All I really need to know I Learned in Kindergarten Essay

I can remember my mother telling me for a few weeks before the first day how wonderful school was going to be and how I would meet loads of new friends. She also told me that the other kids are going to be scared just like I was. Turning five years old, and knowing that it was time for me to begin school already, was really very scary. The thought of waking up early and going to school and not being with my mom all morning made me feel sick to my stomach, but I just had to suck it up and go. The first day of kindergarten I was sad but also excited at the same time because I was going to meet new friends and I was going to get to play with them during recess. I remember walking into school with my new back pack; they were the ones that had to two little wheels on it so you wouldn’t have to carry it. As I was getting dropped off and hearing my mom telling me bye I started to cry. Being really close to my mom I didn’t want her to leave me there all alone. So we walked in together and she told me that I was going to be all right. My mom and my new teacher, Mrs. Fossum were having a hard time getting me to stay there. After they saw that I wouldn’t stay, my mom had to stay there with me thru out that whole day. As the first day went on I was making a bunch of friends with my new classmates. When the second day came I wanted my mom to stay at school but I realized that she had to go to work. After she had left I saw a table that had some crayons and some paper on it, so I ventured over to it and stood by the seat watching to see if anyone was going to stop me from drawing. No one came so I took a seat, a piece of paper, and of course a blue coloring pencil just like the one I had at home and started to draw. When the other children saw that I was already hard at work with my drawing, which somewhat looked like a cow, they came and sat down with me. Even the child that didn’t want to leave his father noticed me and came over and started to draw. The little boy started to ask me questions and once he started then everyone started to include me into their group. I learned at a young age that I was not very comfortable meeting new people and doing thing on my own. My mother realized that Mitchell School system was too big of a school for my type of personality and that I do better when I don’t have to adapt to much change.

A Description of Quantitative Research

Quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. [1] The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Quantitative data is any data that is in numerical form such as statistics, percentages, etc. 1] In layman's terms, this means that the quantitative researcher asks a specific, narrow question and collects numerical data from participants to answer the question. The researcher analyzes the data with the help of statistics. The researcher is hoping the numbers will yield an unbiased result that can be generalized to some larger population. Qualitative research, on the other hand, asks broad questions and collects word data from participants. The researcher looks for themes and describes the information in themes and patterns exclusive to that set of participants.Quantitative research is widely used in social sciences such as: psychology, economics, sociology, and political science, and information technology, and less frequently in anthropology and history. However, research in mathematical sciences such as: physics is also ‘quantitative' by definition, though this use of the term differs in context. In the social sciences, the term relates to empirical methods, originating in both philosophical positivism and the history of statistics, which contrast qualitative research methods.Quantitative research is generally made using scientific methods, which can include: The generation of models, theories and hypotheses The development of instruments and methods for measurement Experimental control and manipulation of variables Collection of empirical data Modeling and analysis of da ta The Process: The research process entails a number of steps which include the research question, literature review, research design, data collection, data analysis, interpretation of results and answering the research question. Hughes, 2006) From the above diagram it is evident that there are steps that should be followed when undertaking quantitative research, these steps are discussed below: (Creswell, 2003) 1) Selection of topic: The first step when undertaking quantitative research is the identification of the research topic, this involves designing the research question, the selection of the topic will depend on a number of factors and they include topic selection due to interest of an individual, significance of the social phenomena, research based on existing theories and the ability to research on the topic. Creswell, 2003) 2) Literature review: The next step is to undertake research on previous theories that have been developed based on the selected research topic. This step will also involve selection of the theoretical approach that will be used in the study. This step will also involve formulation of questions that will be answered in the study, at this point a literature review will be prepared in order to identify previous studies and theories that support the research questions and methods that will used in the study. Creswell, 2003) 3) Research design: Research design is determined by the research question, this involves identifying the most appropriate way to structure the quantitative research in order to answer the research question, the research question will also determine the type of data to be collected and analyzed. 4) Data collection methods: The research design will involve selection of the most appropriate data collection method.Data collection methods include Questionnaires, Structured Interview, and Observation and analyzing documents i) Questionnaires: Questionnaires involve the formulation of questions that aid in the collecti on of data, questionnaires can be administered to respondents or mailed to the respondents, questionnaires are prepared and pre tested to determine whether questions are biased. Questions formulated will be based on the research question whereby they will aid in the collection of data that will help answer the research questions.Questions will either be closed or open ended, open ended questions are those questions that will require the respondent to input his own answers to the questions whereas closed questions are those questions whereby the respondent will choose from a list of answers highlighted in the questionnaire. (Fowler, 2008) ii) Interviews: An interview can be undertaken to collect data, there are two types of interviews and they include face to face interview and telephone nterview, a face to face interview will involve collection of data whereby the respondent and research administrator sit together, a telephone interview on the other hand will involve calling the res pondent and answers obtained over the phone, a face to face interview is considered more expensive given that the research administrator may be required to travel and also this process may be time consuming. Fowler, 2008) Interview are further subdivided into structured and unstructured interview, structured interview involves setting up a set of questions that will be administered while unstructured involve asking the respondent to elaborate on certain issues. (Fowler, 2008) iii) Observation Observation is another method of collecting data, this method involves observing participants and recording data, for example collecting data on the number of vehicles that use a certain highway will involve the observation method of collecting data. Fowler, 2008) iv) Analyzing documents: This is secondary data collection method that involves collecting data from published documents example journals and a book, other sources include online databases which are relatively cheap methods of obtaini ng data, this method is preferred given that it is less time consuming and also less costly.This method however have a disadvantage given that it may given rise to accuracy problems, data accuracy will depend on the purpose of the data collected and that there may rise problem when data may unavailable and therefore a researcher will be required to use primary sources of data which include interview and questionnaires. Fowler, 2008) When designing the research data collection methods it is important that the researcher takes into consideration the respondent attitude, data collection methods such as questionnaires should be designed taking into consideration the reaction of the respondents when a certain question is directed to them, also the research questions should be clear and simple and should not be leading questions.The other factor that should be taken into consideration is the cost, when selecting the data collection method one should take into consideration the cost associ ated with that method and whether there exist ways to reduce such costs, face to face interview sometimes may be costly and time consuming and therefore questionnaires that are relatively cheap may be preferred, also the questionnaires may be more appropriate given that they are less time consuming given that a lot of data can be collected at once, for example a tudy that involves participants from different regions and the respondent sends the questionnaires to the respondents. (Fowler, 2008) 5) Sampling: Sampling in social research refers to the selection of a few respondents from a population, in some studies it is impossible to collect data from the entire population and therefore a sample is selected, when an appropriate sample is selected it results will represent the entire population, a sample reduces the cost associated with data collection and also reduces time consumed while collecting data.There are two types of sampling and they include probability sampling methods and non probability sampling methods. In probability sampling the sampling error can be estimated and a confidence interval established for the entire population, probability sampling methods include random sampling, systematic sampling, stratified sampling and clustered sampling. Stuart, 1994) i) Simple random sampling: In simple random sampling the population respondents or units are identified and a random number generator is used, each unit in the population is assigned a number and the unit corresponding with the random number generator is included in the sample. The appropriate sample size is calculated using the expected error and therefore the number of total units selected corresponds to the calculated sample size. Stuart, 1994) ii) Systematic sampling: This is a probability sampling method that involves the selection of the sample using intervals, the first step in undertaking a systematic sample is assigning each unit a number, the researcher then decides on the appropriate s ample size and then the sample is selected using intervals, example a study may use systematic sample with a ten unit interval, this means that the first number to be selected will be 1, the next 11, the next 21, if the interval is 5 then the first number will be 1 then 6 then 11 etc. Stuart, 1994) iii) Stratified sampling: Stratified sampling is also an acceptable probability sampling method, this method involves subdividing the entire population using certain characteristics example stratifying data into regions or gender, the next step involves undertaking simple random sampling on the categories and selecting the appropriate sample size. (Maxwell, 2005) iv) Snowball sampling: Snowball sampling is another sampling method which is a non probability sampling method, this method involves selecting the first respondent and then asking the respondent to refer you to another respondent, a good example whereSnowball sampling is used where we have certain units with unique characteristic s, example a research study on gay marriages will use these sampling method, or a study on prostitution will involve this sampling method given that the respondents will refer you to people they know who have the same characteristics. (Stuart, 1994) 6) Ethical issues: In research there are some ethical issues that need to be taken into consideration, this includes confidentiality, cause no harm to respondents, anonymity and consent.A researcher should treat information collected with confidentiality, this means that the researcher should not state that a particular respondents made a certain statement. The other ethical issue to observe is anonymity whereby the respondent should not given out their names or reference numbers that may identify them as the particular individual that gave certain statements. (Punch, 2005) The other ethical issue is consent.Participants should be briefed on the purpose of the study and also be informed on any recording that may take place, this way the researcher should gain the consent of the participants by briefing them on the purpose of the study and also how the information will be recorded. Finally the research should not cause harm to the individuals, this takes place whereby the researcher should not ask questions that offend the participants. Fowler, 2008) 7) Data analysis: When data has been collected the next step is to analyze data using statistical techniques such as calculating the mean, variance, correlation and regression analysis, all the data collected should be analyzed but some exceptions are made for example cases where we have incomplete questionnaires are rejected and not included in the analysis. In this stage the researcher should report accurately the results obtained and should not in any way alter variables collected in achieving desired results.Data should be presented as they are and a report written to show how the data respond to the research question or topic. (Bamberger, 2000) 8) Other factors to consider: A good research study will be free from bias, this means that the information and data collected from the study should not vary in any systematic way, and bias in a study may be eliminated through the use of random sampling and also eliminating biased treatment of participants that may affect their responses. (Flick, 2006) Conclusion: From the above discussion it is evident that when undertaking quantitative research one has to take into consideration a number of actors, the first step is to formulate a research question, the next step involves literature review where a researcher should search for information on previous studies undertaken on the chosen research question. The next step involves research design where the data collection method and the sampling method is chosen, a researcher may chose to use questionnaires, interview or observation to collect data. Research design also involves choosing an appropriate sampling method when the population is large, sampling m ethods include random sampling, quota sampling, systematic sampling and stratified sampling.Sampling helps in reducing costs associated with collecting data from the entire population and also is less time consuming whereby the study is undertaken only a few participants. After sampling and preparation of the data collection method the next step is data analysis and interpretation, this involves recording all the data collected and analyzing data to make statistical inferences and descriptive statistics, results should also report on how the data has helped answer the research question.Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. [1] Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypotheses. This view has been disputed by Oxford University professor Bent Flyvbjerg, who argues that qualitative methods and case study research may be used both for hypotheses-testing and for generalizing beyond the particular cases studied Research training in the Philippines: exploring the issues for a nation striving to enhance research quality Angelito CalmaCentre for the Study of Higher Education The University of Melbourne Abstract Internationally, research training is changing face due to global changes affecting higher education. Higher education in the Philippines is also affected by these changes. Currently, the Philippines, throu gh the Commission on Higher Education and higher education institutions, is embarking on new ways to enhance research and research training. To reach this objective, however, some areas of research and research training require attention.Thus, the purpose of this paper is two-fold: (1) to identify areas for scrutiny and (2) to propose possible strategies to enhance research training in the Philippines. Introduction It was more than a decade ago that the OECD (1995) highlighted the changing face of research training internationally. Today, research and research training remain under pressure to address a broad array of societal demands. This is due to changes globally and to how nations and universities position themselves as shareholders in a complex knowledge society.If relevance and viability were the language of the past, now and into the future issues of quality, accountability, and internationalisation of research will come to the fore. In the Philippines, higher education push es for ways to ‘[promote] research to push forward the frontiers of knowledge and to develop a culture of research among higher education institutions’ (Commission on Higher Education [CHED], 2007a, para. 2). To reach this objective, however, some areas of research and research training require inquiry and evaluation.Thus, the rationale for this paper is two-fold: (1) to identify areas for scrutiny and (2) to propose possible strategies to enhance research training in the Philippines. The effects of globalisation place necessary demands upon higher education generally. In particular, the effects are felt in the areas of teaching, research, and postgraduate research training. Marginson (2007) maintains that higher education supports ‘multiple connections across the range of teaching, research, doctoral training, and business activities’ (p. ) and universities will continually compete to occupy global spaces to position themselves strategically. Part of this global positioning strategy is advancing research. One way of doing this is by pursuing developments in postgraduate research training. Thus, research training in the future will increasingly play an important role. In recent years, there has been a growing interest in the field of research training. The range of research objectives is quite diverse.However, it is observed that research into research training primarily involves the development and evaluation of practices across specific disciplines and institutions. In the Philippines, however, little has been done in this area, much less on the analysis and appraisal of national and institutional research training policies. Research training in the Philippines†¦ 2 This is why research training in the Philippines needs examination and, I will argue, development.For a country where research is at the periphery of higher education curricula and where universities are mostly ‘teaching universities’ as opposed to †˜research universities’ (Bernardo, 2007), the Philippines faces one of the greatest challenges in restructuring its higher education to compete globally, or even with its closest neighbour countries, in areas of research. In the past years, the country’s competitive advantage has largely been its human capital due to the substantial economic gains that dollar remittances from overseas workers bring in.The emphasis in higher education has been on the education and training of nurses, teachers, engineers, and computing specialists and this could well be explained by employment opportunities in the Asia-Pacific region and across the globe. This is evident in the statistical reports published by the CHED (2007b) which reflect (1) Business & Administration, (2) Medical, (3) Education & Teacher Training, and (4) Engineering & Technology courses remain as top disciplines of choice for most students in recent years.However, there has been less attention placed into the educat ion and training of undergraduate and postgraduate students in the area of research. Research remains a peripheral component of undergraduate and postgraduate curricula whilst research training continues to be an under-developed activity. The influx of students from other countries also influences higher education in the Philippines. This is especially so now that neighbour countries like South Korea increasingly view Philippine higher education institutions (HEIs) as hubs for undergraduate education.One reason for this is because English is one of the two official languages of the Philippines. However, the Philippines has thus far not positioned itself as a preferred choice for postgraduate education despite English language advantage. Perhaps some areas that need development are the HEIs’ readiness for research, their research capabilities, and the strength of their academic staff in research and research training. The Philippines remains relatively unsuccessful in attracti ng postgraduate students from Asia-Pacific compared to countries from non-English speaking backgrounds such as Singapore or Malaysia.It has been the national policy of the CHED to enhance research in the Philippines. To do this, examining and developing research training is critical. Research training is at the core of enhancing and promoting research within HEIs. There are even more reasons to develop research training in the Philippines given the strategic directions that HEIs currently take. First, amongst HEIs, one of their aims has been to attract international students due to insufficient funding on public universities as well as to move away from over-dependence on tuition fees from local students for private universities.Second, universities increasingly find it important to integrate research into their postgraduate education curricula and moving towards becoming ‘research universities’. Finally, HEIs push for local accreditation and international quality stand ards benchmarking to mark their place in Asia-Pacific. Thus, it is a critical part of this transformation and positioning to examine research training structures, policies, and practices. This paper focuses on presenting briefly the higher education system in the Philippines and the context of postgraduate education and research training within HEIs.It concludes with an exploration of some important areas for scrutiny and possible strategies to develop research training in the country. Instructions 1. Conducting Research o1 Formulate a research question. Qualitative studies aim to explore and/or describe, not explain phenomena. The question should reflect precisely what you aim to explore or describe in your study. The question should also connect to or be relevant to the field that you are studying.For example, if you are interested in exploring how the parents of young children understand their children's learning in an arts environment your question could be, â€Å"What are the parental perceptions of learning for their preschoolers ages 3 through 5 in an early childhood museum-based visual arts program? † o2 Conduct a literature review. Look for strong academic literature from peer-reviewed journals on your chosen subject. o3 Choose a qualitative approach. This should match or be connected to the subject of your study.Examples of qualitative approaches include ethnography (immersing yourself in one specific culture or group of people to conduct in-depth interviews and observation), phenomenology (exploring the participant's subjective interpretations), grounded theory (creating new theory that is grounded in the data) or action research (the researcher is part of what is being studied, such as a teacher researching her own classroom). o4 Decide on the methods that you will be using. Common qualitative methods include participant observation, direct observation, interviewing and document reviews.Some methods may work better with some approaches. For example, if you are conducting an ethnographic study you would want to rely more heavily on observation techniques. o5 Collect your data via the chosen method. o6 Analyze your data. This may include a method such as constant comparison (comparing different pieces of data against each other). Typically, qualitative researchers will analyze their data using a system of alphabetic codes that express different themes or concepts that emerge from the information.Considerations for Choosing a Topic †¢Choose a topic that you find interesting. oYou will be spending a lot of time researching and writing it, and a topic that interests you will make the process more enjoyable. †¢Pick a controversial issue that you are passionate about. oA hot topic for a speech or persuasive paper that interests you will make the research appealing. †¢Select a topic with multi-purpose research potential oIs it possible to research two different aspects of the same subject for two classes? If so, you will be multi-tasking and saving time.Note: this is not turning in the same paper for two different classes; this is using your research time wisely †¢Choose a topic that relates to your personal interests or future profession. oIf you are writing a persuasive paper on a topic of your choice can you tie it into your major so that the research will have a future benefit to you? This will add value to the research process. †¢Decide on a unique or original topic. Put your own spin on it! oImagine your professor reading 25 papers on the same topics year after year. An original topic or perspective will be welcomed favorably!

Discussing Music Therapy Reducing Stress Health And Social Care Essay

The treatment brings the right study to cloture. Discussion subdivision makes sense of research consequences. This is the most of import subdivision of any research study working adult females emphasis has emerged as important mental wellness job in working country in now. The chief purpose of the survey was to measure the effectivity of music therapy in decrease of emphasis among working adult females at P.S.G institute of wellness scientific disciplines, coimbatore in the month of July. Each person ‘s base line informations was collected and they were assessed for selected parametric quantities under the subheading of physical emphasis, psychological emphasis, fiscal emphasis, sociological emphasis, religious emphasis. After the initial appraisal, music therapy was given a period of 3 hebdomads. Then reappraisal was done. 5.1 General Profile of Working Womans: Age of working adult females varied between 20 to 60 old ages. There were 44 adult females, among whom bulk ( 16 ) of the adult females were in age group of 25 to 30 old ages. Six ( 6 ) were in the age group of 20 to 25 old ages. Thirteen ( 13 ) were in the age group o 30 to 35 old ages, six ( 6 ) were in the age group of 40 to 45 old ages and merely one in the age group of 50 to 60years.The above determination was supported by a survey conducted to measure the relationship between the emphasis and wellness indexs in urban population in Japan. They found that topic who showed that a high sum emphasis mark was largest in the age group of 30 to 39 old ages for adult females ( Nakagawa y, 1998 ) . 5.2 Occupational History of Working Womans: In the present survey bulk ( 33 ) of adult females were making instruction, one ( 1 ) was making administrative work, two ( 2 ) were making lab work, five ( 5 ) were hearer, three ( 3 ) were clerical workers. A survey reported that three groups of adult females like clerical worker, director, individual parent ( chiefly divorced ) have been through empirical observation identified as being at comparatively high hazard for emphasis ( kushnirt,1993 ) . 5.3 History of wellness Problem of Working Womans: In the present survey one ( 3 ) adult females had hurting in lower appendages, two ( 2 ) adult females had stomachic ulcer, one ( 1 ) adult females had Diabetess and high blood pressure, one ( 1 ) adult females had thyroid related job, one ( 1 ) had high blood pressure. Majority ( 36 ) of adult females did non hold any wellness jobs. A survey was conducted on multiple functions and wellness among Korean adult females.The consequence showed that holding multiple functions with working adult females was non associated with better wellness and psychological well-being. Compared to those with traditional function, employed adult females more often experienced sensed emphasis, with matrimonial and/or parental functions. ( Cho, S, J. , 2008 ) 5.4 Recreational Activities of Working Womans: About more than half of ( 23 ) adult females had no leisure clip activities and eight ( 8 ) adult females had a leisure clip activity of watching Television. Four ( 4 ) adult females had a leisure clip activity of Listening to music, three ( 3 ) adult females used to play during the leisure clip, one ( 1 ) adult female used to playing with the childs, one ( 1 ) adult female exhausted clip in walking, two ( 2 ) adult females used to read books and listen to music ; one ( 1 ) adult female had leisure clip activities of watching Television, read books, playing with childs and one ( 1 ) adult female had leisure clip activities of watching Television, orienting, cleansing and horticulture ( Table 4.4 ) .A survey has been conducted to find the occupation emphasis among primary school instructors in South- West, Nigeria. They found that bulk of the instructors had concern as symptom of hapless wellness and bulk of them engaged in watching Telev ision as a scheme for get bying with emphasis. ( Lanre Olaitan, O, 2009 ) 5.5 Assessment of Level and Type of Stress among Working Womans: In pretest out of 44working adult females 6 had mild degree of emphasis, 29 had moderate degree of emphasis and 9 of them had terrible degree of emphasis. A survey reported that among 206 adult females, 36 % admitted agony really terrible, terrible or reasonably terrible emphasis at work. At place or in the household 16 % were affected. Anxiety about employment was expressed by 12 % , fiscal concerns by 5 % , and concern for wellness by 5 % ( Biener, K. , 1981 ) . In relation to physical emphasis, among 44 working adult females 9 had mild degree of emphasis, 26 had moderate degree of emphasis, 9 had terrible degree of emphasis. Similarly psychological emphasis, five ( 5 ) had mild degree of emphasis and 30 one ( 31 ) had moderate degree of emphasis and eight ( 8 ) were identified as holding terrible degree of psychological emphasis. Five ( 5 ) of adult females had mild degree of emphasis, 30 six ( 36 ) had moderate degree of emphasis and three ( 3 ) had terrible degree of fiscal emphasis. Similarly seven ( 7 ) had mild degree of emphasis, 30 ( 30 ) had moderate degree of emphasis, seven ( 7 ) had terrible degree of sociological emphasis. Nine ( 9 ) of adult females had mild degree of emphasis, 20 six ( 26 ) had moderate degree of emphasis, nine ( 9 ) had terrible degree of religious emphasis. When a individual is stressed, their organic structure becomes physically different due to the reaction to the stressors. They may be dying and problem c oncentrating along with a alteration in outward behaviour. If dying, an person may see apprehensiveness, apprehension or uneasiness similar to fear but based on an ill-defined menace. This person may experience tense, uneasy, discerning, disquieted and vulnerable ( Dennis Coon, 2007 ) .5.6 Comparison of Level of Stress among Working Women before and After Implementation of Music Therapy:Working adult females ‘s emphasis degree was reduced from terrible to chair and chair to mild. In the posttest, average value of mild emphasis is 66.33, compared to intend value of mild emphasis which is 62.66 in pretest. Similarly in the station trial, average value of moderate emphasis is73.44, compared to intend value of moderate emphasis which is 89.86 in pretest. Similarly in the station trial, average value of sever emphasis is 83.88, compared to intend value of sever emphasis which is120 in pretest after execution of music therapy. 5.7 Influence of Music Therapy on Stress Level among Working Womans: System theoretical account was adopted to implement the music therapy in decrease of emphasis among working adult females. After the music therapy working adult females stress degree was reduced to severe to chair and chair to mild. There was a important decrease in the emphasis degree when compared to emphasize degree before the therapy. The average value of mild emphasis was 62.33 in out put as compared to 62.66 in input and average value of moderate emphasis was 73.45 in out put as compared to 89.86 in input. Similarly the average value of terrible emphasis was 83.88 in out put as compared to 120 in input, Therapy as throughput helped the working adult females to cut down the emphasis degree ( figure 5.1 ) . 5.8 Assessment of Relaxation Level among Working Womans: All 40 ( 44 ) working adult females had moderate degree of relaxation after the music therapy.

Music research paper Example | Topics and Well Written Essays - 1250 words - 1

Music - Research Paper Example As of yet, K Pop musicians have held a plethora of successful concerts internationally in major cities such as Chicago, New York, Paris, London, and Barcelona. With their unique style and multiple talents, two K Pop stars including Psy and the Rain have swept international audiences with their hit music and performances in films. The famous K Pop singer, Psy shot to popularity in 2012 when his single Gangnam Style went hit with over one billion views on YouTube within a few weeks of its release. His single went viral over YouTube reaching millions of international fans with approximately two billion views as of yet (Gruger, n.pag. (a)). Subsequently, his signature dance move to the lyric â€Å"Oppa Gangnam Style† became so popular that sports players, politicians such as Mitt Romney (Perera, n.pag.), and TV hosts could not get away from maneuvering to the renditions of Gangnam Style. The song made new records of worldwide popularity and engagement with international audiences which even earned Psy’s lyric, ‘Oppa Gangnam Style’, an entry in The Yale Book of Quotations as being one of the most famous quotes of the year 2012. Psy’s music video was a huge success all over the world. With its dancy music, hilarious yet interesting dance moves, funny lyrics, and catchy video, the single made it to the top of the charts as a dominant musical entry. The immense popularity of the song and its video reached worldwide audiences taking Psy to new heights of fame and recognition. Another popular K Pop star, Rain is an actor, singer, producer, and model. The Rain is also known as the ‘King of K Pop’ due to his popular music and his influence outside South Korea. The Rain starred in a 2009 movie called Ninja Assassin where he performed a physical role of the assassin belonging to the Ozunu ninja clan. For his role in the movie Ninja Assassin, the Rain even won an MTV Movie

Organized Crime Essay Example | Topics and Well Written Essays - 1250 words - 1

Organized Crime - Essay Example This paper will discuss various aspects of organized crime by focusing on the fundamentals of criminal law. Simply, the organized crime could be called as the illegal activities performed under an organized set up intended to make profit. It has been considered as a multi-faceted phenomenon which is evidently associated with different activities like drug transport, illegally transporting human beings, illegal trafficking of firearms, smuggling, money laundering, and many more. Organized crime groups have developed their own highly equipped teams with modern weapons and operating systems. The criminals have also created national and international tie up with terrorist organizations and other rebellious groups. Organized crime can be in many forms. It ranges from the smallest crime where just two persons have agreed to contribute together, to the crime that may progressively lead to highest levels of Mafias among the gangs of immigrants. As Levitt and Dubner (2005) point out, the historical figures show that there were more than 1,300 street gangs, catering to every ethnic, political, and criminal issues in Chicago alone. Mafia activities are sometimes interchangeably used to represent highly organized crime. Criminal law constitutes a very small part of the entire field of law and it is considered to be one of the most incoherent and underdeveloped areas of law. In olden days, tribal groups practiced their own private laws regarding the system of criminal justice. Some modern societies still maintain their own differences in criminal laws like civil law systems of France and Germany. In contrast, criminal laws in the United States are well structured and preserved by legislature for each jurisdiction. â€Å"Crimes are ‘owned’ by the state, prosecuted by the state, and the only thing separating a civil wrong from a criminal wrong is that fine line

International business and economy Essay Example | Topics and Well Written Essays - 1250 words

International business and economy - Essay Example This memo outlines the top 3 such markets outside of the U.S., and discusses the cultural, political, economic, legal and technology issues that must be addressed in order to fully realize the sales potential offered the identified countries. Differences between a successful sales approach in these target countries versus such approaches in the U.S. will also be examined. Outside of the U.S., there are several regions with populations that are aging rapidly. Birth rates have fallen off substantially throughout much of the industrialized world in recent decades, resulting in graying societies that are becoming deeply concerned about the economic impact of ever increasing ranks of the retired supported by shrinking numbers of working age people. Arguably, these trends have been most pronounced in Europe and the Far East. Several countries, including Britain, Germany, Japan, China and Thailand have been cited by demographic experts as being on the cusp of a crisis brought on by the unprecedented shift of population toward the elderly. That "crisis" translates into business opportunity for PM Company through enhanced sales potential. The three countries that represent the greatest of this potential are Japan, China, and the European Union in general - Britain and Germany in particular. An aggressive move by PM into these markets today will reap substanti al financial benefits tomorrow. Japan Japan is, without a doubt, the highest priority overseas market for PM Company's product line. Recently published government data showed that "the share of elderly people aged 65 or older in Japan's total population became the highest in the world while the rate of youth aged 14 or younger fell to the lowest, an indication of the relatively rapid aging of its population" ("Elderly Population Share," 2006). Japan's elderly population is nearly 27 million, about 21% of that country's total population. Japan reported in June of 2006 that they "surpassed Italy as the world's most elderly nation" (Coleman, 2006). The Kiplinger Letter maintains that "An aging Japanese population will demand more medical goods than the domestic industry can produce" ("Companies that export," 2006). These factors suggest Japan is an enormous untapped market for walkers, wheelchairs and related equipment. Combine the shear volume of potential customers with the strength and vitality of the Japanese economy, its democratic political system, and its Post World War II tradition of close business ties with U.S. companies, and the stage is set for a phenomenal boost in PM Company's sales driven by the Japanese market. As promising as this market is, there certainly are some cultural obstacles that will need to be overcome when trying to break into this market. Japan, like many other Far Eastern countries, has built a society on the notion of suppressing individualism in favor of the good of the group. That culture has carried over to the business world, where the Japanese will tend to be governed less by individual aspiration than by promoting the success of their companies and organizations. As the company seeks to expand its sales force into Japan, it needs to be aware of the potential distinction between how U.S. salespeople and those in Japan might best be motivated. For purposes of selling mobility products to elderly and disabled people in Japan, it is also helpful to be aware of the

Change Management Assignment Example | Topics and Well Written Essays - 2000 words

Change Management - Assignment Example For most cases, change in an organization is an emergent phenomenon and takes place at a slow pace. On the other hand, planned change is seen less commonly and requires a thorough analysis of the environment and development of strategies for improvement. Change management includes a range of activities ranging from communication and discussion to implementation and so the ideal change management process should take into account all these factors (Gustin, 2007). It is generally regarded as a strategic improvement for the organization and requires effective management to accomplish the desired results. Furthermore, upon this concept, this paper will describe the calm-waters and white-water rapids metaphors used for change management. It will focus on learning processes in the context of change management as well. The latter half of the paper will deal with force-field analysis and change management in the organizational culture. Calm-waters metaphor was popular amongst practitioners and academics for quite some time (Rao, 2012). Particularly till the late 1980s, it was a just delineation of the environment and circumstances the organization was observed. It can be likened to a big ship, which, on its usual course around the sea, faces an occasional storm (Robbins, DeCenzo, Bhattacharyya and Agarwal, 2008). The path traversed by the ship is not new to it, since it follows the same course every time it sets out on a journey. The interruption that it comes across with is temporary. Kurt Lewin’s 3-step change process is a comprehensive explanation of the metaphor. The three steps include unfreezing of the status quo, modification to the new state, and freezing the change again in order to make it permanent (Robbins and Coulter, 2007).

How old are the rocks of the Lewisian Complex in NW Scotland, and how Essay

How old are the rocks of the Lewisian Complex in NW Scotland, and how do we know - Essay Example This was followed by the new rocks folding and heating, and the intrusion of further magmas during the metamorphism, resulting in almost all the rocks being gneisses (Waters, 2003). The Lewisian Gneiss are a major division of Precambrian rocks (4.6 billion to 542 million years ago) in northwestern Scotland. In the region where the Lewisian rocks are found, they also form the lowermost rocks, also the Outer Hebrides, form the islands of Coll and Tiree, and are exposed along the northwestern coast of Scotland. â€Å"The oldest rocks of the Lewisian have been dated by radiometric technique between 2.4 billion and 2.6 billion years old, whereas the youngest Lewisian rocks have been dated at 1.6 billion years (Encyclopedia Britannica, 2010). Further, the Lewisian Complex form the oldest rocks of the British Isles, and are Mid- to Late- Archaen in age (Jones15). Most of these rocks are deformed and metamorphosed igneous rocks or orthogneisses. The types of rocks found in the Lewisian Comples are broadly subdivided into felsic gneisses which have a high content of light coloured minerals, mafic gneisses with a large proportion of dark mafic minerals, and ultramafic gneisses containing purely mafic minerals. Usually, the most highly abundant felsic gneisses develop from acidic igneous rocks, and mafic gneisses from basic igneous rocks. â€Å"Mafic and ultramafic gneisses are generally found together in this part of the Lewisian Complex, and are considered to be metamorphosed varieties of gabbro and peridotite† (Waters, 2003). The Lewisian Complex has been subjected to successive developments in techniques of age determination. There has been progressive tightening of constraints from Rb-Sr (rubidium/ strontium), K-Ar mineral (potassium/ argon) mineral dating, Rb-Sr and Pb-Pb (lead) whole rock studies through U-Pb dating of bulk zircon fractions, Sm-Nd rock and mineral investigation, to the most

Lab 4 Infectious Bacterial Identification from DNA Report

4 Infectious Bacterial Identification from DNA - Lab Report Example It is difficult to identify bacterial pathogens using the common lab processes which include morphological methods and biochemical procedures (Reece et al 2012). Bacteria that are difficult to identify yield inconsistent results when analysts use these manual procedures of bacteria identification. However, the DNA sequencing method offers a better solution of identifying different types of bacteria. This report offers the procedure of identifying Burkholderia cepacia, a bacterium that causes cold in small children. Finally, add 1 cm3 of culture to all the DNA strands from different blood samples that have undergone the above procedures to identify the Burkholderia cepacia bacterium from other similar bacteria that cause cold. Pyrosequencing becomes possible in the DNA of different bacteria that cause cold in children when culture and Carlsbad solution is added to the sample DNA strands because of some bacteria’s ability to assume different colors when these solutions used in this analysis are added to them (Luna et al 2007). Therefore, Burkholderia cepacia stands out distinctively as purple which makes it easy to identify its species when considering the various bacteria that cause cold. DNA sequencing stands out to be the most effective method of identifying the many infectious bacteria that

Occupier Liability Essay Example | Topics and Well Written Essays - 1250 words

Occupier Liability - Essay Example According to the discussion there is a common duty of care6 on the occupier to ensure his premises are reasonably safe at all times.7 If any danger exists, it is the duty of the Occupier to post signs warning of the danger and this can satisfy the duty of care expected8. In the case of the Park, due signs were posted and therefore, visitors to the park were duly warned they were using the facilities at their own risk. Occupier liability will be limited by the element of foreseability of accidents. In the case of Cunningham v Reading9 loose tiles on the terrace were the cause of police injury, for which the Occupier was held liable, because this was an instance where injuries were foreseeable and chances of occurrence were also higher, therefore the Occupant was held liable. This may also hold good in the case of the Park, because three aspects must be noted the signs warning of the risk were corroded and unreadable and therefore practically non existent. Exclusion clauses, waiving li ability, must be clearly communicated - if they are printed on the back of a ticket or communicated indistinctly, they will not be valid10. the element of foreseeability of accident was high due to the nature of the facilities. Moreover, the Park may also face difficulties on the issue of maintenance of the slides, since they collapsed with the weight of only two children.

Exam two Case Study Example | Topics and Well Written Essays - 1250 words - 1

Exam two - Case Study Example It is essential to note that the authors have provided the basic building blocks for management theories and their ideas are effective even now and this is clear from the examples like United Parcel Services which implements the ideas of the authors. The ideas form a basis for building the efficiency on automation, computerization and also scientific management principles and for relatively larger organizations ideas like the fixed hierarchy of authority, and division of labor and defined regulations still hold good in the current work environments. Hence these theories are very effective. i) Centralized approach: In terms of the centralized approach, there decision making is strong, authoritarian and in a number of cases this is also charismatic. Also here all the controls follow the top-down method hence making the execution decisive and coordinated along with being really fast as well. This method is also helpful in dealing with major issues and changes (Schermerhorn, Hunt and Osborn). However this can prove to be a disadvantage as well as the top management will not always have a clear picture of the events and working conditions in different locations and this can hence lead to issues as well. ii) Decentralized Approach: On the other hand considering the decentralized approach, it is essential to note that this method uses a bottom – up approach and concentrates on the culture and also learning dynamics (Ricky W Griffin). This method is also based on democratic and participative decision making which is very useful as it deals with all issues and tasks at hand locally without the interference of any management which is not present in the place. The decentralized business approach used in companies extends possible business opportunities for the entire business in terms of product improvement, design, research and expansion. The drawback of using this method is that it can lead to the division of

Bold and defiant ironic Essay Example for Free

Bold and defiant ironic Essay As Act Two begins, Gerald is made to admit his crimes and confront the consequences of his actions. This in time leads to great amounts of hard feeling and tension felt between Gerald and Sheila. We hear of Geralds affair with Daisy Renton. This shows us many ideas of women and society. Whilst Eva is treated like dirt and dismissed because of her actions, Gerald is more or less just patted on the back and told well done. He is now viewed as with higher status and respect, yet the females reputation is dashed. Sheila is expected to put up with her husbands actions, to be a good girl, yet Gerald is congratulated. There is no question of him being punished. Instead Sheila is expected to pick up their ruined relationship, and marry him. Mrs Birlings entrance during act two is also comical. It causes heightened tension as in contrast to the situation in the room, Mrs Birling is bold and defiant- ironic when compared to what is happening in the dining room. Sheila is perceptive and can see that Mrs Birling is yet another suspect on Inspector Gooles list. When Mrs Birling begins, we dont think we can help you much. Sheila is adamant that her mother must stop then, as she is afraid youll say or do something that youll be sorry for afterwards. Her panic and emotional outburst gives rise to tension and allows us to see her social responsibility in contrast to other members of the family who remain insistent that they have done nothing wrong. In Act Two many secrets are revealed for the first time. To start with, we find out about Geralds affair and lies to Sheila. As if that is not bad enough, we also find out about the part Mrs Birling plays in Daisy/Evas suicide. The scene becomes extremely tense when we find out about Erics drinking problem, because whilst Gerald and Sheila already knew of it, Mrs Birling did not. She is adamant that it did not happen, and denies it three times, ignoring her daughter, but then believing Gerald, her daughters fiancà ¯Ã‚ ¿Ã‚ ½. Sheilas line, he hasnt started on you yet is rather telling. This strikes a feeling of doom in the audience. As the Inspector interrogates Mrs Birling the scene is very uptight and tense. Whilst Mrs Birling has clearly played a part in Evas death, she is consistently saying that it has nothing to do with her. It was her decision that resulted in Eva being left without money or a home, yet she will not admit to having a part to play in the suicide. Mrs Birling is quick to point the blame at the father of the unborn child. Mrs Birling retains her airs and rude gestures. Hes entirely responsible he ought to be dealt with very severely If we have not already realised, it is about now that we as the audience realise that Eric is the father of the unborn child and his own mother is writing his punishment. The scene is incredibly tense. When Mrs Birling realises that Eric is the father she is again in denial, But surely I mean its ridiculous I dont believe it, I wont believe it Act two ends as Eric enters the room to silent stares and hysterical faces. At this moment in the play the tension has not reached this level before. Act three begins where act two left off, You know, dont you? Inspector Goole proceeds to ask many quick questions: who, what, where, when, why? This barrage of questions gives Eric little time to think. The situation is already tense and this doesnt help his case. Eric shows remorse to his actions, although, out of the family, they must be the most serious. We find out he was drunk, has little recollection of events, and even stooped low enough to steal money from his fathers office. He honestly feels regret for his actions, but Mr Birling does not and is eager to cover up Erics mistakes. This is somewhat comical considering whats just happened, yet all he cares about is what other people think. The Inspector sums up the chain of events, in turn placing blame on each person present. He concludes that If men will not learn their lesson, then they will be taught it in blood fire and anguish. He exits quickly, leaves the family confused, angry and irritated.  Gerald re-enters shortly after the Inspectors exit, bringing a whole new perspective on the current events. That man wasnt a police officer. As soon as this news is delivered, tension rises again as the family consider they may have been tricked. Gerald begins to explain his theory tension falls. The family begins to question his existence; who he really was, and if he wasnt real, was the death real? They consider that the picture may well have been a fake, although then the hoax would have been very well planned. It is then that Gerald decides to call the Infirmary. This reveals that in fact their theory is correct, and no girl has died that day. Whilst this is great news and tension has greatly dropped, both Sheila and Eric arent ready to forget what has just happened. They both represent the views felt by Priestley, that you have to change because of what has happened, you cant just forget and go on pretending. Someone, somewhere, has been badly treated by each of them. Maybe this is why the phone rings again. Mr Birling answers the phone and is clearly shocked by what he hears at the other end. A girl has just died- on her way to the Infirmary- after swallowing disinfectant. And the police inspector is on his way here- to ask some- questions- This is a rather fitting ending and tension shoots straight up. The audience is left with many things to think about- this is exactly what Priestley had hoped to achieve. This play is all about social responsibility and by ending this way the audience has so many unanswered questions. An Inspector Calls will be on their mind for a long while as they consider countless things such as who the inspector really was. Could he be the personification of morality and justice? Perhaps if everyone had accepted their shortcomings and progressed with lessons learnt the ending would be different.  Throughout An Inspector Calls Priestley has manipulated the audience using tension. He has made them think, caused them to question. People must learn lessons from their mistakes just as Sheila and Eric did before its too late. Priestley is teaching us to be socially responsible.

AMUL Company Introduction

AMUL Company Introduction AMUL The Taste of India, a brand so distinctively Indian has been a part of our lives for nearly five decades now and still is able to touch a chord in our hearts. As a brand AMUL has grown from being merely a differentiating factor to protect the interests of producers and consumers. AMUL inspired Operation Flood and heralded the White Revolution in India. It began with two village cooperatives and 250 liters of milk per day, nothing  but ooze compared to the flood it has become today. AMUL distributes over a million liters of milk per day, it also collects and processes various milk products, during the peak, on behalf of more than a thousand village individually owned by half a million farmer members. AMUL too has become a symbol of the aspirations of millions of farmers. AMUL sprung from the seeds sown in the black soil of CHAROTAR, an area in the KAIRA district of Gujarat, as a cooperative movement to empower the milk producers. At that time POLSON Dairy was the biggest buyer of the milk being produced in KAIRA. Polson was built on the basis of providing superior quality products to up-market consumers. However Polson’s products were not the reason that led to the rise of AMUL, it was its exploitative practices that started the cooperative revolution. For several years the KAIRA cooperative supplied milk and allied products without a formal distribution network leave alone a brand name. The name Amul was most probably suggested by a quality control expert in Anand. It was derived from †Amulya†, which in Sanskrit, Gujarati and many other Indian languages, means priceless, and implies matchless excellence. The name was short, memorable and easily pronounced. It could also serve as an acronym for the organization – the unusabl e KDCMPUL (Kaira District Cooperative Milk Producer’s Union Limited) taken from Kaira Cooperative’s full name, could be substituted by AMUL, standing for Anand Milk Union Limited. Even though AMUL products have been in use in millions of homes since 1946, the brand AMUL was registered only in 1957. SUCCESS As AMUL is recognised as the country’s largest milk producing cooperative it has tied up with global supermarket chain WALMART to sell its range of dairy products and have also tied up with Glaxo over the production of baby food in India. Amul added sweet buttermilk powder, a second brand of baby food and a high protein weaning food. It also sells its products to Nepal. Now India is looking to capture neighbourhood markets like Pakistan, Bangladesh etc. These countries import over 50,000 tonnes of milk each annually Sri Lanka is flooded with an Indonesian brand, which is said to be of an inferior quality and also costs less. These countries import tonnes of milk every year. AMUL’S Indian desserts are very well liked in countries like Singapore and Malaysia. Amul has list of products marketed to various countries few of its products are Amul butter, Amul cooking butter, Amul cheese spread, Amul pizza cheese, Amul shrikhand, Amul fresh cream, Amul fat milk, Amul pure ghe e, Amulya dairy whitener, Sagar Tea and Coffee whitener, Amul butter milk, Amul ice creams like cassata , cool candy and frostik, Amul milk chocolate and Amul Eclairs. Amul has started preparing and selling pizza slices that prominently feature generous portions of Amul cheese. Amul’s pizza slices are being sold through super markets and large departmental stores that have snack counters AMUL is considered as India’s best known local Brand across all categories. Indians prefer Dairy Ice cream rather than frozen desserts and Amul has a wide range in the dairy ice cream segment, 35% market share in the national Ice Cream market. Amul is biggest sourcing base for milk products in India, people are more comfortable buying products in the Value for Money segment and Amul is well present in this division. Amul has built up a terrifying image as a brand in which generations of customers have placed their trust, coming to pricing strategy Amul is the price warrior and currently has a very wide range of products to offer for all price points. Amul is recognized for well established distribution and delivery network for dairy products. AMUL’S success led to the creation of similar structures of milk producers in other districts of Gujarat. They drew on AMUL’S experience in project planning and finishing. This patter was not only followed in KAIRA district but also in Baroda and Surat district. In these districts, they experienced and found easy and effortless ways to adapt Amuls game plan to their respective areas. This led to the Creation of the National Dairy Development Board with the clear mandate of replicating the Anand pattern in other parts of the country. Initially the pattern was followed for the dairy sector but at a later stage oilseeds, fruit and vegetables, salt, and tree sectors also benefited from its success. Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias largest food products marketing organization. Amul is state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and serves the interest of consumers by providing quality products. It has been awarded a Trading House status has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 8 years. Amul is in a position to manage these assets to effectively command the market leaders position in the emerging fresh dairy products market because of its milk processing capacity. Amul has always been a model to which other cooperatives have looked up as an example and inspiration as well as one from which many have benefited. Success in Distribution: The major development on the distribution front was the development and alignment of four distribution highways-those of Fresh Products, Chilled Products, Frozen Products and Ambient Products. This is a significant achievement because it allows them to develop synergies among all product lines and to leverage these highways to introduce and distribute new products as per market demand. No other organization in India has been able to develop this kind of channel synergy so far FAILURE Advertising is an important role for the product to be sold in the market, as Amul advertising has low profile so by this other competitors were benefited. The competitor products have been very well received by consumers due to their advertising pitch Example: Kwality, Vijaya, Nestle. Retailers list a credible Replacement policy as a factor very high on their wish list. They would be willing to make further investments only for that brand which offers replacement facilities. Amul has no replacement policy. Quality control was the major problem that confronted the cooperatives. Farmers were paid every 10 days due to this though he delivered milk the farmer was not sure about the quality of milk. The milk which has to be tested was stored in plastic bottles and was tested after milk collection process was completely done this leaded to contamination and handling of corrosive chemicals and also by using various types of glassware added to the cost and time taken to test the quality of milk. CONCLUSION AMUL has risen from Indian soil and it remains Indian in every sense. With roots well established in the domestic market Amul is all set to fight in the global arena. With the commitment it has shown in the past it will not be too long when Amul emerges a winner on all fronts.There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quantity being provided vis a vis the price being charged. Delhi market is not restricted to monopoly outlets. There are a significant number of retailers who are currently stocking more than two brands. So Amul can overcome it as earlier it had to overcome this problem in the Mumbai market. Kwality Walls is right now in an investment mode and is concentrating on expanding the market as also its reach. Amul should direct its resources towards cashing in on Walls market development. Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations. BIBLIOGRAPHY http://www.amul.com/ http://www.indiadairy.com/ http://unpan1.un.org/intradoc/groups/public/documents/APCITY/UNPAN019011.pdf http://www.ilri.org/InfoServ/Webpub/Fulldocs/South_South/theme4_2.htm

How Can You Reduce Fresh Water Scarcity?

How Can You Reduce Fresh Water Scarcity? Abstract (100) The purpose of the report is finding the water scarcity in Singapore and the useful solutions. According variable data from the research, the readers can find the direct reasons of the problem and each specific solution for each reason. Furthermore, the exact outcome of every case is demonstrated vivid by data. Then, the government will measure the possibilities of different solutions. Finally, I reckon the official research group should research more reasons for water scarcity and establish the Water Association. After everything, the Singapores Water Association can help more countries which are facing the water scarcity. Introduction (150) This report has lots of variety plans and the solutions of the water scarcity in Singapore. The most direct cause of the water scarcity is the capacity of water source in Singapore. Most areas in Singapore are facing the thorny problems, especially the areas that are surrounded by the oceans. Furthermore, the pollution of water in Singapore is seriously fatal problem; the low efficiency of water use is one significant factor of the water scarcity. On the other hand, the population of Singapore is increasing rapidly while the demand for water is increasing at the same time. Moreover, the areas of the entire country are really limited and small. On the contrary, the areas of Singapore are only one in 22 in Beijing. This is why the catchment of natural water is certainly small. In order to solve this problem, the Singapore government should make more storage of water in every local city. Methodology (100) Before you take actions to make the water scarcity disappear completely, you have to make the exact plans and collect branches of data about the pressing problem. In order to know more details of the water scarcity can the severity of this. I researched the history of the water demand and supply in Singapore. Furthermore, I collected different statistics of the water demand and supply. Then, I compared these two situations together and figure out the difference of these. Finding (250) The fresh water issue is one of the most influential problems in Singapore. Singapore has been dependent on Malaysia for nearly forty percent of its water supply. It is why the water source is the dispute between these two countries. On the other hand, although Singapore is not short of the fresh water and it receives approximately 2400 mm of the rainfall annually, the only problem faced by the country is the ability of the storing of the rainfall. And the limited amounts of land areas are the other issues the country faced. In order to solve the problem, Singapore has managed to reduce domestic water consumption from 172 liters per capita per day in 1995 to 157 liters in 2007. Moreover, there are loads of variable activities arranged to teach Singaporeans to notice the importance of water. The Water System asked different schools and leaflets on conservation are distributed to households. Furthermore, the modern societies have established the catchment areas and build dams and get m uch fresh water from the sea and ocean. The last point is that the government suggests Singapore should consider the social and economic impacts of sourcing of water by desalination and recycling. According the graph, we can see the No. of desalination plants is growing up while the capita of domestic water consumption is decreasing slightly. The data can demonstrate the concept of saving water is so essential for the local people. On the other hand, the volume of used water treated is declining obviously. http://www1.american.edu/ted/ice/singapore.htm Discussion (250) From this range of data, we can easily notice Singapore have created lots of different strategies to overcome the water scarcity. First of all, one technique is that has been successfully growing Singapores water supply is rainwater harvesting. Actually, Singapore can get a amount of water but they do not have any useful ways to harvest them. Therefore, using innovative and advanced technology to overcome a lack of space and improve the ability of collecting rainwater. On the other hand, the capacity of NEWater is becoming the dominant source of water supply in Singapore. It occupies approximately 30 percent of Singapores water needs. Depending on this tendency, the government of Singapore planned to triple the current percentage of future water demand by 2060. Moreover, the Desalinated Water is one of the most significant sources of water scarcity in Singapore. Singapore has one of Asias largest RO plants, which produces 30 million gallons of water each day. The second desalination plant was built in Singapore in 2013, about 100 million gallons of water per day and it ranks about 25 percent of Singapores current water demand. My hypothesis is Singapore should make more storage in every local city. The Singapores government is thinking about the exact ideas that I thought. If the country does not have enough money, they cannot spend their money on making more desalinated water. This is why Singapore has already solved the problem by itself and not cooperates with Malaysia because of the income of the entire country. Conclusion (150)   Ã‚   From the Finding part and Discussion part, we can easily find branches of the strategies to overcome the water scarcity in Singapore. However, their possibilities of success are definitely different. If the stint of the plan is sufficient, the Singapores government can take the action quickly. In addition, if the volume of the rainwater is not desirable and reasonable, the harvesting of the water is cannot be successfully. I reckon the government can make more conduction with other countries and make the Water Association to help Singapore. And it keeps measuring the demand of water in Singapore. I suggest that people can research more ways to create the capacity of the water. After that, the research team can figure out more reasonable reasons why the water scarcity is so serious in Singapore. The last point is that other countries that are suffering about water scarcity. Reference List https://www.ukessays.com/essays/environmental-sciences/the-issues-of-fresh-water-in-singapore-environmental-sciences-essay.php http://www1.american.edu/ted/ice/singapore.htm http://www.wateronline.com/doc/looking-to-singapore-for-water-scarcity-solutions-0001

Aspects of Life in Hamlet, Prince of Denmark and Trifles Essay

Aspects of Life in Hamlet, Prince of Denmark and Trifles In William Shakespeare’s play, Hamlet, Prince of Denmark, the protagonist, Hamlet, has arrived â€Å"from his university studies to find Claudius, his uncle, ruling Denmark and married to his mother, Gertrude. Her remarriage within two months of his father’s death has left Hamlet disillusioned, confused, and suspicious about Claudius† (DiYanni 1394). These types of crimes do not only happen in a person’s imagination, or in a made-up play, but also in our society today. Our society is just as immoral as Claudius and Gertrude. On the other hand, in Susan Gaspell’s contemporary play, Trifles, women are strong in character, protective of one another, and in charge of the situation, unlike Gertrude. Therefore, both Shakespeare and Gaspell have similar aspects of portrayal of the role of women, murder, and loyalty; and different aspects such as incest, suicide, and revenge. First, in the play, Hamlet, the males are depicted as dominant, strong, and rational; and the females are portrayed by opposing traits such as passive, accepting, hesitant, frail, and emotional. For instance, Hamlet referring to his mother as â€Å"Frailty, thy name is woman!† (I.ii.146) means that women are images of weakness, that women are weak-minded, easily led, and have no strength of character. To Hamlet, his mother's action of remarrying so quickly after her husband’s death to her brother-in-law, is a proof of her frailty. In today’s society, people also marry within the family thinking that there is nothing wrong with this scenario. However, this aspect discussed in the play cause great controversy because many people think that as long as there is love it does not matter who a person marries... ...h ed. New York: McGraw-Hill, 2002. 1394. Driver, Tom. The sense of history in Greek and Shakespearean drama.2nd ed. New York: Columbia University Press. 1961. Glaspell, Susan. Trifles. Literature: Reading Fiction, Poetry, and Drama. 5th ed. Ed. Robert DiYanni. New York: McGraw-Hill. 2002. 1616-26. O'Dell, Nick. â€Å"Same-sex marriages open door to consensual incest, polygamy.† 8 Oct. 2003. . Shakespeare, William. Hamlet, Prince of Denmark. Literature: Reading Fiction, Poetry, and Drama. 5th ed. Ed. Robert DiYanni. New York: McGraw-Hill. 2002. 1394-1496. Suicide Prevention Website. Texans for Gun Safety. 2003. 06 Apr. 2004. . The Holy Bible: Containing the Old and New Testaments. King James. Barbour Books. Uhrichsville: Ohio, 2002.

Coastal Erosion :: science

Coastal Erosion With Reference to examples discuss the view that coastal erosion is caused by human intervention as a posed to natural processes. For many decades the approach to rapid coastal erosion was to build up sea defenses, to try and slow down or even stop the erosion. Initially the attempts were thought a success, however after some years it was realized that the power of the sea and waves could overcome human attempts. Only could protection be a success if huge costs were going to be involved. Many methods around the British Isles have taken place in he last 50 years with many failures occurring. It is very rare to find a coastline that shows a decrease in the rate of erosion over many years after defenses are in place. In fact in places the defenses seem to have speeded up the erosion process. Coastal erosion is a natural process of erosion, transportation and deposition, interfering with this balance could be to blame for the rise in erosion on the coasts of some areas. Groynes have been built out to sea in many areas of the British coastline. Their aim is to trap material and thus slow down the rate of long shore drift. However, these groynes in some areas are been blamed for the rise in erosion rates further down the coast. On the Holderness coastline in Humberside, erosion is taking place at a rate of about 2 meters per year. Along this coast there is a strong action of long shore drift taking place, which over centuries has produced a spit to form on the southern tip of Holderness, called Spurn Head spit. The spit is over 4km long and 100 meters wide. The majority of this coastline is glacial till, a soft fragile material, which is easily eroded. This however is not thought of as the only reason for the rapid rates of erosion. Human interference is thought to be another cause, as a result of the sea defenses put in place. A rock groyne was built at Mappleton, to create a wider beach. This in turn would help protect the coastline, by absorbing the wave energy. Then at Withernsea a concrete sea wall with a splash back and boulder rip-rap in front of it was created. These defenses were to cause great problems. The groyne meant that material moving down the coast by long shore drift would get stuck behind the groyne.

Evolution of Management Thought

Corporate situation analysis 1. Overview of sales management(Group-1) Q. Assume that you are a regional sales manager of Bajaj Auto limited. And you are asked by your General a manager(Sales and Marketing) to submit your sales force strategy and tactics to achieve an increase in sales volume by 20% for the next financial year( make assumption if required) 2. ? Sales territories and sales Quota(Group-2) Q.Assume you are appointed as head of marketing of Saragam Aluminium Company, which is a new company, manufacturing and marketing aluminium extruded products, such as door, window and partition aluminium frames, heat sinks and control panels. Customers include household and business organisation. The factory is located in Hosur district of Tamil Nadu, and 38 kilometres from Bangalore. You are discussed with your CEO to initially focus sales and distribution efforts in southern regions, consisting of Karnataka, TN, AP, and Kerala. You are required to design sales territories to cover th e four southern states.Describe how do you go about your task? 3. Distribution in sales management(Group-3) Q. M/SMalhotra is a company making razorblades. They want to enter the market in Hyderabad and AP. Mr. Ramesh Kumar, their marketing manager, is one of the opinions that razor blades need selective distribution by a direct company distribution network. Discuss the merits of the suggestion and give right direction to Ramesh 4. Sales organising and staffing function Q. What kind of organisational specialisation within sales department do you recommended for each of the following companies? Group-4) a) The textile machinery manufacturing company diversifying into a consumer durable product such as auniquely designed table fan that can be used by household consumers and commercial firms initially in western India b) A SBU or business Unitof large company selling airconditioning and refrigeration products to households, cold storage and factories, commercial establishments like hot el, theatres, hospitals, and government organisation all over the nation, with wide range of products, such as room-air-conditioners, packaged-air-conditioner, Central air –conditioning plants, water –cooler, efrigerators, and cold storage plants (Group-5) Q. Some nationalised banks recruit only experienced persons or promote people from, within the organisation. Some other like ICICI banks and IDBI recruit extensively from management institute. Explain the difference in sources used by these financial organisations selling essentially the same kind of find of financial services and products 5. Sales force motivation and training(Group-6) Q. If you were an area sales manager, how would you motivate the following sales person? ) A high performing sales person, whose morale is down because he did not get an expected promotion as a marketing executive, although he has been consistently exceeding his sales target (or quotas) for the past four years. The main responsibiliti es of marketing executives are selling to a few key accounts, and coaching some sales trainees on the job b) An older sales person whose performance has been below expectation for past few years, although he had performed well in the past. He seems to have lost enthusiasm; although he has developed excellent relationship with a few key accounts from whom the company get good sales volume.

Food Inequality

Food Inequality between Developed and Developing Countries Introduction These days, any domestic problems tend to be connected with or caused by reasons coming from outside abroad. Among those globalized issues, one of the serious issues is the theme of food security. According to FAO (Food and Agriculture Organization), the outlook for the global cereal supply in the 2011/12 marketing season has improved the following positive production. However, the impact on global food security remains uncertain given the current international economic slowdown and changeable weather. For example of food security, in Eastern Africa, the drought-induced humanitarian crisis continues to take lives and reduce livestock. Additionally, in East Asia, severe localized monsoon floods in several countries – Bangladesh, Democratic People’s Republic of Korea, India, Lao People’s Democratic Republic, Pakistan, Thailand and the Philippines may reduce the final outcome because of the natural disaster while a record 2011 cereal harvest was anticipated. What do all these facts mean? Should people put up with the hunger if weather hits them and the economy is tough? There seem to be some other reasons which facilitate food security and if we could struggle with them, the damage caused by the reasons of natural disasters and the tough economy will be mitigated. What could these reasons be? This essay explores the extent to which Population Growth, Food Distribution, Genetic Resources Factors contribute to the problem of food security. Population Growth Today, it is generally agreed that food insecurity issue can be attributed to the fact that we are running out of food due to the intense population growth. In this part, we shall examine the idea carefully. The world’s population has been increasing, according to the report of World Bank in 2011, the population of the world has been doubled over the past 50 years. In this period, world population increase 3 billion to 6. 8 billion. Beyond the year 2050, it is projected that the population is to approach 9 billion, and the growth would likely occur in developing regions such as Africa, Asia, and Latin America. Inversely, the industrial countries or developed countries are going through a trend of decreasing population. The increase in population of developing countries is one of the main factors of the global population increase. Another factor is that the average life span has been extended, which means that the death rate is dramatically decreasing all over the world. The explosive increase of population brings about a problem of inequality, especially food. An excess of population is linked to food production and thus, food security. In a TED talk in 2007, Hans Rosling gave a lecture about inequality between developing and developed countries and attributed the food inequality to the fact that the world population has been increasing. In 1960, the gap was relatively small but now the existing gap between both of them has intensified. He had mentioned an example of shoes and cars, and at the very last he discussed food insecurity. Therefore, according to his speech, we can claim that the population growth causes the food inequality issue between developing countries and industrialized countries. However, on the other hand, according to two books which we mostly relied on, Ending Hunger by the Hunger Project and Food Policy by The Johns Hopkins University Press, we found there were some people who had made an objection against the idea. FAO and the United Nations World Food Program (WFP) reported in 2008 that new estimate of the number of people who would suffer chronic hunger in which year was 925 million, which, however, doesn’t mean that there is not enough food for the people who need it in the world. According to the report of FAO, the amount of world crop production was recorded two billions tons in 2008, which had been the best record. If the all crops were distributed equally to all people around the world, each of people was supposed to eat 320kg in a year, which is twice as much as crops that are eaten by Japanese per a year on average. Given that there are more food like vegetable, fish, and meat, in addition to crops, all people in the world are supposed to be able to get enough food. Then, why can’t all people get enough food? We examine the causes of food inequality from the different perspective in the next section. However, what we emphasize here is that we think the population growth could also be one of the causes in the near future if the world population kept increasing. As shown in Food Policy by The Johns Hopkins University Press, the world population will soon be over 9 billion people, which means that the earth’s productivity will not be able to catch up with the increase in population. Therefore, people in the world will soon face the fact that we run out of food. Then, we examine the food production in third section. Inadequate Food Distribution As we discussed in the last section, two books, Ending Hunger by the Hunger Project and Food Policy by The Johns Hopkins University Press, showed us that food inequality issue between developed countries and developing countries arises not from population growth but from in a defect in an appropriate food distribution system. According to Food Policy, All people in the world could be supposed to be able to get enough food, when the all crops were distributed equally to all people around the world. However, when it comes to the supply of food, only people in developed countries, which are estimated 20% in the world, can always get more calories than they need. Moreover, crops are consumed not only by people but also by livestock such as cattle, chicken, which usually come to the markets for industrialized countries. As a result, people in developed countries like us usually consume more than half of all crops in the world. It turns out that something may be wrong in the process of the food distribution. First, we attribute it to high food prices. As we learned in Prof. Montgomery’s lectures, the energy and water insecurity made the food prices high because food, water, and energy are tightly connected to each other, so farmers need tons of energy and water to produce food. Moreover, Food Policy also described that due to the energy insecurity, more and more people in developed countries used crops in a different way; today biofuels that are made by crops are one of the popular renewable energies in the world. However, to grow the crops, people also need to use more energy and water, which leads people into a downward spiral, and usually the victims are people in poor countries. On top of that, according to Ending Hunger, the high food price can be attributable to speculations. The author said, â€Å"Crops have been getting the attention as an object of speculation. † Originally, more crops tend to go into the domestic market, and there are a few products being distributed in the international market. Under the circumstance, investors who were struggling under the financial crisis in 2008 had an eye on crops for speculation, which raised the food prices intensely. Thus, today under the capitalism, people rather reckon food as a â€Å"product†, so food has been distributed in a way that certain rich people can benefit. At the very last in Food Policy, we got a clue for solving food inequality; an alternative food distribution system that can exist even under the capitalism. The authors have an eye on an idea of â€Å"food redistribution†. Food bank, a non-governmental organization that provides food to poor people for free, has been popular in many developed countries to help poor people within the nations. The authors expect that it will be exercised not by government, but by some entrepreneurs since there is a big challenge for governments in terms of fund and security, and that it will become a new business model in the future. In my opinion, however, it seems difficult that the model can be applied, crossing the boarders. In addition to the point of food distribution, we would like to mention the food production. Ending Hunger, the book we had read, said that although every country needs to try to keep their food self-sufficiently stable, it’s a big challenge for developing countries. There are quite a few countries that rely on the imports from other countries to get crops for their principal diet. It’s related to their history which they were forced to produce some products like cacao to export to industrialized countries in their colonial ages. They are vulnerable because of this monoculture structure which has been still existed when the food prices fluctuate. In the next section, we examine how to solve the monoculture structure issue. Losing Biodiversity In this section, we discuss biodiversity, the problem between biodiversity and food security and the solution. First of all, Biodiversity is a term that is short for biological diversity. Currently, the great variety and richness of plant, some microbe are said to be approximately 1. 7 million species in 2008. The human race literally relies on those plants and animals for clothing, shelter, medicines, and many other things, according to Red list of Threatened Species. However, 784 species have been officially recorded as extinct and more than 16,000 species contains approximately 12 percent of bird species, 23 percent of mammals, and 32 percent of amphibians as well as a large number of plant species. Even so, how does the problem connect with food security? Does the extinction of some species of plants lead to such a big problem? The answer seems to be affirmative; the conflicts between agriculture and biodiversity would be possible. Presently, just three crops- rice, wheat, and maize- amount to about 60 per cent of the world’s food crops and 56 per cent of the protein people derive from plants. This means the stability of agriculture is easy to be affected by climates, pests, diseases because there are no other different plants which would be durable to those stresses. As a result, a drought becomes more likely. In Bangladesh, for example, increasing HYV [high –yield varieties] rice monoculture has decreased diversity, including nearly 7,000 traditional rice variation and many fish species. Ironically, the production of HYV rice per cent acre in 1986 dropped by 10 percent from 1972, in spite of a 300 per cent increase in agrochemical use per acre. (Thrupp 2000,p269) In India, by 1968, although, the so-called â€Å"miracle† HYV seed had replaced half of the native varieties, the expected production in many areas were not realized because those seeds need irrigated land with high inputs of fertilizer, which poor farmers cannot afford. Thrupp p269) North America like US is not also exemption. Of more than 7,000 apple varieties grown in the United States between 1804 and 1904, 86 per cent are no longer cultivated, and 88 per cent of 2,683 pear varieties are no longer available. (Thrupp p270). The main causes for the loss of agrodiversity are reliance on uniform plants and the heavy use of agrochemicals (often make lands barren), and institutions and companies from developed countries who gained patents of seeds and other genetic resources. In order to change this situation, a shift to sustainable agriculture requires changes in production methods, models and policies, as well as the full participation of local people. Example includes use of organic fertilizer, reduction of agrochemicals that destroy diverse rich soil, multiple cropping, eliminating subsidies and credit policies for uniform high-yield varieties. In addition, those developing countries which have plenty genetic resources don’t keep silent to their serious problem. In the Convention on Biological Diversity (CBD) in 2010, those countries tried to negotiate with developed countries in order to create a protocol about making the access and payment of genetic resources a matter of international law for â€Å" fair and equitable sharing of benefits† (The Economist 2010) Conclusion As we discussed in this papers so far, we mostly attributed the food inequality problem to population growth, inadequate food distribution system, and losing biodiversity. However, the more we studied, the more we found that the food inequality problem was very complicated because there ere a lot of factors which were connected to each other and which lead to the problem. The solutions we figured out are that an alternative food distribution system, and a shift to sustainable agriculture requires changes in production methods, models and policies, as well as the full participation of local people. The right for accessing to food; it is supposed to be exercised by al l people in nature. We strongly hope that more and more poor people will get the access to food in the future, and in order to make it happen, we need to get back to an idea of cooperation at the end. References 1) J Price Gittinger; Joanne Leslie; Caroline Hoisington; Economic Development Institute in Washington, D. C. (1987). Food policy: integrating supply, distribution, and consumption. Baltimore : Published for the World Bank [by] Johns Hopkins University Press 2) W Ladd Hollist; F LaMond Tullis(1987) Pursuing food security : strategies and obstacles in Africa, Asia, Latin America, and the Middle East. Boulder : L. Rienner Publishers 3) Debra A Millar(2008) Biodiversity Detroit : Greenhaven Press. Thruoo L Ann (2000) Linking agricultural biodiversity and food security: the value role of agrobiodiveristy for sustainable agriculture International affairs Vol. 76 Issue 2, p265, 17p, 4 Charts 4) Global Information and Early Warning System, 2011 Food Outlook November 2011. Available at: http://www. fao. org/giews/english/fo/index. htm 5) The Economist Online (2010) Pay up or die: Protecting and profiting from the environment (21th Oct) The Economist Available at: http://www. economist. com/blogs/newsbook/2010/10/protecting_and_profiting_environment

Porsche Cayenne

JOHN DEIGHTON JILL AVERY JEFFREY FEAR op yo Porsche: The Cayenne Launch In March 2003 the Porsche brand faced a challenge without precedent in 55 years. Since the e launch of the Porsche 356 in 1948, the brand had stood for expensive, high-performance sports cars. Its designs, varying little over the decades, formed and then came to reflect the notion of a classic n sports car. It was a connoisseur’s racing vehicle, engineered for speed and maneuverability. But it was also a rebel’s car; the car James Dean died in and that Tom Cruise ditched in the motion picture Risky Business.Always and everywhere, Porsches were sports cars. tC 2003 marked the end of this single-minded focus. In March of that year, it launched a sports utility vehicle (SUV), the Porsche Cayenne. The extension of the brand to a new product category posed many challenges. Looking ahead, the company had to think about how to position the Cayenne while protecting the Porsche parent brand. How much and in what ways would the Cayenne change Porsche’s image and brand identity? The company also had to decide what to do about the on oing consumer-to-consumer ng conversations in online Porsche brand communities.Some argued that online brand communities were an important source of consumer research. Others argued that the consumers who participated in the online conversations held views more extreme than the average consumer. Were they of any value in deciphering the market’s renegotiation of Porsche’s brand meaning? n No The Legacya Do Ferdinand Porsche was born on September 3, 1875 in Bohemia, part of the former AustroHungarian Empire. After a brief stint as Daimler-Benz’s technical director, he left the company, which did not want to build small, fast cars for the public.Unemployed at 55, Porsche started his own design firm. The staff grew to include some of the luminaries of German automotive engineering, Porsche’s son, Ferdinand Anton Ernst â€Å"Fe rry† Porsche, his son-in-law, Anton Piech, whose son became chairman of Volkswagen, and a handful of key en ineers. Ferr became head of ng ry research and development. a This section draws from Jeffrey R. Fear and Carin-Isabel Knoop, â€Å"Dr. Ing. h. c. F. Porsche AG† (A) and (B), HBS Nos. 706-018 and 706-019 (Harvard Business School Publishing, 2006). _______________________________________________________________________________________________________________ HBS Professor John Deighton, Jill Avery (Simmons School of Management), and Jeffrey Fear (University of Redlands) prepared this case. This h case was developed from published sources. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright  © 2011 President and Fellows of Harvard College.To order copies or request permission to reproduce materials, call 1-800-5 45-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to www. hbsp. harvard. edu/educators. This publication may not be digitized, photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School. This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch rP os t 511-068In 1934, Adolf Hitler asked Porsche to develop a family car that was both cheap and reliable—thus the â€Å"people’s car† or Volkswagen, was born. Its design was intended to evoke the German infantry helmet and honor National Socialist ideals. During wartime, Porsche focused on tank design, including the formidable â€Å"Tiger. † In June 1948, the company launched the 356, the first automobile to carry the Porsche brand mark. A Volkswagen factory manufactured the 356b, with its tubular spaceframe chassis, aluminum body, and rear-mounted four-cylinder engine, until Porsche opened its own production facility in Stuttgart-Zuffenhausen in 1950. See Exhibit 1 for company milestones. op yo In 1953, Porsche produced its first racing car, the 550. In 1964 came the iconic 911, also a racing car. Designed by Ferry’s eldest son, the rear-engine vehicle became a twentieth-century design landmark. In the 1970s, Porsche and Volkswagen collaborated on launching the 914. In 1972, Porsche became a joint stock company (Porsche AG) with the Porsche and Piech families on the board. Porsche AG was nearly derailed by the U. S. stock market crash in 1987.Sales volume collapsed from a peak of 50,000 cars in 1986 to 14,000 in 1993. 2 At the time Ferry Porsche commented: â€Å"I certainly have not given away my family name to sell off and cash out the company to the highest offer. This philosophy might hold true for Americans, but not for us. †3 tC In 1991, Porsche launched the first of several cars at price points lower than traditionally associated with the Porsche brand. The 911 RS America was a no-frills version of the long-running rear-engine 911 model; priced at $54,000, it ran about $10,000 under traditional Porsche prices.This was followed by the entry-level 968 at about $40,000, close to the $37,000 Nissan 300ZX Turbo or the $33,000 Mazda RX-7. 4 Design and production changes continued in 1992 with the introduction of a revamped, water-cooled 911, the 996. The decision to break with the past and replace the traditional air-cooled engine with a water-cooled engine was seen as a sacrilege to many Porsche purists. No Wendelin Wiedeking became Porsche’s executive director (CEO) in 1992. In the mid-1990s he steered Porsche through one of its most noteworthy turnarounds.He staved off bankruptcy by cutting costs, paring the product line to two models, bringing Japanese manufacturing processes to Porsche’s plant s, and expanding into 70 global markets—30 more than in 1993. 5 Do In 1996, Porsche launched the $40,000 Boxster, a zippy two-seater with an â€Å"entry-level† price. In departures from tradition, the Boxster shared 40% of its parts with the 9966 and was assembled by a third party contract manufacturer, Valmet Automotive, in Finland, rather than at b Porsche 356 Photograph Courtesy of Stephen Hanafin, http://www. flickr. om/photos/shanafin/432562761/, Porsche Racing Photograph Courtesy of James Emery, http://www. flickr. com/photos/emeryjl/4620731098/, Porsche 911 Photograph Courtesy of Collector Car Ads, http://www. flickr. com/photos/[email  protected]/4586382193/, Porsche 996 Photograph Courtesy of lacomj, http://www. flickr. com/photos/[email  protected]/3813925902/, Porsche Boxster Photograph Courtesy of The Car Spy, http://www. flickr. com/photos/thecarspy/2641636681/, Porsche Cayenne Photograph Courtesy of The Car Spy, http://www. flickr. com/photos/thecarsp y/47216338591. This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch Porsche’s legendary Zuffenhausen plant. â€Å"We had no choice,† said Wiedeking, stressing that on-site German assemblers and engineers ensured that the Boxsters assembled in Finland were â€Å"100% Porsche†7 and just as good as those made in Germany. 8 The SUV Betc op yo In 1998, Porsche announced its plans to develop an SUV.By then, the 50year old firm was back on solid financial footing and its stock price was outrunning the national DAX index by 180% (see Exhibits 2 and 3 for stock and financial information). The Porsche Cayenne SUV would be the company’s third model series, joining the 911 and Boxster sports cars, and the first developed and launched entirely under Wiedeking’s watch. He wante d the vehicle to combine traditional Porsche styling and performance with off-road driving capability and a spacious interior, placing more emphasis on â€Å"sport† than â€Å"utility. The new car had to retain the brand’s style and panache while accommodating family, outdoor, and transport activities. Wiedeking felt that SUVs were â€Å"nearer to the sports car business than sedans. We also looked at minivans, but we do not want an eighth ‘me-too’ product. It has to be a real Porsche in terms of chassis, performance, and design†Ã¢â‚¬â€Porsche’s core strengths. 9 The average Porsche customer already owned three cars: an SUV, a sedan, and a Porsche sports car. 10 Wiedeking saw an opportunity: â€Å"We know from our surveys that a lot of our customers are waiting for a Porsche SUV.Then there will be no doubt that customers can proudly park their SUV next to a Mercedes S-Class and other cars like that. †11 tC Porsche wanted to leverage its premium brand to enter a hot, new market to capture incremental growth and to diversify the business to hedge against potential declines in the sports car segment due to economic fluctuations. The company observed other car manufacturers like BMW and MercedesBenz successfully leveraging their brands across a wide range of product categories and wanted to do the same.SUV optimists argued that Porsche had creatively found a way to diversify its aging model range in an oversaturated market. They estimated a breakeven number of 10,000 units priced between DM 100,000 and DM 120,000. By building 20,000 SUVs a year, Porsche could boost its total sales by 50%. 12 The SUV Market Do No In the late 1980s, the Ford Explorer legitimized the SUV as the quintessential American family vehicle. The SUV’s popularity with U. S. drivers was attributed to the nation’s historic affinity for larger cars and trucks that could serve for both work and personal use.This new breed of vehicle was viewed as innately â€Å"American. † Its rugged and powerful appearance, and the promise to combine the carrying capacity of station wagons with the off-road capability of pick-ups, offered an alternative to old fashioned family suburban and rural utility vehicles. The sporty and aggressive design appealed even to those who would never dream of taking a car into rough terrain, namely preppy, youthful professionals, including working women and stay-at-home mothers (colloquially known as â€Å"soccer moms†) who preferred not to be associated with station wagons and minivans.After Ford’s successful launch of the Explorer, other leading manufacturers both in the U. S. and abroad (Japan, Germany) followed with their own models. By the late 1990s, the SUV market was deemed intensely competitive,13 as many manufacturers strove to offer SUVs with car-like agility, the space of a mini-van, and the utility options of a sport vehicle. Fortunately for owners of such lar ge c This section draws from Jeffrey R. Fear and Carin-Isabel Knoop, â€Å"Dr. Ing. h. c. F. Porsche AG† (A) and (B). 3 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013.Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch rP os t 511-068 cars (SUVs weighed 4,000 to 6,000 pounds; cars 2,000 to 4,000 pounds), gasoline prices in the U. S. remained very low by global standards. In 1998, light trucks, including SUVs, captured 51% of the new U. S. vehicle market, double the share they had 20 years before, propelled by a strong economy, demand for roominess (some even had 10 cupholders) and the perception of enhanced driver visibility and safety. op yoPorsche’s SUV would join an already crowded market, estimated at about two million units in early 1998. Still, the category ranged from pick-ups, light trucks, and small jeeps to high-end entries such as the Range Rover—the only SUV with a base price over DM 100,000. 14 A successful high-end, high-performance Porsche SUV could trigger me-too followers within two to three years, thanks to the compression of development intervals within the automobile industry. Already, Mercedes Benz was considering an M-Class SUV vehicle with a 300-plus horsepower engine. BMW was also rumored to be interested in developing what would later become the X5.Other European, Japanese, and American brands were looking into developing luxury SUVs, including Lexus, Infiniti, Audi, Lincoln and Cadillac. The potential for such new entrants threatened the sustainability of Porsche’s sales forecasts of 20,000 SUVs each year. 15 By 1996, the premium SUV market was proving its success. Sales of the 1996 Mercedes off-roader M-Class demonstrated a demand for luxury SUVs (see Exhibit 4 for SUV market information). Luxury/crossover SUVs targeted the high-end market with top quality interior amenities such as stylish materials (wood and leather) and lowered suspensions.Sales of high-end SUVs—those costing between $43,000 and $49,000—were expected to reach 300,000 in 1998 (up from 75,000 in 1995)16. Exhibit 5 shows SUV sales forecasts by region. Cadillac was expected to launch an SUV in 1999, and Ford was testing a 19-foot â€Å"crew wagon† with a V10 engine. tC Competition in luxury SUVs was intensified by major Asian players. Lexus, Toyota’s luxury auto division, saw its small LX 450 SUV grow to nearly 30% of all U. S. Lexus sales in just a few years. Acura (Honda), Infiniti (Nissan), and Mitsubishi already had luxury offerings in the U. S. arket. Nissan’s Xterra SUV was planned for 2000. 17 Launching a luxury SUV was an expensive bet for Porsche. R&D alone amounted to â‚ ¬300 million, and capital expenditures for new plant and equipment tripled between 2000 and 2002. 18 No Wiedeking was confident in his SUV strategy: â€Å"Our new sport utility ve hicle will not only correspond in full with Porsche’s high technical and visual standards, but will also pave the way for future growth potential in the sales, turnover, and earnings areas† he promised. 19 An SUV would give Porsche â€Å"a new dimension in both profit and revenues. 20 Fred Schwab, President of Porsche Cars North America explained, â€Å"What is going to distinguish us from them [Porsche’s competitors] is that they are making practical vehicles that are good off-road, but are essentially there to get your groceries and take a ride on Sundays. Porsche is in the business of making fun cars. The Cayenne will go faster, handle better and you will be more comfortable in it. It won’t swing and sway†¦ It will go from zero-to-sixty in 5. 4 seconds. This SUV will be fun to drive. It will be an SUV sports-car lovers will love. †21 Do By 2002, SUVs were under attack in the U.S. by cultural critics. Starting in 1997, Keith Bradsher, a prom inent reporter for the New York Times, spent four years writing scathing critiques of SUVs that culminated in a book launched in 2002 entitled â€Å"High and Mighty: The Dangerous Rise of the SUV. † In his articles and book, Bradsher debunked the widely held notion that SUVs were safer than cars and held up SUVs as a prime example of how American consumerism was contributing to global warming. Some began to question the long-term attractiveness of the SUV segment, predicting a move towards smaller, more fuel-efficient cars. 2 4 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch Bradsher also painted an unflattering portrait of SUV buyers, â€Å"Who has been buying SUVs since automakers turned them into family vehicles? They tend to be people who are insecure and vain. They are frequently nervous about their marriages and uncomfortable about parenthood. They often lack confidence in their driving skills.Above all, they are apt to be self-centered and self-absorbed, with little interest in their neighbors or communities. †23 Bradsher criticized SUV owners for buying SUVs with functionality that they didn’t need, citing auto-industry surveys that showed that less than one in 100 SUV owners took their SUVs off-road. Bradsher connected the SUV to â€Å"soccer moms† who were rejecting minivans and opting into SUVs as their vehicle of choice. Exhibit 6 shows consumers’ perceptions of SUV drivers and Porsche drivers. Listening to Consumers in Online Communities The Rennlist Community op o Web communities provided an opportunity to observe how Porsche owners reacted to the announcements and actions of the company in the months leading up to and following the Cayenne launch. The launch lit up the numerous and diverse online brand communities devoted to Porsche, as enthusiasts around the world came together to talk about this cataclysmic event in the life of their brand in chat rooms, web discussion forums, and blogs. One such community was Rennlist. tC Rennlist, www. Rennlist. com, was an international online community of Porsche enthusiasts founded in 1998.At the time of the Cayenne launch it had 36,000 active posters of comments and a lurker population of 200,000, a silent audience who read but did not participate in the discussions. Rennlist provided a virtual communal gathering place for Porsche enthusiasts, as highlighted in the site’s mission statement: â€Å"[Our members] look to Rennlist as their community, their international club—and their ‘daily dose’ of what we are all bonded by—an uncommon sense of loyalty to the Porsche marque as well as to other Rennlist members throughout the world. Rennlist was independently owned and run by Porsche enthusiasts and was not affiliated with Por sche, although some local Porsche dealerships enjoyed commercial sponsorship through advertising banners on the site. No One of the most used features of Rennlist was its web forums, online discussion boards where members engaged in ongoing dialogues with each other by first initiating topics of conversation with a seed post, and then listening and responding to others’ comments in asynchronous conversations. All posts were public and were archived on the website for posterity.In the words of a Rennlist member, the web forums simulated a virtual fraternity: â€Å"I haven’t had as much fun talking about cars in many years, than I’ve had on these forums. Many times it’s like sitting around a big roundtable with everyone having beers and telling war stories & giving each other help. It’s fraternity; and I appreciate it. † While anyone who joined could post to Rennlist’s discussion forums, the majority of posters claimed to own at least o ne Porsche vehicle. Most posters used a virtual signature which contained a list of their Porsche cars.The Porsche Brand as an Identity Marker Do Rennlist posts painted a picture of Porsche as an ego-expressive brand. While postings seldom addressed the issue directly, a sense of Porsche as a masculine identity marker was palpable in the kinds of topics discussed: the focus on performance metrics, engineering standards, and admiration for Porsche’s manufacturing and racing prowess. Occasionally, however, posts like this appeared: There’s super hot women everywhere, ignoring us†¦tons of hotties, no love (and in some cases a bit of attitude and contempt) from any of them†¦ ntil we walk outside and head to my 996. When it is apparent as to which car we are going to, I hear, ‘Mr. bald guy’ (I have 5 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch rP os t 511-068 no hair) ‘Where are you going? Come back’ from a group of about 10 absolutely drop dead beautiful, tightly clothed, amazingly sexy women on the patio. (Rennlist post)Porsche as a socio-economic status marker was seldom expressed directly, and often expressly denied: I’d like people to see me in my Porsches and think ‘there goes a person who really appreciates his sports cars,’ not ‘there goes another yuppie with more money than brains. ’ (Rennlist post) Initial Response of Porsche Enthusiasts to the Prospect of the Cayenne Launch op yo Hostility to the launch of the SUV was intense. A scan of Rennlist showed conversations about the Cayenne reaching a fever pitch as the launch approached.Exhibit 7 shows the number and valence of posts over time. In the New York Times, the founder of Porsche Pete’s Boxster Board (another Porsche online brand comm unity), claimed â€Å"No other Porsche – past, present, or future – comes close to generating the kind of [on-line conversation] response that the Cayenne has. †24 Some posts suggested that a source of pride was about to become a source of shame. It makes me embarrassed of owning a Porsche†¦kinda like that relative you don’t want to admit sharing the same bloodline.Ugh! (Rennlist post) I am actually ashamed of Porsche stopping to be a pure sports car company†¦A SUV (SlowUgly-Vehicle)!! The ANTI-SPORT CAR, a heavy, slow, clumsy, and roll-over happy SUV will share the same emblem on its hood than our sportscars. Sad times for Porsche. (Rennlist post) tC Some Porsche owners posted that they were leaving the brand for rivals Ferrari, Aston Martin, or Maserati, after claiming that Porsche had â€Å"sold out. † Others collectively mourned the loss of the brand they knew and loved.As key design, engineering, manufacturing, and marketing decision s were released by Porsche, consumers used Rennlist as a place to vent displeasure. There just aint nothing Porsche in a SUV. (Rennlist post) No I have been exposed to Porsches since the age of 10. I have seen all the models come and go, but the Cayenne is the first non-sports car to come up and I really don’t like this direction at all. Porsche has always been synonymous with ‘sports car’ and now somebody can say ‘I have a Porsche†¦Ã¢â‚¬â„¢ and mean a Cayenne! I could not imagine a Ferrari SUV for example! (Rennlist post)Do Just as they had done with earlier models, enthusiasts criticized design and engineering attributes of the SUV. The Cayenne’s front-mounted, water-cooled engine offended â€Å"real Porsche† purists. Early photographs of the Cayenne were met with ridicule in the online community, and sparked many conversations about how ugly the Cayenne was and how it resembled the Hyundai Santa Fe. Some argued that the Cayenne’ s design was feminine and lacked the manly stance of competitors like the Hummer and the Jeep. Porsche enthusiasts were also dismayed that the Cayenne included unnecessary† amenities such as cupholders and a tiptronic automatic transmission, which suggested that the Cayenne was designed for drivers who valued luxury over driving performance. These features confirmed that the Cayenne was not designed as a driver’s car, but rather, that it was designed to appeal to what Porsche owners called â€Å"suburban, yuppie, soccer moms. † In online conversations, Porsche owners repeatedly called the Cayenne a car for â€Å"poseurs,† people who did not understand the history, 6 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013.Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch heritage, and performance of a Porsche, but who bought the brand merely for its status or imageappeal. 20 years ago, when you said you had a Porsche, people looked at you with envy. 10 years ago, when you said you had a Porsche, people looked at you with envy. Today, when you say you have a Porsche, people will reply: oh, those trucks? I got one of those too. (Rennlist post) I just felt really sad.Now ‘soccer moms’ can drive their kids around in a Porsche. Pretty sad. Look at the level that Porsche has been brought down to. BIG MISTAKE (Rennlist post) op yo And the people who will use it!!! Suzy-Housewife, as well as Dorky Dick who’s been beaten up through high school finally bought his first – ahem, PORSCHE got the A-OK from the wife – ‘so long it’s practical dear’!!!!!!!! (Rennlist post) The Cayenne will be bought as a car for the poser wife to take the kids to school, the only time it will go off road will be when it goes up on the curb.Come on how many real rear engined Porsche e nthusiasts will buy one. (Rennlist post) Product Development and Manufacturing Criticism No tC Porsche’s product development and manufacturing decisions figured prominently in the â€Å"real Porsche† debate and became fodder for arguments against the Cayenne. By spring 1998, Porsche was negotiating with Volkswagen to jointly develop and manufacture SUVs. Under the proposed arrangement, Porsche would undertake the research and development of the SUV and Volkswagen would invest about $657 million in the project. 5 The new SUVs would share close to 65% of their parts and modules—the same chassis and some technologies—but showcase different exterior styling, engines, and chassis tuning. Porsche would develop the two models as well as the common platform. VW would be responsible for major aspects of production, with final Cayenne assembly to be conducted by Porsche. 26 Partnering with VW was â€Å"an ingenious coup,† an observer noted: â€Å"Half of Po rsche’s profits come from the Cayenne. That model was developed in collaboration with VW and was built in VW plants. The car is 90 percent VW and 10 percent Porsche. 27 Skeptics worried about paying Porsche prices for a VW, but were assured that the R&D of the new model was purely Porsche’s domain, while its partner would oversee only the production of some major components, excluding the engine. 28 But as one financial analyst opined, the Cayenne would â€Å"push Porsche’s brand credibility to the absolute limit. †29 Porsche’s partnership with Volkswagen caused consternation among Porsche enthusiasts. Earlier Porsche cars produced with Volkswagen, such as the 914 and 924, had been criticized by enthusiasts as â€Å"faux† Porsche vehicles. Many claimed that the Cayenne was a â€Å"Porsche-ized VW† built with too muchVolkswagen content. When Porsche launched a V6 model of the Cayenne which contained a Volkswagen engine, instead of the Porsche engines featured in the V8 and Turbo models initially launched, Porsche consumers cried heresy. When some independent testers chose the Volkswagen Touareg over the Porsche Cayenne in performance tests, consumers cemented their skepticism and claimed that, suddenly, â€Å"there was a substitute† for a Porsche, and it was a Volkswagen Touareg. Do Porsche and VW do not seem to be in bed on this project, they are in bed on this project. They are both exactly the same basic vehicle.VW gave Porsche the chassis and said go and design a SUV if you want to be our partner on this†¦So the VW Toureg and Porsche Cayenne are both Porsche designed on a VW chassis and when they are pulled off the line to go up to Leipzig you will not be able to tell the difference. Only when the Cayenne leaves Leipzig will it look any different. When it has been Porscherised with engine and cosmetics. (Rennlist post) 7 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY unti l August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch P os t 511-068 Sorry, the Cayenne is a Porsche†¦ While some of the design is shared with VW and some components built @ VW factories, Quality Control was still supervised by Porsche†¦ A good analogy to your argument would be having Emeril Lagasse prepare you a dish at his restaurant and then prepare the same dish at your home. Still the same dish, just produced elsewhere†¦ (Rennlist post) Enthusiasts were distressed to find that the Cayenne had a Japanese transmission. They saw this as a further decline in build quality that came when Porsche switched to Japanese manufacturing processes and away from its handcrafted heritage.In their online conversations, enthusiasts yearned for the days when their Porsche cars were Porsche designed, constructed from German-made parts, and manually assembled in Germany by racing engineers. op yo I was reading in Panorama last night that the Cayenne has a 6 speed tip tranny which is produced in Japan. Is this true? Seems like Porsche is just outsourcing as much as possible to keep profits high. Both my cars have Japanese parts (A/C), but nothing so substantial as a transmission. What's next, engines from the Far East? I'm less and less impressed every day I read more. Rennlist post) IMHO a German car with German Ing should have German parts, especially for something as major as the tranny. Isn't that part of the identity of the brand? oops.. forgot, Porsche doesn't value the brand identity that was built over the last 50 years anymore. The old professor [Ferry Porsche] dies and look what happens†¦ an SUV. (Rennlist post) No tC Personally the thought of purchasing a Porsche with some of its major components outsourced to the Far East is analogous to buying what you think is a fine Swiss time piece that turns out to have a cheap(er) Japanese movement inside.To me t hat would be unacceptable. Yes, both work, and work well, but the reason you bought the Swiss one in the first place was to get the hand crafted Swiss quality and workmanship that dates back hundreds of years†¦I certainly hope this will not be the future for Porsche cars. Those who know the real definition of build quality know exactly what I am talking about. Most Japanese stuff isn't even worth rebuilding, because it is designed to be replaced when it is done. The old German design and build philosophy was much different than the modern Japanese design (if there is such a thing) and build philosophy.Porsche cars used to be about hand crafted high quality performance, but all that seems to have gone out the window these days just to make more profits. (Rennlist post) Wiedeking defended his design and manufacturing decisions, claiming that Porsche focused on its core competencies: engine manufacturing, R;D, body shell work, assembly, quality control, and â€Å"highly professio nal† distribution, while relying on â€Å"extended work benches† at Valmet, VW, and its network of suppliers. It reduced its in-house production depth to one of the lowest in the industry, shared some components with VW such as electronics, and split R;D costs with VW. 0 Do Finally, Porsche’s decision to build the Cayenne in Leipzig, in the former East Germany, put into question whether the Cayenne could be a â€Å"real Porsche. † Rennlist members who visited the Leipzig plant brought back bad news. The Leipzig plant was little more than a final assembler, with most of the assembly work being done by automated machines. To enthusiasts, the Cayenne’s assembly in Leipzig put into question its â€Å"Made in Germany† moniker. Leipzig did not carry the German manufacturing heritage of Zuffenhausen; its location in East Germany was associated with the Communist era.Nice try, but aren't our Cs actually built out in some Skoda plant in Eastern Europe and then final assembled in Leipzig? This may explain some of the initial build quality problems. 8 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch I've read that the Eastern European manufacturing workforce has some of the attitudinal and work ethic habits of 1970s era Detroit car builders. God forbid. (Rennlist post)Here is a firsthand report of someone who visited the Leipzig factory on March 19, 2004: What amazed me most was how small it was. They really were just integrators and assemblers there. Much of the car (the upper shell and interior) comes in from Bratislava, and the power plant from Zuffenhausen. The tranny from Asia and it is all put together and â€Å"married† with 18 BOLTS! That’s it! Funny. After it is put together, they test drive EACH ONE on the track. I fou nd that to be very interesting quality control, and also a testament to the difference between a VW and a Porsche. Clearly, the Cayenne is not built in Leipzig.Leipzig is where the final assembly and final QC are done. I'm sure that the quality control of Porsche is much better than that of VW. But it is not a car manufacturing plant. (Rennlist post) op yo Having toured the factory in Leipzig two weeks ago, I can assure you that the Cayenne final assembly is mostly by machine, NOT by hand. The level of automation is amazing. It takes 170 production workers per day to produce 130 Cayennes per day. It takes 80 production workers per day to produce 2 Carrera GT's per day! (Rennlist post) And on their website they are boasting about how it's Made in Germany and what that means.Maybe the thing should say kinda-put-together in Germany. (Rennlist post) tC Wiedeking defended his decision to assemble in East Germany: â€Å"The Leipzig location brings our firm advantages, otherwise we would have never built the plant there. But we also create jobs in an economically weak region. †31 However, a Porsche spokesperson confirmed the importance of manufacturing location to Porsche enthusiasts, â€Å"[Location] is not an uncritical issue. People think that as a car comes off the line at Zuffenhausen, Ferdinand Porsche comes by and caresses the car with his hand, and that makes it an official Porsche.Of course, Ferdinand Porsche hasn’t been doing that for some time. †32 Hostility Toward Cayenne Buyers In December 2002, European dealers began to sell the Cayenne, and in March 2003 it was on sale in the United States. Postings by some Porsche owners took on a threatening tone. Try owning a Cayenne and see how you’re treated by other Porsche owners. (Rennlist post) No Oh and just so you guys know†¦you are the laughing stock of all other Porsche owners. (Rennlist post) One thing is for sure: the SUV is NOT my brother! I always accepted the other mod els in the family – the 928s, 924s, Boxsters, etc.They were all sports cars. But the SUV: never! (Rennlist post) Others echoed the earlier concern that the new car would shame them. Do People will buy these Porsche S. U. V. ’s because they’re a fad, and they’ll embarrass the real Porsche crowd. They’re not going to know how to drive and they’ll do stupid things. It’s scary to think about. (Rennlist post) There was a wish to purify the community by exclusion or ostracism. On the road, Porsche owners refused to extend their fraternal greeting to Cayenne owners, limiting it to sports car owners only.They tried to block Cayenne owners from joining local Porsche clubs and refused to allow them to race alongside sports cars in club-sponsored racing event. 9 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch rP os t 511-068 So how about the Cayenne? Seems kinda funny flashing lights at an SUV even if it has a Porsche badge†¦Don’t think I can†¦ (Rennlist post) I’m with you guys on the Cayennes. I don’t wave to drivers of re-badged VW Touregs either. Rennlist post) Please don’t flash your lights or honk your horns at me. You will only see my longest finger back at you. (Rennlist post) My point it that all SUV owners should take their toys and play in their playground. NOT in mine. Find other SUV’s go to the track and have fun together. (Rennlist post) op yo There’s still one problem: A Cayenne, driven by the owner of other Porsche cars may be able to perform miracles that would embarrass all competitors in an autocross situation but the scary thought is that PCNA [Porsche Cars North America] are betting that many Cayenne owners will not be previous Porsche drivers.Having these people who could be un accustomed to a vehicle of such power, may very well overstep their abilities in trying to keep up (or prove themselves) to the rest of us and cause some real damage. Yes, I’m biased against the Cayenne. Yes, I think the whole idea of a Porsche SUV is a mistake. (Rennlist post) The newcomers would not understand the values of the community they sought to join. They have little of no feeling of belonging, no understanding of the lineage of Porsches and where their cars were derived from. They don’t care about that, most are probably just poseurs. Rennlist post) tC It’ll be piloted by folks who woulda bought the Mercedes Benz/Range Rover if there weren’t five of them in the subdivision already, who wouldn’t consider a Lexus because it’s ‘jap crap’ and who think BMW/VW is beneath them. They’re not enthusiasts, they’re consumers. They won’t know or care that old time P-snobs will shun them. (Rennlist post) Cayen ne Buyers Respond Some Cayenne buyers sought to broaden the Porsche community to include themselves as members of good standing, or at least to appeal to the better natures of the old guard.No This sense of kinship is getting lost due to lines being drawn between one group to another. (Rennlist post) I thought being a Porsche owner was like joining some sort of fraternity of something†¦ but it’s more like [Boxster, Cayenne] owners are the red-headed step child of some dysfunctional Porsche family. Did all entry level Porsche owner’s get this much crap when they bought their new Porsches? (Rennlist post) Do So am I to understand that you are allowed to rail against and hurl invective and others are not? Look. You like your car, I like mine.I’m not going to bash yours, and I go out of my way to salute yours. Why do you continue to bash my choices? (Rennlist post) Please start being nicer to each other. This is not the correct time to start having a go at each others throats. (Rennlist post from a site moderator) Sadly, the ranks of Porsche owners seems to be populated by those into model specific devisiveness and comparison pissing matches. Where once a camaraderie of enthusiasm existed, now lies a state of SUV owners looking for the next status symbol and those remaining 10This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch few who love the maker of their dream cars fight with one another over which model is best and how effeminate or inadequate another model is compared to theirs. (Rennlist post) Spillover into the Offline World While the â€Å"real Porsche† debates raged on Rennlist, Porsche enthusiasts began to take their criticisms into the offline world.Consumer-generated-advertising spoofing the Cayenne made its way around the Internet ( see www. flickr. com/photos/alecmcint/447172 for a sample). Consumers circulated bumper stickers, license plate frames, and t-shirts for the Cayenne with slogans like â€Å"My other car is a REAL Porsche. † Cayenne’s advertising featuring headlines such as â€Å"Only one sport utility vehicle has bloodlines like these† and â€Å"Another twisted branch on the family tree† set off online rants. An article in Internet magazine Autoextremist captured the mood: op yoPorsche’s advertising campaign for the new Porsche Cayenne is the latest attempt to link its ungainly SUV to its greatest sports car and traditions, and in doing so it achieves a new low for the once-bulletproof brand by at once dismissing its own legacy and insulting the intelligence of every auto enthusiast—Porsche, or otherwise—in the process†¦A stretch that only delusional Porsche marketers could possibly attempt—and a flat-out insult to every great Porsche spor ts car that has come before it†¦To link it [the Cayenne] in any way to some of motordom’s most historic and legendary machines is an outrage. 3 tC What was said and done on Rennlist traveled beyond the online community. Compelling posts were often copied and pasted to other online communities and to personal and professional blogs. Press reporters used online brand communities like Rennlist to find consumers who were willing to talk about the brand in the press. Porsche owners quoted in news stories about the launch were longstanding, active online brand community members. The mainstream press began to reflect the online zeitgeist of the Porsche enthusiasts.Autoextremist warned that â€Å"[The SUV] threatens to destroy the very soul of the company,†34 while the Los Angeles Times announced that â€Å"Snowballs are rolling uphill in Hades. Porsche—shudder—will build an SUV. † 35 Porsche probably has the purest DNA of any sportscar maker. I donâ €™t care how good an allwheel-drive wagon is, it’s not a sportscar. If you add a car that does not fit with your brand’s image, you must reduce the power of that image. (Porsche consumer quoted in Herald-Sun)36 No Everything about the Cayenne is completely the opposite of what Porsche is and does.It will be the death of a tradition. (Porsche consumer quoted in the New York Times)37 It’s blasphemy†¦I’m not hot on the idea at all. I’ve lived with Porsches all my life and the marquee has always been Porsche sports cars. To bring out an SUV doesn’t sit well with me. (Porsche consumer quoted in the Los Angeles Times)38 Any truck made by Porsche deserves to be a failure. It’s a disgrace to the Porsche name. (Porsche consumer quoted in Autoweek)39 Do Cayenne Owners Become Assertive Cayenne owners began to speak in support of their vehicles.They deflected soccer mom, yuppie, and poseur stereotypes, claiming to be fellow Porsche enthu siasts. They told stories about how they would take their SUVs off-road, or use them to tow their Porsche race cars or boats, or to access adventure sports like skiing, hiking, hunting, and fishing. They bragged about the performance of their Cayennes and wrote of beating other sports cars, including the Porsche Boxster, off of the line at traffic lights. They described positive reactions they received from others. They referred to their 11This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch rP os t 511-068 SUVs as â€Å"sports cars† and circulated a revisionist history of Porsche in which the Cayenne is a logical descendant of Porsche classics. They reminded readers that Ferry Porsche was the driving force behind the Cayenne: By now, I gotta say the C [Cayenne] is a winner. It’s not really even an S UV in the traditional sense.It’s primary focus, like all porsches is performance, and with a straight face, I can tell you it’s pretty much a sports car with some suv traits. (Rennlist post) op yo You may not need a vehicle that can carry kids, go to the snow, haul a few things and is fun to drive, but that doesn’t mean no one does. The Cayenne may not match the 996 (almost nothing else does) but if it outhandles and outbrakes 90% of the vehicles out there, has great power, is fun to drive, offeres good utility, and has room for more of your stuff (including the dog) if that is required, why on earth wouldn’t you want one if you were ooking for that type of vehicle. Why wouldn’t ANYONE want one who can afford the price of admission? (Rennlist post) The Sports Car Owners Respond Not all sports car owners were hostile to the Cayenne. Indeed 18% of the first wave of buyers owned Porsche sports cars. As time passed, postings began to appear on Rennlist embracing the Cayenne. The posters noted that, unlike many SUVs built for the road, it handled like a sports car with sports car acceleration and nimbleness, yet had the ability to perform like a true off-roader and had impressive towing capacity. C All this over an SUV :rolleyes: And all this talk about how the newer porsches aren’t true to their sportscar heritage, seems to me all new cars are going this way, in the end a car company has to worry about selling new cars a lot more than selling old cars and new car buyers for the most part want all those luxuries†¦If Porsche thinks it needs a SUV to remain strong in the marketplace let them build it. Mercedes has an SUV for chrissakes are they any less of a luxury car company because of it? (Rennlist post) NoIf you’re really a Porsche enthusiast, you recognize that they’re first and foremost the world’s best automotive engineering firm, and the Cayenne looks to be more proof of that. Conceptually, I don’t see it as being that far away from the 928. I can’t imagine a reason in the world why anybody would care that it has four doors. (Rennlist post) Pity you feel that way. Do you wave to 914 owners? How about 924 owners? Who decides which Porsche are worthy and which are not? I know plenty of enthusiasts that have Cayennes as second vehicles. While the Cayenne is not my cup of tea I've driven a few and they are pretty impressive for an SUV.Do you really want to be one of those drivers that wave to some Porsche's and not others? No flame intended†¦Ã¢â‚¬ ¦ just something to consider. After all there are some out there that don't think a 986 or a 928 are real Porsche's either! (Rennlist post) Do I have to say that negative opinions (regarding what is and is not a real Porsche) DO, in fact, piss me off. Who the hell is ANYONE, other than Porsche, to say what is and is not? I, personally, would NEVER buy a 924. I don't like them. I don't like how they look. I think they are underpowered and somewhat boring. Is it a real Porsche? Of course it is!!!! You know why?Because PORSCHE built it and SAYS it is!!! Some shmuck who owns a 911 decides that a 944 isn't real. Show me how he is qualified to make that assesment. Does it have a Porsche badge placed there, at the factory, by PORSCHE Then it is!!!!! (Rennlist post) 12 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch However, the majority of the community continued to attack the Cayenne, relegating it to the bottom rung of the group’s status hierarchy.Feeling the pressure, Cayenne owners posted their feelings. So SICK OF THIS, like the Cayenne, and plan to buy one. I come to this forum to get updated info, whats new. What I find is the same people making post after post of the same thing, Its ugly, I d on’t like the name, why isn’t Porsche racing Bla Bla Bla. Do these same people go to the 914 forum and tell them their cars have VW motors, or the 924 forum and harp about Audi truck motors? (Rennlist post) op yo I have the V8 Porsche [Cayenne] and guess I get a little defensive when people call it a VW and I paid close to 69K for a quote un-quote VW.I know deep down in my heart that I have a Porsche (Rennlist post) †¦well, maybe the ‘bashing’ was mild this time†¦but its being going on day in day out for the past year†¦Yeah, I shouldn’t let it bother me†¦but after a while anything starts to wear thin†¦trust me. (Rennlist post) Any of you guy’s ever hear the expression ‘if you don’t have anything good to say don’t say it. ’ Almost every time someone is excited about purchasing this vehicle some of you guys have to post something negative. Please next time post what you drive so I can use ever y opportunity to tell you what junk you drive. Rennlist post) Looking Ahead No tC Porsche’s senior management shrugged off the negative buzz from consumers. Despite the withering criticism from consumers, shareholders, and the press, Wiedeking claimed he was not concerned, though he admitted that the decision to build the Cayenne â€Å"was certainly not selfevident. † He said that Porsche was â€Å"richly scolded† for moving away from its â€Å"brand core† so it knew that it had to be a success. Wiedeking argued that launching the Cayenne took the same courage that Porsche’s founder had demonstrated when he founded Porsche in 1931 during the Great Depression. 0 Schwab, Porsche’s North American President, labeled consumers’ response naive, â€Å"Those in the Porsche Clubs of America will castigate us for the SUV decision, but they just don’t know business. For them to keep having their beloved 911s, we have to find a niche else where. That is modern business. †41 Do Wiedeking and Schwab were already looking ahead to their next big launch, the Porsche Panamera, the company’s first ever four-door sedan. Envisioned as a rival to Maserati, BMW, Audi, and Jaguar sedans, Panamera would further diversify Porsche’s product portfolio and customer base. The Panamera is a perfect fit for Porsche,† Wiedeking professed, â€Å"It has all the typical DNA characteristics of a genuine sports car. In terms of performance, design, and driving dynamics, it meets Porsche’s high standards in every respect. †42 13 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Porsche: The Cayenne Launch Exhibit 1 Porsche Milestones rP os t 511-068 Ferdinand Porsche born Sept. 3 in Maffersdorf, Austria-Hungary. 1909 Ferdinand Anton Ernst (â€Å"Ferryâ€Å") Porsche born Sept. 9, in Wiener Neustadt, Austria. 1950 Porsche begins 356 production in Stuttgart-Zuffenhausen. 1951 The senior Ferdinand Porsche dies at age 70. 1953 Porsche introduces the 550, its first racing-specific car, which meets immediate success. 1964 Porsche introduces the 911. The company had produced 78,000 Type 356s in 14 years. 1972 Porsche KG becomes a joint stock company (AG). Ferry Porsche, chairman of the supervisory board, precludes all family members, including himself, from direct management roles. 1978 Launch of the front-engined 928 touring car. 1982 Launch of the 944 sports car. 1984A third of Porsche AG’s capital is offered to the public in the form of nonvoting preference shares on April 25. On Sept. 19, his 75th birthday, Porsche receives the honorary title of â€Å"Professor. † 1990 Butzi Porsche (Ferdinand A. ) succeeds Ferry Porsche as chairman of Porsche AG’s supervisory board. Butzi began his own firm, Porsche Design, in 1972. 1992 Wendelin Wiedeking becomes CEO of Porsche. 1996 Launch of the Boxster two-seater sports car. 1997 Porsche introduces its all-new, water-cooled 911 (the 996) at the Frankfurt Motor Show. 1998 The company prepares to celebrate 50 years of building sports cars with the Porsche name.Ferry Porsche, honorary president of the Porsche AG supervisory board since 1990, dies March 27 at the age of 88. 2001 Porsche releases its plans to build an SUV. 2002 European launch of the Cayenne in December. 2003 U. S. launch of the Cayenne in March. No tC op yo 1875 Do Source: â€Å"Porsche Timeline,† AutoWeek, April 6, 1998, and casewriters. 14 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Exhibit 2 511-068 Porsche Relative Stock Price Performance 600 500 rP s t Porsche: The Cayenne Launch January 1998 US$168 300 200 100 January 1997 US$87 Ja nM 90 ay -9 Se 0 p9 Ja 0 nM 91 ay -9 Se 1 p9 Ja 1 nM 92 ay Se 9 2 p9 Ja 2 nM 93 ay Se 9 3 p9 Ja 3 nM 94 ay Se 9 4 p9 Ja 4 n9 M5 ay -9 Se 5 p9 Ja 5 nM 96 ay -9 Se 6 p9 Ja 6 nM 97 ay -9 Se 7 p9 Ja 7 n98 0 op yo 400 DAX 30 tC PORSCHE DATASTREAM GERMAN AUTOMOBILE INDEX Do No Source: Thomson Financial Datastream, accessed February 13, 1998. 15 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 83. 7860. Porsche: The Cayenne Launch Exhibit 3 Porsche Group Highlights 1995–2002 rP os t 511-068 1995–1996 1996–1997 1997–1998 1998-1999 1999-2000 2000-2001 2001-2002 2002-2003 â‚ ¬ million â‚ ¬ million â‚ ¬ million 1,437. 7 527. 7 910. 0 2,093. 3 671. 9 1,421. 4 2,519. 4 735. 5 1,783. 9 3,161. 30 955. 6 2,205. 70 3,647. 70 893. 2 2,754. 50 4,441. 50 1,001. 30 3,440. 20 4,857. 30 1,121. 00 3,736. 30 5,582. 00 1,482. 50 4,099. 50 Vehicle Sales Domestic Porsche Export Porsche Other Models Vehicle Sales Porsche 911 928 944/968 Boxster Cayenne Units Units Units Units Units Units Units Units Units Units 19,262 ,873 13,346 43 19,219 19,096 104 — 19 — 32,383 9,670 22,713 — 32,383 16,507 — — 15,876 — 36,686 9,174 27,512 — 36,686 17,869 — — 18,817 — 43,982 10,607 33,375 — 43,982 23,090 — — 20,892 — 48,797 11,754 37,043 54,586 12,401 42,185 54,234 12,825 41,409 66,803 13,896 52,907 48,797 23,050 54,586 26,721 54,234 32,337 66,803 27,789 25,747 27,865 21,897 18,411 20,603 Production Porsche total 911 Carrera GT 928 944/968 Boxster Cayenne Other Models Units Units Units Units Units Units Units Units Units 20,242 20,242 20,132 — 28 — 82 — — 32,390 32,390 16,488 — — — 15,902 — — 38,007 38,007 19,120 — — — 18,887 — — 5,119 45, 119 23,056 — — — 22,063 — — 48,815 48,815 22,950 55,782 55,782 27,325 55,050 55,050 33,061 73,284 73,284 29,564 7 25,865 28,457 21,989 18,788 24,925 Employees Personnel expenses At year-end â‚ ¬ million 7,107 392. 1 7,959 464. 4 8,151 528. 2 8,712 574. 9 9,320 631. 3 9,752 709. 9 10,143 799. 4 10,699 849. 5 Balance Sheet Total Assets Shareholders’ Equity Fixed Assets Capital Expenditures Depreciation Extended Cash Flow Net income before taxes Net income after taxes Dividends â‚ ¬ million â‚ ¬ million â‚ ¬ million â‚ ¬ million â‚ ¬ million â‚ ¬ million â‚ ¬ million â‚ ¬ million â‚ ¬ million 951. 4 239. 1 482. 5 213. 6 67. 7 ,249. 7 298. 1 565. 3 234. 8 107. 6 27. 9 24. 6 1. 8 84. 5 71. 3 13. 0 1,490. 9 415. 8 579. 6 175. 8 157. 1 413. 1 165. 9 141. 6 21. 9 1,916. 10 587. 4 525. 6 155 183. 7 592. 5 357 190. 9 21. 9 2,205. 40 782 577. 7 243. 7 196. 6 506. 5 433. 8 210 26. 4 2,891. 60 1,053. 30 731. 8 293. 8 132. 7 764. 4 592. 4 270. 5 45 5,408. 70 1466. 80 2,207. 70 1,119. 50 278. 80 1,067. 30 828. 90 462. 00 297. 00 6,315 1,754. 50 2,663. 30 1,295. 20 392. 20 1,389. 60 933. 00 565. 00 59. 00 Do No tC op yo Sales Domestic Export Source: Casewriters, compiled from data listed in Porsche Annual Reports, 1995-2002, http://www. orsche-se. com/pho/en/ investorrelations/mandatorypublications/, accessed December 2005. Note: HGB and IFRS denote accounting standards. In 2003 Porsche adopted IFRS, or International Financial Reporting Standards. 16 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 511-068 rP os t Porsche: The Cayenne Launch Premium SUV Market Information (1996–1998 forecast) (in units) Exhibit 4 400,000 350,000 300,000 op yo 250,000 200,000 150,000 100,000 0,000 0 1996 tC Luxury 1997 Upper middle class 1998 Middle class Do No Source: C asewriters, compiled from data contained in IHS Global Insight Report, â€Å"World Light Truck Industry Forecast†, 1999. 17 This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. This document is authorized for use only by Uma Jaidev at VIT UNIVERSITY until August 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. – –