Starbucks - 3311 Words

|Starbucks: Leaderships | |MGMT 451 Fall 2011 Dr. Peter Geib | |Christelle Dominique Timothy Bjornson | |Yuchi Kawakami Zaklina Aguilar | Introduction Coffee has historically been a beverage that has significant cultural impact, as over coffee people would socialize and make important decisions. Nowadays the most well known coffee house that spreads from the Forbidden City to the colorful streets in Europe is Starbucks. This Seattle-based company has enjoyed significant national and international success due to its outstanding leaders. In the following paper, we will be discussing the specific characteristics of leadership†¦show more content†¦The original woodcut logo has been moved to the Starbucks Headquarters in Seattle (Figure 2). Original brown logo, used from 1971–1987. Green logo, used from 1987-2010 (It is still being used as a secondary logo). Redesigned logo, used from 2011-present. Figure 2- Logo, then and now Leadership at Starbucks Starbucks foundation is set on the belief that employees make the company what it is and by doing so Starbucks has created a unique situation where customers, employees all profit due to the decisive leadership of upper management. Howard Schultz and Howard Behar are the spearhead of Starbucks leadership and are therefore the key focus of this part of the paper. Howard Schultz Howard Schultz was born July 19, 1953, in Brooklyn, New York. Schultz was the eldest of three children. He grew up in a poor family, and graduated from Canarsie High School in 1971. In 1975, Schultz earned a degree in Communications from Northern Michigan University, where he earned a football scholarship. Schultz was the first of his family to graduate college. Schultz worked a variety of jobs until becoming manager of U.S. operations for Hammarplast – a Swedish manufacture of kitchenware (Zwierzynski, 2011). During this time Schultz first noticed a small business in Seattle named â€Å"Starbucks†, which was a client of Hammarplast, and was immediately impressed with what he saw. At that time, Starbucks was aShow MoreRelatedStarbucks And Starbucks : Starbucks1047 Words   |  5 PagesIntroduction: Rumors have fluttered about a widely known company that specializes in coffee called Starbucks. The rumor accused Starbucks in 2004 over an email. A Sargent in the Marines helped make the email go viral. A friend of his informed him about the email and it then began to spread like wildfire. According to the Sargent, he actually contacted the disgruntled sender and got a â€Å"real story† from him, but this was never actually verified as to whether or not it’s true. The whole situation upsetRead MoreStarbucks : The Success Of Starbucks1080 Words   |  5 Pages What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period? The factors for the extraordinary success of Starbucks is all due to the vision of Howard Schultz. Schultz wanted to change the coffee drinking experience by establishing benefits to create value in the coffee drinking experience. One of his vision was to recreate the coffee culture in ItalyRead MoreStarbucks : The Entry Of Starbucks923 Words   |  4 PagesThe entry of Starbucks in Australia began in July 2000. The Starbucks Australia is a wholly owned subsidiary as a joint venture between Markus Hofer and Starbucks Coffee International, subsequently licensed its local chain to the Withers Group, which operates 7-Eleven in Australia. Began selling espressos, frappuccino, and filtered coffee from its first store in Sydney’s Central Business District (CBD). The company was facing difficulties in the Australian cafà © market. However, the company aggressivelyRead MoreStarbucks And Its Impact On Starbucks1054 Words   |  5 PagesA total weighted score at 2.67 for Starbucks po ints to an average but good internal standing in the Internal Factor Evaluation. The first strength of Starbucks is its diverse and inclusive workforce that allows this corporation to cater to a wider market reflecting today’s current demographics. This key strength has put Starbucks as a well-recognized brand among this young and diverse market. According to the Starbucks website, their workforce has led the way in diversity, 65% of U.S. employeesRead MoreStarbucks694 Words   |  3 PagesIntroduction 1.1 Purpose of report The economic impact of Starbucks on the UK economy June 2013 The objective of this report is to investigate the economic contribution of Starbucks to the UK economy. This contribution is quantified in terms of impacts from: ï€  The operation of Starbucks in the UK; ï€  The supply chain effects created by Starbucks purchases of inputs from elsewhere in the UK economy. ï€  The consumer expenditure of Starbucks’ staff and those employed directly in its supply chain spendingRead MoreStarbucks And Its Effect On Starbucks1079 Words   |  5 Pagesyear Starbucks made 10.7 billion dollars? Who here has ever been to Starbucks? Well I have, they have delightful hot and cold drinks and scrumptious desserts. But did you know Starbucks also owns Teavana. Today I’m going to talk to you about one of the world’s most well-known coffee shops in the world; Starbucks. Firstly I’m going to talk about its history. When first started it was called Pequod’s coffee because Pequod was the name the owner’s first ship. But they soon settled on Starbucks. StarbucksRead MoreStarbucks : Starbucks Economic Analysis1673 Words   |  7 PagesStarbucks Economic Analysis 1 Starbucks Economic Analysis PATTEN UNIVERSITY JULY 29, 2015 MGT407 Managerial Economics Starbucks Economic Analysis 2 The coffee industry had never been the same since the early 1970s when three investors started a Seattle business called Starbucks Coffee, Tea, and Spice in Pikes Peak Market. Each invested about one thousand dollars and-and borrowed five thousand more from a bank to launch their endeavor. The coffee-loving character in Herman Melville’s great novel MobyRead MoreStarbucks, A Large Portion Of Starbucks1055 Words   |  5 Pages For Starbucks, business is good. Starbucks continues to come up with more and more innovations and ways to market their products. Last year Starbucks started bottling their iced coffee and selling them as a new product lines in their stores, as well as many new sandwich choices. The ability to provide fresh new ideas year after year provides Starbucks with a growing customer base and a growing net gain. Starbucks will continue to come up with new ideas and products that will continue to bring inRead MoreStarbucks Case Analysis : Starbucks1580 Words   |  7 Pages7/25/15 Starbucks Case Study I chose to do a case analysis on Starbucks because I am a huge fan, as a college student I am addicted to caffeine and Starbucks is how I get my caffeine fix! I am a gold card member with Starbucks meaning, I drink so much of their coffee they rewarded me as a valuable customer. Some perks include a free food or beverage after twelve purchases, a free food or beverage on my birthday, as well as discount coupons and exclusive member deals. The first Starbucks locationRead MoreStarbucks1117 Words   |  5 Pagesï » ¿Starbucks started in 1971 and by creating a cozy third place to customers beyond home and work and offering a slightly higher price yet fine quality coffee, within 25 years, it had opened just over 1000 stores. In order to maintain its leadership position, Starbucks had continued pursuing growth opportunities by selling Starbucks products through mass distribution channels and expanding its retail footprint. Along with the rapid expansion and success, Starbucks has encountered financial downturn

Pablo Picasso and Stelarc Free Essays

Introduction- Pablo Picasso and Stellar are two artists who both use shock tactics to create artworks that resonate with the audience. Although ones a modernist and the other a postmodernist, they both share similarities in their subject matter, and that is shock value. Body 1- Pablo Picasso was a Spanish artist who was born in 1881. We will write a custom essay sample on Pablo Picasso and Stelarc or any similar topic only for you Order Now Picasso was a painter, printmaker, ceramicist, sculptor and stage designer who spent majority of his life living in France. Picasso showed outstanding talent from a young age, who painted in a realistic manner throughout his entire childhood, and into adolescence. Picasso as seen to be one of the most creative artists of the 20th century, who played a major impact influencing young artists. Picasso is also well known for co- founding the period of the cubist movement, along with the invention of sculpture which was constructed, the co-invention of collage and the numerous amount of styles of which he developed by exploring further than other artists. The cubist movement was a type of essential approach to the representation of form and space. The style was first formed from Analytic Cubism to the later Synthetic Cubism, in which forms seemed to be covered over one another. Picasso was seen as a modernist artist as he was the co-founder of cubism, as well as most of his art being abstract and full of shape. Modernism is known for being individual as well as providing artistic theories while expressing and testing out new ideas. The modernist style was firstly found in retail, entertainment, fashion and shops and wasn’t properly recognized in art until the late sass’s. Artworks- the Weeping Woman series features the most famous artworks in which Pablo Picasso painted. One of these artworks ‘Queering’ is featured throughout the series. Queering is mural sized, oil on canvas which Picasso painted in 1937. Queering displays the chaos and tragedy of which individuals and innocent civilians, even animals and building experienced when the bombing of Queering occurred. The painting is seen as more of a p eace symbol rather than an artwork, which helped bring the Spanish Civil War to the world’s attention. Another artwork relating to Queering was Picasso famous artwork Weeping Woman’. Weeping Woman is viewed as a continuation of the tragedy obvious in Queering. Weeping Woman was also oil on canvas and was also painted in 1937, to Join his series. The woman which can be seen in Weeping Woman can also be found in his previous work Queering. She is en clutching onto what appears to be her dead child who was killed from the Spanish Civil War. There are a large variety of etchings, drawings and paintings that feature this emotional female character. Both Weeping Woman and Queering are seen as visual representations on the emotion and feelings that the people felt towards the bombing and war, although some people believe, these paintings were also evaluating the relationship Picasso had with the model Dora, which is the emotional woman featured in these two artworks, representing the fiery relationship they had, although these artworks created a positive dynamic between the artwork, artist, model and even audience. Both artworks of Queering and Weeping woman are seen as the artist’s personal way in shocking the audience by painting the torment of a man haunted by the horrific images of the massacres taking place around him, in the Civil War. Picasso work easily shocked the audience when they were first painted his works as it vilified government and war. Stellar is a postmodern artist who can relate to using the same theme which is shock value, similar to Stellar. Stellar is a Cypriot-Australian artist who was born in 1946. He moved from Cyprus to Australia when he was at a young age. Stellar studied Arts and Craft at T. S. T. C. , Art and Technology at CHATEAU and M. R. I. T. , Melbourne University. He not only studied, but taught Art and Sociology at Yashmak International School and Sculpture and Drawing at Ballard University College. Stealer’s work if often based on suspensions, simulations and interventions of the body, going further beyond what any other artist would usually go. He uses technology to confront the audience and challenge the concept of art. He unites artwork and audience by extending his own body and its capabilities, using it as a sculpture or boundary with technology. He is also well known by his bizarre and different style of artwork through the use of performance, art events and interactive artworks. Stellar has engaged with the theme of the body throughout majority of his artworks. He has the reputation to be involved with his artworks, therefore making them personal to himself and becoming engaged with also the audience. Stellar is a postmodern artist as he emerges art movement which contradict modernism in his artworks. Some of these art movements include intermediary, installation, conceptual art and multimedia, generally involving video which is described at postmodern. 2 artworks- Stellar is well known by many people as the artist who uses suspension to portray a performance, using his body as a medium. In the seventies, when Stellar first started experimenting with suspensions, he made his performances mostly private and all acts were performed with surgical equipment. Stealer’s suspension performances attracted the audience as it provided them with excitement which occasionally generated shock value. Stealers artwork Suspension, involved his naked flesh, pierced with hooks, which were inserted with wires and pulleys which raised him up off the ground, pulling and stretching at his skin. When the hook enters Stealer’s skin, it causes his body to become a physical extension. This then shocks the audience, although it stimulates a calm reaction from Stellar, slower pulse and blood flow is then diminished. Another famous artwork which Stellar has created to gain a reaction from the audience is his artwork Extended Arm. The Extend is constructed materials such as stainless steel, aluminum and acrylic. The artwork is a lifelike robotic hand, with five fingers, with some novel capabilities. It is able to do such movements such as wrist rotation as well as thumb rotation, individual finger flexing tit each finger being able to gripper in it. Similar to Picasso, Stellar designs his artworks in hoping to shock the audience which will attract the audience to gain interest in his artworks, and to get his name well known by the general public. As Picasso famous artworks have been around for years longer than Stellar, both artists portrayed their own type of shock. The way shock is seen now, in comparison to when Picasso first originally started creating artworks, has changed drastically, as shock back then wouldn’t create the same impact in present. How to cite Pablo Picasso and Stelarc, Papers

Internship Report Preventive Business Plans

Question: Describe about the Internship Report for Preventive Business Plans. Answer: 1: Time Period 1-2 Hours 2-3 Hours 3-4 Hours 4-5 Hours 5-6 Hours 6-7 Hours Check whether sufficient number of devices are ordered Check the working capability of the Devices Check the Electrical safety of the device Check the PPM for each device Ensure that the device can be repaired quickly during time of Emergency Gnatt Chart for the for the Planned Preventive Maintenance (PPM) and electrical safety for Centrifuge Devices Team Members on Task Supervisors (Biomedical Engineer): The most important job of the supervisor, who is a bio-medical engineer, is to ensure that all the centrifuge device that are brought to the International Medical Centre are working in proper manner. A bio-medical engineer needs to be an expert electrical and mechanical department. Hence, it is important for the supervisor to make sure that the electronics circuits within the device are able to work properly and the device is able to do its mechanical function in the proper manner. At the beginning, it is crucial to ensure that a sufficient number of centrifuge devices is present with the medical center so that the health workers do not face the issue of shortage of device dusting the time crisis. With the help of the Planned Preventive Maintenance (PPM), it is possible to provide proper maintenance of the devices. The period of PPM can be six months of even one year. All the devices need to be passed the safety test so that they are able to work properly during the time of need. It is also important to ensure the electrical level of security of the devices. If a device fail to run through the safety test and electrical test, it is duty of the supervisor to reject the device and send it back to the distributor. Co-workers (Bio-medical Engineers): It is the duty of the co-workers to follow the instructions of the supervisors strictly. Each co-worker needs to perform the duty that is allocated to them by the supervisor. It is their responsibility to make sure that they have the skill that is required to run the safety test for each device. In order to run the electrical safety test for the device, it is important for to ensure the resistivity of the protective earth conductor. It is important to measure the electrical safety level of the between the main plug and earth pin. The workers should have the knowledge of when a device has failed to achieve its purpose. After the completion of the safety test, it is important for the workers to label the device so that the health workers can rely on the device while performing a medical test. Supervised Staff: The duty of the supervised staffs is to ensure that the all the materials that are required to run the safety test of the centrifuge device are present with the co-workers of the supervisor. The supervised staffs also need to have the skill to repair the device in very short period during the time of emergency. External Inputs: The International Medical Center will have to make contract with the company manufacturing the bio-medical device. This will help the medical center to get a regular supply of the essential medical device. It is also important for the medical institute to ensure that they sign maintenance contract with the companies so that they can ensure that all the devices are able to work properly. The health institute also needs to have good connection with the company dealers. 2: Supervisors: The ventilator devices are the most important requirements of the ICU of the hospital. The bio-medical engineer needs to communicate properly with the supervisors so that it is possible to make proper use of the ventilator device. The supervisor needs to give special attention to check the proper function of this device as in ICU if the ventilator fails to work properly it can cost the life of a patient. It is also important to make sure about the PPM of the ventilator device. Electrician: The electrician needs to ensure that the all the electrical connections are done properly and the all the safety tests are performed before the ventilators are used for supporting the need of the patients. All the cables that are attached to the device need yo be properly insulated, so there is no risk of short circuit and other accidents. 3: Supervisor: It is crucial to have emergency light at the operation theater of the hospital. It is the duty of the supervisor to make sure that the bio-medical engineer, who is in charge to provide emergency light during the time of surgery, is capable enough to replace the regular lights with the solar light. It is also important to make sure that the lights do not fail to perform the function during the time of emergency. The bio-medical engineer also needs to avoid panic so that it is possible to work swiftly during the time of crisis like that of in surgery. If any delay is caused during the time of surgery, it can be fatal for the patient. Intra: Context: On the first day in my internship course as Bio-medical engineer, I held meeting with the supervisor of the biomedical engineering department. After that, I was formally introduced to every worker of the department, and I got to know the role of each employee. Your role: My job was to observe the task of each staff of the biomedical department so that it is possible for me to acquire the skills necessary for a biomedical engineer. I was also able to understand the challenges and the ways to deal with them during the time of crisis. Actions Taken: If I am able to comprehend the actions needed for a situation I will able to act swiftly and ensure that the emergency need to the patients is fulfilled Performance: With the help of the experience that I gained from the workers I will able to apply my innovative thinking to deal with any situation. Guidance: I do have taken advice from the experienced biomedical engineers of the hospital. Improvement: I need to maintain calm during the time of emergency so that I do not panic and act swiftly during the time of emergency Gain/Learn: From this internship course I have able to learn all the vital skills and knowledge that is necessary for an expert biomedical engineer

The events that led to the Great War Essay Example

The events that led to the Great War Essay The First World War which is alternatively known by many names such as the World War 1, the Great War, the Global War, and / or, the War to End All Wars, took place   between 1914- 1918 in Europe. It is estimated that over 40 million people died including both   civilians and the military service. The full throttle of the war is exhibited by the fact that in Europe alone, over 60,000 soldiers were deployed to fight in the war. The cause of this war is explained by the historians as touching on economic and military rivalry between Germany and Britain. It held by the same group that the German economy was growing in leaps and bounds so that it was overtaking the British. This translated into military competition which saw rivalry in the construction and the manufacturing of the powerful naval military ships known then as the Droughnut. However, the war was catapulted into actuality with the Sarajevo Assassination on June 28th   1914, which delivered the death of the Austria Hungarian Archduke, and heir to the throne, Franz Ferdinand. The action had been carried out by a Serbian student. This incidence was then followed by series of reactions in the form of alliances, only to culminate into the World War one. Austria Hungarian government consequently set a set of demands that were to be fulfilled by Serb, two of them being that the Serbian government was to hand over the culprits to Austria Hungary, and that Serbia was to open up her borders to Austria Hungary police to carry out inspections. Failure to observe these elicited a declaration of war against   Serbia on 28th July.   In return, Russia threatened carrying out war against Austria Hungry, should the latter attack Serbia. The affair took a sudden twist when Germany declared war on Russia on condition that Russia attacks Austria Hungary (Ramarque, pp.23 0). The Entente powers (the France and the Britain) also declared war on Germany, and Austria Hungary- an affair which was concluded by the declaration of war on Russia and the Entente forces. This led to the collapse of diplomatic communication and relations in Europe which is always a catalyst two war. We will write a custom essay sample on The events that led to the Great War specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The events that led to the Great War specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The events that led to the Great War specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Events that made America join the Great War. There are various developments which compelled President Woodrow Wilson who had taken a neutral stand on the war,   to consider joining the war in 1917. Mos t of these factors were raised by the emerging German bullying stance towards the US and other countries. For instance, Germany had extended an olive branch to Mexico, promising to restore the land that Mexicans lost to the US in the Mexican American war, but only on condition that Mexico would fight on the side of the Germans against the Allies. Germanys quest for victory in the war also seemed to interfere with economic interests of the US. For instance, America had been supplying arms to Britain in the course of the war. Germany attempted to curtail these series of activities so as to weaken Britain by closing the supply routes and exchange points. To this end, the Germany army killed many Americans by sinking the Tuscania and the Lusitania. America did not take this very kindly (Ward, pp.34). In addition to the above developments, courtesy of the bullying tactics, Germans had taken to attacking even countries that had embraced neutrality towards the war. Germany attacked Bulgaria which was very neutral for instance. There was no surety on the side of Woodrow Wilson that through neutrality, America was therefore automatically insulated from German attacks. Germans attacks were so severe in the sense that German was the first to use poison gas. German victory also did not seem to carry the prospects that augured well with the American economy. This is because, upon defeat,the Allies (Britain, France and Russia) would suffer financial challenges and imposed responsibility by Germany. America on the other hand had something at stake in this, by the virtue that   she had lent financial assistance to countries like Britain. Paying back the money would be difficult for Britain if she lost the war. Why America hesitated joining the Great War. America took too long to enter the war seemingly because it was a conglomeration of many nations and races. This is because, even before the discovery of the Americas by Christopher Columbus, there were other people who inhabited the land. Most of these people included   the Amerindians. More people began to settle in America from Britannia Island and other parts of Europe. The activities of slave trade also sealed the multiraciality of America as she became populated by the black race. This made it hard for America to take sides against or for other nations since   she was a nation of many nations. It is also held by historians that America considered the prospects of the war as profitable given the fact that Britain and her allies were obtaining arms from America. More reluctance on the side of the US according to the historians, must have been also facilitated by self delusion that by taking a neutral stand, America was bound to lose nothing. As the war proceeded, America was to be surprised into action by the economic and political hemorrhage she was suffering. Factors that led to the high death rates in the War. The casualties in the World War One were statistically and alarmingly high due to the fact that the weapons that were used, unlike those that had been used before, were more technologically sophisticated. For instance, the Germans had already came up with M1913 bombs , the discus bomb and the M1913 dark powdered baller kugel grenade which were all detonated by mere friction. There was also the rifle grenade which was used by both sides. Poison gas were used in the war, having the capacity to kill the victim who merely inhales it. For instance, the Germans used the Chlorine gas which worked against the victim, by attacking the lungs and consequently leaving the victim dead in his own bodily manufactured fluids. The French also invented and used the Phosgene gas. Action rifles with the ability to fire more than 10 rounds/ min. were also used. Some of these were the German 7.92 mm. Gennehr and 98 Mauser rifles which had a lot of accuracy and speed. The Germans were also the first ones to use the snipers in the battle. The maxim gun was also used in the battle for more effectiveness. Starting from 1916, tanks began to be used in the war. In addition to all these, zeppelins were also used to drop bombs while submarines were also used to capsize the enemy ships.   All these, combined with the use of electricity and fire throwers, really caused a lot of unprecedented numbers of deaths, harm and extensive damage of capital (Frank, pp. 77). World War 1 Elements that promoted World War 2. The Worlds War One promoted the World War Two in the sense that it had sparked the need for the stocking of weapons for future display of political and military strength. The more lethal the weapons were, the better it would be for the possessor. In a nutshell, the world war one placed an insatiable thirst for military power. In between the First and the Second World War, there was secret manufacturing of weapons and proliferation of military formulas. This fact is clearly demonstrated by the fact that the World War Two was fought with more advanced weaponry, though they were the same. For instance, the US sunk the Japanese war ships using the sub marines. In addition to this, gun fires and the airfield firing were used- but at an advanced level. The First World War was also fought on issues that were serious such as the military race. Yet, after the conclusion of the Great War, the were no international efforts to deal with weapons and global safety. The League of Nations and president Woodrow Wilsons 14 Points were noble attempts at global peace but these lacked stringent instruments of coercion , and thus leaving loopholes for further manufacturing of weapons. During World War One, America did not appear to have the atomic bomb it used to bomb Hiroshima and Nagasaki since it never used them. Even the tactics that were used to lure or provoke other nations into war in the Great War are the same ones that were used in the Second World War. The Nazi Germany had again provoked the US through cartoons, and by declaring war on US. Japan also attacked China that was neutral, with a high population also being US citizens. Competitive interests were real in the sense that japan and America were both interested in the Pacific (Lesaffer, pp. 400). Factors that led to the collapse of the Post World War 1 Institutions. The institutions of the World War One failed because of the financial constraints that existed in the US ( and other parts of the world), otherwise known as the Great Depression. This is chiefly because the the First World War had huge financial impacts on the US. For instance, the loans worth 22 billion dollars   that were given to the Allies before and during World War 1, was never returned due to the fact that the Allies were also under financial distress. America also involved herself in the war during and after 1917, thereby making the mistake of shifting attention to the manufacturing of the military weapons. In some instances, some factories were transformed from the manufacturing of consumable products to the manufacturing of weapons. After the war was over, there were cases of very high demand for consumables, compared to their distribution. Financial institutions fell after the war because, in order to reverse the financial distress, these institutions gave out high risks loans to the farmers, business men and to the soldiers who had returned from the war. Most of these loans were never recovered, and thus exposing the institutions to bankruptcy. The matters were made worse by the nation wide drought which mostly affected the Mid West farmer. Given that the drought was so severe, the farmers were left with no crops to sell, against debts to pay (the loans). The drought also caused more financial constraints stemming from dearth in food supply. The US government also tried to reverse the situation around by instituting high tariffs to protect businesses. However, the US multinational corporations that specialized in foreign trade were left to suffer more setbacks at the hands of high tariffs. In the same wavelength, Some of these financial firms such as banks and cooperatives were not insured against bad debts- an issue that was further aggravated by the fact that the majority of these loans were not paid back (Ungvary, pp.450). The dangers of Allied Reparations against Germans. The German Reparation Program was carried out in the Inter war period, facilitated by   conferences such as the Paris Peace Conference in 1919, and were branded the Economic Consequences for Peace. The danger of the Allied Reparation against Germany was that it could lead Germany into a massive case of economic doldrums. This is because, the program was too laborious in a financial sense, given the fact that it was to be fulfilled by Germany in three phases, also known as the bonds. The Bond A meant Germany making the restitution for the direct damages that had been caused in the course of the war. Bond B was supposed to facilitate the issuance of financial provision to the allies, while Bond C was to ensure that Germany facilitated rigorously, the economic recovery of the states she considered enemies (Stabler, pp. 200). The glaring fact of this undertaking being so dangerous is seen in the fact that the Allies came up with the Sovereign Debt Theory to ensure that Germany paid in full for the reparations. Otherwise, this concept allowed the imposition of sanctions and embargoes against Germany if she defaulted payment. Therefore, the dangers that the Allied Reparation policy posed against Germany included, the high likelihood that since this bill was too high for Germany, it would therefore cause Germany to undergo economic depression, political instabilities, hunger and the return of militarism. Others who looked into this matter with a cool head saw in this, an artifice to debilitate Germany both economically and militarily. This was especially true by the fact that among the Reparation orders, Inspection orders were also included to monitor the, manufacturing of arms in Germany. To this end, Germany was susceptible to loosing some geographical territories which were very rich in minerals, such as the Alsace Loraine. It is an obvious case that a country with a plummeted territory and inundated budget will definitely be very weak. Another fear a part from the two, was that Germany in defiance to these draconian measures, would resort to another war. However, it is true to state that the overall go al in this affair was to contain the strength of Germany. Realization of the fears of the Reparations. Fears were realized about Germany losing some political and military weight. For instance, Germany had her Ruhr District occupied by Belgium and France, upon having defaulted the payment in 1922. However, this was more temporal than permanent. Therefore, there is lucidity in saying that these fears were realized but not in full. This was because Germany also had immense economics knowledge which was displayed when she chose to disperse these burdens by making credit payment. On the other hand however, Germany experienced internecine communist insurrections, thus, threatening its political cohesion. Albeit, it seems as if the Allies were not so successful in exterminating their fears by trying to debilitate Germany since Germany sill had the military might which it displayed well by being the antagonist to America in the course of Word War Two. Failures of Wilsons Fourteen point. The Fourteen Points were crafted by Woodrow Wilson and delivered in speech to a United States congress joint session on January 8th 1918, with a dominant aim of ensuring that the war in Europe was   fought with a just cause. Although Europe welcomed the Fourteen Points, Woodrows Allied colleagues such as Lloyd George, Clemenceau and Orlando held reservations towards the proposition, citing some loopholes. For instance, Wilsons Freedom of the seas was not going to auger well with many nations given the fact that the World War One was sill in progress. Even after the conclusion of the Great War, there was still acrimony among nations which was evident in some nations wanting to cut down the powers of other nations that were considered as being too strong. It is to this end teat instead of the adoption of the Freedom of the sea concept, nations resorted to the Reparation policies as a way of diffusing diplomatic tension. The concept of the Freedom of the seas, although crafted and proposed out of good will, yet portrayed pitfalls since at that time (1918), any nation that would adapt it, would be very vulnerable to external attacks via the sea. The concept of Free trade also does not auger well with the Least Developed Countries (the LDCs) since it facilitates the global transfer of capital from one country to the other through the open or free market. This leaves the LDCs who are less developed shortchanged since the LDCs compete with the developed economies who due to industrialization, have much superior products. These superior products invade and flood the markets of the LDCs making the products of the LDCs lack market. Consequently this frustrates the industrialization process of the LDCs. However, the Fourteen Points also did well since it catalyzed the conclusion of the Great War when the German imperial, Maximilian of baden in 1918 came across the Fourteen Points and decided to call off the war. It is also out of the Fourteen Points that the League of Nations was formed as the United Nation in embryo. Propositions such as Freedom of the seas and equality of trade have brought about foreign trade, while the concept of open mindedness have also promoted democracy.

Weighing the Aggravating and Mitigating Factors

Weighing the Aggravating and Mitigating Factors When deciding the sentencing for a defendant who has been found guilty, jurors and the judge in most states are asked to weigh the aggravating and mitigating circumstances of the case. The weighing of aggravating and mitigating factors is most often used in connection with the penalty phase of capital murder cases, when the jury is deciding the life or death of the defendant, but the same principle applies to many different cases, such as driving under the influence cases. Aggravating Factors Aggravating factors are any relevant circumstances, supported by the evidence presented during the trial, that makes the harshest penalty appropriate, in the judgment of the jurors or judge. Mitigating Factors Mitigating factors are any evidence presented regarding the defendants character or the circumstances of the crime, which would cause a juror or judge to vote for a lesser sentence. The Weighing of Aggravating and Mitigating Factors Each state has its own laws regarding how jurors are instructed to weigh aggravating and mitigating circumstances. In California, for example, these are the aggravating and mitigating factors a jury can consider: The circumstances of the crime and the existence of special circumstances. Example: A jury might consider the special circumstances of a defendant that was charged with driving while intoxicated on the day that he received divorce papers and was fired from a company where he had been employed for 25 years and he had no previous criminal record. The presence or absence of violent criminal activity by the defendant. Example: The defendant broke into a home and the family inside the home woke up. The teenager in the family attacked the defendant, and instead of attacking back the defendant calmed the teen down and led him to his parents for reassurance, and then he left their home. The presence or absence of any prior felony convictions. Example: A defendant found guilty of shoplifting an expensive television might be given a lesser sentence if he had no criminal record. Whether the crime was committed while the defendant was under the influence of extreme mental or emotional disorder. Example: A woman was found guilty of assault after attacking a stranger, however, it was discovered that she was on new medication for depression which had a possible side effect of patients exhibiting unexplained and unprovoked violent behavior. Whether the victim was a participant in the defendants homicidal conduct or consented to the killing. Example: The victim hired the defendant to blow up his house for the insurance premiums, but he failed to leave the house at the time the two agreed on. When the bomb exploded the victim was inside the house, resulting in his death.   Whether the crime was committed under circumstances which the defendant reasonably believed to be a moral justification or extenuation for his conduct. Example: A defendant guilty of stealing a specific drug from a drugstore, but could prove that he did it because he needed it to save his childs life and could not afford to buy the medicine. Whether the defendant acted under extreme duress or under the substantial domination of another person. Example: A woman found guilty of child abuse suffered years of extreme abuse from her dominating husband and did not immediately report him for abusing their child. Whether at the time of the crime the capacity of the defendant to appreciate the criminality of his conduct or to conform his conduct to the requirements of the law was impaired as a result of mental disease or defect, or the affects of intoxication. Example: It would likely be a mitigating factor if the defendant suffered from dementia. The age of the defendant at the time of the crime. Example: A woman found guilty of severely injuring people when, in the 1970s as an act of political protest, she (who was 16 years old at the time) and others set off a bomb in an office building that they believed was empty. She was never caught but turned herself in for the crime in 2015. For the past 40 years, she was law abiding, had married and was the mother of three children, and was active in her community and in her church. Whether the defendant was an accomplice to the crime and their participation was relatively minor. Example: A defendant was found guilty of being an accomplice in a breaking and entering case after it was learned that he mentioned to the co-defendants that the people who owned the home were away on vacation. He did not participate in actually breaking into the home. Any other circumstance which extenuates the gravity of the crime even though it is not a legal excuse for the crime. Example: A male teen, 16 years old, shot and killed his abusive step-father after finding him in the act of sexually molesting his 9-year-old sister. Not All Circumstances are Mitigating A good defense attorney will use all relevant facts, no matter how minor, that could help the defendant during the sentencing phase of the trial. It is up to a jury or judge to decide which facts to consider before deciding on the sentence. However, there are some circumstances that do not warrant consideration. For example, one jury might reject a lawyer presenting the mitigating factor that a college student found guilty of multiple charges of  date rape would not be able to finish college if he went to prison. Or, for example, that a man found guilty of murder would have a hard time in prison because of his small size. Those are circumstances, but ones that the defendants should have considered before committing the crimes. Unanimous Decision In death penalty cases, each juror individually and/or the judge must weigh the circumstances and decide whether the defendant is sentenced to death or life in prison. In order to sentence a defendant to death, a jury must return a unanimous decision. The jury does not have to return a unanimous decision to recommend life in prison. If any one juror votes against the death penalty, the jury must return a recommendation for the lesser sentence.

Quotes By Congesswoman Shirley Chisholm

Quotes By Congesswoman Shirley Chisholm Shirley Chisholm was the first black woman to serve in the United States Congress. An early education expert, Shirley Chisholm was elected to the New York Legislature in 1964 and to Congress in 1968, where she was a founding member of both the Congressional Black Caucus and the National Womens Political Caucus. She ran for president in 1972, winning 152 delegates in the Democratic primary but losing the partys nomination to George McGovern. Shirley Chisholm served in Congress until 1983. During her congressional career, Shirley Chisholm was noted for her support for womens rights, her advocacy of legislation to benefit those in poverty, and her opposition to the Vietnam war. Selected Shirley Chisholm Quotations I was the first American citizen to be elected to Congress in spite of the double drawbacks of being female and having skin darkened by melanin. When you put it that way, it sounds like a foolish reason for fame. In a just and free society it would be foolish. That I am a national figure because I was the first person in 192 years to be at once a congressman, black and a woman proves, I think, that our society is not yet either just or free. I want history to remember me not just as the first black woman to be elected to Congress, not as the first black woman to have made a bid for the presidency of the United States, but as a black woman who lived in the 20th century and dared to be herself. Of my two handicaps being female put more obstacles in my path than being black. Ive always met more discrimination being a woman than being black. My God, what do we want? What does any human being want? Take away an accident of pigmentation of a thin layer of our outer skin and there is no difference between me and anyone else. All we want is for that trivial difference to make no difference. Racism is so universal in this country, so widespread and deep-seated, that it is invisible because it is so normal. We Americans have a chance to become someday a nation in which all racial stocks and classes can exist in their own selfhoods, but meet on a basis of respect and equality and live together, socially, economically, and politically. In the end, anti-black, anti-female, and all forms of discrimination are equivalent to the same thing - anti-humanism. My greatest political asset, which professional politicians fear, is my mouth, out of which come all kinds of things one shouldnt always discuss for reasons of political expediency. The United States was said not to be ready to elect a Catholic to the Presidency when Al Smith ran in the 1920s. But Smiths nomination may have helped pave the way for the successful campaign John F. Kennedy waged in 1960. Who can tell? What I hope most is that now there will be others who will feel themselves as capable of running for high political office as any wealthy, good-looking white male. At present, our country needs womens idealism and determination, perhaps more in politics than anywhere else. I am, was, and always will be a catalyst for change. There is little place in the political scheme of things for an independent, creative personality, for a fighter. Anyone who takes that role must pay a price. One distressing thing is the way men react to women who assert their equality: their ultimate weapon is to call them unfeminine. They think she is anti-male; they even whisper that shes probably a lesbian. ... rhetoric never won a revolution yet. Prejudice against blacks is becoming unacceptable although it will take years to eliminate it. But it is doomed because, slowly, white America is beginning to admit that it exists. Prejudice against women is still acceptable. There is very little understanding yet of the immorality involved in double pay scales and the classification of most of the better jobs as for men only. (1969) Tremendous amounts of talent are being lost to our society just because that talent wears a skirt. Service is the rent we pay for the privilege of living on this earth. (attributed to Chisholm; some sources attributed to Marian Wright Edelman) I am not anti-white, because I understand that white people, like black ones, are victims of a racist society. They are products of their time and place. The emotional, sexual, and psychological stereotyping of females begins when the doctor says, Its a girl. When morality comes up against profit, it is seldom profit that loses. To label family planning and legal abortion programs genocide is male rhetoric, for male ears. Which is more like genocide, I have asked some of my black brothers this, the way things are, or the conditions I am fighting for in which the full range of family planning services is available to women of all classes and colors, starting with effective contraception and extending to safe, legal terminations of undesired pregnancies at a price they can afford? Women know, and so do many men, that two or three children who are wanted, prepared for, reared amid love and stability, and educated to the limit of their ability will mean more for the future of the black and brown races from which they come than any number of neglected, hungry, ill-housed and ill-clothed youngsters. Pride in ones race, as will simple humanity, supports this view. It is not heroin or cocaine that makes one an addict, it is the need to escape from a harsh reality. There are more television addicts, more baseball and football addicts, more movie addicts, and certainly more alcohol addicts in this country than there are narcotics addicts. Sources Chisholm, Shirley. The Good Fight. Harper Collins, 1973. Chisholm, Shirley. Unbought and Unbossed. Houghton Mifflin Harcourt, 1970. Vaidyanathan, Rajini. Before Hillary Clinton, there was Shirley Chisholm. BBC, 26 January 2016, https://www.bbc.com/news/magazine-35057641. Winslow, Barbara. Shirley Chisholm: Catalyst for Change. Routledge, 2013.

Exercise 5.3 and 5.4 Assignment Example | Topics and Well Written Essays - 500 words

Exercise 5.3 and 5.4 - Assignment Example He said that many drivers had removed their winter snow tires and the dusting was enough to create conditions in which cars slid off the road.                   A call to the National Weather Service at Fargos Hector International airport also yielded that a narrow band of storm clouds rolled across central North Dakota, dumping just a tenth of an inch of snow. The NWS spokesperson Todd Drizzle said, â€Å"We got a bit more than we expected," adding that forecasters had expected "mere flurries." D. B. Dotty, 124 W. Breedlaw Road, who also witnessed the accident, testified that the ground froze fast the previous night to near zero. â€Å"The concrete was so cold this morning that instead of melting, the snow turned to ice. Nobody expected it. It got slick all of a sudden," She said. When I arrived there, motorists had fled the scene of the accident and backed up half a mile on both sides of the scene. Responding also to the accident were a water-tanker truck, a paramedics unit, a rescue squad, two fire engines, state and county troopers and a tow truck. The other car driver John Washburn, a 22-year-old undergraduate at North Dakota State University, was unhurt after driving his white Geo Metro into a mailbox on Poplar Avenue. Mr.Washbum regretted having pulled off his snow tires the previous week. â€Å"I guess Ill wait a few more weeks next year. Sure stinks to get stuck in the snow," he said. A police spokesperson observed that most of the 60 accidents occurred between 9 a.m. and 1 p.m. Melinda Frades, a 69-year-old woman has lost to fire a home and small barn at 384 Serramonte Ave. The estimated value of the property was $1.2 million. The fire began at about 4 p.m. at the bottom of a hill near the highway and spread up to the top, where it reached the single-story ranch-style house. According to Woodside Fire Capt. Jan Spiegel, it looked like it might have been something somebody threw from a car, although this is yet to be

A Closer Look on the Religious Liberty in the United States Essay

A Closer Look on the Religious Liberty in the United States - Essay Example The primary focus of this discussion is the free exercise clause and the establishment clause of the amendment. Several scholars had provided different positions regarding the amendment of the constitution and its practical and legal ramifications. Some scholars have highlighted the pitfalls of the implementation of the free exercise clause since it has been used by some individuals as shield against the law by using the notion of religious liberty as cover to their practices that is deemed by others as a criminal activity. Other scholars also suggest that religious liberty is an impossible ideal, targeting the lack of a concrete definition of what a religion is. In order to gain a broader knowledge on the concept of religious liberty as well as to develop a more in-depth understanding on the first amendment, the above said positions will be examined through the course of this paper. According to the Religious Liberty in American Law, the relation of religion and law in the United St ates may be summarized as follows; the government cannot establish a religion or church under the law, the people have the freedom of conscience in matters of religious belief and worship, citizens cannot be discriminated or be subjected to any form of legal preference based on different forms of religion (Bates 538). The citizens cannot be compelled to join any religious worship as well as contribute money in support to the religious institution, Public funds of any state may not be used or appropriated for the support of any religious organization, Religious tests cannon be established as a requirement to hold a public position, to have the right to vote, to be a juror or a witness in court proceedings and for any state policies and functions. The civil rights of a person cannot be reduced or altered based on his religious views and beliefs. All forms of religious beliefs are also given equal protection under the law. The law also states that everyone is guaranteed of religious li berty as long as it does not interfere with peace, good order, and the morals of society. Separation of the church and state, in terms of civil and ecclesiastical functions, is also stated in the first amendment (539). With the understanding of the provisions of the law, the first position may be addressed through the use of past court orders made for cases that involved the concept of religious freedom. The limitations of religious liberty can also be addressed through the examples. According to Chester Antinaeu (221), the freedom of religion provides individual a preferred position in the hierarchy of socio-legal values though it is not absolute. Based on the proposition of Justice Black, a well-organized society cannot allow any individual to make a final decision on everything that he will do or not do that is free from his liabilities to the state. Thus individuals that practice their religious freedom are still subjected to conduct themselves to abide obediently to the laws of the state that are designed to protect the welfare of the society from any form of threats to danger. Thus for societies that are politically organized such as the United States, the judiciary department carries the burden of delimiting the fundamental freedoms that are given to its citizens (221). Historical jurisprudence had been a key guide in determining the limits of the religious freedom. On the early years of the law, an accused claimed that by the virtue of his religious freedom, he was exempted from the statute of the state that forbids polygamy. This may be a norm the members of the Jesus of Latter Day Saints in practicing their

Sonnys Blues Essay Example for Free

Sonnys Blues Essay James Baldwins fictional story, Sonnys Blues, is a short tale between two brothers who grew up in Harlem a place where drugs are known to destroy lives of many young people. The narrators brother, Sonny, is one of those young people addicted to drugs and the narrator got the news that his brother was imprisoned for illegal possession of heroin. Even though the narrator became worried about his brothers bleak future because of drug addiction, the narrator did not reconcile with his brother until the death of his daughter. With this turn of events, the narrator reunited with his brother through letters and finally upon Sonnys freedom from prison. The narrator remembered his mothers last will for him to take care and look after his younger brother, which he was not able to do. This memory and their conversations helped the narrator understand Sonnys perception of life. Even though he and Sonny were very different, the narrator finally understood Sonny as he played his jazz music that described his deep emotions and blues (Baldwin 1-25). Character The narrator is Sonnys unnamed older brother who is a high school teacher in Harlem. His character is very much the opposite of Sonnys. Despite the more common ill-fated living in Harlem, the narrator is a successful man as shown in his occupation and family. However, he is a failure in terms of looking after his brother as his mother had wished before death. On the other hand, Sonny is a musically inclined person who resorted to drugs in order to keep himself from being overwhelmed by the suffering in his surroundings. His contrasting personality from his brother also built the gap and separation between them. Unlike his brother, Sonny was not able effectively cope with his situation that led to his faulty decisions in life. However, all his angsts, angers, and other deep emotions were expressed passionately through his music. Theme The theme of the fictional story revolved around the concept of love between brothers. The narrator and Sonny are brothers who were separated by their differences. However, the meaning of the story tells the readers that no matter how different brothers are, they are obligated to love each other. This can be shown by supporting and understanding each other and seeing through their differences. Brotherly love is also illustrated by not killing the hope that a misguided or misled brother can find his way back, in this case, through Sonnys music. Conflict, Crisis, Resolution The conflict in the story revolved around the narrators doubt about Sonnys capacity for change. Many times over, the narrator did not trust that Sonny can change for the better, hence he did not put much effort in understanding his brother. Even though the narrator did not explicitly show this, Sonny was able to feel the doubt from the narrator and other people around him though he did not express his feelings. The turning point that bridged the gap between the two brothers was when the narrator remembered his promise to his mother to look after his brother. Hence, when Sonny poured out his feelings in his music, the narrator was finally able to understand and accept his brother. Point of View The story is told in the first person through the point of view of the narrator who is a main character in the story. The narrator is the older brother of Sonny who began narrating the story by saying, â€Å"I read about it in the paper, in the subway, on my way to work. I read it, and I couldnt believe it, and I read it again† (Baldwin 1). The use of the first person, I, suggests that the focus of telling the story is through the eyes of the narrator. This means that all revelations and emotions are told to the readers as the narrator perceives them from other characters. Works Cited Baldwin, James. â€Å"Sonnys Blues†. Web. 6 July 2010

Is LEED a Worthwhile Investment for Today’s Environmentally Savvy Devel

Is LEED a Worthwhile Investment for Today’s Environmentally Savvy Developer? What is Wrong with the Environment It should not be a surprise to anyone that landfills around the world are filling up. The North American lifestyle is one to which the majority of the undeveloped world aspires. Such a lifestyle is, however, completely unsustainable, today, in terms of greenhouse gas emissions, non-renewable resource consumption, and non-biodegradable waste production, let alone in the future as other countries become developed. As some of the second and third world nations such as China and India quickly jump toward production levels that match those of the developed world this epidemic is destined to worsen. Thus, many different groups have stepped in to develop plans and programs to curb the destruction of our wonderful planet. One of these programs that focus specifically on the construction industry is the Leadership in Energy and Environmental Design Green Building Rating System (LEED). This program is designed to create awareness and try to decrease the environmental degradation created from c onstruction and demolition. When and How Did LEED begin? This program was designed in 1998 by a government funded organization called the United States Green Building Council. This program was created to generate incentive for environmentally friendly contractors and architects to continue pursuing the implementation of environmentally friendly building practices. Soon, that guide became the leading green construction guide in the United States. As commonly occurs when an idea gains acceptance in the American market, there soon became a demand for a Canadian version of that same guide. The American guide was adopted and aug... ...r Toxic Substances and Disease Registry, Benzene, found on April 12, 2007, http://www.atsdr.cdc.gov/mhmi/mmg3.html †¢ http://oce.ncran.gc.ca/newbuildings.cbip.cfm †¢ Canadian Green Building Council, LEED Certified Projects in Canada – Complete Listing, Retrieved April 7, 2007, http://www.cagbc.org/uploads/LEED_Certified_Projects_in_Canada_Updated_070226.p df †¢ Dauncey, Guy. LEEDing the Way; Alternatives Journal, Nov/Dec2004, Vol. 30 Issue 5 http://web.ebscohost.com.login.ezproxy.library.ualberta.ca/ehost/pdf?vid=5&hid=19&sid =323f957c-9796-40e2-a7cd-8a3a5bf34e6f%40sessionmgr2 †¢ Recycle Steel.com http://www.recycle-steel.org/PDFs/2005Graphs.pdf †¢ Terri Meyer Boake, Caroline Prochazka. LEED: A Primer, 2007 from Academic Search Premier †¢ Mark Gorgolewski. â€Å"The Implications of Reuse and Recycling for the Design of Steel Buildings† from Academic Search Premier

Godiva Hong Marketing Plan

Marketing Plan for GODIVA HONG in the Netherlands GODIVA HONG Chocolate therapy   Introduction This report consists of a situational analysis and a potential market analysis of Godiva Hong. This report is prepared by the RBS Marketing Consulting Firm. RBS is the only authorized marketing strategic partner of GODIVA in Europe.The purpose of this report is to attain insight into the success-increasing factors (strengths) and the value-decreasing (weaknesses) factors of introducing Godiva Hong to the Netherlands, and produce a feasible marketing strategy with which the product can be introduced. The analysis is done with the help of a SWOT-analysis. The market environment consists of both the macro environment and the micro environment. The structure of this marketing plan is based partly on the structure presented in Export business plan The Netherlands (2009). 2] Other academic books referenced for this report’s structure and data will be stated in the reference. 1. Profile 1 . Company Profile The Godiva Company was founded in Belgium in 1926 for the production and retail confectionary products. The company was founded by Joseph Draps and was named after Lady Godiva; â€Å"a woman of great generosity and beauty left an indelible impression upon the people she reigned over in Coventry† (Godiva: 2012). [3] Since its inception the company has kept to its tradition of making chocolates with â€Å"a unique formula of rich chocolate with unparalleled smoothness† (Godiva: 2012). 3] The company has maintained its image of confectionery excellence by paying careful attention to quality, innovation and design, evidence of the latter can be seen through their exquisite European-style gold ballotins and handcrafted seasonal packaging. Till date the company owns and operates over 450 retail shops and boutiques worldwide and issues out six seasonal mail order catalogs yearly (Godiva: 2012). [3] 2. Company Product Godiva offers a wide range of products fr om chocolate assortments and truffles; chocolate bars; chocolate treats; biscuits, coffee, and cocoa; dark, milk, and white chocolate gifts to baked desserts.The company just recently started producing a line of cocktails called Godiva Liqueur (Godiva: 2012). [3] The company Godiva, plan on introducing a new line of chocolates onto the Dutch market in 2012. The new product is called Godiva Hong. The product is a special blend of Chinese red bean paste with a rich dark chocolate coating. The product seeks to blend the traditional exquisite look, smell and delicious taste of Godiva chocolates with an equally tasty red bean paste that has health benefits. The name â€Å"Hong† was given to give the product an oriental feel. Hong means red in Chinese and the color symbolizes luxury and joy. 3.Company Mission â€Å"A passion for innovation and luxury combined with a truly memorable experience contained in each mouthful has made Godiva legendary. † (Godiva 2012) [3] 2. DESTEP analysis 1. Demographic Analysis: According to CBS, the Netherlands is the 27th most densely populated country in the world. The 16 million Dutch men and women are concentrated on an area of 41, 52 km?. This means that the country has a population density of 397 per km?. The emigration rate in the Netherlands is high, for this reason the population growth is expected to decrease while the aging of the population is expected to increase. Education levelAccording to the OECD Health data, the Netherlands has a relatively the high education rate compared to other countries in Europe. 21 % of the educated population has university degrees. Eating and buying habits Dutch consumers have diverging eating and buying habits, consumers are paying more and more attention to having a healthier lifestyle. They are eating healthier, exercising more and as a result of globalization are welcoming healthy foods and trends from other cultures (Terry B. , 2012) 2. Economic Analysis. The economical str ucture of The Netherlands is characterized as open, outward-looking and thinking out of the box.The Dutch economy has a strong international focus, as the Netherlands is one of the European Union's most dynamic centers of trade and industry. Owing largely to its favorable location by the North Sea, it plays a key role as a main port and distribution centre for companies operating worldwide. Amsterdam's Schiphol Airport is one of the largest airports in Europe. For these reasons the Netherlands is often called, the Gateway to Europe. (Diane L. , 2011). [3]On the other hand economic growth declined in by 0. 9% in the 4th quarter of 2008. According to CBS, the economy declined a further 3. 50 % in 2009 and another 0. 5 % in 2010. (Svend H. , 2008) Purchasing power In figure 1 shows a chart of consumer purchasing power in the Netherlands. It can be observed from this chart that before the recession consumers had a high purchasing power. (Terry B. , 2011) Fig. 1 Purchasing power of consu mers in the Netherlands | |Purchasing Power developments | |Periods |% | |2004 ~ 2005 |-0. | |2005 ~ 2006 |3 | |2006 ~ 2007 |3. 1 | |2007 ~ 2008 |0. 3 | |2008 ~ 2009 |1. | |CBS, 7-12-2009 | | 3. Social and environmental Analysis Dutch people are open-minded; they are adaptable and welcome or often embrace new cultures from all over the world. (Diane L. , 2011). [2]Majority of the people in the Netherlands speak English and more often than not other European languages. Dutch people tend to be very private; this however does not mean they are not welcoming simply value their privacy and respecting the privacy of others.The Dutch are also not known for their display of wealth for this reason it is very hard to distinguish between the well to do and poor in the Dutch society. 4. Technological Analysis Modern technology has been a major cause of the change in living standards in most countries. The Netherlands like many other developed countries has taken full advantage of this phenomeno n to create a seemingly comfortable life for its citizens. One of the key tools that have played a monumental part in this transformation has been the internet.Since the creation of the World Wide Web in the early 1990s, the Internet has been transformed from a mere communication tool into an undeniably incredible technology. The internet has since single handedly managed to revolutionize the way communication, business is done in today’s world. Since its inception, many tools have been developed to enable the conduction of business through the internet; one of which is e-commerce. E-commerce is a collective term used to describe the various methods of making online payments. E-commerce makes trading convenient and substantially reduces the costs involved in making trades. . Ecological Analysis The ecological rules for doing business in the Netherlands have been tightened in recent years; environmental health and safety have become very important. Businesses that wish to oper ate in the Netherlands have to adhere to these strict rules (HACCP rules) or face sanctions and fines. The ISO standard was introduced in the Netherlands in 2005. The ISO standards have a lot of requirements for management systems for the food industry in the Netherlands, these help to ensure safety in food chains. Alternative packagingAlternative packaging is a hot topic in the fast consuming goods industry. Paper, tinned paper, paper box and plastic box are still frequently used in chocolate industry. However, in recent years, moves have been made to replace paper with PP material, which is cheap and excellent at protecting chocolate from heat. On the other hand PP material ages easily and has a tendency to break in low temperatures. 6. Political The Dutch government is what one calls a â€Å"monarchical government†, meaning that it is not only comprised of the ministers and the state secretaries, but also the monarch, Queen Beatrix.Another term for describing this is: a co nstitutional monarchy with a parliamentary system, whereby the constitution has determined how the powers are divided between the Queen and the other institutions of the government. (Holland Handbook, 2011) [2] The cabinet’s responsibilities are: preparing and implementing legislation, overseeing the local government, carrying out the day-to-day business of government and maintaining international relationship. There are two houses (the Lower House and the Upper House) in the Parliament.The Lower House is elected directly by people and the Upper House are elected by the members of the provincial councils. The two Houses of Parliament have been given 4 rights: the right to set a budget; the right of interpellation; the right to put questions to ministers and state secretaries; and the right of inquiry. Furthermore, the Lower House has been given two additional rights: the right of amendment and the right to propose legislation. (Holland Handbook, 2011)[2] The Netherlands not o nly has a central government, but also provincial and municipal government and the water boards.The central government is responsible for national interest. The provincial government concerns social work, cultural events, environmental management, energy and sports. The municipal governments occupies traffic, housing, social services, health care, water supply, education and recreation. In order to secure these activities, the provincial government and the municipal government receive fund from the central government and levy tax. The aspect is deserve to be noticed before launching a marketing plan is the Netherlands operates the same taxation system as all European countries.Currently, the standard VAT rate is EU is 19% with a reduced rate of 6% only applying for certain goods and Service. (Government Profile: 2011) Upon business-based aspect of Dutch politics, a change of government does not usually impact domestic and international business dramatically. All in all, the Netherla nds, as a the gateway to Europe, the government protects and supports its development by emphasizing strongly on tax law, health, labor, company , commercial, civil, environment and intellectual property matters. 3. Competitive Analysis-Applying Porter’s five forces . 1 Threat of new entrants The threat of new entrants to Godiva can be analyzed from the following aspects: Supply-side economies of scale; Godiva chocolates are produced in Belgium and the USA to satisfy demand worldwide. However, the company’s products which are specialty goods are not produced on a large scale, this results in the fixed costs per unit being relatively high. A new entrant could use this to their advantage by producing relatively more and competing on price. Capital requirement; a large sum of money is needed to establish a complete producing line.A new entrant will have to fund, fixed costs such as factory and machines, variable costs such as raw material, labor force, and advertisements. In addition, chocolate distribution is not easy. Special considerations like the temperature, and damage during transportation, will need to be taken into consideration. This will demand more requirements from a Third Part Logistics provider which will result in a high distribution fee. When all these factors are considered, the threat of new entrants to Godiva is not high. 3. 2 Bargaining power of suppliers The bargaining power of Godiva’s supplier is high.The reasons are numerous. The key raw material for the production of chocolates is cocoa beans; these are grown in South America, Africa, and Middle East Asia. However, Godiva uses only high quality cocoa beans in the production of its chocolates and these are hard to come by, so once a supplier is selected, a corporative relationship is cultivated in order to maintain a long business relationship. The bargaining power of raw material supplier is therefore high; since the supplier can easily decide to sell his cocoa beans to Godiva’s competitors. 3. 3 Bargaining power of buyersThe diversity and highly differentiated chocolate products of Godiva keep the bargaining power of customer at a low level. As one of the most famous Belgian chocolate producers with loyal customers worldwide, when buyers think of buying chocolate with wonderful flavors and elegant packaging, they think Godiva. Same as Victoria’s secret and Starbucks, Godiva mainly focus on creating surprise, passion, and excitement around its brand (Philip Kotler, 2008). [9] It is also difficult for buyers to integrate forwards into Godiva due to its special handmade product line.The bargaining power of buyers is therefore low. 3. 4 Threat of substitutes Although current market full of hundreds of chocolate producers with very competitive products, Godiva still has a stable market share. Godiva achieved this by positioning its self away from mass markets and associating its brand with other luxury brands like Armani Exchange, Vic toria’s secret, Bose, Tiffany & Co, Coach, and so on. These companies share common characteristics, such as portrayal of desirable luxury in their product design or taste and their high, but not too expensive price range.Godiva does not consider mass market products like Mars and Snickers its substitutes but rather luxury gift items like champagne, expensive jewelry or products from other high-end chocolate brands like Guylian, Neuhaus, and Leonidas, when these other product are considered the potential threat is high. 3. 5 Industry competitors The industry competitors at the same level as Godiva are few. However, Godiva’s product assortments are more deeply differentiated than that of the others. The cost of switching from other brands to Godiva for a customer is relatively low.Godiva spreads its fixed costs per unit by producing large quantities compared to its competitors; because of this Godiva’s prices have remained competitive. In addition, Godiva has over 450 special stores and more than 1000 retail shops, which have already taken up a sizeable market share. All these factors considered makes Godiva’s, exit barrier relatively low. However, rivalry is expected to intensify when competitors launch marketing strategies such as price changing, publishing new products, and improving customer service.Especially during special holidays like Easter, each company will launch new product to attract more market segments. 4. Competitor’s analysis Among the competitor’s list, the strong competitors of Godiva in the Netherlands are: Neuhaus, Leonidas and Guylian 1. Competitor one: Guylian Guylian chocolates are sold in over 100 countries across Europe, Asia, Australia and America. It is one of the top ten best selling boxed chocolate brands, and often seen on  Valentine’s day, Mother's day, Easter, Christmas and other popular holidays. 17] Products: Guylian's chocolates range includes the world famous chocolate Sea S hells, truffles, assorted pralines, bars and many other gourmet creations. All made in  Belgium with the finest Belgian chocolate. Strengths: †¢ Strong brand names; †¢ High quality chocolate made by pure cocoa butter; †¢ Highly distinctive chocolate like Sea shells and sea horse, sugar-free dark chocolate ; †¢ Available in most major high street retailers, including supermarkets, hypermarkets, department stores, specialty food stores, petrol stations, duty free shops. Weaknesses online-shop are not available Marketing strategy: †¢ Constantly launching new accessories to meet customer’s special requirement. Special holidays, for instance, Guylian designed new greeting cards and chocolate boxes to enrich their product display. †¢ Enhance product line by producing luxury sea shells and sea horse chocolate. †¢ Enhance public realization through taking part in different product exhibitions and social activities. 4. 2 Competitor two: Neuhaus The Neuhaus group is an independent manufacturer of pralines and other chocolate delicacies in the luxury chocolate sector.It is established in over 50 countries with 1500 sales outlets. [10] Products: Neuhaus’s chocolate products consist of Pralines, Ice Cream, Confectionery, Boxes, and other chocolate. Strengths: †¢ Very strong brand name which has over 100 years Belgium Royal chocolate; †¢ Deeply differentiated product line; Concentrated on their core products; †¢ Neuhaus products are available in many boutiques, department stores, shopping centers, airports and online-shopping center. †¢ Favorable access to distribution networks; Well organized online customer service Weakness: †¢ Fewer specialty stores in the Netherlands. †¢ Price is comparatively high. †¢ Niche market share Marketing Strategy: †¢ Focus on their core business; †¢ Special customer service: offer corporate discounts starting for order of $1000 or above; Provide fre e customize gift card with logo ; †¢ Use newsletter to receive customer’s feedback and improve their products. Guarantee customer’s buying chocolate will be delivered next morning. 4. 3 Competitor three: LeonidasLeonidas is a world-renowned chocolate maker. It is famous for its freshness, generosity and traditional taste. It’s selling over 100 different kinds of Belgian chocolate through 1,400 outlets around the world. [11] Product: Butter cream chocolates; Special cream chocolates; Ganache chocolates; candied fruit; Marzipan; Liqueur cream chocolates; Cream caramel chocolates; Pralines; Plain chocolate Strengths †¢ Clarify assortment of products according to ingredients, design, occasions and taste. †¢ Good reputation among customers With 250 specialty stores in the Netherlands, customers can buy their products at any city †¢ Price is acceptable even for personal consumption Weaknesses †¢ Online shop is not available; †¢ European m arket too saturated Marketing Strategy †¢ Launched a new premium product line â€Å"L†, smaller and more refined chocolate, similar to Godiva’s ‘G’ collection (Chang Sub Kim, Deyeon Kim, March, 2008) †¢ Clear organization mission: A century of freshness, generosity and tradition †¢ Large number of shops to create a sense of â€Å"A word of chocolate is closer than you think† for customer . SWOT ANALYSIS | |Strengths |Weaknesses | |Environme| | | |ntal | | | | | | | | |.Efficient and effective distribution channels and | ·New taste | | |systems | | | | ·High-quality product | | | | ·Healthy product | | | |. High market share | | | |.Unique taste | | | |. Unique design | | | |. Product specialty | | | |. Existing marketing policy | | | |. High market share | | | |.New Marketing policy | | |Organizat|Opportunities |Threats | |ional | | | | | | | | | | | | | ·Expanding the market |.Substitute product | | |. Product Diversification |. Competitors | | | |. Product extension | 5. 1 Strength: Healthy product: Godiva Hong is has health benefits; according to Chinese medicine the red beans that we will used in the new chocolates have health improving effects. Scientific research has proven that the red beans are a good source of protein, soluble (and insoluble) fiber, folate (vitamin B12), magnesium, potassium and a number of other health promoting nutrients.The researchers concluded that it reduces heart attack by more than 80% [16]. According to USDA researcher Ronald Prior, red beans contain even more proanthocyanidins than blueberries, cranberries, and small beans [16]. So it is one of our most important strong points that we will be providing health with taste. High quality: Godiva is already famous for its high quality products. Godiva Hong, will offer customers the same quality in taste and exquisite design of its packaging. Godiva considers its quality as one of its strengths because it already has a satis fied amount of targeted consumers; its experience in this field becomes its strength.Efficient and effective distribution channels and systems: Godiva has a very efficient and effective distribution system. Godiva Hong can be ordered online from Godiva’s official website or other websites. It can also be ordered via telephone. Existing marketing policy: Godiva has various strategies for marketing its products. The company has its own website that has a web shop, they also have a catalogue system; their catalogs are released usually in the fall, holiday, Valentine's Day, Easter, spring, Mother's Day and summer periods. During the holidays 10 million books are circulated. Godiva's most recent data card lists 35,200 catalog buyers from the last 12 months.They are also well equipped with seasonal promotional offers and strong media coverage policy. [13] This existing marketing policy will be used to help promote Godiva Hong. Unique taste: The new product has a rich chocolate coat ing outside with traditional Godiva flavor and a red bean paste inside. It will have an aroma that evokes interest, curiosity. The product will merge the unique taste of sweetened red bean with the traditional rich taste of Godiva dark chocolates. Unique design: The packaging for Godiva Hong will be an elegantly designed bamboo box covered in red silk. In Chinese tradition the color red symbolizes warmth, passion and luxury.The design and color of our package is to stir up these feelings in our clients. The use of Chinese materials in the packets of Godiva Hong will give it a unique texture [pic] Product specialty: The color and all other materials that will be used for Godiva Hong will represent the brand’s luxury and excellence. Color, design, materials of Godiva Hong will be a perfect representative of Chinese culture also. High market share: According to the annual report of 2006 Godiva’s market share is in good position and its increasing [15]. So it is a strong p oint for the new product. Well organized Godiva boutique established its image as a luxury good; it attracts a huge amount of customer.We will make it stronger using our effective marketing policy. New Marketing policy: Godiva has media plans including image and tactical print in various magazines such as Vogue, In Style, Harper's and Vanity Fair, and also regional newspapers during the holidays. Direct mailing is done to support some product launches [13]. Exhibitions will also be organized in several shopping centers and our boutiques, free samples will be given to current customers when they visit our boutiques to buy our other well-known products. Godiva Hong will also use product placement and sponsorship to meet its objectives. 5. 2 Weakness New taste: Our main weakness is the new unfamiliar taste.This taste is familiar with Chinese people but for European people it will be a totally new taste. It is a weakness that we need to overcome by promoting this new taste in an attract ive manner: Well organized promotion, attractive packaging and designing. We will also maintain and combine the existing taste with the new product and also the same aroma so that the existing customer can identify this new product as a part of Godiva. 5. 3 Opportunities Expanding the market: After Godiva Hong has gained enough recognition with the current customers of Godiva, the target market will be expanded to include young customers (20-30) to expand our customer segment. Product Diversification:We will diversify our product portfolio in future by promoting more new taste inside Godiva chocolate. This will open an opportunity for us to enrich our market share. Product extension: In future we will look forward to extend our product to more diverse product line. We will make Ice-cream Hong, Candy Hong and more. 5. 4 Threats Substitute product: Godiva Hong is a luxury product, the company considers other luxury products like Champaign or flower bucket its substitute. The relative price and performance of these substitute products are a threat. Still we can overcome this threat by maintaining our customer oriented marketing policy. Competitors:In Netherlands competitors like Neuhaus, Leonidas and Guylian are able to cause great threat to Godiva because of their brand positioning and quality production. Still we can overcome this threat by establishing the uniqueness of the new chocolates with the new unique taste and its strong brand positioning policy. 6. Marketing Strategy 6. 1Marketing Objective 6. 1. 1 Awareness Objective In 2012, Godiva will embark on a campaign to introduce its customers in the Netherlands to a new line of oriental themed chocolates called Godiva Hong. 6. 1. 2 Sales Objectives †¢ Increase overall brand sales by 3% with the introduction of Godiva Hong by the second quarter of 2014. Widen target market for Godiva Hong by focusing mainly on young adults (ages 20 – 30) by 2016. 6. 2 Marketing Strategy Since Godiva Hong is a new product, creating awareness for it will take a front seat in the company’s promotional activities. The product will be introduced through Advertisements, Exhibitions and Social Media. The product will primarily be introduced on the company’s website and its customer catalogs. The advertising for Godiva Hong will focus on staying true to Godiva’s position as a high end chocolate brand that is unique and glamorous. The adverts will appeal to the customer’s emotions by branding the product as a luxury treat.The adverts will be telecast on all major Dutch television channels at prime times. There will also be adverts about Godiva Hong placed in luxury magazines the company already advertises in; they include Vogue, Forbes, In Style, Harper's and Vanity Fair. The company will strike a deal with KLM to distribute free samples of Godiva Hong to their first class passengers. A similar deal will be struck with some 5 star hotels in the Netherlands to put free samp les of Godiva Hong in welcome baskets. Exhibitions will also be organized in several shopping centers and our boutiques, free samples will be given to current customers when they visit our boutiques to buy our other well known products.These exhibitions will also be used to attract new customers, and will give the company the opportunity to get feedback from our customers on what they think of the new product. The sales objective will be achieved with the aid of social media. Through data and tests conducted in the past the company has managed to form a very good picture of who its current customers are. Through these tests they know demographic figures such as, 75% of our current customers are over the age of 32, 60% have children; more than 85% have completed college. They also gathered some psychographic information such as these customers love to indulge but are still health conscious.With the aid of this data, the company will communicate individually with these clients through social media (Face book, Twitter and blogs). The new product Godiva Hong will be introduced to them, as a treat with exquisite taste, the health benefits of the new product will also be emphasized while asking them questions and using their responses to improve on the marketing strategy. Godiva will also use product placement and sponsorship to meet its market expansion objectives. The company will hire the services of popular Dutch celebrities like artistes Nick and Simon by placing the new Godiva Hong in some of their videos. This strategy is to help make Godiva Hong attractive to young adults.These are the tools Godiva will use to meet its marketing objectives for Godiva Hong. The company will focus first on its current clients and when enough attention has been created on the product in that domain it will widen its target market to include young adults. 6. 3 Target market and Positioning The people of Netherlands like other European countries will continue to embrace the consu mption chocolates in search of indulgence. In recent years, chocolate consumption is being enhanced by a growing demand for healthier, higher quality products that incorporate new tastes. These circumstances in the Dutch market offer a good opportunity for confectionery products like Godiva Hong.When Godiva Hong is introduced its primary target market will be the current customers of Godiva products in the Netherlands. After the product has gained recognition and acceptance from the current flock of Godiva customers the target market will then be widened to include young adult (people between the ages of 20 and 30 who have just started working careers). Godiva Hong like all other Godiva products is an upscale luxury product, and like the other products will be positioned as such. The aim is to strengthen the products position as a high-end product that customers will be proud to buy. 7. Marketing action plan 7. 1 Description of productGodiva Hong is an oriental themed chocolate with sweetened red bean paste and a rich dark chocolate coating. Instead of traditional nut, alcohol, walnut or jam filling, GOVIDA is going to use sweetened red bean paste. It is a healthy traditional Chinese filling in Baozi, Zongzi, Yuanxiao, moon cakes and other snack. It is sweet, soft and melts smoothly in the mouth. The packaging for Godiva Hong is an elegantly designed bamboo box covered in red silk. 7. 1. 1 Product Classification Godiva already has several different product lines: chocolate assortments and truffles; chocolate bars; chocolate treats; biscuits, coffee, and cocoa; dark, milk, and white chocolate gifts; and baked desserts.Godiva Hong is a new product with a brand extension strategy that appeals to existing market. It is a new product in the chocolate collections& treats product line. In addition to chocolates, Godiva also sells truffles, coffee, cocoa, biscuits, dipped fruits and sweets, chocolate liqueur, shakes, wedding and party favors and other items arranged i n gift baskets. Godiva's signature package is the Gold Ballotin (French for â€Å"small, elegant box of chocolates†). Godiva also produces seasonal and limited-edition chocolates with special packaging for all major holidays. Godiva also has license for the production of ice cream, cheesecake, coffee pods and liqueur that comes in several chocolate-related flavors. (Godiva, 2012) 7. 1. Package Because the target market of Godiva Hong is middle and high class people, the packaging was designed to unique and elegant in order to evoke a sense of luxury. Chinese elements were added to the design in order to give an inclination to the origin of the product: †¢ On the wrapping paper or baskets, the Chinese knotting will be presented. †¢ Also environmentally friendly, materials such as bamboo will be used in the design for the packaging †¢ So our traditional package for present product line is better changed as red for main color. 7. 1. 3 Service Several special servi ces are provided as follows: †¢ Online and telephone order.Customers can order Godiva Hong online or via telephone, due to a standing contract the Godiva company has with UPS they can be assured of a timely delivery. †¢ Gift card. Beautiful gift cards and exquisitely-designed packages can be sent with every order at the customers’ request. †¢ Unique design. Customers can get involved in the production of their chocolate orders by designing the chocolate shapes themselves with the aid of our chocolate design software online. †¢ Name and blessings. Names and blessings can be carved into the chocolates or the packaging upon the customer’s request. 7. 2 Price The main purpose of price strategy is to price Godiva Hong at an acceptable level, while aiding in the promotion of the product 7. 2. 1 Pricing strategy for GodivaGodiva Hong seeks to attract customers who are willing and proud to pay a little more for high quality product. Our target customers are the current Godiva customers; mainly middle and high class people who are looking for high quality chocolates as gifts for birthday, wedding, special events and business purposes. The price of Godiva products has stayed stable over many years. This proves Godiva has a strong brand image that does not compete on price. 7. 2. 2 Pricing for Godiva Hong Godiva Hong is a new product with a brand extension strategy that appeals to existing market. So, the price of our new product will be set to meet the consistency of existing product in the chocolate collections& treats product line.Price for Godiva Hong |Beaded Easter Egg |â‚ ¬25 | |Enchanted Easter Gift Basket |â‚ ¬90 | |Signature Chocolate Truffle Assortment |â‚ ¬40 | |Gift Box |â‚ ¬30~â‚ ¬70 of different sizes | |Delights Gift Basket with Spring |â‚ ¬75 |Price for Godiva Hong and competitors (cooperation as small size gift box) |Godiva Hong |â‚ ¬40 | |Neuhaus |â‚ ¬48 | |Leonidas |â‚ ¬36 | |Guylian |â‚ ¬ 20 | [10][11][17] 7. 3 Place The main purpose of our place strategy is to choose the best distribution channels to sell Godiva Hong. 7. 3. 1 Traditional distribution channel:local malls Thanks to our existing local malls which provide maturity distribution channels, Godiva Hong can be bought wherever and whenever the customers want to purchase it. 7. 3. 2 New distribution channel: online and telephone orderIn recent years, online and telephone orders have attracted a lot of attention. According to Godiva’s last marketing report, the quantity of orders through these two new distribution channels is increasing year by year. So, it is a good choice to sell Godiva Hong also through these two new distribution channels. The customer can just log in our online order website to buy chocolate as the follow: http://www. godiva-online-store. eu/index-en. htm. Due to the contract with UPS a timely delivery is assured. Other services provided on the website are gift cards. The customers c an just buy it on the website. It has â‚ ¬30, â‚ ¬50, â‚ ¬100 different choices. 7. 3. 3 New distribution channel: co-worker websiteThe customers can also buy Godiva Hong on other websites as follows: †¢ Gift for euro †¢ Pick up flowers †¢ Gifts n ideas These website are co-operating with our company. So the customers can buy Godiva Hong from these websites when they buy some other gifts and flowers. 7. 3. 4 New distribution channel: Fashion event& business press release Godiva is co-operating with event organizers for fashion shows and business press releases. Association with these events is to aid in the extension of Godiva Hong’s the popularity as a luxury brand. Also, the patrons of these events make up our core clients so, sales could also be generated by selling Godiva Hong at these events. 7. 4. PromotionThe main purpose of our promotion strategy is to introduce Godiva Hong to existing customers and potential consumers. 7. 4. 1 Marketing channe l: advertisements Advertising is Godiva’s traditional marketing channel. Advertisements have had tremendous impact on sale of Godiva products. So we will still adapt this marketing channel. The commercial advertising will be concentrated in following Medias: †¢ Television. The period of time that we will advertisement will be related to special event such as Easter, Queen's Day. †¢ Magazine. The magazines that we will consider are included Vogue, Forbes, In Style, Harper's and Vanity Fair this kind of high-fashion magazines. †¢ Internet including social media.Social Media channels such as face book or twitter will be used to communicate to our clients individually on the merits of Godiva Hong. 7. 4. 2 Marketing channel: The shopping center exhibition Promotional exhibitions are also an important marketing channel for Godiva. It is soon April. Several holidays, such as Easter, Queen's Day, are in the April. We will have promotional events in shopping centers whe re our shops exist. The customers can have tasting sessions for Godiva Hong in our shop for free. Feedback will be gathered from them on how to further improve the product or its marketing strategy 7. 4. 3 Free sample delivery Several main strategies are implemented to improve the popularity of Godiva Hong for the first three months. Strategy one:Existing customers, who will buy our traditional products, will have a small Godiva Hong sample for free. Strategy two: According to the last six months order records, the Godiva Hong sample will be sent to those customers as a gift, who ordered other products of chocolate gift baskets, seasonal gifts, gifts by occasion and business gifts product lines. Strategy three: In the airport, the Godiva Hong sample will be provided in the first class of KLM. Strategy four: In some international 5-star chain hotels, the Godiva Hong sample will be provided as a gift in the welcoming basket. 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