Marketing Myopia Summary Essay Example

Marketing Myopia Summary Paper Marketing Myopia Summary Main Points: 1. An industry is a customer-satisfying process, not a goods-producing process. Businesses will be better positioned for growth if they concentrate on meeting customers’ needs rather than on the mass production and selling techniques of their products. 2. Companies stop growing because of a failure in management, not because the market is saturated (Levitt, 2008:1). Myopia is a term used and means to be shortsighted. In business, this would mean not having the foresight or long term plan to fully understand what business you are in as well as how to stay in it. One example that Levitt used, was the railroad industry. The railroads industry declined because they were railroad oriented instead of transportation oriented, they were product oriented instead of customer oriented. They declined not because of cars, trucks, airplanes, and even telephones, but because of their own myopia. To be a growth industry you must focus on satisfying a customer need. Focusing solely on product, profits and mass production will not help a company survive. Management must think of itself not as producing products but as providing customer-creating value satisfactions. A successful industry will include a strong focus on satisfying and meeting the needs of the customer followed by good production, research and development as well as a good selling strategy. In addition it is about how you define the business you are in. It needs to know the needs of the customer and what further innovations the company can bring to keep the consumer interest, as well as adapting to the changing business market. We will write a custom essay sample on Marketing Myopia Summary specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Myopia Summary specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Myopia Summary specifically for you FOR ONLY $16.38 $13.9/page Hire Writer

Comparing Entrepreneurs from Different Industries essay

Comparing Entrepreneurs from Different Industries essay Comparing Entrepreneurs from Different Industries essay Comparing Entrepreneurs from Different Industries essayBasing on module literature, in particular, Stokes et al. (2010), Bornstein(2004), and Zimmerer and Scarborough (2005), entrepreneurship can be defined from different perspectives, such as: 1) activities aimed at maximizing profits; 2) proactive activities of citizens on producing goods and services aimed at making a profit; 3) direct function of the realization of property, its main production function; 4) organizational innovation process aimed at making a profit; 5) actions aimed at increasing the capital, developing the production and appropriation of profit; and 6) a specific type of activity aimed at a relentless search for changes in the existing forms of life of enterprises and society, continued implementation of these changes. As Wickham (2006) reasonably notes, most practitioners and researchers focus on making a profit, considering it as the ultimate goal of business. However, the ultimate goal of business is not so much profit as the continuity of the production process associated with the reproduction of demand and satisfaction of the ever-changing, ever-increasing needs of the individual or social group, and society as a whole.In this context, entrepreneurship can be more properly defined as a process of continuous search for changes in needs, the end-user demand for products and services, meeting this need by organizing production, sales, marketing, logistics, and management focused on the best innovations that bring maximum performance in each of the stages of the reproduction process. We thus consider entrepreneurship to be not just a business, but a style of management based on the principles of innovation, anti-bureaucracy, constant initiative, focus on innovations in production processes, marketing, distribution and consumption of goods and services. To fit this understanding of entrepreneurship, our final project focuses on two outstanding innovators Elon Musk and Jeff Bezos, the lead ers of vehicle production and e-commence industries respectively.Justifying the ChoiceOn a whole, we see entrepreneur as a true creator, who comes up with new products, opens new niches, and knows how to make money where others would pass by. In this regard, Elon Musk, the creator of PayPal, SpaceX, and Tesla Motors, is worth recognition due to the unusual combination of energy, innovation and unswerving desire to produce a quality product in all the areas of business he is engaged into. Investing funds into incredible, inspiring projects, Musk is totally changing our world with challenging ideas, like the mass production of electric vehicles, the project of commercial suborbital flights, the global system of satellite Internet, the introduction of solar stations, or transport capsule system Hyperloop. For instance, Musk’s Tesla Motors has become a real discovery, and its shares have risen by more than 300% during 2013 (Storm, 2014). To a certain extent, we can say that inves tors were willing to endow not only to the company, but also to the personality of its CEO, who has recently received the title of the CEO of the year by MarketWatch.In his turn, Jeff Bezos who started his business in a garage, stands out as a leader for transforming a trading company Amazon.com into a truly high-tech multi-sector hypermarket and bring it up to the value of $100 billion. Today Amazon.com is the best known, most popular, and most visited online store in the world, while its creator is acknowledged as a top executive in accordance with according to Forbes ranking. Indeed, Bezos has an exceptional entrepreneurial talent: having faced the Internet for the first time, he saw the opportunities that almost no one saw, i.e. its future in commerce. Obviously, there were others who had a premonition of something similar (e.g, Pierre Omidyar of eBay), but Bezos’ vision was so clear and Amazon.com website so attractive that it has become a symbol of e-commerce almost sin ce the first day.Therefore, we believe that the experience and talent of these two entrepreneurs could have a valuable effect of our perception of various business processes.Elon Musk ProfileElon Reeve Musk is a Canadian-American engineer, entrepreneur, inventor and investor of the South African origin; billionaire founder, owner and CEO of SpaceX, Tesla Motors, PayPal, and several other successful companies, as well as the chief designer of Chief Product Architect, and the head of the board of directors at SolarCity, who has achieved considerable success in the field of information technology, rocket and car production.Musk got his first profit at 12, when he sold Blast Star, a video game he developed in the style of Space Invaders, and invested the gained $500 in the shares of a pharmaceutical company (Pauline, 2012). One of Musk’s first projects was the Zip2 service which specializes in software for news companies. In 1999 Compaq bought Zip2 for $307 million, of which Musk received 7% and invested in the creation of his second startup, X.com. After the merger with Confinity, X.com turned into a well-known online payment service PayPal. In 2002, PayPal was sold to online auction site eBay for $1.5 billion, of which Elon Musk personally received $165 million. At the moment, about 140 million people use the services of PayPal (Pauline, 2012; Storm, 2014).Before the moment the sale of PayPal company was completed, Musk pondered over how much would it cost to organize an expedition to Mars, and decided that he could reduce the cost of rocket launch by 10 times. Musk invested $100 million into his new company SpaceX, but a few trial launches of the rocket Falcon 1, including the one with an army satellite on board, ended in a catastrophe (Storm, 2014). Nevertheless, Elon Musk and his team did not give up, and eventually they managed to build several quite functional and prospective spacecraft, such as Falcon 9 launch vehicle, Falcon 9 Heavy and a space shu ttle Dragon SpaceX. NASA estimated that creation of Falcon 9 was supposed to cost $3.9 billion, but SpaceX fit in $300 million (Pauline, 2012). Musk’s company also offers the lowest rates in the world for the delivery of cargo into orbit. Today SpaceX has contracts for $4 billion with only a third coming from NASA and the rest accounted to private companies (Elon Musk Official Website, 2014). By May 2014, Falcon 9 carried out 9 launches.Along the way, in 2003, Musk became a co-founder of the company producing electric vehicles Tesla Motors. In 2008, Tesla Roadster was the first all-electric car in serial production costing $110 thousand, and in 2012 Tesla started selling sedan Model S targeted at a wider audience at the price of $50 thousand. As a result, Tesla Model S has become the main achievement of the company, has received numerous Car of the Year awards and has completely changed the situation on the market of sedans. In June 2010, Tesla Motors conducts IPO, the first IPO of an automotive company in the US since 1956, when Ford entered the stock market. Tesla Motors turnover increased from $413.3 million in 2012 to $2.013 billion in 2013 (Storm, 2014). In the last quarter, the sales of electric vehicles exceeded 5.5 thousand pieces, which is a serious market share of luxury-class cars (Elon Musk Official Website, 2014).Despite the fact that Tesla Motors and SpaceX were close to bankruptcy in 2007-2008, each of these companies is now changing the face of the industry, while Elon Musk is one of the world’s most successful businessmen. Last year, Fortune Magazine named him the businessman of the year, and The Wall Street Journal called Musk the CEO of the year.Jeff Bezos ProfileJeffrey Preston ‘Jeff’ Bezos is an American businessman, head and founder of Amazon.com, the world’s largest company selling goods and services via the Internet, as well as the owner of The Washington Post publishing house.After graduating from Prin ceton University in 1986, Bezos worked on Wall Street in the field of computer programming (Stone, 2014). Due to the network for financial transactions that Jeff developed for the Fitel Company, he was noticed by David Shaw, president of D. E. Shaw Co. His duties of the vice president now included coming to work only when inspiration occurred and thinking about new areas of business and insurance, software and, finally, a little-known Internet. That was when analyzing the possible undeveloped sales market, Bezos came to the conclusion that of all the goods sold by mailing books were the least popular, as there were no major catalogues (Stone, 2014).In 1994 Bezos left Shaw’s company, invested his parents’ $300 thousand, and became the founder and CEO of his own company Amazon.com, which would sell books through the Internet. The site was launched July 16, 1995, although at that time it was not completed, for example one could order a negative number of books on the web site, and employees had to pack the book standing on their knees on the concrete floor of a small basement. However, despite the fact that at first glance Amazon seemed to be pathetic amateur business, the site has grown rapidly since the first day. In October, sales for the first time reached a hundred of books a day. Less than a year later Amazon was selling a hundred books per hour (Amazon.com Official Website, 2014).Besides the fact that Bezos was the first to create an online store, he was the first to post links to his store on other sites, and for that he paid the site owners a percent from each purchase made after transition from their website (Rossman, 2014). Other innovations of Bezos include the possibility for readers to post their own reviews and evaluate them, as well as a customized selection of a â€Å"showcase.† Amazon.com was soon successfully competing with the largest bookselling company of the US Barnes Noble, who sold their books in the traditional way . In 1997, Amazon.com entered the IPO, and already in 1999 the shares of Amazon.com grew five times in price (Stone, 2014).Currently, Amazon.com offers to purchase not only books: the service covers 34 categories of goods, including movies, video games, consumer electronics, toys, food, household goods, furniture, sporting goods and more (Amazon.com Official Website, 2014). Over the past five years, Amazon shares rose by 397% and now the company with annual revenues of $48 billion is estimated at $100 billion; the businessman himself with the capital of around $25 billion belongs to the 20 richest people in the world (Stone, 2014; Rossman, 2014).Comparing Entrepreneurs from   Different Industries essay part 2

Enterprise Zones Essay Example | Topics and Well Written Essays - 500 words

Enterprise Zones - Essay Example The confusion occurs in a considerable number of areas where states have given their enterprise zone programs: renaissance zones, keystone opportunity zones, development zones and program areas, for example. The states’ enterprise zones present a compelling opportunity to explore the spread of ideas in the American federal system. The enterprise zones have caused a significant debate within the framework of urban policy and economic development over the past two decades. The idea of cutting taxes and regulations as a free market remedy for impoverished areas was originally a frontend brought forward by conservatives and denounced by many liberals. Today, the state zones that populate the landscape of rural and urban areas hardly resemble the anti-government, supply-side approach. A new vibrant, federal empowered zones and enterprise community programs require the inclusion of social programs which provide grants for individual zones. As to their mode of operation, enterprise zones provide special state and local economic-development incentives that encourage commercial investments and promotion of job creation in the economy. The program primarily aims at providing tax incentives to businesses within an enterprise zone. Eligibility for benefits from the program depends on physical presence in a given zone: existing businesses and those being relocated to such areas are eligible. These incentives include: hiring tax credit, sale and use tax credits, deductions of business expenses, carryover of net operating losses and deduction of net interest that lenders and banks charge. A business located within an enterprise zone may reduce its state income tax by a percentage of wages paid to qualified employees. It may also claim up to half of employee’s wages within the first year of employment. The drawbacks to enterprise zone system range from costs, training and turnover to

The Institutional and Cultural Influences on Accounting Essay

The Institutional and Cultural Influences on Accounting - Essay Example Code law legal systems are common in continental Europe, Latin America and much of Asia. (Roberts et al, 2005). In these countries, laws are generally codified (often using a similar framework to that of the French Napoleonic codes of 1804-11). (Roberts et al, 2005). Commercial organisation as well as accounting regulation is governed by commercial codes. Common law on the other hand adopts a philosophy where the role of law is to prohibit undesirable behaviour rather than to prescribe or codify desirable behaviour. Commercial law stems from England where it was exported to the United states and the Common Wealth. (Roberts et al, 2005). The legal/judicial institutions can influence incentives to produce conservative accounting numbers through a series of channels. (Bushman and Piotrosky, 2006). ii. Business Organisation and Ownership. There is also a considerable difference in ownership structure and business organisation across countries. (Nobes, 1992). For example, capital contributed by the government and banks in france is very significant as are small businesses. (Nobes, 1992). Companies in Germany are owned by banks and a majority of shares in public companies are owned and controlled by banks, especially the Deutsche, Dresdner and Commerz Banks. (Nobes, 1992). One would therefore expect accounting methods in Germany to be influenced by these banks since most of the information produced will be done in accordance to their needs. On the other hand, shares in the UK and the USA are owned by institutional investors.

Health care cost Essay Example | Topics and Well Written Essays - 500 words

Health care cost - Essay Example escalated by about thrity nine percent in the four year period between 1999 and 2003, while the hourly earnings during the same period have escalated by fourteen percent. This galloping health care costs that is affecting affordability of health care is the reason for concern. Any control measures need an understanding of the factors that are responsible for the escalation in health care costs. According to Ginsberg, 2004, advances in science and technology that has seen a rise in new technologies available to health care, is the prime driving force behind the escalation in health care costs. These new technologies have provided newer diagnostic tools and treatments in the medical care of patients. Many of these diagnostic procedures and treatments are much more expensive than the older diagnostic procedures and treatments. An example of this is the expense involved in magnetic resonance imaging, which increases the diagnostic costs significantly, where it is employed as a diagnostic aid. Some treatments may be more cost effective, and lead to less discomfort in patients, but it is these very same beneficial qualities that cause its higher rate of use, leading to increase in costs. Thus new technology is the main culprit in the escaltion of health care costs. Does that mean denying the use of new technology in health care is the solution to the vexing problem of escalating healthcare costs. The answer is no. For in doing so the benefits of advances in science and technology would be denied to the people. The solution rather lies in the judicious use of new technology in healthcare (Ginsberg, P., 2004). Health care costs cannot be eliminated, and need to be only controlled for, "health interventions are not free, people are not infinitely rich, and the budgets of [health care] programmes are limited. For every dollars worth of health care that is consumed, a dollar will be paid. While these payments can be laundered, disguised or hidden, they will not go away"

Investigation of the cereal bar market

Investigation of the cereal bar market This article contains an investigation of cereal bar market and gives a feasibility report at the end. At the beginning, backgrounds of Kellogg Company and cereal bar market are given. After this, it shows cereal bar is at the stage of maturity in a product life cycle in the UK. And it did not performance well in latest two years. But in the worldwide, it still increases stable. Next, a SWOT analysis and a PEST analysis have been done to analyse the market environment in China. According to the results of analysis, target market for cereal bars in Chinese market has been chosen. The target market is young women from 15 to 35 in cities. The life style of these people just matches the request of cereal bars. Additionally, the competition in China has analysed, there are some barriers of entering Chinese market indeed. However, there are some competitive advantages of All-around cereal bars. At the end, a marketing strategy and a feasibility report have been made. 2. Product The product I chose is cereal bar. The snack market is hotly competed these years. The most customers of cereal bars is adults. They eat cereal bars as a snack between meals. Compared to many other snake products, such as cakes, nuts and chocolate, the cereal bar market is still small indeed, but it grows rapidly .(Mintel, 2010)The reason why the market is still small is that it only attract a small group of customers, most of them are loyal customers. This industry has a increase of 29.6% from 2005 to 2009. (Mintel, 2010) The position that many brands choose for cereal bar is wholesome and natural. The competitors which choose the same position are other healthy snacks such as nuts, fruits and fruit smoothies. All of these have steady growth because of the trend towards healthy diet. Cereal bar to the moment accords with this trend. But cereal bar has not been separate from a series of snake bars such as highly processed bars and chocolate bars. Thus the healthy position has been influenced negatively by the other high sugar and fat snakes. Kellogg Company is a multinational company from American founded in 1906. The main products of Kellogg are breakfast foods, snack foods, cookies, and crackers. It also manufactures ready-to-eat cereals and convenience foods including toaster pastries, cereal bars, fruit snacks and veggie foods. These products are produced in 19 countries and distribute in more than 180 countries all over the world. Kellogg achieved revenues of $12,822 million in 2008 which had an increase of 8.9% over last year. Kelloggs cereal products are a part of the Kelloggs brand, and are sold mainly in the retail terminal such as supermarket and grocery. The company uses broker and distribution arrangements for certain products in less-developed market areas.(MarketLine, 2009) 3. Situation Analysis in the UK In 2008 and 2009 the interest in healthy eating have decrease. During this time, comfort eating appears to gain more popularity. However, a minority still insist on eating natural and healthy food, it could be an opportunity for cereal bars. The cereal bars market for children has been affected because of advertising regulations and packed lunches at school as school classifying cereal bars as confectionery.(Mintel,2010) Therefore, the market of cereal bars is not so optimistic. Cereal bar in the UK is at the stage of maturity, because as shown in the Mintel 2010 the growth slows down from 2005 to 2009 although it still growing. The stage at which a products sales growth slows down is known as maturity.(Elizabeth,HTerry,O.S.,1996) Hence if the firm do not try to attract customers, there will be no further net increase in the size of the market. Kelloggs hold approximately one third of the cereal bars market. Combining with the share of United Biscuits it is up to nearly a half. (Mintel, 2010) For the market of Europe, it accounted for 20.4% as total revenues in 2008 which reached $2,619. It increased 11.1% than 2007. (MarketLine, 2009) The UK has a great market of snacks. As a kind of snack cereal bars are very popular. From the report, two thirds of adults who eat cereal bars and snacking has gained more prominence since 2007. Snacking is most popular among young group, at two third 15-24-year-olds, declining with age. More than half of the families which have children under ten have snack between meals. These factors shows there are some potential markets in the UK. The users of cereal bars are generally holding a positive view of the products, however only one fifth of them think it worth its value and less than half satisfied with it. But in the UK, the company didnt work well. The turnover has decreased from the GBP 138.065 in 2006 to the GBP 116.394 in 2008.The current ratio was 0.44 in 2008 and it has fallen from 0.48 in 2007. (Fame,2009)It may affect by tringent regulations and exposure to foreign exchange risk. Overall, this industry still has good prospect in worldwide. 4. Market Environment in China a) Application of Tools SWOT analysis The strengths of cereal bars are high recognition, innovation of products and strong financial support. Firstly, Kellogg is a successful international brand, so it will be easy to popularize a new brand under it. Secondly, the company has innovation process so that it can guarantee the quality of its products and improve the formula to satisfy Chinese customers. Lastly, the company is lucrative, so it can give strong financial support to Chinese market. The weaknesses are the high price of the products and may do not accord with Chinese taste. Due to the high cost and import tax, the price of the products will be higher than the other local brands. Additionally, Chinese people have their own eating habit, they eat cereal as a kind of main source to acquire energy and protein. Thus cereal is only eaten in meals but not between meals. The opportunity is peoples increasing awareness of the healthy diet. With the increase of income, people pay more attention to nutrition of food. The Chinese savory snacks market grew by 6.5% in 2008 to reach a value of $3 billion and it is forecast to have a value of $4 billion in2013, an increase of 30.7% since 2008(Marketline, 2009). The threats are stringent regulations in China and exposure to foreign exchange risk. Because some events of food occurred in China these years, the government strict checks import products quality. The exposure to foreign exchange risk is a risk that every company will face when they want to enter another country. (Salah, S.H. Roger, D.B., 1994) PEST analysis In political, UK and China have a good relationship. Benefit from Hong Kong, the two countries trade more frequently. But China will check import food from UK strictly because the UK treat import from China like this. In economic, Chinas GDP has an average annual rate of 9.6% from 1979 to 2005 and the import grew by 17.6% to $660 billion in 2005(Wayne, M. M., 2006). In social, since China has a 5000-year history, the society and relationship are more complicated, so foreign companies will face difficulties to enter Chinese market. Last in technology, although technology is progressing rapidly in China, China still welcomes foreign companies introduce their advanced technology into China. b) Target Market Young children and young women are the mains consumer groups of snakes. The target market which I choose is young women from 15 to 35 in cities. Because young people in this age like to accept new things by the influence of western culture. Some 57% of adults say that there are not enough hours in the day to do everything they would like (Mintel, 2009), sometimes they do not have time to have meals. Eating cereal bars can they gained energy, vitamins and protein and girls will not worry about get fat choosing these. It is a business-to-consumer business that the cereal bars will be sold in retail terminals such as supermarket and convenient store. 5. Competition in China Since cereal bars can be seen as both a kind of snack and a kind of breakfast, it has direct and indirect competition. Here can use Porters Five Forces to explain it. Snacks market in China is highly scattered. The main buyers in China are independent retailers and they have strong buyer power. Because of the level of market players suppliers become disadvantage groups. Entering Chinese market means competing with other overseas companies and large local companies. As many players sell similar product, competition is so fierce in such market environment. Every company wants a larger market share (Marketing, 2010). As to the cereal breakfast market, the market is fragmented too. There are three leading companies which accounting 40% of the total market value. Cereal Partners Worldwide controlled the breakfast cereals market in China. The predominant buyers are supermarkets and hypermarkets. The bigger the shop is, the more bargaining power it will have. As there are many similar products it has to face the threat of substitutes. Many people still prefer Chinese traditional food. As the same as in the snack market, the speed growing market attract many new entrants (Marketing, 2009). The main competitors of snacks are PepsiCo and Calbee Foods. PepsiCo generated revenues of $43.2 billion in 2008, an increase of 9.6% over 2007. Calbee Foods generated revenues of $1.1 billion in 2009, an increase of 3.6% over 2008. The main competitors of cereal breakfast are Cereal Partners Worldwide (CPW), PepsiCo and Standard Food Corporation. CPW entered the Chinese breakfast cereals market in 2004. The company operates a manufacturing facility in the city of Tianjin. CPW markets its breakfast cereals in China under the brand Que Cao.(Marketing, 2009) Standard Foods operates its business in China through Shanghai Standard Foods Co., Ltd. The company is headquartered in Taiwan and has 2,388 employees. (Marketing, 2009) 6. Competitive Advantage of All-around There are many strengths of cereal bar. Firstly, cereal bars are filled with high fibre, high protein, low fat and low cholesterol, which is a kind of well-balanced food. Comparing with some traditional Chinese food, such as deep-fried dough sticks, Chinese doughnut and spring roll, cereal bars are healthier that especially suitable to those people who want to lose weight or keep fit. Additionally, cereal bars have various kinds of flavours, and some new flavours add chocolate, fruit and nuts to them, which make cereal bars more delicious, take children fancy and expand their customers. Customers can find a flavour they like easily in All-around. Last but not the least, cereal bars are small and easy to carry, so they are a type of convenience snakes for people. People can put some cereal bars in their bags, they do not need a place and worry about figure when people eat them. According to the forecast report of the convenience foods market in China 2010, traditional life style has being changed in peoples daily life, especially among the young people. Due to the sustained and rapid development of economy and sustained acceleration of life tempo, cereal bars will become a new tendency in peoples daily life. 7. Barriers to Entry in China Many people believe that the market of import food is broad, not only because that the potential market is huge, but also because that it is blessed with a sharply increasing trend. In addition, the reasons are that the price is not transparent and the price rate is relatively higher than similar domestic products which also prove the potentiality of import food. On the contemporary, the economy of China has developed greatly. Therefore peoples requests for food also climb up to a higher level. For instance, people tend to eat healthier food instead of junk food. There are two main barriers which has limited the entry of cereal bar into market of china. One is homogenization of markets. It is mainly shown that it lack of market segmentation. In detail, cereal bars aim to attract customers who have middle or high income. Varieties of products from different companies try to seize the same group of customers, which results in that the diversity becomes not apparent. (Hamish, P Marjorie, T., 2001)The other one is homogenization of products. The products from different places have similar sorts and taste. The import food industry in China is facing five challenges in further development. The first is food safety problem, which plays an important part in the development quality of Chinese import food industry. The second is food nutrition and health, which is depended on the development level of Chinese food industry. The third is the creativity, which depends on the characteristic and price of Chinese import food. The fourth is the multi-level distribution and the professional tendency, which bring Chinese import food industry lasting competitiveness. The last one is concern on energy saving and environmental protection, which will make a positive influence on the sustainable involvement of Chinese food industry in future. In recent years, not only the milk powder event of Nescafe, but also the poisoned wine of Argentina has demonstrated the importance of food safety problem. Chinese authority has tried to defend the low quality import food. Furthermore, it is noticeable that China has cooperated with American food society. Under the consequence, several excellent food companies have entered China, and accounted for partial market. Therefore, the barriers to enter China should be paid more attention. It will be a difficult first step for All-around. 8. Marketing Strategy Based on All-around well-known U.S. company, its products mainly for the convenience of healthy and nutritious food, and never entered into the Chinese market before. Therefore, the company will be ready to use market research, product improvement, marketing, promotion strategies, public relations and advertising media and other marketing strategies into China with the brand All-around. 4Ps analysis: Product: As the Americans and the Chinese people have different tastes, just entering the Chinese market in the process, All-around will be continuously analyzed for Chinese tastes and improve the products after understanding the Chinese market and Chinese consumers. Only products meet the market demand, All-around can capture the market. Price: All-around based on the brand and the cost of entering China, as entering the Chinese market it will choose the same product pricing system, such as Nestle product price. But the All-around will be slightly higher than local price of the same products, making All-around product different from the same kinds of products in China. (Salah, S.H. Roger, D.B., 1994) Place: After the analysis of the Chinese food market, such convenience food can be sell in major and medium-sized supermarket, for example Carrefour, Tesco and other large supermarkets. In order for our target customers with marketing and market research, All-around will be selected in the Chinese mainland cities such as Beijing, Shanghai, Guangzhou, sold in supermarkets. Promotion: The target group of All-around is young women, students and office workers. Such people work longer and have irregular diet. This just may reflect the advantages of All-around products, not only to facilitate consumption, but also with nutrition. Therefore, All-around chooses the first target to such customers for product promotion. January 2011 All-around first enter the Chinese market: products formally entered large supermarkets of Beijing, Shanghai and Guangzhou Carrefour, Tesco February 2011 All-around use of public relations advertising exposure, promotional products. Let people know All-around product. March 2011 All-around with the pre-advertising promote to sell. Send sales staff in the supermarket counter, try to eat free of charge to potential customers. In April 2011 in the early process, All-around begin the initial pilot studies to understand customer satisfaction, consumer tastes, and price evaluation. And organized activities for small prizes will pre-purchase All-around maintenance of consumer products and consumers being investigated. In May 2011 with the Chinese custom of the Labour Day holiday to take a substantial promotional activities, strive for during the festive season so that more potential consumers about All-around product. 2011 June-July All-around to adjust the products taste, and randomly selected survey of potential consumers of food tastes August-September 2011 At this point, the official summer holiday period the students, All-around will take a new round of promotional activities, for students to accept the All-around product. October 2011 October is National Day, All-around Chinas National Day will be organized with the objective of consumers visit the All-around production base, so that consumers understand the products production process and food safety systems. All-around makes consumers create brand loyalty. 2011 Nov-Dec All-around to organize new products into the Chinese market, and carry out public relations advertising, as do the traditional Chinese Lunar New Year holiday early preheating. January-February 2012 in the mainstream media do the brand image advertising, a good brand image. And strive to be traditional Chinese festivals the CCTV Spring Festival Gala sponsors, so that Chinese consumers can understand the All-around Hold from March to July 2012 All-around into the campus activities, with the Education Bureau in the efforts to All-around a campus partner, the product on the students breakfast, and teach nutrition. From August to December 2012 establish a large sales base, so that All-around products can capture the Chinese market. From January to June 2013 the Foundation set up health and nutrition of food through the extensive media coverage for the All-around brand to promote. July-December 2012, the introduction of All-around excellent product in the United States to China, and the appropriate raise product prices, occupy the Chinese market 9. Conclusion The product I chose to launch in China is cereal bars. I named the new brand as All-around, one meaning is that it contains full of nutrition. Another meaning suggests customers can enjoy it anywhere and anytime. From the background of Kellogg, it can be seen that the company has generous profits and a series of products. Cereal bars as a new product will easy to enter Chinese market because the strong brand of Kellogg. The position of cereal bars is convenient and high fibre but low fat. And the target market is young women from 15 to 35 because their life step is fast and attention to keep figure. However, there are some barriers for entering Chinese market. Similar market and similar products can not make All-around stand out from other product. Chinese government has formulated more strict rules to restrict import food. In order to launch All-around to Chinese market successfully, a three-year programming have been made in part 8. These are specific and achievable marketing strategies. 10. Recommendations From the research All-around cereal bars can be launched in China. Firstly, there is a potential market which can suit the target market of All-around. The nutritional value of cereal bars just meets the pursuit of a healthy diet of young people. And cereal food can be accepted by Chinese customers. Secondly, the competitors in Chinese market are not too much. It can highlight its technical advantages comparing with other small local companies. And as this reason, it does not need to reduce price to gain more market. Thirdly, the Chinese snacks market is growing rapidly. The compound annual growth rate of the market is predicted to be 5.5% in the period 2008-2013. (Marketline, 2009) As a new product, it will have high profits after introduction when it is in the product life-cycle of growth (Kotler, P. Armstrong, G., 1993). Lastly, the company has a well-known brand, as a new brand in the family-brand. The advantage is that the cost of introducing will be less benefit from the recognition and preference of the family name. (Kotler, P. Armstrong, G., 1993)

Loneliness In Of Mice And Men :: essays research papers

Loneliness is the central theme in the novel Of Mice and Men. Many of the characters show signs of being lonely, some more than others. Loneliness haunts Crooks deep inside. Crooks accepts things the way they are though. Crooks does not talk to the other men and they do not talk to him. This causes the greatest amount of loneliness in Crooks out of all the characters. Rejection can cause most people to become crazy, as it did to Crooks. Other characters on the ranch show signs of loneliness also. But what makes the others different is the fact that Crooks does not have anyone to talk with, the others atleast have one person to talk to. Crook’s actions along with not having any friends show why he must be the lonelinest character.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Not having any friends is one of the reasons why Crooks is lonely. The other workers on the ranch take place in fun activities, such as horseshoes and card games. Crooks never gets invited to play. This resentment is due solely to the color of his skin. The other characters all have someone to talk to. George and Lennie have each other, Candy had both his dogs. The other workers are friends with one another. Curley’s wife is also lonely, but still has Curley. The men sit in the bunk house, talk and have fun on occasion. Meanwhile Crooks is in his shed all alone. Crooks tries to explain to Lennie in the shed why he is lonely. “ A guy goes nuts if he ain’t got nobody. Don’t make no difference who the guy is, long’s he’s with you...I tell ya a guy gets too lonely an’ he gets sick'; (80). This is showing Lennie exactly how Crooks is feeling. Also, it explains what Crooks has to deal with. He is trying to scare Lennie. Crooks is forced to explain that he needs someone to talk to. The reader now becomes aware of Crooks terrible loneliness   Ã‚  Ã‚  Ã‚  Ã‚  Readers can infer Crook’s loneliness by the way he acts. There are many signs throughout the novel that support this. Because Crooks stays in the shed all day one can detect a sense of loneliness. Since Crooks does not ever talk to anyone his social life is all in books. Crooks reads very much to suppress his loneliness and to When Lennie comes into the shed a conversation arises between the two.

The Concept of Globalisation

There are a plethora of factors that have played a role in influencing world politics in the 20th century. There are the political ideologies, each with their own agenda, conflicting or similar, such as Communism, Fascism, Nationalism, Capitalism and Socialism. There are the various worldwide treaties and agreements, such as the Treaty of Versailles, the League of Nations and the United Nations. Accompanying these are economic agreements, which have an ever-increasing role in world politics, like the General Agreement on Tariffs and Trade (GATT), the World Trade Organisation (WTO), the World Bank, the International Monetary Fund (IMF), plus regional trade agreements and customs unions such as the North American Free Trade Area (NAFTA), the European Union (EU) and the Asia Pacific Economic Community (APEC). Even the two World Wars have had an influence. However, the single force that has had the greatest impact on world politics in the 20th century is Globalisation. Globalisation is a concept with many differing definitions. Bayliss & Smith (1998, p. 15) define globalisation as the ‘intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa. † Globalisation is a process that entails the movement of capital, goods, services and labour around the world. Globalisation is the massive control of the world†s economy by big business, transcending national boundaries. The underlying factors in all of these definitions are that globalisation involves worldwide integration of both political and economic ideals. Furthermore, Strachan (1998, p. 159) argues that it involves legal and cultural integration also. But does such integration undermine a country†s sovereignty? Can such integration be achieved without violence and conflict? In order to answer these questions, this essay will examine the driving forces behind globalisation, its downfalls and cultural adaptability. Globalisation is an ever-increasing force, even today, as technological advances literally make the world smaller by increasing communication and decreasing travel times, or what can be referred to as the ‘Communication Revolution† (Durst, 2000, p. 5). Through massive and rapid improvements in the Information Technology industry; telecommunications, exponential increases in computing power coupled with lower costs and the development of electronic communications and information networks such as the Internet, communications are now possible almost instantaneously between any two points on the globe. The threads of global web are computers, facsimile machines, satellites, monitors and modems-all of them linking designers, engineers, contractors, licensees and dealers worldwide (Sims, 1989, p. 21). Physical distance is now irrelevant. This improvement of communications this century from sailing ship to satellite has contributed directly to the globalisation of the world†s economies and political systems (Rimmer, 2000, p. 3). This has taken place across cultural and physical boundaries, effectively eliminating the capacity of countries to isolate themselves from the rest of the world. A prime example of this is China. For most of its existence, China has kept its doors closed to the rest of the world. No outside influences reached China and it remained unchanged and untouched. In recent times however, China has relaxed its legislation to accommodate foreign investment and trade. Its economy has improved and new information on how to do things more efficiently has been introduced. Borders no longer act as boundaries, especially with respect to the movement of information and finance. Furthermore, borders are becoming increasingly difficult for governments to define and maintain. Regional conflicts are arising everywhere; Sierra Leone, the coup in Fiji, Chechnya, Southern Lebanon and Kosovo. As a result, national governments are being forced to redefine their roles, responsibilities and policy relationships. Thus, globalisation has raised fears that the sovereignty of nation states is being undermined. If sovereignty can be defined as the ability to exercise control without outside interference, then nation states are clearly experiencing diminished sovereignty. Governments have no choice but to recognise and work on the assumption that most issues they are required to deal with are affected by or will affect the international competitiveness of the country. Government†s own responses to globalisation or the search for joint solutions to global problems have further effects on sovereignty. Participation in international organisations or the adoption of international agreements puts limits on policy options available to governments (Rimmer, 2000, p. 5). Instead of independence, the world is now pursuing interdependence. Proponents of globalisation argue that unilateral action is not the most effective way to achieve policy goals. In combating environmental problems and international crime, the interests of individual nations can only be protected by collective action. This belief has led to competition between countries on almost all fronts. International investment is encouraged by the activities and mobility of multinational corporations, meaning that most domestic policies such as education and training, taxation, social protection, economic regulation and labour legislation have become international. Even a country†s domestic management policy is a matter of great concern to its trading rivals, because this will ultimately affect a country†s efficiency and competitiveness. Therefore, government policies must increasingly be made more consistent with, or competitive to, those of their trading rivals. Robert Reich is a strong supporter of globalisation, publishing the book entitled ‘The Work of Nations†. In his book, Reich argues that it is already too late to stop globalisation. His view is supported by Joan Spero, US Under Secretary of State for Economic Affairs, who states that capital now moves around the world with startling speed. Each day over US $1 trillion is traded in a global foreign exchange market that never closes. (Spero in Strachan, 1998, p. 156). Reich (1991, p. 112) argues that there is no such thing as an American product anymore, giving the example of an ice hockey stick. It is designed in Sweden, financed in Canada, assembled in Cleveland and Denmark out of alloys patented in Delaware and fabricated in Japan and finally distributed in North America and Europe. There are many criticisms of globalisation and Edward Herman (1999, pp. 3-5) classifies his criticisms into a number of categories. Two of those are that, firstly, globalisation is undemocratic and secondly, that it is an assault on labour. In the United States, public opinion polls showed the general public was against NAFTA, even after incessant propaganda, but the mass media supported it and it was passed. In Europe as well, polls have shown persistent majorities opposed to the introduction of the Euro, but a powerful elite supports it, so it moves forward. Globalisation has been a tool serving elite interests. This contradicts the democratic and egalitarian utopia that these regions have been relentlessly encouraging during the 20th century. Globalisation has also steadily weakened democracy because the containment of labour costs and scaling down of the welfare state has required the business minority to establish firm control of the state and remove its capacity to respond to the demands of the majority (Herman, 1999, p. ). One of the main objectives of Transnational Corporations (TNC†s) movement abroad, for example Nike manufacturing shoes in Korea, has been to tap cheaper labour sources. Labour is often cheapest, and least prone to cause employer problems, in authoritarian states that curb unions and enter into virtual joint venture arrangements with foreign capital, as in Suharto's Indonesia and PRI's Mexico. Once again, this directly contradicts government†s agendas. Publicly, politicians speak out in support of foreign aid, human rights and equality, while behind closed doors they are endorsing and funding TNC†s operations that exploit cheap labour in third world countries. Another criticism of globalisation is that it is against the very nature of culture. Culture derives its diversity from the differences between different human communities and the distinctions between their respective geographical roots and historical experiences. Globalisation disregards these factors and ultimately aims to treat the entire world population as if they have the same tastes, personalities, customs, traditions and language, through a universal government system. If this were to be so, the world would be a very boring, robotic, monotonous place, devoid of any form of culture. The ramifications of this are wide-ranging. Diversity, variety and room for change are lost and forgotten. Identities of oneself are lost; ‘I† is replaced with ‘we†. Power is placed into the hands of a select elite few, very oligarchic and undemocratic. If a group of countries were to unite under a common government, equality would not be established. Such a grouping would encompass a wide spectrum of political views, ideologies, religions, races and colours. Instead of one whole body, there would be many minority groups. This transfers an unequal balance of power throughout the states. As the regional conflicts in East Timor, Yugoslavia and Chechnya have shown, conflict shall arise. There are too many barriers to overcome which only leads to frustration and violence. A Commission on Global Governance (COGG) has been established since 1992. In a report published in 1995 entitled ‘Our Global Neighbourhood†, the commission argued that countries have to accept that in certain fields, sovereignty has to be exercised collectively (Strachan, 1998, p. 155). Once again we have a contradiction in terms; by definition, collective and sovereign are exact opposites that are mutually exclusive. Having stated all the above criticisms, it is important to mention that there is no perfect system in society today that is capable of running a country absolutely efficiently. In fact, conflicting ideologies often correct each other. Communism corrects the equality problem of democracy and democracy corrects the problem of efficiency of communism. By choosing one system or the other, up risal and discontent from the people is inevitable. But is it possible to combine the two? Hitler and Mussolini argued that fascism was the ‘third way†; an alternative to capitalism and socialism. However, fascism led to the death of more than six million Jewish people, so it justifiable to be wary of anyone offering a third alternative. So globalisation has had the greatest impact on world politics in the 20th century, mainly because of the technological advances in telecommunications and information technology. This is most likely to continue through this the 21st century. The criticisms of globalisation are that it undermines sovereignty, exploits third word countries and is undemocratic. However, there is no feasible alternative at this time and globalisation is already well-spread and embedded in economics and politics. For now, the world will just have to go with it.

Free Essays on Pius XII And The Third Reich

â€Å"From the very fist month of the occupation [in Poland], hundreds of priests were arrested and executed; Catholic intellectuals, both clerics and laics, were sent to the concentration camp at Oranienburg (Belt 71).† â€Å"Of five hundred priests in the diocese [Chelmno-Pelplin in Pomeranic, Poland], only twenty were still alive (Belt 72).† â€Å"A report sent to Rome concluded that out of two thousand priests a third were dead and that seven hundred were in prison (Belt 78).† â€Å"The Nazis in Poland alone murdered more than three million Catholics together with over three million Jews (Chao 7).† The Jewish community was not the only people under persecution by the Third Reich during the Second World War. â€Å""The heaviest blow to humanity" he [Hitler] once said, "was the coming of Christianity. Bolshevism is Christianity’s illegitimate child. Both are inventions of Jews (Chao 7)."† Hitler wanted to extirpate the Catholic Church because he thought that Catholics and Jews were the source of every evil. Hitler wanted to create a national German Church that would be loyal to the Fà ¼hrer; the leader, Hitler himself. If this church had been created, then Hitler would have not had as much resistance and the ‘Final Solution’ might have been a greater possibility. In September 1943, just after a few days into the German occupation of Italy, Hitler wanted to have Friedrich Otto Wolff, supreme commander of the SS in Italy, to occupy the Vatican and take Pope Pius XII and the Curia to Liechtenstein (Cornwell 313-314). Hitler wanted to take Pius XII under his control. What was he thinking? Yes, it is true that the Christian and Jewish religions had been in conflict with each other numerous times in the past. From the being of Christianity, the Jewish Community has been under attack and always being persecuted. In the first few centuries, the Jewish people were used as the scapegoat for the Roman Empire and some people e... Free Essays on Pius XII And The Third Reich Free Essays on Pius XII And The Third Reich â€Å"From the very fist month of the occupation [in Poland], hundreds of priests were arrested and executed; Catholic intellectuals, both clerics and laics, were sent to the concentration camp at Oranienburg (Belt 71).† â€Å"Of five hundred priests in the diocese [Chelmno-Pelplin in Pomeranic, Poland], only twenty were still alive (Belt 72).† â€Å"A report sent to Rome concluded that out of two thousand priests a third were dead and that seven hundred were in prison (Belt 78).† â€Å"The Nazis in Poland alone murdered more than three million Catholics together with over three million Jews (Chao 7).† The Jewish community was not the only people under persecution by the Third Reich during the Second World War. â€Å""The heaviest blow to humanity" he [Hitler] once said, "was the coming of Christianity. Bolshevism is Christianity’s illegitimate child. Both are inventions of Jews (Chao 7)."† Hitler wanted to extirpate the Catholic Church because he thought that Catholics and Jews were the source of every evil. Hitler wanted to create a national German Church that would be loyal to the Fà ¼hrer; the leader, Hitler himself. If this church had been created, then Hitler would have not had as much resistance and the ‘Final Solution’ might have been a greater possibility. In September 1943, just after a few days into the German occupation of Italy, Hitler wanted to have Friedrich Otto Wolff, supreme commander of the SS in Italy, to occupy the Vatican and take Pope Pius XII and the Curia to Liechtenstein (Cornwell 313-314). Hitler wanted to take Pius XII under his control. What was he thinking? Yes, it is true that the Christian and Jewish religions had been in conflict with each other numerous times in the past. From the being of Christianity, the Jewish Community has been under attack and always being persecuted. In the first few centuries, the Jewish people were used as the scapegoat for the Roman Empire and some people e...

mark twain essays

mark twain essays Charles Goodyear was born in New Haven, Connecticut on December 29, 1800 to Amasa and Cynthia Goodyear. Charless father was a hardware manufacture and a merchant. Amasa Goodyear built mainly farming tools like hayforks and scythes, which he invented. When Charles was a teenager he wanted to go into the ministry and become a pastor, but his father convinced him that he was a good business man and placed him in the hardware store of the Rogers brothers in Philadelphia at the age of seventeen. He worked there until he was twenty-one years old. At that time he returned to New Haven to join his fathers business, making farm tools. For five years he worked for his father, building up the family business. On August 24, 1824, while he was still working for his father he married Clarissa Beecher who also lived in New Haven, Connecticut. In 1826 Charles Goodyear decided to move to Philadelphia, Pennsylvania. There he opened a hardware store where he sold the products that his father made. Four years after opening this store both Amasa and Charles Goodyear were bankrupt because they would extend credit to customers and the customers would never pay back the money that they owed. Charless health started to decline and both father and son owed tens of thousands of dollars. For the next thirty years Charles Goodyear was thrown in prison over ten times because he didnt pay his debts. In 1834 when he was in New York, on a business trip, the Roxbury India Rubber Company caught his eye. He decided to go inside the store and take a look around. While he was in the store he saw an India rubber valve on one of the products in the store. He thought that a better valve on a product of his fathers might help them pay off some of their debt. He decided to make a better valve with Indian rubber. A few days later he showed it to the manager of the Roxbury India Rubber Company, who was very impressed with valve, but ...

Nursing Essentials Application of a Nursing Skill Essay

Nursing Essentials Application of a Nursing Skill - Essay Example Never for a moment should she let members of her staff forget that they are nursing human beings, not diseases. The patient is an individual, the member of a family and of the community. He may be intelligent or unintelligent, educated or uneducated, American or some other nationality, but he has feelings and emotions which influences his emotions which influences his attitudes and actions. Before working as a staff on a nursing care unit, the nurses generally completed their training in mentoring and nursing. Patients will be grateful to a thoughtful nurse who anticipates his personnel needs and remembers his individual preferences, nevertheless he should be given the opportunity to make further requests and to participate in the planning of his care if he is able and desires to do so. During convalescence or a long chronic illness, the patient needs something to occupy his mind, be its pleasant companions, reading, games handwork, or assisting with the work of the ward. He needs faith in his nurses, their knowledge and dependability of judgment. He needs the sense of security that comes from the feeling that are people are working together-doctor, nurses, maids, porters-and not at cross purposes. He needs the confidence which results from knowing that the entire nursing staff is interested in him, is sympatric and understanding, knows his needs, has plan for his care, and is doing everything in its power to help him regain and maintain his health. The patient who has required an injury or an illness which places permanent limitations on his activity or makes necessary a change in his pattern of living needs help in accepting the restrictions, help in marshalling his resources and finding was to live happily and usefully within the limits of its illness. The good nurse recognizes early any social and emotional factors which contribute to the patient's illness and its prolongation and which inhibit his peace of mind. Since man patients need more help than she is prepared to give, nurse refer them to another individual or agency for assistance when necessary. II. Identification of Skills The responsible for a nurse lies on promoting finest health and for preventing ill health. Nurses occupy a primary role in assessing nursing requirements, considering their medical, emotional and family circumstances, then plan and deliver care in hospitals, outpatient departments and in transit between hospitals. Typical work activities will vary according to the role, but they can include: The Nursing process is often Assessment Diagnosis Planning Implementation EvaluationThe nurse through her close contact with the patients learns of social problems which may need to be referred to a medial social worker. She also is in position to recognize when the services of a public health nurse would be advantageous and is responsible for supplying the agency with sufficient accurate information. Many patients will feel to receive the necessary home care and supervision unless the hospital staff nurse is alert to his needs and his ability to met hem without help. Teaching of the patient about his condition, his care and the ways of

Early Intervention to Prevent Divorce Essay Example | Topics and Well Written Essays - 500 words

Early Intervention to Prevent Divorce - Essay Example 277). It's vital that couples understand the impact of marriage on the community and children. The information made available in respect to communication, the help available, and society's expectations is of great importance. It is unfortunate that due to the complexity of the subject little success can be verified with educational programs including PREP (pp. 275, 277). Stanley's suggestion that delaying marriage through a deliberation period may be beneficial, but would not be practical on a mandated level. Beyond being unworkable, a delay has shown no positive effect (p. 273). Some couples will change their mind during this period, but that does not indicate that their marriage would have ended in failure. Our best approach to premarital education is to professionally counsel the couple with the intent of imparting the importance of the union and a method to signal for help in times of distress. This essay is an adequate summary of Stanley's article. The writer covers the main points of the paper and generally agrees with the author. The essay falls a little short on analysis of Stanley's data. Some of the statements in the essay are not supported, or at least not documented, in reference to Stanley's statements. However, it did call for an opinion so this may be a minor issue.