America s Mental Health System - 1468 Words

Take a moment and think about those your care deeply for, those you would give your life for. Now, imagine if he or she were sick, or in any other kind of trouble. What would you do to help them? Go to the edge of the world and back, fight, not stopping for yourself until they were in good health once more. Now imagine if you found a potential cure, or a solution, but it was held away because a few people who had more money than you did not want it to be used. You have seen and heard of this proponent being used in other countries and has had very promising results, yet still those who claim they have â€Å"power† over you deny what you seek. The fact of the matter is thousands of Americans suffer from some kind of mental illness, including my brother. Whether it be chronic anxiety, post traumatic stress disorder, depression, bi-polar, schizophrenia, addiction, the list can go on. America has a botched mental health system, the main way we treat people is by shoving pills down their throats, most that have little to no substantial effects, leaving people still feeling empty. The pills rather just â€Å"control† or alleviate symptoms rather than eradicating them completely, leaving people to have to take dose after dose daily to keep their lives in check. This is a serious problem, for that many have or know some one who is suffering from mental illness, and continue to see them suffer or believe they are just faking it. People, including my brother, shouldn’t just get by with theirShow MoreRelatedThe Mental Health Care System1414 Words   |  6 PagesThe Mental Health Care system is really important to our society. What might happen if the workforce in the Mental Health System didn t meet the qualifications to support the mentally ill? It means thousands of people with mental health problems are at risk of not getting the urgent care in emergencies because of a lack in staff and supplies. For the most part America has a better control on t heir Mental Health Care System, but it is a whole different story in the United Kingdom. One thousand peopleRead MoreMental Health America Essay example1098 Words   |  5 PagesMental Health America HSC 310 David Olsen January 24,2011 Mental Health America Mental Health America (formerly known as the National Mental Health Association) is the country’s leading nonprofit dedicated to helping all people live mentally healthier lives. With more than 320 affiliate nationwide, we represent a growing movement of Americans who promote mental wellness for the health and well being of the nation, every day, and in a time of crisis (2007 Mental Health America). As anRead MoreEssay on Speech: History of Mental Illness991 Words   |  4 PagesSpeech: History of Mental Illness Specific Purpose: To inform my audience how treatment of mental illness in America has changed. Central Idea: Treatment of mental illness in America from past, to present. INTRODUCTION I What is Mental Illness? Mental illnesses are disorders of the brain that disrupt a persons thinking, feeling, moods, and ability to relate to others-and if severe interferes with all aspects of daily living. Read MoreIntroduction. Mental Illness Today Is A Social Crisis That1650 Words   |  7 PagesIntroduction Mental illness today is a social crisis that began with the onset of deinstitutionalization leading to a massive increase within our prison population. People with mental illnesses often cycle repeatedly through courtrooms, jails, and prisons that are ill-equipped to address their needs and, in particular, to provide adequate treatment. There are also many other factors in prisons that have negative effects on mental health such as overcrowding, violence, solitude, lack of privacyRead MoreCommunity Mental Health Movement Of The United States1210 Words   |  5 PagesCommunity Mental Health Movement For many years, people who suffered with mental illness were more often than not institutionalized and severely mistreated. The history of the Mental Health movement begins in 1909. The history of advocacy began with Clifford W. Beers. Beers, himself an ex-psychiatric patient who, after his release, crusaded to bring mental health and mental illness to the attention of his fellow citizens (Pols). In 1908, Beers published his autobiography, A Mind That Found ItselfRead MoreThe Community Mental Health Centers Act Of 1963 Closed State Psychiatric Hospitals1191 Words   |  5 PagesMany years ago, mental illness was viewed as a demonic possession or a religious punishment. In the 18th century, the attitudes towards mental illness were negative and persistent. This negativity leads to the stigmatization and confinement of those who were mentally ill. The mentally ill were sent to mental hospitals that were unhealthy and dangerous. A push in the mid 1950s for deinstitutionalization began because of activists lobbying for change. Dorothea Dix was one of these activists that helpedRead MoreThe Psychology Of The Human Nervous System870 Words   |  4 Pagesabout what America will be like in the next few decades. The field of neuroscience and the issue over mental health are two important issues that are affected by changes in the future. New technological advances is a significant change that will affect this two issues in the future. This change will have an affect on my career of criminal profiling in many ways. The field of neuroscience has had many advances over the years. Neuroscience is the study of the human nervous system. Systems neuroscienceRead MoreThe Social Problem Of Children1632 Words   |  7 PagesThe Social Problem Young children experience mental health challenges that impact early learning, social interactions, and the overall well being of their families. It is estimated that between 9% and 14% of children from birth to 5 years of age experience social and emotional problems. These problems negatively impact and affect their functioning and development (Brauner, 2006). Children diagnosed with mental and behavioral health disorders are receiving too few therapeutic services. ThereforeRead MoreThe Death Penalty And Mental Illness1594 Words   |  7 PagesThe Death Penalty and Mental Illness Receiving the death penalty is the worst and final penalty that the United States Justice System can administer, especially for those who are mentally ill. Many Americans are questioning the morality of executing mentally ill convicts, as well as the validity of the death penalty itself. These are the questions Americans should be asking, or at least putting some thought into. One might be surprised at how much knowledge one has about the death penalty and veryRead MoreThe Role Of Systemic Factors On The Mental Health And Education System1565 Words   |  7 Pagescolor. It was not their fault it was the fault of the system. There were people who made up false ideas about minorities. Those things were then passed a long to those who were in school to become teachers, counselors, and even the community. Because of this there was a divide in the mental health and education system between minorities and whites. In this paper I will discuss what role systemic factors play in the mental health and education system. I will also provide some examples of problems and

Compare and Contrast Essay - 732 Words

Brent Staples of â€Å"Just Walk On By†, Judith Ortiz Cofer of â€Å"The Myth of the Latin Woman†, and Alice Walker of â€Å"Beauty: When the Other Dancer is the Self† had discovered their personal/cultural knowledge and identity through their experiences. They might have different experiences in different situation or incident it has the same concept. Brent Staples and Judith Cofer had similarly uncovered how they are being alienated especially in their foreign place. They both had experienced to be mistaken as somebody else. Brent Staples was once mistaken for a burglar in a magazine company and a mugger in a jewelry store. Cofer was also mistaken as a waitress by an old woman while she was holding her notebook which an old woman thought a menu†¦show more content†¦Walker discovered her personal identity when she got into an accident that left a scar not only in her physical but into her life, she was insisted on a fight, and she even lost her self confidence and same as Cofer’s she faced discrimination and was disrespected. It was stressed in Walker’s, â€Å"after months, of torture at the school, my parents decide to send me back to our old community, to my old school.†(444) and also when she said that she beat a child at her old school who continually calls her †one-eyed bitch† (445). On the other hand, Walker’s discovery differs from Staples’ because she was not feared nor misjudged. The epiphanies the three writers experienced, led them into their discovery of their personal knowledge and identity. The difficulties of personal knowledge/identity reflects on a person’s illiteracy. The time they were hardly surviving from people’s prejudice was the time they do not have idea how people see them outside of their island, county and how people judge them by their physical appearance. As a result of not knowing that information, they were not aware of how they will dress or act in public to avoid harsh judgments of people. Also in Walker’s difficulties she was not aware that to let her brother influence her will put her identity into a risk. As a reward of the knowledge about personal identity, Walker learned to to believe on her self, and gained her self-confidence again and that’s when she startedShow MoreRelatedCompare and Contrast1441 Words   |  6 PagesThe Compare/ Contrast Essay First, let’s explain compare and contrast: When we compare, we show our readers a subjects similarities. When we contrast, we show our readers a subjects differences. Compare and Contrast essays are learning-process essays. You learn about your subject as you gather and organize information. This type of essay takes a bit of organization, and its this organizational process, this gathering of facts, that helps you learn as you go. You will create lists of qualitiesRead MoreCompare and Contrast1427 Words   |  6 PagesThe Compare/ Contrast Essay First, let’s explain compare and contrast: When we compare, we show our readers a subjects similarities. When we contrast, we show our readers a subjects differences. Compare and Contrast essays are learning-process essays. You learn about your subject as you gather and organize information. This type of essay takes a bit of organization, and its this organizational process, this gathering of facts, that helps you learn as you go. You will create listsRead MoreCompare and Contrast1582 Words   |  7 PagesRunning Head: COMPARE AND CONTRAST Compare and Contrast Self Administered Test Mary Coleman May 12, 2008 PSYU 565 Jeffrey A. Stone, PhD. Chapman University Compare and Contrast Self Administered Test The assignment for this week is to compare and contrast the results from three self administered tests we took in class. The tests I will compare and contrast are the 16 Personality Factors (16PF), the Myers Briggs Type Indicator (MBTI), and the Taylor-Johnson Temperament Analysis (T-JTA)Read Morecompare contrast1165 Words   |  5 Pageshe is more interested in men which leads readers to believe he has homosexual tendencies. After this Emily decides to kill Homer and thus resulting in her keeping his lifeless body in the room upstairs until the day she herself passes. When you compare the two stories they have a very similar tone. Though the locations are different they still connect through the same tone. Phoenix Jackson is on a trail walking to town to buy some medicine for her Grandson, while Miss Emily is locked up in her houseRead MoreCompare-Contrast1087 Words   |  5 PagesCompare-Contrast This paper is on compare-contrast of two advertisements dealing with two beauty products. One will be targeted towards men, while the other will be targeted towards women. The two beauty products advertisements that will be compared and contrast are the Axe Body Spray advertisement (18-19) and the Victoria’s Secret fragrance mist advertisement (Bath and Body Works). Both advertisements use different marketing promotions technique to try to get the attention and win over theirRead MoreCompare Contrast1072 Words   |  5 PagesCompare and Contrast Christopher Smith University of Phoenix COM-170 COMPOSITION AND COMMUNICATION I January 14, 2014 Regina Vega Compare and Contrast Growing up, there are countless young boys, who have the dream of someday being a professional football or baseball player. Going outside and letting the imagination of being on the big stage and making the final pitch to win the World Series or the final Hail Mary throw to win the SuperRead MoreCompare and Contrast1122 Words   |  5 PagesCompare and Contrast Essay In today’s society the majority of the crimes are still being committed by people who have possessed a firearm that has been obtained illegally or without proper permits. That being said there has been a strong push for gun control because of the rise of shootings involving a large group of people such as the Columbine massacre, Virginia Tech shooting and latest Aurora movie theater shooting involving people who have purchased firearms legally. Gun control laws in theRead MoreCompare and Contrast778 Words   |  4 PagesCompare and contrast the way Seamus Heaney and at least one other poet describe their childhood experiences. The two poets I am writing about are Seamus Heaney and D H Laurence. The two poems by Seamus Heaney I will be writing about are death of a naturalist and blackberry picking. The poem by D H Laurence I will be writing about is discord in childhood. Death of a naturalist Death of a naturalist is about Seamus Heaney as a child going to this pond where every year he went to collect frogspawnRead MoreCompare and Contrast2738 Words   |  11 PagesCompare and Contrast Economic Market Systems In differentiating between market structures one has to compare and contrast public goods, private goods, common resources, and natural monopolies. All of these are major factors that need to be considered. Public goods are those goods in which all of society benefit from and are equally shared among everyone within. These types of goods can be consumed simultaneously by several individuals without diminishing the value of consumption to any individualRead MoreCompare and Contrast2751 Words   |  12 PagesCompare and Contrast Economic Market Systems In differentiating between market structures one has to compare and contrast public goods, private goods, common resources, and natural monopolies. All of these are major factors that need to be considered. Public goods are those goods in which all of society benefit from and are equally shared among everyone within. These types of goods can be consumed simultaneously by several individuals without diminishing the value of consumption to any individual

Macro & Micro Environment of HOTS Hotel-Free-Samples for Students

Question: Analyze the Macro and Micro Environment of HOTS Hotel. Answer: Introduction Strategic management can be defined as the process of formulating and implementing of the chief initiatives and goals of an organizations top management. This process involves consideration of resources along with detailed analysis of external and internal environments, in which the particular organization competes (Hitt, Ireland Hoskisson, 2012). In this report, detailed analysis of the micro and macro environments of the HOTS hotel have been performed along with the developing strategic direction for the organization (Avilova, Ermakov Gozalova, 2014). While for analyzing the Macro environment of the company, PESTLE analysis is performed, SWOT and Porters five forces model have been used to understand and analyze the micro environment of the mentioned organization. Discussion Environmental analysis Environmental Analysis helps an organization to understand both internal and external condition that has direct impact on the prosperity of the organization. Once the management of the organization becomes aware of the external and internal factors that are affecting the growth of the business, the managers can successfully design long term business plan to cope up with the weaknesses and availing the opportunities of the company (Grant, 2016). Analysis of HOTS Hotel Micro environment Micro environmental analysis includes analysis of the external factors that has direct impact on the sales of a specific organization (Eden Ackermann, 2013). These factors are beyond the organizations control. In order to analyze the Micro environment of HOTS hotel, Porters five forces model have been used. Porters five forces Model of HOTS Hotel Bargaining power of the Buyers Strength: Moderate Considering the fact that the number of hotels with modern facilities and well constructed structure are present in Brisbane, tourists have a great number of options to choose from. However, since HOTS Hotel is situated at the town centres and has a minimum distance from the shopping centers, these two factors add competitive advantage for the mentioned hotel in Australia since tourists prefer hotels that are nearer to the shopping centers. Bargaining power of the suppliers Strength: High As mentioned earlier, a good number of hotels are present in Brisbane (Vecchiato, 2012). As a result, the suppliers of goods and services of the HOTS hotel have a number of options to provide their services. This means, if sufficient wages and value for the products supplied or services given is not provided by the mentioned hotel, suppliers have the option to shift. Threat of new entrance Strength: Low Due to the high barriers of entering the hotel industry in Australia along with the complex entry laws and legislation implemented by the government, the threat of new entrance for the HOTS hotel is low. Apart from that, the amount of money needed to establish a successful business in the hotel industry is another reason behind the less amount of entry in this industry (Hill, Jones Schilling, 2014). Threat from substitute Strength: Moderate Considering the fact those services provided by the hotel industries in Brisbane are highly similar, every hotel management including the management of HOTS hotel is trying to introduce innovative leisure services to attract consumers. Threat from existing competitors Strength: High Considering the fact that there exist a good number of hotels in Brisbane, high competition exists between them (Wheelen et al., 2017). Since tourists seek for the best experience for the best price, the tendency of the hotels in Brisbane is to reduce the price to gain competitive advantages. Analysis of HOTS Hotel Macro environment A macro environmental analysis includes analysis of the whole economy of a country rather than analyzing a particular sector. In order to conduct macro environmental analysis of the HOTS Hotel, PESTLE analysis has been performed (Tanwar, 2013). PEST Analysis Political Economic Social Technological Being a developed country, the government of Australia and hence, Brisbane is stable. This imposes a positive impact on the hospitality industry (Tansey, Spillane Meng, 2014). Since the economy of the town has developed due to the relocation of several business firms, the economic condition of Brisbane is favorable for establishment of hotel industry. Since the local people have commendable willingness and availability to work, the social condition of the town is also favorable for hospitality industry (Dunning, 2014). Since Brisbane is a developed town, the town is highly advanced in technology. Thus the hospitality industries in Brisbane can avail both offline and online facilities to enhance their quality of services to the consumers. SWOT Analysis Strengths Weaknesses Opportunities Threats Highly attractive location Number of facilities provided to the consumers are commendable Specious and highly comfortable rooms. Deterioration of revitalization plan Lack of training provided to the staffs HOTS hotel has the opportunity to gain more market shares by understanding the needs of the consumers. The quality of the service given can be enhanced by incorporating new cuisines to the menu list. High turnover rates of the employees. Presence of high amount of competitors. Strategic Direction for HOTS Hotel From the above analysis the management of HOTS Hotel has derived several strategies to cope up with the competitive market. While the vision of the Company is to provide the consumers with a larger than life experience, the mission of HOTS hotel is to motivate and employees and other stakeholders by proving proper facilities and training. In order to achieve the goals and objectives of the hotel, Porters generic strategies have been implemented by the management. The mentioned strategy is comprised of cost leadership strategy, product differentiation strategy and focus strategy (Dudin et al., 2014). While the cost leadership strategy includes reduction of the costs while keeping the quality of the service high, the focus strategy includes providing the staffs with efficient training and focusing more on revitalization (Bharwani Mathews, 2012). The product differentiation strategy involves attracting the tourists by providing unique facilities like special offer packages, free welcom e drinks and gifts on the basis of lucky draw facilities. Conclusion From the above report it can be concluded that it is very crucial to understand the external and internal environment of HOTS Hotel in order to understand its shortcoming and opportunities. In order to overcome the issues that have been detected from the environmental analysis several strategies have been developed. It can be clearly understood that HOTS hotel needs to implement the strategies effectively in order to achieve its mission. The strategies will not only help the hotels to gain competitive advantage but will also ensure its prosperity in the future Reference List: Avilova, N. L., Ermakov, A. S., Gozalova, M. R. (2014). An analysis of the international customer attraction experience in the hospitality industry.World Applied Sciences Journal,30(MCTT), 84-86. Retrieved from: https://www.cabdirect.org/cabdirect/abstract/20143157200 Bharwani, S., Mathews, D. (2012). Risk identification and analysis in the hospitality industry: Practitioners' perspectives from India.Worldwide Hospitality and Tourism Themes,4(5), 410-427. Retrieved from: https://sci-hub.tw/https://www.emeraldinsight.com/doi/abs/10.1108/17554211211277851 Dudin, M., Lyasnikov, N., Veselovsky, M., Sekerin, V., Aleksakhina, V. (2014). The problem of forecasting and modelling of the innovative development of social-economic systems and structures, 304-508. Retrieved from: https://profil.ranepa.ru/docs/pubs/p915/54fed23575043.pdf Dunning, J. H. (2014).The Globalization of Business (Routledge Revivals): The Challenge of the 1990s. Routledge, 402-490. Retrieved from: https://books.google.co.in/books?hl=enlr=id=8DpWBQAAQBAJoi=fndpg=PP1dq=Dunning,+J.+H.+(2014).+The+Globalization+of+Business+(Routledge+Revivals):+The+Challenge+of+the+1990s.+Routledge,+402-490ots=GNMR-nVikhsig=JGofOkVI6W8YpM7pYQJ2xVYJUf4#v=onepageqf=false Eden, C., Ackermann, F. (2013).Making strategy: The journey of strategic management. Sage, 235-240. Retrieved from: https://books.google.co.in/books?hl=enlr=id=UnYWfXigU4UCoi=fndpg=PP1dq=Eden,+C.,+%26+Ackermann,+F.+(2013).+Making+strategy:+The+journey+of+strategic+management.+Sage,+235-240.ots=FDwe6CAXVvsig=wA9kam2YAqeoyK3rI2Kp5t8Xkjs#v=onepageqf=false Grant, R. M. (2016).Contemporary strategy analysis: Text and cases edition. John Wiley Sons, 467-300. Retrieved from: https://books.google.co.in/books?hl=enlr=id=DTDvCQAAQBAJoi=fndpg=PP15dq=Grant,+R.+M.+(2016).+Contemporary+strategy+analysis:+Text+and+cases+edition.+John+Wiley+%26+Sons,+467-300ots=emJQeHi0ZFsig=JQQD-kbo6evzO7qNQw84wvELxTg#v=onepageqf=false Hill, C. W., Jones, G. R., Schilling, M. A. (2014).Strategic management: theory: an integrated approach. Cengage Learning, 654-666. Retrieved from: https://books.google.co.in/books?hl=enlr=id=Qy8aCgAAQBAJoi=fndpg=PP1dq=Hill,+C.+W.,+Jones,+G.+R.,+%26+Schilling,+M.+A.+(2014).+Strategic+management:+theory:+an+integrated+approach.+Cengage+Learning,+654-666ots=o9kLVlPQvtsig=Ca9YFbCAtGELvSEW4Em-CalS2gA#v=onepageqf=false Hitt, M. A., Ireland, R. D., Hoskisson, R. E. (2012).Strategic management cases: competitiveness and globalization. Cengage Learning, 123-234 Retrieved from: https://books.google.co.in/books?hl=enlr=id=qaIKAAAAQBAJoi=fndpg=PR2dq=Hitt,+M.+A.,+Ireland,+R.+D.,+%26+Hoskisson,+R.+E.+(2012).+Strategic+management+cases:+competitiveness+and+globalization.+Cengage+Learning,+123-234ots=Emokvn6GBssig=P14A_Y5nE8nNuapO_8cTYvxiLys#v=onepageqf=false Tansey, P., Spillane, J. P., Meng, X. (2014). Linking response strategies adopted by construction firms during the 2007 economic recession to Porters generic strategies.Construction management and economics,32(7-8), 705-724. Retrieved from: https://sci-hub.tw/https://www.tandfonline.com/doi/abs/10.1080/01446193.2014.933856 Tanwar, R. (2013). Porters generic competitive strategies.Journal of business and management,15(1), 11-17, doi( Nov. Dec. 2013) Vecchiato, R. (2012). Environmental uncertainty, foresight and strategic decision making: An integrated study.Technological Forecasting and Social Change,79(3), 436-447. Retrived from: https://www.hajarian.com/amaliati/1-s2.0-S0040162511001466-main.pdf Wheelen, T. L., Hunger, J. D., Hoffman, A. N., Bamford, C. E. (2017).Strategic management and business policy. Pearson, 234-256 Retrieved from: https://testbank24.com/pdf/Solutions-Manual-Strategic-Management-and-Business-Policy-Globalization-Innovation-and-Sustainability-14th-Edition-Wheelen.pd

Social and Political Issues

Introduction This paper discusses a number of social and political issues. First, it discusses about the actual rulers of the United States of America. Second, it discusses about problems affecting the family and how the society can help solve those problems. Lastly, the paper examines the relevance of religion in a culture.Advertising We will write a custom critical writing sample on Social and Political Issues specifically for you for only $16.05 $11/page Learn More Ruler of the United States of America The politics of 12st century in the United States of America is quite different. This is because it no longer centers on leadership but on the pursuit of private interests. The rulers of the United States of America are the multibillion dollar corporations and the wealthy individuals. The wealthy Americans who own means of production have very significant influence in the United States of America. It is important to point out that the corporations and t he wealthy individuals have business interests both locally and internationally. Due to this, their primary interest is to protect their local and international investments. This can only be done effectively when they have significant say on the way United States is being ruled. The corporations and the wealthy have powerful influence on both domestic and foreign policies, especially those with economic implications. The men and women in the United States’ political scene are both owners of businesses and investments. They are also representatives of major corporations with significant influence on national and foreign policies. Vividly, these corporations and wealthy Americans are the ones controlling the nation’s economy; they are to be found in the real estate industry, agricultural and financial industries. These are key industries in the development of the nations. Therefore, they will do everything possible to ensure they influence the way policies are formulated and implemented both domestically and internationally. Besides, the wealthy, corporate organizations and the military personnel also have significant control over the nation’s rule. The military has been used by the corporations and the wealthy individuals to protect the interests of the nation, which are actually the interests of the corporations and the wealthy. The military is therefore rewarded by being allowed to have some influence on the rule of the United States, especially when it comes to implementation of foreign policies with respect to national and international security.Advertising Looking for critical writing on political sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More What the society should be doing to help the family One of the major problems facing the families today is that of divorce. Divorce in the American society is rising at an alarming rate. The consequence of this has been the broken families. Many children are being brought up in dysfunctional families; this is quite detrimental to the society at large since families are the primary units of the entire society. Moreover, with the growing information technology, information has become so easy to obtain that the contents of information are not being appropriately regulated to ensure only target recipients are reached. This has led to the problem of pornography in families. Children can now access pornographic materials. This has contributed to moral and ethical decadence not only within the family, but also within the society at large. The federal government should take an initiative to reduce the rate of divorce. This should be made a national goal and every citizen be sensitized on the importance of maintaining marital sanity within the family units. The non-governmental organizations, in collaboration with the government, should also play an important role in finding out the real courses of divorce and hence recommend and e ncourage the citizens on the dangers of divorce on individual selves and the children. Besides, even though there is freedom of worship within the entire American society, it is important that Christians and Muslims take a lead in teaching the public on the importance of having a unity family where children grow up with both parents, unless either of them dies. The marriage principles of both religious groups promote a harmonious family environment. In relation to pornography, both the federal government and the parents should be obliged to ensure children and underage individuals do not access pornographic materials. The government should play the part of coming up with legislations prohibiting use of pornographic materials in public places. The legislations should also restrict the availability of pornographic materials in certain websites. Parents’ role is to openly talk to their children about the dangers of accessing the pornographic materials and the moral implications such materials have on them.Advertising We will write a custom critical writing sample on Social and Political Issues specifically for you for only $16.05 $11/page Learn More Relevance of religion to a culture Religion is good for a culture. At individual level, everyone has some spiritual need that needs to be satisfied. In this case, it is important for the social cultures to tolerate religion irrespective of the kind of religion one subscribes to. Moreover, religion has played a major role in creating harmony in the society. For instance, the Christian belief on forgiveness and good neighborliness has served to promote good morals amongst the members of many cultures. In other words, religion creates a sense of togetherness and belonging amongst a group of individual subscribing to particular religious beliefs. The fact is that culture defines what a society is, but it does not tell where life originates from. This is where religion comes in to bridg e the gap. Culture may explain what kind of society there is; however, religion plays a major role in helping the societal members to reflect on the beginning of life and existence. Conclusion The big corporations, the wealthy and also the military are the ones ruling the United States of America. Also, families have problems related to divorce and pornography. The government and parents should be concerned. Religion also is important to cultures for various reasons. This critical writing on Social and Political Issues was written and submitted by user Jaxon E. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Analyse Nutella free essay sample

Southerners along with wealthy/successful individuals and elders (targeted for Original Nutella chocolate hazelnut) By implementing our marketing plan, we hope to achieve several goals and objectives within 3 years: ? Improve brand awareness ? Become leading general spread and breakfast in the U. S. ? Achieve greater market share by 35% increase in profits. We will use a differentiated strategy to position ourselves as the leader in the breakfast market by emphasizing out uniqueness, as well as our excellent quality through our taste, and through the positive image and high prestige of our company name. Moreover, we will focus our marketing efforts on shelving Nutella in an eye-catching spot in supermarkets, as well as advertisements on the radio, television, newspapers, and magazine. Also, our sale promotion will include samples and coupons. 1. Situation Analysis 1. 1 Macro environment Situation Nutella 3 Economic ConditionsIn times of economic recession, people are less willing to spend money on shopping goods like chocolate spreads. We will write a custom essay sample on Analyse Nutella or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Nevertheless, Americans are always looking for a â€Å"good deal. That’s why; we will price Nutella and its extensions at the most economical value and price for consumers as possible. TechnologicalModern technology can help in production of Nutella by making it more efficient and effective. As a result, Nutella can be price lower to serve the target market. Social and CulturalIn today’s society in the U. S. , life in general is very fast passed. Thus, people are looking for more convenient products. In addition, there is a growing concern and awareness about a healthy diet. According to a survey taken by 100 people who were told about Nutella and asked if they would try it and the overwhelming majority that said that they would not try Nutella said that it is because chocolate is an unhealthy and bad way to start your day with (please refer to the survey in the appendix). Nevertheless, we will emphasize that Nutella is in fact nutritious and contains vitamins and minerals from several ingredients like skim milk. DemographicsAs â€Å"baby boomers† are reaching senior status, many of them are living longer and spending lots of money on luxury items, entertainment, and travel. Therefore, we can take advantage of this growing trend, especially with Original Nutella chocolate hazelnut, to market our product, and encourage sales. 1. 2 Market Situation The producer of Nutella is the Ferreo Company, which is a private company in Italy. The group is headed by Ferrero International from Luxembourg, â€Å"has sped up its propensity for advertising investments and structure. For the second consecutive year since the beginning of the 1960’s, Ferrero has suffered a slowing down† (www. dowjones. com). Using the Boston Consulting Group (BCG) approach, Nutella is more like a â€Å"question mark† right now, that is trying to become a â€Å"star. † Ian another words, Nutella has a somewhat Nutella 4 high market growth rate with a slightly high market share. A question mark is basically defined as â€Å"a company with low-share business units in high growth markets. † Besides, they â€Å"require a lot of cash to hold their share† (Principals of Marketing: 54). The red circle below denotes approximately where Nutella is currently and the Blue arrow denotes where Nutella want to go. Market Growth Rate Star Question mark High Cash cow Dog Low High Low Relative Market Share Using the General Electric strategic business-planning grid we can show that Nutella has a high-Medium industry attractiveness and a strong business strength. In the chart below Nutella is denoted by the black circle. This suggests that Nutella should invest and as a result it will grow. The GE approach considers â€Å"[the industry attractiveness index, [determined by] market size and growth, industry profit margin, amount of competition, demand, and industry cost structure (Principals of Marketing: 55). Business Strength Strong Average Weak Nutella 5 High Industry attractiveness Medium Low Invest and Grow Maintain Investment Harvest or Divest Nutella 6 1. 3 Competitive Situation Key competitors for Nutella and its product extensions are listed below: TWIST: is a â€Å"real Dutch chocolate† it is banana flavored milk chocolate spread imported from Holland. It is manufactured by De Boer food Importers, Inc. ? We don’t believe that Twist will have a significant impact on our company, because Nutella and peanut butter swirl’s such high quality taste, nutrition, and natural ingredients. In addition, they do not have high arket share or sales in the U. S. or world market. Strengths ? ? ? ? ? Low price ($1. 99) Weaknesses Low company name and brand awareness Artificial flavoring Not as nutritious as Nutella Not advertised much MILKY WAY: is a chocolate flavored spread imported from Poland by master foods Polsa. ? Milky way is not very well known by the world or U. S. market. Also the company; Kozuszki Parcel is not well known. In addition, the product is not selling well and has very little awareness and market share. Strengths ? ? ? ? ? Slightly bigger jar than Nutella’s Weaknesses Low company name and brand awareness Artificial flavored chocolate Not advertised much On average priced . 60 cents higher than Nutella. JIF: is a peanut butter. ? Originally a product of Crisco and Proctor and Gamble, now is part of the Smucker Company. Jif is the top selling peanut butter in the U. S. with significant market share and sales. Nutella 7 Strengths: ? ? ? ? ? ? ? All American breakfast Well known brand name and awareness Lot’s of advertisement Priced on average two dollars less than Nutella Weaknesses: Not unique Not as healthy as Nutella Not very versatile ? Nutri-grain bars might have a potential impact on the sale of Nutella bars. Not only is Nutri-grain one of the top selling breakfast bars in the U. S it is very well known, and might pose a potential threat to Nutella bars. It is also manufactured by Kelloggs, one of the top breakfast companies in the U. S. STREANGHTS ? ? ? ? Well known brand and in U. S. market Very healthy, specially for breakfast NUTRI-GRAIN: are cereal bars with whole grain oats, wheat, and fruit. WEAKNESSES In general does not taste as good as chocolate or Nutella Not unique 1. 4 Target Buyer or End User Situation Our target buyers will include, children between the ages of 4 and 13 and their parents, college students, and southerners and wealthy or successful Americans and elders. As Nutella 8 discussed in detail in the market segments and target analysis these groups will be target further buy their: ? ? ? Demographics Psychographics Lifestyles In addition their wants, needs, attitudes, and perceptions are define in detail in the market segments and target analysis in section five of this marketing plan. It is important to point out that many of our target consumer markets are growing in the U. S. Children between the ages of 4 and 13 make up over 6. 5 million of the U. S. population (www. census. gov). In addition, seniors are growing because of longer life span to a whopping 26 million of the U. S. population (www. census. gov). Nutella 9 1. 5 Product Situation So, how is Nutella doing presently? SALES Gross profit: 1,200,000 Net profit: 610,000 PROFITS Decline in profits from 1997 to 1998, from 1,346,189 to 1,392,000 TURNOVER RATE: 3. 3 percent Distribution trends and development Nutella is available on-line at www. nutellausa. com and www. yahoo. com amongst others. In addition, Nutellas web cite offers a store locator for U. S. consumers. Evidently Nutella is available at all major supermarkets nation wide. From our research, we discovered that Nutella is available in all major supermarkets in southern California and other major cities around the U. S. including: Food-for-less, Alberson’s, Vons, Ralphs, and Pavilions. Marketing spending history In recent years, Nutella has been getting increasing promotions. For example, currently, Kobe Bryant of the Los Angeles Lakers is featured on the Nutella jar with his favorite recipe. In addition, there is a contest to win season tickets to Lakers games. Moreover, in 1998 the â€Å"Got milk? † campaign gave away goodie bags containing of sample size products and inserts from various products including Nutella (www. dowjones. com/ptg. djnr). After the program, a research was conducted that revealed that Nutella â€Å"showed a 75 percent increase in product sale in participating stores during the sampling event, as well as a sustained 25 percent increase the month following the promotion† (www. dowjones. com/ptg. djnr). 1. 6 Distribution Situation DOMESTIC MARKET Risen by 2. percent Nutella 10 VOLUME Risen by 6. 7 percent GROWTH POTENTIAL ? Growth of sales volume is the result of growth of praline and snack divisions, as well as Estathe and Nutella products world wide, specifically in Europe (www. dowjones. com/story_clean). ? Great success of other Ferrero products in the U. S. yield a strong potential for growth of Ferrero company as a whole, as well as Nutella and its product extensions. ? So, Nutella bars and Nutella and peanut butter swirls have very strong potential to raising profits and market share for Ferrero in the U. S. Nutella 11 2. SWOT Analysis Summary 2. 1 Internal Analysis Summary 2. 2. 1. STRENGTHS ? Nutella has captured the European marketNutella is already the leading breakfast spread in Germany, and a popular after-school snack in France and Italy. Nutella is to Europeans what peanut butter is to Americansa tradition. Europeans love Nutella and have it with everything. It is widely available everywhere. However, Nutella has not been as popular in the US. ? Product is positioned as unique and of high-quality in taste and nutritionNutella is a very unique product in the U. S. and is of high quality. It has a one of the kind taste that is very delicious. There are not many chocolate hazelnut spreads from Europe available in the U. S. There are a few imitation brands, but Nutella is the original brand that has been available in the US for 15 years. Nutella is a high quality product with fine ingredients that offers nutrition as well as taste. ? Broad appeal to many market segmentsNutella appeals to a wide variety of people, not just specific segments. Most people like to have various spreads like: peanut butter, jam, chocolate, hazelnut, and banana, on their breads to add flavor. Nutella appeals to so many different segments ranging from children, to upper middle class mature adults. However, these different segments can be recognized and targeted differently because different groups react differently to different marketing mixes, promotions, and advertisements. Since Nutella appeals to so many people, they do not have to depend only on sales from a small market; there are many profitable opportunities. ? Variety of consumption methodsNutella can be eaten in a variety of ways on many different things- it can be eaten on bread, donuts, bagels, crackers, fruits, anything! There are several recipes that can be made from Nutella as well. It is a versatile spread put on anything that needs some Nutella 12 flavoring. It can be personalized to the way the consumer wants it. Therefore, the customer is more likely to be satisfied with the product. ? High company awareness from other popular brands (Tic Tac, Rocher)Many people already know about other brands that Ferrero makes like Tic Tacs, Kinder Surprise Eggs, and Rocher candy. Tic Tac is very popular in the US and advertised well on television. If Nutella is linked with Tic Tac somehow through price bundles or joint advertising, Nutella brand awareness can increase. Also, if one brand has a good name, it can have a good effect on another brand from that same company. 2. 2. 2. ? WEAKNESSES Low Nutella brand awareness in the USMany people do not even know what Nutella is in the US. Results from surveys taken at CSUN show that not many people are even aware of the product. The select few who have heard about it, do not really know much about it. If Nutella were better known more people would probably be willing to buy it. It should be advertised on Nutella 13 television and with coupons in supermarkets. Television ads would really increase awareness because there are so many Americans who watch television. ? Not advertised wellNutella has not been advertised well in the US. No advertisements of any type have been made besides the Kobe Bryant pictures on the jar. However, these Kobe Bryant ads don’t really help because people have to find Nutella first before they realize that Kobe Bryant is associated with it. There are a few ads in sports magazines, but this is only reaching a small portion of the US market. Nutella needs to be widely advertised with television commercials and in-store samples, promotions, and coupons. If Nutella is advertised better, sales will most likely increase because Americans will be more aware of the product. ? Higher price than peanut butter competitorsNutella is priced higher than its biggest competition in the US- peanut butter. Peanut butter is a long-standing tradition in the US, so Nutella should kept its price comparable to peanut butter. Many Americans will not pay more for Nutella over peanut butter unless they are convinced that Nutella is somehow better and of higher quality. If Nutella wants to keep their high price, they rally need to convince the American market that it is worth that price. Nutella must emphasize their uniqueness and high quality to the market. Buyers must become loyal to the Nutella brand, so that price does not matter because they must have the product. ? Not placed on shelf in eye-catching spotNutella is not really placed on the shelves in an eye-catching spot. It is placed right next to its biggest competition, peanut butter. This is not a good place for it to be shelved because most Americans would just buy peanut butter without even looking for Nutella. Also, Nutella is usually placed down low or in a spot not easy to find. If it paid stores to put it in a better spot, it would probably sell better. Maybe some coupons placed under it would attract buyers as well. Nutella 14 ? Americans perceive chocolate as being unhealthyFrom the CSUN poll, it was found that many people perceive Nutella as being unhealthy (please refer to Appendix for further data on survey). Since it contains cocoa, Americans think peanut butter is healthier. The thought of spreading chocolate on bread for breakfast every morning does not do much for many Americans. This is not a big part of their culture as it is in Europe. Nutella should advertise to the American market that their product is indeed healthy. The ingredients including skim milk and hazelnuts should be emphasized in the advertisements. 2. 2 2. 2. 1. ? External Analysis Summary OPPORTUNITIES Faster pace of life, less time to cookIt is currently the information age. The pace of life is much faster, especially in America compared to Europe. People have less time to cook in the morning, and want to make something that is quick. Nutella hazelnut spread solves this problem. All one has to do is spread it on bagels, bread, muffins, crackers, anything. It is fast and adds instant flavor to any breakfast. ? Internet usage has greatly increasedInternet usage keeps on increasing and computers are working their way into every aspect of business. Many companies sell products online in addition to their regular stores. This is a big opportunity for Nutella to increase awareness and advertising online. ? Americans watch many hours of TV per week- Nutella 15 When Americans watch television, they are exposed to many advertisements during commercial breaks. Most people find out about products from the ads they see on TV or hear on the radio. This is a big opportunity to advertise Nutella. If some television ads for Nutella are aired, the millions of TV viewers will see these ads and become aware of this product. ? American love of European trendsMany Americans love the European culture. European lifestyles and cultures are portrayed as cool in the media through magazines, TV shows, and European films. Nutella can be seen as a trendy European spread. Those who like Europe and all the things that go along with it should be targeted. Nutella 16 2. 2. 2. THREATS ? High competition from leading peanut butter brandsPeanut butter is a long-standing American tradition. Nutella can set itself apart from the competition with a more-for-more competitive advantage. This can be accomplished by emphasizing Nutella’s variety, quality, uniqueness, and personalization of spread on different foods ? Imitation chocolate spreadsNutella’s popularity has led to many imitation brands trying to outdo Nutella. Many of these brands, although imitations, are becoming threats. Some of these brands are doing well and are trying to get ahead of Nutella. Nutella must watch these competitors to make sure they don’t take over. ? Bad economic cycles / statesPeanut butter and spreads are generally shopping goods. Therefore, during times of economic downturn and recession people will not be as apt to buy peanut butter or special chocolate and hazelnut spreads. Instead, people will be concerned with first buying the necessities like water, fruits, meats, and soup. During economic downturns, advertising must be increased and reasons given as to why it is so important to buy this product. SUMMARY OF SWOT ANALYSIS INTERNAL EXTERNAL Strengths Opportunities S1: Nutella has captures European Market O1: Faster pace of life, less time to cook S2: Unique product with high quality in taste nutrition O2: Internet usage has greatly increased S3: Broad appeal to many market segments O3: Americans watch many hours of TV per week S4: Variety of consumption methods O4: Americans love of European trends S5: High company awareness Weaknesses Threats W1: Low Nutella brand awareness in U. S. T1: High competition from leading peanut butter brands W2: Not advertised well T2: Imitation chocolate spreads W3: Higher price than peanut butter competitors T3: Bad economic cycles / states W4: Not placed on shelf in eye-catching spot W5: Americans perception that chocolate is unhealthy Nutella 17 3. Issue Analysis 3. 1. Critical Success Factors Nutella has four main critical success factors: ? ? ? Establishing more brand awareness in the US with Nutella bars and Nutella and peanutbutter swirls Providing a high-quality product through its taste, and natural and nutritious ingredients Providing a product that is unique Proving a product that on versatile The combination of these three success factors will give Nutella a competitive advantage in the peanut butter and chocolate spread markets. Nutella must be positioned as it is- a highquality tasting and nutritious, unique product. Americans must be aware of Nutella and know that it is a special product that is worth paying a few extra dollars for. We want to emphasize Nutella as a product that is very unique with a taste unlike any other spread brands. Besides, many imitation brands do not even come close to the great blend of taste created by Nutella’s ingredients. Nutella is a unique product that has been around for many the early 1900’s. Thus, Nutella’s attributes will most likely increase sales and market share. Furthermore, Nutella can increase brand awareness in the U. S. with advertisements, and line and brand extensions. 3. 2 Alternatives To make its business even more successful, Nutella can choose from several strategies to implement. These include the following: Nutella 18 ? Market Development: Nutella must develop its American market. Although it has gained great popularity in Europe, many Americans still are not even aware of this product. A concentrated strategy can be used here to segment the American market into a few sub-segments that can be targeted individually. Different advertising themes can be used to appeal to different segments. ? Market Penetration: expand market share in current U. S. chocolate and peanut butter spread markets with radio and television ads, using Nutella promotions linked with other Ferrero brands, and gaining better shelf locations. ? Product Development: create two other types of Nutella line extensions: ? Nutella bars- for those with a busy lifestyle and who do not have much time to prepare meals ? Peanut butter-Nutella swirls and Nutella-peanut butter swirls- used as a transition product to gradually bring peanut butter users to try Nutella. ? First, Peanut butter-Nutella swirls (more peanut butter, less Nutella) will be marketed; then, Nutella-Peanut butter swirls. 3. 3 Evaluation of the Alternatives ? Concentrated market development: Segmenting the various groups of the American market with help Nutella focus its advertising on specific segments. This will have a more lasting impact and affect because the ads will relate more to the target groups. However, this will be more costly than mass marketing because it requires more time, research, and advertising money. Yet it may be worth the extra effort if it makes a more lasting impact on potential customers. Nutella 19 ? Penetrate: Creating and airing television and radio ads for Nutella will increase brand awareness to a great extent. Ads can be costly, but the increased awareness and sales will make up for it. Better, more noticeable helf locations and joint promotional efforts will also increase brand awareness and hopefully market share in turn. ? Product Line Extensions: Nutella bars will bring in an additional source of revenue and create awareness of the original Nutella spread. In addition, peanut butter-Nutella swirls and Nutella-peanut butter swirls will help the company gradually recruit new users from peanut butter spreads to chocolate spreads. The production of the se products is costly, but if awareness and profits increase as a result, and eventually these costs will be canceled out. 3. Recommendations In order to take advantage of the full potential of Nutella, we have decided to try four of the alternatives in the Unites States: Original Nutella chocolate-hazelnut spread, Peanut butter-Nutella swirls, Nutella-Peanut butter swirls, and Nutella bars. All of these three strategies will work well to: ? Increase market share ? Increase brand awareness ? Increase profits It should be noted that Peanut butter-Nutella swirls will be marketed first, then depending on interest and sale of product, we will introduce Nutella-peanut butter swirls about 4-6 Nutella 20 onths later, after which we will promote Original Nutella chocolate hazelnut to this segment (kids 4-13 year old and their parents) as well. Moreover, concentrated market development will increase brand awareness, which in turn can increase sales and market share. Penetration increases awa reness and Product development provides an additional way to gain extra revenue. Nutella 21 4. Marketing Goals and Objectives 4. 1 Nutella’s Mission Statement: Due to their great success in the European market, Ferrero is ready to introduce Nutella to all American people, from various backgrounds, ages, and lifestyles. At Fererro, our primary mission is to introduce Nutella to all people around the U. S. , as being a unique and of excellent quality in taste and ingredients. In addition, we want all Americans to gain confidence that Nutella- the original and most delicious chocolate hazelnut spread in the world- is the best choice for them. 4. 2 Market Definition Nutella- the original and supreme chocolate hazelnut spread in the world- will deliver taste, nutrition, versatility, and convieneince to the American breakfast tables. In addition, both the mission statement and the market definition for Nutella indicates Ferrero’s incentive to introduce itself to the U. S market as a unique product that will promise ultimate satisfaction and excellence to its buyers. 4. 3 Technological Changes Nutella 22 Since Nutella has been produced for many years in Italy where it was first originally made, Fererro the producer of Nutella has all the capabilities to meet the demand with the present facilities. However the fact that we are developing a new market, which is far from our origin, will change the way we’ll meet the demand in the U. S. Besides, the distance that exists between United State and Europe can cause a potential delay for distribution. Also the duration and time period that takes to manufacture the goods to the American market will most likely take a longer time period than needed. As a result, customers might not purchase Nutella products because it might not be available when wanted, which will hurt Nutella’s image and demand of potential customers. Hence, in order to prevent Nutella from these two possible threats, the following options will be concisely reviewed. Option one The first option is to build a factory in the U. S. Presently, Ferrero- the manufacturer of Nutella- produces some of its product in state of New Jersey. But still Nutella is shipped from Italy to Europe. Hence, if a factory is built, it can cut cost and help make the delivery Nutella faster. Although, the factory should be set up so it only meets 50 percent of expected future demand in the U. S. market. The reason for the limitation is to safeguard the investment of a new factory, so that incase of a loss or low demand, the damage won’t be so extreme. Option two The second option could be to improve our delivery as well as communication to our consumers. In order to achieve this alternative we need to improve our time efficiency cost to cost in the U. S. So, we will build a warehouse in five regions around the U. S. The Nutella 23 approximate location of each warehouse will in following cities: Los Angeles, Utah, Houston, Springfield, and New Jersey. Furthermore, a developed computer system will be connecting all of these warehouses to one another. This system will provide a place for inventory, and will serve as a warehouse for distributors and retailers. In addition, this system will be beneficial to distributors and retailers around the U. S. Moreover, this system will be beneficial to those distributors and retailers who have stores in different states, as it will help them receive shipments faster. To sum it up, this system will help us be more efficient and cost effective in distributing Nutella products. Nutella 24 4. 3 Financial Objectives Increase the overall sale by 35% within the first 12 months and 50 percent within the following two years. ? Ferrero will try to increase sale by 35 percent by 2003, and 50 percent by 2005. The first year increase in sales wont be affected by technological changes. ? Nutella’s annual sales has bee estimated to be 1. 2 million a year in U. S. market, which is relatively low compared to overall spreads in the U. S. Allocation of the required funds for our advertising campaign. ? Proctor and Gamble, the manufacturer of Jif Peanut butter spends several million on advertising for an establi shed name brand, which has accounted for its success. ? Accordingly, for Nutella, in order to create strong brand awareness, a similar size budget will be required. We estimate that we will spend approximately between 35-45 percent of our profits on advertising and promotions. Allocation for required funds for improving shipping and handling ? By comparing and contrasting the two options reviewed in section 4. 2, we conclude that the second option- which will help us achieve faster and effective delivery service- will help Nutella be distributed in a more efficient and cost effective way. ? This option will acquire, a great budget estimated to be about $1,368,000 annually for five warehouses. The chart below specifies the costs of 5 warehouses: Nutella 25 Estimated rent per 6000 square feet (Average 8000*12) Estimated direct labor cost [($1200 per month*4) *12] (Four required in each warehouse full time) Estimated administrative expenses (1600*12) Estimated utility Cost (700*12) Estimated Manager Salaries (2500*12) (One per warehouse) Estimated Office Secretary Salary [(15,00*12)*2] (2 per location) Estimated cost of lease truck [(15,000*12)*2] (Two per location) Miscellaneous Cost (800*12) Total Total for all five locations $ $ $ $ $ $ $ $ 96,000. 00 57,600. 00 19,200. 00 84,000. 00 30,000. 00 36,000. 00 16,800. 00 9,600. 00 $273,600 * 5) $ 273,600. 00 $ 1,368,000. 00 Nutella 26 5. Target Market and Positioning 5. 1 Market Segments and Target Analysis Breakfast market in the U. S. The breakfast market world wide consists generally of Jam, Marmalade, chocolate spread, lemon curd, sweet spreads (honey, syrup, and treacle), and peanut butter. To get the statistics for the U. S. market, we have multiplied each number by 50 per cent, since the U. S. generated 50 percent of sales in the world. Percentage up or down Jam Down 0. 05 % Marmalade Down 2% Chocolate Spread Up 5% Lemon Curd Down 1% Honey, Syrup, and Treacle Up 2. % Peanut butter Up 2. 5% Breakfast item Hence, it is evident from the table above that sale of chocolate spread is up by approximately 5% in the America. Accordingly this is an opportunity for Nutella: to become the leader and raise the sales of the Chocolate spread market. (www. dowjones. com/story_clean) Geographics, psychographics, and segmentation. Nutella 27 Target Market 4-13 year olds and their parents College students Income/class Middle-low class Generation Gen. X Echo Boomers NA Middle-low class Southern U. S. Wealthy/Successful Individuals And elders Middle-Upper class NA Benefits Quality Economic Pricing Convenience Convenience Speed Economic pricing Quality Uniqueness As shown in the table above the first target market, the 4-13 year olds and their parents, will generally be targeted toward middle and low class income families, generation X and echo boomers, and will offer benefits such as quality taste and ingredients, economic pricing, and convenience. Similarly, the college students will be targeted for behavioral variables such as convenience, speed, and economic pricing, as well as their income and lifestyle. Finally, the Southern U. S, and seniors along with middle and upper class individuals will be targeted because studies show that they are more likely to have breakfast (U. S. News World Report: 11/97). 5. 2 Target Market Extend the Nutella success to the U. S. Nutella 28 For the most part, Ferrero has captured the European market with Nutella hazelnut chocolate spread. Some of these countries include: Germany, France, and Italy. In general, Nutella has been marketed and has captured kids twelve and younger, as well as adults and teens. Like peanut butter is â€Å"America’s favorite,† Nutella is European’s choice. We propose a plan to expand the market segments from the European market to the United States market. Our goal is to make Nutella an all American Breakfast and convenient spread. Three market and three versions of Nutella Product line extension of Nutella will consist of: ? Original Nutella chocolate-hazelnut spread ? Peanut butter-Nutella swirls and Nutella-Peanut butter swirls ? Nutella bars Target market 4-13 year olds and parents College Students Nutella product Peanut butter-Nutella swirls Nutella-Peanut butter swirls Nutella bars Southerners and elders Original Nutella Wealthy/Successful individuals Chocolate-Hazelnut Children Between 4-13 And Their Parents Concisely, for the children between the ages of four and thirteen along with their parents we will propose a combination of Nutella and peanut butter spread swirls as a transition product. In a recent publishing by The Grocer, it has been detected that â€Å"sales of chocolate spreads and peanut butter [are] healthy, indicating greater parental indulgence in children’s products† (lexis-nexis. com/universe). Thus, with the Nutella swirls we will attempt to offer this group something similar to their traditional â€Å"American† spread (peanut butter). As a result, we predict that this group will like the Nutella chocolate and peanut butter swirls so much, that they will eventually go for a Jar of original Nutella hazelnut spread instead of a jar of peanut butter or Nutella and peanut butter swirls. Nutella 29 College Students Similarly, for the college students, we will propose the Nutella bars. Since most college students are busy and don’t have much time to cook breakfast, Nutella bars will be a great alternative. It is made especially for people on the go who want to have a quick breakfast. Southerners and Wealthy/Successful People and elders Finally, we will target wealthy and or successful individuals along with southern Americans. Statistics show that this group is more likely to eat breakfast (U. S. News 1997). Thus, It is evident that this group has the time and money to have a traditional breakfast. Hence, we will attempt to encourage this group to try and buy original Nutella chocolatehazelnut spread since they can afford the higher price. Also, it is important to point out that elders (seniors) are living longer, and consuming luxury or shopping goods, which Nutella fits into. Nutella 30 5. 3 Positioning Differentiation strategy approach In trying to implement our plan, we will take a differentiation strategy approach. Not only is the maker of Nutella, Ferrero a well-known and top company world wide, it is especially regarded for its prestige and line of fine products, such as Rocher, Tic Tac’s, and Kinder- eggs. Similarly, Nutella’s position is based on its: ? Uniqueness ? Excellence in quality through our ? Great taste Notoriousness ? Convenience and Versatility In addition, the different lines of Nutella: including the original Nutella-chocolate hazelnut spread, the Nutella and peanut butter swirls, and the Nutella bar appeal and meet the specific wants of each market segment. Furthermore, we predict that Nutella will be a chocolate spread market leader in the United States as it has been in Europe. F urthermore, to paint a more clear picture we have demonstrated Nutella’s position as compared with Twist and Peanut butter on various characteristics. Nutella 1 Nutella=red V= Versatile Twist=blue U= Uniqueness Peanut butter=green N=Nutritious D= Delicious Fig B-1 UV NUTTELA TWIST PEANUT BUTTER Fig B-1 When we compare Nutella with twist and Peanut Butter we will position Nutella as a more versatile and more unique product compare with its competitor U V Fig B-2 TWIST NUTTELA PEANUT BUTTER N Fig B-2 Since Nutella has been positioned as a more nutritious product compare to its competitors. In here we place Nutella higher compare to Twist and Peanut Butter Nutella 32 V Fig B-3 TWIST NUTTELA PEANUT BUTTER D Fig B-3 This Graph shows Nutella as a more versatile product compare to its competitors twist and peanut butter. Also Nutella has been proved to be more delicious and for this reason we place Nutella in a higher place. Nutella 33 6. Marketing Mix 6. 1 Product Mix Nutella provides â€Å"The Ultimate Chocolate Experience† by offering a hazelnut spread that can be eaten with a variety of foods and enjoyed any time of the day. The combination of roasted hazelnut, skim milk and cocoa create a creamy, chocolaty taste with a hint of that roasted nut flavor that will delight your taste buds as you enjoy each delicious mouthful. Nutella will use its company name Ferrero to launch our new product development plans for Original Nutella chocolate hazelnut Spread, Peanut butter-Nutella swirls, NutellaPeanut butter Swirls, and Nutella Bars. Nutella will capitalize on its company name to promote brand awareness. Original Nutella chocolate hazelnut is a delicious creamy chocolaty hazelnut spread that can be eaten with a variety of foods and enjoyed any time of the day. Peanut butter-Nutella swirls and Nutella-peanut butter swirls are delicious peanut butter spread with creamy Nutella swirls. Nutella Bars are delicious for an on-the-go meal or an easy after-school snack. Packaging Nutella 34 ? Sales Task: Our promotional trial pack will be shaped like a squirrel. The squirrel shaped design will attract consumer attention. The jar attracts children to purchase the product because of its unique characteristic. The dispensing method for this package is more convenient and cleaner than the traditional jar shape attracting more sales revenue. ? Competitive advantages: Our jar will be 5% larger than our competition spread jars that are traditionally 18ozs. The larger jar will give our company a competitive edge by attracting American consumers that believe that â€Å"bigger is better. (please note that this alternative will be looked into in the future; 3 year or more) ? Product safety: Our Company, like many others will support the benefits of our packaging to consumers directly and even initiate recycling programs to save the environment. Not only is this packaging more environmentally responsible, it also provides economic and distribution advantages. To this means we have been continually reworking our packaging for better corporate identity, providing a more attractive package, a very important ingredient in the food industry. 6. 2 Pricing Mix Pricing strategy for various products ? Nutella original chocolate hazelnut will set its prices so that it can achieve product quality leadership above its competitors. Price says a lot about our product. Their Nutella 35 higher prices will give the illusion that their product is worth more. We are not afraid of establishing premium pricing for a premium product. o Its price is on average $3. 99-$4. 29 ? Peanut butter-Nutella swirls and Nutella peanut butter swirls will be priced below the industry average for the spreads market. Although we will make money off the Nutella Swirls, we consider this a â€Å"Loss Leader† strategy. Whereby unique product taste and quality will make customer curious and attracted to our additional product lines. o These products will be price similar to Peanut butter prices: between $1. 99 and $2. 95 ? Nutella Bars will be priced competitively. Even though we are subject to some impulse buying, we can provide a product to be resold at a generous mark-up for our dealers, while still providing a satisfactory experience for the customer. o At a retail range of $2. 79 to $3. 05 per box of (6-8) Nutella Bars, we cover the mid-to-upper price range of the breakfast market, while roviding a 33% margin for the dealers. 6. 3 Promotion Mix Sales promotions and public relations Sales promotions and public relations strategies will work together to inform customers of new products, to encourage an image of community involvement, and to limit environmental impact. Nutella will spend close to half a million dollars to build brand awareness and a loyal customer base. Marketing efforts will be f ocused on the target market, and the campaign will Nutella 36 run the entirety of 2001-2003, increasing roughly 35 percent per year to match interested sales revenue. The marketing budget will consistently equal almost 35-45 percent of sales. Advertising We will differentiate Nutella from imitation brands through aggressive advertising and promotional campaigns that demonstrate our unique quality taste, ingredients, as well as convenience, versatility and commitment. The advertising strategy Nutella will consist of advertising in the following media: ? ? Radio: Our ads will be concentrated strongly on the city’s top radio station among our target market segments. We will run regular ads to create brand awareness. Television: Through commercial repetition, a teaser campaign, and the use of catchy phrases, we hope to obtain intellectual ownership of our target market segments: when they think of a delicious and nutritious breakfast food they’ll have to think of Nutella. ? ? ? Newspaper: Sunday News, Daily Times Magazines: Highlights, People, Times, and various cooking magazines. Direct Mail: Flyers sent to mailing list The initial media blitz will be allocated as 10% radio, 45% television, 25% newspaper, 15% magazines, and 5% direct mail. These expenders will be based n 35-45 percent of total sales for the first two years, and then reduced to 25-35 percent of total sales thereafter. Sales promotional advertising ? Samples: Nutella samples will be handed out in grocery stores to introduce new product line. The samples will be accompanied with a â€Å"bounce-back offer† using a buy one get one free offer that promotes the customer to make an after sample purchase. ? Coupons: Accordi ng to a survey published by Dartnell Corporation â€Å"customers clipped 4. 8 billion coupons last year with an average face value of 70 cents, for a total savings Nutella 37 of 3. 4 billion dollars. † Coupons will stimulate sales of Nutella and promote early trial of our new products. ? Point-of-Purchase (POP) promotion: Our Company will offer a five-foot high cardboard display of Nutella next to Nutella spreads. Our company will offer a variety of POP materials, tying them in with television and print messages, and offering to set them up. ? Allowance: Promotional money will be offered to persuade resellers to carry our brand, give it eye-catching shelf space, promote it in advertising, and push it to customers. Currently Nutella is placed on the very top shelves and not in the center shelves where is about eye-level. Public Relations ? Press relations or press agentry: we will spend some of our Television advertising budget to have Nutella and its products be marketed in the news media to attract Americans to trying Nutella and its extensions. ? Investor relations: we hope to maintain and gain relationships with shareholders and others in the financial community. In addition, we will look into offering stock to the U. S. arket exchange (currently Ferrero/Nutella only trades in the European market). ? In the future (5 years or more) we will consider building brand awareness through our Nutella Cafe, leading greater word of mouth marketing. Nutella Cafe will implement a pull strategy in order to build consumer awareness and demand. Nutella Cafe has budgeted $6,000 for promotional efforts that will include advertising with coupons in local publications to attract consumers to Cafe shops. Nutel la 38 6. 4 Place Mix Distribution Strategy for retailers Our Company will use intensive distribution. It is a very popular breakfast in European countries, such as Italy, France, and Germany. (1) Do you think you would try this product? (Yes or No) (1a) Why or Why not? Please specify: (2) What do you usually have for breakfast? a. Creal b. Peanut butter c. Cream cheese d. Other, Please specify: (3) How old are you? a. 18-28 b. 29-38 c. 39-49 d. 50 or older Nutella ? ? ? ? The survey was given at California State University, Northridge, and so it applies primarily to 18 to 28 year olds. 100 people were surveyed: 26 of which had heard of Nutella, and 74 whom had not heard of Nutella. There were two sets of surveys one for the people who have heard of Nutella and one for the people who have not heard of Nutella. These charts briefly summarize the results. People who knew what Nutella was: How old are you? 18-28 29-38 39-49 50 or older 100% 0% 0% 0% How often do you buy Nutella? Regularly Often Rarely 0% 4% 96% If you dont buy and eat Nutella Too expensive Dont like it Cant find it easily Not motivated on regular basis, why not? 33% 11% 11% 44% Can you find Nutella easily in supermarkets? Yes No 55% 45% What do you eat usually for breakfast? Cereal Peanut butter Cream cheese Other 44% 11% 11% 44%

Exploring The Novel Sula By Toni Morrison Essays - Sula, Free Essays

Exploring The Novel Sula By Toni Morrison Essays - Sula, Free Essays Exploring The Novel Sula By Toni Morrison A Strong Woman is Outcast Melody Carter Women in 20th Cen. Lit. Prof. Fiona Paton Paper 2- Nov 10, 2000 In the novel Sula, by Toni Morrison we follow the life of Sula Peace through out her childhood in the twenties until her death in 1941. The novel surrounds the black community in Medallion, specifically the bottom. By reading the story of Sulas life, and the life of the community in the bottom, Morrison shows us the important ways in which families and communities can shape a childs identity. Sula not only portrays the way children are shaped, but also the way that a community receives an adult who challenges the very environment that molded them. Sulas actions and much of her personality is a direct result of her childhood in the bottom. Sulas identity contains many elements of a strong, independent feminist character. However, the people in Medallion do not see Sula in a positive light. When she returns to Medallion as an adult Sula is seen as evil and regarded with much fear. The reason Sula outcast from the community is specifically due to the fact that she is a woman who refuses to contain herself in the social norms set up for the town. She refuses to marry and frequently sleeps around. The characters that exist around Sula serve as a point to compare the different ways the community treats those who are different. Specifically the way the characters, Shadrack and Hannah are treated by the community can be compared to the way the community treats Sula. In one way or another, Sula, Shadrack, and Hannah are outcast from the community in the bottom. Shadrack and Hannah however are not regarded with near as much fear or resentment the town feels towards Sula. The difference between the way the town treats Hannah and Sula is particularly alarming. After the death of Sulas father, Hannah has no real relationships with men. She sleeps only with the husbands of her friends and neighbors husbands. Although Hannah sleeps with married men the people in Medallion have a certain respect for her. The men, surprisingly, never gossiped about her. She was unquestionably a kind and generous woman...(p 2013). Hannah has affairs with the same men over and over again. Because of this most often the wives of those men take it as a compliment when Hannah sleeps with them. Hannah is Sulas mother and has indirectly taught a young Sula to view sex as a source of pleasure. Seeing her step so easily into the pantry and emerge looking precisely as she did when she entered, only happier... (p2013). This affects directly the relationships Sula has with men in her adult life. She too sleeps with only the husbands of other women. Sula has never witnessed a healthy relationship between a man and a woman. This is regarded by the community as terrible. Sula uses the men she sleeps with for pleasure, taking no consideration as to how the men feel. She refuses to have such patriarchal relationships as Hannah did. Hannah may indeed have received pleasure from the men she slept with but she remained the submissive participant in her relations. Hannah rubbed no edges, made no demands, made the man feel as though he were complete and wonderful just as he was- he didnt need fixing... (p 2012). Sula, on the other hand, has a need to feel in control right down to the mechanics of her affairs. And there was the utmost irony and outrage in lying under someone, in a position of surrender, feeling her own abiding strength and limitless power. (p2048). She not only took sex from men as pleasure, but sought out to claim power over them. Sula was trying them out and discarding them without any excuse the men could swallow. (p2044). This made the women upset and furthered their hatred for Sula. Sula had power by sleeping with these very same men who held power over submissive wives. The town regards all of Sulas actions as evil. They called her a roach and a bitch, but above that spread a nasty rumor that she slept with white men. There was nothing lower she could do, nothing filthier.

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Financial Analysis - Coursework Example They also state that the market value is not determined by the dividend policy. In relation to the irrelevance of dividends, two theorems are applied; these are Modigliani-Miller approach and residual theory (Thompson & Mathew 82). Q2. The major assumption behind the residual income valuation model is the clean surplus relationship, that stresses the relationship among book value per share, dividends and earnings: BV1 = BV0 + EPS1 - D1. It means that all the accounting profits and distribution to shareholders can be explained by changes in the book value. Another assumption is that the ohslon model comes from the information dynamics that brings together current information to future residual income. Consistent with Ohlson’s information dynamics it is found out that residual empirical research income follows a mean reverting process. In conclusion Ohlson’s formulation of the residual income valuation model provides an economical structure for incorporating information i n earnings, book value and income forecasts. The fact that there are no taxes or difference in tax rates is another major assumption made. The book value of equity uses the clean surplus approach that states earnings and net dividends modify book equity. The future residual income is overcome by the use of the equation below V0 = B0 + ?(RIt / (1 + r)t) = B0 + ? ((Et - r x Bt-1) / (1 + r)t) where V0 - value of a company's stock. B0 - present book value per share. Bt - book value per share at the end of period t. r - cost of equity. Et - future EPS for period t. RIt - residual income per share for period t. Q3. Francis and Schipper realized that in recent times, the value relevance of accounting information has been under constant scrutiny by the stock market researchers and set out to test it. Another test that they made use of is that of investigating the relationship between a set of independent accounting variables and security price dependent variable. In order, to extend their t ests to account for change in relevance over time, they made use of linear regression, which was an estimation technique that determined the value relevance of accounting data. Q4. The property of timeliness is an important role in accrual accounting since it aligns the expense recognition and timing of revenue. Accountants produce an earnings variable by adding accruals to operating cash. Conservatism is defined as the asymmetry between loss and gain recognition. Loss accruals are important in that they allow management compensation; determine earnings quality and improving the usefulness of financial statements generally. Journal of Accounting and Economics clearly outlines the effects of international institutional features on the accounting income properties as follows. The international differences in demand for accounting directly affect change in market value over time. Asymmetry by public disclosure is characterized by the stakeholders and shareholders governance models of c ommon and code law countries. Litigation, regulation and taxation cause variations within the common Law countries. The value strategies include low price to book ratio, buying low stocks and low price to cash flow ratio stocks. The major finding of these strategies is that it is a successful investment strategy in that the value stocks outperform the whole market and growth stocks. Q5. Lakonishok, Shleifer and

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How does middle school approaches particularly with an visual arts focus help to reengage kids - Essay Example teacher is in a position to help the students’ development, especially children who may be disadvantaged due to any of several causes such as those from poorer socio-economic groups, the disabled, or children from diverse cultures with communication and language difficulties. Learning and working on visual arts help disadvantaged children to overcome psychological limitations or barriers, and grow to their full potential. The middle school child from ten through fourteen years of age, is in transescence, which is a period in human development that begins with late childhood and continues through the early stages of adolescence. During this time of rapid but irregular growth, most children develop to physical maturity. In the middle school years, teachers and students are involved with each other, the curriculum meets the needs of the students’ stage of development, education is exciting and enables the students to prepare for more advanced courses that will need to be tackled in high school (Glenn, 1986: 6, 5). In the case of disadvantaged children, the opportunities for communication and self-expression are crucial in engaging them towards improvement in their self-concept and a better quality of life. The school reform movement termed as multiculturalism requires changes to some extent in the roles of art instructors for middle school children. It is important to understand culture and cultural diversity because â€Å"culture provides beliefs, values, and the patterns that give meaning and structure to life† (Ballengee-Morris & Stuhr, 2001: 6). Such an understanding allows individuals belonging to multiple social groups to function effectively in their constantly changing social and cultural environments. Since education is part of cultural experience, it does not comprise only of the various disciplines, but includes concepts of history and self-identity. For the effective development of a sense of identity, the middle school visual arts education plays

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Religion and the Media - Essay Example As Schofield Clark observes, the founding principles of Protestantism have led to the Protestantization of modern societies. Take say, the value of individualism. It is a value that is strongly equated to advanced industrial societies. The concept is used in Occidental discourse as the opposing principle to collectivism, which is said to represent the Orient. While most liberal democracies portray this value as a political ideal, nowhere is it more celebrated than in the USA. The much cherished national idea of the ‘American Dream’ is founded on the concept of right to own property, one of the legislative provisions that resonate with the individualistic ethos. More importantly, this contemporary manifestation of individualism can be traced back to Martin Luther’s plea to the Catholic Church, whereby he make a claim to eschew elaborate ritualized liturgy. In its place, according to Luther, should be a more direct interaction between God and individual through the medium of the sacred text. Likewise, the rights for freedom of expression and freedom of choice that we take for granted today, have had their origins in the Protestant Reformation. In Luther’s milieu, it meant foremost the freedom of the individual to ‘interpret’ the holy text as is cognizable to the faithful. This principle was promoted in critique of the role of official clergy, who had taken upon the role of sole arbiters of the divine word. Breaking away from this stifling tradition, Protestantism reinforced the primacy of the connection between God and the faithful. It achieved this by giving believers the freedom to own, read and interpret the Bible as they see fit. It also includes the freedom to inquiry using God endowed intellectual faculties (intellectual inquiry). The freedoms we enjoy as consumers or as citizens today can thus be called Protestantization of law and culture. Moreover, by emphasizing that all religious

Environmental Analysis Of Mobile Phone Industry Marketing Essay

Environmental Analysis Of Mobile Phone Industry Marketing Essay To analyse the external environment of a mobile industry and to identify the implications to the marketing department of a large mobile producer, which is decided to develop a new range of high-tech mobile devices for young professionals, it would need to produce a report covering various external influences that have an impact on the activities of the organisation and research on the effects on our customers and suppliers. Any organisation is affected directly or indirectly by the internal and external factors, whereby the external factors are the ones which an organisation has no control over them but can try to handle the internal ones. In looking at this report, it has been divided into different parts which will make it clear and explain them accordingly. The first part will go through the marketing research process where in it will explain deeply about the primary (qualitative) research which involves in live interviews questionnaire survey and secondary (quantitative) research which will be referred from books, magazines and internet and the second part of this report will talk more about the PEST and SWOT analysis. MAIN BODY Marketing research Marketing research is the efforts put into finding the feelings and opinions of consumers to make a better product or service. It is the systematic design, collection, analysis and reporting of data and findings to a specific marketing situation facing the company. (Lecturer notes Kotler p, Marketing management 2009, p 190) Marketing research process: Define the problem and develop a research plan Collect and analyse the information Present the findings and making decision. To produce High tech mobiles for young professionals company should know the current prevailing situations in the external environment. Looking at the above diagram we can see the main ways how marketing research can be processed in marketing by, Secondary research Primary research Secondary Research: This is a type of research which contains existing information which is published already that can be obtained from; newspapers, magazines, internet, books and even journals. We can get quantitative information from this research and less investment needed for this kind of research. Advantages and disadvantages of secondary research. Advantages are: Its available it can be acquired quickly at any time, unlike the primary research which is being acquired from the field ,there for our mobile phone company can acquire their information from internet ,journals and books even others. It is cheap (affordable) less expensive than primary method. Its gotten from books ,internet which does not cost them much compared to primary which will male it very hard fro our company to acquire information provides a good starting point for the research-the exploratory stage. T has happened indeed this is because it shows the outcome of what others have done and what has happened to them there for makes our company know to start Disadvantages are: It is not specific since it does not answer the question straight away. And existing information may not be true fro example they could give wrong figures on the answers of the their research Its often out of date, for example; census is done once in every ten years to become commercially available. The information could have being there for many years for example books are written long time ago hence put of date now Different sets of secondary data are often inconsistent, especially when it is an international data. [Based on lecturer notes] According to the various methods used in conducting the research which involved both secondary and primary data, found various marketing authors such as Geoff Lancaster, David Jobber and Philip Kotler who have defined various external factors which can also be referred to as: PEST (Political, Social, Economical and Technological factors) analysis. SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. These eternal factors are the ones which the company has no control and they are discussed below as follows: PEST ANALYSIS POLITICAL FACTORS : The political law The company must be up to date with the changes of the political law, which are established by the government and have an influence to the company, because the company must comply with laws made, as it can be seen the labour government in the, Geoff Lancaster et al states that, United kingdom in may 1997 led to a whole lay down of new policies made by the newly elected government like training programmes to encourage the unemployed to work. Imposed taxes can also be seen as another law affecting our company this due to the rise of the taxes that our company must be able to meet with. Due to the fact that this is an external factor, therefore any business institution cannot avoid but get prepared at any time, And thus leads to overcharging of our customers and the company must be aware that the laws are made with action, so if not followed can lead to consequences and thus should be avoided. The political stability: Its essential for the company to operate in a peaceful place one in order to increase in the security of the company and thus increase in the confidence of our abroad buyers and suppliers which is good for our business like the country in the UK enjoys a high political stability ECONOMICAL FACTORS : This consists of various factors that have an effect on consumer purchasing power and spending patterns, this varies according to the places and its level of income The company must respond to the changes of social attitudes basing on buyer behaviour like it can be seen in the U.K with recession most people tend not to buy luxury goods so in such a situation the company must know on how to rate their prices. Inflation is also one of external factors affecting the company, therefore this issue must be considered because the company has no power over it (whereby money loses its value). The company cannot control the supply of money in an economy. SOCIAL FACTORS : This includes demographic and cultural aspects of the external macro environment, these factors have an effect on our customer needs and the size of the potential market, some of the factors include; Cultural habits of people and beliefs Age group TECHNOLOGICAL FACTORS : This can be seen as the most dramatic force in our company due to the rapid improvement of technology regarding to the product, the technology seems to be improving on a higher rate before we had phones just for picking up but now we can see phones which serve internet and are touch screen enabled, as a company have to keep up with this high technology in order or else our customers will consider us outdated. Need to keep track and monitor the technology in order to keep up with our competitors and monitor this will help us in avoiding and missing new products and opportunities. Preparation of innovating: Innovating new technology as a company should be prepared with a certain quantity of money in order to purchase and keep up with the upraising technology in the world. SWOT analysis: (http://www.excelsia.ch/htmlgb/blog/images/swot-analysis-image.png, retrieved on 13/02/2010 at 1:18 am) The overall evaluation of a companys strengths, weaknesses, opportunities and threats is called SWOT analysis. It is a way of monitoring the external and internal marketing environment. (Philip kotler, marketing management, 2009. P 101) In SWOT analysis Strengths and Weaknesses are internal factors of a mobile industry. Strengths are: Business location. A good, unique, new advanced innovative product. Procedures and processes of product quality. A specialist marketing expertise in the industry. (http://www.marketingteacher.com/Lessons/lesson_swot.htm, retrieved on 13/02/2010 at 1:23 am) Weaknesses are: Maintaining poor or bad quality of goods and services. No suitable location for business. No uniqueness in the product compared to the competitors products. Damage in reputation. In SWOT analysis Opportunities and Threats are external factors of a mobile industry. Opportunities are: Benefit from converging industry trends and introduce hybrid products in the market. Making buying process convenient and efficient. Offer product at lower price and fast delivery. Customizing the products offered in standard forms. (Kotler Philip, marketing management, 2009. P 102) Threats are: Introduction of tax on the product. Better distribution channels by competitor. New unique advanced product from competitor. Competitors offering products for lesser price. (http://www.marketingteacher.com/Lessons/lesson_swot.htm, retrieved on 13/02/2010 at 1:25 am) FINDINGS Secondary research: As about the consumer needs found in the secondary research done by referring the available sources the following results were obtained about the current marketing situation for production of high tech mobile devices for young professionals. (http://www.handcellphone.com/wp-content/uploads/mobile-marketing-coupon.jpg, retrieved on 14/02/2010 at 4.24 Pm) Primary research: Findings of primary research Personal live interviews: I visited few mobile stores called The carphone warehouse on the 15th of February 2010 at 11:30 Am and Phones 4u on the 15th of February 2010 at 02:00 Pm to enquire the specifications and requirements of high tech mobile devices for young professionals and interviewed fifteen (15) young professionals who had come for purchasing mobile devices. I personally interviewed eight (8) people at The carphone warehouse and seven (7) people at Phones 4u who were between the ages of 22 to 26 and were professional job holders. Results: A multipurpose usable device with wide range of features like internet for email access, camera, music player, touch screen, MMS, GPS receiver, QWERTY keypad and other applications. Portability of product for convenient carrying (to fit inside pockets). Affordable pricing of the product (in a range between GBP 300 to 500) Most of them were choosing phones with good design, quality combined with advanced technology. Questionnaire survey: I prepared a questionnaire consisting of 10 questions with few being multiple choices, dichotomous rating scale. I visited canary wharf the business and financial capital of England and conducted the questionnaire survey with professional workers in many multi national companies. The questionnaire used for survey: Mobile devices should be of multipurpose use? Yes No Which kind of mobile do you prefer? QWERTY keypad Touch screen Touch screen and QWERTY keypad Alphanumeric keypad Which one do you prefer the most to access email? Phone Laptop Would you like to have a music player on phone? Yes No What range of pricing would you prefer for a phone with good features? 200-300 pounds 300-400 pounds 400-500 pounds 500+ pounds Which one do you prefer? Good design and features helpful for work Good design Just helpful for work and work Any design for communication