Suspense in The Turn of the Screw Essay Example

Suspense in The Turn of the Screw Essay Suspense in The Turn of the Screw 1 . Keep the stakes high: Throughout the novel, the governess is shown to be somewhat in love with her employer. She describes him as a gentleman in the prime of life, such a figure had never risen, save in a dream or an old novel, before a fluttered, anxious girl and goes on to say he struck her, in evitably, as gallant and splendid (4). In her perspective, she lives to please her employer by carrying out her duties successfully. Yet the ghosts pose a crisis thats devastating to the rotagonists world, and she is willing to do anything to prevent the corruption of the children from the ghosts. This mindset creates suspense and allows the readers to empathize with the governess to some point. 2. Apply pressure: As the antagonists of the novel are the ghosts that corrupt the children, the protagonist, the governess, can only be against insurmountable odds; she is fighting against supernatural beings. Yet, another element that adds to the pressure is the fact that she has nowhere to escape. Mrs. Grose points out that the master didnt like tale-bearing†he hated omplaints. He was terribly short with anything of that kind (35). This installs in the protagonist a resolution to never let this ghost troubles be known to her employer, as she admires him and wants to please him in all ways; now she has to deal with the ghosts by herself. This creates suspense in that the screw has been turned even more; she has no escape. 3. Create dilemmas. Suspense loves a dilemma: The most prominent dilemmas that first appear in the novel consist of the governess struggle with the childrens telling the truth about the ghosts Peter Quint and Miss Jessel. We will write a custom essay sample on Suspense in The Turn of the Screw specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Suspense in The Turn of the Screw specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Suspense in The Turn of the Screw specifically for you FOR ONLY $16.38 $13.9/page Hire Writer For example, when the governess sees that Floras little bed was empty, she catches her breath with all the terror that, five minutes before, [she] had been able to resist (55). She continuously believes that Flora and Miles are seeing the ghost but are lying to her. This creates a huge dilemma, as the governess faith towards the children is extinguished and the corruption of the children comes more near. This dilemma creates suspense and doubt at the same time, allowing the readers to ponder about the existence of the ghosts. 4. Complicate matters: The novel poses arious complications to the governess; starting with Miles letter of dismissal, the fact that the ghosts are of her predecessor and her lover, and mostly due to the fact that there are two turning of the screw, two children who are corrupted by the ghosts, heightens the complexity of matters to the governess. Everything crashes to the ground at the end of the novel, as Miles little heart, dispossessed, had stopped (117). 5. Create a really good villain: The villains of this novel are the ghost of Peter Quint and Miss Jessel, the governess predecessor. These villains, despite eing apparitions or ghosts, are highly Msible. The governess describes Peter Quints ghost vividly; He has red hair, very red, close-curling, and a pale face, long in shape, with straight rather queer whiskers that are as red as his hair (30). They seem to be rather clever and strongly motivated, and are powerful in the way that they have the ability to corrupt the children and destroy the governess new life. By creating fear in both the readers and the governess, these villains successfully create suspense throughout the novel. *Page numbers are fit to my book, which has a

Free Essays on Market Research

CONTENTS PAGE CONTENTS PAGE NO. 1. EXECUTIVE SUMMARY 1 2. INTRODUCTION 2 2.1 Background of Marlboro 3 2.2 Decision Problem 3 2.3 Research Problem 4 3. RESEARCH OBJECTIVES 4 4. RESEARCH METHODOLOGY 4.1 Target Population & Sample Size 4.2 Sampling Method 4.3 Data Collection Method 4.4 Survey Period 4.5 Pre  ¡V Testing 5. SURVEY FINDINGS 7 6. CONCLUSIONS AND RECOMMENDATIONS 7. APPENDIX (SURVEY FORM) 22 1. EXECUTIVE SUMMARY Marlboro is a well known brand around the world. Marlboro is from Philip Morris & Co, Ltd. Marlboro stands 39% of the market share around the world. But over the past few years Marlboro sales volume has decreased over the years due to competitions. We have conducted a survey to find out why Marlboro sales volume has been decreasing over the past few years. The total no. of respondents is 60. We have used exploratory methods for the surveys. Our findings reflected that most of the respondents who have switch to other brands of cigarettes were due mainly to the high price of Marlboro. From our findings we can conclude that Marlboro has high quality tobacco. Also we found out that young female smokers might have the tendency to quit smoking in the near future because they find that the new cigarettes package design is too gross and irritating. This goes to show that the anti-smoking campaign in Singapore is quite effective on certain amount of smokers. Our conclusion and recommendations to Marlboro is that they can come up with a new type of cigarettes with lower quality and cheaper prices in order for them to regain their market shares. 2. BACKGROUND 2002 marked the 100-year anniversary for our Company. Philip Morris & Co., Ltd. incorporated as a small tobacco company in New York City in 1902. In 1960, Philip Morris remained the smallest among the six major tobacco companies in the U.S. Our focus on hiring the best people, producing the highest quality products, committing to continued impro... Free Essays on Market Research Free Essays on Market Research CONTENTS PAGE CONTENTS PAGE NO. 1. EXECUTIVE SUMMARY 1 2. INTRODUCTION 2 2.1 Background of Marlboro 3 2.2 Decision Problem 3 2.3 Research Problem 4 3. RESEARCH OBJECTIVES 4 4. RESEARCH METHODOLOGY 4.1 Target Population & Sample Size 4.2 Sampling Method 4.3 Data Collection Method 4.4 Survey Period 4.5 Pre  ¡V Testing 5. SURVEY FINDINGS 7 6. CONCLUSIONS AND RECOMMENDATIONS 7. APPENDIX (SURVEY FORM) 22 1. EXECUTIVE SUMMARY Marlboro is a well known brand around the world. Marlboro is from Philip Morris & Co, Ltd. Marlboro stands 39% of the market share around the world. But over the past few years Marlboro sales volume has decreased over the years due to competitions. We have conducted a survey to find out why Marlboro sales volume has been decreasing over the past few years. The total no. of respondents is 60. We have used exploratory methods for the surveys. Our findings reflected that most of the respondents who have switch to other brands of cigarettes were due mainly to the high price of Marlboro. From our findings we can conclude that Marlboro has high quality tobacco. Also we found out that young female smokers might have the tendency to quit smoking in the near future because they find that the new cigarettes package design is too gross and irritating. This goes to show that the anti-smoking campaign in Singapore is quite effective on certain amount of smokers. Our conclusion and recommendations to Marlboro is that they can come up with a new type of cigarettes with lower quality and cheaper prices in order for them to regain their market shares. 2. BACKGROUND 2002 marked the 100-year anniversary for our Company. Philip Morris & Co., Ltd. incorporated as a small tobacco company in New York City in 1902. In 1960, Philip Morris remained the smallest among the six major tobacco companies in the U.S. Our focus on hiring the best people, producing the highest quality products, committing to continued impro...

Discussion board reply Assignment Example | Topics and Well Written Essays - 250 words - 11

Discussion board reply - Assignment Example Another informative aspect that has been highlighted includes job evaluation that can determine the position that an employee is worth of after a period of protracted service. Same to Roer and Wills (2014) ideas, I have learned that job evaluation is essential in determining the value of an employee to an organization. In organization that are based on service delivery are an exceptional case when it comes to job evaluation. It is hard to estimate the economical values of such employees. In such case the, topic of interest can be borrowed for a redress in this scenario. In future, a person focused pay system would be the best solution for me in cases that involve service industry employees. Nadasen (2012) indicated that a person focused pay system is key in giving a justified wage to employees. This an aspect that is very informative and educative at the same time. Roer, R. E., & Wills, L. P. (2014). Department of Labor to Revise Federal Regulations Interpreting the Right to Receive Overtime Pay under the Fair Labor Standards Act of 1938. Employee Relations Law Journal, 40(3),

The EU and US Data Protection Approaches and their Sustainability Essay

The EU and US Data Protection Approaches and their Sustainability - Essay Example The US has also mounted a scathing attack at the EU Data Protection Directive claiming that it is fast becoming outdated and with time its practicability in implementation will deteriorate (Bercic and George, 2009). Herein after this paper takes a look at the different approaches used by the US and the EU to protect individual’s personal data and which among the two approaches is sustainable in the long run. Data Protection in the Europe With the internet boom starting to take place in the mid-90s, the European countries saw it fit to come up with one regulatory framework that will ensure that the data is about to be generated and shared among users will be safe. Instead of each country independently regulating their own information technology industry, common guidelines were instituted on where each country will base their data protection laws. This regulatory framework was known as the EU Data Protection Directive (Long and Quek, 2002). All member countries, who are also sig natories of the European Commission on Human Rights (ECHR), were required to enforce the provisions therein in within the first three years. The EU Data Protection Directive This is a directive that is meant to protect data and regulate its usage within the European Union. It has 34 articles providing specific instructions about how data should be handled in specific situation. It is based on 3 principles; transparency, legitimate purpose and proportionality (Tavani, 2007). The issue of transparency is covered from article 7 through 12. Using this principle the Directive states that the data subject reserves a right to be informed when his personal data is being collected for processing. The data controller is the person or the... This essay focuses on the US and the EU that are among the blocs that have been on the forefront to promote data protection and hence privacy. The right to privacy is a fundamental human right that is presented as a main focus of the essay. Whereas the US has no specific regulation scheme that is designed to regulate the collection, processing and transfer of personal information, the EU has one. The US has also mounted a scathing attack at the EU Data Protection Directive claiming that it is fast becoming outdated and with time its practicability in implementation will deteriorate. Herein after this essay takes a look at the different approaches used by the US and the EU to protect individual’s personal data and which among the two approaches is sustainable in the long run. After taking into considerations all these factors that were explored by the researcher, it is clear that the EU approach is more sustainable in the long run. The reasons are that though it is sparingly fl exible it does not require this flexibility as it is not the final regulation but just the framework, the member countries can revise their data protection rules as the environment changes provided they are within the framework. The current EU Data Protection Directive is still serving the critical stimulus role to taking data protection very seriously, abandoning it would be disastrous, and instead it should be a reference model for other countries or blocs. The idea of an international standard is the only way to foster globalization in this technological era.

Soft Systems Methodology Analysis Construction Essay

Soft Systems Methodology Analysis Construction Essay This essay investigates Soft Systems Methodology, which is a way of dealing with problem situations in which there is a high social, political and human activity component. SSM varies from other methodologies as it does not deal with the HARD problems that are more technically oriented but instead it deals with SOFT problems. Organizations are making large investments in construction projects. Many factors affect the successful achievement of projects, and to be considered successful, project objectives and specifications must be achieved on time and on budget, also projects should meet Stakeholders expectations and realize measurable benefits. But construction projects are often difficult to estimate and manage; some projects are cancelled or reduced in scope because of overruns in cost and or time, or failure to produce expected benefits. That what makes risk management for construction projects a challenging task. FIGURE 1 SOFT SYSTEM METHODOLOGY: Soft System Methodology is the brainwave of  Professor Peter Checkland. The methodology was devised as a result of consultancy work (Platt, 1995).  Hutchings (2006) explains this development as an approach which can be accessed in the situation where Hard System Methodologies are fruitless. He writes,   When confronted with complex real world problems which cannot be defined solely in the scientific terms, Checkland was forced to abandon the classic system engineering thinking which could not describe fully the situation he faces. This led to a fundamental reappraisal of the classics hard approach and the subsequent development of the Soft Methodology. Hence, SSM is classified as a generic methodology (Wilson, 1992) which should be adapted to any given situation. It deals with fuzzy problem situations situations where people are viewed not as passive objects, but as active subjects, where objectives are unclear or where multiple objectives may exist (Rosenhead, 1989). This is explained as human activity system (HAS)   a collection of activities, in which people are purposefully engaged, and the relationships between the activities (Platt, 1995).  Hence SSM is a qualitative technique that can be used for applying System Thinking to non-systematic situations. It follows its progression in seven stages as laid down by Checkland in seven stage model which  is considered by most people to be  the  SSM (Platt, 1995). The seven stages are incorporated into two parts: the real world and systems thinking, as illustrated  in Figure 2. The diagram is divided into two halves. The upper half (Stages 1, 2, 5, 6, 7) are activities th at take place in the real world that is they are based on the knowledge and experience of the participant of how things are to them (Beckford 1998) and therefore should involve people in the problem situation. The bottom half (Stages 3,4,4a,4b) are systems thinking activities which are carried out in the language of systems and may or may not involve people in the problem situation, depending on the circumstances of study  (Johnson, 1999).   FIGURE 2: LEARNING CYCLE OF SSM Effective Risk Management: Project risk management consists of two stages: Risk Assessment, and Risk Control. Risk Assessment is an iterative process; it can take place at any stage and during any time of the project lifecycle, though the sooner the better. Risk Control cannot be effective without a previous risk assessment. TYPES OF RISKS IN CONSTRUCTION: Risk in the design (Flanagan, Norman):   The design risk includes:   Errors in the drawing and design by the architects, structural engineer,   Risk of finishing the drawing in the agreed time, Risk due to number of revisions made in the drawings,  Risk due to the mistake in estimation and costing. Risk arising by the contractor:   Risk occurring due to the in experience of the contractor in doing the kind of project, Risk occurring due to the lack of coordination with the sub contractors and the suppliers which results in delay of the work, Risk due to the manpower mismanagement and also due to the issues regarding claims, disputes, Risk due to the delay in payment of bill to the contractor by the client. Risk arising by the client:   Risk due to not giving insufficient information on the clients needs to the contractor,  Risk due to delay in making important decision, Risk due to the wrong selection of procurement route to construction of the building,  Risk of delay due to changes in the architectural drawing and the design calculations,. Risk arising in the site:   Risk due to improper soil investigation in the site which results in problems like water logging, Risk due to problem with the transportation facility to the site which delays in the delivery of the materials to the site. Other miscellaneous risks: Risk in delay of the project due to the delay in the approval from the local authorities, Risk due to some political interferences,  Risk due to the problems raised by the neighbourhood property owners,  Risk due to the existence of previous building in the site. FIGURE 4: RISK IN CONSTRUCTION MANAGEMENT The Role of Each Stake Holder Involved: The stake holders involved in the Risk management study (Lambeck, Eschemuller) are: Risk Manager:   He is the head of the risk management study. He initiates the meeting with the client and submits the risk management report to the client. The risk manager will prepare a risk management evaluation report to submit to the client. Architect:   Architect works on the design of the building based on the requirements given by the client.   He is responsible for the design and he has to make sure that the design is proper and the risk of changes in the drawing is minimal. Structural Engineer:   The structural Engineer proves the structural design of the project. He is responsible for the structural stability and the safety of the building. He can change the architect drawing if there is no structural feasibility in the design. Project Manager:   The Project Manager is the main representative from the client side who is responsible for the whole construction work. He calculates the time limit to finish the project and also looks in to the quality considerations. He coordinates the construction team and make sure that the potential of risk is minimum. Quantity Surveyor: The quantity Surveyor is a main part and works on the cost aspect of the project. He will be responsible for selecting and delivering different materials for the construction. The estimates proposed by the QS will be very competitive. Client: The client is the owner of the project. The client will be providing his requirements to the project team. There fore his satisfaction with each of the proposals is very important. Service Engineer:   The service engineer is responsible for the risk involved in the service provided in the building such as electrical, plumbing, air conditioning etc. The Information Client will need to provide to the Workshop Participants before Each Study:   The client provides the requirements he expects from the study to the stake Holders such as Architect, Structural Engineer and Quantity Surveyor etc. the information client has to provide are: The aim and the objective of the project: Quality expectations: Quality is an important factor and has to be considered for the project. All the materials used for the project should be of high quality and proper checking has to be done by the project manager. Allocated budget: The budget allotted for the project has to be clearly defined. This will help in calculating the coast control techniques. The whole life cycle cost of the project and the cost certainties also has to be evaluated. There fore a detailed risk management study has to be carried out during the pre defining stage. Time limit: The time limit to complete the project has to be finalised and should be finished in the calculated time since it adversely affect the project budget. There fore the time required for the design and the execution of the project has to be calculated. The list of machineries going to be installed in the project: It is needed to fix the electrical connection. The risk manager should be provided with the plans of future expansion if there is any. Site Details: The site consideration such as the size and shape of the site and the area in which the site is situated has to meet the project objective. Hard and Soft Systems: Hard systems thinking are goal-directed as the particular study begins with the definition of the desirable goal to be achieved. It is essentially concerned with the question of how to achieve a predetermined aim. Soft is concerned with defining the options for improvement thus addressing the what to do question. It is also committed to the examination of human activity, which is the other soft part of the equation, in hard systems thinking a goal is assumed. The overall purpose of the methods used by the analyst is to modify the system in some way so that this goal is achieved in the most efficient manner. Whereas hard systems thinking is concerned with the how of the problem, in soft systems thinking, the objectives of the systems are assumed to be more complex than a simple goal that can be achieved and measured. Every system can be said to have a set of purposes or missions rather than goals. Understanding of soft systems can be achieved through debate with the actors in the sys tems. Emphasis is placed on the what as well as the how of the system. Conclusion: To deliver successful construction projects that meet the three deliverables (budget, time, and customer satisfaction), project managers should spend time assessing and managing risk, and allocating contingency and management reserves, so that any risk that arises will be mitigated, following risk assessment and planning. Without maintaining a contingency reserve, the project manager is forced to go back for additional time or dollars for every risk as it becomes a problem. Also to attain successful projects, the project managers have to follow a soft system methodology to ensure that the project starts with a chance of achievement.   BIBLIOGRAPHY: Michael. F. Dallas (2006)-   Value and Risk Management- A guide to best practise N.J. Smith, Managing risks in construction projects Beckford, J. (1998),  Quality: A Critical Introduction,  Oxford: Routledge Hutchings, J. (2006),  A Soft System Framework for the Conservation Management of Material Cultural Heritage  in Alan, D. (2008) Managerial Problem Solving,  Newport:  University  of  WALES Johnson, A. (1999),  Using Soft Systems Methodology in the Analysis of Public Involvement in EIA Platt, A. and Warwick, S. (1995),  Review of Soft System Methodologies, Journal: Industrial Management Data Systems, Vol 95, No. 4, Page 19-21 Checkland, P. (1981),  Systems Thinking, Systems Practice, Wiley:  Chichester Reason, P. and Bradbury, H. (2001)  Handbook of Action Research: Participative Inquiry and Practice,  London: Sage  Ã‚   Rosenhead, J. (1989),  Rational Analysis of a Problematic World, Wiley:  Chichester Wilson, B. (1992),  Systems: Concepts, Methodologies and Applications, Wiley,  Chichester, Roger Flanagan, George Norman: Risk management and construction By Richard Lambeck, John Eschemuller: Urban Construction Project Management Introduction: 1 Soft System Methodology: 1 Effective Risk Management: 3 Types Of Risks In Construction: 4 The Role of Each Stake Holder Involved: 5 Hard and Soft Systems: 7 Conclusion: 8

Kellogg’s Marketing Essay

Introduction: U.S based Kellogg’s is a world leader and the most successful cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast http://www.kelloggs.co.uk/company/history/howitallbegan.aspx About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) http://www.ansoffmatrix.com/ Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship product ‘Cornflakes’. This was always going to be tricky as Indians love their hot breakfast. Kellogg’s had a challenge to turn the mindsets of the Indian consumers who traditionally were used to having hot breakfast in the morning. Ready-to-eat breakfast or food was nonexistent. Kellogg’s via their advertising campaign did also educate the Indian consumers about the calorie and nutritional contents, etc. Company also struggled with their introductory pricings as their competitor ‘Mohan Meakin’ sold at a reasonable price. Although, Kellogg’s had a safe and attractive packaging but was considered as high. We assume that the market for Kellogg’s in the U.S and U.K was saturated and hence they decided to enter India. (Haig, 2003) Product Development: Companies develop new products or upgraded products for an existing market. It also includes thinking on how the new products can satisfy customer needs and outperform the rivals. http://www.ansoffmatrix.com/product-development.html http://businesscasestudies.co.uk/portakabin/achieving-growth-through-product-development/ansoffs-matrix.html Following the corn flakes the company launched chocolate covered flakes, named as Chocos and to go with it flavours such as coconut and mango. The product which saw the company sales rise up by 17% was the ‘Iron Shakti’ which contained iron and was designed to address the iron deficiency in the Indian kids as most of the population ass had no proper breakfast apart from milk, tea & biscuits, etc. Iron Shakti was their first major success which helped them capitalise eventually. Kellogg’s tried its hand in producing biscuits which apparently didn’t work due to a very tough competition it faced from Parle-G and Britannia biscuits. Kellogg’s other product ‘Cheez-It’, launched in 2002 and was withdrawn in 2003 didn’t garner any attention either. (Refer to Appendix 2) (Excerpts from the case study, page 5) http://www.thehindubusinessline.in/2003/03/18/stories/2003031801420600.htm Market Penetration: It’s well known growth strategy where the company concentrates on selling existing products into existing markets. (O’Shaughnessy, 1995) Kellogg’s with their intelligent research team did find out that the cereals were actually consumed by the entire family and also for health/diet conscious women so they launched a different variant of the cornflake known as ‘Special K’ under weight management. With this product (Special K), Kellogg’s challenged the consumers to lose 2.5 kgs in just two weeks. To encourage the household adults to consume, they produced adverts with adults featuring in it. (Excerpts from the case study 6 & 7) Market penetration increases or helps maintain the market share of the current products with advertising, sales promotions and personal selling. The Special K and the Iron Shakti just did that for Kellogg’s; they kept educating their consumers via adverts, campaigns and attractive and informative packaging which later paid off with good market share on these products. http://tutor2u.net/business/strategy/ansoff_matrix.htm Product/Market Diversification: A process which defines the activities of firms to enter new product market combinations. It is of primary interest to the researchers. (Klier, 2008) To improve the market capitalisation of the company, Kellogg’s introduced ‘Cheese-It’ a baked cheese snack crackers in the snacks category. It was launched in 3 flavours to suit the Indian tastes. And along with the snacks, the company introduced biscuits, as Kellogg’s Choco Biscuits. The move to launch snacks and biscuits backfired and resulted in withdrawal of the products in a very short time. The Indian biscuits industry has been dominated by Parle-G and Britannia for a very long time now. It was an up heel task for the Kellogg’s but they were confident as people started to recognise Kellogg’s as a good quality brand. With the launching of the snacks and the biscuits Kellogg’s wanted to reach out to the masses and redefine them as a convenience food market. Kellogg’s made a major announcement that they are ready to acquire salty snack maker ‘Pringles’ from Proctor & Gamble. This deal marks the entry of Kellogg’s into salty snacks, an important add-on to their portfolio with convenience foods and the successful breakfast cereals. (Excerpts from case study, page 7) http://www.business-standard.com/india/news/with-pringles-buy-kelloggs-haslarger-canvas-in-india/464942/ http://www.just-food.com/news/kelloggs-exits-biscuits-business_id68045.aspx 2.) Kellogg’s India in regards with the 4P’s of Marketing: According to Borden, 1964, the marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging display, servicing, physical handling, fact finding & analysis. All the above factors were later grouped into 4 categories now known as 4P’s of Marketing. http://www.netmba.com/marketing/mix/ http://www.google.co.uk/imgres?q=4+p%27s+of+marketing&hl=en&biw=1366&bih=643&gbv=2&tbm=isch&tbnid=MyJEUI-Mui5D0M:&imgrefurl=http://candidkatie.com/2009/10/13/the-4-ps-of-marketing-part-1/&docid=W7aCYZrJmVXbSM&imgurl=http://candidkatie.com/wp-content/uploads/2009/10/4-ps-300Ãâ€"218.jpg&w=300&h=218&ei=Rf-9T4X_EsXk8QP4lfUp&zoom=1&iact=hc&vpx=571&vpy=178&dur=224&hovh=152&hovw=209&tx=73&ty=46&sig=116673603394737623265&page=2&tbnh=139&tbnw=191&start=20&ndsp=25&ved=1t:429,r:21,s:20,i:162 Product: As a tangible product, it was important for the product to be appealing for its content and its price too. Kellogg’s launched their flagship product to start with, Cornflakes which was a success in the western market. Cornflakes which initially failed, were later back in the market with some modifications then called as ‘indianization’. The flakes were a bit thick and were sweetened to suit the Indian palette. The increase in the awareness of the products via advertising resulted into the expansion in the market and health benefit of the products was the main reason for the fast driving sales. The ‘Iron Shakti’ gave the Kellogg’s taste of success with 17% rise in the sales, was designed to cater the iron deficiency in the growing kids. In order to redefine themselves as a convenience company and to pace their growth Kellogg’s introduced Cheez-It and Kellogg’s biscuits; unfortunately it did not share a liking amongst the Indian con sumers and was later scrapped from production. Kellogg’s then only decided to concentrate on cereals and its development. (Excerpts from the case study, page 5 & 6) Price: Pricing is an important marketing mix tool for both creating and capturing customer value. (Kotler & Armstrong, 2010). Initially, Kellogg’s only focused on the quality of the product, features and benefit to the Indian consumers. India is a country with majority of population as middle class; the Indian public has been always price sensitive. Kellogg’s launched ‘KPak’, a very reasonably priced product at only INR 10 in 2007, a variant of the Chocos, an ideal option to chips and other junk foods. In 2010, Kellogg’s rolled our retail packs of different sizes & prices to cater the need of variety of consumers. After the launch with effective advertising, the company saw rise in the sales but that was just the curiosity of the Indian consumer to buy a new product. Baring in mind that the competitor Mohan Meakin reasonably priced their cereals and the situation (initial failure of Cornflakes), Kellogg’s priced their future products reasonably Place: The products were only available in the metro cities when it was initially launched in 1994. Then as a premium product it was only placed in the supermarkets and due its pricing clientele expected was the higher middle class or elite. Eventually, when the product became popular and after the launch of KPak which was priced at INR 10, Kellogg’s tried to reach out to the Tier 1 & Tier 2 towns in the country. (Excerpts from case study, page 8) Promotion: Kellogg’s were quiet effective on the promotional front. They always had attractive adverts on the telly usually featuring kids and the adverts featuring at the prime time soaps. As mentioned earlier, Kellogg’s had a Bollywood celebrity to endorse their products for adults. A celebrity is like an eye-kandy who attains the attention of the consumers which helps in creating awareness about the brand. In regards with personal selling, newspapers adverts were given and special weekend adverts were posted in weekend newspapers or in the kids section of the newspapers to attract the attention of the kids. Kellogg’s did a special promotion whilst sponsoring Spiderman 2 movie; they rolled out specially packed limited edition ‘spider web’ cereals and gave away relevant toys. The promotion was only available for 2 weeks and extensive advertising was done. Along with the pack, the buyer can also avail 20% discounts on the upcoming Spiderman 2 DVD. http://www.thehindubusinessline.in/2004/07/14/stories/2004071401260900.htm http://www.4psbusinessandmarketing.com/24022011/storyd.asp?sid=4411&pageno=1 http://searchandhra.com/cinema/karishma-kapoor-brand-ambassador-for-kelloggs-chocos Porters Generic Strategies: Michael Porter has identified the four strategies to achieve a competitive advantage: 1.) Cost leadership 2.) Differentiation 3.) Focus Strategy – i) Differentiation ii) Cost. The Differentiation strategy is more relevant for the Kellogg’s, in accordance with case study. A Differentiation strategy calls for the development of a product or services that are both unique and are valued by the customers. A Differentiation strategy is also the one in which a product offering is different from that of one or more competitors. (Aaker, 2001) http://tutor2u.net/business/presentations/strategy/genericstrategies/default.html Kellogg’s started in India with their flagship product ‘Cornflakes’ with 3 variants. Unlike their competitor, Kellogg’s cornflakes were premium priced with an attractive packaging. With cornflakes initially failing due to sogginess after adding milk and less sweet flakes, Kellogg’s was quick to do amendments to suit to the local taste buds. Kellogg’s with their effective advertising campaign and communication via packaging spread awareness about the product and its benefits. Kellogg’s always believed in advertising and promotions, as it’s the most important medium to reach the target market and spreading brand awareness in India and endorsing the product with a celebrity is adding value to its which the Kellogg’s rival never did. http://www.4psbusinessandmarketing.com/24022011/storyd.asp?sid=4411&pageno=1 Major Challenges faced by Kellogg’s Even if Kellogg’s was a world leader in breakfast cereals with reports of profits in the western countries they did struggle for a while on their arrival in India. Kellogg’s were smart enough to apply proper strategies to tackle the issues they had. I have analysed their issues with some theories below: 1.) SWOT Analysis The use of SWOT Analysis allows organizations to maximize their strengths, minimize their weakness, take advantage of their opportunities and overcome their weaknesses. (Fine, 2009) Strength: Kellogg’s main strength was the product. Although they misread the market at first in regards with the product and price, they were quick to make changes and jump back. They had the advantage of first foreign cereal company to serve in the raw market India. Over the years, the best thing that Kellogg’s did was they carried extensive market research. They read the market accurately and offered quality products on a regular basis at a reasonable price. The other major factor was they were selling variety of healthy products whilst creating awareness about the products amongst the consumers. (Refer to Appendix 3) P.E.S.T.L.E (Refer to Appendix 4) With the help of the Porters 5 forces we can evaluate the 5 major challenges faced by Kellogg’s in India. http://www.google.co.uk/imgres?q=porter%27s+5+forces+definition&um=1&hl=en&sa=N&biw=1366&bih=643&tbm=isch&tbnid=WmX3SuQUrNjk4M:&imgrefurl=http://www.businessmate.org/Article.php%3FArtikelId%3D9&docid=w0bo10yR_EOaQM&imgurl=http://www.businessmate.org/userupload/Michael_Porter_Five_Forces.png&w=450&h=400&ei=xE6_T9W2E82W0QWy-_nRCg&zoom=1&iact=hc&vpx=275&vpy=269&dur=44&hovh=212&hovw=238&tx=126&ty=173&sig=116673603394737623265&page=1&tbnh=140&tbnw=156&start=0&ndsp=18&ved=1t:429,r:7,s:0,i:86 With evaluation of the opportunities and threats through the SWOT analysis, The porters five forces model will give us an overview of the challenges Kellogg would face. The five major forces lead to assessment of the overall competitive dynamics of an Industry. ( Colley 2007 ) 1. Threat of new entrants: There are a lot of Domestic Companies from India like Hindustan Liver Ltd, Dabur India Ltd which may diversify and enter the Cornflakes Market which will threaten Kellogg’s position as they have an expertise in the food processing business . Also, with the Supermarket trend starting in India, there is a prospective entry of their own brands which are more reasonably priced on the market .This will make it necessary for Kellogg to come up with products with traditional Indian flavours to be able to gain competitive advantage over the domestic competitors like adding saffron or cinnamon flavour to their products. 2. Threat of substitute products or services Kellogg is a product in which many variations are not possible. The Indian breakfast items list from a wide range of foods with different tastes and flavours. The introduction of ready to eat breakfast items from Manufacturers like Haldirams and Gits pose a huge threat to Kellogg . The Company is recommended to diversify their product portfolio. 3. Bargaining power of Buyers The bargaining of power of an Indian consumer is very high due to a wide range of available products in the market. In case of slight fluctuations on the price, the customers may opt for other products in the market which are more reasonably priced as the buyer is price sensitive .This makes it ideal for Kellogg to price their product in accordance to the competition. 4. Bargaining power of Suppliers The company imports most of the raw materials required for manufacturing. If it purchases these materials via domestic suppliers, it would prove to be cost efficient, save time and also save the exercise duty taxes. 5. Intensity of rivalry among competitors With introduction of wheat flakes, extra muesli as its high fibre breakfast cereals, Kellogg is also in process of creating alternatives with different flavours in order to compete with its Rivals such as ITC , PepsiCo and Nestle . In 2006 the largest snack company in the country , Frito Lay , a division of PepsiCo India Holdings , had also , had also entered the breakfast cereal market . Conclusion The assignment has given me an opportunity to understand the marketing implications of a product launched in a foreign nation with a diverse culture and also the challenges faced in order to have an established competitive advantage on foreign soil. It gives an insight of how marketing can help reach out new markets and also create new markets for products which were never a necessity .Also the use of various marketing concepts like Porters five forces and Ansoff matrix have helped in a critical evaluation of current marketing situation and various forces that affect the performance of Kellogg . Bibliography: Books: Philip Kotler, Roland Berger & Nils Bickhoff, The Quintessence of strategic marketing, 2010, page 210 David Aaker, Strategic Market Management, 6th edition, page 159 Andrew Lester, Growth Management: Two hats are better than one, 2009, page 52 John O’Shaughnessy, Competitive Marketing: A Strategic Approach, 4th edition, 2008, page 175 Daniel O. Klier, Managing Diversified Portfolios, 2008, page 76 Philip Kotler, Gary Armstrong, Principles of Marketing, 2011 Lawrence G Fine, The SWOT Analysis, 2009 Websites: http://www.kelloggs.co.uk/company/history/howitallbegan.aspx http://www.businessweek.com/innovate/content/may2006/id20060508_952455.htm http://www.ibef.org/download/Kellogg_India.pdf http://www.ansoffmatrix.com/product-development.html http://businesscasestudies.co.uk/portakabin/achieving-growth-through-product-development/ansoffs-matrix.html http://www.thehindubusinessline.in/2003/03/18/stories/2003031801420600.htm http://tutor2u.net/business/strategy/ansoff_matrix.htm http://www.business-standard.com/india/news/with-pringles-buy-kelloggs-haslarger-canvas-in-india/464942/ http://www.just-food.com/news/kelloggs-exits-biscuits-business_id68045.aspx http://www.netmba.com/marketing/mix/ http://www.4psbusinessandmarketing.com/24022011/storyd.asp?sid=4411&pageno=1 http://searchandhra.com/cinema/karishma-kapoor-brand-ambassador-for-kelloggs-chocos http://tutor2u.net/business/presentations/strategy/genericstrategies/default.html http://www.4psbusinessandmarketing.com/24022011/storyd.asp?sid=4411&pageno=1 http://www.kelloggcompany.com/corporateresponsibility.aspx

Challenges That May Arise When Writing a Persuasive Essay

Three challenges that might arise when writing a persuasive essay are making a plan, writing a draft, and revising your draft. While making a draft you should always consider how you can organize your ideas effectively for the readers. You can arrange your ideas and make an outline to organize your ideas effectively (Chapter 7). Doing so will allow the readers to be able to understand what point you are trying to get across without any doubt or confusion. Writing a draft can help show the readers what you mean. In your draft it should include an introduction that is catchy and that will interest your readers, have a strong and solid conclusion, and it should also have a strong solid title (Chapter 8). During the revising process of your draft you should think of ways to make your draft clearer or more convincing to the readers. This could be done by looking for ideas that don’t fit, looking for ideas that could use more detailed support, and connecting ideas with transitional words and sentences (Chapter 9). One more challenge that might arise when writing a persuasive essay is editing. Editing a paper will allow me to ask myself what errors could confuse my readers and weaken my point. This process can also help me find and correct errors in grammar (Chapters 22–33), look for errors in word use (Chapters 34–35), spelling (Chapter 36), and punctuation and capitalization (Chapters 37–41). READING: Read Chapter 3 in Real essays with readings: Writing projects for college, work, and everyday life – Writing Basics. The strategies I will use to overcome making a draft is use my time wisely. By doing this I will be able to have a set block of time to work on this and will not be able to wait until the last minute. I will also write down any ideas that pop up in my head. So I will not forget what it was and is because it could be a useful and helpful idea to use in my paper while writing it. Another strategy I could use is to make a web of ideas while planning out my paper. To overcome the challenges of writing a draft I will need to try show what I mean to the readers, come up with a strong title, come up with a strong conclusion, and come up with a catchy way to start my introduction paragraph. While I am revising my essay I will look for ideas that do not fit and find ideas that could use more detailed support if it does not have enough detailed support already. Finally I will I will look for errors that might confuse my readers and weaken my point more closely. I could also try reading it backwards to see if it will help me find errors such as grammar, errors in word use, punctuation, and if any capitalization errors.