How to Write a Brand Positioning Statement

Making sure every touchpoint — from content to sales — remains on-brand is essential. But when you have seemingly limitless decisions to make regarding a new product, marketing campaign, or anything else related to your business, it can be difficult to keep all the moving parts properly aligned. Related: Elements of an effective brand promise That's where a brand positioning statement comes into play. A brand positioning statement is a helpful point of reference whenever you need to make decisions about strategy, marketing campaigns or products. What is a positioning statement? A brand positioning statement is a short and concise description that sums up your brand. It includes: Your brand promise Your category or market Your customer base (and their pain points) A high-level description of benefits Who you are A brand positioning statement is designed to be used internally. That said, it can provide helpful context for any content being created by in-house writers, freelancers or creative agencies. And while a brand positioning statement isn't necessarily very long, you should still dedicate a solid block of time to crafting it. In addition to creating a positioning statement, you should also write a value proposition. A value proposition should describe the beneficial features of your product, services, strategy, or approach. It includes: The main benefit of your products & services How you resolve customer pain points The difference between a positioning statement & value proposition The key difference between a brand positioning statement and a value proposition lay within the who, what, when, where, how and why. In theory, each statement should answer the following questions. Brand positioning Value proposition Who is your brand? What are the benefits of your products and services? Who is your target audience, and what are their pain points? How does your company plan to solve (or resolve) your customers' pain points? Which category or market does your brand fit in? How does your company benefit the customer? In other words, a value proposition illustrates a brief overview of the benefits that the product or service provides. A positioning statement focuses more on what your brand delivers to customers and how it's differentiated from your competition. The importance of a positioning statement A brand positioning statement is an internal aspect of your overall brand strategy as it defines your brand's identity and personality. It also doubles as a guardrail to help test any potential business decisions. Some businesses choose to have more than one positioning statement, perhaps addressing different market statements or brand personas. Ultimately, a brand positioning statement is important because it helps you keep everything consistent and in line with your brand — no matter what you're doing. Every creative asset will be measured against your brand positioning statement, so it's essential to take time to craft it. How to write a brand positioning statement If you're ready to write a brand positioning statement, there are some essential elements for it to include. For example: Personality — what is your brand personality and how do you want to depict it? Audience — who are your audience and what are their pain points? Market — which market category does your brand fit into? Brand promise — what does your brand promise to provide customers with? What are the benefits that your brand offers? Evidence — what efforts do you have that you can deliver on your brand's promise? If you're ready to start writing your brand positioning statement, feel free to use the following template: For [your target market] who [the primary need of your target market], [brand name] provides [the main benefit that sets your brand apart from competitors] because [the evidence that you can deliver on your brand promise]. Most brands will adjust the template to fit their taste, like in these two examples: "For upscale American families, Volvo is the family automobile that offers maximum safety." "Harley Davidson is the only motorcycle manufacturer that makes big, loud motorcycles for macho guys mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom." The result may be short, but you can easily spend days or even weeks getting this short statement to feel just right. And remember — while your value proposition focuses on the specific benefits your customers will receive from your products, your positioning statement is about why your brand is the right one for your audience. Be sure to include the unique value you provide and how that differentiates you from your competitors. Tips & tricks to writing a brand positioning statement When writing and evaluating your brand positioning statement, you need to double-check to make sure the statement is going to serve its purpose. Will this statement inform your future marketing decisions? How does this statement differentiate my brand against the competition? Will I want to change this statement as my brand grows and changes? How often? Is my statement unique, yet easy to understand? By asking yourself these important questions ahead of time, you gain the clarity and groundwork needed to write a concise, compelling statement. Keep in mind that you won't necessarily hit the nail directly on the head with your first draft. Once you've written it, go over it with a fine-tooth comb and ask yourself whether it answers all the questions mentioned above. Should you find glaring errors or gaps, you can edit and rewrite it as you see fit. If  ¬Ã¢â‚¬â€ or, rather, when — elements of your advertising & marketing change, your brand positioning statement will still inform them. You might have a new tagline or different messaging, but the same guiding principle is behind these decisions. 4 brands with strong positioning strategies When you look at how some companies handle their branding, you can also clearly see the brand positioning statements that stand behind their advertising and creative assets. Here are some of the top brands that have strong branding – and even stronger brand positioning behind them. Amazon Amazon rapidly grew into an online retail brand that now dominates virtually all sectors. You can get just about everything you want from Amazon. Their audience is broad, with services offered to anyone who wants access to a large range of products all in one place — along with convenient delivery. Amazon differentiates itself from other e-commerce brands by putting its customers first, as well as being innovative and committed to operational excellence. McDonald's McDonald's offers affordable, quality food choices for families who want fast food paired with efficient customer service. They provide a consistent experience across thousands of locations worldwide, following tight standards at every location. They're set apart from other fast food restaurants because of their determination to continually improve both service and operations. Walt Disney World Walt Disney World is for families (and adults!) seeking unforgettable, magical experiences. Their goal is to help people of all ages make their dreams come true, and they work hard to create and promote a fun, exciting environment. As a company, Disney has been around long enough that it now inspires nostalgia in multiple generations. There's only one Walt Disney World, and many people have come to associate it with their childhood. Whole Foods Whole Foods was created and inspired by people who care about their health, as well as the environment. They provide healthy, sustainable food products, using ingredients that are closely connected to those who grow them — and to the earth. Whole Foods sets itself apart from competitors by holding itself and the food they sell to high standards so that they can always deliver on their brand promise to their customers. Key takeaway At the end of the day, your brand positioning statement should inform your business decisions for at least a couple years. It's worth taking some time to write it — instead of rushing it — so you have a statement that truly sums up your brand and what it has to offer. Once you've written it, make sure everyone at your company can access it, use it, and find creative ways to elevate your brand. Ready to start building your brand? Learn about the 10 assets you need to effectively manage a brand online in our free ebook.

The Impact Of Financial Institutions On The World s...

There is a growing realization that, along with government aid and charitable philanthropy, financial institutions can help to solve some of the world’s social problems. Over the past decade there has been significant growth in socially responsible investing. Just as the formation of the venture capital industry ushered a new approach to funding the private sector, impact investing is attempted to harness the finance industry to bring social improvements. Ideally, impact investments would deliver something good for humanity while generating a financial return with limited downside risk. As socially responsible investing continues to grow, investors have begun to gravitate to companies and assets that hold similar values to themselves. This can include investments towards climate change, alleviating poverty, increasing education or anything that progresses social strides. Traditionally, responsible investing avoided stocks which promoted vices such as tobacco and alcohol. Howe ver, as the industry has evolved, financial institutions have created funds which now actively promote and track sustainable practices. Socially Responsible Investing In general, socially responsible investing creates quantifiable social change while also generating modest financial returns. These investments positively impact a variety of sectors by providing access to critical goods and services to develop impoverished areas. In particular, millennials are more attracted to impactful investing andShow MoreRelatedThe Decline Of The United States964 Words   |  4 PagesThe first decline of the U.S. economy occurred (Dezhao, 2006) back in the 1930s during the capitalist world s great economic depression. The second fall took place in the 1970s and 80s, the time which the international competitiveness of U.S. commodities and capital decreased significantly. The third decline occurred late 2000 , the recent financial crisis 2008/9. The reasons and results of the three falls are very different. Following the first two declines, the United States madeRead MoreEssay on Overview of the Recent Financial Crisis in the US146 8 Words   |  6 PagesIntroduction The financial crisis started in the USA because of subprime mortgage crisis in 2007. As a consequence of it, a credit crunch was originated and it quickly spread from the real state sector to other sectors, and furthermore, from USA to other countries. This caused a series of financial and economic crises like the collapse of housing markets in Europe, the global stock markets, global financial systems and markets, along with a lot of large banks and financial institutions, as (Sun, et alRead MoreImf And Negative Impacts On Argentina1082 Words   |  5 PagesThe IMF and Negative Impacts on Argentina The International Monetary Fund is an organization created in 1945 consisting of 187 member-countries with goals to foster a global cooperative monetary system, promote international trade growth and exchange rate stability, and maintain a multilateral system of payments. The IMF attempts to achieve these goals by surveilling the global economy, providing financial assistance through credits and loans, and by providing technical assistance. The organizationRead MoreThe International Monetary Fund ( Imf )1089 Words   |  5 PagesThe International Monetary Fund (IMF) was established in 1946, along with the World Bank. The IMF was developed to promote all monetary cooperation and remedy economic problems incurred during the post - war reconstruction period (Baylis; 2008: 245). The IMF was therefore considered as the â€Å"rule keeper† and an important component in public international management. In the pursuit to stabilise the exchange rate system, the IMF reserves the authori ty to change exchange rates. Another vital role isRead MoreThe International Monetary Fund ( Imf )1501 Words   |  7 PagesTHE INTERNATIONAL MONETARY FUND (IMF) The IMF was set up during the Second World War in the year 1944. It started operation in 1947 and it has been working with the UNO since. Its headquarters is in Washington D.C in America. IMF provides short term loans to countries having problems of balance of payments. It also provides technical advice to its members and ensures free flow of trade by removing all trade restrictions. It establishes and maintains stable exchange rate between member countriesRead MoreInternational Monetary Fund Argentina Project And Its Problems And Outcomes913 Words   |  4 PagesThe International Monetary Fund Argentina Project and its problems and outcomes One project of the International Monetary Fund was a series of loans given to the country of Argentina in the 1990s through 2001. In the 1990s many investors and brokers looked to Argentina for investments as they rated its economy as one of the world s strongest (Blustein, 2003, Aug 3). It was at this time that Argentina first started to follow the International Monetary Fund formula for economic stabilization inRead MoreImf And World Bank Group1185 Words   |  5 PagesIMF and World Bank Group The IMF (International Monetary Fund) and World Bank were both founded in 1944, during a UN conference held in Bretton Woods in the United States. Delegates specializing in the field of economic policy attended from 44 countries, with the shared goal of establishing a framework of economic cooperation, in the hope of avoiding future financial instability on a scale witnessed during the Great Depression of the 1930’s. The IMF is currently accountable to and governed by 189Read MoreImf And World Bank Group1185 Words   |  5 PagesIMF and World Bank Group The IMF (International Monetary Fund) and World Bank were both founded in 1944, during a UN conference held in Bretton Woods in the United States. Delegates specializing in the field of economic policy attended from 44 countries, with the shared goal of establishing a framework of economic cooperation, in the hope of avoiding future financial instability on a scale witnessed during the Great Depression of the 1930’s. The IMF is currently accountable to and governed by 189Read MoreEssay on Intro to Human Services1296 Words   |  6 PagesServices made a big impact and a difference in our society as we know it today. Through the sociological era in the 1900s many were faced with challenges such as financial support for the poor and no support or guidance for the children, developmentally disabled and the mentally ill. Human Services make positive and lasting differences in peoples lives, and they help improve the world. The early 1900s, sometimes called the sociological era, continued the period of social reform. During this timeRead MoreIn A Postmodern Industrialized Nation Like The United States1424 Words   |  6 Pageskind of personal freedom and individual success that has been fundamental for advancing our society in the past. This means that as far as the U.S. citizen is concerned, everyone should be given the opportunity to educate themselves and improve their social and economic position to the best of their ability. As Americans, we should have the right to make our own personal contribution to our society. This is the fabric that holds our nation together. It has been woven historically into our culture, and

Phil Lit - Free Essay Example

Sample details Pages: 2 Words: 596 Downloads: 2 Date added: 2017/09/23 Category Advertising Essay Type Argumentative essay Tags: Dramatic Essay Did you like this example? STRUCTURAL ANALYSIS OF THE SHORT STORY â€Å"THE WEDDING DANCE† BY AMADOR DAGUIO Submitted by: Tayde, Edmark R. BSIT 3-A SETTING The short story â€Å"The Wedding Dance† happens in the mountains that belong in the one tribes. In that tribes they believe that they need to have a child before the seven harvest came, because they have a law that they need to follow. CHARACTERS PHYSICAL DESCRIPTION: Protagonist: Awiyao -Husband of Lumnay, who wants to have a child. Lumnay – wife of Awiyao. Kabunyan – head of the tribe. Madulimay – other woman of Awiyao that can help Awiyao to have a child. METHODS OF CHARACTERIZATION: Indirect/Dramatic It is Dramatic because Lumnay cant have a child with Awiyao, and because of that, Awiyao has to marry someone who can give him a child. POINT OF VIEW: Amador Daguio write this story maybe because he already experience this kind of situation. THEME The author will make this story to tell to other people that in their tribes, that wife and husband don’t have a child, the man will have a right to marry another woman. PLOT Exposition Awiyao is the husband of Lumnay. Madulimay is other woman that Awiyao will married. Kabunyan is the God of their tribes or the head. Awiyao and Lumnay want to have a child, but one of them have a problem that they cannot produce a child they do all their best to have a child, until Awiyao get tired and find other solution for their problem. Complication Man vs. society, because in their tribes they have a law to follow, that a wife or husband must have a child. Climax The short story â€Å"The Wedding Dance† refers to the couple wants to have a child. The couple are Awiyao and Lumnay. Both of them want to have a child but they cannot produce their own. So, Awiyao find another woman to solve their problem and that is Madulimay. Resolution Awiyao married to Madulimay, for them to have a child. Ending Lumnay looked for a big rock on which to sit down. The bean plants now surrounded her and she was lost among them. OTHERS STORY ELEMENTS Allusion The wedding dance it refers to the couple that they cannot produce a child named by Awiyao and Lumnay. Awiyao find other solution for their problem but its to difficult to Lumnay accept that solution. Flashback Lumnay always remember the fast, so she feel lonely, at last Lumnay are disappear. Figurative language 1. Simile The gangsas beat through the walls of the dark house, like muffled roars of falling waters. 2. Metaphor The 5th paragraph in the first page, the story fire played with strange moving shadows and lights upon her face. She was partly sullen but her sullenness was not because of anger or hate. 3. Personification At the 2nd paragraph in the last page, the mountain clearing was cold in the freezing moonlight. The wind began to cough and stir the leaves of the bean plants. 4. Imaginary Third paragraph in the first page. The woman who had moved with a start when the sliding door opened had been hearing the gangsas for she did not know long. Hearing the gangsas will be auditory. Mood The mood of the short story â€Å"The Wedding Dance â€Å"is emotional and respectful. Emotional because they suffer a problem that they cannot solve without sacrificing and respectful because atlast Lumnay respect the decision of Awiyao. Tone The characters of the wedding dance play their part very emotion, because when you observe the some paragraph of the wedding dance you already feel the sadness. Don’t waste time! Our writers will create an original "Phil Lit" essay for you Create order

Lifespan Development. Influences of Nature and Nurture on...

HS1005 Environmental Influences Throughout this assignment I will be discussing the development of a four year old child. With the support of relevant theories including the work of Jean Piaget and Erik Erikson, I will discuss the environmental influences that promote the physical, cognitive and psychosocial development of a four year old child. I will also review the importance of play in the child’s development and propose an activity of play that would enhance the child’s development. In the world of a four year old child there is a lot of changing. For in the fourth year in most western societies this is the time they will most commonly begin attending kindergarten/preschool. Energetic and imaginative best†¦show more content†¦In addition to physical development, kindergym can also greatly influence the four year old child’s psychosocial development. The kindergym programs are exercised in group environments, with between 20 and 25 children per session. This means there are more children and less area of play. The four year old child must now learn to share and take turns to avoid confrontation and avoid the guilt associated within Erikson’s initiative versus guilt stage. The child is now learning and building on the social competencies required in creating friendships and avoiding consequences and guilt associated with fighting. Piaget’s view of the child making sense of the world through their own investigation emphasised the importance of the environment rather than other people. Since then his views have been modified to take account of the importance of social contacts. We all need other people to help us learn and young children need adults and other children (Dowling, 2010). If children can learn to be at ease with others and start to develop a social responsibility for them, then clearly this will affect their personal well being, but will also better prepare them to contribute in a larger social world (Dowling, 2010). The presence of a sibling in a child’s life can support psychosocial development. The competencies required in building friendships are learnt skills and the relationship the child builds with their sibling can offerShow MoreRelatedEssay about Lifespan Development and Eriksons Stages of Development1644 Words   |  7 PagesLifespan development is essential, as it is the changes that happen to us throughout a person’s lifespan. Our development occurs at ages stages where we develop from infancy till death. This essay will contain my life story to display the domains in 5 age stages in my lifespan development. The domains I will be exploring is in this essay is physical, emotional, cognitive, social, cultural and mor al domain. The influence of biological and environmental play a significant role in my development. DevelopmentRead MoreCounselling Theories Essay1212 Words   |  5 Pagesï » ¿Counselling Theories Assessment 1 1. Explain the concept of nature versus nurture, using yourself as a case study to illustrate the theory. The concept of nature versus nurture is that human behaviour is influenced by genetic information inherited from our parents and also by environmental and social influences. My appearance such as short sightedness and pigmentation (freckles) I inherited from my parents. This means like my father I must wear glasses to drive and many other aspects ofRead MoreLosing Isiah1556 Words   |  7 PagesEarly childhood is the most important phase of development in one’s lifespan as the experiences during childhood sets the course for later stages of development. It has been noted that a mother’s actions during pregnancy may influence the development of an infant. The developmental influences include prenatal, perinatal and neonatal environments. (Santrock, 2002) Although babies come into the world with no say or control over which family they will be placed into, or the environment in which theyRead MorePsychological Factors That Influence Human Behavior1079 Words   |  5 Pages Unit 15 Level 4: Psychology for Health and Social Care. Submission date: 04/11/2015 Psychological Factors That Influence Human Behaviour Throughout The Life course. Introduction; According to Crawford and Walker(2010), the life course is defined in literature as, â€Å"The progression and path an individual takes from conception to death.† (Crawford and walker, 2012, p.3). The study of the life course and human development is extremely complex and could be described as interdisciplinary as it encompassesRead MoreLifespan Development945 Words   |  4 Pages* Lifespan development is the field tha examine pattern of growth, change, and stability in behavior. (womb to tomb) * Major topical Areas (Physical Dev., Cognitive Dev., Personality Dev., Social Dev.) * Physical- Body and the brain. * Cognitive- Growth and behavior * Personality- Stability and change * Social- interaction and relationships grow * Cultural factors and developmental diversity * Broad factors * Orientation toward individualism orRead MoreContinuity Vs. Social Development1570 Words   |  7 Pagesour development is completely and evenly continuous, or if it is just based on age periods.â€Å"Continuity is the gradual increase in responses and behaviors.† For example, the heights, as well as the weight, show the continuity.† Discontinuity is the occurrence of development in distinct stages. For example, the change of goals during the life duration. 2) Stability versus change: The second debate asks whether our personality traits being during infancy endure or change throughout the lifespan. StabilityRead MoreParenting Styles and Attachment931 Words   |  4 Pagesinfant†. Both Freud and Erikson placed great emphasis on the parent-child relationship and its importance to â€Å"normal† development. Freud believed that the human child is born with natural instincts and drives. The relationship that the caregivers had with the child has a major impact on how this child developed into a mature adult. Erikson’s psychosocial stages are also directly related to the caregiver’s responses to the child. John Bowlby was a significant contributor to this belief and developedRead MorePersonality Theory And The Psychological Processes Of Functioning And Psychopathology2377 Words   |  10 Pagesproductivity, etc. The core of all personality research is centered on the question of nature versus nurture. The fundamental question is whether personality is a â€Å"naturally† derived thing hardwired in at birth or as socialized through the â€Å"nurturing† of the parent in youth. Secondary to this question, though working quite in conjunction, is that of whether or not personality is a stable thing over one’s lifespan, or if it is something which can be change and molded. Read MorePersonality and Ethics8599 Words   |  35 Pagesindividual makes in his lifespan, and throughout this lifespan, the individual’s personality are tempered by external factors. In spite of all that, the nature of an individual’s personality still commands a degree of stability across time and situations as they grow from childhood to old age. And every individual’s personality begins the moment they are capable of perceiving the world. The development of one’s personality depends on two factors which are nature and nurture. As cited in CarducciRead MorePYC2602 NOTES2972 Words   |  12 PagesPYC2602 - Summary of A childs world - Papalia et al Cpts 1,2,3 THE STUDY OF CHILD DEVELOPMENT: BASIC CONCEPTS THE STUDY OF CHILD DEVELOPMENT: THEN AND NOW †¢ Child Development: Scientific study of processes of change stability in human children. †¢ Quantative change Change in number/amount eg height, size of vocabulary, frequency of communication tends to be continuous †¢ Qualitative change Change in kind, structure organization Discontinuous Marked by the emergence of new phenomena that cannot

Role Of Local Media On Public Diplomacy - 1705 Words

1.0. Introduction This chapter introduces the study by giving a brief background to the role of local media in promoting Public Diplomacy of China in Zanzibar. The chapter also gives research Questions and significance of the study and research methodology. 1.1.1 Background and Problem Statement In every society in this world, media plays a very important role as sources of information on what is occurring not only within the local community but also in international in the formation of public opinion and have been recognized as constitutive of social reality in modern society . Media thus act as a mirror that reflects the happenings in society and are regarded as a barometer of society . The use of Mass Media in Public Diplomacy has†¦show more content†¦As many parts of the world do not welcome or otherwise lack access to global or regional media directly such as CCTV, it was clearly noticed that most of the regional or global media houses establishements have limited media effects due to unavailable or broadcasting via satellite systems which are most of the time very expensive and commercial oriented hence only few people can afford to subscribe for the services. There is no one-size-fits-all policy when it comes to identifying an effective communication strategy in diplomacy, whether it is in its narrow sense of official negotiation or understood as public diplomacy. In order to improve its global image and cultivate an international environment that would facilitate China’s continuous rise in the world, the Chinese government has developed, in recent years, an aggressive Public Diplomacy program. The extension of the global outreach of its media has become an essential component in the effort to propagate the country’s international image In cooperation with â€Å"Multi Choice†, the largest pay-television plat-form in Africa, CCTV has launched Great Wall Africa, a bouquet of 11

Difference Between New England and Chesapeake Regions free essay sample

Although the New England and Chesapeake regions were both settled by the English in the early 1600s, there were many distinct differences between the two, such as their colonial category, geographical location, and their main source of economic stability.To begin, the New England and Chesapeake regions were different because of their reasons for colonization. The Chesapeake region was colonized by the London Company, a joint-stock company, the sole purpose of the colony to find gold and to get rich quick. The owners of the company had a great deal of money invested in the success of the colony, which put pressure on the colonists to succeed in returning the investment for the owners of the company by finding gold and resources for England. The New England colonies were created as Charter colonies. The colonists of New England, mostly puritans, were escaping religious persecution back in England and were eager to set up a land where they could practice their religion freely without fear of imprisonment. We will write a custom essay sample on Difference Between New England and Chesapeake Regions or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page These colonists believed that their colony was the â€Å"City on the Hill† the example for the whole world to see. Free of pressure from the greedy investors of the joint-stock company, the New England region developed a colony similar to a religious utopia.Secondly, the New England and Chesapeake regions were different as a result of geographical location. The Chesapeake region had the ideal climate and geography for cultivating the time period’s number one cash crop, tobacco. The Chesapeake region had rich, fertile soil and a climate suitable for growing cash crops such as tobacco. The Chesapeake soon became a plantation colony cranking out the tobacco for the salivating investors of the joint-stock company. Up north, in New England, it was quite the opposite, The region was riddled with rocks and the climate was inadequate for farming. The cold rocky environment of the New England region did have some advantages. For one, the New England region had rivers befitting for navigation and forests filled with miles and miles of trees. These advantages created New England’s main industry, ship building. Ship building and trade soon took over as New England’s main source of economic affluence.To sum up, the reasons why the New England and Chesapeake regions became two distinctly different societies were because of the geographical location, economic systems, and their colonial category

Dictionary of Finance and Investment †Free Samples to Students

Question: Discuss about the Dictionary of Finance and Investment. Answer: Introduction: Abu Dhabi national hotel is one of the most recognizable and renowned hotel in Emirate and has evolved into hospitability business. Company despite the disappointing performance of hotels reported huge amount of profits (Adnh.com 2017). While leveraging synergies between various business divisions of the organization of ADNH, the company confident to build the performable and profitability and thereby increasing the performance. National Corporation for tourism and hotel has witnessed an increase in its performance. Increase in profitability of the organization is attributable to segment of catering and retail services (ncth.com 2017). Ability of company to earn adequate return is judged by ratio analysis. The figures provided by ratio analysis are comparable across industries and across companies. It depicts the financial strength, competitive position and profitability of company, thereby assist investors in making investment decisions. Efficiency of organization in utilizing their assets for generating revenue is evident by figures suggested by ratio analysis. Ratio analysis helps in depicting the level of income that is attributable to shareholders in proportion of investment made by them. Financial leverage of firm and if there exist any discrepancy between return on equity and return on assets is provided by this quantitative tool. Competitive advantage of company in terms of quality, products and branding is depicted by ratio analysis. This tool serve as for metrics for judging the competitive position that assist investors in making investment decisions. Analysis of performance of ADNH (Abu Dhabi National Hotel Company) with its competitor NCT H (National Corporation for Tourism and Hotel)is done using the calculated ratios. For the purpose of analysis, six ratios have been considered. It involves Return on capital employed, operating profit margin, asset turnover, gearing ratio, interest coverage ratio and P/E ratio. Below graph make the comparison between the main company that is ADNH and its competitor NCT H. This organization is dedicated to promoting the travel industry of Abu Dhabi at international and national level. There are for directions followed by hotels and it involves management and acquisition of hotels, catering, traveling and hospitality service. Return on capital employed (ROCE) depicts the efficiency of company in generating profits from its employed capital. A higher ratio is considered as favorable because it indicates that more profits are generated by employment of each dollar in the business. From the above graph, it is evident that ROCE ratio for NCT H is more than ADNH for both the years. The ratio is much higher than ADNH and it is indicative of the fact that NCT H is more efficient in generating profits from its capital employed. When comparing the profits of two companies, it is evident from their annual report that profit before interest and tax of ADNH is higher than NCT H. However, current liabilities for ADNH is comparatively higher than it competitor and it is more in proportion to their profits generated. Operating expense comprising of general and administrative expense of ADNH is much higher compared to its competitor in both the financial year. Although, the total sales generated by NCT H is less as c ompared to ADNH. Operating profit margin ratio (OPMR) indicates the efficiency of company in generating money from its ongoing operations. A higher ratio is considered favorable than lower ratio. In year 2014, operating margin ratio for ADNH is lower compared to NCT H. For year, 2015 the ratio is high compared to ADNH. It indicates that NCT H are better able to pay their interest on debt and bear fixed expenses. Hence, ADNH is less efficient in generating income from its operating activities. There is a fall in operating profit margin ratio of NCT H in FY 2016 and the fall is attributable to high cost of staff rental housing and high cost of electricity and water services. The rise in operating profit margin of ADNH is attributable to three new properties namely Park Hyatt Abu Dhabi hotel, Ritz Carlton hotel and Sofitel JBR are the key growth segments of ADNH. The catering division of group performed well and recorded high growth in net profit. Transport sector also resulted in improved productivi ty along with retail division. A higher turnover ratio indicates that assets of companies are utilized efficiently for generating profits (Grant 2016). Investors are informed about the assets efficiency in producing product and meeting sales. From the above graph, the asset turnover for both the organizations have increased in year 2015 as compared to 2014. Asset turnover ratio for NCT H is much higher compared to ADNH. It is indicative of the fact that ADNH does not efficiently utilize its assets for income generation as compared to NCT H. Financial risk to which the business of organization is subjected to is depicted by gearing ratio. A higher ratio indicates high proportion of debt to equity and lower proportion of debt to equity is represented by lower ratio (Bodie 2013). The gearing ratio of ADNH is lower as compared to NCT H in both the financial year. However, the gearing ratio of ADNH has reduced in year 2015 and on other hand; the rearing ratio of NCT H has increased. Comparing the two companies, it depicts that financial management of ADNH is conservative compared to NCT H. financial strategy of ADNH is conservative and they do not rely on aggressive policy for financing their operations. The purpose of long-term borrowing by NCT H is because of diversification of hotel in all aspect. Such borrowing is also intended to control expenses and providing supplies for development of various other sectors. Gearing ratio of NCT H is weak compared to ADNH and this is because Corporation has obtained loan for deve lopment of Al Dhafra Resort project and Jebel Dhanna. Loan amount will be used for adding twenty-four five star category chalets a three star category hotel room and this is done in addition to integrated staff accommodation. ADNH has strong gearing ratio because of loan facility granted to group under syndicated term loan facility. Financial performance of company has strengthened because of successful negotiation for enhancing the tenor and terms of refinancing facility. The current ratio of ADNH stood at 1.148 and it is more than NHCH as against 1.054 in financial year 2014. However, this ratio increased in year 2015, but it was lower than NCT H. Current ratio of NCT H is quite high at 1.911 as against 1.261. This is indicative of the fact that NCT H is more efficient in utilizing current assets for meeting its short-term obligations. The reason is attributable to that fact that they are not able to clear their inventories into sales. For both financial years, gross profit margin ratio of ADNH is lower than NCT H as clearly depicted in the graph. This indicates that profit margin of competitor is higher than main company. However, total sales of ADNH is much higher than NCT H, but they are not able generate profits out of it as compared to higher sales margin of its competitor. This particular ratio depicts the ability of companies to make timely service its debt. Interest coverage ratio is of particular interest to investors, as it shows whether the company will be able to meet its debt obligations regarding interest payment (Downes and Goodman 2014). Ratio for both the companies is above industry standards. Ratio for ADNH increased in the financial year 2015 and the increase was more than NCT H. Interest coverage ratio of NCT H is higher than that of ADNH. NCT H is much more efficient and capable in meeting its interest obligations. However, the probability of defaulting on interest payment by ADNH has decreased in year 2015, it remained low than its competitor. This ratio is used by investors for evaluating the fair value of stock of companies and to make prediction about future earnings per share. Higher earnings of the companies depicts higher dividend payment and lower ratio indicates the poor performance of companies (Dechow et al. 2014). Valuation of stock of company is better valued if the price earnings ratio is high and lower ratio makes lower valuation of stock. Since not all things are held constant, it is not possible to compare the ratio of the companies. However, comparison can be made on general basis; the price earnings ratio of ADNH is lower compared to NCT H. However, the ratio has fallen in the financial year 2015. This indicates that the performance of company ADH has reduced and this is indicated by lower price of share. On the other hand, price earnings ratio of NCT H has increased by significant amount in financial year 2015. It is indicated by a high jump in price of shares. NCT H has been performing well in the 20 15 financial year. In Financial year 2016, ADNH had declared dividend payment of AED 100 million and that is equivalent to 10% of nominal value of issues share capital. A cash dividend of AED 0.07 per share and AED 0.05 per share was declared to shareholders in year 2016 and 2015. On other hand, NCT H declared a dividend payment of AED 0.25 per share in year 2015 as compared to AED 0.05 in year in 2014. Total amount of dividend paid to shareholder in 2014 by NCT H stood at AED 115865271. The operating segment of ADNH is managed separately according to services and product provided. A strategic operating unit is presented by each segment and there are four operating segment. Segment is divided into transportation services, retail, hotel and holding and their performance is measured based on reported loss or profit. Profit generated for hotel operating segment has fallen and that of transport and holdings have increased in year 2015. Operating segment of NHC H is comprised of hotel catering service, retail service and holding. For the purpose of making decision about performance management and allocation of resources, operating results of business units are managed separately. There is only one geographical segment of company. The line item of operating segment that is hotel has grown in recent year as the operating margin from this segment has increased. The operating policy of NCT H and ADNH is done by making investment is associates and joint venture and they intend to control their operating expenses by generating more sales. However, ADH lags behind NCT H in making sales. The reason is attributable to the exact that Competitor Company that is NCT H is more efficient in utilizing its assets for generating revenue and moreover, the operating expense is much lower than ADNH. Conclusion: From the above analysis of short-term capability of organization using the ratio analysis, it is evident that the performance of NCT H is better than its competitor ADNH. The ratios have been calculated for two financial years focusing on six ratios presented above. When looking at all ratios, the main company performance is far beyond its competitor. The efficiency of the competitor company is higher than main company. They are better in utilizing their employed capital, assets for generating revenue and thereby profits. Moreover, the operating expense of NCT H is much lower as compared to ADNH in proportion to their sales. This has resulted in higher profit generation of Competitor Company. 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