Change Management: The Komatsu Case

Organizations are in constant interactions with their environments.   A change in the environment will subsequently cause a change in the organization that interacts with it.   This change can be positive or negative, and in both cases, it alters the organization’s status on many different levels.   Dealing with this change on all the levels is a key factor in minimizing disruptions to the organization’s functioning and growth.   In other words, change management is â€Å"a managerial and organizational process that realigns an organizations strategy, structure and process in pro-action or reaction to chaos in the environment† (Worthy et. al., 1996, p. 16).   The process of change management, and how it influences an organization’s strategy and management, is analyzed herewith in context of the Komatsu company.Brief HistoryKomatsu Iron Works was a subsidiary of Takeuchi Mining Industry, manufacturing industrial tools for the parent company.   I n 1921, the founder of the company, Mr. Takeuchi, incorporated Komatsu Ltd. as an independent company.   Komatsu originally manufactured mining equipment, but started making agricultural equipment such as tractors by 1931.   During the second world war, it was an important manufacturer of tanks, bulldozers, and other heavy machinery.   Post-war, Komatsu began focusing on the earth moving equipment (EME market).   In the 1950s, the company’s machinery was in demand because of the ongoing postwar construction in Japan.   Although its customer base was strong at that time, Komatsu did not command a significant market share, and the quality of its machines was inadequate.   This was a major factor in customer dissatisfaction, however, the Japanese manufacturers operated in a protected environment at that time, with no significant foreign competitors.In 1963, the Japanese Ministry of Trade allowed the entry of foreign EME manufacturers in Japan.   This signaled a com plete change in Komatsu’s market environment.   Now the competition extended to foreign counterparts, most of whom had long been established as market leaders in the EME category.   The following sections discuss Komatsu’s strategies for managing these challenges, and how they dealt with change in the process.CompetitionMajor heavy machinery manufacturers like Caterpillar, J.I. Case, Fiat-Ellis and John Deere were all technologically more advanced than Komatsu, and had widespread dealer networks and manufacturing bases.   The most formidable competitor in the EME segment was Caterpillar, the world’s largest manufacturer of heavy machinery.   Caterpillar’s equipment was much more sophisticated and of a higher quality, and its distributor and dealer network was very solid.   Komatsu realized then that it was imperative for the company to upgrade its products and operations, in order to survive the competition.The company was headed at the time by Yashinari Kawai, who recognized the urgent need to revamp the company’s product quality, both technically and functionally.   In order to bring Komatsu products up to date, the company signed licensing arrangements with two major EME manufacturers, International Harvester and Bucyrus Erie.   This gave Komatsu the opportunity to improve the equipment quality for the agricultural and the industrial sector.In addition, Kawai implemented the Japanese concept of TQC (Total quality Control), which led to a huge improvement in the performance, reliability, and durability of the equipment.   This was one of the major change management challenges that Kawai handled successfully.   Kawai realized that in order to change the customers’ perception of Komatsu products, it was first necessary to change the employees’ own view of the kind of products that the company made.Changing the mindset of every employee and incorporating the philosophy of uncompromised quality a t every level in the company required a strong, skillful leader.   Kawai manouvered this change implementation by open communication, reward, and most importantly, setting an example for all employees by involving everyone from the top management to the shopfloor workers, in this endeavor.  Ã‚   When Komatsu was awarded the Deming Prize for quality control just 3 years later, it served as a huge morale booster for the company.Another major change measure implemented at this time was Project A.   In the first phase of this project, the employees were instructed to ignore costs and concentrate solely on achieving the best possible quality for their equipment.   Once this goal was achieved, the second phase of Project A was implemented, focusing on cost reduction.   Each and every aspect of design and manufacturing was closely scrutinized, checking for bottlenecks and wastage of resources.This resulted in a lean, finely-tuned manufacturing process, that complemented the high quality of Komatsu’s equipment.   From 1965 to 1970, the company’s domestic market share grew from 50% to 65%, despite the presence of Mitsubishi-Caterpillar.   According to Kawai, this feat was achieved largely due to the employee morale and drive at Komatsu.   In his words, â€Å"the prevailing atmosphere was that of a crisis, resulting in a spirit of unity between the management and the staff†.   This company-wide presence of a common goal took precedence over management and labor issues, and resulted in highly successful change management.Komatsu had implemented a two-pronged strategy to achieve success – vertical integration and TQC.   Vertical integration meant that the entire line of business had to be perfectly aligned and free of defects, right from the bottom.   To ensure this, they started with quality raw materials.   The second aspect was TQC – incorporating the philosophy of quality control everywhere and within everyone in the company.   Komatsu also extended the TQC strategy to its dealerships, encouraging them to implement the system.   This strategy of tackling the problem at the root and improvising upon it was the key to strong growth, and enabled Komatsu to offer formidable competition to Caterpillar – accomplishing what other companies such as J.I. Case and John Deere could not.Business EnvironmentFrom the time Komatsu started implementing change, the business environment was constantly shifting, in terms of demand, cost advantage, and regulations.   By mid-1970s, the domestic market for EME was stagnating, with Komatsu having 60% of the market, and the Mitsubishi-Caterpillar partnership having 30%.   Growth was slowing down in the less developed countries too.   Komatsu’s management responded by developing the V 10 plan, aiming to reduce costs by 10% while improving quality.   In 1976, an unexpected event in the financial markets caused further concern.   The Ja panese Yen was appreciating rapidly against the dollar, rising from 293 in 1976 to 240 in 1977.   To cushion the company’s exports, Komatsu’s management followed an internal exchange rate of 180 yen to the dollar.   This ensured that Komatsu’s costs and pricing were well-adjusted to the market conditions, and their exports did not suffer.   Komatsu’s policy of anticipating change and fortifying the company against any adverse effects again worked to its advantage.Problems faced by KomatsuExporting their equipment to other countries had always been a part of Komatsu’s vision.   This goal constituted the company’s Project B.   With their improved and technically capable equipment, by 1970 Kawai was eager to launch major international operations for the company.   However, there were considerable barriers to this end – Komatsu’s limited international recognition and dealer base, fierce competition, and legal regulation s.The technology license that it had obtained from International Harvester and Bucyrus Erie had imposed export restrictions on them.   Komatsu recognized this as an impediment, and established its R&D laboratory in 1966.   But there were still significant requirements for establishing an international market presence.   Caterpillar, for example, had its dealership centers across the globe, some of which were exclusive dealerships.   This made it difficult for Komatsu, with its relatively limited product line and manufacturing base, to create the required dealer network.   In order to overcome this obstacle, Komatsu priced its products 30 to 40 percent below Caterpillar’s.   This allowed them to get the intial foothold in the international markets.   Komatsu also benefited from the increased demand for construction machinery in less developed countres in Asia and Mexico, and in Saudi Arabia.In the 1970s, Komatsu had also started expanding its product line.   Ry oichi Kawai, now the president of Komatsu, made special efforts to build and develop international client and dealer relationships.   He also instructed managers to regularly visit customers, and get first hand information on their requirements and issues.   Keeping abreast of technological changes and being one of the first to adopt and incorporate new technology in its equipment was a key factor to success.Komatsu incorporated electronic technology into all its machinery, creating differentiated, high quality products.   In 1979, the worldwide construction industry was at a low.   To combat the depressed economy, Komatsu’s management launched the â€Å"F and F† or Future and Frontiers program, formulated to develop new products and new businesses.   Once again, a companywide buzz was created, and suggestions were welcomed from every level within the company.   These suggestions resulted in the production of diverse new products such as arc-welding robots and an excavating system for deep-sea sand.In the early 1980s, Komatsu objected to the export restrictions which still continued to be imposed on it by Bucyrus Erie.   Komatsu won this appeal and gained export rights from Bucyrus Erie.   It also managed to free itself from the agreement with International Harvester, and gained full freedom to export its equipment worldwide.   This was a major milestone for Komatsu, and the company took full advantage of its established quality and dealerships.   It also capitalized on the embargo that prevented Caterpillar from exporting to Russia in the early 1980s.   In 1981, the Siberian Natural Resource Project was handed over entirely to Komatsu.   In a short while, Komatsu was expected to outperform Caterpillar in the Russian market.As their international customer base increased, so did the need for customized equipment for different countries, based on the type of work, environment, and legal regulations.   Designing customized equipment for each customer separately was not cost effective.   To counter this, the management adopted the policy of EPOCHS – Efficient Production-Oriented Choice Specifications.   The idea was to save costs by standardizing production modules for core projects along with the required number of parts, and adding different specifications as necessary.Around this time, the increasing freight and shipping costs, and Japan’s strained trade relations with the US and Europe were increasingly becoming a cause for concern.   It was during this time that the US automakers opposed the import of Japanese cars in the market, and Komatsu was fearful that a similar plea might be raised by Caterpillar and other heavy-machinery manufacturers. In order to curb these potential problems, Komatsu manufactured the core parts of its equipment in all its plants.   This reduced the shipping frequency as well as the freight costs.   It also developed assembly bases in Brazil and Me xico, and was working on a joint venture proposal with its dealer in Indonesia.Current Situation and OptionsThe case refers to the scenario in 1984, a period of recession around the world.   The building and construction industry was also affected, with most players assuming some losses.   The biggest source of concern for Komatsu, however, was Caterpillar.   Caterpillar had experienced its third consecutive year of losses, and was in the midst of a major labor strike.   Kawai knew that this was an opportunity to take over where Caterpillar faltered – but it was also an indication of the increasingly difficult   business environment.   Witnessing a large, successful company like Caterpillar struggling to retain its position in the market, Kawai became concerned about Komatsu, and what it could do to avoid being in a similar situation.Komatsu’s options were centered around keeping a close watch on the market and on Caterpillar.   Komatsu employees were in the habit of reading Caterpillar’s monthly news bulletins and press releases, in order to stay informed regarding their competitor’s activities and plans.   Komatsu also realized the need to keep its labor force functioning, and continue keeping the costs down.   Their international operations also had to be strengthened at this time, capitalizing on Caterpillar’s compromised position.  Ã‚   These options are evaluated in the following section.RecommendationsIn keeping with its established policy, Komatsu should place particular emphasis on anticipating change and devising measures to optimize the benefits while curbing the negative effects.   To an extent, it was complacency that had cost Caterpillar – the managers’ priority was on increasing the customer base without addressing customer value or employee needs.   Therefore, managing labor relations is one of the most important issues for Komatsu.   The workers at Komatsu earn signific antly lesser than their counterparts at Caterpillar.   However, this is offset by high employee morale and  Ã‚   strong labor-management relations.   Maintaining this status is extremely important for Komatsu, both in terms of employee productivity and controlling costs by minimizing overhead.The second recommendation for Komatsu would be to strengthen its international presence.   With the capital that it has accumulated, Komatsu is in a position to either buy out a number of smaller competitors, or acquire a successful ally.   This would further consolidate Komatsu’s manufacturing operations and distributor channels.   It should also continue its R&D efforts and product diversification plans, and stay ahead of the competition.   If necessary, Komatsu can form a joint venture with a company to ease the manufacturing and operations of diversified products.ReferencesWorley, C.G., Hitchen, D.E., & Ross, W.L. (1996). Integrated strategic change: How OD builds a com petitive advantage. Reading, MA: Addison-Wesley.

British Art-William Blake

Though William Blake is held today as one of the premier poets of the pre-Romantic era, his contributions as a painter is often overlooked. Like his poetry, his paintings and etchings reflect his deeply held religious beliefs, as well as the many questions he had not only about faith but the nature of existence. Reflecting a sensibility that was unusual by the standards of the day, Blake’s choice of subject matter for his paintings ran from traditional biblical scenes to gothic depictions of ghouls and creatures from Hell sent to tempt and torment humanity.His illuminated printing also helped create significant depth in his poetry, adding to the impact of the words, and often reflected the same biblical concerns and reverences that Blake held for his Christian beliefs. Combining the gothic with a proto-Romantic sensibility, William Blake created art that not only reflected his religious beliefs, but also borrowed from biblical, literary, mystical, and personal inspirations to create unique art that remains as compelling as his poetry and speaks volumes of the creative genius of the man.Though many in the modern day consider William Blake one of the seminal poets of the early Romantic period, Blake he did not support himself as a poet during his life but got by on patronage and commissions for engraving and painting. His projects were most often literary and religious in nature and included the Book of Job and other scenes from the Bible; Chaucer’s Canterbury Pilgrims; Milton’s Paradise Lost and Paradise Regained.His eccentricity and imaginative intensity, which seemed like madness to more than a few of his contemporaries, came from Blake’s childhood fill by such events as beholding God’s face pressed against his window, seeing angels among the haystacks, and being visited by the Old Testament prophet, Ezekiel (Abrams, 2000, p. 36). When his brother died in 1887, Blake claimed that he saw his â€Å"released spirit ascend heave nwards, clapping its hand for joy,† and soon after, this spirit would visit him with a critical revelation of the method of â€Å"Illuminated Printing† that he would use in his major poetical works.His obscurity as a poet was due in part to the difficulty of his work after the mid-1790s but chiefly to the very limited issue of his books, a consequence of the painstaking and time-consuming process of his â€Å"Illuminated Printing. † Blake’s illuminated printing allowed him to not only publish his poetry but also create art to compliment it.The books included many etchings, most often colored in dramatic fashion, that depicted many of Blake’s religious and social concerns. He prophesized, included biblical satire and concerns, and addressed timely subjects such as the suffering he observed and the rampant state of religious hypocrisy in London. As Blake’s mythical poetic character Los said, speaking for all imaginative artists, â€Å"I must C reate a System or be enslaved by another Man’s† (Abrams, 2000, p. 27).In Songs of Innocence and of Experience, Blake reflects the increasing shift of Western society towards a more secular, independent mode of thinking. To Blake, the simple joy to be had in venturing the countryside to hear the songs of the birds is more valuable than learning science from books, or religion from the scriptures, and in his work Blake suggests that children are inherently and naturally good, and only through the systems of man are they corrupted and robbed of joy.This new faith of Blake in the natural goodness of humans contradicts the concept of the fall of Man, espousing that the malaise of modern culture is a mode of psychic disintegration and of resultant alienation from oneself, one’s world, and one’s fellow human beings (Abrams, 2000, p. 39). To Blake, like later poets of the Romantic age, the only hope of recovery for humanity rested in reintegration into the social and natural worlds, as well as adherence to the incorruptible word of God.In Songs of Innocence, Blake combines many of his social and religious views into an etching accompanying his poem, â€Å"The Little Black Boy. † In some copies, Blake tinted the black boy’s skin as light as the English boy’s, while in others he colored them differently; while the heavenly scene that Blake depicts shows both boys sheltered by a tree and welcomed by Christ, it also puts the black boy outside of the inner circle formed by the curve of Christ’s body and the praying English boy.Blake depicted the racism of London by showing the little black boy as not a part of the configuration of the prayer, but rather a witness to it, stroking the hair of the English boy who has no regard for him (Abrams, 2000, p. 45). By depicting the innocent scene with Christ as he does, Blake is showing how Christian society often excludes those that do not fit the right social criteria. This uni que aspect of Blake’s religiousness was one of the main precursors to the spirit of freedom and equality that would come to dominate the Romantic era.Blake hoped to reach a wider audience with a private exhibition of his illustrations in 1809, but his adventurous originality, coupled with his cantankerous and combative personality, left him largely ignored, except by a few harsh critics. At the time of his death in 1827, he was impoverished and almost entirely unknown except to a small group of younger painters, and only decades after his life did interest begin to grow in his literary and artistic contributions.The overwhelming theme in the works of Blake is religion. During his life, Blake declared that â€Å"all he knew was in the Bible† and that â€Å"The Old and New Testaments are the Great Code of Art. † This is an exaggeration of the truth that all his religious and prophetic art deals with some aspects of the overall biblical plot of the creation and the Fall, the history of the generations of humanity in the fallen world, redemption, and the promise of a recovery of Eden and of a New Jerusalem (Abrams, 2000, p. 37).Though Blake spent considerable time on his illuminated printing, his continuous experimentation with form and artistic expression led to a series of large color prints of massive size and iconic designs. Though no commission or public exhibition is recorded, and the exact intensions of the artist and the works’ creation remain unknown, the prints continue to reflect Blake’s literary and biblical concerns, featuring twelve designs with subjects drawn from the Bible, Shakespeare, Milton, and Enlightenment subjects such as Newton (Barker, 2004).Once again, Blake treads the fine line between religious faith and faith in humanity to understand existence and create magnificent works of beauty. However, unlike many of the artists that would follow him, Blake’s art displayed many of his preferences for the medieval and gothic art of the centuries prior. Blake was not alone in his interest in gothic culture, and a great gothic revival swept through England, Europe, and North America towards the end of the eighteenth century.Often reflected best in the dramatic spires of architectural creations of the time, Blake saw these architectural and sculptural accomplishments as the perfect embodiment of his artistic ideal, where spirituality and aesthetic values were inseparable (Tate Britain, 2008). To Blake, the spiritual attributes of the gothic revival reflected the height of creative expression, and his art included many characteristics of the gothic style. In his engraving, Joseph of Arimathea among the Rocks of Albion helps express some of his Christian gothic ideals.The picture depicted the legendary figure that supposedly brought Christianity, as well as art to Blake, to ancient Britain, and Joseph is depicted as a melancholic artist reflective of Blake’s ideals (Tate Britain, 2008). Though Blake described his technique as â€Å"fresco,† it was more of a form of monotype which used oil and tempera paints mixed with chalks, painted onto a flat surface such as a copperplate or piece of millboard, and he simply pulled prints by pressing a sheet of paper against the damp paint, often finishing designs in ink and watercolor to make them each unique (Barker, 2004).Blake’s talent for painting religious icons caught the attention and won the patronage of Thomas Butts, who would become one of Blake’s biggest supporters. Using the Bible as he key source of inspiration, between 1799 and 1805, Blake produced one-hundred thirty-five watercolors and paintings for Butts; Blake used the Bible not merely as a historical, spiritual, and literary guide, but also the fundamental source of all human knowledge, even of the future (Tate Britain, 2008).In the religious paintings Blake produced for Butts, he employed the tempera technique believing it to be r epresentative of the spiritual art of the medieval times that inspired the gothic revival. Using his own symbolism in many of the religious scenes he depicts, Blake incorporates many of the Enlightenment ideals into his scenes. In one depiction of Christ, Blake depicts him as holding a compass, as meant to signify the predomination of reason, and shown in his other works, most famously in his portrayal of Isaac Newton (Tate Britain, 2008).Blake’s gothic style was also incorporated in his highly stylized religious subjects like The Great Red Dragon and the Woman Clothed in the Sun, which come directly from the Book of Revelation. Along with his depictions of Chaucer’s pilgrims and Dante’s themes of Catholicism, Blake continued to depict religion in his work until his death. Though William Blake is considered a precursor to the humanism and natural passion of the Romantic era, his religious beliefs dominated much of his work and his life.Unlike many religious arti sts, Blake retained his own unique views of religion, and did not shy away from depicting its flaws and misinterpretations. However, Blake continued to see the goodness of religion, as well as humanity, and did his best to combine the elements of the real world with that of the spiritual world. And, while Blake is still considered more of a poet than for his achievements in painting and etching, the complete picture of the artist is not complete without knowing his accomplishments in each art form, and understanding the importance that religion played in inspiring their creation.REFERENCES Abrams, M. H. (2000). William Blake: 1757-1827. The Norton Anthology of English Literature. 7th Ed. Vol. 1. New York: W. W. Norton & Company. Barker, E. E. (2004, October). William Blake (1757–1827). Timeline of Art History. New York: The Metropolitan Museum of Art. Retrieved April 22, 2008, from http://www. metmuseum. org/toah/hd/blke/hd_blke. htm Tate Britain. (2008). William Blake. Retri eved April 22, 2008, from http://www. tate. org. uk/britain/exhibitions/blake/blakethemes2. htm

Mean-Variance Analysis Essay Example | Topics and Well Written Essays - 1500 words

Mean-Variance Analysis - Essay Example The practical applications of portfolio theory abound in different segments of business and finance. This report seeks to explain the principles of diversification, and discuss some practical applications of portfolio theory in business and finance. Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Principles of Diversification 4 Application of Portfolio Theory Mutual Funds 5 Application of Portfolio Theory Capital Allocation 7 Application of Portfolio Theory to Product Portfolio Decisions 8 Recommendations 10 Conclusion 10 References 11 Introduction Diversification is the premise that underlies portfolio theory (Markus, 2008). A portfolio is a combination of assets with a unified risk and return value expectation. Diversified portfolios ensure that loses are minimized if they occur (Hill, 2010). Mean-variance analysis helps determine the viability of an investment portfolio through the analysis of the portfolio risk. The theory relies on the use of portfolioâ €™s variance by comparing how assets in the portfolio vary with regard to each other (Diether, 2010). Mean-variance analysis for a diversified portfolio measures the portfolio’s efficiency. The most efficient portfolio has the highest expected return for a certain standard deviation. Mean-variance analysis application in business and finance helps in making the optimum decisions about the riskiness of a portfolio. This report seeks to demonstrate the practical applications of mean-variance analysis in portfolio theory. Principles of Diversification One of the principles of diversification is the belief that the portfolio, as a whole, is more important than the individual assets (Sumnicht, 2008). Secondly, investors are risk averse, and therefore will only invest in those portfolios which they belief will be adequately commensurate to their returns. Investment should be for the long term, probably up to ten years into the future (Sumnicht, 2008). Diversification presumes t hat markets are efficient, and will not have any unforeseen disruptions. Finally, each risk level bears its own unique optimal allocation with regard to asset class at which the portfolio bears maximum returns. Application of Portfolio Theory Mutual Funds Mutual funds are actively managed investment options in which investors pay investment companies to invest their money in stocks and pay a return on the same. The financial analysts at the mutual fund companies make use of portfolio theory in calculating risks on their clients’ portfolios. The portfolio theory offers a robust and comprehensive model on which to calculate risk and make sound investment decisions from the results (Sumnicht, 2008). However, mutual funds offer a unique challenge to the effectiveness of the portfolio theory in that the final return faces significant distortions due to high fees, hidden costs, unpredictable taxes, and uncertain stock investments (Rutner, 2004). A major part of the modern portfolio theory is the frontier curve. The frontier curve plots risk and return (FundsMover, 2012). According to the portfolio theory, the funds that lie on the curve form the maximum yield potential for a given level of risk, measured as standard deviation. The curve flattens as the return rises. The rate of return per risk decreases, and at some point the amount of risk an investor exposes himself/herself to increases considerably for a slight increase in the return. The standard deviation indicates the volatility of the mutual fund.

Balancing Life and Responsibility Research Paper

Balancing Life and Responsibility - Research Paper Example The project involved operations in different locations. While operations within the office majorly required office work, field operations were more involving and subjected team members and their supervisor to adverse conditions such as cold weather and dust. It was therefore equitable to alternate team members between office and the field for a fair experience. My two project supervisors were therefore expected to alternate but one of them reported allergic reactions that could not allow her to work in the field under the then conditions. The other supervisor equally needed a break from the field as members of his team were accorded. This created a dilemma because while each of the supervisors’ needs was justified, I did not have extra personnel to supervise the field apart from the two. I therefore had the option of compelling the allergic supervisor to honor her contractual obligations and go to the field or to protect her life by compelling the other supervisor to work in t he field since that was still part of his contractual obligation (Badaracco, 1998). I applied a directive approach of situational leadership to resolve the dilemma (Blanchard, 2008). I balance my professional identity and personal identity by avoiding conflict of interest in my professional scope of work and avoiding personal attachments to involved processes. This is because personal identity involves personal traits with emotional attachments and a conflict with professional identity may undermine decision-making and compromise professional roles. I therefore ensure a balance between the two identities by being emotionally sober and ensuring that I identify organization’s interest and policies in every decision (Badaracco, 1998). Professional identity and personal identity are different in their scope of development and application. Personal identity is derived from social setups and experiences and majorly applies to family setups and informal

Foreign Direct Investment Research Paper Example | Topics and Well Written Essays - 2500 words

Foreign Direct Investment - Research Paper Example Acquiring equity interest in foreign countries is considered to be the most effective and easiest form DFI. From a pure financial perspective, acquiring equity interest in companies which does not give controls over the financial decisions of the local entity is not considered to be an effective FDI. By acquiring the controlling interest in a local company, a foreign country has an opportunity of obtaining strategic advantage. Another form of DFI, which has been gaining a lot of attention lately, is licensing and technology transfer between organizations. With the advancement in science and technology, the MNCs are now investing heavily in Research and Development (R&D) in order to devise cheaper, more effective and efficient ways of production. Through licensing and technology, organizations are entering into alliances with foreign entities, even academic institutions, which have brought significant advancement in the fields of medical, food and agriculture, digital media production , robotics and information technology communication. Licensing agreements are lucrative and beneficial for the companies as it allows them to take full advantage of the latest technologies and advancement, without having to expose themselves to the risk of failed R&D investments. Readymade ideas and innovations are on the shelves, and all the organization has to do, is to pay royalty. Organizations, particularly MNCs, indulge themselves in FDI bearing a defined set of motives into consideration. Enhancing profitability and shareholders wealth, reducing cost of production and improve the method of production are few. Broadly, the reasons for doing DFI can be divided into two categories; Revenue related motives and Cost related... Organizations, particularly MNCs, indulge themselves in FDI bearing a defined set of motives into consideration. Enhancing profitability and shareholders wealth, reducing the cost of production and improve the method of production are few. Broadly, the reasons for doing DFI can be divided into two categories; Revenue related motives and Cost related motives. Considering its revenue related motives, a company has to constantly evaluate the potential of its current market in order to identify whether it has been saturated to an extent where the derivation of additional revenue is impossible. These situations often arise when there is intense competition in the home country and the growth of the company has reached its threshold. In order to survive and operate profitably, the organizations then seek other horizons. Countries such as China, India, South Korea and Malaysia are few which have been attracting foreign investors lately. With the passage of time and international trade becomi ng more and more regulated, the trade barriers have been abolished and consumers of developing countries are being benefited. A Foreign market can be proved to be profitable in cases where the factor of production in the organization’s home country is expensive. Race for new and advance technology is becoming more vicarious among the giant MNCs. It is quite apparent that the organizations which are heavily technology driven are performing at a better pace when put in comparison with their competitors.

OPEC from a Game Theory perspective Term Paper Example | Topics and Well Written Essays - 2250 words

OPEC from a Game Theory perspective - Term Paper Example The theory has its rules and game theorist uses them to predict equilibrium outcome. One of the world bodies that utilize game theory in its operation is OPEC. The study focuses to find the extent of game theory in OPEC and the effect of member’s and non member’s states on the strategies in production and market share. OPEC is an intergovernmental group formed by Venezuela, Kuwait and other countries in 1960. The organization aimed to seize the benefit of controlling the supply to maximize revenue of member states. The organization also aimed at stabilizing and bringing agreement in the marketplace of fuel to do good to both consumers and producers. This was a common strategy employed to try and influence the prices of crude oil. The idea of OPEC in the initial stages was to prevent the fall of prices after an all time high that enabled oil producing countries maximize on their utility. OPEC is referred to as a global cartel in the oil producing countries. Classical eco nomist present a condition that monopolist utilize to maximize profit, MC= P (1-1/e) given that P is the price of oil, e is the elasticity of demand and MC represent marginal cost of oil production. Economist hint that oil price are inelastic in the short run, and OPEC can increase above the market price. (Source: Dye 2) Supposing that there are two firms in a cartel, the maximizing price would be where marginal cost 1 = marginal cost 2 = marginal revenue. The maximizing price would be where the two marginal costs meet marginal revenue. OPEC member’s state has a reserve of 79.3% of the world crude oil and was producing 63% of the global oil export in 2009. OPEC does not use market force s for marginal revenue and marginal cost to determine equilibrium price. Free market would result with some countries producing none while others benefiting so much to the extent of controlling production. For example, Saudi Arabia could benefit more than the rest of the country because it has vast oil reserves and therefore it can afford to increase production at a lower price. Therefore, free competitive market is not possible in the oil production industry and it explains the reason behind forming a cartel (Gambits 3). In order to maximize utility, OPEC considered strategies to control production through quotas system. Every nation state produces a certain percentage of production capacity. However, the challenges facing OPEC is on determining the actual or the maximizing quota that each member’s state produces. The solution to these challenges lies on game theory (Gately 1). The OPEC members have a duty to have the same opinion on a strategy to restrict output such that prices are prolonged at a high level. Nevertheless, some scholars like Friedman argued that Arab countries cartel on oil production would collapse because high prices of petroleum are not sustainable even if the output is put to zero. OPEC, unlike other bodies, is exceptional. The decisions agr eed upon are of decisive to every member and failure to adhere has dire consequences. This strength of OPEC has ensured the sustainability of world prices today and will sustain even in the future. According to Osborne cartels faces inherent problem of cheating, and determining quotas and it is wrong to classify them as stable. Gately (3) says that the OPEC as a cartel is maintained at Nash equilibrium. At Nash equilibrium, every country

Critical Risks Assessment and Milestones Schedule Essay

Critical Risks Assessment and Milestones Schedule - Essay Example 1). In this regard, the critical risk assessment and milestones schedule for Dr. McDougall’s would encompass the following: (1) a SWOT analysis; (2) an identification of the contingency plans; and (3) a description of the preferred timing and objectives of your business plan. The strengths of the organization were identified in products they offer using all natural ingredients, are easy to prepare, and are consistent with the needs and requirements of health conscious people who are always on the go. The use of product ingredients and packaging that comply with standards imposed by environmental advocates increase the competitive advantage of the company over other producers in the industry. The weaknesses were identified in the need to offer diverse and new product variances that would cater to a wider market base. Further, the costs of all natural ingredients are relatively higher and more suppliers need to be solicited to ensure a steady supply at the least possible cost. There are vast opportunities facing Dr. McDougall’s ranging from producing other product variants to cater to diverse ethnic and cultural groups. Further, with the government’s thrust of focusing on organic products and the use of healthier ingredients, there is an expected increase in demand, both in the local and international markets. On the other hand, the threats come in terms of increasing competition and substitutes due to the lure of profits and high demand for healthy food products that are easy to prepare, buy and consume. The Porter’s Five Forces Analyses provide ample information on the organization’s threats and even bargaining powers of both suppliers and buyers that influence their current and future operations. To address the weaknesses and threats, Dr. McDougall’s should solicit alternative sources of natural ingredients to extend the scope

Dance research paper Example | Topics and Well Written Essays - 1250 words

Dance - Research Paper Example Vaslav was born in the year 1890 in Kiev. Vaslav’s parents were both dancers that were well acclaimed. This was one of the factors that motivated Vaslav to join the dancing world. The family had its own dancing company where they recruited and trained dancers. Vaslav was a natural dancer and did not require a lot of training. The dancing company trained dancers that performed all over Russia with Vaslav tagged along almost all the events. This was the basis of his experience and he gained a lot of confidence due to facing large crowds at a very young age (Kassing 173). The breakthrough for Nijinsky came when he met up with Sergei Diaghilev. This was one of the most prominent people in the entertainment scene at the time and Nijinsky was fortunate to be linked to him. After a while, he joined his dancing group where he got to learn various dance styles. At first, Nijinsky was not sure of which dancing routine he would pursue and thus, with assistance and training, got to try different dances (Russes). After several trials, he got to decide that ballet dancing was his routine of choice and from there on, he indulged fully in this. Diaghilev took Nijinsky alongside other dancers to Paris for a performance. In this performance, Nijinsky pleased the crowd and got a standing ovation alongside with the other dancers since he was the lead in that particular routine. Le Pavillon d’Armide is one of the most acclaimed pieces that the character performed (Russes). This is a piece that he performed in Paris and gave him a huge positive applaud. His style was different from the people that had initially acted and danced in the piece. The reason for this is that Nijinsky was creative. It is also significant to know that he had the ability to relate actively with the audience. In the particular piece, Nijinsky would at times bend over so as to greet his audience while still

The Drawing of Nation State Boundaries in Rwanda Essay Example for Free

The Drawing of Nation State Boundaries in Rwanda Essay The drawing of Nation State boundaries in Sub-Saharan Africa didnt take tribes, religious or regional groups into account. This consequently led to the mistreatment of some groups by others, which eventually led to the majority of reasons causing civil war and strife. These drastic events stopped economic growth and perpetuated 3rd world poverty. The European powers didn’t start laying claim on Africa until the second half of the nineteenth century, when they nearly laid claim on the whole continent. Because competition was so aggressive amongst the European powers, a conference was held in Berlin in 1884 to divide up Africa. The major countries that participated were Britain, France, Germany, Belgium, and Portugal. When the conference was in progress, a majority of Africa was still under traditional African rule. Eventually (after 1900) the colonial powers managed to gain control of all areas of Africa. In his article on colonialism in Rwanda, Troy Riemer states â€Å"A new kind of racism was brought to Rwanda upon the arrival of Europeans in the 20th century. Colonists assumed their own superiority and valued those physically and geographically close to themselves† (Riemer 2011). Before the European powers colonized Rwanda the elite group was the Tutsi cattle herders. The majority of the colony was made up of peasant farmers, known as the Hutu’s. In pre-colonial times, the division between Hutu and Tutsi was sometimes blurred. Some Hutu bought cattle and were accepted into the upper classes, while some Tutsis became poor peasants. Rwanda was first colonized and governed by Germany, but was later taken over and newly ruled by Belgium. Belgium was quick to discriminate between the Hutu’s and Tutsis. â€Å"In 1933 Belgian rulers introduced ethnic ID cards and favored the Tutsis. Later they quickly switched sides and effortlessly supported the Hutu majority† (Riemer 2011). â€Å"Vengeful Hutu elements murdered about 15,000 Tutsis between 1959 and 1962, and more than 100,000 Tutsis fled to neighbouring countries† (Jones 2002). This favoritism that before colonization was not really recognized or argued with was becoming an issue between the Hutus and Tutsis. Little did anyone know, this new since of entitlement brought about by the Belgian government would cause massive amount of turmoil, hatred, heartbreak, and war in the years to come. After the Tutsi king’s passing in 1959, Rwanda has gone through a series of heartbreaking civil wars that eventually lead up to the genocide in 1994. â€Å"According to Gerard Prunier, Because of the chaotic nature of the genocide and the events leading up to it, the total number of people killed has never been systematically assessed, but most experts believe the total was around 800,000 people. This includes about 750,000 Tutsis and approximately 50,000 politically moderate Hutus who did not support the genocide. Only about 130,000 Tutsis survived the massacres (Jones 2002). Rwanda today is still continuing to rebuild economically and heal as a whole, slowly but surely. It has taken this country years after the last genocide to even consider being called ‘back on their feet’. An article was written in 2010 by the New York Times on the genocide’s 16th anniversary, discussing Rwanda’s progress since all the violence. â€Å"This country has certainly come farther in the past 16 years than even the most optimistic observers would have predicted. All of this development is important to recognize because it has been the government’s express policy to deliver basic services and economic growth to its people in order to mitigate genocide ideology† (Ruxin 2010). â€Å"Five years ago, traveling anywhere in the country was bound to be a bumpy ride, if the way was even passable. Today, east-to-west and north-to-south, the road infrastructure is impressive and continues to expand. Five years ago, the country struggled to get tourists in for $375 permits to visit Rwanda’s mountain gorillas. Today, during high season, there are not enough $500 tickets to meet the demand. Five years ago, there were no supermarkets or ATMs, and the cheapest cell phones cost $50. Today there are multiple supermarkets, over a dozen international ATMs, and cell phones that cost $14 are plentiful† (Ruxin 2010). â€Å"Against this impressive backdrop, crushing poverty still affects about 40% of the population. Millions live on tiny plots of land scarcely capable of producing adequate food for families in which the average woman gives birth to six children. It’s this latter issue –raging population growth – that continues to perplex the policy and development wonks in Rwanda† (Ruxin 2010).

Example of a Speech Outline Essay Example for Free

Example of a Speech Outline Essay Specific Purpose: To inform my audience about the decreasing number of whales and the reasons why they are hunted down. Central Idea: Whales are declining in numbers as there are commercial reasons that explain why they are hunted down: their blubber, meat and bones. Introduction I. ‘Whale Wars’. A. Ever heard of it? B. If you haven’t, it is a documentary about a group of very brave and concerned conservationists called ‘The Sea Shepherd’ who literally have wars with a Japanese whaling ship. C. But why do they do it? Why do they put themselves in danger to fight against a gigantic ship equipped with harpoons when all they have are gas grenades? II. Their concern is towards the killing of whales at a large scale by the Japanese ship called ‘Nishin-Maru’. A. The Japanese managed to win votes at the 2006 IWC conference declaring the Moratorium on Commercial Whaling unnecessary and blamed the whales for depleting fish stock. B. Following their win, they have expanded their whaling efforts to kill in the Atlantic, doubling their normal kills. III. From the opportunity that I have gained by watching this documentary and little research that I have done, I was able to see clearly how much damage that we humans have caused. IV. Today, I would like for all of you to say the same once you have seen the numbers of whales that are declining and why they are hunted down. (Transition: I would like to begin with the downfall of these mighty giants) Body I. Whales continue to decline in numbers and there are reasons why they are hunted down. A. The Japanese exploits a loophole in the International Whaling Commission (IWC) 1. Despite the banning whaling, they have killed more than 17,000 whales for their so called ‘scientific research’. a. What were once 220,000 of them, the number of Blue Whales has now been reduced to only 3000 worldwide. b. The common species of Minke Whales being the smallest of all kind were targeted only after the larger species became rare are estimated about 250,000 left worldwide despite Japanese claims of close to a million. B. Whales continue to be killed largely for their blubber, meat and bones to satisfy human desires. 1. This includes whale oil, which is obtained from the blubber used as a cheap illuminate, giving off a strong odour when burnt and was therefore replaced with cheaper, efficient kerosene. a. However, whale oil is still extracted by the Intuits’ of North America as they are granted special whaling rights by IWC. b. Whale oil is also used to make margarine and in cars as an automatic transmission fluid until it was banned by Endangered Species Act. 2. Whale meat is also sold in many 1st class Japanese Restaurants for top dollar as it is said to be exclusive. a. However, research has shown that 75% of Japan’s whale meat goes unsold. b. A newspaper poll found that only 4% of Japanese regularly eat whale meat. 3. The bones of whales are also used to make various types of clothing including women’s corset and other type of items such as umbrellas and fishing rods which are all made from the plates of Baleen Whales. Conclusion I. I sincerely hope that you understand the damage that we humans can and have caused. II. Needless to say, the number of whales are rapidly decreasing and now you know why, shall we not make an effort in saving these creatures? III. That’s all from me, thank you.

The Hawaiian Monk Seal: An Endangered Species

The Hawaiian Monk Seal: An Endangered Species The Hawaiian monk seal (Neomonachus Schauinslandi) is an endemic species located on the Hawaiian Islands. It has the following taxonomy: Kingdom: Animalia, Phylum: Chordata, Class: Mammalia, Order: Carnivora, Family: Phocidae, Genus: Neomonachus, and Species: Schauinslandi (fisheries.noaa.gov). It is found predominately on the Northwest Hawaiian Islands, with a smaller population located on the main islands. The monk seal arrived at the Hawaiian Islands anywhere from 3.5 to 11.6 million years ago. They are believed to have entered from the east via a passage way in Central America (fpir.noaa.gov). The animals were hunted aggressively in the 19th century for their fur. Since then, there population has not been able to recover. The monk seals face a number of obstacles to survival. Its population is still declining, as there were an estimated 1,112 remaining in 2015. Historically, its geographic range has been within the U.S. waters near the Hawaiian Islands. They can be found on the isolated beaches of the northwestern islands. They spend much of their time at sea near coral reefs. The seals habitat also consist of submerged sea banks, atolls, and other areas offshore. The monk seal typically forages for food at a depth of 60-300ft. deep (fisheries.noaa.gov). During breeding season, the monk seals are located on the sandy beaches of Hawaii. They prefer remote and secure locations when nursing their pups, which lasts a month until they return to the sea. The life span of a Hawaiian monk seal is 25-30 years. They mature at the age of five, and can grow up to 7.5 feet and weigh 400lbs. An interesting feature of the seal is they are born black, but grow a silver coat later in life. The monk seal is considered a benthic forager which eat fish, eels, octopus, and crustaceans (fisheries.noaa.gov). There are several reasons for the Hawaiian monk seals population has declined at such a rapid rate over the past few decades. First of all, the human population on the islands has disturbed the animals natural habitat. The seals often die after getting caught in fishing nets, and there is a decrease in food available which might be attributed to overfishing in the area. The seals have faced difficulty in finding sufficient food due to competition from other predators as well. Also, the monk seal is a source of prey for sharks which adds to its loss in numbers. Genetic variability is low among the Hawaiian monk seals, which has added to the species difficulty in recovering from its endangered status. This is compounded by the fact that subpopulations fail to migrate or interact with populations of differing islands. This has caused inbreeding which carries with it a host of negative consequences. Genetic diversity helps a species to recover by promoting disease resistance and adaptability to a changing environment. On the other hand, a lack of diversity increases a chance for disease and reproductive failure (Kretzmann 482-483). Inbreeding occurs when the number of potential mates is low, and it carries with it a number of concerns. When a species is facing extinction, the absence of genetic diversity can compound its struggle for survival. DNA testing of the monk seal has shown that its genetic diversity is extremely low. Because of this, an outbreak of an infectious disease could possibly cause the Hawaiian monk seal to become extinct (Kretzmann 487). If the seals were to breed with populations from differing islands, it could hypothetically increase their chance for survival. Mobbing, or the aggressive behavior exhibited by male seals, often results in the death of a female or young seal. It occurs when a group of males attempt to mate with one female and end up attacking the female. The resulting injuries can lead to infection or death. This is causing slower development of the seals population. It is found that in groups of smaller populations with slower growth rates, instances of this behavior are higher. It is thought that mobbing is a learned behavior that may take time to be overcome. Intervention can be used to decrease mobbing behavior, such as removing a set number of males from an area where there is an unequal gender ratio (Starfield and Roth 166, 169). There is currently action being taken to help the species recover. The Hawaiian Monk Seal Captive Care Workshop was created to halt the population decline and help it to recover. The organization believes that an annual reduction in population of 3.9% is due to the poor survival rate of juvenile seals. By supporting captive seals through rehabilitation, nutrition, and relocation, the group hopes to increase survival. It also advocates for other methods of helping the species, such as disentangling seals caught in fishing nets and removing debris from its habitat (Baker and Littnan 11). Other methods include removing sharks from the seals habitat, or relocating pups to areas where there is a lower risk from predators. Captive care and release helps undernourished or ill pups that might otherwise die. Once they are healthy, the young seals are relocated to an area where they will have a better chance of survival (Baker and Littnan 11, 12). It has been found that a high rate of seal pups die shortly after being weaned from the mother. The mother will leave the pup after one month of nursing, and if the pup is unable to find sufficient food, it faces starvation and death. The importance of the conservation efforts by these captive care and release programs cannot be understated. Since the Hawaiian monk seals have low genetic variability, they are more susceptible to disease. It is thought that another species, the Caribbean monk seal (Neomonachus Tropicalis), had a susceptibility for disease which likely hastened its extinction. The morbillivirus is of particular concern for the Hawaiian monk seals. The morbillivirus is a string of viruses that include the measles, which can be spread quickly and easily. Once a seal has become infected with the virus, the lungs and brain are affected, which can lead to death in as little as 5 days. The disease has already killed thousands of Atlantic seals and dolphins. Since the seals have no immunity to these viruses, scientists have taken action to create and administer a vaccination (Rogers). Once scientists found a suitable vaccine, they began to administer it to the seals in 2015. The vaccination process begins with a single injection, followed up with a booster shot one month later. As of September 2016, 43 Hawaiian monk seals have received the vaccination. The group of scientists (HMSRP) administering the shots hope that this project will be successful and grow. The Hawaiian Monk Seal Research Program is also involved in other interventions such as removing seals from fishing nets and hooks, rehabilitating malnourished pups, and relocating seals to higher survival areas. Their efforts have slowed the populations decline by over half in the past 3 decades (Rogers). While the monk seal once had instrumental value, and were hunted for their furs, this led to the near extinction of the species in the early 1900s. Since the seal is no longer used for human purposes, it is now appreciated mainly for its intrinsic beauty. Intrinsic beauty is something that can be valued for its own sake. The monk seal is a rare animal that can be appreciated for its uniqueness, and has been an important aspect of the Hawaiian Islands for over 3 million years. The Hawaiian monk seal is also important to other species and the areas ecosystem. They are an apex predator and play an important role in keeping a number of prey from becoming overpopulated. Therefore, they create a balance needed for in maintaining a diverse and stable ecosystem (Muneoka). This is a significant reason for the conservation of the Hawaiian monk seals. The Hawaiian monk seal has faces so many obstacles over the past century, yet it has been able to survive in spite of these. The most alarming problem that the seals face is lack of food. The juvenile seals are facing a continuing threat of starvation, and they are in constant competition with fisheries and other predators. Protected areas for the seals have been used in the past, and expanding these will likely help. It will not only increase food supply for the seals, but will also prevent them from getting caught by fish hooks or nets. Until there is a greater supply of food for the monk seals, efforts in capturing and rehabilitating the young pups is important. Also, once they seals are at a healthier weight, they can be placed in an area where there is a higher source of food and increased chance of survival. Relocating seals is also helpful in increasing genetic diversity, which will help in the species ability to fight disease. Inoculation of the monk seal is also a good attempt at decreasing the seals vulnerability of disease. One other concern, mobbing, is a factor that is decreasing the chance of the seals survival. Interventions, such as removing males from areas where there is an imbalanced ratio of male to female, are helpful. With all of these efforts, and the noble concern of the people involved, the Hawaiian monk seal is beginning to see a brighter future. The population of monk seals has rising 3% annually over the past 3 years. As of January, 2017, there is an estimate of 1,400 Hawaiian monk seals. This is a great improvement, considering there were 1,112 seals in 2015. Interestingly, the state of Hawaii has dedicated 2017 as the Year of the Monk Seal. In conclusion, with the continuing hard work of the hard working people involved to save the Hawaiian monk seal, there is great hope for the species survival in the future. Works Cited Hawaiian Monk Seal (Neomonachus schauinslandi). http://www.fisheries.noaa.gov/pr/species/mammals/seals/hawaiian-monk-seal.html. Web. 16 Feb. 2017. Historical Timeline of the Hawaiian Monk Seal. http://www.fpir.noaa.gov/Library/PRD/Hawaiian%20monk%20seal/HMS_natural_history_timelineWEB.pdf. Web. 16 Feb. 2017. Schmelzer, Isabelle. Seals and Seascapes: Covariation in Hawaiian Monk Seal Subpopulations and the Oceanic Landscape of the Hawaiian Archipelago. Journal of Biogeography 27.4 (2000): 901-914. Academic Search Complete. Web. 16 Feb. 2017. Kretzmann, Maria B., et al. Low Genetic Variability in the Hawaiian Monk Seal. Conservation Biology, vol. 11, no. 2, 1997, pp. 482-490., www.jstor.org/stable/2387621. Web. 16 Feb. 2017. Starfield, Anthony M., et al. Mobbing in Hawaiian Monk Seals (Monachus Schauinslani): The Value of Simulation Modeling in the Absence of Apparently Crucial Data. Conservation Biology, vol. 9, no. 1, 1995, pp. 166-174., www.jstor.org/stable/2386398. Baker, Jason and Littnan, Charles. Report of the Hawaiian Monk Seal Captive Care Workshop, Honolulu, Hawaii, June 11-13, 2007. Pacific Islands Fish. Sci. Cent., Natl. Mar. Fish. Serv., (2008). Rogers, Kim. Why Rare Hawaiian Monk Seals Are Lining Up to Get Their Shots. Smithsonian (2016). http://www.smithsonianmag.com/science-nature/researchers-are-vaccinating-wild-marine-species-first-time-180960479/. Web. 17 Feb. 2017. Muneoka, Lauren. Why Care About Monk Seals? Kahea (2011). http://kahea.org/blog/why-care-about-monk-seals. Web. 20 Feb. 2017.

Women Voicing Their Pain Essay -- Racism Writing Literature Papers

Women Voicing Their Pain During the recent international anti-racism meeting, the World Conference Against Racism that was held in Durban, South Africa, the voices of victims of racism and its consequences were heard from around the world. These voices came in various forms, both written and verbal, and were communicated both directly and indirectly. The way that pain is voiced around the world, such as the variety and method of communicating pain, can affect how the audience understands the author’s â€Å"wound†. It can affect how genuinely pain is conveyed and also how the pain applies to other victims. One of the voices heard during the World Conference was that of Diya Muliah, an Indonesian woman working as a maid in Malaysia. Diya’s story is a moving account about how poverty combined with immigration policies can create a negative situation for women not only in Malaysia, but all around the world. But is Diya’s writing meant to be a source of healing for her or others, and to what extent is her writing actually considered healing? Diya is working as a maid for a Chinese Malaysian woman to support her family in Indonesia. After working for a while in Malaysia, Diya’s boss asks for her passport. Not knowing any better, Diya hands it over, not knowing the potential ramifications of not having her documents with her at all times. After a while, Diya’s boss begins to abuse her both verbally and physically. â€Å"She screamed at me constantly, grabbed me by my blouse and shoved me around roughly†, recalls Diya. She withholds Diya’s wages and claims that she will be paid bi-annually, which is an obvious lie. Diya describes these abuses vividly in an effort to describe the â€Å"wound† she is trying to show the world. The fact that Diya... ... context in which her pain is voiced (the World Conference Against Racism, in South Africa) puts a lot at stake for her writing. Whether she conveys her wound effectively could possibly determine whether legislation to help her and others would be enacted. Aside from the global repercussions of her text (however weighty they may be), it is also important to analyze Diya’s attempts to heal herself and others through her writing. While she does effectively communicate her pain, she does not show that this communication will lead to the healing of her wounds. The audience is left feeling that her wounds are as open and fresh as before she began writing. Diya situates this â€Å"woundedness† in a global setting in which changes could possibly be enacted to help her and other female victims of racism, but she fails to heal her own emotional scars and arguably those of others.

Religion is Unnecessary Essay -- essays research papers

Religion is Unnecessary Overall Introduction: What is Religion? According to Atheism.com Religion is the set of beliefs, feelings, dogmas and practices that define the relations between human being and sacred or divinity. Religion supposedly gives a person an identity and relationship. Religion deals with answers to identity-forming questions such as Selfhood - "Who am I?" "Where did I come from?" Meaning - "Why am I?" "Where will I go when I die?" Purpose - "What do I do?" "What is the purpose of life? No particular religion is ever really ONLY one type of dimension, but is rather a complex whole. The Ritual dimension is what believers DO! Rituals provide believers with a symbolic mode of communication designed to propel them out of ordinary experience and into extraordinary realities; Rituals are often based on the myths contained in a given worldview. Believers feel called upon to do what their great leaders did. Thus, Christians celebrate the ritual of the Last Supper (the Eucharist) just as Jesus did almost 2,000 years ago. And in participating in this unique, myth-based ritual, a full-on Christian is brought back into authentic Christian experience, which will be the basis of our discussion today, if such Dimension and others is necessary. My Introduction: Religion is the biggest killer of all time, with many countries being destroyed. The reason is simple. A religion that allows its faithful to "stray...

Cheerleading Is a Sport

March 15, 2010 Cheerleading is a sport Do you consider cheerleading to be a sport like football, or any other sport? In most cases, many people tend to laugh at the idea of cheerleading being called a â€Å"sport†. People sometimes laugh because they are use to seeing cheerleaders cheer, and doing basic jumps only on the sidelines of games. In reality, they should know that cheerleading can be as dangerous as most sports. In the following essay I will be telling you why I consider cheerleading is a sport. Some part of the confusion on whether cheerleading is considered a sport or not; comes from the history of cheerleading. It all started during a football game at Princeton University. No one is sure about the date, but it is said to have started in the 1880s. At that time cheerleaders were limited to basic jumps. For example, back then they were only aloud to do cartwheels. Many years’ later competitions for cheerleading started. These competitions were not about what team can scream the loudest. These competitions were about whom can do the best stunts, have the most solid pyramid, and lastly have the best tumbling Many cheerleaders, coaches, and others involved in cheerleading, know that what cheerleaders do is just as challenging as other sports, For example, like cross-country, they run. Football players toss others, they toss girls up in the air, and the girls expect to be catch by their teammates. Like soccer players kick, they can have high kicks. Lastly, they can jump and tumble like gymnast. Cheerleaders also risk themselves building up pyramids. They are risking themselves because it can be dangerous when some one falls off or something might have gone wrong. Cheerleaders also have injuries through out the year and tryouts like all other sports. Cheerleading takes just as much dedication and skills as any other sport. Most people in this country would define a sport as an activity that pushes the individual physically and mentally to perform at their levels. And also to have some competitive component involved. Today, the games that cheerleaders attend for their school are mostly practice compared to the competitive events. If people doubt that cheerleading is a sport, they can easily take a look at some cheerleading squads performing a routine. People can go ahead and look at them on ESPN (the cable sports network). ESPN officially declared cheerleading a sport. They also began showing the national cheerleading competitions that were taking place around the country. In this show you will be able to see members of the squad leap across the matt’s. Also complete tumbling just like gymnast. Hopefully one day cheerleading will be considered a sport as football or any other sport to everyone in this country. Maybe even appear in the Olympics, since cheerleaders are just athletic and physically fit as those involved and accepted as sports.

The Educational Value of Play as Work and Work as Play

Introduction Arguably play performs a vital important role in the education and personal development of the child which can be incorporated within a wider educational framework both on its own as a child-led activity and as part of a curriculum. Play helps a child to develop social skills as well as their imagination, language skills, capacity for problem solving and motor skills. Play enhances a child’s capacity for creativity, which is a vital skill in later adult life. Play is best appreciated when it allows the child to interact with the wider world through a free exploration of the objects and phenomena they encounter which is completely in line with their natural tendency to want to explore the world. Play also allows for a process of socialization whereby the child can develop their emotional expression and ability to empathize with other children through helping and sharing activities. The Italian educationalist Maria Montessori argued that a child led form of play is crucial and helps the individual to develop by organizing experiences through an engagement of the body and mind. This led Montessori to declare that ‘play is the work of the child’. In line with this approach, it will here be argued that play is vital to a child’s educational development. At the same time, in line with the eyfs curriculum, it is arguably beneficial if play is monitored so as to allow for an element of ’progression’ in the child’s learning activity. Though, arguably, this should not completely replace the child’s tendency to play freely without aim, which is a valuable experience. In my own childhood experience the ability to play without aim alone or with others was crucial to my creative learning as well as helping me to create social skills. Tina Bruce, author of Early Childhood Education (2004) argues that: â€Å"Children learn best when they are given appropriate responsibility, allowed to make errors, decisions and choices, and respected as autonomous learners†, (Bruce, Learning Through Play, 7). Bruce continues to say that relationships are central to a child’s ability to play and learn effectively. Therefore it will be ultimately concluded here that the adults who have important roles in a child’s life are required to secure a stable and happy environment for the child to play, whilst monitoring that play to ensure a progression in the child’s development. It will also be argued that ‘play’ and ‘work’ are ambiguous categories which – in line with Montessori’s thought – should be allowed to overlap. Body Play has several identifiable purposes which help children to develop into individuals capable of interacting within a wider social community. Firstly, it helps to enhance rational thought processes, developing the ability to formulate abstract concepts, making sense of the world of objects and developing problem solving skills. Through play children develop the ability to make decisions based on an increasing awareness of their physical environment. It is important to recall at this stage that, as Bruce argues: â€Å"Subjects such as mathematics and art cannot be separated; young children learn in an integrated way and not in neat, tidy compartments,† (Bruce, Learning Through Play, 7). Play also helps children to develop coordination skills by using the muscles necessary to perform simple everyday activities. These ‘motor skills’ can be enhanced through grabbing, pushing and holding objects in everyday play and include ‘gross motor skills’ and ‘fine motor skills’, including hand-to-eye coordination. Random play is important in this process, though so is sport played to rules, which also helps to build team skills which are vital for social education. Language and communication skills are also enhanced through play, whether through direct interaction with word cards or through talking and negotiating during organized or free role play. Similarly, emotional skills are developed through play as the child learns how to interact with others and to compromise in sharing and waiting their turn. By interacting with other children around objects important lessons are learned about fair behaviour around limited resources. As children interact with their environment and with other children and adults they develop the seeds of personality, learning self-confidence, independence and ways of creative expression. Play is often divided into categories, with each category being thought to be better at developing specific aspects of the young child’s personality and physical capacity. As Dr. David Whitbread argues in a study conducted to assess the value of children’s play, five categories are often identified: â€Å"physical play, play with objects, symbolic play, pretence/ socio-dramatic play and games with rules† (Whitbread, 18). So while physical play will be ideal for developing motor skills, symbolic play will be ideal for developing language and imagination skills. However, there is also a strong crossover between different types of play and to restrict or categorize them strictly might interfere with the child’s creativity. For example, symbolic play (using symbolic codes such as â€Å"spoken language, reading and writing, number† etc) may interact with physical play to become a kind of dance routine. The risk of very structured play is that these slip pages between different types of learning will arguably not have the ability to emerge, and it is therefore of great importance that the level of monitoring allowed for under the eyfs curriculum does not interfere with the natural inclinations of the young learner to discover for themselves. Here it is important to note the great crossover between ‘play’ and ‘work’ and the way in which a child’s natural tendency to make play become work – and vice versa – should not be hampered. To highlight this it is worth considering the way in which Montessori noted that children often gravitated to educational word play over playing with toys, drawing some interesting conclusions. In The Secret of Childhood she observed: â€Å"Though the school contained some really wonderful toys, the children never chose them. This surprised me so much that I myself intervened, to show them how to use such toys [†¦] The children showed interest for a time, but then went away, and they never made such toys the objects of their spontaneous choice. And so I understood that in a child’s life play is perhaps something inferior, to which he has recourse for want of something better†¦Ã¢â‚¬  (Montessori, 128) Whilst this has been taken as indicating that Montessori felt children should work and not play, what is arguably intended, rather, is that children when left to their own devices will make work of play and play of work. In this sense Montessori felt that children engage in play seriously with the intent of interpreting the world via its objects. Children ultimately play in order to become adults, so play for them is a type of work. Yet similarly, work – in its absolute necessity for the child’s own development – is a type of play in that it is something they wholeheartedly and joyfully want to interact in. In light of this it is important that the child is permitted to choose their own play – which to them is something serious – and is, further, allowed to make their own mistakes so that they can prepare themselves for adult work, learning that mistakes can lead to new pathways. In this moment of childhood, where – provided the child has a safe environment – mistakes are rarely detrimental to the situation at hand (i.e learning), much can be earned without risk. As such, a strong ability to manage uncertainties and disappointments can be fostered. Allowing a child to slip from one activity to another is also crucial as it allows a child to freely express themselves and show who they are and who they want to become. In his famous TED talk, the educator Sir Ken Robinson spoke of the case of a dancer called Gillian, who at school was referred with her mother to a doctor because she couldn’t concentrate in class. After talking with Gillian and her mother for twenty minutes, the Doctor asked Gillian’s mother to step outside the room. Before stepping outside he turned the radio on and then, with Gillian’s mother, watched Gillian inside the room, who began to dance. The doctor then said, â€Å"Mrs. Lynne, Gillian isn’t sick; she’s a dancer. Take her to a dance school†, (School Kills Creativity, 2006). What this tells us is that if students are strictly required to engage in on or other activity at a time and are punished for straying outside the strict confines of a learning or playing activity they be wrongly categorized as disruptive when, in reality, they merely wish to express their true aptitude for a specific field of work. Conclusion As has been argued, play is essential to education and children should be allowed to play freely with a minimum amount of monitoring in order to ensure that this play leads to a progression in learning, in line with the findings of Bruce. It must also be note, in line with Montessori’s findings, that there is a big slippage between play and work and that children should be allowed to flow from different types of play and from playful work to serious play and vice-versa. As such the free movement of the child’s imaginative impulses should be encouraged as part of the efs with a wide interpretation being given to the role of ‘progression’ through play based learning activities, so that maximum freedom can be allowed for. In this way the child can be allowed to develop according to their own specific needs and modes of expression. Bibliography Bruce, T. 2011. Early Childhood Development. Hodder Education Bruce, T. Learning Through Play, last accessed 7th December 2014, http://www.nicurriculum.org.uk/docs/foundation_stage/learning_through_play_ey.pdf Montessori, M. 1978. The Secret of Childhood. Orient Longman, Hyderabad Schools Kill Creativity, last accessed 8th December 2014, http://www.ted.com/talks/ken_robinson_says_schools_kill_creativity/transcript?language=en#t-993000 Whitbread, D. The Importance of Play, last accessed 7th December 2014, http://www.importanceofplay.eu/IMG/pdf/dr_david_whitebread_-_the_importance_of_play.pdf

News Media

Rena Hermez RWS 100 Prof. Costello Nov. 29, 2009 News Media Media have tremendous power in setting cultural guidelines and in shaping political discourse. It is essential that news media is challenged to be unbiased and truthful. Most many people find news whether on TV, newspaper, or magazines to be politically bias. Michael Parenti, the author of Inventing Reality, asserts that the news can be bias towards political issues by using the â€Å"Methods of Misrepresentation† (Parenti 53). This includes: â€Å"Framing and Labeling†, â€Å"Selectivity and Deliberate Omission†, â€Å"The Greying of Reality†, â€Å"Auxiliary Embellishments†, and â€Å"Placement† (Parenti). These methods are used to serve the private news conglomerates and our country interests instead of the public interests. Therefore, the news content became politically biased. Moreover, the past decade has seen more change in the craft of news media than perhaps any other. Since the news conglomerates took over local papers and stations, news became less relevant and more for entrainment. The more news is entertaining to its audience, the more money for the news conglomerates and the shareholders. Thus, news is not as important to the lives of audience as they once were. The issue of economy is very crucial topic in the U. S. However, many news networks misrepresents the public interest by placing the article in the most secluded pages in the newspaper. For instance, the article, â€Å"Economists question accuracy of picture from economic data†, by New York Times Service, in the San Diego Union Tribune newspaper, discusses how the government’s picture of the economic data has a wide gap from the reality. It also explains why the government miscalculated the data, and gave a brief explanation on how to calculate it correctly. Since this article rectifys the government, San Diego Union Tribune decided to publish it on page A6 with advertising Ads. This is an example of â€Å"Placement† because as important as this issue has been to the public, the San Diego Union Tribune published the story in a place that is hidden from the readers view. Most people would never see it if they were just glossing the pages. According Parenti â€Å"troublesome stories that are not suppressed, ignored [†¦ still can be buried in obscure places. Placement is often used for the greying of reality†(Parenti 58). Another method of misrepresentation that occurs often in the news media is omission. Omission occurs when important information is not reported or is reported incompletely. likewise, Parenti defines it as, â€Å" sometimes the unmentioned includes not just particular details of he s tory but the entire story itself- even ones about major events† (Parenti 54). An example of suppressed issue in the mainstream press is that of the former Vice President Dick Cheney’s speech on October 21, 2009. He gave an important speech about the Center for Security Policy, and it was not televised on any American news or network. Not even Fox News televised this speech. They have, however, posted the speech on their website. Perhaps this deliberate omission of this speech from the news networks occurred because the Bush Administration became less powerful since too many people lost trust in it. Thus, when this particle example was omitted, than we are getting a skewed or biased perspective from Fox News network. Since big conglomerates bought news networks, the definition of â€Å"news† have changed for the past few decades because the profit motives. Before, news was information that is of broad interest to the intended audience. Today, â€Å"news production distortions are of a more political nature and reveal a pattern of bias that favors the dominate class of interests and statist ideology† (Parenti 53). When the president of ABC news was asked â€Å"how has the standard for what qualifies is news has changed because of the pressure profit motives? He responds back by saying it has changed and broadened and not lowered† (News War). An example of â€Å"broaden† news is â€Å"Palin visits Florida town that feted her in 2008† on MSNBC website headline news. This news report made it to the headline not because the public is interested in where Sara Palin visit, but because news produces want more news to fill up the page and to make more profit. Now days, anything can be made news as long as there is a video and a story line that goes with it. Thus, the issue of profit motives serve big conglomerates interest and not the public nterest as it once was. News media definition have shifted from public interest news to profit motive news, from fair and truthful news to political bias and inaccurate news. We live in a time where newspapers are not sufficient anymore, internet and TV are easier to access and cost less. However, it is very difficult to supply enough news to fill a whole page of website and a whole hour of TV news. Thus, to make profit the internet and TV, big private conglomerates decided to soften the news content to occupy the extra time thats left from the real important news. News content became more politically biassed, more entertaining, and more profitable. News is being selectively â€Å"siding with those who have powers, position, and wealthy†(Parenti 54). By covering news, politics, weather, sports, entertainment, and vital events, the daily media shape the dominant cultural, social and political picture of our society, only, instead of the real important issues of the cultural, social, and political picture of our society. Works Cited New York Times Service. â€Å"Economists Question Accuracy of Picture from Economic Data. San Diego Union Tribune 9 Nov. 2009: A6. News War: What’s Happening to the News. Prods. Stephen Talbot and Lowell Bergman. Frontline. PBS. WGBH Educational Foundation, 2007. â€Å"Palin visits Florida town that feted her in 2008. † 24 Nov. 2009. MSNBC. 24 Nov. 2009 . Parenti, Michael. Inventing Reality. New York: St. Martin’s Press, 1993. New York Times Service. â€Å"Economists Question Accuracy of Picture from Economic Data. † San Diego Union Tribune 9 Nov. 2009: A6. â€Å"RAW DATA: Dick Cheney's Remarks to the Center for Security Policy. † 21 Oct. 2009. FOX News. 24 Nov. 2009 . News Media They are often misrepresented by editors in order to make them more appealing to the viewer. For example, take this Big Mac from McDonald's. Here, advertisers have used a false portrayal of the real Big Mac to manipulate It's viewers to want to the buy their product. Similarly to advertises misleading us, so too does the media In their depiction of conveying real life Issues and events through the use of language features. Good morning/afternoon fellow classmates, today I am here to discuss the misrepresentations displayed in news articles.Recently, there has been a controversy between bikes and Campbell Newsman's new anti-bike laws. In the articles titled This Brisbane man posted a menacing video warning the premier. Police say he's done nothing wrong' by Robin Ironsides, and ‘Senior police packing heat' by Thomas Chamberlain and David Murray, both authors convey an unfair representation of the groups of bikes within society. These groups are often marginal's and authors portr ay them negatively based upon stereotypes. Together, these articles demonstrate the Inaccurate representations of bless as minorities.The article Senior police packing heat' published by the Courier Mall on the 1 lath of November (201 3), describes the Queensland Police battle against the belle legislation. Through closer examination, It Is clear that the authors, Thomas Chamberlain and David Murray have created a biased depiction of motorcycle groups though the utilization of language techniques such as evaluative language, repetition and actions. The headings of newspaper articles are considered to be one of the most important aspects of the text as it aims to engage and catch the reader's attention.The title Senior police packing heat' is a great example of an attention grabbing heading; however, it incorporates a negative connotation about motorcycle groups. The phrase â€Å"packing heat,† is quite alarming as it coincides with the Queensland Police Union's action to take stand in preparation for their fight against the bless. Here, Chamberlain and Murray have stereotyped all forms of motorcycle gangs to perceive them as criminals, or Involved In criminal activity. As a result, the government has made legislations against the entire belle population to stop their true as motorcyclists in order to prevent violent and illegal acts.The authors have also used repetition and actions to clearly show Queensland bikes as an infamous group to reinforce to the reader about their destructive prominence in society. Through the actions of Commissioner Ian Stewart, Chamberlain and Murray have successfully showed the Queensland Police Unions considerations to â€Å"allow some district duty officers to carry RE . 223 carbines with telescopic sights in their vehicles. † â€Å"These are very, very high powered weapons and they need to be handled very, very ruefully. The repetition of â€Å"very,† emphasizes the dangers and threats posed to us by the bi kes and outlines how much care â€Å"SENIOR police† should take. This showcases that the people Involved in motorcycle groups are considered to be criminals and or Involved In criminal actively as their behavior in society Is alleged to be Illegal. Similarly, the article entitled ‘This Brisbane man posted a menacing video warning the Premier. Police say he's done nothing wrong' Published by the to Premier Campbell Newman and his family.However, after deconstructing the article, it is clearly shown that investigators could not identify any signs of criminal offence behind the menacing video. Through the utilization of language features such as emotive language and intensifiers, Ironsides has portrayed the offender as a mysterious man alleged to be involved in criminal activities. This emotive language is depicted in the second stanza of the article. Ironsides states that the â€Å"Queensland Police Service confirmed investigators† that the man responsible was not persecuted of any illegal acts.This indicates that the man behind the online video criticizing the State Governments â€Å"anti-bike laws† has not been found to commit any signs of criminal offence. Despite this, the author has created an undesirable representation of motorcycle minorities through the use of intensifiers. She writes that the â€Å"masked man† involved in the online video criticized the Vicious Lawless Association Disestablishment. † This implies that although the man was not committed of any lawless offence, he was assumed to be a dangerous figure in society.Here, the author has represented this group of people in a negative manner through a careful election of deceptive techniques. To reinforce this statement, Ironsides has incorporated a visual element in her article that portrays the alleged offender to have committed the series of threats to Campbell Newman and his family. This picture displays the masked man giving an inappropriate gesture t owards authority, therefore, reinforcing our negative perceptions of bike groups. Every day, journalists are entrusted with the task of delivering unbiased events and issues to the public.However, editors regularly bypass this expectation, and instead serpentine the story to what was actually being conveyed in order to manipulate readers to perceive something the way they want you to. This technique was used by Robin Ironsides in her article titled ‘This Brisbane man posted a menacing video warning the Premier. Police say he's done nothing wrong,' and Thomas Chamberlain and David Murray in their article ‘Senior police packing heat'. In these articles both authors have represented bike minorities in a bias and negative manner. They have portrayed all motorcyclists groups as criminals who are involved in illegal activities.

Drink Business Plan Essay

The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. â€Å"Bubble Buzz† will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7. 3% over the next 4 years ($243,029. 47 profits), while satisfying the needs of the still-unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segment of soft drinks. Export potential will be considered in China. [pic] Brief description of the company The Coca-Cola Company’s core undertaking is to benefit and refresh everyone it reaches. Founded in 1886, we are the world’s leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make up for our wide portfolio. Our corporate headquarters are established in Atlanta, and we are holding local operations in over 200 countries around the world. Our activities cover all sectors of the beverage industry. We are the second leading player in functional and Asian specialty drinks, while ranking number one in value for the ready-to-drink tea sector (ref. 1, p. 1). Brief description of the new product, & strategic role in the future position of the company â€Å"Bubble Buzz† will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging. The strategic role of Bubble Buzz for The Coca-Cola Company is centered around three objectives: †¢ To stay at the forefront as the market leader in innovative product introductions and successful product launches; †¢ To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching and FUNctional product; †¢ To become the market leader in the functional drinks segment with increased market shares. [pic] INDUSTRY ANALYSIS Consumption: The sales volume for the functional drinks segment (ref. D2) in Canada has reached $342. 2 millions in 2004 for a volume of 125. 9 million liters (ref. 2). This product segment has shown a steady growth since 1999: an increase of 13. 5% over a period of 6 years (Appendix A). The consumption rate per capita in 2004 has reached 3. 94 liters, which represents a 4. 0% increase compared to 1999 (ref. 3). The growth of this particular market is largely due to a slow shift in consumer trends. Trends: Through the early 1960s, soft drinks were synonymous with â€Å"colas† in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances (e. g. Coke & Nestea) and acquisitions (e. g. Coke & Minute Maid), but also by focusing efforts on portfolio diversification. Today, while the soft drink industry’s value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk & juice drinks, sports drinks) as well as bottled juices and water (ref. 5). Companies have been actively engaged in new product developments in order to counter the growing concerns about negative health impacts of high-fructose drinks, but also to increase the demand in a market where product offerings are quickly maturing (ref. 4). New flavor introductions and health-conscious formulations have been launched in an attempt to offset the decline in carbonated soft drink sales (ref. 6). The functional market is expected to show sustained growth and consumer interest in the future years as consumption shifts to trendier, healthier and more sophisticated products (ref.7). Profitability & future growth potential: In 1993, Concentrate Producers earned 29% pretax profits on their sales, while bottlers earned 9% profits on their sales, for a total industry profitability of 14%. While the functional drinks sector only accounts for 3. 7% of the total soft drinks sales in 2004 (Appendix B), estimates are forecasting a growth of 7. 3% in sales and 11. 0% in volume consumption by 2009 (ref. 4). SWOT ANALYSIS (Strengths and weaknesses, opportunities and threats) |Strengths |Weaknesses | |Brand strength |Reliant upon line extensions | |Effective stride in new markets |Reliant upon particular carbonated drinks | |Results of operations |Brand dilution | |Strong existing distribution channels |Entrance into difficult non-core categories | | |Saturation of carbonated soft drink segment | |Opportunities |Threats | |New product introductions |Strong competition | |Brand is attractive to global partners |Potential health issues | | |Free trade | Explanations in APPENDIX C COMPETITION Coca-Cola’s top competitors for the soft drinks industry are PepsiCo (31. 6%) and Cadbury-Schweppes (15. 8% of market), which combined, represent about 48% of the total market (ref. 9). Coca-Cola is leading with 43. 7% of the total soft drinks market. In the functional drinks sector, PepsiCo is the current market leader with 60. 5% of the market shares in 2004. Coca-Cola Co is second with 32. 8% (ref. 2, see Appendix D1). Bubble Buzz will launch into a currently unserved subset of that market (RTD â€Å"Ready-To-Drink† Bubble Tea), which is until now unexisting. It is anticipated that the following brands could potentially compete with Bubble Buzz in the functional drinks market: Brisk, Lipton Iced Tea, Sobe (owned by PepsiCo), as well as Snapple’s and Hawaiian Punch (owned by Cadbury/Schweppes). Bubble Buzz also creates a potential situation for cannibalism with Coca-Cola’s very own brands of iced tea and other functional drinks. The current market for traditional Bubble Tea is fragmented, since the distribution is restricted to local outlets and selling points such as counters and small Bubble Tea shops in scattered locations across Canada. However, direct competition from these local players is not anticipated, since the marketing roll-out will initially emphasize on product awareness and both sales channels do not reach or serve the same market (retailing vs. counter/restoration). A strong distribution system already exists with Coca-Cola, since partnerships and channels are already in place. This will facilitate the product’s reach into its target market. Further data concerning competing market shares and distribution channels are available in Appendix D(1-3). Barriers to entry: |Business practices |Manufacturing | |Due to the number of competitors, it will be hard to prevent |Producing bottled Bubble Tea requires sizeable capital | |imitation behaviour (especially from PepsiCo) |investments for the specific needs of the manufacturing chain | | Risk of competing with emerging private labels (e.g. President’s|(from ingredients to final packaging specifications) | |Choice) |The marketing campaign to make this unknown brand popular | |Given the wide array of brands (saturation in the soft drink |requires more promotional expenditures than a traditional brand | |market), it becomes a challenge for Bubble Buzz to stand out |extension | TARGET MARKET. Segment identification: RTD (Ready-to-drink) bottled Bubble Tea, to be established within the Functional Drinks sector Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) † (ref. 11, p. 127). Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the â€Å"mind and body† (ref.10), the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours † ref. 6). Segment growth potential: Statistical reports anticipate a segment growth of 1. 72% over the next 9 years (2015) for the 10-29 years old subsets (ref. 12). Refer to Appendix E. Size of the segment (population): 8,688,300 (329,600 L). Refer to Appendix E. |Segmentation variables and breakdowns for Canadian consumer market of Bubble Tea | |MAIN DIMENSIONS |VARIABLES |BREAKDOWNS | | |Region |Nationwide (all provinces and territories) with emphasis on urban / metropolitan areas, and| | | |adapted strategies for all geographical groups | | |Area size |5000-19,999 to 4,000,000+ | | |Density |Urban, suburban | | |Climate |All (East, West) | | |Age |10-29 years old (teenagers, studying age and young adults) | | |Gender |Male and Female | | |Income |All under $30,000 | | |Occupation |Students; new graduated; new workers; young professionals | | |Education |Elementary 4th grade, High school, CEGEP and University | | |Race |All: Asian, Black, White, Native; other; with adapted strategy for Asian consumers already | | | |familiar with Bubble Tea | | |Home ownership |Renting apartment/condo, living with parents | | | |(Highly discretionary in personal spending) | | | Personality |Brand conscious, anchored in popular culture, inclined for differentiation and | | | |sophistication, very tolerant towards multiculturalism and internationalism (open-minded), | | | |quick maturation with modern products | | |Lifestyle |Most of them dependent on parents, no major responsibilities, highly influenced by peer | | | |groups, active life, importance of school, work and social life | | |Benefits sought |COMMUNICATION BENEFITS | | | |-Nutritional information | | | |-Informational text on history of product | | | |FUNCTIONAL BENEFITS | | | |-Healthier than soft drinks | | | |-Convenient, easy to take out | | | |PERCEPTUAL BENEFITS | | | |-Quality/Premium price | | | |-Social standing/good-looking | | | Usage rate |Seasonal (peak in summer), daily-basis, weekly basis | | |User status |Non-user, regular user (current user through existing bar-shops) | | |Loyalty status |None, medium, strong | Positioning strategy: The only RTD bottled bubble tea available. Funky & eye-catching bottle, functional packaging, premium-priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls, oversized colored straw), variety of flavors, sweet, refreshing, for hip & young people, healthier alternative to heavy-sugar drinks. CUSTOMER ANALYSIS Profile: Name: Bob Thomson Date of Birth: 25. 03. 85 Age: 20 Occupation: University Student Country: Canada Needs: Healthy lifestyle/Social belonging People: Roommate/Friends/Family Places: Clubs/Coffee shops/University/Gym Activities: Basketball Team Due to his active and quick-paced life, Bob wakes up at 6:30AM every morning. Today, he puts on his trendy Lacoste Polo and Diesel Jeans, and of course, he always has his Puma shoes on. After having called his friends with his new Samsung camera phone, he leaves his apartment and goes to his gym by metro, while listening to his favourite music that he downloaded to his iPod. Bob usually likes to work out before he has to head to University. That way, he feels he has more energy and feels ready to confront his busy day attending courses and getting things done. On his way to school, Bob knows he is thirsty and he feels the need for something very refreshing. He stops at a convenience store next to the gym. Standing in front of all the choices in the beverages aisle, one particular bottle catches his sight. And he instantly recognizes the brand. He knows that this is a bottle of Bubble Buzz, because not only does his other friends often drink it, but he also heard them talk about this brand new product that Coca-Cola just launched. He also previously saw Bubble Buzz ads when he surfed on his favourite websites. He grabs a bottle, and takes a closer look at the nutritive information label. He is very pleased to see that the new drink is more nutritive and definitely healthier than the other soft drinks that were available on the shelves next to it. The higher price of the product doesn’t bother him, since he perceives â€Å"Bubble Buzz† as a high-quality, functional product, which is manufactured by a well renowned company. Plus, he did not feel like simply buying bottled water, or carbonated soft drinks. Because of his inclination towards more sophisticated tastes, and because he likes to try new products on his own, he thinks this bottle is worth the price. Because of his busy schedule, Bob prefers to save time as much as he can. Thus, he decides to buy two bottles. One to quench his immediate thirst, and another one that he wants to save for later in the day. He sees that the packaging is so convenient and easy to carry, and so when he exits the store, he puts the second bottle in his backpack. He attends all of his classes. During his break, he always hangs out with his friends. A lot of them are drinking from different â€Å"Bubble Buzz† flavours. He opens his second bottle, since he had such a great experience with the first one. He liked that the beverage was so unusual, yet refreshing. The drink surpassed many of his expectations. He has no doubt about it. Bob will continue to buy Bubble Buzz for its good taste, and also because at his age, he sees it is the coolest trend right now. [pic] Based on the aforementioned analysis, Bubble Buzz appears to be a profitable and innovative product with a strong outlook for market share presence and segment growth opportunity. Upon implementation of the marketing plan, the Coca-Cola Company will regain increased market shares and claim its targeted situational position of market leader in the functional drinks segment as well as keeping its long-standing consumer recognition for innovative and successful product launches in diversified markets. Projected profits will be $243,029. 47 (see financial projections). Marketing Plan Part 2: Marketing Strategy [pic] The objectives of the marketing plan are strategically centered around 3 criteria: to create a strong consumer awareness towards a completely new bubble tea product from Coca-Cola, to establish a wide brand recognition through the capture of market shares in the functional drinks segment, and to become the top market leader in that particular segment within the forecasted sales figures. [pic] PRODUCT STRATEGY The core o Bubble Tea beverage in a pre-bottled, ready-to-drink format. The actual product o Packaging and labeling: see figure below o Branding: colorful, aspect of play, round shaped, prominent Bubble Buzz logo written in modern font, catchphrases such as â€Å"Think outside the Bubble† and â€Å"Get Your Buzz†. o Trade name: Bubble Buzzâ„ ¢, a Coca-Cola product o Brand personality: energy, funky, cool, functional, original, funny, healthy, etc. o Brand equity: Coca-Cola provides a quality, consistent, innovative and accessible soft drink reputation. Augmented product o Nutritional information, Status (social drink), Features promoting the website, Health benefit of a green tea base (ref. 17) Marketing considerations o Product life cycle: Bubble Buzz is a low-learning product. With a strong marketing campaign, â€Å"sales [will] begin immediately and the benefits of the purchase are readily understood† (ref. 11, p. 301). Since Bubble Buzz is prone to product imitation, Coca-Cola’s strategy is to broaden distribution quickly, which is currently feasible thanks to the company’s high manufacturing capacity. o Product class: Food & beverage ( Soft Drinks ( Functional Drinks (refer to Appendix D2 for a break-down of the functional drinks market). o Bubble Buzz follows the practice of product modification (ref. 11, p. 304): Coca-Cola is introducing an existing beverage (bubble tea) but redefines the drink with a new, more convenient package. Bubble Tea will now become a widely available drink in multiple retailing (distribution) channels. [pic] PRICE STRATEGY The price strategy that will be undertaken should consider the following aspects: 1. Consumer demand 2. The product lifecycle 3. Potential substitutes Customer demand. Customer demand is a crucial factor which is driven by tastes, income and availability of others similar products at a different price (mentioned later in the potential substitutes section). For a lot of consumers, value and price are highly related: ‘’the higher the price, the higher the value’’. Consequently, Coca-Cola’s intention to position Bubble Buzz as a unique, innovative and attractive product gives it a certain control over Bubble Buzz price. To be able to implement higher pricing though, the minimization of the non-monetary costs to customers should also be include along with awareness of the product (notably by advertising) and value (benefits) . The product lifecycle. The company should take advantage also to the fact that the newer the product and the earlier in its lifecycle the higher the price can usually be. It ensures a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly and it also brings a certain prestige to the product. Potential substitutes Coca-Cola is constrained by the monopolistic market in which it competes. The main characteristic however is product differentiation. Other constraints (See Appendix M) PROMOTION STRATEGY Objectives: †¢ To initiate strong awareness about the launch of Bubble Buzz throughout Generation Y (10-29 years old) consumers as well as their parents. †¢ To win market shares over our top functional drinks competitor, PepsiCo. Message: The promotional outputs will convey the clear message that â€Å"Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. † Concepts: †¢ â€Å"Think outside the bubble†: Be Bold, Be Original, Be Different, Be Yourself. †¢ â€Å"A good spirit in a good body. † †¢ â€Å"For the out-of-the-ordinary individuals who like to challenge themselves. † Media selection: Before choosing the appropriate medias, it is important to note that Generation Y consumers only give partial attention to media. However, they can be reached through integrated programs. They are typically using more than one communication media at a time; a behaviour that is often called â€Å"multitasking†. This group of consumers doesn’t give its full attention to one single message, but rather uses continuous partial attention to scan the media. Marketers can still communicate with Generation Y by using a variety of targeted promotional tools. Another important tactic to reach our target market is through â€Å"Viral† or â€Å"Buzz† marketing, which Coca-Cola will heavily use in this campaign (campus, contests). Advertising: Refer to APPENDIX H for detailed explanations |Output |Examples | |Television |MTV, Much Music, VrakTV, YTV | |Radio |MIX96, CKOI 96. 9, 94. 7 FM, Universities | |Magazines |For girls: Cosmo, Elle | | |For boys: Sports Illustrated (or Kids edition) | |Internet |Banners on select websites (gaming, sports, etc. ) | | |Official promotional website: www. BubbleBuzz. ca | |Outdoors |Billboards and prints in select areas including: | | |Campuses, transportation (bus, metro, stations) | | |Tourist areas in high seasonal periods | | |Outskirts of key cities in geographical reach | | Others |Not relevant | |Personal selling |Direct contact with retailers, sales kit strategies to be explained later in the | | |text. | |Public relations |Stands or special displays and events in schools, malls, sports events (i. e. 2008 | | |Beijing Summer Olympic Games), sponsorship activities | |Publicity |Conferences, press releases (print and online), buzz marketing through TV coverage | Promotional Mix: Consumer oriented: †¢ Contests: â€Å"Win another Bubble Buzz flavour†, â€Å"Uncover a secret code underneath the bottle cap and win sporting goods and electronics by logging on the website†, â€Å"Win a trip for the 2008 Olympics in Beijing†. (Arguments: It will increase consumer purchases and encourage consumer involvement with the product). †¢ Samples: distributed in supermarkets, school/universities. Samples are a way to avoid product resistance since people are not used to find bubbles in their drinks. Arguments: It will encourage new product purchases and it represents low risk for consumers since they get it for free. They have nothing to loose by trying it. †¢ Point-of-purchase: in supermarkets (to reach the parents of generation Y). Arguments: It is also a mean to increase product trial and provides a good product visibility. †¢ Others: In subsequent years, engage in product placement in TV shows or movies. Trade oriented: †¢ Allowances and discounts: case allowance (Arguments: The â€Å"free goods† approach will be used so it can encourage retailers to buy more of the product to get a certain amount for free). †¢ Cooperative advertising: to encourage retailers to buy our product and to maintain our high level of advertisement that consumers expect from Coca-Cola. Other considerations: †¢ Scheduling of the advertising: Pulse scheduling (promotional presence year-round, but emphasized and intensified before and during summer). †¢ IMC (integrated marketing communication) Target Audience: †¢ Intermediary: personal selling will be more often used. †¢ Ultimate consumer: Coca-Cola will use more of mass media because the amount of potential buyers is large. PLACE (DISTRIBUTION STRATEGY) Bubble Buzz will be distributed through these channels: supermarkets, convenience stores, independent food stores, discount stores, multiple grocers, vending machines, direct sales. [pic] |Projected Financial Performance | |Revenues |$ 597,124. 00 |Based on sales @ different channel’s price | |COGS |214,964. 64 |Based on weighted average percentage in past data | |C. M. |382,159. 36 |Revenues – COGS | |Fixed Costs : | | | |SG&A cost : |113,453. 56 |Half of the O/H costs estimated, based on past data | |Capital expenditures : |25,676. 33 |4. 3% of revenue, based on past data | |Profits |243,029. 47 |CM † SG&A † Capital expenditures | Requirement for success analysis: C. M. per bottle = 382,159. 36 / 328,000 = $1. 17 Break-even: (113,453. 56+25,676. 33) / 1. 17 = 118,914 (bottles) Market share: 118,914 / 1,000,000 = 11. 9% In one year, if Coca-cola can sell 118,914 bottles of Bubble Buzz, or in other words achieve 11. 9% of the functional drink market share, it will break even. After this point, every bottle Coca cola sells will generate average $1. 17 towards the profits. The potential profits can up to $1,030,770. 00[1] based on our target market. Expected Costs: COGS: $597,124 * 36% = $214,964. 64. O/H: $597,124* 38% = $226,907. 12 Expected Revenues (total) = $597,124 (refer to Appendix J) [pic] China is the target country we’re going to expand our product. Reasons: 1. With a total population of 1,313,015,000 in the end of 2005 and 327,714,000 in our target market (age 10 to 25 years old), compared with the total population of Canada—304,453 million, there definitely is a great potential worth to work on. 2. absolute expenditure on food and non-alcoholic beverages is expected to increase from 1,777 billion in 2005 to 2,154 billion in 2010 (though the proportion of consumer expenditure on this part is decreasing from 28. 39% to 25. 75% ) 3. Soft drinks industry is one of the fast growing industries in China, especially fruit/vegetable juice, RTD tea, and Asian speciality drinks and bottled water have shown a sharp increase during 1998 to 2003. 4. Bubble tea was originated in Taiwan. Soon after its introduction in China, it became one of the most popular beverages sold in tea stores on the streets due to the similar taste and similar cultural background. So, it is a good chance for us to enter into this market. 5. Since we are the top sponsor for the upcoming Beijing Olympic in 2008. With more opportunities to expose to the public, it is going to benefit our sale there. Our entry-strategy for entering China is through licensing. Reasons: 1. We have already provided licenses for manufacturing our products in China (licensing the bottlers and supply them with our syrup required for producing). Therefore, added in one or two more products in our production chain would not be that difficult. 2. It is relatively low risk when compared with direct investment there. It is low cost to export our new products there since we can maintain lower labour cost and lower material cost if we produce our products locally, especially in China. Changes to be made: 1. Price: Price sold in China is going to change to accommodate the local desire. As we set our price sold in Canada $2. 00. Compared to the price sold in the bubble tea store ($ 3. 50), it is about 57. 14%. So, with the information we gathered from the tea store in China[2], the price sold there would be 57. 14% of what sold in the tea store—$12 Yuen in China currency. Then, it would be around $7 Yuen, about CAD$1[3]. 2. Naming the product: In order to be recognized and accepted more easily for the local market, we need not only translate our product name but also make sure there’s not hidden unintended meaning that would damage our product. 3. Develop other flavours that would attract the local market: Since milk based bubble tea sell better in China, we will add in this product line. Also, we will avoid using too many artificial colors as they are not appreciated as much as in Canada. Moreover, people in China are becoming more and more health concerned, especially the amount of sugar and additives added in the drinks. We will make some changes in the ingredients used to appeal the local market, i. e. less sugary drinks. 4. Promotion: In contrast to the radio ads in Canada, we will use more TV and Web advertisement there due to the highly exposed environment in China. Also, we will put more emphasis on the ads on the public transportation such as underground/subway system and bus service due to the more frequent use of the public transport service there. Also, since the outdoor display screen is quite popular in big cities, we will also take advantage of it. [pic] [pic] APPENDIX A (ref. 2) [pic] APPENDIX B (ref. 4) [pic] APPENDIX C (ref. 1 & 8) STRENGHTS Brand strength (see Appendix F for brand rankings) The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. The Coca-Cola brand is unarguably one of the most recognizable brands in the 200 countries where it sells its products. The strong brand name is one of the basis for the company’s competitive advantage on several of its core markets. Effective strides in new markets. Coca-Cola has partnered with several companies (such as the joint venture with Nestle) in order to increase the ability to react to demands and changes in the markets of iced tea, coffee and juices. The developing markets are more complex than the carbonated soft drinks. Results of operations In 2004, net-operating revenues totaled approximately $21. 9 billion, an 8% increase from 2002. Gross profit totaled $14. 3 billion in 2004. The company generated $5,968 million from its operating activities and re-invests heavily into its business. The ability to generate significant cash flows is one of the its key strengths (ref. 16). Strong existing distribution channels Coca-Cola has operations worldwide and is well established in its distribution channels (such as store retailers or vending machines). Therefore, a new product launch can typically rely on the existing distribution system in order to reach the majority of its target market while requiring no major supply / delivery developments. WEAKNESSES Relying upon line extensions Coca-Cola is relying on brand extensions increase sales in specific lines, particularly its long-time carbonated soft drink products (i. e. the introduction of Vanilla Coke helped maintain sales for the core Cola beverages). However, there is a strong risk of cannibalizing existing sales in the long term (for example, Bubble Tea might deter on sales for iced tea). Reliant upon particular carbonated drinks The long-time presence of Coca-Cola’s Coke beverage has established this particular line as a flagship product. While the core Coke products bring a solid base of sales and loyalty to the company, consumers’ expectations also become more and more anchored and single-lined, taking away freedom in the areas of line diversification and product modifications (taste, packaging, price). Brand dilution The tremendous amount of existing brands and new product being introduced by the company could diminish the value and differentiating strength of each product that is being manufactured. Entrance into difficult non-core categories The Coca-Cola Company is a truly global multinational business giant. While some categories of products are distributed in many areas of the globe (Coke, Powerade, etc. ), geographical needs already require that these global brands are heavily adapted to their target region. Furthermore, many smaller and diversified product lines are more or less popular in one particular region over another. Therefore, the process of diversifying the production and marketing each product involves costly investments. These capital requirements typically increase as the product becomes heavily focused (for example, since the Coca-Cola brand is highly recognizable worldwide, marketing a bottle of Coke in Japan would be less difficult than marketing a bottle of â€Å"Qoo† in that same country † â€Å"Qoo† being a lesser-known non-carbonated drink which was one of Coca-Cola’s newest brand introduction in 1999). Saturation of carbonated soft drink segment Due to the countless number of brands available on the market, it becomes increasingly difficult in the soft drinks segment to innovate and create new products that genuinely stand out from their competition. And as we have seen, an analysis of the industry has shown that growth in the soft drinks market becomes difficult and challenging when the conditions and consumer trends cause a market demand that stays stagnant. OPPORTUNITIES New product introductions The functional drinks market is one that particularly allows more innovation opportunities and gives greater freedom for creativity in the design, production, manufacturing, distribution, promotion and retailing choices and processes. Brand is attractive to global partners. Because of the company’s size (including value, brand name and operating revenues) and wide portfolio base, Coca-Cola enjoys a strong purchasing power over its suppliers, and also attracts large partnerships with various levels of consumer reach (e. g. Burger King, movie studio promotions, sponsorship agreements, etc. ). Existing brand awareness also provides an international playing field for powerful marketing strategies. THREATS Strong competition Coca-Cola is competing in a global market that is characterized by an oligopoly between several (but few in numbers) competitors. The fight for market shares and sales in crowded markets becomes a complex one. Potential health issues. The current trend of consumer and consumers groups’ awareness towards goods and services is both beneficial and threatening for companies in the food and beverages industry. Over the last few years, concerns over health issues have risen in the media through an expanded and ever-growing network of â€Å"knowledge outputs† (journals, TV channels, internet and so on). The move of the younger generation towards a healthier lifestyle call for careful planning and decision-making in new product developments. Large companies can also easily become the target of consumers’ apprehension.