Pizza Pan Business Plan Essay Example for Free

Pizza Pan Business Plan Essay P ? ? ? ? izza Pan is an Australian Company, has developed two new styles of frozen pizza that is lite-cheese, single size whole meal pizza and a jumbo, topping-plus pizza. Pizza Pan is considering undertaking a promotional campaign to market these new varieties in Malaysia. As a marketing manager, we are required to: To outline possible marketing goal for Pizza Pan in promoting these new products. To identify and analyses target markets for these two products. To develop a marketing mix for ONE of these product. To develop an appropriate competitive marketing strategies for Pizza Pan ? In order to outline possible marketing goal for Pizza Pan in promoting these new products. So fast food is one of the worlds largest growing food types. As such Pizza Pan is also one of the well known companies in frozen pizza. This has currently developed two new styles of frozen Pizza. One of the pizzas is a light-cheese, single-size and whole meal pizza whereas another pizza favor is a jumbo, topping-plus pizza. As all of us knew, Malaysia which is a multicultural country which populate by more than 2. 8 million people and they loves experiencing new products and specially food and this country surrounded by hyper-competitors, yet Pizza Pan is considering undertaking a promotional campaign to market these new varieties in Malaysia. Obviously in order to promote these products effectively and efficiently the company needs planning ahead the marketing goals and strategies. Since Malaysia population was 28,728,607 during July 2012. Meanwhile there are 28,728,607 people on Malaysia, out of 29. 6% of Malaysian was 0-14 years old; 65.4% who are in 15-64 years old and there are also over 5% of Malaysian are 65 years old and above. Refer to the index shown; we had decided the goal of Pizza Pan is within one year 80% of Malaysian will get know Pizza Pan. We set the goal at 80%, there are 29. 6% of people are 0 to 14 years old in Malaysia let ignore the baby so we minus out 15 % on the group of age in 0 to 14 year olds so it will be 14. 6% of people who are in 9 to 14 years old. When added up with the group who are in 15 to 64 years old, 65. 4% + 14. 6% there are 80%. Now 80% of Malaysian there are all who can have Pizza or who love Pizza. It’s because baby who just born will not able to enjoy Pizza Pan and People Who over 65 years old will not like fast food or less although when they are young they like to have it. So we decided to minus out this two group therefore Pizza Pan has specific segments to achieve. Then, another goal would be associative in promoting these new Pan Pizza. One of it is to become the market share leader of frozen pizza products amongst its other competitors. Due to that creating customers awareness is also another important goal in promoting these new products. Whereby the company is aiming of rising up to 80% awareness towards these products and beat the rest of the competitors. In simple word, Pizza Pan Company also aims in retaining new customers into long term customers. With this, sales of the new product can be increased due to excellent brand image, attractive advertisement, showing the temptation to eat the product which has been positioned in consumers mind and their willingness to spend the money or experience new products on how creativity of the product can meet their satisfaction comparing to the standards favor of frozen pizza. In brief, we expect customers be aware of these new products in the market. For instance, during the first promotional period of these products, we are targeting the sales of RM2 billion for the frozen pizzas with low price strategy to gain the market share during the growth of life-cycle. In addition achieving true and loyalty customers towards the products is also our objective. In order to be first among equals in a category, the company needs to be more innovative by designing more alternatives selection for consumers. Besides, the company needs to promote the category brand first after only individual brand. Due to promoting frozen pizza it has an advantage like promotional saying â€Å"let frozen pizza refresh you today†, â€Å"Eat fresh anytime frozen pizza†, â€Å"Instant pizza, frozen pizza† â€Å"Ready to eat any time† etc†¦. ? In order to identify and analyses target markets for these two pizza products target markets for Pizza Pan Company are demographic, geographical, psychographic and behavioral. The company is intending to promote the two new products into the selected target markets. This would be metropolitan cities such as Kuala Lumpur, Johor Bahru, Selangor, Penang etc†¦ From the demographic market point of views, Pizza Pan Company is targeting for the highest expiation of consumers which are between 18 to 48 years of age and the expiation is starting to drop at the starting ages of 49 for the people. Besides, the company is not fixing the gender of consumers of selecting the products. Demographic speaking, the company is targeting for the single and married people who are like main customer for the company. It can be easy for the people who are individuals or even working marriage couples who are likelihood to consume frozen pizza and having busy life style and have to prepare meals for themselves. So it’s time consuming and full satisfaction for busy people. Moreover it will also ease the burdens of parent as even children can prepare their own meals in a very safe way. Not only income and occupation of consumers are included in the demographic market. For example, a person who is holding the high-position in the rapid changing world, can means he/she is high income earner who has to responsible with amount of workloads through working against its time. Hence, they are encountering frozen pizza is fast food and best convenient option for them to work through their days. Besides, the company is targeting for the Englisheducated students who are more likely to follow the western style by consuming frozen pizza as their priority frequent meal whereas Chinese -educated students are preferred in consuming flour products as their elementary needs such as rice. Since Malaysia is multicultural country and comprising of variety race with different religion. Therefore, Pizza Pan Company is taking into consideration of religion respects as their target market. As a result, two new frozen pizzas are promoting but restricting with no pork contents, namely Halal in order to be available for Malaysian consumers. Also, the young generation has becoming the target market to focus on nowadays. Owing to the lack of responsibilities that teenagers have and the lack of home cooked meals whiles home alone, along with current trends of impatience youngsters that everything must be simple and fast, thus frozen pizza is a quick alternative for meal. The geographical target market for the company is Malaysia. The company is targeting for the metropolitan such as Kuala Lumpur which is the capital of Malaysia and Penang as the second high population area. Johor Bahru with high population and the people who works in Singapore, so basically they don’t have time to cook or even eat outside food. However, the company would only develop the two new products to other urban area and rural area when the company’s see some progress or growth in economic situation. Besides that, it is also due to the reason that rural area people spending power is dependable on their own economic growth. This is generated in a traditional way for many decades instead of spending on a new product. Moreover, the new products are available in shopping malls, grocery shops and even schools. Another target markets owing to psychographic is individuals who value their health and diet. They are those who have a fast-paced life and dont seem to have much time on their hands. They are those who find it difficult to fit in something health for lunch as anything that is fast is fast-food. For example, frozen pizza is quick, easy and delicious at the same time can have for lunch. The home oriented is the people who are willingly to stay in the house rather than hanging out for their lunch or dinner. Besides, target market to focus on for Pizza Pan is all social class can enjoy the frozen pizza as it is economical for everyone. With the outgoing and energetic personality individuals are on the list of target market because they might curious to come across of how delicious a new frozen pizza can be. The target markets for behavioral segmentations are benefits, usage status and attitude towards product. Attitude towards product is the emotional response in which positive attitude would affect the usage and loyalty status to a company. If the new frozen pizzas are meeting the customers satisfaction, hence new consumers would insist of consuming the pizza by shifting to the regular consumers. In order to benefits the on diet or health conscious consumers, Pizza Pan is designing the light-cheese, single -size and whole meal pizza with adequate nutritious guaranteed on the package. Moreover, the advantages of new frozen pizzas are only to be cooked in just 5 minutes. It would beneficial busy workers who are working around the clocks to be fast and convenient for their time efficiency yet economical for their livings in the rat race world. ? In order to develop a marketing mix for ONE of the products. The marketing mix is primarily made up of four variables and they are 4p’s which is Product, Place, Price, and Promotion. The marketing mix is often described as a method used in developing a viable marketing strategy, with each ingredient being used different ways and at different times based on the product or service one is trying to market . The type of place channels used by Pizza Pan is the direct channel. The direct channel is successful when there is a very large market that is geographically dispersed. The direct channel is also useful when there are a large number of buyers, but a small amount purchased by each. Pizza Pan uses two different methods of selling its products directly to the market. The first method of place used by Pizza Pan is free delivery as suppliers . The Company would supply their products to wholesalers, retail chains, supermarkets and online but with certain amount of purchase or even small neighborhood grocers for their mass selling. The advantages of using the method are a lower search cost or easy to find for our consumer. Consumers will not have to search the lengths of the earth to find our product. Basically they could find it anywhere. Another method of distribution is for consumers to dine-in especially those who are travelers can go to the highway recreational stands or even conveniences stores like 24 hours Seven-Eleven shop to purchase the fresh from oven frozen pizza. It can mean convenient as quick and take-away products for the travelers eager of reaching the destination. Product Pizza Pan should offer a new product called The Deluxe Plus pizza. The Deluxe Plus is a light-cheese, single-size, whole meal pizza which is the alternative choice for the health-conscious who is on diet with light cheese content pizza along with the current trend that slim is beautiful for female who is likely to consume whole meal foods rather than origin flour foods. This new pizza will have many different competitive advantages. The first competitive advantage of The Deluxe Plus is dietetic food concerned for consumers. The second competitive advantage is the whole meal pizza which is in reasonable price and single-size than any other pizza on the market which is a jumbo pizza. In simple words, it would be a waste for an individual finish the pizza on time. Thus, The Deluxe Plus helps for cost-saving. Another competitive advantage is the Pizza Pan brand name. Pizza Pan has built an international brand name which means quality products. Since Pizza Pan will be introducing The Deluxe Plus customers will automatically think this is a high quality product. The final competitive advantage is that this product will be the special designed pizza to target Malaysian youth. The Deluxe Plus will target young generation or people between the ages of 18 and 48. This market purchases a lot of pizza each year, but very few pizza restaurants actually target them. It will be introduced on Rtm1, 2, 3, 8TV channel. During the introduction stage of the product life cycle, Pizza Pan will try to establish a market for the product and persuade early adopters to buy. The Deluxe Plus is expected to begin and declining the purchase intent after one year on the market. Pricing strategy plays an importance role too because it affects both revenue and buyer behavior. The retail pricing strategy allows Pizza Pan to charge a price that is lower than the competition, in order to promote the frequent sales since the market of the demand of suppliers and consumers are elastic. Customers are price sensitive and the quantity demanded will increase significantly as price decline. Therefore, several sales promotions and coupons will be used to lower the price below those competitors. For example, Pizza Pan is offering free pizza on purchase on two pizzas on special occasions like Chinese New Year, Deepavli or Raya holidays etc†¦ The high or low pricing strategy has several advantages. Firstly, pricing strategy will help to segment the market. Different groups of customers are willing to pay different prices for the same product. Pizza Pan is enabling to sell The Deluxe Plus to the consumers who are first-come-firstserve with economical price. Customers will be able to try something new when they purchase The Deluxe Plus and this exciting experience may bring those customers back to purchase other products. The main theme that will be used to promote The Deluxe Plus is youth. Since Life brand of tomato, chili or BBQ sauce is becoming the non-substitute items for Pizza, therefore it will be included in promotions like KFC. The main promotion will be a coupon to purchase The Deluxe Plus and receive a bottle of sauces which includes many favors. The objectives of this promotion are to introduce a new product, stimulate demand, change the short-term behavior of the customers; This promotion will be distributed mainly by mail, but also by fliers on college campuses or supermarket malls in order to reach the target market. The Deluxe Plus will be published in the newspapers or magazines that are popular with the target market such as STAR, New Straits Times, Woman weekly, Apartments post box and Seventeen. Although advertisements are not cheap, Pizza Pan is an Australian company who is preparing the financial resources to advertise. The young people will then eat The Deluxe Plus with their favor sauces. There will also the teaser banners will be bought to be displayed on bus stops, lampposts or even the Billboard announcements will be placed wherever on the highways for the travelers to notice it. Thu, the advertisements campaign can create awareness of the new product in the target markets. ? In order to develop appropriate competitive marketing strategies for Pizza Pan, Pizza Pan has tough competitors such as Pizza Hutt, Dominos, Barista, Papa Johns, Subway and many others. Hence, there are several competitive marketing strategies that are developed in order to compete with them. Our main intention is to be overall cost leadership, for offer lowest price to the consumer. We are also planning to practice differentiation by offering products with unique customers benefit or features which is not available from the competitive offerings. For instance the The Deluxe Plus which is a health concern product. We want to create a unique selling proposition that gives a real competitive edge Pizza Pans business growth strategy starts with a strong competitive positioning strategy in the marketplace there will discounts offered as a part of a grand opening campaign. Moreover we should watch on over competitor’s strategies too whatever they apply for their product we could plan for it too. Such as Pizza Hutt is offering buy one get one free so pizza pan could work on that too. Then, product leadership is also another strategy as we aim in leading in frozen pizza In Malaysia. Hence, before leading in we have to enter the new global markets; we also intend to create a local partnership with Malaysian businessman. For example, Pan Pizza that originated from Australian company would identify local partners in Malaysia like share holders in food industries so that it will be easier for them to markets the new variety products in Malaysia. This is because local partners know on how to attract their country people and to bring these products to customers as they can receive a good response. Another marketing strategy would be balancing customers and competitor orientations. In specific, we focus on being market centered company. This actually focuses more on customers development in designing strategy. Whereby strategies that can increase products availability and promotion in existing markets. To enter new global markets, the we would make a sponsorship within targeted countries. For example Pizza Hut is an American restaurant chain International franchise having their store locations in Malaysia and they achieve their goals and objective of their company like sponsoring shirt for English football club or become a part time sponsor of Galaxy M. Thus, we would also sponsor for Malaysian tennis or squash team during tournament. Finally, a small-scale trial can be a good way of testing a marketing strategy without committing to excessive cost. Whereby, a SWOT analysis would be carried out that includes strength, weakness, opportunities, threats. As for strengths, Pizza Pan is known for personal and flexible customers and service, depth industry experience, creative yet practical product designer, the use of highly flexible and efficient utilizing direct customer’s sales and distribution, varied menu items for broad appeal, high/consistent quality, and strong advertising marketing promotion. Then, weaknesses of lack of an established reputation of frozen Pizza in Malaysia, In conclude, promotion methods used by Pizza Pan tend to create product awareness amongst its new consumer in frozen pizza market. As mentioned earlier segment of the market that we have targeted is a very diverse group whereby promotion of the product has to be done in a very diversify style and unique. It is also believed that The Deluxe Plus will bring Pizza Pan a great success by using effective marketing mix strategy which may even consume high cost in its promotional campaigns but, however we strongly believe that, our potential product will cover the cost and gain maximum profit. http://en. wikipedia. org/wiki/Demographics_of_Malaysia http://www. pizzapanonline. com/ http://en. wikipedia. org/wiki/Pizza_Pan http://www. marketingteacher. com/lesson_marketing_mix. htm http://www. markedbyteachers. com/catalogsearch/result/index/? http://in_defense_of_frozen_foods_9907348. html http://www. quickmba. com/marketing/mix/ Uk marketing uni. Kotler keller,(2006),marketing management.

Shakespeares treatment of evil in Macbeth Essay Example for Free

Shakespeares treatment of evil in Macbeth Essay It is clear right from the beginning of the play that the witches play a key role in the play. The opening scene shows the witches planning their meeting with Macbeth. Not only does this scene hold suspense and capture the audiences attention from the start of the play, it sets the atmosphere also. They meet on a moor in thunder and lightening, this portrays an evil image. This is how Shakespeare portrays evil at the start of the play. Shakespeare used rhyming couplets for lovers and magical characters, as well as at the end of a scene to round it off. The Witches speak this certain way to stress their mysteriousness and sense of confusion. Some of their lines contradict each other and this can be very effective and powerful. All: Fair is foul, and foul is fair Hover through the fog and filthy air. (1.1) This is to emphasise the witches hate for good, and love for evil. Also, this would have caused tension among an Elizabethan audience. Witches were believed to be associated with the evil powers of Hell, and that they had diabolical powers and could take demonic power over anybody they chose. The image of them being able to fly would frighten them. In the Royal Shakespeares Companys production, starring Anthony Sher and Harriet Walter, the witches are shown as extremely mentally unhinged and deranged. They run around Macbeth and Banquo as they tell them their prophecies. Their evil is portrayed by the camera shots used, and fuzzy effects that a stage performance could not achieve. This gives them a sense of mystery. The theatre production I saw did not have a very effective or powerful opening. The witches seemed disturbed but I felt they spoke too quickly, this could have been connected with evil forces, but I feel that if the audience did not know the script very well, it could be confusing. Though I felt the parts of the witches were not acted very well, they did depict their power over Lady Macbeth very well. This was achieved in the unsex me here speech in Act One, Scene Five. The witches were shown behind Lady Macbeth in green light, which both created an eerie atmosphere but showed that perhaps they were the evil behind all of Macbeth and Lady Macbeths plans. Maybe they had some control over what was happening. In the witches foul is fair and fair is foul speech, it was sung in a way that made them sound very mentally disturbed. They also did mysterious movements with their arms. Both of these actions made the scene more powerful and interesting for the audience, and also created a feeling of evil and the unknown. The witches were not only in the play to put emphasis on evil; Shakespeare had intended to please King James I, which Macbeth was performed before. The king was very fascinated by witchcraft at the time, but witches were feared by almost everyone during the reign of Elizabeth I, as England was a Christian country, that believed literally in Heaven and Hell and as they thought that witches were associated with Hell, witches must have been evil, and if they were anything to do with them, they were to be condemned to eternity in Hell. Hundreds of people, many women were convicted as witches and tortured and executed. Towards the beginning of the play, King Duncan, his sons, and Lennox meet a captain who was wounded from a battle. Macbeth is well spoken of, and even though the audience have not yet seen Macbeth himself, they are given the impression he is a noble and respectable man. The captain tells of Macbeths victory in having captured the Thane of Cawdor, a traitor to the king. Hearing this, Duncan is overjoyed with Macbeth and gives Macbeth the title of Thane of Cawdor for himself. For brave Macbeth (well he deserves that name) Distaining Fortune, with his brandishd steel, Which Smokd with bloody execution, (Like Valours minion) carvd out his passage. Captain (1.2) Macbeth therefore has good qualities at the beginning of the play that makes his abrupt change terrifying. He is simply a human being with human weaknesses, particularly his ambition, which makes him vulnerable when it comes to being tempted be the idea of having power He does not seem evil at all at the beginning of the play, infact he seems very far from it. He is a man who, as Lady Macbeth says: Too full o th milk of humane kindness to catch the nearest way. (1.5) From the opening scene, Macbeth is chosen as a target for temptation by the witches. This suggests that perhaps he was not an evil person, but just a victim of his ambition and moral weaknesses. He is tempted when he first meets the three witches when they say that he was to be king. But when Macbeth is told that he had been made Thane of Cawdor, he asks: The Thane of Cawdor lives, why do you dress me in borrowed robes? (1.3) This seems to suggest that at the stage, Macbeth wants no honour that is not rightfully his? At first, Macbeth does not want to murder Duncan, as his fears were that he would be eternally damned, especially as Duncan was a good king to his country. But eventually, ambition takes over and he does not let his thoughts get in the way. The witches are not the only reason for why Macbeth becomes so unhinged and obsessed with the idea of becoming king. Lady Macbeth was very responsible for Macbeths decision to kill Duncan; it was she, who mocked Macbeth when he did not want to carry on with their plans to kill him. Lady Macbeth says: When you durst do it, then you were a man: And to be more than what you were, you would Be so much more the man. (1.7) Lady Macbeth is an extremely strong and power craving woman. She is tremendously ambitious for herself and who is astute enough to recognise her husbands strengths and weaknesses, and also ruthless enough to make the most of them, this is shown when as she mocks him when he did not want to murder. The idea of becoming queen is incredibly tempting to her, and she realises that without her, he will never win the Crown. She therefore calls on the powers of darkness for his and her sake. Come you spirits, That tend on mortal thoughts, unsex me here, And fill me from the crown to the toe, top-full Of direst cruelty (1.5) Lady Macbeth describes in violent terms what she herself would be prepared to do in this situation, she explains how willing she would be to kill for the Throne, by stating that she would go as far as murdering her own child if necessary. I would, while it was smiling in my face, Have plucked my nipple from his boneless gums, And dashd the brains out, had I so sworn As you have done to this. (1.7) The idea she expresses here certainly fits perfectly with the fair is foul and foul is fair speech. This shows that appearances may be deceitful. Lady Macbeth seemed like a very feminine, weak lady. This is shown when the murder of Duncan had just been discovered, Macduff says to Lady Macbeth: O gentle Lady, Tis not for you to hear what I can speak: The repetition in a womans ear, Would murther as it fell (2.3) She is also a very cautious criminal; she remembers details well such as in Act Two, Scene two, when Macbeth had just murdered Duncan, he forgets to leave the daggers back to the scene of the crime. Macbeth, at this point, is shocked after what he had just done. He is frightened, and very guilty, he is not in the state to return the daggers. So Lady Macbeth does it for him to cover their tracks. Not only does she influence Macbeth to such actions, but she is ambitious enough to finish off any things he had begun. At this stage, Macbeth still has a conscience, he panics after he had sinned. Ill go no more: I am afraid, to think of what I have done: Look ont again, I dare not. (2.2) But as time passes, he realises he will have to carry on killing people to cover up the truth that it was him who murdered Duncan. One of those people was his friend, Banquo, who knew about the witches prophecies. Banquo was suspicious, as he had always thought the witches were misleading Macbeth in some way. If anyone knew who had killed Duncan, it would be Banquo. Macbeth therefore needed to rid of him, and also his son, Fleance, as it was said by the witches that he would also become king. First Witch: Lesser than Macbeth, and greater. Second Witch: Not so happy, yet much happier. Third Witch: Thou shalt get Kings, though thou be none. (1.3) This is the point where Macbeth gets carried away with his ambition. He tries to stop what the witches said would happen. This is proved impossible when Fleance flees from the murders, leaving his father, dying. Macbeth carries on murdering innocent people including Lady Macduff and her son. Macbeth returns to the witches to hear more of what was going to happen, in Act Four, Scene One. His ambition had already taken over by then. He is obsessed with keeping the throne. The apparitions one by one tell him bad news, but Macbeth is over confident and is now almost certain he would not be defeated. The power of man: for none of woman born Shall harm Macbeth. Macbeth shall never vanquishd be, until Great Birnam Wood, to high Dunsinane Hill Shall come against him. Apparitions two and three (4.1) Again, not all things are what they seem. This is again, another example of the half-truths that Shakespeare uses. They play a large role in Macbeth, and are what was used to draw Macbeth into doing evil deeds. Evil is also emphasized by clothing in productions and films. In the production that I saw, and in the RSC production, the actors were wearing mostly black all of the time. Lighting was very effective in the live performance; green lighting was used for the witches which gave a supernatural atmosphere. Smoke was also used to create a feeling of mystery in the opening scene. The consequences of evil develops drastically throughout the whole play, starting off with doubts and indecisions, and ending with empty, ruthless cruelty. If Macbeth is viewed as a psychological study of a murderers mind, both Macbeth and Lady Macbeth both show symptoms of schizophrenia. Schizophrenia is defined as a psychotic disorder characterised by loss of contact with the environment, by noticeable deterioration in the level of functioning in everyday life, and by disintegration of personality expressed as disorder of feeling, thought, and conducts. They may also hallucinate, and can not distinguish between what is real and what is not. Macbeth imagines Banquos ghost at the dinner. This scene was done very effectively in the live performance. Banquo appeared onstage, and slipped in and out of the stage through the iron gates, which normally, the actors would have to open to walk through. Stepping through the gate broke the boundaries and gave a very supernatural edge to the scene. Some schizophrenics withdraw emotionally, for example, their outlook on life is deadened and they show little or no warmth. This is exactly what happens to Macbeth near the end of the play. I have livd long enough; my way of life Is falln into the sear, the yellow leaf. I have almost forgot the taste of fears (5.5) Lady Macbeth is so mentally disturbed by what she and her husband have done that she cannot sleep peacefully, resulting in her sleep walking. This signifies that she can not get it out of her head, and she is beginning to become crazy because of it. She is even re-acting some of the past out, including the letter writing, which symbolises the letter that her loving husband wrote to her to inform her of the news that he was to be king. She feels unclean after touching the daggers and the blood of the king. She has hallucinations that her hands are covered in blood and that she cannot remove the smell of blood from her hands either. Yet who would have thought the old man to have had so much blood in him. The Thane of Fife, had a wife: where is she now? What will these hands neer be clean? Heres the smell of blood still: all the perfumes of Arabia will not sweeten this little hand. (5.2) She also knows her husband is getting out of control, and she feels that it is all getting unbearable. This is first shown when Macbeth is planning to kill Banquo. Lady Macbeth tries to discourage him, but fails: Lady Macbeth: You must leave this. Macbeth: O, full of scorpions is my mind, dear wife: Thou knowst, that Banquo and his Fleance lives. (3.2) It is towards her death, when she is seriously psychologically damaged by the events. Shakespeare shows this through the way that she speaks. While throughout most of the play, Lady Macbeth spoke in unrhymed iambic pentameter. At the end when she was sleep talking, she spoke in prose, which showed how disjointed her mind was: Wash you hands, put on your nightgown, look not so pale: I tell you yet again Banquos buried; he cannot come out ons grave. (5.1) In conclusion, I think Macbeth was extremely influenced by the witches. They were the main reason for spread of evil. There is certainly with little doubt, without the witches, and their prophecies, Macbeth would not have murdered Duncan. Though the witches were the main reason, the others was also his ambition, his weakness to temptation, and the power his wife had over him to tempt him to do what his conscience knew was wrong. Lady Macbeth is incredibly determined, and powerful, and eventually, the two of them lost their passion they had for each other because of their evil deeds and desire for control Your hand, your tongue, look like th innocent flower, But be the serpent under t. He thats coming, Must be provided for: and you shall put This nights business into my dispatch, Which shall to all out nights, and days to come, Give solely sovereign swat, and masterdom. Lady Macbeth. (1.5) Upon the sightless couriers of the air, Shall blow the horrid deed in every eye, That tears shall drown the wind. I have no spur To prick the sides of my intent, but only Vaulting ambition, which oerleaps itself, And falls on th other. Macbeth (1.7)

Coca Cola New Product Analysis

Coca Cola New Product Analysis The Coca-Cola Companys core undertaking is to benefit and refresh everyone it reaches. Founded in 1886, we are the worlds leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make up for our wide portfolio. Our corporate headquarters are established in Atlanta, and we are holding local operations in over 200 countries around the world. Our activities cover all sectors of the beverage industry. We are the second leading player in functional and Asian specialty drinks, while ranking number one in value for the ready-to-drink tea sector (ref.1, p.1). description of the new product, strategic role in the future position of the company Bubble Buzz will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging. The strategic role of Bubble Buzz for The Coca-Cola Company is centered around three objectives: To stay at the forefront as the market leader in innovative product introductions and successful product launches; To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching and functional product. To become the market leader in the functional drinks segment with increased market shares. INDUSTRY ANALYSIS Consumption: The sales volume for the functional drinks segment (ref. D2) in UK has reached $342.2 millions in 2004 for a volume of 125.9 million liters (ref.2). This product segment has shown a steady growth since 1999: an increase of 13.5% over a period of 6 years (Appendix A). The consumption rate per capita in 2004 has reached 3.94 liters, which represents a 4.0% increase compared to 1999 .The growth of this particular market is largely due to a slow shift in consumer trends. Trends: Through the early 1960s, soft drinks were synonymous with colas in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances (e.g. Coke Nestea) and acquisitions (e.g. Coke Minute Maid), but also by focusing efforts on portfolio diversification. Today, while the soft drink industrys value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk juice drinks, sports drinks) as well as bottled juices and water .Companies have been actively engaged in new product developments in order to counter the growing concerns about negative health impacts of high-fructose drinks, but also to increase the demand in a market where product offerings are quickly maturing .New flavor introductions and health-conscious formulations have been launched in an attempt to offset the decline in carbonated soft drink sales .The functional market is expected to show sustained growth and consumer interest in the future years as cons umption shifts to trendier, healthier and more sophisticated products . SWOT ANALYSIS (Strengths and weaknesses, opportunities and threats) Strengths Brand strength Effective stride in new markets Results of operations Strong existing distribution channels Weaknesses Reliant upon line extensions Reliant upon particular carbonated drinks Brand dilution Entrance into difficult non-core categories Saturation of carbonated soft drink segment Opportunities New product introductions Brand is attractive to global partners Strong competition Threats Potential health issues Free trade STRENGTHS Brand strength The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. The Coca-Cola brand is unarguably one of the most recognizable brands in the 200 countries where it sells its products. The strong brand name is one of the basis for the companys competitive advantage on several of its core markets. Effective strides in new markets Coca-Cola has partnered with several companies (such as the joint venture with Nestlà ©) in order to increase the ability to react to demands and changes in the markets of iced tea, coffee and juices. The developing markets are more complex than the carbonated soft drinks. Results of operations In 2004, net-operating revenues totaled approximately $21.9 billion, an 8% increase from 2002. Gross profit totaled $14.3 billion in 2004. The company generated $5,968 million from its operating activities and re-invests heavily into its business. The ability to generate significant cash flows is one of the its key strengths (ref.16). Strong existing distribution channels Coca-Cola has operations worldwide and is well established in its distribution channels (such as store retailers or vending machines). Therefore, a new product launch can typically rely on the existing distribution system in order to reach the majority of its target market while requiring no major supply / delivery developments. WEAKNESSES Relying upon line extensions Coca-Cola is relying on brand extensions increase sales in specific lines, particularly its long-time carbonated soft drink products (i.e. the introduction of Vanilla Coke helped maintain sales for the core Cola beverages). However, there is a strong risk of cannibalizing existing sales in the long term (for example, Bubble Tea might deter on sales for iced tea). Reliant upon particular carbonated drinks The long-time presence of Coca-Colas Coke beverage has established this particular line as a flagship product. While the core Coke products bring a solid base of sales and loyalty to the company, consumers expectations also become more and more anchored and single-lined, taking away freedom in the areas of line diversification and product modifications (taste, packaging, price). Brand dilution The tremendous amount of existing brands and new product being introduced by the company could diminish the value and differentiating strength of each product that is being manufactured. Entrance into difficult non-core categories The Coca-Cola Company is a truly global multinational business giant. While some categories of products are distributed in many areas of the globe (Coke, Powerade, etc.), geographical needs already require that these global brands are heavily adapted to their target region. Furthermore, many smaller and diversified product lines are more or less popular in one particular region over another. Therefore, the process of diversifying the production and marketing each product involves costly investments. These capital requirements typically increase as the product becomes heavily focused (for example, since the Coca-Cola brand is highly recognizable worldwide, marketing a bottle of Coke in Japan would be less difficult than marketing a bottle of Qoo in that same country Qoo being a lesser-known non-carbonated drink which was one of Coca-Colas newest brand introduction in 1999). Saturation of carbonated soft drink segment Due to the countless number of brands available on the market, it becomes increasingly difficult in the soft drinks segment to innovate and create new products that genuinely stand out from their competition. And as we have seen, an analysis of the industry has shown that growth in the soft drinks market becomes difficult and challenging when the conditions and consumer trends cause a market demand that stays stagnant. OPPORTUNITIES New product introductions The functional drinks market is one that particularly allows more innovation opportunities and gives greater freedom for creativity in the design, production, manufacturing, distribution, promotion and retailing choices and processes. Brand is attractive to global partners Because of the companys size (including value, brand name and operating revenues) and wide portfolio base, Coca-Cola enjoys a strong purchasing power over its suppliers, and also attracts large partnerships with various levels of consumer reach (e.g. Burger King, movie studio promotions, sponsorship agreements, etc.). Existing brand awareness also provides an international playing field for powerful marketing strategies. THREATS Strong competition Coca-Cola is competing in a global market that is characterized by an oligopoly between several (but few in numbers) competitors. The fight for market shares and sales in crowded markets becomes a complex one. Potential health issues The current trend of consumer and consumers groups awareness towards goods and services is both beneficial and threatening for companies in the food and beverages industry. Over the last few years, concerns over health issues have risen in the media through an expanded and ever-growing network of knowledge outputs (journals, TV channels, internet and so on). The move of the younger generation towards a healthier lifestyle call for careful planning and decision-making in new product developments. Large companies can also easily become the target of consumers apprehension. Free trade In an era of globalization, large international competitors can come out with comparative advantages (the constant fight to remain the first mover and market leader in a long-term spectrum). Issues arise when dealing with price competition and economic growth. Trade organizations are also faced with public pressure which can disrupt operations in one or more areas of the company. TARGET MARKET Segment identification: RTD (Ready-to-drink) bottled Bubble Tea, to be established within the Functional Drinks sector Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) (ref.11, p.127). Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the mind and body (ref. 10), the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours ref.6). Segment growth potential: Statistical reports anticipate a segment growth of 1.72% over the next 9 years (2015) for the 10-29 years old subsets (ref.12). Refer to Appendix E. Size of the segment (population): 8,688,300 (329,600 L). Refer to Appendix E. Positioning strategy: The only RTD bottled bubble tea available. Funky eye-catching bottle, functional packaging, premium-priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls, oversized colored straw), variety of flavors, sweet, refreshing, for hip young people, healthier alternative to heavy-sugar drinks. The objectives of the marketing plan are strategically centered around 3 criteria: to create a strong consumer awareness towards a completely new bubble tea product from Coca-Cola, to establish a wide brand recognition through the capture of market shares in the functional drinks segment, and to become the top market leader in that particular segment within the forecasted sales figures. PRODUCT STRATEGY The core Bubble Tea beverage in a pre-bottled, ready-to-drink format. The actual product Packaging and labeling: see figure below Branding: colorful, aspect of play, round shaped, prominent Bubble Buzz logo written in modern font, catchphrases such as Think outside the Bubble and Get Your Buzz. Trade name: Bubble Buzzà ¢Ã¢â‚¬Å¾Ã‚ ¢, a Coca-Cola product Brand personality: energy, funky, cool, functional, original, funny, healthy, etc. Brand equity: Coca-Cola provides a quality, consistent, innovative and accessible soft drink reputation. Augmented product Nutritional information, Status (social drink), Features promoting the website, Health benefit of a green tea base (ref.17) Marketing considerations Product life cycle: Bubble Buzz is a low-learning product. With a strong marketing campaign, sales [will] begin immediately and the benefits of the purchase are readily understood (ref.11, p.301). Since Bubble Buzz is prone to product imitation, Coca-Colas strategy is to broaden distribution quickly, which is currently feasible thanks to the companys high manufacturing capacity. Product class: Food beverage à ¯Ã†â€™Ã‚   Soft Drinks à ¯Ã†â€™Ã‚   Functional Drinks (refer to Appendix D2 for a break-down of the functional drinks market). Bubble Buzz follows the practice of product modification (ref.11, p.304): Coca-Cola is introducing an existing beverage (bubble tea) but redefines the drink with a new, more convenient package. Bubble Tea will now become a widely available drink in multiple retailing (distribution) channels. PRICE STRATEGY The price strategy that will be undertaken should consider the following aspects: Consumer demand The product lifecycle Potential substitutes Customer demand Customer demand is a crucial factor which is driven by tastes, income and availability of others similar products at a different price (mentioned later in the potential substitutes section). For a lot of consumers, value and price are highly related: the higher the price, the higher the value. Consequently, Coca-Colas intention to position Bubble Buzz as a unique, innovative and attractive product gives it a certain control over Bubble Buzz price. To be able to implement higher pricing though, the minimization of the non-monetary costs to customers should also be include along with awareness of the product (notably by advertising) and value (benefits) . The product lifecycle The company should take advantage also to the fact that the newer the product and the earlier in its lifecycle the higher the price can usually be. It ensures a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly and it also brings a certain prestige to the product. Potential substitutes Coca-Cola is constrained by the monopolistic market in which it competes. The main characteristic however is product differentiation. Other constraints (See Appendix M) PROMOTION STRATEGY Objectives: To initiate strong awareness about the launch of Bubble Buzz throughout Generation Y (10-29 years old) consumers as well as their parents. To win market shares over our top functional drinks competitor, PepsiCo. Message: The promotional outputs will convey the clear message that Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. Concepts: Think outside the bubble: Be Bold, Be Original, Be Different, Be Yourself. A good spirit in a good body. For the out-of-the-ordinary individuals who like to challenge themselves. Media selection: Before choosing the appropriate medias, it is important to note that Generation Y consumers only give partial attention to media. However, they can be reached through integrated programs. They are typically using more than one communication media at a time; a behaviour that is often called multitasking. This group of consumers doesnt give its full attention to one single message, but rather uses continuous partial attention to scan the media. Marketers can still communicate with Generation Y by using a variety of targeted promotional tools. Another important tactic to reach our target market is through Viral or Buzz marketing, which Coca-Cola will heavily use in this campaign (campus, contests). Advertising: Refer to APPENDIX H for detailed explanations Output Examples Television MTV, Much Music, VrakTV, YTV Radio MIX96, CKOI 96.9, 94.7 FM, Universities Magazines For girls: Cosmo, Elle For boys: Sports Illustrated (or Kids edition) Internet Banners on select websites (gaming, sports, etc.) Official promotional website: www.BubbleBuzz.ca Outdoors Billboards and prints in select areas including: Campuses, transportation (bus, metro, stations) Tourist areas in high seasonal periods Outskirts of key cities in geographical reach Others Not relevant Personal selling Direct contact with retailers, sales kit strategies to be explained later in the text. Public relations Stands or special displays and events in schools, malls, sports events (i.e. 2008 Beijing Summer Olympic Games), sponsorship activities Publicity Conferences, press releases (print and online), buzz marketing through TV coverage Promotional Mix: Consumer oriented: Contests: Win another Bubble Buzz flavour, Uncover a secret code underneath the bottle cap and win sporting goods and electronics by logging on the website, Win a trip for the 2008 Olympics in Beijing. (Arguments: It will increase consumer purchases and encourage consumer involvement with the product). Samples: distributed in supermarkets, school/universities. Samples are a way to avoid product resistance since people are not used to find bubbles in their drinks. Arguments: It will encourage new product purchases and it represents low risk for consumers since they get it for free. They have nothing to loose by trying it. Point-of-purchase: in supermarkets (to reach the parents of generation Y). Arguments: It is also a mean to increase product trial and provides a good product visibility. Others: In subsequent years, engage in product placement in TV shows or movies. Trade oriented: Allowances and discounts: case allowance (Arguments: The free goods approach will be used so it can encourage retailers to buy more of the product to get a certain amount for free). Cooperative advertising: to encourage retailers to buy our product and to maintain our high level of advertisement that consumers expect from Coca-Cola. Other considerations: Scheduling of the advertising: Pulse scheduling (promotional presence year-round, but emphasized and intensified before and during summer). IMC (integrated marketing communication) Target Audience: Intermediary: personal selling will be more often used Ultimate consumer: Coca-Cola will use more of mass media because the amount of potential buyers is large. PLACE (DISTRIBUTION STRATEGY) Bubble Buzz will be distributed through these channels: supermarkets, convenience stores, independent food stores, discount stores, multiple grocers, vending machines, direct sales. China is the target country were going to expand our product. Reasons: With a total population of 1,313,015,000 in the end of 2005 and 327,714,000 in our target market (age 10 to 25 years old), compared with the total population of Canada304,453 million, there definitely is a great potential worth to work on. absolute expenditure on food and non-alcoholic beverages is expected to increase from 1,777 billion in 2005 to 2,154 billion in 2010 (though the proportion of consumer expenditure on this part is decreasing from 28.39% to 25.75% ) Soft drinks industry is one of the fast growing industries in China, especially fruit/vegetable juice, RTD tea, and Asian speciality drinks and bottled water have shown a sharp increase during 1998 to 2003. Bubble tea was originated in Taiwan. Soon after its introduction in China, it became one of the most popular beverages sold in tea stores on the streets due to the similar taste and similar cultural background. So, it is a good chance for us to enter into this market. Since we are the top sponsor for the upcoming Beijing Olympic in 2008. With more opportunities to expose to the public, it is going to benefit our sale there. Our entry-strategy for entering China is through licensing. Reasons: We have already provided licenses for manufacturing our products in China (licensing the bottlers and supply them with our syrup required for producing). Therefore, added in one or two more products in our production chain would not be that difficult. It is relatively low risk when compared with direct investment there. It is low cost to export our new products there since we can maintain lower labour cost and lower material cost if we produce our products locally, especially in China. Changes to be made: Price: Price sold in China is going to change to accommodate the local desire. As we set our price sold in Canada $2.00. Compared to the price sold in the bubble tea store ($ 3.50), it is about 57.14%. So, with the information we gathered from the tea store in China  [1]  , the price sold there would be 57.14% of what sold in the tea store$12 Yuen in China currency. Then, it would be around $7 Yuen, about CAD$1  [2]  . Naming the product: In order to be recognized and accepted more easily for the local market, we need not only translate our product name but also make sure theres not hidden unintended meaning that would damage our product. Develop other flavours that would attract the local market: Since milk based bubble tea sell better in China, we will add in this product line. Also, we will avoid using too many artificial colors as they are not appreciated as much as in Canada. Moreover, people in China are becoming more and more health concerned, especially the amount of sugar and additives added in the drinks. We will make some changes in the ingredients used to appeal the local market, i.e. less sugary drinks. Promotion: In contrast to the radio ads in Canada, we will use more TV and Web advertisement there due to the highly exposed environment in China. Also, we will put more emphasis on the ads on the public transportation such as underground/subway system and bus service due to the more frequent use of the public transport service there. Also, since the outdoor display screen is quite popular in big cities, we will also take advantage of it

Comparing Two Views of Gay Marriage Essay -- Compare Contrast Comparis

In their works â€Å"Let Gays Marry,† by Andrew Sullivan and â€Å"Leave Marriage Alone,† by William Bennett, they both talk about the subject of same sex marriages. They both believe that marriage is based off of tradition. However, they debate on if these marriages should be allowed and if they are proper. Sullivan goes on to prove he believes same sex marriages are proper because traditionally it is based off of the principle of love. Bennett proves his point by saying that the conventional ways are the tradition. Andrew Sullivan says that love is the reason people marry one another. No matter the race, creed, or gender love is a strong bond that few people are lucky enough to find. (Sullivan p.25) This country believes in equal rights and opportunities. With this being true all people should be able to choose whom they love and get to marry. Homosexuals do not seek special treatment but an equal and full part in America. (Sullivan p. 25) In a society that always talks of equal rights and opportunity, is it right for the country to condemn these people because they are different in their beliefs of sexuality? One of the conventional ideas as to why people of opposite sex marry is because of procreation. What about all of the married couples who do not have children? Should they not be able to be married? (Sullivan p. 26) Sullivan says that over the years the definition of marriage has changed several times. It has been amended or changed to the times. Women in the marriage were on ce legal property to their husbands, and at one time only people of the same race could marry. (Sullivan p. 26) Should this instance be any different? In his essay, â€Å" Leave Marriage Alone,† Bennett states that marriage is a sacred trad... ...adition. The authors both disagree on what tradition is but they believe that the contract of marriage is based on tradition. Everyone has the right and freedoms to do what he or she pleases. However, there are boundaries. Tolerations for groups are one of the great things this country offers as opposed to other countries. How the judgment of a 4,000 year old tradition versus the tradition of marrying for love is ruled, the country will have to wait. No special treatment is expected or wanted. Equality for all is what is being asked for here. To honor tradition and follow the heart is all that both sides want. Works Cited Gruber, Sibylle, ed. Constructing Others Constructing Ourselves. Dubuque: Kendall/Hunt Publishing Company, 2002. Sullivan, Andrew. â€Å"Let Gays Marry.† Gruber 25-26 Bennett, William. â€Å"Leave Marriage Alone.† Gruber 29-30

Life Of Arthur Conan Doyle :: essays research papers

Life of Sir Arthur Conan Doyle Sir Arthur Conan Doyle, a British physician who later devoted his life to writing, has become one of the most popular and widespread authors and creators of all time. Doyle's early childhood years to his later years in life have allowed him to observe many sophisticated yet adventurous paths, in which have inspired him greatly to become an influence on spiritualistic views as an author and crusader. His interests and achievements in medicine, politics, and spiritualism have allowed him to create the iridescent master detective of fiction, Sherlock Holmes. His creation of Sherlock Holmes in his mystery novels has brought him fame amongst many people, even so Sherlock Holmes may be one of the most popular and recognized characters of English Literature. On May 22nd, 1859, Arthur Conan Doyle was born at Picardy Place, in Edinburgh, Scotland. His father, Charles, was an architect-clerk at the Government Office of Works in Edinburgh where he married Mary Foley in1855. Arthur had three sisters and one brother, with quite a large family occasionally times got hard as money grew scarce, fortunately his father sold paintings on the side to earn extra money (Jaffe 3). When Arthur Doyle was seven years old he was sent to school and for two years he was toughened by the schoolmaster and his punishments of lacerations (Pearson 2). The schoolmaster wasn't the only thing that toughened him, he was also used to getting in quarrels with other children and became quite a fighter, especially if he saw a bully picking on someone smaller and weaker (Pearson 3). Along with his rugged characteristics, young Arthur loved to read. He found himself caught up in books of action and adventure, his favorite one being Scalp Hunters by Mayne Reid which he read numerous times. Arthur was also somewhat interested in poetry and he showed it by learning Macaulay's Lay of Horatius by heart. At the age of nine, Arthur went to Hodder the preparatory school for Stonyhurst College, which also was located in Edinburgh (Jaffe 8). On a journey to Preston, in Lancashire, he started to feel lonely and experienced homesickness. When he arrived at Preston, he joined a group of other kids and was driven the remaining twelve miles with a Jesuit, a follower of Jesus in Roman Catholicism. He stayed at Hodder for two years, where he was partially happy, then the Franco-German War had arisen and gave him something to dream about during his lessons. He would find himself daydreaming about fascinating adventures to escape his regular days of studies which constantly bored him (Pearson 4).

Between The Forest And Greed :: essays research papers

Between The Forest and Greed Within the past decade there has been a rising "environmentally conscious" movement. The spectrum of issues in contention by environmentalism has expanded virulently and is reaching its zenith. Public dissatisfaction with the environmental movement is forming, as the movement has taken the fight for the environment too far. Donella Meadows is an environmentalist who has yet to fully think about the issue she is arguing. In her piece "Not Seeing the Forest for the Dollar Bills," she takes an almost infantile approach to the logging industry and the concept of clear cutting. The monetary motivations behind the logging industry is her explanation for clear cutting, trying to portray the logging industry as a cold money making machine. This of course neglects the fact that the reason logging generates capital is because the world needs wood. There are several economic and environmental issues that are considered when loggers enter and area. Haphazard clear cutting of forests, while it maybe what Meadows would like us to think, does not happen. With every industry, every aspect is carefully debated and analyzed for the short and long term outcomes. Any industry that capitalizes on earth's resources figuratively signs a pact with the earth. This pact bonds this industry to the earth and requires that any harvesting of resources is not done so with haste and waste. There is a symbiotic relationship between the two. For the industry to exist there must be a constant supply of the resource. Without a constant supply the industry dies. Now, many people believe that the logging industry's objective is to cut down all the trees that are currently standing. As horrific as this scenario may sound, it is far from the truth. Without trees to cut down there is no industry. The logging industry is not so foolish as to rampage the forests and cut down all the trees. As they cut, they plant. Replacing forests with samplings may look inadequate, but over a long period of time these samplings will become a new forest. The earth as we know it today has been in existence for millions of years. Even if newly planted tress take a century to grow back that is only a pinpoint on the time line. The millions of acres of forested land left untouched currently will not be engulfed by blades and tractors instantly. It will take time to cut down the trees, as it will take time to grow them back. Meadows seems to have a misconception of industries and the service they provide. All industries, whether it be recycling to logging, are trying to

Bhavnath Temple Essay

Written Analysis and Communication-I Assignment – I Case Analysis â€Å"Bhavnath Temple† Submitted On: Submitted By: 16-07-2010 Arpit Dangayach Section-A Roll No. 101114 EXECUTIVE SUMMARY The problem is government’s dilemma to go with lower or higher reservoir capacity. Government’s objective is to provide economic development. It wants to increase agricultural production and generate higher revenues. Option 1, government can go for lower reservoir capacity. Option 2, government can go for higher reservoir capacity. Option 3, government can go for reduced reservoir capacity. Option 1 would save the temple. Revenues would be earned from agriculture and tourism. In option 2, temple would be submerged but higher production and revenues would be there. In option 3, lower production and revenues would be there but support of the villagers will be beneficial for future expansion. Word Count: 107 MAIN REPORT The case has been set in post independence period of India. It talks about the government’s plans for all-around economic development. In the undivided Bombay province a proposal was put forth by the government to build dams across the rivers Lokmata and Sadmata in the northern part of Gujarat. The dams were to have a capacity of 4700 million cu. ft. of water and facilitate irrigation of 92000 acres of land in 3 districts. The control levels of dams were as mentioned in exhibit 1. However construction of the dams would result in submerging of 10500 acres of land belonging to some 20 villages. Therefore the government also had the task of resettlement of the villagers and providing new sources of livelihood, thus adding direct cost to the cost of constructing the dam. But the government was determined about the feasibility of the project. However the control level of the dams would also lead to submergence of the temple of Bhavnath. This was an old temple which was considered highly sacred and connected with Bhrugu Rishi. Also, the temple attracted many tourists at the annual fair. Due to this reason the Government faced stiff opposition from the villagers. The government agreed to take steps to protect the temple. However the final proposal had some changes made like the new control levels as mentioned in exhibit 2, raised capacity i. . 5700 million cu. ft. But this would lead to complete submergence of the temple and was inevitably met with adamant resistance from the people. Bombay was divided in 1960 and Gujarat was formed. The newly formed government was keenly interested in the dam scheme but the opposition still persisted. PROBLEM The central problem is the government’s dilemma to go with Plan I or Plan II. Plan I: The dam would be c onstructed with control levels as in exhibit 1. The capacity would be 4700 million cu. ft. The revenues generated would be Rs. 15. 83 lakhs annually. The temple would be saved from submergence and provided with an all-weather access. Plan II: The dam would be constructed with control levels as in exhibit 2. The capacity would be 5700 million cu. ft and higher revenues would be generated. The temple would be completely submerged. OBJECTIVES †¢ Economic Development: The government wants to go for all-round economic development and thus provide better future prospects for the nation. †¢ Increase in Irrigation Potential: The government wants to bring more area under irrigation and thus earn higher revenues. Resettlement of Villagers: The government has to shift the villagers to a new location and also provide them with source of livelihood. †¢ Protection of Temple: The government would not want to hurt the religious sentiments of the villagers by submerging the temple and thus affect its vote bank. OPTIONS 1. The government can build the dams with reduced control levels as in exhibit 1. The capacity would be 4700 millio n cu. ft and it would facilitate irrigation of 92900 acres of land. This would help generate revenues of Rs. 15. 83 lakhs annually. 2. The government can build the dams with higher control levels as in exhibit 2. The capacity would be 5700 million cu. ft and thus higher revenue generation. 3. The government can opt for slight reduction in the reservoir capacity i. e. below what was initially proposed. As the villagers realise the potential benefits due to the dam, the government can increase the reservoir capacity by expanding laterally. EVALUATION 1. If the government goes with Option 1, it would be able to protect the temple from submerging. This would also respect the religious sentiments of the villagers. Also, the government would be able to cash in on the revenues generated from the tourists arriving at the temple during the annual fair. The vote bank of the government would also be secured. Also there would be lesser shifting of the villagers required. However the reduced dam capacity would mean lower irrigation potential and lower revenues generated. 2. If the government goes with Option 2, it would be able to increase the irrigation potential and thus generate higher revenues. It would also mean better economic development for the village as well as the nation. However, as it would imply submergence of the temple, there would be stiff resistance from the villagers. The government would also have to face the ire of opposition parties. This would in turn hurt their vote bank. Submergence of the temple would also stop the inflow of the revenues generated through tourism. There would also be additional burden on the government for shifting of the villagers and arranging their source of livelihood. 3. If the government goes with Option 3, they would be saving the temple from submergence. There would also be lesser number of villages getting submerged. This would save the government costs of resettlement of the villagers. As there is sufficient irrigation potential, the government can in future increase the irrigation potential by expanding the reservoir laterally. However revenues generated would be less and so would be agricultural production. ACTION PLAN The government should go with Option 1. The dam would facilitate the irrigation of 92900 acres of land and generate annual revenues of Rs. 15. 83 lakhs. The government would also be able to collect the revenues generated from the tourists visiting the temple. This plan would protect the temple from submergence. As a result the government’s action would be viewed in good faith by the villagers as their religious sentiments would be taken care of. This plan will also help the government to stay in power. It would win them the support from nearby villages too.