Marketing Coco Cola V/S Pepsi Company

Question: Discuss about the case study Marketing for Coco Cola V/S Pepsi Company. Answer: Introduction of the IMC Campaigns Coco Cola uses IMC campaigns to get connected with their target group. Coco Cola has been referred as a pioneer company who gets in touch with the consumers in order to create a link as well as adapt according to the needs of the consumers. Coco Cola is willing to be close to its customers to be a part of daily life and use various social media or marketing tools to satisfy the wants to their target group. One of the major IMC campaigns adopted by Coco Cola is to show their leadership on their 125th birthday. A very funny, emotional campaign is adopted by Coco Cola in various countries. The IMC campaign commenced in 2006, with a brand new approach i.e. Taste the Coke side of life. Based upon this IMC campaign, the organization was supposed to rethink about the entire company i.e. new departments, new roles responsibilities, new strategy and recruitment process (Smith, S. Schultz, 2005). Pepsi Co. IMC campaigns began with Oh Yes Abhi! which was aired globally. This campaign has been one of the most hit TV commercials aired all over the globe. This campaign focused on youth as its target audience. Some of the later IMC campaigns were Something for everyone, summer time is Pepsi time where there is Pepsi, there is music. Choice of IMC campaigns The following companies IMC campaigns have been chosen as they are two most successful companies operating globally. IMC campaigns have been referred to as an important marketing tool which helps the companies to get connected with their target audience(s). Coco Cola and Pepsi are two leading brands in the soft beverages department and have attracted customers from all over the globe. Description of the campaign Target audience Marketing objective: Segmentation helps the marketers to define their products according to the needs of the customers. The target audience of Coco Cola can be done on the following basis i.e.: Age: The main target audience catered by Coco Cola is between 13-30 years of age. Coco cola has partnership with various food brands such as Dominos, Mc Donalds, Pizza Hut and other fast food chains. The targeting is not based upon the gender. It is seen that, both the genders equally prefer this product (Tyagi Kumar, 2004). The core target audience for Coco Cola is the young population who wants to termed as Cool stylish. Occupation: No specific occupation is targeted but the main consumers are students and family oriented people. Life style: There is no specific life style targeted but as more and more population is getting busy the young population is the most important part for Coco Cola. Nature: Coco Cola as a brand associates itself with fun, entertainment joy. Pepsi has targeted the young audience since 1980s. The advertisements aired by Pepsi Co. cater to teenagers youngsters by using an element of fun, entertainment sports in it. Segmentation of the customers is done on the following basis: Behavioral: Perceptions and beliefs, purchase behavior (planned or spontaneous), occasion for purchase (party, get together), benefits associated (thirst buster or status symbol). Even if there is no occasion, people tend to buy a can of Pepsi. Psychographic: Based on lifestyle, trends, personality (happening youth) For example: Mirinda known as Girls drink, Pepsi The choice of new generation, Dew people who dare to fear, My can for trendy people Tropicana for the health conscious target audience (Tyagi Kumar, 2004). Profile: Demographic (urban), Geographic Socio Economic (young population or the baby boomers). The market for Pepsi Co. is both rural urban markets. Due to varied climatic conditions, Pepsi Co. came with chota Pepsi in the rural areas where in people require something to beat the heat at a reasonable price (Varey, 2002). Taste Preferences: Based upon the taste and preferences, Pepsi came up with a new product i.e. Diet Pepsi. It came into the market to cater to the needs of highly health conscious target population. Nimbooz by Pepsi Co. has had high success rate in the Indian market as Nimbu Pani is every homes drink. Marketing objective: Coco Cola has been referred to as successful brand dealing with products such as Sprite, Nestea, Fruit juices Minute Maid. The main objective for Coco Cola is to promote the lesser known products and increase the sales by more than 80%. Therefore, in order to promote the products the aim is to advertise more and more so as to have an edge as compared to its competitors. The other marketing objective of Coco Cola is to reposition itself as a healthier product. This is because; in todays time people are looking for options which lead to a healthy life style ( Varey, 2002). Pepsi Co. has been referred to as a band for the young generation i.er. Pepsi The choice of new generation, Be Young, Have Fun, Drink Pepsi. As a global company, with various brands under its umbrella millions of customers enjoy every day it is very important to communicate responsibly transparently about the products. The marketing objective of Pepsi Co. is to be the best the biggest seller of carbonated soft drinks all over the globe. The other main objective is to achieve high levels of product quality as well as emphasize on the development of the product. In order to achieve their highest quality record, they use expert advice of the technicians and force the franchisers to use different total quality management (TQM) techniques. Communication campaign: Some of the IMC tools used by Coco Cola have been discussed in this section of the report: Advertising: Advertising has been referred to as an important aspect for Coco Cola as it caters to large masses. Advertising helps Coco Cola to establish the brand image as well as create awareness amongst the target audience. For example, Coco Cola uses print media, TV commercials billboards to advertise their products (Source:Varey, 2002) Direct marketing: Coco Cola uses direct marketing techniques so as to build cordial relationships with the hotels and restaurants. The other methods of direct marketing are e-mail, text messages, sponsorships, etc. (Source:Walker, Boyd LarreÃÅ' cheÃÅ' , 1992) Sales promotion: It is an important task for Coco Cola to distinguish themselves from their competitors. Therefore, various sales promotion methods shall be taken into account such as coco cola shall be placed in eye catchy positions, free goodies, discounts cash back shall be provided by the same. For example, in many super markets Coke Zero has built a reversed pyramid. The idea behind the same is that nothing is impossible i.e. you can enjoy a can of Coco Cola without adding calories to your health. (Source: Walker, Boyd LarreÃÅ' cheÃÅ' , 1992) Social media interactive messages: Interactive messages and intensive use of social media shall be practiced by Coco Cola to attract more customers as compared to its competitors. An interactive page on face book has gained liking amongst the young population (Source:Walker, Boyd LarreÃÅ' cheÃÅ' , 1992) Sponsorship partnership: This IMC tool will help Coco Cola to have a competitive edge as compared to its competitors. Sponsorship and partnership in major events will help Coco Cola to have a global IMC plan. For example, in the year 1923, Coco Cola became the drink of the sportsmen. In 1928, Coco Cola was partnered with Olympics. In the year 1996, Coco Cola was the official partner of France football team. Some of the IMC tools used by Pepsi Co. to communicate their feelings to the target audience have been described as follows: Television Commercials: It shall be noticed that, Pepsi Co. uses variety of appeal in their advertisements such as Fun Humor. The humor appeal used by Pepsi Co. has been one of the major success where in a Chinese Monk after years of hard work has tasted success and bumps his head on to the Pepsi can to get the shape of the can on his forehead (Walker, Boyd LarreÃÅ' cheÃÅ' , 1992). (Source:Varey, 2002) Outdoor media: Pepsi Co. has increased its share on non television commercials distributing the share to other sources such as mall advertising, building mobile applications, print media outdoor media (Pride, 2011). Use of social media (Internet): Pepsi Co. has invested more than 10 million in various social media with an objective to create an impact on the social media sites such as Face book, Twitter, etc. Pepsi Co. states that, investing in social media is a wise decision as the young population is readily approachable. Sponsorships: Pepsi Co. has been known for association with various sports such as ICC world cricket league, IPL other regional matches. Pepsi youngistan has also aired a program on MTV by the name Wassup Youngistan where young population can voice their thoughts (O'Guinn, Allen Semenik, 2000). Idea of the campaign: The idea of the campaign is to achieve certain specific objectives. The main objective of Coco Cola is to earn high amount of profit and get connected with their target audience. There are eight main ideas associated with the IMC campaign i.e. firstly; to create awareness about the company its product offerings. Secondly; to inform as well as educate the consumers along with buyers. Thirdly; to encourage the same of Coco Cola as compared to its competitors. Fourthly; to encourage product trails in a new market or country. Fifthly; Coco Cola aims to increase the short term sale by stimulating action (Mullins Walker, 2013). Sixthly; Coco Cola generates as much information about the customers as possible. Seventhly; to create sales lead i.e. to opt for a push strategy. Coco Cola practices a pull strategy i.e. it directs its marketing efforts and communication to the end users. Lastly; Coco Cola aims to reassure the customers and reinforce a desirable buying behav ior. The idea of the IMC campaign at Pepsi Co. is to separate the brand identity for each of the products. Pepsi co. believes in reminder advertisements for repetitive purchase. It shall be also being seen that, the idea of the IMC campaign at Pepsi Co. is to mention the nutritional value of the product and increase customer awareness so as to build a responsible brand image in the minds of the consumers. Consumer Schemes helps Pepsi Co. to generate impulse buying as consumers have become more knowledgeable understands the value for money (Mathews, 2009). How IMC campaign conveys the idea: At Coco Cola, IMC campaign followed by the same is done in the best possible manner. The main objective of Coco Cola is to attract more customers thereby leading to an increase the profit levels. The IMC campaign at Coco Cola is designed in such a manner i.e. the messages they aim to convey are perfected by the marketing professionals. The message sent by Coco Cola IMC campaign can be summarized in three heads. Drinking coco cola is stylish, coco cola helps to heal thirst and drinking coco cola is a part of ones lifestyle (Laspias, 2013). The IMC campaigns at Pepsi Co. ensure that the advertisements reflect the interest to the target audience. The IMC consist of hip hop, cool stylish promos to attract more customers. Pepsi Co. plays an important role in advertising attracts the target audience by giving them access to various options such as gaming, mobile applications, music downloading (MacRury, 2009). Recommendation as to how to improve the IMC campaign The IMC campaign followed by Coco Cola is high successful. There are millions of people who drink Coco Cola on a regular basis. The efficiency of Coco Cola can be judged based upon its market share in the beverage industry as compared to its competitors. It has been seen that, Coco Cola is selling its product in more than 200 countries and is also considered to as the market leader in these countries (Kotler, Armstrong, 2004). The efficiency of the IMC campaign can also be seen based upon the levels of profit earned by the company. It has been evaluated that, Coco Cola generates more than $8 billion from its operations in the year 2009. The evaluation of the marketing campaign conduct over the internet can be assessed with the help of a tool which counts the total number of visitors visiting he website. It has been seen that, application of various evaluation tools has helped Coco Cola to have an efficient and positive IMC plan (Wang, 2015). Pepsi Co.s IMC campaign is not as successful as compared to Coco Cola. The marketing executives at Pepsi Co. shall take into consideration that, there is elderly population and Pepsi is marketed as a brand for young generation only. Therefore, some focus on the older population shall also be done. It has also been seen that, Pepsi uses plastic bottles and cans which are not good for health therefore, they shall use recyclable material. Pepsi needs to improve their PR specifically in the urban areas (Koekmoer Bird, 2004). The brand name of Pepsi Co. is not effective as compared to its competitors. Pepsi shall come up with new brands such as Pepsi zero, Pepsi Next, etc. This will help Pepsi Co. to widen its brand length. Similarities difference in IMC plan Pepsi Co. Coco Cola Based upon the IMC campaigns, it is witnessed that Pepsi Co. has conquered the needs of the consumer locally not internationally. Pepsi has always tried to wield its pricing strategy on trial basis leading to addiction. But, Pepsi Co. could not hold the low pricing strategy for long. Based upon the IMC campaigns, the advertising costs varied from $26 billion (1975) to $150 billion (1993) (Karunakaran, 2008). On the other hand, an IMC campaign used by Coco Cola has helped them to create a bond with the customers. Coco Cola chose to associate themselves with various national international events such as ICC cricket, Football league, Rugby match, etc. Coco Cola copied the pricing strategy followed by Pepsi Co. They raised the prices of the coke bottle from Rs. 15 Rs. 18. By this coke was not able to attract customers due to its premium pricing. They soon launched a 200ml bottle @ Rs. 5 in order to lower the entry barriers. Based upon the IMC campaigns, the advertising costs varied from $35 billion (1975) to $210 billion (1993) (Jain, 2000). Choice of IMC campaign Coco Cola v/s Pepsi Co. The choice of IMC campaign between Coco Cola v/s Pepsi Co. would be Coco cola. Some of the reasons as to why Coco Colas IMC campaign is chosen as compared to Pepsi Co. are as follows: IMC campaign used by Coco Cola has helped them to create a bond with the customers. Coco Cola chose to associate themselves with various national international events such as ICC cricket, Football league, Rugby match, etc (Cadogan, 2009). Drinking coco cola is stylish, coco cola helps to heal thirst and drinking coco cola is a part of ones lifestyle (Bodden,2008). The efficiency of Coco Cola can be judged based upon its market share in the beverage industry as compared to its competitors. It has been seen that, application of various evaluation tools has helped Coco Cola to have an efficient and positive IMC plan. Suggestions for other marketers Some suggestions for other marketers regarding IMC campaigns have been discussed as follows: The marketers shall have a clear understating regarding their target audience The marketers shall opt for specific media channels such as social media, news papers, bill boards hoardings, print media, etc (Capparell, 2014). A consistent look shall be done by the marketers regarding the IMC campaigns A clear consistent write up shall be framed i.e. which is easily adapted by the media channels The message shall be integrated so that it can reach the masses (Gospe, 2008). The marketing teams shall work in sync with the advertising agencies Proper tracking of the campaigns shall be done by the marketers to have a look regarding its success ratio References Bodden, V. (2008). The story of Coco Cola. Delhi: Creative Education. Capparell, S. (2014). The real Pepsi challenge. Mumbai: Free Press. Cadogan, J. (2009).Marketing strategy. London: SAGE. Gospe, M. (2008). Marketing campaign development. Cupertino, CA: Happy About Info. Jain, S. (2000).Marketing planning strategy. Cincinnati, Ohio: South-Western College Pub. Karunakaran, K. (2008).Marketing management. Mumbai [India]: Himalaya Pub. House. Koekmoer, L Bird, S. (2004). Marketing Communications.ZA: Juta Publications. Kotler, P. Armstrong, G. (2004).Principles of marketing. Upper Saddle River (NJ): Pearson/Prentice Hall. Kotler, P. Armstrong, G. (2006).Principles of marketing. Upper Saddle River, N.J.: Pearson Prentice Hall. Laspias, M. (2013). Library Marketing: A Promotional Strategy.IAMURE International Journal Of Education,5(1). MacRury, I. (2009).Advertising. London: Routledge. Mathews, B. (2009).Marketing today's academic library. Chicago: American Library Association. Mullins, J. Walker, O. (2013).Marketing management. New York: McGraw-Hill. Noel, H. (2009).Consumer behaviour. Lausanne, Switzerland: AVA Academia. O'Guinn, T., Allen, C., Semenik, R. (2000).Advertising. Cincinnati: South-Western College Pub. Pride, W. (2011).Marketing principles. South Melbourne, Vic.: Cengage Learning. Smith, S. Schultz, D. (2005).How to sell more stuff. Chicago: Dearborn Trade Pub. Spurgeon, C. (2008). Advertising New Media. US: Taylor Francis. Tyagi, C., L Kumar, A. (2004). Advertising management. US: Atlantic Publishers and distributors. Varey, R., J. (2002). Marketing Communications: principleand practice. Routledge: UK. Walker, O., Boyd, H., LarreÃÅ' cheÃÅ' , J. (1992).Marketing strategy. Homewood, IL: Irwin. Wang, M. (2015). Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola Company.Asian Social Science,11(23).

The Story of an Hour free essay sample

The Story of an Hour is one of the greatest short stories ever written in English language. In this story Kate Chopin meticulously incorporated her unique style of writing and through such infusion the author tried to convey to the readers the pains and agonies from which women usually suffered while dwelling within the male dominated society. By presenting before the readers the emotional turmoil and psychological transition of the protagonist Mrs. Millard, Chopin succeeded to reveal the dark truths of married life, a life in which, conventionally, women are held imprisoned by rigid social conventions. By conveying the positive emotional state of Mrs. Millard, along with the a sense of triumph, which she experienced after learning about her husband’s death, clearly points to the fact that the central theme of the story is undoubtedly about the relation between marriage and imprisonment which no one but an unhappily married woman can understand. We will write a custom essay sample on The Story of an Hour or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Though not stated directly by Chopin, the pivotal theme of the story circles round the dilemma from which women usually suffer when they are forced to lead a married life devoid of love and freedom and this theme has been conveyed scrupulously by the author through the infusion of selective style of writing, sentence structure, word use, use of figure of speech, and use of symbolism. In this story Chopin did employ the strategy of third person omniscient point of view which is â€Å"a method of storytelling in which the narrator knows the thoughts and feelings of all of the characters in the story† (Wiehardt, n. d. ). To ascertain the implementation of such method one can quote the following line: â€Å"But she felt it, creeping out of the sky, reaching toward her through the sounds, the scents, the color that filled the air† (Chopin, 1894). Going through this line it can be understood that the narrator is like a God who can read the mind of the character and can understand her thoughts and feelings and moreover, the narrator has an all-pervasive presence which enables her to know about the emotional and physical transitions of the character perfectly. Hence, from this perspective it can be said that in The Story of an Hour, in order to reveal the joy of a woman who has just been liberated from the prison of her dejected married life, Kate Chopin did use the third person omniscient method of storytelling. Kate Chopin had a unique style of writing an in this story she did scrupulously amalgamate her emotional style of writing through which she â€Å"actively searched for female spiritual emancipation† (Deter, n. d. ), and from this point of view it can be said that Chopin was a feminist writer who, unlike many other feminist writers of her time, wanted to upheld the personal freedom of women through judging the traditional outlooks of both women and men. Furthermore, Chopin’s effort to bring before her readers the harshness of a loveless and emotionless married life can be easily seen in The Story of an Hour by going through the complex sentence constructions like in the following line: â€Å"What did it matter! What could love, the unsolved mystery, count for in the face of this possession of self-assertion which she suddenly recognized as the strongest impulse of her being! † (Chopin, 1894). By avidly reading such lines it can be understood that Chopin did deliberately use such complex sentences to convey the complexities of a loveless married life in which wife is like a prisoner bound to adhere to the traditional rules of the society which enforces her to be dutiful to her husband even if the latter did never show any warmth of lover to her. Furthermore, Chopin, in this story, tried to reveal the joy of liberation from an unsuccessful marital relation by using euphonious words and such usage can be found in this line: â€Å"The delicious breath of rain was in the air† (Chopin, 1894). How for Mrs. Millard the aspects of nature became jovial from gloomy, after learning that it was no more needed for her to sacrifice her will to remain dutiful to her husband, has been carefully rendered through the above mentioned line and such a line is a pointer to the fact that after realizing the forthcoming state of freedom (which is an instinctive longing for every human being) from an unsuccessful married life, the agonizing life of a woman can be turned into a mirthful one. And from this perspective the objective of the story is to uphold the philosophy of feminism. To convey the contradictions of an unhappy married life Chopin justly applied different types of figures of speech. The complexities of an unhappy and unsuccessful married life with all its contradictions have been described in the story with the help of oxymoron, â€Å"A figure of speech in which incongruous or seemingly contradictory terms appear side by side† (Nordquist, n. d. ). The use of oxymoron in the line â€Å"She did not stop to ask if it were or were not a monstrous joy that held her† (Chopin, 1894), clearly can make the reader understand that how by placing the incongruous terms â€Å"monstrous† and â€Å"joy† side by side Chopin did try to reveal the dilemma of an agonizing and emotionless married life. Chopin did also employ the element of irony in the story to expose the pathetic condition of a woman who had been imprisoned by the rigid social conventions related to marriage. In the line, â€Å"He had only taken the time to assure himself of its truth by a second telegram, and had hastened to forestall any less careful, less tender friend in bearing the sad message† (Chopin, 1894), it can be clearly observed how exactly Chopin did incorporate the element of irony. Though the line assures the reader of the death of Mr. Millard, in reality he never died and this reality ultimately claimed the life of the central protagonist of the story, Mrs. Millard. Moreover, the contradictory treatment of the male dominated society towards women has been presented before the reader in a perfect manner through the use of paradox, â€Å"A figure of speech in which a statement appears to contradict itself† (Nordquist, n. d. ). By using the phrase â€Å"revealed in half concealing† (Chopin, 1894) Chopin tried to depict the dilemma and paradoxes of a miserable married life (experienced by a woman) by relating two contradictory words â€Å"revealed† and â€Å"half concealing†. And through all such incorporations Chopin did successfully transform her short story into a universal feminist story. Finally, through the use of symbolism, Kate Chopin conscientiously did reveal the woe of a woman who was never bestowed a happy married life by the Almighty and by the male dominated human society. Heart has been used as a symbol in the story to convey the turmoil of the unhappy married life of Mrs. Millard. Heart is the symbol of a person’s emotion and the very first sentence of the story convey to the reader that Mrs. Millard is suffering from a heart problem and this is symbolic as this heart problem of Mrs. Millard is more an emotional heart problem related to her unsuccessful marriage than a physical heart disease (Lorcher, 2011). Moreover, it can also be ascertained that â€Å"Mrs. Mallards heart troubles†¦represent the peril in which the late 19th century institution of marriage finds itself on account of the inequalities therein† (Lorcher, 2011). So, it can be seen that to convey the dilemmas from which a woman suffers while carrying on with a futile marriage, Chopin did appropriately use symbols and such usage transformed the story into an outstanding piece of writing conveying the turmoil of women residing in a society full of myriad kinds of inequalities. In conclusion, the central theme of The Story of an Hour is about the dilemma from which women usually suffer when they are forced to lead a married life devoid of love and freedom and this theme has been conveyed scrupulously by the author through the infusion of selective style of writing, sentence structure, word use, use of figure of speech, and use of symbolism. And through all such incorporations Chopin did successfully transform her short story into a universal feminist story. The Story of an Hour free essay sample The Story of an Hour, the author Kate Chopin focuses on the theme of finding one’s self identity and becoming free and independent as an individual. The theme becomes emphasized in the sentence â€Å"But she saw beyond that bitter moment a long procession of years to come that would belong to her absolutely. And she opened and spread her arms out to them in welcome. There would be no one to live for her during those coming years; she would live for herself† (202). This sentence expresses Mrs. Mallard’s change of emotions when she realizes she is finally free and able to make her own decisions. Mrs. Louise Mallard is the protagonist who has a heart condition that causes her death at the end of the story. Her husband Brently Mallard is rumoured to be dead after the reports of a railroad disaster, which causes Mrs. Mallard to sulk in her bedroom. We will write a custom essay sample on The Story of an Hour or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Chopin describes these feelings by writing â€Å"She sat with her head thrown back upon the cushion of the chair, quite motionless, except when a sob came up into her throat and shook her† (202). Later, Mrs. Mallard realizes that the significance of his death meant freedom. Both Richards, one of Brently’s close friends, and Josephine, Mrs. Mallards sister, who told Mrs. Mallard the news were with her in hopes of comforting her for her loss. At the end of the story Brently comes back home which causes Mrs. Mallard to become so surprised that she suddenly died because of her heart condition. Symbolism is an essential part of The Story of an Hour by using symbols such as spring that symbolizes rebirth and a new beginning. Both Mrs. Mallard’s heart condition and the springtime hold deeper meaning. Mrs. Mallard’s heart condition symbolizes distress both emotionally and physically. Emotionally, bad news affects Mrs. Mallard much more severely than it would affect one without a heart problem. â€Å"She did not hear the story as many women have heard the same, with a paralyzed inability to accept its significance. She wept at once with sudden wild abandonment, in her sister’s arms† (201). This shows that Mrs. Mallard does not take the news like others do, instead she wildly cries in her sisters arms. If one cries wildly, there is no sense of control over how they are feeling. Physically, Mrs. Mallard’s heart condition is the cause of her death. Seeing that Mrs. Mallard’s heart is so weak, she dies instantly of surprise and shock when she sees that Brently is in fact alive. The season spring symbolizes a fresh start and the regeneration of life. Because The Story of an Hour takes place in the spring, it sets up the â€Å"rebirth† of Mrs. Mallard to become free and make her own decisions in life without worrying about her husband’s opinions. Therefore, the setting being springtime fits perfectly with the theme of story: finding one’s self identity and becoming free and independent as an individual. In The Story of an Hour, Chopin uses foreshadowing in the form of pathetic fallacy when the environment outside is being described as the beginning of spring and being happy. When Mrs. Mallard first walks into to her room, she becomes extremely upset by the fact that her husband is gone. As she is looking through her window, the description of spring and joy is filling the reader’s mind by sentences such as â€Å"She could see in the open square before her house the tops of trees that were all aquiver with the new spring life† (201). Therefore by describing the season spring, foreshadowing is being used to inform the reader that Mrs. Mallard will have a change of heart, and her negative thoughts become positive thoughts. Usually, if something horrible happens in a story, the environment is depressing. It is dark, cold and rainy. As one reads on in the story, they realize that Mrs. Mallard sees the death of her husband as an opportunity to re-invent herself and live more freely which is similar to what the reader infers from the depiction of spring. The ending of The Story of an Hour is quite ironic when Mrs. Mallard dies caused by shock and her heart condition. Chopin tells the story of how Mrs. Mallard deals with, and what her thoughts are on the death of her husband Brently Mallard. Mrs. Mallard is devastated at first, but eventually realizes that she has the ability to do whatever she pleases and no longer has someone else controlling her life. She becomes excited and overjoyed with these ideas and â€Å"she opened and spread her arms out to them in welcome† (202). Mrs. Mallard is eager to begin her life that belongs absolutely to her and hopes that she lives such a life for a long time, as it is described by Chopin, in the line â€Å"She breathed a quick prayer that life might be long† (202). However, what is ironic is that her life does not continue for long. Immediately after she goes downstairs and sees that her husband Brently is in fact alive, she becomes immensely shocked and instantly dies as a result of her heart condition. â€Å"She had died of heart disease of joy that kills† (203). This indicates how Mrs. Mallard is so overjoyed about her independence, that it results in death after Mrs. Mallard learns that independence does not exist for her.

Risk Factors Present in Offender Risk Assessments

Risk Factors Present in Offender Risk Assessments Risk Factors Present in Offender Risk Assessments. Community correction agencies are increasingly becoming dependent on risk assessments in calculating the likelihood that an offender may re-offend. This trend is evident because of the increased cases of offences that necessitate the urgency in the development of quick risk assessment methods.Advertising We will write a custom research paper sample on Risk Factors Present in Offender Risk Assessments specifically for you for only $16.05 $11/page Learn More These risk factors are categorised into static and dynamic factors. The latter category refers to historical factors that do not frequently fluctuate such as gender, marital status, and the number of previous arrests. On the other hand, the former category refers to risk factors that can easily fluctuate in a short time and include substance abuse, mental health and criminal peers. In this section, risk factors that are severally present in offender risk a ssessments are discussed and include; the number of previous arrests, substance abuse, and mental health (Murray, 1998). Previous arrests/ Criminal Past According to relevant sources, the criminal past of an offender is the best indicator that the offender may re-offend (Murray, 1998). For instance, an offender with a single past criminal offense is approximately 39% more likely to commit another offense in the future. On the other hand, an individual with five past offenses is approximately 59% more likely to commit another offense (Lind, 2009). When an offender enters a correctional facility, the likelihood to re-offend increases; thus, the need to implement rehabilitation programs becomes inevitable. Substance abuse Approximately 80% of state and federal inmates are incarcerated for drug-related crimes, or have a past associated with alcohol or drug abuse. When offenders linked with substance abuse are sent to community supervision, the cycle tends to repeat itself (Murray, 1998) . For instance, 30% of offenders show evidence of drug abuse within the first four weeks of release from correctional facilities, (Physicians and Lawyers for National Drug Policy, 2008). Mental health Another risk factor that is included in most offender risk assessments is the mental health of the offender (Murray, 1998). Relevant sources show that several offenders commit offences as a result of some form of mental illness. In June 2008, for example, 31% of all incarcerated adult offenders were discovered to be suffering from mental disorders.Advertising Looking for research paper on criminology? Let's see if we can help you! Get your first paper with 15% OFF Learn More It has been established that offenders suffering from serious mental disorders have a rate of recidivism of 46% (Lind, 2009). As such, the risk factor is introduced to help in determining the offender sentencing process. How Community Correction Agencies use Risk Assessments. Depending on th e nature of the offence, prior convictions, drug abuse, and other risk factors, community correction agencies apply various risk assessment procedures. The methods used are classified into actuarial instruments and clinical guides. They were designed to assist supervision staff in correctional facilities to address need factors, for example, high-risk offenders are put under more supervision than low-risk offenders. In this section, the methods by which community correction agencies use risk assessments are described below. Pre-sentence Reports. Community correction agencies (CCA) use offender risk assessments to prepare pre-sentence reports (PSR) used by the courts in sentencing. As such, PSR reports give the offender risk information that aids courts in establishing the appropriate sentences (Bonta, Bourgon, Jesseman, Yessine, 2005). For instance, probation officers prepare PSR’s for high-risk offenders including their appropriate treatment recommendations. As compared to high-risk offenders, low-risk offenders may have less severe PSR with better treatment recommendations that would result in less severe sentences by the courts of law. Inmate Classification. By the aid of a Classification Officer, inmates are interviewed and assessed in order to determine the housing assignments and custody status. The final assessment is reached at through critical scrutiny of past criminal records, inmates file and the initial interview session. â€Å"Out of the assessment, inmates can be assigned to any of the custody levels that include: Maximum Pretrial or Sentenced, Medium Pretrial or Sentenced, or Minimum Pretrial or Sentenced† (Baltimore County, 2011). This defines the level of prison security at which the inmate will be put under which are; maximum security, medium-security and minimum-security respectively. Maximum-security prisons consist of closely monitored single cells while medium-security prisons consist of secure hostels supporting a maximum of 50 inmates each. Lastly, minimum-security prisons consist of unsecured hostels that correctional officers make planned visits to check for safety. Identification of Appropriate Programs/Supervision Community correction agencies conduct needs assessments on offenders to enable easier identification of the best programs that would effect change of behavior. Some of the items that are addressed during these assessments include; offender’s substance abuse, mental stability, and physical health.Advertising We will write a custom research paper sample on Risk Factors Present in Offender Risk Assessments specifically for you for only $16.05 $11/page Learn More Therefore, rehabilitation programs are scheduled for the offenders depending on the level of risk and their classifications in the above list. For instance, mentally ill offenders may be introduced to psychiatric programs; while, substance abusers put in drug rehabilitation programs (American Psych iatric Association, 2000). Strengths and Weaknesses of most Risk Assessments. Risk Assessment Tools have constantly been in use on account of their ability to identify risk of harm and offender recidivism. Most of these tools are gauged according to ease of use, applicability and accuracy of their results. On the contrary, different tools are believed to have weaknesses in terms of their complexity, lack of objectivity, and the inability to measure the risks associated with offenses (Webster, Rudiger,  Ã‚  Goran, 2002). All assessment tools are categorized under two broad sections namely; actuarial assessment and clinical decision tools as describe in the following paragraphs. Actuarial Assessment In this assessment, specialized actuarial instruments are used to assess the offender’s likelihood to re-offend through explicit rules for weighing each variable. In sexual offenses, for example, RRASOR assessment instrument is widely used (Hanson, 1997). This instrument comprises of four variables that include; prior sexual offenses, gender (male), age (25) and extra-familial victims. In accordance to the rating scale, a close correlation to these variables meant a high-risk of re-offense. Clinical Assessment Unlike actuarial assessments, a clinical assessment helps the assessor to select from a range of risk elements that have been established empirically. The evaluator uses the information to provide a general estimate of the risk posed by the offender. The Sexual Violence Rating Scale (SVR-20) is an example of a clinical decision tool for use in sexual offences (Webster, Rudiger,  Ã‚  Goran, 2002). Comparison and Conclusions According to relevant sources, actuarial assessments present the most accurate results in the prediction of recidivism (Webster, Rudiger,  Ã‚  Goran, 2002). Furthermore, the assessment instruments present an easy way of accessing and analyzing offender information for faster solutions. However, there are critics that the actuaria l rating scales used for assessment are one-dimensional and may not reflect the actual level of offender risks. Furthermore, the level of superiority in the assessment method depends on the formulation of assessment questions. For instance, questions in different stages may result in different scores for the same assessment instrument used. As such, it is not true that a certain instrument will always provide the most accurate results for all scenarios.Advertising Looking for research paper on criminology? Let's see if we can help you! Get your first paper with 15% OFF Learn More References American Psychiatric Association. (2000). Diagnostic and Statistical Manual of Mental  Disorders. Washington, DC. Baltimore County. (2011). Inmate Classification. Web. Bonta, J., Bourgon, G., Jesseman, R., Yessine, A. K. (2005). Pre-sentence reports in Canada. User Report 2005. Ottawa: Public Safety Canada. Hanson, R. (1997). Rapid Risk Assessment for Sex Offence Recidivism. Senior Research Officer. Ottawa: Ontario. Lind, K. (2009). Stopping the Revolving Door: Reform of Community Corrections in  Wisconsin. Web. Murray, C. (1998). Community Facilities for Juvenile Offenders in Washington State. Retrieved from the Washington State Institute for Public Policy Website: wsipp.wa.gov/ReportFile/1299 Physicians and Lawyers for National Drug Policy. (2008). Alcohol and Other Drug  Problems: A Public Health and Public Safety Priority. Web. Webster, D., Rudiger, M.,  Ã‚  Goran, F.  (2002). Violence Risk Assessment: Using Structured Clinical Guides Professionally.  Int ernational Journal of Reonsic Mental Health Services,  1(2),  44-49.

Rafael Trujillo Biography

Rafael Trujillo Biography Rafael Leà ³nidas Trujillo Molina (October 24, 1891-May 30, 1961) was a military general who seized power in the Dominican Republic and ruled the island from 1930 to 1961. Known as the Little Caesar of the Caribbean, he is remembered as one of the most brutal dictators in Latin Americas history. Fast Facts: Rafael Trujillo Known For: Dictator of the Dominican RepublicAlso Known As: Rafael Leà ³nidas Trujillo Molina, Nicknames: El Jefe (The Boss), El Chivo (The Goat)Born: October 24, 1891 in San Cristà ³bal, Dominican RepublicDied: May 30, 1961 on a coastal highway between Santo Domingo and Haina in the Dominican RepublicParents: Josà © Trujillo Valdez, Altagracia Julia Molina Chevalier  Key Accomplishments:  While his regime was rife with corruption and self-enrichment, he also undertook the modernization and industrialization of the Dominican RepublicSpouse(s): Aminta Ledesma Lachapelle, Bienvenida Ricardo Martà ­nez, and Marà ­a de los Angeles Martà ­nez AlbaFun  Fact: The merengue song Mataron al Chivo (They Killed the Goat) celebrates the assassination of Trujillo in 1961 Early Life Trujillo was born of mixed-race ancestry to a lower-class family in San Cristà ³bal, a town on the outskirts of Santo Domingo. He began his military career during the U.S. occupation of the Dominican Republic (1916-1924) and was trained by U.S. marines in the newly formed Dominican National Guard (eventually renamed the Dominican National Police). Generalissimo Rafael L. Trujillo (left), Commander -in-Chief of the Dominican Republic armed forces, reviews a complement of the US Destroyer Norfolk, during a recent visit of the warship here. The nation declared a special holiday in honor of the visiting personnel, who in turn were invited to inspect the thirty naval vessels of the Dominican navy. Bettmann / Getty Images Rise to Power Trujillo eventually rose to Chief of the Dominican National Police, all the while engaging in shady business deals related to the purchase of military food, clothes and equipment, from which he began to amass wealth. Trujillo demonstrated a ruthless tendency to remove enemies from the army, place allies in key positions, and consolidate power, which is how he became the commander-in-chief of the army by 1927. When President Horacio Vzquez fell ill in 1929, Trujillo and his allies saw an opening to prevent Vice President Alfonseca, who they considered to be an enemy, from assuming the presidency. Trujillo began to work with another politician, Rafael Estrella Ureà ±a, to seize power from Vzquez. On February 23, 1930, Trujillo and Estrella Ureà ±a engineered a coup that eventually resulted in both Vzquez and Alfonseca resigning and ceding power to Estrella Ureà ±a. However, Trujillo had designs on the presidency himself and after months of intimidation and threats of violence toward other political parties, he assumed the presidency with Estrella Ureà ±a as vice president on August 16, 1930. The Trujillo Agenda: Repression, Corruption and Modernization Trujillo proceeded to murder and jail his opponents after the election. He also established a paramilitary force, La 42, designed to persecute his opponents and generally instill fear in the population. He exerted full control over the islands economy, establishing monopolies over salt, meat and rice production. He engaged in blatant corruption and conflicts of interest, forcing Dominicans to buy staple food products distributed by his own companies. By rapidly acquiring wealth, Trujillo was eventually able to push out owners across various sectors, such as insurance and tobacco production, forcing them to sell to him. Vice-President Richard M. Nixon and General Rafael L. Trujillo of the Dominican Republic (right) exchange warm greetings on Nixons arrival in Ciudad Trujillo, March 1st. The visit to the Dominican Republic marked the next-to-last stage of Nixons good Will tour of Latin America. During an official motorcade through the city, Nixon was cheered by some 15,000 schoolchildren. Streets were decked with U.S. and Dominican flags. Bettmann / Getty Images He also issued propaganda proclaiming himself as the savior of a previously backward country. In 1936 he changed the name of Santo Domingo to Ciudad Trujillo (Trujillo City) and began to erect monuments and dedicate street names to himself. Despite the vast corruption of Trujillos dictatorship, his fortunes were closely tied to the Dominican economy, and thus the population benefitted as his government went about modernizing the island and undertaking infrastructure and public works projects, such as improving sanitation and paving roads. He was particularly successful in pushing industrialization, creating industrial plants for the production of shoes, beer, tobacco, alcohol, vegetable oil, and other products. Industries enjoyed special treatment, like protection from labor unrest and foreign competition. Sugar was one of Trujillos largest ventures, particularly in the post-war era. Most of the sugar mills were owned by foreign investors, so he set about buying them up with state and personal funds. He used nationalist rhetoric to back up his agenda of taking over foreign-owned sugar mills. At the end of his reign, Trujillos economic empire was unprecedented: he controlled nearly 80% of the countrys industrial production and his firms employed 45% of the active labor force. With 15% of the labor force employed by the state, this meant that 60% of the population depended on him directly for work. Although Trujillo ceded the presidency to his brother in 1952 and 1957 and installed Joaquà ­n Balaguer in 1960, he maintained de facto control over the island until 1961, using his secret police to infiltrate the population and rout out dissent using intimidation, torture, imprisonment, kidnapping and rape of women, and assassination. The Haitian Question One of Trujillos most well-known legacies was his racist attitudes toward Haiti and the Haitian sugarcane laborers who lived near the border. He stoked the historic Dominican prejudice against black Haitians, advocating a deafricanization of the nation and restoration of Catholic values (Knight, 225). Despite his own mixed race identity, and the fact that he himself had a Haitian grandparent, he projected the image of the Dominican Republic as a white, Hispanic society, a myth that persists to this day with bigoted, anti-Haitian legislation being passed as recently as 2013. A celebration in praise of President Rafael L. Trujillo Sr. The LIFE Picture Collection / Getty Images Trujillos anti-Haitian sentiment culminated in the murder of an estimated 20,000 Haitians in October 1937, when he traveled to the border and declared that the Haitian occupation of the border areas would no longer continue. He ordered all Haitians remaining in the area to be murdered on sight. This act provoked widespread condemnation across Latin America and the U.S. After an investigation, the Dominican government paid Haiti $525,000 for damages and injuries occasioned by what officially was termed frontier conflicts. (Moya Pons, 369). Trujillos Downfall and Death Dominican exiles opposed to the Trujillo regime carried out two failed invasions, one in 1949 and one in 1959. However, things shifted in the region once Fidel Castro succeeded in overthrowing Cuban dictator Fulgencio Batista in 1959. In order to help the Dominicans overthrow Trujillo, Castro armed a military expedition in 1959 composed mostly of exiles but also some Cuban military commanders. The uprising failed, but the Cuban government continued urging Dominicans to revolt against Trujillo and this inspired more conspiracies. One widely publicized case was that of the three Mirabal sisters, whose husbands had been jailed for conspiring to overthrow Trujillo. The sisters were assassinated on November 25, 1960, provoking outrage. One of the decisive factors in Trujillos downfall was his attempt to assassinate Venezuelan President Romulo Betancourt in 1960 after discovering that the latter had participated years before in a conspiracy to oust him. When the assassination plot was revealed, the Organization of American States (OAS) severed diplomatic ties with Trujillo and imposed economic sanctions. Moreover, having learned its lesson with Batista in Cuba and recognizing that Trujillos corruption and repression had gone too far, the U.S. government withdrew its longstanding support of the dictator it had helped train. On May 30, 1961 and with the help of the CIA, Trujillos car was ambushed by seven assassins, some of whom were part of his armed forces, and the dictator was killed. 6/5/1961-Ciudad Trujillo, Dominican Republic-Newsmen view the car in which Dominican dictator Rafael Trujillo was assasinated. The automobile contained about 60 bullet holes, and had blood stains on the back seat where Trujillo was seated. Late June 4th, Dominican authorities reported that two of the assassins had been killed in a gun battle with security police. Bettmann / Getty Images Legacy There was widespread rejoicing by Dominicans when they learned that Trujillo had died. Bandleader Antonio Morel released a merengue (the national music of the Dominican Republic) shortly after Trujillos death called Mataron al Chivo (They killed the goat); the goat was one of Trujillos nicknames. The song celebrated his death and declared May 30 a day of freedom. Many exiles returned to the island to tell stories of torture and imprisonment, and students marched to demand democratic elections. Juan Bosch, a populist reformer, who had been an early dissident during the Trujillo regime and who had gone into exile in 1937, was democratically elected in December 1962. Unfortunately his socialist-leaning presidency, focused on land reform, was at odds with U.S. interests and lasted less than a year; he was deposed by the military in September 1963. While authoritarian leaders like Joaquà ­n Balaguer have continued to hold power in the Dominican Republic, the country has maintained free and competitive elections and has not returned to the level of repression under the Trujillo dictatorship. Sources Gonzalez, Juan. Harvest of Empire: A History of Latinos in America. New York: Viking Penguin, 2000.Knight, Franklin W. The Caribbean: The Genesis of a Fragmented Nationalism, 2nd edition. New York: Oxford University Press, 1990.Moya Pons, Frank. The Dominican Republic: A National History. Princeton, NJ: Markus Wiener Publishers, 1998.

The management of global trade distribution Essay

The management of global trade distribution - Essay Example The company has set a vision that has worked to their advantage in expanding the company. Its vision is â€Å"Most admired by our customers, employees, business partners and shareholders for the experience and the value they enjoy being with us† (Tata Motors). The company also adopted a culture of being accountable; customer and product focused and became excellent in goods and services provision with a superb speed. The company was founded in the year 1945, and most of its vehicles are used across India, currently over 7.5 million Tata vehicles are on the roads since they started in 1954. The company set a strategic alliance with The Fiat Group Automobiles in 2005 to manufacture both Tata and Fait cars and Fait power trains. Since then, the company’s dealership, sales, services and spare parts have greatly increased to over 3,500 touch points (Sauvant, 2008, p.25). Global Distribution Tata Motors has also expanded more since its enlisting in New York Stock exchange in September 2004; thus setting its level up to an international automobile company. The company also establishes several links and association with other companies enabling it to over its goods and services in several countries like the UK, Spain, Indonesia, Thailand, South Africa and South Korea. One of the subsidiaries was the Daewoo Commercial Vehicles Company, which is the second leading manufacturer of trucks in South Korea and the other is the Jaguar Land Rover which was acquired in 2008. This enabled the Daewoo to have new products it its market giving them a chance to export the same product to international markets. Tata Company has grown internationally and established good ties with several international companies (Tata Motors). Since 1966, the company’s products were on the market of numerous continents. This includes Europe, Africa, South America, South East Asia, The Middle East and Russia. It also had some operations in Bangladesh, Ukraine and Senegal. In the yea r 2011, the company set a joint venture with Tata Africa Holding (Pty) limited to assemble both medium and heavy commercial vehicles ranging from 4 to 5o tonnes in its plant at Rosslyn, North of Pretoria. A venture was also established between Tata motors and Brazil-based buses and coaches manufactures of 51:49, a plant located at Dharwad, to manufacture busses and coaches for India. The company is currently known almost all over the world with its products that can be custom-made to fit the user’s needs and requirement (Tata motors). Strategic Issues Tata is a company that leads with trust. It believes in bringing back wealth to the community they serve. The company is inspired by nationalism, thus being kingpin of several industries of national importance to India. These are the steel, power, hospitality and airlines. This is one of the strategic plans for the company to develop a good relationship with its own country as one of the major users of their goods and services ( Tata motors). The company also used two-thirds of its equity through philanthropic trusts to open up state institutions for technology and science, medical research, arts and social studies. Through the trust, the company was also able to establish links with non-governmental organizations dealing with education, social welfare and health of the community at large (Thomsen, 2011, p.10). The company is also focused on new technologies currently available to enable the company widen its territories

Reading response Essay Example | Topics and Well Written Essays - 1000 words - 4

Reading response - Essay Example Disney movies have influenced children and adults equally well to absorb gender images which are prominent in our society. The American society in a subtle manner has recognized the gender role presented by this movie â€Å"Beauty and the Beast†. The beauty is an innocent girl who is naà ¯ve and pure. This is what our society thinks about the gender roles of male and female. Disney has tried to present the cultural beliefs and values which has nurtured the natural consciousness of Americans. â€Å" AN because Disney was so deeply embedded in the American psyche and scene, understanding him also may also enable one to understand the power of popular culture in shaping the national consciousness†. (Gabler,20) Disney has show cased what the people want to see as he knows what people believe would only be accepted by them when shown in movies. Even though there is a female lead in the story, the masculine power always stood out. The thinker Gabler states that Walt Disney’s influence on people cannot be measured by numbers but by the way it shaped the culture of Americans. It is an illusion or imagination of society where a prince or man is the superior authority in romances. It is not different from real world as man is consistently seen as the leading power in life and in all relationships. In â€Å"Beauty and the Beast† the female character is sensuous, pretty, delicate and subordinate to the male power. Kilbourne says that in media culture the importance is for power rather than passion. According to ( Kilbourne 394) â€Å"Men conquer and women ensnare, always with the essential aid of a product. The woman is rewarded for her sexuality by the man’s wealth†. Even though her male part is played by a beast, the dominating power of the character can be seen all over the movie. Disney has produced many animated movies and every movie has male characters that represent courage, power and strength. Women in this movie only have the role of

Separation of sand (SiO2) and salt NaCl Essay Example for Free

Separation of sand (SiO2) and salt NaCl Essay I am trying to separate SiO2 and NaCl.lso I will calculate the percentage of SiO2 and NaCl in the mixture. Apparatus/Chemicals * Weighing bottle * Analytical balance * Bunsen Burner * Side arm flask * Thick walled rubber tube * 5 grams of the mixture SiO2 and NaCl * Tripod * 50ml of H2O * Filter paper * Funnel * Spatulas * Evaporating dish * Clamp * Boss * Gauze Method 1. Collect all apparatus above 2. Measure approximately 5 grams of the SiO2/NaCl mixture on an analytical balance. 3. Measure 50cm3 of H2O 4. Pour SiO2/NaCl mixture into beaker with H2O. 5. Stir the solution so that the salt dissolves. 6. Set up vacuum filtration 7. Pour the mixture in the Buckner funnel. 8. Wait for the H2O to run into the conical flask. 9. Set up Bunsen burner. 10. Heat H2O left in the conical flask in an evaporating dish. 11. The H2O will evaporate leaving behind NaCl. 12. Weigh SiO2 and the NaCl. Results Weight of mixture before experiment 5.5380 After heating mixture there was SiO2 2.5221 NaCl 2.4317 2.5221+2.4317=4.9538 There was some salt and sand lost 5.5380 -4.9538=0.5894 Calculations on the percentage of SiO2 and NaCl in mixture Salt 2.4317 X100 =44% 5.5432 Sand 2.5221 X100 =45% 5.5432 Lost Sand/Salt 0.5894 X100=11% 5.5432 Conclusion My aim was to separate SiO2 and NaCl, which I did successfully to a certain extent. I lost 11 %of the mixture due to experimental error. Another part of my aim was to calculate the percentage of the SiO2 and NaCl, which I have done above. Evaluation From my results you can see I have made a major error.11% of the mixture was lost. This was due to experimental error. I cannot really say that in the mixture SiO2 had the highest percentage. This is because 11% was lost and I do not know how much of the lost percentage is SiO2 or NaCl. Whilst I was heating the evaporating dish. The H2O was spitting SiO2 out of the evaporating dish. I lost a lot of SiO2 here as it came out. In the future I can put a lid on top of the evaporating dish. Another error where I lost SiO2 was on the filter paper.Smal quantities of solid SiO2 were left on the filter paper and Buckner funnel. When transferring the mixture of SiO2 and NaCl from the weighing bottle to the beaker I could have lost some of the mixture in the bottle. Next time I do the experiment I could measure the mixture in the beaker. Therefore, I will eliminate the transferring of the mixture.