Obasan Essays - Japanese Canadian Internment, Obasan, Joy Kogawa

Obasan I decided to read the novel by Joy Kogawa entitled Obasan. The novel was written in 1981 and told the details of how the Japanese were discriminated against during World War 2. The author's main purpose was to educated the reader on how hard life really was for her family and other Japanese Canadians living in British Columbia, and especially in Vancouver. Joy Kogawa tried to show how ignorant British Columbians really were, and that we still do not fully understand what really happened during the war. She also tries to teach Canadians the culture of the Japanese. The novel starts in the seventies with Naomi a teacher in Northern Alberta finding out that her uncle has died. When Naomi returns home to console her Aunt Obasan, she begins to relive the difficulties of her life. She recounts the struggle against the government and themselves while trying to stay in Vancouver. Naomi is very small at the time of the war and did not really fully understand what was happening to her race. The novel recounts the struggle of Naomi's Aunt Emily to ensure that her family would be together in whatever place they were sent to. Aunt Emily wanted to head east to Toronto, but was unable to get the documentation for the entire family which included her sister children, who she was taking care of. The novel discuses the camps that the Japanese families were sent to in Hastings Park during the war. It described the treatment the families received while there, including the lack of food and the smell of manure. Naomi during this time was being sexually molested by her next door neighbor and did not tell anybody about this. Naomi seems resentful during the novel, as she comes across as a quiet little girl, who does not seem to interact with many people. Aunt Emily finally finds a place in Slocan for the family to go live, but just before they leave finds out her and her immediate family could go to Toronto. This leaves Aunt Emily going to Toronto and everybody else moving to Toronto. In the end almost everybody ends up dying. The novel had many strengths and weaknesses. One strength that really got to me is the great detail in how the Japanese were treated, though they were Canadian citizens. Obasan also taught me a lot about the Japanese culture and background. I enjoyed learning that it was custom to take a bath with your family when you were younger. I also learned that the government took away the vehicles of the Japanese and auctioned them off, which really shocked me. Joy Kogawa also brought in a good insight about what the Japanese Canadians were really feeling and going through during these tough times. On the flip side there were also many weaknesses in the book Obasan. One major weakness was the failure to distinguish between present time and the past. There were to many times that I did not realize that Naomi had switched into a flashback or vice versa. This left me rereading many pages over. I also did not like the way that the novel would drag on. It sometimes failed to have much to do with the rest of the story, and is to wordy. I believe the story could have been told in about one hundred and eighty pages instead of the two hundred and fifty pages. I think that the novel could have also gone into a little more detail about the living conditions at Hastings Park, and also a political aspect of why this was happening to these people. All and all I would have to say this novel helped me a lot in understanding what happened during the Second World War. Before reading this novel, I would have to admit that I really did not even know this happened in Canada, which is really sad. I did know though that the Japanese in the United States were sent from the west coast, but did not realize that it reached the west coast of Canada. Obasan is a very good novel for anybody who did not know what happened during the Second World War. I would

Ask yourself these questions when deciding if you should move for a job

Ask yourself these questions when deciding if you should move for a job A job offer in a new city, state, or country can be a hugely tempting opportunity. Change of scenery! New job! New people! Excitement! But before you make this huge life decision, there are some questions to ask yourself first. Is this really what I want?A job may look like the total right fit on paper- it’s in your field, it’s more pay, it’s in a city you’ve always wanted to live in. But before you say yes, think about what this job means for your goals. Will you be able to grow in the job? How does it align with your career goals? What is your next step after this job? It can seem premature to start thinking about your next job, but if this isn’t a role where you’re going to be able to grow and evolve in your career, you’re changing an awful lot in your life to take it.How stable is this job offer?This is also a chance to do a little extra digging on your potential company’s future. If it seems like it’s on shaky ground , your awesome opportunity may turn quickly into sudden unemployment. If you can, seek out feedback from others who’ve worked there before. If you start seeing patterns like high turnover or major disgruntlement from former employees, then you might want to give some second thought to whether this is the job and the company you hope and expect it will be.How will this affect my personal life?Let’s put the career move aside for a second- what about outside of work? If you’re moving alone to this new place, are you ready for the challenges of doing a new city or town all on your own? What are your resources going to be? If you’re moving as part of a couple or a family, it’s time to consider their needs as well. Will you be happy while your spouse is miserable and unable to find a job? Will your kids need to be uprooted from friends/school/activities? Work-life balance is essential in any career, so you need to think about how your home life will be c hanged by this work move.What are the costs and the logistics of moving?If you’re accepting a new job in a new city or town, your new company may cover moving expenses, like moving trucks, car rental, temporary housing, or realtor fees. But the company might not. Before you accept and commit to moving for this new gig, be sure you’re aware of what your new company will- and won’t- cover to get you there. And it’s not just the obvious moving costs as well. Will you need to buy new furniture? What are average housing and living costs in your new place?If a move is going to cost you thousands of dollars, and this isn’t reflected in your new salary, then you’re making a huge financial commitment as well.Grabbing a new job and moving to a new place can be exhilarating, and a great jump-start to your career. But before you sign that offer letter and start packing the U-Haul, it’s important to think long and hard about whether it’s tr uly the right choice for you.

Corporate governance Essay Example | Topics and Well Written Essays - 2000 words

Corporate governance - Essay Example However, with tightening the belt on the expenditure Stamford International could realize a fruitful financial year as the previous year. With a successful previous financial year, the company has been reluctant to ensure that all expenditure and incomes in the company are appropriately analyzed. The company needs to streamline all the departmental heads. The departmental head should ensure all expenses in the departmental are tightened in order to provide extra cents in value in the earning per share. The effort the staff had displayed did not continue. We had achieved more than the company’s expectations. This made all staff members relax. If this continues, the earning per share may reach a record low value of 3 cents per share. Regardless of the internal conflicts a company has; the investors and stakeholders should not be dragged to the mud. The current situation may result to stakeholders selling their shares at a lower price. In this first quarter, the value per share i s at 47 cents. This is a 5 cent deficit from the previous year’s first quarter earnings. If all departments could maximize their efforts, the company would even be able to exceed the value of 52 cents per share. The earning 52 cents per share in one quarter shows the potential of this organization. In the board meeting we had after the first results of this quarter, all the shareholders had recommendations and corrections they would have implemented. These recommendations would enable the organization to add the value of its share. From the meeting, I realized the company was not operating at its full potential and with adjustments department head could increase the output of the company. It was also generated from the board meeting that investors would abandon the company if we do not register I higher share value in the second first quarter. Additionally, if this scenario does not change, shareholders may opt to sell their shares at lower prices in order to avoid getting ve ry low dividends. This meant that the second quarter of this financial year would be the determinant of whether or not the company will retain its shareholders and investors. The move to start streamlining the company from the departments is the fact that some departments played a significant role in the declining in the value of the company’s shares. For instance, the procurement department contributed to a 2 cents loss per share. This loss was generated from bad inventory the department had received. The negligence of this department made the company incur expenses in replacing the bad inventory. This expense could be avoided if the department was under proper management. In my opinion, the public presentation of the earning per share should be increased in figures. However, these adjustments should be made in consideration of what the earning peer share could be if all expenses remained constant in all quarters (6). The company should also use forecasts in planning the adj ustment. However, forecasted figures developed should be accurate. The agreement should also be jointly be reached upon by the management and board members. In my opinion, the management should consider increasing the earning per share by 5 cents. In adding 5 cents on the current 47 cents per share, the value will rise to 52 cents per share. Since we are at the first quarter, 52 cents earning per share will portray a good progress among the stakeholders. This will also lead

Analysis of the Film The Women Essay Example | Topics and Well Written Essays - 1000 words

Analysis of the Film The Women - Essay Example Although the characters of the film were from upper class Manhattan who were supposed to be independent from men compared to most of their female counterparts during their time, their lives and their perceive importance is still tied up to men. The story revolved around the cat chase between Mary Haines (played by Norma Shearer) and her philandering husband Stephen (who was not seen in the film) who has to battle it out with the gold digging counter girl Crystal Allen (played by Joan Crawford). Yes the women in the film were assertive only that their assertion revolves around men that were never seen in the entirety of the movie. Given the theme of the movie, it would be appropriate to discuss the following aspect in the film; Status, relationship, and emotional life. Status and motivation Status is stressed in the analysis because given the status of women in the film (Mary Haines and company), they could be anything they wanted if they chose to be. They were wealthy. Yet, even with their financial independence, their sense of victory, particularly the character of Mary who has to battle it out with Crystal was centered on men. ... Basically, the ethos of the film was still women using their sexuality to win a man despite the absence of lewd representation. The men on the other hand were portrayed to be a â€Å"catch† especially in the case of Crystal who is in the quest of hunting married men who could support her. The film stereotyped women as dependent to men and Crystal’s gold digging tendency is the extreme side of it while Mary only highlighted it by equating her worth and victory as a woman to winning her man. Relationships Relationships were a central aspect of the film The Women. It showed how women in the 1930s put so much importance in the relationship with their men that their value as a person is tied with it. This is not to downplay the importance of relationship only that in the film, The Women’s worth seemed to be tied up with them. This transcends to their personal worth which is the case of Mary to their economic well being in the case of Crystal. Whatever angle it is look ed at, it still portrayed dependency. This was highlighted in the characters of two main protagonists Mary and Crystal whose circumstances only aggravated the portrayal of women. In the case of Mary, women are stereotyped whose lives revolve around men. This was aggravated with the discourse of the film where they are always involved in gossips, an unproductive activity that suggests that they have nothing better to do. It also diminishes their status, despite their wealth and financial independence because it communicates that they cannot be productive. With Crystal, women are stereotyped to be dependent to men who cannot fend for themselves that they have to find a man who will support her. Her portrayal as a gold

Current Issue Paper Term Example | Topics and Well Written Essays - 1250 words

Current Issue - Term Paper Example Although slums had became common by the end of 20th century and dominated a major part of United states Of America and European society ,evolution of slums had taken place in New York City. History says that Five Points slum area was initially a lake namely Collect. Soon slaughtered waist and garbage started to dispose off at the location of the lake Collect. As the hot summer poured in during the ages of 1800’s, the lake with all sorts of garbage had gone dry with no sign of sanitation taken into account. That was the time when the first slum namely Five Points slum started to originate on that location. People from different nationalities who thought New York City as the key to opportunities and had migrated to the city, had to accommodate at the Five Points slum (Moreno 32). In Europe, slums had gone common by the ages of 1920’s during the Victorian period. Charles Dickens, one of the greatest novelist and realistic writer, defined slum as low and an area of bad housing system. According to a census held in 1920, there were 25,000 slums present only in America (Rogers 33). With the increasing number of slums in any country, economy is deeply affected. At one hand, many political powers seek measures to demolish or upgrade slums for their political interest. These political powers encourage the migration of individuals and families from rural areas to urban areas in order to secure their voting blocks. On the other hand, slums cover major of the population in many countries. In order to strengthen a nation economically, slums need sincere attention. The residents of the slums should be offered rights just like any other citizen. Their life styles and lives should be modified not for personal means. Economy can never prosper when slums and people in slums exist. The influential business tycoons also seek to conquer this small urban settlement area for their personal means and not for the

Milk Brands In Mauritius

Milk Brands In Mauritius Literature review is a critical and an evaluative summary of the themes, issues, and arguments of a specific clearly defined research topic. The aim of this chapter is to review the points of findings about the title how milk brands affect the purchasing decisions of consumers. 2.1 Brief History on Milk Brands in Mauritius Mauritius imports milk powders from Australia and New Zealand. The milk powders have different brand names such as Farmland, Twin cow and others all depend the countries, which it come from. Once it reaches the home country, it is being channeled to two or more industries in Mauritius for its packaging. Then, it is being sold in bulk to shops, super and hypermarkets. Companies such as Innodis Ltd, ISO Pack Ltd, Eden vale Distributors Ltd, and other pack the different milk brands and distribute them. However, Mauritius imports milk from other countries because its consumption has rapidly been increased. In addition, importation of milk is becoming necessary for Mauritius due to increase in demand of branded milk by Mauritian clients. Regardless to the price and quantity, quality of the product has always been the main factor for customers in their product selection. Branding plays a key role in the recognition of the product. The annual consumption of milk in Mauritius is approximately nine millions litres which is equivalent to 12% of the total consumption of different brand names (Hulman et al., 1990). There is a rise in the demand for milk in Mauritius. In 2013, the Mauritian customers are moving towards mostly Farmland due to its quality and advertisement on T.V and radio. In our island, the brand names for milk have substitutes due to the different brand names available on the market. Thus, if we are not satisfied with a particular milk brand, we always have the choice to opt for another brand. According to AGA Webmaster FOA (2013), the aim is to ensure milk brand marketed in Mauritius are affordable and the emphasis on Human Resources Development (H.R.D) and provision of inputs and services to enhance production and milk brand processing to facilitate marketing in Mauritius. In the year 1971, the Milk and Meat Project Food and Agriculture Organization (FAO) interpreted that, there is a lack of supplement limited milk production. Furthermore, it was not determined whether it was energy or protein in the supplement that was important, and the basal diet of cane tops and grasses was not evaluated. The FAO has proved that milk yield could be increased significantly by better feeding and management. 2.2 Elements That Influences Consumers Towards Milk Brand Through advertising, design and media commentary milk brands have made its place in the market in Mauritius. This leads branding to give an image of the product to consumers to make a purchasing decision. As per Pearce (2013), the elements that influence consumers are as follows: NAME LOGO TASTE FONTS COLOR SCHEME PACKAGE GRAPHICS SHAPES These points above shared an advance information about implicit values, ideas, benefits and as well as it developed the personality of the consumers while buying the product. Consumers face purchasing decisions nearly every day. Hence, they established a willingness to purchase brand products. Consumers purchasing decisions of brand milk have created certain attributes and interactions in recent years using several methods by means of both qualitative and quantitative (Anon, n.d). 2.3 The Importance Of Branding When Consumers Take Purchasing Decision According to Kotler (1994), Branding is the best way to establish the authority, niche and credibility and authority of individual and business. In other words branding is not only convenient for business or for repeated customer but also easier for others to filter out the countless generic items. The bargaining power of Mauritius is limited. Recently, in an article published on the website businessmega, it was found that about 10,000 metric tons of milk powder is imported on a yearly basis depending on demand and consumption, which is less in quantity in comparison to other countries. The Executive director of La Trobe ltd, Mr. L. Wong and the supplier of Snowy milk stated that local distributors have the entire influence over the prices (Anon, 2011). The importance of branding is as follows: Branding communicates information about the business. Share all types of information about the product to the market. It establishes an identity in order for consumers to recognize the product very well. Branding gives consumers the assurance that the entire products they buy are trustful and enable positive responses from the latter. Branding gives a strategic position in the market and through this, company eventually leads to increased profits. Branding shows an advance details for example: Cost of the products Packaging Marketing and advertising strategies Distribution channels and so on. Branding is the powerful factor in marketing, which helps consumers in taking purchasing decision. When the client is satisfied with a given branded product, they tend to revert to the same brand supplier, (Badgujar (Roll No.04)). 2.4 Brand Awareness To Consumers Donald (2010) defined brand awareness as the customers ability to recall and recognize the brand under different conditions and link to the brand name, logo, and so on to certain associations in memory. That is brand awareness encompasses both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Brand awareness is of critical importance since customers will not consider a particular brand if they are not aware of it (Donald, 2010). However, Epstein (1977) argued that human and brand personality traits share the same conceptualization but they differentiate in terms of how they are created. There are three types of brand awareness, which are as follows: Top-of-Mind Awareness occurs when the companys brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer is Kleenex, which is a top-of-mind brand. Aided Awareness occurs when a consumer reads a list of brands, and expresses familiarity with companys brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs when the companys brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. These three types of awareness above inform consumers about some objectives that a good brand of milk product will achieve include: Motivates the buyers Concretes user loyalty Delivers the message clearly Connects the consumers target prospects emotionally Confirms the consumers credibility In Mauritius, almost everyone consumes branded milk such as Anchor, Farmland, Snowy, Red Cow, and others on a daily basis. 2.5 Milk Brand Production And Milk Pricing Branding can result in higher sales of other types and varieties of product associated with a specific branded product. Branding should also analyze by more than the difference between the actual cost of a product and its selling price and they represent the sum of all valuable qualities of a product to the consumer. The branding concept here is taking into account complexity of human behavior and benefit of consumers. Our country import milk from various countries that increase the consumption and the productivity of dairy product in Mauritius. Other countries such as Europe, Australia, and New Zealand and so on are also the exporters for Mauritius. Europe produces milk, New Zealand produces Red Cow and Australia produces Snowy milk, Farmland, Dolly and Anchor. Furthermore, the price hike of imported milk is forcing people to diminish consumption. Multiple actors show the situation will not improve and local production is the only way out. 80% of the milk consumed in Mauritius comes from Australia and New Zealand by Olivier Masson, 2 July 2007 Port Louis. According to Lake (n.d), branding is ones identity in the marketplace. She stated that, it is crucial to realize that packaging always either has a negative or positive influence on the buyer. A negative impression can detour a potential client, just like a positive reaction can influence a customer to buy. She also said that one should pay special attention to packaging when a new brand is launch. This is because many people often do not pay close attention to the packaging if it is a popular brand. How can you package your brand so that it is an integral part of your business and represents a strong identity? Keep in mind that we are not speaking that packaging has only a box, which contains a product, but as a medium, that reflects your companys brand and image. The following common business tools represent packaging: Business cards and stationery Web site Answering system Email address Food packaging is packaging for food. It requires protection, tampering resistance, and special physical, chemical, or biological needs. Milk plays an important role in peoples goal of eating healthily and having an active lifestyle. Milk manufacturers therefore are riding this trend by introducing milk brands that are aimed at health-conscious people. Extracted from the Inspiration Hive, Daily Inspiration on July 9, 2012. With the statement, packaging is a way of formulating a feasible marketing strategy for milk brand. The products presentation leads to a competitive pricing policy and a well-planned advertising campaign will convince consumers to purchase the branded milk. 2.5.2 Preservation In Mauritius, almost everyone consumes branded milk such as Anchor, Farmland, Snowy, Red Cow, and others on a daily basis. Thus, branded milk imported in bulk from other countries and conservation plays is a major factor during these periods. The process of Ultra-high temperature takes place. That is, milk preserved by UHT processing does not need to refrigerate before opening and has a longer shelf life than milk in ordinary packaging. It is sold unrefrigerated in the UK, Europe, Latin America, and Australia. This process helps trade to take place and fulfill the choice, needs, and wants of consumers. 2.6 The Objectives Of Brand In Purchasing Decision Branding is a way to communicate to consumers about the types of products available in the markets. This gives rise to some objectives that should be taken into consideration while dealing with consumers, (Kotler et al. 2001). The objectives that branding should achieve include: Delivers the message clearly Confirms consumers credibility Connects consumers target prospects emotionally Motivates the buyer Concretes user Loyalty Therefore, to succeed in branding, companies must understand the needs and wants of customers and prospects stated by Kotler and Armstrong, 2008. Therefore, by integrating the companys brand strategies through the company at every point of public contact will lead to an increase in demands of products stated by Laura Lake. Taking into consideration the objectives of brand milk in purchasing decisions, marketers also focus in marketing strategies which are; promotion and promotion mix, tools of promotion, advertising and gaining the market share. 2.6.1 Promotion And Promotion Mix Based on Kotler, 1994, promotion is the fourth marketing mix tool. It is the different activities that companies undertake to communicate and promote its products to the target market. Nowadays, companies hire advertising agencies to develop effective advertisements, sales promotion specialist to design buying-incentive programs, direct marketing specialists to build database and interact with consumers and prospect by mail and telephone, public relation firms to supply product publicity and finally develop corporate image of the brand. Furthermore, the promotion mix consists of five major tools referring to Kotler, 1994, are as follows: Advertising Direct marketing Sales Promotion Public Relation and Publicity Personal Selling McCharty 1982, p.37, stated that promotion is concerned with telling the target market about the right product. Promotion includes personal selling, mass selling, and sales promotion. Through the statement of Kotler and McCharty, the aim of purchasing brand milk will lead to an effective measure to make better purchasing decisions. 2.6.2 TOOLS Of PROMOTION The four main tools of promotion are advertising, public relation, direct marketing and sales promotion which convey the message to the consumers. Advertising includes any paid forms of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In contrast, public relations focus on building good relations with the company by obtaining favorable unpaid publicity. Direct marketing is any form of personal presentation by the firms sales force for the purposes of making sales and building customer relationships. Firms use sales promotion to provide short-time incentives to encourage the purchase or sale of products or services, stated by Armstrong and Kilter, 1999. Tools of promotion encourage and motivate consumers to purchase brand milk along the benefits providing to them. 2.6.3 Advertising According to Armstrong and Kotler (1999), regardless to the budget size, advertising can succeed only if commercials gain attention and communicate well. Good advertising messages are especially important in todays costly and cluttered advertising environment. Two steps are involved: Firstly, creating effective advertising strategies begins with identifying customer benefits that can be use as advertising appeals. Secondly, to develop a compelling creative concept that will bring the message to life in a distinctive and memorable way. Advertising is also the integral part of our social and economic system. In other words, it is a co commitment of modern marketing, which helps the consumers at least in three ways to purchase brand milk, which are as follows: It acts as driving force in decision making. It ensures better quality products as reasonable prices. It saves good deal of time. 2.6.4 Gaining The Market Share Referring to Kilter, 1988, gaining market share is a key factor in reaching a leadership or number one position in any industry. However, gaining significant share requires careful planning, thoughtful well-executed market strategies, and specific account-by-account practical plans. Gaining market share is an extremely important component in the promotion of marketing strategies. Thus, it is difficult for a company to obtain loyalty without gaining high market share. Kilter (1988) also suggested that the five major strategies, which consist of price, new product, service, strength, and quality of marketing, advertising, and sales promotion, are important for a company. 2.7 Factors Of Brand Positioning Positioning is how a product appears in relation to other products in the market. It is one of the main factors that affect consumers perceptions of the milk brand. Brand positioning can help make or break a product depending on the effectiveness of its execution, (subtracted from brand by social). The factors of brand positioning are as follows: 1. Brand Attributes What the brand delivers through features and benefits to consumers? 2. Consumer Expectations What consumers expect to receive from the brand? 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers? 4. Price Price is an easy quantifiable factor and as well as the prices to compete with other companies. 5. Consumer perceptions The perceived quality and value of the companys brand in consumers minds (i.e., does the companys brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution and so on ), mentioned by Aaker and Keller 1990, Aaker and Keller 1992, Sunde and Brodie 1993, Dacin and Smith 1994, Bottomley and Dolye 1996. So, this take some time to create a thorough picture of the current market and how the companys brand fits in that market to determine the companys brands current position. If that is not the position you want for the companys brand, take the necessary steps to change it based on the gaps defined when the company analyzed the five factors above. 2.8 Milk Production In Mauritius Currently, in Mauritius we are producing 12% of our local milk production that is 12million liters per year. The government of Mauritius has been encouraging farmers to engage in milk production by providing loans facilities of up to Rs 50,000 per head (with 5% interest). Through this initiative, local milk production has increased slightly over the past years (local milk production was 2% in 2003). However, there are still several challenges faced by breeders and entrepreneurs in the diary industry: the main challenge is the high cost of production, mention in 2013 Nawsheens World, templates: Monday, October 31, 2011. Mauritius produces a few milk brands, which are as follows: Island Dairy Ole Twin Cows Candia Maurilait Over the past years, the cost of production has been continuously increasing mainly because of the price of animal feeds, hence reducing profitability in the business. Milk production will mainly depend on: Management of feeding programs Calf and heifer management Reproductive management of dairy cows Milking management Other husbandry practices related to animal health and welfare, housing, environment and bio-security measures, (2013 Nawsheens World, templates: Monday, October 31, 2011). However, as long as local suppliers cannot sustain our domestic market, no other stuff than milk is more linked with the drawbacks of globalization. 80% of the milk consumed in Mauritius comes from New Zealand and Australia, explains Jean-Cyril Monty, the officer in charge of the diversification desk at the Mauritius Chamber of Agriculture. The latter also suggested that, now that the price has risen by 40% since the beginning of the year 2007, people are diminishing their consumption. This rise in price, which he believes will continue with another 30% by the end of the year, is related to multiple factors outside our control. 2.8.1 Findings On Production Of Milk In Mauritius The quantity of milk produced by the village cows in this experiment (9.2 kg/d during 300 days) is higher than the average production of between 3.5 and 9.2 kg/d reported for the Government stations where cow feed is fed at the rate of 0.5 kg/kg milk. It is also relevant to compare it with the milk production of unsupplemented village cows (4 to 5 kg/d for a lactation period of around 225 days). Although there were only 23 (about 25%) Creole cows in the study their milk production potential appeared to be equal to the more exotic genotypes with a daily mean of 9.6 and 8.3 kg per head for a 301- day lactation in the Vacoas and Mapou areas respectively. This indicates that under these village conditions the Creole breed has a similar performance to the imported Friesians or their crosses. Mauritius milk production can sum up in the following ways: The village cattle breeders own about 11000 females over one year of age. This represents about 65% of the female national herd in this age group. The cattle are a side-line activity of the family. There are normally one to two cows per farm No forage is specifically cultivated for the cows. Forage sources include sugar cane tops, and shrubs and grasses, which are found on roadsides and on common land. The housing and shelter of the tethered animals is often rudimentary. Milk is sold to neighbours or to small scale (20 25 l/d) milk sellers who then distribute the milk. There is little or no use of concentrate feeds as supplements to the hand-collected forage. The cattle are a mixture of the local Creole breed and Friesians. Artificial insemination is subsidised by the Government and is widely used. Milk production is generally low (1200 1500 liters per lactation). There are generally relatively short lactations (about 225 250 days) and long calving intervals (15 18 months). On the basis that the small breeders make a major contribution to national production of fresh milk the work reported here was designed to investigate the extent to which productivity in this sector could be improved. As far back as 1956, Bennie reported that the local Creole cattle could double their milk production with improved feeding. In 1971, an FAO project on Milk and Meat Production suggested that the most important factor limiting milk production was the supply of a protein concentrate to the cow. This FAO project also demonstrated that milk yield could be increased considerably by better feeding and management. (By A A Boodoo, R Ramjee, B Hulman, F Dolberg* and J B Rome*). More recently, Dolberg and Rowe (1984), in reviewing experimental work done by the Mauritian Ministry of Agriculture on milk production, concluded that under local conditions greatest responses in milk production would be expected from protein supplementation. They referred to the work of Mapoon et al (1977) which showed that ground nut cake was more efficient then either a balanced concentrate feed, or a molasses/urea mixture, as a supplement for milk production; and to that of Gaya et al (1982) who reported that supplementation with cottonseed cake increased milk production more effectively than the formulated concentrate [emailprotected] In fact, similar increases in milk production were achieved with about half the level of cotton seed cake as commercial concentrate. A second advantage of cottonseed cake as a supplementary feed is that it requires no mixing. The project described here was designed to investigate and compare the effect of two types of supplements: the commercial concentrate [emailprotected] and the protein-rich cotton seed cake. In addition to the measurements of milk production the study provided the opportunity to investigate, the nutritive value of the most commonly used feed resources (see Boodoo et al 1990). Factors Influencing Brand Preference Kotler (1988) identified affective means of increasing market share as a primary means of achieving competitive advantage in both existing and new customers and stagnant markets. Brand preference is also known as brand adoption. Lalit S. Badgujar (Roll No.04) stated that, people begin to develop preferences at early ages. Brand preference represents which brands are preferred under assumptions of equality in price and availability. Cooper (1993) noted that most innovations come with high risks as most of them failed in the marketplace creating the need for marketers to have a clear understanding of success factors in brand adoption. Theories of adoption have often been used to explain how consumers form references for various goods and services (Rogers, 1995; Tornasky and Klein, 1982; Mason, 1990; Charlotte, 1999). Generally, these theories emphasize on the importance of complexity, compatibility, observability, triability, relative advantage, risk, cost, communicability, divisibility, profitability, social approval, and product characteristics in brand preference (Wee, 2003). The relative importance of each factor depends on the nature of industry under consideration, location, and social characteristics of the consumers of the different brands. In this study, we have focused on four main factors, which the customer depends upon while selecting the brand, which are as follows: 2.9.1 Price Price is a factor, which the consumer may depend while selecting a brand in any kind of product. Most of the consumers may give first preference to quality than the other factors. However, price can have an influence for the final decision of the consumer. If there are two or more brands, for a particular product, the manufacturers will reduce the price in order to attract the consumer but still the consumer must see the quality provided. 2.9.2 Quality In addition, quality of product is another key factor during product selection. Especially in the case of milk, we should depend upon than any other factors the quality. High quality will give us a good health. Pasteurization will also conduct in order to maintain the quality of the milk. The quality of the milk should be good to attract the customers, Kilter (1988). 2.9.3 Services Service is an important factor, which the customer is influenced in the modern market. Placing the orders in the right time at the right place is the part of good servicing. 2.9.4 Advertisement Advertising as a powerful technique of sales promotion has been doing wonders in the domain distribution because it is quite capable of influencing the course of consumption, affecting the process of production, enlarging the exchange and diversify the distribution. That is why it is said that advertising is the arch median lever that motivates the world of commerce and industry. It has the pride of the place in framework of dynamic marketing. The role of advertising in the modern business world can be analyzed from five distinct angles namely manufacturer, intermediaries, sales force, consumers and the society. The ultimate aim of all marketing efforts is to satisfy the needs of the consumers by transforming the benefits of productive efficiency to the final users. 2.10 Conclusion To conclude, this chapter is mainly about branding that is, its importance, concepts, positioning and so on. According to Shimp (2007), consumers represent the starting point for all marketing activities. Therefore, in this part of the project, it is viewed how to communicate with customers and send them feedback about the types of products available in the market. In the literature review, different parts have described in details to make a good analysis and choice for milk brand selection.

Reality Television Essay -- TV Television Reality Show Essays

Reality Television In today's society, Reality Television plays an important position in people's everyday lives. The reality television programs of today are popular because of the variety of film conventions (eg. audio, visual and symbolic codes) and the values and attitudes used to construct the viewer?s response. Two good examples of reality television programs are The Apprentice and Queer Eye for the Straight Guy. In the episode of The Apprentice, 'The Price is Height', wealth is promoted through the values and attitudes of today's society to construct the viewer's response. This program promotes that wealth is acquired through success, and success comes with long-term hard work. Wealth is promoted throughout the episode in various forms. These include having the episode produced in the very successful big-business city of New York, USA, where much of what happens affects what happens throughout the US and around the world, the 'Trump World Tower', 'Trump Plaza Hotel', and 'Mar-a-Lago' resort located in Palm Beach, Florida. If different audiences viewed the episode of The Apprentice, each audience would interpret the values and attitudes of wealth differently. If a mature audience viewed the episode, they would interpret wealth as greed. If a younger audience viewed the episode, they would interpret wealth as a desire and an ambition to achieve. The suggested target audience for this episode w ould be young adults, as the values and attitudes of wealth, would liked to be gained by those who are beginning in the business field. In an episode of Queer Eye of the Straight Guy, ?Never too late to celebrate?, wealth is achieved through a person?s area of expertise, where the person is most likely to succeed highly in it. Wealth has been promoted throughout the episode in different ways. This includes the expensive suits and clothing from designer brands such as ?Prada? and ?Levis? and the episode was produced in New York City, USA. If different audiences were to view the episode, each would interpret the values and attitudes of wealth, in different ways. If an older mature audience were to view the episode, they would interpret wealth as a wonderful thing, as five gay men, are using their time, money and areas of expertise to makeover a straight (non-gay) person. If a younger audience were to view the episode, they would interpret wealth as a good... ...f The Apprentice, the footage is collated to make the female contestants appear as sexual objects by focusing on their legs, tight clothing, cleavage and body movements and projects the males as being more capable and successful in business. So even if the ?camera never lies?, the use of camera angles, particular shots and the way the footage is edited can play a huge part in influencing what the viewer thinks. It is all about ?how? it is shown to the viewers. The reality television shows of The Apprentice and Queer Eye for the Straight Guy are popular due to the values and attitudes promoted through wealth and through the filming conventions of audio, visual and symbolic codes. However, the impact on audiences depends on how they are presented. Promotion of one form of success and wealth included ?Trump World Tower?, expensive suits from ?Prada? and ?Hugo Boss?, ?Mar-a-Lago? luxury resort, etc. by The Apprentice and another form of success and wealth presented by Queer Eye for the Straight Guy was improvement of appearance, enrichment of personal life and lifestyle and the two reality television episodes were produced in New York City, the hub of business culture and trade.

Effect of Rapid Urbanization on Housing

THE IMPACT OF RAPID URBANIZATION ON HOUSING DEVELOPMENT IN NIGERIA FROM 1950 -2010 (Focus on urban developments and housing problems case study: Lagos) Urbanization according to Aluko O. E is rather subjective and can be given various interpretations. However in this concept it can be defined as the expansion of the number of people living in an urban area that depicts the rate at which people move from rural areas and populate the urban areas.Reports however, from the united nation show that the population at the urban centres has multiplied four times its initial growth since 1960 and would have risen to a projected number of about 5 billion in the year 2030. Report also has it that over 70 per cent of these populations would settle in cities and towns. Following independence, many administrative centres experienced major unplanned rapid urbanization .The ripple effect of these on cities being the core of urban development is enormous especially on the housing development which has eventually resulted in overcrowding, inadequate dwellings, deplorable urban environment, degrading public infrastructure, and to an extreme, â€Å"outright homelessness† (Adesoji David Jiboye, 2011) . Nonetheless, According to Femi Olokesusi, 2011 quoting Onibokun et. al. 1987) and Onibolun and Kumuyi (1999), assert that various political and socio-economic factors have resulted in rapid growth of urban population resulting in informal settlements, poor housing and slums in Nigeria. The rate of influx of people into major cities has been so high that the pace of settlement development and housing provision could not accommodate them. Since they must have shelter, all forms of informal procedures are adopted to provide housing. This has resulted in non-compliance with physical planning regulations and development control standards.Thus there have been cases of incompatibility of land use activities, overcrowding (due to high occupancy ratio, high density of development), poor construction standards (due to use of substandard building materials and construction methods), and ill-serviced dwelling Units, among others. The impact of rapid population growth however, on urban development and conditions is far more than merely a demographic or quantitative one especially on housing development as a whole which is a direct consequence of the push of the rural areas and the pull of the town.Current studies however indicate that the impact of rapid urbanization in terms of housing is revealed both in its quantity and quantity such that the little number of available houses is being overloaded infrastructurally and spatially leading to a reduction in the level of comfort and a rapid development in the number of slums being created and the level of substandard houses being built in an unplanned and unhealthy environment.However, the level of impact on the adequacy of housing has been compounded particularly by the high rate of population growth, through influx of immigrants, exaggerated real estate values etc. Nonetheless, housing according to Aduwo 2011, Daramola 2006 et al is the measure of the level of housing inadequacy and its quality. According to pelu Awofeso, one out of every two Nigerians now live in a city leaving limited infrastructure to be engulfed by millions of individuals.In his report he stated that 16 million housing units would have to be provided to address the shortage in urban shelters since the inflow of people supersedes the rate at which affordable housing is being constructed. Housing however, according to Abbas Olukunmi Owoade, 2007 quoting Tannerfeldt and Ljung ‘06)does not only relate to provision of houses but also basic infrastructure of a neighbourhood as well as schools clinics , recreational facilities and other amenities. CASE STUDY:LAGOSThe city of Lagos was first inhibited before the 15th century and grew from a typical small fishing and farming settlement due to certain factors such as, the constru ction of the railway in 1895 that linked the city, the hinterland and the port with the development of the Lagos harbour. In the twinkle of an eye, Lagos became the centre of trade and commerce bringing migrants from every nook and cranny. As the population increased so did the spatial expansion which posed a great deal of problems especially housing development. kehinde George, 2002). Population explosion in lagos became noticeable after 1950 amongst other reason, it was the national capital and in ’67 became a state on its own attracting funds from both the federal and state government there by introducing more migrants. However, Over 90 per cent of the typical housing standard is being provided by the private sector and individual efforts bringing about a gap between its demand and supply finding expression in the cost of rented values that eventually leads to vercrowding, growth of slums and rise in the number of substandard housing (Owoade,Abiodun ‘97). Two major f actors that accounted for the rapid growth in lagos can tied to net migration and natural increase According to the old United Nations university website, prior to 1928, planned residential areas in Lagos were limited. They included Ikoyi, which was a reservation area for expatriates who were colonial administrators and executives of foreign firms, and had a population of 4,000, or 3 per cent of the population of the city in 1931.Apapa, Ebute Meta, and Yaba, with a combined population of 22,000, or 17 per cent of the total, also had some element of planning, in the sense that road networks in Ebute Meta and Yaba were laid out on a grid and residential development was confined to the blocks within the road pattern. On Lagos Island, apart from the areas around the racecourse and marina, the indigenous housing was unplanned and was left to develop haphazardly, with houses built quite close together.Such overcrowded, unhealthy housing and poor environmental conditions stimulated the rap id spread of influenza epidemics and bubonic plague, which ravaged the city between 1924 and 1930. These led to the emergence, in 1928, of the pioneer planning authority in Nigeria, the Lagos Executive Development Board (LEDB), which embarked on slum clearance and the relocation of families from the Island to the Mainland (Oko Awo scheme) and since then, the activities of planning authorities have assumed considerable importance in metropolitan Lagos.The government of Nigeria has interceded at different times to solve housing problems with particular focus on Lagos by providing housing units as well as establishing site and service programmes to make available plots of lands to individual to build their own houses, the period 1979-1983 under the Jakande administration witnessed a massive housing development programme. evertheless, These programmes had little impact in that it provided limited number of housing units with a major setback in the year 1994 due to increase in price of b uilding materials. Thus, making a considerable number of Lagosians lack â€Å"shelter† a basic need of human existence. The wide gap between the supply of and the demand for has operated in escalating house rents, rent edict were promulgated to reduce this hardship by working population .In 1973 for instance the mid-west state government proclaimed an edict which limited the maximum rent payable on dwelling units. However, such edicts have not been effective in arresting increase in house rents (Josephine Abiodun,1976) Planned housing schemes in metropolitan Lagos |Housing agency |Scheme |Remarks | |Lagos Executive Development |Slum clearance of Central Lagos, 1955 to|1,847 families housed in Surulere. ,337 families resettled | |Board, 1955 -1975 |early 1960s, Olowogbowo Rehousing |in low-income rented houses. Subsidized by Ministry of Lagos| | |Scheme, Lagos Housing Scheme |Affairs | |   |Other housing schemes in Surulere |14,537 family units (dwellings) provided.In all, 128,800 | | | |people were provided with housing | |Lagos State Development and |Resettlement of slum dwellers from |1,000 families housed | |Property Corporation (LSDPC), |Central Lagos to Ogba and low-income | | |1972-1979 |housing in Isolo | | |Federal housing |Under 1975-1980 and 1981-1985 plan |6,000 housing units | | |periods | | |LSDPC, 1979 to date |Low-income housing |16,878 housing units | |   |Medium-income housing |1,790 housing units | Source: LSDPCIn Lagos, like elsewhere in Nigeria the access to privately owned housing units through traditional channels has made it immensely possible for a relatively large number of people to be house owners at certain cost which includes the sale of the same plot to more than one buyer owing to a lack of a comprehensive land register and sometimes conflict over rights of ownership between the state and private individuals or family groups or between members of families â€Å"omo onile† (owoade, abiodun ‘97). However , over 60% of these residents are under a tenement kind of arrangement constructed by â€Å"absentee landlord† with this kind of arrangement ending abruptly due to unforeseen evictions(Owoade, abiodun et al) The issue of land acquisition at the same time is far more complex because government acquired land is rarely made available or affordable for the average or even made accessible due to lack of basic infrastructure.Alternatively, in order to live closer to job opportunities there’s need for settling in centrally located pieces of abandoned land left due to unsuitability for housing either for being along railway paths or under high tension electric cable or marshy lands. (Owoade ’07, Tannerfeldt and Ljung 2006). David Owoade in his report emphatically stated that the Problems of rapid urbanization have increased and become more glaring as the cities expand and many attempts to curb these problems have not achieved the desired results. Housing continued to be supplied through informal self-help landlords and a majority of tenants live in homes with unsecured tenure while many holders find home in slums and shantytowns. Examples include Ajegunle, Makoko, Badiya, Maroko etc.Those that have been fortunate enough to build their houses on the periphery of the cities (ota in sango) have to live without basic services and infrastructures such as clean water, sewers, electricity and roads. In 1976, it was estimated that 111000 residential houses were available in Lagos to provide accommodation for a population of 3. 2 million keeping it at an average of 28 persons per building. By 19080, it had gotten worse with 30 persons living in a building and it was further projected that 2 per cent of the population lived in self-contained buildings leaving the remaining 98 % to rooming accommodations connoting shared facilities like the kitchen and the toilet.It was further estimated that by the year 2000, a total number of 1. 5 million housing units wou ld be needed to cater to fast growing population. It is no surprise that there is no more land for the government to build that they have resulted in sand filling of certain areas ( Raji Rasaki, 1988). However an updated article by lookman oshodi,2010 quoting the Lagos ministry of housing 2010 brings the demography to a total number of 91% of the total population living in the metropolis, about 20,000 persons per square kilometre in the built up areas. The occupancy ratio however are 8-10 persons per room with 72. 5% of household occupying one room apartment’s . ince the rate of growth in Lagos has assumed a geometric progression the provision of houses has never been commensurate leading to decay in structure either by quantity or quality. Hence, multiplying the number of inhibited slums from 42 in the year 1985 to over a hundred in 2010. (slums and squatter settlement)also, this â€Å"urban poor† pay house rents that are almost 50-70% of their income since most accom modations as earlier said are provided by private landlords. Thus, dividing the metropolis into classes such as low income/high density, medium income/medium density, high income /low density. (Lawanson 2007, lookman oshodi 2010) The population in Lagos seems to growing each day with its problems. onetheless, according to aduwo,2011 quoting (Okupe, 2002; Oruwari, 2006), Public housing was birthed as a solution to the proliferation of slums and squatter settlements but Housing specialists have revealed that public housing has failed to provide decent housing, claiming that it has succeeded in segregating tenants by income, race, and that it has isolated residents from the larger community. However, all these problems have resulted in overcrowding of buildings leaving room for no access, urban sprawl, lack of open spaces, high cost of building materials etc. [pic] Population in lagos Source: case study of lagos:geography and climate [pic] Source: case study of lagos:geography and clim ate Reference 1.MANAGING METROPOLITAN LAGOS ,Raji Rasaki ,Inaugural Programme of the Africa leadership forum, 1988 2. HOUSING TRANSFORMATION AND ITS IMPACT ON NEIGHBOURHOODS IN SELECTED LOW-INCOME PUBLIC HOUSING ESTATES IN LAGOS, NIGERIA: A PhD Thesis: Egidario Bridgette ADUWO,2011 3. THE IMPACT OF URBANIZATION ON HOUSING DEVELOPMENT: The Lagos Experience, Nigeria. ;Aluko O. E; Ethiopian Journal of Environmental Studies and Management ; Vol. 3 No. 3 2010 4. PUBLIC HOUSING DELIVERY IN NIGERIA: PROBLEMS AND CHALLENGES; World congress on Housing Transforming Housing Environments through the Design south Africa, L. M Olayiwola, O Adeleye & L Ogunshakin, 2005 5.CHALLENGES AND GROWTH OF DEVELOPMET IN METROPLOLITAN LAGOS, archive. unu. edu/unupress/unupbooks; old United Nations university website. 6. ANALYSIS OF THE INTERPLAY OF MIGRATION AND URBAN EXPANSION, ON HEALTH AND THE ENVIRONMENT: THE CASE OF LAGOS by Okuneye P. A, Adebayo, K, Opeolu B. T. and F. I. Baddru; University of Agricultu re, Abeokuta and University of Lagos, Lagos, Nigeria 7. LAGOS: THE CHALLENGES AND OPPORTUNITIES OF AN EMERGENT AFRICAN MEGA CITY by Femi Olokesusi Paper Presented at the NISER Seminar Series on 5 July, 2011 8. HOUSING PROBLEMS IN NIGERIAN CITIES, Josephine Olu. Abiodun, reprinted from the town planning review, vol. 47, no. 4, October, 1976.

Timeline of American History from 1871 to 1875

Timeline of American History from 1871 to 1875 1871 President Ulysses S. Grant creates the Civil Service Commission.The Indian Appropriation Act of 1871 is passed. Tribes will no longer be seen as independent but as wards of the State.The Ku Klux Klan Act of 1871 is passed. This act allows the president to send in troops to enforce the 14th amendment.The Treaty of Washington between the United States and Great Britain is ratified. This treaty allows for a commission to settle fishing and boundary disputes between the two countries.  The New York Times writes investigated articles about William Boss Tweed that reveal the level of corruption in New York City. He is eventually brought to trial.Brigham Young is arrested for polygamy.The Chicago fire leads to the destruction of most of the city. 1872 Yellowstone Park is created as a public preserve.The Freedmans Bureau set up during Reconstruction is effectively ended.The Credit Mobilier Scandal takes occurs. In the scandal, key government officials created a company called of the same name that awarded itself construction contracts to build the railways.  Ulysses S. Grant wins a second term by a landslide.William Boss Tweed is convicted of all counts and sentenced to twelve years in prison. He dies while in prison. 1873 The Coinage Act of 1873 is passed. This act removes silver from the coinage in order to more forcefully advocate for the gold standard.Oakes Ames, the man responsible for the Credit Mobilier Scandal is found guilty of bribery. However, he ends up only get censured.The Salary Grab Act is passed. This act provides for increases in salaries for the congress, the supreme court, and the president by 50% and also is retroactive for the previous two years. The uproar is so great that Congress eventually rescinds the raises for themselves but keeps them in place for the supreme court and president.The Panic of 1873 starts a five-year depression, during this time over 10,000 businesses will fail. The stock exchange closes for ten days. 1874 Morrison R. Waite is named the Chief Justice of the Supreme Court.Former President Millard Fillmore dies at the age of 74.The Chautauqua movement begins when Lewis Miller and John H. Vincent start a summer training of Sunday school teachers. It will eventually broaden to include many subjects.For the first time since the beginning of the Civil War, the Democratic Party regains control of the House of Representatives.The Womens Christian Temperance Union is formed when individuals from seventeen states meet in Cleveland, Ohio. 1875 The Specie Resumption Act passes Congress. It allows for legal tender to be exchanged for gold. The act also reduces the number of greenbacks in circulation.The US makes a treaty with Hawaii allowing the import of goods to be duty-free. It also asserts that no other power can take over Hawaii.The Civil Rights Act is passed, which states that no one can be denied equal access to public facilities.The Whiskey Ring Scandal occurs. In this scandal, it is shown that officials have been skimming millions from the distilleries. The leader, John McDonald, is a friend of President Grants. In addition, Grants personal secretary, Orville Babcock is involved.  Former President Andrew Johnson dies at the age of 66.The Molly Maguires, an Irish miners group, is broken up after their leadership is convicted of murder for its harsh tactics in Pennsylvania. However, their efforts did bring to light the terrible conditions of the miners and eventually led to improvements.The Second Sioux War begins a nd lasts through the fall and winter. By the following summer, they will have been defeated through the efforts of the US military.

Marketing Campaign for a 3 stars resort with and innovative concept in Mallorca

Marketing Campaign for a 3 stars resort with and innovative concept in Mallorca Resort description Resort All Inclusive is a 3-stars hotel that recently entered the Mediterranean Basin hotel industry. The hotel is strategically located at Mallorca Island. The hotel industry in Mallorca has been characterized by rampant growth over the past decades as a result of increment in the rate of tourism in the region (Buswell, 2009).Advertising We will write a custom essay sample on Marketing Campaign for a 3 stars resort with and innovative concept in Mallorca specifically for you for only $16.05 $11/page Learn More Decision to locate the resort at Mallorca was motivated by the need to exploit the tourism resources in the Mediterranean Basin. According to Buswell (2009), Mallorca is characterized by physical resources that are significant in development of tourism. The main resources include beaches, vegetation and fascinating mountains. To attract both local and international customers, Resort All Inclusive is committed at ensuring that client s attain a high level of customer satisfaction. To attract and accommodate a large number of customers, the resort has 4 buildings that have a total of 600 rooms. The rooms are specially designed and furnished to give an appealing ambience. Jenkins and Pigram (2006) are of the opinion that resorts should offer a range of leisure, shopping, transport, recreation, accommodation and entertainment facilities. Inclusion of these components is fundamental in attracting and retaining tourists. This arises from the fact that customers have diverse tastes and preferences. Firms’ management team should undertake a comprehensive market research in order to develop a comprehensive understanding of customer needs. The research should focus on both the consumer and the competitor. The resort has incorporated a number of entertainment facilities which include a football courtyard, table tennis, 4 swimming pools, a volleyball court and a mini golf court. Additionally, the resort is also cons tituted of 3 restaurants, 1 oriental thematic restaurant, 3 bars, a pizzeria, snack bar and a barbecue.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Corporate mission Most businesses derive their success from adhering to the set objectives and principles outlined in their mission statement. The mission statement guides the various activities undertaken by businesses (Kazmi, 2008). In the course of its operation, the resort is guided by an effective mission that entails providing unique hospitality experience to customers. The resort intends to achieve this by offering high quality services to customers in addition to promoting a business environment that is fosters a high level of friendship, openness and comfort. To improve its public image, the resort has incorporated the principles of environmental responsibility and sustainability. Objectives and goals One of the aspects th at the resort’s management team has identified being critical in its quest to attain competitiveness entails creating sufficient market awareness. Consequently, the resort intends to develop a comprehensive marketing campaign. The campaign is aimed at attaining a number of financial and non-financial objectives as outlined below. To provide the resort’s owners with reasonable return on their investment. The firm intends to achieve this by increasing the firm’s sales revenue with a margin of 20% within one year after launching the marketing campaign. To continuously increase the resort’s growth in sales revenue during the summer and winter months and attain global market awareness in 3 years. To create new revenue opportunities by diversifying its source markets. To double the size of customer base within 5 years. Segmentation, targeting and positioning According to Jenkins and Pigram (2006) market segmentation is ranked amongst the most important strate gic management concepts in marketing. Segmentation entails dividing the entire market into small and distinct components depending on variables such as buyer characteristics and customer requirements (Havaldar, 2010). Market segmentation is very important in ensuring that a particular firm effectively addresses the target market needs.Advertising We will write a custom essay sample on Marketing Campaign for a 3 stars resort with and innovative concept in Mallorca specifically for you for only $16.05 $11/page Learn More One of the ways through which market segmentation achieves this is by formulate effective marketing strategies. There are various variables that firms can use in the process of segmenting the market. One category of variables includes demographic variables. Johnson, Scholes and Whittington (2008) define targeting to include the process of assessing the most optimal market segment to select. Upon determining the segmentation and targeting stra tegies to be incorporated, it is fundamental for marketing managers to ensure that a clear and appropriate image with regard to the firm and its products or services is developed amongst consumers. To achieve this, marketing managers are charged with the responsibility of ensuring that effective positioning strategies are incorporated. Johnson, Scholes and Whittington (2008) further define positioning as ‘the process of designing distinctive offerings and images for target markets’ (p. 261). Over the past decade, Mallorca hotel industry has become very competitive. Intense competition is mainly evident in the 3-star sector. According to Buswell (2009), 55.2% of hotels in Mallorca were 3-star hotels. However, by 2008, the number of 3-star hotels had declined to 52.8%. This shows that 3-star hotels have lost some ground. One of the factors that have led to decline in the number of 3-star hotels relates to emergence of 5-star hotels which have gained substantial publicity. However, their market share is relatively small (Buswell, 2009) Considering the above changes in the hotel industry, it is important for the resorts’ management team to institute effective segmentation, targeting and positioning strategies.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More To attain competitiveness, Resort All Inclusive has adopted demographic variables in segmenting the market. Segmentation will aid in determination of the most effective methods to incorporate in its marketing campaign. The firm segmented the market on the basis of social class. The three main social class constructs that will be considered include lifestyle, income and occupation. To increase its profitability, Resort All Inclusive will target tourists, the business community and visiting business travellers in the Island. The resort will also target high-end consumers who have a relatively high income and have incorporated leisure in their consumption process. To maximize sales revenue, the resort will target both domestic and international tourists. To appeal to a large number of potential customers within the target customer groups, the resort has developed an effective positioning strategy. The positioning strategy entails differentiating the services provided thus increasing th e probability of customers attaining exceptional experiences. Exceptional value will be attained by incorporating the concept of value addition. The resort intends to position itself as a 3-star plus hotel that is strategically located and committed towards provision of differentiated services that will lead in customers feeling respected, appreciated and valued. According to O’Quinn, Allen and Semenik (2009), advertising campaigns are fundamental components in firm’s effort to create awareness of their brand. Advertising campaign Resort All Inclusive; â€Å"Stay Resort All Inclusive, Go Everywhere†. â€Å"Go Chill†, â€Å"Go Foodie† and â€Å"Go Refresh†. Media plan The firm appreciates the importance of incorporating an effective media plan in the advertising campaign. According to Drewniany and Jewler (2008), hoteliers should undertake an optimal selection of the media to use in the advertising campaign in order to achieve the intended o bjectives. The campaign will be conducted through both traditional and emerging advertising mediums. Some of the traditional mediums used include posting the advertising message in travel magazines, business dailies and newspapers. To appeal to customers, the firm posts the ad message and images on bill boards that are strategically located. The message is also conveyed to customers through television and radio adverts. The adverts are also posted on the firm’s website and social media such as You Tube and Facebook in order to reach a large number of potential customers. The media plan used by the firm has been very effective in attracting customers. This arises from the fact that it effectively communicates the unique quality of products and services offered at the hotel. By patronising the hotel, customers are guaranteed maximum satisfaction. The satisfaction is derived from the wide range of products offered. Different foods and drinks that are prepared by qualified chefs are offered in the 3 restaurants in the resort. Consequently, customers’ tastes and preferences are taken into consideration. The hotel rooms will be fitted with necessary technologies such as Wi-Fi, and free internet in order to cater the needs of business customers and tourists. In effort to appeal to a large number of potential customers, Resort All Inclusive has also adopted use of video in its media plan. The firm posts videos and images of the hotel and the products provided on various mediums such as magazines newspapers, it official website, You Tube and Facebook. Posting images and videos related to Resort All Inclusive products and services such as the sporting facilities, foods and drinks on the internet significantly influences the target customers in their decision making process. The hotel room image below is one of the images posted on the firm’s website, Facebook and You Tube. This plays a significant role in attracting potential customers by appealing their emotion. Public relations campaign In addition to the ad campaign Resort All Inclusive is committed at developing a strong customer relationship. Gregory (2000) asserts that public relation campaigns are fundamental in developing customer relationship. Considering the fact that the resort is located along the Mallorca Beach, the hotel hosts kite surfing events dubbed ‘Resort All Inclusive, Leisure with a difference†. The event is usually held during the summer and winter seasons. The event is comprised of various surface water sports which include paragliding, windsurfing, extreme sports, gymnastics and wakeboarding. The event attracts different water sports fans within and without Mallorca. Additionally, the hotel also hosts other sports events such as football, table tennis and tennis. Some of the celebrities that the events attract include Roger Federer and Rafa Nadal. The celebrities play an important role in endorsing the event. In the process of making their consumption decisions, consumers are influenced by celebrities. This explains why Resort All Inclusive has appreciated the importance of endorsements of its products and services by renowned celebrities. The event is very famous that it attracts both domestic and international sports journalists who cover the event. Consequently, the resort has been able to develop sufficient market awareness both domestically and internationally. Upon introducing new products and services or improving the existing products, Resort All Inclusive conducts press conferences. The press conference is aimed at creating awareness to target customers regarding the new products and the improvement undertaken. In the press conference, Resort All Inclusive explains the benefits that customers will derive by consuming the new products or services. Both domestic and international journalists are invited in order to create awareness to large number potential customers. According to Marchand (2000), press confere nces are an important element in firm’s promotional and public relations efforts. To improve its effectiveness in developing a strong customer relationship, the resort also undertakes electronic public relations campaign. To achieve this, the firm has developed a Wiki and a Blog through it interacts with its customers. These tools provide customers with an opportunity to communicate their opinion regarding the services provided by the firm. On the other hand, Resort All Inclusive is able to clarify various issues that arise from the market. Consequently, Resort All Inclusive is able to access market sentiments hence undertaking the necessary product and service improvements. Upon launching an advertising campaign and public relations campaign, the resort’s management team objective is for the campaign to run for one year. It is the objective of Resort All Inclusive management team that one year is sufficient to create the desired level of market awareness. However, the firm is cognisant of the need to ensure that consumers are constantly informed. Consequently, the firm allocates a substantial amount of money in its budget for the campaign. In this campaign, the firm has allocated $2 million to cater for the campaign. Despite the cost involved, the advertising campaign is very effective in enhancing the firm’s long term survival (O’Guinnn, 2009). Conclusion There is a high probability of Resort All Inclusive succeeding in attaining a substantial market share in the 3-star hotel industry in Mallorca. This arises from the fact that the firm is committed at creating sufficient market awareness. The advertising and public relations campaign have been very effective in influencing the consumers in their decision making process. From the analysis conducted, it is evident that Resort All Inclusive hotel is committed at increasing its sales revenue by undertaking a comprehensive advertising and public relations campaign. The objective of th e ad campaign adopted by the resort will enable the firm to continuously develop sufficient level of market awareness amongst the target customer groups. The firm will derive its success from the effectiveness with which it creates market awareness. By adopting the above advertising campaign, there is likelihood that the resort will attract both domestic and foreign customers. This arises from the fact that the resort will continuously appeal to its target customer groups hence influencing their purchase decisions. The use of traditional and emerging marketing communication mediums will create awareness to a large number of potential customers. Consequently, the firm will increase its customer base. The public relations campaigns will improve the effectiveness with which the firm interacts with its customers. The sporting event attracts numerous sports athletes and fans hence improving the resorts publicity. To determine the effectiveness of the advertising campaign, Resort All Incl usive undertakes continuous review of the campaign. The review aids Resort All Inclusive in the process of making the necessary adjustments hence improving its effectiveness. Reference List Buswell, R. (2009). Mallorca and tourism. History, economy and environment. Mallorca: Channel View Publications. Drewniany, B. Jewler, J. (2008). Creative strategy in advertising. New York: Cengage. Gregory, A. (2000). Planning and managing public relations campaign. New York: Kogan Page. Havaldar, K. (2010). Business marketing: text and cases. New Delhi: Tata McGraw-Hill. Jenkins, J. Pigram, J. (2006). Encyclopaedia of leisure and outdoor recreation. New York: Routledge. Johnson, G., Scholes, K. Whittington, R. (2008). Exploring corporate strategy: Text  and cases. London: Prentice Hall. Kazmi, A. (2008). Strategic management and business policy. New Delhi: Tata McGraw Hill Education. Marchand, D. (2000). Competing with information. New York: John Wiley and Sons. O’Guinnn, T., Allen, C. Semenik, R. (2009). Advertising and integrated brand  promotion. Mason, OH: Cengage.

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