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“The Glass Menagerie,” written by Tennessee William, portrays a struggling American family’s incapability to grasp life’s reality. “The Glass Menagerie” is a memory play narrated by the protagonist, Tom Wingfield. The play is very renowned and lauded in numerous modern theaters and Broadway. William’s approach of the play being seen and recognized as a past occurrence creates an illusion. This illusion assists on the portrayal of his characters’ internal conflict of not being able to accept life’s reality. Without the characters, the play’s illusion is ineffective.


Tom Wingfield is an essential character of “The Glass Menagerie.” Tom is a round and contradicting character. He yearns for the escape from his family and warehouse job, but can never find the strength or approach. In the play, Tom talks about his dream of escaping his family for adventure. He is unable to accept his responsibilities of working in a warehouse just to help support his family. Through the events of the play, frustration grows. Tom is saddened and angered because his accountability for his family enables him to live his life the way he wants to. He tries to escape his problems by constantly going out to the movies, drinking, and wandering around doing miscellaneous things. Doing these things prevents Tom from grasping the way his life really is. They help him dream and drift away from his responsibility; his reality of life.


Amanda Wingfield is the mother. She can be seen as the antagonist because of the internal conflict she causes to her children with her demands and high standard she sets for them. Amanda is incredibly unable to grasp her reality of life in many ways. In the play, she frequently reminisces about her amazing and rich life as a young maiden; her rich past conflicts with her poor present lifestyle. She also persists her daughter’s as a flawless individual, when truly her daughter is an odd and cripple young women. These deceptions cause Amanda to want and need things she is unable to get or do not have.





Laura Wingfield is the sister of Tom and daughter of Amanda. Laura is portrayal in the play is very different. She does not cause any conflict, purposely, like the others. Laura is a very shy and an odd young lady. Her shyness plays a big component for her disconnection to the world; she is isolated from the people outside her family. So, all she knows is her family. Laura’s glass menagerie is where the title of play arises. Her mini glass figures help her escape from her family’s altercations and uncomfortable situations. Laura really does not have any responsibility in the family. Her mother takes care of her and her brother watches over her. For this reason, she lives in their illusion of life.


Tennessee William’s represented his theme through his characters in the play. Tom, Amanda, and Laura Wingfield lived a life full of conflict because they are unable to accept what they have, who they are, and where life has brought them. William’s idea of placing the play in a memory setting is ingenious. It helps the reader or viewers to recognize an illusion of an already done reality. “The Glass Menagerie” theme of incapability of accepting life’s reality is greatly understood through the character’s portrayal in the play. If the characters were to be taken out, the play’s theme would be incomprehensible.





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In F. Scott Fitzgerald’s novel, The Great Gatsby, Nick’s claim that Gatsby turned out to be all right is true because Gatsby cared about other people, knew how to love, and openly as well as freely shared his wealth. Nick was able to support his conclusion because Gatsby sincerely had compassion for other people. Fitzgerald provides numerous examples of Gatsby’s true care, causing it to be quite prevalent throughout the novel. Gatsby’s knowledge of how to love is a significant reason why Nick was able to advocate his proclamation. This wisdom is an important component in the basis of the novel, and Fitzgerald continuously uses it to portray Gatsby’s true character. A final and substantial reason why Nick was able to validate his statement that Gatsby turned out all right in the end is that Gatsby generously shared his prosperity. Fitzgerald uses both Gatsby’s true care and knowledge of how to have love for others in the formation of Gatsby’s ability to share his wealth. Nick, being a benevolent person himself, could detect the true heart of Gatsby and his genuine compassion for others.


Nick was able to validate his statement that Gatsby turned out all right in the end because he genuinely had compassion for other people. Upon obtaining his wealth, Gatsby made sure that his parents’ needs were adequately taken care of. He furnished a new home for them, and he made certain that they never lived in destitution. During one of Gatsby’s extravagant parties at his home, a young woman tore her dress on a chair. Gatsby truly cared enough about the woman, as well as the inconvenience the furniture in his home caused her, that he acquired her name along with her address and sent her a package with a new evening gown inside. Gatsby also showed his care for others by being kind to strangers regardless of their financial circumstances. For example, even though Nick was not as wealthy as Gatsby was, Gatsby welcomed him with a sincere heart. Along with many other things, he invited Nick to his parties, took him out to lunch, encouraged him to use his beach, and went hydroplaning with him. Also at one of his lavish parities, Gatsby was unexpectedly called to the telephone during a conversation. Instead of rising and hurrying out of the room to answer the call immediately, Gatsby kindly excused himself with polite words and a small bow that included each person he was speaking to in the conversation. Gatsby’s compassion for his guests’ feelings was displayed through his benevolent manner. He cared enough about them to considerately leave the room. However, he was also sensitive to the telephone caller’s feelings and time; he did not keep the person waiting to speak with him on the phone lingering too long. This is yet another example of how Fitzgerald illustrated Gatsby’s truly caring manner. When Gatsby requested that Nick invite Daisy to his home, he knew that he was making use of Nick’s bigheartedness. He did not want to inconvenience him in anyway, so Gatsby sent the servants and gardener from his mansion to prepare Nick’s home. Gatsby was also a very understanding man. He displayed an especially sympathetic attitude, which is an indication of a caring person. For example, when Nick first met Gatsby, he did not realize that the man he was talking to about Gatsby was in fact Gatsby. When Nick found this out, he was rather embarrassed, but Gatsby rid him of his discomfiture with an understanding smile. Nick described it as “one of those rare smiles with a quality of eternal reassurance in it” (Fitzgerald 48). Gatsby could have been extremely rude to Nick about the mistake; however he disregarded it and showed his incredibly understanding personality through his smile. A final example of Gatsby’s genuine compassion for others is in how much he cared for and about Daisy. Gatsby sincerely cared so much that he changed his life for her. He went from being a poor farm boy to a wealthy and high-class man, just to have a chance at gaining Daisy’s love. This is true devotion and consideration, which F. Scott Fitzgerald skillfully developed in Gatsby. This development also stretched into giving Gatsby the ability to know how to love.


Gatsby’s knowledge of how to love is another reason Nick was able to confirm his statement that Gatsby turned out all right in the end. Gatsby was so deeply committed to Daisy that he changed himself just so he could have a chance with her. He knew that she was exceedingly wealthy, and this posed a problem. Gatsby did not have a great deal of money, and during the time of the novel, it was unheard-of for an aristocrat to get involved with a poor individual. Consequently, Gatsby used his military uniform to hide his penniless background and worked to gain money so that Daisy would consider him an equal. This shows that Gatsby genuinely knew how to love because he was willing to exert himself to secure it. Gatsby waited for Daisy and followed her social career. This is another indication that he knew how to love because he cherished her enough to stay devoted to her, and only her, even if they were separated. However, Daisy did not wait for him, and after Gatsby discovered that she had needed security and married while he was overseas, “he found that he had committed himself to the following of a grail” (Fitzgerald 14). Gatsby was seeking the inner completeness, just as those in search of the grail were, and he knew that Daisy’s love was the only thing that could provide this wholeness. Comparable to how the grail rested on the peak of a mountain, encircled by water and obstacles that only a select few could overcome, Daisy’s love also rested far away, and there were many hurdles that Gatsby needed to clear in the pursuit of her love. The protection that he offered her is a final and significant example of Gatsby’s true knowledge of how to love. He wanted to keep her from any harm that could come into her life. Gatsby was so devoted to Daisy that he was willing to give up his life to spare her the least amount of pain or suffering. For instance, Gatsby chose to take the blame for the collision between Myrtle and the car that Daisy was driving, which instantaneously caused Myrtle’s death. He was willing to endure any punishment, persecution, or notoriety that came with this liability. He did not wish to see her hurt in any way. Gatsby not only provided mental and emotional protection, but physical protection as well. On the night of the afternoon in which Daisy confessed that she never loved Tom, Gatsby was willing to wait outside Daisy’s house all night to make sure that Tom did not hurt or bother her about the unpleasantness of the day. And even when Nick tried to assure Gatsby that Tom was not even thinking about her, he would not leave. He did not want to put Daisy in any sort of situation where danger could be inflicted on her, even if there was not a threat. This is true passion and devotion, proof that Gatsby knew how to love. Gatsby’s care for others and knowledge of how to love also extended into his finances; having these characteristics, Gatsby openly and freely shared his wealth.


Gatsby’s ability to openly and freely share his wealth was a substantial reason why Nick was able to support his conclusion that Gatsby turned out all right in the end. Gatsby was not selfish with his money; he did not keep it all for his own pleasurable uses. In fact, he expended a great amount of his money for people whom he did not even know. He hosted incessant and extravagant summer parties; he was rarely familiar with any of the guests because they simply invited themselves and were welcomed merely for attending. He wanted people to enjoy themselves in the midst of his prosperity. Thus the food, entertainment, hospitality, and all of the other aspects of Gatsby’s parties were incredibly lavish





Every Friday five crates of oranges and lemons arrived from a fruiterer in New York�every Monday these same oranges and lemons left his back door in a pyramid of pulpless halves. . . .


At least once a fortnight a corps of caterers came down with several hundred feet of canvas and enough colored lights to make a Christmas tree of Gatsby’s enormous garden. On buffet tables, garnished with glistening hors-d’�uvre, spiced baked hams crowded against salads of harlequin designs and pastry pigs and turkeys bewitched to a dark gold. In the main hall a bar with a real brass rail was set up, and stocked with gins and liquors and with cordials so long forgotten that most of his female guests were too young to know one from another.


By seven o’clock the orchestra has arrived, no thin five-piece affair, but a whole pitful of oboes and trombones and saxophones and viols and cornets and piccolos, and low and high drums. The last swimmers have come in from the beach now and are dressing up-stairs; the cars from New York are parked five deep in the drive, and already the halls and salons and verandas are gaudy with primary colors, and hair shorn in strange new ways, and shawls beyond the dreams of Castile. The bar is in full swing, and floating rounds of cocktails permeate the garden outside, until the air is alive with chatter and laughter, and casual innuendo and introductions forgotten on the spot, and enthusiastic meetings between women who never knew each other’s names. (Fitzgerald -40)


Gatsby opened his home to his unfamiliar guests and allowed them to eat his food until they were satisfied, drink as much of his liquor as they wished, and dance as long as they desired to the music of the orchestras he provided. This truly illustrates that he was a man who unreservedly shared his wealth. Not only did Gatsby share his wealth through his summer parties, he shared it with those around him everyday. For example, on pages 10 and 10 of his novel, Fitzgerald displayed Gatsby’s daily sharing of wealth by directing it toward the group of people that arrived at his home on horseback. Although the group was rather rude to him, Gatsby still acted politely and exhibited earnest hospitality. He offered them a cigarette or a cigar as well as something to drink; he encouraged them to stay for supper and accepted their self-invitation to come to his next party. Gatsby could have turned the group away; instead, he opened his home and prosperity to them. He also exhibited his free sharing of wealth by offering Nick a side job to help him out with his finances. Gatsby was aware that Nick did not make a great deal of money, and he wanted to lend a hand by sharing some of his assets. The fact that Nick did not have an abundance of riches enabled him to see that Gatsby did not have an aristocratic attitude; this provided support for his claim that Gatsby ended up to be an acceptable individual.


Nick’s statement that Gatsby turned out to be an acceptable individual in the end of The Great Gatsby, by F. Scott Fitzgerald, is relevant because Gatsby showed compassion toward other people, understood how to love, and generously shared his wealth. With the various examples Fitzgerald provides throughout the novel, it is effortless to see that Gatsby sincerely cared for other people. This is one rationale that Nick used to support his claim that Gatsby turned out all right. Fitzgerald created Gatsby as a man who truly had a heartfelt knowledge of how to love, and it was through Gatsby’s use of this wisdom that Nick was able to advocate his claim. A final reason he was able to do this was by taking into account Gatsby’s ability to openly and freely share his wealth. This ability showed Nick that Gatsby was not self-centered and only concerned with his own prosperity, but truly altruistic. Whether he was portrayed as altruistic, caring, or loving, I feel that Fitzgerald crafted Gatsby’s character well. He delayed the introduction of most of the information on Gatsby until relatively late in the novel, which helped to shape Gatsby as an individual. I think that Fitzgerald used this method to emphasize the theatrical quality of Gatsbys approach to life, which is an essential part of his personality. Fitzgerald allows Gatsby to literally fashion his own character; he has him change his name, from James Gatz to Jay Gatsby, which represents the recreation of himself. I believe that what gives Gatsby his quality of “greatness” is the gift of self-invention that Fitzgerald skillfully creates in him. I believe that it is this skill is what Fitzgerald used to superbly craft the character of Gatsby.


Works Cited


Fitzgerald, F. Scott. The Great Gatsby. New York Charles Scribner’s Sons, 15.


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California Recall


A matter of conscience invites me to declare my perspectives as I cast my vote for Arnold Schwarzenegger as Governor of the State of California. As the rest of the world peers in and amuses themselves at the state of our State, I would like to present a perspective of a ninth generation Californian, a product of our public schools, and a graduate of our University system. In the recall election, my vote is cast based upon three essential arguments.


1.) The truth of the matter is, no matter whom California elects, no one will be able to solve our budget crisis. Over half of our state’s financial resources are allocated to the numerous propositions that are routinely passed by the voting public, and cannot be touched by the executive branch. Even Harry Houdini could not get us out of the financial and bureaucratic mess that we have created for ourselves. In order to balance the budget, we will need to drastically raise taxes, which the citizens of California will not allow to happen. This is a very important point in the context of national politics, as it is becoming very apparent that, in the near future, California will need a federal bailout. Many of our states are racing towards bankruptcy, with California as the case subject, and our national government is not anticipating their future bailouts. Already the national government, under this administration, has greatly reduced the funds allocated to relief of the States. While our national deficit soars, we are failing to anticipate these future expenditures.


.) As for political capabilities, as career politicians Bustamante and McClintock are more familiar with our budget and the nuances of our governmental structure. However, Arnold, as Governor, has many advantages. Although a Republican, he is very liberal, as is much of California (even our conservatives here are liberal conservatives). Arnold’s high profile will give this great state, the fifth largest economy in the world (or so the commercials tell me), the visibility and cultural gravity that it deserves. No one expects Arnold to become entrenched in partisan politics or embody the right wing of the Republican Party, but instead to stay, more or less, in the medium of the political spectrum. The fact that Maria Shriver is his wife, would lead me to believe that much of his personal political advise would be coming from democratic leaders, as well/in addition to Republican leadership, providing for a sound base.





.) To vote for Arnold as Governor is very Californian. While I am hesitant to embrace the capitalist and commercial culture that is growing ever more prevalent in our nation’s composition (I have neither refinanced nor bought a cell phone that emails pictures), I do believe local culture is special and essential. California is unique is so many ways, and the fact is, electing Arnold is very Californian. In some respect, leaders of localities should reflect the customs and cultures of their regions- just as I expect the Prime Minister of Great Britain to reflect in some capacity the British, the Chancellor of Germany to reflect in some capacity the Germans, and the Governor of say, Georgia or Montana, to reflect in some capacity the citizens of Georgia or Montana; Arnold is very Californian. Immigrant (so many of us here are), Hollywood, and a man who found fame and fortune in California- think Silicon Valley, the Gold Rush, and telecommunications.


Final Note- In respects to the notion that a No vote is prudent, and that the recall is too expensive and frivolous, that may be correct. However, it is my opinion that it is here now, and the time and money have already been spent. Whether we vote no or yes, the costs have occurred. Therefore, I do not have a problem with ousting a tremendously unpopular public servant. And as for my new choice, I would like to think I’m voting Californian!!!


Thank you very much,


Brian Bent


Coronado, CA





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Junk Food Killing Ourselves with Generosity


Feeling hungry? How about pizza, burgers, French fries and cola, or chicken patties, deep-fried? Are you thirsty? Then how about a milk shake or soda? Perhaps you want something sweet? Candy bars and crisps should do the trick. The truth is we love fast food. We love it even more if its deep fried in fat, full of salt, stacked with sugar and countless numbers not to mention flavored pulp.


There are over 00,000 fast food outlets in the US alone. Fast food, junk food, call it what you like, but its taking over our world. Junk food is fast, convenient, sadly predictable and everywhere. Our nutrition comes in a box, our thirst is quenched in a carton. No matter where we are in the world it seems junk food is there to comfort us. We think we know what were getting and we like it very much.


The only trouble is, junk food just does not feel the same way about us. Nutrition experts tell us that fast food is often high in calories, sodium, fat and cholesterol. Who cares? It tastes good and it smells good. How bad can that be? After all, its all around us, frozen in the supermarket and stacked in vending machines. We see the proof of our addictions, flashed across our TV screens hourly. The key words are Quick and Tasty and wherever we are, its never very far away.





National conglomerates spend millions endorsing games and toys with their drinks and burgers. Surely they wouldnt try and sell us food that is bad for us? These same companies give even more millions to our schools and colleges. Theyre funding our lifestyles and education. All the schools and colleges have to do is ensure we have easy access to that vending machine at all times of the day. All we have to do is to buy and eat and drink the cheap colourful products stacked up inside. Everyday and all day that is exactly what we do.


How wonderful this is on the cusp of the twenty first century. After all our time is in such short supply. We dont have time to cook. Were busy people, freed from the labour of the kitchen. Ping! That microwave meal is ready. The re-cycled packaging is already in the trash. The TV dinner soon consumed, we slump on the couch our only exercise being to switch the remote control.


How many of us realize that our diet and the way we eat and promote fast food is doing us serious damage? The US Department of Health and Human Services estimates that half a million deaths annually are due to cancer, heart disease, strokes and diabetes. They say that these deaths are directly linked to what we are eating. The fact is junk food kills as many Americans as tobacco.


It doesnt seem to matter to us that both tooth decay and obesity are on the rise in teens and adults. According to the Center for disease Control and Prevention more than half of all adults are now overweight or obese. Obesity rates in children and teens have doubled in size since the late 170s. Their problems with heart disease are all in the future. The funny clown wont be around by then. Hell be close to death, his arteries clogged up. His cardiovascular disease will be about to finish him off. This will be as a result of a process that will have started when he was five or six, a process that once begun, is irreversible. His bones will be brittle and weak. His teeth will have fallen out. Still, maybe hell still be able to polish off a milk shake flavored with a spoonful of pulp.


One average burger meal contains, hidden amongst the beef and cereals, additives and flavorings, ten teaspoons of salt. Ten! Trying eating that on its own and see how you feel. Theres enough sugar in a soda, along with the fruit pulp, to fill up your hands. How about that for healthy food? Now pile on the spoonfuls of fat that make up burgers and candy alike. Would you want to feed that to a child? Would you even eat it yourself?


We know that smoking is bad for us, though it was not always thought so. We know that drinking alcohol causes major damage and impairment to our bodies. We dont offer young children and teens these lethal toxic substances. Surely we should at least try and stop them filling up their bodies with unnecessary and harmful food and drink.


Kids love fast food. We treat them to it. Its all around them. Its not bad in moderation or as part of a balanced diet, say the experts. The truth is most of us have no idea what a balanced diet is. Kids love fast food because its all they see. They are being manipulated with advertising and so are we. Researchers at the University of Toronto have discovered that fat rich diets are not only bad for your heart, liver and teeth; they may also impair essential brain functions like concentration and memory. The quick fix buzz we get from eating sugar-drenched candy, is exactly that, a quick fix. Soon after we slump and become lethargic.


We all want to do right by our children and ourselves. Parents find it a continual struggle to encourage healthy eating habits. They are up against fierce competition in this hectic day and age. Pretty soon there will be a generation of parents who will never know what life was like before the advent of burger chains and fast food outlets. Ill health and obesity will be normal. High blood pressure and coronary disease will be rife.


It does not have to be so! Education is the key. We should make it our business to find out what we are eating and what we should be eating. Our schools and colleges have come to rely on the revenue from the peddlers of junk food. Shouldnt we have the right to demand that some of this revenue is put directly into education on nutrition and the availability, even promotion of a balanced diet? Shouldnt we be teaching children about a diet that includes, high fiber and natural energy giving foods. A diet that is low in calories and saturated fats is better for us. Vegetables are a major source of our protein and vitamins. We should be incorporating these into our daily intake. We should not just rely on a small printed list on the side of a carton that we do not even understand. Obesity and disease will not vanish purely as a result of a healthy diet. Exercise should be incorporated too. A healthier diet though, is a major start.


Knowledge is good, but it is not enough. After all whatever we say, if junk food is all that is on offer, what kind of choice is that? The US government does spend money on promoting healthy eating. A mere one million dollars compared to more than a billion dollars spent by one fast food chain alone in promoting its products. Our government needs to initiate campaigns and policies to enable people to eat well and be active. Above all we need to clamp down on the junk food ads. We must try to eat healthier.


You must find out what exactly you are eating. Make it your business to know what is going into your system. You will feel better for it. You will look better for it. Who knows you might even be able to think with a razor sharp mind. Then youd know that in eating junk food you are killing yourself with kindness. Perhaps then youd reach for the ultimate in pre-packed snacks, a banana!


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We are currently in an economic state of transition. The United States has been suffering from an economic recession, and now we are showing some slow positive progress. The Federal Reserve has been utilizing monetary policy to help our economy stabilize and grow. The Federal Reserve has been focusing on inflation and expansion and have been taking measures to help ensure economic stability.


The economy has been rebounding quicker than most of the prognosticators had predicted. Real gross domestic product has increased at an annual rate of -1/4 percent in the second quarter of the year. Real gross domestic product has also flourished at a rate of more than seven percent in the third quarter. The labor market which has been weakening has been showing signs of stabilizing. Almost 00,000 new jobs were created over the July-to-October period. Although the economy seems to be improving additional improvement needs to be made before our countrys labor and capital resources can be fully utilized. Before the most recent employment report, many commentators had portrayed this period as a jobless recovery period. Industrial production has only risen by percent from its cyclical downturn as compared to a 6-1/ percent increase in 10-1 and nearly 0 percent increase on average after the other post-war recessions (Ferguson, 00).


The consumer price index has been affected by changes in food and energy prices. The core measure that has excluded these components has slowed down over the past year. The core CPI is only up 1-1/4 percent from its past level one year ago. The performance indicates that the U.S. economy has obtained effective price stability. The achievement has been obtained by many factors economic slack, quicker productivity growth, steady inflation expectations, and the general publics confidence that the Federal Reserve is dedicated to keeping inflation under control. Current research has revealed that as inflation has decreased over the past two decades the sensitivity of prices to the level of resource utilization has also decreased. Unlike in the past periods, the presence of rising inflation is much less likely to effect the economy as activity improves and the output margin declines. Currently inflation seems more likely to decrease than to increase. Under the current circumstances the central bank has the ability to observe events before it is forced to confront the need to return the position of policy to a neutral position (Ferguson, 00).


Considering the high degree of uncertainty of the economic outlook in the current geopolitical environment, the members of the FOMC firmly believe that the most possible outcome will be that the fundamentals should support a strengthening of economic growth. Business caution is expected to decline over the span of the year to clearly identifiable signs of improving sales. At the present time inventories are lean relative to sales and restocking is expected to provide additional momentum to production in the period ahead. The fast pace of expansion of productivity, the waning effects of previous declines in household wealth, and the highly accommodative position of monetary policy should also continue to increase activity. Even though state and local governments are faced with budgetary problems, their control is likely to counteract only a small part of the stimulus from the past and future fiscal policy actions at the federal level. The strengthening economies of our key trading partners along with the improving competitiveness of U.S. products should be able to generate demand for our exports. In total of all of these factors the federal government has predicted that the country will move to a faster pace of economic expansion while inflationary pressure is expected to remain well contained (Monetary Policy and the Economic Outlook, 00).





Federal Reserve policymakers believe that the most likely outcome for this year will be an increase in the pace of economic expansion. They plan on focusing on economic expansion and maintaining inflation rates. The forces affecting demand this year seem to be on balance contributing to a strengthening of the economic expansion. Currently monetary policy remains extremely accommodative. The federal fiscal policy is and will likely continue to remain stimulative. State and local government spending will most likely continue to be restrained by significant budget challenges. Activity overseas is also expected to improve this year even if it is at a slower pace than in the United States. The increase in growth along with the improving competitiveness of U.S. products should create an increased demand for our exports. Large gains in productivity even though they are unlikely to be as large as in 00 should be able to continue to promote both household and business spending (Monetary Policy and the Economic Outlook, 00).


The Federal Reserve policymakers think that consumer prices will increase less this year than they did during 00, particularly if energy prices help turn around last years sharp rise. Resource utilization should remain adequately relaxed to exert further downward pressure on underlying inflation. The central tendency of the FOMC members projections is for increases in the chain-type price index for personal consumption expenditures (Monetary Policy and the Economic Outlook, 00).


The macroeconomic policies seem to be set for an increase in the pace of economic growth and stable inflation. The growth should be adequate enough to make meaningful progress in reducing the slack in our nations labor and capital resources. The amount of underutilized resources is still large and it may take a significant amount of time to be worked off completely. In the past, our economy has experienced cyclical turns and surprising shocks, and it has proved to be very resilient. It seems that the focus is firmly on stable growth and inflation rates with the hope of utilizing our countries resources and maintaining economic stability.


Resources


Ferguson, Roger. (November 1, 00). Economic outlook. Retrieved November 0, 00, from http//www.federalreserve.gov/boarddocs/speeches/00/00111/default.htm


Monetary Policy and the Economic Outlook. (February 11, 00). Retrieved November 0, 00, from http//www.federalreserve.gov/boarddocs/speeches/00/00110/default.htm





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Japanese anime is a visual art style that has become increasingly popular in western culture over the past five decades. The recent explosion of anime shows has caused concern by American parents over the violence and sexual content that is occasionally exhibited in episodes that are loosely edited. Mainstream anime that is heavily edited has also caused pandemonium, mainly by the anime otaku (fan base) in America who are accustomed to viewing anime in its full and unedited form. Even though it is good that parents are concerned about what their children are viewing, I personally believe that anime should have the same right as any other American program to be shown on television, or at least be sold in stores, as an unedited art form.


The main reason for the debate over anime content stems from the differences between Japanese and American culture. The Japanese are a bit more lenient as far as censorship goes. The Japanese government adopted most of its constitutional basis ironically from the United States after World War II and strongly exercises a right similar to the First Amendment. Much of the content seen in Japanese media has been lightly, if at all, censored. Only recently has the Japanese government attempted to make laws and obscenity codes concerning child pornography and depiction of pubic hair and genitals (Reyes). The American government, however, has had no clear definition of obscenity. In spite of this, any material that contains objectionable material is usually subject to be censored to some degree. Anime is considered to be a serious art form in Japan, and a good percentage of shows and manga (comic books) are of visual artistry. Many Americans who know little about anime view these shows as strictly cartoons for children, and a lot of the time they are treated as such. For example, the anime and manga (comic book) series Sailor Moon, created by Naoko Takeuchi, was originally targeted as a show for teenage girls in Japan. Sometimes the show would contain innocent scenes of nudity, such as the main character taking a bath. When Sailor Moon was brought to the United States, the show was marketed mainly to children. Parents most certainly would not allow children to view nudity of any kind, so the production company of the American version was forced to edit these scenes out, along with other scenes as well. Japanese anime is generally “created for college students and adults, and most of the anime that is for kids is created in a culture where kids are not limited to G-rated programs,” (Jedi Master Thrash’s Anime Page). When an anime series is syndicated to American television, a great bit of the mature content is cut, and as a result, the show is drastically altered.


Japanese anime goes through two types of basic editing before it is shown on American television. The first type of editing is for censorship of the questionable material. Sailor Moon went through many drastic censorship cuts in the first two seasons. The most notable edit that the show’s producers made was the theme of homosexuality. In the first season, the relationship of male villains Zoicite and Malachite was altered, and the producers changed Zoicite’s gender to make the relationship seem more acceptable to American viewers. Another production company picked up the series for seasons three and four, and even though the censoring was not as severe as the other producers, it was still noticeable. Fish Eye, another male homosexual villain in season four, was not as drastically butchered as the previous characters in season one. His character was still basically the same as the original Japanese version, but his comments made about his attraction to other male characters on the show are not heard on the American version. Season five of Sailor Moon has yet to be dubbed because some of the characters on the show change gender in their transformations. I think it is ironic that a country that preaches individuality and non-discrimination would go to such lengths to edit out scenes that educate young children about different lifestyles.


Some production companies also go as far as to edit out or alter scenes concerning Japanese culture. On the show Cardcaptors (Card Captor Sakura in Japan), the main character says she is eating hamburgers but she is clearly eating sushi. Some people might say that “in order for a series to sell and be successful in the United States, the viewers must be able to understand the programs,” and since the main audience is children, “the networks will cater the series to the children’s ability to understand the shows,” (Anime in America). In my opinion, this type of editing is unnecessary and actually confuses young viewers. Anime should be shown so people can “learn about another culture, and experience foreign thoughts, not to change them to match domestic culture,” (Jedi Master Thrash’s Anime Page).





The second type of editing that all anime series go through is arguably the most unnecessary. Typically, an anime shown in Japan takes up the full time it is allotted. However, American shows are usually about 18-4 minutes long on average in a 0-minute time slot. Because of commercial time, the whole Japanese series cannot be shown on American television. As a result, bits of scenes are cut out to fit the time constraints. Some production companies cut entire episodes because they want the series to begin or end on a certain day (preferably on Friday so the audience will be in suspense until the following week). In Dragonball Z, a very popular anime around the world and currently in the United States, the first two Japanese episodes were edited as just one episode on American television. Another anime show Robotech lost an entire season in American television syndication. The problem with this type of editing is that when future episodes flashback or rely on a past episode for the storyline, a lot of American viewers are confused and do not understand what is going on. Anime “isn’t episodic like American cartoons [;] it has a continuous story line, tightly linked, and any loss in that chain disrupts the entire series,” (Jedi Master Thrash’s Anime Page).


Many parents are concerned and upset with the content in Japanese anime. There was even a court case against a production company called Media Blasters in 18 concerning an angry father who claimed he bought a “mislabeled” product because it contained an objectionably obscene trailer of an anime (Reyes). The Comic Book Legal Defense Fund brought another case concerning obscenity charges to court. They claim that on two separate occasions, a copy of the adult manga “Legend of the Overfiend” was sold to an undercover cop and a member of the PTA (Reyes). Even though both of these people were adults over the age of 18, the sitting judge of the case denied the motion to dismiss the case. The truth is most parents are not around during the afternoon hours when anime is shown on television. But some parents that are monitoring what their children are watching seem to be offended particularly more so with Japanese anime than other programs, which contain considerably more violence and sexual situations than anime. It all stems from the fact that older generations of American society are not informed about anime and assume it is meant to be strictly children’s cartoons. Producers have added to this confusion by marketing to children, selling action figures and school supplies that the parents are buying. So the parents ultimately expect a wholesome show that their children can watch without being traumatized and corrupted. Honestly, there are rarely any shows on the air that children want to watch that are free of questionable content. As long as our society remains corrupt, a reflection of that will be shown on the airwaves as long as it receives ratings.


On the other side of the spectrum are the members of the anime otaku, who are completely offended at producers’ attempts to edit shows. The members of the anime otaku have found a common ground for bonding on the Internet and have formed several groups and started petitions against censorship of their favorite shows. Most even threaten to boycott the show if serious changes are not made. These groups know what the original Japanese version of the show looks like because most of them were fans before the recent anime explosion in the United States started. They went through much trouble trying to obtain imported videos and other apparel from Japan. Now that anime apparel is so accessible in the United States, they are angry at the quality of some of the products. Most groups feel that the censorship is “the equivalent of plagiarism,” and claim that producers alter the works to fit “our own culture and needs,” (Jedi Master Thrash’s Anime Page). The anime otaku do have a reason to be angry, but because they can be so harsh with their demands, their pleas often fall upon deaf ears.


There are three types of Japanese anime currently available for purchase in the United States dubbed, uncut, and subtitled. Dubbed anime is usually the cheapest to purchase but contains the least amount of unedited footage. Uncut anime usually indicates that a producer has left in most or all of the scenes of the original, but there is still some editing involved. These are more expensive than dubbed items but not as expensive as subtitles. Subtitles contain the original scenes and dialogue translated into English. These can be costly at times, however, the most costly anime item would most likely be an import. There is also a great difference in content whether you buy a VHS or a DVD. DVDs tend to contain more content, such as both dubbed and subtitled storylines, and have gained a good reputation even from producers who are generally heavy on the editing. Even though the DVDs are expensive, they are a great deal because they essentially contain two videos in one. For the serious anime collector, I recommend either imports or DVDs that preserve the original Japanese content. For mature children that are not quite used to the content or a first time buyer of anime, I recommend the uncut version on VHS. And of course for small children I recommend the dubbed versions of the anime. Even though I don’t really like dubbed versions of anime, they seem to appeal better to American children than other audiences.


The only solution that would satisfy both parents and the anime otaku would be the implementation of a rating system. Currently, most anime movies have mild warnings or do not have a rating at all. Dubbed and some uncut amines made for children should be rated PG so that parents know that there is some questionable content they should be aware of. Subtitles, depending on the original Japanese target audience, should be rated PG-1 for the milder animes and NC-17 for the more controversial types of anime. Hentai, or Japanese anime porn, would mostly likely fit under the NC-17 rating. Wit the implementation of a rating system, there should be more access to subtitles. It is very difficult to find a store that sells subtitles unless it is on the Internet, so to make it easier for the fans that can see mature anime, local video stores should volunteer to sell all types of anime. It is possible that producers could lose some revenue for dubbed anime from this method, but there should be an increase in anime content purchased because the consumer is finally getting what they want.


Japanese anime has certainly come a long way from the days of Speed Racer when the English words never matched the mouth movements. Without a doubt, there is a long journey ahead for anime if it wants to gain the full respect of Americans. Until the people of America can embrace anime as if it were like one of its own shows, profit-driven producers will continue to ruin its legacy and make a mockery out of a widely renowned and respected art form.











Sources


“Anime in America”. http//www.angelfire.com/pa/bonnienjess/jessbox010.html


“Censorship of Anime on Syndicate TV”. http//members.aol.com/thrashwise/anime.htm


Reyes, Luis. “Walking on Eggshells Anime and Censorship”. http//www.akadot.com/article/article-censorship1.html


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Do you like to be taken advantage of? No, well you are, every time you look at an advertisement! We are being bombarded with hundreds of beer advertisements and commercial everyday. Alcohol ads appeal to those sensitive ads better than any other, from sex to just getting away, they take full advantage of their targeted groups needs.


Beer ads are using propaganda techniques and double speak in order to attract customers and sell their products. When you see an interesting ad about beer, you are tempted to try it. Propaganda is often accomplished by distortion of facts in order for people to believe the message advertisers are sending (McClintock 0). And double speak is obscure language that makes it seem to communicate, but really does not (Lutz 6).


Beer advertisements are the best at targeting young peoples needs. Advertisers will go as low as bringing cartoons in to promote their products or as scandalous as half-naked women. Whatever the case may be, beer companies are experts at exploiting the younger crowds of the world needs. The problem is teenagers as well as other people are seeing unbalanced and unrealistic messages about beers.


By seeing advertisements for Miller Genuine Draft and Corona, we can recognize similar propaganda techniques used by both companies. There is substantial number of similarities for these two ads, but there is also a great number of differences. Miller and Corona are two of the best exploiters of younger crowds. Both companies are highly educated in finding and advertising their targeted crowds needs. I found that Miller would try to appeal to more of sexual need then Corona. Whereas Corona advertisement appeals to peace of mind instead.





Both the advertisement for Miller Genuine Draft and Corona use what Author Annie McClintock calls “Glittering Generalities” in their ads. McClintock defines a Glittering Generality as an exciting word that makes no real statement, but sugarcoats the advertised product so that people want to try it ( 0). Can you imagine all those times when it was so hot outside, your feet were sticking to the ground, sweat was dripping of your body, and all you were trying to do was relax by the pool and catch some sun. When a gentlemen with an annoying pick up line comes up and begins to hit on you. And all you want to do is get away. Well the Miller Genuine Draft feels the same way about the situation, and suggests that you should put a cold-filtered bottle between yourself and the man. “Cold-filter what you don’t need. Keep what’s good”.


Corona ad just wants to take you away from your every day life, and offer you something relaxing. Corona ad uses the picture of some exotic place with ocean, palms trees, sandy beach and says “go someplace better”. Targeted groups are being effected, because advertisers are trying to convince them to try the product without thinking very much about the meaning of the glittering generalities.


Secondly, both the advertisement for Miller Genuine Draft and Corona use what author Annie McClintock calls “Card Stacking” in their advertisements. According to McClintock Card Stacking is statement that claims what you want your customers to hear, not the whole truth (05). Both ads are trying to appeal to customers’ senses. They are making you believe that beers are refreshing. Miller advertisement says, “Only cold-filtering gives you taste this pure, this refreshing.” It might be refreshing at the moment that you drink it, but after a few beers you will be drunk and there is nothing refreshing about that.


Corona advertisement is making you think about summer vocations. Corona is also making you believe that beers are refreshing, but they are not telling you about the consequences that come with drinking. Card sticking effects all beer consumers. People say what you don’t know can’t hurt you, but it is just a saying. People get hurt, because they are not beware of the truth.


Thirdly, both the advertisement for Miller and Corona use what author William Lutz calls doublespeak in their advertisements. ”Doublespeak is language that makes the bad seem good, negative appear positive, the unpleasant appear attractive or at least tolerable” (Lutz6). According to Lutz, “when a euphemism is used to mislead or deceive, it become doublespeak“


(7). Both advertisements are using misleading phrases and pictures in order to attract costumers. A Miller advertisement says, “live responsibly”. Does this phrase mean that they are concerned, or they just saying it avoid lawsuits? Most beer companies have one goal in mind and it is to sell beer. Advertisers are not really interested in affects and damages that their product causes. They are also misleading the male costumers with this picture. They are trying to make them think, if you drink Miller you can get the girl. Which is not true, drinking beer will not get you the hot girl.


Corona advertisement is misleading its customers with the picture. You can see Corona bottles at the right bottom of the page. Parking lot full of cars and some paradise place are making you imagine what would it be like to just jump in your car and go some place like this. I have to admit, advertisers did their job, because I fell for their ad. Doublespeak effects many people, because we all fall for images that are not realistic. At least it gives us a chance to imagine how would it be to go somewhere that is far from your chores and worries.


There are probably more differences than similarities between these two advertisements. They have different bottle designs. They also have different taste. Most people drink Corona with lime and salt. Corona is also more expensive than Miller. Corona is imported form Mexico, and is one of their best beers. Miller Genuine Draft is domestic beer, which is produced in Milwaukee.


Miller advertisement is better, because they targeted male population, which consumes more beer than any other group. I believe they choose the particular group and made the advertisement to meet their needs. They take your thoughts from your current life, but they also appeal to your senses. If I had to chose between these two advertisements, I would chose Miller Genuine Draft.


In conclusion, beer advertising is designed to provide information to consumers about particular type or brand of beer. It is a goal of advertiser to appeal to the customer in a manner that will sway him to purchase their product. Advertisers for Miller Genuine Draft and Corona use similar types of propaganda techniques in order to achieve their goal. Beer advertising should promote beer in a responsible manner, targeting toward adults of legal purchasing age, but sometimes they even target younger crowds.





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I. CASE SUMMARY


The year is 170 and the total coffee market has plateaued but the total decaffeinated segment is expected to double over the next 10 years. Furthermore, the decaffeinated coffee segment offers higher margins than the regular coffee segment making the decaffeinated coffee market a tempting target for competition. Given that Maxwell House’s Sanka held % of the decaffeinated market its position would have been reasonably secure except for one major weakness…its poor taste.


These factors prompted Maxwell House to launch Brim, a decaffeinated blend of high-quality beans with taste-oriented positioning. The introduction of Brim is a flank defensive maneuver designed to preempt competitors from entering the decaffeinated coffee market by further segmenting the overall coffee market and by providing a better tasting alternative to Sanka. Furthermore, management believed Sanka’s 4.4% hold of the Instant and Freeze-dried market was about to face a serious threat from a decaffeinated version of Nestle’s Taster’s Choice Freeze-Dried, a decaffeinated product extension of an already successful brand positioned on taste. Finally, with the introduction of Brim, Maxwell House hoped to insulate the division’s decaffeinated position by offering a better tasting alternative to Sanka.


In 174, two short years after its rollout, Brim appeared to have won the race to national expansion over Nestle’s Taster’s Choice Decaffeinated. But within the next year Brim’s growth stagnated while Taster’s Choice Decaffeinated continued to grow and Proctor & Gamble introduced High Point.





Now, two years later and six years after the introduction of Brim, the total coffee market is at a 0-year low, the decaffeinated segment has been stagnant for three years and there have been recent reports that the decaffeination process might cause cancer. It is in this environment that Brim must develop next year’s strategic plan and a five-year plan for its product group, modified coffees.


II. STATEMENT OF THE PROBLEM


Several key internal and external issues play an integral part to the main issue of whether and how to revive Brim. The key internal issues includes Maxwell House Division’s recent designation as a “cash cow minus,” Brim’s negative margin and ROFE and the involvement of several levels of management. Key external issues include a stagnant mature market, increasing competition from new entrants, the growth of substitute products and the decline of Brim’s product life cycle. Faced with a stagnant industry and declining market share Brim’s product team faces two major tasks. First, immediately arrest the decline of Brim’s share in the total market. Brim’s market share has dropped from .6% to .1% in the past two years and its market share is expected to decline to 1.% within the next eighteen months. Second, Maxwell House must decide on a long-term direction for Brim.


III. FINAL DECISION


IV. ANALYSIS


A.) PRODUCT


Background of Coffee


According to legend, coffee was discovered in Ethiopia when goatherds noticed their flocks stayed awake all night after feeding on coffee leaves and berries. By 100, coffee had reached Arabia. Before its use as a beverage 700 years ago, coffee was a food, then a wine, and then a medicine. Coffee moved from Arabia to Turkey during the 1500’s and to Italy in the early 1600’s. Coffeehouses sprang up throughout Europe in the 1600’s and became meeting places for discussion. Coffee came to America in the 1660’s and coffee growing was introduced to Brazil in the 1700’s.


There are three general groups of coffee-Brazils, Milds, and Robustas. Most coffees are named for the region where it is grown or the port from which it is shipped. The active ingredient in coffee is caffeine. Caffeine is a substance that acts as a stimulant on the nervous system. Research has shown that prolonged use of coffee in substantial quantities may lead to certain heart disease and increase the risk of potential heart attacks.


Market


In the mid and late 170’s the overall coffee market was in decline. The coffee market had many characteristics of a mature market. Total coffee volume had plateaued and was beginning to fall; however, the total decaffeinated segment was expected to double by 180. General Foods acquired Sanka, the first decaffeinated brand of coffee in 1. Sanka held a % share of the decaffeinated market, but it was vulnerable because of one major weakness poor taste. Research showed the main reason people were unwilling to switch to decaffeinated coffee was its perceived poor taste, and in particular, Sanka. General Foods felt that to protect their stronghold on the decaffeinated market they had to employ a defense strategy. The chosen strategy was to use innovation to develop a product that operated in the same decaffeinated niche as Sanka but made up for it’s taste shortfall.


Product Defined


According to Kotler, a product is defined as anything that can be offered to satisfy a need or want. Occasionally, other terms are used in place of product such as offering or solution. Decaffeinated coffee was offered as a solution to customers who required the taste of coffee without the ill effects of caffeine.


Brim’s Position


Product Characteristics


Product Life Cycle


Four points must be asserted to say that a product has a life cycle (1) products have a limited life; () product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller; () Profits rise and fall at different stages of the product life cycle, and (4) products require different marketing, financial, marketing, purchasing, and human resource strategies in each stage of their life cycle. A product’s life cycle typically portrays its sales history following a distinct bell shaped curve. This bell shaped curve can further be divide into four stages introduction, growth, maturity, and decline. Branded products can have either a long or short-run product life cycle.


Brim is in the mature-decline stage of its life cycle. The Life-Cycle pattern it most clearly resembles is the Growth-Slump-Maturity pattern.


Competition


During every pioneer’s product life cycle, the product will enter a competitive cycle. In this cycle, competitors will enter and market share leadership and prices will fall. Initially the pioneer is the sole supplier with 100% of the production capacity and sales. This was the case with Sanka in the decaffeinated segment from 1 until the 160’s when the competitive penetration stage began. Brim was introduced with the specific intent of holding off the competitors increasing interest in the decaffeinated market. Nestle introduced its brand of freeze-dried decaffeinated coffee at the same time as Brim was introduced. Taster’s Choice Decaffeinated was a major competitor and Proctor & Gambel’s High Point is already competing with Brim in select markets.


B.) Price


The Boston Consulting Group Model portfolio planning approach designated the Maxwell House Division a cash cow minus. What does it mean? It means Maxwell House should harvest. The objective of harvesting is to increase the SBU (Brim)’s short-term cash flow regardless of long-term effect. General Foods needs to cash in on Brim before it becomes a Dog. Some of the indicators of harvesting are as follows


ɨ Business is in a stable or declining market - The total US coffee market is at a 0 year low, and the decaffeinated market has stagnated for years


ɨ Business has small market share and building it would be too costly or it has a respectable share but defending it is not economically justified


ɨ The business is losing money or produces only modest profits


ɨ Sales decline would not be precipitous if support is reduced


ɨ The firm has better use for freed funds


ɨ The business is not a major component of the firm’s portfolio


ɨ The business contributes little to other entities within the organization in terms of synergies, sale stability, and prestige


Harvest


One of the components of harvest is to reduce cost at a faster rate than any potential drop in sales, resulting in an increase in the company’s positive cash flow. Reducing costs include limiting investments in advertising, new plants and equipment, and R&D.


In addition to trimming product costs, Maxwell House can also consider changing Brim’s price. Questions that Maxwell House should ask include would a price cut attract new users? If so, should the list price be lowered, or should prices be lowered through price specials, volume or early-purchase discounts, freight cost absorption, or easier terms? Or would it be better to raise the price to signal higher quality? Some of the objectives that Maxwell House might consider are as follows


ɨ Survival


ɨ Profit Maximization


ɨ Revenue Maximization


ɨ Sales Growth Maximization � penetration pricing


ɨ Market Skimming Maximization � inelastic demand situations


ɨ Product-Quality Leadership � price/quality relationship


ɨ Other Pricing Objectives � e.g., cost recovery, social pricing


Strategic Pricing Alternatives


After Maxwell House has decided on a pricing objective, it will then decide on whether to increase or reduce the price of Brim. The following lists the eight strategic alternatives


STRATEGIC OPTIONS CONSEQUENCES


Maintain price and perceived quality Smaller market share


Lowered profitability


Raise price and perceived quality Smaller market share


Maintained profitability


Maintain price and raise perceived quality Smaller market share


Short-term decline in profitability


Long-term increase in profitability


Cut price partly and raise perceived quality Maintained market share


Short-term decline in profitability


Long-term maintained profitability


Cut price fully and maintain perceived quality Maintained market share


Short-term decline in profitability


Cut price fully and reduce perceived quality Maintained market share


Maintained margin


Reduced long-term profitability


Maintain price and reduce perceived quality Smaller market share


Maintained margin


Reduced long-term profitability


Introduce an economy model Some cannibalization but higher total volume


Any price change can affect customers, competitors, distributors, and suppliers and may provoke government reaction as well. Customers’ often question the motivation behind price changes. A price cut can be interpreted in the following ways


ɨ The item is about to be replaced by a new model


ɨ The item is faulty and is not selling well


ɨ The item is in financial trouble and may not stay in business to supply future parts


ɨ The price will be reduced even more; it pays to wait


ɨ The quality has been reduced


A price increase, which would normally deter sales, may carry some positive meanings to customers The item is “hot” and might be unobtainable unless it is bought soon, or the item represents an unusually good value.


Customers are more price-sensitive to expensive products and/or are products they buy frequently, while they hardly notice higher prices on low-cost items they buy infrequently. Coffee is generally a weekly purchase. In addition, some buyers are less concerned with the product’s price than they are with the total costs of obtaining, operating, and servicing the product over its lifetime. A seller can charge more than competitors and still get the business if the customer can be convinced that the product’s total lifetime costs are lower.


When contemplating a price change, Brim also has to worry about their competitors’ reactions as well as the customers’ reactions. Competitors are most likely to react where the number of firms in the industry is small, the product is homogeneous, and the buyers are highly informed. The decaffeinated coffee market is of such a nature. The challenge is to read the competitors’ mind by using inside and outside sources of information. Because there are several competitors such as P&G’s High Point and Nestle’s Tester’s Choice, Brim must estimate each of the competitor’s likely reaction.


C.) Brim-Advertising & Promotion


Promotion Objectives


Kotler’s three promotional objectives are to inform, persuade, or remind. Brim’s advertising shifted from informing (“The first strong coffee without caffeine”) to reminding (taste enjoyment). The message kept changing, from a rational appeal (caffeine concerns) to emotional appeal (husband reward), creating confusion for consumers. Further, Brim’s level of advertising spending shrunk during the 170’s and during several periods was cut altogether, showing a lack of commitment from parent company Maxwell House. When a product is introduced, it should receive high levels of spending to develop brand loyalty. Brim received an initial influx of advertising dollars, then, nothing. As a result, consumers never developed a clear perception or loyalty to Brim.


Target Market


In the 170’s, the coffee buyer was predominantly the woman of the household and Brim’s advertising should have been directed at her. However, from 17-178, Brim only advertised once in Good Housekeeping, arguably the most popular women’s magazine published. Obviously Brim was not always reaching its target market. The informative/reminder ads were not strong enough to convince consumers to buy Brim. A persuasive approach may have been more effective.


Industry Advertising Spending Levels


Brim and Sanka combined spent more in advertising than Tasters Choice Regular and Decaffeinated and Nescafe and Nescafe Decaffeinated but as their declining market share illustrates, their message was not effective. Sanka’s advertising levels increased at the expense of Brim. Taster’s Choice, even though its spending was less, could receive more impact for its advertising dollar because both brands could be advertised together since the brand names were the same and the packaging was similar. Taster’s Choice Decaffeinated was borrowing a “known” name, Taster’s Choice, so the name recognition was quicker than for a new to the world product such as Brim. Nestle and Proctor and Gamble could succeed because of the synergies each enjoyed, particularly in sales, distribution and marketing.


Product Life Cycle


Brim is in the mature stage of its product life cycle. During the mature stage, sales promotion becomes the most important promotional tool, followed by advertising, then personal selling. Advertising builds brand loyalty and creates a reason for consumers to buy the product. Promotion offers an incentive to buy, and weakens brand loyalty. In the 170’s, coffee was purchased weekly, so advertising was crucial. Promotions will cause some consumers to shift brands, but generally, this type of consumer will buy whatever brand is offering the best deal. The loyal brand buyers will not usually switch brands because of a promotion. Developing loyal customers may be accomplished through consistency in the message, medium of advertising and levels of spending.


Trade Promotion


Sixty percent of Brim’s sales volume was on deal. Brim should decrease this incentive to cut costs. However, wholesalers and retailers have grow accustomed to receiving these incentives and they could stop buying Brim, especially since there are many other competitors to buy from. Brim should gradually decrease the amount sold on deal and instead offer less expensive quarterly trade promotions. High Point was effective with its distribution even though High Point used a low percentage of pull promotions.


Current Advertising Dilemmas


Alan Laker and his staff are faced with several advertising concerns. First, should Brim reintroduce national advertising, second, how much should they spend, and third, what message would be the most effective.


5 M’s of an Integrated Marketing Program


Brim’s management team should consider the 5 M’s before embarking on an advertising strategy mission, money, message, media and measurement.


Mission


Since Brim is in the mature stage of its life cycle, the company should not increase spending on advertising or promotion. Brim’s goal should be to keep its sales from declining too quickly, maintain its market share, limit its costs and generate as much revenue as possible to recoup its investment. Kotler discusses five factors to consider when setting an advertising budget the product’s stage in its life cycle, its market share, competition and clutter, advertising frequency, and product substitutability. Brim has a declining market share, faces competitors with deeper pockets and better advertising messages, has advertised inconsistently, and decaffeinated coffee has many substitutes. Brim should adopt a strategy of guerilla attacks on its competition instead of launching a full-scale national advertising campaign. Brim would keep its costs to a minimum and yet be able to pick strategic markets.


Setting a Promotion Budget


Of Kotler’s four methods of setting a promotion budget, the affordable method or the objective and task method may help Brim generate as much cash as possible before it is discontinued. Brim would either spend what it could afford or spend a set amount to achieve certain objectives. Since Brim is now a market follower, the percent of sales method would cost too much and the competitive parity method is not feasible because Brim’s competition is willing to spend more on advertising and has deeper pockets. Brim should spend….


Brim’s Message


Brim should choose a message of….but then keep the advertising message the same over a period of time. Brim’s packaging should remain the same. A change in packaging would confuse consumers, reduce credibility and changing the packaging is an expense Brim could avoid.


Brim’s niche is the premium tasting decaffeinated coffee market. Brim should consider distributing sample packets of its coffee to target markets, such as an insert in the Sunday newspaper. Consumers drink coffee, especially in the morning while reading the paper.


Brim should hire a new ad agency with fresh ideas because its advertising using Benton & Bowles has not improved. When High Point was being test marketed, it used the same advertising, packaging and media plan in each test market, creating a consistent approach.


Media


Brim should advertise in mediums where they can reach their target market. A combination of print advertising (ladies magazines such as Good Housekeeping and Ladies Home Journal), prime time and daytime (soap operas).


Measurement


V. RECOMMENDATIONS


The Maxwell House division of General Foods has three strategic choices for Brim coffee in fiscal year 17. The first choice is to do nothing. This strategy will allow natural market forces to determine the fate of Brim under its previously assigned brand role. Which is? The second alternative for the Maxwell House division is to engage in a hold strategy. This strategy aims to maintain Brim’s market share through its desired role. The third option is to engage in a complete retrenchment strategy in an effort to pull Brim off the shelf.


Do Nothing


Prior to17, Brim’s advertising strategies were ineffective in communicating and emphasizing its taste benefits and other attributes. At the forefront of this problem was a continuous shift in advertising strategies from year to year. This lack of continuity eventually forced the Maxwell House division to cut its advertising and promotional expenditures for Brim. For the “do nothing” strategy, minimal advertising and promotion means cost effective management for a product that is rapidly losing market share. Another benefit is that resources once allocated to Brim could be used for other brands.


The “do nothing” strategy is at the mercy of the market. Brim could make a fantastic turnaround, linger on like slow death, or quickly reach a point where carrying the product is no longer feasible. It is this uncertainty that is least appealing. Even with Brim’s brand role of market segmentation and as a compliment to Sanka, the marketing mix could not effectively be implemented under this scenario.


Hold


The hold and protect strategy merits some consideration from the standpoint of maintaining whatever market share is left for Brim. Typically, a hold strategy is appropriate for a product that is yielding substantial positive cash flows. Brim has a negative cash flow, but its desired role for fiscal year 17 will play a key role in creating enough momentum to maintain market share for the short run. The desired role for Brim is to “present the broadest decaffeinated appeal to caffeine-concerned coffee drinkers by complimenting Sanka’s health emphasis with a taste-emphasis positioning.” One benefit of attempting to maintain market share is that it can buy additional time for valuable market research for long term strategic planning. In addition, a hold strategy can force Brim to evaluate its current strategies by refocusing or refining its desired segmentation role.


Harvest


The third alternative strategy is harvest. Harvesting involves a decision to eventually withdraw from a business by implementing a program of continuous cost retrenchment. The elimination of research and development expenditures, advertising and other budgetary elements are characteristics of a harvesting strategy taking place. Generally, this strategy is appropriate for SBU’s or businesses that have lost market dominance and are experiencing poor or negative cash flows. One of the main objectives of a harvest strategy is to slash costs at a rate faster than any potential drop in sales. One disadvantage to harvesting Brim is competitors would have the opportunity to absorb Brims .1% share of the total coffee market.


VI. TEAM RECOMMENDATION


The Maxwell House division should harvest Brim for several key reasons. First, Maxwell House had already been practicing a retrenchment strategy when it decided to cut advertising expenditures for six months in 176. In 177, a similar action was taken. Market growth stagnation and a confusing advertising campaign were two primary reasons for this cut in advertising. By 178, advertising was almost at zero. In summary, the outlook for market growth is stagnant and advertising dollars have been drastically cut for the past three years. Brim’s future is weak and a harvest strategy should be accelerated.


Brim and the Boston Consulting Group Model


Where does Brim get plotted in the BCG model? Maxwell House division, not Brim, is a “cash cow minus;” however, Brim possesses all the characteristics of a “dog.” Brim is not expected to turnaround its poor market growth rate, and it has little or no chance to make a profit. In the BCG model, it is suggested that “dogs” be phased down or withdraw.


Mature Marketing Strategies for Brim


Brim is a product that can benefit from strategies developed for use with mature products. We have already concluded that Brim is a weak product from a market share perspective. Management has cut its advertising and its future appears dim. The objective of mature marketing strategies is to try and revive a product’s use and benefit to consumers. A hold strategy is recommended for Brim, and if this strategy is adopted, the following mature marketing initiatives could aid in this effort.


To revive Brim, the Maxwell House division should first attempt to boost sales volume. This can be accomplished in three ways. The first is to attract new nonusers to Brim. The Maxwell House division should explore new packaging, product improvements, wider segmentation strategies or increased promotional initiatives to demonstrate the benefits inherent in Brim. However, the cost involved with this may be prohibitive. Another method of expanding the number of brand users is to enter new markets. For example, Brim could find ways to introduce its benefits to hot cocoa or tea drinkers. A third way of increasing sales volume is to win competitors’ customers. In the Brim case, the key is to bait consumers of Taster’s Choice, Nescafe or High Point to adopt Brim.


Increased usage of a brand is another strategy of expanding volume. Marketers can extol the virtues of Brim as a beverage that can be drunk at any time during the day or night. They may attempt to get users to drink more than one cup per occasion. Here, Brim could experiment with ways to get users to brew ten to twelve cup servings rather than one individual serving per occasion. As an accompaniment to food, Brim can be marketed as a dessert coffee

















Despite equal preferences in blind product tests High Point’s packaging and trademark had significant consumer appeal and their advertising copy contained strong tats credentials.


Strategic plan


Plus a five-year plan


Main issue whether and how to attempt to revive brim


Brim’s role was open to debate�Brim’s role had been to support Sanka


Two major tasks


Arrest immediately the decline in Brim’s share of the total market


Decide on a long-term direction for Brim Shrink,


Hold or


Expand?


By How Much?


Brim Sanka RAU


Present statistics Present Statistics Target Statistics


ROFE (1.0)% ROFE ROFE 5-40%


Margins (6.8)% Margins Margins 1-14%


CAN WE BACK INTO THESE TARGET GOALS


Cash cow minus


Competitive nature of the industry�Did I do okay do you have anything to add?


Organization of the Company�recent high turnover�need to include somewhere


Characteristics of a mature market specifically a declining mature market





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“Animal Farm”


George Orwell’s “Animal Farm” is a masterpiece of a book. It was carefully written to appeal to an audience of such a vast majority. It can be a most complex comparison with the 117 Russian Revolution or just a simple fable story of how animals became aggravated with the way they were treated.


Old Major was a prized-boar that belonged to Farmer Jones. The fact that Old Major is himself a boar was to signify that radical change and revolution are, themselves, boring in the eyes of the proletariat (represented by the other barnyard animals), who are more prone to worrying about work and survival in their everyday life. Old Major gave many speeches to the farm animals about hope and the future. He is the main animal who got the rebellion started even though he died before it actually began. Old Major’s role compares to Lenin and Marx whose ideas were to lead to the communist revolution. Animal Farm is a criticism of Karl Marx, as well as a novel perpetuating his convictions of democratic Socialism.


Lenin became leader and teacher of the working class in Russia, and their determination to struggle against capitalism. Like Old Major, Lenin and Marx wrote essays and gave speeches to the poor working class. The working class in Russia, as compared with the barnyard animals in Animal Farm, were a laboring class of people that received low wages for their work. Like the animals in the farm yard, the people in Russia thought there would be no oppression in a new society because the working class people (or animals) would own all the riches and hold all the power.





Another character represented in the book is Farmer Jones. He represents the symbol of the Czar Nicholas in Russia who treated his people like Farmer Jones treated his animals. The animal rebellion on the farm was started because Farmer Jones was a drunk who never took care of the animals and who came home one night, left the gate open and the animals rebelled. Czar Nicholas was a very weak man who treated his people similar to how Farmer Jones treated his animals. The Czar made his working class people very mad with the way he wielded his authority and preached all the time, and the people suffered and finally demanded reform by rebelling. The Czar said, “The law will henceforward be respected and obeyed not only by the nation but also the authority that rules it - and that the law would stand above the changing views of the individual instruments of the supreme power.”


The animal Napoleon can be compared as a character representing Stalin in Russia. Both were very mean looking, didn’t talk very much but always got what they wanted through force. In one part of the book Napoleon charged the dogs on Snowball, another animal. Stalin became the Soviet Leader after the death of Lenin. He was underestimated by his opponents who always became his victims, and he had one of the most ruthless, regimes in history. In was not till very many years later that the world found out about the many deaths that Stalin created in Russia during the Revolution. For almost 50 years the world thought that the Nazis had done the killing in Russia, when in fact it was Stalin.





The last characters that are symbolic of each other are the animal Snowball with the Russian leader Trotsky. Snowball was very enthusiastic and was a leader who organised the defense of the farm. He gave speeches and instructions but was not very beneficial. All the other animals liked him, but he was outsmarted by Napoleon. Trotsky and Stalin’s relationship was very much like Snowball and Napoleon’s. Trotsky organised the Red Army and gave speeches and everyone in Russia thought he would win power over Stalin. After Lenin’s death Trotsky lost


all his power to Stalin and was expelled from the communist party. He was at one time considered the second most powerful man in Russia.


Besides characters there are many items that can be compared as symbols in the book and in Russia. The whip that Napoleon used in the farmyard to wield power can be compared to the power that Stalin used on the Russians. Napoleon carried a whip in his trotter. Stalin used his power to starve the Russian people and to have Lenin arrested. Stalin’s main goal was to maximise his personal power. Stalin ‘whipped’ his people into shape by collectivising agriculture, by police terror, and by destroying remnants of individual prosperity. He also led the Soviet Union into the nuclear age.


Propaganda is another item that was used in the Russian revolution. It can be compared to Squealer in Animal Farm. Squealer brainwashed (a form of propaganda) the barnyard animals into believing that they did not like apples and milk, while he and Napoleon were stealing the food for themselves. In Russia, the Bolsheviks carried out propaganda on the people by passing out leaflets and putting stories in the newspapers that were not true. They told workers, soldiers, and peasants not to trust their own hands and to take away land from the landowners.


Another item that is similar in both Animal Farm and Russia are the dogs and the secret police. Napoleon trained his dogs when they were puppies to guard him and to obey his every command. They chased Snowball away. Stalin trained his secret police to do his bidding whenever he issued an order. Stalin had his secret police kill between 60,000 to 70,000 people. These police were called the Checka and the graves filled with bodies stacked upon each other with bullets in each skull were found many years later.


Another symbolism that exists in the book and in Russia is a similarity to events that took place. The windmill that is present in Animal Farm can be compared with the growth of industry in Russia or the Industrial Revolution. Snowball first introduced the windmill concept to the farm but Napoleon disagreed with him and had the dogs chase him away. Napoleon then presented the windmill as a good idea and the animals were presented with hope that things would get better on the farm. When it blew down, Napoleon blamed it on Snowball. Napoleon thought that if he could keep the barnyard animals busy all the time replacing the windmill that they would not realise how bad their living conditions were, and he could blame the destruction all the time on Snowball. The windmill is the only thing that was holding the animals together as a unit. In Russia the growth of factory and industry was very depressing but depended on the obligatory labor of serfs. Russia hoped that by keeping the serfs working all the time and promising them a better world that they would not realise how bad their living conditions were. The Industrialists were pressing their own constitutional demands. None of the social classes were fighting each other because there were no classes left. What Russia got working was to make the people think that the prospect of loss of potential improvements in conditions of life of the here and now, could only be attained by stimulating labor to unprecedented efforts.





The last event that was similar in the book and in Russia was the animal rebellion on the farm and the Russian Revolution of 117. Farmer Jones was drunk a lot and would forget to feed the animals on the farm. The withholding of this food is what finally forced the animals on the farm to rebel against Farmer Jones. In Russia, there were many food shortages which caused the people to demonstrate and then the Russian soldiers refused to suppress them and the leaders demanded that Nicholas transfer his power to parliamentary government because everything was getting out of control. Soviet workers and soldiers formed a special committee and established a government. The same day the emperor abdicated. This actually backfired in Russia and the war continued and the people still starved.


Many lessons can be learned by reading Animal Farm that can help countries and governments around the world from making mistakes in wielding their power against their people. If a population is suppressed and not allowed to accumulate things for themselves then an overthrow of the government that is suppressing them will be the result.


As is probable, the novel was writted for the purpose of helping others understand the 117 Russian Revolution. However, “Animal Farm” can just be another fable story, appealing to millions; allowing the comprehension of how the mistreatment of animals can cause disruption and chaos, and how power can corrupt the mind of the beholder (Napoleon).


Please note that this sample paper on Animal Farm is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Animal Farm, we are here to assist you. Your cheap custom college paper on Animal Farm will be written from scratch, so you do not have to worry about its originality.

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