An Important Macro-Environmental Force in Vietnam Essay Example for Free

An Important Macro-Environmental Force in Vietnam Essay QUESTION 1: An important macro-environmental force on companies is the social/cultural environment, particularly in international markets. Imagine that you are to offer a seminar on the social/cultural environment of Vietnam to foreign businessmen and marketers. Discuss at least three elements of the cultural environment that foreign businessmen should be aware of when doing business in Vietnam. Use specific examples referring to real-life businesses, brands, marketing activities, etc. to support your discussion. Social/cultural forces are the most difficult uncontrollable variables to predict. It is important for marketers to understand and appreciate the cultural values of the environment in which they operate. The cultural environment is made up of forces that affect societys basic values, perceptions, preferences, and behaviors. The Vietnamese value system is based on four basic tenets: allegiance to the family, yearning for a good name, love of learning, and respect for other people. These tenets are closely interrelated and based on three main religions which are Buddhism, Confucianism and Christianity. Changes in social/cultural environment affect customer behavior, which affects sales of products. Trends in the cultural environment include individuals changing their views of themselves, others, and the world around them and movement toward self-fulfillment, immediate gratification, and secularism. Firstly, in term of role of people in business environment, the women are not expected to reach high position. This is due to influence of Confucianism, which teach people that a woman should devote all her life to take care of household more than going out to seek foods. The woman is rarely appointed to the first position in a company because man who is lower position usually tends to against the commands coming from a woman. In contrast, a man is expected to become boss who should show his knowledge, learning and power. Secondly, Sex is very sensitive issue so that you should avoid it as much as possible. From an advertisement to a uniform should not be more provocative and especially avoid using obscene words in public conversation. The more you are polite the more you have respect from the others. Furthermore,  rewards and slogans are a part of business. In Viet Nam one of the tenets is earning for good name, so people tend to work hard for reaching some rewards or reputation. It seems that Viet Nam is one of countries, which has the most slogans. People usually act upon â€Å"syndrome crowd† but not patient, so it is better to change your company’s slogan frequently in order to collect and motivate workers following that slogan or the company’s goals. Finally, there are some rules out of laws you should know before starting business in Viet Nam. In some case, you are clearly right, yet someone who holds right making decision say that it is wrong, you can do no things except use some tricks to pass. â€Å"Chá º ¡y† means â€Å"Run†, which uses negatively money covered in the names called gifts, is the most popular way to succeed in document procedures or get some competitive advantages. QUESTION 2: Consider the five stages in the adoption process of a new product, and refer to a major purchase you have made. Identify, describe and discuss each step of that process, using your own case to support your discussion. Be sure to be specific and provide as detailed a description of your adoption process, as possible. You should also discuss the different influences and forces that impacted your purchasing decision. This MBA course is the most major purchase that I have ever bought. In term of considering the adoption process of this course, there are five stages which made me lead to this decision. Firstly, at the beginning of the process, the stage of awareness, which means that the consumer becomes aware of the innovation but lacks information about it. In my situation, I made this plan for a year ago but did not know where I could apply and how its quality was. I started to search for essential information about this course before opened six months ago. After gathering much of raw information, there were four choices which I could make such as RMIT, Hawaii, Columbia and Troy. Secondly, in the Interest stage I began to analyze that information, which could classified into some categories or criterions. Basing on these terms, I matched them to my requirements and made a decision for the most suitable. Finance was the first my issue because all of these course had the  quite high fee. I removed any course that I could not afford. Quality was the second issue I considered very much because I did not want to invest the big money for getting nothing. Time was the last one, which could impact on my decision. It was not only how long this course took and what time a class began. Moreover, I called assistants for more detail information about this course and asked them to send me some materials related to it. Therefore, I had a quite clear view of those courses and easier to make the final decision. Next, after all things considered, I chose MBA program of Troy, which was the most suitable and met more requirements. Those were the fee that I could pay for, the time that I could arrange with work. This happened in the Evaluation stage of adoption process. In the next stage, Trial, in my opinion this might be the transfer course time because I could evaluate the quality and quantity of this program. How was about teachers? Should did I continue or not? And finally, I decided to take this course –Troy MBA 5th intake in March. QUESTION 3: Refer to the article: VN has lucrative retail market: Research and Markets, from Vietnam News (June 15, 2011), copied below. 1. In your opinion, what are the reasons why modern retail concepts may work in Vietnam. Vietnam is famous for a traditional retail, with much many of convenience stores and mini markets placing at anywhere as possible. Therefore, people are formed a habit to buy their needs there. However, I personally believe that a modern retail formats will develop in the short future. There are some reasons why this kind of retail is able to compete with the traditional retail stores embedded in society. Firstly, Vietnam is a developing country with economic growth of around 6.8 per cent in 2010 and will be kept steady for some next years. This means that average income will be increased and then demands more for variety products, quantity and quality of products as well. Consumers tend to buy products that may be different, style, fashion, or special with mass volume and expected price. All things create a strong force for traditional store or mini market, where only offers convenience goods with limited brands, how to meet those demands. Time by time, these stores are not able to satisfy customers’  increasing needs, so that is time the modern retails such as supermarket or hypermarket develops. The second reason is a change of lifestyle. The young generation is more active and dynamic and shopping is one of the most favorite outside activities. Shopping now is not just for buying something but also for enjoying and relaxing. Furthermore, modern people have less time for buying, so they usually go shopping for much more goods in once and then put all of them in refrigerator. The supermarket or hypermarket can meet these requirements easily. The third reason is a strong influence of western culture, which is appearing more clearly recently. The Internet is developing very quickly in Vietnam, so people are able to access to information about western countries easily. The young people tend to western-oriented life, they respect and pursue the modern world with arranged colorful big cities, luxurious cars, and entertainment industry. This changes the way they live and go shopping. Finally, in term of demography, according to the General Statistic Office (GSO) Vietnam population in 2011 in total was 90,549,390 (July 2011 est.) with median age about 27.8 years. This means majority of the population is young and working class with higher purchasing power. The low median age of population means a higher current consumption rate which augurs well for the retail sector. This youthful, exuberant generation, bred on success will not drive the productivity but also set a spiraling effect on consumption and generation of income. 2. In your opinion, are there any pitfalls? If so, explain. There are some pitfalls, in my opinion, in retail market in Vietnam. Shopping habit is the most important one of those. Going to convenience store or mini market to buy necessary things every day is the way the Vietnamese have been doing for a long time. â€Å"Chá » £Ã¢â‚¬  (small market or store) merges in everywhere that makes people more comfortable to buy. Just walk out of home several feet steps, you can encounter many of small stores in  which they sell almost the vital things for living. Moreover, 80% of population of Vietnam who are living in rural areas, where are lack of information about modern life. Thus, retailers should gradually penetrate to these markets to form a shopping habit instead of investing a big budget in style and strange supermarket there. 3. In your opinion, what would be the â€Å"factors critical to the success of the retail industry in Viet Nam†? It is difficult to fit a successful international format directly and expect a similar performance in Vietnam. The lessons from multinationals expanding to new geographies also point to this. For example, Wal-Mart is highly successful in USA but the story is different in Asian countries like China. Therefore, it is important for a retailer to look at local conditions and insights into the local buying behavior before shaping the format choice. Considering the diversity in terms of taste and preferences prevailing in Vietnam, the retailers may go for experimentation to identify the winning format suited to different geographies and segments. For example, the taste in south is different from that in north and this brings challenges to the retailers. Therefore, most of grocery retailers are region centric at this point in time. // may indirect There are some key ways to develop modern market formats. The first, Try and Error mean that a number of retailers are in a mode of experimentation and trying several formats which are essentially the representation of retailing concepts to fit into the consumer mind space. The second, Increasing Acceptance of Rural Markets to exploit mass and potential market // In my opinion, there are two factors critical to the success of the retail industry in Viet Nam. The first factor is that our country’s economy is developing day by day, this lead to change in lifestyle and increase income. Therefore, lever of expenditure is getting higher and the ways to sell and buy is forwarding to the international market formats. The second is that the government of Vietnam gradually reduces barriers of trade by  imposing some laws to favor more foreign investors and also removing some absolute laws. Moreover, Viet Nam has been a member of the WTO since 11 January 2007, this means that it has to play following the same rules and the same trade environment. This offers large and bright road for retailers to dominate in potential retail market in Viet Nam. QUESTION 4: Refer to the communication model described in class, and use two locally available brands of FMCG (Fast Moving Consumer Goods), one Vietnamese and the other foreign. Describe, in details, how each brand goes through the elements of the model in their communication with their respective audiences. In your opinion, which one does a better job at communicating, and why? Coca-cola is the most famous brand in the world. It firstly introduced to Vietnamese in 1960 and then immediately received impression from people. After 34 years absenting, in 1994 Coca-cola turned back to Viet Nam as a symbol of America and the number one of producing carbonated beverage in the world. Basing on advantages of famous brand, Coca-cola made a great marketing plan to penetrate in Viet Nam. With this strategy is to create differences and diversities, Coca-cola now holds 65% market share and provides around 25000 jobs for Vietnamese. The question is that how can Coca-cola reach to these achievements when it came to Viet Nam later than Pepsi, the strongest competitor in Viet Nam; when the biggest competitor, Pepsi, has already set up factories and distribution channels completely throughout the country. It may find out some answers to this question in marketing strategies of those. Moreover, in cognitive stage, Coca-cola wants to transmit a messages â€Å"Serve all people†, so Coca-cola uses a great strategy marketing to inform, persuade and remind people. Advertising is the most powerful weapon that Coca-cola used to get potential customers’ attention. It is difficult to find corporations which really fund for advertisements a budget equaling to costs of production, but Coca-cola do this for polishing its brand. Its purpose is to put in consumers’ mind an image of drinking, which is number  one, which is healthy, which is friendly with environment and so on. With young people who are active, enthusiastic; who willing to try different things, Coca-cola used effervescent and provocative advertising clips included a short slogan, which may satisfy ego-centric trends of youth. Moreover, it is wise and creative to use images generating family atmosphere, the most important element in Viet Nam’ value system. Coca-cola has been doing it well by using the box of 24 bottles or cans, which is decorated swallows, happy family, peach tree, cake and something else related to Tet festival in Viet Nam. This creates in consumer’s mind loving, warm family atmosphere, which in turn put in mind images of relationship between Coca-cola and Tet deeply. Because Tet is very important day of Vietnamese, so Coca-cola usually launches large-scale advertising campaign throughout Viet Nam territory. Especially, a series of items, with new packing, style, and attractive colors, were introduced in â€Å"Happiness Factory† in 2009 Tet. In the affective and behavior stages, the customers really engage in activities to create their interest and desire of buying coke. Coca-cola uses very creatively diversity ways such as Money off coupon, Competitions, Free gifts, Point of sales materials and so on. It always chooses one or combined ones for specific or regular time to be launched. It seems that you have to be seen Coca-cola brand or related things every day. On the newspaper or television, on the billboards or posters, on the way you go to work or come back home, or even in the toilet you may see its logos. It is designed to draw in your perception without annoying you. For example, Coca-cola give you free of five style cups, which are printed its logo, in each box of 24 cans you buy. Sometimes you may be engaged in a game of collecting lids to win a car, television or valuable prizes. Understanding an extremely passion of Vietnamese about football, Coca-cola usually hold big programs in the important football events. From donating for the national football team to creating crazy fan club, from some games for prizes to some products for souvenir, all are launched professionally. Sometimes, Coca-cola becomes a major sponsor for a football contest. Coca-cola is usually willing to fund for community campaigns: supporting for  Ã¢â‚¬Å"Cleaning international beach† program in Do Son, collaborating with UNDP to launch the program namely â€Å"Cleaning Water for community in Vietnam† and especially its â€Å"Everest Challenge† program in long-term strategy call Live Positively. By using friendly and profitable public programs, Coca-cola makes the relationships with public closer day by day. In the competitive strategy with Pepsi to penetrate in market, Coca-cola uses mobile means such as bicycle, small store to move everywhere for selling and introducing products. Likewise, Vinamilk is one of successful company in Viet Nam in communication with customers. In the cognitive stage, customers, who are almost children, be attracted by a funny, friendly image of milk cows. Vinamilk wants to transmit to customers a message that â€Å"this milk is made from pure milk of cows and sterilized†. By using a lot of images related to farmers, cows, fields, families, and children, Vinamilk contributes to perception of customers that the products are friendly with environment, vital for health, and suitable for every family. In the affective and behavior stages, Vinamilk holds some sport events, become a sponsor for charity programs, especially almost those programs concentrate on poor children, who do not afford for going to school, who are suffering malnutrition and the other adversity situations. This move impresses children and their families to interest more, desire more, and of course, make a decision to purchase more products of Vinamilk. All things considered, I personally believe that Vinamilk does a better job at communicating with customers than Coca-cola in Vietnam. This is due to the ways Vinamilk informing, persuading and reminding are very friendly, funny, and close to its customers. It chooses the right image for right potential customers at the right time. The funny and lovely cow for the children is showed at school, children television programs, children sport events and so on. QUESTION 5: Consider Porter’s value chain and the holistic marketing orientation model. What implications do they have for marketing planning? How would you structure a marketing plan to incorporate some of their concepts? The marketing planning consists of analyzing market opportunities, selecting target markets, designing market strategies, developing marketing programs, and managing the marketing effort. In short, it outlines the specific actions you intend to carry out to interest potential customers and clients in your product or service and persuade them to buy the product or services you offer. On the other word, it shows how and what customer value is delivered. Therefore, Porter’s value chain and the holistic marketing orientation model help marketers to make a better marketing plan, which satisfies both customers and stakeholders. Firstly, Michael Porter of Harvard has proposed the value chain as a tool for indentifying ways to create more customer value. This model comprises a sequence of value-generated activities found to be common to a wide range of firms. A marketer can use this tool for determining what product features, prices and distributions are, how to utilize sales force, sales promotion, advertising, and other communication tools to announce and promote the product. For example, if the marketer wanted to make a new marketing plan, he or she would need to know core competencies of a company, which may be the current production process, distribution channels and sales approach. The value chain model supports the marketer for adjusting and identifying new product features in order to fit that capacities of production process (in Operations activity) and maximize a level of value that exceeds the cost of this activity, thereby resulting in a profit margin. Moreover, basing on current prices and distribution system (in Outbound Logistics activity), the marketer may determine whether to use current system or to launch new distribution channels. Finally, marketing and sales activities and service activities, which are described in value chain, help marketer find out solutions to promote and deliver product better. Whether a new advertising or sales promotion influence over the other activities in the organizational value chain? What is the most suitable support service to apply to this new product? What is about finance situation?. Looking from this picture, the marketer can make a marketing plan more efficiently and maximize the contributed value of each primary activities and support activities in value  chain model. Secondly, holistic marketing can help capture customer value and succeed by managing a superior value chain that delivers a high level of product quality, service and speed. Basing on value exploration activities, which show how can a company identify new value opportunities, so that marketers easily determine what the most profitable segments are. Next, value creation activities, which show how can a company efficiently create more promising new value offerings, help the marketer know who the customer admires, who they interact with and who influences them to craft new customer benefits. This generates a new idea for adding new features, which in turn increase competitive advantages†¦. QUESTION 6 : What brands and products do you feel successfully â€Å"speak to you† and effectively target your age group? Why? Which ones do not? What could they do better? There is a brand and product that made me impressively at the first sight, Heineken it is. I remembered that I saw a first short advertising clip of it on television several years ago. That was about 32 seconds of moment clip led audiences to experience different level of feelings. At the very beginning, it immediately captured your notice by a gentleman fishing for something in a massive freezing ice bucket with huge efforts and patient. It was very curious to want to know what he was looking for, so your eyes being attached on screen as the way advertiser’s want. Moreover, the melodious music of â€Å"Quando Quando Quando† song really conquered my ears and attention. â€Å"Tell me when will you be mine Tell me quando, quando, quando We can share a love divine Please don ´t make me wait again† After some seconds he picked up a bottle of beer with his blushing and trembling hand and then came to his group of two men, who had the same situation. In the last scenario of the clip, three men were looked very cold  with the bottle of Heineken beer in their hand. All things happened to me was no meaning except the curious, funny, and surprising feelings even though closing scene was showed with slogan: â€Å"Never settle for less†. It took me several minutes after to understand what had been happening, and I am sure that you have the same feelings too. You was put an image of Heineken in mind in the intelligent and interesting way. Thereafter, I began to be interested in searching for information about that beer, which owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Now, I am completely conquered, so whenever having a chance to drink beers I choose Heineken, which is really delicious beer. This clip also influences on the male, who are mature, by using three gentlemen to create good and respect brand of someone else when drinking this kind of beer. It is successful to position and segment target customers. All things considered, there is no need to launch a large-scale and professional marketing campaign order to inform, persuade and remind me, just needs one 32 seconds of advertising clip is enough. On the other hand, there are some brands and products which do not impress me. ThongNhat bicycle is one of them. In the past, possessing a ThongNhat bicycle was an honor of many people, but now it was defeated in its home. Why? There are many main reasons for this consequence. Firstly, its styles are poor and tradition which do not attract the major customers, who are students tending to fashionable trends. Secondly, its price is quite high compared to same kinds of bicycles and a level of living of almost Vietnamese. Finally, its advertising and sales promotion are not good, it seems that you rarely see it on television except through a word of mouth. In contrast, there are many kinds of China bicycle importing in Viet Nam. These ones meet almost requirements of students in particular and Vietnamese in general. China bicycles are very stylish, fashion and the prices are quite cheap, which are all things ThongNhat needed to consider if it would want to develop and get back its golden age. QUESTION 7 : Consider the lifetime value of customers (CLV). What does the concept refer to? Design an example to support your understanding of the concept. The lifetime value of a customer is a measure of the value of the customer to your business. It is the potential contribution of the customer to your business over a period of time. When you know the lifetime value of a customer, you have a benchmark for how much you would or should be willing to invest to acquire a customer. This means that you should see in the long-term to get potential customers instead of looking in the short-term with a high profit in advance. Therefore, concentrating on creating and maintaining relationships with customers, who will contribute to business’ profit by their loyalty, is very important for a business’ success. Toyota is one of the perfect examples for maintaining customer relationships and brands. It recently has announced to receive up to 2.17 million cars because of a brake fault. This move of Toyota shows not only its responsibility for safety of customers, but also its message that it wants to bring high-valued products and services and the most satisfying ownership experience. This is not the first time Toyota make a recall for some errors, so this can prove how powerful to know and correct fault honestly. Behind this action, Toyota firmly understands about what will happen if one of its clients gets an accident because of that fault. What is more, 2.17 clients and even more will be very satisfied and impressed by this honest and responsible service. It is the beginning point for creating lifetime value of customer when those clients say to their children or friends about this, which in turn to contribute more potential customers to businesses. From generation after generation, those who are willing to buy Toyota car for all their lives. This is the way Toyota generates profits when knowing clearly lifetime value of customer concept. QUESTION 8 : As you have learned, everything can be marketed. Think of yourself, and define and discuss yourself in terms of the 4Ps. It is a reality that everything can be marketed and people in general and myself in particular are not exception. In term of the 4Ps, I myself was considered to be a product for sale. Firstly, regarding to Product concept, with a certificate of information technology engineer and several experiment years, I can offer a labor market capacities of researching, analyzing, and designing information systems, especially the management systems in the financial and accounting fields. Moreover, my English skills are quite good enough for working at international environment. I also can work in high pressure, challenge and creative tasks. In term of service concept, I am patient enough to keep up with a long time project, humor enough to break a tension of someone, humble enough to learn from anyone, compassionate enough to help the others as much as possible, and positive enough to believe that the legend world is true. Secondly, Promotion means that customers have to be made aware of the product. On the other word, I have to do something to inform, persuade and remind the labor markets that who I am, what I can offer and how I can deliver my values. It may be a solution to advertize on some working websites, send curriculum vitae to my friends or go to a company order to introduce myself. Especially, I can involve in some scandals for purpose of noticing the others and media as the way some super stars have done. Thirdly, pricing me is quite difficult and sensitive. The price must be high enough to cover costs (tuition, cost of living, costs of job application) and make profits (salary, bonus) but low enough to attract employers. There are a number of possible pricing strategies. The most commonly used are: PENETRATION PRICING – charging a low price, possibly not quite covering costs, to gain a position in the market. By using this method you can have more chance to get a job, and such opportunity may lead you to success. CREAMING – the opposite to penetration pricing, this involves charging a deliberately high price to persuade employers that the product is of high quality. COST PLUS PRICING – this is the most common form of pricing. Costs are totaled and a margin is added on for profit to make the total price. Finally, in term of Place concept, I am living in Hanoi city where I also want to work. Thus, it is convenient and suitable for the companies, which are located in Hanoi too, which are willing to buy my offers. QUESTION 9 : Colleges, universities and other organizations can be classified as service organizations. How can you apply the marketing principles developed in chapter 13 to Troy MBA? Do you have any advice as to how it could become a better service marketer? QUESTION 10 : Think of some of your favorite brands. Do you know where they come from? Where and how they are made or provided? Do you think knowing these answers would affect your perceptions of quality or satisfaction? Coca-cola is the most famous brand in the world. It firstly introduced to Vietnamese in 1960 and then immediately received impression from people. After 34 years absenting, in 1994 Coca-cola turned back to Viet Nam as a symbol of America and the number one of producing carbonated beverage in the world. Basing on advantages of famous brand, Coca-cola made a great marketing plan to penetrate in Viet Nam. With this strategy is to create differences and diversities, Coca-cola now holds 65% market share and provides around 25000 jobs for Vietnamese. In term of ingredients in Coca-cola, published versions say it contains sugar or high fructose corn syrup, caramel color, caffeine, phosphoric acid, coca extract, kola nut extract, lime extract, vanilla and glycerin. Alleged syrup recipes vary greatly. The basic â€Å"cola† taste from Coca-Cola and competing cola drinks comes mainly from vanilla and cinnamon; distinctive tastes among various brands are the result of trace flavorings such as orange, lime and lemon and spices such as nutmeg. Some natural colas also include cola nut; Coca-Cola does not, and chemical testing reveals none. Because cocaine is naturally present in coca leaves, todays Coca-Cola uses spent, or treated, coca leaves, those that have been through a cocaine extraction process, to flavor the beverage. The coca leaves are imported from countries like Peru and Bolivia, and they are treated by chemical company Stepan, which then sells the de-cocainized residue to Coca-Cola. Some contend that this process cannot extract all of the cocaine alkaloids at a molecular level, and so the drink still contains trace amounts of the stimulant. The  Coca-Cola Company currently refuses to comment on the continued presence of coca leaf in Coca-Cola. To this day, Coca-Cola uses a United States license to purify the coca leaf for medicinal use. (sources: Wikipedia). Advertising is the most powerful weapon that Coca-cola used to get potential customers’ attention. It is difficult to find corporations which really fund for advertisements a budget equaling to costs of production, but Coca-cola do this for polishing its brand. Its purpose is to put in consumers’ mind an image of drinking, which is number one, which is healthy, which is friendly with environment and so on. With young people who are active, enthusiastic; who willing to try different things, Coca-cola used effervescent and provocative advertising clips included a short slogan, which may satisfy ego-centric trends of youth. Moreover, it is wise and creative to use images generating family atmosphere, the most important element in Viet Nam’ value system. Coca-cola has been doing it well by using the box of 24 bottles or cans, which is decorated swallows, happy family, peach tree, cake and something else related to Tet festival in Viet Nam. This creates in consumer’s mind loving, warm family atmosphere, which in turn put in mind images of relationship between Coca-cola and Tet deeply. Because Tet is very important day of Vietnamese, so Coca-cola usually launches large-scale advertising campaign throughout Viet Nam territory. Especially, a series of items, with new packing, style, and attractive colors, were introduced in â€Å"Happiness Factory† in 2009 Tet. Coca-cola uses very creatively diversity ways such as Money off coupon, Competitions, Free gifts, Point of sales materials and so on. It always chooses one or combined ones for specific or regular time to be launched. It seems that you have to be seen Coca-cola brand or related things every day. On the newspaper or television, on the billboards or posters, on the way you go to work or come back home, or even in the toilet you may see its logos. It is designed to draw in your perception without annoying you. For example, Coca-cola give you free of five style cups, which are printed its logo, in each box of 24 cans you buy. Sometimes you may be engaged in a game of collecting lids to win a car, television or valuable prizes. Understanding an extremely passion of Vietnamese about football, Coca-cola usually hold  big programs in the important football events. From donating for the national football team to creating crazy fan club, from some games for prizes to some products for souvenir, all are launched professionally. Sometimes, Coca-cola becomes a major sponsor for a football contest. Coca-cola is usually willing to fund for community campaigns: supporting for â€Å"Cleaning international beach† program in Do Son, collaborating with UNDP to launch the program namely â€Å"Cleaning Water for community in Vietnam† and especially its â€Å"Everest Challenge† program in long-term strategy call Live Positively. By using friendly and profitable public programs, Coca-cola makes the relationships with public closer day by day. In the competitive strategy with Pepsi to penetrate in market, Coca-cola uses mobile means such as bicycle, small store to move everywhere for selling and introducing products. This is in its mission â€Å"Server all people†. In conclude, I personally think that if customers knew about where products come from, how products are made, and how products are provided or delivered, they would understand more about products. This makes customers use those products more efficiently, which in turn contribute better image to customers’ perception and satisfy their requirements.

Waste Land Essay: Journey Through The Waste Land -- T.S. Eliot Waste L

  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   T. S. Eliot drafted The Waste Land during a trip to Lausanne, Switzerland to consult a psychologist for what he described as mild case of nerves. He sent the manuscript to Ezra Pound for editing assistance. Between them the draft was extensively edited and published in 1922. As a modernist poet, Eliot struggled to remove the voice of the author from his work but the work is still a reflection of the author’s interpretation. He paints the picture as he sees it for the readers to view and interpret from their own perspective. The Waste Land could be viewed as a chronicle Eliot’s difficult and not quite successful journey to confront his own unconscious or spiritual reality. â€Å"Viewed psychologically, Eliot’s juxtaposition of scenes of sterility, fecundity, and sacrifice represents the speaker’s conscious awareness of a sterile society, and his abortive attempt to experience the unconscious† (Jones 22). Eliot’s depict ion of a spiritually empty and lost society is a reflection of his inner search for a life-defining spiritual faith. Eliot’s message is that modern man leads a very hollow and disconnected existence because he has abandoned his spiritual values in pursuit of material wealth. Eliot begins The Waste Land by bemoaning the fact that spring exudes false hope through its evidence of new growth and destroys the numbness and warmth acquired during winter’s hibernation from life or feeling. The return of feeling brings renewed acknowledgment of the emptiness and barrenness of modern life. â€Å"What Eliot wants to highlight is the pain of coming back to life† (Torrens 24). He expresses the cause of the pain in the description of the stony and barren landscape in which there is no shelter and nothing can grow. Man’s spirit can... ...aracter of his poetry after his conversion. Bottum however would argue that although he possibly found a personal faith he was never quite able to present that faith in his later works. â€Å"What we encounter in his late poetry, however, is a profound confusion of faith with a brilliant and learned man’s rational understanding that he needs to have faith† (Bottum 23).    Works Cited Bottum, J. â€Å"What T. S. Eliot Almost Believed.† First Things. April 1996. 21-6 Eliot, T. S. â€Å"The Waste Land.† The Norton Anthology of World Masterpieces. 6th Ed. Vol 2. Ed. Maynard Mack. New   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  York: Norton, 1992. 1751-64. Jones, Joyce Meeks. Jungian Psychology in Literary Analysis: A Demonstration Using T. S. Eliot’s Poetry. Washington D.C.:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  University Press, 1979. Torrens, James S. â€Å"T. S. Eliot: 75 Years of ‘The Waste Land.’† America. 25 Oct 1997. 24-7.   

Gender and Racial Issues

The main character in the novel Ti-Jeanne had been trying to avoid Rudy, a man who apparently have a child with her. The relationship of both characters from the past towards the present has actually displayed the different issues that gender differences are subjected to right now. Women are likely understood by the human society as the weaker vessel in the human community. Most often than not, this fact has made it easier for the society to present women as the gender division in the society that comes only as the second important group of population in the human community.Today, media is considered to be the most influential matter in the society today. Likely, the said medium of entertainment has directly affected the ways by which people react upon the different norms in the society today including that of the issues regarding gender differences. For this study, the process by which media presents women through movies and television programs shall be discussed with clarity and ca reful understanding. Considerably, this study shall present the different impacts by which media intends to point out the differences between men and women in the society today.During the 1950’s just after the world war events, women were rather presented in a much traditional manner that made them appear accustomed to the household activities. Their roles during the war years were also presented in a much more radical approach showing that though they were considered weak, they made so much to contribute to the strength of the people who are fighting for the freedom of the human society during the said era in the human society. Ever since that particular era, the role of women in the society had been changing gradually.Likely, the said series of changes had also been shown through media presentations. Aside from that, the advancement of technology towards the modern society has actually made it possible for the presentation of the women population to be more practical and re alistic. In the novel of Hopkinson, it could be observed that the women culture has been presented in a rather developing way, whereas a supposed weak individual who is faced with all the necessary adjustments that needs to be dealt with in becoming more familiar with a new community gains power through confidence.On Racial Differences The entire reading in the said book could be separated within four particular sections that present the major focused thoughts of the authors of the said material. The said divisions are as follows: †¢ Each individual is rightfully disposed to have his or her own thinking with regards a certain issue in the society. The differences of the people make it easier for each person to see the importance of the said right towards each individual. The opinion of each person is particularly a reflection of his or her own experiences in life.†¢ As for this matter it could be observed that the election of the American society is divided in several ways that the opinions of people with regards who the rightful person to rule the nation wins the position of the most important authority who would have power over the different authorities of the nation altogether. †¢ In terms of several social issues, it could be observed that the American society have different opinions altogether that coming up with a single acceptable opinionated view about several matters is a certain sort of clash of ideas between individuals.†¢ Political issues in the American society appear to be among the largest element of diversity of the said community of different individuals. The background of each person and their wants as well shapes their decision in taking part in the society’s political standing today. †¢ Aggressiveness of the people towards having the best kind of government available is something that needs to be strongly identified by each individual who are taking part in the electoral practices at present.Constantly consid ering the differences of the individuals and giving them the rightful attention that they are due regardless of their race or their color may not be that easy to apply through this particular process of equalizing the social system. This is especially true when it comes to understanding the situation in a normalizing manner. Actual application of being fair to everyone regardless of their racial division is not an easy task to accomplish.Through the attention given to the needs of everyone else in the population of people concerned in the situation, it could be noted that the main aim of the system is to make equalizing programs work for serving the best values of the individuals concerned (Wyle, 2003). People are likely to be divided because of their cultural beliefs. This likely involves the importance of the major consideration given to the cultural diversity of each individual from the others who are present in a certain institution.Seeing them as persons having the same level o f needs of respect and same demands of attention shall equip the administrational authorities with the rightful skill and capability of handling such cases of differences in terms of race and culture. It should then be realized that deeply understanding the situation through narrowing the elements of effect through identification of human behavior as individuals and not as people divided by race, is the main key towards the successful application of the said proposed program or event.(Wyle, 12) From this outlined summary, it could be observed that the book points out that the diversity of the people today in the American society makes the political status of the said nation rather aggressive and progressive in several important ways. Further Implications of the Reading The society is mainly composed of many different individuals each having their own characteristics, social background, and cultural affinity producing diversity among the people.The unique personal characteristics of each individual radiates in the formation and development of the society as the former manifests as the foundation of the latter. As people compose the society, their unique and personal characteristics affect the formation and development of it including the differences in most major social factors and concepts. Included in this is the issue of race and social ethnicity. Race is mainly defined as the social characteristics localized within a certain social group that is shared through both biological characteristics and regional factor.Among the commonly included characteristics in this concept are the shared physical features in a certain social group such as color of skin and others. The concept of race is commonly used as the background factor in the personal identity of each individual. Ethnic background on the other hand plays more on the side of cultural affinity rather than on the physical manifestation. This concept similarly serves as the identity factor for each individua l as the ethnic background manifests as the primary link of an individual to his or her roots.On a sociological aspect, ethnic relations are formal and mandatory as associated with the birthright of an individual though the relationship of the subject with his or her ethnic background on a cultural aspect is viable wherein he or she can choose to deviate from it and affiliate him or herself to other cultural groups. Indeed, the concept of race and ethnic background serves as the anthropological factor determining the roots and family background of the involved subject.Another important factor associated with the concept of race and ethnic background is the issue of inequality and discrimination. Social groups are mainly formed through the unison and association of different unique individuals sharing a common factor, which can be of regional location, physical characteristics, blood relationship and cultural background. The people sharing a similar denominator established themselves together as a single social group with their own cultural identity.However, on a general sociological perspective, each social group based on race and ethnic background manifests to be a unique unit in the larger context. As the social race opens their group to the larger social aspect, issues of differences pertaining to their cultural issues, shared physical appearance, and anthropological factor as now brought up into the context (Rothenberg, 2001). As influenced by these issues, aspects of discrimination and social inferiority play now in the picture wherein the social groups in the general society are now segregated among the superior and inferior ones.The issue of discrimination in the sociological context is always based on a certain factor causing the said mentality or personal perspective. Commonly in the present society, physical appearance and cultural differences are the main fuels that affect the discriminative view towards the other social groups classifying the super ior from the inferior class. Indeed, the issue of race and ethnic factor becomes the basis for the segregation and discrimination in the people wherein the established inferior unit becomes oppressed compared by the superior class.This often manifests in the course of the development of each social groups in several aspects. An example of this concept is the racial discrimination that is dominant in the American society segregating the groups of the whites and the blacks wherein the former are considered superior than the later (Rothenberg, 2001). This discrimination often manifests in the several important social institutions such as the employment sector wherein most blacks are not qualified to be hired for higher executive positions because of their racial background.Another is the racial harassment that the blacks are receiving from most white factions who wants to further undermine and take advantage of the inferiority of the black people. However, this issue of discrimination is not based of the common connoted definition of the concept of race, which is through skin color. Instead, the real significant roots of the discriminative behavior within this society manifests to be from the anthropological and historical relationship of the two social groups namely the period of the slavery of the blacks and the social impression this has left on the mentality of the people.Indeed, the blacks were once victim of the physical oppression of slavery from the white people and this historical period has left a cultural and sociological scar on the impression of their race (Rothenberg, 2001). As these people are victimized and oppressed, their once status in the society still influence the perspective of the people in the present which comes in conflict with the pride and status of the other social groups.Because they were once slaves, other social groups do not want to be mixed and be on the same level with the black people thus, their cultural perspective develops to undermine the capacity and capabilities of the black people to hinder their equal social ascension (Rothenberg, 2001). This concept is widely prevailing in the present and most oppressed social minorities are still fighting their way against this discriminative behavior. Other oppressed social groups are those who are foreign to the land of the dominant race wherein the former were viewed to be inferior compare to the later.Victims of these views are the Hispanics, Irish, and other immigrants and refugees in the American society (Rothenberg, 2001). The dominant race allowed the intrusion of the foreign social group however, a demarcation line must still be implemented wherein the dominant will stay to be the superior in most social institutions and fields. This in part, manifested to have an oppressive effect on the minority faction wherein the superior class hinders their development and integration in the general society.Indeed, the issue of racial discrimination is not mainly attributed to the racial, ethnic and social differences of the involved parties but on the unresolved conflicts and issues between the involved social groups. Indeed, racial perception is not on the significance of the color of skin or cultural practice but on the personal perception and view of the people looking into the context. Indeed, the issue of racial discrimination is laid not oniological and sociological inferiority complex but instead on the concept regarding the social development between the two social groups.Because of this, the issue of racial discrimination indeed becomes illogical and unethical as something occurred in the past is not applicable on the present context. Instead, the discriminated social groups must be entitled to social affirmative actions as part of the assistance to the development and reintegration of the oppressed social groups. Instead of discriminating the oppressed social groups, social minorities must instead be assisted in their integration and association in the general social context to achieve a positive social status for both the involved social groups. Overall ReactionFrom the reading that has been presented herein, it could be noted that the people of the American society are indeed much directly concerned of the ways by which their thoughts and opinions are given high regard by the major sources of power in the nation, particularly that of the political sectors of the society. Form this particular learning, it is undeniable that the truth behind the importance of diversity indeed affects the progress of the entire country as one nations standing for further progress in the future. Reference: Brown Girl in the Ring, Nalo Hopkinson, Warner Aspect, 1998, 250 pp.

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Marketing Plan of Nestle - 9279 Words

Executive Summary Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While strategy is the action plan to do something and hence, Marketing Strategy is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills and resources and its changing market opportunities. The aim of marketing strategy is to shape the company’s business and products so that they yield targeted profit growth. Nestlà © Pakistan Limited is selected to study that how they have planned their marketing strategy for Nestlà © Pure Life (water). Nestlà © is a multinational food†¦show more content†¦NPL is promoted by using different ways of promotion. Advertisement of NPL is done through TV, radio, billboards, newspapers and magazines. Current advertising slogans are that NPL is trust, hope and happiness and JIYO! Kay yahi hay Zindagi. Nestlà © also conducts the tradeshows, concerts, events, sponsorships, and discounts for sales promotion. For establishing public relations, Nestlà © distributes its newsletters, annual reports, calendars and diaries, lobbying, donation for charitable and civic events. For the victims of 8th October 2005 earthquake, Nestlà © has donated 90 trucks, which were containing different foods items, and NPL was one of them which is around Rs. 2 Billion. The Nestle organized its teams to distribute products to the effected areas and all employees contributed from top to bottm (MD himself was involved personally to distribute products physically) 2.1 Introduction Food is core element in our daily lives. Not only does it enable us to survive, but approprate amounts and quality also help to ensure a better standard of living by contributing to our health and wellness. 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ThoughRead MoreNestle Maketing Plan1637 Words   |  7 PagesNestle Marketing Plan Benjamin Tello ERAU Table of Contents Abstract†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.3 Company Overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..3 Market Segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.....5 The 4 Ps of Marketing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦.....8 Abstract Nestle is one of the major companies in the food processing industry. 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Positive And Negative Effects Of Globalization Essay Example For Students

Positive And Negative Effects Of Globalization Essay The Most Important Thing I Have Learned in this Class that Every Globalization Advocate Should KnowThe globalization of the marketplace is one of the most highly debated arguments in the field of Economics today. There are many sides to this particular argument. Economists opinions on the subject vary about as much as night and day. The arguments range form absolute free international trade to hardly any international trade at all. In this essay, I will try to detail some of the most important arguments that globalization advocates should know. Globalization is the movement from a strictly domestic marketplace to a marketplace where international goods are allowed to flow into foreign countries. Also, domestic firms will be motivated to move their operations to foreign countries where production will be cheaper and; therefore, more productive. Basically, the argument is whether or not international trade is a good or bad thing for the world economy. In other words, will the movement of goods produced in one country to another country to be sold be of benefit to all countries involved? Advocates of globalization argue that international trade is not only good for the world economy, but is absolutely essential for the survival of it. The first thing that advocates of globalization may argue is that advancements in technology make it ever more possible to conduct international business cheaper and quicker than ever. No longer is international trade conducted by transport on sailboats that may take weeks to reach their destination. Today business transactions are conducted over the internet. Also, shipping is done in more productive ways such as by air. These lower transaction costs make globalization a more feasible idea than in years past. Advocates argue that globalization and international trade force firms to become more competitive. For example, Madagascar can produce textiles cheaper than American textile factories can. This will force American textile firms to become more productive or be forced out of the market. To do this, the American firms may choose to add to their capital stock. This will mechanize the production of textiles, which will drive down the cost of labor. A good case for this argument is made in the article: Socks Are Odd: Made in America. The article claims that the production of socks by American producers is able to remain competitive because of the automation of the production process. Labor makes up perhaps 20%, maybe a bit more, of costs, he estimates. That limits the savings from going abroad for lower wages. (Socks Are Odd: Made in America) Therefore, mechanization of the production process allows the American firms to be able to compete with the cheap labor costs in Madagascar. Opponent s of globalization will argue that this practice is unacceptable because American textile workers will lose their jobs. However, advocates claim that the benefits of the increased competitiveness outweigh the fact that some workers will lose their jobs. Globalization advocacy has also been bolstered by the liberalization of international trade barriers. The formation of the World Trade Organization (WTO) has helped to lower tariffs from the high double digits in the immediate postwar era to around 5% at the turn of the century. (Carbaugh, p.6) The lowering of tariffs has helped countries to be able to export their products cheaper than ever. Therefore, if American citizens are able to buy foreign products for less money than domestic products because of reduced tariffs, then Americans will be better off. A good example of how reduced tariffs have helped the global economy is seen in the steel industry. In recent years, steel imports into the United States have increased heavily. One of the reasons for this is that the tariffs have been lowered significantly. Globalization opponents argue that this hurts the American steel industry because it cannot compete with the countries that are able to produce steel cheaper than domestic firms. Advocates counter by claiming that importing cheaper steel is good for America because citizens save money by buying the foreign steel. In the article, Who Cares If the Playing Field Is Level?, this exact argument is made. Plausibly, it (importing foreign steel) could take $100 off the price of a new car. (Who Cares If the Playing Field Is Level?) The process of