Marketing management Essay Example for Free

Marketing management Essay Slide 9.1 it’s good and good for you Chapter 9a Developing new products and  managing the product life cycle Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.2 New product development and product life-cycle strategies Topic outline †¢ †¢ †¢ †¢ †¢ New product development strategy New product development process Managing new product development Product life-cycle strategies Additional product and service considerations Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.3 New product development strategy Two ways to obtain new products Acquisition refers to the buying of a whole  company, a patent or a license to produce  someone else’s product. New product development refers to the  development of original products, product  improvements, product modifications and  new brands through the firm’s own product  development efforts. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.4 New product development process  Major stages in new product development Figure 9.1 Major stages in new-product development Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.5 New product development process (Continued) Idea generation Idea generation is the systematic search for new product ideas. Sources of new product ideas †¢ Internal †¢ External Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.6 New product development process (Continued) Idea generation Internal sources refer to the company’s  own formal research and  development, management and staff, and intrapreneurial programs. External sources refer to sources outside  the company such as customers,  competitors, distributors, suppliers  and outside design firms. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.7 New product development process (Continued) Crowdsourcing Inviting broad communities of people—  customers, employees, independent  scientists and researchers and even the public at large—into the new product  innovation process. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.8 New product development process (Continued) Idea screening †¢ Identify good ideas and drop poor ideas. †¢ R-W-W screening framework: – Is it real? – Can we win? – Is it worth doing? Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.9 New product development process (Continued) Concept development and testing Product idea is an idea for a possible product  that the company can see itself offering to the market.  Product concept is a detailed version of the  idea stated in meaningful consumer terms.  Product image is the way consumers  perceive an actual or potential product. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.10 New product development process (Continued) Concept development and testing Concept testing refers to testing new product concepts with a group of target consumers to find out if the concepts have strong consumer appeal. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.11 New product development process (Continued) Marketing strategy development †¢ Marketing strategy development involves designing an initial marketing strategy for a new product based on the product concept. †¢ Marketing strategy statement includes: – Description of the target market – Value proposition – Sales and profit goals. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.12 New product development process (Continued) Marketing strategy development Business analysis involves a review of the sales, costs and profit projections to find out whether they satisfy the company’s objectives. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.13 New product development process (Continued) Marketing strategy development Product development †¢ †¢ †¢ Involves the creation and testing of one or more physical versions by the RD or engineering departments. Requires an increase in investment. Shows whether the product idea can be turned into a workable product. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.14 New product development process (Continued) Marketing strategy development Test marketing is the stage at which the product and marketing program are introduced into more realistic marketing settings. Provides the marketer with experience in testing the product and entire marketing program before full introduction. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.15 New product development process (Continued) Types of test markets Standard test markets Controlled test markets Simulated test markets Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.16 New product development process (Continued) Marketing strategy development †¢ Advantages of simulated test markets – Less expensive than other test methods – Faster – Restricts access by competitors. †¢ Disadvantages – Not considered as reliable and accurate due to the controlled setting. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.17 New product development process (Continued) Marketing strategy development When firms test market †¢ New product with large investment †¢ Uncertainty about product or marketing program When firms may not test market †¢ Simple line extension †¢ Copy of competitor product †¢ Low costs †¢ Management confidence Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.18 New product development process (Continued) Marketing strategy development Commercialisation is the introduction of the new product †¢ When to launch †¢ Where to launch †¢ Planned market rollout Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.19 Managing new product development Successful new product development should be: †¢ customer-centred †¢ team-based †¢ systematic. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.20 Managing new product development (Continued) New product development strategies Customer-centred new product development: new ways to solve customer problems and create more customer satisfying experiences. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.21 Managing new product development (Continued) New product development strategies Sequential new product development:  company departments work closely  together individually to complete each  stage of the process before passing it  along to the next department or stage. †¢ Increased control in risky or complex projects but may be slow. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.22 Managing new product development (Continued) New product development strategies Team-based new product development: Various company departments work  closely together, overlapping the steps  in the product development process to  save time and increase effectiveness. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.23 Managing new product development (Continued) New product development strategies Systematic new product development: innovative development approach that collects, reviews, evaluates and manages new product ideas. †¢ Creates an innovation-oriented culture. †¢ Yields a large number of new product ideas. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.24 Product life-cycle strategies Product life cycle Figure 9.2 Sales and profits over the product’s life from inception to decline Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.25 Product life-cycle strategies (Continued) †¢ Product development – Sales are zero and investment costs mount. †¢ Introduction – Slow sales growth and profits are nonexistent. †¢ Growth – Rapid market acceptance and increasing profits. †¢ Maturity – Slowdown in sales growth and profits level off or decline. †¢ Decline – Sales fall off and profits drop. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.26 Product life-cycle strategies (Continued) Figure 9.3 Styles, fashions and fads Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.27 Product life-cycle strategies (Continued) Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.28 Product life-cycle strategies (Continued) Introduction stage †¢ Slow sales growth †¢ Little or no profit †¢ High distribution and promotion expense. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.29 Product life-cycle strategies (Continued) Growth stage †¢ †¢ †¢ †¢ †¢ †¢ Sales increase New competitors enter the market Price stability or decline to increase volume Consumer education Profits increase Promotion and manufacturing costs gain economies of scale. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.30 Product life-cycle strategies (Continued) Maturity stage †¢ †¢ †¢ †¢ †¢ Slowdown in sales Many suppliers Substitute products Overcapacity leads to competition Increased promotion and RD to support sales and profits. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.31 Product life-cycle strategies (Continued) Maturity stage modifying strategies †¢ Market modifying †¢ Product modifying †¢ Marketing mix modifying Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.32 Product life-cycle strategies (Continued) Decline stage †¢ Maintain the product †¢ Harvest the product †¢ Drop the product Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.33 Additional product and service considerations Product decisions and social responsibility Public policy and regulations regarding developing and dropping products, patents, quality and safety. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013 Slide 9.34 Additional product and service considerations (Continued) International product and service marketing—challenges †¢ Determining what products and services to introduce in which countries †¢ Standardisation versus customisation †¢ Packaging and labelling †¢ Customs, values and laws. Kotler et al., Principles of Marketing, 6th edition  © Pearson Education Limited 2013

Secret Recipe Franchise Analysis

Secret Recipe Franchise Analysis Executive Summary Secret Recipe, Dubai, UAE will be a franchise of catering company called Secret Recipe owned by ALAMERI Group. The business is in food services industry and has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Pakistan, Brunei, and Australia by virtue of its fine quality cakes, fusion food and distinctive service. The purpose for this business plan is to provide a written guide for managing the franchise of Secret Recipe, Dubai, UAE and seek financing from relevant institution and investors by providing detailed funding business plan. This franchise of secret recipe will be owned by Taleb AlAmeri and will be primarily involved in the provision of variety fresh food products such as cheese, chocolate and fresh, cream cakes, health cakes and brownies. The business mission statement is to be solution oriented innovatively and the vision is to be one of the leading telecommunication companies in Africa. The objective of the company is to provide job opportunities youths, generate income for owners and to give 10% of the revenue back to the community. The fundamentals of this business success rest with the capacity to deliver value to the customer at competitive prices (Ajami, Cool Goddard, 2006).With the background knowledge of stiff competition in the food industry within Dubai, this franchise aims at attracting and retaining its customer through the provision of fine quality food products and distinctive service. In addition to the above, the fundamentals of this business will encapsulate best demonstration of ethical practice within both the internal and external environment. This is because of the backdrop knowledge of the stringent measures and legislations that govern the food industry. The food industry is expected to grow in the near and innovative approaches to food service and delivery will define success within this industry. Changing consumer demographics and increasingly complicated customers are pushing food service businesses to the drawing boards (Toyne Nigh, 1999). The success of this franchise will depend on the capacity to create a powerful market niche that cannot be broken. General Company Description What makes the business very unique is the realization that businesses and consumers are increasingly demanding more leading edge in service and product delivery in the most efficient, time saving and reliable way (Hill, 2008). The Secret Recipe situated at Dubai Mall, UAE a franchise of Secret Recipes will be primarily involved in the provision of fine quality cakes and fusion food. This will encompass the provision of more than 20 types of fusion food, 40 cake creations and pastries, with a flavorful range of ice cream and beverages. Mission statement: To provide world class food services to the customer. Vision: To become a leading provider in fine quality cakes and fusion food. The company will offer value addition services innovatively using the existing technology for reliability and efficiency. With a powerful website to be developed, the customers will be able to sample and purchase their preferred choice of quality fine cakes and fusion foods online. The website will be used to advertise and sell the products and services offered by the company. Company Goals and Objectives Goals To have the franchise operating exactly three months after receiving adequate funding. Obtain $ 200,000 of capital by 31st December 2010 to staff and launch the business towards achieving its long term goals. To attain the stated year goal of recruiting employees by the beginning of the year 2011. Objectives Achieve excellent levels of high ethical standards within the food industry. Have a healthy, successful company that is a leader in customer service and that has a loyal customer following. Achieve a sales target of $20,000 within the first three months of the operation. Business Philosophy: The most important aspect of this business is to provide value to the customer through distinctive service and in a manner that guarantees their return. The more than 20 types of fusion food, 40 cake creations and pastries, with a flavorful range of ice cream and beverages will be sold to all customers of different backgrounds in United Arabs Emirates. However, I envisage to draw the larger bulk of my customer base from the residents of Dubai City. Because of the increasing innovative marketing approaches, the marketing strategy will strive to reach customers of diverse backgrounds and will then be narrowed down to touch on the specific market niche. Food industry is a growth industry that has leaped from one phase to the other and is expected to record tremendous growth in the future. Changes that will arise in the future will mainly be in regard to changing demographics and the complexity in the demands of the customer. This will also include changes in technology that will define the operations and customer service delivery (Singh Delios, 2005). My company will stay in tandem with the changes in the food industry and at pace with technological advancement to reap the most out of the benefits presented by these two growth scenarios. My greatest strength and competency that will also be my competitive advantage is the unrivalled experience in the food industry and chain management. As the owner of this franchise, I plan to put in an aggressive and innovative marketing campaign within this industry that will immediately smoke away competition and enhance my entry and strong regional presence in Dubai. I strongly believe my competitors strength will be based on tears of operation that have made them acquire a deeper sense of understanding of the customer. In fact, after an intensive research on the competitors strengths and weaknesses, the company realized that the competitors strengths are based on the experience, location, advertisement, employee, technology, financial, political connection and goodwill. I plan to plough in my vast experience in management within the food industry to his business and ensure its survival. In addition to the above, my capacity to raise capital that will cover important business start-up areas will provide me a competitive advantage against my competitors who has struggling with waning confidence in small and medium sized entrepreneurs by banks. Furthermore, I expect to reap from the efforts of the main company in regards to brand and image building. This will be a sole proprietorship type of business. This is because I believe the inability to raise adequate capital forms the reason behind enlargement and partnerships. Capital is not a problem in my case. Furthermore, sole proprietorship offers the best and simplest environment in regard to decision making (Cherunilam, 2004). I plan to execute my decisions and discharge my duties within this business without any opposition and inhibition. Products and Services This will be an entirely food business that will only deal with the products of the mother company. I will sell the more than 20 types of fusion food, 40 cake creations and pastries, with a flavorful range of ice cream and beverages offered in all  Secret Recipe  outlets. After an intensive research on the competitors strengths and weaknesses, the company realized that the competitors strengths are based on the experience, location, advertisement, employee, technology, financial, political connection and goodwill. These will form the areas that will define my competitive disadvantages. As a new franchise, I plan to get into the market at a slightly reduced sales fee in comparison to my competitors. This will form the introductory offer of the business that is aimed at drawing the customer to the business. Marketing Plan My marketing ill revolve around the need to adapt my brands to meet local and regional culture because of the understanding that branding act as a means of linking items that are part of product line and emphasizes the individuality of product items. This emphasis can only be achieved in instances where products items fit into the local or regional culture of the target market. This is a food industry and therefore I expect very little conflict with the culture of the people in Dubai. In addition to the above, the adapting of these brands to fit into the local and regional culture of the target market is a competitive advantage that is commonly used by competing firms engaged in the sale of similar or substitute products. In essence, this means that a firm that outperforms the others in the primary goal of performance-profitability-has competitive advantage. A reference back to the branding generic model of firms can be made, where the question of whether firms are branding strategies is cost driven or value added arises. Value added competitive advantage arises in instances where competing firms attach strong cognizance to the understanding of local or regional culture before launching their product lines. Companies succeed in branding strategies that their rival because their products are positioned to capitalize on their unique characteristics of a local or regional group and which, in one or more aspects, their rivals find hard to emulate. This competitive adv antage gives it a basis for outperforming competitors because of the value that firms are able to present to the customer. These will define my marketing plan. Management and Organization As I have stated, the day to day management of the business will be my primary duty with the support of other individuals that will form part of employees in the company. The procedure of running the business will be through delegation as per the chain of current bellow DIRECTORS CEOs SENIOR MANAGER FINANCE MANAGER ASSISTANT AGENTS WATCHMEN HUMAN RESOURSE MANAGER The managers and the staff are very important for the company as they are the means through which goals are realized, duties are carried out and they provide the links between the organization and the clients. 5.2 Management team The initial management team consists of the founders who will be working jointly as shareholders. The founders of the company share a vision for the success of Secret Recipe Franchise situated in Dubai, UAE. Their duty will involve day to day running of the business which involves finance, logistics and human resource. In future the company will have a general manager, finance manager and human resource manager who must have a degree or diploma with the relevant course from a recognized University or College. 5.3 Other personnel Apart from the management team, the company is having three (3) supervisors at the head office and one (1) assistant supervisor in every department. The company is planning to employ watchmen, office messenger and more assistant agents as we will be expanding. These personnel have and will have minimum qualification of O level education and diverse knowledge in the food industry. 5.4 Recruitment The management team has been able to recruit other personnel through networking and train them within the already existing outlets before they are posted to the new outlets. The business will also consider advertising through posters, internal memo, friends and relatives, internet, electronic media like radio and printed media like newspapers. The recruitment process will involve short-listing of the applicants, interviewing of the shortlisted applicants, selection of the successful applicants and finally issuing the appointment letter. We will also recruit through confirmation of the interns and the volunteers. 5.5 Orientation, training and developing of staff Secret Recipe Franchise Company will carry out orientation, training and development of staff through induction, on the job training, contract training, refresher courses, internship and evaluation after training. The company is looking forward to become custodians of a very fragile yet integral good: customer trust, therefore the company will maintain refresher courses to ensure all our staffs are properly aligned when it comes to personal integrity. 5.6 Remuneration/incentives 5.6.1 Salaries/wages The company will offer to the personnel a very competitive basic salary according to the qualification, experience, position and expertise. The salary will also be based on what the competitors offer and the companys returns. There will be a commission for the sales personnel and prompt payment for wages. 5.6.2 Fringe benefits Incentive is also another factor that the company has put at the top of priorities. Incentives will enable, motivate or encourage a particular course of action which in turn will contribute to the company success. We will offer allowances in terms of overtime, leave, millage, hardship and many more as they may arise. There will be bonuses including awards in terms of value for money and certificates. Currently the company provides tea, soft drink and has installed a television system. The business will soon embark on taking our staff to the trips, have insurance cover for them and remit contributions on their behalf to their respective insurance companies. 5.7 Support services The company will require the following support services; financial advisor, legal advisor, banking system, security support services, infrastructure and insurance services. 9. FINANCIAL PLAN The company has at its disposal a sum total of $20,000 as a financial source from directors personal savings. We are therefore looking for funding from other investors and banks. The business finance will be used to for the facilities, equipments, materials, cash for operating expenses and salaries, fees and other costs. 9.1 Capitalization 9.1.1 Own contribution Capitalization based on the shareholders contributions is $20,000. 9.1.2 Proposed funds from borrowing sources For the business to operate as proposed, the start-up cost must be met. The company is therefore proposing funds from borrowing sources of $ 20, 000 9.1.3 Total investment Total investment is the sum of own contribution and the proposed funds from borrowing sources which is $40,000. The following sections lay out the details of the financial plan for rapid, but controlled growth for the next one year. The simple structure to be adopted by the company will provide a great deal of flexibility resulting in few coordination problems hence quick reaction to changes in the market. 7.3 Cash flow projection for the year 2011 Jan Feb Mar April May June July August Sep Oct Nov Dec Total CASH IN Cash carried Forward 300 1,866.67 1,733.34 1,800.01 1,851.68 1,903.35 2,005.02 2,056.69 2,088.36 2,180.03 2,216.7 2,303.37 22,305.22 LOAN 2,000 0 0 0 0 0 0 0 0 0 0 0 2,000 Cash from Sales 200 600 800 850 850 900 900 900 1,000 1,000 1,050 1,100 10,150 CASH OUT Salary 350 450 450 510 510 510 510 510 550 550 550 550 6,000 Rent 40 40 40 45 45 45 45 45 45 50 50 50 540 Office Running Costs 50 50 50 50 50 50 50 70 70 70 70 70 700 LOAN PAYMENT 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 1,120 Drawings 100 100 100 100 100 100 150 150 150 200 200 200 1,650 CASH BALANCE 1,566.67 -133.33 66.67 51.67 51.67 101.67 51.67 31.67 91.67 36.67 86.67 136.67 2,140.04 CUMULATIVE 1,866.67 1,733.34 1,800.01 1,851.68 1,903.35 2,005.02 2,056.69 2,088.36 2,180.03 2,216.7 2,303.37 2,440.04 NOTE: All values are in $ (00) 7.3 Cash flow projection for the year 2011 Jan Feb Mar April May June July August Sep Oct Nov Dec Total CASH IN Cash carried Forward 2,440.04 2,487.79 2,535.54 2,583.29 2,631.04 2,678.79 2,726.54 2,774.29 2,822.04 2,869.79 2,917.54 2,965.29 32,431.98 LOAN 0 0 0 0 0 0 0 0 0 0 0 0 0 Cash from Sales 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 1,099.58 13,195 CASH OUT Salary 650 650 650 650 650 650 650 650 650 650 650 650 7,800 Rent 58.5 58.5 58.5 58.5 58.5 58.5 58.5 58.5 58.5 58.5 58.5 58.5 702 Office Running Costs 58.33 58.33 58.33 58.33 58.33 58.33 58.33 58.33 58.33 58.33 58.33 58.33 700 LOAN PAYMENT 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 93.33 1,120 Drawings 200 200 200 200 200 200 200 200 200 200 200 200 2,400 CASH BALANCE 39.42 39.42 39.42 39.42 39.42 39.42 39.42 39.42 39.42 39.42 39.42 39.42 473.04 CUMULATIVE 2,487.79 2,535.54 2,583.29 2,631.04 2,678.79 2,726.54 2,774.29 2,822.04 2,869.79 2,917.54 2,965.29 3,013.04 NOTE: All values are in $ (00) 7.3 Cash flow projection for the year 2012 Jan Feb Mar April May June July August Sep Oct Nov Dec Total CASH IN Cash carried Forward 3,013.04 3,196.49 3,379.94 3,563.39 3,746.84 3,930.29 4,113.74 4,297.19 4,480.64 4,664.09 4,847.54 5,030.99 48,264.18 LOAN 0 0 0 0 0 0 0 0 0 0 0 0 0 Cash from Sales 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 1,429.5 17,153.5 CASH OUT Salary 845 845 845 845 845 845 845 845 845 845 845 845 10,140 Rent 76.05 76.05 76.05 76.05 76.05 76.05 76.05 76.05 76.05 76.05 76.05 76.05 912.6 Office Running Costs 75 75 75 75 75 75 75 75 75 75 75 75 900 LOAN PAYMENT 0 0 0 0 0 0 0 0 0 0 0 0 0 Drawings 250 250 250 250 250 250 250 250 250 250 250 250 3,000 CASH BALANCE 183.45 183.45 183.45 183.45 183.45 183.45 183.45 183.45 183.45 183.45 183.45 183.45 2,201.4 CUMULATIVE 3,196.49 3,379.94 3,563.39 3,746.84 3,930.29 4,113.74 4,297.19 4,480.64 4,664.09 4,664.09 5,030.99 5,214.44 NOTE: All values are in $ (00) 9.6 break-even levels Cheese Cakes Chocolate and Fresh Cream Cakes Health Cakes Brownies Revenue 6,342,000 1,080,000 1,000,000 1,008,000 720,000 Selling Price (SP)/unit 32 56 32,250 70 80 Units 198,188 19,286 31 14,400 9,000 Variable cost/unit à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. 54 28,375 à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 15 Variable cost à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. 1,041,444 879,625 à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 135,000 Contribution 6,342,000 38,556 120,375 1,008,000 585,000 Weighted Average Contribution (WAC) = total contribution/total revenue (Johnson Turner, 2003). = $ 80,939.31/$ 101,500 = 0.8 Break Even-Point (BEP) = Fixed cost/WAC = 90,500 Units 9.7 Measurement of profitability 9.7.1 Operating profit margin Operating profit margin = (operating profit/Revenue) x100 First year: Operating profit margin = (1,400/101,500) x 100 = 1.38% Second year: Operating profit margin = (4,730/131,950) x 100 = 3.58% Third year: Operating profit margin = (22,009/171,530) x 100 = 12.83% 9.7.2 Current Ratio Current Ratio = Current assets/Current liabilities Projected Current Ratio by the end December 31, 2011 = 21,000/11,200 = 1.875 9.7.3 Return On Investment (ROI) Return On Investment (ROI) = Net Profit/Investment Return On Investment (ROI) for the ended December 31, 2010 = 1400/23,000 = 0.06

Essay --

It was a hot summer night in the middle of August, me and my good friends just graduated high school and we had an array of graduation parties to attend. It was ten o’clock and my buddies had been drinking for some time now, we all were having a good time dancing, talking, and reminiscing all the good times we had in high school and all the crazy things we did. My buddy offered me a drink and I figured, why not, were all here with our parents and having a good time. Little did I know, this was a start to a very bad night. By mid night, I wasn’t feeling too hot so I decided to take a break and lay down, not ten minutes after laying down I got up and got sick, and it didn’t happen just once. The next morning I woke up and didn’t know where I was or what happened the night before. What I experienced that night was one of the worst things I have ever experienced in my life. Those are just some of small effects that binge drinking can have on your body. In toda y’s society, drinking has become a big problem. Many people think drinking is a social norm. So drink to have a good time, and some people drink because they can’t help it. Binge drinking refers to a high volume alcohol consumption over a short period of time, and is frequently defined as the consumption of four or more drinks at a single sitting for women, and five or more drinks at a single sitting for men. Binge drinking goes hand in hand with physiological effects. Test have shown that binge drinking may put people at risk of coronary heart disease risk, psychiatric morbidity, and cognitive impairment. Infants that are born to a women that binge drank while pregnant are thought to have behavioral difficulties as they grow up (Lim). Along with the short terms of binge drinkin... ... years, researchers have found that binge drinking has a negative effect of the lung as well. Excessive drinking may cause cell dysfunction within the layer of tissue lining the airway, making it hard to breathe for some people. On many campuses, in many bars, and parties all over the world people are binge drinking. Little do they know that what they are doing in extremely bad for their bodies. Some people don’t think twice about it but people should really be concerned about what they put in their bodies. They are at high risk for injury in the short-term due to behavioral disinhibiting, temporary impairment of judgment, nausea and vomiting, and hangover symptoms. It only gets worst in the long run, there are many different long-term effects that can affect them for the rest of their lives. People should really think twice before they start to have a â€Å"good time.†

A Look into Tailgating :: Personal Narrative Sports Papers

A Look into Tailgating I slouch back in my blue canvas-folding chair. My legs are crossed neatly in front of me, making a sturdy table for my notebook. I positioned myself between two tan RVs they both are decorated in their own special ways. My back was facing the Stone building, which is right on the edge of campus. The RV on my right has a garnet flag hanging on the back window with FSU sewn on in gold letters. The RV to my left chose a white a flag with the Seminole emblem, it was hanging from the over hang. People honk as they pass. Strands of my hair blow softly across my face in the cool breeze, and getting into my eyes occasionally. There are so many questions race through my mind as stare at the crowd in front of me. Every Saturday as I walk by the thousands of parked cars I wonder why they are here. What compels these men and women who have real jobs and live in exciting cities to come back here and tailgate? So I sit amongst them, and try to understand them. They talk and eat all around me. We h ave some camaraderie, but we are different. Maybe because I can't imagine myself in their shoes ten years from now. I don't know anyone around me but they all look familiar. The dad who is dressed in jeans and a garnet pollo shirt stands behind a small Webber grill. He glances up occasionally moving his attention from the cooking meat to watch the miniature TV sitting on the table. His wife is busily at work setting up the assortment of goodies and chatting with the wife of the other RV. Every now and then she peers out from under her gold visor to make sure what the children are doing. The kids, who range from all ages, play football on the one patch of the grass that is unoccupied (which is actually part of a ditch). I watch them as they go about their routine. We have a few things in common. I am also wearing a Garnet shirt. We cheer for the same football team. But there are also so many things that separate us. To begin with, I live Tallahassee. My house is one block from where they set up their RV and portable grills. Every morning I walk past this same spot where we all sit now.

Malignant Melanoma Essay example -- Malignant Tumors, Nursing

Definition Malignant melanoma is a type of cancer arising from the melanocyte cells of the skin. The melanocytes are cells in the skin that produce the pigment melanin. Malignant melanoma develops when the melanocytes no longer respond to normal control mechanisms of cellular growth and are capable of invasion locally or spread to other organs in the body (metastasis), where again they invade and compromise the function of that organ. Description Melanocytes, embryologically derived from the neural crest, are distributed in the epidermis and thus are found throughout the skin. They produce a brown pigment known as melanin and are responsible for racial variation in skin color and also the color of moles. Malignant degeneration of the melanocyte gives rise to the tumor, melanoma, of which there are four subtypes. These are: superficial spreading, nodular, lentigo maligna, and acral lentiginous melanomas, accounting for 70%, 15% to 30%, 4% to 10%, and 2% to 8% of cases, respectively. Malignant melanoma may develop anywhere on the body. In men, it is most common on the trunk. In women, it is most common on the back or legs. The subtype also may influence where the tumor develops, lentigo melanoma is more common on the face while acral lentiginous melanoma is more common on the palms of the hand, soles of the feet, or in the nail beds. The locally invasive characteristic of this tumor involves vertical penetration through the skin and into the dermis and subcutaneous (under-the-skin) tissues of the malignant melanocytes. With the exception of the nodular variety of melanoma, there is often a phase of radial or lateral growth associated with these tumors. Since it is the vertical growth that characterizes the malignancy, th... ...r, et al. "NRAS and BRAF Mutations Arise Early During Melanoma Pathogenesis and Are Preserved Throughout Tumor Progression." Clinical Cancer Research 9 (December 15, 2003): 6483–6488. Rockmann, H., and D. Schadendorf. "Drug Resistance in Human Melanoma: Mechanisms and Therapeutic Opportunities" Onkologie 26 (December 2003): 581–587. Weinstock, Martin A. "Early Detection of Melanoma." JAMA, The Journal of the American Medical Association 284 (16 August 2000): 886. Whiteman, D. C., P. Watt, D. M. Purdie, et al. "Melanocytic Nevi, Solar Keratoses, and Divergent Pathways to Cutaneous Melanoma." Journal of the National Cancer Institute 95 (June 4, 2003): 806–812. Other Cancer Resource Center American Cancer Society. [cited June 20, 2005]. . Melanoma Patient's Information Page. [cited June 20, 2005]. . National Cancer Institute. [cited June 13, 2005]. .

Building for brands Essay

Today, companies take extreme care when formu ¬lating and executing advertising campaigns. A special attention is given to the message of an ad and its impact on potential consumers. The main ingredients that contribute to a great advertising campaign are a unique slogan (message) and image of an ad. Marketers communicate through a set of meanings and definitions sending particular messages to consumers and controlling the circulation of ideas about a product (Wells et al 2005). The particular slogan, and the way it is presented, depends on the advertiser’s objective, such as Allstate Insurance Company’s ad: â€Å"You`re in good hands†. Slogan is important element of communication because it sticks to consumer’s mind for a long time even if they do not remember the exact image, they remember the slogan. For instance, Nike creates the following slogan for it advertisement: `Just do it! ’ It appeals to potential consumers through emotional response: a common set of meanings derives not only from the language, but refers more broadly to the pattern of beliefs, codes, and feelings on the basis of which people learn to live with their environment. Visual image supports the slogan and appeals to consumers through a visual analyzer. Humor and relevance help to create a unique advertising message and attracts attention. Such ads have greater emotional impact on potential consumers and their decision to purchase. For instance, a slogan ‘Don`t leave home without it` used by American Express, appeals to emotions and feelings of consumers; this slogan is easy to remembers and repeat. Because products are frequently at different stages in their life cycle in various national markets, and because of cultural, social, and economic dif-ferences that exist in those markets, the most effective appeal or selling proposition for a product may vary from market to market. The choice of media is important because it allows a company to influence and apple to different target groups. Media controls the circulation of ideas about a particular product. For instance, radio advertising is inexpensive; the message cannot be passed or reread. TV media is more effective because people and products have a realism. A television advertisement can be timed to the hour, day, week or program. For instance, Raid’s ad: Kills bugs dead` combine both visual and auditory appeal. The ad `You can do it. We can help` used by Home Depot appeals to me in an emotional level. It appeals to the heart of the intended audience. This message of the ad has a significant impact on tastes and priorities creating fashion. It provides potential consumers with human-centered behavior, inconsiderate of any outside consequences, short-term or long-term. The objective of the ad was to attract attention to their brand name and proposed a support in daily problems. In this case, the big idea of advertisement can be compared with a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. It is possible to say that consumers â€Å"read† the message hearing or looking at the advertisement. Home Depot did not try to ‘sell’ its products to a potential consumer but proposed a help and support, problem solving and prove their expert knowledge. The target audiences of Home Deport are individual customers and construction companies involved in building repair and reconstruction services. In sum, following John O’Toole (cited Wells et al 2005, p.67) the big idea of an ad can be described as a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. Advertising has a great influence on the society as it is often designed to add psychological value to a product or brand, it plays a more important communications role in marketing consumer products than in marketing products. References 1. Wells, W. P. , Mariarty, S. , Burnett, J. (2005). Advertising: Principles and Practice. Prentice Hall; 7 edn.

In conflict, it is women who suffer most

Plan: Interpretation of prompt: Generally throughout the majority of conflicts especially physical conflict, it is the men who are at the forefront fighting the battle. However it is the mother, the wives, the daughters and the sisters of these men who are the ones who suffer most. Paragraphs/Ideas * Picassos painting â€Å"the weeping woman† depicts a grief stricken lady, experiencing the true devastation of losing a beloved male to the horror of the Spanish civil War. In the quiet American, it is Phuong who suffers throughout the text, being torn between both men when having to decide who she wants to be with as a result of the conflict between the two men. * Essay: History has proven to the world that no matter gender, race or religion, conflict will always arise. Not always but generally it is the men of the world who stand up for what they believe in, resulting in the battle of conflict between men. Frequently ending physically, men attempt to prove dominance in their com petitive race through conflict, while women are forced to take a back seat. Despite the result of a male dominated conflict, the deeper consequences show a suffering and pain that is caused to the women who are affected most from the outcome. Famous painter Pablo Picasso’s early 1900’s painting of the â€Å"Weeping Woman† presents the severe suffering that is caused to women through conflict. Representing a woman devastated by the effects of the Spanish Civil War, Picasso displays a face that is etched with a universal pain felt by all women who have been affected through the loss of men to war. The tears treaming down her excoriated face shows the suffering caused by a woman who has clearly felt the true effect of a conflict. Although millions of men have lost their lived and been damaged physically through war, it is clearly devastated through the Picasso’s painting that the emotional suffering that impacts on women is much more severe. Women have very little impact when it comes to conflict, especially when it is male dominated . Being forced to be a bystander like the weeping women, causes adverse emotion affects on women, such that is more traumatising to them than the conflict to the man. They may not always display it, but women always feel the pain of conflict more harshly than men. The harsh suffering that women experience through conflict is similarly exemplified in Grahem Greene’s text The Quiet American. Greene’s female main character Phoung and her sister represent two Vietnamese women who are affected differently by the horrors of the Vietnam War. The conflict of the war mixed in with the rivalry of her two lover’s for her affection tears Phuong apart and inflicts emotional pain on her. Her love for main character Fowler combats against her will to be married to protagonist Pyle, causing her to feel a world of hurt as a result. With Phuong unable to truly decide between her original lover and the man who can provide her with what she needs, we see the sorrow that slowly confuses and destroys her throughout the text. The pain of seeing her younger sister unhappy and unmarried also tears at Phuongs sister, with her main priority of doing what is right for Phuong impacting her every decision. Phuong’s sister can clearly see the happiness experienced when her sister is with fowler however she knows that they are unable to marry. The need for Phuong to marry a man who can provide for her inflicts suffering upon Phuong’s sister as she forces herself to convince Phuong to make the appropriate choice. This conflict of man vs man influenced by the war presents just how women are always at the deepest end of suffering emotionally compared to men. It is the women such as Phuong and her sister who experience the unfathomable pain and suffering that is forced upon them by the conflict which only affects men to a certain level. Paragraph 3: Regardless of whether it is emotional or physical, the battle of supremacy within a conflict shall always end with suffering. What is not always seen on the surface of a conflict is the deeper pain that is thrust upon those who are not directly involved. Generally, it is the women who suffer the most throughout conflict, the women who are bystanders and experience the conflict on another level. Men are usually at the front line of a conflict, doing what is right by their beliefs however it is there beloved female family members who bear the grunt of the painful result of a conflict.