Importance of Discrete Mathematics in Computer Science

Importance of Discrete Mathematics in Computer Science Computer science is the study of problems, problem solving and the solutions that come out of the problem solving process, B. Miller and D. Ranum (2013). A computer scientist goal is to develop an algorithm, a step by step list of instructions in solving a problem. Algorithms are finite processes that if followed will solve the problem Discrete mathematics is concerned with structures which take on a discrete value often infinite in nature. Just as the real-number system plays a crucial role in continuous mathematics, integers are the cornerstone in discrete mathematics. Discrete mathematics provides excellent modelling tools for analysing real-world phenomena that varies in one state or another and is a vital tool used in a wide range of applications, from computers to telephone call routing and from personnel assignments to genetics, E.R. Scheinerman (2000) cited in W. J. Rapaport 2013). The difference between discrete mathematics and other disciplines is the basic foundation on proof as its modus operandi for determining truth, whereas science for example, relies on carefully analysed experience. According to J. Barwise and J. Etchemendy, (2000), a proof is any reasoned argument accepted as such by other mathematicians. Discrete mathematics is the background behind many computer operations (A. Purkiss 2014, slide 2) and is therefore essential in computer science. According to the National Council of Teachers of Mathematics (2000), discrete mathematics is an essential part of the educational curriculum (Principles and Standards for School Mathematics, p. 31). K. H Rosen (2012) cites several important reasons for studying discrete mathematics including the ability to comprehend mathematical arguments. In addition he argues discrete mathematics is the gateway to advanced courses in mathematical sciences. This essay will discuss the importance of discrete mathematics in computer science. Furthermore, it will attempt to provide an understanding of important related mathematical concepts and demonstrate with evidence based research why these concepts are essential in computer science. The essay will be divided into sections. Section one will define and discuss the importance of discrete mathematics. The second section will focus on and discuss discrete structures and relationships with objects. The set theory would be used as an example and will give a brief understanding of the concept. The third section will highlight the importance of mathematical reasoning. Finally, the essay will conclude with an overview of why discrete mathematics is essential in computer science. Discrete Mathematics According to K. H. Rosen, (2012) discrete mathematics has more than one purpose but more importantly it equips computer science students with logical and mathematical skills. Discrete mathematics is the study of mathematics that underpins computer science, with a focus on discrete structures, for example, graphs, trees and networks, K H Rosen (2012). It is a contemporary field of mathematics widely used in business and industry. Often referred to as the mathematics of computers, or the mathematics used to optimize finite systems (Core-Plus Mathematics Project 2014). It is an important part of the high school mathematics curriculum. Discreet mathematics is a branch of mathematics dealing with objects that can assume only distinct separated values (mathworld wolfram.com). Discrete mathematics is used in contrast with continuous mathematics, a branch of mathematics dealing with objects that can vary smoothly including calculus (mathworld wolfram.com). Discrete mathematics includes graph theory, theory of computation, congruences and recurrence relations to name but a few of its associated topics (mathworld wolfram.com). Discrete mathematics deals with discrete objects which are separated from each other. Examples of discrete objects include integers, and rational numbers. A discrete object has known and definable boundaries which allows the beginning and the end to be easily identified. Other examples of discrete objects include buildings, lakes, cars and people. For many objects, their boundaries can be represented and modelled as either continuous or discrete, (Discrete and Continuous Data, 2008). A major reason discrete mathematics is essential for the computer scientist, is, it allows handling of infinity or large quantity and indefiniteness and the results from formal approaches are reusable. Discrete Structures To understand discrete mathematics a student must have a firm understanding of how to work with discrete structures. These discrete structures are abstract mathematical structures used to represent discrete objects and relationships between these objects. The discrete objects include sets, relations, permutations and graphs. Many important discrete structures are built using sets which are collections of objects K H Rosen (2012). Sets As stated by Cantor (1895: 282) cited in J. L. Bell (1998) a set is a collection of definite, well- differentiated objects. K. H Rosen (2012) states discrete structures are built using sets, which are collections of objects used extensively in counting problems; relations, sets of ordered pairs that represent relationships between objects, graphs, sets of vertices and edges that connect vertices and edges that connect vertices; and finite state machines, used to model computing machines. Sets are used to group objects together and often have similar properties. For example, all employees working for the same organisation make up a set. Furthermore those employees who work in the accounts department form a set that can be obtained by taking the elements common to the first two collections. A set is an unordered collection of objects, called elements or members of the set. A set is said to contain its elements. To denote that a is an element of the set A, we write a â‚ ¬ A. For example the set O of odd positive integers less than 10 can be expressed by O = {1, 3, 5, 7, 9}. Another example is, {x |1 ≠¤ x ≠¤ 2 and x is a real number.} represents the set of real numbers between 1 and 2 and {x | x is the square of an integer and x ≠¤ 100} represents the set {0. 1, 4, 9, 16, 25, 36, 49, 64, 81, 100}, (www.cs.odu.edu). Mathematical Reasoning Logic is the science for reasoning, Copi, (1971) and a collection of rules used in carrying out logical reasoning. The foundation for logic was laid down by the British mathematician George Boole. Logic is the basis of all mathematical reasoning and of all automated reasoning. It has practical applications to the design of computing machines, to the specification of systems, to artificial intelligence, to computer programming, to programming languages and to other areas of computer science, K H Rosen, (2012 page 1). Mathematical logic, starts with developing an abstract model of the process of reasoning in mathematics, D. W. Kucker page 1. Following the development of an abstract model a study of the model to determine some of its properties is necessary. The aim of logic in computer science is to develop languages to model the situations we encounter as computer science professionals, in such a way that we can reason about them formally. Reasoning about situations means constructing arguments about them; we want to do this formally, so that the arguments are valid and can be defended rigorously, or executed on a machine. In understanding mathematics we must understand what makes a correct mathematical argument, that is, a proof. As stated by C. Rota (1997) a proof is a sequence of steps which leads to the desired conclusion Proofs are used to verify that computer programs produce the correct result, to establish the security of a system and to create artificial intelligence. Logic is interested in true or false statements and how the truth or falsehood of a statement can be determined from other statements (www.cs.odu.edu). Logic is represented by symbols to represent arbitrary statements. For example the following statements are propositions â€Å"grass is green† and â€Å"2 + 2 = 5†. The first proposition has a truth value of â€Å"true† and the second â€Å"false†. According to S. Waner and S. R Constenoble (1996) a proposition is any declarative sentence which is either true or false. Many in the computing community have expressed the view that logic is an essential topic in the field of computer science (e.g., Galton, 1992; Gibbs Tucker, 1986; Sperschneider Antoniou, 1991). There has also been concern that the introduction of logic to computer science students has been and is being neglected (e.g., Dijkstra, 1989; Gries, 1990). In their article â€Å"A review of several programs for the teaching of logic†, Goldson, Reeves and Bornat (1993) stated: There has been an explosion of interest in the use of logic in computer science in recent years. This is in part due to theoretical developments within academic computer science and in part due to the recent popularity of Formal Methods amongst software engineers. There is now a widespread and growing recognition that formal techniques are central to the subject and that a good grasp of them is essential for a practising computer scientist. (p. 373). In his paper â€Å"The central role of mathematical logic in computer science†, Myers (1990) provided an extensive list of topics that demonstrate the importance of logic to many core areas in computer science and despite the fact that many of the topics in Myers list are more advanced than would be covered in a typical undergraduate program, the full list of topics covers much of the breadth and depth of the curriculum guidelines for computer science, Tucker (1990). The model program report (IEEE, 1983) described discrete mathematics as a subject area of mathematics that is crucial to computer science and engineering. The discrete mathematics course was to be a pre or co requisite of all 13 core subject areas except Fundamentals of Computing which had no pre requisites. However in Shaw’s (1985) opinion the IEEE program was strong mathematically but disappointing due to a heavy bias toward hardware and its failure to expose basic connections between hardware and software. In more recent years a task force had been set up to deve lop computer science curricula with the creation of a document known as the Denning Report, (Denning, 1989). The report became instrumental in developing computer science curriculum. In a discussion of the vital role of mathematics in the computing curriculum, the committee stated, mathematical maturity, as commonly attained through logically rigorous mathematics courses is essential to successful mastery of several fundamental topics in computing, (Tucker, 1990, p.27). It is generally agreed that students in undergraduate computer science programs should have a strong basis in mathematics and attempts to recommend which mathematics courses should be required, the number of mathematics courses and when the courses should be taken have been the source of much controversy (Berztiss, 1987; Dijkstra, 1989; Gries, 1990; Ralston and Shaw, 1980; Saiedian 1992). A central theme in the controversy within the computer science community has been the course discrete mathematics. In 1989, the Mathematical Association of America published a report about discrete mathematics at the undergraduate level (Ralston, 1989). The report made some recommendations including offering discrete mathematics courses with greater emphasis on problem solving and symbolic reasoning (Ralston, 1989; Myers, 1990). Conclusion The paper discussed the importance of discrete mathematics in computer science and its significance as a skill for the aspiring computer scientist. In addition some examples of this were highlighted including its usefulness in modelling tools to analyse real world events. This includes its wide range of applications such as computers, telephones, and other scientific phenomena. The next section looked at discrete structures as a concept of abstract mathematical structures and the development of set theory a sub topic within discrete mathematics. The essay concluded with a literature review of evidence based research in mathematical reasoning where various views and opinions of researchers, academics and other stakeholders were discussed and explored. The review makes clear of the overwhelming significance and evidence stacked in favour for students of computer science courses embarking on discrete mathematics. Overall, it is generally clear that pursuit of a computer science course w ould most definitely need the associated attributes in logical thinking skills, problem solving skills and a thorough understanding of the concepts. In addition the review included views of an increased interest in the use of logic in computer science in recent years. Furthermore formal techniques have been acknowledged and attributed as central to the subject of discrete mathematics in recent years. References A. Purkiss 2014, Lecture 1: Course Introduction and Numerical Representation, Birkbeck University. B. Miller and D. Ranum 2013. Problem Solving with Algorithms and Data Structures: accessed on [18.01.15] Berztiss, A. (1987). A mathematically focused curriculum for computer science. Communications of the ACM, 30 (5), 356–365. Copi, I. M. (1979). Symbolic Logic (5th ed.). New York: Macmillan Core-Plus Mathematics Project 2014: Discrete Mathematics available at http://www.wmich.edu/cpmp/parentresource/discrete.html [accessed on 25.01.14] 6. D W Kucker Notes on Mathematical Logic; University of Maryland, College Park. Available at http://www.math.umd.edu/~dkueker/712.pdf Accessed on [24.01.15] Denning, P. J. (chair). (1989). Computing as a discipline. Communications of the ACM, 32 (1), 9–23. Dijkstra, E. W. (1989). On the cruelty of really teaching computing science. Communications of the ACM, 32 (12), 1398–1404. Discrete and Continuous Data, (2008). Environmental Systems Research Institute, Inc. Available at http://webhelp.esri.com/arcgisdesktop/9.2/index.cfm?TopicName=Discrete%20and%20continuous%20data [accessed on 18.01.15]. Discrete Structures (2010) available at http://www.cs.odu.edu/~toida/nerzic/content/schedule/schedule.html#day3 [accessed on 25.01.15] Edward R. Scheinerman (2000), Mathematics, A Discrete Introduction (Brooks/Cole, Pacific Grove, CA, 2000): xvii–xviii. Cited in W. J. Rapaport (2013). Discrete Structures. What is Discrete Maths? available from http://www.cse.buffalo.edu/~rapaport/191/whatisdiscmath.html-20130629 accessed on [25.01.2015] Galton, A. (1992). Logic as a Formal Method. The Computer Journal 35 (5), 431–440 Gibbs, N. E., Tucker, A. B. (1986). A model curriculum for a liberal arts degree in computer science. Communications of the ACM 29 (3), 202–210 Goldson, D., Reeves, S., Bornat, R. (1993). A review of several programs for the teaching of logic. The Computer Journal, 36 (4), 373–386. Gries, D. (1990). Calculation and discrimination: A more effective curriculum. Communications of the ACM. 34 (3). 44–55. 16. http://www.cs.odu.edu/~toida/nerzic/content/intro2discrete/intro2discrete.html : Introduction to Discrete Structures What’s and Whys IEEE Model Program Committee. (1983). The 1983 IEEE Computer Society Model Program in Computer Science and Engineering. IEEE Computer Society. Educational Activities Board J. Barwise and J. Etchemendy, Language, Proof and Logic, Seven Bridges Press, New York, 2000, ISBN 1-889119-08-3. J. L. Bell Oppositions and Paradoxes in Mathematics and Philosophy available at http://publish.uwo.ca/~jbell/Oppositions%20and%20Paradoxes%20in%20Mathematics2.pdf accessed on [25.01.2015] 20. K. H Rosen 2012 Discrete Mathematics and its Applications, 7edn, Monmouth University. Myers, Jr. J. P. (1990). The Central role of mathematical logic in computer science. SIGCSE Bulletin, 22 (1), 22–26. Ralston, A. (Ed.) (1989). Discrete Mathematics in the First Two Years. MAA Notes No. 15. The Mathematical Association of America. Ralston, A., Shaw, M. (1980). Curriculum 78 Is computer science really that unmathematical? Communications of the ACM, 23 (2), 67–70. Rota, G.-C. (1997). The phenomenology of mathematical proof. Syntheses, 111:183-196. S. Waner S. R. Costenoble (1996) Introduction to Logic. Saiedian, H. (1992). Mathematics of computing. Computer Science Education, 3 (3), 203-221. Shaw, M. (Ed.) (1985). The Carnegie-Mellon Curriculum for Undergraduate Computer Science. New York: Springer-Verlag Sperschneider, V., Antoniou, G. (1991). Logic: A foundation for computer science International Computer Science Series. Reading, MA: Addison- Wesley The National Council of Teachers of Mathematics (2000). Principles and Standards for School Mathematics. Tucker, A. B. (Ed.) (1990). Computing Curricula 1991: Report of the ACM/IEEE-CS Joint Curriculum Task Force Final Draft, December 17. ACM Order Number 201910. IEEE Computer Society Press Order Number 2220

A strategic analysis of Estee Lauder

A strategic analysis of Estee Lauder In the world of business today, where competition is one of the major challenges that every organisation is facing, the need for strategic planning and analysis arises. These are essential for the survival of an organisation as well as determining the direction in which an enterprise is going in relation to its environment in order to achieve a competitive advantage by formulating a competitive strategy. It is important that an organisation grabs every opportunity that is coming along its way, and responds to any risks and limitations presented by the external environment. In order for an organisation to make and take correct decisions, it requires an understanding and knowledge about the impact the environment can have on the organisation. This is strategic management. It is therefore important not only to look at what is best for the organisation, but also to take the needs of shareholders into consideration. For effective strategic management, it is important to have a strategic analysis. The reason for an analysis is because; the issues that are being analysed are often quite complex even if there may be enough information available Fleisher. C Bensoussan .B (2002). This study is organised as follows; Chapter two defines important terms which will help in the further understanding of this study. Chapter three introduces the company Estee Lauder. Chapter four evaluates the strategic analysis of Estee Lauder by looking at techniques, models and processes, and chapter five concludes. Chapter 2 Strategic Analysis This is where a strategy is formulated by carrying out a research on the organisation and the business environment in which the organisation operates (BNET Business Dictionary.) However, Professor Les Worrall defined it as,à ¢Ã¢â€š ¬Ã‚ ¦a theoretically informed understanding of the environment in which an organisation is operating, together with an understanding of the organisations interaction with its environment in order to improve organisational efficiency and effectiveness by increasing the organisations capacity to deploy and redeploy its resources intelligently. 2.1 Strategic model Managers must take in to account three major factors when strategic decisions are made; The shareholders expectations and objectives it is important that organisations are clear about their long-term objectives. However, due to factors that an organisation does not have any control over may influence the organisation to change its objectives, thus conflicting with the shareholders. Therefore, management must know how to reconcile the shareholders expectations while setting the objectives of the organisation. Available resources for an organisation to achieve its objective Depending on the strengths and weaknesses of organisations resources, the firm can pursue its strategies. However, these may change with the prevailing environment. Total environment within which the organisation operates Forecasting what the future may bring is a difficulty that managers face, because the environment is uncertain. This factor also has an influence on what strategy can be pursued. Taking each of the above three factors into consideration is known as strategic analysis. 2.2 Aim of strategic analysis It understands an organisations strategic position. Strategic analysis forms a view of the key influences on the present and future well-being of the organisation and what opportunities are afforded by the environment and the competencies of the organisation Baily. P, Farmer. D, Jessop. D, Jones. D (2005). 2.3 Importance of strategic analysis. Strategic analysis is important in providing an organisation with meaningful insights and with a clear framework so as to prepare itself for change. Its importance lies in evaluating patterns and trends for the organisation. It is also important in the identification and assessment of the opportunities available to the organisation Fleisher. C Bensoussan .B (2002). It also helps the organisation understand its strategic position by providing information such as; what is happening in the business environment and industry, and what competencies should be developed so as to stay competitive. It gives the description of strategic goals and the firms business strategy. Strategic analysis also leads to goals that are clear and relevant, helps in the taking of decisions with better quality, and provides a secure future by preparing the organisation with what may happen in the future. Strategic management This is a process of making and implementing strategic decisions. The organisation must also analyse the competencies already present in the organisation. These competencies help in formulating strategies. The process should consist of the following elements; The analysis of a strategy- Understanding the changes going on in the environment in which the organisation exits, and how these affect the organisation, its activities, its strength of resources and the expectation of stake holders, also analysing competitor strategies through assumptions, focusing on weaknesses and threats. The choice of strategy- This is concerned with all the possible causes of action which may be taken. Eliminating out many other strategies chosen, and putting in order of importance. An evaluation of each of the causes identified- The selection of those which the organisation must attempt to follow, and therefore discuss at length the strategies short-listed. Implementation of selected planned strategy- This is turned into an effective caused action. Discuss on implementing, but not actual implementation. 2.4 Importance of strategic management It is a planned process that needs to be followed Its considers the future and anticipates what it could bring It increases organisational growth as it brings in opportunities It also looks at the threats the external environment may poses and works on how to get rid or manage these Helps companies remain stable by foreseeing what the future may bring. Chapter 3 3.1 An Organization is a consciously coordinated social entity, with a relatively identifiable boundary, that functions on a relatively conscious basis to achieve a common goal or set of goals. Richard, (2002) Estee Lauder was founded in 1946. It is a globally recognised company, whose headquarter is in New York, but is in over 140 countries. It manufactures and markets hair care products, fragrances, skin care and makeup. The company has 29 brands, some of which are; Estee Lauder, Clinique, M.A.C, Aramis, Bobbi Brown, Darphin and many more. Estee Lauder is technologically advanced and has a reputation for innovation, superior quality and sophistication. 3.2 Estee Lauders Strategy Koontz and ODonnell describes strategy as a decision about how to use available resources to secure a major objective in the face of possible obstructionsà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.such as competitors, public opinion, legal status, taboos and similar forces. Their strategy is to build a diversified business base, which they believe will strongly boost up their growth globally. Their focus is to remain a distinguished leader in the global prestige cosmetics. Their three essential growth strategies are: Their geographic presence should be expanded and strengthened Their product categories should also be strengthened Their channels of distribution should also be strengthened and diversifiable. 3.3 Vision Mission A companys mission and vision is for its employees and customers. The Mission defines and reflects the company, its core purposes, its values and principles. The vision however, provides an image of the future. The Vision Statement of Estee Lauder: Bringing the best to everyone we touch. By The best, we mean the best products, the best people and the best ideas. These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946. They remain the foundation upon which we continue to build our success today. 3.4 Objectives They are energetic, innovative and first for customers Power endeavour to do our very best and enhance the companys leadership throughout the world Building strong global brands through innovative delivery of products and increase revenues Look after our people so they can look after our customers Understand customers better than anyone and Use our strengths to deliver unbeatable value to our customers Business relationships Through distribution channels, reaching the customers globally Trust and respect each other 3.5 Scope According to Mintzberg and Quinn there are five definitions of strategy: Strategy as a plan Strategy as a pattern Strategy as a position Strategy as a perspective Strategy as a ploy Estee Lauder adopted: Plan Estee Lauder has good planning and they strongly believe all their success is all because of its planning. Perspective Estee Lauders perspective was to increase its company growth globally by 2008. This was achieved mainly because of the international business, mainly from emerging markets such as China and India. Chapter 4 4 Estee Lauders External environment analysis 4.1 PESTEL Analysis for Estee Lauder: PESTEL analysis  is the external analysis of the different macro-environmental factors that a business must consider. Kotler (1998)The PEST analysis is a useful tool for understanding the position, potential and direction for a business as well as the market growth or decline. The radical and ongoing changes occurring in society create an uncertain environment and have an impact on the function of the whole organization Tsiakkiros, (2002). Hence the analysis of the macro-environment is very important to identify factors which could affect various variables and arrangements within the organisation. Macro-environmental analysis assist Estee Lauder management to increase its attentiveness of appropriate environmental changes thus improve strategic planning by enriching its industrial and market analysis. The PESTEL analysis in addition to Porters Five Force model and SWOT can be applied by an organization to review its strategic direction. These have been discussed below. Political factors The political environment within which an organisation exists has far reaching consequences. The political environment most obviously operates at National level, but may also be significant at local and international levels. Estee Lauder gives direction to countries through the way they exert control over the economy. Estee Lauder should not only be cognisant with the politics of a country, but also with the media, industry and labour leaders. The following political factors can affect the business environment: Level of government involvement in business Stability Liberalisation Taxation Co-operation and integration, e.g. EU Economical factors This is concerned with the nature and direction of the economy in which a firm operates. Estee Lauder looks at the interplay of market forces that dictate the state of the economy and implications on both commercial and non-commercial organisations. Prices vary from brand to brand and product to product, but these are usually in the higher ranges of an industry. The factors include: Exchange rates Interest rates Spending power Inflation and employment Socio, Cultural Factors The socio cultural influences on businesses vary internationally. These affect a societys basic values, perceptions, preferences and behaviours. It is vital that such factors are considered if an organization wants to achieve its proposed objectives. Factors include: The dominance of the religion Education and belief The impact of language upon the diffusion of products onto markets When do customers have time for shopping The roles of men and women within society and depending upon that the products should be launched Estee Lauder has received customer complaints regarding the fact that new products are being tested on animals first. They have to look into this matter as it can pose serious issues with the customers. Technological factors More and more businesses are affected by technology. Technological factors affect the operations of the firm since technological changes serve to avoid obsolesce and to promote innovation of relevant techniques in the industry. Estee Lauder has rapid technological changes in its products, and these products can be accessed online via the internet. Some technological factors are: IT rapid growth Innovation Government spending on research New discoveries and developments R D expenditure Product life cycle Environmental Factors These factors are also known as the Natural factors. These factors help Estee Lauder in showing strategic doubts and their worth in the predicting and planning processes using environmental aspects. There have been emissions of harmful gases and fluorocarbons, which Estee Lauder must take care of as it is and environmental threat. Its increases the significance of the following factors: Shortage of raw material Increased pollution Increased governmental intervention Legal Factors Estee Lauder functions within a structure of Government regulations and legislations. These laws and regulations should be considered when running businesses: Labour laws and industrial relations Municipal licenses Formation Taxation Competition Copyright and patent laws Minimum wages laws and Employment law Demographic Factors These factors may also exist under the macro-environmental factors. Following factors must are considered with regard to the key Demographic trends by Estee Lauder: World population growth Changing household Geographic population shifts Better-educated, more white-collar workforce Increasing Diversity Changing age structure Population consists of generational groups. Distinct segments typically exist within these generational groups. 4.2 Porters Five Force Model This model evaluates a companys competitive position. Any business works to develop an edge over its rival firms. This model helps in the understanding of the industry context in which Estee Lauder operates. Below is a diagrammatical representation of the model. http://www.maxi-pedia.com/Five+Forces+model+by+Michael+Porter Barriers to entry This is low in the case of Estee Lauder as it has made its position pretty strong and hence new entrants will not pose a threat to it as it will be difficult for these to enter into the market as the barriers are pretty high. They also have good access to their distribution channels and the correct knowledge of the segments they are operating in. Substitutes This is also low in the case of Estee Lauder. Customers have built a customer loyalty. Estee Lauder also provides the best quality products whose performance is to the mark as is the name, therefore threat of substitutes will be low. Bargaining power of suppliers The suppliers would have a low bargaining power as Estee Lauder is a huge brand and the volume of goods required from the suppliers around the world is also huge. There would be very many suppliers willing to supply such a company, hence it is important for the suppliers to provide the company with what they require and something that is unique from its competitors. Bargaining power of buyers This is high as buyers can easily switch to other big brands as the number of these brands present in the market segment is high. However, due to customer loyalty to the brand, it does not face much of this as it provides its buyers with what they want and how they want it. Competitive Rivalry This is high in the case of Estee Lauder. Its major competitors are; Avon, LOreal, PG, Max Factor, Revlon, etc. Estee Lauder therefore needs to have constant innovation of its products so as to stay ahead of competition. There are various brands under the company, therefore, it is important that the range of price is good and they can differentiate their products well without customers facing high switching costs. Estee Lauder created the line designed for men in 1976. It was called skin supplies for men (Estee Lauder 2003a). Avon, Max Factor and Revlon did not have men lines. 4.3 SWOT analysis for Estee Lauder A SWOT analysis is important as a clear basis is provided to examine the performance of a business. It is also very important for the products a company offer, as it is essential in the branding and marketing of the company products. This model helps in the understanding of the firm and its surroundings. Internal Strengths Weaknesses Strong brand name Research and development focus Strong distribution network Robust revenue and profit growth sales Weak liquidity position Customer concentration Weak performance in a few markets External Opportunities Threats Demographic trends in the United States Cosmetics markets in emerging nations Growing riches- Rich getting wealthier Counterfeit products Intense competition Increasing regulations Strengths The brand name, Estee Lauder itself is a strength. The name is linked to quality and luxury. The company is also a global licensee for other big brands like; Tommy Hilfiger, Donna Karen, etc. Estee Lauder leads in each market segment in the industry as it develops new products, redesigns existing ones and identifies and considers consumer preferences. It has a large network of retail. This therefore increases the market penetration opportunities and creates closeness to target customers. It has a strong management strategic perspective, and is also having a great growth. It also has various innovations such as; offering shopping via the internet (it was the first major cosmetic firm to have offered shopping via the internet.) Weaknesses The company bargaining power could be lowered by it concentrating on a single biggest client. They also have a poor cost structure in some areas, hence a decline in the performance of sales in certain regions. The company could be exposed to the debt market due to low liquidity levels, and this could thus affect the company growth. It is the Family members that have most of the power over the company. The companys organisational structure is not easily distinguished. In America, there are particularly lower sales in the fragrance category. Opportunities Estee Lauder targets aged people and therefore makes products to suit these people. Its revenues could be boosted by having a strong and great presence in its segments, thus also increasing growth. The cosmetics markets are doing good in emerging markets like India and China, as there are many beauty contests that take place. This cosmetics market is growing due to younger and middle aged women that are being more style conscious. Estee Lauder is also well positioned in these emerging markets. There is also a demand in the luxury goods. More money is spent on these goods. Therefore, the needs of these wealthy people are also taken into consideration, and products made to meet their needs and wants. Threats Many fake products are being sold, thus affecting Estee Lauders sales. This can lead to the company losing its exclusivity of the brand. This could thus harm the image of the company. Customers may also be dissatisfied with these products as the fake product may harm them, thus the company would lose out on customers. Many big brands such as; Revlon, LOreal, would increase competition in the market. The government may also impose certain rules and regulations on the products saying that the product has high levels of chemicals which are harmful to people. This may thus lead to an increase in the cost of developing the products and also in the launching of the products. Chapter 5 Conclusion Businesses are different in many ways; therefore every organisation needs to have a business plan, which needs to be reviewed in order to keep it up to date. The plan at Estee Lauder is articulated by corporate leaders, who give the organisation direction, so as to avoid a strategic drift. They create a vision of a possible future that allows both the managers and others to see clearly the direction to take, building upon the companys current capacity and strength. To gain competitive edge and analyze the external environment, Estee Lauder could further use the Value chain, BCG growth model and scenario analysis for its strategic analysis. Recommended strategies that Estee Lauder could use are; Forward, backward, horizontal integration, product and market development, market penetration and more diversification. Estee Lauder took the approach of providing great customer service, great quality and staff ownership, hence making it different from the rest. References Advanced Diploma in Business Administration Corporate strategy Syllabus. Baily. P, Farmer. D, Jessop. D, Jones. D (2005). Purchasing Principles and Management. Pearson Education. FT Prentice Hall. Fleisher. C Bensoussan .B (2002). Strategic and competitive analysis: Methods and techniques for analysing business competition (Prentice Hall, 2002) Johnson and Scholes . Exploring Corporate Strategy (Prentice Hall, 1999) Richard H.(2002) Organizations. 8th Edition. India: Prentice Hall India. p.189 GLL Brochure and Guide book Web references http://www.auburn.edu/~boultwr/html/strategic_analysis_model.htm (accessed on 21th November 2010). http://dictionary.bnet.com/definition/Strategic+Analysis.html (accessed on 21th November 2010). http://www.maxi-pedia.com/Five+Forces+model+by+Michael+Porter(accessed on 21th November 2010). http://www.fragrancewholesale.com/somhisbacofe.html (accessed on 23th November 2010). http://hubpages.com/hub/Importance-of-Strategic-Management (accessed on 23th Novenber 2010) http://www.toponereport.com/why-you-need-a-swot-analysis/ (accessed on 23th November 2010). http://www.is4profit.com/business-advice/business-/swot-analysis.html?gclid=CNWztveJvaUCFUUe4QodhWttXw (accessed on 24th November 2010). http://www.freeonlineresearchpapers.com/estee-lauder-executive-summary (accessed on 24th November 2010). http://www.fragrancewholesale.com/somhisbacofe.html (accessed on 24th November 2010). http://www.elcompanies.com/the_company/executive_messages.php(accessed on 25th November 2010). http://www.netmba.com/strategy/pest/(accessed on 25th November 2010). http://www.slideshare.net/guest78d8ca/sm-case-jisha-remya2 (accessed on 25th November 2010).

Essay --

Kate Chopin portrayed in her novels and short stories female emancipation in the 19th century, which was far from being considered acceptable. She also illustrated picturesque descriptions of the South of the United States. Her stories reflect a socio-historical situation between conservatism and modernity, but also depicted female characters aspiring to break free of their subordinate status. In the narrative literature of the 19th century, women, even placed at the center of the story are mostly 'off topic': rarely considered as an autonomous subject. They appear most often as an instrument subjected to social conventions. Chopin was particularly interested in the problems faced by women in marriage. She wanted to show that every vocation requires commitments and it is necessary to give up some of our aspiration to achieve our goal. Her literary style is simple, colorful, and picturesque. Chopin’s art of description is Important; she observed and rendered what is essential. Kate Chopin was concise and knew particularly how to select adjectives; she used punctuation as a rhythmic tool. She meticulously depicted images, used metaphor and particularly irony to reflect, as briefly and precisely as possible, the feeling experienced by the protagonists of her stories. The Story of an Hour written on April 19, 1894, and first published in Vogue on December 6, 1894, doesn’t escape Chopin’s footprint. She used irony as a rhetorical device to express her message indirectly. The story becomes suddenly more interesting, because the reader has to think about the literal significance of the message. There are different types of irony: situational, verbal, and dramatic. This offers a variety of choices for writers to make their works surely i... ...itive. Chopin writes only about an hour of Louise’s life, because she does not want to give the audience details that would make them focus on things that are not a key to the story. She does not want the story to be about their relationship. She writes the short story strictly about freedom and independence; it emphases on liberty and women’s capabilities. Mrs. Mallard did love her husband dearly, but her individuality was more imperative. She had dreamed of it for so long, that when she found out she could finally get it, she would not go back to her old life; her body would not let her. The Story of an Hour by Kate Chopin inspired many women to pursue their goals in life, because she reminded them that there was more to life than just being a good wife. She reminded them that women are incredibly powerful, and that they are as capable as men to succeed in life.

The wife of Baths tale Essay -- essays research papers

Among unequals what society   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Can sort, what harmony or true delight?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Milton, Paradise Lost, VIII, ll. 383-4   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  GEOFFREY CHAUCER AND THE WIFE OF BATH ´S TALE   Ã‚  Ã‚  Ã‚  Ã‚  Chaucer begins the tale by exploring the institution of marriage,through the character of the Wife who starts by making an statement of authority, her own experience on marriage. In order to show her experience in relationships she states that three of her husbands were old and rich and two of them, young and wild.   Ã‚  Ã‚  Ã‚  Ã‚  Marriage at that time, was considered a transaction organized by males to serve economical and political ends, in where women were treated as an object, a very useful one intended for procreation, and the exchange of land and goods that they owned before marriage.   Ã‚  Ã‚  Ã‚  Ã‚  As the Wife recalls, she had her first arranged marriage at the age of twelve years old, and this aspect was very common since marriage was used to be solemnized and arranged, when children were even in their own cradles.   Ã‚  Ã‚  Ã‚  Ã‚  The Wife does not regrets to have had five husb...

Essay --

1.0 Introduction We had selected Apple Iphone 5s as our for our Fundamental Of Marketing assignment. We select this product it because more and more advanced technology exist in the 21st century. Nowadays, more and more modern human like to pursuit the trend of technology, and there is also one of the main reason that we chosen this product for doing research on marketing strategies, marketing environment, marketing mix and proposal to analysing of this assignment. This product(Iphone 5s) is a touchscreen smartphone that produced by Apple Inc. Apple is one of the most famous and reliable brand in the IT world. Its logo is with a silver colour apple on the back casing of the phone. Iphone 5s has a chip with 64-bit architecture, fingerprint identity sensor, a better, faster camera, and an operating system built specifically for 64-bit in order to bring more convenience to consumer. We were focus on how Iphone 5s competitive with other's brand's smartphone company in Malaysia's consumer market. Company background Apple Inc. is an American corporation that design software, hardware and other consumer electronics. Apple Inc.’s product lines are iPhone (smart phone), iPad (tablet computer), iPod (portable media players) and Mac book (Macintosh computer). Apple or "the company" was established in 1977. Besides that, the company sells to consumer, small and mid-sized business, education, enterprise, government and creative customers. It was co-founded by Steven Wozniak and Steven P. Job in Cupertino, California. Apple really started in basement or garage not at the expensive business location. This is the one of the reason so many people intrigued to the brand and could be the reason that the computers were such a success, they wer... ...can send email and text, browsing the web, shooting and sharing great video and photo, getting direction easily. Lastly, the entrepreneurs can organize contracts, access contracts, and have a detail schedule. Not only IOS 7 and Ultrafast LTE wireless function can use by them, they also can use the Touch ID, this is a security system which is using their own fingerprint to set the password, so others cannot open their phone to steal the information and idea in the phone. Positioning Having done the above 2 steps which are segmenting the market and selecting specific target market, positioning is the final part of STP process. According the Apple Inc.’s selling point, ‘’iPhone 5S, the most advanced iPhone ever, with our most forward-thinking technologies.’’ The iPhone 5S is the best smartphone that contains the latest advanced features Apple Inc. has created so far.

Psychology 300 Final Exam

Final Exam 1 PSY/300 Final Exam: PSY/300 (Weeks 1-5) Multiple Choice1. Erik Erikson argues that an understanding of an individual's behavior requires consideration of: A) Biological events B) Psychological experience C) Cultural and historical context D) all of the above 2.The aim of biopsychology (also referred to as behavioral neuroscience) is to: A) Link soma and somette in order to understand how emotions manifest themselves behaviorally B) Investigate the physical basis of psychological phenomena such as motivation, emotion, and stress C) Understand the complex interactions of the nervous system D) Study how thoughts and feelings influence an individual’s biological reactions 3.The first laboratory in Psychology was founded in Leipzig, Germany, in 1879 by: A) Sigmund Freud B) Wilhelm Wundt C) William James D) Rene Descartes 4. The approach to psychology which involved devising a method for uncovering the basic elements of consciousness and the way they combine with each o ther into ideas was known as A) Structuralism B) Behaviorialism Final Exam 2 PSY/300 C) Functionalism D) Elementarism 5. Which field of psychology argues that one's perception of the pieces will be influenced when seeing them as parts of the whole?A) Evolutionary B) Perceptual C) Empirical D) Gestalt 6. A hypothesis is best characterized as: A) A procedure that precedes a theoretical framework B) Any phenomenon that can change from one situation to another C) A systematic way of organizing and explaining observations D) A tentative belief about the relationship between two or more variables 7. To ensure that I am a good researcher, I gave the same questionnaire to the same participants at three different points in time. I hope to get ssentially the same answers. If I do, then I can conclude that my experiment has: A) Internal validity B) External validity C) Inter-rater reliability D) test-retest reliability 8. When it comes to the ethics of animal research, which one of the followi ng is NOT an issue? A) Some animals are cuter than others B) Whether animals have rights Final Exam 3 PSY/300 C) To what extent humans can use other creatures to solve human problems D) That animals cannot give informed consent 9.Information is sent to the brain via the sensory or _____ neurons. A) Afferent B) Motor C) Transient D) Inter 10. Axons are responsible for A) Receiving information from other cells B) Transmitting information to other neurons C) Increasing the transmission speed of messages D) Determining how that particular neuron will manipulate input 11. There are two types of neurotransmitters. They are: A) Inhibitory and synaptic B) Modulating and excitatory C) Inhibitory and excitatory D) Modulating and synaptic 12.The part of the cerebral cortex that is involved in the sense of touch and feeling one’s own body in space is the: A) Parietal lobe B) Occipital lobe C) Temporal lobe D) Frontal lobe Final Exam 4 PSY/300 13. Which of the following is NOT a basic pri nciple of sensation and perception? A) Sensation and perception require strong enough impulses to surpass minimal thresholds B) Sensation and perception are active processes C) There is no one-to-one correspondence between physical and psychological reality D) Sensation and perception are adaptive 4. What kind of learning can be achieved through classical conditioning? A) Learning that an event occurred B) Learning that people have certain patterns of behavior C) Learning that two events are related D) Learning that a behavior produces a particular result 15. As you drive down the street, a leaf hits your windshield. You know that it is not going to break the windshield and yet you blink anyway. In classical conditioning, blinking to an object that is about to hit you in the face is a/an: A) CS B) CR C) UCS D) UCR 16.You recently noticed that eating sour candy causes extra salivation as your body reacts to the sour taste. You love sour candy and eat it often. The other day you purch ased a new bag of sour candy and as you were looking at the bag, you noticed that you were salivating. The sour candy is a: A) CS B) CR C) UCS Final Exam 5 PSY/300 D) UCR 17. The purpose of Watson's experiment involving little Albert was to determine if: A) Infants are innately capable of learning fear B) Phobias do exist C) Babies are just as susceptible as adults to fears D) Emotional responses can be learned 8. An important distinction between operant and classical conditioning is that: A) Classical conditioning can be used to extinguish an undesirable response while operant conditioning tends to be incapable of doing so B) In classical conditioning responses are elicited while in operant conditioning they are emitted C) Classical conditioning works best with mammals and operant conditioning works best with birds and rodents D) Classical conditioning requires an experimenter and operant conditioning does not 9. The theory of motivation that states that people are motivated by wis hes and fears is A) The cognitive approach B) The psychodynamic approach C) The biological approach D) None of the above 20. ERG theory condenses Maslow's hierarchy of needs into three distinct levels: A) Elementary, reproductive and goal realization B) Elementary, relatedness, and growth C) Existence, relatedness, and growth D) Existence, reproductive, and goal realization Final Exam 6 PSY/300 21.The part of the brain that is responsible for registering the emotional significance of objects is the A) Hypothalamus B) Limbic system C) Cortex D) Amygdala 22. Which one of the following describes a person who is fixated in the latent stage? A) person with problems committing to a relationship B) Person who is uninterested in sex C) A smoker D) Person over 40 who has never moved out of their parents' home 23. Which of the following refers to setting goals, evaluating performance, and adjusting behavior to achieve these goals in the context of ongoing feedback?A) goal-establishment B) out come-management C) potential-realization D) Self-regulation 24. Which of the following factors in the Five Factor Model is believed to be the least heritable? A) Agreeableness B) Neuroticism C) Extraversion D) Openness Final Exam 7 PSY/300 25. The very last developmental crisis adult’s face, according to Erikson at least, is: A) Intimacy versus isolation B) Integrity versus despair C) Generativity versus stagnation D) Acceptance versus despondence 26.Piaget argued all of the following EXCEPT: A) Children’s thought processes are creative but constrained by physical realities and brain development B) Children experience the same stages in the same order C) Children are motivated to make sense of what they experience, integrating what they know D) Cognitive efficiency is influenced by children’s knowledge base 27. According to the psychodynamic viewpoint on moral development, children initially are relatively: A) Evil B) Narcissistic C) good D) Saintly 8. When dete rmining a diagnosis for treating mental disorders, the different axes refer to: A) The symptoms, personality disturbances, medical conditions, and environmental stressors B) The severity of the disorder and the extent to which it will interfere with daily life C) The domain of life which will be most disrupted by the disorder, such as work, school, or relationships D) The types of emotional, physical, or social disruption that can be expected from a particular disorder Final Exam 8 PSY/300 29.Which of the following is an umbrella term for a number of psychotic disorders that involve disturbances in nearly every dimension of human physiology, including thought, perception, behavior, language, communication, and emotion? A) Schizophrenia B) Personality disorder C) Mood disorder D) Dissociative disorder 30. Which personality disorder is marked by extremely unstable interpersonal relationships, dramatic mood swings, an unstable sense of identity, intense fears of separation and abandonm ent, manipulativeness, and impulsive behavior?A) Narcissistic B) Antisocial C) Borderline D) Histrionic 31. Systematic desensitization is based on the idea that A) Relaxation training can aid people with schizophrenia B) Physical contact with other people is essential for contact comfort C) Through early experiences people learn to fear social interactions D) Through classical conditioning people have associated fear with previously neutral stimuli 32. Antipsychotic medications reduce symptoms such as delusions and hallucinations by _____ activity within the brain. A) Increasing epinephrine B) Inhibiting serotonin C) Inhibiting dopamineFinal Exam 9 PSY/300 D) Increasing glutamate 33. The goal of antidepressant medications such as SSRIs is to: A) Keep serotonin acting longer in the synapses of the brain? B) Keep people from making irrational associations between ideas C) Reduce body weight and make people feel better about them D) Reduce anxiety that leads to depression 34. Character istics that are attributed to people based on their membership in a specific group, and that are often over-generalized, inaccurate, and resistant to new information are called: A) Prejudices B) Biases C) Stereotypes D) Discrimination 5. Cognitive bias in social cognition is thought to be the result of: A) Heuristics that can lead people awry B) Schemas and attributions being influenced by wishes, needs, and desires C) People frequently lacking the time to make accurate attributions D) all of the above 36. The relationship between personality and self-schemas can be seen in a number of ways. Which one of the following is NOT true of that relationship?A) People who feel disappointment, dissatisfaction, shame, and embarrassment have a discrepancy between actual and ideal selves B) People who feel anxiety, fear, resentment, guilt, self-contempt, or uneasiness have a discrepancy between actual and ought selves C) People who experience feelings of failure, social rejection, isolation, an d a lack of Final Exam 10 PSY/300 accomplishment have a discrepancy between ideal and ought selves D) All of the above are true of the relationship between personality and self-schemas 37.Companionate love involves: A) Wild emotions, intense physiological arousal, and absorption in another person B) Deep affection, friendship, and emotional intimacy C) Acquaintance cordiality, friendship, and societal responsibility D) Selflessness, altruism, and reciprocal giving 38. Behaving in a way that helps another person with no apparent gain, or with potential cost, to oneself is known as: A) Selfless gratification B) Ego protection C) Ethical hedonism D) Altruism 39. Which of the following is a drawback of antianxiety medications?A) They can cause physiological dependence. B) There is a high relapse rate when the drugs are discontinued. C) They can cause psychological dependence. D) All of the above. 40. The three broad classes of psychopathology distinguished by psychodynamic theorists are : A) anxiety disorders, personality disorders, somatoform disorders B) organic disorders, developmental disorders, experiential disorders C) cognitive dysfunctions, behavioral abnormalities, interpersonal maladies D) personality disorders, neuroses, psychoses Final Exam 11 PSY/300

Choice of Major

Timon Igeria UNDERACHIEVEMENT IN THE UNIVERSITY IS AS A RESULT OF STUDENTS BASING THEIR CHOICE OF PROGRAM ON PRESTIGE. Introduction â€Å"There is, perhaps, no college decision that is more thought-provoking, gut wrenching and rest-of-your life oriented–or disoriented–than the choice of a major. † (St. John, 2000, p. 22) The impact of a wrong or right choice transcends beyond the learning satisfaction because it is correlated with job stability and job satisfaction. One would expect a scholar to choose a university program through extensive research, cognitive decision making and employment of heuristics (pike 200) but unfortunately anecdotal evidence has showed this is not the case. Most students employ tactics of indecision as opposed to cognitive decision making and many times end up in the wrong program (Beggs ,Banthon, Taylor 2008). It is not surprising then that Roese and Summerville (2005) cite meta-analytical evidence that the most frequently identified life regret for Americans involve their educational choices. The problem is not only confined to America but also to Kenya and the rest of the world. Pressure to choose a particular program in university may be intrinsic or extrinsic . One of the most salient reasons why university scholars chose the wrong program is because of prestige which manifests itself in multifarious ways. Prestige is the respect and admiration that something or somebody has because of the social status or that which is admired and respected because it looks expensive and important. Which role does prestige play in the selection of wrong university majors? How does this lead to underachievement? Effect of prestige on the choice of college program Before classifying most of the choices made by students on their university programs as â€Å"wrong†, it is only fair that we elucidate on which parameters we are using to do so. The distinction between a right and wrong program can be explained using Holland’s theory (Holland, 1985). Holland’s theory links psychological factors (student personalities) with sociological factors (characteristics) of academic disciplines to create a model of personal-environmental fit. According to Holland’s theory, individuals can be classified by personality types which can be paralleled to model environments (which in our case are the academic programs) . For example, a realist -a person who prefers activities involving manipulating machines- is best suited for a realistic environment like engineering. Another component of Holland’s theory shows that when there is congruity between a person’s traits and the environment, he/she is likely to flourish. From the information above we can infer that scholars whose personality types don’t match with their programs are in the â€Å"wrong† programs. How does prestige contribute to this? Social prestige Social prestige plays a profound role in the selection of university majors. Top performers in the Kenya Certificate of Secondary Education (K. C. S. E) are faced with a conundrum while making decisions on which program to study for in the university. A student who performs well in the K. C. S. E may be swayed to chose a science related program despite his/her artistic personality type. Artistic careers like arts, English, music, drama and theater (Smart, Feldman and Ethington, 2000) are ranked lowly by the society. Research indicates that most of the top performing students in the Kenya Certificate of secondary school education end up in science related majors . Does this mean that none of the students has an artistic, enterprising, social or conventional personality type? Many of the disillusioned students end up changing their university majors after lacking interest. In one career fare organized by Equity Bank, a student revealed how she chose to pursue medicine because of social prestige (she had emerged as the second student nationally in K. C. S. E) but ended up leaving the program for Business Communication after one year because that was where her passion was. Family prestige A research by Jeri Mullins Beggs, John H. Bantham, Steven Taylor (2008) on the factors affecting choice of college major showed that very few students use career planning tools and information research when choosing a program. Where do students get career information to choose programs from? Many students rely on personal sources which are prejudiced by prestige for information especially parents. In addition, a significant number of parents would want their children to pursue prestigious programs which they wanted to pursue but did not have the chance to do so . Parents, unlike students, often view education as an investment in which they expect huge returns ( Nabeel, Conaty and To 1989, p. 252). To them, when their child performs well in K. CSE, he/she should undertake a prestigious major like medicine, engineering and law. This will enable them to have successful careers and return the investments that were made. In the same breath, the parents will be proud about the courses selected because society reveres the family. Most students who follow their parents’ choice end up being dissatisfied with their programs and some even discontinue and join other programs(often of a lesser societal rank). Career and institutional prestige Career prestige is another factor that affects the students’ career choice. The choice of a college major plays a critical role in determining the expected future earnings of the college students. (Arcidiano, Hotz, Kang 2011). Many students choose a career based on the future earning streams associated with it. Prestigious careers like medicine, engineering, law, actuarial science and financial engineering are associated with higher future income streams hence more preferred. A student might choose a prestigious career which is not in line with his/her abilities because it has a higher potential for financial success. Job security and job stability are also critical factors in the choice of the college program. The following was the response by a student in regard to her major choice, â€Å"In choosing a major, I considered how marketable the degree would be, and what city or area I wanted to be in. I wanted a degree that I could go most anywhere and find a job† (College Student Journal, 2008). In Kenya, a significant number of the top students choose Medicine because it has been associated with job security and stability over engineering which is mostly contractual. The problem is worse in South Korea where the university chosen is predicted as the highest determinant of the income that one is going to receive (Changui Khan, 2004). In Kenya some students compromise programs which fit their personality types just because they don’t â€Å"like† the university or campus. Students would want to be associated with the best ranked universities. Most students who pursue majors because of career financial security end up disappointed: there is no match with their personalities. Conclusion Kenya needs the right scholars to develop it as it endeavors to achieve its Vision 2030 goals. Scholars who are not only academically apt, but can also create pragmatic solutions and innovations able to progress the country. The practice of basing the choice of university program on prestige is apocryphal and should be discouraged . Students should choose programs based on their interest after intensive research and outsourcing. References 1. British Educational Research Journal published by Taylor& Francis Limited, Vol 33, No2 Apr 2007 2. Reasearch in Higher Education Vol 47, No7 (Nov, 2006) pp801-822 published by springs. 3. College Student Journal, June 2008,Distinguishing the Factors Influencing College Student Choice of Major Jeri Mullins Beggs, John H Banthon, Steven Taylor (www. findarticles. com) 4. Tapscott, D. (1998). Growing up digital: The rise of the net generation. New York: McGraw-Hill. 5. Roese, N. J. , & Summerville, A. 2005). What we regret most †¦ and why. Personality and Social Psychology Bulletin, 31 (9, September), 1273-85. 6. Smart, J. C, and Feldman, K. A. (1998). â€Å"Accentuation effects† of dissimilar academic departments: An application and exploration of Holland's theory. Research in Higher Education 39: 385-418. 7. Howard, J. A. (2005). Why should we care about student expectations? In: Miller, T. E. , Bender, B. E. , and Schuh, J. H. ; Associates (eds. ), Promoting Reasonable Expectations: Aligning Student and Institutional Views of the College Experience Jossey-Bass, San Francisco, pp. 10-33.