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

Every Line Manager Is an Hr Manager Essays

Every Line Manager Is an Hr Manager Essays Every Line Manager Is an Hr Manager Essay Every Line Manager Is an Hr Manager Essay Discussion on: Every Line Manager is an HR Manager Introduction â€Å"Slowly but surely, line managers are taking over the HR front line. Gone are the days when the first port of call for any people management query was the HR department. † – Lucy McGee (Personnel Today) This is partly because HR as a function has transformed over the past decade. Administration is often outsourced, legislation has become more complex, European Union regulations have to be understood and adhered to, compensation is now many-sided, and selection and development have become more sophisticated. HR is both more specialist and more strategic than ever. At the same time, the managers role has evolved as leadership skills have been recognised as being important for a high-performing workforce. People management no longer means filling a form at the yearly appraisal and a few friendly chats in the staff canteen. Spotting talent, motivating, coaching, giving feedback, and developing staff, are all constant, day-to-day activities. With HR departments focused on the bigger picture issues, and line managers actually managing the line, its vital these two functions understand each other. Thus the purpose of this paper is to examine the changing role and responsibilities of line manager, as well as possible implications of greater line manager involvement in HRD. Source: www. personneltoday. com The role of front line managers Front line managers are managers who are responsible for an employee or work group to a higher level of management. They are normally in the lower layers of the management hierarchy and the employees who report to them do not themselves have any managerial or supervisory responsibility (Hutchinson Purcell 2003). The people and performance research carried out by a team at Bath University found that front line managers played a pivotal role in terms of implementing and enacting HR policies and practices. They found that where employees feels positive about their relationship with their front line managers they are more likely to have higher levels of job satisfaction, commitment and loyalty which are associated with higher levels of performance or discretionary behaviour. Discretionary behaviour is defined as that which goes beyond the requirements of the job to give that extra performance which can boost the bottom line. Line managers also play the strongest part in structuring people’s actual experience of doing a job (Hutchinson Purcell 2003). The areas where front line managers make a significant difference to people management practices include: performance appraisal training, coaching and guidance employee engagement (involvement and communication) openness – how easy is it for employees to discuss matters with their front line manager work-life balance recognition – the extent to which employees feel their contribution is recognised. These are all areas where, although the process may be designed by HR, it cannot be delivered by HR. The front line manager role is crucial in a number of respects: in enabling the HR policies and practices, or bringing them to life in acting upon advice or guidance from HR in controlling the work flow by directing and guiding the work of others. However, line managers often have conflicting priorities and role overload. All managers need time to carry out their people management activities. The Bath research found that front line managers exercise a strong influence over the level of discretion that an individual has over how they do their job. Some managers can permit and encourage people to be responsible for their own jobs whereas others can stifle initiative through controlling or autocratic behaviour. To encourage the kind of discretionary behaviour from employees associated with higher performance, front line managers need to: build a good working relationship with their staff. They need to lead, listen, ask, communicate, be fair, respond to suggestions and deal with problems help and support employees to take more responsibility for how they do their jobs by coaching and guidance build effective teams. Many of the qualities and skills which are associated with higher quality front line management are around the behaviours of front line managers. It is not enough to educate front line managers in the behaviours required; organisations must also ensure they are developing the environment and culture in which front line managers are actively encouraged and permitted to exhibit the behaviours above. The Bath research found that organisations which had a strong shared culture with guiding principles for behaviour which were embedded into practice over time were more successful. To be good ambassadors of people management, line managers need, above all, self-confidence and a strong sense of their own security in the organisation. This, in turn, requires strong support and the appropriate training and development for those newly appointed in a line management role. Source: Chartered Institute of Personnel and Development UK Implications of greater line manager involvement in HRD The perception prevails that a number of benefits exist in using line managers as developers of people (Gibbs, 2003). The following key arguments for devolution of HRD to line managers are provided by different scholars: allowing HRD decisions to be tailored to the real needs and circumstances at the operational level; improving employee relationships and the work environment; enabling more effective decision making because of the shorter lines of communication, and others. The main advantages presented in the scientific literature are summarized and discussed below. Firstly, a line manager’s role is critical in creating and stimulating the appropriate work environment supportive for learning (Macneil, 2001). It requires the promotion of positive attitudes towards continuous learning, since learning is not something that happens only during formal classroom training activities, but it is an integral facet of everyday working life. A line manager is expected to encourage the individual or team to take responsibility for how they will manage their own learning processes. It should happen through the provision of various opportunities for learning, for instance organizing meetings between employees with similar experience, creating mentor and job rotation systems, coaching, and others. Secondly, the research confirms that usually line managers lack knowledge and competence in human resource management (Macneil, 2001). Therefore, greater line managers’ involvement in HRD activities may lead to a development and transformation of the managers themselves and they would become more competent in managing people. This can also positively contribute to broader organizational change. Thirdly, line managers can help to improve the quality of HRD interventions by closing the gap between organizational performance and individual performance (Macneil, 2001). Line managers, rather than HRD specialists, are very familiar with the business context and both organizational and individual learning needs; therefore they should be able to address the most pressing learning needs. They are closer to the daily operations and customers. This gives line managers unique knowledge concerning organizational realities and needs, which can inform their understanding of the important issues and possible knowledge gaps. Without a systematic training needs analysis linked to the performance appraisal process it is unlikely that HRD will make a meaningful strategic contribution to enhancing organizational effectiveness. Identifying training needs arising from strategic goals, new technology and changes in the work process and linking it with performance appraisal process then becomes critical at the operational level for which a line manager is responsible. Despite the arguments provided above, recent research has shown that delegating HRD responsibility carries a number of challenges and risks and line management involvement in HRD work is not without complications (Reddington, Williamson and Withers 2005). It has been confirmed that workloads of line managers may marginalize their efforts in developing employees and they may not be able to pay sufficient attention to employee development. Performance criteria and reward systems are more likely to consider business results, than a longer term people development role. The responsibility for HRD is not very often included among line manager’s performance objectives. Also, it might be difficult for line managers to play two opposing roles of assessor and coach. Moreover, line managers are not specialists in HRD and may lack confidence, knowledge and organizational support to assume the responsibility for HRD. Senior managers must be highly supportive in HRD role of line managers and an incentive system should be developed to motivate them. Furthermore, acting as a HRD facilitator demands a coaching management style, as opposed to a directive management style. Lack of coaching skills and insufficient line management motivation for this role is reinforced by findings that the least popular HRD delivery mechanisms include coaching and mentoring. This may be due to the large commitment of time and resources needed, yet these methods have consistently been emphasized as critical contribution to SHRD (Garavan, 1995). It is important to emphasize here that the devolvement of HRD activities to the line does not mean that traditional HRD function should vanish or be abolished. It is about increasing the role of line managers in HRD, but not about taking over the HRD function from the specialists. There is little reason to believe that line managers can be better developers than specialists’ trained in HRD (Gibbs, 2003). The role of HRD specialists is also changing. HRD specialists are liberated from routine administration and can focus on strategic and change management issues. They should be recognized as HRD advisors instead of merely HRD providers. This calls for a partnership between line management and HRD specialists. HRD specialists should be able to offer regular support to line managers helping them to analyze performance problems, assess learning needs, develop individual learning plans and develop their own coaching skills (Garavan, 1999). Conclusion The consensus of the above discussion indicates that all line managers are indeed HR managers and it is critical that they hone there HR skills in order to be effective enough to get the best out of his or her subordinates. However it is also important to keep in mind that a balance should be maintained between these HRD responsibilities and the other day to day responsibilities of a line manager. References Personneltoday personneltoday. com/articles/2008/03/07/44780/hr-and-line-managers-speaking-line-managers-language. html

Reading Disability

Reading Disability A reading disability is a type of learning disability caused by neurological factors that affect the ability of a child to read normally (Safford, 2006). Reading disabilities impair the ability of a person to read according to the expected level.Advertising We will write a custom essay sample on Reading Disability specifically for you for only $16.05 $11/page Learn More A reading disability is also referred to as dyslexia and can affect any child including those with normal levels of intelligence. Children with reading disabilities are faced with a lot of challenges when it comes to learning (Safford, 2006). Children with reading disabilities have persistent difficulties when it comes to using their decoding strategies and therefore completely rely on their whole memory for reading. This affects their fluency in reading and consequently their understanding of text becomes very difficult. Children with reading disabilities read slowly due to their difficultie s with spelling and phonological processing. The visual and verbal response of children with reading disability is also very poor and in the process affects their manipulation of sounds (Hatcher, 1999). The reading accuracy and comprehension of children is normally impaired by the reading disability and therefore affecting their academic life. Students with reading disabilities should be given extra time to complete assignments and examinations. Reading disabilities can be partially inherited or can be caused by physical damage to the brain (Hatcher, 1999). According to research findings, reading disabilities can be caused by gene mutations that lead to writing and reading deficits. Children with visual problems tend to experience reading disorders in many occasions compared to those without visual problems (Hatcher, 1999). The nervous system of a person is very important in coordinating the brain and visual processes.Advertising Looking for essay on education? Let's see if we can help you! Get your first paper with 15% OFF Learn More In case any of the brain and visual processes is interfered with, children are bound to have difficulties with their reading abilities. Children with language deficits may also experience difficulties when reading (Konza, 2006). Neurological difficulties and the impairment of sensory nerves are among the physiological factors that cause reading impairments (Konza, 2006). The reading success of parents is a fundamental hereditary factor that can cause reading disabilities. The intellectual environment created by parents plays a significant role in determining whether their children experience reading disabilities or not (Konza, 2006). Phonological processing and word recognition are in most cases influenced by genetics. Racial identification and other socioeconomic factors can influence the reading abilities of a child. The learning strategies used by learning institutions can also affect the ability of chi ldren to read and comprehend information (Torgesen, 2002). Regular practice is needed for students to sharpen and perfect their reading skills. Children with reading disabilities have certain characteristics that distinguish them from normal children (Torgesen, 2002). Identification of single words is the first difficulty that children with reading difficulties experience. Children with reading disabilities also find it difficult to understand rhymes and other sounds in words. This group of students also experience difficulties with spelling and comprehension of reading materials (Torgesen, 2002). Children with reading disabilities are always unable to read at a faster rate whether silently or orally. Children with reading disabilities may omit or substitute words when reading. The spoken language of children with reading disabilities is normally delayed and their written expression is also very poor. Reading disabilities makes children to be mixed up when it comes to directions and opposites. Decoding syllables is among the major challenges of children with reading disabilities (Konza, 2006).Advertising We will write a custom essay sample on Reading Disability specifically for you for only $16.05 $11/page Learn More Reversal of words is a common characteristic of children with reading disabilities. Associating syllables with specific sounds is another problem for children with reading disabilities. The functioning of brain hemispheres affects the reading speed of children. It is important to evaluate the reading abilities of children on a regular basis in order to diagnose any kind of reading disabilities as early as possible (Malmquist, 1958). It is important to consider the fact that reading disabilities are not related to low intelligence. The languages spoken at school and the child’s home are among the things considered when evaluating a child’s reading abilities. Cultural factors and educational opportunities also influence the reading abilities of children. It is possible for a child to compensate for a reading disorder through early intervention (Malmquist, 1958). The severity of a reading disability and the kind of help they receive determine whether the case can be improved or not. The self-esteem of children with reading disabilities is normally very low and the situation can become worse if teachers and the immediate family do not offer their support towards improving the child’s condition. It is possible to overcome a reading disorder if the condition is detected before the child reaches grade three (Konza, 2006). Children with reading disabilities may lack interest in learning activities which leads to poor academic performance. One of the best interventions for children with reading disabilities is to improve their word recognition skills (Konza, 2006). It is important for students with reading disabilities to learn how to recognize real words as the first step towards improv ing their reading abilities (Hatcher, 1999). Teachers should help this group of students to improve their word recognition skills to supplement their sound recognition skills. Phonemic awareness, word attack skills, phonics and decoding are some of the areas that this type of intervention aims at improving (Hatcher, 1999). Teachers and other professionals use direct instructions as the best method of teaching children with reading disabilities word recognition skills.Advertising Looking for essay on education? Let's see if we can help you! Get your first paper with 15% OFF Learn More Direct instructions involve repetition practices that ensure that the children completely perfect their word recognition skills. Regular practice is the key to improving word recognition skills for children with reading disabilities (Safford, 2006). The instructional components of improving word recognition skills include sequencing, segmentation and advanced organizers. The sequencing component involves breaking down reading tasks. This helps in matching students with the level of their reading disability. The teachers arrange for short sessions where students are able to read, review and underline new words in a passage. The second instructional component under this intervention is segmentation where the various skills being taught to students are broken down into segments for quick understanding of the reading tasks. Advanced organizers enable students to get familiar with the learning instructions in advance before the actual lessons (Safford, 2006). It is essential to improve t he comprehension skills of students as they learn how to recognize words. The reading program of children with reading disabilities should be constantly evaluated to ensure the programs deliver the expected results. Children with reading disabilities encounter a lot of challenges and should therefore be given some special attention when it comes to school assignments and examinations (Safford, 2006). It is important to accommodate this group of students for them to feel loved and appreciated. Students with reading disabilities can not compete at the same level with normal students. Their reading speed is slow and this should be compensated by allowing them some extra time to complete their assignments and examinations (Konza, 2006). The level of reading disability should be used to determine the amount of extra time that children with reading disabilities should be added. It would be very unfair and inhuman to expect children with reading disabilities to compete at the same level wi th normal children. According to research findings, children with visual problems have high chances of encountering problems in their reading. The extra time enables children with reading disabilities to understand questions at their speed and be able to answerer them according to their level (Konza, 2006). Children with reading disabilities end up not completing their assignments and examinations in a case where they are not given some extra time. Their reading and writing speed is very slow and therefore can not allow them to finish their assignments and examinations within the normal time (Konza, 2006). In conclusion, reading disabilities are a reality and parents in collaboration with teachers should look for ways of ensuring that children with this kind of disability are given enough support (Torgesen, 2002). Genetic and physiological factors are among the major causes of reading disabilities among children. It is important for parents and teachers to detect any kind of reading disabilities as early as possible so that proper measures can be taken to prevent the situation from getting worse. Helping students with reading disabilities to perfect their word recognition skills is among the basic interventions for children with reading disabilities (Torgesen, 2002). Children with reading disabilities should be given extra time in order to complete assignments and examinations because they can not compete at the same level with normal children (Hatcher, 1999). Accommodating children with reading disabilities helps in improving their self-esteem and academic performance. References Hatcher, P. (1999). Phonemes, rhymes, and intelligence as predictors of children’s responsiveness to remedial reading instruction: Evidence from a longitudinal intervention study. Journal of Experimental Child Psychology, 72(2), 130-153. Konza, D. (2006). Teaching students with reading difficulties. New York, NY: Cengage Learning Australia. Malmquist, E. (1958). Factors relate d to reading disabilities in the first grade of elementary school. New York, NY: Almqvsit Wiksell. Safford, P. (2006). Children with disabilities in America: A historical handbook and guide. New York, NY: Greenwood Publishing Group. Torgesen, J. (2002). The prevention of reading difficulties. Journal of School Psychology, 40(1), 7-26.

Human Resources Management in the Asia Pacific Essay

Human Resources Management in the Asia Pacific - Essay Example The region has, in fact, emerged as the world's largest consumer market" (Budhwar 2004). The enormous investment and business opportunities offered by Asia-Pacific to foreign entities have always been there. But the generally enigmatic character of this combined market initially discouraged many. MNCs, for example, used to find the Japanese market inhospitable, even impenetrable. As for China, the previous attitude of Saudi Arabia towards that country tells the whole story. Until the 1980s, observed the Brooking Institution in Washington, Saudi Arabia was unwilling to sell oil to China because of perceptions that it was a godless, revolutionary threat. Now, foreign investors and MNCs tread into the markets of all the Asia-Pacific countries on a welcome mat, such that the region has outflanked even EU as host to the most number of MNCs. But it would seem that MNCs have to sweat it out first to make their standard management and employment practices work in this region of widely divergent cultures. "The subject matter of our project is that international organizations are faced with the problem of providing people from differing cultural contexts with a working framework that enables successful co-operation. On the basis of original research, our intention is to extend the knowledge of the internal and external relationships of work groups in various cultural contexts. As co-operation processes play a central role in teams we focus on processes centred on co-operation in and between groups with teams understood as social systems which define themselves in relation to their organizational and social surroundings"(Brewster, Harris, 279: 1999). To understand the challenges inherent in this task, it would be helpful to take up a hypothetical case, say, a consultant assigned by an Australian-based MNC to prepare the ground for the company's foray into a joint venture with an Asia-Pacific market. The first thing to consider is that there is no existing HRM literature here, such that the concept may be new or non-existent in some regions. If these materials are available at all, companies in a particular country may be using different HRM systems. Thus, it is imperative that the MNC consultant develops a new HRM framework that factors in the employment systems being observed by the local company it intends to partner with. The management practices employed by both managers and non-management labour must be fused into this framework. For the purpose of our hypothesis, we pick China as target destination of the Australian MNC since this market exhibits many of the peculiarities of the Asia-Pacific economies. Like many countries in the region, China has responded to the clarion call for globalization by switching to a market economy. This called for the dismantling of state apparatus that planned and controlled the economy, which gave rise to such anomalies as high employment rates but low wages, high welfare and low productivity.  Ã‚  

Solar Power Industry Essay Example | Topics and Well Written Essays - 1000 words

Solar Power Industry - Essay Example The success of U.S oil production company, Shale, has caused various producers sleepless nights. GCC countries are greatly concerned with this ‘unhealthy’ trend that is hurting their economies badly. Augustine (2013, December 9) reports that many cities and countries in the GCC such as Doha, Qatar have undergone massive development due to high oil prices. This article piqued my interest as it focuses on the future and affects every country. Also, it spots various loopholes in the developing countries. Further,it proposes various measures that the young citizens of various developing countries should put to task to ensure their respective countries are at par with global standards in various sectors such as technology, education, and the service industry in the future. In an effort to explore the on-surface effects, as well as the extended market effect, I will explore various microeconomic concepts such as the theory of the firms, consumer theory, and the demand and supply side of the market. The ease with which new firms enter market imposes great threat to existing firms and the future of such industry (Perloff, 2011, p. 154). This can result to possible exit of other firms in the event a firm that enjoys great economies of scale engages in unhealthy business competition. Shale company successful positioning in the market due to high technology it employs in mining has made it increase its output with the current level of inputs. It experiences increase return to scale due to efficiency with which it conducts its operation. Consequently, it can decide to lower the prices of its product and this will impact negatively on the future of other firm, and various positions they hold in the market. A single firm’s action in a competitive market affects other firms. The global oil price is expected to fall below $100 a