J.C. Penney Gift Certificate Concerns Essays - E-commerce

J.C. Penney Gift Certificate Concerns J.C. Penney Gift Certificate Concerns J.C. Penney Company, Inc. has as of late presented another retail location (POS) framework formed by NCR Corporation into their stores. In the initial a half year of activity, it has become obvious that there are unexpected issues with the bookkeeping and control capacities relating to blessing authentications. The new POS framework doesn't accommodate satisfactory following or control of the testaments on the business floor, store level deals review has deficient systems or information catch capacities set up to follow deals precisely and dole out obligation regarding missing authentications, and corporate bookkeeping has no power over the blessing endorsement bookkeeping on the store level and are continually attempting to accommodate blessing declaration data. Issues on the Sales Floor At the POS terminals on the business floor, blessing testaments are being put away underneath the sales register in a cabinet with no security or control. The security and control of blessing declarations has been neglected during the drafting of the methods for the new POS framework. Thus, the security and control on blessing declarations on the business floor that had been set up with the old framework has essentially halted. Representatives are absolutely using the rule of relying on trust. At the point when deals partners ring up a blessing authentication deal they need to key 1) the fitting twelve-digit SKU from a rundown of 3 decisions, and 2) a dollar esteem for the blessing testament appeared on the face. For instance, SKU #1 spoke to the $25 blessing authentication, SKU#2 spoke to the $50 blessing declaration, and SKU #3 spoke to the $100 blessing endorsement. After the business exchange is finished, the business partner should physically record the dollar estimation of the blessing endorsement on their money review report. During times of high volume, once in a while this last advance is disregarded. Ordinarily, the clerks are simply keying SKU #1 for any blessing testament deal and entering in the fitting dollar esteem from the substance of the blessing declaration. The SKUs are not electronically attached to a dollar esteem. This is an impediment of the past POS framework that was not tended to during the testing phase of the new framework. In this way, the blunder rate is high and inconsistencies in blessing testament deals are normal. At the end of the move, an electronic clerk report is produced on the register that just shows an all out dollar sum attached to a SKU. This electronic clerk report is come back to the money room alongside the receipts and the written by hand money review report. Issues in Store Level Sales Audit At the point when the money review report returns to the workplace with the pack of receipts and the electronic clerk report, computations are performed on the manual money review report to distinguish the measure of blessing endorsements sold. This is contrasted with the electronic clerk report. In the event that there are disparities, deals review agents are required to utilize the electronic clerk report as the right report for examining purposes. The dollar measure of the blessing declarations sold is recorded on a month to month blessing endorsement log and another running month to month balance is determined. Any new blessing authentications got from the corporate office are recorded on another log and the affirmation of receipt (from inside the book) is marked by an individual from the executives and came back to corporate bookkeeping. Toward the month's end, records of blessing testament receipts (payment from corporate), records of blessing declaration deals, and other bookk eeping records are sent to corporate representing check after an endeavor on the store level for compromise. Issues in Corporate Accounting Senior supervisors are liable for calling and approving a book of blessing declarations to be scattered for their store. At the point when this happens, the blessing authentications are recovered from the vault, the book number is logged, and the dollar estimation of the book is probably charged to the store. At the point when the affirmation of receipt from the store is gotten, it is looked at against the stores records, the charge for the blessing testaments is affirmed, and afterward the affirmation is documented. When a month, corporate bookkeeping get deals review data from the stores and endeavors to accommodate, yet regularly have no preferred karma over the store level review assistants. Investigation of Problem It is extremely apparent that there

Justice for Socrates and Augustine

Equity for Socrates and Augustine Individuals characterize equity diversely as per their comprehension of the circumstance being referred to. The vast majority confound equity and discipline (Lyons 16). The thought behind it is that two missteps can give an answer which infers that a tooth for a tooth and tit for tat. I guess that equity is reasonable treatment and acting decently in all circumstances that one may run over. To get an increasingly exact definition, equity is the course or activity which will reestablish harmony to a circumstance (Augustine 34).Advertising We will compose a custom report test on Justice for Socrates and Augustine explicitly for you for just $16.05 $11/page Learn More In the conversation, how various rationalists characterize equity and how they propose on how it ought to be taken care of by various gatherings of individuals is amazingly important (Dockendorf 24). For that case, we take two most distinguished thinkers who are Socrates and Augustine. The two researchers gave their meanin gs of equity basing on alternate points of view yet all pointing towards a similar heading in offering reasonableness to individuals. For a long time, individuals have characterized equity in different ways. Plato’s work has given records on Socrates sees on equity. This enables us to peruse and comprehend the Socrates perspective toward equity. As indicated by Socrates, equity was simply acceptable, and it must be reached through self information. He guaranteed that consistent great existed and every single individual had the capacity to locate the great. At the point when logicians broke down the equity issue, they talked about and gave their outcomes as equity being acceptable. This is as per Plato’s Republic initial two books. At that point they likewise took a gander at something contrary to equity as abhorrent. For an individual to be viewed as just, the individual in question should be a decent individual and the urgent inquiry here is to comprehend what great i s. Kealy demonstrates that great can be what is essential, needed or wanted (Lyons 27). Socrates comes in on a similar note and says that they are regular prerequisites however not what an individual feels that he needs. A person’s nature is simply the daimon (the person’s inward which looks for satisfaction). Sensibly the great favored since it satisfies a person’s nature and Socrates show that the chase for bliss is the ordinary goal throughout everyday life. At the point when I take a gander at the word great, and the definition it leaves me astounded. What may appear to be acceptable to me may be most noticeably terrible to someone else (Dockendorf 39). This legitimizes the colloquialism that â€Å"one man’s meat is another man’s poison.† Every individual is only interesting on their own way. The daimon of one individual is very different from the different person’s daimon. Basing on this factor, Kealy recommends that one ought to recognize their own latent capacity (Augustine 43). Somebody’s thoughts ought not be followed to figure out what is beneficial for oneself. This must be finished considering Knowledge Next (Lyons 35). Socrates clarified the thought and notes that information guides one to great and information itself is good.Advertising Looking for report on theory? How about we check whether we can support you! Get your first paper with 15% OFF Learn More This demonstrates self information guides one to information on separating among malicious and great. It is just through the understanding that one can abstain from submitting underhanded deeds. One can possibly submit wrong on the off chance that the person is oblivious in his own activities (Augustine 48). As indicated by Socrates information is an ethicalness and on the opposite is obliviousness. For this situation, I can refer to for significant ideals fortitude, equity, balance and devotion. Every one of these ethics can be stepped ba ck to information. Equity can be accomplished in the wake of understanding what is acceptable and what is malevolent. The quest for joy should be possible from acceptable deeds yet not detestable. Actually, fiendishness will results to something contrary to bliss. So when malevolence doesn't exist bliss will win (Augustine 50). This can be bolstered by watching an evil individual go to look for clinical consideration from the guardians. When contrasted and a man who never becomes ill, clearly a disease free individual is constantly glad than a treated man. At that point basing on this examination Socrates contends that the remedy for the wrongdoing (detestable) is discipline and equity implements that discipline. In this connection, the evil free individual is more joyful than the treated individual (Lyons 37). So the individual, who never fouled up, will consistently be glad while the transgressor gets the discipline for his offenses. At that point he distinguishes the following in dividual who carries on with a shrewd life and doesn't perceive the discipline. This individual is like a youngster who maintains a strategic distance from medication to fix their sickness which is equity (Augustine 56). Later on the kid gains visual impairment because of obliviousness. This kid is equivalent to the individual who submits fiendish and abstains from getting discipline. A similar conduct may proceed with which thusly drags out the discipline and enduring (Dockendorf 46). Socrates recommends that there is no need of living with uncalled for spirits. The equitable spirits are a higher priority than all the assets of the earth. He likewise suggests that if any individual understands that he has submitted insidious, he should hurry to the pass judgment and get equity. In the event that he sits tight for any more, at that point he will be expanding the length of torment. So it is preferable treating the ailment prior over later, on the grounds that it would not be constant at that point. As indicated by Socrates, it is a great idea to do just to companions when they regard us. At that point we should hurt the adversaries when they do shrewdness to us. He recognizes that doing abhorrent is unsafe than accepting malice or damage (Augustine 58). Doing equity might be inward; unexpectedly, doing hurt is out of line while a simply man will never hurt another. Taking everything into account, Socrates implies that no individual should hurt another on the grounds that it is progressively essential to carry on with a fair life. In his view, an only soul of a destitute individual is far obviously superior to a rich man’s soul who got his riches through out of line means.Advertising We will compose a custom report test on Justice for Socrates and Augustine explicitly for you for just $16.05 $11/page Learn More Saint Augustine was a God dreading individual who lived in the Roman Empire. As a righteous man, he endeavored to satisfy the prerequisites of His designer. The most unmistakable of these necessities was giving equity to all individuals (Augustine 60). This was to set a genuine model for the prospective ages to follow the right strides. In his live Augustine had a spirit that looked for the desire of God in order to live that was full evident human character. As he would like to think, he characterized equity in the ideas of want and the desire of God (Dockendorf 49). He envisioned of a humanities which gave God a focal and essential impact. So he was unable to predict genuine equity coming up short on the fundamental component of God (Augustine 64). He gives us his conversation of equity and a general public that is directly through the City of God in Greek Language. Augustine utilizes the Bible citing from various books in defending his assessments. For instance, he cites from Habakkuk that an equitable individual is similar to the equity of God who controls his submissive city in regard of his own beauty. Structure these, it discloses to us that a fair individual will in every case live by his Christian confidence (Lyons 39). In Augustine’s see, this ought to resemble that confidence which is exuberant in Christian love. This affection ought to be the adoration for God alone then the adoration for neighbors’ simply like oneself. Equity can likewise be viewed as the regard of God through adhering to the standard of affection from the Bible. The simply singular (second to none) is a person whose confidence results from the (caritas) which is love of God and others (Lyons 47). In the City of God people groups, relationship to equity is simply optional sense in Augustine’s see equity is chiefly about God. To be increasingly exact in events where God doesn't get His due then He has been exposed to foul play. Equity starts and finishes with Christian love, dedication and the affection for God. In regard of God, there can be no equity without Christ (Augustine 70). The purpose for this is Jesus Christ lived without transgression, and He is genuinely the just barely man who is a proportion of equity. Augustine didn't confine himself on profound intervention alone. He played out the job of an officer without anyone else (Dockendorf 56). At whatever point there was a contention, he contemplated out changing a lot further shrewdness, from the Bible and Christ (Augustine 78). He applied a genuine case of the lady who submitted infidelity and Jesus advised her to go and never sin any more. This is to mean that God has equity for everyone except doesn't give anyone opportunity to keep sinning.Advertising Searching for report on reasoning? We should check whether we can support you! Get your first paper with 15% OFF Find out More Equity as characterized by both Socrates and Augustine point towards a similar course despite the fact that from alternate points of view. As indicated by Socrates equity is acceptable as observed by an individual and detestable as comprehended by the individual. To have the option to recognize great and shrewdness one requires information (Dockendorf 66). This information encourages one to check whether great confirm underhanded or great. He recommends that in the event that one understands that he has done insidiousness he should run for equity (discipline) (Lyons 59). The most noteworthy individual who gives discipline is the Judge, from Socrates perspective. Socrates expresses that equity ought not pause; it ought to be done promptly to abstain from expanding the torment (Augustine 75). St. Augustine, then again, accepts that Jesus Christ is the just barely man and equity wins when a general public depends on God. Equity comes through confidence and love for oneself as well as ot her people. The most elevated individual as respected by ST. Augustine is just God. Equity can never win without God in the middle (Lyons 70). In all the meanings of equity, we locate that individual is clearly just to other people. For ju

Three Common Grammar Errors to Avoid

Three Common Grammar Errors to Avoid (4) Strong research and a well-organized set of arguments will put you well on your way to a top-grade paper. But there’s one thing that many of us find unexpectedly challenging: grammar and mechanics. Using proper grammar isn’t just a finishing touchâ€"it’s a crucial component to making sure that your writing is clear, understandable, and polished. Here are three of the grammar errors that your professors see the most often, and how to avoid them. If you’d like an extra review of your paper for grammar errors, plus a check for accidental plagiarism, take a look at the perks of having a premium EasyBib Plus account! It also comes with access to citation styles like APA, Chicago style format, and more. 1. Run-on Sentences The problem: Long sentences with multiple clauses. These start out with the good intention of writing a complex or compound sentence, but sometimes these turn into grammatically incorrect run-on sentences. Example: The novel has lengthy descriptions of the passionate emotions or confusion a character feels internally, while that is great for readers of the story, the screenwriter is going to have to come up with a way to explain those emotions in a visual manner without the extra prose description to help the audience follow along. Did you get all that? The reader shouldn’t have to go over a single sentence slowly, multiple times in order to understand it. The solution: Use conjunctions correctly and/or split a run-on sentence into multiple related sentences. The first thing to do with a run-on sentence is to check and see where each individual “thought” ends. In the above example, the individual thoughts are: 1. The novel has lengthy descriptions of the passionate emotions or confusion a character feels internally. 2. That is great for readers of the story. 3. The screenwriter is going to have to come up with a way to explain those emotions in a visual manner without the extra prose description to help the audience follow along. A writer could just split it into three sentences, but that would probably be very choppy. Instead, the best bet would be to split it into two sentences: one simple, one complex, and bring “while” back to introduce a dependent clause, because the second and third segments go together. The novel has lengthy descriptions of the passionate emotions or confusion a character feels internally. While that is great for readers of the story, the screenwriter is going to have to come up with a way to explain those emotions in a visual manner without the extra prose description to help the audience follow along. Technically, it would be also be correct to just insert “, and” before “while,” but that would create a very long and unwieldy compound sentence. 2. Problems With Prepositions The problem: Because of outdated conventions, it’s easy to end up with awkward prepositional phrases (subsections of a sentence built around a preposition, e.g., “to the boss” or “of happiness.”) James is the person who I gave the invoices to. There’s nothing of which to be scared. The solution: Familiarize yourself with object pronouns and with updated grammar conventions. An object pronoun is a word that replaces a noun and serves as the object of some verbâ€"that is, the person or thing that an action is done to. In the first example, there are a couple of solutions. If you want to keep the sentence structured as it is, replace “who” with “whom.” However, you can restructure the sentence in more convenient ways: I gave the invoices to James. The person to whom I gave the invoices is James. The second sentence is structured oddly because of an older rule that many of us probably learned in elementary or middle school: to never end sentences with a preposition. Unless you’re writing in an extremely formal manner or in a class that requires a specific style of grammar, many professors will be just fine with a more colloquial structureâ€"which is, also, grammatically correct. There’s nothing to be scared of. 3. Convoluted Sentences The problem: There’s a misconception that academic writing means convoluted writing, and essays end up obscuring the point underneath layers of questionable or too-formal grammar. When, in situations like this, the communication requires a degree of formality, it only requires such a style to the degree in which it is requested; otherwise, one runs the risk of writing in a manner that requires excessive concentration from any given reader and thus obscures the original intent. The solution: Remember that professors are people too. While you’ll want to avoid slang and incomplete sentences (unless the paper calls for them), you don’t have to write like an English textbook. Using big words or nested sentence structures isn’t the mark of a successful paper: a truly successful paper is one that conveys its ideas clearly and persuasively. It’s sometimes necessary to use formal communication styles, but only to a certain degree. Otherwise, the writing might distract from the actual point of the writing. Professors won’t necessarily be impressed by your mastery of four-syllable jargon-y words, especially as undergrads who aren’t likely to be writing at a highly technical level. In fact, that kind of writing is often used by inexperienced writers who are trying to conceal a lack of depth in their content by the use of complex writing. Master these grammar tips and your papersâ€"and professors will thank you! Have a grip on grammar but not citations? EasyBib citing tools and guides can help you create an MLA  works cited page, learn how to do an annotated bibliography in MLA, and create in-text citations. Try it today!

The Life and Works of Ludwig van Beethoven Essay - 657 Words

Ludwig van Beethoven has had a huge impact on musical events. He began his works in the classical era; this era lasted from about 1750 to around the 1800. His musical career started when he was very young, he spent many years studying with Hayden Vienna where he spent the rest of his life. Beethoven is widely known for his nine symphonies and the creativity each one brought. Through this essay we will learn many things about Beethoven and his works. A symphony for starters is a musical composition for full orchestra, typically in four movements where at least one is in sonata form. A sonata is also a composition in several movements from one to eight instruments but a sonata form is a form of a single movement. Beethovens symphonies have†¦show more content†¦Beethoven struggled coming up with ideas for his works which is why in his previous symphonies he gained a lot of knowledge from Hayden and Mozart. (Charlton 2007). Beethoven wrote many more works in sonata form than Hay den and Mozart, he makes his works more powerful and more dramatic. (Charlton 2007). Examples of this are that â€Å"Includes a powerful crescendo that leads to a climatic return of the first theme at the start of the recapitulation† (Charlton 152). As you can see there are many differences they have among these composers. Beethoven’s earlier symphonies were written around 1802. Most of his earlier works were mainly influenced on Hayden and Mozart. You can see through his first symphony how much Mozart and Hayden are really exposed and how they helped Beethoven create his works. His fifth symphony is more in the middle period but this shows his symphonies becoming stronger and longer. This is when he begins to put more work into them, creating ideas and not using them until they are perfect. His fifth symphony is a â€Å"Rhythmic motive that has three short notes followed by one ling note† (Charlton 152). During Beethovens later works he soon realized that he wa s going deaf. He realized this more in the middle period when the height of his career was really taking off. He worked harder and harder to succeed and that’s what he showed through his ninth symphony. His ninth symphony the Missa Solemnis, was completed in 1824. Although this was not his mostShow MoreRelatedThe Life And Works Of Ludwig Van Beethoven1016 Words   |  5 PagesThe Life and Works of Ludwig van Beethoven What you are, you are by accident of birth; what I am, I am by myself. There are and will be a thousand princes; there is only one Beethoven (Beethoven, Favorite Classical Composers). This quote by Ludwig van Beethoven shows just how confident of a composer he was. When people to day think of Beethoven they may think of some of his famous works such as Missa solemnis, his Ninth Symphony, or his Pastoral Symphony. Other people may see Beethoven as a deafRead MoreLudwig Van Beethoven, One of the Greatest Composers of the Roomantic Period1099 Words   |  4 PagesThe Life of Ludwig van Beethoven Multitudes of music books recount the life of Ludwig van Beethoven and his contributions to music. There are many different texts that provide hard evidence that he was an individual who went on to become one of the best-known composers of all times. The early life of music saw many composers try to succeed with writing and publishing music. However, Ludwig van Beethoven emerged to become a crucial figure during the transition from Classical to Romantic erasRead MoreThe Classical Romantic And Modern Era1058 Words   |  5 PagesLudwig Van Beethoven was German Composer Pianist I have never thought of writing for reputation and honor. What I have in my heart must out; that is the reason why I compose Ludwig Van Beethoven piano compositions were published at the age of thirteen. He took a simple ideas creates his worksRead MoreThe Revelation Of Beethovens Childhood1617 Words   |  7 PagesLife as it was for Beethoven had many varying elements, and this research paper will be revealing a lot of what he went through as a young boy all the way to the end of his life and career as the world renowned Ludwig van Beethoven. The basis for this paper is to express and expound on the life and career of Beethoven, and why he was seen as part of the pivotal transition between the Classical and Romantic eras. The topics that will be discussed will be the revelation of Beethoven’s childhood andRead MoreEssay on Ludwig Van Beethoven1148 Words   |  5 Pagesthe people on it as a whole, you see that there are very few influential people whose actions or opinions strongly influence the course of events. Ludwig Van Beethoven, a German musician, is one of those very few. He was an extraordinary musician that lived through hardship and had the horrific fate of deafness, any m usician’s worst nightmare. Beethoven left a wall standing in history that captured the art of sounds and worked it beyond imagination into music so fragile and pure yet onerous, unableRead MoreComposer Report: Ludwig Van Beethoven Essay1359 Words   |  6 PagesComposer report: Ludwig van Beethoven On 17 December 1770, Ludwig van Beethoven was born. He was an amazing and great classical musical composer. He is known for being the most famous composer of the classical and romantic periods of music. According to the â€Å"Enjoyment of Music† manual, Beethoven was born in Bohn, Germany. His father, with his grandfather, was the two singers at the court of a local prince, Friedrich Max. (Forney and Machlis 197). Beethoven began to take an interest in music fromRead MoreA Short Research Paper On Ludwig Van Beethoven1269 Words   |  6 PagesA Short Research Paper on LUDWIG VAN BEETHOVEN MUS 1030 Walters State Community College Robbie Poteete, Instructor NIC NIX APRIL 22, 2016 Although there have been many famous composers over the years, probably none are as well-known as Ludwig van Beethoven. Regardless of one’s particular preference of musical style, almost everyone can quickly recognize Fur Elise, Moonlight Sonata, Ode to Joy, or Symphony 5. Beethoven â€Å"was born during the age of the Enlightenment, came to maturity duringRead MoreMusic Compare and Contrast1570 Words   |  7 Pageshave it easy. Neither did Ludwig van Beethoven who grew to be one of the most successful composers of all time. Taking in the world and challenges around them, both of these artists overcame many obstacles to become what they are known for. Their fans have followed and have been inspired by them. The band Thirty Seconds to Mars and Ludwig van Beethoven came from two different eras and have rough times in their youth but overcame to succeed in the music world. â€Å"[Ludwig] Beethoven’s father, JohannRead More Ludwig Van Beethoven Essay1285 Words   |  6 Pages German composer and pianist, Ludwig van Beethoven, was born December 1770 and spent most of his life in Vienna, Austria. His first teacher was his alcoholic father, who worked as a musician at the Court of Bonn. Teaching him day and night, Ludwig suffered from his fathers harsh and erratic behavior. For a time, he and his father played at the Church. As his fathers alcoholism increased, Ludwig became the main musician. Beethovens talents were discovered at an early age, and he was sentRead MoreThe Music Of Ludwig Van Beethoven1600 Words   |  7 PagesLudwig van Beethoven is known for much of his musical accomplishments. One of his most famous is that he is deaf and yet one of the best musical composers of the classical and romanic area. Beethoven has always been one of my personal favorite composers. When I grew up and started taking piano, Beethoven s Fur Elise was my first large classical piece. Ever since that point on I insisted that when we were in Germany we see his home, and that we did. In this essay I will be explaining Ludwigs Youth

Cell Phones Good And Bad - 891 Words

Cell phones could be both good and bad. Some people say that cell phones are dangerous. While, other people would argue that cell phones are a great invention. With every invention comes positives and negatives. Some of the advantages that cell phones provide is that testing is a fast and easy way of communication, texting and have social media all on your phone can always keep you updated and social with your friends, and people always have all of their personal information at one touch and carries it with them everywhere. Then, there are the disadvantages of cell phones which include texting at the wrong times such as driving is highly dangerous, while you are social and updated with friends through texting it can diminish your communication skills when it comes to talking in person, and also if you have all of your information on your phone and it gets lost of stolen then somebody knows everything that is on there. In the duration of this paper there will be a comparing of both th e negatives and the positives of cell phones and their capabilities. Most all cell phones nowadays are equipped with an option to text. Texting is a prime example of how it could make this invention good or bad. When texting was introduced it was thought of a very fast, easy, and convenient way of communicating. Then, there comes the negatives about texting. One very huge negative about texting is that if it is abused, then it could be potentially dangerous. The most talked about danger withShow MoreRelatedCell Phone Evolution: Good and Bad1252 Words   |  6 PagesCell Phone Evolution: Good and Bad Since the beginning of the industrial revolution, the world has become a smaller and faster place. The time used to travel to far distances has decreased. The growth of new technologies, traveling and communicating has become simple daily tasks for many people. Through the growth of global communication, people have become closer to others across the globe, and business has gone world wide. One invention that came along with the technological revolution is theRead MoreCell Phone As The Main Tool Of Communication1040 Words   |  5 Pagesincreasingly. Mobile phone as the main tool of communication comes into people s daily life. With the development of science and technology, cell phones provide people an easy, and fast way of communication. The cell phone is easy carry, and it helps people keep in touch with others. This is a reason why most people choose the cell phone as their main tool of communication. People rely on their phones. Cell phone has almost become an indispensable p art of life. Mobile phones help people contact othersRead MoreNegative Effects On Cellphones : A Good Tool For Learning Social Skills1443 Words   |  6 Pagesare like me, then you always have your cell phone with you. Is this a good thing or a bad thing? Parents struggle everyday just to seek some attention from their kids, they also worry if their kids are making smart choices on their phones. Cell phones have become very beneficial in today’s life. However, it also causes a lack of social skills, inappropriate activity, and dangerous distractions. Primarily, some people would say that cell phones are a good tool for learning social skills, and thatRead MoreHow Cell Phone have Impacted the World787 Words   |  3 PagesCell Phones Throughout all of history expectant mothers always wanted to have a way to announce to others the gender of their child, and now they can. Mothers can now show the gender of their children easier with the use of their cell phone; they just take a picture and send it in an instant. Cell phones were first invented by Dr. Martin Cooper, who worked for the Company Motorola (Oak) Cell phones have made an impact on many things including society, culture and a multitude of other areas suchRead MorePersuasive Essay‚Äà ®Cell Phones and Driving1006 Words   |  5 PagesEssay—Cell phones and driving Suzy Campbell Title Balancing my coffee on my left leg, eating a donut with my right hand, using my cell phone with my left hand, driving with my right knee and having a conversation with a friend at the same time are surprisingly enough all legal, as long as they don’t interfere with my driving. While all these distractions can potentially interfere with my driving, the one most people often notice is the use of cell phones. Although using cell phones whileRead MoreNegative Effects Of Cell Phones1465 Words   |  6 Pagestremendously. Almost everyone has had a cell phone since middle school age, or even younger. People spend an average of five hours on their phones a day from recent studies (Perez, 2017). Cell phones are a means of communicating with people more often and faster. The average cell phone user spends two hours a day using them. This shows that out of all the down time people have from school, jobs, or other activities, they are usually going to be on their cell phones. Almost e veryone is addicted to havingRead MoreCell Phone During The 21st Century1610 Words   |  7 Pagesprocess, the cell phone has been playing an increasingly important role in our current life. Almost people use the cell phone now. Also there are only few people do not use the cell phone. The cell phone became an indispensable part in our now life. It has brought a lot of benefits and made people get more convenience. For example, cell phone let people contact their families and friends be much easier, and cell phone also can be the camera, it saves the space of the package. So, the cell phone reallyRead MoreThe Benefits and Dangers of Cell Phones Essay763 Words   |  4 PagesCell Phone One of the greatest inventions created in the modern world is the cell phone or is it not? The cell phone has been rapidly growing for many years. A cell phone is necessary and important. Using a cell phone to communicate with family, business and in emergency is an excellent way of communicating, but on the other hand, cell phone is a distraction. With the invention of the cell phone there have been both good and bad results, where people will always be a source of communication duringRead MoreShould cellphones be allowed to children of ages 6 to 12?1562 Words   |  7 Pagesorg). This report clearly shows that there are a large number of children who own a phone. Now, with the latest advanced technology we cannot do much to prevent minors from gaining access to this type of devices. However, what we need to concern about is the damage that phones can cause to children. Lately, there have been many cases of abduction of children by social networks, and also cases of theft of cell p hones. Therefore, the debate regarding children using cellphones whether or not has createdRead MoreDigital Technology And Social Media1086 Words   |  5 Pagesbecome closer or connected to others across the world. One thing that came along with the revolution is the Cell Phone. Cell phones are allowed to be reachable anywhere at any time. The internet is the most useful resource, not only is the internet easy to access but it’s easy to use. Nearly everyone owns a computer and nearly all of which have access to the internet. But isn t that a good thing? Millions of people have the ability to access and share any information. It used to be that when wanting

Impact Free Essays

From its beginnings in the late 19th century when Atlanta was building its commercial and economic base, The Coca-Cola Company has served as a catalyst for progress. Over the years the company has made significant civic and financial contributions that have, in turn, supported and strengthened the city that Atlanta has become. The company’s presence can be felt all across the city – through its universities, civic and nonprofit institutions, and its public spaces. We will write a custom essay sample on Impact or any similar topic only for you Order Now Giving back locally has long been a company priority, and that tradition of community support continues today at Pemberton Place. Named for Dr. John S. Pemberton, the pharmacist who invented Coca-Cola ® in Atlanta in 1886, the 20-acre complex is currently home to the Georgia Aquarium and the NEW World of Coca-Cola ® (opening May 2007). †¢ Land Grants: The Coca-Cola Company donated nine acres to the Georgia Aquarium and 2. 5 acres to the City of Atlanta for construction of a human rights center. †¢ Green Space for Atlanta: The land between the New World of Coca-Cola and Georgia Aquarium adds five acres of green space to downtown Atlanta. The Impact:* The combined estimated economic impact of the Georgia Aquarium and the New World of Coca-Cola is more than $105 million per year for Atlanta. †¢ Jobs: The two attractions will create more than 2,700 direct and induced permanent jobs. †¢ Visitation: One million people are expected to visit the New World of Coca-Cola annually. †¢ 19 percent of the attraction’s visitors are expected to come from overseas. †¢ Estimates indicate t hat 44 percent of out-of-town visitors to Pemberton Place will stay over night in local hotels resulting in more than $1 million in tax revenue per year. Key Milestones: Coca-Cola and Atlanta Impact The company’s long history of community support includes: †¢ Asa Candler, a company founder, donated $1 million to help defray the costs of establishing Emory University. †¢ Robert Woodruff, president of The Coca-Cola Company for 60 years, led the effort to secure the Centers for Disease Control and Prevention (CDC) headquarters. The CDC’s annual economic impact in Georgia is $2. 5 million. †¢ Brothers Robert and George Woodruff donated approximately $105 million to Emory University in 1979, which at that time was the largest single gift to an educational institution in the ation’s history. †¢ Centennial Olympic Park received a gift of $33 million from The Coca-Cola Company (nearly half of the park’s total cost). †¢ The Coca-Cola Company contributed $10 million to support the construction of a new Symphony Hall. †¢ The company contributed $1 million (including in-kind support) to th e Brand Atlanta Campaign. †¢ The company sold the building for the current World of Coca-Cola to the State of Georgia for a fraction of its appraised value. Along with many of its local bottlers, The Coca-Cola Company makes a significant impact on communities in each country where it operates. Estimates indicate that for every job within The Coca-Cola Company system, 10 additional jobs are created locally. In addition, the company devotes resources to a number of community-based initiatives around the world, including: Did you Know? Around the World: The Coca-Cola Company Citizenship Highlights †¢ Vietnam: Launched the Coca-Cola Pushcart Project, which has provided pushcarts, initial product and sales training for more than 4,000 disadvantaged Vietnamese women since 2002. Kenya: Partnered with CARE to bring wells and water storage facilities to 45 schools in western Kenya. †¢ Land Grants: The Coca-Cola Company donated nine acres to the Georgia Aquarium and 2. 5 acres to the City of Atlanta for construction of a human rights center. †¢ Green Space for Atlanta: The land between the New World of Coca-Cola and Georgia Aquarium adds five acres of green space to downtown Atlanta. †¢ The Impact:* The combined estimated economic impact of the Georgia Aquarium and the New World of Coca-Cola is more than $105 million per year for Atlanta. Jobs: The two attractions will create more than 2,700 direct and induced permanent jobs. †¢ Visitation: One million people are expected to visit the New World of Coca-Cola annually. †¢ 19 percent of the attraction’s visitors are expected to come from overseas. †¢ Estimates indicate that 44 percent of out-of-town visitors to Pemberton Place will stay over night in local hotels resulting in more than $1 million in tax revenue per year. Key Milestones: Coca-Cola and Atlanta Impact The company’s long history of community support includes: Asa Candler, a company founder, donated $1 million to help defray the costs of establishing Emory University. †¢ Robert Woodruff, president of The Coca-Cola Company for 60 years, led the effort to secure the Centers for Disease Control and Prevention (CDC) headquarters. The CDC’s annual economic impact in Georgia is $2. 5 million. †¢ Brothers Robert and George Woodruff donated approximately $105 million to Emory University in 1979, which at that time was the largest single gift to an educational institution in the nation’s history. Centennial Olympic Park received a gift of $33 million from The Coca-Cola Company (nearly half of the park’s total cost). †¢ The Coca-Cola Company contributed $10 million to support the construction of a new Symphony Hall. †¢ The company contributed $1 million (including in-kind support) to the Brand Atlanta Campaign. †¢ The company sold the building for the current World of Coca-Cola to the State of Georgia for a fraction of its appraised value. Along with many of its local bottlers, The Coca-Cola Company makes a significant impact on communities in each country where it operates. Estimates indicate that for every job within The Coca-Cola Company system, 10 additional jobs are created locally. In addition, the company devotes resources to a number of community-based initiatives around the world, including: Did you Know? Around the World: The Coca-Cola Company Citizenship Highlights †¢ Vietnam: Launched the Coca-Cola Pushcart Project, which has provided pushcarts, initial product and sales training for more than 4,000 disadvantaged Vietnamese women since 2002. †¢ Kenya: Partnered with CARE to bring wells and water storage facilities to 45 schools in western Kenya. How to cite Impact, Papers

Lucozade Essay Example

Lucozade Paper 1: Introduction This report will critically be discussing the marketing strategy, position and the marketing mix employed by LUCOZADE and the use of some principles. Therefore, the analysis will help to identify how brand is positioned in the energy drinks market and how company promotes its product. After analysing existing marketing strategies, recommended future strategies will be given to advice companies of where the brands are leading to and how they will get there. 1. 1 Company Introduction LUCOZADE A pharmacist in Newcastle formulated Lucozade in 1927. He formulated an easily digestible glucose drink that could help recovery from sickness by providing them with energy when they did not feel like eating food. In 1938 the brand was bought by Beecham and was distributed nationwide, soon becoming renowned across the country as a trusted symbol of recovery. However, by the 1970s there was a decreasing role for Lucozade in people’s lives as the general population began to grow healthier as the incidence of illness became less frequent. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day. It was in 1982 that the most significant and successful re-positioning took place. ‘Aids recovery’ was removed from the bottle and was replaced with ‘Replaces lost energy’. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. We will write a custom essay sample on Lucozade specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Lucozade specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Lucozade specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to ‘get to your thirst, fast’. More recently, Lucozade Sport Hydro Active was launched in 2003. 1. 2 Report Summary The objectives of this report for LUCOZADE are: 1. To show how Lucozade develops its marketing strategy and identify the principles and processes involved. 2. To describe the tools and techniques used to produce a strategic marketing plan and show clearly how these have been applied. 3. To investigate whether Lucozade used option generation and evaluation in developing the strategic marketing plan. 4. To develop and produce a written strategic marketing plan for Lucozade. Section 2: Red Bull’s Marketing Strategy The UK total cold drinks market is large and competitive, with many powerful and famous brands with large marketing budgets competing for share. As a result, the market can be an ever-evolving test for brands that wish to continue to grow in a category that is currently worth ? 3. 55 billion. Within the cold drinks market, increases in the soft drinks category have been slowing. However, growth has been driven considerably by the Energy drink sector, which was worth an estimated ? 940 million in 2006 and has grown +26% since 2003. (Source: Mintel Energy Stimulant drinks Market Report August 2006). The Energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the category’s leading brands. (Source: Nielsen value share data, MAT to December 27th 2006). Since its launch, Lucozade has been the market leader in the Energy drink category with just under 60% value share of the category. Key competitors include Red Bull and PowerAde with 27% and 4. 5% value share respectively. 2003 also witnessed the introduction of several Private Label sport and energy drink launches from the major grocers. The rest of the market is made up with a plethora of smaller brands, predominantly operating in the stimulant drinks sector, and distributed via the Impulse channel and the on-trade environment. | |Red Bull |Solstis |Lucozade Original Energy |Purdeys |Red Devil |Feelfine |Tesco Kick | |Average price |? . 96 |? 0. 90 |? 0. 75 |? 0. 70 |? 0. 90 |? 1. 09 |? 0. 48p | |Pack size |250ml |250ml |380ml |330ml |250ml |250ml |250ml | Section 3: Strategic Marketing Plan 3. 1 PEST Analysis of Red Bull |POLITICAL |If Government imposes health and safety restrictions on the amount of energy drinks that should| | |be consumed, it would affect the amount of energy drinks that are bought. | |If Government introduce import/export charges on the energy drinks market, it may increase/ | | |decrease the amount of energy drinks that are imported and exported. | |ECONOMIC |Inflation would increase the price of drinks and at the same time, consumers’ real disposable | | |income will reduce. Therefore, consumers are likely to buy less energy drinks, as they are not | | |necessities. |SOCIETAL |If company decides to launch its product in a new country, its costs may rise, as it will have | | |to produce different language labels. | | |As the population of youths increase, energy drinks companies may see an increase in the amount| | |of drinks sold. | |TECHNOLOGICAL |More hi-tech technology may enable companies to produce more drinks at a cheaper cost and at | | |the same time improving the quality of the packaging. | |Companies can use the Internet to help advertise and promote its products. It can also sell | | |large quantities of its product direct to its consumers. It is a new way to communicate with | | |consumers i. e. cheap and efficient market research method. | 3. 2 SWOT Analysis of Red Bull Strengths 1. Red Bull is a leader in the ever-growing niche market of energy drinks. 2. The brand has a strong footbold in major markets such as Germany and UK and more recently, (since 2002), the vast US market. 3. Red Bull has a distribution agreement with Cadbury Schweppes; this is positive for further international expansion of the brand. 4. Its network of international subsidiaries are well-developed and will aid the company to effectively move products throughout the globe. Weaknesses 1. Since Red Bull is a private company, it has very few sources to generate capital for international growth and internal expansion in comparison with its public competition. . Red Bull has a lack of diversification in its drinks, although it did release its sugar-free version in 2003. Hence, the company is ‘missing out’ on potential profits that exist in other soft-drink sub sectors. 3. Red Bull firm focus on energy drinks, and hence, if there were to be a drop in demand in the future, it would be left highly vulnerable. Opportunities 1. Red Bull is still quite a new pr oduct in the growing functional drinks market, which leaves a lot of room for development in major markets (eg: UK and US) 2. Expansion of Red Bull’s original line may help to strengthen its customer base (eg: as was seen with the release of Red Bull Sugarfree in 2003) 3. The development of a functional drink is a possibility. Since Red Bull is normally consumed before participation in a sporting event, the company could create an apre-sport, hydrating drink that also replenished vitamis and minerals lost from physical exertion. 4. Continuation of its tradition of entering new markets through the process of on-trade, has potential on an international level. Threats 1. Many ‘copycat’ energy drinks such as Mad Bull and Red Devil threaten to take brand share from Red Bull. Although the company has won most lawsuits, litigation is expensive and the damages remain undisclosed. 2. Red Bull’s sales are threatened by the continued into the drinks market by key drink players such as Coca-Cola with its Powerade brand. 3. Since Red Bull is high In caffeine content and stimulant taurine, it is subject to regulation such as warning labels on cans which the EU imposed in 2002. Furthermore, the drink has been subject to negative press. For example, in Ireland, It was linked to the death of a student (1999) and a murder case (2001). 4. Many small operators also act as a threat because they have a high ‘cool’ value amongst younger consumers with whom energy drinks are popular. 3. 3 Market Segmentation, Targeting and Positioning Here, the notions of market segmentation, targeting and positioning are key to the success of firms’ marketing efforts. Kotler and Armstrong (2004) provide a useful definition: â€Å"Dividing a market into distinct groups with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes (239). Segmentation is important because firms cannot appeal to all customers at once, especially not with the same offering. Rather, firms need to design products and services that fit with particular groups of individuals. Firms can segment their market in a number of ways, including geographical, demographic, psychographic and behavioural segmentation. Kotler and Armstrong (2004: 239-244) provide useful definitions: Geographic segmentation: â€Å"Dividing a market into different geographical units such as nations, states, regions, countries, cities, or neighbourhoods†; Demographic segmentation: â€Å"Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality†; Psychographic segmentation: â€Å"Dividing a market into different groups based on social class, lifestyle, or personality characteristics†; and Behavioural segmentation: â€Å"Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product. † Firms may also choose to segment a market using more than one mode of segmentation, such as geo-demographic segmentation. In order to segment a market effectively, the segment must be measurable, accessible, substantial, differentiable and actio nable. Once segmented, a firm should target specific segments. Kotler and Armstrong (2004) provide a useful definition: â€Å"The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter† (239). When firms evaluate the attractiveness of different market segments, they should examine its size and growth, structural attractiveness and the firm’s own objectives and resources. A large or fast growing market may not be the most attractive in the long-term or necessarily fit with the firm’s ability to take advantage of in the near-term. Structural factors, such as those discussed by Porter (1980) including barriers to entry and the intensity of rivalry amongst incumbents will also highlight the likelihood of a new entrant to appropriate existing rents. Ultimately, a firm must select those market segments that it wishes to target, which consist of groups of buyers with relatively homogenous needs or characteristics. The type of marketing strategy that should be employed will vary on the target market, but will broadly fit along four types described by Kotler and Armstrong (2004: 252-254): Undifferentiated (mass) marketing: â€Å"A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer†; Differentiated (segmented) marketing: â€Å"A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each†; Concentrated (niche) marketing: â€Å"A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches†; and Micromarketing: â€Å"The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups – includes local marketing and individual marketing. † Choosing an appropriate target-marketing strategy will depend on a number of factors. A firm’s resources will determine its ability to serve a wide (or otherwise) market effectively, whilst product and market variability will dictate the need to differentiate the offering and the specific types of customers that may be attracted to its attributes. The placement of the product within the product life cycle will also have an impact, as will the marketing strategies of competitors. Once a firm has selected the segment(s) within which it wishes to compete, it must then choose a specific position within said segment(s) where it will distinguish itself (Kotler and Keller, 2006). This is known as market position (Kotler and Armstrong, 2004): â€Å"Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers† (239). The requirement of market positioning refers more broadly to the notion of competitive advantage. Porter (1985) argued that the purpose of strategic management was: â€Å"to establish a profitable and sustainable position against the forces that determine industry competition†. As such, firms should first identify the unique structure of their industry, in terms of the five forces – the threat of new entrants, the bargaining power of suppliers and buyers, the threat of substitute products and the intensity of rivalry amongst competing firms – that influence levels of competition. On this understanding, firms should then choose to compete on the basis of one of three generic strategic, whether that is overall cost leadership, differentiation or focus (Porter, 1980). Failure to do so will leave firms â€Å"stuck in the middle† (Porter, 1985: 16). The analysis of the firm’s value chain, which exposes its primary and support activities and their contribution to value added, helped the firm to identify the most appropriate generic strategy, as well as adapt its value chain accordingly to better suit the selected strategy and build competitive advantage (Porter, 1985). In this respect, marketers should seek to establish a unique selling point (USP) and strong value proposition that stresses the rationale for buying one firm’s products over another. 3. 4 Red Bull’s Segmentation, Targeting and Positioning Strategy ‘Red Bull gives you wings. This is Red Bull’s international slogan for its energy drink, a product which states not only to increase reaction speed and physical strength, but also to improve the concentration and alertness of consumers. Red Bull is a popular drink amonst men in particular, with its lar gest consumers consiting of athletes, students, and night-clubbers in need of a late night lift. However, the brand is marketed to ‘opinion leaders and hard-working people with active lifestyles’, as the company’s website claims. RED BULL with sugar: |Demographics |Men and women aged 16-29 | |Geographics |Mainly people who are situated in the city, as they are likely to be really busy and tired. Red Bull | | |seems to have a cooler in most bars and clubs in the city as well as in convenient stores. | |Psychographics |People who are tired / stressed and want to relax and have fun. | |Behavioural |Students and young professionals to boost energy during work long day at work. | RED BULL sugar-free: |Demographics |Women aged 16-29 | |Geographics |Mainly in the city where there are many young professional women. | |Psychographics |Drivers who are tired and need and increase in concentration. Women who want an energy boost but are | | |on a diet. |Behavioural |Women who own a car and use it often for long journeys or are always stuck in traffic after work. As | | |well as tired health | Red Bull is one of the dominant forces in the ? 940 million energy drink market. As of 2006, the market had grown 26% since 2004. *Lucozade holds a 60% market share. Its next biggest competitor is Red Bull, with 27% market share (Nielsen value share data, 2006). Lucozade was initially developed as a health recovery product. In the 1980’s it enjoyed a successful repositioning that made it one of the first products targeted at healthy adults who needed energy boost. Since that repositioning it has concentrated on building relationship based partnerships with sporting events, iconic athletes and cutting edge community happenings where it can emphasize its long company history, top notch science and consumer brand familiarity and fondness. Lucozade follows a strategy of brand product expansion. Its makers respond to, and in some ways, drive trends in sports, fitness and energy recovery. There always seems to be a new flavor or new product. These new product’s attributes mirror the changing values and needs of each target consumer. Advertising links the product with known characters that consumers can aspire to, or rely heavily on logical and educational information that emphasize the â€Å"smartness† of users. In contrast, Red Bull succeeds by remaining exactly the same. Consumers can choose with sugar or without. There is no other choice. Instead, Red Bull remains responsive to consumers by expanding the situations where using the product is appropriate. As founder Dietrich Mateschitz says â€Å"We don’t bring the product to the people, we bring people to the product. † Marketing messages are fast paced and quirky. They create lightly specific situations that consumers can relate to, such as driving fatigue, and link Red Bull to the situation as a solution. *Lucozade: Other energy drink brand Red Bull marketing maintains a sense of product mystique that makes consumers feel special, as if they’ve discovered something no one else knows about. Customers can relate to the experience they were having when they encountered the drink and they adjust their values to the attributes of the product. Section 4: Developing and Producing a Strategic Marketing Plan 4. 1 Effectiveness of the Current Plan |Product |Red Bull was launched 17 years ago in 1987. Since then, it has stayed focused on one product. One size. One | | |colour. One sticky, sweet taste. | | |However, in 2003 Red Bull launched a sugar-free version of its original drink. The ingredients are the same | | |apart from the elimination of glucose and sucrose. | | |Red Bull is produced from a number of key ingredients: taurine, glucuronolactone and caffeine. A combination | | |of these ingredients when consumed, should: | | |Increase physical endurance | | |Improve concentration and reaction speed | | |Improves vigilance | | |Stimulates metabolism. | | |Red Bull is packaged in a slim, sleek, silver can. It isn’t sold in a bottle and it doesn’t have script | | |lettering like Coke or Pepsi. This makes it different to other energy drinks. However, many competitors are | | |now launching products, which look incredibly similar to Red Bull. | |Price |Prices range from ? 0. 96 ? 1. 90. | |Promotion |Red Bull’s promotion campaign is sleek and small and original. Even its most profitable strategies have a | | |very low cost. | | |Red Bull has a very effective marketing force: student brand managers. They provide student representatives | | |with free cases of its energy drink and then encourage them to throw a party. By doing so, the good word | | |about Red Bull is spread quickly and cheaply. | |There have been rumours that Red Bull is unsafe for minors and that the drink was linked to the deaths of | | |various teenagers. France has banned the sale of Red Bull altogether. However, Red Bull remains a popular | | |brand and they say that the rumours add to the brand’s mystique. | | |Another way that Red Bull markets its drinks is through people who drive around in Mini’s and Beetle’s with a| | |giant Red Bull can on the back. They find people who need energy and give them a free can of Red Bull. This | | |is a way to introduce Red Bull to the masses. | | |Red Bull relies heavily on bars and nightclubs to help promote its product. Alternative sports have also | | |proven to be a successful product trial arena; the company underwrites a number of extreme sports | | |competitions. Events include the Red Bull Huckfest, a ski and snowboard freestyle competition held in January| | |in Utah; and the Red Bull ‘Flugtag’ (German for flying day), amateur pilots will create exotic flying | | |machines and attempt to soar off the pier. | | |Red Bull uses TV advertising as well, these all feature whimsical sketches of a mysterious Austrian artist. | | |These advertisements serve more to amuse rather than to educate or entice consumers. | Place |Cans of Red Bull and Red Bull Sugarfree are sold in over 100 countries and are mainly sold in retail outlets and | | |bars/clubs in the city. | It has been established previously that the Energy Drinks Market is competitive and continues to grow; there are numerous competitors who emerge each year. Because this market is so competitive, Red Bull need to adopt good quali ty marketing strategies. Red Bull is produced by a private firm, GlaxoSmithKline. Since Red Bull is a private company, it has very few resources to generate capital for new expansion projects in comparison with GlaxoSmithKline. Red Bull was launched in 1987, since its launch, Red Bull has developed rapidly and as a consequence, it has attracted many imitators. Despite these imitators, Red Bull has still maintained its market share. Red Bull has always been promoted with the advertising slogan of ‘Red Bull gives you wings’ and focuses on the stimulant properties of the drink. It hasn’t created new products or re-positioned from its original product. However, a sugar-free version of Red Bull was launched in 2003. This lack of diversification hasn’t affected the sales volume of Red Bull, but they may have missed out on potential profits that exist in other drinks sub-sectors. Red Bull is aimed at men and women who are aged between 16-29. It is targeted at those who are situated in the city as they are likely to be busy and tired after a long day at work. It is also aimed at students who go out to bars and clubs after a long day. Red Bull’s promotion mix: †¢ Internet †¢ Ambient media Red Bull is not sponsored by such organisations; however, it sponsors extreme sports events. Most of Red bull’s promotional activities revolve around sports, and in particular, ‘extreme sports’ which was sourced from the founder, Dietrich Mateschitz, who had a deep interest in snowboarding and skateboarding. These implications are very obvious on the company’s website which includes lists of the many athletes that consume red bull. Such sports include paragliding and surfing. The Red Bull ‘Flugtag’ proves to be a successful way of promoting its product. The ‘Flugtag’ is an opportunity for amateur pilots to create crazy flying machines and attempt to fly off the pier. This has proved to be very popular with many younger people and ties in with the fact that Red Bull has a very effective and low-cost marketing force: student brand managers. Red Bull doesn’t limit its activities to sporting events. It also focuses on promoting its products on school campuses where it pushes brand leaders to sell the product on site. An example of this is in Australia, where literature was handed out, claiming that Red Bull stimulates the brain cells, and therefore the capability to study. Although Red Bull is generally produced for consumption during or rior to times of physical or emotional strain, it also has a reputation of a mixer and hence, sponsors Red Bull Music Academy. Through these strategies, Red Bull can develop a relationship with its consumers and the events which they host provide a good opportunity for youngsters to experience new events and have fun. Even their television advertisements seem to humour the consumers rather than to promote Red Bull. However, because of its high content of caffeine, Red Bull remains in a niche market as it is unsuitable for children under 16, the elderly and pregnant women. 4. 2 Recommendations for Improvement After extensively analysing Red Bull I have come up with various ways in which Red Bull can maintain its market share within this competitive market. In the close future, Red Bull should maintain to develop its international scope, through entering new markets and increasing its strong grip in countries that it already exists in. The best markets at the moment would be markets where energy drinks are only beginning to takeoff (ie: Southern Europe), and not markets such as the UK, due to the ever-increasing pressure from rival drinks. In the US, the market where Red Bull has been gaining strength rapidly since its 1997 launch, space still remains for growth due to the fact that the brand was only available in half of all US convenience stores in 2002. Due to the ever-increasing popularity of energy drinks, the company’s client base also has room to expand and should continue to do so. However, the various lawsuits pursued by the company are indicative of trading difficulties, in particular, the protection of the Red Bull brand, and such difficulties are likely to continue. Red Bull’s 2003 release of sugar-free sub-brand does not appear to have boosted sales. However, despite the first ever variant in the Red Bull portfolio receiving a lukewarm reception, the company may try boosting sales with either another line extension, or even through the development of another brand entirely. Within functional drinks alone, the company has many unexplored avenues available to it, such as hydrating beverage for those fortified with vitamins and minerals. This could also be an advantage to Red Bull just in case the market for energy drinks decrease. In conclusion, strategies that manipulate the market share division are more appropriate to a mature product segment. As long as the energy drink total market grows, both companies should focus on solidifying their consumer base. After the growth of the product market itself stabilizes, than focus in marketing will change to emphasize product switching. Red Bull could develop a brand new product which it could market to its existing client base, but they would firstly have to undertake a lot of research to see whether the new product would be suitable.