Art 14 - 1321 Words

AR 103: Art Appreciation 12/2/13 Chapter 14-Nature, Knowledge, and Technology Goals and Objectives: To explore works of art which seek to imitate, admire, or judge the world around us. That world consists of animals and plants as well as human constructs: our knowledge systems our technology, and our cities. 1. What do we consider ideal in nature? 19.13, Little Bouquet in a Clay Jar, Jan Bruegel, 1599 In nature, bounteous displays and vivid colors are considered ideal, especially when it comes to flowers. A great example of this is Little Bouquet in a Clay Jar by Jan Bruegel. This is an oil painting of an arrangement of flowers in a modest clay pot. The flowers are extremely voluptuous and bountiful in comparison to the small†¦show more content†¦This was a machine that was constructed of junkyard parts and was designed to self-destruct once up and running. The piece is very UNBALANCED and doesn’t have much SYMMETRY throughout it. It is an absurd machine that takes up a lot of SPACE. The artist did this to display how New York has been built bigger and more absurd, being added onto in great and unplanned ways. By unplanned it means thatShow MoreRelatedThe Theories Of The Theory Of Evolution1802 Words   |  8 Pages(Snyder). Schools worldwide have presented exactly this to the young, impressionable minds of yo ur future doctors, engineers, scientists, and presidents. They assure us that if we give a small amount of mud enough time it can, by itself, bring about the art of da Vinci, the plays of Shakespeare, the music of Mozart, and the brilliant mind of Einstein. I would like you to take just a moment and think about this: For the smallest free-living thing to duplicate itself would need 239 separate protein moleculesRead MoreOutline of Movements in Art813 Words   |  4 PagesOutline of Movements in Art ART 101 Art Appreciation Submitted by: Na’Quisha Powell Submitted to: Instructor: Carrie Ann Wills Date: July 22, 2013 I. Baroque (began around 1600-1750) a. The Baroque era began as artistic revolt against the stylization of Mannerist art and as means of implementing the demands of the Counter-Reformation Church, which sought to restore its religious prominence in the western world in the face of the Protestant threat (Duckett, 2011). The Baroque movementRead MoreEssay on To Autumn1390 Words   |  6 Pagesautumn and harvesting is introduced. Which is why throughout this stanza, Autumn is personified as a harvester. Autumn is found â€Å"on a granary floor† (Line 14), â€Å"by a cider-press† (Line 21) and acting â€Å"like a gleaner† (Line 19). Although what is significant about this, it that Autumn is not really harvesting, but rather â€Å"sitting carelessly† (Line 14), â€Å"sound asleep† (Line 16), or â€Å"watch[ing] the last oozings hours by hours† (Line 22), this suggests the laziness that comes along with fall afternoons.Read MoreSimilarities Between Ancient And Ancient Civilizat ions950 Words   |  4 Pagesclassical history painting set the standard in academic art for generations and became the embodiment of French classics 14. looking at the life and work of Berthe Morisot, Mary Cassatt, or Camille Claudel, and write an essay discussing how her work fit within the artistic movements of the time. Berthe Morisot demonstrated the possibilities for women artists in avant-garde art movements at the end of the 19th century. Once Morisot settled on pursuing art, her family did not impede her career also she wasRead MoreBaroque And The Baroque Era732 Words   |  3 Pagesapproach of Mannerist art. The Baroque art movement combines dramatic works of arts, beautiful details, and emotionally stimulating subject matter to give the viewer a powerful visual experience (Devlin, E. L. 2013) B. Artwork significant to the movement ïÆ' ¼ Merisi, M. (1601). â€Å"Caravaggio, Conversion of Saint Paul† [oil on canvas 7’ 6† x 5’ 9†]. Cerasi Chapel, Santa Maria del Popolo, Rome. In F. S. Kleiner (Ed.), Gardner’s art through the ages: The Western perspective (14 ed., Vol. II, p. 570)Read MoreAlbrecht Durer Self-Portrait Essay1070 Words   |  5 Pagesfigures in the history f European art outside Italy during the Renaissance (Gowing 195). Portraying the questioning spirit of the Renaissance, Durers conviction that he must examine and explore his own situation through capturing the very essence of his role as artist and creator, is reflected in the Self-portrait in a Fur Collared Robe (Strieder 10). With the portrait, Durers highly self-conscious approach to his status as an artist coveys his exalted mission of art more clearly than in any otherRead MoreThe Modern Mentality Regarding the View of Art1008 Words   |  5 Pagesa type of art. Art, as defined by the New Oxford American Dictionary, is the expression or application of human creative skill and imagination . . . producing works to be appreciated primarily for their beauty or emotional power. The majority of people would accept this as a good idea of what art is; but really, what is art to us? Is it a good picture? Is it a catchy tune? Or is it the creativity in the creation of art itself? The effort put into trying to create art? Today, art has becomeRead MoreOPTICAL ILLUSIONS: The Art of Deception of Perception Essay1709 Words   |  7 Pagesin Paris, Festival of 30 June 1878(Figure 3), which illustrates a scene of a festive street, but most people do not connect Monet’s Rue Montorgueil in Paris, Festival of 30 June 1878 with optical illusions. They fail to realize that all art is an optical illusion. A painting is really nothing more than one great optical illusion, â€Å"something that deceives by producing a false or misleading impression of reality† (Optical illusion 1). When you look at a painting you see a sceneRead MoreAnalysis Of The Christian College s ( Pcc ) Definition Of Art, And Dr. Francis Schaeffer s Criteria For Essay1157 Words   |  5 PagesIntro Understanding art is often thought of as being an unreachable goal, but art should not be considered arbitrary because it influences the cultures and societies around us. The purpose of this paper is to define and also establish my opinions on Pensacola Christian College’s (PCC) definition of art, the bibliosophy of art, and Dr. Francis Schaeffer’s criteria for art. These topics are useful for artists as well as anyone else critiquing art, and can also serve as guidelines and standards forRead MoreShould Fine Arts Programs Be Cut From Schools?1046 Words   |  5 PagesKhusi Jhaveri Mrs. Gorski Reading and Language Arts 10 March 2016 Should Fine Arts Programs be Cut from Schools? How would you feel if one of your favorite subjects was cut from school? You would feel disappointed or sad right? That is how I would feel if fine arts programs were cut from my school. For me, the arts are an outlet of my soul where I can explore my passion, and express my creativity. There are some school officials that say cutting arts funding would save money that could go towards

Assignment For Business Regulatory Framework - 1166 Words

Assignment For Business Regulatory Framework Topic-Corporate Crimes and Fraud Detection Name- Padum chetry Roll no-MCI14026 Programme- Integrated m. com Dept – Commerce Name of the sector or industry: Service Sector Name of the individual interviewed: Mr. Jyoti Hazarika Designation: Advocate Educational Qualification: M.A in Economics, LLB Gender: Male Name of the Institution- ......................................School Mobile. No: 9577815974 Correspondence Address: Vill- Ujorashuk, P.O- Jamugurihat, Pin- 784180 Fraud involves one or more persons who intentionally act secretly to deprive another of something of value, for their own benefit. Fraud is as old as humanity itself and can take an unlimited variety of different forms. Fraud is a type of criminal activity, defined as: abuse of position, or false representation, or prejudicing someone s rights for personal gain . In simple words fraud is an act of deception intended for personal gain or to cause a loss to another party. The general criminal offence of fraud can include: †¢ deception whereby someone knowingly makes false representation †¢ or they fail to disclose information †¢ or they abuse a position. Fraud occurring within an organisation is known as corporate fraud. This involves deliberate dishonesty to deceive the public, investors or lending companies, usually resulting in financial gain to the criminals or organisation. The fraud was suspected in the process ofShow MoreRelatedThe Roles and Resposibilies of the Line Mangers in Virgin Atlantics Human Resource Management998 Words   |  4 PagesLONDON SCHOOL OF BUSINESS AND MANAGEMENT NQF level 4: BTEC Higher National – H1 UNIT NO: 21 UNIT TITLE: Human Resource Management ASSIGNMENT NO: 1 ASSIGNMENT TITLE: Human Resource Management UNIT OUTCOMES COVERED: LO 1. Understand the difference between personnel management and human resource management LO 2. Understand how to recruit employees LO 3. 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Charles Goodyear Essay Example For Students

Charles Goodyear Essay Charles GoodyearCharles Goodyear was born in New Haven, Connecticut on December 29, 1800 to Amasa and Cynthia Goodyear. Charless father was a hardware manufacture and a merchant. Amasa Goodyear built mainly farming tools like hayforks and scythes, which he invented. When Charles was a teenager he wanted to go into the ministry and become a pastor, but his father convinced him that he was a good business man and placed him in the hardware store of the Rogers brothers in Philadelphia at the age of seventeen. He worked there until he was twenty-one years old. At that time he returned to New Haven to join his fathers business, making farm tools. For five years he worked for his father, building up the family business. On August 24, 1824, while he was still working for his father he married Clarissa Beecher who also lived in New Haven, Connecticut. In 1826 Charles Goodyear decided to move to Philadelphia, Pennsylvania. There he opened a hardware store where he sold the products that his f ather made. Four years after opening this store both Amasa and Charles Goodyear were bankrupt because they would extend credit to customers and the customers would never pay back the money that they owed. Charless health started to decline and both father and son owed tens of thousands of dollars. For the next thirty years Charles Goodyear was thrown in prison over ten times because he didnt pay his debts. In 1834 when he was in New York, on a business trip, the Roxbury India Rubber Company caught his eye. He decided to go inside the store and take a look around. While he was in the store he saw an India rubber valve on one of the products in the store. He thought that a better valve on a product of his fathers might help them pay off some of their debt. He decided to make a better valve with Indian rubber. A few days later he showed it to the manager of the Roxbury India Rubber Company, who was very impressed with valve, but the manager didnt encourage it because he was afraid that Goodyear might come up with a better type of rubber that didnt melt and get sticky in the summer like India rubber did. Getting a boost of confidence when he went back to Philadelphia, he decided to start experimenting with India rubber. He did his first testing in jail, because immediately upon his return he was put in jail for another debt. The India rubber market was beginning to fail because the rubber would melt in the summer heat, therefore it would cost him almost nothing to buy the rubber. His first try in making rubber better, he combined gum elastic with the India rubber, but when summer came his rubber reacted in the same as the India rubber. The year of 1836 Charles Goodyear had no encouraging results. With the things that he did make out of India rubber (which were failures to making a better type of rubber) they were sold to pawn shops to produce some income. Friends and family would give him money so that he could keep his rubber research going. In 1837 Goodyear devi sed a process in which he coated the India rubber with metal and acid (this is only part of the vulcanization process). On June 17, 1837 he got patent No. 240. In 1837 he moved to Roxbury, Massachusetts, where the India rubber business was started. The India rubber business had rebounded, but only selling limited products. There he met E.M. Chaffee, who invented India rubber and John Haskins, one of the factory managers. They saw some of his work and allowed him to rent a small portion of the factory and use their machinery. There in the winter of 1837-38 he sold shoes, piano covers, and tablecloths utilizing his new process. In winter of 1838 he met a man named Nathaniel M. Hayward who was about to patent his discovery in which he put sulfur on rubber to eliminate the stickiness of the rubber. Goodyear hired Hayward to go more in depth with the experiment using sulfur with India rubber. Jointly they discovered that if they mixed sulfur and oil of turpentine together and then added Goodyears acid and metal coating, this produced a rubber that didnt melt in the hot weather. This process is called vulcanization. They discovered this when they were arguing one day and they spilled the mixture on a stove. It didnt melt it, only burned a little. On February 24, 1839 they got their patent for rubber. By himself, Goodyear investigated into rubber more and discovered how to make soft rubber and hard rubber. Finally, the process was perfect, and Goodyear got the celebrated Patent No. 3,633 on June 15, 1844. Now that he has these patents, you would think that he would be rich, but Goodyear was never able to pay off his debts, so he was obligated to sell licenses and patents for under market value. Now that the rubber industry was well established in the United States he decided to go over to Europe in countries like Germany, France, and Great Britain to expand on his business and maybe make some money. He was in Europe for over 5 years showing exhibits of rubber made pr oducts like jewelry, floor coverings, books, and furniture. On July 1, 1860 he died, in a New York hotel room, morning the death of one of his daughters. When he died he left his widow and six children with a debt of approximately two hundred thousand dollars! Without Goodyears discovery where would we be today? We would still have wood or stone tires. In the summer the soles of our shoes would stick to the pavement and we would never be able to erase on a paper when we made a mistake. It would be a lot more difficult without rubber and the process of vulcanization. .ub697fd4d545544618134dc06466a1d79 , .ub697fd4d545544618134dc06466a1d79 .postImageUrl , .ub697fd4d545544618134dc06466a1d79 .centered-text-area { min-height: 80px; position: relative; } .ub697fd4d545544618134dc06466a1d79 , .ub697fd4d545544618134dc06466a1d79:hover , .ub697fd4d545544618134dc06466a1d79:visited , .ub697fd4d545544618134dc06466a1d79:active { border:0!important; } .ub697fd4d545544618134dc06466a1d79 .clearfix:after { content: ""; display: table; clear: both; } .ub697fd4d545544618134dc06466a1d79 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub697fd4d545544618134dc06466a1d79:active , .ub697fd4d545544618134dc06466a1d79:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub697fd4d545544618134dc06466a1d79 .centered-text-area { width: 100%; position: relative ; } .ub697fd4d545544618134dc06466a1d79 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub697fd4d545544618134dc06466a1d79 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub697fd4d545544618134dc06466a1d79 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub697fd4d545544618134dc06466a1d79:hover .ctaButton { background-color: #34495E!important; } .ub697fd4d545544618134dc06466a1d79 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub697fd4d545544618134dc06466a1d79 .ub697fd4d545544618134dc06466a1d79-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub697fd4d545544618134dc06466a1d79:after { content: ""; display: block; clear: both; } READ: Napoleon Essay Thesis We will write a custom essay on Charles Goodyear specifically for you for only $16.38 $13.9/page Order now

Marketing Plan of New Innovative Product

Morgan LIFE car 2 Morgan Life car two is a product from Morgan life Car Company which is located in Malvern, Worcestershire.Advertising We will write a custom coursework sample on Marketing Plan of New Innovative Product – Morgan Motor Company specifically for you for only $16.05 $11/page Learn More The company was started by Harry Frederick Stanley Morgan in 1910, and it was operated by its founder until his death in the late fifties (the company has since been then been run by the Morgan family, with the founder’s son taking control of the company; and afterwards, the next of kin taking over the company’s operations after the death of the boss) (Sharma 2010, p. 1). Morgan Motor Company is home to more than 150 employees and it has been producing a lot of cars in the past years, with 2007, standing out as a unique year because the company produced more than 630 cars (Sharma 2010, p. 1). The company has since then produced several ca rs, with recent developments being motivated by the â€Å"green† revolution. This revolution has seen the company produce the Morgan life car. After the launch of the first Morgan life car, Morgan Motor Company is planning to launch a later version of the car, titled: Morgan Life car two. This new product is yet to be launched in 2013, and it follows the previous version of the hydrogen-powered Morgan life car (Sharma 2010, p. 1). The new life car two is to be launched alongside another new model from the Morgan Company, but its management has withheld a lot of information regarding the specifications of the new models. However, it is known that the new Morgan life car contains specifications from its older version (which is known to be a light-weight, fuel-celled powered vehicle). The older version was launched in the 2008, Geneva motor car show, but it was never developed for commercial use, except to showcase the potential hydrogen fuel has on the future sustainability of environmentally-friendly vehicles (Sharma 2010, p. 1). The new version of the Morgan life car is however not meant for showcasing only; it is designed for commercial production as well. The previous version of the Morgan life car was built to run 250 miles on a single tank and it was also made to be fueled by hydrogen power (Sharma 2010, p. 1).Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More There are many institutions backing the research and development of this new motor vehicle model, with the technological knowhow supplied by QinetiQ, a technology firm from Britain; expertise from several universities including Cranfield university and University of Oxford, and financing supplied by the government of Britain (Sharma 2010, p. 1). Though the details about the new Morgan Motor car are scanty, this study develops a marketing plan for the new product to be launched in the United Kingdom (UK) market. The potential for the new product will therefore be determined after carrying out a comprehensive analysis of the market (through the use of the PEST and SWOT marketing tools). A deeper analysis will also be undertaken to evaluate the consumer trends in the UK, which will affect: the launch of the product; the market segments to be targeted; suggestions regarding product pricing; product’s distribution channels; product promotion strategies; product competition; and product differentiation strategies. Market Analysis The UK automotive industry, just like other developed markets, is swarmed by several automotive car makers. Several automotive companies have dominated the UK automotive industry with prominent players being Aston martin Land rover, range Rover and the likes (Great Britain: Parliament: House of Commons: Trade and Industry Committee 2007). For centuries, the UK automotive industry has dominated the production of motor vehicles and this fact supports the high turnover of 52.5 sterling pounds in the year 2008; coming a close second to the US automotive industry (Great Britain: Parliament: House of Commons: Trade and Industry Committee 2008). In the 1950s, the UK automotive industry was the largest exporter of motor vehicles in the world, but subsequent decades have seen the proliferation of foreign companies owning most of UK automotive brands such as Riley, Rover and Triumph. PEST Analysis The PEST analysis will be used to evaluate the political, economic, social and technological factors affecting the launch of the Morgan life car two. However, this analysis will strongly incline towards analyzing the automotive environment, as opposed to the company.Advertising We will write a custom coursework sample on Marketing Plan of New Innovative Product – Morgan Motor Company specifically for you for only $16.05 $11/page Learn More This means that focus will be given to how the automotive market wor ks, as opposed to how advantaged (or disadvantaged) Morgan Motor Company is in launching the Morgan Life car two. The following analysis therefore emphasizes on the external factors affecting the launch of the Morgan life car two, as opposed to the internal factors. Political Political forces in the UK automotive industry tend to favor the liberalization of the car industry, especially after the economy was liberalized to allow for foreign participation in the UK car industry (as can be evidenced from the acquisition of several British car maker companies by foreign firms). The liberalization of the car industry in the UK is likely to affect the performance of the Morgan life car two because the product is likely to experience a lot of competition from existing (and new car makers) in the eco-friendly car market. It would therefore be no surprise if the eco-friendly car market in the UK is infiltrated with foreign car makers who aim at exploiting the existing market share (shared by Morgan life car two), by introducing other eco-friendly cars. Already, the liberalization of the economy has seen the infiltration of hybrid vehicles from foreign companies such as Japan into the UK market. However, the political environment of the UK automotive sector is also likely to support the production of more Morgan life cars into the UK market because there seems to be sufficient political power to support research and development activities in the production of the Morgan life car two. Already, the Morgan Company has established that, the government is financing research and development activities included in the production of the Morgan life car (Sharma 2010, p. 1). There has also been increased lobbying within government, in the wake of carbon emission concerns in Europe because several lobbying groups have petitioned the government not to tax car ownership, but car usage. These efforts are aimed at avoiding a possibility of hitting the poor people hardest (in terms of car ownership). Such legislative changes are bound to positively affect the sales of Morgan Life car two.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Economic The UK market poses a good market for the launch of the Morgan life car two because the economic potential of the market is high. Current statistics estimate that more than 80% of the population lives in urban areas, and the income per capita are poised to be more than the average statistics in the wider European continent (Smith 2009). These positive characteristics of the economy aim to affirm the fact that, the country’s population has a high purchasing power and therefore, it can purchase many units of the Morgan life car two, in future. In fact, it is estimated that, the country has an average gross domestic product (GDP) of 1.453 billion pounds, thereby creating a lot of potential for the purchase and sustainability of the Morgan life car two (Senior Watch 2011, p. 1). With such kind of gross domestic product, there is hope that the UK automotive market is bound to enjoy the benefits of a good economy and this is in turn expected to boost car sales. Smith (2009 ) affirms that: â€Å"Economists traditionally use GDP to measure economic progress. If GDP is rising, the economy is good and the nation is moving forward. If GDP is falling, the economy is in trouble and the nation is losing ground† (Smith 2009, p. 2). Though GDP may not always predict the standards of living within any given state, it is normally assumed that, a high standard of living means a high GDP and consequently, this means that, the population in the UK is likely to purchase more Morgan life car two if the economy performs well. The 2007/2008 economic slowdown in Europe, US and other countries, is a strong predictor suggesting that, with a poorly performing economy, the purchase of goods and services within the economy is likely to decline. A robust economy is therefore likely to boss the consumption of goods and services and car sales are likely to increase in the same regard. Social In the last century, the UK seems to have embraced car ownership as a social nece ssity (BBC 2009, p. 1). This is true because the use of cars has been perceived as an essential facilitator of daily duties. In other words, many people are now on the move and cars easily facilitate this movement. Recent statistics involving several English households still confirm the common perception that the benefits of owning a car still outweigh its disadvantages (BBC 2009, p. 1). Though the use of cars for various social and economic reasons have significantly reduced in the recent past, there is still a growing number of car purchases in the UK because car ownership has now moved from the conventional markets (adults) to new population groups (such as young people) (BBC 2009, p. 1). There is also more positive outlook in car ownership considering the increased living standards of UK citizens, especially among the poor who often used their cars less frequently. Now, with increased economic conditions, car use has improved. It is estimated that car ownership in the UK has inc reased by more than 30% in the past few years, while the UK population has increased by more than 4% (BBC 2009, p. 1). These figures imply an increase in car sales for the Morgan life car two because as UK makes the transition into eco-friendly cars, there will be a wider population group expected to make the shift. There is a clear understanding that car ownership in the UK is going to improve, but there is even more certainty that the shift form environmentally unfriendly vehicles to environmentally friendly vehicles is bound to significantly increase in the near future. This trend is bound to positively affect the car sales of Morgan life car two. Technological The UK is among the world’s leading technological powerhouse in the realization of green energy (Guardian 2010, p. 1). Though there are concerns that there is not enough government support in the realization of green energy and the development of â€Å"green† cars, there seems to be substantial technological drive in the country to support the demand for environmentally friendly goods. The Morgan life car two is a classic example of the existent technological drive of low carbon technologies in the UK because its primary purpose is to provide an eco-friendly means of transport for consumers. Due to the huge investments made in low carbon technologies, there seems to be enough public and private participation in the realization of low carbon goods. This approach has been supported by most sectors of the UK society. In this regard, the sales and production of the Morgan life car two is likely to be supported by the increased investments in low carbon technologies. SWOT Analysis The SWOT analysis will be used to evaluate the strengths, weaknesses, opportunities and threats that the Morgan Motor Company faces, with regards to the launch of the Morgan life car two. However, this analysis will strongly incline towards analyzing the company’s position regarding the success of the launch of the Morgan life car two (as opposed to the conditions posed by the automotive industry regarding the launch of the Morgan life car). The following analysis therefore emphasizes on the internal factors affecting the launch of the Morgan life car two, as opposed to the external factors. Strengths The Morgan life car two being an eco-friendly car is subject to the motions of the market of eco-friendly vehicles, worldwide. The UK automotive market has in the recent past developed a trend of purchasing eco-friendly cars due to the global concerns voiced about the use of cars with high carbon emission (Great Britain: Parliament: House of Commons: Trade and Industry Committee 2008, p. 19). Although other countries across Europe, Japan, US and several Asian economies have also joined the trend, there is tremendous growth in the purchase of eco-friendly cars in the UK. This fact is likely to increase the sales opportunities for the new Morgan life car. Since the Morgan motor company has aligned itself with this market trend, it is set to gain from increased demand for â€Å"green† vehicles. Moreover, the company is increasingly specializing in the development of new models of hybrid vehicles, starting with the first Morgan motor car and now the second Morgan motor car. This internal company specialization process is poised to make the company stand out as a leader in the development of â€Å"green† vehicles. Threats Though the Morgan Motor Company has specialized in the development of eco-friendly vehicles, there is a lot of competitive pressure coming from other companies which make eco-friendly cars. Since the world is quickly shifting its focus to eco-friendly cars, Morgan’s competitors have also embarked on developing eco-friendly cars (Hart and Tindall 2009, p. 112). This competitive pressure is bound to affect Morgan Motor Company negatively because the competitors are bound to compete for the same market share as the company. The competi tion of the Morgan life car two will majorly come from other hybrid car manufacturers. Currently, the buzz created by the Toyota Prius model in the western automotive market poses a strong competition for the Morgan life car two (International Herald Tribune 2006). Already, the Toyota Prius model has received a lot of positive press for its hybrid vehicle, even though other car manufacturers developed hybrid vehicles before the company (Toyota). Specifically, Honda and Ford developed the first electric vehicles and sports utility vehicles (respectively) before the introduction of the Toyota Prius model, but interestingly, the Toyota Prius model received a lot of commendation for its contribution to the green energy revolution (Consumer Report 2009, p. 1). The UK is no exception to this trend and many automotive consumers are still hooked on the Toyota Prius model, especially because it is expected to be cheaper than the Morgan life car two. More so, the Toyota hybrid model is poised to set the standard for hybrid vehicles across the globe as can be affirmed by the International Herald Tribune (2006) which states that: â€Å"But with a mix of creative engineering, clever promotion and fortunate timing, Toyota Motor has set the de facto standard for the entire class of eco-friendly vehicles. It has licensed its software to Ford Motor and is selling hybrid components to Nissan Motor† (Herald Tribune 2006, p. 4). The Toyota hybrid vehicle is therefore set to pose a stiff competition for the Morgan life car two. However, Toyota Motor group is not the only company expected to pose a stiff competition to Morgan motor company, a German motor company affiliated to the BMW brand, Daimler and Chrysler and General Motors is also said to be quietly developing a hybrid vehicle that is expected to take over the European and American markets by storm (International Herald Tribune 2006). The UK market is going to be no exception. Considering these dynamics, the Morgan m otor company is expected to face stiff competition from other hybrid car makers. Opportunities Due to the increased awareness of carbon emissions produced by the transport industry and other sectors of the economy, there has been an increased demand for eco-friendly cars (Llewellyn 2008). Governments are also expected to join this debate, with more authorities expected to introduce regulations regarding the use of high carbon emitting cars. The UK is no exception. The trend to purchase more eco-friendly cars has already been witnessed in most developed economies such as Japan, US and the wider European continent, with more people demanding for hybrid or electric vehicles for their daily use. With more concern being directed to the effects of environmental pollution caused by the use of fossil fuel, there is no doubt that the demand for eco-friendly cars will boom. The UK in particular is investing more money trying to come up with newer eco-friendly cars to overcome the environmenta l crisis experienced in the country, in respect of carbon emission realized from ongoing economic activities in the country. In similar style, consumers in the automotive industry are quickly searching for more efficient and eco-friendly cars. Regarding the eco-friendly nature of eco-friendly vehicles, Llewellyn (2008) reiterates that: â€Å"Eco friendly cars use electricity; green fuel like ethanol, e-85 and biodiesel; solar power; hybrid motors and even natural gas to power themselves. The eco-friendly automobiles may be hybrid electric vehicles (HEVs), electric vehicles (EVs), or other eco-friendly ones† (Llewellyn 2008, p. 3). The transition from high carbon emitting vehicles into eco-friendly vehicles means that, the Morgan life car two is poised to enjoy booming sales in the UK, in the near future. This is where Morgan Motor Company seeks to gain prominence because it specializes in the production of eco-friendly cars. Moreover, since the trend to buy eco-friendly cars is only starting, Morgan Motor Company is bound to enjoy a very wide market share for eco-friendly cars. This demand projection is expected to sustain the company’s growth into the future. Indeed, this market trend poses a strong opportunity for Morgan Motor Company. Weakness A major weakness of the Morgan life car two (in the UK market) will be its expected price. Eco-friendly cars are known to be expensive and the Morgan life car two is going to be no exception (Greenfootsteps 2006, p. 1). Though there has been very little information revealed about the new Morgan life car, estimates from the previous version of the Morgan life car show that, it cost 2.5 million pounds to build the car, and the new version of the Morgan car is not expected to cost any less (Greenfootsteps 2006, p. 1). Other eco-friendly cars which have swarmed the UK market have been equally expensive, with the recent Toyota Prius costing 16,000 pounds for a unit, which is beyond the reach of many car users (Greenfootsteps 2006, p. 1). Considering the growing enthusiasm among many UK automotive consumers about eco-friendly cars, there is also an increased demand for stylish vehicles among UK’s vehicle consumers. However, many car manufacturers including Morgan Motor Company and Toyota (among others) have failed to deliver in this regard. The Morgan life car two is therefore bound to suffer increased condemnation among UK consumers because it does not have a stylish design. The following picture shows its design: Source: http://www.automotto.com/gallery/morghan-s-lifecar2/ Most of the hybrid vehicles have also suffered the same reputation, with the Toyota Pius being the latest victim of the criticism, after it was criticized for looking like a â€Å"doorstep† (Greenfootsteps 2006, p. 1). The poor design of the Morgan life car two therefore poses as a weakness of the Morgan Motor Company and it may suffer poor sales as a result. Consumer behavior Consumer behavior is like ly to impact the success or failure of the launch of Morgan life car two in the UK automotive market. In the recent past, UK consumers were known to be nationalistic, and therefore buy nationalistic brands. This is an important consumer behavior analysis because it dictates the reception of new products in the local market. Such brand receptiveness was noticed (in the past), with the success of common nationalistic brands such as British Airways (and the likes). Considering Morgan life car two is a local British brand, it is likely to be positively accepted as a nationalistic brand. UK automotive consumers have also joined the larger global consumer group of individuals demanding efficient cars and eco friendly machines. In this regard, there is a diminishing customer base of people who would want to purchase cars that are not environmentally friendly. This changing taste and preference has especially been necessitated by the fact that, there has been increased awareness among UK co nsumers of the damage carbon emission (especially through transportation) does to the environment. There has also been a small market of UK consumers who are willing to spend more money to purchase eco-friendly vehicles as opposed to cars which are not eco-friendly. As a result, companies which produce eco-friendly vehicles are expected to reap a lot of benefits from this emerging trend, and the Morgan life car two is no exception. Target Market segment Due to the expected high prices of the Morgan life car two, the primary target market for the automotive product would be high-end automotive consumers. This target market would be comprised of automotive consumers who buy luxury cars because of the similarity in price ranges (between luxury cars and Morgan life car two). Moreover, the similarity in luxury cars and Morgan life car two transcends the prices and goes into the fact that, both groups of cars are built to transcend the concept of necessity by designing desirable features into the car. For instance, luxury cars are known to have an extraordinarily high performance, or may sometimes be categorized as cars with outstanding features of comfort. In the same manner, the Morgan life car two is designed to have auxiliary features (like its eco-friendly nature), and this sets its above most ordinary cars – the same way luxury cars are different from ordinary cars. The same target market that buys luxury cars are therefore the most suitable target market for this group of vehicles (China daily 2006, p. 1). The high-end target market is majorly comprised of young consumers who have no issue paying for extra features to their vehicles, and in this regard, they make up a small niche of consumers who would not mind buying the Morgan life car two as well. This target market group will consist of sophisticated car buyers with a refined taste of efficiency and eco-friendliness. More so, young buyers will be considered part of the target market because they ar e more knowledgeable about the importance of eco-friendly cars. This is true because most environmental campaigns have been undertaken through online media and young people often frequent such media avenues. They are therefore bound to appreciate the value of eco-friendly cars, more than the elderly. Product and Its components The creation of the final Morgan life car two, involves the augmentation of different parts of the product. This point of view demystifies the common belief that, products are only tangible elements which come about as a result of designing and building the consumable elements of the products (Forsyth 2007, p. 34). In reality, products are often developed as a result of a combination of elements which surpass the consumable elements of the product. Some of these components would include the core benefits of the products; the actual product itself, and the augmented products (BBC 2011). Though not much information has been given regarding the Morgan Life car tw o, the new Morgan life car model is expected to be environmentally friendly and of high performance. Most hybrid motor vehicles are known to poorly perform. The new Morgan motor vehicle is also expected to be a vehicle like nothing else, since it is expected to weigh less than a tone, and after its shelf life, it can be recycled (because it is developed from extremely light-weight materials). The new car is expected to be an electric-diesel hybrid car  Ã¢â‚¬Å"with a range of 1000 miles; 15 mile EV range; a typical large fuel tank size of 20 gallons, which would equate to roughly 50mpg average at least. It gets a sprint from 0-60mph in seven seconds, not too impressive indeed but a mileage of 50 mpg isn’t too bad for any vehicle with quirky retro style and entertaining driving dynamics† (Sharma 2010, p. 1). Other details regarding the vehicle have not been availed by the Morgan motor company but so far, it can be confirmed that, the car will be a â€Å"fun outdoor veh icle†. These features are expected to distinguish it from other hybrid vehicles. The core benefits of the Morgan life car two will emanate from the desire among consumers to purchase goods which meet their personal requirements and the levels which the vehicle is built to meet environmental standards. This attribute defines the core benefits of the product because it will define what customers will derive from the product. The core benefits of the Morgan life car two are often synonymous with the actual product because: â€Å"the core benefits of a product are offered through the components that make up the actual product the customer purchases. For instance, when a consumer returns home from shopping at the grocery store and takes a purchased item out of her shopping bag, the actual product is the item she holds in her hand† (BBC 2011, p. 2). From this analysis, it will be important to include the augmented products of the Morgan life car two in its launch in the UK ma rket because it will be important to include additional benefits to the product to strengthen the purchase decision of a consumer (BBC 2011). Such augmented products will include the provision of guarantees, warranties, after sale services, additional complementary products, and the easy accessibility of the cars. Such information would be useful to strengthen the marketing decision of the product. Product Distribution Channels The distribution channel for Morgan life car two will incorporate several requirements which the product and its distribution channel is expected to perfect. One of such requirement is complete customer satisfaction where customers ought to be completely happy with the sort of services being offered to them (Klein 2000, p. 9). This goal should override any interest of the Morgan Company. The value chain systems will also be aimed at running successful dealership to sustain quality services to the customers. Profitable dealerships are the best way to create a strong brand loyalty for Morgan motor company. The supply chain system will also be designed to harbor a strong customer-company relationship. The product distribution channel will also be designed to have a deep market penetration, especially into the target market segment, so that the company can tap into economies of scale and therefore, be able to quickly recover its initial costs of production. Considering the product also has augmented services, the product distribution channel will also be designed to accommodate additional services such as, after sale services and other similar services identified in this study. Due to the above prevailing factors, the product distribution channel will be simple and will involve three stages: manufacturer, dealer and consumer. In this regard, the products will be produced by the company and transported to the dealerships where consumers can make purchases. To penetrate all sectors of the target market, the dealerships will be located in up-m arket regions where most sales can be made. This includes the setting up of such dealerships in urban centers and major big cities across the primary market. Product Promotion The promotion of the Morgan life car two will majorly depend on the pull strategy because the demand for the product will be driven by the consumer need to purchase eco-friendly vehicles (Learn Marketing 2011, p. 1). Often, companies which have pursued this strategy incur a lot of costs trying to create demand for their products, but the positive aspect about the Morgan life car two is that, a lot of publicity is already given to it by environmental organizations and media buzz that goes around the use of high carbon emitting vehicles. However, since the product will be relatively new in the market, a certain degree of advertising and consumer awareness will have to be undertaken through television media and online marketing to create awareness about the product, and more specifically, to explain the unique fe atures of the product (Simchi-Levi 2003, p. 125). After considerable awareness is created, it will be expected that consumers will demand these products from their dealers and dealers will in turn demand the product form the Morgan Company. This marketing strategy has been successfully used in the sale of toys, in the British market, by driving up demand through children television shows and afterwards, a surge in demand for the toys is envisaged, where children ask their parents for the toys and the parents consequently demand the toys from the shops. In the case of the Morgan life car two, if the eco-friendly nature of the Morgan life car is highly publicized through television and online media, the product demand is expected to increase. Product Pricing Strategy Pricing is an important component of the Morgan life car two. Its importance is especially noted from the fact that, the pricing of the product is crucial in the product positioning strategy of the company (Brassington, P ettitt 2006). Moreover, the pricing strategy is bound to affect the product distribution and marketing strategies. The product pricing strategy is fixed on the framework of a high-end consumer group. In this market segment, there will be minimal elasticity in the pricing demand curve. This means that, with an increase in product pricing, the demand will not be affected. This observation will be observed because this target market is not bound to be motivated by monetary savings, but the value for money, or the product’s features (Kotler 2010). Calculating the cost of the Morgan life car two will be dependent on the fixed and variable costs of the product. Its expected price is expected to be more than 2.5 million pounds. This price is subject to the competitive pressures from other car manufacturers. Since it is expensive to build the Morgan life car, the pricing strategy from the Morgan life car will be profit maximization. Conclusion This study identifies that the Morgan li fe car two is a unique vehicle. Its target market will be upscale automotive consumers. Also, from the SWOT and PEST analyses, we see that, the company stands better odds of succeeding in the UK market, especially considering there is good government support and a thriving economy, at least which supports the sales of such vehicles. However, the biggest threat to stand in the way of Morgan life car two’s launch is the lingering strong competition from other hybrid car makers. This competitive force ought to be effectively tackled through anti-competitive strategies. References BBC. (2009) Car Ownership Up As Mileage Falls (Online) Available at: http://news.bbc.co.uk/2/hi/uk_news/8007798.stm . BBC. (2011) Product Analysis and Design. (Online) Available at: http://www.bbc.co.uk/schools/gcsebitesize/design/resistantmaterials/designanalysisevaluationrev1.shtml . Brassington, F., Pettitt, S. (2006) Principles of marketing. London, Prentice Hall. China daily. (2006) High-End Consu mers Drive up Luxury Sales (Online) Available at: http://www.chinadaily.com.cn/business/2006-07/01/content_630824.htm . Consumer Report. (2009) 2010 Toyota Prius Fuel Economy vs. Competition (Online) Available at: http://news.consumerreports.org/cars/2009/03/2010-toyota-prius-fuel-economy-vs-competition.html   . Forsyth, P. (2007) Demystifying Marketing: A Guide to the Fundamentals for Engineers.  New York, IET. Great Britain: Parliament: House of Commons: Trade and Industry Committee. (2007)  Success and Failure in the UK Car Manufacturing Industry: Fourth Report of Session 2006-07, Report, Together With Formal Minutes, Oral and Written Evidence. London, the Stationery Office. Great Britain: Parliament: House of Commons: Trade and Industry Committee. (2008)  Future of Uk Manufacturing: Oral And Written Evidence. London, the Stationery Office. Greenfootsteps. (2006) Hybrid Car Disadvantages You May Want to Consider. (Online) Available at: http://www.greenfootsteps.com/hybrid -car-disadvantages.html . Guardian. (2010) UK Warned Not to Abandon Low-Carbon Technology Drive (online) Available at: http://www.guardian.co.uk/environment/2010/jul/19/uk-invest-low-carbon-technology . Hart, P., and Tindall, K. (2009) Framing the Global Economic Downturn: Crisis Rhetoric  and the Politics of Recessions. New York, ANU E Press. International Herald Tribune. (2006) Competition for Toyota’s Hybrids (Online) Available at: http://www.motortrend.com/auto_news/112_news68/index.html . Klein, S. (2000) Cybermediation in Auto Distribution: Channel Dynamics and Conflicts  (Online) Available at: http://jcmc.indiana.edu/vol5/issue3/kleinselz.htm . Kotler, P. (2010) Principles of Marketing. London, Pearson. Learn Marketing. (2011) Promotion Strategies (Online) Available at: http://www.learnmarketing.net/promotion.htm . Llewellyn, B. (2008) Green Jobs: A Guide to Eco-Friendly Employment. London, Adams Media. Senior Watch. (2011) Socio-Economic Environment: United Kingdo m (Online) Available at: http://www.seniorwatch.eu/country/united_kingdom/Socio-econenvir%28UK%29.htm . Sharma, V. (2010) Morgan’s LIFEcar 2 Diesel-Electric Hybrid promises 1,000miles  range Per Tank (Online) Available at: http://www.automotto.com/entry/morgan-s-lifecar-2-diesel-electric-hybrid-promises-1000miles-range-per-tank/ . Simchi-Levi, D. (2003) Designing and Managing the Supply Chain: Concepts,  Strategies, and Case Studies. London, McGraw Hill Professional. Smith, L. (2009) High GDP Means Economic Prosperity, or Does It? (Online) Available at: http://www.investopedia.com/articles/economics/08/genuine-progress-indicator-GPI.asp#axzz4x8gHtJQW This coursework on Marketing Plan of New Innovative Product – Morgan Motor Company was written and submitted by user Isabela Blackwell to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

An Analysis of Marketing Strategies of Local vs. International Brands in the Fast Food Sector

An Analysis of Marketing Strategies of Local vs. International Brands in the Fast Food Sector Introduction In this paper, the marketing strategies of two fast food restaurants, McDonald’s and Little Chef, are reviewed and compared to one another. Both companies are in the fast food sector. Little Chef serves customers from only one country while McDonald’s serves clients from different countries across the world, and this creates a significant difference in their marketing strategies. This difference is discussed in the paper. The paper is divided into four distinct parts: definition of terms, overview of the organizations, the marketing strategies and conclusion. Important terms used throughout the paper are defined and explained briefly. The overview helps readers to understand the organizations better, which in turn enables them to understand the marketing mix better. In the marketing strategies, market segmentation, targeting, positioning and marketing mix are thoroughly reviewed before the paper is concluded.Advertising We will write a custom essay sample on An Analysis of Marketing Strategies of Local vs. International Brands in the Fast Food Sector specifically for you for only $16.05 $11/page Learn More Definition of Terms Marketing Strategy Every organization has a number of marketing goals all put together at the start of the business year or the start of the business. In order to achieve these goals, the marketing manager, together with his team, have to sit down and come up with a way to attain these goals. This is the organization’s marketing strategy. The marketing strategy is based on market research done by the organization’s marketing team and focuses on the best product mix that will maximize profits. Once the strategy is complete, it is set out in a marketing plan and executed (BusinessDictionary, 2011). Critical Analysis In academic writing, the critical analysis of a subject or topic involves consideration and evaluation of material authored by other bodies, investigating whether the basis of these claims is sound, and scrutinising whether or not these the claims made by these authors apply to the situation being examined. A critical analysis must not be based purely on description, but must examine the content of other authors and judge how applicable and relevant they are to the topic at hand using knowledge gained in the field, at work, through study or by experience. Not everything written by the authors is to be taken at face value (Birmingham City University, 2011). A critical analysis is a piece of subjective writing, since it expresses the opinion of the writer, and how the writer evaluates a text. An analysis breaks down a topic into study parts to ease the analysis process (LeJeune, 2001). Product Mix In order to achieve maximum profit potential, some of its products have to be marketed together to minimize cost. The process of marketing a range of products that are related to one another and help reduce marketing cost – hence maximising pr ofit – is what finding the organization’s product mix is all about (BusinessDictonary, 2011).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Overview of the Two Organizations McDonald’s McDonald’s started as a small restaurant, founded by brothers Richard and Maurice McDonald. Despite slow beginnings, McDonald’s soon picked up and became a fast-food selling restaurant, a business idea that was picking up in the 1940s. Success for the company, however, came when the McDonald brothers’ equity in the firm was purchased by Ray Kroc, an American investor and businessman. With aggressive business tactics and tactical genius, Kroc expanded the business into one of the most recognizable brands in the world today. With 64 million customers served daily in its restaurants, it is the globe’s largest hamburger fast food restaurant. Hamburgers and other fast foods are not the only source of income for McDonald’s. It also gains large amounts of income from fees paid by franchises, royalties and rents. The company’s financial performance over the last five years, despite the recession, has been steadily growing, partly because of its marketing strategy. According to figures released by the company in October 2011, the company’s revenue rose by 5.5 per cent because of the popularity of its Monopoly game in the United States. Revenues also rose in Europe by 4.8 per cent and in the Middle East/Asia Pacific/Africa region by 6.1 per cent (Associated Press, 2011). Little Chef Little Chef is one of Britain’s most successful, and most controversial, fast food restaurants. The fast food chain identifies itself as a ‘roadside restaurant’ that serves over ten million people every year. It was established in 1958, the same year that Britain got its first motorway. It has grown from a single, 11- seat restaurant to a 162-restaurant chain. Apart from serving tea, bacon eggs and sausages, it offers its customers additional services like Wi-Fi internet connectivity, free ice cream for children under ten, and a ‘to go’ menu for customers who want to take their food away (Little Chef, 2011). The company went into administration in 2007 after it was revealed that it was losing over three million pounds per year. It was purchased by the investment company RCapital, and revamped to ‘keep up with the needs of customers’ (Baker, 2011).Advertising We will write a custom essay sample on An Analysis of Marketing Strategies of Local vs. International Brands in the Fast Food Sector specifically for you for only $16.05 $11/page Learn More Its marketing campaign after it was bought out of administration also involved a marketing campaign by celebrity chef Heston Blumenthal (Warman, 2009). Little Chef is now picking up, thriving and looking fabulous under the new management. Marketing Strategy Segmentation Market segmentation refers to a marketing practice where organizations divide their target markets into smaller units – or segments – and apply different marketing strategies depending on the nature of each segment. Market segments are demographic, geographic, psychographic, transaction or functional (Wedel Kamakura, 2000). Demographic markets are divided in terms of the markets demographic elements. The most common used demographic elements used are age, sex, financial status, religion and nationality. Geographic markets are divided according to their geographical location, climatic condition or location from a point. Psychographic segmentation is done based on the knowledge, attitude and opinion that the market has towards a product. Functional segmentation depends on how and why different customers in a market use a product. Transactional segmentation is an easy way of segmenting a market that invol ves using a large number of unique criteria to divide the market. Transactional segments are based on different elements like memberships or even specific demographic elements (Smith, 2004). Market segments are significant because they enable a company concentrate their resources on one segment and create products that appeal to various segments. If a car company segments its market demographically, for example, younger members of society will have cheaper and perhaps flashier cars targeted at them, while high-end, high performance and expensive cars will be marketed to the older and wealthier. McDonald’s As a global brand, McDonald’s segmentation strategy is geographical on a global scale and demographic at a local scale. This is the case because the company has to consider its global performance as a business, while, at the same time, it has to appeal to different customers and their demographic needs. The key to marketing on a global scale is to reduce cost of marke ting, therefore, increasing profits. The key to marketing on a regional or demographical scale is to ensure that customers in a certain region are not left because of demographic issues (Kotler Armstrong, 2010).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More As a global business, McDonald’s segments its markets regionally first. Every region has countries where McDonald’s franchises are located. The main criterion used to select each country is the potential for growth, and the potential to maintain a high level of annual income turnover. In Europe, for example, the United Kingdom is one of McDonald’s largest markets, with over 1,200 outlets across the country. This comes as no surprise, considering that the UK is one of the world’s largest economies in the world, has one of Europe’s highest populations and is the largest consumer of fast food in the world after the United States, Japan and Canada (Walkman, 2007). The European region has the largest number of McDonald’s franchises. This is because Europe is the richest region in the world, with several countries in the world among the world’s top ten richest economies. In addition, Europe is the richest continent in the world (Masters, 20 09), although the current economic decline in the continent may not be an encouraging sign for McDonald’s. After the economic crisis of 2008, McDonald’s pulled out of Iceland, one of Europe’s hardest hit economies, after it realized that it would not be making sustainable profits from the country. Other countries where McDonald’s does not operate in are Albania, Bosnia and Herzegovina (Batty, 2009). This mode of market segmentation, where a region is selected, and specific countries within the region are chosen to have McDonald’s franchises, combines both demographic and geographic segmentation. Geographically, more aggressive marketing is done in countries that present higher potential for growth than countries with lower productivity. Higher potential is determined by the country’s location, its infrastructure and its climatic conditions, all of which are geographic factors. However, this potential is also determined using demographic fact ors like the citizen’s income levels and the markets’ potential for return on investment. In Africa and South America, for example, only countries with the highest GDPs and higher levels of income are targeted. McDonald’s has franchises only in Brazil, Argentina, Columbia, Chile, Uruguay, Egypt and South Africa (McDonalds, 2011). Little Chef Unlike McDonald’s, Little Chef is only operational in one country, the United Kingdom. Its market segments, just like McDonald’s, are both geographic and demographic. Naturally, however, the segments are not the same as McDonald’s, as discussed below. Little Chef is a roadside cafà ©, with menus specifically designed to serve travellers. Therefore, the main geographic segment is roadside locations. Nearly all Little Chef cafes are located along a road or highway in Britain. The total number of current Little Chef restaurants exceeds seventy, all located along highways. By directly targeting travellers, the restaurant has segmented its market geographically. As defined before, geographic segmentation is not only about countries or regions, but it is also about proximity to certain points. The main demographic element used by Little Chef is age. Most of their foods are relatively affordable and do not focus on a religion, gender or financial status. Most of their foods are ‘normal’ foods consumed by a majority of Britain’s population. This is known as undifferentiated marketing and is further explored in subsequent sections (Kotler Armstrong, 2010). They serve breakfasts, main courses, light choices, desserts and drinks (Little Chef, 2011). However, they have a menu for children. The children’s menu consists of two distinct segments: Children Up to Ten Years, and Toddlers Babies. For children up to ten years, Little Chef has a distinct menu that serves breakfast, main meals and puddings. For toddlers and babies, they serve food in three categories: 4+ mo nths, 7+ months and 10+ months. Targeting Market targeting is the next step after market segmentation. A market segment is a set of potential buyers with common characteristics that an organization chooses to serve. There are three aspects to consider when choosing a target market. The first is the size of the market, and its potential for growth. The second is the market’s structural attractiveness. The final consideration to make is the business’ objectives and resources (Bragg, 2004). When targeting a market, there are three options an organization may opt for. The first is undifferentiated marketing, where a company may choose to target its product to the entire market, regardless of geographical or demographic differences. Coca-Cola’s initial marketing strategy was in this form, although customer needs are now considered in the manufacture of diet sodas, caffeine free soda and other considerations (Kotler Armstrong, 2010). The second option is to target se veral segments and develop distinct products for each segment. For example, airline operators have business and economy classes, and marketing is done differently for each target group. This is known as differentiated marketing (Kotler Armstrong, 2010). The third option is to segment the market and target one market. This is known as concentrated marketing. Rolls Royce, for example, develops its vehicles only for high-end customers looking for, and willing to pay for, comfort and luxury (Kotler Armstrong, 2010). McDonald’s Over the years, McDonald’s has become famous for targeting families with their ‘happy meals’. Its lower-priced menu means McDonald’s franchises appeal more to larger families than smaller ones. The traditionally cheaper prices of food at McDonald’s signify that it targets a larger spectrum of customers than other fast food restaurants in the United States and across the world. In addition, most McDonald’s franchise s are located in suburbs and downtown areas of crowded cities across the globe, which takes them closer to a large number of middle-class citizens (Greco Michman, 1995). McDonald’s has been accused in the past of specifically targeting children with its promotional material. The use of colourful advertising and targeted messages has raised concerns in America over business ethics and the regulation of advertising among large corporations. Teinowitz and MacArthur (2005) reported that McDonald’s were reportedly targeting children as young as four in their marketing campaigns. The main ethical issue raised was the manner with which McDonald’s was taking advantage of the vulnerability of children. Little Chef Towards 2007, Little Chef was accused by several publications and experts for their inability to tap into new target markets. Roadside restaurants are a highly lucrative idea. However, their inability to adapt to the changing needs of customers is reported to be one of the major sources of its downfall. Based on the organization’s core concept, Little Chef’s target market are travellers along British roads. All its restaurants are located along busy motorways and highways in the United Kingdom. Just before it went into administration in 2007, criticism was directed towards the company’s marketing strategy by many experts including Andy Poole, a Senior Accounts Manager at a leading Public Relations firm in the United Kingdom. Little Chef still has a vast target market of consumers aged 25 years plus with mass potential that has not been tapped into. Hopefully this will be realised and any future investment spent on unlocking this rather than trying to target new markets with lame publicity campaigns and branding techniques (Poole, 2007). Positioning Once a company decides to target select market segments, the next step is to occupy a unique position within the customer’s mind. This means that the customer has t o have a different and unique perception towards a company’s product. As Ries and Trout (1972) explain, â€Å"Positioning is not what you do to a product; it is what you do to the mind of a prospect.† In essence, market positioning answers the organization’s question of ‘who’ they want to be. A good example of how to position a product is the case of Coca Cola and the Diet Coke. Most male consumers regarded Diet Coke as a girly and feminine product, and naturally they felt left out and did not feel obliged to purchase that product. In response, Coca Cola introduced the branded Coke Zero, designed to appeal to male consumers. Market positioning is used to reach out to a particular audience in a crowded market place. McDonald’s Dylan (2007) states categorically that McDonald’s has always wanted to be identified as a family-oriented and family friendly. It has, therefore, marketed itself in a way that draws families and family-oriented cu stomers towards it. They developed this identity, as explained by Dylan, even before they developed their product. It is also noteworthy to mention that McDonald’s does not only market itself as a family-oriented fast food chain of restaurants, but also as a reasonably low-priced fast food restaurant that offers meals that taste fantastic. Obviously, McDonald’s has the potential to target a larger market audience, but they chose not to. It chose to position itself as a family-oriented fast food restaurant, and picked families and children as their target audience. To provide better focus McDonald’s market position, certain decisions made by the company can be considered. First McDonald’s does not choose to prepare better quality meals at a higher price and longer preparation hours than its competitors. Secondly, they have the capability to offer more meals, a wider menu and a larger variety of meals, but they choose not to and stick with well-known produc ts. Finally, they have continued to target children and families, but not adults. Little Chef In an article for the Financial Times, Stern (2009) describes Little Chef with the same emotion that most analysts and pundits across Britain do: nostalgia. Most adults in the UK today remember visiting Little Chef as children with their parents. It was a must do for nearly all British children, particularly during journeys across the country. Little Chef’s position, therefore, is already set. However, the cause of their decline in the late nineties and the early part of this century was their inability to adapt to the market’s needs. The arrival of American food and the ‘McDonald’s style’ of service caused a shift in the attitudes of the majority. Currently, the company is undergoing an evolution. They have the advantage of heritage and market presence on their side, but it is necessary that they establish modern methods of doing business (Peletier, 2011). Marketing mix A firm must find a way of marketing itself to success by mixing four key elements, commonly known as the four Ps of the marketing mix. These are product, price, place and promotion. A firm must find the right product, sell it at the right price, find the right place to sell it, and find the most suitable way to promote it. Having the right product means the product must have all the right features, and it must work well. The price of the product also has to be right, because a price too high or too low may compromise the product’s profit margins. It also has to be available in the right place at the right time, so that customers do not fail to get it. Finally, promotion is necessary to ensure customers are aware of the product’s existence and availability (The Times 100, 2011). McDonald’s Product McDonald’s is very particular on the products it offers. Their top consideration when creating their menus is their consideration of the customerà ¢â‚¬â„¢s ability and willingness to spend. There is, therefore, considerable emphasis on the products that are placed on the menu. McDonald’s is also acutely aware of the changing preferences of customers, and they endeavour to ensure that they keep in touch with their customers’ preferences. Figure 1: McDonalds Product Life Cycle (McDonalds, 2008) When introducing a new product, however, McDonald’s takes significant caution to safeguard the sales of existing products. The new product must not cannibalize the sales of another product (McDonalds, 2008). Price Price carries psychological connotation to the customer, and therefore the price of a product has significant bearing to the buying habits of customers. Price is therefore guided by the customer’s perception of value. As discussed in previous sections, McDonald’s has historically targeted customers in the inner cities of highly populated cities (McDonalds, 2008). The organization must be caref ul to ensure they do not price the product too high or too low. Pricing the product low could have a negative impact on the customers’ placement of the product. Low prices usually signify compromised quality. In addition, if competitors reduce their prices to match McDonald’s prices, profits will have been reduced without the company gaining market share. Place Place is not only about finding the right location or the best points of distribution of a product. It also about managing a range of processes to ensure the product reaches the end customer in the best possible way. McDonald’s restaurants are located in most of the world’s major cities. It places itself in cities to ensure they get the maximum number of customers that can afford and are wiling to eat fast food. Promotion Promotion covers all aspects of communication by a company. McDonald’s uses promotional methods like promotions, merchandising, telemarketing, exhibitions, seminars, demons trations, loyalty schemes and point of sale display. Advertising is also widely used, particularly on TV, radio, online, in magazines and in newspapers. All these contribute to ensuring customers are aware of the existence and availability of the company’s products (McDonalds, 2008). The first step that McDonald’s use is to gain the attention of their customers, and to make sure they retain their interest. The next step is to ensure that these customers like the products that the company offers. The key to reaching their customers has been to combine all these media in ensuring they reach families and young people. The messages, colours, tag lines and promotional material used appeal to the target market. Their promotional style has been accused by protesters and human rights groups as wrong, since it is considered ethically wrong to target vulnerable children with advertising. Little Chef Product The main product that Little Chef offers, of course, is food. They have their menu divided into breakfasts, lighter courses, main courses, desserts, drinks, children and takeaway. Their breakfast dishes include the bloomer butty, the American style breakfast, the healthy breakfast and their famous Olympic breakfast. The Olympic breakfast has bacon, sausage, eggs, mushroom, grilled tomato, baked beans and potatoes, served with fried bread or toast. Their light courses are salads, bloomer bread toasties and various snacks. Their main courses have burgers as their main dishes, with additional options like onion rings and Coleshaw. Little Chef serves pancakes and ice creams for dessert, hot, chilled and alcoholic drinks, and various takeaway meals. Price Little Chef has always priced its commodities quite highly compared to its competitors. Before the takeover in 2007, one of the chief complaints by customers was that the food was not worth the high price that was being charged by the company. The new management has revamped the restaurant, made several key changes to their restaurants and menus and most importantly, prices have not increased by much. This makes the customers appreciate the amount of money they pay for their food. Most customers give a positive review, stating that the food may be a little expensive, but the quality is well worth the price (Little Chef, 2011). Just like McDonald’s, pricing their food too low may have compromised their market position. Place Little Chef targets travelling individuals and families across Britain, so it is natural to locate its restaurants along Britain’s highways. Nearly all major highways have a Little Chef restaurant. However, being on highways, the placement of their business presents two main challenges. First, the business relies heavily on travelling folk. This is not a problem at the moment, however, but if this changes and people start relying more on cooked food, the business could be endangered. Secondly, there are situations where travellers on only one side of the highway are served and not the other. For example, the Barton Stacey, Carcroft and Fenstanton restaurants along the A303, A1 and A14 respectively serve only westbound, northbound and eastbound travellers respectively. Promotion Just like McDonald’s, Little Chef uses communication media to reach its customers. In 2007, however, they had to use a more aggressive method to reach its new customers and inform them about their new look and new restaurants. This led RCapital, the new owners of the company, to hire the services of celebrity chef Heston Blumenthal to promote its restaurants. Little Chef relies a lot on its heritage. They use it to appeal to its customers, who are primarily British. Conclusion Based on the history of the businesses, both companies were started around the same time but have had very different growth paths. McDonald’s has had a meteoric rise to world domination, thanks to proper management and effective marketing, while Little Chef has remaine d confined to one corner of the world and has struggled. However, looking at both companies at the moment, the marketing approach used is quite similar. They have created products that appeal best to their target markets and served the food in restaurants that promote their standing as restaurants. McDonald’s approach to marketing differs significantly from Little Chef’s because of the magnitude of the company, and its global presence. It has to adapt different marketing strategies to different cultures, regions and markets, while maintaining its core appearance and products. Little Chef, on the other hand, uses a similar marketing approach to all its restaurants no matter where they are located in Britain. For both companies, once they have set a marketing strategy, tasks are given to different people for execution. They quantify success by ensuring they meet their short term targets, and they obtain feedback from the market using set systems. One great way to obtain feedback has been the internet, through which the company can get fast and unfiltered feedback fast. It is important to note, of course, that all these marketing goals have to be reached within the confines of a tight and finite budget. Bibliography Associated Press. (2011, November 10). McDonalds remodelling pays off in revenue rise. Retrieved from New Zealand Herald: nzherald.co.nz/business/news/article.cfm?c_id=3objectid=10764891 Baker, R. (2011, May 11). Little Chef cooks up a new look. Retrieved from Marketing Week: marketingweek.co.uk/sectors/food-and-drink/little-chef-cooks-up-a-new-look/3026245.article Batty, D. (2009, October 27). McDonalds to quit Iceland as Big Mac costs rise. The Guardian, pp. web: guardian.co.uk/world/2009/oct/27/mcdonalds-to-quit-iceland. Birmingham City University. (2011, May 27). Critical Analysis. Retrieved from Study Guides : Study Skills: http://library.bcu.ac.uk/learner/Study%20Skills%20Guides/4%20Critical%20analysis.htm Bragg, R. (2004). Target Market Identification Development. Spring Hill, TN: Welcome to the Center for Profitable Agriculture (CPA). Business Dictionary. (2011). Marketing Strategy. Retrieved from BusinessDictionary.com: businessdictionary.com/definition/marketing-strategy.html BusinessDictonary. (2011). Product Mix. Retrieved from BusinessDictonary.com: businessdictionary.com/definition/product-mix.html Dylan, W. (2007). Even McDonalds has a market position. In W. Dylan, Small Business, Big Marketing (pp. 4-6). MarketingYourSmallBusiness.com. Greco, A., Michman, R. (1995). Retaining Triumphs and Blunders: Victims of Competition in the New Age of Marketing Management. Westport, CT: Quorum Books. Kotler, P., Armstrong, G. (2010). Principles of Marketing. London: Pearson Books. LeJeune, E. (2001, November 8). Critical Analysis. Retrieved from Southeastern Louisiana University: http://www2.selu.edu/Academics/Faculty/elejeune/critique.htm Little Chef. (2011). A Little Bit About Us. Retrieved from Little Chef : http://littlechef.co.uk/aboutus Little Chef. (2011). Menu. Retrieved from Little Chef.co.uk: http://littlechef.co.uk/menu Little Chef. (2011). Your Comments. Retrieved from Little Chef: littlechef.co.uk/customercomments.php Masters, T. (2009). Snapshot. In T. Masters, Europe on a Shoestring (p. 36). Melbourne: Lonely Planet. McDonalds. (2008). Marketing At McDonalds. Oak Brook: McDonald’s Corporation. McDonalds. (2011). About McDonalds. Retrieved from About McDonalds: aboutmcdonalds.com/country/map.html Peletier, C. (2011, May 12). Little Chef. Retrieved from Identity Designed: http://identitydesigned.com/little-chef/ Poole, A. (2007, January 9). How would you save Little Chef? Retrieved from U Talk Marketing: utalkmarketing.com/Pages/Article.aspx?ArticleID=923Title=How_would_you_save_Little_Chef? Ries, A., Trout, J. (2001). Introduction. In A. Ries, J. Trout, Positioning: The Battle for Your Mind (p. 2). New York: McGraw-Hill Books. Smith, B. (2004). Market Segmentation. Perth: University of Ballarat. Stern, S. (2009, November 2). Big lessons we can learn from Little Chef. Financial Times, pp. web: ft.com/cms/s/0/49b28e4c-c7e0-11de-8ba8-00144feab49a.html#axzz1dP0o8R9S. Teinowitz, I., MacArthur, K. (2005, January 28). McDonalds ads target children as young as 4. Free Press, p. web: freepress.net/news/6424. The Times 100. (2011). Marketing mix (Price, Place, Promotion, Product). Retrieved from Marketing: thetimes100.co.uk/theory/theorymarketing-mix-(price-place-promotion-product)243.php Walkman, D. (2007, August 29). Top Fast Food Countries. Retrieved from International Trade: http://daniel-workman.suite101.com/top-fast-food-countries-a29881 Warman, M. (2009, January 13). Heston Blumenthal: Big Chef Takes on Little Chef. Retrieved from The Telegraph: telegraph.co.uk/culture/tvandradio/4228401/Heston-Blumenthal-Big-Chef-Takes-on-Little-Chef.html Wedel, M., Kamakura, W. A. (2000). Market segmentation: conceptual and methodological foundations. Dordre cht: Kluwer Academic Publishers Group.

AP World History - Learn What Test Score You Need

AP World History - Learn What Test Score You Need World History is a popular Advanced Placement subject, and in 2017 nearly 300,000 students took the AP World History exam. Many colleges have a history requirement as part of their general education programs, and a high score on the exam will often fulfill the requirement and qualify students to take upper-level history courses. About the AP World History Course and Exam AP World History is designed to cover the material one would encounter in a two-semester introductory-level college world history course, although the reality is that very few colleges will award two semesters of credit for the course. The course is broad and covers important people and events from 8000 B.C.E to the present. Students learn to make historical arguments and historical comparisons, and they learn how to analyze and write about both primary and secondary sources. Students study how to contextualize historical events, and how to understand cause and effect in relation to historical phenomena. The course can be broken down into five broad themes: The ways that humans have been shaped by the environment as well as the way that humans have affected and transformed the environment.The rise and interaction of different cultures, and the ways that religions and various  belief systems have molded societies over time.Issues of state including the study of agrarian, pastoral, and mercantile states, as well as the ideological foundations of governing systems such as religion and nationalism. Students also study types of states such as autocracies and democracies, and conflicts and wars between states.Economic systems including their creation, expansion, and interaction. Students study agricultural and industrial systems as well as systems of labor including free labor and coerced labor.Social structures within human societies including those based on kinship, ethnicity, gender, race, and wealth. Students will study have different social groups are created, sustained, and transformed. Along with the five themes, AP World History can be broken down into six historical periods: Name of Time Period Date Range Weight on Exam Technological and Environmental Transformation 8000 to 600 B.C.E. 5 percent Organization and Reorganization of Human Societies 600 B.C.E to 600 C.E. 15 percent Regional and Interregional Interactions 600 C.E. to 1450 20 percent Global Interactions 1450 to 1750 20 percent Industrialization and Global Integration 1750 to 1900 20 percent Accelerating Global Change and Realignments 1900 to the Present 20 percent AP World History Exam Score Information In 2018, 303,243 students took the Advanced Placement World History exam. The mean score was a 2.78. 56.2 percent of students received a score of 3 or higher, meaning they might qualify for college credit or course placement. The distribution of scores for the AP World History exam is as follows: AP World History Score Percentiles (2018 Data) Score Number of Students Percentage of Students 5 26,904 8.9 4 60,272 19.9 3 83,107 27.4 2 86,322 28.5 1 46,638 15.4 The College Board has posted preliminary score distributions for the World History exam for 2019 test-takers. Note that these numbers may change slightly as late exams get recorded. Preliminary 2019 AP World History Score Data Score Percentage of Students 5 8.7 4 19 3 28.3 2 28.9 1 15.1 College Credit Course Placement for AP World History Most colleges and universities have a history requirement and/or a global perspectives requirement, so a high score on the AP World History exam will sometimes fulfill one or both of these requirements. The table below presents some representative data from a variety of colleges and universities. This information is meant to provide a general overview of the scoring and placement practices related to the AP World History exam. For other schools, youll need to search the colleges website or contact the appropriate Registrars office to get AP placement information. AP World History Scores and Placement College Score Needed Placement Credit Georgia Tech 4 or 5 1000-level history (3 semester hours) LSU 4 or 5 HIST 1007 (3 credits) MIT 5 9 general elective units Notre Dame 5 History 10030 (3 credits) Reed College 4 or 5 1 credit; no placement Stanford University - no credit or placement for the AP World History exam Truman State University 3, 4 or 5 HIST 131 World Civilizations before 500 A.D. (3 credits) for a 3 or 4; HIST 131 World Civilizations before 500 A.D. and HIST 133 World Civilizations, 1700-Present (6 credits) for a 5 UCLA (School of Letters and Science) 3, 4 or 5 8 credits and World History placement Yale University - no credit or placement for the AP World History exam A Final Word on AP World History Keep in mind that college placement isnt the only reason to take AP World History. Selective colleges and universities typically rank an applicants  academic record  as the most important factor in the admissions process. Extracurricular activities and essays matter, but good grades in challenging classes matter more. The admissions folks will want to see good grades in college preparatory classes. Advanced Placement, International Baccalaureate (IB), Honors, and Dual Enrollment classes all play an important role in demonstrating an applicants college readiness. In fact, success in challenging courses is the best predictor of college success available to the admissions officers. SAT and ACT scores have some predictive value, but the  thing they best predict is the income of the applicant. If youre trying to figure out which AP classes to take, World History is often a good choice. It is a popular exam ranking below just five subjects: Calculus, English Language, English Literature, Psychology, and United States History. Colleges like to admit students who have broad, worldly knowledge, and World History certainly helps demonstrate that knowledge. To learn more specific information about the AP World History exam, be sure to visit the  official College Board website.

SWOT Analysis assignment Case Study Example | Topics and Well Written Essays - 500 words

SWOT Analysis assignment - Case Study Example As for the screen particular The Galaxy S2 set the stage for astounding colour and vibrancy and the S3 takes that and includes additional land. The HTC One Xs screen is superb, yet preparation issues make it miss the top spot. In the event that we are speaking about electric storage device longevity, the HTC One X offers a somewhat nippier processor than the Galaxy S3. On paper, at any rate, it dominates the competition. Concurring to the polaroid specifications, iphone 4s. The rich, even tone gave by the 4s puts it somewhat in front of the One X. We havent had the ability to appropriately test the S3s Polaroid yet on paper in any event, It isnt putting forth any significant upgrades over the S2. Without having not less than a couple of hours to play around with the S3 , it’s challenging to know exactly how accommodating its additional programming characteristics will be. Were quick to perceive how the new Touchwiz contrasts with Sense 4.0, however were still enormous devotees of ios straightforwardness. The study has found that Apple is the ruler of the market at present. As the CEO of this company the Analysis of this vertical it is recommended that the company should focus more on its strengths and leverage on available market opportunities. Some of the options available at present include diversification of products as well as geographical diversification into emerging economies; increase market share by adopting to low pricing strategies. Apple Inc. has found High demand of iPad mini and iPhone 5, and with the launch of iTV, a higher market penetration can be observed in the near future. A Strong growth of mobile advertising market and increasing demand for cloud based services will increase its overall market share

Communication Theory Assignment Example | Topics and Well Written Essays - 750 words

Communication Theory - Assignment Example And I find this approach professional and reasonable as well. Relational Dialectics Theory elaborates how personal and social relationships are maintained despite interpersonal and social differences (Harvey and Housel 56). For example, Mr. David is an introvert person wants to maintain his privacy whereas his friend Mr. Frank, who has an extrovert personality, prefers to openness about issues. In their relationship, this theory proposes that both should understand their internal conflicting views besides maintaining their relationship amicably. From another perspective, it is important to understand the word â€Å"dialectics.† According to Merriam-Webster dictionary, dialectics refers to a process through which two opponent forces attempt to resolve their conflict amicably. In a deeper analysis, it can also be argued that this theory maintains that it is difficult to understand openness without understanding closeness; the comprehension of openness relies on the inbuilt concept of closeness. And the same is applicable for comprehending the concept of closeness through understanding openness as well. In this regard, Sahlstein mentions that social relationships are important for people as they want to retain them but simultaneously they are also inclined to maintain their personal integrity, values inbuilt to their personality and that is obtained through defining oneself particularly in relation to others (p.693). This statement needs further elaboration. For example, if two friends have a divergent opinion about an issue. In that situation, both have two options either to reject each other’s opinion and break their social relationship or sit together, understand the issue and retain the relationship as well. If they opt for the second option, they will have an opportunity to understand the inbuilt differences in the issue and evaluate each other’s point of view. In that situation, it is not necessary