Jazz Music A Black Art - 2297 Words

Birsa Chatterjee Ms. Kuryllo AP English 12 Jazz Music: A Black Art in American Literature In America, the 1920s was an extremely critical time, especially for the African-Americans of the time. The Harlem Renaissance was booming. Citizens were bringing all poetry, art, and music to the next level in the roaring 20s. They call this the â€Å"Jazz Age† for a reason. Jazz music started to appear in dance venues and clubs. One such club was the famous Cotton Club. People were either enamored by it, or appalled by it. Jazz was all about movement; it was driven by syncopation and improvisation, and for some it was highly regarded as â€Å"the devil’s music. â€Å"Music, is a cultural reaction to specific environmental factors. As the new music of the 1920s, jazz utilized various elements and a new and greater sense of individual freedom and accomplishment. As the most revered, and emotionally fulfilling contemporary reaction to the world in Africa-American society, this music became parallel with the culture from which it had originated, overcoming barriers of gender and class. (Ludigkeit 6). Jazz music was created out of the black tradition of call-and-response. In the South (plantations), slaves utilized work songs to communicate with each other, maintain a working pace with their peers, and also as a type of worship. In the creation of jazz, the music was built in a similar way: a basic form was created, that followed a specific melodic structure and chord progression. Then musicians beganShow MoreRelatedJohn Altoon s Jazz Players From 19501396 Words   |  6 PagesJohn Altoon’s Jazz Players from 1950 is an oil on Masonite painting located in the Orange County Museum of Art in Newport Beach, Ca lifornia. Altoon’s piece conveys a sense of art deco style with his use of bold contour line outlining geometric shapes along with his use of strong saturated colors. Altoon’s Jazz Players reflects Modernism by exemplifying cubism as well as Harlem Renaissance art through the use of angular, geometric shapes and the depiction of the â€Å"New Negro.† John Altoon was bornRead MoreThe New Negro Movement, By Zora Neale Hurston1720 Words   |  7 PagesThe Harlem Renaissance was a time of cultural endeavors of intellectual and artistic African American leaders during the 1920s. It was a manifestation of embracing poetry, literature, music, art, film, fashion and all things synonymous with creativity. It begun during the end of World War 1, in a relatively small section in New York City and ended during the aftermath of The Great Depression. This was by far one of the most influential movements in African American culture. African Americans tookRead MoreThe Harlem Renaissance, A Cultural Movement Essay1063 Words   |  5 PagesHistory Art, Music, Literature†¦Freedom. The Harlem Renaissance, a cultural movement that began in the 1920s and continued until the early 1930s, brought excitement and a new found freedom and voice to the African-Americans who had been silent and oppressed for far too long. â€Å"Centered on the Harlem district of New York City, the Harlem Renaissance was part of a nationwide urban revolution sparked by World War I. The cultural outburst, which followed the dramatic influx of Southern blacks into NorthernRead MoreAfrican Americans Influence On Music1229 Words   |  5 Pagesday and age, it’s easy to hear black culture represented in most hip-hop; that is the dominating music genre that expresses African American views. It’s not so easy to remember where African Americans influence on music al began. Black influence on music today is really unrecognized but it’s important to bring to light just how much African Americans really have contributed to the sound, style, and feel of today’s music. No t just hip-hop or rap, but all kinds of music. There was one particular soundRead MoreThe Harlem Renaissance : A Period Of Ethnic Rebirth1664 Words   |  7 Pagesviewed black culture and their art. During the Great Migration, hundreds of African Americans packed their bags and moved north in search of a better life. There, they were given the chance to express themselves through their music and literature. New artists, musicians, and writers emerged from the city. Musicians like Duke Ellington and Billie Holiday performed in clubs, showcasing their talent to white audiences. Artists and photographers like James VanDerZee captured the real lives of black peopleRead MoreMusic And Its Influence On Music1590 Words   |  7 PagesIntroduction: Music is a very telling form of expression. Whether it is the lyrics themselves, the tone in which they’re said or the rhythm of the music, there are many methods in which music expresses the artist’s opinion to his audience. The introduction of new methods of expression in music by tinkering with old methods are how new musical ideas are discovered. In the past, Miles Davis’ explorations into jazz fusion and modal jazz music pushed the envelope. Now, Kanye West’s explorationsRead MoreThe American Dream727 Words   |  3 Pagesdream a reality. The Jazz age and the music introduced to the world, the march on Washington where Martin Luther King gave his â€Å"I have a dream speech† and the fair housing act that was introduced in 1968 are only but a few, but critical examples among a number of doctrines and events that paved the way for these dreamers. There are many art forms that exist in the world but none that has left a lasting impact on the world like Jazz. Originating in the south, Jazz music was an art form that truly unitedRead MoreJazz Music Of The Time1559 Words   |  7 PagesMusic such as jazz was commonly used mediums where African American musicians sought fame and fortune. Many influential artists took to the stage in clubs such as the Cotton club. Notorious gangster Owney Madden took over as the owner, where he used the club’s popularity as a platform to sell his alcohol in the face of prohibition. It came to be known as a hub for alcohol, drugs, marijuana, and interracial sex. Despite being a white-only establishment, this Harlem nightclub lent itself to some ofRead MoreLouis Armstrong And Jazz : Comparison1270 Words   |  6 PagesArmstrong and Jazz Between the years 1910 and 1920 the first great migration of African Americans from the Jim Crow South to the more urban and modernized sent shockwaves throughout African American community and culture. Isabel Wilkerson states in her book the warmth of other suns â€Å"Six million black Southerners moving out of the terror of Jim Crow to an uncertain existence in the North and Midwest. (Wilkerson 56). After the Emancipation Proclamation and the abolishment of slavery, black Americans wereRead MoreJazz Influence On Jazz1469 Words   |  6 PagesThe Influence of Jazz in Toni Morrison’s Novel Jazz â€Å"It is only in his music [ ... ] that the Negro in America has been able to tell his story.† James Baldwin. â€Å"Jazz has been a part of a proud African American tradition for over 100 years. A robust, rhythmic under-structure, blue notes, solos, â€Å"call-and response† patterns, and improvisation of melody all characterize jazz music.† In Jà ¼rgen Grandt’s analysis, he states that in order to use jazz to look at African American literature, the critical

The Social Construction Of Experience - 1437 Words

In particular, qualitative researchers tend to focus more on the social-constructed reality and the contextual influence, interaction and constraints between the researcher(s) and the participants. They are interested in finding answers to questions that focus on the â€Å"social construction of experience and how meaning is created† (Cooper White, 2012, p. 15). However, quantitative researchers â€Å"emphasize measurement and analysis, and focus on product rather than process† (Cooper White, 2012, p. 15). Quantitative researchers perceive reality as observable and external so that they are interested in conducting research which is based on measurement or calculation. Therefore, it is the ontological and epistemological beliefs that usually drive the methodological preferences, but what helps the researchers make their final decisions about research methods is the guiding research question(s). Sechrest and Sidani (1995) point out the commonality that both methodologi es â€Å"describe their data, construct explanatory arguments form their data, and speculate about why the outcomes they observed happened as they did (p. 78)†. Both research methodologies need to address issues of either validity or credibility, make the data unbiased and the research design as rigorous as possible. Even though the paradigm war in history has isolated quantitative and qualitative methodology for several decades, the approaches of quantitative and qualitative methodologies in education are not exclusiveShow MoreRelatedSociological Imagination, Social Construction Of Reality And Socialization902 Words   |  4 Pagessociological imagination, social construction of reality and socialization help us learn more about ourselves and the world. Sociological imagination is the way in which individuals realize the connection between their own experience of reality and the experiences of society as a whole. This realization allows people to make sense of the world around them. When one applies sociological imagination, they are stripping their own personal experiences from their thoughts to analyze the social world around themRead MoreSocial Construction of Race1418 Words   |  6 PagesThe Use of Humor to Poke Fun at the Social Construction of Class: Illustrated in the Film The Jerk through Navin Johnson Money does not last forever. All the money in the world can become the reason why people change their personality and behavior. In the film The Jerk by Carl Reiner, a complete moron struggles to make it through life on his own, until a bizarre invention makes him unbelievably a wealthy man. Navin grew up in Mississippi as an adopted son of a black family, but on his birthdayRead MoreMy Photographic Methodology And Research Practice On The Gulf Region1598 Words   |  7 Pages In urban studies there is growing acknowledgement that ‘experience’ is configured and shaped by ‘temporality.’ My photographic methodology and research practice in the Gulf region has focused on how informal territorial appropriation allows individuals to claim a space as their own. As a result ‘temporality’ becomes an important structural component in forming and exploring ocular identity in Gulf cities. Amidst radical interventions at the macro-level new urban landscapes create views of the cityRead MoreImproving Higher Education For Construction Management1128 Words   |  5 PagesPurpose Being brought up in a family having a history of construction; it was manifested for me to be drawn towards the field of civil engineering that possesses an enormous growth potential. As a toddler I often accompanied my father on his visits to construction sites. Eventually, as I grew up I would stand for hours admiring the intricacies of the building design. In due course of time, this led me to a path focused at making a career in construction. With a bachelor’s degree in civil engineering, IRead MoreIn â€Å"Two Boys Kissing, † David Levithan Shares The Stories1228 Words   |  5 Pages In â€Å"Two Boys Kissing, † David Levithan shares the stories of seven teenagers who are all gay, and the experiences they have while coming to terms with it. Even though three of the main characters have different stories and are at different stages their everyday experiences are influenced by gender as a process, the social construction of gender, and oppression. These thre e concepts shape and influence the stories shared in this book, but the main theme stands true and that is to be proud of whoRead MoreThe Social Construction Of Leisure1399 Words   |  6 PagesSocial construction of leisure is a very important concept to understand before you can understand how life goes on. Leisure can be defined as, the experience of living a moment of positive self-expression (Pavelka, 2000). In order to be in full leisure mode, individuals have to be able to be in the moment with the task that they accomplish, as well as experience something positive for that task. Lastly, the individuals should always touch upon their self-image and how they are able to accomplishRead MoreSocial Construction Of Childhood Essay770 Words   |  4 Pagesthis lesson, I would like to know the meaning of social construction of childhood. I am very familiar with the history of psychology and children’s literature. My grandmother used to live with us when I was a young, and s he told me many stories of the past. For this reason, I am able to link the materials I study to the real world. The social construction of childhood is somehow new to me. Especially the way Postman (1999) expresses social construction of childhood. For example, he stated, â€Å"In the twentiethRead MoreImpact of Party Drugs on the Youth Culture Essay1507 Words   |  7 Pagesthe perception of policy makers will influence the community’s response to the problem. The exploration of identity involves having a range of experiences that provides the adolescent with the means to assess the possibilities for the purpose of formulating a distinctive self-image. To do this requires that the teenager have a range of experiences that seem distinct from those experienced through their parents. This journey of exploration results in an introverted focus on self and a sense ofRead MoreSocial Construction Theory : The Product Of Society And History851 Words   |  4 PagesFall Term Essay 1 Social construction theory explains human behaviour and identities as the product of society and history (Vance 29). This theory is the opposite of biological determinism and essentialism which suggest that genetic, physiological, and biological traits determine human behaviour (Vance 29). As mentioned in lecture (Klement), identities are unique to every person; they are the values, norms, values, and images in society that are combined, constructed, or created. Societal pressuresRead MoreA Qualitative Case Study : An Interpretive Research Paradigm1583 Words   |  7 Pagesthe process of human and social interaction (Mackenzie Knipe, 2006). In my case, participants’ subjectivities are an inevitable part of my endeavour to understand the issues of the construction of teachers’ professional identity, which my research focuses on. With regard to the aims of this study, as mentioned earlier, I believe that understanding can be drawn from a deep and careful analysis of participants’ biographies, their schooling and teacher training experiences, and their everyday teaching

Teachers Perception Of Gender Bias In The Classroom Education Essay Free Essays

One of the first things that we do when a kid is born is to happen out its sexual class. This announcement at birth, male child or miss, is the most important statement that governs one ‘s development as a individual throughout one ‘s life. Harmonizing to Weiss ( 2001 ) , a individual ‘s gender marks his/her full life from within and without. We will write a custom essay sample on Teachers Perception Of Gender Bias In The Classroom Education Essay or any similar topic only for you Order Now How our gender structures the manner we learn has been studied extensively by societal scientists, psychologists, educationalists, and women’s rightists. They all agree that non merely 1 ‘s ain sense of gender individuality affects the acquisition procedure really significantly, but others besides play a definite portion in this position. Teachers play a cardinal function in act uponing larning patterned advance from when the kids begin school. Harmonizing to David and Myra Sadker â€Å" sitting in the same schoolroom, reading the same text edition, and listening to the same instructor, male childs and misss receive really different instructions † ( Weiss, 2001, p. 44 ) . Their research illustrates that male pupils non merely have more of the instructors ‘ attending in mention with the figure ( and quality ) of the inquiries asked in the schoolrooms, but the same is besides true in instance of the follow-up inquiries. Harmonizing to them, male pupils besides receive more precise and helpful feedback ; while female pupils bear the consequence of their instructors ‘ asymmetrical distribution of energy, endowment, and attending ( Weiss, 2001 ) . Frequently, elusive gender prejudice is at that place in the schoolrooms but is barely noticed by the instructors. It remains elusive and is difficult to trap down. Teachers, being wedged between several determinations every twenty-four hours refering the course of study and schoolroom direction, happen small room to contemplate and analyze their interactions with male and female pupils in their schoolrooms. While a the survey done by Marshall A ; Reinhartz ( 1997 ) showed that the instructors ‘ communicating with their pupils has a cardinal influence on the current and prospective accomplishment and achievement of both male and female pupils, another survey by Crawford and Macleod ( 1990 ) ( as cited in Lundeburg, 1997 ) , discovered that colored schoolroom interaction leads to decrease assurance in their rational abilities by female pupils. A big figure of surveies exhibit that instructor behaviours institute the foremost contributing factor for a higher grade of student-par ticipation in the schoolroom by male pupils than the female pupils. ( Kosmerl, 2000 ) . Male pupils are likely to acquire a greater portion of instructors ‘ attending and have more specific feedback. However, female pupils are less likely to have congratulations or redress for the rational content of their replies than male pupils ; conversely, the female pupils are more likely to have an acknowledgement response from their instructors ( Sadker and Sadker, 1994 ) . It is non common to happen instructors waiting for more than 5 seconds for a response from their pupils ; it is even more uncommon to see instructors naming on non-volunteering pupils to arouse their responses. Teachers ‘ behaviours such as these tend to breed schoolroom unfairnesss by promoting aggressive male pupils ( Lundeburg, 1997 ) . Another survey by Sadker and Sadker ( 1986 ) ( as cited in McGee Bailey, 1996 ) provides grounds that instructors ‘ discriminatory behaviors in the schoolroom are non chronic but modifiable. However, instructors are mostly non witting of their ain unjust behaviors in the schoolrooms, and are frequently found to be gender-blind, unless their attending is drawn to the affair. This can hold many detrimental effects, because it is about impossible to work out a job that is difficult to acknowledge in the first case. Nonetheless, preparation in gender equity is barely of all time an ingredient of instructor instruction ( Lundeberg, 1997 ) , particularly so in Pakistan. STATEMENT OF THE PROBLEM While a important sum of research exists in context of pupils ‘ perceptual experiences of gender prejudice in the schoolroom, there is small research on manus sing instructors ‘ perceptual experiences of the same capable affair. This survey is intended to concentrate on the modern-day perceptual experiences of instructors sing gender prejudice. Since pupils continue to have different instructions, it is of import to place how instructors may continue to detect, respond, lessening, and avoid gender prejudice. PUROSE OF STUDY The intent of this survey is to exemplify the perceptual experiences of instructors on the topic of gender prejudice as measured by a questionnaire. The aims of the survey are: I ) To measure instructors ‘ perceptual experiences about gender prejudice. two ) To measure instructors ‘ educational preparation sing gender prejudice. three ) To measure instructors ‘ experiences with gender prejudice. Research HPYOTHESES Hypothesis I: Even if instructors do non province that they have been involved in gender prejudice in their ain schoolrooms, they will describe they have witnessed or heard of gender prejudice issues in their schools and/or others. Hypothesis II: Teachers will describe they wish that they had received some or more educational preparation sing gender prejudice. Hypothesis Three: Teachers will describe they have received small or no educational preparation sing gender prejudice. adapted from ; Teachers ‘ perceptual experiences of gender prejudice in schoolroom, Katherine M. Kosmerl, Research Paper, The Graduate School, University of Wisconsin-Stout, May, 2000. hypertext transfer protocol: //www.uwstout.edu/static/lib/thesis/2003/2003kosmerlk.pdf REFRENCES Kosmerl, K. M. ( 2000 ) . Teachers ‘ perceptual experiences of gender prejudice in schoolroom, Research Paper, The Graduate School, University of Wisconsin-Stout, May, 2000. hypertext transfer protocol: //www.uwstout.edu/static/lib/thesis/2003/2003kosmerlk.pdf Lundeberg, M. ( January-February, 1997 ) . You Guys Are Overreacting: Teaching Prospective Teachers About Subtle Gender Bias, Journal of Teacher Education, 48 ( 1 ) , 55-61. Marshall, C. , Reinhartz, J. ( July/August, 1997 ) . Gender Issues in the Classroom. hypertext transfer protocol: //www.jstor.org/pss/30185879 McGee Bailey, S. ( May, 1996 ) . Shortchanging Girls and Boys. Educational Leadership, 53 ( 8 ) , 75-79. Cited in: Teachers ‘ perceptual experiences of gender prejudice in schoolroom, Katherine M. Kosmerl, Research Paper, The Graduate School, University of Wisconsin-Stout, May, 2000. hypertext transfer protocol: //www.uwstout.edu/static/lib/thesis/2003/2003kosmerlk.pdf Sadker, D. , Sadker, M. ( 1994 ) . Failing at Fairness: How Our Schools Cheat Girls. New York: Simon A ; Schuester. Weiss, R. ( 2001 ) . Gender-Biased Learning. Training A ; Development, 55 ( 1 ) , 42-48. Cited in: Teachers ‘ perceptual experiences of gender prejudice in schoolroom, Katherine M. Kosmerl, Research Paper, The Graduate School, University of Wisconsin-Stout, May, 2000. hypertext transfer protocol: //www.uwstout.edu/static/lib/thesis/2003/2003kosmerlk.pdf How to cite Teachers Perception Of Gender Bias In The Classroom Education Essay, Essay examples

Behavior of Internal Stakeholders in Project †MyAssignmenthelp.com

Question: Discuss about the Behavior of Internal Stakeholders in Project. Answer: Introduction The study of business ethics ensures the policies and practices related to the potentially controversial issues. The purpose of considering the ethics is to guide the business for gaining public acceptance by avoiding the issues like fiduciary responsibilities, corporate social responsibilities, discrimination, bribery, insider trading, and corporate governance. In other words, the ethical consideration plays role in ensuring the required trust between consumers and various other forms of market participants with business. The concept of ethics raised during the second half of 20th century with companies becoming more aware of a rising customer based society. It generally goes well beyond being just a code of right and wrong, and attempts to reconcile the legal responsibilities of the business organization versus holding an advantageous position in competitive market. Weiss (2014) in his book identified several cases of ethical issues faced by the present international business organ ization and concluded the raise of ethical issues in 21st century. The report focuses on the ethical issue faced by the German automotive company Volkswagen in 2015. Volkswagen has again made the headlines for recalling nearly 500,000 diesel cars from United States in 2015. It is due to the companys inappropriate ethical consideration in corporate decision-making. This corporate scandal of Volkswagen is a multiple level ethical violations and can be viewed from different angles. The relation of the case can be drawn to the environmental disaster, international business ethics, unfair business practices, as well as illegal corporate activity. This is shocking news reported against the once admired German automaker for corporate misbehavior. The company not only disregarded the federal limits of emission control, but also decided to hide them. Every single diesel car sent to the United States was fitted with software to falsify the pollution level during the test but disabled them while they were actually on the road. The report is comprised three parts. The first part of the report provides an in-depth description of the case under study to form a clear idea about the ethical issue conducted by the company. A thorough case study has been conducted that identifies various stakeholders involved in the case. The second part of the report then thoroughly analyses the case using relevant academic reading. Detailed analysis of the ethical issues present in the case is done. It addresses the questions regarding the involvement of the stakeholders related to the issue. Further study reveals the impact of the case on multiple dimensions. The nature of the ethical issue in this case is also identified in this section. The final part of the report offers the readers with some recommendations based on the analysis made in the previous section. This part offer the learning outcome of the case analysed and recommends the necessary steps that could have been taken by the organization to avoid the situation. Case Description The vehicles equipped with diesel engines are known to be better beneficial over the gasoline vehicles regarding durability, cost efficiency, and fuel efficiency. However, these vehicles require some extra effort to follow the guideline and standards set by the Environmental protection Agency in order to gain control over harmful and mortal effects of nitrogen oxide. This made it harder for the automotive companies to meet the emission standard while keeping the fuel efficiency intact. While everyone struggling with keeping the fuel efficiency high in their diesel cars, Volkswagen introduced their new line of diesel cars with low emission and high fuel efficiency. It was a great deal of success for the company that earned them a huge amount of profit selling their diesel cars in the US market as well as around the globe. However, the problem arouse when a non-profit group named as the International Council on Clean Transportation proposed for a on-road emission test for all the cars in the States on 2013. Their proposal was purely based on the health concern of the public. This was the first time when something like this was conducted and this test was different from the ones in the laboratory. The California Air Resource Board called for an investigation on the Volkswagen diesel models on road in the year 2014 and the responsibility was give to the West Virginia University (Gates et al. 2017). The result of the test exposed the VW diesel cars for an emission level that is 40 times higher than the US regulation standards (Mansouri 2016). Further research explains that the company had a software fitted in their diesel vehicles to control the emission in the laboratory test and produce fake result. Whereas as the safety automatically disabled itself during on road drive. The EPA announced that the devi ce fitted in the VW cars could sense the testing scenarios by monitoring several factors like engine operation, speed, air pressure and even the position of the steering wheel. The primary report identified the involvement of nine of the Volkswagen manager in the emission scandal who have been suspended. The chairman of the VW stated in his clarification note that it happened due to the unethical mindset of he suspended group which led to this undesired incident. Result of the further research on October 2015 and the statement from the CEO reported the involvement of a small group of engineers in embedding the device in the car of which the CEO was left uninformed (Goodman 2017). The external investigator of the issue presented a confession statement of fifty staffs mostly in Wolfsburg regarding their awareness of the emission scandal activities. Later report expressed that a number of engineers and technicians were aware of the emission rigging activities in the factory and they actively informed the supervisors. However, the supervisors deliberately ignored the alert. The deeper study on the case identified an individual with the ability to code the defea t device program. However, it required more than just an individual to actualize the thought of cheating the emission. The final report caused the suspension of nine managers from supervisory board, quality control and assurance, engine designers, plant managers, managers of sub companies and plant manager (Boston, Sloat and Varnholt 2017). Reasons for Rigging Emission Test The ongoing research of the Volkswagen emission scandal case identified several reasons forced the employees to consider this unethical conduct. Firstly, the chairman of Volkswagen Mr. Hans-Dieter Potsch revealed the first rig diesel emission was conducted on 2005 by some engineers at the time of imposition of toughest emission standards to automobile industry (Geuss 2017). The imposition forced them to consider the decision due to the short time and insufficient budget allocated for the task. However, they did manage to find a solution to this the issues, yet they deliberately preferred to continue rigging than implementing the method (Boston, Sloat and Varnholt 2017). The second significant reason that encouraged this unethical conduct is the unique corporate culture present in the company. The culture of obligation led to the creation of an atmosphere of a critically centralized structure. This pressurized the employees to deliver the demands and expectations of the company even if they had to break the ethical rules. The process of achievement no longer mattered as the result was of prime interest (Goodman 2017). The emission scandal of Volkswagen had several consequences that can be summed-up into three major fields that are political, economic and socio-environmental consequences. Political Consequences The department of US Justice, the EPA and the Federal Trade Commission imposed various criminal charges on Volkswagen automobile. The company was accused of cheating with on the emission test and was ordered to recall every single effected model in the United States in 2015. The EPA revised the emission test procedure and included on road emission test in the guideline. Furthermore, the investigation was extended to the other brands as well. The repercussion of this fell on to the other countries as well and they initiated similar test on the Volkswagen diesel models and came up with similar results to the one of United States (Jung and Park 2017). Economical Consequence Charles Breyer, the district court judge of United States approved a final $14.7 billion settlement on October 2016. A buyback program will follow this from the company offering the customers a total of $10 billion. The budget for each car was set from $12500 to $44000 depending on the model for the owners who bought their car before September 2015. The customers will only get the amount if they sell their cars to the company. The lessees on the other hand will receive a cash value in-between $2600 to $4900. The company is bound to pay the cash to the customers as a consideration of their criminal offence (Atiyeh 2017). Socio-environmental Consequences A multiple level of social and environmental consequence occurred due to the violation of the ethical norms. The use of this hazardous pollutant diesel engine caused a significant environmental degradation over the past few years. Moreover, the health damages caused due to this could cost more than $100 million according to the report presented by Selin (2017). Wolfsburg on the other hand faced immediate consequence with an economic fallout including a temporary hiring cessation and decreased corporate tax revenue (Eddy 2017). Critical analysis of the sustainability issues There are various opinions and statements being given by different authors in relation to the ethical issues being faced by the contemporary business organizations. However, majority of the opinions are being given by them are contradictory to one another. The following sections will discuss about the various articles being stated by the authors regarding the ethical issues being faced by the business organizations. In this case, the opinions being given by the authors will be critically analyzed with the ethical issues being faced by Volkswagen in the recent years. According to DesJardins and McCall (2014), ethical issues in the business organizations are of various types involving different stakeholders. According to them, indulging in the unethical issues by the contemporary business organizations has mostly the negative implications on the entire stakeholders of the organizations. They have also stated that for various business organizations, indulging in unethical activities may have short term gain but it will obviously have negative impact on the business in the long term. In the case of the Volkswagen also, installation of the cheating software in their cars to market in the United States provided them undue advantages over their competitors. This is due to the fact that, with the help of the cheating software, the existing diesel vehicles of Volkswagen got passed through the stringent emission regulations in the United States. The profit margin also roused to the large extent for them. However, with the leakage of the information, the s hare of Volkswagen got crashed in the global stock market along with loss in the organizational goodwill and reputation among the customers (Krall and Peng 2015). However some other author has stated the implications of the ethical issue for the business organizations from the point of view of the organizational stakeholders. According to the statement given by Weiss (2014), all the stakeholders will be adversely affected from the indulgence in unethical activities. Thus, according to him, it is important for the business organizations to determine the welfare of all the associated stakeholders before indulging in any unethical or unfair business activities. Moreover, stakeholders of the organizations refers to both internal and external stakeholders of the organizations and thus, it is being recommended by the author that indulgence in the unethical business activities will have negative impact for the whole organization. By comparing this opinion with that of the case of Volkswagen, it can be concluded that, in indulging in the unethical activities by them, the upper level management also do not considered the interest of their stakeholders such as customers, employees and the shareholders (Kong 2016). Sustainable development According to Crane and Matten (2016), in the age of globalization, it is important for the business organizations to initiate sustainable development for their positive future. This is due to the fact that, according to the authors, initiation of sustainable development will help the organizations to have steady growth for the future rather than looking for short term growth. In addition, the authors also stated that, effective determination of the stakeholders of the organization will help the organization in having sustainable growth. However, on the other hand, in the above discussed case, Volkswagen had not effectively determined the interest of all their stakeholders prior to the initiation of their unethical policies (Verbeke and Tung 2013). This resulted to the loss in the valuation of the shareholders along with the loss in the organizational reputation and goodwill. In addition, involvement of the unethical activities also attracted lawsuits from various regulatory bodies. There are several other authors who have given more concentration on the effective management of the stakeholders rather on the following of the ethical principles of the business. According to these authors, effective management of shareholders is also one of the key elements of ethical business practices. As told by Beringer, Jonas and Kock (2013), effective management of the internal stakeholders helps the business organizations in effectively determining the requirement of the internal stakeholders, which eventually helps in the enhancement of the productivity of the organizations. This is due to the fact, if the senior management of the organization indulges in the unethical and unfair business activities, then it will also have negative impact on the performance of the employees. This is due to the reason that, employees will feel de-motivated in having to follow the unethical business principles. Thus, according to the authors, organizations in order to enhance their ethical p rinciples in their operational activities have to first effective management their internal employees, to refrain them from indulging in any type of unethical business activities. In the case of Volkswagen, the sudden decision being taken by the senior management in marketing their diesel cars in the market of United States created a lot of pressure on the engineers of Volkswagen. This is due to the reason that, the engineers have been given a much lesser time to develop an engine, which will adhere with the stringent regulations of the United States. Thus, this is one of the key examples of ineffective management of internal stakeholders (Eskerod and Huemann 2013). Due to this reason, the engineers in Volkswagen were being forced to opt for some unethical business activities in order to bypass the pressure. This made them installing the cheating software in their cars. Thus, the opinion being given by Beringer, Jonas and Kock (2013) are adhering with the situation be4ing faced by Volkswagen. Thus, it is important for the business organizations to effectively manage their employees in order to create an effective working environment along with motivating them in following the ethical principles. Impact on the stakeholders In the case of Volkswagens ethical scandal, it can be said that majority of their stakeholders are being adversely affected due to the occurrence of the unethical activities. Moreover, the scandal being involved with Volkswagen is having far reached than compared to the other contemporary business scandals. This is due to the reason that, the ethical issue with Volkswagen had been covered various stakeholders such as customers, employees, senior management and extended population in United States. Due to the initiation of the ethical business practice by them, various members from the senior management are being sacked due to being associated with the scandal. Moreover, employees attrition rate is being increased along with loss in the investment of the shareholders. On the other hand, the population of United States has also suffered from the scandal due to the reason that they have to inhale the polluted air, which caused due to the higher rate of emission from the diesel vehicles of Volkswagen. Recommendations Thus from the above discussion, it can be said that there are various areas of improvement are being identified for Volkswagen as well as for other business organizations to prevent them from indulging in unethical activities in future. The followings sections will discuss about the various recommended steps to be taken by the business organizations in order to prevent these issues. Stakeholder management should be effectively initiated by the business organizations to prevent the further emergence of these issues. This is due to the reason that, in the case of Volkswagen it is been seen that, ineffective management of the employees by the senior management along with pressurizing them is one of the key reasons to motivate them in indulging them in unethical activities. Thus, to refrain the employees from being involved in any unethical activities, it is required for the business organizations to initiate an effective stakeholder management. It will help the organizations in effectively managing the employees along with determining their requirement to initiate an effective working environment. Leadership and senior management have also a key role to be played to prevent the emergence of unethical business principles in the organization. As it is been seen in the case of Volkswagen, the ineffective styles of leadership of the senior management along with the autocratic leadership style of then CEO of Volkswagen caused the engineers to involve in unethical business practices. Thus, to prevent the repetition of these issues in future for other business organizations, it is required that leadership roles should be played effectively in order to motivate the employees and enhancing their level of satisfaction in the workplace. The unethical activities being involved by Volkswagen will not be the last instances of corporate scandal rather; these types of incidents will get emerged in the future also. This is due to the reason that, in the current business scenario, the competition among the business organizations in every sector is much intense and thus, the organizations are being forced to get indulged in some sort of unethical business practices to gain the competitive advantages in the market. However, visionary power or skill of the senior management will be important in determining the implications of the involvement of the unethical behavior. This is due to the fact that, the above discussion of the various literatures stated that majority of the stakeholders associated with the organizations will have negative impact due to the involvement of unethical activities. Thus, it is important for the senior management to have the visionary power in order to determine the future impact of the activities. Conclusion Thus, from the above discussion of the ethical issues being faced by Volkswagen, it can be concluded that, due to the involvement of unethical issues by them, all the associated stakeholders had been adversely affected. In addition, the expertise, goodwill and brand value that are being garnered by Volkswagen in all these years are being diluted in one go. The report discussed about the ethical issues that are being faced by Volkswagen in the recent years regarding the rate of emission from their diesel vehicles. In addition, literature review is being done with gathering information from various literatures. Review of the literatures helped to conclude that, effective management of stakeholders is one of the key areas that are being skipped by the senior management in Volkswagen. It is been discussed in this report that, effective management of the stakeholders will help the organizations in effectively determining the requirement of the employees along with closely monitoring the a ctivities of them. This will in turn help the organizations in identifying the potential threats of involving in the unethical business activities and preventing it in the primary stage. It is also been discussed in this report that, there is a huge role of leadership in regulating and controlling the emergence of unethical activities in the organization. This is due to the reason that, it is the responsibility of the senior level management to motivate the employees in their workplace along with enhancing their job satisfaction level. This will in turn help the organizations in preventing the employees in initiating any unethical business activities in order to bypass the pressure in the organization. The above discussed review of the literatures also concluded that for the contemporary business scenario, it is important for them to have sustainable development rather than going for short term profitability. It is being discussed in this report that, preventing of unethical behavior of the stakeholders is the key element to initiate sustainable development. Through the initiation of the sustainable development, business organizations can grow and survive in the current competitive business scenario. Moreover, this report also concludes that, the incident with the Volkswagen will not be last incident in the corporate sector, rather than it may arise in future also due to the fact that, business organizations will take the help of unethical business practices to gain competitive advantages in the market. Therefore, it can be concluded that, there are various potential areas that can contribute in generation of unethical business activities for the organization. Hence, it is required for the business organizations to effectively determine these areas in order to prevent the further emergence of these issues in future. Moreover, it can also be said that the recommended steps being discussed in this report will help Volkswagen as well as other business organizations in preventing the origination of unethical business practices. Thus, the more effective will be the implementation process of the recommended steps, the more will be the effectiveness of the upper level management in preventing these issues. Reference Atiyeh, C. 2017.Everything You Need to Know about the VW Diesel-Emissions Scandal. [online] Blog.caranddriver.com. Available at: https://blog.caranddriver.com/everything-you-need-to-know-about-the-vw-diesel-emissions-scandal/ [Accessed 15 Oct. 2017]. Beringer, C., Jonas, D., Kock, A. (2013). Behavior of internal stakeholders in project portfolio management and its impact on success.International Journal of Project Management,31(6), 830-846. Boston, W., Sloat, S. and Varnholt, H. 2017.Volkswagen Blames Chain of Mistakes for Emissions Scandal. [online] WSJ. Available at: https://www.wsj.com/articles/vw-shares-up-ahead-of-emissions-findings-1449740759 [Accessed 15 Oct. 2017]. Crane, A. and Matten, D., 2016.Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press. DesJardins, J.R. and McCall, J.J., 2014.Contemporary issues in business ethics. Cengage Learning. Eddy, M. 2017.Volkswagen to Recall 8.5 Million Vehicles in Europe. [online] Nytimes.com. Available at: https://www.nytimes.com/2015/10/16/business/international/volkswagen-germany-recall.html [Accessed 15 Oct. 2017]. Eskerod, P. and Huemann, M., 2013. Sustainable development and project stakeholder management: what standards say.International Journal of Managing Projects in Business,6(1), pp.36-50. Gates, G., Ewing, J., Russell, K. and Watkins, D. (2017).How Volkswagens Defeat Devices Worked. [online] Nytimes.com. Available at: https://www.nytimes.com/interactive/2015/business/international/vw-diesel-emissions-scandal-explained.html [Accessed 15 Oct. 2017]. Geuss, M. 2017.Volkswagens emissions cheating scandal had a long, complicated history. [online] Ars Technica. Available at: https://arstechnica.com/cars/2017/09/volkswagens-emissions-cheating-scandal-has-a-long-complicated-history/ [Accessed 15 Oct. 2017]. Goodman, L. 2017.Why Volkswagen Cheated. [online] Newsweek. Available at: https://www.newsweek.com/2015/12/25/why-volkswagen-cheated-404891.html [Accessed 15 Oct. 2017]. Jung, J.C. and Park, S.B., 2017. Volkswagens diesel emissions scandal.Thunderbird International Business Review,59(1). Kong, D.T., 2016. The pathway to unethical pro-organizational behavior: Organizational identification as a joint function of work passion and trait mindfulness.Personality and Individual Differences,93, pp.86-91. Krall, J.R. and Peng, R.D., 2015. The Volkswagen scandal: Deception, driving and deaths.Significance,12(6), pp.12-15. Mansouri, N., 2016. A Case Study of Volkswagen Unethical Practice in Diesel Emission Test.International Journal of Science and Engineering Applications,5(4), pp.211-216. Selin, N. 2017.One of the biggest consequences of the Volkswagen diesel scandal. [online] Fortune. Available at: https://fortune.com/2015/09/30/volkswagen-diesel-scandal-consequences/ [Accessed 15 Oct. 2017]. Verbeke, A. and Tung, V., 2013. The future of stakeholder management theory: A temporal perspective.Journal of Business Ethics,112(3), pp.529-543. Weiss, J.W., 2014.Business ethics: A stakeholder and issues management approach. Berrett-Koehler Publishers.

Brief Candle by One-Eyed Doll free essay sample

One-Eyed Doll is a band from Austin, Texas.They can only be described as ‘one of a kind’.First off, they have their own style.Most people try to categorize them into rock, metal, punk, goth etc.But they are none of these.They took all of these styles, put them in a blender, added some sparkles, blended it up, and made their style.The amazing part is that it’s only two people.Kimberly Freeman, the lead guitarist and singer, and Junior, the drummer and producer.Kimberly just wants to sing songs that have meanings in them. Their song â€Å"Brief Candle† is great.It talks about how nothing lasts forever.The first part of the chorus.They song starts with angelic choir vocals by Kimberly, then turns into fast-paced synthesizer that would remind any parent of the 80s.The synthesizer fades as the rock takes over.The chorus is what really speaks to me. We will write a custom essay sample on Brief Candle by One-Eyed Doll or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page It goes â€Å"Brief candle, fade away.I will die another day.Goblins in my passageway, cannot keep this life at bay.†To me, this speaks up to live your life, while the other lyrics are about how nothing lasts forever.A truly great song.

The Tudors - The Tudor Dynasty of England

The Tudors - The Tudor Dynasty of England The Tudors are the most famous English royal dynasty, their name remaining at the forefront of European history thanks to films and television. Of course, the Tudors wouldn’t feature in the media without something to grab people’s attention, and the Tudors - Henry VII, his son Henry VIII and his three children Edward VI, Mary, and Elizabeth, only broken by the nine-day rule of Lady Jane Grey - comprise two of England’s most famous monarchs, and three of the most highly regarded, each with plenty of fascinating, sometimes inscrutable, personality. The Tudors are also important for their actions as much as their reputations. They ruled England during the era when Western Europe moved from the medieval to the early modern, and they instituted changes in government administration, the relationship between crown and people, the image of the monarchy and the way people worshiped. They also oversaw a golden age of English writing and exploration. They represent both a golden age (a term still in use as a recent film about Elizabeth I showed) and an era of infamy, one of the most divisive families in Europe. Origins of the Tudors The history of the Tudors can be traced back to the thirteenth century, but their rise to prominence began in the fifteenth. Owen Tudor, a Welsh landowner, fought in the armies of King Henry V of England. When Henry died, Owen married the widow, Catherine of Valois, and then fought in the service of her son, Henry VI. At this time, England became divided by a struggle for the English throne between two dynasties, Lancastrian and York, called The Wars of the Roses. Owen was one of Henry VI’s Lancastrians; after the battle of Mortimer’s Cross, a Yorkist victory, Owen was executed. Taking the Throne Owen’s son, Edmund, was rewarded for his family’s service by being raised to the Earl of Richmond by Henry VI. Crucially for his later family, Edmund married Margaret Beaufort, great-granddaughter of John of Gaunt, son of King Edward III, a tenuous but vital claim to the throne. Edmund’s only child Henry Tudor  led a rebellion against King Richard III and defeated him at Bosworth Field, taking the throne himself as a descendant of Edward III. Henry, now Henry VII, married the heir to the House of York, effectively ending the Wars of the Roses. There would be other rebels, but Henry stayed secure. Henry VII Having defeated Richard III at the Battle of Bosworth Field, gained parliamentary approval and married a member of his rival family, Henry was crowned king. He took part in diplomatic negotiations to secure his position, making agreements at both home and abroad, before instituting a reform of government, increasing royal administrative control and improving the royal finances. On his death, he left a stable kingdom and a wealthy monarchy. He had fought hard politically to establish himself and his family against the doubters and bring England together behind him. He has to go down as a major success but one totally overshadowed by his son and grandchildren. Henry VIII The most famous English monarch of all, Henry VIII is best known for his six wives, the result of a desperate drive to produce healthy male heirs to carry the Tudor dynasty forward. Another consequence of this need was the English Reformation, as Henry split the English Church away from the Pope and Catholicism in order to divorce. Henry’s reign also saw the emergence of the Royal Navy as a powerful force, changes in government which bound the monarch tighter to parliament, and perhaps the apogee of personal rule in England. He was succeeded by his only surviving son, Edward VI. Its the wives that capture the headlines, particularly as two were executed and the religious developments divided England for centuries, leading to a question that just cannot be agreed upon: was Henry VIII a tyrant, a great leader, or somehow both? Edward VI The son which Henry VI much desired, Edward inherited the throne as a boy and died only six years later, his reign having been dominated by two ruling councilors, Edward Seymour, and then John Dudley. They carried on the Protestant Reformation, but Edward’s strong Protestant faith has led to speculation he’d have carried things further if he had lived. He is the great unknown in English history and could have changed the future of the nation in remarkable ways, such was the era. Lady Jane Grey Lady Jane Grey is the great tragic figure of the Tudor era. Thanks to the machinations of John Dudley, Edward VI was initially succeeded by Lady Jane Grey, fifteen-year-old great-granddaughter of Henry VII and devout Protestant. However, Mary, although Catholic, had far greater support, and Lady Jane’s supporters swiftly changed their allegiances. She was executed in 1554, having done little personally beyond being used by others as a figurehead. Mary I Mary was the first queen to rule England in her own right. A pawn of potential marriage alliances in her youth, although none came to fruition, she was also declared illegitimate when her father, Henry VIII, divorced her mother Catherine, and was only later brought back into the succession. On taking the throne, Mary took part in an unpopular marriage to Philip II of Spain and returned England to the Catholic faith. Her actions in bringing back the heresy laws and executing 300 Protestants earned her the nickname Bloody Mary. But Marys life isnt just a tale of religious killing. She was desperate for an heir, resulting in a false but very advanced pregnancy, and as a woman fighting to rule a nation, broke the barriers Elizabeth later walked through. Historians are now assessing Mary in a new light. Elizabeth I Henry VIII’s youngest daughter, Elizabeth survived the plotting which threatened Mary, and which, in turn, cast doubt on the young princess, to become Queen of England when she might have been executed. One of the nation’s most highly regarded monarchs, Elizabeth returned the country to the Protestant faith, fought wars against Spain and Spanish-backed forces to protect England and other Protestant nations, and cultivated a powerful image of herself as a virgin queen wedded to her nation. She remains masked to historians, her true feelings and thoughts hidden away. Her reputation as a great ruler is faulty, as she relied far more on dithering and her inbuilt difficulty in making decisions than canny judgment.​ End of the Tudor Dynasty None of Henry VIII’s children had any lasting offspring of their own, and when Elizabeth I died, she was the last of the Tudor monarchs; she was followed by James Stuart from Scotland, the first of the Stuart dynasty and a descendant of Henry VIII’s eldest sister, Margaret. The Tudors passed into history. And yet they have enjoyed a considerable afterlife, and remain among the most famous monarchs in the world.

How to Sell Bargains and Add Value Essay Example | Topics and Well Written Essays - 750 words

How to Sell Bargains and Add Value - Essay Example Understanding of the customer decision making is quite important in ensuring that businesses make value. If a business loses customers, its value deteriorates significantly because the business value is directly affected by the customer base (Nobel, 2014). The market research is quite imperative in ensuring that a business makes some value. Some of the ways in which understanding customer behavior influences the value of a business is as illustrated below.Customers relate the brands to the experience they get. For businesses that create greater customer experience are likely to make large sales per unit time compared to other businesses that do not create such experience to their customers. For instance, Apple gives priority to the customers, and they respond accordingly. It is very vital to know that one negative unresolved issue in a business environment can adversely affect the customer experience and can make a business to lose a customer forever. The business environment is very competitive nowadays, and the customers are less tolerant to awkward encounter than before. Thus, treating customers with a high degree of dignity is quite important in satisfying them and creating bigger value of the business.A bad customer experience is hard to be forgotten. A statistic did on Americans it was found that an average of nine individuals would talk about the good experience, and sixteen will mention the bad customers’ experience. The other worst thing is having an average experience on customers.

The high cost of a breast cancer drug Essay Example | Topics and Well Written Essays - 500 words

The high cost of a breast cancer drug - Essay Example (3). Evidence from studies show that the essential benefit derived from Tykerb is that it doubles the time required for the progression of the disease. What this means is that women pay a high price for delaying the progress of the disease by a few months, with no hope of a cure. (4). This high cost of drug therapy for women with breast cancer repeats itself as we examine another recent drug introduction for the treatment of breast cancer. The drug Avastin has been in use in the treatment of some other forms of cancer, and has recently received FDA approval for its use in the treatment of breast cancer. Through this approval it is estimated that its use would increase involving about 43,000 women found suitable for its use. These women are however going to pay a high cost for this treatment. The annual cost involved in the use of Avastin would be to the tune of $ 92,000. Women with an annual family income would have to pay $ 55,000 for the Avastin drug regimen for a year. The pharmaceutical company involved Genentech makes the oft repeated claim in support of high cost of drugs and that is the recovery of investment in research for the drug. If drug treatment of breast cancer is to be so expensive, then many women are going to be denied the benefits of drug development for the treatment of breast cancer. (5). The use of Avastin in the treatment of breast cancer virtually means an escalation in cost by as much as four times the other adjuvant drug treatments. This is an example of the enhanced costs of the newer drugs that are coming into the market for the treatment of breast cancer. Limited finances available for spending on the treatment of breast cancer in women, which means that with the high costs of drugs in the treatment of breast cancer many women are going to be denied the benefits of drug therapy in the treatment of cancer. Patients denied the treatment will simply have to be told they cannot be given the better drugs, useful in

Capturing the knowledge of individuals Assignment

Capturing the knowledge of individuals - Assignment Example This one challenge is the one that makes the modern expert systems to be unable to operate like humans do. Although these systems are not entirely perfect for delivering decisions like human beings, they do have a number of useful elements that make it worth investing in them. These knowledge systems can be used to help the organization on knowledge management. According to Malhotra (2000) one of the biggest advantages in the form of knowledge with these systems is that, unlike human experts, they don’t leave the firm and they don’t die. Knowledge and expertise held by these systems can stay in the organization forever as long as it is protected from physical damage. They therefore provide the firm with consistence knowledge over time and are able to make sure that this knowledge is always available. It is prudent for any firm to invest in this system because even if they cannot replace the experts completely, they are very useful in knowledge management. Expert systems are knowledge systems which helps the organization to not only store information but to also utilize it. They make it possible for the organization to store useful expert knowledge which can then be used by other experts and aids in decision making. The main importance of expert systems is that when correctly used, they gather the information from the experts of the organization and store this information in the form of knowledge. These systems don’t just gather information and data but rather.

The Role of Homais in Madame Bovary

The Role of Homais in Madame Bovary Elixir for Decayed Corruption In Madame Bovary, Flaubert expresses the complications that give rise as a result of the unsatisfactory life of a young woman belonging to the socio-economic class. He directly introduces criticism of societys antics through many different characters in the novel, each of which play a significant role in delivering his message. One such character is Homais, an apothecary in the town of Yonville. Although this character appears to at first be a simply an insignificant, nosy character, his corrupt and self-serving nature continues to be revealed through his interactions with the people he meets. The purpose of Homais character in the novel is very direct as he represents the hypocritical and cowardly nature of the masculine middle class. His character also enables the society to behave in a corrupt fashion, supporting Flauberts interpretation of civilization as equally corrupt. Flaubert establishes Homais character in the novel as a device in delivering his criticism and ridicule of th e bourgeoisie and society as a whole during this time period. Initially, Homais character appears to act solely as a vehicle for Flauberts criticisms of the new, progressive middle class as cowardly and self serving. A significant manifestation of the corrupt and cowardly nature of Homais appears during a critical error he made causing the amputation of Hippolytes leg. Homais pretends that he wants to take rash actions to cure Hippolytes club foot purely for the benefit of Hippolyte, claiming that, its not for me. Its for you purely out of goodwill (174). However it is revealed that Homais simply wanted to use Hippolytes injury as a stepping stone for his flourishing in the journalism activity. Homais deceitful and sly nature appears as he attempts to convince Hippolyte by providing false hope of being more cheerful and agile and even hints that women would be more pleased after the procedure (174). Homais is essentially the catalyst for the downfall of Hippolyte by using him for his own benefit and becoming taken over by greed. Flaubert critic izes the nature of the middle class to only take action when benefit comes for them. He expands on the loss of human goodwill and shows the decay and corruption that replaces compassion and benevolence. This incident regarding Hippolyte also depicts the cowardly nature of the middle class in the face of confrontation. After the rapid decline of Hippolytes health, a different doctor was summoned in an attempt to find a cure for Hippolyte. The doctor begins the criticize Charles actions stating that he was an idiot who reduced an unfortunate man to such a state (180). He continues on to derail Charles character exclaiming that they load you down with remedies without worrying about the consequences(180). In the midst of the doctors condemnation of Charles, Homais does not defend Charles even though he was the propeller of the action and essentially lays down his dignity for his greater interests. Homais does not take responsibility for his actions and instead simply observes others ta ke the burden of the blame. His cowardly act manifests Flauberts interpretation of the nature of the middle class. Flaubert denounces how the priorities of the socio-economic class appears to be based on materialistic ideals rather than core human values such as dignity, pride, and honesty. Another incident that displays the corrupt self-serving nature of the middle class depicts by Flaubert is Homais treatment towards the blind beggar. Homais considers himself a cultured, intelligent, important man when in reality he is ultimately at the same level of the peasants and lower class he looks down on. Homais proceeds to regard the beggar with contempt describing him as a scrofulous infection and poses as an intelligent man by giving the beggar advice for his blind condition (280). A notable moment that exhibits the cowardly nature of Homais is the action he takes in retaliation to the blind beggar exposing the harmful actions Homais inflicts upon others in an attempt to add to his own benefit. Homais takes advantage of his resources to launch a secret campaign against the beggar, and ultimately succeeds in jailing the beggar in an asylum. His actions shows his resort to oppression of another mans civil liberties in an attempt to protect his own reputation. Homais character acts as a representation of the corrupt and cowardly aspects of the bourgeoisie. However, a depiction of Flauberts criticisms of society as a whole can be assumed to be an addition to the purpose behind the creation of Homais character. Ironically, Homais character is arguably one of the most corrupt in the novel, yet he is the only one who achieves his goal of social mobility. In comparison to characters who appear morally good such as Charles and Berthe Bovary who end up with tragic endings, Homais is able to achieve most if not all of his ambitions and goals. An example ofÂÂ   Homais success is the fact presented that he had just received the Legion of Honor (322). Flaubert presents this fact in a blunt style as the last line of the novel leaving a foul taste in the readers mouths. Homais achievement is not shown to be a beautiful event but rather a small gain in comparison to the corrupt actions he had taken leading up to his success. As a result, Flaubert criticizes society in its capitulation towards societys accolade to the most unethical figures. He condemns the mechanics behind society and essentially exposes the moral decay that is hidden underneath the gilded surface. Through Homais triumph in acquiring the Legion of Honor, Flaubert reveals the twisted nature of the mechanics behind society. He shows the disappointing reality that those who act in sly and immoral ways often times receive more benefit than those who live an honest life. Homais character depicts the segment of society through Flauberts perspective which prevents his evaluation from being truly objective. Moreover, Flaubert attempts to depict the raw corrupt nature of Homais character through a satirical argument between Homais and the priest: Yet, said Homais, it cant be both ways. Either she died in a state of grace (as the Church puts it), in which case she doesnt need prayers; or she died unrepentant (I believe thats the ecclesiastical term), and in that case- Bournisien interrupted, replying in an irritable tone that one needed to pray, no matter what. But, the pharmacist objected, since God knows all our needs, whats the use of prayer? What do you mean? asked the priest. Prayer! Arent you a Christian? I beg your pardon, said Homais. I admire Christianity. In the first place, it freed the slaves, introduced into the world a morality- Never mind about that! All the texts- Texts, bah! Open up the history books. We know they were falsified by the Jesuits. Charles came in and walked toward the bed. He drew the curtains back slowly. (305) In this piece of dialogue Homais engages in a argument with the priest about religion. This represents the clash in culture during the time between the new science ideas and the conservative ideas of centering life around religion. Homais continues to argue even in the presence of the deceased Emma Bovary. His disregard to the situation at hand shows how he doesnt appear to have any respect towards Madame Bovary. Flaubert creates the satirical conversation between Homais and Bournisien in order to reveal the hypocritical nature of Homais in asserting that he is a religious man but proceeding to denounce the essence of religion. He presents himself as a holy man yet he objects to the statement by the priest that prayer is needed no matter what. Homais claims to admire Christianity but advocates modern ideas including Voltaire and science. Through the dialogue, Homais character is seen once more in negative light as a representation of the middle class. The insensitivity of Homais to t he environment of the deceased is reflected in his insistence in continuing to partake in the squabble with the priest. Homais interrupts and blurts out his own uneducated ideas without giving consideration to the priests words. Another characteristic revealed is in how he disregards the dead in order to win the argument and therefore feel a sense of self-superiority. The childish antics performed by Homais shows the twisted order in his priorities to favor self over the traditional values of respect. As a result of Homais corruption, the moral decay has reached such a deep point in his character that he supports Flauberts intent in depicting the middle class as well as society. Finally, Madame Bovary brings to light Flauberts dissection of society as corrupt and immoral through the character Homais. Throughout the novel Homais perpetrates many unethical actions that displays the mechanics of society through a single person. He reveals his cowardly and corrupt actions which supports the conclusion that his character was essentially devised to be used as a device for Flauberts heavy condemnation towards civilization. The novel also paves way into Flauberts analysis of a specific group, the bourgeoisie, to be equally Madame Bovary reveals the actions that give rise to the decay within the community. Through this manifestation, Flaubert delivers his denunciation of society and the middle class to be impure.

Surveying :: essays papers

Surveying The commonwealth of Massachusetts has many different requirements for people who want to become registered land surveyors. Applicants for registration as a Land Surveyor require five references; three of these five must be from registered Land Surveyors who have seen the work of the applicant. The present supervisor should also be a reference. These references should cover the applicant’s entire surveying career. Acceptable education for registration as a Land Surveyor with four years of experience is a degree of Bachelor of Science in Surveying or Engineering, including courses in land surveying, from an institution authorized by the Massachusetts Legislature or a degree of Bachelor of Science in Surveying or Engineering accredited by ABET (American Board of Engineering and Technology) including approved courses in land surveying. Education obtained outside of the United States may qualify if a complete description of the curriculum is presented and the Board or an agency qualified to evaluate foreign curricula finds it to be equivalent. Acceptable education for registration as a Land Surveyor with six years of experience is a degree of Bachelor of Science or Associate degree in Surveying or Civil Engineering Technology, including at least 12 credit hours in land surveying, or two years of formal education above high school level with at least 60 semester credit hours passed, 12 of which m ust be in land surveying courses approved by the Board. Acceptable educations for applicants who wish to be a Surveyor-in-Training are to pass the Fundamentals Examination as well as have a Bachelor of Science Degree. An applicant having a degree in something other than surveying must have attained the required experience before receiving certification. An applicant for Surveyor-in-Training certification having an Associates Degree or 60 semester hours of acceptable education including courses in surveying approved by the Board may be certified after passing the Fundamentals Examination and attaining the required experience. Acceptable professional land surveying experience is full-time activity. Part-time land surveying work performed during full-time study at an educational institution is considered part of the educational program and is not acceptable professional experience. A graduate of four-year engineering institution taken on a daytime program, or five years for a co-operative program must obtain the necessary experience in eng ineering work acceptable to the Board after graduation.

Berlucchi Market Analysis

————————————————- Berlucchi ————————————————- Marketing Plan 2012 Table of contents Executive Summary Introduction Guido Berlucchi & Co. SpA is one of Italy’s leading sparkling wine producers. After years of outstanding success, the company finds itself facing a stable market, with competition becoming even more intense, distribution more complex and consumers more sophisticated.The executive Committee is convinced that the strategy that drove the company’s development in its first 40 years needs to open up a new growth path, thus this marketing plan for the strategy for the upcoming three years. External Analysis Customer analysis Approximately 35% of the 313,000 million inhabitants of the U. S. drink wine at a per capita rate of 11. 5 liters. In te rms of demographics 69% are white, 14% Hispanic, and 11% African American, with the remainder 9% from other races.The average age of the American wine consumer is 49, with Millennials making up 26% of wine consumers,  generation X-ers aged 35-44 at 19%, ages 45 to 54 at 21%, and those over 55 at 34%. 24% of wine consumers in the U. S. have a college degree Segmentation by frequency Wine consumers are divided into two categories, core wine drinkers and marginal wine drinkers. The core group drinks wine once a week at least and represents 57% of wine consumers whereas the marginal group has a glass of wine in a time span ranging from once every 2 or 3 months to 2 or 3 times a month. 8% of all wine consumers have a glass of wine more than once a week and are considered to be the high frequency wine drinkers. Segmentation by age Thirty two percent of baby boomers (47 to 65) have a glass of wine compared to 17 percent in 2005. 62 percent of Generation X-ers (aged 35 to 46) are core win e drinkers, compared to only 43 percent in 2007. 6 percent of Millennials (aged 17 to 34) drink wine on a daily basis, 26 percent of them drink wine several times a week and 19 percent drinks once a week on average. This comprises the core wine drinking segment of Millennials, accounting for 63 percent of them compared to 37 percent in 2007.There is a significant difference between younger Millennials (17 – 25) and older Millennials (26 – 34). Older Millennials consume wine with greater frequency, consumed more glasses of wine per drinking occasion (2. 92 glasses on average) and were found to be highly experimental as 89% of older Millennials frequently purchase wine of an unfamiliar brand. Also interesting is that 60 percent of older Millennials found â€Å"fun and contemporary† looking labels of great importance when choosing wine to drink at home compared to just 31% of Baby Boomers.All Millennials and high end wine drinkers throughout the Generation X and ba by boomers often visit wine related web sites and Facebook pages or follow wine twitter accounts. The generational differences are also noticeable in the preference of domestically produced wines and imported wines. * 63% of Millennials, (70 million consumers), are reported to either â€Å"primarily drink imports† or â€Å"equally drink imports and domestics† * 43% of Generation X members (44 million consumers) report the same preferences * 32% of Baby Boomers (77 million consumers) report these preferences Segmentation by geographyWine consumption per person is lowest in the Midwest where 13% buys 4 or more bottles per month compared to 24% in the South, 25% of those in the North East and 29% in the West where 10% of the adult population even purchases 11 or more bottles per month. The top three states for Wine consumption are California, New York and Florida. The top three emerging markets, where the capita per wine consumption has grown the most over the past three years are Texas, Illinois and New Jersey Western states, especially those that produce wine locally such as California, Washington and Oregon, have proven more ikely to favor domestic wines while eastern states are more receptive to imports. Amongst others, New York, Florida, New Jersey and Washington DC all import more than 30% of the total wine consumption from outside the U. S. Competitive analysis Direct Competitors Listed below are the top 3 sparkling wines in the US at the current moment. They all fall in the range of our target customers in terms of their taste and their prices making them a direct threat and therefore a direct competitor. JCB by Jean-Charles Boisset No. 69 Burgundy, France ———————————————— Jean-Charles Boisset's JCB wines are made entirely from Pinot Noir grapes grown in the Burgundy region of France, this refreshing rose is light and crisp, offeri ng raspberry and red currant aromas. Many wine lovers associate this brand with romantic outings. It is currently listed as number one on the top sparkling wines in the US available at only 7 stores, and at a very affordably price it is sure to be serious competitor. Price: $20 ————————————————- Toso BrutMendoza, Argentina Toso has been producing sparkling wines in the Mendoza wine region of Argentina for 85 years. Their non-vintage brut is made entirely from Chardonnay grapes. Light and refreshing, it offers aromas of lemon and apple with buttery and toasty notes. It is very popular in the US with people looking for something inexpensive, well made, clean and bubbly especially for large events like weddings, receptions and birthday parties. ————————————————- Pri ce: $11 ————————————————-Taltarni Brut Tache Australia ————————————————- Made from Chardonnay, it is an established household name, known for producing extraordinarily high quality sparkling wines in Australia. They are known to be very environmental friendly because they recycle the vines and they refrain from using Diuron and Simazine on their property, thereby reducing the impact on ground water. One disadvantage however is that its prices compared to other wines has been progressively rising lately. Price: $25 Indirect competitorListed below is one of the top wines in the US at the current moment, although it does not fall under the category sparkling wines it is nonetheless a competitor in the total wine market especially now that it is making is mark on the US market making it worth the mention. Moscato’s Asti, Italy ————————————————- Moscato is currently one of the fastest-growing wine varietals in the U. S. Moscato wines tend to be sweeter and less alcoholic. Gallo, which holds 44 per cent of Moscato’s market share, saw sales of its own Gallo Family Vineyard Moscato increase by 124%in 2010, according to marketing research firm IRI.More than half of all Moscato consumers are under the age of 45, while nearly one-third are between the ages of 25 and 34. ————————————————- ————————————————- Moscato’s popularity with the younger generation could, perhaps, be due to hip hop influences. Ka nye West claimed  on MTV that he liked Moscato, while Lil’ Kim sang â€Å"Still over in Brazil/Sipping Moscato. † A more likely reason, however, is the low price tag that many Moscatos enjoy. ————————————————- ————————————————-Price: $5,99 – $16,79 Market analysis Overall size The U. S. wine industry has steadily increased in size and revenue over the past ten years and has grown into the fourth largest wine producing country in the world. In 2010 the U. S. became the leading wine consuming country, consuming as much as 330 million cases a year. This means Americans drink 3. 96 billion bottles of wine, surpassing France’s 3. 85 billion bottles and have spent more than $40 billion on wine in 2010. California is the largest wine produc ing and consuming state in the nation, currently it accounts for 61% volume share of the U.S. market. Projected growth Wine market is currently witnessing steady growth in both developed and emerging economies. Increasing disposable incomes, rising awareness about the medical benefits of wine, and the resultant consumer shift towards consumption of premium alcoholic beverages are driving the growth in the wine industry. US wine market is one of the fastest growing markets of the world, both in terms of production and consumption As per our findings, the US wine market is expected to hit a value of around US$ 33. Billion with 871 Million Gallons of wine sales by 2013. The market (in volume terms) will grow at an annual growth rate of over 3% during 2010-2013. The economic recession had impacted the US wine industry by consumers starting to enjoy low-priced bottles and wines by glasses. The millennial segment is the future of the US wine industry, and their numbers are increasing as y ounger members are attaining the drinking age. Moreover, rise in the number of female wine drinkers in marginal segment is also fueling the growth of the US wine industry.This trend, coupled with government’s initiatives, is playing a greater role in promoting reforms and competitiveness in the wine industry of the US. The market for sparkling wine in the USA has been growing rapidly in recent years according to some top findings from the Wine Market Council Report: Profitability Sparkling wine sales in the U. S. are estimated to have outperformed table wine brands for the third straight year in 2011, when American drinkers will have consumed the equivalent of 900 million glasses.More than 40 percent of those 15 million cases are sold during the holiday season. The overall wine market is projected to increase 1. 7 percent by year-end, to 313 million cases, its 18th consecutive annual gain. Sparkling wines account for a modest 5 percent, but growing, share of that volume. Entr y Barriers The wine industry in the U. S. has high barriers of entry because of high investments needed to buy land and machinery together with high costs of advertising and distribution. Because of the strict laws and high taxation of alcohol in the U. S. large economies of scale have the best chance of becoming and remaining profitable. Distribution System Throughout the U. S. the three tier system is enforced for the distribution of all alcoholic beverages. The system works as follows: * Non-U. S. Producer * 1st Tier – U. S. Producer / Importer * 2nd Tier – Distributor * 3rd Tier – On/Off Premise Trade (restaurants/ bars/ retailer) Non-U. S. producers are only allowed to sell directly to an importer, Importers and U. S. Producers are only allowed to sell to retailers, and only retailers are allowed to sell to consumers.Some states have partially or completely prohibited the distribution and/or the retailing tier and have these operated by the state government itself or contractors operating under its authority rather than by independent privateers. In any case taxes must be collected at all three tiers, even though in some states the importer and the distributor can be the same company, it must still pay taxes for both tiers. Trends A broadening of the consumer base, a greater range on offer, and an increasing desire among some consumers to make sparkling wine a regular rather than occasional treat are the main factors driving the trend.Americans still do not drink as much sparkling wine as consumers in other countries like Germany and the UK, but there is a strong long-term growth trend establishing for domestic and particularly mid-priced imported sparkling wines in the years ahead. At the moment Moscato has experienced a sharp increase in sales, up 73%, driven largely by younger drinkers. Cheaper and in wide range of flavored wines have become more popular as well due to restaurants adding less popular varietals to their glass pour l ist because the higher profit margin.This has resulted in wine consumers becoming more open-minded to seeking out unique varietals. Italy’s Macro Environment analysis: Demographic The Italian Population is currently approximately 61,261,254 but the growth rate of the population is gradually slowing, with most of the increase coming from immigration. Birth rates and death rates are virtually identical. However, the national figures conceal contrasting regional trends. In general, the birth rate and average family size are higher in the south of Italy than in the north, although populations in Molise, Basilicata, and Calabria are declining through continued emigration.For the country as a whole, life expectancy rose during the second half of the 20th century, reflecting higher nutritional, sanitary, and medical standards. At the beginning of the 21st century, the majority of the population was between 20 and 49 years old, with the largest group between ages 30 and 44. The age s tructure is built up as follows: 0-14 years:13. 8% male 4,315,292female 4,124,624. 15-64 years:65. 9% male 19,888,901female 20,330,495 65 years and over:  20. 3% male 5,248,418female 7,109,074 GDP Contribution by Economic Sector  and Top Industries: Agriculture:  3. 9%Industry:  28. 3% Services:  67. 8% (2011) Economic Italy  is currently the world's largest  wine  producer. However it has not been immune to the global economic downturn but it has been able to weather the financial storm. Wine is a key player in Italian trade with exports in 2011 valued at 3. 6 billion euros, compared to imports of 326 million euros. Sparkling wines account for 11% of exports. A sector report presented at the Vinitaly wine trade fair showed that the economic downturn was responsible for a 5. 1% decline in Italian wine exports in 2008 over the previous year.In this moment of economic crisis and uncertainty, people try to satisfy their desires. Italian cuisine is the most popular all o ver the world. In Italy the Docg sparkling wines do better than others, indicating that high quality standards and strong local identity, as much as the price, are central factors for the customers’ choices. Italian exports   rose 17 per cent in the first nine months of 2010, according to Coldiretti, the   Italian farmers   association. The growth had been even higher at 22% for the first six months of the year, primarily due to explosive demand from the US. Ecological (Natural)The future of wine grape supply depends on the availability of groundwater and high temperatures will decrease the availability of wine grapes. High water use by the industry, and in particular the treatment of wastewater, is likely to come under increasing public scrutiny. Over the five years through 2015-16, the level of capital intensity is likely to increase marginally due to investment in water treatment. Political The wine and grape industry in Italy is regulated by laws and decrees issued by the Ministry of Agriculture (Ministro Delle Risorse Agricole, Alimentari e Forestali).Italy is also a member of the European Union and shares the Common External Tariff regime. EU duties are charged by the Italian Customs Agency on the CIF (cost, insurance and freight) value of the product imported into Italy. Below are the 4 wine designations: * DOCG:  the highest classification for Italian wines, introduced in 1963. It denotes controlled production methods and guaranteed wine quality. There are strict rules governing the production of DOCG wines, most obviously the permitted grape varieties,  yield  limits, grape ripeness, winemaking procedures and ageing specifications.Every DOCG wine is subject to official tasting procedures. To prevent counterfeiting, the bottles have a numbered government seal across the neck. * DOC: a step below DOCG, the DOC classification accounts for the majority of wines produced in Italy. The quality control regulations are less stringent than t hose applied to DOCG wines. * IGT: The IGT classification was introduced in 1992, to allow a certain level of freedom to Italy's winemakers. Prior to 1992, many wines did not qualify for DOC or DOCG status not because they were of low quality, but because they were made from grape varieties (or blends) not sanctioned under DOC/G laws.The IGT classification focuses on the region of origin, rather than grape varieties or wine styles. * VDT:  VDT wines are typically of lesser quality than those labeled with IGT, DOC or DOCG, but not always; the ‘Super Tuscans' (see below) are often labeled as Vino da Tavola. U. S. Macro Environment analysis The following macro environmental factors have an indirect effect on Berlucchi’s success in the US market. The major forces of the macro environment should be highly regarded as the company is looking to enter unfamiliar territory while at the same time striving to acquire a competitive advantage.Demographics According to the Wine Int elligence USA Sparkling Report 2012, over 30 million Americans say they drink sparkling wine at least once a year. For the majority of this population their sparkling wine experience is confined to perhaps one or two glasses a year, on special occasions. However, what appears to be driving the growth in sparkling wine is the segment of consumer; estimated at around 9 million, and female-dominated, who say they like to drink the bubbly stuff at least once a week. Many of these people say that sparkling wine is their favorite drink, ahead of still wine.California| California accommodates 37,691,912 people, houses more people than any of the other states of America and has eight of the 50 most populous cities in the U. S.. Remarkable is that only 39. 7% of the people living in California are white non Hispanics and 38. 1% are Hispanic whites, only 6. 6% is black and 13. 6% of Asian ethnicity. The ethnic makeup is very different from the countries average. Of the persons aged 25 years o r older 80. 7% has graduated high school and 30. % has a bachelor’s degree or higher. The Median house hold income is $60. 883. Texas| Texas is the second most populous U. S. state, housing 25,674,681 people who are mostly located in the major cities of Houston, San Antonia and Dallas. Similar to California, Texas also houses a relatively large number of Hispanics. 38. 1% of the population is white of Hispanic decent and 44. 8% is non-Hispanic white. The division of other ethnic groups is quite similar to the nations average. 80% of adults 25 years or older have a high school degree and 25. 8% of them have a bachelor’s degree or higher. The median household income is $49,646 a year. |New York| New York is the third largest state after California and Texas with a population of 19,465,197 of which roughly 64% lives in the New York City metropolitan area. The percentage of the population that is of African American decent is slightly higher than the nations average, 17. 5 % as well as those with an asian heritage, 7. 8%. The median household income is $55,603, 84. 4% of the persons age 25+ are high school graduates and 32. 1% has a bachelor’s degree or higher. | Florida| Florida is the fourth most inhabited state in America, accommodating 19,057,542 people.Notable are that it contains the highest percentage of people over 65, 17. 6% and the 8th fewest people under 18, 21%, also its population is expected to double between 2000 and 2030. Florida’s ethnic makeup shows few differences from the countries average with the exception of persons of Hispanic or Latino origin which is 23% and growing faster than in any other state. 85. 3% of the adults 25 years of age or| Social-Cultural In the U. S. wineries have become more than just wine producers and sellers. They're often venues for gatherings as diverse as  weddings  and business meetings.Some wineries have onboard restaurants and gift shops and are also lively tourist attractions. That says something for the ingenuity of savvy wine producers, but it says even more about the changing American attitude toward wine. Recent consumption gains for sparkling wine have been driven by many factors over the last few years including the adoption of wine in early adulthood by the large Millennial generation, the availability of quality wine at all price levels, and the acceptance of moderate wine consumption as compatible with a healthy lifestyle. EconomicThe turbulent economy has had a moderately negative affect on the nation’s collective wine consumptions growth. Within the 2008–2011 period, stock market volatility had little effect on how much wine consumers were drinking. In 2008, 61% of respondents stated they hadn’t changed the amount of wine they consumed despite the poor economic conditions. The economy has had a direct effect on prices over the last 10 years, prices went down significantly during the recession, but as the economy has improved, t hey have bounced back very quickly and even surpassed previous highs.Fine wine prices dropped 19 percent from August 2008 to August 2009 and they increased 33 percent from August 2009 to August 2010, surpassing their previous pre-recession prices. Political Wine is regulated by the Alcohol, Tobacco, Firearms and Explosives division of the internal revenue service which makes it subjected to high levels of control and tax. Us wines are shaped by politics including which grapes grow where, what can be written on the label, which wines are exported or imported, which wines are available in local stores, and how much a wine costs.In the  United States, the wine laws are more flexible than European standards in regards to regulations on what viticultural and winemaking practices are allowed in each wine region. A sizable portion of American wine laws relate to  wine labelling  practices. The United States imported 932 million liters of wine in 2010. The majority of imports came fro m Italy ($1. 3 billion). Depending on the type of wine, U. S. tariffs on imported wine from nations with which the United States maintains normal trade relations range from 5. 3 cents per liter to 22. 4 cents per liter.Tax rate for natural wine imported to New York for example is $0. 30 per gallon Internal Analysis Current products Berlucchi’s current products: * Cuvee Imperiale Brut * Cuvee Imperiale Max Rose * Cuvee imperial Demi Sec * Cuvee imperial vintage * Cuvee Storica Franciacorta DOCG * Bianco imperiale * Cellarius Brut * Cellarius Rose * Cellarius Pas Dose * Berlucchi ’61 brut * Berlucchi ’61 Rose * Berlucchi ’61 Saten * Palazzo Lana Franciacorta Brut Millesimato * Palazzo Lana Franciacorta Saten millesimato * Palazzo Lana Franciacorta Extreme millesimato PricesThe sparkling wines of Berlucchi are between â‚ ¬15 and â‚ ¬28. The average price per line: * Berlucchi bianco imperiale: â‚ ¬10 * Berlucchi ’61: â‚ ¬15 * Cuvee imperia le: â‚ ¬20 * Cellarius: between â‚ ¬15 and â‚ ¬20 * Palazzo Lana: â‚ ¬28 Target Market Geographically speaking, Berlucchi is targeting Italy. Berlucchi won market leadership in its first few years because of its mission to ‘democratize the bubbles’. With their below average price for sparkling wine, and their distribution through grocery stores, Berlucchi sparkling wine was accessible for everyone. Distribution channels Grocery retailersIn 2006 70% of all Berlucchi sales went through the grocery retail distribution channel. Because of the company’s solid penetration of this channel, they established an undisputed leadership position. HoReCa and specialty stores Berlucchi produced a product especially made for this channel, which won considerable success and allowed the company to re-establish its reputation among connoisseurs and win over specialized dealers. Positioning By distributing through grocery retailers, Berlucchi positions itself in a totall y different range than most other Italian sparkling wine, which are available in specialty stores.The company’s solid penetration in this modern distribution channel anchored the positioning of the Berlucchi brand. But having a lower price does not mean they work with a bad quality, although some may look at Berlucchi as a cheap supermarket wine. The Berlucchi brand guarantees a high-quality, prestigious, accessible product. Competitive Advantage Berlucchi stands out because of their innovative spirit and desire to experiment with new products and market segments, but off course, still in an accessible and qualitatively good manner. The solid penetration in the modern distribution channel of grocery retailers is something no other ompany has accomplished. Marketing Mix The marketing strategy that has secured Berlucchi’s success over the last thirty years can be summed up in three key words: Italy, mass market, and corporate brand. In the 1960s, the company’s fou nders saw an opportunity to create a sparkling wine market in Italy using the champenoise method. This method meant educating both trade and final consumers through constant communication, the aim of which was to eliminate the image of Italian spumante as a sub-category of wine, or a lower-quality version of the more familiar French champagne.In just a few years’ time the company won a leadership position in the Italian market. They had a clear mission: â€Å"To make bubbly accessible to everyone†. The firm achieved this mission with an extensive distribution strategy. Berlucchi spumante wanted to create a festive atmosphere on any occasion. The best way to achieve this was to reach the consumer through the simplest distribution channel, for instance grocery retailers. Berlucchi has always implemented a push rather than a pull strategy, focusing communication and commercial investments on trade.Another marketing strategy of Berlucchi was based on avoiding product proli feration in the portfolio, in keeping with the need to educate Italian consumers on the traditional method. Berlucchi came up with a series of simple, distinctive brand visuals, which over time have come to be identified with the company. Financial Performance SWOT analysis Confrontation matrix * S1 x O4, because despite the challenging economic environment we are currently in, sparkling wines are set to gain share in the US alcohol market.Berlucchi has a below average price and that could be an opportunity for them to gain share in the US alcohol market. * S3 x O3, because Berlucchi has an innovative spirit and desire to experiment with new products and market segments. They could have an opportunity in the US alcohol market, because most Americans show an interest in broadening their horizons in terms of what kinds of wine they buy. * S3 x T3, because consumers in the wine market are constantly evolving. That could be an opportunity for Berlucchi, because they have an innovative s pirit and desire to experiment with new products and market segments.Corporate strategy Berlucchi grew in a few years after founding to be leader in its market thanks to a clear mission: ‘democratize the bubbles’. The founders were convinced they could produce an Italian sparkling wine of comparable quality to the current products on the market. The aim was to produce a high-quality, prestigious, accessible product for a below average price. The basic reason for their attitude was that they could not justify the substantial price difference between Berlucchi products marketed through large retailers and the same wines sold in specialized stores and wine bars.Eventually Berlucchi grew to be a market leader in the large grocery retailers and an important player in the HoReCa and wine shops, without ever letting go of the initial corporate mission. Segmentation The wine consumers in the U. S. can be segmented in to the following groups based on consumption and spending pat terns: Daily Musts | Variety Seekers| Personal Image| Savvy Buyers | Occasional Consumers | Represent 16. 4% of wine drinkers| Represents 14. 4% of wine drinkers|   Represents 14. 1% of wine drinkers| Represents 2. 6% of wine drinkers| Represents 34. % of wine drinkers| Spending share of 49. 3 % | Spending share of 34%| Spending share of 3. 1%| Spending share of 9. 7%| Spending share of 4%| Median age is 61| Median age is 50| Median age is 34| Median age is 48| Median age is 55| Annual income averages $62,000| Annual income averages $100,000| Annual income averages $62,000| Annual income averages $80,000| Annual income averages $63,000| | Target Market The segments most viable for targeting are the Daily Musts, the Variety Seekers and Personal Image consumers and through using a differentiated strategy all three can be targeted.Daily musts Although this segment is brand loyal, by applying low cost strategy and attractive packaging this segment can be entered, after which the focus should be customer retention and maintaining everyday low price offers in combination with a loyalty program to create loyalty to the berlucchi brand and maximize customer equity. Variety seekers Premium brand images and first-class packaging will strongly appeal to the Variety Seekers and expert ratings, premium pricing and event or celebrity sponsorships will truly entice this segment to try berlucchi brand wine.However because of their low brand loyalty a truly aggressive loyalty program is necessary to retain their business. Advertisement be should focused on wine magazines and internet media. Personal Image This segment shows the most potential profitability on the long term and should be engaged to ensure a significant market share in the next decade as this is the fastest growing segment. The focus has to be on moving them towards Variety Seeker of Daily Must habits. Innovation through products and packaging and leveraging social media would speak most to the Personal Image wine drinkers. PositioningDaily Musts and the Personal Image consumers can be catered to with one product in the area , the product’s should have a below average to average price level and focus on offering an accessible product of decent or higher quality. The product targeting the variety seekers should be higher priced to project a somewhat prestigious image and high quality. Below you can see the product value proposition for Berlucchi’s target customers. Objectives Market share Brand familiarity Revenue Timeframe: 3 years Marketing Mix Product As described in positioning, there are three target groups for which there are different product needs.To accustom all potential customers it is neccessary to introduce two different lines of products. Lines Cuvee Imperiale – Brut – Max Rose – Demi Sec – Vintage ‘For over half a century, Cuvee Imperiale has been synonymous with festiveness, joy, and raising a toast, and its consistently fine taste has made it the Italians’ favourite classic-method sparkler. Its four styles make it the perfect choice for both casual moments and the most special of occasions. ’ This line will serve the needs of the Daily Musts and Personal Image consumers, it has a below average price, it is accessible and has a high quality.Palazzo Lana – Brut – Saten – Extreme ‘The timeless elegance of the Palazzo Lana Berlucchi, the handsome mansion that inspired the first Franciacorta,   is present once again in these vintage-dated Franciacortas. Produced from free-run must, and rare both in quantity and quality, the three are bound together by a common thread of gracefulness, complexity, and avoidance of excess, each wine dedicated to those who enjoy them thoughtfully. ’ This line will serve the needs of the Variety Seekers consumers, it is above average prices, has a prestigious image and has a high quality. Packaging Daily mustsThe Daily Musts cons umers are flexible in their response to different packaging designs. Personal Image They consider wine consumption an extension of their personal images, however are more focused on store brands. Variety seekers This consumer group appreciates premium packaging. When lining together these consumer characteristics and the packaging of the chosen products, we can come to a conclusion of no necessity to change the packaging of the products, due to the already existing compatibility of consumer needs and the product packaging. Price Cuvee Imperiale The price for the Cuvee Imperiale line will be $15.Berlucchi will have to lower their price a little bit than they have in Italy, but this way they can compete with the competitors in the US, for instance the Toso Brut from Argentina. The Cuvee Imperiale will be a good competitor due to their below average price and good quality sparkling wine. Palazzo Lana The price for the Palazzo Lana line will be around the $30 in the US. One big competit or is the Taltarni Brut Tache, their price is around the $25. Berlucchi Palazzo Lana is more expensive, but Berlucchi will still be a good competitor since the prices of Taltarni have been progressively rising lately.It will also be a good competitor, because of its prestigious image and high quality. Place Locations Below is a table with 6 states located in the U. S. whom are known to have an extremely large wine drinking population, and therefor will be the best states in the US to introduce the Berlucchi’s wines. Type| California| Texas| Florida| New York| Illinois| New Jersey| Population| 38,053,956| 25,901,361| 19,057,542| 19,465,197| 12,869,257| 8,821,155| Binge drinkers| 14. 7%| 15. 6%| 12,40%| 15. 2%| 17. 5%| 14. 4%| Casual drinkers| 56. 2%| 51. %| 56,3| 59. 1%| 58%| 59. 7%| Heavy drinkers| 5. 9%| 5. 2%| 5,3| 4. 3%| 4. 7%| 4. 5%| Retailers: Within each one of these 6 states the wines will be available in two types of store retailers: * Specialty stores: A small retail outlet that focuses on selling a particular product range and associated items. Most specialty store business operators will maintain considerable debt in the type of product that they specialize in selling, usually at premium prices, in addition to providing higher service quality and expert guidance to shoppers. Superstores: A very large retail store that stocks highly diversified merchandise, such as groceries, toys, and camera equipment, or a wide variety of merchandise in a specific product line, such as computers or sporting goods. Specialty stores: Berlucchi’s wines will be available in the best of the best wine shops in each state. They will be placed in these shops according to the stores location and popularity. State| Specialty Wine Stores[1| California| 867| New York| 533| New jersey| 265| Florida| 252| Illinois| 211| Texas| 181| Superstores:More than a third of all wines sold in America are purchased at Superstores. Wall-Mart 2011 USA Retail Sales ($000): $307,7 36,000 Extending its lead, it is making solid progress on improving its merchanides through different new projects. The company’s grocery business accounted for more than half of its 2011 sales. Wall-Mart constantly hires wine scouts to research new wines in order to further broaden their inventory. Wines located in a Wall-Mart store Kroger 2011 USA Retail Sales ($000): $78,326,000 America’s largest traditional grocer is food focused and price led.It includes a wide variety of all sorts of wines. In 2012 Kroger hired wine stewards for a few of its Texas stores. The political push to sell wine in grocery stores is now in different Kroger stores. Wines located in a Kroger store Target 2011 USA Retail Sales ($000): $65,815,000 Target will try to become more beverage focused and currently has strong store innovations and loyalty programs. They combine grocery store bargains with wine shop-level service and expertise. Wines located in a Target store Restaurants:In addition to these retail stores, the wines will also be available in a variety of restaurants in each state. These restaurants will include non-fast food restaurants that have an ideal location for different types of customers to reach. Below is an example of one of the restaurants that look real promising in terms of boosting Berlucchi’s brand image. Since 1979 Antonello Ristorante located in California has captured the essence of Old World authenticity with a new Italian. Antonello's award-winning wine list boasts more than 700 foreign and domestic labels.For special occasions or business meetings, there are eight Promotion The goal is to become the first thing that comes to mind for a person from one of our targeted segments when in the market for wine. According to professor Jacob’s Creek of the University of South Australia’s Wine Marketing Research Group, it is not the brand but the wine regions that influences consumers choice the most. The promotional strategy us ed to differentiate the Berlucchi wines from others is to sell the idea of living the southern European care free, want for nothing life style using the campaign slogan: ‘A taste of the Italian life’.This should invoke an emotional response to advertisement as consumers in the Daily must segment, who are older and often retired or near retirement age can relate to the care free living. The variety seekers can relate to the ‘want for nothing’ aspect and high end allure of Milan or Rome and the younger personal image consumers can indulge in the American romanticized cultural image of Europe. Promoting the Brand As Americans are not yet aware of how many wines are actually Italian and no wine markets itself distinctively as such, the Berlucchi products can be analyzed as a new product.To start the introduction phase a launch event will be held in Los Angeles, California to which columnists/writers for different lifestyle and food magazines, influential taster s and VIPs’ will attend to experience the different wines by Berlucchi that will be launched in the U. S. which will result in features in magazines such as ‘food and wine’, Decanter, WineEnthusiast and Fine. During the introduction phase a print ad and a broadcast media advertisement featuring Robert Deniro will run.Because of his Italian heritage and wine expertise as he owns his own vineyard, on the other hand because of his long and outstanding acting career he is recognizable and idolized by people across generations. The broadcast ad, which will run for thirteen weeks, will be shown during lifestyle television shows and cooking shows such as ‘Master chef’ and ‘come dine with me’ and can even be featured on the shows. The print ad will run for a total of 30 weeks, appearing once to 10 times throughout that period in different magazines and as banners on different online magazines.To promote the brand directly to the target group, Be rlucchi nights will be organized during which selected restaurants will serve free glasses of Berlucchi wine that go well with the dish ordered. The before mentioned strategies will be very effective for the Daily must and Variety seeker segments, but to ensure the involvement of the personal image segment a social media campaign needs to be launched. Each bottle of Berlucchi wine will have a code and instructions printed on the back side of the label.After purchasing a bottle a consumer can befriend Berlucchi on Facebook or follow them on twitter, after which the phrase â€Å"Having a taste of the Italian life #Berlucchi #;code;† should be posted online. In response a code will be send back to the consumer which entitles him or her to a 61% discount on their next purchase of a bottle of Berlucchi Cuvee Imperiale and they enter a lottery for a set of 3 Berlucchi Franciacorta ’61 bottles. The low price and exciting price will attract the segment and by posting they imme diately communicate the existence of Berlucchi to their friends. Loyalty program – – – Budget ; Control – – Recommendation – – – Appendix Figure 1a Figure 1b Figure 2 Figure 3 Figure 4 Figure 5 Top 3 states in wine consumption Figure 6 Top 3 states in emerging wine markets Figure 7 Figure 8a Figure 8b Figure 9 Daily Musts| Variety Seekers | Personal Image | Savvy Buyers | Occasional Consumers| * Represent 16. 4% of wine drinkers * Accountable for 49. 3 % of all wine sales. * Median age is 61 * Annual income averages $62,000. Daily Musts are the heaviest wine consumers and consumers and drink on a daily basis. They are brand loyal and flexible in their response to different packaging designs and tend to buy based on low prices. * Represents 14. 4% of wine drinkers * Spending share of 34% * Median age is 50. * Annual income averages $100,000. They tend to spend more per capita than the Daily Musts, appreciate premium packaging, q uality wine and variety. They often view higher price as a sign of higher quality. The Variety seeker is most likely to use the internet to secure information before purchases and look at wine as an extension of their personal image and tend not to be brand loyal. | * Represents 14. 1% of wine drinkers * Spending share of 3. 1% * Median age is 34 * Annual income averages $62,000.This group will grow in consumption as their ages and incomes increase. The Personal image drinker’s habits are in development, and they tend to turn to social media and the Internet for information. They consider wine consumption an extension of their personal images, however are more focused on store brands. | * Represents 2. 6% of wine drinkers * Spending share of 9. 7% * Median age is 48 * Annual income averages $80,000This group enjoys trying a variety of wines and tends to buy on value, however not necessarily focused on low price since they only consume moderate to small amounts. * Represents 3 4. 5% of wine drinkers * Spending share of 4% * Median age is 55 * Annual income averages $63,000| Figure 10 Segmentation by lifestyle Figure 11 ——————————————– [ 1 ]. SVB, 2012 [ 2 ]. See Appendix figure 2 [ 3 ]. See Appendix figure 3 [ 4 ]. See Appendix figure 4 [ 5 ]. See Appendix figure 5 [ 6 ]. See Appendix figure 6 [ 7 ]. http://www. gayot. com/wine/top10american-sparkling-wines/main. html [ 8 ]. Wine Institute, 2011 [ 9 ]. Press Democrat, 2011 [ 10 ]. See Appendix figure 7 [ 11 ]. With the exception of the state of Washington [ 12 ]. https://www. cia. ov/library/publications/the-world-factbook/geos/it. html [ 13 ]. http://en. wikipedia. org/wiki/List_of_wine-producing_countries [ 14 ]. http://quickfacts. census. gov/qfd/states/06000. html . S. Census Bureau: State and County QuickFacts [ 15 ]. http://www. tax. ny. gov/bus/bev/abt_tax_information_individuals. htm [ 16 ]. Be rlucchi Case page 15 table 2 [ 17 ]. http://www. berlucchi. it/we-do/ [ 18 ]. See Appendix Figure 1a [ 19 ]. See Appendix Figure 1b [ 20 ]. http://www. wine-searcher. com/wine-197764-0001-berlucchi-palazzo-lana-brut-franciacorta-docg-italy [ 21 ]. Berlucchi Case page 5 [ 22 ]. Berlucchi Case page 5 [ 23 ].Berlucchi Case page 5 [ 24 ]. Berlucchi Case page 5 [ 25 ]. Berlucchi Case page 11 [ 26 ]. Berlucchi Case page 21 table 23, 24 [ 27 ]. See Appendix figure 10 for more info. [ 28 ]. See Appendix figure 11 [ 29 ]. http://www. berlucchi. it/we-do/#cuvee [ 30 ]. http://www. berlucchi. it/we-do/#palazzo-lana [ 31 ]. See Appendix Figure 10 [ 32 ]. See Appendix Figure 1a [ 33 ]. http://www. statemaster. com/graph/hea_alc_con_cas_dri-health-alcohol-consumption-casual-drinkers [ 35 ]. http://www. wkrn. com/story/19808909/kroger-begins-focused-push-for-wine-in-grocery-stores [ 36 ]. Based on research findings of SymphonyIRI group, INC