Indian Automobile Industry Essay Example for Free

Indian Automobile Industry Essay These include passenger cars which are divided into following 6 categories depending upon length: 1. Mini – Car length upto 3400 mm – Maruti 800 and REVA 2. Compact – Length between 3401 and 4000 mm – Maruti Alto, Tata Indica, Hyundai Santro 3. Midsize – Length between 4001 and 4500 mm – Maruti Esteem, Tata Indigo, Hyundai Accent 4. Executive – Length between 4501 and 4700 mm – Toyota Corolla, Honda Civic 5. Premium – Length between 4701 and 5000 mm – Honda Accord, Hyundai Sonata 6. Luxury – Length above 5000 mm – Mercedes S-class 2. Utility Vehicles: Tata Sumo and Safari, Toyota Qualis. 3. Multi Utility Vehicles: Maruti Omni and Versa 4. Commercial Vehicles These are divided into 2 categories according to the loads they can carry: 4. 1. Light Commercial Vehicles – Gross vehicle weight limit is 7. 5 tonnes – Cargo, Tempo, Mini Buses, and Mini Trucks etc. Major players are Tata Motors Ltd. , Swaraj Mazda Ltd. , Mahindra and Mahindra Ltd. 2. Medium Heavy Commercial Vehicles – Gross vehicle weight limit is above 7. 5 tonnes – Cargo, Trucks, Buses, Trailers. Tata Motors Ltd. and Ashok Leyland Ltd are major players. Scope of Study and Methodology. We begin with an overview of the automobile industry followed by a competitive analysis of the â€Å"Passenger Cars† part of the industry on the following criteria: †¢ Product †¢ Brand †¢ Pricing †¢ Distribution †¢ Marketing Communication In each of these contexts, we try to compare the strategies used by players in different segments: from entry level A segment, to most-competitive B-segment to niche SUVs. We cite examples from cars that have been really successful in any parameter as well as the debacles. Finally, we segment the consumer based on our primary research and discuss their distinctive characteristics. On the basis of our study, we infer the critical factors for success in market and derive insights out of the study. To carry out the above study, we carried out: Secondary research: We scoured the internet including industry data from SIAM and IBEF. We referred to old newspaper and magazine articles as required. This was primarily our basis for competitive analysis. Primary Research: To understand the consumer mindset, we carried out a survey. This survey was conducted online as well as in 14-sector market, Gurgaon. The survey had 94 respondents as below: [pic] We supplemented the survey with interviews Customer Relations Manager at Orion Hyundai and Apra-Motors Maruti showroom. Overview of Indian Passenger Vehicles Industry Indian economy has grown at an average rate of above 8% in the last 5 years and services followed by industrial production have made excellent contributions to this growth. Auto industry has contributed to the GDP to the tune of 5%. The Passenger Vehicles (PV) market grew 14% YoY to 1. 76 million units as against 1. 54 million units sold in last financial year(FY 06-07). It is mainly on account of the impressive growth in the passenger car segment which contributed 80% to the total Passenger Vehicle sales in financial year 2007-08. It (PV) was backed by healthy growth in its domestic sales and exports. Domestic sales grew 12% YoY to 1. 54 million units in financial year 2007-08, whereas the exports increased by 9. 4% YoY to 2. 1 lakhs units in the same time. Over the last five years total PV production has increased at a CAGR of 19. 5%, from 7. 2 lakhs units in 2002-03 to 1. 76 million units in 2007-08. The growth was mainly made possible due to 2 major factors: 1. The continuous improvement in the living standards of the middle class, and subsequent increase in their disposable incomes. 2. the liberalization steps taken by the Indian Government such as relaxation of the foreign exchange and equity regulations, reduction of import tariffs, and refining the banking policies have played an equally important role in bringing the Indian Automobile industry to present level. Add to this the easy availability of components and competence; the global auto companies are looking at India as the manufacturing hub for the next generation models. India is poised to become small car hub, not only in terms of production but also product development. Global car majors like Nissan, Hyundai, General Motors, Mercedes Benz and Renault have made huge investments owing to the positive sentiment in the market. Major Manufacturers in Passenger Cars Industry in India are: †¢ Maruti Udyog Ltd. (45% market share) †¢ Hyundai Motor India Ltd. (16%) †¢ Honda Motors †¢ Tata Motors Ltd. (14%) Overall, there is still just 1 car per 100 people in India as against 74 cars per 100 in US. Thus, Indian market has a huge potential in future. Competitive Analysis Product level Analysis. Here, we study the product strategy of automobile industry from a marketing point of view. We begin with a study of customer-value hierarchy, of which the marketer needs to address each of the five levels while planning product offering. Then in product differentiation we study different factors on which car is differentiated. Customer-Value Hierarchy (Product levels): |Core benefit |It is the service or benefit the customer is really buying. In case of automobiles those benefits are | | |convenience, transportation, speed. | |Basic product |At second level the core benefit is turned into basic product. In the case the product is car. It | | |typically includes an IC engine, mechanism to provide motion and steering, chassis. | |Expected product |At the third level, an expected product is prepared which includes a set of attributes and conditions | | |buyers normally expect when they purchase a product. All car buyers expect comfort, safety and | | |functional characteristics (fuel economy, handling, repair frequency etc). Other expectations differ | | |from one segment of buyers to other. For a middle class buyer value for money is important for e. g. | | | Maruti 800 but for an upper class buyer where money is not an issue, prestige is the criteria for e.g. | | |Hyundai Tucson, Jaguar etc. Other expectations include good sound system, leather upholstery, more | | |seating capacity, more power etc. | |Augmented product |It is a product that exceeds consumer expectations. It is created by inclusion of additional features, | | |benefits, attributes or related services that serve to differentiate the product from its competitors. | | |For automobile industry these features include insurance service, test drive, attractive offers, after | | |sales service, availability of service centres, easy financing options such as EMIs, wide dealer | | |network etc. | |Potential product |It encompasses all the possible augmentations and transformations the product or offering might undergo| | |in the future. These include latest technology, design changes etc for e. g. Design of Maruti 800 has | | |changed consistently over the years. | Product Differentiation: |Features |Cars are often offered with varying features that supplement their basic function. For e. g. Hyundai i10| | |(a compact car) boasts of features similar to a sedan. | |Performance quality |Performance is becoming an increasingly important dimension for differentiation. Car companies invest | | |hugely on RD to come up with new improved engines so that performance can be improved. For e. g. Santro| | |Xing considers its eRLX engine as a differentiator. | |Reliability |It is a measure of the probability that a product will not malfunction or fail within a specified time | | |period. Maruti Omni is one such car; it is differentiated as a ‘faithful workhorse’. | |Style |It describes the product’s look and feel to the buyer. It is very important because even before | | |performance people judge a car by its look. Swift DZire from Maruti stable claims itself as ‘the heart | | |car’ with striking looks. | |Design |Apart from look and feel, this factor takes into account the function of the product as well. Maruti | | |SX4 claims of revolutionary European design. | Brand Maruti 800, the entry level car in the Indian market, has long been positioned as the family car. While it competes against bigger B-segment cars, its sales have been cannibalized recently by Alto whose basic model is priced jus Rs. 30,000 above the basic M800. Through the Alto, Maruti is trying to move the consumer up the value chain. M800 has also been targeting the semi-urban and rural areas where it is positioned as an alternative to two-wheeler. To see how to manage an automobile brand through its product life cycle, we look at Santro Xing and Tata Indica. Both were launched around 10 years ago, and have evolved and repositioned themselves successfully. Santro was launched in 1998 as an upgrade for the entry-level car and positioned as a family car targeted at 35-40 year olds. In 2003, the product was refreshed as Santro Xing. The brand now aimed to appeal to the first time car buyers rather than be an upgrade. To catch the young buyers in 25-30 year age group, the brand was positioned as the â€Å"Sunshine car. † Sunshine was communicating two intangibles: Freshness and youthful attitude. The brand moved to a Change your life positioning. Today, Santro is facing declining phase in maturity stage in its PLC. The sales have stagnated and price war from Maruti and a slew of new launches in compact car segment have hurt the sales of Santro. Santro is banking on price cuts and sales promotions to stay afloat. Hyundai has recently launched a new brand i10 to take the place of Santro. Similarly, Tata Motors recently launched the new generation Indica Vista. This is an update on Indica V2’s seven variants. Over the years, Tata has invested heavily in product and brand development, yet the sales of Indica have recently declined. This is because the product has reached the declining maturity stage. And to counter this, Tata’s have gone in for strategy of product modification. Indica Vista is Tatas entry into the luxury hatchback segment which is dominated by Maruti Swift and has new entrants like Hyundai i10. The original Indica has also been retained in the product line. These two product lines together offer a wide choice to the customers from price points of Rs 2. 80 lakhs to Rs 5 Lakhs. The Indica Vista has a new tagline of â€Å"Changes Everything† is used to communicate that the brand has changed. The ads are also more tuned to attract the new generation. However, the core strength of the brand remains its value proposition. In the C and D segment, the cars are positioned on distinct personalities rather than benefits or attributes. For example, when GM launched Optra against heavy-weights such as Honda City and Sonata, it aimed at an emotional positioning platform. The brand, which was targeted at executives in age 30-45, tried to communicate Love, Care and Warmth as its core values. To convey this, Optra used an apt tagline, â€Å"For a special journey called life. † Niche cars use their own unique appeals e. g. SUVs such as Scorpio position on their size and sense of adventure. Thus, we have seen that while brands manage to differentiate from each other through a unique proposition, there is some commonality in how cars are positioned within each segment. Pricing Pricing decisions are management decisions about what to charge for the products and services that the companies deliver. In car industry, the pricing decisions vary from segment to segment. In entry level cars, the companies price the cars low and give all basic features a car would offer. This segment had a monopoly in India with Maruti 800 being the sole player. Maruti has traditionally been employing promotional schemes to increase the sales of Maruti 800 rather than decreasing its price. In compact car segment, the cars cater to the affluent middle-class people who wish to graduate to cars which provide extra glamour compared to entry level cars. Due to fierce competition in this segment price emerges as an important factor affecting the purchasing decision of consumers. Hence the pricing decision is not only dependent on the perceived value of the customer but also dependent on the competitor’s pricing strategies. Maruti’s aggressive price reduction of Alto has displaced Hyundai’s Santro from No. 1 spot in 2004. In Mid-size segment, as the customers’ aspirations are more inclined towards design, advanced features and luxury the car offers, pricing doesn’t play as big a role as it does in compact segment. In fact, there is a tag of premiumness attached to the price in this segment. As an example, Hyundai Elantra’s sales dropped when its price had been reduced from Rs. 10lakh to Rs. 8 lakh. Distribution This section is explained through the study the supply chain at Maruti Udyog Limited (MUL). Logistics goes beyond mere distribution management. It is improving the quality of the supply chain itself to achieve a cost-effective distribution mechanism. This is the philosophy which drives Maruti Udyog Ltd (MUL), the countrys biggest passenger car manufacturer. Dependent on over 300 suppliers for some 7,000 components that go into its 9 major models and their 200 variants, the company keeps control over costs at every stage to remain competitive. This is achieved only through close coordination with the vendors. The streamlined state of supply chain at Maruti is achieved through following measures: †¢ It implements innovative material handling solutions which reduces wastage. †¢ It collaborates with its vendors to localize components supply. This not only increases productivity but also removes uncertainties in supply. †¢ The schedule for indenting components is precisely planned so that inventory holding process is optimized. The schedules issued every fortnight are further fine tuned by an online system for replenishment of inventory on an electronic card system. This avoids inventory build up or unanticipated deliveries by vendors as supplies are made only after receipt of the indent card from MUL. This brings inventory management down to the doorsteps of the vendors, who produce only what is indented †¢ The delivery instruction are revised daily and location wise to exactly meet the assembly line requirements. This strategy is adopted to tackle the fluctuating market demand, accentuated by the intense competition in the automobile business now. †¢ Various steps are taken to improve the productivity of operator and machine and reducing and recycling waste. Marketing Communication Hyundai, a Korean car company launched its first car, SANTRO in 1998. They had many challenges as Maruti had a strong hold over the car market, and people were not willing to accept the tall boy car. Moreover the customers were skeptical regarding after sales-service support and spares availability and had limited belief in the Korean car company. Hyundai came up with advertisements which focused on car quality. They had Shahrukh Khan as their brand ambassador. They started with teaser ads but later promoted it as the ‘Sunshine Car indicating freshness and youthful attitude Maruti, on the other hand, concentrated on its wide service network and spare parts availability, Hyundai gave a lot of stress on car features in its advertisement for e. g. Hyundai came up with Zip drive. In 2003 a new trend was seen where in advertisements of Mahindra Bolero, Mahindra Scorpio and Hyundai Santro, women were seen driving the car. Thus targeting the fast growing working women segment. Hyundai has come up with special schemes for working women. They are also offering loans to women at 0. 75% lower rate of interest than the market rate. MSIL and GM India have introduced special financing schemes to attract customers from semi urban and rural areas. In 2007 when Maruti launched SX4, they positioned it as a ‘manly car’ through their ads. Xeta introduced by Tata was aimed at rendering better fuel efficiency at a competitive price and the ads highlighted it. They aimed to create a unique brand identity in petrol segment and promoted it through ads, print media ads, internet and test drive. In 2002 Hyundai topped TV advertising in 2002 but from 2003 Maruti picked up and came to number one slot. About 50% of the advertisement is done during feature films and news bulletin. For the newly launched i10 Hyundai has aggressively advertised it by posters of i10 throughout the showroom and hanging banners. (see examples of print ads of cars in various segments in Annexure 2) Consumer Segments and their Distinctive Characteristics. Instead of developing segment profiles based on secondary research, we categorised consumers based on our interviews with car dealers and the survey we conducted across various consumer categories. Through this primary data, we identified three broad kind of customers based on their distinctive buying behaviours. †¢ Analytical customer: One who buy car after researching internet and other sources. These customers are aware of the various options available in the market and know what car they need to buy even before their first visit to the dealer. This is usually a middle-class price conscious consumer looking to obtain value for his money. †¢ Confused customer: The biggest category of consumers; those who don’t know which car to buy because they have been the target of a lot of promotions and heard Word-of-Mouth from friends, family and other influencers. These customers have a fair amount of idea of the price and other attributes of the car they want to buy but can’t decide on the actual model. These customers buy the car after a proper need analysis has been done at the car dealer’s showroom. †¢ Copy-cat Customer: The last is the category of the customers who buy a car after seeing a similar car with their friends or neighbours. These people want some exact colour and model and cannot be classified as rational consumers. This category is constituted of those customers who do impulse buying. Further, we look at the consumer for each segment. We observe that in the B-segment a customer usually goes for value-for-money proposition. 67% respondents gave a rating of 4 or 5 to price as a critical factors while buying a car while 74. 4% respondents gave mileage same importance. Most of these people preferred cars priced around 4-6 lakhs. The C and D segment cars sell because their various attributes communicate a certain image. Here, the customer looks for attributes like power, newest technology and exclusivity. Out of the 32 people who rated technology as 5 and 19 people who rated power as 5, majority of them considered buying a car in the price range of 6 lakhs and above. Resale value of the car and the number of service stations is crucial deal-maker. Most of the consumers and the company people also say that the ad campaigns and the endorsements don’t play a major role in deciding which car to buy apart from creating awareness about the launch and availability of the new model. Only 6% of people rated endorsements as 5 as a deciding criteria. SUVs are normally the second or third car in the family. These consumers do not buy on the value proposition but rather on the image proposition. Seating capacity, premium image, innovative features and a need to portray an adventurous image are some of the benefits that a customer seeks from the SUV that he is buying. The survey results also depict that consumers are more inclined towards new models launched in the market including new variants of old cars. Maruti SX4, Hyundai i10 and Maruti Swift are the cars that appeal to most of the respondents. Factors Critical for Success. Selling a car is part delivering product and part providing service. So the car manufacturer has to ensure both quality of the product and the experience of using it. However, we must understand that the typical customer for a B-segment car differs significantly from that of an SUV. His lifestyle, his car usage, and his expectations from his vehicle change. In the B segment, there are three factors critical for success: †¢ Value for Money- This is a price-conscious consumer. For a car, price constitutes one time purchase price, as well as the petrol costs reflected in the mileage. In our survey as well as our talk we the Hyundai dealer †¢ After sales service network- When we asked the Hyundai dealer, what was the one thing a new player needed to provide to compete with them or Maruti, we met one word response: service. In fact, the dealer provided the example of Ford saying, while their cars had great engine and quality, they couldnt compete nationally because of poor after sales service network. Ford has now made a tie-up with Tatas to rectify the same. †¢ Product Quality- Since, the car market works essentially through Word-of-Mouth, it is crucial that you product meets the consumer expectation. Else, you run the risk of losing the customer not only from this car, but your company altogether, and taking additional potential customers with him. As we move into C-segment, value for money becomes lower in priority for the customer. He is looking for a status symbol now. These critical factors come in †¢ Prestige- There must be a buzz around your brand and the brand should have a premium image. †¢ Power The cars in this category have more power giving a better pick-up and smoother drive. †¢ Latest technology- The sedans are known for newest innovative technology and the customers are seen to prefer product innovations. †¢ Safety Safety features have often been neglected in the Indian markets. But typically sedans come fitted with the state of the art safety features. Insights derived out of Study †¢ Buying a car is a family decision- this held true across the board in our survey, with majority of respondents owning one family-per-car. However, the women are not much of an influencer while buying a car- in fact, most hesitated to respond to the survey, pushing their accompanying male ahead. †¢ Hyundais strength is technology and product quality, while people look to Maruti for good after sales service and high resale value. †¢ Dealer-manufacturer relationship is crucial- car companies depend on the dealers to tap the nerve of the local consumers. So the relationship between the company and the dealer needs to be good. In most cases the companies allow the dealers to run local promotional schemes and take other such initiatives. †¢ Endorsements and advertisements have minimal influence on customer decision (the B-segment). From the survey, we infer that when a middle class customer is shelling Rs 4-6 Lakhs from his pocket, he normally does considerable research before buying a car. †¢ Safety provisions- Indian car manufacturers do not provide ABS and airbags as standard safety features in entry level and B segment cars, while they do so in models they export. The consumer is also not demanding these yet. †¢ Cars are still a prestige issue in the semi urban and rural areas. Many consumers in these areas buy those cars which their neighbours have bought. †¢ Car awards and launch of a new model boost up the sales overtime. But the real sales happen only because of the quality of the product and not because of promotion.

Autism Essays -- essays research papers fc

Autism 1. Definition Autism- is a developmental disability significantly affecting verbal and nonverbal communication and social interaction, generally evident before the age of 3, that adversely affects a child’s educational performance. Other characteristics often associated with autism are engagement in repetitive activities and stereotyped movements, resistance to environmental change or change in daily routines, and unusual responses to sensory experiences. 2. Common Characteristics Inability to use speech for communication Withdrawal from people Unusual bodily movements and peculiar mannerisms Abnormal responses to one or more types of sensory stimuli, sound or touch Lack of appropriate play Preoccupation with hands (flapping) Fluctuation between passive vs. aggressive behavior Need for patterns or sameness 3. Teaching Strategies Use a consistent behavior modification program Teach in a less stimulating area Use an established routine with repetitive transition strategies Be predictable Use vigorous aerobic exercise to reduce self-stimulating behavior   Ã‚  Ã‚  Ã‚  Ã‚  Be aware of safety hazards in their environment 4. Causes Scientists are unsure of the cause but evidence indicates that autism results from biological abnormalities in brain structure and function. Mutations in genes are important in causing autism. 5. Suggested Activities Any aerobic exercise: Walking, Jogging, running, bicycling, swimming, in-line skating, dancing, basketball, cross country skiing 6. How Autism effects movement Autism causes repetitive physical movements that can impair their learning and communication abilities. Autism I. Introduction Autism, also known as autistic disorder and infant autism, is a disorder that severely impairs development of a person's ability to communicate, interact with other people, and maintain normal contact with the outside world. The disorder was first described in 1943 by American psychiatrist Leo Kanner. Autism is a condition occurring in young children before the age of three years. One of the most common developmental disabilities, autism affects 2 to 5 out of every 10,000 children. It is four to five times more common in males than in females. II. Characteristics Autism is often referred to as a spectrum disorder, a disorder in which symptoms can occur in any combination and with varying degrees of severity.... ...nd movements, social withdrawal, and impaired language development. The disorder appears before the age of four and affects only girls. Some experts regard these disorders as mild forms of autism rather than as separate disorders. Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Autism is a disorder that impacts a person’s ability to communicate and interact with other people and the outside world. Symptoms of this disorder are evident during infancy and the earlier this disorder is diagnosed the better. With proper treatment symptoms can be suppressed to the point where it is difficult to see that the person is autistic. It is also very possible for an autistic person to lead a normal life. The best treatments for autism are physical therapy and aerobic exercise. Works Cited 1. Autism retrieved November 1, 2001, from www.content.health.msn.com 2. Gillberg, Christopher. What is Autism? Retrieved November 1, 2001, from www.autism-society.org 3. Sherrill, Claudine. (1998) Adapted Physical Activity, Recreation and Sport: 5th edition. Boston: McGraw Hill 4. Use of Physical Activity to Improve Behavior of Children with Autism. Retrieved November 1, 2001, from www.palaestra.com/autism

The Adoration of Jenna Fox

The Adoration of Jenna Fox- Essay Would your conscience be clear knowing that you illegally modified someone to save their life? This choice was made by parents Claire and Mathew Fox. The Adoration of Jenna Fox tells the story of a parent’s hard decision to genetically modify their daughter Jenna with BioGel. With this major decision, comes many side effects, including the loss of most her memory, therefore she questions what it is to be human. This essay discusses the effect on not only Jenna, but her parents, her grandmother Lily and her new friend Allys.Jenna develops anger towards her parents, not for their decision to her modify, but the fact they lied to her. In Details (130), Jenna asks her parents â€Å"Why didn’t you tell me? The minute I woke up? Didn’t I deserve to know? † This series of short rhetorical questions release a lot of Jenna’s feelings of being confused and angry. She also answers her own questions because she doesn’t w ant to hear the answer. When her parents won’t discuss what happened, Jenna starts digging to find answers. In Denied (134), Jenna says: â€Å"The pieces speak, but there are not enough.Yet† Jenna says this to herself to reassure her that she will eventually belong in society. This line also contains hidden meanings including the fact that she cannot understand the events that occurred. Similarly, the line; â€Å"Uploaded? You uploaded my brain? † (Father -117) also uses rhetorical questions. The use of the word â€Å"you† once again, shows her anger towards her parents in a direct manner. It makes them feel bad for their lies and the secrets they kept, therefore Jenna starts to question humanity and what are human qualities.Throughout the book, Jenna questions whether her parents’ decision was right or wrong- not legally, but morally. She constantly asks herself whether the choice to modify her was for her or her parents’ benefit, or whethe r she was just a lab pet for her father’s experiments. In Lily (126), Lily and Jenna have one of their first real conversations; â€Å"’I said good-bye. I grieved. Then a few hours later, your parents told me what they had done. ’ ’And you thought it was wrong? ’ ’I’m not like your parents.I think there are worse things than dying. ’† Jenna is very surprised of Lily’s honesty and starts to appreciate their relationship. Lily is obviously against the Fox’s decision to modify Jenna and believes that Jenna has the right to know. This leaves Jenna to believe that her parents’ decision was for their benefit only. As Lily and Jenna’s relationship strengthens, Jenna is more open to listen to Lily’s onion and what she has to say. One example of this is from The Greenhouse (142). â€Å"’I’m sorry,’ she says. But I’m not sorry I told you. It just isn’t right. à ¢â‚¬â„¢Ã¢â‚¬  This is another example of the Fox’s wrong decisions and how Lily and Jenna’s relationship tightens. By this time, Jenna becomes certain that modifying her was for her parents’ benefit and in Control; Jenna confronts her parents to find they are only making excuses. Another bad choice is expressed in Backup (189). ‘I know, Father’. I sit down in the chair opposite him. ‘There’s those three people in the closet, too. Now that’s what I call a disability. † Jenna says this in a sarcastic way. This is when Jenna starts to build anger towards her parents because they are continuing to lie and make excuses. She is at the point where she doesn’t trust her parents and believes that have done everything wrong. Jenna starts to take action against her parents in A Plan (239), and with the help of Lily, they free the minds of Kara, Locke and herself. By this time, Jenna believes that Claire and Mathew have broken any relationship they ever had with her.With the Fox’s decision, they didn’t hesitate to break the law to save their daughter- but at what consequences. An example of this is in Father (121). â€Å"I’m illegal aren’t I? That’s why we live here. We’re hiding out†. Jenna questions bio-medical ethics and the nature of the soul. She not only questions whether bio-engineering legally right, but morally. As soon as Jenna’s parents’ modified her, they pushed their relationship. In Day One/ New Jenna, the following paragraph discusses moral ethics. â€Å"Does that make you an authority on everything?What about a soul, Father? When you were busy implanting all your neural chips, did you think about that? Did you snip my soul from my old body too? Where did you put it? Show me! Where? Where in all this groundbreaking technology did you insert my soul? † This shows one of the consequences of her parents’ decision. Jen na hates them for lying and their choice to modify her. She starts to realise that there’s more to being human and that the choice to engineer her has taken away all humanity within.Similarly, the line; â€Å"At least with the FSEB’s current point system in place, right? † (Viewpoint 200) expresses Allys’ view towards bio-engineering. Both Allys and Jenna question whether the FSEB can regulate humanity and whether it considers emotions from the soul. In conclusion, Claire and Mathew Fox’s decision to modify Jenna had many consequences including the destruction of relationships. Jenna believes that her modification was only for her parents’ benefit and it was humanely wrong. This is expressed through Jenna, Lily, Allys and Claire and Mathew Fox.

Analysis Of Swift s The Sun Of The Eighteenth Century

Swift’s Neoclassical Classic The sun of the Eighteenth century shines brilliantly on the era of British wealth and power, filling every part of great British life with pride and confidence. British literature, no longer stoic and medieval is revitalized and reclassified. As in the early Renaissance days Restoration authors think highly of Classical literature. Unlike their predecessors however, they are freer with classical style and prose. In one such restoration work, patterned after early Greek and Roman Cynics, author Jonathan Swift Calls the British Isles to action with an unprecedented solution to the problem of poverty; and exemplifies neoclassical literature in satirical style, sordid subject, and solid structure. Satire is one of the distinguishing marks that makes â€Å"A Modest Proposal† a classic example of Neoclassical Literature. In his use of Satire Jonathan Swift was undoubtedly influenced by Greek and Roman cynics who criticized the status quo. Like some of these cynics, instead of offering a reasonable and moral solution to a social problem, Swift captures the attention of the Irish people by a proposition of cannibalism. Describing his proposal Swift writes, â€Å"A child will make two dishes at an entertainment for friends and when the family dines alone the fore or hind quarter will make a reasonable dish and seasoned with a little pepper or salt will be very good boiled on the fourth day especially in winter.† In statements like this Swift use the power ofShow MoreRelatedThe Distorted Images in Heart of Darkness4513 Words   |  19 Pagespaper is divided into five parts: Part 1 is a brief introduction of the author as well as the main idea of the novella. It also makes a clear the writing purpose of the thesis. Namely, to reveal and study Conrad’s imperialist thought in light of the analysis of the distorted images in the novella. Part 2 shows how Africans and Africa are regarded as â€Å"other†. 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These objectives outline the main points that you should understand when you have completed the chapter with its accompanying section(s). Avoid readingRead MoreDeveloping Management Skills404131 Words   |  1617 Pagesbuilt-in pretests and posttests, focus on what you need to learn and to review in order to succeed. Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY Kim S. Cameron UNIVERSITY OF MICHIGAN Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul SingaporeRead MoreExploring Corporate Strategy - Case164366 Words   |  658 Pagesmain issues inï ¬â€šuencing the competitive position of a number of organisations in the same industry with a relatively short case. For a case that permits a more comprehensive industry analysis The Pharmaceutical Industry could be used. However, if the purpose is more focused – illustrating the use of ‘ï ¬ ve forces’ analysis – the TUI case study or Illustration 2.3 on The Steel Industry could be used. Some cases are written entirely from published sources but most have been prepared in cooperation with

Crescent Pure Essay - 1599 Words

Blue - People Purple - Notes Green - PDB Red - Competitors Orange - Decisions Sarah Ryan - Vice President of Marketing, Portland Drake Beverages (PDB). PDB - Manufacturer of organic juices and sparkling waters. Positioning: After segmenting and targeting. Where in customers’ minds the product occupies relative to competing products. Crescent: Non-alcoholic functional beverage, impending launch in three U.S. markets. Acquired in July 2013. Energy-enhancing, hydrating, all-organic ingredients. Energy drinks vs. Sports drink(hydrating) PDB’s competitors: Planned to launch all-natural versions of own sports/energy drinks in second half of 2015. PDB: Due to production capacity constraints, national launch only in early 2015. Soft†¦show more content†¦Energy stimulants: Guarana, ginseng (relieve fatigue, boost concentration/endurance) Fine grain salt for electrolytes. ALL certified organic. No chemicals were used. Also has nutritional information on the can. Product positioning: Options Matt Levor: PDB Market Research Director Energy Drinks: Boost of energy to combat fatigue and promote mental focus. Re-inforce existing perceptions. (Flawed consumer survey indicated energy) Prices: Average $2-$5 for 8-16oz. Average $2.99, above $2.75 price point. 34% consumed in last 6 months. Projected market in 201 is $8.5 billion. Advertising: Targets 18-24 men. Visually startling images, extreme sports, loud rock music. Organic certification and minimal caffeine amount differentiates in market. Concerns: Long-term viability due to negative media attention. Sports drinks: Market: $6.3billion. 42% consider it anytime beverages. Wider consumer base. Not only sports. More often. $1.00 - $2.00 for 12oz and 24oz Ingredients: Water, sugar, salt. Enhance athletic performance. Post workout fatigue Healthier anytime drinks. Prices: $2.75 is above and need to justify premium price. Energy Drinks Sports Drinks Market $8.5 billion $6.3 billion Price $2-$5 $1-$2 Industry average price $2.99 $1 Pricing Strategy Penetration Premium Consumer base 18-24yr Men mostly Anytime beverage. Wider. Market Research: Energy Drinks Sports Drinks Consumer Data 18-34yrs. Parents Household income below 25k HalfShow MoreRelatedCrescent Pure2992 Words   |  12 PagesCrescent Pure Case Analysis Joà £o Nunes The Lisbon MBA Part-Time 15/17 Contents Executive Summary Situation Analysis Company Customers Competition Energy Drinks Sports Drinks SWOT Analysis Strengths Weaknesses Opportunities Threaths Marketing strategy Positioning Alternatives Point of Parity with Energy Drinks Point of Parity with Sports Drinks Point of Differentiation from both categories Recommendation to Management Financials Breakeven Analysis Final Considerations Exhibits Read MoreCase Study Crescent Pure Essay1084 Words   |  5 PagesRosenblatt Marketing Management Business Case Study: Crescent Pure Due to Crescent being Portland Drake Beverages’ (PDB) first entry into the U.S. sport/energy beverage market, there are some issues that PDB should consider with regard to Crescent’s impending launch. These issues consist of determining what customers want, being discussion-worthy and being transparent. Before launching Crescent it is essential to make sure that there is a place for Crescent in the market. Sarah Ryan, Vice President ofRead MoreFactors That Influence The Position Of Crescent Pure Of The Contemporary Market Space1617 Words   |  7 Pages a) There are several factors that can influence the position of Crescent Pure in the contemporary market space. These factors include competitors, market size and consumer preferences. Both competition and market size are of major importance when one explores the positioning of a product. In the case of Crescent Pure, this is vital as Ryan must determine the level of competition that will be faced if the product is marketed as either an energy or sport drink. In the case of an energy product,Read MoreContract Food Service Providers And Vending Machine Operating Companies1011 Words   |  5 Pageswill be targeting office workers, it will be important that Crescent Pure is stocked in the vending machines in most large offices. Availability of Crescent Pure at breakrooms of large corporations will give it a significant foothold in corporate America. Companies such as Compass (and its subsidiary Canteen), Sodexo and Aramark will help us reach inside large office buildings and grow on word of mouth publicity. We want Crescent pure to become the choice of beverage for corporate meetings. AdditionallyRead MoreAnalysis Of Portland Drake Beverages ( Pdb )1669 Words   |  7 PagesIntroduction Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wantedRead MoreThe Menorah Is A Common And Very Sacred Symbol Dating1599 Words   |  7 Pagesmission to be a light unto the nations. It is stated the light is not a violent force and for Israel to accomplish their mission they must set an example and refrain from violent force. Because God supposedly dictated the creation of the Menorah from pure gold, Jewish sages deduced that they must strive for â€Å"solid gold† in regard to motives and behaviors. This means that their character should reflect holy actions. The Menorah also represents the inspiration to embrace holiness. It begins with a centralRead MoreStrategic Marketing 3 March With Solution 2 3 4 5 1860 Words   |  8 PagesMarketing | 2014 - 2015 Crescent Pure Group assignment Group 26 Caixia Zhang 0512912 Ibrahim Emsallak 102704 Seppe Van Den Brande 101836 Skoulas Marios 0514293 Terence van Dijk 0099647 Professors: Dr. Birgit WAUTERS Prof. Kim WILLEMS 05.03.2015 Table of content 1. Given that Crescent is PDB’s first entry in the US sport and/or energy beverage market, what must PDB do in regard to Crescent’s pending launch? 3 2. What factors should influence the positioning of Crescent? (textbook chapterRead MoreStrategic Marketing Case 1 Essay2887 Words   |  12 Pagesï » ¿ Strategic Marketing Crescent Pure Case by Cenker Arslan (0511394) Mert Bayraktar (0514486) Umut Fisek (0514234) Cem Ziya Gà ¼rsoy (0513408) Muhammet Cihat Mete (0513241) Portland Drake Beverages (PDB) is a manufacturer of organic juices and sparkling waters, which bought Crescent that is founded in 2008 by Peter Hoober whom already realized a market opportunity for a healthy energizing drink. Although he has started that production and selling of Crescent as a hobby, later on it became aRead More Our Moving Fate: A Study of El Greco’s Assumption of the Virgin1741 Words   |  7 Pagesman into that of God. Just above the area of importance, the Virgin’s feet are balanced on a gold concave-up crescent. The points on each side project upwards and seem to be striving for the heavens, pulling Mary up with them. The first glimpse of motion is seen here, as the bottom tip of Mary’s blue gown hangs over the left side of the crescent. It is as if the upward motion of the crescent, and Mary, are leaving this corner of cloth behind. Next, a stone pyramid in the background, wedged in betweenRead MoreThe Starry Night By Vincent Van Gogh1633 Words   |  7 Pagesdiviner to the rest of the picture. The moon and the stars add luminosity as a desolate and cold rendering object inside the sky. The crescent moon at the top right corner emit a bright light of orange colour that different from the rest of the stars; this is could be seen as a strong holy wave that was possessed the crescent moon. With an unique orange color, the crescent moon seems to take resemble appearance like the sun. In contrast of light and dark the image of clouds motion emphasizes and lures

What Caused the Vietnam War - 1753 Words

What Caused the Vietnam War? The Vietnam War was caused by many factors that contributed to the warfare in Vietnam during the years of 1959 to 1975. Most factors were the beliefs held by people who wanted to change or to prevent Vietnam becoming an Independent Country. Many people suffered due to these beliefs and policies and that the Vietnam War is now considered as one of the most distressing moments in the 20th Century. So why did the US become involved in the Vietnam War? What was Ho Chi Minh thinking when he was fighting for Nationalism? Who was Diem? And why was the Vietnam War have such a devesting impact on both the US and Vietnam. The civil war between the French and Viet Minh was a major cause of the war. It is said that the†¦show more content†¦Furthermore, one of the major ideologies of the Vietnam War was what type of government should rule Vietnam and neighbouring countries. Ho, although he believed in Nationalism, became a Communist because their was no other way to ensure Vietnams future of becoming an Independent country. Communism believed in the unity within the country, the equality of financial status and in the home, and to have a ‘utopian society where everybody accepted each other on the same level and therefore, having only one party to have ruling power over the country with no disagreements. However, to become a Communist Government, there needs to be a party willing to use force against its own people to gain authority. Ho, was one such person to lead the Viet Minh against the Viet Cong, which contained an army of the South Vietnamese soldiers and allied forces. Communism beli eves that a Democracy, such as Americas, was full of greed and that it was a society that did not determine equality very well in both economical values and also within the community. However, the Viet Cong, or known as Diems and USs army, believed the opposite in which Communism was a vile type of government, and that their Democracy was the ‘superior type of government. America especially wanted to create social cohesion by introducing their type of Democracy to South-East Asia before the Domino Theory came into effect. Consequently, different ideologies on what type of governmentShow MoreRelated How Can They Succeed?1034 Words   |  5 Pagesart critic, biographer, and Christian apologist, like that â€Å"The true soldier fights not because he hates what is in front of him, but because he loves what is behind him.† In the Vietnam War, many official soldiers and civilians took part in the combat. It started from December 1956 to 1975, nearly 20 years, in Vietnam. The V ietnam War was a war between North Vietnam and government of South Vietnam that United States participated and supported. It was a highlight in Vietnamese history and United StatesRead MoreThe War Of The Vietnam War1370 Words   |  6 PagesThe Vietnam War, lasting almost twenty years and deploying 2.7 million troops to the front lines, was one of the largest wars in United States history. Beginning August 2nd, 1964, the war killed 58,000 American soldiers and disabled twice that number. The war brought humiliation to our great nation, and created very overwhelming tensions, in a quote by President Nixon, â€Å"Let us be united against defeat. Because let us understand: North Vietnam cannot defeat or humiliate the United States. Only AmericansRead MoreThe Vietnam War Was The Biggest Failure Of The 20th Century1628 Words   |  7 PagesThe Vietnam War The Vietnam War is one of the most controversial wars the United States participated in. Communism in the 20th century, was a huge threat to the U.S. It become a priority of the U.S. to stop the spread of Communism. In the late 1940s, the French struggled to control its colonies in Indochina - Vietnam, Cambodia, and Laos (history.state.gov). The U.S. saw that the French were struggling in south Vietnam so they decided to come and help France. They tried to support France and theRead MoreAgent Orange : Medical Ethics1657 Words   |  7 PagesMotivation: Throughout the past Forty years the Vietnam war and it’s after effects have shaped and changed so many individuals and their lives. I will expose a deeper look at what actually occurred during the war and most importantly what actually caused the millions and millions of lives; both Vietnamese, Japanese, and American. Problem statement: With war comes after effects and throughout the past Forty years many American Veterans from Vietnam have had health complications and issues due toRead MoreApush Vietnam War886 Words   |  4 PagesOne foreign affair was known as Vietnam. The Vietnam War was the longest war in the nation’s history. This war, from both abroad and at home, drastically changed the society of America, socially, economically, and politically. It caused for much anti-war sentiment and fueled the counter culture movement, it caused inflation and contributed to the stagflation, and brought down Johnson’s reputation and caused for several changes in legislation. While the Vietnam War raged on, other movements roseRead MoreThe Vietnam War And Its Horrors1130 Words   |  5 Pages The Vietnam War and its horrors came into the living rooms of people through from news reports through television. This war was the first war to issue full freedom to the press. There was a huge response to what people saw in a negative way. Many people thought the war should not have been televised. According to â€Å"U.S. at War: A History of Shame†, it was until 1965 that the Vietnam War became a big story on television. Journalism coverage of this war using television had a huge effect on the peopleRead MoreThe Vietnam War1100 Words   |  5 PagesThe Vietnam War began on November 1st, 1955.Vietnam decided to have this war because since a very long time ago, Vietnam wished to have a government that was independent, since it has been for a long period of time, colonized first by China, then France and Japan. The United States started this war as a result of the Cold War. This war is caused by the belief that communism was going to expand through south-east Asia, which is not of great content for the United States, since they hold a capitalistRead MoreDBQ Vietnam War APUSH892 Words   |  4 Pagesnation in such controversial turmoil as the Vietnam War. With an American death toll of almost 60,000 troops, the Vietnam War has gone down in infamy as one of the most tremendous struggles Americans have faced both overseas and on the home front. Because of the tumultuous controversies caused by the war, Americans split into two social factions – those against the war and those who supported it. During the years of 1961-1975 - the era in which the war had its greatest effect on Americans - theRead MoreMedia Coverage of the Vietnam War Essay952 Words   |  4 PagesVietnam and the Medias Coverage of It Vietnam is unlike any war ever fought, unlike other war that we fought none before that brought so much controversy as to how it was covered by the media, it forever changed the way we the public looked at war. As technology evolved so did the ability to cover news. In the years prior to Vietnam there was only radio and television was not yet in every household, not to mention there wasnt no color televisions and very few colorRead MoreThe War Of The Vietnam War1744 Words   |  7 PagesWhen the War first started the United States claimed that the reason behind the war was to contain communist aggression and expansion. The U.S. claimed that the war was caused by outside aggression from the communist North Vietnam and that South Vietnam’s independence was being threatened by the North. This was what the public was led to believe and what policy makers did believe. The United States was the defender of the world against communism. They were the knight in shining armor that would come

Therapeutic Recreation Free Essays

Therapeutic Recreation is the purposeful utilization or enhancement of leisure as a way to maximize a person’s overall health, well being, or quality of life. Therapeutic Recreation programs for mental illness may have seasonal classes in many areas that may include exercise, swim, adapted karate and crafts. Therapeutic recreation programs are specifically designed for individuals with disabilities. We will write a custom essay sample on Therapeutic Recreation or any similar topic only for you Order Now Groups are usually small and the participant to staff ratio is appropriate to the needs of the group. The activities are planned to meet the interest of the participants and can be individualized. In different communities there are different things for people with mental illness to do. In some community they even have jobs people can do to get them back in the community and working. Lamar Missouri has lots of programs that put people that have mental illness in jobs. I have even talked to the manager for Mc Donald and he has put to work people with mental illness and he said to me they are the best dam workers I think I have. Even in Pittsburg Kansas they have programs to put clients into the work place and let them make some money. Some people see working in society are jobs but the clients see it as a way to get out of the house and they enjoy it to an extent I would say it is recreation. Some general recreation programs may be adapted to include a person with a disability using auxiliary aids and services, but the structure of the activity, group size and staff remains the same. Making it a little harder on the staff and the staff are not able to provide one to one assistance or specialized support to an extent. Some places there are programs and activities that can suit all ages, interests, and skill levels. Activities include swimming classes, craft classes, trips, camps, children’s programs, special events, and varied offerings every season. One program I was reading about was dancing. It is for ages 15 and up with mental illness. You dance to a world of rhythm and engage in playful rhythmic movement for fitness and coordination. Includes line dances, circle dances, folk dances. Designed especially for teens, and adults with developmental disabilities, that one was for a person with higher function. There are programs a person with lower functioning can dance to as well. You can take that program and modify a little and make it for any one or any age very easily. The program I was reading made people pay for the programs but with some more modifications and some sponsors it could be all free. Some places they have ides facilitate the individuals with mental illness into programs at their neighborhood recreation centers, assuring that cities and parks and recreation programs are accessible and usable by all citizens. Inclusion aides conduct assessments, develop goals for participation, and provide necessary support, including increased supervision levels, adapting games and activities and training of recreation center staff, to ensure that the needs of the person with disabilities are being met. Volunteers are a very important part of the therapeutic recreation services program. In many areas there are a variety of volunteer opportunities are available for those ages thirteen and up including students needing service hours. I don’t know if the program is in this area yet but there is a program Specialized Recreational Program Parenting with love and logic. This program is for parents, and teachers it is a user friendly and often highly successful program that is heavily wrapped in empathy but soles not shield children from consequences of their actions. It empowers children to solve their problems and help parents change their behaviors to relieve stress and pressure. Of course nothing works all the time, but this anecdotal program and the expertise of your presenter will, in a safe and nonthreatening environment, invite you to change the only person you can change, yourself. I think that program would be great for parent that don’t really know how to deal with their children or even the ones that think they do even if it don’t work it still gave them a little more knowledge. It will give them another outlook on how to teach their child. How to cite Therapeutic Recreation, Essay examples