam Houston and his forces defeated the army of Santa Anna, which brought about the independence of Texas. The interest of the South was triggered by this event because they believed that including Texas in the Union and even dividing it to several states could increase their power in the Congress (Foner 465-466). The Compromise of 1850 was created in order to maintain peace within the Union. This helped the south in the sense that the compromise still allows the slavery and only abolished slave trade. The Compromise also left the white inhabitants in the territories of Mexico to decide whether they will continue with slavery or not. In the same manner, the Fugitive Slave Act also aided the south in capturing run-away slaves without the interference of local authorities. Southern leaders support measures that sent federal agents to states in the north in order to capture fugitives. It is also regarded that the Fugitive Slave Act is an example of how the government abided by the interests of the south (Foner 477-479). However, the Fugitive Slave Act also made many people especially from the North realize that this kind of law infringes upon the rights of the citizens as well as of the state. Being the case, this started the changes in the concept of state’s right. The leadership of Stephen A. Douglas helped the states to resolve its dispute regarding the issue of slavery. He hoped to solve the dispute among the northerners and southerners in Congress by applying the principle of popular sovereignty. Sovereignty would allow the local settlers of every state to vote whether they are in favor of slavery or not instead of the Congress. Douglas deemed that popular sovereignty symbolizes the idea of local self-government and it also created a middle ground between the North and South (Foner 479-480). The discussions above show that the underlying concern of the southern sector is to protect their interests. They were very keen in acquiring the necessary power in Congress in order for them to prevent the abolition of slavery, wherein they are greatly dependent upon in terms of their means of income and the overall development of their agricultural sector. Because of this, they are very vigilant of the social and economic changes that are happening in the country in order to make sure that their stakes and interests are safeguarded. Work Cited Foner, Eric. Give Me Liberty: An American History. New York: W. W. Norton and Company, 2007.

The Usage Of Wireshark Computer Science Essay

The Usage Of Wireshark Computer Science Essay This document explains the usage of WIRESHARK, its mechanism, its detailed evaluation and demonstration. The main objective behind this report is to operate Wireshark with its powerful features, what are the limitations / Weaknesses. This document also describes the main purpose of Wireshark along with its benefits and disadvantages in a network. Finally the steps that are required to safeguard the system by using Wireshark are also dealt. Table of Contents Overview †¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Mechanism of Wireshark †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Demonstration and Evaluation .†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Limitations / Weaknesses .†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15 Steps to Protect System †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15 Literature Review †¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 16 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 1. Overview: Wireshark is a great piece of free open source software for network monitoring and it is a fantastic packet sniffer. It was created by Gerald Combs a computer science graduate during his education period. In late 1990s it was known as Ethereal which was used to capture and analyse packets. However in 2006 summer due to some trademark and legal issues it was renamed to WIRESHARK. Wireshark interactively examines and investigates data from http requests, Cookies, Forms, Ethernet, Token-Ring, FDDI, live network, or a captured file. It can easily decipher data and displays it as clear as possible. It does contain some powerful features like TCP Stream which allows viewing reconstructed stream of TCP session and it also has the capability to monitor UDP and SSL streams. In the same way it allows number of protocols and media types. Wireshark uses plug-ins to eliminate new protocols. It is based on libpcap tool. Tethereal is a tcpdump like console which is included in it. It is capable of performing live capture of network packets, offline network analysis and VoIP analysis. It is also used as protocol analysis tool. Wireshark is cross platform, easy to download and install. It comfortably runs on UNIX (NetBSD, OpenBSD, Apple Mac OS X, etc.), LINUX (Dedian, Ubuntu, Slackware, etc.), Windows (Xp, Vista, 7, etc.). Wireshark is very similar to tcp dump and it can also work with GUI. It can be executed in tty mode by using Tshark as a command line tool. It can also access packets captured from other sniffers such as Wild Packets, Visual Networks Visual UpTime, Snoop, Network General Sniffer, Microsoft Network Monitor, tcp dump, CA NetMaster and many other. Users can create personalized filter strings to attain granular level of configuration. Wireshark is a top rated packet sniffer. The best powerful feature of Wireshark is tracking, detecting and decoding data by using enormous array of display filters, which allows user to extract the exact traffic required. It has a standard built in three-pane packet browser. Various protocols like Kerberos, WEP, IPsec and WPA are supported for decryption. Colori ng rules is one of the best features that applied for quick and intuitive analysis of packet list. The captured data packets can be saved to disk and that can be exported to various formats such as plain text, xml, or CSV. In a network Wireshark enables to access different Protocol Data Units as it understands number of networking protocols. The Basic part of Wireshark software is pcap tool, but when dealt withnwindows operating systems it is known as Wincap which allows Wireshark to run on the system. Promiscuous Mode is a main feature of Wireshark which allows capturing packets across the network. It works in promiscuous mode by Network Interface Card (NIC). The network administrator must either place the correct precautions or sniffers like Wireshark which poses several security threats that traverse across a network. Because of those threats Virtual Local Network uses some reliable protocols like Secure Shell (SSH), Secure Socket Layer (SSL), and Transport Layer (TLS). 2. Mechanism of Wireshark: Wireshark is a preinstalled tool used in many Linux distributions. However in Backtrack it is a preinstalled and can be used directly from the start menu/ All Applications/ Internet / Wireshark. The main purpose of this network analyser is to capture data packets. Wireshark grabs data packets for every single request between the host and server. Now a days technology is like a Gun, much more sophisticated as it can use for both good and evil. Wireshark has number of advantages, for instance, network administrators use it for trouble shooting network problems. Security engineers use it for examining the security problems in a network. Developers use it very often for debugging protocol implementations. Most of the folks use it to learn network protocols. Wireshark can measure data in a perfect manner but it cannot manipulate data. The following illustration describes the Wireshark function blocks: Wireshark function blocks. Source: http://www.wireshark.org/docs/wsdg_html_chunked/ChWorksOverview.html GTK 1/2: GTK handles all the requests (i.e) input/output for windows and it does contain source code in gtk folder. Core: The main core glue code holds the extra blocks together in which the source code is available in root folder. Epan: Epan means Ethereal Packet Analyser, it is a data packets analysing engine. It consists of Protocol Tree, Dissectors, Plugins and vast number of display filters. Source code for EPAN is available in epan folder. Protocol Tree holds the protocol information of the captured packets. Dissectors consist of number of protocol dissectors in epan/dissectors directory. Some protocol dissectors can be executed as plugins to eliminate new protocols where as its source code is available in plugins. Display Filters can be found in epan/dfilter directory and these are also display filter engine. Wiretap: The wiretap is a library which is mainly used to read and write captured packets to libpcap and other file formats on harddisk. Source code is available in wiretap directory. Capture: Capture is an engine which has captured data. It holds captured libraries which are platform independent. As a result Wireshark has number of display and capture filters. Builtbot: The Buildbot automatically reconstructs Wireshark for the changes occurred in repositories source code and brings up some problematic changes. It provides up to date binary packages. It is helpful for bugfix and fuzz test and it also shows problems which are very hard to find. Buitbot can create binary package and source package. It can also run regression tests. 3. Demonstration and Evaluation: Capturing Packets: After logging in to Wireshark Network Analyses, click on Capture then select Interfaces as shown in Fig 1. Select the required interface to capture packets. Every interface will be provided with Start and Options as in Fig 2. Start allows capturing data and Options button allow configuring the options in the interface as shown in Fig 3. Fig 1 C:UsersNarenDesktop1.png Fig 2 C:UsersNarenDocumentsNarenStudy PlaceBack UpNarenWireshark1 (3).png Fig 3 C:UsersNarenDesktop3.png Capture packets in promiscuous mode: This option lets the adaptor to capture packets not only within system but also across the network but network administrator can know about this. Limit each packet to: This option limits the maximum number of bytes to capture from each and every packet. The size includes the link layer header and other subsequent headers, so this option is generally left unset to get full frames. Capture Filters and Capture File: Capture Filters allow only specific type of protocols to enter so that it reduces amount of packets to capture. Capture File allows a file from the system to save the captured traffic. Wireshark by default uses temporary files and memory to capture traffic. Multiple files: This option stores captured data to number of files instead of a single file. When Wireshark needs to capture for a long time this option is useful. The generated file name consists of an incrementing number with the creation time captured data. Stop Capture: This option allows Wireshark to stop capturing after the given number of packets has been captured. Display Options: Update list of packets in real time option saves captured files immediately to the main screen but it slows down the capture process and packet drops can be appeared. Automatic scrolling in live capture automatically allows Wireshark to scroll the packet list (i.e.) the latest captured data. This option will work when update list of packets in real time is enable. Hide capture info dialog is to hide the information while capturing. It is better to disable this option to understand packets being captured from each protocol. Name Resolution: Enable MAC name resolution is to perform the mac layer name resolution by enabling it while capturing data. Enable network name resolution performs the network layer name resolution. It is better to disable this because Wireshark issues DNS quires to resolve IP protocols. Enable transport name resolution this attempts Wireshark to perform transport layer transport name resolution. Data can be captured with (fig3) or without (fig2) configuration the options. Click in start button to start the capturing packets. But it is better to keep the browser ready before starting the capture. Now generate some traffic and that will be captured by Wireshark. Fig 4 This was the traffic generated at that instance C:UsersNarenDocumentsNarenStudy PlaceBack UpNarenWireshark1 (4).png Fig 5 This was the traffic captured and it has many protocols like TCP, HTTP and TLSv1 etc. C:UsersNarenDocumentsNarenStudy PlaceBack UpNarenWireshark1 (5).png As shown in below fig 6, 7 protocols can be filtered by using Filter or Expression. Filters can directly sort out after typing the required addresses. But coming to Expression user must select the required addresses from the field name. Finally click Apply button on main screen, then only it will be filtered. Fig 6 C:UsersNarenDocumentsNarenStudy PlaceBack UpNarenWireshark1 (6).PNG Fig 7 The following Fig 8, Fig 9 shows the filtered HTTP addresses Fig 8 Fig 9 Wireshark grabs data for each and every request between the host and server. Traffic can also be sorted by clicking on Protocol, Time, Source and Destination. But in above Fig 9 it was filtered by using Expression. In the above Fig 9 (774 http GET) address was selected and then Wireshark displayed Frame Number, Ethernet, Internet Protocol, Hypertext Transfer Protocol and few more. Among Hypertext Transfer Protocol is very important because it consists of the following data. GET /webapps/SHU-pmt-bb†¦../bullets†¦Ã¢â‚¬ ¦ Host: shuspace.shu.ac.ukrn User Agent: Mozilla/†¦.. It provides some more details like Accept, Accept Language and few more as shown in Fig 9. In Fig 10 there is column at last which consists of hard cipher. Data like user id, password and cookies etc. will be embedded in that cipher. To view that data simply click on Analyze and next click Follow TCP Stream as shown in Fig 11. Fig 10 Fig 11 The above picture shows all the details in the captured data. The data in the Fig 11 doesnt contain user id and password because it was not login page. If it is the login page means here itself the user id and password will be displayed. Wireshark can also grab data from forms and examine cookies. Wireshark has so many options like start capture, stop capture restart live capture and save capture etc. Fig 12 and 13 shows how the captured data can be saved. It also shows the number of packets selected and captured by it. Wireshark can reuse that data for further investigation. It allows adding a new capture type to libpcap. When Tap interface is added to Wireshark, it can produce protocol statistics. Fig 12 Fig 13 4. Limitations / Weaknesses: Some sniffers have the best feature, metrics of network traffic can be counted without storing captured packets because some host may have tremendous amount of traffic and required to monitor for a long time without causing conflicts like inbound or outbound traffic. Bounce diagrams are very helpful to view TCP traffic but in Wireshark TCP Tap listener must be included to draw bounce diagrams. If Wireshark allows pair of Ethernet interfaces then it will be easy to test network latency. When comparing captures manually it is better to include SHA1, CRC and MD5 on protocols so that packet corruption can be eliminated. Wireshark required adding automatic update feature to Win32 for every month to update security features. Properties of the last used interface (MAC and IP etc.) must be made available so that it is easy to use variables. Wireshark must be able to capture an interface which is not in existence presently so that it can start capturing immediately after creating of that preferred interface and similarly to capture from USB and FireWire on platforms which are supported. It must also have a compressor to compress data while writing to harddisk. In recent times Wireshark was becoming popular in security bulletins because of several security related bugs. Protecting the system: Network administrators use Wireshark for troubleshooting the network problems. Protocol examination is a procedure used to notice in a real time. The raw data sent across the network interface is helpful for network arrangement and troubleshooting. Wireshark is used to monitoring distributed application and that monitored data can be used for detecting errors so performance will be improved. It is mainly used for examining the security problems and debugging protocol implementations. Easy to access and learn TCPIP protocols, MAC frame, IP datagram. Dag cards are specialised network monitoring cards. Multi-threading allows the capturing and also speedup the application by reducing the response time. The captured data can be used in any way depends on the persons goal. Sniffers are designed to solve network problems but in same they are malicious. It is very hard to identify sniffer because of passiveness, alternatively there are some way to detect by ARP detection technique, RTT detection and some more like SNMP monitoring. 6. Literature Review: 7. Conclusion: This report explains the operation of Wireshark Network Analyser with clear demonstration. Initially report describes the overview and outstanding features of Wireshark like TCP Steam, Promiscous Mode, TethereaI, Plugins, Three-Pane, PDU, NIC and cross platform working etc. In mechanism illustrated the internal function blocks, Interfaces and Packages of Wireshark. Next in demonstration part capturing procedure steps, configuration options and filters are described with graphical representation. This report mainly focuses on how Wireshark grabs data packets from the network and why it is the best among all the sniffers. Lastly some of the limitations/weaknesses that are present in Wireshark. The main objective of this assignment was to complete the Systems and Application Security module in ISS Masters and get idea of all the applications regarding to security stream. In particular, I would like to state that the assignment helped a lot to learn about all the options in Wireshark. Finally I thank Mr Neil for giving me this chance to explore my knowledge.