Dairy Industry Of Pakistan Marketing Essay

Dairy Industry Of Pakistan Marketing Essay The dairy industry of Pakistan is a very competitive industry and has huge potential. Unfortunately, dairy processors in Pakistan still have miles to cover before they can exploit full benefits of this industry. The milk production of the country has not been up to the mark and as a result the demand for dairy products outweighs the supply. Traditionally, people living in urban areas preferred to consume fresh milk delivered to their homes by Gawallas. However with the passage of time, as people became more and more health conscious there was a shift towards the consumption of UHT milk and its demand has been increasing ever since. In the UHT milk segment, firms like Nestle Pakistan Limited and Engro Foods Limited have emerged as leading market players. These firms with their bundle of financial resources have made huge investments in getting state of the art technology, manpower and strengthening their promotion efforts. Despite the fact that local dairy processing industries have b een able to match the quality standards of Nestle and Engro to a greater extent, these firms lack in their marketing efforts. Noon Pakistan Limited is one such firm which is being effected due to poor marketing efforts and has not been able to reap the benefits of the industry in which it operates. Noon Pakistan Limited is a venture of the Noon Family and has been marketing its products under the brand name of Nurpur. The firm enjoys market leadership in the category of butter. Initially when the firm launched its UHT milk the market response was good. However with the passage of time, the brand performance of Nurpur UHT milk has deteriorated due to mismanagement of marketing efforts. While management claims that they are able to sell whatever they produce, the market survey results prove that the prevailing performance of the brand has not been up to the mark. The firm relies on the selling concept which is a short term approach and little emphasis is being given to the concept of brand building. It is the need of the hour that Noon Pakistan Limited adopts a long term strategic approach if it wants to secure its position in the market for years to come. To study the issue being faced by Noon Pakistan Limited, a rigorous Literature review was conducted followed by interviews with employees of the firm, retailers and consumer surveys. Financial analysis and comparison with Nestle and Engro was done. Even though Noon Pakistan Limited does not match the financial strength of its competitors, there are many ways in which the firm can improve its position in the market. The first step in building strong brands is to ensure that the brand has a high salience. The brand should have top of the mind recall and recognition. Unfortunately the survey results analyzed using SPSS software proved that Nurpur milk is not the first brand which comes to the mind when a consumer wants to purchase UHT milk. Majority of the respondents could not even recall any advertisements of Nurpur milk. A major proportion of the respondents also highlighted the fact that Nurpur milk was occasionally short in the market. The results of the retailer interviews also prove that Noon Pakistan Limited has to improve its trade promotion schemes as majority of the retailers were not satisfied with current distribution practices of the company. The retailers highlighted the fact that the company should improve its promotion activities so that consumers start demanding Nurpur milk. Due to weak financial resources, Noon Pakistan Limited should utilize alternative strategies to maintain its position in the market. The firm needs to invest in consumer promotion activities like in store sampling and taste trials. The firm also needs to focus on its BTL activities in order to strengthen the perceptual positioning of the brand in consumer mind. The firm needs to revise its payment policies with retailers and start providing goods on a credit basis to those retailers who have a good reputation in the market. In short, Noon Pakistan Limited should revise its current practices and operations. The firm should let go its old concept of selling and instead focus on building the equity of its brands if it wants to strengthen its position in the market for the future. 2.INTRODUCTION The Noon Group The Noon Group of Companies is being managed by the Noon family. The group has qualified and experienced professionals. The Noon Group of Pakistan strives to improve its profitability and safeguard its stakeholders interest while maintaining highest quality standards and serving the community (About Us: Nurpur Foods, 2012). The Noon Group of Companies has various business ventures and Noon Pakistan Limited is one such profitable venture of the Group. Apart from Noon Pakistan Limited a brief description of the other business ventures are as follows:- 1. Noon Sugar Mills Limited This venture was incorporated in 1964 and manufactures white sugar. Initial crushing capacity was 1500 MT of sugarcane which has been increased to 4000 MT over the passage of time. In 1986 an alcohol distillery was setup to manufacture industrial alcohol. The total number of people employed is 683 and currently efforts are underway to increase the crushing capacity to 8000 MT/day (About Us: Nurpur Foods, 2012). 2. Pioneer Cement Limited Pioneer Cement Limited was incorporated in 1985 with a total investment of Rs.2660 million and production capacity of 630000 tons per annum. The plant is situated in Chenki, Khushab. The project was financed by a consortium of foreign lenders led by the Asian Development Bank. Efforts are underway for another line having a capacity of 6000 MT/day (About Us: Nurpur Foods, 2012). 3. Noon International Private Limited Noon International Private Limited is a trading company which was established in 1972. The company employs 43 people including a team of 15 professional sales engineers. This firm represents various international companies of repute in Pakistan and markets their equipment in the fields of textile, power generation, sugar, fertilizer, chemical, steel, cement, food and milling (About Us: Nurpur Foods, 2012). 4. Textile Technics Private Limited Incorporated in 2004 with a total investment of Rs 100 million, Textile Technics is a joint venture between M/S Blue Reed of Spain and Noon International Private Limited. The project has a production capacity of 22000 meters of reed per annum (About Us: Nurpur Foods, 2012). 5. Textile Services Textile Services was established in 1994 and provides services to over 200 customers of Sulzer Textile Projectile Weaving Machines. The company employs 32 people and provides training, technical service and spare parts for clients (About Us: Nurpur Foods, 2012). Noon Pakistan Limited Incorporated in 1966 with a total investment of 553 million, Noon Pakistan Limited produces various products namely Butter, Cheese, UHT milk, HCLF, Pasteurized milk, Flavored milk, Juices, Water, Desi ghee, Honey and Jam. Installed capacity of the plant is 72000 Liters/2 shifts and there are 700 employees. Noon Pakistan Limited has been marketing its products under the brand name of Nurpur. The plant is located in Bhalwal, Sargodha while the head office is situated in Lahore (About Us: Nurpur Foods, 2012). The company has not only built a strong reputation over the past years but has also been able to offer a strong product portfolio to its consumers. Noon Pakistan Limited believes in optimum utilization of resources in order to secure the interests of major stakeholders and fulfilling its obligation as a responsible corporate citizen by serving the community. The company also utilizes rigorous quality control procedures at all stages to ensure supply of quality products to consumers. This has allowed the firm to increase its turnover from Rs 311.7 million in 2004 to Rs 2436.41 million in 2011 (Company Profile: Nurpur Foods, 2012). The year 2011 was a challenging year for Noon Pakistan Limited. Energy Crisis, security situation coupled with devastating floods had exerted significant pressure on the economy and cost of living. Higher inflationary trends continued impacting their key products particularly related to fresh milk when shortages led to a cost increase of 16% compared to last year. Additionally, higher growth of their products led to severe filling capacity constraints and the market demand could not be met fully. Despite all these challenges, the management made serious efforts to achieve performance objectives by effective product mix, controlling fixed costs and locating new cheaper sources of raw material. Economic trends, prolonged gas and electricity outages, severe competition in selling brands and procurement of raw milk are not expected to ease out during the coming months. Due to reduced buying power, trend in the market is changing fast as consumers are looking for cheaper products in small packages. Therefore the management at Noon Pakistan Limited has made plans to reassess the market requirements and also further improve their production efficiency (Noon Pakistan Limited, 2011). Vision The vision statement of Noon Pakistan Limited is as follows:- Our vision at Nurpur is to be a transformative force in our community and world at large and to serve as a model of a sustainable business alternative that nurtures social and economic well being in an environmentally sensitive manner (Our Vision: Nurpur Foods, 2012). Mission The mission statement of Noon Pakistan Limited is as follows:- Nurpur is committed to supplying the consumer and customer with the finest, high quality products and to be a leading industry in healthy and nutritious products. Nurpur supports these goals with a corporate philosophy of adhering to the highest ethical conduct in all its business dealings, treatment of its employees, and social and environmental policies (Our Mission: Nurpur Foods, 2012). Core Values At Noon Pakistan Limited, consumers are at the forefront of everything they do. The core values of the company include the generation of Ideas that can be constantly challenged to develop next generation solutions, to conduct business openly and fairly while competing fiercely at the same time, to encourage teamwork with individual flairs, to set tough goals that can be challenged and beaten, to value preservation of the environment and ensure sustainability of organic agriculture, to value mutually supportive relationships among members of local and global communities (Core Values: Nurpur Foods, 2012). Awards and Certifications Noon Pakistan Limited has won many prestigious awards and certifications which are First dairy company in Pakistan to be certified under ISO 22000:2005, Brand of the year award (2006-07) in the category of Butter, Brand of the year award (2007-08) in category of Butter, Cheese and flavored milk and Brand of the year award (2008-09) in the category of Butter (Certifications: Nurpur Foods, 2012). Three years production snapshot PRODUCTION UNITS 2011 2010 2009 UHT Milk/Tea whitener Liters 30,940,079 20,385,290 16,246,333 UHT Flavored milk Liters 4,668,071 4,075,407 2,498,299 UHT Cream Liters 71,381 461,722 345,580 Butter Kilograms 986,335 1,011,925 862,622 Milk powder Kilograms 927,943 1,160,508 930,894 Cheese Kilograms 203,146 206,508 194,020 Ghee Kilograms 34,371 52,190 31,331 Pasteurized Milk Liters 4,911,778 2,663,294 1,806,733 Loose cream Liters 3,490 Jams and honey Kilograms 34,032 42,812 23,735 Juices Liters 4,421,399 10,341,160 10,402,443 Adapted from the Annual Report (Noon Pakistan Limited, 2011). The production snapshot over the years shows that the production of UHT milk/Tea whitener, UHT flavored milk and Pasteurized milk has increased from 2009-11 while the production of UHT cream, Butter, Milk Powder, Cheese, Ghee, Jams and Juices has decreased from 2009-11. Loose cream was discontinued in the year 2011. The focus of the firm remains on strengthening its position in the UHT milk segment. The Purchase Department To study the operations of the Purchase Department, two interviews were conducted with the Purchase Manager. The findings of the interviews have been utilized to describe the function of the Purchase Department. The purchase department is responsible for purchasing all materials required by the head office and plant other then milk which is purchased at the milk collection centre in Bhalwal. Materials which are purchased by the department range from ordinary items like office and plant stationary to complex materials like Flavors, Spare parts for plant equipment and transportation vehicles, Chemicals, Fuel and everything related to the manufacturing process, Logistics and day to day operations. Demand for requisition comes from the factory and approval has to be given by the Managing Director. The purchase department currently has 4-5 employees. The purchase department stays in coordination with the plant and suppliers through phone and email and as such no software is currently being used by the department. The department uses a manual system of keeping records and storing files. The purchase department always keeps 3 copies of requisitions and delivery challans. One copy is sent to the pla nt, one copy is maintained with the purchase department and one copy is kept by the Purchase Manager. The major suppliers of Noon Pakistan Limited are SMC, Sitara Chemicals , Jason Foods and Danisco. Everyone is involved in the purchase process including the General Manager, Purchase Manager and people from the plant. Payments to suppliers are made either on cash or credit through the head office. Credit terms depend on contacts and relations with suppliers and can range from 15 days up to a month. According to the Purchase Manager, Noon Pakistan Limited believes in maintaining healthy relations with Suppliers and this is one of the key strengths of the department. The primary reason given for this was that Juices and Milk factories in Pakistan have no second option since suppliers are limited and few. They have to purchase materials from the specified suppliers and bargaining power of suppliers is high in this regard. However if relations are good with suppliers not only do supplie rs cooperate but may also be lenient in terms of credit. In this regard price does not play a major issue but a greater issue is that of availability of materials from suppliers. The Purchase Manager also stated that in case of materials needed from local suppliers, the purchase department is given no time and purchase has to be made immediately. However when imported materials are required from foreign suppliers, the Purchase department is informed in advance as shipping takes time. There is no fixed pattern of purchases made throughout the year and it all depends on plant and market requirements. The quality of materials purchased is checked at the plant and if there are defects the merchandise is returned to the supplier. The Purchase Manager also stated that there is no HR department as such and the performance of the purchase department is monitored from the plant and by the Managing Director (Ashraf, 2012). DELIVERY CHALLAN Noon Pakistan Limited 1st Floor, Mustafa Centre, 45 F, Main Market, Gulberg Lahore Pakistan No._______ Date:_________ To, Manager, Noon Pakistan Limited, Bhalwal The following goods have been dispatched to you by Truck No_____________ SR# Description Qty. Amount Supplier Remarks Kindly Sign and Return Duplicate ____________________ _________________ Malik Mohammed Ashraf Bhalwal Store Source: Company Internal Documents NOON PAKISTAN LIMITED, BHALWAL DEMAND OF STORE TO BE PURCHASED DEMAND NO______ DATE____________ SR# Item Code Nomenclature Specification Name A/U Qty Required Stock in Hand Last Purchase Date Rate/Unit Amount Remarks ____________ _______________ Store Manager General Manager Source: Company Internal Documents The Marketing Department To study the operations of the Marketing Department of the firm, two interviews were conducted with the Marketing Manager. Marketing research activities are outsourced. The Marketing Department purchases monthly reports from different marketing research agencies like AC Nielson and Tetra Pak. In this way the marketing department stays in touch with the latest trends and competitor activities. The Marketing department comprises of one marketing manager and a brand manager. The Marketing Manager reports to the General Manager of Marketing and Sales while activities of the brand manager are monitored by the marketing manager. The brand manager is responsible for dealing with various agencies as all marketing research data and ATL as well as BTL activities are outsourced. Some of the agencies with which the marketing department works are SABB Marketing, Time and Space, Orient, HRK Communications, Aura Communications, TOPAZ Communications and ADZ Communications. These agencies prepare designs of print ads and commercials. The brand manager discusses the various designs with the Marketing Manager and after mak ing necessary amendments and recommendations approval is given to Marketing agencies. The Marketing Department does its planning in the beginning of the year in coordination with the Sales Department. A monthly, yearly and 5 year plan is made. The Marketing Department is consulted in all strategic decisions made at the corporate level. There is no fixed method for determining the budget allocated to the Marketing Department and it all depends on various factors like last years profitability and market performance of various brands available in the market. In 2012, three new brands by the name of Yogo Yogo, Dairy Rozana and Jalwa have been launched. The Marketing Strategy of Noon Pakistan Limited is Differentiation strategy. However the strategy to be adopted for each brand depends on the market performance and competitor activities. Since UHT milk is difficult to differentiate, the current strategy being adopted is to position it as a milk which is enriched with vitamins needed for healthy growth and development. The target market of UHT milk is Housewives and working females as well as males. Different SKUs are being used to target different Socio Economic Classes like the 1000ml pack is targeted for SEC-A while the 200ml and 250ml packs are targeted towards low income households. The main competitor brands of Nurpur Milk are Olpers, Milk Pak, Good Milk and Haleeb. The marketing department does not go for an offensive strategy because Nestle and Engro are huge giants with bundle of resources. Noon Pakistan Limited can be classified as an Analyzer because it is operating both in a stable and dynamic market. Another reason for not adopting an offensive strategy is that volumes are low. Importance is not given to gain shelf space because production volumes are so low and everything sells out due to high demand of UHT milk. Recently a new brand by the name of Dairy Rozana has been launched as a flanker brand to compete with the Dairy Omung of Engro. The main weak ness of the Marketing Department is that very little attention is being paid towards building brand equity. The department is focusing on increasing sales which is a short term approach rather than focusing on building their brands (Khan, 2012). Organizational Chart of the Marketing Department Source: Internal Company Documents The Brand Manager is responsible for dealing with various Marketing Agencies and reports to the Marketing Manager. The Marketing Manager reports to the General Manager of Sales and Marketing (Khan, 2012). The Sales Department Two interviews were conducted with the Sales Analyst of the firm to get insights regarding the operations of the Sales Department. The organizational structure of the Sales Department comprises of the General Manager of Sales and Marketing, National Sales Manager, Regional Sales Manager, Area Sales Manager, Field Managers and Sales Officers. The job description of the Field Manager and Sales Officer is the same but position of Field Manager is superior because those Sales Officers whose performance is consistently outstanding are made Field Managers. Territories have been assigned according to location and comprises of Central Zone, Southern Punjab zone and Northern zone which includes RWL/AJK, Hazara belt and Pakhtoon.K belt. Distribution is limited in Quetta and Multan because of heavy freight expenses. The process of forecasting yearly sales is that last years closing sales are doubled and the amount is set as the Sales Target for the next year. Sales Quotas are assigned to Salesmen depending on the Area and potential of salesman. Other factors which are taken into account while assigning quotas are the seaso nality issue because milk production and its demand fluctuates throughout the year. There are more than 280 distributors all over the country and each Sales Officer has to monitor and look after three to four distributors. The Sales department also relies on individual projections from the Sales Team when deciding upon monthly and quarterly targets. If a salesman is unable to achieve his target in the specified time, he has to achieve both, the remaining target as well as the target allocated in the next period. If targets are continuously not being achieved the Salesman is fired. The salesmen who achieve targets are awarded with bonuses and cash rewards. In order to motivate the sales team, a sales competition is held and winner of Sales Man of the Year is rewarded. Besides having a Sales competition, vacation trips are also planned to motivate the Sales Team. If targets set in the year 2012 are met, the entire Sales Team will go on a vacation to Dubai on the companys expenses. Noo n Pakistan Limited has also started exporting its products to countries like England, Kenya and Afghanistan. The documentation process to export products involves the Performa Invoice, E-Form Attestation, Commercial Invoice, Packing List, Certificate of Origin and Analysis Report (Butt, 2012). Organizational Chart of Sales Department Source: Company Internal Documents Product Portfolio and Price List Product Packing Unit/Ctn Retailer Margin Trade Price Consumer Price 1.UHT Milk Ctns Units Ctns Units 1000ml 12 6.09% 1018 84.83 1080 90 200ml 24 4.35% 391 16.29 408 17 250ml 27 5.97% 586 21.7 621 23 2.Chai mix Ctns Units Ctns Units 250ml 27 6.38% 533 19.74 567 21 200ml 24 5.97% 385 16.04 408 17 3.Butter KGs Units KGs Units 200gm 30 8.00% 463 92.6 500 100 100gm 60 12.70% 488 48.8 550 55 50gm 120 13.20% 530 26.5 600 30 20gm 300 13.20% 530 10.6 600 12 10gm 600 13.20% 530 5.3 600 6 1Kg white 20 11.80% 8500 425 9500 475 4.Cheese Ctns Units Ctns Units 200gm cottage 42 9.10% 6930 165 7560 180 200gm slice 36 16.10% 5580 155 6480 180 225gm chedder 40 14.90% 5920 148 6800 170 225gm spicy 40 14.90% 5920 148 6800 170 225gm mozarella 40 14.60% 6980 174.5 8000 200 450gm chedder 20 13.40% 6880 344 7800 390 450gm mozarella 20 13.60% 8800 440 10000 500 1.8Kg mozarella 4 13.10% 5128 1282 5800 1450 1Kg slice 8 13.60% 5072 634 5760 720 1Kg slice (KFC) 8 13.60% 5072 634 5760 720 2Kg Chedder 4 12.10% 3924 981 4400 1100 5.Cream P/Tray Units P/Tray Units 250ml 27 4.20% 1200 44.44 1250 46.3 6.Pasteurized milk P/Tray Liters P/Tray Liters 1000ml 10 11.70% 600 60 670 67 500ml 20 13.30% 600 30 680 34 7.Flavored milk Ctns Units Ctns Units 250ml 12 13.30% 233 19.42 264 22 200ml 12 12.10% 214 17.83 240 20 8.Pure juices Ctns Units Ctns Units Apple 1000ml 12 6.10% 792 66 840 70 Guava 1000ml 12 6.10% 792 66 840 70 Orange 1000ml 12 7.10% 840 70 900 75 Pineapple 1000ml 12 6.10% 792 66 840 70 Mango 1000ml 12 6.10% 792 66 840 70 Apple 200ml 24 11.80% 322 13.42 360 15 Orange 200ml 24 11.80% 322 13.42 360 15 Mango 200ml 24 15.40% 312 13 360 15 9.Yogo yogo Ctns Units Ctns Units 200ml 12 8.70% 276 23 300 25 10.Desi Ghee Ctns Units Ctns Units 1Kg 6 7.50% 2232 372 2400 400 11.Jams 1.5Kg Units 1.5Kg Units Strawberry 15gm 600 14.30% 385 3.85 440 4.4 Apple 15gm 600 14.30% 385 3.85 440 4.4 Marmalade 15gm 600 14.30% 385 3.85 440 4.4 Honey 15gm 600 14.30% 385 3.85 440 4.4 12.Dairy Rozana 1.5Kg Units 1.5Kg Units 1000ml 12 6.12% 735 61.25 780 65 250ml 27 6.11% 458 16.96 486 18 13.JALWA Ctns Units Ctns Units 250ml 27 6.21% 483 17.89 513 19 200ml 24 5.88% 340 14.17 360 15 Source: Company Internal Documents Marketing Mix of Nurpur UHT milk Nurpur UHT milk has been positioned as a milk which is enriched with vitamins needed for healthy growth and development (Khan, 2012). The milk is packed in Tetra Aseptic Packaging which allows long lasting storage and shelf space. Currently three SKUs are available in the market which are 200ml, 250ml and 1000ml. Initially the pricing policy adopted for Nurpur milk was market penetration pricing, which means prices were low compared to competing brands. Recently the pricing policy has been changed and now the pricing policy is competitive pricing policy as shown :- Product Packing Unit/Ctn Retailer Margin Trade Price Consumer Price 1.UHT MILK Ctns Units Ctns Units 1000ml 12 6.09% 1018 84.83 1080 90 200ml 24 4.35% 391 16.29 408 17 250ml 27 5.97% 586 21.7 621 23 Source: Company Internal Documents Due to low volumes produced the company has adopted the policy of selective distribution. The company offers various discounts to retailers to push their products into the market (Khan, 2012). The indirect distribution channel being used is shown below:- Source: Company Internal Documents Due to limited marketing budgets, the marketing department has to promote most of the products through Below The Line(BTL) activitie

Science, Technology, and Morality as Perceived in Mary Shelleys Franke

  Ã‚   In Frankenstein, Mary Shelley challenges the motives and ethical uncertainties of the scientific developments of her time. This critique has become increasingly relevant as modern scientists endeavor into previously unimagined realms of the natural world through the use of cloning and genetic engineering. Through careful analysis, we can see how the novel illustrates both the potential dangers of these exploits and the irony of the conflicts between science and creationism.   Ã‚  Ã‚  Ã‚   Prior to the birth of the story, Mary Shelley had begun to learn of advancements and speculation in the scientific world of the early nineteenth century; in Frankenstein's introduction, editor M. K. Joseph asserts that "Mary Shelley wrote in the infancy of modern science, when its enormous possibilities were just beginning to be seen" (xii). Interest in electricity, premature concepts of evolution, and other post-Enlightenment developments seized the attention of Mary and her lover, English writer Percy Shelley. Scientific news and rumors provided as numerous topics for discussion between the Shelleys and their peers: "Many and long were the conversations between Byron and [Percy] Shelley . . . various philosophical doctrines were discussed, and among others the principle of life, and whether there was any probability of its ever being discovered and communicated," wrote Shelley in her 1831 introduction.      Ã‚  Ã‚  Ã‚   Marylin Butler, in her article "The first Frankenstein   and Radical Science," describes how William Lawrence, a physician, lecturer, and friend to the Shelleys, may have had a profound influence on the Shelleys' perceptions and opinions of science. Butler reports how Lawrence was a passionate student of "materialist science," a re... ...ngman York Press, 1992. Garber, Frederick. The Autonomy of the Self from Richardson to Huysmans. Princeton: Princeton University Press, 1982. Kass, Leon R.   Toward a More Natural Science.  Ã‚   New York: The Free Press, 1985. Levine, George. The Endurance of Frankenstein. Los Angeles: Moers, 1974. Nelkin, Dorothy.   "Genetics, God, and Sacred DNA."   Society May/June 1996: 22-25. Patterson, Arthur Paul. A Frankenstein Study. http://www.watershed.winnipeg.mb.ca/Frankenstein.html Shelley, Mary.   Frankenstein.   Oxford: Oxford University Press, 1980. Smith, Christopher. Frankenstein as Prometheus. http://www.umich.edu/~umfandsf/class/sf/books/frank/papers/FrankCS.html Spark, Muriel. Mary Shelly. New York: Dutton, 1987. Williams, Bill. On Shelley's Use of Nature Imagery. http://www.umich.edu/~umfandsf/class/sf/books/frank/papers/FrankWJW.html Science, Technology, and Morality as Perceived in Mary Shelley's Franke   Ã‚   In Frankenstein, Mary Shelley challenges the motives and ethical uncertainties of the scientific developments of her time. This critique has become increasingly relevant as modern scientists endeavor into previously unimagined realms of the natural world through the use of cloning and genetic engineering. Through careful analysis, we can see how the novel illustrates both the potential dangers of these exploits and the irony of the conflicts between science and creationism.   Ã‚  Ã‚  Ã‚   Prior to the birth of the story, Mary Shelley had begun to learn of advancements and speculation in the scientific world of the early nineteenth century; in Frankenstein's introduction, editor M. K. Joseph asserts that "Mary Shelley wrote in the infancy of modern science, when its enormous possibilities were just beginning to be seen" (xii). Interest in electricity, premature concepts of evolution, and other post-Enlightenment developments seized the attention of Mary and her lover, English writer Percy Shelley. Scientific news and rumors provided as numerous topics for discussion between the Shelleys and their peers: "Many and long were the conversations between Byron and [Percy] Shelley . . . various philosophical doctrines were discussed, and among others the principle of life, and whether there was any probability of its ever being discovered and communicated," wrote Shelley in her 1831 introduction.      Ã‚  Ã‚  Ã‚   Marylin Butler, in her article "The first Frankenstein   and Radical Science," describes how William Lawrence, a physician, lecturer, and friend to the Shelleys, may have had a profound influence on the Shelleys' perceptions and opinions of science. Butler reports how Lawrence was a passionate student of "materialist science," a re... ...ngman York Press, 1992. Garber, Frederick. The Autonomy of the Self from Richardson to Huysmans. Princeton: Princeton University Press, 1982. Kass, Leon R.   Toward a More Natural Science.  Ã‚   New York: The Free Press, 1985. Levine, George. The Endurance of Frankenstein. Los Angeles: Moers, 1974. Nelkin, Dorothy.   "Genetics, God, and Sacred DNA."   Society May/June 1996: 22-25. Patterson, Arthur Paul. A Frankenstein Study. http://www.watershed.winnipeg.mb.ca/Frankenstein.html Shelley, Mary.   Frankenstein.   Oxford: Oxford University Press, 1980. Smith, Christopher. Frankenstein as Prometheus. http://www.umich.edu/~umfandsf/class/sf/books/frank/papers/FrankCS.html Spark, Muriel. Mary Shelly. New York: Dutton, 1987. Williams, Bill. On Shelley's Use of Nature Imagery. http://www.umich.edu/~umfandsf/class/sf/books/frank/papers/FrankWJW.html

Niche Company/Urban Outfitters

The purpose of this report is to investigate the challenges of setting up a business and the difference between the major forms of business; particularly, niche markets as compared to the larger mainstream markets. Define three (3) challenges when setting up a business. Explain why they are challenges. The three main challenges when setting up a business are: cash flow, product supply and demand, and human resources. Depending on the type of business, you will have the initial cost of beginning the business prior to any income derived from that business. What type of product are you selling and is there a consumer demand for the product. Finally, staffing the business is also a major concern. Depending on the type of business, there will often be an initial cash investment. Property will have to be acquired from which you will operate the business. The cost will depend on the location, where you product will be in demand, whether you are purchasing the property or renting; and the amount of square footage needed. The property needs to be decorated in order to display the product and there is also the expense of the inventory; labor is also involved with decorating and stocking the inventory. Are you able to do this yourself or will individuals need to be hired? Also, do you as the business proprietor have enough cash flow to sustain your living expenses during this time, when there is no or little income available? Urban Outfitters Continuing Case Study: Creating a business. 2 The business began with an idea or product and the question must be answered as to whether or not it is in demand. Consumers must want the product in order for the business to succeed; if the consumer does not want the product, the business will fail. Therefore, one must ask if the product ill be in demand in the area where the business will be located; for example, snow sleds would not be in demand on a tropical island. Beginning a business requires an enormous amount of time and help is often needed. Unless you limit your hours of operation, it would be impossible for a single proprietor to fulfill all the hours needed. At first, one may have family and/or friends willing to invest their time, bu t this will only last for so long. Hiring employees is a difficult task; one must make sure the person is well suited for the position. The individuals you hire will be representing your business. Define what a niche product is. Give at least three examples of niche products. A niche product is designed to appeal to individuals with specific interests, needs, and price range. A few examples of a niche product would include: plus size woman’s clothing, import automobile repair service, and ethnic foods. Explain why a niche product might have an advantage in a market. Would price necessarily be an advantage? Explain why or why not. Urban Outfitters Continuing Case Study: Creating a business. 3 Niche products or services are specialized and serve a smaller segment of the market. A niche market masters a product specifically, designed to serve only one type of individual in the market. The advantage is the niche company can focus on one group of consumers. Price may possibly be lower; marketing to a smaller group of individuals is often more efficient and cost effective. However, producing a lesser quantity with a high demand would have the potential of raising the price. For example, an imported car owner desires a mechanic specializing in imported car repair. There is not a high demand for this type of repair service; therefore, the price for this service would be higher. The higher price would not be concern for the imported car owner because his main concern is having his car repaired correctly. Identify and explain three reasons why customers would pay more for exclusivity. 1) An exclusive product gives the impression that it is special; therefore, individuals are willing to pay more for something that is unique or special. 2) An exclusive product could be considered hard to find or purchase because of availability making it more special. Individuals want what someone else may not be able to obtain. 3) Individuals are willing to pay more for an exclusive product in order to impress others. The person that is impressed would find value in that item. Urban Outfitters Continuing Case Study: Creating a business. 4 Explain how a niche player chips away at a larger competitor’s base. Give three examples of retailers who have done this. There are three areas in which a niche player can chip away at a larger competitor’s base: go after a different way of delivering a product; provide a premium product or service; and specialize in a one product line. Barnes and Noble Bookstores deliver their product in a specialized way. This bookstore offers a wide variety of books for the reader; it would be very rare for a customer to be unable to find a particular book. One can sit in a living room type atmosphere read their purchase while having a cup of cappuccino or espresso. Second Hand Books is a chain offering pre-owned books at a greatly reduced price. This is a very generic way of shopping for books since there is no reasoning to where the books are shelved and coffee is unavailable. Coach stores offer very expensive limited design handbags priced in the hundreds of dollars. A customer walking into the store is made to feel as if they are the only person there. Individual attention is there for the asking making each customer feel that her business is truly appreciated. Macy’s, a large department store, also offers Coach handbags; however, selection is limited since the store also offers other designer handbags. Starbuck’s provides gourmet coffee; their mission statement is to provide the best cup of espresso. They do not offer a food menu; their only product is the gourmet coffee. McDonald’s now offers cappuccino and other coffee drinks along with their burgers and other menu items. Although their coffee drinks are less expensive, it is well worth the price of a Starbucks to have a good cup of Java. Urban Outfitters Continuing Case Study: Creating a business. 5 Summary: Giant businesses consider niche marketing to be less profitable. However, for small scale businesses, which have just started off with their business ventures, it can be very profitable. By targeting a group of people with a specialized demand your income can soar. You are not competing with the larger mainstream provider. Therefore, you will obtain more profit with a lesser effort by limiting yourself to that specialized niche market.

Theme Of Honor In The Song Of Roland Honor - 806 Words

Honor; honor is something that all will strive to achieve in life. Honor shapes people and without it, the world would be very contradistinct. But the concept of honor has changed over time. Today, honor is telling the truth, putting others before oneself, being kind, and protecting people no matter the cost. However, in the French epic, The Song of Roland honor is a very incommensurable thing. Honor is idealized by characters like Roland, Ganelon, and Marsilion as bravery to the point of stupidity and ultimately even death. Honor was not defending others, but safeguarding one’s own reputation and legacy. And a multitudinous amount of characters in this epic put honor above all else, and it’s not always smart. One particular character†¦show more content†¦Ganelon’s main force of motivation was implementing revenge on Roland. Though that is somewhat understandable seeing as Roland had previously volunteered Ganelon to take part in an extremely dangerous t ask. A task which Ganelon agreed to take on for the sake of maintaining his honor. However, before he embarked on his journey he threatened Roland three times, which would later allow him to kill Roland in a legal, but more importantly honorable, way. When Ganelon returned from his journey unharmed he took it upon himself to rid the world of Roland. He appointed Roland to the army rear-guard where his recklessness would surely bring his life to an end. But to his consternation, Roland ultimately chose to blow the horn which signaled for help. Eventually, Ganelon’s vengeful spirit got the best of him and Charlemagne realized his plans for Roland and swiftly punished him; for Charlemagne had been far too trusting in previous times. One such person that Charlemagne wrongly trusted was Marsilion, King of Saragossa, and according to The Song of Roland, a hater of God’s name. Marsilion was a man who craved honor so much that he was willing to do anything to get it, even the dishonorable. To the Saracen King, part of honor was being feared. And he had surely accomplished that by doing things such as chopping up foreign messengers and sending their remains back to their people. Marsilion saw glory, honor, and power as a package. A package that wasShow MoreRelatedOral Tradition And The Middle Ages1163 Words   |  5 Pagesof his comitatus, enlists the help of Beowulf to defeat the treacherous Grendel who is terrorizing his kingdom. Beowulf helps Hrothgar because of Hrothgar and his father were once close friends, and Beowulf now honors his father by fighting valiantly for Hrothgar. Having a sense of honor is a key contributor in the creation of the Anglo-Saxon nation because it brought its entire people together in hopes of honoring their traditions. Thus, unifying the individuals of the Anglo-Saxon culture. ChristianityRead MoreReligious Conflicts in The Song of Roland1326 Words   |  5 PagesThe French epic, The Song of Roland, relates the conflicts between Christians and Muslims in 778 A.D. In it, Charlemagne and his men, weary in their seventh year of battle against pagan forces in Spain, have captured every heathen stronghold but the kingdom of Saragossa, held by the Muslim king Marsile. Terrified of the might of Charlemagne’s army, Marsile promises treasures, hostages and his conversion to Christianity if the Franks will go back to France. However, Marsile has no intention of surrenderingRead MoreAn Essay On The Idea Of Right Living2045 Words   |  9 Pagesreligious predisposition, what the society considers to be right or wrong (like the Medieval code of Chivalry) and individual life experiences. However, according to the Songs of Roland and Dante the inferno, Living right means adhering to Christian beliefs and, serving no other god besides Christ. 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