Ontela Picdeck Harvard Case Essay

Ontela designed a revolutionary product which allows wireless subscribers to seamlessly transfer data from the consumer’s wireless phone and send it to an email inbox, PC, or website. This allows consumers to use their wireless device more frequently, which generates more revenue for the industry in mobile phone services. Joe Levy, Ontela’s director of carrier marketing, assisted with PicDeck’s segmentation in determining the appropriate target audience. Below you will find an analysis on PicDeck’s choices regarding customer segmentation and evaluation on their data; supporting that research proves their target audience are primarily middle-aged married women and men. SWOT Analysis Issues Short-term †¢Best way to determine the right target audience †¢Making PicDeck more conceptually-friendly so consumers can better understand it user-friendly functions Long-term †¢How could Ontela balance the needs of the subscribers with the carrier’s goals of decreasing churn and increasing ARPU? †¢What is the next big idea to keep company ahead of the game (please help rephrase) Problem Statement: For future growth, the industry will need to continue being creative and innovative in seeking out added services such as data and wireless Internet use to increase yearly revenue; how can Ontela and their counterparts target the right consumers which will utilize both without compromising ARPU? Case Response: Section A 1. Based on the three customer personas, which customer segment should Ontela target? a.Ontela’s objective was to increase the use of wireless carrier service and increase average revenue per user (ARPU). In order to do this the organization conducted a segmentation research to select the right Personas, which will determine how to allocate their resources and time for consumers who use their cell phones and cameras the most. Based on this criteria Sarah, the parent should be considered as the primary target. It is important to consider that women control or influence the purchase of 80% of all consumer goods, including such items as stock for investments, personal computers, and others (2011, Boone). This will automatically include Regina, the teen into the equation, which will automatically boost both revenue and data usage. According with some cell phones statistics from the Defakto Company: †¢55% of mobile social networks usage that is female. †¢42% more likely working moms are than average cellular users to download content to their cell phones †¢42% of women post photos on Facebook (2010, Vermon) Therefore, for this specific scenario, the target should be a female from age 15 to 45 years old, which are the ages for the generations that have lived through the technological changes. In order to narrow more of the target audience, a psychographic segmentation will be necessary. The organization would need to know the typical values and lifestyle of the women who use cell phones cameras, for this purpose we can use tools as VAL which classify consumer by psychological characteristics. 2. Create a positioning statement for your chosen persona and identify the key themes that should be emphasized in the messaging for the PicDeck service to this segment. a.Positioning statement for PicDeck: For the wireless subscribers who want to transfer picture to their computers, email inbox, and mobile devices, the PicDeck provides the most effective way to download and manage pictures. Unlike the currently complex and limited methods we have today, the PicDeck allows the transfer of pictures to any pre-designated destination without the need to press any extra buttons. 3. What are the risks of using qualitative personas to select target customer segments? a.The customer personas and the goal of the organization should be aligned with one another to ensure the company’s cohesiveness and allow them to determine their target customer. The use of personas is useful in marketing to understand the customer behavior, so the personas should represent attributes of the target audience that we want to reach. In using qualitative personas we are assuming that the people represented have similar expectations and goals, and we are not considering important issues as culture and race; and that’s when it becomes risky for the business. This can cause the company to lose revenue because a product of this caliber is universal and therefore the company has no need lock themselves to a certain type of customer when all types of customers can utilize the product. Section B 4. Which segment(s) would you recommend as a target for PicDeck? Explain the logic behind your choice. a.Using demographic segmentation has been a useful tool in determining which customers to target in promoting their product. According to exhibit 4 in section B the strongest response in the surveys came from middle aged married consumers and/or male wireless subscribers. There is additional statistical research supporting this data from the customer personas; which a middle-age married woman with a teenager has the need for this produce and the purchasing power to attain it. In addition, Exhibit 2 consistently illustrates that the middle age consumer wants a device that is easier to transfer photos to their PCs, email, or social website. By continuing using demographic segmentation they can place more focus on income, education, and occupations within middle aged married consumers and males; which this may address Mr. Levy’s concerns regarding the increasing and/or maintaining ARPUs. 5. Develop a positioning statement for your selected target customer(s) the key benefits of the PicDeck service and how the service is differentiated from alternative that customers might consider. a.For the up-to-date Mom and professional savvy male who is looking for timeless convenience the PicDeck Mobile provides fast and clear pictures of your loved ones or Power Point to your boss. Unlike archaic digital cameras the PicDeck can seamlessly send that memory or great idea before you can say cheese. In conclusion Ontela’s Picdeck was definitely on the right path. Looking at today’s society people are using this product every day. Whether it’s a person taking pictures with their smartphone, and instantly sending it to their Facebook page or a fellow student snapping a shot of the groups contact sheet and sending the document via email to the group members; everyone values the product for its convenience and accessibility. It has now become the â€Å"norm† function of a phone. Therefore, Levy’s positioning strategy to ensure the solvency of his company; in addition, addressing carriers’ goals seems as a success with the continuing growth of this industry.

Air Force Training Program Essays

Air Force Training Program Essays Air Force Training Program Essay Air Force Training Program Essay An Air Force introductory course in electronics uses a personalized system of instruction whereby each student views a videotaped lecture and then is given a programmed instruction text. The students work with the text until they have completed the training and passed the test. The pace at which the students complete the course varies and the faster students wait until the others complete before the entire group proceeds further. An alternative system, whereby students viewed the same video-taped lecture and then guided by computer-assisted instruction in place of the programmed text, was proposed. It is the goal of the institute to analyze and compare the efficiencies of both the methods and then to determine the most efficient method of training. Statistical analysis was performed to determine the method that had better pace and consistency of completion. From the analysis, it was concluded that the computer-assisted method enabled more students to complete the course together than before but not sooner on an average. Additional data and a more effective method of testing is required in order to predict more accurately the efficient method that can be used as the training program in the future. CASE BACKGROUND An Air Force training institute had conducted a study in order to evaluate efficiency of their proposed computer-assisted training method for the introductory course in electronics. To compare the proposed and the current methods of instruction, an entering class of 122 students was assigned randomly to one of the two groups of 61 students each using either of the methods. The completion time in hours was taken for each student in the study. The objective is to find the difference in the population means of the two training methods; to identify the most effective method of instruction and to make a final decision on the training program to be used in the future. STATISTICAL ANALYSIS As an alternative to the current training method, a new computer-assisted method was proposed. To evaluate the effectiveness of this method, a class of 122 students was assigned randomly to one of the training methods therefore forming two groups of 61 each. The course completion time taken (in hours) by the students, of both the groups were collected. Descriptive summaries for the completion times of both the methods were obtained using MS Excel tool and the measures of central tendency and variability were hence found so that the data could be understood better. This study involves two populations: a population of students using the current training method and a population of students using the proposed computer-assisted training method. In terms of time required to complete the training program, the population means are as follows:  µ1 = the mean course completion time for students using the current training method  µ2 = the mean course completion time for students using the proposed computer-assisted training method The institute hopes to show that the computer-assisted training method will provide a shorter mean course completion time and that the entire group proceeds together with other aspects for the training. Thus, evidence to conclude that  µ2 is less than  µ1; in this case, the difference between the two population means,  µ1  µ2, will be greater than zero. The research hypothesis  µ1  µ2 gt;0 is stated as the alternative hypothesis. Thus, the hypothesis test becomes H0: The computer-assisted training method does not provide smaller population mean course completion time than the current method i. e. ,  µ1  µ2 ? 0 H1: The computer-assisted training method provides smaller population mean course completion time than the current method i. e. ,  µ1  µ2 gt; 0 The level of significance is taken as 5%. The test statistic‘t’ was performed for this case using the paired t-test analysis tool in MS Excel, with hypothesized mean difference as zero and assuming equal variances. The calculated value and critical value, with ? =0. 05, of the test statistic were found and the rejection rule for the right-sided test (reject H0 if zcal gt; z? ) was used to decide about the validity of the null hypothesis. RESULTS AND FINDINGS The measures of central tendency and variability of the completion time taken by the students who used the two methods were determined. The sample means of course completion time for the current and computer-assisted training method were found to be 75. 066 hours and 75. 426 hours respectively. The sample mean completion time for the proposed method was found to be 21. mins more than that for the current method, which shows that the students on an average have slightly taken more time than earlier. The sample standard deviations for the same were determined as 3. 945 and 2. 506, and the co-efficients of variance were 5. 3% and 3. 3%. The pace of completion is seen to be more consistent and less varying for the entire group using the compute r-assisted method. Also, the maximum time taken for this group is lesser than that taken for the current method. According to the rejection rule for the right-sided test, reject H0 if zcal gt; z?. From the hypothesis testing, it was found that the critical value of the test statistic was 1. 658 and the calculated value was -0. 603. Therefore the decision taken is: Do not reject H0, as there is no enough evidence the computer-assisted training method provides smaller population mean course completion time. As the null hypothesis cannot be rejected there is a possibility for the two population means to be equal. CONCLUSION The alternative system of computer–assisted instruction was proposed in order to improve the pace of the course completion by all the students of the program. Using the current programmed instruction text method, the fast students had to wait until the slow students completed the introductory course before the entire group proceeds together with other aspects of training. This gap in the course completion is expected to be rectified by the new computer-assisted method and also to improve the pace of the learning. The hypothesis testing has shown that there is not enough evidence that the computer-assisted training method provides smaller population mean course completion time i. . for the all the students in the program. Therefore, the new method can be helpful for the whole set of students to complete the course more or less together but may not quicken the completion process. More data is required in order to prove that the new method is more efficient in terms of quicker and more consistent pace of completion. The new method may be more effective with the students getting used to the system and hence the test must be performed again aft er a certain time gap for another course perhaps. Another considerable fact is that the two samples are independent, and so the performance level and the learning speed of the students in the two groups are different. This may have an effect on the pace of course completion and hence, it can be suggested that the test be done with the same set of students for both the methods. The introductory course test may be conducted in two phases: the first using the text method and the second with the computer-assisted method, so that the syllabus is different for each test. Additionally, the data of the performance levels and the learning speed of the students may be included and a multiple regression analysis be done in order to determine their influence on the course completion time taken by the students, therefore enabling to analyze the efficiency of the two methods. In this manner, matched samples of same students can be used to identify the most efficient method of training more accurately. REFERENCES: Ken Black. Business Statistics: Contemporary Decision Making, 3rd ed. Thomson Learning, 2001. Anderson, Sweeny and Williams. Statistics for Business and Economics, 9e. Cengage Learning, 2010.

Direct Managers Letter of Recommendation for an Employee

Direct Manager's Letter of Recommendation for an Employee SAT / ACT Prep Online Guides and Tips What does a good recommendation letter look like? Below you’ll find a sample letter written by a direct manager for an employee who works in software sales. If you’re responsible for managing or leading a team, chances are you’ll be called upon to write similar letters. Read on to see how this manager endorses one member of his sales team, and then check out the breakdown of what this letter does well. Sample Letter #1: Written by a Manager for a Full-Time Employee Ms. Greta JohanssenSales ManagerStreambase Corp.66 Western BoulevardSanta Fe, New Mexico 87500 Dear Ms. Johanssen, It’s my pleasure to provide this letter of recommendation for James as he seeks employment in software sales with Streambase. As James’s sole direct manager at Waretech, I’ve worked closely with him over the past three years, sharing the same open office space the majority of the time. James showed excellent communication skills and consistently exceeded company quotas. On a personal level, he’s charismatic and well-spoken, both qualities that have served him well in his role as software sales professional. Due to his wife’s cross-country transfer, James is seeking employment out west. All of us at Waretech will be sad to see such a valuable employee go, but our loss is truly your gain. Allow me to point out three examples of James’s strengths. First, James brought great value to Waretech by consistently exceeding quotas and selling in the top 15% of his peers. James has an understanding of market trends and instincts for identifying and pursuing qualified leads. Not only does he provide stellar service to existing clients, but he’s established a number of new business-to-business and business-to-customer accounts during his time at Waretech. Last fall, for instance, he added Voxacorp to our client list, a huge acquisition, and has been working closely with its IT department ever since. James has the combination of business acumen and communication skills that makes him an outstanding salesperson. Second, James has a very strong grasp of technology. He knows our software inside and out and helps relay technical information to customers in an accessible way. He explains our products clearly to customers and makes the most of technological avenues to gain new leads and customize his sales pitch to clients. During an early review, I observed him discuss in detail with a prospective client the specific ways that our software could boost the sales of her online bakery. By monitoring clients’ presence across our website and blog, he provides each one with personalized service to meet his/her needs. James makes the most of technology to find new prospects, provide modern solutions, and drive results. Finally, James has proven himself to be a strong cultural fit here at Waretech. He’s always ready to lend a helping hand to his teammates and contributes during brainstorming sessions and meetings between the sales and marketing teams. Last month, James co-led an enlightening meeting on content marketing and account management. Outside of official events, James also takes turns leading weekly spin classes at our in-house gym. James is an active member of the Waretech team and supports his colleagues professionally and personally (not to mention athletically!). In closing, I’d like to restate my strong support for James’s application to the role of software sales professional with Streambase. I’m confident that he will surpass your expectations in this new role. James is driven, self-confident, proactively helpful, and smart, and I know he will continue to find success in sales. Please feel free to contact me at (866) 8-5546 or ssaasman@waretech.com with any other questions. Thank you for your time. Sincerely, Samuel SaasmanSales ManagerWaretech, Inc.ssaasman@waretech.com(866) 8-5546 Based on this letter, should James pack his bags and get ready to move out west? Recommendation Letter 1: The Breakdown This first recommendation letter sample represents a common type of letter,one written by a direct manager for an employee who’s applying to a new company. Right off the bat, the writer gives a strong statement of support for James by saying that it’s his great pleasure to provide the recommendation. If he started by simply saying, â€Å"I am writing this letter of recommendation for James,† it wouldn’t have quite the same impact. Samuel Saasman incorporates the first key feature of strong letters by stating who he is and how he got to know James. He also indicates the reason that James is applying elsewhere. Including this information can be useful for the hiring manager, especially if it’s followed by a statement of support like, â€Å"Our loss is truly your gain.† Samuel structures his letter by presenting three of James’s major strengths: his sales record, his use of technology, and his relationships with his co-workers. This structure can be an effective one for recommendation letters; some writers might choose to use bullet points to clarify their thinking. Samuel writes about James’s qualifications while incorporating specific examples in each paragraph to illustrate his work performance. Since James is applying to a similar position in software sales, all of the strengths described relate directly to the requirements of his target job. Samuel recommends James with highly positive language. He repeats his strong support of James several times and his confidence in his future success. He seems to have chosen with words carefully, using strong descriptors like â€Å"charismatic,† â€Å"driven,† and â€Å"proactively helpful.† As is the custom for recommendation letters, he concludes by inviting the hiring manager to contact him with any further questions. Overall, Samuel writes a glowing letter for James’s application to a new job in software sales. His high opinion is evident, and his examples prove that James has the qualifications to excel in his next position. What's Next? Ready for the next recommendation letter sample? Click hear to read a sample letter written by a principal for a teacher applying to a new school. Want to learn more? If you want to readabout what goes into a strong letter of recommendation or find additional samples, you can head tothe full guide here. Want to provide a strong recommendation for your employee, but don't have the time to craft the perfect letter? PrepScholar's new recommendation tool, SimpleRec, takes you from good intentions and a blank page to a fully written and formatted letter of recommendation in under 5 minutes. All you need to do is give us some simple pieces of information about your employee and your experience working with them, and we'll do the rest. Try out SimpleRec risk-free today: Have friends who also need help with test prep? Share this article! Tweet Rebecca Safier About the Author Rebecca graduated with her Master's in Adolescent Counseling from the Harvard Graduate School of Education. She has years of teaching and college counseling experience and is passionate about helping students achieve their goals and improve their well-being. She graduated magna cum laude from Tufts University and scored in the 99th percentile on the SAT. Get Free Guides to Boost Your SAT/ACT Get FREE EXCLUSIVE insider tips on how to ACE THE SAT/ACT. 100% Privacy. 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Brief

In an upscale neighborhood, then perhaps it could argue that Its failure to provide security patrols Is reasonable. If the business Is located In a crime-ridden area, When briefing a case, your goal is to reduce the information from the case Into a format that will provide you with a helpful reference in class and for review. Most Importantly, by briefing a case, you will grasp the problem the court faced (the issuel the relevant law the court used to olve it (the rule) how the court applied the rule to the facts (the application or analysisb and the outcome (the conclusion). You will then be ready to not only discuss the case, but to compare and contrast it to other cases involving a similar issue. Before attempting to brief a case, read the case at least once, Follow the IRAC method in briefing cases: Facts* Write a brief summary of the facts as the court found them to be. Eliminate facts that are not relevant to the courts analysis. For example, a businesss street address is probably not relevant to the courts decision ot the issue ot whether the business that old a detective product Is able for the resulting Injuries to the plaintiff. However, suppose a customer who was assaulted as she left Its store Is suing the business. The customer claims that her Injuries were the reasonably foreseeable result of the businesss failure to provide security patrols. If the business Is then perhaps the customer Is right. Instead of Including the street address In the case brief, you may want to simply describe the type of neighborhood in which it Is located. Note: the time of day would be another relevant factor in this case, among others). Procedural History* What court authored the opinion: The united States Supreme Court? The California Court of Appeal? The Ninth Circuit Court of Appeals? (Hint: Check under the title of the case: The Court and year of the decision will be given). If a trial court issued the decision, is it based on a trial, or motion for summary judgment, etc.? If an appellate court issued the decision, how did the lower courts decide the case? Issue What is the question presented to the court? Usually, only one issue will be discussed, but sometimes there will be more. What are the parties fighting about, nd what are they asking the court to decide? For example, in the case of the assaulted customer, the issue for a trial court to decide might be whether the business had a duty to the customer to provide security patrols. The answer to the question will help to ultimately determine * This applies to case briefs only, and not exams. use the IRAC method In answering exams: Issue,Rule/Andlysls/Concluslon. hether the business Is liable for negligently failing to provide security patrols: whether the defendant owed plaintiff a duty of care, and what that duty of care Is, re key Issues in negligence claims. Rule(s): Determine what the relevant rules of law are that the court uses to make its decision. These rules will be identified and discussed by the court. For example, in the case of the assaulted customer, the relevant rule of law is that a property owners duty to prevent ha rm to invitees is determined by balancing the foreseeability of the harm against the burden of preventive measures. There may be more than one relevant rule of law to a case: for example, in a negligence case in which the defendant argues hat the plaintiff assumed the risk of harm, the relevant rules of law could be the elements of negligence, and the definition of assumption of risk as a defense. Dont just simply list the cause of action, such as negligence as a rule of law: What rule must the court apply to the facts to determine the outcome? Application/Analysis: This may be the most important portion of the brief. The court will have examined the facts in light of the rule, and probably considered all sides and arguments presented to it. How courts apply the rule to the facts and analyze the case must be nderstood in order to properly predict outcomes in future cases involving the same issue. What does the court consider to be a relevant fact given the rule of law? How does the court interpret the rule: for example, does the court consider monetary costs of providing security patrols in weighing the burden of preventive measures? Does the court imply that if a business is in a dangerous area, then it should be willing to bear a higher cost for security? Resist the temptation to merely repeat what the court said in analyzing the facts: what does it mean to you? Summarize the ourts rationale in your own words. If you encounter a word that you do not know, use a dictionary to find its meaning. Conclusion What was the final outcome of the case? In one or two sentences, state the courts ultimate finding. For example, the business did not owe the assaulted customer a duty to provide security patrols. Note: Case briefing is a skill that you will develop throughout the semester. Practice will help you develop this skill. Periodically, case briefs will be collected for purposes of feedback. At any time, you may submit your case brief(s) for feedback.

18th-20th Century the growth of the three ideologies Essay

18th-20th Century the growth of the three ideologies - Essay Example The third part of the world subscribed to the authoritarian/ Fascist ideology. The western democracies such as the United States of America, Britain, Australia, France, New Zealand, Canada and other nations were based on an ideology known as liberal democracy. Countries such as Germany and Italy on the other hand were based on the authoritarian/ Fascist ideology even as the Union of Soviet Socialist Republic (USSR) represented the Marxist communist ideology. Liberal democracy is a political system that attempts to uphold and propagate civil liberties guarding them from interference from government, powerful entities, and institutions in the society. It controls the government’s involvement in matters that affect the citizens politically, morally and economically. This system operates based on four main principles; belief in individual (assuming that an individual is reasonable and moral); belief in reason and progress (assuming growth to be part of humanity); consensual theory of society; and a suspicion of concentrated forms of power (Australia Politics par. 3). The organization of liberal democracies is such that it defines and limits power, promoting a legitimate government through justice and liberty. In America, the constitution has always been used as a means of limiting power. Other measures put together in an attempt to control power include the separation of major government arms such as judiciary, legislation, and executive. On the other hand, the government requires huge support that it draws from an election system that frequently upholds popular, free and fair elections. Freedom is a fundamental aspect in this system, especially freedom of choice. The capacity to choose from options must be available. Besides that, the system must uphold respect for civil and political freedom. Certain countries such as Britain have a slightly different kind of democracy; it is a constitutional monarchy. In this system

Reflection and refraction Lab Report Example | Topics and Well Written Essays - 500 words

Reflection and refraction - Lab Report Example The diagrams demonstrate the concept of reflection and refraction. In the diagram above, a light ray strikes the mirror at a specific point, and the reflected ray is projected. The law of reflection state that the angle of incidence (i) and the angle of reflection (r ) are equal. The experiment demonstrated specular reflection because it involved the use of smooth surfaces to demonstrated the behavior of light waves. The experiment aided in confirming the three laws of reflection (Strong 8), which include: The refraction experiment involved the observation of how light waves behave as they travel through air and water. Generally, the incident ray is partially reflected and refracted. Theoretically, the concept of refraction is explained Snell’s law, which states that the ratio of the sines of the angle of reflection and the angle of reflection are equivalent to the ratio produced by the phase velocities in the two media in which the wave travels (Dekker 168). The change in the direction as light travels from one medium to the next was observed when the straight pencil observed in water appeared bent at the water surface. The pencil was placed in a slanted position because refraction cannot occur if the angle of incidence is zero degrees. The pencil appeared slant as shown in Fig 2 because the light rays bend as they pass from air into water. The speed and wavelength of the light rays changed while the frequency was constant. When the bent rays reach the eye, they are interpreted as straight lines of sight. The straight lines of sight interpreted by the eye intersect at a position that is higher than the actual origin the rays. Thus, the water appears shallow and pencil much higher than its original depth. The behavior of light in different media is explained by the refractive index. Reflection and refraction concepts have been applied in the field of thin film

What are the main problems in China that can derail its economic Essay - 1

What are the main problems in China that can derail its economic growth - Essay Example The exports of China have reduced significantly in the recent years. In March 2012, the Chinese government declared that the Chinese economy and its gross domestic product (GDP) are expected to grow at a slower rate of around 7.5% during the year 2012. The slowdown in the rate of economic growth in China had an adverse impact on the overall condition of the global economy. This is so because China is responsible for around 20 percent of the total economic output of the world. Besides, many Asian countries are also highly dependent on the Chinese economy and its market conditions (Hart, 2012). It would be a daunting task for most of the multinational corporations engaged in the manufacturing industrial sector to register significant profits if the Chinese economic growth rate slows down. The Central Bank of China has already started taking steps through reduction in the interest rates to help the economic recovery process of China and boost the lending process in the country. This ste p was taken up by the Chinese Central Bank to protect the country’s economy from the adverse effect of ongoing financial crisis situation in the European nations. The eminent economists worldwide suggest that capital infusion would not be able to solve these growth issues of the Chinese economy in an effective manner. It is so because with the increase in funds being pumped into the economy by the Chinese government would ultimately lead to increased consumer costs and inflation. Previously it was projected that China would experience a robust economic growth in the future but there are many barriers in the path of the economic development of the country. Some of those barriers include bureaucracy, shortage in energy, reducing levels of export because of decreasing demand of Chinese manufactured products in some of the major markets like UK and USA, social unrest in the country, increase in aging Chinese population, and so on. According to a report published by BBC News in th e month of July 2012, China experienced a slowdown in its economic growth rate to around 7.6 percent. This study entails about discussing and analysing the various negative effects that certain economic factors are having on the Chinese economic growth at present and in the foreseeable future. China contributes significantly towards the overall growth of the world economy. Hence, unstable and unsustainable Chinese economy is having a significant impact in deterring the global economic condition. This study would try to shed light on some of the major problems faced by China which can be responsible for slowing down the economic growth rate of the nation in the forthcoming years. Five such major factors have been discussed in details in this study. They are : a) International trade and exports by China, b) Problems related to Chinese currency and the foreign exchange regulations prevalent in the country, c) Problems associated with the increasing aging population of the country, d) T he rising levels of income inequality within the country, and e) The present bad conditions of the Chinese banking industry. All these five reasons can hinder the path of economic development of China in a significant manner. The central idea of this study is