Silvio Napoli At Schindler India Management Essay

Silvio Napoli At Schindler India Management Essay Schindler, a Swiss elevator company, had decided to develop and grow its international market share by planting a fully owned subsidiary in India. Its primary goals were to achieve 50 orders in its first year and break even after four years of trading. It also planned to win 20% of the market share inside of 5 years. Silvio Napoli, had been carefully selected as he was the author of the business plan which had documented this take-off. The mindset was that Silvio could replicate his winning Swatch strategy in a rising market that had strong growth prospects. The two key elements of his business plan strategy was (a) the introduction of a line of standardised and non-customised S001 and S003 elevators and (b) the local supply of materials and components. It had been eight months since he took up office and there hadnt been a single sale. Things had gone pear shaped frustrating Silvio as they had hindered his attainment of the targets set for him. Firstly, selling non-standard elevators in India was myopic where customised elevators were critical to new entrant strategies. Secondly, his strategic expansion highlighted cost reduction instead of focusing on product customisation. Thirdly, communication problems and lack of vital support beleaguered the new low-cost subsidiary from its parent company. Finally, it appears personnel were not listening. Introduction The Schindler dynasty had been established 1874 in Switzerland by Robert Schindler. Fifteen years later they were manufacturing elevators. The current successor was a fourth generation Schindler who had chosen to change the companys cultural orientation from an engineering based manufacturing model to a customer centric service company. Over time it had grown into a world class technology leader in elevators and at the time of study was second to none in the production of escalators worldwide. With such accolades it was amazing that it had no operations of its own in the second fastest growing market in Asia India. Schindler had collaborated with a couple of companies to sell its elevators in this market but terminated both agreements due to irreconcilable differences. So, after a long and drawn experience in the Indian market without much success, Schindler has now concluded its best option would be to utilise a Greenfield strategy. This would offer lower risks and higher control. The time was ripe, as in early 1990s Indias economic liberalisation was designed to welcome international competition and foreign investment . In line with this market entry strategy the corporate executive committee appointed Silvio Napoli to head the launch into India. Their decision was based on Silvios strong knowledge of the project derived from the various assignments he had undertaken for them. Other factors swung in his favour including his trustworthiness, flexibility, and more to the point, who was better qualified to realize the business plan than, him, the originator? The strategic implementation of the business plan was not as easy as anticipated. Whilst Silvios myopic vision may be partially blamed he cannot be impugned for other factors beyond his control. This report seeks to clearly show on conclusion that Silvio Napoli was suitable for the General Managers job. It evaluates his first seven months in this position as a leader and offers advice on resolving the challenges and issues that threaten to derail his thorough business plan. Finally, it will provide recommendations to Silvio Napoli for rectification of operational dysfunction and addresses actions Luc Bonnard should take with Silvio to move forward. Silvio Napoli and his Leadership Style Silvio comes across as a young dynamic leader, a company man at that, who leads from the front. Having graduated from Harvard with an MBA and his former semi pro rugby play makes it feasible to say he was gutsy, energetic, well-disciplined and not averse to strong challenges. These leadership qualities were no doubt essential in taking, what his contemporaries called a high-risk decision to spearhead a start up in a cross cultured environment like India. His leadership style isnt democratic which would have suited the task in hand. It seems a hybrid between bureaucratic and laissez-faire with more of a slant towards the bureaucratic. Leaders exploit or employ different power bases. Silvio opted to use the power of position and control. A pedigree from Harvard, he would have known the best leadership style to suit the situation. It seems he wanted to retain responsibility rather than comprehensively delegate otherwise, probably, this style gave him increased control. Whilst it could be used to indicate poor leadership skills, the authors view is that he may have adopted this tight control style to assist in cost cutting and productivity. Different styles offer different degrees of advantages or disadvantages. A negative side of this mixture of leadership style is the blocked contact aspect which creates barriers to communication which can, as seen in the case, hinder success. This is a classic example of a company charging forward wit h an ill-fated product solely because staffs are afraid to pass on negative customer feedback messages. Getting no feedback, positive or negative, should have set alarm bells ringing. At least positive feedbacks can be advantageous as they have a likelihood of producing increased returns. His hyper-focused work style would leave staff in unhealthy positions of weakness and demotivated. Leadership examination would be incomplete without considering the motivation of the leader or the role or motivations of their followers (Kellerman 2004). The mixed views of his team sum him up. His subordinates see him as impulsive, hard-driving, impatient and over-communicative and angry when deadlines are not met. The authors view is that he is not that kind of leader. He has set high targets for himself and knows he will be able to get his staff to emulate him. It could be that as a first time foreign manager he wants to set the boundaries for his new team but has clearly not communicated it well. Another plausible reason may stem from a clash of cultures both national and organisational because these underpin the attitudes, values and beliefs of the staff. Such differences can create misunderstandings, conflicts and tensions. Punctuality is important in Swiss culture where Silvio has begun his working life. However, in the host country the culture is a laid-back attitude. His contemporaries see him as focused, resolute and strong-headed. Such assertiveness does not help his team who are excellent world class professionals. This leader has a lot to learn. His actions suggest he has not quite understood the culture and the market he has been asked to tap into. To, make matters worse hes not ready or willing to change his views. Silvio knows his weakness in relation to the survival of Schindler India, which is a good thing. He sees himself as a warrior with need to have monk tendencies. He knows his controlling nature requires an infusion with patience. Luc Bonnard sums it neatly when he advices him to work on his monk part. As Silvio is a fledgling GM his priorities need to be more relationship-oriented than task -oriented. Getting this issue right would reduce his problems dramatically. Schindlers Penetration into India Alfred Schindler made an excellent choice of starting his own operation in India. His vision was that India would be testing ground for new products and if the project was a success it would be rolled out with modifications for various markets including China. His organisation had all the activities I the value chain (marketing, production, installation design and service) so having a subsidiary in India to design and test the market was a logical step of its evolution. As mentioned earlier, Schindler India planned to use standardisation to penetrate the market quickly utilising economies of scale. Their simple standard product lines had no allowances built in for customisation. It was strangely in direct contrast with the usual modus operandi employed by other Schindler subsidiaries and, in fact, their competitors who also had more product lines. Instead of using Schindlers successful strategy of offering custom equipment, they chose this entry method. Furthermore, to cut costs it would subcontract the manufacturing of the bulk of its component to local suppliers with the rest being supplied through its European counterparts. Many successful companies entering India create long term investments and a strong organisation obligation by assigning senior executives to work with established local personnel. Conquering this market would require recognition of Indias changing elevator landscape. Such knowledge would be instrumental in considering the next course of action where products can be tailored to budgets and tastes of the consumer base. To capture their custom and wallets successfully Schindler should adapt their business model to local environments. Schindler Indias Management Team Silvio has carefully selected from a set of personnel which have been recommended from a top recruitment firm. His core team were adept in their fields. Silvios real world experience on the platform of international trade is almost non-existent. One would argue that Silvio made up for this deficiency by the calibre of personnel he hired to make up his management team. He realised he was out of his comfort zone in India so he hired people that would complement his own weaknesses. Porter (1996) affirms it is possible to improve operational effectiveness by performing similar activities better than rivals through efficiency. It may be that he strategically hired the two people from Otis to pick their brains and share ideas to achieve this goal. Schindlers Key Problems The first error which snowballed into other areas was the decision to use the swatch plans of low-cost entry strategy to conquer India. The success of the low-end Swatch watches had impressed Alfred Schindler he commissioned Silvio to see if he could imitate their low-cost production approach. A big mistake!!! Schindler have always their markets and customers making them number one worldwide allowing them to maintain their strong position in the escalator market. Schindler didnt need to reinvent the wheel in India. The products were not meeting the needs of the market; as could be seen by their voting with their wallets. Drucker (1954) asserts there is only one valid definition of business purpose: to create a customer. Disregarding the opinions of the potential customer can be destructive. The choice as to how escalators should be sold should really be down to the market. Silvios strong- headedness and single mindedness, impatience and over communicative tendencies could breed foes or disgruntled subordinates and jealous colleagues. A variety of internal and external forces influence employee behaviour. Fig 1 shows the impact of top management behaviour and other forces on employees. Culled from Performance Measurement Management Control Fig 1. Forces influencing employee behaviour Another misaligned judgment is seen in how the Schindler Indias cost structures were developed. The strategy failed to take into account the corporate cost structures were based on a customisation model. It subsequently backfired as it meant he had to revise pricing for elevators to a point where building them would be sustainable. Increased costs sent Silvios budget rocketing. The unforeseen and unfavourable exchange rate hikes and hefty increase from 22% to 55% in duties created another problem. The increase in duty and custom tariffs were on the table. He just hadnt thought it through thoroughly. Likewise the increase in transfer pricing. Shipping the sub-assembly products become more expensive thus uneconomical and impractical. With his team, Silvio sought to find an alternate source locally to bypass the risen import duty. It took some time. Time which could have been utilised better if their European counterparts had warned them. This was a non-issue which could easily have been avoided. Silvio had to with resistance on two fronts. The conflict on the European subsidiaries side was based on change. There was no synergy as both sides had different goals. To cap it all two members of his team had sold customised models. Recommendations Solving this problem will entail Silvio Napolis re-evaluation of his strategy. Perhaps, even, he could opt for a new perspective. The swatch strategy is not compatible with the culture and the market they want to enter. Customisation will improve sales and offer higher gross margins. He should focus on orchestrating a new strategy for Schindler and its marketing of escalators in India. This means taking notice of what the customers want as opposed to what his Business plan says. Whatever strategy he chooses will rely heavily on quality business processes and systems. It will rely on synergy which may require training of personnel. To carry out any strategy would require further investment. This investment would be to cover some / all of the following options. One of their major problems relate to customisation. It therefore seems fitting that customisation is adopted to secure targets. Silvio should not digress from product development as it would detract from meeting Alfred Schindlers test track goals. Product development using latest technologies would allow them to stay at the forefront of their game and allow them to transform their vision into reality. The provision of a factory for these processes would be essential. Greenfield operations are particularly noted for the need for recruitment, management and training of local employees. Silvio organised some night-time training for his staff but he, as an expatriate, was not given cultural training. This would have alerted for example him to how cultures communicate differently through silent language. Being lonely in the middle is characteristic of an expatriate who has superficial familiarity of a territory and lacks cultural understanding. In such instances the local workforce manages operations. So his training will need to be done sooner than later. This will enable him to manage as he should as the current feeling of being in full control is illusory. Schindler must consider a merger with a local competitor to further improve local knowledge, offer an established customer base, and giving them access to local plant production units. Alfred Schindler needs to iron out a few issues relating to the structure of the new subsidiary in relation to Head Office. At the moment there uncertainty as to whether head office decides all global policy or if this Silvio has a say, or indeed if strategically the subsidiary operates autonomously. This uncertainty extends to whether Silvios subsidiary has been set up to access and evaluate long term opportunities in the region. He would also need to address cross-cultural management competencies. He will need to decide how various subsidiaries relate to each other. He will need to know if employees in his multinational teams share similar assumptions and causal relationships. A strong memo is required to the various branches to enforce cooperation. Coming from the CEO it will reshape the negative culture. In dealing with the non-standard glass elevator issue Silvio should be customer- centric and accept the order. It would reflect well and possibly give him a foothold to enter an otherwise dominated market if his company forward a superb service. Customers networking have been known to make or break companies. Again, the lack of support from his European counterparts should be reported to the CEO as it will continue to bug his strategy if he lets it fester. The transfer price issue and the lack of technical cooperation are detrimental to the organisation as a whole. It has far-reaching consequences that cannot be overlooked. A key component of his business model called for the outsourcing of manufacturing to Indian companies to give it the edge in the market through its cost differentiation. But if the supply of technical information is being withheld and transfer pricing is not being honoured then Alfred will need to know. Such Petty squabbles may ruin Schindler India especially if it fails to meet it targets constantly. As theres a lot of reverence for Alfred, his involvement could put Silvios backslide into reverse to progress and ultimately hit his set target. Conclusion Strategies are critical factors for the success and maintenance of competitiveness in any firm. All strategic components are vital, no matter how trivial, as all have impact on the implementation. Understanding the complexities of strategies for entering the Indian market was a tough lesson for Silvio who subsequently discovered planning and implementing the initial plans were different, especially where a lacking of inter-cultural competency and communication problems collided to misalign the strategy. His real-world experience to appreciate and recognise these threats were limited but these should in no way negate his qualification to manage the subsidiary in India. Hes the first to admit that the manager would be key to the success of the business plan and Alfred Schindler may have understood the situation and his company better when he predicted Silvio would feel what it means to be in a hostile environment where nothing works as it should. His first seven months may have been a painful lesson. Silvio has had to learn the hard way. It must be said these experiences have made him a better GM. He is made some positive strides since he took over. Juggling both family relocation and building corporate subsidiaries was not planned well. He should have focussed on one before the other as he wore himself out. Nonetheless, he had open two branches, hired the right calibre of people, especially as they were locals. From day one, he had positively tried to elicit commitment to his business plan. His decision to offer strictly standardised products without customisation was irrational especially in the face of customer feedback which indicated otherwise. Silvio should take time to reflect and reassess his business model with his team taking on board their views. He has failed this far because of his inflexibility and his failure to listen.

Evaluation Essay of “Saving Private Ryan”

Title World-renowned director Steven Spielberg creates what arguably could be considered one of the greatest war movies of all time, with his directing of Academy award winning film Saving Private Ryan starring Tom Hanks and Matt Damon as Captain Miller and Private James Ryan. Saving Private Ryan opens with an old man at a graveyard when the movie flashes back to 1944 during the Allied invasion of Normandy, where two brothers are killed during the fighting.Later the viewer learns that earlier a third brother died fighting in New Guinea, and that the news of all three brothers deaths will be delivered to their mother on the same day. The government learns that a fourth son (Private Ryan) is alive in the French countryside, and detaches a squad to retrieve him led by Captain Miller. Along the way, the group of soldiers begin to question their assigned mission and its costs. Teaming up with writer Robert Rodat, Spielberg is able to create a movie with top-notch special effects, amazing storytelling, and brilliant acting.Multiple movie critics and historians have praised Saving Private Ryan's opening beach scene as â€Å"The most realistic portrayal of World War II† compared to other works of cinematography. The movie achieves excellence through its astounding special effects making the viewing of this movie as close to war one can get without fighting, winning the Academy award for achievement in special effects. From the beginning scene where Tom Hanks, in a shell-shocked state, is witnessing all the havoc occurring around him to the final battle scene on the bridge, Saving Private Ryan has everything a good war movie needs in regards to special effects.The use of all of the special effects in the movie however, does not take away from any of the storytelling or progression of the film. Instead, the use of these effects enhances the overall greatness of the film by allowing the viewer to get the best possible visual experience of the events that occurred d uring that time. With Steven Spielberg at the helm of the film as both the director and a producer, the story aspect was bound to be incredible.Spielberg puts together this story of a group of soldiers sent on a mission to bring home the last remaining son of a mother, only to have doubts about the mission and if all of the loss and fighting is worth this one man. By combining different aspects such as relationships, death, and inner turmoil, Spielberg is able to create a masterpiece. The way Spielberg shows the inner workings and behaviors of the soldiers in the group is just one of the many ways that he is able to make the story relatable and a cinematic wonder.During the movie, the group meets a family, when they arrive at a small town bombarded by artillery. The father tries to give his daughter to the soldiers thinking that she will be safer with them. While the commanding officer at first refuses, one of the soldiers takes the girl saying that she â€Å"reminded [him] of his niece back home. † letting the viewer connect with the characters on a more personal level. Saving Private Ryan is as close as one can get to perfecting a war movie.Having all of the criteria for its genre, from story, to effects, to great performances, Saving Private Ryan is one of the all-time greatest movies. What stands out about this movie is how well plot and effects go hand in hand, complementing one another without over doing anything. I would strongly urge anyone who has yet to see the movie to do so, as it is one of the greatest cinematic works ever created. In the end, Saving Private Ryan is a movie that I feel will stand the test of time, and forever be watched and enjoyed by future generations.

Digital Forensics Free Essay Example, 1500 words

Everyone involved in the computer forensics process requires authorization from the appropriate authorities to monitor and gather information related to a computer intrusion. Normally, a system administrator as a forensic investigator would follow a standard set of procedures to capture and authenticate log files from a system under her authority so that they could be admissible in court of law. This involves various steps including the physical isolation of the computer in question to ensure that it cannot be contaminated accidentally. Investigators then make a digital copy of the hard drive after which they lock the original drive in a safe or other secure storage facility to maintain its pristine state. They therefore carry all investigation on the digital copy where they utilize a variety of techniques and proprietary forensic applications to inspect the copy of the hard drive, searching concealed folders as well as unallocated disk space for copies of damaged, encrypted or dele ted files (SearchSecurity. com, 2009). The practice of digital forensics is currently involving three stages, the first stage being securing of evidence. Securing entails imaging or the process of producing exact copies of the seized digital medium. We will write a custom essay sample on Digital Forensics or any topic specifically for you Only $17.96 $11.86/pageorder now The copies must contain the exact same information as the original and in order to prove this, the investigators use cryptographic hashing techniques. This first phase is therefore of great significance in ensuring that the evidence is admissible in court. The second stage involves analysis of evidence. Here, the investigators enumerate evidence items in the data set. Normally, the data set is very large and the investigators consequently find the process intricate. This is because it is difficult to determine the exact pieces of information that have value as evidence. The third stage involves evaluation, which is the process of assessing the implications of the enumerated evidence items in the investigation. The investigators evaluate such issues as what the evidence tell them about the use of the computer and the user’s actions. This phase is very crucial because the objective of any given investigation is to provide evidence of a chain of events. Digital evidence has many physical characteristics. For instance, it is easy to copy and modify them. However, keeping it in its original state is not easy. In a computer system, electromagnetic record is stored in the binary form that is 0 or 1. The copied object is the same as the original one but one can conveniently adjust it.

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The Direct Relationship Between Critical Thinking And Ethics

The Direct Relationship between Critically Thinking and Ethics Manuel Ortuno Jr. Foundations for University Success/GEN 201 21 September 2014 Ms. Alisa Hewitt The Direct Relationship between Critical Thinking and Ethics Critical thinking and ethics are two topics that every person should be educated on starting from childhood in order to be functional members of any society. To better understand the issue, one must first know what critical thinking and ethics are; â€Å"Critical thinking is the path to freedom from half-truths and deception† (Ellis, 2011) while â€Å"Ethics is the study of the foundational values of a community† (Ethical Lens Inventory, 2014). After reviewing the material in Becoming a Master Student about critical thinking and the Ethics Lens Inventory assignment, I feel the relationship between critical thinking and ethics is directly related, given that one understands the â€Å"rights† and â€Å"wrongs† for the community he/she will be a part of; discussing this relationship will also provide the foundation for the discussion of my personal review of my own blind spots and preferred ethical lens, how it affects my decision making, and how it applies t o professional and societal responsibilities. Critical Thinking Process Steps In order to understand critical thinking better, you must first be aware of the process. There are three steps, or strategies, to the critical thinking process which are quite lengthy. They include â€Å"checking your attitude, checking forShow MoreRelatedPolicing1068 Words   |  5 PagesEthics in Criminal Justice Administration Analysis Perla M. 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Also, I will discuss how other disciplines can influence nursing science. This will help understand how theoretical thinking has evolved. Theory development and theory thinking was first intiated by Florence Nightingale. She presented the first nursing theory, the environmental theory. Her theory focusedRead MoreThe Christian Worldview Essay1477 Words   |  6 Pagesseeking of truth is the gaining of knowledge. How one processes knowledge is dependent on how one views reality and truth. One’s worldview is their filter in this process. Hays and Erford (2010) define worldview as one’s â€Å"conceptualization of their relationship with the world† (p. 10). Ways of Seeking Knowledge and Truth There are many ways to gain knowledge and truth. Some ways are without intentional thought where as others are intentional. Jackson (2009) describes seven ways to gain knowledge:

Behavioral Observation Project Free Essays

Going to school is one of the most valuable social rituals people do. Staying for over 15 years at school, people earn an academic education that will shape their careers and lives. In school, people also meet friends and mentors who influence their personal beliefs. We will write a custom essay sample on Behavioral Observation Project or any similar topic only for you Order Now The early years in school are especially crucial for shaping foundations for virtues such as the proper behavior and self-discipline. Thus, grade school teachers are given the responsibility of instilling in their students the right qualities and attitudes. The learning site observed is a co-ed second grade class. The students are smart and energetic kids, with a few quiet ones thrown in. They come mostly from middle-class families and are of mixed ethnicities. They are still learning the core of education; spelling, writing, reading comprehension, basic geography, and fractions. Their teacher is male and a fresh university graduate; thus, he is younger than most of the faculty members. His youth presents itself in his interaction and communication style. The teacher is approachable and authoritative at the same time. He is kind, friendlier, and less stiff than other teachers. He also has a more laidback demeanor that is evident in his non-verbal gestures, such as giving high-fives and thumbs up to his students as a way of affirming their answers. His students perceive him as likable and are also more relaxed with him. By their standards, he is seen as more of big brother type rather than a scary teacher. The respect he receives is different, but in no way less than what other teachers get. At times when the students get too noisy or when kids fight, the teacher lets out his more commanding side to discipline the students. The teacher aims to improve and influence his students’ behavior, such as building up their self-discipline to keep them from chatting with seatmates and increase the attention that they pay to the lessons. To fulfill these, he makes use of some reinforcing and motivating consequences for the children’s actions. According to Skinner, using reinforcements is effective in helping shape or condition one’s reactions to stimuli. Thus, stimuli are called behavior influencers (Barker, Kreider, Peissig, Sokoloff Stansfield, 2008) Positive reinforcement increases the desired stimulus while a negative reinforcement removes a negative stimulus. Both encourage one to continue whichever action will lead to one’s benefit and increased comfort (Feist Feist, 2007). In the case of the second grade class, the most important stimulus is their grades. Having good grades leads to positive stimuli such as teacher’s praises, feelings of pride, and rewards from their parents. On the other hand, low grades bring about negative stimuli like dissatisfaction with oneself and disappointment from teachers and parents. The second-grade teacher uses public praises as positive reinforcements for kids who do well. By announcing how high one student’s grade is or by putting up the best artwork on the classroom corkboard, he highlights the student’s admirable behavior and quality of schoolwork, thus heartening the student to continue his or her hard work. The teacher uses mostly intangible reward to cheer his students on, as he hopes to motivate his students intrinsically rather than by bribes or physical rewards. Internal motivation will lead to a continued and better performance. He makes a special exception though for the case of a student with ADHD. He gives external rewards such as bowling games vouchers to this particular student to persuade him to continue his good performance and classroom behavior and continue his improvements. The teacher does not practice much punishment and extinction in the classroom. The harshest punishment he does is calling out a student’s name to get his or her attention back to the lessons. He was allowed to give them detention, especially when the kids get very naughty. His strength as an instructor and behavior model for the kids lay in the fact that he never had to give detentions because he is able to subdue a conflict before it even starts. He also understands the kids’ need to let go of pent-up energy and allows them to have some energy-releasing activities. The students receive punishment and extinction at home, mostly in the form of added chores for the former and revoked TV and video game privileges for the latter. The second graders are under the teacher’s excellent classroom management. The teacher’s policies are effectively and followed soundly. The teacher showed a perceptive understanding of when he should be friendly and when he should be authoritative with his students. Further, the behavior and discipline conditioning is enhanced by the good, trusting relationships between the teacher and his students. References Barker, B. , J Kreider, J Peissig, G Sokoloff, M Stansfield. (2008). Glossary of terms for the experimental analysis of behavior. The University of Iowa. Retrieved February 9, 2009 from http://www. psychology. uiowa. edu/Faculty/Wasserman/Glossary/stimuli. html Feist, J. Feist, G. J. (2007). Theories of Personality (6th ed). N How to cite Behavioral Observation Project, Essays

Consumer Behaviour Factors

Question: Describe about the Consumer Behaviour with his Factors? Answer: Executive Summary This report will be dealing with the consumer behavior and the factors that influence the buying behavior of the customers. The VALS segmentation will be discussed vividly determining the importance of it in the purchasing behavior of the customers. In addition to this, the function of the marketers in turning the need of the customers as their goals is also discussed along with the attitude of the customers in buying a new product is also discussed vividly. 1. On the basis of the personal consumer behavior, the segment that matches the individual best is Values and Lifestyles method of segmentation. According to Noel (2009) VALS is psychographic market segmentation and is so designed that it is diverged for different customers. As per example we can take the example of income where the customers having high levels of income have a habit of shopping around the A class section and dining out in the excellent class restaurants. In addition to this, these customers are also inclined towards wearing out branded and exclusive designer clothes and buying exclusive imported cars. In contrast to this, the customers with middle level income are inclined towards the mediocre lifestyle and counterfeit products. Hassan Craft (2012) commented on the fact that the VALS framework is a 2-D figure that consist of X and Y axes where X axis represents the primary motivation and the Y-axis determines the income, confidence and education. So, these 2 factor s determine the value and lifestyle of the consumer that is discussed vividly in the context. According to Clarke (2001) for determining the values and lifestyle of the people, resources are essential since it includes the income, intelligence, emotional support and education of the customers. The primary motivation also influences the individuals in acquiring values and lifestyle for achieving something and in order to become more social. The high class people with high resource and income who have their individual taste and are motivated to achieve the best quality things in life. The thinkers are the decision making consumers that stay well informed about the surroundings and readily accept any changes in the society due to their higher knowledge level. The achievers on the other hand are also motivated due to their achievements in their job and family. These people can adopt any brand very fast since they also have become a part of high income level people. In addition to this, Ammi (2007) had a view that VALS help to identify the customers that need to be targeted and ea sily finds out niche markets. It also helps to locate the target groups and gain knowledge regarding the target group to see how it works. Moreover it also helps in positioning the products more precisely in the market and also aims in making the campaigns successful and accurate. For these above mentioned reasons VALS is a successful method of market segmentation that helps in reflecting the personality of the customers and largely affects the lifestyle of the people. 2. It is essential to remember that the purchasing decision of the consumers solely begins from the need and want of the customer for a product or service. According to Baumeister (2002) this need of the customers are later transformed into the goals that helps the marketers to understand the customers more deeply and also it helps them to develop the marketing mix. The marketing mix on the other hand is an essential business tool that is associated with price, promotion, place and product. All of these factors affect the marketing strategy and any change in any of the aspects changes the market scenario. Maricic, Veljkovic Djordjevic (2012) opined that this also helps in understanding the gaps between the customer needs and the offerings of the organization and based on it, the marketing mix are formed to target the customers for essentially converting the products as their needs. It is the part of the organization or the marketers to identify the needs of the customers and make it their goals. This influences the purchasing behavior or buying behavior of the customers to a large extent. Noel (2009) had a view that Promotion of the products and services are done to the targeted customers. This helps in luring the customers to a great extent for selling the product or service to the customers. The promotion is done in such a way that it makes the customers feel that the product or service is in great need to the customers. This need is essential for making the customers take decisions regarding their purchases. In addition to this, Hassan Craft (2012) commented that the product also plays an important role in targeting the customers and influencing them to buy according to their choices. The marketers present the product and their respective brands in such a way that it not only attracts the customers but also makes them feel that the product is an essential part of their life. This intensifies the need of the customers for having that product and this result in influence g the customer buying decision to a good extent. On the other hand, Clarke (2001) had a view that Price is another important factor that determines and affects the buying behavior of the customers to a considerable extent. The marketer should remember that the customers always want the products to be of superior quality and better than the value they have paid for it. This is because; the customers are generally focused towards getting good quality of products at reasonable or low prices. So, the companies need to provide discounts, offers regarding the products in order to attract the customers. Moreover, Maricic, Veljkovic Djordjevic (2012) had a view that a good and lucrative pricing can be useful in attracting the customers hugely and also helps in influencing the buying behavior of the customers. Apart from this, the place also influences the customers purchasing decision to a great extent. This is because; it determines the location or the place where the products are predictable to be sold. The easy availability of the stor es and products make the products in need of the customers and this influences the purchasing behavior of the customers. 3. Recently, the individual has purchased a luxury wrist watch Miss Pasha from the women section of Cartier Watches. The watch is totally made of stainless steel having silvered opaque dial along with Arabic numerals. Moreover, the watch is waterproof and resists water up to 99 feet and easily withstands rain and is of light weight. Regarding the tri-component attitude model, the cognitive, affective and conative components that affects the buying behavior of the individual is discussed. According to Baumeister (2002) the Cognitive component helps in making decisions through a strong thinking process. This thinking procedure takes place on the basis of perceptions and knowledge that the customer already has in the mind. The customer has knowledge regarding the Cartier watches regarding its excellent quality and outstanding finishing, polish and glamour. The individual has a good collection of watches so on the basis of the previous experiences she had, she has opted for the Cartier w atch. Moreover, Ammi (2007) had opined that the Affective component of this tri-component attitude model arises due to emotional feeling of the consumers towards a certain brand or product. The customer has a soft corner for the luxury watch and is keen to have a collection of luxury watches. This emotional attachment towards the product or brand affects the buyer purchasing decision. In addition to this, Clarke (2001) also had an opinion that the Conative component of this attitude model also helps in influencing the attitude of the buyers purchasing behavior. This component is somewhat concerned with the tendency of the individual regarding a specific object. The individual here has evaluated the brand positively and therefore are inclined towards the brand and so purchase has been done from the given brand. After buying this lavished luxury watch from Cartier based on the attitude of the individual towards it, the attitude is not at all changed. This is because the individual on the basis of the tri-component model of attitude has done extensive research for making the purchase. Reference List: Ammi, C. (2007).Global consumer behavior. London: ISTE. Noel, H. (2009).Consumer behaviour. Lausanne, Switzerland: AVA Academia. Baumeister, R. (2002). Yielding to Temptation: Self Control Failure, Impulsive Purchasing, and Consumer Behavior.Journal Of Consumer Research,28(4), 670-676. Clarke, G. (2001). Confirming satisfaction as an attitude within the service-buying process.Journal Of Consumer Behaviour,1(2), 111-123 Hassan, S., Craft, S. (2012). Examining world market segmentation and brand positioning strategies.Journal Of Consumer Marketing,29(5), 344-356. Maricic, B., Veljkovic, S., Djordjevic, A. (2012). Customer satisfaction measurement.Marketing,43(4), 235-244.