Drinking culture Essay

Alcohol marketing is a global phenomenon, in which an increasingly small number of companies spend considerable sums to establish and embed their brands in the lives and lifestyles of populations. Market research data offers insight into the size and extent of the global alcohol trade, and the magnitude of alcohol advertising expenditures. Recent examples of alcohol marketing in a variety of national contexts illustrate the techniques used by the global companies. The effects of this marketing on young people are described in reviews of recent research studies on youth exposure to alcohol marketing and the effects of that exposure, interpretive models to explain the effects of alcohol marketing on young people, whether alcohol advertising targets young people, and assessments of the effectiveness of regulatory restrictions on marketing and other countermeasures. Despite the failure of public health research to keep pace with newly developing marketing technologies, there is a growing body of evidence that alcohol marketing influences young people’s drinking behavior. Measures to reduce that impact should be considered by national governments seeking to limit the public health burden caused by harmful use of alcohol. KEY WORDS: alcohol, advertising, youth, globalization, marketing. AUTHOR ’ S NOTE : Support for development of an earlier version of this paper was provided by the World Health Organization.  © 2010 by Federal Legal Publications, Inc. 58 GLOBAL ALCOHOL MARKETING From a public health perspective, alcohol marketing matters. While there is tremendous diversity in the kinds of alcohol available throughout the world, from communally-produced traditional beverages to globalized mass consumer products, the globalized beverages play a particular role. They are, of their essence, marketed products, and as such are often the most visible manifestation of alcoholic beverages in a society. In this sense they lead the market for alcoholic beverages, providing an affordable badge of participation in western culture. As socioeconomic status rises in a developing nation, the likelihood of using these products tends to increase, along with western cultural orientation (Eide, Acuda, & Roysamb, 1998). Globalized alcoholic beverages are branded products, and benefit from the latest developments in marketing technology designed to embed the brand in the lives and minds of the target consumers (Aaker, 1996). Branding and marketing knowledge are critical to their globalization because, according to one researcher working from the standpoint of the survival of global firms, â€Å"in non-science-based industries such as alcoholic beverages .. . brands and marketing knowledge rather than technological innovation are central in explaining the growth and survival of multinational firms† (Lopes, 2003). Using this marketing knowledge, the global brands gain ubiquity through traditional media, sponsorships, and on-premise promotions, as well as â€Å"new media† such as mobile phones, podcasting, and the Internet. Both research on the health effects of this marketing activity and public health responses to mitigate those effects are hard pressed to keep up with the industry’s pace of innovation. Given this situation, this article reviews the shape and size of the global supply of marketed alcoholic beverages, describes some of the forms this marketing is taking in developed and developing societies, summarizes research on the effects of that marketing, and then outlines possible public health policy responses. 59 The global alcohol market: An overview According to Impact Databank, a leading market research firm serving the alcoholic beverage industry, premium globalized (branded) spirits account for approximately 44% of the total spirits products available around the world (Banaag, 2009). The alcohol industry funded International Center for Alcohol Policies reports that branded beer accounts for at least 38% of globally-available beer, and branded wine makes up at least 27% of the global wine supply (International Center for Alcohol Policies, 2006). Global value of the branded sector is unknown; however, sales volume of a single market—the United States—was estimated at $154. 9 billion in 2004 (Adams Beverage Group, 2005). Advertising expenditures (on broadcast, in print, and out-of-home) in that market in 2005 were $2 billion (Center on Alcohol Marketing and Youth, 2007b). According to the U. S. Federal Trade Commission, total alcohol marketing expenditures in the United States are approximately double this figure, with the remainder spent on â€Å"unmeasured† marketing activities such as sponsorships, product placements, campus promotions, and point-ofpurchase advertising (Federal Trade Commission, 2008). According to Adams Beverage Group, another industry market research firm, spirits and beer marketing account for more than 93% of measured alcohol advertising expenses in the United States. These two sectors likely dominate in the rest of the world as well, and this section will focus on the activities of global marketers in these two categories. Within the global beer and spirits industries, a small number of companies dominate. As of 2007, 44. 9% of global branded spirits were marketed by the ten largest companies, as shown in Table 1. High levels of concentration have been the rule in this segment of the industry since at least 1991 (Jernigan, 2009), through multiple waves of mergers that have increased the size of the top five companies (now with a market share of approximately 36%) relative to the rest of the market. * 60 GLOBAL ALCOHOL MARKETING TABLE 1 Ten largest global distilled spirits companies, 2006 and 2007 *Not in the top 10 in 2006. SOURCES: Impact Databank 2008a, Impact Databank, 2008c. TABLE 2 Ten largest brewers, 1979/80 and 2007 *Not in the top 10 in 1979/80. SOURCE: Cavanagh and Clairmonte, 1985; Impact Databank 2008b) 61 The majority of the market share for globally-branded beer, in contrast, has only recently concentrated in the hands of the ten largest brewers. The five leading brewers directly control more than half of the global market as estimated by Impact. As of 2008, concentrating and combining continue: InBev recently acquired Anheuser-Busch, which in turn has the majority ownership stake in Grupo Modelo but does not have management control, and which also owns 27% of Qingdao; while SABMiller merged with Molson Coors to form MillerCoors. (Market share information after these mergers is not available at this writing—Table 2 reflects the most recent data available. ) According to Advertising Age, six of these alcoholic beverage producers are among the world’s 100 largest advertisers (Wentz, 2007). As Table 3 shows, the spending of these companies is heavily concentrated in the United States and Europe. Global advertising expenditures of these six companies alone totaled more than $2 billion in 2006. Advertising Age’s figures are probably not complete, and they do not add spending of wholly- or majority-owned subsidiaries into the spending of the parent company. The publication provides data on advertising spending in 86 countries, but only provides the top 100 globally, and the top 10 spenders by country. As shown in Table 4, the leading companies or their subsidiaries are among the top 10 in 15 of the 86 countries—12 developing countries, one emerging market, and two developed nations. The shape of contemporary alcohol marketing As branded products, alcoholic beverages build their identities with a complex mix of marketing technologies. As a leading marketing theorist has written, â€Å"The presence of a brand (or even the attitudes held toward it) can serve to define a person with respect to others† so that the â€Å"brand becomes an exten- 62 TABLE 3 GLOBAL ALCOHOL MARKETING World’s largest alcoholic beverage advertisers and their advertising expenditures by region, 2006 SOURCE: Wentz, 2007. Other includes Canada, Africa and the Middle East. TABLE 3 Alcohol marketers among the ten largest advertisers in a country, by region, 2006 63 SOURCE: Wentz. 2007. The Shape of Contemporary Alcohol Marketing. 64 GLOBAL ALCOHOL MARKETING sion or an integral part of the self† (Aaker, 1996). Marketers accomplish this extension of the self by embedding brands in the lives and lifestyles of the target consumers, positioning them as an integral part of cultural and sporting events, as well as cultures, lifestyles, and even value systems (Fleming & Zwiebach, 1999; Klein, 1999). The mix of technologies employed to accomplish this include traditional advertising as well as sponsorships, sweepstakes, couponing, product placement, new product development, point-of-purchase materials and promotions, person-to-person and viral marketing, distribution and sale of branded merchandise, and the use of new and emerging technologies such as mobile phones and the Internet. The advertising spending figures above are for traditional or â€Å"measured† advertising activity alone. In this arena, alcohol marketing gains enormous exposure to the population, both that of legal drinking ages and below that age. Researchers in China have estimated that a city-dwelling young person who watches an average of 2 hours of evening television will see more than 900 alcohol ads a year (Zhang, 2004). In Australia, a Curtin University research group used advertising industry data to compare the exposure of underage and young adult drinkers to alcohol advertising on television. The researchers found that 13- to 17-year-olds were exposed to the same level of alcohol advertising as 18- to 24-year-olds (the legal drinking age in Australia is 18), and that 90% of alcohol ads, mostly for beer and premixed â€Å"alcopop† drinks, were screened when more than 25% of the viewing audience was underage (MacNamara, 2006). In Spain, researchers analyzed alcohol advertising in youthfocused written mass media from 2002 to 2006. The study found that alcohol advertising comprised 3. 8% of all magazine advertising and 8. 6% of the advertising in magazines which permitted alcohol advertising in their pages. Three out of six youth-oriented magazines identified permitted alcohol advertising (Montes-Santiago, Muniz, & Bazlomba, 2007). 65 In the United States, the Center on Alcohol Marketing and Youth at Georgetown University has also used market research databases to find, for example, that U. S. television advertising for alcohol in 2007 reached 96% of the adult population (defined in the U. S. as those 21 and over) an average of 446 times. At the same time, the advertising reached 89% of youth under the legal drinking age (i. e. , ages 12 to 20) an average of 436 times (Center on Alcohol Marketing and Youth, 2008). Magazine advertising for alcohol in 2006 reached 94% of the adult population an average of 77 times, and 90% of youth (ages 12 to 20) 89 times (Center on Alcohol Marketing and Youth, 2007a). On radio, analysis of a sample of 67,404 airings of advertisements for the 25 leading brands of alcohol found that nearly half (49%) of the advertisements were placed in programming with disproportionate numbers of listeners below the legal drinking age, while 14% of the placements violated the 30% voluntary maximum for youth audience composition set by alcohol industry trade associations (Jernigan, Ostroff, Ross, Naimi, & Brewer, 2006). Because of disparities in access to health care, youth of Hispanic and African heritage in the U. S. are at higher risk of alcohol problems if they drink (Galvan & Caetano, 2003). They are also often exposed to substantially more alcohol advertising than youth in general: In English-language national magazines in 2004, Hispanic youth saw 20% more advertising per capita and African-American youth were exposed to 34% more alcohol advertising per capita than was the average for youth in general (Center on Alcohol Marketing and Youth, 2005b; Center on Alcohol Marketing and Youth, 2006). Analysis of Nielson television ratings data from September 1998 to February 2002 confirmed that young African-American males (ages 6 to 17) were exposed to 31% more alcohol advertising on television than white youth, and that young AfricanAmerican females were exposed to 77% more television advertising for alcohol than their white peers. Furthermore, the racial differences in levels of exposure appeared to be increasing over time (Ringel, Collins, & Ellickson, 2006). 66 GLOBAL ALCOHOL MARKETING. As stated above, this â€Å"measured† marketing activity is only a fraction of what the global alcohol marketers spend each year. According to Klein (1999), in the early 1990s the amount of money spent by marketers on â€Å"unmeasured† activities increased dramatically. In 2008, the U. S. Federal Trade Commission (FTC) reported for the first time on the measured and unmeasured marketing expenditures of 12 of the largest companies, accounting for approximately 73% of sales of alcohol in the U. S (Federal Trade Commission, 2008). According to the FTC, these manufacturers spent 44% of their marketing dollars on the traditional measured media of print, radio, television and outdoor. Other significant categories included point-of-sale advertising and promotions (18. 8%), sponsorship of sporting events, sports teams or individual athletes (10. 9%), and promotional allowances to wholesalers and retailers (7. 5%). The balance between measured and unmeasured activities may vary by company as well: In its 2005 Annual Report, Diageo reported spending ? 1,023 million ($1,760 million) on marketing, far more than the $409 million reported by Advertising Age as its expenditure on advertising for 2004. Alcohol companies typically employ a mix of unmeasured activities, tailored to the brand as well as to the cultural, religious and regulatory context. For example, sponsorship is a huge area of activity. Within this category, sponsorship of sporting events is widespread. Anheuser-Busch, for instance, sponsors the FIFA World Cup, while nearly every team in World Cup competition has an alcohol sponsor. In fact, Anheuser-Busch is the second highest spender on sponsorships in the U. S. , behind PepsiCo, Inc. , spending $260-265 million in 2004 (Sparks, Dewhirst, Jette, & Schweinbenz, 2005). Beer company sponsorship of sports in China is increasing, with Anheuser-Busch sponsoring the Budweiser University League Soccer Games, amateur soccer tournaments, the 2004 Chinese Olympic Team, and the 2008 Beijing Olympic Games, while Heineken sponsors the Heineken Open Shanghai tennis tournament (Sparks et al. , 2005). 67 Such sponsorships increase the televised visibility for alcohol brands. Various researchers in the U. S. have monitored alcohol advertising during televised sporting events every five years since 1990-1992. The most recent study, covering the years 2000-2002, found an increase from 10 years earlier in the number of alcohol commercials airing during professional sports telecasts, the appearance of ads for â€Å"alcopops† only during college sporting events, as well as substantial numbers of alcohol-themed on-screen graphics such as â€Å"Bud Play of the Day† or â€Å"Busch Racing Leaders† appearing at the same time that the amount of alcohol signage within stadiums themselves has declined (Zwarun, 2006). Sports are not the only events receiving sponsorship dollars from alcohol producers. For example, the two leading breweries in Nigeria—one controlled by Guinness/Diageo, the other by Heineken—sponsor the National Annual Essay Competition, fashion shows and beauty contests on university campuses, university sporting events, musical segments of radio programs, radio call-in shows about particular alcohol brands in which correct answers win prizes, tours of foreign musical stars, and end-of-year carnivals at beaches or in parks (Jernigan & Obot, 2006). Faced with marketing restrictions, alcohol producers have also carried their alcohol brand names into other areas, such as the Carlsberg Hot Trax stores selling comic books, sports trading cards, and compact disks in Malaysia in the mid-1990s (Jernigan, 1997). Point-of-purchase is another important form of marketing. Researchers in the United States studied 3,961 retail outlets selling alcohol in 329 communities across the country. The majority of the stores (94%) had some form of point-ofpurchase alcohol marketing, while close to half (44%) had interior alcohol marketing materials placed at low heights, that is, within 3. 5 feet of the floor, where it would be more likely to be seen by children and adolescents than by adults (TerryMcElrath et al. , 2003). 68 GLOBAL ALCOHOL MARKETING Product placement in film and television is another means to increase the visibility of alcohol brands. According to Anheuser-Busch’s website, in the past 20 years it has placed its products in Wedding Crashers, Batman Begins, Seabiscuit, Spider Man, Oceans Eleven, Terminator 3, Dodgeball, Collateral, Good Will Hunting, As Good As It Gets, Jerry Maguire, Children of a Lesser God, Mission Impossible, Ace Ventura: Pet Detective, Forrest Gump, The Silence of the Lambs, Platoon, Dirty Dancing, Working Girl, Top Gun, Rain Man, Erin Brockovich, and Close Encounters of the Third Kind. These placements ripple into theaters all over the world, and then onto television, where they promote alcohol brands even in markets with restrictions on broadcast advertising of alcohol. Product placement has also become common in popular music, particularly rap and hip-hop. A recent study of alcohol mentions in rap music found that from 1979 to 1997 such references increased five-fold, with a particular increase in appearances of liquor and champagne brands after 1994. From 1994 to 1997, 71% of the rap songs that mentioned alcohol in this study’s sample named a specific alcohol brand (Herd, 2005). Content analysis of 1,000 of the most popular songs from 1996 and 1997 revealed that this phenomenon is far more pronounced in rap music (47% of rap songs in the sample studied had alcohol references) than in country-western (13%), top 40 (12%), alternative rock (10%) or heavy metal (4%) (Roberts, 1999). These mentions were not always paid placements, but some certainly were according to news reports (Campbell, 2006). In Africa, Diageo went one step further than product placement in films. In 1999, the company introduced a fictional spokesman, Michael Power, for its Guinness Stout brand. Power appeared in billboards and in a series of mini-adventures on radio and television, culminating in a starring role in a full-length feature film, Critical Assignment, which Diageo offered for free throughout the continent, spending $42. 4 million on the brand in 2003 alone. The company’s commercial director for Africa credited this campaign with increasing sales of Guinness in Africa by 10% in 2003, five times the 69 increase the brand enjoyed worldwide that year (Jernigan & Obot, 2006). Mobile phones are a new frontier for alcohol marketing. Market research firms estimate that by 2010, spending on mobile phone advertising and marketing will total â‚ ¬700 million in Europe and $1. 3 billion in the United States (Pfanner, 2006). According to Advertising Age, 81% of 18 to 21 year-olds, 68% of 16 to 17 year-olds, and 49% of 13 to 15 year-olds in the United States have cell phones, with the latter group the most likely to use their phones to participate in TV or radio polls, purchase ringtones, play games, and send text messages. Despite these statistics, Anheuser-Busch recently announced its intention to broadcast 18 ads per hour in programming from ESPN, Fox, ABC, and MSNBC distributed over MobiTV’s 30 channels of programming for cell phone users (Mullman, 2006). For years, in the United States Anheuser-Busch has run its own sports programming production unit, filming sporting events that feature the company’s logo prominently for broadcast on commercial outlets such as ESPN (Buchanan & Lev, 1989). In August 2006, the company announced the establishment of its own entertainment programming production unit to produce humorous shorts and sitcom-type programs. The company announced a new distribution channel for this programming in September 2006, â€Å"BudTV,† a new on-line entertainment network that would carry at least six types of programming, including comedy, reality, sports, and talk. According to company vice president Anthony T. Ponturo, going forward â€Å"the Internet will be equal to or better than television,† particularly in reaching the company’s target audience of males 21 to 34 (Elliott, 2006). The company announced it would double its annual spending on Internet advertising, to an estimated $90 million. Alcohol marketing on the web easily transcends national boundaries (and regulations). Research in the U. S. has found 70 GLOBAL ALCOHOL MARKETING large numbers of underage persons making in-depth visits (i. e. , visits beyond the age verification screens at the front end of many alcohol Web sites) to branded alcohol Web sites (Center on Alcohol Marketing and Youth, 2004). According to a survey of alcohol Web sites in 2003, the sites were filled with â€Å"sticky content† that may be attractive in particular to youth: video games, downloadable audio and video files and screensavers, make-your-own-music-video features, opportunities to create an online avatar and interact with others, practical joke postcards, and humorous customizable e-mail features that have the advantage of turning users into marketers, engaging in â€Å"viral† marketing that makes them inadvertent promoters of the brand to their friends by sending branded ecards and the like. Evidence of the effects of this marketing on youth When the U. S. Federal Trade Commission looked at the issue of alcohol advertising and youth in 1999, it concluded that â€Å"while many factors may influence an underage person’s drinking decisions, including among other things parents, peers and media, there is reason to believe that advertising also plays a role† (Federal Trade Commission, 1999). In 2000, a special report to the U. S. Congress on alcohol decried the lack of longitudinal studies assessing the effects of alcohol advertising on young people’s drinking behavior, and concluded that, â€Å"survey studies provide some evidence that alcohol advertising may influence drinking beliefs and behaviors among children and adolescents. This evidence, however, is far from conclusive† (U. S. Department of Health and Human Services, 2000). The intervening years, however, have witnessed an outpouring of new studies, looking particularly at alcohol advertising’s impact on youth. The most recent systematic review identified 13 longitudinal studies published in peer-reviewed literature, following up a total of more than 38,000 young people. The 71 review concluded that these studies consistently suggest that exposure to media and commercial communications about alcohol is associated with a greater likelihood that adolescents will initiate alcohol consumption, or drink more if they are already drinking at baseline (Anderson, De Bruijn, Angus, Gordon, & Hastings, 2009). Beyond documenting youth exposure to alcohol marketing (described above) and quantifying the effects of that exposure (this literature has been systematically reviewed three times in recent years—see Hastings, Anderson, Cooke, & Gordon, 2005; Smith & Foxcroft, 2007; Anderson et al. , 2009), researchers have also sought to develop interpretive models to explain the effects of alcohol marketing on young people, to assess whether alcohol advertising targets young people, and to quantify the effectiveness of regulatory restrictions on marketing and other countermeasures. The following sections will review developments since 2004 in each of these three categories. Interpretive If alcohol advertising affects young people’s decision making models regarding alcohol use, how does this occur? Early work on alcohol advertising and youth tended to rest on a simple theoretical basis: Exposure to alcohol advertising influences youth drinking behavior. However, more recent studies have pointed to the importance of alcohol advertising in shaping youth attitudes, perceptions and, particularly, expectancies about alcohol use, which then influence youth decisions to drink. Thus, in addition to measuring exposure and drinking behavior, researchers have increasingly included measures of attitudes and expectancies about alcohol use, integrating these variables into media effects models. For example, the Message Interpretation Process (MIP) model posits that children process media messages using a combination of logic and emotion or wishful thinking, and that the latter may override the former, a viewpoint consistent with the neurobiological evidence described above. In the case of alcohol advertising, the MIP model has been shown in cross-sectional research to suggest a cognitive progression from liking of alcohol ads (an 72 GLOBAL ALCOHOL MARKETING affective response associated with the desirability of portrayals in the ads and a resulting identification with characters in the ads) to positive expectancies about alcohol use, to intentions to drink or actual drinking among young people (Austin & Knaus, 2000; Austin, Pinkleton, & Fujioka, 2000). What young people appear to like in alcohol advertising is elements of humor and story, with somewhat less appreciation of music, animal characters, and people characters. Liking of these elements significantly contributed the overall likeability of specific advertisements, and then to greater likelihood of intent to purchase the product and brand advertised (Chen, Grube, Benjamin, & Keefe, 2005 ). The same study also found that young people are not interested in alcohol advertising stressing product attributes or discouraging underage drinking, and exposure to these was associated with less desire to purchase the product. Testing of the MIP model on cohorts of young people (defined as ages 15 to 20) and young adults (ages 21 to 29) provided further evidence of the validity of this model for describing youth decision-making processes. While exposure to alcohol advertising shaped attitudes and perceptions about alcohol use among both cohorts, these attitudes and perceptions predicted only the young people’s positive expectancies about alcohol and intentions to drink, but did not affect the young adults’ expectancies and alcohol consumption (Fleming, Thorson, & Atkin, 2004). While improved specification of the model of how alcohol advertising may affect young people’s drinking has in turn strengthened the statistical relationships found in this body of research, the studies thus far have continued to be hindered by their cross-sectional designs, which render conjectures about causality more difficult than longitudinal surveys. The fourth group funded by the NIAAA to study alcohol advertising and youth is focused on this question of how young people’s interpretive processes might explain the influence of alcohol advertising on them. A cross-sectional analysis of the first 73 wave of data collection from the study confirmed that adolescents progressively internalize messages about alcohol, and that these messages affect their drinking behaviors. Subjects who watched more primetime television found portrayals of alcohol in alcohol advertising more desirable, and showed greater desire to emulate the persons in the ads. These were associated with more positive expectancies about alcohol use, which then positively predicted liking beer brands as well as alcohol use (Austin, Austin, & Grube, 2006). Early analysis of longitudinal data from the work of this research group has revealed a positive relationship between liking of alcohol ads at baseline and alcohol consumption over a follow-up period of three years, among a cohort of 9- to 16year-olds from nine counties in the San Francisco Bay Area. The effects of liking the ads were mediated through expectancies about alcohol use, as well as through normative effects of the exposure to alcohol advertising. Young people who liked alcohol advertising not only believed that positive consequences of drinking were more likely, but also were more likely to believe that their peers drank more frequently, and that their peers approved more of drinking. All these beliefs interacted to produce greater likelihood of drinking, or of intention to drink within the next year. Furthermore, the causal arrows all pointed in one direction—that is, positive expectancies about alcohol use did not predict greater liking of the alcohol ads, nor did assumptions about peer drinking or peer opinions of drinking (Chen & Grube 2004). While most alcohol advertising on television is for alcohol products, alcohol companies also place substantial amounts of what are dubbed â€Å"responsibility† ads, which may discourage drunk driving or underage drinking, or otherwise encourage people to use alcohol responsibly and in moderation. According to the Center on Alcohol Marketing and Youth, from 2001 to 2003 alcohol companies placed 21,461 such ads, compared with 761,347 product ads. Youth were substantially more likely to be exposed to product than to responsibility 74 GLOBAL ALCOHOL MARKETING ads: in 2003, they were 96 times more likely to see a product ad than an industry-funded ad about underage drinking, and 43 times more likely to see a product ad than an industry ad about drinking-driving (Center on Alcohol Marketing and Youth, 2005a). A recent study attempted to assess the impact of these messages on young people, and concluded that the advertisements were examples of strategic ambiguity, defined as â€Å"the strategic and purposeful use of messages with high levels of abstraction to simultaneously accomplish multiple, and often conflicting, organizational goals† (Smith, Atkin, & Roznowski, 2006). More so with teens (age 16 to 18 in the study’s sample) than with young adults (age 19 to 22), young people drew diverse messages from the advertisements. In the context of little evidence that such advertising is effective in encouraging responsible drinking behavior (DeJong, Atkin, & Wallack 1992), the study found that young people’s evaluative responses about the brewers who placed the ads were predominantly favorable, while interpretations taken from the ads were mostly pro-drinking. Grube and Waiters (2005) recently reviewed the evidence on the content of alcohol messages in the mass media and their effects on drinking beliefs and behaviors among youth. They begin by pointing to the largely positive message environment about alcohol that exists in the mass media outside of paid advertising, including television programming, film, popular music and music videos, Internet content (as opposed to paid Internet advertising, and including alcohol company Web sites), and magazine content. The impact of this content on young people’s drinking behavior has mostly gone unexamined in the scientific research literature. Their review of the evidence regarding alcohol advertising’s effects concludes that â€Å"survey research studies on alcohol advertising and young people consistently indicate that there are small, but significant, correlations between awareness of and liking of alcohol advertising and drinking beliefs and behaviors among young people† (Grube & Waiters, 2005). 75. Whether alcohol advertising targets young people Even if there is a relationship—which longitudinal research studies suggest may be causal—between youth exposure to alcohol advertising and youth drinking behaviors, is the level of youth exposure to alcohol advertising in the mass media the result of intentional targeting, or simply incidental to the alcohol industry’s efforts to reach its principal target (usually identified in the United States as young adults age 21-34 [Theodore, 2001; Riell, 2002])? In 2003, an article appeared in the Journal of the American Medical Association alleging that magazine advertising by beer and liquor companies is associated with adolescent readership (Garfield, Chung, & Rathouz, 2003). Based on a census of the alcohol advertising in 35 major U. S.magazines appearing from 1997 to 2001, the study used market research data to estimate adolescent (ages 12 to 19), young adult (ages 20 to 24) and older adult (ages 25 and above) readers of those magazines, and found that, after adjusting for magazine characteristics, every additional million adolescent readers predicted a 60% increase in the rate of beer or distilled spirits advertising appearing in the magazine.

Marlow Lie Essay

Victorian  viewpoint,  and  often  paints  them  as being  the  embodiment  of  the  more  pure  and  gentle  aspects  of  human  nature. Conrad  makes many  references  to  a  belief  that  women  live  in  an  ideal  world  which  is  separated  from  the  evil side  of  human  nature  explored  in  the  story,  emphasizing  that  they  must  be  protected  from  this darkness  at  all  costs. This  theme  can  be  justified  by  many  details  within  {em  The  Heart  of Darkness},  but  at  the  same  time  there  are  a  number  of  points  in  the  story  which  stand  in  stark contrast  to  this  portrayal  of  women  as  noble  and  exalted  creatures. One  of  the  first  incident  where  Conrad  discusses  women  in  an  idealized  manner  occurs  in  the very  beginning  of  {em  The  Heart  of  Darkness},  as  Marlow  is  about  to  depart  for  Africa. During his  final  meeting  with  his  aunt,  she  talks  to  him  of  how  noble  she  feels  the  Company’s  attempts to  civilize  the  African  natives  are:  an  opinion  which  makes  her  nephew  rather  uncomfortable. â€Å"It’s  queer,†Ã‚  he  says,  Ã¢â‚¬Å"how  out  of  touch  with  truth  women  are. They  live  in  a  world  of  their  own, and  there  has  never  been  anything  like  it,  and  never  can  be. It  is  too  beautiful  altogether,  and  if they  were  to  set  it  up  it  would  go  to  pieces  before  the  first  sunset. †Ã‚  Marlow  believes  that  women cannot  perceive  the  horrors  that  men  are  capable  of  because  they  are  so  distant  from  them  by virtue  of  their  sex. Another  graphic  example  of  this  attitude  comes  when  Marlow  makes  a reference  to  Kurtz’s  fiancee,  known  as  his  Intended. He  says  of  her:  Ã¢â‚¬Å"Oh,  she  is  out  of it ­Ã‚ ­Ã‚ ­completely. They ­Ã‚ ­Ã‚ ­the  women,  I  mean ­Ã‚ ­Ã‚ ­are  out  of  it ­Ã‚ ­Ã‚ ­should  be  out  of  it. We  must  help  them

Free Movement of Goods Essay Example | Topics and Well Written Essays - 2500 words

Free Movement of Goods - Essay Example (a) Under Portuguese law the Company has to pay a small fee to the Portuguese government agency when it exports goods to Portugal. In order to answer this is question it needs to discuss Article 23-25. For trade between Member States of the EU, the basic rule is laid down in Article 25(12) EC. 'Customs duties on imports and exports and charges having equivalent effect shall be prohibited between Member States. This prohibition shall also apply to customs duties of a fiscal nature.' It was held that Article 25 (then Article 12) could be relied on by individuals in the national courts in Case 26/62 Van Gend en Loos2. This was the first case in which the ECJ held that a Treaty article could have 'direct effect' Customs duties as such were successfully abolished early in the history of the Community (July 1968). However, it was not originally clear what was covered by the concept of 'a charge having equivalent effect' (CEE). The Commission brought a number of cases against Member States in the 1960s and the ECJ took the opportunity to give a very wide meaning to this phrase. One such Case 24/68 Commission v Italy ('Statistical Levy')3, involved an Italian levy on imports and exports across its borders. ... The ECJ emphasised that it is the effect, not the purpose, of the levy that matters: extra fees and charges are likely to put imported goods at a disadvantage compared with domestically produced goods. It also dismissed the Italian Government's argument that the statistical data was a 'service' to traders, which they should pay for. The ECJ ruled: 'Any pecuniary charge, however small and whatever its designation and mode of application, which is imposed unilaterally on domestic or foreign goods by reason of the fact that they cross a frontier constitutes a charge having equivalent effect'. The key part of this definition or test is whether the sum of money has become payable because goods have crossed a frontier within the EU. If it can be shown that the sum is payable for some other reason - for example as payment for a specific service carried out for the trader, such as provision of storage facilities, then it follows that it is not payable because goods have crossed a frontier, and so does not fulfil the Court's definition of an illegal charge. The ECJ has held that the prohibition on 'charges of equivalent effect' also applies to goods imported directly from third countries: see Case 37, 38/73 Diamantarbeiders v Indiamex,4. This means that the CCT duty can be levied on such goods, but no other charges can be added by the Member States. The EC Treaty does not contain any exceptions or defences to Article 25 (the prohibition is strict and absolute) but there are some situations that fall outside the prohibition because they do not fulfil the above test. The money raised by those fees is to pay for a data information service in respect of goods imported into and exported from Portugal. In Case 63/74 W. Cadsky SpA v Instituto nazionale

Antonio Lucio Vivaldi Essay Example | Topics and Well Written Essays - 1750 words

Antonio Lucio Vivaldi - Essay Example Venice at that time was the capital of the republic of Venice. The president of the union joined by his father, Giovanni Legrenzi, was maestro di cappella at the Basilica of San Marco and noted early Baroque composer. He was believed to have taught the young Antonio to compose. Scholar Walter Kolneder of Luxemburg figures that the liturgical work Laetatus sum ((RV Anh 31, written in 1691) written when he was just 13, showed influence of Legrenzi style. He began studying priesthood and in 1703, at the age of 25, he was an ordained Venetian priest and was nicknamed "Il Prete Roso" or The Red Priest but he did not practiced his vocation due to a sickness which is his tightening of chest, suspected as asthma. In 1704, he was given dispensation from celebrating the Holy Mass due to his illness and he withdrew from active priesthood in 1706. By December 1703, Vivaldi was appointed maestro de violino at the Ospedale della Pieta, one of Venetian girls' orphanage. At that time, the institution had four branches in Venice giving shelter and education to orphaned, abandoned or children from impoverished families as funded by the Republic. The boys were taught a trade before leaving at age 15 while the girls had musical education and the talented were retained to be members of the Ospedale's orchestra and choir. Ospedale under the ministration of Antonio Vivaldi began to gain appreciation even abroad as Vivaldi wrote most of the cantatas, concerto and sacred music. The position of teacher of viola all'inglese was also added on his duty as maestro de violini by 1704 and although he is already starting to prove his talent at that time, he was retained at the Pieta until 1709 only when the board dismissed him, for many perceived him a difficult man. He worked as a freelance musician for a year until the board recalled him in 1711 realising his potential. From then, Vivaldi was in his most productive years writing music or operas and concertos. His first collection of his works called Raccolta, a trio sonata was published in 1705 with his Opus 1 a collection of 12 sonatas for two violins and basso continuo in conventional style. His Opus 2 is a collection of 12 sonatas for violins and basso continuo and was published in 1709. L'Estro Armonico (Opus 3) his first collection of 12 concerti for one, two, and four violins with strings was published by Estienne Roger in Amsterdam in 1711. It became a success all over Europe as followed by another success La Stravaganza (Opus 4) in 1714 which is a collection of concerti for solo violin and strings. Musicians sought sought him out in Venice and commissioned works from him including for the Dresden court. Johann Sebastian Bach transcribed five Opus 3 concertos for keyboard and he influenced many German composers. Antonio and his father went to Brescia in 1917. His Stabat Mater (RV 621) was played as part of a religious festival and although the work was apparently done in haste, the forced essentiality of the music revealed musical and emotional depth that made it one of his masterpieces. He also started traveling in 1718 to promote his music and in even during his travels, he retained connection with the Pieta and wrote two concertos each month sending them by post. He also found time to rehearse

Google and Competitors Essay Example | Topics and Well Written Essays - 750 words

Google and Competitors - Essay Example Working with a mission 'to organize the world's information and make it universally accessible and useful', the expert team of Google community diligently maintains an index of websites and other content, which can be searched by anyone having an internet connection. Though Google is known mainly for it search engine, but there are a number of other services like Google mail, Google Earth, Google News, Google Finance etc. being offered to the net-community. The concept came up in the mid-nineties when Stanford university graduate students Sergey Brin and Larry Page stuck upon the idea of providing a search engine which could return relevant information without wasting much time. Though there are a number of players in the fray giving competition to Google, but the key competitors of Google include Yahoo and MSN. Yahoo is mainly devoted on the search engines besides having the stake in other services as well. But for MSN, the primary focus area is the software development and of cours e. But the difference in the strength and popularity of Google and its nearest rival Yahoo can be gauged from the fact that during the fiscal year ended December 2006, while Google recorded revenues of $10,604.9 million, Yahoo could mop up about $6,425.7 million. Goog (Datamonitor, 2008a). Google is considered a leader in search engine technology offering search results in 158 domains and more than 100 languages (Datamonitor, 2007). The strength lies in its innovative format and the speed with which it comes out with relevant topics. As per the figures given out by Datamonitor (2007), in March 2007, Google sites captured 48.3% of the US search market, while the corresponding figures for Yahoo stand at 27.5%. Some of the key strong areas of Google include; Strong Market position: Google far outnumbers its rivals as far as popularity of its search engine is concerned. Well established brand identity: Brand identity forms a key strength in today's context, where visibility in media and easy identification features help in propagating the business prospects of the company. It is indeed quite surprising that Google, basically a service providing company, has even overtaken many well established product identity companies like, Microsoft, GE, Coca-Cola, Wal-Mart, IBM etc. According to Miillward Brown's 2007 ranking of brands2, Google is the topmost brand with a brand value of $m 66,434. Google has worked on its brand quite consistently is apparent from the fact that the brand value has undergone a change of about 77% from the previous years. On the other hand Yahoo ranks a distant 42nd with a brand value of $m13,201, registering a decline of 6% in its brand value. According to market research firm Miillward Brown, Google is the world's top ranked brand, overtaking Microsoft and some other wellestablished brands like General Electric Company, Coca-Cola, Wal-Mart Stores and IBM. Proprietary technology and technological infrastructures: The search engine technology of Google has indeed provided the company an edge over its rivals. Based on its proprietary PageRank technology, the search engine is having the largest searchable index amongst all (Datamonitor, 2007) AdWords and AdSense programs: Google works up its online advertising programs with the help of its unique concept of AdWords and AdSens

Should Juveniles Be Charged as Adults in Criminal Cases Research Paper

Should Juveniles Be Charged as Adults in Criminal Cases - Research Paper Example Transfer mechanisms may vary according to where the responsibility for the transfer decision making lies and the provisions for this fall into three categories: a judicial waiver, concurrent jurisdiction, and statutory exclusion. In a judicial waiver, the juvenile court judge has the power to relinquish the juvenile court’s right and move the case to an adult criminal court. In a concurrent jurisdiction however, the original jurisdiction for certain cases is shared by both the criminal court and the juvenile court and the prosecution has the discretion to decide in which courts to file the cases in. In statutory exclusion, a state statute excludes certain juvenile offenders from the jurisdiction of a juvenile court and the cases against them come from criminal courts. Because of the increasing crime rates, as well as the more dangerous crimes being committed by juveniles, more pressure is being exerted not only by prosecutors and but also by the general public to charge these youths as adults as opposed to their being processed through the juvenile justice system. Virtually every juvenile offender with a past criminal history or is notorious for violent crime, is tried an adult court (Buffalo News, 1994). Rhodes, K (2008) states that while structures are present in all states to try and discipline juveniles in ways that are distinctive from adults, crimes such as rape and homicide are controversial because it is not easy to determine whether juveniles merit a less punitive treatment from that of adults. It is understandable that some people would seek to have the juvenile offenders receive a harsher punishment for their crimes especially considering the high number of crimes being committed by juveniles. The juvenile justice system has been reformed so much to an extent that they are almost indistinguishable from the adult justice system. The question that we have to consider is whether all these reforms have been of any benefit to the society or not. Th ese harsh laws which have been put in place to curb juvenile crime have been proven not to work over the years and have instead treated this age group unfairly and inhumanely, not achieving the safer society which was the purpose for their being enacted (Crime Control Digest, 2004). It has been proven that juveniles who have been prosecuted through the adult system serve shorter sentences and their experiences in adult prisons teaches them to become even more dangerous criminals once they are released. Furthermore, counseling, which is crucial in helping the juveniles in the transition to life beyond prison, is denied them in adult prisons and it has been observed that many juveniles have a hard time adjusting to life once they are released back into society. This is due to the fact that while youths in the juvenile system undergo programs to reform them, those in the adult system learn to become hardened criminals, hence the increasing likelihood their going back to crime in societ y once they are released. While the juvenile system hides the criminal records of youths who have gone through it, the adult system does not and the adult criminal records of convicted juveniles keep them from getting jobs or being admitted to some schools and this leads them towards committing new crimes in order to make money for survival. Once these youths are stuck with criminal records, they tend to be permanently stigmatized and are allowed few opportunities to regain

Value shares and Growth Shares in the UK market (FTSE 350) Research Paper

Value shares and Growth Shares in the UK market (FTSE 350) - Research Paper Example This means that the significance level of the test is 0.05 or 5%. The null hypotheses are usually accepted when the test is significant statistically at chosen significance level of 5%. When Null hypothesis is rejected it implies that all sample means are not equal. If this is true, it may not be sufficient to give required inference. In such case it might be required to know which sample means differ. To find that out proper confidence interval has to be chosen using small sample procedures based on t-distribution. A parametric correlation test of coefficient and non parametric run test was further used to test the auto correlation for the stock returns over time. When the null hypothesis will be accepted at 5% or 10% level then it can be said that the regression model developed earlier was statistically significant. The marginal significance in the regression model is given by the p-value. When the probability for observing the t-values is large, then the null hypothesis will be tr ue. The value of p ranges from 0 to 1 and it gives the researcher the cut-off level or the lowest significance level below which the null hypothesis may be rejected. If the p-values are very small then the significance of null hypothesis is reduced. Smaller p-values indicate that null hypothesis is not significant and hence should be rejected.

The broad thematic perspective Movie Review Example | Topics and Well Written Essays - 500 words

The broad thematic perspective - Movie Review Example The overall cost of the movie was around  £900,000 which is equivalent to  £11.4 million today. It was first broadcasted on ITV in 1973. The documentary interviewed significant members of Axis and Allied campaigns, comprising eyewitness accounts by enlisted men, civilians, politicians, and officers among others. Major historians were Stephen Ambrose and Adolf Galland (Ambruster 17). The series â€Å"The World at War,† entails a DVD set by Jeremy Isaac explaining the priorities given to examinations and interviews with surviving assistants and aides other than recognized figures. Karl Wolff who was Heinrich Himmler’s adjutant was the most difficult interviewee to persuade and locate. During the examination, he accepted to be among the significant witnesses in mass genocide, in Himmler’s presence. In the later part of the series, Isaacs showed satisfaction with the entails of the series. He also added that the content entailed unclassified information in reference to British code-breaking. The documentary is listed among the top programmes in British television under the compilation of British Film Institute in 2000 (Ambruster 5). This is a situation whereby nations look for alternative means of solving conflicts. This is a crucial theme that prevails in all of the four clips. Violence was as a result of conflict of ideas and ways of doing things. But in this case, violence evolves as a result of conflict of interest. The subjects were made to do things they were not willing by their masters. Peace prevailed after the submission of the Nazi forces who were Germans. Massive killings such as those illustrated in â€Å"Whirlwind: Bombing Germany† which is the twelve episode are some of the activities that came to a stop leading to prevalence of peace. The episode emphasizes on massive bombings by the British and American army in Germany. Interviews from witnesses such as Albert Speer, William Reid and James Stewart explain how innocent lives were taken

Business Management Techniques (Manage work activities) Essay

Business Management Techniques (Manage work activities) - Essay Example ining an organizations objectives, establishing an overall strategy for achieving those objectives, and developing a comprehensive chain of command of plans to integrate and coordinate activities. The plan of action is, at one and the same time, the result predicted, the line of action to be followed, the stages to go through and the methods to be used. Organizing is the translation of goals and objectives into a structure of responsibilities and authority. To organize a business is to provide it with everything useful to its functioning- raw material, tools, capital, personnel’ (Fayol, 53). In other words it includes the determination of what tasks are to be done, which has to do them, how the tasks are to be grouped, who reports to whom, and where decisions are to be made. The engineering organization, having been formed, must be set going and this is the mission of command. This insures a successful process of the organization. A manager in command - knows his people, understands all agreements binding the firm, sets a good example, uses a meeting to focus efforts in a single direction, does not become occupied in minute details, and instills unity, energy, initiative and loyalty in the employees. Harmonizing is to integrate the actions of all aspects of the firm in order to increase the efficiency of the organization. To harmonize is to co-ordinate all the activities of concern so as to facilitate its working, and its success. Control consists in confirming everything takes place in conformity with the plan implemented, the directions issued and principles established. It also points out weakness and errors in order to rectify then and prevent recurrence. Typical operations that could be subjected to control, measured in order to monitor progress, included: Business Engineering Organization usually use flat organizational structure where their is hierarchy of authority and becomes easy for supervision, their is segregation of duties and every

Personality disorders Literature review Example | Topics and Well Written Essays - 2250 words

Personality disorders - Literature review Example s suffering from personality disorder risk obtaining therapeutic nihilism, distancing themselves from their patients, showing absolute rejection to their patients and they might consider their patients as unworthy of their services and resources. The research practitioner further indicates that the relationship between the professional health practitioners and their respective patients has lead to the ultimate decision of suicide. The health workers who are involved in the care and health administration of the people suffering from personality disorder tend to suffer from deaths that are unnatural particularly if they usually offend and intimidate their patients. The result of ill-treatment and intimidation from the social health workers towards their patient’s causes a break of trust and communication between the two parties and this can lead to uncontrollable despise (Smith & Sharp 1994). This research proposal is aimed at analyzing the differences that exists between the people suffering from personality disorder and the relevant medical practitioners that cater for these patients. From different analysis, it is quite evident that these medical practitioners require adequate encouragement in conjunction with positive empowerment for a proper outcome. This research proposal is also aimed at analyzing the different factors that are supposed to govern, promote and increase the positive attitudes of the social workers in ensuring that proper and sufficient care is given to the people suffering from personality disorder (Rutter, Giller & Hagell 1998). The backbone of this research is to illustrate and analyze the relationship that exists or has been inexistence between the people suffering from personality disorder and their medical advisors and on how the improvement between the two can be attained and achieved (Smith & Sharp 1994). The literature review that is illustrated and analyzed below indicates the occurrence, treatment and relationship status of the

Natural sciences Essay Example for Free

Natural sciences Essay Knowledge involves acquaintance with truth, principles or facts as with a certain subject or a branch of learning. People have various perceptive of knowledge. There are those who belief that knowledge is found in many forms which must be proven with evidence. It is possible to doubt everything that exist because it is a misconception or it may be seen as an illusion. Doubt is important in knowledge because learning through from the senses or through the senses can be deceptive. For example, senses can deceive because one may smell something sweet and senses deceive that it is going to have sweet taste. However, this is wrong because not everything that smells sweet taste sweet. Dreams are also deceptive as they are just false delusions because occasionally when one is asleep one is deceived by the illusions in dreams. These are just ways that knowledge through the senses can deceive. Therefore, it becomes necessary to doubt everything so that one can get the true knowledge. So as the proverb hold doubt is key to knowledge. Knowledge creates doubt and doubt pave way for gaining more knowledge. If its is not for doubt then there would be no knowledge or the knowledge that would be available would be one that is not complete knowledge (Urdahl, pg 27-29). In natural sciences, scientists have a lot of experience with doubt and uncertainty. This is experience that is very necessary in gaining knowledge in natural sciences. When one does not know the answer to a problem then this can be termed as ignorance. Then one has a hunch as to what the results are, for example, of an experiment, then it means that one has uncertainty. When one is darned sure of what the result would be then it means that one has some doubt. Therefore, it is paramount important that in order to have progress it is important to recognize the ignorance we have in natural sciences and leave room for doubt. This is because scientific knowledge is a body of statements, which have varying degrees of certainty. The degrees vary from being unsure, nearly sure and none absolutely certain. Doubt is a good thing in natural science because if one knows the answer or thinks that one knows the answer then it becomes easy to fail to seek more knowledge about that particular subject. Doubt helps to come out of that emotional attachment that people have in certain beliefs or from the theory of determinism. Example of areas where doubt has assisted in gaining and verifying knowledge is in the assumptions in relativity that inertial mass and gravitational mass are equal. In order to show that they are not the model has to be revised. Scientists have engaged in refining their ability to measure the two. It is the doubt that has developed in this area that has made the scientist revise this model until they have realized that inertial mass and gravitational mass are different at finer degrees. Therefore, they doubt has made it known that the two are not equivalent as has been held in the past. In this case, it is not that the same experiment is repeated but the real key to this is to look at the statements and test if they have been examined to the extent that they should. Doubt allow the use of new tools in scientific experiments which allow new discoveries which do away with the old ideas or theories. Science in this case becomes a process of doubt. Natural scientists are always nor sure and this is the reason as to why they repeat the steps in experiments in order to make sure that it is right. Another area where doubt has necessitated growth of knowledge is in the evolution theory. At the beginning people had strong belief that creation theory was the one that provided call the knowledge about the evolution of human being. However, as knowledge grew people started to doubt some aspects of the evolution theory and developed other theories such as the Darwinian theory of evolution. This is a theory which resulted out f the doubts about some of the aspects of the former theory. This is not the end theory because doubts in some aspects of the evolutions theory have also led to development of some other theories (Axtell pg 87-88). Doubt has also contributed to increased knowledge in other areas, for example, in social science and history. There are two areas that information collected or knowledge gained depends on research or theories which were constructed in the past by various scholars. However it becomes tricky to use such kind of theories to their full because history and social sciences are dynamic. For example, the society change as time moves. Therefore, this is also in the same way that the theories are supposed to change. For example, if theories that were constructed in the fourteenth century are used in the twenty first century then there is no doubt that the theory would contain a lot of faults because of the changes that have occurred in the society. People have developed in their way of reasoning as in these days there are more sources of information than in the past. Reason is one part of gaining knowledge that enhances the development of doubt. This is because it is after deductive reasoning that a person is able to develop hypothesis that proves some knowledge as relevant or irrelevant (Gotschl, pg179-180). Historians do their research and base most of their research on the researches that were conducted in the past. The information in the research where they base their research would be biased or exaggerated. This is what cause doubt and enhance new research to be conducted regarding some issues. Despite the fact that some people are emotionally attached to some believes doubt has made them to relent some of their believes. For example, different ethnic groups have their own myths about where they originated or who is their god or where their god lived. In traditional society people had strong emotional attachment to these beliefs (Chang pg 581). However, as time has passed people have developed doubt about these believes to develop other believes. This is because most of the beliefs in the traditions are not well reasoned and are also biased to particular ethnic people. People have developed other believes that are more inclusive of other ethnic groups all over the world. This has risen out of the doubt that people have some of the things that happened in the past (Lamm Norman pg 11-12). Despite that knowledge plays a key role in knowledge I think that knowledge or truth is a fixed situation because truth is not questionable. So if true knowledge is out there to be discovered or to be learned then it means that when we know or acquire knowledge then there should be no room for doubt. I also think that knowledge depends mostly on human perception. Natural sciences have more upper hands in investigating the truth. However these sciences are still subjected tout human brains. Curiosity is also key to knowledge rather than doubt. Human beings are always curious to know more about their nature. The curiosity allows them to make discoveries and also strive to find the truth. Looking critically at the discoveries that have been made in the past it is out of curiosity that this has happened. This curiosity leads to knowledge, which then leads to wisdom. Doubts make us to know hat our knowledge is correct instead on believing in something blindly. However I do not feel that doubt makes us to make any discovery or learn anything that is new to us. It is curiosity that allows us to acquire new knowledge more quickly. Work cited Axtell Guy. Knowledge, belief, and character: readings in virtue epistemology, 1st edition, Rowman Littlefield, 2000. Chang Larry. Wisdom for the Soul: Five Millennia of Prescriptions for Spiritual Healing, Gnosophia Publishers, 2006. Gotschl Johann. Erwin Schrodingers world view: the dynamics of knowledge and reality Vol 16, New York, Springer, 1992. Lamm Norman. Faith and doubt: studies in traditional Jewish thought, 3rd edition, KTAV Publishing House, Inc. , 2007. Urdahl Halvor. Key of Knowledge, New York, Kessinger Publishing, 1998.

Sports Drink and Gatorade Essay Example for Free

Sports Drink and Gatorade Essay In the summers ’65, Florida University’s physics Lab was swarmed with hushes and gushes over a question on players, heat and performance on field. Coach and physicians were equally puzzled as much concerned over the matter over growing heat stroke illness and degrading performances of peak players in acute heat. While the talks went on for weeks, Dr. Robert Cade, Dr. Dana Shrines, Dr. James Free and Dr. Alejandro de Quesada grilled down the talk to two factors that had affected the performance and provoked the heat illness in Gator Players. * The fluid and Electrolytes that the players lost through sweat were not getting regenerated. * The amount of Carbohydrates that the players used for energy on field was negligently being replenished. Birth of ‘Gatorade’ Having zeroed on the problems, the research team of Florida University scientifically fabricated a balanced liquid with precise balance of carbohydrate and electrolytes. The ultimate sport beverage was uniquely produced in the lab to ensure the replacement of lost key components from the body of Gator Players while sweating and exercising. The proud confection drink was called ‘Gatorade’. ‘Gatorade’ comes on Field Having the product in Lab was not good enough. The formula was finally introduced to the team; the gators started using the beverage during their practice, exercises and sport on field. The results were ubiquitous. Players were less fatigued, more active and exhibited outlasting win against the heavily favored opponent of the time finishing the ’65 season at 7-4. The performance had just started walking. By the year of 1966, Gator Team finished the season at 9-2 making a historical win of Orange Bowl. Beverage Buzz and Biz The beverage caught wild fire buzz in the field of sports far beyond the boundaries of Florida. People were curious about the beverage as much inquisitive about the invention. University of Richmond and Miami of Ohio were first to place order of batches of ‘Gatorade’ for their football team. Post the early adoption phase in the market, followers of the trend just kept coming. The famous saying of the coaches of that time was â€Å"Playing without ‘Gatorade’ on your sidelines is like playing with just ten men field†. Today’s official Sports drink traversed boundaries of nations and labs to conquer the quest for on-field energy builder. Orange to Super by ‘69 In the summer of 1969, Coach Ray Graves of the Florida Gators suggested to the Kansas City Chiefs that they use ‘Gatorade’ to combat the staggering effects of a blistering Missouri sun during training camp. The Chiefs were so impressed with the â€Å"Gator coach’s aid† that they kept it on their sidelines throughout the entire season†¦ which concluded with a stunning victory over the heavily favored Minnesota Vikings in Super Bowl IV. In the years that followed, more and more NFL teams began placing ‘Gatorade’ on the sidelines of their games and practices, and in 1983, ‘Gatorade’ became the official sports drink of the NFL—a title it holds to this day. Science, Sports and Success After two long decades of Dr. Cade and his team’s much famed work in developing optimum hydration formula- ‘Gatorade’ made its way to the ‘Gatorade’ Sports Science Institute founded in Barrington, Illinois, to conduct scientific research in the areas of exercise science, hydration, and sport nutrition. By early ‘90’s, the lab expanded to provide advanced testing for athletes and new ‘Gatorade’ products and flavors and develop education materials for sports health professionals around the world. ‘Gatorade’ Today The official sports drink of the NBA, AVP, and PGA, Major League Baseball, Major League Soccer, and numerous other elite and professional organizations and teams, ‘Gatorade’ is not a beverage is it! From Field to Track Millennium witnessed a problem at the professional race car drivers coach meet. The adequacy of hydration was a bit much of a problem given that the heat reaches 130 degree temperature throughout the course of a lapped race. The challenge was huge and battle was tough. ‘Gatorade’ and GSSI (‘Gatorade’ Sports Science Institute) began their work with auto racing organizations to develop a hydration tool that could withstand 130-degree temperatures and keep drivers hydrated safely throughout the course of a race. The result of their research was the development of GIDS, the ‘Gatorade’ In-Car Drinking System, which is now considered an essential piece of racing equipment. Drink up the Challenge! The staff of GSSI (‘Gatorade’ Sports Science Institute) realized that replenishment on field was not good enough for the players and athletes. The need of the hour engaged in high demand training and competition. ‘Gatorade’ launched the ‘Gatorade’ Performance Series, an exquisite line of sports nutrition products, in ‘01. These products included ‘Gatorade’ Energy Drink, ‘Gatorade’ Energy Bar, and the ‘Gatorade’ Nutritional Shake. By 2005, GSSI (‘Gatorade’ Sports Science Institute) brought in the most captivating invention that took the market as much by surprise as exclaimed. After extensive years of study on athlete’s endurance, the company presented the ‘Gatorade’ Endurance Formula. Featuring a higher concentration of sodium—the key electrolyte found in Original Thirst Quencher—and four other electrolytes lost in sweat. What Next! The staff of GSSI (‘Gatorade’ Sports Science Institute) is dedicated to innovative search and research on sports in their mission of performance improvisation on field and off field through proper facilitated supply of hydration and nutrition. The advancement of the collective mission is here to stay and for as long as people love sports and health is the much wanted wealth! Drink the thrust of thirst Some facts which will help us understand the key success and the reason for ‘Gatorade ‘existence and market player consistent. * Dehydration can be one of the biggest competitors of athletes. * Research shows that well hydrated athletes perform better. * When you sweat you lose fluids electrolytes and potassium essential to maintain performance Market: The Pepsi Co. ’s much hyped and popular energy drink has far expanded the market from stadium, sport training and gymnasiums. The chart show cases the usage of drink widely by the society of Men or women of all ages who practice sports or have an active routine. What are the other possible factors that gets the drink flowing? Appearance: The beautifully crafted Stylish plastic bottle is certainly an eye-catcher. Not to forget the breathing colors, ergonomic bottle design and its fun packaging. Appeal: The product? s price oscillates between $0. 65 and $1. 50 depending on the package presentation. It appeals to all age and income group due to wide variety and amplified reach in functional and emotional benefits related to Health. Attributes: 1. ‘Gatorade’ helps to put back lost electrolytes, such as sodium, potassium and chloride. 2. Stimulates thirst so you can maintain hydrated 3. Gives essential fluids athletics need when it matter most. 4. Gives working muscles the energy they need to enhance athletic performance 5. Nothing rehydrates replenishes and refuels an athlete better than Gatorade. Special Features a. Has a 6% carbohydrate solution, optimal amount to give working muscles the energy they need. b. New and different flavors: Lemon Lime, Fruit Punch, Orange, Citrus Cooler, Passion Fruit, Strawberry Kiwi etc. c. No other sports drink is absorbed faster than Gatorade. Not even water Advertisements. The product is advertised through T. V. with commercials in which very famous athletes appear drinking ‘Gatorade’ to rehydrate. The media resources used for making advertisements are T. V. , radio, the Internet, magazines, newspapers. The purpose of advertisement is to convince consumers that nothing hydrates better than Gatorade. Positioning Target and Market: Gatorade’s positions itself on the shelf of energy drink for sports and nutrition. However, it entails more market outside the athlete group with individual youth leading an â€Å"active† lifestyle who wants to enhance their health and energy stamina. Gatorade’s targets a communication which fills the void created by all other competitive brands which focus highly on providing fuel, fluid and nutrients before and after the exercise. * Based on 2008 Energy Drinks North America Report, where Gatorade’s share is 49%, total market size is US$ 5. 3Billion. * ‘Gatorade’ sales is US$2. 6Billion * Gatorade’s market share is 49% * Then total sports drink market size is US$2. 6Billion/0. 49 = US$5. 3Billion Gatorade’s Speaks: PTM- Primary Target Market Personality: The youth leading an â€Å"active† lifestyle who are health conscious and strongly believes in fit body perfect mind theology. Demographics: Young (pre-adults (13-24), M/F, social class ABC, single) Lifestyle: Athletic, active, enjoy sports, playful and lively) Behavior: Drinks 8 fl oz. of liquid, before, during or after any physical activity for: * Thirst quenching * Prevent dehydration * Energy Boost * Nutritional Supplement * Healthy Beverage Needs: The youth wants: * To be secured (health), avoid dehydration; thirst quenching * The youth choose ‘Gatorade’ over other sports drinks because: * Flavor, available in all convenient stores, * Brand (endorsed by Michael Jordan and Dwayne Wade), * Taste Thinks: When the youth drinks Gatorade, he is not just thirst quenching, rehydrating, getting more active or feeling energized. They feel their mind saying: * I am athletic! * I am active! * I am a winner! * I would be like Michael Jordan/Dwayne Wade * I won’t get dehydrated Competition: ‘Gatorade’ has several competitors on retail shelf: Direct Competition: * Pocari Sweat * PowerAde * Tropical Fruit * Cool Blue Indirect Competition: * Energy Drinks (Cobra, RedBull, Samurai), Isotonic Drinks (100 Plus), * Instant energy drink (Joss), * Flavored water (Vit water), * Tea (C2, Real Leaf), * Water (Viva, Absolute) Market Drivers: Variables: * Price, packaging, * Convenience of use * Different variants * Availability * Brand * Lifestyle Unique Selling Proposition: 1. To thirsty, sweaty jock, ‘Gatorade’ is the original sports beverage that quenches thirst while replacing fluids and electrolytes. 2. The only sports drink that is thirst quenching for the youth who leads an â€Å"active† lifestyle that promises to improve performance 3. No brand has a similar position. 4. Others focus on complete with electrolytes and positively charged ions. ‘Gatorade’- A 4P Analysis Product: ‘Gatorade’s sports drink is scientifically formulated to replace fluids and provide energy to working muscles. It offers a scientifically validated blend of carbohydrates and key electrolytes. Variants: * Lemon-Lime, * Orange, * Cool Blue, * Citrus Cooler, * Strawberry Kiwi * Fruit Punch Sizes: * 12 * 20 * 24 * 32 * 34 * 64 : (in fl oz) and 1 gallon Price: ‘Gatorade’ is priced 36% cheaper than PowerAde. i. ‘Gatorade’12 fl oz = US$ 1. 07 ii. ‘Gatorade’20 fl oz = US$ 1. 38 iii. ‘Gatorade’24 fl oz = US$ 2. 49 iv. ‘Gatorade’32 fl oz = US$ 3. 99 Place: ‘Gatorade’ is distributed nationwide using Pepsi Co. distribution network * Supermarkets, * Local stores, * Convenience outlets, * Drugstores, * Market stalls * Nationwide Pick-up by customers. * Cash and credit transaction * It benefits from the distribution leverage of Pepsi Co. * Has an excellent branding, excellent product distributed nationwide. Promotion: A look back Objective of ‘Gatorade’: Accelerate in the sports drink market. Size of the total market: $4 billion Growth of the market: 12% from 2006 Seasonality: Peaks in the summer Product Life Cycle: Growth: (Although Gatorade was created in 1965) we believe sports drinks are in the growth stage because there’s a growth in market of 12% since 2006 also the number of entrants into the market suggests that this is a growing industry on its way up rather than down. Brand| Market Share| Dollars (in ‘000s)| Gatorade| 82%| 3,280,000$| PowerAde| 17%| 680,000$| Others| 1%| 40,000$| Target profile * Metropolitan area/CMA * 13-24 * Active lifestyle * Male or female * Single/Couple * Involved in organized sports/activities * Exercises regularly * Urban/suburban * Very social * Outgoing * Extroverted * Student or new professional * Unmarried/newly married * College/university educated * Renter or new home/condo owner * $18,000 $150,000 yearly income * $18,000 – $35,000 average consumer * Generally considers themselves leaders * Heavier user (of sports beverages). * Previously used other sports drinks – not new to the market * Strong brand loyalty based on expected performance * Looking for a competitive edge * Interested in local news with an emphasis on sports * Watches sports on tv * Reads magazines about healthy living, sports, and recent events * Regularly purchases athletic gear/clothing Buying decision process When: * On their way to activities (exercise/sports games, etc) * On their way home from activities * When they miss their activities Where: * Convenience stores/gas stations * Gyms * Snack bars * Grocery stores (healthy ones like The Barn/Logos). * Vending machines * Located in recreation centers, gyms, etc * Health-based/oriented retailers (GNC, Hercs, Goodness Me! , etc) * Schools Key Influencers: * Pro athletes * Amateur athletes * Someone like themselves that they can relate to/identify with * Peers Trends * Looking towards everyday people promoting product because they feel more in tune with their situation * Value conscious now means more than price for quantity * They are now paying attention to ingredients and benefits, so value = right price, right ingredients and benefits * Using sports drinks as regular drinks. * Looking to make healthier choices – less sugar, fat, etc. Environmental Issues Regulatory – packaging, labeling, etc. * Must meet CFIA regulations * Must include nutritional information * French/English labels * Must avoid certain types of plastic for the bottle Economic * Recession – drive to water Socio-cultural * Time-conscious/time-poor * Environmental trends – consumers want to buy recyclable products * Health-oriented society * Demanding convenience/accessibility Technological * Advancements in production SWOT analysis: Strengths. * Large company * Has substantial capital * Very well-known company-brand * Lots of awareness * Product has a strong USP * 4:1 carbohydrate to protein ratio Weaknesses * No current products in the sports drink market * No experience in the sports drink market Opportunities * Very large market (dollar wise) * Cultural shift towards healthier lifestyles * Currently, limited choices in the sports drink market Threats * Fear of recession * Consumers will only be purchasing necessities * Size of competitors * Mainly Gatorade and PowerAde.

An Introduction to the Skoda Company

An Introduction to the Skoda Company The two cyclists, who were known as Vaclav Laurin and Vaclav Klement, are considered as the founders of Skoda Company. The two cyclists were used to design and produce their own bicycles and eventually it was established as Skoda. In 1925, Skoda was established in Czechoslovakia and gradually, it was expanded towards Eastern Europe by producing cars, farm ploughs, and aero planes other than bicycles. Skoda has to cope with hard times in company history such as war, economic problems and also the changes in the political environment. While the Skoda is grown up internationally, there was a requirement of a strong foreign partner. By, 1990 Volkswagen AG had dominated by joining Skoda. Volkswagen AG is known as the leading car manufacturer in Europe by manufacturing variety of branded products such as Volkswagen, Skoda, and Audi (Skoda Auto, 2011). The remarkable thing is the Skoda UK is selling Skoda cars through its independent network of certified dealers. 1.2 Business as a transformation process In common, there is an input and output can be clearly identified in a business. Input may consist of working force, entrepreneurship, capital and land. Output may be goods and services. Therefore, the process of transformation is common for all the organizations and most of the time, output can be considered as a combination of goods and services (Oxford University Press 2007). For an example considering the hospitality as a business foods and beverage can be the goods they serve and the lodging may be the service they offer. The critical thing is to be produce outputs which may worth higher than the inputs. In financial terms, it is known as the profit in relation to the organizations which are expecting profits. But, in the case of non profit oriented organizations such as schools and hospitals other indicators are used to measure the progress. Transformation may differ from business wise. The critical thing is to implementing innovative methodologies of value addition for the pro ducts and services while cost cutting (Oxford University Press 2007). Value addition can be done by manufacturing outputs that the customers are ready to pay money more than usual price. Since the brand name may be incorporated with customers lifestyle and preferences, effective branding result in improved sales. For an example, plain pair of shoe can be marketed to a higher price by branding it with brands like Nike or Addidas. Chapter 2 Organizational audit and the business environment 2.1 Organizational Audit Organizational audit is critical for a business to meet the following objectives. To analyze the businesss organizational framework, procedures and flow chart. To investigate the contest between the job descriptions, responsibilities and the flow chart of the business.    To emphasize the unsatisfactory aspects of the current structure of the business. To define development paths for improvement of the business. To satisfy these objectives organizational audit is being done by analysis of existing data, summary reporting, individual interviewing processes and analysis of raw data gathered through the surveys. Organizational audit is crucial for a business to cope with the business environment. 2.2 Business environment It is believed that business transformation process may not occur in a vacuum. Firms are driven in particular frameworks and subjected by the business environment. Business environment can be divided in to two. Micro Macro Micro environment consist of individuals or organizations which the business deal with a regular basis. It may include customers, employees, distributors and suppliers which are known as the stakeholders. That all components may have the direct involvement of the business activities and it can be affected by the actions of the business. Therefore, it can be concluded that micro environment play a vital role in the success and the behavior of a business. The macro environment may consist of factors which are lying outside of the direct control of the business. It includes economy, policies of the government and also the social changes. Since these macro factors can primarily change the environment of a business one individual business can rarely do much on its own to shape them. Theoretically, the macro environment can be analyzed by using PESTEL analysis. (Scott, 1982) Chapter 3 The PESTEL analysis for Skoda Company PESTEL Analysis PEST analysis is the methodology of analyzing the macro environment in most of the countries. But, the expanded PEST model which is known as PESTEL is commonly used in UK (CIPD, 2009). PESTEL is stand for Political, Economical, Social, Technological, Environmental and Legal analysis. It describes the outline of macro environment in relation to the business environment. Referring to the political factors, it consists of policies implemented by the government such as the involvement in the economy. It also includes what kind of goods and services to be produced and the priorities in relation to the business support. The political decisions may play a vital role for some businesses which are related to education health and also in the infra structure facilities. Considering the Skoda Company, the changes in laws and regulations such as accounting standards, taxation requirements and environmental laws and legal power of the foreign states may affect on their business especially in the international trade. Therefore, it is critical to monitor the governments policies and regulations in a continuous manner. (Lynch, 1999) Economic factors may include economic growth, interest rates, exchange rates as well as the inflation rate. Those are the factors that may have the potential to make effects on operations and decisions. Referring to Skoda, interest rate may affect its  cost of capital. Therefore, it determines the extent of the growth of the business and expansion. Exchange rates may affect the costs of exporting goods and the supply and price of imported goods. Social  factors include cultural aspects, health perception, population growth rate, age distribution, career attitudes and emphasis on safety. Changes in social factors influence in the product demand and operation. For example, aging process may generate smaller and less-willing workforce .This may lead to increasing the labour cost. Therefore, referring Skoda to cope with these trends there should be various management strategies to be adopted. For an example, it should be more concerned on age limit of the workers when recruiting new workers. The factors such as rate of technological changes, automation and the technical inducements altogether considered as technological factors. Those factors may influence with the outsourcing decisions, market entry barriers and efficient production level of a company. When considering the Skoda, it is producing branded motor cars. Therefore, technology should be their main focus. Because, it creates opportunities for new products and product improvement in relation to the marketing. As the technology advances, new products may launch. (Scott, 1982) Ecological and environmental aspects such as weather, climate, and climate changes can be considered as environmental factors. Those factors may especially influences industries such as tourism, farming, and insurance. Furthermore, growing awareness of the potential impacts of climate change is affecting how companies operate and the products they offer, both creating new markets and diminishing or demolishing existing ones. Discrimination law,  consumer law,  antitrust law,  employment law, and  health and safety law can be considered as the component of the legal factor. These factors can influence with the operation process, cost of production and the demand for the products. Legal aspect mainly focuses on the effect of the national and world legislation. The Skoda Company receives all the rights applicable in the nature of their business and every inventions and product developments are always going into the patented process. I.e. Audi, Skoda. The PESTEL factors are combined with external micro-environmental factors and internal drivers in relation to the business. Furthermore, it can be explained as opportunities and threats in a  SWOT analysis. Chapter 4 The SWOT analysis for Skoda Company SWOT Analysis SWOT is stand for Strengths, Weaknesses, Opportunities and Threats. Strengths can be described as internal components of a business that lead to its growth. Weaknesses can be identified as the attributes that will make disturbances business or make the business susceptible. The external conditions that could lead to future growth are known as the opportunities in SWOT. Threats are described as the external elements which could make negative effects on a business. (Lynch, 1999) To recognize its strengths, Skoda gathered information through researches from both customers and also from the reliable independent surveys. For an example, annual JD Power customer satisfaction survey had questioned the vehicle owners about their feelings on their vehicle for last six months by using questionnaire for about 20,000 owners. According to the results Skoda dominated in the top five car manufacturers for last 13 years (JD Power 2010). Not only that, in 2007, Top Gears survey revealed that among the 56,000 viewers Skoda dominated as the number one car manufacturer (Top Gear 2007). According to those results, Skoda found that the company excelled at satisfying its customers when focusing the owner experience rather than on sales alone. Almost all of Skodas customers would recommend Skoda branded vehicle to others, means that Skoda had a distinctive strength. As a result, Skoda manufactured cars that their customers could enjoy, rather than simply maximizing the sales. The refore, Skoda branded themselves as a quality product that satisfies its customers. Skodas analysis showed that in order to grow the business required to address issues about how the small company fit into the highly competitive market. An out-dated perception of the Skoda brand, related to the companys Eastern European origins, contributed to the business small size. By 1999, Volkswagen AG ownership had changed this negative attitude about Skoda. But, in 2006 brand Health Check revealed that the weak and neutral image in mid market range is still existing when compare to the Ford, Peugeot and Renault like brands (UK Branding 2006). Though, Skoda still deficient of a strong appeal, it is realized that the company needed to reduce the defensive campaigns exemplifying what the brand was not and begin new campaigns illustrating what Skoda had to offer. The change was simple and Skoda knew that its owners were satisfied with their cars. Skoda had realized that its rivals marketing approaches are mainly focused on the product itself. But in contrast, Skoda tends to focus its attention on emphasizing the owners experience with their cars and the customers satisfaction with Skoda vehicles. This SWOT analysis may lead Skoda to distinguish its product from its competitors. Considering the UK market, there are 50 different car makers selling around 200 vehicle models. To survive in this large and competitive market, Skoda needed to ensure that its message would not be lost or drowned out within the crowded environment. As a result, Skoda had manufactured seven different cars such as city car, luxurious car, and family car addressing different market segments with subsequent levels of pricing. Chapter 5 The planning for a business and implementation a new strategy 5.1 Strategic planning, Tactical planning and Operational planning Depending on the PESTEL and SWOT analysis, the business plan for the business should be created by the management of the business. Planning process can be identified as three phases such as strategic planning, tactical planning and operational planning. Strategic Planning can be considered as a long term planning attempted by senior management of a business. I.e. the executives. It involves making decisions which will work toward reaching an organizations mission and vision statements. Tactical planning it the mid term planning. It may range from months up to about two years. This involves middle management those who plan strategies to achieve a businesss strategic goals. In contrast, operational planning is routine planning handled by front line managers. They may report to middle management and enact the leg work of the strategies developed by middle management to achieve strategic goals. 5.2 Implementation of the new strategy Novel business strategies are designed to improve the overall utility of a business, its employees and increase profitability of the business. But change may be troublemaking and can be costly within its own context as employees deal with new procedures, information technology, products or an organizational matrix. To reduce the cost, disturbances and negative effects of implementing new strategies, it should implement a strategy for implementation. Essentially, a well planned and accomplished implementation plan may lead to reduce confrontation to the changes. The process of implementing a new strategy can be identified as six major steps (Kaplan and Norton 2010). Split the new strategy into smaller portions. Aware the employees about the map of change Create and post a scorecard for the new implementation, helping as a cheerleader to employees throughout the process that success is reasonable step wise. Acquiring the feedback regarding the new strategy at each stage by employee surveys. Request customer satisfaction. Doing the correct adjustments in the new strategy, time scale and goals based on feedback and customer satisfaction. 5.3 Conclusion With the concentrated study of the PESTLE, the Skoda Company will continue to emerge and develop if they manage to find solutions in different challenges that the entire organization might face in the future. Since the external environment is extremely complex and dynamic it is important to conducting the PESTEL in a regular basis. Practically, it may not possible to identify almost all the significant changes in the business environment. But, still they may able to find some of those critical changes through their assumptions and that will lead them to take the correct decision in the future. At present the PESTEL structure is further expanded as STEEPLE and STEEPLED by considering the ethical and demographic factors. Therefore, it may be important to stick to this latest model, because in some businesses those factors considered to be critical. To improve its performance, it may be needed to conduct a brand positioning examination by obtaining market research data from both interna l and external audits, allowing Skoda to conduct a SWOT analysis.   Skodas SWOT analysis may facilitate the company to reveal that customer satisfaction by purchasing their products. Not only that, it also reveals that the brand was no longer seen as a poor, outdated car, the company was able to operate within a position in the market, and that a change in public perception was very important to Skodas ability to expand within a highly competitive market. SWOT analysis makes the raw information which may gathered from a survey in to an order therefore, it may support managers to investigate both internally and externally. Therefore, it may also highlight the key internal weaknesses of a business, and also the strengths what the management should be alert on their business. Depending on the SWOT and PESTEL analysis, it is required to implement a new business strategy. The critical thing is to implement that new business strategy without disrupting the business.

Lady Macbeth, Macbeths Forceful Woman Essay -- Macbeth essays

Macbeth's Forceful Woman      Ã‚  Ã‚  Ã‚   Shakespeare's Macbeth presents to the audience a woman who is more man than woman. Her masculine virtues (or vices) outweigh her feminine strengths. Let us look at her character in this paper.    A.C. Bradley in Shakespearean Tragedy explains wherein lies the greatness of Lady Macbeth:    The greatness of Lady Macbeth lies almost wholly in courage and force of will. It is an error to regard her as remarkable on the intellectual side. In acting a part she shows immense self-control, but not much skill. Whatever may be thought of the plan of attributing the murder of Duncan to the chamberlains, to lay their bloody daggers on their pillows, as if they were determined to advertise their guilt, was a mistake which can be accounted for only by the excitement of the moment. But the limitations appear most in the point where she is most strongly contrasted with Macbeth - in her comparative dullness of imagination. (340)    In The Riverside Shakespeare Frank Kermode enlightens the reader regarding the murderous mind of Lay Macbeth:    The fatal dismissal from consideration of "the life to come" disables the case for the real as against the apparent good to such a degree that Lady Macbeth, even less aware of the spiritual issues and ridiculing as effeminate the merely human reasons against murder, and showing, as against her husband's view, that the thing is possible.   (1309)    Samuel Johnson in The Plays of Shakespeare underscores how ambition by the protagonists leads to detestation on the part of the readers:    The danger of ambition is well described; and I know not whether it may not be said in defence of some parts which now seem improbable, that, in Sh... ...Blakemore Evans. Boston: Houghton Mifflin Company, 1972.    Knights, L.C. "Macbeth." Shakespeare: The Tragedies. A Collectiion of Critical Essays. Alfred Harbage, ed. Englewwod Cliffs, NJ: Prentice-Hall, Inc., 1964.    Mack, Maynard. Everybody's Shakespeare: Reflections Chiefly on the Tragedies. Lincoln, NB: University of Nebraska Press, 1993.    Shakespeare, William. The Tragedy of Macbeth. http://chemicool.com/Shakespeare/macbeth/full.html, no lin.    Siddons, Sarah. "Memoranda: Remarks on the Character of Lady Macbeth." The Life of Mrs. Siddons. Thomas Campbell. London: Effingham Wilson, 1834. Rpt. in Women Reading Shakespeare 1660-1900. Ann Thompson and Sasha Roberts, eds. Manchester, UK: Manchester University Press, 1997.    Wilson, H. S. On the Design of Shakespearean Tragedy. Toronto, Canada: University of Toronto Press, 1957.

The Sea Goddess Bard :: Short Story Stories Essays

The Sea Goddess' Bard The sun had just climbed above the rock columns and wave beaten, natural arch that formed the eastern wall of the bay; a sheer rock cliff rimmed the western border. The late summer off-season was finally nearing its end and the raging surf was beginning to tame. The waters were still too rough for fishing, but Kiauch had his skiff out in the center of his father's sheltered bay. "I don't know, Rajath." Kethral shook his head as he watched his willful, eldest son maneuver the skiff across the bay. The young minotaur's dark form showed up clearly against the white of the spritsail even at this distance. "Kiauch worries me." "He's well away from the stacks and arch. As long as he doesn't go beyond the headland, he should be fine," Rajath reassured his brother. "No!" Kethral snapped, "I mean all that bard nonsense." "Oh." Seen separately, one could easily mistake one brother for the other. Both had the same golden brown coat, but where Kethral was square built and powerful, Rajath had a sensitive, slender grace. "Ever since that storm on his initial voyage all he talks about is becoming a bard. A bard of all things! Before then he couldn't wait to be a fisher." "Having a ship snap in two under your feet is enough to unnerve anyone," Rajath pointed out as Sekra, his bride of less than two months joined them on their vigil. "Give Kiauch time. He'll come around." "He'd better," the elder Os'Liath grumbled. Long ago, he had promised his first born to Vestiya, and the Lady of the Sea had no tolerance for oath breakers. Sekra smiled as she watched her nephew. Being new to the family, she saw what the others seemed to overlook. Despite their outward differences, her brother-in-law and his son were practically identical. Once either one of them got an idea in his head there was no dissuading him. Sekra very much doubted that Kiauch ever would 'come around.' Sekra gasped as a great wave buffeted her nephew's skiff. "I don't know," she said as Kiauch nosed into it and, aside from a good dousing, managed to keep his boat afloat. "Look at the way he's sporting on the waves; that doesn't look like fear to me." "Hmm," Kethral rumbled deep in his throat. "Ah, Sekra's right. Kiauch is no more afraid of the sea than he is of breathing.