Kfc strategic brand managemnt Essay

The cheap food industry in Malaysia is soaked with players, for example, McDonalds, KFC, Wendy’s, Chili’s, Nandos and so forth. The business is moderately enormous as far as the partaking brands in cheap food business. Cheap food business is classified by the food filled in just as their offices and areas. There are cafés selling explicitly burgers, pizzas or just chicken, Mexican food and numerous others. Concurring the area, a few eateries are drive-ins while others give in house providing food just as off premises catering.The market of the cheap food business is delineated, yet with everything taken into account comprehensive of all gatherings of the general public. As saw in numerous eateries, they give dinners even to youngsters, subsequently permitting all ages to make the most of their suppers from the cafés. Inexpensive food business appreciates a significant level of noticeable quality in Malaysia as the pattern of home cooking is presently on the blur, and the intertwinement of a bustling life, advances the quick nourishments as the solid and accessible wellsprings of food during breakfast, lunch and meals. Also, the dietary patterns of Malaysians give a decent reproducing ground for the inexpensive food industry to thrive as individuals are attached to food and diners have become places where business bargains are finished up just as assignments finished, for example Starbucks. According to this year, it is anticipated that the deals of this industry will hop up concurring with the expansion of the travel industry as it is the declared year of the travel industry; this will in the end observe, the augmentation in incomes gathered by the drive-thru eateries as the voyagers will indicate the current populace in Malaysia. 1.2COMPANY OVERVIEW This investigation centers around the brand of KFC or in any case as known as Kentucky Fried Chicken. This is a universal brand that has an enormous number of franchisees everywhere throughout the world. KFC began in USA, and gradually invaded the remainder of the world with its head tasting chicken. In Malaysia, this brand began its tasks in 1973; it has supported a sound development throughout the years with numerous outlets being opened all around. With the presentation of ‘Meals on Wheels’, clients can be conveyed food upon orders made through the web or by the telephone. The cheap food business is extremely serious as there is a hardened rivalry in making sure about market. The bounty number of inexpensive food makes the opposition significantly higher and harder, moreover,â it isn't simple for more current organizations to infiltrate particularly if such a business doesn't do as such with development. KFC has delighted in acknowledgment and definitely it is a significant brand. Anyway with all the popularity, KFC battles with reliability from clients. Client steadfastness is the inclination of clients having a solid buy relationship with the business. Faithful clients are the individuals who keep up buys with the specific brand paying little heed to any changes. Client dedication can be communicates in two different ways; either as a conduct or the occasions that a client returns to buy from a similar brand. The expansion of rivalry might be ascribed as one of the causes that lead the lessening of steadfastness. This is on the grounds that the market is overflowed with any choices which a client might have the option to browse. In addition, inventive systems and more worth added administration to buys will in general lessening dedication. The impression of administration esteem is a significant factor that assembles or devastates devotion. It has been a region where numerous brands have been focusing on so as to keep in stage with the on-going rivalry. KFC has endeavored to amend its menu and consolidate new stuff that will make its image increasingly charming to clients. At first, KFC has been fixated on its 11 spiced formula of chicken. The center item I KFC is its seared chicken; after some time, the brand has included burgers, pokkits, r ice and potatoes to its menu to improve the menu by enhancing what they offer. 1.3BRAND A brand is named as a recognizable proof of a specific item or administration that is explicitly not the same as other item. The investigation of brand value and its administration produces reliability from clients that is profoundly connected with fulfillment. Brand value that adopts a client focused strategy empowers the simple creation and upkeep of devotion. Brand value, as clarified by Keller comprises of brand remarkable quality, execution, symbolism, judgment, feeling and brand reverberation. Keller depicted the structure of brand value in a type of a pyramid where brand striking nature shapes the base and brand reverberation is at the summit of the pyramid. 1.4SALIENCE This is at the base of the pyramid, and in actuality it is the establishment of a brand. This portrays the degree that a client thinks about your image during buy. It manages the circumstance whether your image is conspicuous orâ even all around thought of by clients. for the accomplishment of any brand, there is a need of having a solid remarkable quality among clients, as this wil influence the odds of your image being sold or even worshiped by clients. KFC passages sensibly well with striking nature, as its items convey a lot of acknowledgment just as they is commonly acknowledged by the market. This is obvious by the reality the chicken suppers served there as it is recognized for just selling incredibly tasting chicken. Brand notability comprises of brand mindfulness and brand affiliations. Brand mindfulness is characterized as the degree to which an item is perceived and reviewed. Brand affiliations are the meanings that encompass the item. As clarified above, striking nature frames the base of brand the board that in the long run prompts dependability and fulfillment. On the off chance that at all an organization needs or has insignificant remarkable quality, almost certainly, it will confront a lot of difficulties to support its reality. 1.5PERFORMANCE Execution is on the second level of the brand value pyramid. After the foundation of the brand personality in the remarkable base of the pyramid, next is the exhibition and symbolism. To additionally stamp a qualification of an item from another, there is a need to feature or show how the item performs, but its capacities or how can it fulfill the need and wants of clients. Brand execution features its significance, worth and administration of the item. As far as KFC, the exhibition is at the limit of a suppers eatery where every feast is esteem added to permit the clients to appreciate sharing their dinners. Be that as it may, in the exhibition of the administration, numerous defects are distinguished in KFC that may add up to the decrease in devotion. Aside from the rich kinds of the food true to form, the administration given is normally beneath desire. There are typically long lines in the outlets just as the degree of tideness and tidiness is an easily proven wrong issue. These variables give a low impression of the administration given, henceforth a likely impediment to client dedication. 1.6IMAGERY This term includes the picture and character of a brand. The picture of the brand is the thing that the brand undertakings or depicts to the clients though brand character consider the qualities and dreams that an item grasps. All things considered, brand symbolism is about the meaning of a brand. This is significant as it depicts the highlights and quirks tat are special toâ the brand alone. KFC endeavors to extend itself as an eatery where a family can generally have dependable methods. What's more, it has distinguished itself to sell halal food; of which it is an additional favorable position with respects with the high number of populace in the nation expending just halal nourishments. All the more in this way, it has recognized itself as youngsters cordial by giving kiddies dinner just as territories where children can have their birthday gatherings. As a rule, I has set up itself to be an easygoing feasting zone where people can make the most of their suppers in a casual way. 1.7JUDGEMENTS These allude to the a portion of the reactions from clients towards the items. This spreads decisions regarding activity just as verbally expressed word on the item. Furtherly, decisions of the brand goes about as an input component to the brand by demonstrating whether the clients as the sole market for the item are by any opportunity intrigued with the items. KFC has had the option to assemble positive remarks over te nature of administration and the things on the menu, yet there has been a droop in the input that has been gotten. Clients judge it just like an imaginative contrasted with different cafés. This has pushed KFC to reexamine its menu things and acquaint some unmistakable changes with the items, for example the presentation of Zinger burger Reloaded, and in an offer to broaden their menu things, the presentation of more fish based dinners in the menu. 1.8FEELINGS Emotions towards the brand work connected at the hip with the decisions over the brand. This is almost certain the fulfillment meter of an item in the midst of its clients. It tends to the potential emotions that are held by the clients to the item and the administration out and out. The issue is whether it causes the clients to feel all the positive sentiments and feelings towards it. KFC is decidedly thought of by numerous clients as the dinner is very uncommon as it were. Along with the corporate social duty program it has set out on; the one of building homes for the destitute, the general public doesn't repulse it as it is a positive demonstration. Notwithstanding that, the quantity of work it makes, alone, permits individuals to build up an inspirational standpoint to it. 1.9RESONANCE Brand reverberation is at the highest piece of the pyramid. It reflects theâ relationship between the item and the client. It communicates the degree of connection that a client has to the item. All the more along these lines, it brings up the degree of commitment the item yields on a client. Brand reverberation is estimated as far as its action and force. The profundity and degree of this commitment between the item and the client result as the result of the notability, execution just as the judgment and emotions bore by the clients to the brand. KFC

Ethical Perspectives Free Essays

In the working environment, individuals at all degrees of the association are probably going to experience moral situations. A moral issue is where choices must be made that might be in struggle with one’s profoundly held convictions. We will compose a custom article test on Moral Perspectives or on the other hand any comparable point just for you Request Now As a rule acting to the greatest advantage of the organization requires thinking about the necessities of others, not simply one’s individual sentiments. Understanding that individual convictions can't administer all work environment dynamic, and in talking about potential moral issues, a great many people will state decidedly that they will survey every circumstance completely and possibly act when all the information has been assembled and an exhaustive examination has been performed. In any case, actually individuals settle on fast choices that don't generally consider every single influenced party, alluded to as partners. Instruments have been created to assist individuals with getting ready for real work environment quandaries. One such device is the virtual EthicsGame Dilemmas. The reproduction comprises of two tricky working environment circumstances. The Case of the Mysterious Roses rotated around a lady, Gayle Dornier, accepting unknown roses at work and how it affected her as if she was being followed, which thus caused her to feel risky in the workplace (University of Phoenix, 2013). The other situation, the Case of the Cold Feet, included an analyst, Dr. Waters, who needed his boss to help him in introducing the most ideal information for a clinical diary article (University of Phoenix, 2013). This would commonly appear to be a genuine solicitation; in any case, the manager was conscious of data which showed the outcomes from the examination were not as great as the article depicted. The motivation behind the games are to assist individuals with figuring out who are the partners and the potential results utilizing alternate points of view, or focal point, for example, the rights/duties focal point, results focal point, relationship focal point, and notoriety focal point. The Process In the two circumstances, the means utilized included being mindful, which is when the issue is characterized. In the Mysterious Roses case, the issue was guaranteeing that Gayle would have the option to talk about what occurred with her director, while the administrator looked after his/her duty to treat all workers reasonably during the examination. Exposed Feet case, the issue was deciding how to discover the harmony between managing the bogus information and saving the notoriety of the association. The subsequent advances includes being astute, which is where the partners are recognized. Settling on choices without first understanding which gatherings will be influenced by the result would be reckless. There are two arrangements of partners, essential and optional. The essential partners are anyone straightforwardly engaged with the circumstance and the auxiliary partners are the individuals who are likely not to be influenced legitimately, however in the event that they are, it will be a blip in their life, while the essential partners may endure lost notoriety, work, or speculation. The third step includes applying reason and utilizing one of the focal point methods to figure out which sort of activity will yield the best outcome. In the Mysterious Roses, the focal point that worked best was the Rights/Responsibilities Lens, which is to reveal to Gayle that her issue can be kept classified, yet that it might need to be accounted for in the event that it is a business related issue. She ought to likewise be urged to audit the Company Handbook before meeting with her chief to talk about the issue. This is a decent choice from a hazard to the organization point of view as it positions zero on a size of zero to five. With the Cold Feet case, the best focal point was the Reputation Lens, which was for the director to illuminate the analyst, Dr. Waters, of his/her interests in regards to the information without making him aware of the way that the data in regards to the information had originated from the lesser specialist. This will give Dr. Waters time to concede what he did and potentially clarify why. In the event that he doesn't confess all, the chief should then make the general direction mindful of Dr. Waters’ activities. This methodology is to some degree unsafe as this could be raised to a legitimate issue which would need to be imparted to general society; subsequently, it has a hazard estimation of one on a size of zero to five. These moral points of view were directly in accordance with my perspectives. As I was experiencing the reproduction, there was an example where my position waivered, in any case, it was just when I was approached to settle on the choice that had the best great forâ the most noteworthy measure of individuals. At the point when I returned to my actual sentiments on the issues, my choices were consistently in accordance with what was viewed as the best choice. Applying these Concepts to the Workplace Since my actual sentiments in regards to these circumstances were in accordance with what the recreation offered as the most ideal arrangements, I feel emphatically that I will have the option to adequately apply these ideas in my working environment. Effectively managing moral predicaments includes keeping a level head, deciding the genuine issue, and afterward applying motivation to distinguish partners and work through the examination procedure. These are aptitudes I have as of now and which will just improve after some time with each moral situation experienced. Instructions to refer to Ethical Perspectives, Papers

Zara: It for Fast Fashion

Zara: IT for Fast Fashion Identification of issues: The contextual investigation, Zara: IT for Fast Fashion, centers around the retail mammoth, Inditex, and how its biggest retail chain, Zara, has been so fruitful with their plan of action of high style, item variety, ease, speed, and adaptability. A few issues are recognized for this situation study. One glaring issue that is evident identifies with the way that a drawn out Information Technology (IT) technique doesn't exist. There is no proper framework set up to arrangement and foresee for their future needs, including operational and capital expenses.Another issue comprises of the retailer not having a brought together conveyance framework set up, their stores don't share stock tallies, and the supervisors don't have a framework set up to look into their stock adjusts in their stores or different stores, (they achieve this by campaigning the stores). Another noteworthy current issue identifies with the way that their present IT f ramework is impractical, as the hardware is old and unsupported by Microsoft. Their IT framework isn't remote, their screens are little, they are utilizing pointers, which can be bulky, and more seasoned innovation, for example, floppy plates and modems.The last issue includes an absence of shared information on the ebb and flow framework set up; one individual is depended upon and depended for information on the frameworks usefulness. Being so dependant upon one individual places the entire framework in danger. Significance of the key issue: The key issue for this situation study includes whether Inditex should update the retailer’s data innovation framework and capacities or whether they should keep utilizing their present framework. The issue that Zara faces presently is that their present framework, P-O-S (Point of Sales terminals), runs on DOS, which Microsoft doesn't bolster any longer.Any equipment change in the POS terminal would not be perfect with their present POS programming. Without an overhaul, they chance that their present provider could no longer help them. Putting resources into IT framework is inescapable as Microsoft DOS is outdated innovation and there is no assurance that their POS merchant will keep providing a similar terminal without changes to their equipment. Individual Digital Assistants (PDA’s) are at present utilized in all Zara stores, POS terminals are not associated with Zara’s home office or with different stores. here is no framework set up to connect employees’ day by day deals, making representatives duplicate this data onto a floppy plate. Zara’s achievement and primary business procedure is needy upon their capacity to react rapidly to the requests of their clients. By redesigning their present framework, they could include usefulness and abilities that could resolve different issues they face, for example, sharing stock, and being capable at coordinating flexibly and request. They can e asily meet their strategic keeping current with fashion.Without the foundation to help it, it is difficult to achieve, as they would not have the security controls, and back up frameworks set up. This issue is a higher priority than some other issue to determine, as Zara’s mission, achievement and future relies upon innovation dependability and precision. In the event that this issue isn't settled, it is difficult to address the entirety of different issues recognized previously. Key Stakeholders: There are various partners who are influenced by the key issue of whether they should redesign their IT Zara’s clients framework need the most popular trends in stock, in their size and shading, in a timey fashion.By having an updated, productive IT framework, Zara’s clients could encounter better stock controls to address their issues. This thus creates client devotion which likens to a higher volume of deals. Another key partner is Zara’s workers. Workers need employer stability. An all around characterized, redesigned, productive IT framework can aid deals volume, which transforms into benefit for the organization. Representatives additionally need to diminish their outstanding task at hand and repetition. Their present framework doesn't exploit useful robotization and correspondence, which can build their work load.Another partner, Zara’s IT merchant, surely needs to keep up their business relationship with them, yet may think that its hard to keep directing business with an organization who uses such an out of date, unsupported, helpless framework. Zara’s chiefs are likewise significant partners in the choice to overhaul. Their administrators need the present POS framework to accomplish increasingly, for example, look into stock adjusts in stores. This fundamental usefulness is deficient. They need to be in a situation to arrange evaluating and stay aware of their competitors.Zara’s investors are keen on keeping u p the money related achievement that Zara has encountered. They need a framework set up to guarantee that their present design requests are met, that a framework is set up to represent and share stock. They need to have the option to contribute carefully and improve themselves to remain new in the attire business. Another partner, Zara’s providers needs a practical IT framework to give better lead time to requests and materials, and to have the option to convey in an opportune, consistent way. Reasons for the issue:There are numerous causes that add to the circumstance that Zara faces right now. Having a crucial vision without having a key intend to arrive is a contributing element. Having a decentralized dynamic framework set up can likewise be a main driver. Having hardware that is out of date quality is an aftereffect of the above variables. Not having staff and frameworks set up to viably get ready for the future, prompts obsolete gear and manual, unwieldy, wrong, forms. Different elements liable for the absence of key IT arranging at Zara incorporate their present plan of action and administration complacency.Alternative arrangements: There are three elective arrangements. The first is buy the present POS terminals from their merchants so they can bolster their requirements on the off chance that the seller changes their machine to new innovation, and keep working the manner in which they have been. The subsequent arrangement includes recruit a counseling firm to audit their circumstance and direct a key monetary examination of their alternatives. The third answer for the key issue recognized is to continue in updating their present IT framework and add practical abilities to address the issues of their organization.Recommendations: I suggest the third arrangement, that Zara buy and executing another POS organizing framework. This proposal would make a hearty framework that is progressively receptive to Inditex’s flexibly chain arrange. It l ikewise expels the danger of the framework getting outdated and non-good with the vendor’s machine overhaul. It diminishes their presentation for framework disappointments, assists with keeping up and improve effectiveness of decentralization since data stream can be improved between stores, dissemination chains and vendors.The most significant part of Zara’s way to deal with data innovation incorporates the capacity to address the issues of their clients, regardless of whether that includes exactness, practicality, advertising, request, or correspondence. Their unique plan of action included connecting request to assembling, and connecting assembling to circulation, this includes a dependable, perfect IT framework. Overhauling the POS applications to incorporate extra usefulness, for example, organizing capacity, and the capacity to impart stock to different stores, just makes their enterprise increasingly gainful and efficient.The utilization of bigger screens, and c onsoles, versus littler screens and pointers would likewise be gainful to the representatives and clients. There are anyway traps to this suggestion. Well beyond the conspicuous capital cost of the hardware and programming, executing the suggested arrangement in the present moment may require rebuilding the IT division to incorporate a Chief Information Officer (CIO). The CIO would likewise be mindful to direct a far reaching audit of current industry advances and figure out which IT abilities and functionalities will best help the company’s key mission.This individual would likewise be dependable to start a conventional IT planning process that is a piece of the more extensive capital spending plan, and make a proper procedure for choosing and organizing IT anticipates that incorporates both budgetary and non-money related measurements (Porter, M, 2001). In the medium term, Zara may consider an outside group to start this IT change. It is sketchy if Zara as of now has the op portunity and interior ability to impact the change. A re-appropriated proficient group may achieve this undertaking, while at the same time permitting faculty to concentrate on their everyday operations.Zara can broadly educate a couple of IT staff to work intimately with the usage group, to guarantee a consistent progress. A â€Å"train the trainer† might be helpful. This may imply that they may need to employ substitution staff on an impermanent premise. In the long haul Zara ought to build up a â€Å"long-term IT reestablishment plan† as suggested by Feld and Stoddard, 2004, to build up an arrangement to keep up and continue their new framework; this requires time, cash and ability. Joining the three standards in executing IT viably: A long termIT reestablishment plan connected to corporate technique, a streamlined binding together corporate innovation stage and a profoundly utilitarian, execution situated IT association would profit Zara (Feld and Stoddard, 2004). Staying aware of innovation permits Zara to concentrate on future design patterns, with powerful IT they will have the option to remain on the ball and keep their administration. They will continue their plan of action dependent on short cutoff times, decline amounts, and refreshed styles and fashion.If Zara foresees opening up new stores later on, they would need to redesign their framework in any case. On the off chance that t

Top 100 U.S. Business Schools Ranked by PoetsQuants

Harvard Business School has taken first place for the sixth time in seven years in the new PoetsQuants ranking of the best MBA programs in the U.S. Stanford is in second place, Chicago Booth is in third, and Northwestern Kellogg and UPenn’s Wharton School are tied for fourth. This is also the sixth out of seven years that Booth has ranked higher than Wharton since 2010. In addition, this year Booth beat Wharton in four of the five rankings that make up the PQ composite list: U.S. News and World Report, Bloomberg Businessweek, Forbes, and The Economist. Only The Financial Times ranked Wharton above Booth. PQ’s composite list combines the five most influential business school ranking in the world, and weights each to account for the view of each publication’s authority. Combining these rankings helps to diminish flaws in each ranking and show each program’s true position. Other highlights from this year’s ranking include: †¢ All top ten schools from last year remain in the top ten this year. †¢ With some slight changes, all of the top 20 schools from 2015 are in the 2016 top 20. †¢ Fordham University’s Gabelli School of Business had the largest jump this year, climbing 16 places to rank 83rd from 99th in 2015. Other winners include University of Connecticut, jumping 10 places to 63rd, and Brigham Young, Boston College, and Pepperdine University which each rose nine places this year. †¢ University of Kentucky’s Gatton College of Business and Economics plunged 25 places from 70th in 2015 to 95th this year. UC-San Diego’s Rady School of Management dropped 21 places to a rank of 82nd from 61st in 2015. University of South Carolina’s Darla Moore School of Business lost 12 places this year, dropping from 64th to 76th. †¢ Over seven years or rankings, Yale SOM has shown the biggest gains, climbing from 14th in 2010 to 10th this year. Kellogg has risen three places during the same time period, from seventh to fourth. Changes as the top of the rankings are especially important as significant gains or losses are difficult to maintain. 2016 Top 20 Programs: Keep in mind that although rankings get tons of publicity, you want to find the program with the best overall fit for YOU. That may not be the highest ranked program. Furthermore, it’s easy to say â€Å"I want to go to the top 5 or the top 10,† but you also have to qualify and show that you are not only competitive, but will be an asset to any program you apply to. MBA admissions is much more than the sum of test scores, GPAs, and acceptance rates, but those are useful numbers when you are assessing your competitiveness. Yes, you also need to be sure that your target programs will help you achieve your professional and educational goals and that you’re a â€Å"fit,† a more nebulous concept. However, to assess overall competitiveness, use   Accepted’s B-School Selectivity Index. ; Related Resources: †¢ Best MBA Programs: A Guide to Selecting the Right One †¢Ã‚  Business School Selectivity Index †¢Ã‚  Focus on Fit [Podcast Episode]

Man vs. Self Conflicts in The Lord of the Flies by...

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For instance, the diurnal (adding wood to fire) was a custom that would most likely have led to the boys being rescued had they not construed of the existence of a mythical â€Å"Beast† which never transpired in the physical realm. This conjured beast of superstitious properties precluded an early rescue when it was created without conferring with logic. This misconstrued perception heaped upon another was sufficient to effect the death of Simon’s very own life. As for Piggy’s death at Roger’s hands, it could be blamed by the diffident Roger’s innately sadistic behaviour that merely inured to a land thatShow MoreRelatedGood Versus Evil in Lord of the Flies by William Golding Essay1235 Words   |  5 PagesGood vs. Evil Many years ago, Charles Darwin introduced a theory that we humans are a species which evolved from animals that have inhabited the Earth for many years, and he believed that we were civilized, intelligent, and logical life forms for these very reasons. 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The Climate Change And Reduce The Greenhouse Gas Emission

Some scientists and engineers figure out that a better way to fight against the climate change and reduce the greenhouse gas emission is supporting â€Å"nuclear energy† (â€Å"Climate Change†). Nuclear generation is also one of the energy that is able to supply the world’s electricity. Additionally, the nuclear generation currently avoids the emission â€Å"over two billion tons of carbon dioxide each year† (â€Å"Climate Change†). It is an economic development and greenhouse gas emission reductions. Currently, many countries are planning to use nuclear generation because it is helpful to meet their emission reduction. Many researchers find that the best way to get energy for daily use is by converting the â€Å"coal into electricity† (Cohen and Winkler 1). There is a lot of energy that stored in the coal, so people are capable to get electricity from it. 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Large and Small Venture Financial Characteristics

Question: Discuss about the Large and Small Venture Financial Characteristics. Answer: Introdution: The field of accounting profession has been continuously expanding their path and a series of responsibilities are incorporated for keeping record valuables in the most systematic and quantitative manner. The context of choosing the accounting as the best root to be successful business career is because the profession of accounting has now become considered as the language and basic tool of business. However, the matter of success or failure in the judgment of accounting is indeed variable because accounting demands integrity, analytical capabilities and clear vision while recording financial information of business in the most perfect manner. In spite of facilitating the traditional accounting functions, such as cost accounting, payroll and general book-keeping, this profession demands analytical abilities such as cost benefit analysis. The accounting bodies and professionals are already aware about their financial responsibilities and this can be said positively that demand of acco unting professionals are evolving in the business field. Accountant has an important role in the evaluation of financial characteristics. Accountant can easily obtain the financial position of companies by analyzing the financial ratios (Brewer Genay, 2015). In other words, financial characteristics help professionals to observe the financial conditions of the business. This will help to take decision regarding capital gearing, assets acquisition, and operational expenses and so on. However, the success and failure of the business operation is completely depends on well established business structure and an effective and potential execution of the business operations. Furthermore, the ability of the accountant has been tested in everyday while taking decision of investment. A perfect debt and equity needs to be required for developing an effective operating structure of the business. This indicates that accountant is responsible for building capital structure which is all about how a business entity finances its considerable operations and growth by applying different sources of funds. The smooth business operation is completely depends on the adequate availability of funds which is the prime responsibility of an accountant. The financia l professionals like accountant often use debt equity ratio to analyze for providing insight into how risky a firm is. In this context, the accountant helps investors to give an idea about what kind of capital structure is required to be maintained for success or failure of the business. For instance, an aggressive capital structure indicates a greater risk to investors. However, it is the ability of the accountant to handle such risk with proper financial executions because it is the primary source of the firms growth The size of the business venture indicates several variables: the capital exposure in the market, number of employees in the organizations, operational abilities in terms of strength and opportunities, shareholders liability and so on. Interest in developing small and large ventures continues to be in the forefront of policy debates in the developing nations (Kiyotaki Moore, 2012). It is indeed a challenging part of the small venture to make thoughtful investment decisions in terms of choosing ideal financial options and many others. By treating investment as an ongoing strategy and consider several things like limiting current debts, creation of provisional fund or invest in labor to grow would some of the significant business consideration for the small businesses. On the other hand, sound capital investment decisions or engage in RD, innovation to make expanded operational and financial exposure are indeed necessary considerations for the success of the large ventures. Throughout this research work, the study will identify how financial characteristics of a company play an important role in the success or failure of a company. Here the decision making ability of accountant and investors will be evaluated which needs to be practiced for the creation of higher returns. Thus the purpose of this paper is to discuss the focus of previous literatures on the relation between finance and small large ventures development and to point out some of the remarkable financial contributions which certainly be different in case of diverse financial characteristics of ventures. Research aim and Objectives The aim of the research is to discuss the financial characteristics of small and large ventures and their implication in the business. To attain the aim of the research, the following objectives need to be followed: To discuss the relationship of financial characteristics of small and large ventures and its impacts in terms of growth or failure of the business To investigate how accountant and management took their decisions by evaluating the financial characteristics of a company To discuss the role of the financial characteristics of business and their contribution invest for creating higher returns on the basis of financial ratio analysis Research Question How does the financial characteristics of small and large ventures impact on the success or failure of a company? How do the financial characteristics of company helps to take sound investment decisions? What is the role of the financial characteristics of business in the creation of higher returns on the basis of financial ratio analysis? Problem Statement The financial constraints faced by the companies in their operations are considered to have a negative effect on their business growth (Claessens et al., 2012). This is deemed worrying for a developed organization that does not acquire any adequate technology and infrastructure for gaining attention of the big businesses or target consumers. In the recent era of globalization, strengthening the financial performance of the companies is deemed increasingly important. The companies are facing tough competition in maintaining their financial position and this creates lot of problem for the accounting professionals who are the responsible to keep records correctly. For this reason, the company needs to be competitive and considering the same, they require focusing on improving their financial performance (Claessens et al., 2012). The recent research will facilitate discussing the relationship of financial characteristics of small and large ventures and its impacts in terms of growth or f ailure of the business. Preliminary Critical Literature Review Choosing right kind of business entity is the challenging consideration for the business owner. However, the size of the ventures indicates several business aspects. Small ventures are partnerships, privately owned corporations, or sole proprietorships that certainly have a lesser employees or less revenue than a regular-size corporation or business. However, ventures shall be defined small in term of being able to apply for government supports or other preferential tax policies varies depending on the industry or country of operation (Claessens et al., 2012). On the contrary, the large business concerns are associated with different financial structure and more employee base to handle the operations effortlessly. On the statistical or quantitative perspectives, The Australian Bureau of Statistics (ABS) classified a small venture as a active trading business entity with 0-19 employees. Interestingly, the macro business organizations are small businesses with 0-4 staffs. Furthermore, businesses with 20-199 employees are considered as medium business who is contributing the active trading business. This indicates that they are successfully remitting in respect of the role of GST. Lastly, more than 200 employees associated with the company is the perfect example of the large business venture. Financial characteristics of small and large ventures: Small sized ventures are often come together for analytical purpose, although the industry in which the small business is in also likely to play a significant role for determination of the firms financial characteristics. Generally, the financial characteristics comprised with the several financial ideas like profitability, indebtedness and liquidity. On the economic perspectives, small ventures are less likely to borrow compare to larger ones. Benavides-Velasco et al., (2013) stated that large business tends to be made more leveraged compare to small ventures at the time of borrowings. Such fact indicates less exposure of handling debt or liabilities with the help of asset acquisitions in case of the small ventures. In other words, Vogel (2014) explains this fact as the reduced accessibility to finance for small ventures compare to the larger ones. It further reflects the more fluctuating revenue streams of companies which make the gearing ratio of companies more dispersed relative to medium or large business organizations (Graph 1). Industry is also considered to be a significant driver for the analysis of the financial characteristics for deriving the gearing for a business in a particular industry because size of ventures plays large role in this context. On the general perspectives, the small ventures indicate more profitability compare to medium and large companies (Cheng et al., 2014). However, the factor of profitability is indeed varies across industry. For instance, large construction companies tend to have higher return of assets relative to small companies. In most of the industries, however, the median ROA is higher for small business entities. This may indicate that small companies are more risky compare to large ventures with having a greater variation in returns. Lastly, liquidity is the entitys ability to pay its short-term obligations or debt. Here the small companies have fewer capabilities to handle the liquidity relative to large ones. Based on above discussion this can be said that financial characteristics of companies help to analyze financial position of companies on the perspective of industry (Van Der Wijst 2012). Research Process To accomplish the research on an organized manner, this paper will follow a research process. Initially, this paper explains the research topic and background of the different forms of ventures. In the second part, all the financial characteristics of small, medium, large scale ventures and its diverse implications will be discussed. This piece of critical literature review helps in understanding the role of the financial characteristics of companies in decision making and to generate higher returns. Throughout the research, the study will follow a methodical framework and conduct the research gathering sufficient data which needs to be analyzed for getting the expected research outcome. Research Methodology In the methodology section of the research, the study will explore theoretical framework. Here the secondary research will be conducted for gathering the points of financial characteristics of small and large enterprises. Generally, the decision making approach of different types of ventures are different. For this reason, an in depth discussion procedure will be conducted and the descriptive research design will be followed. According to Lambert Lambert (2012), the descriptive research is all about casting light on present issues or problems through the data collection process that enables to describe the financial characteristics more comprehensively which will help to identify its contribution in the financial decision making as well. The descriptive research design is also suitable for assessing characteristics or behaviors of sample population. On the other hand, the deductive research approach will be practiced to explain the means of research questions, which can be derived f rom the propositions of the theory. Here the common observation regarding the financial characteristics of different types of companies will be recorded and understands how an investor make decision by evaluating the financial characteristics on the basis of financial ratio analysis. Data Collection and Analysis Here the sufficient data will be gathered by exploring the secondary data collection method. To know the answers of the research questions, several case studies, journal articles, newspapers, will be collected to gather the necessary resources for conducting this research. Although the research methods are split widely into qualitative and quantitative methods, this study will follow the qualitative data analysis. Under this method, qualitative research does not involve numbers or numerical figures in the research; however this method would be preferable because qualitative analysis results in rich data that gives an in-depth picture and observations. It would be useful to explore how financial characteristics of ventures impacts on the accountants or investors decision making in the business. After conducting this research successfully, this study will clearly identify the relevant features or financial characteristics relevant to a particular size of the ventures. It is obvious that different types of ventures have different financial capabilities and exposures which indicate a specific purpose of investments within the target company. With this understanding, the study will identify the role the financial characteristics in the success or failure of the company. By investigating the positive financial aspects of the company, the accountant or shareholders of the company will get the perfect decision and ensure higher returns as well. Conclusion: Based on the above analysis it can be said that financial characteristics needs to be evaluated before initiating any business projects. It will help to structure business ideas effectively in terms of intending capabilities, size of businesses. However, the financial interpretations and decision making abilities are completely depends on the accountant of the company. Thus a right projections and understanding of financial characteristics help to create higher returns of the business. Here the limitation of the report is that the financial characteristics are identified only on the basis of financial ratios. Financial capabilities need to be analyzed by proper financial tools Financial capabilities of business needs to be monitored frequently Investment decisions of business needs to be taken on perspective of industry standard References: Benavides-Velasco, C. A., Quintana-Garca, C., Guzmn-Parra, V. F. (2013). Trends in family business research.Small Business Economics,40(1), 41-57. Brewer, I. Genay, H. (2015). Small Business Investment Companies: Financial Characteristics and Investments.Journal Of Small Business Management,33(3), 38. Retrieved from https://www.questia.com/library/journal/1G1-17438228/small-business-investment-companies-financial-characteristics Cheng, S., Hameed, A., Subrahmanyam, A., Titman, S. (2014). Short-term reversals and the efficiency of liquidity provision.Queens University Working Paper. Claessens, S., Kose, M. A., Terrones, M. E. (2012). How do business and financial cycles interact?.Journal of International economics,87(1), 178-190. Kiyotaki, N., Moore, J. (2012).Liquidity, business cycles, and monetary policy(No. w17934). National Bureau of Economic Research. Lambert, V. A., Lambert, C. E. (2012). Qualitative descriptive research: an acceptable design.Pacific Rim International Journal of Nursing Research,16(4), 255-256. Rba.gov.au. (2016). Retrieved 21 December 2016, from https://www.rba.gov.au/publications/workshops/other/small-bus-fin-roundtable-2012/pdf/03-fin-character-small-bus.pdf Van Der Wijst, D. (2012).Financial structure in small business: Theory, tests and applications(Vol. 320). Springer Science Business Media. Vogel, H. L. (2014).Entertainment industry economics: A guide for financial analysis. Cambridge University Press.