BreadTalk Group Limited Essay Example for Free

BreadTalk Group Limited Essay Bread is one of the most popular staple in the Asian food culture. In the years, BreadTalk has successfully expanded their influence and reputation to 16 countries with more than 500 bakeries all around the world. BreadTalk is known for their see thru kitchen concept which enables their chefs a platform to showcase the skills and capabilities. This also allows interaction between customers and employees. A comprehensive analysis of the business strategy of BreadTalk Group Limited for the Thailand market revealed that its strategic objectives are aligned to the company’s vision and mission statement: Vision Establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand | Mission Leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy | Innovative improvement and design of their products increased awareness of the brand, BreadTalk, complimented with the use of locations with high human traffic are increasing the market share of its bakery arm within the Thailand market. Lessons drawn from the analysis have shown that BreadTalk is consistently seeking improvement and reviewing their strategies to stay abreast. Being in a country with cultural differences in food preferences, working attitudes and lifestyle, BreadTalk’s adaptation and globalization strategies has proven to be effective. Success is reflected in the confident future investment promise and processes in place to overcome their strategic implementation issues. Introduction BreadTalk is aggressively expanding globally and leaves footprints in China, Indonesia and Thailand. With Singapore and China markets dominating the overall revenue for the bakery arm, a review on the business strategy for the Thailand market carried out. Strategies and implementation issues are identified to increase the market share and revenue for BreadTalk Thailand using the rational / formal model. BreadTalk’s company history and background is attached in Appendix A. With a strategic analysis on the external and internal environments using models / theories like PESTEL, Porters’ 5 Forces, analysis of turbulences and internal strategic competitive advantage, useful strengths and weaknesses, opportunities and threats are identified in this report. Strategic implementation and implementation issues are discussed further. Successful implementations are useful lessons for review. Strategic Analysis External analysis: General environment PESTEL model Political/Legal Thailand has faced various political/government instabilities, such as the Thai coup dà ©tat in 2006, the elections for a new constitution in 2007, a political crisis in 2008, and crackdowns and protests which involved violence from 2009-2010. Although the ruling of the July 2011 elections belonged to the Pheu Thai Party, the political situation was still shaky. There was a conflict between the â€Å"red shirts† (supporters of current ruling Pheu Thai Party) and â€Å"yellow shirts† (oppositions of the Pheu Thai Party), resulting in continuous tensions. All the bloodshed also damaged the economy, sinking the already suffering consumer confidence even more. Besides this matter, Thailands also having issues with its neighboring country, Malaysia. Both countries relationships have soured greatly because of the Pattani separatists’ issue, which involved the struggle of independence by the ethnic Malays in Southern Thailand. These incidents have raised concerns among foreign investors and manufacturers regarding Thailands political stability. Thailand has strict regulations when it comes to working terms and conditions. A proper visa must be applied from a Royal Thai Embassy, with some countries needing to obtain an entry visa, which allows a stay of 15 days upon arrival in Thailand. However, Singapore is one of the countries that could stay for 30 days without an entry visa, but must obtain an entry stamp on their passports. The disadvantage of Thailands employment regulation is that it is time consuming, expensive and has a tedious amount of paperwork. Economic Following the constant tremors in the economy in 2008 and late 2011’s Euro crisis, Thailand has suffered duly in retrospect. With a staggering 41.06% debt of Thailand’s total GDP January this year and an additional 2 trillion baht for the beginning of next year (Good only at borrowing jibe haunts Pheu Thai Party, 2012), the country has much to recover from. The nation’s currency, Thai baht, has also taken a beating from the economic crisis in 2008 and 2011, falling from a high of 43.6 baht in 2002 to 29.44 baht per 1 USD today. However, it is to be noted that Thailand has come a long way since its third world country days back in the 90s. It has reduced its poverty by a third, from 27% in 1997 to 9.8% in 2002, and even has a health care policy which covers approximately 70% of its citizens (Data Thailand). Countries surrounding Thailand portray a mixed basket of economy statuses. With Myanmar slowly opening its doors to foreign investors, and Malaysia running a high risk of going into debt (Budget 2013 proof Malaysia falling into debt crisis as income slows, says MP, 2012), Thailand has to weigh its opportunities and costs with great consideration in order to maximize its potential in this crisis-stricken economy. Social/Cultural Buddhism is the main religion in Thailand (about 85%) and it greatly influences the Thais’ working attitude such as respect and politeness, forgiving and thoughtfulness. Respect is also reflected in the country’s monarchy system with military-dominated hierarchy present in both the society and workplace (Bi, 2012). In addition to their religious beliefs, modern Thais also display patience and hospitality at work emphasizing positive outlook. Thais prefer to work in a group, with ample time for completion in social environment; isolating them will lead to stress and discomfort. They have great respect for age and authority, preferring obedience and tolerance to conflict (Gross, 2001). Thai cooking is under the influence from the Chinese from southern China, Indians nearby and Malays from the south; the main dietary staple is rice. Due to the social nature and friendliness of Thai people, dishes are shared and enjoyed together. They love to eat in groups and eating alone is considered bad luck. Thais are known to take 7 meals a day; besides breakfast, lunch and dinner, they ‘snack’ a lot, savouring snacks along roadside or marketplaces anytime. Bread is becoming popular due its convenience. Baked products are expecting an annual growth of 5-6% (Jitpleecheep, 2012). Technology According to Internet World Stats, Thailand is ranked 9th in 2011 amongst countries in Asia, in terms of number of Internet users. Currently the population of Thailand is at 66.7 million; the country has an Internet penetration rate of approximately 31%, which amounts to 20.7 million in 2011 (Singapore Management University, 2012). There is a growing percentage of advertising spend with more large firms diverting a proportion of their advertising budgets to online advertising (Appendix B). Amongst the Asia-Pacific countries, businesses in Thailand are relatively active on social media channels (Kemp, 2012). As enterprises tap on social media for their business, they play on the personal touch factor that social media is able to achieve. Social media inspires and influence the behavior of Internet users, such as purchasing a product, by stimulating and attracting them to participate in online activities (New Media Trend Watch, 2012). This participation makes the purchasing process more personalized, hence increases sales. Thus, if BreadTalk intend to increase their sales in the FB industry in Thailand, they could make use of the developing social media platforms to aid in publicising the brand and its products (MVF GLOBAL, 2012). In this case, it would be more effective and they can reach to a wider audience too, bringing BreadTalk to greater heights. Environment The Thai Government has been focusing on the social and economic development for the past 35 years. Nevertheless, over the past decade Thailand has been increasingly threatened by the problems of industrial waste, hazardous wastes, natural resources degradation and water pollution (Thailand Info : Economy, 2008). Thailand has been suffering the threat of floods in the recent years. This has caused a dip in their production of rice-their staple and in their tourism industry. During the times of floods, there was a scarcity of food supplies. According to the Ministry of Natural Resources and Environment of Thailand (MNRE), since 1992 the Government has made protecting the environment one of its top priorities. Thailand can be described as a tropical and humid country throughout the year. They claim to have only two seasons, the wet and dry. The summer extends from March to June with a temperature of 320 C to 360 C and monsoon extends from July to October with temperatures averaging around 290 C (The Global Climate Change Regime, 2012). This climate is suitable for BreadTalk. The process of fermentation and baking of various types of breads needs a tropical environment. Extreme weathers would change the uniformity of the ‘raising process’ for the bread and its fermentation process. External analysis: Industry Related Porter’s 5 forces Threat of new entrants (HIGH) The threat of new entrants is high as barriers of entry are low due to the little regulations from the government, the low capital outlay as compared to other industries, low Research and Development costs, and it is likely a highly profitable market. Also, because food has always been popular with people, and people are always looking for something new and fresh, many food joints have been opening, resulting in high amount of entry candidates. What attracts consumers is the variety of food being offered, therefore BreadTalk can consider widening their variety of breads, or by coming up with new flavors seasonally so as to stay competitive with the new entrants. Bargaining power of customers (HIGH) Customers have a generally strong bargaining power due to the high competition in the Food Beverage (FB) industry. Should customers not be satisfied with BreadTalk’s provision of goods and services, they have the power to boycott and purchase from a different provider, causing huge losses to the company. BreadTalk has to constantly update itself on customers’ tastes and preferences to better cater to their needs. It should also focus on hearing what consumers have to say, to be able to meet consumers’ expectations. Bargaining power of supplier (LOW) The overall bargaining power of suppliers for the FB industry is usually low due to the similar quality of the products. Bulk purchases lead to economies of scale, further bring down the prices of the supplies. Suppliers of these FB ingredients are in abundance; many in the market that lead to price competition. However, the bargaining power of the suppliers may escalate due to climatic influence that may cause shortages in the supplies; the supplier may then choose to work with companies who are willing to pay more. BreadTalk has its advantage over the suppliers, as the ingredients and packaging material are normal goods that are available from many suppliers. Threat of substitutes (HIGH) The Food and Beverage market has a big industry span and goes a long way back into history, therefore the risk of substitutes for food is actually very high (Aswe Travel, 2011). The food vendors must take note of mutual substitution. Congruently for bread-wise, there is no need for customers to consume them, especially in Thailand where its unique food culture provides various alternatives like rice and noodles that can fulfill the same purpose altogether (Aswe Travel, 2011). Thus, there is a certain level of risk for BreadTalk’s expansion and they need to tackle into the eating habits of the population, in order to win them over. Overall, there is a high threat of substitutes in Thailand for BreadTalk. Competitive rivalry – price war, elasticity within the bread industry (HIGH) The Food and Beverage industry normally experiences intense competition. The bakery market in Thailand is increasingly growing since bread can be favored as substitute for rice. In the meantime, competitors may want to get advantage of this growing trend. With growing urbanization in Thailand, now comprising of 33% of the total population have been observed to move away from traditional open air markets to retail stores (Exporter Guide THAILAND FOOD BEVERAGE Market Profile, 2011). The competitors in this industry for BreadTalk can be roughly categorized into Cafà ©Ã¢â‚¬â„¢s Coffee shops, in-store shops in restaurants and hotels and open-air wet/flea markets. Recently over the past 5 years, there is an emergence of regional cafà © come bakery concept (Exporter Guide THAILAND FOOD BEVERAGE Market Profile, 2011). The main competitors of BreadTalk in Thailand are Ka-nom, U-Bake, Pee Pee Bakery and The Human Bakery. An analysis of the Porters’ 5 Forces reflected that despite the overall competition for BreadTalk within the industry being strong, BreadTalk is still able to sustain and achieve above average profitability due to the following: Turbulences Complexity BreadTalk is positioned at the â€Å"Moderately Complex Environment† due to the wide range of products and competitive substitutes available but low interconnectedness among the products, markets and competitors; the bakery market in Thailand is relatively small (Appendix C). Dynamism FB industry in Thailand is generally low dynamism and is said to be in a â€Å"static environment’; the intensity and frequency of change is minimal and not drastic for this industry (Appendix D). Predictability Besides the normal business cycle, other influences such as natural disaster eg flood and drought caused the environment to be unpredictable. Despite this influence, tourism is still picking up (ranking 39 in 2009 and 42 in 2008 (Blanke Chiesa, 2009)) and growth of private investment is healthy (East Asia Pacific Economic Update Navigating Turbulence, Sustaining Growth, 2011). Internal analysis: BreadTalk Strategic Competitive Advantage Consistent with the company business strategy, BreadTalk continues to seek competitive advantages (Loh, 2011) based on their unique: BreadTalk is consistently pushing out new products and upgrading of retail space to enhance customers’ experience. Their innovative achievement is strongly supported from top management to front-liners, starting from strategic planning by the top management, support from staff and feedback from customers, high quality control baking process and release of new products frequently. SWOT Analysis With the above analysis on the external and internal environment, the following SWOT is identified and a summary attached in Appendix E: Strengths BreadTalk has the capacity of preparing the raw material (dough) for all the outlets ensuring strict quality control and a team of innovative designer taking care of new product design and customer experience. Its unique branding and concept attract customers giving them new snacking experience at convenient locations. Weaknesses There is limited sales and marketing effort in place for BreadTalk leading to low brand awareness and no loyal customer base. Allocating 20% adaptation to local food culture may not be sufficient for the Thailand. Opportunities Increase in tourism business boost the growth of FB sector and Thailand being ranked no. 13 out of 133 countries who are like foreign visitors, is adjusting to accommodate the foreign visitors’ likes and dislikes (Blanke Chiesa, 2009).

Find largest digit in c program

Find largest digit in c program mumbers (positive,nagative,integer,double numbers) from the keyboard and prints area,largest number,negcount,reverse,average.*/ //including header file #include using namespace std; // main declaration void main() { //declaring variables int num; int sum1=0; float sum2=0; int negcount=0; int i=0; int largest; int smallest; float average=0.0; int temp1=0; int temp2=0; float area=0.0; int radius; int large; int small; int temp3; int b; int temp4; int temp; int poscount=0; float pi=3.14; for(i=0; i { //Reading numbers from user cout cin >> num; if(i==0) { largest=num; smallest=num; temp=num; } if(i==1) temp3=num; if( num > 0 )//Considering positive numbers { if(poscount==0) { large=num; small=num; } sum1= sum1+num; poscount++; } else { // considering negative numbers if(negcount==0) temp1=num; if(negcount==1) temp2=num; if(temp2 sum2=temp1+temp2; average = sum2/2; negcount++; } // checking the largest number of given 8 numbers if ( num { smallest = num; } if ( num > largest ) { largest = num; } //checking the smallest positive number if(num>0) { if ( num { Find largest digit in c program small = num; } if ( num >= large ) { large = num; } radius=small; area=pi*(radius*radius);//calculating the area of the circle } // reversing the first two numbers entred b=temp-((temp/10)*10); temp4=b; } //printing outputs for given inputs cout cout cout cout cout cout cout cout }

America Paper :: essays research papers

You know the feeling. You can’t turn on the big game without one. You can’t listen to your stereo system without one. DVD? Nope! Where is the damn thing? I’m holding three, but they’re not the right one. The â€Å"remote† always seem to be just that†¦ remote.   Ã‚  Ã‚  Ã‚  Ã‚  Your typical American can have anywhere from four to six to eight remotes to control any number of electronic machines. Just looking at them and trying to comprehend their function is utterly overwhelming. The sizes differ just as much as the items they control. Line the remotes up on a coffee table and they almost look like a squadron of high-powered military aircraft on the deck of an aircraft carrier capable of who knows what with all those buttons. Funny thing is the remote is almost as important to our peaceful, domestic well being as those aircraft are to our peaceful, domestic national safety. And of all the impressive aircraft we have at our disposal here in America, I think the remote is most like the stealth fighter because we’re always fighting to find it.   Ã‚  Ã‚  Ã‚  Ã‚  Take the television remote for instance. It is the king of importance and is always the hardest to find. You end up missing the first quarter of the big game because you’ve torn up the whole house looking for the now invisible remote. What happened to the stereo remote? Is it under the couch cushion or the couch itself? Is it even in the room? The other remotes don’t help because you need the specific one for the specific electronic machine. Funny thing is, despite all of their individual features, they all share one certain function: getting lost, or â€Å"going stealth† as I call it, and then the search is on for one of the many. Many Americans don’t even look at it as odd behavior to have what seems like an infinite number of remotes. Look at the many electronic machines that have remotes: TV’s, VCR’s, DVD players, CD players, stereo systems, garage doors, window blinds, car security systems, even some gas fireplaces come with remote control units! Some day every item we buy will be remote controlled in some way. For some this is a good thing, but I’m not so sure.   Ã‚  Ã‚  Ã‚  Ã‚  What are we doing? More importantly, what are the remotes doing to us? By using remotes we end up removing ourselves from contact with the things we own and enjoy.

The Good Life in Epic Narratives :: Odyssey Iliad Essays

The Good Life in Epic Narratives Classic literature juxtaposes two ways of life that illustrate the poles of true happiness: a life of adventure, exemplified by Odysseus (The Odyssey), and the life at home, which poets and farmers represent. In The Iliad, Achilleus chooses to live a short, glorious life, even though he could have chosen to live a long life in anonymity. Arguments have been put forth that the life of adventure is a living hell, as Achilleus testifies from Hades after his death - in hindsight, he would have settled for the life of a slave and given up his glory, if only he could have lived longer. Alternately, the life of the (metaphorical) farmer has been despised as simple and ordinary, when true immortality is only attained with great accomplishments, such as sacking Troy or surviving heroic adventures which are then recorded. In a modern day autobiography of the 1996 ascent of Mt. Everest (Sagarmatha to the Nepalis, or â€Å"goddess of the sky†), Jon Krakauer reveals the human motivatio n behind adventure and tells the story of the men and women who lived and died on the expeditions to the summit during that spring (Into Thin Air). With epic literature and a recent epic, I will illuminate the values of a reflective life as well as the life of adventure, and delve into the necessary components of the ‘good life.’ The Choice of Achilleus I carry two sorts of destiny toward the day of my death. Either, if I stay here and fight beside the city of the Trojans, my return home is gone, but my glory shall be everlasting; but if I return home to the beloved land of my fathers, the excellence of my glory is gone, but there will be a long life left for me, and my end in death will not come to me quickly. -Achilleus (Iliad, IX.411) The decision of Achilleus is a crucial moment in understanding how fate works in epic (Homerian) literature. Thetis tells Achilleus of his opportunity to win renown as the greatest warrior of all time, earning glory through his fearless acts in battle against a foe who is sure to overcome the Achaians. The fate of ten years of attack on Troy hinge upon the decision of Achilleus, who is given the choice to win glory for the Achaians and, more importantly, himself.

Who im i? :: essays research papers

Who are you? Who I am well†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.I’m a heterosexual female. I’m 19 years old and I was born in the 20th century. For a girl like me to have a boyfriend in this days is like- ok I have a boyfriend and? But in the 20th century, 50 years ago for my grandmother was really different. She is always telling me story about her life and in one of those story she told me she got married at the age of 13. (I didn’t find that a big deal) because now a days the girls get married in my country at the age of 11 o even 10. She told me – be quiet and listen to me. – When I got married I didn’t know my husband to be. I met him the same day I was going to marry him. I said –why? My parents choose him for me and in those days in town got married in the same way. - I was still playing with my dolls! – she told me, when she was telling me that, I felt bad because I understood what she was tying to tell me, she was force to married to somebody she d idn’t know. In those days that happened very often and there is nothing you could do about it.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   But I wanted to know what was all that about. My great-grand father was a very rich a powerful men and he had a lot of business everywhere and about his personality you can imaging how he was in those days. He never liked to loose but in some cases he did loose a lot of money. He got business with a man called Julian. Julian used to live very far away from my grand- father house actually in other town. I don’t know what happened between then but I know that my great-grandfather gave is own daughter in marriage to Julian. (Don’t ask me what the reason is) my great- grandfather is still mad at me because I tried to manipulate him. – I just wanted to know the whole story about his business and my grandmother. But he didn’t say a word after the manipulation thi ng. But it looks like he married his daughter with other powerful men like him and they both could handle good business together. That marriage didn’t last long because he was a cheater and even though my grand mother was young she knew somehow learn what was good and what was bad.

From the Large Scale Universe to the Milky Way

From the Large Scale Universe to The Milky Way Jason Norton SCI/151 Benjawan Kjornrattanawanich May 28, 2012 Cosmology is the study of the universe as a whole. Describe the foundation of modern cosmology. Cosmology is the branch of study in relation to the origin and nature of the universe (Farlex, 2012). The thoughts and opinions on how the universe began over the years was one of spiritual and scientific. Through beliefs of the Bible and followers of the faith it is believed that God created the universe and everything in it. From a scientific view it is believed that the universe was created by The Big Bang.Throughout time many astronomers and scientists pushed the envelope to prove that the universe was not created by God but instead created by one force in space that over time has further developed what is on Earth and out in the universe. Most of the scientists and astronomers back in time were followers of the religion and almost had their own beliefs lead them into the wrong direction. It was not until such people as Galileo, Copernicus, and Sir Isaac Newtown that further proved The Big Bang Theory caused the creation of the universe.Galileo theory of the Earth revolving around the sun had him almost executed by the Roman Catholic Church. Galileo’s use of the telescope marked him as a modern science marvel. His discoveries spanned from the moons of Jupiter to the moon. In relation to cosmology, Galileo’s contributions to the understanding of the universe and how it begun helped shape the modernization of cosmology. It was not until later that Galileo’s contributions were proven to be liable and relative. Present-day cosmology continues to make theories and observations in attempt to prove out or further discover the realms of the universe.The Big Bang theory is a part of cosmology. Explain the Big Bang theory and provide an example of one experiment scientists performed that supported it. The Big Bang Theory has been thought to have begun approximately 15 billion years ago with an explosion that created where people live and everything around us in the universe. This matter and energy in space was held in one area and when the Big Bang happened it helped to lay the foundation of the universe. It help to create and layout the universe and continues to this day to still happen based on scientific observations.Edwin Hubble has credited with the source of the foundation behind the Big Bang with the use of the Hubble Telescope. Hubble’s observations and discoveries of the Milky Way Galaxy and beyond just scratched the surface for astronomers and scientists when it relates to what is out there. An example of one experiment scientists performed that supported the Big Bang theory was, â€Å"Einstein's General Theory of Relativity (1916) is a generalization of Newton’s Law of Gravity. Gravity is described as a distortion of space and time.The Cosmological Principle is an assumption that matter in the uni verse is uniformly distributed when averaging over large-scales, and that the distribution of matter is homogeneous and isotropic. This laid the foundation of the Big Bang Model, which was â€Å"Big Bang Theory = General Theory of Relativity + Cosmological Principle† (Welser-Sherrill, 2007, pg. 1) The Milky Way is just one galaxy that resulted from the Big Bang. Describe the structure of the Milky Way and how dark matter influences it. The Milky Way’s structure is that of a spiral with approximately 400 billion stars.The Milky Way contains gas and dust among its three distinct makeup components; halo, nuclear bulge, and the disk. 1. The halo is a makeup of the oldest stars. 2. The nuclear bulge (center of the galaxy) its view cannot be seen clearly because of the dust and gases. 3. The disk section of the galaxy is where the Earth lies along with the Sun and other planets and stars. The halo section of the galaxy is the larger part of the galaxy but due to dust and gas es it is not clear just like the nuclear bulge.This material, which is not clear, is known as dark matter. Dark matter which is not visible is believed to help influence the gravitational effects on other matter within the galaxy. When was dark energy discovered? How has that discovery changed our view of the universe? In the late 1990s dark energy was observed through a supernova causing the expansion rate of our universe to accelerate. This dark energy has changed the view of the universe because scientists expected the expansion to slow down but in fact it is going faster due to this energy.What is a theory of everything? What does it aim to do to our understanding of the universe as a whole? â€Å"The theory of everything is believed to believe the ultimate theory of the universe of which a set of equations capable of describing all phenomena that have been observed, or will ever be observed† (Laughlin ; Pines, 2012, pg. 1). This theory will help improve the understanding of what makes up the universe, which is not explained or well-known. Some of those areas would be black holes, evolution of the universe, and etc.References Farlex. (2012). Cosmology. Retrieved May 27, 2012 from the Free Dictionary Website: http://www. thefreedictionary. com/cosmology Welser-Sherrill, L. (2007). A History of the Universe. Retrieved May 27, 2012 from the Star Teach Astronomy Education Website: http://www. starteachastronomy. com/universe. html Laughlin, R. , ; Pines, D. (2012). The Theory of Everything. Retrieved May 27, 2012 from the Star Teach Astronomy Education Website: http://www. pnas. org/content/97/1/28. full

A Study of Ethiopian Immigrants in Toronto by Ilene Hyman

A research on the Ethiopian immigrants in Toronto was done by; Ilene Hyman, Sepali Guruge and Robin Manson. Their main concern was the impact of migration on marital relationships among the newcomer Ethiopians in Toronto. The purpose of this essay is to review the research and the methodology used.The Ethiopian population in Toronto is growing hastily. There were 35,000 Ethiopians in Toronto by 2001, according to the Ethiopian association in Toronto. Ethiopia is a war torn country and many of its citizens have sort refugee status in other countries. However, only a small percentage of Ethiopians have migrated to Europe. Most of the immigrants surveyed could not speak French or English when they entered Canada.The survey on the female immigrants revealed that face challenges like unemployment, discrimination, housing, loss of social status, culture shock, language barriers and lack of credibility for employment. However, experiences for the women have not been the same. For some reloc ation gave them cost-effective sovereignty and administrative power within their households.On the other side, there are those whose position within their family has not changed.   Researchers believe that change in gender role that comes about due to migration is responsible for most of the marital conflict. This is especially so if the change in gender roles is not matched by a change in perception and attitude in the spouse (Jewkes, 2002).The report is concerned with the impact of migration on marital relationships among newcomer communities, with an emphasis on Ethiopians in Toronto. The authors investigate what effects migration has on marriages and how the couples adopt to the new circumstances. The research data was derived from married, divorced and separated couples that had recently migrated from Ethiopia to Toronto. The aim of the study was to find out the changes in the lives of new Ethiopian immigrant couples and the impact the migration had on the change in their mar ital relationship.Importance of the researchThe location of marriage in the civilization today needs to be carefully assessed. Cases of break up, separation, marital aggression and physical attack are on the rise.Past sociology, research has not given attention to the effects of migration on society and the impact on the family structure. Therefore, it is very significant to study the results that migration has on marriages.The methodology usedThe research had two phases; to evaluate the risk of marital conflict among Ethiopian couples who had migrated to Canada. (Phase 1); to examine conflict among Ethiopian men and women who were divorced or separated after migration to Canada (phase 2). The objectives for the research were set, participants recruited, data collected and then analyzed (Ottawa, 2001).For the first phase participants had to be Ethiopian immigrants who were married or living together pre-migration. Both partners had to give their consent for the process.The second ph ase targeted couples that separated or divorced post-migration. Various methods were used to attract participants such as newspaper ads, flyers at Ethiopians social events, word of mouth and so on. Participants for the first phase were easier to recruit compared to those of the second phase. Honorarium was given for participation; $50 (phase 1) and $75 (phase 2).Data was collected through interviews and demographic questionnaires. The survey also included the past of the pair preceding migration. Two Amharic-speaking Ethiopians, trained in research (male and female) assisted in data collection.This was commendable in order to overcome any language barrier. The participants were given a choice as to who should interview them whether, male or female. However, according to the report a pre-test indicated that the participants did not give preference to any particular sex.The participants were interviewed separately so that the presence of the other spouse could not influence their resp onse. After analyzing, the data collected from the interviews focus groups were formed according to sex. The aim of the focus groups was to verify or refute the findings of the data collected.Focus groups were however, not conducted for separated or divorced couples. The Ethiopian community associated some kind of stigma due to divorce. This was evident due to the low turn up of divorced couples.All the interviews and focus group debates were put on audio tape, written down and interpreted into English. The findings of the research focus on several themes such as; change, adaptation, conflict and resolving differences among the couples (Attaca & Berry, 2002).