Coffee and Starbucks Executives Essay

Starbucks developed continuously and rapidly after Howard Schultz bought it. It was entered in â€Å"Fortune 500 companies† in March 2003. Because of the saturation of the market, Starbucks can not only relied on the American market, but also had to venture abroad and paid close attention to the growth of subsidiaries. During the expansion, Starbucks stuck to its basic principles and innovated constantly to cater to the taste of the native. Although Starbucks was operated successfully, it also experienced losses in many countries and faced many challenges and risk. It is essential for MNCs to choose the right mode of entry in any markets and make structural changes to motivate strategic changes, even mature MNCs, which can transfer some risk. Starbucks decided to use three strategies to enter into the international markets-licensing, wholly owned subsidiaries and joint ventures. Every strategy has its advantages and disadvantages, so managers of Starbucks need to consider carefully before entering other countries. Starbucks makes the different ways to enter in the markets according to the different situations of countries. For instance, Canada is close to America so the cultures and the habit of drinking coffee are close too. Starbucks chooses wholly owned subsidiary type to enter Canadian market. Some Asian countries such as Japan and Hong Kong, China, Starbucks selects joint ventures to get in these countries because their taste of coffee is different from American’s. Moreover, the strategic adjustment of Starbucks was to cover over an area in new stores. That can not only assist to disperse consumers and reduce their waiting time, but also decrease the costs and increase revenues. It also innovated some new products and cooperated with local companies. Culture, government, environment and the condition of Starbucks, all these can affect the choice of strategy. In short, before choosing strategy, managers of Starbucks ought to analyze the SWOT of Starbucks, the key environmental factors and how will this strategy influence the development of the company. Starbucks went international because it wanted to seek new international markets and opportunities of growth. Starbucks did many good management and analysis of risk before entering into different markets. It further researched the prospect of the products in other countries’ markets. Then it tried to sell in the local fashionable shops and was operated by expert managers from Seattle. Starbucks persisted in keeping their No Smoking principle and broad floor area, which attracted many Japanese women. That is a successful alliance that through using its own resources and cooperating with Sazaby, it understood the Japanese habits of drinking coffee drinks and introduced new products. Starbucks realized that young people in Asian countries were interested in the western way of life so it seized that mentality and attracted them successfully. Starbucks adjusted constantly to adapt the cultures of the host countries. For example, it offered meat buns and curry puffs to Asian countries because Asians like eating some food when drinking coffee. It is popular that the best coffee around the world is in Europe. However, Starbucks executives thought that coffees in Europe now is not as great as in the late 1990s so stores were opened quickly and bravely in Europe. The romantic atmosphere, No Smoking environment and self-help service mode of operation were the main reasons that attracted the young. Also, Starbucks provided an independent region for Middle East ladies because of its distinct culture. From the above examples, it seems that Starbucks considered completely. It did internal analysis to use its key success factors to help the company make full use of the opportunities abroad. It also analyzed the culture and environmental risk of the local markets. Starbucks faced many challenges and risk in the international operation. Firstly, the unstable political environment of the Middle East is one of the problems for Starbucks. The close relationship between America and Israel made Arab students boycott American services and goods. This is the political risk to Starbucks. Secondly, Starbucks faced crisis from non-governmental organizations. They asked Starbucks to afford the authentication of coffee beans to insure the production of coffee beans was proceeded under a certain social and financial condition. This is the environmental risk. Thirdly, Starbucks has country risk that the economic recession in some countries made the sales and revenues dropped sharply. Fourthly, Starbucks faced drastic industrial competition, high costs of developing business and resistance from customers who objected to globalization, especially in Europe. This is the strategic risk. Fifthly, complex joint ventures and application license agreement, lack of well-trained employees and appropriate store address, all of these made Starbucks hard to gain more profit and control the costs of international operation. This is the operational risk. Starbucks try to reduce the risk in many methods. First and foremost, Starbucks decided to offer new products to control the costs of international operation. Then, it announced to slow down the pace of expansion and close the defective stores. Also, Starbucks should reconsider the entry strategy and keep a watchful eye on price. The most important is to be careful to the international environment because there are many factors can affect the Starbucks’ decision-making. Starbucks recombined its structure and changed its strategy with its internationalization.

Converse Target Market Analysis

The Nike-owned American sportswear company has taken over its own distribution in China, moved senior marketing staff to China and put Nike ad agency Wieden & Kennedy in charge of a campaign centered on â€Å"Love Noise,† a documentary film (as well as an integrated marketing campaign) about one of the most quintessential aspects of the music world: the road trip. Two bands, 3,584 miles In August 2008, two Beijing-based groups — the post-punk-rock band P. K. 4, already one of the most influential bands in China, and Queen Sea Big Shark, a hybrid dance-rock group — traveled more than 3,584 miles by bus for two weeks. Alongside local bands in each venue, the two groups performed in six Chinese cities: Nanjing, Hangzhou, Changsha, Wuhan, Xi'an and Beijing. As the tour and story unfold, nine featured musicians reveal their personal journeys on the road to self-expression. The documentary was directed by Liu Feng, a filmmaker who joined Wieden & Kennedy in 2005. The program was created by the independent agency with media-planning support from WPP's Mindshare. Both companies also work with Nike, which acquired Converse in 2003. The documentary rolled out last month and will be distributed to consumers who purchase Converse shoes at local retailers through the end of March. It's a risky move to adapt Converse's music-oriented U. S. strategy for China, because the country's independent music scene is still very small. On tour, unknown bands typically attract dozens or hundreds of people, not thousands. China's independent music scene doesn't have anywhere near the mass appeal it has in the West. It's at the pioneering stage at this point, but it is growing,† said Cheryl Calegari, who relocated to Shanghai as Converse's senior marketing director for Asia/Pacific last January. Close ties with music world Converse has cultivated close ties with the music world for decades. The Chuck Taylor All Star and other Converse shoes have been worn by music legends such as Sid Vicious and Blondie, and Converse created a special-edition shoe for Kurt Cobain. Throughout our 100-year history, we've always celebrated art, music and fashion, so it was a natural fit for us to be a part of what's happening in China,† Ms. Calegari said. Before joining Converse in 2005, she worked with fashion brands such as Tommy Hilfiger and Kenneth Cole. Ms. Calegari arrived in China at about the same time the Nike subsidiary stepped up its presence in the mainland. It has increased its marketing investment and last year switched from a licensing setup to a distributor model. Converse shoes are now sold in more than 1,800 retail outlets in China.

Organisational System Security Internet Security Issues Essay

Adware – Is a software which you get when you have downloaded a different program or software for free or at a reduced price. Its main purpose is to download adverts to your computer screen when you visit websites. Adware is seen by a developer as away to recover costs of making software. But to the general user adverts on there monitor are annoying because it puts them off of what there doing and they have to close every advert down manually. Blackhat – Is a name given to a hacker whose purpose is to access data with out permission and to damage it or change it. Blackhat hackers can do this for arrange of reasons to make profit or as a hobby. They may also send other users viruses, internet worms or spam them. This type of hacker is known as the bad guy in the computer world. Botnet – Is a software robot, when a spammer sends out viruses to general users a Bot is attached to it. Once the spammer has control of the infected computers then they will have to purchase a Botnet which then lets them operate the controlled computers, then the spammer will send out a message to the computers cause them to send spam to mail servers, resulting in users opening up there mail will have tons of junk. Denial of service – Is an attack which leaves users with out use of the services of a website which they would normally use. The DoS attack does not normally mean the controller of it has stolen information, but has cost the company which it has targeted money and time. This can cause users that use that company’s website to purchase what they want from another website meaning that company’s business rivals are making money from the DoS attack on them. Exploit – Is a software which contains commands that take advantage of a computer system with weak security, the purpose of an exploit is to give a user more privileges on a computer system allowing them to access more data which was previously restricted from them. A weakness in the exploit is that it stops running when a newer version of the software is installed. Keylogger – Is a device which you can get as software or hardware it is connected or installed inside your keyboard. Its function is to log in keystrokes. There are many different reasons why we may use this such as helping fix computer system errors or seeing how an employee users there keyboard to see if there good at there job. You can purchase Keylogger’s off the internet. Malware – Is a software, its task is to damage a computer system such as to give a computer system a virus. Malware gets its name from the beginning of the word malicious and the ending of the word software. Malware’s include arrange of harmful programs such as computer viruses, worms, Trojans, rootkits and sometimes adware. Packet sniffing – Is a software or hardware which is used to analyze traffic that is passing through over a network. The packet sniffer checks each packet then decodes them so that they can be analyzed, to check there content. The analyzing is useful for finding out network problems, monitor network usage from users and debug client and network protocols. This will help maintain a network. Phishing – Is a term given that is a breech of security by a hacker. Such as attempting to acquire sensitive information on other computer users like there usernames, passwords and credit card information. The hackers target popular websites such as eBay, MySpace and PayPal. They get hold of user’s personnel information by sending fake emails pretending to by your bank. Piggybacking – Is a computer word which refers to a user connecting there laptop or computer to another persons internet connection. Then using the internet without the permission of the owner of the internet connection. But if you own a cafà © and have a hotspot this is not considered piggybacking because you have given permission to people to use your hotspot to connect to the internet. Spyware – Is a computer software that is secretly installed on to your computer and can take control over something’s that you do on it. It can install software which you did not want on your computer also it can make you go on websites that you did not click to go on and it could led you to harmful viruses that could affect your computer. When turning off your computer spyware can even change your computer settings. Trojan – A Trojan is a computer virus that appears on your computer designed to cause your computer harm. It has been know to be similar to a worm. Some Trojans may not cause harm to your computer but the six main types of Trojans are ones that cause remote access, data destruction, download, get on to a server, anti – viruses software disabler and denial of service attack. Whitehat – Is the name given to a hacker, who’s purpose is to prevent a breech of security within a company or organization. They are normally employed by a company to protect against there counterparts blackhat hackers who want to hack and steal information and data that does not belong to them. In the computing world the Whitehat hacker is know as the good guy. Worm – Is a computer program which sends copies of its self to networks, designed to cause harm to the network that they have targeted. It likes to eat up the bandwidth used on the network. Worms can also cause serious harm and damage to a computer operating system by attacking the weak parts of the computer. Zero-day Attack – Is a threat to computers, by trying to take control of computer applications that are unknown or patchfree. The attacker that controls the zero-day attack normally sets it up on a public forum because of the number of users that it could affect. Zombie – Is a computer that has been attached to the internet by a computer hacker. The owners of zombie computers do not know that there computers have be compromised. They are normally used as part of a botnet, but while they have been put in zombie mode the hacker can use other user’s computers to send Trojans or other harmful viruses. Resources Adware http://en.wikipedia.org/wiki/Adware Blackhat http://en.wikipedia.org/wiki/Black_hat Botnet http://en.wikipedia.org/wiki/Botnet http://www.ibiblio.org/botnet/flora/indexstart.html Denial of service http://searchsoftwarequality.techtarget.com/sDefinition/0,,sid92_gci213591,00.html Exploit http://en.wikipedia.org/wiki/Exploit_(computer_security) Keylogger http://en.wikipedia.org/wiki/Keystroke_logging http://www.actualspy.com/ Malware http://en.wikipedia.org/wiki/Malware http://www.microsoft.com/technet/security/alerts/info/malware.mspx Packet sniffing http://en.wikipedia.org/wiki/Packet_sniffer http://netsecurity.about.com/cs/hackertools/a/aa121403.htm Phishing http://www.antiphishing.org/ http://www.webopedia.com/TERM/p/phishing.html Piggybacking http://www.thefreedictionary.com/piggybacking Spyware http://en.wikipedia.org/wiki/Spyware Trojan http://en.wikipedia.org/wiki/Trojan_horse_(computing) Whitehat http://en.wikipedia.org/wiki/White_hat Worm http://en.wikipedia.org/wiki/Computer_worm#Protecting_against_dangerous_computer_worms Zero-day Attack http://en.wikipedia.org/wiki/Zero-Day_Attack http://www.wisegeek.com/what-is-a-zero-day-attack.htm Zombie http://en.wikipedia.org/wiki/Zombie_computer

Growth rates and inflation rate Essay Example | Topics and Well Written Essays - 750 words

Growth rates and inflation rate - Essay Example Increase in prices of commodities result into reduced purchasing power. It is vital to note that the impacts of inflation are not uniformly distributed but they are benefits to some while at the same time they are hidden costs to majority of consumers. For instance, during inflation, the prices of physical assets increase thus making the owners to enjoy increased value of their assets (Auernheimer 25). But on the other hand, individuals who are willing to purchase the assets will pay more. Another impact of inflation is that it results to erosion of real value of money. One of the key impacts of inflation is that it results into inefficiencies that affect the budgeting and planning strategies of a government and firms. Based on its effect of reducing the real value of money, inflation makes firms to incur profits and losses. Another effect of inflation is that it results into uncertainties in the consumer’s purchasing power. As a result, there is low demand of products the level of investment as well as saving decreases. Despite the negative implications of the inflation on the economy, a moderate inflation allows real wages to decrease even if nominal wages are not changed resulting to equilibrium in the labor market. According to Robert Mundell theory, a moderate inflation allows savers to increase their amount of savings in order to have adequate funds to finance future activities. Through the increased saving, money is supply is put under control thus creating an economic equilibrium Conclusion In their efforts to regulate money supply, central banks emulate various microeconomic policies. These include open market operations, increasing or decreasing the rate on interest, discount rates and bank reserves among others. In cases the money in circulation increases to uncontrollable level, inflation results. Similarly, from the above discussion, it is clear that based on the

ANDERSEN HOLDINGS PRIVATE HEALTHCARE1 Essay Example | Topics and Well Written Essays - 2750 words

ANDERSEN HOLDINGS PRIVATE HEALTHCARE1 - Essay Example The healthcare services that the company provides are delivered in an integrated framework which in instrumental in reaching the company to various market segments. Concept of Marketing for Andersen Holdings Private Healthcare Prior to the analysis of the options available for Anderson Healthcare as well as the possible marketing strategies it is important to review the basic concepts of marketing and selling in brief. The marketing for the company would mean a focus towards the target customers that the company caters to (Peppers and Rogers, 2004, pp. 78-84). The business processes are structured in such a way that the benefits of the patients would be the main focus for the business managers. Since the company operates in the healthcare sector, the specific groups of patients with different problems would be the target market for the Anderson. Hence for achieving customer satisfaction, Anderson would try to meet their specific needs. This marketing strategy would help Anderson in t he achievement of the desired goals and would provide a competitive advantage amidst a very intense competition. This concept of marketing is different from that of the selling concept, which is more inclined towards the mass market and aims at the profitability through increases in the sales volume. Customer satisfaction and brand loyalty is a less important part of selling as distinguished from marketing concept. Marketing as a function In order to develop a sustainable brand the companies need to nurture the marketing function from the inception of the company. A serious marketing function in a company would engage into thorough market research and develop the product as per the needs of the potential customers. The company also needs to spend enough on the marketing communications to make an awareness of the brand to the customers. Thus the seven P’s of services marketing like Product, Place, Promotion, Price, Physical Evidence, People and Process are the areas where the companies should work on. For Anderson, it is also important to spend enough on the marketing aspect to ensure the strengthening of the brand equity of this healthcare service provider. Segmentation Target markets Anderson reaches to each of the target customer groups mainly based on the geographical segmentation strategy. The major markets where the brand has noticeable presence are Europe and Asia. The countries at where the company has medical centres include UK, Austria, Germany and Switzerland. United Arab Emirates is also one of the major target markets of the healthcare company. In the eastern part of the globe the company has presence in China, Indonesia, Philippines, Sri Lanka, India, Pakistan, Myanmar, Singapore as well as Australia. The recent venture of the company has been the Baltic countries and the Russian markets (Boone and Kurtz, 2010, p. 453). Market Segments The company focuses on the different specialised

Analytic Report of Hunting PLC Essay Example | Topics and Well Written Essays - 1000 words

Analytic Report of Hunting PLC - Essay Example Hunting Plc focused on the shipping industry. Originally, the Hunting Plc had been named Hunting and Pattison. The company has two ships. The two ships are Genii and Sylvia. During 1890, Hunting Plc invested large sums of capital in the oil tanker business (Plunkett 2007). The managers of Hunting Plc focused on their activity, being a broker for the tankers. As time flew by rapidly, the managers of Hunting Plc expanded their business. The new 1930s to 1940s focus included aircraft maintenance. In addition, the company entered the air transports during the 1930s and 1940s.also, the company set up the Hunting aircraft during 1944. In 1945, Hunting Plc gave time to their new business venture, Hunting Air Travel Ld and the airline business. During 1959, the company also ventured into the new business British Aircraft Corporation. Presently, the company is engaged in the construction of oil wells and oil platform accessories market segment (http://www.hunting.plc.uk/). Further, the compan y used borrowed money to finance the company’s assets. The total liabilities amount, ?217,000 includes the accounts payable and short/long term debt. The company also generates ?103,000,000 funds from other liabilities (http://uk.finance.yahoo.com/q/is?s=HTG.L&annual). Borrowing money is another source of cash inflows. Another source of funds is capital investment (Brigham 2011). In terms of Hunting Plc’s 2009 size, the company is significantly BIG. As of 2009, the company’s current assets reached ?580,000,000. In addition, the company’s 2009 total assets amounts to ? 818,000,000. The total assets include the ?404,000,000 cash and cash equivalents, ? 54,000,000, and inventory amounting to net receivables amounting to ? 116,000,000 (http://uk.finance.yahoo.com/q/is?s=HTG.L&annual). Identity if the type of Hunting Plc. Hunting Plc is Britain’s top supplier of the needs of companies engaged in the oil and gas industries. An estimated 30 percent of the company is owned by the Hunting family. The company’s headquarters is in London. In terms of operations, the company operates in the oil and gas equipment and services area. The company supplies materials needed by the gas and oil business players. Further, Hunting Plc competes on broad basis. The company’s competitors include Petrofact Limited. The other competitors are The Wir Group PLC. A third group is called Schlumberg Ltd. Another competitor is Lamprell Plc. Hunting Plc generated ? 360,000,000 alone during 2009. Likewise, Hunting Plc generated a net income after tax amounting to ? 29,000,000. Based on its history, Hunting Plc established its own unique growth strategy by acquiring other related companies. Hunting Plc acquired Innova Extel for US $ 125 million during August of 2010. The company’s acquisition ensures Hunting Plc’s entry into the profitable environment electronics technology to the worldwide energy environment. Another growth strategy is to set up a branch in strategic locations around the world. The company sets up production plants and hires people around the world to deliver the world famous top quality service to the Hunting Plc clients. The company also established leading technological and service presence on its current business strategies. The company prefers to enter into a business where profits are very significantly large (Hutaikbat 2011). Mission The company’s mission statement is a good model to be implemented. The employees and management set up a

Planet of the Apes Coursework Example | Topics and Well Written Essays - 500 words

Planet of the Apes - Coursework Example These fossils suggest that two Eurasian ape lineages, the Siyapithecus and the Dryopithecus, are the ancestors of great apes and humans. The Siyapithecus are the presumably the forebears of the orangutan. The Dryopithecus are the ancestors of the African apes and humans. Unlike in Africa, full fossils of primates in Eurasia are not as abundant. The fossils of primates in Eurasia are mostly mandibles, teeth, and partial bone fragments. The first fossil primate found and named was Adapis parisiensis Cuvier 1822. This was a lemur found from the chalk mines of Paris. Cuvier, because of the mistaken belief that human origin came from Africa, thought his find was an ungulate. It was not until after Cuvier’s death that his student, Édouard Lartet, identified this first fossil as a higher primate. The Adapis parisiensis is now know as Pliopithecus. The Pliopithecus is a jaw. This and other evidence has convinced the skeptical scholars that these higher primates had once lived in Europe. The first fossil great ape, Dryopithecus, from the French Pyrà ©nà ©es was discovered in 1872. Many more ape jaws and teeth fragments, along with a few limb bones were found all over Europe during the 19th and 20th centuries. These fossils suggest that two Euras ian ape lineages, the Siyapithecus and the Dryopithecus, are the ancestors of great apes and humans. A primitive ape and great ape’s differences began with their body size. A primitive ape is smaller than a great ape. A primitive ape had a body shaped like a monkey. This allowed treetop traveling, using all four limbs. With a long lower back, a flexible back, and a deep rib cage, treetop traveling was easy. Power and speed was enabled by flexible elbow, shoulder, and hip joints. These joints kept the limbs under the body. The arms and legs on a primitive ape were the same size. On the other hand, great apes were built to hang and swing from branch to branch. The

Gender Study on Working and Stay-at-home Mothers Research Paper

Gender Study on Working and Stay-at-home Mothers - Research Paper Example In addition, it portrays the effects of gender in the society. Further, it denotes the perception of children towards the differences existing between their parents. Working mothers This refers to mothers who associate themselves with various income generating activities. They have lesser dependence on either their spouses or their parents. They involve both the married working mothers and single working mothers. They dedicate much of their time to work living only few hours to be with their families. Some ambiguous questions emerge from some individuals as to why, when, and what their intention is behind them (mothers) working (Lippa 2005). One of the main reasons behind mothers working for pay is to be independent. Another reason may be their (working mothers’) desire to live a live where they have total control of their finances. In addition, the work of mothers does not end up at work. More than half of the total number of working moms are those with families. Therefore, it is their (moms) obligation to hurry from work to home to provide for their families. Further, they have some customary duties to perform at their homes. For instance, they must get home earlier before their husbands so that they make several preparations concerning their meals. They also have to know the progress of their children. On the side of single working mothers, they find themselves having a full responsibility at home. They must strive to make ends meet, as they also have to avail the commodities the children require. Some children demand their mothers to provide for their necessities, which may be costly. Therefore, there is a need for single mothers to work harder to earn enough for their expenditure. They should ensure there is a surplus in their accounts. This means that they should make better calculations concerning their income and total expenses. Further, they need to make several adjustments on the total expenses. Through this, they will be able to manage their family requirements, as they eliminate the tertiary demands. In addition, single-working mothers have an extra task of time management. They search for ways of creating more time to deal with personal issues. Bearing in mind that they are the families’ sole breadwinner, they ensure they work towards the success of their business operations. They also make a good choice when it comes to friendship. They choose friends who are hard working and those who motivate other people not to despair in their work. The success of single mothers is a great joy to their families. They also bring to light less efforts for handling a family. This is a great encouragement to the single mothers not at work. Thereafter, they have an appraising hand from the entire society. Stay-at-home mothers A Housewife is another name referring to a stay-at-home mother. Most of their work is within the homestead. They do not get any remuneration for the tasks they undertake. Their main work is to ensure that they raise their kids and control their families. Stay-at-home mothers perform many tasks each day. They act as their children’s instructors, first aiders, doctors, and nannies. Some mothers are also the chefs of their homes and their children’s playmate. Further, they have a total control on the finances they use everyday . If they would require any pay, they may earn more than those working outside the homestead may earn. This is in respect to the different tasks they perform. They decide to be housewives because of their husbands’ potential to provide for the families. Difference between working mothers and stay-at-home mothe

Project Management Essay Example | Topics and Well Written Essays - 750 words - 3

Project Management - Essay Example The fertile soil of the Delta consists of alluvial and marine deposits; Increasing use of fertilizers, herbicides and pesticides â€Å"are compromising the water and habitat quality of large portions of the Delta ecosystem.† Fish grown and exported provide a large portion of the economy’s export earnings. â€Å"water quality is compromised from the industrial and municipal effluent of the capital city of B. located just northwest of the Delta.† Decrease in numbers of migratory birds in the Delta - affects the newly developing tourism industry. A stakeholder interest and influence chart is devised illustrating the stakeholder groups’ relative interest and influence in the project. This identifies those who should be managed, monitored, or kept informed or satisfied. Additionally, communities and environmentalists are specially interested in reducing pollution; workers in enhancing their livelihoods, and L due to violations of the EEZ. Desperate stakeholder groups are the poorer communities and those facing water shortages in S. Capacity for participation is expected to be greatest by those who stand to benefit economically, especially the tourism industry, and the international and national NGOs. Generally, those stakeholders with the greatest interest coupled with influence will have greater capacities. In keeping with the objective of frank disclosure of project information, fostering a culture of improvement, and stakeholders are encouraged to participate commensurate with their importance and valuable contributions. The WRB requires appropriate structures, mechanisms and systems in place, which all stakeholders must work together to ensure. The purpose of this analysis is to identify the problems and needs of the region, and, to recommend measures for poverty reduction, ecological sustainability and macroeconomic development. In doing so, we seek active involvement of

GEOGRAPHY 141 PROJECT 2 Term Paper Example | Topics and Well Written Essays - 1000 words

GEOGRAPHY 141 PROJECT 2 - Term Paper Example The article sheds light on environmental degradation occasioned by the deforestation in search of wood fuel or emission from kerosene stoves. The stove developed is partly some of the strategies that Keberenge suggests should be rolled out mostly in rural Kenya to save the environment. Chanji, Tobias. Nema threatens to sue Coast hotels for pollution. 19 February 2013 . 15 April 2013 . Coastal city is a major tourist destination city in Kenya. Nonetheless, the article raises concerns regarding some of the hotels in the city that fail to treat the effluent from their hotels before releasing them to the environment. The article further sounds a warning that if expeditious measures are not taken to address the issue Kenya might lose out on tourists who are the major contributors to the foreign exchange. Njoroge, Karanja. Nairobi sewage chocked by population. 2 December 2012. 4 April 2013 . The article essentially talks about the strain that population growth in Nairobi is having on the i nfrastructure and more so the sewerage system. According to Njoroge, the sewerage system than serves Nairobi metropolis was meant to serve a population of one million in 1961 when it was constructed. Unfortunately, the same system is being used 50 years later to serve a population that is three times more to that of 1961. The impact has been constant bursting of sewerage system causing environmental and health hazards to the city residents. Nyasato, Robert. Experts worried about waste disposal in Kisii. 07 April 2013. 15 April 2013 . The article by Nyasato tackles the red flag raised by Richard Omboga, who is a waste management consultant based in Kisii County, regarding the inappropriate disposal of solid waste in the county. Omboga is worried that if nothing is done to provide appropriate dumping site from household and medical facilities, then the lives of the residents around is endangered. He further asserts that the garbage and other solid wastes are toxic and if allowed to be swept by running water it could harm the communities that utilize the water. Basically, the author raises concerns over unavailability of proper waste dumping site in Kisii County. Nyong'o, Anyang'. Our future lies in rapid urbanisation but we are not planning for it. 14 October 2012. 14 April 2013 . The article covers the strain of resources orchestrated by rapid urbanization. The authors raises concern that the developmental and urbanizations of Kenya is likely to face hurdles as no structures are being put in place to match the developmental agenda. Otieno, Jeckonia. Cement firm dust chokes residents’ lives. 26 February 2013. 15 April 2013 . The article talks about the environmental impacts of a cement manufacturing factory located long Mombasa-Nairobi Highway. Otieno Jeckonia, who is

Medicine Lab Report Example | Topics and Well Written Essays - 1250 words

Medicine - Lab Report Example FEV1 or FEV 1 / EVC % ration between males and females. Heart Rate is defined as the number of heart contractions in 1minute and Stroke Volume is the amount of blood ejected by heart in each beat. Cardiac output in a resting individual of average size is about 5 liters/minute. In an untrained individual heart rate is about 72 beats per minute so stroke volume is about 70 milliliters. 2. OXYGEN CARRYING CAPACITY OF BLOOD: Hemoglobin present in our Red Blood Cells binds the Oxygen present in the blood and forms Oxyhemoglobin during pulmonary circulation. The blood is circulated to different parts of the body including skeletal muscles. 3. SKELETAL MUSCLE MASS: Of the three factors determining maximum oxygen consumption, the most important is the role of skeletal muscle. The larger the mass of exercising skeletal muscle , greater the potential for increasing whole body oxygen consumption. Example: A runner running on a treadmill at a given speed requires certain amount of oxygen. If he increases the speed, the amount of oxygen required would also increase. The runner keeps increasing the speed and hence the corresponding oxygen requirement also increases until a point is reached where he can't increase the speed. The volume of Oxygen used by muscles at that point is optimum which is defined as VO2 Max. GREIWE, J. S., L. A. KAMINSKY, M. H. WHALEY, and G. B. DWYER. ... The volume of Oxygen used by muscles at that point is optimum which is defined as VO2 Max. EXPLAINING VO2 MAX TO A LAYMAN VO2 Max: - V= Volume, O2 =Oxygen & Max= Maximum VO2 Max is calculated in "ml/Kg/min" Example: If my client is 24Year old and his VO2 Max is 24 ml/Kg/m, As for a layman I will explain him that in 1 minute, 1 Kg of his body weight consume a maximum of 24 ml of oxygen to provide energy. COMPARING VO2 MAX RESULTS WITH ASTRAND AND YMCA TESTS GREIWE, J. S., L. A. KAMINSKY, M. H. WHALEY, and G. B. DWYER. Evaluation of the ACSM sub maximal ergo meter test for estimating VO2max. Med. Sci. Sports Exerc. Vol. 27, No. 9, pp. 1315-1320, 1995. The purpose of this investigation was to assess the reliability and validity of maximal oxygen uptake estimates (ESTmax) from the ACSM sub maximal cycle ergo meter test. Subjects included 15 men and 15 women aged 21-54 yr who performed two sub maximal tests and one maximal cycle ergo meter test to determine maximal oxygen uptake (VO2max). During the sub maximal tests, heart rates (HR) were recorded from a radio telemetry monitor. ESTmax was predicted for both sub maximal trials by extrapolating HR to an age-predicted maximal HR. Correlation coefficient and standard error of measure (SEmeas) for ESTmax between submaximal trials were r = 0.863 and SEmeas = 0.40 l. min-1, while a t-test revealed no significant difference between trials. Although trial means were not significantly different, la rge variation in individual cases was evident by the high SEmeas (0.40 l.min-1) and by a large SEmeas expressed as a percentage of the mean (13%). The mean of the two ESTmax significantly overestimated measured VO2max with percent error, total error,

Heart of Darkness Parallels Essay Example for Free

Heart of Darkness Parallels Essay Apocalypse Now is a movie directed by Francis Coppola came out in 1979. It is set at the height of the Vietnam War. U. S. Army Captain Willard is sent on a top secret mission into the jungles of Cambodia. His mission is to seek out and destroy Colonel Kurtz, who is believed to have gone completely insane. The novel Heart of Darkness and the movie Apocalypse Now have many parallels. Both works follow the same story line but presented in completely different contexts. Even though Apocalypse Now is based upon the book, there are still many differences in themes, characters, and events. The largest of these differences is the setting and time of the two works. While watching Apocalypse Now the viewer is able to observe many scenes that are similar with the novel Heart of Darkness. One of the most apparent of these scenes is when the natives attack the men on the boats. After the attack Coppola and Conrad both use fog to show the uncertainty the characters have in regards to completing their tasks. The men in the novel begin to randomly shoot into the jungle once the attack begins. They are unable to see their attackers so they are shooting completely blind. After the attack is over a large cloud of smoke from the men’s guns floating in front of the boat. Marlow then continues to lead the men of the boat blindly up the Congo River. In Apocalypse Now after the attack by the natives, a fog also surrounds the boat. In the movie the fog is used to represents Willard’s thoughts. Captain Willard is not sure whether what he is doing is worthwhile. He has no idea what he is getting himself into; one of his men has just died without even knowing the purpose of his mission. The fog in both stories is used to represent the leader’s uncertainty of their missions. In both Apocalypse Now and Heart of Darkness madness is represented during the attack. In the novel the Helmsman goes crazy and in the novel Chief is the character that succumbs to madness. In Heart of Darkness when the natives attack the boat the Helmsman begins to go crazy, jumping up and down going absolutely mad during the attack, acting like a complete animal. He begins shaking his empty rifle and screaming at the men on the shore he is unable to see. In the movie, Chief begins to go mad when he realizes that not even Willard knows the location of where they are headed. When the boat is to be attacked by the natives with harmless arrows the Chief goes absolutely absurd. Screaming at the shores completely exposing himself to his attackers. A huge mistake because as soon as Chief exposes himself a spear that turns out to be deadly hits him. There are many parallels between the novel Heart of Darkness and the movie Apocalypse Now. Throughout the entire movie there are scenes that are nearly identical to the novel. During the attack seen parallels with fog and madness can be seen in both Apocalypse Now and Heart of Darkness.

Market analysis of Sodexo and food and facilities management services

Market analysis of Sodexo and food and facilities management services INTRODUCTION: Sodexo is one of the flourishing food and facilities management services. It believes in providing quality services is winning the customers heart and trust ;through which they have been successful in the market. The organization has more than 25 years old experience in the field of hotel chains, resorts and vacation villas. The organization contains the best and most efficient staff to provide quality service including laundry, housekeeping and food serving. According to Peter, customer service is defined as fulfilling needs and expectations of customers according to them (Whitman, 2001). Since quality assurance is the key to gain the trust of customers and to maintain the competitive edge it is important to have a quality assessment in hotels to know the standards of a hotel. (Bo Edvardsson, 2006) Edvardsson advised the concept of services should be viewed from customers approach because they are the main users of the services and best to judge it. Different customers have different demands and they may look at same thing with different views. People belonging to different cultures, religions have different perceptions, social behavior and preferences. Many researches are done on assessing the service qualities through customer satisfaction in several parts of the world; (Davidson, 2003), (ONeill, 1996), the Kano model (Preece, 2002), (Amy Wong Ooi Mei, 1991) etc. Literature Review: The theory and models designed to evaluate the service quality and potential gaps in quality in hotel industry are necessary. Hotels do market research to get full information about its target audiences and the environment. TQM Total Quality Measurement is a new management term introduced to execute the exceeding demands of the customers. Different hotels use different approaches to TQM according to the surroundings and competition. Measuring Service Quality: The actual evaluation takes place at the time of delivery, whether its beyond expectations are below expectations. The time when we service our customers is the moment of truth that gives the result. For instance the food delivered in the hotel gets its immediate feedback either by the verbal response or in written form by the customers. SERVQUAL MEASURING TECHNIQUE: SERVQUAL model which is also referred as the skeleton for measuring service quality. It basically evaluates what the customer demanded and what he got, the difference between the two. It includes five basic dimensions on which the customers assessed the quality he received and what he had in mind; Tangibles: the physical appearance and facilities of the personnel Reliability: ability to perform the desired service accurately and efficiently Responsiveness: Availability and willingness to help the customers Assurance: Knowledge of employees to gain trust and confidence Empathy: Caring, making customers feel special and cared. The advantage from this model is that it provides an immediate response of the customers after the service delivery which if not up to mark could be sent for improvement. For instance the responsiveness of the hotel staff is just a call away from ones room. On time assistance availability always adds up to the quality of services they provide. Today almost every hotel in the world has their feedback form based on the SERVQUAL model of assessing the quality of services. However there has been some criticism about the model, Brotherton and Booth implemented SERVQUAL strategy on a 4 star hotel and found out that customers viewed tangibles as the hygiene and cleanliness of the resources. The homogeneity in the dimensions of the model is said not to be appropriate in providing exact results. Knutson introduced LODGSERVE for service quality evaluation, Mackey developed REQUAL and etc. all the studies carried out on this topic indicates that certain dimensions are highly valued by the custo mers which mainly includes the interaction and physical quality. THE CHRISTOPHER NAD YALLOP MODEL: Christopher and Yallop suggest a four stage process model to measure the perceptions customers have when they receive the services; Identify the vital elements that are important to the customers and why Understand the importance attached behind it Investigate how successful the organization is in providing those elements Analyze from the collected data for improvements. The model basically suggests an inquiry set to investigate the expectations of the customers. It is important to know what the special or important requirement of the customers is and why is it so? Answers to this can help the organization earn customers trust and reliability. Then the organization needs to evaluate itself by seeing how well he fulfills those demands and how The answer to this can lead the organization to further improvement, analyzing the strengths and weaknesses of the organization in terms of customers perception. Especial rooms are designed according to the demands of the customers, the food menu contains a variety to serve all possible taste they could for vegans, Chinese or different people from different culture. THE PRUDENTIAL MODEL: (McCabe, 2001) Prudential model suggest how financial advice is also a way to meet the expectations of the customers and gain their satisfaction. It examines the perception of customers in terms of what they value most or what would make them value the most. Are there any possible changes that could be implemented in the organization? The charges in the hotel are reasonable and set according to the market equilibrium which should be acknowledged by the customers. The overall package of their stay; food, laundry, hygiene etc are the factors that the customers look for and expect it to be standardized. The hotel charges are kept such that if offers a complete package the customers with the room and other complimentary facilities like sports club, gym, swimming pool etc. THE ECR (EFFECTIVE CONSUMER RESPONSE) MODEL: The main theory of this model suggests that the companies should give continuous focus on the elements that are highly values by the customers. The preference of a certain service or product for instance if the room service is very efficient hotel should invest more in this department in order to gain more customers. Also an appropriate use of technology for efficient usage of resources to satisfy customers. BLUE PRINTING It is a common and very effective theory adopted by the hotel through which they ensure an effective service delivery. It defines the whole process of offering services in three stages; backstage, front stage and line of visibility. The whole struggle is to maintain service standards and to update the whole process with a backup plan. The front stage for instance is the interaction the staff has with the people. The reservation process, greeting the customers and introducing them to the hotel, parking the car, guiding them to their rooms with their luggage etc. Second and the third stage that is the invisible services that the hotel takes care off. Like maintain the reservations with updates and checking for the desired room and its availability. Taking care of the facilities and maintenance required for it. Process Redesigning It is important to set service target standards which are transparent to the staff to work on. The feedback from the customers should be analyzed and strategies should be redesigned according to the demands of the customers. Redesigning services reduces the services failure, enhance productivity and increase customer satisfaction. The process of redesigning first step is to eliminate the non value adding steps, shift the system to self service. The involvement of customers to co-produce the service can lead to progression. SSTs Self Service Technology is the form of customer involvement such that the customers avail the services provided by the suppliers to evaluate and give a response. It is a flexible and cost saving method but requires a lot of effort. Therefore the basic delivery process involves three stages; Introductory scene Delivering the core/main service or product. Conclusion of the drama This provides the hotel with the information where the hotel is lacking in customers eye. MEHRABIAN- RUSSELL STIMULUS RESPONSE MODEL This is a model that indicates how customers response to environment that surrounds the, Emotional or physical responses like anxiety, boredom or excitement. How different environments gives different responses of customers in different surrounding. How variety of factors can affect customers response. The surrounding, color scheme etc influence the customers. For instance the signs and symbols hanged for guidance in multi languages for the ease of the customers. All these models and theories incorporate the similar concept implied for customer satisfaction. Sodexo and other hotels in the world implied these concepts to maintain or improve their service standards because hotel business heavily relies on quality service. SERVICE QUALITY GAPS: It is important to identify the key gaps that exist in delivering the services to the customers and how they can be overcome. (Sargeant, 2008) The Knowledge Gap: it is basically the barrier in communicating the expectations and demands of the customers to the hotel staff. It could be overcome by having a strong market research by carrying out interviews or sampling questionnaire which should be repeated once a while. Management should be allowed to interact with the customers to know what they feel and expect. The management should make sure the feedback is implemented immediately and monitored constantly. The Policy Gap: it is the differences or restrictions made because of the policies. To overcome this gap it is important to use systematic processes to improve working methods. The goals, agendas and priorities based on customers demands and expectations which should be transparent to the employees. The Delivery Gap: it is the difference between the quality service delivered and the service itself. It is important to ensure that the performance of the customers and also that the customers understand the service delivered. For this the employees should be well trained to perform the required tasks more efficiently. Employees should be clear in what they have to deliver and do in more effective way. Consistent monitoring should be done to endure how well are they are performing; they should be motivated to work harder with incentives. The hotel should be updated in terms of technology. Advanced and cost effective equipments should be installed for better and quick services. This would also make a balance between productivity and demand. The customers should be educated enough o perform their roles successfully to gain customers trust. The Communication Gap: this occurs because of the communication barriers between the customers and the staff. To overcome this gap it is important to have transparent vertical integration in the organization such that the information can easily flow in. The managers should be able to identify the problems the staff is facing or their demands to produce better results. Employees should be involved in the basic functions of the organization. By rotating and recruiting the staff can lead to more efficient and motivated employees to provide better results. The Perception Gap: this occurs when there is a perception gap between the customers and the management and employees. It is important to show customers with some evident changes that the hotel is putting in efforts to meet their requirements. By tangibilizing the management can show their customers how concerned they are for their customers. The Service Gap: it is the collection of all the gaps which cause the services to get bad. It could be overcome by overcoming and monitoring all other gaps. It is important to provide the customers with the best service and make sure that they acknowledge it and are satisfied. By implying the theories and models according to the requirement of the hotel the management can meet the demands of the customers and gain their trust. The hotels should have a constant feedback system with immediate implementation to make the customers realize that they are important. By monitoring the work and progress of the staff the management needs to make sure that the staff is motivated enough and works with a team spirit. It is highly important for the hotel industry that the customers are satisfied and becomes loyal to the service it offers.

Gauley Bridge Disaster and Bhopal Disaster

Gauley Bridge Disaster and Bhopal Disaster Accident Causation Gauley Bridge Disaster Industrial disasters were common during the great depression because of the disregard for safety guidelines by contracting companies. Accident causations during this period were mainly the inability by organization to uphold the safety regulations for employees working in hazardous conditions such as silicosis infection as in the case of the Gauley Bridge disaster. The Gauley Bridge disaster is one of the largest industrial disasters in the United States. The disaster occurred in 1930s during the great recession (Corn 132). The project that led to the occurrence of the disaster involved the construction of a hydroelectric generation power in West Virginia. This required the diversion of water of the two rivers in the area to enhance the power generation process (Magnuson 322). The Rinehart and Dennis Company and the New Kanahwa Power Company companies were involved in the construction the tunnel and power plant respectively. The Rinehart and Dennis Company contracted both African-Americans and Caucasians to work in the construction of the tunnel in 1930s. The construction of the tunnel involved drilling through a rock that had a high percentage of silicon. Research indicates that some of the rocks in the area, had approximately 99.3% silicon, which was very hazardous to humans. In addition, the workforce at the tunnel were not provided with the appropriate safety gears and the machinery used contributed to increase in dust from the site (Corn 133). The individuals working at the site were exposed to high levels of silicon from the rock and hence contracted silicosis. The exact number of individuals who died from the disaster was not established by the approximate number provided was 700 individuals; most of whom were African-Americans. The causes of the disaster involved the failure by the company to examine the conditions of the area in terms of silicon percentage in order to employ the appropriate safety mechanisms (Magnuson 324). In addition, the workers were not provided with dust masks which could have reduced the number of deaths as well as silicosis infections. Bhopal Disaster The Bhopal disaster occurred because of the leakage of the methyl isocyanate (MIC) gas from various storage tanks of the Union Carbide factory in India.   The Union carbide factory is located in the region of Madhya Pradesh at Bhopal, India. The methyl isocyanate (MIC) gas is used as an intermediate in the production of pesticides and is produced by mixing phosgene gas with methyl amine. The total amount of gas that was released to the air from the factory is estimated to be 36 tones (Bowonder and Harold 184). The methyl isocyanate gas had various effects on the environment and residents of Bhopal such as chest tightness, burning sensation in the eyes and reduction of levels of oxygen from the environment. This gas accident caused approximately 2500 deaths and caused permanent physical body damage to approximately 17000 individuals. The pollution caused by this disaster continue to affect the residents of Bhopal due to the pollution of water and soils in the surrounding areas (Bowo nder and Harold 190). The causes of the Bhopal disaster were both technical and safety issues. The inappropriate storage of the gas in tanks for long duration violated the safety guidelines. In addition, the location of the factory in a populous neighborhood contributed to the high number of causalities. Other causes include the malfunctioning of the refrigeration units and safety devices at the factory. This accident could have be prevented through the implementation of various safety guidelines such as installation of adequate number of safety devices and the storage of the gas at the right containers based on the safety guidelines (Bowonder and Harold 200). The factory should be located in sparsely populous areas to minimize the number of casualties in case of an accident. Related Accidents or Disasters Triangle Shirtwaist Factory fire: This industrial accident occurred in New York City in 1905. The disaster caused approximately 100 workers through burning and injuries while escaping fire. The disaster was caused by malfunctioning of the machines and failure by the company to uphold safety guidelines on fire. A legislation requiring improved safety guidelines in the industries was established to prevent future accidents. Chicago Crib Disaster: This disaster occurred in 1909 when fire broke out during the construction of a Chicago water intake tunnel. Data indicates that approximately 60 workers died from burns and by drowning in the lake. Various safety legislations have been enacted to ensure the safety of workers as well as installation of appropriate fire escape mechanisms in risky working sites.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Works Cited Bowonder, B., and Harold A. Linstone. Notes on the Bhopal accident: Risk analysis and multiple perspectives. Technological Forecasting and Social Change 32.2 (1987): 183-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   202. Corn, Jacqueline K. Historical aspects of industrial hygiene-II. Silicosis. The American Industrial Hygiene Association Journal 41.2 (1980): 125-133. Magnuson, Harold J. Health hazards in the construction industry. Journal of Occupational and Environmental Medicine 3.7 (1961): 321-325.

Imperialism and Colonialism Essay -- Imperialism produces colonialism

Imperialism has been noted to be practice of foreign rule in a context of hierarchy and subordination, which can eventually lead to the formation of an empire. Imperialism refers directly to the enhancement of power and military superiority. At the time when developed nations were colonizing less developed nations around the 1870s, the age of Imperialism began. Referring to the time were nations such as the United States, Germany, and Japan began to employ imperialist doctrines to their governance, yet imperialist tendencies had been around for centuries. Even before imperialism there was mercantilism, and colonialism, which consisted of an extension of a nation's sovereignty over territory and people outside its own boundaries, to facilitate economic domination over their resources, labor, and markets. As well, the arrival of traders, settlers, and the establishment of governing systems, which reinforced the â€Å"peripheral† status of colonies. (power point source). There are also different phases of imperialism, there is high imperialism, which corresponds to the industrial revolution, and the second phase includes the use of new industrial power, creating high level of rivalry between high industrial powers. Imperial powers would ally themselves and aim their efforts in securing the territory, creating a new form of power, Imperialism being an imposition. Asia produces the majority of all the goods in the world, to go from an agrarian economy to an industrial economy through a surplus, that can later be used for industrial investments Triangular trade Patterns of imperial territorial acquisition A brief non-Eurocentric history: China, the Indian Ocean and the Arabian Peninsula. Imperialism is part of the essential nature ... ...tp://www.econlib.org/library/Enc/Mercantilism.html>. Cannan, Edwin. "Smith: Wealth of Nations." Library of Economics and Liberty. Google. Web. 27 Mar. 2015. . "Mercantilism." WNEC FACULTY/STAFF HOME PAGES. Web. 27 Mar. 2015. . Koebner, Richard. "Imperialism: The Story and Significance." Google Books. Google. Web. 02 Apr. 2015. Emerson, Rupert. "Journal of Contemporary History." Http://iiiprxy.library.miami.edu:2086/stable/259788?seq=2. Web. 03 Apr. 2015. Patrick, O'Brien. Mercantilism and Imperialism in the Rise and Decline of the Dutch and British Economies 1585-1815. 4th ed. Vol. 148. Web. 27 Mar. 2015. .

Discuss Stevenson’s portrayal of the dual nature of man’s personality :: English Literature:

Discuss Stevenson’s portrayal of the dual nature of man’s personality in the novel: Dr Jekyll and Mr. Hyde Robert Louis Stevenson’s novel â€Å"The strange case of Dr. Jekyll and Mr. Hyde† was deeply influenced by a number of diverse factors. Stevenson came from a family with a history of lawyers, doctors and other similar professions. His nanny was a very devoted Christian and from a young age used to teach him wrong from right. The novel was based on a nightmare he had and he constructed it from there. Another factor is Darwin’s theory of evolution; in â€Å"The origin of species† published in 1859 in it he states that men are descended from apes. Another factor which very much influenced Stevenson’s portrayal of the duality of man was Sigmund Freud’s psychological theory. laws. According to Freud, we are all born with our own id, an important part of our personality because it allows us to get our basic needs met. Freud believed that the id is based on our pleasure principle. In other words, the id wants whatever feels good at the time, with no consideration for the reality of the situation. A good example of this is a baby; the id is dominant in his personality, when he wants food, it cries. During the Victorian era however people found it very hard to believe these theories as they went against natural In the novel Dr. Jekyll is like an ego the outer part of you which everyone sees and Mr. Hyde is like the id the part of us we all try to suppress as it is unacceptable in society. When the id wants something, nothing else is important. The novel â€Å"The strange case of Dr. Jekyll and Mr. Hyde† was published in 1886 during the Victorian times. It was originally intended as a frightening Christmas tale. The protagonist in this novel is a man who has a dual identity. The title "Jekyll and Hyde" sounds like seek and hide which might indicate what the story is about and why those characters have those names. Perhaps Stevenson advocates that throughout the book a game of hide and seek is being played this creates a feeling of mystery and suspense and the reader is continually captivated. Dr Jekyll created Mr. Hyde in his somewhat warped view that the soul is made up of two separate divisions: the good and the bad his mission was to find a drug that separates the two so that they two do not have to live in constant competition. We can tell that Stevenson used Freud’s ideas in when he says; â€Å"The man is Discuss Stevenson’s portrayal of the dual nature of man’s personality :: English Literature: Discuss Stevenson’s portrayal of the dual nature of man’s personality in the novel: Dr Jekyll and Mr. Hyde Robert Louis Stevenson’s novel â€Å"The strange case of Dr. Jekyll and Mr. Hyde† was deeply influenced by a number of diverse factors. Stevenson came from a family with a history of lawyers, doctors and other similar professions. His nanny was a very devoted Christian and from a young age used to teach him wrong from right. The novel was based on a nightmare he had and he constructed it from there. Another factor is Darwin’s theory of evolution; in â€Å"The origin of species† published in 1859 in it he states that men are descended from apes. Another factor which very much influenced Stevenson’s portrayal of the duality of man was Sigmund Freud’s psychological theory. laws. According to Freud, we are all born with our own id, an important part of our personality because it allows us to get our basic needs met. Freud believed that the id is based on our pleasure principle. In other words, the id wants whatever feels good at the time, with no consideration for the reality of the situation. A good example of this is a baby; the id is dominant in his personality, when he wants food, it cries. During the Victorian era however people found it very hard to believe these theories as they went against natural In the novel Dr. Jekyll is like an ego the outer part of you which everyone sees and Mr. Hyde is like the id the part of us we all try to suppress as it is unacceptable in society. When the id wants something, nothing else is important. The novel â€Å"The strange case of Dr. Jekyll and Mr. Hyde† was published in 1886 during the Victorian times. It was originally intended as a frightening Christmas tale. The protagonist in this novel is a man who has a dual identity. The title "Jekyll and Hyde" sounds like seek and hide which might indicate what the story is about and why those characters have those names. Perhaps Stevenson advocates that throughout the book a game of hide and seek is being played this creates a feeling of mystery and suspense and the reader is continually captivated. Dr Jekyll created Mr. Hyde in his somewhat warped view that the soul is made up of two separate divisions: the good and the bad his mission was to find a drug that separates the two so that they two do not have to live in constant competition. We can tell that Stevenson used Freud’s ideas in when he says; â€Å"The man is

Cadbury India

EXECUTIVE SUMMARY Chocolates had its beginnings in the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made a bitter frothy chocolate out of them. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular solid form. The main ingredient of chocolates is cocoa, grown mainly on the equatorial zones of South America. The other ingredients that go into the making of chocolates are: sugar, milk solids, and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost.The following report attempts to make a study on the chocolate industry and the position of the chocolate brand, Cadbury. The brand name chosen is the umbrella brand as we feel that the corporate name is recognised as a brand, not so much its individual products. The study will focus on the marketing and advertising strategy employed by Cadbury in the context of the Indian macro enviro nment and industry structure. The advertising strategy will be studied with respect to Cadbury's business and marketing objectives. The strategies adopted will be analyzed for each product offering.The same is followed to a minimal extent for its major competitor, Nestle India Limited, to get an understanding of where Cadbury stands. The report initially focuses on an examination of the industry environment and the product class. The report then goes on to analyse the corporate, marketing and advertising strategies adopted by the selected company and its main competitor. It concludes by looking at the future challenges and recommendations for the industry and the company. TABLE OF CONTENTS Chapter 1 INTRODUCTION ; RESEARCH METHODOLOGY1 1. Research details(Type of research, Sample size, Sample design, DataCollection)8 2. Limitations of the project8 3. Market Segmentation9 4. Psychographics ; Demographics 12 Chapter 2 COMPANY PROFILE13 Chapter 3 KEY SUCCESS FACTORS 14 Chapter 4 PRODUC T PORTFOLIO 15 Chapter 5 STRATEGIC BRAND ANALYSIS 16 Chapter 6 ORGANISATION ANALYSIS 17 Chapter 7 COMPETITOR ANALYSIS 19 7. 1 Nestle (Strengths and Weaknesses)19 7. 2 Amul (Strengths and Weaknesses)21 7. 3 Cadbury (Strategy and Future Plans) 22 Chapter 8 CUSTOMER ANALYSIS 24 8. 1 Need gap analysis vis-a-vis competitors24Chapter 9 EXTERNAL ENVIRONMENT ANALYSIS29 9. 1 The Chocolate Industry in India 29 Chapter 10 BRAND IDENTITY 30 Chapter 11 BRAND PRISM 31 Chapter 12 BRAND POSITIONING 33 Chapter 13 BRAND IMAGE 36 Chapter 14 BRAND PERSONALITY 37 Chapter 15 PORTERS FIVE FORCES FRAMEWORK 40 Chapter 16 FUTURE CHALLENGES42 Chapter 17 RECOMMENDATIONS TO GEAR UP FUTURE CHALLENGES 43 Annexure Appendix A: Porter’s 5 Forces Model44 Appendix B: Positioning with respect to the price segments45 Bibliography46 Chapter-1 INTRODUCTION AND RESEARCH METHODOLOGY 1. 1 Research DetailsType of Research: Exploratory and Descriptive. Sample Units: Two of the Number One brands in India namely Cadburys and Nestle, respectively, were chosen on the basis of their market shares. These two industries were chosen on the basis of the usage of the products, as the usage of FMCG’s is high and noticeable. Sample Design: Non-probability sampling was resorted to and the methods used is Convenience sampling and Judgment sampling. Samples size: The total sample size is 32, which includes consumers of all the two brands, retailers of Cadburys and Nestle. Data Collection: Data was collected both from secondary sources as well as rimary data was also collected. A structured questionnaire method was used to collect primary data. Secondary data was soured from various published sources which include magazine like A;M, Business India and Business world. Newspaper like Brand Equality, Brand wagon and The Times of India were also used. Annual Report of Cadburys and Nestle were also referred. Data was analyzed manually and with the help of computer software EXCEL, to make graphs and pie charts. 1. 2 Limitations of the project: 1. For generalization of the results a study needs to be undertaken based in a larger sample across different industries. . Since the study is confined to Mumbai only, the findings cannot be applied to other parts of the country. 1. 3 Market Segmentation This can be done in two ways: product forms and customer based. With Respect To Product Forms There are four major segments in the Indian Chocolate Industry: Moulded Chocolate Segment This segment constitutes 50% of the total market. Cadbury’s Dairy Milk (CDM) – Cadbury’s flagship brand – has 50% of this segment market. To position CDM in this segment Cadbury used the traditional demographic variables of age, socio-economic groups and usage intensity.CDM was positioned as a product that elders (parents) bought for children. Cadbury has actually associated itself to enduring and emotional values of love, sharing, parental affection, and reward. Considering that CDM practica lly acts as a trend setter for all the brands in this segment, this limited the positioning of the entire category towards children only. Amul attempted to expand the category by bringing in teenagers, but it was not successful. The Cadbury brands in this segment are CDM, Fruit ; Nut, Crackle, Bournville.CDM is basically the leading brand here, and the others act as an endorser basket for the company. Nestle forms 25% of this segment and the company’s major brands are Nestle Classic, Nestle Milk Chocolate and Nestle Crunch. From around 1993, this segment began showing signs of maturity. This was hurting CDM. This led to Cadbury attempting to rejuvenate the segment. They changed their core customer from children to that of the universe: both children and adults. This attempt at redefining the market to enticing all age groups helped bring about changes in the segment.Today, the notion associated with the consumption of chocolates is that of casualness instead of just product c onsumption. Today, this segment grows at 40% per annum, and is likely to remain an important segment for further growth. Countline Bars Segment This segment forms 33% of the chocolates market. This segment is mostly targeted at teenagers. Major Cadbury brands are 5-Star, Break, Real, Krisp, and Double Decker. 5-Star is doing well here (about 50% of the segment) while the rest of the brands act as endorser brands. Nestle has a minor presence in this category with its product Bar-One.Growth of a Sub Segment: Chocolate Wafers Chocolate wafers are the new products being offered by chocolate companies today in order to expand the market. In 1995, Cadbury and Nestle launched Perk and KitKat respectively. These were wafer–enrobed chocolates in a new context and a different benefit offering. Both chocolates had a snack positioning. Perk offered the anytime anywhere snack proposition – ‘Thodi si Pet Puja’, whereas KitKat tried to promote snacking through ‘Hav e a break, Have a KitKat. The growth rate of this segment is 15-20% annually, and is estimated to be worth over Rs. 00 crores, making it a very lucrative segment. Internationally, confectionery products like wafer chocolates have a very high tonnage and have a much bigger future than plain chocolates. Market research and success of these two brands suggest that Indian consumers are ready for accepting the wafer chocolate proposition. The conviction of both Cadbury and Nestle towards this segment can be gauged from the fact that both brands are seeing unprecedented allocation of funds, to the tune of 60% to 70% of the total advertisement budget of both companies on chocolates. Choco Panned SegmentsThis segment forms 4% of the total market and Cadbury has 100% of the market in this segment. The major brands are Nutties, Caramels, Butterscotch and Tiffins. All of these brands have been used by Cadbury to drive variety, induce gifting practices and serve to some specific taste preferenc es. Cadbury does not advertise these brands. They have been used as flanker products. The opportunity for growth in this segment is high what with the imminent entry of multinationals like Mars and Hershey’s. This is also likely to pose a threat to Cadbury, what with its complacency. Sugar Panned SegmentThis segment form 15% of the total market and Cadbury has about 98% of this segment, its major brands being Gems and Eclairs. Eclairs has been used strategically to foster chocolate consumption among children as well as adults by offering a tiny ‘guilt free, eat no more than a biteful’ at a convenient price point. (65% of Eclairs eaters are from the households earning less than Rs. 4000/- per month. ) Gems is still Cadbury’s primary tool to protect its franchise in the child segment. It was previously associated in its commercials with the international spy character, James Bond.Around 1995, Gems was repositioned to broad base its appeal from 3-6 years olds to teenagers as well. However this failed due to the product form which has become deeply rooted with kids and hence the company has reverted back to the target segment of kids with a new offering of ‘Chocogems'. With Respect To The Consumer Buying Power These are: 1. High income customers (price greater than Rs. 25 for 40 gm. ) who will go in for premium chocolate brands. 2. Middle income customers (price between Rs. 10 – 25) who are price sensitive. 3. Children, who are mostly price driven and will consume more of toffees in the price range of Rs. . 50 – 1. 1. 4 Psychographics And Demographics This is attempted in terms of the consumers. 1. High income customers – it is estimated the age group buying the chocolates will be 22 onwards. The income level is estimated to be Rs. 8000 per month. The customers are mostly urban, and are mostly professionals (engineers, doctors, executives, etc. ) The psychographic profile: They can either be individuals indulgi ng themselves, or they could be indulging their children. They are inner directed people who form their own values and norms and believe in not adhering blindly to social norms. They re somewhat occasion driven in their buying behaviour. 2. Middle income customers – it is estimated that the age group in this segment will be 15 plus. The income level is estimated to be around Rs. 5000 per month. The consumers can be urban, semi urban, and is currently spreading to rural areas. The psychographic profile: they are likely to be variety seeking in their behaviour. They are self expressing by nature and inner directed to an extent. They like to indulge themselves. Children – the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money.The consumers can be urban, semi urban, and rural, though their is a somewhat greater emphasis on urban. The psychographic profile: they are novelty seeking in behaviour. They are also fun lovin g. CHAPTER-2 COMPANY PROFILE Cadbury India Limited Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited in July 1948. They started off by setting up production facilities at Thane to manufacture chocolates, malted foods, cocoa powder and drinking chocolate using the technical know how of the parent company.The company has manufacturing facilities at Malanpur and Induri. During 1997, the company invested Rs. 80 crores in the two factories. At Malanpur, the capacity of Eclairs (one of the Cadbury range of products) production was increased, a new wafer line was installed, and the chocolate making capacity was increased. This increase is from 7000 to 17000 tonnes. At Induri, a new moulded line was installed to manufacture center filled moulded in orange and coffee Truffle. Cadbury is the market leader in the Indian chocolate market with a share of 70% and sales of around 12000 tons.It has successfully differentiated its produc t over the years by strategic brand building. The company had realised that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation. This has lately been modified to including the rational perspective so as to catalyze increased consumption of chocolates within the family.KEY BUSINESS OBJECTIVE: – â€Å"to continuously provide products that are value for money†. CHAPTER-3 KEY SUCCESS FACTORS (KSF) On analysing the market, the phenomenal success of the company can be attributed to: The pioneer advantage (first mover advantage) – The company was the first to enter the Indian market, as early as 1956. For a long time, it was practically the only dominant player in the market. It, therefore, enjoyed a large s hare of both customer’s heart and mind. So much so that for an entire generation, chocolate was synonymous with Cadbury. It is only recently that the company has started facing some threat from Nestle.A strong endorser brand – Cadbury realised early that volumes would not be enough to support all its brands with heavy advertisements. Hence what they were to take CDM as the flagship brand and advertised it heavily to popularise the brand name to help the flanker brands around CDM. But in the last two years the company has spent extensively on the chocolate wafer segment (without treating it as a flanker brand of CDM), seeing as how the segment has been growing phenomenally. Right product formulation – the climatic conditions and the Indian taste are very different from the western markets where the company first started its operations.Cadbury was able to successfully reformulate its product as per the Indian conditions, while entrants like Nestle could not do so. Presence in all segments – Cadbury has a presence in the entire range, starting from low priced hard boiled sweets and sugar confectionery to the premium range of chocolates. The company also claims success in all these segments it has been entering recently. CHAPTER-4 PRODUCT PORTFOLIO The following is the list of the major brands of the company: Cadbury’s Dairy Milk Cadbury’s Gems Cadbury’s Nutties Cadbury’s Crackle Cadbury’s 5 Star Cadbury’s Mr.Pops Cadbury’s Eclairs Cadbury's Truffle Cadbury's Gold Cadbury's Bournville Cadbury's Tiffins Cadbury's Butterscotch CHAPTER-5 STRATEGIC BRAND ANALYSIS OF CADBURY CHAPTER-6 ORGANIZATION ANALYSIS It was in 1824 that John Cadbury opened a shop in Birmingham in the UK. Originally selling tea and it was, however, the marginal lines of cocoa and chocolate that in just a few years took over as the mainstay of the business. The Cadbury Brothers first made milk chocolate in 1897, but by tod ay's standards was a very coarse dry product made by blending milk powder with cocoa and sugar.The Swiss who produced a superior product by using condensed milk then dominated the milk chocolate market. In the early 1900s George Cadbury was determined to meet this challenge and, together with the experts from the Bournville factory, started to research new recipes and production methods. By June 1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk, and containing far more milk than any previously known product, was ready to go into production. Although considerable technological advances have since been made in the production processes, the recipe is still basically the same as it was in 1904.In 1905 the chocolate was launched under the name Cadbury  Dairy  Milk. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited in July 1948. BRAND CHARTER VISION:- â€Å"Cadbury in every pocketà ¢â‚¬  and â€Å"Superior Shareholder Value† PURPOSE:-â€Å"Working together to create brands people love†. VALUES:- Cadbury is an international company, proud of their long heritage, respectful of the social and natural environment in which they operate, supportive of their consumers, customers and colleagues and passionate about success.Cadbury believes in making, marketing and selling unique brands which give or bring  pleasure to millions of consumers around the world every day. Cadbury is committed to the highest standards of corporate governance and corporate and social responsibility. BRAND TEXTURE:- Chocolate-The very word makes your mouth water. Chocolate is not just a food it’s a state of mind. Throughout history, chocolate has been associated with romance and sharing, and today the richness and smoothness of Cadbury chocolate is what makes it one of the world's favorite treats.Cadbury is a world-renowned name with more than 150 years of chocolate he ritage. Available in over 160 countries, Cadbury is the single largest brand in chocolate on an international basis. The Cadbury name can be seen in all chocolate related categories including confectionery, ice cream, cakes, biscuits, chilled desserts and chocolate based drinks. Synonymous with the very word chocolate, Cadbury has a unique relationship with the consumer. This relationship is underpinned by the powerful visual icons of the Cadbury brands – the Cadbury signature, the colour purple, the ‘glass and a half' trademark, and the chocolate itself.These all come together to form the brand identity-the Cadbury Master Brand. Cadbury had realized that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation. T his has lately been modified to including the rational perspective so as to catalyze increased consumption of chocolates within the family. CHAPTER-7 COMPETITOR ANALYSISIndian Chocolate market having a turnover of Rs. 350 crore (20,000 tonnes) has three major market players CIL dominating the market by capturing 70% of the market share, followed by Nestle having 20% of market share, Amul having a niche market of 7% and remaining 3% with small players. 7. 1 Nestle India Limited: Nestle is a strong player in chocolates world wide but it entered the Indian market much later (in 1991) than one of its global competitor Cadbury. . Nestle ended 1997with a 41% increase in their net profit with Rs. 74. 3 crores. The net sales of the company amounted to Rs. 425 crores, which is an 18% increase over last year. Out of this, chocolates had a 31% increase in the sales turnover. Nestle’s initial foray into the Indian market was not very successful. The problem was in the formulation of the product. They were soft chocolates with high fat content which were unsuitable to the Indian climate. Also, the distribution focus had been on the larger cities and urban areas, which limited their customer base. It was with the launch of KitKat that the company’s strategy changed with respect to both product and distribution.It increased its distribution network to cover small towns and interiors as well, so as to increase their customer base. It also modified the formulation of the moulded chocolates to suit the Indian conditions. The company used three layers of foil packaging so that KitKat could survive the summer heat. The product was targeted at the casual consumers of chocolates – primarily adults through a clear proposition of fulfilling a snacking need which basically took advantage of the fact that the existing chocolates in the market were too heavy to be had as a light snack.The company sees a huge potential in the wafer covered with milk chocolate, not on ly in the chocolate market but also in the premium biscuit market. The company is trying to expand the market in this direction by portraying it as a product taken during the breaks. The distribution and packaging are in harmony with the broad marketing plans of the company. Nestle followed a strategy of distributing its chocolates in ice-lined Sintex tanks to protect them. KitKat currently has the maximum reach in terms of the number of outlets it accesses.This has helped the company to increase the consumer base and to sell the new concept. KitKat packaging synergies with the total brand appeal. It has been packaged to keep the product fresh, crisp and protected from the harsh climactic conditions in the country. Special packaging is also integral to KitKat break ritual, which plays a part in the brand mystique. Nestle owes much of the success of its Eclair to the price point at which it was kept. Nestle Eclair has a filling of white chocolate. This makes it relatively less expose d to the perils of high excise duties faced by other Eclairs.The white chocolate filling also -makes it different in the taste and therefore Cadbury Eclairs for a long time neglected it as its competitor. Taking advantage of the exemption from excise hike, Nestle has priced its Eclair appropriately in a price sensitive market. Taking this price advantage, it has been able to corner 7. 5% of the market for chocolates as a whole and 27% of the market for eclairs. Milky Bar is a white chocolate from Nestle and is targeted primarily at children. The sugary taste of the white chocolate appeals to the children.It is positioned as a source of energy and nutrition (Ad Line – Milkybar, give me the power). The positioning is used to influence the decision-making unit for the consumers in this segment i. e. their –parents. The health and nutrition oriented proposition is used to counter the negative perception of the parents that chocolates are bad for the teeth and unhealthy. Ne stle have also entered the sugar confectionery market, in direct competition with Cadbury by offering Allen's Splash, and Allen's Koffees, and Allen's Butterscotch.With eroding margins and increasing competition, Nestle has also started to look at exports to boost its turnover. Strengths: †¢ Market leader in coffee and baby food sector †¢ Well-established distribution network extending to rural areas. †¢ Strong brands in the FMCG sector. †¢ Low cost operations †¢ Large product portfolio. Weaknesses: †¢ Low presence in health drinks: – In comparison to Bournvita, Horlicks and Boost the market penetration of MILO is very low. †¢ Low Market Share in chocolates as compared to Cadbury’s. †¢ Didn’t get the first movers advantage. Initially the distribution focus had been on the larger cities and urban areas, which limited their customer base. 7. 2 Amul (Gujarat Cooperative Milk Marketing Federation Limited):- Amul is the third p layer in the chocolate market in India. This brand does not have any international lineage and is miniscule in terms of market share in chocolates, as compared to the other two players Cadbury and Nestle. Amul had an extremely focused positioning of ‘A gift for someone you Love’, albeit not targeted at a single age group. Strengths: †¢ Strong and extensive distribution and sales network. Large market penetration in dairy industry †¢ Age old market presence carries a traditional image. †¢ Quality and purity and trust as consumer relationship. †¢ Value for money and low price. Weaknesses: †¢ No focus on the chocolate industry. †¢ Lack of organizational commitment. †¢ Amul chocolates have shown a very limited product differentiation. †¢ Low retailers margin. 7. 3 CADBURY: Cadbury’s strategy is to create robust and sustainable regional positions in its two core markets, confectionery and beverages, through organic growth, acqui sitions and disposals.It has exited markets where its believed it did not have or could not build, sustainable business models. It has strengthened existing positions and extended its presence in higher margin, faster growing product categories or geographies within its core markets. The company follows a multi branding strategy i. e. having more than one brand cater to a particular segment that may even lead to the cannibalization of sales of one brand. The game plan for the company is to increase the consumption of chocolate and confectionery among adults by offering products in convenient packs at affordable price. FUTURE PLAN:-To develop the future we need a clear understanding of the future. Cadbury’s has these goals for the years ahead:- †¢ Deliver superior shareowner returns on the back of superior business performance †¢ Profitably and significantly increase its share of the global confectionery market †¢ Profitably secure and then grow its share of the regional beverages markets in which the company has chosen to participate †¢ To reinforce its reputation as a Company which motivates, develops and rewards employees for superior performance and make a difference in the communities in which it does business. To develop brands with mass franchise and widen out its distribution network further into the rural sector †¢ Keeping with the awareness that new product development provides the key to growth in this market †¢ Launch one new product every year and extend its sugar confectionery range â€Å"The future strategy of the company is to maintain its dominance. † CHAPTER-8 CUSTOMER ANALYSIS 8. 1 NEED GAP ANALYSIS VIS-A-VIS COMPETITORS: 1. Based on Retail Price: [pic] 2. Based on Packaging: [pic] 3. Based On Brand Name: [pic] 4. Based on CustomersHigh income customers – it is estimated the age group buying the chocolates will be 22 onwards. The income level is estimated to be Rs. 8000 per month. The custome rs are mostly urban, and are mostly professionals (engineers, doctors, executives, etc. ) Middle income customers – it is estimated that the age group in this segment will be 15 plus. The income level is estimated to be around Rs. 5000 per month. The consumers can be urban, semi urban, and is currently spreading to rural areas. Children – the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money.The consumers can be urban, semi urban, and rural, though there is a somewhat greater emphasis on urban. The psychographic profile: they are novelty seeking in behaviour. They are also fun loving. Consumer Buying Behaviour:- The product category comes under Fast Moving Consumer Foods (FMCG) and the product is generally purchased as a convenience good. The general characteristics of this product are: It is a low involvement product, but there are significant differences in various brands in market. The following matrix may hel p in studying the behavior of consumer for this particular product category.High InvolvementLow involvement Significant differences Complex buying behavior Variety seeking behaviour Between brands * chocolates Few differencesDissonance reducingHabitual buying Between brandsbuying behaviorbehaviour In this category, consumers are often found to do a lot of brand switching. Although the consumer expects some benefits from chocolates, but he chooses a brand without much evaluation, and evaluate it during consumption only. But next time, quite often he may reach for another brand out of boredom or a wish for a different taste.Brand switching occurs for the sake of variety rather than dissatisfaction. Since Cadbury has 70 % of market share, this variety-seeking behavior had not affected its sales negatively. This had been possible due to various factors like lack of strong competition. However, with the new entrants in the market, there has been stiff competition. There are few segments like wafer chocolates segment where company faces strong competition from Nestle, the second major player in the market. In these segments company should try to increase brand loyalty for its brands.This increased consumer loyalty will also act as deterrent towards development of strong competitors in other segments. Further to increase the overall size of market, company should try to increase consumer’s involvement with chocolates. The company has its products focused around three basic propositions:- ( Drives attitudes and behaviour: This is led by the company's flagship brand Cadbury Dairy Milk (CDM). CDM is currently positioned on the emotional plank of spontaneity and self-expression and is targeted mainly on the adult consumer. Drives Snacking Consumption: It has two main brands in this category – 5 Star & Perk. However both the brands are positioned in a slightly different manner. Perk is positioned as a any time snack anywhere, whereas 5 star is positioned as a Energy Bar. †¢ Drives variety, gifting and taste preference: The two brands in this category are Gems and Eclairs. However, there is a lot of difference between these two brands. While Gems is targeted primarily at children, Eclairs is a chocolate simulator, which simulated the taste and the feel of the chocolate but has to popped in the mouth like a toffee |Drives attitude and |Drives snacking and consumption |Drives variety, gifting and taste | | |behaviour | |preference | |Endorsers |Dairy Milk |5-Star |Gems | | | |Perk |Dairy Milk Eclairs | |Flankers |Bournville |Break |Butterscotch | | |Crackle | |Caramels | | |Nut Milk | |Nutties | | |Fruit & Nut | |Tiffins | | |Creamy Bar | | | | |Roast Almond | | | |Prodigals | | |Overtures (now withdrawn) | | | | |All Silk | Besides these endorsing brands, Cadbury traditionally has maintained a whole battery of flank and satellites in its brand portfolio.It has always focused on preempting any moves by a competitor by launching a bra nd of its own. The threat of Nestle's entry led to the launch of tactical brands like All Silk, Crackle and Break. Therefore, in the Cadbury's brand system, the flanker brands are used for the tactical purpose of plugging a gap in the segment where the threat of entry by a rival brand was imminent. Cadbury has also entered the sugar confectionery range of Googly and Mocka with the intention of expanding its range further. However, Nestle's successful entry through KitKat in the wafer segment proved that unless you support your flank brands actively, they are not going to be of any use in blocking competition.And hence Cadbury is showing some active interest in the area. CHAPTER-9 EXTERNAL ENVIRONMENT ANALYSIS 9. 1 The Chocolate Industry in India The chocolate industry in India has a size of 20000 tonnes and is worth about Rs. 400 crores. The chocolate market has been growing by nearly 35%; however there has been some slowdown in the last two years. The chocolate market is predominan tly urban with coverage of 95%. The sales volume have decreased by 5% in the last year and the chocolate market had declined with the average consumption coming down by 25% from 16000 tonnes to the current level of 12000 in the first quarter of 1997, largely due to the steep hike in excise duties. However, this trend has seen kind of a reversal in the latter half of 1997. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited. The parent company is the fourth largest in the world chocolate market, after Mars, Nestle, and Philip Morris. They set up operations here as far back as 1948, and will thus be completing 50 years of its existence here. Cadbury’s milk chocolate was first introduced in the Indian market in 1956. It made an immediate impact, quickly becoming the market leader – a success story, even to this day. The Major Players The major national players in the chocolate market in India are: Cadbury India LimitedNestle India Limited Gujarat Cooperative Milk Marketing Federation Limited (Amul) Two giants – Cadbury and Nestle, dominate the combined chocolate and eclair market. Together they have a 90% share of the entire market. Amul holds a 5% share, and is present only in the moulded chocolate segment of the market CHAPTER-10 BRAND IDENTITY Definition: Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members. Brand Identity Structure of Cadbury CHAPTER-11 BRAND PRISM Picture of sender (company)Taste, wholesome Friendly, Indulgent Physique Personality Liberation,Relationship Culture Individualism, Self Indulgence Casual, Independent Reflection Self Image Free child Picture of recipient (Customer) BENEFITS DERIVED FROM CADBURY BRAND †¢ Functional Benefit: Taste and contented †¢ Emotional Benefit: Happ iness †¢ Self-Expressive Benefit: Being yourself. liberation CHAPTER-12 BRAND POSITIONING Cadbury is the perfect expression of spontaneous, happy, joyous feelings. Eating Cadbury provides the  Ã‚   ‘Real Taste of Life’ experience. [pic] Positioning is the space occupied by Cadbury in the minds of the consumer.For the chocolate market, Cadbury is pitted against competitors like Nestle, Amul and substitutes like, chips, biscuits and other light snacks. Idea of positioning Cadbury is to occupy a distinct space, which is differentiable, yet powerful. The positioning of Cadbury in India is as follows: †¢ Thodi si pet puja kabhi bhi kahi bhi† †¢ Kya swad hai zindagi main †¢ Khane ka bahana chahiye Cadbury is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the ‘Real Taste of Life’ experience Basis of positioning Cadbury India believes in the following when it comes to positioning: †¢ Product based positioning †¢ Strong corporate brand. Product based positioning Quality/Value |Associations with Use Occasion | | | | |Kya swad hai zindagi main. |Thodi si pet puja kabhi bhi kahi bhi. | |The quality aspect is hugely emphasized in Cadbury. Even the |Cadbury can be consumed anytime as has been expressed in its | |physique, particularly the visuals(glass and a half symbol) |advertisement continuously. | STRONG CORPORATE BRAND Consumers know they can trust a chocolate bar that carries Cadbury branding. The relationship between Cadbury and individual brands is symbiotic with some brands benefiting more from the Cadbury relationship, i. e. ure chocolate brands such as Dairy Milk. Other brands have a more distant relationship, as the consumer motivation to purchase is ingredients other than chocolate, e. g. Crunchie. Thus the positioning of the umbrella brand Cadbury is such that it signifies trust to a great extent because of which the brand has a massive fan following. CHAPTER-13 BRAND IMAGE â€Å"Taste of life†Ã¢â‚¬Å"Be your self, care â€Å"free Brand image is what is perceived by the customers across the target segment. Its target segment can be divided into following segments: †¢ Kids †¢ Teenagers †¢ Mature adults Use based segmentation: Festivals such as Holi, Diwali. Occasions such as Valentines Day, birthdaysFor kids means enjoying the taste of chocolate and life. For adults the values are self expression. CHAPTER-14 BRAND PERSONALITY Many of the world's most powerful brands spend a great deal of time putting personality into their brands. It is the personality of a brand that can appeal to the four functions of a person's mind. For example, people make judgments about products and companies in personality terms. They might say, â€Å"I don't think that company is very friendly†, â€Å"I feel uneasy when I go into that branch†, â€Å"I just know that salesmen is not telling the truth about that product† or â€Å"That offer doesn't smell right to me†. Their minds work in a personality driven way.Given that this is true, then how can a company create a personality for its product or for itself? The answer lies in the choice and application of personality values and characteristics. A product's brand personality is a description of its characteristics in relation to the target market for the product. It assists marketers to develop suitable advertising and promotional campaigns for the product. The following diagram shows the Brand Personality of Cadbury. [pic] Cadbury’s different brands have different Brand Personalities. Some of them are discussed below: †¢ Cadbury’s Dairy Milk – The Rebel Leader Brand Personality of youthful exuberance and rebelliousness †¢ 5 Star – The champion companionMale personality and reliability †¢ Perk – The girl next door Brand personality of a warm, perky, naughty accessible, Indian girl next door â⠂¬ ¢ Milk Treat – Children’s Superhero For kids and School going children CHAPTER-15 PORTER’S FIVE FORCES FRAMEWORK [pic] MAKING OF THE BRAND CADBURY IN INDIA When Cadbury entered Indian market it knew that that India is a tough nut to crack with its vast and diverse geographical and cultural diversifications. Major challenges for Cadbury India was to get people accustomed to chocolates- primarily seen as a western taste and do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself.It decided to use a common platform that is universal to all cultures –‘The platform of love and affection’. It used emotional appeals to position its brand as a surrogate to parental affection for their children. The positioning clicked for Cadbury but the brand audit done a few years later revealed that it had restricted its market to the kids. To grow it had to target the elders also. So what was the next B ig Idea? The marketers decided to position the product ‘for the kid in all of us’. The communication for the new positioning was ‘The Real Taste of Life’. It portrayed itself as a perfect expression of spontaneous happy, joyous feelings.Cadbury conducts regular audits and tries to reinvent its strategies according to the findings of the audits. CHAPTER-16 FUTURE CHALLENGES Cadbury was recently plagued with allegations of supplying Worm infected chocolates. It received huge negative publicity and needs to avoid such fatal mistakes. The root cause for the above problem lies in the Distribution. Chocolates are a perishable product and therefore needs to be supplied to a retail outlet as fast as possible. At the same time retailers should be compensated for any stock that has expired without any hassles. The products also need to be transported in a refrigerated environment as they melt in room temperature. This Therefore needs to clearly redefine its distribut ion strategies.As Indian markets become more receptive to globalization there are chances of more and more MNCs entering the Indian market. Cadbury needs to maintain its brand equity through regular innovative advertisements and promotions. There is a growing threat from local substitutes. The Sweet shops are reinventing themselves and coming up with their own versions of chocolates. These find favor with the local tastes and are available in many varieties. Both MNC and Local Bakery brands are expanding their operations. Theses bakeries are manufacturing various verities of chocolates locally with local blends. They do not have to invest in extensive distribution and have as good quality as Cadbury. Their USP is providing fresh chocolates.Cadbury has to reinvent its strategies to face such future challenges. CHAPTER-17 RECOMMENDATIONS TO GEAR UP FOR FUTURE CHALLENGES †¢ Cadbury’s major problems are linked to the need for very responsive distribution network due to the p erishable nature of its products. Costs go up and problems like the recent worm episode arise. What we suggest is a revamping of its distribution network to make it more responsive. †¢ Indian consumers mainly consume sweets during some festivals. It must come up with innovative offerings for its chocolates to suit the need during such occasions. e. g. : Come up with shapes similar to Indian Sweets and package it innovatively reflecting the festival colors. Start exploring newer distribution channels like E-tailing where Hi-value chocolates are sold in specialized packs. [pic] Appendix B Positioning with respect to the price segments | Positioning |Drives attitude and behaviour |Drives snacking and consumption |Drives variety, gifting and taste | |Price | | |preferences | |High | |KitKat |Cadbury’s Fruit & Nut | |(above Rs. 25 for 40 | | |Cadbury’s Roast Almond | |gms. | | |Cadbury’s Bournville | | | | |Cadbury’s Nut Milk | | | | |Tango Almond | |Medi um |Cadbury’s Crackle |Cadbury’s Perk |Tango Fruit & Nut | |(Rs. 10-25 for 40 |Cadbury’s Dairy Milk | |Cadbury’s Creamy Bar | |gms. | | |Tango Cashew | | | | |Tango Crispy | | | | |Amul Fruit & Nut | | | | |Nestle Crunch | |Low |Nestle Premium Milk |Nestle Milkybar |Amul Milk Chocolate | |(below Rs. 10 for 40 |Nestle Classic |Kandos |Amul Bitter | |gms. |Tango Milk |Chuckles |Amul Orange | | | |Nestle Bar One |Amul Crisp | | | |Cadbury’s Break |Cadbury’s Relish | | | |Cadbury’s Five Star |Nestle Rich Dark | | | | |Mystique | BIBLIOGRAPHY Kapferer, Jean-Noel. â€Å"Strategic Brand Management†. The Free Press. A division of Macmillan, Inc. 1992 Edition Kotler, Philip. â€Å"Marketing Management† Analysis, Planning, Implementation, and Control Prentice-Hall, Inc. Eighth Edition Aaker, David, et al, â€Å"Advertising Management† Prentice-Hall, Inc. Fourth Edition Business Line ‘Catalyst' – Thu. Feb 19,199 8. Financial express ‘Brand Wagon' – Fri, Oct. 27, 1995 Internet Sources: †¢ www. business-standard. com †¢ www. financialexpress. com †¢ www. conomictimes. com †¢ www. hinduonline. com †¢ www. indiaserver. com †¢ www. expressindia. com †¢ www. indiainformer. com †¢ www. cadbury. co. uk †¢ www. india-today. com/btoday Back issues of A&Ms ———————– CADBURY Competitor Analysis ? Strength & Weakness ? Strategies ? Future Plan forecast Organization Analysis ? Vision, values and culture ~ brand texture ? Resource utilization Ext. Environment Analysis ? Policies & Govt. regulations (PEST) ? Technological ? Political Customers Analysis ? Need gap analysis ? Consumer behaviour Uti l ity Retail price C N A Utility Pkg. design A N C Utility A N C Brand name Joyful, lighthearted, CarefreeDairy Milk, Perk, Fruit and Nut, Crackle, Kit kat â€Å"The real taste of life† Stars: Ba chan, Zinta, Cyrus Real Taste of Life Brand Essence: spontaneous, happy, joyous feelings. Across the age Half full glass of milk pouring into chocolate and forming the C of Cadbury Cadbury Relationship Customer Cadbury For whom: Kids, teens, mums, adults, mature adults. (FOR EVERYBODY) Why? Offers rich taste Kya swad hai zindagi main Against whom: Competitors like, Nestle, Amul Substitutes like, Chips, Biscuits. When: All purpose consumable. Gifts, Light snack Receiver â€Å"current perception† Sender â€Å"Goal† Cadbury’s Brand Personality Reliable Down-to-Earth Fun-Loving Indulgent Confident FriendlyCadbury’s Brand Personality Indian sweets having chocolate flavor Many MNC’s planning to enter India. Also there threats from existing players in confectionary industry wanting to enter choclates. Vertical Integration could increase bargaining power of suppliers. Indian consumers are price sensitive and may easily switch. High rivalry but Cadbury enjo ys a good brand recall. Substitutes Substitutes like IceCreams, potato chips, biscuits, soft drinks, chewing gum, are a source of threat as well as opportunity for market expansion. Suppliers Major raw material Suppliers are cocoa producers in Latin American countries. Due to negligible Domestic production inIndia, suppliers enjoy high bargaining power. Milk supply also fluctuates, therefore, in summer months, milk suppliers gain sufficient bargaining power. Competitors Duopoly Both the major players have Financial muscle to sustain their Brands All players following a pull strategy. Buyers Since chocolates do not satisfy any immediate needs, it is not a necessary item. Consumer power is very high and consumers need to be persuaded through various positioning planks to consume chocolates. New Entrants Imminent entry of global majors like Hershey's, Mars etc. is bound to change the power equation in the Indian chocolate market. Appendix A Porter's 5 Forces Model