Corporate Environmental Responsibility: the Performance of Cadbury

Nowadays, more people tend to focus on environment issues of corporation because they are the main factors of causing pollution to the earth and impact to the ecological system. Cadbury is the world fourth biggest manufactory of chocolate, it had done a seriously rainforest destruction as a result of their business requiring large amount of raw materials that are collect from natural resources (Cadbury's Shareholders Find Palm Oil Leaves a Bitter Taste 2004). This essay examine the performance of Cadbury and how they dealing the problems with raw materials as well as the effect on the environment and stakeholders. Cadbury used to be a small beverage shop in 1824, after merging with Schweppes to form Cadbury Schweppes, it acquire more companies after that and today it became one of the largest confectionery company ( history of Cadbury n. d. ) and also one of the largest multi-national corporation (business service industry 2008). The starting main purpose of Cadbury is not creating new brand that people love but is to raise the shareholder value and they already succeed in achieving this purpose twenty years ago (Cadbury Schweppes 2004). After that they have just started to change their business target to create new brand that people love. Cadbury detected that there is a rare bacteria named â€Å"Salmonella† affecting numbers of their product and it is believe due to the leaking pipe, but they are not paying attention to this serious matter. Eventually, Cadbury was prosecuted because of countering health and safety legislation in the year 2007 and was fined 1 million pounds for their irresponsible performance which is also definitely effect the profit of stakeholders(Defying a Reputational Crisis – Cadbury’s Salmonella Scare: Why are Customers willing to Forgive and Forget? 009). Today, Cadbury franchise such as India, USA, Canada have treated CSR as the key to the success of business comparing to the past; they believe that the responsible for environment, health and safety are very important to minimize the impact of environment, It is also important that they can become a profitable and effective company by this way and they will surely proud of what they have done (CSR helps businesses keep ta bs on environmental, social impact 2010). In order to fulfil society needs, Cadbury continuously launched 23 kinds of chocolate and keep improving their quality to the best from the year 1865 until today. Besides, Cadbury is the first company to provide pictures on the product instead of printing text on the product. There are also many special event held by Cadbury such as giving away some souvenirs products and also a redeem event for their customer to get further item by purchasing their products. (History of Cadbury n. d. They also certified their chocolates as Fair-trade products by labelling it on the products to decrease the public pressure (Cadbury goes Fairtrade2009). Impact on Environment Since manufacturing chocolate require large amount of raw materials, Cadbury discover palm oil is the most basic and cheapest secret ingredient to make chocolate instead of using cocoa butter which require higher cost. Unfortunately, this lead to the serious deforestation problem that not only effected the environment but also man y animals is killed. New Zealand's Auckland Zoo is the place where the primary deforestation took place and this was considered as a threat to most of the wild life that inhabited in that area especially Orangutan, they have became â€Å"the orphans of the palm oil† because most of their parents are killed during the deforestation(Palm oil costs Cadbury trusted title 2010). Auckland Zoo has also stop stocking Cadbury’s chocolate anymore to express their protest. (Auckland Zoo bans Cadbury chocolate due to palm oil content 2009). Auckland Zoo also organise an organisation in Facebook which is â€Å"Anti Palm Oil Community (APOC) â€Å"to focus the serious of the deforestation issue which destroy 300 rugby fields every hour(APOC). Besides, in order to meet the production target, the company always hired a lot of worker but those workers that are working in the palm oil are often poorly treated. Cadbury has an† Ethical Trading Policy† but they have totally neglect the importance of environment and the human rights issue (Cadbury's Shareholders Find Palm Oil Leaves a Bitter Taste 2004). Cadbury also claim that the palm oil they used is â€Å"green and sustainable† as they have their own certificate system, but they have just pretend to use 2,800 tonnes of palm oil which is recorded in the certificate instead of the actual amount of 40,000 tonnes of palm oil. (Green wash of the week: Cadbury’s ‘green palm oil’ claim 2009)They are ignoring the severity of environment impact they have done, just to emphasize on their profit; the stakeholders also faced a serious losses from this case. One of the serious problem that environment faced is the global warming and it is caused by the widen hole of atmosphere. According to the scientific research, every single litre of milk produce approximately 900g of Carbon dioxide. Carbon trust is having a carbon footprinting project and discovered that more than 60% of the Carbon dioxide is produced by the Cadbury’s dairy cows farm(We've had drumming gorillas, now Cadbury takes on burping cows 2009). Cadbury’s dairy cows farm play the most important role in this incident as the cows produced 80~120kg of methane per year which is similar as a family car and was release to the atmosphere that eventually widen the hole of atmosphere. This methane emission is actually produced with the burps of the cows due to the incorrect diet. (Cadbury to curb methane emissions from burping dairy cows 2009)They did not pay attention for their animals as raising animals required a lot of effort by adjusting the stay and diet of the animals. Cadbury’s intension overcome environment issues Cadbury’s plan to replace cocoa butter with palm oil has caused a serious damage to environment and also a lot of complain by consumers as palm oil is a complex and unhealthy ingredient. In order to fulfils their Environment, Health and safety policy they have no choice but to cut down adding palm oil into chocolate. The deforestation that took place at Auckland Zoo has also caused the company’s reputation to drop. (Cadbury dumps palm oil after consumer protests 2009)With the cut down usage of palm oil, they believe it could at least, save their reputation from dropping too much. Dealing with the climate change is also one of their target improvements in environment. Cadbury has announced that they have 17% reduction of water consumption by improving their manufacturing progress in the year 2006 which is also act in concert with the World Water day (Cadbury Reduces Water Consumption by 17 Percent 2009). Cadbury eventually launch a strategy plan â€Å"Purple goes green† in the year 2008 and set their target to reduce unnecessary consumption while producing chocolates especially to reduce the emission of carbon dioxide by 50% in the year 2020. They have successfully in achieving part of their target within a year with reducing the usage of packaging and the emission of carbon dioxide; they have also successfully saved 4 millions litre of water per year (Cadbury-Purple goes green 2008). For the next two years, they have a further target which is to ensure the packaging they used is 60% biodegradable. Besides, Carbon dioxide that produced with the burps of the cows is also a serious problem that destroys the environment. Cadbury has already worked together with the dairy farmer to figure out a better way to reduce carbon footprint from the milk chocolate (Cadbury’s works to reduce bovine emission 2009). They provide dairy farmers a guild to lower the emission through scientific research by changing the diet of cows to a balance nutritional. It is believe it will definitely reduce the emission problem by 50% in the year 2020 which is also part of their â€Å"Purple goes Green strategy†. (Cadbury Partners with Dairy Farmers to Reduce Carbon Footprint 2009). Packaging is also one of the factors causing impact to environment. Cadbury has worked hard to figure out a better way of packaging their products to minimize the impact to environment. Their target is to achieve 100% biodegradable by 2010 and they have co-operated with plantic technologies limited since 2002. (Responsible packaging 2007)Plantic do a lot of research at the research centre to invent a better biodegradable and non-toxic materials to advance the packaging technologies. Cadbury has replaced the roses tin with cardboard box and successfully made a brand new packaging production for Christmas and seasonal gifts (chocolate swallows millions of our dollars in an easter eating frenzy 2010) which not only reduce the weight by 45% but also saved 200 tonnes of steel. (Cadbury replaces Roses tin with cardboard box 2009)In the year 2008, Cadbury has awarded the best green packaging for its new product- Eco-eggs, with the special wrapping style as the products only used very limited materials to complete. Cadbury has successfully decreased the usage of plastic material by 247 tonnes and cardboard by 115 tonnes in the year 2008 for packaging their products. (Cadburys-‘Eco-eggs' 2008)In this case, Cadbury has successfully proved their effort of saving the environment by achieving their â€Å"Purple Goes Green† target and this is also helping the stakeholders to gain more profit. Cadbury also carry out an environmental research with Earthwatch in the year 2005 in order to have a better understanding as well as improving the quality of cocoa in Ghana. Their research focus on the quality of cocoa and try to invent a better way for farming cocoa bean in Ghana with increasing number of farmers in order to get the best production(Cadbury n. d. ). Cadbury not only provided financial support but also get itself involved in this research to show their intension upon improving environment issue. Concluding remarks Cadbury’s social improvement is obviously, although they did wrong sometime because they have placed profit as the most important role in business . From New Zealand's Auckland Zoo case, it has reflected Cadbury only concentrate on their profit but neglect the most importance issues which is how society will treat them and this has caused Cadbury’s reputation to drop. Besides, even they have discovered that a rare bacteria is affecting their products, they did not pay attention to the serious matter which is possible to become a threat to health. As a result, they neglect the importance of environmental issues and caused serious damage to environment such as deforestation and also confronting the social protest. However, Cadbury’s intension on improving the environment aspect of their business is strong and with wised planning, they have been doing this for almost a century. With the â€Å"Purple goes green strategy† and the reduction of carbon dioxide emission, water usage and packaging materials usage, they have shown their dedication on improving environment issues, trusting that achieving the environment, health and safety policy are the keys to the succeeds of business, not only just becoming a profit-oriented company but also become a environmentalist company. References http://news.mongabay.com/2009/0712-auckland_zoo_palm_oil.html http://news.mongabay.com/2009/0817-cadbury_nz.html http://www.foe.co.uk/resource/press_releases/cadburys_shareholders_find_20052004.html http://www.environmentalleader.com/2009/03/31/cadbury-reduces-water-consumption-by-17-percent/ http://www.csrwire.com/press_releases/13811-Cadbury-Partners-with-Dairy-Farmers-to-Reduce-Carbon-Footprint

A Different Sort of Segregation position paper on legalizing drinking essays

A Different Sort of Segregation position paper on legalizing drinking essays "If we [adults between 18 and 21] can still be trusted enough to fight in wars, if we can be trusted enough to vote for our leaders, if we can be trusted enough to have sex, then why the hell can't we be trusted with a glass of wine?" Shamed Dogan By law, anyone 18 years and older will be tried as an adult in court, is allowed to vote, and is required to pay taxes. On one's 18th birthday the law no longer views him as a child yet he is restricted from many places of social activity. Bars and many dance clubs are strictly for those 21 and over due to the legal drinking age in America, so many legal adults are not permitted entry. Clearly a discrepancy exists between an 18 year old adult and a 21 year old adult; however, since they are viewed by law as equals shouldn't they have the same privileges? Obviously certain laws that regulate activities by age are necessary. Voting, alcohol, and driving should not be available to people of any age because of the amount of responsibility these activities require. However the segregation between younger and older adults is unwarranted. Up until 1984 the legal drinking age was 18, however Mothers Against Drunk Driving (MADD) spurred a campaign to raise the age limit to 21. They succeeded with the passage of the National Minimum Purchase Age Act in 1984. (Shamed, Legal Drinking) The law aimed to lower the number of drunk driving accidents, which it has done, but only by a small margin. However, what it has also done is reduce the rights of citizens between the ages of 18 and 21. Americans hold personal freedom to be an undeniable right. The right to drink one's self into a drunken state still falls under the personal rights category; however, this basic freedom is restricted by the implementation of the 1984 law. Instead of being able to have complete control over one's life when they reach the legal age of adulthood, citizens are forced to wait an additi ...

Floating Spinach Disks Photosynthesis Demonstration

Floating Spinach Disks Photosynthesis Demonstration Watch spinach leaf disks rise  and fall in a baking soda solution in response to photosynthesis. The leaf disks intake carbon dioxide from a baking soda solution and sink to the bottom of a cup of water. When exposed to light, the disks use carbon dioxide and water to produce oxygen and glucose. Oxygen released from the leaves forms tiny bubbles that cause the leaves to float. Photosynthesis Demonstration Materials You can use other leaves for this project besides spinach. Ivy leaves or pokeweed or any smooth-leaf plant work. Avoid fuzzy leaves or areas of leaves that have large veins. fresh spinach leavessingle hole punch or a hard plastic strawbaking soda (sodium bicarbonate)liquid dishwashing detergentplastic syringe (no needle, 10  ccs or larger)clear cup or glasslight source (bright sunlight works or you can use an artificial light) Procedure Prepare a bicarbonate solution by mixing 6.3 grams (about 1/8 teaspoon) baking soda in 300 milliliters of water. The bicarbonate solution acts as a source of dissolved carbon dioxide for photosynthesis.In a separate container, dilute a detergent solution by stirring a drop of dishwashing liquid in about 200 milliliters of water.Fill a cup partly full with the baking soda solution. Add a drop of the detergent solution to this cup. If the solution forms suds, add more baking soda solution until you stop seeing bubbles.Use the hole punch or straw to punch ten to 20 disks from your leaves. Avoid the edges of the leaves or major veins. You want smooth, flat disks.Remove the plunger from the syringe and add the leaf disks.Replace the plunger and slowly depress it to expel as much air as you can without crushing the leaves.Dip the syringe in the baking soda/detergent solution and draw in about 3 ccs of liquid. Tap the syringe to suspend the leaves in the solution.Push the plunger to expel e xcess air, then place your finger over the end of the syringe and pull back on the plunger to create a vacuum. While maintaining the vacuum, swirl the leaf disks in the syringe. After 10 seconds, remove your finger (release the vacuum).You may wish to repeat the vacuum procedure two to three more times to ensure the leaves take up carbon dioxide from the baking soda solution. The disks should sink to the bottom of the syringe when they are ready for the demonstration. If the disks do not sink, use fresh disks and a solution with a higher concentration of baking soda and a bit more detergent.Pour the spinach leaf discs into the cup of baking soda/detergent solution. Dislodge any disks that stick to the side of the container. Initially, the disks should sink to the bottom of the cup.Expose the cup to light. As the leaves produce oxygen, bubbles forming on the surface of the disks will cause them to rise. If you remove the light source from the cup, the leaves eventually will sink.If you return the disks to the light, what happens? You can experiment with the intensity and duration of the light and its wavelength. If you would like to set up a control cup, for comparison, prepare a cup containing water with diluted detergent and spinach leaf disks that have not been infiltrated with carbon dioxide.

Free Essays on Internet

The Internet The internet will continue to shape the way businesses operate for some time to come, and while many e-business sites have come up only those that can find a way to add value to customers will succeed (Boone & Kurtz 230). The internet was of a lot of use to me during the whole project. From the start of the project I used the internet to help me search for aid organizations and get to know more about them from their sites. In most company websites I would find information like how many people the organization is helping at the moment, and its operating policy. There were also other sites some government and non-governmental that evaluates the different aid organizations, and advice donors which ones are good to donate to. As more and more companies go into e-business several opportunities are coming up for other companies. One of this is the virtual iris which has developed software which will enable ecommerce companies to have hundreds of images on their sites that allows visitors to zoom in on a product to see it up close before adding it to a shopping cart (ecommerce-guide.com). This type of business is called business-to-business (B2B) and it is gaining a lot of ground as companys come up to fill the niche created by emerging ecommerce sites. Most of the successful companies in this area have one thing in common and that is â€Å"Understanding that retailers prefer to focus on the business of selling their wares rather than becoming experts in the technological guts of an e-commerce siteâ€Å"(EcommerceTimes.com) During the course of the project the team members relied heavily on the internet to keep each other updated, whereas, normally its faster to call someone and confirm certain details. This doesn’t always apply in reality as not everyone has a mobile telephone, and even those who have them normally switch them off when they are in class or when performing other activities.Therefore, the need for email ... Free Essays on Internet Free Essays on Internet In these days, people print many papers from Internet. Some people do needed those papers and some don’t needed. People waste lot of papers without any reasons. We may want to capture prints of Web pages in whole or in part, print their links, and revive hard copy when pages are updated. These problems encountered with web page printing include losing content outside print margins, wasting paper when only a few lines point on a page, printing a whole page when only a portion is needed, and tying up a printer for a long time to print huge Web page graphics. First, Internet browsers have printing short cuts that are worth exploring. Second, Microsoft office97 lets users open documents in their browsers for flexible editing and printing. Internet explorer 5.0 and Netscape Navigator 4.08 have printing shortcuts that can save time and paper and generate useful output. Whereas we want to print an entire Web page, or if we want to merge a web page with another document for printing, our browser’s tools are right at hand. To print a single Web page in Internet explorer, click on File/Print to access the print dialog box. When selecting this option because for a page with a lot of links the associated table can run many pages. One of the options is a check box for printing a table of links. If we check this box, our print includes the web page followed by a table of its links by name a URL, and under the file we can setup menu in Internet Explorer. We can adjust the page margins and orientation and customize web page prints with header and footer information. We can print page titles, the date and time, page numbers, and URL with abbreviated commands. Netscape Navigator also handles single Web page printing similarly to Internet Explorer. Its file page setup menu includes settings for page options, and footers. If a Web uses frames, the Navigator Page setup menu indicates Print frame and provides the same formatting options as for a Web ... Free Essays on Internet Everyone in this day and age uses the internet. It has become a vital information and communication tool for business’ and recreational users. The dot.com industry experienced rapid growth during the nineties and a lot of their income was based on advertising. But something went wrong along the way with this advertising as it got out of hand with pop-ups and spam becoming an annoyance to the internet user. There are two major types of internet advertising: Banner advertising and pop-up advertising. Banner advertisements are located on the page that is being viewed. A pop-up ad is a type of window that appears on top of the browser window of a web site that a person has visited. The business of pop-up ads has literally exploded. You open one window and another one comes popping up, you close this new window and another one opens up. It seems like it is impossible to have a surfing experience now where you do not encounter a pop-up ad. Many companies prefer to use pop-up ads because it is easier than developing brand awareness. Online advertising was supposed to pay back start-up and operational costs and lead to profitability even as it financed free access to costly content. This is because most companies feel advertising is concerned with both information and motivation. It communicates information to potential consumers, users, suppliers, and investors. It motivates consumers to consume, investors to invest, voters to vote, and so on. It seemed like every company in the world caught on to this trend and consumers became overloaded with companies and products. It reached the point that people would not even look at the advertisements, defeating the purpose of the marketing. This is because online advertising weakens the advertising signal and drowns it in noise. Advertisers stopped advertising online because the medium's noise to signal ratio rendered their ads ineffective or even annoying. The people that react with hostility ... Free Essays on Internet Everyone in this day and age uses the internet. It has become a vital information and communication tool for business’ and recreational users. The dot.com industry experienced rapid growth during the nineties and a lot of their income was based on advertising. But something went wrong along the way with this advertising as it got out of hand with pop-ups and spam becoming an annoyance to the internet user. There are two major types of internet advertising: Banner advertising and pop-up advertising. Banner advertisements are located on the page that is being viewed. A pop-up ad is a type of window that appears on top of the browser window of a web site that a person has visited. The business of pop-up ads has literally exploded. You open one window and another one comes popping up, you close this new window and another one opens up. It seems like it is impossible to have a surfing experience now where you do not encounter a pop-up ad. Many companies prefer to use pop-up ads because it is easier than developing brand awareness. Online advertising was supposed to pay back start-up and operational costs and lead to profitability even as it financed free access to costly content. This is because most companies feel advertising is concerned with both information and motivation. It communicates information to potential consumers, users, suppliers, and investors. It motivates consumers to consume, investors to invest, voters to vote, and so on. It seemed like every company in the world caught on to this trend and consumers became overloaded with companies and products. It reached the point that people would not even look at the advertisements, defeating the purpose of the marketing. This is because online advertising weakens the advertising signal and drowns it in noise. Advertisers stopped advertising online because the medium's noise to signal ratio rendered their ads ineffective or even annoying. The people that react with hostility... Free Essays on Internet The Internet The internet will continue to shape the way businesses operate for some time to come, and while many e-business sites have come up only those that can find a way to add value to customers will succeed (Boone & Kurtz 230). The internet was of a lot of use to me during the whole project. From the start of the project I used the internet to help me search for aid organizations and get to know more about them from their sites. In most company websites I would find information like how many people the organization is helping at the moment, and its operating policy. There were also other sites some government and non-governmental that evaluates the different aid organizations, and advice donors which ones are good to donate to. As more and more companies go into e-business several opportunities are coming up for other companies. One of this is the virtual iris which has developed software which will enable ecommerce companies to have hundreds of images on their sites that allows visitors to zoom in on a product to see it up close before adding it to a shopping cart (ecommerce-guide.com). This type of business is called business-to-business (B2B) and it is gaining a lot of ground as companys come up to fill the niche created by emerging ecommerce sites. Most of the successful companies in this area have one thing in common and that is â€Å"Understanding that retailers prefer to focus on the business of selling their wares rather than becoming experts in the technological guts of an e-commerce siteâ€Å"(EcommerceTimes.com) During the course of the project the team members relied heavily on the internet to keep each other updated, whereas, normally its faster to call someone and confirm certain details. This doesn’t always apply in reality as not everyone has a mobile telephone, and even those who have them normally switch them off when they are in class or when performing other activities.Therefore, the need for email ... Free Essays on Internet â€Å"The Internet† The Internet has become very important in today’s society. The Internet connects people from around the world on a daily basis. The Internet is used for communication, trading, buying, and selling of stocks. The Internet is also vital to the advertisement industry. The Internet has caused a revolution in the way business is conducted in the twenty-first century. Businesses all across the world are making money through trading and communicating within seconds on the web. Samuelson 68) says, â€Å"Almost everything on it is being given away or sold at a loss†. If company’s loosing a great deal of money they would not continue to advertise on the Internet. The Internet helps companies, businesses, and also individuals bring in different amounts of income. Many individuals are turning to the Internet these days allowing the Internet Corporation to make billions of dollars. â€Å"In 1999 Internet ads amounted to 1.8 billion dollars out of the total United States advertising of the 215 billion dollars,† said (Samuelson 68). Many businesses spend millions of dollars to advertise their merchandise. This is the price you pay when you are in the world of making money. High class people are able to use this source of operation to connect to one another. The rural and urban people, also known as the lower class, sometimes are unable to afford the cost of having the web. Most can not even afford computers. â€Å"Where he (Kalisha 79) might be interested in free or discounted Internet service if a free computer was offered with it†. This goes to show that when Samuelson is saying money is being lost and people cannot make money he is wrong. The lower class people would love the chance to have access to the web, and be able to post web pages to get them recognized in the world. These people would be able to interact with billions of others each day. However, the Internet can also be used for evil purposes. ...

The linguistic mecanism to produce an allegorical message in a play Essay

The linguistic mecanism to produce an allegorical message in a play narrative - Essay Example Confounded with trying to discern the difference between symbolism and allegory, it is important, as a starting point, to pose one guiding definition of each of these terms. For purposes of this discussion, the term ‘symbolism’ refers to elements within a piece that transforms appearance into an idea and the idea into an image in such a way that the idea remains always infinitely effective and unreachable in the image and remains ineffable even if uttered in all languages. In other words, symbolism presents an idea in such a way that it cannot be separated from the image selected to portray it as well as impossible to describe as well in words regardless of the language used. Allegory, on the other hand, transforms appearance into a concept, rather than an idea. This concept is also transformed further into an image, but this time it is done in such a way that the concept can be grasped and described as something different from the image even as it is being expressed in it (Goethe, 1991, p. 88). With these two concepts – allegory and symbolism – clearly defined and separated, it is also important to realize that allegory can be developed through the use of personification and/or through conceptual allegory, the â€Å"presentation of the concrete to suggest a long train of mental associations, conscious and subconscious [†¦] the one-to-one recognition process of allegory† (Haworth, 1980, p. 14). Through this paper, it will be discussed how the character can become an allegory through the process of personification as well as how conceptual allegory emerges as a result of the careful use of narrative. The principle way in which this is done is through the use of semiotics. The term ‘semiotics’ is today defined as â€Å"the theory and study of signs and symbols, especially as elements of language or other systems of communication, and comprising semantics, syntactics, and pragmatics† (â€Å"Semiotics†, 2002). However, the first person

Advertising and promotion Essay Example | Topics and Well Written Essays - 1500 words

Advertising and promotion - Essay Example Different brands are differentiated by the creation of unique brand logos, brand names, brand values and brand designs as well as typefaces. The first step towards development of a brand is the assessment of the business, how it operates, and the kind of messages to be sent to the consumers. The company should work out its product competencies, assess the existing and potential customer, and find out the feeling of the customers about the brands after which the company considers the development of a new brand within its current customer perception. This is then followed by putting all elements together and creation of the brand (Clifton, 2010). A good example is Reebok from Adidas Group and Jordan Brand from Nike Inc, both which are sports wear brands. Creation of the Reebok brand was inspired by its fitness and its commitment to consumers by empowering them to be fit for life. The success of this product is based on its courage to challenge convention in innovative products developm ent and in the creation of new markets. The Reebok brand comes with different designs, color and strap lines. Despite of these different designs, the brand is highly differentiated with features which persuade customers to love it and even come more loyal to the brand. The Reebok brand and the entire Adidas Group are highly focused on the environment as part of its Corporate Social Responsibility. The company has developed an effective strategy to manage environmental impacts and risks from its brands, and this has promoted its brands value. The creation of Jordan Brand from Nike Inc was inspired by the dynamic legacy, vision and the direct involvement of Michael Jordan. The brand comprises of apparel, footwear and accessories. The creation of the brand was based on the assessment of the existing and the potential customers and the definition of the core competencies of the company. Different brand design, color, different brand names under the shelter of Jordan Brand and strap line s are parts of the Jordan Brand and its different images. The different designs of the Jordan Brand attract different consumers depending on their needs. With the use of different designs, the company is able to persuade different customers to love and like the brand and even increase brand loyalty. The brand values of Jordan Brand are indicated by its Corporate Social Responsibility towards investing in the community in sectors like creativity, sport and education. The engagement of the Jordan Brand in the community has mad the brand to remain active in the market as it has promoted the brand value. Section B: Segmentation, Targeting and Positioning Market segmentation is the process of subdividing the larger market into segments with similar wants, needs and market characteristics. It involves the identification of market portion which are distinct from each other in order to better satisfy all the needs of the consumers. Market segmentation can be achieved by dividing the market geographically, demographically, in terms of their behavior and psychology (Cant, Strydom and Jooste, 2009). Targeting is the process of selecting a certain group in the market in which the company intends to focus its advertising efforts. Targeting can also refer to a group of like minded individuals who are inclined towards similar products and who

Heart of Darkness Research Paper Example | Topics and Well Written Essays - 1500 words - 1

Heart of Darkness - Research Paper Example As Marlo and his men continue to travel into the core of Africa they discover that Mr. Kurtz is not the man they expected. Mr. Kurtz is a cruel tyrant who presents himself as a god who is worshiped by the local tribes. Heart of Darkness is about the human condition, it describes how humans can change their values over time and over the environment. It is about human corruption and how the pursuit of wealth and power poisons human values (Conrad, 13). In The Heart of Darkness the black people are hardly people, they are like metaphors for savage primitive man. The European brutalizes and enslaves the Africans. This cruelty is manifested in the novel Heart of Darkness through the Mr. Kurtz. Mr. Kurtz is seen to brutalize, humiliate and enslave the Africans. The Africans worshiped Kurtz as their god; this was brought about by fear. The Africans were mistreated by being forced into hard labor and forced labor. They were enslaved, beaten and even butchered. Mr. Kurtz hanged the heads of the butchered blacks around his homestead. This portrays the high level of imperialism as the activities of the colonialists â€Å"Mr. Kurtz† are inhumane and demoralizing (Youngbirg, 15). In the Heart of Darkness the black people are looked down upon, they are hardly people; they are like metaphors for savage primitive man. The Europeans brutalize and enslaves them regardless of their age, gender and culture. The European imperialism is deceitful as the Africans are lured into forced labor and slavery. All this is done to the benefit of the European people. The Africans suffer in the hands of the colonialists both physically and mentally, some of them are even butchered and their heads are hung in the imperialists’ compound as a sign of showing them how petty and useless they are to be treated like animals. The Europeans in the Heart of Darkness are seen as civilized and informed people. The civilization in the heart