Muslims in America

Population So far, there are no official, accurate figures concerning the actual number of Muslims living in the United States. Estimates have ranged from as low as less than three million to as high as over six million. This is understandable because the statistics being released by the census bureau do not include religion as a category. As far as the census figures are concerned, therefore, Muslims could have been counted as Asians, Arabs, Africans, or even Europeans (Mujahid). Independent observers believe that the figures being released to media depend on the partiality of the source. For instance, David Harris, executive director of the American Jewish Committee, claimed that the number of Muslims living in the United States as of 2001 did not exceed 2.8 million – a figure which was way below the estimates submitted by several researchers. This statement was immediately contradicted by Ibrahim Hooper. Speaking on behalf of the Council on American-Islamic Relations, Hooper argued that the report which was generated by a review commissioned by the American Jewish Committee was a â€Å"desperate attempt to discount the role of American Muslims.† The debate appears inconclusive since the figures released by Harris and the American Jewish Committee might just prove inaccurate if one considers that the review was done in the aftermath of the 9/11 terrorist attacks – which everybody knows precipitated an anti-Muslim sentiment in the country (Zoll). However, the exact number of the Muslim-American population is not that significant if one’s purpose is to fully understand the Muslim-American community and examine how it has assimilated and contributed to the economic and social development of the United States. They could be over six million or less than two million – what is more important is the quality and the extent of their contribution as well as their desire to exert a sustained effort aimed at increasing the same. Considering the effects of the 9/11 attacks, the commitment of Muslim-Americans to peace and development in the country acquires greater significance. Profile Almost 80% of Muslim Americans are between 16 and 65 years of age. They belong to households with an average membership of five, suggesting a family-oriented culture. Majority of these families live in cosmopolitan centers: California has the highest concentration of Muslim-Americans with 20%, followed by the state of New York (16%), Illinois (8%), and 4% each for the states of Indiana and New Jersey. Michigan, Ohio, Texas, and Virginia each account for three percent of all Muslim-Americans. The fact that they are found in multiethnic and multicultural communities indicates that Muslim-Americans do not have difficulty in living with people with different backgrounds and persuasions. Not all Muslim-Americans are Arabs. In fact, only a minority of about 12% are of Arab descent while 24% originated from South Asia, the majority (42%) being African-Americans. Sixty-seven percent of all Muslim-Americans are immigrants and/or descendants of immigrants. In addition, around 30% of all African-American inmates in the country’s penitentiaries are either Muslims or Muslim converts (Mujahid). Most of the Muslim-Americans are professionals with only a very few venturing in private business. However, the professionals are versatile, making their contributions from different fields. Many of them are serving under the United States Armed Forces. As a matter of fact, the number of Muslim-American servicemen exceeds one percent of the entire population of the armed services of the country. Some – more than 10% – are in the computer and engineering industries, another 8% are employed in the medical field, and some 4% have ventured in the financial field (Mujahid). The Muslim-Americans are not an impoverished people. Although national figures are not currently available, the average income of a Muslim-American household in the state of Illinois was found to be $53,500,.with the Arab Muslims earning the highest average income of $69,000 and the African-American Muslims earning a lower $32,000 a year (Mujahid). In other words, they are good contributors not only to the coffers of the state and federal governments in terms of income taxes but also to private business as far as their purchasing power is concerned, underlying their significant contribution to the overall economy of the country. As a matter of fact, as shown by a study conducted recently by the Detroit-based JWT Advertising, reportedly the biggest advertising company in the country, the purchasing power of the Muslim-American community in the country is estimated at around $170 billion. This is the reason why JWT Advertising is now collaborating with other organizations to assist them in capturing their share of the rather large business of the Muslim-American community. To achieve this objective, the business firms in the Detroit area are now making use of the different aspects of the Muslim culture to win over Muslim customers. In fact, according to the director of trends spotting of JWT, Ann Mack, â€Å"Some marketers – – I am not going to name them specifically – are having Ramadan advertisements,† she says, â€Å"and because they are speaking specifically to these populations, they will appeal, they will resonate and those consumers will tend to gravitate towards these brands† (Elshinnawe). Some companies have been treating this issue seriously. IKEA, a Swedish company engaged in the furniture business even sought the help of the chairman of the American Arab Chamber of Commerce. When consulted, Nasser Baydoun recalled that â€Å"What we were able to do was to teach them how to market to our community.—how does our community get its information, how do they choose which store they go to and how does IKEA create a working staff that is friendly to the community.† Based on this advice, IKEA put together a diversity training program for all its employees, started talking about the needs of Muslims, and required its designers to adapt their product designs to fit the needs and tastes of the Muslim community. All of these changes were aimed specifically at ensnaring the market offered by the Muslim-American community (Elshinnawe). Programs and practices The community takes care of its basic needs. Their religious and educational needs are being served by around 3,000 Islamic centers and mosques scattered all over the country, approximately 500 Islamic Sunday schools, at least 200 Islamic schools and six schools of higher learning. The members of the community are active in spreading the shahadah. In the Illinois area alone, a significant growth was observed. Twenty-five percent of new Muslims in the state came from conversion from other faiths. The Islamic practice of Friday prayers is, however, observed by only about four percent of the community. Observers could not be certain whether this indicates a low religiosity among the Muslims, or whether this is due to the fact that Muslims are not being given a day off from their work to enable them to attend the Friday prayer. As far as tithing is concerned, it is estimated that about $100 million is collected from Muslims every year to go to the coffers of their favored relief organizations for the purpose of helping the less fortunate. Fasting during the month of Ramadan, on the other hand, is practiced by an estimated 47% of the Muslim community (Mujahid). Muslim American Society (MAS) The MAS is a â€Å"charitable, religious, social, cultural, and educational, not-for-profit organization.† It is part of a movement which called on Muslims all over the world to make Islam their â€Å"total way of life.† In the United States, it traces its root to the Muslim Student Asociation (MSA) which was established in 1963 to serve the needs of students and immigrants arriving in the country during the later part the 1950s and the early 1960s. After twenty years, the Islamic Society of North America (ISNA) emerged from the MAS. By 1992, the Muslim American Society was organized to provide better outreach programs and serve the increasing needs of Muslim-Americans. Its mission statement is: â€Å"To build an integrated empowerment process for the American Muslim community through civic education, participation, community outreach, and coalition building; to forge positive relationships with other institutions outside of our community, that will ensure and facilitate the protection of civil rights and liberties for American Muslims and all Americans† (Muslim American Society). The MAS, therefore, is the best evidence of the Muslim-Americans’ desire to fully integrate with the American society and do their best in protecting not only the rights of Muslims but Americans in general, particularly against the negative effects of terrorism. As FBI Director Robert S. Mueller said in a briefing held on February 17, 2004: â€Å"†¦at the outset, I should mention that the Muslim American †¦ communities in the United States have contributed a great deal to our success. And on behalf of the FBI, I would like to thank these communities for their assistance and for their ongoing commitment to preventing acts of terrorism.† Works Cited Elshinnawi, Mohamed. â€Å"US Companies Aim Advertising at Muslim Americans.† Voice of America. 19 September 2007. 30 November 2007. Mujahid, Abdul Malik. (2007). â€Å"Muslims in America: Profile 2001.† 2007. 30 November, 2007 Muslim American Society. 30 November 2007 Zoll, Rachel. â€Å"Group: Muslim Population Overstated.† Number of Muslims in the United States. 22 October 2001. 30 November 2007.            

Obedience To Authority Essay

The Vietnam controversy made many people feel at distress. It was never considered a â€Å"war,† although that is exactly what it was. The My Lai Massacre in Vietnam was one of the many atrocities of that war. There is an unquestionable connection between Milgram’s â€Å"Obedience to Authority† and the My Lai Massacre. According to Kelman & Hamilton, â€Å"Unquestioning obedience has been the cause of such disasters as the My Lai massacre and the Holocaust. People need to resist the dangerous web of influence from strong personalities in fields such as politics, religion and the mass media who become the objects of their idolatry. To become less susceptible to the irrational persuasive power of such personalities, individuals should develop a sense of self-respect and practice critical thinking† (Kelman & Hamilton). In cases such as the My Lai Massacre, the soldiers were not just following the thoughts of a politician or religious figure. They followed their military leader, the same person they counted on for leadership and survival. â€Å"Soldiers are trained to always follow orders, never question orders (When I say jump, u you say how high). But that belief is somewhat erroneous, the charge to the soldier is to obey any lawful order given (Schwalbe). â€Å"Absolute obedience, although not wholeheartedly embraced in official military pronouncements, is nevertheless unanimously praised in combat context (Peppers). Some military scholars call the modern version of military discipline â€Å"enlightened obedience.† Enlightened obedience springs from a belief on the part of the subordinate that his superior’s orders are authoritative and valid (Peppers).† A classic example of the power of authoritative factors is provided by Stanley Milgram’s study on obedience to authority. College students from Yale University were asked to participate in an experiment to test the effects of punishment on learning. They were willing to continue administering what they thought were increasingly higher levels of shocks to  another subject (actually an actor) simply because the experimenter (Milgram) said to do so. The results, in fact, were so unbelieveable that they made Milgram one of the most famous social psychologist. About 65 percent of the subjects continued to obey the experimenter to the end of the experiment even when they thought the victim was getting dangerous levels of electric shock, and even when he asked them to stop So what exactly does the My Lai Massacre have to do with Milgram’s experiment? The My Lai Massacre of 1968, in which a company of American soldiers poured automatic rifle fire into groups of unarmed villagers, killing perhaps 500 people, many of them women and children† (Hammer). Those soldiers were obeying orders from a superior officer. â€Å"It passed without notice when it occurred in mid-March 1968. Yet the brief blood bath at My Lai, a hamlet in Viet Cong-infested territory 335 miles northeast of Saigon, may yet have an impact on the war. According to accounts that suddenly appeared on TV and in the world press last week, a company of 60 or 70 U.S. Infantrymen had  entered My Lai early one morning and destroyed houses, livestock and all the inhabitants that they could find in a brutal operation that took less than 20 minutes. When it was over, the Vietnamese dead totaled at least 100 men, women and children, and perhaps many more, only 25 or so escaped, because they lay hidden under the fallen bodies of others. (Schawlbe) Military men said that stories of what happened at My Lai are correct. If so, the incident ranks as the most serious atrocity yet attributed to American troops† (Hammer). Isard said, â€Å"I see men who obeyed the leaders of their country, then lost themselves†. The My Lai Massacre was planned. â€Å"Planned, how could it have been planned? A recon patrol, perhaps, was planned, maybe even a search and destroy mission: Burn the villages; interrogate the villagers, and all that. But a massacre? Strategies are planned. Brutalities just happen† (Isard). â€Å"Obedience to Authority† Stanley Milgram described the â€Å"agentic shift in  which an individual attributes responsibility for his or her actions to a person in the position of authority.† In the My Lai Massacre the men felt it was their duty to open fire on the village. They were given orders to do just that. There was no questioning of orders from Cally, their superiour. The soldiers must have done as they were told, or incur sever consequences. Soldiers are taught from their first moments in Boot Camp that orders must be obeyed. The way in which the My Lai Massacre was particularly a case of over obedience to the military, is that the men that committed the massacre were ordered to do so. They did not decide on their own to destroy a bunch of people. They were following orders from military authoritative figures to destroy My Lai. What does this mean? Its clearly a case of over obedience to military authority. The men had two choices. They could obey a command and kill hundreds of innocent people, or they could disobey a command and face a possible consequences from the courts. In actuality they didn’t have a choice. many of the soldiers in Vietnam were there because of the draft, they however in their eyes, served their country to their best of their knowledge. They went bravely into battle and they did what had to be done. In the case of the My Lai Massacre, they were following orders just as they had done in many other times in the war. Only this time, the orders were to kill hundreds of villagers, not the Viet Cong, not the enemy. There were women and children in that village. They were gunned down mercilessly. For what reason? They were ordered to do so. The soldiers had an obligation, a duty to obey their superiors. That is what makes the military so successful. Soldiers not ask questions; they merely obey orders. In this  instance the orders went too far. Hundreds of innocent people were killed in the name of following orders. Is this any less an atrocious because the men were ordered to fire on the village of My Lai? No. Were the men doing this for personal gain? No. Were they doing it out of hatred or in defense? No.  Many of the people in the village were women and children. The soldiers had nothing against those people In this instance the village of My Lai was a case of death by over obedience of the American army. Was what they did right or wrong? In the eyes of most people, including the participants, the action was wrong, but they could not be faulted because they were simply following orders. Works Cited Hammer, Richard One Morning in the War: The tragedy at Son My. Coward-McCann NY 1970 Isard, Walter., ed. Vietnam: Issues and Alternatives. Schenkman . Cambridge MA: 1969 Kelman, Herbert C.; Hamilton, Lee V. Crimes of Obedience. New Haven: Yale University Press. 1989 Milgram, Stanley. â€Å"The Perils of Obedience.† Writing and Reading Across the Curriculum. 7th ed. By Laurence Behrens and Leonard J. Rosen. New York: Longman, 2000. 343-355 Miller, Heather. â€Å"Stanley Milgram† http://muskingum.edu/~psychology/psycweb/history/milgram.htm Peppers, Donald A. â€Å"War Crimes and Induction: A Case for Selective Nonconscientious Objection.† Philosophy and Public Affairs, Vol. 3, No. 2. (Winter, 1974), pp.129-166. JSTOR Middlesex County College Library, Edison. 29 Nov. 2000 http://www.jstor.org Schwalbe, David. â€Å"The My Lai Massacre.† American History. 1998 http://americanhistory.about.com/homework/americanhistory/library/weekly/aa031798.htm

Report Essay Example | Topics and Well Written Essays - 1500 words - 4

Report - Essay Example The four components are, Consumption, Investment, Government Purchases and Net exports. 2008 The period under consideration is the two last quarters in 2008 i.e. the third and fourth quarters. In the third quarter, the US GDP decreased by -3.7% , this decrease was informed by a ragged growth in the four areas, Consumption, Investment, Net exports, and Government expenditure. Consumption was down to -3.8%, investment went down to -16.5%, and government expenditure was the only positive component at 4.3%. In the fourth quarter GDP deteriorated further registering a contraction to -8.9%. This contraction was informed by a -5.1% contraction in consumption, -33.9% contractions in investment and a further decline of government expenditure to 1.6%. 2009 In 2009, though the GDP was still recording negative GDP, there was a slight improvement as growth went up to -5.3% compared to the -8.9% recorded in the last quarter of 2008. This slight growth in GDP was informed by a -1.6 growth in consum ption, a further decline to -43% in investment, and a slight increase in government expenditure from 1.6% to 1.8%. In the second quarter the GDP continued to improve from -5.3% the previous quarter to -0.3%. This marked improvement was as a result of -1.8% decline in consumption (compared to -1.6% the previous quarter), -27.1% increase in investment, and a marked improvement of government spending to 9.6%. In the third quarter, the GDP continued to grow, for the first time in four quarters it recorded a positive figure of 1.4%. This was informed by a 2.1% growth in consumption, a -1.7% improvement in investment, and a 3.7 rise in government spending/expenditure. In the last quarter of 2009, the GDP increased further to a marked rise of 4.0%. In this quarter, consumption remained the same, investment went up by 41.4%, and government spending went up by 1.1%. 2010 In the first quarter of 2010, the GDP failed to register continued growth from the figures recorded in the last quarter of 2009. Instead, it grew by 2.3% which was a 1.7% decline in growth. This was informed by a 2.5% growth in consumption, a 19.8% growth in investment and

Reading Response from a Piece of Writing Essay Example | Topics and Well Written Essays - 500 words

Reading Response from a Piece of Writing - Essay Example The two purposes are similar because they indicate that pausing occurs whenever there is an end in a tone and the start of another. Indeed, the author doesn’t need to elaborate the reasons separately. They should be in one paragraph. The author gives the relevant basis of how you can measure the speaking speed. He argues that speed is the number of units per unit time. He presents his interpersonal arguments on the best methods to use for measuring the speed of speech. In the text, he analyses the strengths and weaknesses of using either the word or syllable in the measurement of speed. In this way, readers can understand both methods despite the limitations and assumptions. Linking pausing and speech speed to learning serves the pedagogical purpose of teaching or training. From the text and author’s arguments you can see that the aspect of learning how to apply the two phonetic components, you can deliver a good speech to learners. The text gives an insight of the rationale behind stressing some syllables or words after pausing, which is a common skill in effective speakers. Intonation is another phonetic aspect discussed in the text. Note that the author introduces the concept of speech stretch in order to explain the application of tonal variations when one is speaking. The phonetic components discussion has prompted my personal experience in the past encounters with the public. During the launching of the new automated home appliance in a national exhibition, he discovered that many people could not get my points clear. It was a hard time because after pausing at some point in my speech the reporter could not increase the tone immediately so as to be clear and explicit. Little did he know that pausing can be applied together with intonations, he would have succeeded in his presentation.  

ICT Consolidation using Virtualization Technologies a Cost Effective Research Paper

ICT Consolidation using Virtualization Technologies a Cost Effective Approach - Research Paper Example way of thinking about it is that virtualization provides a way for a company to invest in fewer physical machines and replace them with virtual machines. Virtualization can be thought of in terms of a way to create hardware through the use of software that mimics what the hardware will do but without the actual machine being used. Through this use, one physical machine can hold within it numerous virtual machines that can be more flexible in the ways in which they can be used. Virtualization provides a streamlining of the way in which IT is handled within a business. Virtualization is not a new idea in Information and Communication Technology as it is has been around for more than a decade. Technologies like Microsoft Terminal Services, VMware and Citrix Metaframe have been available in the industry for many years. Microsoft Terminal Services, VMware and Citrix Metaframe have been in use in small segments of implementation of business technology. These technologies have also proven to be excellent solutions for many IT problems, appearing impossible to solve at first, but a large scale deployment could not happen in the past due to the unjustified high costs of communication links. The industry lacked consolidated strategies and an implementation approach of Virtualization whereby the ICT Management did not focus on the holistic picture of its benefits to the business at strategic levels. The concept of virtualization has also been in conflict with the interests of a large number of ICT vendors; hardware vendors as well as software vendors. As a result of this the vendors have been grossly discouraged to use virtualization to ensure that they are able to push their own technologies to Companies. The spurt of continuous disuse of hardware at a high rate and poor justification of the Return of Investments in ICT hardware and software every year, has compelled the modern ICT Management to re-look at virtualization for possible implementation at larger scales.

Stat-1 Essay Example | Topics and Well Written Essays - 750 words

Stat-1 - Essay Example d) No, the budgets for such home improvement jobs must be not exactly normally distributed for the confidence interval I obtained in part (b) to be approximately correct. Since, the sample is random and is greater than 30 (n≠¥30) i.e. large enough therefore we can apply Central Limit Theorem for a Mean, therefore we can assume budgets for such home improvements jobs are approximately normally distributed. The 95.44% confidence interval for ÃŽ ¼ ($2,483.04 The typing skills of recent applicants are not good, because 99% confidence interval for the mean number of words input per minute by recent applicants lies entirely below 70. It should be above or approximately equal to 70. b) The 95% confidence interval for the mean calcium intake, ÃŽ ¼, of all adults with incomes below the poverty level is 860.54 mg b) The confidence interval found in part (a) is shorter than the one in Exercise 8.32 because in this case Sample standard deviation 171.99 mg is too small as compared to population standard deviation 188mg. However, in general, using t increases the confidence level slightly as compared to using z. b) The 90% confidence interval for the mean plasma level of adrenomedullin, ÃŽ ¼ for all women with recurrent pregnancy loss is 5.080 < ÃŽ ¼ < 6.120 pmol/l. There is a probability of 0.90 that an interval constructed this way will contain the mean plasma level of adrenomedullin, ÃŽ ¼ for all women with recurrent pregnancy

Employing Strategy in a Competitive Environment Essay - 1

Employing Strategy in a Competitive Environment - Essay Example Campaigns for efficiency of national transport systems advocate for mass public means of transport as a preferred way of reducing losses and costs, posing a major threat to private transport services (Cooper, Mundy, & Nelson 2010). Unforeseen eventualities in the infrastructure and national and global economy continue to pose a threat to the transport since antiquity. Complex innovations across the infrastructure needs imply that a compromise calls for a great deal of investment to rectify the challenge. The level of damage that the multi-billion dollar industry suffers during eventualities is irreparable in the modern day, exposing the customers and the company to serious losses. As an illustration, the recent trends of extreme weather are serious challenges to the maintenance of the integrity of transport infrastructure such as roads, so the reliance on such transport services becomes risky in this era of efficient business practices (McSherry, 2002). In addition, the volatility of the global economy and the uncertainties it brings to corporate strategy options exposes the York Trans Rove to unpredictable market threats. Service and fleet portfolio at York Trans Rove elevates the company as a daring participant in the New York market, where many players would not find it easy to enter. Having entered the market as a small scale player and navigating through the competitive space with its current portfolio – these actions demonstrate resilience and conviction to market participation (Loh, 1997). In terms of this internal belief for undisputed possibilities, the company has established a strong foundation to challenge such giant players as Enterprise Rent-A-Car Corporation. The concept of operating as a small company focused only on growth prospects as opposed to a huge company considering downgrading operations under a particular pressure presents York Trans Rove with a

Conflict in the Central African republic Essay Example | Topics and Well Written Essays - 1250 words

Conflict in the Central African republic - Essay Example The number of people that need humanitarian assistance on immediate basis exceeds 2.5 million (â€Å"United Nations†). Innocent civilians are losing their lives in this conflict. Rather than being collateral damage as a result of rebel groups’ fighting, these civilians are being purposefully killed because of their religious or community associations and for their identities. While the ex-Seleka victimize Christians, people that are the most vulnerable are the Muslims. More than a million people in the country have been displaced and the homes of many of them have been burned to deter them from returning (â€Å"United Nations†). What is setting in is a de facto partition of the CAR between the Muslim and the Christian population. This separation is setting the stage for conflict that might continue for generations. Capital of the Central African Republic, Bangui, has a long history of lack of reliability of its public utilities. But since December, the Red Cross has been rendering its services to collect human bodies intact or chopped up. There exists a divide of two neighborhoods in the Avenue de France. Most of the dead bodies belong to people who have strayed too far in the wrong direction. Foot traffic is not allowed on the road so people do not have to bury the dead bodies and instead leave them to rot in the sun. The neighborhood toward the north of the line is occupied almost exclusively by the Christians as a result of massive killing or exile of the Muslims from the region.

Publius Virgilius Maro Essay Example for Free

Publius Virgilius Maro Essay Aside from Christianity there is no other force that shaped Western civilization other than the Greco-Roman culture. And there is no better representation of that period in history other than Rome and Publius Viirgilius Maro, also known as Virgil. A closer examination of Virgil and his works made many to realize that Virgil was a byproduct of events and it is the twin forces of the Roman Empire and Greek history that prompted Virgil to write. This paper will look into the two factors that influenced the writing of Publius Virgilius Maro. This can be done by looking first at the events that transpired before Virgil began writing and this means tracing back Greek and Roman history. The second way of knowing the connection between history and Virgils writings is to dig into his works and of course this means analyzing the Aeneid. It will be shown later that it is Roman history and Homer that shaped Virgil to become the writer that he was destined to be. Rome After more than two thousand years the world is still mesmerized by Rome. It is because of its legacy, it military prowess, and form of government. Rome was without equal when it comes to how it help shape Western history. Yet in the early days of Roman history there is not much to see. There is nothing that could make an outsider ascertain its potential to be a dominant ruler of known world in antiquity. Ting Morris traced its early development in obscurity and he remarked, â€Å"Rome began around 2,800 years ago as a few small settlements on wooded hills overlooking the Tiber River† (4). But then Rome began to distance itself from the Latin communities from which it was supposed to be a part of. What happens next began a series of development that will catapult this small community into the world map, â€Å"†¦the roman Republic conquered first Latium, then all of Italy. The Romans annexed much foreign territory to their own state, but they also established a system of alliances with all other states. This gave the Romans a vast reserve of manpower that allowed them to overthrow every major power in the Mediterranean†¦Ã¢â‚¬  (Mackay, 40). A new age has come and a new military superpower was born. But when the Romans began to assimilate remnants of Alexanders Empire, the new European power came face to face with an ancient civilization whose insight into religion, politics, and philosophy was far ahead of its time. In short the Romans, â€Å" recognized something in Greek culture that was more impressive than anything Rome itself achieved, in spite of Romes unprecedented military success† (Cox). At this point Rome was all brute force. Yes the soldiers led by the Caesars were brave, strong and are very eager to make their mark in the battlefield but when it comes to culture, the Romans were barbarians compared to the Greeks. The Romans discovered an effective methodology in fighting wars and they even had the distinct advantage of knowing how to build an empire out of disparate tribes and nations. They were experts in campaigns that require traveling far from home and yet they lack one more thing. They did not have a good system that can be put in place after victory. This is similar to the idea that it is easy to start a war but the more difficult thing to do is how to end it. So when Rome began to feel the success of empire building the more that they felt the need for a way of life that will enhance their reputation in Europe while at the same time offer them an opportunity to enjoy life more. They found the answer from the sophisticated Greeks. Virgil The Romans had to learn from the Greeks and their history can be characterized not only by empire building but also by the why they incorporated Greek thought and the Greek’s way of life into their own unique system. Now there is none better who understood the need for assimilating Greek culture than the Roman intellectuals of that time. In fact, â€Å"Among the adaptors of Greek culture, none was more brilliant than the poet Virgil. He faced a formidable challenge. Everyone who encountered Greek culture recognized how much it was shaped by Homer† (Cox). This means that there is a great need to surpass Homer and if this is not possible then at least equal Homer’s genius. If this can be achieved then the Romans had done something which other Greek imitators failed to do and that is to provide a great explanation for their existence. A myth has to be created, a legend has to be made and the purpose for such an endeavor is obvious. There is a need for something that will hold the empire together. At the time of writing the Aeneid, Rome was again in the cusp of revolution. Julius Caesar was defeated by Augustus Caesar and so steps must be made to consolidate his power and to strengthen the arm of the new emperor. For a brilliant man like Virgil, times like this one is an opportunity that must be grabbed by both hands. Virgil proceeded to hit two birds with one stone. First he would write an epic that will explain the origins of Rome. He will do so by using stories that are already familiar among the people that he wants to see united under Augustus Caesar and during that time there was no other story quite like the one weaved by Homer centuries before. Virgil saw that epic struggle for good and evil; battles between heroes; and the self-sacrificial behavior of some heroes simply because they believe in something higher than themselves proved to be a formula hard to resist. Virgil was ready to accept the challenge. But it is clear from the beginning that it would not be an easy task. Aside from that Homer is a world unto itself. And as they say there is no way one can improve on perfection, the Iliad and the Odyssey are the blueprints for creating great epics and so what else can be done to make it better. Virgil was able to solve this problem by being inventive and by starting where Homer ended his story. When Troy fell, one of her sons went on to build another kingdom. But then again Virgil cannot escape the past. Virgil could not resist using a successful formula. As they say there is no need to fix what was broken. Judging from the power of the Iliad and the Odyssey to move people it is almost impossible not to use the same method and technique of telling a great story. And so Virgil copied many ideas from Homer. In the introduction to the Aeneid Levi Robert pointed out that: Virgil borrowed from Homer a great many items: his verse form, the division into twelve books, mythology, many episodes and similes. In the Aeneid Venus doubles for Nausicaa, Dido for Calypso and Circe, and Drances for Thersites. The funeral games the desecent into Hades, where Aeneas meets Dido as Odysseus met Ajax, the prophecy of Anchises, the catalogue of ships, Turnus attempt to burn them, a broken truce †¦ a quarrel of two Italian leaders †¦ and a final single combat (Robert, xiii). Aeneid The Aeneid is basically the story of Aeneas, the god-like leader of a band of Trojan refugees fleeing to Italy after the fall of Troy. In the beginning, Aeneas built a fleet with the goal in mind of settling in a foreign land and to finally establish a new nation of Trojans. In Virgil’s mind, he wanted the world to understand the basis for the establishment of the Roman Empire. And there is nothing as perfect as that. Hornstein, Percy and Brown’s book, The Reader’s Companion to World Literature, was very helpful in understanding the context from which Virgils Aeneid was written, and they said that it was written at a time of conflict. Italy was ravaged by more than fifty years of revolution and civil war. When the long-sought peace came, a new form of government was fashioned from a battle weary nation. And with the new set-up, ultimate power was in the hands of one man- Augustus Caesar. It was during this time that the Roman Virgil began working on the Aeneid. Hornstein, Brown and Percy wrote: Vergil began the poem in 29 B. C. , two years after the battle of Actium brought this period of civil war to an end. He had long been preparing for the task. His purpose was national: he desired to glorify the Roman people by his theme and exalt the Emperor in the person of his hero. (5) Homer Putnam acknowledge that Virgil is under the towering shadow of Homer when he made this judgment, â€Å"Homer himself, against whose essential insights into humanity, Virgil’s own achievement will always be measured. † Homer’s success allowed him to set the standard upon which others who will come after him will be forced to measure up. Allen Mandelbaum tells of how his previous study prevented him from fully appreciating Virgil’s works and he said, â€Å"One was a tag line of mark Van Doren that echoed through my youth with tenacious resonance: ‘Homer is a world; Virgil, a style’. † It also did not help that the critics saw Virgil as copying Homer, Gaskell said, â€Å"The overall plan of Virgil’s epic was plainly Homeric, with its main elements reversed: now the odyssey of the man comes first and the armed fighting follows it: but the Homeric parallels are many and obvious. † (161). The only major difference was that Homer was illiterate and therefore had to express the beauty of his poetry in oral reform. On the other hand Virgil was literate and he could study Homers Iliad and Odyssey in written form as well as compose his own epic and was able to write it down. This explains the difference in style but all the more strengthens the view that Virgil was strongly influenced by Homer. Conclusion Now the pieces of the puzzle begin to fall down into its proper places and one can now see the bigger picture. It was mentioned earlier that it was in 168 BC when the Romans began to conquer the remnants of Alexanders Empire and it is through the conquest of former Greek states that the Romans saw first hand the beauty that was Greece. In short the highly militaristic Romans lacked the cultural refinements that one can find in abundance in Greek societies. It is through the process of incorporating Greek culture into the Romans way of life that they rediscovered the power of Homeric poetry. It took the genius of Virgil to use Homers works and use it as the foundation for his own epic. And so in 29 BC Virgil began writing the Aeneid with the purpose of emulating what Homer has achieved in Greece. Homers Iliad and Odyssey provided a sense of identity for all Greeks and Virgil was hoping to achieve the same results. But the desire to incorporate Greek life into Roman life is easier said than done. But everyone who will try to copy from someone begins by copying almost everything that one can see and the eye can appreciate. For instance the Romans copied the design of their temples and they also described their gods using the same attributes found in Greek society. But there is no need to worry because the Roman changed the Greek sounding names of their gods into Roman names for their statues. Virgil attempted to accomplish two major things when he wrote the Aeneid. He wanted to impress the new emperor (Augustus Caesar) and secondly he wanted to have a unique Roman epic that will help unite the people. Virgil was successful in achieving both. The hero of the Aeneid was behaving in much the same way as Augustus Caesar especially with regards to his conquest and the subsequent creation of a new nation out of that sheer determination to succeed. Now for the second part, Virgil was also able to create an epic that can be comparable to Homer. It is true that he copied many things from Homer and yet at the same time his stories were never simply a rehash of what Homer did. Virgil simply needed an inspiration to get going and he found it in the character of Aeneas whom Homer briefly mentioned in his work. From this little known character, Aeneid began to build a story that made the peoples pulse to race. It was indeed an epic story of battles, of struggle between good and evil, of heroes who most of the time failed to achieve their potential and sometimes die a tragic death. The Aeneid is basically an explanation as to the existence of Rome. For many there is a need to have that kind of idea, that kind of emotional anchor in times of trouble. And there is no way to fully understand the impact of Aeneid towards the people of Rome. But one thing is sure Virgil’s work was able to unite the whole of the empire and is instrumental as to why the empire endured for so long. It is now very clear that that Virgil was influenced by historical events and the circumstances that surrounded his life. If there were two streams where these influences came from then Homer is a mighty source of inspiration while the politics and warfare in ancient Rome provided Virgil with more materials to use. In Rome’s struggle to carve out a nation in Europe was evident in Aeneid where the hero had to travel and faced with numerous risks just so he can establish a new nation. It was Homer who provided much influence for Virgil. If Homer did not produce the Iliad and Odyssey it is hard to imagine Virgil able to make his own. This is not to take away anything form the accomplishments of Virgil but it would be almost impossible for him to write beautifully without Homer as guide. Homer did not only provide the seed from which Virgil will grow a powerful story, Homer also provided the correct format. And so putting it all together it is now very clear that Virgil was a byproduct of the events that surrounded him. Yet even before he was born, Homer’s influence and genius was already felt in many parts of the Western world. When Virgil was still very young it is easy to imagine that he was already familiar with the Iliad and Odyssey and no doubt the stories found in those epics help to shape the way he thinks. Works Cited Appelbaum, Stanley. Ed. â€Å"The Aeneid by Vergil† Trans. Charles J. Billson. Canada: Dover Publications, 1995. Cox, John. Introduction to Virgil, The Aeneid. 2008. General Education at Hope College. 03 April 2008. http://www. hope. edu/academic/ids/171/Aeneid. html Gaskell, Philip. Ed. â€Å"Landmarks in Classical Literature† Chicago: Fitzroy Dearborn Publishers, 1999. Hemminger, Bill. Exploring Ancient World Cultures: Rome. 1997. EAWC at University of Evansville. 02 April 2008. http://eawc. evansville. edu/ropage. htm Hornstein, L. H. , G. D. Percy, and Calvin S. Brown. Eds. â€Å"The Reader’s Companion to World Literature† New York: Penguin Putnam, Inc. , 1973. Knight, G. R. Wilson. Trans. â€Å"The Aeneid by Virgil† New York: Penguin Putnam, Inc. , 1956. Mackay, Christopher. â€Å"Ancient Rome: A Military and Political History. † New York: Cambridge University Press, 2004. Mandelbaum, Allen. Trans. â€Å"The Aeneid by Virgil† California: University of California Press, 1971. Morford, Mark P. O. and Robert J. Lenardon. â€Å"Classical Mythology† 7th ed. New York: Oxford University Press, 2003. Morris, Ting. â€Å"Ancient Rome. † MN: Smart Apple Media, 2007.

Marketing Case Study Levi

Marketing Case Study Levi Levi Strauss Company is one of the worlds leading brand-name apparel marketers with sales across the world. There is no other company with a equivalent worldwide presence in the jeans and casual pants market. Their market-leading apparel merchandise are sold under the Levis, Dockers, and Levis Strauss Signature brands. Today, the Levis trademark is one of the most globally recognized, and is registered in almost over 160 countries. Now, more than ever, constant and meaningful innovation is vital to their commercial success. The global business environment is intensely competitive. Worldwide trade, instantaneous communications and the effortlessness of market entry are among the forces putting greater pressure on merchandise and brand differentiation. To be successful, it is imperative that Levi Strauss continuously change, competing in new and different ways that are relevant to the changing times. What position in the market does Levi occupy (using the strategy clock to characterise its position) A strategy clock is based upon the work of Cliff Bowman. It is another suitable way to examine a companys competitive position by comparing the offerings of competitors The strategy clock allows one to consider competitive advantage in relation to cost advantage or differentiation advantage. (C. Bowman and D. Faulkner Competitive and Corporate Strategy Irwin 1996).There a six core strategic options, one of them are where Levi is positioned and this will be shown below. According to Bowmans Strategy Clock Levis displays Differentiation with price premium. This means that the company has value to its product and the customers to justify high costs. Differentiation is about charging a premium price that more than covers the additional production costs, and about giving customers clear reasons to prefer the product over other, less differentiated products. (Johnson, G Scholes, K 1997) The first indication of Levi been this position is that Levis states that they wanted to avoid price-based competition due to their history of brand recognition and brand loyalty to their customers. Therefore Levi created value to the customers by providing them with customised jeans and accustomed the price according to the Levis brand which carries enough clout to justify a reasonable price premium. Over the years though it seemed that the brand name lost some importance and it was critical for Levi to create valued features to the customers in order to differentiate them from their competitors. The cost structure showed that Levi sold their products through wholesale channels which were then distributed by the retailers. Levi also maintained a chain of Original Levi Stores. These two choices allowed Levis to be closer to the customers and help them satisfy their needs in the search for the perfect fitted jean. The next factor that indicates the position is that Levi emerged with mass production with the use of emerging communication and computer technologies. The concept allowed Levi to find a niche market and help them create a competitive advantage over the competitors by providing customized made jeans. Previously it was thought that highly-customized products were expensive to produce, however with information technology Levi was able to meet the customer needs for flexibility and it created a chance for Levi in becoming more economical. Levi found a way to make a mass production and have services delivered due to the technology. Levi was facing a lot of competitors that provided the low-cost and high volume producers, therefore they had an advantage over the company. The Personal Pair Proposal project allowed a discovery of a niche market and this allowed Levi to create differentiation from its competitors and by adding price premium. Levi wanted to avoid competing against the low-cost volume producers therefore Levi did market research and revealed that only a quarter of women were truly happy with how their jeans fitted them. This project was a jean customisation program that made it possible to approach the customers with having lower distribution costs and unsold inventory. The mass customised program allowed the costs to be lower as well as provide the differentiation advantage due to the reengineering process of new technologies. Therefore the position of differentiation is providing customers with value, medium prices and high perceived value is created for Levi jeans. The fact that there is value added with the service. The proposal of a $15 premium and with focused groups suggested that women would consider the price fair due to them finding a superior fit, which competitors have not done yet. Suggestions have been made that a realistically price would be between $5 and $10. The fact that there is a brand name involved it would not be considered for the premium to be $15 as customers know the quality of the jean that they will be receiving and the knowledge that the jeans are hand sewn. Manufacturing and raw materials will not be affected with the proposal both therefore eliminating unnecessary costs and allowing prices to be reasonable for the customers, which creates more value for differentiation. How confident are you that the Personal Pair project will change the differentiation and low cost trade-off? Levis has a legacy of being very durable and high quality jeans that last at a low cost. Levi is very high quality with a low cost but they somehow are losing favour with their customers. To compete in the always changing market Levis might have to enter into a new market which would be high quality with a high price. Therefore with evidence below I am confident to say that the Personal Pair will change the Low cost trade off. It is almost a must that Levi must change the differentiation and low cost trade-off. This would change Levis motto of high quality for a reasonable price, unless they start a new line to compete in the new market. Levi will move to incorporate a focus differentiation strategy where focus is on the higher end of the jeans market, yielding stronger profit margins due to price premium. The fact that customers expect prices to be higher due to quality the company cannot just reduce the prices even though with mass customisation will be cheaper. The idea of the perceive price has been set in the customers minds and therefore they are willing to pay a higher price for perceived added value to a particular segment, justify a price premium. Therefore it is vital the company prices the jeans correctly because the particulare market segments is not necessarily price sensitive and is willing to pay a higher amount for a jean that they know is going to fit them perfectly and is made of good quality fabrics. The personal pair proposal approach helps the customers who find a array of choices in the market place overwhelming, and to narrow down their specific needs. The Personal Pair Project adds extra value and therefore customers perceive the premium price to be high. These customers are approached and are helped to understand what their needs are, and with the offerings of a customized fitting jean it allowed customers to know that Levi is catering for their need which creates customer loyalty and a strong brand name. The actual manufacture products in a just-in-time fashion respond to specific customer request. What are Levis unique resources and core competence? Resource is any physical or virtual entity of limited availability that needs to be consumed to obtain a benefit from it. (Alexander Osterwalder, 2004) In most cases, commercial or even ethic factors require resource allocation through resource management. (Alexander Osterwalder, 2004) Unique resources are resources that are not easy to copy, incomparable to competitors and create value for the company. A core competency is a specific factor that a business sees as being central to the way it, or its employees, works. (Prahalad, C.K. and Hamel, G. (1990). It provides consumer benefits, it is not easy for competitors to imitate and it can be leveraged widely too many products and markets. (Prahald, C.K. et al (1990). Core competencies are particulare strengths relative to other organizations in the industry which provide the fundamental basis for the provision of added value. Core competencies are the collective learning in organizations, and involve how to coordinate diverse production skills and integrate multiple streams of technologies. (Prahalad, C.K. and Hamel, G. (1990) The core competence of the corporation, Harvard Business Review (v.68, no.3) pp. 79-91). Levis core competencies were found in manufacturing, merchandising and marketing. With regards to manufacturing, Levi has decided to do mass customization for the customers. The mass customization results in them satisfying a number of customers needs and savings cost at the same time by producing in bulk. From a strategic point, the concept is based on finding a niche market. Mass customization uses emerging communication and computer technologies to bypass the limitations of traditional mass production methods. Therefore Levi had a core competency in meeting the customers needs by been more flexible and has greater choice in the market place with the help of manufacturing with the use of technology. In addition, a mass customisation model lowers the costs as well as it provides the differentiation advantage over the competitors, since the re-engineering process is often more efficient once the new technology is applied. Therefore Levi will have this competency of customers loyalty and brand recognition due to their needs been satisfied. The next core competency is merchandising, Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. (Kunz, Grace (2005). In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer. Levi is doing this by offering the customers a chance to find the perfect fitting jean. Levi operation equips the store with networked PCs and personal pair kiosks. Customers will be measured and with this technology operation and practice it results in one of 4ÂÂ  224 possible size combinations. The computer generates a code for the number of correspondents. This practice gives Levi a competitive advantage as they would be the first company to offer these unique resources to the customers. Lastly you can see the core competency of Levi in their marketing. Levi is such a well known brand, and is given terms such as authentic, genuine and original. This indicates that they are widely known and considers having customer recognition. Therefore Levi is able to market to their customers that are willing to pay for the quality products. The marketing strategy allowed differentiation to be possible and to offer the customers a new product development of a perfect fitted jean. Levis aspects of the VRIO framework: Valuable: Has a history of Brand Loyalty and Recognition and remains number one internationally in its markets. Rare: Has a strong branding image. Levis is marketed as authentic and genuine and enjoys customer support. Inimitable: Jeans are US made unlike competitors. Levis provides generous packages to employees retention of HR. Organised: Manufacturing is key core competency and is managed to have maximum value for resources (J.F Smith, 06/22/2009). Should Levi go ahead with the joint venture? What would you recommend and why? Yes, Levis should go ahead with the joint venture with Custom Clothing Technology Corporation (CCTC). Levi stands to lose this opportunity to competitors if it decides to not move forward. Market research has shown that more than ÂÂ ¾ of women are not fully satisfied with fit of their jean, this is almost guaranteeing a market segment that will be willing to buy the perfect fit. Low-cost and high value competition makes it necessary to create value features that would differentiate it in the eyes of the consumer. Therefore by joining CCTC, Levi will be able to get the technology expertise on how to create and capture different possible size jeans for different shaped people. Offering this to the customers will allow them to feel that they are been catered for and therefore willing to pay the price in order to feel good. This creates customer loyalty at the end of the day due to customer intimacy, Levi should ensure that the intimacy is marketed and to show the benefits. Levi should at first enter into the proposal cautiously by choosing to enter a test phase before proceeding in joining the full scale project. The result of doing this will ensure that Levi will be making a good decision and know more about what they are getting involved with. Levi will benefit this joint venture in many ways. Firstly with mass customisation and offering the customers a perfect fit can result in Levi to better adapt to the individual needs and wishes. This means that it will result in the customers to less likely switch brands. Levi should also consider the fact that by going into a joint Venture with CCTC and offering mass customisation it will help Levi learn directly from the customers and it will help them identify the new trends and the taste that improves the New Product Development. This is because Levi will be dealing with a variety of customers of different shapes and sizes and needs to understand that they require and look for different styles. Therefore Levi will get a hand full of people to represent the possible sizes and this creates the customer value. This venture can allow more customers needs responded to and therefore by allowing the customers to participate in the New Product Development allows the product to be accepted by the market much faster. Levi will be catering for them and they will respond due to Levi identifying that there is a need for a perfectly fitted jean. Levi must understand that by doing this venture they are responding to the individual needs of the customers. The response of one person will lead to them telling their friends, the word of mouth is a very powerful and very cheap form of communication. Levis Strauss can only benefit from joining the CCTCs approach. At the end of the day it will add value to Levis value chain due to them catering for their customers needs and wants. The fundamental idea in this approach is to gain customers satisfaction and if Levi does not take this opportunity another company will. Creating this system which is driven by the customers demands and specific to the exact needs of their customers CCTC can help Levi ultimately make their business be more aware and learn more about their customers and how to fully achieve customer satisfaction. Without a joint venture with CCTC and outside value chain analysis, Levi might not be able to grasp the actual scope of the opportunities that they were missing out on. This joint venture will help the company adapt to the fast growing industry and competition, it can also help the company differentiation. Due to the fact that the competition is offering lower prices it is vital that Levi offers something unique to the customers. Levi wants to avoid price based competition because they had a history of brand recognition and brand loyalty. Therefore it would be wiser to join this venture with CCTC and create customer value and customer satisfaction. Personal pair was a jeans customisation program which will make the joint venture with Custom Clothing Technology Corporation. Together these companies can enter the mass customisation with the help of technology. CONCLUSION: A valuable lesson that can be taken from this case is how necessary it is to keep up with your brand image and customer loyalty. Being content with one niche in a market such as clothing is never acceptable and is therefore necessary that Levi makes the joint venture successful. Styles, times, and preferences are changing so rapidly, that a clothing line must be able to meet the needs and wants of their customers. While Levis still had a market in the older generations, they were missing out on a huge market that likes to shop and that are looking for the perfectly fitted jean no matter what their size was. The second implication that can be applied to other companies would be their option for strategic alliance. Levis really needs some help in the area of brand image and by collaborating with Customer Clothing Technology Corporation, they will have a whole new consumer market. Levis has learned that they cannot be comfortable in one market for too long because that alienates another market such as the younger generations. Collaborating with CCTC, the company can obtain certain advantages that can only help Levi with the competitive environment. Therefore Levi can improve its customer value chain and achieve maximum customers satisfaction with mass customization. Harvard References: Alexander Osterwalder, 2004 Barney, J.B. and Hesterly, W.S. (2008). Strategic management and Competitive Advantage: Concepts and Cases. 2nd edition. Upper Saddle River, NJ: Pearson Prentice Hall C. Bowman and D. Faulkner Competitive and Corporate Strategy Irwin 1996). Dr Brian Squire, Supply Chain Management Research Group, Manchester Business School, Executive Briefing 2006-04 J.F Smith, 06/22/2009 Johnson, G., Scholes, K, 1997). Phil Dourado, Bart de Boever, Dirk De Vos the annual, organised by ICBI and held in Paris. Prahalad, C.K. and Hamel, G. (1990) The core competence of the corporation, Harvard Business Review (v. 68, no. 3) pp. 79-91. )

Marketing plan of LOreal Melbourne Fashion Festival

Marketing plan of LOreal Melbourne Fashion Festival Listed as a not for profit organisation since 1996, the Melbourne Fashion Festival Ltd, now known as the LOreal Melbourne Fashion Festival, has always been at the forefront of the fashion world. Over the years, the LMFF has become one of Australias top fashion events and focuses on target markets that are fashion oriented, social oriented and a mixture of both. The events success can be recognised by the efforts made by many individuals and businesses that have been with the organisation for many years. On March 14, 2011, the LMFF launched Fashion Full Stop: Decades of Australian Fashion, an event that celebrated designers, along with many labels and styles that have shaped Australias history in fashion. With tickets ranging from $79 to $39, 4000 fans filled the Melbourne Convention and Exhibition Centres plenary auditorium. Due to this, the event has been deemed a large priority in future shows and an extremely important opportunity to raise the profile of the organisation (LOreal Melbourne Fashion Festival Pty Ltd, 2011) Therefore the main objective of this event is to be recognised both nationally and internationally as the leading event of its kind and stimulate activity across the retail, clothing, footwear, and creative sectors. The purpose of this marketing plan is to identify LMFFs many strengths, weaknesses, opportunities and threats ; and these must be used in union with several marketing strategies, actions and a budget of $47 200 to eventually achieve the overall objective. Although the companys strengths and opportunities outweigh the organisations weaknesses and threats, the growing competition within the fashion industry and changes in the marketing environment need to be of focus. For the event to be a success, the organisation must modify or maintain the strategies and actions to directly reflect these changes. Event Information The aim of the Fashion Full Stop Opening Runway event is to celebrate and promote iconic designers, labels, styles and moments from the 1960s to today, stimulate sales and present Melbourne as a precinct full of design superiority. Assessment of the Marketing Environment Internal Environment Strengths: Since the LMFF initiated in 1996, the unique LOreal brand image has flourished Created brand awareness, recognition and emotional value to its target audiences Has built a reputable media profile Has been able to grow and produce a diverse range of activities Showcases many strong brand names and sponsors Sales within Melbourne and other parts of Australia have skyrocketed Increased staff attitude towards the event, opinions about the event, and expertise and experience during the event Weaknesses: Certain markets are not focused, e.g. low income earners. This may be intentional as the event focuses on exclusivity. Due to the lack of detail about the event in regards to online advertising, television advertisements and more, previous customers may have a perception that the event may be similar to the previous year or be similar to competition. External Environment 3.21 Micro-Environment Competitive analysis and Venn Diagram Direct competitors (offer similar, but somewhat differentiated events) include: Location Prices Target Market Offerings and/or Sales Date and time Rosemount Australian Fashion Week Sydney Similar Same Similar Different Mercedes Benz Fashion Festival Brisbane Similar, but offer free events Similar Achieved an increase of 61% on ticket sales and 33% on attendance in 2008 (Lindsay Bennett Marketing, 2010) Different Motorola Melbourne Spring Fashion Week Melbourne Nearly all events are free Similar Very similar Different Perth Fashion Festival Perth Similar Same Very similar Different New Zealand Fashion Week Auckland (outside Australia) Very similar Similar Very similar Same Similar offerings Party Eclectic Well known SOCIAL HIGH PROFILE INTERNATIONAL Indirect competitors (seek to provide the same benefits to the consumers, but in a different form) include: Port Fairy Folk Festival Future Music Festival Moomba Festival 3.22 Macro Environment PESTE Analysis Political forces/legal and regulatory influences The LMFF is required to uphold and adhere to many political and legal regulatory practices and the most important include: Drinking laws: all underage visitors must be accompanied by an adult in bars and dining rooms (LOreal Melbourne Fashion Festival Pty Ltd, 2011). Entry: refused entry is given to any person that is affected by alcohol/drugs, behaves aggressively or reduces the reputation of the LMFF or any organisation associated with the LMFF (LOreal Melbourne Fashion Festival Pty Ltd, 2011). Intellectual property: in the interest of all the stakeholders, registered designs, trademarks, patents, and copyrights all need to be respected by using intellectual property laws. It encourages technological innovation and artistic expression in industries (Commonwealth of Australia , 2010). Economic trends In economic troubles, fashion, the arts and entertainment often get sacrificed because of a decrease in disposable income. However, the slowdown within worldwide expenditure due to the impact of the global economic crisis has had a little effect on the LMFF. In fact, consumers are still spending a large amount of income, visiting the festival on an annual basis, and sponsorship is still going strong. Socio-cultural trends According to Easey (2008), fashion is ultimately about change.many of these changes are brought about by designers trying to create something new to satisfy customers, but others are because of influences beyond the control of designers or manufacturers.some are within a companys control and others are way beyond it. Therefore, the LMFF opening runway show will have to focus on the current needs and wants of the target market and find a way to satisfy them. Technological trends In several industries, the development and utilisation of new technology gives the opportunity of improving a consumers experience. Recently, designers such as Alexander McQueen and Alexander Wang used technology to stream their fashion shows live online (Moore, 2010). The brand DKNY has also started using a barcode technology for invitations and seating arrangements for its fashion show (Moore, 2010). This type of technology could be developed for use in the LMFF opening runway show. Environmental trends Recently, an ethical fashion forum has developed a mission to support  and  promote  sustainable practices, facilitate  collaboration, raise  awareness  and provide the  tools  and  resources  needed to reduce poverty, reduce environmental damage and raise standards in the fashion industry (Ethical Fashion Forum, 2011). Therefore, the push to become green is fairly large on fashion shows and designers. SWOT Analysis STRENGTHS WEAKNESSES Established in 1996 Unique LOreal brand image Not for profit organisation Stimulates sales within Melbourne and several brands Presents Melbourne as a centre of design superiority Diverse range of activities Unique Strong brand names Good reputation Popular shows created annually/positive track record Staff attitude and opinions Staff expertise and experience Existing media profile/reputable media partners or sponsors Location Celebrity attraction Although variety of offerings, certain markets are not focused on Perception that customers may already know whats of offer Lack of detail Current marketing campaigns are shallow and not environmentally friendly OPPORTUNITIES THREATS Increase visitors and attract tourists Boost retail sales and economy Exposure for sponsors/volunteers Upcoming designers and existing designers to showcase talent Build reputation of Melbourne Opportunities for the LMFF to create something different Competition/growth of other tourism areas in Melbourne Limited finance Infrastructure renewal due to increase of visitors Safety and security Major events throughout the year that target market prefer to spend time and money on Hard to create niche products/services due to continuously changing environment Increase in push to become green Target Market Consumer Information There are three types of target markets: Primary: approximately 50% of attendees, require a small amount of marketing costs, go for the fashion and are loyal to the event. Secondary: approximately 30% of attendees, require a slightly larger amount of marketing costs, use the fashion event as a social experience. Tertiary: approximately 20% of attendees require a large amount of marketing costs; go as its an event close to home. Target Markets and Market Segmentation Market Research For the purpose of improving the LMFF event and in order to determine the characteristics of the primary, secondary and tertiary target markets, secondary research has been used. This information has not been directly extracted from the audience, but instead from a variety of sources. A useful way in identifying the reasons why several target markets visited LMFF was to create a brand bullseye, which takes into account a variety of emotional and functional perceptions, opinions and hot buttons (Skildum-Reid et al, 2007), see appendix 1. Consumer Segmentation The primary target market are associated with the fashion world and are visiting the event to connect with designers, musicians, consumers, and retailers. In other words they are high profile guests who have been actively engaged with the festival throughout its history and continue to support LMFF into its future (LOreal Melbourne Fashion Festival Pty Ltd, 2011). The secondary target market enjoys socialising, spending a large amount of disposable income and are easily influenced by peers and the media. The tertiary are people that are interested in the arts, but use location and convenience to satisfy their needs and wants. Demographics Variables Target Market Primary Secondary Age 21 50 18 30 Gender Female and Male Female and Male Marital Status No No Education Yes Yes Children living at home No No Income Middle to upper class, large amount of income, between $50 000 $110 000 Lower class, large amount of disposable income, equal to or less than $30 000 Internet use/ type High/Broadband High/Broadband Online buying habits Medium High and know how to buy online tickets, etc Television viewing preferences Pay television Pay television and free to air television Transport use Private Public and Private Beverage and food preferences Expensive and prefer alcohol and tea/coffee Cheap and prefer alcohol and sweet drinks Employment status/occupation Employed, usually in the fashion industry Student, unemployed or new worker Location Both domestic and international Domestic and urban/metropolitan areas (Information collected from EIT Inc, 2005; Frankie, 2011; Fashion TV, 2011) Psychographics Variables Target Market Primary Secondary Lifestyle City prone Enjoys shopping Quality oriented Frequent buying behavior Interested in the arts music, dance etc Upscale and well-off Trendy Globetrotters Value-for-money oriented Social status activities No major responsibilities City prone Big spenders Personality Independent/Opinion leader Brand and fashion conscious Very sensitive to advertising Competitive Always searching for the newest trends and products representative of their social image Influenced by peers Outgoing Opinion formers Street-smart (Information collected from EIT Inc, 2005; Frankie, 2011; Fashion TV, 2011) Objectives Overall Business Objective The overall business objective of this event is to be recognised both nationally and internationally as the leading event of its kind and to stimulate activity across the retail, clothing, footwear, and creative sectors. SMART marketing objectives The objectives below conform to marketing standards of setting objectives which are Specific, Measurable, Achievable, Results oriented, and Time bound (Skildum-Reid et al, 2007). To obtain international and national prime time stories on channel FTV, various advertisements on national radio station NOVA, and a major advertising campaign with a colour photo in the magazine Frankie, one month before the event. To increase ticket sales domestically and internationally by 10% compared to the previous years opening runway event. To increase awareness and recognition of the brand LOreal in Australia from 20% to 35% by February 2012. To obtain five more sponsors prior to the event in order to increase funds by $150 000. Marketing Strategies Link to objective Rationale Strategies Measurement mechanism 1 This will achieve a large market penetration in the target markets and will encourage ticket sales before the event 1.1 Provide digital footage of highlights of last years event to various television and radio stations Number of televised stories that use the material 1.2 Create opportunities for video and audio interviews with designers of the event Number of interviews 1.3 Create and distribute press kits to local and international media Quality and acceptance of media kit 2 This will achieve market growth and showcase the event as being popular and well-known 2.1 Release early bird tickets at a discounted price to loyal customers Advance ticket sales and/or revenue, customer database 2.2 Provide online ticket purchases through connection of event website and ticketing company Ticket sales and/or revenue, customer database of event and ticketing company 2.3 Cross-promote with the event designers, singers and dancers through various advertising campaigns Number and quality of cross promotions 3 This will boost ticket sales and product sales before the event due to brand loyalty and recognition 3.1 Offer and provide samples of LOreal products to customers Number and frequency of customer purchases, customer opinion and satisfaction 3.2 Cross-promote event with LOreal advertisements Number, quality and success of cross promotions 3.3 Start an online social page e.g. facebook to discuss the brand/product/event Number of visits/hits/comments/likes/followers 4 This will allow the event to produce better offerings in regards to the exclusivity of the event and will increase the events profile 4.1 Create a sponsorship proposal and press kit that stands out from competitors Acceptance of proposal and number of responses, number of proposals from competitors Action Plan Actions Action Officer Time Frame (months before event) 12 11 10 9 8 7 6 5 4 3 2 Strategy 1.1 Action 1.11 Contact FTV and NOVA representatives to find out deadline Public relations/media team Action 1.12 Collect and compose footage of event and audio interviews Public relations/media team Action 1.13 Send to FTV and NOVA by deadline Public relations/media team Strategy 1.2 Action 1.21 Develop an interview script Public relations/media team Action 1.22 Contact agents of designers or designers directly and set up a meeting to interview Public relations/media team Action 1.23 Collect and condense interview data into clear information Public relations/media team Action 1.24 Send to editor of magazine by deadline along with press kit Public relations/media team Strategy 1.3 Action 1.31 Contact media representatives to find out deadline Public relations/media team Action 1.32 Write media release and information Public relations/media team Action 1.33 Develop press kits to send to magazine Public relations/media team Action 1.34 Send to editor by deadline Public relations/media team Strategy 2.1 Action 2.11 Contact ticketing company to inform them of intention to sell tickets to event, with prices and discharge information Marketing team/Ticketing manager or assistant Action 2.12 Create online flyer to advertise event and early bird discount Marketing team Action 2.13 Send flyer to ticketing company database and event database through both mail and e-mail Administration Strategy 2.2 Action 2.21 Liaise with marketing team of ticketing company about website link Marketing team Action 2.22 Create link within current event website with information and prices of tickets IT team, marketing team, ticketing manager or assistant Strategy 2.3 Action 2.31 Develop a partnership agreement Public relations, marketing team Action 2.32 Contact agents and set up a meeting to propose potential partnership  arrangement Public relations, marketing team Action 2.33 Create and edit advertisement/promotion Marketing Action 2.34 Inject cross-promotion into public Marketing Strategy 3.1 Action 3.11 Contact LOreals sales and marketing team and set up a way to receive an x amount of samples Sales and Marketing team Action 3.12 Contact various intermediaries such as makeup counters, hair salons, fashion magazines to inform about samples Marketing team Action 3.13 Distribute samples to intermediaries to implement in marketing campaigns Sales and distribution team Strategy 3.2 Action 3.21 Develop a partnership agreement Public Relations, marketing team Action 3.22 Contact LOreals marketing team and set up a meeting to propose potential partnership  arrangement Public Relations, marketing team Action 3.23 Create and edit advertisement/promotion Marketing Action 3.24 Inject cross-promotion into public Marketing Strategy 3.3 Action 3.31 Create a user login on facebook.com IT Team Action 3.32 Organise and disseminate information and media on profile page with links to several other pages and event website IT Team, media team, marketing team Strategy 4.1 Action 4.11 Write a marketing plan Marketing team Action 4.12 Identify competitors and sponsors Marketing team Action 4.13 Write a sponsorship proposal and press kit Marketing team Action 4.14 Send sponsorship proposal and press kit to identified sponsors Public relations, marketing team Contact sponsors and decide on sponsorship funds Marketing team Marketing Budget The marketing budget was based on a calculation of 20% of the total price of 4000 tickets sold in 2011. Ticket cost Total $79 x 4000 $316 000 $59 x 4000 $236 000 $39 x 4000 $156 000 $708 000 Average $236 000 Total Marketing Budget after 20% $47 200 Objectives Need Description/Calculation of Costs Cost 1 Advertising/publicity costs for Frankie and NOVA and FTV Frankie: 3 x Full Page, W: 210mm x H: 275mm @ $4670 each (Frankie, 2011) $14010 NOVA: 20 x 30 second ads over 7 days, 6am 6pm prime time @ $50 each (Australia Trade, 2010) $1000 FTV: 10 x 15 minute shows over 7 days, 7pm 7:15pm @ $20 cost per thousand (CPM) of 50, 000 (Boone, 2009) $10 000 Total $25 010 2 Mailing costs 5,000 x letters @ $58c each (Australia Post, 2011) $2900 Ticketing commission 4000 tickets x 10% increase = (4400 x $79) x 0.01 commission $3476 Printing costs 2 colour copy flyers per A4 page = 2500 x A4 pages @ $38c each (Officeworks, 2011) $950 Website development Overall cost (Cmather, 2011) $495 Website maintenance 30 hours @ $30 per hour (Cmather, 2011) $900 Advertising and promotion for cross-promotion with designers Billboard 6m x 3m for 8 weeks @ $1500 per 4 weeks and a one off $300 installation cost à · 2 (halves with cross-promotion) (GOA Billboard, 2011) $1650 Total $10 371 3 Samples cost 20 000 samples @ $10c each $2000 Advertising and promotion costs for cross-promotion with LOreal 25 x national light weight bus stop advertising @ $690 each à · 2 (halves with cross-promotion) (Adshel, 2011) $8 625 Social Website Usage is free $0 Distribution costs Covered by LOreal $0 Total $10 625 4 Printing costs 20 pages x 100 booklets = 2000 colour pages @ 0.38c = $760 + 100 booklets x $1.95 each for binding = $195 (Officeworks, 2011) $955 Mailing costs $1.20 x 100 booklets (Australia Post, 2011) $120 Total $1175 Overall total $47 181 Monitoring and Evaluation Objective 1: Measurement and evaluation mechanisms include: Number of televised stories that use the material Number of gained interviews Quality and acceptance of media kit Continuous partnerships with companies Objective 2: Measurement and evaluation mechanisms include: The difference in the number of ticket sales and/or revenue collected in prior year and current year Customer database increase and loyalty Number and quality of cross promotions Employee satisfaction LMFF annual review statistics Objective 3: Measurement and evaluation mechanisms include: Number and frequency of customer purchases/ LOreal annual review Number and frequency of sample intake Customer opinion, satisfaction, perception, and behaviours through surveys Number, quality and success of cross promotions Number of visits/hits/comments/likes/followers on facebook page Increase in ticket sales for LMFF overall events Objective 4: Measurement and evaluation mechanisms include: Acceptance of proposal Number of responses from sponsorships Number of proposals from competitors to sponsors Number of contracts signed with sponsorships compared to previous years, see appendix 2 Sponsorship funds increase and resource availability Sponsor reliability, efforts made, and perception of event Conclusion and Recommendations The LMFF has repositioned one of its most recently popular events called Fashion Full Stop: Decades of Australian Fashion. This popularity is proven by creative director, Grant Pearce, who stated in previous years, there hasnt been a show on opening night, theres just been a small presentation but this is a major theatrical show (Merhab, 2011). This success has been assisted by creating numerous objectives, marketing strategies, and an action plan that concentrates on increasing advertising, sponsorship and sales. The LMFF needs to continuously check and track the success of their initial objectives and modify or maintain the strategies and actions accordingly. These changes need to directly reflect the target markets and their various needs, wants and demands. Appendix Appendix 1. Appendix 2. Principal and Government partners: Loreal Paris, State Government Victoria Major Partners: Herald Sun, David Jones, Sofitel Luxury Hotels, Pacific Brands, Centralpier Spirit of Docklands, SpecSavers, Paper Stone Scissors, Eye Media, Westfield, City of Melbourne Event Partners: Marie Claire, 565 Lasoo, City of Stonnington, Peroni Italy, Colonial First State Global Asset Management, Woolmark, Sportsgirl Official Product Partners: Champagne Devaux, Yering Station, Lavazza, Lexus, Raffaello, Chambord, Sanpellegrino, Toll Ipec, Nine west, kikki.K, Synergy, Steve Madden Platinum Partners: Chadstone, Deloitte, Victoria Racing Club, Wilson Parking Gold Partners: Middletons, Corrs Chambers Westgarth, Deutsche Bank, MyCatwalk.com, Melbournes GPO, Fashion Weekend Melbourne, Image Box, The Just Group, Collins 234, Nikon, QV Melbourne, Kookai Media Partners: Artichoke, WGSN, Frankie Magazine, Cosmopolitan, Vogue Australia, 3AW 693, FASHIONTREND, FashionTV, Harper Bazaar, Grazia, Nova 100.3FM, InStyle, Madison, Avant Card, Hoyts, Yen

Autism And Savant Syndrome Essay -- Biology Essays Research Papers

Autism And Savant Syndrome A little boy quietly sits in front of a piano, with his fingers poised over the bright white keys. His teacher, seated beside him on the bench, plays a complicated series of chords, filling the air with a beautiful melody. After a single hearing, the boy begins to play, perfectly reproducing the song he has just heard. As the last notes fade away, the boy sits still for a moment and then begins to rock gently back and forth, only stopping once the music begins again.... A genius. A prodigy. One might label this child as such after witnessing this type of performance, were it not for the little nuances of the situation: the rocking, the cold, unemotional expression on the boy's face, and his lack of response to the voices around him. Instead, this boy is diagnosed with Savant Syndrome, a disorder in which individuals with neurological developmental delays in socialization and communication (3) possess "astonishing islands of brilliance that stand in stark, markedly incongruous contrast to the over-all handicap" (6). From absolute pitch and chess playing skill to the card-counting talent popularized by Dustin Hoffman in Rain Man, savants may be developmentally delayed, but certainly posses a genius of sorts that is almost unmatchable. In this respect, I am fascinated by the biological and societal origins and significance of the existence of individuals with an IQ well below average who are capable of performing tasks about which some geniuses could o nly dream. The implications of these individuals are huge in terms of genetics, the nature of intelligence and the varying processes of thought present within humanity. I find that it is the presence of a "weakness" such as autism and its development... ...avant. WWW Sources 1)The Neurobiology of Infantile Autism http://www.mhsource.com/narsad/autism.jhtml?_requestid=60911 2)Autism Fact Sheet http://www.ninds.nih.gov/disorders/autism/detail_autism.htm 3)Pervasive Developmental Disorder http://www.ninds.nih.gov/disorders/pdd/pdd.htm 4)Autism and the Cerebellum http://www.autism.org/cerebel.html 5)Autism and the Limbic System http://www.autism.org/cerebel.html 6)The Savant Syndrome:Islands of Genius http://www.wisconsinmedicalsociety.org/savant/default.cfm 7)Autistic Savant http://www.wisconsinmedicalsociety.org/savant/default.cfm 8)Tune in, turn off http://www.newscientist.com/ns/19991009/tuneinturn.html 9)The Savant in All of Us http://www.saveachild.com/netnews/feb00resr.htm#Savant 10)Phenomenal Talent-The Autistic Kind http://www.nexus.edu.au/teachstud/gat/hendric1.htm

Slaughterhouse Five :: essays research papers

Slaughter house 5   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"We had been foolish virgins in the war right at the end of childhood† Slaughterhouse Five-Kurt Vonnegut â€Å"The children’s crusade started in 1213 when two monks got the idea of raising armies of children in France and Germany, and selling them in North Africa as slaves. Thirty thousand children volunteered thinking they were going to Palestine. (p.16) The Children’s Crusade and the World Wars are similar because of the drafting of the innocent to do the duties of a nation.   Ã‚  Ã‚  Ã‚  Ã‚  The children who volunteered were the â€Å"idle and deserted children who generally swarm in great cities, nurtured on vice and daring,† they thought they were going to Palestine but really they were being sold as slaves. Children are naive and very gullible, trusting in the words of the adults around them. They also believe that they have a grasp on their lives and control of the obstacles in life one discovers through experience when, in reality they have exactly the opposite. The young who fought in Dresden went off to war without knowing what to expect, much like the Children’s Crusade volunteers. Good fortune might have been one of the promises sworn in boot camp but what they received was the complete scythe of silence. Left behind, untagged and forgotten on the battleground, their bodies disintegrated into the earth leaving the young’s’ potentials undone.   Ã‚  Ã‚  Ã‚  Ã‚  When Billy Pilgrim went to war â€Å"He didn’t look like a soldier at all, he looked like a filthy flamingo.† Not ready to go out the door like a child, Billy is unprepared to go to war. No helmet, no protective armor, weapon or proper footwear he is as ready as a child who has not woken yet. Billy is clearly a child in many ways: he is naà ¯ve, gullible, ignorant, and lacks historical judgment and experience. â€Å"The third bullet was for the filthy flamingo, who stopped dead center in the road when the lethal bee buzzed past his ear. Billy stood there politely, giving the marksman another chance.† This clearly illustrated the child-like person Billy is. Instead of duck and cover, Billy stands there as if he were playing a board game he didn’t want to play and in protest did not move his player. He doesn’t truly grasp the distraught situation he is in and he most certainly doesn’t comprehend it. By not looking out for his own interest he becomes an infantile creature depending on the civil duties of others.

Culloden Case Essay

Culloden is not an action film, or a historical documentary, it is a historical deconstruction.   It serves to retell the events of the battle of Culloden as they really occurred.   Culloden was not the patriotic battles filled with the heroes that are portrayed in history books, it was an occurrence of bloody mass slaughter and ethnic cleansing. Through filming the events in a documentary style and vividly reconstructing events, the Director of Culloden, Peter Watkins, represents the horror of war in a true and realistic manner and allows the viewer to feel as though they are witnessing events first hand.   This technique, coupled with rapid editing, loud noises and tight close-ups brings the horror of the events home to the viewer and any images of the battle that a viewer may have previously held are completely lost. Within the documentary the deficiencies of the myths contained in history books and stories are revealed.   The character of Bonnie Prince Charlie, for example, is not portrayed as the romantic hero with whom people traditionally associate, rather he is revealed as an incompetent fool who self obsession leads to the murder of innocent civilians and soldiers. The presence of the British historian commenting on events from a safe distance is aimed squarely at pinpointing exactly how this reality becomes distorted over time.   The disjoint between the events on the field and the historian’s reaction to them serves to show how events such as this are dramatized.   Even in the midst of the bloodshed and the violence the historian views events with bias, commenting on them in an animated and vibrant fashion. The film draws the viewer’s attention to a number of factors that are traditionally forgotten in the heroic tales of war; it is an extremely terrifying event where innocent people die, the soldiers themselves suffer horrendously from the events and dreadful mistakes are made.   Whilst the bravery of the men who fight these wars should be remembered, so should the reality of what occurred on the battlefields.

Leadership in organizations Essay

Leadership is a term with a variety of definitions depending on the context that it’s been defined. One common definition of leadership is â€Å"the behavior of an individual directing the activities of a group toward a shared goal.† The following paragraphs would elaborate on one major approach of studying leadership, its strengths and weakness, and an example in which it was used in an organization. (Yukl, 2010) Participative Leadership style Participative Leadership is the most common leadership style in business settings such as hospitality. Participative Leadership â€Å"involves all members of a team in identifying essential goals and developing procedures or strategies to reach those goals.† It is also known as democratic leadership. In which the leaders often provide guidance to the group. There is active involvement on the part of everyone on the team. It also expands the range of possibilities for the team. (Yukl, 2010) Strengths of Participative Leadership Some advantages of participative leadership involve acceptance, morale, creativity and retention. Participative leadership allows employees to readily accept policies because they were involved the policy change, development one way, or the other. Morale of employees remains high because they feel that they are part of the team. It also helps bring a lot of creativity and creative ideas to the team. (Yukl, 2010) Weaknesses of Participative Leadership One potential disadvantage of participate leadership is the time factor. This leadership style does often involve the need for more time before action is taken. The disadvantages or weaknesses of participative leaderships are fewer than its advantages. Mostly employees are confused, with too much responsibilities and little guidance from management. There is room for major errors that can affect the organization at large. This  leads to lower performance, high employee turnover, customer dissatisfaction and decreased profitability. (Yu kl, 2010) Organization Example: Arizona Biltmore One example of participative leadership is at the front desk department of the Arizona Biltmore. Front Desk Agents are often involved in policies that pertain to the front desk. For example agents are given authority to resolve guest issues by rewarding them with dollar amount credit up to $100.00 based on the issue. Anything over $100.00 needs to be approved by a manager. In addition, employees are encouraged with incentives on room up sells. Thus, this motivates employee morale, brings about creativity with new ideas to improve their performance. On busy days the front office manager is at the front desk working with employees to assist guests. There is active involvement with everyone on the team. One disadvantage that applies to this organization example is there are too many responsibilities for employees and little guidance. Sometimes when agents need a manager to be around with an unresolved guest issue, the manager is not around. Therefore, this type of behavior motivates guests to give negative ratings on line about service or give positive rating if their problems are resolved. Participative Leadership has its advantages and disadvantages, and would determine an organization’s improvement or downfall if used wisely. (Yukl, 2010) References Yukl, G. (2010). Leadership in Organization (7th Ed.). Upper Saddle River, New Jersey: Pearson Education.

Nike Promotions Essay

After looking at Nike’s marketing strategy with respect to product, price, place and promotion, the outstanding success of the brand name calls for more attention to Nike’s promotional strategies. Nike’s promotions and advertisements have been deemed the best in the retail industry. The â€Å"Just Do It† slogan is supposedly one of the most famous and easily recognized slogans in advertising history. It would be safe to claim that brand management is easily one of Nike’s core capabilities. With the company’s advertising budget today reaching $2.4 billion, it is worth looking into Nike’s advertising strategies and how these strategies helped strengthen the brand image. 1980-1988: Early Advertising Before television advertisements, Nike released several successful print ads. One of its earliest print ad campaigns was the â€Å"There is no finish line† campaign by John Brown and Partners. The posters were an instant hit, since, it did not focus on the running shoe product, but instead on the person wearing the shoes. At this early stage, Nike saw the lucrative value in sports sponsorships. The company began sponsoring track and field athletes like Carl Lewis. With lucky breaks, Nike signed some bigger names in the athletic world like Wayne Gretzy and, probably the most important sponsorship signing in Nike history, Michael Jordan. 1988: The JUST DO IT Campaign This campaign was probably Nike’s most known and successful. In 1988, Nike worked with ad agency Wieden and Kennedy to create the slogan Just Do It. The company used this campaign to cash in on the jogging/fitness craze of the 80s. Top competitor Reebok was sweeping the aerobics race so Nike responded with Just Do It ads that practically shamed people into exercising, and more importantly, to exercise in Nikes. The Just Do It ads truly embodied the philosophy of grit, determination and passion to encourage consumers to embrace the culture of fitness rather than focus on the product. The Just Do It campaigns were also successful because of their celebrity features including Bo Jackson, John McEnroe, and Michael Jordan. These famous athletes reassured the quality of the Nike product and gave Nike a â€Å"hip† brand image. These ads were basically turning sweaty, pain-ridden exercise into something sexy and exciting. And lastly, the Just Do It ads were usually humorous, thus connecting to consumers on a level that made them comfortable and feeling positive about the brand. 2000-2005 Using its cooperations with various ad agencies, Nike released several popular and well-received TV commercials. In fact, the company received two Emmy awards for best commercial twice. The first was for â€Å"The Morning After,† which featured a runner on his morning jog on January 1, 2000, facing the chaos of the Y2K predictions. The commercial really connected to consumer emotions, as speculations of the new millennium were the conversation buzz around that time. The second Emmy was for a Nike commercial called â€Å"Move† that featured many famous and regular athletes performing a serious of athletic pursuits in a creative â€Å"pass it on† way. Starting in 2005, Nike released another successful ad campaign that were targeted at athletic woman. The ad focused on women’s Thunder Thighs and Big Butts, encouraging them to embrace their athletic body parts and shapes. This was yet another successful way Nike connected to the consumer on a personal level, as we all know that women tend to care about their self images. 2005 to Present Having built up an empire of a brand, Nike continued to focus on celebrity endorsements. Nike took famous athletes in a variety of sports to feature them in ads. LeBron James from basketball, Tom Brady from football, Ronaldhino from soccer, Roger Federer from tennis and Tiger Woods from golf, just to name a few. Using the A-list, top-notch names in the athletic world really helped tip Nike over into the â€Å"elite† brand division. At this point, Nike is reaching its peak in sales and in brand image. Having reached this peak, Nike is now changing up the promotion game and branching out to the digital world. With a 40% decrease in print and TV advertising, Nike is now trying to stray away from superstars. Now that Nike as perfected the art of branding, it is moving on to a world where consumers want to be told less. In 2010, Nike launched its new marketing division called Nike Digital Sport. This digital focus on sports conceived the Nike+ platform, which is a marriage of Apple and Nike technologies that allows people to track their athletic performance. It is also a platform that allows Nike to virtually have personal conversations with its consumers and, subtly study its consumer’s behavioural patterns. Overall, it seems like Nike is always in tune with consumer preferences and addresses them through strategic and well-executed advertising tactics. It is no surprise that the Nike brand is one of the most well recognized in the world.