Case study Essay Example | Topics and Well Written Essays - 500 words - 2

Case study - Essay Example Franchise contract can be beneficial on the part of Delissa in the sense that Agria could easily penetrate the Japanese market through its business partner Nikko. At the same time, Delissa could easily make use of Nikko’s existing market distribution to deliver Delissa’s yogurt in the market. One of the main factors that contribute to the failure of Delissa’s business strategy of entering the Japanese market has something to do with communication / language and culture gap. There is basically no single stakeholder on the part of Nikko who could speak English. For this reason, it becomes a challenge for the two companies to establish a clear vision and implement market strategies to increase the business’ profitability. Due to lack of communication, mistrust between the two parties becomes unavoidable. (p. 9–11) The initial marketing plan that was implemented is inappropriate due to the fact that it was not effective in establishing a good market position and differentiation for Delissa’s product-line. Based on the research survey result, 55% of the respondents were not clear on what the company is trying to communicate with regards to Delissa product. (p. 9–11) Based on the company’s recent media planning, Delissa is targeting children and young people between 13 to 24 years of age. For some reason, Nikko and SRT International Advertising Agency has been running TV spots between 11:15 to 12:15 at night. Obviously, the company’s target consumers are mostly asleep around that time. (p. 9–10) Aside from the ineffective advertising campaign used in the business, the ordering system and market distribution of Dalissa product is very slow due to some internal bottlenecks that causes delay in the delivery of products in the market. (p. 9–8) Ole Bobek – Agria’s director of international operations was constantly negotiating with Nikko regards to the business franchise. Even

Masafi staregic marketing pan Essay Example | Topics and Well Written Essays - 4000 words

Masafi staregic marketing pan - Essay Example 8 Core Competencies 8 Future Industry Analysis 8 Market Analysis 9 Perceived Customer Value 9 Customer Analysis 10 Segmentation 10 Targeting 11 Positioning 11 Marketing Strategy 13 Service Marketing: 7Ps Framework 14 Brand Strategy 18 Final Budget 20 Recommendations 21 Appendices 25 Executive Summary The study will propose a marketing plan for Masafi’s mineral water. The project will start with the mission and vision of the organisation. Following these, the study will provide a brief history of Masafi. A PLC and BCG matrix has been implemented for the purpose of the study. Then a market analysis has been conducted in order to understand the customer value and current customer trend. Then the study will provide a marketing plan including overview of the industry, key competitors, STP analysis and Marketing Mix. Finally, the study will provide recommendation plans basis on the critical issues. Background Analysis Masafi is a growing FMCG company in the Gulf and Middle East regi on headquartered in Dubai. The organisation used to manufacture and distribute mineral water and other food products (Masafi, 2013a). Here the project will conduct a marketing audit for the mineral water and will propose a new marketing plan for the products. ... Product diversification and business expansion in different global markets. Retention of long-term leadership within the mineral water industry. Expansion of brand portfolio and provision of social and health services for the global community. Vision The vision statement of Masafi is â€Å"Premium Products for Enhanced life†. Organisational Setup Masafi was founded in the year 1976. Masafi has been able to enter the domestic market with an estimated start-up capital of 5.5 million US dollar. In the year 2007, Masafi earned revenue of 40.2 million US dollars. Masafi has joint ventures with several international companies. For example, the organisation has joint ventured with UAE based organisation Khadamat facilities in order to recycle the plastics that are used for packaging (Carter and Dunston, 2006, p.161). Product Portfolio Analysis The product portfolio analysis will determine the key product lines of Masafi in terms of Market share, PLC and BCG Matrix. Sales or Profit In the year 2002, Masafi managed to increase its growth by 8%. At that point of time, the economic situation was not favourable for mineral water industry. However, the organisation managed to sell more than 3.6 million litres of mineral water bottles in that specific year. Several experts at that point of time expected that the organisation would avail a significant growth during the next 10 years. In the year 2012, the organisation increased its growth by 6% comparing to the last year. In terms of market share and profit, the key products of Masafi are mineral water bottles and facial tissues. Product Life Cycle Masafi’s mineral water has a short life cycle. From the starting years, the organisation has introduced mineral water of various flavours. The

Principles of Marketing Communications Essay Example | Topics and Well Written Essays - 2500 words

Principles of Marketing Communications - Essay Example The current marketing communication campaign of IKEA can be regarded as an effective strategy for building long-term loyalty and relationship among its customers. Though marketing communication is an age-old concept, its strategies and implementation techniques are evolving as customer demands and preferences are changing. It is no doubt that the marketer has shifted from product marketing to customer marketing and ultimately to relationship marketing (Kitchen and Li, 2005). In order to create long lasting relationship with customers, it is important to send messages which are creative and offer more than just products or service. As a result, organisations are increasingly trying to attract customer attention offering service which helps them to improve their overall quality of life. Creating advertisements and campaigns with a social propaganda has become one of the major trends among big and successful firms (Balmer and Gray, 2003). The same concept has been implemented by IKEA in its current brand campaign where the objective is to encourage children and adults to spend more time together. It can be at home doing activities such as, baking, cleaning or simple relaxing, apart from playing and making merry. As a result, the organisation upheld a three minute documentary of a particular family created by the mother. The idea was to send customers the message that IKEA understands how individuals stay at home and various challenges that they face especially when it comes to working at home.

McCain Foods Essay Example for Free

McCain Foods Essay McCain Foods is a Canadian company that produces potatoes and provided all sorts of fries to their customers all over the world. McCain Foods Company is a well-known potato producer. McCain also competes with public companies such as Kraft Foods, Aviko and ConAgra Foods which have a clear advantage in terms of raising capital because they are also producing potatoes as their main product. Private ownership puts the company at a competitive disadvantage. Even so McCain Foods Company tries to inform their customers by doing campaigns and promotion by giving points and free deliveries. Consumer food expenditure on ready-to-eat foods continues to rise due to the success of new dining concepts, and changing lifestyle. Demographic factors, such as more families with working women, smaller family sizes in general, and more disposable income coupled with less disposable time has spurred this trend. Since McCain Foods is more focused on business to business they are partnered with few companies that will help them in packaging, in examining their potatoes quality and distribution. Due to the changes in the external environment that impacts McCain Foods Company sale rates, they made changes to improve their potatoes quality to maintain their customers demand. Such us, using the sunflower oil that reduces saturated fats by 70% instead of using regular vegetable oil. This is made because mainly McCain Foods have a strategy to keep a good relationship with their farmers and customers In the Netherlands, McCain Foods Company is located in Lelystad where the corps are grown and distributed. The distribution of McCain Food products are done by road to the other European countries and ships to be distributed to other countries outside the European region. McCain Food Company McCain Foods is a company located in Canada and a privately owned company established in 1957 by four brothers namely Wallace and Harrison McCain, supported by brothers Andrew and Robert. McCain Foods is the world’s largest manufacturer of frozen French fries and potato specialties. McCain foods also perform in helping the environment and achieved several Charitable Initiatives such as â€Å"Feeding the hungry and supporting education in South Africa† and â€Å"Supporting sport in the UK for ? 5 million to UK Athletics â€Å". McCain Foods is the largest French fry producer in the world, claiming a global market share of almost 33%. (4) McCain operates globally with over 57 production and manufacturing facilities across six continents. The company’s products are available in thousands of restaurants and supermarket freezers in more than 125 countries around the world. The company has least presence in the developing organic foods segment. Natural and organic food products segment is one of the fastest growing categories in food retailing. The company has not acquired any organic brand companies nor has it launched organic products. Internal environment McCain foods  is an organization that has the motto: â€Å"McCain it’s all good†. Their actions, decisions and behaviors are guided by their values and Code of Conduct. McCain is trying to make their business to be more like a family business. Because some companies are known for the products they make, and some are known for the people who make them while McCain likes to be known for both. Their strategy is to keep a good relationship with the farmers and their customers. As it is shown in Graph (1. 1), McCain Foods makes contracts with their supplier partners and grower partners, even though the number of the supplier partners is greater than the grower partners. They also employed a lot of employees to work in their company. With these big numbers McCain Foods is also trying to maintain their relationship with their employees and partners, because these numbers tells us that McCain more or less is depending on their supplier partners, the farmers, and employees. Same thing goes to the Supplier partners and Employees of McCain Foods. This means that there is a mutualism relationship between McCain, the employees and their partners that will bring a good result.

Pamela Haist :: essays research papers

I love my grandmother (or whom I call Nana) very much and I look up to her more than anyone else I know. She’s smart, kind, funny, social, and very outgoing. I remember one time at the mall, when she was walking up the â€Å"down† escalator, and she couldn’t figure out what was wrong with the stupid thing! She just kept walking up it, and cursing at it wondering what was wrong. As you’ve probably guessed, my speech is about Nana, my greatest role model. Pamela Haist was born in March, Cambridgeshire, England on March 19, 1924. Her name at that time was Pamela Muriel Bailey. She was raised by her grandmother and uncles until she was about eight years old because her father and mother could not afford to keep a child at that time. According to Mrs. Haist this was quite common in a time before unemployment insurance and social benefits. She was an only child, and raised with very strict rules. For instance, every night she had to be in bed by six o'clock. She had to lie in the bedroom of her two-level house, listening to her friends playing out in the streets until she fell asleep. This continued until she was twelve or thirteen years of age. Despite the rules that may have hurt other people's social skills, Miss Bailey had many friends as a child. She told me of one friend that she remembers quite well, her best friend Daphne. "When I was a young girl," she reflected with a laugh, "I remember us going out one day to play. We were on our bikes, which is how we usually got around, wearing our best Sunday clothes at the time, white frocks with frilly lace. We were walking along the wall of the sewage centre. I said 'Let's go over that wall and see what's there. I'll help you over first. Come on, it will be ever so much fun.' So I helped her up over the wall and she landed right in a sewer filled with muck. I said 'I'll be right over. Keep on going!' By the time she came out, her dress (for picture day) was filthy! She came up to me the next day and said 'My mother says I'm not to have anything more to do with you.' But of course that didn't last five minutes." Miss Bailey did very well in school with various subjects.

Human Trafficking in Brazil

Following more than three hundred years under Portuguese rule, Brazil gained its independence in 1822, maintaining a monarchical system of government until the abolition of slavery in 1888. Shortly after – in 1889 – the military declared itself in control of the country as a republic. Brazilian coffee exporters politically dominated the country until populist leader Getulio Vargas rose to power in 1930. He is called the â€Å"Father of the Poor†, because of the fact that he brought social and economic changes that helped modernize the country.By far the largest and most populous country in South America, Brazil underwent more than a half-century of populist and military government until 1985, when the military regime peacefully gave up power to civilian rulers. Brazil continues to pursue industrial and agricultural growth and development of its interior. Utilizing vast natural resources and a large labor pool, it is today South America's leading economic power an d a regional leader, one of the first in the area to begin an economic recovery.Highly unequal income distribution and crime remain pressing problems. Human trafficking in Brazil, in international and internal forms, is still a phenomenon within Brazil. Secretary National Justice Paul Abram warns, â€Å"This is because one of its features is the invisibility of victims and denial of recognizing oneself as such. This is why we focused on awareness campaigns and the national network to support the victims. † Although Brazil banned slavery its 1888 Golden Law, forced labor of thousands of workers occur daily which is helping drive the economy.The Government of Brazil does not fully comply with the minimum standards for the elimination of trafficking; however, it is making significant efforts to do so. The Countries that registered the highest incidences of victims of human trafficking were the Suriname (which works as a route to the Netherlands), with 133 victims, followed by Sw itzerland with 127, Spain with 104 and Germany with 71. UNODC estimates indicate that sexual exploitation is the most common form of trafficking (79%), followed by forced labor (18%), reaching, especially children, adolescents and women.The Brazilian government has maintained efforts to prevent human trafficking in partnership with state governments, international organizations and NGOs. Authorities gathered extensive civil society and federal, state, and local government input to draft a second national plan for 2012-2016, as the first national plan ended in January 2010. The Ministry of Labor publishes a â€Å"dirty list,† which publicly identifies individuals and corporate entities the government has determined to be responsible for trabalho escravo and is subject to civil penalties.Authorities continue to investigate sex and labor trafficking crimes, but data collection on trafficking prosecutions and convictions continued to be a challenge. Government-provided specialize d shelter and services for victims of all forms of trafficking victims remained inadequate. Authorities continued to partner with civil society and international organizations to raise awareness about sex trafficking and trabalho escravo. During the International Symposium for Combating Human Trafficking, held in Goiania on May 14 and 15 many topics regarding the fight against human trafficking were put in place.During the symposium, Mr. Bo Mathiasen, regional representative of UNODC, stressed the importance of having a legal basis, backed by enforcement action to combat human trafficking. Mathiasen stated, â€Å"We know that human trafficking is one of the cruelest forms of organized crime and it is not possible to move forward in the fight against it without a solid and comprehensive legal basis, capable of providing the necessary tools to rigorously punish the entire chain of criminals involved. It is only possible to fight transnational organized crime if criminals have the per ception that there is a real risk of being punished. The UNODC Regional Office for Brazil and the Southern Cone, together with the Brazilian National Justice Council and the National Secretary for Justice have committed to collecting and distributing information regarding all judicial action in Brazil on human trafficking through the UNODC global Human Trafficking Case Law Database. It is expected that by the end of 2012 at least 50 Brazilian judicial will document proceedings in the UNODC Case Law Database. This is a step in the right direction for Brazil to begin to combat this chronic issue.

Paiute Indians Essay

Paiute (sometimes written as Piute) is the name given to two related groups of native Americans — the Northern Paiute of California, Nevada and Oregon, and the Southern Paiute who originate in the modern day states of Arizona, southeastern California and Nevada, and Utah. The web page Paiute says that the southern group moved in California in about 1100 C. E. The name may mean either Water Ute or True Ute. Members of both groups speak languages which belong to the Numic branch of the Uto-Aztecan family of Native American languages. Other people groups, namely the Bannock, Mono, Timbisha and Kawaiisu peoples, also speak Numic languages and live in adjacent areas, so they too are sometimes referred to as Paiute, though in some cases are more closely related genetically to the Shoshone people. Powell and Ingalls, in their Ind Alf. Rep. , 1873 said that the name originally belonged to only one group, those from Corn Creek in Utah, but was gradually extended to other bands. The group generally known as the northern Paiutes are closer in relationship to the Shoshone than they are to Southern Paiutes and the southern group are closer to the Utes than to the northern Paiutes. It is in language and customs that they are most closely alike. Ethnologue . com reports that the language of the Northern Paiute, alternately called Paviotso, is spoken over a distance of about 1000 miles although each reservation, there are twenty, tends to have its own dialect. There are about 1,600 speakers out of a population of 6,000, most of these speakers being older people. The group have several names. The Northern group call themselves Numa or Numu while those in the south refer to themselves as Nuwuvi. These terms have an identical meaning , â€Å"the people. † The northern people are on occasions called Paviotso. There was contact between early Spanish explorers and some Southern Paiute who called them the â€Å"Payuchi† (they did not make contact with the Northern Paiute). Other early settlers referred to both groups as ‘Diggers’, now thought of as a derogatory term, but which referred to the people’s practice of digging up roots. Life styles Before other settlers arrived in their areas the people of the north existed in their desert environment. Each smaller band had a specific territory which generally centered on an area of lake or other wetland that ensured a supply of both fish and water-fowl says one web page, but the web page Paiute says definatively that the northern group did not eat fish. Food gathering tended to follow a seasonal pattern, including trading with coastal groups by Southern Paiutes. Communal drives in conjuction with neighbouring bands were the means of hunting animals such as mountain sheep, rabbits and the larger pronghorns, a form of antelope. There seems to have been quite free movement of individuals and families between the various bands. Pinyon nuts, a form of pine nut were gathered on mountain trips in the fall. Pinon nuts have outstanding nutritional value, supplying all amino acids and various vitamins and compare well with pecans, peanuts, and walnuts. They supply all amino acids and provide significant amounts of vitamin A, and have been likened to soya beans as an important food source according to the ‘Goods From The Woods’ web pages. The seeds of wild grasses, berries and other fruit and vegetables such as musk melons, beans, tubers and roots were also food sources. Important implements were a grinding stone and hand stone ( metate and mano) and these were used to crush seeds and make a paste which could be cooked as shown on the Surweb site page Paiute People of Southern Utah. Cultivation was in the hands of the women who created irrigation channels using sticks as digging tools. Each band came from a characteristic food source, the people of the Lovelock area for instance being known as the Koop Ticutta or Eaters of Ground Squirrel. Michael Hittman, in his 1996 book, â€Å"Corbett Mack, the Life of a Northern Pauitr, mentions, ( page 2) the Tabooseedokado or ‘Grass Nut Eaters’ of Smith and Mason valleys, Nevada In the fall the various groups would gather together for dances, ceremonies and marriages, the latter not being marked by any ceremony, but was simply the setting up of a household jointly. Edward Curtis in his book ‘the North American Indian, (Volume 15, page 66) describes dances both for amusement and as a prelude to war. He describes the war dancers as wearing head dresses of eagle feathers and kilts of cords including downy feathers Although monogamy was the most usual form of marriage variants such as sororal polygamy i. e. one man marrying a groups of sisters, as is sometimes the pattern among Mormons, and polyandry, which is when one woman has several husbands, also took place according to Ronald Host in the Utah History Encyclopedia. Houses were of the most basic kind, because the bands moved frequently, and little clothing was worn, but blankets made of rabbit fur were used according to Spartacus Educational. Contacts with Settlers Although the first contact with westerners may have taken place in the 1820s, really sustained contact between the Northern Paiute and Euro-Americans did not occur until 1840s. At that point the native culture was not particularly influenced by the settlers except that they began to use horses. Large numbers however fell victim to smallpox brought to them by infected settlers. However there were some bands in the south who remained more or less in their pristine, pre-settlement state until the1870’s having acces to neither guns nor horses according to S. G. Ellsworth. in ‘the New Utah Inheritance’. In 1851, Mormon settlers began to occupy Paiute water sources. Relations between the Paiutes and the Mormons were on the whole peaceful, mainly because of the efforts of Mormon leader Jacob Hamblin. In 1854, Brigham Young had sent Jacob Hamblin and others to open the Santa Clara Region. The goal was to befriend the Indians and eventually convert them to Mormonism. Hamlin believed that if he never killed Indians, they would kill him Hamblin, together with some Paiutes, was able to establish a settlement near the Santa Clara River where dams were built in order to irrigate the area on a much larger scale than previously according to the Surweb site. There were a number of violent disputes between the natives and settlers such as the Pyramid Lake War of 1860 and the Bannock War of 1878. Such incidents in general began with disagreements between settlers and Paiutes about property. Such disputes would escalate until they required the involvement of the military. European contact with the Southern Paiutes happened first 1776 when Roman Catholic missionaries Silvestre Velez de Escalante and Francisco Atanasio Dominguez came across them while seeking an overland route to the Spanish missions in California. They reported seeing beard men and much later photographs were taken showing bearded Paiutes by John Hilliers, as can be seen on the Surweb page ‘ The Paiute People of Southern Utah’. Between 1854 and 1858 the Mormons tried hard to convert the Paiutes to their beliefs. The two sides on occasions worked together in negative ways as when, in 1857 A mixed group of Mormon militia and Paiutes attacked and killed a group of migrants at Mountain Meadows, Utah according to Virginia Simmons in her book of 2000, ‘The Ute Indians of Utah, Colorado and New Mexico’. A treaty was signed between The Utah Paiutes and the federal government in 1865, but the senate failed to ratify this. In early 1871 John Wesley Powell reached Southern Utah following his exploration of the Grand Canyon. On his first trip the party had run out of food. With the aid of the Paiutes, and their immense knowledge of the area Powell was able to arrange a successful second expedition according to the Surweb page the Paiute People of Southern Utah. The second trip was a scientific one and John Hilliers, a photographer, accompanied Powell. He was able to take many pictures of people who up to that point had had no or minimal contact with westerners. His pictures can be seen on the Surweb Pages, the Paiute People of Southern Utah. The Europeans of whatever origin practised settled agriculture and also introduced large herds of cattle, which led to over grazing. This made it hard for the native people to continue with their traditional life habits. Those living near rivers practised agriculture using the river waters as their means of irrigation. They grew corn, various types of squash and gourds, sunflowers, melons and, in later years, winter wheat. Although there were chiefs, some very influential, leadership was often to do with abilities and so was task orientated such as hunting or making baskets. With the coming of settlers there also came slaving raids from other native groups such as the Utes and Navajos, who then sold their slaves to Europeans. There were other important intrusions into Paiute life. Beatrice Grabish in her article of 1999 ‘Dry Tears of the Aral’ mentions the Owens Valley which was originally populated by Paiutes, but where the water was an attraction to urban developers seeking a permanent supply of water for Los Angeles. She reports how the local environment was devastated by the loss of ground water. Religion The supernatural belief world of the Paiutes revolved around Wolf and Coyote There was a tradition of storytelling about the activities of Wolf and Coyote together with those of other spirit animals. t the fall and winter gatherings. Wolf was considered to be the elder brother and so the more responsible god, while Coyote was often given the role of the trickster. Jesse Jennings, who has studied closely the anthropology of Utah said in 1957 in ‘Memoirs of the Society for American Archaeology’, No 14, when speaking of the people’s traditional life style :- In such situations there is little leisure, and almost no certainty about the morrow. No long-term building projects, no complicated rituals, no extensive amassing of personal property nor any long range plans can be undertaken in such circumstances. Reservations In 1874 the American government took away all Paiute land. The Malheur Reservation in Oregon was the first reservation for the northern Pauite. The government’s intention was that the Northern Paiute would be concentrated there, but because of the distance from the traditional areas of th emajority of the bands, together with poor conditions on that reservation, many Northern Paiute refused to go there or quickly left. When it became impossible for them to continue to follow their traditional patterns of life they either looked for work on white farms or in the cities. stablished Small Indian colonies were also formed where they were joined by many Shoshone and Washoe people. Later other large reservations were created such as those at Pyramid Lake and Duck Valley, but the usual pattern was small reservations near cities or farm districts. These often had mixed inhabitants including both Northern Paiute and Shoshone people. 20th Century â€Å"For many Indians the depression years were a relatively good period,† stated Professor Ronald L.  Holt of Weber State University as quoted by Becky Bartholomew ‘History Blazer’ on the web page ‘Utah History to Go’ In the early 20th century the colonies began to be awarded land by the government. In 1927 a Paiute agency was created in Cedar City under the auspices of the Bureau of Indian Affairs. Despite this there was little real help available for the Paiutes. The women worked as maids and the Paiute men worked on the railroad, sometimes taking intermittent work on farms as well as working their own small plots on reservation land. In 1933 President Roosevelt had appointed John Collier as a new commissioner of Indian Affairs. With the passing of the Indian Reorganization Act in 1934 colonies were given recognition as independent tribes. Known as the IRA, this act protected existing Indian lands as well as providing the means for additional land purchases. The establishment of tribal and band constitutions and councils was encouraged and funds were provided for the purchase of water rights and the creating of irrigation systems were needed. In the 1950’s the government had a policy of terminating aid to certain groups and the Paiutes were included, although Holt makes it clear that the department of Indian Affairs knew that by the they were then incapable of coping without help. Some of these terminations took a long time to come into effect. Prucha in his 1984 book ‘The Great Father: The United States Government and the American Indians’ states, ( page 1048) that in the case of the Southern Paiutes there was a three year gap between the act of termination and the date on which it took effect. Over the years the Paiutes campaigned for compensation for their lost lands and this was eventually paid, but at extremely low rates. In 1980 the then president Jimmy Carter ensured that the Paiute people again received federal recognition. In 1984 the Paiutes received 4,470 acres of poor land, not all in one place, but scattered throughout southwestern Utah. There was also a fund of $2. 5 million fund from which the group could draw on the interest. This was to be used for economic and tribal services and has been used to build houses, to open two factories and to provide health and educational facilities. The Future The future for this relatively small people group, probably about 4000 people according to Spartacus International, looks promising at present. Other estimates are rather higher, such as that on the Paiute Indian Tribe History, which claims there are up to 7,000. Naturally as time goes by there will be ever more mixing with the surrounding populations, but, unless there are major legislative changes, Paiutes will be able to follow at least some of their traditional way of life, while at the same time being active citizens of the United States. However it is obvious that certain things are in decline. A language with so few speakers spread over a vast area will soon be only of academic interest, a second language at best rather than a living mother tongue, unless there are moves such as with the Celtic languages in Europe to sustain them for example the Celtic tongues are used in the media and as a teaching medium in schools. There should be no need for war dances in modern America, so these will be just a focus for tourist cameras. With an increased interest in sustainable life styles and the protection of the planet’s resources however the Paiute still could have a valuable role if ancient skills are not lost , but passed on generation to generation.