Analyzing And Evaluation Modern Biographies About El Cid

Analyzing and Evaluation Modern Biographies about El Cid Modern biographies are often looked at by others as a reputable source of information when it comes to their subject of interest being hundreds of years old. Maybe it is because people today tend to believe whatever they are told or perhaps they see the title â€Å"Dr.† or â€Å" professor† pop up on the screen and put all of their trust in whatever that person is saying. However, that’s exactly the problem, whoever is holding the title of Dr. or professor is as equal a person like you or me, and sometimes we forget to hold them susceptible to error. With that said, when analyzing and evaluating the modern biographies of El Cid one has to remember that whoever is stating these facts has only ever studied or read the same information myself and a regular Joe Schmo could have read and studied. They are not privy to any information that can be proven true by Rodrigo Dà ­az de Vivar himself, as they cannot time travel back to medieval times and ask him to answer all of their questions. Because the people who created these modern biographies, only had the sources that were written on El Cid thousands of years ago to base their stories on, one has to question the validity of these modern biographies and how much they are willing to trust these sources just as they had to do the same for the written historical sources. El Cid (the movie), The Conquerors: El Cid (the documentary) and El Cid: The Making of a Legend, are the three modern

The Works Of The Renaissance Period - 823 Words

The artist I chose to write my descriptive criticism about is Michelangelo Buonarroti. I chose him because his style as an artist intrigues me and I wanted to get myself involved with more of his work. Michelangelo was born in Caprese, Italy in 1475 and died in Rome, Italy 1564 but buried in Florence . He is a well known sculptor painter, architect, and poet whom never married. The artist had many great works but there will be three in particular that has caught my eye that will be the focus of this paper. All of the pieces that I will be discussing are a part of the Renaissance period . The first piece that I will focus on is called Pieta (1499) in St.Peter s Basilica. This is a sculpture of what seems to be the virgin Mary and Jesus after he was crucified. This sculpture is a piece that was unique to me. As I looked at this piece it seemed in away almost life like but the way he sculpted Mary was bueatifully done. You can see the expression on her face and even the look of her ga rments that she wore were very detailed. I noticed the way this painting has a triangular approach. If u look from the top of her head where her veil starts to flow all the way to the floor or the feet of her son Jesus that is in the shape of the triangle. The picture shows so much emotion. It shows Jesus lifeless in his mothers arms. You can see fine details even little nail marks in his side. Exactly what does this sculpture portray I do not know but I do know that just fromShow MoreRelatedAnalysis of Da Vincis Work as Being Reflective and Definitive of the Renaissance Period948 Words   |  4 PagesLeonardo Da Vinci and the Renaissance Period Objective The objective of this work examines the how Leonardo Da Vincis work is reflective and definitive of the Renaissance period and as well, describes some of Da Vincis art. 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A Name Not Associated With the Herd free essay sample

As I sit in the front seat of a fast-moving schoolvan, I take a deep breath and ask myself, What is truly unique about me? How doesthat individuality affect the world? With a full bladder, I stew over thissoul-searching I was aware instantly that I had been changed. My body wasparalyzed with excitement and my eyes frozen with amazement as I focused on theobjects in front of me. It is rare that an experience so powerful occursat age three, but my path in life was chosen before I could tie my own shoes. Myfirst jaunt to the theater is something that has affected my views and life ingeneral profoundly. Even at three I was a fan of performing, albeit onlyin front of my fireplace. By this time I was a seasoned musical aficionado,having worn out my Annie videotape. After approximately thenine-hundredth viewing of the lovable orphans story, it seemed time for a newshow. The theater gods obviously agreed, as they sent the musicalCATS to Boston at just the right time. Dressed in bright whitetights and shiny black shoes, I remember anxiously walking up the crowded stairsto the mezzanine. As my family and I filed into our first-row seats, I could feelthe excitement building. I recall leaning over the banister so far I nearly fellonto the unsuspecting patrons below. The atmosphere captivated me. I was inlove. The orchestra started playing and the lights dimmed until we sat indarkness. I watched attentively as one by one the cats came out and froze inuncomfortable looking positions. I was utterly amazed at how still they were.When all the actors had assembled on stage, the singing began, and for the nexttwo hours I was in a daze. I marveled over Jenny Anydots and her team oftap-dancing beetles. I oohed and ahhhed at Mungojerrie and Rumpleteazersacrobatic antics, and I thoroughly enjoyed the inventive train the cats madeduring Skimbleshanks. In three-year-old fashion, however, I longedfor Old Deuteronomys ballad to cease, and the more entertaining songs torecommence. As the actors took their bows, I cheered and clapped until thelast cat had left the stage. As the theater became illuminated and people beganto exit, I started to cry. I was entirely willing to stay for the next show, butmy family did not share my enthusiasm. After that there was no turningback. My first instinct was to join the cast of CATS. I would sit infront of my mirror in odd positions for what seemed hours in order to prepare formy stage debut. I outgrew my desire to be a cat, but never my desire to bein that world of cats, ballerinas and make-believe. Now that the curtain iscoming down on Scene One of my life, I can see how important theater has been.That first experience opened my eyes to the reality that this world is made up ofsmaller worlds, including my favorite, the world of theater. I will be forevergrateful to CATS for being my introduction to the arts, and Ianticipate greatness as I search for a room to rent in that world of theater Iknow I am destined to be a part of. question. Well, hablo espanol andspriche sie Deutsch. Then again, so do others in search of an InternationalBusiness Degree. Umm, I vociferously abide by the statement, Communityservice fills the soul. Yes, but thousands of other college-bound studentsalso put a high value on that platitude. Unique? I envision myself as ambitious,yet social. Others see me as responsible, but overloaded. Teachers view me aspolitical, though artsy. Perhaps I am compa rable to a Shredded MiniWheat sweet, rebellious on one side, and adult, whole-grain goodness on theother. My list of activities is not necessarily what defines me as an individual.The memories, lessons and interests from my involvements are, I believe, whatdefine me as one of a kind. Besides, who answers the question of Why am I unique?on a full bladder? It is a well-developed ability of mine to swim in theRiver of Activity. Student Council, National Forensic League, and National HonorSociety require the Butterfly stroke. Creative juices flow as I swim theFreestyle in One-Act Play and Speech Team. Math Team and Golf Team definitelythe Backstroke. This metaphor may make obvious the fact that I was once acompetitive swimmer, as well as the fact that I have a diverse range ofinterests. I love swimming with new and interesting fish. Sometimes, I join anactivity or attend a convention simply because I want to expand my horizons. Itmay sound trite, but my curiosity is the most genuine part of mypersonality. Tenth grade was my first year as Student CouncilRepresentative, and Stephanie (long-time friend and council member) and I share agreat memory as Salvation Army bell-ringers during the holiday season. Asspirited sophomores, we stood in the entrance of K-Mart and serenaded thecustomers. Our song list was pretty extensive; whatever jingle we didnt know thewords to, we remedied with an abundance of humming, Santa hats and smiles.Without any shame, I admit my singing voice is terrible. In fact, when I signedup for chorus this year, I was politely advised to take an art class. When Ithink back, I remember a few people who looked at us like we were off our sleigh.Maybe we were. However, the majority of shoppers enjoyed our gratis concert andmade generous contributions. Our nations capitalistic agenda sometimesconceals the true meaning of the holidays. Instead of friendship and family, weget wrapped up in this seasons Ticklish Thomas or Potty Polly. If ever I getmaterialistically concerned, I cant let myself forget that there are familieswho cant afford to buy a turkey for their holiday. Maybe my out-of-tune singingwont bring enough money to feed the world, but my hometown is a goodstart. It is always a compliment when my friends remind me, Nicole,you are a nerd. I plead guilty; a great deal of my life is consumed byacademic institutions class, homework, class, extracurricular activities,class, thinking time, class, breathing time you get the idea. The presence ofsocial skills may not make me the number-one nerd candidate; still, I strive tokeep up my studious reputation. In the summer, I extend my nerd network by makingnew friends at leadership seminars and business camp. When I miss a day ofschool, it is not to play hooky, but to play Senator Soboleski or adelegate at Model United Nations. Yes, I do sometimes live a life ofrebellion. My busy, yet structured, lifestyle has paved the way to mygoals and future plans. Thankfully, gifts of spontaneity and zany friends havehelped retain my sanity that has allowed for my dedication to projects for thebenefit of my peers. Last year, I wrote a speech about teenage suicide. It was mymeans to reach the public about the dangers of depression. With startlingstatistics, actual stories and methods of prevention, more teens are now aware ofyouth suicide. Through my time of trial, and in times of smooth sailing, I mustalways remember my role as a youth ambassador. In between all my futuregoals, I would also like to publish a book. I already have specific plans. Duringa summer break, I will join a carnival. The plan gets more complex. It will be mymission to infiltrate the world of kiddy rides and dart games to understand, at apersonal level, what it is like to be on the other side of the ticket booth.Despite the fact that people can be quick to judge carnival workers, I haverespect for them, and an interest in their lifestyle. I can visualize myselftouring the country and learning the secret language of the carnival. My goal isthat this best-selling novel, titled Tilt-A-Whirl Toils: An In-Depth Look At theWorld of the Carnival, will awaken people to the realization that we are allhuman beings. Not one person has the prerogative to talk down to anyoneelse. The memories I will carry through my life, my personality and mybizarre combination of future plans make me the individual I am. Even if myresume looks similar to other applicants, at the top is the name of a girl uniquefrom the herd, Nicole Breanne S.

Marketing Study on Portable Water Cooler Essay Example

Marketing Study on Portable Water Cooler Essay Executive Summary Breeze Waters will introduce a bottled water cooler that is portable and easy to bring outdoors and will provide cool/cold water anytime, anywhere. The product’s main feature is its portability. Bottled water coolers are mostly indoors and are place in a fixed spot in vicinity. Our product will take on the mobility of users as the target market will be professional athletes that are always on the go in their trainings and game tours, and other professionals whose work are mostly on the field and access to a cool/cold water is limited to stores and offices. We are also taking advantage on the health benefits of cold water as a daily human need. The primary marketing objective is to achieve first year Philippine market share of one percent (1%) with unit sales of 1,000,000. The primary financial objectives are to achieve first year sales revenues of P5 million, keep the first year losses to less than 100000, and break even early in the middle of first year. I. Situation Analysis A water cooler is a device that cools water. It is generally broken up in two categories. First is the bottle-less or the point of use (POU) water coolers where the device is hooked to a water supply. Second is the bottled water coolers (BWC) that requires large bottles from vendors. In recent years, with increasing attacks from the environmental movement on bottled water in small plastic disposable bottles, water coolers has emerged an arguably the more environmentally friendly approach to dispensing bottled water. Market volumes for water coolers are holding steady, despite difficult market conditions. We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Whilst the overall market was stable, figures showed an increased bias in favor of POU coolers as against BWC. However this decline for BWCs is expected to slow over the coming year. Market value in 2009 had decreased since the peak experienced in 2005 but still showing some growth taking as a whole decade since 2001. Philippines market for water coolers had developed slowly since the 1990s, but aggressive cut-price competition has resulted in very low margins that are insufficient to offer quality delivery service to the consumers. Consumers mostly in the public sector felt it was best for staff working in large offices to have ready access to water and for this reason BWCs can provide a more flexible option. In the private sector, too, smaller companies and those, for example on construction sites, who need ready supply of water, choose the bottled variety. However, current market has not yet considered providing cool/cold water to workers that are always on the go and does not stay in an office for a long period of time, through the use of a BWC. To gain market share, Breeze Waters will focus its efforts on a specific target market bringing in the feature of portability as a value to be created in a growing market of water coolers. 1. Market Summary Breeze Waters’ market consists of professional fieldworkers (sales representatives, field auditors, surveyors, etc. ) and athletes who are always on the go and seldom stay inside an office or a building. After being on a field for a long period of time, these consumers would like a drink of cold water especially during hot and humid temperatures, and would find it more convenient if a cool/cold water is readily available. Exhibit A shows how Breeze Waters addresses some of the most basic needs of the target market in a cost-effective manner. The additional benefits like temperature adjuster, being cordless, and chic design of the product just enhances its appeal to the identified segments. Bottled water coolers are operated by either thermo-electric or compressor units. Thermo-electric units are silent and the most cost-efficient to operate but are not suitable for use in very hot environments. Compressor units, on the other hand, are extremely powerful and produce colder water, even in the highest temperatures. Both types can dispense cold, or room-temperature, depending on the particular brand and model. Exhibit A: Needs and corresponding Features/Benefits of Breeze Waters |Target Segment |Customer Need |Corresponding Feature/Benefit | |Professionals Clean and crisp cool water while on the go |Portable water cooler from 12 ounce to 1 liter | |Fieldworkers, |Â   |sizes. | | | | | |Athletes | | | | | |Stays cold for a longer period of time. | |Readily available whenever and wherever |Can be plugged in to any power source. | | |Cordless |Battery operated and rechargeable. | | |Adjust water temperature |Temperature adjuster based on the user | | | |preference. | [pic] 2. Market Demographics The profile for the typical Breeze Waters customer consists of the following geographic, demographic, and behavior factors: Geographics Breeze Waters will initially focus its effort of distribution in the Philippines, particularly in multinational and local companies that have employees engaged in field works such as pharmaceutical companies, heavy equipment companies and other organizations that invest heavily in marketing agents and sales representatives to sell their products. ? Breeze Waters will also cater to Philippine national and college/university sports teams particularly basketball and football. ? Total targeted population is 100,000 users in the first year of operations. Demographics ? There is an almost equal ratio between male and female users. The working group aged 22 to 35 will be the bulk of Breeze Waters products. They are mostly the age group that companies hire to be their sales representatives and/or agents. ? Part of Breeze Waters clientele will be the sports athletes both in university and national levels. This will comprise of users aged 17 to 21. Behavior Factors ? Users enjoy cold and crisp water anytime, anywhere especially after hours of working and/or practice/games. ? Users usually bring handy water containers when travelling long distances. ? Users are always on the go and are assigned to far flung areas where instant access to cold water is unlikely. Market Analysis | | | | | | | |Potential Customers |Growth |2013 |2014 |2015 |2016 |2017 | |Working group aged 22 to 35 |15% |50,000 |57,500 |66,125 |76,044 |87,450 | |Sports Athletes |Â   |Â   |Â   |Â   |Â   |Â   | | National |10% |35,000 |40,250 |46,288 |53,231 |61,215 | | Collegiate/University |5% |20,000 |23,000 |26,450 |30,418 |34,980 | |Other |3% |10,000 |11,500 |13,225 |15,209 |17,490 | |Total |33% |115,000 |132,250 |152,088 |174,901 |201,136 | 3. Market Needs Breeze Waters is providing the market with a handy water cooler that anyone can bring anytime and anywhere, and have a cold and crisp water at their beck and call. The c ompany seeks to fulfill the following benefits that are important to its customers: ? Portable/Mobile. Users can bring anywhere a water cooler to provide them with fresh and cold water anytime they want. ? Rechargeable. Permanent power source will not be needed always as the product runs through battery. Users can just bring spare batteries like for cell phones and digital cameras to continue usage of Breeze Waters. Adjustable Temperature. Users don’t just get cold water, they get the cold water they want. Drinkers of cold water have varying preference as to the degree of coldness in the water they are drinking. Some like it ice cold, some just like it chilled, and some like it depending on the weather. With this feature, Breeze Water is able to give the drinker the freedom to adjust the water’s temperature according to preference. 4. Market Trends Breeze Waters will differentiate itself from other similar products in the market in its portable and rechargeable feature . Research of the current market revealed that no product exists similar to Breeze Waters. Closest product to Breeze Waters is the typical water coolers that operate on a permanent power supply and smallest size cannot be conveniently put inside an average backpack or is too bulky to carry around. The water cooler market is composed of approximately 360,000 bottled water coolers. Over the last several years many bottled water cooler customers have migrated from bottled coolers to mains-fed plumbed-in. POU (mains-fed) water coolers now account for approximately 50% of the market. However, the migration from bottled to POU (mains-fed coolers) has all but ceased. Latest available data (2000 to 2013) showed that the total market will enjoy modest growth of 1% or 2% per annum over the next four years, with little or no change in the product mix between bottled and POU coolers. [pic] 5. Market Growth Using figures based on factual volume and financial data provided directly from members of British Water Cooler Association, the review contained some surprising results as it reported on the trends for Point of Use and Bottled Water Coolers over the last 5 years. There was a modest growth in bottled water coolers and a continuing reduction in the growth for mains fed water coolers, with improved margins for bottled coolers against plummeting margins for mains fed coolers. The same too can be expected in the Philippines as people are clamoring for clean water especially that not all places in the Philippines can provide clean water. Plus the need for cold water especially in areas without electricity is also high. Giving them the alternative of battery operated water coolers albeit in small sizes is more than welcome. [pic] 6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis Breeze Waters has several strengths on which to bank the product, but our major weakness is the lack of brand awareness and imaging due to little investment in marketing. The major opportunity for the product is its portability and mobility which is a feature that is yet to be tapped in the bottled water cooler market. A major threat on the other hand is that of the mass availability of substitutes like bottled waters that can easily be bought from stores. Strengths a. Portability/ Mobility Breeze water comes in tumbler-like sizes of twelve (12) ounces and one (1) liter that will be easier to bring or put inside a bag for the yuppies and sportsmen that are always on the go. b. Cordless ? Breeze Waters is a water cooler that is able to cool water from a portable power source (battery pack) without any cable or cord to limit its mobility. Furthermore, the user may opt to cool his beverage at the time of drinking which gives a crisp coolness to the water instead of cold water turned tepid due to long period of time being ignored. c. Rechargeable ? The portable power source that makes Breeze Waters portable is rechargeable. Users can bring as many battery packs as they can when travelling to continue easy access to a cool/cold water anytime, anywhere. d. Adjustable temperature ? Breeze Waters is capable of adjusting the cooling level of water depending on the desired coldness of the user. Weaknesses a. Lack of brand awareness ? Breeze Waters has no established brand or image as no similar products are yet available or/or known in the market. Brand awareness will be the primary goal of advertising in the early months after the product launch. b. Small sizes ? The product’s main feature is its portability and mobility which makes the size to be inherently small. Small sizing of Breeze Waters may not satisfy users as to the volume of water they can cool at one time anytime, anywhere. To counteract this weakness, we will emphasize on the value of Breeze Waters that good things come in small packages. Opportunities a. Growing market for water cooler industry ? Customers are becoming more demanding with regard to the look, features and service of water coolers whether in the office or on the go. b. Product is in the introduction phase of product life cycle ? Breeze Waters can be a pioneer brand in the classification of portable water coolers , and intellectual property may be established. Threats a. Varying substitute products ? Instead of bringing portable water cooler in the field, consumers may just go to any retail stores to buy bottled cold drinks and a wide array of choices are available. Breeze Waters have to intensify marketing of the advantages and benefits of a portable water cooler especially in far flung areas where cold water is hard to come by due to, for instance, the absence of electricity and commercial establishments. In such cases having a cold water to drink is a luxury- a luxury that Breeze Waters only can offer. b. Aggressive cut-price competition of water coolers in the Philippine market ? This resulted to very low margins that are insufficient to offer quality delivery service to the consumers. Breeze Waters’ objective of breaking even with the second-year sales is realistic, given the low margins in the Philippine market for water coolers. 7. Competition Research of the current market revealed the absence of product similar to Breeze Waters with regards to size and features. Hence, no direct competition can be identified. However, several substitutes exist as follows: a. Portable Insulated Water Cooler Jug ? Heavy duty construction resists dents and corrosion. Extra thick insulation keeps beverage hot or cold. Screw tight insulated lid. Interior lid vent for smooth pouring. Fast flow faucet for easy pouring. b. Bottled Beverages ? Any potable liquid substance contained in a bottle. Bottled drinks are not limited to water, it also includes soda, energy drinks and others. c. Tabletop Water Cooler Tabletop water dispenser offers both hot and cold water dispensing and thermoelectric cooling. Lightweight design includes durable ABS construction, push button faucets for hot and cold drinking water, a removable drip tray, built-in cup holder, and full LED display for all functions. Hot and cold water operations have separate on/off switches . 8. Product Offerings Breeze Waters offers the following standard features: ? Operates in an ion-based battery pack capable of easy recharging and replacement ? Temperature of water may be controlled depending on the user’s preference ? Handy- sizes of twelve (12) ounces and one (1) liter ? Chic and stylish First year sales revenues are projected at 1 million, based on 50,000 units of 12 ounces and 50,000 units of 1 liter, sold of Breeze Waters at a wholesale price of 500 and 1,000 respectively. Bigger sizes of Breeze Waters will be introduced in the second year and will be focusing on providing cold water to areas without electricity, as a direct competition of main stream water coolers operating through a permanent power source. 9. Distribution Breeze Waters will be distributed through a network of wholesalers and retailers in the top 100 Philippine markets. Among the most important channel partners being contacted are: ? Electronic specialty stores Breeze Waters will be included in featured electronic must haves of the season (summer). ? Appliance Centers Leading appliance centers in the country will carry Breeze Waters in stores, in catalogs and also on-line. ? Bottle fillers To line up with the traditional water coolers and dispensers, Breeze Waters will be included as a handy and chic version of water coolers now available in the market. ? Sports apparels stores Breeze Waters will be introduced as a better and permanent substitute to conventional water jugs and tumblers as workout companion. Distribution will initially be restricted in the Philippines, with appropriates sales promotion support. Expansion outside the Philippines will follow after target sales have been reached. 10. Keys to Success The key to success is being able to engage big companies and teams to contract with Breeze Waters. Through this, the company can establish niche and loyal customer base. As the target market of the product are athletes and field workers who usually travel places, bringing Breeze Waters with them will also serve as advertisement to places where regular publicity and promotions of Breeze Waters cannot reach. 11. Critical Issues As start-up business, Breeze Waters is still in the introduction stage. The critical issues for Breeze Waters are: ? Establish itself as the premier provider cordless and portable water cooler. ? Emerging microbial control issues in cooling water systems ? Constantly monitoring consumer satisfaction, ensuring that the growth strategy will not compromise service and satisfaction levels. II. MARKETING STRATEGY Breeze Waters will aggressively be courting sports apparel shops and bottle filling stores to intensify the product’s distribution to sportsmen/athletes and industry field workers, on the first phase after product launching. Being able to attach Breeze Waters to a popular sports person or team will be a good mode of advertising and publicity for the product. The same thing with the field workers, companies can add to their usual procurement Breeze Waters product for their field personnel and even to office based workers. Being able to contract with big companies will give a steady stream of sales for Breeze Waters at least as the product goes about the introduction stage. After launching Breeze Waters, it will join the season must haves of specialty electronic stores that will present Breeze Water products as personal collectibles, gift items and the likes. Finally, Breeze Waters will join other electronic appliances and conventional water coolers and dispensers in appliance centers nationwide. 1. Mission Breeze Waters mission is to provide cold and crisp water anytime, anywhere through a portable and cordless water cooler, chic and small enough to carry around or put inside an average backpack. 2. Marketing Objectives ? Maintain positive strong growth each quarter (notwithstanding seasonal sales patterns). ? Achieve a steady increase in market penetration. ? Achieve 1% market share in the water coolers market through unit sales of 1 million in the first 2 years of operation. 3. Financial Objectives ? Sales of to achieve first year sales revenues of P5 million. ? Keep the first year losses to less than 500,000. ? Break even early in the middle of first year. 4. Target Markets As mentioned in Exhibit A above, efforts will be focused to the field workers agents and sports people who spend most of their time outdoors. 5. Positioning For professionals on the go who like their cold and crisp cold water readily available anytime, anywhere. Unlike conventional water coolers, Breeze Waters are easy enough to carry around to give the drinker instant access to cold water without the need of a permanent power source. 6. Strategies The utmost objective is to become the pioneer of cordless water coolers available in the market, serving our fieldworkers and athletes in the outdoors where access to cold and clean water is limited to stores in a given area. The marketing strategy will seek to first create customer awareness concerning the offered product. Compared to other industries, the cooler industry has a significant opportunity to use marketing and PR to drive business forward. Small distributors will be tapped given their entrepreneurial expertise. Breeze Waters will be matched with the right markets (fieldworkers and athletes primarily), and the right players within the market. In addition, we like our brand to be perceived as the pioneer in the market that delivers innovative and state of the art water coolers at reasonable prices. 7. Marketing Program ? Pricing. This will be based on a per product retail price. Distribution. Breeze Waters will be introduced to four different channels: electronic specialty stores, appliance centers, bottle fillers, and sports apparel shops. ? Advertising and Promotion. Aside from collaborating with top companies and school and national sports team, promotions will come in small packages as smal l distributors especially in rural areas will also be utilized to widen the reach of the product. Aesthetics will also play an important role in Breeze Waters advertising, as consumers are naturally drawn to attractive things and the photography we will be using reflects the quality of the products and attention to detail we put into it. Customer Service. Perpetual warranty will be provided. Breeze Waters believes that products sale is not the end of the cycle. Customer satisfaction is constant and hence perpetual. 8. Marketing Research We need to cover two main elements of market research: ? Manufacturers. We need to know the market of manufacturers in the geographic area of our target market, including market trends and developments related to manufacturers of water coolers. ? Channel Marketing. We nee to know the trends in channel competition, emergence of new channels, economics, major competitors and substitutes, new technologies and major players in the target market. Being in the introduction stage, our research is mainly secondary research generated by keeping up with the media, including trade press, international association of water cooler companies and the Internet. We should quickly establish a strong filing system so that we can use the information that appears in secondary sources and catalog and organize for effective use later on. III. Financials The following sections will outline the important financial assumptions. Breeze Waters will address break-even analysis, sales forecast, expense forecast, and indicate how these activities link to the marketing strategy. 1. Break-even Analysis The Break-even Analysis indicates what is needed in monthly revenue to break even. Break-even Analysis |12 ounce |1 Liter | |Monthly Units to break-even |1,000 |500 | |Monthly Sales break-even | 500,000. 00 | 500,000. 00 | |Assumptions: |Â   |Â   | |Average per unit revenue |500 |1000 | |Average per unit variable cost |350 |700 | |Estimated monthly fixe d cost |150,000 |150,000 | 2. Sales Forecast Breeze Waters conservatively projected its sales. It will steadily increase sales as the advertising budget allows. Our sales will have a steady minimum increase of 10% per year both for the 12 ounces and 1 liter sizes of Breeze Waters. Sales Forecast |2013 |2014 |2015 |2016 |2017 | |Sales: | | | | | | |12 Ounce Breeze Waters | 6,000,000. 00 | 6,600,000. 00 | 7,260,000. 00 | 7,986,000. 00 | 8,784,600. 00 | |1 Liter Breeze Waters | 500,000. 00 | 550,000. 00 | 605,000. 00 | 665,500. 00 | 732,050. 00 | |Total Sales | 6,500,000. 00 | 7,150,000. 00 | 7,865,000. 00 | 8,651,500. 00 | 9,516,650. 0 | | | | | | | | |Direct Cost of Sales (70% of Sales) | | | | | |12 Ounce Breeze Waters | 4,200,000. 00 | 4,620,000. 00 | 5,082,000. 00 | 5,590,200. 00 | 6,149,220. 00 | |1 Liter Breeze Waters | 350,000. 00 | 385,000. 00 | 423,500. 00 | 465,850. 00 | 512,435. 00 | |Subtotal Cost of Sales | 4,550,000. 00 | 5,005,000. 00 | 5,505,500. 00 | 6,056,050. 00 | 6 ,661,655. 00 | 3. Expense Forecast The expense forecast will be used as a tool to keep Breeze Waters on target and provide indicators when corrections/modifications are needed for the proper implementation of the marketing plan. The same with monthly sales, expenses are also expected to grow at least by 10% each year and a steady contribution margin of 30% for five years. |Monthly Expense |2013 |2014 |2015 |2016 |2017 | |Payroll | 420,000. 00 | 462,000. 00 | 508,200. 00 | 559,020. 00 | 614,922. 00 | |Sales and Marketing Expense | 600,000. 00 | 660,000. 00 | 726,000. 00 | 798,600. 00 | 878,460. 00 | |Depreciation Expense | 60,000. 00 | 66,000. 00 | 72,600. 00 | 79,860. 00 | 87,846. 0 | |Leased Equipments | 144,000. 00 | 158,400. 00 | 174,240. 00 | 191,664. 00 | 210,830. 40 | |Utilities | 120,000. 00 | 132,000. 00 | 145,200. 00 | 159,720. 00 | 175,692. 00 | |Insurance | 24,000. 00 | 26,400. 00 | 29,040. 00 | 31,944. 00 | 35,138. 40 | |Taxes | 240,000. 00 | 264,000. 00 | 290,400. 00 | 319,440. 00 | 351,384. 00 | |Total Expenses | 1,608,000. 00 | 1,768,800. 0 | 1,945,680. 00 | 2,140,248. 00 | 2,354,272. 80 | | | | | | | | |Percentage of Sales |24. 74% |24. 74% |24. 74% |24. 74% |24. 74% | |Contribution Margin | 1,950,000. 00 | 2,145,000. 00 | 2,359,500. 00 | 2,595,450. 00 | 2,854,995. 00 | |Contribution Margin/Sales |30. 00% |30. 00% |30. 00% |30. 00% |30. 00% | IV. controls This plan is about implementation, introducing new and innovative products and making it better. It is worth nothing if not implemented. In this chapter we look at specific implementation programs, and the details that it takes to make it happen. ? Implementation. The following table and chart identify the key marketing programs. Dates and budget are clearly established. Point persons are informed of their main programs and they are on board with implementation We will be tracking plan vs. actual results for each of the programs and discussing them at our monthly meetings. The programs will be revised each year. This year’s plan includes only the programs to be implemented this year. Milestones |Â   |Â   |Â   |Â   | |Corporate Identity Revisions |3-Jan |5-Feb | 10,000. 00 |KMDM | |PR Development Quotes |20-Jan |22-Oct | 20,000. 00 |ACM | |Website Online |2-Jan |30-Mar | 55,000. 00 |KNDM | |Standard Page Brochure |3-Mar |30-Apr | 50,000. 00 |KNDM | |PR: Sponsorship in schoo l leagues |12-Jun |30-Sep | 350,000. 00 |ACM | |Targeted Advertising |16-Aug |15-Nov | 100,000. 0 |KMDM | |Athletes (collegiate/national) |16-Aug |15-Nov | 500,000. 00 |ACM | |Industry Fieldworkers |11-Sep |31-Dec | 300,000. 00 |ACM | |Press Release 1 |6-Jun |6-Jun | 5,000. 00 |KMDM | |Press Release 2 |1-Dec |1-Dec | 5,000. 00 |KMDM | ? Marketing Organization. Our Marketing Department is headed by Arnold C. Madrio, a seasoned marketer exposed in various marketing efforts brought about by his previous experiences in the field. We need the marketing department to maintain its professional integrity above and beyond the specific associates looking out for our marketing goals and implementing the marketing program as best fits our strategy. ? Contingency Planning. The most likely change in the marketing scheme is adding bigger sizes of Breeze Waters and introducing the same to a different market segment. We will be keeping a close eye on the market trends related to this plan. As of today, we expect we can develop our niche and focus without direct competition from the market with the same product specifications. Worst case scenario is that Breeze Waters cannot support itself on a going concern basis and having to liquidate equipment and intellectual capital to cover liabilities. Marketing Study on Portable Water Cooler Essay Example Marketing Study on Portable Water Cooler Essay Executive Summary Breeze Waters will introduce a bottled water cooler that is portable and easy to bring outdoors and will provide cool/cold water anytime, anywhere. The product’s main feature is its portability. Bottled water coolers are mostly indoors and are place in a fixed spot in vicinity. Our product will take on the mobility of users as the target market will be professional athletes that are always on the go in their trainings and game tours, and other professionals whose work are mostly on the field and access to a cool/cold water is limited to stores and offices. We are also taking advantage on the health benefits of cold water as a daily human need. The primary marketing objective is to achieve first year Philippine market share of one percent (1%) with unit sales of 1,000,000. The primary financial objectives are to achieve first year sales revenues of P5 million, keep the first year losses to less than 100000, and break even early in the middle of first year. I. Situation Analysis A water cooler is a device that cools water. It is generally broken up in two categories. First is the bottle-less or the point of use (POU) water coolers where the device is hooked to a water supply. Second is the bottled water coolers (BWC) that requires large bottles from vendors. In recent years, with increasing attacks from the environmental movement on bottled water in small plastic disposable bottles, water coolers has emerged an arguably the more environmentally friendly approach to dispensing bottled water. Market volumes for water coolers are holding steady, despite difficult market conditions. We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Whilst the overall market was stable, figures showed an increased bias in favor of POU coolers as against BWC. However this decline for BWCs is expected to slow over the coming year. Market value in 2009 had decreased since the peak experienced in 2005 but still showing some growth taking as a whole decade since 2001. Philippines market for water coolers had developed slowly since the 1990s, but aggressive cut-price competition has resulted in very low margins that are insufficient to offer quality delivery service to the consumers. Consumers mostly in the public sector felt it was best for staff working in large offices to have ready access to water and for this reason BWCs can provide a more flexible option. In the private sector, too, smaller companies and those, for example on construction sites, who need ready supply of water, choose the bottled variety. However, current market has not yet considered providing cool/cold water to workers that are always on the go and does not stay in an office for a long period of time, through the use of a BWC. To gain market share, Breeze Waters will focus its efforts on a specific target market bringing in the feature of portability as a value to be created in a growing market of water coolers. 1. Market Summary Breeze Waters’ market consists of professional fieldworkers (sales representatives, field auditors, surveyors, etc. ) and athletes who are always on the go and seldom stay inside an office or a building. After being on a field for a long period of time, these consumers would like a drink of cold water especially during hot and humid temperatures, and would find it more convenient if a cool/cold water is readily available. Exhibit A shows how Breeze Waters addresses some of the most basic needs of the target market in a cost-effective manner. The additional benefits like temperature adjuster, being cordless, and chic design of the product just enhances its appeal to the identified segments. Bottled water coolers are operated by either thermo-electric or compressor units. Thermo-electric units are silent and the most cost-efficient to operate but are not suitable for use in very hot environments. Compressor units, on the other hand, are extremely powerful and produce colder water, even in the highest temperatures. Both types can dispense cold, or room-temperature, depending on the particular brand and model. Exhibit A: Needs and corresponding Features/Benefits of Breeze Waters |Target Segment |Customer Need |Corresponding Feature/Benefit | |Professionals Clean and crisp cool water while on the go |Portable water cooler from 12 ounce to 1 liter | |Fieldworkers, |Â   |sizes. | | | | | |Athletes | | | | | |Stays cold for a longer period of time. | |Readily available whenever and wherever |Can be plugged in to any power source. | | |Cordless |Battery operated and rechargeable. | | |Adjust water temperature |Temperature adjuster based on the user | | | |preference. | [pic] 2. Market Demographics The profile for the typical Breeze Waters customer consists of the following geographic, demographic, and behavior factors: Geographics Breeze Waters will initially focus its effort of distribution in the Philippines, particularly in multinational and local companies that have employees engaged in field works such as pharmaceutical companies, heavy equipment companies and other organizations that invest heavily in marketing agents and sales representatives to sell their products. ? Breeze Waters will also cater to Philippine national and college/university sports teams particularly basketball and football. ? Total targeted population is 100,000 users in the first year of operations. Demographics ? There is an almost equal ratio between male and female users. The working group aged 22 to 35 will be the bulk of Breeze Waters products. They are mostly the age group that companies hire to be their sales representatives and/or agents. ? Part of Breeze Waters clientele will be the sports athletes both in university and national levels. This will comprise of users aged 17 to 21. Behavior Factors ? Users enjoy cold and crisp water anytime, anywhere especially after hours of working and/or practice/games. ? Users usually bring handy water containers when travelling long distances. ? Users are always on the go and are assigned to far flung areas where instant access to cold water is unlikely. Market Analysis | | | | | | | |Potential Customers |Growth |2013 |2014 |2015 |2016 |2017 | |Working group aged 22 to 35 |15% |50,000 |57,500 |66,125 |76,044 |87,450 | |Sports Athletes |Â   |Â   |Â   |Â   |Â   |Â   | | National |10% |35,000 |40,250 |46,288 |53,231 |61,215 | | Collegiate/University |5% |20,000 |23,000 |26,450 |30,418 |34,980 | |Other |3% |10,000 |11,500 |13,225 |15,209 |17,490 | |Total |33% |115,000 |132,250 |152,088 |174,901 |201,136 | 3. Market Needs Breeze Waters is providing the market with a handy water cooler that anyone can bring anytime and anywhere, and have a cold and crisp water at their beck and call. The c ompany seeks to fulfill the following benefits that are important to its customers: ? Portable/Mobile. Users can bring anywhere a water cooler to provide them with fresh and cold water anytime they want. ? Rechargeable. Permanent power source will not be needed always as the product runs through battery. Users can just bring spare batteries like for cell phones and digital cameras to continue usage of Breeze Waters. Adjustable Temperature. Users don’t just get cold water, they get the cold water they want. Drinkers of cold water have varying preference as to the degree of coldness in the water they are drinking. Some like it ice cold, some just like it chilled, and some like it depending on the weather. With this feature, Breeze Water is able to give the drinker the freedom to adjust the water’s temperature according to preference. 4. Market Trends Breeze Waters will differentiate itself from other similar products in the market in its portable and rechargeable feature . Research of the current market revealed that no product exists similar to Breeze Waters. Closest product to Breeze Waters is the typical water coolers that operate on a permanent power supply and smallest size cannot be conveniently put inside an average backpack or is too bulky to carry around. The water cooler market is composed of approximately 360,000 bottled water coolers. Over the last several years many bottled water cooler customers have migrated from bottled coolers to mains-fed plumbed-in. POU (mains-fed) water coolers now account for approximately 50% of the market. However, the migration from bottled to POU (mains-fed coolers) has all but ceased. Latest available data (2000 to 2013) showed that the total market will enjoy modest growth of 1% or 2% per annum over the next four years, with little or no change in the product mix between bottled and POU coolers. [pic] 5. Market Growth Using figures based on factual volume and financial data provided directly from members of British Water Cooler Association, the review contained some surprising results as it reported on the trends for Point of Use and Bottled Water Coolers over the last 5 years. There was a modest growth in bottled water coolers and a continuing reduction in the growth for mains fed water coolers, with improved margins for bottled coolers against plummeting margins for mains fed coolers. The same too can be expected in the Philippines as people are clamoring for clean water especially that not all places in the Philippines can provide clean water. Plus the need for cold water especially in areas without electricity is also high. Giving them the alternative of battery operated water coolers albeit in small sizes is more than welcome. [pic] 6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis Breeze Waters has several strengths on which to bank the product, but our major weakness is the lack of brand awareness and imaging due to little investment in marketing. The major opportunity for the product is its portability and mobility which is a feature that is yet to be tapped in the bottled water cooler market. A major threat on the other hand is that of the mass availability of substitutes like bottled waters that can easily be bought from stores. Strengths a. Portability/ Mobility Breeze water comes in tumbler-like sizes of twelve (12) ounces and one (1) liter that will be easier to bring or put inside a bag for the yuppies and sportsmen that are always on the go. b. Cordless ? Breeze Waters is a water cooler that is able to cool water from a portable power source (battery pack) without any cable or cord to limit its mobility. Furthermore, the user may opt to cool his beverage at the time of drinking which gives a crisp coolness to the water instead of cold water turned tepid due to long period of time being ignored. c. Rechargeable ? The portable power source that makes Breeze Waters portable is rechargeable. Users can bring as many battery packs as they can when travelling to continue easy access to a cool/cold water anytime, anywhere. d. Adjustable temperature ? Breeze Waters is capable of adjusting the cooling level of water depending on the desired coldness of the user. Weaknesses a. Lack of brand awareness ? Breeze Waters has no established brand or image as no similar products are yet available or/or known in the market. Brand awareness will be the primary goal of advertising in the early months after the product launch. b. Small sizes ? The product’s main feature is its portability and mobility which makes the size to be inherently small. Small sizing of Breeze Waters may not satisfy users as to the volume of water they can cool at one time anytime, anywhere. To counteract this weakness, we will emphasize on the value of Breeze Waters that good things come in small packages. Opportunities a. Growing market for water cooler industry ? Customers are becoming more demanding with regard to the look, features and service of water coolers whether in the office or on the go. b. Product is in the introduction phase of product life cycle ? Breeze Waters can be a pioneer brand in the classification of portable water coolers , and intellectual property may be established. Threats a. Varying substitute products ? Instead of bringing portable water cooler in the field, consumers may just go to any retail stores to buy bottled cold drinks and a wide array of choices are available. Breeze Waters have to intensify marketing of the advantages and benefits of a portable water cooler especially in far flung areas where cold water is hard to come by due to, for instance, the absence of electricity and commercial establishments. In such cases having a cold water to drink is a luxury- a luxury that Breeze Waters only can offer. b. Aggressive cut-price competition of water coolers in the Philippine market ? This resulted to very low margins that are insufficient to offer quality delivery service to the consumers. Breeze Waters’ objective of breaking even with the second-year sales is realistic, given the low margins in the Philippine market for water coolers. 7. Competition Research of the current market revealed the absence of product similar to Breeze Waters with regards to size and features. Hence, no direct competition can be identified. However, several substitutes exist as follows: a. Portable Insulated Water Cooler Jug ? Heavy duty construction resists dents and corrosion. Extra thick insulation keeps beverage hot or cold. Screw tight insulated lid. Interior lid vent for smooth pouring. Fast flow faucet for easy pouring. b. Bottled Beverages ? Any potable liquid substance contained in a bottle. Bottled drinks are not limited to water, it also includes soda, energy drinks and others. c. Tabletop Water Cooler Tabletop water dispenser offers both hot and cold water dispensing and thermoelectric cooling. Lightweight design includes durable ABS construction, push button faucets for hot and cold drinking water, a removable drip tray, built-in cup holder, and full LED display for all functions. Hot and cold water operations have separate on/off switches . 8. Product Offerings Breeze Waters offers the following standard features: ? Operates in an ion-based battery pack capable of easy recharging and replacement ? Temperature of water may be controlled depending on the user’s preference ? Handy- sizes of twelve (12) ounces and one (1) liter ? Chic and stylish First year sales revenues are projected at 1 million, based on 50,000 units of 12 ounces and 50,000 units of 1 liter, sold of Breeze Waters at a wholesale price of 500 and 1,000 respectively. Bigger sizes of Breeze Waters will be introduced in the second year and will be focusing on providing cold water to areas without electricity, as a direct competition of main stream water coolers operating through a permanent power source. 9. Distribution Breeze Waters will be distributed through a network of wholesalers and retailers in the top 100 Philippine markets. Among the most important channel partners being contacted are: ? Electronic specialty stores Breeze Waters will be included in featured electronic must haves of the season (summer). ? Appliance Centers Leading appliance centers in the country will carry Breeze Waters in stores, in catalogs and also on-line. ? Bottle fillers To line up with the traditional water coolers and dispensers, Breeze Waters will be included as a handy and chic version of water coolers now available in the market. ? Sports apparels stores Breeze Waters will be introduced as a better and permanent substitute to conventional water jugs and tumblers as workout companion. Distribution will initially be restricted in the Philippines, with appropriates sales promotion support. Expansion outside the Philippines will follow after target sales have been reached. 10. Keys to Success The key to success is being able to engage big companies and teams to contract with Breeze Waters. Through this, the company can establish niche and loyal customer base. As the target market of the product are athletes and field workers who usually travel places, bringing Breeze Waters with them will also serve as advertisement to places where regular publicity and promotions of Breeze Waters cannot reach. 11. Critical Issues As start-up business, Breeze Waters is still in the introduction stage. The critical issues for Breeze Waters are: ? Establish itself as the premier provider cordless and portable water cooler. ? Emerging microbial control issues in cooling water systems ? Constantly monitoring consumer satisfaction, ensuring that the growth strategy will not compromise service and satisfaction levels. II. MARKETING STRATEGY Breeze Waters will aggressively be courting sports apparel shops and bottle filling stores to intensify the product’s distribution to sportsmen/athletes and industry field workers, on the first phase after product launching. Being able to attach Breeze Waters to a popular sports person or team will be a good mode of advertising and publicity for the product. The same thing with the field workers, companies can add to their usual procurement Breeze Waters product for their field personnel and even to office based workers. Being able to contract with big companies will give a steady stream of sales for Breeze Waters at least as the product goes about the introduction stage. After launching Breeze Waters, it will join the season must haves of specialty electronic stores that will present Breeze Water products as personal collectibles, gift items and the likes. Finally, Breeze Waters will join other electronic appliances and conventional water coolers and dispensers in appliance centers nationwide. 1. Mission Breeze Waters mission is to provide cold and crisp water anytime, anywhere through a portable and cordless water cooler, chic and small enough to carry around or put inside an average backpack. 2. Marketing Objectives ? Maintain positive strong growth each quarter (notwithstanding seasonal sales patterns). ? Achieve a steady increase in market penetration. ? Achieve 1% market share in the water coolers market through unit sales of 1 million in the first 2 years of operation. 3. Financial Objectives ? Sales of to achieve first year sales revenues of P5 million. ? Keep the first year losses to less than 500,000. ? Break even early in the middle of first year. 4. Target Markets As mentioned in Exhibit A above, efforts will be focused to the field workers agents and sports people who spend most of their time outdoors. 5. Positioning For professionals on the go who like their cold and crisp cold water readily available anytime, anywhere. Unlike conventional water coolers, Breeze Waters are easy enough to carry around to give the drinker instant access to cold water without the need of a permanent power source. 6. Strategies The utmost objective is to become the pioneer of cordless water coolers available in the market, serving our fieldworkers and athletes in the outdoors where access to cold and clean water is limited to stores in a given area. The marketing strategy will seek to first create customer awareness concerning the offered product. Compared to other industries, the cooler industry has a significant opportunity to use marketing and PR to drive business forward. Small distributors will be tapped given their entrepreneurial expertise. Breeze Waters will be matched with the right markets (fieldworkers and athletes primarily), and the right players within the market. In addition, we like our brand to be perceived as the pioneer in the market that delivers innovative and state of the art water coolers at reasonable prices. 7. Marketing Program ? Pricing. This will be based on a per product retail price. Distribution. Breeze Waters will be introduced to four different channels: electronic specialty stores, appliance centers, bottle fillers, and sports apparel shops. ? Advertising and Promotion. Aside from collaborating with top companies and school and national sports team, promotions will come in small packages as smal l distributors especially in rural areas will also be utilized to widen the reach of the product. Aesthetics will also play an important role in Breeze Waters advertising, as consumers are naturally drawn to attractive things and the photography we will be using reflects the quality of the products and attention to detail we put into it. Customer Service. Perpetual warranty will be provided. Breeze Waters believes that products sale is not the end of the cycle. Customer satisfaction is constant and hence perpetual. 8. Marketing Research We need to cover two main elements of market research: ? Manufacturers. We need to know the market of manufacturers in the geographic area of our target market, including market trends and developments related to manufacturers of water coolers. ? Channel Marketing. We nee to know the trends in channel competition, emergence of new channels, economics, major competitors and substitutes, new technologies and major players in the target market. Being in the introduction stage, our research is mainly secondary research generated by keeping up with the media, including trade press, international association of water cooler companies and the Internet. We should quickly establish a strong filing system so that we can use the information that appears in secondary sources and catalog and organize for effective use later on. III. Financials The following sections will outline the important financial assumptions. Breeze Waters will address break-even analysis, sales forecast, expense forecast, and indicate how these activities link to the marketing strategy. 1. Break-even Analysis The Break-even Analysis indicates what is needed in monthly revenue to break even. Break-even Analysis |12 ounce |1 Liter | |Monthly Units to break-even |1,000 |500 | |Monthly Sales break-even | 500,000. 00 | 500,000. 00 | |Assumptions: |Â   |Â   | |Average per unit revenue |500 |1000 | |Average per unit variable cost |350 |700 | |Estimated monthly fixe d cost |150,000 |150,000 | 2. Sales Forecast Breeze Waters conservatively projected its sales. It will steadily increase sales as the advertising budget allows. Our sales will have a steady minimum increase of 10% per year both for the 12 ounces and 1 liter sizes of Breeze Waters. Sales Forecast |2013 |2014 |2015 |2016 |2017 | |Sales: | | | | | | |12 Ounce Breeze Waters | 6,000,000. 00 | 6,600,000. 00 | 7,260,000. 00 | 7,986,000. 00 | 8,784,600. 00 | |1 Liter Breeze Waters | 500,000. 00 | 550,000. 00 | 605,000. 00 | 665,500. 00 | 732,050. 00 | |Total Sales | 6,500,000. 00 | 7,150,000. 00 | 7,865,000. 00 | 8,651,500. 00 | 9,516,650. 0 | | | | | | | | |Direct Cost of Sales (70% of Sales) | | | | | |12 Ounce Breeze Waters | 4,200,000. 00 | 4,620,000. 00 | 5,082,000. 00 | 5,590,200. 00 | 6,149,220. 00 | |1 Liter Breeze Waters | 350,000. 00 | 385,000. 00 | 423,500. 00 | 465,850. 00 | 512,435. 00 | |Subtotal Cost of Sales | 4,550,000. 00 | 5,005,000. 00 | 5,505,500. 00 | 6,056,050. 00 | 6 ,661,655. 00 | 3. Expense Forecast The expense forecast will be used as a tool to keep Breeze Waters on target and provide indicators when corrections/modifications are needed for the proper implementation of the marketing plan. The same with monthly sales, expenses are also expected to grow at least by 10% each year and a steady contribution margin of 30% for five years. |Monthly Expense |2013 |2014 |2015 |2016 |2017 | |Payroll | 420,000. 00 | 462,000. 00 | 508,200. 00 | 559,020. 00 | 614,922. 00 | |Sales and Marketing Expense | 600,000. 00 | 660,000. 00 | 726,000. 00 | 798,600. 00 | 878,460. 00 | |Depreciation Expense | 60,000. 00 | 66,000. 00 | 72,600. 00 | 79,860. 00 | 87,846. 0 | |Leased Equipments | 144,000. 00 | 158,400. 00 | 174,240. 00 | 191,664. 00 | 210,830. 40 | |Utilities | 120,000. 00 | 132,000. 00 | 145,200. 00 | 159,720. 00 | 175,692. 00 | |Insurance | 24,000. 00 | 26,400. 00 | 29,040. 00 | 31,944. 00 | 35,138. 40 | |Taxes | 240,000. 00 | 264,000. 00 | 290,400. 00 | 319,440. 00 | 351,384. 00 | |Total Expenses | 1,608,000. 00 | 1,768,800. 0 | 1,945,680. 00 | 2,140,248. 00 | 2,354,272. 80 | | | | | | | | |Percentage of Sales |24. 74% |24. 74% |24. 74% |24. 74% |24. 74% | |Contribution Margin | 1,950,000. 00 | 2,145,000. 00 | 2,359,500. 00 | 2,595,450. 00 | 2,854,995. 00 | |Contribution Margin/Sales |30. 00% |30. 00% |30. 00% |30. 00% |30. 00% | IV. controls This plan is about implementation, introducing new and innovative products and making it better. It is worth nothing if not implemented. In this chapter we look at specific implementation programs, and the details that it takes to make it happen. ? Implementation. The following table and chart identify the key marketing programs. Dates and budget are clearly established. Point persons are informed of their main programs and they are on board with implementation We will be tracking plan vs. actual results for each of the programs and discussing them at our monthly meetings. The programs will be revised each year. This year’s plan includes only the programs to be implemented this year. Milestones |Â   |Â   |Â   |Â   | |Corporate Identity Revisions |3-Jan |5-Feb | 10,000. 00 |KMDM | |PR Development Quotes |20-Jan |22-Oct | 20,000. 00 |ACM | |Website Online |2-Jan |30-Mar | 55,000. 00 |KNDM | |Standard Page Brochure |3-Mar |30-Apr | 50,000. 00 |KNDM | |PR: Sponsorship in schoo l leagues |12-Jun |30-Sep | 350,000. 00 |ACM | |Targeted Advertising |16-Aug |15-Nov | 100,000. 0 |KMDM | |Athletes (collegiate/national) |16-Aug |15-Nov | 500,000. 00 |ACM | |Industry Fieldworkers |11-Sep |31-Dec | 300,000. 00 |ACM | |Press Release 1 |6-Jun |6-Jun | 5,000. 00 |KMDM | |Press Release 2 |1-Dec |1-Dec | 5,000. 00 |KMDM | ? Marketing Organization. Our Marketing Department is headed by Arnold C. Madrio, a seasoned marketer exposed in various marketing efforts brought about by his previous experiences in the field. We need the marketing department to maintain its professional integrity above and beyond the specific associates looking out for our marketing goals and implementing the marketing program as best fits our strategy. ? Contingency Planning. The most likely change in the marketing scheme is adding bigger sizes of Breeze Waters and introducing the same to a different market segment. We will be keeping a close eye on the market trends related to this plan. As of today, we expect we can develop our niche and focus without direct competition from the market with the same product specifications. Worst case scenario is that Breeze Waters cannot support itself on a going concern basis and having to liquidate equipment and intellectual capital to cover liabilities.

10 Facts About the Element Iodine (Atomic Number 53 or I)

10 Facts About the Element Iodine (Atomic Number 53 or I) Iodine is element 53 on the periodic table, with element symbol I. Iodine is an element you encounter in iodized salt and some dyes. A small amount of iodine is essential for nutrition, while too much is toxic. Here are facts about this interesting, colorful element. The Name Iodine comes from the Greek word iodes, which means violet. Iodine vapor is violet-colored. The element was discovered in 1811 by French chemist Bernard Courtois. Courtois discovered iodine by accident while he was making saltpeter for use in the Napoleonic Wars. Making saltpeter required sodium carbonate. To get sodium carbonate, Courtois burned seaweed, washed the ash with water, and added sulfuric acid to remove contaminants. Courtois discovered adding an excess of sulfuric acid produced a cloud of purple vapor. While Courtois believed the vapor was a previously unknown element, he couldnt afford to research it, so he offered samples of the gas to his friends, Charles Bernard Desormes and Nicolas Clement. They characterized the new material and made Courtois discovery public. Isotopes Many isotopes of iodine are known. All of them are radioactive except for I-127, which is the only isotope found in nature. Because there is only one natural isotope of iodine, its atomic weight is precisely known, rather than an average of isotopes like most elements. Color and Other Properties Solid iodine is blue-black in color, with a metallic sheen. At ordinary temperatures and pressures, iodine sublimates into its violet gas, so the liquid form is not seen. The color of iodine follows a trend seen in the halogens: they appear progressively darker as you move down the group of the periodic table. This trend happens because the wavelengths of light absorbed by the elements increases due to the behavior of the electrons. Iodine is slightly soluble in water and more soluble in nonpolar solvents. Its melting point and boiling point are the highest of the halogens. The bond between atoms in the diatomic molecule is the weakest in the element group. Halogen Iodine is a halogen, which is a type of non-metal. It is located beneath fluorine, chlorine, and bromine on the periodic table, making it the heaviest stable element in the halogen group. Thyroid The thyroid gland uses iodine to make the hormones thyroxine and triiodotyronine. Insufficient iodine leads to development of a goiter, which is a swelling of the thyroid gland. Iodine deficiency is believed to be the leading preventable cause of mental retardation. Excessive iodine symptoms are similar to those of iodine insufficiency. Iodine toxicity is more severe if a person has a selenium deficiency. Compounds Iodine occurs in compounds and as the diatomic molecule I2. Medical Purpose Iodine is used extensively in medicine. However, some people develop a chemical sensitivity to iodine. Sensitive individuals may develop a rash when swabbed with tincture of iodine. In rare cases, anaphylactic shock has resulted from medical exposure to iodine. Food Source Natural food sources of iodine are seafood, kelp and plants grown in iodine-rich soil. Potassium iodide often is added to table salt to produce iodized salt. Atomic Number The atomic number of iodine is 53, meaning all atoms of iodine possess 53 protons. Commercial Source Commercially, iodine is mined in Chile and extracted from iodine-rich brine, notably from the oilfields in the US and Japan. Prior to this, iodine was extracted from kelp. Iodine Element Fast Facts Element Name: IodineElement Symbol: IAtomic Number: 53Atomic Weight: 126.904Group: Group 17 (Halogens)Period: Period 5Appearance: Metallic blue-black solid; violet gasElectron Configuration: [Kr] 4d10  5s2  5p5Melting Point: 386.85  K  Ã¢â‚¬â€¹(113.7  Ã‚ °C, ​236.66  Ã‚ °F)Boiling Point: 457.4  K ​(184.3  Ã‚ °C, ​363.7  Ã‚ °F) Sources Davy, Humphry (1 January 1814). Some Experiments and Observations on a New Substance Which Becomes a Violet Coloured Gas by Heat. Phil. Trans. R. Soc. Lond. 104: 74. doi:10.1098/rstl.1814.0007Emsley, John (2001). Natures Building Blocks (Hardcover, First ed.). Oxford University Press. pp. 244–250. ISBN 0-19-850340-7.Greenwood, Norman N.; Earnshaw, Alan (1997). Chemistry of the Elements (2nd ed.). Butterworth-Heinemann. ISBN 0-08-037941-9.Swain, Patricia A. (2005). Bernard Courtois (1777–1838) famed for discovering iodine (1811), and his life in Paris from 1798 (PDF). Bulletin for the History of Chemistry. 30 (2): 103.Weast, Robert (1984). CRC, Handbook of Chemistry and Physics. Boca Raton, Florida: Chemical Rubber Company Publishing. pp. E110. ISBN 0-8493-0464-4.

Sozial Classes in England essays

Sozial Classes in England essays The development of the English class Society A class is a group of people within a society who possess the same socio nomic status. (www.britannica.com) Class is defined by, for example, the behaviour, marriage and the rights and obligations between a certain group of people. Castes, possession and status are historically seen much older than the social phenomenon class. In 1688 Gregory King divided English society into twenty-six ranks and degrees. Classes did not emerge until there was a division of labour in society. The word class first came up during the Industrialisation and was created by Karl Marx. Marx divided society into three groups of people, the aristocracy, bourgeoisie and the proletarian masses. Also called the upper class, middle class and working class. Long before the Industrial Revolution successful men of business, politics and the professions had become part of the aristocracy. The generation between 1920 and 1950 saw a more rapid social change than any other British generation before. It was a silent transformation which was brought out by reforms. The main aims were the distribution of income, social security and equality of opportunities. The power of the old ruling class began to dissappear long before 1920.The generation of that time saw its collapse. Between 1914 and 1918 Britain spent as much money as it spent in the two centuries before and owed the United States a lot of money. In consequence heavy taxes were imposed and the rich had to give up their wealth to the state. In 1922 the aristocratic families were still well off but the workers movement started becoming a political force. One by one the ancestral homes which had for so long been the pride of England were sold and some of them were turned into hospitals, schools and similar other institutions. By 1950 only a few of the great country houses were left in the original use. In 1930 the major...

Role of Accreditation in Healthcare Essay Example | Topics and Well Written Essays - 500 words

Role of Accreditation in Healthcare - Essay Example Research shows that accredited health facilities offer a high level of patient care and service than unaccredited institutions. In essence therefore, by accrediting health facilities, government and registered healthcare accreditation bodies are offering patients with a map on where and where not to seek treatment. Without accreditation, people seek healthcare services would easily fall for quacks, and in the process endanger their health. The second role of accreditation is that it acts as a basis for protecting and fighting for patient rights (Manley et al, 2008). What this means is that in case health provision goes wrong and harms a patient’s health, the patient has a basis for seeking legal redress. For instance, a patient can seek legal help through the accreditation body. Alternatively, the patient can enjoin the accreditation body, when seeking legal redress from an accredited healthcare organization. Without accreditation and clear cut rules on how healthcare facilities should handle their patients, it would be difficult for a patient to seek legal redress in case something goes wrong. This is because; there would be no set benchmarks against which, health care service is measured against. The third role of accreditation in healthcare is statistics, budgeting and government fiscal planning. What this means is that through accreditation, the government is able to collect variable data on the current status of the healthcare sector (Sears et al, 2015). For instance, the government can easily collect data from accredited institutions on the prevalence of lifestyle diseases like diabetes. It can then act on such data and come up with measures for combating such diseases. Without accreditation, it would be difficult to know how many healthcare facilities are in operation leave alone collect valuable healthcare data from them.

Information Assurance perspective on cloud ERP solution implementation Term Paper

Information Assurance perspective on cloud ERP solution implementation for Lesley Stowe Fine Foods (LSFF) - Term Paper Example Implementation of cloud ERP solution is a viable option for the enterprise; however, its implementation needs to meet information assurance objectives. Many variables like risks and values exist within any cloud program or opportunity that influences the perspective of the adopted cloud application be it from a business or risk perspective (Information Systems Audit and Control Association, 2011). Nevertheless, the enterprise needs to weigh the variables in order to decide if cloud ERP is the appropriate solution. Clearly, for LSFF to support future business development, the enterprise needs to enhance its IS and IT infrastructure while ensuring it does not incur huge expenses on expensive software and hardware licenses (Compeau& Scott, 2013). Many of these values and risks that affect information assurance in cloud computing vary and include the form of cloud service model, robustness of the existing enterprise IT operations, the prevailing level of business risk acceptance in the e nterprise and the risk from the cloud service provider (Information Systems Audit and Control Association, 2011). Through the cloud ERP solution, LSFF incorporates the value-adding solution to the enterprise by changing its perspective through IA in order to enhance competitive advantage for the business. The paper evaluates the comprehensive concept of IA offered by the cloud ERP solution to ensure that IS serves LSFF’s transactional needs like operational capability and transformational needs like rapid adaptation, innovation and knowledge management. Over the past 10 years, LSFF witnessed phenomenal growth, which in return had implications on the information systems and IT. Although during this period, rainforest Crisps, which was the enterprise’s core product, was available in more than 4,000 outlets across North America, LSFF’s distribution of the product in US was limited. In addition, even though the enterprise in 2010 moved to a large-scale manufacturing location

Case Study-Cross Culture Management Course Term Paper

Case Study-Cross Culture Management Course - Term Paper Example There are various sources of innovation. Those are both internal and external sources of innovation as identified from the case study. The most prominent internal sources of innovation are incongruities, unexpected occurrences, industry and market changes and process needs. The opportunities that are present outside the organization in its social as well as intellectual environment are changes in the perception, new knowledge and demographic changes. The case study also explains the various principles of the innovation. The purposeful and systematic innovation starts by analyzing the sources of the new opportunities. Innovation requires knowledge, ingenuity and focus. It has been derived from the case study that because of entrepreneurial initiatives have always augmented the practice of innovation. Application of the Concepts Leaders and the managers play a vital role in the cross cultural management. The main problem that has been found in the case study is related to the term inno vation. The companies don’t have the kind of culture that is required by the innovators to be successful when thinking of innovating. The culture has an adverse influence on the management.

Analyzing What Boudicca Is

Analyzing What Boudicca Is Though the primary sources on Boudicca are fragmentary and limited, it can still be ascertained that she played a major role in the revolt of the Iceni against the mighty foreign power of Rome. Throughout history powerful men have been viewed as threatening, but powerful women such as the late queen of the Iceni are often seen as awe-inspiring. Owing to Boudiccas mistreatment and bravery she rose up against the Roman Invasion endeavouring to seek vengeance and in doing so shaped European history. Boudicca, one of historys most powerful women, suffered rape only vicariously as a mother, but her revenge destroyed thousands. The rebellion of Boudicca has an established and monumental place in British history. Her ability to recruit a brutal Celtic army and massacre thousands in her revolt displays her courage and determination as a leader. The character of this woman and the events of her life, contribute immensely to her importance in history. While over time she has been viewed by dif ferent perspectives, she is most commonly seen as the obvious; a queen, mother, wife and survivor. Boudiccas revolt against the Romans was initially shaped by misfortunes brought upon her life and her family. Among ancient Celts, women were equal to men and held a number of well established rights. Consequently, when Boudiccas husband, Prasutagus, King of the Iceni tribe met his death in 60 AD, Boudicca took her assumed role as Leader and queen. Her husbands will outlined Boudiccas inheritance of the tribe and its land yet the Romans considered this practise illegal and demanded she hand over her wealth and territories. The injustice of such a demand resulted in Boudiccas strong refusal which ultimately led to her arrest, flogging and then the public brutalisation and rape of her two young daughters. Tacitus, senator and historian of the Roman Empire depicted the event in his work, The Annals. He states, His kingdom was plundered by centuries his wife Boudicca was scoured and his daughters outrage. All the chief men of the Iceni as if Rome had received the whole country as a gift, were stripped of their ancestral possessions, and the kings relatives were made slaves.(http://classics.mit.edu/Tacitus/annals.html). This prominent historian outlines significantly the atrocious actions of the Roman Empire and mistreatment of the Royal Family and its tribe. Manifestly, after the assault to her children, her family and her kingdom, it was time to seek vengeance. Boudicca triumphed as courageous female leader and despite the fragmentary nature of sources; there is strong historical evidence which depicts her heroic qualities. In the case of Boudicca, the public lashing she received and the rape of her daughters was a calculated political move on the part of the offending Romans, whose intent was to show the Celts their helplessness against the conquerors. For years Celtic tribes had suffered under roman domination and taxation. They had been driven off their own land and subject to lives as slaves and prisoners. After suffering yet enduring such great offences, Boudicca recruited neighbouring Celtic tribes which without a doubt strongly supported the revolt. Tacitus articulated that even neighbouring tribes which had not yet been cowed by slavery agreed in secret conspiracy to reclaim Celtic freedom. (Annals, 14,31). Cassius Dio, a Roman historian, could not overlook the magnanimity of Boudicca as he romantically depicts her in his literature when he displayed, She was huge of frame, terrifying of aspect, and with a harsh voice. A great mass of bright red hair fell to her knees: she wore a twisted Torc, and a tunic of any colours, over which was a thick mantle, festered by a broach. Now she grasped a spear to strike fear into all that watched her.(www.unc.edu). Without question, Boudiccas larger than life reputation, courageous persona and frightening stance was clearly recognised and depicted strongly in Roman history. Her ability to inspire support from neighbouring tribes in her vengeance in seeking to revolt made her a leader in her own right. Her final speech to her army, retold by Tacitus, displays the motivations of the Celts. Boudicca stated, Roman lust has gone so far that not our very person, nor even age or virginity, are left unpolluted If you weigh well the strength of the armies, and the causes of the war, you will see that this battle you must conquer or die. This is a womens resolve; as for men, they may live and be slaves, and captive.(www.unc.edu). Boudicca expresses that she would rather die than let herself and her tribe fall under the control of the Roman Empire. It is articulated that Boudicca saw the battle as life or death and that women will fight to the very end in the name of vengeance. Despite the fragmentary nature of the sources surrounding Boudicca, it is still evident that her efforts to build and motivate her army display her impact and inspiring leadership qualities. After the rape of her daughters, her own lashing and the outright theft of Iceni lands, Boudicca inspired an army of some 100,000 to break out from the oppression of the Roman Empire. Those who rose up against the Romans were few and far between. Perhaps the most significant factor is that the Roman Legions were far away from the Iceni Lands when the uprising occurred. Roman Governor Suetonius and his army were on the island of Mona and his march would take considerable time to intercept Iceni plans. Consequently, Camulodunum, Romans centre of rule, was attacked by Boudiccas troops and burnt to the ground. With little resistance in Boudiccas path, her army marched on to Londinum which suffered largely the same result as Camolodunum. Boudiccas army slaughtered the Roman people mercilessly. Inspired by vengeance the army marched on. Governor Suetonius described by Tacitus as an officer of distinguished merit, received news of the revolt and gathered 10,000 legionaries and marched them to stop Boudicca in her path of destruction. The exact location of the final battle is unknown but Boudiccas tribe were confident in their triumph against such a small Roman army. What the Iceni army did not have was militaristic training like the Roman soldiers did. Suetonius positioned his army on a hill leaving Boudiccas army to fight uphill, tired and hungry. Cassisus Dio described the Iceni as a swelling army in a battle that lasted all day with Boudicca sending wave after wave of Celts. (www.womenshistory.about.com) Tacitus gives an account of the final battle and tells of the women running around frantically, hair wild, naked and screaming, The Celtic chief was adorned to barbaric splendour with highly ornamental shields of armour. (www.conquest.caeraustralias.com.au) Boudicca was again presented in a heroic light yet her tribe was depicted as unhuman and unsophisticated. This is evident bias as the Romans stood for order and military discipline. Consequently, Boudiccas army were brutally defeated. Boudicca escaped with her daughters and it is believed that they ended their lives with poison to escape punishment and having to submit to the hands of Roman Rule. The Celtic tribes were hopelessly outmatched in militaristic methods yet they represented tradition and religion. Boudicca led a rebellion which literally and metaphorically set Roman Britain ablaze, but in doing so guaranteed the destruction of her people. Regardless of the fragmentary nature of the sources, Boudiccas influence is clear yet her fame in British and Roman history somewhat outweighs her achievements. Cassius Dio expresses the impact of Boudiccas revolt as he highlights, A terrible disaster occurred in Britain, Two cities we sacked, eighty thousand of the Romans and their allies perishedMoreover, all this ruin was brought upon the Romans by a women, a fact which in itself caused them the greatest shame. (M.J.Trow, 2005). Boudicca had clearly made a significant impact, but perhaps the most history making aspect of the revolt was the simple fact that its leader, Boudicca, was a female. Cassius continued to make reference to Boudiccas gender as he articulated that she possessed greater intelligence than what often belongs to a woman. (S.Busby, 2006). The shock to the Romans that a woman caused such a large uprising was evident and contributed greatly to her eminence. In contemporary times, Boudicca, warrior Queen of Iceni, is regarded as a heroine, a leader who stood her ground against foreign invasion. The misfortunes brought upon Boudicca and her tribe resulted in her vengeful seeking war against the Romans. The significant events which destroyed thousands of Romans, is a clear exemplar of her courage and leadership qualities. Despite fragmentary sources she rose as a strong female leader recruiting an outsized army. Her gender along with her achievements contributed immensely to her eminence and important place in history. Her name and history will constantly serve as a brutal yet remarkable reminder of Britains past.

Education. Why or Why not? Essay

Education, define as the art of systemic learning inspire every one of us, and educated human beings are able to possess the power of influence in academic discourses. If there’s no input, then there will be no output, and believe it or not, education allows people to be creative and innovative in developing our digital world. Generation after generation, the medium of providing education has improved in using interactive technology such as – digital projector, high-speed laboratory camera, multi-function writing board and etc. â€Å"If we can match highly effective educators with great entrepreneurs†, admits Joane Wesis, the author of â€Å" The Innovation Mismatch: â€Å" Smart Capital† and Education Innovation, â€Å"and if we can direct smart capital toward these projects, the market for technological innovation might just spurt from infancy into adolescence. † The author hold similar viewpoints that education behaves as an important source of input for generating prosperous output that motivates to share the benefits of one’s creativity to the community. Understanding the philosophy of becoming educated is crucial, and also important to explore the concept that education drives us to interact with society by finding ways to earn for living. One might wisely pursue the education for the benefits of mankind, but for few some people misleading concept of getting educated, for instance; in the case of nuclear scientists developing nuclear-powered weaponry will bring negative impact to our society, and that’s why there are no limits to pursue education and no limits on manifesting the application of education onto our society. On the other hand, formal education is highly necessary to decode the discourse in our academic community as well as be able to define their specific ideas. Thus, an educated person could award and/or tolerate the aspirations of human being by using the perceived knowledge, and determine their correct or incorrect benefits to the society. To become an elitist in the field of education depends on individual choices, but education will select people into groups of clusters where the professional will stays on top, while normal educated people will share the same spot with majorities in the lower level. Nevertheless, education is vital because not only it supports individual understanding in academic discourses, but also allows oneself to play an important role to help improve the society. Some might argue that one could live sufficiently without burden in his life with a satisfactory income. This point of view shall fit to minorities who retard to pursue education, however; in contrary to preceded viewpoint, Nicholas Lemann, the author of The New Yorker magazine, writes about The Cost Of College, and the following speech extracted from his article remarks, â€Å" In today’s economy â€Å", President Obama claims, â€Å" There’s no greater predictor of individual success than a good education. Right now, the unemployment rate for Americans with a college degree or more is about half the national average. The incomes of folks with a college degree are twice as high as those who don’t have a high-school diploma. † (Nicholas Lemann). Not all people have certain interest of becoming graduates, and indeed they don’t want to invest their time to study, either. Generally speaking, high school dropouts have more chances of becoming low socio-economic status, yet can be easily employed because their job requires no background education, but, in contrast, graduates earn multiple times more than high school dropouts, so it takes more time for them to get into work force since they are very costly for an employer. The downside of becoming educated is the fact that the price of paying to graduate is seriously inflated. Building a career with education is nevertheless highly necessary and due to the budget constraints; it becomes more challenging to get on top of the education ladder. During the year 2009, The College Board in Princeton, NJ, has calculated the cost of pursuing education that â€Å" College education expenses have climbed over 5% annually during the past 10 years, more than double our nation’s inflation rate. That means a child born today could need over $220,000 to attend a four-year public college in 2028, more than triple today’s college costs. † (The College Board (2010)) As a matter of a fact, the educated parent knows and understands their responsibilities to provide education for their young generations. However, since they pertain the thought of raising their children’s intellectual skills, they are trying to invest their capital, no matter what it takes them to graduate: the hierarchy in society trigger parents to train their kids to understand the discourses that prevails among them. To clarify, see the community of lawyers and professional workers for example, selective parents privileged in wealth of knowledge will motive themselves to push their children to pursue formal education like they have done it before. Moreover, the perceived concept in education define the roles that people take in the society, which helps to provide society needs and wants; such that, the more educated people a society has, the higher the standard of living. Elitism in education creates humiliation and dispute between dominant groups based on race, culture, intellectual, and gender. Very sadly, the demand of elite students in society can promote uncertain consequences, which in this case, promotes the unethical issue to expand market for institution. Danny Dorling, the author of â€Å"The return to elitism in education†, explains the behavior of education system that creates competition in institution for students and money. Danny Dorling mentions about grades and intellectual responsiveness on education such that: â€Å" People who have taught the children of the affluent classes at the universities they go to have seen the result of this growth in elitism. These children have been educationally force-fed enough facts to obtains strings of A grades, but they are no more geniuses than anyone else. There is a tragedy in making young people pretend to super-human mental abilities which neither they nor anyone else possess. To justify their situation they have to swallow and repeat the lie being told more and more often, that only a few are especially able and that those few are disproportionately found amongst the higher social classes. † (Danny Dorling) When parents are not satisfy with their child’s grades in academics, they will try to push their limits by giving close attention, and sometimes punishments are highly likely. Institutions, on the their hand, will raise the academic requirements for student admission in order to search for elite students – which turns out to be a marketing strategy for competition, not exactly an emphasis for student’s education. Not to mention the fact that doing so (raising standards in admission) can easily motivates and challenges each and every student intellectual understanding in the course of education for improving not only the quality of academic discourse, but also benefits sophisticated level of education, perhaps. Education shapes the society, meaning; educated people are gaining not only credible reputation towards a society but also participate to involve as major role-player, and for instance; A kind-hearted lawyer would offer a pro bono service to his friends, and etc. Moreover, The number of crimes in a country with high-uneducated people is certainly, skyrocketing. The following data conducted by The Campaign for Educational Equality claims, â€Å" A one-year increase in average years of schooling for dropouts would reduce murder and assault by almost 30 percent motor vehicle theft by 20 percent, arson by 13 percent, and burglary and larceny by about 6 percent† (2). Plus, the above data clearly distinguishes the chances of uneducated people doing bad things unconsciously without being able to correct oneself. â€Å" Educated girls and women are less vulnerable to HIV infection†, an article from GlobalCitizenCorps says, â€Å" human trafficking and other forms of exploitation, are more likely to marry later, raise fewer children who are more likely to go to school, and make important contributions to family income. † Women nowadays are of course taking serious role in society because the freedom of people rights give the society fair and square chances to pursue education; the academic discourse will influence and change their thoughts on lifestyle, completely. Besides, the market of human trafficking is relatively large in South-East Asian countries, and poor families are often allured with money incentives to sell their teenage children to work across other countries, which in reality are forced to do nasty jobs under extremely poor condition. These sufferings from naive victims will provide a clear picture to motivate people in advocating for education, so people needs education in order to maintain their positive personalities in the society. People in general belief that education fights to reduce segregation and inequality in a society. This; however, happens to be true for some instance, until the author of this article â€Å" Segregation Prominent in Schools, Study Finds â€Å" in the New York Time magazine, convincingly reports about segregation that; â€Å"Segregation of Latino students is most pronounced in California, New York and Texas. The most segregated cities for blacks include Atlanta, Chicago, Detroit, Houston, Philadelphia and Washington†, Motoko Rich asserts, â€Å"Mr. Orfield said that schools with mostly minority and poor students were likely to have fewer resources, less assertive parent groups and less experienced teacher. The author share his viewpoint that segregation exists, not because of education, but because of low-funds and resources in institution which tends to concentrate high amount of low socio-economic status students, and this will cause racial indifferences between low and high income status. Meanwhile, similar to Motoko Rich viewpoint, Klaus Walde, furthermore supports the idea about resource allocation in education that â€Å" While it is difficult to define and measure the quality of education one reason for relative quality differences across education levels might lie in the allocation of educational resources (as teachers and equipment). † (446) Now, the idea boils down to the fact that resources quality and allocation is more important in contributing better education system in our society. Broadly speaking, being educated in this modern world allows people to contribute their benefits to a society, by means of the intellectual support provided by the manner of learning experiences. Every country are relying on the technology and driving the market to substitute manual workers with machines, so educated workers are important for operating those machines. Since starting from the era of industrial revolution, education was introduced to our society in order to acknowledge in understanding and defining their roles in the society. Therefore, the improvement in education overtime will also improve innovation in technology, which increases the quality of living standards. In fact, education is always needed for various sectors in our society, and will always require for having credibility in sharing the message within the society. Furthermore, education functions as a multi-purpose assistance for training not only intellectual skills, but also providing ways to survive in earning for a living in a society. More importantly, some critics would assume that there are some disadvantages in society such as segregation in education between income status, but the issue can be settle if every individuals successfully pursue education because the way the educated person conceive mature in every aspect of his life and society. Work Cited Dorling, D. (2010). The return to elitism in education. Eurozine . GLOBALCORPORATIONCORPS. (n. d. ). 11 Facts About Education Around the World. Retrieved February 10, 2013, from DoSomething. org: http://www. dosomething. org/tipsandtools/11-facts-about-education-around-world Lemann, N.(2012, May 28). The Cost Of College. (T. Bachtell, Ed. ) The New Yorker . RICH, M. (2012, September 19). Segregation Prominent in Schools, Study Finds. The NewYork Times , A16 . Walde, K. (1998). Egalitarian and elitist education systems as the basis for international differences in wage inequality. European Journal of Political Economy , Vol. 16 (2000 ), 445–468. Weiss, J. (2011, March 31). HBR Blog Network / Innovations in Education. Retrieved February 10, 2013, from Harvard Business Review: http://blogs. hbr. org/innovations-in-education/2011/03/the-innovation-mismatch-smart. html.