Identification of Food Constituents Essay Example for Free

Identification of Food Constituents Essay Method (testing for reducing sugars) 1. Add 3cm? of whole milk, by using a pipette or syringe to the test tube. 2. Add 5cm? of Benedict’s reagent and place it in the boiling water bath for 8 minutes. Do the same for semi-skimmed milk and skimmed milk. 3. Once all 3 of the test tubes are left to cool in the air, observe the colours. It will be a good idea to set up a range of colour standards from glucose concentrations of 1%, 2%, 3%, 4% and 5% so that you can relate the colours observed to these concentrations. 4. A positive result would be from green to yellow to brick-red colour. Method (testing for non-reducing sugars) 5. Make up the same solution as step 1 but this time, adding 3cm? of dilute hydrochloric acid to break the glycosidic bonds between the monosaccharides. 6. Then add 3cm? of sodium hydroxide solution to neutralise it. 7. Add 5cm? of Benedict’s reagent and place it in the water bath for 8 minutes. 8. Once it’s left to cool, it should now turn brick-red colour. 9. The concentration of a non-reducing sugar can be estimated by first adding a drop of 10% invertase (sucrase) concentrate to 2cm? of the solution to be tested and leaving for 30 minutes at room temperature. The solution is tested for the presence of a reducing sugar. This method is preferable to acid hydrolysis. Method (testing for starch) 10. On each of the three types of milk, just add a few drops of iodine which is dissolved in potassium iodide solution. 11. The sample should change from browny-orange, to a dark, blue-black colour. Method (testing for proteins) 12. Place 2cm? of the three different types of milks on each tube. 13. Then add 2cm? of Biuret reagent and you should see a purple-violet colour developing. The intensity of it is proportional to the protein content. Method (testing for fats) 14. Add 3cm? of the three different types of milk on each test tube and 3cm? of water. 15. Place 1 drop of Sudan III to each test tube and shake gently to mix. 16. Using a microscope, a slide and a cover slip, identify any emulsion of red fat droplets. 17. Alternatively, you could add a drop of each of the milk on a filter paper and see if there is a translucent stain for a positive result. Results table Solution (Milk)TestObservationsConclusion SkimmedBenedict’sLime green (lightest)A slight amount of monosaccharides or reducing sugars present Semi-skimmedBenedict’sLime green (lighter)A slight amount of monosaccharides or reducing sugars present WholeBenedict’sLime greenA slight amount of monosaccharides or reducing sugars present SkimmedInvertaseYellowish-greenHardly any monosaccharides or reducing sugars present Semi-skimmedInvertaseYellowish-greenHardly any monosaccharides or reducing sugars present WholeInvertaseYellowish-greenHardly any monosaccharides or reducing sugars present SkimmedBiuretViolet purpleProtein present. Semi-skimmedBiuretPurpleLot’s of protein present WholeBiuretLight purpleProtein present Conclusion If there were to be a fair amount of monosaccharides to be present all 3 different types of milk, then we would surely see a brick-red precipitate formed when adding the Benedict’s reagent. But according to my range of colour standards from glucose (monosaccharide) concentrations, the lime-green colour given out from each of the 3 milks shows us that it does contain a minor amount of monosaccharides (reducing sugars). Adding a drop of invertase normally should break the glycosidic bonds that are holding the disaccharides together to form monosaccharides. But my results show that it’s a yellowish-green colour instead of a brick-red colour after adding Benedict’s reagent. This shows us that there is hardly any disaccharides present which I thought there would be as lactose, a disaccharide, is mostly present in milks. But this result may have a different view on that. The fact that all 3 milks turned purple after adding Biuret reagent assures us that there is protein present. If there is protein present, that means there is starch present too because starch and proteins are polysaccharides. Evaluation It is noticeable that I haven’t done the test for starch and fats. This is simply due to the fact that I run out of time. Using a 5cm? micro syringe would be more accurate than a pipette. When a precipitate is settled, I could have used a ruler to measure it out (in mm) instead of just using my eyes. Even better, using colorimeter would have provide accurate measurements on the amount of colour present and therefore, give us an indication of how much of the food constituents were present.

Principles of Marketing | Dissertation

Principles of Marketing | Dissertation Definition of Marketing Marketing is part of all of our lives and touches us in some way every day. Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. Philip Kotler says, Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Broadly defined, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Narrowly defined marketing involves building profitable, value-laden exchange relationships with customers. In short, it has been defined as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The new definition given by American Marketing Association reads, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The marketing process Create value for customers and build customer relationships Capture value from customers in return In the first four steps, companies work to understand consumers, create customer value and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value. By creating value for customers, they in turn capture value from customers in the form of sales, profits and long term customer equity. Core concepts of marketing Target Markets and Segmentation A marketer can rarely satisfy everyone in a market. Everyone in the market has different taste, likeliness, income and spending habit. Not everyone likes the same soft drink, automobile, college, and movie. Therefore, marketers start with market segmentation. They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes. Market segments can be identified by examining demographic, psychographic, and behavioral differences among buyers. The firm then decides which segments present the greatest opportunity—whose needs the firm can meet in a superior fashion. The lucrative segment/s are selected or targeted for offering/selling the product. For each chosen target market, the firm develops a market offering. The offering is positioned in the minds of the target buyers as delivering some central benefit(s). For example, Volvo develops its cars for the target market of buyers for whom auto- mobile safety is a major concern. Volvo , therefore, positions its car as the safest car a customer can buy. Customer Needs, Wants and Demands Needs are the basic human requirements. People need food, air, water, clothing, and shelter to survive. People also have strong needs for creation, education, and entertainment. The above needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but may want a hamburger, French fries, and a soft drink. A person in Mauritius needs food but may want a mango, rice, lentils, and beans. Wants are shaped by ones society. Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; only a few are able to buy one. Companies must measure not only how many people want their product but also how many would actually be willing and able to buy it. Product or Offering Customers needs and wants are fulfilled through a marketing offer or product. A product is any offering that can satisfy a need or want, such as one of the 10 basic offerings of goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. A brand is an offering from a known source. A brand name such as McDonalds carries many associations in the minds of people: hamburgers, fun, children, fast food, and golden arches. These associations make up the brand image. All companies strive to build a strong, favorable brand image. Value and Satisfaction In terms of marketing, the product or offering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. We define value as a ratio between what the customer gets and what he gives. The customer gets benefits and assumes costs, as shown in this equation: Based on this equation, the marketer can increase the value of the customer offering by (1) raising benefits, (2) reducing costs, (3) raising benefits and reducing costs, (4) raising benefits by more than the raise in costs, or (5) lowering benefits by less than the reduction in costs. Exchange and Transactions Exchange, the core of marketing, involves obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied: There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party. Whether exchange actually takes place depends upon whether the two parties can agree on terms that will leave them both better off (or at least not worse off) than before. Exchange is a value-creating process because it normally leaves both parties better off. Marketing Mix Marketers use numerous tools to elicit the desired responses from their target markets. These tools constitute a marketing mix. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: Product, Price, Place, and Promotion. Robert Lauterborn suggested that the sellers four Ps correspond to the customers four Cs. Winning companies are those that meet customer needs economically and conveniently and with effective communication. Marketing Philosophies and Concepts There are five competing concepts under which organizations conduct marketing activities: produc- tion concept, product concept, selling concept, marketing concept, and societal mar- keting concept. The Production Concept The production concept, one of the oldest in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. It is also used when a company wants to expand the market. Texas Instruments is a leading exponent of this concept. It concentrates on building production volume and upgrading technology in order to bring costs down, leading to lower prices and expansion of the market. This orientation has also been a key strategy of many Japanese companies. The Product Concept Other businesses are guided by the product concept, which holds that consumers favor those products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time, assuming that buyers can appraise quality and performance. Product-oriented companies often design their products with little or no customer input, trusting that their engineers can design exceptional products. A General Motors executive said years ago: How can the public know what kind of car they want until they see what is availablefi GM today asks customers what they value in a car and includes marketing people in the very beginning stages of design. The Selling Concept The selling concept, another common business orientation, holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers must be coaxed into buying, so the company has a battery of selling and promotion tools to stimulate buying. The selling concept is practiced most aggressively with unsought goods—goods that buyers normally do not think of buying, such as insurance and funeral plots. The selling concept is also practiced in the nonprofit area by fund-raisers, college admissions offices, and political parties. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. The Marketing Concept The marketing concept, in the mid-1950s, challenges the three business orientations we just discussed. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than its competitors in creating, delivering, and communicating customer value to its chosen target markets. The marketing concept focuses on the needs of the buyer. Marketing is preoccupied with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. The Societal Marketing Concept Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that successfully satisfy consumer wants necessarily acting in the best, long-run interests of consumers and societyfi The marketing concept sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare. Yet some firms and industries are criticized for satisfying consumer wants at societys expense. Such situations call for a new term that enlarges the marketing concept. We propose calling it the societal marketing concept, which holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well-being. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often confiicting criteria of company profits, consumer want satisfaction, and public interest. Yet a number of companies have achieved notable sales and profit gains by adopting and practicing the societal marketing concept. Marketing vs. Selling Oftentimes, marketing and sales are perceived interchangeably. But in actuality, these are two different things. Selling is a small portion of the entire marketing scheme. Selling is the transaction where a product is transferred from the business owner to a buyer for a price. In contrast, marketing is a process that involves several steps ranging from the generation of a product idea to the delivery of that product to the customer. Even after delivery of the product to the customer, the marketing process continues with direct communication with the customer to obtain feedback about the product. Profits from satisfied customers Theodore Levitt of Harvard drew a perceptive contrast between the selling and marketing concepts: Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the sellers need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. The selling concept takes an inside-out perspective. It starts with the factory, focuses on existing products, and calls for heavy selling and promoting to produce profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. CHAPTER 2 MARKETING ENVIRONMENT In order to correctly identify opportunities and monitor threats, the company must begin with a thorough understanding of the marketing environment in which the firm operates. The marketing environment consists of all the actors and forces outside marketing that affect the marketing managements ability to develop and maintain successful relationships with target customers. A companys marketing environment consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers Importance: The marketing environment offers both opportunities and threats Changes in the marketing environment often occur at a rapid pace. Marketers tend to be trend trackers and opportunity seekers. The company must use its marketing research and marketing intelligence systems to monitor the changing environment. A systematic scan of the environment helps marketers to revise and adapt marketing strategies to meet new challenges and opportunities in the market place. The marketing environment is made up of a micro environmental and macro environment. The Companys Microenvironment The micro environment consists of six forces (actors) close to the company that affect its ability to serve its customers: The company itself (including various internal departments) Suppliers. Marketing channel firms (intermediaries) Customer markets. Competitors. Publics. The Company The first actor is the company itself and the role it plays in the microenvironment. Top management is responsible for setting the companys mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the parameters established by top management. Marketing managers must also work closely with other company departments. Areas such as finance, R D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals. All departments must think consumer if the firm is to be successful. Suppliers Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the companys overall customer value delivery system. One consideration is to watch supply availability (such as supply shortages). Another point of concern is the monitoring of price trends of key inputs. Marketing Intermediaries Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. Seeking and working with resellers, however, is not easy because of the power that some demand and use. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination). Marketing services agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products to the right markets. Financial intermediaries (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks associated with buying and selling goods. Customers The company must study its customer markets closely because each market has its own special characteristics. These markets normally include: Consumer markets (individuals and households that buy goods and services for personal consumption). Business markets (buy goods and services for further processing or for use in their production process). Reseller markets (buy goods and services in order to resell them at a profit). Government markets (agencies that buy goods and services in order to produce public services or transfer them to those that need them). International markets (buyers of all types, including governments, in foreign countries). Competitors Every company faces a wide range of competitors. A company must secure a strategic advantage over competitors to be successful in the marketplace. No single competitive strategy is best for all companies . Publics A public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives. A company should prepare a marketing plan for all of its major publics as well as its customer markets. Generally, publics can be identified as being: Financial publics. Media publics. Government publics. Citizen-action publics. Local publics. General public. Internal publics. The Companys Macroenvironment The macroenvironment consists of the larger societal forces that affect the microenvironment: Demographic. Economic. Natural. Technological. Political. Cultural The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Major forces in the companys macroenvironment include: Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other statistics. It is of major interest to marketers because it involves people, and people make up markets. Demographic trends are constantly changing. Some of the more interesting trends are: The worlds population (though not all countries) rate is growing at an explosive rate that will soon exceed food supply and ability to adequately service the population. The greatest danger is in the poorest countries where poverty contributes to the difficulties. The most important trend is the changing age structure of the population. Generational marketing is possible, however, caution must be used to avoid generational alienation. Changing family structure Geographic shifts in population will also alter demographics. Changing educational level : In general, the population is becoming better educated. The work force is becoming more white-collar. Products such as books and education services appeal to groups following this trend. Technical skills (such as in computers) will be a must in the future. The final demographic trend is the increasing ethnic and racial diversity . Economic Environment The economic environment includes those factors that affect consumer buying power and spending patterns. Major economic trends include: Changes in income—personal consumption (along with personal debt) has gone up (1980s) and the 1990s brought recession that has caused adjustments both personally and corporately in this country. In the 2000s, consumers are more careful shoppers. Value marketing (trying to offer the consumer greater value for their dollar) is a very serious strategy in the 2000s. Real income is on the rise again but is being carefully guarded by a value-conscious consumer. Income distribution is still very skewed in the United States and all classes have not shared in prosperity. In addition, spending patterns show that food, housing, and transportation still account for the majority of consumer dollars. It is also of note that distribution of income has created a two-tiered market where there are those that are affluent and less affluent. Classes of consumers include: Upper class—spending patterns are not affected by current economic events and who are a major market for luxury goods. Middle class—somewhat careful about its spending but can still afford the good life some of the time. Working class—must stick close to the basics of food, clothing, and shelter and must try hard to save. Under class—(persons on welfare and many retirees) must count their pennies when making even the most basic purchases. Changing consumer spending patterns: Consider Engles Laws where differences were noted over a century ago by Ernst Engle regarding how people shift their spending across food, housing, transportation, health care, and other goods and service categories as family income rises. Spending patterns have generally supported his ideas. Marketers must carefully monitor economic changes so they will be able to prosper with the trend, not suffer from it. Natural Environment The natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental concerns have steadily grown. Some trend analysts labeled the 1990s as the Earth Decade, where protection of the natural environment became a major worldwide issue facing business and the public. Specific areas of concern were: Shortages of raw materials. Staples such as air, water, and wood products have been seriously damaged and non-renewable such as oil, coal, and various minerals have been seriously depleted during industrial expansion. Increased pollution is a worldwide problem. Industrial damage to the environment is very serious. Far-sighted companies are becoming environmentally friendly and are producing environmentally safe and recyclable or biodegradable goods. The public response to these companies is encouraging. Government intervention in natural resource management has caused environmental concerns to be more practical and necessary in business and industry. Leadership, not punishment, seems to be the best policy for long term results. Instead of opposing regulation, marketers should help develop solutions to the material and energy problems facing the world. Concern for the natural environment has spawned the so-called green movement. Environmentally sustainable strategies and practices are being created. Companies are recognizing a link between a healthy economy and a healthy ecology. Technological Environment The technological environment includes forces that create new technologies, creating new product and market opportunities. Technology is perhaps the most dramatic force shaping our destiny. New technologies create new markets and opportunities. Every new technology, however, replaces an older technology. The challenge is not only technical but also commercial—to make practical, affordable versions of products. Political Environment The political environment includes laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Business is regulated by various forms of legislation. Governments develop public policy to guide commerce—sets of laws and regulations limiting business for the good of society as a whole. Almost every marketing activity is subject to a wide range of laws and regulations. Some trends in the political environment include: Increasing legislation to: Protect companies from each other. Protecting consumers from unfair business practices. Protecting interests of society against unrestrained business behavior. Changing government agency enforcement. New laws and their enforcement will continue or increase. Increased emphasis on ethics and socially responsible actions. Socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ethics and social responsibility. The boom in e-commerce and Internet marketing has created a new set of social and ethical issues. Privacy issues are the primary concern. Another cyberspace concern is that of access by vulnerable or unauthorized groups. Cultural Environment The cultural environment is made up of institutions and other forces that affect societys basic values, perceptions, and behaviors. Certain cultural characteristics can affect marketing decision-making. Among the most dynamic cultural char- acterisitics are: Persistence of cultural values. Peoples core beliefs and values have a high degree of persistence. Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government. Secondary beliefs and values are more open to change. Shifts in secondary cultural values. Because secondary cultural values and beliefs are open to change, marketers want to spot them and be able to capitalize on the change potential. The Yankelovich Monitor has identified eight major consumer themes: Paradox. Trust not. Go it alone. Smarts really count. No sacrifices. Stress hard to beat. Reciprocity is the way to go. Me 2. Societys major cultural views are expressed in: Peoples views of themselves. People vary in their emphasis on serving themselves versus serving others.. Peoples views of others. Observers have noted a shift from a me-society to a we-society. Consumers are spending more on products and services that will improve their lives rather than their image. Peoples views of organizations. People are willing to work for large organizations but expect them to become increasingly socially responsible. Many companies are linking themselves to worthwhile causes. Peoples views of society. This orientation influences consumption patterns. Buy American versus buying abroad is an issue that will continue into the next decade. Peoples view of nature. There is a growing trend toward peoples feeling of mastery over nature through technology and the belief that nature is bountiful. Nature, however, is finite. Love of nature and sports associated with nature are expected to be significant trends in the next several years. Peoples views of the universe. Studies of the origin of man, religion, and thought-provoking ad campaigns are on the rise. Spiritual individualism may be a new theme. Chapter 3 Marketing segmentation Market Segmentation It is the process of dividing a market into distinct group of buyers who have distinct needs, characteristics or behavior and who might require separate product or marketing mixes. Market segment A group of consumers who respond in a similar way to a given set of marketing efforts. For Example: In the car market, consumers who want the biggest, most comfortable car regardless of the price make up one market segment. Consumers who care mainly about price and operating economy make up another segment. Requirements of Market Segments In addition to having different needs, for segments to be practical they should be evaluated against the following criteria: Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: the segments must be reachable through communication and distribution channels. Substantial: the segments should be sufficiently large to justify the resources required to target them. Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments. Bases for Segmentation in Consumer Markets Consumer markets can be segmented on the following customer characteristics. Geographic Demographic Psychographic Behavioral Geographic Segmentation The following are some examples of geographic variables often used in segmentation. Region: by continent, country, state, or even neighborhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions Demographic Segmentation Some demographic segmentation variables include: Age Gender Family size Family lifecycle Generation: baby-boomers, Generation X, etc. Income Occupation Education Ethnicity Nationality Religion Social class Many of these variables have standard categories for their values. For example, family lifecycle often is expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III depending on the age of the c

Dell Corporation SWOT Analysis

Dell Corporation SWOT Analysis SWOT Analysis Dell Computer Corporation was founded by Michael Saul Dell in 1984 with their simple premise as the basic foundation that personal computers could be built and sold directly to customers and by doing this, Dell could address their specific needs and provide the best computing solutions that meet those customers needs. (Cuizon G., 5 March 2009) Basically, Dell is using Direct Method which provides two advantages: 1. reducing marketing and sales cost by eliminating markups of distributors and retailers and 2. building to order reduced inventory costs and risks of retaining inventories. (Cuizon G., 5 March 2009) Dells Direct Model is the main reason why Dell has achieved its high status in business today. This tactical model enables Dell to interact with customers directly providing them with fast, reasonably-priced and friendly means of production and distribution. (Cuizon G., 5 March 2009) (S)trengths Dell is one of the largest technological corporations (PC maker) in the world that develops, manufacture, sell and support personal computer, laptops and other computer peripherals. (Mba tutorials, 22 December 2009) Dell is ranked at number 38 on the Fortune 500 in 2010. Fortune also ranks it as the Number 5 most admired company in computer industry. Dell has large acquisitions and mergers. For example acquisition of Perot Systems in 2009 and Alienware in 2006.  (Mbalectures, 20 October 2010) Besides that, The Dell brand is one of the best known and renowned computer brands in the World. (Marketing Teacher, 2010) Dell has experienced management and leadership. For example Michael Dell who is presently the computer industrys longest-tenured (CEO) chief executive officer. Dell is also a highly inventive company in its industry and has very strong E-commerce and supply chain management. Dell is the biggest firm in the Austin and second biggest non-oil corporation in Texas and fifth la rgest in Texas by revenue. (Mbalectures, 20 October 2010) As we know, Dell is using Direct Model which contributed the success to Dell by enabling the company to offer direct relationships with customers such as corporate and institutional customers. Their strategic method also provides other forms of products and services such as internet and telephone purchasing, customized computer systems; phone and online technical support and next-day, on-site product service. (Cuizon G., 5 March 2009) Now, in a market that is ever changing, competitors are challenging Dell with new and unique products in an effort to overcome the superiority of the Direct Model. (Docstoc, 2010) This extensive choice of products and services is absolutely one of Dells strengths to compete with its competitors. (Cuizon G., 5 March 2009) The growth and development of laptop computers is a primary area in which Dell can work for continued success, despite the threats posed by its competitors. (Docstoc, 2010) Clearly, many of the Dells strengths come as results of the Direct Model. The model itself could be considered one of the companys greatest assets. However, a few specific advantages are gained from through the Direct Model relative to the laptop market. (Docstoc, 2010) First of all, the Direct Model allows the consumers to fully customize their laptops. The market is becoming more educated, now more than ever individuals want a product that can target their specific needs. In the case of laptops, this means that customers want more choices in terms of both performance and profitability. (Docstoc, 2010) By understanding customers needs and preferences is important strength of the company, Dell has cut out the retail seller and sells directly to the customers with no use of a middle man. Dell has made it possible for all customers to have the chance to fully customize their product. (Docstoc, 2010) In term of capture data on its loyal consumers, Dell is using information technology and Customer Relationship Management (CRM) approaches. Thus, a customer could selects a generic PC model, and then adds items and upgrades until the PC is kitted out to the customers own specification. Components are made by suppliers, never by Dell. (Oppapers, 2010) In addition to this customization, the Direct Model benefits the customers with fast delivery of products. This allows customers to place their order, and receive their customized computer often within days. Both these advantages are the greatest assets in targeting the home-user market segment. (Docstoc, 2010) Besides the fast delivery, Dell also offer their customers the ability to track their delivery. (Quality Assurance Solutions, ND) Customers can keep track of their delivery by contacting customer services which is based in India. The finished goods are then dropped off with the customer by courier. Dell has total command of its supply chain. (Oppapers, 2010) Dell also has an advantage in their inventory turnover time, and in their well established relationship with their suppliers. (Docstoc, 2010) These just-in-time (JIT) producing approach creates huge cost savings by minimize the costs, which Dell can pass on to its customers. (Mbalectures, 20 October 2010) As a result, Dell produces the products which is customized, low-priced and deliver to the customers door within days. (Docstoc, 2010) Dell has differentiated itself from competitors by providing potent systems to the customers at competitive prices. (Mbalectures, 20 October 2010) By low assembly costs by using relatively cheap labour(Oppapers, 2010), low manufacturing costs(Quality Assurance Solutions, ND), and also boasts the industrys most efficient procurement, manufacturing, and distribution system allow Dell to offer the customers powerful systems at competitive prices. (Cuizon G., 5 March 2009) Besides that, Dell has strong customer base too. Dell is targeting the business executive category by approximately two-third of Dells sales is generated from government agencies, large corporations and educational institutions. (Mbalectures, 20 October 2010) In other words, Dell has already created long-term relationship with large companies, and this provides most of their business. These companies, in turn, pass the relationship on through their employees, providing them with Dell products. (Docstoc, 2010) (W)eaknesses The significant weaknesses of Dell is fail to attract the market of college student segment. (Docstoc, 2010) Dells sales revenue from educational institutions such as colleges only average of 5% in total. Due to much focuses on business customers, it affected its ability to form relationships with educational institutions. (Cuizon G., 5 March 2009) And, as many students purchase their PCs through their school, Dell is clearly not in a position to take advantage of the college market. (Docstoc, 2010) Dealing with huge amount of supplies of products and components from many different countries can causes Dell some embarrassment when products are recalled. (Oppapers, 2010) For example, great troubles in quality, manufacturing and services.  (Mbalectures, 20 October 2010) Dell. In 2004 Dell had to recall 4.4 million laptop adapters because of a fear that they could overheat, causing electric shocks or fires. (Oppapers, 2010) Another weakness of Dell is there is no diversification and the company is only focusing on the PCs business. (Mbalectures, 20 October 2010)  Dell is a computer maker, not a computer manufacturer. (Oppapers, 2010) In other words, they build computers, not develop them. (Quality Assurance Solutions, ND) Dell buys from a group of concentrated hi-tech component producers. Whilst this is a great advantage in terms of business processes, allowing Dell to focus on marketing and logistics, the company is reliant on a number of large suppliers, and to an extent is locked in for periods of time. For example, due to the lack of large suppliers in the World, Dell unable to switch supply. (Oppapers, 2010) In term of home users, Dell have the serious problem on its direct method and customization approach. (Cuizon G., 5 March 2009) First, customers cannot go to retailers, try a few different products, and walk home with a computer all in a single trip because of Dell does not use distribution channels. (Docstoc, 2010) The very differentiates thing if Dell from its competitors, customization also creates a problem in that customers just cant buy Dell as simply as other brands. It is because each product is custom-built according to their specifications and this might take days to finish. (Cuizon G., 5 March 2009) And due to this, many computer buyers are wary of a product that they cannot personally examine it before purchasing. In addition, some of the anxious buyers would have no patient to wait for their products to deliver for a number of days. (Docstoc, 2010) Moreover, Dell also has weakness on its technology. (Mbalectures, 20 October 2010) It   have no proprietary technology to offer the market , Dell is currently using the technology which are shared by the other major competitors. (Mba tutorials, 22 December 2009) Besides that, it changes its technology at very fast rate. (Mbalectures, 20 October 2010) (O)pportunities Personal computers are becoming a necessity nowadays. Demand for laptops is also growing much faster than desktop computers. As a matter of fact, demand for laptop has overtaken the demand for desktops. This is create a great opportunity for Dell to grow in all other segments. (Cuizon G., 5 March 2009) Besides that, the trend toward more educated buyers also provide great opportunity for Dell by increasing the number of second-time buyers. (Docstoc, 2010) Second-time buyers would most likely avail of Dells custom-built computers because as they have purchased computers in the past know what they want, so do their need to experiment or use some additional computer features. (Cuizon G., 5 March 2009) Here, Dell makes use of the Direct Model which can provide the framework for customers to make truly personalized computers in a relatively hassle-free environment. (Docstoc, 2010) Furthermore, improvement in technology will help Dell to introduce efficient-manufacturing systems which will decrease the production cost. (Mbalectures, 20 October 2010) For example, increased communication and technological integration, such as Internet create good opportunity for Dell because all the customers can now go to visit Dells website to place their order or to get information. Since Dell does not have retail stores, the online stores would surely make up for its absence. It is not only benefits to Dell, but all the customers. It gives the customers convenience to shop online than to actually drive and do purchase at a physical store. (Cuizon G., 5 March 2009) Another opportunity for Dell would be maintain the excellent lead that was taken by the founder of Dell, Michael Dell will be challenging. (Quality Assurance Solutions, ND)Kevin Rollins replaced Michael Dell in 2004 as Dells Chief Executive Officer. Dell remained the companys Chairman. Despite founder Dells massive success, new blood and a change in management thinking could lead the company into a new and more profitable time. Dell was born in 1965, and founded Dell in 1984 with $1000 whilst studying at the University of Texas. He became the youngest Fortune 500 CEO in 1992, and will be a tough act to follow. (Marketing Teacher, 2010) Diversification in related and unrelated business, such as softwares, broadband, security devices, and PC software are some of the rapid growing segments in Dell company. (Mbalectures, 20 October 2010) Besides, innovation makes Dell to introduce many new products to its range which includes printers, toners, LCD televisions and other non-computing goods in order to respond to the rapid changing industry. Thus, Dell is competing against iPod and other consumer electronics brands. (Marketing Teacher, 2010) Furthermore, sustaining low-cost leadership is also an important opportunity for Dell. (Mbalectures, 20 October 2010) Dell is branding and selling low-cost, low-price computers to PC retailers throughout the world in order to open other avenues of branding opportunities. (Quality Assurance Solutions, ND)The PCs are unbranded and should not be recognised as being Dell when the consumer makes a purchase. Rebranding and rebadging for retailers, although a departure for Dell, gives the company new market segments to attack with the associated marketing costs. (Marketing Teacher, 2010) Thus, Dell has opportunity to sell computer directly to retailers. (Mba tutorials, 22 December 2009) (T)hreats The single biggest problem of Dell is the competitive rivalry that exists in the PC market globally. (Marketing Teacher, 2010) Dell is facing strong competition in the industry, such as IBM and Intel to sustain its market share. (Mbalectures, 20 October 2010) As with all profitable brands, retaliation from competitors and new entrants to the market pose potential threats. As we know, Dell sources from Far Eastern nations because of the low labor costs, but there is nothing stopping competitors to follow what Dell is doing, such as sourcing the same or similar components from the same or similar suppliers. Remember, Dell is a PC maker, not a PC manufacturer. (Marketing Teacher, 2010) In a volatile market such as personal computers, threats abound. Computers change in a constant sometime daily basis. New software, new hardware and computer accessories are introduced at a lightning speed. Thus, the innovation is essential for Dell by always looking out for new things or introducing new computer systems to the market. The threat to become outmoded is a pulsating reality in computer industry. Not only that, companies are also facing the challenge to produce products that are high in quality but low in price. (Cuizon G., 5 March 2009) Therefore, one of the biggest external threats to Dell is the increasingly lower prices for products amount their competitors (Quality Assurance Solutions, ND) and make the price difference among brands is getting smaller. Although Dells Direct Model attracts customers because it saves cost, other companies are also able to offer their products at low costs which could threaten Dells price-conscious growing customer base. Since the prices of the brands are identical, price difference is no longer an issue for a customer. Therefore, they would choose other brands rather than waiting for the delivery of Dells customized computers. (Cuizon G., 5 March 2009) Due to the growth rate of the computer industry is slowing down, Dell which has the biggest share of the market has also slows down the demand of its products. If the demand slows down, the competition will become stiffer in the process. Dell has to work doubly hard to differentiate itself from its substitutes, such as Ipad which introduced by Apple Corporation in order to continue holding a significant market share. (Cuizon G., 5 March 2009) Technological advancement is a double-edge sword. It provides an opportunity but at the same time a threat for Dell because advancement in technology outmoded the manufacturing facilities as well as the company. (Mbalectures, 20 October 2010) Low-cost leadership strategy is no longer an issue to computer companies therefore it is important for computer companies to stand out from the rest of competitors. Therefore, in order to compete with others, Dell has to always keep up with its technological advancements. (Cuizon G., 5 March 2009) Besides that, due to being global in its marketing and operations, Dell is exposed to fluctuations in the World currency markets. Although it is a very lean organization, orders do have to be placed some time ahead due to their company size or value. (Marketing Teacher, 2010) Changes in exchange rates could make the companys global business exposed to potential losses in certain parts of its supply chain. (Quality Assurance Solutions, ND)

Russian Composers Essay -- essays research papers fc

  Ã‚  Ã‚  Ã‚  Ã‚   Russian composers are often mentioned in history as the most influential in the world. With style unlike any other, Russians are able to capture mood through a unique ability to capture exactly what they feel. Exactly how the Russians are able to do this is unknown, though through this, the greatest composers have turned out to be Russian. Tchaikovsky, Rachmaninoff and Shostakovich are all able to write and portray the most detailed feelings and moods, and it is to them that we owe the advancement of all music. Tchaikovsky is one of the most beloved composers in history. An inspired craftsman of melody, orchestration and tonal color, he wrote in an astonishing variety of musical forms, from symphonies to ballet scores to concertos (Sadie, 94). His life and work are the stuff of legend, and his personal struggles are almost as well recorded today as the methods by which he created his music (Osborne, 77). He was born in Votkinsk, Russia in 1840, and was initially trained in music by a French governess (Mason, 70). At ten, he moved to St. Petersburg, where he studied law and enrolled in jurisprudence school (Ewen, 72). After his graduation in 1859, he briefly held a job as a government clerk, but soon threw out that career in favor of his musical pursuits’ (Osborne, 77). Tchaikovsky entered the St. Petersburg Conservatory in 1861 and studied composition with Anton Rubinstein, then the most famed pianist and composer in Russia. Graduating in 1856, he found a position as a teacher at the Moscow Conservatory and began to write minor overtures, quartets and a larger symphonic work (Sadie, 94). In 1876, Tchaikovsky entered into a relationship, which would dominate most of his career as a composer. A wealth widow, Nedezhda von Meck, had heard that Tchaikovsky was in financial straits and without ever meeting the young musician, commissioned several works from him with pricey fees attached. Soon, she put the composer on a fixed allowance, which covered his basic living expenses, and this arrangement lasted for the next thirteen years, without the two ever meeting. By Madame von Meck’s generosity, Tchaikovsky was able to devote his energy to composition without hardship. Madame von Meck deserves the gratitude of every music lover who cherishes the work of this great composer (Mason, 70). In 1877, Tchaikovsky was married to Antonia... ...ed years. What do they all have in common? There is no documented reason, except that the all are Russian and both Rachmaminoff and Shostakovich probably studied Tchaikovsky works and this possibly influenced their own personal style. These composers should be considered the greatest composers as their music lives inside everyone alike, young and old, every race and nationality and it shall continue as we continue to honor these three great composers, Tchaikovsky, Rachmaninoff and Shostakovich.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   WORKS CITED Ewen, David. Composers of Tomorrows Music. New York: Dodd, Mead & Company, 1972. Mason, Daniel. The Romantic Composers. New York: Macmillan Company, 1970. Osborne, Charles, ed. The Dictionary of Composers. New York: Taplinger Publishing 1977. Sadie, Stanley, ed. The Norton Grove Encyclopedia ofMusic. New York: W.W.Norton & Company, 1994. Salzman, Eric. Twentieth-Century Music: An Introduction. New Jersey: Prentice-Hall, 1974. Williams, Edward. â€Å"Shostakovich, Dimitri† World Book Encyclopedia: World Book,1992.

Consider how Blake Edwards Present Issues of identity and possession :: English Literature

Consider how Blake Edwards Present Issues of identity and possession in Breakfast at Tiffany's In this essay, I am going to analyse the different techniques Blake Edwards used to present issues of identity and possession in the film "Breakfast at Tiffany's" Breakfast at Tiffany's is a film that was directed by Blake Edwards in 1961. It deals with romance and life in the 1960's. The film was originally Based on the book "Breakfast at Tiffany's" by Truman Capote, who wrote the book during the 1958's, which suggests that he must have experienced the style of life in the 1960's. Holly Golightly, the most important female character, in the film was played by Audrey Hepburn, who is one of the most famous Hollywood actresses at that time. The film consists of many genres eg: romance, comedy, so the film would suit a wider ranger of audiences. I do believe that the film was aimed at adults, because Blake Edwards has given the characters in the film a complicated contrast of personality and identity. Issues of identity and possession changes and is revealed bit by bit throughout the film. The director has made Holly Golightly the centre of identity and possession, and made every other character move around Holly, revealing her identity, personality and past. There are many different camera angles like close up of Holly when she is singing or when the characters are talking. The camera angles like close ups can often show what a character is thinking or what their personality is like, for eg: when Holly was singing moon river, the close up shows that Holly is a gentile and kind person. Holly's cat hasn't got a name, in fact we don't know anything about the cat, where it came from or its gender. In the film Holly says, that she would only name the cat when she feels that she is rich enough. The cat is a symbol of mystery, that represents Holly. There are many types of dialogue. Sometimes during the film body language and silent dialogue, is used to express a characters feelings, for example: In the scene of the party, we see a woman standing in front of a mirror, crying then laughing, without saying anything. Facial expressions are also used to show a characters feelings instead of saying their feelings. This could be more effective than dialogue, eg: when Holly says she is not going back with Doc, the expressions on Doc's face show us that he is deeply hurt. Holly seems very strange sometimes, she compares he past boy friends with objects that mean much to her. Holly says that you can tell how

Abolishing Slavery: Abraham Lincoln

Abolishing Slavery: Abraham Lincoln, the Emancipation Proclamation, and the end of slavery all go hand in hand in modern day United States classrooms. Lincoln, a Kentucky native, was the great 16th president of the United States who brought freedom to black slaves throughout the country, forever abolishing slavery in the nation. Well, that’s at least what has been instilled in the young minds of children across the US. Before we can start calling Lincoln the â€Å"Great Emancipator,† or an abolitionist we need to take a look at the facts.Lincoln’s reign as a political leader was in an extremely crucial time of need in our country as the country was tearing apart with the eventual Civil War looming. In 1858 Lincoln ran for, and lost, the senator position in Illinois. His running mate Stephen Douglass made a veteran political move by accusing Lincoln of supporting black equality, which helped put fear into many voters’ ballots when they decided to vote for t he less radical Douglass.Lincoln, being the knowledgeable politician he was, responded with a statement in an attempt to clear his name with the white population by saying â€Å"I am not, nor ever have been in favor of bringing about in any way the social and political equality of the white and black races. † Although these views were most likely used as a political ploy, they didn’t sit well with the black community when Lincoln started receiving credit for freeing the slaves. Fast-forward about a decade when Lincoln was in the presidential seat and Lincoln was facing similar issues in his struggle to unify the wilting United States.As president Lincoln’s main goal was to unify the two sides of the United States: the Union and the Confederacy. In order to unify the country Lincoln had to hurdle his biggest obstacle in abolishing slavery. Perhaps the only reason Lincoln supported the freeing of slaves was because he realized it was the only way to unify the coun try, which is a solid argument in itself to the idea of Lincoln receiving too much credit for freeing the slaves. Anyhow, Lincoln somewhat reluctantly proceeded to announce his plans to abolish slavery with his first plan called compensated emancipation.In this plan Lincoln would free the slaves by paying off the slave owners large sums of money in return for the slaves freedom. Once freed, the slaves must move out of the country to foreign lands such as the Caribbean, Latin America, or West Africa. Although this plan would work for Lincoln in his main goal of unifying the country, the black community was outraged, rightfully so, in that the United States was just as much the blacks land as it was the whites land. After some time, Lincoln finally came to the realization that in order to avoid a country separation he had to release the Emancipation Proclamation (EP).The EP was a two-part document, the first being known as the preliminary EP, which was released on Sep 22, 1862. This g ave the confederate states 100 days to join the union or Lincoln would abolish slavery in the states that continued to rebel. On Jan 1st, 1863 the proclamation went into affect and Lincoln abolished slavery in the nine of the ten states that had yet to join the Union (Texas was exempted). This is the day in history that is perceived to be the day that slavery was forever abolished.However, slavery was only abolished in nine rebellious states while it was legal in states that had been apart of the Union before that Jan 1st date. Although this was clearly not the end of all ends in slavery, it was a genius political move by Lincoln who achieved his goal of unifying the country. But that’s all it was. Lincoln did his job; he unified the country. But, to pronounce Lincoln as the man who ended all slavery is simply put, ridiculous. It was defiantly a start as over 50,000 slaves were freed on that historic day, but was far from over as pockets of the country were continuing on with slavery as if nothing had happened.This included the entire state of Texas who was somehow exempt from the whole ordeal. Lincoln indeed was a great president who brought the country out of deep times, but he was not the man who ended slavery on the spot as we have been inclined to learn over the years. It was the next two or so years leading up to the 13th amendment that deserve most of the credit. The time following the EP was joyous for some, insulting to others, but in truth was most important to the complete freedom of blacks in America. Slavery continued on in the states for quite some time after the EP, which started to confuse many black leaders of the time.One of the most important dates in freeing the blacks was June 19th, 1865, two and a half years after the EP, when General Gordon Granger landed in Galveston, Texas to announce that slavery had been abolished and that at that moment all slaves had equal rights to their slave masters and could do as they please. This creat ed much jubilation in the state and around the country, as these slaves had been â€Å"illegal† slaves for over two years. This date, now celebrated as Juneteenth as an official holiday in 38 states, is considered to be the beginning of the end of slavery in the United States.About 6 months later on Dec 6th, 1865 the 13th amendment was added to the constitution stating that slavery was officially prohibited in the United States of America under any circumstances. It took nearly three years since the EP to completely abolish slavery, which by some people is considered completely ridiculous and insane, but it must be noted that the EP was not put in place to abolish slavery, but was in fact an intricate and in many ways brilliant political move by Abe Lincoln to unify the country.It was not intended to free the slaves as most of us are falsely led to believe. So, when are we going to get the celebration of abolished slavery in America right? No more should Lincoln receive credi t for abolishing slavery, we need a real holiday to celebrate this historic event. How about December 6th? The day when over 4 million slaves were finally free and slavery was officially abolished in the states. So here’s to a December 6th holiday, the day the 13th amendment of the constitution was established.

CoCa-Cola MagiCan essay

My understanding of the magi can promotion was that It was a new and Innovative way of promotion by Coca Cola which should have brought In more fans but Instead created a negative perception towards Its product and attracted bad publicity towards its campaign. It was bold on Coca Cola's part to go ahead with such a costly advert but what it failed to do was make the necessary corrections to its campaign during its test marketing phase where the company decided to go ahead with the full blown promotion in spite of the mechanism failure rate's.Also compounding the robber was the mismatch in the number of cans that had the money versus the ones that did not have it. Its competitor Pepsi took a far simple yet similar style approach towards its promotion where instead of a mechanism to give money the cans had at the bottom a number that corresponded to a winning amount. Coca Cola should have taken the feedback its test customers gave seriously and make the necessary changes but being the first to try such a form of marketing there was bound to be some Issues but later on the same principle was adopted by other firms In a much simple format that was still appealing.Do you think longer test marketing should be done with promotions like magi cans? Mans According to me Coca-Cola had conducted a test marketing campaign for their magi cans in Iowa & Illinois for 3 months and therefore there was no need for extending it as they had identified potential problems in the application of the device. They should have gone back and reworked on the device based on initial feedback and then reliance it.What consumer behavior principles should Coke have considered before launch? Mans Coca Cola should have considered the psychological aspects of the consumer because the consumer Is under the impression they will win meeting that Is tangible has value to It. The campaign and the subsequent mage can was totally mismatched In Its reach to the audience. Coca Cola should have instead put numbers inside the can and customers can then check with customer care to see if they have one something.Should marketers put prizes in packages that contain food product? Would your answer depend on the type of packages? Mans Yes, putting prizes inside food products enhances the appeal of the food itself even if it does not taste or look good. The type of package is not the Issue but it's the prize Itself which should be able to fit Inside he food package. It should not compromise the quantity of food that goes In nor should It be easily damaged by the food around It.Do you think should Coca cola bring back mage cans? Mans I would say no because it's a promotion that went bad due to the misguided use the device vs.. The ones that did not have it. Coca Cola should understand as an FMC company, any misguided promotion on a product can dent its image for a long time and it takes even longer time to get the consumer confidence back. Hence, Coca Cola should instead learn from such mista kes and create new and safer campaigns.