In the Devil’s Snare Essay

There have been several interpretations of the Salem Witchcraft Crisis of 1692. Like every issue that has come up, everyone has their own take on it. Mary Beth Norton chose to lay out her version of the witchcraft trials in her book, In the Devil’s Snare. It is a tremendously ambitious book. Throughout the book, Norton is trying to lay out connections between the experiences of settlers in Maine, the accusations of the afflicted in Salem, and the actions and decisions of the colony leaders. I’ll admit, I don’t know much about the Salem Witchcraft Trials, if anything at all. I had the choice of reading The Crucible in high school, but I turned it down and chose to read a different book. Therefore, I really had not choice but to believe Norton when she said that her approach to examining the witchcraft crisis was a new one. Instead of looking at events case-by-case, she starts at the very beginning (the first whisper of an accusation) and moves chronologically through the entire episode. When it was needed, Norton would pause to add background information. Mary Beth’s point of view of the Salem Witchcraft Crisis is that it all was triggered by from the results of the Indian Wars. She believes that the only way this crisis could be understood, is if you looked at the military conflict between the English settlers and the Native Americans from that region. By the specific attention paid to Tituba, Martha Corey, and Abigail Hobbs, Norton shows how these individuals contributed to the linkage between the witchcraft crisis and the military conflict with the natives. In my opinion, I think Norton’s conclusion should have been put at the start. This is where she explains her thesis, which was that witchcraft crisis of 1692 was in large part a reaction to King Philip’s War and King William’s War, clearly and concisely. Mary Beth does a good job at connecting the participants to the Wars; however I don’t think she’s very convincing when it came to showing how the lack of military and leadership in the w ar was a driving force to the creation of the Salem Witchcraft Trials. Mary Beth Norton’s, In The Devil’s Snare, was very well written piece of literature. I commend her on stepping outside of what other authors had written about and creating her own version of the Salem WitchCraft Crisis of 1692. Norton has a substantial amount of supporting material that she’s gotten from other sources. The amount of the research involved to write her 304 page book is quite impressive and is ultimately breathtaking. I can only imagination how time consuming it was to lay out all the researched material and piece it together with her side of things. Just the thought of management needed to piece this book together gives me a headache. However, all this information did make the book less interesting to me. To be honest, I don’t think I’ve ever picked up a book that had 86 pages of endnotes! It made the book a drag because I had to continuously keep flipping back and forth between the story itself, and the side notes. Sometimes a reader can get away with skipping the end notes; however, I felt it was necessary to going back and forth because if I didn’t, I don’t think I would have understood most of it. Sometimes Norton’s side notes helped clarify what I was reading. All in all, In The Devil’s Snare was a decent book. I don’t think I ever found it really interesting at any point, nor was there a place that made me want to keep reading and not push the book aside for a little. My recommendation to others would be limited. This isn’t a book I would recommend to those that want something to read in their free time. I feel like all of her background information, and the tedious amount of flipping back and forth would put many people to sleep. I had a hard time reading more than 30 pages at a time! I think the only people I would recommend this book to would be those who take certain interest in this time frame of history. I think this would be a book they’d like, just because it’s given at a different angle.

History of Feminism in the 1990’s

Overall, the rights and status of women have improved considerably in the last century; however, gender equality has recently been threatened within the last decade. Blatantly sexist laws and practices are slowly being eliminated while social perceptions of â€Å"women's roles† continue to stagnate and even degrade back to traditional ideals. It is these social perceptions that challenge the evolution of women as equal on all levels. In this study, I will argue that subtle and blatant sexism continues to exist throughout educational, economic, professional and legal arenas. Women who carefully follow their expected roles may never recognize sexism as an oppressive force in their life. I find many parallels between women's experiences in the nineties with Betty Friedan's, in her essay: The Way We Were – 1949. She dealt with a society that expected women to fulfill certain roles. Those roles completely disregarded the needs of educated and motivated business women and scientific women. Actually, the subtle message that society gave was that the educated woman was actually selfish and evil. I remember in particular the searing effect on me, who once intended to be a psychologist, of a tory in McCall's in December 1949 called â€Å"A Weekend with Daddy. † A little girl who lives a lonely life with her mother, divorced, an intellectual know-it-all psychologist, goes to the country to spend a weekend with her father and his new wife, who is wholesome, happy, and a good cook and gardener. And there is love and laughter and growing flowers and hot clams and a gourmet cheese omelet and square dancing, and she doesn't want to go home. But, pitying her poor mother typing away all by herself in the lonesome apartment, she keeps her guilty secret that from now on she will e living for the moments when she can escape to that dream home in the country where they know â€Å"what life is all about. † (See Endnote #1) I have often consulted my grandparents about their experiences, and I find their historical perspective enlightening. My grandmother was pregnant with her third child in 1949. Her work experience included: interior design and modeling women's clothes for the Sears catalog. I asked her to read the Friedan essay and let me know if she felt as moved as I was, and to share with me her experiences of sexism. Her immediate reaction was to point out that â€Å"Betty Friedan was a college educated woman and she had certain goals that never interested me. † My grandmother, though growing up during a time when women had few social rights, said she didn't experience oppressive sexism in her life. However, when she describes her life accomplishments, I feel she has spent most of her life fulfilling the expected roles of women instead of pursuing goals that were mostly reserved for men. Unknowingly, her life was controlled by traditional, sexist values prevalent in her time and still prevalent in the nineties. Twenty-four years after the above article from McCall's magazine was written, the Supreme Court decided whether women should have a right to an abortion in Roe v. Wade (410 U. S. 113 (1973)). I believe the decision was made in favor of women's rights mostly because the court made a progressive decision to consider the woman as a human who may be motivated by other things in life than just being a mother. Justice Blackmun delivered the following opinion: Maternity, or additional offspring, may force upon the woman a distressful life and future. Psychological harm may be imminent. Mental and physical health may be taxed by child care. There is also a distress, for all concerned, associated with the unwanted child, and there is the problem of bringing a child into a family already unable, psychologically and otherwise, to care for it. In other cases, as in this one, the additional difficulties and continuing stigma of unwed motherhood I feel the court decision of Roe v. Wade would not have been made in 1949. Even in 1973, it was a progressive decision. The problem of abortion has existed for the entire history of this country (and eyond), but had never been addressed because discussing these issues was not socially acceptable. A culture of not discussing issues that have a profound impact on women is a culture that The right of abortion became a major issue. Before 1970, about a million abortions were done every year, of which only about ten thousand were legal. Perhaps a third of the women having illegal abortions – mostly poor people – had to be hospitalized for complications. How many thousands died as a result of these illegal abortions no one really knows. But the illegalization of abortion clearly orked against the poor, for the rich could manage either to have their baby or to have their abortion under safe conditions. (See Endnote #3) A critic of the women's movement would quickly remind us that women have a right to decline marriage and sex, and pursue their individual interests. However, I would argue that the social pressure women must endure if they do not conform to their expected role is unfair. The problem goes beyond social conformity and crosses into government intervention (or lack thereof). The 1980's saw the pendulum swing against the women's movement. Violent acts against women who sought abortions became common and the government was unsympathetic to the victims. There are parallels between the Southern Black's civil rights movement and the women's movement: Blacks have long been accustomed to the white government being unsympathetic to violent acts against them. During the civil rights movement, legal action seemed only to come when a white civil rights activist was killed. Women are facing similar disregard presently, and their movement is truly one A national campaign by the National Organization of Women began on 2 March 1984, demanding hat the US Justice Department investigate anti-abortion terrorism. On 1 August federal authorities finally agreed to begin to monitor the violence. However, Federal Bureau of Investigation director, William Webster, declared that he saw no evidence of â€Å"terrorism. Only on 3 January 1985, in a pro-forma statement, did the President criticize the series of bombings as â€Å"violent anarchist acts† but he still refused to term them â€Å"terrorism. † Reagan deferred to Moral Majoritarian Jerry Falwell's subsequent campaign to have fifteen million Americans wear â€Å"armbands† on 22 January 1985, â€Å"one or every legal abortion† since 1973. Falwell's anti-abortion outburst epitomized Reaganism's orientation: â€Å"We can no longer passively and quietly wait for the Supreme Court to change their mind or for Congress to pass a law. † Extremism on the right was no vice, moderation no virtue. Or, as Hitler explained in Mein Kamph, â€Å"The very first essential for success is a perpetually constant and regular employment of violence. † (See Endnote #4) This mentality continued on through 1989 during the Webster v. Reproductive Health Services (109 S. Ct. 3040 (1989)) case. The Reagan Administration had urged the Supreme Court to use this case as the basis for overturning Roe v. Wade. † (See Endnote #5) It is disturbing that the slow gains achieved by the women's movement are so volatile and endangered when conservative administrations gain a majority in government. To put the problem into perspective: a woman's right to have an abortion in this country did not come until 1973. Less than two decades later, the president of the United States is pushing to take that right away. It seems blatant that society is bent on putting women in their places. From the above examples, it appears American culture prefers women as non-professional, non-intellectual, homemakers and mothers. This mentality is not easily resolved, because it is introduced at a young age. Alice Brooks experienced inequality on the basis of her race and her sex. In her autobiography, A Dream Deferred, she recalls the reaction of her father when she brought up the idea of college to him: I found a scholarship for veterans' children and asked my father to sign and furnish proof that he was a veteran. He refused and told me that I was only going to get married and have babies. I needed to stay home and help my mother with her kids. My brother needed college to support a family. Not only was I not going to get any help, I was also tagged as selfish because I wanted to This is another example of women being labeled as selfish for wanting the same opportunities as men. Alice Brooks is a very courageous woman; seemingly able to overcome any oppression she may encounter. During her presentation to our class, she said that â€Å"women who succeed in male dominated fields are never mediocre – they are extraordinary achievers. † Her insight encapsulates uch of the subtle sexism that exists today. I feel that no one can truly be equal in a society when only the â€Å"extraordinary achievers† are allowed to succeed out of their expected social role. This attitude of rising blatant and subtle attacks on women's civil rights is further exemplified in recent reactions to affirmative action plans. These plans have been devised to try to give women and minorities an opportunity to participate in traditionally white male dominated areas. However, we see the same trends in legal action for the use of affirmative action plans as we saw in the 980's backlash against the Roe v. Wade decision. A few interesting points were presented in the case, Johnson v. Transportation Agency, Santa Clara (480 U. S. 616 (1987)). Mr. Paul E. Johnson filed suit against the Santa Clara County Transportation Agency when he was denied a promotion, feeling the company's affirmative action plan denied him of his civil rights. Some interesting facts were presented in this case: Specifically, 9 of the 10 Para-Professionals and 110 of the 145 Office and Clerical Workers were women. By contrast, women were only 2 of the 28 Officials and Administrators, 5 of the 58 Professionals, 12 of the 124 Technicians, none of the Skilled Crafts Workers, and 1 – who was Joyce – of the 110 Road Maintenance Workers. The above statistics show women have been considerably underrepresented at the Santa Clara County Transportation Agency. These numbers are not uncommon and are found throughout business. It is interesting to note the current popular perception is that affirmative action precludes white males from finding employment with companies that implement these plans. The truth is in the numbers, however. The fact that Mr. Johnson felt he was denied his civil rights because an equally qualified woman was given a promotion, instead of him, is just a small window into the subtle sexism that exists today. Most critics of affirmative action do not consider the grossly unequal numbers of men in management and professional positions. Secondly, it never seems an issue of debate that a woman may have had no other previous life opportunities in these male dominated areas. I do not intend to argue that affirmative action is good or bad, but only wish to point out that the current backlash against these programs is heavily rooted in sexism and racism. Often blatant violence or unfair acts against a group of people will cause that group to pull together and empower themselves against their oppressors. The women's movement has made large steps to eliminate many of these blatantly sexist acts in the last century. Now the real difficulty is upon us: subtle acts of sexism and the degrading social roles of women in today's conservative culture. Alice Brooks so eloquently described her experiences with inequality, stating, â€Å"the worse pain came from those little things people said or did to me. † As these â€Å"little things† accumulate in the experience of a oung woman, she increasingly finds herself powerless in her relationships, employment, economics, and society in general. The female child has as many goals as the male child, but statistically she is unable to realize these goals because of the obstacles that society sets in front of her. Society and media attempt to create an illusion that women have every right that men enjoy. However, women will never be equal until the day female scientists, intellectuals, professionals, military leaders, and politicians are just as accepted and encouraged to participate in all of society's arenas as males.

Chapter 1 introduction Essay Example | Topics and Well Written Essays - 1750 words

Chapter 1 introduction - Essay Example Currently, football is the most common sport although others such as basketball and swimming exist. In spite of the influence that oil has had on the development of sports in Kuwait, there are issues facing practical education in schools. This research is therefore undertaken to determine how the introduction of a new approach would benefit the current state of PE in these schools. Sports are essential to the development of any country. Kuwait, like other nations, started giving attention to sports since the establishment of the state in the 18th century. Sports were already on practice. Before the discovery of oil, Kuwaiti people were actually doing hard sports in their daily activities in order to adapt to the harsh environmental conditions and to make a living from it. At that time, people had sport skills such as swimming, diving, rowing, hunting, shooting and riding horses in order to make their living. All the people were skilled in these sports; from the youth to adults. However, traditionally, only men were allowed to practice them (Kuwait Olympic Committee 2015). In the past, only the traditional sports were popular and some of them were held in public. Before the country adopted sports from outside countries like western countries and India, only the traditional sports were known to the people of the local nomadic society. The known and celebrated sports in the area included horse and camel racing; these were held in festivities where sports men from all the Arabian Peninsula areas participated. These races incorporated the finest Arabian horses in the area. Additionally, Falconry was a popular sport in Kuwait and the Arabian Peninsula. Common and nobility people like Monarchs and princesses used to participate in these events. However, the sport started to decline after the overhunting and the discovery of petroleum fields in the area (Encyclopedia Britannica 2013). After the discovery of petroleum in the country, Kuwait changed to a

C130 Aircraft Essay Example | Topics and Well Written Essays - 2000 words

C130 Aircraft - Essay Example The C-130 Aircraft also known as the Lockheed C-130 Hercules is a four-engine aircraft build by Lockheed during the 1950s. It is been serving since many years as a transport aircraft for military. This aircraft was originally developed as an assault transport. This was later used for a variety of missions such as: The C-130 aircraft is capable of traveling through rough, dirt strips. It is the basic mean of transport where paratroop and dropping of equipment is concerned for hostile regions all around the globe. It is the only aircraft that is in a process of continuous production for more than 50 years and have been participating in a huge number of missions of aid for humanity, military and civilian. With its original primary customer it has became the fifth most continuously used aircraft in the history, the first being the English Electric Canberra. (Posner, 2000, p. 1) The transports that were earlier used at the time of Korean World War II in June 1950 were C-119 Flying Boxcars, C-47 Sky trains and C-46 Commandos. However these were proved to be inadequate and insufficient to perform to the fullest and for a variety of purposes. After this realization, on February 02, 1951, the air force of the United States of America put forward a General Operating Requirement for a new transport. This requirement was introduced to a number of companies including: 1. Lockheed. 2. Martin. 3. Chase Aircraft. 4. Fairchild. 5. Douglas. 6. Northrop. 7. North American. 8. Boeing. 9. Airlifts Inc. (Stokes, 2000, p. 2) This new transport was required to have a capacity 92 passengers, also of 72 combat troops or 64 paratroopers. The range was required to be of 1300 miles and 2000 kilometers. Also it should be able to work well while having one of its engines turned off. Out of these companies only placed the tender of an accumulated number of ten designs for the required specifications including: 1. Boeing proposed one, 2. Lockheed proposed two, 3. Douglas proposed three, 4. Airlifts proposed one, and 5. Chase Aircraft proposed to design three under the specification The Lockheed design was developed and headed by Willis Hawkins. This was a proposal of 130 pages. There was close competition between the design proposals of Lockheed and that of Douglas. (Stokes, 2000, p. 3) The company won the contract on July 02, 1951 and was signed by the Company's Vice President and Chief Engineer Hall Hibbard. The first flight of the newly built YC-130 was carried out on August 23, 1954 from Burbank, California. This aircraft was piloted by Stanley Beltz and Roy Wimmer. Then later on the production of C-130 begins. It was started to being produced in Marietta Georgia. More than 2300 of C-130 were built at that time. Deliveries of the said started in December 1956. (Neely, 2000, p. 4) SPECIFICATIONS AND COST OF C-130 AIRCRAFT: The aircraft power plant includes Four Allison T56-A-15 turboprops, 4300 horsepower, each engine. The weight of the empty

Case Study of a specific Advertising Campaign Essay

Case Study of a specific Advertising Campaign - Essay Example Following this, the company launched its ‘Happy to Help’ campaign, featuring the popular Hutch mascot (a Pug) and offering excellent customer service to its subscribers. This too was an effort in vain as people still connected the pug to the old brand, counteracting the company’s efforts to establish their presence in the country. This left Vodafone in a difficult situation where they needed to bring out their own mascot which would win over the hearts of the people while simultaneously communicating their USPs to their target audience. As explained by Harit Nagpal, the then Chief Marketing Officer of Vodafone India in an interview to afaqs (2009), Vodafone was acquiring customers at a very fast pace, but a large number of them were unaware of the value added services offered by their telecom service provider. Some of these services, like phone backup, had been available for over two years without being used much. Thus, the marketing team at the organisation felt a need to showcase their array of products and services, build an emotional bond with their customers and still be positioned as a market leader. It was this need that led to the creation of India’s most loved brand mascot in a decade. Conceptualizing the Campaign When in trouble, you turn to your best friend. If Vodafone India had a best friend, it was their multi award-winning ad agency Ogilvy and Mather, which was tasked with coming up with a new mascot and ad campaign to accomplish these goals. According to an interview with Rajiv Rao, Executive Creative Director, South Asia, Ogilvy India, the only brief given to the agency about the desired mascot was that the character had to be ‘simple to a stupefying level’ (afaqs 2009). After much experimentation, the agency came up with characters with humungous ellipsoid heads (with dots for eyes and the mouth) and disproportionately thin bodies clad in white. These ‘Zoozoos’ were simple living characters who spoke a language of their own (quite akin to the tongue of gibberish) and expressed emotions in a manner similar to the emoticons one came across on chat engines and forums. The idea behind using these characters was to portray slightly comical and endearing scenes featuring these Zoozoos where each scene or advertisement was used to portray one value added service to the customer. Each film was shot against a grey background, showing these characters interacting with each other with the product story weaved in. The Beginning of the Campaign Once they were done creating a mascot for an extremely ambitious purpose and shooting advertisements with extremely high expectations, the agency had the unenviable task of deciding when, where and how to launch this campaign. The company’s investment in the previous year’s ‘Indian Premier League’ cricket tournament had failed to make much of an impact on the target audience despite the series shattering the countr y’s television rating records for the past half decade. Therefore, it came as a surprise to most that the agency recommended investing an entire quarter’s advertising budget into the 47 day tournament and that the client complied (4Ps Business and Marketing, 2007). While the company took a huge risk choosing to invest in a venture that had already failed them in the recent past, they incorporated one significant change in their advertising strategy. The idea now was to

Change Management and Maslows Hierarchy of Needs Case Study

Change Management and Maslows Hierarchy of Needs - Case Study Example As we see upon examination, something as small and as large as language or time expectations can lead to tremendous difficulties in motivation, and ultimately market demand and revenues. A fascinating insight into the world of work and human resource management, the GE Medical CGR case serves as a foundation for further inquiry into change management and equity incentive strategies. In consideration of organizational leadership and human resource management practices, the essay also infers the importance of a rather old, yet 'universal' paradigm from Psychology, Maslow's 'Hierarchy of Needs;' premise to fulfillment of the state of human nature as a means to consensus building and the inculcation of 'desire' in work. At the time that GE entered into the French market with its take-over acquisition of Companie Generale Radiology (CGR), an existing high level of specialization, low change professional environment was resilient to U.S. business protocol. The business practices at the Parisian based CGR reflected France's Scurit Sociale system. Like other medical suppliers, most of CGR's customer basis was drawn from a clientele state relationship that had held a low competition as an expectation of a 'civil service model.' Indeed from everyday aspects of employee motivation and performance on the job to standards of regulatory adherence, and attendant rules of conduct in response to those public partnerships, CGR was run on a model of a low participatory, low change management model that was experienced by most employees as stasis. No change meant that little challenge to normative modes of low productivity and national expectations of leave of absence, whether it be maternity, vacation, or merely a 'mental health break' all contributed to what GE found in a confrontation with U.S. models of high productivity, and low absence employee relations. CGR employees were nothing short of shocked by GE's protocols which reinforced high change, aggressive capitalist market practice. CGR employees also complained about communicative practices, arguing that the English introduction to GE's new management oversight meant that it was not they, who were being addressed. CGR employees were met characteristic literalism (i.e., plain talk 'means' what is said, not inferred) by North American managers, who were equally shocked at what they thought to be unmotivated and unproductive long-term workers who had been working under the former system at the Paris based firm. In short, globalization of the corporation really required localization of GE in the preliminary stage, in order for the corporation to assess its human resources accurately and adequately, and to foster good faith ground in order to effectively translate the company's corporate culture and standardized expectations in a fertile context that would be receptive towards company centered ideas such as capital growth.  

Principal Structural and Demographic Changes That Characterized the Essay

Principal Structural and Demographic Changes That Characterized the Period From 1865 to 1892 - Essay Example Changes occur where the democrats broke down the policies that the Republicans have imposed. The Democrats rewrites the constitution and the social programs. They also lower taxes and cut the state budgets. They impose various laws meant to curb the tenants and sharecroppers rights with the aim of ensuring a black labor force. One of these laws forces the debtors to work in the land until they settle their debts. The following is a discussion of the movements that manifest these changes that occur during this period. During this period, the United States experiences reconstruction, industrialization, and immigration. The state experiences rapid economic growth and emerges as the world’s dominant, agricultural, economic, and industrial power center. The annual income of workers after inflation grows by 75% between 1865 and 1900. It later recorded a growth of 33% by the year 1918. After the victory in the Civil War, the state emerges as a powerful and united nation characterized by a strong government. Reconstruction ends slavery and the slaves acquire citizenship in the United States. The European immigration brings 2.5 million new arrivals between 1865 and 1918. The arrivals provide the required labor force to expand agriculture and industry. They also provide the population base for the urban America that is fast growing. The country took part in two fundamental wars. The US entered a war with the German military. The industrial growth fuels efforts to bring the country back into alignment with an American definition of freedom. Availability of abundant resources, cheap energy, new technology, fast transport, and availability of labor and capital made an outstanding contribution towards the success. Livestock mines and forests provide raw materials for most of the industries in the country. Local-level political machines A political machine is an organization that has control over sufficient votes to maintain administrative and political control of the society. In the United States, the rapid growth of towns and cities creates problems for the government responsible for the cities. These city governments are unable to provide services due to poor organization. Politicians offer favors by offering patronage housing and jobs and thus win support. Despite that, the machines help to restructure the city governments; they result in poor service, aggravation of ethnic and racial hostilities, and corruption. The Irish and Democratic party dominates in politics until elections and civil service brings about its demise. The Irish is among the first immigrant group in the American cities that are large and capable of challenging leadership. The Democratic Party makes a substantial contribution court, the urban immigrants, hence acquiring the power for local bosses. As the number of immigrants grows, the cities become ethnically diverse, and the newcomers dominate the largest population. Efforts at middle-class reforms People like Lincoln ca me up with Freedman’s Bureau to aid the slaves with education, employment, and healthcare. The Radical plan of reconstruction allows the coalition of Freedmen to take control of the southern state government. This gives the federal courts power to deal with justice at a state level. The state passed the Civil Rights in 1875 to give people rights to access public facilities without considering their race or servitude. The state passed

Critically discuss the following statement What is marketing Easy its Essay

Critically discuss the following statement What is marketing Easy its what marketers do - Essay Example A series of theories has been gradually developed aiming to help the transformation of marketing in accordance with the current market rules. Current paper focuses on the examination of the context and the role of marketing within the modern market; the specific field is evaluated using relevant theories – as published in the academic literature. Moreover, efforts are made in order to present and explain the practical implications of marketing – as these implications are understood and handled by marketers. It is concluded that the current forms of marketing are difficult to be fully explored and evaluated – being differentiated within each commercial sector; however, the theoretical explanations on marketing – as identified through the relevant literature – can help to understand the actual role of marketing in the modern market but also its potentials for further transformation in the future. 2. Marketing – Description and functions 2.1 The context of marketing - definitions One of the key characteristics of marketing is its ability to be transformed being aligned with the market trends and demands. Initially, marketing was a discipline rather foreign to academic study; it had been rather considered as a series of practices used by professionals who deal with the promotion of products/ services within a pre-arranged market (also known as target market); the above issue is highlighted in the study of Baker et al. (1998) who noted that marketing gradually entered the academic field of knowledge; however, despite the fact that a wide range of studies has been developed in regard to the content and the role of market, still there are many of its aspects that are not clear (Baker et al 1998). Probably the reason is that the changes of the market are too quick and extensive, marketing’s rules and forms are transformed - in order to be aligned with these changes - but there is no adequate time for the phases of this t ransformation to be monitored and evaluated. From a similar point of view Viardot (2004) noted that the context and the role of marketing can be differentiated when having to enter a particular sector; reference is made, for example, to the term ‘marketing for high tech firms’ (Viardot 2004, 1); it is suggested by Viardot (2004) that marketing is described as follows: ‘putting on the market’ (Viardot 2004, 2) – a description which presents the practical use of marketing as a range of tasks focusing on the achievement of a particular target. Baker et al. (2007) use a similar approach; they note that marketing is still in a period of transition from ‘a pure professional practice to an activity explained through appropriate theoretical models’ (Baker et al 2007, 3). Kotler et al. (2010) give a different, more analytical, description of marketing; in accordance with the above researchers, marketing is ‘the process of building profitabl e customer relationships by creating value for customers and capturing value in return’ (Kotler 2010, 53). In the above description marketing is presented as being closely related to customers; in this way, the main priority of marketers is set: marketers should focus on the development of the relationship between the products/ services

How effective have The European institutions been in dealing with the Dissertation

How effective have The European institutions been in dealing with the economic crisis - Dissertation Example It goes without saying that the game has evolved a fair bit over the past couple of centuries. While profits and returns will of course remain as the deciding factor when it comes to success, there are other factors that will also make a difference when it comes to the final result. Indeed, to succeed in today's economy requires one to have comprehensive understanding and mastery of business systems, marketing strategies, resource management and goal setting. And from there, both macro- and micromanagement skills are required in order to achieve the best possible results. Such may seem simple and easy enough at first. However, when considers how all these concepts are influenced by the various factors that affect the economy and the market itself, the truth of its complexity can easily be seen. Given how either economy or market conditions can change at the drop of a hat, the burden falls on the organization itself, as well as those running it, to make the necessary adjustments in re sponse. First and foremost, one needs to know the rules of the game in order to understand what his objectives ought to be, so that he might then strive toward them. Of course, it should also be noted that some ways of doing so are smarter and more effective than others, which explains the need to have effective marketing strategies. Different strategies have varying viability in various situations, and so one needs to consider this and then plan accordingly. One also needs to be able to be aware of his limitations with respect to resources, and thus keep those in mind as he does what he needs to do to succeed. And finally, just as one's strategies need to be viable and practical, so too must goals be set in a manner that is practical and realistic. Aiming high is always a good thing, but aiming far too high is not - in fact, it may even end up backfiring. At a glance, one can already guess at the complex and many-layered nature of the economy, but understanding the underlying struc tures reveal that even the word 'complex' hardly begins to describe it. The global economy in this day and age is such that neither capital nor technical knowledge alone will guarantee one's survival, especially in an increasingly competitive corporate environment. Most companies choose to deal with this by making sure to hire only the most competent and skilled employees. This is actually a valid strategy, and a rather effective one at that, considering that it is the company's employees who happen to be its single greatest untapped resource, and its biggest weapon in the fight to attain competitive advantage. Managerial staff also qualify to a lesser extent, if only because even their most brilliant strategies, schemes and plans will hardly bear any fruit without a competent workforce to put them into action. Conversely, even the most skilled employees will be limited in terms of their capabilities if their managers and supervisors leave much to be desired by way of competence. Ne edless to say, a company that has a competent workforce in addition to competent managerial staff stands the greatest chance of attaining competitive advantage. As has been stated, it is a perfectly legitimate and effective strategy for a company to keep an eye out for the most talented individuals to be recruited into their ranks to

Three most significant events in american history between 1877 and Essay

Three most significant events in american history between 1877 and 2014 - Essay Example The shortchanging of the minority groups by judicial misinterpretations of the Declaration of Independence in the 1800s, the Watergate scandal in the 1970s, and the assassination of John Kennedy in the 1960s are some of the most significant events that have shaped American history. Despite the promises heralded by the new laws after the dawn of independence, it is plausible that the former slaves, their descendants and all other ethnic and racial minority populations were not accorded equal regard and treatment under the law. As if to seal the fate of the Native Americans and African Americans who continued to be subjected to oppression, the highest court in the land delivered a landmark ruling in 1886 with the assertion that State authorities had the power to separate people into different races. The major caveat here was that the separation was justified provided that the separation facilities remained equal. The apparent â€Å"separate but equal† doctrine was a clear demonstration that even though independence had arrived in the United States, people of color had to wait a bit longer to reap the fruits of this freedom. The contradiction that persisted between the existence of slavery in America and the claim that all men are equal became a subject of debate when the Declaration was first published. As one media commentator wrote, the most truly ridiculous object in nature around that time was the country’s decision to sign independent declarations with one hand â€Å"and the other brandishing whip over its affrighted slaves â€Å"(Armitage 77). Even to this day, the idea of equality and freedom remains as paramount as ever to American politics and culture. One thing remains clear; the story of equality and freedom in America remains forever unfinished. The colored populations in America can only remain hopeful that as new definitions of freedom continue to emerge in the twenty-first-century, the true meaning and intentions of the Declaration will become clear

Linguistics writing Essay Example for Free

Linguistics writing Essay Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4]Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4] Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4] Literacy is the ability to read and write[1]. The inability to do so is called illiteracy or analphabetism. Visual literacy includes in addition the ability to understand visual forms of communication such as body language,[2] pictures, maps, and video. Evolving definitions of literacy often include all the symbol systems relevant to a particular community. Literacy encompasses a complex set of abilities to understand and use the dominant symbol systems of a culture for personal and community development. In a technological society, the concept of literacy is expanding to include the media and electronic text, in addition to alphabetic and number systems. These abilities vary in different social and cultural contexts according to need, demand and education. The primary sense of literacy still represents the lifelong, intellectual process of gaining meaning from a critical interpretation of the written or printed text. Key to all literacy is reading development, a progression of skills that begins with the ability to understand spoken words and decode written words, and culminates in the deep understanding of text. Reading development involves a range of complex language underpinnings including awareness of speech sounds (phonology), spelling patterns (orthography), word meaning (semantics), grammar (syntax) and patterns of word formation (morphology), all of which provide a necessary platform for reading fluency and comprehension. Once these skills are acquired the reader can attain full language literacy, which includes the abilities to approach printed material with critical analysis, inference and synthesis; to write with accuracy and coherence; and to use information and insights from text as the basis for informed decisions and creative thought. [3] The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines literacy as the ability to identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts. Literacy involves a continuum of learning in enabling individuals to achieve their goals, to develop their knowledge and potential, and to participate fully in their community and wider society. [4]

Danone Marketing Strategy

Danone Marketing Strategy Danone is the worlds largest fresh dairy company with a thousand cups of Danone offerings being consumed every second around the world. It operated in India through a joint venture with the Britannia group till 2009. After the split, Danone India was setup as a wholly owned subsidiary of GroupeDanone with the aim of promoting fresh diary and milk products. The dairy industry benchmark suggests that the packaged yoghurt market in India could be about 60,000 tonnes, while the indigenous market comprising curd sold in loose pouches by local dairies may be about 140,000 tonnes. The major players in the organized segment include Amul, Nestle and some smaller regional players like Nandini in Karnataka and Milma in Kerala. Thus, India presents a promising opportunity to Danone especially with its differentiated emphasis on quality and freshness. With this in mind, Danone has launched its line of yoghurt in the select markets of Mumbai and Pune and is now targeting a market share of 12% in 5 years. This report outlines the marketing strategy decided by Danone to achieve these targets. Introduction Groupe Danone is engaged in the marketing and production of fresh dairy product and beverages. It is headquartered in Paris and is the fifth largest packaged food company in the world with just over 1% shares of global sales 1786 billion US$ in 2008. In recent years, the company has refocused its operation into three core markets water, fresh dairy products, baby food and medical nutrition. Danones principle product is Yoghurt. It is the worlds leading company in yogurt with 24% value sales in product category. Mission Danones mission is to provide healthy food products to as many people as possible. Our rationale for choosing Danone yoghurt is based on the following alarming statistics Under-nutrition contributes to 53 percent of the 9.7 million deaths of children under five each year in developing countries such as ours Iron deficiency is the most prevalent form of malnutrition worldwide, affecting an estimated 2 billion people. It is impairing the mental development of 40-60 percent children in developing countries Vitamin A deficiency affects approximately 25 percent of the developing worlds pre-schoolers. It is associated with blindness, susceptibility to disease and higher mortality rates. It leads to the death of approximately 1-3 million children each year. Iodine deficiency is the greatest single cause of mental retardation and brain damage. Worldwide, 1.9 billion people are at risk of iodine deficiency, which can easily be prevented by adding iodine to salt In light of the above, we found the following characteristics inherent in Danone yoghurt which made it more than just a convenient tasty snack: DANONE YOGHURT is fortified with 4 micro nutrients : Vitamin A, Iron, Zinc and Iodine keeping in mind the sheer number of Indians who suffer from deficiency of some or all of these nutrients Other benefits of yoghurt are: Nutritious texture The smooth creamy texture of yogurt comes from lactic acid, which is formed when milk ferments. Fermentation occurs using two lactic bacteria:  Streptococcus thermophilus  and  Lactobacillus delbrueckii var. bulgaricus. Improved digestion During fermentation, between 20 and 30% of milks lactose is converted to lactic acid. Since yogurt contains bacteria such as  ÃƒÅ¸-galactosidase, those who are lactose-intolerant can tolerate it better when they eat it. Yogurts texture makes it easier to digest. Due to its thickness, yogurt takes longer to move through the digestive system, allowing the lactase enzyme to break down lactose more efficiently and absorb nutrients effectively. Low fat Recommended fat intake represents between 20% and 35% of total energy intake and is normally 65 g a day for women and 90 g for men. Eating yogurt allows one to maintain these limits. With at most 5 g of fat per serving, yogurt is pure health food that is not just low fat, but also contains a host of other nutrients Another reason for choosing Danone yoghurt is that it has been launched very recently in Pune. As a part of the phased launch program in India, Danone yogurts were initially made available in three flavors (strawberry, mango and vanilla) across super marts and grocery stores in Pune and now Mumbai. Danone fortified yogurts have a shelf life of 15 days. While Danone Dahi is priced at Rs 27 for 400 grams and Rs 14 for 150 grams, flavored yogurts are priced at Rs 10 each for 100 gram pack size. Such a product which is in its initial stage of launching, gives us an opportunity, as marketing students, to analyze the Indian market for flavored yoghurt and develop a marketing plan for further expansion of Danone Yoghurt. Situational Analysis Yogurt is a fermented milk product prepared by blending bacterial cultures into the milk. In India, traditional yoghurt products such as dahi, sour milk drinks such as lassi and buttermilk used to br produced at home at very negligible cost. Many sections of consumers still prefer preparing such items at the home because of high costs of branded products in the market. But at the same time due to growth in the middle class section of society in big cities and increased awareness of nutritional value of such dairy items, accompanied by a fall in the per unit prices of processed dairy products, the sales of packaged dairy food products has grown in the last decade. Context Currently yoghurt in India is available in two forms namely: set and stirred. Set yoghurt is available in plastic cup containers usually in packs of 100 to 400 grams. It is particularly popular in the northern and western parts of the country. On the other hand the stirred or loose form is available in plastic pouches in packs of 100 ml to 500 ml quantity. These loose packs are more prevalent in the southern part of the country. Rising average income of households in the urban areas, increasing awareness about the health benefits of processed dairy products, combined with the increasing western influence in society has lead to a faster rate of growth in the demand for yoghurt and other sour milk products amongst the Indian consumers. Till very recently there was not much demand for flavored or fruit yoghurt among Indian consumers and most of people consumed it in plain form. Company Groupe Danone (Danone) is a global market leader in production and marketing of fresh dairy products and beverages. The group is headquartered in Paris, France and employs 76,044 people globally. The group recorded revenues of E 15,220 million (approximately $22,393.8 million) during FY2008, an increase of 19.1% over FY2007. The operating profit of the group was E 2,270 million (approximately $3,339.9 million) during FY2008, an increase of 33.8% over FY2007. The net profit was E 1,313 million (approximately $1,931.9 million) in FY2008, an increase of 10.8% over FY2007. The product line offered by the company include bottled water, savory snacks, dairy desserts, pro-biotic dairy products, beverages and fresh dairy products under more than 25 brand names. The key strengths of the company includes, strong global brand image, market leadership across a wide variety of product types and across geographies, diversified revenue model which reduces the risk and most importantly strategy of product innovation to strengthen groups competitiveness. With the focus on the healthy and nutritional dairy food products, Danone group has re-launched itself in India after its initial alliance with Britannia ended in 2007. The aim of the company is to grab a significant pie of the flavored and value-added milk product category, by differentiating itself through extensive product innovation. The key focus of the company would be on delivering products which have nutritional benefits and would be focused mainly on the health conscious people of the society. Competitors Karnataka Milk Corporation KMC with its flagship brand Nanadani accounted for the maximum share of yoghurt and sour milk product market in India till 2008. KMC didnt have a national presence, but was widely available in southern India especially Karnataka, which accounted for highest per-capita consumption of sour milk and yoghurt products. In addition to KMC, the Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) also occupied a major chunk of the market and both the companies had recorded a growth of about 1% during 2008. Nesvita, a pro-biotic yoghurt brand of Nestle, increased the market share of Nestle on accounts of increased demand for yoghurt among the consumers in 2009. Pricing was one of the most important factors in determining the market share of the brands. Due to low manufacturing costs, KMC and GCMMF were able to price their products at significantly lower levels as compared to national players like Nestle. For example a 200gm unit of nandani dahi is available for Rs 10 whereas the same quantity for Nestles Fresh and Natural Dahi costs Rs 13. Till 2009 Nestle and Yakult were only international players in the yoghurt market in India. State level cooperatives supported the domestic brands capability of having short shelf life, and so boosted the market for them compared to the international players. Also as late as 2008 there was no private label presence in the yoghurt and sour milk market in India. Collaborators Danone faces intense competition from local players like Karnataka Milk Corporation and Gujarat Co-operative Milk Marketing Federation Ltd. These local players have several advantages over an external player like Danone. For example due to low manufacturing costs and state funded cooperatives they are able to price their products low as compared to other players. Also, the distribution network of these local players is far more effective and penetrates deeper into the geographies, which is a major profit factor in dairy product industry. Also the supply of milk and culture to be used in the production process needs to have an efficient delivery system. To address such problems Danone has chalked out plans of joint ventures and partnerships with other players. It has partnered with Dynamix, as the co-manufacturer for Danone products in India. Also it has entered into a joint venture with Japanese pro-biotic dairy products manufacturer Yakult Honsha to launch pro-biotic yoghurt called Yakult distributed through the direct selling channel popularly known as the Yakult Ladies. Also Danone has partnered with several retail chains and distribution networks to make its product readily available to a wide audience. Customers The size of the Yoghurt market in India has increased by approximately 18% in 2008-09 in current value terms to reach Rs 6.5 billion. Sour milk drinks is the fastest growing category, with about 22% value increase in 2009. With the growing awareness about the nutritional and health benefits of the organic and cultured dairy products among the urban population of India, there has been a significant rise in the demand for such products. As the number of players offering such products are currently very few, there is a good business opportunity in this segment. The prospective consumers are people who value the nutritional and health benefits of processed and packaged diary food products. The key drivers which push the customer to look out of such products are the reliability and brand image of the vendor. The customers also place value on shelf-life and whether the product is made with natural ingredients. Packaging also plays an important role on consumer preference. The size of the packs available and the ease with which they can be consumed, stored and re-consumed is an important criteria for a consumer to make a product choice. Pricing of the various packs plays an important role in the ultimate buying decision of the consumers in India. The price needs to be decided by keeping in mind the per unit cost of production as well as the competitors price for the same quantity. Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Porters Diamond Determining Factors of National Advantage Factor Conditions: India has readily available cheap labor. Also skilled workers are in abundance in urban and semi-urban areas at low costs. The raw materials like the milk, culture are readily available all over the country. Setting up a manufacturing unit is comparatively easy in certain parts of the country due favorable state laws Demand Conditions With increasing awareness of nutritional and health benefits of packaged dairy products there has been a tremendous increase in the demand of such products The size of the Yoghurt market in India has increased by approximately 18% in 2008-09 in current value terms to reach Rs 6.5 billion Western influence over the middle and upper middle class has increased the demand Related and Supporting Industries Plans of joint ventures and partnerships with other players like Dynamix, as the co-manufacturer for Danone products in India Also it had entered into a joint venture with Japanese pro-biotic dairy products manufacturer Yakult Honsha to launch pro-biotic yoghurt called Yakult Ladies Denone has partnered with several retail chains and distribution networks to make its product readily available to the targeted customer segment Firm Strategy, Structure, and Rivalry Currently not many people aware of flavored and fruit yoghurt in India Local players like Karnataka Milk Corporation KMC etc enjoy a number of benefits over external players in terms of lower costs and better distribution systems No private label presence in the yoghurt and sour milk market in India currently Pricing plays an important role in decision making for Indian consumers Marketing Objectives Danones marketing objective is to gain 12% market share in five years till 2014. In a category dominated by well-established players, it will take considerable time to establish market leadership. While this would naturally be a long term goal for the company, its immediate goal should be to incrementally gain market share and create awareness for flavoured yoghurt as well as brand Danone. Marketing Strategies Segmentation Scheme, Segments Profile The market segmentation can be done using demographic and geographic variables. The demographic variables used are income, gender and age. The geographic segments are divided based on urban or rural locality inhabited by the population being segmented. By 2016, the share of middle-class households (defined as those having annual income of US$6,000-$30,000) in the top 20 Indian cities is estimated to move from 39% in 2007-08 to more 55%. High-income households (more than US$30,000) will triple in the same period to 13%. More importantly, the share of low-income households (below US$3,000) could halve to just 7% by 2016 compared to 16% in 2007-08. Such a gigantic shift in household demographics will have a huge impact on demand for everything from food and beverages and consumer electronics to clothing and personal transport. The urbanization of India is taking place at a faster rate than in the rest of the world. By 2030, 40.8% of Indias population will be living in urban areas compared to about 28.4% in 2007-08. The population in urban India saw rapid growth driven by birth and migration during 1995-2007 which will continue until 2015. The percentage of urban households increased from 26.9% to 29.3% in the period 1995-2007, and is expected to reach 31.8% by 2015. Target Segment and Rationale Thus based on the various socio-economic indicators mentioned above, the urban middle-class Indian family would prove to be a very attractive target segment. The choices of women and children play a huge part in deciding the food items consumed by a family. Married women who are educated and who are balancing busy careers with their families have comparatively less time to spend on daily cooking which has resulted in the increased popularity of packaged food. This trend is likely to continue as the number of working women is expected to increase over the coming years. Tweenagers (children in the age-group 10-14 years) have a high level of media awareness and influence family decision-making in urban India. An example of their influence is the success of breakfast cereals in urban India. Cereals are increasingly being consumed by young urban children within rich and middle-income families and Kellogg India has successfully taken advantage of this by positioning its cornflakes as a nutritious snack for children after school. Therefore it is important to target this segment of the population. But influential as they are, a singular focus on just the children can be detrimental as the proportion of tweenagers in the total population is estimated to fall by 0.2% from 2007 to 2015, owing to families opting to have fewer children. Positioning and Rationale For many years Indians have had a negative perception of packaged food as stale and inferior. But with greater information about product quality, the growing affordability and necessity of such goods has contributed to the changed perception of packaged goods as hygienic and high in quality, which in turn has led to the increased popularity of branded packaged goods. Due to greater investment in the power sector and the penetration of electricity to most parts of the country, the sale of domestic electrical appliances such as refrigerators is increasing. This factor too has led to an increase in sales of frozen and refrigerated packaged foods. Consumption of yoghurt in India is highest in Northern and western Indian where Indian yoghurt(curd ) is eaten sweet (as opposed to consuming yoghurt with savory foods like in most of South India)and this would provide an easier progression to flavoured yoghurt in terms of consumer tastes and preferences. The concept of flavoured yoghurt is common in western cuisine, and with middle-class urban Indian families eating out and expanding their culinary horizons more than ever before, they are highly likely to be open to the concept of flavoured yoghurt. Taking into consideration the above mentioned demographic, economic and social factors, Danone yoghurt can be positioned as a tasty and healthy versatile food option. It can be consumed as a snack between meals, as dessert, or even as part of a meal like breakfast. It differentiates itself based on the superior health benefits, taste and quality offered. Danone yoghurt is uniquely positioned as it offers the taste and enjoyment derived from consuming an indulgence food-item like ice-cream as well as the health and nutritional benefits of a health drink (Eg: malted health drinks). In this way it can marry the benefits of both products and differentiate itself from other value-added dairy and health food options present in the market. Market Research MARKET RESEARCH Background: When Danone launched Danone Yoghurt in Pune, they didnt undertake a very extensive market research process. The company was new to India therefore collecting valuable feedback on customer preferences and their attitude towards health snacks was more important. They conducted surveys and got feedback on aspects like their eating habits, number and type of flavors to launch etc. The company was reasonably confident of Danones acceptance in India as it has made the product work in countries with no exposure to fermented dairy whatsoever such as Indonesia. The Problem: What is the consumer perception of yoghurt in general and is there a profitable potential market for flavored yoghurt in India? Decision Alternatives: To increase the scope of Danone yoghurt in other cities beyond Pune and Mumbai To halt expansion The former would require expanding the manufacturing capacity and setting up more factories. Currently there is only one in Baramati (near Pune) in Maharashtra which caters to both Pune and Mumbai markets. Research Objective: To determine if India is ready for Flavored yoghurt and to see which specifications and preferences of consumers can the company cater to in order to capture a larger market share. Data sources: Primary data collected through a survey. This seemed to be the most effective way to gauge peoples knowledge, belief, preferences and satisfaction. For this purpose we developed a questionnaire. Total number of respondents: 76 The sample of people asked to fill the questionnaire ranged from children to elderly to working professionals, to adults who stay home. Danone has not specifically targeted any particular segment of people. The company has decided to cater to families as a whole. ANALYSIS OF RESULTS: Based on the responses to the questionnaire we can infer the following: Most respondents believe in eating and living healthy and feel that yoghurt is a healthy and nutritional alternative to other snacks and eatables. This is no surprise as there is a trend towards health consciousness among children and adults alike In purchasing a snack such as yoghurt, people rank flavor as the main criteria for making a decision. Price and fat content are considered to be other important factors. Among flavors, we found plain yoghurt (or dahi) is the most preferred followed by chocolate. This is expected as dahi is now part and parcel of our everyday meals and chocolate is popular among kids and adults. Besides these, strawberry and vanilla are also liked by the respondents. Danone is the first to offer vanilla flavored yoghurt in India. When asked to rate attributes in yoghurt on a scale of 1 to 5 (1 being the least important and 5 being the most important) respondents rated taste, flavor and health benefits (low fat) as the most important features. RECOMMENDATIONS BASED ON ANALYSIS People regard yoghurt first as tasty and then as healthy. Danones mission is providing healthy food products to as many people as possible. Danone is a food company and not a pharmaceutical company therefore while the basis of all their products is healthy content, they cannot and do not ignore the taste aspect. Respondents consume curd and other forms of yoghurt mostly between once to 5 times in a week. This boils down to a maximum of once a day. They purchase yoghurt mostly through food chains such as Reliance, More etc. and only about 36% purchase from local shops. Respondents gave considerable importance to availability of yoghurt. It is interesting to note that people are not willing to go out of their way to buy a particular brand of yoghurt especially if substitutes are available. Therefore, yoghurt should be readily available (even in local shops) to induce people to make a purchase and inch towards building brand loyalty for Danone. Since people are willing to pay Rs. 10 to 12 for plain yoghurt, flavored yoghurt can probably be priced marginally higher as it is viewed as a premium product. Marketing Action Plan The Marketing Action Plan deals with the 4Ps of marketing, i.e. Product, Price, Promotion and Place. We have outlined the marketing action plan for Danone Flavored Yoghurt below: Product Danone Flavoured Yoghurt is flavored spoonable yoghurt made from milk, Yoghurt cultures, flavors, stabilizers, whey protein concentrate and color. It is fortified with four micro nutrients Zinc, Vitamin A, Iodine and Iron. Danone Flavored Yoghurt does not contain any preservatives. It has a shelf life of 15 days. The product would be primarily positioned as a healthy snack that tastes good. It is currently available in four flavours in India. They are: Mango Strawberry Vanilla Plain The product is available in 100 g packages. Currently no other product sizes are available. Product Packaging Danone Yoghurt is packaged in a plastic container and vaccum-sealed using an Aluminium foil bearing the attractive logo and branding. The containers are well sterilized before the fermented milk is poured in so as to remove the yeast since that leads to the creation of moulds that destroy the yoghurt. In addition, some stabilizers are added at the final stage that prevent the occurrence of whey, the watery coat that is formed above the set yoghurt. Price The price of the Danone Flavoured Yoghurt is Rs.10 for 100 gm yoghurt. Since the main marketing strategy of Danone is to establish the brand in India and increase the market share, Danone has to apply market-penetration pricing techniques. The product is competitively priced to ensure wider consumer reach and to secure high volume growth. The operational cost involved in the manufacturing, marketing, distribution and retailing of 100 gm of flavoured product are as follows Advertising Objectives The aim of the advertising program will be to create awareness about the brand, to highlight the quality,taste and nutritional benefits of the product. Since Danone is new to India and flavoured yoghurt is in the introduction stage in the Indian market, the advertising has to create sufficient awareness about the product category among the customers and stimulate enough interest to promote trial of the product. The advertisements should also increase the brand awareness of Group Danone and communicate to the consumers that Danone is the largest company in dairy products in the world. The advertisements would be primarily targeted at the segment of urban, middle class families. Choice of media The main focus should be on television ads, as it reaches more urban families than any other medium. Display media such as billboards, signs etc., innovative promotion programs and point-of-sale promotions could also be implemented to ensure wider reach. Advertising Program Television Advertisements The television advertisements would be targeted at the urban, middle class families. We suggest that there should be two separate television advertisement strategies one for increasing the brand equity of Group Danone in India and one focused on building the awareness of Danone Flavoured Yoghurt. It is important to build the brand awareness of Danone as the urban middle class consumers in India are highly aspirational and would love to be associated with a world-class brand. Aspiration-led marketing and portrayal of brands as status symbols has worked well in the past with the Indian consumers. This could also create an edge against established competitors such as Amul or Nestle and aid in brand recall. The advertisement should be informative; the purpose here is to introduce the average Indian consumer to Danone as the worlds largest dairy group. The creative execution can focus on Danones history, its popularity across the world and essentially, the arrival of Danone in India. The product related television advertisement should be built around the product features, taste and health benefits, appetite appeal and the snacking occasions. One of the main intentions is to ensure that potential customers try out the product. The plain yoghurt is a part of Indian diet and is generally preferred over the flavoured yoghurt which has less appeal to the Indian palate. Hence, the advertising has to actively motivate the consumers to switch from traditional sour yoghurt to the flavoured yoghurt emphasizing on both the taste and the added health benefits and can feature men, women and children consuming flavoured yoghurt as part of their meals. It should have eye-catching visual imagery that promotes appetite, appealing music and preferably a story line that involves an urban family that represents the general consumer lifestyle and preferences. The strategy for the implementation of the advertising should be: Launch with a high-decibel advertising campaign to maximize the impact. This can be continued for three to four weeks. The advertisements should be mainly featured on television channels popular in the urban middle class families. General entertainment channels in Hindi as well as English and the television channels that target tweens and English movie channels have more viewership among the target segment. The programs which are most popular with the target segment and those that emphasize health and wellness should be focused on. Outdoor media Billboard and poster ads that complement the television advertisements and enhance the brand appeal should also be a major part of the communication plan. Danone already has implemented innovative promotion media such as the Blue Danone buses in Pune. These ads should contain memorable visuals and communicate detailed information to give the product greater visibility and appetite appeal. Print Media The print media advertisement can deliver detailed information about the brand and the nutritional and taste attributes of the product to the target customers. English newspapers and family magazines such as Readers Digest, Good Housekeeping etc. and health and wellness magazines reach a large base of urban consumers. Sales Promotions The purpose of the sales promotions such as coupons, contests, premiums etc. are to gain attention and to lead the consumer to purchase the product. Since the product is in the introduction stage, the main goal is to encourage trials and thereby adoption. The following sales promotion methods are suggested: Distribute free samples with popular family and health magazines Banded packs with other branded health foods such as breakfast cereals or fruit juices. Point-of-sale displays that are eye-catching Social Media Marketing The urban population is characterized by extensive use of internet media. Internet represents a powerful channel that can be proliferated for effective advertisement campaign. Social media marketing can be employed in the form of presence on networking sites like facebook, orkut and myspace. Forums can be created on these sites that can inform the users of the health benefits of yoghurt, latest technology and its effect on product quality. First hand feedback and consumer sentiments can be analyzed from what they say on these forums. This information can be used to improve product quality, packaging, introduce new flavours and improve consumer interaction and further reinforce the brand image in the minds of the consumer. Place The primary mode of distribution of Danone flavoured yoghurt is a single-level channel with only the retailer as the intermediary between Danone and the consumer. To ensure the freshness of the product, it is put in cold storage at 4 degrees Celsius after packaging and is transported in trucks to the warehouse. Danone is the first company in India to have cold chain from factory to warehouse and from warehouse to the retail shop. At present, Danone flavoured yoghurt is available only in Mumbai and Pune. Danone will be launched across India in three phases: Phase I: It would include marketing in the top 10 metros with use of modern retail chains Phase II: It would include the next 20 Tier 1 citi

Should Uber be Banned in London?

Should Uber be Banned in London? On September 22nd, 2017, the city of London, England declared that it will not re-issue Uber Technologies Inc.’s (â€Å"Uber† or the â€Å"Company†) private-car hiring license that was set to expire on September 30th, 2017. The months following led to an appeal to Transport for London (â€Å"TFL†) by Uber, which become a stalled and slow process that ultimately could take years to move forward. While the appeal could take up to a year to fully process, the commissioner of TFL, Mike Brown, and Uber were able to converse in early November over potential resolutions prior to Uber’s hearing in December (Smith, 2017). Although talks between the Company and TFL ultimately have not become deciding factors in the appeal, they are important in creating a professional dialogue between the two bodies. As the Company has tried its best to develop a relationship with the city of London, two Uber employees came into the public eye. Yaseen Aslam and James Farrar, two Uber drivers based in London won a legal dispute on behalf of a group of nineteen Uber drivers in early November. The dispute, which involved the category in which Uber drivers were to be placed, ended with upholding regulation to deem all drivers as workers for Uber rather than self-employed. This regulation enforces the Company to pay all of its workers a minimum wage, allow time off, and holiday pay (Rao, 2017). Another defeat in UK’s court system has not only damaged Uber’s reputation in the island nation even more but made the company’s London division increasingly susceptible to an unfavorable outcome in its upcoming December hearing. Financially, Uber has done very well, especially in the United Kingdom. Boasting over 3.5 Million users in London alone (Cummins), the giant ‘ride-share’ service company keeps over 40,000 people employed in the city (Rao, 2017). Simply put, Uber’s status as a licensed taxi or ‘ride-share’ service is very important to the economy of London and its people. Stakeholders in the company’s continued operation in the British capital include local users as well as far-reaching shareholders spanning the globe. It is because of Uber’s large role that we need to pose the question, â€Å"Should Uber be allowed to operate in London with less restrictive regulation than other taxi services?†. Stakeholder(s) Stakes Transport for London, governmental organization TFL’s stake is the well-being and protection of its citizens from malpractices and the legality of business operations dealing in transportation. Due to their power as the decision maker in renewing Uber’s license in London, they are considered one of the most powerful stakeholders. Uber driversDrivers of Uber are one of the most urgent and legitimate stakeholders because of the direct impact the decision would make on their jobs and careers. Uber drivers outside of London While not directly impacted by the outcome, Uber’s international drivers are affected by the possibility of other cities following in London’s footsteps of barring Uber. Uber clients in LondonUber is fairly popular in London, with 40% of the population having used Uber at one point. Their clients would have to find an alternative, such as using Black Cabs, which are generally more expensive. They are directly impacted by the outcome and the refore can be considered an urgent stakeholder as well as a legitimate one. Uber Shareholders/Investors As 5% of all of Uber’s revenue stream, London’s consumer base for Uber is a considerable market. Losing this market could dissuade potential and current investors and shareholders through lost faith in the company. These investors and shareholders are responsible for Uber’s existence as a company which makes them a very powerful, urgent, and legitimate group of stakeholders. New Car sales companies Since most Uber drivers use their own cars for transportation, and some Uber drivers buy and lease cars specifically so they can get potential discounts, the outcome of this decision will materially impact car sales. London Public Transit Commuters If Uber loses its license, there is a good chance that previous Uber clients will opt for public transportation which is a cheap alternative, causing a large influx of commuters and crowding the already crowded public tra nsportation options. London police Uber is well known to use anti-law enforcement business tactics. There is the distinct potential that if Uber’s right to operate is revoked, they may still operate under-the-radar causing more work for London’s police to make sure Uber is compliant with their laws. London’s air qualityLondon is notorious for having one of the worst air qualities in the EU, and reducing the number of people driving will help improve the air quality situation. This affects all Londoners and tourists. Gas stations Uber contributes to a decent amount of various gas station’s revenues, as their business is to drive all day which consumes gasoline. Reducing the amount and frequency of which people drive will affect their revenues as well. Black cab companies Black cab companies want the rule to be upheld, as they will directly benefit from Uber losing their license, as they are (an albeit expensive) substitute for Uber’s services. Black cab drivers Similar to the Black Cab company itself, black cab drivers only make money (generally) when they are driving clients. Since they will see an increase in volume, the black cab drivers will make more money. TX4 Hackney Carriage Black Cab manufacturers As the manufacturer of ‘black cabs’ TX4 has a direct stake in the decision determining Uber’s fate in London. With Uber gone the company can continue producing the same black cab’s that are part of London’s large private taxi service. Rental car companies Uber has a rental car program with some rental car companies so not all Uber drivers have to own their car. If Uber were to get pulled out of London, the revenues of London rental car companies would suffer as a direct result. The London Underground transportation service and system The London Underground will similarly profit as the black cab companies due to the relationship of being a substitute to Uber as well. London Banks When people or car sales companies buy cars, they get a loan from a bank. Fewer cars being sold reduces new loan volume. Additionally, Uber drivers relying on their job to pay off the car loan may be forced to sell or remit their car to the Bank. London Car commuters A reduced volume of drivers on the road will favor car commuters, reducing traffic and congestion. However, Uber clients who are new or are returning to driving their own car could pose a risk to current car commuters because of driving inexperience and unfamiliarity. Local wildlife, in and surrounding London. (Hawks, Foxes, Badgers, Ducks, Deer, and Others) Poor air quality, light pollution, and noise pollution all affect the local London wildlife. With more Uber drivers, especially those who are new to the London area, comes a greater chance of local wildlife having incidents with motor vehicles. Environmental activists (Love Clean Air, Client Earth, EPUK, EEA, LSx, WWF, and Others) Since London’s air quality and wildlife will not speak for itself, activist groups that represent both of these stakeholder groups will likely push for Uber to lose its operating license for the reasons that are stated in their respective sections. London Tourists Since Uber is the current combination of the cheapest and most convenient option for tourists, they will have to find alternate forms of transportation which may be either more expensive (cabs) or less convenient (transit). Potential Actions & Implications There are three clear potential actions that the Transport for London can take to resolve our ethical question, â€Å"Should Uber be allowed to operate in London with less restrictive regulation than other taxi services?† along with doing what is best for the Stakeholders involved on a legal and economic scale. They have the option of continuing to treat Uber as they currently are and apply no extra regulation or restrictions to Uber’s operations, create new regulation to specifically address Uber’s operations, or decide to let Uber’s operation permit expire thusly eliminating Uber from London. For the first option, letting Uber retain its current operations and re-instating its operations permit, Transport for London would continue to support Uber as â€Å"ride-share† service as opposed to a taxi service. The implications of this are that Transport for London would be encouraging the demise of the Black Cab industry in its current state, forcing either closure of said companies or a prompting the creation of new business models. In doing so, there could potentially be long-term benefits for the general London community who use ride-share and taxi services as their primary mode of transportation. This is because the Black Cab companies would be now directly competing with their modified business plans against Uber and any competition between companies is always good for consumers. Other stakeholders, such as car sales companies, other services that compliment car sales, gas stations, Uber drivers, Uber Investors, and London Tourists would similarly benefit from this decision. If Uber was allowed to continue operations as it currently is, this would have repercussions on stakeholders such as London’s police, The London Underground, the Black Cab companies and associated stakeholders, Transport for London as a governmental body, London’s air quality, London’s local wildlife, and the local London activist groups for the environment and wildlife such as detailed in the stakeholder table above. Uber is well known for its practices regarding law enforcement evasion through its â€Å"Greyball† program, which its sole purpose is to identify and blacklist any law enforcement personnel from using Uber’s services which is both a short-term issue and if it persists, can turn into a long-term issue. It can turn into a long-term issue because as well when trying to make sure Uber is compliant with government regulations, as it will be difficult to get an unbiased audit of Uber’s operations that are conducted by a law enforcement agency. The Black Cab companies and associated stakeholders along with the London Underground will continue to lose profits and employees unless they change their business models. This can make or break the Black Cab industry, as these Black Cab companies are almost as old as London itself and have not changed their business model since then. The environment and wildlife in and surrounding London will continue to have a deteriorating quality-of-life, because of the stated reasons in the Stakeholder table. These will have some measurable immediate impact, but the long-term effects are the most worrisome where pollution reaches a point of no return and is incurable. Because these detriments exceed the benefits that would be provided by letting Uber retain their operations license, this is not a recommended answer to our question. For the second option, letting Uber continue operations but with additional regulations, the Transport for London body would invoke regulations regarding Uber similar to those that apply to the Black Cab industry. Contrasting with the first option, this would potentially allow the Black Cab industry to survive under its current business model, albeit with a shift in pricing to efficiently compete with Uber. This would benefit the Black Cab industry to an extent, Uber and Black Cab users, car sales companies and associated services, gas stations, Uber investors, and Uber drivers. However, this decision would have repercussions on other stakeholders as well. Similar to the first option, the London police, The London Underground, Transport for London as a governmental body, London’s air quality, London’s local wildlife, and the local London activist groups for the environment and wildlife would also be negatively impacted by this course of action. Letting Uber continue operations but being restricted by additional regulations is a better solution than the first option because it benefits more stakeholders. However, it is still not our recommended solution. The negative impact that stems from letting Uber operate in London is too great a cost compared to letting their operations license expire. The third solution is to let Uber’s operation license expire. This recommendation is the complete opposite of the first solution and as a result, would imply Transport for London is condemning Uber. This would have inverse benefits and drawbacks as the first solution as well, meaning it would benefit London’s police, The London Underground, the Black Cab companies and associated stakeholders, Transport for London as a governmental body, London’s air quality, London’s local wildlife, and the local London activist groups for the environment and wildlife. Since Uber would no longer be able to operate in London, it would be a huge win for the Black Cab industry as a whole and would help London preserve its age-old transportation of choice. Additionally, the surrounding wildlife and atmosphere would benefit from the reduction of cars on the road and new drivers to the area. London’s police would no longer have to conduct wild-goose chases to make sure Uber is compliant with Transport for London’s regulations. Overall, it would be a benefit to the local London community. This would imply that Transport for London has London’s best interests at heart. Like with all decisions, there are costs associated with making said decisions. Uber moving out of London would be bad for Uber as a company, its employees, its investors, gasoline companies, and car sales and associated stakeholders. Most of these stakeholders are not from London, nor are residents in the UK. However, they are having a large negative impact on London as a whole, compared to the benefits they bring. This is our recommended solution. Recommendation & Cost of Implementation: As chair of Transport for London, I, Sadiq Khan, believe that the most ethical and overall best way to proceed with Uber in London is to recommend that they remain ineligible to renew their license and that no change be made to their status. With their current disregard for minimum wage and basic benefit packages for their employees, they violate London’s idea of operating under business practices deemed, ‘fine and proper’. By doing so I believe that we will be upholding the quality that Londoners have come to expect out of everyday businesses while also doing what we at TFL believe is best for our historic city. This will, in turn, mitigate possible blowback by the community for allowing Uber to continue operations that financially damage London’s public transportation and Black Cabs. There is a multitude of costs associated with this option, many of which must be estimated due to Uber’s financial records being strictly private between the company and perhaps investors (non-public corporation). As a company, which has over 40 thousand employees in London (as stated prior), it is fairly obvious that many people who work full time as ‘ride share’ drivers will be negatively affected by this decision. Since Uber has been deemed a taxi service in early November and thus must pay minimum wage ( £9.15 an hour) to employees in the United Kingdom, there is a possibility of a people losing upwards of  £380,640,000 (Assuming only half of all drivers in London are full time) each year and more, should they apply for unemployment due to the decision. This is, of course, an estimate and not a real working number of pounds lost by employees but while an estimate, it is not a figure that we at TFL take lightly. Since keeping this decision would essentially be changing nothing in terms of a recommendation, financial costs by the city of London, and Transport for London would be minimal to non-existent. That being said some businesses would suffer somewhat, such as car companies and automobile dealers in our city who have deals with Uber to rent and sell cars for the sole purpose of being used by the Company’s drivers. To add, there could be a small loss in terms of sales by gas stations, though it would possibly be partially offset by the increased use of Black Cabs and personal vehicles by the general public. Finally, a cost in terms of tax lost by Uber’s exile from operating in London would go unnoticed except for in the case of employee’s taxes, seeing as the company does not pay a large amount in taxes. In 2015, Uber’s London division only paid  £411,000 in taxes while making over  £23 Million (Bowers 2016). It’s safe to say a city such as ours, will not miss what little Uber had to offer both London and its people.  Ã‚   Overall the costs of implementing a solution that is already in effect register no change in current costs. Since finding Uber to be an unethical business dealing in unfair and otherwise unregulated business practices since this decision, we know that the Company is not one that we as a city can stand. References: Smith, Rebecca. â€Å"TFL Boss Plans Fresh Talks With Uber’s Chief Executive Officer Over Loss of London License† City AM (November 6, 2017) Rao, Prashant. â€Å"Uber Hit With New Blow in London as Panel says Drivers Aren’t Self-Employed† The New York Times (November 10, 2017) Cummins, Chip. Uber Is Losing Its Car-Hire License in London. What Happened? The Wall Street Journal (2017). . Bowers, Simon. â€Å"Uber’s Main UK Business Paid Only  £411,000 in Tax Last Year† The Guardian  (October 10, 2016)

Free Canterbury Tales Essays: The Knight and the Wife of Bath :: Wife of Bath Essays

The Character of the Knight of the Wife of Bath  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The knight from the "Wife of Bath's Tale" is not a very likable personality. His actions suggest he is just an abstract character, a receiver of the actions, who is used to give the tale's plot a meaning. Neither he nor other characters in the story are even mentioned by name. However, the traits of his character are very real and do exist in the real world. Brought together, they create an un-exciting personality of a man without a purpose in life. The knight is not very smart; he does not think about the consequences of his actions. Raping the girl is one example. In this act, he is guided only by his desires, without considering how right they are. But he doesn't think about the punishment either. The knight lives only for the present moment. Another example is the rash promise that he gives to the old hag. He agrees to do anything she wants in return for hearing the answer he is looking for. True, if he doesn't get an answer, he will lose his life. However, he doesn't think about the possibility that what the hag will want may turn out to be even worse, considering the fact that honor and personal integrity were valued more than life in those times. A thoughtful person, such as Sir Gawain from Morte Darthur, would have inquired more about the woman's wish, before making such an agreement. The knight is also an ungrateful person. The hag saves him from a certain death and then requests that he marry her. In light of the events, the knight should be grateful to escape death, but instead he views the marriage to his savior as another form of the same punishment. He agrees only because he is bound by the promise, and the chivalric code forces him to keep it. In addition, the knight's thoughts are easily influenced by other people. Apparently, he recognizes the fact that he is often wrong and listens to the opinions of others. But he adopts those opinions without thinking them through for himself. This happens when the old hag says she knows what women most want; the knight doesn't question that knowledge. However, by the time he meets the hag, he has listened to many other women who weren't very consistent in their suggestions.