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.

Financial Analysis Coursework Example | Topics and Well Written Essays - 1500 words

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

How does middle school approaches particularly with an visual arts Essay

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

Religion and the Media Essay Example | Topics and Well Written Essays - 1500 words

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

History of United Airlines :: GCSE Business Marketing Coursework

History of United Airlines History United Airlines aircraft have soared through the skies for more than 70 years. Initially used to transport U.S. mail, the planes soon took on a few adventurous passengers. In a matter of years, air travel was embraced by the general public, creating a demand for larger, faster, more luxurious aircraft. By 1914 aviation technology was sophisticated enough to make airplanes valuable wartime tools. In 1918, the U.S. government found an important peacetime role for aviation: delivering mail. Entrepreneur Walter T. Varney launched his U.S. "air mail" operation April 6, 1926, marking the birth of commercial aviation in the United States. Because Varney was a predecessor of United, it also marked the birth of the airline. With the advent of larger aircraft, such as the Boeing and Ford trimotors, came stewardess service. Boeing Air Transport employee, Steve Stimpson, took the suggestion of nurse Ellen Church. He proposed that nurses serve coffee and sandwiches and minister to the comfort of apprehensive flyers. As aviation matured, airlines, aircraft manufacturers and airport operators merged into giant corporations. When cries of "monopoly" arose, the conglomerates dismantled. Few things escaped the shadow cast by World War II, and the aviation industry was no exception. For 60 wearisome months, United put aside its quest for growth and profitability and took on a new responsibility: serving the U.S. military. United modified its aircraft for war, trained ground crews and flew thousands of missions to Alaska and across the Pacific to transport soldiers and supplies. The post-war economic boom that swept the United States included a strong demand for air travel. President William A. Patterson responded by expanding United's workforce, acquiring new routes and purchasing United's first jet aircraft. This strategy, along with the 1961 merger with Capital Airlines, solidified United's industry leadership and made the company the world's largest commercial airline. The end of World War II brought a brief period of euphoria to the war-weary people of the United States. Rationing was over, business and industry were back to a peacetime mode, and the nation was feeling the feverish excitement of the boom times economists had predicted. But while the forecasters were correct in their predictions, none came close to foretelling the suddenness and intensity with which the boom would thrust itself upon the nation, particularly upon the air transport industry. Airline fares had been reduced 10 percent since 1941, making it cheaper in many cases to travel by air than by rail.

Theme of Responsibility in the Sun Also Rises

Brett Ashley, the main female character, renounces responsibility of her actions regarding romance by her refusal to face the suffering she causes. Finally, a primary method these characters use to excuse their irresponsibility is by Indulging in their alcoholism. This group of people believes that there Is nothing they can do to change their current state of discontent, thus ultimately renouncing their responsibility to themselves. Jake Barney's Irresponsibility manifests In his relationship with others, be It friends or acquaintances.Early in the novel Jake introduces Robert Cohn as his reined. However, he does not take this responsibility of a friend very seriously. When Jake, Cohn and Francis are in a cafe, Jake does not acknowledge the relationship between Francis and Cohn, and proceeds to talk about a trip with Cohn to Strasbourg with a guide girl who is just â€Å"swell† (14). That Jake needs Cohn to explain why the subject is touchy around Francis demonstrates the lack of care Jake has towards Cohn. A friend would understand Conn's situation and avoid topics that could cause inconvenience to him.This uncaring attitude is further portrayed when it is shown hat It Is Sake's plan to get rid of Cohn by offering him a drink as a â€Å"graceful exit† (19) when he needs to clear his head after the drink. Even more telling than the last two events Is the fact that when Cohn and Francis are having a row about Cohn not marrying her, Jake Just sits there and watches. When Francis Is verbally abusing Cohn, Jake does not â€Å"even feel an impulse to try and stop it† (56), he doesn't care that his friend is being attacked nor does it bother him.Sake's only response to the fiasco between Francis and Cohn was that â€Å"there is nothing [he] can do† (55). This cold attitude is evident throughout the novel and reveals that Jake is indeed an irresponsible friend. Moreover, Sake's interactions with acquaintances such as Aggregate and Mrs.. Bra dford further reinforce this characteristic Irresponsibility. When Jack encounters Aggregate Hobble, they are Invited to dance with Mrs.. Breadboard's group. He Introduces Aggregate as his fiance and as Aggregate Labeled, a famous singer, poking fun at both Mrs..Bravado's and Aggregate. With this Introduction he makes fun of both Mrs.. Breadboard's naivetà ©, and Surrogate's lack of importance. The introduction expansible person would not have lied about another person without a warning. This action displays a high level of carelessness and irresponsibility. Although Jake is a sensitive person; he often treats others as inconsequential objects. This is why he often acts so irresponsibly. Beret's romantic interactions between different men reveal another sense of irresponsibility written in the novel.Brett is a beautiful classy woman and is the center of the conflict in this story. She is the primary cause of tension between the characters, but she refuses to acknowledge her part in this conflict. In the cab ride he shares with Jake, she confesses that she feels â€Å"miserable† (32) and that she is going through â€Å"hell† (34), but her actions show no remorse over what she has done. For example, she repeatedly professes that she loves Jake but oftentimes scorns him immediately after.The repetition of such an act begs to question whether she really loves Jake or feels responsible for his pain, as every time she rejects him she hurts him. Even though her upcoming marriage with Mike seems to be the manifestation of a responsible romance, she never writes back to Mike and still approaches Roomer despite her supposed commitment. Furthermore, even though Brett is going to marry Mike, she never says that she loves him. She mentions to Jake that she â€Å"haven't thought about him for weeks† (69) implies that she does not really care for him.Further in the novel Brett states that she hates Conn's â€Å"damn suffering† (186) as if she did not know she was the cause of it. It reflects that even though she causes pain for others, she hates to feel bad about it. This being the case, Jake is the perfect target for Brett because he suffers through her manipulation but never shows it to her. This allows her to cast off her part of the responsibility for his pain. Brett also states that she has â€Å"never been able to help anything† (187), suggesting that she feels that she has no control over how she manipulates the men around her.She does not take the blame for the results of her actions, and casts off her responsibility. Near the end, Roomer gifts a severed bull's ear to Brett. Brett then proceeds to hide it in a drawer and never sees it again. Roomer's act of cutting off the bull's ear is similar to the act of castration which is exactly what Brett does to the men around her. By disposing of the ears it demonstrates how little she cares for what she has done to Jake and Cohn and reveals how Brett is unwilling t o take responsibility and face the gruesome results of her cruel manipulations.The characters in this novel consume alcohol whenever the situation allows, and it is used as an excuse for much of their irresponsibility. Several characters use drunkenness to Justify their inappropriate actions. Brett comes to Sake's house early in the morning and wakes him up for trivial matters. She also misses her appointment with Jake later in the novel because is drunk. Jake wasn't Just the victim though, Jake is happy to be drunk at the dance party with Aggregate because it lets IM be more careless as well as more impulsive in regards to Cohn Prettiness's Mrs..

Free Essays on A Constructivist Pedagogy For Career And Technology Education

In this article, I explored tenets of constructivism that could be directly applied to the Career and Technology Education Standards for Career and Technology Education Teachers. This article provides a proposed constructivist pedagogy for the Vocational Technology studies. Though I do not consider myself to be a strict- constructivist teacher, when I compared my educational philosophy to this proposed pedagogy, I realized how much the study of constructivist theory and practice had influenced my beliefs and methods of instruction. As a future Technology Education educator, I applied these constructivist principles to my own teaching style and methods. A Constructivist Pedagogy for Career and Technology Education The National Association of State Directors of Career Technical Education Consortium states: â€Å"career studies should be taught in manners that are consistent with a constructivist view of learning† (NASDCTEC, 1999, p. 7). While this may sound good in theory, one underlying problem exists: the lack of a clearly defined, agreed-upon constructivist pedagogy. This article will (1) explore the definition and variations of constructivist theory, (2) present a pedagogy for constructivist teachers of career and technology studies, and (3) compare and relate those pedagogies to the existing standards for powerful career and technology studies as defined by the NASDCTEC. Defining Constructivism â€Å"Constructivism is a topic on the conference programs of virtually all prominent national educational organizations and has been widely described and analyzed in professional journals† (Brooks, 1999). Constructivist theory has been presented in a variety of contexts, and institutions of higher education are implementing constructivist teacher education programs nationwide (Brooks, 1999). So, what exactly is constructivism? The answer is not clear, and depending upon different researchers, authors, or theorists,... Free Essays on A Constructivist Pedagogy For Career And Technology Education Free Essays on A Constructivist Pedagogy For Career And Technology Education In this article, I explored tenets of constructivism that could be directly applied to the Career and Technology Education Standards for Career and Technology Education Teachers. This article provides a proposed constructivist pedagogy for the Vocational Technology studies. Though I do not consider myself to be a strict- constructivist teacher, when I compared my educational philosophy to this proposed pedagogy, I realized how much the study of constructivist theory and practice had influenced my beliefs and methods of instruction. As a future Technology Education educator, I applied these constructivist principles to my own teaching style and methods. A Constructivist Pedagogy for Career and Technology Education The National Association of State Directors of Career Technical Education Consortium states: â€Å"career studies should be taught in manners that are consistent with a constructivist view of learning† (NASDCTEC, 1999, p. 7). While this may sound good in theory, one underlying problem exists: the lack of a clearly defined, agreed-upon constructivist pedagogy. This article will (1) explore the definition and variations of constructivist theory, (2) present a pedagogy for constructivist teachers of career and technology studies, and (3) compare and relate those pedagogies to the existing standards for powerful career and technology studies as defined by the NASDCTEC. Defining Constructivism â€Å"Constructivism is a topic on the conference programs of virtually all prominent national educational organizations and has been widely described and analyzed in professional journals† (Brooks, 1999). Constructivist theory has been presented in a variety of contexts, and institutions of higher education are implementing constructivist teacher education programs nationwide (Brooks, 1999). So, what exactly is constructivism? The answer is not clear, and depending upon different researchers, authors, or theorists,...

Manuel Alvarez Bravo essays

Manuel Alvarez Bravo essays Manuel Alvarez Bravo was born on February 4, 1902 in Mexico City. He was the son and grandson of photographers ands painters. When Bravo was just an adolescent the Mexican Revolution had begun in 1910 and lasted through 1920. Bravo can remember running over the hills in Mexico to find a dead soldier just lying their abandoned. During the Revolution nearly one million Mexicans had died due to starvation and fighting between rebels struggling for power . Throughout his twenties Bravo worked as an office boy for the Mexican Treasury Department and did a variety of other things for them until he quit on 1931. His first photography teacher was a man named Hugo Brehme. From Brehme, Bravo learned how to blur through darkroom techniques. Bravo bought his first camera when he was twenty-four years old. Bravo can remember exactly where he got his first camera, I bought my first camera from a firm called Islas Hermanos . Bravo also bought a Verito lens, which diffuses the scene before it, and learned the oil-pigment bromoil developing process, which gave photographers something of the blurred color surface of paintings . Bravo played around with abstract images of folded paper. Next he begun to photograph paintings and murals for a magazine called Mexicana Folkways. In the 1930s Bravo changed from abstract to scenes of modern life in Mexico City. Bravo once said, I was born on Mexico, have lived in Mexico, have gone outside Mexico, and have missed my country. I have returned to my country and I am content with my country: good, bad-and worse than bad still I am enchanted by my country . B ravo loved his country and that is where many of his photographs come from. Bravo later met an American photographer named Edward Weston and his lover Tina Modotti who was also a photographer. From them Bravo learned the clear focus. In 1929 Bravo taught photography at the Esculea Central de Ar ...

Critical evaluation of Fuchs, Fuchs & Karns (2001) article Essay

Critical evaluation of Fuchs, Fuchs & Karns (2001) article - Essay Example (Pagani et. al. 2006) Considering all these, there is growing importance placed on understanding those stages of life. This report aims at critically analyzing one of such researches done on children’s mathematical development. In this process, views of external critics are taken into account and the choice of the method applied is critically analyzed along with its results and outcomes. The other aspect that is discussed in this report is the benefits that are obtained in implementing this method and the probable ethical issues that might arise if this is to be implemented in practical scenarios. Research problem The background for this research is based on the results obtained from the analysis done by Griffin and Case in 1997. (Griffin & Case, 1997) According to them, children, when they attain the age of six, should have developed a ‘mental number line representation’ by combining the two basic concepts of mathematics – counting and comparison. (Fuchs e t. al. 2001) Once they achieve such a line, the required ground work gets established and with that as base, they can build on it to solve further problems in mathematics and understand the concepts better. But, many of the children who come from poor financial backgrounds and from utter poverty fail to achieve this line of understanding and hence wound up facing long term mathematical failures. The research under discussion aims to improve the students from high poverty background to achieve this mental line representation before they move on to higher studies. The research is actually an extrapolation of the research works done by the authors, Griffin and Case in the year, 1997. (Griffin & Case, 1997) Based on the three research exercises that they had done on a select number of students grouped under experimental and control group categories, they received high percentage of success, with many of the guided students who underwent this study were able to cope up with the middle le vel students, thus allowing them to compete equally and subsequently improve their mathematical knowledge. (Fuchs et. al. 2002) Research methodology Peer Assisted Learning Strategies of (PALS) is the method followed here to achieve the goal of this research. It is a method where the teachers deploy a program that allows them to identify and assist students who lack in specific set of areas. (Ashwin, 2003) Did their hypothesis/research problem correspond to the adopted collection and analysis of the research design? The aim of their research is to improve the understanding level of the students in mathematics. The purpose of the research problem is to extrapolate the previous results in three ways. 1. To expand the research area. That is, to involve more numbers of students, whose levels of understanding varies drastically. This is to present the teachers with details about how to proceed with the treatment in diversified classrooms. This dimension of the problem was addressed during the design phase of the research by identifying and including students with different performance levels and from both disabled and nondisabled sections. 2. To evaluate the capacity of the teachers. The need for this result was to identify the response from students, to explore the fidelity of their teaching method and to generate an informative feedback about the treatment. This dimension of the problem was addressed by choosing teachers who were from different demographical

Online Learning versus Classroom Learning Essay Example | Topics and Well Written Essays - 750 words

Online Learning versus Classroom Learning - Essay Example For the reason that there is no face-to-face interaction with the teacher, online learning gives more control to the learner and less to the educator. We are moving from a mode where the institution is in charge and provides context, to the mode where the learner is in charge and offers the context.Despite the fact that most learning occurs outside the classroom, most of one’s time spent as a student has probably been in a "traditional" classroom. Traditional classroom learning is more often than not focused on the teacher. Information tends to flow from instructor to students, and therefore can be more passive for students. This is often represented by the phrase "sage on the stage" since the teacher must in some way pass his or her knowledge on to the student. It goes without saying that many lecturers in the traditional classroom employ a very learner-focused composition as the online classroom explained above. While this is a potential, it is also rare. Since most teachers were trained in instructor-focused classrooms it is very difficult for them to break from this pattern. The online classroom proficiency and student proclivities in that environment are much more fitting for a learner-focused environment.Online learning is focused more on the student. Additional information (in the form of questions or comments) often flows from the student to the instructor (or CBT system). As a result of learners constructing their own learning, they are considered to be more effective. As more institutes begin to offer online educational programmes, analysts predict that more and more students will enroll in them. In fact, according to International Data Corporation, a market research firm, the number of students enrolled in distance-learning educational programmes will increase to an estimated 2.23 million in 2002, from 710,000 in 1998.