The Sacred Realm of Art Essay Example | Topics and Well Written Essays - 250 words

The Sacred Realm of Art - Essay Example The essay provided distinct art forms exemplified by four religions, to wit: the jade statue of the ancient Olmecs, revealed to have existed some 1500 to 300 b.c.; the masks of the indigenous Bwa from West Africa; the painting of images of the Tathagata Buddha from Central Tibet; and the painting of the image of the Virgin Mary, as Madonna Enthroned from Italy. There were marked differences but also intriguing similarities depicting prominent figures, profound meanings, portrayal of messages through expressions, positions of body parts and symbolisms. The jade figure of the ancient Olmecs, for instance, revealed contrasting expressions of two images manifesting the significant role of a shaman, an intermediary between two worlds. The masks of the Bwa people, on the other hand, likewise serve as a spiritual manifestation of presence that provides guidance and assistance to humans through various traditions and practices. The comparative discourse provided by the paintings of the image s of the Tathagata Buddha and the Madonna Enthoned showed remarkable similarities despite the diversity in religious beliefs. Depicting the central image as the signifying the most reverent role in the respective religions (Buddhist and Christian), the juxtaposition of body parts (hand, face, and other images) give meaning to the viewers.

Sales promotions

Sales promotions In the United Kingdom, most of the companies that are known as the big advertising spenders allocate more money on sales, promotions than advertising. Due to the movement towards relationship marketing and integrated marketing communications, growth of direct mail and increasing cost, advertising lost its dominant importance over other communication mix in last two decades. The ratio of advertising budget against promotions budget is 30:70 (advertising: promotions) which was 60:40 in 1990s in UK (Kotler, 1997). This fact underlines the importance of sales promotions. However, sales promotions fail to be successful unless they are clearly targeted, well communicated and original. Companies can use sales promotions for different purposes such as: increasing a particular products usage, improving sales of existing product, retaining and rewarding loyal customers and helping to introduce new products, data capturing. Depending on the time and the way that these sales promotions methods are employed, they could be tactical or strategic tools (Pickton Broderick, 2001). More often sales promotions are used as tactical tools to have short term outcomes- for example, as a response to competitors activity or improving the sales of a product or service. Alternatively, some sale promotional techniques can be combined with customer relationship management programmes which seek more strategic and long term approaches (Hackley, 2005). For example, free samples and contest entry forms are used to capture customer information in order to create a customer database which adds value to business as importance of direct database marketing is rapidly increasing. Furthermore, cus tomer retention programs and rewarding loyal customers with sales promotions assist to create a brand loyalty over long run. Mintels (2008) report discovered that high street pubs and bars spend more money on sales promotions than any other communication mix. Particularly with the effects of credit crunch, reluctance of spending money on alcoholic drinks and night-outs made it indispensible to lower prices or add extra value through sales promotions to lure potential customers. This is one of the most important reasons why sales promotions became very important in bar industry in recent times. In order to retain customers, some bars and restaurants started to give price cuts, 2 for 1 offers and meal deals. To respond to competitors move and overcome the reluctance of spending money on entertainment, other bars and restaurants also used sales promotions. This current economic climate created a great opportunity for bars and restaurants to gain competitors customers by the way of using sales promotions to bring customers in to experience their service. If they can make good use of the opportunity, those cust omers can be loyal customers. Marketing communications are vital for a companys success. Regardless what product or service is offered by an organization, messages should be sent to potential customers through marketing communication methods. In most cases, combinations of those methods are used in marketing plan. Product life cycle is a tool that helps managers to plan their communication mix. Sales promotions can be employed in each stage of a product or services life cycle. Sales promotions help to strengthen the messages that are sent through advertising, public relations and other promotional activities. However, their purpose of use depends on what stage they are used. In introduction stage, they tend to encourage potential customers to try the service in order to create awareness. In growth and maturity stages, the main aim of the sales promotions is to build brand loyalty and reinforce the messages (Varey, 2002) that are given in introduction stage and increase the usage of a product or service. More in d epth uses and analysis of product life cycle will be discussed in chapter 2 and chapter 4. Pitcher Piano, a bar chain with branches located throughout the UK and owned by Marstons Public Limited Company, is one of the many bar chains which emphasise the importance of sales promotions by employing these tools as both a tactical and a strategic tool very often. There are three types of sales promotions: customer sales promotions, trade sales promotions and employee sales promotions (Wright, 2000). This study will mainly focus on customer sales promotions. The purpose of this research is, by using relative literature on the topic and with the help of primary data, to examine the usage of customer sales promotions and the methods and discover whether these methods are used to influence a service or brands performance in bar industry in short term or long term. 1.3 Brief Background of Pitcher Piano Pitcher Piano is a bar chain with branches located throughout the UK. Since 1996, the brand operates as a part of Marstons Public Limited Company. The first Pitcher Piano was opened in 1986 in Fulham. When Pitcher Piano Fulham opened its doors to public, it was one of the first wine bars in the UK. This new wine bar concept was an alternative to traditional British pub culture. The concept became very popular and over time other brands like All-Bar-One, Slug Lettuce emerged. There are 27 Pitcher Piano bars around UK now. Recently, company decided to sell some of their branches in London in order to focus on the branches where the venues are owned by the company and that are profitable. Main competitors of Pitcher Piano are All-Bar-One, Slug Lettuce, Grand Union and Living Room. Pitcher Piano bars offer a wide range of wines, spirits and beers as well as party snacks and food. Even though Pitcher Piano bars all operate under the same brand name each bar has its own strengths tailored to the customers demand in the area. While some are led by food sales, others are renowned for their party atmosphere and drinks. Hence, individual branch has its own promotions which are decided by house general manager depending on their customer base and target. In 2004, to help government to tackle increasing binge-drinking related crime, along with some of other pub groups, the company decided not to consider Happy Hours or similar promotions campaigns (Evening Standard, 2004). However, heavy competition, current economic climate and plans for creating customer database for direct marketing pushed the company to use sales promotions methods again. 1.4 Rationale of the Chosen Topic During the current economic climate, most companies use sales promotions to encourage recession-hit people to spend money on their products and services. In this context, the bar industry is one of the most interesting industries since the priority of entertainment lost its place to the primary needs such as satiating hunger. Therefore, it caused bar industry to employ sales promotions as tactical tools extensively. Particularly, in bar industry, heavy competition made it compulsory to use sales promotions in order not to lose customers to other bars at the same time attract competitors customers. Furthermore, having worked in bar industry for five years, out of which 4 years in Pitcher Piano, the researcher has gained knowledge and understanding of various usages of marketing communication mix, particularly, sales promotions in bar industry. This experience also helped the researcher to observe how the company reacts to internal and external changes. Even though sales promotions are common tools employed by marketers as a tactical weapon, it has become more complex and also interesting for the researcher to analyse them during the current economic climate within bar industry. That is the main reason why the topic, which is to examine methods of sales promotions employed by Pitcher Piano and analyse effects of these methods on the companys performance, was chosen to. This research will help the researcher to gain a valuable knowledge about marketing the communication mix and more importantly, sales promotions. 1.5 Aims and Objectives of Research The main aim of the research is to explore different methods of sales promotions, when and where to use appropriate methods, either as a strategic tool or tactical tool, and understand their pros and cons in the hospitality industry. In order to understand the methods, this research will evaluate the above mentioned bar Pitcher Piano that use sales promotion frequently. In this context, the objectives of this research can be described as follow; To find out what kind of sales promotions used by Pitcher Piano, To evaluate the outcomes of the employed sales promotion techniques, To assess the effectiveness of the given methods and suggest areas in need of improvement where necessary, To analyse the use of sales promotion in the context of tactical or strategic tools. 1.6 Significance of the Study This research provides several significances such as; This research will provide information to marketers on the uses of consumer sales promotion in bar industry and help them to have an understanding of some of the consumer sales promotion methods. This research can help other researches on this particular topic, sales promotion and related topic. In general, the usage of sales promotion amongst all communication mix is rapidly increasing, particularly in bar industry, in the UK. However, sales promotion always perceived as a supporting activity of advertising and public relations. Many academics underlined its efficiency of achieving short term goals. Nevertheless, its long term impacts have been ignored. Although the debate is on-going whether sales promotions are strategic or tactical tool, in the context of question industry examined in this research, they can be specifically interpreted as strategic tools in such activities as building customer database, encouraging trial use and repeat purchase. 1.7 Brief Structure of the Study This study consists of 5 sections. Each section includes some explanations and opinions to help enlightening the subject matter. This study attempts to find out the uses of customer sales promotion in bar industry and whether these promotions are employed as tactical or strategic tool. Chapter 1: This chapter contains the introduction on the changing nature of sales promotion within promotion mix and a brief view on related models and topics. This chapter also includes the usage and the importance of sales promotions in brief and succinct background information about Pitcher Piano. Finally, aims and objectives, rationale and significance of the study are covered in this section. Chapter 2: In this chapter, all current and related topics are examined. Different opinions that have been expressed by academics on strategic uses of sales promotion are discussed. Furthermore, various consumer sales promotion methods, communication methods in service industry, importance of sales promotions in direct marketing and usage of product life cycle for promotional mix are explained with the help of existing vast literature on these topics. Chapter 3: This chapter explains the methodology that is employed by researcher while doing this research. Approaches of the researchers and the methods adopted to collect and analyse the primary data are critically argued. Finally, shortcomings which are faced by researcher in the research process are included in this chapter. Chapter 4: This chapter represents the analysis of the data collected and the findings of this research. In this chapter, it is also focused on that to what extend the findings are related to the literature review. The researcher also Chapter 5: This chapter includes conclusions and recommendations. Conclusions are made with the help of literature review, analysis and the primary data. Recommendations were given to bar industry to advise on the strategic use of sales promotion methods. 2. LITERATURE REVIEW This section will attempt to explain the current argument on the topic and present different views by academics. It will help to understand concepts and models relating to sales promotion in the context of question as well. However, the usage of these models and concepts in practice will be related in data analysis section with the help of observed examples and primary data. 2.1 Sales Promotions 2.1.1 Sales Promotion and Current Debate on Sales Promotion Sales promotion is one of the four aspects of promotional mix along with advertising, personal selling and public relations. Sales promotions which, are also known as below the line promotions, are methods that are used by marketers to attract consumers. Sales promotions have been in use in trading for a long time. Shopkeepers and stallholders had been employing on the spot offers to convince people to purchase a product (Mullin and Cummins, 2008). Sales promotions are, traditionally, defined in the most textbooks as activities such as deals, discounts, coupons, loyalty programs, refunds, contest, sampling and special displays that are encouraging the target audience to act in a particular way by reducing the perceived value of the product being promoted usually to achieve short term goals (Fill, 2006; Pickton and Broderick, 2001). According to Institute of Sales Promotion (2004; cited in Yeshin, 2006, p1), sales promotion is defined as a planned and implemented marketing activity that both enhances product and service appeal and changes customer behaviour positively in return for an additional benefit for purchase or participation. Lamb et al. (2004, p323) also interpret sales promotion as generally a short run tool used to stimulate immediate increase in demand. Most definitions underpinned the immediate encouragement to buy the product and service at the time. Nevertheless, the definitions do not convey the same message whe ther it has short term or long term effects. Most of the definitions above agree that sales promotion is a short term tool. Similarly, Shimp (2000, p508) considers that sales promotion has a short term nature by stating that in contrast to advertising, which typically, though not always, is relatively long term in orientation and best suited to enhancing buyer attitudes and augmenting brand equity, promotion is more short-term oriented and capable of influencing behaviour (rather than just attitudes or intensions). Fill (2006, p635) is another supporter of this school of thought. He believes that just as advertising seeks to work over the long term, sales promotion can achieve short term upward shifts in sales. When comparing advertising and sales promotion, Kotler (2008, p85) underlined that whereas advertising offers a reason to buy a product or service, sales promotion offers reasons that would achieve immediate sale. However, Yeshin (2006) opposes to the views stated above and claims that objectives of sales promotion have dramatically changed in recent years. Wilmshurt and Macay supported Yeshin (2006) by stating that companies have increasingly realized, however, that whilst sales promotion has tactical uses it has strategic implications (2002, p211). According to Gupta et al. (1997 cited in Yeshin, 2006), many empirical researches have focused on identifying short-term effects of sales promotion. Thus, most practitioners and, in particular, academics failed to see long term effects of sales promotion. Schultz et al. suggested that sales promotion can be strategic by stating sales promotions are marketing and communications activities that change the price / value relationship of a product or service perceived by the target, thereby generating immediate sales and altering long term brand value (1998, p7). Kotler and Armstrong (2008, p502) suggest that in general, rather than creating only shor t term sales or temporary brand switching, sales promotions should help to reinforce the products position and build long term customer relationship. In addition, they (Kotler and Armstrong, 2008, p.502) claim that if properly designed, every sales promotion tool has the potential to build both short term excitement and long term consumer relationship. Mullin and Cummins (2008) believe that a good sales promotion should prompt a customer to consider a product or service and help them to make a decision after the promotion campaign. Brassington and Pettitts (2003, p720) definition covers all the characteristics of sales promotion. They believe sales promotion is a range of tactical marketing techniques designed within a strategic marketing framework to add value to a product or service in order to achieve specific sales and marketing objectives. This extra value may be of a short-term tactical nature or it may be part of a longer-term franchise-building programme. Finally, Boone and Kurtz (2001, p509) noticed the shift in the usage of sales promotion in recent years by stating that today, however, marketers recognize them as integral parts of many marketing plans, and the focus of sales promotion has shifted from short-term to long-term goals of building brand equity and maintaining continuing purchase. They supported their argument with frequent-flyers programs that can create a base of loyal customers. It should be noted that sales promotion is a great tool to get immediate affects. However, sales promotions capability of creating a long term affects should not be ignored. While the debate, whether sales promotion is short term or long term, is still on-going, the use of sales promotion has increased enormously in last two decades. Smith and Taylor state that the importance of sales promotions over advertising have been increased because of various reasons which are; a)the movement towards relationship marketing, b) the growth of direct mail, c) the emergence of promotion-literate consumers who expect promotions with certain product types, d) during recessions, price-conscious customers search for value-for-money promotions, e) powerful retailers favour suppliers whose products sell quickly, f) high television advertising costs force marketing managers to look for more cost effective below-the-line tools. (Smith and Taylor, 2004 p. 356) Even though they are widely used by many companies, some academics disagree to use them extensively. Many of them underline the facts that extensive and repetitive promotions of a product can damage the brand value, sales and cash flow (Schultz et al., 1998). 2.1.2 Strengths and Weaknesses of Sales Promotions Each communication mix can accomplish a certain objective that other elements cannot (Burnett and Moriarty, 1998; Shimp 2000). For example, advertising cannot change a product or services sales trend in short term however sales promotion can. What sales promotion is capable of accomplishing; Motivate sales force to sell a new, improved or mature product. When personal selling methods becomes boring and monotonous, exciting sales promotions can stimulate sale forces enthusiasm and make the job easier for them (Shimp, 2000). Stimulate sales in maturity stage of a product or service. By changing price / value relationship, it can encourage more people to use a product or service (Schultz et al., 1997). Counteract a competitors communication campaign. Competitors advertising and sales promotion campaign can be neutralized by using counter sales promotion campaigns (Shimp, 2003). Encourage consumers to try a new service or product (Fornell et al., 1985). When a product or service is being introduced into the market, it is very important to encourage people to experience it (Mela et al., 1997). Consumers would not know if the product or service is high-quality unless they try it. Many consumers would not try a new product without any sales promotion activity. Retain existing customers through repeat purchases. Sales promotion can be used to prevent existing customers to go to competitors. Shimp, (2000, p516) states that strategic use of sales promotion can encourage at least short-run repetitive purchasing. Besides short-term repetitive purchasing, continuous sales promotion programs such as loyalty card scheme encourage customers to repeat purchase. Reinforce the messages given with advertising and public relations campaigns. Sales promotion can be a main tool for an organizations communication plan. However, it can also help to emphasise messages given with any other communication tools (Burnett and Moriarty, 1998). Help to build a customer database. The importance of direct marketing is increasing. In order to build a database to contact consumers directly, sales promotion are used to capture their contact details. Some sales promotions require customers to provide their details in return of a free products or discounts (Mullin and Cummins, 2008). What sales promotion is not capable of accomplishing; Inability to change opinion about an undesired product or service. Consumers would not purchase a product or service if they do not like it. Sales promotion usually will fail to help to compensate a low quality product or bad service (Boone and Kurtz, 2001). Unable to compensate for poor advertising. Sales promotions cannot fix a problem caused by weak brand image or lack of brand awareness. It can help in the short run. However, it is unrealistic to expect a good result in long run. Sales promotions can have negative effects on long term (Jedidi et al., 1999). If sales promotion is used repeatedly, it can create confusion on perceived value of a product or service. Thus, customers would not buy the product or service once the promotion is over and wait for the new promotion. 2.1.3 Consumer Sales Promotions and Methods According to Fill (2006), sales promotions are used for various reasons such as reaching new customers, reducing distributor risk, rewarding behaviour, retention, adding value and assisting segmentation. There are three types of sales promotions depending on who they target: consumer sales promotions, trade sales promotions and employee sales promotions (Srinivasan and Anderson, 1998; Wright, 2000; Fill, 2006; Boone and Kurtz, 2001). The focus of this study will be on consumer sales promotions, as it is mentioned in Chapter 2 and on discovering what types of sales promotions methods are used by Pitcher Piano and whether they are tactical or strategic. Pickton and Broderick define consumer targeted sales promotion as pull promotional activities designed to encourage demand by end-customers that will pull products through distribution channels (2001, p539). Objectives of sales promotion and analysis of whether the objective is strategic or tactical are given in the Table-1. Consumer targeted promotions are used for improving sales of existing products, encouraging repeat purchase, trial of new products and brand loyalty, giving a response to competitors move and capturing customer database information. There are different tools of consumer targeted promotions. The most popular and widely used ones are sampling, couponing, premiums, money-off, bonus-packs, prize draws and refunds. However, Pitcher Piano uses sampling, premiums (2 for 1s, 3 for 2s), money-off and contests and sweepstakes more often, for example, last summer, Pitcher Piano customers could win Bacardis global music festival tickets on completion of registration forms (Appendix 1). Price-offs offer consumer discount on the regular price of a product. They are used to accomplish different objectives. They can be used to reward the existing customers. In this case, price-offs collaborated with loyalty card schemes (Hobbs and Rowley, 2008). Another use of price-offs is to encourage consumers to stockpile the product. It is a good way of pre-empting competitors. Those customers who stockpiled the product are out of marketplace until they consume the product. They would not buy competitors brand during that time (Shimp, 2000). Price-offs can be offered to customers on a specific time of the day. For example, happy hours in pubs and bars is a good example of it. The objective behind is that to pull the customers inside the venue at slow periods to increase volume (Reid and Bojanic, 2006). Combination offers or bundling are one of the most popular methods that are employed by restaurant and bar industry (Kotler et al., 1996). Two or more products or services are combined together and offered on a price that would be more if they are purchased separately. Such examples are restaurants 3 course meal deals, two for one deals and drink and meal at a specific price deals. 2.1.3.2 Premiums Premiums are products or services that are offered free or at relatively low cost when buying a product; such as buy a meal get the drinks free or purchase this meal and get a baseball cap free (dAstous Jacob, 2002). Premiums are typically given to consumers as a reward for behaving in a particular way, usually visiting a store or buying a product or service (Burnett and Moriarty, 1998). They can also be used to add value to product and represent an advantage over competitors products (Pickton and Broderick, 2001). The main target of premiums is to encourage the trial of a product. There are two types of premiums which are direct premiums and mail premiums. Incentives are provided at the time of the purchase with direct premiums. Direct premiums can be given to customers in the store, be placed with the package, be inserted in the package or the container itself can be the premium (Yeshin, 2006). Mail premiums require consumers to provide a proof of purchase of a product or service before being handed. Some of the mail premiums are given free after the customer sending the proof of purchase and some requires customers to save a specific number of coupons or special labels (Burnett and Moriarty, 1998). 2.1.3.3 Sampling Sampling means offering standard or trial-sized samples of a product for free or at a reduced price in order to either create an awareness of a new product / service or increase the consumption of an existing one (Shimp, 2003). Sampling is usually used to aid when a new product or service is launched. Although it is very effective, it is the most expensive way of introducing a product or service. If the consumers are not targeted properly, the losses can be big (Kotler et al., 1996). Thus, companies should avoid giving samples to consumers who would never purchase the product or service in future. Samples are widely used in hospitality sector as well (Reid and Bojanic, 2006). Some restaurants and bars offer samples of their potential customers or people whose opinion is respected in the area. One of the reasons for that is to create a positive word of mouth about the service. 2.1.3.4 Coupons Coupons are the legal certificates by manufacturers that offer customers discount when buying a specified products (Schultz et al., 1998). They can be mailed or emailed (direct mail), given with newspapers, magazines or with another product. According to Kotler et al. (1996), coupons are very popular in restaurant and bar industry. Srinivasan and Anderson (1998) suggest that the value of the discount should be decided very carefully. If the face value is low, consumers are reluctantly to redeem the coupons. However, if the face value is raised, more people redeem it on a price lower than they would have redeemed. Moreover, excessive uses of the coupons can make customers feel they are getting poor value, if they purchase the product or service without a coupon. 2.1.3.5 Contests and Sweepstakes Different forms of competitions such as contests, sweepstakes, prize draws, where they can win a prize without having to spend extra money, are used in order to attract customers (Boone and Kurtz, 2001). This kind of competitions creates an excitement amongst consumers. A sweepstake is a sales promotion technique where customers are required to submit their names and e-mails in a drawing in which they have the chance to win cash, trips or a product or service. The winners are determined purely on the basis of their luck (Egan, 2007). Because of its low cost comparing with other methods, simplicity and ability to accomplish a variety of marketing objectives, the usage of sweepstakes have increased recently (Shimp, 2000) Contests are also another technique for sales promotion. Unlike the sweepstakes, in order to win a prize, contestants compete with others on the basis of skills or ability (Fill, 2006). They are usually asked a contest problem or proof of purchase. The winners are sele cted by judges. Regardless the type of sales promotion, all the sales promotion campaigns should go through an ethical consideration. Consumer oriented promotions such as coupons, contests and premium offers fail to be ethical if the consumers are promised a reward for acting in a certain way wished by promoter and the reward is never given (Shimps, 2000). For example, contests that are making people believe the winning odds are high when they actually are not or lowering the quantity or quality of a product or service when they are on promotion and advertising it as normal. Consumers can also be guilty of unethical behaviour. For example, filling coupons with fictitious names and addresses in order to get the reward. 2.2 Marketing Communications and Integrated Marketing Communications (IMC) Marketing communication is an important aspect of an organizations overall marketing mission and key determinant of its success. Marketing communication is the process of reaching and acknowledging target audiences about a product or service. According to Thomas and Housden, there are four main objectives of marketing communications which are to initiate a relationship (prospecting), to develop the relationship into a sales transaction (conversion), to maintain the relationship (loyalty building) and to resurrect a lapsed relationship (re-activation) (2002, p13). Companies apply different approaches and methods in order to communicate with their target audiences. Advertisements, salespeople, store signs, point-of-purchase displays, product packages, direct-mail marketing, publicity releases, sponsorships, sales promotions are all various forms of communication devices for marketers (Shimp, 2000). All these devices are used to create awareness or to promote a product or service. Any activity that an organization is involved in can deliver messages to their consumers. These messages can either be planned or unplanned. Planned messages are sent to consumers through communication mix. Unplanned messages would include all other communications such as store cleanliness, distributors, employee attitudes and the exterior surroundings of your business, in other words, any elements related with the company that are capable of delivering implicit messages. For example, unfriendly bartender, dirty glasses in a bar, untidy back bar can all deliver negative messages that can have more impact than all the planned marketing communication messages (Burnett and Moriarty, 1998). The term marketing communication mix and promotion mix from 4Ps of marketing mix are used interchangeably in existing literature. Therefore, they are also used interchangeably throughout this research. In 1980s, many academics and practitioners treated each communication tool as separate and distinct. This approach, sometimes, could create some confusion for customers. For example, messages from advertising campaign could fail to match with the messages from public relations campaign, since the sources of the messages were different. Thus, this could give two different messages to consumers about the same product, servic

Frankenstein Essay examples -- essays papers

Frankenstein The Monster, The True Victim Mary Shelley’s, Frankenstein, symbolized a person’s necessity for acceptance by society. Society labels everything as good or bad, right or wrong, rich or poor. Although some of these labels may be correct, many are misconceptions. The monster, needed to be accepted by society, but instead was scorned, attacked, and shunned because of his outward appearance. The treatment of the monster was on the assumption that he was actually a monster. The only justification of this treatment was his outward appearance. The death of Dr. Victor Frankenstein’s father stirred his interest in prolonging life. He had noble intentions of helping humanity. As death is a part of life, he became obsessed with death. He felt he had to experience death to a certain point. â€Å"To examine the causes of life, we must first have recourse to death.† (Shelley 36) Dr. Frankenstein started studying the effects of death on the human body. This study became an obsession with him. He wanted to be able to create life. If he could create a living, breathing being, then he would be God like. Unlike God, Frankenstein abandoned his creation. Dr. Frankenstein’s creature was somewhat like Adam in that they were unique and individual. Adam was created and given a companion, Eve. He received loving care and had the presence of a father. Even though Adam and Eve were ejected from the Garden of Eden, his father never deserted him. Adam was created with unselfish intentions, and was not punished by God until he had violated the law. The monster cannot be held accountable for his abandonment, for he was forsaken and unloved from the moment he was created. Frankenstein never processed any loving feelings for his creatio... ... before conceiving a child. It is entertaining to think that Shelley, herself, probably never had the luxury of choice, whether it was due to the lack of family planning technology or her own emotional obstacles. Frankenstein’s journey of Faustian beginning with his neglectful parent actions, is a deeply interconnected and richly developed expedition within the novel. I feel that the greater part of this work is the speaking of one woman’s fears, and the fears of most parents. Mary Shelley asked if an un-mothered child who undergoes much pain, can ever mature into a moral, considerate member of society? Levine says, â€Å" . . . the Frankenstein metaphor implies great ambiguity about where the burden of good and evil rests† (31). This signifies the importance of acceptance by society and that without love and affection we all could be acceptable to a violent nature.

What is Hip-Hop?

Decades ago, hip-hop was associated and characterized with baggy pants and loose shirts. Hip-hop connoted one’s identity and is also considered as a form of self expression. However, that connotation has evolved through time. These days, hip-hop is not just mainly a self-articulation; it is now more of a culture and a movement that focuses on music, fashion and self-articulation. During the 1970s, only several black radio stations played disco music which gave negative implication on African Americans. Because of this, they reacted and responded by hosting â€Å"block parties,† which is usually comprised of disc jockey (DJ)–a person who plays funk, disco and soul music–within their communities. A little later, hip-hop started to emerge in Bronx when a DJ named Clive â€Å"Kool Herc† Campbell utilized percussion break beats to craft songs derived from Jamaican dance hall music. Hip-hop, thus, started to flourish. Performers who spoke in sync with beat became known as emcees (MCs). Few of the famous groups in this field are Afrika Bombaataa and the Zulu Nation (Coger, 2009). Afrika Bombaataa was the one who coined the term hip-hop and gave rise to the emerging popularity of the genre. According to Afrika Bombaataa, hip-hop was derived from Lovebug Starski, a South Bronx disc jockey wherein he always says, â€Å"hip hop you don’t stop that makes your body rock. † Bombaataa started using the term by pertaining to ghetto-culture that emerged on the streets. Moreover, his concept of hip-hop covered urban street expression and attitude such as gestures, language and stylized clothes that were attributed with street culture (Reyes 47-49, 98). Nowadays, hip-hop has extended its meanings, definitions and characterizations. Hiphop, a word usually spelled as hip-hop, Hip-hop, Hip-Hop or Hiphop (â€Å"HipHop†), is a cultural movement than began in urban youth in New York, from primarily African American which further extended around the world (â€Å"Hip Hop†). Its emergence represents black youth organization, an illustration of a particular species of social movement. Hip-hop, as a movement, needs to be discussed carefully because its depiction is occupied with style, performance, opposition, leisure, consumption, representation and entrepreneurship (Watkins 65). On the other hand, hip-hop is also exemplified as a form of music. It is a billion dollar industry and one of the most renowned music genres in the world (Coger). It encompasses four elements namely MCing, DJing, graffiti art and break dancing. Others consider beat boxing as its fifth element (â€Å"Hip Hop†). Since its acceptance and creation, hip-hop has conjured up its wonder by commemorating its origins and by maintaining its expression of social, political and personal struggles (Rentas 2009). The aforementioned definitions of hip-hop can be traced from Bombaataa; however it is not anymore applicable to the hip-hop acts of today because several famous artists do not anymore embrace hip-hop as a self-expressive message; instead they frequently produce music for the sole reason and purpose of selling a commodity (Berky and Greer). Hip-hop, in another sense, is more than just a form of music. It is also considered as a state of being, a form of expression, spoken words, a mindset and a lifestyle. It is also a manner of articulating one’s self by way of dress, language, writing, personality, attitude and behavior (Leslie). Hip-hop is a culture that materialized as a worldview among adults and youth born after 1965. It covers shared beliefs, practices and language, all of which are bound together by a common appreciation for urban aesthetic. Hip-hop as a culture and worldview possesses two essential characteristics: the urban youth aesthetics and urban youth experience (Ginwright 31). Hip-hop as an urban youth aesthetic is most distinguishable through its physical features that are articulated through music, language, clothing and art. It pertains to the visual and artistic expression. On the contrary, hip-hop as an urban youth experience is molded by economic seclusion, poverty and struggle â€Å"to make it out† of the paraphernalia of ghettos. It validates and legitimizes the experiences of pain, hostility, fear, hope and love that have been overlooked in mainstream America for the urban youth. Thus, the relationship between black youth identity and hip-hop cannot be separated (Ginwright 31-32). Furthermore, hip-hop is regarded as a social movement. Social movement is generally characterized by sociologists as collective efforts that endeavor social change. However, hip-hop as a social movement follows different pattern because of three important considerations. First is its emergence as a movement which belongs in the field of pop culture, is a discipline not commonly considered as political and not generally recognized as capable of producing social change. Second is the fact that it is founded and patronized by youth and creative people, who are not ordinarily looked upon as interested in implementing social change. Lastly, it allows the participants to see themselves as part of a bigger society. Thus, it creates a sense of collective identity and organization. Hip-hop as a movement represents a different mode of intervention in the social realm (Watkins 65). If hip-hop is not acknowledged then as a movement that can make a change in the world, on the other hand, it is essential to look at it from another side. Today, hip-hop has revolutionized new genres of music, such as reggaeton, and has influenced the political system. One good example is when Kilopatrick, from a hip-hop generation, defeated the Detroit’s current mayor Gil Hill. It is because the youths from the hip-hop generation have already grown and have already obtained the right and freedom to vote. Their voices have already begun to be heard in the political spectrum. During that time, the election is divided by generation gap that the candidates represented for. The victory of Kilopatrick illustrates the hip-hop’s power over the political arena in order to craft political changes, which for them are very important (qtd. Berky and Greer). Hip-hop is hailed for creating impacts on the society, especially to women of color. Hip-hop, hence, gives a space and outline for their lives. It can be sifted in their hair style, as well as in the way they run, pose, turn, talk and walk. Women has now influenced and affected most elements of hip-hop such as break dancing, poetry, MC, DJ, graffiti artists, beat boxing and pop locking. Hip-hop has also made its way on beauty pageants and top models just like how Tyra Bank’s UPN show, America’s Next Top Model, chooses two hip-hop fashion models in the previous two years (Leslie). On the other hand, hip-hop has been one of the sources of controversies. As such, it has already been blamed and accused of elevating violence, misogyny and homophobia (â€Å"Hip-Hop: Beyond Beats and Rhymes†). Critics have also said that it promotes rebellion and prostitution. Several hip-hop artists exploit women of color through their song lyrics which depict contempt of women (Leslie). Hip-hop is not just a style of fashion where the youth wears baggy clothes, tattoos or ghetto attires (Leslie). Hip-hop comes in many forms. It is a social movement because its members are youth of a particular community who expresses and articulates their voices and ideas through MCing, DJing, graffiti art and poetry. Even some of hip-hop forms have inculcated political activism within its tenets. Hip-hop is also a cultural movement because it mirrors the culture of a particular group during a particular time. It transpires in a community setting where youth creates a collective identity of the group and of the hip-hop culture itself. Nonetheless, hip-hop is a form of music. Nowadays, it is considered as one of the most well-known genres by marking a history in the music industry. Moreover, hip-hop is indeed an expression of one’s self – a form of articulating and expressing one’s nature and character through hair styles, fashion, music, language and representation.

Letter Form a Birmingham Jail Mlk

Oppressed feelings: No longer Dr. Martin Luther King Jr. was incarcerated after fighting for his rights in a nonviolent peaceful protest to fight, exercising the first amendment of the Bill of Rights, and the Freedom of speech; an automatic given for those who do not consist of colored skin. In response, Dr. King wrote a powerful letter to the â€Å"genuine† clergymen announcing his strong opinions and beliefs toward segregation, discrimination, and racism. Dr.Martin Luther King Jr. executed such an overwhelming piece of writing expressing the poor treatment of African Americans, the explanations of his actions, and his opinions regarding a true and better government. He expressed his desire and faith for the greater good and change in this letter with the use of emotional appeals such as imagery, diction, and descriptions of his harsh personal experiences regarding segregation and discrimination because of his skin color.Paragraphs 14 and 15 consists of emotional twists from unjust laws and release a combination of emotional and harsh events from the African American’s reality that bring the reader into their perspective from a hated level. In these paragraphs, Dr. Martin Luther King Jr. gets more personal and specific about the harsh treatment of African Americans and personal experiences regarding their harsh reality. Imagery shows all throughout this paragraph to create powerful and tear quenching emotions from the reader to get you to at least slightly understand their perspective.Dr. King immensely expresses what not only he, but all African Americans are and have been going through. He is able to paint a picture in the readers’ head of the abuse, pain, and hatred they have felt. But when you have seen vicious mobs lynch your mothers and fathers at will and drown your sisters and brothers at whim; when you have seen hate filled policemen curse, kick, and even kill your black brothers and sisters; when you see the vast majority of your twenty million Negro brothers smothering in an airtight cage of poverty in the midst of an affluent society†¦(218).All I see is hate filled police and Caucasian’s with disgust in their face causing undeserving pain to people that only have one difference: their skin color. Although I was not there to personally experience this torment, Dr. King is able to withdraw my emotions with just the truth, and put me on his side. His picture withdrew disgust and angriness for what our society is and how human beings can be. That little piece of the actual paragraph is just a glimpse. Dr. King goes on and on about their mistreatment.They are not just pained physically, but they are also haunted emotionally and mentally as well, â€Å"When you are harried by day and haunted by night by the fact that you are a Negro, living in constantly tiptoe stance, never quite knowing what to expect next, and are plagued with inner fears and outer resentments; when you are forever fighting a de generating sense of â€Å"nobodiness†Ã¢â‚¬ ¦Ã¢â‚¬  (218). Personally, feeling alone and insignificant is one of my worst fears about life, and Dr. King along with â€Å"twenty million† others suffered from this feeling for centuries.Imagery was able to capture my full attention in this paragraph, allowed me to see a glimpse of their pain, suffering, and mistreatment. With the powerful impact of imagery in these paragraphs, it certainly wasn’t the only strategy he used. Diction was an immeasurable aspect of this paragraph. The structure of Dr. King’s vocabulary was eloquent and delivered in such a structured, skillful manner that he was able to draw tear-filled emotions to his audience. He used words such as ‘curse’, ‘kick’, ‘lynch’, ‘kill’, ‘smothering’, ‘humiliated’, and ‘despair’.These words are able to describe to the reader of the completely atrocious way peopl e treated each other because of such an insignificant matter, the difference in skin color. Just reading these chosen words and how well it played with imagery, I winced. Using diction is shown to be powerful in this case because if Dr. King were to have only said, ‘mistreatment’, ‘abuse’, or ‘discriminated’, it would not have withdrawn as much emotion from his audience at the time and the readers now.His in detail descriptions of his barbaric treatment and personal experiences is the most influential and compelling strategy in paragraph 14 and 15. The disturbing events that occurred in that time period showed how cruel mankind to be. Dr. King shares experiences such as explaining to his children their harsh realities at that moment in time: When you suddenly find your tongue twisted and your speech stammering as you seek to explain to your six year old daughter why she can’t go to the public amusement park that has just been advertised on television, and see tears welling up in her yes when she is told that Funtown is closed to colored children, and see ominous clouds of inferiority beginning to form in her little mental sky†¦When you have to concoct an answer for a five year old son who is asking: ‘Daddy, why do white people treat colored people so mean? (218). Children are thought to be so innocent, pure from hatred, and chance giving and then when their little hearts are corrupted to think they are less than someone else, and they feel like they are in a world full of hurt, what are they to do then?Dr. King also shares his bleak experiences of witnessing that hatred be performed with murder and being denied what is thought of as automatic rights. These personal experiences not only keep your nose to the paper, but it is appalling to know the easy capabilities we hold as human beings to torment others for little things not only mentally, but physically, to the point of taking their lives completely aw ay from them.These lives taken lived a life where they were beaten and never shown the feeling of whole freedom and life without hypothetical chains. Dr. King was able to use these experiences to squeeze emotions out of his audience. They not only described their cold facts, but it brought me to his level of understanding and on his side. Dr. King did more than just simply explain their experience. Dr.King described that they have been waiting â€Å"for more than 340 years for† their â€Å"constitutional and God given rights† and watching other nations such as â€Å"Asia† and â€Å"Africa† move â€Å"with jetlike speed toward gaining political independence†, but how the United States was still creeping â€Å"at horse and buggy pace toward gaining a cup of coffee at a lunch counter† (217). He talked about how it was appalling for someone who never had to watch â€Å"vicious mobs lynch your mothers and fathers at will and drown your sisters a nd brothers at whim† (218) to say, â€Å"Wait. That with everything they have been through, they cannot and will not endure it any longer. He strongly felt that this could happen no longer, and that if it took â€Å"disobey[ing] unjust laws† (218) then he would. These paragraphs proved to be a monumental breakthrough for this letter. He described how he wasn’t going to take it any longer. After a lifetime of witnessing hate, ignorance, and abuse, personally being discriminated and segregated against for his skin color, and being thrown in jail for peacefully protesting, exercising the first mendment, he was still standing strong in his beliefs, not backing down. He was able to persevere through so much, and he wasn’t going to stop until his point was being made and change was happening. Dr. Martin Luther King Jr. was able to execute these immaculate paragraphs through emotional appeals (diction, imagery, and personal experiences) to minimally just slightl y understand what he has been through, and that he will not back down or tolerate it any longer.His cruel reality was not the only thing to breakthrough his audiences’ exterior but his strong will and genuine personality was able to make a huge impact. Through everything, and only being shown hate and violence, he retaliated with calmness, peaceful protests, and nonviolent maneuvers. This was more than the rest of the human race was able to do. After that, Dr. Martin Luther King deserves all the respect in the world.

Silly Putty essays

Silly Putty essays Do you know when Silly Putty was invented? NO? Okay, do you know why Silly Putty was invented? Well I do, and I also know who invented it. Silly putty has been around for over half a century and probably will be around for another half. Silly Putty was, and still is popular in many ways. " A combination of history, engineering, accident, and entrepreneurship produced one of the most successful toys of the twentieth century" (Silly PuttyÃ’). Silly Putty is soft rubbery goo that is made of boric acid and silicone oil. Sometime in the early days of WWII, James Wright was working in the lab at General Electric's H.Q. in Connecticut, when he happened to drop some boric acid into a vat of silicone oil (Silly Putty). The outcome of this minor accident was the birth of Silly Putty. "In 1945, G.E. shared the so-called 'nutty putty' with scientists around the world. However, none of them could find a use for it"(Silly PuttyÃ’). It seemed as though the putty had reached the end of its life until the year 1949, when an unemployed advertiser named Peter Hodgson attended a party at which "nutty putty" was the main attraction (Silly Putty). Almost instantaneously, Hodgson saw the potential for the putty to become a big selling children's toy. Sometime after the party Mr. Hodgson bought $147 worth of the substance and the production rights off of G.E. He then hired several Yale University students to package the putty in little plastic eggs (d'Estaing). Several months passed and "Silly Putty" as it had been renamed wasn't doing so well, until a columnist form the New York Times bought an egg of Silly Putty. He was so amazed with it that he wrote a column about in the newspaper. "Within days after the article, Silly Putty orders went over the Ten thousand mark. And then hundreds of thousands, surpassing a quarter of a million dollars in half a week"(Rich). Now that we have cleared up the how, what, when, and...

Essay on Benefits of Medical Language

Essay on Benefits of Medical Language Essay on Benefits of Medical Language Benefits of Medical Language Sarah Ruhl’s â€Å"In the Next Room, or the Vibrator Play† offers unique insight regarding the discussion of female sexuality and the concept of Hysteria. During the late 19th century, women were often taught to never speak about their own sexual experiences, and were taught to view any sexual acts (other than those aimed at procreation) as inherently wrong. Hysteria was often diagnosed as proof of the fears regarding female sexuality. In â€Å"In the Next Room, or the Vibrator Play† the female characters and Dr. Givings use medical language to converse openly about sexual acts with connotations appropriate for the time and setting of the play that would have been considered taboo otherwise, therefore highlighting the absurdity and ignorance surrounding female sexuality. Through stigmas engrained in society by diagnoses such as Hysteria, medical language was a single outlet for the women in the play to discover their own sexual iden tity. A new sexual identity emerges throughout the play, specifically in Dr. Givings’ patients, when discussion of their own sexuality moved outside the doctor’s office and into their personal conversations. When speaking to Mrs. Givings about her experience with the vibrator, Mrs. Daldry explains her sensation of an orgasm as â€Å"†¦ you see unaccountable patterns of light, of electricity, under your eyelids – and your heart races – and your legs feel very weak, as though you cannot walk† (Ruhl 114). The language Mrs. Daldry uses is the same language she would have used had she been explaining the sensation to a doctor. â€Å"Unaccountable patterns of light† suggests that the feeling blinded her or affected her vision. This could be interpreted as a symptom rather than an overwhelming sensation from an orgasm. She repeats the word â€Å"electricity† that Dr. Givings previously used to describe how the vibrator moves. By repeat ing a word she heard from the doctor, Mrs. Daldry is emphasizing that the language she is using is appropriate because it was considered appropriate and professional in the setting of a doctor’s office. She then continues to examine that her heart races which is a concern one would raise with their doctor if it happens unnaturally. She is not recognizing the fact that her heart is racing from excitement because that would change the context of which she was trying to explain this new feeling and therefore makes it inappropriate. She ends her statement by saying she feels weak and as if she cannot walk by the end of her treatment. By expressing these new sensations with other women, she is forming a new sexual identity by recognizing the effects of stimulation on her body and relating those feelings to other women. The characters not understanding that they have experienced an orgasm themselves shows the ignorance within the context and characters of the play. All of these references to Mrs. Daldry’s body and how she felt during the examination highlight an intense orgasm, and the audience is aware of that. The fact that a female orgasm was so novel that the women in the play didn’t even have a word to describe the sensation they experienced reiterates the lack of knowledge surrounding female sexuality at the time of the play. Mrs. Daldry could only explain her orgasm in medical terms because she didn’t know any other way of explaining it. By making her words appropriate for polite conversation, she was opening the discussion of her sexuality and inspiring others to do the same. Dr. Givings felt the need to keep his words polite and professional with his own wife when first using the vibrator to experiment with her because his idea of a female orgasm was not fully understood and he worried her natural reactions were perverse. He stated his concerns saying, â€Å"This is what I feared. In a sick woman the device restores balance, but in a healthy woman it makes you excitable and perhaps even causes some perverse kind of onanism† (Ruhl 95). Mrs. Givings discovering

An English Language Dialogue About Prescriptions

An English Language Dialogue About Prescriptions Students and teachers can use the following short description of prescriptions in order to expand and check common English usage of terms relating to medical prescriptions, as well as treatments.   A prescription is written by a doctor to give patients medicine needed to alleviate symptoms or stabilize a medical condition that might be chronic in nature. The prescription is written by a physician in order to tell the pharmacist which medication is required. These often include a number of prescription abbreviations. Prescriptions vs. Recommendations Prescriptions are used for medications that a doctor feels is necessary for treatment. These are legal documents that are required in order to receive medicine which is prepared by the pharmacist in a pharmacy. Recommendations, on the other hand, are courses of action that a doctor feels will be helpful for the patient. These could include simple daily tasks such as taking a walk or eating more fruits and vegetables.   Dialogue: Giving A Prescription Patient: †¦ what about the problems Ive been having sleeping?Doctor: Im going to give you a prescription for some medicine to help you get a better nights sleep. Patient: Thank you doctor.Doctor: Here, you can get this prescription at any pharmacy. Patient: How often should I take the medicine?Doctor: Just take one pill about 30 minutes before you go to bed. Patient: How long should I take them?Doctor: The prescription is for thirty days. If youre not sleeping well after thirty days, Id like you to come back in. Patient: Is there anything else I can do to help me sleep at night?Doctor: Dont worry so much about things at work. I know, I know... easier said than done. Patient: Should I stay home from work?Doctor: No, I dont think thats necessary. Just remember to stay calm. Understanding Prescriptions Prescriptions Include: Patient identifier: first and last name of the patient, as well as the date of birth (DOB)Medication (also named drug): The medicine that is prescribed  Strength: How strong the medication prescribed is (50 mg, 100 mg, etc.)Amount: How often the patient should take the medicineHow much: Number of pills, tablets, etc. provided  Frequency: How often the patient should take the medicine  Route: How the patient should take the medicine (by mouth, topical, sublingual, etc.).  Refills: How often the prescription should be renewed  Signature: Signature of the physician writing the prescriptionDate: The day on which the prescription was written Key Vocabulary amount how muchchronic recurring, happening again and againdrug idiomatic term used to refer to medicineeasier said than done not easy to dofrequency how often something is done  medical condition illness, sickness, diseasemedication medicinepatient identifier information that identifies a patientpharmacist person who has a license to prepare medications for patientspharmacy licensed store which sells medicine that requires a prescriptionphysician doctorprescription order from a doctor for medicineto refill to provide medicine again based on a prescription  route how medicine should be takenstrength how strong the medicine issublingual under the tongueto alleviate to make easier, to relieveto get a good nights sleep to sleep enough to feel restedtopical placed on the skinto stabilize to make regular  to stay calm to be relaxed  to take a pill to take medicine by mouth

Obama Assignment Essay Example | Topics and Well Written Essays - 500 words

Obama Assignment - Essay Example e represent opportunities for a truly unprecedented series of changes that could change the way that the world thinks about America, and America about itself. The organisation of the U.S. government system in general, is fundamentally based on promoting American capitalism at its core, and unless a change in this vital paradigm is brought about it is difficult to achieve a shift in public policy. Obama has said that America must be as careful in withdrawing troops as it was careless in going to war – but at the heart of the matter is the bigger question of newly-acquired U.S. oil interests in Iraq, with one of the world’s major untapped resources. It is difficult to envisage the current U.S. administration to admit that there are vested economic interests in the war, and current political structure would certainly discourage the U.S. from making a U-turn. In turn, it is also linked to the energy crisis, as it will take time for America to build its renewable energy rese rves, and thus oil-related geopolitical considerations would continue for a while. The cost of war is another issue : American firms rebuilding Iraq are also part of the complex geopolitical chain of economic considerations. Even Obama’s personal profile and acceptability in the Arab world will hardly make it any easier to address this vital issue. Influencing public policy in this regard is likely to remain a major challenge fir the foreseeable future. Regarding the credit crisis and its effect on the American economy, the challenges are even greater. Obama’s agenda to create more jobs for Americans means that the existing credit-fuelled structure of the American market place has to be changed. Housing is one of the mainstays of American economic activity : to cause a shift to this will be a monumental task, as the housing sector is likely to stay depressed for a longer period of time. Obama will face an uphill task with the Congress to raise minimum wages, amend NAFTA to benefit

SWOT and Financial Analysis for Verizon Research Paper

SWOT and Financial Analysis for Verizon - Research Paper Example SWOT and Financial Analysis for Verizon Verizon Communications Inc., which is also acknowledged as Verizon is duly considered to be one of the largest service providers of broadband and telecommunication in America. Verizon was formed in the year 2000 after the merging of Bell Atlantic Corp. and GTE Corp. The company has been listed in Dow Jones Industrial Average in the year 2004 due to its consistent performance in delivering quality services to the clients. It can be apparently observed that the company earned greater business reputation and established itself as one of the leading providers of advanced IT solutions to large business association and government bodies worldwide. Resulting from consistence performance in the telecommunication industry, the company has acquired number of well-known companies like Alltel (Verizon, 2013). With this concern, this paper intends to conduct a complete SWOT analysis and financial analysis of the company (Verizon, 2013). Discussion SWOT Anal ysis SWOT analysis is regarded as the most common adapted techniques which helps in understanding the strengths along with the weaknesses and also to identify the opportunities available and threats that the organization face and/or would face in future. The main objective behind adapting SWOT technique by modern business organizations in today’s business world is that it helps in identifying the internal along with external factors. These factors often act in favor or against a particular company providing opportunities to mitigate the issues and develop plans to maintain the current position of the company in the global platform (University of Washington, n.d.). In this similar concern, Verizon is regarded as an American based company which deals with the products or services such as broadband and wire line and wireless communication among other related products. It can be viewed that Verizon’s fourth-generation Long Term Evolution (4G LTE) is considered to be the mo st advanced 4G network around the United States of America (USA). However, the gaining momentum of business market competition in the telecommunication industry and the invention of new technologies are creating a barrier for Verizon to maintain its leading position in the respective industry. Additionally, it has also been viewed that the operation plans of Verizon are facing crucial challenges with the increased level of competitors, alterations in government regulations and global economic slowdown (Verizon, 2013). The SWOT analysis of Verizon has been demonstrated hereunder. Strengths. One of the major strengths of Verizon is normally considered to be its strong liquidity position. The company is regarded as one of the most consistence performers in the global telecommunication platform. The company reported an annual increase in the liquidity ratio resulting in 38% increase in its current assets and 1% increase in current liability in the year 2011. Moreover, the company has al so reported a rapid growth in its receivable rate in the year 2011 which is also regarded as the other strength of the company. In terms of strengths, it can be viewed that the company possesses a substantial wireless capacity and coverage in the U.S covering nearly about 296

Environmental Trends in Supermarket Sector Assignment

Environmental Trends in Supermarket Sector - Assignment Example There are costs associated for the supermarket sector with the environmental trends. For the right way of producing food in a sustainable manner and to consume the food as well in sustainable ways, environmental impacts should be factored into the cost of products on supermarket shelves (Russell 2007) because the supermarket sector has to incur high costs as compared to any other sector when it comes to environmental trends. This is because it is one of the largest sectors in UK. This paper will firstly discuss the environmental trends and how important they are to the businesses and then move on to their impact on the supermarket sector. The positive and negative impacts are considered and finally a conclusion is presented. The environmental trends are becoming an integral part of the economy and are thus affecting almost all the businesses. The environmental issues have now become a part of the business decision making due to their significant impact on the businesses. The importance of the environmental trends is so immense that it has been said by the former South African minister that (Black 2008) the "companies should have directors with environmental experience". Valli Moosa, the president of International Union for the Conservation of Nature says that like in all the other businesses we have marketing executives, accountancy executives and accountancy executives, there should also be environmental executives as well (Black 2008) who have a working knowledge of the environmental issues and can link the business and the environmental trends and can capitalize on their resources through mitigating the negative impacts from the business and in turn contributing to the environment as well. Environmental issues are basically defined as those problems which are created by environment. There are different environmental issues which are affecting the supermarket sector as a whole (Ellen, 2008). The environmental trends include a host of issues from reducing waste, recycling, reducing flood risk to efficiently utilizing energy sources, reducing carbon footprint and global warming. The climatic changes have impacted the biodiversity to a great extent, global warming is a huge issue due to the climatic changes and also as a result the depletion of ozone layer. The solutions to these as predicted so far include reforestation i.e. planting more trees and to use carbon sinks to absorb carbon dioxide. These all environmental trends have been impacting the businesses to a great extent as the businesses have to take into effect the negative impacts associated with these environmental trends. The business sector which is the most impacted by the environmental trends is the supermarket sector. The environmental trends specific to the supermarket sector are the carbon dioxide emissions, genetically modified (G.M.) food and the impact of climatic changes which has lead the supermarket sector to go greener and take measures which assist in mitigating the negative impact these environmental changes have been causing. The next section discusses the impact of the environmental trends on the supermarket sector in detail. Effects of the Environmental Trends on the Supermarket Sector The supermarket sec

International relations war Essay Example | Topics and Well Written Essays - 1500 words

International relations war - Essay Example Stanford encyclopedia of philosophy defines war as â€Å"an actual, intentional and widespread armed conflict between political communities† (Orend 1). From these definitions war can occur between people, cultures and states. War is usually aimed at having power over the other person. An overall definition of war is continuous violence between groups in which state military forces take part on one side in case of a civil war or both sides in case of interstate wars. There are different types of war which are triggered by different situations. Hegemonic war also known as global war or world war or general war is a war aimed at controlling or conquering the whole world. It last happened during the Second World War. Where a state attempts to conquer and occupy another state, it is referred to as total war. The aim of the state is to reach the capital city and force the government to surrender. The whole of the enemy’s family is perceived as a legitimate target. After conquering, the victor replaces the subdued government with its own choice. An example of total war is the 2003 Iraq war. In limited war, the conqueror aims at doing other things apart from conquering and occupying the state. It is a common phenomenon in border wars, after occupying the state it wants, it may stop there to defend its gains. An example of such a war is the U.S. war against Iraq in 1991; U.S. recaptured Kuwait but did not go further to topple Saddam Hussein’s government. Civil war occurs between some groups within a state with the aim of creating, or preventing a new government for the whole state or some parts of it. Guerilla war is operated by illegal forces that are hidden by civilian population. They rarely confront an enemy; instead they harass and punish the enemy for a long time till the enemy limits its controls. Finally the enemy loosens its grip on the territory and liberates it to the guerrilla army (Eckbaull 1). A simple definition of strategy can be a means of solving

How far is it true that representations of ethnic groups have no Essay

How far is it true that representations of ethnic groups have no alternative but to draw upon stereotypes because all language and concepts have to use previous - Essay Example Socialization provides individuals with resources necessary for acting and participating within their society. For the society, inducting all individuals and members into its social norms, attitudes, values, motives, social roles, language and symbols is the means by which social and cultural continuity are attained. Socialization on one hand prepares the individual for the roles the is to play, providing him with the necessary repertoire of habits., beliefs and values, the appropriate patterns of emotional response and the modes of perception, the requisite skills and knowledge. On the other hand, by communicating the contents of culture from one generation to the other, it provides for its persistence and continuity. Socialization is important in the process of personality formation. Much of the human components are the result of genes, the socialization process can influence particular formation by encouraging specific attitudes and behavior. Socialization practices vary markedly from society to society and the socialization practices are generally similar among people of the same society. People of the same society; with the same culture and of the same community are likely to share core values and perceptions. People generally socialize their children in remarkably similar ways to the way they themselves were socialized by their parents. Ethnicity comes as a result of a subjective belief on a common descent of similarities of physical type or customs or of both. It may also be as a result of memories of colonization and migration; this belief is important for group formation and it does not matter whether an objective blood relationship exists. Members of an ethnic group on the whole, claim cultural continuities over time – same values, practices and norms. Ethnicity and race are related concepts in that both are usually defined in terms of shared genealogy. Ethnicity often

All The Pretty Horses by Cormac Mc Carthy Research Paper

All The Pretty Horses by Cormac Mc Carthy - Research Paper Example The setting is in 1949 when the story starts with a funeral. It was the funeral of Grady’s grandfather, the owner of the ranch that their family was living on. With his grandfather dead, Grady’s mother who is an actress, will have to sell the ranch. Realizing that there was nothing for him in Texas anymore since he loves the ranch and the lifestyle it provides, he leaves Texas for Mexico. He brought along his friend Rawlins with him. Together, they ride to Mexico as idealized cowboys on horseback. On the road, another character by the name of Blevins joins them. Blevins is thirteen years old and he rides a beautiful horse. Rawlins immediately dislikes him but they still continue the journey on together. They reach the Rio Grande and upon crossing the river reaches Mexico. In Mexico, they encounter a terrible storm. Blevins, being very fearful, strips all his clothes (as a precaution against lightning strikes), and runs off, leaving his horse and all of his belongings. The next day, they find him almost naked. Blevins convinces Grady and Rawlins to find a town and look for his horse and his gun, which were stolen during the height of his panic attack. Soon enough, on the village of Encantada, they find Blevins’ horse but then it was already claimed by someone else. Blevins takes it back and the locals pursue them. In the pursuit, they got separated. Grady and Rawlins eventually moves South where they were able to find jobs as cowboys in a ranch owned by a certain Don Hector. Because of his own experience in their own ranch, Grady soon became famous in Don Hector’s ranch as the new cowboy. He proves himself to be a very good one, as he deeply understands horses. Because of his expertise, he was put in charge of the breeding of the horses. Then, he meets Alejandra, Don Hector’s daughter and he falls for her. Although he was warned by Alejandra’s cynical aunt, Alfonsa, Grady pursues Alejandra and then they began an affair. When Don Hector found out about it, he had the Americans arrested by the corrupt Encantada police. There in Encantada jail cell, they reunite with Blevins again. They soon find that Blevins killed someone when he returned to Encantada to retrieve his stolen gun. Grady and Rawlins were now labeled as co-conspirators in Blevins’ case. Then, because he was tortured, Rawlins owns up to the accusations, and this leads to Blevins’ assassination. Grady and Rawlins remains imprisoned in the town called Saltillo. In prison they experience constant bullying by the prison mafia. It happens that a cuchillero attacks Grady as he refuses the invitation of Perez. Perez is a powerful prisoner who wants Grady to be his ally. John Grady eventually kills his assailant. He and Rawlins get ba dly wounded in the process. Alfonsa, Alejandra’s aunt, bribes the prison commander to release Grady and Rawlins and they were eventually released. Alfonsa made Grady swear that he should never see Alejandra again. With his newfound liberty, Rawlins goes back to America. Grady, however, was so intent to see and go back to Alejandra. Alfonsa again warns Grady not to pursue Alejandra and sets out a long discussion about the pitfalls of romance and its foolishness. In spite of all the discouragement, he meets Alejandra and they spend the whole day together. Grady proposes marriage to Alejandra but Alejandra declines because she already decided that she couldn’t leave her family, thus leaving Grady with a broken heart. Grady decides to go back to America but not without his horses. So he goes back to the village of Encantada and reclaims the horses, all the while claiming the captain of the town as hostage. The people pursue him but eventually crosses the border heavily wou nded. He finds himself back in

How far is it true that representations of ethnic groups have no Essay

How far is it true that representations of ethnic groups have no alternative but to draw upon stereotypes because all language and concepts have to use previous - Essay Example Socialization provides individuals with resources necessary for acting and participating within their society. For the society, inducting all individuals and members into its social norms, attitudes, values, motives, social roles, language and symbols is the means by which social and cultural continuity are attained. Socialization on one hand prepares the individual for the roles the is to play, providing him with the necessary repertoire of habits., beliefs and values, the appropriate patterns of emotional response and the modes of perception, the requisite skills and knowledge. On the other hand, by communicating the contents of culture from one generation to the other, it provides for its persistence and continuity. Socialization is important in the process of personality formation. Much of the human components are the result of genes, the socialization process can influence particular formation by encouraging specific attitudes and behavior. Socialization practices vary markedly from society to society and the socialization practices are generally similar among people of the same society. People of the same society; with the same culture and of the same community are likely to share core values and perceptions. People generally socialize their children in remarkably similar ways to the way they themselves were socialized by their parents. Ethnicity comes as a result of a subjective belief on a common descent of similarities of physical type or customs or of both. It may also be as a result of memories of colonization and migration; this belief is important for group formation and it does not matter whether an objective blood relationship exists. Members of an ethnic group on the whole, claim cultural continuities over time – same values, practices and norms. Ethnicity and race are related concepts in that both are usually defined in terms of shared genealogy. Ethnicity often

Hewlett Packard Case Study Example | Topics and Well Written Essays - 4500 words

Hewlett Packard - Case Study Example The Business Strategy section of the report will discuss the leadership styles that the various CEOs of the company used, the need for change and its initiation, crisis management, etc. HP's competitive advantage, its growth and global business and any spinning off of divisions will also be analysed. In the second module of organisational identity, HP's core identity will be analysed from the time when Fiorina was the company's CEO, and the company's corporate image and culture will also be analysed. This report will also discuss the strategic options available to Mark Hurd, HP's new CEO. Finally, the company's organisational identity and business strategy will be linked to give an overview of the current situation, and some ideas and solutions will be proffered for the new CEO to implement to move the company forward. HP was formed by William (Bill) Hewlett and David (Dave) Packard, both graduates of Stanford University, in 1934. A garage in nearby Palo Alto was the originating point of the company where both founders used to hangout. Their partnership was formalized on January 1, 1939 and a coin toss decided that their electronics manufacturing enterprise be named the "Hewlett-Packard Company". HP incorporated on August 8, 1947, and went public on November 6, 1957. Of the many projects the founders worked on, their first financially successful product was a precision audio oscillator, the Model 200A. Later on their more successful inventions became the HP calculator and the computer. Products HP (www.hp.com) has a range of products that it offers to its customer base. Their three business groups drive industry leadership in core technology areas: The Personal Systems Group: business and consumer PCs, mobile computing devices and workstations The Imaging and Printing Group: inkjet, LaserJet and commercial printing, printing supplies, digital photography and entertainment The Technology Solutions Group: business products including storage and servers, managed services and software BUSINESS STRATEGY Corporate Level Strategy HP's products in its first thirty years consisted mainly of electronic test and measurement instruments for engineers and scientists. This early strategy evolved a bit when they expanded into computers, calculators, medical electronic equipment, instrumentation for chemical analysis, and solid-state components. Even so, HP's strategy was aimed at getting business through was still its test and measurement operations up through 1979. The research and development function was dominant in HP's operations because its main customers were the engineers and cutting edge technology was a prerequisite to beat the competition. Because HP engineers developed products to serve people like themselves, marketing was not valued and was relatively weak, as were logistics and distribution. This strategy reflected the no-nonsense approach of HP's founders. HP concentrated on modestly sized market segments where its technically superior products could achieve a strong position and command high margins. Changes in Business Strategy In a fast-paced computer industry, particularly for consumer-oriented products such as HP's PCs and printers, technical innovation could no longer be the sole source of competitive advantage. Speed to market, price, service,

Nestle Australia Is Food And Drink Products Supplier Marketing Essay

Nestle Australia Is Food And Drink Products Supplier Marketing Essay 1- Introduction Launched in 1867, Nestle Australia Ltd is a supplier of food and drink products. It also provides a wide range of dairy milk products, noodles in many flavors, chocolate, frozen meals and coffees. Besides, it provides a variety of cold and hot drinks, light ice-creams and a variety of confectionery and bakery items. Nowadays, Nestle Australia offers catering services to cafes, restaurants, hotels and clubs. Other products that we will put a spot-on in this report are yogurts, fruit yogurts, and flavored milk and yogurts. Nestlà ©s brands include Kit Kat, Nescafe, Nestea, Ortega and Crunch. Nestle provides also pets foods such as Purina. The company launched a joint venture with General Mills in more than 80 countries. (One Source, 2009) History At the beginning Henri Nestle has developed milk for babies who are unable to drink and to feed from their mothers, after five years this product was sold around the world as a food for babies and old people. In 1906, Australian market became the second largest market for Nestle and was served by many of retailers and sales agents. The best achievement in Australian market was in 1934 by the invention of new product MILO. (Nestle, 2009) Nowadays, this product is sold in more than 30 countries with sales of more than half Billion Australian dollar. In 1999, Nestlà ©s head office in Sydney became the headquarter for Oceania region which includes Australia, New Zealand and Pacific islands. Principles and Values In the whole life of Nestle (135 years), Nestlà ©s basic approach to business was the foundation and the maintenance of long term values for consumers, shareholders, employees, society and community as a whole. Nestlà ©s major principal is to maintain a long term business improvement and development. (Nestle, 2009). Nestles major values are the following: Long term development Long term relationships Integration and reacting with different cultures The identification that customers earn information about the company besides the product that they bought Ethical values are basic requirements for our employees and senior line managers These values and principles have been translated into more than forty languages around the world, and it is must that all Nestles mangers should recognize and apply these values in their career lives, and these values are given by training to the new employees. Nestle Australia Nestle also is participating in the Oceanias community which is identified by its mixture and diversity of economic conditions, cultures, believes and tastes. We became a vital part in the community in which we activate as an employer and as a supplier to the local area. Besides, we were the leaders in many issues such as people health and environmental protection. As the largest food and beverage company in the world, we believe that we have a responsibility to customers and we are taking this responsibility seriously. We believe that people should live in a healthy style by doing sports, we are sponsoring many sports events and we are always encouraging people to get active. In addition, through our agreement with the Australian Institute of Sport, we are improving children to get their knowledge and to understand nutrition. Mission Statement When you read Nestles mission statement the following words jump to your mind: Research, good food, health and wellness. Our products bring to consumers the best tastes and pleasures. Research is the masterpiece of Nestles heritage and an important element for our companys future. We still know that there is some mysterious information about health and wellness had not been discovered yet, that is the reason that we are still searching for answers to bring Good Food for Good life. (Research. Nestle, 2009). Nestle Worldwide Today, with more than 480 factories and 265,000 employees in 87 countries in all over the world: Americas, Africa, Middle East, Europe and Australasia, Nestle is considered as the largest food and Beverage Company all over the world. Nestle Oceania in Australia, New Zealand and the pacific island is hiring more than 5,500 employees, with more than 20 factories and four distribution centers owned and managed by the company. Due to Nestlà ©s multinational reputation, and despite the tough market conditions not only in Australia but worldwide, and due to Nestlà ©s convenient place in Sydney and due to the high qualified employees and the brilliant companys strategy, Nestle dad been ranked number one among all food suppliers in Australian market in 2008 (Nielsen Report, 2008). In 2008, for Ice-cream, yoghurt and coffees categories, Nestlà ©s sales volume was more than AU$200m for each category. 5% Employees Turnover Rate More than 6,000 Brands and 10,000 Products More than 480 Factories in 87 Countries Over than 265,000 Employees Annual Sales more than 103 A$ billion World Leading Food and Beverage Company Nestle Figure1, Nestle Worldwide. Source: Nestle, Australia, 2009. 2- Situation Analysis 2.1- Internal Analysis Nestle Australia is considering the market leader in food and beverage sector in Australian market with overall sales more than , involved in more than 20 industries such as: Chocolates, yoghurts, ice cream, milk, dairy deserts coffee , confectionery and frozen meals. Nestle Australia has launched more than one hundred brands; Coffee Mate, Nescafe, Uncle Tobys, Nesquik, Maggi, Drumstick, Quality Street and Peters are only examples of Nestlà ©s brands in Australian market. Referring to Nielsons 2008 report, Nestle was ranking high among its competitors in ice cream, milk and yogurt fields which could be a very good indicator for launching our new product that we will discuss later in our marketing plan. Referring to the Retail Australias 2009 grocery magazine we will find the following: For Chilled Diary category, Nestle value share was about 14.2% in 2008 comparing by 16.8% for the previous year. For Dairy Desserts Category, Nestle value share was 25.2% comparing by 25.3% for the previous year For Chilled Diary category, Nestle value share was about 14.2% in 2008 comparing by 16.8% for the previous year. For Yoghurt category, Nestle value share was 11.8% in 2008 comparing by 15.8% for the year above. For Drinking Yoghurt, Nestle is not involved in this market yet, only the following companies are in this market : Yakult, Jalna , Bulla and some other small companies. As an overall trend, we could realize some declination for Nestlà ©s volume trend in some industries and categories. This decrease was a natural impact of the huge affect of the global financial crisis as we will describe in the next chapter .Due to this crisis, customers might buy some products instead of Nestlà ©s ones or they might even reducing their purchases for some items. 2.2- Macro Environmental Analysis (PEST Analysis) Economic After several years of flourish and high economic growth, The Australian economy suffered a lot in 2008, due to the huge effects of the economic global financial crisis. Australians GDP is declined; a reduction in job vacancies and a high rate of inflation, all these indicators could lead to an increasing in food and beverages prices See figures 2 3 for Australias GDP and Unemployment Rate in 2007, 2008 and Jun 2009. (GDP growth reached 2.7% in Jun 2008 comparing by 4.3% in Jun 2007) Figure2 Australias Unemployment Rate- Source: ABS, 2009 Figure3: Australias GDP Growth rate- Source: ABS, 2009 Social Despite the lack of confidence for Australian consumers, Australia becomes one of the most optimistic countries, as in 2008, Australia was ranking as one of the most confident countries all over the world with an index score 104, 20 points higher than the world average.. (Nielsen, 2008). Generally Retail growth in 2008, 2009 stays slow, and consumers became more carefully with their money, they spend more money for dining at- home like buying foods and drinks from supermarkets and they spend less money for out of home activities like cafes, restaurant and take-away shops. Despite the fact that supermarkets gained a good share with this new customers philosophy, total grocery sales have been declined in 2008. (Nielsen, 2008). The total retail sales growth reached 5.9% in august 2008 comparing by 7.5% for the same month in 2007. Comparing by 2007, the businesses such as cafes restaurants and takeaway Foods, had recorded the largest drop in turnover of 6.4%. One expectation of these supermarkets is Aldi. Customers preferred to go to Aldi due to the good prices in addition to the good quality there. Aldi, with share reaching more than 22% , had took many dollars away from huge chain supermarkets. Politics This part indicates legal and political situation in Australia. It includes: Taxation for raw materials bought overseas, employment laws, environmental regulations, political stability and competition regulations. . In my opinion, no other politics issues would affect the launching of our new product due to the currently stable politic situation that Australia is facing now, i.e. there is no war, no revolution or even no elections are affecting Australia at this moment Technological Besides the innovation and application of new technology such as the RFID (The Radio Frequency Identification) , the increase in price of raw materials and other supply chain costs could affect the launching of our new product. 2.3 Micro Analysis The Market If we take an overall view on grocery market last year. Referring to the 2008 Nielsen report we will realize these important following items: -An overall declining trend in grocery market, with sales growth 5.9% comparing by 7.5% as we mentioned before, which is a normal consequences due to the new situation; consumers tightening their belts -.Drinks and confectionery are only the two sectors that have achieved an increase in growth for 2008, with 3.3% and 7.5% respectively. -The largest growth achieved was in dairy sector by increasing more than 7.6%. The most important sector in this report is the Chilled Diary , since our new product( which we will discuss it in this chapter) is a sub category for the Chilled Diary part. In 2008, and despite the financial crisis, this sector achieved an AU$996.5m grocery value with an increase of 3.5% comparing by 2007. This indicator could be a high motivation for Nestle to increase its market share in this category (See Figure 4 5) Figures 4 5 : Australias Chilled Diary Market Corporate % Shares for 2008 2007 . Source: Australias grocery magazine, 2009. Referring to the above data, we could recognize that there is a large advantage for Nestle to increase the profit by investing in confectionery or drinks sectors, especially in dairies products. The Product Our new product would be categorized under the Drinking Yoghurts category. (We will discuss the product briefly in the next two chapters). The Drinking Yoghurts value market in 2008 reached a A$52.3m with an increase of 5.5% comparing by 2007. This market contains only 3 major companies; Yakult with 67.7% value share (The market leader in this category) Jalna with 10.6% value share Bulla with 4% value share And Private Label with 16.8% value share. Figure 7, Australias Drinking Yoghurt Market Corporate % Shares 2008 Source: Australias grocery magazine, 2009 After all the above reasons, we could conclude that there is a big opportunity for Nestle to enter this market and it would obtain a very competitive position among the other competitors. Target Market and Market Size In this market plan we will focus on: children, youths and adults which are the majority of Australian population. We will concentrate on both genders male and female and our market will be in the whole Australia and not in a specific city. Australias population at the beginning of 2009 was 21,644,000 persons. The children aged population (0-14 years) was about 19.8% of the total population and the working age population was about 67.4% (15-64 years) of the total population. (OECD Fact book, 2008). However, in our market plan, we will exclude the: 0-4 and 40-65 years population which means that we will try to attract from 50-60% of Australias population. Undoubtedly, some of the 40-65 years population would use our product. However, they will not be potential customers as the mentioned ones. 2.4. S.W.O.T. Analysis -Strengths Market Leader in the industry Good quality image and high brand awareness A high growth rate in the desired market A huge product lines Parent Support An international team working behind the plans achievement A very-well trained employees in all companys department A supply chain management to serve the whole country Weakness New market forNestle Unstable economic conditions: Decline in GDP growth rate and high inflation and unemployment rate. Customers are tightening their belts Exciting competitors Opportunities A huge market size An identified target market No large multinational size competitors Increase in sales and profits Increase in total Australias market share Increase in product line An opportunity to export the product to many countries around the world Threats Segments are shared by competitors Uncertain circumstances could affect our sales Misunderstanding of the product Poor advertising campaign due to the market conditions An unexpected drop in the confectionery and drinks markets. 3-Product Launch The product launch is the most important part of this market plan. As we discussed in the previous chapter, we are going to launch a drinking yoghurt product. So why did we choose this product specifically? If we take a quick view on Nestle share value in yoghurt and chilled diary industry we would realize the following: In Chilled Diary category, Nestle value share was about 14.2% in 2008 comparing by 16.8% for the previous year. In Yoghurt category, Nestle value share was 11.8% in 2008 comparing by 15.8% for the year above. It is very easy to recognize that Nestle is facing a problem in these above sectors for the last year. We all know that all companies now are facing financial problems and markets are unstable and nowadays many customers are tightening their belts. However, these two markets had an increase in their value rate for the last year with 3.5% value increase for Chilled Diaries and 5.9% increase for yoghurt products comparing by 2007. (Australias Grocery Magazine, 2009) Also, referring to the Australias Grocery Magazine, some of Nestlà ©s competitors such as Diary framers had achieved an increase in value share According to the above, Nestle is facing a small problem in this market, so how to solve this problem? The answer is including many possibilities. We could reduce our prices, we could increase our market share by an increase in production, and we could modify our advertising and promotion activities. In addition, there is another plan. We could enlarge our share in Chilled Diary category by launching a new product in a subcategory which is the Drinking Yoghurts. If we achieve this plan we could gain a higher market share, increase our sales and profits, enter a new market segment and finally we will gain new customers. The Drinking Yoghurt market is facing a good condition these days; by an increasing 5.5% in value share in 2008 with a grocery value reached more than AU$50m , which means that this market is gaining new customers day by day and despite the unstable market situation, the drinking yoghurt market is in a developing trend. Nestle is already producing chilled diaries, yoghurts and fruit yoghurts so many product lines are ready for the launching of the new product. Also, Nestle is already gaining a high-ranking in the grocery market, therefore all shipping, transportation, supply chain, deliver products to supermarkets could be handled easily. Yoogo would be the brand name of our new product. We will launch the product at the beginning with three flavors; Yoogo Mango, Yoogo Strawberry and Yoogo Apricot. After three years of market and sales observation, we will launch a new Light Yoogo, which will be Fat Free drinking yoghurt for people who care more about their health and lifestyle. Yoogos ingredients could contain the following: Milk, Skim Milk, Fruit Preparation; mango or strawberry or apricot, and approved flavors and colors. Undoubtedly, Yoogo would face a high competition when it enters the market. ( We will discuss this later in the next two chapters). However , the main competitive brands would be yakult with 67.7% and Jalna with only 10.6% value shares in 2008. (Australias Grocery magazine, 2008). However, Nestle could produce the product and gain a high position among these brands. (We will discuss this later in the next two chapters). 4-Market Strategy Market Segmentation, Targeting and Positioning To gain a desirable position among all competitors in customers minds, we will segment our market on two bases: -Demographic Segmentation Geographic Segmentation Demographic Segmentation We are targeting customers depending on their ages. As we mentioned before, we will focus on: children, youths and adults which are the majority of Australian population, we will exclude the: 0-4 and 40-65 years population which means that we will try to attract from 50-60% of Australias population. This is a very huge segment as we are focusing on more than half of the countrys population. Furthermore, we believe that any of these segmented people, with any sex, income, occupation would use our product as it is not a luxury product using by specific customers. Undoubtedly, we will vary our advertising campaign for each generation, i.e. the advertising campaign for children will be different than the youths one. Otherwise, we will make a small bottle for children (150 ml) and a large one for adults (300ml). Geographic Segmentation We will divide Australia as geographically basis to zones and each distributor would be responsible for each zone. E.g. We will divide Australia to five zones: Vic, NSW, WA, SA and Queensland Each company when launching a new product desires a high profit margin, large sales volume, high growth rate. However, we will concentrate more in achieving a long-run high profit and sales instead of the short-run ones. We believe that there are some requirements for effective segmentation: Measurability, Accessibility, Substantiality and Actionability. (Kotler et al, 2007) Our team will work hard to meet all of these requirements We consider that we will face a huge competition and we will face also the threat of substitute products. However, we will do our best to cover our market targeting by maximum three years and to be the market leader for this category in maximum five years. Our plan is to gain more than 55% of supermarket shelves in five years. We realize that this is a very hard mission, but we will try to achieve it by three main steps: Understanding our marketing segments- Maintaining an advertising and promotion plans- -Launching Yoogo with a reasonable price according to the company and according to our consumers.(we will discuss the price part later in Marketing Mix Strategy) Also, we will try to gain a competitive position in customers minds based on the following two concepts: Nestle Family Brand The Nestle family brand is showing care and safety to consumers and this is a very good reason to attract the customer. Communication Due to Nestlà ©s brand name, it is very easy to be in touch.with our customers 5-Marketing Mix strategy: Product Our product is a Fruit drinking Yoghurt with three flavors; Mango, Strawberry and Apricot. We will make two sizes, 150 and 300 ml. The gradients would be described as following: Milk, Skim Milk, Fruit Preparation; mango or strawberry or apricot, and approved flavors and colors (We had discussed the product more briefly in chapter 3) Price In launching this product we could use one of these two pricing methods: Cost- based pricing: Calculating the price by adding a mark-up to the cost of the product. (Kotler et al, 2007) Going-rate pricing: Calculating the price basis on competitors prices, with less attention to our cost or to the market demand. (Kotler et al, 2007) Value-based pricing: Calculating the price basis on buyers perception of value, with less attention to the sellers cost. (Kotler et al, 2007). In Nestle, we use the cost-based pricing method: Unit cost = variable cost + (unit fixed cost à · unit sales) Unit price= unit cost à · (1- desired return on sales) We determine our prices basis of the following objectives: Profit: For any company the most important issue is the profit earning, however, as we are launching a new product, we do believe that we will not gain a high profit margin at least for the first three years Consumer Satisfaction: The most essential factor when determining the price is our customers satisfaction towards our products and prices. Place We will divide Australia to 5 zones; Victoria, NSW, SA, WA, and Queensland. However, we will try to promote Yoogo everywhere, in every small and large city in Australia. Customers will find Yoogo in hypermarkets such as Coles, Woolworths and Aldi, in medium size supermarkets such as IGA and even in small supermarkets such as Seven Eleven. Customers would find Yoogo in cafes, restaurants, hotels cinemas and beaches. In addition, Yoogo is a healthy fruity drink, so you can find it also at hospitals. This plan is a little bit hard to be achieved. However, with the well-established supply chain management in Nestle and with the very good relationships with suppliers, retailers and resellers, we could achieve this plan within maximum three years. Promotion Promotion is the activities that represent the value of the product and encourage customers to buy it. In our marketing campaign and promotion we will tray to reach every body every where. We will do advertising campaigns in newspapers, radio, streets and television. Seeing that the survey research is the most widely method for collecting primary data, before launching the product we will perform a marketing survey research; we will go to clubs, streets and schools. Also, we will implement an online marketing research to collect primary data through online focus groups, using the integration of animation such as; audio, video and virtual environment would help us to overcome any limitations. We will try to select a sample of the population that has been selected, ask those questions about the product and the company and depending on the results of this research, we will implement our advertising campaign. We will support our promotion campaign basis on these four methods: A-Individual Selling: In this campaign, we will implement a direct selling activity especially during the summer months of November, December, January and February. Our team will go to club and beaches to meet our target segments there, they will wear t-shirts and caps with Nestle and Yoogos logos, and they will sell our Yoogos 150 ml bottle. By applying this innovative idea, we hope that our brand will get a great vision in terms of image, sales and brand awareness. B-Sales Promotion: Besides personnel selling, we will implement some sales promotion plans. At the beginning of the product launching, we will go to streets and malls, we will offer free 150ml trial bottles to customers, we will encourage them to try our product and to give us their feedback by email or even by phone. In addition, we will offer a 150ml bottle free with the purchasing of three 300ml bottles. Adding to this trade promotion, we will give the retailer an addition discount 5% during our sales promotion. Our marketing team will implement a major healthy and education campaign about the importance of the product, our team will focus on the concept that our product is a healthy one. Invitations would be sent to parents of school children to attend these seminars. This could help us to improve our brands image in consumers minds. C-Public Relations: Public relation is one of the most important factors in all multinational companies promotions. Every year, Nestle is launching its annual report containing information for shareholders and stockholders. In addition, a large amount of information regarding our product and our promotion would be found in newsletters and magazines issued by Nestle Australia. This promotion would obviously lend a hand in formation of the awareness of our brand.