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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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Oh when the saints come marching in. What tis anything but this phrase means? Who are the saints exactly? Why are they marching? Everyday and everywhere people sing this song, but are they really saying? They love saints and they want to see them them march. The best way to sing this so with the accompany of the trumpet. The trumpet is a brass insturment made for going toot, toot with. A little boy off in the distance plays this song. All of the sudden, saints come marching in and his whole world changes! Oh no! Oh my!


Another way of looking at why the saints like to march is by looking at their costumes and if they are fitted enough. When thinking about the saints marching, the image of the saint parade comes to mind. What is better, listening to dumb saints babble smart things or smart saints babble about dumb things. The second choice is prefered by many because you should never trust a dumb saint, escpecially one such as this one. You talk, I talk, we all talk. Is that two arm fifty greasy words park minimum sneeze over shoesale yet? Legos I blank guess smelly not.


After marching with the saints and having the saints march with us, it is completely normal to go to sleep. What you do now, is read the last two sentences. Only this time read only every other word starting with Is. I am so smart. Smarter than those saints. Has anyone else tried that. Im a moocher! Sorry! when the saints go marching in song





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Do you use Playboy or Playgirl magazine to actually read? Probably not! You look at it for private personal reasons. Should woman be glorified by showing their naked bodies? I don’t think so. Woman showing their nude bodies and moaning during sex on a pornographic film are not glorifying themselves. The following reasons are why I believe porno is not an art. First, kids should have nothing to do with it. Second, it definitely degrades women and finally it promotes an unhealthy environment for people by using violence. Now that you know what I will be talking about lets move on to the first issue.


Porno and children do not mix very well. Since Pornographic pictures were first thought of, mothers have been trying to stop kids from watching or looking at them. For example, Steve Chapman said, “ Teenage males who watch porn and masterbate tend to have sex earlier than they are supposed to and tend to be more violent toward woman.” Many people believe that porn has a bad influence on kids because they think it is ok to have sex casually. Also, after a kids watch porn, they will call their girlfriends up and tell them to come over and they will try to act it out. They will try out the different positions, and we all know that a kid can get hurt doing that, those aren’t the easiest positions. Another problem with kids and porn is “kiddie porn” which is kids actually in the porn. Some parents put their kids in porn which is awful to do. These parents would be called pedafiles. Most of the kids in kiddie porn are runaways trying to make easy money.


The second reason I think porn is not a form of art is it degrades woman. Women in porn are known to be sluts. It’s the same with men but we don’t see it that way because we have a double standard, it ok for men but not for women. First of all, most of the girls in porn just look like sluts, they should set a good example and be a role model. If they have a young daughter, would they want their daughter follow in there footsteps or a businesswomen’s footsteps. The viewers, producers, photograpghers and pretty much anyone don’t respect the female porn actors. For example, the porn star from the movie DEEP THROAT �linda marchiano said that her producer Mr. Trainor would treat her like crap. Wouldn’t pay her but would pay the male actor. She was pretty much a sex slave. Some women are forced to be in porn like Mrs Marchiano, all women should be equal to men.


Finally, the main reason I think porn is not an art is all the violence in it. Anything with violence should not be considered an art. Most anti porn activist agree that the best and most affective argument against porn is that there is evidence that porn and violence are linked. Whipping, beatings, rapes and snuff films are all violence in pornos. Some people believe that porno contributed to Ted Bundy’s killings. Bundy said “ I take full responsibility for whatever I’ve done. The ? and the issue is how this kind of pornographic literature contributed and helped my kind of violent behavior.” When people see porn for the first time, it seems shocking and disgusting at first. But after watching it several times it becomes to the viewer a common place and the pain or humiliation of another person becomes unimportant. Also after viewing porn for the first time, the viewers want to see it be more brutalizing and hardcore after a while.





In conclusion, I have explained why I think that porn Is not an art. It degrades women, should have nothing to do with women and the violence makes it a unhealthy enviroment for everyone. If the number one group against any type of pornographic material is the pope, then u know that it is wrong.





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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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Critical Opinion of The Eve Of St.Agnes by John Keats Louise Acker, 1AY


Keats was born in the time of the Romantics, and as such his inspiration originated from such long-forgotten myths as King Arthur and Robin Hood. Keats also celebrated the gothic, the imaginative and the strange; inspired by Medievalism itself. This celebration can be seen very clearly in The Eve of St. Agnes, which plays with ideas of Romantic and courtly love, myths and Arthurian tales, as Keats sets up his (some would say somewhat unoriginal) chivalric narrative.


For his subject Keats chose the Eve of St. Agnes, which is still celebrated today. On the twentieth of January, the pure ‘Brides of St. Agnes’ will fall asleep before midnight and hope to wake in the morning beside the love of their life. Some critics would say that Keats is using excessive language and metaphors without purpose to mock this legend, however I believe that to come up with such emotive and powerful descriptions as


‘And still she slept an azure-lidded sleep,





In blanched linen, smooth, and lavendar’d’,


and such expressive imagery as


‘A cloth of woven crimson, gold, and jet’,


Keats must have believed in his cause.


The mood of the poem changes throughout, progressing and moving with the current theme and plotline. I think this is necessary to keep a momentum going as, basically, the poem would otherwise seem to crawl into nothing.


In the first stanza all the reader’s senses are aroused ‘bitter chill’ and ‘numb’ for touch, ‘silent’ for hearing, ‘sweet’ and ‘frosted breath’ for taste, ‘pious incense’ for smell and ‘Virgin’s picture’ appeals to the sight. By overloading the reader with these stimuli, Keats creates a sensuous and deep feel to the poem even within the first stanza. The tone is religious and negative, emphasised by the slow pace of the verse and the unhappy language


‘chill’, ‘a-cold’, ‘frozen grass’, ‘limp’d’ (also an inference to death, showing that Keats’s distraction of mortality cannot be held back for long). The language is archaic (‘was a-cold’) and Keats had used a punchy pause and exclamation mark in the first line to emphasise the extent of the cold and the importance of the date


‘St. Agnes’ Eve � Ah, bitter chill it was!’


Sibilance is also used here to create a soft, quiet and negative atmosphere, with words like ‘silent’, ‘grass’, ‘pious incense’ and ‘censer’. In a way this prepares the reader for what is to come and negates the expectation that this poem ends happily. The title and the references to religion such as ‘pious’, ‘rosary’, ‘beadsman’, ‘holy’ and ‘incense’ introduce us to what feels like the religion of love, which will unfold later between the young lovers. By comparing their attachment to a religion Keats seems to be doing a number of things it is as though love is a never-ending cycle, and that, whether good or bad, its ending is inevitable; that love is about faith; that love is a tradition and a myth, a perfect place such as Heaven, but somewhere unreachable and transcendent. It suggest further that rituals are involved (the fruit on the table and her actions later on in preparation), that this is a necessary thing, and that you can cling to love, like a religion. Keats also appears to criticise religion as it is through following the religion of love that Madeline finds disappointment, heartache and ruin.


The next stanza continues the downbeat steps of the old Beadsman, again using sibilance to emphasise slowness, and talking about a crypt like he is in Hell and cannot escape, that the rails are ‘purgatorial’. It also mentions the statues and that he is praying ‘in dumb orat’ries’ to people that will never hear him. This presents the man’s life as pointless, like he no longer has purpose and cannot help his fate. Such a depressing idea is reflective of Keats’s obsession with his own death.


In the third stanza there is a sudden change of atmosphere; the poem becomes lively and colourful, full of energy, with bright language like ‘Music’s golden tongue’, ‘scarce three steps’ and the use of ‘rung’ and ‘sung’ instead of the present tense, which would have much less of an impact. This mood brings hope that is soon dashed with the lines


‘Another way he went, and soon among


Rough ashes sat he for his soul’s reprieve.’


This again reflects the main theme of the poem that life, hope and dreams are short-lived and that in the end death will prevail.


Further on in the poem we see the arrival of youth


‘At length burst in the argent revelry,


With plume, tiara and all rich array’.


These descriptive lines contrast the earlier image of the slow and weak old man with ideas of beauty, youth and richness. The excitement of this builds up throughout the poem; Keats uses manipulation of language such as ‘honey’d middle of the night’, ‘couch’ as a verb and ‘adorings’ as a noun, twisting the rules of English to create more of an effect and bring attention to the sensuality and sexuality of the poem.


‘The Eve of St. Agnes’ is indeed highly charged with erotic undertones such as ‘honey’d’,


‘Anxious her lips’and ‘her breath quick and short’. Tension within this sexuality is built up with phrases like


‘So, purposing each moment to retire,


She linger’d still.’,


‘The lover’s endless minutes slowly pass’d’,


‘She clos’d the door, she panted all akin’.


The other way tension is achieved is that from the tenth stanza through to the nineteenth, Keats concentrates on the actions of the old dame and Porphyro, creating an intensely electric air and allowing the reader to truly feel his frustration. Added to this build-up is Porphyro’s heroic crossing of the rough grounds ‘across the moors’, arriving in true romance and more strongly in love with Madeline than ever


‘with heart on fire’.


This means that Porphyro’s final meeting with his lady is all the more important, and that her undressing becomes all the more painful and sexually charged.


The moments when Madeline removes her clothes slowly and with care are a key point in the poem in my opinion. For me, Keats’s writing here is intense; the words are delicate and beautifully placed, the extent of Porphyro’s admiration is utterly complete, the lady is innocent and pure, the entire scene is exploding with sexual tension on his part and yet he will make no move


‘silken, hushed and chaste’,


‘And threw warm gules on Madeline’s fair breast’,


‘Rose-bloom fell on her hands’,


‘She seem’d a splendid angel, newly drest’.


Also there is the description of the window overlooking


‘blushing with blood of queens and kings’.


These are beautiful examples of Keats’s passionate writing and careful eroticism, and make up the perfect conditions for this engagement of the couple in courtly love.


Porphyro then sets up a table and fills it with exotic fruits for Madeline. These act as a symbol of their mutual ripeness, fertility and sensuality, and are also reminiscent of a religious feast such as The Last Supper in Christianity. This seems to suggest that their ‘religion of love’ will soon come to an end, and that this is their last feast whilst still virgins. It adds to a number of hints from Keats that sex will end your life.


Their have been many different opinions as to where exactly in the poem the actual sexual act takes place; Keats wanted to change a stanza to make the consummation more clear, but his publishers preferred the more subtle approach. In the poem now, the scene becomes that of the window instead of them directly, discretely covering up the act to retain the romance of the poem as well as contrasting the harsh outside world of reality with their safe dream world.


However I believe that the actual act is somehow unimportant; it is the inevitability of the consummation that seams to matter, and her reaction to his presence. She wakes and is deeply disappointed; her dreams have been dashed because he is not what she has hoped for


‘At which fair Madeline began to weep,


And moan forth witless words with many a sigh’.


The atmosphere is so negative here, heavy and relentless, with depressing words and long, quiet sounds such as ‘sigh’, ‘eye’ and references to entrapment as well as the mutability of beauty and youth with words like ‘keep’ and ‘joined’.


Suddenly the two become unreal, the speed slows down, the tone is woeful and the sibilance becomes somehow pessimistic (‘witless words’), when contrasted with the harsher, more stark and metallic consonants such as ‘pallid, chill and drear!’, ‘dark’ and ‘iced gusts’. Keats also mentions a ‘chain-droop’d lamp’ and ‘horsemen, hawk and hound’ to insinuate that they are being hunted by time. However they are not constrained by reality in the end, they are ‘phantoms’, all part of one Beadsman’s gloomy dreams


‘And they are gone’.


The last rhyming couplet sums up the hopelessness and predestination of the lovers, hitting the reader hard to hammer home the message


‘The Beadsman...told,


For aye…his ashes cold.’


The Beadsman’s death is cold and self-denying, which contrasts with the warmth of the poem to be found in its middle parts and creates a picture of doom. It seems that the only way to escape this doom is to live in a dream such as Madeline’s and to experience perfection through fantasy.


I have read some criticisms that Keats wrote this poem ‘to experiment with a specific rhyme-scheme’. It is true that the poem is structured very carefully in Spenserian stanzas (consisting of nine lines, using an ABABBCBCC rhyme-scheme). In my opinion Keats has used this strict formation as a sort of outer coating to his poem, to contain his expressive, colourful words; without such a structure the emotion could burst out of control.





There are many words and phrases in this poem that even I, in my small knowledge of Shakespeare, can recognise from that famous playwright the repeated suggestions of fairies, charms and spells such as ‘pale enchantment held her sleepy-eyed’, ‘moonshine’, ‘seraph’ and ‘charm’; the inferences of ‘Romeo and Juliet’ in that there is a young and handsome boy who engages in courtly love with the girl of his dreams, in that her family obviously dislike him


‘All eyes by muffled, or a hundred swords


Will storm his heart’, and


‘…not one breast affords


Him any mercy, in that mansion foul’,


and even in the small detail of the dame, who, just as the nurse in ‘Romeo and Juliet’, is the only woman who will tolerate him. This sort of unmistakable plagiarism seems to send columnists diving for their keyboards, although Shakespeare himself did borrow from those before him and, in any case, Keats has never kept to Shakespeare’s words but has twisted the tale; in Keats’s poem the lady is disappointed with her lover


‘How chang’d thou art! how pallid, cold and drear!’.


I have read opinions saying that this variation may have been a deliberate cover-up of Keats’s ‘eclectic borrowing’ of Shakespeare’s story; to me this opinion is too shallow and superficial for Keats. I believe the poet has used the change to emphasise that nothing can be everlasting, that everything, even the greatest literary works and the best romances, is mutable. Keats was obsessed by his own mortality from an early age and wanted to write a poem so amazing that it would defy death for him. I think that in recalling themes from Shakespeare, King Arthur and so on Keats is allowing those great myths and writers of the past a chance at morality, as if hoping that some day his work will too be re-iterated at least, if not treasured.


In ‘John Keats � A Beginner’s Guide’, David Edwards writes


‘…his best poetry explores the fine lines between dream and reality, the ideal and the actual, tempering an aptly adolescent intensity with a cool distanced self-awareness’.


This completely describes how I look at the story of ‘The Eve Of St. Agnes’ and is, in my opinion, an extremely tight and insightful comment on the poet. In this poem the adolescents are the young Porphyro and his Madeline. When describing Madeline, Keats uses exquisite language full of fruitfulness, beauty and richness, and Porphyro always comes over as gallant and romantic. This is fitting for the poem, neatly obeying the criteria of courtly love.


Although I feel drawn to the dreamy romanticism in ‘The Eve Of St. Agnes’, when I look at


the poem overall I see it as a pessimistic view on life, based around the idea of fate that you cannot affect, dreams that you cannot keep and ideals that are no longer valid; it is a poem that reaffirms the mutability of life, for me. However the language is deeply sensuous, the atmosphere is intoxicating and the poem in itself is generally pleasing, until broken down into its hard message and echo of mortality.





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kjdfkjlkjThe explosive situation with the car allows us two specific insights into the text. One, it again highlights the emphasis of the British culture on figure heads and symbols. No one is sure which great figure resides within the important looking car, but each onlooker feels touched by magic, as Clarissa notes. Traffic slows and onlookers halt and then rush to Buckingham Palace. The car, as with many of the objects with which Clarissa surrounds herself, is an empty symbol. What is inside does not matter. The shell of the car, in a postmodern sense, represents the empty significance that is often placed on social status within the world of Mrs. Dalloways London.


It is at this moment that we also meet Septimus Smith. At the same time when Clarissa is frozen in delight, imagining the Queen and Prince and parties, Septimus is frozen by apprehension and fear. Many critics describe Septimus as Clarissas doppelganger, the alternate persona, the darker, more internal personality compared to Clarissas very social and singular outlook. However, a few critics hint that to characterize Septimus as Clarissas double is too limiting for both of their characters. Perhaps the best way to describe their relationship is to think of it as a means to flesh out the intensity of the human mind. The novel takes the reader through only one day in Clarissa and Septimus lives, and yet we learn so much more about their characters and about humanity in general. These two personas allow the reader to discern how two seemingly opposite characters correspond and interrelate. Clarissa and Septimus never meet and yet, their lives are intertwined from the moment in the street to the news of Septimus death at Clarissas party.


We also meet Rezia, Septimus wife, in this section of the book, as she struggles through the embarrassment of having a crazy husband. The way Septimus is told that nothing is wrong with him alludes to circumstances in Woolfs life. With her fragile mental state, she encountered many psychologists, most of whom did not know how to treat mentally ill patients. Often, they did more harm than good. Septimus is the victim of this psychosocial establishment in post-War England. As a representative of the lost generation, a topic touched on by many of Woolfs contemporarys ­ most noticeably T.S. Eliot in The Wasteland, Septimus suffers from delusions and hallucinations. The husband and wife, as a result, can no longer communicate as they once had.


Another confused symbol of communication exists in the form of the airplane that spreads incomprehensible words across the sky, gaining much of Londons attention after the excitement of the important car passes. Letters are strewn about but no character agrees on the message delineated. Ironically, however, many people are connected through the inability to communicate symbolized by the planes skywriting. In his sickness, Septimus believes the plane is talking to him. Yet, the other characters who view the plane believe in much the same idea.





Part I Section Three Summary (p.-48 What are they looking at...very far away as Peter Walsh shut the door.)


Clarissa returned home, wondering at what everyone was looking. Stepping into her cool house and hearing the motion of her servants, she felt as a nun returning to her daily habit. She breathed in happily while Lucy stood by, hesitant. Clarissa noticed a note that read that Lady Bruton had requested Richards company for lunch. Clarissa felt snubbed. Lucy knowingly helped her with her parasol and left her alone. The lunch parties were supposed to be quite amusing. Clarissa felt alone. She withdrew upstairs to the solitary attic room that she had occupied ever since her illness. There, she liked to read Baron Marbots Memoirs. The room had a very virginal feel, with the stark white sheet stretched tightly across the narrow bed. She wondered if she had failed Richard and thought back to her close connections with women, namely her old best friend, Sally Seton. She had known what men feel toward women with Sally.


She remembered Sally sitting on the floor, smoking, saying she was descended from Marie Antoinette, being so utterly crude that Clarissas family thought her untidy. Sally taught Clarissa about life, sex, men, and politics, things from which she was shielded at Bourton, her home before marriage. Her feelings for Sally were protective and pure. She remembered the excitement she felt the nights Sally dined with them and the exquisite moment they shared when, as they were walking, Sally stopped to pick a flower and kissed Clarissa on the lips. A moment later, Peter Walsh and Joseph, an old family friend, had intruded, perhaps purposely, since Peter was prone to jealousy. Clarissa was horrified at the intrusion.


Turning her thoughts to Peter, she wondered if he would think her older when he returned from India. Since her sickness, she had become nearly white. She thought her face pointed and her body shaped like a diamond. She was a good woman, she thought, even if Lady Bruton had not invited her. Clarissa found her loveliest green dress and took it downstairs to mend. Lucy asked if she could help mend but Clarissa declined. Suddenly, the doorbell rang and she heard the voice of a man demanding to see her. Abruptly, her door opened and she turned to hide her dress, as if she were protecting her chastity.


Peter Walsh entered, taking her hands and kissing them. They both trembled. Peter noticed that she looked older. Clarissa observed that Peter was very much the same. He played with his pocketknife. Peter asked about her family and imagined that Clarissa had been mending her dress and attending parties continuously during the time he had been gone. Clarissa asked him if he remembered Bourton. He did but it pained him to remember as it reminded him of her refusal to marry him. Clarissa too was caught in the wave of emotion. The memories brought Peter close to tears. Peter realized that his new love, Daisy, would pale next to Clarissa. He did not want to tell her about Daisy because Clarissa would think him a failure. He felt that Clarissa had changed for the worse ever since marrying Richard.





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What is love? is it not a feeling, a dream, a look? How long must it take for one to know he/she is in love? And if it is longer then an hour is it really love? One could say love is in the eyes, the window to the soul; another could say love could not be seen by the eyes for they only tell so much. But what about fate, if fate exists what does it matter if the love is in the eyes or truly in the heart? And at what point is life swept out of the beholder’s hands and into those of fate? if Shakespeare would have answered, i believe he would have said, when those hearts of the beholders do feel love there life is taken by love. Romeo and Juliet, by William Shakespeare, is a love story struck down by fate and doomed to tragedy.


When considering the destruction of Romeo and Juliet the most significant fact you must think about is fate. Fate, above all, destroyed Romeo and Juliet. Many instances in the play reveal that the love of Romeo and Juliet would end in death. A pair of star-crossed lovers take their life. (pg., Prologue, line 6) From the very beginning it is evident that they were destined by the stars to bad fortune. Some people may think that there is no way to control fate or change what is in the stars. It could be that the love of Romeo and Juliet was destined for death so that their parents feud would be over. Also, the prologue states that the dreadful course of their love was destined for death. The fearful passage of their death marked love. (pg., Prologue, line ) Both of these quotes show us that the love of these two was destined to end tragically from the beginning. The masquerade party was above all the most important aspect of fate. The fact that Romeo was wearing a mask and his face was hidden allowed Juliet to fall in love with him before she saw who it was. If Juliet had known who Romeo was she would probably have not fallen in love with him. Fate could not have been changed whatever was meant to be would happen and no one could change that.


Some days after the ball, Benvolio and Mercutio are conversing, in regard to the quarrelsome weather. Benvolio declares, The day is hot, the Capulets abroad,/ And if we meet we shall not ‘scape a brawl,/ For now these got days is the mad blood stirring. (III, i, lines -4) At this point, Tybalt, who has challenged Romeo because of his appearance at the masquerade, enters, seeking Romeo. On Romeo’s behalf, Mercutio struggles with Tybalt, while Romeo, who is filled with love for his new cousin, tries to end their boldness. Before escaping, Tybalt plunges his sword into Mercutio, causing death to fall upon him. Mercutio blames Romeo and the feud for his fate. Romeo kills Tybalt, who taunts Romeo, upon his return. Romeo fears he will be condemned to death if he does not flee before the arrival of the Prince. Benvolio recalls the events that have happened, with some embellishment. The Prince declares


“And for that offence/ Immediately we do exile him hence./ I have an in





your hate’s proceeding,/ My blood for your rude brawls doth lie a-bleeding;/ But I’ll amerce you with so strong a fine/ That you shall repent the loss of mine./ I will be deaf to pleading and excuses;/ Nor tears nor prayers shall purchase out abuses;/ Therefore use none. Let Romeo hence in haste,/ Else, when he’s found, that hour is his last./ Bear hence this body and attend our will./ Mercy but murders, pardoning those that kill”. (III, i, l 185-15)


Where upon, Romeo has to leave Verona and go to Mantua, leaving Juliet alone and desperate for Romeo. Which is another step to the tragic downfall of the lives and dreams of these two lovers.


Juliet, who refuses wed Paris, asks for Friar Laurence’s assistance, where upon he gives her a poison. The day before the wedding, Juliet is to drink the poison, which will make her appear to be dead. In forty-two hours she shall awake, with Romeo by her side. Romeo will then bring her to Mantua with him. In the meantime Friar Laurence will convey a message to Romeo in Mantua, telling him the plot. When she gains consciousness, Romeo and Friar Laurence will be there. Friar Laurence says, Shall Romeo by my letters know our drift,/ And hither shall he come; and he and I/ Will watch thy waking (IV, ii, lines 115-117) Following Juliet’s intake of the poison, Romeo is anticipating news from Verona. Balthasar, a servant to Romeo, tells Romeo that Juliet has died. Romeo, who is told there are no letters from the friar, seeks a way to accomplish his suicide. Meanwhile, Friar Laurence confronts Friar John, who was to deliver the letter to Romeo. Friar John informs Friar Laurence that he was seeking another Franciscan, who was visiting the sick, to accompany him to Mantua. He says, Suspecting that we both were in a house/ Where the infectious pestilence did reining,/ Seal’d up the doors, and would not let us forth;/ (V, ii, -11) Friar John tells that he could find no one to deliver the letter, for fear they may catch the infection. The letter is not sent, Romeo knows not of the friars plan, fate rises over all arrangements, and leads its own paths.


Then many will ask, why? Why is the strongest, most beautiful love crushed my hate? Why can’t a love so strong conquer hate? And Shakespeare answers it does. The love if these two lovers is strong enough to end the feud of the families, but only in death. only by death of young love could the families see the danger of there hate, allowing it to stop. only the same amount of extreme love and hate could end the feud at such a drastic fate.





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Nowadays, advertising plays a major role in everyday life. Companies are constantly searching for new ways to attract potential customers and to distance themselves from traditional and outdated marketing methods.


One very effective form of advertising which is widely used is “shock advertising”. It is usually used to highlight a problem and by exposing this problem in a stark and shocking manner so as to leave an imprint on the viewer. Good examples of these types of ads are the Oxfam ads showing extremely poorly and sick children starving in third world countries and the hard-hitting ads for the NSPCC in which abused children speak directly to the viewer, exposing the treatment they receive at the hands of their tormentors.


Another very popular form of advertising is comical advertising. Various companies opt for the funny and sometimes outrageous approach when selling their product. They hope that by making him laugh, they will leave their mark with the viewer and the next time he visits the supermarket, their product will stick out by simple association to the ad. A few examples of this type of advert are the ones for various lagers such as “Stella Artois” and “Fosters”. The only problem with funny advertising is that not everyone has the same sense of humour and so each advert will only attract certain people.





With the advances in technology over the years, new forms of advertising and also new platforms for advertising are appearing. The most notable of these platforms is, of course, the internet. Internet sites have become a marketing haven for companies wishing to sell a product and one can seldom visit a website without stumbling upon and ad for something or another. From simple banners at the top of a webpage to hugely annoying “pop-up ads”, the possibilities are endless. The main reason for the huge popularity of advertising on the Web is that each advert is going to reach more people in less time as the internet is available worldwide.


Most companies make profit from these forms of advertising but it isn’t the case for consumers because they get into debts to pay for the products.


Advertising really is at the forefront of innovation nowadays. With marketing methods constantly receiving makeovers to keep up with the changing of times and the new generation, who knows what and ad will look like 50 years from now?








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Essay Critique


In this critique I will be explaining four of the techniques I have used in my argumentative essay. I will also show how two of these techniques have been successful and two that have not been successful.


The first successful technique I used was emotive language, using powerful language which creates a vivid image in the readers’ mind, “… urine-smelling seats or chewing gum on the arm rests…”


This was successful because it creates an image in one’s mind and you conjure up your own experience.





I was trying to make the reader relate to the description, as most have had such an experience on London Transport, as it is still relied on by scores of commuters.


This technique links to the title because it show’s that London is not worth coming to and backs up the title that London is a ‘Destination from Hell’.


The second technique I used was that was successful was introducing the opposite view point introduced with a rhetorical question, “… it is a dump, or is it?”


This was successful because it directly involves the reader as the question is directed towards the reader. Also because I am introducing a new view point which shows how many varied opinions there are on this subject.


I was trying to make the reader feel involved by the technique.


This technique links to the title because the title itself is an opinion.


One technique I used which was not successful was a short sentence that implies doubt, “… it is a dump, or is it?”


It did not work because firstly, I do not like the way I have structured the sentence. Also I think it could have been worded better.


It would have been better, if I had thought about how to word the sentence more effectively.


Another technique which was not successful was summing up with a vivid image and a definite conclusion, “I think that anyone in their right mind can think for themselves and come to the conclusion that London is not worth coming to, but to those who still believe that London is great, don’t worry there are enough stinking seats to go round!”


It did not work because the image was not vivid enough, although it is a definite conclusion.


If I were to write this again I would describe the image more and with more detail.


Overall the techniques I used in the essay were good, however some did not prove successful as I have shown you above.








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A seperate Peace


This novel is about a guy named Gene who goes back to his devon high school after fifteen years to be reunited with his friends at devon. Gene talks about how his friend is bossy and canyving to everyone. Finny was the top athletic at the devon school and gene was the smartest until he started to mess around with finny again. Finny formed a brotherhood called the suicide society and the only was you could be in the group was if you jump from the old tree without hurting yourself. He also formed a game call blitz that the boys played. Finny was well known for his atheletic side and his bossy ness. In chapter gene and finny have secret. Finny broke a world record for swimming but he didnt want gene to say any thing to any one Finny tries to make gene fail by trying waste his time for him. Gene starts to fail becasue of finny always planning something the day or night that the boys have test. Finny finally get what he deserves because Leper was wanted to be in the group but had never jumped from the old tree. So one night he finally decide that he was ready to jump. Finny goes to go get gene and gene is back in the dorm studying for his spanish test when finny comes busting =into the dorm telling him that leper wants to join. Finny admits to gene that he jealous of him. The boys head over to the old tree as usual finny was behind gene and gene was in front of him. Gene did not trust finny because of all the negative things he had done to others. Finally Finny reaches the end of the limb where he was to jump but when he didnt see nor feel gene behind him he turned around and lost his balance causing him to fall and shatter his leg. The doctor wanted gene to tell finny the horrible news about not being able to play sports anymore. Gene couldnt do it because he felt guilty for what had happened to his friend finny. Later in the summer gene goes to visit his family and gene was sent to his parents in Boston until it was time to return to school. Gene made a speacial trip to boston to tell Finny that it is his fault that finny is hurt the way that he is. Finny didnt want to believe it because he never thought that gene would ever do something like that to him. Gene evyed finny alot because he was a rich brat that bossed around those younger or smaller than him. Later when school finally started back gene tried every thing to gain his friendship back with finny. Later in chapter leper is kicked out of the war for going totally insane. later after that gene goes to war and learns that it is nothing like what many had said it was. Pheneas falls down the stairs pretty hard causing more fluid in his leg that could not be drained so later down the line pheneas passes away. Gene is stuck feeling guity for the rest of his life .








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Prehistoric Computers Financial Plan


Introduction


Prehistoric Computers has redesigned the traditional operations systems with an e-operations series of systems. The e-operations plan has implemented systems to support the revenue growth strategy. The next step is to approve and implement the financial plan, the real backbone of a business plan. To start the financial plan, Prehistoric Computer forecasts exactly how much capital will be needed to finance the e-business operations during the critical start-up phase. Financing is necessary for the new technology investment, additional management staff, marketing effort, customer relations system, and other working capital expenditures.





Financial Plan


Prehistoric Computers has already begun the e-commerce initiative by implementing the Web site successfully. The next rollout of the mini-ERP system involves significant financial investment. Today, Prehistoric Computers has over 11 weeks of inventory available. Primarily sales are in the form of credit card payments, cash, or COD, see financial statements in Appendix C. There is a modest balance of about 1.75 weeks’ sales outstanding as account receivable. There is no long-term debt; the building is owned free and clear, as is the equipment. The short-term debt is a revolving cash line of credit with the bank. The accounts payable is modest at just over two weeks worth of sales. The company is in a solid position to seek financial assistance. The financing plan includes seeking a 0-year mortgage on the building. It is feasible to obtain $1,80,000 to start funding the technology and the needed inventory for growth as the Web site initiative begins to take off. Partial funding will be from the increased level of sales already evident from the Web site initiative. Sales have increased 15% in the first nine months of 00. Sales are on track to increase 5% by year-end. The next level of funding will be in the form of a SBA or Economic Development loan for low-income areas backing bank loans. The research on this type of program indicates a promising program that focuses on government-backed loans from a local lending institution. These programs support for profit companies that are adding jobs in low-income areas such as outside Little Rock, AR. The time frame is approximately one year to obtain the needed financing and the SBA or Economic Development backing for the long-term loans. Preliminary conversations with the local loan officer of Prehistoric Computer’s bank are favorable towards this program. The needed maximum of $5,000,000 can be obtained using these methods in conjunction with tight controls on inventory to sales ratios and cash ratios. A third possibility exists if Prehistoric Computers wishes to go public by selling shares to either employees or local individuals; or if the President’s family wishes to increase the investment in the firm to aid in the expansion plans. This third choice is a contingency plan as a short-term solution for financing issues.


Technology Costs


In order to support a larger, more streamlined organization, Prehistoric Computers will implement an Enterprise Resource Platform (ERP). The ERP will handle all business transactions within the company. Implementation costs fall into two broad categories equipment and resources. Equipment includes all software and hardware required to complete the implementation. Resources include man-hours, facilities and contingency costs. Hardware costs for the ERP implementation are expected to be $0,000. These costs include $16,000 for database and ERP servers, $1,000 for an enterprise server, and 1,000 for an uninterrupted power supply. Prehistoric Computers has negotiated pricing for ERP software costing $5,000. The platform of choice is Icores Everest system. Miscellaneous costs are expected to be $15,000, bringing equipment costs before annualized software maintenance to $80,000. Software maintenance is expected to be 18% of licensing, or $6,00 per year moving forward. The ERP implementation will require a non-exempt Database Administrator salaried at $5.000. Human Resources will have $8,000 in contingency for headcount or consulting. One non-exempt Computer Analyst may be required for continuing operational enhancements. Headquarters will house the backbone of the ERP, but will need airflow and security improvements costing $15,000. The ERP will utilize the existing network, but will require $1,000 in improvements. Resource costs will be $160,000. Total capital requirements for the ERP Implementation are $40,000. These costs include $16,000 for Servers to hold the database and ERP, $1,000 for an enterprise server, and 1,000 for an uninterrupted power supply.


People Resources


Instituting an e-business strategy and aggressively expanding the business will require a number of resources beyond those found internally at Prehistoric Computers. Prehistoric Computers will immediately need a Database Administrator. The company will also observe a strategy to develop internal people resources as a means of meeting long-term needs.


The Database Administrator (DBA) position will spearhead the behind-the-scenes resources needed for Prehistoric Computers e-business operation to be effective, dynamic, and an asset to the overall business. The company will be targeting median level people with wide-ranging skills. Average salary for a mid-level DBA is $54,6 with total compensation averaging $76, (See Appendix B for detailed information). The DBA position will not only be able to develop and manage the company’s internal needs, but will also be able to speak knowledgeably to external consultants and other entities within the company regarding technical issues for the website.


Developing internal people resources is a long-term goal of Prehistoric Computers. The company sees its e-business strategy not only as a means of expanding revenue but also as a means of further employee involvement in the business. The company will lead off the e-business strategy with a number of company wide meetings explaining the need to incorporate e-business into the overall business. Employees will be encouraged to provide ideas and feedback on how to make the implementation successful.


Management is also strongly encouraged to seek the resources of a Change Management Specialist, as funding becomes available. Such a position will analyze future people resources needs and identify how those people resources needs should be met. Internal resources may be able to be developed to meet future needs or outside people resources may need to be brought in on either a consultant or direct employee basis. The position will be filled on a consultant or temporary basis.


Conclusion


A proper financial plan can lead to a strong management team, extremely high growth prospects with high degree of global scalability, clear path to profitability, and a viable and cost effective marketing strategy. With over 11 weeks of available inventory, outstanding accounts receivable, no long-term debt and modest accounts payable, Prehistoric Computers is in a solid position for financing their e-operations. The financial plan is positioned to achieve the approvals and external support sought. Prehistoric Computers stands to win in a big way with the implementation of proper financial plan and the aggressive growth plan based on the technology investment.





Appendix A


Product Quantity Per Week Wholesale Price Inventory Cost


Monitors 6 $4.8 $4,07.68


Printers 11 $15.00 $1,680.00


Laptop Base Unit 4 $55.00 $1,0.00


LCD Display 144 $.5 $,6.40


Hard drives 40 $18.00 $4,0.00


RAM 56 $1.00 $,07.00


Processors 40 $18.00 $4,0.00


PCMCIA cards 75 $11.66 $874.50


DVD drives 15 $1. $,48.75


CD ROM 56 $1.57 $,17.


1/ floppy disk 56 $14. $,87.44


Zip drive 40 $1.80 $4,75.00


Misc. Cables 144 $5. $86.56


Power supplies 6 $1. $1,18.7


Motherboard 11 $1.1 $,14.8


Cooling fan 144 $. $1,48.56


Heat sink/cooling fan 144 $.15 $1,17.60


Heat sink 144 $1.4 $1,86.6


NIC cards 18 $1.68 $,51.04


Video card 18 $1.1 $1,560.


Sound card 18 $14.80 $1,84.40


I/O ports 160 $8.00 $1,80.00


Mouse port 160 $5.50 $880.00


Keyboard port 160 $6.50 $1,040.00


Parallel port 160 $7.50 $1,00.00


On/off switch 18 $5.00 $640.00


Mini tower 6 $.6 $56.16


Monitor Cable 144 $.75 $1,404.00


Printer Cable 144 $.75 $1,404.00


Miscellaneous various various $15.00


Parts Inventory Cost Per Week $7,6.6


Parts Inventory Cost Per Year $,758,0.88








Laptop/computer % Historical Average Computers a week


70% laptop 80% broken items 0,000/8=500 computers turnover every 45 days


0% computer 0% want faster computer 00 computers a week exchanged


100 computers getting from vendors


Total = 400 computers a week


Appendix B


Job Descriptions and Salary Information


Database Analyst II Job Description and Salary Information


A typical mid-level Database Analyst (DBA) “reviews, evaluates, designs, implements and maintains company database(s). Identifies data sources, constructs data decomposition diagrams, provides data flow diagrams and documents the process. Writes codes for databases access, modifications, and constructions including stored [sic] procedures. May require a bachelor’s degree in a related area and -4 years of experience in the field or in a related area. Must be familiar with standard concepts, practices, and procedures within a particular field. Relies on limited experience and judgment to plan and accomplish goals. Performs a variety of tasks. Works under general supervision; typically reports to a project leader or manager. A certain degree of creativity and latitude is required” (Salary.com, IT, 00).


“A typical Database III working in Little Rock, AR earns a median base salary of $40,0, according to [an] analysis of data reported by corporate HR departments. Half of the people in this job earn between $4,7 and $50,08. An average benefits package pushes the median total compensation for a Database Administrator to $76,” (Salary.com, IT, 00).


Change Management Specialist (Human Resources) Job Description


A typical Change Management Specialist “enables organization to achieve greater flexibility and attain competitive advantages by leveraging its human capital. Conducts need analysis and resources allocation studies to determine most effective use of human capital resources. Makes recommendations to top management based on research. Requires a master’s degree in area of specialty and 7 years of experience in the field or in a related. Demonstrates expertise in a variety of the field’s concepts, practices, and procedures. Relies on extensive experience and judgment to plan and accomplish goals. Performs a variety of tasks. May provide consultation on complex projects and is considered to be the top-level contributor/specialist. A wide degree of creativity and latitude is expected. Typically reports to top management” (Salary.com, HR, 00).


A typical Change Management Specialist working in Little Rock, AR earns a median base salary of $7,44, according to [an] analysis of data reported by corporate HR departments. Half of the people in this job earn between $84,74 and $111,66. An average benefits package pushes the average total compensation for this position to $1,47” (Salary.com, HR, 00)


Appendix C


Prehistoric Computers


Income Statement for Period Ending /0/00


(dollar figures are in thousands) Months 00 00





Sales Revenue


Computer Sales $ 4,1 $ 5,000


Services 41 0


Total Sales Revenue 4,744 5,000





Sales Costs


Computers and Components ,0 ,758


Services 0


Total Sales Costs ,5 ,758





Gross Profit 1,1 1,4


Gross Margin 6 % 5 %





Operating Expenses


Sales & Marketing 100 5


General & Administrative 775 817


Research & Development 0 0


Total Operating Expenses 875 84





Operating Income 7 400


Operating Margin 7 % 8 %





Interest Payments 4


Earnings Before Taxes 8


Provision for Taxes 117 1


Earnings (net income) 16 5


Profit Margin 5 % 5 %





Dividends paid to Shareholders 0 0


Earnings available to Shareholders 16 5





http//www.moneychimp.com/articles/financials/income.htm


Prehistoric Computers


Balance Sheet as of September 0, 00


(dollar figures are in thousands) 00 00





Assets


Current Assets


Cash and Equivalents $ 40 $ 160


Accounts Receivable 166 147


Inventory 80 616


Total Current Assets 1,6


Real Estate (purchase price) 1,600 1,600


Equipment (depreciated value) 54 47


Goodwill (depreciated value) 0 0


Total Assets ,78 ,00





Liabilities


Current Liabilities


Accounts Payable 1 186


Short-term Debt 60 0


Total Current Liabilities 7 06


Long-term Debt 0 0


Other Liabilities 0 0


Total Liabilities 7 06





Total RE / Owner’s Equity ,106 ,814


http//www.moneychimp.com/articles/financials/balancesheet.htm


References


CDW.com (00), The Right Technology Right Away. Retrieved September 8, 00


from the CDW.com Web Site http//www.cdw.com/shop/search/Results.aspx?grp=LNG


MonkeyChimp.com (00). Financial Forms. Retrieved September 8, 00 from the


World Wide Web http//www.moneychimp.com/articles/financials/income.htm


Radioshack.com (00), Product Catalog. Retrieved September 8, 00 from the


Radioshack.com Web Site http//www.radioshack.com/category.asp?catalog%5Fname=CTLG&category%5Fname=C


Salary.com (00), Salary Wizard HR-Change Management Specialist. Retrieved on September , 00 from http//hrsalarycenter.salary.com/salarywizard/layoutscripts/swzl_compresult.asp?


Salary.com (00), Salary Wizard IT (All)-Database Administrator. Retrieved on September 8, 00 from http//hrsalarycenter.salary.com/salarywizard/layoutscripts/swzl_compresult.asp?





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