Nestles Marketing Mix

Introduction Today’s business environment presents numerous challenges for new and existing organizations. As such, business entities have had to come up with effective and efficient operational strategies in order to remain relevant and profitable in an increasingly competitive arena.Advertising We will write a custom essay sample on Nestle’s Marketing Mix specifically for you for only $16.05 $11/page Learn More To achieve this aim, marketing tools and strategies have been used extensively to ensure that a business meets the needs of the customers, has a competitive edge over its rivals and remains profitable in aggressive market situations. Kotler et al (2005) define marketing as the process through which a business plans and executes its concepts regarding products, prices, promotion and distribution of goods and services in order to facilitate exchanges that optimally satisfy the consumer’s and organizational needs, goals and obj ectives. Marketing Mix: 4 P’s of Marketing The marketing mix is arguably the mot important aspect in marketing. This is attributed to the fact that it covers the basic concepts (4 P’s) of successful marketing. These concepts are price, place, product and promotion. Is used wisely, the marketing mix leads to successful marketing strategies, which in turn guarantees profitability, consumer loyalty, competitive advantage and increased market share for an organization. This paper shall set out to analyze the market mix of Canada based Nestlà © company. The strategies used to determine the product, price place and promotion of goods and services offered by this company shall be discussed and an analysis of the Strengths, Weaknesses, Opportunities and Threats affecting the company’s market provided. The effects of using social media in Nestlà ©Ã¢â‚¬â„¢s marketing plan shall also be evaluated. Nestlà © Canada: Company overview Nestlà © Company was founded in 1867 a fter the founder saw an untapped opportunity in the production of milk-based baby formula. The product quickly gained prominence due its nutritional value and acceptability by the target population. Since then, the company has been actively involved in the production of nutritional food and beverages.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Nestlà © Company is the largest Food and Beverage Company in the world with an employee base of over 280, 000 employees working in the company’s factories in almost every country in the world (Nestlà © Canada, 2012). As a result of this global reach, high reputation and quality products, Nestlà © Canada Inc. records over $1 billion in sales. Nestlà © Canada marketing mix Assessment Products Kotler et al (2005), state that the product aspect of the marketing mix refers to the total concept being offered to the consumer. As such, product consist s of the intangible aspects of the product (brand name, product line and customer services) and the tangible aspects such as raw materials used, features and accessories. Nestlà © Canada offers a variety of products that cater for different needs of the target consumers. The variety of products offered to consumers enables the company to reach a larger market base since they have different products for everyone. The table below shows the product line and products offered to cater for different needs of the consumers in the Canadian market (Nestlà © Canada, 2012). Table showing products and services offered by Nestlà © Canada From this table, it is evident that Nestlà © Canada offers a variety of products brands that cater for different needs of various clients. Having such a wide variety of products has played a pivotal role in ensuring that the company stays ahead of competition and has a wider market share. Consumers have a wide range of products to choose from. As s uch, the need to get substitutes from other companies is minimized.Advertising We will write a custom essay sample on Nestle’s Marketing Mix specifically for you for only $16.05 $11/page Learn More Price Arguably, one of the selling points of Nestlà © Canada has been its ability to consistently provide quality products to its clients at competitive and affordable prices. Price is mainly determined by the cost of production, quality of the product and availability of substitutes. However, Nestlà © Canada has had a competitive advantage in this regard due to its reliance on the vast resources and skills acquired by the parent company over the century. This enables Nestlà © Canada to produce quality products at low costs, thereby enabling the company to avail its products to clients at an affordable price. While some of the substitutes offered by competing firms are cheaper, the quality of Nestlà © Canada’s product still remain unmatched. Place Nestlà © Canada has forged strategic alliances with various retail and wholesale vendors and distributors. As such, the products of the company can easily be found in all locations through various outlets such as convenience stores, drug stores, grocery outlets, vending machines, discount stores and supermarkets among others. This distribution strategy enables Nestlà © Canada to reach its clients far and wide. In addition, it fosters consumer loyalty since the products are easily accessible and constantly available to clients everywhere. Promotion Nestlà © Canada uses various advertising and promotion strategies such as TV and radio advertisements, print media and online advertising in various websites. In addition, the company uses discounts and special offers to attract more consumers. To promote various brands, Nestlà © Canada uses witty slogans on their products packaging and advertisements that seek to raise the image and lifestyle positioning represented by the prod uct.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More These strategies have seen products such as KitKat and Nestlà ©Ã¢â‚¬â„¢s Smarties record strong brand loyalty and market positioning over the past few years (Nestlà © Canada, 2012). This is attributed to the implied message this promotional strategies send to target markets. SWOT Analysis of Nestlà © Canada Strengths Nestlà © Canada provides its market with strong brands that offer consumers unique tastes unmatched by rival companies. The products are made from the finest raw materials and subjected to intensive research in order to guarantee safety and quality for consumers. Due to its access to vast resources owner by Nestlà © Company, Nestlà © Canada has adequate resources for research and technology, which enables the company to continue being creative and innovative. With such resources, Nestlà © Canada is better placed to improve on their products, come up with new products and offer competitive prices to consumers. This minimizes competition and boosts profitability si nce Nestlà © Canada rides on the good reputation developed over the years by the parent company. The efficiency of the selected distribution channels ensures that Nestlà © Canada’s products reach more consumers and are readily available. This guarantees consumer loyalty and market expansion. Weaknesses Most of the products produced by Nestlà © Canada target consumers between the ages of 16 and 24 years old. This market segment consists of people that do not have a lot of disposable income, work part-time and are cautious about what they eat. This means that the majority of the populations are not well represented. Competitors who offer more products for these market segments may therefore use this weakness to their advantage and displace Nestlà © Canada’s market position. In addition, some of the brands produced by Nestlà © Canada have little dominance in the Canadian market. This is an indication that Nestlà © Canada’s brands campaign is not as effective as it ought to be. Due to this weakness, competitors such as Cadbury and Hershey Canada have launched substitute products that are increasingly dominating the market. Opportunities As mentioned earlier, Nestlà © Canada has access to vast resources attributed to the parent company’s pool of international branches. These resources can be directed towards training and retraining marketing personnel to facilitate marketing efficiency. Market segmentation in the food and beverage market is not fully exploited in Canada. As such, Nestlà © Canada can come up with more products that service the needs of potential consumers within the ignored product lines (baby nutrition, healthy nutrition and sport nutrition). Threat The main threat for Nestlà © Canada emanates from the fact that the company is in its maturity stage in the production cycle. This means that not much can be done to improve the products since they have attained the best level of quality and consumer loyalty is high for these products. With this in mind, competitors may come up with products that are similar to those produced by Nestlà © Canada because they are certain that consumers prefer those products. Solutions to the negative aspects of Nestlà © Canada’s market mix As has been mentioned herein, the main threat to Nestlà © Canada marketing mix is competition from new and existing companies through product differentiation. This can be solved by developing and marketing new products that attract new market shares. In so doing, the company will be able to maintain its reputation, all the while providing new and existing consumers with more products. In regard to poor brand campaign strategies, training may help the marketing department develop up to date strategies for effective marketing. In addition, adopting sales maximization strategy rather than a profit maximization strategy while marketing the less dominant brands may influence more consumers into buy them. This can be done b y reducing the prices and providing special offers for such brands. Impact of social media to Nestlà © Canada’s marketing mix Social media have been instrumental to the marketing strategy of Nestlà © Canada. This is attributed to the fact that social media outlets provide a cheap and convenient platform through which market, product and pricing research can be done. Through various websites, marketers can get feedbacks on how a product is or how it can be improved. In addition, consumers can comment on what they want in new products. Also, companies can get valuable information about competitors through social media forums. Conclusion This paper set out to assess the marketing mix of Nestlà © Canada. To that end, the product, price, promotion and place aspects of the company’s marketing strategy have been discussed and an analysis if the strengths, weaknesses, opportunities and threats of the same offered. Solutions on how the flaws in the company’s marketing strategy can be alleviated have also been provided. The impacts of social media as marketing channels have also been highlighted. If used wisely, the marketing mix can enable companies market their products and services efficiently and successfully. References Kotler, P. et al. (2005). Principles of Marketing, Sixth Canadian Edition. New York: Pearson/Prentice Hall. Nestlà © Canada. About Us. Retrieved from https://www.corporate.nestle.ca/en/aboutus This essay on Nestle’s Marketing Mix was written and submitted by user Davian Reed to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Essay Topics For Young Goodman Brown

Essay Topics For Young Goodman BrownFor essays for young adults, there are several essay topics for young Goodman brown. The topic can be as easy or as complex as the writer chooses, but the more interesting and difficult the essay is, the more credibility the essay will have.The essay topics for young Goodman brown should be written within the framework of his new role at work. Goodman's jobs are full of frustrations and non-stop pressures. Therefore, Goodman must go through a lot of 'business meetings' in order to be able to handle the tasks he has been assigned.Writing tasks are very tough and some can even be rather draining. The frustration, the writer must experience at work is so high that he may actually lose his self-esteem. The stress and fear are so great that it becomes hard for him to think straight. However, due to his unenviable working conditions, he has lost all the positive thoughts that once characterized him.An essay topic for young Goodman brown should address th is problem in the most effective manner. It must involve some sort of personal reflection on the reasons why the worker is now working under such circumstances. The writer should write something about the struggles he faced in his past that led him to this situation and then come up with a new and realistic outlook on life. To do this, he should employ the use of colorful language and a strong vocabulary, and he should make use of anecdotes that are fresh and not old-hat.The topics for young Goodman brown can deal with his positive attributes such as his likability, his interesting personality, his abilities and his keen sense of humor. Whatever the topic is, the important thing is that the writer must begin it by attacking the problem and then examine his career success.Goodman's career was always in trouble until he discovered his entrepreneurial skills. He had a hard time in getting his foot in the door at his job, so he started his own business, which was quite successful and be came a cash cow. But when he did this, he realized that he no longer needed the money he had made in his own business.He realized that he needed to set aside some time to enjoy life with his family and friends. However, he kept postponing his escape and he never escaped the pressure. His high school days were most challenging as well. Thus, he successfully made it to adulthood with all the problems and hardships he faced in his youth.

King Williams War in America

King Williams War in America King James II came to the English throne in 1685. He was not only Catholic but also pro-French. Further, he believed in the Divine Right of Kings. Disagreeing with his beliefs and fearing the continuation of his line, leading British nobles called upon his son-in-law William of Orange to take the throne from James II. In November 1688, William led a successful invasion with approximately 14,000 troops. In 1689 he was crowned William III and his wife, who was James II daughter, was crowned Queen Mary. William and Mary ruled from 1688 until 1694. The College of William and Mary was founded in 1693 in honor of their rule. Upon their invasion, King James II escaped to France. This episode in British history is called the Glorious Revolution. King Louis XIV of France, another strong proponent of Absolute Monarchies and the Divine Right of Kings, sided with King James II. When he invaded the Rhenish Palatinate, William III of England joined the League of Augsburg against France. This began the War of the League of Augsburg, also called the Nine Years War and the War of the Grand Alliance. Beginning of King Williams War in America In America, the British and the French were already having issues as frontier settlements fought for territorial claims and trading rights. When news of war reached America, fighting broke out in earnest in 1690. The war was referred to as King Williams War on the North American continent. At the time that the war started, Louis de Buade Count Frontenac was the Governor General of Canada. King Louis XIV ordered Frontenac to take New York in order to have access to the Hudson River. Quebec, the capital of New France, froze over in the winter, and this would allow them to continue to trade throughout the winter months. The Indians joined with the French in their attack. They began to attack New York settlements in 1690, burning down Schenectady, Salmon Falls, and Fort Loyal. New York and the colonies of New England joined together after meeting in New York City in May 1690 to attack the French in return. They attacked in Port Royal, Nova Scotia, and Quebec. The English were stopped in Acadia by the French and their Indian allies. Port Royal was taken in 1690 by Sir William Phips, the commander of the New England fleet. This was the capital of French Acadia and basically surrendered without much of a fight. Nevertheless, the English plundered the town. However, it was retaken by the French in 1691. Even after the war, this event was a factor in the deteriorating frontier relations between the English and the French colonists. Attack on Quebec Phips sailed to Quebec from Boston with around thirty ships. He sent word to Frontenac asking him to surrender the city. Frontenac responded in part: I will answer your general only by the mouths of my cannon, that he may learn that a man like me is not to be summoned after this fashion. With this response, Phips led his fleet in an attempt to take Quebec. His attack was made from land as a thousand men disembarked to set up cannons while Phips had four warships attack Quebec itself. Quebec was well defended both by its military strength and natural advantages. Further, smallpox was rampant, and the fleet ran out of ammunition. In the end, Phips was forced to retreat. Frontenac used this attack to shore up the fortifications around Quebec. After these failed attempts, the war continued for seven more years. However, most of the action seen in America was in the form of border raids and skirmishes. The war ended in 1697 with the Treaty of Ryswick. The effects of this treaty on the colonies was to return things to the status quo before the war. The borders of the territories previously claimed by New France, New England, and New York were to stay as they were before hostilities began. However, confrontations continued to plague the frontier after the war. Open hostilities would begin again in a few years with the beginning of Queen Annes War in 1701. Sources:Francis Parkman, France, and England in North America, Vol. 2: Count Frontenac and New France Under Louis XIV: A Half-Century of Conflict, Montcalm,  and Wolfe (New York, Library of America, 1983), p. 196.Place Royale, https://www.loa.org/books/111-france-and-england-in-north-america-volume-two

Little Prince Reaction Paper

Little Prince Reaction Paper Little Prince Reaction Paper Little Prince Reaction Paper: The Process of Writing Have got an assignment to write a reaction paper on the Little Prince but do not know what to begin with? Reading of this article will help you to put your thoughts together! So, in what way can you write a good little prince reaction paper? Lets split your work into 3 main steps: preparing, writing and checking. There is no doubt that the first stage in the preparation for writing of the little prince reaction paper is reading of this wonderful childrens story even if you have already read it. To write a reaction paper on a book you should not only have the general idea about this book (know the characters, the plot and the ending) but also make the deep analysis of it. To do that you should study the book thoroughly. After you have read the story try to analyze it: define the main idea (what Antoine de Saint-Exupry wanted to say by writing this story), characterize the main characters (the Narrator, the Little Prince, the Fo x, the Rose, the Snake, the King and others). Remember: before writing your paper you should make a thesis statement. It will be the main point that your paper will prove. Define what exactly has touched you most of all: the issue of childhood and adolescence or the idea of the protection of the world we live in, for example. In this case you will have a lot of thoughts to write in your little prince reaction paper.When writing your little prince reaction paper you should keep all the writing requirements. Do not forget that your paper should contain such parts as the introduction, the main body and the conclusion. Editing is a very important process. Re-read your little prince reaction paper thoroughly several times in order to identify and correct all grammatical, punctuation or syntactical mistakes. When getting down to your little prince reaction paper, pay attention to the following points:Never postpone your writing for the last day. Although a reaction paper is not a large work it may play a significant role in your study. Like any academic paper a reaction paper should be well-structured. Pay your attention that all the paragraphs of your little prince reaction paper should be interrelated and prove the same idea the paper thesis statement. All your thoughts should be clear and understandable.So, this information will help you to write your little prince reaction paper. Anyway, if you face any difficulties, do not hesitate to contact us! We are always ready to help you in your study!

BRIEF CASE Coursework Example | Topics and Well Written Essays - 250 words

BRIEF CASE - Coursework Example Vernon’s motion for summary judgment. The City was not supposed to grant preferential treatment to employees under USERA. The retaliation and negative comments allegations forwarded by Crews did not constitute materially adverse claims. The issue in this case is determining whether the district court was correct in ruling the summary judgment in favor of the City of Mt. Vernon. The City and its agents allegedly rescinded Crews’s work scheduling policy, denied Crews opportunities for personal development, made negative comments towards him and retaliated against him. The police Department denied Crews his benefits of employment, an action that is against 38 U.S.C Section 4311(a); the benefit of employment defined in this section are provided to both military and non-military employees. The department has fixed Crews’s days off on Mondays and Tuesdays, limiting him the opportunities for bidding his preferred days of the week. Crews alleges that the defendants retaliated by denying to permit his desire to attend FTO classes after he was promoted to corporal position; this action denied Crews opportunities for his career

Business and Law - short story Case Study Example | Topics and Well Written Essays - 1000 words

Business and Law - short story - Case Study Example Apart from this she also had to undergo mental stress as she had lost her prestige. Sarah suffered physical injuries and mental agony because she got a t-shirt from a sale conducted by Cameron at her hotel. Just because she wore the t-shirt which had toxic material, Sarah suffered rashes all over her body and she was admitted to the hospital. She had to spend almost 6 weeks at the hospital. Finally when she was better the rashes left scars all over her body due to which she could not negotiate a movie deal with a major movie studio. The manufacturer has to use reasonable skill and care in the circumstances (ie. if the possible injury is very serious then the manufacturer will have a heavier duty, if the chance of injury is remote, the duty will be greater than if the chance of injury has a greater probability). When the facts indicate some negligence (eg. a snail in a bottle), the consumer does not have to prove how the manufacturer was negligent. The manufacturer has to prove that they did meet the standard of care. Based on the above Sarah has every right to take action against Cameron. She can sue Cameron in the court of law. Sarah's physical injuries caused by wearing the t-shirt resulted in her cancellation of a major movie contract. This was only because of the negligence on the part of Cameron who sold the t-shirt. Sarah also has the right to claim for emotional distress. The law says that if emotional distress causes physical injury in this case (Sarah's skin rashes) then the claimant who suffered emotional distress can make a claim. 3. Issues of the case: The gasfitter knowingly did damage to the pipeline of the hotel. Action: Sam can take legal action against the gasfitter. He can sue the gasfitter in the court of law and can also claim damages for negligence caused by him. Sam due to the negligence of the gasfitter had lost around $80,000 because it took 8 days to start the business after the gasfitter had tampered with his gasoline. 5. Sam the hotel owner had filed a claim for damages with her insurance company. In this case the insurance company has every right to deny her claim because it is evident that Sam has been inviting trouble from the whale rights activists 'Dignity for Whales'. She went against the law by selling whale meat. Sam had renewed the insurance policy and there was a contract with him and the insurance company. The insurance company cannot deny the claim. But since Sam had invited the damages she has no right to claim. With regard to the second attack, from the problem it is not clear as to why his hotel was attacked for the second time. Probably if she had carried on to serve whale meat then she has no right to claim. But if Sam had not continued serving whale meat then he has a right to claim from the insurance company. 6. Issues of the case: Cameron suffered loss of her stock due to fire. She had lost 95% of her stock but the insurance company paid her 100%. The issue is that whether Cameron can keep the sale

Personal Communication as Assessment

Personal Communication as Assessment Good communication is as stimulating as black coffee and just as hard to sleep after, Anne Morrow Lindbergh. When I read this quote I was so much fascinated by the great effect personal communication in classrooms. Although, the question is: How can I best use my direct personal communication with my students during teaching to afford a feed back about their achievement? How can I use assessments based on personal communication to tap information and understanding, as well as evaluating critical thinking and application skills? In fact, personal communication as assessment can be fulfilled through many forms such as instructional questions and answers, class discussions, oral exams, student journals, diaries, conferences and interviews, and learning logs. Instructional questions and answers: Throughout my explanations of different scientific topics in my classes, I watch the expressions on my students faces. Besides, the various questions that the students ask tell me whether they are learning the material or not. But on the other hand, I always pose questions that help me figure out how well are they really learning and, perhaps more significantly, what can I do to improve their learning? Afterwards, data on student learning are analyzed and consequently the results inform me how instruction should most effectively proceed. Therefore, throughout my lesson plan the suggested questions must be designed to serve the diverse objectives of the lesson carefully such as analysis, comparisons, classification, etc. The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question, Peter Drucker. Whereas, I as a teacher need to broaden my listening so that I dont listen only to correct answers that I want to hear but also push further to listen to reasoning behind the answer. Moreover, sometimes correct answers mask confusions therefore I have to probe students answers to pick up misconceptions. Instructional questions and answers have much strength such as providing me with an ongoing feedback about my students achievement, probe reasoning and deepen their understanding and serves to give me insights into how my students think. On the other hand, instructional questions and answers have some weakness as it is time consuming and also it needs an experienced teacher as unclear and prolonged questions can hinder students focus on a relatively narrow range of acceptable responses. Conferences and interviews: Despite of the fact that our subject area science is not a healthy media that enrich the use of this form of personal communication, sometimes I do ask my students to perform interviews. For example, I asked them to make an interview with the school doctor or any other doctors as an application on the digestive system. I together with my students plan the questions in advance where, I guide them to ask questions that help connect what we have studied to real life applications. For example, I didnt include in the list of questions what are the parts of the digestive system or what are the functions of each on the other hand, I direct them to questions such as what is the suggested menu for a diabetic, hepatic or pregnant woman? If we have an athletic person, what do you advice him to do regarding his meals and nutritional habits? Of course from the strengthens of conferences and interviews in classrooms is that it helps teachers to show friendship, trusts, and interest in students and also helps students to perform additional work and enjoy the class as it motivate both the teacher and the students. The main weakness of conferences and interviews is that it consumes great amount of time that is why I always perform these types of communication assessment during the activity classes. Another drawback in such way of assessment is that the teacher cant help being biased to the interview points that appeals more to her interest. Class discussions: As cited in chapter 8 in Stiggins (2008): class discussions have the simultaneous effect of promoting both student learning and their ability to use what they know. Throughout my experience, I discovered that for classroom discussions to be effective, the teacher must act like a maestro that guide and lead an orchestra. In other words, the teacher has first to illuminate the purpose of the discussion, lead the students speech, identify the roles and prepare them for the discussion with questions, which they have to share in their preparation, and assignments. Second, the teacher has to clarify for the students the criteria or the rubric with which she is going to evaluate the discussion as this will minimize as much as possible the weakness of classroom discussions as a form of personal communication which are the difficulty in grading, avoiding being biased to one way of the conversation and students competing with one another rather than cooperate on learning tasks, as emphasized b y Stiggins (2008) Be sure the students are aware of your focus in evaluating their contribution. Are you judging the content of students contribution or the form of their contribution? On the other hand from the main strengths of class discussions are: opening a way of testing and exploring new ideas, students acquire information and insight from diverse points of view, they recognize and investigate their assumptions and consequently these conversations provide practice with problems and concepts. A teacher who is attempting to teach, without inspiring the pupil with a desire to learn, is hammering on a cold iron, Horace Mann (1796) Oral examinations: Despite of the precious and valuable academic and social skills that are gained by the students in practicing oral examination, not all find oral exams as easy, as to write. Some find it harder to express themselves. I believe that it is the teachers role to train the students on this type of personal communication assessment because both the pressures and time factor can cloud the mind with stress, and it is only with practice that the mind will relax and be able to think clearly. I think this can be achieved by starting with easy questions that act as ice breaking and afterwards I as a teacher can smoothly go deeper into the subject. As cited in Stiggins (2008) Clearly, the major argument against this assessment format is the amount of time it takes to administer oral exams. However, within my classes I overcome this problem by informing my students since the beginning of the school year that I am going to start each lesson by choosing four to five students to be asked oral questio ns on the previous lesson and the graded mark represent one of the three quizzes that I have to do every month. As the time passes and through the relaxing learning atmosphere the students acquire the hidden strengths behind oral examinations such as, the practice in structuring answers and organizing the material and the understanding of it. Journals and logs: As cited in Stiggins (2008) written records accumulate over time, you can use them to help students reflect on their improvement as achievers- the heart of assessment FOR learning. In spite of the great importance of reflective journals and logs in education, I as a science teacher cannot make use of it as a helping tool in assessment as ca do the English teachers. Whereas, I do ask my students to reflect in a very different and unique way that are related to our subject area for example, I always ask them to write down their observations, conclusions and their suggestion in various scientific topics that we go through in the lab. Putting hands on activities and reflecting on these experiences, highlights the strengths of this type of communication assessment such as: summarizing ideas, experience and opinions besides, viewing the academic and personal growth by reading past entries. On the other hand I cant see any weak points in writing journals except that I feel jealous of the En glish teachers because they can make perfect usage of this assessment tool. Throughout my own experience one of the merits of the AUC course is that it gives me the opportunity to go into the habit of writing reflective journals. Ways in which a teacher can maintain quality control when using personal communication as assessment in the classroom Using personal communication in combination with other methods can deepen our perceptive of student learning. By exposing our students to assessments that depend on personal communication, we can set them up for dynamic and successful education. Together with other methods, assessment based on personal communication is a victim to avoidable sources of bias that can misrepresent results if we are not careful. To circumvent the challenges of personal communication and ensure validity and reliability of the assessment, the questions must be on the spot to cover the decided achievement targets, and choose appropriate measures of evaluating answers which are clear for both the teacher and the students. There are three problems that represent limiting factors against the usage of personal communication as assessment which are: first the problem of forgetting, second the problem of filters and third the challenge of sampling. As emphasized by Stiggins (2008) in chapter 8 (Personal Communication as Assessment), to defeat the first problem the first reason for caution is that we must remain mindful of the fallibility of the human mind as a recording device. I trust that the only way to overcome this problem is to keep a written record for each student that reflects his achievement in a register form. Regarding the second problem, I was really impressed by Stiggins (2008) as he said if we establis hed norms of student performance according to gender, ethnic heritage, cultural backgrounds, physical appearance, linguistic experience, our knowledge of the students prior achievement, or any of a variety of other forms of prejudice all potentially unrelated to actual achievement we allow bias to creep into assessment, resulting in unreliable scores. I think that the best way to avoid these bias problems is to set a rubric for every single detail that we are going to assess. As for the last point which is the challenge of sampling, to overcome it and ensure the reliability of personal assessments, we have to set the targets clear and create the warmth atmosphere of the classroom in which we ask clear sufficient number of questions that enhance the students the opportunity to express their thoughts and ideas in a fair way.