The Motive Behind Merger And Acquisition Finance Essay - Free Essay Example

Sample details Pages: 11 Words: 3292 Downloads: 8 Date added: 2017/06/26 Category Finance Essay Type Analytical essay Did you like this example? INTRODUCTION Background Mergers and Acquisitions have gained substantial importance in todays corporate world. This process is extensively used for restructuring the business organizations. Some well known financial organizations also took the necessary initiatives to restructure the corporate sector of India by adopting the mergers and acquisitions policies. Don’t waste time! Our writers will create an original "The Motive Behind Merger And Acquisition Finance Essay" essay for you Create order The  Indian economic reform since 1991 has opened up a whole lot of challenges both in the domestic and international spheres. The increased competition in the global market has prompted the Indian companies to go for mergers and acquisitions as an important strategic choice. The trends of mergers and acquisitions in India have changed over the years. The immediate effects of the mergers and acquisitions have also been diverse across the various sectors of the Indian economy. The Indian Economy has been growing at the fast rate and emerging as the most promising economy in the world. Be it in IT, RD, pharmaceutical, infrastructure, energy, consumer retail, telecom, financial services, media, and hospitality etc, there has been a sign of promising boom in the Indian economy. It is the second fastest growing economy in the world with GDP touching 8.9 % in 2010. Investors, big companies, industrial houses view Indian market in a growing and proliferating phase, whereby returns on capital and the shareholder returns are high. Both the inbound and outbound mergers and acquisitions have increased dramatically. According to Investment bankers, Merger Acquisition (MA) deals in India will cross $100 billion this year, which is double last yearà ¢Ã¢â€š ¬Ã¢â€ž ¢s level and quadruple of 2005. Indiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s merger and acquisitions deal value in year 2010 reached almost US $50 billion which is three times of the deal value last year 2009. There were MA deals worth about $16 billion in 2009, down from close to US $40 billion in 2008. Definitions: Mergers: Mergers or amalgamation is combination of two or more companies to form as a single new company. In this process no fresh investment is made, however an exchange of shares takes place between the entities. In simple terms, a merger involves the mutual decision of two companies to combine and become one entity. Generally, merger is done between the two entities having similar size. Varieties of Mergers Mergers can be of various types. But there are 5 main mergers varieties which are valued most in the corporate world. Horizontal merger   Two companies that are in direct competition and share  the same product lines and markets. Vertical merger  Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬Å" Two companies which are in the Value Chain. Market-extension merger  -  Two companies having same product but different target market. Product-extension merger  -  Two companies selling different but related products in the same market. Conglomeration   Two companies with unrelated business/ industry. Acquisitions Acquisition means buying the ownership of one company by another company, often as the part of the growth strategy. Unlike in merger, acquisition is generally done by a large company to a small one. Acquisitions can be either friendly or hostile. Like mergers, acquisitions are actions through which companies seek economies of scale, efficiencies and enhanced market visibility. Acquisition is done either in cash or acquiring the stock of the target company or both. Distinction between Mergers and Acquisitions Mergers and Acquisitions are often uttered as one and the same and considered to have the same meaning. But the terms merger and acquisition are two different term meaning. When one company takes over another independent company and clearly established itself as  the new owner, the purchase is called an acquisition. From a legal point of view, the  target company  ceases to exist and the buyer or the acquirer possesses the full control of the business and the buyers  stock continues to be traded, then it is acquisition. Regardless of the type of the strategic alliance they all have one purpose in common. They are all meant to create synergy that makes the value of the combined companies greater than the sum of the two parts. Synergy Synergy  is the force that is obtained when two or more components meet together to produces an exceptional result which when done solely cannot be achieved. In a business synergy takes the form of enhanced performance, increased profitability and exceptional cost reduction. By merging, the companies hope to benefit from the following: Staff reductions Economies of scale Acquiring new technology Improved market reach and industry visibility Importance of the study When a company wants to expand, there are various ways its can do. They can achieve the growth either by capturing the market share or by growing through strategic alliances. The main objective of the merger or acquisition is to achieve growth and synergy, economies of scale and capture or expand the market share. Buzz of merger and acquisition often creates hype in the financial market about the acquirerà ¢Ã¢â€š ¬Ã¢â€ž ¢s stock price. While most empirical research on merger focus on daily stock return surrounding announcement date, a few studies also look at long term performance of term performance of acquiring firm after merger.  [1]  Not only that, the performance of the company as a whole is also a matter of question mark. Will the company be able to perform better than it is doing or not? Problem Statement Many firm prior to merger and acquisition have an expectation to create a synergy from merger and acquisition. The main motive behind MA is to create efficiencies in the business and expansion of the business. But they most of the time ignore the fact that the effect of merger and acquisition has direct correlation with the value of the acquirers company and the stock price. The other problem that is to be considered is the financial risk associated with the MA. Research Objective The objective of this study is to gain the deeper and clear knowledge of the merger and acquisition on the acquiring firm. It also aims at the financial risk that a company may face post merger/ acquisition asa well as the long term performance of the acquirer. The objectives are as follows: To examine the effect of EPS myopia on the return of acquiring firms in mergers. Evaluate the effect on the stock price of the acquiring company post merger and acquisition. Critically evaluating if the shareholders of the acquiring companies experience wealth effect as a result of MA. The expected long term performance of the acquiring firm. Study of the financial risk pertaining to the merger and acquisition. Research Question What is the motive behind Merger and Acquisition? What is the effect on the stock price of the acquirer pre and post MA? Does the buzz create the bubble effect on the market or is it long lasting? What is the wealth effect of the acquirer firm post and pre MA? What is the trend of MA in Indian market? Drivers of MA in India What are the effects of MA to the competitors? Effect of the tax to the government post merger and acquisition. Limitations of the Study No proper information on the companies is found except for their Balance Sheet and Income Statement. This study is based on secondary database, so errors in the data could affect the results of the study. External factors such as economic conditions, regulatory changes etc are not taken into consideration. An overview of the Study This dissertation is divided into five chapters. The first chapter deals with the background information, problem statement, objective of the study, importance of study, research question limitation of the study. The second chapter deals with literature review. This chapter indicates the theoretical framework of the valuation method of Merger and Acquisition. It shows the detail description of the past research that has been done on the topic and discusses the outcome of the study. The third chapter deals with the research methodology of the dissertation. It deals with the Research method used for the data and information collection. It includes sample selection/design procedure, data collection and data analysis tools used in the dissertation. In this part assumptions had been made where there is lack of appropriate data and information. The fourth chapter deals with analysis and interpretation of the financial data that are used to achieve the objectives of the disserta tion. This section mainly deals with the findings from the study and also focuses on the analysis and its results. The fifth and the last chapter of this dissertation present the findings of the study, recommendation of the study to the investors, financial managers regulators. It also concludes the suggestions for future research. Chapter II Review of the Literature 2. Literature Review Many authors and writers have written lot about merger and acquisition and its impact on the performance of the company as well as on the economy. A great deal of research has been carried out on the performance of the corporations involved in the merger and acquisition. When a company wants to jump start a long term growth or boost up the corporate performance, MA may seem to be the best option. Yet study after study puts the success rate of MA lies just between 20% and 30%. A lot of researcher had tried to explain the abysmal statistics, usually by analyzing the attributes of the deals that worked and those that didnà ¢Ã¢â€š ¬Ã¢â€ž ¢t. What is lacking is the robust theory that identifies the causes of those success and failures.  [2] 2.1 Merger and Acquisition: Conceptual Review Farlex Financial Dictionary  [3]  has defined à ¢Ã¢â€š ¬Ã…“A decision by two companies to combine all operations, officers, structure, and other functions of business. Mergers are meant to be mutually beneficial for the parties involved. In the case of two publicly-traded companies, a merger usually involves one company giving shareholders in the other its stock in exchange for surrendering the stock of the first companyà ¢Ã¢â€š ¬? Pratap G. Subramanyam (2005) has stated merger as in the term associated with the integration of one company into another. The merging company should exist thereafter and all its assets and liabilities get legally vested in the merged company. This means that the merger means amalgamation of the assets of the two or more companies to form a new company serving the similar or different purpose. 2.1.1 Recognition of amalgamation (merger) by Indian Statutory Bodies The Company Act of India does not define an amalgamation or a merger. Therefore, the term are being interpreted as being included in the term à ¢Ã¢â€š ¬Ã‹Å"arrangementà ¢Ã¢â€š ¬Ã¢â€ž ¢ as defined in Section 390(b). This is vindicated by the fact that Section 394 talks about arrangement that are in nature of amalgamation of two or more companies. It is possible under Companies Act for two or more companies to amalgamate using the shareholder approval route under Section 293(1)(a) though such route is never adopted. The more appropriate route is to get court order under Section 394 of the Act, which has been specifically enacted to enable amalgamations. Section 390 This section provides that à ¢Ã¢â€š ¬Ã…“The expression à ¢Ã¢â€š ¬Ã‹Å"arrangementà ¢Ã¢â€š ¬Ã¢â€ž ¢ includes a reorganization of the share capital of the company by the consolidation of shares of different classes, or by the division of shares into shares of different classes, or by both these methodsà ¢Ã¢â€š ¬? Section 394 This section contains the powers while sanctioning scheme of reconstruction or amalgamation. Under the Income Tax(IT) Act, 1961 Section 2(1B) the word amalgamation in relation to companies means the merger of one or more companies to another company or the merger of two or more companies to form one company so that: All the property of the amalgamating company or companies before the amalgamation becomes the property of amalgamating company by virtue of the amalgamation. All liabilities of the amalgamating company or companies immediately before the amalgamation become the liabilities of amalgamating company by the virtue of amalgamation. Accounting Standard AS-14 defines amalgamations as those pursuant to the provisions of the companies Act or any other statute, which may be applicable to the companies. Therefore, it applies to all transactions that come under the purview of Section 391-394 of the Companies Act that relate to integration of two or more com panies. AS-14 categorizes amalgamation into two categories: (a) amalgamation in nature of merger (b) amalgamation in nature of purchase. An amalgamation fall into former category if: All assets and liabilities of transferor company become after amalgamation, the assets and liabilities of the transferee company. Shareholders holding not less than 90% of the face value of the equity share of transferor company (excluding the shares held by the transferee company), become the equity shareholder of the transferee company by virtue of the amalgamation. The consideration for the amalgamation, receivable by those equity shareholders of the transferor company who agree to become the equity shareholder in the transferee company, is discharged wholly by issue of shares (except for fractional shares that may be settled in cash). The business of the transferor company is intended to be carried on by the transferee company. Acquisition is the mechanism by which companies change hands and through transfer of ownership of share or transfer of control. Acquisition means the purchase of or getting access to significant stakes in a company, often making such acquirer a major shareholder or force in the company. According to Dictionary of Financial Term  [4]  Ãƒ ¢Ã¢â€š ¬Ã‹Å"If a company buys another company outright, or accumulates enough shares to take a controlling interest, the deal is described as an acquisition.à ¢Ã¢â€š ¬Ã¢â€ž ¢ For example, if Corporation A buys 51% or more of Corporation B, then Corporation B becomes a subsidiary of Corporation A, and the activity is called an acquisition. A single investor may buy out a publicly-traded company; one calls this going private. Acquisitions occur in exchange for cash, stock, or both. Acquisitions may be friendly or hostile; a friendly acquisition occurs when the board of directors supports the acquisition and a hostile acquisition occurs when it does not. 2.1.2 The Acquisition and Takeover Code in India After the advent of the SEBI, introduced in 1994, there was a concerted attempt at formulation of a comprehensive framework under which acquisition and takeover could be made in existing listed companies. However the takeover code does not apply to unlisted companies and continue to be regulated by the provision of the Company Act. Listed companies are currently governed by the provision of Takeover Code, clause 40A and 40B of the Listing Agreement of the stock exchange and Section 108B and 108D of the Companies Act as regards acquisition and takeovers. Under the provision of Section 108B, corporate under the same management holding whether singly or in aggrete.10% or more of the nominal value of the subscribed equity share capital of the any other company shall, before transferring one or more such shares, give to the central government an intimation of its proposal to do with the prescribed details. Section 108D provides the similar provision wherein the Central Government can act suo moto of any transfer of a block share in a company. All the Sections under 108 are backed by Section 108G. Section 108G Applicability of the provisions of sections 108A to 108F.à ¢Ã¢â€š ¬Ã¢â‚¬ The provisions of sections 108A to 108F (both inclusive) shall apply to the acquisition or transfer of shares or share capital by or to, an individual firm, group, constituent of a group, body corporate or bodies corporate under the same management, who or whichà ¢Ã¢â€š ¬Ã¢â‚¬  (a) is, in case of acquisition of shares or share capital, the owner in relation to a dominant undertaking and there would be, as a result of such acquisition, any increaseà ¢Ã¢â€š ¬Ã¢â‚¬ Ãƒâ€š (i) in the production, supply, distribution or control of any goods that are produced, supplied, distributed or controlled in India or any substantial part thereof by that dominant undertaking, or (ii) in the provision or control of any services that are rendered in India or any substantial part th ereof by that dominant undertaking; or (b) would be, as a result of such acquisition or transfer of shares or share capital, the owner of a dominant undertaking; or (c) is, in case of transfer of shares or share capital, the owner in relation to a dominant undertaking. The SEBI Takeover Code brought in several new features into acquisition law which were not present in Clause 40A and 40B. The basic theme of the code is to provide for fair play and transparency in acquisition and takeover but at the same time to ensure that they are not stifled into extinction. 2.2 Differentiation of Merger and Acquisition In general Mergers and Acquisitions are used interchangeably, but they have a subtle differentiation in there meaning. Weston and Copeland (1992) distinguished merger and acquisition: merger as a transaction between more or less equal partners, while acquisitions are used to denote a transaction where a substantially bigger firm takes over a smaller firm. Their basis of distinguish was the size. But there are other factors apart from size that denotes the differences between merger and acquisition. Asquith Mullins (1986) define mergers and acquisitions on basis of share distribution. When two firms merge, shares of both are surrendered and new shares in name of the new firm will be issued. Unlike in merger, shares of the acquiring firm are not surrendered but traded in the market prior to the acquisition and continue to be traded by the public after the acquisition. The shares of the target firm cease to exist publicly. Motives behind Merger and Acquisition There are three major motives for the mergers and takeovers: Synergy, Agency, Hubris Synergy motive means that the sum total return/value from the integration of two or more companies should be greater than that from the individual company. Elazar Berkovitch (1993) suggests that the takeovers occur because of economic gains that results by merging the resources of the two firms. They even concluded that total gains from MA are always positive and thus can say that synergy appears. The agency motive suggests that takeovers occur because they enhance the acquirer managementà ¢Ã¢â€š ¬Ã¢â€ž ¢s welfare at the expense of acquirer shareholders. Elazar Berkovitch and M. P. Narayanan (1993) suggested three major motives for mergers and acquisitions: synergy, agency and hubris. The synergy motive suggests that the takeovers occur because of economic gains that results by merging the resources of the two firms. The agency motive suggests that takeovers occur because they enhance the acquirer managementà ¢Ã¢â€š ¬Ã¢â€ž ¢s welfare at the expense of acquirer shareholders. The hubris hypothesis suggests that managers make mistakes in evaluating target firms, and engaged in acquisitions even when there is no synergy. Khemani (1991) states that there are multiple reasons, motives, economic forces and institutional factors that can be taken together or in isolation, which influence corporate decisions to engage in MAs. It can be assumed that these reasons and motivations have enhanced corporate profitability as the ultimate, long-term objective. It seems reasonable to assume that, even if this is not always the case, the ultimate concern of corporate managers who make acquisitions, regardless of their motives at the outset, is increasing long-term profit. However, this is affected by so many other factors that it can become very difficult to make isolated statistical measurements of the effect of MAà ¢Ã¢â€š ¬Ã¢â€ž ¢s on profit. The free cash flow theory develo ped by Jensen (1988) provides a good example of intermediate objectives that can lead to greater profitability in the long run. This theory assumes that corporate shareholders do not necessarily share the same objectives as the managers. The conflicts between these differing objectives may well intensify when corporations are profitable enough to generate free cash flow, i.e., profit that cannot be profitably re-invested in the corporations. Under these circumstances, the corporations may decide to make acquisitions in order to use these liquidities. It is therefore higher debt levels that induce managers to take new measures to increase the efficiency of corporate operations. According to Jensen, long-term profit comes from the re-organization and restructuring made necessary by takeovers.

The Stages Of Acute Cutaneous Wound Healing - 1421 Words

The stages of acute cutaneous wound healing and why some processes may be altered in diabetic patients â€Å"The process by which tissue repair takes place is termed wound healing and is comprised of a continuous sequence of inflammation and repair, in which epithelial, endothelial, inflammatory cells, platelets and fibroblasts briefly come together outside their normal domains, interact to restore a semblance of their usual discipline and having done so resume their normal function†. (The Cellular Biology of Wound Healing 2016) Wound healing has 3 distinct stages, an inflammatory response, a proliferation phase and a maturation phase, however wound healing is not a linear process and a patient can move back and forth throughout the stages. After the occurrence of a wound the inflammatory process immediately begins and can last up to 3 days (Wound Healing 2016), the initial injury causes the small vessels around the wound site to be disturbed resulting in bleeding, the body’s first response is a haemodynamic one in that it restricts these vessels in order to prevent blood loss. There then comes a rapid release of preformed inflammatory mediators from the cells surrounding the injury, the first thing this causes is the aggregation of platelets, these platelets adhere to extracellular surface structures which are exposed, such as collagen and basement membranes, this in turn causes serotonin from platelet stores to be stimulated. (Kirk, Phillips and Murray 2001) As well asShow MoreRelatedHuman Wound Healing1131 Words   |  5 PagesChristopher, Conway, Ridling Simpson; 2011). Wound healing is a very complex process. 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Sonnet 116, 130 and 147 by William Shakespeare and ‘Hour’ Free Essays

The sonnet form was developed by an Italian poet Petrarch. Sonnets are 14 lines long, so the words that writers such as Shakespeare and Carol Ann Duffy use in their poetry are selected with care and consideration. As Shakespeare wrote, the structure of a sonnet falls into three parts: the problem, the resolution, and the turn. We will write a custom essay sample on Sonnet 116, 130 and 147 by William Shakespeare and ‘Hour’ or any similar topic only for you Order Now However, the forth writer we’ll be discussing uses a different structure- idea to conclusion. I’ll be discussing: Sonnet 116, 130 and 147 by William Shakespeare and ‘Hour’ by Carol Ann Duffy. These sonnets limit the canvas of a woman’s life by perpetuating archetypes In Shakespeare’s time, many sonnets were based off the work of Petrarch. Petrarch wrote about love and is responsible for many of the clichà ©s that we still hear today. In Sonnet 130, Shakespeare reverses expectations. â€Å"My mistress’ eyes are nothing like the sun†. Problem posed by Shakespeare: myth of the idealised woman Resolution: the first compliment â€Å"I love to hear her speak†, this emphasises that the speaker isn’t in love with the mistress solely for her beauty or appearance, he is in love with her mind and personality too. He is using the sonnet form to tear down the stereotype. Turn: The â€Å"turn† or last two lines of the sonnet are a statement of validity in his assertion that his love has real beauty, unlike the falsity of the ideal. He informs readers that he loves his mistress not because she is a goddess or otherworldly, for she is human and flawed. Sonnet 130 is an example of poetry being able to change assumptions or society and of a stereotype and break free of the frame. Petrarch’s ideal of women is pervasive and undermining, leading to an unfair perception of women which continues today. We are as much victims today of adulating ideals of beauty and appearance at the expense of realism. We are a society which loves the beautiful and insults the ugly. We are as guilty today as they were in Elizabethan times of being seduced by the Petrarchan illusion. The Petrarchan idealisation has forced women into a limit of beauty. Problem: is a marriage successful in physical attraction or attraction of the mind? â€Å"Let me not to the marriage of true minds† suggests that it is the connection of two minds which endures, rather than two bodies. Different from sonnet 130, it doesn’t challenge stereotype but rather reinforces a message that we may already know. (Or does it?) Take note of this line: â€Å"it is an ever-fixed mark,/That looks on tempests and is never shaken;/ It is the star to every wandering bark† The wife will be the â€Å"ever fixed mark† while the man is the â€Å"wandering bark†. This was true of the society that Shakespeare lived- even in his own life. It assumes that the value of a woman and in a good marriage lies in the ability to stay at home while the husband is abroad- adventuring around London in the case of Shakespeare. Strange that this poem that on the surface is about equality in a marriage, has such a strong patriarchal message. Like sonnet 130 there are echoes of the idealised woman â€Å"your hair is like treasure on the ground†, and as in sonnet 116, the relationship is between equals â€Å"we are millionaires†. On the surface, the sonnet is about the feelings that arise when you are with a loved one. However, Duffy often writes about things that linger below the surface. â€Å"Love’s times beggar† suggests that love is someone who works and is paid by the hour. â€Å"We find an hour together, spend it not on flowers/Or wine, but the whole of the summer sky and a grass ditch† place the lovers in the non-traditional setting of a grass ditch, suggesting the woman is lying on her back staring up at the sky. The classical allusion of â€Å"Midas light† and the simile â€Å"like a dropped coin† hint at the nature of this relationship Hour by Carol Ann Duffy ; Clandestine Relationships What is interesting about the sonnet? The archetype of a mistress is reversed. There is no judgement made on her choice of occupation. That this subject is approached with such a level of openness and the lack of judgement reflects on our changing world, in contrast to Elizabethan England where a woman’s value was placed upon her sexual purity. This poem may be framed by the sonnet form it rests in, but it develops a very modern message about the modern woman being set free from stereotypes and judgement. Like works of art, the female subjects of the three earlier sonnets are enhanced by the sonnet form, but also trapped by the stereotypes they promulgate. By being forced into roles, women are forced to be two things, the woman as she is perceived to be, and the real person underneath. This duality can lead to accusations of duplicity but in many cases, it is just the woman struggling to accommodate both perceptions. It is very difficult for a woman to control her identity when there are such different expectations of her. How to cite Sonnet 116, 130 and 147 by William Shakespeare and ‘Hour’, Papers

Twilight Marketing Plan

Question : Describe the Twilight marketing plan, astartup company. Answer : About the business Twilight is a very different business concept and it needs to be developed well so that the organization can be rest assured that the right set of customers are attracted to counsel themselves before they get retirement. In the past, retirement meant that the person will not be able to do anything more but that is not the case anymore but yes, even today, people are not willing to accept the fact that they cannot work at the age of 60. Twilight should put in efforts to understand that retirement doesnt mean that the person cannot do anything but it just means that one cannot be associated with the old job that they have been doing. Professionals will have to hired at Twilight who can help people to understand the way how life will change after retirement and at the same time, the professional should also look for ways by which they can convey to people regarding the productive things that can be undertaken after retirement. The counselor will have to understand the fact that plenty of changes will take place after a person retires so that needs to be considered while they are in business. Few of the problems that the people nearing retirement may come across with are as follows: 1. The monthly income will stop 2. The people in the house may stop respecting them as their monthly earning has stopped. 3. They will be free all day and hence, what can be done all day. It is the responsibility of the counselor to help the person understand that it is a fact that life changes after retirement but thats not a negative sign. The counselor can also help the retirees to understand the various activities that can be undertaken to adjust to the new life (Blassard 2003). Services offered Different services will be offered by Twilight to be people who will get retired soon. This will help the people to live a normal life after the retirement as well. Few of the services that would help the retirees to be happy even after their retirement are as follows: 1. Plain counseling will be done wherein the retiree can talk to counselor regarding the sacredness that they have in their mind. Respect and income will be two things that will be haunting them. In this situation, the counselor will help them to overcome the mental barrier that the customer has built in their mind. The number of counseling sessions will be decided upon the mental state of the people. If the customer is just few months or a month away from retirement then the number of sessions will be more than the sessions that will be offered to people who have more 5-6 years time. 2. The organization will also take efforts to involve the family members so that the family members can support the person who is about to retire. The family members will be involved so that they can also understand the concerns of their family member who is about to retire. After retirement, the support of the family members is a must as this will help them to feel secured rather than that of being worried about whats going to next. 3. Twilight will have tie-ups with organizations with organizations that require consultants for various jobs. If the customer is really stressed about what they are going to do after retirement then these retirees can be placed for the consulting job so that they can be occupied all day. This consulting job will help the retired employee some money 4. Twilight will have tie-ups with health clubs so that the people who are retired can be a part of the health club at a minimum price. This will help the people to be motivated to be a part of the health club. Most of the people in the health club would be above the age of 55 so the retirees can talk and share their thoughts with people whom they know. This will make the retirees feel relaxed and they wont feel lonely also. 5. Twilight will have tie-ups with NGOs so that the retired people can go and spend time with people in the charity organizations. This tie-up will be beneficial to the retirees as well as the charity organization. The retired people can serve the people in the NGO in different forms. This will keep the retired people active and they will also be aware of what needs to be done next (Diekelmann 1978). Market overview analysis The market overview analysis of Twilight will be different than that of the other businesses which are available in market. Few of the things that one needs to understand about the Twilight business so that people can be more than happy to be a part of the business are discussed below. Customer profile Twilight will target all the people who are nearing retirement. Many people will be very scared with whats going to happen after their retirement so those people will be targeted first. People after the age of 55 will be targeted so that they can be counseled and mentally prepared for the retirement which is about to come in few years time. Many people might have retired few years or months ago and those people may be very uncomfortable with the sudden change that took place in their life. This is when Twilight will come for help. It will help people to overcome that mental trauma and will also help them to look for ways by which they can lead a productive life that can help them to lead a peaceful life (Asebedo 2014). Competitor analysis At this point of time, there arent any direct competitors for Twilight but yes, retirement counseling is done by many NGOs. These NGOs help people to lead a regular life even after retirement with the help of positive motivation. Twilight will do something more than just counseling but those NGOs can actually be a competitor to Twilight. Twilight should market all the services that they provide rather than just marketing the counseling which will be done by professionals (Willett 2008). Segmentation, Targeting and Positioning of business Segmentation of Twilight Twilight will have to identify the segment that can be served and this will help the organization to earn the profit that they have planned. Few of the segments that can be targeted by Twilight so that they can generate sufficient revenue are discussed below. People who are in the age group of 55-60 will be targeted so that the organization can counsel them in advance and help them to have a peaceful life after their retirement. These people will have to undergo regular counseling session so that they can be prepared to face their future with the time. Many people are stressed after their retirement so those people can also be helped. Twilight can talk to these people and help them understand that its not too late to start with something good in life. These people should be motivated to come out of the mental trauma and face the world with confidence (Chris 2012). Targeting of Twilight The company should target the right set of people so that they can plan their marketing strategies accordingly. Looking at the various market segments that are available for Twilight, the company would prefer to go ahead with counseling the people who are between the age group of 55-60. Apart from counseling, before their retirement, the company will also help the employees to get an opportunity before they retire. This will make the retirees feel good and confident about themselves (Diekelmann 1978). Positioning of Twilight Twilight will be positioned as an organization that will help the retired people to feel secure. Different people may have different perception about retirement so all the perceptions and problems will be addressed at Twilight. The organization will take care of the customers requirement rather than just empathizing or sympathizing their situation through counseling (Lai 2009). Marketing strategies It is every important for the organization to have appropriate marketing strategies so that they can reach the right set of people in right manner. Few of the ways by which Twilight can reach the right people in a right way are as follows: 1. Television is one of the most effective ways of marketing. Twilight will place their advertisements on television from 9 PM to 10 PM. This is the time when most of the working people will watch television. This will motivate them to enroll themselves for counseling if they are scared of what can be done after retirement. This advertisement will also reach plenty of other people who may think that they have friends who can use this service. 2. Placing banners at regular intervals will be another idea which Twilight can take up. This will help people to notice while they are driving or just walking. This will help more and more people to be aware of a way by which they can keep themselves busy. 3. The company will also distribute pamphlets to the employees through newspaper distribution. This will help people to be aware of the availability of a service that can help them to know who can help them. The pamphlets will also offer discounts to customers so that the customers can feel motivated to at least come and check if the service is really worth (Willett 2008). 4. The company will have tie-ups with corporate so that the corporate company can share the details of the employees who may retire soon. The marketing executives from Twilight will get in touch with them so that they can get to know the benefits that they can get even after retirement. 5. Events will be held by Twilight. The event will be for those people who are willing to lead a normal life even after retirement. Plenty of ideas will be shared with the people who are willing to be a part of the event. This will motivate them to enroll with the organization so that they can reap further benefits. 6. Word of mouth marketing will be one of the best ways by which more and more people will be attracted to be a part of the event. Word of mouth marketing will be possible only when the customers are satisfied. The company will try its level best to satisfy the current customers so that future customers can be attracted (Cutler 2011). 7Ps of marketing Twilight very well understands that they will have to fulfill all the 7Ps so that the company is satisfied with the results that they achieve. The various activities that will help the company to touch all the 7Ps are discussed below. Product Twilight is a service and hence, the company will have to look for ways by which they can attract the customers to use the service. The experience of the service should be such that people are motivated to use the service further rather than that of looking for some other similar service provider. The counseling area of Twilight will be very bright so that the customer can get a positive vibration while they come for counseling. The company will ensure that the customers experience here is so good that they recommend the same to others as well. Price The company will opt for penetration pricing strategy. This is something new and hence, most of the customers may not be even sure if they should use this service or not. Initially, the price of the service will be very low so that the customers are motivated to try the service once rather than that of compromising with the same time. The company will also give discounts if the customer refers another customer or if the customer has become a frequent visitor. Place The company will start with a single office wherein the people can meet up with the counselors and also the other officials. Apart from that, the company will also set up their office in multiple locations so that they can be reachable to more and more people. This will help the business to grow further. Promotion Various promotion strategies will be implemented by Twilight so that the presence of a new business is known to more and more people. Television, radio, banners and newspaper will be few of the sources that will be used extensively for the purpose of marketing. Apart from that, discounts will also motivate people to be a part of the organization (Kinder 2014). People Plenty of people will be included in the business so that the service can be successfully delivered to all the people. Counselors, back-end officials, front-end officials, admin professionals, HR professionals and IT professionals are few of the people who will be associated with the company so that there is no compromise in the quality of service that will be provided by the company to the customers. Process The process at Twilight will start with marketing so that the people who can be potential customers are attracted. These potential will come to Twilight office so that they can enquire about the services that are available and also the benefits that they can get. Few of the customers may be willing to be a part of the organization and hence, they will make the advance payment. These customers will be introduced to the system with the help of counseling. Counseling will help the employees to understand the benefits that one can derive at. Physical evidence Twilight will be providing service and hence, it is very important for the company to look for ways by which they can use a lot of physical evidence. Physical evidence will help the customers to remember the business. The office will serve as physical evidence. Apart from that, the marketers will distribute pamphlets that motivate the potential customer to walk in the office. A lot of signboards will be put so that the potential customers can get to know about the presence of office (Chen 2011). SWOT analysis of business There are various strengths, weaknesses, opportunities and threats associated with this business. It is the responsibility of the management to understand the various factors so that action can be taken accordingly. The various factors associated with business are discussed below. Strengths of Twilight 1. The sales executive associated with Twilight are very strong with regards to the understanding of the product. This will help the business to furnish easily. 2. The office of Twilight is located in an area where lot of corporate are located and hence, it can easily gain the attention of people. 3. This business will hold a good reputation in the market because of the innovative offering that they have. This will help the business to attract customers. Weaknesses of Twilight 1. The company is facing cash flow problems because of the fewer funds that are available in the business. 2.The record keeping of the business is not that great and this may create a problem in the great future. pportunities of Twilight 1. The customers will be loyal to the business as they will not receive similar business in the market anywhere. 2. Customer demand for such product is very high and hence, sustaining in the market is very easy. Threats to Twilight 1. Today there is no competition but in the future, there are possibilities that plenty of similar business will come and hence, it will be difficult for Twilight. 2. If there is a downturn in the economy then people may be confused if they need to pay for the same service and hence, the customers may not be interested (Rhim 2014). Global opportunities for Twilight Twilight is an entirely new concept and hence, it will be loved by people. Twilight can start the business in a developed country but with time and experience, they can grow to other developed and developing nation. The retirement stress is seen among people in different corners of the world and hence, the opportunities for growth are very high for a business like Twilight. Financial measurement of Twilights performance The liquidity and the profitability of the business will be taken into consideration so that the management can get an idea about the financial performance of the company. It is very important for Twilight to maintain the liquidity of .business so that the organization can pay salaries, rent and other cash related expenses. In the absence of liquidity, the flow of funds in the business will be very less and hence, this can create a huge problem in the betterment of the company. Profitability of the company will be measured continuously so that the management can be updated with the revenue that is generated by the company. The gross profit of the company will be tracked along with the expenses so that the management can get an idea about the actual profit that the company is earning. Conclusion Twilight business has the potential to attract the customers as they have come up with the new concept. This service is something that people have been expecting since long. This service will help the people to lead a happy and relaxed life even after retirement. This service is based on the concept that empty mind is the devils workshop. This business will try to keep the retired employees busy so that they can concentrate on their work rather than that of thinking about things that may create stress. 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