Planning an Integrated Marketing Communications Campaign

Planning an Integrated Marketing Communications Campaign Situation Analysis Athletic footwear industry is very much concentrated (Eric 2006). The industry consists of a large number of smaller and segmented players. One of the key characteristics which define the industry is the purpose and price of the shoes. However, there is a given degree of overlap amongst the various shoe categories especially with regard to casual wear and performance shoes.Advertising We will write a custom coursework sample on Planning an Integrated Marketing Communications Campaign specifically for you for only $16.05 $11/page Learn More For example, a considerable proportion of individuals wear athletic shoes in non-athletic settings. This is an indication that there is a potential for an increment in the size of the market for athletic shoes. Currently, large firms dominate the athletic shoe industry account for 95% of the entire market while small firms account for only 5%. Some of the key competitor s in the industry includes Adidas, Nike, Reebok, Puma, Skechers, Van, K-Swiss, Asics, Saucony and New Balance (Eric 2006). Nike Incorporation is the leading firm within the athletic footwear industry. The firm deals with designing and marketing various a variety of athletic footwear. Nike Air Max is one of the leading athletic footwear produced by the company. The product is effectively designed to appeal the consumer. Nike Air Max has an air cushioning and an innovative foam cushioning. This makes it to be effective with regard to impact absorbing. A thin plate is sandwiched between the cushioning systems to ensure effective support of the feet (Loscher 2006). The price of a pair of Nike Air Max shoes varies from $ 99 to $149 for men while ladies shoes range from $99 to $ 119 (Loscher 2006). A significant proportion of consumers consider Nike Air Max to be of high quality and stylish. In 2004, Nike had a market share of 42% as illustrated in the pie chart below. The lucrative nature of the industry in relation to p rofitability has led to a large number of investors venturing the industry. The resultant effect has been an increment in the degree of rivalry. The high degree of rivalry has had a negative effect on the firm as it is evident in the reduction in its market share. In order to attain a high competitive advantage, firms in the athletic footwear industry are adopting various market positioning strategies. One of these strategies relate to formation of mergers and acquisition. For example, in 2003, Nike Incorporation acquired Converse Company.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This was followed by the Reebok and Adidas merge in 2005 (Fried, Shapiro Deschriver 2007). Currently, Nike Incorporation has a market share of 33% of the entire global footwear industry (Cuizon 2009). Company Market share (%) Nike 42 Adidas 27 Puma 6 Reebok 12 New Balance 5 Asi cs 1 K-Swiss 2 Saucony 1 Vans 1 Sketchers 3 The success of a firm in the global market is dependent on a number of macroeconomic factors. These relate to both internal and externla environment. The key external enviroments relate to political, economic, social and technological environment. Political analysis The United States government has developed and implemented effective policies which have played a significant role in the success of Nike athletic brands (Eric 2006). Some of these policies relate to low interest rates, economic stability such as taxation policies and ensuring stability in the currency. This has enabled Nike’s athletic footwear products to be competitive internationally. Economic analyis The athletic footwear industry was adversely affected by the global economic recession. The table below gives an illustration of the change in sales during the period ranging from 2007 to 2009 in the United States. Percentage change on the basis of dollar volume sales Percentage change 2007-2008 Percentage change 2008-2009 Total athletic footwear -3.2 -1.4 Girl’s -5.9 0.6 Boy’s -4.6 1 Men’s 0.4 3.0 Women’s 6.4 0.6 Infant -13.3 -4.8 From the table, it is evident that there was a significant reduction in sales in 2008 compared to 2009. The total sales reduced by 3.2% in 2008 and by 1.4% in 2009 (Boyle 2010). As a result of the 2007 global economic recession, the firm experienced a reduction in its sales which persisted to 2009 as a result of reduction in consumer purchases. The firm’s cost of operation was further driven up by the economic crisis in Asia considering the fact that the firm manufacures its products in Asia.Advertising We will write a custom coursework sample on Planning an Integrated Marketing Communications Campaign specifically for you for only $16.05 $11/page Learn More Social analysis Currently, there is a shift in the consumption behavi or amongst the consumers. One of the major trends relate to increased health consciousness. As a result, there has been a significant increase in the number of individuals joining fitness clubs (Eric 2006). The change in consumption behavior has led into an upward shift in demand for various fitness products such as shoes and apparels. This presents a feasible business opportunity for Nike Incorporation to exploit through marketing of Nike Air Max. This arises from the fact that Nike Air Max is specially designed to ensure comfort and flexibility of the consumer. Technology analysis In the 21st century, there has been an increment in the rate of technological innovation. This has led into transformation of businesses in various economic sectors (Eric 2006). In an effort to attain a high competitive advantage, Nike Incorporation has integrated information technology in its operation. Some of the areas in which this has been applied relate to production, marketing and distribution. Wi th regard to marketing, this has been achieved through incorporation of Marketing Information Systems. This has enabled the firm to attain a high competitive edge compared to its competitors. Internal Analysis SWOT analysis Strengths High competitiveness through effective sponsoring of sports especially athletics. Effective operation via adoption of a lean organization strategy. Nike Incorporation own buildings or manufacturing workers. This enables the firm to be flexible in its production processes. The firm has a strong research and development team which enables the firm to be innovative. The firm has attained publicity globally thus enabling it to market its products effectively on a global scale. Weaknesses Despite the fact that the firm has diversified its products, athletic footwear products are the major source of income. This means that the firm’s strength is vulnerable if its market share of footwear products is eroded. The firm has been greatly criticized o ver incidences of underpayment, child labor and overworking its employees. Opportunities There is a high probability of Nike improving its market share through new product development. The firm can increase its profitability by venturing into new market segments such as selling Jewelry and sunglasses. High probability of developing its business internationally by venturing into markets in emerging economies such as China. Threats Considering the fact that the company operates on an international scale, the firm is exposed to numerous risks such as exchange rate fluctuations and economic recession which may lead into loss. Athletic footwear industry is very competitive. Competitors are increasingly developing products aimed at capturing a proportion of Nike’s market share. Consumers have become very price sensitive. Objectives Communication objectives Varey (2002) posits that the success of every firm is dependent on the effectiveness with which the firm has estab lished a relationship with the consumers. Currently, there has been an increment in the degree of similarity amongst various product categories with regard to performance, design and price which are the core benefits sought by the consumers. As a result, it has become vital for firm’s to draw consumer’s attention. One of the ways through which this can be achieved is by marketing communication (Egan 2007). According to Masterman and Wood (2006), setting communication objective is vital in the marketing communication process. This arises from the fact that objectives act as keystone upon which the firm sets the direction and limits of the strategic decisions.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Considering the competitive nature of the industry, Nike Incorporation intends to increases awareness of its Nike Air Max with a margin of 25% within a period of one year. Awareness of Nike Air Max will be made across consumers of varying demographics. In order to attain this, the firm intends to create intense awareness of its Nike Air Max shoe. Some of the key consideration in the communication process is to create global awareness amongst potential consumers on the characteristics of the Nike Air Max. Through effective communication, it will be possible for the firm to influence consumers in their decision making process. This arises from the fact that the communication will not only be informative but also persuasive. Market share Through communication, the firm intends to increase the size of its overall market share from its current level of 33% to 50% within a period of one year. According to the latest report released in August 2010, Nike had a market share of 62% amongst th e athletics footwear products (Nike Sneaker 2010). Through its Nike Air Max market communication campaign, the firm intends to increase its market share with a margin of 20%. This will be achieved by selling the product to new customer categories and by venturing into new markets. The firm also intends to increase the volume of its Nike Air Max athletic shoes with a margin of 15% within two months. Effect on Competition It is the firm’s objective to attain a high competitive edge with regard to creating product awareness. The firm intends to be ranked as the most effective with regard to brand promotion. As a result of brand promotion, the firm will be able to communicate to the consumers on the benefits associated with consuming the product. In addition, it will be possible for the firm to influence consumers’ attitude towards Nike Air Max. Marketing communication will ensure that consumers associate the product with high value which will play a significant role in re ducing the intensity of competition that Nike Air Max is currently facing from other athletics footwear products. According to O’Guinn, Allen and Semenik (2008), effective brand promotion through market communication campaign can result into consumers developing confidence that they are receiving value for their money. Target The success of a market communication process is dependent on the effectiveness with which the right audience have been identified (Shah 2009). The target audience refers to whom the firm intends to communicate to (Jobber 2007). In marketing communication planning, various audiences are identified depending on the target markets. Identifying the target audience is vital in market communication process. This arises from the fact that the proper identification of the target audience has a direct impact on the effectiveness of the marketing communication. Considering the fact that marketing communication planning is aimed at stimulating sales of a particula r product, selecting the target audience is paramount in influencing the consumers’ decision making process (Kodish Pettegrew 2008). For example, in a family setting, the father has an upper hand in making decision regarding the purchase of electronic products. This means that firms marketing electronic products would consider the father as the core target audience (Shah 2009). To be effective in targeting the audience, various descriptive variables should be put into consideration. Some of the variables relate to demographics, lifestyle, geographics and psychographics. In addition, benefit sought and usage as the core behavioral variables should also be put into consideration (Koekemoer Bird 2004). In marketing Nike Air Max, Nike Incorporation uses both genders (male and female) in identifying its target audience. This has enabled the firm to design and develop Nike Air Max footwear which meets the demand of the customers of varying ages. Apart from using demographic varia bles in targeting its audience for Nike Air Max, Nike Incorporation also targets consumers who are style conscious. In the process of targeting, developing and marketing Nike Air Max, the firm’s marketing department also puts greater emphasis on consumers who consider enhancing their image. The change in consumer behavior presents a feasible market opportunity considering the fact that the change is not only amongst the non athletics consumers but also athletic consumers. Nike Incorporation has also incorporated institutional consumers such as athletic clubs as a part of its target audience. Developing the strategy In order for Nike Incorporation to be effective in marketing Nike Air Max, the firm’s management team has incorporated the concept of Integrated Marketing Communication (IMC) (Pickton Broderick 2005). Decision to incorporate IMC arose from the fact that the firm intends to create awareness of Nike Air Max to diverse customer categories. In its IMC strategy, Nike Incorporation has integrated both traditional and emerging market communication strategies. Some of the traditional market communication strategies that the firm’s management team has considered incorporating include advertising, public relations, sales promotion and direct marketing. According to O’Guin, Allen and Semenik (2008) advertising creates value in a product by instilling a positive perception amongst the consumers. In its advertising strategy, the firm has makes use of various mediums such as television, radio and use of print media such as magazines and newspapers. Outdoor advertising is also used through incorporation of billboards which are strategically located. The firm uses the simple and catchy ‘Just do it’ slogan and the Nike Swoosh in all its advertisements. Use of the logo and the slogan has contributed towards the consumers developing a positive attitude towards Nike Air Max. According to Cashmore (2009), the swoosh logo has ove r the years been associated with victory. Considering the fact that the firm targets institutional consumers as part of its core customers, the firm’s management team has integrated direct marketing so as to be effective in marketing Nike Air Max amongst these consumers. Through direct marketing, Nike Incorporation marketing department is able to identify and develop a relationship with the institution’s decision making unit thus influencing its decision making process. In an effort to develop a positive public image, Nike Incorporation has integrated public relations. This is achieved through sponsoring various sports. In marketing Nike Air Max brand, Nike Incorporation has integrated the concept of sports sponsorship. According Arnis and Cornwell (2005), Nike Incorporation has been able to venture into new markets through sports sponsorship. For example, in an effort to venture the Australian market, Nike sponsored Shane Warne who is a national cricketer. This enable d the firm to develop an affiliation with the Austrian culture hence creating an edge in marketing its products in Australia. Sales promotion in form of price and quantity discounts is also integrated in marketing Nike Air Max. In order to create product awareness to a large number of customers, Nike Incorporation has integrated emerging market communication technologies (Doren, Fechner Green 2000). Some of these tools include use of the internet marketing through inclusion of Nike Air Max in the firm’s website. In addition, the firm has also incorporated social communication networks such as Facebook, Twitter, MySpace and You Tube. The firm will also enter into a contract with search engines such as Google and Yahoo. Through the contract, the firm will be able to post Nike Air Max in the search engine. Use of search engines and social communication networks will enable a wide number of consumers to be informed about Nike Air Max. Budget To ensure the success of the marketin g communication campaign, the firm’s management team has set a substantial amount of money in its marketing budget. The table below gives an illustration of the estimated cost. Cost item Amount in $ Advertising -Print media (Newspaper, Magazines, Bill boards) Athletics sponsorship 500,000 Internet marketing (use of Google and Yahoo) 450,000 Social networks (YouTube,Facebook,Twitter,MySpace) 1,000,000 Estimated cost 1,950,000 Evaluation Over the past three years, Nike Incorporation has experienced an increment in its net income. The firm’s financial year ends on 31st May every year. During the 2008-2009 financial years, the firm witnessed a reduction in its net income as a result of its financial year. However, this trend was negated during its 2009-201 financial year. The table below gives an illustration of the firm’s financial performance over the past four years. All figures are in million dollars. Item 2010 2009 2008 2007 Total a sales r evenue $ 19,014. 0 19,176.1 18,627.0 16,325.9 Total cost of revenue 10,213.6 , 10,571.7 10,239.6 9,165.4 Gross profit 8,800.4 8,604.4 8,387.4 7,160.5 Operating Income 2,516.9 1,956.5 2,502.9 2,199.9 Net Profit before profit 2,516.9 1,956.5 2,502.9 2,199.9 Income tax 610.2 469.8 619.5 708.4 Net Profit after tax 1,906.7 1,486.7 1,883.4 1,491.5 Upon implementing the market communication campaign, the firm’s management team will conduct continuous evaluation on its effectiveness. Considering the fact that it is challenging to measure communication, the firm’s marketing department will evaluate the changes in its sales revenue. This will aid in the determination of whether the campaign is successful with regard to sales enhancement. Reference List Arnis, J. Cornwell, B., 2005. Global sports sponsorship. London: Berg Publishers. Boyle, B., 2010. NPD reports on athletic footwear and sports apparel market. ( Online). Available at: npd.com/press/releases/press_1 00310.html . Cashmore, E., 2010. Making sense of sports. New York: Taylor and Francis. Cuizon, G., 2009. Marketing audit of Nike’s strategies. PEST analysis of Nike. Web. Available at: suite101.com/content/marketing-audit-of-nikes-strategies-a94402 . Doren, D., Fechner, D. Green, K. 2000. Promotional strategies on the World Wide Web.  Journal of Marketing Communications. Vol. 6, issue 1 pp. 21-35. Egan, John, 2007. Marketing Communications. London: Thomson Learning Eric, C., 2006. Athletic footwear: industry analysis. Massachusetts: Tufts University. Fried, G., Shapiro, S. Deschriver, T., 2007. Sports finance. London: Human Kinetics. Jobber, D., 2007. Principles and practice of marketing. Berkshire: McGraw-Hill Education. Koekemoer, L. Bird, S. 2004. Marketing communications. New York: Juta and Company Limited. Kodish, S. Pettegrew, L., 2008.Enlightened communication is the key to building relationships. Journal of Relationship Marketing. Vol. 7, issue 2. New York: The Haworth Press. Loscher, A., 2006. Athletic footwear and running injuries. ( Online). Available at: http://andrewloscher.com/ArticlesBlog/tabid/197/articleType/ArticleView/articleId/9/ATHLETIC-FOOTWEAR-AND-RUNNING-INJURIES.aspx . Masterman, G. Wood, E., 2006. Innovative marketing communications: strategies for the  events industry. New York: Butterworth. O’Guinn, T., Allen, C. Semenik, R., 2008. Advertising and integrated brand promotion. New Jersey: Cengage Learning. Nike Sneaker. 2010. Sales report of footwear industry August 2010. Web. Available at: nsneakers.com/2010/09/08/sales-report-of-footwear-industry-august-2010/ . Pickton, D. Broderick, A., 2005. Integrated marketing communications. New York: FT Prentice Hall. Shah, N., 2009. Advertising and promotion. Ottawa: Tata McGraw-Hill. Varey, R., 2002. Marketing communication: principles and practices. New York: Rout ledge.

Imaged Reactions of Robert King to the Interesting Narrative of the Essay

Imaged Reactions of Robert King to the Interesting Narrative of the Life of Olaudah or Gustavus Vassa, the African - Essay Example It has been near Thirty years since I freed Gustavus, and in that time the Evil of the Slave-Trade has been exposed for all of us to see and read, in large part from his Account of his Life. Had I not freed Gustavus, he would not have been available to do this Work of Our Lord and stir the conscience of our Country. I tremble at the thought of the Ways in which Providence’s Work is mysteriously achieved. I am also relieved that my Stewardship has been exposed to the World through this book in a favorable manner, and hope that some measure of forgiveness will be afforded me for my participation in the evil practice of Slave Trading, by showing that I at all times endeavored to treat all of Our Lord’s children with kindness and Mercy. For the first time I have understood the Humanity of Gustavus’ Life in his home of Africa, with those other Children of Our Lord who have been lost, but live in a type of innocence. Gustavus is now doing the Lord’s Work by brin ging His True Word to the heathens in that continent now made more wretched by the Slave-Trade. May they turn away from their Pagan superstitions and find the True Deliverance and comfort that only comes from our Savior. It is mystifying indeed how the Lord has caused His Salvation to reach the primitive peoples of Africa through such trials and Tribulations as those suffered by the Martyrs! It is a strange thought, without a doubt, to learn that our African brothers are descended from the same seed of Abraham, and are still waiting to hear the Word of our Lord. Indeed, as a man of the Sea, I am ashamed to learn of all the wretched conditions on the Slave Ships and the Evil that it has made good Christian men do. Indeed, they are the breeding grounds for Satan’s works. The immorality of kidnapping of children and the sinfulness of the behavior of men for this Inhuman Traffic is shameful to read. I fear the consequences of my actions on the Day when I have to account to my Sav iour, as we all suspected and sometimes even knew that the men we left in charge of our Slaves were committing the gravest acts of immorality, lust, and cruelty, but said nothing as we served Mammon instead of serving our Savior! I had known that Gustavus was a remarkable and valuable Servant, but I did not know the extent of his adventures and sorrows. Gustavus was brought into the Evils of the Slave Trade, and then into the evils of War, both of which violate the sacred teachings of our Savior. But Providence saved him in countless situations, even when my dear Captain had succumbed to illness, so that Gustavus could save more Souls and reveal His Glory to all the World. The Lord and His Grace were present even in the most horrid conditions of war and slavery, and His Servant, Gustavus, could see the Guiding Hand of Providence and thereby be saved. It fills my heart with sorrow to read of the countless betrayals faced by faithful Gustavus, and I thank the Lord that I, at least, ke pt my word and offered him his Freedom, without ever wishing to keep him in further Bondage. That this black seed of Abraham shall redeem the white Christians of Europe from their immorality, lust, and perversity caused by such a pernicious Slave Trade, through my act of manumission is a humbling Honor for which only the Lord deserves credit. If we can now rid ourselves of this Great Sin, let us do so! Gustavus’ talent was well made manifest to me when I saw how quickly he had been able to raise the forty pounds sterling for

Management Essay Example | Topics and Well Written Essays - 500 words - 29

Management - Essay Example Therefore, it is important for Intel to have a proper understanding and interpretation of its external environment. The external environment comprises of the political, economic, socio-cultural, technological, legal and environment aspects (Penrose 60). The political aspects of the external environment relate to the fact that Intel is a multinational company that operates in different states. In effect, the political stability of the country determines the manner in which the company penetrates the market. Politics tend to have great influence on other aspects of the market such as policy and the economy. The ideology adopted by political players determines the direction in which the economy takes and the manner in which the company operates. Intel took over four years negotiating with the Vietnamese government to be allowed to operate in the country. The economic and technological aspects of the environment go to the financial capacity and competitiveness of the various states. The recent economic down turn greatly affected the company’s profitability and level of investment in innovation and new technology. The legal aspect of the environment affects the manner in which the company operates in the specific environment. Unf riendly policies limit the extent of the company’s operations. The porter’s five forces analysis framework interrogates the environment on five main areas. The competition, the substitutes, consumer bargaining power, supplier bargaining power and the intensity of the competition, are the fundamental aspects of the external environment. The technology market is increasingly expanding, and it allows companies to specialize in particular fields. Intel is one among the largest semiconductor chip makers. The chipset industry has a diverse structure that engages different inventors and producers. The competition is differentiated buy the customer loyalty and the legal boundaries that

Victorian Britain Essay Example for Free

Victorian Britain Essay In Victorian times people were more susceptible to being lied to and were a lot more gullible, which is probably why they could believe a lot of the writing more. This is because the Victorians suspension of disbelief was far greater than any of ours today. The Sherlock Holmes mysteries were perfect for their time, but the Holmes character was also reflective of perfection, whereas in todays society we generally prefer our characters to have more flaws, to make them seem more human, although Sherlock Holmes classically still appeals to many. The Cardboard Box describes Sherlock Holmes not only as a very good detective but also as an ear expert, which today we would not believe as very few people could be this clever or perfect, but then the Victorians liked it to be like that and they would believe it, each ear is as a rule quite distinctive, and differs from all other ones. In last years anthropological journal you will find two short monographs from my pen upon the subject. I had therefore examined the ears in the box with the eyes of an expert, and had carefully noted their anatomical peculiarities. Imagine my surprise then, when, on looking at Miss Cushion, I perceived that her ear corresponded exactly with the female ear which I had just inspected. This illustrates Sherlock Holmes talking about his knowledge of ears, such intelligence of which is highly unlikely if he is also admitted as being a very good detective. In The Man with the Twisted Lip, Holmes has somehow managed to figure out that the dirty beggar, Boone, was in fact the well respected, upper class Neville St Clair Holmes stooped the water jug, moistened his sponge, and then rubbed it twice vigorously across and down the prisoners face. Let me introduce you he shouted, to Mr Neville St Clair, of Lee, in the county of Kent. Somehow even though it has deluded every other detective and policemen working on this crime, Holmes had managed to figure it out when no one else could. This again is highly unbelievable that he could have figured it out as he had an insufficient amount of clues. But what is even more unbelievable is from The Speckled Band, where all the clues Holmes had was a dog lead, a bowl of milk and a whistling sound. Somehow he managed to figure out that from this a snake was ordered by the whistling sounds and fed on the milk, and was controlled using the dog lead, and that the snake went up through a fake vent into the next the bedroom and climbed down a fake bell pull to bite the victim and then ordered back by the whistle and tempted back into a safe by the saucer of milk. It is unlikely that anyone, even Sherlock Holmes, should have been able to figure that out with the clues he had. Finally he took the bell rope in his hand and gave it a brisk tug. Why its a dummy, said he. Wont it ring? No its not even attached to a wire. This is very interesting you can see now that it is fastened to a hook just above where the ventilator is. No one else had realised that the bell rope did not work, no one had even realised it wasnt hooked up to a wire but one quick look around the room by Holmes and was enough to see that it was not and he also noticed that there was a fake ventilator when he didnt even know where it led to. All these things show us that many people of Victorian Britain were a lot more susceptible to unbelievable things whereas today we tend to prefer things to be more realistic and more huma. We prefer a character to be flawed, whereas Victorians preferred their characters to be perfect, e. g. Sherlock Holmes. So, in conclusion the Sherlock Holmes stories can tell us a lot about Victorian Britain. We can identify that it was a place where class was everything, and that you should stay in the class you were born into. The upper class citizens were the people that mainly read these books and they appeared to like the seedier side of things, as they thought it was a true aspect of what really happened, which they preferred not to accept, but if it was in a book it was acceptable. The British people thought that they were better than every other ethnic group and saw it as being okay to discriminate against them and be racist whereas today we would not accept it and it is a crime. There was a lot more common crime in those times as well, which came up a lot in the stories as each was based around a crime, with even the higher class people committing crimes like going to opium dens among other things. Poverty as well was a lot more rampant in the Victorian times as no one seemed to be bothered about the poor, as it was part of their everyday life to be or to see a lot of poverty in the streets. The stories also told us about the Victorians love of all things gothic, the architecture, dark clothes and writing; gothic writing contained a lot of murder, ghosts, evilness and darkness. They were also depicted as being a lot more gullible than we are today and would believe almost anything that they were told in stories and were not bothered if it did not seem real. We can see this from Holmes perfect character and how he did not even have one flaw. To summarise, Sir Arthur Conan Doyles stories combine many elements which give us a very good representation of Victorian life.

Analysis of Dream Deferred by Langston Hughes Essay -- Dream Deferred

Analysis of Dream Deferred by Langston Hughes Dreams are the driving force of America today. Every person has some sort of dreams and or goals. Although in life everyone has dreams and goals, there are obviously more struggles for some ethnic groups than for others. The poem, "Dream Deferred," by Langston Hughes, is one man's expression of his dreams during a difficult time period. As a black man in a time period where African-Americans were considered an inferior group of people,dreams and goals would have been difficult to realize. Langston Hughes aptly expresses his frustrations in his poem, "Dream Deferred." As people read this poem, in any time period, they can relate to the simple universal message that the poet expressed. Hughes is very expressive in how he feels about dreams he has had and the fact and his frustration at not being able to pursue and/or fulfill those dreams that he is unable to pursue or fulfill those dreams. In his poem, Hughes asks the reader to think by posing the question, ?What happens to a dream deferred??(1). This first li...

The Great Panda

The giant panda, which lives only in China outside of captivity, has captured the hearts of people of all ages across the globe. From their furry black and white body to their shy and docile nature, they are considered one of the most loved animals. ? Quick Fact The estimated number of giant pandas in the wild varies between 1,500 and 3,000. Intriguing Giant Panda Mysteries While most adore their fluffy fur and round head, which help give them their cuddly bear quality, others are fascinated by the many mysteries of the giant panda.Did you know that a giant panda may actually be a raccoon, they have an opposable pseudo thumb, and they’re technically a carnivore even though their diet is primarily vegetarian? These things and more have baffled scientists and naturalists for hundreds of years. Opposable Pseudo Thumb A characteristic of the giant panda that has mystified scientists is their movable, elongated wrist bone that acts like an opposable thumb. This human-like quality t hat helps give them an even more cuddly-bear appearance enables the giant panda to pick up objects and even eat sitting up.Quick Fact Giant pandas have five clawed toes and one pseudo thumb. Their pseudo thumb, along with pads of skin, help the giant panda strip the more nutritious small bamboo shoots and leaves while they hold the stalk in their mouth. Small Bear or Large Raccoon? Giant pandas are generally referred to as bears and are typically called panda bears rather than giant pandas. Though we may think they look like bears, there has been a great deal of discussion for decades about where giant pandas actually fit in the animal kingdom.Much of the debate has been whether they are more closely related to the red panda, once thought to be a member of the raccoon family, than the bear family. While a giant panda has a body that resembles a small bear and climbs trees like a bear, it also has several characteristics in common with the red panda. For example, both giant pandas an d red pandas eat bamboo and have the same pseudo thumb. The table below lists the main characteristics the giant panda shares with the bear and red panda.Cat-like features While the body of a giant panda looks like that of a bear and the dark circles around its eyes resemble those of a red panda or raccoon, its pupils have vertical slits like the eyes of a cat. Â  DNA results DNA analysis has put one mystery to rest. It has revealed that while the red panda is a distant relative, the giant panda's closest relative is the spectacled bear from South America. Mostly Vegetarian Diet Giant pandas love bamboo!In fact, their diet is 99% bamboo. Along with bamboo, they eat other plants, small rodents, and occasionally fish. The mystery behind their diet is they have the digestive system of a carnivore. ? Their ability to digest bamboo is attributed to tiny microbes that live within their digestive system. Since they can only digest about 20% of what they eat, the average giant panda consum es around 14 kilograms (30 pounds) of bamboo a day. In comparison, humans eat about 2 kilograms (5 pounds) of food a day. This enormous diet means the giant panda spends more than 12 hours a day eating to stay nourished.Quick Fact As the seasons change, the giant panda prefers different species and parts of bamboo. Tiny Cubs An infant giant panda cub is about the size of a croissant, weighs less than a coffee cup, and is about 900 times smaller than its mother. An average adult mother weighs around 91 kilograms (200 pounds) while a newborn weighs only 83 to 190 grams (3 to 4 ounces). Other Fun Giant Panda Facts Researchers have recently discovered the gene responsible for tasting savory or umami flavors, such as meat, is inactive in giant pandas.For many centuries, giant pandas were thought to be a mythical creature, similar to a dragon or unicorn. Unlike other bears in the region, giant pandas don’t hibernate. Giant pandas can stand erect on their hind legs but rarely walk. The Qinling panda, another giant panda species with a dark brown and light brown coat, lives only in the mountains of Shaanxi. Giant pandas have very sensitive hearing and smell, but they have poor eyesight. A newborn giant panda is blind and looks like a tiny, pink, hairless mouse.

Business Model And Strategic Plan - 1373 Words

Business Model and Strategic Plan Part III: Balanced Scorecard and Communication Plan Norma Murillo BUS/475 Dax Chell April 23, 2015 Business Model and Strategic Plan Part III: Balanced Scorecard and Communication Plan The new Walt-Mart division’s vision and mission â€Å"make everything a customer wants to buy universally available, accessible, and socially active† is possible with a proper strategic plan. With a balanced scorecard and an adequate communication plan, the proposed strategies will result in successful implementation. Finance Objectives This company’s greatest asset is cash flow. Walt-Mart recently reported having $16.39 billion as of Jan 31, 2015 total free cash flow (MarketWatch.com, 2015). This can be a great†¦show more content†¦Table 1. Financial Strategic Objectives provide a layout of this information. Table 1. Financial Strategic Objectives Financial Success Objectives Measures Target Initiatives Increase market share Market Share Searches Acquire 10% of the market share Monitor searches and record market share growth for 1 quarter to determine progress. Increase Profitability Revenues Acquire 5% per section (search and online market) Monitor revenues for 1 quarter to determine growth. Maintain Competitive Position Growth Ratios Maintain 5% growth ratio Monitor growth ratio after initiating the new division for 1 quarter. Customer Objectives It is crucial to the vitality of the new division for the Walmart brand be viewed as what the customer expects. Customers are the company and the objectives match their importance. Evaluating market share offers insight to the position of the company. Increase in segment sales such as apparel, home, hardliners, health wellness, entertainments, and groceries after the new division implementation is a result of success in market share (Soni, 2015). Evaluating customer feedback using the research company Customer Service Scoreboard provides a way to measure the promised vision, mission, and appreciation (CustomerServiceScoreboard.com, 2015). Lastly, customer acceptance assures trust in product offered as valued. Monitoring new sales percentage provides a visual to that trust. Table 2. Customer Success Objectives