Viking 1 and 2 the First Major Landers on Mars

Case Study Phytophthora and Mt State Worth National Park...

PART 1. PHYTOPHTHORA AND Mt. WORTH STATE PARK Phytophthora which is responsible for the root rots is also known as jarrah dieback, cinnamon fungus and wildflower dieback. Most phytophthora species produces three types of spores, zoospores, oospores and chlamydospores. Among these two major types found are zoospores and chlamydospores. Zoospores are formed in sporangium. Each sporangium roughly produces 20-30 zoospores. Production of zoospores occurs normally in moist conditions and around temperature range of 22-28 °C. Two flagella helps their motility and they can survive up to four days. On the other hand chlamydospores are produced when conditions are unfavourable. They are also produced from mycelium, but they possess thick cell†¦show more content†¦TOURISM AND RECREATIONAL VALUES - Visitors can enjoy walking through the park, appreciate and interpret the natural and cultural aspects of the area. - It is also located near the other local attractions like Tarwin river falls, coal creek, McDonal’s track etc. and represents isolated spans of natural forest in Gippsland. - One can also enjoy panoramic views of Latrobe valley, Central Highlands and the Strzelecki Ranges. Plans for the increasing the extent of the significant values are as below Resource Conservation: The state park aims to preserve the natural environment and conserve the feature of scenic, archaeological, geological and historic interest. Also allowing all the natural environmental processes to continue without disturbance and maintain biodiversity. Park Protection: This aims to protect water streams and protection of human life and adjacent land from fire. Control of introduced plants and animals. Park visit and other plans: this aims to provide opportunities for recreation and tourism in the park and encouragement of appreciation, understanding and enjoyment of the park’s natural and cultural values. It also aims to encourage appropriate park use and behaviour among the visitors and also towards taking responsible steps to ensure safety of the visitors. Among other plans includes supporting of all the scientific surveys and co-operating with local, state and interstate authorities interested in

Discuss the Representation of Marginalized Groups in to Kill a Mockingbird free essay sample

Throughout the novel, we see that the characters are divided into certain distinct groups, which represent the major groups in general society. We also see the social divide between these groups, and while some groups are well represented in society, others are marginalised (i. e. they have barley or no social standing in society). The first example of these groups is the Ewells. The Ewells represent the poor white society in our community. At the start of the novel, our first impression of the Ewells is a negative one. We are described the unhygienic nature of the Ewells when a â€Å"cootie† erupts out of Burris Ewell’s hair. Our impression of the Ewells is worsened when we learn that the Ewell’s only arrive for one day of the school, and stay home for the rest of the year hence receiving no education. And when the teacher tries to discipline him, he calls her a â€Å"snot-nosed slut†. We will write a custom essay sample on Discuss the Representation of Marginalized Groups in to Kill a Mockingbird or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page When Scout tells Atticus of her day in school, we are given more detailed information of their way of life. Atticus calls them â€Å"the disgrace of Maycomb for three generations†. We are also told that because of their animalistic nature, the law is bent on certain occasions. Such as going to school only for a day and hunting out of season. The only reason Mr. Ewell, the father, is allowed to hunt out of season is because if he was forbidden to do so, his children would starve. This characterization of the Ewell family serves to make us look at the Ewells in a disgusted and negative manner. In the book we are given a good description of the Ewell’s residence during Tom Robinson’s trial. Harper Lee makes use of strong language to describe the home. The description of the Ewell house is an insight into the lives of the Ewells. We see how cruel the father is and the kind of life he has forced his daughter Mayella to live. I feel the reason Lee uses vivid detail in the account of the Ewell house is because the best way to understand the Ewells is to understand their way of life. Lee states that â€Å"the cabins plank walls were supplemented with sheets of corrugated iron, its general shape suggested its original design: square, with four tiny rooms opening onto a shotgun hall, the cabin rested uneasily upon four irregular lumps of limestone. Its windows were merely open spaces in the walls, which in the summer were covered with greasy strips of cheese cloth to keep out the varmints that feasted on Maycombs refuse. † This description of the iron and the shape of house make the house seem more like a cabin and it tells us a little bit about the Ewells. Through this example we deduce that the Ewells care very little if not at all about the appearance of their home and its appearance. Lee also adds â€Å"What passed for a fence was bits of tree limbs, broomsticks and tool shafts, all tipped with rusty hammer heads, shovels, axes and grubbing hoes, held on with pieces of barbed wire. † This description of the raggedy fence makes us think that the fence is built from items you would find in a dump which other people have thrown away. All these descriptions make it obvious that Lee wants us to respond in a very negative manner towards the Ewells and their way of life. I feel that the Ewells represent the dregs of society which were somehow not stripped from existence. But, in contrast to the Ewells, we see the poor black â€Å"settlement†. The cabins owned by the poor blacks were â€Å"neat and snug with pale blue smoke rising from the chimneys and doorways glowing amber from the fries inside. There were delicious smells about: chicken, bacon frying crisp as twilight air. Jem and I detected squirrel cooking, but it took a real country man like Atticus to identify possum and rabbit, aromas that vanished when we rode back past the Ewell residence. Lee makes strong use of language by using descriptive words like â€Å"neat† and â€Å"snug† which represent the contrast between the houses of the Ewells and the poor black community. Through this we see that while the members of the black community lived in poverty like the Ewells, they still kept their homes clean and their children fed. I feel the poor black community in the text represents the poor and unfortunate groups in our communities. Once you fully analyze the text, you begin to realize that many different groups of our current society are represented in the text.

Where Are You Going Where Have You Been an Example of the Topic Literature Essays by

Where Are You Going Where Have You Been Introduction The character, thoughts and attitude of an individual are shaped by his/her self-image. Self-image can make or mar the confidence of the person. It is this self-image that is depicted in the short story Where Are You Going, Where Have You Been? by Joyce Carol Oates. The protagonist of the story, Connie is a teenage girl who is aware of her pretty looks and the effect, her prettiness has on other people. It is this awareness about her looks that causes trouble to Connie. Connie is pleased with the fact that boys are attracted towards her beauty and she rejoices the time she spends with boys. The confidence of Connie that she can handle the attention of the boys is jolted when she finds herself in a situation, where she is unable to control a boy who admired her beauty. The boy is Arnold Friend who appears in the story as an admirer of Connie but as the story progresses he comes across as person who harbors wicked intentions. In fact Arnold Friend is the devil in disguise, who compels Connie to yield to his impious desires. Need essay sample on "Where Are You Going Where Have You Been" topic? We will write a custom essay sample specifically for you Proceed University Students Often Tell EssayLab writers:I'm not in the mood to write my essay. Because I want to spend time with my girlfriendSpecialists recommend: Your Academic Success Is Our GoalEssay Writing Services Essay Writing Service Steps in Writing an Assignment College Essay Writing Service Arnold Friend Connie is a beautiful girl who attracts the attention of boys with her behavior. Arnold Friend is one of the persons, who is attracted towards Connie and in spite of her reluctance, forces her to come with him. Initially, Arnold is presented as a polite boy who is captivated by the beauty of Connie and wants to spend some time with her. But his true characteristics are revealed when he converses with Connie and invites her to for a ride. The first thing that points towards the fact that he is devil in disguise is his claim that he has collected all information about Connie. I took a special interest in you, such a pretty girl, and found out all about youlike I know your parents and sister are gone somewheres and I know where and how long they're going to be gone, and I know who you were with last night, and your best girl friend's name is Betty. Right? (Oates). Arnold Friend knew that Connie was alone and he wanted to take advantage of this situation. He also knew that Connies parent s will not return soon. He selects such a time to visit Connie when she is most vulnerable. He wanted to create circumstances, owing to which Connie is forced to come along with him. He was a devil, who selected his victim and ensured that his victim had no other alternative than to act according to his desire. To convince Connie to come with him for a ride, he lies about his age. That's a crazy thing to ask. Can'tcha see I'm your own age?" "Like hell you are." "Or maybe a couple years older. I'm eighteen. (Oates). He continues to lie about himself when he says to Connie that he loves her and will always be polite with her. Yes, I'm your lover. You don't know what that is but you will," he said. "I know that too. I know all about you. But look: it's real nice and you couldn't ask for nobody better than me, or more polite. I always keep my word. (Oates). He wanted Connie to believe him and accept him as her lover. For this, he tries to portray himself as a person who is most suitable to be Connies lover. Although he never cared about Connies feelings, he pretends to really love and care for her. To hide his real nature, Arnold Friend utilizes the pretense of a lover, so that he succeeds in his aim of making Connie to behave according to his will. When Arnold Friend realizes that Connie is not convinced by his polite requests, he threatens her with dire consequences. If the place got lit up with a fire, honey, you'd come runnin' out into my arms, right into my arms an' safe at homelike you knew I was your lover and'd stopped fooling around. I don't mind a nice shy girl but I don't like no fooling around (Oates). He conveys his message to Connie that he is prepared to do anything to get hold of her. The devil in Arnold Friend is revealed completely when he tries to enforce his wish on Connie by intimidating her that he will harm her family members. He promises her that if she comes out of the house and goes on a ride with him then he will spare her parents and sister, I'm the boy for you, and like I said, you come out here nice like a lady and give me your hand, and nobody else gets hurt, I mean, your nice old bald-headed daddy and your mummy and your sister in her high heels. Because listen: why bring them in this? (Oates). He terrorizes Connie to such an extent that she succumbs to his demand and comes out of her house. Arnold Friend tries to present himself as the lover of Connie but in reality he was a devil who wanted to fulfill his evil desires. Conclusion Connie finds herself in a situation where she is forced to accept to act according to Arnold Friends will and this situation is created by Arnold Friend, for he was the devil in disguise. To fulfill his wish, he comes to Connies house when she is alone. Initially, he tries to induce her to come out of her house by presenting himself as her lover who cared about her. But when Connie refuses to come out of the house, he threatens her by telling that he will harm her family if she fails to come with him for a ride. Being a devil, Arnold Friend coerces Connie to accept his demand by creating fear in her mind. She comes out of her house, for she wanted to save her family members from the wicked and evil Arnold Friend. The manner in which Arnold Friend imposes his will on Connie proves the fact that he was a devil. Works Cited Oates, Joyce C. Where Are You Going, Where Have You Been? Celestial Timepiece. 24 April 2009. Where Are You Going Where Have You Been an Example of the Topic Literature Essays by Where Are You Going Where Have You Been Introduction The character, thoughts and attitude of an individual are shaped by his/her self-image. Self-image can make or mar the confidence of the person. It is this self-image that is depicted in the short story Where Are You Going, Where Have You Been? by Joyce Carol Oates. The protagonist of the story, Connie is a teenage girl who is aware of her pretty looks and the effect, her prettiness has on other people. It is this awareness about her looks that causes trouble to Connie. Connie is pleased with the fact that boys are attracted towards her beauty and she rejoices the time she spends with boys. The confidence of Connie that she can handle the attention of the boys is jolted when she finds herself in a situation, where she is unable to control a boy who admired her beauty. The boy is Arnold Friend who appears in the story as an admirer of Connie but as the story progresses he comes across as person who harbors wicked intentions. In fact Arnold Friend is the devil in disguise, who compels Connie to yield to his impious desires. Need essay sample on "Where Are You Going Where Have You Been" topic? We will write a custom essay sample specifically for you Proceed Arnold Friend Connie is a beautiful girl who attracts the attention of boys with her behavior. Arnold Friend is one of the persons, who is attracted towards Connie and in spite of her reluctance, forces her to come with him. Initially, Arnold is presented as a polite boy who is captivated by the beauty of Connie and wants to spend some time with her. But his true characteristics are revealed when he converses with Connie and invites her to for a ride. The first thing that points towards the fact that he is devil in disguise is his claim that he has collected all information about Connie. I took a special interest in you, such a pretty girl, and found out all about youlike I know your parents and sister are gone somewheres and I know where and how long they're going to be gone, and I know who you were with last night, and your best girl friend's name is Betty. Right? (Oates). Arnold Friend knew that Connie was alone and he wanted to take advantage of this situation. He also knew that Connies parent s will not return soon. He selects such a time to visit Connie when she is most vulnerable. He wanted to create circumstances, owing to which Connie is forced to come along with him. He was a devil, who selected his victim and ensured that his victim had no other alternative than to act according to his desire. To convince Connie to come with him for a ride, he lies about his age. That's a crazy thing to ask. Can'tcha see I'm your own age?" "Like hell you are." "Or maybe a couple years older. I'm eighteen. (Oates). He continues to lie about himself when he says to Connie that he loves her and will always be polite with her. Yes, I'm your lover. You don't know what that is but you will," he said. "I know that too. I know all about you. But look: it's real nice and you couldn't ask for nobody better than me, or more polite. I always keep my word. (Oates). He wanted Connie to believe him and accept him as her lover. For this, he tries to portray himself as a person who is most suitable to be Connies lover. Although he never cared about Connies feelings, he pretends to really love and care for her. To hide his real nature, Arnold Friend utilizes the pretense of a lover, so that he succeeds in his aim of making Connie to behave according to his will. When Arnold Friend realizes that Connie is not convinced by his polite requests, he threatens her with dire consequences. If the place got lit up with a fire, honey, you'd come runnin' out into my arms, right into my arms an' safe at homelike you knew I was your lover and'd stopped fooling around. I don't mind a nice shy girl but I don't like no fooling around (Oates). He conveys his message to Connie that he is prepared to do anything to get hold of her. The devil in Arnold Friend is revealed completely when he tries to enforce his wish on Connie by intimidating her that he will harm her family members. He promises her that if she comes out of the house and goes on a ride with him then he will spare her parents and sister, I'm the boy for you, and like I said, you come out here nice like a lady and give me your hand, and nobody else gets hurt, I mean, your nice old bald-headed daddy and your mummy and your sister in her high heels. Because listen: why bring them in this? (Oates). He terrorizes Connie to such an extent that she succumbs to his demand and comes out of her house. Arnold Friend tries to present himself as the lover of Connie but in reality he was a devil who wanted to fulfill his evil desires. Conclusion Connie finds herself in a situation where she is forced to accept to act according to Arnold Friends will and this situation is created by Arnold Friend, for he was the devil in disguise. To fulfill his wish, he comes to Connies house when she is alone. Initially, he tries to induce her to come out of her house by presenting himself as her lover who cared about her. But when Connie refuses to come out of the house, he threatens her by telling that he will harm her family if she fails to come with him for a ride. Being a devil, Arnold Friend coerces Connie to accept his demand by creating fear in her mind. She comes out of her house, for she wanted to save her family members from the wicked and evil Arnold Friend. The manner in which Arnold Friend imposes his will on Connie proves the fact that he was a devil. Works Cited Oates, Joyce C. Where Are You Going, Where Have You Been? Celestial Timepiece. 24 April 2009.

barbiturates essays

barbiturates essays WHY IS THE UNCONTROLLED USE OF BARBITURATES DANGEROUS? Barbiturates are classified in the medical world as clinical depressants that are used to reduce the feeling of stress in individuals by slowing down the central nervous system. In small doses, barbiturates can be very helpful in bringing calm back to a person; but in large uncontrolled doses, they can be extremely fatal. Barbiturates are used to treat individuals with sleeplessness, anxiety, and tension, and to help prevent or relieve epileptic seizures. Certain types of barbiturates are used to induce anesthesia at the beginning of long operations. Although rarely prescribed anymore because of the risks of abuse, in small doses barbiturates are very useful to doctors. In low doses, barbiturates reduce anxiety, reduce respiration, reduce blood pressure, reduce heart rate and reduce rapid eye movement. It is in this respect that I believe they are beneficial to the modern world of medicine especially in helping individuals overcome stress. In large doses barbiturates can act like a stimulant. These effects may be caused by depressing inhibitory brain circuits. In other words, barbiturates at these doses act to remove inhibitory behavior. They can lead to extreme sedation and anesthesia, leading to a comatose state, and even death. Overdoses are an often occurrence in the case of barbiturates because the effective dose is very close to the lethal dose. Barbiturates are like any other narcotic in the respect that they cause dependence and tolerance in the user. As they become more dependent on the drug and build up tolerance towards it, it takes a greater and greater amount of the drug to achieve the desired affect. Barbiturates can have easy access to the brain because they dissolve quite easily into fats. Because of this ability, they can follow the bloodstream and cross the blood brain barrier easily. Also, since barbiturates dissolve into fat, they can ...

Sexual Developement and Orientation

Sexual Developement and Orientation Free Online Research Papers Abstract The purpose of this paper is to describe the process of sexual development and maturity, the physiological basis of sexual development and orientation and to examine the interaction between hormones, the body, and behavior, including sex differences in brain morphology and the hormonal control over sexuality. The affects of the environment on sexual development and orientation will be considered as to the maternal and paternal causes and effects. Sexual Development and Orientation A person’s chromosomal sex is determined at the time of fertilization (Carlson, 2007). All cells of the human body (other than sperms or ova) contain 23 pairs of chromosomes. The genetic information that programs the development of a human is contained in the DNA that constitutes these chromosomes. The production of gametes (ova and sperms; gamein means â€Å"to marry†) entails a special form of cell division. This process produces cells that contain one member of each of the nine pairs of chromosomes. The development of a human begins at the time of fertilization, when a single sperm and ovum join, sharing their 23 single chromosomes to reconstitute the 23 pairs (Carlson, 2007). A person’s genetic sex is determined at the time of fertilization of the ovum by the father’s sperm. 22 of the twenty-three 23 pairs of chromosomes determine the organism’s physical development independent of its sex. The last pair consists of two sex chromosomes, which de termine whether the offspring will be a boy or a girl (Carlson, 2007 ). When considering sexual maturation, the onset of puberty occurs when cells in the hypothalamus secrete gonadotropin-releasing hormones (GnRH), which stimulate the production and release of two gonadotropic hormones by the anterior pituitary gland. The gonadotropic (â€Å"gonad-turning†) hormones stimulate the gonads to produce their hormones, which are ultimately responsible for sexual maturation (Carlson, 2007). The two gonadotropic hormones are folliclestimulating hormone (FSH) and luteinizing hormone (LH), named for the effects they produce in the female (production of a follicle and its subsequent luteinization). However, the same hormones are produced in the male, where they stimulate the testes to produce sperms and to secrete testosterone. If male and female pituitary glands are exchanged in rats, the ovaries and testes respond perfectly to the hormones secreted by the new glands (Harris and Jacobsohn, 1951-1952). In response to the gonadotropic hormones (usually called gonadotropins), the gonads secrete steroid sex hormones. The ovaries produce estradiol, one of a class of hormones known as estrogens (Carlson, 2007). The testes produce testosterone, an androgen. Both types of glands also produce a small amount of the hormones of the other sex. The gonadal steroids affect many parts of the body. Both estradiol and androgens initiate closure of the growing portions of the bones and thus halt skeletal growth. Estradiol also causes breast development, growth of the lining of the uterus, changes in the deposition of body fat, and maturation of the female genitalia. Androgens stimulate growth of facial, axillary (underarm), and pubic hair; lower the voice; alter the hairline on the head (often causing baldness later in life); stimulate muscular development; and cause genital growth (Carlson, 2007 ). The physiological basis of early sexual development and orientation is the same for all primates. Early in embryonic development, the internal sex organs are bisexual; that is, all embryos contain the precursors for both female and male sex organs. However, during the third month of gestation, only one of these precursors develops; the other withers away. The precursor of the internal female sex organs, which develops into the fimbriae and Fallopian tubes, the uterus, and the inner two-thirds of the vagina, is called the Mà ¼llerian system. The precursor of the internal male sex organs, which develops into the epididymis, vas deferens, and seminal vesicles, is called the Wolffian system (Carlson, 2007). The gender of the internal sex organs of a fetus is determined by the presence or absence of hormones secreted by the testes. If these hormones are present, the Wolffian system develops. If they are not, the Mà ¼llerian system develops. The Mà ¼llerian (female) system needs no horm onal stimulus from the gonads to develop; it just normally does so. In contrast, the cells of the Wolffian (male) system do not develop unless they are stimulated to do so by a hormone. Thus, testes secrete two types of hormones. The first, a peptide hormone called anti- Mà ¼llerian hormone, does exactly what its name says: It prevents the Mà ¼llerian (female) system from developing. It therefore,has a defeminizing effect. The second, a set of steroid hormones called androgens, stimulates the development of the Wolffian system (Carlson, 2007 ). The fact that the internal sex organs of the human embryo are bisexual and could potentially develop as either male or female is dramatically illustrated by two genetic disorders: androgen insensitivity syndrome and persistent Mà ¼llerian duct syndrome. Some people are insensitive to androgens; they have androgen insensitivity syndrome, one of the more aptly named disorders (Money and Ehhartardt, 1972). T he cause of androgen insensitivity syndrome is a` genetic mutation that prevents the formation of functioning androgen receptors. (The gene for the androgen receptor is located on the X chromosome.) The primitive gonads of a genetic male fetus with androgen insensitivity syndrome become testes and secrete both anti-Mà ¼llerian hormone and androgens. The lack of androgen receptors prevents the androgens from having a masculinizing effect; thus, the epididymis, vas deferens, seminal vesicles, and prostate fail to develop. The second genetic disorder, persistent Mà ¼llerian duct syn drome, has two causes: either a failure to produce anti-Mà ¼llerian hormone or the absence of receptors for this hormone (Warne and Zajan, 1998). When this syndrome occurs in genetic males, androgens have their masculinizing effect but defeminization does not occur. Thus, the person is born with both sets of internal sex organs, male and female. The presence of the additional female sex organs usually interferes with normal functioning of the male sex organs. The interaction between hormones, the body, and behavior, including sex differences in brain morphology and the hormonal control over sexuality can be seen in cycles. The reproductive cycle of female primates is called a menstrual cycle (from mensis, meaning â€Å"month†). Females of other species of mammals also have reproductive cycles, called estrous cycles. Estrus means â€Å"gadfly†; when a female rat is in estrus, her hormonal condition goads her to act differently from when she does at other times. Menstrual cycles and estrous cycles consist of a sequence of events that are controlled by hormonal secretions of the pituitary gland and ovaries. These glands interact, the secretions of one affecting those of the other. A cycle begins with the secretion of gonadotropins by the anterior pituitary gland. These hormones (especially FSH) stimulate the growth of ovarian follicles, small spheres of epithelial cells surrounding each ovum. Women normally produce one ovarian follicle each month; if two are produced and fertilized, dizygotic (fraternal) twins will develop. As ovarian follicles mature, they secrete estradiol, which causes the growth of the lining of the uterus in preparation for implantation of the ovum, should it be fertilized by a sperm. The LH surge causes ovulation: The ovarian follicle ruptures, releasing the ovum. Under the continued influence of LH, the ruptured ovarian follicle becomes a corpus luteum (â€Å"yellow body†), which produces estradiol and progesterone. The latter hormone promotes pregnancy (gestation). It maintains the lining of the uterus, and it inhibits the ovaries from producing another follicle. Meanwhile, the ovum enters one of the Fallopian tubes and begins its progress toward the uterus. If it meets sperm cells during its travel down the Fallopian tube and becomes fertilized, it begins to divide, and several days later it attaches itself to the uterine wall. If the ovum is not fertilized or if fertilized too late to develop sufficiently by the time it gets to the uterus, the corpus luteum will stop producing estradiol and progesterone, then the lining of the walls of the uterus will slough off. At this point, menstruation will commence. Male sexual behavior is quite varied, although the essential features of intromission (entry of the penis into the female’s vagina), pelvic thrusting (rhythmic movement of the hindquarters, causing genital friction), and ejaculation (discharge of semen) are characteristic of all male mammals (Carlson, 2007). After ejaculating, the male refrains from sexual activity for a period. Most mammals will return to copulate again and again, showing a longer pause, called a refractory period, after each ejaculation. (The term comes from the Latin refringere, â€Å"to break off.†) Sexual behavior of male rodents depends on testosterone, a fact that has long been recognized (Bermant and Davidison, 1974). If a male rat is castrated (that is, if his testes are removed), his sexual activity eventually ceases. However, the behavior can be reinstated by injections of testosterone. Other hormones play a role in male sexual behavior. Oxytocin is a hormone produced by the posterior pituit ary gland that contracts the milk ducts and thus causes milk ejection in lactating females and is also produced in males, where it obviously plays no role in lactation. Oxytocin is released at the time of orgasm in both males and females and appears to contribute to the contractions of the smooth muscle in the male ejaculatory system and of the vagina and uterus (Carter, 1992) . The mammalian female has been described as the passive participant in copulation, that in some species the female’s role during the act of copulation is merely to assume a posture that exposes her genitals to the male. This behavior is called the lordosis response (from the Greek lordos, meaning â€Å"bent backward†). The female will also move her tail away (if she has one) and stand rigidly enough to support the weight of the male. However, the behavior of a female rodent in initiating copulation is often very active (Carlson, 2007). Sexual behavior of female rodents depends on the gonadal hormones present during estrus: estradiol and progesterone. In rats, estradiol increases about 40 hours before the female becomes receptive; just before receptivity occurs, the corpus luteum begins secreting large quantities of progesterone (Feder, 1981). What controls a person’s sexual orientation, that is, the gender of the preferred sex partner? Many studies have examined the levels of sex steroids in male homosexuals (Meyer-Bahlburg, 1984), and the vast majority of them found these levels to be similar to those of heterosexuals. A few studies suggest that about 30% of female homosexuals have elevated levels of testosterone (but still lower than those found in men) (Carlson, 2007). If these differences are related to a biological cause of lesbianism or whether differences in lifestyles may increase the secretion of testosterone is not yet known. A more likely biological cause of homosexuality is a subtle difference in brain structure caused by differences in the amount of prenatal exposure to androgens. Perhaps, then, the brains of male homosexuals are neither masculinized nor defeminized, those of female homosexuals are masculinized and defeminized, and those of bisexuals are masculinized but not defeminized (Carlson, 20 07 ) Evidence suggests that prenatal androgens can affect human social behavior and sexual orientation, as well as anatomy. In a disorder known as congenital adrenal hyperplasia (CAH), the adrenal glands secrete abnormal amounts of androgens. (Hyperplasia means â€Å"excessive formation.†) The secretion of androgens begins prenatally; thus, the syndrome causes prenatal masculinization. Boys born with CAH develop normally; the extra androgen does not seem to have significant effects. However, a girl with CAH will be born with an enlarged clitoris, and her labia may be partly fused together. When considering the environmental factors of sexual development, one must consider the parental factors. Although most research on the physiology of parental behavior has focused on maternal behavior, some researchers are now studying paternal behavior shown by the males of some species of rodents. Then the human paternal behavior is very important for the offspring of our species, but the physiological basis of this behavior has not yet been studied. Most sexually dimorphic behaviors are controlled by the organizational and activational effects of sex hormones. Maternal behavior is somewhat different in this respect. First, no evidence exists that organizational effects of hormones play a role. Second, although maternal behavior is affected by hormones, the behavior is not controlled by them. Most virgin female rats will begin to retrieve and care for young pups after having infants placed with them for several days (Wiesner and Sheard, 1939). Although hormones are not essential for the activation of maternal behavior, many aspects of maternal behavior are facilitated by hormones. Nest-building behavior is facilitated by progesterone, the principal hormone of pregnancy. Voci and Carlson (1973)found that hypothalamic implants of prolactin as well as progesterone facilitated nest building in virgin female mice. Presumably, nest building can be facilitated by either hormone: progesterone during pregnancy and prolactin after parturit ion. Prolactin, produced by the anterior pituitary gland, is responsible for milk production. Unlike many other peptides, special mechanisms transport this hormone from the blood into the brain (Carlson, 2007 ). References Bermant, G., and Davidson, J. M. Biological Bases of Sexual Behavior. New York: Harper Row, 1974. Carlson, N. R. (2007 ). Physiology of Behavior, Ninth Edition. Boston: Allyn and Bacon. Carter, C. S. Hormonal influences on human sexual behavior. In Behavioral Endocrinology, edited by J. B. Becker, S. M. Breedlove, and D. Crews. Cambridge, Mass.: MIT Press, 1992. Feder, H. H. Estrous cyclicity in mammals. In Neuroendocrinology of Reproduction, edited by N. T. Adler. New York: Plenum Press, 1981. Harris, G. W., and Jacobsohn, D. Functional grafts of the anterior pituitary gland. Proceedings of the Royal Society of London [B], 1951– 1952, 139, 263– 267. Meyer- Bahlburg, H. F. L. Psychoendocrine research on sexual orientation: Current status and future options. Progress in Brain Research, 1984, 63, 375– 398. Money, J., and Ehrhardt, A. Man Woman, Boy Girl. Baltimore: Johns Hopkins University Press, 1972. Warne, G. L., and Zajac, J. D. Disorders of sexual differentiation. Endocrinology and Metabolism Clinics of North America, 1998, 27, 945– 967. Voci, V. E., and Carlson, N. R. Enhancement of maternal behavior and nest behavior following systemic and diencephalic administration of prolactin and progesterone in the mouse. Journal of Comparative and Physiological Psychology, 1973, 83, 388– 393. Wiesner, B. P., and Sheard, N. Maternal Behaviour in the Rat. London: Oliver and Brody, 1933. Research Papers on Sexual Developement and OrientationGenetic EngineeringInfluences of Socio-Economic Status of Married MalesResearch Process Part OneBionic Assembly System: A New Concept of SelfPETSTEL analysis of IndiaOpen Architechture a white paperThe Relationship Between Delinquency and Drug UseIncorporating Risk and Uncertainty Factor in CapitalArguments for Physician-Assisted Suicide (PAS)Personal Experience with Teen Pregnancy

Sources work Assignment Example | Topics and Well Written Essays - 500 words

Sources work - Assignment Example Bernard (2011) claims that the smoke has very high toxicity levels so harmful to the human life given the amount of chemicals contained in the cigarette. He goes ahead to quite cite the actual fact that toxicologists and health care professionals have gone a long way in finding several harmful chemicals in the cigarette. Cigarettes are the most popular, most addictive and the deadliest form of tobacco ever to be used (World Health Organization). These contrasting ideas between smoking enthusiasts (revelers) and the equally enthusiastic dissidents create an interesting discovery of facts about smoking. If there is proof that smoking kills, with health professional’s strong campaigning against the ‘vice’, then why is the number of smokers increasing day after day? The US National Cancer Institute brings out the observation that some of the facts leading to someone talking up smoking may just be a social issue as opposed to personal or medical issue. Actually, smokin g has never been proved to cure any health problem apart from allegations by some health researchers that Cannabis has some medical content (Kobus). The review of this work therefore seeks to point out the effects of smoking to the body of the smoker and those who are physically close to him/her. This will also seek to establish whether smoking in public should be Okayed as a legal aspect of life or be deemed illegal by the law. A report on smoking was as released on September 17th 2009 by Dr. Jen Doe and Dr. Chris DeSanto had very comprehensive information about effects of smoking. These two medical professionals are members of the Georgetown Hospitals Community Pediatrics Program and have served as campaigners for Tobacco Free Kids in America. Their work was seconded strongly by the American Medical Student Association having produced accurate reports on kids and smoking (Doe and DeSanto). This article about children and smoking reflects on effects of smoking by

Cultural diversity and the regional cultural nuances at La Napoli Essay

Cultural diversity and the regional cultural nuances at La Napoli - Essay Example This study looks into globalization that has accelerated the process of growth in the hospitality industry and relaxation of immigration policies have helped overcome skill shortages in the sector. However, while labour migration helps the local economy, the managers in the hospitality sector face the challenge of managing the workforce diversity because of high level of labour mobility across nations. La Napoli appears to lack the right leadership in handling the issue of cultural diversity. Diversity manifests in visible and non-visible differences which could include race, ethnicity, nationality, language or even religion in addition to personality and work style. Elements such as age, gender, sexual orientation, race and physical traits are the core elements that form the primary dimensions. These do not change over time as they are inborn and also interdependent. Managers would perceive the world through these elements and if the primary differences between individual are high, it becomes difficult to establish an environment of mutual trust and confidence. Culture clash and conflicts become common place having a negative impact on human relationships. Cultural differences impact the need for love, belongingness and the esteem needs of individuals, which thereby contradicts Maslow’s theory of Hierarchy of needs which states that an individual moves to higher levels of needs only when the physiological needs are satisfied. Even very subtle differences can impact outcomes, decisions and thereby organizational effectiveness. (Korac-Kakabdse & Kouzmin, 1999). Cultural imprints are deeply rooted and embedded, and cultural forces drive behaviour. By being aware of these conscious forces the leader might be able to better handle the forces and enhance positive behaviour. Each culture has its own recurring pattern which becomes so embedded in the system that individuals remain invisible to the pattern (Rapaille, 1999). Since these patterns are deeply imprin ted, the moment a different culture appears, there is resistance or non-acceptance. Power usually radiates from the centre (Kane-Urrabazo, 2006). Hofstede’s dimensions of culture provide a deeper understanding of how people from different cultural backgrounds interact. For instance people from low power distance culture communicate more effectively while those from high uncertainty avoidance culture do not like delegating work (Testa, 2004). It is thus important that the manager/leader understands the different cultural archetypes, the unconscious forces that shape culture. Food is an area where cultural forces have a great impact. This is evident in the case of La Napoli where the local culture in food consumption had not been evaluated. People prefer

Performance management or performance evaluation Essay Example for Free

Performance management or performance evaluation Essay The basic aim of performance management is to create an environment for the employees where they can work at their best. It begins when a particular job is defined whereas it ends when the employee quits from the organization and performance management basically serves as a replacement of the traditional appraisal system. There are certain advantages of performance management and the most important one is the goal of developing clear job descriptions for the employees that can be easily comprehended by them. The second advantage is that it helps the employer to hire the best candidates for the job that suits them and at the same time, performance management helps them to negotiate with the employees on various issues. When the employee is finally hired, he can be provided with necessary training followed by the feedback of the coach that enable organization to develop sessions in which issues regarding performance development can be discussed and according to the results of the performance of the employees, the remuneration package can be designed. Moreover, performance management also provides various career opportunities for the employees and can also provide assistance when conducting exit interviews to know why the employees choose to leave the organization. The concept of annual performance is a bit different from that of performance management. When managing other people, the manager has to conduct performance appraisals in order to know how the employees are performing and this can help motivate the employees to work well in future. Annual performance is basically done to evaluate the performance of the employee and to know how well they have worked throughout the year and the contributions that they have made for the progress of the organization. It not only helps in the development of the staff but it also improves the communication between the staff and the managers, however annual performance has some disadvantages as well. When conducting performance appraisals, employees might ask for feedbacks from their friends in the organization who are more likely to give positive feedbacks and may avoid any negative comments of the employee. Moreover, when conducting appraisals the companies often send evaluations to the raters without telling them how to accurately do the appraisal and without advance notice. (Leat, 2001). Reference Leat,M. (2001). Exploring Employee Relations. Butterworth-Heinemann.

Endangered Species Study: Jaguars :: essays research papers fc

Endangered Species Study: Jaguars I. The jaguars of Central and South America have been being killed for game and protection. This cat used to have homes around the United States to Uruguay, but ever since the fears of extinction the jaguars have moved to the undeveloped rain forests in Latin America. Jaguars are being killed due to many people fearing for their own lives and many are also being killed to protect cattle. Jaguars do stalk and ambush their prey, however, they rarely ever attack man. One of the main reasons that jaguars are still living is that they can adapt to many habitats, from tropical rain forests and swampy areas to scrub lands and grasslands. II. Jaguars are part of the life cycle of many species. Killing jaguars for protection and furs are ruining other species that live in the same range as them. These cats are of no harm to human life, most deaths that jaguars have had a part in were to protect themselves from being killed. Many jaguars just disappear from the pressures of being killed. While the animal is trying to change habitats they have died. The rain forests that the jaguars inhabit are being torn down to open up lumbering, farming, livestock raising, and other activities carried out by humans. Killing a jaguar is taking away a life that is doing no harm to the eco-system. A jaguars' way of living is much like that of a human, you don't see jaguars killing humans for their skin. III. Any endangered specie, including the jaguar, has many different alternatives in which the government or a national group would have to be involved. There are several organizations that help the breeding and life of many species. One way of breeding a specific species would be to freeze sperm and embryos so that scientists may breed more of the species when they are close to extinction. IV. I feel that the jaguar can be saved by forcing contractors to move their construction to a different place rather than a rain forest so that the jaguars

How Different Approaches and Power of Leadership Manage Organizational Stress?

Affiliative leadership style is ineffective in complex challenges of an organization. As affiliative leadership refers to team building when a department re-organizes itself then no co-ordination in new members exists. Transformational leadership approach that causes change in individuals and social systems in organizational already working projects. Which consequence on management to reorganize the already done work that causes frustration and lack of compatibility in employees which in case increase stress in management. Negative leadership style of a manager can lead to low measures of organizational commitment of sub ordinates in their unorganized reports. Employees working under coercive managers are unlikely to be committed, and more likely to resist the manager, cause turnover of employees. When managers low consideration is given to organizational variables that influence the nature and impact of leadership. Management is effected by both internal and external factors . Internal factors conflicts, non-specific fears, fears of inadequacy, critical environment and diversification. External factors competition and threats . These factors effect the working environment, profitability, motivation of employees and organizational culture. Literature Review According to Erkutlu and chafra (2006) Bases of leader power and subordinate’s job stress are significantly related with each other. This literature suggest that individuals having power at various levels enforce job stress in hospitality industry. According to de Jong and hartog (2007) Among all 13 leadership behaviours one is so crucial and got little bit noticed from researchers. Leaders through idea generation and delebrate actions are fullfilng their duty by motivating employee’s innovative behaviour. In leading positions a connection seems between power and famininity which is different from that of western literature on leadership. So that sometimes females took advantage of their power in a negative way (Quader & oplatka 2008). With an international CEO and other significant’s interview, a distinct experience is extracted that shows no-one get relieve on the basis of gender discrimination (kakabadse, kakabadse, & lee-davies 2007). Result of this article shows that there are some common as well as different elements in both of the leaders. One consider himself that he can understand the learning problems and the other one about the teaching duties (Zhong & ehrich 2010). According to Hetzler and sebastian (2010)To enforce individuals to make unbiased decisions different changes have been made in procedures, structure and technology. A such enviornment is groomed in which humans and machines can interact with each other for better decision making. According to Fennel and Hope-Arlene (1999) This research gives a number of examples including: Organizationz in which power was given to women leaders, their will power to run school organizations and experience of those who work with them. To implement the ethics plan successfully it is necessary thet those plans must be practiced by organization’s stakeholders firstly. In an organization, to make certainity of ethics, strong planning is compulsory (Belak, duh, mulej, & strukelj 2010). System models were used to remove the hurdles, in an organization, towards its assessment. It is found that if more appropriate system models will use it will lead organization to superior results (Ambrozm & derencin 2010). The article shows that in market place the main logic of business is to have a good start-up of business and it will go on for long time. If more risk factor is involved it will result in higher profit. Boundries must be carefully chosen for the protection of core capital (Wasilewski & Michal 2010). According to Smith, Bruyns and Evans (2011) quantitative analysis of the stories to recognize many project managers’ optimism discussion that powerfuly effect IT project success. Futhermore, it was decided that IT project success was both positively and negatively effect stress. To improve the possibility of project success it was decided that IT project managers should have positive and based on reality level of optimism based on a highly approved project plan. While the project team should anticipate and willingly accept stress during the project , this shoul be carefully managed. As stress-related health-cost is more and more importance is attached on decreasing stress. Industries has identified the benefits of minimizing stress through increased productivity and decreased health-care costs. As worldwide competition increases , corporations who can teach their workers how to manage and control stress in positive side may well have find a strategic benefits (B. Donovan & H. Kleiner 1994). The conclusion of structural equation a example to disclose the following; job stress is the preceding of frustration, while frustration can to greater extent anticipate physiological stress for C-PMs; job stress is negatively connected only o their task performance; both frustration and physiological stress are negatively connected to their organizational proceedings; task performance goes positively to their interpersonal performance. Recommendations are given based on conclusions to increase their stress and performance level (Leung, Chan, & Dongyu 2011). According to Hede ( 2010) eliminate stress techniques are accepted for use by manager’s in practice to keep away from emotional reactivity and to manage stress. The TIME scale has five factors, and each has generaly approved internal firmness and test-retest accuracy. Time scale factors results were negatively connected with both turnover purpose and stress (Burt, et al 2010). According to Coffey, Dugdill and Tattersall ( 2009) Key Obstacle include major changes taking place within the organizations; staff are doubtful to management and showing doubt. deficiency of resources and difficulties in translating findings into actions. Key factors important for success includes: strong involvement from senior management, staff participation, realistic expectations,fullfilment of duties and time frames. According to Fevre, S. Kolt and Matheny (2006) There is little experiment to prove or disprove something on which organization based stress management interventions as first approaches. Secondary, individual-focused approaches be employed prior to the introduction of primary methodologies within a client organization. According to Donaldson-Feilde, Yarker and Lewis (2008) The manner of behaving or acting to recognize or establish as being a particular pers on or thing were grouped into a subject of discourse to create a framework of 19 management ‘‘competencies’’ for keep from occurring and minimizing stress at work. Level of recognize frustration is related to degree of recognize and understand stress and degree of to become aware stress is related to type of leadership employed by managers (S. Gill, B. Flaschner & Shachar 2006). It come forth into view or notices that individuals to change their ability to manage stress. Self perception, locus of control, behavioral designs or Styles and flexibility or inflexible and strict, all influence on stress management abilities (Treven & Potocan 2005). According to Yu and Miller (2005) In manufacturing industry the generational groups have different characteristics of work and require different styles of leadership and it is shown by research but in education sector there was no difference of work and style of generational group. The effects of these two types task –oriented and socio-emotional leadership is shown by this finding that the follower satisfied with this. To find interaction the product term method is used . interaction between pressure and support was nonsignificant (Casimir & Keith Ng 2010). According to Rohmann and Rowold (2009) Female leaders have more transformational behavior than male leaders and it is shown in four samples. Furthermore, female leaders were more effective and more satisfied than their counterparts. In the team and organization leadership style whether it is transformational , transactional or ambidextrous act as a strategic resource that has an operational effect in the learning development (Bucic, Robinson, & Ramburuth 2010). There is a misalignment in performance of organization due to the problem of climate and leadership style . t supports the third hypotheses partially and fully supports the fourth hypotheses (Haakonsson, Burton, Obel, & Lauridsen 2008). According to Awan and Mahmood (2010) The Professionals were not sensitive about the relationship of these three variables. A majority of professionals considered that there chief librarians had an autocratic leadership style, and they adopt bureaucratic culture and these are committed with thei r organizations and it shows that they are in the favor of result oriented culture. In public sector there is a tension between two aspects one is to revolution in bureaucracies because of improvements, innovation and high flexibility. And other is to maintain standards and procedures for better quality services. This study shows change in leadership style and organizational change (James, 2005). Employees’ job satisfaction depends upon the leadership style of managers. Nevertheless, participative management is not always a good management style. Managers should select the best leadership style according to the organizational culture and employees’ organizational maturity (Mosadegh Rad & Yarmohammadian, 2006). It is a path that provides support for some hypotheses. Strength of relationship between the leadership vision and two dimensions of organizational structure are effect due to predicted mediations. NFP’s scored higher on socially responsible culture orientation than FPs, while FPs scored higher on competitive culture orientation (Sarros, Cooper, & Santora, 2011). According toTabassi and Abu Bakar (2010)This research shows about leaders ‘different qualities and style such as leaders’ orientation with people, about their ask in effective way and their qualities which helps juniors to become efficient leader by going with their own decisions and work with employees empowerment. From the above literature review understand hypotheses were derived to analyze How Different approaches and power of Leadership Manage Organizational Stress? H1: Strong positive association of leadership style with stress management. H2: Strong positive association of leadership power with str ess management. H0: No strong positive association of leadership style with stress management. H0: No strong positive association of leadership POWER with stress management.

Coca Cola Analysis

1 I. Introduction â€Å"Coca-Cola and Shasta. † These two products are in the same industry and both were invented around the same time. Nonetheless, a very different perception comes to consumers? mind when they hear these two words. In the 21st cent ury, Coca-Cola is considered one of the most valuable brands in the world, whereas Shasta is mostly known in United States, particularly in the West Coast region. Coca-Cola is owned and operat ed by The Coca-Cola Company, and Shasta is currently owned by National Beverage Corp. This report will examine, compare, and analyze both companies in terms of operation, promotion, management, and finance.In addition, SWOT analysis and Porter? s Five Forces will be conducted to evaluate the companies? positions in the industry. The report will also identify several issues that both companies currently face and suggest alternatives and recommendations in order assist Shasta, a subsidiary of National Beverage Corp. , to gain more market shar e. Table 3 exhibits that National Beverage Corp. makes up only about 2. 8% of the soft drink industry in 2010. Company Background Dr. John Pemberton, a pharmacist from Atlanta, invented Coca -Cola in 1886. The world? s largest non-alcoholic beverage company trademarked its name and logo in 1893.After thirty years of establishment, the company went public in 1919. The share price of its initial public offering (IPO) was $40 a share (Datamonitor, 2010). Coca-Cola expanded rapid ly; it is currently available in more than 200 countries and reaches about 99% of the world population (National Geographic Channel, 2011). Consumption rate of trademarked or licensed products amounts to 1. 7 billion servings a day. As of December 31, 2010, the company has 139,600 employees worldwide (The Coca-Cola Company, 2011). Similarly, Shasta was founded in 1889, three years after Coca-Cola. In Northern California, Mt.Shasta, â€Å"a group of businessmen opened a health and vacation resort at the s ite a nd featured naturally carbonated spring water. † The carbonated water received positive feedbacks from clients who stayed at the health and vacation resort . Shortly after, t hese businessmen established Shasta Mineral Springs Company and started selling the product throughout the West Coast region, including California, Oregon, and Washington. In 1928, the company was renamed The Shasta Water Company, and began to diversify its carbonated water line to a segment with more flavors. In 1985, Shasta was acq uired by National Beverage Corp.Despite of the acquisition and product diversification, Shasta is serving the same West Coast market that it was serving decades ago (Shasta Beverage, Inc, 2010). Target Market Coca-Cola views everyone as potential consu mers. Coca-Cola targets all age groups; however, the one with most potential is the age group between 18 to 25 years old , which tends to have busy lifestyles. Furthermore, the company attempts to appeal students and family-ori ented consumers. The socio-economic status of these demographics ranges from lower to upper-lower income level (Grimm, 2000). These are a few characteristics of Coca -Cola? target market. Soft drink Industry 2 Shasta? s main focus is variety. Even though the company sells a variety of cola, the sales of other flavors are better. Statistics show that ethnic groups prefer flavored drinks over cola. Based on this research, Shasta has centered its target market on et hnic groups. Shasta? s demographic targets: low to middle income consumers, less educated individuals, and large families. Psycho -graphically, the company targets individuals who look for value and quality in a product, like Shasta cola, as an alternative to Coca-Cola or Pepsi (C.Anicich, E-mail Interview, April 20, 2011). Table 3: Industry Trends & Comparison Analysis (source: Beverage Digest) Source: Beverage-Digest (Top-10 CSD Results for 2010). II. Operational Analysis ? The Coca-Cola Company Raw Materials Water is the main ingredient used in Coca-Cola? s products. The soft drink is made from diluting water with concentrates and sweeteners. The concentrates used in Coca -Cola? s beverage remains a secret; therefore, the company does not allow filming during manufacturing processes. According to National Geographic (2011), the beverage is made with 90 percent water.Because water? s taste varies at every location, Coca-Cola has to neutralize the water to ensure that its products taste consistently worldwide. The other main ingredient is high fructose corn syrup (HFCS) and since imported sugar is more expensive, Coca-Cola uses HFCS as its principal sweetener. Manufacturing Coca-Cola is the largest player in the non-alcoholic beverage industry. It operates in over 206 countries and has 900 bottling plants and factories worldwide with locations such as Eurasia, Africa, Europe, Latin America, as well as North America (National Geographic, 2011).Due to this, these manufacturers must adhere to strict sta ndards in order to produce sta ndardized CocaCola? s products. Moreover, Coca-Cola manages its manufacturing processes efficiently. For Soft drink Industry 3 example, the new factory in Baton Rouge operates 24 hours a day, five days a week, and can produce up to 4. 5 million beverages in one day. Additionally, in recent efforts to be environmental friendly, the company announces that it will change its electrical equipments and reduce water usage. The decision is projected to save the company approximately one million dollars annually. DistributionsCoca-Cola has the world? s largest distribution system; hence, it is a ble to reach almost every region (Coca-Cola Co. , 2011). The company distributes its beverages to consumers through various retailers, wholesalers, vending machines, and distribution centers. Furthermore, it sells its syrup and concentrates to cafes and restaurants used in fountain drink dispensers. ? National Beverage Corp. (Shasta) Raw Materials National Beverage Cor p. collaborates with many suppliers for raw materials and packages. Moreover, the company consolidates its purchasing function for cost containment purposes (National Beverage Corp. 0K, 2010). This advantage allows the company to compete against major beverage companies. Some of the materials used to produce the beverages are sweeteners, juice concentrates, carbon dioxide, water, glass, p lastic bottles, aluminum cans, paper, cartons, and closures (NBC 10K, 2010). The costs of the materials are very volatile; reasons being are because of gas prices, tariffs, foreign exchange fluctuations, etc. Consequently, the company purchases forward agreements with suppliers to minimize the price increases on certain materials. Manufacturing National Beverage Corp. ets up manufacturing plants strategically. Its twelve manufacturing facilities are located near major U. S. metropolitan cities; thus, enab ling the company to distribute products promptly and efficiently (NBC 10K, 2010). In manufactu ring plants, the company bottles and cans its beverages. National Beverage Corp. believes that ownership of bottling facilities provides a competitive advantage o ver some competitors? dependency on third party bottlers (NBC 10K, 2010). As a result, the company is able build its own competitive advantage and become s more experienced and efficient. Distributions National Beverage Corp. tilizes a hybrid distribution system to deliver products through three primary distribution channels: take-home, convenience and food-service (NBC 10K, 2010). Take-home channel distributes to grocery stores, wholesalers, and warehouse stores such as Costco. Secondly, the convenience channel, which distributes to gas station and convenient stores such as 7-Eleven stores. This channel allows the company to charge higher selling price than the other channels because of lower sales volumes. The last channel is food-service. This channel distributes its products to schools, hotels, airlines, restaurants, a nd other food related places.Soft drink Industry 4 III. Promotional Analysis ? The Coca-Cola Company Word-of-Mouth Consumers are talking about brands and companies every day, and it so happens that a vast number of conversations are about Coca-Cola. According to Keller Fay Group, a research marketing firm, a study of 25,142 consumers shows that Coca-Cola is currently the most talked about brand in America (Wang, 2008). This finding demonstrates and measures the sample of consumers? conversations on a daily basis. In addition, the CEO of Keller Fay Group, Ed Keller, states, â€Å"†¦these brands fall under the realm of „social categories? and have greater frequency of purchase. As a result, consumers are exposed to packaged goods? logos and slogans frequently. The more products consumers purchase daily, the more likely that they are to start conversations about the products within their social circles. The table below exhibits the ten most talked about brands and Coca-Cola is placed first. Top 10 Word-of-Mouth Most Talked About Brands: 1. Coca-Cola 6. Ford 2. AT&T 7. Dell Computers 3. Verizon 8. Sony 4. Pepsi 9. Chevrolet 5. Wal-Mart 10. McDonald's Public Relations Coca-Cola has strong public relations because it is always on the forefront of contributing to the community and society.For instance, Coca-Cola recently announces to the press that it has just established the Coca-Cola Japan Reconstruction Fund, which promises to raise 2. 5 billion yens ($31 million U. S dollars), to assist the reconstruction of Japan over the next three years (â€Å"Coca-Cola raises†, 2011). As a result of this generous act, Coca-Cola will receive great public media presses. Social Media Since the emergence of social media on the Internet, Coca-Cola has increased its presence in the global community. For example, Coca-Cola? s Facebook page has more than 5. 18 million fans and still growing, which makes Coca-Cola? page one of the top fan pages on Facebook (Staff, 2 010). This illustrates the immense community support and brand loyalty the company receives on the Internet. In addition, Coca-Cola also utilizes the Internet as a tool to support the community in charitable acts. Example being, Coca-Cola promises to give one dollar to the Boys and Girls Club every time a Facebook user gives a friend a â€Å"virtual coke;† thus, raising about $126,000 for the organization (Staff, 2010). Overall, Coca-Cola uses the social media for community engagements and also to reach out to more consumers.Global Branding As the first mover in the market, Coca-Cola is currently known as a global brand, not just Soft drink Industry 5 an American brand. For instance, when the company entered the China market in 1928, the first direct translations of Coca-Cola had absurd meanings; such as â€Å"bite the wax tadpole† or â€Å"female horse stuffed with wax. † However, with due diligence and core competency in branding research, Coca-Cola was able t o choose different characters pronounced â€Å"K'o K'ou K'o LE, † which literally means, â€Å"let the mouth rejoice† or â€Å"happiness in the mouth† (Wooten, 2011).This proves that the company takes branding seriously and tackles every global venture strategically by adapting to local cultures. ? National Beverage Corp. (Shasta) Overview In the company? s mission statement, National Beverag e Corp.? s main focus is variety. Its soft drink line has over thirty different flavors with new flavors being tested every day. Its goal is to have consumers identify themselves with particular flavors. As individuals grow older, their likes, tastes, and personalities will change. National Beverage Corp. encourages its consumers to link their transformations to their favorite soft drinks.Its other objective is to promote itself as a friendly soft drink company that everyone can relate to. By using social media platforms such as Facebook, the company is able to reach out to current as well as new consumers. Also, word-ofmouth is known as the greatest influence for consumers ; thus, National Beverage Corp. hopes to satisfy consumers in order to create a word-of-mouth â€Å"boom† effect. Conceivably, this tactic can possibly lure over other consumers who belong to its competitors. The company also follows a consumer-based promotional strategy t hat centralizes on fitting the consumer? image to his or her favorite drink, rather than creating an image for consumers like Coca -Cola. With this, National Beverage Corp.? s promotional strategy can be dissected into parts by engaging the promotional strategy mix: advertisement, public relations, sales promotion, personal selling, and direct mail. Advertising Recently, National Beverage Corp. began showing television and online commercials highlighting its low prices in comparison to larger soft drink co mpanies. These comical commercials exhibit individuals being hit in the heads with a Shasta can; thus , coining the â€Å"Hit in the Head† theme.The end of the advertisement shows a statement, â€Å"Some people wouldn? t know a good deal even if it hits them in the head. † The focal point is to gain a satirical image in the viewers? minds to reiterate the fact that National Beverage Corp.? s soft drinks are usually priced lower than its competitors. Moreover, the vibrant colors used in the commercial highlight the many flavors that the company carries. Public Relations National Beverage Corp. cleverly uses the Internet as a medium to promote its image as a â€Å"neighborhood friend† to its consumers.By utilizing Facebook, the company starts a monthly promotional page called â€Å"Shasta Pop,† which is maintained by its employees who post three to four weekly highlights. These posts mainly discuss about advertising soft drinks, especially around the holidays. In addition, there are recipes on how Shasta can be combined in daily cooking. Soft drink Industry 6 Sales promotion Presently, based on its â€Å"Shasta Pop† Facebook page, National Beverage Corp. uses a Shasta van that travels around California and gives out free soda cans, discounts, coupons, and T-shirts. This promotional tactic is known as â€Å"Sha sta Pop Stops. For example, to promote new flavors, Stater Bros. will be inviting the Shasta pop van with KFROP radio station to its store locations. Moreover, fans are able to follow the Shasta van by tuning in to some of their local radio stations. Personal Selling In terms of sales, National Beverage Corp. mainly conducts business with local retail grocery stores. In order to promote its products, it offers attractive discounts to retailers through partnerships. For example, a retailer that chooses to place National Beverage Corp.? s products in front of the store will receive a higher profit for every sale. Direct MailAs Internet usage increased exponentially over the years, National Beverage Co rp. uses the Internet to send promotions to consumers via E -mail. Subscribers of â€Å"Shasta Pop† Facebook page receive periodic coupons through their Facebook? s wall and E-mail accounts. IV. Financial Analysis ? Sales Graph 1 shows that Coca-Cola generates most of its revenue from international markets. The U. S. revenue accounted for 31. 7% of the total revenues in 2010, which was $11. 1 billion, a gain of 34. 6% compared to 2009 revenues. Moreover, international markets made up 74. 1% of the total revenues in 2010, which was about $23. billion, an increase of 4% compared to 2009 international revenues. The significant growth in U. S. sales can be traced to the gain from the acquisition of Coca-Cola Enterprises and the growt h of its other beverage products, such as Fuze, Trademark Simply, and tea. However, international market sales rose slightly due to the concurrent growth in emerging markets as well as a decline in developed markets. Additionally, the unfavorable impact of foreign curren cy exchange rates was primarily responsible for a stronger U. S. dollar compared to other currencies (Coca-Cola, 2011, p. 63). Graph1: Coca Cola 2010 Sales by Segment 3% 0% 7% 13% 11% 14% 32% Source: 2010 Coca – Cola 10-K Report Soft drink Industry Eurasia & Africa Europe Latin America North America Pacific Bottling Investment Corporate 7 On the other hand, National Beverage Corp. sells its products to U. S. market only. Therefore, its domestic sales account ed for 100% of the total revenue in 2010, which was $593. 5 million, an increase of 3. 2% from 2009. Robust revenue in 2010 resulted from growth in the sales of case volume of 1. 2% for energy drinks, juices a nd waters; and 5. 1% for branded carbonated soft drinks. Moreover, â€Å"unit pricing increased 0. % which mostly due to positive product mix changes. The improvement was partially offset by a decline in allied branded volume† (NBC, 2011, p. 13). For the past six years, Coca-Cola increased its revenues and ne t incomes with average growth rates range from 8% to 18% annually. In 2005, sales were only $23. 1 billion. However, 2010 sales amount ed to $35. 1 billion, an increase of 13% from 2009. Additionally, 2010 net income was $11. 8 billion, an increase of 72% from 2009. The large growth was due to when the company acquired Coca-Cola Enterprises in October 2010, it recorded other income of $4. 8 billion.However, Coca-Cola experienced drawbacks in 2009 after the 2008 market crash. Its revenue dropped 3% to $30. 9 billion; nonetheless, its net income still gr ew to 17. 5% during 2009 as a result of price increase and effective cost cutting method of operating expenses as well as cost of goods sold (see Table 1). Even though National Beverage Corp. did not experience as much growth as Coca-Cola in its financial statements, its revenues have also been rising steadily since 2005. In 2010, revenue reached its highest level at $593. 5 million, an increase of 3% from 2009. Likewise, 2010 net inc ome was $32. million, an increase of 33% from 2009, primarily due to â€Å"higher sales volume, favorable changes in product mix and lower raw material costs† (NBC 10 -K, 2010, pg 13). Since 2005, revenue increased with an average of 3% per year, and net income growth averaged 11% annually. National Beverage Corp. experienced some setbacks in 2008 when the recession occurred. Though revenue increased, net income decreased by 9% to $22. 5 million (see Table 2). Table 1: Coca Cola Company (2005 -2010) (in millions) 2010 2009 2008 2007 2006 2005 Net Oper. Revenue 35,119 30,990 31,944 28,857 24,088 23,104 Cost of goods sold 12,693 11,088 11,374 10,406 ,164 8,195 S elling, general and admin expenses 13,158 11,358 11,774 10,945 9,431 8,739 Net Income 11,859 6,906 5,874 Source: sec. gov (Coca – Cola Company 10-K Consolidated Income Statement) 5,981 5,080 4,872 Table 2: National Beverage Corp. (2005 -2010) (in thousands) 2010 2009 2008 2007 2006 2005 Net sales 593,465 575,177 566,001 539,030 516,802 495,572 Cost of sales 396,450 405,322 393,420 365,793 349,131 340,206 S elling, general and admin expenses 145,159 131,918 138,447 137,212 135,090 130,037 24,742 22,480 24,682 22,226 16,886 Net income 32,853 Source: sec. gov (NBC 10-K Consolidated Income Statement) Soft drink Industry 8 ?Financial Overview According to data compiled by Bloomberg, Coca-Cola, leader in non-alcoholic beverage industry, is valued at $153. 15 billion via the market capitalization method. On the contrary, National Beverage Corp. , on the mid-size market capitalization roster, is valued at only $628. 23 million. In another word, Coca-Cola? s value is approximately 244 times more than National Beverage Corp.? s. Table 1 and table 2 show the income statements for these two companies for comparison purposes. Coca-Cola has been able to increase its revenues year after year and recorded top net sales at $35. 1 billion in 2010. Gross margin was 63. %, or another way of interpreting this i s the company took away $0. 639 per dollar of sale. Furthermore, after all expenses and income tax deductions, $0. 336 was net income per dollar of sale. The company boosted its bottom line from $6. 8 billion to $11. 8 billion primarily through revenue growth ($31. 0 billion to $35. 1 billion). For costs associated with cost of goods such as selling, general and administrative expenses (SGA) and income tax, a ll increased as a percentage of sales. However, the growth in revenue contributed enough to still see net income improve (Coca-Cola, 2011). Similarly, National Beverage Corp. as also been able to increase its revenue; therefore, increasing its net income year aft er year. Gross margin in 2010 was 33. 2% compared to 29. 5% in 2009. Due to lower economies of scale, National Beverage Corp.? s largest expense has been consistently cost of goods sold. Even though the company was able to reduce cost of goods sold expense from 70. 47% to 66. 80%, this expense was still high and is fin ancially harmful. However, the reduction in cost of goods sold in 2010 was a major driver that led to a bottom line growth from $24. 7 million to $32. 9 million (NBC 10-K, 2010). ? Financial Ratios Analysis Coca-ColaCOKE (KO:US) Current Quick ROA ROE Assets Turnover Inventory Turnover A/P Turnover A/R Turnover 1. 17 0. 85 14. 82% 42. 32% 0. 58 5. 07 times or 72 days 7. 88 times or 46. 32 days 8. 58 times or 42. 54 days LTDebt to Assets Total Liabilities to Total Assets Interest Coverage 0. 19 0. 57 19. 43 Coca-Cola? s financial ratios indicate that the company is in good health. In respect to profitability, return on assets (ROA) was 14. 82% and return on equity (ROE) was 42. 32%. These figures help the investors to assess management performance. Furthermore, liquidity indicators measure the company? s ability to meet short-term obligations.In 2010, current and quick ratios were 1. 17 and 0. 85, respectively. The quick ratio presents a more stringent figure on liquidity. Even though the â€Å"Golden Rule† states that it should be at least one, a figure like Coca -Cola? s can Soft drink Industry 9 be considered normal for a multinational company. Solvency calculations include long-term debt to total assets as well as total liabilities to total assets, which calculated at 0. 19 and 0. 57, respectively. Additionally, the interest coverage ratio, which indicates how many times interest expense is covered by operating profits before taxes and interest are factored in. Coca-Cola? interest coverage ratio was 19. 43, which meant operating profit was about 19 times larger than interest expense. Although there were not enough liquid assets to satisfy current obligations (total liabilities to total assets ratio of 0. 57), operating profit was more than adequate to service the debts. In addition to the calculations above, activity ratios measure how effective the company is utilizing its assets. Assets turnover, the amount of sales generat ed for every dollar's wor th of assets, was 0. 6. Inventory turnover, indicates how many times a company's inventory is sold and replaced over a period, and calculated at 5. 7 times per year or every 72 days. This shows that inventories were managed well. Accounts payable, represents an entity's obligation to pay off a short-term debt to its creditors, was 7. 88 times or every 46 days. Accounts receivable, is used to quantify a firm's effectiveness in extending credit as well as collecting debts, reported at 8. 58 times per year or every 43 days (Coca-Cola, 2011). National Beverage Corp. NBC (FIZZ:US) Current Quick ROA ROE Assets Turnover Inventory Turnover A/P Turnover A/R Turnover LT-Debt to Assets Total Liabilities to Total Assets Interest Coverage 2. 30 1. 71 20. 1% 21. 05% 2. 35 10. 67 times or 34. 21 days 8. 12 times or 45 days 11. 04 times or 33. 06 days N/A 0. 41 432. 13 For a mature company like National Beverage Corp. with a much smaller market capitalization, financial ratios indicate good perform ance year after year. Profitabi lity ratios like ROA and ROE were 20. 51% and 21. 05%, respectively. These returns on investment calculations were well above the industry? s average, which is very impressive. Liquidity indicators, such as current and quick, were 2. 30 and 0. 9, respectively. Unfortunately, these figures were below the industry? s aggregate.In regards to solvency indicators, total liabilities to total assets ratio was 0. 41:1 or $0. 41 debt for every dollar of asset. National Beverage Corp. used little or no debt in its capital structure and may have less financial risk than the indu stry? s aggregate. This increased the interest coverage ratio to 432. 13, meaning operating profit was 432 times larger than interest expense. Lastly, an activity ratio, such as total assets was $2. 35 revenue generated per dollar of asset. Inventory was presented at 10. 67 times per year, or every 34 days of cost of goods sold tied up in inventories.Accounts payable ratio indicates that the company collected 8. 12 times per year or every 34 days. Accounts receivable, reported at 11. 04 times per year or about every 33 Soft drink Industry 10 days worth of sales outstanding. In conclusion, National Beverage Corp. also appears to be in good financial standing. V. SWOT & Porter’s Five Forces Analysis ? SWOT Analysis Coca-Cola SWOT Analysis Strengths: Weaknesses: – Strong brand image and customer loyalty – High fixed costs of business – Robust global infrastructures and distribution – Several product recalls system – Higher prices compared to others Various product offerings – Solid financial condition and market presence Opportunities: Threats: – Expand to other developing countries – Change in customer preferences – Offer new beverages/drinks – Global economic recession – Shift focus to volume/price/ mix – Foreign exchange fluctuations National Beverage Corp. SWOT Analysis Stre ngths: Weaknesses: – Diverse product offerings – Low profit margin – Hybrid distribution system – Limited to U. S. market only Opportunities: – Expand to other neighboring countries – Offer new beverages/drinks – Increase in the non-alcoholic beverage ndustry ? Threats: – Change in customer preferences – Global economic recession – Rising cost of inputs – Competition from major beverage manufacturers Porter’s Five Forces (Soft Drink Industry) Threat of new entrants (Low): (H): Low switching cost for buyer, Low product differentiation (L): High economies of scale, High capital requirement, Low access to distribution channel Power of buyers (Moderate-High): (H): Low switching cost for buyer, Moderate product differentiation for supplier (L): Low purchase volume for buyer, Low threat of backward integration Power of suppliers (High): H): High switching cost to another supplier, High suppliers? concentra tion, Low availability for product substitute Soft drink Industry 11 (L): High importance of customer, Low t hreat of forward integration Threat of substitute product (Moderate-High): (H): High differentiation of substitute product (L): Low price performance relationship Intensity of Rivalry (Very high): (H): High number of competitors, Low industry growth rate, high fixed cost and storage cost, Low switching cost for buyers, High exit barriers (L): None Threat of New Entry (Low) Supplier Power (High)Competitive Rivalry (Very High) Buyer Power (Moderate High) Threat of Substitution (ModerateHigh) VI. Management Analysis The management analysis section will examine management structures, corporate policies, mission statement s, and vision statements of both The Coca-Cola Company and the National Beverage Corp. The management structure segment will explore the corporate leaders and executives as well as the workplace environment. A segment on corporate policy will observe responsibili ties and ethics expectations of every employee. The last segment will analyze each company? mission and vision statement and what it means to the company. ? The Coca-Cola Company Management Structure Management at the corporate level is headed by Muhtar Kent, Chairman of the Board of Directors and Chief Executive Officer. Other top officers at the Coca -Cola Company include Executive Vice President Irial Finan, Chief Financial Officer Gary Fayard, President of North America Alexander Douglas, and President of Latin America Jose Reyes. Soft drink Industry 12 Coca-Cola creates a winning culture by developing a diverse workplace. At the core, there is the â€Å"right employee† value proposition, which is directly ffected by four key values. These values are finding the right talent, right capabilities, right leaders, and the right workplace (Global Diversity, Our Strategic Framework 2010). In order to create the right workplace, the company must sustain positive diversity and fa irness on all levels of operations. Finding the right talent relates to matching the right people with the market they serve. Building the right capabilities is about sharing social culture and knowledge in the workplace. The right leaders leverage talent in the workplace to achieve superior results across the business.Coca-Cola Company currently employs 139,600 people, also known as â€Å"associates† (Businessweek, 2011). Corporate Policy and Ethics The Coca-Cola Company has been able to enhance its reputation through integrity and ethical conduct. Therefore, it is important for the company to safeguard these values and set standards to ensure employees do the right thing. The company? s Code of Business Conduct covers guidelines on integrity around the globe, internal as well as external integrity, and conflicts of interest. Mission and Vision Statement The Coca-Cola Company has set long term road-map of acquiring its bottling partners.The 2020 vision defines the company? s attitudes and behaviors that are required to turn the vision into reality. Furthermore, Coca-Cola? s mission statement serves as a guideline for company? s actions and decisions (Mission, Vision, Values, 2010). ? National Beverage Corp. Management Structure The executive team at National Beverage Co rp. is led by Chairman of the Board and Chief Executive Officer Nick A. Caporella. Other top officers include President Joseph Caporella, Principal Financial Officer George Bracken, Executive Vice President of Procurement Edward Knecht, and Chief Accounting Officer Dean McCoy.National Beverage Corp. has been able to create a winning cultur e through several key factors. First, t he company works as a whole towards strength, knowledge, and longevity of management team ([NBC] The Difference, 2010). Its seco nd factor is the flexibility to plan globally and act locally, this includes the process of vertical integration, hybrid distribution, and basket of beverages ([NBC] The Difference, 20 10). The company currently employs 1,200 workers (Businessweek, 2010). Corporate Policy and Ethics Ethical conduct is vital to ensure successful and lasting business relationships (National Beverage Corp.Code of Ethics, 2007). National Beverage Corp. also sets high standards of ethics for all its employees, supervisors, and managers. These include the procedures for the employees to act accordingly when dealing with the following: ? Conflicts of interest ? The use of entertainment, gifts, and payments Soft drink Industry 13 ? Relationships with customers or suppliers, and government employees ? Receipt of items by National Beverage Corp. employees ? Complete and accurate financial records as well as communication ? The use of company assets ? Workplace environmentMission and Vision Statement National Beverage Corp. continually strives to set a higher standard for value, quality, variety and innovation as a leader in the beverage industry ([NBC] The Difference, 2010). It continually positions itself as a unique beverage company with innovative ideas. Furthermore, the company places its people, products research and development, environment, packaging, and consumers at its forefront to create innovative advantages for the company. VII. Alternatives Financial Objectives According to most observers, there are two strategies for achieving superior erformance in any business. One strategy is product and service differentiation; the other is low -cost leadership. In National Beverage Corp.? s case, it is appropriate to suggest a low-cost leadership strategy. This method focuses on consumers? attention on product pricing, often using such slogans as â€Å"everyday low prices† or â€Å"the lowest price in town. † The goal is for the company to become the lowest cost producer in the marketplace so it can underprice the competition, achieve the highest sales volumes, and still make a profit on each sale.This can be attained by making quantity discount purch ases, having a lean administrative structure, and using production efficiencies from vigorous cost containment. As the business environment changes, few companies actually pursue just one strategy. Most will attempt to implement both-developing customer loyalty while controlling costs. National Beverage Corp.? s management will now ha ve to decide to: (1) improve profit margin, (2) increase asset turnover (more sales volume or fewer assets), or (3) both. In this case, it is best for management to formulate goals to increase profit margin.Profit Margin ROA and Competitive Advantage 30 25 20 15 10 5 0 NBC 0 0. 5 1 1. 5 2 Assets Turnover Soft drink Industry 2. 5 3 COKE 14 Strategic Objectives The core business from these two companies stems from the production of soft drinks. Coca-Cola has its Coke line as National Beverage Corp. has Shasta. Unfortunately, there are many products within Nat ional Beverage Corp. that cause brand dilution. To overcome this effect, the company can shift f ocus back to the Shasta brand and eliminate low performing players. This will in turn, strengthen Shasta and consolidate the brands that are left.Some alternatives the company may want to consider are broken down into short-term and long-term. Short-term In order for Shasta to gain greater brand recognition in a short time, it is imperative that National Beverage Corp. increases its marketing budget. Several possibilities to better market Shasta are: ? Advertise at college sports events ? Target more local domestic stores to increase â€Å"Buzz† effect ? Use celebrity advertising, specifically o lder television show celebrities ? Create a new commercial that is consistent with the marketing strategy of Shasta (example: promote self-identities of consumers through favorite soft rinks) These potential marketing strategies all focus on strengthening Shasta? s brand image. They also allow the company to remain consistent with its overall marketing plan. Long-term Further analysis shows that Shasta? s range of consumers is very narrow. The company only distributes in four states: California, Arizona, Utah, and Minnesota. Several approaches to increase sales of Shasta are: ? Distribute to more states ? Develop distributing partnerships with large retailers like Target Expanding distribution channels will boost sales of Shasta. The residual income can then be used to invest in building new production plants.Moreover, developing contracts and partnership s with large retailers like Target will ensure greater product placement, therefore, revamp brand awareness among consumers. VIII. Recommendations Short Term Create a new commercial that is consistent with the marketing strategy of Shasta Shasta rarely advertises on TV or online. However, it does have a popular commercial, which aired recently, â€Å"Hit in the head. † Unfortunately, it is neither good nor interesting. Besides, it does not match with the company? s current marketing strategy to have cons umers identify themselves with their favorite beverages.If Shasta is able to create a different approach for its advertising method and follow its marketing strategy, it may be able to obtain greater brand recognition and market shares in the soft drink industry. Since Shasta is National Beverage Corp.? s core competency, the company should approach the consumers based on this beverage line. The best way is to create a commercial that promotes self-identity based on the flavors that Shasta offers. With the target market being very diverse, this new commercial might appeal not Soft drink Industry 15 to just different ethnic groups, but also younger consumers who like to be different and unique.Long Term Develop distributing partnerships with large retailers to increase p rofit margin In 2010, National Beverage Corp. had a 66% cost of sales ratio, whereas Coca-Cola had 34. 3%. National Beverage Corp. „s cost of sales was excessively high for industry? s standard; therefore, was the primary cause of low profit margin. In order to increase profit margin, the company should lower its production costs by achieving larger economies of scale through building or developing distributing partnerships with large retailers like Target. This in turn will lower production and distribution costs.Consequently, Shasta cola brand will be availa ble to many other states and reach more consumers and markets; thus, boosting revenue and total sales volume. Soft drink Industry 16 XI. Bibliography About National Beverage Corp.. (2009, January 1). National Beverage Corp.. Retrieved March 28, 2011, from http://www. nationalbeverage. com/10AboutNBC. htm Coca Cola Company. (2008, Feb. 28). 2007 Form 10-K. Retrieved March 29, 2011, from http://sec. gov/Archives/edgar/data/21344/000119312508041768/d10k. htm Coca Cola Company. (2011, Feb. 28). 2010 Form 10-K. Retrieved March 28, 2011, from http://ir. thecoca-colacompany. com/phoenix. zhtml? =94566&p=IROLsecToc&TOC=aHR0cDovL2lyLmludC53Z XN0 bGF3YnVzaW5lc3MuY29tL2RvY3VtZW50L3YxLzAwMDEwNDc0NjktMTEtMDAx NTA2L3RvYy9wYWdl&ListAll=1&sXBRL=1 Coca-Cola Raises Total Pledge to 2. 5bln Yen for Japan Relief. (2011). Asia Pulse. Datamonitor. (2010, Apr. 15). National Beverage Corp: Company Profile. Datamonitor Company Profiles Authority. Retrieved March 27, 2011, from http://search. ebscohost. com. lib-proxy. fullerton. edu/login. aspx? direct=true&db= buh&authdb=dmhco&AN=7E22BD44-DB90-4E61-AE79-F5F25D7169FB&site=bsilive Datamonitor. (2010, May 28). The Coca Cola Company: Company Profile . Datamonitor Company Profiles Authority.Retrieved March 27, 2011, from http://search. ebscohost. com. lib-proxy. fullerton. edu/login. aspx? direct=true &db=buh&authdb=dmhco&AN=37CB5616-D04E-49EE-9F5CFFE75047D6FF&site=bsi-live Disclaimer/Terms of Use. (2009, January 1). National Beverage Corp.. Retrieved March 27, 2011, from http://www. nationalbeverage. com/SiteInfo. htm Events & Promotions – Shasta. (2010, January 1). Shasta Beverages , Inc. Retrieved March 28, 2011, from http://www. shastapop. com/events-promotions/ Grimm, M. (2000). Drink me. American Demographics, 22(2), 62-63. Marketing Mix (4 p's) – Promotion and Promotional Strategies. (2010).Welcome to Learnmarketing. net – Learn about Marketing here. Free Marketing Education, Lessons and Marketing Resources. Retrieved March 27, 2011, from http://www. learnmarketing. net/promotion. htm Mission, Vision, & Values. (2011) Retrieved April 10, 2011, from http://www. thecoca-colacompany. com/ourcompany/mission_vision_values. html National Beverage Corp. (2007, Jul. 12). 2007 Form 10-K. Retrieved March 29, 2011, from http://sec. gov/Archives/edgar/data/69891/000095014407006550/g08320e10vk. htm National Beverage Corp. (2007). National Beverage Corp. Code of Ethics. National Beverage Corp: Author National Beverage Corp. 2009). The Difference – Our Vision. National Beverage Corp.. Retrieved April 10, 2011, from http://www. nationalbeverage. com/ 32OurVision. htm National Beverage Corp. (2010, Jul. 15). 2010 Form 10-K. Retrieved March 29, 2011, from http://sec. gov/Archives/edgar/data/69891/000095012310065795/g24048e10vk. htm Soft drink Industry 17 National Beverage Corp. (2011, Jan. 21). National Beverage Corp (FIZZ). Value Line Investment Survey, p. 4633 National Geographic Channel. (2011). Ultimate Factories [Web]. Available from http://channel. nationalgeographic. com/series/ultimate-factories/5151/Overview#tabVideos/09750_00 Nguyen, J. Interviewer) & Anicich, C. (Interviewee). (April 20, 2011). Shasta Target Market [E-mail]. Shasta Beverage, Inc. (2010). Our History. Retrieved April 17, 2011, from http://www. shastapop. com/history/ Sicher, J. (2011, March 17). Beverage-Digest. Top-10 CSD Results for 2010, 59(5), Retrieved from http://www. beverage-digest. com/pdf/top-10_2011. pdf Staff, J. (2010). Coke, Pepsi like ‘net gains; cola rivals' fans on Facebook, twitter help steer, sell the brands. The Atlanta Journal- Constitution, 13A. The Coca-Cola Company. (2010). Code of Business Conduct: Acting with Integrity Around the Globe. Coca-Cola Company: AuthorThe Coca-Cola Company (2010). Global Diversity Our Strategic Framework. Coca-Cola Company: Author The Coca-Cola Company. (2011). The Coca-Cola Company Fact Sheet. Retrieved April 17, 2011, from http://www. thecoca-colacompany. com/ourcompany/pdf/Company_Fact_Sh eet. pdf Van Liew, NC. (2011, Jan. 28). Coca-cola (KO). Proceedings of the Value Line Reports for The Dow 30. Available from http://www3. valueline. com/dow30/f2084. pdf Wang, E. (2008). Study: Coke, the most talked about brand in America. Brandweek, 49(38), 009. Wooten, A. (2011). Preserving brand strength in global markets. Deseret News, WEB. Soft drink Industry Coca Cola Analysis The Coca Cola Company The company that I have chosen for my course project is the Coca Cola Company. The reason for my selection is simple, I am impressed with growth associated with Coca Cola and plan on further researching and analyzing how such growth of this magnitude is possible. The company was founded in 1886 by John Pemberton as a simple soft drink, created solely out of curiosity. John Pemberton, a pharmacist, mixed together the caramel flavored carbonated drink and initially starting selling it for 5 cents.Now 126 years later, Coca Cola has more than 3500 beverages, sold in over 200 countries and employ more than 146,200 employees. What debuted as a simple soft drink in an Atlanta pharmacy, now has a global success rate of 1. 8 billion servings per day. Product List The following product list is from research gathered covering the Coca Cola drinks of the North American Region in the United States. Globally Coca Cola has over 3500 products. The products sold solely in the Un ited States range from juices, energy drinks, soft drinks, coffees, teas, sports drinks and drink mixers.Coca Cola diverse efforts to cover every aspect of liquid drinks, whether for sporting events or simply enjoyment, have made up a total of XXXXXX in the United States alone. The original Coca Cola product was first introduced in 1886 and distributed nationally by 1899. Today you can find your favorite Coca Cola product literally anywhere in the world. Due to higher concerns for health and nutrition, in 2007 Coca Cola furnished caffeine content per serving along with already available nutritional information. Product Lines and MixThe Coca Cola Company has 7 product lines within their beverage selection. They all fall into the non alcoholic liquid beverage sold in restaurants, stores, vending machines and distribution companies in the United States. Of the 7 product lines (see table A below), you can see that the most variety falls under the soft drink line with over XXXXX of produ cts. Table A. Product Coca Cola Products have some of the most distinct flavors. At times they were criticized for adding certain ingredients, such as cocoa leaves, to enhance flavor and increased desire to drink the soft drink.Today the Coca Cola products sold in stores in the United States range from carbonated delightful drinks, to sports drinks used to fuel the body with electrolytes (See Table B. below). Coca Cola's first product was actually made by mixing a â€Å"fragrant, caramel flavored liquid and combined with carbonated water. (Coca Cola Co. , 2012). It became an almost instant sensation and today Coca Cola owns some of the favorite soft drink products sold in the U. S. such as Dr. Pepper, Sprite, PowerAde, Minute Maid, and Dasani. Table B. |Type of Drink | Popular | |Soft Drinks |Carbonated -flavored |Coca Cola- Sprite | |Juices |Non carbonated fruit drinks made from real fruit juice and |Minute Maid Lemonade | | |flavoring | | |Energy Drinks |Energy carbonated drink s made from Ginseng and Tuarine |Monster Energy | |Sports Drinks |Combines carbohydrates with fluid for hydration |POWERADE | |Tea / Coffee |Iced Coffee and Tea |Nestea | |Water |H20 |Dasani | |Other |Drink mixers, lactic drinks, and coffee blend |Bacardi Mixers | Include competition and SWOT ANALYSIS here before final draft!!! Branding Founded in 1886, the now famous brand that can be found world wide, Coca-Cola is the face to many different popular brands that we find on store shelves. In the 1950's Fanta joined Coca Cola only to be followed by Sprite, Tab, Minute Maid, Mr. Pibb, and Mello Yello.In the 1980's the famous brand Diet Coke and Cherry Coke were added, and the 1990's brought about the PowerAde and Dasani era. The Coca Cola logo has remained unchanged and impressively a letter script font so simple has become globally recognized. Packaging In 2010, Coca Cola switched from â€Å"The Coca Cola Management Company (TCCMS)† to the â€Å"Coca Cola Operating Requiremen ts (KORE)† to ensure quality, and product safety. Coca Cola holds a high standard in packaging and quality control of their operations. Coca Cola is consistently refining their efforts to maintain a high level of packaging and implementing new requirements as deemed necessary.Since Coca Cola is packaged globally, the â€Å"KORE† has implemented a set of requirements that are must be in accordance with packaging guidelines in order to protect the integrity of the product wherever it may find it's destination. The Coca Cola company first started bottling their product in 1894 in a now commonly known bottle called a â€Å"Hutchinson†. You can now find the product in a 6. 5oz, 10oz, 12oz. , 26oz. , bottle, plastic and aluminum containers. The product can also be found in a concentrate form. Sold in a carton box with the concentrate inside a plastic sealed bag, restaurant owners can then connect to their carbonated mixers and serve fountain drinks. Product FeaturesCoc a Cola has some very unique features and on top of having a patented flavor that has literally been untouched since its' debut in the late 1800's, the Coca Cola Company has now expanded it's diverse taste palette to accommodate anyone’s preference of taste. From soft drinks, to energy drinks, you can literally find a match from a Coca Cola product. One of Coca Cola's biggest product features is that you can find your favorite product shelved at a local store, anywhere in the world. A great product feature is that you can purchase it in bulk or by a single unit. Labeling The Coca Cola Company provides several labels for their customers to attain facts of the beverage that they are consuming.Nutritional Facts and UPC codes can clearly be found on Coca Cola Products. Since 2007, Coca Cola began furnishing a detailed â€Å"caffeine content in addition to nutritional information already provided. † ( Coca Cola, 2012). As of 2008, Coca Cola began providing â€Å"servings-pe r-container† and â€Å"calories-per-serving† for all customer's. Finally in 2009, Coca Cola's packaging was formatted differently to provide an immediate visual presentation of the calorie content on front of packaging. Competition It is no secret that Pepsi Cola Company is Coca Cola's direct competition. For many years we have seen the on going marketing battle of the two companies literally feuding via commercial air waves.The long battle is due in large part to Pepsi's direct marketing strategy to out due or match every single move that Coca Cola makes. The shadow-like improvements of each mega marketing campaign have proven to be cornerstones in marketing and advertising trends that we see today. The mega moves and strategies that each company has the ability to afford are a great tools for any company to take notes on and follow suit. Interestingly enough, Pepsi competes with Coca Cola in a different approach; Coca Cola has over 3500 soft drink products and Pepsi w orked its' way into marketing their brands of chips, oatmeal, snacks, cereal, teas, soft drink PricingDue to the variety of sub- brands under Coca Cola, price segmentation is in place due to the different markets and global distribution pricing as well. In the United States, Coca Cola Company and Pepsi Cola have become mega players in the oligopoly market. With less competitors, and the same brand names seeking larger market share, the pricing strategy on a product that sometimes can be found for $1. 00 U. S. , is uniform delivered pricing. (Lamb, Hair, McDaniel, 2012). Since distribution is world wide, the companies prefer to factor in their own freight and production costs, to deliver the price demand that competitors are available to offer. There is a mutual agreement when in a market such as oligopoly.The pricing strategy is still competitive pricing strategy, due to the fact that if Coca Cola decided to lower prices, Pepsi Cola would soon follow suit to stay within the target m arkets price demand. It is also very realistic that when competitors raise or lower prices, the opposing players can decide not to match opposing prices as a strategic stronghold to maintain position in economic market spot. In a recent article from the â€Å"News by Industry†, Pepsi announced a â€Å"festive promotional price cut† and sources close to Coca Cola said that they would not match the cut. (â€Å"Pepsi to Cut†, 2012) Since the beverage commission has very little companies with a lot of buyers, the pricing strategy is competitive and based on competitors pricing.Pricing in this market is very elastic and companies have the ability to change pricing as they wish depending on their geographic locations. The pricing in vending machines can also vary since labor costs do not exist and can basically sell the product all day, every day. The pricing strategy on Coca Colas different product sizes is extremely strategic. Depending on where you purchase the pro duct from, prices will vary. According to a recent poll question asked on Yahoo, â€Å"how much does your Coca Cola cost where your at? †, average cost on a 20oz. bottle of Coke is about $1. 25, average cost for a 2l bottle of Coke is about $1. 10, nationwide. Promotional pricing can be found regularly on 2l bottles and packages with larger per volume products.The pricing strategy is tactical and allows for consumers to feel the need to upgrade to save on price and increase volume. The most expensive form of consumer product purchase is the 5 gallon â€Å"bag in box† form. This concentrated syrup is usually purchased by restaurants/bars industry, and can yield 30 gallons of fresh fountain product. This price also varies on your geographic location and distributor, but on average here in Texas can be purchased from Sam's Club for $69. 83. (Sams, 2012) When sold in restaurants, soft drinks now sell for about $2. 00 for a 10-16oz glass, making it extremely profitable and cost effective to purchase the concentrate.On the other hand, Coca Cola benefits for simply selling the concentrate and less costly forms of packaging. Place Since Coca Cola is one of the most popular soft drinks in the world, distribution is in high demand and in a multitude of channels. The distribution method that is used by Coca Cola is in the Fast Moving Consumer Goods. Here the products do not rely on a long shelf life and due to the moderate and easy pricing, products are in high demand, sell at a high rate and distribution is high. Ranging from mobile vendor carts on the streets to some of the large amusement parks such as Disneyland and 6 Flags, distribution is effective in every form.At the end of the day when added up globally, Coca Cola is at the top of the beverage consumption list. Some of the many distribution channels include the following. Mobile/ cart vendors- mobile vending can satisfy consumers conveniently at their location instead of having the consumer come to a retail store or stand. Provides easier access to consumers in special events or parks with the satisfaction of a cold beverage in any location. Vending Machines- with an occasional restocking visit, a vending machine provides an assortment of products at no labor cost. The vending machine provides product to areas that are remote or not within walking distance to the store, accessibility and great advertising.Vending machines are favorites in schools and business lounge areas. Retail stores / grocery stores- with places such as Wal-mart, this allows for a wide array of variety to be shelved and advertised while selling the product. Coca Cola holds contracts and agreements to provide for strategic placement of their product so that the first visual product such as Coke is in plain site. Competitors products are pushed to the end of the aisles. Hotels, Restaurants, Cafe- This is by far the largest number of consumption since restaurants and bars use a large number of soft drinks an d mixers. Contracts and sponsorships with these locations provide for major distribution.Amusement Parks, Museums, Civic Centers- Areas like Disneyland and 6 Flags over Texas are the biggest types of distribution forms. Amusements Parks hold concerts and special events where the â€Å"official beverage† of the theme park are displayed profoundly. Within the park are restaurants and food courts that are also limited to selling the â€Å"official beverage† adding to the large number of distribution methods. In a recent article provided by Beverage World, â€Å"Six Flags Entertainment Corp. and The Coca-Cola Company have announced a 10-year extension to their partnership agreement, designating Coca-Cola as Six Flags' official beverage sponsor for all domestic parks. (â€Å"Coke, six flags,† 2012) With a partnership agreement of this magnitude, competition is increased due to the large number of exposure and distribution that is provided. Coca Cola has had this sam e contract with 6 Flags for the last 50 years. Any media that is released or furnished by 6 Flags Over Texas, (i. e. Twitter, Facebook, Yahoo) will automatically provide the â€Å"Coca Cola-Official Drink† stamp. With a consistent strategic placement in a venue such as ginormous as an amusement park, it can be said that all of Coca Cola distribution channels undoubtedly cover important areas to contribute to the 1. 8 billion serving per day in over 200 countries. Promotion Communication StrategyA communication strategy is the way in which a company relays information for the products or services to reach the consumers hands and attention. The Coca Cola Company has several strategies which it employs to reach their target market. In order to reach the correct target market a strategic and precise strategy must be applied. Although specific, detailed marketing information could not be obtained, in 2006 roughly $2. 6 billion dollars were used for advertising expenses in pursuit of reaching a solid communication strategy. In 2000, only $1. 7 billion was spent on advertising. (Coca-Cola FAQ. 2012) In my summary the amount of advertising investments paid in relation to dividends generated will be defined.According to a recent article by Forbes Magazine, The Coca Cola Company is at the top of all beverage companies, and ranked #3 among the most powerful brands in the world. Forbes Magazine also estimates Coca Cola's advertising expenses at around 3. 2 billion (Badenhausen, 2012) In order to form a powerful communication strategy, the target audience must be defined. The following target market is what Coca Cola has found to be beneficial for the companies growth. . Young athletes- young athletes are a good source to start with. By increasing product awareness at a young age, you inspire taste bud recollection and a higher return. Young athletes are easier to inspire with promotional ads, billboards and endorsements from professional athletes. More of the sport s drinks and water fits into this category.High School Athletes- High school athletes are constantly looking up to professional collegiate athletes. Adding the endorsement incentive to these young athletes is a primary step in increasing product consumption. Sponsorships Collegiate Athletes- here athletes are influenced by professional figures and the hopes of the Olympics. Endorsement deals are larger here since the competition is fierce with hungry rising, mature individuals. Sponsorships Pro Athletes- Endorsements are the main source of advertising. Professional athletes are the main element of advertising and sports drinks are seen everywhere. Young Adults- Non Athletes- Clubs, bars, and nightclubs are the focal point in order to attract this demographic.Professionals- very open form of market. Basically all elements of the previous demographics factor into the professionals. This is an ongoing form of demographic that derive from the adolescent to present day professional. Larg e Audience- there is no specific market here as it applies to the whole general consumer base as a whole. It is the maximum exposure that creates a large audience base. Olympians- The entire universe participates in these events and are a great source of advertising. Here endorsements here are extremely valuable as athletes are in a world wide arena and competition is extremely fierce. Other- made up of all elements comprisedSales Strategies Coca Cola has several different sales strategies that have actually worked for them numbers wise. According to an article posted by â€Å"The Packaging Digest† in 2011, a recent sales strategy boosted sales by 8% to 2. 2. billion world wide, and actually increased the product price by 3%. (Crocker, 2011) This is a proven method that has given results. The placement of products is strategic. When shopping for health foods, one of the most popular fruits being the bright yellow bananas, you will find â€Å"Dasani† , eco friendly recy cled water bottles right under them. Pairing items like this is a tactic that has proven effective since 2011.Another strategy is one that Coke Zero uses to place their products in the beer section, to encourage the designated driver to consume their products. Finally, the 2 liter coke that is found in the grocery stores near the pre-cooked chicken is also a strategy to make it easier for you to â€Å"grab and go†. Making it easier for people to shop faster is key. Vending machines and coolers with the product before check out are some of the sales strategies that Coca Cola uses to increase sales in a market of $1 products. â€Å"The competition is actually pretty fierce for the overall beverage dollar,†¦ It requires a lot of marketing and promotional support. â€Å"(Crocker, 2011) Sales ApproachIn order for a product to remain within the realm of competition it is necessary for your product to remain as fresh as it was as when you opened it. Coca Cola claims that thei r approach is quite simple in this aspect according to a recent article in the Forbes Magazine. Jeff Tripodi, CMO of Coca Cola, claims that their strategy is innovation. (Dan, 2012) Having a state of the art dispensing machine will increase sales, further connecting with your consumers will also increase your chances at success. One of the recent forms of innovation are the â€Å"Freestyle† dispensing machines that can pour 125 different beverages with a perfect pour each time. Building a strong cultural connection with your geographic area you plan on promoting to is a huge plus in improving overall sales.In order to promote sales a great promotional mix is required to ensure that all advertising expenses are maximized and yield awesome results. The following is promotional mix that includes all of the avenues thru which sales are promoted. Promotional Mix Advertising- commercials, billboards, visual advertisments, vending machines Sales Promotion- Battle of Bands, My Coke R ewards Personal Selling- Coca Cola Representatives Social Media- Facebook, Twitter Communication Channels / Media A recent article on Coca Cola's webpage, March 27, 2012, announced the acceptance speech of the companies induction to the â€Å"Advertising Hall of Fame†. With over 120 years in the beverage business, there is no doubt that Coca Cola has held some very important marketing campaigns.Their first campaign came in the 1920's, with â€Å"The Pause That Refreshes†, then with â€Å"Things Go Better With a Coke† in the 1960's, and present day â€Å"Open Happiness†. Today over 845 million people are connected to Coca Cola via Facebook, 6 billion cell phone subscriptions, and 2. 5 million connected regularly via the webpage. (â€Å"Remarks in acceptance,† 2012) In order for these communication channels and effective marketing efforts to be maximized, a diverse array of marketing efforts are taken into account in the following channels. Promotion al Tasks: Internet Sporting Events Billboards TV Advertising Press Concerts Sales Promos Promotional SWOT Analysis SWOT |Positive |Negative | | |Strengths |Weakness | |Internal |Globally recognized |Product shipment could be damaged | | |Established distribution |Recalled products costly | | |Established Market shares |Endorsements could cost face of the company with a | | |Brand identity |simple mistake | | |Opportunity |Threats | | |unlimited partnerships |Pepsi is the biggest competitor | |External |unlimited new product offerings |the product is inexpensive and easily lose consumers to | | |globally recognized brand |competitors | | |offer beverages for all carbonated or â€Å"un†. |the caffeine and diet craze could prove costly. | Conclusion to Promotional Analysis The Coca Cola Company deals with promotional aspect of their business on a mass communication level. The company usually doesn't know the type of people with whom they are trying to communicate with but rather who their target market is.Careful management of this delicate area can ensure that messages are being met and no clutter of message or mixed signals occurs. The promotional campaigns that the Coca Cola Company is operating grew 20% to 10. 2 billion dollar in the year 2011 so that you can say that it is extremely effective and does work. The Coca Cola Company is represented by everyone who drinks it and when they do, they are literally providing advertising with a profit rather than at an expense. Coca Cola originated in the U. S. A. and has built a brand that has represented many countries during the Olympics. For that reason Coca Cola has had a successful and prosperous lifespan.They have allowed the people that drink the product the opportunity to share in many of its' triumphs during the Olympics and built a brand that is represented by the people who enjoy Coca Cola. 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