18 vs. 21 Drinking Age - 1389 Words

Why do people only want to change the drinking age from 21 to 18, when there are other activities that have limit of age such as marriage at 18, driving at 16 and 35 to be a president? Alcohol plays a major role in today society, which becomes a controversial issue among teens. Alcohol is a mind-altering chemical that is potentially more dangerous than any other drug and can be very destructive. For past few years, many people are trying to lower the drinking age without knowing the negative effects of alcohol and how lowering drinking age would harm our communities. Underage drinking is a serious problem for teenagers in the United States. In 1984 the National Minimum Drinking Age Act was passed by the federal government, which required†¦show more content†¦During adolescence there are a number of important changes taking place in our brain. It is possible that repeated excessive amount of alcohol alters the course of brain development in a way that might be hard to corre ct if the abuse persists throughout the adolescence period. In There s no benefit to lowering the drinking age, Robert Voas, senior research scientist has described that The 21 law is predicating on the fact that drinking is more dangerous for youth because theyre still developing mentally and physically, and they lack experience and are more likely to take risk. Voas states that teens are not mentally developed which indicates that their brains are not fully developed to take such decisions about drinking. Since, teen’s brains are not fully developed, so they are not aware of the risk they are taking and how dangerous it is. I agree with Robert Voas, â€Å"Theres no benefit to lowering the drinking age†, that we should not lower the drinking age to 18 because many teens’ brains are still developing at the age of 18. Also, throughout the way to 21 they are able to understand how to limit their drinking. From my experience, I have seen my friends drink and driv e and mentally not be able to make the right decisions while they are drunk so I would not want to lower the drinking age to 18. Therefore drinking at age of 18 could harm our brain in way thatShow MoreRelatedWhy Lower the Legal Drinking Age?801 Words   |  3 Pageslower the drinking age below 21 lose 10% of their annual federal highway appropriations (Haevens). This is the main reason the legal drinking age has not been lower below 21 years of age.a large number of the general population desires a lower drinking age. In the 25 years since the legal drinking age was set at 21, seven states have tried to lower it. (Wechsier ).It is unfair for the federal government to withhold money from states if they exercise their rights to set the legal drinking age to whatRead MoreThe Effects of Underage Drinking Essay853 Words   |  4 Pagesadults abuse the drinking age policy. It is put in effect for substantial reasons, which contribute in making the safest environment for all. Drinking underage is not only illegal, but also damages one’s health tremendously. Furthermore, drinking in large amounts is extremely dangerous and can cause detrimental things to occur. There have been numerous attempts to create a law to lower the drinking age, but none have gone through. In contrast to what some people may say, the drinkin g age should not beRead MoreEssay about Why the Drinking Age Should Be Lowered to 18872 Words   |  4 PagesLowering the drinking age to 18 would make a lot of sense in the world. Lowering the drinking age to 18 would make more sense. It would be better for the teens that drink on college campus. The drinking age should be lowered to 18 because you can vote at eighteen, buy tobacco, it’ll reduce the thrill of breaking the law, evidence supports that early introduction of drinking is the safest way to reduce juvenile alcohol abuse, and college people that are not 21 drink also. If teenagers that are nowRead MoreThe Minimum Drinking Age Act1692 Words   |  7 PagesMarch 2016 Twenty-One vs. Eighteen July 17, 1984. This day will forever be remembered as the day in history that president Ronald Reagan signed the National Minimum Drinking Age Act. This act stated that all states must raise their minimum drinking age to 21. Individuals under the age of 21 would now be prohibited from purchasing or being in public possession of any alcoholic beverage. Though not every state was keen on this idea, they all jumped to raise the minimum drinking age due to the governmentRead MoreBinge Drinking vs the Drinking Age Essays829 Words   |  4 PagesEnglish 101 March 13, 2013 Binge Drinking VS the Drinking Age Presidents of college campuses around the nation face issues of underage drinking and binge drinking on a regular basis and realizes that it is a danger and a problem. â€Å"Alcohol consumption is the third leading cause of death in the U.S., a major contributing factor to unintentional injuries, the leading cause of death for youths and young adults, and accounts for an estimated 75,000 or more deaths in the United States annually† (WechslerRead MoreQuicker Liquor Essay1506 Words   |  7 PagesShould We Lower the Drinking Age? | 18 vs. 21 | â€Å"Quicker Liquor† A Short Research Paper Should the legal drinking age be lowered? Those who supported the change for the 2009 re-authorization of the law (dubbed Pro 18), and those who wanted the law to remain at the current age of 21 (dubbed Pro 21), had three major categories to explore for this debate: safety, binge drinking and maturity. There is opposition and support on both sides of the issue including a coalition founded inRead MoreThe Legal Drinking Age Should Be Removed1735 Words   |  7 PagesThe legal drinking age should be removed because it teaches safe drinking, it removes the taboo around it, and history proves it does not work at 18. Conor Lewis 12-4-15 English 3rd Alcohol. The source of curiosity among young people everywhere. People everywhere, college students, and even some high school students enjoy it. There’s no doubt this nation enjoys alcohol but what about the people who can’t taste it yet? What about those who are considered adults in every way and permitted toRead MoreDrinking Age During The United States Of America1325 Words   |  6 PagesPatrick Murray Oakley, Sottile Senior Thesis 05/21/2016 Drinking age in the United States of America Remember being sixteen and the only thing we could possibly do with the rest of our lives was wait to turn eighteen? On our eighteenth birthday we found a renewed sense of the word maturity as we were now able to walk into gas stations or grocery stores to buy lottery tickets or a pack of cigarettes. At this point in our lives we were able to attain a full driver s license, noRead More Drinking Laws Essay2569 Words   |  11 Pagesthe United States. Many countries elsewhere throughout the world have lower drinking ages or no age limitation or prohibition at all on consumption of alcoholic beverages. Interestingly, these countries likewise have lower incidences of abuse, lower death rates in automobile accidents, and lower arrest rates for alcohol-related offenses than in the US. Both Canada and Mexico, as examples, have legal 18-year old drinking age laws, and have abuse indices well below those in the US. Likewise, the ItaliansRead MoreMaking The Law Fair While Saving Lives1740 Words   |  7 Pagesyouth under the age of 21 in the United States is in the form of binge drinking (McCardell). Lowering the drinking age is a big topic among younger adults and concerned college parents. Being 18 people serve in the military and they are known as adults. People 18-20 have to hide when they are drinking which makes them thrive to drink and party more but it s dangerous. This is called binge drinking which is landing them in the hospit al. Also, there are a lot of underage drinking that is going on

Drug Addiction Tearing Families Apart - 2986 Words

Jaclyn O’Grady Ms.Collins College English 12 (8) June 3, 2015 Drug Addiction: Tearing Families Apart The substance abuse of a parent has a lasting and apparent effect on all young children. There are a number of substances that can become a problem in people’s lives, including but not limited to; marijuana, alcohol, stimulants, depressants, narcotics, hallucinogens and inhalants. Drugs critically affect the individual taking them, but also affect the members of the household, especially children. Not only does the person’s addiction emotionally, mentally, and physically affect the individual lives of other members of the family, but it tears apart relationships between the families. Arguments, disagreements, violence, and stress can derive from the abuse of drugs because of the tension it puts on one’s other members of the family. It is possible for alcohol and drugs to be utilized medically or accepted in social situations. The use of drugs and alcohol is not necessarily considered addiction or abuse. Experimentation is trying alcohol or drugs out of curiosity or peer pressure. If you use drugs in this manner, experimentation may not become problematic for an individual. Social and recreational use of a drug happens mostly with alcohol and marijuana. Use is widely accepted, except for marijuana, which is illegal. Many people can manage drinking solely at social occasions which does not constitute substance abuse or addiction. Drinking or using drugs as a stress reliefShow MoreRelatedEffects Of Teen Drug Abuse. Many Teenagers Across The Country898 Words   |  4 Pages Effects Of Teen Drug Abuse Many teenagers across the country experiment with drugs. While most of them only do it once or twice, other teenagers or young adults create lifelong addictions. There are many reasons why people try drugs, leaving a deadly and devastating effect on anyone unlucky enough to be the person using or be close to the person using. Drugs can cause teens to begin abusing, create health problems, get people in serious trouble, or even lead to death. As teenagers grow older,Read MoreDrug Anonymous Meeting At The University Of Colorado Essay1681 Words   |  7 Pages In taking the course â€Å"Drugs in U.S. Society† at The University of Colorado – Boulder I was given the opportunity to further my understanding of the course by attending a Narcotics Anonymous meeting in Boulder, CO. On Friday, December 2nd at around noon I attended a Narcotics Anonymous meeting at St. Andrew’s Church in Boulder, CO. I was able to connect my knowledge about addiction, narcotics, and normalization of recreational drug use to the contents of the meeting. Ultimately, my observations inRead MoreNeonatal Abstinence Syndrome ( Nas ) Is The Dependency That An Infant Essay1427 Words   |  6 Pagespredetermined drug addiction. There is nothing this child can do for itself. They were not given a choice in the matter and they can do nothing about it, many not having a strong support system from their parents while they do so. Although t here are methods to treat Neonatal Abstinence Syndrome, the effects are horrible and long lasting. Many children this year will be born with a drug or alcohol dependency and many others will die due to this. With this in mind, it is far easier on the family as wellRead More Television Addiction Essay1004 Words   |  5 Pagesor are they trapped by the clutches of perpetual, mind- numbing entertainment. nbsp;nbsp;nbsp;nbsp;nbsp;Addiction is a strong word. It is now even considered a disease. It conjures up images of a ruthless person, willing to kill for his next fix, or the angry drunk, tearing apart his family with his problem. Millions of Americans struggle with these and different types of addiction each day, and are helpless to the type of escape from reality they chose. Certainly, something as innocent atRead MoreTelevision Series Named Breaking Bad Essay1280 Words   |  6 Pagesown against aggressive and psychologically unstable drug dealers, and he only grows stronger as the series advances. Walter White’s long dormant pride and ego start to awaken as the series deepens. The more he taps into his alter ego, the more he shows his true colors. Therefore, throughout the show, it is evident that he is imploring his natural instincts. It comes so naturally for him to transform from a genuine family man to a kingpin of the drug trade. There is no hesitation on his part si nce heRead MoreEssay on Defining Moments939 Words   |  4 Pagesof the house nearly by dawn and only to return by nightfall, she was ignored and turned away by her mother. All throughout her childhood, and most of her young adult life until she ran away, my mother was pushed onto other family members. When my grandmother ran out of family members, she would leave my mom with foster parents for months of a time. She wasn’t a bad kid; she didn’t misbehave. She just wanted someone to want her around, someone to love her. Regrettably, the reason my grandmother wentRead MoreThe Effects of Cocaine on the Brain2150 Words   |  9 PagesCocaine Addiction Tonya Hall Research Writing/COM 220 May 16, 2010 Felecia Squires Read MoreAmerica Is The Land Of The Free2667 Words   |  11 Pageswar. We have been fighting drug abuse for almost a century. In 1972 president Nixon declared a war on drugs. Unfortunately, we are not winning this war. Drug users are still filling up our jails and prisons, now more than ever. The drug war causes violent crime and criminal activity due to prohibition, not the drugs themselves. Children in all of this are left neglected or without parents. The only beneficiaries of this war are organized crime members and drug dealers. The United States hasRead MoreDrug Use Among Young People Essay1789 Words   |  8 PagesDrug consumption is a wide spread problem throughout young people in the UK today. Drugs can affect young people’s life in many different ways however, young people are addicted with it so much that it is hard for them to withdraw from it. They do not like to withdraw the usage of drugs because it calms them or makes them energetic. There are th ree types of drugs with each of its own attraction for young people. More young men than young woman reported using drugs. About 48 per cent of young peopleRead MorePainkillers: a Growing Epidemic2089 Words   |  9 Pagesweeks ago. My grandmother would never abuse drugs, so why was the bottle empty already? I asked her about the medication and she told me that she was taking up to eight pills a day. She had misinterpreted the instructions and was taking twice the maximum allowed per day and had become dependent on the drugs unknowingly. The abuse of painkillers is becoming an all too familiar problem throughout the country, and the results are tearing people apart. The abuse does not discriminate. People from

Marketing Mix on Consumer Decision Making †MyAssignmenthelp.com

Question: Discuss about the Marketing Mix on Consumer Decision Making. Answer: Introduction: As a part of the course I have learnt the points such as marketing mix, SWOT, positioning and targeting mix. These are points are helpful to me in future for decision making. From the concept of Marketing Mix I have learnt that it is a variety of different factors which influence decision of customers to purchase a product or service. It can also be helpful to me in producing desirable behaviour from the target customers (Aras, Syam, Jasruddin, Akib Haris, 2017). In future it is going to help me to understand product and service offerings and the best way to plan for the successful launch of products and marketing strategy. SWOT helped me to learn that reviewing strength and weakness of companies create base for improvement. The weaknesses are easy to identify than to prioritize. It has also helped me to identify and categorise internal factors i.e. strength and weakness and external factors i.e. opportunities and threats which are faced by an organisation (Bull, et. al. 2016). Positioning is helpful in creating something that has not created already by someone. It focuses on being first in the category of products which will help in positioning in the mind of customers. A specific group of people can be targeted by email marketing and list managing services. The specification of such products helps in positioning. The Targeting market has helped me to identify the people who really need or want. It also helps to efficiently use resources to attract potential customers. It is supportive in knowing features and benefits derived from it. It tells how benefits help the users. It can be helpful to me in knowing attitude, value and lifestyle of targeted customers. References Bull, J. W., Jobstvogt, N., Bhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., ... Carter-Silk, E. (2016). Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services framework.Ecosystem services,17, 99-111. Aras, M., Syam, H., Jasruddin, J., Akib, H., Haris, H. (2017, July). The Effect of Service Marketing Mix on Consumer Decision Making. InInternational Conference on Education, Science, Art and Technology(pp. 108-112).

Twelfth Night Report Essay Example For Students

Twelfth Night Report Essay Malvolio is Olivias head servant, and is incharge of all the other servants. He is quite old a wears dark clothing. He wants to marry olivia, is very serious and never ever smiles. He dislikes Sir Toby and Sir Andrew because they do not treat olivias home with any respect. He often imagines what it would be like to be above of them as at the moment he cannot say anything to them as they are more important than him. He gets angered that he is benief them and often takes it out on Maria who is a servant. We will write a custom essay on Twelfth Night Report specifically for you for only $16.38 $13.9/page Order now When he spots the letter; upposedly from Olivia he becomes overjoyed. In act 2 scene 5 Malvolio should be dressed in dark clothing such as grey or black. He is skinny, has grey hair and a long grey biered. The setting should be in a small garden backing into Olivias house. There should also be a large box tree in the middle, as this is where Sir Andrew, Sir Toby and Fabian will be hiding. Malvolio should enter the scene day dreaming Acting into his own shadow Says Maria. To be Count Malvolio. Malvolio should say this loudly and proudly. The audience will be surprised at the entence as he is just a servant, now he is imaging himself as Count Malvolio. They will also be amused by the reaction of Sir Toby and Sir Andrew saying Ah, rouge! And pistol him, pistol him. This will further add to the sense that Malvolio is in a dream as there is no way he would say this normally. Speaking out loudly, imagining what it would be like to marry Olivia having been three months married to her And I have left Olivia sleeping Are just two quotations that sum up Malvolios mood. Malvolio should act like he is in a dream, imaging what it ould be like to be with Olivia, quietly saying the words. The audience will feel that Malvolio is acting ridiculously and share Sir Tobys sense of disgust that someone like Malvolio would sleep with or marry his beautiful niece Olivia. Malvolio wants to marry Olivia, but to boss Sir Toby and Sir Andrew around as much as he would like to be with her Toby, approaches me, curtsies there to be. Malvolio is imagining what it would be like to be above Sir Toby and boss him around, those words should be spoken sharply and quite loudly. Malvolio should pause nd smile after he says Approaches and while he says Curtsy Malvolio should also curtsy as he has done so many times in-front of Sir Toby but in his mind it is now the other way around and Sir Toby is now cursing to him. Malvolio also shouts out loudly You must amend your drunkenness from being a servant, he is now telling Sir Toby to stop drinking. When Malvolio finds the letter he is at first confused, it has no name on it, but it has Olivias seal on it. Convinced that the letter is for him, even without his name on the front he proceeds to open it. At first he is unable to understand the meaning of it. When Malvolio reads the letter he comes across cryptic clue M. O. A. I. This confuses Malvolio, but he is determined to work it out, Why M, that begins my name When Malvolio realises this he should act excitedly and speak the words quickly. The audience will fell that Malvolio is desperate to make the puzzle fit, and when he realises that M is the first letter of his name it looks like he is stupid and desperate as M could stand for anything, therefore fulfilling the objectives of Maria nd Sir Toby, Sir Andrew and Fabian to make Malvolio look the fool. .uea9e9800500169ab909a93ca55a8bcb9 , .uea9e9800500169ab909a93ca55a8bcb9 .postImageUrl , .uea9e9800500169ab909a93ca55a8bcb9 .centered-text-area { min-height: 80px; position: relative; } .uea9e9800500169ab909a93ca55a8bcb9 , .uea9e9800500169ab909a93ca55a8bcb9:hover , .uea9e9800500169ab909a93ca55a8bcb9:visited , .uea9e9800500169ab909a93ca55a8bcb9:active { border:0!important; } .uea9e9800500169ab909a93ca55a8bcb9 .clearfix:after { content: ""; display: table; clear: both; } .uea9e9800500169ab909a93ca55a8bcb9 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uea9e9800500169ab909a93ca55a8bcb9:active , .uea9e9800500169ab909a93ca55a8bcb9:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uea9e9800500169ab909a93ca55a8bcb9 .centered-text-area { width: 100%; position: relative ; } .uea9e9800500169ab909a93ca55a8bcb9 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uea9e9800500169ab909a93ca55a8bcb9 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uea9e9800500169ab909a93ca55a8bcb9 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uea9e9800500169ab909a93ca55a8bcb9:hover .ctaButton { background-color: #34495E!important; } .uea9e9800500169ab909a93ca55a8bcb9 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uea9e9800500169ab909a93ca55a8bcb9 .uea9e9800500169ab909a93ca55a8bcb9-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uea9e9800500169ab909a93ca55a8bcb9:after { content: ""; display: block; clear: both; } READ: Consider the Two night scenes Julius Caesar (1.3, 2.1) EssayMalvolio then trys to figure out the next set of letters, he realises that if he rearranges them, they are all letters that are in his name. He now sure that the letter is meant for him. After reading further through the letter Malvolio becomes more and more exited. If this fall into thy hand, revolve Malvolio is puzzled at this sentence, but is in such a dream that he does turn around, thus making him look the fool once again. Malvolio discovers that Olivia supposedly likes yellow stockings and cross artering, but it is a colour and a fashion she detests. Malvolio is in such a fantasy that when he comes across part of the letter which reads Therefore in my presents still smile He completely forgets that he has never smiled before. How could Olivia like his smiling if she has never seen him smiling before. After completing the letter he is overjoyed with happiness, his dream has come reality I do not now fool myself, to let my imaginations jade me. Malvolio should say this very excitedly as he now believes that his dream has come true. The audience, knowing that the letter is a trick, find the fact that Malvolio is so happy that Olivia likes him, quite amusing. In his final paragraph, full of happiness he boasts loudly My lady loves me. During the scene Malvolios mood changes dramatically. At the beginning of the scene he is in a daydream, then when he discovers the letter he becomes confused at the meaning of the letter, when he thinks he realises the meaning, and that it is a love letter from Olivia he becomes overjoyed with happiness and this mood continues to the end of the scene.

Advanced research methods - Smart Custom Writing Samples

Advanced research methods - Smart Custom Writing Functions of fleet managementThe function of fleet management is to enable organizations which depend on transportation in their operations to discard or reduce perils associated with motor investment, improving competency, productivity and minimize the long run expenses, and offering policies which are 100% government friendly among others (Crainic, p 10). Fleet management involves vehicles such as Lorries, tractors, cars, containers among others. It comes with a wide range of functions which includes maintenance, tracking and health management. A system of tracking, GPS (global positioning system), can be used to perform all these functions (Broida, p11). A recent study indicates that, commercially, the numbers of fleet units which are in offing in Europe are over one million (Crainic, p 12). This article attempts to define the possible on-going functions in fleet management. It will highlight the differences between the initial activities from on going functions in fleet managemen t. Finally, it will explain why the ongoing functions are needed (Crainic, p 13). The major function of fleet management it motor tracking system. Basically, this system uses global positioning system (Broida, p11). This particular system is so efficient that it can track a car in any place in different languages. This is one of the on going functions. Initially this was difficult because the GPS facility was not in the offing (Broida, p11). Another ongoing function is getting information by linking the motor with the global positioning system to get information for the user. When this is done, it assists in getting rate of fuel consumption and readings on the mileage. Initially, this was only possible physically and not through the computer (Dolce, p32). Fleet management has played a big role in getting information how the drivers are carrying themselves around. This has been made possible by integrating information from the tracking device and the computer. This is yet another on-going function by fleet management which initially was not possible (Dolce, p35). Another important function is the security. The security covers the car while at rest or while moving and it carefully disconnects the car while on the move. Through this, the fleet management has made it possible to recover any stolen car. The security is yet another development which was not there initially. This service is needed because it helps in reducing losses as far as the number of vehicles stolen is concerned (Broida, p23). Ship management is control of the ship while in water. This basically is done so as the fleet management can provide competent staff, offer maintenance and manage the daily operations. By doing this, the owner is given an opportunity to go book cargo. Initially, the whole responsibility was left in the hands of the owner. This type of arrangement is needed so as to ensure quality services are offered by the ships (Broida, p25). The device that disconnects vehicles using a remote is yet another function of fleet management. This facility does not allow the engine to work and therefore the car does not move (Crainic, p 22). The system is even able to alert the one driving the car that the disconnection is almost happening. The same system of disconnecting remote can be merged with danger remote so that in case of an urgent thing the driver can easily communicate thus the situation is addressed immediately (Crainic, p 22). Initially the remote had only the key responsibility of disconnecting the engine but it has been discovered it can be used to alert I case of emergency. This is needed because it can be used to reduce accidents on the road and in water (Crainic, p 23). In conclusion, fleet management has experienced what can be said to be a milestone if compared with its functions initially. The advancement of technology has made it possible for global positioning system to be discovered. This has seen the fleet management grow. Works cited: Crainic, T.G., Crainic, G. Fleet management and logistics New York: Springer, 1998 2-56 Dolce, J. Fleet management New York: McGraw-Hill, 1984 3-46 Broida, R. How to do everything with your GPS New York: McGraw-Hill Professional, 2003 4-78

Marcus Mosiah Garvey, Jr. - Era of Inspiration essays

Marcus Mosiah Garvey, Jr. - Era of Inspiration essays Marcus Mosiah Garvey, Jr. - Era of Inspiration A man with a purpose that led him to seek, implement, and test his knowledge was born on August 17, 1887 in St. Ann's Bay, Jamaica. He was the eleventh child of Sarah and Marcus Garvey. His name, Marcus Mosiah Garvey, Jr.(Lawler 15) Mr. Garvey was compelled to uplift his people and instill in them that they are equal. We want and shall have all of the same rights as other humans. Mr. Garvey was responsible for a movement that made African Americans worldwide hunger to hear his words and hunger for freedom and equality. At the tender age of eleven Marcus was given his first introduction to racism. He realized that he would be treated differently because of the color of his skin. This upset him and was the beginning of his quest to answer one important question "Why can't I be treated equally?" From 1906-1914 Garvey traveled and maintained a variety of jobs always faced with the same despair. You are not equal therefore you will not be treated or paid fairly. After must disgust and let downs Marcus Garvey returned to his home to Jamaica. In 1910 he began his journalist exposure by starting the newspaper "The Watchman."(UNIA-ACL) He put several other papers in place but the most successful one was the weekly, "Negro World" that ran from 1918-1933 in Harlem. In 1914 the Universal Negro Improvement Association was formed in Jamaica with Marcus Garvey as the leader. He had seen and witnessed the oppression felt by his people worldwide and decided that he would do something about it. The goals of the UNIA were to: " Promote the spirit of race pride and love; " Administer to and assist the needy " Establish universities, colleges, and secondary schools for the further education and culture of the boys and girls of the race " Conduct a worldwide commercial and industrial intercourse The UNIA was originally located at 30 Charl ...

Housing for Aboriginal Australia Essay Example | Topics and Well Written Essays - 1500 words

Housing for Aboriginal Australia - Essay Example Indigenous architecture necessarily identifies with the otherwise inexplicable participatory and consultative design methodologies (Memmott, 2008). Such methodologies or techniques are presumed to be not-so-well calculated or inarticulate though. Australian aboriginals have been known for their indefatigable behavioral tendencies in relation to habitat building efforts (Glascott, 1985). Despite their indigenous qualitative outcomes, a series of deficiencies too has been noted by analysts. The following dimensional analysis of the Australian aboriginals' abode building experience illustrates the whole process of community house building efforts of an indigenous community and their related outcomes (Vulker, 1990). The impact of indigenous culture on the design and construction processes of abodes or dwellings has received much wider attention, especially with emphasis on indigenous people's gregarious behavioral tendency. The community feeling or congregational behavior in indigenous communities such as aboriginals has been investigated with reference to many other aspects though it has very little been studied with reference to their effort to build structures for living (Trewin and ABS, 2006). Indigenous culture of Australian aboriginals has been necessarily associated with their community living experience that presupposes societal interaction at each and every level of social transformation. For instance the aboriginal houses built at Broken Hills in Mutawintji have communal living rooms, bigger cooking areas for preparation of hunted animals, dormitory-like bedrooms and huge compounds (www.heritage.nsw.gov.au, see Appendix).For instance despite the larger impact of migration on these cul tures, still these indigenous populations have managed to remain relatively uninfluenced by exogenous forces of change. However the dichotomy between the traditional culture and the contemporary culture being absorbed by them cannot be emphasized too much. Under exceptional circumstances this dichotomy can be taken to identify a clash of sorts, viz. the contemporary culture might seek to influence the traditional culture to such an extent that societal transformation of the indigenous populations would acquire a heterogeneous element of identity (Flood, 2007). Thus Australian aboriginals have recognized the all too important dichotomy to be a phase just preceding the fluid situation (Burke, 2004). In fact Australian aboriginals have seen how their own culture in housing design and construction has been influenced by the contemporary culture of the heterogeneous diversity. This is an inevitable influence on structure, design and materials. (2). Indigenous design dimensionIndigenous populations like the Australian aboriginals have particularly been able to develop their own design parameters and above all the participatory and consultative paradigms that have been essentially associated with such design processes occupy a still more significant place. Australian aboriginals have been noted for their exotic structural design perspectives in housing (Read, 2000). While autochthonous design traits persist to a greater extent there are also some exogenous characteristics that permeate through the design and construction process. For instance desp

Describe and evaluate their overall training and development Assignment

Describe and evaluate their overall training and development initiatives of a locally or internationally renowned organization - Assignment Example Hong Kong Disneyland maintains development of tourism, and establishes new destinations to maintain future sustainability. Through advertising, it has gathered enough funds to add phase II (Chun-on, 2006). Hong Kong Disneyland offers training programs that are unique to its cast members. Instructors, professional teams, and operations coordinate them. Through Disney University, employees are able to access training for an average of 35 hours in one year. Disney University offers classes such as Disney traditions training, effective workplace communications, Disney style of giving and receiving feedback, good shows begins with me programs and influencing members as a role model. All managers are trained on coaching for win-win outcome, problem solving &decision-making skills, time management and attend seminars and conferences hosted by guest speakers. Disney University is equipped with books and Disney feature films based on career development. There are approximately 1000 collections of reading materials available at the pace of the reader (Chun-on, 2006). There are also emerging leaders program aimed at developing leadership roles in the future at the resort. This six months program helps cast members to be competitive in the future. In this program, all cast members work in groups with the help of a guest service manager. Hong Kong Disneyland is committed to training its employees and developing them. The training is concentrated on services for the guests (Chun-on, 2006). Quality staff training displays proper image of the company to the business. Good training of employees increases productivity, performance, and large profits. Traditional teaching methods include classroom teaching, courses offered in every subject. Hong Kong Disneyland has recently made use of HR program as it is contributing much success to the company. Human resource department hires employees,

The Concept of National Security in Understanding Contemporary Term Paper

The Concept of National Security in Understanding Contemporary Conflicts - Term Paper Example The first step would be to discard the notion related to the nature of the future wars and international conflicts which are in real sense unrealistic. This kind of future has been believed to have gained some significant acceptance in the past. The quick and easy victory of the US Marine over Iraq in the 1990's gulf war, for instance, is seen to have to lead to military affairs revolution as a result of the competitive advantage to the US if these advancements are something to go by. There has been a general belief that there is no likely hood of having a major rival competitor of the United States military warfare in the near future. This has resulted in several other countries having the promise of cheap and fast victory as far as military concepts are concerned. This notion subsequently has led to a reduction of the dependency of the military might that has led further to the transformation of the department of defense. These transformations of the defense department need consideration of the military's experience in past conflicts. In the case of the States, its military experience has been characterized by protracted by the counterinsurgency which is coupled with the countries building. The efforts would call for further reforms in the sector of security of the countries citizens, economic development as well as reconstruction and creation of government capacity building which goes hand in hand with the rule of law creation. Regarding the experiences gained, one needs to have enough experience as well as awareness for the need of abandoning the transformation of the department of defense orthodoxy and subsequently go for the most essential changes which are required in the development and restructuring of the defense to enable sufficient defense for the entire country (McMaster, 2009).     Ã‚   The military's development and advancement would be achieved through the approach employed by the authorities in employing the forces to protect the nation's interests. Prior to any major attack, the defense has been put under much scrutiny regarding their abilities to handle the conflict or the contemporary issue.

Effect of the Internet on Business Development

Effect of the Internet on Business Development The internet is a network of computers who can share data and communicate between them. Its reach is almost every place in this world (see table 1). Any other technology has never changed a business as fast as internet has done. There are many stories of how a business been transformed on internet. EBay, the biggest e-shop was created by his founder to trade niche goods but now, one can buy or sell almost everything in this world to virtually everywhere. You can transform your business if you are nicely connected to your customers, suppliers and other trade partners. Internet is the best possible connector in a business who is at your service for virtually nothing. There is whole world at your disposal and you dont need to open a shop everywhere. Only thing you need is internet connection with some computer system. If you are able to offer a better deal you are in business otherwise, irrespective of how big or small you are, you are going to run out of business. The impact of interne t includes: Less importance of economies of scale. Fewer barriers to internationalization. Lower marketing communication costs. Greater price standardization. Less information floating time. Easy and fast communication between buyer and sellers. Changes in intermediary relationships. The internet lowers transaction costs in three ways: Search costs: The amount of information available to the buyer and the seller can be increased with the help of internet and that can be accessed conveniently and timely. Contracting costs: The internet helps to establish better communication and monitor the performance of partners in business relationship. It is easier to negotiate and compare prices via internet. Co-ordination costs: The cost of sharing information is reduced due to internet and is helpful in integrating business operations. What is e-business? (Kotler and Keller, 2009) e-business describes the use of electronic means and platform to conduct a companys business. E-business is short form of electronic business, where internet and related technology is used for normal business operations. Here internet is used to increase productivity, reduce costs and thus to increase turnover. The effect of Internet on business Internet has changed the business immensely. It has made the world come closer and trade economically and efficiently. It has created a virtual market where everything is available, not physically but virtually. The greatest effect internet has done on business is that it made trade price sensitive and more logical. A customer now is able to do the research work or comparisons before buying a product or services. Not only customer but it has benefited firm as well. Now firm is able to reach distant customer easily and cheaply. They can create awareness about their product and can interact directly with customer to know their preference, problem and potential solution. There is lot more to come and has impact on almost every sector of business. In further chapters we will discuss about these impacts in detail. Dissertation Objective The objective of writing this dissertation is as follows: To analyse the role of internet in development of business. To highlight the way a firm can effectively use internet technology to gain competitive advantage over their competitors. Project Structure This dissertation is divided in seven chapters with each chapter dealing with a specific topic dealing how internet helps in developing a business. First chapter Introduction contains the basic detail about the internet and their business application. Chapter 2 with heading literature review discusses about the internet and its impact on international marketing, the internet and the e-value chain and international marketing strategy and e-business. Here, the things discussed are the essence of the academic work of known writers. Chapter three discusses about the virtual market (market space) and their different aspects (like how this market can be exploited, what the possible pitfall are and where opportunities lies). Chapter four is about marketing on internet. Here some of the important discussions are on interactive marketing, push marketing and advertising via internet. There is also discussion about global business strategy and driver that need to be adopted for international ma rketing via internet. In chapter five, the academic analysis of internet as a tool for development of business is done. Here porters generic competitive advantage model, Rayport and Sviokla model of marketspace and Dutta and Segevs market space model has been discussed in brief. Further a SWOT analysis of inter is done with some suggestions. In chapter sis a very brief case study of eBay is done. Chapter seven is about the managerial implication of the changing scenario due to internet and in marketplace. Literature Review The Internet and its impact on International Marketing The Internet (Fletcher et al, 2005) The internet is a global network of interlinked computers operating on a standard protocol that allows information exchange. (Carolyn Siegel, 2004) It is the worlds largest network of interconnected distributed computer networks. Thus we can infer that any system which is able to share information to other system through a globally accepted protocol is part of internet and this whole interconnection may be called as internet. Internet commerce (Kotler and Keller, 2009) e-commerce means that the company or site offers to transact or facilitate the selling of products and services online. The internet user in the world is growing fast and so is the market scope for the marketers. According to Internet World Stat, 23.8% of total world population are active internet user. Thus, a vast population of more than 1.5 billion is ready to buy and sell on internet given a better deal. It can be only imagined the vastness and growth of market that within 8 year (2000 à ¢Ã¢â€š ¬Ã¢â‚¬Å" 2008) the world internet users grew by 342% and out of those users, 85% have purchased something on internet (Source, Nielsen, Feb 2008). The Internet and International Marketing (Carolyn Siegel, 2004) Marketing is a collection of activities that bring buyers and sellers together to make exchanges that satisfy and give value to all parties. (Carolyn Siegel, 2004) Internet marketing or e-marketing (electronic marketing) is marketing on internet with the help of emails, World Wide Web or other means. It also includes production and selling of internet related products. According to Fletcher in 2005, the introduction of electronic business has changed the fundamental principles of international marketing. He pointed out certain things that internet has changed are: Size of firm is no longer a barrier to internationalization. No need of overseas intermediaries as it became easier to locate customer and deal directly with them. No longer is traditional way of internationalization (moving from familiar to less familiar country) applicable as information became easily available and the communication medium is interactive. The internet (as a low cost medium) allows small and medium firms to become global marketer at their early stage. This is due to the fact that internet can help establishing better communication among overseas customers, suppliers, agents and distributors. We will discuss more about drivers of internet business model, impact of internet on international marketing in chapter 5. Characteristics According to Richard Fletcher et al, 2005, the internet is both communication and a marketing intelligence tool. As a communication tool it helps to build and maintain effective communication with overseas suppliers, distributors and customers. The internet has good information processing capability which acts as link between firm and external environment (discussed later). This ability of internet used as marketing intelligence tool. The internet is used as marketing channel and has following characteristics: Ability to store vast amount of data (information) inexpensively at virtually different location. Interactivity and ability to provide information on demand. Relatively low entry and establishment costs for sellers. Serve as distribution medium for goods like software, e-books etc. Powerful and cheap tool for searching, organizing and processing information. The ability to provide better insight of a product than that of other form of printed catalogue. The Internet and the e-value chain Netchising or Virtual value chain According to Beck and Morrison (2000), the physical value chain activity while globalization has not seen good results. This is due to the fact that a firm uses their resources in overseas activity at the expense of opportunities of domestic market. Not only that, there are other problem faced by an organisation like coordination of physical operations across the globe, the cultural differences, the cost of expatriates and vulnerability to environmental risk that can damage reputation of the firm. Most of these problems can be effectively solved by netchising, a term coined by Beck and Morrison (2000). Netchising is the practice of handing over overseas operations to partners (generally overseas) by outsourcing, subcontracting or franchising. Netchising has following advantages: Efficiency: generally overseas partners are more efficient and are specialized in carrying out the outsourced activities than the outsourcing firm. Convenience: exchange of information becomes easy. Now, orders can be directly placed to the firm without any local agent and a firm can also share information to the customers directly. Reduction in Transaction cost: It reduces the cost of carrying business operations which ultimately benefit the profitability of firm. International value chain According to Plumley (2000), international e-business value chain is the combination of e-commerce platform and secure transaction support (see figure 2.1). The e-commerce platform builds on the countries business rules and language where as secure transaction support builds on currency clearing and legal requirement. According to Gartner Group, internet affects the supply chain (see figure 2.2). It shows that a customer can buy and pay for the product or services easily and at the same time a supplier can also communicate directly with customer and with their own other internal departments. International information chain According to Karmarkar (2000), internet value chain is closely linked with international information chain. The language and cultural differences is the main hurdle in the path of globalization of a firm. When a firm deals with information product (like music, e-books or software) then it becomes easier to go global. In certain cases when product or services are not much attached to language or cultural factors (for ex. Technical publishing and industrial services), then also it is easy to become global. In production of information product and services low labour cost is the key as relative cost of hardware and software has come down. Now, firms look for low cost labour market (like India, China) to develop information products. Outsourcing of information services (customer care service such as call centres) and software development cell are some examples. Thus we can say that in information value chain, the physical infrastructure doesnt play a vital role. International Marketing Strategy and e-business Internet issue and foreign market entry According to Oxley and Yeung (2000), the e-commerce readiness of a market is determined by three factors: The rule of law: A customer is not able to see the original product while purchasing online. Therefore, they need to be assured that if they purchase a product or service online; they will get them as they were told or shown online in given time limit. According to survey by e-consultancy in 2008, 84% buyers look for the sign that a website is secure before making a purchase. Thus, a market (country) must be able to provide an environment where property rights are well defines, courts are efficient in resolving disputes and consumer credits and consumer protection regulations are well established and enforced (i.e. strong tradition of the rule of law). The transactional integrity of online business: It is difficult to track a e-business trader by their e-mail address or website. Also, the entry and exit barrier in e-business is low and this is used as a weapon by dishonest e-traders. They can execute fraud and again be able to do it with a new name (as they can entre again in market with new identity). When dispute arises, it is hard to practise legal action in a different country and can be costly. The availability of infrastructure: migration from traditional market to online market is not possible until customers have access to personal computer and internet connection at reasonable price. Apart from these facilities, they do have the facility of credit card or online payment system. Thus, internet related infrastructure and financial infrastructure are essential Electronic Marketplace Internet a virtual market According to Garrison, (1996), the internet acts as a catalyst for sociological change. It has changed the nature of market, the way of business operation and the mode of communication with customers and other business partners. It has created a market space which has affected the traditional marketplace and consumer preferences by providing greater facilities to them. Internet has become the largest market available to mankind where almost everything is been sell or bought. This market space doesnt exist in physical terms but can get everything available in physical market. Physical vs. Virtual Value Chain Value chain is nothing but a set of value adding activity for the product or services. Rayport and Sviokla, 1996, argued about a new value chain termed as virtual value chain where product or services exist as a piece of information and can be delivered through information based channel of communication. This virtual value chain is different from physical or traditional value chain where one can see or touch products. He said the virtual world as market space while the physical world as marketplace. According to Fletchar et al 2005, the virtual value chain is a realm where products and services exist as digital information delivered through information based channel. He also differentiates virtual value chain and physical value chain on the basis of information used. The virtual value system uses information as the source of value while in physical value chain it is used as a supporting element of value adding process. Thus we can say that now a day a firm has to compete in two busin ess environment, one is traditional and other is virtual business environment. The distinction between the two can be understood by this example. when consumers use answering machines to leave a message, they are using an object that is both made and sold in the physical world, however when they buy electronic answering services from the phone company they are using the market space à ¢Ã¢â€š ¬Ã¢â‚¬  a virtual realm where products and services are digital information and are delivered through information-based channels. (Rayport and Sviokla, 1996) Figure 2: The Virtual Value Chain in relation to The Physical Value Chain (source: Hollensen, 2001). Adoption of Value Adding Activities: Company adopts value adding information activities in the following three stages: Visibility: Here large scale information systems are used to coordinate activities in the physical value chain. Mirroring Capability: It is the capability of substituting physical activities with virtual and thus creating a parallel virtual value chain in the marketspace (see figure 2). New Customer Relationship: This is the flow of information to customer to deliver value in new ways. This parallel physical and virtual value chain operation allow firms to deliver value to their customer in both marketspace and marketplace. These operations create marketspace based relationship with customers. The virtual value chain consists of five steps, say, gathering, organising, selecting, synthesizing and distributing information. These value adding activity allow company to identify customers desires more effectively and fulfil them more efficiently. This happens, for example, when a car manufacturer shifts its RD from the physical to the virtual value chain. By doing so, they involve customers of different locations in the new product development process. The physical value chain is linear (a sequence of activities with defined input and outputs), whereas the virtual value chain is non-linear (a matrix of potential inputs and outputs that can be accessed and distribute by a wide variety of channels). Relationship marketing It is a way of marketing where marketers or firm try to attract, maintain and enhance relationship with customers and other business partners. Internet (or website) acts as the best medium to communicate with people related to business. Firms now focus on relationship marketing to gather information from customers, to develop customized product or services for a focussed customer group. The internet helps firms to improve relationship with their customers and suppliers; and help them to work effectively. Now a firm doesnt need a middleman or a agent as they can sell directly to the customer via internet. Thus the distance with customer is decreasing and a firm need a smaller supply chain which can increase their profitability. The lesser distance also allows firms to establish a close relationship with customer and provide those customized products or services as per their need. The firms (like eBay, Google etc) involved in innovative business have always realized the power of customer relationship. They bank on the ability to process large relationship database. With the help of this relationship database they formulate their strategy and develop innovative way of marketing. The relationship marketing not only benefit the firm but also the customers. The customers are benefitted because firm can develop customized and focussed marketing message. Mattsson, (1996), has described a relationship as combination of three main components, which affect the parties involved in a business. Those components are legal(L), behavioural(P), and atmospheric (E). These three factor determines the success and failure of a relationship marketing in a particular market. Thus it is possible to have a successful buyer-seller relationship in domestic market totally failure in overseas market. Finally we can say that relationship marketing includes the management of a firm and thus it must be included in the business plan Marketing on the Internet Internet and Global Business Strategy (Kotler and Keller, 2006) e-marketing describes company offers to inform buyers, communicate, promote and sell its products and services over the internet. Drivers of Internet Adoption in International Marketing Once a firm establishes an internet portal (website), they automatically become a MNC (Multi National Company). Quelch and Kelvin (1996) describe two evolutionary paths of a website: Information to Transaction Model (figure 4.1) adopted by existing MNCs where they offer information to address the needs of existing customers. Transaction to Information Model (figure 4.2) adopted by internet start-up companies where they begin with transaction and use the medium to build brand image and secure repeat orders. The basic purpose of these models is either to reduce cost or to increase revenue. According to Quelch and Kelvin (1996), these drivers fall into four quadrant as given in figure 4.3. Internal customers focus/ cost reduction (quadrant 1): This is applicable to the companies who use website as a tool to communicate with their customers. Their main focus is to provide customer services for domestic market. They just happen to attract international traffic. Internal customer focus/ revenue generation (quadrant 2): This is applicable to the companies who use website not only to communicate with their domestic customers but also offer transactions online. This enables a firm to reach those international customers who might be inaccessible via other media. External customer focus/ cost reduction (quadrant 2): This is applicable to the companies whose main aim is to attract international audience through their website. This happens to benefit all customers because of the international scope of operations. External customer focus/ revenue generation (quadrant 3): This is applicable to the firms who not only focus on attracting international audience but also offer transactions worldwide. Here transaction involves connecting buyers and sellers. Company target providing services to existing customers and attract new customers from global market. Impact of Internet on International Marketing Variables The modification in marketing mix variables is necessary while using internet for international marketing. The impacts of internet on application of marketing mix while going to international market are as follows: Pricing: Due to internet customers are more aware of prices in different countries and thus there is increase in price standardization across borders and price differential become narrow. One advantage of this is that price can be customized easily with customers need and their profile (segment). Distribution Channels: Internet has dramatically reduced the number of intermediaries earlier needed for worldwide distribution channels. As now, less capital is needed for inventory and thus the role of intermediaries has been changed. The new roles of intermediaries include collection, spreading, interpretation and distribution of information rather than traditionally handling and distribution of products. Creation of new Market: Internet offers new opportunities for firms to create market by helping buyers and sellers to locate and negotiate trade terms with each other (ex. eBay etc). There is also a market developed for executing transaction between traders (ex. PayPal etc). New Product Diffusion: The traditional test as you go practice where shifting products from one country to another is now outdated. Now, new product announcement or launch generates immediate demand (as information travel faster on internet) and that requires immediate availability of goods. Customization: Due to internet, getting demographic and purchasing profile of customer became easy. This allows firms to customize products for local adaption as per local market demand. Advertising on internet Internet is a low cost advertising medium having reach to global audience. Advertising on internet includes banner advertising on website, email, blogs and links to search engines. As traditional media of advertising is quite expensive and at the same time internet infrastructure is improving day by day and able to prove support to video and graphics on web. With this improvement a firm can successfully launch an online advertisement campaign. Interactive advertising According to Haeckel, Marketing interactivity is a person-to-person or person-to-technology exchange designed to effect a change in the knowledge or behaviour of at least one person. He also point out that interactivity is function of certain dimensions, which is given as: I = Æ'(N, C, F, SI, CI, T, CT, SY, M) Where, I = impact of interaction, M = Type of media involved (Other factors not discussed as not relevant to current topic). Now, as a technology, internet is the strongest media for interactive marketing. The reason for that is Internet is used by almost a quarter of the total world population. It is not limited to a particular geographic reason. The growth of user is fast. Cheapest and fastest way of interacting with majority of population (both for customer and marketers). Haeckel also pointed out that there is going to be much more business and marketing use through internet. He made a graph which shows how we find usage of a new technology with time (see graph below) and thus we can say there is more in store than what we are seeing and using presently. Even interactive marketing may see turnaround with this technology. Marketing with push technology (Wetzel, 2008) defined push marketing as, customers are provided information by receiving or viewing advertisements digitally, such as: e-mail, SMS, RSS, phone calls, etc., as subscribers of the latest product and service information provided by the company. The internet is the cheapest and most effective media that is used for push marketing. Advantages of Push Marketing via Internet Tracking of Customer Preference: It is easier to track user preference with the help of push technology (internet) and customize according to their preferences. A good example of this is Google AdSense that tracks the users visited website or keywords in mail and according to those criteria it shows advertisement (related link). Increase Accessibility: With the help of push marketing a firm can increase customer accessibility by the firms marketing and advertisement of the products. Subscribers get pushed by built in developed software called PointCast that enable users to receive automatic content updates via their internet connection and web presence as the channel to get information when their computers are not in use. Corporate identity in cyberspace Firms are now using web to extend and reinforce their companies brand image in a cost efficient manner. This serves as a complementary media device that re-establishes a firm in consumers mind. By providing valuable information to users a firm can expand their brand image. The regular updating of information may attract customers to visit website regularly, which will reinforce firms image and provide them a chance to create a new and extended cyber image. Analysis and Methodology Competitive Advantage via Internet Porters three generic strategies for competitive advantage According to Porter (1985), a firm can earn high return if they are able to position themselves well enough, irrespective of the structure of the industry and profitability of the industry. He pointed out the fundamental basis for above average performance is sustainable competitive advantage in long run. For that sustainable competitive advantage he gave three generic competitive strategies. Cost Leadership: According to porter (1985), a firm is having cost advantage over his competitors if the cumulative cost of performing value activity is less than the competitors. He further discussed that a firms cost position is a function of; (a) the composition of their value chain to their competitors, (b) their relative position in cost drivers. Now, we see that how internet helps them to achieve them cost leadership by affecting the above two functions. Differentiation: Porter (1985) describes another strategy for competitive advantage is to differentiate their product with competitors products. This means raising the quality with ignoring the cost for the sake of quality. Now internet can help them to do that by interacting directly with customer and customizing products according to target group. Many firms now use blog site to interact with customers and promoting their new or customized product. Focus: Porter describe this as customizing products or services to suit a focused or small segment of consumer group. The internet helps firms to focus on different aspects of the products and customer group. Internet even allow firm to receive specification from each and every customers and according to them they can produce customized products or services. As discussed in chapter 3, the relation of physical and virtual value chain (Hollensen, 2001), we find there is virtual value chain corresponding to each physical value chain. By applying this value chain a firm can become cost leader as it depends on two factors discussed above. A firm can shift to virtual value chain to gain cost advantage over their competitors physical value chain. For example Federal Express (FedEx), a shipment company allows consumer to track their parcels. This tracking system via internet is very efficient and economical. The FedEx has now reduced more than a million query calls per month by providing online shipment tracking system. This is one of the way of reducing cost and step towards cost leader position and at the same time it differentiate FedEx from their competitors. But this is not enough as sooner or later others will follow same practice and FedEx lose the competitive edge. The real edge lies on the innovative and creative way of finding or chang ing physical value chain to virtual value chain. So now apart from technology, innovative idea of using technology is the key for success of a firm. Stuck in the middle Porter (1985) points out a situation, where a firm try to achieve both generic strategy (cost leadership and differentiation) but fails to achieve any of them. He calls this situation as stuck in the middle. According to him, a firm stuck in the middle will compete at disadvantage as others competitors (cost leader, differentiators) will be better positioned to compete in any segment. In case of Google AdSense, Google is offering a differentiated advertising tool at very low cost (usually one get this via auction, where price is driven by customer not producer) is offering a differentiated (highly unique and effective) advertisement. Here both cost leadership and differentiation is achieved by Google with the help of technology. Johnson et al (1998) discuss about the core competency of a firm may be difficult to imitate because they are complex. The google is doing the same thing by making the internal structure complex, which is hard to imitate by competitors. Thus, they can put the mselves in a position where for an advertisement position (ex. Out of five position or space, advertisers bid for first position then second and so on), firms bid among themselves. Thus, it is possible to achieve a position where a firm can achieve cost leadership and differentiation without compromising one for the other with the help of technology (say internet) and their own creativity (say way of using internet). E-business marketing Models and International Competitiveness Rayport and Sviokla Model According to Rayport and Sviokla (1995), the internet has changed the nature of trade. Internet has made both physical location of inventory and the actual place (marketplace) of trade irrelevant. They argued that traditional marketplace (the physical market) transaction has been replaced by markets place (virtual market or e-market) transaction. They concluded that brand equity is created in marketplace through content (i.e. the product offering), context (the communication programmes) and infrastructure (i.e. the pricing and value chain activity related to distribution). While in market space (internet marketing); content, context and infrastructure has been transformed to innovate new ways of creating value. The changes are: Content: Now, everything possible is delivered electronically whether it is product, service or information. Even though operating system (Microsoft window) are available online. They tim

deer :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The fur of the whitetail deer is a grayish color in the winter then more red comes out during the summer. Only the bucks have antlers. Young males begin to grow their antlers in the spring, then towards the fall the skin on their antlers begins to deteriorate. The velvet is very itchy and the young male will rub its new antlers on anything possible. The average height of the deer is between 3 – 3.5 ft. Their tail length is about 30 cm. in length. Their weight ranges from 100 – 350 pounds.   Ã‚  Ã‚  Ã‚  Ã‚  Bucks are usually solitary but sometimes they may travel in a small group. Deer usually herd together during winter months to conserve energy. Their territory is usually small depending on the food supply. If there is a good food source in a certain area, the deer will have a smaller home range. More traveling is needed if the food source is less abundant. In eastern forests, buds and twigs of maple, sassafras, poplar, aspen, and birch are consumed, as well as many shrubs. In the desert areas, plants such as huajillo brush, yucca, prickly pear cactus, comal, ratama, and various tough shrubs may be the deer’s main diet components. Conifers are often utilized in winter when other foods are scarce. They are crepuscular animals, feeding mainly from before dawn until several hours after, and again from late afternoon until dusk.   Ã‚  Ã‚  Ã‚  Ã‚  Most white-tailed deer mate after their second year, especially males. Females have been found to mate as early as seven months. Bucks are polygamous although they may form an attachment and stay with a single doe for several days or even weeks until she reaches oestrus. Mating occurs from October to December and gestation is approximately 6 and a half months. In her first breeding, a female generally has one fawn, but 2 per litter are born in subse2quent years. Fawns are able to walk at birth and nibble on vegetation only a few days later. They are weaned at approximately six weeks. Life span in the wild is about 10 years, but whitetail deer have lived up to 20 years in captivity.   Ã‚  Ã‚  Ã‚  Ã‚  They are able to live in a variety of terrestrial habitats, from the big woods of northern Maine to the deep saw grass and hammock swamps of Florida. They also inhabit farmlands, brushy areas and such desolate areas of the west such as the cactus and thornbrush deserts of southern Texas and Mexico.

Marketing Plan for for Herborist Cosmetic Company, China

Contents i Executive summary3 ii List of Chart/ Figure4 1. 0 Situation analysis5 1. 1 Company and products background5 1. 1. 1 Company introduction5 1. 1. 2 Products introduction5 1. 2 Industry introduction6 1. 2. 1 Market size and share6 1. 2. 2 Developing trends7 1. 3 Macro-environmental analysis8 1. 3. 1 Political and legal environment8 1. 3. 2 Economic environment9 1. 3. 3 Sociocultural environment9 1. 3. 4 Technological environment10 1. 4 Competitive analysis10 1. 5 Customer analysis11 1. 6 Distribution channels analysis11 2. 0 SWOT analysis12 2. 1 Strengths12 2. 1. 1 Good organic cosmetics brand image12 2. 1. Clear marketing position13 2. 1. 3 Strong parent company13 2. 2 Weakness13 2. 2. 1 Capital not strong as many international cosmetic companies13 2. 2. 2 Lack of brand awareness14 2. 2. 3 Huge room of improvement in operations management14 2. 3 Opportunity14 2. 3. 1 Potential consumption capacity14 2. 3. 2 2008 Olympic Games attract western to traditional Chinese elements ( ‘Chinese wind’)15 2. 4 Threat15 2. 4. 1 Tough competition15 2. 4. 216 2. 4. 3 Investment risk (ROI and cash flow)16 2. 4. 4 Economic crisis17 3. 0 Objectives17 3. 1 Corporate objective17 3. 2 Marketing objectives17 4. 0 Marketing strategy18 4. 1 Target market18 4. Positioning strategy18 4. 3 Marketing mix19 4. 3. 1 Product strategy19 4. 3. 2 Pricing strategy21 4. 3. 3 Promotion strategy22 4. 3. 4 Place strategy24 5. 0 Budget for the next three years27 6. 0 Projected profit and loss statement28 7. 0 Action program29 8. 0 Control & feedback29 8. 1 Sales analysis29 8. 2 Market share analysis30 8. 3 Profitability by product30 8. 4 Efficiency on advertising, sales promotion analysis30 8. 5 Sales-force efficiency31 9. 0 Reference32 i Executive summary The marketing plan is aimed to outline a systematic marketing strategy for Herborist Cosmetic Company, which is specialized in herbal cosmetics.This marketing plan will firstly carry out a deliberate analysis on the market share , size, macro environment, distribution channel, competitor, customer and SWOT analysis for Herborist in Chinese cosmetic market. And then, based on the analysis, it will state the corporate and marketing objectives of Herborist and then give proper marketing strategy recommendations for Herborist. On one hand the recommendations will include the aspect of market segmentation combined with targeting consumer statement as well as positioning strategy.On the other hand, the recommendations will also include the suggestions on marketing mix such as the product strategies, pricing strategies, distribution strategies and promotion strategies. ii List of Chart/ Figure Figure 1 Market share and growth of different cosmetics sub-sectors, 2009†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Figure 2 Skin care brands: share of total sales, 2008-09†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Chart 1 Marketing budget chart for year 2011 to 2013†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦27 Chart 2 Projected profit and loss statement (2011 — 2013)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Chart 3 Implementation schedule†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦29 1. Situation analysis 1. 1 Company and products background 1. 1. 1 Company introduction Shanghai Herborist Co. , Ltd. launched in 1998, as a subsidiary of the leading cosmetic producer Shanghai Jahwa United Co. , Ltd, is independently operated (Herborist official website 2010). As its great focus on using indigenous Chinese herbs in its natural beauty-care products, it has won population to a certain extent in the domestic cosmetic market of skin care aspect and was awarded with the title of â€Å"Shanghai famous brand† in 2005(Herborist official website 2010).And till the year 2008, Herborist has launched in Europ ean market through cooperation with Sephora, which is a leading cosmetics retailers owned by Louis Vuitton Moet Hennessy Group (Sephora official website 2010). 1. 1. 2 Products introduction The personal care products of Herborist personal are born based on the concept of combination of both modern biotechnology and traditional herbal medicine.Under the emphasis of the balance between traditional Chinese medicine theory and the high-tech means of modern technology, these products in Herborist can effectively recuperate skin, body and spirit to achieve the original beauty and make the users' skin as newly born (Herborist official website 2010). Herborist's products focus on not only the care of face and body but also the internal part, which always insist the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology.Take its star product ‘Tai Chi Mud’ for example, it shows the last-for-ever Chinese aesthetic of balance via the comp atibility of Yin and Yang. And at the same time, due to the opening of Herborist Spa since the year 2002, Herborist cooperate the oil from herbal essence and herbal water therapy to offer women with holistic care, which also shows its concepts of balance beauty and health on the basis of Chinese traditional herbal medicine (Herborist official website 2010). 1. 2 Industry introduction 1. 2. Market size and share According to the research from Li and Fung (2009), it shows that the cosmetics market of China has enjoyed a continuous growth over recent years and China has become the second largest cosmetics market in Asia nowadays. And meanwhile, Chinese consumers' increasing purchasing power and more and more Chinese women's participation in the workforce have strengthened growth in the cosmetics market. Li and Fung (2009) also showed the data that retail value of China’s cosmetics has grown by 26. % and even reached ? 48. 83 billion CNY in 2008 from the National Bureau of Statis tics (NBS). Meanwhile, from Figure 1(Li & Fung 2009), we can see the skin care products have taken up a big market share even to 26. 3% of Chinese cosmetic market. And meanwhile the major market share of skin care products still dominated by some famous foreign brands such as P&G, Shieido, L'Oreal and some local low-end price brands such as Dabao and Longliqi(Li & Fung 2009).As the up-rising star of the cosmetic brand, Herborist’s market share is about 0. 3% out of the total market share till the first quarter of the year 2010 (Herborist official website 2010). Figure 1 Market share and growth of different cosmetics sub-sectors, 2009 Source: Access Asia 1. 2. 2 Developing trends On the basis of the survey from AMA Communication Services (2010), there is a trend of growing health awareness among Chinese consumers due to the development of China's economy.That's why Chinese consumers prefer cosmetic products using natural ingredients than chemical products, especially the ones with strong attachment to Chinese Traditional Medicine (TCM), which is an essential part of Chinese culture. Due to this special preference of Chinese consumers, there is a trend that more and more players, not only domestic but also foreign ones, begin to position their cosmetic products with mild chemical formulae as well as herbal and natural ingredients (Li & Fung 2009).P, for instance, added herbal ingredients such as Shouwu and Ginseng to its nourishing shampoos series of Chinese market. Lux of Unilever also launched its shampoos series with the addition of Chinese herbal ingredients including Danggui, Gingko and Bai Hao Yinzhen in Chinese market. Under this trend, Herborist Co. , Ltd has launched series of natural beauty care products with the ingredients of herbs since the year of 1998, and now enjoys a good popularity of nature beauty care brand (Herborist official website 2010). . 3 Macro-environmental analysis Macro-environment is the outside factors including political, economic, sociocultural, technological and legal forces, which influence the survival of the organization (Elliott, Rundle-Thiele & Waller 2010). 1. 3. 1 Political and legal environment In China, central government still encourages the domestic product's growth, which is some kind of guarantee for the development of domestic cosmetic companies, such as Herborist Co. Ltd (Ting 2009). While, at the same time, with the implementation of some tight regulations on cosmetic products such as the Hygiene Standard for Cosmetics (2007 Edition) and the Hygiene Standard for Cosmetics Manufacturers (2007 edition), Chinese government and consumers pay more and more attention to the safety of cosmetic products, especially after the Japan-based SK-II was tested and found to contain some unapproved substances in Chinese counter (Li & Fung 2009).For instance the total number of prohibited and restricted substances used in cosmetics is higher at 1,286, and there is also strict limitation on the use of certain ingredients contained in preservatives, sunscreen agent, coloring agent and hair dye agent. This also puts Herborist on alert to focus on their products safety. 1. 3. 2 Economic environment The economic conditions in China offer Herborist Co. , Ltd not only opportunities but also risks. China is the second large cosmetic market in Asia and the total retail sales of cosmetics in China is about ? 48. 3 billion CNY in 2008, which shows the great potential consumption power for cosmetic players both global and local, including Herborist(Li & Fung 2009). While the tax rate for the skin care products in China is about 8% to 30% or so on and to comply with the World Trade Organization agreements, the import tariffs of cosmetic products has been gradually reduced over the past few years, which bring great pressure for Herborist to face not only the expensive product tax but also the hyper competition from products of foreign players due to the relatively cheaper price compared to t he previous after the reduction of import tariffs. . 3. 3 Sociocultural environment There is a special preference on natural ingredients specially the addition of herbal material in skin care products, due to the Chinese Traditional Medicine therapy is the essence of Chinese culture (AMA Communication Services 2010). As for Herborist, this preference on natural ingredients skin care products of Chinese consumers is a great advantage. 1. 3. 4 Technological environment The increased usage of the internet in China is the result from the development of technology, which results in the popularity of expansion the online platform for product sale for most cosmetic companies.Under this situation, Herborist has also set up online platforms to show its products in order to reach more young customers (Herborist official website 2010). 1. 4 Competitive analysis As shown in figure 2 (Li & Fung 2009), the top 10 skin care brands accounted for nearly 80% sales in 2009 of Chinese market, in which the foreign players take up a large share in the mid-high and high-end segments such as P&G, L’Oreal and Shiseido. For Herborist these foreign brands including Olay, L’Oreal, Aupres, Yue-Sai, Avon, Shiseido and so on which also have the orientation on mid and mid-high segments are the powerful opponents.Figure 2 Skin care brands: share of total sales, 2008-09 2009 2008 BrandCompany nameShare of total sales (%) OlayProcter & Gamble (Guangzhou) Ltd 29. 71 AupresShiseido Liyuan Cosmetics Co Ltd 18. 94 L’OrealL’Oreal China11. 83 LancomeL’Oreal China7. 60 ShiseidoShiseido Liyuan Cosmetics Co Ltd 3. 47 Yue-SaiL’Oreal China2. 52 DeBonLG Household & Health Care Ltd 1. 32 TJOYNanjing Jianong Chemical Co. Ltd1. 11 DabaoBeijing San Lu Factory0. 61 Pond’sUnilever China Ltd 0. 61 Others22. 29 BrandCompany nameShare of total sales (%) OlayProcter & Gamble (Guangzhou) Ltd 34. 0 AupresShiseido Liyuan Cosmetics Co Ltd 13. 91 L’OrealL’Ore al China8. 36 DabaoBeijing San Lu Factory 5. 74 LongliqiJiangsu Longliqi Group Co Ltd 3. 61 TJOYNanjing Jianong Chemical Co. Ltd 2. 58 Yue-SaiL’Oreal China2. 33 AvonAvon (China) Co Ltd 1. 36 MininurseL’Oreal China1. 08 Pond’sUnilever China Ltd 1. 01 Others25. 82 1. 5 Customer analysis According to the research carried out by AMA Communication Services (2010), the average monthly expenditure on beauty and skin care products of female white collar consumers in Shanghai, Beijing reached 1,000 RMB (about 150 USD).And in other secondary cities of China, there is also large consumption capacity on skin care products. According to the data from Herborist official website (2010), there are at least 270,000 consumers as its members and near 90,000 core member, who contributes nearly 45% consumption of Herborist’s products. Moreover, most of the core members of Herborist are the ones who switch from using international high-end skin care products to Herboristâ€⠄¢s products and they have great brand loyalty to Herborist.Meanwhile these core members are also have great influence on motivating other consumers choosing Herborist’s products. 1. 6 Distribution channels analysis There are diverse distribution channels for Herborist to deliver its products to domestic consumers such as opening counters in China’s major department stores and professional stores and setting up specialty stores to sell its products (Herborist official website 2010). For instance, Herborist has already opened nearly 450 specialty stores until 2008, 70% of them are franchises. 2. SWOT analysis For Herborist, to have a better business performance, it is crucial to be able to understand the current opportunities in the market place, the major threat it may faced at the present as well as in the future, the strengths that Herborist owns compared with other competitors and the weakness which may affect its performance and future development (Elliott, Rundle- Thiele & Waller 2010). The SWOT analysis for Herborist will be implemented in the following, which will indentify the internal strengths, weakness, the external opportunities and threats related to Herborist. . 1 Strengths 2. 1. 1 Good organic cosmetics brand image Since the year of 1998, Herborist has begun to distinguish itself via intergrating Traditional Chinese Medicine into the latest fruits of modern biotechnology. And till now, it has already built a good image of organic cosmetics. The philosophy via Yin-Yang balance to enable skin, body and spirit to reach idea harmony and radiate natural, individualized and healthy beauty, has welcomed by a great many Chinese consumers(Herborist official website 2010). . 1. 2 Clear marketing position Herborist has posited itself as organic skin care brand and oriented itself targeted at middle and high income female white collar consumers, which attracts more than 270,000 consumers as its members and near 90,000 core members (Herborist of ficial website 2010). 2. 1. 3 Strong parent company The parent company of Herborist is Shanghai Jahwa United Co. , Ltd, a leading Chinese domestic cosmetics producer, which is good at integrating R&D, production, distribution and service.And meanwhile, Shanghai Jahwa has planed to invest ? 170 million to enhance the market share of Herborist, which can facilitate the development and maturity of Herborist(Herborist official website 2010). 2. 2 Weakness 2. 2. 1 Capital not strong as many international cosmetic companies Although Herborist has the support from Shanghai Jahwa, the capital of it is still not strong as some international cosmetic companies, which limits its spending on research and development (Whiteman & Krug 2008). . 2. 2 Lack of brand awareness Although Herborist has gain a reputation of healthy and organic skin care brand, it still lack brand awareness among several Chinese consumers, due to the limited investment in advertising. For instance, Herborist only promotes its products in print advertisement while ignoring other channels such TV ads, radio ads and so on (Chinairn 2009). 2. 2. 3 Huge room of improvement in operations management Operations management is another weak part for Herborist.It is reported that poor logistics management has led to long lead-time, high inventory as well as capital tie-up which place heavy burden on the future development of Herborist (Chinairn 2009). 2. 3 Opportunity 2. 3. 1 Potential consumption capacity In September 2006, the products of SK-II was tested and found to contain some unapproved substances in Chinese counter, followed by other world famous cosmetic brand including Clinique, Lancome, Dior and Estee Lauder whose cosmetic products were said to have prohibited substances (Ting, C. 2009).Due to these incidents, more and more Chinese consumers began to choose some organic and herbal skin care products, which is a great opportunity for Herborist to meet. According to the National Bureau of Statistics (NB S), the consumption power on cosmetic products will reach at ? 60 billion CNY in 2010, in which skin care products will take up nearly 30% of the total number, which for Herborist is really good new chance (Li & Fung 2009). 2. 3. 2 2008 Olympic Games attract western to traditional Chinese elements (‘Chinese wind’) Because of the 2008 Olympic Games, all the attention was focused on China which brought a Chinese wind.In skin care aspect, not only the Chinese consumers began to switch to choose herbal and organic products but also the foreign consumers show great interest in the skin care products with traditional Chinese medicine inside (AMA Communication Services 2010). As organic cosmetic brand specialized in herbal cosmetics, Herborist has developed under the concept of intergrating Traditional Chinese Medicine into the latest fruits of modern biotechnology, which made Herborist become one of the most popular domestic organic cosmetic brands in Chinese market under the ‘Chinese wind’(Simon 2009). 2. 4 Threat 2. . 1 Tough competition For Herborist, the biggest threat is the tough competition mostly from international players. Chinese skin care market is almost occupied by international cosmetics giants including L’Oreal, P&G, Estee Lauder Shiseido and so on (Li & Fung 2009). And because of the excellent brand building and management capability, massive advertising efforts as well as leading research and development capability, the products from multinational cosmetics corporations stand for quality, reliability and reputation in hearts of Chinese consumers compared with the local brands (Li & Fung 2009).For Herborist, to beat these international cosmetics giants and win more customers from them are really a big challenge. 2. 4. 2 Image of ‘made in China’ The tag of ‘made in china’ often stands for cheap price while poor quality, which also exits in skin care products (Wharton n. d). Just like the forei gn brands stands for quality, reliability and reputation, the Chinese made skin care products for foreign customers means poor in quality and even the same for some Chinese consumers.For Herborist, this kind of phenomenon is a great threat to both expand the domestic market share and especially position itself for the international markets. 2. 4. 3 Investment risk (ROI and cash flow) From the official website of Herborist (2010), the company has planed to invest ? 170 million to enhance the market share. Although it is good news for Herborist’s future development, it has to consider the issue on the period of return on investment (ROI).Herborist has the experience of too long time ROI, for instance, Herborist began to make profit after it came into the domestic cosmetic market seven years (Herborist official website 2010). If the return on this time’s ? 170 million investment still last too long, Herborist has to face the risk of cash flow problem, which may result in big financial dilemma for Herborist. 2. 4. 4 Economic crisis Due to the economic crisis in the recent year, the purchasing power is reduced and preference is inclined to relatively cheap products which for Herborist oriented on middle to high cosmetic products is a kind of pressure (Li & Fung 2009). . 0 Objectives 3. 1 Corporate objective Corporate objective for Herborist is to become a world class enterprise with the capability of innovation and creativity to not only continuously introduce high quality new products to meet the needs of the consumers but also maintain good quality products under the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology (Herborist official website 2010). 3. 2 Marketing objectives The marketing objectives for Herborist include two parts.On the one hand, Herborist plans to expand its cover of domestic distribution channels to 170 main cities and enlarge the retail terminals from 700 to 1,200. On the other h and, Herborist plans to expand its market outside the China mainland market via the cooperation with Sephora (Herborist official website 2010). Herborist aims to achieve ? 1. 35 billion of sales revenue in the end of 2014 and increase the revenue as well as Compound Average Growth Rate (CAGR) to 21. 98% within the next five years (Herborist official website 2010). . 0 Marketing strategy The following is the market strategy for Herborist including the targeted market, position as well as marketing mix strategies, which is based on the above analysis. 4. 1 Target market As the organic cosmetic company, Herborist is specialized in herbal cosmetics. In the full of furious competition cosmetic market of China, the primary consumer target for Herborist is middle to upper income white collar females who prefer natural, mild but effective skin care products.The secondary consumer target is college female students, who look for mild products to maintain their young and fresh skins. This segm ent is focused on these female college students who prefer buying international cosmetic brand while have pressures on the pricing part. According to the survey that there is an increasing rate on the purchasing capability of female college or university students towards middle to high end cosmetic products, which is an important segment for Herborist to focus(AMA Communication Services). . 2 Positioning strategy Herborist will position itself as the middle to high end cosmetic products which focuses on the balance between traditional Chinese medicine theories adherence to Chinese elements of Tai chi, lotus, green and the high-tech means of modern technology to continuously introduce high quality new products to meet the needs of the consumers on their skin care. 4. Marketing mix Marketing mix describes these different elements such as price, product, promotion, place, people, and process and so on that marketers need to consider (Elliott, Rundle-Thiele, & Waller 2010), which is ess ential for Herborist to consider in its marketing process to achieve better performance. The following will analyze four areas of marketing mix including the aspects of price, product, promotion, and place for Herborist’s marketing process. 4. 3. Product strategy Product is defined as a good, service or idea offered to the market for exchange, which plays a vital role in the marketing process, which is the means for companies to satisfy the functional, social and psychological needs, wants and demands of customers (Elliott, Rundle-Thiele, & Waller 2010). For Herborist, it is important to emphasize the importance of the product strategy. 4. 3. 1. 1 Product diversification strategy Palmer (2009) advocated the importance of product diversification strategy, which is also proper for Herborist.Products all have their lifecycles and especially the skin care products have the relatively short lifecycle (Kotler& Armstrong 2008), so it is important for Herborist to focus on the produc t innovation and providing a wider product portfolio to meet the market requirements under deliberate market analysis. Moreover, besides the innovation on skin care products, Herborist is recommended to enhance its R&D capacity on color cosmetics, hair care, and men’s cosmetics to perfect it products range of cosmetic products.Only under these activities can Herborist meet Chinese customers’ consumption concept of pursuit for practical, fresh, beautiful as well as top quality. 4. 3. 1. 2 Establishing strong brand loyalty Kotler and Armstrong (2008) believe the importance of establishment of brand loyalty. For Herborist, besides the already built membership system, it is also recommended to apply for the ISO9001 quality system certification, which can enhance the customers’ confidence of Herborist to improve customers’ favorable attitude and purchasing behavior towards Herborist’s products. 4. 3. 1. Maintenance its orientation As the organic cosmeti c brand, it’s important for Herborist to maintain its advantage on herbal cosmetics. To search the future development, it’s so essential for Herborist to maintain its image of Chinese characteristics. Only depending on this distinctiveness, can Herborist have more chances to become world famous cosmetic brand just like the road of the body shop and Shiseido does. 4. 3. 1. 4 Developing the packing and design of products One of the important means for gaining more market share is to have a distinct product design and packing (Elliot, Rundle-Thiele & Waller 2010).For Herborist, it is essential to focus more on packaging design to attract more consumers with high quality packaging materials for different products series and give people impression of domestic goods while foreign quality. For instance, the introduction of Chinese elements can be adopted in the product designing and packing such as Chinese painting, lotus and so on are all very Chinese style and give people a n impression of elegance and fresh, which is fit for Herborist’s image of herbal cosmetics. 4. 3. 2 Pricing strategy The price of products setting has great influence on companies’ rofit and marketing process, as the competitive environment changes, companies are recommended to consider when to initiate prices change and when to respond to them (Kotler &Armstrong 2008). For Herborist, it is important to consider proper pricing strategy to respond to the fluctuant marketing environment. 4. 3. 2. 1 Prestige pricing strategy To maintain the image of middle to high end cosmetic brand and accelerate the pace of advance to the high-end market, Herborist is recommended to adopt prestige pricing strategy (Kotler & Armstrong 2008), which requires Herborist to introduce its new products as a relatively middle to high price.For instance, with the gift box priced at ? 500 CNY, New Tai Chi Mud Mask ? 380 CNY and so on, Herborist has set a relatively good image of middle to high end cosmetic brand which shows the image of prestige, quality and exclusively to Chinese consumers who often hold the opinion that high price means high quality(Whiteman & Krug 2008). 4. 3. 2. 2 Product bundle pricing The price of Herborist’s products is almost at the same level with the international middle to high end cosmetic products especially the Shiseido.To strengthen its position of middle to high end cosmetic brand, it isn’t recommended for Herborist to discount its products too much and too often, because there is a deep rooted concept among Chinese consumers that cheap means low quality. While to attract consumers, it is necessary to offer discount. So it is recommended for Herborist to adopt product bundle pricing, which means combining several products together and offering the bundle at a reduced price (Kotler & Armstrong 2008), which can help Herborist improve profit via motivating more buying power. . 3. 3 Promotion strategy Promotion is the creation and m aintenance of communication with target markets, which makes potential consumers, partners and society aware of. Deliberate designed promotion strategy can help Herborist make consumers aware of and interested in its products and effectively and efficiently communicate its message about the products to the market place (Elliott, Rundle-Thiele& Waller2010,). The promotion strategy for Herborist is as below. 4. 3. 3. Outstanding special features Because China's consumers are almost pragmatists, if we only use some abstract and vague slogan and general propaganda tactics, it is difficult to persuade consumers to buy the products. The professional TCM report plus practical description in advertisement is recommended to highlight the effect of Herborist’s products to strengthen the confidence of consumers’ brand loyalty. And meanwhile, it is also recommended for Herborist to offer some free trial to consumers to get more feedback after they used, which can also help Herbori st promote its products. . 3. 3. 2 Advertising and brand ambassador Based on the survey from Solomon (2009), celebrities and beauty experts have huge influences on cosmetic purchases in Chinese market, which results in consumers relying on trial and error from celebrities and beauty experts rather than spending too much money on their own cosmetic trials. Due to this special scenario, finding a proper brand ambassador is recommended for Herborist to attract more customers via the convincing power from celebrities.The proper brand ambassador can help Herborist reach the needs of more consumers and strengthen its healthy and fresh image as herbal cosmetics and enhance its brand cognition. At the same time, it is also wise for Herborist to strengthen its propaganda coverage via ads on the newspapers, magazine as well as in public places such posting large poster in bus station, MTR station and other public places to attract more attention, which can largely incent consumers’ des ire to purchase Herborist’s products.Furthermore, sponsoring TV and radio programs on healthy life and beauty can also help Herborist to portray the image of advocating healthy, natural brand. 4. 3. 3. 3 Perfect customer relation management (CRM) Palmer (2009) claimed that it is so crucial for companies to develop good customer relationships because good quality alone may be insufficient for a company to gain competitive advantages in increasingly competitive markets, while good customer relation management can supplement a firm’s competitive advantage.For Herborist, it is necessary to improve the pre sales and after sales service. For instance, before purchasing products from Herborist, it is necessary to give proper and professional suggestions and guidance, which is an important part of brand building. Furthermore, providing professional beauty care lectures for consumers, free skin analysis under the help of professional skin analytical instrument as well as provid ing customers with improved return protection to enhance the reputation and the customers’ sense of belonging are all good approaches. 4. 3. Place strategy Herborist has already built a diverse distribution channels to deliver its cosmetic products to consumers, such as opening counters in China’s major department stores, professional stores and setting up specialty stores to sell its products (Herborist official website 2010). To become a world class Chinese cosmetic enterprise, Herborist is recommended to expand and strengthen its distribution channel. 4. 3. 4. 1 Open counter in big chain supermarkets Big chain supermarkets in China are important sales channels for lower-priced cosmetics products in a long history.While due to the launching of middle–range brands of broadening products such as Mininurse, Garnier and Maybelline in these retail chains by L’Oreal, P and other cosmetic giants, big chain Supermarkets in China have become new channels for mid dle price cosmetic brand to reach a wider audience (Li & Fung 2009). These foreign-owned hypermarkets and supermarkets such as Carrefour and Wal-mart as well as locals such as Lianhua , Hualian as well as Trust mart are often the initial choices.For Herborist, it is also recommended to open counters to launch its middle price range products in these hypermarkets and supermarkets just like L’Oreal, P and other leading cosmetic companies do, which can help Herborist to reach its secondary consumer target of college female students and other consumers who are searching for middle price cosmetic products in supermarkets and hypermarkets. 4. 3. 4. 2 Online sales Online sales may just represent a small share in overall cosmetics sales, but we can’t ignore its potential.And on the basis of the data got from the China Internet Network Information Centre, in the first half of 2007 there are more than 70% of the 162 million Internet population aged under 30 (Li & Fung 2009), for Herborist it is a powerful channel to reach parts of its primary and secondary consumers such as the young female white collar and college students. Although Herborist has set up online platforms to show its products, it hasn’t begun its online sales.To capture the huge potential, Herborist is recommended to launch online sales on its online platform, just like other successful cosmetics players have done, including DHC from Japan, SaSa and Sephora (Li & Fung 2009). For launching online sales, it can help Herborist to save more cost in hiring stores. For instance, some professional software for online sales such as Integrated Distribution System adopted by P have the distinctiveness of quick, effective, low cost, low risk, which is recommended for Herborist to adopt (AMA Communication Services 2010). . 3. 4. 3 Choosing proper agent The failure of Herborist in Hong Kong market is as below (Herborist official website 2010). At first, Herborist directly copied the sales model o f the mainland market, which can’t localize itself it the Hong Kong market. Secondly, Herborist invest too much to build its sales channel, which largely increased its sales cost. Thirdly, the strong resistance to the new brand such as Herborist in the Hong Kong market, which cost Herborist too much to enhance its brand cognitive.For Herborist, it is more suitable to find proper local agent to facilitate it expand in the market outside mainland China. For instance, it is recommended for Herborist to relaunch its products in Hong Kong market via the cooperation with SaSa. As a Hong Kong-based cosmetics retailing and beauty services provider, SaSa has already built well sales network and is experienced in solving the problems on new brand cognitive as well as has a good image of cosmetics retailing and beauty services provider (Li & Fung 2009), which can facilitate Herborist successfully come into the Hong Kong market. . 3. 4. 4 Pharmacies As a organic cosmetic brand and specia lized in herbal cosmetics, Herborist is recommended to launched its products in pharmacies just as these successful cosmeceutical brands do, including French Eau Thermale Avene, Vichy and La Roche-Posay, Japan’s Kanebo, Freeplus and Shiseido Ferzea and so on.As the research from AMA Communication Services (2010) showing, the skin care products in pharmacies to Chinese consumers means mild, soft, effective and professional, that’s why most of the Chinese cosmetic consumers have begun to switch their choices to cosmetic products in pharmacies, especially after the Japan-based SK-II was tested and found to contain some unapproved substances in Chinese counter. For Herborist, pharmacies are recommended distribution channels to gain more potential consumers. 5. Budget for the next three years The Chart below outlines the following three years budgets of Herborist on sales, promotions, distribution, and other related areas from 2011 to 2013. Chart 1 Marketing budget chart fo r year 2011 to 2013 Items Budget for 2011Budget for 2012Budget for 2013 Advertisement ? 30,000? 40,000? 50,000 Sale force training and stimulation? 5,000? 5,000? 5,000 Distribution channel expansion? 3,000? 4,000? 5,000 Distribution channel maintenance? 2,000? 2,500? 3,000 Website maintenance? 2,000? 2,000? 2,000 Website improvement ? 0,000? 8,000? 8,000 Public relations? 4,000? 4,000? 3,000 R? 20,000? 22,000? 25,000 Total? 76,000? 87,500? 101,000 In thousands (CNY) 6. 0 Projected profit and loss statement The chart below is the d profit and loss statement forecast of Herborist for year 2011 to 2013 Chart 2 Projected profit and loss statement (2011 — 2013) Subjects Time ? Thousands (CNY)Total ? Thousands (CNY) 201120122013201120122013 Total sales revenue ? 1,200,624 ? 107,052 ? 1,093,572? 1,253,049 ? 120,493 ? 1,132,556? 1,367,446 ? 35,240 ? 1,232,206 Advertisement &Promotion? 30,000? 40,000? 50,000 Sale force training and stimulation? 5,000? 5,000? 5,000 Distribution channel expansion? 3,000? 4,000? 5,000 Distribution channel maintenance? 2,000? 2,500? 3,000 Website maintenance? 2,000? 2,000? 2,000 Website improvement? 10,000? 8,000? 8,000 Public relations? 4,000? 4,000? 3,000 R&D? 20,000? 22,000? 25,000 Tax ? 21,052? 21,961? 23,997 Other expenses? 10,000? 11,032? 10,243 Total expenses Profit In thousands (CNY) 7. Action program Herborist will implement series of activities to facilitate itself achieve its business objectives in from the year 2011. Chart 3 Implementation schedule Subject123456789101112Total ? (CNY) 76,000,000 Sale force training and stimulation 5,000,000 Modification and improvement on website. 12,000,000 Integrated propagandas campaign on targeting consumers via on print, radio, TV, internet means 4,000,000 sales promotion with the continuing of the multimedia advertising campaign. 30,000,000 Research and development on products 0,000,000 Deliberate research to expand its distribution channels and maintenance 2,000,000 Expansion of its business to more locations. 3,000,000 8. 0 Control & feedback 8. 1 Sales analysis Herborist is planning to strengthen the systems for sale analysis, due to the timely data on sales is curial for the whole marketing plan. Furthermore, the sales analysis is recommended to be implemented monthly, which can facilitate Herborist to develop contingency plans to address the fast moving environmental changes, especially the customers’ needs (Kotler & Armstrong 2008). . 2 Market share analysis Under the stage of expansion, the market share analysis is necessary for Herborist to conduct which is recommended to be done quarterly in order to watch the market closely. 8. 3 Profitability by product To facilitate R&D programs of Herborist, the profitability by products analysis can be done yearly and used as reference to help Herborist decide its future investment on products’ modification and innovation which can bring better profit for the company. . 4 Efficiency on advert ising, sales promotion analysis To analyze the efficiency of advisements and sales promotion quarterly for Herborist quarterly is essential, which can make Herborist have a clearly picture of the effectiveness its promotion strategy and facilitate the modification and better orientation of the advertising and sales promotion campaign more effectively in the following quarter. 8. Sales-force efficiency The sales force efficiency should be measured both on the bases of the sale volume that they have brought to the company, and the potential capability of staffs in the sale force, which help Herborist best position its sale forces to win more income. 9. 0 Reference AMA Communication Services 2010, High-end cosmetics trends in China, greenbook. org, viewed 11 July 2010, Chinairn 2009, (Successful case study on domestic cosmetic industry), chinairn. om, viewed 12 July 2010, Elliott, G. , Rundle-Thiele, S & Waller, D. 2010, Marketing, John Wiley & Sons Australia, Ltd, Australia, Herboris t official website 2010, Company profile, herborist. com. cn, viewed 11 July 2010, Kotler, P. & Armstrong, G. 2008, Principles of marketing, 12th edn, Pearson Education International, New Jersey, Li & Fung 2009, Latest developments of China’s cosmetics market, Li & Fung Research Centre, viewed 11 July 2010, Palmer, A. 009, Introduction to marketing theory and practice, 2nd edn, Oxford University Press, New York, Sephora official website 2010, Sephora stories, sephora. com, viewed 11 July 2010, Simon 2009, Herborist: A successful Chinese cosmetics brand, enovate 2010, viewed 13 July 2010, Solomon, J. 2009, Skincare companies dominating the cosmetic market in China, seekingalpha. com, viewed 14 July 2010, Ting, C. 2009, China’s homegrown makeup gains popularity, Beijing kswchina. om inc. , viewed 12 July 2010, Wharton n. d. , Special report: New challenge for made in China, electronic version, Boston Consulting Group, Whiteman, G. & Krug, B. 2008, Beauty and the beast: C onsumer stakeholders demand action in China, vol. 1, Journal of International Business Ethics, Xia XH. 2010, (Suggestions on strategic branding for Herborist), China's science and technology research center of citation index evaluation, viewed 14 July 2010,