Racial Profiling by the Police Research Paper Example | Topics and Well Written Essays - 2000 words

Racial Profiling by the Police - Research Paper Example Everyone must have experienced profiling at least once in his/her life, but primarily persons are targeted. Such profiling is exercised by people in authority including school administrators, security personnel, criminal justice and law enforcement agencies. Police profiling is a type of racism carried out by the police officials against the offender. It has been seen that this problem has been prevalent in even the most developed parts of the world and it becomes the main reason of discrimination against the civilians. The police department is considered to be one of the most influential departments in all the countries and, hence, racial profiling by this department can lead to many problems within the infrastructure of the country. Recently, the congressman Keith Ellison picked a fight against the department by voicing his concerns for the Muslim Americans. Ellison stated: â€Å"Racial stereotyping is simply not good policing.. It threatens the values Americans hold dear†. He argued that he himself was a target of this discrimination and wanted the relevant authorities to take into notice the current problem going inside one of the most developed countries in the world (as cited in Diaz 2012). Racial profiling threatens our fundamental principles. Racial profiling by law enforcement agencies and the associated prosecution of people of colored skin is one such example. It targets people on artificial basis of color on matters of law enforcement, causing hindrances in policing efforts and making law enforcement agencies lose their credibility within the community which they have vowed to protect and serve. The police force is looked up to maintain fairness and justice in a society; the disgraceful exercise of racial profiling has caused people to fear the system. This unjust practice remains stain on democratic nations and an insult to the claims of racial equality. It is, however, imperative that the origins of racial profiling by the police force and criminal investigators are highlighted. In the 1950s, a high-profile officer at the Federal Bureau of Investigation, Howard Teten, introduced and popularized the mere notion of racial profiling by analyzing the attributes and traits of the criminal, his past records and the situation at the crime scene. This practice of profiling, even though stereotypical in nature, spilled over to the police force with time. Since September 11, 2001, racial profiling has grown and the Obama administration and FBI guidelines have been codified by these practices such as the dishonorable treatment of Muslims and Arabs as suspects, denying them equality of innocence and protection under law. What has been more disturbing is the federal government’s backing of record searches of immigrants, such as Latino and Mexican communities, by the local law enforcement agencies. Because any legal cure for racial discrimination by law enforcement presently necessitates specific evidence of committed to dis criminate, it is exceedingly problematic, if not impossible, for single sufferers to voice

Movie Analysis Of Kick Ass

Movie Analysis Of Kick Ass In the film Kick-Ass, directed by Matthew Vaughn, Dave Lizewski (Aaron Johnson), a teenager who is ignored by girls and obsessed with comics sets out to be a real superhero. He purchases a costume online and begins to fight crime with the name of Kick-Ass. After fighting off three thugs, Dave becomes a internet phenomenon and gets the help of other vigilantes in a collective goal to bring down mob boss Frank DAmico (Mark Strong). When analyzing the film, I noticed that it contains the elements of a Hero Myth that are clarified in Linda Segers article, Creating a Myth. While most heroes in film have superpowers or special abilities, the character Kick-Ass uses his desire and passion in order to combat his enemies. The archetype of the hero is reinforced throughout the film because Kick-Ass encounters many obstacles, which in turn develop a sense of growth and transformation. Seger begins by asserting that in hero myths, the hero is introduced in ordinary surroundings and the hero begins as non-hero; innocent, young, simple or humble (2). As viewers we see that Dave Lizewski is a typical teenager in everyday New York. He fantasizes about how life would be as a superhero. Like most teenage boys, Dave has a crush on a female counterpart, Katie Fonseca (Lyndsy Fonseca), but he is barely noticed Brown 2 by her and the other girls at school. We can see that he possesses humility because he is neither bold or self-assertive. His innocence can be derived from the fact that his intentions are harmless. He only sets out to do good by fighting crime. Heath continues by stating that something new enters the heros life and this catalyst sets the story in motion (2). After being robbed by a pair of street thugs, Dave realizes that he must fight crime and take on the role of a superhero. He orders a wet suit online and begins to train in preparation for the dangers on the city streets. Moreover, when Dave sees the same two men that robbed him and his friend Todd breaking into a car he confronts them with his new suit on. Unfortunately he gets stabbed and stumbles to be hit by a car, causing nerve ending damage. He is rushed to the hospital where doctors fix him with metal plates, which gives him a higher pain threshold. Sequentially, this experience sets the story in motion because Daves determination to become a superhero is only sparked and it leads to another crucial event. He later sets up a MySpace account under the name Kick-Ass, which allows the public to contact him and request assistance. One night, he goes out to look for a lost cat and interrupts a chase between thugs who were trying to kill another man. Fortunately, he fights off the attackers and becomes an internet phenomenon after it was recorded and posted on Youtube. Furthermore, we can see that Dave is endowed with bravery and desire. In addition, this sequence of events develop as a whole catalyst, which in turn stimulate the story. Additionally, Seger argues that in any journey, the hero usually receives help that often comes from unusual sources(2). In the film, Damon MacReady (Nicholas Cage) who is an Ex-cop and his 11-year old daughter Mindy (Chloe Moretz) notice Kick Asss Brown 3 escapades. One night, Kick-Ass visits the apartment of Rasul after Katie mentions that a guy name Rasul at the clinic would rob and harass her. Reacting off impulse, he tries to threaten him but he is horribly unsuccessful. Angered by such words, Rasul and crew get ready to mutilate him, but Mindy, dressed in costume blasts through the window and kills all the gang members and her dad shoots the last one with a sniper rifle. After, she introduces herself as Hit Girl and takes all the money and guns. Essentially the character of Hit Girl is very unusual. Combing the characteristics of a killer to the ones of a cute child, Director Matthew Vaughn tries to arouse feelings, emotions, and responses amongst the audience. We become immersed in the sensitive idea of children and violence interacting in cinema. Furthermore, Seger affirms that at some point in the story, the hero hits rock bottom, a near death experience or black moment, leading to a type of rebirth(3). The worst is exposed and the action continues to an intriguing conclusion. For example, in the film, there is a live countdown to the unmasking of Kick-Ass. However, it so happens to be Big Daddy and Kick Ass handcuffed to chairs awaiting their execution by Frank Damicos mob men. They are brutally beaten to a point where it is thrown off television to only being streamed online. We see Kick Asss black moment as he is relentlessly tortured. He says Even with my metal plates and my fucked up nerve endings, I gotta tell you, that hurt! But not half as much as the idea of leaving everything behind. Katie, my dad, Todd and Marty..and all the things Id never do. We begin to feel his pain and hope that he makes it through. Nevertheless, they begin to pour gasoline on Big Daddy and set him on fire. Ingeniously, Hit Girl arrives to sa ve them and kills all the men in an intensive Brown 4 gun battle. She tries to save Big Daddy but he dies from the severity of the burns. Hit Girl rescues Kick Ass and takes him to her fathers apartment where he agrees to help her take down Frank Damico. Lastly, Seger argues that the hero must face the final ordeal before being reborn as the hero, proving his courage and becoming transformed. She asserts that we need to see him changed at the end (3). This is clearly depicted in the final battle of the film. Hit Girl is pinned down behind a counter without ammo by Frank Damicos mob men. Just before one of them fires the bazooka, Kick-Ass comes flying up the building with a jet pack. He then expels the artillery installed on the jet pack and wipes out the rest of the men. The last fight scene emerges. Hit Girl takes on Frank DAmico and Kick-Ass takes on his son Chris Damico aka Red Mist( Christopher Mintz-Plasse).However, Kick-Ass and Chris knock each other out to the ground. On the other hand, Hit Girl and Frank battle fiercely. Frank gains the upper hand and prepares to kill her with his pistol, but Kick-Ass fires the bazooka and the rocket propels Frank through the window and it explodes. Chris tries to go after Kick-Ass but Kick-A ss uses the jet pack and flies off with Hit Girl. At the end of the film, Dave says hes done with crime-fighting and theres a new generation of superheroes that have emerged through his inspiration. In other respects, we ask, how has Kick-Ass transformed as a character? Based on observations, Kick-Ass now has his dream girl Katie, who before didnt notice him or who he didnt talk to in the first place. Ultimately, Dave has explored the realm that he always wanted to since he was kid. He has learned that superpowers can not hinder or prevent the growth of motivation, purpose, or desire. In essence, we see that the film

National Transportation Safety Boards Report Case Study Essay -- Essay

National Transportation Safety Boards Report Case Study STATEMENT OF PURPOSE This report provides a summary of the National Transportation Safety Boards Report on the accident involving a Douglas DC-8-63, N827AX, operated by ABX Air Inc. (Airborne Express). The description provides a brief synopsis of accident flight. The discussion is an examination of the history of the flight and discussion on those findings I found were most causal to the accident that were covered by the National Transportation Safety Board during their investigation. The report also explores those probable causes that attributed to the accident and action provided by the National Transportation Safety board in the prevention of similar mishaps. DESCRIPTION On December 22, 1996, at 1810 eastern standard time, a Douglas DC-8-63, N827AX, operated by ABX Air Inc. (Airborne Express) impacted mountainous terrain in the vicinity of Narrows, Virginia, while on a post-modification functional evaluation flight. The three flightcrew members and three maintenance/avionics technicians on board were fatally injured. The airplane was destroyed by the impact and a postcrash fire. The functional evaluation flight, which originated from Piedmont Triad International Airport, Greensboro, North Carolina, was conducted on an instrument flight rules flight plan and operated under Title 14 Code of Federal Regulations Part 91. The National Transportation Safety Board determined that the probable causes of this accident were the inappropriate control inputs applied by the flying pilot during a stall recovery attempt, the failure of the nonflying pilot-in-command to recognize, address, and correct these inappropriate control inputs, and the failure of ABX to establish a formal functional evaluation flight program that included adequate program guidelines, requirements and pilot training for performance of these flights. Contributing to the causes of the accident were the inoperative stick shaker stall warning system and the ABX DC-8 flight training simulator’s inadequate fidelity in reproducing the airplane’s stall characteristics. DISCUSSION In all the National Transportation Safety Board concluded there were twenty-three findings that directly contributed to this airplane accident. I will address the ones I feel carried the most impact where if the instance was removed the accident would have be... ...stall characteristics. Recommendations include requiring the Douglas Aircraft Company change maintenance and calibration requirements for all DC-8 stall warning systems, improving the fidelity of the simulators in reproducing the stall characteristics of the airplanes they represent, ensure ABX incorporates the revised functional evaluation stall recovery procedure in its FEF program and developing an advisory circular advising aircrew on correct stall maneuver procedures. Additional requirements were for the FAA to identify operations that require special consideration and require special training and operational guidance. They were also to take a more active role in surveillance of FEF programs for air carriers and modify current operating instructions to clarify airworthiness and operational procedural requirements for conducting FEF’s in transport-category aircraft. The Safety Board also reiterated its standing recommendation to present pilots with angle-of-attack information in a visual form at and to train them to use the information to obtain maximum possible climb performance. Bibliography: National Transportation Safety Board, Aircraft Accident Report NTSB/AAR-97/05

Laizzez faire

Corporations are creatures of the State and therefore must be watched closely by the citizenry to their repetitions to disrupt the Smithson spontaneous order. These axioms constitute the basic elements of laissez-fairer thought, although another basic antidote-disregarded element Is that markets should be competitive, a rule that the early advocates buffaloes-faller have always emphasized Liberal Government introduce social welfare reforms in the early twentieth century In the late 19th century the British government practiced the principle of laissez- fairer.Laissez fairer means the business market are free from tariffs, government subsidies and enforced monopolies [2]. Under the principle of Laissez fairer, government only provides simple maintenance of law and order, protect property rights against theft and aggression with regulations [3]. Individuals were responsible for their own decisions, to protect and improve their own lives and welfare. [l] After the general election in 19 06, the Liberal welfare reform was introduced between 1906 to 1914, changing the attitude and policies towards the poverty.The liberal reforms for children are, free school meals, school medical inspections, Children ‘s charter act and school clinic. The old age pensions act, labor exchange for the unemployed and national insurance for workers were also carried out eventually within this period of time. [l] The attitude towards the working class shifted from individuality to a more aggregate way . The Liberal reforms changed the economy, politic and social circumstances[l] ,and lead Britain to a more well structuralizes and strong country.The reasons of the reforms were, changes in attitude, the Boer War, social reform, political changes and the fear of being overtaken. [4] The Ideology of Laissez fairer had assumed how a society should work , free trade, redeem of making a decision in the late 19th century before the liberal social reforms being introduce. The role of governm ent was to make sure and guarantee the freedom of the citizens and market. They provided military forces to regulate the property rights and exchange between parties. 4] The principle Idea Is to allow citizens from greatest possible freedom. The central idea of this ideology was based on self-help, government was not responsible for the poverty and hardship for their citizens[l] Instead the citizens†¦ How does Social Darwinism reinforce Laissez-fairer? 1 OFF f good breeding you will not succeed, if you are, you will. Well, much like pre- destination, if you already know what is going to happen, what's the point of being good, improving yourself, etc. In that case, let the good times roll! Answer Usually the point is put differently.Social Darwinist oppose welfare (and if really extreme, even charity) on the grounds that it allegedly interferes with the functioning of the ‘laws of natural selection' and the ‘survival of the fittest'; they argue that any system other than laissez fairer will result in the unfit (who, they say, should simply perish) Redding like rabbits and so forth. In other words, they fall back on laissez fairer as a system that they are willing to accept. Some very extreme Social Darwinist would prefer to accelerate natural selection by artificial means as happened under the Nazis.Jounce Answer to break this down, the strongest will survive in free trade (this is the easy way to say it). If you have an unstable economy and no central gobo. You will fail and will not be able to participate in free-trade (Laissez-fair) Characteristics of Laissez-fairer related to social welfare 1 . Leadership Style Characteristics Emphasis on Performance Low emphasis on performance. Emphasis on People Low emphasis on people. DEAD RESHIP STYLE 2. Leadership Philosophy Assumptions about people People are unpredictable and trying to understand them is a waste of time.Assumptions about the role of a leader Keep a low profile, be obedient, and don't make waves. 3. Management Skills Planning and Setting Objectives Plans and establishes objectives only if required to do so. Organizing Lives with whatever structure he is given. Controlling Abdicates controlling to employees. Decision Making Motivating Leaves people alone. Nothing seems to work anyway. Communicating Communication is non-committal, superficial, and avoided. Developing Leaves development up to employees. If people want to develop themselves, that is their business.Use of Reward and Punishment Avoids rewarding or punishing people. Approach to Handling Conflicts Ignores conflicts and hopes they will disappear. Approach to Handling Problems and Mistakes Ignores problems and mistakes unless forced to deal with them. Interpersonal Relationships with Employees Avoids close relationships and lets employees do pretty much as they please. Use of Power and Authority Power and authority are abdicated to whomever wants to assume them. Delegation Practices Responsibilities are a ssumed by default rather than through delegation.Benefits of Laissez-fairer Leadership Laissez-fairer leaders allow followers to have complete freedom to make discountenancing the completion of their work. The laissez-fairer leader using guided freedom provides the followers with all indiscriminateness to accomplish their goals, but does not directly participate in decision meaningfulness the followers request their assistance. Laissez-fairer leadership instills a higher sense of responsibility among team embers. This form of leadership exposes team members to tough business situations, helping them gain more experience and grow faster. Rearwards larger picture. This form of leadership can boost the commitment of team members to achieve the desegregated. Drawbacks of Laissez-fairer Leadership Laissez-fairer leadership may be the best or the worst of leadership styles. If the leader follows temporally understood definition and standard practice of noninterference and â€Å"hands-off ' wonderfully leading his or her followers, the worst form of leadership is manifested. However,when the twenty-first century ropey prepares his or her followers, laissez-fairer lithographer's as the ultimate form of leading.If team members do not have adequate experience or the required skills, the achievement targets may be at great risk. Important decisions that need to be taken at short notice can go horribly wrong. If people are not self-driven and disciplined, laissez-fairer leadership can lead to a great dealer inefficiency. The team may become prone to repeating mistakes and may fail to get out of problems eyeteeth encounter during a project. Team members may get off track and may not prioritize correctly.Scenarios Where Laissez-fairer Leadership can Work This is an effective style to use when: The prerequisite for laissez-fairer leadership is having a strong leader, with a proven trajectory of success. Followers are highly skilled, experienced, and educated. Followers are a ble to analyze the situation. Followers have pride in their work and the drive to do it successfully on their own. Outside experts, such as staff specialists or consultants are being used. Followers are trustworthy and experienced. When close monitoring of a decision is not needed.Conclusions In this project we studied about laissez-fairer leadership in detail. Almost all the components affiliates-fairer leaderships has been discussed briefly. We can conclude from this study that Tallahassee-fairer leadership can be productive as well as destructive because everything depends phone situation of the crisis or condition. In those cases where subordinates are sophisticated, skillfulness experienced this style emerges with great innovative future perspective. Whereas in commences where subordinates are novice, denominated and with poor morale this Tyler causes greatcoats destroying the whole organization and leadership.Laissez- fairer should not be misstatement the empowerment of the em ployees in some organizations it could be true but it really deposition the behavior of leadership whether he is showing inactivity for the sake of his aloofness endlessness or he is trying to provide innovative environment to his skilled employee. Although theater numerous research studies on the topic to prove which leadership is best but we are not certainty but the best leadership style occurs which matches the situation

Market Attractiveness Essay

The product was recently awarded a best new product award for ‘Best toothpaste’ as well as the ‘Best in Show’. In Auckland ,Colgate main   target market like, Warehouse and new world , countdown. Colgate also available   in the   local market of the Newzealand  Ã‚   Colgate   in 2011 ,the   company holds a staggering 44. 7% global market share with its flag ship toothpaste lineThere are three competitors of Colgate in newzealandSENSODYNESensodyne  is a brand of toothpaste marketed for individuals with sensitive teeth. It is a registered trademark of glaxo smith kline which acquired it in 2001 in the purchase of block drug which developed it. Sensodyne has two main product lines: sensitivity and acid erosion. Sensodyne sensitivity products are marketed to counteract teeth sensitivity caused by exposed dentin . The price of sensodyne pure gel $4 for the 100 gm . The active ingredient is claimed to form a protective barrier in the tooth. Clinical studies have found that potassium nitrate may be effective in treatment of dentine hypersensitivity. Sensodyne acid erosion products, Sensodyne ProNamel, are marketed to protect enamel from acid erision . One of ProNamel’s active ingredients, fluoride, is widely endorsed to make teeth more resistant to acid attacks and to repair previous acid decay. Both products come in a variety of flavors and with the option of whitening. Pepsodent  Pepsodent is a brand of toothpaste with a minty flavor derived from sassafras. The brand is owned by unilever,but in2013the rights to the brand in united states and Canada were bought by church and Dwight. ow pepsodent produce product like pepsodent herbal . The price of pepsodent herbal 150g of $4. 50 . Pepsodent now have the market share 17 % in RS 2200 crore oral care market  SmokerSmoker toothpaste well also cleanse and revive your mouth with its extra strong peppermint flavor. Is also ideal for non smokers who want a doubly fresh breath. For whenever you want your breath to be its most intimate best. brush with smokers toothpaste. Smokers produces new product breath freshener which is available at NZ $2. 90 in 100g. B)Market attractiveness competition market†¢Ã‚  Newzealand is the best country for interducing new toothpaste product in the market because there multi natio nal people who demand the different type and taste of the toothpaste  Ã‚  Ã‚  Ã‚   everybody becomes aware about the   toothpaste   companies of their   cheap ways of earning profit by showing big blocks but decreasing the amount of toothpaste and creates competitions. Colgate product can do a good business by introducing a new taste and flavor of toothpaste product like a herbal and gel toothpast e and this can bring a healthy profit as well by covering more and more sale volume. As aresult   according to age group of people colgate introduce their different variety of product in market like a herbal product attract to soccer people and gel product attract the rughby and the youngpeople because this product gives the freshnes to these players   The different marketing companies makes it easy for the new companies to launch their product in the super market as well as in the city smallest shops as because of their well established links and distribution channelsAuckland is the smallest geography yet most populated being home to around 1. 0 millions peoples this makes Auckland a very attractive market for the investors and companies to launch their new product. In newzealand there are four big supermarkets which provide the different taste of product all these big and small supermarkets attract the customer for purchasing the toothpaste because all these markets are so busy and customer easily approach to these supermarkets . ith the   passage of time and growth of product in the market the product start gain the popularity and also increase the market share value in the market which is improved over all market position of the product in market  Q #2:   Assess and analyze competition market segments for impact on market strategy. ?  Our company is a market orientated one and caters to most age groups from children to adults but concentrates on younger customers by making their products alluring and affordable to children. According to the latest report Auckland have the population of 1. 5 millions and peoples from the age group 20 to 85 they love to eat chocolate twice a week. This all report is for both male and female although female’s ratios are bit higher than male peoples. Children from the age of 10 to 20 they love to eat chocolate almost daily. In the four main super market of Auckland it has been analyzed in all markets that all the competitor likes to advertise and place their product in tier bin near the check out and entrance of the stores and also they have weekly promotions plane which give them little discount if they buy like Whitaker display their special promotions in countdown after every week mean to say they brings promotion and special displays in countdown two week in a month this is how they attract peoples and especially children which comes with their families in store to buy the product   by different nice and attractive tier bin display although all our competitors have their normal and permanent   positions in the shelves in chocolate corner in the countdown super market. QUWSTION 7  Ã‚  LEGAL  In a newzealand ,if a company never have any legal rights to sale any product then they can not sale anything. they should have the legal licence for the sale . In   newzealand if any company want to sale their   toothpaste product i n local market then they have authority to sale their colgate product in market. In newzealand is there is also rule of fair trade act the colgate company follow all rule and regulation keep in the mind fair trading act. 2 SOCIALaccording to customer need and their life style colgate introduce their product in the market . ith the passage of time customer want the different flavour according to society of people colgate make their toothpaste product in newzealand market like a herbal and gel product toothpaste  Ã‚  Ã‚  In this we must be able to offer products and services that aim to complement and benefit people lifestyle and behavior. If organizations do not respond to changes in society they will lose market share and demand for their product or service. Population changes also have a direct impact on organizations. Changes in the structure of a population will affect the supply and demand of goods and services within an economy3 TECHNOLOGYDue to technology, there are lot of c hanging in toothpaste quality, quantity packaging  . Technology infrastructure such as the internet and other information exchange systems including telephone. Technology systems incorporating a multitude of software which help them manage their toothpaste business in different areas of new Zealand. Fast information can benefit businesses as they are able to react quickly to changes within their operating environment. These are technology factor which effect on marketing strategy of the Colgate toothpaste4 CULTURAL  Ã¢â‚¬â€œThere are many  cultural effects on market strategy. Different country has different culture so their demand of product is depend on their culture like kiwi people choice of Colgate   herbal flavour is the 30 %and gel toothpaste 20% . Culture always increase the demand of product in the market5 ECONOMICS –  The economic power of country effect to the market strategy of company   if country has poor   economic power and there are living low income people so company cannot increase the price of product if company increase the product price then low income people cannot buy the product so our company Colgate choose the best price $ 8 of one Colgate which purchase the low and high income people very easily6 REGULATORY –Regulatory means rule and regulation of market if any business does not use the regulatory then it cannot success. The fair trading act is spending the main role in marketing strategy . The Colgate company always does the work according to this act and it gives the proper information abbot product and service if this company gives the wrong information to their customers the customer can take the step against Colgate company it is also rule of fair trading act7 COMPETITIVE –Today’s business environment poses many challenges to high-technology enterprises in every segment of the industry . The competitor always impact on the market strategy of company . Company has to promote their product compare to their competitor like Colgate product is cheap then sensodyne or smoker . Moreover Colgate give the special offer like it gives the   free toothbrush   with one Colgate pack  Ã‚  8 DEMOGRAPHIC –There are many demographic effect on marketing strategy of   company. Demographic means select the target audience according their different sex ,age   etcetera. Different age has different demand of product in the market as children like sweet Colgate or youngster or old people has more demand of mint flavor of Colgate so Colgate company has to make the product keep in the mind different choice of customers9 POLITICAL –Colgate is the multinational brand and it is main distribution centre in wellington which produce the Colgate toothpaste product in whole new Zealand Political Government change policies could affect import of goods. Like custom charges on the International made goods. If government make charges increase in the custom rates, it will affect on those company who sell the international products in New Zealand10 NATURAL –The climate or environment effect on the market strategy of company  . It also effect on the demand of product . in newzealand people give the more priority herbal toothpaste because it is suitable for the people according their involvement   . Colgate lways produce their product according their climate   of the country11 ETHNICS –Ethnics means people of different culture , region, casts and nationality who are living in same society . There are heaps of impact on market strategy of company . Different people have different choice according their culture, religion and nationality  for example Indian people has different taste compare to kiwi people so they always different flavor of the colgate for example kiwi people like the herbal toothpaste and indian people like orange flavor of toothpaste  Ã‚  Ã‚  Q 3 Three marketing activities of main competitorAns  PromotionalNowadays, every company make promotional policy for increasing sales of product in market. The competitors of Colgate also give priority to advertise, for increase market share and market growth of product in market. In 2011,Smokers and pepsodent make unique promotional policy ,spend 1/3 part of income on promotional. As a result. The sales of both company increase 5-7% in end of particular year. Moreover, the value   market share of company increase, it is helpful to create new customer, company maintain their position in market. Both competitors of expand their business in different areas like develop business in rural areas and backward areas. As a result, the company helpful to market growth in different areas. Cost ControlThe competitors of Colgate also controlled cost of product. As a result, the company helpful for earning profit which leads to increase market share and market growth in market. In2011,somkers make specialist team   for reducing cost of product. The company purchase manufacturing material from different company make long term planning with manufacturing company. After that, manufacturing company give 10% discount on manufacturing material. DisplayIn market ,pepsodent and smokers adopt display method for attracting more customer and create image in customer mind. Both of company show all information in front of office, where customer easily understand product quality and  quantity. in  display ,the company also give different packing to their product means in packing show more quantity and also mention about product ingredient. Example in 50m of pepsodent which show all ingredient of product and company give unique packing . As a result, the product of company successful in market increase sale up to 15% in  2011. it  is helpful for company to expand their business in different areas. Question 4Complete sales forecast and evaluate both  A- Qualitatively  B- Quantitatively  QualitativelyColgate is the main aim to provide the high quality toothpaste to their customers in New Zealand. In simple world it is the quality of a product or service refers to the perception of the degree to which the product or service meets the customer’s expectations. In 2001, a record 39 present of total sales came from new products introduced in the past five years. The sale forecast of Colgate in newzealand$28 million from 2012 to 2013 and company want to earn 14% to 16 % profitQuantitatively:Colgate quantitavily means the quantity of product in particular product. It show the how many quantity we give the respected customer, It is all about the quantity not about the quality. It matters a lot to increase the product sales of the Colgate toothpaste in the marketBy the early 1990’s there were many different companies that focused on oral care products, with the leader being Colgate-Palmolive. By 1991, Colgate Palmolive held the number one position in the world for the sale of oral care products, accounting for 19% of the total toothbrush market. The company’s sales and profits were increasing each year, and by 1991 sales totalled â€Å"1. 03 billion dollars, while profits totalled 9. 8 million dollars,. At this point in time Colgate had introduced two different types of toothbrushes to the market, the Colgate Classic and the Colgate Plus. For producing toothpaste product Colgate use the latest technology and the ingredients to increase the quality of the product like Herbal and the Gel toothpaste is the best example of the high quality of product in the market in 2010 -11, in this way the sale of the company increase up to 10% in 2010 -11. The sale of colgate in 2008-09 was 14 million and company earn the $5 million profit in this year . here was the rapidly change the sale of the colgate in 2009-10,it was the $18million company earn almost 8 million profit in this year  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Question 5Assess selected marketing strategies for their impact upon profit. Expand market :Colgate makes the different market strategy for increasing their profit in market. Expand market means expand the business in the all rural and urban areas in New Zealand . Colgate expand their business in south and the north region which means the company earn the extra profit from their market strategies about their business. Moving into new market areas can transform a business and, handled correctly, can significantly increase your profitability. However, bear in mind that developing new products and services and selling in new markets can be risky – and mistakes can prove very  expensive. in  2008-09 the colgate the worth value in newzealand $14million  after that colgate expand their business 2009-10 its worth value increase $18million and this period of time colgate company earn 7. 5%profit . in 2010-11 the company worth value again raise $20 million   . Increase share:  When the business of the Colgate expand in all area of nNew Zealand it create the new customer and the market share of the company in market . Increase in share means to earn more profit. It all about demand and supply. In 2010 the market share value of the Colgate company $10 million after that when the Colgate increase their business as a result the share value of the Colgate increase $13 million in 2011Increase margins:  Increase margin means increase the profit of the product in market and Colgate in 2010-11 the company earn the more profit 3%as a compare to 2009-10. When the margin of the company increases it also effect the market share of the . So, increase in margins will directly affect the market share but you will earn money. For example the Colgate increased the price of gel product toothpaste 200g from $2 to $3 as a result increasing the price of the Colgate the market share value of the company decline to 7 % from 12% but still company is earning profit. Reduce cost:Reduce cost is also part of the market strategy of company for increasing the profit in the market. When the company reduces the price of product in the market it is the also positive change for the company for earning the profit and increase the market share value. As a result the company save the manufacturing cost and the product cost saving. Example Colgate also decreased the price of herbal product from 200g from $3. 50 to $2 only as result the company increase the market share value and increase the sale of product in market in 2011 only herbal product give the 10% profit of the company by the reducing the price of the product  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‚   Task 2  ObjectivesTarget Market-  The objective for the target market is 12 to 18 year olds for the next 2 years  Demand-  1. million People using 12 per year =18 million tubes of toothpaste per yearTherefore our objective is to sell 1,200,000 sweet and 1,600,000 mint flavours over next 24 months  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  ProductThe objective is to launch new product in next two years  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Pricing-objective is to sell new products at between $3. 50-4. 00 over next yearThe main objective of the Colgate is fix the price of their toothpaste product . For this purpose Colgate sell the herbal product 200g for $3. 50and gel toothpaste in 200g for $4  Ã‚  Distribution-objective is to use their existing strong distribution over next year  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Promotionobjective is to do   sales promotions to launch and get awareness and trials by customers of the new product over next 12 months  Strategies:A)  According to Colgate strategy we   Ã‚  Ã‚  introduce at least two new products in the market with two different flavors like gel flavor and sweet flavor within one year. B)  In second strategy of the colgate, they sponser the   sports events in New Zealand like cricket matches, Rugby matches etc motreover ,we give the advertisement of colgate product on   radio, television,magazineor internet etc in next 2 years. C)In the weekend we advertise   about the new product flavor on the night club   we distribute the pamphlets to people and give the information about the product quality to people in next two year . D)In fourth strategy the company provide the discount on their gel and the herbal product and set the minimum price of the gel product 200g in $4 and herbal product $3. 50 for 200g in 2 years. : Our best strategy is advertisement of the new product flavour on the sports event in New Zealand because we easily provide the product information about quality to people. Question no-2  Evaluate the strategic options from 2. 1 above. Are they compatible with marketing objectives? A) Ability to maximize key opportunities and marketing strengths  Ã‚  according to Colgate strategies ,we introduce the atleast new flavour of the coilgate in the market for attracting the target market in A strategy. For promoting this product we give the advertisement on the sports event as well as distribute the pamphlets on the weekend and B and C strategies. Moreover, company provide the discount on their product on the different occasion. The market objective of the colgate to sell the sweet flavor 1,200,000 and gel flavour 1,600,000 and earn the 10 % profit in next 2 years. B)  Critical success factors in the intended market  the   critical success factor   of the colgate , the product of colgate easily available in the market where our target customer between the age group 8-18 buy the sweet flavor and 18-50 gel flavor . Moreover we promote the our product in the weekend because our target customer between 18-30 enjoying the at the club and the night party  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  C)  Marketing capabilities and resourcesThe market share of the Colgate 40% in the newzealand toothpaste industry as result Colgate company is the market capability to introduce the at least 2 flavour in the market with the new technology A strategy. In B and C strategy colgate company use their resources and advertisement of the product on the sports event and give the pamphlets to the people. In this way company earn the 10% profit in next 2 years  D)Market characteristics  Market characteristics of the colgate company, the market share of the colgate 40% in toothpaste of New Zealand but the competitor of the colgate toothpaste like smoker, pepsodent market share 10 and 15 % respectively. In a strategy of colgate they introduce the at least a 2 flavor of colgate product within 12 months but the competitor of the colgate launch only the one product within 2 year in the market,in B and C strategies colgate advertise their product on the sports event and distribute the pamphlets on the night club for attracting the target customer they provide the discount on the product in D in next 2 years. E)Competitive Factors  In newzealand the competitor of the collate smoker and the pepsodent only the 10 and 15% market share respectively but the colgate market share 40%. n A strategy colgate introduce the two product within 12 months but the competitor launch the one product wit hin 2 years as result the competitor factor give the positive response to increase the market share in the market in B and C strategy colgate company advertise their product in the sports event and distribute the pamphlets in the night club but the competitor of the Colgate don’t follow these strategies as result Colgate company easily achieve their marketing objective  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Question-3Evaluate distinctive competencies and competitive advantages of strategic options. Are they compatible with marketing objectives? Colgate is the market share 40 % toothpaste because Colgate provide their service between 8-18 and 18-50 age group. In market Colgate image is better than their competitor because they introduce the 2 flavour within 12 months according to target customers . Moreover Colgate use the different ingredients for making their product which give the strength and freshness to teeth’s  The distribution of the Colgate is the well manage in newzealand because Colgate distribution network distribute the Colgate product which is unique idea for catering the target customer in New zealand. Colgate through the advertisement colgate advertise their product in the market and well manage distribution network to make the easily available product in the market these are the market strategies are main competencies of   Colgate which provide their service to target   customer in the market of New Zealand  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‚   Task-3  Question no-1  Rank the strategic options from the information gained in task 2  The strategy that we will be ranking first   is  B  to sponsor sports events in newzealand . to advertise the colgate product in sports event we give the information about the new flavour of product to people . The strategy   of the colgate that we will be ranking second is  A  to introduce two new products flavour of colgate in the market within 12 months because colgate want to increase the market share from 40% to 50% in next 2 year as result we want increase the profit 10 % and increase the target customer between the 8-10 % . The strategy of the colgate is that we will be ranking third is C to advertise the product on the night club because target customer of the colgate between the 18-30 age group people enjoing at the weekend but the colgate easily dstribute the pamphlets and give the proper information to people. The   strategy of colgate is that we will be ranking fourth is the D provide the discount on the new product flavour within 2 years because the competitor of the colgate set the high price of the sweet and thegel flavour in the market but colgate set the price   between$ 3. 50 to $4 sweet and gel flavour respectively. Q2-Balance the risks and returns associated with strategies are against the feasibility of achieving the marketing objective. The Main risk of colgate to spend huge money on advertisement because sometimes advertise donot successful for creating new customer and   not increase the sale of product in market. moreover it can be negative impact on the colgate strategies because advertisement don’t provide the proper information about the product quality to the people sometimes people   don’t like the advertisement thus every advertisement give the same message about the product to people so people don’t give the priority to advertisement of the product as result company don’t successful to provide the information about the product to people. The another risk for Colgate company of distribution network in newzealand.

How Much Money Can You Make as a Truck Driver

How Much Money Can You Make as a Truck Driver Truck drivers are currently in high demand. You’ll have to study for and pass your CDL exam. This means a training program. But once you do get licensed, you’ll find there are many lucrative opportunities available to Class A CDL drivers. Here are how much money you can make as a truck driver in different positions.Standard RateIf you don’t choose to specialize, you can expect to make an industry or company standard rate per mile.Specialized Training/OrientationWhen you’ve chosen to specialize in, say, Hazmat driving, you will undergo special training with the carrier that hired you. You’ll be paid a particular rate for the first few weeks of your training. These rates are more likely to be per hour, day, or even week.Solo OTRThe largest percentage of the workforce. Starting drivers will usually make $40-45k in their first year, but this rate depends a bit on the carrier and available bonuses.Team OTRPairs can traverse longer distances faster by swi tching on and off. This can be quite lucrative- with a pair splitting $100-150k per year.TrainerMore suited to the classroom than the open road? Done your drive time and ready to linger in one place? To experienced drivers, training positions can be a great career- making $60-80k per year, on average.Owner-OperatorIf you have sufficient experience working for a carrier, you might be ready to make the big transition into being your own boss and maybe even running your own fleet one day. There’s more stress, to be sure, but you will also earn more per mile by cutting out the middle man.BonusesEvery company is different, but potential extras include signing bonuses when you’re first hired, monthly mileage rewards, fuel-efficiency bonuses, safety pay when your driving record is exemplary, layover pay, bonuses for clean DOT inspections, and referrals of friends as new drivers to your company.  BenefitsWhile they may not be tangible as cold hard cash, benefits can be a luc rative addition to your compensation package. Anything from paid sick time and vacation to life insurance, medical insurance, dental insurance, job security, and 401k retirement plans.The road you take will be your own, but these are a few things to keep in mind (and in your pocket!) on your journey to becoming a CDL truck driver.

The Tragic Life, Murder Case of Dr. Sam Sheppard

The Tragic Life, Murder Case of Dr. Sam Sheppard Marilyn Sheppard was brutally murdered while her husband, Dr. Sam Sheppard, slept downstairs. Dr. Sheppard was sentenced to life in prison for the murder. He was eventually freed from prison, but the scars of the injustices he had to endure were permanent. Attorney F. Lee Bailey fought for Sheppards freedom, and won. Sam and Marilyn Sheppard Sam Sheppard was voted the man Most Likely to Succeed by his senior high school class. He was athletic, smart, good looking, and came from a good family. Marilyn Sheppard was attractive, with hazel eyes and long brown hair. The two began dating while in high school and eventually married after Sam graduated from the Los Angeles Osteopathic School of Physicians in September 1945. After he had graduated from medical school, Sam continued his studies and received his Doctor of Osteopathy degree. He went to work at the Los Angeles County Hospital. His father, Dr. Richard Sheppard, and his two older brothers Richard and Stephen also doctors, were running a family hospital and convinced Sam to return to Ohio in the summer of 1951 to work in the family practice. By this point, the young couple had a four-year-old son, Samuel Reese Sheppard (Chip), and with a loan from Sams father, they purchased their first home. The home sat on a high cliff overlooking Lake Erie shore in Bay Village, a semi-elite suburb of Cleveland. Marilyn settled into the life of being married to a physician. She was a mother, homemaker, and taught Bible classes at their Methodist Church. A Marriage in Trouble The couple, both sports enthusiasts, spent their leisure time playing golf, water skiing, and having friends over for parties. To most, Sam and Marilyns marriage seemed free of problems, but in truth, the marriage was suffering due to Sams infidelities. Marilyn knew about Sams affair with a former Bay View nurse named Susan Hayes. According to Sam Sheppard, although the couple experienced problems, divorce was never discussed as they worked to revitalize their marriage. Then tragedy struck. A Bushy Haired Intruder On the night of July 4, 1954, Marilyn, who was four months pregnant, and Sam entertained neighbors until midnight. After the neighbors left, Sam fell asleep on the couch and Marilyn went to bed. According to Sam Sheppard, he was awakened by what he thought was his wife calling his name. He ran to their bedroom and saw someone who he described later as a bushy haired man fighting with his wife but was immediately struck on the head, rendering him unconscious. When Sheppard awoke, he checked the pulse of his blood-covered wife and determined she was dead. He then went to check on his son and found him unharmed. Hearing noises coming from downstairs, he ran down and discovered the back door open. He ran outside and could see someone moving toward the lake and as he caught up with him, the two began to fight. Sheppard was struck again and lost consciousness. For months, Sam would describe what happened over and over- but few believed him. Sam Sheppard Is Arrested Sam Sheppard was arrested for the murder of his wife on July 29, 1954. On Dec. 21, 1954, he was found guilty of second-degree murder and sentenced to life in prison. A pre-trial media blitz, a biased judge, and police that focused only on one suspect, Sam Sheppard, resulted in a wrongful conviction that would take years to overturn. Soon after the trial, Sams mother committed suicide on Jan. 7, 1955. Within two weeks, Sams father was dead from a gastric ulcer that hemorrhaged. F. Lee Bailey Fights for Sheppard After the death of Sheppards lawyer, F. Lee Bailey was hired by the family to take over Sams appeals. On July 16, 1964, Judge Weinman freed Sheppard after finding five violations of Sheppards constitutional rights during his trial. The judge said the trial was a mockery of justice. While in prison, Sheppard corresponded with Ariane Tebbenjohanns, a wealthy and beautiful blond woman from Germany. The two married the day after his release from prison. Back to Court In May 1965, a federal appeals court voted to reinstate his conviction. On Nov. 1, 1966, a second trial began, but this time with special attention given to ensuring that Sheppards constitutional rights were protected. After 16 days of testimony, the jury found Sam Sheppard not guilty. Once free, Sam returned to work in medicine, but he also started drinking heavily and using drugs. His life quickly dissolved when he was sued for malpractice after one of his patients died. In 1968, Ariane divorced him and said he had stolen money from her, threatened her physically, and was abusing alcohol and drugs. A Life Lost For a short time, Sheppard got into the world of pro wrestling. He used his neurological background to promote a nerve hold he used in competition. In 1969, he married his wrestling managers 20-year-old daughter- although records of the marriage have never been located. On April 6, 1970, Sam Sheppard died of liver failure as a result of heavy drinking. At the time of his death, he was an insolvent and broken man. His son, Samuel Reese Sheppard (Chip), has devoted his life to clearing his fathers name.

Leading a Book Club Discussion Session

Leading a Book Club Discussion Session Whether you are an outgoing extrovert or the shy one in the group, you can lead your book club in an engaging discussion by following these few simple steps. What to Do Before the Meeting Read the book.  This may seem obvious, but it is the most important step, so it is worth stating. It is a good idea to plan on finishing the book a little earlier than you might otherwise so that you have time to think about it and prepare before your book club meets. If you get to pick the book, here are some recommendations for engaging books  that are likely to promote discussion. Write down important page numbers (or bookmark in your e-reader).  If there are parts of the book that made an impact on you or that you think may come up in the discussion, write down the page numbers so that you can access the passages easily while preparing and leading your book club discussion. Come up with eight to ten questions about the book.  There are some general book club discussion questions that should work on most books, especially popular selections and bestsellers. Print them out and you are ready to host. You can also come up with your own questions using the tips below as a guide. What to Do During the Meeting Let others answer first.  When you are asking questions, you want to facilitate discussion, not come off as a teacher. By letting others in the book club answer first, you will promote conversation and help everyone feel like their opinions matter. Its important to note that sometimes people may need to think before they answer. Part of being a good leader is being comfortable with silence. Dont feel like you have to jump in if no one answers immediately. If needed, clarify, expand or rephrase the question. Make connections between comments.  If someone gives an answer to question 2 that connects well with question 5, dont feel obligated to ask questions 3 and 4 before moving to 5. You are the leader and you can go in whatever order you want. Even if you go in order, try to find a link between an answer and the next question. By connecting peoples comments to the questions, youll help build momentum in the conversation. Occasionally direct questions toward quiet people.  You dont want to put anyone on the spot, but you want everyone to know their opinions are valued. If you have a few talkative people who always jump right in, directing a question to a specific person may help draw out the quieter people (and give the more animated people a hint that its time to give someone else a turn). Rein in tangents.  Book clubs are popular not only because people like to read, but also because they are great social outlets. A little off topic conversation is fine, but you also want to respect the fact that people have read the book and expect to talk about it. As the facilitator, it is your job to recognize tangents and bring the discussion back to the book. Dont feel obligated to get through all the questions.  The best questions sometimes lead to intense conversations. Thats a good thing! The questions are there simply as a guide. While you will want to get through at least three or four questions, it will be rare that you finish all ten. Respect peoples time by wrapping up the discussion when the meeting time is over rather than pushing on until you finish everything you planned. Wrap up the discussion.  One good way to wrap up a conversation and help people summarize their opinions of the book is to ask each person to rate the book on a scale of one to five. General Tips When writing your own book club discussion questions, avoid questions that are too general, like What did you think of the book? Also, avoid questions that have simple yes or no answers. You want to ask questions that are open-ended and help people talk about themes and how the book relates to deeper issues.Do not make dismissive statements toward other peoples comments. Even if you disagree, take the conversation back to the book rather than saying Thats ridiculous, etc. Making people feel embarrassed or defensive is a sure way to shut down the conversation.

International Law Essay Example | Topics and Well Written Essays - 1250 words - 2

International Law - Essay Example To this end, some commentators have challenged the efficacy of international law as a result of competing political interests at international level, arguing that customary law has effectively been replaced by national concerns in inter-state relations3. Directly correlated to this is the concept of â€Å"state† and â€Å"inter-state relations†, which in terms of individual human rights protections at international level has become a central issue particularly in context of rapid globalisation4. On this basis, Benevenisti and Hirsch comment that the â€Å"result is that, nowadays, people in different states are more significantly affected by activities that take place in other states†5. Moreover, the globalisation of world politics not only blurs the concept of state and the individual, it is evident that the end of the Cold War and the events of 9/11 have provided a catalyst for unprecedented challenges to the international order and national security policy. In turn this has fuelled debate as to whether the attitudes and interests of the world’s different geo-political groupings of states are too diverse to allow the proper functioning of international law. The focus of this paper is to critically evaluate this debate and in analysing the issue, this paper will highlight that the dichotomy between enforcement of international law and the primacy of national interests and contextually consider the recent failure of the conference on Climate Change in Copenhagen 2009. If we firstly consider the Copenhagen summit, the summit was held as being fundamental to securing a legally binding agreement between nations to reduce carbon emissions with a view to limiting global warming6. However, ultimately the United Nations Conference on Climate Change was a resounding failure as no concrete agreements were made and no commitments were provided that could be

Mod Culture and Fashion Research Paper Example | Topics and Well Written Essays - 2750 words

Mod Culture and Fashion - Research Paper Example The paper "Mod Culture and Fashion" concerns the connection between Mod fashion and designs. The leaders of mid 1960s style were the British. As the Mods strongly influenced the fashion in London, 1960s fashion in general set the mode for the rest of the century as it became marketed to young people, who, at the time, were gaining tremendous influence in affecting everything from clothes to the media, particularly the lifestyle of Mods as popularly reflected in their music and fashions. British rock bands such as â€Å"The Who,† children of the working class, gave up their nine to five jobs to become icons in the rock music world. It was not until 1964 when the Modernists were truly recognized by the public that women really were accepted into the group. Girls had short, clean haircuts and often dressed in similar styles to the male Mods—a trend which initiated UniSex design. As opposed to the 50s grease look, Mod style was classy, mimicking the clothing and hairstyles of continental Europe with tight-fitting suits and a more suave dressed appearance. They were the working classes with a sophisticated city look-- the clothing of a new forward-thinking generation. Mod from the longer version of Modern developed as a subculture from the original beatnik culture born in the coffee houses of the 1950s, where disenchanted young intellectuals met to enjoy the new modern jazz, read poetry and share political views. The new Mod culture that eventually evolved from it, however, was less intellectual.

Programme and Project Management Essay Example | Topics and Well Written Essays - 5000 words

Programme and Project Management - Essay Example This paper is aimed at developing a comprehensive understanding of the concepts of strategic project management and its roles in the modern project management context. The paper presents a review of various studies in order to incorporate a precise and detailed study of strategic project management under the literature review segment. It moves forward to analyze a case in an organizational context of use and application of strategic project management so as to align the theory better with the practice and gain practical insights into the theoretical study. The second part is a case study of strategic project management implementation in respect to Marathon Oil Company. The case tries to understand factors responsible for success of the communication and brand building project adopted by the company, thereby connecting the theory with practicality. According to Callahan and Brooks (2004), Strategic Project Management is the appropriate and fitting use of all kinds of project management tools, knowledge and skills, that these deliverables of the project contribute towards company goals and strategic company objectives in a manner that can be easily measured. SPM or Strategic Project Management also takes into account the manner of company’s business and allows scope for undertaking fewer risks so as to gain significant payoffs. However, apart from this, the most important aspect of SPM is that senior leadership has to be involved in selection, definition and prioritization of projects that are undertaken in a company. Hence, strategic project management can be further defined as the process of making selections, measuring and managing outcomes of a project, which in turn ensures optimal outcome of a project. All projects that are undertaken by a company to meet a designated set of criteria are established by organization al leadership, which together makes sure that they are well-aligned with the strategic organizational

Determinants of plasma retinol and beta-carotene levels Statistics Project

Determinants of plasma retinol and beta-carotene levels - Statistics Project Example The property of mean that included magnitude and rank of all data in a set informed the application. Non-parametric test for comparison of median of plasma beta-carotene confirms significance of the difference and establishes reliability. The test analyses the same hypothesis, narrowed down to the following hypothesis, based on median. The graphs show a similar distribution, based on skewedness, and suggest a relationship between the two variables. The suggested relationship is, further, positive because of the symmetry. Correlation analysis results, however, undermines possible relationship as shown in the following table. The table confirms insignificance of the possible relationship between the two variables (p= 0.205> 0.005, F= 1.612). The t-test result for the regression coefficient also shows the results, based on table 6. The results identify a significant relationship between plasma beta-carotene and vitamin use, a significant relationship between plasma retinol and age and sex, but no significant relationship exist between plasma retinol and plasma

Smart Perimeter Mapping Assignment Example | Topics and Well Written Essays - 1000 words

Smart Perimeter Mapping - Assignment Example Some of the technologies in use include the use of smart perimeters that help in automating supervisionand monitoring of prisoner movements (South University, 2012). Introduction Smart perimeter mapping basically utilizes a combination of electronic equipment and technology such as closed circuit TV, biometric identification, and sensors to keep track of movement of inmates in and around the entire prison area (Bulman, 2008). With some of the systems, the prisoners have their biometric identification including their fingerprints, the electronic identification of their eyes and other unique identification features to monitor the movement of inmates. The tracking can also be done via bracelets or Radio Frequency Identification that the inmates wear or have and which are then monitored electronically to generate real time maps of where each inmate or prison officer is at at any given time. This sort of monitoring is useful in not only ensuing inmates do no get to unauthorized areas but also to guard against any prison breaks and detect any criminal or violent behavior (Bulman, 2008). 1. Smart perimeter mapping is a form of electronic monitoring of inmates in a prison that uses electronic sensors to produce real-time maps of movements and location of all inmates and prison wardens at the prison. The mapping is also used to check for any metallic or other objects that the prisoners may have on their person that may be used to harm others (Federal Bureau of Prisons, n.d.). This is done through monitoring their movement through metal and other detectors. In addition the monitors are also used to detect any other contraband items such as drugs that the inmates may be in possession of. The movement of the inmates is also monitored via monitoring stations where real-time maps of the position and location of everyone within the prison can be looked at. 2. This type of mapping will be used to monitor the movement of everyone within the prison area be they inmates, correcti onal officers or visitors. The mapping will be used to account for all the prisoners that are in the prison at any given time instead of relying on a person manually doing a count of the persons who are in the prison (Federal Bureau of Prisons, n.d.). The mapping will also be used to restrict access to certain parts of the prison for those who are not authorized to be in those areas. In addition the mapping will also be used to monitor the provision of services such as delivery of meals to the inmates, as well as the movement of the inmates to recreational or other areas of the prison. The type of mapping is essentially used to ensure that every one is accounted for and to monitor service delivery at the prisons (Federal Bureau of Prisons, n.d.). 2. A. The smart perimeter mapping will increase the security in the prison in that it will be used to detect any prisoners who may have weapons and other objects that may be harmful to themselves and others. By constantly monitoring the mov ement of prisoners through all doorways for example the system will ensure that one does not leave the dining are with a concealed knife for example and thus reduce or eliminate the possibility of the inmates carrying harmful objects on their person (Stowell, n.d.). The system by providing real time imaging of where

Consider whether Health Impact Assessment would be worthwhile for the Essay

Consider whether Health Impact Assessment would be worthwhile for the Lancashire County Councils transport strategy for 2011-2021 - Essay Example This gives the project a frontline in laying down a Health Impact Assessment. Lancashire County Council’s transport strategy for 2011-2021 has put forth a Masterplan; Central Lancashire Highways and Transport Masterplan to address problems associated with highway transport system in Lancashire County. The Masterplan sets out to overseeing the future of Central Lancashire Highway and transport networks. Among the options listed for the improvement of the future of Lancashire’s transport system include, improving on the available existing infrastructure to expand on the highway and transport system. The result will be fruitful, as it will significantly improve public transport in the country. Nevertheless, despite the improvement of public transport in the country, does the policy have any impact on the health of the community at Lancashire? Stages of HIA include screening as first step whereby possible health impacts of the project are identified, wide range of stakeholders and informants are met with, stakeholders examine project details. In Lancashire, the Masterplan has stakeholders who are the city dwellers and collaborating partners. It also has informants who are the ones who have come up with the idea of Highway expansion. Project details such as the budget, the timeframe, and labor force can be examined from the Masterplan. In addition, HIA must possess the characteristics of a project touching on the health of the public at large. Lancashire Highway and transportation Masterplan will greatly affect the health of the public in both a positive and negative way. For instance, public health is affected by a range of factors, which may include housing, employment opportunities, security of the public and education, to mention but a few. The Lancashire Highway and Transportation Masterplan touches on all these aspects. To support this,all public realms for the Masterplan are designed with safety improvement at mind. In inner East Preston,

Smart Perimeter Mapping Assignment Example | Topics and Well Written Essays - 1000 words

Smart Perimeter Mapping - Assignment Example Some of the technologies in use include the use of smart perimeters that help in automating supervisionand monitoring of prisoner movements (South University, 2012). Introduction Smart perimeter mapping basically utilizes a combination of electronic equipment and technology such as closed circuit TV, biometric identification, and sensors to keep track of movement of inmates in and around the entire prison area (Bulman, 2008). With some of the systems, the prisoners have their biometric identification including their fingerprints, the electronic identification of their eyes and other unique identification features to monitor the movement of inmates. The tracking can also be done via bracelets or Radio Frequency Identification that the inmates wear or have and which are then monitored electronically to generate real time maps of where each inmate or prison officer is at at any given time. This sort of monitoring is useful in not only ensuing inmates do no get to unauthorized areas but also to guard against any prison breaks and detect any criminal or violent behavior (Bulman, 2008). 1. Smart perimeter mapping is a form of electronic monitoring of inmates in a prison that uses electronic sensors to produce real-time maps of movements and location of all inmates and prison wardens at the prison. The mapping is also used to check for any metallic or other objects that the prisoners may have on their person that may be used to harm others (Federal Bureau of Prisons, n.d.). This is done through monitoring their movement through metal and other detectors. In addition the monitors are also used to detect any other contraband items such as drugs that the inmates may be in possession of. The movement of the inmates is also monitored via monitoring stations where real-time maps of the position and location of everyone within the prison can be looked at. 2. This type of mapping will be used to monitor the movement of everyone within the prison area be they inmates, correcti onal officers or visitors. The mapping will be used to account for all the prisoners that are in the prison at any given time instead of relying on a person manually doing a count of the persons who are in the prison (Federal Bureau of Prisons, n.d.). The mapping will also be used to restrict access to certain parts of the prison for those who are not authorized to be in those areas. In addition the mapping will also be used to monitor the provision of services such as delivery of meals to the inmates, as well as the movement of the inmates to recreational or other areas of the prison. The type of mapping is essentially used to ensure that every one is accounted for and to monitor service delivery at the prisons (Federal Bureau of Prisons, n.d.). 2. A. The smart perimeter mapping will increase the security in the prison in that it will be used to detect any prisoners who may have weapons and other objects that may be harmful to themselves and others. By constantly monitoring the mov ement of prisoners through all doorways for example the system will ensure that one does not leave the dining are with a concealed knife for example and thus reduce or eliminate the possibility of the inmates carrying harmful objects on their person (Stowell, n.d.). The system by providing real time imaging of where

Health Promotion Activity Essay Example | Topics and Well Written Essays - 1250 words

Health Promotion Activity - Essay Example Also the organization would have low employee turnover as the employees appreciate the organization’s concern about their wellbeing (Infinite Wellness Solutions, 2008) At present numerous health issues need to be addressed and selecting one among those is a challenging task. However, in recent times obesity has garnered the attention of everyone as this medical condition leads to many complications such as cardiac problems and diabetes. There have been a lot of studies which have demonstrated the prevalence of the condition in most of the families in America. Statistics reveal that in 2003-2004, the risk of overweight percentage in children and adolescents was 33.6% with the percentage of overweight children being 17.1%. This is a considerable increase when compared to the results of the year 1999-2000 (Ortiz, 2006). The prevalence of the condition has increased in the recent times due to the fast pace of life, increased consumption of junk food and lack of physical activity. However, this condition can be brought under control with lifestyle changes and support and would offer a lot of positive outcomes for both the employee and the organization. After identifying the problem that needs to be addressed the next step is to garner the support of the management. The organization should understand the significance of the health promotion activity and should be able to allot adequate funds for the implementation of the same. The next step would be to set goals for the activity and then form a health promotion team or a planning committee (Infinite Wellness Solutions, 2008). Goals need to be established in order to proceed and accomplish what you hope the program will do. It serves as a sort of framework identifying the current situation and the future course after the implementation of the program. A person would head the committee and would focus primarily on the activity, strategies for making the program work and to meet the

Developing an Integrated Marketing Mix Plan

Developing an Integrated Marketing Mix Plan The fruit juices and juice drinks market sector has enjoyed steady growth up until the last few years. However, the market has now stalled due to the economic recession. Juice drinks are less expensive than fruit juices and this latter segment of the market has consequently grown whilst the fruit juices segment has declined, a trend that is expected to continue for the next few years at least. New product innovation and advertising expenditure are also in decline but in-store promotions are increasing as brands fight for market share. Established brands are paying more attention to the growing childrens market with specially positioned and targeted products. The Food Standards Agency has actively promoted healthier eating and pressurised the drinks industry to do the same. However, tough economic times and unemployment are affecting both consumer confidence and the ability of consumers to finance a healthier eating lifestyle. Even so, there is undoubtedly a market gap for a new brand to exploit. A healthy juice drink aimed at children, for consumption at breakfast time, would have little direct competition, in terms of its brand positioning, and would satisfy the need parents have to monitor their childrens five-a-day intake. Equally, it could also compete effectively in school lunch box market segment, which is an identified growth area. A new brand in this market segment would need a strong brand name and a distinctive brand position that resonates with consumer needs and stands out amongst the plethora of well -known brand names, which include Tropicana and Innocent smoothies. The new brand will also have to spend heavily on promotion during its launch phase to establish a sustainable market share. The promotional plan will need to deploy communications tools such as TV, which can deliver the right audience in sufficient numbers to achieve this goal in the shortest time possible. Other support media, such as online advertising, public relations, and sales promotion, will be required in order to support the TV advertising and extend the coverage and frequency of the promotional campaign. The positioning of the new brand is crucial in relation to all aspects of the marketing mix plan, as is the integration of both these activities and the key communications messages, all of which will help to ensure, as far as it is possible, the success of the new product launch. The market sector consists of two distinct segments, namely fruit juices, which are 100% pure fruit juice and juice drinks, which contain ingredients other than pure fruit, such as water. The value of the market sector in the UK grew in 2010, compared to 2009, with an annual increase of just over 3% to  £3.2 billion (Euromonitor, 2011). However, it only recovered to 2008 levels (Mintel, 2008) following a dip in sales value to  £3.1 billion in 2009 (Mintel, 2010). Whilst both overall volume sales and values have grown steadily in recent years, the effect of consumers trading down, together with a reduction in advertising expenditure and new product innovation and development by all brands, the market sector, in terms of product life cycle, appears to be reaching maturity (Mintel, 2010) see Figure 1 below: Figure 1: Product Life Cycle (Source: adapted from Kotler, 2001, p. 349) 1.2 Sales Trends Fruit Juices Vs Juice Drinks In 2010, there was a notable shift in consumers buying value-for-money juice drinks rather than premium fruit juice products. Volume sales in the fruit juices segment declined whilst the juice drinks segment increased its volume sales by 1% and its value by just over 3% in 2010, compared to 2009 (Euromonitor, 2011). This has resulted in a narrowing of the gap between the volume sales of fruit juices versus juice drinks see Figure 4 below. Mintel (2010) expects this trend to continue to at least 2015. Table 1: Volume Sales Trends Fruit Juices Vs Juice Drinks (Source: Mintel, 2010) 1.3 The Competitive Environment 1.3.1 Fruit Juices The brand leader and dominant player in the fruit juices market sector is Tropicana with an estimated 30% share followed a long way behind by Princes with just 3%. Tropicana has achieved its success through maintaining a balance between its premium brand positioning and a pricing strategy that is both appropriate for a premium brand and sufficiently appealing to consumers. Tropicana also benefits from being the UKs most recognised brand in this market sector (Euromonitor, 2011). Orange remains by far the most popular flavour in the fruit juices market segment accounting for about 58% of total sales volume in 2010 (Bainbridge, 2011). 1.3.2 Juice Drinks The major brands in this market sector are Oasis, Ribena, Capri Sun and Robinsons, which together account for about 50% of all sales. For juice drinks, according to Mintel, blended flavours are the most popular (Bainbridge, 2011). Tropicana has also extended its brand into this sector with its Tropicana Go! product for children. 1.4 Consumer Targeting According to TGI, the fruit juice and juice drink market sector is strongly associated with families with 83%, penetration of those UK households with children aged from five to nine. This is believed to be because parents and housewives in particular, are aware of the perceived health benefits of products in this market (Bainbridge, 2011). In addition, children account for one third of the consumption of all juice drinks (Euromonitor, 2011). 1.5 Media Advertising Expenditure The following three tables detail media advertising expenditure for fruit juices and juice drinks overall, by main monitored brands, and by main monitored products. Date Expenditure 2009/10 Index 2005/06=100 Adspend: Sales  £m Ratio (%) 2005/06 28 100 0.9 2006/07 29 104 0.9 2007/08 30 107 1.0 2008/09 23 82 0.7 2009/10 18 64 0.6 (Note: year is from July-June. Main monitored brands only excludes smoothies). Table 2: Total Overall Media Advertising Spend 2005/06-2009/10 (Source: Nielsen Media Research, 2010) Advertiser 2007/08 2007/08 2008/09 2008/09 2009/10 2009/10 Total Total  £000 %  £000 %  £000 %  £000 % Coca-Cola Great Britain 4,656 16 6,675 29 4,853 27 16,184 23 Britvic Soft Drinks Ltd 8,106 27 3,693 16 2,284 13 14,083 20 PepsiCo Intl Ltd 4,872 17 2,122 9 3,036 17 10,031 14 Ocean Spray Intl Inc 4,457 15 2,053 9 1,846 10 8,355 12 GlaxoSmithKline Plc 2,307 8 1,573 7 989 6 4,869 7 Gerber Foods Intl 1,211 4 1,815 8 1,386 8 4,412 6 Nichols Plc 1,104 4 1,089 5 1,332 7 3,525 5 Rubicon Products Ltd 892 3 1,138 5 411 2 2,441 3 British Sugar Plc 661 2 973 4 633 4 2,267 3 Sunsweet Growers 158 1 132 1 411 2 701 1 Others 1,092 4 1,707 7 610 3 3,409 5 Total 29,516 100 22,971 100 17,791 100 70,278 100 (Note: year is from July-June. Main monitored brands only excludes smoothies). Table 3: Media Advertising Spend by Advertiser 2007/08-2009/10 (Source: Nielsen Media Research, 2010) Brand Advertiser 2007 2007 2008 2008 2009 2009 Total Total  £0 %  £0 %  £0 %  £0 % Oasis Drink Coca-Cola 2,260 8 2,676 11 2,135 11 7,071 9 Ocean Spray Cranberry Ocean Sp. 2,235 8 2,604 10 1,751 9 6,590 9 Tropicana Pure Premium PepsiCo 5,129 17 1,134 5 6,264 8 Tropicana Pure Premium Orange PepsiCo 322 1 1,961 8 3,331 17 5,613 8 Capri-Sun Coca-Cola 755 3 674 3 2,521 13 3,950 5 J2O Fruit Drink Britvic 1,659 6 21 2,179 11 3,859 5 Robinsons Fruit Shoot Britvic 2,720 9 348 1 743 4 3,812 5 Vimto Soft Drinks Nichols 1,197 4 1,305 5 1,121 6 3,623 5 Welchs Purple Grape Gerber 341 1 2,230 9 966 5 3,537 5 Robinsons Drink Range Britvic 2,333 8 1,136 5 3,469 5 Others Others 10,416 35 11,000 44 5,390 27 26,806 36 Total 29,367 100 25,089 100 20,138 100 74,594 100 (Note: Main monitored brands only excludes smoothies). Table 4: Media Advertising Spend by Brand 2007-2009 (Source: Nielsen Media Research, 2010) 1.6 Distribution 1.6.1 Off Trade Most off trade sales take place through the large supermarket chains. Tesco sells more fruit juices and juice drinks than any other retail off-trade outlet accounting for around 18% of all sales in 2010 with Asda accounting for just over 11% (Euromonitor, 2011). 1.6.2 On Trade The key on-trade distribution channels in the UK are fast food and other restaurants, plus pubs, bars and clubs, where juices are typically used as mixers. However, the adult  juice  brand J2O is positioned as an alternative to alcohol in pubs, bars, and clubs and is increasing its sales year-on-year (Euromonitor, 2011). 1.7 Price Unit prices vary considerably depending on whether the drink is a fruit juice or a juice drink, and its fruit content if it is a juice drink. In addition, unit price varies according to the products positioning i.e. if it is a premium, supermarket own label standard or budget product. A selection of typical retail prices are shown in the two tables below. Positioning Brand Retail Price Premium Tropicana Orange Fruit Juice 1L  £2.18 Supermarket Own Label Standard Tesco Apple and Mango Fruit Juice 1L Litre  £1.60 Supermarket Own Label Budget Tesco Value Apple Juice 1L  £0.62 Table 5: Fruit Juices Typical Retail Prices (Source: mySupermarket.co.uk, 2011) Positioning Brand Retail Price Premium Prices Cranberry Juice Drink 1L  £1.42 Supermarket Own Label Standard Tesco Exotic Juice Drink 1L  £0.90 Supermarket Own Label Budget Tesco Value Apple Juice Drink 1L  £0.53 Table 6: Juice Drinks Typical Retail Prices (Source: mySupermarket.co.uk, 2011) Unit prices in 2010 were reported as being stable even though some brand owners passed on cost increases associated with fluctuations in currency exchange rates between the euro and the pound. However, this move was counterbalanced by discounting and promotional offers for private label and leading brand in the retail marketplace (Euromonitor, 2011). Generally, consumers were inclined to trade down to  juice drinks from fruit juices, due to price considerations. Whilst the recession undoubtedly encouraged discounting and sales promotions, it is evident that both own labels and leading manufacturers offered discounts and promotions long before the recession actually started. This practice is forecast to be a permanent strategy in the market sector in the future as brands jostle to establish and consolidate their competitive positions in an increasingly price sensitive market (Euromonitor, 2011). 1.8 The Macro Environment PESTEL Analysis Organisations can examine their external macro-environment by using the PESTEL analysis framework (Gillespie, 2007). A PESTEL analysis for the fruit juices and juice drinks market sector appears below: Political This refers to any government policy that may cause an intervention in the marketplace. In 2004, the Food Standards Agency (FSA) in the UK stated that it had a mission to convince consumers to adopt healthier food options for a healthier lifestyle. The FSA also required that the food and drinks industry support it in trying to achieve its aims (Food Standards Agency, 2004). The FSA suggested that organisations should include healthy eating strategies for their customers as part of their overall corporate social responsibility programmes rather than simply as a marketing tactic. In addition, the government has promoted healthier eating through an increased intake of fruit and vegetables with its 5-a-day campaign. This has been successful with 74% of those consumers questioned claiming they were aware of the campaign and nearly 60% having taken some action as a direct result of being exposed to the campaign (Food Standards Agency, 2008). Economic This includes such factors as interest rates, taxation changes, economic status and growth prospects, inflation, and exchange rates. Interest rates remain at an all time low with correspondingly low mortgage servicing costs for the majority of homeowners. However, unemployment, together with the threat of unemployment, is negatively affecting consumer confidence, which, in turn, is causing middle-income consumers to trade down higher priced, premium and luxury products (Warc, 2010). Social and Cultural This covers social and cultural trends that can affect consumer demand. There is a noticeable trend towards healthier eating habits in the UK. The importance of this to brands owners and marketers was highlighted in the Health of Britain Survey conducted in 2008 when Giles Quick from the research company, TNS Worldpanel UK said: It is unlikely that we will ever put health before taste, but brands that manage to combine great taste with practicality as well as a positive health proposition, are in an ideal position to win full marks from the consumer'(Quick, p. 3, 2008) Technological This looks at how new technologies can help create new products and new processes. The ubiquitous internet and the growth of mobile electronic communications devices will have an increasing influence over the way in which consumers interact with, and buy, brands, products, and services (Ericssson White Paper, 2011) Environmental Includes the weather and climate change and how these may affect the marketplace. Global warming and climate change are affecting the UK inasmuch as climatologists expect a generally warmer climate in the future. This may result in consumers drinking more water and, equally they drink more fruit juices and juice drinks (just-drinks, 2011). Legal This includes the legal framework within which the organisation and its competitors operate. There are currently no legal issues that may affect the market. 2.0 Identification of the Market Opportunity 2.1 Rationale for the Market Opportunity As has been seen from the analysis in Part 1.0, the ongoing economic difficulties in the UK have caused consumers in the market sector to trade down from fruit juices to juice drinks. This has been borne out by volume sales figures showing a decrease in fruit juice sales and an increase in juice drink sales over the last three years with the trend forecast to continue to at least 2015 (Euromonitor, 2011). However, fruit juices and juice drinks targeting children have seen their volume sales increase. For example, in 2010, Innocent saw sales of its childrens Wedge Cartons grow and subsequently launched a new product for children, Pure  Fruit  Squeezies, designed as a snack to go in childrens school lunchboxes. Feel Good Drinks for Kids and Tropicana Go! were also launched to target the school lunchbox market (Euromonitor, 2011). For juice drinks, breakfast time is when 50% of all such drinks are consumed (Euromonitor, 2011). All fruit juice and juice drinks, even if they contain no added sugar, contain natural fruit sugar. Consequently, for children, it is especially important that they consume juice drinks at mealtimes, such as at breakfast, as this is less likely to damage their teeth than if they sip at juice drinks during the day (Food Standards Agency, 2011). Equally, parents can monitor their childrens intake of juice drinks at breakfast and ensure that they clean their teeth afterwards before they go to school. In addition, parents are becoming increasingly aware of the need to provide a healthy diet for their children and this message is being actively promoted by government through the Food Standards Agency (2004). Research by Euromonitor (2011) has identified a specific market gap for products targeted at children and believes that brands in this marketplace need to strengthen their five-a-day mess ages. 2.2 Defining the Market Opportunity The gap in the market, therefore, is defined as: A high fruit content (50%), healthy juice dink for children to consume at breakfast as part of their five-a-day needs. 2.3 Competition Competition for such a product will come primarily from those brands that have developed, and successfully marketed, products specifically aimed at children. The identified competitors in this respect are: Innocents childrens wedge cartons and Pure  Fruit  Squeezies, Feel Good Drinks For Kids Tropicana Go! 3.0 Marketing Mix Plan 3.1 Marketing Objectives To generate sales worth  £120 million within 12 months of launch. To achieve a 4% share of the overall fruit juice and juice drinks market sector within 12 months of launch. 3.2 Marketing Strategy 3.2.1 Launch Strategy According to accepted marketing theory, for a new product launch in a competitive and price sensitive marketplace, such as for fruit juices and juice drinks, a brand needs to build consumer awareness quickly and achieve rapid market penetration to establish itself successfully (Kotler, 2001, p.355). Consequently, it is proposed to launch the new juice drink product using a rapid penetration strategy, which is one of four identified strategies for a new product launch- see figure 2 below: Figure 2: Marketing Strategies in the Introduction Stage (Source: adapted from Kotler, 2001, p.355) The rapid penetration strategy involves launching the new product at a relatively low price, compared to competitor products, with heavyweight promotional support in order to achieve the fastest possible market penetration and to gain the highest possible market share. This is a sensible strategy in a market with a number of established competitors where a new, and by definition, unknown brand has no consumer awareness. It is also a strategy more likely to succeed where there is price sensitivity in the market, as there is for fruit juices and juice drinks. In terms of cost, then the unit manufacturing cost falls with the volume production scale and with accumulated production experience (Kotler, 2001, p.356). 3.2.2 Competitive Position There are four basic competitive positions that the new product could adopt as follows: Market Leader Market Challenger Market Follower Market Nicher As this is a new product launch targeted at a segment of the overall market, which, although relatively immature, has some established players, it is proposed that the product is positioned as a Market Challenger. This competitive market positioning is relatively high-risk but also high-gain and helps to build a sustainable competitive advantage (Kotler and Armstrong, 2010) 3.2.3 Analysing Competitors The fruit juices and juice drinks market sector is characterised by intense competition between organisations, many of which now operate on a global scale. In view of this, even though the main competitors have been identified, it is crucial that the new brand gains a detailed insight into the nature of these competitors if it is to consolidate its long-term competitive position following its launch (Wilson and Gilligan, 2005, p. 223). According to Kotler and Keller (2006) there are a number of strategic steps that need to be undertaken in order analyse competitor actions in the marketplace. See Figure 3 on the next page. Figure 3: Strategic Steps in Analysing Competitor Actions In the case of the proposed new product, with its Market Challenger position, it is proposed that all fruit juice and juice drink brands competing within its market segment are attacked -see 3.2.3 Brand Positioning below. However, the brand needs to constantly monitor and evaluate the activities of its competitors. 3.3 Product Strategy 3.3.1 Product Specification A blended*, high fruit-content (50%) juice drink with no added sugar or colouring available from the soft drinks section of the supermarket (not chilled). * Actual flavour blend to be determined through research and pre-testing with consumer sample. 3.3.2 Brand Name The proposed brand name is START! The product targeted at children will be called START! for Kids. This name is intended to help position the brand as a product for consumption at the start of the day i.e. at breakfast. It is also a short and memorable name, which will help the product to stand out in a crowded marketplace and will also help facilitate the establishment of the brand in the consumer consciousness. In addition, the brand name has connotations of a healthy start to the day for kids. The brand name START! is also not exclusively for children and lends itself to extensions into other market segments, such as for the adult market. 3.3.3 Brand Positioning Positioning a brand has been described as an attempt by a business to influence the way in which consumers perceive and behave towards that brand in the marketplace (Perreault and McCarthy, 1999). For example, a brand could position itself to appeal to a particular consumer segment by promoting a particular attribute of the brand that would appeal to that segment (Pechmann and Ratneshwar, 1991). The following two figures illustrate the proposed brand positioning for the new product. High Price Juice Drink Pure Fruit Squeezie Childrens Wedge Fruit Juice/ Smoothie s START! For Kids Low Price Figure 4: START! Brand Positioning Childrens Fruit Juice/Juice Drinks Price per 100 ml/100 g and Pure Fruit Juice Content School Break Times Juice Drink Pure Fruit Squeezie and Childrens Wedge Fruit Juice/ Smoothie START! For Kids Breakfast Figure 5: START! Brand Positioning Childrens Fruit Juice/Juice Drinks Price and Consumption Time 3.3.4 Packaging The packaging will be a Tetra Classic Aseptic pack in two pack sizes 100 ml and 200 ml (Tetra Pak Website, 2010). This is to enable it to be used primarily as a breakfast drink in (200 ml size) and secondarily as a snack drink (in 100 ml size) at school break times. The tetra pack is easy to drink from and is also easy to pour into a cup or glass. The pack is also stable on the kitchen counter and on the school desk. See Appendix I. For retail distribution, the individual packs will be sold in rectangular multi-packs of 10 for the 100 ml and 5 for the 200 ml. The rectangular packaging will assist ease of display and stacking in the retail environment 3.4 Distribution Strategy In line with the rapid market-penetration strategy, the product will be sold though all supermarket chains and convenience stores in the UK with a heavy intensity. In view of the target audience, it will not be sold through the on-trade. The product will only be available for retail sale in multi-packs at the prices shown in Table7 on the next page. 3.5 Pricing Strategy Unit prices in the market segment are currently stable and subject to discounting on promotion (Euromonitor, 2011). The rapid market penetration strategy determines that the pricing strategy for START! will be highly competitive and challenging to the market leader and to other brands in the market segment. Brand/Product Retail Pack Size Price per 100 ml/ 100 g Lowest Retail price per pack START! For Kids 5 x 200 ml  £0.20  £2.00 START! For Kids 10 x 100 ml  £0.22  £2.22 Tropicana Go! 4 x 200 ml  £0.25  £2.00* Feel Good Drinks For Kids 1 x 400 ml  £0.32  £1.27* Innocent Childrens Wedge cartons 4 x 180 ml  £0.41  £2.92* Innocent Pure  Fruit  Squeezies 6 x 40g  £0.83  £2.00* Table 7: Retail prices for START! and Competitor Products (*Source: mysupermarket.co.uk, 2011) 3.6 Consumer Segmentation and Targeting Kotler, (2001, p.286) suggests that consumer markets can generally be segmented in three ways as shown below for the new product: Socio-demographics Primary: Housewives with school age children from 4 to 11, male and female. Secondary: The children themselves. Psychographics families with a healthy lifestyle or intending to adopt a healthy lifestyle. Behavioural factors Parents of children who have a positive attitude to the benefits of a healthy diet. 3.7 Marketing Communications Strategy 3.7.1 Marketing Communications Budget The average advertising spend to sales ratio over the last five years has been 0.82%. In order to achieve the marketing objectives stated and implement the rapid market penetration strategy it is proposed that the budget for the first year for START! For Kids be set at double this ratio i.e. 1.6%. This will result in an advertising budget of  £1.92 million. A summary of the overall marketing communications budget by activity appears in appendix II 3.7.2 Marketing Communications Tools According to Kotler (2001), there are five main categories of marketing communications tools:- Advertising Sales Promotion Public Relations Personal Selling Direct marketing 3.7.3 Marketing Communications Tools Characteristics/Objectives According to Fills 4Cs model (2002), the five main communications tools, are characterised by four principal dimensions: Communications Impact Credibility Costs Control See Figure 6 on the next page, which shows how these dimensions apply to the various component of the communications mix. Figure 6: Fills 4Cs Model As has already been established, START! needs to gain rapid penetration through the use of high impact promotional activity that delivers a large audience within the identified consumer segment. In view of the target audience definition, and the need to create high levels of product acceptance, it is proposed that the consumer promotional activity includes a mix of tools including advertising, sales promotion and public relations. 3.7.4 Integrated Marketing Communications (IMC) The concept of IMC was acclaimed by Moriarty (1994) as being one of the most significant developments in the marketing communications business in the 1990s. Kotler first discussed IMC back in 1997 but it was not until 2003 that defined the concept thus: Integrated marketing communication is a concept according to which the company integrates and coordinates its communication channels to send a message clearly, consistently and convincingly about the organization and its product (Kotler, P, 2003, p. 672). Fills promotional planning framework (2006, pp.174-176) summarises all the aspects of the marketing communications planning process see Figure 7 below. Fill categorises the tasks achieved by communications activity into three areas namely, Push, Pull, and Profile, as follows:- Push The activity is pushed from the product provider to the supply chain intermediaries to help develop relationships. Pull The activity is from the product provider to the end consumer to generate a call to action either a purchase or an enquiry. Profile The product provider implements a mix of communications strategies to build brand reputation with all of its target audiences. Figure 7: Fills Promotional Planning Framework (Source: Fill, 2006, pp.174-176) If a formally structured approach to marketing communications planning, such as that detailed above, is not followed there is a risk that the goals and strategy of the marketing communications plan will not link to the high-level corporate goals, or to the marketing goals of t