Descriptive Essay Lous Place - 999 Words

It is years later and I can still remember my first visit to Lous Cafe. Stopping in to see if anyone could tell us where to locate the turn we had missed, my dad and I received a large dose of culture shock. It seemed as if we had opened the door to a place where time stood still. nbsp; Miss Lou Dixon owns and runs that restaurant in the middle of Small Town, USA.nbsp; Miss Lou has been in business at that location since 1954. Even though the place looks a little squalid, it is not for lack of care; in fact, Lou is proud of how clean she keeps her place.nbsp; She has often been heard to say, with the strongest East Tennessee accent, It dont matter how pore a body is. They can be clean.nbsp; She is proud of her A†¦show more content†¦nbsp; When entering the main dining room, whether by design or by custom, there is a definite pecking order involved in the seating arrangements.nbsp; The first table on the left, presided over by an elderly gentleman with Basset Hound eyes, belongs to the old men of the town.nbsp; The table sits in front of one of two large windows; the old men can see and are able to comment on the doins of them young uns running the town these days.nbsp; It is amusing to discover that the average age of the people under discussion is at least fifty and they took over their businesses from the same old men looking over them now. nbsp; On the right side, the other large window is dominated by the womens information league.nbsp; In other towns they would be known as busybodies or gossips.nbsp; At Lous, they are part of the complicated information gathering process.nbsp; They bring all the information from the night before and are linked to the rest of the town through the old fashioned rotary telephone hanging outside Lous kitchen door.nbsp; The phone rings constantly: someone wants to callShow MoreRelatedLibrary Management204752 Words   |  820 Pagesperformance of their unit. They oversee the use of resources. Another informational role played by managers is that of disseminator. Managers not only gather information, but they also share it with others. This information dissemination can take place in person or by means of e-mail or other types of communication media. As organizations have become more participatory, information is shared much more broadly than it was in the past. The final informational rol e played by a manager is that of spokesperson

Racial Disparity in Prisons Essay examples - 1456 Words

A Look at Racial Disparity in the United States Prison System Micah O’Daniel Institutional Corrections 2/22/11 Racial inequality in the American criminal justice system has a strong effect of many realms of society such as the family life, and employment. Education and race seem to be the most decisive factors when deciding who goes to jail and what age cohort has the greatest percentage chance of incarceration. Going to prison no longer affects just the individual who committed the crime. Instead, the family and community left behind gain a new burden by one individuals actions. The United States still has a large disparity between Whites and Blacks and now a growing Hispanic population. This racial disparity in the educational†¦show more content†¦This obvious job discrimination shows that there are significant negative effects on blacks even after their prison sentence has been served. With less opportunity than whites to enter back into the workforce after incarceration, blacks end up having a higher rate of return to prison (USDOJ, 2008). There is also a large disparity between races when it comes to sentencing convicts to Death Row. Looking just at the federal death penalty data released by the Department of Justice between 1995 and 2000, 682 defendants were charged with death-eligible crimes. Out of those 682 defendants, the defendant was black 48% of the cases, Hispanic in 29% of the cases, and white in only 20% of the cases (Coker, 2003). The United States features a prison population that is more than quadruple the highest prison population in Western Europe (Pettit, 2004). In the 1980s, U.S. legislation issued a number of new drug laws with stiffer penalties that ranged from drug possession to drug trafficking. Many of those charged with drug crimes saw longer prison sentences and less judicial leniency when facing trial. The War on Drugs has furthered the boom in prison population even though violent crime has continued to decrease steadily. Many urban areas in the U.S. have a majority black population. With crime tendencies high in these areas, dru gs are also prevalent. This means that a greater percentage of those in prison are going to be black because lawShow MoreRelatedRacial Disparities Of Mass Incarceration1572 Words   |  7 PagesRacial disparities in mass incarceration Introduction Mass Incarceration in the United States has been a large topic of choice because rapid growth in the prison and jail populations, the long sentences the inmates face, and the inability for some inmates to incorporate themselves back into society. Since the 1970’s the U.S. prison population quadrupled from 158 to 635 people per 100,000, causing the U.S. to gain the title of country with the highest incarceration rate. (Massoglia, Firebaugh, Read MoreWhy The Incarceration Rate So High For Young Black Males?1428 Words   |  6 Pageslargest justice system in the world. America also has the highest incarceration rate with over 2 million people in prison. African Americans account for approximately 40 percent of those inmates. Why is the incarceration rate so high for young black males? By examining the data and demographics, and the causes and consequences a greater understanding will be gained as to why these disparities exist. As of December 2013, according to the Bureau of Justice Statistics, the number of incarcerated malesRead MoreRacial Disparity in Sentencing1728 Words   |  7 PagesRacial Disparity in Sentencing Lori Raynor University of Phoenix Cultural Diversity in Criminal Justice CJA/423 Ron McGee September 06, 2010 Abstract In this paper I will illustrate racial disparity in sentencing in the criminal justice system. The causes of racial disparity and the reasons it is on the rise, the research statistics, and the proposed solutions are discussed. Racial Disparity in Sentencing The intersection of racial dynamics with the criminal justice systemRead MoreThe Criminal Justice System Has Served As A Focal Point Of Much Of Societal Racism993 Words   |  4 Pagesas prosecutorial bias in jury selection (James F. Nelson, Disparities in Processing Felony Arrests in New York State). Despite these constructive changes, racial inequalities seem to have decline over time. The alternative approach is to examine the factors that enable white, or middle class, offenders to be sentenced to non-prison terms more frequently and to replicate those conditions for low income people (James F. Nelson, Disparities in Processing Felony Arrests in New York State). For exampleRead More Disparity and Discrimination Essay example836 Words   |  4 PagesDisparity and Discrimination According to Webster’s Dictionary, the proper definition for discrimination is: 1 a : the act of discriminating b : the process by which two stimuli differing in some aspect are responded to differently 2 : the quality or power of finely distinguishing 3 a : the act, practice, or an instance of discriminating categorically rather than individually b : prejudiced or prejudicial outlook, action, or treatment (Webster’s dictionary). Discrimination has been aroundRead MoreThe Sentencing Of African Americans1626 Words   |  7 Pageswhite defendants and are 20 percent more likely to be sentenced to prison.† Hispanics and African Americans make up 58% of all prisoners in 2008, even though African Americans and Hispanics make up approximately one quarter of the US population. (Henderson 2000). Slightly 15% of the inmate population is made up of 283,000 Hispanic prisoners. According to the Bureau of Justice Statistics, every third black male gets sent to prison at least once in his life. Males of color have a disproportionateRead MoreRacial Impact Statements : Considering The Consequences Of Racial Disproportionalities On The Criminal Justice System964 Words   |  4 Pagestitled, Racial Impact Statements: Considering the Consequences of Racial Disproportionalities in the Criminal Justice System, the article addresses how the American Criminal justice system has been suffering from the dramatic increase in mass incarceration and the uneven rates of racial disproportionalities and disparities. These disproportionate impacts with minorities within the criminal justice system are all impacted from neutral laws, policies and practices. Statements made with racial impactRead MoreBlack Americans Receive A Stricter Punishment Than White Americans Essay1446 Words   |  6 Pagesas thugs and common criminals; these negative stereotypes demoralize men of c olor and allow society to believe and internalize this destructive thinking. The racial disparities that exist in the criminal justice system are an indirect consequence of the portrayals of African American men that circulate in society. Because of racial disparities that occur in the United States it consequently threatens communities of color by â€Å"disenfranchising thousands by limiting voting rights and denying equal accessRead MoreThe Failure of the War on Drugs Essay1529 Words   |  7 Pagesthe crime rate. However, studies show that drug deterrent policies on possession and use have been inadequate and unsuccessful (Cole Gertz, 2013). Studies also show that the War on Drugs has not attained its objectives because the policy exhibits racial discrepancy as it has led to the disproportionate incarceration of Blacks and minorities. Specifically, evidence indicates that the upper class, generally White individuals, is more likely to use powered cocaine while the lower class, generally BlacksRead MoreShould We Be Mandatory Sentence Reduction?870 Words   |  4 Pagescourthouse doors to claims of racial bias at all stages of the criminal justice process from the levels of justice ranging from stops and searches to plea bargaining and sentencing. One case, in particular, stands out as drawing the line on expectations of the court to actively address racial bias in sentencing and conviction. This was in McCleskey v. Kemp and United States v. Armstrong, when the Supreme Court made ruled that it could only act or rule on matters of racial bias win the presence of â€Å"only

Women’s Employment and The Phenomenon of Dual Breadwinners in Canada Free Essays

Throughout the early parts of Canadian history, Canadian women served only as wives and mothers where they shared the reservations of motherhood, the tasks and responsibilities of managing their home, and the vocation of serving their families (Errington 7). Throughout this century, labor or work was significantly divided based on gender. As Elizabeth Jane Errington wrote, â€Å"Men hunted, worked the fields, and tended to the heavy outdoor chores. We will write a custom essay sample on Women’s Employment and The Phenomenon of Dual Breadwinners in Canada or any similar topic only for you Order Now W]omen kept the home, raised the children, and provided the food and clothing needed for daily subsistence† (8). Regardless of their economic status, women were limited to producing goods and services for their households. They were tasked to clean the house, cook food for the family and worked on a routine household chore. Thus the lives of Canadian women were dictated by the â€Å"cycles of pregnancy, childbirth, and lactation† (Errington 11). During the twentieth century, women were still discriminated in employment. There were reports of unequal pays between men and women workers wherein men’s salary is far above than women’s salary. However, during the 1950s to 1960s, the â€Å"new employment statutes† in Canada were formed to prevent discrimination in employment relation to race, religion, and gender. For instance, the â€Å"first Canadian Bill of Rights† has enclosed equal employment opportunity for all Canadians regardless of their gender, thereby prescribing equal pay for men and women. However, this bill failed to address the employment condition of the disadvantaged group. Thus, in 1970s, brought by increased pressure from minority and women group, the federal government instituted special programs that would improve the employment status of both groups. In 1977, the Legislature passed the â€Å"Canadian Human Rights Act† which aimed â€Å"to protect Canadians from discrimination based on ten grounds: race, national ethnic origin, color, religion, age, sex, marital status, family status, disability and conviction for offence for which a pardon has been granted (Human Resources and Skills Development Canada† [HRSDC]). Six years later, the â€Å"Royal Commission on Equality in Employment (RCEE)† was founded to advance equal employment opportunities through methods deemed as most effective, efficient, and equitable. This activity was delegated to individuals with disabilities, aboriginal peoples, minority persons and women. The following year, Judge Rosalie Abella released the report of this commission which addressed the problem relating to employment disadvantage. This report served as an instrument in the creation of â€Å"Employment Equity Act† in 1986, the purpose of which is to: Achieve equality in the workplace so that no person shall be denied employment opportunities or benefits for reasons unrelated to ability and, in the fulfillment of the goals, to correct the conditions of disadvantage in employment experienced by women, Aboriginal peoples, persons with disabilities, and visible minority people by giving effect to the principle that employment equity means more than treating persons in the same way but also requires special measures and the accommodation of differences. (HRSDC) Ever since this Act was instituted, the number of women’s employment increased significantly, almost causing women to claim equal percentage of employment with men’s employment. Considering a family where both a father and a mother are employed, dual breadwinners have become a trend in most family living in Canada. As the Canadian Human Rights Commission (CHRC), referring to equal pay between men and women, noted â€Å"Canadian women have achieved considerable progress towards equality in the past few decades but are still far from having reached full substantive equality. Current Trend in Employment Equity: A report on Women’s Employment From 2005 to 2006, women’s representation in employment remained steady at 42. 7 percent. In 2005, the percentage of women’s representation in the private sector was 43. 3 percent, while in 2006, it was at 43. 1. At the public sector, women’s representation was at 41. 7 percent in 2005, while in 2006, women’s employment was 42. 1 percent. Although, women’s employment is significantly high, it remained below the availability in both the public sectors and private sector with a total 48. percentage (HRDC). In the federally regulated private sector, most women found employment in the banking sector with 134,274 women population or 68. 4 percent in 2006. Other private sectors where women have representations are in communications, with 88,398 employed women or 40. 8 percent; transportation with 38,949 women employees or 24. 5 percent; and others with 14,783 women representation or 30. 2 percent (HRSDC). Meanwhile, the number of women based on their selected occupational group is also noticeable with a total of 44. percent in 2006, wherein women who are employed as senior manager was 22. 2 percent; middle and other managerial level at 44. 2 percent; professionals at 46. 3 p ercent; and Employment Equity Occupational Groups at 44. 7 percent. Compared to the employment equity data in 2001 wherein women employment based on occupational group is summed up to 45. 3 percent, women’s representation is lower in 2005 where said total percentage was at 44. 5. Yet, it increased with . 2 percent as compared to the previous year (2008) (HRDC n. p. ). Furthermore, according to a report from Labor Force Survey (LFS), the total number of employment in Canada has declined in March 2009, recording an estimated 61,000 unemployed. This marked the highest unemployment rate of 8. 0 percent as compared to 2001 where unemployment rate is only at 0. 3 percent. Employment losses are common among men ages 25 to 54 with 7. 7 percent unemployment rate, and the youth ages 15 to 24 with 14. 8 percent unemployment rate. In contrast to 7. 7 percent unemployment rate among men between the ages 25 and 54, the percentage of unemployed women in the same age bracket was at 5. percent (Statistics Canada 7). Employment of men whose age ranges from 25 to 54 was at 7,236. 6 (in thousands) while employment among women in the same age bracket was at 7,246. 5 (in thousands) recorded in March 2009 (Statistic Canada 24). Increased in unemployment rate was due to the financial crisis that faced the world economy where Canada is one of the most affected countries. Looking at the figures, one may assume that women are claiming equal distribution of employment among men. Also noticeable is the low unemployment rate among women (5. %) as compared to men (7. 7%). This only indicates that women are participating actively (by being employed) in both public and private sectors in Canada. Most Canadian women are now becoming family’s breadwinners. Employment Equity for Women is not yet in Full Substance Many changes have occurred concerning women’s representation in the federal government of Canada. Aside from labor force participation, Canadian women also found themselves actively participating in electoral federal voting (Erickson and O’Neill 375). According to Erickson and O’Neill, factors such as increase in levels of education, occupational segregation, and lower pay rates incited Canadian women to cast their vote on people, party, or policy that aims for women equality with men. Armed with these struggles, Canadian women are now seeking for a fairer treatment in the workplace. Gender-sensitive groups petition for creating policies that would provide equal pay, treatment, and opportunities for women seeking for employment and those who are already working. They also urge the federal government to stop violence against women which are often manifested in the form of spousal and sexual assaults. Although the status of Canadian women has significantly developed from being housekeepers to becoming senior managers, equality between men and women in the workplace is not yet fully realized and implemented. As the CHRC noted, â€Å"For instance, in 2000, the average employment income for full-time female employees working year-round was 70. 8% of the income of male workers. Aside from the employment income, other factors such as gender, ethnic origin, race, and disability contributed to the economic disadvantage of Canadian women. As has been stated, â€Å"gender-based violence in the form of spousal and sexual assaults† also prohibits the substantive equality of men and women (CHRC). With regard to nature of employment, although the employment rate of Canadian women has increased, they are â€Å"more likely to be hired in part-time a nd temporary work as compared to men† (Cranford, Vosko, and Zukewich 456). This indicates that Canadian women are more exposed to negative employment environment such as â€Å"limited benefits and statutory entitlements, low earnings, job insecurity, low job tenure, poor working conditions, and high risks of being sick† (Cranford et al. 456). Many critics blamed the â€Å"feminization of employment norm [which] caused the erosion of the standard employment relationship [which then led to] the spread of non-standard forms of employment that exhibit qualities of [unstable] employment† often experienced by most Canadian women (Cranford et al. 56). The growth of non-standard employment began in 1980s and is continuously being practiced in the country. Furthermore, the feminization of employment standards was said to be brought by the following factors: occupational and industrial segregation; increased number of women participating in formal labor force; the gendering of jobs to accommodate more laborers; and occupational and income division betwe en and among men and women (Cranford et al. 460). Looking at this employment trend, it seems that Canadian women are still victims of inequality. In fact, many studies confirmed that the reason why most Canadian women working on a part-time and temporary basis is because they are being obliged to perform their chore of care giving for their family. As Cranford and associates put it: â€Å"[O]ver-representation of women in more precarious forms of employment is shaped by continuous gender inequalities in households resulting in women’s greater responsibilities for unpaid domestic work compared to men† (460). Thus, although most Canadian women are now taking their part as breadwinners of the family, they are still more bound by their household responsibilities as compared to men. Women Employment and Dual Breadwinners With the increasing number of women receiving higher levels of education, particularly those who are able to finish their college degrees, most of them are finding their chance to be employed in a high paying job. Being highly paid, these women are no longer concerned with the financial support that would come from their spouses. Most of them are interested in becoming successful in their chosen career. Such women’s aggressiveness often results in bringing home higher income as compared to their husband. However, over time, the phenomenon of dual breadwinners in most households across the globe has been bombarded with different issues relating to gender roles, equality, economic status, and others. It has been perceived that when a woman (particularly married woman) starts to work and serve as the breadwinner of their family, indirectly, the tendency is that later, she would abandon her role as a wife and as a mother. As Dr. Gail Saltz wrote: For some couples, having the woman make more money than the man creates an insurmountable problem. Some men feel emasculated if their wives are the primary breadwinners and they are asked to take on more household chores and additional childcare responsibilities. And some women feel resentful if they not only shoulder most of the household’s financial obligations, but also are expected to pick up the lion’s share of the domestic responsibilities. Moreover, living in a society that associates money with power, most people believe that the one who brings home more money automatically would lead or dominate the members of the family. Yet, the positive effect of women’s employment and the event of dual breadwinners can be observed in the progress of the economic and financial status of each household where both parents are employed and are receiving good income. Women Breadwinners in Canada One of the most radical changes in Canadian employment condition brought by the passage of Employment Equity Act was the growth of dual-earner husband-wife families as early as in 1960s. Statistics Canada identified that the increased in numbers of dual-earner couples during the past years was brought by the growth in numbers of wives who serving as the main wage earner in the family. In 1967, it was recorded that approximately 11 percent of married women were earning more than their spouses. In 2003, this percentage had nearly tripled, recording 29 percent increase on the number of women serving as primary breadwinners. Findings revealed that wives serving as primary breadwinners have an income of approximately $41,200 in 2003 compared to $57,800 income of their male counterparts (Statistics Canada). Although it has been noted that there are a considerable number of Canadian women who serve as primary breadwinners, Statistic Canada noted that primary-earner married women are receiving an income that is less than the income of primary-earner husband. Thus, families with wives as primary breadwinners are noted to lag behind the families with husbands serving as primary breadwinner. As stated in Statistic Canada report, Family incomes in which the wife was the primary breadwinner averaged $74,000 in 2003, compared with $86,000 for families in which the husband was the primary earner. In addition, on average, primary-earner wives contributed less to family income than primary-earner husbands. Employment earnings of primary-earner wives represented just over half of their family’s income, while the earnings of primary-earner husbands corresponded to two-thirds. Analyzing this development, it can be assumed that although most Canadian women had found their place in labor sectors, there are still factors which serve as barriers for women to become the primary breadwinners of their families. Analysis and Conclusion Although women’s employment had increased over time and that there are a significant number of women who serve as family’s breadwinners, women have not yet reached an equal status with men nor replaced them as the primary earner in many families in Canada. One of the factors contributing to such trend is related to the amount of income being received by most employed women. Although the Employment Equity Act encouraged equal pay between men and women, most companies in Canada still give higher income, benefits, and incentives to male workers due to perceived work hazard where male workers are more exposed. Another reason is that most women are engaged in low paying job. Although there are some who work as managers and high professionals, many women are employed in blue-collar occupations such as clerical, secretarial, service, and sales jobs where the salary is low. Men who are employed in blue-collar jobs receive higher pay than men because of the nature of their work which require strong physical attributes. Moreover, though there are a large number of women employed in both private and public sectors, the tenure of their employment could not guaranty high earnings. In addition, most women are more often receive part-time, temporary, or contractual jobs as compared to a large number of men working as full-time employees. Being employed as part-time worker prohibits women to receive more benefits and incentives being given to full-time employees. With these conditions, the following conditions of employed women in Canada can be inferred: (1) equity and equality between men and women has not yet reached its full substantive goal; (2) Canadian women are still victims of male dominion both in family and labor affairs; (3) Canadian women are still struggling to have an equal status with Canadian men as primary breadwinners; and (4) Canadian women still need to encourage the federal government to create a more effective and efficient policy addressing the issues of inequality between men and women by enclosing all the aspects of living (economic, social, political and cultural). Only when these conditions are addressed properly will Canadian women receive their equal share in all aspects of living among with men. Meanwhile, the positive effects of women’s employment and phenomenon of dual breadwinners in Canada are: (1) women are able to contribute to the budget of the family; and (2) families with dual breadwinners are more likely to progress economically and financially. Works Cited Canadian Human Rights Commission. Social Equality in Canada: A Submission from the Canadian Human Rights Commission to the United Nations Human Rights Council as part of the Universal Periodic Review (UPR). 4 Dec. 2008. 1 May 2009. http://www.chrc-ccdp.ca/legislation_policies/othersubmission_autrememoire/socialequality_egalitesociale-en.asp. Cranford, Cynthia J., Leah F. Vosko, and Nancy Zukewich. â€Å"The Gender of Precarious Employment in Canada.† Industrial Relations 58 (2003): 454-482. Erickson, Lynda and Brenda O’Neill. â€Å"The Gender Gap and the Changing Woman Voter in Canada.† International Political Science Review 23 (2002): 373-392. Errington, Elizabeth Jane. Wives and mothers, schoolmistresses and scullery maids working women in Upper Canada, 1790-1840. Montreal: McGill-Queen’s University Press, 1995. Human Resources and Skills Development Canada. History of Employment Equity. 16 Sept. 2003. 1 May 2009. http://www.hrsdc.gc.ca/eng/lp/lo/lswe/we/information/history.shtml. —. Employment Equity Act Annual Report – 2007: Chapter 1: Women. 18 Jul. 2008. 1 May 2009. http://www.hrsdc.gc.ca/eng/labour/publications/equality/annual_reports/2007/page05.shtml. Saltz, Gail. â€Å"Women as Breadwinners?† MSNBC.com. 24 Jan. 2007. 1 May 2009. http://www.msnbc.msn.com/id/16757475/ Statistics Canada. Labor Force Information. 9 Apr. 2009. 1 May 2009. http://www.statcan.gc.ca/pub/71-001-x/71-001-x2009003-eng.pdf . —. Study: Wives as Primary Breadwinners. 23 Aug. 2006. 1 May 2009. http://www.statcan.gc.ca/daily-quotidien/060823/dq060823b-eng.htm How to cite Women’s Employment and The Phenomenon of Dual Breadwinners in Canada, Papers

Journal of Contemporary Research in Management - MyAssignmenthelp

Question: Discuss about the Journal of Contemporary Research in Management. Answer: Introduction Digital marketing and communication has its impact in every possible industry one can think of. It is now a primary mode of promotion for every business in this developing world (Armstrong et al. 2015). Australia has already attained its development and a huge number of the Australians are actively participating in social networking, regardless of age. They have completely accepted the technological innovation and using it as an integral part of their social life (Ryan 2016; Tiago and Verssimo 2014). The selected business for the fulfilment of the report is Chefs of Tandoori Second Innings, one of the famous Indian restaurants present in Adelaide. The key plans that are appropriate to address the situation are mobile marketing, SEO, social media marketing, search ad campaign, email marketing and content marketing. The reason of adding Second Innings is to demonstrate the revival of their business after the 2011 fire, which caused them, shut down the business. The significant cause, however is to put essence in the name as most of the customers are cricket lovers (chefsoftandoori.com.au. 2017). Harry and Sandy, the owner of the Chefs of Tandoori Second Innings have came a long way from India with their experience of working in five star hotels and restaurants in India and abroad. Their primary mission is not only to make Chefs of Tandoori one of the best Indian Restaurants in Adelaide, but also the finest Indian Cuisines available in whole Australia. For the completion of their mission, the company has done something no other restaurant thought of. They have transcended the cultural and regional boundaries of Indian food and accumulated all under a single menu to present the diversified flavours and cultural specialities in Adelaide. This strategic implementation has surely paid them well as they are one of the top known Indian restaurant present in Adelaide. Moreover, both the owners are cricket lovers and incorporated this as an integral part to attract their customers. It facilitated them to build a customer base that loves both Indian and the Australian cricket. Moreover, they have implemented a diversified strategy for operating in the Adelaide market. They not only serve as a traditional restaurant, but also accept online order through mobile application. They have strategies to create value with this that would be discuss in the later part. Besides, they take orders for all kinds of functions and parties (chefsoftandoori.com.au/functions. 2017). They also have banquet service and prepared separate menu accordingly to serve the customers accordingly. Operational Area The company operates not only in traditional table service, but also involve themselves in organizing functions and parties or even serve banquets (chefsoftandoori.com.au/functions. 2017). They are now taking online order for better serve their customers. This is a great way of influence the target customers in the competitive market as they are doing something different from their competitors. A considerable number of Indians have opened their restaurant business in Adelaide that are serving Indian food. However, they are limited to only one or two cultural cuisine. Taj Tandoor, Namaste Nepalese Restaurant, New Indian Restaurant are some of the major competitors that Chefs of Tandoori has in the market that have potential to challenge them (dimmi.com.au. 2017). It is important to identify the strength, weakness, threats and opportunity posed by the market and competitors for every industry. It helps the company in setting the marketing strategies accordingly(Grant 2016). While discussing about the strengths and weaknesses, it is worth mentioning that the diversified food menu for both the table and the banquet and parties is their primary strength that no other restaurant serve in the area of operation. On contrary, the massive fire that caused complete shut down of the business for nearly a year has posed devastating impact on the business (Bohari, Hin and Fuad 2017). Moreover, their food menu is prepared to attract the Indian customers to their restaurant that could also be count as a weakness. The menu and the strategy fails to attract the Australian origins. Threats and Opportunities The competition that other Indian restaurants pose on them is the biggest threat for the organization. Some of the main competitors that are mentioned earlier in the report poses accountable threat in their operation. On the other hand, the diversified food menu, online order and booking, digital marketing and use of digital medium for value creation provides them opportunity to grow faster. Moreover, growing number of Indians in Adelaide provide them an opportunity. The business has prepared their menu to attract Indians belonging from every region and culture that creates them opportunity to explore more. However, they need strategies to attract the Australian population to their doorsteps (Grant 2016). The business has already made their presence in the digital world with incorporation of social media marketing. Company has build their own website with details of their business and the products and services available in their restaurant. Moreover, they have build mobile application for their customers enabling them to order food online and book table in their restaurant. They utilize their facebook other social networking pages to update their customers of their latest events and promotion. What more the company do is to encourage their customers to provide their expert opinions over these social networking sites to understand and modify their services accordingly to meet the requirements. It also serves as a value creation process for the company. They are following a different marketing strategy in their second opening. They are now focusing on digital promotion, which successfully benefited them over this time. They are utilizing popular social networking sites for both promoting their products and getting feedbacks for the services provided to the customers. It facilitates them in value creation of their business. In addition, their facilities for making purchase using the mobile application enable their customers earn points that will provide them extra benefit on future purchases. The well-organized company website successfully communicates the products and services offered in their restaurants and specifically identify the target customer segment. Their lucrative food menu distinguishes them from other similar businesses in the area and states exactly why the customers should go for their product.They have properly positioned their product in their website. The products and services are easy to find in their website and clearly communicated to the customers. Integrated Marketing Strategy Even though the company has implemented the core principle of digital marketing in their business, they are failing in obtaining maximum benefits out of it. They are facing several challenges in their operation. The above discussion shows that they are only focusing on facebook as their social network marketing. There are various other platforms used by the by target segment. Some of the popular social networks are Instagram, twitter, Pinterest they can incorporate in their marketing strategy. The next identifiable challenge that the company face is the poor quality of content in their website (Pulizzi 2012). However, they have successful stated their offerings, target customers and the benefits; they fail to attract the customers due to its dullness. While visiting their website, it was noticeable that the company has enabled their customers to order over internet and delivery by Uber Eats. However, there was no facility provided to the customers for making online payment. Beside th ese challenges, the company has made a section for the customers to make any enquiries that also via email. No fast process is incorporated to meet the customers enquires. These are due to their lack of knowledge in digital marketing application and under qualification of the staffs hired. Necessary recommendations are made below to overcome the challenges mentioned (Leeflang et al. 2014). Recommendation and Justification The most important issue that requires attention is the content on the website. It is said that the first impression is the last. Hence, they need a more attractive website that capture the customers attention and make them read the full of its offering. It is a part of strategic marketing, which generates relevant, valuable and persistent content for attractingthe customers and build customer base to generate revenue.Hence, the business should hire a content developer with more knowledge of the field and can properly arrange the content and make it interesting(Pulizzi 2012). Making the staffs compatible for digital marketing is another necessary requirement as every employee plays important role in promotion. Staffs customer service skills should be develop accordingly to meet the need. They are currently promoting their business only through facebook, which is a major drawback for the business. The target segment explores other networking sites that are mentioned in the above section. The company needs to tap into them as well for gaining desired results. This requires more experts in the field of promotion to keep up tracking (Tuten and Solomon 2014). The company should start a help online help desk to provide fast assistance to the customers. Email assistance is surely not up to mark for modern day digital marketing. They immediately need to start customer helpline over telecommunication. Online payment is another important issue identified in the report. Chefs of Tandoori is in urgent need of enabling customers to make online payment. They need to make collaboration with the popular payment channels like paytm or directly collaborate with banks for providing safe payment options to the customers. Finally, they need to advance their search engine optimization, as it is the first necessary step towards digital marketing. This is a field, where the business is reluctant to spend money on. They need to invest more in pay per click search marketing to reach the customers. Moreover, they need to track the online traffic to develop understanding the flow of the viewer. It will help them to understand the ration of interested and rejected customers (Kritzinger and Weideman 2013). Digital Marketing Plan The digital marketing ways have been embraced by the business organizations nowadays not only to attract the customers but also to gain competitive advantage in business with ease and effectiveness. Digital marketing is nowadays one of the most effective ways or marketing the products and services delivered by a company, enhance customer satisfaction, and even allow the company to generate good amounts of revenue in business. The online world seems intimidating for the business organization, because it can help the business to grow and develop, furthermore market the products and services with ease (Chauhan and Pillai 2013). The products and services would be accessible to the customers online, just as the case of the restaurant here, for which the customers could easily order the food items and get delivered to their doorsteps and even book their seats prior to coming to the restaurant for enjoying a relaxing dinner. The digital marketing has influenced the ways customers think and perceive the products of Indian restaurant of Adelaide named Chefs of Tandoori - Second Innings by including mobile phones, display advertising and even other forms of digital medium (Wymbs 2011). Within the business environment in the present century, the competitors and potential customers have become online and it proves that a proper digital marketing plan can make a business stay ahead and ensure business growth consistently within very less time and with lesser financial resources. It has been seen that visual content created by a restaurant always grabs the attention of customers easily and they are influenced to try out the delicacies at least once. This act as free marketing techniques, as a very less cost is required to do so and the efforts are also lower when compared to other traditional marketing techniques (Miller 2012). The objectives that were needed to be achieved included increase in sales revenue and utilize the major performance indicators for tracking the progress of digital marketing. The restaurant also wanted to retain the existing customers as much as they could for generating more income and improve the business effectiveness. By implementing the digital marketing strategies through use of content marketing, social media channels use, etc., the restaurant aimed for higher traffic rate. This would be done by optimizing the search engine properly (Tiago and Verssimo 2014). The company made sure that people who watch the advertisements and promotions done through internet does not leave midway and rather check the entire website, furthermore continue to the next steps to obtain more knowledge and information about the services offered by Chefs of Tandoori - Second Innings in Adelaide. Thus, in order to achieve this objectives, the organization decided to use few major assets for enhancing th e effectiveness of digital marketing techniques and make the India originated business to successfully function within the new business environment in Australia (Holliman and Rowley 2014). Few of the major tools that could be used were Social media marketing, Search ad campaign, content marketing, email marketing, Search engine optimization or SEO and Analytics (chefsoftandoori.com.au 2017). Social media marketing The restaurant in Adelaide has wanted to engage with the customers and for that they have chosen the social media marketing plan as an useful one. It has helped the organization to gain more customers and even retained the existing ones. The social media marketing has been added to the marketing mix elements of the company to increase the brand awareness and create a sense of motivation to engage the customers with the food items offered by the restaurant (Hyder 2016). Chefs of Tandoori - Second Innings has promoted its business by thinking like the customers and made a clear statement for which the customers want to visit the restaurant. People nowadays are most likely to involve with the social media networks and due to this, social media marketing tool is effective for the business to grab the attention of customers easily and allow them to focus on the food items offered (Chaffey and Bosomworth 2012). The company has a Face book connected website where the cover page include phot os of delicious food items and customers enjoying the food. This is a quite relevant way of marketing business for free and even the cover page can be changed anytime. In Facebook, the tabs have been used to influence the users visit the restaurant. The tabs are clicked on because those show the content and relevance of the website including few popular food items along with menu items that are featured and food deals. The photos of foods are posted on the Facebook page, which are liked by people and commented upon. The positive feedbacks and responses of few customers make others look into the restaurant and try the food items (Strauss 2016). Exclusive deals and offers on foods are provided by the restaurant for the customers if they will like the page while social coupon promotions are used to create more fans and followers, further make people share the deals with their families and friends and become follower of the page as well. Ads on facebook suffer as good niche marketing tools that can target specific groups of people within a particular geographic location while the embedded videos could demonstrate he companys sustainable approaches foll owed during the production of food items. This would create positive mindset among the services users too (Jrvinen and Karjaluoto 2015). The negative comments and showing appreciation for the positive posts of the webpage could create a transparent and friendlier persona online and engage more customers easily. This would also promote word of mouth and with customers hash tagging about the food items and the restaurant, the digital social marketing plan would tend to be successful for Chefs of Tandoori - Second Innings (chefsoftandoori.com.au 2017). SEO/Analytics The Search engine optimization of SEO technique and Analytics could be used by Chefs of Tandoori - Second Innings to create a Business webpage on Google and attract more clients. It would be easy for people to locate the restaurant and even find out other details regarding booking, menu and availability of seats of the restaurant online (Chaffey, Smith and Smith 2013). The customers would be able to Google the business name and find out information about the restaurant. The organization should use Google Posts so that those could be accessible with the help of Google and even allow the company to post a minimum of 300 words with a picture of the food item for which the restaurant has been specialized (Baltes 2015). People would be able to reserve, sign up, buy as well as gain offers and beneficial deals for every purchases made. Additional links would be created by using the SEO and Analytics along with reservations URL, which should save a lot of time for the staffs. Citations are i mportant for generating more traffic in the website managed by the restaurant. The FourSquare and Yelp listings should be managed properly for creating a cost effective solution to customers services. The reviews should be responded to properly and the restaurant would be able to create a strong online brand presence. SEO could help too add menu in the search results and enable the customers to search the menu of the restaurant on Google and immediately obtain results in the form of column wise list of food items on the Google page only (Berthon et al. 2012). The mobile marketing uses the sponsored bulk SMS services to reach more customers in business and attract them quite easily. The providers of this service can be supported by financial investments done by sponsors and thus the SMS sent to customers include the ads of the sponsors. Mobile marketing allows for engaging the customers through surveys, pools and opinions, there making them part of the business and identifying their needs properly. The SMS sent to the customers include location-based deals that are irresistible for the customers and they can even look out for the major deals offered by the restaurant within the operational area (Scott 2015). A mobile website could be created for enabling the customers to navigate through the website, find out the products and even order those in case of pursuing a home delivery. Nowadays, use of mobile apps could also reach wider audience group and target the younger generation to know the recent activities of the restaurant. This would en hance brand awareness and drive the sales for the restaurant too (Saravanakumar and SuganthaLakshmi 2012). Emails could also be sent to the clients web mails where they would be getting direct links to the website and look for the food items provided by Chefs of Tandoori - Second Innings (chefsoftandoori.com.au 2017). Developing content is an essential component of digital marketing that not only drives the sales by attracting more customers, but also generates more profit in business. A blog can be created for creating a pathway for generating more network traffic and share company related information like the recipes, secret ingredients, etc. A short video consisting of the cooking activities and sustainable approaches followed by the restaurant could also be a useful content for spreading positive message to customers (Leeflang et al. 2014). Social media is an effective platform that can help to personalize the content anytime and provide visual representation to grab attention of customers. Therefore, these are the various tools used for creating an effective digital marketing plan by Chefs of Tandoori - Second Innings to influence consumer buying behavior and generate more revenue in business (chefsoftandoori.com.au 2017). Conclusion It is clear by now that the digital marketing implemented by the company is ineffective due to its incompatibility to address this issues. New marketing plan is required for them to develop customer base. The need to develop their website content and make it more attractive for convincing the customers. Secondly, they need to increase their presence in other popular social networking sites. Attention is also require in the mobile networking. They have tactically implemented in encouraging the customers in placing online order via mobile application that will gain them points. These points will benefit hem in future purchases. However, they did not enabled them to make online payment that is necessary part of online purchase. The proposed method described the necessary modification needed in mobile marketing. Other marketing plans that are mention in the discussion are also relevant in gaining customers attention and attract them for visiting the stores. Moreover, the proposed fast cu stomer helpline for assisting customers over phone will facilitate in building customer loyalty and value creation. Product positioning is also important, as it will make it easier for the customer to find the right product in the right place. It will increase the customer satisfaction level that will in turn facilitate in building customer loyalty. It could be concluded that Chefs of Tandoori that is located in Adelaide needs serious modification in their current digital marketing process. The strategies incorporated by the company is serving the company well. However, it is failing in growing the profit margin. Modification required for the business are recommended in the report. It is recommended to use the social media strategies to reaching wider audience group and attract more customers. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education. Baltes, L.P., 2015. 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