Strategic Analysis of a Company and its Competitive Environment

Presentation Marks and Spencer (MS) is a main British Multinational Company with its central station in London. Thomas Spencer and Michael Marks set up the organization in 1884. Today, MS has more than 700 shopping outlets in the United Kingdom. It additionally has its essence in more than 40 countries comprehensively. Presently, the MNC markets a wide scope of items, for example, garments, food items, and house furnishings.Advertising We will compose a custom report test on Strategic Analysis of a Company and its Competitive Environment explicitly for you for just $16.05 $11/page Learn More In the ongoing past, â€Å"the organization has been a significant rival in the clothing and extravagance food enterprises (Sadler, 2007, p. 21)†. The organization has a solid value. This clarifies why the buyers trust the company’s items and administrations dependent on their quality and worth. MS has an appropriate hierarchical structure in this way making it a main rival in the n ation and all around. This conversation offers a definite vital investigation of this worldwide organization. Current Strategic Issues Facing the Company’s Industry Marks and Spencer works in various business divisions. A portion of these incorporate the food and attire ventures. In the ongoing past, specific changes have occurred in this way making it fundamental for the organization to re-compose its system (Bevan, 2008). There are current patterns and issues influencing the food business. These issues influence the matter of different organizations such Tesco, Wal-Mart, Aurora, and Pudding Lane, among others. The current key issues confronting the organization are as per the following: Competition The extraordinary perception is that MS is confronting rivalry from different contenders. The contenders are working diverse business portions. The organization is likewise losing its piece of the pie and benefit (Tallman, 2010). It is prominent that MS markets items, for example , food materials and garments. That being the situation, MS is confronting rivalry from various organizations (Grant, 2007). For example, some clothing organizations, for example, Top Shop, Guess Company, and Hugo Boss keep on ruling the European Union (EU) showcase. Too, extraordinary evolved ways of life and cafés, for example, Wal-Mart, Tesco, and Sainsbury are giving moderate and quality food items to their shoppers. This clarifies why MS should buckle down so as to adapt to these changing patterns in the market.Advertising Looking for report on business financial aspects? How about we check whether we can support you! Get your first paper with 15% OFF Learn More Global Financial Crisis Many organizations are recuperating from the credit mash of 2009. Too, organizations should grasp the possibility of â€Å"forward-thinking† so as to develop fruitful. MS ought to in this way manage issue so as to develop effective (Tallman, 2010). Stoutness and Health Issues In the ongoi ng past, customers have gotten mindful and aware of their wellbeing needs and desires. Governments are executing new mediations and arrangements to advance solid strategic policies. Sanitation The world is directly encountering the issue of bioterrorism and food instability. The neighborhood food industry additionally faces comparative difficulties consequently influencing the presentation of various organizations (Sekhar, 2009). This circumstance calls for Marks and Spencer to address the issues so as to be effective. Purchaser Demands The requirements of shoppers are evolving. Their spending and buying propensities are likewise evolving. The more youthful age is buying more nourishments than any time in recent memory. Organizations, for example, MS will be required to analyze such changes so as to address the necessities of the shoppers (Williamson Jenkins, 2013). Design Changes It is pleasing that more clients know about their garments and style needs. The present changes keep on influencing the presentation of various organizations. MS ought to consider such changes so as to understand its possibilities. Innovative Changes Many organizations in the business are utilizing present day advancements than at any other time. Present day innovation is expected to advance the prescribed procedures for administration conveyance, item improvement, and consumer loyalty (Burns, 2008). Organizations in the business are required to grasp new innovations so as to rise successful.Advertising We will compose a custom report test on Strategic Analysis of a Company and its Competitive Environment explicitly for you for just $16.05 $11/page Learn More Marks and Spencer Strategic Position From the above issues confronting the business, it is pleasant that (MS) is at present working together in a serious situation. MS Company keeps on experiencing various difficulties than at any other time. Too, the organization is done profiting by its â€Å"cores values†. These qualit ies incorporate â€Å"quality, reasonableness, and proficient service† (Sekhar, 2009). Some attire organizations, for example, Top Shop, Guess Company, and Hugo Boss keep on commanding the European Union (EU) advertise. Too, extraordinary evolved ways of life and cafés, for example, Wal-Mart, Tesco, and Sainsbury keep on giving moderate and quality food items to the customers. This clarifies why MS should buckle down so as to adapt to these changing patterns in the market. The organization has kept on losing its piece of the pie and seriousness (Verdin Heck, 2009). The degree of rivalry makes it difficult for the organization to understand its objectives. Since MS works in numerous business fragments, it needs to manage numerous contenders. For instance, various retailers, for example, Debenhams, The Gap, Top Shop, and Next Company keep on ruling the attire showcase. Certain natural pecking orders, for example, Sainsbury and Tesco are promoting solidified food items and quic k nourishments in this way making it hard for Marks and Spencer to rise effective in its business. The extraordinary perception is that MS is confronting rivalry from various business fragments. Simultaneously, the organization has neglected to change its business technique so as to stay serious in the business. The organization is gradually by gradually losing its piece of the overall industry and gainfulness (Tallman, 2010). In the ongoing past, the organization has been endeavoring to recapture its piece of the pie and gainfulness. Be that as it may, the company’s shortcomings keep on influencing its business. The organization has reliably centered around its garments and nourishments as their primary brands.Advertising Searching for report on business financial matters? We should check whether we can support you! Get your first paper with 15% OFF Find out More That being the situation, the desires and requests of the clients has been changing along these lines making it incomprehensible for Marks and Spencer to stay serious in its business condition. As indicated by an investigation by Seth and Randall (2011), MS has been getting the greater part of its incomes and deals from the United Kingdom. This implies the organization has primarily centered around the UK advertise. The expanding typical cost for basic items is making it harder to the purchaser to buy the greater part of the company’s items. From the investigation, the greatest inquiry is the manner by which MS can change its methodology so as to prevail in its business condition. Imprints and Spencer Environmental Analysis SWOT Analysis Strengths MS showcases high caliber and serious items. The organization has great connection with workers. The company’s stores and outlets are deliberately situated across London. Imprints and Spencer is one of the most beneficial orga nizations in the United Kingdom and over the globe. This clarifies why the organization has a developing piece of the overall industry (Williamson Jenkins, 2013). Imprints and Spencer has set up the best gracefully chain procedures and methodologies with its providers (Williamson Jenkins, 2013). The organization has the best strategic policies and monetary qualities. Shortcomings One thing about Marks and Spencer is that it depends for the most part on nearby providers in the United Kingdom. At Marks and Spencer, the showcasing methodology doesn't grasp new thoughts and changes (Verdin Heck, 2009). The organization doesn't think about the desires for its clients. This clarifies why more clients are purchasing items from its rivals. The organization doesn't market to the youthful age. At Marks and Spencer, â€Å"the client is done getting the best help and administrations (Seth Randall, 2011, p. 87)†. For example, the organization doesn't give â€Å"loyalty cards† and à ¢â‚¬Å"gifts† to its clients. Openings Marks and Spencer can utilize e-business so as to go up against the other driving organizations (Seth Randall, 2011). Present day organizations can utilize new advances to improve their gracefully chain forms and give the best client assistance. It is pleasant that individuals are searching for new molds and plans. The organization has a superior potential for success to profit by this new turn of events (Tallman, 2010). The European Union (EU) keeps on giving indications of solidness in the coming years. The organization is as of now growing its business to various nations and urban areas. Dangers The advanced purchaser is getting extremely delicate about design. As more organizations keep on utilizing the web for promoting, Marks and Spencer keeps on losing it clients. The degree of rivalry is continually expanding on the grounds that the organization works in various portions. Porter’s Five Forces Model The Porter’s Fiver Model looks at the business condition of an organization. â€Å"It investigates the exceptional difficulties and issues for an association to deliver so as to get effective (Verdin Heck, 2009, p. 86)†. This examination investigates the present situation of Marks and Spencer. Fig 1: Porter’s Five Forces Competitive Rivalry The degree of rivalry in the business is high. In the dress segment, MS is confronting rivalry from Gap and Next Companies (Bevan, 2008). Also, the organization is confronting high culmination from Sainsbury and Tesco Companies in the food part. Dealing Power of the Buyers It is concur

Blog Archive Post-MBA Employment Among the Class of 2018 at Top-Ranked Business Schools

Blog Archive Post-MBA Employment Among the Class of 2018 at Top-Ranked Business Schools As the Class of 2019 completes its final semester before graduation, members of the Class of 2018 are, we hope, settling comfortably into their post-MBA jobs. Business schools take pride in their ability to help students advance in their careers after graduation, and many leading MBA programs see the majority of their graduating classes accept great positions across numerous business fields. In this chart, we examine the percentage of each top-ranked program’s Class of 2018 that received at least one job offer three months after graduation. The Wharton School of the University of Pennsylvania came out on top, with 98.4% of its Class of 2018 having received offers by the fall of 2018. MIT Sloan had the second-highest percentage with 97%, while 96.3% of Chicago Booth’s latest graduating class had offers three months after graduation. All 14 schools we examined reported that more than 90% of their 2018 graduating class had received offers by the fall. Share ThisTweet B-School Charts Massachusetts Institute of Technology (Sloan) University of Chicago (Booth) University of Pennsylvania (Wharton)

Essay about A Carrerr as a Gerontologist - 1400 Words

Work plays an important part in our lives—it is a part of human life. We work certain hours a week in order to get money to pay for food, shelter, and even education. However, other than a job accommodating us for the basic necessities, it presents us with aims and goals besides financial security. A job, in which we pursue, should be exciting, beneficial in many ways, including providing us with confidence and satisfaction. For these reasons, I find myself trying my best to achieve a job as a gerontologist. Gerontologists are those who not only work to take care of the elderly but attempt to understand and address the needs of the elderly. An individual can take different paths of gerontology. They can either work with the elderly†¦show more content†¦According to the U.S. Bureau of Labor Statistics, job opportunities have already increased by more than 36% (Wiener 2006). Individuals working in a field of the aging are more so attempting to help the elderly stay prod uctive, independent, whilst over all, making sure they are aging comfortably in our society (Wiener 2006). Those seeking job opportunities as gerontologists, or even social workers will take on a major responsibility, and this will especially occur for the health care industry (MHA 2004). For the elderly, nursing homes and other facilities that will provide care are going to be seeking many young individuals to handle and caring for the rising elderly population. In particular, as baby-boomers begin to retire, they will become the biggest reason as to why job opportunities for gerontologists will skyrocket (MHA 2004). Due to this requirement of more individuals to partake in occupations in the field of aging, these jobs will remain to be more secure than precarious as more elderly citizens begin to retire (Ferraro 49). Along with job security, public sector occupations for Gerontologists will include better pay, pensions, health and life insurance (Herlihy 2012). Moreover, choosing to work as a Gerontologist will not only provide with the job security everyone hopes for, but provide many benefits for the working life, and also opportunities to work in various different segments of

Customer Service Strategy For Australian Hardware Essay

Manage Quality Customer Service Customer service strategy for Australian Hardware Followings are the points that need to be considered in order to provide quality customer service with regards to the company’s mission. - Internal Customers requirements: These are the individuals to whom work is delegated within the company. Followings are the strategies for internal customers of Australian Hardware: †¢ All employees should participate in creating a happy workplace environment. †¢ All team members should help each other to get task done on time. †¢ Identify what information is needed by each department for day-to-day tasks. Organize effective team building activities with Department Heads. †¢ Communication between each Department should be very clear. Internal communication channels should be revised every quarter to maintain effectiveness in communication. For example: Face to face, Email, telephone, Intranet, Posters, team Meetings, social Media and so on. †¢ Every week there should be performance measures of each department to address the gap between the mission and actual quality of service provided. †¢ Staff should be regularly provided with ongoing training to keep up with the quality of the service needed. - External Customers requirements: Followings are the strategies for external customers in Australian Hardware business: †¢ All departments have to focus on Identifying customer types and handle them according to their needs. There should be different customer serviceShow MoreRelatedStrategic Plan For An Operational Plan Essay1188 Words   |  5 PagesBusiness name: Australian Hardware Ltd Business structure: Public company since 1982 ABN: 4000000000 Business location: Australian hardware is headquartered in Sydney, NSW. The business owns and operates 138 stores throughout Australia. Date established: 26 January 1921. Ownership and governance: The Greenwright family retains a controlling interest in Australian Hardware. Holden Greenwright serves as both chair of the board of directors and CEO. Products/services: Australian Hardware supplies hardwareRead MoreMarketing Plan For Sell And Service Australian Hardware Products1042 Words   |  5 PagesStrategic objectives Objective 1- To sell and service Australian Hardware products in every state of Australia. Strategies priority: 1. Seek for suppliers, backers, allies or alliances within 3 months by the Brand or General Manager of the organization. 2. Manage meeting within 2 weeks once the alliances are found to consult with about the plan accomplish by general manager. 3. Sign contract with the alliances within 2 weeks after consultation accomplished by CEO. Objective 2- To increaseRead MoreA Marketing Plan For Australian Hardware958 Words   |  4 Pages ASSESSMENT TASK 1 REPORT: AUSTRALIAN HARDWARE HOMEWARES - BRISBANE ORGANISATIONAL OVERVIEW INTRODUCTION: Australian Hardware is a chain of homewares stores in Brisbane that specialize in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton. Australian Hardware is close to entering its fifth year of operation;Read MoreAnalysis Of David Jones Limited, The Best And Most Exclusive Goods1074 Words   |  5 PagesDavid Jones Limited MISSION: To sell â€Å"the best and most exclusive goods† and to carry â€Å"stock that embraces the everyday wants of mankind at large† VISION: Will ensure that all parts of our business work together cohesively to deliver customer-centric outcomes to support the initiatives in our Future Strategic Business Plan. HISTORY: 1. EXTERNAL ANALYSIS 1.1 Industry David Jones Limited is a foreign-owned public company. It is owned by South African Woolworths Holding Limited. The companyRead MoreBunnings’ Warehouse Future Strategic Plan Essays5911 Words   |  24 PagesBunnings | |3 | | Financial Position | |3 | | Bunnings’ strategy | |3 | | Competitor focus | |4 Read MoreRecommendations on WHS management system5000 Words   |  20 PagesWHS management system For Australian Hardware CURRENT SITUATION Australian Hardware has expanded rapidly to include 138 warehouse stores nationally. Unfortunately, one of the possible results of this rapid expansion is a lack of a national, consistent approach to WHS compliance. The company does take seriously its legal and ethical obligations to provide a safe workplace; however, safety standards may be slipping. According to incomplete Australian Hardware records, last year, the LostRead MoreWoolworths Limited : Walmart Limited2049 Words   |  9 Pagesserval years development, Woolworths set foot in a number of sectors which are supermarket, liquor, petrol, hotel, cloth, financial service and general retail (Woolworths Limited b, 2012). In 2009, Woolworths Limited unveiled that it was going to enter the Australian hardware and home improvement industry which was worth $24 billion (Durie, 2009). Woolworth acquired a hardware chain named Danks Holdings Limited and completed a joint venture with Lowe’s which was the second biggest home improvement chainRead MoreTelecommunication Services For Australia And Asian Pacific Market1459 Words   |  6 PagesBackground: United Enterprises is telecommunication services provide company and was one of top 500 companies which was ranked by Fortune Magazine 2004, established in 1988, offering variety of telecommunication products and services to Australian and Asia pacific region customers their services includes mobile and landline telephone, dialup and broadband internet services. Telecommunication industry is growing rapidly and currently United Enterprises representing the major part of Australia andRead MoreSwot Analysis Of Holden And General Motors Group1632 Words   |  7 Pages Executive Summary: Business s are the most crucial factor to the Australian economy. Without them, the economy would not be. Their core purpose is to meet the ever-growing demands of consumers, both nationally and internationally, through the production of goods and services. The business this report will be focusing on, which not only operates in Australia but in various countries around the world, most notably; New Zealand, however, also with a slowly expandingRead MoreAustralian Hardware Industry Marketing Analysis2901 Words   |  12 PagesTable of contents INTRODUCTION MARKETING ENVIRONMENT ANALYSIS – MICRO TRENDS TREND ONE-COMPETITORS TREND TWO-CUSTOMERS MARKETING ENVIRONMENT ANALYSIS-MACRO TRENDS MACRO TREND ONE-ECONOMIC MACRO TREND TWO-TECHNOLOGY MARKETING MIX-EVALUATION AND CRITIQUE OVERVIEW OF CURRENT MARKETING APPROACH EVALUATION OF EFFECTIVENESS MARKETING MIX-REDESIGN PRODUCT PRICE PLACE PROMOTION PHYSICAL EVIDENCE PROCESS PEOPLE IMPLEMENTING RECOMMENDATIONS RECOMMENDATION ONE-BUDGET RECONSIDERATION TO NEW

Essay Miss Selfridge Fashion Forecasting Report - 2890 Words

Assignment 2 The Summery of the Group Work A fashion forecasting report was conducted for Miss Selfridge Company to enable the development of new fashion ideas that would appeal to its customers. After getting familiar with the classic Miss Selfridge style and its history the research process had begun. One of the most useful resources for ideas were the Fashion weeks, showing collections of famous and up and coming designers in New York, London, Paris and Milan. The most coveted pieces, cuts, fabrics and colours were noted and further observed on reputable websites / such as Vogue.com, Style.com and Wsgn.com. /and in magazines / Vogue, InStyle, Glamour, Bazaar etc. /. The blogs of well-known fashion bloggers were also visited where†¦show more content†¦/Brassington, 2006, p.350/ The lifecycle of a product changes according to the changes in customer behaviour so predicting and anticipating the target audience`s reaction is crucial. The concept of the diffusion of innovation (Rogers, 1962) analyse the speed at which a new innovation – product – sweeps across the market as a whole. It is also very effective in the classification of customers depending on their speed of adoption. For Miss Selfridge the Innovators are the â€Å"shopaholic fashion followers†, who devote time and money to achieve the â€Å"just off the catwalk† look when the new season starts. Innovators are not the usual high street shoppers; they belong to a high social class with financial background to afford often couture, designer items. They are going help to get the product off the ground and in the process of gaining acceptance. They are the first â€Å"adverts† for the spring summer styles of 2012. Miss Selfridge`s Early adopters are the mid-20s high shoppers who are enthusiastic about fashion and while buying designer items they also visit high street stores. All the 3 trend developed will appeal to these customers who will have a major role in maximizing profit. They are also the ones who spread word-of-mouth recommendations about value, quality and benefits and together with the innovators they are the best advertisement for the company. The developed trends will thriveShow MoreRelatedAnalylis Primark22310 Words   |  90 Pages.......................................... 86 References ................................................................................................................................................ 93 PRIMARK Executive Summary This report consist of Primark Company‟s Strategic aspects. It contain detail analysis of Primark policies and future aspects. All strategies are derived accordingly the current market situations and competitive environment. So to round things off, Primark overallRead MoreExploring Corporate Strategy - Case164366 Words   |  658 Pagesworldwide, including China and India, and had regular summer 2 3 The Ministry of Sound was aiming for a stock market listing within a couple of years. Then things started to go wrong. The dance music on which the Ministry was based was going out of fashion. Dance music (including house, trance, techno, breaks and drum’n’bass music) saw its share of the UK singles market fall to 15.4 per cent in 2002, down from 34 per cent in 1991. Dance clubs were closing or downsizing, while live music audiences were

Music Essay Paper Example For Students

Music Essay Paper So what is your favorite kind of music? Soft music is graceful; rock music is fast; classical music is great ; light music is relaxing; and childrens songs are interesting. You can choose whatever you like. Now popular songs are in fashion, especially the love songs are greatly loved by us young people. Of course,for our teacher, the answer is not the same;maybe the classic inspirational song is his first choice . Alt is often said that if you like music,you tend to like singing too. But I think there are also a lot of exceptions, myself is the typical example. T is really a pity that I do not have a talent for singing, as I love listening to music that much. My view on music appreciation In high school I once took a course called music appreciation which I greatly enjoyed. Alt is not to play a specific instrument,but to learn how to read and listen to music as an art form. People read the stories about the lives of many composers,and the history of the musical instruments themselves ;they also listen to tapes over the recorder. In my opinion,music sometimes can be called a universal language like smile. A composer who can not speak a single world of our language can make us feel joy and pride,sadness and despair,peace and mystery through his music. As its true for me ,when I listen to some kind of Japanese music exactly have such experience. I believe some of you may also have the similar sense of feeling. My understanding of I suppose you will always feel amazed and confused whenever you come to think of how music come into our lives, and to be honest,trying to account for the reasons is quite beyond our ability. We should Just leave the doubt to the music experts and just admit the fact that music is an amazing invention of our civilization and truly ranks as one of the greatest things our ancestors have ever created. Music has the ability to lift the heart of anyone who turns to her for help?making them feel on top of the world and keeping their spirits up. I myself is a loyal music-lover,listening to music is an essential hobby in my life. Another simple way of classification According to the way how the music exists and spreads among people. There are two important kinds of music in the world. One is written down,and the other is by rod of mouth. Many people make their living by writing music. They write songs for pop stars and music for films and TV plays,and they usually write exact instructions on how the music is to be played. Folk music has been passed down from generation to generation. Len the beginning,it was never written down. People learned the songs from their families,relatives,neighbors and friends in the same village. These songs were about country life,the seasons,animals and plants,and Background music may seem to be of no importance ,however,it can have a rueful effect on those who hear it. Recorded background music firstly found its way into factories,shops and restaurants in the US,and later it gradually spread to other parts of the world. Nowadays,it is becoming increasingly difficult to go shopping or eat meals without being exposed to such music environment. To begin with,background music is simply intended to create a smoothing atmosphere. As time goes by,it is becoming a big business,which I do not know whether its developing for the better or not ,and neither do I care about such issue.

Albinism Essays (1256 words) - Skin Pigmentation, Albinism, Melanin

Albinism Essays (1256 words) - Skin Pigmentation, Albinism, Melanin Albinism INTRODUCTION For my research project I have chosen the genetic disease albinism. There are a few reasons why I chose albinism as my topic. First and foremost, in kindergarten I had a friend who was an albino, and although I have not seen him in over 10 years I am still curious as to what the causes of albinism are. Back then, my mother explained it to me by saying, thats just the way his skin is which is a fine way to explain it to a five year old, but now I find myself wanting to know more. Another reason I am curious about albinism actually extends from my first reason. I often wondered if there was any chance that my kids could possibly be born with it. I know now that it sounds a little bit ridiculous but I would sometimes worry that I wouldnt be able to take my children to the beach (I knew this because my friend from kindergarten could never come with us when we went in the summer). I also used to wonder whether or not my friend could see the same way I could, since his eyes looked so different from mine. As a result of all of this, I could not turn down the opportunity to research a disease that has held my curiosity for such a long time. PHENOTYPIC CHARACTERISTICS The most prominent phenotypic characteristic of albinism is obviously the lack of skin coloring. Albino skin is whitish in appearance, sometimes seeming to be almost translucent. Similarly, albino hair is also very pale, appearing closer to white than blonde. Albinism makes the skin extremely sensitive to sunlight. Albinos need to be very careful about exposure to the sun as they have a very high risk of burning due to lack of protection from ultraviolet rays, which is normally provided by the pigment melanin (2). Similar to the skin, albino eyes also lack color; the irises usually appear pinkish. People with albinism often have eye problems. First of all, they suffer from severe sensitivity to bright lights. Cases of extreme nearsightedness or farsightedness that cannot be completely corrected with eyeglasses are also common. People with albinism also sometimes demonstrate an involuntary back and forth movement of the eyes called nystagmus. Finally, people with albinism are more likely to develop astigmatism. It is possible to have albinism that affects the eyes without also affecting the skin. This is known as ocular albinism (3). INHERITANCE Albinism is an autosomal recessive disorder. All the children of two affected homozygous affected parents are also affected. This means that two parents who have albinism, and who possess two recessive alleles each for albinism will produce affected children 100% of the time. Being a relatively rare disorder, albinos are often the children of unaffected parents (this is the case with autosomal recessive disorders). Parents who are both heterozygotes (both carriers of the disease but not having it themselves) have a 75% chance of producing a normal, non-affected child. Because albinism is not carried on the sex chromosomes, it is expressed equally in both males and females, and either parent can transmit the disorder. Albinism also affects people of all races equally. Approximately 1 in 17,000 people has one of the types of albinism, which amounts to roughly 18,000 people in the United States (1). GENETIC AND CELLULAR ORIGINS Albinism is located on chromosome 11q 14-21. The gene associated with albinism is called OCA1 (among a few others). OCA1 codes for the protein tyrosinase. This protein is responsible for converting tyrosine into something called DOPA (dihydroxyphenylalanine). DOPA plays an important part in the formation of melanin by next becoming dopaquinone. Dopaquinone then forms black-brown eumelanin or red-yellow pheomelanin. Melanin is a pigment, the absence of which causes albinism (2). Albinism occurs when something causes the OCA1 gene to function improperly. This improper function disrupts the production of tyrosinase. With tyrosinase production malfunctioning, it is impossible for the body to make DOPA and as a result the body is also prevented from making melanin. The absence of melanin causes the lack of color in the skin of people who are affected with albinism (2). MOLECULAR ORIGINS The cDNA sequence for the OCA1 gene is 1607 bases long; 325 Adenine,