President Kennedy as the person who saved the west from nuclear war Essay Example for Free

President Kennedy as the person who saved the west from nuclear war Essay Section 1 The Cold war, which existed between the Soviet Union and the United States following World War ll, and the constant threat of nuclear devastation, which it presented, evolved throughout its history. The relationship between these two super powers was strained at the best, at its worst; it was hostile and came near the unleashing of the devastating nuclear arsenal both countries possessed. The term cold war was used first by an American banker relating to the tension between the U. S.S.R and the USA, when he said cold he was referring to the fact that both countries were doing there best to stop direct fighting and for it to become a hot war. The reason these two super powers fought were over their ideologies on how to live in each others country where as America was run by Capitalism, this was the system that gave common civilians the right to vote for which ever government party they wanted to run the country it also gave the press freedom of speech where government scandals were hardly censored, unlike The Soviets who ran a one party state consisting of only the Communist party called Soviets, but because most of the soviets were Communist the government was really run by the one party. Also there was mass government run industries like the media as this was run by them, the news was censored strictly throughout covering up any government scandal. The other major difference was the distribution of wealth and the line between the rich and the poor as this was very low in Russia however in the U.S average living standards where much higher as wealth was dispersed more unevenly throughout business Tycoons and their estate s. All these factors lead to nuclear war and the cold war between Russia and America, America was the first to release a nuclear attack and used, the first nuclear atomic bomb on the Japanese city of Hiroshima, on 6th August 1945 showing the world what lengths America would go to, to win a war. Source 1a A concluding sentence The relationship also evolved over time, and the emergence of Fidel Castro in Cuba was a catalyst for a change in the relationship between these powers. The threat he and his Communist party presented to his American neighbours would change the way the Americans dealt with their Cold War enemies. In the same way, Castros Communists also gave Nikita Khrushchev and the Soviets an entrance into North and Central American affairs. Section two Prior to the revolution in Cuba, during Batistas brutal regime there was a period of time describes as an easing of tensions in relationships between the East and the West. These tensions were eased because many of the potential conflicts between Eastern and western sides had been resolved, such as the 1956 Hungarian Revolution. During Batistas regime as dictator over Cuba the Americans had been its main customer of Cubas main resource, Sugar cane, this made relationships between Cuba an America quite friendly and Cuba was full of American influence with Gentlemens Clubs, Brothels and Casinos it was nick named the rich Americans playground, also on the island were strong Mafia connections, yet the police did little to stop them as they could easily be bribed and were often dealing themselves. The easing of tensions and the apparent lack of interest from either of the two cold war powers in aggression against one another would be brought to an end following Castro taking over Cuba in early 1959, but at this time the relationship between Fidel Castro and the Cuban Communist was not entirely clear. During the Cuban revolution that saw Fulgencio Batistas brutal regime overthrown and come to an end, Castro had been at the fore of the uprising. He sold all the American owned businesss the mere presence of a Communist island within 100 miles of the United States drew much attention to Cuba, both to the Soviet Union and their American rivals. The real cold war evolution did not have its beginnings in the working relationship, which was to be established between Havana and Moscow, but rather in the deteriorating relationship between the Cuban capital and Washington. American business interests in Cuba were being threatened by Castros policy of nationalisation of lands, and the U.S. was begging to feel that they could not do business with Castros government this feeling was the reason for the beginnings of an action against the Castro Regime approved by President Eisenhower, and late adopted by John Fitzgerald Kennedy when he was elected to office in November 1960. This program consisted of political action, propaganda and military operations and was behind the infamous Bay of Pigs invasion, although this program was directed against Cuba it may also have sent another message to the soviet Communists that the Americans were not prepared to tolerate communism so near their own borders. In any case, Source 2b Concluding sentence This policy, a direct reaction to Fidel Castro himself and the communist regime, which he had brought to power, could not have any positive effect on relations between the Capitalist Americans and the communists. The real advantage of Cuba to the Soviets was in the form of gaining leverage in negotiations over Berlin, which was of far more importance to the communist than the small, poor island ruled by Castro. Tensions over Berlin came about after Khrushchev demanded the western powers, which occupied Berlin, evacuate the city. Khrushchev, alarmed at the growing military and economic strength of West Germany otherwise, the soviets would turn the administration of Berlin to the East German government, with which the west had no agreements and under the rule of which the western powers would have no access whatsoever to Berlin. By removing the western influences from the area, Khrushchev hoped to Weaken ties between the United States and West Germany and provoke disunity among NATO allies The NATO powers however did not back down, however there came to be a dà ¯Ã‚ ¿Ã‚ ½tente over the question of administration of Berlin. This still existed in 1962, and Fidel Castro would prove to be a willing pawn in a move by Khrushchev to gain the upper hand in the negotiations over the administration of Berlin. Prior to the events of 1962, which made up the Cuban missile crisis came the infamous Bay of Pigs invasion, this great American failure showed to which lengths the Americans were prepared to go to remove the influence of Castro and communism from the island of Cuba. On 16th April 1961, 1,300 CIA- trained Cuban exiles in American-surplus planes and boats left to invade Cuba and liberate their countrymen this so called liberation was unsuccessful the Cuban people had been prepared for such an invasion and in fact the Cuban Military forces and Castro himself also knew of the plans of the invasion. One hundred and fifty invaders were killed, the rest taken prisoner and the American attempt to overthrow Castro and his regime had failed. There were several crucial outcomes to this invasion however, all affecting the relationship between the eastern and western powers. The soviets, due to the ability of the island nation to withstand the invasion, became convinced of the value of Cuba in gaining the upper hand over the U.S. enough so that the Castros regime would now be worthy of a major military and diploma. But while the Soviet Union now considered Cuba a worthy ally, it became evident to Castro that he also needed to pursue a relationship with the Soviet Union for protection because his island was very much within the U.S. sphere of influence. The invasion, while unsuccessful, showed that the Americans were willing to go to great lengths to remove him from office, and at this point, the best solution for Castro appeared to be the pursuit of an alliance with Moscow, directed against his American neighbours. The strengthening of ties between Cuba and the Soviet Union, as a result of this Bay of Pigs invasion, led directly to the Cuban Missile Crisis. As much as that conflict resulted from Khrushchevs design to take advantage of Cubas proximity to the U.S. to install missile sites, it was the American policy towards Cuba, that which sought, by any means necessary, to remove Fidel Castros influence over Cuba, which pushed the new Communist allies into each others arms. The mere presence of Fidel Castro was responsible for the heightening of tensions between the Soviet Union and John F. Kennedys United States leading up to the crisis. There was a strong Soviet presence in Cuba prior to the Cuban Missile Crisis. The sanctions, which followed Castros rise to power placed a large burden on the Cuban economy, as the U.S., naturally, had been the islands primary trading partner. This burden was eased by the Soviets who, in 1960, agreed to buy out Cubas U.S. sugar share, and later made the promise to provide necessary aid in the case of armed intervention. In fact, United States sanctions against Fidel Castro and his government provided the rationale and the catalytic action which accelerate close economic, military and political relations between Cuba and the USSR. But the gravity of the Soviets economic pursuits in Cuba is far less than the deal made which allowed the Soviets to build missile sites on the island. Due to the deadlock over the Berlin question, Khrushchev felt he needed to gain the upper hand in military might to have his way. Because the USSR was falling behind in the arms race, a creative solution was needed which would achieve equality and the cheapest and fastest way was to install shorter-range missiles on Cuba. The role of Castro in this affair was to accept the missiles from the USSR, but for his own set of reasons. Castro felt that some protection was needed from the threat of any more American invasions, and the addition of missile sites to his island would strengthen his position considerably. The military installations instilled confidence and would be a tremendous asset given any aggression by the Americans or their Western allies. In any case, both nations had interests in the missiles being installed in Cuba, so Castro gave the plan his blessing. By this time, it had become clear to the Soviets that their high expectations of Castro were warranted, as this revolutionary leader had given them the opportunity they thought they needed to tip the scale in their favour where there real interests lay, Berlin. For someone who had so critical a role in bringing about the Cuban Missile Crisis, Fidel Castro played only the smallest role once it began. When an American U-2 first spotted evidence of the construction of a missile site in Cuba on 14 October 1962, the crisis began. While negotiations to end the crisis were underway between Kennedy and Khrushchev, Castro was left out and did not take the exclusion lightly Castro even went so far as to make a speech, on 23 October 1962, denying that either the Cubans or the Soviets would ever consider withdrawing their missiles While the Soviets and the Americans were negotiating a peace, while still on the brink of launching an all-out nuclear attack, Castro was still trying to extract some political gain from the conflict. He imposed a set of conditions on the removal of missiles from his island, which called for the end of the U.S. blockade of the island, which had resulted when the crisis began, and for the end of subversive acts on the part of the U.S. against Cuba. All of these were ignored when a final agreement was hammered out between the U.S. and the USSR. Castros stubborn refusal to admit that he had been the real loser in the entire crisis was brought into focus when he refused entrance into Cuba to UN observers who were to assure that the missiles were dismantled, as had been agreed upon by Kennedy and Khrushchev. Castros reaction to his personal failure in the affair would signal the lesson he learned, as he made it known that never again in the chess game of power would his country play the docile pawn While Castro was involved in conflicts in Africa in the 1960s, and supported the communism of Vietnam, his involvement in the Cuban Missile Crisis left the greatest of marks upon relations between the Cold War powers. What Castro may not have realized in all his bitterness over the results of the crisis is that, unwittingly, he had the effect of easing tensions between the U.S. and the USSR. His mere presence and his part in bringing about the crisis were instrumental in beginning a new era in the relationship between East and West. Prior to this point, any move by one side was met by an equally strong move by the other. Under such a system, no peaceful end could be sought to any conflict, only the escalating of tensions to a breaking point. The breaking point in the Cold War was the most undesirable, nuclear conflict, the implications of which were most destructive and grave. Indeed, during the Cuban Missile Crisis, while Castro was dreaming of power and prestige for his native Cuba, the Americans were reportedly minutes away for launching their nuclear arsenal against Russia, and likely the Soviets were in a similar position. But the diplomatic resolution to the problem, in spite of Castros designs, represented a turning point in the way problems were dealt with between the United States and their nuclear rivals. In a game of such high stakes, no longer could move be met with countermove because in such a case both would be losers. The value of diplomacy was realized and, in a way, Fidel Castro and his regime were facilitators for this lesson. After the crisis, relations once again eased into detente between the U.S. and the USSR and Castro, standing by his assertion that he would no longer be the pawn for any other, no longer wielded much influence in Cold War politics. And the relations between the two powers eased, that existing between Castros Cuba and the USSR grew more strained. These were restored somewhat later, but no longer were they of particular military or international significance. Cuba has continued to be a source of frustration to the United States, but this mainly from an ideological or philosophical point of view. While Cuba gradually began to pursue a pro-Moscow course their alliance with Moscow no longer posed any real threat to America in the way of future military aggression. Through the Cold War, the Americans had developed a great hostility towards anything perceived as being communist, Marxist, or socialist and Cuba has retained this aspect, but to have had any great fear of Castro and what he mig ht do after the resolution of the missile crisis would not have been warranted. Castros role in the relationship between East and West, therefore, was played out over a short period of a few years, but on the largest of stages. His initial contribution to the evolution of this relationship was to cause it a large degree of strain. When the revolution of Castro became successful, he infuriated the Americans whose businesses and lands were being revoked by Castros policy of nationalization. The U.S. would accept this treatment at the hands of so insignificant a neighbour and launched the Bay of Pigs invasion. The reaction of the Cubans to this was the strengthening of ties with the USSR and inevitably the tensions between the USSR and the U.S. were raised as well. The USSR had one foot in the door, intolerably close to the American border and when the Soviets but this played this strategic card but installing the missile sites, the tensions were raised further. Castros role in the evolution of East/West relations ended soon after this point as both the Americans and Russians began to ignore him and pursue their own solutions to the conflict Castro brought about. Because of this exclusion, Castro no longer wielded any influence and faded into the background. Nevertheless, the Americans had been humiliated by seeing an island nation, which they had once dominated fall under the influence of the Russian communists, and this was Castros own accomplishment. It brought the prominence and importance to his country, which he desired and did fulfil some of the more immediate goals such as removing the economic stresses placed on his country by the U.S. sanctions. While the new tensions he brought about between the Soviet Union and the U.S. were alleviated following the crisis, Castro undeniably brought the world one step closer to witnessing nuclear war. It could therefore be said of Castro that his role and influence in Cold War politics was twofold. Firstly, it was largely his doing that the two powers came closer to clashing than they had ever come before, and it was largely in spite of him that this clash never took place. Instead, what followed was a detente, which, while still filled with suspicion and mistrust of one another, never again came so close to a boiling point as during the early days of Castros regime in Cuba.

Alien Rhyming Poem Essay Example for Free

Alien Rhyming Poem Essay I’ll even do the rhyming thing, I guess. Firstly, I should tell you of our species But keep in mind, we’re very different beings Our social status is decided by blood. Some were brightly colored, others were like mud. Not of whom we are from descended from, We had no family, no dad, or mum. We are assigned a caretaker from birth, Not of Troll descent, for what it’s worth. They’re assigned an animal, called a lusus, I, was a special case. One that caused a fuss. I had candy red blood. I was a mutant. And most trolls, considered me a pollutant. I was left for dead as a baby grub, It was quite an intentional snub. I would have died that first night, cold and lonesome, If it weren’t for one troll, who was wholesome. No troll had ever cared for a young one, Let alone raise it, was their son. She was an adult, in green attire, And the look on her face, made her seem quite dire. Despite her outwardly appearance She taught me the meaning of adherence. Our species is naturally hostile, And knowing this, made me feel quite vile. I despised all of my species needless strife, The type that nearly ended my life. The hierarchical system is cruel, Leaving it to chance if you serve or rule. The lowest color on the hemospectrum, Were the bronze-bloods, all of which were thought as scum They were lucky to live through their childhood, And they were blessed if they were understood. The second of blood colors was yellow, These poor souls were forced to live in the ghetto. And if they could not afford to live there, They were sold to slavery, and none would care. Up next was olive, jade, and then teal, And none of these were really a big deal. After that, cerulean and dark blue, These were the hardest to attend to. These classes were always struggling for power, It made their general tone, quite sour. The highest of the normal bloods was purple, And out of all of them, they were most verbal. Always making demands, but never amends, However, the aggrievance extends. They considered themselves royalty, Flaunting around all flamboyantly. Near the top, were the violet blooded, And they lived in places that were flooded. They had a mutation which gave them gills, And plenty of impractical frills. And at the top were those with blood like gold, And every single one of them was cold. They like the purple-bloods had gills and frills, But they would kill others just for thrills They ruled over our race with an iron fist, But only one at any time could exist. This made a cruel sort of monarchy One which plunged plunged the lowbloods into poverty. And if you spoke out against the crimes Well it was like stepping into a field of landmines. And if one was seen with my blood hue, They’d be allowed to kill me. Through, and through. Despite all this, she raised me as a child, And when I learned of this I think I smiled But that was the only blessing I was brought, For the rest of my life, I wish I forgot. I traveled the lands, preaching my ideal, I had set out on my quest with a great zeal. I sought to change the views of society, And change all of their impropriety. I taught the values of peace and love, Something that most were afraid to talk of. Not all were too fond of my teachings, They thought of it as annoying screeching. But eventually, I gathered a cult. One much to her majesty’s insult. She sent her best men to find and catch me, I on the other hand, did my best to flee. Eventually they caught me, my disciple too, But in some stroke of luck, the let her through. She went on, spreading word of my Lessons, I hope she went on, to teach her own sessions I, however was not treated so well, They locked me up in their deepest cell. They tortured me for what seemed like forever, They had no mercy for me whatsoever. I screamed with anger that pierced the skies All of my love, had said their goodbyes. The only thing left, was anger and hatred, And in time, all my teachings faded. I could not make a stand for peace and love, For those, my species are unworthy of. And now you know all of my suffering, And why my irons, are still burning. †

Implementation Of New Product Service Or Process Purpose Marketing Essay

Implementation Of New Product Service Or Process Purpose Marketing Essay KELLOGG is the worlds leading producer of cereal products with total sales volume of nearly $13 billion during 2008. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries around the world. Major Kelloggs products include crackers, Toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and vegetarian foods (http://www.kelloggs.co.uk/ Accessed on March 03, 2011). The company famous brands include all- bran, corn flakes, keebler, pop-tarts, eggo, cheez-it, nutri-grain, rice krispies, bearnaked, morningstar farms, famous amos, special K, and frosted mini-wheats. Mission statement: Kellogg is a global company committed to building long-term growth in volume and profit and to enhancing its worldwide leadership position by providing nutritious food products of superior value http://www.kelloggs.co.uk/ Accessed on March 03, 2011) In a rapidly changing and competitive business environment, it is not easy to predict: future trends in consumer tastes and preferences competitors actions market conditions. Creating new products or making changes to existing brands involves making investment decisions, in the hope of making a return. Weighing up future returns against an investment is crucial and involves an element of risk, because the future is never certain. Previous experience, together with market research information helps to predict future events and outcomes. However, all business activities involve some element of risk. There is often a link between risk and return. More the risk, the higher the likely returns (or profits); however, a balance needs to be struck. In making a decision to develop a new brand, it needs to decide how much investment to make and to forecast the likelihood of a successful outcome. Decision makers aim to develop a long-term strategy to meet a range of objectives such as: growing market share developing a unique market position creating consumer or brand loyalty generating a targeted level of profit. This case study describes a major investment in Kelloggs All-Bran. It illustrates business case for the new product and identifies how the companys investment in new product development serves to strengthen a global brand. Later part of the essay will reflect an outline plan which identifies resources required for the project that is materials, equipment, labour, and training and development of staff 2. LAUNCHING OF KELLOGGs ALL-BRAN 2.1) NEED IDENTIFICATION AND ANALYSIS: In an uncertain world where the organisations strategy is to focus on products and brands that are either the market leader or in a strong position the company believes that this focus upon core and successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. Before proceeding with the change, Kellogg carried out some detailed market research with consumers to discover their thoughts and feelings. There are two main approaches to market research i.e.: qualitative and quantitative. Qualitative research involves working in detail with a relatively small number of consumers e.g. observing and listening to them talking in small groups in which they discuss the brand, products, packaging, advertising ideas, etc. The qualitative research helped Kellogg to develop the concept of a family of fibre brands. The advertising and promotional materials with which the consumer groups worked were very similar to the end promotions that Kellogg wished to communicate. Quantitative research involved using questionnaire and survey approaches with a much larger sample of targeted consumers to estimate the impact on sales if these changes were put into market. Kelloggs undertook market research by answering the questions as per questionaire-1 in Appendix. In September 2004, Kellogg planned to introduce a new product i.e. All-Bran to make the benefits more relevant to consumers. Promotion of feel great message was featured on 8 million packs and on the All-Bran website. It focused on the fact that high-fibre diets may help people to feel lighter and more energetic as well as aiding the digestive system. Bran which is high in fiber is needed in a humans diet. It is best to be used in moderation to gain the positive health it promotes. The high bran, high fibre cereal has been designed to aid a healthy digestive system and to help people control their morning eating habits; without compromising on taste! Research showed that consumers see cereals as a natural product. This is a strong selling point. It makes it vital to feature the ingredients on the packaging. This is because All-Bran range can be seen as part of a daily healthy diet (http://www.thetimes100.co.uk/case-studybuilding-brand-order-to-sustain-its-life-cycle Accessed on March 03, 2011). 2.2) OBJECTIVES: By setting up SMART (specific, measurable, achievable or agreed, realistic and time-related) objectives Kellogg would know whether each objective for launching All-Bran had been achieved. The objectives were clear and were communicated to all staff. This made sure that all staff agreed to follow certain actions to achieve the stated aims. By setting these objectives Kellogg set a direction that would take the business to where it wanted to be three years into the future. Major objectives include; encourage and support physical activity among all sections of the population use resources to sponsor activities and run physical activity focused community programmes for its consumers and the public in general increase the association between Kellogg and physical activity use the cereal packs to communicate the balance message to consumers introduce food labeling that would enable consumers to make decisions about the right balance of food 2.3) TARGET MARKET: It is the process of evaluating each market segment and select one or more segments to enter. Premiums and gifts are outstanding tools for call to mind initial trial, brand switching, and repeat purchase. Now and then company is able to target because they are financially strong and they can arrange a vast product line. People aged 55 and over are the target markets of Kelloggs ALL BRAN .Kelloggs ALL BRAN are easily available in urban and rural areas all over the country. It has been targeted every segment and we can say that Kellogg has a fragmented market. Market attractiveness factors for All-bran include market, size, differentiation possibilities, bargaining power of customers, seasonality, distribution, product growth and stage in product life cycle Main factors influencing marketing of a product are; a) Economic and technological factors i.e. Investment intensity, Industry capacity, Technology, Barriers to entry and exit and Access to supplies b) Competitive i.e. competitive structure, competitive groupings, substitute products, price, and Individual competitor analysis 3. PRODUCT LIFE CYCLE The product life cycle is the period over which it appeals to customers and can be illustrated in a series of stages showing how consumer interest, and hence sales, has altered over time. Kelloggs All-Bran has a long and distinguished history. Like many other famous products, however, it is important from time to time to re-energize its life cycle. To prolong the life cycle of a brand or product an organisation needs to use skilful marketing techniques to inject new life into the product. The traditional product life-cycle shows how a product goes through 4 stages during its life in the market place. At each stage in the product life-cycle, there is a close relationship between sales and profit so when a product goes into decline, profit decreases. When a product is introduced to the market, growth is slow due to limited awareness. As the product is establishing itself, sales will start to increase during the period of growth. As the product reaches maturity, the company needs to inject new life into the product; either by creating brand extensions or variants otherwise the product will reach maturity and start to decline. All-Bran is standing on the maturity stage with 65% of total market share. To stay spirited in the market it needs to introduce time to time new offers and flavors and different promotional schemes. Manufacturing capability is another key issue. If launches of new products are successful in global markets, Kelloggs must have the manufacturing capaci ty to meet consumer demand as well as the supply chain necessary to reach those consumers. When a company like Kelloggs is investigating a change in its marketing it can consider four elements (http://www.thetimes100.co.uk/case-studyusing-new-product-development-to-grow-a-brand Accessed on May 03, 2011) of marketing mix or 4Ps: 3.1) PRODUCT: This is about meeting changing needs and wants of customers through offers. The growth in healthier lifestyles creates opportunities for Kelloggs to increase the number of products for this segment. In case of ALL BRAN, the product is the cereal production by the company. Core Product is cereal, for breakfast and as a snack. Actual product is high quality level; different tastes, flavors, packaging and the symbol K. Augmented product provides tastes and energy as well as nutritional ingredients. 3.2) PRICE: Pricing decision is very important because the survival of a company in the market depends upon pricing decision. Pricing strategy depends on pricing objectives. The amount a company charges for its product is important in determining sales. Super brands like Kelloggs can charge a premium because of the strength of the brand and product quality. 3.3) PLACE: Where customers can purchase the product is also an important factor in determining sales. If a brand like All-Bran is not stocked in supermarkets where most purchases are made, sales will be lost. 3.4) PROMOTION: The marketing mix activities of a product planning, pricing, and distribution are performed mainly within the organization or between the organization and its marketing partners. However, with promotional activities, the firm communicates directly with potential customers. Kelloggs uses above the line promotion like TV advertising as well as below the line promotion like on-pack promotions and sampling. The market research revealed several matters that Kellogg needed to address when alerting the public to changes in the brand family. 1. Some consumers might find the act of placing a range of separate products under the All-Bran brand confusing. The solution was to ensure that packs clearly display both the power brand name (All-Bran) and also the product name (e.g. Bran Flakes). 2. Research showed that consumers see cereals as a natural product. This is a strong selling point. It makes it vital to feature the ingredients on the packaging. 3. To give the campaign maximum impact, Kellogg carefully co-ordinated television and radio advertising, PR and in-store promotions. These encouraged consumers to try out and reappraise the revamped products. A products life cycle may last only a few months (e.g. with a fad, or craze) or, as with Special K, for many years. Although it was a successful product, Kelloggs recognised the opportunity to stretch the brand by investments that would: revitalize it extend and further develop its growth phase and Help to delay the onset of the maturity phase. 4. CHARACTERISTICS OF THE MARKET 4.1) MARKETING ENVIRONMENT: This can be divided into two broad categories; a) Micro Environment: The Micro Environment of the Kellog consists off; The Company: has to take other groups or departments of company into account. Such as finance, research and development, purchasing, operation, accounting department. Suppliers: Kelloggs obtains its raw materials of wheat, corn, cocoa, rice and sugar from primary suppliers around the world. It is a large-scale manufacturer and stores sufficient stocks to meet customer orders. Marketing Intermediaries Kelloggs does not sell its breakfast cereals directly to consumers. It uses intermediaries like wholesalers, supermarkets, high street stores and hotels. Kelloggs has major relationships in the tertiary sector. These include the major retail supermarkets such as Tesco and ASDA and some of the wholesale sector such as Makro. Customers: The Kelloggs Company mainly focuses on customer market that consists of people aged 55 and over and weight conscious people. Competitors: Nestle is the only competitor of Kellogg. b. Macro Environment: The external factors which affect a companys planning and performance, and are beyond its control: for example, socio-economic, legal and technological change (http://wiki.answers.com/Q/What_is_the_macro_environment_of_Kellogg) There are many environmental issues which should be looked at to get the broader picture of Kelloggs Company. These issues can be grouped into six categories: political, economical, social-demographic, technological, legal and ethical. The acronym for this is a Pestle analysis. Political /Legal Environment: UK has a stable political environment hence, private enterprise is encouraged, which gives Kellogg an opportunity to introduce new products and improve the existing ones. Economic Environment: Economic factors are those that affect consumer buying behavior. As this is an era of great depression, there is a change in the income of the consumer so the sales of Kellogg are affected by this. Natural Environment: The natural environment of Kelloggs involves all the natural resources that are needed as inputs by the company and are affected by market activities. Theyve set themselves a number of targets to meet by 2015, and are constantly checking their progress along the way so they can see how theyre doing. By 2015 they aim to have reduced all of the following by 15-20% per metric tonne of food produced since 2005. Energy use Greenhouse gas emissions Water use Waste sent to landfill (For waste to landfill, they achieved a 41.5% reduction by 2009 and have set themselves a new target of a further 20% reduction by 2015 against a 2009 baseline.) Socio-cultural Environment: UK has a tradition of eating cereal as a breakfast so Kellogg has got high market. Technological Environment:: UK has good infrastructure and distribution channel which again is highly favorable for Kellogg to grow further. Responding to the Marketing Environment: Kelloggs has utilized integrated business units and compensation incentive systems to increase the accountability of the cash expenditure and improve the functionality of the organization. Products sales have been increasing in the UK as well as in other countries. The pricing and availability of the product determines the profitability of a product. Streamlining many of the operations in recent times has helped the Kellogg increase the profit margin. More resources could therefore be spent on the marketing and advertisement of products. In addition, Kelloggs also increased the number and frequency of promotional offers more toys and DVDs in cereal boxes, tie-ins with movies and charitable donations to local schools and charities. In 2002, a new strategy of Volume to Value was introduced throughout the company. 4.2) MARKET SEGMENTATION PROCESS The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Today Kelloggs is doing its business in United states, China, India, Indonesia, Jordan, Lebanon, Malaysia, Maldives, United Kingdom, Qatar, Saudi Arabia, Singapore, Sri Lanka, Thailand, United Arab Emirates and Vietnam. In this project we are only discussing its market segmentation in United Kingdom. They are segmenting the market in the form of geographic, demographic, psychographic, and behavioral. All-Bran Original is available in Australia, Somalia, USA, Canada, Colombia, UK, Italy, Mexico, France, Japan, Latin America, and South Africa 4.3) MARKET TARGETTING PROCESS After dividing the market into various segments, the Kellogg Company has to decide which segment it can serve better. So first they evaluated each segments. They want the sets of buyers who share common needs and characteristics to serve. Kellogg mainly used undifferentiated (mass) marketing strategy because cereal will always be mass marketed. They have to do business on large scale so Kellogg Company is using mass marketing. 4.4) PRODUCT DEVELOPMENT PROCESS New product development process of product starts with idea generation. Commercialization Product Development Marketing Strategy Development Idea Generation Test Marketing Business Analysis Concept Development Testing Idea Screening 5. USE OF INTERNAL AND EXTERNAL RESOURCES Use of internal and external resources is crucial in the launch of a new product. 5.1) INTERNAL RESOURCES: Idea of Kelloggs came from; Product development teams Formal research and development (asked consumers through questionnaires ) Brains of its executives, scientists, engineers, manufacturing staff and salespeople Companies successful entrepreneurial programs (encourages employee to think about new cereal product ) Value innovation program 5.2) EXTERNAL RESOURCES: Customers (through questionnaires) Competitors (Kelloggs get clue about their new product by watching competitors ads, analyze the sales, and then decide). Distributors Suppliers (tell company about new concepts, techniques and materials that can be used to develop new products). 6. SWOT ANALYSIS STRENGTHS: a) Kellogg All Bran is the only large, very high fibre brand in the market place. Private label provides the main competition. b) The general public remains highly aware of ALL BRAN c) The ALL BRAN brand is strong; consumers associate it with healthy activity. WEAKNESS: a) Awareness of the brand had been declining because of little promotional (e.g. advertising) activity in recent years. b) Compared with leading brands such as Kellogg corn flakes, the individual fibre products have limited scale, making it hard to make advertising investment economic. c) The preposition that a fibre cereal keeps you regular is less motivating to consumers than in the past. Consumers now more interested in products inner health OPPORTUNITIES a) People are looking to eat more healthily b) The rapid growth of non cereal products that meet inner health need (pro biotic drinks and yogurts) c) In the UK the number of people over 55(the products main consumers) continues to increase. THREATS: a) The sales of private labels fibre cereal is growing. b) There is a consumers trend towards the tastier cereal 7. CONCLUSION By creating the power brand All-Bran and providing the right sort of well researched promotional support, Kellogg has been able to inject renewed vigor into a family of related products. Through appropriate promotional activities and more relevant messages, Kellogg has re-awakened consumers interest in products that can play an important part in developing a healthy diet in a health-conscious world. Regular campaigns of promotional activity are helpful in enabling all organizations to sustain their own life cycle and those of their brands and products. It is early days in evaluating the success of the marketing activity supporting All-Bran but the signs are good. Appendix: Primary Research: Survey questionnaire-1 What changes taking place in society are likely to affect the product? How might new technologies affect our business? What are likely to be the future market trends? Where are the opportunities within the market place? What new categories would appeal to the target market? How far do consumers think the brand could stretch into the market for different product categories? Survey questionnaire-2 1. What is age bracket do you belong to? 13-16 yrs 17-30 yrs 31-39 yrs 39 yrs or above 2. Which income bracket do you belong to? GBP 50-200 GBP 200-500 GBP 500-1000 GBP 1000 above 3. What is your marital status? Single Married 4. What is the brand of the cereal that you usually purchase? Nestle Kellogg 5. Is ALL BRAN your favorite cereal? Yes No 6. How often do you purchase cereal? Everyday Once a week Once a month 7. Please rank accordingly to the characteristics of ALL BRANS: a) Taste b)Price c) Flavor d) Packaging 1=least preferred 5=most preferred 1 2 3 4 5 8. Do you like the ads of ALL BRAN? Yes No 9. What flavors of Kellogg do you like the most? Corn flakes All bran Rice kripsies Special K

Inadequate Social Change of Booker T. Washington Essay -- African Amer

There has been much debate over Booker T. Washington and the effectiveness of his work at Tuskegee Institute. Some believe that he was a pioneer for black education in a time when few had the opportunity. Others believe that his conformity to the white ideal of what a black man should be hindered his ability to create real social change for his race. In his autobiography, Up From Slavery, Washington maps out his life from its humble beginnings as a slave up through the success of his school, Tuskegee Institute. He is quick to drop names of the important white businessmen and prominent citizens to ensure their support for his school. However, he is also quick to push his students to be productive members of their society. Through closer examination, can Washington's true views shine through? Did he win victories for his race through playing by the rules of white society or did he give in to their demands in pursuit of his own glory and "savior" status? Perhaps no one will ever know what was truly in his heart, but his public actions did not incite severe, complete, lasting social revelations for his African American brothers. In his Tuskegee school, he promoted the value of labor and hard work. The students built every building on the campus and took pride in their labor. They learned to read and write and many other industrial skills while working around the campus. Washington stated in his autobiography, My plan was to have them, while performing this service, taught the latest and best methods of labor, so that the school would not only get the benefit of their efforts, but the students themselves would be taught to see not only utility of labor, but beauty and dignity (Washington 103). Washington restricted t... ...ar that his intentions might have been good but his execution came out weak as he allowed himself to get consumed with desires for power and recognition. In the end, he became known in history as an "Uncle Tom" figure and unable to create any lasting change. But perhaps, his failure was essential to the development of the 1960's Civil Rights Movement. Leaders of that time saw his weaknesses and this time they would not make the same mistakes. They learned through Booker T. Washington's experience that playing by the white man's rules and moving up the ladder of their system would not give them the freedom they sought. Washington provided the experience needed to allow leaders that followed him to be successful in their fight for freedom. Works Cited Washington, Booker. Up From Slavery: The Autobiography Of Booker T. Washington: Aun Autobiography. Citadel, 2001.

Violent Video Games Increase Violent Behavior Essay -- Aggressive Beha

Violent video games have been known throughout the years to take a powerful effect on young children and their aggression and psychological behaviors as they habitually play these types of games. There are many factors leading the federal government to believe that the gaming industry and retailers are not taking a strong enough precaution to prevent this type problem from occurring. Studies show that laboratories and field settings have proven that violent video games cause increased aggressive behavior in children and young adults. Nothing is positive about the effects that violent video games have on children, but one positive factor has risen throughout the years. With all the tragedies and incidents involving the usage of violent video games by children, the United States Senate decided to take action. During a committee hearing, several researchers vouched for the negative effects violent video games were having on young children and young adults. Deadly school shootings like Columbine have been a serious problem in the United States for many years. Researchers and psychologist say that the young adults that partook in the Columbine shooting that killed 13 people and wounded 23 others before taking their own lives were habitual players of violent video games like Doom. Statistics show that many children between the ages of 8 and 18 years of age play video games or other types of media for 40 hours or more a week. (Rideout, Foehr, Roberts, and Brodie, 1999). Out of all the media used by children and young adults, television is the most widely used. Even with TV being the choice recreational activity, video games are rapidly creeping in popularity. Console video game systems like XBOX and Playstation along with com... ...gical Science Agenda (2003). "Violent Video Games, Myths, Facts, and Unanswered Questions". http://www.apa.org/science/about/psa/2003/10/anderson.aspx Anderson, A. Craig, & Bushman, J. Brad. Iowa State University (September 2001). General Article. "Effects of Violent Video Games on Aggressive Behavior, Aggressive Cognition, Aggressive Effect, Psychological Arousal, and Prosocial Behavior: A Meta-Analytic Review of the Scientific Literature", Vol. 12, No. 5. http://www.psychology.iastate.edu/faculty/caa/abstracts/2000-2004/01ab.pdf Schwarzenegger, Arnold, & Morazzini, P. Zachary. (December 2010). Supreme Court Debates. "Is the California Ban on the Sale of Violent Video Games to Minors Constitutional?", Vol. 13, Issue 9, p15-26, 12p. http://mccclib.mccc.edu:2084/ehost/pdfviewer/pdfviewer?sid=96474c99-1f94-48f4-9d99-0c237e037f86%40sessionmgr111&vid=7&hid=123

The Elusiveness of War and the Tenuousness of Morality in Tim O?Brien?s

The Elusiveness of War and the Tenuousness of Morality in Tim O’Brien’s â€Å"The Things They Carried,† â€Å"How to Tell a True War Story,† and â€Å"Style†   Ã‚  Ã‚  Ã‚  Ã‚  In the novel The Things They Carried, Tim O’Brien demonstrates how exposure to the atrocities of nations at war leads to the soldiers having skewed perspectives on what is right and wrong, predominantly at times when the purpose of the war itself appears elusive. The ambiguity that consumes the stories of â€Å"The Things They Carried† and â€Å"How to Tell a True War Story† is displayed with irony, for the ‘moral’ of such war stories is that there is no moral at all. O’Brien portrays the character Mitchell Sanders as an observer who seeks the morals to be found through the war fatalities; however, he depicts these morals in a manner that actually stresses the impiety of the situations above all else. The characters in this novel are at the forefront of the Vietnam War, thus blinded by carnage that soon begins to obscure any prior notions held about what is moralistic and what is not. The death of Ted Lavender in â€Å"The Things They Carried† leads to Lieutenant Jimmy Cross’ moral blunder which is brought about by his guilt over the horror of the incident: Lieutenant Cross felt the pain. He blamed himself [†¦] He pictured Martha’s smooth young face [†¦] and now Ted Lavender was dead because he loved her so much and could not stop thinking about her. When the dustoff arrived, they carried Lavender aboard. Afterward they...

War Horse Movie Review

Macaulay I had the honor of watching War Horse' in my history class, this movie came out in December of 2011 This amazing film was directed by Steven Spielberg, the top three actors were Jeremy Irvine, Tom Hedonistic, and Benedict Cumberland.Darkroom,1 914: Even against if wife's Narrator who Is farmer, buys a thoroughbred horse rather than a work horse, when his teenaged son Albert trains the horse and calls him Joey, You couldn't break them apart, when his crops falls, the farmer sell Joey for the way and he Is shipped to France where, after escapes he Is featured by the Germans and changed hands twice before he Is found.When He runs he gets caught In the barbed wire In No Man's Land a few years later and Is freed, He gets brought back behind British lines where Albert, WHO has enlisted In the war and Is now a private, has been temporarily blinded by gas, but still somehow recognized Joey. However, as the war has ended they declared Joey Is set to be auctioned off, after he is soug ht be auctioned off, The Grandfather of a little girl who had Joey in the beginning of the movie buys Joey, But when he realized That Joey truly longs to Albert, he kindly returns Joey to him stating that â€Å"It is of course what my Granddaughter would've wanted, she IS the boss. I would highly Horse is not for everyone. I would recommend it to those who can take hard truth, and are interested by wars. Even though this book is an historical fiction, it is filled with facts. I wouldn't recommend this book to those who are easily upset and emotional. It shows some of most amazing stories of the life and death of the million horses who served in the Army between 1914- 1918. Over a million died, with fewer than 100,000 returning home.