Managing Marketing Activities At Sainsburys

Managing Marketing Activities At Sainsburys J Sainsbury plc was founded in 1869 and at present day it operates a total of 890 stores comprising 547 supermarkets and 343 convenience stores all over UK. It jointly owns Sainsburys Bank with Lloyds Banking Group and has two property joint ventures with Land Securities Group PLC and The British Land Company PLC. The Sainsburys brand is built upon a heritage of providing customers with healthy, safe, fresh and tasty food. Quality and fair prices go hand-in-hand with a responsible approach to business. Sainsburys stores have a particular emphasis on fresh foods and it continuously strives to innovate and improve products in line according to customer needs. It serves over 19 million customers a week and has a market share of over 16 per cent. Sainsburys large store offers about 30,000 products and complementary non-food products services. TRENDS AND ISSUES: Competition Market. Rising Unemployment. Addition of internet preference and new stores required. Changing consumers awareness Decent awareness of products (Mintel 2008) (Euro monitors 2007) PEST ANALYSIS: Political: Corporation tax is essential for every business. In the UK, VAT increased up to 2.5% and for that reason customers or consumers have to pay more to purchase VAT related product. Sainsburys hundreds of products currently on promotion instore and online will also be exempt from any price increases as a result of the 2.5% VAT increase. (Sainbury 2010) So Sainsburys have to pay a large amount of corporation tax every financial year. From the corporation tax government can earn a lump sum amount. (ProQuest 2009) Economical: The rapidly increasing global food crisis have lead to increased food prices all over the world impacting greatly on the margins of the organizations leading to increased cost to consumers. Due to recession, the condition of super market industry is very bad and Sainsburys are no exception from that. Furthermore, the rising fuel costs have created more negative implications right throughout the supply chain of Sainsburys. Social: Due to Globalization every organization is trying to reduce the use of non recyclable items. Sainsburys are planning to plant more than 2 million trees within the next five years. At present UK Government is also putting more emphasis to consume organic food. This plantation strategy might help to increase the number of organic products in a yearly basis. (J-Sainsbury 2010) Technological: The Internet accounts for 8% of global advertising spend and is growing rapidly one of the greatest downsides of supermarket shopping are the queuing system. Self checkout machines, employed by Asda and Tesco, are proving positive results especially for customers who have to queue up for very few items. Furthermore, self checkout machines could help in Sainsburys opening stores for 24 hours which might help boost sales. Porters 5 Forces analysis: Competitive rivalry: Sainsburys has a market share of 14.9% in 2007, which is steadily increasing since its restructuring programme that started in 2004 (Annual Report 2007). This is a positive trend but it lags well behind the market leader Tesco, showing that there is considerable distance to cover. Tesco, Asda, and Morrisons are the three big supermarket chains in the UK retail sector. All of them have a different competitive advantage over their competitors. Sainsburys reach in the convenience stores makes it have a larger customer reach. Threat of entry: Barriers to entry are extremely high in the food retail market due variety of factors. Firstly, organized retail is amongst the most sophisticated sectors within the UK and needs a lot of investment, along with significant brand development, which takes years to establish (Doyle 2002). Secondly, retail is also at an advanced stage within the UK and most of the western world, which means there is less scope for new entrants to establish themselves. Local knowledge is extremely crucial within the food retail sector, something that is difficult for foreign firms to replicate. This is corroborated by the presence of few global supermarkets in UK. Threats of substitute Products: The retail market is always trying to converge and assimilate new innovations with respect to food products or alternative businesses, to make shopping an extremely pleasurable experience. This makes them extremely difficult to substitute The only major threat of substitute is an internal industry threat whereby one supermarket can lap up the business of other supermarkets. (Blythe 2006) . (ProQuest 2010) Power of Supplier: Supplier power is usually more complicated as it is difficult to categorise it. It can be argued that if supermarkets do not sell their products consumers will shift loyalties, making suppliers very powerful. However, if the products of big companies do not reach supermarkets, their sales volumes will be affected hugely. The relationship might change depending on the situation of the big branded supplier, for example, when sales of Cadburys dairy milk increased through the successful Gorilla ad campaign (Wiggins and Urry 2007) (Kotler 2006) Buyer Power: Buyer power is high in this industry simply due to the presence of so many competitors selling the same products. It is only differentiated in price and consumer loyalty and increasingly on green credentials. Moreover, the switching costs are low for consumers. As the economy goes further towards recession consumers needs are likely to be given more weight, increasing their power considerably. (Blythe 2006) (ODoherty 2008) Weaknesses Sales decreasing in the UK No good invention Strengths Great Quality Value Service Choice Sainsburys SWOT Analysis Threats Carryingcost is increasing Increasing basic rate of wages in UK Competitors are capturing their market Global recession Opportunities Competitive price strategy Opportunity of online shopping Growing up potential market (Sainsbury 2010) (Cobra 2010) Market Segmentation: One core aspect of Sainsburys activities is its focus on customer/market segmentation. Sainsburys divide their customer base into 10 separate segments. Customer intelligence is gathered through analysis of Nectar Card (formerly Reward Card) purchases. The things that made Sainsburys one of Britains best retailers, great food at fair prices and wonderful services, are as important to customers today as they ever were. Sainsburys have a great network of stores in excellent locations, and even through the recent troubles Sainsburys customer numbers were constant at about 14 million a week. (J-Sainsbury 2010) Marketing Objective: The business of Sainsbury is now focused very much on their Supermarkets and Bank following the sale and development during the year. The three key priorities such as decrease environmental impact of products reduce CO2 and misuse was developed in1988. These are based on environmental impact and considered the most important for the business. (Mintel 2007) To manage the significant environmental outcome which they have direct control and try to find to influence their suppliers and customers who can reduce the impact of their organization has on the environment. (ProQuest 2010) Marketing Strategy: Marketing strategy allows an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage According to Kotler (2005), Marketing strategy is the marketing logic by which the business unit hopes to achieve its marketing objective. It shows how strategies for target markets and positioning build upon the firms differential advantages.Marketing strategy of Sainsburys is planned to acquire people from treadmill and into more adventurous eating. Below the band line Try Something New Today is launched in 2005. (Data Monitor 2009) Corporate Objective: Great food at fair prices Accelerating the growth of complementary non-food ranges and services Reaching more customers through additional channels Growing supermarket space Active property management Evolution of Marketing Mix: According to Kotler (2005)Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing mix is a shape of permutation which makes marketing. These components are advertising, quality, promotion offer, coverage etc. It is really important to analysis the target market. According to McCarthy (1960), these merged tools are classified as product, price, promotion and place which is well-known as 4Ps. To make the marketing mix, business has to gather the subsequent condition: The product has to have the correct component for example, it has to look high-quality quality and work well. The Price must be acceptable. Customers want to purchase numbers of product to make a healthy profit. The products have to be in the correct place and correct time. They are wanted is an essential operation to make sure that products arrive when and where. The target group needs to be prepared aware of the existence and availability of the product through promotion. Successful promotions assist a firm to increase  costs  over a better  output. Product: According to Kotler (2005), Product means the totally of goods and service that the company offers the target market. Core Product: According to Kotlar (2006), the most basic level is the core product, which address the question of what is the customer really buying? Core products or flagship products are a companys products which are most directly related to their core competencies. These products are then integrated into a variety of end products, either by the company holding the core product or by a second company to which the core product is sold to, and the end products are sold to users. Sainsburys provides lots of consumer product but Grocery, Fresh food and Fresh Vegetable are core products of Sainsburys because customers really like to buy these products. Actual product: Actual product has many attribute but five characteristics are the main characteristics, which are quality of the product, feature of the product, style of the product, packing and brand name of the item. Product variety: Sainsburys have lots of different products. Products are groceries, food and drink, kitchen appliances, electronic appliances, toys and games for the kids, sport and leisure appliances. (Sainsbury 2010) Quality: Sainsbury has different types of food range like Sainsburys kids; Sainsburys taste the different, Sainsburys basic, Sainsburys organic etc. Sainsbury has re-launched their be good to yourself range in January 2010 with over 60 new lines in the range. (Euro Monitor 2010) Design/Styling: Sainsburys offers different types of testy and healthy food and different types of new latest design for their customers such as kitchen accessories, electronic appliances, toys and games. Brand Features: Sainsbury also offers a range of well-known products and their own brand. Augmented Product: This product based on around the core products and actual products. Augmented product always provides supplementary consumer benefits and services. When any new product comes in the market then customers always like to watch that what the main benefit to satisfy their needs is. Advantages of Customer service: Sainsburys consists of additional service that support the customers need including assistance and offering training through the online or telephone. (Mintel 2009) Warranties Returns: Sainsbury gives the warranties and returns. It is depend upon the products that how many days customers will get warranties. Price: Competitive Pricing: At this time all supermarkets are in the competition. Sainsbury always offer to customers for their great products at fair price. Sainsbury has different types of food ranges. Sainsburys basics products, offer a variety of over 700 low price food and grocery items from different shapes and size. Sainsburys basic are still Sainsburys quality and value. Sainsbury offer 75 products for the Kids. Sainsburys Kids food range takes low price for the kids which are fresh and healthy for the kids. (Sainsburys 2010) Place: Place includes the company activities that make the product available to target consumers. (Kotlar 2005). The place of marketing mix is very essential to explain how and where product is being sold. Customers always try to find a place, where they can go easily to purchase their goods. Main Mission Outlet: Sainsburys has different types of store format for their customers. Sainsburys have 275 stores which are organized as a Main Mission outlets. This means they concentrate on providing for the weekly family shop. Main plus Outlet: Sainsburys 64 stores are in the Main plus outlets. These main plus are the especially big super markets and Main plus also known as a hypermarkets. They occupy in excess of 45000 square feet area and focus on a wider range of food products as well as more non-food items. Mixed Mission Outlet: Without the other stores Sainsburys have 124 stores which are known as a Mixed Mission outlets. (ProQuest) Home delivery service: Online home delivery is the great service and facility of Sainsburys. In the busy world, customers are unable to give time to go to the shops. So customers like to purchase through online. Online home delivery gives lots of facility, such as customer can chose different types of product and can purchase through debit and credit cards. Promotion: Sainsburys is promoting their stores in different way to make popularity for their customer. Sales Promotion: Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response (Kotlar 2005). The sales promotion can be direct as Push Strategy and Pull Strategy. Push strategy encouraging the channel to stock the product. Through the marketing channel, pull strategy encouraging getting consumer to pull the product from manufacturer. Sainsburys is making popularity through the sales promotion. Sainsburys schoolbags promotion is an example of a promotion that achieved business objective along with the environmental and social ones. (Mintel 2008) Advertising: Advertising is one of the promotion tools of marketing mix. In the marketing, the role of media or advertisement is very significant and its can create a demand for a product.Sainsbury has launched a new advertising promotion for summer 2010. The campaign featuring celebrity chef Jamie Oliver, plans to help Brits make their summer holidays taste grate and to get them excited about garden parties and barbecues and lush summer evenings. (Mintel 2010) Sainsburys use seamlessly integrated online and offline communication to promote Sainsburys To You home delivery services. A consistent communication was used to encourage reliable offer of  £5 off the customers first time online purchase through offline and online advertisement. (Kotlar 2005) Brand Awareness: The most important super market chain Sainsburys brand is shaped to provide testy, fresh and safe foods for their customer. ProQuest 2010) Nectar at Sainsbury: Sainsbury offers double Nectar point for their customer. For this nectar card, customer can get discount. If customer spend  £1 instore, can earn 2 Nectar point each purchase and 1 Nectar point for 1 liter of fuel purchase from Sainsburys fuel station. (Sainsburys 2010) Summer Special: Sainsburys always try to give offer promotion for their customer. They give some promotional offer to attract the customers for any special occasion such as summer special. (Sainsbury 2010) Instore Hot Offer: Every week Sainsburys provide plenty of great offers in-store across a wide range of products from fresh food to household essentials. Sainsburys Active Kids: Sainsbury launched Active kids to decrease levels of obesity in children and young adults through the exercise. Parents have to collect the voucher of Active kids from Sainsburys in-store which gives more confidence to children and parents to be more active and eat healthy. Online/website Bargains: Facility of online purchase is very popular to all customers. Generally they like to buy products from home. Sainsburys has facility of online shopping. So customer can select any item with price, features, availability and date of delivery. (Sainsbury 2010) Changes in Marketing Mix: When any company or organizations face lots of problem to increase their sales and profit, then they need to watch on their marketing mix and also they need to look their current problem along with sales and profit to improve their share market. Sainsburys also having some problem in their marketing mix. They have to give an effort to overcome the problem with applying new rules and strategy. According to marketing mix of Sainsbury, they have to change some rule by applying some new strategies. Such as: Focus on retail market in UK: Sainsbury can give the focus on their own product in the UK retail market for their customer, to give guarantee, value, quality and service. Sainsbury wants to restructure the relation with their core customer. Need more plan for food: Sainsburys is trying to take back their missing confident of customers query about excellent and reliable price tag. If Sainsbury will generate an innovative price strategy which is supplementary whet then Sainsbury will get more confidence to satisfy their customers. Stores restructure Programme: Sainsburys can focus on core grocery market but also in the growing non food sector. Sainsbury needs to up to date their old store and renewals through the latest system. This store up to date program will assist to save cost and also time. They have to change the total decoration of their old store to put successful element and stock Need more new store: Sainsburys aim is to increase its total sales area to around 2 million square meters, divide between grocery and non food ranges (including superstores, supermarket and hypermarkets) and 100 convenience stores. Sainsburys also takes some decision to build more stores out of its heartland in the South of England and areas where it is under represented such as Northern Ireland, Wales and Scotland. Sainsburys decides to extend an additional 75 stores and refurbish 190 outlets. (ProQuest 2010) More close to customers: Sainsburys need to more close to customer through operating 24 hours open store. Also Sainsburys is controlling few 24 hours shop but to come closer to their customers, they have to extend their time, such as 24 hours shops. Price Cutting: Price cutting is the diminution of retail prices to a level low enough to get rid of competition. If Sainsburys wants more customers, so Sainsbury has to cut their cost evaluating with the other companies. CONCLUSION: Sainsbury is one of the biggest supermarket in UK for sure but according to recent financial crisis in all over world snatched its brand positioning while Tesco, ASDA, Waitrose are also down grading their sales performance in this recent years. Certain things like employment, tax rates, VAT, corporation taxes take major part to analyze the financial analysis of the company. But Sainsburys market condition is Good. While we looked in the marketing mix, Sainsburys have great potentiality to capture the wide market if they will change their some strategy. RECOMMENDATION:

American Utopias

Utopia is a perfect place, for some it is an attempt to realize heaven here on earth. For Sir Thomas More’s Utopia, it is a fictional island in the Atlantic Ocean with a perfect social, legal and political system. Several utopian ideas arose in the history of mankind, they may slightly differ from each other, but they are similar in the effort to create a perfect society.In American History, the communal movement in the 16th century to 17th century, and the similar attempt to establish the Utopian America of the 1960s to 1970s, was both a response to the social ills brought about by the development of capitalism and commercialism. While the communal movement of the 16th century can trace its roots from Europe, the Utopian movement of the 1960’s was homegrown with the relatively young members of the population leading the way. Both, however, have the similar vision of establishing a perfect community of harmony and brotherly love.While Utopian experiments in Europe were made as far back as the early 16th century, such as the Paris Commune or the Fouriesrist Phalanxes, it was only in America that the Europeans were successful in their attempt to found their New Jeruzalem characterized with idealism, zeal and moral fervor (Mizrach). Early Christian communists in Europe, propelled by the belief that America was a place free guile, deception and corruption, had decided to withdraw from the perceived sinful and corrupt world to establish new communities.Most of these communities saw themselves as islands of redemption in a world of temptation, sin and avarice (Mizrach). This belief in America as the â€Å"new† world where further proliferated by the famous literary writers of that time such as Thomas More in his Utopia and Francis Bacon in New Atlantis that suggested America was heir to the traditions of the first civilization, Atlantis, and a new â€Å"philosophic continent† within whose outlines lay modernity and freedom (Mizrach). The m ost interesting of these communities were founded in the 17th and early 18th centuries.Included here are those known as the Woman in the Wilderness founded by German Pietist in 1694, The Ireneia founded by Moravians in 1695, the Bohemia Manor founded by the Labadists in 1683, the Ephrata Cloister founded by Sabbatarians in 1732, Bethlehem founded by Anabaptists in 1740 and the Mount Lebanon founded by the Skaers in 1787 (Mizrach). All of these communities share the common feature of being founded by sects who at that time were considered as heretical by the Lutheran or the Calvinist Protestant Churches of Germany and Central Europe.Most of these also were located or founded around Pennsylvania which was Wiliam Penn’s Quaker â€Å"experiment of toleration†. Another feature of this communities were most of the members are European migrants who followed a charismatic founder. The Utopian American of the 60s and 70s flourished in about the same time when industrialization was in full swing. Soon after the World War II, the American economy prospered but it left many young people feeling estranged and isolated.While the older generation who grew up during the Great Depression was focused on material accumulation, the young people felt there was something missing in their lives (Meunier 1994). The dissatisfaction with capitalism grew and many young adults expressed this through their rejection of materialism and renewed interest in spirituality (Meunier 1994). Aside from this, the technological advances of this period made young people feel detached from their environment.The same advances that produced the atomic bomb and the television made the people feel that they are not in control or beyond understanding their environment (Meunier 1994). The political situation of this period also added to the propagation of the communal movement. The Vietnam War was not favored by majority of the American people and yet it dragged on. Aside from this, the Waterg ate scandal, the assassination of President John F. Kennedy and Martin Luther King further lead to the disillusionment of young people.It was a combination of all this political, social and economic factors that brought the young people from Haight-Ashbury movement of visionary psychedelia and politically defiant college students together to flee to rural utopian communes in attempt to escape the Establishment and take control of their own physical, cultural and spiritual environment (Meunier 1994). Known to some as the â€Å"flower people† or the â€Å"hippies†, the people who lived in communes in the 1960s were often stereotype as those who practiced free love and drug experimentation.The primary purpose of communal living in the late 1960s and early 1970s was to create a society where person to person relations is the core of existence, promoting greater intimacy and fuller human development (Meunier 1994). It rejects the established order of capitalism of competiti veness and production and turns to unity and cooperative work. People living in communes pool their resources and work together and the emphasis is no longer placed on competing for material goods but instead on friendship and family (Meunier 1994).The communes formed during the 1960s and 1970s were mostly in rural areas where people sought to return to the land. Agriculture made them self-sufficient and growing of food gave them a feeling of connection with each other and with the land. The search for a â€Å"perfect society† for both movements who happens to be centuries apart is are founded on similar assumptions of bringing change from the unrest and alienation that human beings felt as the society develops.Perhaps the utopian ideal will not cease as humans have the intrinsic need to commune, and that even the modern man sought for solace, peace and brotherhood. BIBLIOGRAPHY Meunier, Rachel. Communal Living in the Late 60s and Early 70s. Human Issues Project. 17 December 1994. Mizrach, Steve. The Symbolic Invention of America-as-Utopia. Academentia Website.

Results and discussion Essay

Before conducting this research, an investigator was choosing between different research frameworks. On the one hand, I strongly believe that learners’ community is a democratic and participatory complex social system of individuals. Each of them possesses unique experience and background. Nobody can be viewed as a bad student how ever his pace of learning and an array of skills differ from the ones of the co-student. These assumptions grounded on my professional experience place me as a researcher within an anti-positivist critical theory paradigm (Habermas, 1984; Adorno, Marcuse, Horkheimer and Fromm). The goal of any critical investigation is not just to search empirical (practical) social environment for variables and measurement patterns but to prepare the ground for improvements in regard to emancipation of the victimized, democratic equality and individual freedoms (Cohen et al. , 2000, p. 28). That is why a substantial part of research was dedicated to receiving feedbacks from students on the use of the hypermedia learning environment. Judging from the multistructural questionnaire administered to the learners in the end of the study week, the perceived effectiveness of the hypermedia learning environment in motivating and helping students to achieve the specified learning outcomes of improved reading and visual comprehension, science learning and ICT skills was found to be generally high by the students. Table 2 shows the questions asked, and the average of the responses on a scale of 1 to 5 where 1 is â€Å"very useful† and 5 is â€Å"useless. † On this scale, the average rating for questions relating to the understanding and identifying of facts, issues, problems and factors, was between 1. 34 to 1. 92 which is in the â€Å"very useful† to â€Å"useful† region. It is interesting to note that on another question that the hypermedia resources and both experiential and symbolic simulations added â€Å"active and dynamic dimensions to classroom learning processes,† the average was an overwhelming 1. 08 indicating that the students welcomed the new innovative learning environment. Table 3 shows how the hypermedia learning environment was perceived by the students as an instrument for learning on a 4-point scale, where 1 is â€Å"strongly disagree† and 4 is â€Å"strongly agree†. Upon the whole, students reported finding the hypermedia environment very useful in various ways. Based on the qualitative observations of students working with â€Å"Pompeii: The Last Day†, the researcher found out that those who investigated the theme in the hypermedia environment spent more time on studies than those who used exclusively textbooks and written handouts as well as listened to the teacher’s instructions. In the process of studies and after the evaluation, students were asked to comment freely on the new possibilities provided by the hypermedia resource, its effectiveness in supporting Science learning, and their attitudes to learning with/without the hypermedia. Some of the responses to the critical implications of hypermedia collaborative learning are presented in the following. The question asked was whether students would use the hypermedia resource such as this when studying other scientific topics. They were asked to specify their decision, either negative or positive. Among those who used the hypermedia learning environment, there were more positive responses (there was only one student unaffected by the hypermedia environment on the point of his poor eye-sight; his eyes were aching because of the glow of a monitor). Sample Comments A: Yes, because the hypermedia is an awesome chance to learn a new subject. It is more interesting and exciting than skimming books and trying to cram the dry facts into one’s poor head. The experiential simulation to design different types of volcanoes was perceived as a game in the beginning. However, by the end of the week I recognized that I do remember all kinds of volcanoes and their specific characteristics. I think, this happened due to the simulation which was not time consuming but was an important fun. B: Yes, all the definitions and concepts studied in the lectures were completely alien to me before taking this hypermedia class, I memorized the theories in a serious effort but the hypermedia learning resource showed how important and grasping they are. I feel that my knowledge has improved significantly. C: Previous to this experimental class I would have been skeptical about learning by the hypermedia and creative (instead of formal) assessment, but having participated in one myself I would encourage anyone to follow us in using this type of learning media. D: A hypermedia learning environment would make a subject like Science more luring by: a) being enjoyable; b) by making it necessary to apply everything one learns to get through, rather than get through a couple of questions on an examination. E: I thought this process/project was fantastic. It was certainly the most fun I’ve ever had doing an assignment. I found it a great way to get a handle on the quite complicated issues involved in the Pompeii situation, and very useful in seeing the theories we studied play out. In my opinion the volcano activity details are so interesting in relating to human life! It also led to getting to know and interact with a wider range of students within the subject, rather than the one or two people that you know in your tutorial group. I know some people have complained about the amount of time involved, but I personally thought it was not at all excessive (it was required to spend 90 minutes on researching the hypermedia site. However, almost all of us spent even more time on it without any problem). I also greatly enjoyed the chance to do something different from the interminable stream of research essays that the teachers ask for. Best class I’ve done! However, a researcher had to incorporate also some positivist viewpoint in regard to the necessity of evaluating the difference between the hypermedia and traditional learning in quantifiable terms. Results are shown in Figure 1 and Table 4. Figure 1 revels that students who were introduced to the hypermedia learning resource voluntary took additional research on the topic besides the required 90 minutes. The difference between time spent on studying the topic by those with hypermedia resources obligatory research and those without was subjected to a t-test which revealed a t value of t = 2. 2518 (df =38) suggesting significant difference between those with hypermedia obligatory learning and those with traditional mode of learning and instruction (p

Racial Profiling Against African Americans - 1614 Words

Is Racial Profiling Justified Racial Profiling Against African Americans Racial profiling is simply, â€Å"the unlawful police practice of using race, color, or ethnic background, as the reason for conducting a traffic stop on an individual.† (Michigan Civil Rights Commission) This definition can be extended to any kind of discrimination mainly based on myths and stereotypes towards a certain race or ethnicity. However, the term racial profiling is commonly used when a police officer or any other law enforcer stops, questions, searches or arrests an individual purely on the basis of their race. African Americans or simply blacks have been the major racial group that has suffered much of racial profiling. Much of this is based on the stereotypes against the blacks are perceived as more likely to engage in criminal activities. For instance, in a 2013 Racial Profiling Data from Ferguson Police Department, out of 5384 police stops, 4632 were against blacks. (Ferguson Police Dept. 1) Despite the low population of blacks in U.S. compared to other races, the former continues being subjected to more racial profiling. Racial profiling against African Americans continues to expose the blacks to humiliation and racial injustices, as this paper will expose, thereby calling for the responsible authorities to address and find solutions for the problem. It is quite unfortunate that the police, who are supposed to enforce law accordingly, continue to be the mainShow MoreRelatedRacial Profiling : The National Institute Of Justice Essay1311 Words   |  6 Pages Racial Profiling in U.S History Selyna Copeland Professor Dora Leal Social Science 180 10 November, 2016 The National Institute of Justice (â€Å"Racial Profiling†) stated that racial profiling, which is a form of discrimination, racism, and stereotypes is when law enforcement, based on a person’s race, ethnicity, national origin, or religion targets a person for suspicion of crimes. 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