A Cultural Journey Essay

The American comedy-drama film Outsourced was directed by John Jeffcoat in 2006. In this movie, the main Todd Anderson grudgingly traveled to India to train his replacement because his job and whole department were outsourced. In this foreign land, Todd started his new work; saw dingy but distinctive scenery; got a new name, Toad; met new people. Beside the living aspect, he also have an assignment needed to complete, which is to decrease the time of the average call from 12 minutes to six. If this team cannot reach this standard, I could not go back home. What Todd only focused on is the red number on the NPM Monitor so that he teach the team about the American culture. However what he neglected is to blend into this foreign country. This is a cultural conflict in this film, but fortunately, Todd finally realize this point and correct his mentality. There were three obstacles the main character, Todd, faced in the film which is he need to put aside his arrogant attitude, to understa nd the diverse culture in India, and fitting in to this culture. First of all, the first obstacles Todd faced was to put aside his arroganess. As an American citizen who is grown up in a developed country, it is understandable that Todd has a sense of national pride especially when he went to a developing country. Crowd, dirty street, caws and sheep running around and even there was a man pee on public place; those were the primary impression India impressed him. I think maybe not only Todd could feel disappointed, but also everybody will disappoint with this delicate country which has a long history. Fortunately, after a talk with a strange American, Todd noticed that he condemned the people around him based on his own opinion, and he should arrogant his attitude if he want to reach his goal. The connotation of a country or a city is not always embodies on its outward appearances. Also Asha’s words remind him he really needed to learn Indian culture. The first thing Todd did for his success was change his attitude about this country. Second, the second obstacle Todd over came is to learn the diverse culture in India is his second step for reach his achievement. After a few days, Todd was influenced by the environment. They were expressing at his actions. He had to use his right hand to grab food after his landlord teach taught him the Indian culture; after an emergency he start to use his left hand as toilet paper, by the local custom, he used to drink the tea with 5 spoons of sugar. Those are the culture he learned in those days and he did these reluctantly. No matter if he like or dislike those custom, he start to learn those stuffs at least. Third, the final obstacles Todd faced is he need to fit in to this culture. Holi Day might be the turning point of this movie. He tried to run away from the people’s attacking in the beginning. But maybe the festival atmosphere infected him, finally he start to join in the celebration with the local people and had fun. Except his case, he also open his heart and made friend with Indian people, for example, his neighbor. In addition, when his boss Dave came to India, he taught him what he knew about India. This reflects that Todd is glad to accept that cultural diversity and he enjoyed fitting into this country. To put aside his arrogant attitude, to understand the diverse culture in India, and fitting in to this culture are the lessons Todd took in his grudging trip. During in this guocheng, his attitude of this foreign country was changed from detest to accepting. Not putting a positive spin on a desperate night; this truth is only fit for this film, but also apply to everybody need. Same as do not judge people with their appearance, the connotation of a country or a city is not always embodies on its outward appearances. Reference Josh, B. George, W. Tom, G. D avid, S (Producers), & John, J(Director). (2006). Outsourdes United states: ShadowCatcher Entertainment Mosaic Films

Coca Cola Analysis

1 I. Introduction â€Å"Coca-Cola and Shasta. † These two products are in the same industry and both were invented around the same time. Nonetheless, a very different perception comes to consumers? mind when they hear these two words. In the 21st cent ury, Coca-Cola is considered one of the most valuable brands in the world, whereas Shasta is mostly known in United States, particularly in the West Coast region. Coca-Cola is owned and operat ed by The Coca-Cola Company, and Shasta is currently owned by National Beverage Corp. This report will examine, compare, and analyze both companies in terms of operation, promotion, management, and finance.In addition, SWOT analysis and Porter? s Five Forces will be conducted to evaluate the companies? positions in the industry. The report will also identify several issues that both companies currently face and suggest alternatives and recommendations in order assist Shasta, a subsidiary of National Beverage Corp. , to gain more market shar e. Table 3 exhibits that National Beverage Corp. makes up only about 2. 8% of the soft drink industry in 2010. Company Background Dr. John Pemberton, a pharmacist from Atlanta, invented Coca -Cola in 1886. The world? s largest non-alcoholic beverage company trademarked its name and logo in 1893.After thirty years of establishment, the company went public in 1919. The share price of its initial public offering (IPO) was $40 a share (Datamonitor, 2010). Coca-Cola expanded rapid ly; it is currently available in more than 200 countries and reaches about 99% of the world population (National Geographic Channel, 2011). Consumption rate of trademarked or licensed products amounts to 1. 7 billion servings a day. As of December 31, 2010, the company has 139,600 employees worldwide (The Coca-Cola Company, 2011). Similarly, Shasta was founded in 1889, three years after Coca-Cola. In Northern California, Mt.Shasta, â€Å"a group of businessmen opened a health and vacation resort at the s ite a nd featured naturally carbonated spring water. † The carbonated water received positive feedbacks from clients who stayed at the health and vacation resort . Shortly after, t hese businessmen established Shasta Mineral Springs Company and started selling the product throughout the West Coast region, including California, Oregon, and Washington. In 1928, the company was renamed The Shasta Water Company, and began to diversify its carbonated water line to a segment with more flavors. In 1985, Shasta was acq uired by National Beverage Corp.Despite of the acquisition and product diversification, Shasta is serving the same West Coast market that it was serving decades ago (Shasta Beverage, Inc, 2010). Target Market Coca-Cola views everyone as potential consu mers. Coca-Cola targets all age groups; however, the one with most potential is the age group between 18 to 25 years old , which tends to have busy lifestyles. Furthermore, the company attempts to appeal students and family-ori ented consumers. The socio-economic status of these demographics ranges from lower to upper-lower income level (Grimm, 2000). These are a few characteristics of Coca -Cola? target market. Soft drink Industry 2 Shasta? s main focus is variety. Even though the company sells a variety of cola, the sales of other flavors are better. Statistics show that ethnic groups prefer flavored drinks over cola. Based on this research, Shasta has centered its target market on et hnic groups. Shasta? s demographic targets: low to middle income consumers, less educated individuals, and large families. Psycho -graphically, the company targets individuals who look for value and quality in a product, like Shasta cola, as an alternative to Coca-Cola or Pepsi (C.Anicich, E-mail Interview, April 20, 2011). Table 3: Industry Trends & Comparison Analysis (source: Beverage Digest) Source: Beverage-Digest (Top-10 CSD Results for 2010). II. Operational Analysis ? The Coca-Cola Company Raw Materials Water is the main ingredient used in Coca-Cola? s products. The soft drink is made from diluting water with concentrates and sweeteners. The concentrates used in Coca -Cola? s beverage remains a secret; therefore, the company does not allow filming during manufacturing processes. According to National Geographic (2011), the beverage is made with 90 percent water.Because water? s taste varies at every location, Coca-Cola has to neutralize the water to ensure that its products taste consistently worldwide. The other main ingredient is high fructose corn syrup (HFCS) and since imported sugar is more expensive, Coca-Cola uses HFCS as its principal sweetener. Manufacturing Coca-Cola is the largest player in the non-alcoholic beverage industry. It operates in over 206 countries and has 900 bottling plants and factories worldwide with locations such as Eurasia, Africa, Europe, Latin America, as well as North America (National Geographic, 2011).Due to this, these manufacturers must adhere to strict sta ndards in order to produce sta ndardized CocaCola? s products. Moreover, Coca-Cola manages its manufacturing processes efficiently. For Soft drink Industry 3 example, the new factory in Baton Rouge operates 24 hours a day, five days a week, and can produce up to 4. 5 million beverages in one day. Additionally, in recent efforts to be environmental friendly, the company announces that it will change its electrical equipments and reduce water usage. The decision is projected to save the company approximately one million dollars annually. DistributionsCoca-Cola has the world? s largest distribution system; hence, it is a ble to reach almost every region (Coca-Cola Co. , 2011). The company distributes its beverages to consumers through various retailers, wholesalers, vending machines, and distribution centers. Furthermore, it sells its syrup and concentrates to cafes and restaurants used in fountain drink dispensers. ? National Beverage Corp. (Shasta) Raw Materials National Beverage Cor p. collaborates with many suppliers for raw materials and packages. Moreover, the company consolidates its purchasing function for cost containment purposes (National Beverage Corp. 0K, 2010). This advantage allows the company to compete against major beverage companies. Some of the materials used to produce the beverages are sweeteners, juice concentrates, carbon dioxide, water, glass, p lastic bottles, aluminum cans, paper, cartons, and closures (NBC 10K, 2010). The costs of the materials are very volatile; reasons being are because of gas prices, tariffs, foreign exchange fluctuations, etc. Consequently, the company purchases forward agreements with suppliers to minimize the price increases on certain materials. Manufacturing National Beverage Corp. ets up manufacturing plants strategically. Its twelve manufacturing facilities are located near major U. S. metropolitan cities; thus, enab ling the company to distribute products promptly and efficiently (NBC 10K, 2010). In manufactu ring plants, the company bottles and cans its beverages. National Beverage Corp. believes that ownership of bottling facilities provides a competitive advantage o ver some competitors? dependency on third party bottlers (NBC 10K, 2010). As a result, the company is able build its own competitive advantage and become s more experienced and efficient. Distributions National Beverage Corp. tilizes a hybrid distribution system to deliver products through three primary distribution channels: take-home, convenience and food-service (NBC 10K, 2010). Take-home channel distributes to grocery stores, wholesalers, and warehouse stores such as Costco. Secondly, the convenience channel, which distributes to gas station and convenient stores such as 7-Eleven stores. This channel allows the company to charge higher selling price than the other channels because of lower sales volumes. The last channel is food-service. This channel distributes its products to schools, hotels, airlines, restaurants, a nd other food related places.Soft drink Industry 4 III. Promotional Analysis ? The Coca-Cola Company Word-of-Mouth Consumers are talking about brands and companies every day, and it so happens that a vast number of conversations are about Coca-Cola. According to Keller Fay Group, a research marketing firm, a study of 25,142 consumers shows that Coca-Cola is currently the most talked about brand in America (Wang, 2008). This finding demonstrates and measures the sample of consumers? conversations on a daily basis. In addition, the CEO of Keller Fay Group, Ed Keller, states, â€Å"†¦these brands fall under the realm of „social categories? and have greater frequency of purchase. As a result, consumers are exposed to packaged goods? logos and slogans frequently. The more products consumers purchase daily, the more likely that they are to start conversations about the products within their social circles. The table below exhibits the ten most talked about brands and Coca-Cola is placed first. Top 10 Word-of-Mouth Most Talked About Brands: 1. Coca-Cola 6. Ford 2. AT&T 7. Dell Computers 3. Verizon 8. Sony 4. Pepsi 9. Chevrolet 5. Wal-Mart 10. McDonald's Public Relations Coca-Cola has strong public relations because it is always on the forefront of contributing to the community and society.For instance, Coca-Cola recently announces to the press that it has just established the Coca-Cola Japan Reconstruction Fund, which promises to raise 2. 5 billion yens ($31 million U. S dollars), to assist the reconstruction of Japan over the next three years (â€Å"Coca-Cola raises†, 2011). As a result of this generous act, Coca-Cola will receive great public media presses. Social Media Since the emergence of social media on the Internet, Coca-Cola has increased its presence in the global community. For example, Coca-Cola? s Facebook page has more than 5. 18 million fans and still growing, which makes Coca-Cola? page one of the top fan pages on Facebook (Staff, 2 010). This illustrates the immense community support and brand loyalty the company receives on the Internet. In addition, Coca-Cola also utilizes the Internet as a tool to support the community in charitable acts. Example being, Coca-Cola promises to give one dollar to the Boys and Girls Club every time a Facebook user gives a friend a â€Å"virtual coke;† thus, raising about $126,000 for the organization (Staff, 2010). Overall, Coca-Cola uses the social media for community engagements and also to reach out to more consumers.Global Branding As the first mover in the market, Coca-Cola is currently known as a global brand, not just Soft drink Industry 5 an American brand. For instance, when the company entered the China market in 1928, the first direct translations of Coca-Cola had absurd meanings; such as â€Å"bite the wax tadpole† or â€Å"female horse stuffed with wax. † However, with due diligence and core competency in branding research, Coca-Cola was able t o choose different characters pronounced â€Å"K'o K'ou K'o LE, † which literally means, â€Å"let the mouth rejoice† or â€Å"happiness in the mouth† (Wooten, 2011).This proves that the company takes branding seriously and tackles every global venture strategically by adapting to local cultures. ? National Beverage Corp. (Shasta) Overview In the company? s mission statement, National Beverag e Corp.? s main focus is variety. Its soft drink line has over thirty different flavors with new flavors being tested every day. Its goal is to have consumers identify themselves with particular flavors. As individuals grow older, their likes, tastes, and personalities will change. National Beverage Corp. encourages its consumers to link their transformations to their favorite soft drinks.Its other objective is to promote itself as a friendly soft drink company that everyone can relate to. By using social media platforms such as Facebook, the company is able to reach out to current as well as new consumers. Also, word-ofmouth is known as the greatest influence for consumers ; thus, National Beverage Corp. hopes to satisfy consumers in order to create a word-of-mouth â€Å"boom† effect. Conceivably, this tactic can possibly lure over other consumers who belong to its competitors. The company also follows a consumer-based promotional strategy t hat centralizes on fitting the consumer? image to his or her favorite drink, rather than creating an image for consumers like Coca -Cola. With this, National Beverage Corp.? s promotional strategy can be dissected into parts by engaging the promotional strategy mix: advertisement, public relations, sales promotion, personal selling, and direct mail. Advertising Recently, National Beverage Corp. began showing television and online commercials highlighting its low prices in comparison to larger soft drink co mpanies. These comical commercials exhibit individuals being hit in the heads with a Shasta can; thus , coining the â€Å"Hit in the Head† theme.The end of the advertisement shows a statement, â€Å"Some people wouldn? t know a good deal even if it hits them in the head. † The focal point is to gain a satirical image in the viewers? minds to reiterate the fact that National Beverage Corp.? s soft drinks are usually priced lower than its competitors. Moreover, the vibrant colors used in the commercial highlight the many flavors that the company carries. Public Relations National Beverage Corp. cleverly uses the Internet as a medium to promote its image as a â€Å"neighborhood friend† to its consumers.By utilizing Facebook, the company starts a monthly promotional page called â€Å"Shasta Pop,† which is maintained by its employees who post three to four weekly highlights. These posts mainly discuss about advertising soft drinks, especially around the holidays. In addition, there are recipes on how Shasta can be combined in daily cooking. Soft drink Industry 6 Sales promotion Presently, based on its â€Å"Shasta Pop† Facebook page, National Beverage Corp. uses a Shasta van that travels around California and gives out free soda cans, discounts, coupons, and T-shirts. This promotional tactic is known as â€Å"Sha sta Pop Stops. For example, to promote new flavors, Stater Bros. will be inviting the Shasta pop van with KFROP radio station to its store locations. Moreover, fans are able to follow the Shasta van by tuning in to some of their local radio stations. Personal Selling In terms of sales, National Beverage Corp. mainly conducts business with local retail grocery stores. In order to promote its products, it offers attractive discounts to retailers through partnerships. For example, a retailer that chooses to place National Beverage Corp.? s products in front of the store will receive a higher profit for every sale. Direct MailAs Internet usage increased exponentially over the years, National Beverage Co rp. uses the Internet to send promotions to consumers via E -mail. Subscribers of â€Å"Shasta Pop† Facebook page receive periodic coupons through their Facebook? s wall and E-mail accounts. IV. Financial Analysis ? Sales Graph 1 shows that Coca-Cola generates most of its revenue from international markets. The U. S. revenue accounted for 31. 7% of the total revenues in 2010, which was $11. 1 billion, a gain of 34. 6% compared to 2009 revenues. Moreover, international markets made up 74. 1% of the total revenues in 2010, which was about $23. billion, an increase of 4% compared to 2009 international revenues. The significant growth in U. S. sales can be traced to the gain from the acquisition of Coca-Cola Enterprises and the growt h of its other beverage products, such as Fuze, Trademark Simply, and tea. However, international market sales rose slightly due to the concurrent growth in emerging markets as well as a decline in developed markets. Additionally, the unfavorable impact of foreign curren cy exchange rates was primarily responsible for a stronger U. S. dollar compared to other currencies (Coca-Cola, 2011, p. 63). Graph1: Coca Cola 2010 Sales by Segment 3% 0% 7% 13% 11% 14% 32% Source: 2010 Coca – Cola 10-K Report Soft drink Industry Eurasia & Africa Europe Latin America North America Pacific Bottling Investment Corporate 7 On the other hand, National Beverage Corp. sells its products to U. S. market only. Therefore, its domestic sales account ed for 100% of the total revenue in 2010, which was $593. 5 million, an increase of 3. 2% from 2009. Robust revenue in 2010 resulted from growth in the sales of case volume of 1. 2% for energy drinks, juices a nd waters; and 5. 1% for branded carbonated soft drinks. Moreover, â€Å"unit pricing increased 0. % which mostly due to positive product mix changes. The improvement was partially offset by a decline in allied branded volume† (NBC, 2011, p. 13). For the past six years, Coca-Cola increased its revenues and ne t incomes with average growth rates range from 8% to 18% annually. In 2005, sales were only $23. 1 billion. However, 2010 sales amount ed to $35. 1 billion, an increase of 13% from 2009. Additionally, 2010 net income was $11. 8 billion, an increase of 72% from 2009. The large growth was due to when the company acquired Coca-Cola Enterprises in October 2010, it recorded other income of $4. 8 billion.However, Coca-Cola experienced drawbacks in 2009 after the 2008 market crash. Its revenue dropped 3% to $30. 9 billion; nonetheless, its net income still gr ew to 17. 5% during 2009 as a result of price increase and effective cost cutting method of operating expenses as well as cost of goods sold (see Table 1). Even though National Beverage Corp. did not experience as much growth as Coca-Cola in its financial statements, its revenues have also been rising steadily since 2005. In 2010, revenue reached its highest level at $593. 5 million, an increase of 3% from 2009. Likewise, 2010 net inc ome was $32. million, an increase of 33% from 2009, primarily due to â€Å"higher sales volume, favorable changes in product mix and lower raw material costs† (NBC 10 -K, 2010, pg 13). Since 2005, revenue increased with an average of 3% per year, and net income growth averaged 11% annually. National Beverage Corp. experienced some setbacks in 2008 when the recession occurred. Though revenue increased, net income decreased by 9% to $22. 5 million (see Table 2). Table 1: Coca Cola Company (2005 -2010) (in millions) 2010 2009 2008 2007 2006 2005 Net Oper. Revenue 35,119 30,990 31,944 28,857 24,088 23,104 Cost of goods sold 12,693 11,088 11,374 10,406 ,164 8,195 S elling, general and admin expenses 13,158 11,358 11,774 10,945 9,431 8,739 Net Income 11,859 6,906 5,874 Source: sec. gov (Coca – Cola Company 10-K Consolidated Income Statement) 5,981 5,080 4,872 Table 2: National Beverage Corp. (2005 -2010) (in thousands) 2010 2009 2008 2007 2006 2005 Net sales 593,465 575,177 566,001 539,030 516,802 495,572 Cost of sales 396,450 405,322 393,420 365,793 349,131 340,206 S elling, general and admin expenses 145,159 131,918 138,447 137,212 135,090 130,037 24,742 22,480 24,682 22,226 16,886 Net income 32,853 Source: sec. gov (NBC 10-K Consolidated Income Statement) Soft drink Industry 8 ?Financial Overview According to data compiled by Bloomberg, Coca-Cola, leader in non-alcoholic beverage industry, is valued at $153. 15 billion via the market capitalization method. On the contrary, National Beverage Corp. , on the mid-size market capitalization roster, is valued at only $628. 23 million. In another word, Coca-Cola? s value is approximately 244 times more than National Beverage Corp.? s. Table 1 and table 2 show the income statements for these two companies for comparison purposes. Coca-Cola has been able to increase its revenues year after year and recorded top net sales at $35. 1 billion in 2010. Gross margin was 63. %, or another way of interpreting this i s the company took away $0. 639 per dollar of sale. Furthermore, after all expenses and income tax deductions, $0. 336 was net income per dollar of sale. The company boosted its bottom line from $6. 8 billion to $11. 8 billion primarily through revenue growth ($31. 0 billion to $35. 1 billion). For costs associated with cost of goods such as selling, general and administrative expenses (SGA) and income tax, a ll increased as a percentage of sales. However, the growth in revenue contributed enough to still see net income improve (Coca-Cola, 2011). Similarly, National Beverage Corp. as also been able to increase its revenue; therefore, increasing its net income year aft er year. Gross margin in 2010 was 33. 2% compared to 29. 5% in 2009. Due to lower economies of scale, National Beverage Corp.? s largest expense has been consistently cost of goods sold. Even though the company was able to reduce cost of goods sold expense from 70. 47% to 66. 80%, this expense was still high and is fin ancially harmful. However, the reduction in cost of goods sold in 2010 was a major driver that led to a bottom line growth from $24. 7 million to $32. 9 million (NBC 10-K, 2010). ? Financial Ratios Analysis Coca-ColaCOKE (KO:US) Current Quick ROA ROE Assets Turnover Inventory Turnover A/P Turnover A/R Turnover 1. 17 0. 85 14. 82% 42. 32% 0. 58 5. 07 times or 72 days 7. 88 times or 46. 32 days 8. 58 times or 42. 54 days LTDebt to Assets Total Liabilities to Total Assets Interest Coverage 0. 19 0. 57 19. 43 Coca-Cola? s financial ratios indicate that the company is in good health. In respect to profitability, return on assets (ROA) was 14. 82% and return on equity (ROE) was 42. 32%. These figures help the investors to assess management performance. Furthermore, liquidity indicators measure the company? s ability to meet short-term obligations.In 2010, current and quick ratios were 1. 17 and 0. 85, respectively. The quick ratio presents a more stringent figure on liquidity. Even though the â€Å"Golden Rule† states that it should be at least one, a figure like Coca -Cola? s can Soft drink Industry 9 be considered normal for a multinational company. Solvency calculations include long-term debt to total assets as well as total liabilities to total assets, which calculated at 0. 19 and 0. 57, respectively. Additionally, the interest coverage ratio, which indicates how many times interest expense is covered by operating profits before taxes and interest are factored in. Coca-Cola? interest coverage ratio was 19. 43, which meant operating profit was about 19 times larger than interest expense. Although there were not enough liquid assets to satisfy current obligations (total liabilities to total assets ratio of 0. 57), operating profit was more than adequate to service the debts. In addition to the calculations above, activity ratios measure how effective the company is utilizing its assets. Assets turnover, the amount of sales generat ed for every dollar's wor th of assets, was 0. 6. Inventory turnover, indicates how many times a company's inventory is sold and replaced over a period, and calculated at 5. 7 times per year or every 72 days. This shows that inventories were managed well. Accounts payable, represents an entity's obligation to pay off a short-term debt to its creditors, was 7. 88 times or every 46 days. Accounts receivable, is used to quantify a firm's effectiveness in extending credit as well as collecting debts, reported at 8. 58 times per year or every 43 days (Coca-Cola, 2011). National Beverage Corp. NBC (FIZZ:US) Current Quick ROA ROE Assets Turnover Inventory Turnover A/P Turnover A/R Turnover LT-Debt to Assets Total Liabilities to Total Assets Interest Coverage 2. 30 1. 71 20. 1% 21. 05% 2. 35 10. 67 times or 34. 21 days 8. 12 times or 45 days 11. 04 times or 33. 06 days N/A 0. 41 432. 13 For a mature company like National Beverage Corp. with a much smaller market capitalization, financial ratios indicate good perform ance year after year. Profitabi lity ratios like ROA and ROE were 20. 51% and 21. 05%, respectively. These returns on investment calculations were well above the industry? s average, which is very impressive. Liquidity indicators, such as current and quick, were 2. 30 and 0. 9, respectively. Unfortunately, these figures were below the industry? s aggregate.In regards to solvency indicators, total liabilities to total assets ratio was 0. 41:1 or $0. 41 debt for every dollar of asset. National Beverage Corp. used little or no debt in its capital structure and may have less financial risk than the indu stry? s aggregate. This increased the interest coverage ratio to 432. 13, meaning operating profit was 432 times larger than interest expense. Lastly, an activity ratio, such as total assets was $2. 35 revenue generated per dollar of asset. Inventory was presented at 10. 67 times per year, or every 34 days of cost of goods sold tied up in inventories.Accounts payable ratio indicates that the company collected 8. 12 times per year or every 34 days. Accounts receivable, reported at 11. 04 times per year or about every 33 Soft drink Industry 10 days worth of sales outstanding. In conclusion, National Beverage Corp. also appears to be in good financial standing. V. SWOT & Porter’s Five Forces Analysis ? SWOT Analysis Coca-Cola SWOT Analysis Strengths: Weaknesses: – Strong brand image and customer loyalty – High fixed costs of business – Robust global infrastructures and distribution – Several product recalls system – Higher prices compared to others Various product offerings – Solid financial condition and market presence Opportunities: Threats: – Expand to other developing countries – Change in customer preferences – Offer new beverages/drinks – Global economic recession – Shift focus to volume/price/ mix – Foreign exchange fluctuations National Beverage Corp. SWOT Analysis Stre ngths: Weaknesses: – Diverse product offerings – Low profit margin – Hybrid distribution system – Limited to U. S. market only Opportunities: – Expand to other neighboring countries – Offer new beverages/drinks – Increase in the non-alcoholic beverage ndustry ? Threats: – Change in customer preferences – Global economic recession – Rising cost of inputs – Competition from major beverage manufacturers Porter’s Five Forces (Soft Drink Industry) Threat of new entrants (Low): (H): Low switching cost for buyer, Low product differentiation (L): High economies of scale, High capital requirement, Low access to distribution channel Power of buyers (Moderate-High): (H): Low switching cost for buyer, Moderate product differentiation for supplier (L): Low purchase volume for buyer, Low threat of backward integration Power of suppliers (High): H): High switching cost to another supplier, High suppliers? concentra tion, Low availability for product substitute Soft drink Industry 11 (L): High importance of customer, Low t hreat of forward integration Threat of substitute product (Moderate-High): (H): High differentiation of substitute product (L): Low price performance relationship Intensity of Rivalry (Very high): (H): High number of competitors, Low industry growth rate, high fixed cost and storage cost, Low switching cost for buyers, High exit barriers (L): None Threat of New Entry (Low) Supplier Power (High)Competitive Rivalry (Very High) Buyer Power (Moderate High) Threat of Substitution (ModerateHigh) VI. Management Analysis The management analysis section will examine management structures, corporate policies, mission statement s, and vision statements of both The Coca-Cola Company and the National Beverage Corp. The management structure segment will explore the corporate leaders and executives as well as the workplace environment. A segment on corporate policy will observe responsibili ties and ethics expectations of every employee. The last segment will analyze each company? mission and vision statement and what it means to the company. ? The Coca-Cola Company Management Structure Management at the corporate level is headed by Muhtar Kent, Chairman of the Board of Directors and Chief Executive Officer. Other top officers at the Coca -Cola Company include Executive Vice President Irial Finan, Chief Financial Officer Gary Fayard, President of North America Alexander Douglas, and President of Latin America Jose Reyes. Soft drink Industry 12 Coca-Cola creates a winning culture by developing a diverse workplace. At the core, there is the â€Å"right employee† value proposition, which is directly ffected by four key values. These values are finding the right talent, right capabilities, right leaders, and the right workplace (Global Diversity, Our Strategic Framework 2010). In order to create the right workplace, the company must sustain positive diversity and fa irness on all levels of operations. Finding the right talent relates to matching the right people with the market they serve. Building the right capabilities is about sharing social culture and knowledge in the workplace. The right leaders leverage talent in the workplace to achieve superior results across the business.Coca-Cola Company currently employs 139,600 people, also known as â€Å"associates† (Businessweek, 2011). Corporate Policy and Ethics The Coca-Cola Company has been able to enhance its reputation through integrity and ethical conduct. Therefore, it is important for the company to safeguard these values and set standards to ensure employees do the right thing. The company? s Code of Business Conduct covers guidelines on integrity around the globe, internal as well as external integrity, and conflicts of interest. Mission and Vision Statement The Coca-Cola Company has set long term road-map of acquiring its bottling partners.The 2020 vision defines the company? s attitudes and behaviors that are required to turn the vision into reality. Furthermore, Coca-Cola? s mission statement serves as a guideline for company? s actions and decisions (Mission, Vision, Values, 2010). ? National Beverage Corp. Management Structure The executive team at National Beverage Co rp. is led by Chairman of the Board and Chief Executive Officer Nick A. Caporella. Other top officers include President Joseph Caporella, Principal Financial Officer George Bracken, Executive Vice President of Procurement Edward Knecht, and Chief Accounting Officer Dean McCoy.National Beverage Corp. has been able to create a winning cultur e through several key factors. First, t he company works as a whole towards strength, knowledge, and longevity of management team ([NBC] The Difference, 2010). Its seco nd factor is the flexibility to plan globally and act locally, this includes the process of vertical integration, hybrid distribution, and basket of beverages ([NBC] The Difference, 20 10). The company currently employs 1,200 workers (Businessweek, 2010). Corporate Policy and Ethics Ethical conduct is vital to ensure successful and lasting business relationships (National Beverage Corp.Code of Ethics, 2007). National Beverage Corp. also sets high standards of ethics for all its employees, supervisors, and managers. These include the procedures for the employees to act accordingly when dealing with the following: ? Conflicts of interest ? The use of entertainment, gifts, and payments Soft drink Industry 13 ? Relationships with customers or suppliers, and government employees ? Receipt of items by National Beverage Corp. employees ? Complete and accurate financial records as well as communication ? The use of company assets ? Workplace environmentMission and Vision Statement National Beverage Corp. continually strives to set a higher standard for value, quality, variety and innovation as a leader in the beverage industry ([NBC] The Difference, 2010). It continually positions itself as a unique beverage company with innovative ideas. Furthermore, the company places its people, products research and development, environment, packaging, and consumers at its forefront to create innovative advantages for the company. VII. Alternatives Financial Objectives According to most observers, there are two strategies for achieving superior erformance in any business. One strategy is product and service differentiation; the other is low -cost leadership. In National Beverage Corp.? s case, it is appropriate to suggest a low-cost leadership strategy. This method focuses on consumers? attention on product pricing, often using such slogans as â€Å"everyday low prices† or â€Å"the lowest price in town. † The goal is for the company to become the lowest cost producer in the marketplace so it can underprice the competition, achieve the highest sales volumes, and still make a profit on each sale.This can be attained by making quantity discount purch ases, having a lean administrative structure, and using production efficiencies from vigorous cost containment. As the business environment changes, few companies actually pursue just one strategy. Most will attempt to implement both-developing customer loyalty while controlling costs. National Beverage Corp.? s management will now ha ve to decide to: (1) improve profit margin, (2) increase asset turnover (more sales volume or fewer assets), or (3) both. In this case, it is best for management to formulate goals to increase profit margin.Profit Margin ROA and Competitive Advantage 30 25 20 15 10 5 0 NBC 0 0. 5 1 1. 5 2 Assets Turnover Soft drink Industry 2. 5 3 COKE 14 Strategic Objectives The core business from these two companies stems from the production of soft drinks. Coca-Cola has its Coke line as National Beverage Corp. has Shasta. Unfortunately, there are many products within Nat ional Beverage Corp. that cause brand dilution. To overcome this effect, the company can shift f ocus back to the Shasta brand and eliminate low performing players. This will in turn, strengthen Shasta and consolidate the brands that are left.Some alternatives the company may want to consider are broken down into short-term and long-term. Short-term In order for Shasta to gain greater brand recognition in a short time, it is imperative that National Beverage Corp. increases its marketing budget. Several possibilities to better market Shasta are: ? Advertise at college sports events ? Target more local domestic stores to increase â€Å"Buzz† effect ? Use celebrity advertising, specifically o lder television show celebrities ? Create a new commercial that is consistent with the marketing strategy of Shasta (example: promote self-identities of consumers through favorite soft rinks) These potential marketing strategies all focus on strengthening Shasta? s brand image. They also allow the company to remain consistent with its overall marketing plan. Long-term Further analysis shows that Shasta? s range of consumers is very narrow. The company only distributes in four states: California, Arizona, Utah, and Minnesota. Several approaches to increase sales of Shasta are: ? Distribute to more states ? Develop distributing partnerships with large retailers like Target Expanding distribution channels will boost sales of Shasta. The residual income can then be used to invest in building new production plants.Moreover, developing contracts and partnership s with large retailers like Target will ensure greater product placement, therefore, revamp brand awareness among consumers. VIII. Recommendations Short Term Create a new commercial that is consistent with the marketing strategy of Shasta Shasta rarely advertises on TV or online. However, it does have a popular commercial, which aired recently, â€Å"Hit in the head. † Unfortunately, it is neither good nor interesting. Besides, it does not match with the company? s current marketing strategy to have cons umers identify themselves with their favorite beverages.If Shasta is able to create a different approach for its advertising method and follow its marketing strategy, it may be able to obtain greater brand recognition and market shares in the soft drink industry. Since Shasta is National Beverage Corp.? s core competency, the company should approach the consumers based on this beverage line. The best way is to create a commercial that promotes self-identity based on the flavors that Shasta offers. With the target market being very diverse, this new commercial might appeal not Soft drink Industry 15 to just different ethnic groups, but also younger consumers who like to be different and unique.Long Term Develop distributing partnerships with large retailers to increase p rofit margin In 2010, National Beverage Corp. had a 66% cost of sales ratio, whereas Coca-Cola had 34. 3%. National Beverage Corp. „s cost of sales was excessively high for industry? s standard; therefore, was the primary cause of low profit margin. In order to increase profit margin, the company should lower its production costs by achieving larger economies of scale through building or developing distributing partnerships with large retailers like Target. This in turn will lower production and distribution costs.Consequently, Shasta cola brand will be availa ble to many other states and reach more consumers and markets; thus, boosting revenue and total sales volume. Soft drink Industry 16 XI. Bibliography About National Beverage Corp.. (2009, January 1). National Beverage Corp.. Retrieved March 28, 2011, from http://www. nationalbeverage. com/10AboutNBC. htm Coca Cola Company. (2008, Feb. 28). 2007 Form 10-K. Retrieved March 29, 2011, from http://sec. gov/Archives/edgar/data/21344/000119312508041768/d10k. htm Coca Cola Company. (2011, Feb. 28). 2010 Form 10-K. Retrieved March 28, 2011, from http://ir. thecoca-colacompany. com/phoenix. zhtml? =94566&p=IROLsecToc&TOC=aHR0cDovL2lyLmludC53Z XN0 bGF3YnVzaW5lc3MuY29tL2RvY3VtZW50L3YxLzAwMDEwNDc0NjktMTEtMDAx NTA2L3RvYy9wYWdl&ListAll=1&sXBRL=1 Coca-Cola Raises Total Pledge to 2. 5bln Yen for Japan Relief. (2011). Asia Pulse. Datamonitor. (2010, Apr. 15). National Beverage Corp: Company Profile. Datamonitor Company Profiles Authority. Retrieved March 27, 2011, from http://search. ebscohost. com. lib-proxy. fullerton. edu/login. aspx? direct=true&db= buh&authdb=dmhco&AN=7E22BD44-DB90-4E61-AE79-F5F25D7169FB&site=bsilive Datamonitor. (2010, May 28). The Coca Cola Company: Company Profile . Datamonitor Company Profiles Authority.Retrieved March 27, 2011, from http://search. ebscohost. com. lib-proxy. fullerton. edu/login. aspx? direct=true &db=buh&authdb=dmhco&AN=37CB5616-D04E-49EE-9F5CFFE75047D6FF&site=bsi-live Disclaimer/Terms of Use. (2009, January 1). National Beverage Corp.. Retrieved March 27, 2011, from http://www. nationalbeverage. com/SiteInfo. htm Events & Promotions – Shasta. (2010, January 1). Shasta Beverages , Inc. Retrieved March 28, 2011, from http://www. shastapop. com/events-promotions/ Grimm, M. (2000). Drink me. American Demographics, 22(2), 62-63. Marketing Mix (4 p's) – Promotion and Promotional Strategies. (2010).Welcome to Learnmarketing. net – Learn about Marketing here. Free Marketing Education, Lessons and Marketing Resources. Retrieved March 27, 2011, from http://www. learnmarketing. net/promotion. htm Mission, Vision, & Values. (2011) Retrieved April 10, 2011, from http://www. thecoca-colacompany. com/ourcompany/mission_vision_values. html National Beverage Corp. (2007, Jul. 12). 2007 Form 10-K. Retrieved March 29, 2011, from http://sec. gov/Archives/edgar/data/69891/000095014407006550/g08320e10vk. htm National Beverage Corp. (2007). National Beverage Corp. Code of Ethics. National Beverage Corp: Author National Beverage Corp. 2009). The Difference – Our Vision. National Beverage Corp.. Retrieved April 10, 2011, from http://www. nationalbeverage. com/ 32OurVision. htm National Beverage Corp. (2010, Jul. 15). 2010 Form 10-K. Retrieved March 29, 2011, from http://sec. gov/Archives/edgar/data/69891/000095012310065795/g24048e10vk. htm Soft drink Industry 17 National Beverage Corp. (2011, Jan. 21). National Beverage Corp (FIZZ). Value Line Investment Survey, p. 4633 National Geographic Channel. (2011). Ultimate Factories [Web]. Available from http://channel. nationalgeographic. com/series/ultimate-factories/5151/Overview#tabVideos/09750_00 Nguyen, J. Interviewer) & Anicich, C. (Interviewee). (April 20, 2011). Shasta Target Market [E-mail]. Shasta Beverage, Inc. (2010). Our History. Retrieved April 17, 2011, from http://www. shastapop. com/history/ Sicher, J. (2011, March 17). Beverage-Digest. Top-10 CSD Results for 2010, 59(5), Retrieved from http://www. beverage-digest. com/pdf/top-10_2011. pdf Staff, J. (2010). Coke, Pepsi like ‘net gains; cola rivals' fans on Facebook, twitter help steer, sell the brands. The Atlanta Journal- Constitution, 13A. The Coca-Cola Company. (2010). Code of Business Conduct: Acting with Integrity Around the Globe. Coca-Cola Company: AuthorThe Coca-Cola Company (2010). Global Diversity Our Strategic Framework. Coca-Cola Company: Author The Coca-Cola Company. (2011). The Coca-Cola Company Fact Sheet. Retrieved April 17, 2011, from http://www. thecoca-colacompany. com/ourcompany/pdf/Company_Fact_Sh eet. pdf Van Liew, NC. (2011, Jan. 28). Coca-cola (KO). Proceedings of the Value Line Reports for The Dow 30. Available from http://www3. valueline. com/dow30/f2084. pdf Wang, E. (2008). Study: Coke, the most talked about brand in America. Brandweek, 49(38), 009. Wooten, A. (2011). Preserving brand strength in global markets. Deseret News, WEB. Soft drink Industry Coca Cola Analysis The Coca Cola Company The company that I have chosen for my course project is the Coca Cola Company. The reason for my selection is simple, I am impressed with growth associated with Coca Cola and plan on further researching and analyzing how such growth of this magnitude is possible. The company was founded in 1886 by John Pemberton as a simple soft drink, created solely out of curiosity. John Pemberton, a pharmacist, mixed together the caramel flavored carbonated drink and initially starting selling it for 5 cents.Now 126 years later, Coca Cola has more than 3500 beverages, sold in over 200 countries and employ more than 146,200 employees. What debuted as a simple soft drink in an Atlanta pharmacy, now has a global success rate of 1. 8 billion servings per day. Product List The following product list is from research gathered covering the Coca Cola drinks of the North American Region in the United States. Globally Coca Cola has over 3500 products. The products sold solely in the Un ited States range from juices, energy drinks, soft drinks, coffees, teas, sports drinks and drink mixers.Coca Cola diverse efforts to cover every aspect of liquid drinks, whether for sporting events or simply enjoyment, have made up a total of XXXXXX in the United States alone. The original Coca Cola product was first introduced in 1886 and distributed nationally by 1899. Today you can find your favorite Coca Cola product literally anywhere in the world. Due to higher concerns for health and nutrition, in 2007 Coca Cola furnished caffeine content per serving along with already available nutritional information. Product Lines and MixThe Coca Cola Company has 7 product lines within their beverage selection. They all fall into the non alcoholic liquid beverage sold in restaurants, stores, vending machines and distribution companies in the United States. Of the 7 product lines (see table A below), you can see that the most variety falls under the soft drink line with over XXXXX of produ cts. Table A. Product Coca Cola Products have some of the most distinct flavors. At times they were criticized for adding certain ingredients, such as cocoa leaves, to enhance flavor and increased desire to drink the soft drink.Today the Coca Cola products sold in stores in the United States range from carbonated delightful drinks, to sports drinks used to fuel the body with electrolytes (See Table B. below). Coca Cola's first product was actually made by mixing a â€Å"fragrant, caramel flavored liquid and combined with carbonated water. (Coca Cola Co. , 2012). It became an almost instant sensation and today Coca Cola owns some of the favorite soft drink products sold in the U. S. such as Dr. Pepper, Sprite, PowerAde, Minute Maid, and Dasani. Table B. |Type of Drink | Popular | |Soft Drinks |Carbonated -flavored |Coca Cola- Sprite | |Juices |Non carbonated fruit drinks made from real fruit juice and |Minute Maid Lemonade | | |flavoring | | |Energy Drinks |Energy carbonated drink s made from Ginseng and Tuarine |Monster Energy | |Sports Drinks |Combines carbohydrates with fluid for hydration |POWERADE | |Tea / Coffee |Iced Coffee and Tea |Nestea | |Water |H20 |Dasani | |Other |Drink mixers, lactic drinks, and coffee blend |Bacardi Mixers | Include competition and SWOT ANALYSIS here before final draft!!! Branding Founded in 1886, the now famous brand that can be found world wide, Coca-Cola is the face to many different popular brands that we find on store shelves. In the 1950's Fanta joined Coca Cola only to be followed by Sprite, Tab, Minute Maid, Mr. Pibb, and Mello Yello.In the 1980's the famous brand Diet Coke and Cherry Coke were added, and the 1990's brought about the PowerAde and Dasani era. The Coca Cola logo has remained unchanged and impressively a letter script font so simple has become globally recognized. Packaging In 2010, Coca Cola switched from â€Å"The Coca Cola Management Company (TCCMS)† to the â€Å"Coca Cola Operating Requiremen ts (KORE)† to ensure quality, and product safety. Coca Cola holds a high standard in packaging and quality control of their operations. Coca Cola is consistently refining their efforts to maintain a high level of packaging and implementing new requirements as deemed necessary.Since Coca Cola is packaged globally, the â€Å"KORE† has implemented a set of requirements that are must be in accordance with packaging guidelines in order to protect the integrity of the product wherever it may find it's destination. The Coca Cola company first started bottling their product in 1894 in a now commonly known bottle called a â€Å"Hutchinson†. You can now find the product in a 6. 5oz, 10oz, 12oz. , 26oz. , bottle, plastic and aluminum containers. The product can also be found in a concentrate form. Sold in a carton box with the concentrate inside a plastic sealed bag, restaurant owners can then connect to their carbonated mixers and serve fountain drinks. Product FeaturesCoc a Cola has some very unique features and on top of having a patented flavor that has literally been untouched since its' debut in the late 1800's, the Coca Cola Company has now expanded it's diverse taste palette to accommodate anyone’s preference of taste. From soft drinks, to energy drinks, you can literally find a match from a Coca Cola product. One of Coca Cola's biggest product features is that you can find your favorite product shelved at a local store, anywhere in the world. A great product feature is that you can purchase it in bulk or by a single unit. Labeling The Coca Cola Company provides several labels for their customers to attain facts of the beverage that they are consuming.Nutritional Facts and UPC codes can clearly be found on Coca Cola Products. Since 2007, Coca Cola began furnishing a detailed â€Å"caffeine content in addition to nutritional information already provided. † ( Coca Cola, 2012). As of 2008, Coca Cola began providing â€Å"servings-pe r-container† and â€Å"calories-per-serving† for all customer's. Finally in 2009, Coca Cola's packaging was formatted differently to provide an immediate visual presentation of the calorie content on front of packaging. Competition It is no secret that Pepsi Cola Company is Coca Cola's direct competition. For many years we have seen the on going marketing battle of the two companies literally feuding via commercial air waves.The long battle is due in large part to Pepsi's direct marketing strategy to out due or match every single move that Coca Cola makes. The shadow-like improvements of each mega marketing campaign have proven to be cornerstones in marketing and advertising trends that we see today. The mega moves and strategies that each company has the ability to afford are a great tools for any company to take notes on and follow suit. Interestingly enough, Pepsi competes with Coca Cola in a different approach; Coca Cola has over 3500 soft drink products and Pepsi w orked its' way into marketing their brands of chips, oatmeal, snacks, cereal, teas, soft drink PricingDue to the variety of sub- brands under Coca Cola, price segmentation is in place due to the different markets and global distribution pricing as well. In the United States, Coca Cola Company and Pepsi Cola have become mega players in the oligopoly market. With less competitors, and the same brand names seeking larger market share, the pricing strategy on a product that sometimes can be found for $1. 00 U. S. , is uniform delivered pricing. (Lamb, Hair, McDaniel, 2012). Since distribution is world wide, the companies prefer to factor in their own freight and production costs, to deliver the price demand that competitors are available to offer. There is a mutual agreement when in a market such as oligopoly.The pricing strategy is still competitive pricing strategy, due to the fact that if Coca Cola decided to lower prices, Pepsi Cola would soon follow suit to stay within the target m arkets price demand. It is also very realistic that when competitors raise or lower prices, the opposing players can decide not to match opposing prices as a strategic stronghold to maintain position in economic market spot. In a recent article from the â€Å"News by Industry†, Pepsi announced a â€Å"festive promotional price cut† and sources close to Coca Cola said that they would not match the cut. (â€Å"Pepsi to Cut†, 2012) Since the beverage commission has very little companies with a lot of buyers, the pricing strategy is competitive and based on competitors pricing.Pricing in this market is very elastic and companies have the ability to change pricing as they wish depending on their geographic locations. The pricing in vending machines can also vary since labor costs do not exist and can basically sell the product all day, every day. The pricing strategy on Coca Colas different product sizes is extremely strategic. Depending on where you purchase the pro duct from, prices will vary. According to a recent poll question asked on Yahoo, â€Å"how much does your Coca Cola cost where your at? †, average cost on a 20oz. bottle of Coke is about $1. 25, average cost for a 2l bottle of Coke is about $1. 10, nationwide. Promotional pricing can be found regularly on 2l bottles and packages with larger per volume products.The pricing strategy is tactical and allows for consumers to feel the need to upgrade to save on price and increase volume. The most expensive form of consumer product purchase is the 5 gallon â€Å"bag in box† form. This concentrated syrup is usually purchased by restaurants/bars industry, and can yield 30 gallons of fresh fountain product. This price also varies on your geographic location and distributor, but on average here in Texas can be purchased from Sam's Club for $69. 83. (Sams, 2012) When sold in restaurants, soft drinks now sell for about $2. 00 for a 10-16oz glass, making it extremely profitable and cost effective to purchase the concentrate.On the other hand, Coca Cola benefits for simply selling the concentrate and less costly forms of packaging. Place Since Coca Cola is one of the most popular soft drinks in the world, distribution is in high demand and in a multitude of channels. The distribution method that is used by Coca Cola is in the Fast Moving Consumer Goods. Here the products do not rely on a long shelf life and due to the moderate and easy pricing, products are in high demand, sell at a high rate and distribution is high. Ranging from mobile vendor carts on the streets to some of the large amusement parks such as Disneyland and 6 Flags, distribution is effective in every form.At the end of the day when added up globally, Coca Cola is at the top of the beverage consumption list. Some of the many distribution channels include the following. Mobile/ cart vendors- mobile vending can satisfy consumers conveniently at their location instead of having the consumer come to a retail store or stand. Provides easier access to consumers in special events or parks with the satisfaction of a cold beverage in any location. Vending Machines- with an occasional restocking visit, a vending machine provides an assortment of products at no labor cost. The vending machine provides product to areas that are remote or not within walking distance to the store, accessibility and great advertising.Vending machines are favorites in schools and business lounge areas. Retail stores / grocery stores- with places such as Wal-mart, this allows for a wide array of variety to be shelved and advertised while selling the product. Coca Cola holds contracts and agreements to provide for strategic placement of their product so that the first visual product such as Coke is in plain site. Competitors products are pushed to the end of the aisles. Hotels, Restaurants, Cafe- This is by far the largest number of consumption since restaurants and bars use a large number of soft drinks an d mixers. Contracts and sponsorships with these locations provide for major distribution.Amusement Parks, Museums, Civic Centers- Areas like Disneyland and 6 Flags over Texas are the biggest types of distribution forms. Amusements Parks hold concerts and special events where the â€Å"official beverage† of the theme park are displayed profoundly. Within the park are restaurants and food courts that are also limited to selling the â€Å"official beverage† adding to the large number of distribution methods. In a recent article provided by Beverage World, â€Å"Six Flags Entertainment Corp. and The Coca-Cola Company have announced a 10-year extension to their partnership agreement, designating Coca-Cola as Six Flags' official beverage sponsor for all domestic parks. (â€Å"Coke, six flags,† 2012) With a partnership agreement of this magnitude, competition is increased due to the large number of exposure and distribution that is provided. Coca Cola has had this sam e contract with 6 Flags for the last 50 years. Any media that is released or furnished by 6 Flags Over Texas, (i. e. Twitter, Facebook, Yahoo) will automatically provide the â€Å"Coca Cola-Official Drink† stamp. With a consistent strategic placement in a venue such as ginormous as an amusement park, it can be said that all of Coca Cola distribution channels undoubtedly cover important areas to contribute to the 1. 8 billion serving per day in over 200 countries. Promotion Communication StrategyA communication strategy is the way in which a company relays information for the products or services to reach the consumers hands and attention. The Coca Cola Company has several strategies which it employs to reach their target market. In order to reach the correct target market a strategic and precise strategy must be applied. Although specific, detailed marketing information could not be obtained, in 2006 roughly $2. 6 billion dollars were used for advertising expenses in pursuit of reaching a solid communication strategy. In 2000, only $1. 7 billion was spent on advertising. (Coca-Cola FAQ. 2012) In my summary the amount of advertising investments paid in relation to dividends generated will be defined.According to a recent article by Forbes Magazine, The Coca Cola Company is at the top of all beverage companies, and ranked #3 among the most powerful brands in the world. Forbes Magazine also estimates Coca Cola's advertising expenses at around 3. 2 billion (Badenhausen, 2012) In order to form a powerful communication strategy, the target audience must be defined. The following target market is what Coca Cola has found to be beneficial for the companies growth. . Young athletes- young athletes are a good source to start with. By increasing product awareness at a young age, you inspire taste bud recollection and a higher return. Young athletes are easier to inspire with promotional ads, billboards and endorsements from professional athletes. More of the sport s drinks and water fits into this category.High School Athletes- High school athletes are constantly looking up to professional collegiate athletes. Adding the endorsement incentive to these young athletes is a primary step in increasing product consumption. Sponsorships Collegiate Athletes- here athletes are influenced by professional figures and the hopes of the Olympics. Endorsement deals are larger here since the competition is fierce with hungry rising, mature individuals. Sponsorships Pro Athletes- Endorsements are the main source of advertising. Professional athletes are the main element of advertising and sports drinks are seen everywhere. Young Adults- Non Athletes- Clubs, bars, and nightclubs are the focal point in order to attract this demographic.Professionals- very open form of market. Basically all elements of the previous demographics factor into the professionals. This is an ongoing form of demographic that derive from the adolescent to present day professional. Larg e Audience- there is no specific market here as it applies to the whole general consumer base as a whole. It is the maximum exposure that creates a large audience base. Olympians- The entire universe participates in these events and are a great source of advertising. Here endorsements here are extremely valuable as athletes are in a world wide arena and competition is extremely fierce. Other- made up of all elements comprisedSales Strategies Coca Cola has several different sales strategies that have actually worked for them numbers wise. According to an article posted by â€Å"The Packaging Digest† in 2011, a recent sales strategy boosted sales by 8% to 2. 2. billion world wide, and actually increased the product price by 3%. (Crocker, 2011) This is a proven method that has given results. The placement of products is strategic. When shopping for health foods, one of the most popular fruits being the bright yellow bananas, you will find â€Å"Dasani† , eco friendly recy cled water bottles right under them. Pairing items like this is a tactic that has proven effective since 2011.Another strategy is one that Coke Zero uses to place their products in the beer section, to encourage the designated driver to consume their products. Finally, the 2 liter coke that is found in the grocery stores near the pre-cooked chicken is also a strategy to make it easier for you to â€Å"grab and go†. Making it easier for people to shop faster is key. Vending machines and coolers with the product before check out are some of the sales strategies that Coca Cola uses to increase sales in a market of $1 products. â€Å"The competition is actually pretty fierce for the overall beverage dollar,†¦ It requires a lot of marketing and promotional support. â€Å"(Crocker, 2011) Sales ApproachIn order for a product to remain within the realm of competition it is necessary for your product to remain as fresh as it was as when you opened it. Coca Cola claims that thei r approach is quite simple in this aspect according to a recent article in the Forbes Magazine. Jeff Tripodi, CMO of Coca Cola, claims that their strategy is innovation. (Dan, 2012) Having a state of the art dispensing machine will increase sales, further connecting with your consumers will also increase your chances at success. One of the recent forms of innovation are the â€Å"Freestyle† dispensing machines that can pour 125 different beverages with a perfect pour each time. Building a strong cultural connection with your geographic area you plan on promoting to is a huge plus in improving overall sales.In order to promote sales a great promotional mix is required to ensure that all advertising expenses are maximized and yield awesome results. The following is promotional mix that includes all of the avenues thru which sales are promoted. Promotional Mix Advertising- commercials, billboards, visual advertisments, vending machines Sales Promotion- Battle of Bands, My Coke R ewards Personal Selling- Coca Cola Representatives Social Media- Facebook, Twitter Communication Channels / Media A recent article on Coca Cola's webpage, March 27, 2012, announced the acceptance speech of the companies induction to the â€Å"Advertising Hall of Fame†. With over 120 years in the beverage business, there is no doubt that Coca Cola has held some very important marketing campaigns.Their first campaign came in the 1920's, with â€Å"The Pause That Refreshes†, then with â€Å"Things Go Better With a Coke† in the 1960's, and present day â€Å"Open Happiness†. Today over 845 million people are connected to Coca Cola via Facebook, 6 billion cell phone subscriptions, and 2. 5 million connected regularly via the webpage. (â€Å"Remarks in acceptance,† 2012) In order for these communication channels and effective marketing efforts to be maximized, a diverse array of marketing efforts are taken into account in the following channels. Promotion al Tasks: Internet Sporting Events Billboards TV Advertising Press Concerts Sales Promos Promotional SWOT Analysis SWOT |Positive |Negative | | |Strengths |Weakness | |Internal |Globally recognized |Product shipment could be damaged | | |Established distribution |Recalled products costly | | |Established Market shares |Endorsements could cost face of the company with a | | |Brand identity |simple mistake | | |Opportunity |Threats | | |unlimited partnerships |Pepsi is the biggest competitor | |External |unlimited new product offerings |the product is inexpensive and easily lose consumers to | | |globally recognized brand |competitors | | |offer beverages for all carbonated or â€Å"un†. |the caffeine and diet craze could prove costly. | Conclusion to Promotional Analysis The Coca Cola Company deals with promotional aspect of their business on a mass communication level. The company usually doesn't know the type of people with whom they are trying to communicate with but rather who their target market is.Careful management of this delicate area can ensure that messages are being met and no clutter of message or mixed signals occurs. The promotional campaigns that the Coca Cola Company is operating grew 20% to 10. 2 billion dollar in the year 2011 so that you can say that it is extremely effective and does work. The Coca Cola Company is represented by everyone who drinks it and when they do, they are literally providing advertising with a profit rather than at an expense. Coca Cola originated in the U. S. A. and has built a brand that has represented many countries during the Olympics. For that reason Coca Cola has had a successful and prosperous lifespan.They have allowed the people that drink the product the opportunity to share in many of its' triumphs during the Olympics and built a brand that is represented by the people who enjoy Coca Cola. References (2012). Coke, six flags extend partnership. Beverage world-Intelligence for the global drinks busine ss, Retrieved from http://www. beverageworld. com/articles/full/15193/coke-six-flags-extend-partnership concentrate-5-gal/185511. ip#desc (2012). how to get your customers to like price segmentation. Upstream commerce, Retrieved from http://upstreamcommerce. com/blog/2012/08/15/customers-price-segmentation 2012). Pepsi to cut 600ml pet bottle price. News by industry, Retrieved from http://articles. economictimes. indiatimes. om/2012-10-05/news/34279675_1_returnable-glass-bottles-coca-cola-cola-category (2012). Remarks in acceptance of the coca cola company’s induction into the advertising hall of fame. (2012). [Print Photo]. Retrieved from http://www. coca-colacompany. com/our-company/acceptance-induction-into-the-advertising-hall-of-fame Badenhausen, K. (2012, 10 02). The worlds most powerful brands. Forbes Magazine, Retrieved from http://www. forbes. com/powerful-brands/ Crocker, R. (2011). Sales pop as coke refreshes strategy. The houston chronicle:Packaging digest, Retrie ved from http://www. packagingdigest. com/article/519787- Dan, A. (2012, 03 15). Coca cola's joe tripodi on staying relevant.Forbes Magazine, Retrieved from http://www. forbes. com/sites/avidan/2012/03/15/inside-the-coca-cola-marketing-machine/ Lamb, C. W. , Hair, J. F. , & McDaniel, C. (2012). MKTG 4 (6th ed. ). New York: Cengage. ISBN: 9781133190110 . Sams Club. (2012). Retrieved from http://www. samsclub. com/sams/dr-pepper-syrup- The Coca Cola Company FAQ's. (2012) Retrieved from http:/www. coca-colacompany. com/contact-us/faqs. The coca cola company. (2012). Retrieved from http://www. thecoca-colacompany. com/ourcompany/index. html The Pepsi cola company. (2012). Retrieved from http://www. pepsico. com/ Yahoo (2012). Retrieved from http://yahoo. com ———————– [pic]

How do writings stand the test of time? Essay

What people write and read depends upon what they are thinking and what they are doing. The literature of the period reflects varieties of interests. One of the offices of literature is to take the reader away from the duties that fill the day. But great literature does more than this: great literature enlarges the reader’s world. The short story must always be literary entertainment: it must be always interesting, attention-compelling, and diverting (Perez 13). But real value of short story lies in its significant statement or question about human beings, the world they live in, the rules and custom that govern their actions. Most of the great short stories of the twentieth century fall outside the category of escape literature. There are stories which studies in personality and character, pictures of diverse social conditions, considerations of the validity of social institutions, and presentation of moral problems – all against a background of ordinary events (Perez 18). This paper takes off from the idea of famous critic Samuel Johnson, that literature can only endure the test of time – if and only if it show and deal with situations and characters that are identifiable, which is somehow a part of us, that individuals to individuals commonly share across boundaries of time and place. This essay will therefore examine the particular works of Washington Irving (The Legend of Sleepy Hollow), O. Henry also known as William Henry Porter (The Third Ingredient) and Edgard Allan Poe (The Cask of Amontillado). To juxtapose the significance of these three essays in literature, all three short essays will be explore from the premise of literary critic Samuel Johnson; its quality to be regard as ‘just representation of general nature vis-a-vis least representation of commonly experience. Washington Irving’s stands out as one of the very first American storytellers and humorists. Customs, manners, traditions and legends are the materials of his works. Washington Irving wrote about people. His famous work such as ‘The Legend of Sleepy Hollow’ will carry the reader back where there is no great bridges which spanned the Hudson River, no highways followed the contours of its majestic curves, and no steamboats plied up and down its broad waters. â€Å"From the listless repose of the place, and the peculiar character of its inhabitants, who are descendants from the original Dutch settlers, this sequestered glen has long been known by the name of SLEEPY HALLOW, and its rustic lads are called the Sleepy Hollow Boys throughout the neighboring country (Delgado 12). † Irving introduce the reader to the early Dutch settlers on the banks of the Hudson, immediate descendants of the people who built the first homes, the first villages, who established the first churches and the first schools, in short, the people who began the transformation of a wilderness into the settled and civilized country we know today. â€Å"His schoolhouse was a low building of one large room, rudely constructed of logs: the windows partly glazed, and partly patched with leaves of old copybooks (Delgado 14). † Much of that Irving has written about early life on the Hudson is true: the social life of the wealthy Dutch farmer, the role of the schoolmaster as teacher and local sage, life in the schoolroom – these can be verified by research. Thus Irving’s main interest was not in an accurate representations of the society of time does not detract from the charm and value of his work for modern readers. He represents a halfway point between writers who strove to beguile their American readers with elegant stories laid in Europe and later writers who found in the American scene and the common people of America sufficient beauty and strength for literary material. However, Irving had not entirely escaped from the traditional romanticism of his day is shown by his decorative treatment of Dutch village life on Hudson and his inclusion of the legend of the Headless Horseman. â€Å"Such general purport of this legendary superstition, which has furnished materials for many a wild story in that region of shadows; and the specter is known, at all the country firesides, by the name of the Headless Horseman of Sleepy Hollow (Delgado 13). † On the one hand, ‘The Third Ingredient’ written by O. Henry, who was also one of the most admired short story writers for years and his pattern for short story was imitated by many other writers. Most of his short story is about ordinary American characters doing things that are typical of our ways of life. â€Å"At six o’clock one afternoon Hetty Pepper came back to her third-floor rear $3. 50 room in the Vallambrosa with her nose and chin more sharply pointed that usual. To be discharged from the department store where you have been working four years, and with only fifteen cents in your purse, does have a tendency to make your features appear more finely chiseled (Ramon 46)† The story reveals how a typical individual spends his/her day. It is so cliche that every individual can somehow relate to the story. The pattern of O. Henry story is this: background, characters, time, place and tone – is deftly and vividly sketched. And event occurs that creates a problem. The action that arises from the problem and the background is built up to the climax. The story is concluded with a twist and snaps that is often a surprise – but never a surprise that has not been carefully prepared for in the story. â€Å"After he had tapped at the door and entered. Hetty begun to peel and wash the onion at the sink. She gave a gray look at the gray roofs outside and the smile on her face vanished by little jerks and twitches (Ramon 53). † Edgard Allan Poe is famous for his impressionistic stories of terror and horror. He once said that the end of the story must be in the writer’s mind at the very beginning and that the first paragraph, the first sentence, must be a part of the preparation for the culmination. His impressionistic stories are famous for their predominant mood of terror and horror. â€Å"At length I would be avenged; this was a point definitely settled – but the very definitiveness with which it was resolved precluded the idea of risk. I must not only punish but punish with impunity (Perez 102). † He wrote horror stories and created the detective story. He is not concerned with moral lesson – the horror stories which he created. Poe created a single effect, of terror or horror; while in his detective stories he presents cold and scientific solutions of crimes, not moral judgment on the criminals. Poe believed that there are three essentials for good short story. First: the story should be short enough to be read at one sitting. Next: plot, characters and setting should contribute to a single impression, oneness of effect. Third: nothing should be included which is not positive value in creating the oneness of effect. When you read the stories that follow notice that only those details which are important to the creating of the single effect are presented. â€Å"A succession of loud and shell screams, bursting suddenly from the throat of the chained form, seemed to thrust me violently back. For a brief moment I hesitated – I trembled. Unsheathing my rapier, I began to grope with it about the recess; but the thought of an instant reassured me. I placed my hand upon the solid of the catacombs and felt satisfied. I re-approached the wall. I replied to the yells of him who clamored. I reechoed – I aided – I surpassed them in volume and in strength. I did this, and the clamorer grew still (Perez 104). † I believe that Poe is an effective writer and poet nonetheless, his impressionistic style can somehow affect the quality of the story to be considered as ‘just representation of general nature. ’ However, the typicality of his short story ‘The Cask of Amontillado’ does not necessarily mean it is less effective – the tale conforms to the laws of the three unities: unities of time, place and interest. The story needed a short time to complete the action of the story. And also the way every detail and every word contributed to its general effect. Reference Cited Delgado, Frank. Literature for Philippine High School. Philippines: Punlad Publishing House, 1989. Perez, Salvacion. Literature a Series of Anthologies. Philippines: St. Scholastica, 1995. Ramon, Antonio. Heritage of World Literature. Philippines: Punlad Publishing House, 1992.

The influence of quantitative easing monetary policy on Japan and the Research Paper

The influence of quantitative easing monetary policy on Japan and the United States - Research Paper Example Expansionary monetary policies aimed at stimulating the economy usually involve central banks buying short-term government bonds so that the market interest rates can be lowered. Nonetheless, when short-term interest rates go towards zero, this approach may no longer be effective. In this kind of situation, the monetary authorities may employ the use of quantitative easing to stimulate the economy through purchase of assets that mature in the long-term rather than short-term government bonds, therefore decreasing the interest rates away from the yield curve. Quantitative easing may be important in assisting to make sure that inflation does not go below the target, but it has risks including over-efficacy than originally intended against deflation, thereby resulting in higher inflation in the longer term from increased supply or sufficiently effective in the event that additional reserves are not lent out by banks. Based on the opinion of various economists as well as the IMF, quantitative easing used since the beginning of the financial crisis that was experienced between 2007 and 2008, has been critical in mitigating various adverse impacts of the crisis (Gindin and Panitch 326). Various economists and analysts argue that the US Federal Reserve employed some type of quantitative easing from 1930 all the way to 1940s in the fight against the Great Depression. Nevertheless, as the Federal Reserve employed quantitative easing initiatives to address the effects of 2007-08 financial crisis, various critics have considered its actions extraordinary. Further, charts have been created to point out that, as a fraction of GDP, the balance sheet after the financial crisis had not gone past the percentages that were attained between 1939 and 48 as of May 2013. The phrase â€Å"quantitative easing† was for the first time employed by the Bank of Japan when it was dealing with domestic

Digital Marketing Essay Example | Topics and Well Written Essays - 1500 words

Digital Marketing - Essay Example is a private organization of US that has its business in the industry of men’s clothing. The company is widely known for its Denim brand of jeans sold across the globe. Levi Strauss & Co. received its first US patent of manufacturing denim jeans or blue jeans in the year of 1873. The company was founded by Levi Strauss and is being controlled by the private owners or descendants of the company and headquartered in San Francisco in USA. Over the years, the company has expanded its operations and sales in Europe, Middle-East, Africa, Asia Pacific and several other parts of the world. The company employs around 10,500 people all over the world. In order to expand its operations both in US as well as in the overseas markets, the company increased its manufacturing units. The number of manufacturing plants increased from 16 plants in 1964 to 63 plants in 1974. Apart from this, 23 overseas plants were set up by the company. Between 1980s and the 1990s, the use of jeans by societies across the world increased rapidly. The company followed the market trend to increase its operations. Riding on the high rate of growth of revenues and profits earned over the years, the company offered to pay unusual dividend of $750 million to their workers over a period of six years. The company earned revenues of $4.4 billion in 2010 with a net operating income of $381 million. Market, products & services, customers, digital presence The Levis brand of men’s clothing is a pioneer in the sale of jeans and other fashionable wear for men. Levis capitalized on the emerging trend of fashion and the increasing taste of blue jeans by the greater part of the population. The company acquired Great Western Garment Co. in order to increase its offering of jeans to its customers. Apart from blue jeans, the company also started to offer stone-washed jeans in order to tap the market potentials. The products offered by the company are mainly jeans. The denim jeans are the core product o f the company. Over the year the years, the company has expanded its operation by riding the trend of the mainly young generation who has got inclinations towards wearing jeans. Variations in the different categories of jeans were included in the gamut of product offerings. The stone-washed jeans also became popular with the blue jeans sold by the company. The young generation is the target market segment of the company. The company has adapted to the emerging lifestyle in order to increase base of customers. The spread of the brand name across the world has led to increase in customer base. In the age of globalization, the physical existence of shopping stores has started to become irrelevant. The change in the lifestyle, availability of time, speed of livelihood and the changing tastes of the customers have led to the advent of online shopping (Smith and Chaffey, 2013, p.79). The company have also resorted to the online marketing tools and increased its digital presence in the bus iness world. Levis brands of men’s clothing capitalized on the online marketing tools that increased revenue earnings of the company through e-commerce. The use of social media platforms enhanced the prospective of marketing its products and services. The increase in digital presence increased the access of the products and services of the company to a wide range of customers. The customers could sit in a position and exchange information or share experiences on the Levis clothes for men (Straus and Frost, 2011, p.49). The customers also had the option of use electronic devices like mobile, laptops, etc and use internet for shopping of menswear offered by

Summary of How diversity works Essay Example | Topics and Well Written Essays - 500 words

Summary of How diversity works - Essay Example It has been shown to be crucial in enhancing creativity. It also gives rise to more information and perspectives and hence proper decision making and solution to the problems. Likewise, diversity has been shown to help one change ways of thinking. There are various ways in which diversity is linked to information and innovation. This is seen as different people are brought together. Such people bring different things like information, ideas, and perspectives. It is noted that people differing in terms of issues such as race and gender when brought together bring with them unique information and knowledge. The attributes help in solving a task at hand or easy achievement of the goal. The diversity of gender and racial has been shown through research to enhance innovation and a hence boost of various organizations. Secondly, diversity is shown to have an effect on studies and education. Concern for diversity in this area has been based on productivity and equity. As it exists, gender and culture is said to have a significant influence on science. The influence is seen on what one chooses to study. For example, the male and females may choose to take a different direction of a particular study to generate results that are favorable to their view. Culture, on the other hand, may take a different approach to particular study. The result is good as it led to the development of different insight in a particular field of study. Thirdly, diversity has been shown to lead to an exchange of a wider range of information. Social diversity is said to increased difference in perspective. Members that are less diverse are more likely to agree as compared to socially diverse people. The disagreement in diverse people makes members work hard both cognitively and socially to build a consensus at ease. Such level of concentration has shown to lead to better results. Diversity is also seen in the field of science. Opening science to public participation has led

The Englishman's Boy by Guy Vanderhaeghe Essay Example | Topics and Well Written Essays - 1000 words

The Englishman's Boy by Guy Vanderhaeghe - Essay Example National Identity is a very important part of our personality. The formation of national identity is a process of comparing and contrasting the values of our own nation with the values, principles and beliefs of other nations. Certainly, not all the people have an opportunity to travel, thus we have got another reliable and valuable source of information that help us form our views and got different feelings. This is an art. We see films and beautiful pictures, read poems and novels created by our ancestors and also modern artists. Studying the masterpieces of art, we receive valuable information about our history and this helps us form our own identity. We can learn about what is good and what is bad from different examples provided by the pieces of art. Art also serves as a reflection of our own feelings and thoughts. However, not all the information we receive is true and it is important to understand what to absorb and what to ignore. When the Great War was over, a new important period started began in the life of America. Actually, this period predetermined the future of the United States and its reputation of the most developed country in the world. It was a period of thriving, the time of economic development. There were many new opportunities opened for Americans that time and it is natural that this made the United States attractive for immigrants. The myth of American Dream appeared and many people from different countries in the world left their motherland to come to the United States seeking for better life. The United States became multicultural that caused many problems for immigrants. Instead of American Dream they faced terrible racial intolerance. Guy Vanderhaeghe tells us the story of Harry Vincent, a young scenarist, and his boss, a rich man Damon Chance, who wanted to create a special movie. The main purpose of the Damon Chance is to create a real â€Å"American† movie, which would reflect n amely American spirit. Chance thinks that the main problem of Americans is the lack of national identity. Here we can trace the attitude of Chance towards immigrants. It seems that he accuses multiculturalism caused by mass immigration of the lack of national identity in The United States. He respects real American nation and is sorry that it does not have its own art. He wants to create a real American masterpiece: â€Å"The Germans gave the world their music. The Romans their architecture. The Greeks their tragedies. We recognize the soul of a people in their art" (Vanderhaeghe 108). Chance is irritated by European’s domination and wants to help form separate American national identity. He criticized Griffith: â€Å"It was pure genius on [Griffith’s] part to advertise [The Birth of a Nation] as fact. Americans are a practical people, they like facts.†¦ You mark my words, Harry, there’ll come a day when the public won’t swallow any of our stories unless they believe them to be real. Everybody wants the real thing, or thinks they do.†¦ Facts are the bread America wants to eat. The poetry of facts is the poetry of the American soul† (Vanderhaeghe 19). Damon paid Harry Vincent for creating a scenario about a history of a cowboy. The book is divided into two parts with parallel plots and this makes the novel unique. The second half tells us about a boy who is travelling to Cypress Hills. This was done by the author to demonstrate the different interpretation of the same story. We have a chance to trace the process of movie making and compare it with the story of a real boy. The reader can see how the both Harry and the Englishman boy try to resist the actions of their common opponent Damon Chance and how this forms the plot of the book. At first, Harry was impacted by Damon Chance’s aspiration to create a movie and was going to do his best to

Urban tourism and globalisation Literature review

Urban tourism and globalisation - Literature review Example Both rural and urban areas of cities all over the world have gained significant popularity in developing the tourism activities, but urban tourism has gained much more popularity compared to rural tourism because of greater social, cultural and economic development of these areas (Bourgeois et al., 1999, p.92). In modern times urban tourism is treated as a commodity and urban areas possess relative competitive advantage over rural areas and suburbs in terms of development of the market for the commodity and also for the development of the demand for the commodity. According to Fainstein, â€Å"the most important group of travelers economically are those traveling on business, since these travelers spend the most. Globalization has greatly increased business travel, despite telecommunications, because decentralized production and outsourcing makes travel a necessity† (Fainstein, 2007, p.1). This paper is aimed at describing a literature review of the aspect of urban tourism and globalisation of this particular form of tourism. This paper provides a case study of the notion of urban tourism and its interaction with the notion of globalisation. According to Page and Connell (2006, p.414), tourism can be described as most important aspect in the development of entertainment and entertainment of people who want to know and understand various cultural, social as well as various economic aspects of all the countries of the world. The notion of urban tourism has been developed with the overall development of various areas of countries across the globe. In this context the notion of urban tourism has been described by Page and Connell (2006, p.414) as a notion that possesses a competitive advantage over the development of tourism activities of rural areas of these countries of the world. However, according to Tipuric (2010, pp.5-6), this is not only because urban areas has been

Evaluate the Relation Between the Media, Politicians and Big Donors in Essay

Evaluate the Relation Between the Media, Politicians and Big Donors in UK - Essay Example The big donors provide the huge funds for the politician’s campaigns with the aim of influencing some policies or deals when the politicians attain official or elected positions (Koss 17). With these few examples, it is apparent that there is a relationship between big donors, politicians and the media. In politics, the media has direct impact or influence on the public, as it conveys all the political messages required to sway the public in a particular direction. Therefore, for the politicians to be successful in their political bids, they have to be intertwined with the media. This is not unique for the United Kingdom, since other politicians running different affairs in other countries practice the same. The media is the main source of news for every person in the United Kingdom, therefore, making it an important tool in furthering political agendas. It influences the public immensely by swaying their perception about different politicians. The media also helps in exposing scandals that may be detrimental to some politicians’ career (Dean 12). Take the example of the United Kingdom parliamentary expenses scandal that was exposed in 2009 by the Telegraph Group. The Daily Telegraph published copies of the expenses records, which proved that members of parliament had misused the taxpayers’ money through bloated allowances and expenses. The media focused on the scandal, thus provoking anger among the citizens who demanded for the resignation and prosecution of the members of parliament involved in the scandal. The immense power of the media was demonstrated, as it was able to inform the people about secret mischievous dealings that were happening in parliament. The media was able to invoke anger in the public and create the image of a failed legislature. Owing to the media, the public lost confidence in some politicians; therefore, creating pressure for the

Gun control College Essay Example | Topics and Well Written Essays - 750 words

Gun control College - Essay Example The assassinations of President John F. Kennedy, Martin Luther King and etc in the year 1960 develop issues related to gun control and the element of guns and arms become a subject of passion and controversy (Roleff, 2007). Different people have different opinions about the issue of gun control and many individuals consider it as a criminal issue however different people consider as a right issue. Responsible citizens can manage this issue but if it is not managed properly then it can create numerous problems for than individual and for the society Different laws regarding to arms and ammunition has been initiated by the government since 1934 and these laws and regulations are for the firearms and their ammunition. The biggest advantage of gun control is that it curbs the access of arms by criminals, juveniles and other high risk individuals. Individuals believe that federal measures are the most important element of reducing the availability of guns and it can easily stop crimes. Similarly, the registration of guns and the registrations of arm dealers can reduce the element of violence in our society (Roleff, 2007). This won't incur any social costs and no constitutional barriers are present. However, certain opponents of the gun control believed that federal policies keep the arms out of the hands of high risks persons but they create burdens for law-abiding citizens (Almanac of Policy Issues, 2009). There are two major federal statutes that are related to gun control. These two acts are National Firearms Act of 1934 and the Gun Control Act of 1968. A transfer tax was imposed on machine guns and short-barreled guns in the Act of 1934. However, the Act of 1968 prohibits mail order sales and interstate sales of guns and arms. Similarly, sales to minors and certain penalties and licensing requirements for manufacturers, dealers and importers were imposed. However, on June, 2008 made a landmark ruling regarding arms and the Supreme Court upholds the right of individuals to bear arms for hunting and for the purpose of self defense (Awesome Library, 2009). Certain statistics and figures are used in the gun control debate and statisticians suggest that the numbers of homicides with firearm persons are increasing and the figure has risen to 173%. However, from 1985 to 1993 the figure decreased by 47% and in the year 1999 this figure decreased to 22%. The advocates of gun control argue on the point that the availability of guns to injury and mortality rates comes from the study of domestic violence. The advocates of firearms believe that because homeowners possess a risk of home invasion that is the reason why they acquire arms and these guns and arms are for their security. However, researcher analyzed that he risk of a homicide is higher in these homes because individuals have easy access to guns and no one is present to stop them. A number of individuals believe that sensible gun control in beneficial for the society and all the guns and owners of these guns should be registered. The Bullets of these guns should have serial numbers so that in becomes quite easy to trace a crime. Proper registration process must be incorporated and the gun

Aristotle & Socrates Essay Example for Free

Aristotle Socrates Essay Philosophy comes from the Greek roots meaning â€Å"the love of wisdom. † Philosophers are persons who have a compelling need to pursue wisdom. Since the beginning of time, wise man and women have dedicated themselves to asking â€Å"Big Questions†. Depending on the questions, there are various areas of philosophy including metaphysics, epistemological, axiology, ethics, aesthetics, political philosophy, social philosophy, and logic. Homework Make a â€Å"Creative† representation of someone (fictional or real) you consider a wise person. Be prepared to present it in class and explain what characteristics make a person wise. Archetypes Archetypes are basic images that represent our conception of the essence of a certain kind of person. usually considered to be shared by all of humanity throughout time. Philosophical archetypes are philosophers who express an original or influential point of view in a way that significantly affects subsequent philosophers and non-philosophers. Western philosophy has been dominated by males of European ancestry. Relativism- Relativism is the belief that knowledge is determined by specific qualities of the observer. In other words, absolute (universal) knowledge of the truth is impossible; â€Å"one opinion is as good as another†. Philosophy week 2 Pre- Socratic philosophy: Asian sages and the sage The Sage The sage is an archetypal fig. Who combines religious inspiration with a love of wisdom? Found in ancient Asia, they are the oldest philosophical archetypes, identifying happiness and teaching the good life. Asian cosmology is not based on empirical (numbers, data, statistics) or scientific evidence. It contends (argues) that everything is working  harmoniously, following the Tao (Force or flow of energy in life), or the â€Å"path† or the â€Å"way† There is no separation between heaven and earth, divine and human, but is working together; all is one reality containing yin and yang. Yin represents earth, weakness, darkness, negative, and destruction. Yang represents heaven, strength, light, positive and construction. One cannot live without the other, keeping the universe in balance. Think Lao-tzu Confucius Siddhartha Gautama The Sophists (Meaning Wise in Greek) First professional educators, Charged fee to teach. Argued that the difference between a good and bad argument is custom and individual preference, nothing is bad or good in nature. They argued for relativism, both cultural and individual. Journal 3 Read pages 59-60 Reflect upon ways you have been a victim of ethnocentrism. Reflect upon ways you are ethnocentric Reflect ways America is ethnocentric. Since 911. The Person Socrates (470-399 B. C. E) was the first major western philosopher. He wrote no philosophy and what we know of him comes chiefly from his pupils Plato and Xenophon. Socrates challenged the sophists doctrines of relativism and moral realism he often taught that beauty and goodness determined by utility (If it serves a purpose) His Teachings Socrates is most famous for his style of philosophical inquiry known as the Socratic Method or dialectic. Education is supposed to draw knowledge out of you instead of riding with you like an empty vessel. Among his teachings, his most persistent command was know you. Believing an unexamined life was not worth living, he saw himself as a kind of â€Å"Physician of the soul. † He believed that the real person is not the body, but the physics-mind-soul. Journal 5 Read the trial and death of Socrates on pages 110-115 How does death and his art of dying relate to his teachings History Plato was a member of the Athenian aristocracy and Socrates’s most favorite and important student Athenian democracy was irrational mob rule. Founded famous academy to educate wise rulers In Plato’s metaphysics, the highest level of reality consists of timeless â€Å"essences† called forms. Platonic forms are independently existing, noncapital â€Å"some-things† Plato divided reality into to two world’s dualism. The highest level of reality is eternal and changeless being. The other is the evolving physical world, known as the coming According to Plato the sophists could not discover truth because they were preoccupied with the world of ever changing perceptions and customs. For Plato the chief distinction between knowledge and opinion is that knowledge is fixed, absolute and eternally true. Whereas opinion is unanchored and changeable. According to plait opinion lives in the realm of becoming truth and knowledge are found on the level of being. The Divided line 133-135. The simile of the sun 135-137 The Allegory of the cvae137-139 The divided line A+B= World of Forms (Being, Knowledgeable) C+D= Physical world (Becoming Opinion) Metaphysics | Epistemology(study of knowledge) | Higher Forms(Example: the good) | A: Understanding | Lower Forms(Example: Form human) | B: Reasoning | Sensible Objects (Example: Mother Teresa) | C. Perception | Images(Example: Mother Teresas Photograph) | D. Imagination | Simile of the sun Plato compared the absolute form of the good to the sun; the good makes the existence of everything else possible. The good cannot t be observed by the five senses and can be known only by pure thought or intelligence. It is the source of both the value and the existence of all other forms. Allegory of the cave In the allegory for the cave, Plato categorized three levels of awareness by referring to three distinct levels of reality: two levels of becoming and one ultimate level of being. Lowest Level: No imagination or perception Informed level: Wider range of basic understanding. Awakening Highest level: Soul has no need for perception or interpretation. The Republic (Socrates book for perfect utopia) Plato agreed that there is a reciprocal relationship between the individual and the kind of society in which he or she lives. The ideal state, for Plato, meets three basic characteristics 1) Nourishing needs, 2) Protection needs 3) Ordering needs These needs are best met by three classes: Workers, Warriors, Guardians or Philosopher – Kings. The republic contrasts two views of morality. The instrumental theory of morality asserts that right and wrong must be determined by the consequences our actions produce. The functionalist theory of morality holds that right and wrong can only be understood in terms of the way they affect our overall functioning as human beings. According to Plato, the just state functions fully; the unjust state is dysfunctional, only when all classes of people are virtuous according to their natures is the state whole, healthy, balanced and just. In order to be a just human being, balanced. Virtuous. temperance, courage, wisdom, justice(essence and balance of the soul) Plato thought the worst kind of Gov. was a tyranny. And democracy was a tyranny. Democracy makes little tyrants out of everybody. Journal 6 According to Plato’s philosophy, please answer these questions: Carefully explain the relationship of the individual to the state in Platos Republic. Why is the relationship significant? What does Plato see as the most unjust type of person and state? Do you agree? Explain. Explain the origin and nature of democracy according to plan. Aristotle The person Aristotle was Platos most illustrious student and went on to be the personal tutor of Alexander the great. He eventually created his own school called the lyceum. In contrast to Plato, Aristotle introduced the idea of naturalistic or scientific knowledge gained from collecting facts and usual factual info to make the world a better place. Aristotle was a naturalist. Naturalism if the belief that reality consists of the natural world and that the universe is ordered. Everything follows discoverable laws of nature. His Philosophy Aristotle believed that form and matter can be intellectually separated but cannot live independently in reality. The form of something is called its essence. Matter is the common physical material stuff but it has no distinct characteristics without a form. Aristotelian form is that which is in matter and makes thing is what that is. So, individual things are â€Å"formed matter. † Aristotle argued that complete understanding of a thing required identifying its â€Å"four causes. † 1st cause: Material cause, the material thing is made of Cause: formal cause. The form the thing takes cause: Efficient cause, the triggering motion that begins the thing Cause: Final cause, the Telis, or the ultimate purpose for which the thing exists. In living things, Aristotle called the final cause, Entelechy, meaning having its purpose within. He believed every living thing had an â€Å"inner urge† or a drive to become its unique self. He believed nature was ordered and guided internally. Journal 7 Consider the quotes on page 153. Please write a few paragraphs for each one describing what they mean to you and how they relate to you. For Aristotle, psyche or soul is the form of the body. Soul is entelechy. Like every other instance of form and matter, for Aristotle the soul cant be separated from the body and its body and its impossible to affect the body without also affecting the soul or to affect the soul without affecting the body. Aristotle taught that humans had a hierarchy of three kinds of souls, each higher level containing the aspects of the lower levels: 1st level: Lowest soul called vegetative or Nutritive, responsibility for absorption 2nd Level: the sentient or sensitive soul, registers all info regarding form of other things. 3rd Level: Highest Soul found in humans only, called rational soul, and includes the other two plus the capabilities for analysis, understanding relationships and decision-making. According to Aristotle the good is that which all things aim. It is their entelechy Eudemonia which often translated to happiness means being really alive rather than just existing. According to Aristotle happiness requires activity good habits and practical wisdom. Aristotelian moderation is based on the concept of wisdom hitting the mark between too much and not enough Virtue consists of hitting the mark or the mean but vice consist of being off by too much (excess) or too little (Deficiency) Journal 8 Read pages 172-176 Explain the importance of hitting the mark and character to Aristotle’s concept of happiness What is the principle of meaning? Philosophy study guide Academy- Alexander the Great An Unexamined Life Aristotelian Forms Aristotle’s Hierarchy of souls Aristotle’s Idea of a Good life Aristotle’s Teacher Entelechy Hitting the mark Lyceum Naturalism Plato’s 3 classes of people Plato’s feelings toward democracy Democracy Plato’s four cardinal virtues Plato’s teacher Platonic Forms Simile of the sun Socrates Death sentence Temperance The republic Three levels of human souls Tyranny journal 1 Wisdom | Knowledge | Theoretical Knowledge | Practical Knowledge | Belief | Mere Belief | Willed Ignorance | Definition and Examplesjournal 2 Write how each of the eight paths are relevant in today’s world journal 4 · Socrates’ â€Å"electric shock† effect on Athens resulted in death, however it gave him a place in history as a great thinker wise sage. From pages 87-95, read each quote in the margins · Please write the quote that shocks you and Reflect upon its meaning to you. Absolute truth is â€Å"Truth† with a capital T. What do we know so far? Modern Philosophy(How do you know that it’s true? ) After Christianity began to grow, most Europeans turned to god as the ultimate source of wisdom and the church as the ultimate authority. However, by the 17th century scientific ad advancements and the decline of the authority of a single church began the era of modern philosophy. It was a shift from metaphysics to epistemology. Rene Descartes(1596-1650) is the father of philosophy. He came up with rationalism. Dcccd. edu then go to student services, then libraries. 3 ears of Western Philosophy- 1 Classical, what is truth? essentialism; Modern- How do you know it’s true? Rationalism; Rationalism is the epistemological position in which reason is said to be the primary source of all knowledge. Rationalist believe in the coherence theory of truth: that new or unclear ideas should be evaluated in terms of rational or logical consistency and in relation to already established truth. Rationalism says that abstract reasoning can produce absolutely certain truths about reality and that some truths can be discovered without observation, experiment or experience. These truths are innate ideas or a priori ideas. A priori can be known without experience or experiment but Posteriori ideas are derived from experience and experiment. However he arrived at the cogito, ergo sum, latin for â€Å"I think, therefore I am. † This, along with a satisfactory belief in god, stood as his undoubtable truth. Journal 9 Please do the philosophical queries(Green Boxes) on pgs. 252 and 253 Jeremy Bentham- resurrected hedonism, in direct response to the conservative ruling class in Britain. The result he created the â€Å"greatest happiness† principle also known as the Principle of Utility, that states we should always act to promote the greatest happiness for the greatest number. Benthams hedonic calculus was a crude method of reducing stress to simple calculation of units of pleasure versus units of pain. Psychological hedonism- pain and pleasure determine what we shall do Ethical hedonism- pain and pleasure point to what we ought to do. Bentham extended the ethical reach of the pleasure principle beyond the human community to any creature with the capacity to suffer. He argued that insisting that animals lack moral worth was akin to racism. John stuart mill He believed that there is an empirical basis supporting his claim that refined pleasures to crude ones. Mill disagreed with Bentham that all motives are egotistic and based his more refined philosophy in the social feelings of all people for unity with each other. Mill believed in the possibility of altruism, the capacity to promote wellbeing of others, he argued that the lack of altruistic feelings and ignorance of the higher pleasures were products of poor education and harsh conditions, not quality of human nature. According to mill, the selfishness and lack of mental cultivation are the chief causes of unhappiness, and can be cured with a proper education and legislation.