The History of American Education - 1844 Words

Schools have changed remarkably since they were first introduced centuries ago. Continue reading in order to find out how the past has shaped education, as we know it. There are six main eras or time periods in which important things occurred for the American School System, The colonial era, The growth of public schooling, The progressive era, the segregation and Integration era, the 1960s-1970s, and the 1980- present era. The first era was the colonial era, because the first schools were started in the 13 colonies. When schools were first started, they were only intended for males and had very limited facilities for women. Schools used to contain one teacher in each classroom, and things were taught differently than they are now, and†¦show more content†¦It was a way of passing knowledge from one mind to the next. A man named Horance Mann created a coalition of professional teachers in 1837. This group of teachers was modeled after the Prussian idea of â€Å"common schooling†, or the notion that all of populace deserved the availability and value of education, no matter level of proficiency or skin color. Age grading was an idea that Mann had inquired during his time in Prussia. This idea was originally put into effect in Massachusetts during 1848. Age grading was the design of appointing students by age and placing them into different grades. The students progressed as time went on, d espite what the student’s aptitude may be, with the lecture form of many European universities, in which students were viewed as submissive receivers of instruction apposed as involved and enthusiastic contributors in instructing one another. Formerly, students were sectioned into single groups, with ages varying from the young age of 6 to the adolescence of 14. On the occasion that a student were to terminate a course, they were deemed graduated from that course, and stepped forward onto the next level of difficulty. During the age of reconstruction, the freedman’s bureau launched the opening of up to 1000 schools for African American children presiding in the south. An assortment of north- sponsored colleges made for AfricanShow MoreRelatedBlack History Of American Education2125 Words   |  9 Pages â€Å"The history of American education abounds with themes that represent the inextricable ties between citizenship in a democratic society and popular education.†(Anderson) As a result of their skin color, blacks had always been discriminated against in US society. As a result, blacks had become jaded to the harshness of inequality and could not find a plausible way to gain equal footing because they were taught that they were lesser beings than whites. From late 19th century to the end of the 20thRead MoreHistory of American Art Education Essay1572 Words   |  7 Pagesthe United States as a developing nation, and art education was no exception to this. In order to come to terms with the impact of Western culture on American art education, it is important to chronicle the progression of art education throughout Europe. Spanning centuries, the political, social, and economic development of European nations, each played an important role the philosophies of art education, which in the long run, affected American ideas concerning the subject. Thoughts about artRead MorePower Of The Students During The History Of American Education Essay984 Words   |  4 PagesPower to the Students Throughout the history of American education, students have faced many dilemmas that have caused interference to the community in many ways. For the past half century many of the educational reform movements (e.g., school desegregation, head start, and bilingual education) have attempted to promote racial and class equality in education. So why is it that these reform movements haven’t been successful in equalizing educational opportunities? There have been notable achievementRead MoreAfrican American History And Education Of All Perspectives Essay1522 Words   |  7 Pagesknowledge with her or his students. Students learn to view events, concepts, and facts through various perspectives. When teaching American History, the teacher would be able to include African American History, Women s History, Asian American History, Latino American History, etc. As a result, students are getting the multicultural education they disserve through education of all perspectives. One can only hope all schools reach beyond stage 3 and have the privilege to be in Stage 5. Gorki’s StageRead MoreThe History of American Public Education Essay examples2412 Words   |  10 PagesAfter the American Revolutionary war, the people of the United States were responsible for determining the best course of action within the new republic. The Articles of Confederation were replaced by the new Constitution, which provided a general set of principles the government was to be guided by. This new system was a new and improved integration of historical warnings, hoping to prevent tyranny by individual or the masses and injustice. However, it quickly became apparent that a certain educationRead More The History of the American Education System: A look at the 1900s1903 Words   |  8 PagesThe History of the American Education System: A look at the 1900s The dawn of the 1900s brought with it progressive education. With a growing population due to an influx of immigrants, many cities decided to build more schools. Chicago was one such city. Before 1889, the city of Chicago had only five high schools. By 1990, the Chicago Board of Education had developed the Chicago Normal School, 15 high schools and 234 elementary schools. These schools provided not only educationRead MoreHistory of African Americans and Higher Education Essay example1188 Words   |  5 PagesFor blacks, the history of higher education typically points to segregated education. Before the Civil War, the social system promoted the belief that blacks wouldn’t get return on their time spent in higher education. Brown and Ricard (2007) noted that most North institutions were reluctant to allow black enrollment in colleges and universities, and in the South, where slaveholder’s were still powerhouse businessmen, slaves would never be allowed to become more educated than their owners. The reluctanceRead MoreThe One Best System A History Of American Urban Education943 Words   |  4 PagesIn ‘The One Best System A History of American Urban Education,’ David B. Tyack discusses how education has changed from the 1800 s to the 1900 s. He talks about the history of urban public educ ation, as well as the progression of the one best system over the years. In part I of the text, Tyack discusses the increase the number of government in the rural education system and the issues that the education system faced such as lack of space in classrooms because of overpopulation, poor facilitiesRead MoreHistory of American Education, and No Child Left Behind Essay1049 Words   |  5 Pages1620-1776 Precess, Boundaries Colonial America of 1620-1776 began the system for free public education for all New England colonies except Rhode Island. Has this system for free schools been maintained in part by â€Å"public funding?’ The Puritans believed the local governments should see to it that all children learned to read the Bible. Without being able to read the Bible, the children would not know how to denounce Satan. The Eight General Assembly, provided, for the people of each county, byRead MoreHistory Of American Indian Education By Karen G. Swisher And John W. Tippeconnic IIi920 Words   |  4 Pagesto advance Indian education, edited by: Karen G. Swisher and John W. Tippeconnic III. This chapter is titled: The unnatural history of American Indian Education. The chapter was about the colonial education and stereotypical beliefs about the culture and capability of Native Americans. I noticed the words natural and true showed up quite often, natural to me means not human made and true meaning the truth with facts. It was stated that there are four tenets of colonial education (the reculturing and

The Complete Persepolis By Marjane Satrapi - 903 Words

In The Complete Persepolis by Marjane Satrapi, the genre choice of the graphic novel vividly portrays the life-experience that Satrapi herself gone through as a youth growing up in Iran back in the 1980s. Satrapi utilizes a unique drawing style to emphasize the influence that the Islamic Republic has brought to her. The recurring action of teachers implanting Islamic values in children throughout Marjane’s education in Iran is demonstrated through a set of related images, which implicitly reflect on the destruction of childhood that is caused by a totalitarian regime. For instance, the teachers force the girls to wear veils on page1 and tells the parents that â€Å"either [girls] obey the law, or [they are] expelled† (Satrapi, 98) later on. Also, the background of these images takes place where Iran is involved in both revolution and war; it contributes to children’ miserable situation even more. Images are satirical as they connote how the school, under the infl uence of a fundamentalist society, damaging the children by treating them strictly and condemning them to accomplish what the society think is right. Among the recurring images, a metaphorical image that stood out symbolically is displayed on page 95, in which the teacher mobilizes Marjane and her classmates to beat their hearts to mourn death of young soldiers. The full-page panel exhibits an oppressive atmosphere with its heavy shading, which employs a pessimistically impression with Marjane’s childhoodShow MoreRelatedThe Complete Persepolis By Marjane Satrapi Essay2019 Words   |  9 Pageslargely affected the views of Iranians by other nations. The graphic novel, The Complete Persepolis, written by Marjane Satrapi (Satrapi, 2003), conveys many of these events and changes through the eyes of a child growing up in the 1980s in Iran. Satrapi’s main purpose for this book is to describe how the Iranian government was corrupt, causing foreign nations to have a tainted v iew of all Iranian citizens. The Complete Persepolis does so by presenting major events and changes in a manner that is directedRead MoreThe Complete Persepolis By Marjane Satrapi2268 Words   |  10 Pages Review of Literature While I will pull from other sources, the main focus of this paper will be The Complete Persepolis by Marjane Satrapi. Throughout this graphic novel, Satrapi tells her life story and what it was like growing up in Iran. In the opening illustrations, she describes her childhood and her transition from a secular school to one that was religious and separated by gender. At this time it had become law for a woman to wear the veil, or head scarf when in public. Iran transitionedRead MoreThe Complete Persepolis By Marjane Satrapi1552 Words   |  7 PagesThroughout The Complete Persepolis by Marjane Satrapi the idea of inequality is introduced through several examples. Marjane Satrapi uses the title to comment on inequality in all aspects of Marjane’s life, including gender, religious, economic, and racial status. Although there are several forms of inequality that the title attempts to highlight within the story, it focuses primarily on the issues of gender inequality by compa ring the issues that Marjane faces due to her gender and comparing itRead MoreThe Complete Persepolis By Marjane Satrapi1017 Words   |  5 PagesThis pepper identifies and analyses some of the highlights found in the culture narrative of a visual comic memoir titled â€Å"The Complete Persepolis† by Marjane Satrapi, and a culture storyline, â€Å"Code White† by Debra Anderson. Starting with â€Å"The Complete Persepolis† the book is about Satrapi’s experience as she transitions from a young woman into adulthood in Rasht, Iran and Vienna, Australia during and after the Islamic and culture revolution between the periods of 1979-1995. The first publishedRead MoreThe Complete Persepolis By Marjane Satrapi1185 Words   |  5 PagesThere are certain countries that are ran through dictatorship, they abuse the power they have to the country. In the story, The Complete Persepolis written by Marjane Satrapi, she changes the view towards Iran through occurrences and eastern fundamentalist ideas. In 1979, there was the Islamic revolution in Iran. This year was the year that was going to have many changes to the country. In chapter one of the Veil, there are characters and their freedom of expression being repressed as well as theRead MoreThe Complete Persepolis By Marjane Satrapi944 Words   |  4 Pages The Complete Persepolis, written by Marjane Satrapi is a graphic novel that illustrates the authors unforgettable and very rough childhood while growing up in Tehran, Iran during the Islamic Revolution. The book was basically set up with events as the chapters. For example, the chapter â€Å"The Key† describes how plastic keys were handed to the young soldiers as their way to heaven when they died. This is what they were told at least. The book starts when Marji is 10 years old, which isRead MoreThe Complete Persepolis By Marjane Satrapi Essay2678 Words   |  11 PagesThe Complete Persepolis by Marjane Satrapi The Veil The reader is introduced to Marjane at 10 in Iran, 1980. She goes to school and wears a veil, just like everyone else. The women in Iran don’t want to wear a veil The new regime in Iran made it mandatory for women to wear a veil. They also segregated the schools between girls and boys Marjane says she wants to be a prophet The school thinks it’s weird that she wants to be a prophet, so they call her parents Even though she wants to be a prophetRead MoreThe Complete Persepolis Marjane Satrapi Analysis1072 Words   |  5 PagesIn her graphic novel â€Å"The Complete Persepolis,† Marjane Satrapi explores different identities and works through troubling hardships as she comes closer to who she truly is as an educated Iranian woman. Satrapi expresses the many trials and tribulations she endured while living in and out of Iran during parts of the Islamic Revolution, all whilst trying to find her identity as a child, teenager, and adult. Although she loses herself along the way, she always finds her true identity and self-worthRead MoreMarjane Satrapi s Story Of The Complete Persepolis Essay1022 Words   |  5 Pagesan unfriendly world. This is not a fictitious story. This is an actual event that happened to the author of The Complete Persepolis. Marjane Satrapi, the author of The Complete Persepolis, grew up during the 1979 Revolution. This event changed many people’s lives, e ither it was for the better or worse is hard to say. Nevertheless, it influenced Satrapi s whole life. In the book, Satrapi expresses her childhood memories through her eyes as a child. Her experiences and ancestry can be clearly shownRead MoreThe Complete Persepolis By Marjane Satrapi And I Am Nujood1495 Words   |  6 Pagesthe patriotism that the country gives. Having these ideals one can see that some Americans are even question their own culture, and are constantly changing it due to the surge of countercultures and trend setters. From the texts The Complete Persepolis by Marjane Satrapi and I Am Nujood by Nujood Ali one can observe how western culture has affected people who are not raised within Iranian and Yemini cultures, and it grants a glimpse into other cultures and their beliefs. Despite the culture shock in

John Marshall Essay Example For Students

John Marshall Essay John Marshall was born on September 24, 1755 in Prince William County, Virginia. When John was ten, his father decided that they were going to move into a valleyin the Blue Ridge Mountains, almost thirty miles from the house they lived. Johns parents were not well educated but they could read and write. The bookswere very hard to take care of and were very expensive. Marshall had a housebible but other than that they have almost no books to refer to. Johns fatherThomas was good friends with George Washington. Washington had a library and helet John use and was the books were very helpful. The Marshall family haddecided that John would be a lawyer. John went to William and Mary College,where he attended the law lectures of George Wythe. John Marshall joined theCulpeper Minute Men and was chosen as the Lieutenant. Johns grandfather, on hismothers side, had been one of Yorktowns wealthiest men but the war had ruinedhim financially. The family had taken a small tenement apartment next to theheadquarters of Colonel Thomas Marshall who extended his protection. Marshallsprivate law practice continuously grew. He became a well-known attorney but hisdress habits didnt change. Then he hired the best dressed attorney he couldf ind for the customary one hundred dollars. Finally Marshall went to court to ahearing and was so deeply impressed that he pleaded to take the case. The fellowhad paid the lawyer. He only had five dollars left and he took the case. In1797, President John Adams appointed him to an American Mission to France to aidin the trade negotiations. John Marshall returned to the United States to beenthusiastically received by most of the country. Marshall was a part of theMarbury vs. Madison trial, his opinion of the trial was his intellectual and ofmoral force and he foreshadowed the views he would express in later trials. After becoming the First Chief Justice Marshall was asked by the nephew ofGeorge Washington to write the official biography. He was unprepared to writethe biography but he decided to do it anyway. The biography that he wrote tookfour years to write and was five volumes. John Marshall fought in many trialsduring his lifetime, they are: Marbury vs. Madison fought in 1803 McColloch Vs. Maryland fought in 1819 Dartmouth College vs. Woodward fought in 1819 Cohens vs. Virginia fought in 1821 Gibbons vs. Odgen fought in 1831 Cherokee Nation vs. State of Georgia fought in 1831 Three years after the Cherokee Nation vs. Stateof Georgia trial John Marshall died. Now, in his honor, there is a dedicated lawschool, in Chicago, named after him because of his accomplishments. JohnMarshall Law School is where my father attended law school.

Research paper on Marketing Strategy of HSBC Bank Australia Free Solut

Question: What is the marketing plan for HSBC bank Australia, also describe about HSBC, Micro and Macro factors, consumer perception and behavior and marketing mix? Answer: Executive Summary Process of marketing is a critical element of an organisation. Marketing can be defined as an action or business of promoting and selling products or services, based on customer requirements. Marketing also has specific focus on research and advertising. Since the time, industrial revolution started, there has always been need of marketing efforts by the organisations to sell their products to their potential customer. Marketing strategies such as targeting, segmenting and positioning of the product or service is essential for the future success of the product (Baker Hart, 2008). In modern era, marketing has become an important tool for the companies to sell their products. Purpose of this task is to prepare a marketing report on an organisation named as HSBC (Hongkong and Shanghai Banking Corporation). Through this marketing report, potential strategy for marketing of HSBC Bank, Australia will be analyzed. Does The Intricacy of The Topic Intimidate You? Tame Your Fear with Unmatched Assignment Help Services from Professional Writers. Introduction In Australia, HSBC Bank got its banking license in 1986, even though it was present in Australian market since 1965, as HSBC Finance Company Limited. HSBC Bank Australia is part of the global HSBC Group. Within Australia, HSBC Bank has established itself as one of the leading banks with range of banking services and products in retail, commercial and institutional sectors (Bickhoff et al, 2014, pp.47-110). Within Australia, HSBC functions through its 25 branches as well other direct channels. Compared to its existence in the country, it can be said that growth of HSBC in Australia has been relatively slow, even though HSBC in Australia plans to ramp up its branches to 100 from 25, but it will require a well-planned marketing strategy, with focus on various banking and financial products it can offer to the Australian Market (Armstrong Cunningham, 2012). When a business organisation decides to expand its foot print, it becomes important to do so, after a prior planning of marketing process. Marketing is an important element of the overall business strategy, as it helps the business organisation like HSBC to identify it potential customer base, create specific customer segment, and then launch targeted promotional and advertising campaigns and other efforts to publicize its products and services. It will not be wrong to say that irrespective of the glorious history of an organisation and its presence in the market, if the organisation is not able to innovate, and launch new products and services from time to time, then in a highly competitive environment such organisation might cease to exist. However, even if a company is good in innovation, if it is not able to portray its products and services to its target customer base, then also possibilities are high of a product failure. In order to avoid such situations, marketing strategy is prepared by the organisation (Pealoza et al, 2013). Marketing strategy lays down the road map about the entire process of marketing, which involves various aspects starting from product design, till customer servicing. Hence, purpose of this task is to suggest a marketing strategy for the HSBC Bank in Australia so that it can successfully expand its business by opening new branches, and offering new products and services to the end customer. Segmentation, targeting, and positioning of the market (STP) A market segment can be defined as group of customers who have homogenous set of requirements or needs. Before market segment for HSBC is defined, it is important that market segment should have attributes such as accessibility, measurability, large size and profitability. If these attributes are fulfilled by a segment then it is worth trying from the organisation to create a specific segment (Voorhees et al, 2011, pp.4-14). Currently HSBC is popular for commercial banking in Australia, as more than 75% of its customer base is derived from the commercial customer segment. In retail baking segment HSBC has a long way, before it can catch-up with other banks such as Commonwealth Bank, ANZ Bank, Westpac, National Australia Bank, Bendigo Bank and Suncorp Metway etc. All total there are 56 banks in Australia today, in which 12 are domestic, 9 foreign subsidiary banks and 35 foreign branch banks). In terms of leading banks, there are four major domestic banks which have dominated the retail and commercial banking spectrum in Australia. These four banks among them account for more than 77% of the resident assets as at fourth quarter ending in 2010. In this regard, foreign banks like HSBC along with other similar banks have a market share of 13.4% (Weinstein, 2013). HSBC needs to understand that there are multiple segments which can create, however it needs to identify its core competency and accordingly create a segment. Commercial banking in Australia is already dominated by top four domestic banks mentioned above, which occupy more than 77% of total market share. In this scenario, it will be difficult for HSBC to expand its services in the commercial banking (Hassan Craft, 2012, pp.344-356). However, in retail banking sector, there is plenty of scope. Firstly there is large population of Australia which belongs to age group of 18-35 years. This age group contributes to 30% of the total population of Australia. Hence, this age group can be taken up as a potential segment for the retail customer (Doole Lowe, 2012). This age group basically includes people who are just out of college, and have entered professional life or doing some type of business as an entrepreneur. Even though net-worth of customers from this segment might not be very high, but they are spenders, which means unlike higher age group, people from age group of 18-35 years love spending money on shopping etc. that means there is not only scope for HSBC in terms of saving accounts but also for expanding its credit cards services to these segment of customer (Ferrell Hartline, 2012). Hence, the segment which will be created for this marketing strategy will be for potential customers in the age group of 18 years to 35 years. Based on the customer segment defined above, HSBCs target segment will include people in age group of 18 to 35 years of age. It is important to understand that these potential customers might also be existing customer of any other bank as well. Within the main segment of 18-35 years of age, there can be sub segments as well (Fifield, 2012). For example from 18-25 years of age there can be a sub-segment of customers who have basic requirements such as personal banking services and credit cards, whereas people from 26 to 35 years of age might have requirements related to financial products such as mutual funds, credit cards, personal banks, personal financial services etc. Hence, accordingly HSBC should target these two sub-segment of customers under is main segment. Positioning of HSBC will be an important factor in deciding its success or failure related to its expansion plan. As discussed above, HSBC along with other foreign banks have collective share of 17% of the domestic banking segment, which means HSBC has yet to establish itself has a powerful banking brand. One major reason behind its stalled growth is the brand perception (Lovelock, 2011). Domestic banks in Australia have projected themselves as one of the most reliable and easily accessible banks present in Australia. Local factor also allow these domestic banks as it gives its customer a trust factor which is low for foreign based banks. Hence, HSBC should position itself as a global bank which has established itself in Australia after immense success in other parts of the world. That is why; HSBC should focus on positioning itself as a highly successful bank across the world with tremend ous power of its brand (Terpstra et al, 2012). Customers are today aware of various banks functioning across the world, however HSBC needs to invoke its international exposure and innovative banking products in order to convince its target customers, and position itself as a global yet local bank of Australia. About HSBC As an organisation, HSBC bank has vast array of experience in banking and finances sector. HSBC as an organisation is one of the largest bank at global level with presence in almost every important and commercially active country (Ghosal, 2013, pp.24-37). HSBCs product and services portfolio can be categorized mainly in savings and investments. HSBC has proved itself as a competent financial organisation with range of products in Australia and other parts of world. In context of Australia, HSBC can be categorized as a foreign-owned bank subsidiary. Following are some of the competitors for HSBC in Australia who are also part of HSBCs category of foreign-owned bank subsidiary. Figure 1: Competitors of HSBC Bank In Australia Over a period of time, HSBC has diversified its services from being a complete financial firm which focused mainly on commercial segment towards inclusion of personal banking as well. Today, HSBC not only caters to commercial and institutional customers, but also focuses on the retail and personal banking customers (Chikandiwa et al, 2013, pp.365-381). Hence, it has stock investments related products, personal banking products and various other retail products like credit card etc. Micro and Macro factors impacting HSBC Every business organisation is effected by various macro as well as micro factors. Macro factors are the one which can be either internal or external to the organisational environment. Macro factors are mainly the factors which cannot be controlled by the organisation, and might have impact on the decision making process of the organisation (Turnbull Valla, 2013). These factors include global, economic, demographics, legal/political, social-cultural, and technological changes. In order to analyze the macro factors impacting HSBC Australia, its PEST analysis can be conducted. PEST analysis examines political, economic, social, and technology related factors which might have impact on the organisation. Following is the PEST Analysis for HSBC Australia: Political aspects: HSBC Australia has been following the banking industries code of conduct and other financial regulations laid down by the government of country. It also works closely with Reserve Bank of Australia (RBA) which is the central bank of Australia and regulates the banking industry in the country. Hence, since its inception in 1960s as a financial firm, HSBC has always complied with the regulatory guide lines laid down by central authorities. Furthermore, the company also formulates their own protection strategies against any governmental restrictions and limitations (Peck et al, 2013). Economic aspect: HSBC as a foreign bank in Australia has a collective market share of 17% along with other foreign banks. However, HSBC has a strong financial background mainly due to its global backup. Over a period of time HSBC has been mainly successful in commercial banking activities, as part of which HSBC has provided commercial loans in billions of dollars to its commercial customers. Compared to other parts of world, HSBC has been functioning in a stable market conditions, and its stock has also increased gradually over last few years (Chakravarthy Coughlan, 2011, pp.27-32). Social aspect: HSBC as a banking organisation has major impact from social aspect. For example, in 2011-2012 more than 45% of the Australian population saved money in their saving accounts rather than spending the excess money they had. Due to economic volatility, purchasing power of people drop significantly. It has positive as well as negative impact on the bank. Firstly, due to sluggish economy, purchasing power of people have reduced hence, there dependency on products like credit card has increased significantly, which is beneficial for the customer. However slowing economy also impacts the saving pattern of a retail banking customer as well as commercial customer. Commercial customer avoids taking money on loan due to fear of non-payment of the loan. That is why at times it might happen that HSBC might struggle in finding a balance between the two (Boone Kurtz, 2013). Technological aspect: Technology has played major role in boosting the prospect of HSBC in Australia. People are now getting inclined towards use of net banking, e-payment etc. This has been only possible due to rapid change in the technological landscape related to banking industry in Australia (Gilligan Hird, 2012). Consumer perception and behavior about HSBC Consumer perception plays a major role in success or failure of a brand/product/service. That is why it becomes important for an organisation to understand that its marketing strategy should always have focus on identification of consumer behaviour and perception towards the brand, this helps in preparing the marketing strategy (LIU et al, 2014). In case of HSBC, it has setup its business as a foreign bank in Australia. Over a period of time HSBC has moved from being a finance based organisation towards becoming full-fledged banking organisation. However, in terms of perception, there is lot of activity required from HSBCs front to create a more friendly perception about the brand. In a recent concluded survey by Banking Association in Australia, it was revealed that more than 75% of the people surveyed, they will prefer banking with a domestic banks. Factors behind this decisions was related to brand perception, and accessibility of the bank. In case of HSBC, it is perceived by a potential customer that HSBC is more focused on commercial and financial banking aspect. This perception might also be due the fact, that initially in 1960s HSBC started its business in Australia as a finance organisation. Hence, people who can be the potential customer for the retail banking still shy away from HSBC bank as their preferred banker due to this perception (Taleghani et al, 2011, pp.78-86). Another, important customer behaviour is the preference given to the banks which are easily accessible. Even though in age of internet banking, people are preferring banking through internet, however despite of this trend there are vast number of customers who still prefer a bank which is easily accessible. In this regard, domestic banks in Australia have an edge over HSBC. HSBC has only selected branches mainly at commercial locations. On other hands number of branches operated by other domestic banks is far more than HSBC. This is one major reason behind lack of personal banking customers for HSBC, Australia (Pavlou Stewart, 2015). Hence, it is important for HSBC to change this perception. In this regard, HSBC Australia, can first ensure that they should portray their brand as a completely Australian unit rather than portraying as a subsidiary of its global brand. Secondly, HSBC should focus on opening up new branches in commercial as well as few residential areas. That will enable it to capture more of the personal banking customers. Marketing Mix Marketing mix can be defined as the marketing tool which is used for the purpose of marketing by the marketers in an organisation. Marketing is associated with 7Ps. These 7Ps are represented in image below: Figure 2: Marketing Mix For HSBC following will be the marketing mix: Price: Pricing component is a critical factor which decides the future of product or service being offered. In case of HSBC, since it is targeting customer for its personal banking services hence it should focus on offering competitive rate of interest for its saving account. People deposit their money in the bank if they get an attractive interest rate, hence HSBC should try to identify an attractive rate of interest as per the market situation, and offer it to its customers. For its other products like credit card, the grace period of interest period for the purchase done on the credit card should be more than 50 days. Considering the target customer base, this move of pricing will enable HSBC to gain more customers. Place: The place element involves delivering the product element to customers through appropriate methods and delivery channels. In case, of HSBC since it is targeting youth segment hence one important aspect with this segment is that they are technology savvy, due to this reason use of internet, smart phones, laptops etc. is high in this group. Hence, in terms of channel for delivery of its services it should focus extensively on scaling up its online banking portal, and try to include every possible service which it offers through the physical bank branch to the customer. This will also help HSBC in reducing its operational cost on the physical branch. HSBC should also launch its mobile applications through which its customers can access their banking services from their smart phones itself (Pavlou Stewart, 2011, pp. 29-36). Promotion: With a new marketing strategy, it is important for HSBC to focus on innovative ways of promotion. It can use social media networks such as Twitter and Facebook to connect with its potential customer segment. Promotional e-mails, tweets, and informative posts on Facebook should be posted regularly. Promotion should be focused more on engaging customer with the brand. People: From peoples aspect, HSBC should first ensure that it is able to deliver flawless customer service to its end customer. Segment which it is targeting is a volatile segment which doesnt sticks with a brand if the customer service is not good. Secondly, HSBC should hire local people to support its operations. However, recruitment of people should be less and focus should be more on pushing virtual banking. Process: Often it has been seen that many people do not associate themselves with a bank due their cumbersome process. In this regard, HSBC should focus on simplification of its existing processes. For example rather than a customer coming to a bank for opening an account, bank executives should visit customer to collect his detail. Such level of services will make the entire process for the end customer extremely convenient. Product: in terms of product, HSBC should be following a linear strategy, which means that currently it should focus on consolidating its existing product portfolio such as personal banking, credit cards, investment plans etc. within these products it should try to innovate with different schemes such as varying interest rates etc. Physical environment: In terms of physical environment, it can be said that HSBC should ensure that its new branches are located near residential areas and educational institutes. Currently, HSBCs operation is concentrated more in the business regions of Australia. Hence, in order to reach to personal banking customer HSBC should be focused on expanding its branches in different regions. Recommendations Based on the above marketing plan it can be said that, HSBC is yet to achieve major success in Australian banking industry. Currently Australian market is dominated by more than 56 banks, out of which 77% of the total industry share is with top four domestic banks in Australia, this aspect reveals that there is tremendous potential for HSBC Bank to expand its services. However in clutter of several banks and financial institutions. HSBC should focus on providing high level of customer service and secure banking services. In present marketing environment, any organisation which can offer high quality customer service to its end customer is capable of dominating the market. Ultimately, HSBC Bank needs to seamlessly integrate its products, customer services and overall business and pricing strategy in such a way that it should be highly convenient and beneficial for the end customer. References Armelini, G. U. I. L. L. E. R. M. O., Villanueva, J. U. L. I. . N. 2011. Adding social media to the marketing mix. IESE insight, 9, 29-36. Armstrong, G., Cunningham, M. H. 2012. Principles of marketing. 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