Wa Municipal Profile

Wa Municipal Profile CHAPTER THREE COMMUNITY PROFILE OF THE WA MUNICIPALITY Location and Size The Upper West Region is located in the north-western part of Ghana and shares borders with the La Cote D’Ivoire to the north,-west, Burkina Faso to the north, Upper East to the East and the Northern Region to the south. The Wa Municipal Assembly was created out of the then Wa District in 2004 with legislative instrument (L1) 1800 in pursuant of the policy of decentralization started in 1988. The Assembly is empowered as the highest political and administrative body in the Municipality charged with the responsibility of facilitating the implementation of national policies. Under section 10 of the Local Government Act 1993 (Act 426), the Assembly exercises deliberative, legislative and executive functions in the District. By this act, the Assembly is responsible for the overall development of the Municipality. The Wa Municipality is therefore tone of the eleven administrative areas (District Assemblies) that make up the Upper West Region (UWR) of Ghana. The Municipality shares administrative boundaries with Nadowli District to the north, the Wa East District to the east and the Wa west district to the west. The Municipality lies between latitudes 9 º50!N to 10 º20!N and between longitudes 9 º40! W and 10 º15!W. It has an area of approximately 234.74 km2, about 6.4% of the area of Upper West Region. The implication of the location of the municipality for development is, enhancing bilateral trade and commerce with Franco phone countries. The Wa town has the potential to grow and be upgraded into both an industrial and commercial hub for the north-western corridor of Ghana. The Figure 1 (map) below shows the location of the Wa Municipality with some of the peri-urban communities that fall victim of the rapidly urbanizing process in the municipality. Demography The Upper West region is the youngest region in Ghana. In 2010, the population of the region stood at 702,110 with a growth rate of 1.9% per annum. According to the 2010 population and Housing census, the Wa Municipality has a total population of 107,214. Currently, the total population of the municipality stands at 127,284 (male: 61,826/female: 65,458) with an urbanized population of 71,051 (GSS, 2012) representing 66.3% compared to the national urbanized share of 50.9% and the regional urbanized share of 16.3%. This also implies the Wa Municipality alone accounts for a 62% share of the region’s urbanized population in the year 2010. The Municipality is also reported as having an urban population growth rate of 4% as compared to the national urban growth rate of 3.4% (Wa Municipal, 2012; GSS, 2005; GSS, 2012). The population structure of the Wa municipality revealed a preponderance of the youth over the aged and females (51%) over males (49%). The youth form 49% of the total population with a potential working population of 47% and 4% aged. This means a high dependency ratio since the economically active population is 47% compared to dependent population of 53%. The population density is 542 persons per square kilometers with its associated development implication in the areas of housing, education and health facilities, environmental sanitation, water supply, pressure on land and socio-economic infrastructure due to the rapidly urbanising township. This raises the issue of population management, specifically, housing, land use planning, streetism, conflict management, to secure the future of the municipality. The gender implication of the above includes programming for women, mother and children to provide for peculiar health, educational and economic needs and strengthening institutions for effective governance and protection of the vulnerable and excluded and also ensure human rights especially for women. A second implication is that the youthfulness of the population requires the provision of social infrastructure especially schools, crà ¨ches, day nursery, primary and junior secondary schools, healthcare services especially family planning, adolescent and reproductive health services. Thirdly, there is the need for skills development programmes that will provide the youth with employable skills to address current and future unemployment problems. These implications are linked to population management issues such as enhancing effective resource mobilization, human, financial and material resources for the provision of basic socio economic infrastructure and services in the educational and health sectors. There is also the need for capacity building and institutional strengthening for the staff of the municipal assembly and other sector departments and the need to embark upon vigorous population management programmes and employment creation for the youth. The existence of educational facilities universities, Polytechnics, long distance learning centers, vocational and technical institutions, availability of electricity, water, banking, telecommunication and transportation facilities employment opportunities and availability of agricultural fertile lands in the Wa town are responsible for the current rural exodus of populations into the city centre leading to the expansion of the urban centre towards the peri-urban communities in response to the influx of populations and developments. Relief, Drainage and Topography The Municipality lies in the Savannah high plains, which generally, is gently undulating with an average height between 160m and 300m above sea level. The gentle rolling nature of the landscape implies that the topography is no barrier to agriculture and other physical development. The low lying areas are found in the following localities; Charia, Zingu, Kperisi to the North and Piisi, Dapouha, Boli, Sing, Biihe and Busa to the South. These manifest in the form of valleys that collect and retain water during the rainy season and are therefore suitable for rice cultivation and livestock rearing. These low lying areas have further given rise to two main drainage systems, the Sing-Bakpong and its tributaries to the South and Billi and its tributaries to the North. The streams are seasonal and thus dry up during the long dry season thereby reducing available of water for agriculture, domestic, industrial and constructional uses. This implies the provision of dams, dugouts and rainwater h arvesting in order to provide adequate water to meet the domestic and agricultural needs of the increasing population in the area. Weather The climate of the Wa Municipality is characterized by long, windy and hot dry season followed by the short and stormy wet season. The dry season occurs between November and April. The north eastern trade winds from the Sahara desert precipitates the cold harmattan winds between November and February which brings with it coughs, cold and other respiratory diseases and also skin diseases. The hot season records high temperatures with a peak of between 400C and 450C in March and April causing dehydration and incidence of cerebral meningitis. The effect of climate change is becoming more manifest of late due to human activities in terms of bush burning, felling of trees, poor farming practices and infrastructural activities. The wet season lasts between April and October. The annual mean rainfall volume of between 840 mm and 1400 mm is sparsely and poorly distributed over the months. The rainfall pattern is erratic and punctuated by spells of long droughts and heavy downpours and floods . This affects humidity levels, soil moisture levels, crop growth and general agricultural productivity. Land use Notwithstanding the fact that the municipality is the commercial hub of the upper west region, agriculture remains main the economic activity. It remains the largest single contributor to the local economy and employs about 70% of the active population. The main staple crops grown are millet, sorghum, maize, rice, cowpea and groundnuts cultivated on subsistence basis. However, soybeans, groundnuts, Bambara beans are produced as cash crops. Economic trees within the municipality are sheanuts, dawadawa, mango, baobab and teak. The vegetation cover of the area is guinea savanna woodland, which is made up of grasses and tree species such as Butylosternum Paradoxum (Shea tree), Parkia biglolosa (Dawadawa), Adansonia Digitata (baobab), Anarcadium occidentale (cashew), Acacia, Ebony, Neem and Mango among others. There is a marked change in the plant life of this vegetation zone during different seasons of the year. The vegetation in this area is thus open and dominated by short grasses. In the wet season, the area looks green and in the dry season, the grass dries and most of the trees shed their leaves and prone to bush fires. Human activities such as firewood harvesting, charcoal burning, farming, quarrying, construction etc. are all combined to modify the natural environment. The Municipality lies in the Savanna high plains, which generally, is undulating with an average height between 160 and 300 m above sea level and has two main drainage systems, Sing-Bakpong and its tributaries to the South and Billi and its tributaries to the North. The streams dry up during the long dry season thereby reducing available water for agriculture, domestic, industrial and construction users. Apart from the Wa central-the capital of the municipality, there are eight peri-urban towns within the municipality. However, the study would focus on the four fast urbanizing communities (Busa, Kpongo, Charia/Loho and Kperisi) located almost equidistance from the municipality. Economy of the Wa Municipality The structure of the economy of the municipality has not changed since 2009. It is still dominated by agriculture (about 70%), followed by commerce (about 9%) and industry (about 3%). Other key sectors of the economy are transport, tourism, communication and energy. Peoples’ sources of income for livelihood depend on the economic activities they undertake, the level of diversity and the technology or know-how used. Comparatively, the diversity of the economy of the municipality is very limited and dominated by agriculture, which is equally not diversified. Wa municipal falls within the Savannah Zone where poverty has been above the national average. Currently, nine (9) out of every ten is said to be poor. Average households incomes are very low and bread winners few. An analysis of household’s expenditure shows that about 80% of their income is spent on food and 20% on rent, education, health, utility charges and funerals. The high level of poverty is attributed to unde rdeveloped social overhead capital. Social overhead capital, which supplies services (power, transport, storage, communication, education) that are indispensable to modern industry are under developed. The under development of this capital base is a constraint or bottleneck to economic growth and development in the Municipality. Agriculture The agriculture sector provides more than 60% of the municipal population sources of jobs, livelihood and business. It is a sector crucial to the local economy, because it is currently the major provider of jobs. Despite its strategic role in fighting poverty, it is under modernized. Traditional technologies still dominates agriculture production, processing, storage and marketing. Programs are therefore required to enhance development of sustainable agriculture production systems e.g. irrigation systems, enhanced farmer education and training, enhanced technology transfer in agriculture production, storage and enhance corporate development for marketing. Agro-Industry is an immense potential waiting development. The investment potentials are many and varied. Cereals flour: processing from Staple food crops like maize, millet and sorghum. About 5,581, 7,113and 5,180 MT of maize, millet and sorghum respectively are produced annually. About 70-80% of the production is processed at grinding mills where the possibility of food contamination is very high. Pito Brewing: A local beverage (Pito) produced from sorghum (Guinea Corn) which enjoys a lot patronage in the municipality and the region faces the challenges of maintaining the quality/standards beyond a day, meeting preferred taste and alcohol level of consumers, packaging and traditional brewing process. Yet it is one of the major sources of livelihoods and income for women. Modernizing pito brewing has a potential of not only augmenting sorghum production but improving women income level. Processing/Packaging: of dairy and meat products (cheese, yoghurt, sausages) for households, catering and hospitality industries: Cattle herds are about 6,696 while small ruminants’ population is about 8,457. Livestock production is still basically open range, while a growing hospitality and catering industry lack the necessary meat product. Edible oil extraction: Shea butter, Groundnut and Cotton seed oil are extracted using traditional methods. About 6,696, 5,154, and 5,303 MT of sheanuts, groundnuts and cotton seed respectively are produced annually in the Municipality. Fruit juice/jam extraction: Yet another emerging business area with great growth potential is fruit juice extraction. Fruits of significant economic importance in the municipality include mango, cashew, shea, â€Å"zumbringa†. Tourism Tourism is one of the fast growing sectors in the Municipality of Wa and awaits a lot of investment. Apart from unique attractions (ranging from natural resources, culture and entertainment), a relative good basic infrastructure, transport and hospitality base promise the municipality a unique tourist destination. These potentials notwithstanding, lodging, food and beverages facilities, and support services are inadequate and substandard. Some of the notable tourists’ attractions include; the Wa-Naa Palace (a symbol of authority of one of the three epical authorities of traditional Wa), a flat roofed magnificent traditional building with rumble stripped walls; the Dzendzen Pool, George E. Ferguson Tomb (the first agent of the Governor of the Gold Coast Colony to reach Wa, May 4th 1894), Western Sudanese style built mosques e.g. the Centenarian Mosque at Nakori, Chegli crocodile pond, indigenous traditions, buildings and culture, dance and music. Transport The transport system in the Municipality is made up of road and very limited air transport. The road network is about 385km comprising 256km latitude roads and 129km, surfaced roads (trunk tarred roads). The Municipality has four (4) trunk road links to Kumasi and Tamale, Dorimon/Burkina Faso, Lawra-Hamile and Tumu/Leo. This is a strong advantage for enhanced trade and tourism. However, the conditions of these are bad and inhibit transport services between Wa and these locations. The absence of a by-pass road for traffic on direct route to neighbouring Burkina Faso, undeveloped arterial roads, poor drainage network, inadequate/substandard travelers and cargo lorry parks, limited pedestrian cross walks, absence of bus stop pavements do retard the progress of the transport sector. Wa Municipality has over 300 commercial/ private vehicles population and experience over 200 Vehicles passage day the services providers are dominantly private operators: GPRTU, Metro Mass transport, STC, OA, DKM, Diamond Winners, EMEKPA and Private alliance transport. Another most predominate means of transport is the use of motorcycle. This lessens traffic situations but however causes accidents in the town. It is incumbent that for the Municipality to tap the full benefits of all sectors, transportation requires a serious development intervention. Housing /Real Estate development As a regional capital the municipality performs political, administrative and commercial services which demand appropriate housing for households, offices/institutions and business. However, compound housing which usual accommodate six to12 households with poor municipal services still dominates the housing sector in the municipality. The housing challenge is aggravated by a floating students’ population which lack accommodation on campuses. Commercial Hub of the Region The Wa Municipality is currently the regional commercial/service centre with average trading/office facilities (infrastructure). It has over 800 SME in tourism, agro business/ processing, Commerce, metal fabrication, construction, banking Finance. The presence of some market facilities (shops), do attract people from all corners of the region to trade in the municipality. A few Modern shopping facilities are also present to ease the congested shopping situation in the municipality. The relatively large number of SMEs opens up opportunities for Partnerships/Joint Ventures The industries in the Municipality are small scale and are categorized into Agro processing, wood, Textile, metal glass, leather hide, clay/sand/stone, art craft. There is a high level of agro-based industries in the Municipality. To finance these industries there are about 15 financial institutions (Banking and Non-banking) in the Municipality. This place the municipality in a better position to assist small and medium scale businesses to grow. Light Industrial Area The Local Authority, Wa Municipal Assembly, has acquired 20 acres of land for light industries. Utilities like electricity and water have been provided. This creates an impetus for a total transformation of the economy. The Municipal Assembly is seeking potential investors to do business with. Beside the Municipal Assembly is ready to front/assist any potential investor to access land for any investment in the municipality. Banking and Financial Institutions The municipality can boost of over 15 banking/non-banking institutions; ADB, SGSSB, Barclays, Stanbic, APEX Bank, GCB, NIB , 1st National bank, Lawra Area Rural Bank and Sonzelle Rural Bank. There also exist Five (5) non-banking financial institutions. There are Two Credit Unions Ghana Financial Services, Comforter, DKM, Line Paradise and Sinapi Aba. They provide the necessary financial services. Infrastructure Infrastructure comprises water systems, communication networks, electricity (power), health care facilities, roads, streets security system among others. The available infrastructure in the Municipality is averagely adequate to promote the growth of other sectors in the region. There is the availability of water systems, communication networks, electricity (power), health care facilities, roads, streets security system that will facilitate development in the municipality. Key Interest Areas to do Business in the Wa Municipality Expanding production and value addition in agriculture, industry, tourism and transport Enhancing institutional competitiveness Effective and efficient and communication system Engaging diversified forms of partnerships Developing and retaining the necessary human capital for hiring and self-employment Facilitating access to financial and non-financial support service

My Personal Faith Essay

My personal faith and beliefs contribute to every aspect of my life. I come from a Christian family and a congregation of baptized believers in the Lord Jesus Christ. My parents have always given me unconditional love and dedication, while teaching me healthy boundaries pertaining to life. Such as always putting the Lord first, being more concerned about the pain of consequences for irresponsibility, the rights and wrongs of my behavior, and what pain any of my actions may cause for others and God. My faith has enabled me to handle life challenges from my past and present. Some of these challenges have been series of events that I could hardly believe were happening, while others came with great joy. At five years old, my younger brother, Chandler, died unexpectedly. This was a tough challenge for my whole family to face. This challenge could have easily torn my family apart but together, as a team with God, we worked hard at picking up the pieces and moving forward even when there were days that seemed to be impossible. In the fifth grade, I was diagnosed with a common learning disability known as Attention Deficit Disorder. I am faced with this challenge on a daily basis. I have learned to cope with this disorder over the years by making prayer and patience priorities in helping me conquer this challenge. This challenge was especially difficult during my SAT and ACT tests. Certain scores on these tests were required to get into college and play NCAA football. The stress and pressure of taking these tests felt unbearable at times. While studying and before and during each test, I would remind myself that, through God, all things are possible. With God by my side, I was able to achieve the scores needed to reach my college and athletic goals. Varsity football has had an enormous impact on me during high school because it taught me how dedication and determination would help me succeed in academics as well as in extracurricular activities. Being part of a team helped me develop leadership skills within myself. Each time I step on the field, I put forth an effort to play my best. For me, each game started with a prayer that God would help me make good decisions and keep me and my team safe, win or lose. I earned many Regional and State awards for my achievements in football. All District First Team Defense 2011 and All Region Second Team Defense 2011 were two of my greatest achievements. Again, through God, all things are possible. Strong faith, good character and determination to succeed and live â€Å"a life that matters† can help anyone overcome any challenging situation that they are faced with in their lifetime. They also produce hope within oneself and set the foundation for an integral person to build on their morals and values. I plan to influence others to live â€Å"a life that matters† by staying true to my faith and hope within myself and allowing patience and perseverance to always be a strong characteristic of my character. I am going into the nursing program at Shepherd University in the fall. I plan to further my education into physical therapy. After my education is finished and I enter the working world, I want my greatest accomplishments to be encountering someone daily that I can portray my faith and integrity to that will make a difference in both our lives. I want to be able to reflect back on myself as a person who lived my entire life as one that mattered regardless of what stage of life or challenge that I am faced with at that time. As Christians, we are called and obligated to serve God with our time, talents, and material possessions but we must also recognize these areas as being entrusted to us to be used for the glory of God and helping others. God wants us to seek to bring others under the sway of righteousness, truth, and brotherly love.

Biography of President Ronald Wilson Reagan - 948 Words

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When Reagan graduated from college his family was in the Great Depression, and Jack and Neil, Reagan’s brother, were both out of work. The Reagan family was living off of the money made from Nelle’s sewing, so Reagan started searching for a job. He was hired as a radio announcer for the WHO radio station broadcasting college football and Chicago Cub’s Baseball. Instead of watching the games he was announcing, he would receive the information by telegraph from reporter who was at the game. One time in theShow MoreRelatedRonald Reagan Essay894 Words   |  4 Pages Ronald Reagan was a very popular person before, during, and after his time of presidency. He went from a mere radio announcer, to the head of the United States of America. Ronald had defeated most of the world’s problems with Communism, improved the economy, and handled terrorist threats like a pro. Ronald quickly took America’s heart with his honorable deeds and doings. He was very famous by the time he became deceased. 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Theory Of Counseling And The Therapy Process - 997 Words

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What Accounting And Finance Is And Why It Has An Important...

INTRODUCTION This report focuses primarily on the understanding of what Accounting and Finance is and why it has, and will continue to be, an important aspect of any business - further exploring its subsequent relevance in guiding those who work in these areas. WHAT IS ACCOUNTING? Accounting, a practice which goes back many millennia, arises from the concept which Britton and Waterston (2005, p. 03) believe came about when managers (known then as stewards) had to â€Å"account for their stewardship of the owners’ money†. Fundamentally, this idea brought forward by Britton and Waterston, is possibly a leading factor when trying to understand what accounting is which is defined by the Institute of Chartered Accountants in England and Wales†¦show more content†¦While this may be the case, the final aim of preparing all these documents is to assist people by communicating to them information on which they will subsequently make a decision on. WHAT IS FINANCE? Finance, similarly to accounting, assists people with their decision making. The difference being that finance focuses mostly on the way a business entity raises and invests funds. According to an extract from the University of North Carolina Wilmington titled, â€Å"What is Finance?†, â€Å"finance incorporates the study of money and other assets, the management of those assets and being able to profile and manage project risks†. In this way, it is clear to see how accounting and finance are linked because without accounting information, none of the above incorporations would be possible. Finance can be divided into three categories: public, personal and corporate finance. ïÆ'Ëœ Public finance is the study of the role of the government in the economy and how resources are allocated (Atkinson and Stiglitz. 1980) ïÆ'Ëœ Corporate finance is the area of finance which dealt with the way a business sourced funds and used them to increase the overall value of the business. ïÆ'Ëœ Personal finance is simply the finance that an individual deals with taking into considerations risks and future events. TYPES OF ACCOUNTING There are various types of Accounting which serve different purposes but are of equal significance when it comes to the well-being and

Greek Mythology Free Essays

Greek mythology in western art and literature With the rediscovery of classical antiquity in Renaissance, the poetry of Ovid became a major influence on the imagination of poets and artists and remained a fundamental influence on the diffusion and perception of Greek mythology through subsequent centuries. [2] From the early years of Renaissance, artists portrayed subjects from Greek mythology alongside more conventional Christian themes.Among the best-known subjects of Italian artists are Botticelli’s Birth of Venus and Pallas and the Centaur, the Ledas of Leonardo da Vinci and Michelangelo, and Raphael’s Galatea. We will write a custom essay sample on Greek Mythology or any similar topic only for you Order Now 2] Through the medium of Latin and the works of Ovid, Greek myth influenced medieval and Renaissance poets such as Petrarch, Boccaccio and Dante in Italy. [1] In northern Europe, Greek mythology never took the same hold of the visual arts, but its effect was very obvious on literature. Both Latin and Greek classical texts were translated, so that stories of mythology became available. In England, Chaucer, the Elizabethans and John Milton were among those influenced by Greek myths; nearly all the major English poets from Shakespeare to Robert Bridges turned for inspiration to Greek mythology.Jean Racine in France and Goethe in Germany revived Greek drama. [2] Racine reworked the ancient myths — including those of Phaidra, Andromache, Oedipus and Iphigeneia — to new purpose. [3] The 18th century saw the philosophical revolution of the Enlightenment spread throughout Europe and accompanied by a certain reaction against Greek myth; there was a tendency to insist on the scientific and philosophical achievements of Greece and Rome.The myths, however, continued to provide an important source of raw material for dramatists, including those who wrote the libretti for Handel’s operas Admeto and Semele, Mozart’s Idomeneo and Gluck’s Iphigenie en Aulide. [3] By the end of the century, Romanticism initiated a surge of enthusiam for all things Greek, including Greek mythology. In Britain, it was a great period for new translations of Greek tragedies and Homer, and these in turn inspired contemporary poets, such as Keats, Byron and Shelley. 4] The Hellenism of Queen’s Victoria poet laureate, Alfred Lord Te nnyson, was such that even his portraits of the quintessentially English court of King Arthrur are suffused with echoes of the Homeric epics.The visual arts kept pace, stimulated by the purchase of the Parthenon marbles in 1816; many of the â€Å"Greek† paintings of Lord Leighton and Lawrence Alma-Tadema were seriously accepted as part of the transmission of the Hellenic ideal. [5] The German composer of the 18th century Christoph Gluck was also influenced by Greek mythology. 1] American authors of the 19th century, such as Thomas Bulfinch and Nathaniel Hawthorne, believed that myths should provide pleasure, and held that the study of the classical myths was essential to the understanding of English and Americal literature. [6] According to Bulfinch, â€Å"the so-called divinities of Olympus have not a single worshipper among living men; they belong now not to the department of theology, but to those of literature and taste†. [7] In more recent times, classical themes have been reinterpreted by such major dramatists as Jean Anouilh, Jean Cocteau, and Jean Giraudoux in France, Eugene O’Neill in America, and T.S. Eliot in England and by great novelists such as the Irish James Joyce and the French Andre Gide. Richard Strauss, Jacques Offenbach and many others have set Greek mythological themes to music. [1]References 1. ^ a b c d â€Å"Greek Mythology†. Encyclopaedia Britannica. 2002. 2. ^ a b c â€Å"Greek mythology†. Encyclopaedia Britannica. 2002. * L. Burn, Greek Myths, 75 3. ^ a b l. Burn, Greek Myths, 75 4. ^ l. Burn, Greek Myths, 75-76 5. ^ l. Burn, Greek Myths, 76 6. ^ Klatt-Brazouski, Ancient Greek and Roman Mythology, 4 7. ^ T. Bulfinch, Bulfinch’s Greek and Roman Mythology, 1 How to cite Greek Mythology, Papers

Marketing Research on Tesco Plc-Free-Samples-Myassignmenthelp.com

Question: Discuss about the Market Conditions, Key Competitors, Customer Segments and Demand Conditions of Tesco Plc. Answer: Introduction In the modern era, evaluation of business environment has become essential for the growth and success of the organization. Nowadays, intense competition has resulted in creating various obstacles for businesses in terms of achieving higher sales and profits(Aaker McLoughlin, 2009). Furthermore, organizations are required to think big and innovative to a gain competitive advantage over the other companies operating in the industry. The present research report is based on Tesco Plc which is UK based international supermarket retailer. The study highlights market conditions, key competitors, customer segments and demand conditions of Tesco Plc. Apart from this; a detailed description of the brands products, services, and business model is also mentioned in this report. Context and background It can be stated that over the past few years, the supermarket retail industry of UK has grown well and it has also provided companies with potential opportunity to attain a higher volume of sales and profitability (Thompson Martin, 2010). However, it can be critically argued that the industry is dominated by few supermarket retailers and for other businesses it has become very complicated to sustain the market. Tesco, Asda, Sainsbury are considered as the king of UKs retail supermarket industry. The industry has become more like an oligopoly market wherein few sellers are dominating the entire market. Other than this, the government of UK has developed strict rules, regulations, competition policy and it is required by the retailers to follow the same in the best possible manner. In terms of market condition, it can be asserted that at present, the market is highly competitive and at the same time the demand of products and services is increasing. In the last few years, the market player such as Asda and Tesco has started facing very tough competition from retailers such as Aldi and Lidl. The customer segment which has been targeted by companies such as Sainsbury, Tesco, and Asda generally includes people which belong to middle and higher income group. In addition to this, internet savvy and married individuals are also targeted by businesses in retail supermarket industry of UK(Frow, Nenonen, Payne, Storbacka, 2015). The demand of products and services delivered by the industry is increasing day by day and it has provided adequate growth opportunities to all market players. At present, the demand within industry is more than what the experts were expecting. The key competitor of Tesco includes Asda, Sainsbury, Lidl and Aldi. Further, brands such as Asda is making use of multiple communication channels to stay connected with all its customers. Such practices contribute in success of brand as the company is always aware of changing customer need and demand. Innovative marketing campaigns can be termed as the biggest strength of Asda. On the other hand, competitor such as Sainsbury focuses on offering wide range of services and products at low price and this strategy has supported in attracting customers. Experienced leadership team and highly skilled staff members can be termed as the major strength of Sainsbury(Hubbard, Rice, Galvin, 2014). Other competitor of Tesco includes brands such as Aldi and Lidl which are German based discounted retailers. These competitors have adopted discounted pricing strategy to attract customers and accomplish their business objectives. Tesco was founded in the year 1919 by Jack Cohen and during the initial stage, Jack Cohen used to sell the surplus of grocery from a store. In the year 1924, Mr. Cohen purchased tea shipment, and this was the time when Tesco came into limelight. After, five years, the first store of Tesco was opened in Burnt Oak, North London. It can be stated that it was the period of 1960s when the retail supermarket industry of UK witnessed rapid growth and Tesco became the largest supermarket retailer in the entire Europe. After this period, the brand has witnessed constant growth, and in 1974, it diversified its range of products, services and opened its petrol station in the country(Clark Chan, 2014). In 2008, the brand acquired its rivals such as Somerfield store and this was done to ensure the effective presence of Tesco all across the nation. However, it was the year 2013, when the selected business enterprise witnessed the first drop in the volume of sales and profits since its establishme nt. Description of the business It can be stated that in order to deal with intense competition in the retail industry, Tesco Plc. has developed and implemented various strategies. The brand relies heavily on its market activities to attract new customers and retain the old ones. The evaluation of strategy can be carried out by using models such as SWOT, PEST and ratio analysis. Tescos SWOT analysis STRENGTH The biggest strength of Tesco can be termed as its strong presence in market such as Europe, Asia, America and North Africa Effective operations because of products which are sourced locally The club card offered by Tesco is another major strength of the brand WEAKNESS Over the past few years, the brands financial performance is poor Negative media coverage and publicity has affected the brand image of Tesco Strong dependency on European and UK market OPPORTUNITY Tesco has a potential opportunity to form strategic alliance with other brands in the market Entering new and developing markets is another opportunity present in front of Tesco Plc. The brand also has potential opportunity to increase its sales and profits by focusing on private label brands THREATS Increasing cost of raw material has affected the sales and profits of the brand Intense competition is another threat which has created obstacles in growth and success of the brand. Currency fluctuation is another threat present in front of Tesco Plc. Tescos PEST analysis Political factors The performance and business operations of Tesco have been affected by political environment existing in a nation(Jenkins Williamson, 2015). The sales and revenues are directly affected by Taxes such as fat tax which has been implemented by the government of UK. Economical factors The economic factors affect areas such as cost of operations, demand in economy and price of products and service. It can be stated that unemployment has affected the demand of Tescos services and products to a great extent. On the other hand, the economic stability in the past has supported the brand to carry out smooth flow of all its operations, activities and attain desire profits Social factors The business operations of Tesco are also affected by changing demand and need of people in the market. Furthermore, the brand is also required to invest a large amount of resources in conducting market research to identify changing customer demand. Nowadays customers are also becoming conscious about their health and well being and this has affected business practices of the brand(Keller, Parameswaran, Jacob, 2011). Technological factors Technology has supported Tesco Plc. in carrying out the smooth flow of all its business operations and activities. It can be expressed that through technological advancements, the brand is able to deliver better and satisfactory services, products to all its customers. However, it can be critically argued that upgrading technology at regular intervals affect the overall profitability of the brand. Ratio analysis Ratio 2016 2015 Gross margin 5.27 (3.87) Operating Margin 1.99 (10.10) Asset turnover 1.24 1.32 Above shown is the ratio analysis of Tesco where the gross margin of business has increased in the year 2016 as compared with 2015. It is indicating that revenue of Tesco is rising at faster pace and company is financially strong. Operating margin of Tesco has also increased which indicates that companys pricing along with operational strategies are effective(Woods, 2007). Apart from this, asset turnover ratio of business has declined which indicates the efficiency of the organization to utilize its assets has declined in the year 2016 as compared with 2015. Description of the business Tesco offers a wide range of products to its target market with the motive to satisfy need of its target market in an efficient manner. Further, all the products and services rendered are efficient enough to satisfy need and requirement of the target market. The key products involve groceries, consumer goods, financial services, telecom and other type of goods. Commodities are offered with the help of company operated stores which provides base to the business in serving its target market in an efficient manner. Further, it is well-known fact that Tesco operates in the market where level of competition is quite and this has acted as a major challenge for the business(Keller, Parameswaran, Jacob, 2011). In the grocery area key players are Sainsbury, Asda etc where all these firms are offering same type of products in the market. Apart from this, products of Tesco are differentiated where some sort of unique features are present in the products which influences purchase behavior of target market. Grocery products of Tesco involve the entire range of commodities which consumers prefer to purchase. Apart from this, company also renders financial services which takes into consideration loan, mortgage, credit cards and different type of insurance(Peppard Ward, 2016). Tesco operates different type of mobile phone businesses in the market of Ireland, United Kingdom, Hungary etc. The grocery business of Tesco is most profitable and well known in the market. Above shown is the Business model of Tescos online groceries (Warren, 2008). This business model focuses on providing convenience to the customers and attracts them towards the range of products offered. Company offer products with the help of online medium also as nowadays due to busy schedule it is not possible for them to approach physical stores. So, this is also one of the strategies employed by Tesco for attracting customers in the market. The business model of Tesco stands of three significant pillars which involve customers, products, and channels. The main priority is customers where firstly actual need of the target market is identified to deliver a best possible experience. The second important element is the channel where best approach is undertaken for providing products to target market such as mode of an online and physical store (Rosenbaum-Elliott, Percy, Pervan, 2015). Last key element is the product where a team works with suppliers with the motive to deliver the best product to the target market. Apart from this, the entire business model of Tesco is flexible where the company brings best possible changes in its model to serve customers in the better manner. In every type of market technological advancement is taking place at the faster pace and due to this reason, Tesco has adopted online tools for serving customers. It has allowed the company to sustain in the market for the longer period and has acted as an instrument of development also (Van Weele, 2009). In short, it has been identified that Tesco business model is innovative which encourages business to indulge into new activities and brings favorable results for the company. Moreover, it is efficient enough to deal with the market challenges such as competition, legal, political and technological barriers. Summary of the key points To operate efficiently, in the long run, it is necessary for Tesco to modify its business model as per the changing market conditions. Further, one of the most important aspects of business model is the customer who is an integral element (Varley, 2014). The entire model has been developed by target market, and different modes are undertaken for serving them such as online, physical store, etc. Apart from this, with the changing need and requirement of the target market, this model needs to be developed as it can ensure business success in near future also. Conclusion The entire study carried out has supported in understanding about the strategies employed by the business for sustaining in the market. Further, porter five forces, swot, and ratio analysis are representing that business is operating efficiently. Apart from this, the business model has identified the key elements or pillars on which business operates, and it involves customers, channels, and products. References Books and Journals Aaker, D. A., McLoughlin, D. (2009). Strategic market management: global perspectives. New Jersey: John Wiley Sons. Clark, T., Chan, P. S. (2014, October 4). A history of Tesco: The rise of Britain's biggest supermarket. Retrieved August Saturday, 2017, from The Telegrah: https://www.telegraph.co.uk/finance/markets/2788089/A-history-of-Tesco-The-rise-of-Britains-biggest-supermarket.html Frow, P., Nenonen, S., Payne, A., Storbacka, K. (2015). Managing co?creation design: A strategic approach to innovation. British Journal of Management , 463-483. Hubbard, G., Rice, J., Galvin, P. (2014). Strategic management. Australia: Pearson Australia. Jenkins, W., Williamson, D. (2015). Strategic management and business analysis. Thames: Routledge. Keller, K. L., Parameswaran, M. G., Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. New Delhi: Pearson Education India. Peppard, J., Ward, J. (2016). The strategic management of information systems: Building a digital strategy. New Jersey: John Wiley Sons. Rosenbaum-Elliott, R., Percy, L., Pervan, S. (2015). Strategic brand management. England: Oxford University Press, USA. Thompson, J. L., Martin, F. (2010). Strategic management: Awareness change. Massachusetts: Cengage Learning EMEA. Van Weele, A. J. (2009). Purchasing and supply chain management: Analysis, strategy, planning and practice. Massachusetts: Cengage Learning EMEA. Varley, R. (2014). Retail product management: buying and merchandising. Thames: Routledge. Warren, K. (2008). Strategic management dynamics. New Jersey: John Wiley Sons. Woods, M. (2007). Linking risk management to strategic controls: a case study of Tesco plc. International Journal of Risk Assessment and Management , 1074-1088.