The survival of LEGO in changing environment

The survival of LEGO in changing environment This essay aims to provide an insight into LEGOs performance in the UK market and the strategies adopted by LEGO to be acclaimed today as UKs 3rd largest toy seller. Accordingly, a better understanding will be attained from a consumers perspective in the Toys industry. LEGO a brand which was in shambles in late 2006 stepped up to perform tremendously well during recession How did LEGO manage to reach where they are today? In the following chapters, a detailed description will be provided on how LEGO set an example for many global brands to follow in a touch economic situation. 2.0 Company Overview It all started with one mans vision. A man who believed that good play enriches a childs development Ole Kirk Christiansen, a carpenter from Billund. He shifted his production from making wooden furniture for local farmers to childrens toys, owing to the great depression in the 1930s. LEGO originated from the Danish words leg and godt, which means play well. (Tidd and Bessant, 2009). defines LEGO as The core product is a rectangular plastic brick, hollow on the inside except for one or more tubes, with rows of studs on the top emblazoned with the tiny LEGO LEGO. (Wiencekk, 1987) LEGO has a very powerful vision statement of Inventing the future of play. This vision indicates that LEGO is finding new ways of developing games and moving from being just a simple block of brick. They are aware of the changing requirements and attitudes of consumers in a globalised sense. As it claims It is not just about products, it is about realising the human possibility. (LEGO Group, 2010) Over the years, the LEGO Group has developed several products under its umbrella extending its products to the digital world as well. LEGO has always known that the Toys and Childrens entertainment industry is a difficult business to sustain oneself in as it is constantly faced with new innovations, technological advancements and market entrants. To face this constantly evolving industry, LEGO has invested much of its understanding their consumers needs and desires. They have studied playing habits, family patters and housing conditions to gain a deeper knowledge of this market. Another differentiating factor is the belief that has been passed on by generations that have embraced LEGO. The belief that LEGO will remain relevant to children of all ages and all generations. The belief to create a world where children have the freedom to build anything that can never be replaced with cyber experiences. (LEGO Group, 2009) By the late 90s, LEGOs sales began decreasing. They were challenged by low cost good enough competitors like Megablok, a Canadian Company. Other reason was their prime target audience were shifting to computer games. LEGO was also operating in a high cost economic environment Denmark- where the supply chains were expensive. Another problem LEGO faced was increasing complex product development with so many product ranges and different permutations and combinations; manufacturing economically became nearly impossible. All these reasons, led to LEGO running into a $ 240 million loss. In order to revive LEGO from this situation, the LEGO family invested $ 178 million and appointed of a new CEO, Jorgen Vig Knudstorp. Under Knudstorps leadership, LEGO saw a successful transition. In order to correct the situation, LEGO improved their supply chain, factory locations and enhanced their overall product development strategy. (Tidd and Bessant, 2009) 2.1 LEGO Financial Overview Since its foundation in 1932, The Danish Company has great achievements added to its name. However, in 2006, rumours had it that toy industry giant Mattel were going to buy LEGO since it had faced huge losses. But restructuring in management and change in strategy helped LEGO pick up their sales in spite of the recession. In August 2008, LEGOs international sales were reportedly up by 20% in comparison to the year before. In the UK alone, 2007 witnessed at 24% rise in sales as compared to 2006. (MINTEL. 2008) The latest report that appeared on November 2010 in The Times London edition states that LEGOs sales have picked up by 50 per cent this Christmas season keeping both parents and children happy.(Vine, 2010) According to the Guardian, in 2009 the total sales at the UK division based primarily in Slough, Berkshire, leapt 35% a performance that took LEGO to a record UK market share of 4.1%, up from 3.2% a year ago. (Wood, 2009) The pre-tax profits rose 68%, which is approximately up by  £171.97 million in the first half of 2010. LEGO posts strong sales (The Times, 2010) LEGOs financial performance during recession was commendable while other Toy industry competitors like Mattel, that reportedly faced a 19% fall in second-quarter sales in spite of housing big brand names like Barbie. (Wood, 2009) 3.0 Consumer Behaviour theories applied to LEGO From the above, it is clear that LEGO has had a successful track record during recession. In this section, a deeper understanding will be attained on how LEGO was immune to the recession by placing their consumers in the heart of their business and understanding their requirements. To achieve this, three theories have been shortlisted they are namely Buying Decision Making Process Attitude Formation and Change Consumer Identity and Reference Groups 3.1 Buying Decision Making Process In order to understand, how LEGO survived through the economic downturn, it is important to interpret the buying behaviour of consumers in the Toys industry. By understanding the dynamics of buying behaviour, successful insights can be drawn to help identify the gap between the consumer and company. In complex decision making process where one is faced with other competitors, there are 6 stages to the decision making process. The 6 stages are namely: 3.1.1 Problem Recognition (awareness of need) Problem Recognition is the difference between the actual state of mind and the desired state of mind (Solomon, 2009). In other words, it is the process of recognising the need or desire to own a particular product. Given below are some reasons why consumers felt the need for LEGO over other products. Need for learning though play Parents being one of the prime target audiences in this industry also play a major role in the buying behavior process. LEGO appeals to this market as it has the element of creative play and parents are assured that it is not a waste of time as compared to watching television or spending time on Facebook. Parents therefore would choose to buy LEGO as they want their children to learn while they play. Something that most other toys or video games have failed to achieve (MINTEL, 2008). Need for retro products during recession Another interesting point to note is how consumers chose retro products during times of crisis due to its established legacy. During recession, parents actually found the need to invest in products that are of high quality and are long lasting in nature as opposed to just purchasing a cheap toy. Gerrick Johnson, toy-industry analyst at BMO Capital Markets made a comment stating that In tough economic times, youll often see retro products come back. Parents spend money on stuff they know works. Rather than going to Disney World or on a trip, you get a $30 LEGO set. (Faris, 2010) Need for up-to date toys and gadgets During a time when their prime target audience were more inclined towards computer games, LEGO constantly kept innovating and updating their offerings to suit the needs of this market that is faced by such rapid growth and evolution. The company steadily launched new products which resulted in three-quarters of its yearly sales. In 2000, the British Association of Toy Retailers along with Fortune magazine voted LEGO as the toy of the century. (Oliver et al., 2007) Recognizing the need to enter the video game market, LEGO created its own software group providing children the opportunity to create their own animation for PC and gaming consoles (R. Duane Ireland, 2009). Therefore people chose LEGO as it had extended its offerings to a medium where most of its consumers lived the virtual world. 3.1.2 Information search When it comes to seeking information on which toys you would prefer your children to play with, there are several factors that play a role. From an internal search perspective, memory and nostalgia could be key determinants whereas word of mouth, friends, relatives etc. could be external search factors that dominate your purchase decision (Soloman, 2009) The market for childrens toys and games is a substantial one -A  £2.1 billion market for childrens toys and games, this is a lucrative industry with several competitors. In such a case, information search becomes even more complex (MINTEL, 2008). What adds on to the complexity is the ranging age groups and diversity in toys from simple board games to more sophisticated toys for older kids up to adulthood. LEGO belongs to the range of Activity Toys which incorporates certain level of creativity and makes playing an enriching experience. Other toys in this range are Meccano and magnetic building kits as well as arts and crafts products (MINTEL, 2008). 3.1.3. Evaluation of Alternatives At this stage, consumers evaluate the alternatives that have been shortlisted after their information search. Rankings, personal preferences, listings, word of mouth to name a few, are determinants while evaluating alternatives. Today LEGO is the fourth-largest toy manufacturer after Mattel, Bandai-Namco, Hasbro and the fifth position held by TOMY-Takara (LEGO Group, 2009). In the case of activity toys like LEGO, consumers would potentially ask these questions. Does the product benefit my child learning ability? Is the product safe and of supreme quality? Mc Donaldss once used LEGO in the USA as a part of one their sales promotion campaign. 37 billion bricks were distributed over four weeks out of which only a dozen complaints were received (Harris and McDonald, 2004). These sorts of cases help a consumer who is looking for top quality decide that he/she wants to purchase LEGO over other toys. 3.1.4 Purchase decision In order to achieve competitive advantage and take the final purchase decision, LEGO pays a lot of attention to their product, packaging, online store etc. In a Danish newspaper Jyllands- Posten, an article was published on the safety of LEGO. Each individual block has a hole to ensure that if a child swallows a brick, the child would not choke as air could still pass though (Harris and McDonald, 2004). Therefore a consumer, who has safety as criteria, would decide to buy LEGO as the makers have taken care of this aspect. 3.1.5 Purchase This decision is based upon the time lapse and product availability. In 2004, LEGO sales began dropping massively. Poor customer service and unavailability of products were additions to their dilemma. During this time, customers were faced with many other alternatives. LEGO could not afford to lose out on customers in the big-box world. LEGO then improved on their supply-chain management and aimed to align its innovation capability. It also started online sales where customised products could be designed and purchased too (Oliver et al., 2007). 3.1.6 Post-Purchase Evaluation: When LEGO was voted as Marketer of the Year in 2009, one of the comments by a user from Dallas commented I have to vote LEGO-for continuing to provide a top-quality product in line with their brand, staying relevant and using new technologies to create new customer experiences in a kids toy market thats moving away from brands with a low-tech heritage. This is a company that inspires others to a higher standard. Who can vote for a company that continues to drive quality down to get to a cheaper price? (Creamer, 2009). These testimonials prove that consumers overall have been happy after purchasing the product. 3.2 Attitude formation and change One of the aspects involved in the psychological factor of the decision making process, is attitudes. These attitudes are either formed on experience or interaction with other people. An attitude of a consumer towards a firm and its products tends to have a great influence in the firms marketing strategy (Soloman, 2009). 3.2.1 Efforts made my LEGO to track attitudes For strategic decision making that is driven by insights, it is essential to track attitudes. It could be tracking changes in different age groups, scenarios about future, identify emerging trends etc (Soloman, 2009). LEGO has realised the importance of tracking changing attitudes and the following findings can be drawn in this regard: Scenarios about future One of the most significant changes that LEGO has taken up this decade is that it has begun listening to its consumers and their changing attitudes. In todays social networking era, it is highly essential to monitor behaviour and attitudes. It was through the efforts made by LEGO on social media, that they realised their fan base was not just limited to children but adults too. Courtesy the AFOLcommunity Adult Fans of LEGO LEGO now has some specialist ambassadors who communicate with them and provide feedback. LEGO also involves these ambassadors in their product development. They began monitoring blogs and got a deeper understanding on culture, desires of both potential and existing consumers and changed their strategy accordingly. It was through this initiative that LEGO decided to make sets based on movies like Star Wars or Indiana Jones and now these deals make up more than half of their sales (Advertising Age, 2009). By doing so LEGO gets inputs from probably the most loyal customer base and thus adress unhappy customers or fill any gaps in the market place. These insights drove their strategy and helped them survive in an atmosphere where the only words heard off were lay-offs and losses. LEGO is one such example of a brand that has benefitted by working in partnership with their consumers and predicting the future (Garfield, 2007). Changes in different age groups LEGO has a very ambitious mission statement of each and every child in the world to own one cubic metre of LEGO bricks. (Harris and McDonald, 2004) Children globally are treated the same by marketers no matter which culture they belong to. However, even if they are treated the same their attitudes may differ due to their upbringing and external environment. Though most of the concept and product development occurs in the Billund headquarters, LEGO has trends watching department in their offices in Munich, Los Angeles and Tokyo. Infact, to ensure that LEGO is an international product that suits ever child needs, the creative team is composed of 120 designers 15 different nationalities (LEGO Group, 2009). 3.2.3 Star Power: Celebrities as Communications Sources The source of the message the celebrity in this case can have a huge impact on the image of a brand and its sales. Messages tend to have a greater effect when there is a relation between the celebrity and product. Human beings tend to pay more attention when they see familiar faces as opposed to ordinary faces, thereby interpreting and processing the information more effectively (Soloman, 2009). People tend to associate characteristics of a persons personality, social status, and gender, to that of the brand. When David Beckham confessed in an interview that if he wasnt a footballer his dream pastime would be building with LEGO blocks, it set the LEGO sales roaring. In just one day of business, the father of three inspired the sales of 5,922- Taj Mahal set (The Sun, 2010). Parents formulate the core buyers of this segment six in ten have bought from five or more of the listed categories of toys or games in the past 12 months (MINTEL, 2008). After all, if a star figure like Beckham has spoken, why wouldnt parents try mantling Taj Mahal together. 3. 3 Consumer Identity and Reference Groups Any individual or group that acts a point of comparison of values, opinions, attitude or behaviour towards a product is a reference group (Soloman, 2009). In case of LEGO, there are several reference groups. LEGO has a combination of logic and creativity that enhances a childs learning and ability to solve problems. Owing to this factor, LEGO has been popularly used as creative play tool in institutions and schools i.e; formal reference groups (LEGO Group, 2009). 3.3.1 Effect of Gender on Consumer Behaviour Gender is a crucial element in consumer behaviour. A boy may perceive different things from a girl. This can be proven with an example of how LEGO researched playing habits amongst boys and. The findings were that girls were more likely to build living areas while boys built cars. LEGO introduced a new version of its product for girls called Paradise which emphasized around socially oriented structures such as homes, pools etc (Soloman, 2009). 3.3.2 Baby Boomers and the role of nostalgia in buying decision making process Baby Boomers are those who are above the age of 29 and have a significant influence on demands for housing, child care etc (Soloman, 2010). LEGO has evolved from a box of bricks that baby boomers grew up to a more diverse product. However, the positive feeling attached with having played with LEGO has passed on through at least three generations. (Oliver et al., 2007) Therefore, one may ask how much role does nostalgia play in triggering what baby boomers and generation X buy as toys for their children? Retro favourites are gaining popularity owing to the fact that they have provided real quality and value over time, and one of the reasons all these new fans have emerged is through nostalgia. According to the (Telegraph, 2010), LEGO has performed well in recession as parents due to nostalgia have shifted to trusted brands. Parents dont intend to buy toys that their children would throw aside in months, instead they would rather invest in toys that children of all generations would go back to. 3.3.3 Children Pester power v/s parent power Pester Power is a term used to define a childs influence over the parent in the buying process (Turner et al, 2006). According to Turner, children can be easily influenced by advertising and marketers use this as a medium to entice children to nag and purchase the product of their desire. The key factors that influences a childs pestering behaviour is the family type, family communication pattern, the person accompanying the child to shopping, intent of going for shopping and advertising. (Venkatesh and Ghai, 2010). According to the report by Mintel, 2008, Although adults are the primary purchasers, kids are the ultimate arbiters of success and failure across much of the market nearly four in ten parents cannot say no to their kids. LEGO partnered with Kelloggs in 2007 to create LEGO brick shaped candy called Fun Snacks. This created hype amongst parents as they had spent valuable amount of their time telling their children not to swallow LEGO bricks. LEGO went on to the extent of advertising in between childrens TV shows, placing the product at the bottom of the shelf spaces in order to make it accessible for children; thereby making children nag for Fun Snacks (Franziska_NDT, 2010) 4.0 Conclusion On the whole, LEGO has adopted the right measures to immune itself to the market, no matter how the economic situation is. Given below are few recommendations and discussions with regards to LEGO. Discussion/ Recommendations: 1. With LEGO factory LEGOs online design portal- is a gateway to 300,000 designers worldwide. By doing so, LEGO can get critical reviews on their products and help improve their offerings (Tidd and Bessant, 2009). LEGO could conduct an annual conference or workshop, whereby all these designers meet up and brain storm with key designers and managers on how to improve LEGO and keep up with changing trends. 2. Christmas accounts for around half of the years sales for LEGO. Keeping this in mind, LEGO should launch their new products or special Christmas edition toys as nearly seven in ten consumers buy toys and games for Christmas. (MINTEL. 2008) And after all, who would refuse the latest Christmas edition of LEGO? 3. An emerging trend is gifting new born toys up from 13% in 2003 to 26% now. Considering this trend, LEGO could launch its own collection of teether toys meant for new born. This could range from a simple brick soft chewy toy to its very own Harry potter collection for newborns. 4. Phone applications seem to be the next big trend that is picking up. LEGO already has its own Star Wars LEGO I phone game version. LEGO must continue entering markets where gaming is a hype. 5. LEGO should push the product more using the scientific connection. According to (Turkle and Smith, 2009) playing with LEGO helps children enhance their problem solving and discovery skills. This makes a child think in a scientific, problem recognition and solving approach that most engineers, scientist and designers use. Turkle claims that the toys that children play with have a great impact on their future careers. Some children may try and create unrealistic structures, while some may follow instructions, some keep their constructed sets as awards while some just break them; different children behave differently with LEGO. However, each role play is good to identify traits about your children and which direction they are progressing towards. 6 Most of LEGO consumers are not price sensitive. They buy LEGO because of the brand and the quality. As a consumer, you can either buy the simple bricks or a special version of LEGO to add it to your collection. Therefore, LEGO can afford to release a premium end version of the toys that are suitable to kids that belong to rich households. 8. LEGO for grey market- Research has shown that playing with LEGO for an hour or two can help old people fight memory loss and problems that occur due to degeneration like dementia and Alzheimers disease. It makes your mind active, while your fingers are still moving. 9. The idea of having Brand Ambassadors who use their network pool to get insights and inputs from consumers is one of LEGOs strongest strategies. LEGO fans discuss, review and suggest new ideas for LEGO on the AFOL community which helps LEGO look into the future and improve their capabilities. LEGO has managed to create a consumer experience that combines technology, mass customization and community to enhance and build relevance for its classic toy offering. (Tidd and Bessant, 2009). Indeed, LEGO has managed to keep up its legacy and set a great example for many international and global companies.

Daniel Goleman Theory of Emotional Intelligence Essay

The cognition ability among humans is as varied as their physical abilities. However, one apparent fact is that they all possess some similar characteristics. Psychologists have often tried to understand humans by studying their behavior and explaining it in terms of sense cognition. As such, it has been argued that the way a person perceives and interprets his physical world, described and exhibited in behavior, is determined by intelligence. However, psychologists are not yet agreed on the exact definition of intelligence even though there are some agreed upon attributes that can be attached to the concept. The ability to comprehend complex ideas, handle situations effectively and reason is varied among humans. It is recognized that this variation is substantial but never consistent as an individual will exhibit different intellectual performance on different occasions. The concept of intelligence is thus aimed at rearranging and clarifying these complex phenomena. There has been progress with regard to rearranging and clarifying these complex phenomena even though they still do not command universal assent. Psychologists have often focused on cognitive aspects on their analysis of intelligence. In other words, emphasis has always been laid on such aspects like memory and problem solving skills. However, some psychologists recognize the importance of non-cognitive aspects in analyzing intelligence. In his definition, David Wechsler identifies such factors like rationality, purposeful action and ability to handle the environment effectively as the main features of intelligence. In his early works, Wechsler identified non-intellective as well as intellective aspects. By intellective and non-intellective aspects, he was referring to social, personal and affective factors. (Wechsler, 1940: 444-445) He further held that the possibility of success in life is dependent upon non-intellective abilities. In recent past, a new aspect has emerged with regard to intelligence and this has been motivated by the need to explain how emotions and thought impact on each other. It is thus in the interest of this paper to look at this aspect of intelligence which has gained prominence in the field of psychology. This new aspect is what has been referred to as emotional intelligence. In this paper, I will look at the development, theories and elements of emotional intelligence. What is Emotional Intelligence: Background The term emotional intelligence was coined by Salovey and Meyer in 1990. When they coined this term, they were well aware of the previous work by other psychologists on non-cognitive aspects of intelligence. In their description of emotional intelligence, Salovey and Meyer viewed it as the ability of an individual to guide his or her thinking and action through monitoring his or her feelings and emotions (and those of others) and compare them against his own. As such, they considered it a form of social intelligence. The study in this field of social intelligence emerged as a result of research in the field of cognition and affect. Research in this area also gained prominence as a result of works by other psychologists who pointed out that there could be a cognitive connection between mood and judgment. These psychologists suggested that there could be a possibility that when a person gets happy, for instance, he is bound to cognitively judge his past positively thus elevating his moods further. On the other hand, bad moods lead to negative thoughts thereby increasing or worsening the condition. Robert Zajonc (1980) suggested that in determining attitudes, feelings played a bigger role than cognition. His argument was that it is feelings which paid attention to the physical world. This view emanated from an empirical conception of human life. It is a widely held position that it is the senses that is responsible for feeding the brain with information for interpretation. This on the other hand affected or is affected by moods and memory. The influence of mood on memory was examined by Gordon Bower who described an activation model of memory. He observed that happy moods influenced happy thoughts while on the other hand, sad moods influenced sad thoughts. (Bower, 1981) According to him, if one was in the state of happiness, he is bound to view his past social actions positively which in turn stimulates positive thoughts. On the other hand, if one is sad, he is bound to view his past as a series of failures within the social realm thereby increasing his sadness. As such, the state of mind influences attitude and cognition. This analysis by Bower helped in the comprehension and explanation of many empirical aspects of emotional intelligence. Much contribution in the field of emotional intelligence was brought by Clerk and Fiske’s ‘Affect and Cognition’. A departure from research on the interaction between emotion and cognition was marked by the study of emotion and thought by social, personality and cognitive psychologists. The concept of defense mechanism by Sigmund Freud even though put emphasis on the pathological factors, also recognized and emphasized on the interaction between thought and emotion. The view that emotions prejudiced and disrupted thought was inherited when the cognition and affect literature surfaced. The idea that emotions and thought caused biasness went hand in hand with the idea that emotions could be adaptive for thought. This went on as inquiries into emotions and thought diverged from an emphasis on psychopathology to normal everyday thoughts and moods. The result was the idea that intelligence and emotions can integrate to perform complex information processing that either cannot manage independently. This was the development of the concept of emotional intelligence. Salovey and Mayer in their attempt to develop accurate and valid measures of emotional intelligence initiated a research program which was also meant to explore its significance. Daniel Goleman recognized their work which led to his formulation of the theory of emotional intelligence. Theories of Emotional Intelligence There is a general conception that emotion and intelligence are two distinct concepts which cannot integrate. As such, the term emotional intelligence appears as a contradiction. However, emotions often convey messages which can be processed. That is, they signal relations. This assumption makes the term sensible. Philosophers have often inquired into the nature and meaning of emotions and came into a conclusion that they define the relationship between an individual and other members of the society. As such, every emotion defines an individual’s relationship with himself and his relationship with others. There is a universality and regularity in the meaning of emotions. Comprehending the universal meaning of emotions was adopted by cognition and affect researchers. A system which defined joy as a positive feeling which comes after an assurance that an action will be rewarded and relief as a positive feeling which points to the absence of punishment was outlined by Roseman (1984). A similar approach was taken up by Ortony, Clore and Collins (1988) which defined joy as a â€Å"well being† emotion which comes as a result of self reaction to desirable occurrence. Emotional intelligence can be fragmented into four branches of abilities. These include perceiving and expressing emotions, integrating emotions in thoughts, comprehending and managing emotions. All these are important in the overall theory of emotional intelligence. Perceiving Emotions Accurate perception is the first step in emotional information processing. The system of emotional perception is a product of evolution built through time so as to facilitate communication between parent and child. The child therefore learns emotions from the mother. For instance, when the infant smiles, her mother reflects back the kind of face associated with smiling which in this case is contracting the cheek’s muscles. As a person grows, he learns to generalize patterns of how emotions are manifested in the physical realm which includes objects, artwork and even other people. For instance, a person may associate a relaxed shouldered posture with calmness. Emotional integration After the perception of an emotion, it has the capacity to influence cognition at various points of processing. Emotional integration thus focuses on the contributions that emotion makes in the reasoning process. Various suggestions have been put forward on how emotions may facilitate cognition. According to Easterbrook (1959), Mandler (1975) and Simon (1982), emotions provide an impulse to prioritization. (Tad. In John D. Mayer, Emotions, Intelligence and Emotional Intelligence. p. 420) For instance, someone in deep concentration in say, a movie is oblivious of the surrounding environment, even the couch he is seated on. Nonetheless, he may experience a growing sense of anxiety and on hearing the voices of children outside; he realizes that he is supposed to be in a psychology class. The interrupting anxiety to some extent is a second processing system independent of the central cognitive system. As such, it enables cognition to direct resources to a problem until and unless a competing response emerges. Another way through which emotions help cognition is by functioning as a secondary store about emotions themselves. For instance, if an artist wants to paint suffering, he reflects back on an experience or scene of suffering and recreates the feeling. The act of mood cycling or mood switching is another way through which emotions contribute to intelligence. Cognitive system is often refreshed by mood alterations. These mood alterations have a consequence of bringing various emotional tools to handle a particular problem. According to Mayer, a shift in judgment through increasing motivational direction may enhance functioning. (Ibid. 421) A cycling of moods also provides different perspectives on a subject or problem thereby enhancing creativity. Mood can also assist intelligence by providing implicit information on past experiences. As such they act as references in decision making processes. For instance, one may have some facts on a given event but still would not be in a position to choose which of his alternatives is best for him. As such, he reflects back on his feelings towards those alternatives. Emotions thus summarize these past experiences. Comprehending Emotion The closest branch to traditional intelligence is understanding emotions. The hypothesis is that there exists a mental processor whose main function is to understand, abstract and reason about emotional data. Labeling feelings and understanding what they represent are just but part of this processing. For instance, one may label a feeling love. As such, he or she recognizes that love reflects upon relationship with other people. Emotion Management This is the final branch to emotional intelligence model. It involves the management of emotions for personal development and growth. For instance, an informative emotion enables one to gather information about his environment, especially the social environment, if one opens himself for such information. People open to sadness will best understand the painful conditions which man has to grapple with in the course of existence. This also enhances the good in the sense that one may not be in the position to appreciate blessings if he doe not understand the difficulties in life. For instance, after sacrificing ones time to study hard, he may achieve happiness when he graduates with a first class honors. However, openness is not the end of management. The knowledge gained from perceiving, integrating and understanding emotional dispositions must be put into practical use in order to maximize emotional management. In other words, it is through perceiving and understanding emotions that one knows the consequences of experiencing them or blocking them. The theory has left open the way in which emotional intelligence manage emotions. Intelligence enables one to explore and evaluate possibilities with their own goals in mind. Even though one may hope that many people manage their emotions well, emotionally intelligent individuals at times manage their feelings negatively. Discussion The foundations of the new theory of emotional intelligence are based on the field of cognition and affect. As inquiries were made on how thoughts were altered by emotions by cognition and affect researchers, a shift emerged from the clinical researchers who emphasized on how thoughts were pathologized by emotions. Normalization of such phenomena was started by the cognition and affect researchers who who found them in everyday human behavior. The focus of emotional intelligence was thus how emotions and intelligence facilitate each other mutually in order to create a high level of emotional information processing and a higher level of thought. A model of emotional intelligence was formulated which viewed it as a form of intelligence mainly concerned with processing emotional signals related to relationships. As such, emotional intelligence is concerned with the capacity to consider emotions rationally for better management. Measuring Emotional Intelligence The assessment of intelligence is done entirely by ability tests. As observed earlier, theoretical model construction and measurement procedures are involved in the development of emotional intelligence. Individuals who take ability tests are subjected to relevant mental tasks within a controlled environment. This is meant to measure their optimum mental performance. However, the examination of many different skills which may be tied to intelligence is a requirement for the establishment of intelligence. This is so because the existence of intelligence is based upon the intercorrelation between skills which also develop with age. The Value of Emotional Intelligence When people are confronted with setbacks or failure, they tend to make some causal attributions. Optimists tend to make external attributions that are temporary and specific while pessimists make internal attributions which are universal and permanent. This is according to learned optimism construct developed by Martin Seligman. In a research carried among salesmen by Seligman and his colleague, they found that optimistic new salesmen sold more insurance in their first years than the pessimistic ones. When the company hired another group of individuals who failed normal screening but scored high on optimism, the made more sales than the pessimists by 21 per cent. (Schulman, 1995). an aspect of emotional intelligence which has exhibited much success is the ability to handle stress and manage feelings. Tests of Emotional Intelligence According to Goleman, even though entry level executive positions require technical skills and IQ, high emotional intelligence is an integral part of high performance leadership. A simple emotional test based on theories by Goleman can help identify emotional intelligence and leadership. As such, one may establish his emotional intelligence through the use of emotional intelligence test so long as it is based firmly on emotional intelligence theory. A happier and more balanced lifestyle can be achieved by an awareness of ones emotional abilities which may also help in improving his emotional intelligence. Rating of ones ability to regulate his emotions in a balanced and healthy manner can be achieved through emotional intelligence tests. After the completion of the test, an individual is in a better position to comprehend his greatest emotional strengths and weaknesses which enables him to evaluate his aptitude in every emotional category. Emotional intelligence theory is also important in identifying the emotional intelligence of a child which provides abase for emotional intelligence training. Developing emotional intelligence skills require that one is in a position to identify his emotional intelligence strengths and weaknesses. References Bower, G. , H, (1981) Mood and Memory. American Psychologist. 36, 129-148 ed. John D. Mayer, Emotions, Intelligence and Emotional Intelligence. p. 420 Goleman D. (1995) Emotional Intelligence. New York: Bantam Mayer, J. & Salovey, P. Choosing a Measure of Emotional Intelligence: The Case for Ability Scales. In R. Ban-On Handbook for Emotional Intelligence. Guilford Wechsler, D. (1940) Non intellective Factors in General Intelligence, Psychological Bulletin, 37, 444-445 Zajonc, R. , B. , (1980) Feeling and Thinking: References Need No Inferences. American Psychologist, 35, 151-175

The Argument About Term Paper Sample Format

The Argument About Term Paper Sample Format Otherwise, you can elect for samples above in addition to check our tips. Don't use the margins or compose a change under the line it affects. The same as in books advertised online, only certain parts of the paper is going to be exposed. The simplest place to have a sample term paper is on the internet. So, first of all, a college research paper has to be informative. It's very difficult to fulfill all the high-level requirements determined by contemporary colleges and universities. Reading different students' papers might be useful if you choose to work with the topic that is already explored. College students are predicted to deliver top quality research papers that fulfill strict requirement as to contents and form. What You Don't Know About Term Paper Sample Format It's quite beneficial to read a good example term paper, or two, before you commence writing your own, especially, if they're related or have similar topics. Th e notion is to select a topic you're good at. The format to be used is dependent upon the topic that you have chosen. Based on your topic you might need to depend on the scientific report style or literature review styles, or a mixture of the two. Introduction, the next element of the expression paper format, presents thesis statement and the major problem, explains how they'll be supported in the portions of the term paper. The biggest portion of the expression paper format is the most important body. If you believe writing of a research paper is simply about gathering relevant materials and copy-pasting then in a different document, you're mistaken. Your paper includes several things, but the info you provide about your study is going to be addressed in every one of the sections in diverse ways. What to Expect From Term Paper Sample Format? Care ought to be taken, however! Employing an expert paper writer service to aid in completing a term paper may be very simple proce ss if you know what things to look for when making your selection. Term paper help would become your savior! What the In-Crowd Won't Tell You About Term Paper Sample Format The one thing which creates a totally free paper bad is that a whole lot of students have a tendency to copy the papers and submit it like an original work. When you've finished, reread your work a couple times. A great example may be chocolate. For those who haven't any yet, then it is going to be better for you to hunt for any examples and samples of works to fully grasp the way the work needs to be completed and formatted. A research paper is quite a significant type of academic writing. If you don't remember to reference properly, you could be accused of plagiarism. Sample term papers ought to be strictly weighed side by side with the matter of plagiarism. Without focus, they tend not to flow well and are harder to read and understand. Make certain you satisfy all established requirements as wel l as proper paper formatting and writing style. Every examples term paper, at our website, is intended to underline the high degree of professionalism which our writers have and to clearly show their proficiency. Becoming able to compose an essay is an essential part of any educational system, but simply listing ideas in a linear fashion might not always be sufficient. Each style has a certain set of rules to follow. Every step along the term paper writing requires assiduous preparation, ideal strategy, and fantastic responsibility. The most important thing about term papers or some other assignment for this matter is the fact that it shouldn't be copy-pasted. If you get a strong outline and you've got a specific goal in mind, it will be simple to refer to it when you might get stuck somewhere in the center of the paper. A period at the conclusion of your final sentence is all that is required. Term Paper Sample Format - What Is It? The trick to writing and completing a gre at term paper is to start and finish in time. There are lots of paper templates to select from, but a lot of the time your instructor will require a specific format for the entire class to follow. Term papers are some of the the most frequent essay types you must deal with. A prudent student does not need to cover a sample paper.

Male View of Hysteria Presented in The Yellow Wallpaper

Male View of Hysteria Presented in The Yellow Wallpaper Charlotte Perkins Gilmans short story The Yellow Wallpaper has been viewed as either a work of supernatural horror or as a feminist treatise regarding the role of women in society. A close analysis of Gilmans use of symbols reveals The Yellow Wallpaper as her response to the male view of hysteria from ancient times through the nineteenth century. In The Yellow Wallpaper Gilman questions the validity of Hippocratess theory of the wandering uterus and Weir Mitchells rest cure. As she wrote in her essay Why I Wrote the Yellow Wallpaper?, [the story] was not intended to drive people crazy, but to save people from being driven crazy†¦ (107). By her own†¦show more content†¦Hippocrates explained that the various symptoms of hysteria, such as nervousness, depression, and hysterical fits, were caused by the uteruss interactions with the other organs in the body. In his text On the Nature of Women he explains the cause and treatment of a hysterical fit: If the uterus comes towards the liver, the female suddenly becomes speechless, and clenches her teeth, and her color comes back†¦In such situations, push beneath the liver with the hand and tighten a bandage beneath the hypochondria, and by opening the mouth administer a most fragrant wine, and anoint the nostrils and apply malodorous fumigations. And fragrant fumigations below the uterus. (Palis 227) Not only was the uterus capable of wandering around the body, it was believed that the womb was attracted and repelled by certain odors. Gilman seems to address the ridiculousness of such logic when she refers to the inconsistencies in the design of the wallpaper in The Yellow Wallpaper. The narrator complains, On a pattern like this, by daylight, there is a lack of sequence, a defiance of law, that is a constant irritant to a normal mind (263). This same complaint could be used against the popular view of hysteria. The theory that the womans uterus dislodged itself in the body and wandered around aimlessly violates natural law. In this respect, the ancient view of hysteria is similar to the wallpaperShow MoreRelatedFeminist Perspective on Charlotte Perkins Gilmans The Yellow Wallpaper1274 Words   |  6 PagesThe Yellow Wallpaper, Written by Charlotte Perkins Gilman, is comprised as an assortment of journal entries written in first person, by a woman who has been confined to a room by her physician husband who he believes suffers a temporary nervous depression, when she is actually suffering from postpartum depressi on. He prescribes her a â€Å"rest cure†. The woman remains anonymous throughout the story. She becomes obsessed with the yellow wallpaper that surrounds her in the room, and engages in some outrageousRead More Symbolism and Repression in The Yellow Wallpaper2041 Words   |  9 PagesSymbolism and Repression in The Yellow Wallpaper      Ã‚  Ã‚  Ã‚   Charlotte Perkins Gilman’s story, â€Å"The Yellow Wallpaper† is as a wonderful example of the gothic horror genre. It was not until the rediscovery of the story in the early 1970’s that â€Å"The Yellow Wallpaper† was recognized as a feminist indictment of a male dominated society. The story contains many typical gothic trappings, but beneath the conventional faà §ade hides a tale of repression and freedom told in intricate symbolism as seen through

Essay on Great Depression - 1174 Words

The Great Depression During the 1920’s America was experiencing great economic growth. As WWI was ending Americans were out of energy. For almost 100 years they had been facing the problems of sectionalism, civil war, reconstruction, imperialism, and WWI. By the end they were ready to just sit back and party. Demand sky-rocketed and brought great economic growth. Americans failed to see the great problem looming overhead though. The Great Depression was caused by a combination of factors- a natural slowdown of the business cycle, weaknesses of the 1290’s economy magnified the slowdown, the republican response failed to help, a great environmental disaster, and the collapse of the world economy all contributed to the cause of the Great†¦show more content†¦As prices would go down farmers produced more to try and make up for it, except that as they produced more prices dropped. Fourth was that the bands were unstable. They would loan out way too much money riskily and have a low amo unt of reserves since there was little enforcement for these types of bank regulation. The one who was supposed to regulate them was a large business owner himself and he wasn’t to keen on interfering with business. Wo when the economy slowed down and people went back to the banks to get their money there was none to take, forcing the banks to start calling back in loans and foreclosing on people. Even with that banks still didn’t have enough money so they had to close, leaving a lot of people without money. Fifth was overspeculation which included a lot of consumer credit and margin buying. This fits in with the last explanation of what happens when the banks had to start calling in loans, but no one had the money to pay it so many were foreclosed on. Sixth was that there was a sort of overconfidence in the American people. They had this false belief that the economy was going to keep growing so they failed to save enough money to withstand the slowdown. All of these weaknesses in the 1920’s economy led to a greater slowdown of the economy leading into the Great Depression. As the economy was falling at an appalling rateShow MoreRelatedThe Depression Of The Great Depression1223 Words   |  5 Pagesfar-reaching consequences as the Great Depression. This experience was the most extended and severe depression of the Western world. It was an economic downturn that began in 1929 and lasted until 1939. A large amount of America’s labor force lost their jobs and suffered during this crisis. During the nation’s financial disaster, Franklin Delano Roosevelt became president and made extensive changes to America’s political structure. The effects of the Great Depression had lasting consequences that areRead MoreThe Depression Of The Great Depression1232 Words   |  5 Pagespeople think that the stock crash was to blame for the Great Depression but that is not correct. Both the crash and depression were the result of problem s with the economy that were still underneath society s minds. The depression affected people in a series of ways: poverty is spreading causing farm distress, unemployment, health, family stresses and unfortunately, discrimination increases. America tended to blame Hoover for the depression and all the problems. When the 1932 election came peopleRead MoreThe Great Depression Essay1390 Words   |  6 PagesIntroduction: The world had faced two main economic problems. The first one was the Great Depression in the early of 20th Century. The second was the recent international financial crisis in 2008. The United States and Europe suffered severely for a long time from the great depression. The great depression was a great step and changed completely the economic policy making and the economic thoughts. It was not only an economic situation bit it was also miserable making, made people more attentionRead MoreThe Great Depression1292 Words   |  6 PagesBefore the crash Before the start of the great depression the United States was a country of great economic wealth, with new technology being invented and a boom in industry. Due to a boom in America’s Industry because of World War One the economy was at an all-time high with a tremendous amount of prosperity. Following the end of world war one the industrial might that America had was being used for peaceful, domestic purposes instead of being used for violence and war. New technologies like carsRead MoreThe Depression Of The Great Depression2071 Words   |  9 PagesPaul Von Hindenburg appointed Adolf Hitler Chancellor on the 30th January 1933. The Depression did play a vital role in this, however other factors such as the Nazis propaganda, the resentment of the Weimar republic and the political situation of 1932-1933 also contributed to his success. Before the Great Depression, the Nazis gained 12 seats and 2.6% of the vote in the May election of 1928. Despite this, by July 1932, Hitler gained 230 seats and 37.3% of the vote in the Reichstag. This is a dramaticRead MoreThe Great Depression1731 Words   |  7 PagesThe 1920’s was a decade of discovery for America. As mentioned in â€Å"who was roaring in the twenties? —Origins of the great depression,† by Robert S. McElvaine America suffered with the great depression due to several factors but it managed to stay prosperous at the end. In â€Å"America society and culture in the 1920’s,† by David A. Shannon there was much more to the great depression. It was a time of prosperity an economic change. Women and men were discovering who they were and their value to societyRead MoreThe Great Depression1551 Words   |  6 PagesThe Great Depression was one of the most devastating events recorded in history. The nation as a whole plummeted in one econ omic downfall. Few individuals escaped the effects of the depression. The hardship of unemployment and the loss of homes and farms were a large portion of the pain caused by the economic crisis. Through all of these sufferings, women had a large impact on society. Women faced heavy discrimination and social criticism during the Depression Even though through research it is provenRead MoreThe Great Depression1186 Words   |  5 Pagesfriends is the true definition of of what the Great Depression really was. It was a time that most people want to never remember or ever happen again. You would think the United States would have learned from their mistakes but it seems we are going down the same road once again without even taking a step back and realizing it. When people talk about the Great Depression not a single person will have anything good to say about it. It caused families a great deal of pain that they will never forget. WithRead MoreThe Great Depression1368 Words   |  6 PagesAfter WW1 the Great Depression had a very late impact on the major film companies in France, when it did, it unfortunately caused several film studios to go bankrupt, then in the late 1920’s to 1930’s many small film companies and groups emerged giving birth to the tendency called poetic realism. Because the large companies who made films with a focus on making money were gone the filmmakers and artists were able to concern themselves with the art of film, they often took poetic innovations thatRead MoreGreat Depression7197 Words   |  29 PagesGreat Depression From Wikipedia, the free encyclopedia {draw:frame} Dorothea Langes Migrant Mother depicts destitute pea pickers in California, centering on Florence Owens Thompson, age 32, a mother of seven children, in Nipomo, California, March 1936. The Great Depression was a severe worldwide economic depression) in the decade preceding World War II. The timing of the Great Depression varied across nations, but in most countries it started in about 1929 and lasted until the late 1930s

Marketing Analysis Free Essays

The company that is going to be analyzed in the report is Nestle with its brand Nescafe. Thus, the industry is consumer goods, the product instant coffee. The two core areas chosen for the analysis are market segmentation and targeting and promotion. We will write a custom essay sample on Marketing Analysis or any similar topic only for you Order Now Market segmentation and targeting. In the major part coffee is usually preferred by both male and female at the age of   20 to 45 approximately. Children are usually not allowed to drink much coffee, since caffeine is believed to provoke special hyper reaction. Older people, in turn, are trying to avoid coffee because at this age they are taking special care for their health. Thus, the typical segmentation in the sector can be represented in the following way: Demographic characteristics: men and women from 20 to 45; single/married/married with children; elderly people who prefer decaffeinated coffee. Economic: low, middle and premium segments; Consumption habits: regular buyers, random buyers; those who prefer to drink coffee at coffee bars/ those who prefer to drink coffee at home / those who prefer take-outs; those who prefer to drink coffee alone/ in a company; Psychographical characteristics: people who lead active style of life/passive style of life; people who prefer status/price/taste/convenience; businessmen/students/working people. (Cateora, 1990, p.116) Thus, it is obvious that market segmentation is follows four major criteria in order to distinguish certain groups and clusters. Nestle’s segmentation is quite thorough what helps the company to understand the needs of each separate group and satisfy those needs in the best possible way. Moreover, thorough segmentation allows the company to focus on specific segments, or simply saying to distinguish target segments. Thus, Nestle’s â€Å"Nescafe† target segments are: 1. Married and married with children people who prefer to drink coffee alone at home and buy instant coffee on a regular basis. It is caused by the fact that those people are oftentimes busy and they do not have time to brew their coffee. Moreover, those who have children usually face the problem that if they leave the coffee in the coffee machine, their children might tempt to drink it. Moreover, oftentimes there is too much coffee left in the coffee machine, which means the unnecessary waste. Yet, if you leave, it is going to be not fresh. Englishmen, however, prefer only fresh coffee. 2. Students who simply do not have coffee machines and prefer instantaneous coffee, which they can easily make at any given time. Generally, the main target segment of Nescafe are people with high or more than average income. Moreover, it is important to notice that Nestle targets younger audience. That is why , it is very important for the company with such a strong brand as Nescafe to distinguish the core values for this type of customers. Such values are individuality, independence, pleasure, self-confidence. Thus, the brand is positioned as the one, which has extraordinary taste that you want to enjoy every day. Promotion. Segmentation and targeting are preliminary stages that allow the company to understand what tools of promotion will be the most effective for the given brand. In our case, Nestle uses various tools of promotion. Large-scale advertising. Nescafe is advertised using a wide range of different media – TV, radio, printed media and Internet. Corporate site and brand site are believed to be an excellent tool of promotion, as it can host a good deal of detailed information about the brand. In fact, Nescafe has its own web-site separate from the site of the producer Nestle. Nescafe site was created in order to give its target audience ampful information about the product and the brand in particular. Moreover, the company believes TV commercial as an excellent method to keep brand awareness and brand recognition about the brand on the highest level. The key message that is being delivered is that Nescafe is a wonderful taste that needs to be enjoyed and enjoyed. Global commercial portraying woman in a peculiar garment trying to become unnoticed by her husband to be able to enjoy Nescafe alone is the best proof of that. Thus, we can see that brand managers of Nescafe are emphasizing physical qualities of the product, specifically its taste. Publicity. Publicity is achieved by creating different kinds of informational grounds. It can be sponsorship of certain events that are covered by different types of media. It can be informational articles discussing the problem of coffee-drinking. It can also be different special events that are also covered in media.   For instance, in 2004 in England there was a contest the winners of which could experience a luxury balloon flight and stay in the country hotel house. The event was transmitted via TV. This was a great informational ground and thus the cause of publicity. The main message that is delivered via publicity is that Nescafe is a reliable trustworthy and responsible brand. Thus, drinking Nescafe one can be sure of its exceptional quality. In other words, publicity is aimed to ensure good reputation of Nescafe and ultimately to form a strong brand loyalty of customers. Sales promotion. Especially popular are different contests and point of sale promotion, where the company used sampling to enhance brand awareness, to increase the level of initial ties and stimulate people to experience the taste of Nescafe. For instance, a lot of corporate Nescafe mugs are constantly given with the purchase of certain brand products. Moreover, special place is given to merchandising, as the company recognizes the importance of the fact that the product should be very appealing while being on the shelf, especially it concerns the instant coffee in bags, which is usually purchased at the very last minute. So, it is important that it is situated closer to the cash register In such a way, brand promotion that used by the company is based on the variety of tools. Moreover, it is important to keep in mind that those tools should be congruent with the target segments. Target segments, in turn, might be distinguished only as the result of thorough market segmentation using as many criteria, as possible.   Nestle makes emphasis on advertising, different PR activities (sponsorship, special events, publicity), and sales promotion. References Applbaum K. â€Å"The Marketing Era† Routledge, New York, 2004 Brown S. â€Å"Imagining Marketing: Art, aesthetics and the avant-garde† Routledge, London, 2000 Cateora P. †International Marketing†, 7th ed. Irwin, Homewood, IL, 1990 Laforet S. (1999)  «Managing Brand Portfolios: Why Leaders Do What They Do† In Journal of Advertising Research, vol.39, p.23 Parsons A. (1996) â€Å"Nestle; The visions of local managers† In The McKinsey Quarterly, no.2, pp.21-22 Nescafe official web site. www.nescafe.com Nestle’s official web site. www.nestle.com How to cite Marketing Analysis, Essay examples Marketing Analysis Free Essays As part of a multinational marketing policy, in this cases for Enshrines, the term local marketing means specific marketing actions and appropriate at the scale and geographical particularities of each potential market. Whether international or local marketing they are based on the same concepts. But, at an international level, the marketing approach is more difficult and we have to consider more important points. We will write a custom essay sample on Marketing Analysis or any similar topic only for you Order Now At an international level, we must learn more about culture and differences between each cultures to avoid cross-cultural risk for example. We can summarized that the international arresting differs from domestic marketing in that we have to take care about more facts like socio-cultural particularities or figures. Then, international marketing is more difficult to understand than marketing at a local level. To fix more at the expectations of customers, companies can do a global marketing strategy which is a marketing concepts of a global strategy with local adaptations. In this cases, Enshrines do a global marketing. Marketing concepts approaches A marketing strategy firm is a step of reflection and study with the goal of being as close to matching demand and supply. This approach is in the heart of the strategy of the firm. The goal for the company is to focus on increasing revenues, market share and customers by constantly differentiation, adjustment of supply solvent and increasing economies of scale. This process takes place in three steps : the segmentation, targeting and positioning which is corresponding to the three phases S. T. P (Segmenting, Targeting, Positioning) of the Framework of Dawn Jacobin. Ð’Â « up Ð’Â » Here, the Ð’Â « UP present correspond at the conceptions approaches of the Enshrines to its market. Price : For the France market, Enshrines have large range of price. Count 1 79 to 1800? for a machine. For the pod, they cost approximately 0,35? per pod which is less than a coffee in a traditional coffee shop but more expensive than a coffee in filter. The do differentiation by premium but often, they put promotion offers on machine, in Christmas time for example. Product : They have a large range of product. Each range count 3 – 6 machine per range, all design, refine and modern. Enshrines apply a luxury policy for each product. For the pod, Enshrines do a color code, to facilitate for the client to recognize their favorite coffee. Also Nestle sell Ð’Â « must-have Ð’Â », all print Enshrines Ð’Â » like cups, sugars, gift boxes†¦ Promotion : For their communication policy they inspirited by luxury brand. Enshrines do also a large communication and a restricted distribution which reduce the price sensibility of customers. Enshrines are innovative also because they create event and they were first at launch with mobile marketing Enshrines have a strong advertising policy. They spend MM? per year and MM? just for France which represent 20% of their turnover. In 2006 they launch the Ð’Â « saga Clooney Ð’Â » with the famous slogan Ð’Â « What Else Ð’Â ». With this strategy of personalization, they improve their brand’s image, conquer synod impious of coffee excellence. In internet : MM link about Enshrines in Google, KICK visit on the official website and nearly MM faceable fans. Place : Enshrines select precisely their resellers. They sell in Enshrines shop, on the internet. Moreover, in France Enshrines have choose larges specialized store like Fauna or Ballooner, large Ð’Â « premium Ð’Â » store like Galleria Lafayette, Culinary. They also do mail order selling with La Reroute or Less 3 cuisses. Segmentations, Targeting Positioning Segmenting a market is a marketing technique that involves subdividing a market according to various criteria. The next step is to create a representation of a group of consumers sharing some common criteria that can be geographical, psychological, ethnic, cue Trial, demographic The goal is to then define a product so to make it attractive to a consumer group. Subgroups must be defined and identified to be measurable, homogeneous, substantial, relevant and attainable. Targeting is to choose the segment or segments of a population (see segmentation) likely to buy a product. This phase allows for an assessment of he relative attractiveness of each segment for the product or service. Ultimately, this allows the company to choose what(s) segment(s) can be targeted based on its products, and depending on the expected profitability. At first,the positioning it is to identify the specificity of a company, a brand, a product or service that allow differentiation with the competition. In a second step, the positioning is to define the nature and specific features that you want to provide the product, brand or company to differentiate themselves in the market. The positioning differentiation allows a product to be perceived s one by a group of consumers (see segmentation). For Enshrines, they apply the same segmentations, targeting and positioning ATA local level and at an international level. They are working on the coffee market especially in the coffee in pods. Then, they are concentrated on the segment of coffee in capsule specifically in a premium segment. This is a niche positioning. For this, Enshrines target their customer about : socio-economic criteria, about their income, specifically on middle to upper class (SSP+). And Enshrines target also by cryptographic criteria, people who are attract by new technologies. Often this kind of customers are concerned about quality and design seduction. About the age, Enshrines focus on the segment 30 to 50 years old. At the beginning they start on BIB market but it was a fail then they repositioning on a BBC market. Customer acquisition Thanks to their particular knowledge on marketing, they try to make the coffee, which is at the beginning, a current product a luxury product. For this, they convince the potential customer to invest in a Newspaper’s machine to be an active member of Ð’Â « club Enshrines Enshrines want also to offer at customer’s an professional express at home without the big tradition anal ND expansive machine. Thanks to their innovation, Enshrines can propose a real express at a small price. They attract their customer to with a large and famous promotion on media like TV advert or sponsoring. Customer retention Indeed, the brand managed to create a combined product offering, which involves the initial and only purchase of equipment , followed by its regular purchase refills for it to continue to operate. Strategy future trends About the strategy, Enshrines is a very good example of a strong understanding of the market and future trends. In spite of many competitors Taoism, Senses, etc) They are leader of pods coffee market, in machine innovation and customer’s fidelity. Thanks to the steady increase of the segment in portion’s coffee market, they can apply a differentiation and an innovation policy. To difference themselves about competitors they made for example Ð’Â « grand crush which are an exception anal coffee, they created ingenious machine with sweet design and developed an unique client service. Moreover, they work on an exclusive distribution (in closed circuit). The distribution of sales are made 50% on internet, 25% by phone and 25% in shops. They have their own network for the distribution implying that reduce of cost, fast of launch but it restraint the market and demanded heavy investments. But to avoid problems, Enshrines have signed a co-branding contract (Usurps/Magic) which involve a selective distribution in France for example. For their BIB, they created NBC (Enshrines Business Coffee Solutions) to help and customize at best Bib’s services. P Estes Politic : Enshrines wish to fight against all pollution’s form and they try to develop CEO-responsibility in customer’s behavior. Economic : Coffee sell are decreasing but segment valor of this market still increase (+3,6 n 2009) Increase of market valor in pod segment Enshrines have a lot of competitors like Taoism or Sense. The price of raw materials still increasing. They have also a strong Ð’Â « concurrence Ð’Â » of substitute in hot drink like the thee or milk which, for example, is a strong danger in Asian country because they prefer thee as coffee. Increase also of price consumption which involve lower coffee consumption because of the increasing of coffee price. Social : Coffee is the most consume drink with a high social valor symbol of social integrity. For several years, we can see an emergence of the monadic market, tit the implantation’s of many Struck for example. Mode of consumption are also changing : people take more and more care about gustatory pleasure. Nowadays time of meal is reduce and more and more people are force to adopt a fast lifestyle. A tendency for individualism which is link the 1 pod systems of Enshrines. The traffic coffee is the leader in the market and its also the customer’s preference. There is also a growing awareness of the customers for production methods and processes. Technological . Enshrines make constant innovation (at pods level or machine level) which is strong advantage between the competitors. Nowadays, Internet service providers are still increasing and an increase of the access internet involve the increase Of the segment Of online shopping. Ecologic : Customers are more and more sensible about sustainable development and about protection of the environment. We can see also an exponential wave of consumption of organic products and ethically produced product. Legal : Nowadays more and more patent are submitted. The patent which protected the pods fell in the public domain in 201 2 which open the market at the competition. In France for example, rules about laity of coffee consume are voted like in October 2001, the French minister for a decree about sells of coffee, the packaging and the composition of the coffee. How to cite Marketing Analysis, Essays

Compare the ways in which the writers have used narrative point of view to develop their works Essay Example For Students

Compare the ways in which the writers have used narrative point of view to develop their works Essay In both Woman at Point Zero by Nawal el Saadawi and Like Water for Chocolate by Laura Esquivel, the narrative point of view is used to inform the reader of the political and socio-cultural context of the situation in which the protagonists find themselves. The narrative voice supports the way we react to certain issues within the texts. Narrative point of view is communicated to the reader in a variety of ways; including authorial intrusion, use of imagery and the way the narrator selects the anecdotes, themes and settings. Esquivels narrator is the great- niece of the protagonist, and el Saadawis narrator is herself, the psychiatrist who tells the story of Firdaus embedded in her story. In both instances one would expect the narrator to be biased towards the protagonists because of their special relationship with the protagonists. We will write a custom essay on Compare the ways in which the writers have used narrative point of view to develop their works specifically for you for only $16.38 $13.9/page Order now Both writers successfully portray the traditional oppression of women through their imagery and hyperbole. A few of the obvious forms of imagery used are: gustatory imagery, thermal imagery and visual imagery. In Saadawis work the oppression is embedded within the Islamic traditions as well as the lack of gender equality. In Esquivels work there is an obvious lack of gender equality, however the aspect of traditional oppression that most affects Tita, is the burden of family tradition. In Saadawis novel, hyperbole is used to accentuate the inequality, which the Egyptian women face. Through this hyperbole el Saadawi is able to communicate the harshness of society to the reader. (example of hyperbole here) In Esquivels work, hyperbole is used to emphasise the point and capture the readers attention. The house became a battlefield. Slammed doors were the order of the day. This emphasises the anger that was circling the house. Gustatory imagery is a key aspect to both novels and supports both authors in successfully portraying the oppression of women. In Saadawis novel food represents the inequality of gender; apparent through the fact that women are always being left to eat the scraps. When Firdaus is able to pay for her own meal, it is obvious that she is radiant with joy and excitement. The fact that she is only able to pay for this meal due to prostitution does not reduce her pleasure in her newfound independence. I realised this was the first time in my life I was eating without being watched by those two eyes gazing into my plate to see how much food I took. To Firdaus, this meal represented freedom. In Esquivels work the structure is based upon twelve recipes (with one recipe at the beginning of each chapter), which are metaphors for what you can expect throughout the chapter. It is evident that the way Tita produces and presents her food depends on her emotions. When she is joyful, her food is flamboyant and tasteful but when she is upset, her food is dull and sour. The representation of food also has a major role in Esquivels novel, as the title is a Mexican expression that refers to the making of hot chocolate, in heating it boils vigorously, so an extremely agitated person is said to be like water for chocolate. An example of this is when Tita was preparing a meal whilst being disturbed by all the events occurring in the house; Tita was literally like water for chocolate she was on the verge of boiling over. Repetition is used in both novels to show the importance of certain events in the lives of the characters and their importance to the central themes. For example, in el Saadawis novel, we are constantly told of how Firdaus faced relentless child abuse and how she was persistently mistreated by men. And in Esquivels work, the repetition is used to develop the structure of the novel, as the novel is set out into twelve different sections, which all begin with recipes. This initiates the repetition of food throughout the novel. It is obvious that one of the central ideas in Esquivels novel is the emotional tie people have to food. Esquivel uses repetition to convey this theme; the most obvious form of repetition within the story is the structure of the novel. Esquivel also commonly speaks of how Tita grew up making and preparing food, and that as a young girl she would stay in the kitchen with the familys chef, watching and learning how to cook. Esquivel also frequently shows how the ar omas and tastes of the food affect the feelings of the household. .u941ca5db941b1b6207f7eb2346629794 , .u941ca5db941b1b6207f7eb2346629794 .postImageUrl , .u941ca5db941b1b6207f7eb2346629794 .centered-text-area { min-height: 80px; position: relative; } .u941ca5db941b1b6207f7eb2346629794 , .u941ca5db941b1b6207f7eb2346629794:hover , .u941ca5db941b1b6207f7eb2346629794:visited , .u941ca5db941b1b6207f7eb2346629794:active { border:0!important; } .u941ca5db941b1b6207f7eb2346629794 .clearfix:after { content: ""; display: table; clear: both; } .u941ca5db941b1b6207f7eb2346629794 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u941ca5db941b1b6207f7eb2346629794:active , .u941ca5db941b1b6207f7eb2346629794:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u941ca5db941b1b6207f7eb2346629794 .centered-text-area { width: 100%; position: relative ; } .u941ca5db941b1b6207f7eb2346629794 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u941ca5db941b1b6207f7eb2346629794 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u941ca5db941b1b6207f7eb2346629794 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u941ca5db941b1b6207f7eb2346629794:hover .ctaButton { background-color: #34495E!important; } .u941ca5db941b1b6207f7eb2346629794 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u941ca5db941b1b6207f7eb2346629794 .u941ca5db941b1b6207f7eb2346629794-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u941ca5db941b1b6207f7eb2346629794:after { content: ""; display: block; clear: both; } READ: Unemployment EssayThis is repetitively re-stated in order to support the central idea of the novel. In Saadawis novel, repetition successfully emphases how punishing Firdaus childhood was. This repetition is an interpretation of el Saadawis bias, and it shows how she is constantly trying to portray the central idea of the novel, being the oppression of women. Saadawi commonly speaks of how her father was very abusive and never gave any of his family members anything, including a sufficient amount of food. Saadawi also continually speaks of Firdaus obsession of looking deep into the eyes of everyone, and how Firdaus could distinguish between people by simply looking into th eir eyes. Saadawi commonly refers to the two eyes, because it displays how Firdaus is not able to trust anyone, after all the mistreatment she has faced. It also portrays the evil in the eyes of the men and the fear in the eyes of the women. Those eyes were not the same eyes that were there to catch me when I fell. This quote is from when Firdaus was describing how she could tell that the lady her father said was her mother, did not have the same eyes, as the woman she remembered to be her mother, and therefore did not evoke the same emotional response and feelings of safety. The authorial intrusion in both novels plays a key role in the way the reader interprets the story. Due to the issues that were occurring in Egypt at the time Saadawi wrote her novel, it is obvious that Saadawi had a political view of feminism, which she demonstrated through feminist principles in her portrayal of the protagonists responses to certain situations she experienced in her life as an oppressed Egyptian woman. Esquivel wrote her novel in revolutionary Mexico, during the turn of the 18th/19th century. The narrators point of view is that the protagonist should not be bound by strict family rules, which have always prevailed in Mexico. Esquivel uses the fact that society is changing so quickly in the political sense to show this inconsistency between the society in general and private lives. In both novels the way in which the authors select the anecdotes is a key contributor in displaying their opinions. The fact that the authors have the ability to add any information they see fit, and can also supress information they do not want the readers to see, means that they can further increase their bias and affect the opinions of the reader. To conclude, the way both authors use specific crafts to enhance the key ideas of the novels is supported by the narrative point of view. This point of view is relatively biased, due to the circumstances the novels were written under. However, this bias is somewhat irrelevant because even looked at independently the circumstances of the times invited the same stance as that taken by the authors.