Research proposal Essay Example | Topics and Well Written Essays - 2500 words - 2

Research proposal - Essay Example In analyzing the data, SPSS program and the Microsoft Excel are in use. The report will then be detrimental to the department and the relevant authorities for the sake of health promotion. The relevant health departments will be informed of the findings for the sake of incorporation in their departments. In men, the urine flow is through the urethra. Enlargement of the prostate gland is likely to blocks urine flow. The urethra narrows, therefore, forcing the urethra to contract forcefully to push urine through. The bladder muscles thicken, becomes stronger and sensitive over time; it, therefore, begins to contract in the presence of a small amount of urine due to its increased sensitivity causing need for frequent urination With time, the bladder muscles become ineffective to pressing out urine due to the narrowed urethra so urine tends to remain in the bladder, and it is completely not emptied. It in the end puts an individual at risk of developing urinary tract infections. Bladder stones, blood in urine, incontinence and acute urinary retention are a few serious problems that can develop over time. Benign prostatic hyperplasia is a histologic diagnosis referring to the multiplication of smooth muscle and epithelial cells within the prostatic transition zone. The etiology of BPH is unknown; however, there is a similarity between BPH and the embryonic morphogenesis of the prostate. The lower urinary symptoms have resulted from the enlarged gland. Direct bladder outlet obstruction has resulted to voiding symptoms. The prevalence and severity of lower urinary tract symptoms in aging male population are progressive, and it is, therefore, important the diagnosis in the healthcare of the patient and a large society. Despite the lack of enough information to explain the pathophysiology, BPH is treatable through surgical and medical treatment (Bird et al., 2013, pg. 347). Prostate gland is located within the male reproductive system. The gland is just

The Atkins Diet Essays -- Weight Loss Health Nutrition Papers

The Atkins Diet:Too Good to be True? The American population is fat. What’s worse, we are getting fatter. For many years, a body mass index (BMI) of 27 or more (weight in kilograms divided by height in meters squared) was the standard criteria for being overweight, and a BMI of 30 or more was the criteria for obesity. This meant that more than one third of U.S. adults were overweight. In recent years the criteria has been reduced to a BMI of 25 or more to be considered overweight, with the obesity criteria remaining the same. Now, more than 50% of U.S. adults are classified as being overweight. Interestingly, as the number of overweight individuals skyrockets, so too does the number of various diets that Americans are willing to try in their search for the thin standard that our culture idolizes. One of the most popular, and many claim successful, of the conglomerate of diets is the Atkins protein diet, named after its founder and guru Dr. Robert C. Atkins. With more than six million copies in print, Dr. Atkinsâ €™ New Diet Revolution proclaims to be "the amazing no-hunger weight-loss plan that has helped millions lose weight and keep it off" (Atkins). Sounds great, but what is this diet, and is it too good to be true? How does the diet work? The purpose of the Atkins diet is to change one’s metabolism and lose weight easily by eating foods high in protein and limiting foods high in carbohydrates, which tend to raise blood sugar levels the most. The diet works on the principle of ketosis – the process by which excess, stored body fat (the body’s secondary energy source) is burned, resulting in weight loss. A background understanding of the body’s natural energy system helps to understand Atkins’ rationale. Diets high i... ... National Cholesterol Education Program, and the American Cancer Society who endorse a diet that is composed of 10% to 15% protein, 55% to 60% carbohydrates, and 25% to 30% fat. The entire process of ketosis is suspect, and may cause fatigue, nausea, and lead to dehydration and loss of potassium, which consequently may affect cardiac function. Other less serious symptoms of a ketone-producing diet are general tiredness, abrupt or gradually increasing weakness, dull headache, abdominal pain, increased breathing, nausea and vomiting, and bad breath. A lifestyle consisting of daily exercise and balanced nutrition is one diet that will never go out of style. The weight may not miraculously melt off, as diets such as Atkins claim to happen, but it is more likely that in 5 years you will maintain your weight loss, whatever it is, and you will be healthier in the process.

Marketing Paper Heineken Essay

Heineken is a Dutch beer brewery company, which was founded in 1863, when Gerard Adriaan Heineken bought a small brewery in Amsterdam called â€Å"The Haystack†. In 1900 the company came up with it nowadays famous five-point star. In 1914 the company began expanding, starting with the production of their own bottled beers. By 1914 the company was one of the most loved import beers in the United States. From around 1948 Heineken began promoting their beer on a large scale. With slogans as â€Å"Heerlijk helder Heineken† (meaning: Delicious clear Heineken) and â€Å"Good people bring home Heineken†. In 1968 Heineken comes up with an innovation that will be used for over 30 years, the barrel with an attached draft pipe. This way an innkeeper only has to connect the barrel from the outside. In the same year Heineken also takes over their rival company Amstel. However, Amstel will keep its own identity and they will both follow different strategies. In the early 1980’s Heineken is available in 145 countries around the world. After the fall of the Wall in 1989, Heineken will even expand further into Eastern Europe. For instance, Heineken acquires Brau Beteiligungs A.G. (BRAG), in 2003. Until now, that is still the largest acquisition in Heineken’s history. In 2005 Heineken comes up with an innovative system that would take over the markets once more: The portable Heineken Draught keg. In 2010 Heineken is active in 170 countries and still trying to expand. They have 120 breweries globally, and employ 54.000 people. In the 120 breweries Heineken owns, Heineken brews more than 200 different kinds of beers and ciders, Heineken Premium beer being the most famous one. In Heineken’s Annual Report of 2009 Heineken has stated that 18 percent net growth in net profit. They reported revenue of â‚ ¬14.701 million; their net profit was â‚ ¬1.055 million. Their revenue of â‚ ¬14.701 million came from a consolidated beer volume of around 125 million hectoliters.[1] Heineken N.V. and Heineken Holding N.V. Stock exchange and management scheme Heineken N.V. and Heineken Holding N.V. are both represented on the Stock exchange list. Heineken Holding holds 50.005 % interest in Heineken N.V. FEMSA holds a 9.245% interest in Heineken N.V. The free float interest in Heineken N.V. is 40.75%. L’arche Green N.V., is owned by the Heineken family for 88.75% and by Greenfee B.V., which owns the remaining 11.25%. L’arche Green N.V. holds a 50.075% interest in Heineken Holding N.V. FEMSA holds a 14.94% interest in Heineken Holding N.V. Free float interest in Heineken Holding N.V. represents 34.94%.[2] We have put a stock exchange and management scheme in Appendix A. Products, Geographical Markets and Market Positions As Heineken brews around 200 different kinds of beers and ciders, we will first state a couple of recognizable brand names. However after that, we will focus on the Heineken Premium Pilsner, or Heineken Premium segment. We will differentiate on the premium segment because otherwise our paper will become to elaborate. Products Heineken most famous brand is Heineken Premium Beer. Below I will mention other brand names that Heineken brews in their breweries. I chose to name the products they brew in Western Europe; this is due to the fact that Heineken is Europe’s largest and leading beer brewer. In Europe the most brewed beers and ciders that Heineken brews are: – Heineken – Amstel – Desperados – Gà ¶sser – Strongbow – Edelweiss For a total overview of all the beers that Heineken brews in the worlds, you can visit http://www.heinekeninternational.com/products_brands_brands.aspx For the relevance of this paper, it is not necessary to name all these brands. Geographical Markets Below you will find a table with the geographical distribution of consolidated beer volume, this is off al of the beers and ciders Heineken brews in the world. |In thousands of hectolitres[3] |2010 |% | |Western Europe |45,394 |31.1 | |Central and Eastern Europe |42,237 |29.0 | |Africa and the MIddle East |19,070 |13.1 | |The Americas |37,843 |25.9 | |Asia Pacific |1,328 |0.9 | |Consolidated beer volume |145,872 |100 | The premium segment is listed below. |Segment |Volume |Percentage | |Western Europe |7,600 |29,3% | |Central and Eastern Europe |2,800 |10,8% | |Africa and the Middle East |2,100 |8,2% | |North and South America |9,000 |34,7% | |Asia Pacific |4,400 |17,0% | |Total |25,900 |100% | Market positions Western Europe In Western Europe Heineken is market leader in countries including The U.K., The Netherlands, France and Italy. Heineken is the number two as beer brewer in countries such as Belgium, Finland, Ireland, Spain, Portugal and Switzerland. Western Europe is a highly important segment for Heineken as a company, Europe as a whole has about 850 million inhabitants, and together they are consuming 40,1 percent of the total premium segment, on average only the America’s are drinking more premium beer. Central and Eastern Europe In Central and Europe Heineken is also the largest beer brewer. Being the market leader in several countries Heineken brews 42.237 million liters of consolidated beers and ciders. The volume of Premium beer however is slightly low, only 10,8 percent. Africa and the Middle East Heineken is becoming more and more successful in countries in Africa, after starting the Heineken Africa Foundation the brand has become highly popular in sub-Sahara countries. Due to the high population of expatriates, Heineken is able to sell premium beers in African and Middle Eastern countries. North and South America This is the only segment Heineken does not own a market leading position. Heineken does enjoy number two positions in Mexico, Brazil, Chile and Argentina. In 2010 their position was strengthened after buying FEMSA. Asia Pacific The Asian market has been growing for multiple consecutive years. Heineken holds strong positions in Thailand, Vietnam, Australia, New Zeeland, Singapore and Taiwan. The fact that Heineken is a strong brand in Singapore is because of the earlier mentioned reason, the reason being expatriates. Cultural issues affecting Heineken When researching cultural issues, we thought of a case we had to deal with in the International Management II course. This case dealt with expatriates in Saudi Arabia. The common belief in Saudi Arabia is the Islam; their holy book is the Koran. The Koran states: Regarding Alcohol – The Holy Quraan states: â€Å"They ask Thee concerning Wine and Gambling, Say: In them is great sin, and some profit, for men; but the sin is greater than the profit.† (Surah Al-Baqarah:219) This means that all Islamic people should refrain from alcohol. The fact that Islamic people should refrain from alcohol makes it hard for Heineken to find a market in Saudi Arabia for Heineken beers or other ciders containing alcohol. However, Saudi Arabia is a country in which a lot of expatriates live and work. Expatriates are (mostly) western people, who do live according to the Koran. This means that these expatriates are able to drink a beer after work. The fact that this is able for expatriates makes it easier for Heineken to sell their brews in countries such as Saudi Arabia. However, this is the kind of problem Heineken mostly has to deal with. These kinds of problems are not hard to solve. We were not able to find more problems, only those that are similar to the problem we described above. We can conclude that Heineken is a very large MNE, Multi National Enterprise, however, we have not jet reviewed Heineken’s current performance. In the following section of our report we will analyse the performance of Heineken N.V. over the last five years. Therefore, will balance their financial performance against another large brewer’s performance, namely SABMiller. |Revenue (Change in % of the year before) |Heineken |SABMiller | |2010 |9.7% |4% | |2009 |2.7% |6% | |2008 |27.3% |15% | |2007 |6.2% |22% | |2006 |9.6% |19% | In this table the growth of the revenue is reviewed since SABMiller’s total revenue is more than Heineken’s. Although Heineken kept growing their revenue in the last five years, their competitor’s revenue kept growing as well. SABMiller generated even a bigger growth of their revenue compared to Heineken. Therefore we can state that although Heineken has increased their revenue in times of financial crisis, this does not imply that the performed extraordinary well compared to their competitors. According to John Hagel III, John Seely Brown and Lang Daviso in their blog article on ‘The Best Way to Measure Company Performance’ (2010), the return to equity ratio is not the best way to measure company performance. A different view is the one from the shareholders; since ROE focuses on the net income per share, it is a very commonly used method to measure company’s performance by shareholders. Therefore, this method is used in this paper and if we would use other methods our paper will become to elaborate. Concluding from this table we can state that Heineken performed better over the last five years then one of its main competitors in terms of Return on Equity. ROE’s between 15% and 20% are considered desirable; Heineken met this standard very well. Although SABMiller is not coping with a low Return on Equity, they are nevertheless unable to meet that standard. |ROE (Return on equity) |Heineken |SABMiller | |2010 |14,1% |12,6% | |2009 |19,7% |13,4% | |2008 |22,7% |12,2% | |2007 |20,7% |12,5% | |2006 |18,6% |11,5% | To summarize, both Heineken and SABMiller maintained a high level of growth over the last five years; their revenue kept growing. Despite both companies kept growing their revenue, a look at the Return on Equity ratio shows that Heineken is more profitable then SABMiller. It is save to state that Heineken has financially performed well over the last five years. International market segmentation International market segmentation can be described as the process of dividing the entire market into smaller market segments. According to Hollensen’s Essentials of global marketing (2008) there are 4 steps a company has to take while segmenting the right market, these steps can be found in appendix B. In this section, Heineken’s international segmentation strategies are discussed following these four steps. Hollensen’s first step is â€Å"the selection of the relevant segmentation criteria,† every market has it’s characteristics, Heineken had to select the criteria that were relevant for them. Heineken had to take in account measurable factors such as the geographic location, language, industrial structure and political factors. In addition, they had to take in account factors that have a low degree of measurability, such as cultural characteristics and attitudes and tastes. Not all these factors are relevant for Heineken; the language is not that relevant to a brewing company, however, the taste of the consumer is. Heineken also segmented their export market using other characteristics. Important characteristics for Heineken are age, e.g. minimal drinking age; alcohol consumption, e.g. heavy or casual drinker; tastes, e.g. they might prefer sweeter beer to Heineken and geographic location, e.g. the distance to the brewery. The second step is the development of appropriate segments. In this step Heineken had to find markets and market segments that match their relevant selection criteria. The third step is the screening of segments to narrow down the list of markets/countries to choose from and make a decision. This screening process can be divided into two steps, first the preliminary screening, countries/markets both external criteria and internal resources have to be taken into account. Secondly the fine-grained screening where the firm’s competitive power in different markets should be taken into account. Heineken selects in this step the market segments where they want to participate in. The forth step is â€Å"to develop subsegments in each qualified country and across countries.† In this step Heineken turns it’s macro segments from step three to micro segments; they further define their market segments. Market targeting Targeting is the process of evaluating potential identified segments to select the one with the highest potential (Hollensen, 2008). Heinekens target markets consist of younger to middle aged people. Heineken’s marketing activities are focused on this segment; they want their market segment to relate Heineken beer to sport events, festivals and nightclubs. Heineken is successful in addressing this consumer segment; they are the preferred premium beer for a large market share. This target market does not differ a lot among countries, although they adjust their marketing to each market, these adjustments are minor ones. Market positioning Market positioning can be defined as the process of creating a preferable brand image in the minds of the target groups of a company. It is not only preferable for companies to establish a positive brand image, but a positive identity for their products and organization as well. Market positioning is important to Heineken; Heineken puts many resources in advertising and positioning projects. When a company considers market positioning, they are likely to use the four P’s, Product, Price, Place and Promotion. We will briefly introduce these concepts and we will examine them further in a different section of this article. The four P’s are the marketing mix; all these aspects should be taken in consideration when constructing a marketing program that delivers superior value (Kotler & Armstrong, 2005). Heineken is actively using its marketing mix to position themselves as a positive brand for their target market. Heineken is involved in several market positioning activities, for example, Heineken is one of the main sponsors of the UEFA Champions League, one of the largest soccer leagues in Europe. Their goal with sponsoring this league is for their target market to relate Heineken with this sport event, therefore creating a positive brand image. Another example of a market positioning activity that Heineken is involved in will be the sponsorship of a concert hall in the Netherlands, namely the ‘Heineken Music Hall.† Again, their goal is that their targeted customers are gaining affection with the positive experience of the concert and the brand Heineken. In addition, Heineken is opening and sponsoring fully branded bars around the world. Heineken sponsors these bars and you can find their brand logo almost everywhere. Heineken allocates many resources to their marketing department in order to do this around the world; this results in brand recognition everywhere. This is again a promotional activity conducted by Heineken to establish a better market position. Product strategies The product strategy is a marketing plan of a specific product accommodated to for instance the target market, desired product positioning within the market, and profit objectives. Almost always product strategies are based on the four P’s, financial targets, and budgets of the producing company. Now, a deeper look in the product strategies of Heineken shall be made.Firstly, Hollensen(2008)[4] states that there are three levels of a product. These three levels include: the core product benefits, the core attributes and the support services (figure below). As the figure shows there is a high possibility of standardizing elements of products at the level of â€Å"core product benefits, medium possibilities to standardize in the â€Å"product attributes† level, and a low possibility of support services being standardized. [pic]The most eye-catching core product benefits of Heineken include the technology, most important: the patented technology used to brew the beer and giving it the distinguishable taste Heineken is known for. Heineken does not change the brewing process in any foreign market it explores (Anthony Ruys, 2005)[5] so no matter where Heineken is consumed the taste will be exactly the same. Also the perceived value is a major core benefit for Heineken, Heineken is such a large brewery with so many (geographically dispersed) market that it is recognized all over the world, people in foreign markets see Heineken as a luxury beer and this is exactly what Heineken intended when entering the market, for example Heineken promotion strategy in when entering the USA market: Heineken hired a vast amount of actors to go to luxury bars and hotels and keep asking for a â€Å"Heineken† beer, when this continued over a long period those bars and hotels were almost forced to use Heineken. Salient detail: a test with blindfolds regarding several breweries, Heineken finished almost at the bottom of the list, when the same experiment was conducted with the names of the breweries in sight Heineken was the undisputed number one. (Peters, 2001) [6] Looking at the product attributes it is remarkable that Heineken maintains almost the exact same size, looks , and lay out in every foreign market to get a high recognition rate. So the design, packaging, and quality are practically the same in every foreign market, this way their brand name and status is strengthened. Because of this Heineken also tries to keep the product attributes standardized. Hence two slogans of Heineken: â€Å"Serving the planet†; and â€Å"meet you there†, meaning wherever one may go the familiar Heineken beer will be around.Finally there is the support services level, this is the level with the lowest standardization in the company. Heineken has many marketing involvements in bars and hotels and host numerous events. The biggest example of Heineken’s support service in their home country the Netherlands is the â€Å"Holland Heineken house†, It is a portable bar which is up and running on the scene at major sporting events (world cup soccer etc.). these events and marketing opportunities are not as easy to standardize like for instance the production process. For the simple reason that it is an unpredictable aspect of the company. Market entry and distribution strategies Heineken started exporting in 1876 with regular shipments to France, twelve years after taking over â€Å"de Hooiberg† (another dutch brewery established in 1592), but Heineken kept a low profile concerning the export. Only after the son of Gerard Adriaan Heineken took over, the export of Heineken experienced a big growth with market entries in for example the United States. The United States were a vast growing market but it came to a sudden hold in the 1920’s when the prohibition act or â€Å"Volstead act† was initialized. By 1970 however Heineken was available in 70 percent of retail outlets in the United States mostly because of Heinekens distribution process. After this success Heineken began exporting to practically every corner in the world. According to Hollensen (2008) entry strategies for foreign market are divided in two groups. When a company goes abroad and has to choose a entry mode a distinction should be made in internalizing and externalizing foreign investment strategies. As can be seen in Appendix C[7]. hierarchical modes offer to most internalization where export modes require the most externalization. Between these two extremities are the intermediate modes. These modes will be discussed in the next paragraphs and will show which mode Heineken adapted. Firstly, the hierarchical modes which covers the internal factors. This includes the international experience of a company and what the size of the company is. When Heineken went to the United States it had very limited international experience. Also, back then, Heineken was the largest brewery in the Netherlands, but compared to the world The Netherlands is a very small market so Heineken had a restricted size. It also includes product complexity and differentiation. The product complexity when Heineken expanded to the United States was very low, after all at that time it only produced Heineken beer, only later on the made products adjusted to several foreign markets and product differentiation was created. Secondly, the export modes which cover the external factors. There are a vast amount of external factors with the most important one: the social an cultural distance between the home and the host country. Cultural and social distance between countries like The Netherlands and Belgium or Germany are not that big, however there were a lot of competitors present in the same branch in that period so Heineken decided to expand elsewhere. For instance in the United States there were few competitor because of the prohibition. But when a â€Å"western† company wants to expand in Asia or in Arabic countries there is a huge social and cultural distance. In the 1970’s Heineken started to pay more attention to the foreign markets and built up their social awareness which decreased the â€Å"sociocultural distance†. The mode with the most externalization is the export mode. In this mode the company has the choice between direct-, indirect-, and cooperative export entry mode. With the indirect export entry mode the company is mildly interacting with the foreign market due to the fact that an independent organization will distribute the company’s product. There is low risk and low commitment but there is also low control of the local distributer etcetera. Furthermore there is the direct market entry mode, in this mode the company is directly selling to a importer in the desired foreign market. The exporter will be in charge of the ins and outs and the up- and downstream functions and maintain well supported ties with the foreign market. When both the indirect- and the direct mode are not applicable the cooperative mode comes in the picture where there is a local importer dealing with the downstream functions (marketing, sales, services) and the exporter is in charge of the upstream functions within the local company (for example: the R&D department). Heineken started off in the export mode not only because there was limited experience in foreign markets up till then. The company had to keep expanding because the market for breweries became ever more competitive, Heineken founded a new brewery in the Netherlands but also founded the Malayan breweries and breweries in Venezuela, Zaire and Italy. Furthermore Heineken took over several foreign breweries. Nowadays Heineken adopted a Hierarchical mode for the market entry this means that it is fully owned and controlled by the company, but also the company bears the risk of its actions. Every market Heineken operates in. Heineken’s headquarters are stationed in the Netherlands but there are several subsidiaries in foreign markets because the general assumption is that geographically dispersed markets differ a lot and many will require a different approach which are than dealt with by the subsidiaries. Promotion Strategies According to Hollensen (2008) â€Å"†¦ important are the promotion or the performance promises that the organization makes for its product or service in the target market†. Regarding to product decisions, promotion of products can be adapted or standardized to foreign markets. Figure 1 (see appendix D), provides an overview of how products can be promoted in foreign markets. With regard to figure 1, Heineken seems to fit in the box of ‘Straight Extension’, since both the product and the promotion strategy of the company are standardized (one product, one message worldwide (Hollensen, 2008)). This is also stressed by Heineken’s general promotion strategy across the globe, which effectively creates a connection between the brand and the customers. In addition, Herwin van den Berg, Marketing Director of Heineken in the Netherlands states that: â€Å"Marketing is about attracting, inspiring and binding consumers and ensuring timely wake-up calls to your own organization†. Firstly, the Heineken company includes besides the well known Heineken brand, over 170 different, often local, brands as well. This multi-brand strategy proves to be simple, but effective. The main idea of acquiring other suitable, local brands, is to serve Heineken as a premium beer alongside the acquired local brand. If some local brand proves to have a significant growth potential, the brand is of interest of the Heineken company. This policy actually creates a global position for, because the Heineken brand becomes recognized as being a premium beer. Secondly, according to the Heineken website (www.heinekeninternational.com), the company has developed a policy of ‘Selling beer safely’, this policy holds that professional Beer Promoters (BPs) sell and promote Heineken beer directly to the (potential) consumers This policy proves to be a successful promotion strategy in most countries, because this policy manages to satisfy all different constituencies of the company. Despite the use of BPs, Heineken strives to improve the overall safety and health of the Beer Promoters, since promoting beer can be quite hazardous. Therefore, Heineken developed policies in their breweries that cover all aspects that are influencing the working conditions of the BPs. In order to instruct and train the BPs for their job as a effective Beer Promoter all over the world, Heineken developed all kinds of training tools, varying from instruction DVDs and manuals, to leaflets and booklets. These training tools are continually being improved and redesigned to maintain a proper basis for implementing the right strategy. Additionally, these training tools are translated in several languages, in order to maintain a general promotion strategy all over the world. Thirdly, when comparing the Heineken websites in different countries, it is obvious that Heineken uses the same promotion campaigns all over the world (examples: Draught keg, Extra cold, Beertender) . What stands out are Heinekens green (premium) beer bottle on the homepage on each website, the use of bright green colors, a direct link to Heineken’s Facebook page, and depending on the country, promotion campaigns such as Heineken Music or the UEFA Champions League. Besides the use of global marketing campaigns, some websites display local, country specific content as well (such as the new Heineken Ellipse glass). Additionally, most websites are fully translated, and some only partially in the foreign country’s language. Fourthly, when comparing the TV-commercials (www.youtube.com) of Heineken in different countries, it is obvious that the company promotes its premium beer and new products in quite the same way across the globe. The company actively promotes what seems to be the ‘Heineken experience’ which holds that Heineken premium beer is being drunk in the same way by people all over the world. However, the company does produce country/region specific ads, with slight adjustments, mostly for the major markets. In Asia for example, the commercials seem to reflect that a Heineken premium beer can be gained after a hard day at work. In Hispanic countries, a Heineken premium beer stands for intimacy and closeness, and in the image of Heineken in Western countries is that nothing stands between a man and a Heineken premium beer. To conclude with, â€Å"Heineken portrays itself as a global brand that makes the world just that little bit more enjoyable through its mentality and innovative products† (Heineken Case, Sister.) Pricing Strategies â€Å"Pricing policy is an important strategic and tactical competitive weapon that, in contrast to the other elements of the global marketing mix, is highly controllable and inexpensive to change and implement† (Hollensen, 2008). The Heineken company sells premium beer, which holds that the beer is priced in upper segment of the beer market. By premium pricing, customers become perceived that Heineken beer is different from all other brands, in the sense of being of a higher quality. And so, the relative high price can be established simply because customers are willing to pay the higher price for the real and perceived quality. Moreover, by pricing the product relatively high, the product position in de minds of customers becomes on the desired (high) level. Since Heineken premium beer is a standardized product, there are little additional costs concerning modification of the product to foreign markets. Therefore, Heineken can adjust its prices easily to the purchasing power in a foreign market and so maintain its brand image of being a premium beer, by setting the price to the relative upper segment of a country’s local beer market. By conducting this policy, Heineken maintains a global image of being a premium beer. Moreover, in some foreign markets Heineken even has the advantage of the so called country-of-origin effect. Which holds that customers perceive a product made in a certain country of being of a desired quality. Apparently, the Netherlands have a high reputation in the global beer market, since, for example, the customers in the United States are willing to pay significantly more for Heineken premium beer. On average, for every 100 liters of Heineken beer shipped to the US, Heineken’s profit is estimated on about 21 euro’s. In contrary, the average profit per 100 liters of Heineken beer in other countries is estimated on about 11.70 euro’s (Elsevier website). In short, Heineken is able to maintain its image of being a premium beer through both the general perception of being of a high/premium quality, and the corresponding price that has to be paid for Heineken’s premium beer. Source: Based on Keegan, 1995, pp. 489-94 and p498, Table 13.1 ———————– [1] http://www.annualreport.heineken.com/nl/Een_kort_overzicht/index.html#financials [2] http://www.heinekeninternational.com/ownership_cg.aspx [3] http://www.annualreport.heineken.com/Other-information/countries-and-Brands/index.html [4] Svend Hollensen: Essentials of global marketing [5] http://www.alcoholpreventie.nl/bestand/2005MarketingphilosophyofHeineken.pdf [6] Peters and Van Dam: Dienen en verdienen (serve and earn) (2001) [7] Svend Hollensen: Global Marketing (p. 280)

The War of 1812 Essay - 1051 Words

The years Thomas Jefferson and James Madison took office were in many ways difficult for the United States. Several events which compounded upon each other lead to the American-British War of 1812 which ended officially in 1814 with the peace Treaty of Ghent. None of the issues which instigated war were really resolved and it would seem that for the US, the War of 1812 was just a series of failures and few triumphs that, in the end, cost the Natives more than anyone else. The war began with fired-up Americans seeking resolution to their deep-seated resentments toward the British; hard feelings which only festered during the French Revolutionary Wars. Since the American Revolution, the Untied States had long been provoked by the†¦show more content†¦In fact, during the European embargoes, thousands of American sailors were forcibly impressed by the British because Royal Navy life was so awful and unrewarding it caused British men to desert their own country en masse for the better-paying, better quality life of American maritime. In response to the Chesapeake affair, Jefferson, U.S. president at the time, made the Embargo Act which prevented Americans from trading with any ports outside the United States. The act really hurt American economics and trade and created such uproar in people that it was soon replaced with a more sensible act. The Non-Intercourse act forbade American trade with Britain, France and their colonial allies until the ir own embargoes were dissolved. While impressments and embargoes were in flux, a growing number of Republicans grew deeply upset over the neutrality of Jefferson and Madison. 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Use Of Persuasion For Manipulative Purposes Essay

People often use persuasion to get what they want by moving consciousness. This happens by convincing another person to take on a different attitude in their belief system. However, some people use persuasion for manipulative purposes while others use it to give direction and change their reality. 4.1 Persuasion techniques There are various techniques that people use to persuade others. This include; foot-in-the-door technique whereby the persuader starts with a small and easy request with the hope of extending greater requests. It is based on getting a small yes and eventually leading to a bigger yes. Another technique is the door-in-the-face whereby a person makes unreasonable bigger offers with the hope of getting the person to comply with a smaller counteroffer. This technique uses the power of quilt to ensnare a person to accept an offer. Other people create an appealing need as a way of persuading. 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History Of Home Video Game - 1511 Words

History of Home Video Game Consoles The video game industry has gone through some interesting developments over the past fifty years. Video games are as much of a pass time as watching network television, or going to see a movie. The initial motivation for video game production was to bring interested consumers to the computer market and has evolved into many forms and designs to give the end user an artificial experience of playing table tennis with a friend, or an imaginary friend. This paper will cover the history of video game consoles that were released from 1958 until present day. Home Console Timeline Tennis for Two game is the first video ever created. The game was invented in October 1958 by an American physicist by the name†¦show more content†¦In 1966, while working as an engineer for Sanders Associates, Baer â€Å"scribbled out a four-page description for the ‘game box’ that would allow people to play action, sports and other games on a television set. (Mullis, 2014) Seven prototypes were developed and the first patent was filed in 1971 making it the first video game patent in history. Magnavox was given the license and they developed the Odyssey in 1972 making it the world’s first home video game. During the same year, Atari was launched by Nolan Bushnell and Ted Dabney and Pong was released, becoming the first video game to reach a mainstream audience. In 1976, Coleco released its first console called Telstar and Fairfield Camera Instrument released theirs called Channel F. The Telstar console had games programmed into the hardware and newer models would introduce new game titles and hardware features such as a light gun and color. Channel F was the first console that featured individual cartridges that resembled 8-track audio tapes. Atari released their first cartridge based system in 1977 which was first known as the Video Computer System, later called the Atari 2600. In 1978, Midway Games released Space Invaders, the first game that allowed players to track their highs cores using three letters. Mattel released Intelivision which was â€Å"the first real competitor of the Atari 2600.† (Kudler, n.d.) Atari developed

China’s 1998 Summer Flood Disaster on the Tangtze Free Essays

string(69) " trapped survivors who were waiting to be rescued \(â€Å"YouTube†\)\." Jethro LeRoy Gibbs Ms. Shepherd Honors English 10 24 March 2013 Mighty Hell from the Yangtze China’s 1998 summer floods killed thousands of people, affected billions of people across the globe, left millions homeless, destroyed or damaged millions of homes, affected millions acres of land, and killed billions of dollars in their economic status. One unfortunate factor that played a huge role in the strengthening of the summer floods that China faced and suffered was human neglect (â€Å"Bad Planning†). We will write a custom essay sample on China’s 1998 Summer Flood Disaster on the Tangtze or any similar topic only for you Order Now However, one of the many significant factors that are highly crucial in flood control is the world’s largest power station (â€Å"Three Gorges†) also known as the Three Gorges Dam. Without the Three Gorges Dam capability of controlling the river floods, each summer poses a great threat to those who dwell near the Yangtze and its tributaries. But despite the complications concerning with the yearly river floods, the Yangtze played a significant role in establishing many trade routes for many centuries (Wakeman 492). However, since the early dawn of civilization, the Yangtze River proved to contain some of the deadly summer floods that China will ever experience. The Yangtze is naturally located in the Eastern Lowlands, which also contains most of China’s best farmland. In 1998, a collection of floods of the Yangtze River caused by deforestation, overpopulation, location, and failure to learn past mistakes all resulted in a high number of deaths, millions of homeless people, life-threatening water borne diseases, and the suffrage in the industrial and agricultural status; however, the aid and support of China’s government, the United Nations, China’s army and military, and the unification within the people of China eventually brought a better realization on how the repetition of its summer floods could have been avoided in the first place. In other words, the chaos and suffrage that was endured by the many that were affected by China’s repetition of its collection of summer floods made the government, United Nations and supporting countries, army and the military, and the people much stronger than before, helping China to correct its past mistakes in order to prevent further trouble socially and economically. One crucial fact that one must observed was that the numerous human errors that occurred before the year 1998 and the failure to correct them took part in the summer flood disaster. Deforestation was the first recognizable human error, especially and specifically in the Eastern Lowlands where the valley of the Yangtze River was geologically located (Wakeman 492). Deforestation brought many environmental problems which aided the summer floods of the Yangtze to increase its size and the risk of damage (Lang). This happened due to soil erosion (Lang) and the removal of top soil (Gittings) which resulted from the lack of trees (Lang). Another environmental problem was the lack of firm top soil due to the lack of trees which can create water run-off, especially near a river (Gittings). The bottom line was that deforestation caused the rich top soil to disappear or disperse creating water run-off which in return encouraged floods to increase its damage capabilities (Lang). The growing population of China also contributes to the deforestation of China because people needed land to live on. The second major human error was overpopulation. Overpopulation in cities or areas prone to deadly natural disasters is more likely to result in higher number of deaths and causalities (Gittings). More people mean a higher demand in food, land, and crops (Gittings) which helped caused deforestation in many areas along the Yangtze. The third major human error was the location in which they built their vast cities and homes. Where there is a river, there is the potential risk or threat of a river flood. Throughout the summer flood disaster, tens of thousands of people were force to either flee or evacuate their homes as entire villages were wiped out and crops sustained heavy damage (Ansfield). Flooding was always a negative factor to many cities, towns, and industries which were built relatively close to the Yangtze River in the Eastern Lowlands throughout the 18th, 19th, and 20th centuries (Wakeman 492). Finally, the fourth major human error was failure to improve after many flood disasters before the year 1998. The government did not have enough resources to initiate a complete plan to avoid summer flooding’s and disasters that follows it (Gittings). The government lacked on the money, funds, labor, and support according to this quote during the 1998 summer floods, where many Chinese flood victims answered a question to who to blame saying, â€Å"There was nothing to be done. China was too poor. China has too many people† (Gittings). Thus, many victims advocated for improvement yet failed because political power and complete social unification with the rest of the country was out of their league (Gittings). The bottom line was that human errors not only set up the devastating Yangtze summer flood disaster, but also encouraged it to happen. There were severe flood consequences following China’s summer disaster. First, the disaster negatively impacted socially, where panic and chaos ensured in many of the flooded streets (Watson). But chaos wasn’t the only thing on flooded streets. Damages took place in many commercial businesses, which were either damaged or destroyed by the floods putting thousands out of work (â€Å"YouTube†). According to a video recording the disaster, the entire streets and major roadways were completely flooded, only leaving sewage and unsanitary debris behind (â€Å"YouTube†). The second consequence was unsanitary drinking water. Even flooding as a natural disaster can tamper with the public drinking water making it harder to have access to safe water (Watson). People who drink unsafe water can risk getting diseases and illnesses, such as diarrheal (Watson). This only put more negative pressure on the victims who were striving to survive the disaster. The third consequence was structural damage complications. Collapsed or damaged structures can create havoc and add more problems to the picture as shown in a video where it showed flood waters surrounding underneath a damaged bridge, full of trapped survivors who were waiting to be rescued (â€Å"YouTube†). You read "China’s 1998 Summer Flood Disaster on the Tangtze" in category "Papers" Another example of structural damage was the breakthrough of many dikes and levees along the Yangtze River holding back heavy flood waters to protect nearby cities and industrial centers (Hutzler). Many dikes were placed in areas prone to flooding especially near the industrial centers and oil fields in order to protect them and keep them from affecting their economic status (Kurtenbach). The condition and strength of the many dikes literally was a death and life situation for not only the government, but for the population as well. Lastly, the fourth consequence was the rise in health issues. An example was the extreme scarcity of safe drinking water. Drinking unsafe water can increase the risk of getting diarrheal disease which exactly happened in many cities affected by the Yangtze floods (Watson). Also, many hospitals and clinics were damaged, destroyed, or completely submerged under water which caused a shortage in medicine and medical equipment for the many flood victims (Hutzler). As the flood waters affected millions, negative health factors such as colds, stomach illnesses, dysentery, hepatitis, and diseases carried by waterborne parasites all threatened the flood victims and those nearby to which health Minister Zhang Wenkang himself tried to warn that these factors were on the rise (Hutzler). The many flood consequences radically brought devastating damages to China and immediately alerted the people and the government that changes and solutions in its society was needed to prevent further flood catastrophes. Agricultural, economic, and industrial damages were dealt with throughout the summer disaster. Fact: â€Å"Flooding across vast areas of China that began in June of 1998 had affected more than 140 million people, destroyed 2. 9 million houses and ruined nine million hectares of crops by July 15† (â€Å"China Moves†). In agriculture, about 21 million hectares of land were underwater which disrupted successful farming and the growth of crops (Harding). The grain production of 1998 was difficult to accomplish for the flooding’s cut back some 11 million tons of summer grain harvest (Harding). Also, cotton wheat and rice got hit the worst (Harding). Economically, losses were estimated around 85. 6 billion Yuan. Agriculture and the economy were extremely associated with each other. For example, the cotton industry was highly affected by the Yangtze summer floods (Harding). Even though it still had enough cotton to produce for the use of China, flooding still damaged some cotton fields thus forcing a decrease in its cotton exports (Harding). In other words, the reduction of cotton exports and imports greatly damaged its economic shipping. Thus, agricultural had a strong mutual bond with the economy, a bond where one can become affected and overwhelmingly impact the other. But that wasn’t the only complication, for billions of money was spent by the government (â€Å"1998†) to provide food, water, and shelter to the flood victims as well as spending money to clean up and rebuild the affected cities and lands (Ansfield). One example that can be examined was a quote from the mayor of Qiqihar, â€Å"We need about three years to make up for the heavy losses caused by the floods† (Gittings). When a natural disaster hits so suddenly, the damages can be so severe and restoration of anything takes time and patience. Finally, the floods damaged the industry of China. A total of 335 oilfields were submerged underwater or affected by the floods at Daqing (Kurtenbach). But according to Xinhua, China’s oil production still continued, even though 282 oil wells were shut down and 1443 oil wells were overwhelmed with flood waters (Hutzler). Despite the amount of damages sustained during the disaster, China eventually received much needed help and support by its government, the United Nations, army and military, and the people. The 1998 summer disaster created problems that changed China economically, socially, and politically. But most problems eventually were solved, mostly by the reactions and responses of China and other helpful nations. There were four recognizable reactionaries and responses. The first was government involvement. During the summer flood disasters, the government helped in supplying the thousands with medical supplies, food, water, and shelter (Kurtenbach). Even President Jiang Zemin urged relief workers to ensure social order and guard against the spread of diseases (Kurtenbach). The government also built the world’s largest powerhouse dam, the Three Gorges Dam (â€Å"Three Gorges†), in order to control flooding and provide an eco-friendly power source for its cities and people (â€Å"China Moves†). Deforestation was a major cause and problem of the 1998 summer floods, thus the government devised a plan in which they will replant thousands of trees to regain rich top soil especially near the Yangtze and its rivers (Lang). In order to complete this major task, the government received help from the Sloping Land Conversion Program or SLCP which will devise a plan to turn some 37 million acres of land back into forests or grasslands (Hance). The government orders some of the dikes to be destroyed to flood plains and farms in order to save the many industrial cities and centers from being flooded (â€Å"Background†). Most importantly, the government banned all logging activities in the headwaters of the Yangtze and in the Sichuan province, stopping the lumber jacks from cutting down trees to planting new trees (Gittings). The second reaction and response was the help from the United Nations. The World Food Programme or W. F. P. officially got involved and helped China and its people by sending and distributing food and water to the flood victims (â€Å"Chinese Agency†). The W. E. P. Deputy Executive Director Namanga Nyongi stated, â€Å"The aim of W. F. P. ’s emergency operation is to provide food and to help these people rebuild their homes and the local infrastructure which were destroyed by the floods† (â€Å"Chinese Agency†). This quote simply explains on how Nyongi spoke a reassurance statement in which help was on the way and that the Chinese flood victims will not be abandoned. The United States also helped by sending in a shipment of humanitarian relief equipment (Harding) and dispatched some cargo planes carrying essential supplies vital to the flood victims (â€Å"Background†). The third reaction and responses was from China’s army and military. Countless Chinese troops are sent in to complete search and rescue missions, reinforce weak dikes, clean up the wreckage of the many cities, and secure public safety and provide protection (â€Å"YouTube†). More than two million people including most military personal all helped reinforce the weak and outdated dikes holding some or most of the flood waters back (Harding). Lastly, the unification of the people of China was a significant reaction and response to the summer floods. It took millions of helpful people of all social classes and society to work as a team to reinforce the poor dikes and drain flooded roads as well as replanting drowned crops (Ansfield). Teamwork in rescue missions was crucial especially when dealing with a crisis that involved victims in a dangerous situation (â€Å"YouTube†). Another example of unity and teamwork was the millions of hands willingly sacrificing their time and efforts in the moving of earth and sand to avoid greater disasters (Gittings). The fact that President Jiang Zemin encouraged the country and nation to team up with one another in the struggle of the 1998 summer floods also helped in unifying the people. The 1998 summer flood disaster in China devastated both the government and the people caused by major human errors such as deforestation, overpopulation, location, and past failures only to be later resolved by its reactions and responses to improve its status with the Yangtze and avoid future, major complications. Human errors were most to blame since the government and the people did not learn from their past disaster mistakes and continued to lose countless lives. Deforestation, overpopulation, location, and all of the failures could have been recognized and solved by the people of China thus preventing such high deaths and leaving millions homeless or affected. But despite the complications, there were some changes that were made to help them correct their past mistakes, and the government, people, and the United Nations all did their best to help China succeed. The restoration of thousands of trees and the facility of the Three Gorges Dam was to both play a crucial role in controlling the river floods or to prevent soil erosion, as well as protecting those living along the Yangtze. Despite the complications and solutions, natural disasters can change and shape countries, people, governments, and society. But it is the reactions and responses to the disasters that determines whether the outcome is a success or a failure based on learning from the mistakes and correcting them. Works Cited â€Å"1998 Yangtze River Floods. † Wikipedia. Wikimedia Foundation, 03 May 2013. Web. 18 Mar. 2013. Ansfield, Jonathan. â€Å"China Rebuilds in Wake of Flooding: 540 Reported Deaths. † National Post [Don Mills, Ont] 25 June 2002, Toronto ed. , Sports sec. : S10. ProQuest Newsstand. Web. 19 Mar. 2013. http://search. proquest. om/docview/329908584/13C78238C9A3066C566/33? accountid=3785. â€Å"Background: The Yangtze’s Wrath. † Interview by Elizabeth Farnsworth, Phil Ponce, and Woman. PBS. PBS, n. d. Web. 28 Feb. 2013. http://www. pbs. org/newshour/bb/asia/july-dec98/flood_8-12a. html. â€Å"Bad Planning Made Flood Damage Worse. † The Daily Yomiur i [Tokyo] 14 Sept. 1998: 1. ProQuest Newsstand. Web. 28 Feb. 2013. http://search. proquest. com/docview/285668680? accountid=3785. â€Å"China Moves 132,000 as Floods Approach Three Gorges Region: Flood Season Has Killed 1,000, and Officials Tell Residents to Brace for Massive Crest of Water Expected on the Yangtze. The Vancouver Sun [Vancouver] 20 July 1998, Final ed. , News sec. : A5. ProQuest Newsstand. Web. 28 Feb. 2013. ;http://search. proquest. com/docview/242848508? accountid=3785;. â€Å"Chinese Agency Reports UN Food-aid Programme Launched in Flood Aftermath. † BBC Monitoring Asia Pacific – Political [London] 19 Sept. 1998: 1. ProQuest Newsstand. Web. 28 Feb. 2013. ;http://search. proquest. com/docview/450127178? accountid=3785;. Gittings, John. â€Å"Environment: High and Dry The Flooding of the Yangtze River Has Devastated the Lives of Millions. Now China Is Claiming It Can How to cite China’s 1998 Summer Flood Disaster on the Tangtze, Papers