Marketing Activities by Redbull

Course: International Marketing Date: 29. 04. 2008 â€Å"If we don’t create the market, it doesn’t exist. We don’t bring the product to the consumer; we bring consumers to the product. † Red Bull Co-founder Dietrich Mateschitz Executive Summary This paper is an analytical look into the external and internal marketing activities conducted by Red Bull in the United Kingdom and in Thailand. Through comparing Red Bull’s position within these two nations we intend to define the differences in the marketing and branding strategy of the product within the European and Asian markets. Factors which will be studied include the differences in UK and Thai marketing activities, DEPEST factors of both nations, market analysis’, and a look into the companies micro environment. First a look into the DEPEST factors of both nations will identify the playing field Red Bull has to work with in each region. The Thai market is an emerging economy with and unstable political environment yet persistently strives for westernization, growth, and technological improvements. The United Kingdom is a world power with a strong matured first world economy that wields strong political strength, technological advancement, and consumer sophistication. Through looking at the Ruscon model, MaBa model, and Porters Five Forces we tie their theories to Red Bull’s corporate practices and role within each respective region. A Meso-Analysis of Red Bull is then undertaken to understand who the company is with a look into the history, general market information, market behavior, size and segmentation, and competitors that Red Bull is continually faced with in the market. Next we look into the Micro-environment surrounding Red Bull and analyze their mission and vision of becoming the most accessible and recognizable energy Beverage Company in the world. We observe their regional profitability and position within the markets. In the UK there is more liberal and innovative product placement, while in Thailand the products maintain a more traditional and conventional placement method. Then we approach Red Bull’s regional strategy. We will answer how the company intends to maximize sales of its product within each region. Key strategic tools that will be used to identify the strategy include Porter and T&W, looking at segments and positioning, branding, and targeting. In order to determine what Red Bull’s key strengths are we look at its industry leadership as a sustainable competitive advantage in the UK and Thailand. Its innovative beverage formula and strong marketing techniques are then assessed as being the core competencies within its strategic plan. A final look at the marketing mix via the product, price, place, promotion, and personnel will focus on the entire package that Red Bull delivers and look at all the elements that have lead to its success. A SWOT analysis is then used to summarize the strengths, weaknesses, opportunities, and threats that are currently facing Red Bull internally and externally. Finally we conclude with a list of recommendations for Red Bull. Our recommendations are shaped to prevent consumers from getting bored with Red Bull. They focus on the company taking advantage of its strong position and expanding their product line and riding the wave of consumer loyalty by introducing a wide array of health / energy based product lines. Contents | | | | | |Executive Summary | | | | | |Introduction |7 | | | | |1. DEPEST-factors |8 | |1. 1 Thailand |8 | |1. 1. 1 Demographic |8 | |1. 1. 2 Economic |8 | |1. 1. 3 Political/ Regulatory |9 | |1. 1. 4 Ecological/ Ethical |9 | |1. . 5 Socio-cultural |9 | |1. 1. 6 Technological |9 | |1. 2 United Kingdom |9 | |1. 2. 1 Demographic |9 | |1. 2. Economic |10 | |1. 2. 3 Political/ Regulatory |10 | |1. 2. 4 Ecological/ Ethical |10 | |1. 2. 5 Socio-cultural |10 | |1. 2. Technological |10 | |1. 3 DEPEST – Differences and Conclusions |10 | | | | |2. Ruscon Model |12 | | | | |3. MaBa Model |13 | | | | |4. Porter’s Five Forces |14 | | | | |5. MESO- Analysis |15 | |5. General Marketing Information |15 | |5. 1. 1 Market Behavior |15 | |5. 1. 2 Size and Segmentation |16 | |5. 2 Competitors |17 | |5. 2. Indirect Competitors |18 | | | | |6. Micro-Environment |19 | |6. 1 Mission and Vision |19 | |6. 2 Market Position and Profitability |19 | |6. Strategy |20 | |6. 3. 1 Porter and T&W |21 | |6. 3. 2 Segments and Positioning |21 | |6. 3. 3 Branding |21 | |6. 3. 4 Targeting |22 | |6. SCA and CC |22 | |6. 4. 1 Sustainable Competitive Advantage |22 | |6. 4. 2 Core Competencies |22 | |6. 5 Marketing Mix |22 | |6. 5. 1 Product |23 | |6. . 2 Price |24 | |6. 5. 3 Place |24 | |6. 5. 4 Promotion |24 | |6. 5. 5 Personnel |26 | |6. 6 SWOT-Analysis |27 | | | | |7. Future Recommendations |28 | | | | |Conclusion |29 | | | | |References |30 | |Appendices |31 | | | | |A1. DEPEST Factor Chart |31 | Introduction Red Bull energy drink has taken the international energy drink market by storm. As the first of its kind within the western world it has created a market, demand, and a position as the market leader and most recognizable brand within the industry. The purpose of this paper is to look at the extreme success of this company and compare its marketing strategies within the UK and Thailand. It is designed to focus on the micro methods employed by the company while also consider the Meso and external factors which affect tactics. This paper is focused towards individuals interested in the energy beverage market. It looks into the different approaches and considerations necessary when on the international playing field. It is also applicable for potential market entrants and competitors who require more information on Red Bull and what considerations must be taken when planning the marketing strategy. Red Bull was chosen for this study because of it strong reputation, global presence, and intensive yet simple marketing strategies. Its focus on bringing the beverage to the consumer has made it the leader and innovator in marketing energy beverages. Thailand was as a basis of study because it is the country of origin for the beverage. Before Red Bull adopted its current western image and taste it existed for decades within Thailand. The United Kingdom was chosen as the basis of comparison as its consumer markets are the most influential and critical within the western European market. The report begins by giving you insight into the Red Bull brand and its history. The product is then described with its core products and augmented products. Next macro elements of each market are observed. These conclusions then progress to defining the micro elements of the product and the marketing plan. Through analyzing the product on an all inclusive scale we are then able to assess the strengths, weaknesses, opportunities, and threats which will lead us into recommendations for the company and conclusions. . 1. DEPEST-factors 1. 2 Thailand 1. 1. 2Demographics Thailand, natively known as Ratcha Anachak Thai, has a population of 65,068,149 people. The population is growing with a rate of 0. 663% a year. This is an average grow rate for a country of this size. However, due to the influences of various diseases, such as AIDS, which plague the nation, the population average remains lower with high mortality rates. The population is mostly of Buddhist faith; almost 95% national support. Within the south of Thailand there are areas of strong Muslim influence. The population is almost evenly divided between women and men. There are 49% male and 51% female. These females and males make a certain number of households; 8. 8 million in total. The birthrate within the population and family is 13. 73 births per 1,000 people. And with a death rate of 7. 1 deaths per 1,000 people the death rate is therefore less than the birthrate, etting infants bring the population back up. The average age of the Population is now 32. 4 years old. This is also decreasing as the birthrate is increasing. 1. 1. 2 Economic With a well-developed infrastructure, a free-enterprise economy, and generally pro-investment policies, Thailand appears to have fully recovered from the 1997-1998 Asian Financial Crises. The country was one of East Asia's best performers from 2002-04. Boosted by strong export growth, the Thai economy grew 4. 5% in 2007. [1] The unemployment rate is 1. 9% which appears to be a low amount, but it should be taken into consideration that there are a lot of people working in bad conditions, even children are working. Economic growth is the increase in value of the goods and services produced by an economy. The economic Growth of Thailand is 4% in the year 2007. This means that there are 4% more goods produced than in the year 2006. The total GDP, in 2007, was an astonishing $585. 9 Billion. Internationally Thailand is ranked #26 in the worlds largest GDP’s. With the historical background and current economy this ranking Thailand is suitable. However when comparing this to other countries, such as the United states it appears very low. Inflation is rising in the general level of prices over time. It is also referred to a rise in the prices of specific sets of goods and services. It is measured as the percentage rate of change of a price index. In Thailand the inflation Rate was 2. 2% in 2007. The income per capita stayed the same however; 9,100. 1. 1. 3Political/Regulatory Thailand is a constitutional monarchy based on the civil law system. The sales Tax Rate was 7% in 2007. On every product 7% taxes are included. Individual taxes due are dependent on the salary received and the amount of taxes that are paid. There are differences in scales and they vary from 5% to 35% income tax. 1. 1. 4Ecological/Ethical Thailand has signed the Kyoto agreement which means they have agreed to reduce carbon emissions and various other greenhouse gasses (or engage in emissions trading). 1. 1. 5Socio-cultural Thailand has a high Power Distance (PDI) which is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily forced upon the population, but rather accepted by the society as a part of their cultural heritage. The ranking of 64 is slightly lower than the Asian average of 71. [2] 1. 1. 6Technological Thailand has been a country struggling for a long time to move forward. It was a country where it was cheap to produce, but not very likely to invest in. This has changed over the years and it has become a ‘High Technological Area’. This means that there are more investors and the country can look forward to a growing future. 1. 2United Kingdom 1. 2. Demographics The first half of the 20th century saw the UK's strength seriously depleted after two World Wars and the Irish republic withdrawal from the union. The second half witnessed the dismantling of the Empire and the UK rebuilding itself into a modern and prosperous E uropean nation. Now the United Kingdom has a population of 60,587,300 people in total. The population is growing about 0. 275% a year; this was an estimate of 2006 to 2007. In the UK the female to male ratio is about the same. The population is 46% male and 54% female; there is a slight upper hand for females. The number of families living together is 2,648,025. 1. 2. 2Economic The unemployment rate in the UK is 5,4 % which means that of all the people who are eligible to work 5,4% can not get a job, but usually this rate is higher since people are not registered as looking for a job. The economic growth is 3,1% which means that the GDP of $2,270 trillion went up in 2007 with 3,1%. At number 8 on the world ranking scale it is very strong with international trading. The income per person of a citizen of the United Kingdom makes $ 37,328. This did not change in the year 2007 even though the inflation rate was 2,3%. 1. 2. 3Political/Regulatory As in Thailand the United Kingdom is a constitutional monarchy based on common law tradition with early Roman and modern continental influences. The sales tax rate is 17,5% and the income tax is directly based on income. In England the scale is between 10% and 45%. 1. 2. 4 Ecological/Ethical England is working on different ways to fight global warming. It is assigned to the Kyoto protocol. The UK has, in 2005, reduced the amount of industrial and commercial waste disposed in landfill sites to 85% of the 1998 levels. It has also recycled and/or composted at least 25% of household waste, increasing to 33% by 2015. 1. 2. 5Socio-cultural The power distance in the UK is not as big as in Thailand but it is still considerably high. The individualism of the people in the United Kingdom is however a lot higher than in Thailand. 1. 2. 6Technological The United Kingdom is a country that was always been at the forefront of technical development. In recent years however this has fallen behind to just normal technical development; its is no long leading the way. 1. 3 DEPEST- Differences and Conclusions The main differences are in the economical factors and in the cultural background. The countries differ a lot when it comes to income and GDP. The United Kingdom is much stronger and developed then Thailand. Thailand is a developing nation while the UK is a first world international power that is well into a maturing phase of its growth. The cultural differences are handy to know when doing business, as it is extremely important to know who you are targeting. A marketing strategy must be catered to the region as they have different needs, desires, and characteristics. It shows Red Bull what it can and cannot do. In the UK an advertisement can be a success and generate a lot of sales; however in Thailand the advertising campaign can be a complete failure and ruin the good reputation of Red Bull. Both countries have a strong environmental focus. Technologically Thailand is building itself from the ground up and the UK is currently renewing its technical structure. This is a benefit for both countries as it indicates the ability to remain competitive internationally. Legally the two countries also differ. Thailand is based on a civil law system and the United Kingdom is common law system. 2. Ruscon Model Involvement Red Bull is low in customer involvement. The drink is a convenience product that most people just buy when they get to the store. The consumer does not need to involve themselves when they buy the product. Brand equity Red Bull has very strong brand equity. It was the first energy drink to penetrate the European market and has developed into a brand that is available and involved internationally. With this there come advantages for Red Bull. Their awareness in the market is enormous. Customers are loyal to the brand. Other brands are regarded as imitators; while no other company has as strong a reputation and the same taste. Often consumers are only aware of Red Bull because of its involvement in extreme sports. Attitude To buy a Red bull can is an emotional choice. You go into the store and you chose to buy it. There is no need to think very much about it which means it is low in involvement and also short buying behavior. Motivation After looking at the model it was clear that Red bull has a strong transformational motivation, but low involvement. Red Bull is a product that is supposed to energize and revitalize the user. It is a product that the buyer needs a positive and functional reason to buy. 3. Maba Model The main difference for Red Bull in the Thai and United Kingdom markets is the size. In view of the market growth, competition, price sensitivity or the entry barriers there are some slight differences in these two countries. People look at Red Bull differently in Thailand then they do in the United Kingdom. Therefore the market share is larger in United Kingdom then in Thailand. There is more competition for Red Bull in the United Kingdom then it is in Thailand. Red Bull is over all more developed in the United Kingdom then it is in Thailand. They come out quite alike on the Mada Model, but United Kingdom still comes out stronger. 4. Porter’s 5 forces Figure 4: Porter’s 5 forces model of Red Bull Porter’s 5 Forces[3] is an external analysis of Red Bull’s competitive environment. As we can see from the model there are 4 main threats consisting of: Threat of new entrants This is the largest threat for Red Bull. In today’s society imitator companies are being created every day. And one of these can actually be better at what they do then Red Bull. This is something Red Bull needs to look after to be sure that they stay ahead of competition. Bargaining power of buyers The consumers in this market have a great deal of buying power. They can choose which brand and taste they want. Therefore Red Bull must be diligent in making sure it differentiates itself from the competitors and keeps its value offered high in the eyes of the consumer. Threat of substitute products Threat of substitute products is the second largest threat after new entrants. This is because Red Bull only has two different products which do not differ so much. They only offer regular and sugar-free varieties. Therefore Red Bull needs to extend their product line. This way they can ensure that they stay a step ahead of the competitors. Rivalry among existing firms There are numerous competitors to Red Bull, but as the market leader Red Bull’s market share as not been greatly affected by these late comers. The competitors are targeting Red Bull but as long as they can maintain their brand strength and image then Red Bull will consistently stay out of reach. 5. MESO-Analysis 5. 1 General Market Information The history of Red Bull is a two part evolutionary process. TC pharmaceuticals in Thailand developed Krating Daeng (Thai word for Red bull) in the 1970’s and throughout the 70’s and 80’s sold large quantities of the beverage throughout Asia. In 1982, Dietrich Mateschitz, an Austrian marketing director for a German toothpaste company worked with TC Pharmaceuticals to cater the product for European consumers. In 1987 Mateschitz and TC Pharmaceutical owner Chaleo Yoovidhya founded Red Bull Gmbh. Mateschitz retained 49% ownership and has full control of marketing and branding outside of Asia. Yoovidhya holds 49% ownership, and his son controls the remaining 2%. Together they control Red Bull (Krating Daeng) branding and marketing of the original recipe within Thailand via TC Pharmaceuticals. The original Thai Recipe is a non-carbonated sweeter formula, which resembles syrup and is sold in a small medicine bottle. The modified European recipe is not as sweet and is carbonated. Since being released in Europe the modified formula has risen to become the most successful and aggressively marketed energy beverages. Mateschitz aligned the brand image with trending aggressive sports, and placed the product in the middle of popular culture within arms length of all consumers. 5. 1. 1Market behavior Brand building To build a strong successful brand a number of aspects are needed for the public to be interested in the product. Red Bull made a large effort to become a good brand and it succeeded in its work, but why is that? Quality The quality of a product is very important, especially for a product where there was no market before it was created, such as Red Bull. The quality needs to be consistent and it needs to be delivered flawlessly every time. In contrast to the competitors, Red Bull’s name and logo is a strong branding advantage. It is well known and therefore helps ensure a higher market share, as consumers tend to lean towards larger names and industry leaders. Communications Communication of Red Bull to the public is through various aspects of the media. There are intensive advertisements in magazines, commercials on TV, websites on the internet, street promotional teams in Red Bull cars, and intensive sponsoring of sporting events (I. e. Red Bull sponsors Thai Kickboxing, and Owns a Formula 1 Team). The amount and direct approach will take slightly different form within each country. First-mover advantage Because Red Bull was fully created by the owners themselves they decided not to make different products next to Red Bull. Sticking to one product was a smart idea because it prevents the consumers and the company’s focus from getting distracted between products. The only exception has been the creation of Sugar Free Red Bull which is responding to the western consumer desire for products with less sugar. This was a smart move since it helped to increase sales even more and increase the advantage over competitors. Long-term perspective Long-term Perspectives lead to important factors in brand-building: the need to invest in the brand over the long-term, building customer awareness, communicating the brand’s message, and creating customer loyalty. It requires that Red Bull continually reinvest profits back into their own brand. Red Bull enjoys short term sales but is determined to find long term costumers. This takes time and is not something done over night. When a good relationship is built then the customers always come back. And it is easier and cheaper to keep current customers than to go out and find new ones. Internal marketing Finally, management should ensure that the brand is marketed internally as well as externally. By this it is meant that the whole business should understand the brand values and positioning. This is particularly important in service businesses where a critical part of the brand value is the type and quality of service that a customer receives. International distribution Red Bull is now sold worldwide in over 50 countries. Unfortunately the drink is not sold in countries among France, Denmark and Norway for example because these countries believe that Red Bull contains to much caffeine for their health restrictions. Distribution of the western formula has not spread into Asia yet, as it currently maintains the original non-carbonated brand. Distribution is as aggressive in Thailand as it is in the UK. 5. 1. 2Size and segmentation Red Bull follows the psychographic segmentation, based on behavior and personality. It is important for the consumer to feel invigorated, energized, cool, and young while drinking a Red Bull. It is also these people that Red Bull wants to sell their product to. With doing this segmentation Red Bull can get as many as possible to buy their drink. It no longer is marketed to only truck drivers and low income workers but is targeting to everyone that lives and active lifestyle. Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories: †¢ Glucose energy drinks †¢ Sport drinks †¢ High energy stimulation drinks Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of ? 6. 896bn, which is an equivalent of 10bn liters. Moreover it can say that the segment of energy and sports drinks represents 2. 6% or ? 177m of the overall soft drink market. Since 1992 an increase of 64% in volume sales can be found within this very young market of energy and sports drinks[4]. The main differences of the mentioned sub-segments of soft drinks are as followed: Glucose Energy Drinks These drinks provide physical energy through glucose or a mixture of sugars, originating from the Lucozade brand. These drinks do not contain any other substantial ingredients such as Lucozade Energy, Lucozade NRJ or Red Card. In 1927 they were originally positioned as a convalescence drink. Sports drinks These are also known as isotonic drinks, which replace body fluids after sport activities or exercises. Sport drinks help to re-energize and re-hydrate the body and can be taken before, during, or after exercises. These drinks require you to drink large amounts quickly. Examples for this kind of drinks are Gatorade, Isostar and Dexters. High-energy Stimulation Drinks These drinks have ingredients such as caffeine and taurin, which help to increase concentration, endurance, alertness and reactions. This kind of drink is not only designed for athletes, but can also be used for everyone who wants to get stimulated and energized in the mind and body. Red Bull belongs to the category of high-energy stimulation drinks. Red Bull created this international sector in 1987 and the later segment makes up ? 14m or 8% of the value sales of the energy and sport drink market. Glucose energy drinks represent the majority of the volume sales with ? 126m or 70%. Sports drinks represent ? 39m or 22%. [5] 2. Competitors Energy Drinks have become very famous in the last decade. During the last ten years, hundreds of them have been established around the world. All of them are marketed as energy spending and as very suitable mixer with alcohol, whereas Red Bull has never formally been associated or condoned for consumption with alcohol. Direct Competitors Within the market there have only been very moderate developments in the energy drink market. There are only very few serious competitors of Red Bull in the world. These include: Purdey’s Gold High EnergyIndigo Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 1. 03Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 0. 79 Lipovitan B3Lucozade Energy Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 0. 99Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 0. 49 In the Netherlands the main competition that Red Bull had was a brand called Bullit. This energy drink tasted basically the same, but it was a lot cheaper, like a quarter of the taste. When Red Bull saw this, they solved it with buying the company. Therefore Bullit is not seen as a competitor for Red Bull any more. 5. 2. 1 Indirect Competitors Indirect competitors are those from the glucose or conventional energy drink family. The largest distributor of those drinks in England is Lucozade with a wide product range in terms of flavor. Lucozade owns approximately 90% of the market share of sports drinks which probably is the result of high media spending and the tradition of the company (1927). Another indirect competitor are juices because some consumers prefer beverages with less sugar content, that are natural and better for you. 6. Micro-environment 1. Mission and Vision Mission statement The mission statement of Red Bull is to provide a product that helps energize and revitalize its users. Therefore Red Bull invented the slogan† Red Bull gives you wings†. It strives to provide consumers with a product that will be beneficial to them while still tasting good and being cheap. Vision The vision of the Red Bull beverage is to maintain its position as the original and primary energy drink in the world. Red Bull wants to reach out to as many people as possible and to help these people in their everyday life and with whatever they do. Red Bull says they want to stimulate the body and soul of their consumers[6]. Mateschitz wants it to be something that people can use and enjoy. The company wants to make their product accessible to the entire world, enabling anyone to reap the benefits of the drink. 2. Market Position and Profitability Market Position It is very important for a company to position itself in the right market for people to recognise it. This also goes for the energy drink industry. Red Bull is often called the â€Å"Porsche† of energy drinks. This is because they are positioned at the top as the best product in the market. Red Bull is perceived as a premium/high margin brand product. There is no other energy drink company to this date that comes close to Red bull’s strong position. Because of Red Bull’s industry strength they have the possibility to command premium prices from their consumers, as there are few other brands to compare prices with. It offers something few other brands do. Another example of this is the I Pod in relation to the rest of the mp3 Market. In the UK the average price of a Red Bull can is 1. 05 which is clearly above its competitor’s average price of 1. 03. [7] The price expresses the superiority of Red Bull and further on it proves that there are no substitutes. The positioning policy of Red Bull is: premium product, premium price and premium profitability. Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market[8]. Red Bull is known by its consumers as a drink that can rejuvenate the user and ‘give them wings’. Specifically for students and athletes it is a drink that provides needed strength and energy. Red Bull also sponsors a lot of events dealing with sports. This gives the public something to relate to and enjoy other than just drinking the drink. It will give the company more recognition and the people more awareness of Red Bull. Repositioning Before Red Bull became really well known the brand had a lot of myths it needed to fight. There were rumors that Red Bull was made of the balls of the bull, or that it is unhealthy, and addictive. The company does not want these myths associated with the Red Bull drink, and therefore Red Bull needed to reposition itself in the market. Red Bull started new marketing campaigns, and to avoid high costs students were hired. These students went around towns in a Red Bull car and passed out samples. This method of bringing the product to the consumer is constantly combined with entertaining advertising campaigns. For example, Red Bull launched animated commercial campaigns with the slogan â€Å"Red Bull ‘gives you wings†. These methods stimulate the creativity, freedom and inspiration of the consumers. Profitability Red Bull is now standing as the marked leader when it comes to energy drinks. This again says that their profitability is very good. Last year (2007) Red Bull hit an all time high with standing on a 65 % marked share world wide. This made them pull in sales for over $ 1 billion. Other competition does not come near this at all. 3. Strategy Through investing a large amount of money into marketing and promotion, Red Bull has become the company it is today. Mateschitz wanted to make fuzz about the brand because there were no Energy drinks before Red Bull so he was standing in an open market without any brand awareness from his target consumers. Red Bull is currently sponsoring over 500 athletes all over the world[9]. Instead of choosing well known super stars as Coca Cola does they chose to use more youthful and edgy people. For example: BMX riders, skateboarders, and Formula 1 Drivers. Red Bull is also sponsoring a lot of surfers all around the world. After managing to create the brand fuzz, he looked at the packaging. It was essential for him to make a package that the consumer recognized and also made them want the product. This can be seen today as very successful as the can is very recognizable. Nowadays wherever you turn you can see Red Bull. Numerous television commercials rely on humor appeals to attract consumers. On festivals they have big tents were you can only buy Red Bull and then sit down and relax. One strategy that Red Bull goes for is that if Red Bull is sold at a club or bar, no other energy drink is allowed to be sold on the same place. This makes the choice of the consumer easier, but it also makes competition far less. The strategy all along was to make people aware of the product and have it available for as many people as possible to buy it. 1. Porter and T&W Promotional Strategy Red Bull utilizes a â€Å"push† promotional strategy in combination with extensive advertising, public relations, and positive publicity all over the world. Advertising of the product takes place in Thailand in the form of television, print media, urban advertisements, and radio media. The energy drink market in the world is becoming more saturated with competition and is therefore requiring more intensive investments into advertising. Public relations and positive publicity have carried Red Bull over the past 30 plus years. As a well know company world wide it takes part in assisting its people and promoting sporting events and active lifestyles of most people. The Red Bull logo has also built such a reputation that it is widely reproduced illegally on t-shirts and clothing on Asian markets. Regardless of the legality it has been a great means of integrating the product into a symbol of the nation. Marketing Strategy Red Bull approaches the world market as a market leader. Being the pioneer of energy drinks it has developed the largest reputation as the market leader. By differentiating their product as the original they also follow a growth plan of integration. Business is expanded and maintained through direct marketing. Red Bull has greatly utilized sales representatives and sales offices to facilitate in the transfer of their products. Customer value strategy When deciding what to buy, the consumer makes an evaluation of the benefits of the product; a safe home, a roof over your head. This also includes the costs of the product; money, loss of savings, and possible mortgage. The difference between the benefits and the costs is the perceived value. These days the producer needs to be careful how to market the product since the customer needs to think the product is worth more than purchase price. This is a complicated challenge for the producer of Red Bull since a lot of potential customers think that it is only a drink. So how does Red Bull market their product to make the customer thinks they are receiving great value? In the beginning the product was rather unknown and had a relatively bad name. At its website (Red Bull. com), an enormous amount of content is dedicated to dispelling (unpleasant) myths and criticisms associated with its product. Questions, such as who has examined Red Bull? Is Red Bull addictive? , Is Red Bull a doping substance? , are on the website. Red Bull was also linked with alcohol drinks and some parties where there were unfortunate medical accidents[10]. When Red Bull came to understand these questions they informed the public the best they could through the website. This eased the consumers and they bought more and more Red Bull. In 1997 the sales went from 1 million cans to 300 million cans world wide in 1998. Red Bull became known as a good brand because of the smart marketing strategies of the founder of Red Bull; Dietrich Mateschitz. In order to reach the consumers without spending millions on advertising he resorted to buzz marketing to stimulate sales. He hired students to drive around in cars with Red Bull cans on the back and hand out free samples at parties and events[11]. This gave the brand a cool, younger image and that is still standing today. Now that Red Bull chased the assumptions away by good information on their website and created a cool brand more and more consumers come and purchase the product. But still the question remains why people buy Red Bull over the cheaper versions of the Competitor? The reason for this is because Red Bull built a good brand name. The brand is reliable and well known by a lot of people. There are no hidden ingredients since they are all written on the outside of the can and therefore there are no secrets anymore. Red Bull also gives back to the world by hosting big popular events and supports creativity. It sponsors a lot of sports and it is seen a lot on for instance skate boards, sail boats, race cars, motor cycles and surf boards. It is a cool drink associated with sports, creativity, fun and freedom. 2. Segments and Positioning For now Red Bull segments themselves in the Soft drink category within the UK, and more as a pharmaceutical energy substance within Asia. Both stores are widely available in grocery stores, convenience stores, and gas stations. 3. Branding Red Bull is one of the bigger companies in the world when it comes to branding. Red Bull is no longer only an energy drink that you can buy in a store. It is now a big brand name affiliated with more things. Nowadays you can see Red bull sponsoring even Formula 1 with their own car and team. Other places where you can see Red bull is in the Red Bull Air Race which is held in London every year. What Red Bull is doing which few other brands do is trying to keep the brand exclusive in the consumers mind. Both air planes and formula 1 are seen as exclusive to most people in the world. Last year Red Bull worldwide used $600 million, or 30% of revenue, on marketing to make their branding better. [12] 4. Targeting The target group for the energy drink is everyone who likes to drink energy drinks. And this is mainly the way Red bull wants it to be in both the UK and Thailand. They want to target everyone that they can possibly target. There is an age restriction on the drink which is from 0 – 16 years old. Anyone younger then this age should not be able to buy the drinks anywhere. Therefore Red bull is targeted to everybody over the age of 16 that is active. Though in the UK there is said to be three main stereotyped users that can be identified. The Athlete: Physically active individuals that use the beverage to regain energy and maximize athletic performance. The Worker: Within the UK this term is general covering managers to construction workers. Within Thailand this maintains to be the primary target market. Thai workers have multiple jobs and drink Red Bull to keep them productive. The Clubber: This category is fairly new. In recent years consumers began to mix Red Bull with alcohol. Red Bull sells now 34% of its units within bars and clubs. It is almost impossible to find the right target group, the reason for that is because of the various applications of Red Bull. Hence a clear cut categorization in age groups and socio-economics groupings is not feasible. But what we can be sure of is that the typical Red Bull drinker is dynamic and active, the gender does not play any role at all. But it is more likely that more less younger people who really like to go out fall for Red Bull. 4. SCA and CC 1. Sustainable Competitive advantage The sustainable competitive advantage that Red Bull has is it brand awareness and recognition. Red Bull was the first energy drink on the marked. This is a large advantage for Red bull because they could get recognition for their product before anybody else could. Their brand name has become so large that a lot of newcomers struggle to manage through the first year because Red bull has such a large marked share. 2. Core competencies The core competence of a Red Bull drink is that it makes you work a bit harder, and your brain becomes a bit clearer for a while. 5. Marketing Mix 1. Product Red bull has recently released one new product which is a Red Bull cola which is a mixture of Red Bull and coca cola. The other new product they have is Red Bull Vodka, which is a mixture of modified Red Bull and Vodka. Neither of these products is discussed in this report because they just are being released and therefore information is very limited. Core product Picture 1: Red Bull cans Red Bull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journeys[13]. † This raises the question; what is the buyer actually buying? This question directly refers to the core product. What d raw people to Red Bull all over the world is the special ingredient that keeps you alert and awake when drinking it. Red Bull raises concentration and reaction speed. It will also increase vigilance after drinking. This means that the herbs in the drink make you more alert than you were before. Red Bull has a lot of advantages and the speeding of the body’s metabolism is one of them. Red Bull  ® Energy Drink supplies tired minds and exhausted bodies with lost substances and reduces harmful substances. It provides immediate energy and vitamins[14]. † Actual product Red Bull’s actual product is a canned or bottled energy drink that gives the consumer more energy and is also enriched with vitamins to create the perception of healthy qualities. The packaging is clearly identifiable as Red Bull based on the packaging. Within the UK the colors of Red Bull make it clear that it is indeed the ‘real’ Red Bull, but also the distinctive Red Bull bulls on the side and the Red Bull name on the drink are obviously present on the container. The outside of the can has is a dark blue color mixed with grey/silver. The intensity of the blue can vary depending on whether or not the can is Red bull light version, or the original Red Bull. Within Thailand the beverage is still labeled as Krating Daeng (Red Bull in Thai) but is sold in a gold can or a brown medicine bottle with the blue and silver label. The gold can with more substance is more appealing to Asian consumers based on color and quantity preference. Augmented product Red Bull has no special after-sale service but it does claim that if for what ever reason a customer is not 100% happy with its purchase then it will respond to their complaint. 2. Price The price of a Red Bull can varies from country to country. This is because they realized that 4 euros in Thailand is expensive, while rather cheap in UK for example. Therefore Red Bull goes into every country and checks out their economy to come with the appropriate price for the product. However Red Bull is said to be a bit expensive. This is because (Explained earlier in the report) they see themselves are a premium brand and likes to set their price up to those standards. In the United Kingdom the price of a Red Bull can is about 1, 5 pounds, this equals to around â‚ ¬ 2, 5. In Thailand the drink can be bought for a quarter of this price, but is called Krating Daeng. It can be questioned why people still buy Red Bull at this price. There are other options out there that are just as good as Red Bull, but people still buy it. This is because Red Bull has managed to put up a brand name of its own. In the UK people are willing and able to pay more to get the â€Å"real† product. Red Bull is consistently referred to as the best quality so for good results it is the best option. In Thailand it is marketed to the lower and middle classes as a productivity enhancer rather than an everyday beverage. Therefore they keep it cheap to maintain high sales and create dependency for the product within the working class. 3. Place The strategy that Red Bull uses for distribution is an intense distribution strategy. This means that they want the product to reach as many people as possible. Therefore you can find a Red Bull can in as many places as possible. This varies from normal super markets, clubs, bars, night shops, cafe’s, sport centers etc. They hope to reach a larger target group with doing this. In both UK and Thailand they depend on extensive sales representatives and distribution offices to ensure that every vendor possible is distributing the product. What makes Red Bull so special is that they often have stands at events were you can only buy Red Bull. This is because they know a lot of people that go to different events actually drink Red Bull. If a night club sells Red Bull, then they are not allowed to sell any other energy drink brand. This narrows the possibility for the consumer and it makes it easier to choose. Promotion Red Bull is said to have one of the most amazing marketing and promotions budgets in the world which is where the majority of money is reinvested in. And they are very successful with it. Their promotion strategy can be put into three bars. These are Media Advertising, Sports and event sponsoring and sampling. Media Advertising Red Bull uses all the available media channels, including cinema, TV, radio, press and the internet. In other words the company focuses on the media most often used by younger more active individuals. Therefore they advertise in TV shows like T. F. I. Friday and in magazines like Time Out and Men’s Health. Their advertisements in the different media channels are very successful. They allow the consumers to interpret the product and the moments of use themselves. Red Bull achieves this by a humorous and witty cartoon campaign, transferring the message that this energy drink helps you to escape by `giving you wings ?. The idea of communicating with the consumer in form of a simple cartoon is easy to understand. People do not only enjoy the campaigns they even remember what the product is called and what it delivers, which is the most important characteristic for a successful campaign. Sports-and Event-Sponsoring The company also implements sponsoring in their marketing mix strategy. Sponsoring supports the image, the credibility and the visibility of the product. On the one hand Red Bull sponsors the athlete target market in extreme sports such as free climbing, paragliding and motor sports. As previously stated it is heavily involved in Formula 1 and has invested millions in building a competitive team. Within Thailand its reputation exploded through it becoming the primary sponsor of the countries national sport, Thai Kickboxing. Every fighter in Thailand wants to wear shorts that have the Red Bulls on the side. This strategy contributes to Red Bull that the brand appears (logos and stickers) and that the product ? s target market is more precisely defined. On the other hand Red Bull does event sponsoring. The company either creates its own events (i. e. Red Bull Music Academy) where the whole events are promoted by Red Bull or they promote other events (i. e. Speed Ski World Championship). Event sponsoring attracts people’s attention towards the product and connects them to the corporate vision. Sampling Sampling is another very important part of the three pillar marketing system. The methods used are well tested and proven in other markets. The major purpose of Red Bull is to energize, the company offers samples at the right place at the right time, where it can find its exact target market. Examples of usage are driving, studying, working night shifts and sports. Red Bull is following the basic sampling rules consisting of: †¢ never impose the product †¢ always explain the benefits of the product drink always a full can( 250 ml) †¢ It must always be chilled †¢ Always be cautious about whom your are giving the sample to This year 8 teams will sample 400,000 consumers across the UK. Because of its 30 years of existence within Thailand samples are no longer utilized. 4. Personnel In regards to personnel it is ess ential that they are work as hard as possible to make the product a success. With Red Bull this starts with the owners Dietrich Mateschitz, and Chaleo Yoovidhya. Each is in charge of operations within their respective regions. Both are extremely devoted men and have invested a great deal of time to improve on Yoovidhya’s original recipe. It was Mateschitz vision taking the product international through the aggressive use of young energetic sales teams that turned it into the massive beast it is today. Within both nations working for Red Bull reflects a sense of pride. More in Thailand though because it was created there. Working for Red Bull has a lot of advantages. For example every account manager at Red Bull is driving a large Red Bull hummer. Other advantages are extra vacation days, 13 months pay, freebies, work trips, free tickets for several events etc. Red Bull wants their employees to enjoy what they are doing because they believe this will affect the way the employees are working. They find it very important to properly represent their company. It is said that Red Bull is one of the hardest companies to be hired to because they set high standards for their employees. They want every employee to be a perfect fit. Red Bull is getting larger and larger for every day that passes by. 6. SWOT Analysis Figure 3: SWOT Analysis | | | |Strengths |Weaknesses | |Primary Market Entrant / defined the industry |Limited product line | |Large brand recognition No flexibility with formula | |Over 30 years of experience |Matured brand image | |Control of pricing |High price | |Strong reputation | | |Marketing strategy and large reach | | | | | |Opportunities |Threats | |New design |Increasing competition | |New product line |Health trends might urge users to not rely on energy drinks | |Can offer new flavors and versions of the product |European formula of Red Bull may taint the reputation, image, and| |Can pursue African markets and introduce European formula into |popularity of Thai formula | |Asia |Bad press in regards to medical symptoms of the drink | | |People lose interest in the flavor | 7. Future Recommendations Through analyzing Red Bull’s business operations we have developed several recommendations for the company. The greatest threat within both markets is the company’s complacency in evolving its product line. As strong as Red Bull is today once the maturity phase sets in the public will become bored. We suggest that Red Bull expand their line of energy drinks potentially venturing into the herbal iced green tea energy drinks. Red Bull energy bars to associate with working out may be another means of increasing the company’s visibility. We currently see Red Bull at the fore front of active living beverages. Therefore within the UK they should try to offer the entire package ranging from nutritional supplements, protein shakes, to energetic meal options. We feel that their website is underdeveloped and can incorporate more interactive content including fitness/ nutrition advice, sport tips, and active living testimonials. These suggestions fit for both markets as they will resolve each regions weakness. Within Thailand extra emphasis needs to be put on online media as there currently is no link from the company to the consumer. Conclusion Because Red Bull started created the energy beverage industry on the international scale it is now a very successful and powerful brand. Red Bull is well known in United Kingdom as well as Thailand. It made smart moves considering promotions and marketing to make the brand stay ahead of the fierce and increasing competition. In the countries that are analyzed it has become clear that Red Bull is an unbeaten brand. In both the countries the drink is perceived differently. In Thailand the drink is more linked to a pharmaceutical purpose whereas in the UK the drink is more used for recreational purposes. In both of the countries and for Red Bull in general there are threats and opportunities. To stay ahead of the competition Red Bull can change the image of the brand; make it a more stylish product than it is now. The brand has not changed its packaging in years and changing it can make a difference in sales. In Thailand the brand is also well known and has large sales, but here there are also more competitors making their way into the market. One of the main strong points of Red Bull is the original recipe, but at the same time new flavors and additional features of the drink can contribute to increasing sales and more customers. References Website of BBC (2008) visited 17. 03. 08; http://news. bbc. co. uk/1/hi/uk/1437154. stm Website of Brand Cameo (2008) visited 16. 03. 2008; http://brandcameo. org/features_profile. asp? pr_id=44 Website of CIA (2008) visited 12. 03. 2008 https://www. cia. gov/library/publications/the-world-factbook/geos/th. html Website of Drawert (2008) ,visited 19. 03. 08; http://www. drawert. com/red_bull_2. php Website of ecandy (2008), visited 19. 03. 08; http://www. ecandy. com/ecandyfiles/SOTIC2006_Grabner(summary). pdf Website of fastcompany (2008), visited 17. 03. 08; http://www. fastcompany. com/articles/2001/10/redbull. html Website of Findarticles (2008) visited 17. 03. 08; http://findarticles. com/p/articles/mi_m0BDW/is_22_42/ai_75286777/pg_1 Website of ITIM International; Geert-Hofstede Cultural Dimensions (2008) visited 30. 03. 2008 http://www. geert-hofstede. om/hofstede_thailand. shtml Website of marketingweek (2008) visited 17. 03. 08; http://www. marketingweek. co. uk/cgi-bin/item. cgi? id=57354&u=pg_dtl_art_news&m=pg_hdr_art Website of Red Bull (2008) visited on 12. 03. 2008; http://www. Red Bull. com/#page=ProductPage. Benefits Website of Red Bull (2008) visited 16. 03. 2008; http://www. redbull. com/images/historysection/pdf/1/Selling_Power_DM_Sept. pdf Website of Red Bull (2008) visited 16. 03. 2008; http://tutor2u. net/business/marketing/brands_building_brands. asp Website of Wikipedia (2008) visited 30. 03. 2008 http://en. wikipedia. org/wiki/Porter_5_forces_analysis Appendices DEPEST- Factors chart DEPEST- Factors |UK |Thailand | |Demographic Developments |Population: 60,587,300 |Population: 64,631,595 | | |Male/Female Ratio: 46%:54% |Male/Female Ratio: 49%:51% | | |Number of Households: 21,263,035 |Number of Households: | | |Family households: 2,648,025 |Family households: 8. 8 million | | |Average age of the Population: |Average age of the Population: 32. 4 | | |39,0 (Increasing) |(increasing) | | | | | |Economic Developments |Unemployment rate: 5,4 % |Unemployment rate: 1. % | | |Economic Growth: 3. 1 % |Economic Growth: 4% | | |GDP: $2. 270 trillion   |GDP: $585. 9 Billion | | |Per Capita Income: $37,328 |Per Capita Income: 9,100 | | |In flation Rate 2,3 % |Inflation Rate 2. 2% | |Political (Law) Developments |Sales Tax Rate: 17,5 % |Sales Tax Rate: 7% | |Income Tax: 10– 45 % |Income Tax: 5-35% | |Ecological/ Ethical Developments |Kyoto agreements |Kyoto agreements | |Socio-Cultural Developments |Consumer Behavior |Consumer Behavior | | |Hofstedes cultural Dimensions |Hofstedes cultural Dimensions | |Technological Developments |High Technological Area |High Technological Area | ———————– [1] https://www. cia. gov/library/publications/the-world-factbook/geos/th. html [2] http://www. geert-hofstede. com/hofstede_thailand. shtml [3] Website of Wikipedia (2008) visited 30. 03. 2008, http://en. wikipedia. org/wiki/Porter_5_forces_analysis [4] Website of Findarticles (2008) visited 17. 03. 8, http://findarticles. com/p/articles/mi_m0BDW/is_22_42/ai_75286777/pg_1 [5] Website of marketingweek (2008) visited 17. 03. 08, http://www. marketingweek. co. uk/cgi-bin/it em. cgi? id=57354&u=pg_dtl_art_news&m=pg_hdr_art [6] Website of ecandy (2008), visited 19. 03. 08, http://www. ecandy. com/ecandyfiles/SOTIC2006_Grabner(summary). pdf [7] Website of Drawert (2008) ,visited 19. 03. 08,http://www. drawert. com/red_bull_2. php [8] Website of Red Bull (2008) visited 16. 03. 2008, http://tutor2u. net/business/marketing/brands_building_brands. asp [9] Website of fastcompany (2008), visited 17. 03. 08 , http://www. fastcompany. com/articles/2001/10/redbull. html 10] Website of Brand Cameo (2008) visited 16. 03. 2008, http://brandcameo. org/features_profile. asp? pr_id=44 [11] Website of Red Bull (2008) visited 16. 03. 2008, http://www. redbull. com/images/historysection/pdf/1/Selling_Power_DM_Sept. pdf [12] Website of BBC (2008) visited 17. 03. 08, http://news. bbc. co. uk/1/hi/uk/1437154. stm [13] Website of Red Bull (2008) visited on 12. 03. 2008, http://www. Red Bull. com/#page=ProductPage. Benefits [14] Website of Red Bull (2008) visited on 12. 03. 200 8, http://www. Red Bull. com/#page=ProductPage. Benefits ———————– Figure 1: Ruscon Model Table 1: Maba Model Figure 2: Maba Model Picture 2: Thai Red Bull Can

Anglo Saxon Poetry Of Beowulf English Literature Essay

BeowulfA is the most of import verse form in Old English and it is the first major verse form in a European slang linguistic communication, †¦ remarkable for its sustained magnificence of tone and for the glare of its manner, as has been remarked by Margaret Drabble. Beowulf has been categorized as a â€Å" Primary Epic † by C.S.Lewis. In wide footings, a primary heroic poem is drawn from the unwritten narrative stating tradition as opposed to what Lewis termed as a â€Å" Secondary Epic † which is a planned literary creative activity. A Handbook to Literature defines the undermentioned demands for a literary piece to be classified as an heroic poem: On the footing of these standards, which shall be examined in the undermentioned paragraphs, Beowulf can safely be characterised into the heroic poem genre. The hero of Beowulf is â€Å" a figure of heroic stature † . Beowulf ‘s physical stature mirrors his qualities and when we foremost see Beowulf as he arrives from his fatherland Geatland at Scyldings in the land of the Danes, attending is drawn to his stature by the Scylding guard who exclaims that he has ne'er seen a â€Å" a mightier baronial, / a larger adult male † ( 247-48 ) Beowulf is a hero of heroic strength with the strength â€Å" clasp † of 30 work forces, who kills nine sea monsters on a swim. Subsequently he establishes his strength by killing Grendel and his female parent. Though immature at the beginning of the verse form, Beowulf has all the devisings of a good leader. He reveals his line of descent to the reader when he mentions his male parent to the guard who is funny about him ( 251 ) . Beowulf besides reveals his male parents name and the name of his male monarch, Hygelac. On his meeting with King Hrothgar ( 418 ff. ) , we realise that non merely is Beowulf brave and brave but he besides is loyal and has come to refund the generousness and kindness of King Hrothgar to his male parent Ecgtheow. He besides divulges that he has cleansed his fatherland of its enemies and has killed a folk of giants. Thereafter he shows his strength when he kills the sea monsters while viing with Breca. Beowulf ‘s handling of Unferth ( 529 ) is a farther testimony to the wisdom of the immature hero. By his handling of Unferth, and the maner in which he reminds the assemblage of the certificates of Unferth and how he killed his ain brothers, Beowulf asserts himself even before he confronts Grendel. In the conflict with Grendel, Beowulf displays his accomplishments as an intelligent warrior as he allows Grendel to devour a Geat, while he lies still accessing his enemy. As a con sequence of analyzing his enemy he manages to rend Grendel ‘s right claw off from his shoulder socket. He farther strengthens his repute as a worthy and courageous warrior in the mode in which he deals with Grendel ‘s female parent. He besides shows himself as a loyal friend when Hygelac is killed in a conflict, since he does non claim the throne for himself but supports his boy. Merely when Hygelac ‘s boy is killed in a fued does Beowulf go up to the throne. The conflict with the firedrake in his old age once more proves his strength and him as a good warrior though a few critics found him reckless for non worrying about who would go up him to the throne. Beowulf besides makes the usage of the tools of heroic poems such as asides, addresss, and expeditions. There is besides a mirroring of the unwritten tradition of narrative stating in the text, as we see the â€Å" scop † who chants the occurrences of The Finnsburh Episode ( 1063-1159 ) . The asides though they appear cumbersome were feats of good known heroes and popular narratives. For case the blood-feud history of Finn and the Danes reverberations Cain and Abel in its misrepresentation, craftiness, treachery and disloyalty. The slaying of Finn to revenge the decease of Hnaf brings on the onslaught of the monster Grendel, who is eventually slayed by Beowulf. The narrative of this narrative non merely celebrates his triumph but besides highlights the triumph of good over immorality. Unlike the classical heroic poem, Beowulf does non get down â€Å" media RESs † and has no supplication to the Muse, but it is an heroic poem however, given the character of the hero, the events of great magnitude and besides the poetic composing. The verse form employs the usage of initial rhymes, which carry more significance than a rime. A important portion of the verse form does use the usage of rime as good. But over all it is evident from the scrutiny of the verse form that it was compose for unwritten narrative as opposed to a literary piece. Beowulf is a glorious merger of many subjects, viz. the subjects of Christian and Pagan rites, of light and darkness which mirror good and evil, of Men and Monsters, of Treasures, of the importance of Genealogy, of community, of Wyrd and of good Kingship which runs analogue in the narrative. In the book English Epic and Heroic Poetry, the writer W. Macneile Dixon, stresses that Beowulf is was perchance non â€Å" crude poesy † ( Pg. 14 )[ 5 ]when it was composed. Though the linguistic communication of the verse form appears to be simple, the poets have drawn on both the Pagan and Christian elements. Therefore Fitela, Scyld Scefing and Sigmund from heathen mythology are offered as defenders of demeanor and the monster Grendel ‘s household line belongs to the family tree of Cain ( 107 and 1258-67 ) . Again we see a strong heathen influence as the Anglo-Saxon construct of Wryd is a subject by itself in the text. Beowulf calls upon Wyrd when he battles the first sea monster of the nine that he killed, when he competed with Breca. Subsequently he attributes his endurance to the Christian God. ( 569-574 ) . He besides refers to Wyrd at his concluding reference. Hrothgar besides thanks God when Beowulf defeats the monster Grendel. Through the text Hrothgar ‘s advocate and warnings to Beowulf reflect the Christian dogmas of generousness and the pattern of gold giving followed at that clip. Three of the awful seven deathly wickednesss are besides mentioned as a warning to Beowulf. ( 1724-78 ) When Beowulf is deceasing ; Wiglaf tries to resuscitate him utilizing a ritual with H2O which calls to mind the Baptism. Beowulf is really heathen in the mode in which he chooses to contend the firedrake entirely, and it is in maintaining with the codification of behavior of the warrior. His subsequent funeral, with a adult female and 12 considerations mourning him name to mind, Christ ‘s adherents and Mary Magdalen forenoon Christ. Good and immorality is a nother subject running through the text and it is farther emphasised as we view the struggle of visible radiation and darkness, and heaven and snake pit. The text begins with a apposition of the light universe of the human warriors and their gay mead-hall with the dark universe of Grendel ‘s prevaricator ( 417-426 ) . The universes invariably clash as Grendel ‘s haterate and slaughter of the Danes brings Beowulf to him who is non afraid to face the darkness. ( 480-488 ) . Hrothgar ‘s soldiers though brave do non last boulder clay dawn. Where Grendel symbolises darkness, his female parent symbolises snake pit and somberness that is dark at its darkest. Continuing with the subject of dark and light is the subject of adult male and monster. While we are cognizant the Grendel is a monster ( 101-108 ) , we are besides reminded that possibly Beowulf is besides non wholly human, since he kills nine sea monsters, and about has the power equivalent to Grendel particularly s ince his feats of conveying the monsters to an terminal could easy be lines used for Grendel. ( 551-558 ) the subject of good triumphing over immorality besides runs through the heroic poem as even though Grendel is strong with crisp claws he is defeated non by the blade but by the bare custodies of the heroic Beowulf. ( 987-990 ) Again we are reminded of Beowulf ‘s strength which is more than human as he is contending Grendel ‘s female parent, and he is protected by his extraordinary armor which is adorned with two rings demoing the friendly relationship of the Geates and the Danes and their support of Beowulf. The heroic poem is rich in item since it has a hero who harmonizing to Hegel[ 6 ]the hero Beowulf is waited on manus and pes, and has to fight for basic endurance, and the necessities of life such as â€Å" Equus caballuss and arms and nutrient † . The subject of hoarded wealth therefore besides highlights the implicit in economic sciences of a feudal society while heightening the heroic poem. Harmonizing to W.P.Ker, in his book Epic and Romance, he mentions that Beowulf was likely written by two Scribes and has a construction with a â€Å" prologue at the beginning and a judgement pronounced on the life of the hero at the terminal † ( Pg.158 ) BeowulfA has an omniscient ( â€Å" omniscient † ) storyteller. The narrative voice remarks on the character ‘s actions, and knows and is able to describe on what they think. The storyteller is cognizant of things- for illustration, the expletive on the firedrake ‘s hoarded wealth ( lines 3066-75 ) -that are non known to the heroic poem ‘s characters. Beowulf portions this all-knowing narrative with other heroic poems, such as theA Iliad, A theOdyssey, A and theA Aeneid, A but remains subtly different. The storyteller ofA BeowulfA makes an expressed connexion with the audience, admiting a shared background of cultural cognition, in the gap lines of the verse form: A † WeA have heard of the thriving of the throne of Denmark † ( accent added ) . The storyteller ‘s voice is besides closely connected with those of the characters. Both use narrations in the same manner, to indicate a moral or to project†¦ ..

Antony and Cleopatra Essay

Explore the presentation and effects of love in Antony and Cleopatra Antony and Cleopatra is Shakespeare’s peculiarly fluid and intimate historical retelling of the love tale of the Roman soldier, Mark Antony, and the Egyptian queen, Cleopatra. The male protagonist, Antony, is a noble Roman soldier. That being so Shakespeare introduces him as having many cultural personality traits which in this play are affected, alongside with his judgement, by the love he feels for Cleopatra. From the outset of the play, the audience can see that Antony’s judgment has been affected by love. This can be observed from the people in Antony’s company. While it is obvious they regard him as a powerful figure they also disapprove of his relationship with Cleopatra. The audience can see this from Philo’s description of Antony’s â€Å"dotage† that â€Å"O’erflows the measure† (1, 1, 2)1. This shows that his obsession with Cleopatra surpasses a sensible level. Philo says that Antony’s heart has â€Å"become the bellows and the fan/ To cool a gypsy’s lust†. (1, 1, 7-10)2 This shows that some of his former greatness has gone as he has been degraded to serving, what others see as a â€Å"gypsy†. In addition to this the word â€Å"gypsy† also reinforces the Romans disapproval of their relationship as â€Å"gypsy† would give the audience connotations of a promiscuous woman. However moments before this Antony is described to have â€Å"goodly eyes† (1, 1, 2)3 which â€Å"glowed like plated Mars† (1, 1, 4)4. Philo’s reference to â€Å"Mars† the powerful Roman God of war, presents Antony as a powerful, invulnerable God-like being. However this is a demonstration of hyperbole as the reader knows that Antony, no matter how magnificent, is still a fragile and breakable mortal. This use of hyperbole adds humor to the play as the reader identifies the exaggeration and knows that Antony is mortal. This description enables us to see the vivid change in Antony’s judgement. As the play progresses the audience can further observe the deterioration of Antony’s greatness mainly because of awful decisions made by his affected judgement. This mainly happens because he struggles with the choice of whether to devote himself to a life of work, or a life of love. As a powerful Roman military leader and one of the three Roman rulers Antony should have extremely strong work ethics and ideologies, which in turn means any decisions he makes should favour work and responsibility. However this is not the case and his judgement is often affected by his feeling for Cleopatra. In turn this dramatically affects his actions, which contradicts with his ethics of work and responsibility: â€Å"Let Rome in Tiber melt, and the wide arch of the ranged empire fall† (1, 1, 33-4)5. Antony expresses his love for Cleopatra by saying he does not care if the Roman Empire falls. This shows the height of Antony’s love for her and the great deal that she has affected his judgement. This is more so as although this comment rejects Rome it also shows its greatness. As Antony is one of three rulers of Rome it should be his primary concern to uphold the Roman Empire rather than dismissing it for love. In addition to this Antony describes the empire as having a â€Å"wide arch† this metaphor illustrates to the audience that he believes that the Roman Empire is strong and will remain strong without him. Thus he can have a more pleasurable and relaxed lifetime. This quotation is also suggestive of Antony’s highly regarded position in the triumvirate. This is reveled due to Shakespeare’s use of the literary technique of iambic pentameter. As it is very complex to write in it enhances the importance of his speech, this is done primarily because he is stating his passion for Cleopatra which he believes is more important than anything else. During Act 3 Antony catches Thidias kissing Cleopatra’s hand. His jealousy enrages him and he commands his men to â€Å"Take hence this Jack and whip him† (3, 13, 94)6. This is less noble as he displays irrational behavior and angry which are seen as Egyptian traits rather than Roman cultural traits, as Romans are precise, measurable and rational. His treatment of Thidias can be seen as an Egyptian trait mainly because it recalls Cleopatra’s similar treatment to the messenger in Act 2 scene 5 as she also says: â€Å"Thou shall be whipped† (2, 5, 65)7. This again shows irrationality due to love, which both the lovers share. This parallel implies a similarity in their passionate temperament that can be provoked beyond self control. In turn this shows their height of passion as they both are envious and irrationally jealous, which displays the intensity of their love. In addition to this the lack of self control demonstrated by Antony shows his affect of judgment as Romans see self control as an act of responsibly, which is held just as high as their ethics of work. Despite Antony’s less than accurate judgment in previous scenes he is still a Roman at heart and shows certain aspects which benefits Rome and the notion of work. Antony experiences a major emotional struggle when he marries Caesar’s sister Octavia. Antony participates in the marriage for political reasons hoping to cement himself to his responsibilities. However, he was still caught in a struggle between Rome and Egypt.

Stratton's Snow Making Essay Example | Topics and Well Written Essays - 250 words

Stratton's Snow Making - Essay Example According to Rinella in September 2000, Vermont's Killington Ski Resort completed construction of a 1.8-mile pipeline for snowmaking. Killington had been locked into a decades-long battle with conservationists over the depleted status of Roaring Brook (13). In the winter â€Å" Stratton’s secrets of Snow Making† Rinella notes that the stream was anything but roaring; the ski area often sucked it down to a trickle (16). The new $5 million pipeline brings water from Woodward Reservoir in nearby Plymouth and supplies the resort with roughly 500 million gallons in a ski season, or more than twice what several other Vermont areas are allowed to withdraw from nearby streams. Several Vermont ski areas are grappling with complications over their snowmaking policies. Managers at the Sugarbush Resort complain that they can't compete with other resorts due to the limited water allotment. Similar concerns over water allotments prompted Stratton Mountain, another Vermont resort, to build a storage pond. That pond and a nearby lake supply Stratton with 222 million gallons of water during the ski season. "That's enough to cover every trail at the resort with two feet of snow,( â€Å"qtd, in†Frosters, 23). Frosters say "Stratton's snowmaking has been limited by temperatures, not water" (24).

How you can enrich our diverse and inclusive community Essay

How you can enrich our diverse and inclusive community - Essay Example Therefore, it aims to give the best service students and employees can possibly experience so that in a mutual, though usually unspoken understanding, everyone would do his best to do what is expected. As a student, I understand that I am expected to do my responsibilities not only for myself but for the school and community as well. In order to support the vision of the school, I commit myself to an understanding of diversity and being respectful of the rights of everyone I engage with, whether students, professors or staff members. I understand that every person has his/her abilities and capabilities and that I am able to learn from them in different manners so, I want to enter the school with great expectation that each minute I spend with the people here, would add to my knowledge and wisdom. Being a part of the vision, I think I can also be a source of information with my life experiences that brought me to a deeper understanding about life and my motivations of becoming an integral part of the school. Understanding that students and employees come from various races, I can contribute to an inclusive community by respecting other races and creating a welcoming atmosphere for them in my presence. I can do my best to work hard in order to eliminate any discriminative words or actions rather have other people help me be molded to my highest potentials, with the diversity of culture, abilities and capabilities other races possess. I think I can also make a commitment to leadership which means I do not have to be in a recognized position in order to do my obligations as a concerned citizen but that I can contribute to leadership by having the initiative to do what is right. As the school is committed to excellence, I will also do my best not only to acquire knowledge and experience in the school but to join in the commitment of the school and aim to use all my potentials in the attainment of the said goal. I can commit myself not only to the highest

Motivation and success in learning Research Paper - 1

Motivation and success in learning - Research Paper Example For a teacher to create an environment of learning in the classroom that is more student-centered, it is imperative that the out-of-school practices of students are capitalized upon. An essential and common component of the practices out of school is the use of computers in some form. Not all schools provide students with equal access to computers or the Internet. In addition to that, many schools have taken long to capitalize on the computers’ use in order to engage the identities carried by the students outside the school and to improve the experiences of students’ learning. Some of the ways in which teachers can capitalize on the out of school activities of the students is to encourage them to prepare lessons from e-books that they can study on Kindle and Tablet. Students should be encouraged to use interactive media like Skype while doing the classroom tasks as a group when they have to be in different locations. Involving the use of computers in the educational set up is imperative in the present age because it makes the students feel empowered. Students tend to think that they are studying in an advanced system and hence do not underestimate the tendency of their educational institution to empower them to the extent where they can compete with others both academically and professionally on the global scale. Implications of the use of computers as a strategy to improve students’ motivation are increased need to monitor and supervise the students so that it can be ensured that students are making right use of the technological resources rather than using them for leisure or personal activities. Although the strategy of using computers to inculcate intrinsic motivation in the students is quite effective, yet it is important to consider the novelty of such activities of learning while planning for and

Biological differences between different populations. What kinds of Essay

Biological differences between different populations. What kinds of biological differences exist between contemporary humans - Essay Example Following a discussion about origins of biological differences, an account of the various differences observed among different populations is given. The work concludes by highlighting the importance of further research that is required to explore the mechanisms of biological differences further. Key words: differences, populations, biological Introduction If we take a closer look at the anatomical, psychological, behavioral and other aspects of the lives of people around the globe, it becomes clear that there are quite obvious differences that exist among populations. The blacks are well known for their stronger physique while the Asians are considered to have a comparatively higher IQ than other populations in general. Similarly, there are a number of diseases which are more prevalent among certain populations and totally non-existent in others. In terms of social behavior, people from certain populations are known for the aggressiveness while other are noted for being cool minded. These visibly apparent differences raise a number of questions regarding their true origins. Although, a simple approach would be to look for the causes in the political, social and religious spheres of life; yet a truly scientific approach would not miss the option of looking into the biological basis of such manifestations. Such queries may be directed towards delineating macroscopic differences in some cases; while in others the orientation of this quest should be towards exploring the microscopic explanations. Whether microscopic or macroscopic, the biological basis provides a rather novel explanation of the differences observed among various populations of the world as we shall see in the following lines. Discussion The origin of biological differences Human beings as a species have a history which is very rich in events of migration. Whether this migration was for the purpose of survival or for improvement of life standards, the ultimate result was a better adaptation of this species to the various environmental conditions of the planet. Exposure to new lands not only opened doors of opportunity to the migrated, but also provided them a means of intermingling with other population groups, thereby ensuring mating. Although various social and cultural hindrances limited such reproductive encounters; yet the biological aspect has always been favorable for them. In recent times, the promotion of concepts like 'globalization' and 'global village' have removed the remaining barriers to an extent where intermingling of genetic pools of different populations have become easier (Hagen). The basis of biological variation is genetic variation that not only exists among different species but is also observable within species. The basic code that determines the genotype and ultimately the phenotype of an organism is present in the cells of organisms in the form of DNA. The deoxyribonucleic acid (DNA) possesses specialized sequences of genetic information which are te rmed genes; the genes code for specialized proteins which are formed within cells and later perform dedicated functions. The transmission of genetic information from a generation to the next is by means of a specialized method of cell reproduction that is termed meiosis. Crossing-over that occurs between chromosomes during meiotic process ensures shuffling of genetic material; the shuffled genetic code is presented for genetic coding purposes to the next generation. Other methods of alteration in genetic code may include processes like mutations due to radiation or mediation etc. It is obvious from this discussion that transmission of genetic information is a random process, and the genetic pool of a given population is vibrant enough to bring about detectable

Real Estate Development, Construction, Economy Thesis

Real Estate Development, Construction, Economy - Thesis Example The correlation of real estate, construction and economy is so big that a downfall in the industry can jeopardize the whole economy for years. Japan has faced it in the eighties and economies of USA, Britain and many other are facing today. The real estate and construction sectors combined had of late been a booming business all over the world and make up one of the largest business segments in the U.S. economy. Real estate development takes place in three major areas: Residential, Commercial and industrial. In residential segment consumers are encouraged to buy houses on account of low interest rates prevailing in the market, Sub-prime lending, lower return from other segments or stock market investment. Home owners are interested in remodeling old houses that is also part of construction industry real estate According to 'The Economist' the total asset in residential property in developed economies was worth $48 trillion and in commercial property worth $14 trillion in 2002. This was 54% of the total assets in two classes of assets, Property and financial.1.(Wikipedia) From the sources of Bank of International Settlement and wall Street journal it has been found that over three years from 2001-2004 housing values have moved up 63% in Spain, 48% in France, and nearly doubled in South Africa. In single year in 2004 prices have rises 48% in Bulgaria, 19% in Hong Kong and scaled up in China, UK, Australia and India. 2. (Global Real Estate Boom) Real estate prices had unprecedented rise for so long and so fast in many countries of the world-America, Britain, Australia, France Spain, and China. Rising property prices helped to prop up the world economy after the stock market bubble burst in 2000" According to estimates by The Economist, over the last five years the total value of residential property in developed economies has gone up by more than $30 trillion. Over the past five years, to over $70 trillion. This is an increase of about 100% of the combined GDP of those countries. This dwarfs any previous house-price boom. It is larger than the global stock market bubble in the late 1990s or America's stock market Real Estate Dev..3 bubble in the late 1920s (55% of GDP). It is perhaps going to be the biggest bubble in history. There is a definite comparison between the real estate bubble of Japan in 1989 and that of 2005 in USA/UK Real Estate bubbles are created from time to time in some countries at certain intervals though it is not fixed and not forecast able. It occurred in 1920, 1980 and again they are threatening to raise heads in 2007-08 in USA, UK China and some more countries. This time the house prices have been rising up for long. More than 25% of homes bought in USA and UK are for investment purpose not for owner occupation showing that the investment in housing is for speculative motive. Majority of first time buyers did not make any down payment for the loan sanctioned. The home prices in most of countries have gone

Effects of National Culture on Accounting Rule Application Essay

Effects of National Culture on Accounting Rule Application - Essay Example The study will randomly select Certified Public Accountants from eight states to measure contingent liabilities and contingent assets recognition and disclosure decisions. The study will use an analysis of variance to compare the group average to determine if there are any statistically significant differences between the variables. The proposed study has both a theoretical and practical implication. The study will attempt to validate Tsakumis’ survey that applied Gray’s accounting theory with respect to conservatism and secrecy. From a practical application, the study may identify variables that influence an accountant’s disclosure decisions that could lead to improving information reporting between manager and other stakeholders. The cross-border dynamics of the global economy has consistently required businesses to conduct trade across international lines in order to remain or become competitive. In each host country, the authorities require multinational firm s to submit financial statements that adhere to the host nation’s Generally Accepted Accounting Principles (GAAP). However, cultural differences have resulted in accountants exercising a degree of caution relative to adopting new accounting GAAP. The International Accounting Standards Board (IASB) has developed International Accounting Standards (IAS) and, in particular, International Financial Reporting Standards (IFRS). These standards are intended to produce uniformity in financial information reports for all multinational firms globally. In the U.S., the Security and Exchange Commission (SEC) has mandated that all publicly traded firms in the U. S. adopt the IAS by 2016.

Critically assess how extract from Machiavelli's Prince relates to the Essay

Critically assess how extract from Machiavelli's Prince relates to the contemporary issues concerning globalisation and the busi - Essay Example Well-organized states and wise princes have always taken great pains not to make the nobles despair, and to satisfy the people and keep them content; this is one of the most important tasks a prince must undertake.’1 Globalization is the term used to refer to the continuous process by which different economies, societies, cultures and traditions interact with one another (Berberoglu, 2005). A multinational corporation is a company that has operations in more than one country. Multinationals have for a very long time been the major agents of globalization. Multinational business has been in existence since overseas trade began (Toporowski, 2010). In the context, the Prince in Machiavelli’s book can be equated with multinationals or businesses which have international operations. In this age of rapid globalization, there are many issues that multinational companies face as they try to forge new ground in various parts of the world (Berberoglu, 2005). ... He says that when one has the goodwill of the people, he should not have reason to worry that he will not receive their support and cooperation. However, he warns that anyone who ventures to a foreign place and fails to gain the people’s goodwill, he is bound to fail in whatever that he is doing. Machiavelli’s advice to the Prince can be used to look at how multinational companies today can thrive in new areas of operations. It is true that a company cannot just decide to start operations in a certain place and go ahead with it. There are few things that the company has to fulfill before business can start. Many of corporations trying to break ground in new markets have been unable to do so due to the fact that they do not have the goodwill of the countries where they want to set up operations (Choucri, 1991). There have been a number of international bodies and organizations that have been set up to ensure that international dealings are mutually fair. Most of these or ganizations were formed through treaties to ensure that trade between countries does not favor one country at the expense of the other. The organizations also regulate how multinational corporations operate in foreign countries so that no party feels victimized. The regulations set forth by these organizations help multinational corporations to gain acceptance in new regions or countries, as long as the companies fulfill certain obligations (Toporowski, 2010). Two of these organizations are discussed below. The World Trade Organization The World Trade Organization (WTO) is an international organization that deals with and regulates the rules of trade

John Peter Zenger Essay Example for Free

John Peter Zenger Essay Born in Palatinate, Germany, John Peter Zenger (1697- 1746) was a New York printer and journalist. He arrived in New York City at the age of 7 and was trained for eight years by William Bradford, one of the more known writers of American printing. After he completed his training with William Bradford he moved to Chestertown, Maryland to live on his own. In 1722, he returned to New York due to the lack of success he had in Maryland and began his own business in 1726. In 1732 a new governor, William Cosby, desired nothing more but to increase his fortunes. Cosby removed the chief justice, Lewis Morris causing a group of powerful men whose economic goal was being forcefully postponed by Cosby to arise. The group gained popularity and support in New York City. The Gazette, a newspaper that was owned by Zenger’s advisor, William Bradford was controlled by the government. The Morris group, in need of a newspaper to fight its war against the government, chose John Peter Zenger as their printer. The first issue of the New-York Weekly Journal was poorly written but seemed to gain the interest due to its sharp criticism towards the government. On November 17, 1734, John Peter Zenger was arrested for printing rebellious and inaccurate material towards Cosby. Andrew Hamilton represented Zenger and made a dramatic presentation to the jury. After being imprisoned for 10 months Zenger was freed. The case was an introduction to freedom of the press. The case its self had little to almost no effect on freedom printers had on what they published. It did not limit the power of legislature to shut down printers. The Zenger case was brief introduction towards the movement of â€Å"freedoms† of Americans. Also, the case changed the old beliefs of English law, and revealed a new way America would think.

My Jewish Experience Essay Example for Free

My Jewish Experience Essay In a first glance, Hawaii seems to be a country that strictly holds its cultural values and identity with pride, leaving no room for foreign beliefs and practices to grow. However, my first impression has been proven wrong as for the first time, I set foot on the halls of Temple Emanu-el, a Jewish synagogue situated in 2550 Pali Highway, Honolulu, Hawaii, 96817. On a Friday evening, 28 November 2008, half an hour past seven, I was exposed to the practices and beliefs of Orthodox Judaism through Rabbi Peter B. Schaktman .. It was a moment of mixed emotions for me since I only knew Judaism through books, television, films, and internet, and that I thought I would have been overwhelmed by the spectacle of one of the world’s major religious systems However, I was initially surprised by the size of the synagogue as it was totally different from how I had imagined it to be; the place was relatively small, perhaps because Judaism is not Hawaii’s main religion, nevertheless, the size of the place was just different from what I always thought. Judging by the size of the place, I would say that 300~350 people could seat accommodated in the synagogue. The structure’s ceiling was high, and the interior designs made me recall the facades of the Roman Catholic Church. The synagogue also contains what the pastor called an Ark, the ark is a decorated cabinet wherein the Torah of the synagogue is housed And like other places of worship, I also noticed that Temple Emanu-el also has a pulpit in an elevated platform where the torah and other scriptures are read. Judaism is a religion that promotes Jewish identity and culture, I seemed to have noticed that there is not much art in the in the Ark of Temple Emanu-el. The most probable reason is that the Jewish consider that part of the synagogue as the holiest area. Apart from the decorative curtain that serves as the cover for the Ark, the only objects to be seen in the synagogue are object of religious significance such as the ark and a candle stand. The only non-religious object close enough to be considered art were a couple of flowers in vases positioned near the ark. During the worship service proper, the only clergy member present in the synagogue was Rabbi Schaktman. I have no idea as to why he was the only clergyman present during the time, but during the worship services, he was accompanied by a Cantorial Soloist named Ken Aronowitz who sang the songs and hymns. Although religious hymns and songs are not to be appreciated as an artistic effort, I can say that Mr. Aronowitz’s voice is captivating enlightening. While I was participating in the worship services, I have observed that the devotees have the book named Gates of Prayer. I realized that people from the sect consider the book as a guide to the service and to spiritual enlightenment. From my experience that night, it appears that in every service, the Rabbi discusses and interprets every chapter of the book with the devotees. Based on my observation, the book contains the words of God as well as the hymns of praise to God. Continuing further with the practices and rituals, I noticed that a particular differences between Judaism and Christianity, first is on the discussion of the contents of Gates of Prayer. During the service, Rabbi Schaktman read and discussed the distinction of Jews from non-Jews through analysis of the words non-Jews celebrate : Jews Observe. The Rabbi interpreted the exact contents of the book, however, he just used a language that everyone could simply understand. There are certain moments where the Rabbi told us a story based on his experiences and related the story with the topic discussed during that night. And the story the Rabbi used was an article from the newspaper Honolulu Advertiser which revolved around the celebration of thanksgiving. The Rabbi said something about Jewish attitude for Thanksgiving, and in doing so, he implied that as a Jew, celebrating Thanksgiving is violating the Law of Moses and that conforming to tradition not set by God and his prophets Christmas should be eliminated. Another distinction I have observed in the Jewish worship service was the hymn or the songs of praise. In practicing Christianity, I had to separately bring the bible and a book which contains more than 700 songs. In Temple Emanu-el, the words from God (which is taken from the scriptures) and songs were compiled in the Gates of Prayer, and most of the songs of praise appear to be sung in the Hebrew language. In addition, the songs of praise come in between the Rabbi’s preaching. After he finished a paragraph in the book, people sing. Although I couldn’t understand the language of the hymn, the songs definitely got through me in such a way that the tunes of the songs remain in my head. If I had recorder, I really wanted to record the songs but, our instructor advised that it is a rude gesture to bring a recording device and record activities of people we are not familiar with. Another fascinating ritual is the Jewish commemoration of the dead. The walls on both sides of the Temple Emanu-el lists names of more than 500 people on wood surrounding the synagogue and right beside the names were light bulbs with a few turned on.. At first I thought it was some sort of decorative art to make the temple attractive, but I asked to Rabbi after the service, and he said that the names with the light bulbs turned on were the dead people who worshipped in the temple and died during that week or that month. The Rabbi also said that it was the Temple’s way of cherishing the memory of their deceased brothers and sisters. Although the temple’s ritual of honoring the deceased was relatively new to me, it produced a deep impression on me. This is because I only knew of commemorating rituals in the traditions of Christianity. And I personally thought that the Christian practices of preserving the memory of the dead accorded with the other religious systems. Another ritual I saw during my visit at the Temple Emanu-el was the Jewish tradition on marriage. That night, an engaged couple came to the temple with their families, the Rabbi gave them blessing of Lynne Chun and Harvey Reackmil on the occasion of their upcoming marriage, and after the Rabbi granted the blessing, everyone started to say â€Å"mazltof! † I guess that it is their way of saying congratulations to the newly blessed couple. . After the speech of service, Rabbi Schaktman slowly came to our side and tried to make eye contact with each of us. I initially thought that I needed to pay for the collection just like in the Christian church that I used go to. But from the way he looked at us, I felt like he is trying to give us a chance to realize our sins for the past week and prompt us not to make the same mistakes again. Following the ending ceremony of the service, I came to a realization that the Jewish religion is not as promising as it claims itself to be. As far as I respect some of the Jewish beliefs, customs, traditions, and practices, I honestly find Judaism’s norms uncomfortable. One is that the doctrines are so individualistic and very prejudiced as the Rabbi discussed the evils of not being Jewish and how the Jewish way turns out as the right path in life. Also the Rabbi gave us an impression that I and the rest of the class who went there were not welcome in their temple or in their community. Maybe I was just being too sensitive in this matter, but when I tried to talk to the Rabbi, he did not pay any attention to what I was saying or to the questions I were asking. The experience was alienating, although the Rabbi constantly told us to comeback anytime, we felt it was just a gesture with no thought to it. As my disbelief and mistrust in God or any divine being, I find myself unmoved by the beliefs and practices of Judaism. Neither did its changed my skepticism of God As such, visiting the temple and participating in Jewish worship services did not affect my beliefs, ideas, and my own perception of the experience as well as the religion itself. However, it does not necessarily mean that I do not respect Judaism and all of its followers, as a matter of fact; despite the unwelcome treatment we received from the Rabbi, my utmost respect for Judaism and for its believers remain firm. Like other major religions in the world, my visit in Temple Emanu-el has proven that Judaism, as manifested by their doctrines and songs of praise, is a religion rich in tradition, culture, and ways to establish identity. But religion is not about continuation of tradition or establishment of identity, but it is more of professing and expressing personal beliefs regardless of what such beliefs hold.

Tata Motors Capture Increase Market Share In India Marketing Essay

Tata Motors Capture Increase Market Share In India Marketing Essay The acquisition of the two global brands- Jaguar and Land Rover acts in a crucial way to increase and develop the brand reputation and the quality of products for Tata Motors. It provides plenty of opportunity to the Indian consumer and the developing Indian automobile market can also help the launch of brands in the long-term. It can reap economies of scale through component sourcing and low cost engineering. Weakness: With different product portfolios for both brands it will be a challenging task ahead to market the same in the price sensitive Indian market. But this could be overcome through proper market research. Another concern is the diminishing image due to the continued losses and a de motivated work force due to the change in management. With right training and incentives and proper marketing strategies the company can convert these negatives to strengths. Opportunities: This launch is a great opportunity for the Indian customer and target the growing Indian market. Automobile market is developing in India and placed with launch of Nano, Tata Motors will be in a good position capture a larger share of the market. Threats: Increasing fuel prices combined with global meltdown will be a challenge for the company to stay afloat and over come the losses. In addition the strong competition can threaten the expected sales of the company. However the inherent financial and managerial strength of the conglomerate should be able to let the company withstand the challenges and move ahead. A danger that remains is that with the new ownership international brand loyalties may change and customers may move towards other models in the market. Ansoff Matrix: The Ansoff Matrix is an analytical tool that helps managers to devise their product and market growth strategies. It consists of four growth strategies namely- Market penetration, Market Development under new and existing and markets AND Product development, Diversification under new and existing products.  [2]   Ansoff Matrix- Existing product New product Existing market Market penetration This strategy mainly applies for those businesses that focus on selling existing products in the existing markets. It is a low- risk strategy and helps to increase the market share of itsà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢ current products.  [3]   Product development This strategy involves businesses aiming to sell new products in existing markets. This strategy is also a reason for acquiring another company as the costs of starting another company can be saved and different types of customers can be catered. This strategy is also useful for businesses using brand expansion strategies.  [4]   New market Market Development This method serves for those businesses that apply the strategy of selling existing products into newer markets.  [5]  Such techniques are used by businesses that plan to expand their business and attain higher customer base. Diversification It refers to the high risk growth strategy that involves a business marketing new products in new markets. Parent companies can benefit from having a presence in a range of products and markets in different regions of the world.  [6]   Market Penetration- Tata could continue with the same strategy that it had adopted for the UK for the rest of world. The estate, coupe and open saloon models of Jaguar and the Freelander and Range Rover sport of Land Rover selling in the existing markets UK can help them to gain profits and increase in sales in other markets due to the reputation of the brands. For the new models that are planned to launch, promoting and advertising can be a good choice for the firms to maintain their position in the market and to attract more consumers and build customer loyalty. Tata Indica and other commercial vehicles like Tata Ace are examples of Tataà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s market penetration strategy that exist in the existing markets and are still earning them great profits. Market Development Tata Motors have applied this strategy to this launch plan as they are already beginning to sell the most famous and highly appreciated products of both the brands such as the XF, XK and XJ models of Jaguar and Defender, Discovery, Range Rover Sport and Range Rover models of Land Rover in the Indian market that is completely new for both the firms. Also, while the other long and short-term plans are being strategized, these products can help the firm to have a great introduction to the market and the reviews can help the business in planning for their future types of products. Establishing popularity and brand loyalty with successful products can be a good option for the firm to begin with in India. Product Development- Tata Motors are launching the smallest car the famed Tata Nano in the Indian markets which is a new product by the firm and launched in existing markets of India and other countries where Tata Motors operate. This car can be useful for the firm as they can easily generate profits through this product as well as their brand name. Also, the firm can compete with other businesses in the same market with the help of these products. Tata Starbus and Tata Xover are other new products that have been launched by Tata Motors in India and other existing markets of Tata Motors. Diversification- The new products planned by Tata Motors through the Jaguar and Land Rover brands can be categorized in diversification. The company plans of manufacturing hybrid, electric and bio-fuels based and environmental friendly cars with the help of latest technology through both of these brands which can be useful in boosting the brand image of the firm. Also, there may be an increase in the profits of the firm as the hybrid cars are said to be the future of automobiles in order to save the earth from pollution. These new products launched in the new markets of India and others can be termed as diversified strategy of the firm. Tata Nano can also be included in this strategy as it is also a new product and is planned to be launched into new markets of African and Asian countries. Asset led marketing: Asset led marketing is a strategy that is adopted by the business for the sales of their products or services. Here, the firm uses its intangible assets for introducing a new product in the market. Tata Motors is a well-established and well-known firm and a part of the parent company Tata and Sons. Thus, in order to launch its products or services in the market and start off with immediate sales and profits, Tatas can use this which may even be applicable for launching the two automobile brands. Tata Motors have been in the news for past several months due to the launch of the worldà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s cheapest car in India- Tata Nano manufactured by their own company. Simultaneously launching two brands can help Tatas in gaining a lot of customer attention and thus a larger customer base. The well established and elegant brands with the giant prestige of Tata Motors can help the firms in garnering huge amounts of profits and gaining control over their competitors. Evaluation : The biggest advantage of this acquisition is that the firm might see an increase in sales of the cars due to both firmsà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢ worldwide luxury brand reputation and also due to the services and quality provided by the cars. But at the same time, the number of competitors in the booming automobile market of India has increased and finding their way out to satisfy the customers with different marketing strategies can be very costly for the firm. Tata Motors can implement various strategies such as advertising and also, various schemes can be used which guarantee consumer satisfaction and can also prove to be a part of customer attraction. These strategies can prove to be useful in boosting the brand image and the sales of the company as well. Short- term problems faced by the firm may be the recovering of the costs that has been put into the acquisition and the launch of Jaguar and Land Rover cars. The high manufacturing costs of Tata Motors, Jaguar and Land Rover might prove to be another reason for the losses in the accounts of the Tata Motors. The long-term problems can be an increase in competition as the Indian automobile market is developing at a rapid rate. If the company suffers losses, then there might be the need for job redundancies, thus leading to worker de-motivation. Conclusion: To conclude, the acquisition of Jaguar and Land Rover brands may be risky due to the global slowdown but Tata Motors with its brand name and established presence in India can succeed in the long run. Tata Group, a huge multinational giant worldwide can capitalize through cross-subsidization. I think that by promoting the products and launching it along with Tata Nano will be useful as each can be a backup for the other in the future. The workforce can be motivated through good learning experience as they may have access to the technology used in manufacturing these premium cars but at the same time, if the products fail to create a mark on customers, the workers may feel insecure as job redundancies may be adopted by Tata Motors to struggle with their own financial portfolio. 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