Rogerian Argument Essay Example for Free

Rogerian Argument Essay The poem â€Å"Sex Without Love† by Sharon Olds is as controversial as the topic itself. The author describing the phenomenon that has become pervasive in modern life could not refrain from taking a stand on the issue, and this position can be either supported or refuted by the audience. When so many people are motivated by the contemporary American culture to engage in sexual intercourse without the trappings of love or even simple emotional attachment, it is interesting to review the poem dedicated to this situation and sort out issues covered in it. Doing so will help one tread with more confidence in the complex realm of human communication. Besides, it is even more interesting since Olds is the kind of poet who does not shun provocative topics and is not afraid to show her intimate life to the public. In analyzing the poem, we will try to understand whether Olds’ poem is a humanistic glorification of the body or a disgusting description that satisfies bad tastes. The latter view of Olds’ poetry is taken by William Logan. In his article â€Å"No Mercy† published in the journal New Criterion in December 1999, he indeed takes no mercy on Sharon Olds’ works and their artistic value. Perhaps the only positive trait Logan finds about Olds’ poetry is its spontaneity and unexpectedness of the next line that in itself should be applauded in the world of literature. However, Logan is disgusted by the sensual images that constantly surface in the poems and repel him with their openness. Therefore, he states that reading through Olds’ â€Å"hell-for-leather hubris you never know whats coming next, but youre sure its going to be a disaster† (Logan 1999:60). In short, Logan believes her work to be â€Å"shameless prose chopped up into lines of poetry, lurid as a tabloid† (Logan 1999:60). As such, he sees Olds’ work as a response to the society in our times constantly demanding from poets more descriptions of sexual lurid scenes, empty of any meaningful human emotions, and Olds is a vivid example of this trend. However, Logan takes care to dismantle the value of the poetess’ work on the grounds on which she seems to him to advance – the radicalism in the portrayal of sexual scenes. Olds to Logan ism despite her attempts to pass herself as a radical, â€Å"a homely Redbook moralist, believing in motherhood, family, and honey on her nipples† (Logan 1999:60). Thus, this view of Olds’ poetry proclaims her tasteless and lacking radicalism, totally denigrating her work and making it look worthless. There is, however, a different perception of Olds’ poetry, and in particular the poem â€Å"Sex Without Love†. To me, in particular, this poem presents an image that is rich in imagery, metaphors, and perceptive comparisons. This imagery comes out in comparisons that liken the participants of the act in turn to dancers, ice-skaters, and children at birth. The latter, true, is a somewhat brutal simile, but it is so to only some people who think that newborns are not particularly good-looking, while to others a newborn is as beautiful as anybody, being part of the life cycle. The first two comparisons, â€Å"beautiful as dancers† and â€Å"gliding over each other like ice-skaters† seem suitable for any taste, reinforcing the opinion that sexual intercourse, like any natural human action, is not disgusting, but beautiful and elegant (Olds). The poem also introduces an interesting perception of sexual intercourse, interpreting it in its own terms. It is unusual to someone who was brought up with the conviction that sex is pure and acceptable only when it is justified by love and preferably by marriage. In our society, love at one point came to serve as a convenient way to justify why people had sex outside of marriage. Therefore, with time it became almost as sacred as marriage itself. Olds takes love off its pedestal and proclaims that those who choose to have sex without it are â€Å"the true religious, the purists, the pros† (Olds). Those are the people who will not accept a false Messiah, love the priest instead of the God. They do not mistake the lover for their own pleasure (Olds). It seems that in this context sex for its own sake becomes the new norm, and love is something like a deviation from this norm. Many people can dispute this perception, but it is certain that each person can have one’s own viewpoint on these matters. In any case, the fact that Olds raises the issue and supports it with bright poetic images makes this poem worth attention. The value of Sharon Olds’ poem is also appreciated in the Free-written Comprehension of Sex Without Love available from the Richard Stockton College of NJ website. Also noting the strong imagery of the poem, the writer also adds that â€Å"the images are here not for enjoyment, but rather to exhibit the reality of the action† (Richard Stockton College). Besides, the interpretation also emphasizes the fact that, like in many pieces of poetry, Olds does not draw the ready-made conclusion that she wants the reader to follow. In fact, she allows several explanations and has the reader make the guessing on his or her own. So is Sharon Olds a lurid author who enjoys portraying sexual scenes with all the possible details or a philosopher who introduces a new opinion, supported with adequate imagery? It feels that the answer can lie somewhere in between. Returning to the denigrating opinion stated by William Logan in his article, one can see that this argument covers the whole poetry. â€Å"Sex Without Love†, compared to other poems by Olds, is relatively more Puritan in its imagery and does not use many shocking details. The emphasis is on the process as a whole, and the author uses broad metaphorical images like ice-skaters or runners to convey broader similarities. Abstaining from talking about details like her labia or other body parts that she mentions in other poems, Olds appears more appealing to a broad audience of people with different backgrounds and views, many of whom may be alienated by more naturalistic images. By the way, talking about the imagery in Olds’ poetry, Logan admits that â€Å"Aristotle would have loved her metaphors, her anatomy lessons† (Logan 1999:60). In â€Å"Sex Without Love†, Olds is at her best with building her imagery that serves to convey her message. Her images become a powerful tool for showing the event from new and new angles, creating the effect of unexpectedness noted by Logan. Most interestingly, there is a viewpoint supported by Free-written Comprehension of Sex Without Love and differing from my initial perceptions: that in the poem, Olds does not at all support the idea of meaningless, thoughtless sex without emotions, and that in fact she is disgusted by it as much as her more conservative audience. The latter view is grounded in the final part of the poem where Olds compares her lovers to runners: they are like great runners: they know they are alone with the road surface, the cold, the wind, the fit of their shoes, their over-all cardio- vascular healthjust factors, like the partner in the bed, and not the truth, which is the single body alone in the universe against its own best time. (Olds) It can be claimed that â€Å"stating that the people in bed together are just meager factors of life strongly indicates that there is distaste for sex without love† (Richard Stockton College). Speaking of cardio-vascular health as one of the factors, Olds expresses her sadness over such act of love that does not include any emotional attachment between the two. Even though on the surface, she claims that she admires sex without love, in fact she is repelled by it, as shown in her images. After deliberation, I agree that Olds’ poem should perhaps be read in a different sense – disputing the value and attraction of sex without emotion. Using this time less naturalistic images, Olds displays her strengths with metaphors by creating an unforgettable picture of the two runners rushing along a meaningless path of factors. In this poem, she may not be savoring the details of lurid sexual pictures. Instead, Olds puts in her poem a deep spiritual meaning that reiterates the old human value of love, attachment, and care. In this sense, she may indeed by lacking radicalism, but instead of this she professes values close to many in her audience. Works Cited Logan, William. â€Å"No Mercy.† New Criterion 18.4 (December 1999): 60. Olds, Sharon. Sex Without Love. 24 June 2002. 17 April 2006 http://plagiarist.com/poetry/4922. Richard Stockton College of New Jersey. Free-written Comprehension of Sex Without Love. 17 April 2006 http:///thebalance/stories/storyReader$9.

Management And Conservation Of Seaweed Culture Environmental Sciences Essay

Management And Conservation Of Seaweed Culture Environmental Sciences Essay Seaweeds have been used practically in Chinese Herbs since 2700 BC in Emperor of Shen Nung. Reports show that since 300BC, seaweeds have been a part of the Japanese diet and mainly eaten in the Oriental countries like Japan, China, Korea and recently, in USA and Europe. Korea shows highest seaweed consumption per capita in the world. The most valuable commercial use of seaweeds is as raw material for extraction of phycocolloids (agar, alginate and carrageenan), which are used in several industries. Seaweeds have been collected from natural stocks or wild populations. In fact, these resources were being depleted by over-harvesting and hence, the need for their cultivation. Today seaweed cultivation techniques are standardised, perfected and made economically favourable. Besides, industry prefers a greater stability through sustained supply of quantity and quality of raw materials. In order to prevent overexploitation of natural seaweed habitats and to meet the needs of industry in an uninterrupted manner, nearly all brown seaweeds, 63 per cent of red seaweeds and 68 per cent of green seaweeds are being cultivated. Top five cultivated seaweeds in the world are Laminaria, Porphyra, Undaria, Eucheuma and Gracilaria. These together account for 5.97 million metric tonnes of seaweed production. Top 10 countries producing seaweeds are China, Korea, Japan, Philippines, Indonesia, Chile, Taiwan, Vietnam, Russia and Italy. The current phycocolloids (seaweed gels) industry stands at over US$ 6.2 billion. The world production of commercial seaweeds has grown by 119 per cent since 1984 and presently, 221 species of seaweeds are utilised commercially including 145 species for food and 110 species for phycocolloid production (Anonymous, 2003). Japan leads the world in the production of agar and consumption. The world most successful seaweed cultivation industries are in Asia. Large-scale seaweed mariculture is only carried out in Asia. Cultivating nori was started in the 1697 in Tokyo Bay and the species is mostly cultivated in Japan. There are many different ways to cultivate seaweed. Cultivating seaweed has been done for a long time and has been cultivated in different ways. Management and conservation of seaweed is needed as seaweed production mostly depending on wild stock. SEAWEED AND THEIR USES Macroscopic marine algae, popularly known as seaweeds, form one of the important living resources of the ocean. It is a source of raw material of alginate, agar and carrageenan, gelatinous substances collectively known as hydrocolloids or phycocolloids. It is widely used in both food and non-food industries. Hydrocolloids have attained commercial significance as food additives. The food industry exploits their gelling, water-retention, emulsifying and other physical properties. The applications of alginate find place in frozen foods, pastry fillings, syrups, bakery icings, dry mixes, meringues, frozen desserts, instant puddings, cooked puddings, chiffons, pie and pastry fillings, dessert gels, fabricated foods, salad dressings, meat and flavour sauces. Agar is used in foods such as confectionery, meat and poultry products, desserts and beverages and moulded foods. It is widely used in paper manufacturing, culture media, packaging material, photography, leather industry, plywood manufacturing, preservation of foodstuffs, cosmetics industry and pharmaceutical industry. Carrageenan is also employed in food industry. Its value in the manufacture of sausages, corned beef, meat balls, ham, preparations of poultry and fish, chocolates, dessert gels, ice creams, juice concentrates, marmalade, and sardine sauces. It is also used in the manufacturing of non-food items like beer, air fresheners, textiles, toothpastes, hair shampoos, sanitary napkins, tissues, culture media, and fungicides. Carrageenan is used in salad dressings and sauces, dietetic foods, and as a preservative in meat and fish products, dairy items and baked goods. Figure 1:Carrageenan seaweed It is an alternative to animal-based gelatin in food industries used as enhancer, emulsifier, gelling, thickening, binding and stabilizing agent and also in non- food application such as dentifrice, pharmacology and industrial products. For example, some seaweed polysaccharides are employed in the manufacture of toothpastes, soaps, shampoos, cosmetics, milk, ice creams, meat, processed food, air fresheners and also animal feed, fertilizers for plants and source of various chemicals. In several oriental countries like Japan, China, Korea, etc., seaweeds are a staple part of the diet. In the recent past, seaweeds have also been gaining momentum as new experimental systems for biological research and integrated aquaculture systems. Seaweed products are used in our daily lives in one or the other way. PURPOSES OF SEAWEED MANAGEMENT AND CONSERVATION Management and conservation of seaweeds is needed as seaweed resources are depletion over-time. Seaweed production mostly depending on wild stock and natural stock. Seaweed pollution also a major concern to consider in determine successful of managing coastal environment of the country. Seaweed grows out of control and caused pollutant to birds and marine life and further, leads to death of human when they consume of dangerous marine product. SEAWEED AS USEFUL RESOURCES Figure 2: Application of seaweeds SEAWEED POLLUTION In the coast of Qingdao, East China, a huge blooms of seaweed covering some areas of sea. Local fishermen have been ordered to help clear the carpets of seaweed as it is believe would have to be treated as an obstruction to fishing vessels and other boats. It has resulted in increasing levels of pesticides and fertilizer entering the countrys waterways, providing a food source for the algae. Recent flooding caused by typhoons has also been causes (Anonymous, 2008). Fishing vessels attempt to clear the green algae Workers bag up the seaweeds Seaweed pollution in Qingdao Figure 3: Seaweed pollution 3.2.1 FACTORS CONTRIBUTE TO SEAWEED POLLUTION Seaweed pollution is definition given when seaweeds grow excessively in coastal ocean which may contribute harmful condition on seawater. Seaweeds blooming as a result of industrial, fertilizer and other sources input which run-off into coastal environment. The build-up of seaweeds will increase the photosynthesis and respiration processes which then lead to decomposing of organic matter. The decaying of dead seaweeds will produce hydrogen sulphide, a rotten and toxic gas to marine life and human as well. Factors that may contribute to seaweed pollution in coastal ocean are stated as below: Nitrates as fertilizer sources washed down from local cattle, pig and poultry farms With increasing levels of pesticides and fertilizer entering the countrys waterways, it will providing a food source for the algae to bloom Dumping of industrial waste and heavy metals in run-off areas such as leads and copper Recent flooding caused by typhoons will increase the growth of algae in seawater column And also combined with sunny weather enabled seaweeds build-up 3.2.2 EFFECT OF UNCONTROLLED SEAWEED GROWTH Without proper management, seaweeds growth will cause many problems to environment especially marine lifes. Difficult for vessel and boat passage in ocean water Cut off access to food for local birds, fish and crustaceans Death of marine life with depleted oxygen in the water Further, hydrogen sulphide are produced by the decomposing seaweeds Rotten smell and toxic will leads to death of individual life 4.0 PROBLEMS TOWARDS CONSERVATION OF SEAWEED Unavailability of good quality seedlings Inconsistency of the quality due to adulteration with foreign materials to the seaweed Shortage of raw materials Pollution in conservation areas (industrial waste etc.) Lack of capital to venture into the industry False cultivation method Farmers are strongly urged to stop using raffia string for seaweed cultivation and replace them with nylon strings because using raffia string will affects the quality of carrageenan Diseases affecting seaweeds (ice-ice) Weather inconsistency (flooding, waves) Unavailability of good quality seedlings Lack of capital and RD programmes 5.0 SEAWEED CULTIVATION The cultivation of seaweed, principally for human consumption, is a traditional and still expanding industry in the east, especially in Japan, and increasing interest is being taken in the extension of these practices to other parts of the world for industrial as well as edible purposes. With supplies from certain naturally occurring resources failing to match rising demands and many of the worlds major untapped resources of seaweeds being remotely located, difficult of access or costly to harvest, cultivated raw materials almost certainly will become of increasing significance to processors of both edible and industrial products. Plastic bottles is a method that have been used in Sabah are used to keep seaweed called Euchema Kappaphychus Alverazii afloat. Figure 4: Plastic bottle methods Most seaweeds produce an enormous number of spores and they can be multiplied extensively if culture conditions are perfected. Such conditions depend upon attention to a number of factors. Care needs to be taken with the selection of protected habitats, free from pollution, and of suitable hydrographic environments; the algae need to be protected from predatory fish, sea urchins and other pests and parasites; transplanting of the germlings has to be undertaken with extreme care and harvesting carried out in such a way as to maintain peak productivity. In effect, a full knowledge of the plants biology and reproduction is a fundamental prerequisite to successful seaweed cultivation( Mathieson, 1973). Porphyra The most extensively cultured seaweed is Porphyra, the Japanese nori. Some 60 000 to 70 000 Japanese fisherman are now cultivating nori and producing the dried edible products which are very profitably marketed through a cooperative selling system. Porphyra culture in Japan dates back to the seventeenth century and the earliest cultural practices relied upon the positioning of tree (and later bamboo) twigs to capture the spores. Subsequently, nets became widely used as collecting agents instead of twigs and Conchooelis-phase of the Porphyra life-history. This is a minutely filamentous, shell-boring stage which grows throughout the summer and which can be collected on oyster shells. In the autumn, when the temperature and light levels drop, the conchospores are liberated from the shells and attach themselves to a suitable medium (i.e., the collecting net) to grow into leafy thalli. The nets can thus be artificially seeded in tanks and then transported to the growing areas where they are attached to bamboo poles; about two months after budding the plants grow to between 15 and 20 cm in length and are then harvested. Figure 5:Porphyra sp. These and improved techniques (including freeze-drying of the thalli buds for storage) have resulted in marked increases in yields, in total output of nori and in profitability. Bardach et al. (1972) reported that in some areas up to 750 kg of nori can be obtained per hectare during the six to eight months growing season; the average production value of nori has risen from approximately U.S.$ 870 per ton in 1970 and 1971 to over U.S.$ 1 400 per ton in 1973, suggesting the possibility of gross earnings exceeding U.S.$ 1 000 per hectare. According to Suto (1974) nori farmers earn a net income rate of 60 to 70 percent, making Porphyra cultivation the most profitable of all fisheries in Japan. Undaria The brown alga Undaria or wakame, is also extensively cultured in Japan. Two main systems are used rope cultivation and stone planting. In the former method, strings of synthetic fibre are immersed in seaweed tanks with fertile Undaria weeds in the spring; enormous numbers of spores are released which adhere to the fibre. The fibres are lashed to frames and stored in tanks until late autumn when the young plants, having reached about 1 mm in length, are transferred to rafts in the sea. The wakame grows quickly in the cold winter waters and is harvested when it has reached about 1 m in length. The amount of labour in wakame cultivation is much less than in nori farming; yields of about 10 kg of wet weed per 1 m of cultivating rope can be obtained in northern areas, about a half that yield in warmer districts (Suto, 1974). Where large quantities of Undaria are already growing wild, the planting of large stones or concrete blocks on the sea bottom has been found to help the attachment of the spores and the subsequent growth of the young plants. Figure 6:Undaria sp. Laminaria Increasing amounts of Laminaria, or kombu, are also being cultivated in Japan, using similar stone planting and rope-culture techniques (MacFarlane, 1968). Laminaria culture, however, differs from the other two by the use of dynamite to improve the substrata and control harmful weeds (Wildman, 1974). Propagation of Laminaria has also been long practised in China. Druehl (1972) notes a unique Chinese method of fertilizing Laminaria through the use of porous, elongated earthenware bottles filled with nutrients and seawater which are placed, with young vegetative Laminaria plants, inside a basket-like structure made of bamboo poles and the whole suspended about 1 m below the sea surface. Figure 7:Laminaria sp. Gelidium Some artificial propagation of Gelidium and other agarophytes is practised in Japan but it has not yet been possible to control the release of spores from these species as has been done with many other algae; moreover, the spores take two years to grow and reach harvestable size. Figure 8:Gelidium sp. Eucheuma A high valued species of Eucheuma have been introduced for cultivation or experimental purpose and where commercial quantities are currently being produced for the carrageenan industry such as Fiji, Philippines, USA (Hawaii, California, Florida), Kiribati (Christmas and Tarawa Islands), Tuvalu, Samoa, Malaysia, French Antilles, Tonga, Japan, Indonesia, Federal States of Micronesia, French Polynesia, Guam, China, Maldives, Solomon Islands, Tanzania, India, Cuba, Vietnam, Brazil, Venezuela, Kenya and Madagascar. However, introduction of exotics should not be done indiscriminately as it carries the risk of pathogen invasion, parasites, epiphytes and undesirable changes in the ecosystem. Philippines is largely through the initiatives of one of the worlds largest phycocolloid manufacturers. The practical and economic feasibilities of culturing Eucheuma isiforme species in Florida have been illustrated by Dawes (1974) who considered two proposals, cultivation in natural sites (as in the Central Pacific) and in outdoor tanks. Dawes investigations indicated that tank culture would yield a much higher crop per unit area than mariculture in natural embayments. In the case of field culture, yields in the Florida Keys might average about 20 tons (4 tons dried, clean) Eucheuma per hectare but problems could arise from herbivores, storm damage and admixtures of other weeds; conversely, operating costs should be low. With controlled harvesting in culture tanks, Dawes postulated a potential yield of the equivalent of 243 tons dried, washed material per hectare; net profits, of course, must be considered in the light of tank construction, water movement costs, temperature control expenses, etc. Figure 9:Eucheuma sp. 5.1 SEAWEED CULTIVATION IN MALAYSIA Seaweed cultivation is one of Malaysias fastest growing sectors and is strongly supported by the government. In the 9th Malaysians Development Plan, Sabah was mandated by the government to produce 250,000 metric ton seaweeds yearly by 2010. Currently, the state managed to produce 40,000 to 50,000 metric ton yearly only. Singularly a Sabah product, main commercial species culture is Eucheuma cottonii. Environmental conditions around the Sabah coastline are generally favorable for culture of the species. Many of the operator there are Fillipino ancestry. Seaweed is sold as dried item. It take approximately 9 kg of seaweed to produce a kg of its dried form. Seaweed culture is low capital investment and has a fast turn over. Figure 10:Seaweed Cultivation Project (Semporna) In general according to report by DoF seaweed production still profitable from steady production volume recorded of recent (DoF, 2004a). Seaweed from Sabah is mainly for export market mainly to Denmark . Its dried form is sold directly to exporter without using any middlemen. Usually the later assists farmers by providing its aquaculture facilities hence an obligation to sell the product back. The price for a kg of dried form is about RM1.50. Of late however not many people wanted to get involved in the culture of seaweed because of better opportunities in other sectors. Beside price incentive, commercial production of it is quiet risky as the price is generally fluctuates and harvest largely depend on good sundrying condition. In addition future expend need to take into consideration of conflict with trees passing of fishing boats and promotion of tourism industry. The international market is short of supply due to only up to 30% being produced for the world market. So far, South Korea, Mexico, Philippines, China and Japan are countries producing quality seaweed being ranked 15-30 pts for world market while seaweed produced in Sabah is ranked 30-45 pts. Numerous annual production cycle. From planting till harvesting will take 45 to 60 days only. Thus volume will be substantial. Figure 11:Seaweed cultivation in Malaysia According to Barliotti and Silverthorne (1971), best period to harvest is Aug. to Nov. where agar content of the weed is at its highest, reproduction has already occurred and regeneration is at its maximum value 5.2 REQUIREMENT OF SEAWEED CULTIVATION Choosing a site Find suitable site for cultivating seaweed. A water temperature ranging form 25 Â °C to 30 Â °C is best for growing Eucheuma. Minimum water salinity required is about 28 ppt (parts per thousand) or more. Figure 12: Seaweed should not be planted in front of a river mouth or in fresh water, as fresh water will kill the seaweed. Bottom type A white sandy bottom with the presence of a limited amount of natural seaweed, is probably the best place to cultivate Eucheuma. Eucheuma will not grow very well if the bottom is covered with seagrass because of food competition. A sea bottom with hard coral formations and coral heads also a muddy sea bottom is not a good site to establish farm. BAD GOOD BAD Too many corals Nice clean sandy bottom Too many seaweeds Water movement Moderate water movement is mostly preferred to strong water current. If the water current is too strong, it can damage plants and even wash away planted lines by pulling down the stakes. It will also slow down work as it is difficult work in areas with strong swift current. A constant exchange of ocean water with the changing of the tides and sufficient water movement as the one created by waves is needed. This will bring the necessary nutrients to the plants for a healthy growth. The direction that the water current flows is important for seaweed healthy. Figure 14: Bad water flow: Seaweed farm set against water current. Strong water current can bend or even break the lines. Figure 15:Good water flow: water current flows into the farm Sunlight Clear seawater allows sunlight to penetrate more easily to the plants. Seaweed planted close to the sea surface grows faster and healthier compared to that planted close to the sea bottom or in deep water. GOOD BAD Seaweed planted in shallow water near the surface (30 to 50 centimeters) receives plenty of sunlight and its growth will be good. Seaweed planted in deep water (more than 1 meter from the sea surface) does not get enough sunlight and its growth will be poor. Water depth It is important to consider the water depth while selecting the area of cultivation. At least knee deep water at spring low tide (0.5 meter) is the minimum water depth required to cultivate Eucheuma. In shallower waters seaweed can still grow, but it might be exposed to direct sunlight and wind. As soon as your seaweed is exposed to sun and wind, the tender tips of the plants are destroyed and if exposed for a long time (2 to 3 hours), the whitening of the branches can be seen. This will indicate that part of the seaweed has been killed. Eventually branches will break and drift away from the whitened area. BAD GOOD BAD Too deep at spring low tide Sufficient water depth at spring low tide Too shallow at spring low tide Water pollution Turbid water (muddy) will not sustain good seaweed growth. Chemical pollution will kill the seaweed as in the case of most marine plants and animals. Cultivation methods There are at least 3 methods can use to cultivate seaweed such as Off-bottom (Fixed bottom method), Raft or Floating method and Longline method. Off-bottom Method Wooden stakes are driven into the sea bottom 20 to 25 centimeters apart form each other in straight rows. The stakes should be 5 to 10 centimeter in diameter and 1 or 1.5 meter long. At least 0.5 meter of the stake should be driven into the sand to make them secure. Figure 18:Seaweed line is typically suspended in the Off-bottom Method. A 3 millimeter thick polypropylene rope 5 meters long is firmly stretched between two stakes. Attached to the 3 millimeter rope (line) are 30 pieces of raffia (polypropylene strings). Each of lanting material (seed), the size of the palm of your hand (150 grams), is tied to the raffia strings. The 3 millimeter rope, is suspended at least 20 to 30 centimeters from the sea bottom to prevent the growing seaweed from being tossed on the sand and 20 to 30 centimeters below the water surface at low tide to avoid the seaweeds from being exposed to direct sun light. Direct sun light will kill the exposed parts. The raffia strings, should be 20 centimeter in length with both ends knotted to prevent fraying as shown in the previous photo. The raffia strings are firmly tied to a 3 millimeter rope in such a way that it will not move along the rope as the seaweed grows bigger, or during rough weather. Prepare the lines as quickly as possible and place them in sea water. Seed will grow better if the time of seaweed kept out of the water is limited. Tie the raffia strings to lines on shore before tie seaweed seeds to them. The off-bottom method can be prepare the lines either on shore, in the shallow water at low tide, or in punt near the farm. Raft or Floating Method In the floating method, seaweed is attached to some device that keeps the seaweed floating; rising and falling, with the tidal changes. Seaweed is keep about 50 centimeters below the water surface. The floating devise can be a simple frame made of bamboos, mangrove wood, or bush timber durable in seawater. Tie together four 2.5 meter long bamboos into a square frame and stretch 3 millimeter ropes (lines) inside the frame. In a 2.5 meter square frame, stretch up to 15 lines, 10 to 15 centimeter apart. Each line will carry 15 pieces of seaweed tied to the 3 millimeter rope with raffia. In a frame like the one described, it can plant up to 225 pieces of seaweed. In this method seaweed can be tied on shore by placing the raft on a support (oil drums or wooden posts). Figure 19: Square floating frame built with mangrove wood. The square floating frame, should be anchored to the sea bottom as shown in the figure. As the seaweed starts to grow and become heavier, the frame will sink. To avoid this, be sure to attach to the frame extra bamboos or floaters. Floaters can be simply made of styrofoam or bags filled with unhusked coconuts. Figure 20: A floating frame with additional bamboo to assure sufficient buoyancy. Longline Method The longline method is similar to the raft or floating method in several ways. In fact, seaweed is hung to a rope which is suspended by floaters. In this method, however, the main rope is thicker; about 10 to 15 millimeters in diameter. This rope is tied to plastic floaters or bamboo set at 4 to 5 meters interval and anchored at each end. The pieces of raffia holding the seaweed, can be tied to the main rope in two ways. Figure 21: Simplest way. The raffia string are directly tied to the main rope. Additional pieces of rope, 0.5 to 1 meter long, can be tied to the main line and the raffia strings can be tied to them. Seaweed has to be hung near the water surface to receive sufficient sunlight and can suspend the main line about 0.5 meter below the water surface. As described in the first two methods, the lines can be prepared on shore. Tie seaweed seeds to the main line once the line is already stretched and suspended with floaters and prepare the lines from punt as shown in the drawing below. Figure 23:Drawing of a longline being shot from a punt. What are the advantages and disadvantages among these three culture methods? Advantages Disadvantages Off-bottom Method 1. Simple to construct 1. Difficult to locate a good area 2. Easy to manage 2. You might lose your crop during rough weather 3. You can prepare your lines on shore 3. You cannot move your farm if needed 4. Do not require much money to start 4. You might find more grazer fish around your seaweed 5. You can use local wood to prepare the stakes 5. You need to construct a drying rack 6. The farm is easy to reach at low tide Raft or Floating Method 1. Can be utilized in shallow or deep waters 1. You might have difficulty finding bamboo 2. You do not need a sandy sea bottom bed 2. You need to find float materials 3. You can move your floating rafts if you need to 3. The frame might break or sink during rough weather 4. Most of the planting can be done on shore 4. The frame can be damaged by motor-driven boats 5. You do not need to construct a drying rack 5. You might need somebody to help you to handle the frame 6. You can use local wood to construct your frame 7. The seaweed seems to grow faster Longline Method 1. You can set your longline almost anywhere 1. The ropes are costly 2. The seaweed seems to grow faster 2. Planting and harvesting cannot be easily done on shore 3. You can move the longline to another area 3. You need to buy expensive floaters 4. The longline can be damaged by motor-driven boats Handling seaweeds Cover seaweed with tarpaulin or coconut leaves. Use styrofoam boxes to transport your seaweed. In this case, make a few holes on the upper edges of the box to facilitate aeration. Remember to keep the seaweed moist. Do not fill the box with seawater as this will make the seaweed rot rapidly unless the sea water is constantly circulated. Seaweed farmers pouring seawater over a jute bag and a styrofoam box filled with seaweed. Keep the seeds covered to protect them from direct sunlight. Pour some seawater over them at regular intervals. Preparing the lines from your punt, might take several hours and if not covered and kept moist, the seaweed seeds will be spoiled. Disease and predators During December to April, seaweed is more susceptible to diseases and is readily harmed by grazers. Also during this period, the growth of Eucheuma slows down and cyclones and bad weather may cause some damage to your farm. Drying in this period can also be difficult, as it is the wet season in Fiji. As frequently observed, rabbit and puffer fish are the main seaweed grazers. In addition to these, sea urchins and sea turtles are also often seen damaging the seaweed plants. After the warmer months, the rabbit fish grazing becomes a minor problem. In fact, rabbit fish move away from the seaweed. It is always a good idea to set your farm far away from coral heads, since these fishes normally live around the corals and move out to graze on seaweed. Do not leave rubbish (tins, unused stakes, bits of wood, etc.) as these make a very good home for rabbit fish. Whitened areas are more exposed to fungal infection. Especially during the warmer months, fungal infection can spread quite rapidly and the seaweed plants show large portions of discolored branches commonly seen as white and pink areas. Ice Ice is the common term used to describe seaweed plants in this condition. Weather Apart from occasional bad weather (rough sea and heavy rain), the effect of cyclones occurring during the summer months can be devastating. If a cyclone season is expected, harvest as much seaweed as you can and keep it on shore protected from wind and rain. Put aside sufficient seaweed to allow you to re-start farming after the cyclone has passed by. Remember to keep this seaweed in bags moist with seawater at all times. That seaweed will be your re-planting material. If seaweed is kept small during this period, and not allowed to become over-mature, little damage is expected. Decide to harvest after 4 or 5 weeks of growth instead of waiting for 6 or 8 weeks. Experience after going through several cyclones suggest that this strategy could limit your damage. Also, be sure that stakes are firmly erected otherwise the strong water currents and swells during cyclones might wash away your effort. After the cyclone has gone through, tangled lines should be entangled and secured again. Badly damaged seaweed should be completely removed and replaced with new seeds. 6.0 MANAGEMENT AND CONSERVATION OF SEAWEEDS In the case of already heavily exploited resources, future potential has also to be considered in the light of the growing need, in some important cases, for management and protection. Some commentators (including Stanford, the discoverer of algin acid, as lo

Being A Sponsor Of The Olympic Games Marketing Essay

Being A Sponsor Of The Olympic Games Marketing Essay Global marketing is defined by the Oxford University Press as marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives. With globalization and advanced technology, global marketing becomes more important, and some activities are used as new global marketing tool such as worldwide sports events. The modern Olympic Game is held every four years since 1896 except in 1916, 1940 and 1944 because of the world wars. For now, the Olympic Games are considered to be the worlds most popular sports competition, with more than 200 nations participating, and so many companies use it as a global marketing tool. But does this tool work well? This essay will discuss the benefits and the drawbacks of using the Olympic Games as a global marketing communication tool and evaluate its effectiveness. Becoming a sponsor of the Olympic Games is one of the most common ways to use the Olympic as a global marketing tool. Being a sponsor is a big business, it always costs a company millions of dollars to acquire the marketing rights to use the events including its image and logo. The sponsor fee does not include the advertisement expense, meaning that companies need to spend more money to promote their brand or products. Indeed, visa alone was estimated to have spent $886 million on its official sponsorship of the 2008 Olympic Game (CNBC, 2008). With such a large amount of money, being a sponsor of the Olympic Games seems really risky. There are four main disadvantages that a company may face when they use the Olympic Games to promote their brands. Firstly, using the Olympic Game- a worldwide sports event can let more people know the brands or companies and find some potential customers, it also ignores the inconsistency in consumer needs. A customer in America will be different from a customer in South African. So a good global marketing activity should not just depend on the fame of the Olympic Game and use the same means of propaganda all over the world. It also needs different marketing strategy for different countries to address different consumer needs. Furthermore, the inconsistency in consumer needs is not the only factors different from one area to another and people in one country may also react differently as compared to a consumer in another country. To a company, customers are one of the most important elements, so the reactions from consumers influence a companies next move. The Olympic Games usually lasts about two weeks, and during this time, companies marketing activities are received by people all over the world. It is difficult to collect different reactions from different people and improve the next marketing method in time. In the end, marketing activities may be not attractive for some potential consumers which could lead to fall of the whole global marketing plan. Moreover, consumers loyalty is also one of the factors influencing global marketing achievement. When people get used to buying goods of one brand, it will be very difficult to change their choice. Using the Olympic Game let people know a brand is effective, but Japanese might like a product to have a traditional touch, whereas an American might like to add a retro modern look to it. In this case, the Olympic Game global marketing strategy is difficult to devise. In the end, the laws of the land have to be considered. Usually, original company policies may be devised according to the laws of home countries. But when it comes to the global scale, the overseas laws perhaps are conflicting in these policies. The sponsors spend tons of money to purchasers the right to use the Olympic Game logo and image, but if their advertisement could not published in some countries just because laws conflict, then all the effort will be in vain. So it is necessary for a company to know laws and rules abroad before they make the global marketing strategy. On the other hand, global marketing also brings benefits to companies. First and foremost, using the Olympic Games as global marketing tool can increase brand awareness. As the Olympic Game is a worldwide sports event involved more than 200 nations, almost every nation will purchase broadcast rights. So advertising at this moment can reach potential customers all over the world effectively, especially with the Olympic image and logo. Moreover, in an extreme case, the sponsor may get a chance for free advertising. In the 2008 Beijing Olympic Game, the last torchbearer- the athlete who lights the stadium flame was Li Ning who is a former gymnast who won six medals. In the last few minutes of the ceremony, Li Ning run into the stadium and lighted the flame as billions of people watched. For that 2 or 3 minutes millions of people who did not know this Li Ning brand before learned it (Pitt, 2010, p.282). Secondly, using the Olympic Game as a marketing tool to promote products and brands could also increase brand recognition. An example of this is the study carried out by John and Martin (2009, pp.126-127) in which compared brand recognition level between Nike (sponsor) and Adidas (non-sponsor) by collecting respondents of Australian adults from nine months before the 2000 Olympics to three months after it. The results show that at the beginning of the survey, 77% of Australian individuals recognized Nike, while only 47% of them knew Adidas. During the Games, the recognition level of Adidas suffered a drop from 67% to 56%, but Nikes recognition level as official Olympic sponsor was still over 70%. Thirdly, using the Olympic Game as a marketing tool becomes a unique experience. Global marketing is a multi-million dollar business but it is never only about money. Being a successful sponsor of the Olympic Game and gaining expected benefits is not easy. It includes setting appropriate marketing goal, making accurate marketing niche and using various marketing strategies. All the factors can be practiced during the marketing process. When the Olympic Games are over, sponsors can get feedback and try to improve their marketing policy to get more achievement in the next global marketing activity. For example, the Coca-Cola joined the Olympic Torch Relay. Since 1996 Coca-Cola has been a member of the Olympic Torch Relay and started to use it as on of the significant sponsor able constituents. In the next 5 Olympic Games, summer and winter, Coca-Cola learned from the successful previous Olympic Torch Relay programmes and improved its marketing strategies. As a result, Coca-Cola launche d its new marketing strategy. The company did not just use the offline platform to promote but by using both online and offline platform at the 2008 Beijing Olympics, to allow more customers in China to know the Olympic spirit and to be more loyal towards the Coca-Cola brand (Choi, 2008, pp.248-249). Finally, global marketing could lead to lower marketing costs and increase revenues. Worldwide sponsorship generated $866million for the 2006-2008 Torino/Beijing Olympic cycles. Eleven multinational sponsors paid an average of $72 million each. More remarkably, these numbers represent only the fees for sponsorship rights; sponsors still had to pay for the advertising itself (CNBC, 2008). According to this figure, the cost of using the Olympic Games to promote brand or product is really high, but is even higher if the company has to market a product differently in every country that it is selling. In addition with same input, the effect of Olympic marketing tends to be 2-4 times more than conventional marketing. GE illustrates this point clearly. GE is one of the Olympics Game sponsors. During the Games its company-wide sales revenues exceeded US$1.7 billion, includes NBC Universal, GEs subsidiary media company, more than US$1 billion in advertising revenue was made which generate a r ecord and make Beijing the most successful Games in GEs history (Hanssen, 2009, pp.126-127 ). This essay has discussed the benefits and drawbacks that using the Olympic Games as a global marketing tool can bring to a company. Indeed, there are some disadvantages about the inconsistency in consumer needs and reactions, but all the problems could be solved by tracing outcomes and improving marketing strategy after the marketing activity. However, the advantage of global marketing is widely agreed, otherwise companies would not spent large amounts of money on it. Overall, the benefits of the global marketing outweigh the drawbacks and it would be interesting to find what is the most important factor could influence the effects of global marketing. World count: 1,416

Kurt Donald Cobain Essay -- essays research papers

My favorite artist is Kurt Cobain. He was born February 20, 1967 & died April 5, 1994 at the age of 27. He was the vocalist/guitarist for the famous Grunge Rock band named â€Å"Nirvana†. Which was formed in 1986. Nirvana was composed of two other people who were really close friends of Kurt. This was the beginning of Kurt’s prosperous career. But for him that was the beginning of a painful and stressful life Kurt’s education level wasn’t high. He dropped out of High School at the age of 17. Being a senior he only had two more months left to graduate but that was the choice he made. Since he had been playing & composing music since the age of 13. He chose his music career over his education . Since he really didn’t care about his future ,since he already knew that he wasn’t going to ... Kurt Donald Cobain Essay -- essays research papers My favorite artist is Kurt Cobain. He was born February 20, 1967 & died April 5, 1994 at the age of 27. He was the vocalist/guitarist for the famous Grunge Rock band named â€Å"Nirvana†. Which was formed in 1986. Nirvana was composed of two other people who were really close friends of Kurt. This was the beginning of Kurt’s prosperous career. But for him that was the beginning of a painful and stressful life Kurt’s education level wasn’t high. He dropped out of High School at the age of 17. Being a senior he only had two more months left to graduate but that was the choice he made. Since he had been playing & composing music since the age of 13. He chose his music career over his education . Since he really didn’t care about his future ,since he already knew that he wasn’t going to ...

The Five People You Meet in Heaven Essays -- essays research papers

This novel’s first and almost only main character is Eddie, an eighty-three year old man. He is a man who has lived almost his entire life on Ruby Pier, an amusement park right on the ocean. He is head of maintenance at the pier, which was his father’s job when Eddie was a child. Eddie is the protagonist of the novel and a dynamic one at that, as the story covers the day he was born, died, and everywhere between the two.   Ã‚  Ã‚  Ã‚  Ã‚  Eddie’s wife, Marguerite, is dead before the novel begins. She died when they were in their late forties from a brain tumor. The story flashes back to the days they spent together and shows them together in the afterlife. She is also a very dynamic character.   Ã‚  Ã‚  Ã‚  Ã‚  There are very few settings in this novel that can actually be described. The first would be Ruby Pier. Right on the ocean, this amusement park was one with the usual attractions, such as bumper cars and roller coasters. It had survived a fire a long time before the novel is set and the rubble was sold. The original owner of the pier was heartbroken and lost everything in the fire. Although it was eventually rebuilt, the owner and his wife never brought themselves to return.   Ã‚  Ã‚  Ã‚  Ã‚  A second setting in this novel is one that is almost not possible to explain. It is considered the â€Å"journey†, the place that one enters when traveling through different places in heaven. The sky constantly changes colors, from â€Å"bright lime,† to...

Marketing – Right Choices

| Off Campus & Assignment Handling Services Division of Information Services Nathan Campus GRIFFITH UNIVERSITY QLD 4111 | ASSIGNMENT COVER SHEET Open Universities Australia | Student details| Name| Gokhan Aykut| Course| B. Comm| Unit details| Unit code| MKT 103| Unit name| Introduction To Marketing| Unit tutor| Kieth| Assessment Item details| Marketing Report| Due date| 20/02/2012| Word count| 2500| Extension granted| v? No ? Yes| Extension date| | Is this a resubmission? v? No ? Yes| Resubmission date| | ACADEMIC INTEGRITY DECLARATION Breaches of academic integrity (cheating, plagiarism, falsification of data, collusion) seriously compromise student learning, as well as the University’s assessment of the effectiveness of that learning and the academic quality of the University’s awards. All breaches of academic integrity are taken seriously and could result in penalties including failure in the course and exclusion from the University.Students should be aware that the University uses text-matching software to safeguard the quality of student learning and that your assignment will be checked using this software. I acknowledge and agree that the examiner of this assessment item may, for the purpose of marking this assessment item: 1 reproduce this assessment item and provide a copy to another Griffith staff member; and/ 2 submit this assessment item to a text-matching service. This web-based service will retain a copy of this assessment item for checking the work of other students, but will not reproduce it in any form.Examiners will only award marks for work within this assignment that is your own original work. I, hereby certify that : 1 except where I have indicated, this assignment is my own work, based on my personal study and/or research. 2 I have acknowledged all materials and sources used in the preparation of this assignment whether they be books, articles, reports, lecture notes, or any other kind of document or personal communication. 3 I have not collaborated with another student or person in planning, eveloping and writing this assessment item. 4 this assignment has not been submitted for assessment in any other course or at any other time in the same course. 5 I have not copied in part or in whole or otherwise plagiarised the work of other students and/or other persons. 6 I haven’t made this piece of work available to another student. Providing this declaration falsely is considered a breach of academic integrity. I have retained a copy of this assessment item for my own records. Date: 09/01/2012. (Gokhan Aykut) | Executive SummaryThe following report is the marketing plan for the new Nokia Lumia 910G for the global market for the financial year of 2012-2013. After many years of unsuccessful handsets which have lead to a decline in growth, this handset is designed to regain the market share globally and for Nokia to lead into a new generation of developing low cost handsets with high end features with the added benefit of showing to the world that Nokia is environmentally conscious and a proud ambassador for protecting our very fragile planet. The company’s mission statement Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† * Commitment to deliver outstanding and innovated products to our customers. We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaining our strong relationship our aim is to become once again the number one handset manufacture globally.The marketing plan will focus on the smartphone and the current line of smartphones that Nokia has introduced, it will outlined the detailed of the current promotion and marketing campaigns used and how it could further better those campaigns. The target market that this handset will be focused on is generation Z in particular, 15-22 year old males and females. This generation is the trend setters of today and are ‘digital natives’, it will also analyse relevant factors with the company including, competitors, customers and SWOT analysis.Table Of Contents Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Situation Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Macro Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Political Legal Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Technology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7-8 Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8-9 Consumer Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9-10 Internal Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Sales Market Share†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 Brand Awareness†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 Promotional And Marketing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11-12 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13-14 Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Positioning Map†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 Marketing Mix Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18-20 Evaluation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21 Implementation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 22 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 24 Introduction Nokia was first established in 1865 on the banks of Nokianvitra River in Finland by Fredrick Idestam.He would set up a wood pulp mill and produced paper, the original form of communication. It was later on were a merger took place with Finnish Rubber Works and Finnish Cable Works that gave birth to Nokia Corporation in 1965. The name of Nokia would be growing at a rapid rate, and eventually the company would be a major player for 31 network operators around the world. Nokia initially targeted low income people and first time mobile buyers, with the introduction of the 1100 series. Today the company has grown into the largest manufacturer and distributor of mobile phones.With the introduction of OVI (internet services for the Nokia Brand) in 2007, Nokia has now become a major player in the smart phone industry, and with its newly formed alliance with Microsoft Corporation and Windows Mobile, the sky is the limit for this iconic brand. Situational Analysis The major mobile handset suppliers in Australia now include brands such as Nokia, Sony Ericsson, Samsung, LG, Motorola, Sonim, HTC, Palm, Blackberry, Garmin Asus, Alcatel and Apple iPhone. The cost has gone from over $5000 in 1981 (in car system) to Telstra’s cheapest model available today at $35.Mobile coverage, customers and functionality has changed dramatically over 30 years and together with the Internet, social media and affordability; mobil e communication has permanently changed the way in which people live and work. There are now an estimated 22 million mobile phone services in Australia as at 2011. (Budde. com, 2011). The mobile phone market in Australia is highly competitive in terms of both service and phone suppliers. In the area of service providers the dominant player is Telstra, although with a policy of competition, other organisations are developing strong competitive positions.Pre-paid and post paid plans also form a basis for competition between providers. The chart below provides an insight into both service providers and types of service in 2008. Item 3 on the chart includes â€Å"other† suppliers. Source: Mobility Magazine (2011) 10 (3). The Finnish Nokia Brand remains the world’s largest mobile phone producer; although its market share has dropped to 23. 9 percent (from 28. 2 percent last year), and Samsung, LG and Apple are showing strong growth. (IBT March 24 2011). Macroenvironment Eco nomic Environment Economic conditions affect the way in which consumers spend.They also affect the way in which companies spend on such things as product development, range and inventory of stock. The present world economic crisis in Europe has had an influence on both consumers and manufacturers. Global sales of all mobile phones showed a growth rate of 5. 6 percent in the third quarter (2011) compared to 16. 5 percent in the previous quarter. Global sales of Smartphones were also down from 74 percent growth to 42 percent in the third quarter whilst inventories have grown by 20 million phones during the same period. MobiThinking, 2011). Australia has shown better economic performance than that of most other countries, but this too is dependent on factors outside of its’ control. Given that the major manufacturers of mobile technology are multi-nationals, they will feel the effect of any economic downturn, which may also then be seen here. Consumers have shown reluctance worl dwide to purchase new phones during the European credit crisis, although this may be mitigated by consumers waiting for new flagship devices to be released. Gartner, 2011). Even if Australia is insulated from the full effects of a major economic downturn in the near future, it is likely to affect the purchasing intentions of the mobile phone market Political Legal Environment The telecommunications market is important to the domestic economy and as such is subject to political and legal constraints. Politics has led to opening the market to competition, and it is maintaining and strengthening competitive forces.In terms of service providers, they have to operate within a legal framework that is subject to political influence and overseen by such bodies as the Australian Competition and Consumer Council (ACCC) in accordance with Fair Trade and Trade Practices Acts. There is also protection of intellectual property, as well as trademark/design and brand protection in Australia that co mpanies have to consider when marketing their goods and services. Technology Technology has been an essential driver of the mobile phone market for both carriers and handset providers.The original AMPS (Advanced Mobile Phone System) was launched in 1987 and provided an analogue or 1G service and by 1989 had 100,000 subscribers. In 1992, both Optus and Vodafone were licensed and the number of subscribers reached 500,000. In 1993 Telstra launched its new 2G network, and by 1996 there were over one million digital subscribers and 2. 5 million analogue users. Four years later the AMPS service ceased, however, by 2003 the first 3G network together with the Nokia e606 mobile phone allowed for both video calls and high-speed Internet access.By 2005 half the Australian population had a mobile phone, and at present (2011) there are more subscribers than people in Australia. (ActewAGL, 2009). In each stage of development carriers and phone manufacturers worked together to increase the range a nd variety of applications that could be performed by mobile devices, culminating with the issue of the Apple 4 iPhone in 2011. Ongoing development includes Apple’s new battery solution (Hydrogen Cell) that could power the iPhone for ‘weeks’ (AEDT, 2011).The different architecture or platforms used and being developed for the smartphone market will provide both marketing and technology-related opportunities. Operating Systems (OS) such as Palm and BlackBerry, Symbian and Windows Mobile, are all likely to increase competition and consumer choice in the market. Competitor Analysis: Both carriers and retailers/manufacturers operate in a dynamic and highly competitive market. There is a plethora of â€Å"deals† in the marketplace covering both service providers and retailers. Continual new product innovations have put pressure on companies to innovate or lose market share.For example, the Apple iPhone radically changed the product landscape realising phenomena l growth since its release in 2007. (Australian IT, 2011) The introduction of competing phones and platforms that offer advantages peculiar to an individual system is likely to fuel a continuation of the current technological â€Å"war†, which, combined with aggressive marketing from all the major suppliers, makes for an evolving and unpredictable mobile phone market. Mobile phone marketing strategies are aimed at both the business-to-business (B2B) market and the business to consumer market (B2C).Some of the strategies used include; multiple pricing (B2B) as in supplying all the phones for a specific company (eg. Origon Energy), bundling, where the phone and plan form the purchase and provide value for the bundle for both business and consumer markets, two for one deals, free talk time, (for a specified value above that which is paid for in the mobile phone plan), and many more. Customer/Consumer Analysis Customers can be classified in terms of business and non-business. The business sector is more rational, value driven and information hungry. Business customers will adopt a structured approach to analysing costs and, n the main, make choices based on full information. Consumers as individuals constitute a different market, with different needs and associated motivations. From the very beginning mobile phones were seen as status symbols, owning one increased one’s social standing and position. This still remains a key driver for innovators who will purchase new and improved phones as soon as they are available, and bask in their (perceived) increased social standing or â€Å"Street Cred†. Mobile phones have had a symbiotic relationship with social media such as Facebook and Twitter.One has supplied the other with the means to expand and capture a huge consumer audience. As such there has been considerable research conducted into other motivations, needs, and influences that affect the interface of mobile phones and social media. (Lenhart , 2009). For instance, Telstra has released consumer research showing how Australians use their mobiles to connect. It found:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   * 50 percent of Australians feel panic stricken within five minutes when they think they have lost their mobile phone; 25 percent panic after less than a minute. Nearly one third of Generation Y consumers check their mobile phones in the mornings before they use the bathroom, have breakfast, or go online. * Nearly half of Australians rank mobile phones as the innovation they value the most, more than the desktop computer to laptop and the oven to microwave. (SMH, 2011). Mobile phones are an integral part of a consumer’s life affecting the ways in which they conduct business and leisure activities. With the introduction of the Smart Phones, consumers now have the capacity to interact with one another in ways that have completely and radically changed the marketing landscape.Apart from using app lications for shopping online or as a means of supplementing high street purchases) they can now join communities and share opinions about goods and services that are really empowering them in the consumer decision-making process. Internal Environment Sales And Market Share The global mobile phone market is extremely competitive in terms of manufactures. In 2007 Nokia was number one handset manufacture, with a global market share of 38 percent, and estimated sales of â‚ ¬32 billion. Five years later, Nokia finds themselves losing their crown as number one handset anufacture to its long time completive rival, Samsung Electronics. Nokia’s market share has slumped to only 19. 8 percent in the handset market, which works out to be a 52. 1 percent decline from 2007. Nokia has just released its fiscal Q2 2012 financials. It’s reported â‚ ¬7. 5 billion in net sales, a slight increase from the â‚ ¬7. 4 billion last quarter. Net sales are down by five percent, and the operating loss is almost twice the value it was last quarter: â‚ ¬826 million compared to â‚ ¬487 million a year ago. Brand Awareness Nokia has built a reputation on being one of the world’s number one handset manufactures.Nokia initially targeted low income earners and first time mobile phone owners, but since has grown into a leading and innovating smart phone supplier to the world. The brand’s mission statement is heavily focused around communication. â€Å"Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† Nokia’s brand is built around friendship, trust and customer loyalty. Building friendship and trust is at the heart of the brand, and this is visual communicated to customers by two hands shaking.Promotion And Marketing Currently Nokia is heavily promoting there Lumia family of Windows Phones on a massive global s cale. These include 4D projections and live music events. Along with Nokia pushing heavily the Lumia range, Microsoft has jumped on board and pushing hard with carries around the world to promote the Windows based handset, this is done with the â€Å"Smoked by Windows Phone† campaign. This camping was based around simply a bet where people would win a $100 if their non-Windows phones is quicker than the Lumia handset running the Windows Phone software.According to Nokia Australia's head of marketing, Jolaine Boyd, â€Å"This new brand proposition and campaign signals a new Nokia – a company that is thinking and doing things differently. Our aim is to fundamentally shift consumer perceptions and educate them about Nokia's new smartphone range. We want to put Nokia firmly in the consideration set and make the brand relevant again. † This current camping focuses, on Nokia’s global brand positioning and promoting â€Å"Amazing Everyday† which is heavil y focused around portraying the amazing thing we do as humans every day with a massive focus on social media and the youth of today.There are three core elements within this camping and they are, out of home, TV and digital. Boyd added, Australia has the highest smartphone penetration in the world at 37 per cent. The rise of smartphones is dramatically increasing the use of the internet overall in Australia. With this in mind the â€Å"Amazing Everyday† campaign, the current advertisement of the new Lumia range capitalises on these aspects, with bright and bold colours with simple statements. Some of these advertisements are below. SWOT Analysis Strengths Nokia incorporated has a rich history and a wealth of experience which spans well over a 100 years.The company has one of the largest networks of distribution and selling partners in the world. Currently Nokia has one of the largest R;D departments in the world, which has a strong financial backing with over 1. 4 billion USD which allows Nokia to keep producing new and revolutionary products for its customers. Nokia produces many different handsets for different people for their day to day use and pride themselves on building relationships and sustaining them. The build quality of Nokia handsets are at world class levels, which gives to a much higher resale value than its competitors.Weakness Nokia is a well-established company with many strengths, but is main strength has also turned out to be its biggest weakness. The handset giant unfortunately did not move along with the technological move that sweep through right after the turn of the millennium. With the introduction of the iPhone, the handset giant was consistently producing the same type of phone but with a different designs and still asking customer to pay premium prices. The handsets that were being produced were overpriced and customers wanted more from their Nokia’s.Customers became app crazy and with the introduction of social media on the go, Nokia was lagging behind. Bold moves by Nokia gave birth to the NGAGE, a portable gaming console. The handset was designed to make phone calls, send text and surf the web with the added advantage of being able to play your favorite â€Å"retro† on the go. The concept was great but unfortunately this radical all in one device was not accepted by the market, customers still prefer the iPhone. This then gave birth to the N97 a poorly created handset which was very clumsy and had outdated software. OpportunitiesThere are many opportunities at present for Nokia. One of these opportunities is for the company to enter new growing markets, such as the Indian market. â€Å"By entering a newly developing market it has an opportunity to increase its sales as well as the overall global market share. As the standard of living in India has increased so has the purchasing power of the people. By targeting the market at the right time Nokia can gain the most out of this situatio n†( Nokia SWOT Analysis). Nokia has been a leading the way for many years with its well-designed handsets, these designs have gave birth to other handsets such as the iPhone.With the addition of Cal Zeiss to the portfolio, Nokia now has outstanding cameras on their handsets as well. Threats Nokia has many competitors in the market that it must attach to maintain its position as the market leader. The threats are emerging handset manufactures in the market. Companies like Motorola, Sony, LG mobile, Apple and HTC. The manufactures are providing equal or better products and presenting to be tough competition for Nokia in the global market. These threats can be providing cheap phones, new features, new style/types, and premium after sales service.So the growing competition has created an uphill battle for Nokia. With global economic downfall Nokia has to produced premium quality handsets at competitive prices, if this issue is not tackled head on it could create greater problems f or Nokia in the future. Objectives Mission Statement â€Å"Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† * Commitment to deliver outstanding and innovated products to our customers.We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaining our strong relationship our aim is to become once again the number one handset manufacture globally. Marketing Objectives * Increase sales by 10% within one year. Use innovative technologies, such as Nokia Kinetic a world first flexible LCD, the introduction of WP8 handsets, to increase our target audience's awareness to illustrate our competitive advantages. Refine current products. Improve current products to reach new markets based on unmet consumer needs. Sales Objecti ves * To achieve sales on 10,000 units per quarter across every carrier and to have net sales exceed $100,000 per month. * To gain 15 per cent of the total Australian market share with WP7 handsets and to achieve globally 30 per cent. Total marketing budget for WP7 handsets in 20 per cent. Target Market Primary Market 15-22 year old males and females, or better known as generation Z.Most members of this generation have spent their entire lives on the World Wide Web. Generation Z are a highly connected into technology – they are the trend setter. The generation has spent their whole lives around technology and new forms of communications, such as the World Wide Web, instant messaging, texting, iPods, mobile phones, Facebook, twitter and YouTube, giving them the new name of â€Å"digital natives†. These trend setters are no longer using the internet on their PC’s but rather it is on the go and carried in their pockets on their mobile phones.This generation is tren d setting however very lazy; they want something that is easy to use out of the box with no hassles. Market Positioning Nokia’s brand positioning should differentiate itself from the past. In the past Nokia handset was specially designed for low end users, while the N series was aimed at trend setters, it lacked substance and failed to capture the digital natives. With handsets that were out shadowed by the iPhone, Nokia quickly lost its majority market share. Nokia has to aggressively attack the smartphone market by specifically targeting the trend setters of today.The trend setters of today are driven by technology and want handsets that are easy to use, they are heavily driven by social media, and their social status is of the highest priority. The key strategy is to maintain its leadership and lower prices on smartphones while providing high end products for the masses. Positioning Map Innovation Samsung Samsung Nokia Nokia Future Positioning Future Positioning Apple Appl e Sony Sony Nokia Nokia Current Positioningnt Positioning Positioning Current Positioningnt Positioning Positioning High Price High Price Low Price Low Price LG Mobile LG MobileCompetitiveness Marketing Mix Strategies Product According to O’Connor ,B (2000) A well-thought-out marketing plan can give you the ability to exploit your competitors' weaknesses, adjust to any new competition, expand your service capabilities, strengthen customer relationships and minimize sales volume fluctuations. It will also help eliminate unproductive promotions and enable you to create and control the specific image you want to project. To have an impact on the market, Nokia needs a blockbuster – a single, stunning smartphone that puts the company back on the map alongside with Windows Phone.Windows Phone 8 has a lot of interest from various carriers, by taking advantage of all this, the company can get its groove back. The handset must be simple to use, jam packed with technology while upholding two key fundamental features – social media and easy to use. Nokia introduced a whole line accessories free of PVC, keeping in touch with this green aspect already adopted by Nokia, the Lumia 910G will have a specially designed solar panel will built into the back of the handset, as part of the battery cover.Ten minutes of sun exposure will get you three minutes of talk time and the phone's casing will be made entirely from recycled plastic water bottles. Other key features are, quad core processing power, 12 mega pixel camera with Carl Zies lens, Nokia flexible AMOLED screen. 4. 7 inch 4. 7 inch Solar Panel Solar Panel Recycled Materials Recycled Materials Place/Distribution Having already established a channel of distribution partners globally, the handset will be available through all major vendors globally as well as to be purchased through online vendors such amazon and Nokia online.The opportunity exists to expand through existing areas, but with heavy focus o n the Nokia online store. This channel present great opportunity as there is no overheads. Price Price for this handset is directly set against competitors like the Apple IPhone 4s and Samsung Galaxy S3. The handsets’ being manufactures offshore in China and allows entry into the market at $350 per unit. The pricing strategy is very aggressive, keeping in line with the market audience the handset is directed at.This handset will be the first smartphone with high end features for very low costs. Being of all recycled plastic design allows maximum build quality with minimum costs. Promotions The use of viral marketing is the quickest way to get the word out about the new handset, as the use of social networks will spread the message quicker. According to Berkowtiz, D (2010) blogs and social media can be useful for establishing direct communication between marketers and consumers, and they can contribute to establishing a larger share of voice in search engine results.One such e xample of this is the ‘Best job in the world campaign’ that involved getting a job in the topical islands of the great barrier reef. The campaign had generated so much interested that the publicity around it was worth well over $150 million and in the process highlighted Queensland as an ideally holiday destination. By heavily promoting the Smoked by Windows Phone† campaign, over social media sites, the word of the Lumia 910G will spread. Evaluation According to Harris, A (2010), there is a lack of strategy for using these new social media tools.It is often viewed as a technology issue, not a communications tool. Improving brand awareness and exposure involves creating an online presence, delivering key messages to a target audience and then building relationships with potential customers. Social media allows for these behaviors, as well as enhancing a company’s credibility. Social media is fairly new components to marketing, this type of marketing involve a company interested in increasing brand awareness and exposure to new and existing customers.By gaining the trust and respect of potential customers through frequent, but informal postings public relations teams may then assess the results of the marketing campaign. Although posting cannot be quantitatively measured, it can eventually lead to sales. According to Connor, A (2010) public relations professionals must develop creative strategies for linking online community participation to direct revenue. The interested fans having these conversations may be more inclined to purchase from their online friend than someone else.The will give an indication into measuring the sales volumes achieved through social media. From here, Nokia can determine if social medial marketing is worth the time that has been invested into. Implementation Conclusion This report sets out the marketing plan for the new Nokia Lumia 910G. The handset is made from recyclable plastic water bottles and sports a s olar panel on the back for additional power for the handset. It is a leading and innovating handset with superior features at the fraction of the price of its competitors.The handset is specifically aimed at the trend setters of today, the ‘digital natives’ The sales objectives is to achieve 10,000 units per quarter and to achieve a sales revenue of $100,000 per month. Back boning on the currently successful promotion ‘Smoked By A Windows Phone’ campaign and the use of social media the aim is to regain the majority of the globally market share and to become the number one handset manufacture in the world. Reference Berkowitz, David Social Marketing Advertising Age 81:8 (Feb 22,2010):54 Connor, Angela. Market With Social Media 21 Dec. 2009: Research Library, ProQuest.Web. 21 Feb. 2010. Harris, Angela. Does Social WORK? Measuring Community Effectiveness. EContent 1 Jan. 2010: Research Library, ProQuest. Web. 22 Feb. 2010 O’Connor, Bob Motor 193. 3 (Mar 2000): p71-74 http://www. authorstream. com/Presentation/sanju152k-262736-nokia-final-education-ppt-powerpoint/ http://www. campaignbrief. com/2012/03/version10-starthtml0000000149-190. html http://www. informationweek. com/news/mobility/smart_phones/232901759 http://www. marketing91. com/swot-nokia/ http://www. moyeamedia. com/blog/? p=2361 http://techland. time. com/2012/07/20/lets-be-realistic-about-nokias-chances/

Language Investigation Essay

How gender affect linguistics in programmes. For this investigation I aim to produce a theory on the language of gender orientation in programming. I think it will be interesting to observe how the role of male and female in our society can affect the programmes that are broadcasted and the linguistics that feature when a programme adheres to a particular gender roles. I will take into account the contextual factors to fully assess whether it is gender, or other factors such as age, class or culture, that affects the language of a programme. The type of programming I am going to study are children’s television programmes because they are commonly reflective of society’s stereotypical views of gender. It is important to assess the influence of heavily male or female based language on children, and whether it forms a gender identity within them and affects how they linguistically interact with those around them. My hypothesis is that language will be heavily male orientated, following from the stereotypical role males have to assert dominance in society. I have chosen to study the children’s cartoon X-Men because it has an interesting reflection of gender portrayed through language. I am going to begin by analysing the title of the programme I am going to study – ‘X-Men’. This title introduces the influence of male superiority through the language it uses, instantaneously using the word ‘men’ to portray the themes of the programme. Instead of the programme only containing men as the title suggests, there is actually an equal number of men as there is women in the ‘X-Men’, so we can conclude that they play a dominant role in the programming, and the influence of stereotypical gender views have responsibility for this. It should also be considered that the women in this programme are represented through male characteristics, and by conforming to this and seen as part of the ‘X-Men’, they are not inferior, but instead seen as equal through another gender. The title clearly suggests that the programme is male orientated, and degrades the influence of the female gender in association with the themes of power and battle. Looking into the idea that the female characters in the ‘X-Men’ are represented with male traits, I am going to study the language of the names used for each character. Without knowing the gender beforehand, it is difficult to associate any of the names with an influence of the female gender. Nearly every name is associates with male traits. For instance when looking at the name ‘Wolverine’ we can clearly determine that the wolf is a origin for power, teamwork and male dominance, which is appropriate to the male character. In comparison to ‘Rogue’, a name which has no female influence, and disassociates the gender from the character, giving her a power orientated name, but suggests that the male represents power. This transcript is of a mostly male conversation, and reveals how the programme orientates towards this gender through it’s language. The use of M1-4 represents the 4 different male characters in this scene, and F1 represents the only female character. M2/3 are very aggressive, using phrases such as ‘Let’s crush him’ and ‘I think me and my buds are gonna squash this slimeball’. This associates the male figure as one of violence. This is disconcerting that this view could influence young children, because they will associate power and dominance with aggression, which could have all sorts of implications of their behaviour. Other male characteristics in the language of this scene are using last names for refer to each other, and imperatives to dominate the conversation and assert their authority. This fits in with George Keith and Jon Shuttleworth’s theory, found in Living Language, that men are competitive in conversation, as opposed to women, who are more supportive. The role of the female in this transcript is very brief, but she clearly supports the other character of Scott, rather than tries to compete with him. This transcript show how female characters are represented as weaker than male. It is interesting to consider that F1 is a dominating powerful character, with many male traits, when the programme deals with the super heros and battle scenes. In comparison, in this scene, she is represented as the supporting character, and inferior to the males. This suggests that the programme still has connotations of the weakness of the female gender. For instance when F1 says – â€Å"Oh, you poor baby!† her language suggests she is being supportive. The use of the word â€Å"baby† has maternal connotations, which is representative of stereotypical domestic and mothering views of females. The language associated with this programme portrays how the male gender dominates the linguistics of ‘X-Men’ which gives an insight into the general view of gender orientation of the programme. These two examples are more substantial in that they are repeated with every episode that a young child watches. It is important to analyse how a heavily male orientated programme effects children. We should consider that a child’s perception of the reality of a television programme is somewhat unclear, and it’s influence could change their gender associated behaviour and understandings. When watching ‘X-Men’ a young child receives language that has strong connotations of male dominance and power, which leads young children to gender roles themselves, which society have been trying to break for some time now.