Saturday, January 25, 2020
Management Theory Analysis Of Case Study Business Essay
Management Theory Analysis Of Case Study Business Essay In present, the success of an organization significantly depends upon its management and the theories or designs adopted by it for successfully handling its different aspects. The concept of management is been used from last several years but applied in different manner. The different use of management has been evolved in the form of management theory. The concept of management theory has developed from classical theory, bureaucracy, human relations, and social psychological schools, systems and contingency approaches to contemporary management approaches. All the above mentioned management theories have been given by different theorists with their own viewpoints and assumptions that can be applied in workplace according to the needs. Nowadays, application of management theory is important because it assist organizations with an approach to make its entire people more productive. IT facilitates individuals and professional with diverse approaches and tactics that they can use to manage their business and human resources. The vital key to an organizations success is its people and if it is able to manage them, it can effectively attain its pre-determined goals. All the aspects management, management theory, contemporary theories of management, organizational designs, enterprise within organizations and organizational structures are somehow related to each other. All of these are different but interrelated as these are used by a firm to manage its processes, operations and resources. All of these aspects and development of management theory will be discussed in detail in this assignment in concern to the given scenario of Computing for Commerce (CFC). This assignment will be done with the help of analyzing all previous researches done in this field and its applicability in workplace. A number of theorists and researchers have analyzed the management theory and its practice at workplace. They have given several theories or approaches that can be used to improve the productivity of workplace. These different theories and approaches will be analyzed to understand the applicability of management theories and approaches in workplace. The company selected for the discussion and applicability of management behaviour and theory is Computing for Commerce. It was established by Nico Van Barneveld in 1984. It was started as centralized payroll bureau that handle payroll transactions for companies who are too small to run their own payroll departments. It produce monthly payroll statements, transfer funds into employees bank accounts and calculate monthly tax deductions which are paid to the inland revenue on behalf of its clients. From the time of its origin, the size of its customers has grown from 50 customers to 300 customers. The company operates with a flat structure and still runs everything in a hands on manner. Critical Review of CFCs Management Style and Practices In 1984, when Nico Van Barneveld founded Computing for Commerce, it was serving only few customers. Now, as company has expanded in terms of its operations and customers it should adopt some different approach rather than only a flat organizational structure or conventional management styles and practices. The management practices and styles adopted by CFC was effective in old time but now, it is confronting severe issues and it is all because of its ineffective style of management. The concept of management exists from past some centuries but it has become substantial from last few decades. This is because of the failures confronted by various organizations in concern to their management behaviour and practices. From last some decades, CFC has confronted several opportunities as well as challenges and it is all due to increasing globalization and rising level of competition. For capitalizing on existing opportunities and minimizing the effect of heightening challenges, it adopted different expansion strategies. The expansion strategies assisted the company in enlarging its customer base, but it didnt help it in managing its operations and resources. The company employees were dissatisfied that evidences that it should have adopted some effective management theory as from last several years a number of management theories have emerged. Theories like classical theory, bureaucracy, human relations, and social psychological schools, systems and contingency approaches could significantly assist business organizations (Miner 2007). The adoption of different management theories would have facilitated CFC with an appropriate management style or practice to manage their operations and as well as their resources like finance and human resources. This could also be understood with the help of discussion of the development of management theory, different schools of management and their implications for the organisation of CFCs challenges and opportunities. Classical Organizational Theory: The classical organizational theory developed throughout the first half of this century. This management theory is merger of Taylors scientific management, Webers bureaucratic theory and Fayols administrative theory (Almashaqba Al-Qeed 2010). Classical organization theories pertain to formal organization and concepts for increasing management efficiency. Taylor introduced scientific management concepts in 1917, Weber gave the bureaucratic approach and Fayol explicated the administrative theory of the organization (Walonick n.d.). With the help of all these theories or some of these theories, CFC would have easily resolved its troubles related with the management of its employees and their distributions in the management of their work. These theories could significantly assist CFC in increasing its management efficiency as it is vital for the company with its increasing expansion (Organizational Theories n.d.). The advantages and disadvantages of these different classical theories in concern to CFC can be understood with their discussions: Taylors Scientific Management Approach: The scientific management approach was developed by Taylor and it is grounded on the conception of planning of work for attaining efficiency, standardization, specialization and simplification. This approach concentrated on the need of increasing mutual trust among management and workers as it is a key to increase productivity (Rimer 1993). If CFC also makes use of this approach, it can effectively plan all its operations and distributions of its employees or trainers. Taylor explicated the subsequent four principles of scientific management through which business organizations can improve their productivity: Old rules-of-thumb should be replaced by a scientific approach. Organizations should select employees on the basis of some analysis, and then should be taught, trained and developed. Concentrate on the need of cooperation among management and labor so that all work can be done in accordance to the developed scientific principles. Scientific training of the workers so that work can be divided effectively between workers and managers with effective planning and control (Walonick n.d.). With the help of this approach CFC may also plan and control all its business operations like payroll transactions and PC Application training. The allocation of local centre managers and trainers would also be done on scientific basis. This will assist the company in making formal divisions among its workers and managers and as well as in adopting systematic procedures (Almashaqba Al-Qeed 2010). On the other hand, this approach also has some limitations like in modern time it is not very much relevant as nowadays concentration on production is replaced by people. In modern time, companies cannot use their employees just as a mean of production they have to treat their employees in a fair and imperative manner (Miner 2007). Webers Bureaucratic Approach: Bureaucratic approach was given by Max Weber in 1947. He elaborated theories given by Taylor and emphasized on the need to abbreviate diversity and uncertainty in organizations. As well, he concentrated on the establishment of clear lines of authority and control. This bureaucratic theory also stressed on the need of a hierarchical structure of power (Walonick n.d.). It assisted the businesses in identifying the significance of division of labor and specialization. In addition to this, a formal set of rules was also bounded into the hierarchy structure so that companies can effectively insure stability and uniformity (Organizational Theories n.d.). By making use of this approach CFC can easily and effectively modify its flat organizational structure that is not suitable nowadays as it is expanding its operations. With the help of bureaucratic approach, the company can significantly develop as a formal organization based on structure, specialization, certainty and stability, rationality and uniformity. This formal structure will assist the company in resolving all its present challenges and capitalizing on available opportunities. In addition to the above discussed advantages, this approach also has some limitations as it will not assist the company in the management of aspects like inflexibility, impersonality, displacement of aims, limitation of classification and self-protraction. It will bring forth a vertical organizational structure that will give rise to many levels of management. Many levels of management will increase complexity and difficulty in attaining coordination. Administrative Theory: The last significant classical theory is Administrative theory that is also known as principles of management. This theory was validated in 1930. It was developed by Fayol in 1949. This theory stressed on the development of a universal set of management principles that could be applied to all organizations (Organizational Theories n.d.). The different elements of this theory are associated to the accomplishment of tasks, principles of management, the conception of line and staff, committees and functions of management. This theory assisted in the identification of the management principles rather than personal traits. Other theorists only shared their beliefs but Fayol was first that recognized management as an ongoing process of evaluation. By making use of this theory CFC can significant attain several advantages in terms of functions of management (planning, organizing, training, commanding and coordinating), line and staff and principles of management (Sapru 2006). All these concepts will assist the company in managing its business operations, customers, stakeholders and other associates. The 14 principles of management will help the company and Nico in an effective management of its organization and its resources. The company will become able in dealing with all its existing issues related with management of operations and resources (Walonick n.d.). In addition to all these advantages, the company may also confer some disadvantages if these principles are not managed in an appropriate manner. It may increase chaos and confusion among the company and its employees. With the discussion of classical theory, it can be said that it can help CFC in the management of its organization but it is very rigid and mechanistic. In this theory, employees have minimum power over their jobs and working conditions that is not relevant with modern era. In modern era employees are given significant preferences in spite of production as until or unless they are not happy, a firm may not attain its objectives. Neoclassical Organization Theory: Neoclassical theorist stressed on the significance of individual or group behaviour and accentuated on human relations. On the basis of the Hawthorne experiments the neoclassical approach stressed on the development of social or human relationships among the operators, researchers and superiors (Organizational Theories n.d.). The considerations of this theory were more pertinent to rendering productivity rather than only making changes in working conditions. The neoclassical theorists argued that business can attain productivity increases by developing high morale. High morale is affected by the amount of individual, personal and close attention workers receive (Mirowski 1983). By making use of this theory, CFC can effectively develop its employees rather than only adopting changes in work pattern or conditions. This theory can facilitate company and Neo on concentrating on human nature aspects. With the help of this management practice, CFC will become able in establishing an informal organization structure and focussing on the development of its employees (Walonick n.d.). With the implication of this theory, Neo will become able in understanding that an employee is not a mechanical tool. An employee is a social being who have several aspirations that affect his performance and productivity. This understanding would assist Neo in developing the productivity of his employees by providing them effective opportunities and motivation. With the application of this theory Neo will also become able in understanding the importance of work group and participative management. Participative management will assist CFC in attaining all available opportunities and in expansion and resolving issues of employee dissatisfaction. Work group will assist it in deriving the benefits of synergy. In this way, this theory will substantially help CFC in the management of its employees that are most vital aspect of a business growth. In addition to above discussed advantages, this theory also has some disadvantages. The management behaviour and practices rendered by this theory sometimes may create failure as there is lack of monitoring that is vital. This theory implies for loose control over subordinates that is not applicable in present competitive environment. At some extent it is essential to monitor subordinates as otherwise they may divert from the given duties or responsibilities. Contingency Theory This theory is a kind of behavioural theory that asserts that in general there is no effective way to systematize a corporation, to direct it and undertake decisions. In spite of this, the best way to manage an organization depends upon its internal and external situation. It was developed by Chandler in 1962 and Lawrence and Lorsch in 1969. In respect to this theory different contingent approaches were developed in the late 1960 (Bacher 2007). Contingency theorists suggested that previous theories like Webers bureaucracy and Taylors scientific management had broke down because they overlooked the environment (Walonick n.d.). In modern time, management style and organizational structure of a firm is substantially influenced by its internal and external environment or contingency factors. If CFC make use of this theory can effectively resolve all its troubles related with expansion and management of its operations. An analysis of its environment will significantly help the company in its future business decisions (Organizational Theories n.d.). With an internal environment analysis, the company can easily identify the substantial reasons of its employee dissatisfaction and level of their performance. On the other hand, external environment will assist it in its future business planning and decisions. With the use of contingency theory, the company will effectively become able in managing its conflicts rather than avoiding it. In addition to these advantages, this theory also has some disadvantages like it is applicable only in a situation when organizational environment is unstable or changing (Jacques 2007). As well, this also demands management time, money, and effort so that coordination can be attained. Systems Theory This theory was suggested by Hungarian biologist Ludwig von Bertalanffy in 1928. This theory emphasised that all the elements of an organization are interconnected and if there occurs change in a variable it might affect several others also (Northouse 2009). In concern to this theory, organization is considered as open system that is continually interacting with its environment. By applying this theory CFC can effectively derive immense success. It will assist the company in shaping its reality on the basis of its actions. It will help Neo in understanding how its own actions have shaped its present position and that in turn will boost his confidence. With this, he will become able in understanding that its success is related to all its business elements (Kast Rosenzweig 1972). If it makes changes in an element it has to evaluate other elements also so that determined objective can be attained effectively (Walonick n.d.). This theory will help CFC in focussing on all its business elements rather than at a single element. Additionally, it also has disadvantages like its concept of nonlinearity adds massive complexity to understanding of organizations. Its nonlinearity introduces significant complexity and that makes it difficult to understand the relationships between variables. This may also drive CFC towards confusion so it is better to understand its affectivity so that complexity may not arise (Organizational Theories n.d.). The relationship among all its business variables needs to be identified for effective functioning. Approaches to Contemporary Issues in Management Nowadays, the new conception of management has entirely replaced the traditional perspectives of management. In present managers from all around the world are trying to seek new insights about how they can lead in a much better manner and how they can motivate, organise and manage their organisations (McKenna 2000). All these efforts of universal managers are highly affected by the contemporary issues of management confronted by them. With the increasing globalization and healthy world trade conditions, more and more companies are trying to operate at international level. All companies want to reach at the benefits of global expansion so that they can reap the existing opportunities. The effect of globalization has forced companies to move into foreign markets that in turn present several issues in front of managers in concern to management (Daft 2009). They are confronting issues like decreasing level of motivation, downsizing, managing diversity, and management of rapid change and meeting with the competing demands of all stakeholders. Similar is the situation with CFC and need to be managed effectively. All these contemporary issues in management can be resolved effectively at CFC by making use of advanced approaches towards employee motivation, management style, change management and fulfilling competing demands of all stakeholders. For motivating its employees the company can make use of approach of employee empowerment. This will develop self-leadership among CFCs employees and they will become authorized to lead others (Jacques 2007). The deliverance of authority to employees will increase their motivation towards the fulfilment of CFC goals. In addition to employee empowerment, the CFC may also make use of different types of management styles and change management approaches. Both of these will assist the company in responding to change in its internal and external environment. For managing its internal environment the company should make use of participative management style as this will assist in the development of flexible management (Holbeche 2006). It will heighten the communication among company managers and employees that in turn will increase their level of performance. The changed management approach like planned change will assist the company in dealing with its external environment and effect of globalization (Luthans 1998). Participative approach towards management and effective modes of communication will assist, CFC in significantly meeting with the competing demands of all its stakeholders. Internal and external environment analysis will assist it in understanding the needs and requirements of its customers, suppliers, employees and shareholders (Harris Hartman 2001). In this way, it can be said that in present there are various approaches that can be used by CFC for dealing with the contemporary issues of management. Evaluation of CFCs Enterprise Culture Consideration of its Operating Structure CFC is a small size firm and its enterprise culture is not as effective as it need to be in present time. The company operates in the simplest manner and does not give importance to social values of employees, associates and its stakeholders. Due to its weak enterprise culture it confronts several issues in concern to its employees, associates, stakeholders satisfaction. The company operates as a sole trader that has several advantages as well as disadvantages for it (Murray, Poole Jones 2006). The only person that owns the CFC is Neo. In this type of company structure, Neo being a sole proprietor has absolute control over his business and he is totally responsible for its management. This type of structure has little start up costs and it is elementary. All the profits made by this type of company structure are kept by Neo only and it is quite flexible as whatever changes are required can be made easily. On the other, this structure also render Neo with several disadvantages like he has to manage all business related tasks and as his business is expanding, it will become difficult for him only to manage all business operations. He is exclusively responsible for paying all debts and it is also difficult for a sole trader to raise funds for expansions (Spedding Rose 2008). With the discussion of these disadvantages of sole trading, it can be said that the CFC should make use of some other company structure. Now as company is increasing in its size and customer base than it should make use of following company structures: Limited Companies: Limited companies subsist with their own right. The companys finances are distinguished from the personal finances of their proprietors. Shareholders may be people or other companies and they are not accountable for the companys debts unless they have given guarantees. The main types of limited company are private limited companies, public limited companies and private unlimited companies (Pride, Hughes Kapoor 2009). In this type of business structure, there is limited liability. It means that each shareholder or member is liable only at the extent of the amount invested by him. This type of structure also avoids double taxation. On the other hand, it also has some limitations like restrictive transfer of ownership (Needham Dransfield 1994). Partnerships: In this type of company structure, two or more people share the risks, costs and responsibilities of business. Each associate is self-employed and enjoys a share of the profits. In this type of company structure, partners make decisions by coordinating with each other that usually results in assured success. It reduces the risk of individually running and managing a business (Spedding Rose 2008). It is a relatively simple and flexible way to manage a business. On the other hand, it also has some disadvantages like it is not essential that both the partners follow all established rules and ethics. They may take advantage of other for fulfilling their own needs. Co-operatives: It is a distinct type of business structure that is user-owned and user-controlled business that allocates margins to its users on the basis of use of patronage. This structure authorizes its users to attain ownership by patronizing the business. It also has risks like uncertainty, and follows up of established code of conduct (Pride, Hughes Kapoor 2009). With the above discussion of different types of business structures, it can be said that CFC should make use of some other operating structure in spite of sole trading. As now, the size of company is increasing in terms of its operations, customer base and overseas expansion; it is not possible for Neo only to manage each business aspect. In this situation, he should adopt some other company structure like partnership or limited company. Analysis of CFCs Organization Structure From the time of its origin, CFC is operating with flat organizational structure. In the company everything runs in a hands on manner. The company has four key staff in the centre of the company that handle management functions like finance and marketing. As well, the company also has a dedicated central IT team of three people handling the payroll service. The company is running on flat organizational structure because it feels this structure is appropriate in accordance to its small size. With the help of this flat structure the company is able in attaining effective communication among its employees and management. It also assists CFC in the development of effective team spirit, less bureaucracy and rational decision making (Furnham 2005). In addition to these advantages of flat organizational structure, the company also confronts several disadvantages like it may limit its growth and structure. Functions of an individual or department could be blurred and merge with the job roles of others as there are not any distinctions between individuals roles (Daft Marcic 2008). With the discussion of these advantages and disadvantages of flat organizational structure, it can be said that CFC should adopt some other organizational design. As now companys operations and customer base is increasing day by day and it is also planning to establish its operations in overseas locations, the company should change its old organizational structure. Subsequent are the various organizational designs that can be considered by CFC for the effective management of its new overseas ventures: Functional Structure: It is a type of departmentalization in which positions are grouped on the basis of their main functional area. In other words, in this type of structure positions are grouped into units on the basis of similarity of expertise, acquisitions and work activities (Montana Charnov 2000). It is most common method of grouping activities. CFC can also make use of this structure as it will assist it in running its overseas operations effectively. With the help of this structure, the company will become able in grouping its several employees on the basis of their functions like marketing, finance, operations, management etc. It is a logical structure and can help the company in managing its increasing size and employee base. With the help of this functional structure, Neo will effectively utilize its greater variety of skills. This structure will provide clarity to its members regarding their roles and duties and with this they will get specialization in specific business area (Drucker 2008). This role clarity and specialization will develop employees leadership skills. Divisional Structure: A divisional organizational structure is a type of departmentalization in which positions are grouped according to similarity of products, services or markets. With the help of this organizational structure, CFC can divide its complex functional units into smaller, more flexible and administrative units. The functions of its payroll departments can be classified into different divisions (Luthans 1998). This will assist the company in promoting independent and self-contained units in its overseas ventures. This can also be used for managing its increasing size and technology. Employees satisfaction level will also increase with this type of structure as they will became independent and will operate according to their own rationality in concern to given goals. Each division or unit of the company will react quickly that is vital for operating successfully in overseas ventures. In addition to this, organization and coordination will also become easy and speedy (Storey 2004). Hybrid Structure: Other substantial organization structure that can be used by CFC for managing its increasing size and customer base is hybrid structure. This structure will assist the company in adopting both the functional and divisional structure at the same level of management (Agarwal 1983). With the help of functional structure, the company will become able in deriving advantages of economies of scale, greater competence of managers and competence in resource utilization (Murphy Saal 1990). As well, with the help of divisional structure it will become able in concentrating on its services and markets. Matrix Structure: The last significant organizational structure that can be used by CFC for managing its overseas ventures is matrix organizational structure. It is type of departmentalization that superimposes a horizontal set of divisions reporting relationships onto a hierarchical functional structure. With the help of this structure the CFC can take advantages of decentralized decision making. In addition to this, it will facilitate the company in attaining strong project or product coordination (Griffin Moorhead 2009). With this structure the company will become able in quickly responding to changes and making a flexible use of human resources. With the discussion of all substantial organizational designs, it can be said that CFC can easily make use of above discussed structures. With the help of these advanced organizational designs the company will become able in managing its overseas ventures by analyzing goals, values, cultures, size, technology and tasks. Evaluation of Global Issues that affect CFC and its New Venture In the last few years, Nico has seen the evolution of outsourcing as a most important new way of doing business. He has also decided that CFC must grab this opportunity on an international scale. In this concern he has determined to open an outsourced IT support centre in the far east to take account of the lower wage structure in that part of the world. He also have plan to open an outsourced call centre of more or less 200 people working from the overseas territory on behalf of approximately 50 UK based companies. For its global ventures, Neo has discovered three countries of interest that are Vietnam, Cambodia and Philippines. Nico knows very little about these countries working practices and environment that can negatively affect its operations. For handling with these global issues, it is essential that the company take into account existing market forces, barriers to trade and related aspects. Nowadays more and more countries are adopting and signing different agreements so that they can operate without any limits or constraints in foreign locations. The concept of free economy has emerged with the evolution of aspects like protectionism, trading blocs (EU, NAFTA etc) and importation quotas and import duties. By analyzing all these aspects and benefits limitations of free market, CFC can effectively enter the selected foreign countries (Pride, Hughes Kapoor 2009). Protectionism: It is the economic policy that limits trade between states with the use of techniques like tariffs on imported goods, protective quotas and a kind of other government ordinances. These constraints in this economic policy were planned to deter imports, and preclude foreign take-over of domestic markets and companies. This policy is intimately coordinated with anti-globalization (Hill 2008). It is a contrast to free trade that is still used in some nations but is been abolishing from last several years with increasing globalization. Trade Blocs: A trade bloc is a kind of intergovernmental placement that is mostly part of a regional intergovernmental organization. With these agreements regional impediments to trade like tarif
Friday, January 17, 2020
Discuss the drawback of the jury system as it is implemented in the UK
Introduction A jury in the UK generally consists of 12 randomly selected lay people that have been sworn conduct an impartial verdict as to whether a defendant is guilty or not guilty in a criminal trial. The objective of the jury system is to provide a just and fair outcome that could not otherwise be achieved by judges alone (Lesser, 2010: 12). It is believed that if judges acted alone, the decision would be a prejudicial, which would create unfairness. The human rights of the individual concerned would also be violated (Human Rights Act 1998, giving effect to the European Convention on Human Rights 1951). The most import concept of having a juror give a verdict is that juries may acquit a defendant in situations where a guilty verdict is demanded by the law (Elliott and Quinn, 2010: 233). An example of this can be seen in the case of R v Wang [2005] UKHL 9 where it was made clear by the House of Lords that a judge can never instruct a jury to convict a defendant. The jury system is therefore c onsidered an important part of the confidence society has in the criminal justice system. The Juries Act 1974 is the main governing legislation that regulates the jury system by signifying what persons are eligible for jury service as well as making provision for the right to challenge jurors. The Criminal Justice Act (CJA) 2003 is also capable of restricting the role of the jury by imposing further limitations on the eligibility criteria and by allowing trial by judge alone in certain circumstances. Whether these limitations are necessary is arguable, but it has been said that the jury is an outmoded institution that needs to be reformed. In light of this, the drawbacks to the jury system in the UK will be discussed in this study. Trial by Jury The jury system in the UK is highly controversial because on the one hand, juries are considered to provide important protection for citizens (Gastil et al; 2002: 585), whilst on the other they are considered to be costly, time consuming and unable to deal effectively with complex cases (Gastil and Weiser, 2006: 6). In addition, it has also been said that the jury system in the UK is outmoded and ineffective and that it should be abolished (Baksi, 2014: 1). Essentially, because juries are not being used as frequently as they once were, it is questionable whether they are in fact still needed (Zander, 2007: 157). In the majority of instances, a jury is not needed as a defendant will have submitted a guilty plea, yet in those instances where a not guilty plea has been entered, it has been said that juries are essential in ensuring that a fair trial is provided to the defendant under Article 6 of the ECHR and in the interests of justice. This was recognised by Thomas and Balmer when it was pointed out that; ââ¬Å"there is an ancient right for an accused to be tried only by the lawful judgement of his equals or by the law of the land and even though there is no modern constitutional right to trial by jury in England and Wales, governments have found the public extremely unwilling to sanction further restrictions to jury trialsâ⬠(2007: 1). This highlights the significance of jury trials and whilst there are many drawbacks, it is widely accepted that juries help to maintain justice. Conversely, it is believed by some that jury trials should be eradicated on the basis that they are largely ineffective on the basis that judges have a strong influence over the outcome of the trial (Stone and Dennis, 2003: 2). This was identified by Sanders and Young when it was evidenced that even though it is left to the jury to decide, beyond reasonable doubt, whether or not a defendant is guilty, ââ¬Å"judges often exert a strong influence on the outcome and are far from being the passive impartial referee as depicted in adversarial theoryâ⬠(2006; 496). Because of the influence judges exert over juries, it seems as though the jury system is a waste of time and expense. Furthermore, because juries do not have to give a reason for their decision, it is difficult to tell whether a just decision has been provided anyway as the decision may not be based upon their own findings and may instead be based on the judges influence. In view of this, the Auld Report found that; ââ¬Å"many contributors have suggested that the system may not, as a matter of English law, withstand a challenge, that the unreasoned jury verdict violates article 6.â⬠It is questionable whether this does violate article 6, ye t it was made clear in Condron v UK (2000) 31 EHRR 1 that it is not. Therefore, even though jurors do not have to provide a reason for decisions reached, it is said that a fair trial is still being provided. This does not seem fair, since a violation of Article 6 would be found if a judge failed to provide a reason, yet this is not the case for jurors. As stressed by Doran; ââ¬Å"trial by jury occupies a pivotal yet paradoxical position at the centre of the English criminal justice systemâ⬠(2002; 379). Arguably, it is clear from this that many do actually favour jury trials and are of the view that an effective justice system is being attained. However, because jury trials are not used in serious and complex fraud trials, it is arguable whether jurors are well equipped to deal with all other trials. The inability of jurors to deal with such cases was introduced by the CJA 2003 and emerged from the Jubilee Line Jurors [2007] Crim LR 255 case. Here. jurors suffered serious personal difficulties because of the complexity of the issues at hand (Lloyd-Bostock: 2007: 1). In cases such as this, it is more desirable for a judge-only trial to be conducted, yet it could be said that this should apply to all trials and not just those that have a complex nature. Moreover, the fact that trial by jury has been abandoned in other jurisdictions seems to demonstrate that the jury service is unworkable and ineffective. This has exemplified by Laville (2010: 1) who put forward that; ââ¬Å"in the last 400 years, trials without juries have taken place in Northern Ireland, where the Diplock courts were set up to provide justice in the intimidat ing atmosphere of the Troubles.â⬠Consequently, it could be said that Northern Ireland are aware of the difficulties and uncertainties of jury trials and have therefore made the decision to abandoning them. Juries were also discarded in Germany on the 4th January 1924 when it became apparent that injustice frequently occurred as a result of jury trials. This was identified by Herzog when it was noted that; ââ¬Å"since 1924 jury trials have been abolished in Germany and there are no signs of a renaissance of lay participation and jury trial in the German criminal justice systemâ⬠(2012: 1). It is arguable whether this demonstrates the ineffectiveness of jury systems but it is evident that the Germans do not agree with them. Jury trials were also abandoned in India following the case of K.M. Nanavati v State of Maharashtra [1962] Suppl 1 SCR 567 where it became clear that jurorââ¬â¢s decisions were capable of being influenced by the media and the public. As put by Debroy; ââ¬Å"the Nanavati case was responsible for abolition of jury trials in India and it was the last trial by juryâ⬠(2009: 1). It was also identified by Debroy that there is a correlation in India between the abolishment of jury trials and the prolonging of cases (2009: 2). In view of this, it cannot be said that jury trials should be completely abolished in the UK as cases may actually be prolonged as a result and there are various safeguards that have been implemented so as to ensure juries are not being influenced by the media and the public (Rackstraw, 2008: 726). Therefore, whilst jury systems do create difficulties, it cannot be said that they should be completely discarded as a result as they are still considered a vital p art of the justice system. Furthermore, if jury trials were abolished it is likely that this would result in prolonged trials as is the case in India. Furthermore, judges would also be capable of producing prejudicial decisions, which would ultimately contravene Article 6 of the ECHR which provides for a defendants rights to a fair trial. In a study that was conducted by Sturcke, it was found that; two in three jurors did not fully understand the legal directions and that more than one in 10 jurors carried out their own investigations online about a case (2010: 1). This study was based on 69,000 cases over a two-year period, which highlights the injustices that can actually be caused by a jury trial. This seems to provide a strong argument as to why jury trials should be abolished, however problems will still be caused by judge alone trials. In effect, it appears as though there ought to be a balance so that juries do remain, yet where cases are likely to be prejudiced a judge alone trial should be conducted. Essentially, this is what seems to be happening at present as jury trials are being discarded in serious and complex fraud cases, yet whether this scope should be broadened to allow for their elimination in other cases is likely. This will ensure that juries are maintained, on the one hand, whilst also enabling them to be discarded in cases which would be difficult for them to cope with. Whether this means that there will be an effective jury system in place, is however arguable. Conclusion Overall, there are many underlying difficulties which emerge from a trial by jury, yet it cannot be said that they should be completely eradicated. This is because judge alone trials will also have many drawbacks, which demonstrates the need for the jury system to be maintained. In order to prevent unfair outcomes from being produced, it is therefore necessary that a balance is attained which could be achieved by removing juries from serious and complex cases and those which would have a damaging effect on their ability to cope. Referencing Baksi, C., (2014) ââ¬ËBias has ââ¬Ësignificantââ¬â¢ effect on verdicts, jury research saysââ¬â¢ The Law Society Gazette, Available [Online] at: http://www.lawgazette.co.uk/practice/bias-has-significant-effect-on-verdicts-jury-research-says/5039295.article [23 April, 2014]. Debroy, B. Nanavati and Jury Trials, Law Resource India, (2009), Available [Online] at: http://indialawyers.wordpress.com/2009/12/26/nanavati-and-jury-trials/ [23 April, 2014]. Doran, S; McConville, M. and Wilson, G. The Handbook of the Criminal Justice Process, OUP Oxford, 1st Edition, (2002), p. 379. Elliott, C. and Quinn, F. (2010) English Legal System, Longman, 11th Edition. Gastil, J., and Weiser, P., (2006) ââ¬ËJury Service as an Invitation to Citizenship: Accessing the Civic Value of Institutionalised Deliberationââ¬â¢ Legal Studies Research Paper, 06-32. Gastil, J., Deess, E., and Weiser, P., (2002) ââ¬ËCivic Awakening in the Jury Room: A Test of the Connection between Jury Deliberation and Political Participationââ¬â¢ Journal of Politics, Volume 64, No. 2, 585-595. Herzog, F. Philosophical and Social View of the Jury: Could it Have a Renaissance in Germany(2012) Available [Online] at: www.cairn.info/load_pdf.php?ID_ARTICLE=RIDP_721_0553 [23 April, 2014]. Laville, S. Heathrow Robbery Trial Breaks with 400 Year Tradition of Trial by Jury, The Guardian, (10 January, 2010), Available [Online] at: http://www.guardian.co.uk/uk/2010/jan/10/heathrow-robbery-trial-jury-twomey [23 April, 2014]. Lesser, M. A. (2010) The Historical Development of the Jury System, Kessinger Publishing: London. Lloyd-Bostock, S. The Jubilee Line Jurors: does their experience strengthen the argument for judge-only trial in long and complex fraud casesCriminal Law Review, Crim L.R. 255, (2007). Rackstraw, M., (2008) ââ¬ËIn the Balanceââ¬â¢ New Law Journal, Volume 158, Issue 7322. Sanders, A. and Young, R. Criminal Justice, OUP Oxford, 3rd Edition, (2006). Stone, J., and Dennis, R., (2003) ââ¬ËRace and Ethnicityââ¬â¢ Comparative and Theoretical Approaches, 1-7. Sturke, J. Jurors ââ¬Ëstruggleââ¬â¢ to understand judges, study finds, The Guardian, (17 February, 2010), Available [Online] at: http://www.guardian.co.uk/uk/2010/feb/17/jurors-judges-legal-advice-report [23 April, 2014]. The Auld Report, Review of the Criminal Courts of England and Wales, Chapter 5, Juries, Available [Online] at: http://www.criminal-courts-review.org.uk/ccr-05.htm [23 April, 2014]. Thomas, C. and Balmer, N. Diversity and Fairness in the Jury System, The Ministry of Justice Research Series 2/07, (June, 2007), Available [Online] at: http://www.justice.gov.uk/publications/docs/JuriesReport2-07-webVersion.pdf [23 April, 2014]. Zander, M., (2007) ââ¬Ëa Touch of Biasââ¬â¢ New Law Journal, Volume 157, Issue 7295. Cases Condron v UK (2000) 31 EHRR 1 Jubilee Line K.M. Nanavati v State of Maharashtra 1959
Thursday, January 9, 2020
Disease Essay Examples - 755 Words
Thought Paper: Pathogens Are Rare Virulence Varies Greatly Less than 1% of bacteria can invade our bodies and making us ill [5]. Such bacteria are pathogenic and have the potential to be disease causing. This means that the remaining 99% are rather ubiquitous in nature and serve beneficial purposes or have no effect on humans. Pathogens vary in complexity and those that remain are a direct result of successfully adapting to their environments and evolving over time to overcome selective evolutionary pressures. A more specific example of how disease causing pathogens can vary in virulence involves the mention of antibiotics and their ability throughout history to temporary lessening the virulence of bacterial strains. The relationshipâ⬠¦show more contentâ⬠¦Therefore, virulence varies among isolated cultures, although the origins of these evolutionary adaptations on a molecular level are all interconnected and can be studied though tracing genetic elements of between bacterial populations and those found in animals and humans [3]. Studies in the past tried to directly tie the two phenomena together and confirmed that increased usage of antibiotics were directly correlated with increased resistance to those specific antibiotics. A finding was additionally mentioned that diversifying the antibiotics used to eliminate bacterial populations and reduction in overall use of antibiotics would minimize the levels of resistance in certain bacterial species most commonly found in hospitals [8]. Additionally, Studies found that certain bacterial species with increased exposure to antibiotics are highly prevalent in waste water of hospitals. High levels of resistance displayed in these populations pose as a major risk to environmental health if released beyond clinical waste water systems. Untreated wastewater is therefore an immediate cause of concern [8]. Thus, with this data from past and current studies, pathogens are not in themselves rare, but virulence does vary due to increased exposure to antibiotics and gained resistance that has spread and will continue to do so unless habits are changed with aShow MoreRelatedParkinsons Disease Essay example2312 Words à |à 10 PagesIntroduction Parkinsonââ¬â¢s disease is a common disease facing many older people across the world. It affects the central nervous system and it impairs cognitive processes, motor skills and other functions. This disease mostly affects the older generation and it manifests itself with symptoms which include rigidity, tremor, postural instability, slowness in movement and others. Other symptoms include sleep difficulties, sensory and autonomic dysfunction. Parkinsonââ¬â¢s disease has a high prevalence rateRead MoreCardiovascular Disease Essay example1806 Words à |à 8 PagesCardiovascular Disease in the African American Community Causes, Preventions, and Treatments Cardiovascular disease (CVD) refers to the dysfunctional conditions of the heart, arteries, and veins that supply oxygen to vital life- sustaining areas of the body like the brain, the heart itself and other vital organs. Since the term cardiovascular disease refers to any dysfunction of the cardiovascular system there are many different diseases in the cardiovascular category, and many of these diseases areRead More Alzheimerââ¬â¢s Disease and the Symptoms Essay examples838 Words à |à 4 Pageswas credited for identifying the very first diagnosed case of ââ¬Å"pre senile dementiaâ⬠later to be known as Alzheimerââ¬â¢s disease. One hundred and seven years later we are still not completely sure of the causes of this disease and why only certain people get it. There are nearly eight million people in the world with Alzheimers disease and itââ¬â¢s an advancing and irreversible disease that destroys memory and other important mental functions along with behavior. It can result in loss of intellectualRead MoreSkin Disease: Psoriasis Essay example547 Words à |à 3 PagesPsoriasis is a noncommunicable, chronic inflammatory skin disease. It is characterized by hyperproliferation of epidermal cells, erythematous patches covered with a distinctive scale and incomplete differentiation of keratinocytes (WHO, Menter 2008, Ashcroft 2000). Depending upon the percent body area affected, psoriasis can be classified as mild (less than 3%), moderate (3-10%) and severe (more than 10%) (Krueger et al 2000,). The worldwide prevalence of psoriasis is around 2% while in developedRead MoreOverview of Alzheimers Disease Essay example948 Words à |à 4 PagesAlzheimerââ¬â¢s is a disease that destroys the memory and other important brain functions. Alzheimers is a disease where the brain cells die; which also can cause other brain cells to become disconnected, the result is progressive memory loss and mental breakdown. These chemical breakdowns are enough to interfere with normal everyday activities. The leading cause of Alzheimerââ¬â¢s is dementia, which are several brain disorders that cause social and intellectual skills. The disease affects not only theRead MoreCauses of Disease in Humans Essay examples823 Words à |à 4 PagesCauses of disease in humans A disease is usually a medical condition that affects the body of an organism. In humans, disease is often broadly used to refer to any condition that causes pain, dysfunction, distress or death to the person affected. In this sense, it sometimes includes injuries, disabilities, disorders, syndromes, infections, etc. The most common cause of disease in humans is via pathogens; microorganisms such as viruses, bacteria, protozoa, and fungi that cause disease in humansRead MoreCenter for Disease Control Essay example1421 Words à |à 6 Pagesappropriations. The Centers for Disease Control and Prevention is example of a government run agency. The Centers for Disease Control and Prevention is one of the most important health agencies in the world. The Centers for Disease Control and Prevention is a federal government run agency that relies on stakeholders and partners to offer important insight in planning and evaluating, and contributions in helping Americans live long, healthy, and satisfying lives. Centers for Disease Control and Prevention Read MoreHealth: Heart Disease Essay example1398 Words à |à 6 PagesHow much does my heart rate change after running in place for 10 minutes? Introduction The leading cause of death in the US is heart disease and the fourth leading cause of death in the US is stroke. Both are related to the heart. Both can be prevented (or at least somewhat alleviated) by engaging in exercise. Among the other leading causes of death is diabetes, which is related to being obese (and therefore sedentary). Exercise can reduce the chance of becoming diabetic and is also importantRead MoreAlzheimers Disease in the Elderly Essay examples1604 Words à |à 7 Pages Alzheimer is a disease that affects the elderly most. The disease was discovered by Dr. Alois Alzheimer in the year 1906 when he was examining a femaleââ¬â¢s brain. He found out that the woman displayed memory loss, language problems and some inexplicable changes in behavior. The disease was named after the doctor who was a German psychiatrist and a neuropathologist. Alzheimerââ¬â¢s disease is a degenerative brain disorder that leads to memory loss, personality changes, and language problems (GilbertRead More Dementia and Alzheimers Disease Essay examples638 Words à |à 3 Pages the condition is known as dementia. Dementia is caused by a variety of disorders, but Alzheimers dementia, or Alzheimers Disease, accounts for many of the cases, particularly in elderly patients. Around age 65, a small percentage of people already are affected by Alzheimers, and by the age of 85, over half of all people are affected (Hensrud 1). Alzheimers disease causes shrinking of brain tissue, as well as formation of amyloid plaques in affected brain tissue, which has been linked to
Wednesday, January 1, 2020
Export Promotion Strategy vs. Import Substitution Strategy
1. Introduction It was the export promotion (EP) strategy that accounted for East Asians states success of economic development. Meanwhile, many other developing countries such as Latin America countries had committed to an alternative strategy, import substitution (IS). The IS strategy yielded disappointing results: most of these countries did not succeed in either industrialization or economic growth while export-oriented industrializations (EOIs) sustained fast economic development. Data from the World Bank (1993) showed that the real GDP of EOIs (7.6%) grew faster than IS countries (3%) during 1965-1990. There is no doubt that EOIs outperformed countries that adopted IS strategy in terms of economic development. However, areâ⬠¦show more contentâ⬠¦But in practice the results are opposite to this view. Studies show that many industries could not reach maturity even after 20 years of protection. Moreover, according to Bell et al., even if some industries reached maturity in their technology, it seems that they soon lost it again. This phenomenon indicates the failure in the application of infant industry theory and thus the failure of IS strategy. Under the IS strategy, the degree of government intervention was unprecedently high, rivaling that of the central planning economies. It would not be a surprise that an often-cited criticism of IS is misallocation (or distortion). The empirical evidences showed that in the long run IS strategy led to over-intrusive, bloated and inefficient state-owned enterprises (SOEs). Large SOEs and private sector companies operated as monopolies/oligopolies within a protected market. Also, the inefficiency and corruptness of the government bureaucracy limited the scope of action and reforms. IS was aimed at replacing imports from abroad, but nevertheless in most Latin American countries the import of manufactured goods in fact increased. The terms of trade got worse, caused by low prices for exported raw materials and expensive imports. The industrialisation could not keep up with the technical and innovative development of the free world markets. As a result, newShow MoreRelatedImport Substitution vs. Export Promotion2959 Words à |à 12 PagesImport Substitution vs. Export Promotion Econ 240 Term Paper Group (19) Members: Amjad Hussain (13020031) Awais Javed (13020529) Fahd Mukaddam (13020407) Haider Shah (13020528) Hassan Jamil (13020023) Muhammad Bilal Ayub (13020413) Words (using page 2): 371*7 = 2597 IS vs. EP 2 How do the strategies of international trade affect growth? Why at times countries adopted different strategies of international trade? How does Import Substitution Industrialization weigh against Export Promotion asRead MoreInternational Trade of Developing Countries1155 Words à |à 5 PagesInternational trade of developing countries is the classic weak vs. strong dichotomy, and underdeveloped or developing countries cannot make it solely on their own efforts; the have nots need help from the haves. Developed nations trumpet the claim that the answer to developing nationsââ¬â¢ international trade issues is untrammeled or open market activity as opposed to government intervention by developed nationsââ¬â¢ governments. This begs the question as to what extent the governments of developed nationsRead MoreIndiaââ¬â¢s Export-Import11594 Words à |à 47 PagesUNIT 15 INDIAââ¬â¢S EXPORT-IMPORT POLICY Objectives This unit helps you to understand: what is trade policy; kinds of trade policy; phases of liberalisation in trade policies in the process of economic development; trends in Indiaââ¬â¢s exim policies; salient features of Indiaââ¬â¢s import regime during 1950-91; characteristics of Indiaââ¬â¢s export promotion policies; and Indiaââ¬â¢s Trade Policy reforms in the 90s. Structure 15.1 15.2 15.3 15.4 15.5 15.6 15.7 15.8 15.9 15.10 15.11 15.12 15.13 15.14 Introduction Indiaââ¬â¢sRead MoreA Report On Korean Industrial Production1930 Words à |à 8 Pagesmid-1950 s, Turkey was a much richer country than Korea. With about the same population, Turkish GNP was about three times that of Korea, Turkish exports were fifteen times those of Korea, and the Turkish savings rate was much higher than Korean. By 1980, the situation was dramatically reversed, as Turkish income was 40 percent below Korea s, Turkish exports were less than one-fourth those of Korea and the Turkish savings rate was about twoââ¬âthirds of Korea s. (Krueger) â⬠¢ There are either economic advantagesRead MoreLeather Industry in Pakistan17708 Words à |à 71 PagesCONTRIBUTION AND IMPORTANCE OF LEATHER INDUSTRY TO PAKISTAN ECONOMY 17 e. CONTRIBUTION OF LEATHER INDUSTRY TO ECONOMY OF PAKISTAN 17 f. LEATHER PLAYS A VITAL ROLE IN THE ECONOMY OF PAKISTAN 21 g. PAKISTANââ¬â¢S TRADING PARTNERS 22 h. EXPORTS OF LEATHER 22 i. GLOBAL IMPORTS 30 STRUCTURE OF THE INDUSTRY 30 j. LEATHER GARMENTS 30 k. LEATHER GLOVES 32 l. FOOTWEAR INDUSTRY 34 ANALYSIS OF THE INDUSTRY 34 m. PORTERS DIAMOND MODEL 34 n. SUPPLY CHAIN MANAGEMENT OF LEATHER INDUSTRY 37 o. SWOT ANALYSIS OF THE PAKISTANRead MorePizza Hut Case Study3564 Words à |à 15 Pagesthe same. They all try to come up with some newer, bigger, better, pizza for a low price. Offering special promotions and new pizza variations are popular today as well. For example, chicken is now a common topping found on pizzas. In the past, Pizza Hut has always had the first mover advantage. Their marketing strategy in the past has always been to be first. One of their main strategies, which they still follow today, is the diversification of the products they offer. Pizza Hut is always addingRead MoreStreets Ice Cream Marketing Plan10342 Words à |à 42 PagesEVALUATION OF ALTERNATIVE MARKETING STRATEGIESâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦23 5.1 Foreign Direct Investmentâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦23 5.2 International Joint Ventureâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦...24 5.3 Acquisitionâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦...25 6.0 OBJECTIVESâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦.26 6.1 Organisation Mission and Corporate Strategyâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦...26 6.2 Company Product/Market Objectivesâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦..26 7.0 RECOMMENDED MARKETING STRATEGYâ⬠¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦Ã¢â¬ ¦..27 7Read MoreJ.K Tyres and Industry Company Analysis14185 Words à |à 57 Pagesproject 3. Company Profile 4. Industry Analysis 4.1 Micro Vs Macro Analysis 4.1.1 Global Tyre Economy 4.1.2 Indian Tyre Economy 4.1.3 Industrial Production 4.1.4 Unemployment Rate 4.2 Structure 4.2.1 Market Players 4.2.2 Market Share 4.2.3 Growth Trends 4.3 Competition analysis 4.3.1 Product Differentiation 4.3.2 Existence of Monopoly 4.3.3 Technology Advancement 4.3.4 Awards and Achievements 4.3.5 Barriers of Entry 4.3.6 Perfect Substitution 4.4 Product/Market Analysis 5. Financial statement analysisRead MoreIntroduction to Marketing21178 Words à |à 85 Pages Background What is marketing? Almost every marketing textbook has a different definition of the term marketing. The American Marketing Association (AMA) uses the following: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. From this definition, we see that: Marketing involves an ongoing process. The environment is dynamic. This means thatRead MoreStandardisation and Adaptation Within International Marketing Context24708 Words à |à 99 PagesTHE UNIVERSITY OF HULL Integration of Standardisation and Adaptation Marketing Mix Strategy Reference to Shiseido Company in UK and China Being a Dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (General) in the University of Hull by Ai Jun Hou , BA (Honours) (April 20, 2001) Acknowledgement This dissertation reflects the contribution and insights of many people. I shall take the opportunity to thank the following
Tuesday, December 24, 2019
Beneathas Dream in Lorraine Hansberryôs A Raisin in the Sun
What is a dream? A dream is not just the images seen in your sleep, it is the desire, the want, the need of something happening in your life. Dreams give uou a purpose and a reson to live. Chasing your dreams will help you have courage and independence. A Raisin in the Sun, written by Lorraine Hansberry, is a play about an African American family in the 1950ââ¬â¢s who receive an insurance check of $10,000. Each member of the family has their own dream of what they would like to do with the check. While it is true that Walterââ¬â¢s dream of owning his own liquor store would provide a steady income of money, and Mamas dream would give the family pride of the ownership of a house, Beneathaââ¬â¢s dream is the best way to go. Walters plan is untrustworthy and the family can demur buying a house. Beneathaââ¬â¢s dream, which is to use the money for medical school tuition to one day become a doctor, is the most significant dream because she can help heal people, express herself, and show others that she can do anything she puts her mind to. First of all, Beneatha wishes to become a doctor out of the desire to help people. She confides in Asagai why she wants to be a doctor and says, That was what one person could do for another, fix him up ââ¬â sew up the problem, make him all right again. That was the most marvelous thing in the worldâ⬠¦I wanted to do that. I always thought it was the one concrete thing in the world that a human being could do. Fix up the sick, you know ââ¬â and make them whole again.Show MoreRelated Racism and the American Dream in Hansberryââ¬â¢s A Raisin in the Sun1340 Words à |à 6 PagesA Raisin in the Sun is written by a famous African- American play write, Lorraine Hansberry, in 1959. It was a first play written by a black woman and directed by a black man, Lloyd Richards, on Broadway in New York. The story of A Raisin in the Sun is based on Lorraine Hansberryââ¬â¢s own early life experiences, from which she and her whole family had to suffer, in Chicago. Hansberryââ¬â¢s father, Carol Hansberry, also fought a legal battle against a racial restrictive covenant that attempted to stop African-Read MoreLorraine Hansbe rry s A Raisin Of The Sun1527 Words à |à 7 Pagesââ¬Å"A Raisin in the Sunâ⬠is about the Younger Family who live in a small apartment in Chicago. The family is torn apart as every member has different dreams and goals, yet Mama and her daughter-in-law Ruth desperately attempt to hold the family all together. In both the movie and the play, the familyââ¬â¢s dreams remain the same. Mama wants her family to get along and she wants to purchase a house. Her son, Walter, wants the life insurance money from his father to invest in a liquor store to achieve hisRead MoreExamples Of The American Dream In A Raisin In The Sun937 Words à |à 4 Pageslittle over 50 years ago? This was just one among many struggles faced by black people during the 1950s. Though slavery was finally no longer a hindrance, this did not put an end to racism and financial disadvantages. Lorraine Hansberrys A Raisin in the Sun follows a family of African Americans and how they attempt to overcome these ra cial barriers in order to live out their individual dreams. When a patriarchal death brings a large check to the family, every character seems to think that moneyRead MoreThe Pursuit Of The American Dream1250 Words à |à 5 PagesNovember 2015 The Pursuit of the American Dream in A Raisin in the Sun The American Dream embodies the ideals of freedom, equality, and opportunity. However, there are several interpretations of the American Dream because the idea explores the personal values of individuals. The differentiation between priorities and contrasting views of success amongst individuals can often effect how one defines the American Dream. In A Raisin in the Sun, written by Lorraine Hansberry, the play addresses the strugglesRead MoreCharacter Analysis Of Beneatha In A Raisin In The Sun1487 Words à |à 6 PagesCharacter Analysis ââ¬Å" A Raisin in the Sunâ⬠is a play written by Lorraine Hansberry about the life of an African American family during the era of segregation. The play starts off with the Younger family receiving a 10,000 dollar check from Mr. Youngerââ¬â¢s insurance policy. The family argues over what they are going to do with it. Mama wants to buy a house with it, Walter wants to invest in a liquor store, and Beneatha wants to use the money to go to medical school. The contrast of the charactersââ¬â¢ personalitiesRead MoreRacism And Double Discrimination By Lorraine Hansberry1969 Words à |à 8 PagesProfessor M. Jones July 7, 2016 Racism and Double discrimination One of the many sad things about being an African American woman is that she suffers not just one but double racism as a black and as a woman. Lorraine Hansberry in 1959 wrote a play, Raisin in the Sun, focusing on an African American Family living in the mid 20th century, emphasizing how terrible it is to live as a woman and as black in the United states. It is a play that symbolizes the American society in the 20th centuryRead MoreGreat American Play By Lorraine Hansberry Essay1476 Words à |à 6 PagesIntro: Opportunity and inequality have been portrayed in America since Itââ¬â¢s existence. In this great American play written by Lorraine Hansberry, A Raisin in the Sun, Opportunity for the Younger family is being told without the death of a relative or family member, money will always be a complication when reaching for higher possibilities. As, said in the second paragraph of the Declaration of Independence, ââ¬Å"We hold these truths to be self-evident, that all men are created equal.â⬠But if all menRead MoreThe Dreams Of African Americans1352 Words à |à 6 PagesMost people grow up with a dream to become better or have more in life. Not all dreams become reality. It takes a lot of hard work and dedication to make a dream come true. In the early 1950ââ¬â¢s, it was extremely hard for an African American to have their dreams come true. A poem by Langston Hughes entitled ââ¬Å"Harlemâ⬠describes the dreams of African Americans during this time period. Lorraine Hansberr y wrote ââ¬Å"A Raisin in the Sunâ⬠based off of this poem and it further depicts the struggles African AmericansRead MoreLorraine Hansberry s A Raisin1120 Words à |à 5 Pagesââ¬Å"A raisin in the sunâ⬠was written by Lorraine Hansberry. The play was not expected to do so well because it had one white cast member, an inexperienced director, and an untried playwright. Set in the south side of Chicago in the 1950s, the play begins in the morning in the Youngers apartment. Their apartment has two bedrooms, one for mama and Beneatha, and one for Ruth and Walter, while Walterââ¬â¢s son Travis sleeps on the couch in the living room. Ruth gets up first and talks and Walter and TravisRead Moreââ¬Å"A Raisin in the Sunâ⬠700 Words à |à 3 PagesLorraine Hansberry used symbolism in her successful drama, ââ¬Å"A Raisin in the Sunâ⬠to portray emotions felt in the lives of her characters and possible her own. Hansberry set her piece in Chicagoââ¬â¢s South Side , probably the early 1950ââ¬â¢s. During this period in history, many African-Americans, like the Youngers, struggled to overcome the well-known prejudices that were far too familiar. The main scene, in this touching realist drama, is the home of the Youngers, an overcrowded run-down apartment.
Monday, December 16, 2019
Insights as a Treasurer Free Essays
Insights as a treasurer Being bestowed upon me the task to collect and protect the fund of our club is tough and keeping it safe from corruption and theft a lot tougher. When making difficult decisions to the whole group, I must consider being prepared and clear- minded all the time for me to be able to make decisions for the good of the many. This task serves as a training for me to be ready and aware on what will need to do when I reach the stage when I will support my in the future. We will write a custom essay sample on Insights as a Treasurer or any similar topic only for you Order Now This will be the start in which I can show my classmates and teachers that I can be trustworthy to whatever they want me to accomplish. Even being confronted with the temptation of wealth and riches, this time I can prove myself that I can be trusted In little things as well as the big things. I am glad that Iââ¬â¢ve served my classmates well and in five months that Vive been doing this Job, encountering problems are inevitable but with the help and purport of my classmates, I managed to hold on do the Job the right way. Paul John Man-on SITS Club Treasurer Insights as a treasurer Treasurer tough and keeping It safe from corruption and theft a lot tougher. When making 1 org and riches, this time I can prove myself that I can be trusted in little things as well as the big things. I am glad that Vive served my classmates well and in five months that Paul John Man-on SITS Club Treasurer How to cite Insights as a Treasurer, Papers
Sunday, December 8, 2019
Vitamin Water free essay sample
History and Introduction In the early 1990ââ¬â¢s, when Manhattan was hit by water contamination, Bikoff set out to buy bottled water and found that except for the brand name, there was very little difference between the different brands of bottled water sold. Bikoff was looking for additional nutritional value rather than plain water. Finding none, he started conducting an in-depth study about different companies making bottled water. He found that he could use vapor distillation to create an alternative to bottled water. Bottled water was generally procured from springs and contained some dissolved minerals, which could be removed using vapor distillation. Bikoff then came up with the idea of starting a company that could offer a healthy alternative to soft drinks and plain water. He decided to name the company Glaceau; a combination of the words glace (ice) and eau (water) which signifies clean water. Bikoff started the venture in the year 1996, from his fatherââ¬â¢s office in Queens, New York. He worked with RD professionals to develop the companyââ¬â¢s first product Glaceau Smartwater, which was sourced from glacial aquifers in Connecticut, vapor distilled, and supplemented with electrolytes. With his previous expertise on packaging, he asked his team to design a 20 ounce bottle instead of the conventional 16 ounce bottle. Another unique aspect of the bottle was its sport cap. With the popularity if the packaging, several beverage manufacturers started using caps on the bottles. Bikoff then got the bottle redesigned and the bottle was made available in half liter, one liter, and one and a half liter sizes. The next product was Fruitwater, introduced in 1999. This was Smartwater with the added flavor of fruits and it was sugar free. Fruitwater was the first non0carbonated water with a fruit flavor. The water was subjected to pasteurization due to which it had a long life though no preservatives were added. Fruitwater was available in several flavors including watermelon, mint, pineapple, and guava. It was in the year 2000 that Bikoff realized the potential of water enhanced with vitamins. What sparked the realization was a tiring yoga session after which he had a drink of water along with a Vitamin C wafer. The water-Vitamin combination proved extremely refreshing and planted the idea of water enhanced with Vitamins in his mind. To devise the formula for water with vitamins, he started working on the product along with a team comprising a dietician, a microbiologist, and a food scientist. Bikoff felt that the name should reflect the fact that the product was not merely water but water with additional vitamins and nutrients. It was not long before he realized that he was creating a new category of product known as enhanced water. Itââ¬â¢s is defined as a category based on delivering value-added nutritional benefits in a hydrating beverage, so that people can drink more water with more usage occasions. Once the products were ready, the challenge was to get shelf space from vendors. These were problems in distributing this product through major retailers, as they were not willing to give expensive shelf space for new products. There were several small retailers who were ready to try out new products. These retailers were highly impressed by the fact that Bikoff was delivering and promoting the products himself and it was they who gave him a chance. By initially targeting smaller stores, the company built up demand. The productââ¬â¢s unusual appearance and unconventional packaging attracted the customers. Initially companies like Pepsi and Coca-Cola dismissed the Glaceau product as a passing fad, but with the product gaining popularity and outselling their products like Dasani and Aquafina they were forced to take notice. In 2002, Coca-Cola introduced fortified water, Dasani Nutriwater, and Pepsi came up with Aquafina Essentials. However, neither of the two did well in the market and both products were later discontinued. By 2005, Glaceauââ¬â¢s products were being sold in all the 50 states in the US. The sales had grown 80 percent from January 2004 to January 2005. As of 2005, the company was selling around two million bottles per day, with VitaminWater accounting for 75 percent of total sales. Furthermore, in 2006 PepsiCo Inc. announced that it had agreed to change the packaging label, and cap of its SoBe Life Water, after the settlement with Energy Brands Inc, maker of Glaceauââ¬â¢s range of enhanced water products. In April 2006, Energy Brands Inc. ad filed a lawsuit against Pepsi, alleging that SoBe Life Waterââ¬â¢s packaging label, and cap were similar to those if Glaceauââ¬â¢s VitaminWater and that Pepsi intended to confuse the consumers with its new packaging. Pepsi had resorted to trade dress infringement and dilution and its label and bottle resembled that of VitaminWater. It was also alleged that Pepsi had launched SoBe Life Water after it failed to acquire Energy Brand in early 2006. The lawsuit and its subsequent settlement indicated the growing insecurity of the soft drinks majors, which were facing threat from companies promoting healthy alternatives to soft drinks. Energy Brands, the parent company of Glaceau, was one such company, which advocated healthy living through low-calorie, low-sugar drinks, and non-carbonated water with additional nutritional supplements. Glaceauââ¬â¢s line of enhanced water products comprised VitaminWater, Smartwater, and Fruitwater. Energy Brands was credited with created a new category of drinks popularly known as ââ¬Å"enhanced water products. â⬠Inventory Research Identify all brand elements for product and services The main brand elements are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. Affiliated brand names: Glaceau =gt; Coca-Cola =gt; VitaminWater URLs: http://www. vitaminwater. com/, http://www. coca-cola. com/, www. drinkbetterwater. com Logos: VitaminWater is considered to have a strong word mark; no accompanying logo aside from the name. The word ââ¬Å"Vitaminâ⬠is in bold letters whereas the word ââ¬Å"waterâ⬠is in normal font. Spokespeople: 50 cent, Kelly Clarkson, Shaquille Oââ¬â¢Neal, Tracy McGrady, Brian Urlacher, David Ortiz, Kasey Kahne, Donovan McNabb, Ladainian Tomlinson, David Wright, Gilbert Arenas, and Allen Iverson. Slogan: ââ¬Å"it worksâ⬠is the slogan shown on the label of the product. Each spokesperson has their personalized slogan that essentially sets them apart from one another. For example: Shaquille Oââ¬â¢Neal has a slogan which is ââ¬Å"diesel powerâ⬠whereas Allen Iversonââ¬â¢s is ââ¬Å"the answerââ¬â¢s answer. â⬠Packages: The packaging contains bright colors to enhance the Vitamin Water logo. The colors used on the bottles compliment the various colors of the liquids themselves. Flavors: Vitamin Water comes in fifteen different flavors and varieties. Each product contains a different combination of vitamins and minerals, which the company claims are beneficial for things like energy, balance, endurance, and focus. Flavors include Dragon fruit, Tropical Citrus, Fruit Punch, Lemonade, Kiwi-Strawberry, Orange-Orange, Grape, Raspberry-Apple, Green Tea, Peach-Mango, Lemon Tea, Cran-Grapefruit, Jackfruit-Guava, Lemon-Lime, Acai-Blueberry-Pomegranate. VitaminWater Mind Map Trendy The brand, Vitamin water is perceived as a trendy drink. The product it known for its wide mouth, bright color-coded labeling and vibrant designs. The Vitamin water site also takes the branding to the next level by bundling each flavor with its own expressive animated image. Healthy According to the nutrition facts on the bottle, the product contains 98% water and 2% sugar. The extremely small amount of sugars is added through the natural fruit juices that are included in the ingredients to increase flavor. The product also markets the high amounts of electrolytes used to purify its water. Entertainment The company Coca-Cola was able to continue marketing the product through the use of celebrity tie-ins that allowed the customers to personalize each flavor by associating a celebrity with a flavor. The technique exemplified brilliant brand marketing. High Quality In the market, this product is considered to be a luxury item. Energy Brands is the parent company of Glaceau water products, which sells water under the labels VitaminWater and SmartWater. The use of bright vibrant colors is one of the marketing tools used by the brand in order to reflect the refreshing quality of the product. 50 cent rapper The grape flavor Formula 50 vitamin water is 50 centââ¬â¢s custom-made flavor with 50% of his daily choice of vitamins; therefore is specialized for those 50 cent fans. The grape-flavored drinks label reads, inspired by todays most talked about artist, hottest record producer, and soon-to-be movie star, this not-so-hypnotic tonic contains 50 percent of many of the important vitamins that you need every day. Variety 50 cent is currently promoting the upcoming increase in the variety of flavors from 15 to 50. The product line already includes flavors such as Power C, Energy- Tropical, Revive, Multi V, Focus, Essential, Formula 50, Defense, Rescue, Endurance, Vital-T, Balance, B-Relaxed, and Charge. Innovative The vitamin water bottles are especially designed in mind to fit-in-your-hand with ease. Each flavor offers a different taste experience for the new generation of bottled water lovers. Coca-Cola is known for its innovative platforms and by adding this new product to its line enables the company to capitalize on recent health and wellness trends. Coca-Cola With Coca-Colaââ¬â¢s recent purchase of Glaceau, the company obtains additional credibility, potential customers, and an enlarged distribution channel through its new affiliation with the Coca-Cola brand. Through the use of these elements where is the brand positioned? Through the use of these elements the brand is positioned as trendy, innovative and entertaining mainly due to its unique graphics and imagery. Furthermore, when visiting the VitaminWater site it supports the companyââ¬â¢s brand positioning; revealing a rather smart site, which opens on colorful splash pages. The site is based on Flash technology; it enhances the brand with a multicolored organ producing different tunes when the mouse passes over VitaminWater bottles. The sites branding is perfectly aligned with Glaceaus brand positioning. It has the same look, same attitude, and same voice. Similar to label packaging, the text is full of confidence. VitaminWater states that ââ¬Å"one sip, swing or gulp may result in boycott of other beverages. â⬠Color use is bright and vibrant, reflecting the refreshing quality of the product. The label maker is a cool feature, which again nicely reinforces the brand and allows VitaminWater to both collect information about its visitors and plumb for free ideas. Visitors can take a shot at making their own label of a vitamin drink complete with attitude, colors and minerals. To view your label, you have to supply an email address, giving the brand managers access to a mailing list of interested consumers. Glaceau provides an excellent example of website development aligned with its brand positioning. Rather than being a display of technological know-how, the Flash technology is deployed here to enhance the website and further promote the brand as trendy, innovative and entertaining. Exploratory Hierarchy of the Brand Survey Results (See Appendix) We developed a ten question survey in which we disseminated through email to our peers to assess the strength of Vitamin Water as a brand. We paid particular attention to the consumersââ¬â¢ knowledge of specific brand attributes such as the spokesman and number of flavors. The survey was limited to 10 questions to ensure participation and valid responses. There were 40 respondents to our survey, and there were only 3 questions in which all 40 participants did not answer. Even so, for those 3 questions we still had 39 people respond. This means there was a response to 99% of the questions asked. We purposely did not ask demographic information since we only gave the survey to our peers. Although this may appear to have skewed our results, we felt that since our peers are in the target population for Vitamin Waterââ¬â¢s core marketing efforts, our conclusions are valid. Additionally, we did not generalize any of our conclusions for the total population. Question Analysis 1. 60% of respondents are very familiar with Vitamin Water. Only Gatorade had a higher number of respondents who said they were very familiar with the drink at 85%. Aquafina also had 60%, or 24 respondents say that they very familiar with the drink. However, Aquafina had a higher rating average than Vitamin Water meaning that overall more people are familiar with the brand. Still, Vitamin Water is doing fairly well in the category considering that no one said they had never heard the drink before. 2. When asked to rate Vitamin Water based on knowledge and what theyââ¬â¢ve heard about the brand, most respondents gave the drink an excellent rating. In other words they rated the brand a 4 out of 5, second only to Gatorade. Again, no respondents gave the brand a poor rating, and only 2 didnââ¬â¢t know enough about the brand to give it a rating at all. . Many of the respondents thought that Vitamin Water was the newest drink in the category, which was wrong. Sobe Life Water is the newest drink, but this lets us know that Vitamin Water is doing a good job of keeping its brand in the mind of consumers rather than letting a new drink capture some of its market share. 4. While most people did choose ââ¬Å"enhanced water ââ¬Å"whe n asked what category to place Vitamin Water, we feel that enough people answered other choices to conclude that generally there isnââ¬â¢t a strong association between the two. Considering the other answer choices on this question, many respondents may have chosen enhanced water through the process of elimination. As the brand inventory showed, people associate the drink with multiple categories because of the many different types of branding. 5. No one was able to recall that Brian Urlacher is a spokes person for the brand. This may mean that Vitamin Water is paying him for no reason, or it could mean that he is just not the person to reach the target population for survey respondents. On the other hand, Kelly Clarkson wouldnââ¬â¢t be considered the best fit for a spokesman to reach our target population either, but a number of respondents recognized her as a celebrity endorser of the brand. Clearly 50 cent is the most recognizable spokesman for the brand. There is an overload of celebrities in the industry endorsing so many different products that people get lost. If people are associating the wrong person with your brand it might affect your image. This is where Vitamin Water runs into a problem. Having too many spokes people for your brand confuses consumers and they donââ¬â¢t get a true image association. . Most respondents knew that Coca Cola was the parent company of Vitamin Water. This is most likely due to the highly publicized sale. This publicity was very good because it increased awareness of the brand. Since Coke is such a strong brand, it is very beneficial for Vitamin Water to associate its self with the brand and company. 7. Most respondents co rrectly identified Vitamin Waterââ¬â¢s distinctive characteristic: each flavor has a different set of vitamins. However, just as in question 4, we feel that many respondents may have chosen the correct answer through the process of elimination. A quarter of the respondents identified incorrect characteristics with the brand. We believe that this is a sign that the company isnââ¬â¢t effectively distinguishing themselves from their competitors when it comes to brand attributes. 8. 67. 5% of respondents have tasted Vitamin Water before. 25 of the 40 respondents gave comments about what they thought about the drink. Most of the comments were favorable, and there was only one very negative comment about the taste. Many consumers said that they thought the drink was ââ¬Å"Ok. â⬠9. People donââ¬â¢t know that there are 15 flavors of Vitamin Water offered. Only 3 respondents (7. 7%) knew that there are 15 flavors. Although we did not get to ask the question, chances are that most respondents havenââ¬â¢t visited the brand website because all 15 flavors are vividly displayed. The problem is that no one sells all 15 flavors (as discussed in the brand inventory). This is a differentiating characteristic of the brand and consumers donââ¬â¢t know about it. If variety is what sets you apart and people donââ¬â¢t have access to it, it doesnââ¬â¢t help the brand. 10. The last question tells us that most of the respondents have purchased Vitamin Water before, which is very good. We would have liked to get into brand loyalty and find out who purchased Vitamin Water a second or third time. There were some people who have tasted the brand but havenââ¬â¢t purchased it yet. This could be due to price or just due to the fact that they didnââ¬â¢t like the taste. Gap Analysis While the brand seems to be doing pretty well, we have determined that there are some gaps in the companyââ¬â¢s message which will affect Vitamin Waterââ¬â¢s image in the future. The main hindrance we see with the brand is its consistency. Itââ¬â¢s very difficult to tell what type of image the brand wants to have because they use so many different spokes people in commercials and advertisements. Consumers arenââ¬â¢t getting a consistent message about the image of the brand because they are seeing everyone from athletes, to actors, to singers. For the first couple of years after a new product release itââ¬â¢s important not to confuse consumers. For instance, now we see well known actors in Hanes underwear commercials, but in the past it was just Michael Jordan. Another reason consistency is such an issue with Vitamin Water is because consumers donââ¬â¢t know exactly what type of drink it is. When Vitamin Water hit the market it made its own category, ââ¬Å"enhanced water. â⬠Most consumers donââ¬â¢t even know what enhanced water is. This is where associations can be very useful. Some of Vitamin Waterââ¬â¢s top competitors such as Crystal Light, Gatorade, and Crystal Light are very particular about the type of people that are associated with their brands and making sure that there are consistent associations. Crystal Light. Gatorade is has defined its self as a sports drink. The company understands that people may drink Gatorade at other times, but that is their niche so they only feature athletes in their commercials. Red Bull doesnââ¬â¢t use athletes from main stream sports such as basketball, football, and baseball because they pay particular attention to the brand image they portray through the use of extreme sports and activities deeply rooted in culture. Branding Strategy Vitamin Water has tried to market its self as a ââ¬Å"Lifestyleâ⬠drink. This has worked thus far because the drink is new and thereââ¬â¢s not a lot of competition. The ââ¬Å"Lifestyleâ⬠category may work in other product categories such as clothes and shoes where there is such a thin line between categories. For instance, plenty of people by athletic apparel and wear them as every day clothing. However, in the beverage industry itââ¬â¢s necessary for a brand to distinguish its self by selecting a more specific segment of the market. Recommendation and Implementation We recommend that Coca Cola pick a specific market for Vitamin Water and concentrate its marketing efforts toward that category. This will help them to obtain a consistent message in their marketing strategy and advertisement. The most logical options for further segmentation in the beverage category for Vitamin Water are health, sports, and energy. Health- The name of the drink does imply that itââ¬â¢s healthy, but we donââ¬â¢t recommend that Vitamin Water take that association any farther. Being healthy isnââ¬â¢t one of the most important factors in choosing a drink for Vitamin Waterââ¬â¢s target market. Young, hip individuals are more concerned with the way a drink tastes and added benefits. Sports- The only drawback we see with having Vitamin Water in the sports drink category is that there are so many competitors is that specific market segment. Energy- We recommend that Vitamin Water develop its marketing and branding strategy as an energy drink. Vitamin Water contains ingredients such as vapor distilled, deionized water, taurine and crystalline fructose, all ingredients that are seen in other energy drinks. Coca-cola should focus on establishing the drink as an energy beverage opposed to being a health drink. Advertising its flavor as energy enhancing beverages will fit more closely with its endorsers and the ââ¬Å"Lifestyleâ⬠branding. Rappers and singers do need energy to perform, so Vitamin Water using 50 Cent and Kelly Clarkson as spokes people makes sense. While athletes also need energy, we recommend that Vitamin Water cease its contracts with athletes such as Brian Urlacher and Peyton Manning. These associations may confuse consumers into thinking that Vitamin Water is a sports drink. Other recommendations for Vitamin Water include cutting back on the number of flavor options it offers and the number of people that they use as endorsers of the brand. The company should implement new flavors slowly.
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