Super Shampoo Case - 3507 Words

TABLE OF CONTENT Question 1: What are the category beliefs among the non-users of shampoo? 1 Category Beliefs 1 Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?) 2 CLINIC PLUS 2 CHIK 4 HEAD AND SHOULDERS 4 Question 3: What are the affective aspects reflected by advertisements of the three brands of shampoo? (What are those advertising elements that match with the affective aspects?) 5 Clinic Plus 5 Head and Shoulders 6 Chik Satin 6 Question 4: How can the â€Å"theory of reasoned action† model be applied to each brand? Are there gaps that can be found with regard to each brand? 7 Limitations to the TRA Model 8 Question 5: Based†¦show more content†¦None of the respondents had ever heard about, seen an advertisement or used the Rejoice, Nyle, Ayur, Vatika or Dove shampoo brands. Of those who have used shampoo to wash their hair, almost all respondents (99%) used shampoo sachets as opposed to purchasing a bottle of shampoo a direct indication of the socio-economic climate of the rural India community and their overall views about shampoo and the available alternatives. Category Beliefs A likert scale was used to measure respondent’s category beliefs ranging from Strongly Agree to Strongly Disagree. There is sufficient evidence to conclude that non-users of shampoo believe that using shampoo will make their hair healthy and strong. It is also believed that shampoo should only be used on occasion to wash oil from the hair as it cleans the hair better than soap. Appearance is also a key factor for the Indian consumer as it is believed that there is a boost in confidence whenever the hair has been washed with shampoo as opposed to using any of the alternative products. Despite these beliefs, the Indian mass-market displays a general unwillingness to purchase large amounts of this product at any one time and have only purchased shampoo sachets. It was found that these purchase patterns are not directly related to the somewhat adverse socio-economic conditions of the Indian mass-market, as the price for shampoo does not influence its purchase or frequency of use; it is not believed that shampoo isShow MoreRelatedSuper Shampoo1233 Words   |  5 PagesJhalani 2011233 Yugmala Singh 2011238 Aditya Vikram 2011248 [SUPER SHAMPOO] Formulating an effective value delivery process to tap into an existing and prospective consumer market. Introduction The case analyzes the response of the non-users of shampoo in an emerging environment, India. The non-users belong to the lower end of the socio-economic spectrum and they respond with their perceptions about the category of shampoo and well-known brands. The entrepreneur s challenge is to obtainRead MoreWhat Makes The Perfect Dry Shampoo?2688 Words   |  11 PagesWith dry shampoos gaining popularity lately and with so many on the market, it s hard to find the right one. The perfect dry shampoo can help out when you run out of time to wash your hair, can help you go longer between washes to prevent over-washing, and can bring texture and body to lifeless hair. Here are my top five dry shampoos, and what I love about each one! 1. Argan Magic Instant Dry Shampoo My number one dry shampoo has to be Argan Magic Instant Dry Shampoo. A little really goes a longRead MoreSample Resume : Employee Handbook785 Words   |  4 Pagesappointment, so make sure that you can connect with them and make it as convent for you and them makes the biggest difference in the world. Most likely this is the only day they have free or to themselves to relax a little before they have to go back and be super woman. So make sure you thank them for coming and we appreciate them for services and continuing to make them feel good and comfortable and always welcome. The reception and the whole staff has this responsibility. Make sure you speak to each clientRead MoreNew Messenger And Travel Bag1294 Words   |  6 Pagesparticularly love the dope kit that comes in this same fabric, and even their camo business card case. Kirkman Briefcase The specialty of this messenger bag is it’s a custom house international briefcase. Though technically labeled as briefcase, this cordura nylon bag is small enough and have optional shoulder strap is attached. It’s available in black, olive and navy. Bottega Veneta It’s a super cool leather made bag, its leatherwork is worth every penny when you see it up from close. The manRead MoreUnilevers Real Beauty Campaign for Dove1562 Words   |  7 PagesAbstract: This case is about Unilever s Campaign for Real Beauty (CFRB) marketing campaign for its leading personal care brand Dove . CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealized images of models, super-models, and celebrities. Unilever developed the CFRB campaign based on a global study on the perceptions andRead MoreExecutive Summary : Business Management1073 Words   |  5 Pagescontinuous availability. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. is also known as one of the trustworthy food suppliers of the nation. Methodology: Bulk of the data provided in the report comes from primary sources unstructured observation of shoppers during frequent visits to the super market, served as a foundation for compiling information on †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Questionnaires were used to obtain information on customer opinions and other supporting details such as attitude towards other retail outlets. Most importantly, face-to-face interviewsRead More Ultimate Pets: How an Independent Pet Shop Competes with Giant Pet Store Chains1597 Words   |  7 Pagesessay explains how I intend to open an independent pet store, Ultimate Pets. Although there are already several pet stores in my community which are owned and operated by the giant pet super-store chains, I will position Ultimate Pets in the market so that it can successfully compete with the established pet super-store chains. As a business in the pet industry, an exotic pet shop offers many products that a large corporation would, but differentiates in a way with the wide range of animalsRead MoreHair Color Shampoo Marketing Report4462 Words   |  18 Pagessegment marketing i.e. identify large groups within the market with similar characteristics and target either one or a few of them. This decision was based on the fact that although the market consisted of people with the same need i.e. to colour and shampoo their hair, but the market varied in other characteristics. The segments we choose to target consisted of people who wish to colour their hair to hide their gray hair and also people who would like to colour their hair just for the style. All ourRead MoreCompetitive Advantages of Fmcg Companies1634 Words   |  7 PagesReferring to Millward Brown’s research, identify the competitive advantages of FMCG companies. Discuss if these competitive advantages are sustainable and suggest how these companies should further develop their competitive advantages in future. The case study talks about how fast moving consumer goods (FMCG) achieve competitive advantages in marketing. A company is said to have a competitive advantage if the company has greater profitability comparing to the average profitability of his rivals andRead MoreBuying A Big Ticket Item Suck As A Television Or A New Car Essay1565 Words   |  7 PagesIf your like most people today you do most of your research and planning online before purchasing a big ticket item suck as a television or a new car. In most cases when your doing research you would expect that the retailer s Website will give you all the information needed to make a confident decision about a purchase. The strong online retailers and e-stores know exactly what your looking for, they have fine tuned their marketing strategies to meet and exceed your needs online and drive sales

Southwest Airlines - Key Points for - 1985 Words

Iqra University Gulshan Campus M. Phil: Strategic HRM Presentation Topic: Southwest Airlines: A Case Study Linking Employee Needs Satisfaction and Organizational Capabilities to Competitive Advantage written by Roger Hallowell Reference: Human Resource Management, 1996, Vol. 35(4), p. 513-534 Presented by: M. Shahnawaz Adil Dated: Tuesday, March 01, 2011 Course Facilitator: Mr. Ahsan Durrani Abstract (as written by Roger Hallowell): This article analyzes the sources of Southwest Airlines’ competitive advantage using an integrative approach, employing economic analysis tools to illustrate the roles of commitment and organizational capabilities in delivering competitive advantage at Southwest. A framework is presented†¦show more content†¦We will go in with 10 or 12. That eats up a lot of airplanes and capacity, so you cannot open a lot of cities. You hit them with everything you’ve got in one or two places instead of trying to fight them everywhere’. 16. SWA’s low-fare, high-frequency, point-to-point service was received very well in the western markets, including New Mexico, Arizona, Nevada, and California. As of early 1991, the Company had 48 percent of its system capacity, as expressed in available seat-miles (ASMs), in this geographic region. This region contained 11 cities, including El Paso, and was the focus of SWA’s expansion activities during the late 1980s. Se rvice was initiated in Oakland in 1989 and in Burbank and Reno in 1990. Despite fierce competition in these markets, SWA was successful with its formula of low fares and frequent flights. 17. During 1990, SWA acquired more gate facilities at Oakland, nearly doubling the capacity for future Oakland flight operations. 18. In 1991, Phoenix (ranked 3rd) and Las Vegas (ranked 4th) in SWA’s system in terms of originating customer boardings. The Company management felt this region should continue to provide expansion opportunities in the future (ibid). 19. The Heartland was SWA’s most mature region. From its original ‘Texas Triangle’ – San Antonio, Dallas, and Houston – SWA became a dominant force in short-haul, point-to-point travel to the destination it serves. As of early 1991, the company captured a 60 percentShow MoreRelatedTraining And Development Of Southwest Airlines1078 Words   |  5 Pages2016 Wilmington University How has the company’s business strategy affected the training it provides to employees? At Southwest Airlines, the company’s business strategy has a positive effect on the training they provide to their employees. Southwest Airlines is a Texas based airline that started up in 1971 (Corporate Fact Sheet). Over the years the airline has been recognized for its outstanding customer service and its low airfare fees. Due to their excellent customer service, the companyRead MoreSouthwest Airlines Company and Industry Analysis1041 Words   |  5 PagesSouthwest Airlines is a major airline company operating in the United States. The company was founded in 1967 in Houston, Texas by Herb Kelleher and Rollin King. The company’s vision was a low-cost, no-frills airline that was safe, affordable, and fun. Out of that vision, and following and arduous inception, the company has become one of the largest U.S, airlines, getting more travelers to their destinations than any other U.S. airline, and making a profit while doing it. Southwest AirlinesRead MoreOperational Overview Of Southwest Airlines881 Words   |  4 PagesOperational Overview Southwest Airlines is a passenger airline company that arranges and provides scheduled flights for passenger and transportation freight services. The company mainly provides, low-fare, point-to-point services all over the US and near-international markets. The headquarters is located in Dallas, Texas and as of December 2014, the company employed over 46,278 people. The company was founded by Rollin King and Herb Kelleher in 1971. Southwest was the first airline to introduce the frequentRead MoreSouthwest Airlines1538 Words   |  7 PagesIdentify Current Strategy Southwest Airlines Co. is a major domestic air carrier that is the world s only short-haul, high-frequency, low-fare, point-to-point carrier according to the President and CEO Herb Kelleher. Southwest has always been able to quickly seize any strategic opportunities whenever they arise. Southwest is the only company to ever hold the Triple Crown for annual performance. Some of the key factors that contribute to Southwest s success are its conservative growth patternRead MoreSouthwest Airlines Competitive Position : The Domestic Airline Industry Essay1077 Words   |  5 PagesSouthwest Airlines Competitive Position The domestic airline industry transports 711 million souls a year. That translates into a staggering $709 billion a year revenue flow (statista.com). One firm, named Southwest Airlines, accounts for 18.3 percent of that market. That 18.3 percent market share places Southwest at the number two spot, behind American Airlines. How does Southwest Airlines successfully compete and thrive in this environment? How do they differentiate themselves from the hoardsRead MoreBrief Summary : Southwest Airline1371 Words   |  6 Pagesdifferent kind of airline. They began with one simple notion: If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline. And you know what? They were right.† (Southwest) A southwest airline is a top airline because of their mission, striving to meet and exceed customer service by attending to customers in a warm, friendly h igh quality manner. â€Å"Southwest has been inRead MoreAirline and Southwest Airlines Company Essay771 Words   |  4 PagesAt Southwest Airlines, We Love Your Bags MRKT 5000 1. Describe the various promotion elements that Southwest Airlines uses in its integrated marketing communications. Southwest Airlines Company is an American airline with headquarters in Dallas, Texas. Based on domestic passengers carried, Southwest Airlines is the largest airline in the United States.   (2010 -06-30)[upThe The airline operates more than 3,400 flights a day [update]utilizing a fleet of 552 aircraft. While operating in an extremelyRead MoreCase Study : Rollin King And Herb Kelleher 997 Words   |  4 PagesSouthwest.com â€Å" Rollin King and Herb Kelleher teamed up to start an airline company that was different. The founding philosophy was very simple, If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline. Mr. King and Mr. Kelleher were spot on with their approach on the business model.†(Southwest) Southwest’s success is attributed to their adherence to their foundingRead MoreHistory Of Southwest Airlines Operations Management1063 Words   |  5 PagesHistory of Southwest Airlines’ Operations Management Founded in 1971, Southwest Airlines is a low cost carrier that last year celebrated 41 consecutive years of profitability by posting record earnings in 2014 (PRNewswire, 2014). While its main competitive advantage is being able to provide service at a lower cost than other airlines, it also is able to differentiate itself from competitors through excellent customer service and through response in the form of rapid airport turn-around times andRead MoreSouthwest Airlines and Its Business Strategy 1097 Words   |  5 Pagesï » ¿Corporate Strategy Southwest Airlines faced many barriers to entry from the fierce competition of other airlines in the industry. Though competition was fierce, Southwest Airlines managed to succeed by doing things differently. Their mission was to provide affordable air travel to those who would not normally fly. Contradictory to the rest of the airline industry, Southwest maintained a profit while keeping its fares low. Southwest was unique to the industry in two ways. They focused on the short

Essay on Exploring Solutions to the Housing Crisis in America

Americans were willing to live beyond their means, and bankers were willing to finance the dream. The biggest problem with this easy money was the obvious lack of responsible financial regulation. â€Å"Stated income† allowed anyone to easily commit fraud for a home loan, and banks weren’t worried about the money they lent since the loan was ultimately backed by the government. Sub-prime borrowers were given the opportunity to get mortgages, and no money down allowed people to get a home loan without really having â€Å"skin in the game.† Second mortgages were only icing on the cake and people figured that as long as house prices kept rising, home equity could be used as an instant cash machine to live even further beyond their means. As long as†¦show more content†¦Foreign investors, local economies that rely upon housing tax revenue, and all other invested interests have suffered and are begging for a clear solution in sight. Solutions to alleviate the impacts of the foreclosure crisis are absolutely central to the health of our financial systems and the country’s economic stability. The foreclosure crisis is nowhere near an end as mortgages with â€Å"teaser rates† are expected to default in catastrophic numbers. The goal of foreclosure solutions must be to keep people in their homes with affordable monthly payments, while still leaving cash in their pockets to contribute to our heavily relied upon consumer based economy. Solutions do not lie in forgiving mortgage loans and billion dollar bank handouts, as this only sets a bad precedent for contract law and regulation standards by condoning financially reckless behavior. We must work with people directly and mortgage modifications must be dealt with on an individual basis. My solution is a multi-pronged approach that also includes regulations to ensure that this kind of situation never happens again. Firstly, we must establish 50-100 year mortgages making monthly payments affordable, thereby halting foreclosures. These 50-100 year mortgages would make monthly mortgage payments less expensive than rent for a comparable living situation. Obama’s refinancing strategy should include the conversion of existing troubled mortgages into 50-100Show MoreRelatedWashington Mutual Case Study4322 Words   |  18 Pagesthe courage to complete this report. We would like to express our special thanks to gratitude to our teacher, Sir Mohsin Adhi, who gave us the golden opportunity to work on this project of Financial Risk Management. This project has helped us in exploring and knowing several practical facts of Financial Risk Management. We are thankful to our parents and friends who helped us with their knowledge in completing our project within the limited time period. The purpose of this project is not only toRead MoreForeclosure: Mortgage and Real Estate Market3445 Words   |  14 PagesForeclosure – Individual Crisis That Depresses the Whole Economy Foreclosure – Individual Crisis That Depresses the Whole Economy Introduction 1. Foreclosure: past, reality or future. 2. Awareness can help. 3. Impact of foreclosure and lack of knowledge. Body 1. Process and statistic of Foreclosure A. Understanding what foreclosure is. B. Process of foreclosure. C. Different statistics between the states. D. Foreclosure case. 2. Reasons behindsRead MoreImpact Of The Neoliberal Era And The Structure Of The Modern Financial System3397 Words   |  14 Pages1982 Latin America, 1997 East Asia and 2008 subprime financial crisis had a profound impact on the regional and world real economy. two sentences about how big of an impact each of them had on the real economy. These crisis have also triggered off a very fierce debate about the impact of the neoliberal era and the structure of the modern financial system. From the neoclassical perspective each of these crisis required a new model to explain past events but it always viewed the crisis to be causeRead MoreThe American Travesty : The History And Evidence Behind The Veil Of Racism3348 Words   |  14 PagesDuring the 1700’s, America was one of several countries to embrace chattel slavery. Though slavery is no longer legal in the US, its effects have still rippled the waters of history. Today America stands on trial. It is guilty of failing to fulf ill its role as a government by promoting flourishing. Slavery and segregation in the United States have impeded the economic flourishing amongst Black American communities. History and literature will serve as evidence of this crime in exploring the impact ofRead MoreThe Kyoto Protocol and The Green Movement2768 Words   |  12 Pageseconomic. Global nations fiscal reforms, expenditure cuts and deregulation including elimination of rules led to worse environmental states. This led to The Green Movement. The Green Movement centers on concentrated questioning, critical analysis, and exploring fundamental root causes of problems (Foundation for Deep Ecology, 2012). This initiative looks to build a green economy where public and private investments are the engines that drive jobs and wealth while reducing the carbon footprint, diminishingRead MoreDiscourse on Aboriginal Health Care7025 Words   |  29 PagesRunning head: THE INFLUENCE OF DISCOURSE ON HEALTH CARE The Discourse of On Reserve Housing Mary Ratensperger Athabasca University Centre of Nursing Science MNS 620 Culture and Health Margo deJong Berg The Discourse of On Reserve Housing The substance of this paper will be to discuss the discourse regarding the inequalities facing aboriginal peoples living on reserves in the northwestern corner of Ontario. Inequality is not naturally occurring; poverty is not an innate culturalRead MoreEthics in Business Essay3147 Words   |  13 Pagesexchanging the traditional banking atmosphere for that of a department store in which patrons could browse among financial service areas. WA-MU primary focus was the home mortgage, and became one of the top in this service. The decline in the housing market created shocking losses for the bank. Accordingly, Mr. Killinger had to give up his â€Å"job as chairman in June 2008 and on September 8, 2008, the bank’s board forced him to retire as chief executive† (The New York Times, 2010). Alan FishmanRead MoreThe Effects Of Radicalization On A Hurting Earth3835 Words   |  16 PagesHomeland Security, whatever that means, and President Bush is talking about mo re corporate tax breaks, while poor children and increasing numbers in the middle class don’t have health insurance. How misguided are our spending priorities? Life in America has become about fear and fighting terrorism; rules and more rules; more wars; more defense; Constitutional violations; fighting corruption, greed and perjury at the highest levels of government; having to sue our own federal government to protectRead MoreCase Study148348 Words   |  594 PagesInstructor’s Manual Exploring Strategy Ninth edition Gerry Johnson Richard Whittington Kevan Scholes Steve Pyle For further instructor material please visit: www.pearsoned.co.uk/mystrategylab ISBN: 978-0-273-73557-1 (printed) ISBN: 978-0-273-73552-6 (web) ï £ © Pearson Education Limited 2011 Lecturers adopting the main text are permitted to download and photocopy the manual as required. Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated CompaniesRead MoreIkea Strategic Position3791 Words   |  16 Pagesis the worlds largest furniture retailer originated in Smà ¥land, Sweden and distributes its products through its retail outlets.( IKEA, 2007; Sloan, 2007) As of October 2010, the chain has 313 stores in 38 countries, most of them in Europe, North America, Asia and Australia. The IKEA Group itself owns 276 stores in 25 countries and the other 37 stores are owned and run by franchisees outside the IKEA Group in 16 countries/territories. 2006 saw the opening of 16 new stores. A total of at least 15 openings

Use of Literary Techniques in Into The Wild, by John Krakauer

The author skillfully uses literary techniques to convey his purpose of giving life to a man on an extraordinary path that led to his eventual demise and truthfully telling the somber story of Christopher McCandless. Krakauer enhances the story by using irony to establish Chris’s unique personality. The author also uses Characterization the give details about Chris’s lifestyle and his choices that affect his journey. Another literary element Krakauer uses is theme. The many themes in the story attract a diverse audience. Krakauer’s telling is world famous for being the truest, and most heart-felt account of Christopher McCandless’s life. The use of literary techniques including irony, characterization and theme help convey the authors†¦show more content†¦Through this technique, Krakauer helps to develop Chris’s personality and t conveys the author’s purpose of tell McCandless’s story. One method Krakauer uses is characteriza tion. He uses this technique to draw parallels to himself and the main character. The author convinces the reader just how similar he and Chris are for example, â€Å"As a youth, I am told, I was willful, self-absorbed, intermittently reckless, moody. I disappointed my father in the usual ways. Like McCandless, figures of male authority aroused in me a confusing medley of corked fury and hunger to please† (Krakauer, 134). This quote directly describes how similar Chris and Krakauer are. The author’s goal in writing this story was to tell Chris’s saga and give life to a truly eccentric man. He succeeds by describing how both his and McCandless’s journey had a huge impact on their personality and feelings towards society. During much of his trip, Chris avoided close relationships with people and had very little interaction with other human beings. As the reader learns more about the character and his life, we learn that he matured a great deal on his sojour n. Towards the end of his journey, he realizes, â€Å"happiness is only real when shared†. (McCandless, 189) By adding this quote, the reader feels sympathy for Chris because he is in such poor condition. At this point in the novel, the reader feels connected to the main character and his exuberant personality. Krakauer

Ted Turner Contributions and Benefits free essay sample

Examines the contributions and efforts of the Turner Foundation. An essay discussing the various contributions of the Turner Foundation to the environment. The author examines the financial and volunteer labor that this foundation has offered and the positive impact on health and the local environment that these type of efforts make. Ted Turner is perfectly happy to pour money down the drain at least, if it can help preserve the quality of Americas waters, and especially the rivers that feed into and out of Georgia. The money contributed by his Turner Foundation along with contributions in terms of volunteer labor to the local environment given by workers from his companies have had a substantial positive impact on the health of the local environment and local waterways, especially the Chattahoochee River. His work demonstrates that corporations can be responsible and that the work of an individual passionately committed to a cause can make a substantial difference. We will write a custom essay sample on Ted Turner Contributions and Benefits or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page

Strategy Adopted For Accounting Reproting â€Myassignmenthelp.Com

Question: Discuss About The Strategy Adopted For Accounting Reproting? Answer: Introducation Every company shall function in the proper manner. The overall working of the company depends upon each function that the company performs whether it is purchase, sales, production or marketing. These functions further depend upon the main function of the company which is finance function. Its the function of the finance which controls the overall working and operations of the company. Many of the companies located across the globe have been collapsed only because of the irregular conduct and operation of the finance function. For the purpose of the investigation report, the company that has been selected is the Woolworths Limited. The annual report of the selected company has been analyzed for the two consecutive periods two thousand and seventeen and two thousand and sixteen. Under the first heading of the report, the key accounting policy adopted by the company has been identified in relation to estimates, critical factors, etc. Under the second heading, the probabilities of the distorted picture of the financial statements have been detailed with reference to the choices of the managers. Then the strategy of the management has been evaluated as to how the management of the company has allowed the managers to make choices as per their discretion. In the next heading, the quality of the disclosure of the financial information in the annual report has been discussed. Along with the above, in the next section, the flaws in accounting and financial reporting practices have been detailed and identified the areas which require the more information. In the last section of the main body of the report, the assessment has been made whether the company complies with the conceptual framework of accounting or not. The report has been started with first section and ha s been made available for the users with the concluding paragraph. Accounting Policies Adopted The company that has been selected for the purpose of the study and for the purpose of achieving the investigation is Woolworths Limited. The company has been incorporated in the year of nineteen hundred and twenty four and in the country of Australia. The company is the listed company in the Australian Stock exchange. In the beginning years, the company has been engaged in the business of selling daily necessary items to the nearby customers but has grown up significantly with the passing of the years and is now working as the big departmental store wherein any person can have the goods ranging from necessary items to the electronic goods and it has expanded its operations almost across the globe. The company has also entered the Indian market where the electronic goods are sold at the different centre namely Croma. As the company is very old and has good reputation in the market since its inception, the company has been selected for the purpose of report (Company Official Website, 2017). On twenty fifth of June, the companys financial year has been closed and as per the financial statements of the company forming part of the annual report of the company following are the policies of accounting that has been adopted by the company: In accordance with the notes to the financial statements bearing number one, the management of the company is responsible for making the appropriate assumptions, estimates and judgments. These three activities are conducted only when these affects the items which is required to be reported in the financial statements of the company. Usually the management applies the experience that the company has gained over the past years in respect to the making of the estimates and assumptions wherever required. The material items shown in the financial statements of the company have been mentioned with proper estimation of the figures and the related accounting policies like the impairment test and accounting for of the loss on impairment, amount of depreciation, etc. (Anastasia, 2015). In the given case, accounting policy for accounting of the impairment loss has been mentioned. The accounting policy contains that the each of the asset of the company except goodwill shall be checked for the impairment at the end of the every annual year. The test majorly includes whether the carrying amount of the assets so mentioned in the balance sheet at the end of the year exceeds the recoverable amount of the asset. Recoverable amount is further calculated as the higher of net selling price and the value in use. In case the value of the carrying amount exceeds the recoverable amount then the difference will be treated as the impairment loss and shall be accounted for as the expense being charged to the statement of profit and loss account and on the other side deducted from the value of the assets shown in the balance sheet. This accounting policy has given the reason for estimating the future cash inflows which will be generated from the each cash generating units as identified by the management of the company. This is the critical factor and it will help the users of the financial statements to verify the position of the assets of the company whether they are utilizing it in the better manner. Like the aforesaid accounting policy, the company has mentioned other accounting policy too which will help the users to have the maximum information for making the proper analysis. Flexibility In Accounting Flexibility means the level of the ease of doing or performing the work. The flexibility in accounting means the ease adopted by the accountants and the management of the company in performing the accounting functions. In case of each and every company there is some level of flexibility that is allowed to the managers of the company including the accountants to perform the functions at their own discretion and comfort (Weygandt, 2012). In almost all the listed companies and other than listed companies, the main aim for adopting the flexibility in accounting depends on the remuneration strategies adopted by the company. The company generally has two forms of incentives under which the executive remuneration has been planned. These are based either on the short term or the long term. Generally in the short term incentives, the company details that in case the manager of the concerned executive will be able to generate the higher sales in the current year as compared to the previous year or will be able to bring business for the company then the variable component of the short term incentive will be higher. In such as situation, the managers and the executives normally enter into the transactions through which their sales will be increased and in turn their remuneration part will also get increased (Cooper, 2015). The aforesaid fact has been listed only because of the increase in the value of the sale figure by $2002 millions and that too with the fact that the company is having the greater loss on the foreign currency transactions and the huge loss from the other segment of BIG W and winding up of that segment in the current financial year only (Bryer, 2013). As per the reading of the annual report of the company, it has been clearly disclosed that the relevant accounting concepts, policies and the procedures are being adopted by the company in very diligent manner and has duly complied with the full disclosure principles, the conceptual framework and majorly the accounting standards that are globally accepted except some of the standards which have no relevance as on date like International Financial Reporting Standards on Leases which will be effected from the first of January two thousand and nineteen. But apart from these disclosures the directors remuneration report embedded in the annual report has given the flexibility to the executives to behave in the manner so as to increase the remuneration accordingly. It has been justified from the increase in sale which shows that the executives might have been engaged in the practices which are manipulating in nature. Second instance which has delivered that the executives of the company mi ght have enjoyed the higher degree of the flexibility is that the estimation of the cash flows which will be for future years from the BIG W business and the cash flows so mentioned in the annual report are purely at the discretion of the management. Due to this estimation the huge amount of impairment loss has been charged to statement of profit and loss amounting to thirty five million dollars. Therefore, it can be concluded that the managers and the executives carry the greater level of the flexibility in accounting and choosing the accounting concepts and estimates. Accounting Strategy In continuation of the flexibility in the accounting that is carried by the managers and the executives of the company proactively, the accounting strategy that the company has adopted is in alignment with the flexibility enjoyed by the managers and the executives. It makes the managers and the executives of the company to enter into such practices which will result in the bad and distorted view of the state of affairs of the corporate and which in turn will affect the decision of the stakeholders of the company. The accounting policies are the backbone of the accounting function and the application of the same has been very well explained by the two theories of accounting Normative theory of accounting and the positive theory of accounting. These two theories helps in understanding as to why the particular concept or accounting policy has been applied and what are the effect that the accounting policy will create on the state of affairs and the performance of the company. The normative theory of accounting is defined as the way of recording the transactions in the books of accounts. In order to accomplish this, the conceptual framework of accounting has been developed which entails as to how the financial statements shall be represented. It carries three basic features: Faithful Representation Relevance Consistency Each of the features has its own relevance. The features states that the information stated in the financial statements shall be free from any type of error, shall be relevant for the users and shall apply the accounting policy on consistent basis. On the other hand the positive accounting theory entails that the application of the accounting policy and the accounting treatment has been basically derived from the behavior of the personnel deployed at the accounting function. In the given case, the company has earned the earnings before interest and tax for the year ending 30th of June 2017 and 2016 respectively. The change in their percentage in proportion to sales is 2.78% in 2016 and 4.12% in 2017. The major point in this context is that the sales have been increased only by the proportion of 3.50% approximately (Company Official Website, 2017). It means that the managers and executives might have engaged themselves in the wrong accounting and reporting practices (Kothari and Ball, 2014). The major reason for the diversion in sales and earnings before interest and taxes according to the positive accounting theory is that the behavior of the managers and the executives are governed by the interest of the stakeholders involved. It is because the stakeholder requires the higher earnings per share and that will be arrived with the maximum figure of the earnings before interest and tax. The second reason is the stipulation made by the management of the companies to have the higher earnings before interest and tax in order to plan for obtaining loans from the financial institutions and the banks (Ingram, 2008). Disclosure And Its Quality The disclosure that the financial statements of the company have made seems adequate and appropriate to the nature and size of the business (Sinha, 2012). According to the continuous disclosure scheme, the company shall make the adequate disclosure and on the regular basis and in case any change occurs which will have the material effect then that shall be reported in quick manner. On reading of the Independent Auditors report, it has been observed that the auditors has mentioned the key audit matters and has defined the audit procedures that the auditor has adopted to complete the audit in an efficient manner. The same has been done in accordance with the Auditing standard of Australia having number seven hundred and one. Secondly the company has mentioned the critical accounting estimates under the respective heads. For instance, as per paragraph number 3.3 detailing the property plant and equipment, the annual report has detailed the procedure as to how the useful life of an asset has been estimated and how the carrying value of the assets has been calculated. Similarly as per paragraph number 3.5 detailing the impairment of non financial assets, the calculation of value in use as per the estimated future cash flows has been detailed (Company Official Website, 2017). Thirdly, the disclosure regarding the segment of BIG W has been detailed with reference to the reasons for losses incurred and the future course of action that the company has adopted. The note has also been given that the sensitivity analysis has been conducted and decision has been made accordingly. Fourthly, the company has made the disclosure relating to the segments and according to the accounting standard for segment reporting, five segments have been made available for reporting. These are Australian Food, New Zealand Food, Endeavour Drinks, BIG W and Hotels. With this, the disclosure made in the annual report seems appropriate and adequate. Red Flags In Annual Report Following are the red flags as observed on deep analysis of the annual report: Decrease in the debt equity ratio has been observed as it was 1.67 in the previous year and 1.32 in the current year. These may occur due the stipulations made by the banks in order to maintain the particular level of financial ratios (Phillips and Heiser., 2011). EBIT and Revenue has been increased without having any increase in the market expectations. The impairment loss of 35 million dollars has been accounted for in case of BIG W segment but the same still have been continued further for five years more (Weiss, 2014). The above information requires extensive verification. Reporting Conceptual Framework The company has in total complied with the conceptual framework of accounting as three features of the same are present: Faithful representation Relevance Consistent (Capital Markets Advisory Committee Meeting, 2013; International Accounting Standards Board, 2010) Conclusion The investigation report has been conducted of the annual report of the company Woolworths Limited for the year ending 2017 and 2016. The analysis has been made of the accounting policies adopted for the assets and of the different accounting strategies adopted by the management of the company. The use of the positive accounting theory and the normative accounting theory has been detailed in understanding the manipulative practices adopted by the managers and the executives of the company. The quality of the financial statements has been detailed with reference to the accounting standards and the grey areas have been noticed. The overall report concludes that the strategy of the management shall abide to the provisions of the accounting standards and other laws universally applicable. References Anastasia, (2015), Financial Statement Analysis : An Introduction available on https://www.cleverism.com/financial-statement-analysis-introduction/ accessed on 22-09-2017 Bryer, R.A., 2013. Double-entry bookkeeping and the birth of capitalism: management for the commercial revolution in medieval northern Italy.Critical perspectives on Accounting,4(2), pp.113-140. Capital Markets Advisory Committee Meeting, (2013), Conceptual Framework available on https://www.ifrs.org/Meetings/MeetingDocs/Other%20Meeting/2013/March/AP%203%20conceptual%20framework.pdf accessed on 22-09-2017 Company Official Website, (2017), Annual Reports available at https://www.woolworthsgroup.com.au accessed on 22-09-2017. 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