Product Innovation Charter The iDash Essay Example

Product Innovation Charter: The iDash Paper Apple © Presents: The iDash THE ULTIMATE AUTOMOBILE CONTROL Professional Challenge Paper -Jessica Allen- March 27, 2011 Product Innovation Charter Focus The iDash is an on-board automobile dashboard system that can be controlled by the iPad. The focus of the iDash will be to create the ultimate driving experience for the up-scale, cultured driver. Apple will seek to enter into the automobile market by using two of their most successful products that are already staples in many households to garner increased sales for the company. Goals iDash will create a centralized automotive control center for the driver. The iDash will also allow the driver to use any navigational system that they prefer, as the iPad give access to Garmin  © and TomTom © Apps. (garmin. com) (tomtom. com) The iDash will also revolutionize the ability for the driver to multitask in the car and stay connected with the use of all of the Apple  © Apps housed on the driver’s iPad. Guidelines The iDash is a built-in device with a docking station in the vehicle where the iPad can be inserted. The device can be activated using the hands-free or touch screen option. The iDash, in line with competitors, will â€Å" sport more features than ever to help [drivers] get from point A to point B quickly and safely [including] features such as audible driving directions with text-to-speech (TTS), spoken street names, real-time traffic updates, Internet connectivity for points-of-interest search, and large easy-to-read screens † (Goodwin, 2010). The cost of the product will be included in the price of the car as an added feature to the vehicle. We will write a custom essay sample on Product Innovation Charter: The iDash specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Product Innovation Charter: The iDash specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Product Innovation Charter: The iDash specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Product Description Apple is venturing into cars. They have already taken over the phone industry. Now, Apple is introducing the iDash. The iDash is not an App. It is much more. The iDash is an on-board automobile dashboard system that can be controlled by the iPad. The iDash creates the ability to use the iPad docking capabilities to all-inclusively transfer all of their APPS to the iDash where they can be used on a larger screen and through any headrest screens, and video-movie players, as well. The system would not just be the navigational component and would not just transfer all of the iPad’s Apps it controls the cars whole dashboard system, including temperature control, video system control, tire pressure and fuel level manager, etc. Apple explains that the iPad features 12 next-generation Multi-Touch applications making surfing the web an entirely new experience, dramatically more interactive and more intimate than on a computer. It goes on to detail that when using the iPad, you can watch movies, TV shows and YouTube, all in HD or flip through pages of an e-book, or listen to your music collection(Apple. om). The iDash would be the perfect complimentary product for Apple’s already stellar offerings. It would fit into the company’s product offering list seamlessly, as it uses two of its most purchased products to enhance the system. Apple © has a reputation of producing exclusive and quality products and because of its inherent integration of the iPad, the iDash will be an expansion of this great tradition as it is a perfect addition in the natural progression of the company’s product line. The driver will no longer have to use multiple buttons in multiple places to control essential functions of the car. The iDash will also create an interactive experience for the driver who can use a hands-free or touch screen option that allows the driver to move throughout the functions quickly taking less of the driver’s attention or time from focusing on the road and/or destination. With all of the booming technology that Apple is already displaying, the iDash will bring Apple © to the car, one of the places where most of our time is spent. Competitive Analysis Competitor Comparison The GPS and portable navigation device market is seeing consistent growth and becoming more and more crowded. However, Antuan Goodwin, Associate editor of CNET Reviews, explains that â€Å"todays PNDs sport more features than ever to help you get from point A to point B quickly and safely [including] features such as audible driving directions with text-to-speech (TTS), spoken street names, real-time traffic updates, Internet connectivity for points-of-interest search, and large easy-to-read screens † His review also details the top devices and companies that produce the PNDs. The top competitors for the iDash in the market are Garmin, Motorola, TomTom, and Magellan. Garmin Garmin boasts a many portable navigational devices, including the top five contender reviewed by CNET, the Garmin Nuvi 3790T, which is a portable navigation device that costs from $329. 99 $449. 99 and is one of the thinnest and lightest, the best looking device, that comes equipped with hands-free voice command, hands activated merely by speaking to the Nuvi and free traffic data updates. However, the Nuvi 3790T has some negatives. The screen can provide glare from direct sunlight and traffic data cannot be accessed while holding the device. Garmin also has an iPhone App. The Garmin StreetPilot ® was designed exclusively for the iPhone ® or iPad ®. The App works on both 3G and EDGE networks and allows the user’s phone to become a GPS navigator with turn-by-turn voice-prompted directions with the most up-to-date map data available, real-time traffic updates at no extra cost, and the capability to browse maps that have already been downloaded and stored on the device. (garmin. com) Motorola Motorola’s MotoNav TN765t has updated hardware, features combined maps and the menus, the device also contains Bluetooth hands-free calling with address book sync and voice dial, text-to-speech, and free FM-traffic reception. There is also are the MotoExtras service which can be used to add data connectivity by using a Bluetooth-paired phones antenna to transmit. The MotoNav TN765t costs about $135. 99. Some issues with the device include the fact that The MotoExtras data service isnt always on, so the device has be manually refreshed for the latest info. Also, the GPS tracking in skyscraper-dense urban areas is a bit sketchy. (cnet. com) TomTom The next on the list is the TomTom XL 340 S. To its credit, it is priced well below the premium price bracket at $94. 95 $169. 99. The TomTom XL 340 S has advanced features such as lane guidance, downloadable fuel prices, and user updated maps from TomTom Map Share. Its large 4. 3-inch WXGA touch screen is easy to read and to enter addresses on. Text-to-speech enhances the devices safety. †(cnet. com) But, the TomTom XL 340 S does have its draw backs. Its larger size, and additional thickness due to the EasyPort mount, somewhat limits its portability. It al so routs slower when the vehicle is moving versus when it’s stationary. Tom om too has an iPhone App and the ability to come as a built-in navigational system. The TomTom App update comes with the latest and most up-to-date map, the option to make changes to the user’s map and benefit from thousands of updates made by TomTom users on-demand, free of charge. The app has IQ routes that take into account rush hour, traffic lights, and even shopping crowds. The in-car navigational device has a 5. 8 (15 cm) color screen, automatic traffic information via the built-in TMC connection, home desktop software to get new software, download new maps, access free content from the TomTom community and subscribe to services, and a latest map guarantee. Some drawbacks to the system are that users are only entitled to one free map download, and that due to the continuous improvements in map quality, some new maps may not fit on the device and Map Zones have to be used for downloading. But only one Map Zone can be used on the device at a time. (tomtom. com) Magellan The last company that is a major competitor is Magellan. Overall score: 7. 0 (3. 5 stars) â€Å"The Magellan RoadMate matches the competitions performance and ease of use, while providing a larger screen at a lower price. † (cnet. om) The OneTouch menu allows the destinations and searches to be easily accessible along with a destination confirmation screen that gives users different choices as to how users can get where theyre going. The device costs about $104. 95 $161. 40, which is comparable for the market. The negative aspects of the device are severe. The â€Å"poorly designed cradle interferes with power cable when mounting. The onscreen keyboard cannot be c hanged from its alphabetical layout to a more familiar QWERTY layout. †(cnet. com) Competitor Assessment The competitors in the field are very formidable. NAVIGATOR There are barriers to entry for Apple, including a possible perception of incompetence in this industry, the possibility of aftermarket sales, and market saturation. However, two of the companies already use Apple devices to promote their own products through Apps, so the iDash should not have trouble being accepted by iPad users. Also, as far as the aftermarket retailing, it would be non-existent. This would be a point of purchase, all or nothing purchase directly from the dealer already included in the car in order to maintain the prestige of the product and Apple’s reputation of producing exclusive and quality goods and services. Apple © has major brand recognition and a stellar reputation in regards to electronic devices and can definitely overcome any possibility of market saturation by attracting loyal customers who believe in the company’s products and services. Also, the iDash is not just a navigational device. It is a touch screen and voice-activated car control center. No other company can compare with its features, which will give users total control over their automobile’s internal and external systems and levels. Product Development Process Potential-Market Description The iDash will be marketed to luxury car dealerships that cater to a high-end clientele. Lexus, Mercedes-Benz, and BMW dealers would be on the shortlist of target dealerships. As far as the aftermarket retailing, it would be non-existent. This would be a point of purchase, all or nothing purchase directly from the dealer already included in the car in order to maintain the prestige of the product and Apple’s reputation of producing exclusive and quality goods and services. The iDash system would be marketed to high-end buyers. A typical customer who will purchase a car with iDash technology would be someone who would have the iPad2 and already be on the waiting list for the iPad 3. The market segment targeted would be those techy luxury car buyers who like to show off and always have the next and be on the cutting edge of technology. Many celebrities would buy this car because of the exclusivity and allure. Product Elements The iDash will go directly from the manufacturer to the car companies and will need minimal packaging. They will be housed in protective boxes in order to make sure that they are not damaged during delivery. Also each iDash will come in its own sleeve and protective covering. The iDash will be rectangular in design and fit snuggly into a car’s center dash and include two headrest monitors. Because iDash is a feature that will come included in the vehicle, the main features would be anything that is needed to control the internal and external control systems. The iDash port will be selected before installation and gives the purchaser the choice of an iPad dock. The device can be activated using the hands-free or touch screen option. The iDash will give users access to the over 350,000 iPad Apps. They will be able to use their choice of Garmin  © and TomTom © navigational Apps, view movies already downloaded on their iPhone or iPad, adjust and control the tire pressure, gasoline levels, and many other applications in order to improve their driving experience. Pricing Strategies Apple is a premium brand of computer. The iDash pricing strategy is simply based on the market value for similar products. The high-end, fully loaded navigation devices that are closely aligned with the iDash are priced around $500. The iDash price will need to include parts and labor costs for nstallation and electrical wiring. The car price will increase by $2000. The price will be well worth it as the iDash is much more than a navigational device. The price will be high enough to maintain the sense of luxury, but low enough to not be outrageously but manageable. Part of Apple’s current pricing psychology is that if something is just a little bit out of the buyers price range, its desirabl e. They bank on the fact that at some point, a dream will come true (or an income tax refund check arrives) and the dream can be fulfilled and iDash will follow suit. Channel and Distribution Strategies As discussed before, the iDash will go direct from Apple to the car manufacturers. Customers will not be able to access the iDash independent of the car dealership. Apple will also continue its very secretive policy in its creation and manufacturing phases. Therefore, there will not be able to be any black market distribution. Apple will manufacture the iDash parts in the same Taiwanese, South Korean, and Chinese plants. The iDash will also have its own websites and software and technical support outlets through the apple. om site just as current Apple © products experience. Apple will not manually install the iDash themselves, but each car company that receives an iDash contract will receive the product components and installation and set up instructions. Apple will work closely with the chosen car company or companies to manufacture the cars upfront with the space for the iDash to be readily installed. Marketing Plan SWOT Analysis The current c ulture of technological expansion is a hallmark for the global environment. Apples current strengths are being a design innovator that always stays ahead of industry trends and the ability to create electronics that fit peoples lives. Other strengths include the market share that Apple currently has in the industry along with the brand’s great reputation held by customers. Although the company is very successful, its profitability is almost totally dependent on the global economy. â€Å"Economic downturns can have a significant negative effect on the company, and fluctuations in foreign currencies make profit predictions in foreign markets uncertain. †(ehow. om) Even with its weaknesses, Apple has many opportunities including the chance to create more innovative products and applications. But, the company also has great opportunities to extend their current product lines by integrating their current products with other established products and brands. The iDash is part of the planned product line expansion. The only current threats to Appleâ₠¬â„¢s success are the several legal actions being levied against them. Possible negative outcomes from the suits could negatively affect the company, as well as the costs of legal defense for the company. ehow. com)  © Marketing Strategy Apple communication is sober, intriguing, simple, clear, minimalist and clever. And it has a style of its own. This is seen in the TV ads, print ads, and in the online communications. Apple uses its ability to make great, user-friendly products to entice the costumers, but also does it with style and cleverness. It boosts sales and enhances the brand value. The iDash will fall in line with Apple’s current marketing strategy. Launch Plan The iDash will be introduced at one of the usual Apple company press conferences. Also teaser commercials unveiling the new technology will be used to drum up excitement for the new technology along with the secrecy that usually surrounds the production and release of Apple products. The commercials will be centered on creating the ambiance of the high-end driving experience that shows current iPad users how they can enjoy their favorite Apple product in a vehicle while still allowing them to stay connected in a safe manner, continue to work on office projects from the car, and control their driving experience through voice recognition or touch screen technology. Each commercial will give the viewer one more benefit to the iDash building desire and suspense in the way that Apple has done successfully in the past. Print ads will be strategically placed in magazines that are ascertained to be heavily read by Apple product users. iDash will be marketed and launched as a product that feels like it is a natural addition to the important products in the consumers’ lives. It will be launched as a complimentary accessory to the iPad that everyone already uses, loves, and can’t live without. Reference List Goodwin, Antuan. (November 5, 2010). Best 5 GPS navigation systems Retrieved March 6, 2011:http://reviews. cnet. com/best-gps/ https://buy. garmin. com/shop/shop. do? cID=134 http://www. tomtom. com/en_gb/products/built-in-car-navigation/carminat-tomtom/index. jsp Retrieved March 10, 2011: http://www. apple. com SWOT Analysis for the Apple Company Retrieved March 21, 2011: http://www. ehow. com/facts_6801257_swot-analysis-apple-company. html#ixzz1HCisowQX Professional Challenge Paper

Essay on Intro Marketing

Essay on Intro Marketing Essay on Intro Marketing Intro 1: Risk Management Risk management is very essential in sports programs. This is a good way to prevent any unforeseen accidents and common injuries. Good risk management will incorporate the DIM process. The DIM process has 3 simple steps. They are to develop the risk management plan, implement the risk management plan and lastly, to manage the risk management plan. The purpose of this process is to be proactive not reactive. In other words, it to keep a positive environment and prevent negative incidents from happening at all cost. Within good risk management managers have to deal with insurance and legal issues in a sport. The most common insurance used is personal liability and property insurance. Personal liability comes into play when an individual is injured because a facility manager is slacking on the job. To avoid personal liability managers can educate their employees on how to handle a situation accurately or how to perform under pressure. Property insurance comes in handy with property dam age due to theft, vandalism and acts of God. There are levels of risks that managers have to be on their toes about. Catastrophic, critical, moderate, and low levels of severity are the levels. Also, managers have to plan incidents that are typically high, medium or low in frequency to occur in area. Risk managers have to always consider some important components to risk identification. Managers should have standard operational procedures, have a well trained staff,

Evaluation Movie Review Example | Topics and Well Written Essays - 500 words

Evaluation - Movie Review Example The story revolves around a family where the father is a loser, the mother is a drunkard and the protagonist is a frustrated son trying to escape such dilemma. To do so, he often goes to his friend’s laboratory. During one of his visits, his scientist friend shows his invention, a time-machine; when all of a sudden, a group of thugs riding a van shot at the doctor. As he tries to escape the criminals, Marty rides the time machine which brought him to the past. His travel did not only offer adventures but a chance to help his father become a better man. Indeed, this is a unique way of presenting the common plot of stories of making things right. The protagonist living in his parent’s teenage world is also a wonderful way of doing â€Å"flashback† although of course it is not called a flashback because the scenes should be current. With such presentation of the story, it is awesome to think about a story sequentially unfolds but still is able to bring the audience back to the past and back to the future. The plot is pure genius and it exceeds my expectation of a good plot. Theme should always be a criterion for judging a story especially when it extends to various aspects of life. Obviously, the theme of Back to the Future is about changing for the better, perseverance and love. Nevertheless, sometimes, it is not the obvious that makes things great but the inconspicuous. I agree with Rubin Safaya who wrote about easily dismissed scenes that portray a well-thought theme. In his article, Safaya mentions the joke about the former actor Reagan becoming the president and Lou becoming one of the early colored politicians (2010). Such portrayals imply the theme of living the American dream, that nothing is impossible for a person who is determined to make his way to success. The actors are have well-played their parts to make the story come to life. Among the many reviews on

Analysis of eBay ECommerce Models and Applications Essay

Analysis of eBay ECommerce Models and Applications - Essay Example It is used to evaluate the historical keys to victory and failure and modern progress. It identifies and assembles a commerce-enabled store website and observes what is considered necessary both to develop and sustain the conception store. It also studies suitable approaches and technologies for creating a flourishing e-shop business. It judges the suggestion of mobility on e-business value chains. From now on, you will be grateful for that 'e-commerce' is a rapid developing spot of both practice and research. A large amount of what you read will use the terms e-business model(s) and e-commerce model(s) interchangeably. The clarification that tracks makes a wide difference between the two. e-business model is a 'structure' for organizing e-businesses in terms of planned business objectives, and e-commerce model is a scheme for commerce, processes that give details, in familiar terms, where the supplies and capital flow. Companies are taking the little risk path. They are utilizing the source of internet for doing business on the same old strategies to attain lower cost expenses. The main risk is that e-commerce grows as an island in the customary business and the increasing gap between the two could compromise the entire business. The sites on internet are emerging as new market places for people. ... Fundamentally the business on internet is divided in to three areas, Business to business (also known as B2B), Business to consumer (also referred as B2C) and consumer to consumer (i.e. C2C). Amazon.com a famous domain which sells books over the world wide internet which sells books over the Internet, is an example of a B2C E-commerce initiative where the company gets in touch with its consumers directly. This is equivalent to the direct selling concept popularized by companies such as Amway. The only difference is that the selling is done via the Net. On the other hand, ChemConnect.com and Chemdex.com (which deal with chemicals) are B2B E-commerce initiatives that bring two firms together on the virtual market place. One of the ideal examples of the sites including all these features is "eBay." It is a small world of internet and trade itself and has developed as an important business model for e-commerce. When eBay first started on, the site instantly turned out to be a well-liked channel for auctioning figurines, but it soon merged into other markets as it was a part of them such as automobiles, business and industrial tools, and customer electronics, where the average sales price (ASP) is higher. Increasing the ASP was a dangerous component of increasing sales for eBay, as eBay's contract fees are based on a percentage of sales. The higher the ASP, the more money eBay earns on each of the million transactions it assists. EBay has found and internationalized computerized online person-to-person auctioning. Formerly, such commerce was carried out through garage sales, collectibles shows, flea markets, and classified advertisements. An online marketplace helps easy checking for buyers and permits sellers to record an item for sale within minutes of registering.

Unusual Characters Essay Example for Free

Unusual Characters Essay All Of Roald Dahls Stories You Have Studied Contain An Unusual Character. Write About The Ways Dahl Presents Any Two Or Three Of These Characters To The Reader Foundation Roald Dahl was born in Llandaff, Wales. He spent his first fifteen years of his life writing for adults. However, hes more famous for his childrens stories. Dahl said a little nonsense now and then is cherished by the widest man. He meant that everyone needs a little fun in their lives. Most people didnt know that Dahl scripted the 1967 James Bond film You Only Live Twice, and co-wrote the 1968 film of another Ian Fleming book, Chitty Chitty Bang Bang. Also Dahls popularity with children and adults alike is enduring and in a recent poll he beat JK Rowling to the accolade of Britains favourite author. Dahls stories are so popular that Charlie and the Chocolate Factory have been made into films several times. Mrs. Maloney Lamb to the slaughter At the start of the story Mrs. Maloney is a housewife who dotes on her husband. She loved to luxuriate in the presence of this man. Its like sitting down with her husband is a treat for her, which means that she doesnt often spend time with her husband. She seems like a perfect wife and portrayed as an angel at the start when shes waiting for her husband. She had acquired a wonderful translucent quality. This illustrates further that she is very calm and content. When he comes home she notices that there is something wrong with her husband. He did an unusual thing. She becomes worried and starts asking questions. When her husband tells her the news, she seems in a trance. Watching him with a kind of dazed horror. She acts like a ghost afterwards, she cant control what she does and everything is automatic. She walked across the room she couldnt feel her feet touching the floor. When Mrs. Maloney hits Mr. Maloney with the leg of lamb and he falls to the ground its like she snaps out of the trance and then changes from her angel act to an unsettled character, leaving the reader intrigued as to how she will now start behaving and what she is capable of. She then comes to her senses and starts to think of an alibi for herself. She recites her act as she gets ready to go out. She rehearsed it several times more. She does this so that everything came natural and the grocer wouldnt suspect anything. When she walks home she told herself Keep things absolutely natural and therell be no need for any acting at all. This shows that she is trying to convince herself that she wasnt responsible for her actions. It is too fantastical that unordinary, loving housewife would be able to commit such an act. , it wasnt her who killed Mr. Maloney. When she sees her husband on the ground, her action was automatic. She felt all the old love and longing come back and her emotions were real. After she rings the police and they arrive, she acts like the devoted loving wife she was at the start. Mrs. Maloney acts smart and sophisticated style towards the end of the story. Knowing that the officers would be hungry she offers the lamb to them. She knew that they wouldnt refuse as her husband were good friends with them. Good friends of dear Patrick. Right at the end of the story Mary Maloney giggles to herself knowing that she got away with what shes done and will never get caught. Carlos Man From The South In the beginning Carlos is portrayed as an unusual, but pleasant person. He is dressed differently from everyone else. Immaculately dressed in a white suit. Its showing that e is standing out apart from everyone. He seems normal because his politely asks the man to sit down and starts a conversation about Jamaica. When the young man and woman come and sit with the men, things started to get peculiar. Carlos asks for a light, as the young man comments on his lighter, its as if Carlos saw this as an opportunity to turn nothing into something. You say dis famous lighter it never fails. Iss dat what you say? The reader asks why Carlos is so obsessed with the lighter. As soon as the man seems interested he put his car up as the bait, and asks the man for his finger if he loses. Why not? You win, you take de car. You lose, I take de finger. He says this as if it is normal and gets the reader thinking and keen to find out how this scenario will be played out. When the young man agrees to the bet, Carlos organises everything as if hes done it before like a childs game. As soon as they start the bet, everyone feels uneasy and they start counting down. Three! Four! Five! Six! Roald Dahl uses these short sentences for the suspense. As they counted 8 a woman comes in, probably his wife. She then realises whats going on and starts shaking him as a mother would to a child. She then apologises to everyone and they realises there thought was right, he had done this before. I come back and he is at it again. She then explains the reason why they were in Jamaica and what hes done. She knows his ways and guessed right that he bet a car. At this point the readers are thinking how she knows this. Towards the end she explains that she herself was one of his victims. As a matter of fact I myself won it all from him a long while ago. Conclusion The man from the south is more unusual than Mary Maloney in land for slaughter. This is because at the start of the story it seems normal and set in a realistic place. It only starts to get weird after they make the bet Carlos asks for his fingers if he loses. The story is better than Lamb For Slaughter because its written in first person, it makes the reader seems they are in the story. Roald Dahl makes the story more exciting by counting down the time the man flicked the lighter. The end of the story makes it more unusual because the reader would never expect his wife to one of his victims, losing three fingers. Kelsey Gutierrez English Language Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Miscellaneous section.

Butler, Tennessee :: Observation Essays, Descriptive Essays

The town of Butler is not a very well known place, but I would not trade anything in the world for it. In this quaint little town one will find a wide variety of year round activities and traditional festivals. I have traveled to many places in our nation and to other nations, but I have yet to find a place that is as dear to me as my hometown. Most of the inhabitants of Butler will tell you the same thing, whether they have traveled or not. Butler has such a picturesque landscape that it is often the subject of many photographers. The history of this town is also one of the qualities that make it such a wonderful and unique place. The friendly people, various activities, such as water sports hiking, and the wonderful landscape in the town of Butler, TN, make it one of the premier vacation spots and home sites in the nation. Butler is located on the very northeastern tip of Tennessee. Approximately 40 miles from the ETSU campus on Highway 67, one will first cross the Butler Bridge overlooking Watauga Lake. Then about a mile later the road begins to descend into the little town of Butler. Most of my family has lived in Butler all of their lives, so they know first hand the history of Butler. This town’s history is very unususal; Watauga Lake now covers the previous location of Butler. The TVA project moved this town from what used to be a flood-prone area to a higher elevation. Butler has its own museum devoted to this move. It contains old artifacts, pictures old Butler before and after the lake was drained, and many handmade quilts dating back to the 19th Century. The Butler Museum is located at Babe Curtis Park at the end of McQueen Street in Butler. Entire books have been written on the subject of old Butler such as Lost Heritage by Russ Calhoun Sr. Beautiful mountains with small creeks, a pristine lake, and rolling grassy valleys make the landscape of this beautiful place. Regardless of the time of year one will always find breathtaking landscape in the town of Butler, except for the mid winter when all of the leaves are off the trees and they look like skeletons, which can be very depressing. The natives of Butler are people who love their land and tend to stick with traditions.

The 10 commandments of employee discipline and dismissal

Last year alone, hundreds of adverse rulings were slapped upon scores of companies, resulting to millions of liabilities. It is sad to note that many employers today, either abetted by their HR and personnel managers, or against the professional advice of HR and lawyers, do not really adhere to the provisions of the Labor Code, on the rules of dealing with their own workers in the matter of discipline and dismissal. Despite all the seminars, workshops and symposia, that HR personnel attend regularly, management never seems to learn. The result could be very damaging, if not disastrous. An adverse decision by the NLRC and the Supreme Court entails not only an order to reinstate workers and pay them full backwages but also moral and exemplary damages. The greatest damage is upon the good name and corporate image and goodwill of the companies, or an irreparable damage on the harmonious relations between employees and management, resulting to declines in productivity, quality and profits. To help address this problem, this writer is now embarking on an advocacy through the PMAP, the official association of people managers in order to address this problem. Last week, I was in Baguio, then to Iligan. Today, I am in Davao then later this week, to Cagayan de Oro, in July in Tacloban, Bicol and Batangas. By August, I will conduct seminars in Cebu, Mandaue, and Mactan on the critical need to go back to the rule of law in leading and managing people. I have 10 commandments on employee discipline and dismissal. First, management should respect the workers' rights in the exercise of the employers' prerogatives to hire and fire people, to transfer, promote and demote. The Labor Code is explicit and unequivocal. The DOLE, NLRC and the Supreme Courts are strict and uncompromising. The second commandment is that management should adhere to the specific just causes for termination of employment, under Article 282 of the Code, like serious misconduct, insubordination, fraud, breach of trust, gross and habitual negligence and crimes. Third, employers should follow the authorized causes under Article 283, like redundancy and retrenchment, labor-saving devices and closures. Fourth, the strict rules on due process, under Article 277 (b) should never be compromised. Fifth, management should always bear in mind that, in illegal dismissal cases, it is the employers and not the complainants who have the burden of proof. Sixth, the proof must be enough to qualify, under the law, and controlling doctrine, as falling within the quantum of substantial evidence. In Cebu alone, many firms failed to comply with these basic principles. The seventh commandment is that management should master the art and science of proper and adequate documentation, from hiring to retiring. Legal forms should be prepared following the intricate procedures and formalities. The advice of expert lawyers should be sought. Some lawyers may be excellent in criminal and civil laws but are absolutely clueless in the practice of labor laws and labor relations. Any mistake could endanger the viability of the business and the career of CEOs and COOs and some HR executives. Commandment number 8 is the crucial choice of lawyers and consultants and the proper handling of labor cases before the Labor Arbiters and the NLRC, the appellate and the Supreme Court. The ninth commandment is knowing how to respond to summons, adverse decisions, writs of executions and other legal processes. Out of sheer lack of knowledge or worse, lack of respect for law and fundamental workers' rights, many monumental mistakes had been committed. The tenth is for management to proactively train their executives, managers and HR staff how to avoid and prevent cases to be filed against the company. A small investment in these forward-looking, developmental and empowering seminars can go a long way in saving the business from the adverse effects of unfavorable court rulings.