Relativism Example Essay Example

Relativism Example Paper The theory of Moral Relativism suggests that no principle or value is completely right or wrong; it depends on the circumstances such as the particular society in which one lives in. This proves to be a problem when discovering the actual truth as people begin to think that the truth relies on who maintains it or that the only truth is their own. This can lead to truth having no significance because everything depends on the society to which one belongs to. This ideology originates from Ancient Greece at the time of Homer (8th century BCE). People within Greek society began to come across different ideas if what it meant to be moral. They questioned their own absolutist ideals, resulting in the discussions of the Sophists, a group of wise men, who disputed that all morality was relative what was right and wrong was different within every society. A Greek philosopher, Protagoras proposes that peoples main focus in life was to just get on with it; he says Man is the measure of all things. All they wanted was to fit in with their own community; the truth was an inconsistent and unpredictable idea. Protagoras said that nothing is absolutely right or wrong and that each person is their own final point of authority when making decisions. We will write a custom essay sample on Relativism Example specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Relativism Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Relativism Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Moral Relativism is also subjective, meaning that a persons values are relative to them and so cannot be judged objectively. This is important because we learn that we need to be tolerant of other peoples beliefs and behaviour as well as not to impose our beliefs or morality on other people. Moral Relativism allows people to choose their own code of behaviour as long as it is within the law of society, an act may be good for one person but bad for another, or good in one cultural setting but bad in another, but cannot be either good or bad alone. Consequently, we should not ask ourselves whether something is good or bad in general, but only whether it is good or bad in a particular situation. This is a teleological approach, as you are deciding whether something is good or bad depending on what the outcome will be. Thomas Hobbes, an English Philosopher, helped to develop the foundation for most of Western political philosophy from the perspective of the social contract theory. The social contract theory is the view that a persons moral and/or political responsibilities are dependant on a contract or agreement between them to form society and right or wrong is relative to this. According to the social contract theory, consent is the basis of government. It is because people have agreed to be ruled that governments are entitled to rule. Hobbes indicates that right or wrong is determined by the need for people to control their naturally selfish desires and to work for the interest and well-being of the group. He also points out that right and wrong are influenced by what is needed to minimise conflict and promote survival. John Leslie Mackie, an Australian philosopher wrote a book called Ethics: Inventing Right and Wrong. In his book, Mackie articulates that our moral beliefs do not shape the societies we live; rather our morality is shaped by society. He goes on to suggest that people want to believe morality has an objective truth, but that this is based on the psychological need to try and find an objective reality to base our views on and to give us confidence. However, there is no valid way of proving which moral view or belief is better as moral relativism requires us to be non-judgemental. Mackie concludes by saying that there is no real ultimate standard of right or wrong, which is a common relativist view. Cultural Relativism is less on a personal level as what is right or wrong depends on the culture. Cultural relativism is the view that all beliefs, customs, and morals are relative to the individual within his own social context. In other words, right and wrong are culture-specific; what is considered moral in one society may be considered immoral in another, and, since there is no universal standard of morality, nobody has the right to judge another societys customs. This means that we should adapt our behaviour to conform with the society we are in as well as behave in the way appropriate to the circumstances we are in. As a result, having good manners shows one has morality. Cultural Relativism is a pure example of the moral diversity amongst different cultures. For example, in Saudi Arabia the punishment for stealing may be to cut off a mans hand, however in this country the punishment is unheard of and thought to be brutal and unnecessary. This is what is known as the diversity thesis. Since, there is so much diversity across and amongst cultures there can be no one true morality. There are many other examples of culture clashes and rules of conduct for different places; however, for the relativist such differences do not present any problems because their own moral code applies to the society in which they live in. Moral Relativism is co-joining with religious authority. Many people in this day in age are not religious and therefore need some set standards of morality. Relativism also allows us to understand other cultures and to be tolerant of them. Nevertheless, Moral Relativism has its weaknesses and many Absolutists have criticised the theory. The Relativist says that you cannot have absolutist rules, yet they are contradicting themselves by saying, You must not judge anybody elses morality against your own, this is an absolutist rule. Another criticism suggests an important point, the Relativist approach is to accept and tolerate other peoples intolerant system. Respecting other peoples beliefs is difficult when they believe that the oppression of women is correct, for example. Some criticisms highlight that according to Relativists there is nothing wrong with slavery, torture or human sacrifice, if that is what a society practises then so be it. Additionally, Relativism gives little reason for behaving morally except to be socially accepted. There are several other flaws to the Relativist theory. For example, some statements are truly absolute, It is wrong to torture innocent people. Just because cultures vary, it does not mean there is no objective good. Along with this, ethical beliefs can change when they are challenged, primitive practises do discontinue. Moral relativism, because of its open-minded implications for ethics, is a matter of great importance; what we think about moral relativism matters. This is a situation where philosophy has a practical impact on society as a whole. It is important that the theory, and its consequences, are more widely understood in order to enforce true morality.

The Trip Essays - 9, The Prisoners, Free Essays, Term Papers

The Trip Essays - 9, The Prisoners, Free Essays, Term Papers Ms. Hoogewerf Writing College Success 18 September 2015 The Trip Tomorrow morning! You guys get up bright and early 8 am tomorrow morning and well go. Andrews dad muttered as he staggered out of the kitchen with another beer in his hand. I was at my friend Andrews house with my other friend Ethan. We were in the middle of discussing our plans for jet-skiing the next morning. I knew the plans werent going to go as planned as his dad was obviously drunk as could be. But we eventually decided to go along with it. After forcing ourselves awake the next morning, we walked into the living room to see his dad crashed on the couch. We waited and waited, he didnt budge. Jet skiing was officially out of the picture. I told you guys he was talking nonsense I muttered to my friends as I headed back to bed. I got up early to see your dad fast asleep in front of the TV? my friend Ethan asked Andrew angrily. You guys want to go to Adventure Island instead? said Andrews mom as she walked into the room. We looked at each other hesitantly. A water park full of scre aming kids who use the pools as a toilet? What could be better on a Sunday afternoon? Sure we said shrugging. We would try to make the best out of it. After an hour or so drive later we were walking into the park. None of us had been there in a while so we didnt know quite where to start. Andrews parents found some seats near the wave pool and set all their things down. You guys meet us back here when the park closes. That was 6 hours from then. We didnt think wed need too much time to slide down some slides and splash water in strangers faces. We picked one direction and ran until we came across something interesting. We stumbled upon the entrance to a slide. This looks decent Andrew claimed. We walked through the entrance and started heading up the long spiraled stairs. Excuse me gentlemen, a line is made to wait in, not cut. We turned around to see a short shirtless man with his 2 kids behind him. And then we saw the people behind his kids. And the people behind them. We had walked by a mile long line without even realizing it. This was going to take a while. 45 minutes later, we were getting ready to slide down. It was one pers on at a time so I decided to go first. I slid down into the dark enclosed tube as water rushed by my sides and splashed into my face. The tube open up halfway through the ride and I could finally see where I was. I stuck my arms out to my sides and gripped onto the sides of the slide. With all my strength, I held myself in place from slipping any further and waited for Ethan to slide down behind me. Surely he wouldnt be expecting this. After a few seconds, he rushed up behind me and screamed as he slammed into the back of me. We laughed hysterically as we continued to hold ourselves from sliding any further. Shortly after Andrew slid down and crashed into Ethan. Whats wrong with you guys?! Andrew yelled. If we dont hurry a whole line of people is going to ram into us! he yelled pushing us forward. We finally let go of the sides and continued to slide down. We picked up more and more speed and finally fell into the pool at the end. You guys cant come down at the same time! yelled the lifeguard to the side of the pool. Sorry! We got stuck! Ethan yelled back as he climbed out of the pool. You guys are idiots, we can get kicked out for things like that Andrew said swimming up behind us. I laughed to myself as I heard him say this. Kicked out of Adventure Island? The whole world is over! I screamed sarcastically. Alright fine, act like animals Andrew said letting out a sigh. I knew we wouldnt get kicked out for spicing the experience up a

History of Air Cargo Essay Example | Topics and Well Written Essays - 3000 words

History of Air Cargo - Essay Example Sir George-Cayley- a British aeronautical engineer deserves to be known as the father of aviation for his tremendous contribution in the field of flying. ("Aviation", 2005) Several experiments were made in the field of aviation between 1890 and 1901. In 1901, Langley tested and flew an unmanned quarter sized model before testing his full scale model called aerodrome in 1903, which operated on a gasoline engine. However, the machine achieved little success. In 1903, the Wright Brothers made the first successful flight. However, major developments in aviation was the result of the efforts made by Chanute, Lilenthal and Langley after 1885, who established a sound basis in experimental aerodynamics; but stability and control essential for sustained flight were yet to be achieved. Above all, the heavy steam engine was planned to be replaced by light gasoline engine. The world's first successful flight was made on December 17, 1903 in North Carolina by the Wright Brothers, in a heavier-than-aircraft under power and control. The first longest flight was flown for 260m in 59 seconds. In the following year, the brothers together made 105 flights, the longest b eing for over 5 minutes followed by a 38 minute 3 sec (38.9 Km) flight in the next year. In 1906, the first official flight in Europe was made in France by Alberto Santos-Dumont of Brazil for around 220m in 21.2 sec. The airplane which was self designed by Alberto was powered with a levavasseur 40 horsepower Antoinette engine. By the end of 1907, Henri Farman flew an aircraft built by Voisin in Europe for 1 min. In 1908, a flyer was demonstrated to the ArmySignals Corps at Fort Myer Virginie by Oriville, which was flown for over an hour and carried a passenger for the first time in the history of flying. Wright successfully accomplished flying on December 31st for over 2 hours and 20 minutes, with complete control of his flyer. Glenn Hammond Curtiss, New York was one of the most prominent American designer manufacturer and pilots of airplanes, completing the first solo flight on June 28, 1907 in a dirigible airship built by Thomas Baldwin. The aircraft was powered with a modified Cu rtiss engine of Curtiss motorcycle. On June 4th, 1908, the Scientific American trophy was awarded, for their flight in their third airplane by name the June Bug which covered a distance of 1552 m (5090 ft) in 1 min and 42.5 sec. Curtiss won New York world prize for his flight from Albany, New York to New York City. Curtiss became the first American to develop and fly a seaplane in January. Louis Bleriot- a French engineer flew across the English Channel in 35.5 min, in a monoplane, which was self

Revised Progress Report Assignment Example | Topics and Well Written Essays - 1000 words

Revised Progress Report - Assignment Example In the case of Chopsticks Express, they are targeting only the small amount of Chinese consumers, who are the students of the State College. My efforts would be to make consumers aware of the Chinese foods in the market along with highlighting how the local customers could be attracted towards Chinese foods. The role of supervisor has been important for this project, and I have been guided by my supervisor throughout the project and this has helped in improving the quality. I have been incorporating the feedback of the supervisor and will continue doing so. After receiving further feedback, the research will continue in steps for the submission of its final draft of the proposal. Work Completed I have received the approval and feedback from my instructor concerning my research based on my course, which includes supply and demand analysis in order to understand the competition in the restaurant market. The feedback from my instructor included instructions of carrying out my research a nd his instructions have been helpful in improving the work. Based on the feedback, I came to know by surveying the downtown area that Chinese restaurants are facing some direct competition from other Asian and American restaurants because some of the Chinese restaurants offer American or Asian based cuisine at lunch time. The draft proposal was due from 10th June and after purifying my research according to the feedback received, I submitted my final proposal on 19th June with my final topic of Research Information of Chinese Restaurants in State College. My research included the analysis of Chinese restaurants. 13 Asian and 8 Chinese restaurants are located in State College Downtown. Among the Chinese restaurants Chopsticks Express offers the authentic cuisine of Chinese. Chopsticks Express, which is situated at the central in the state downtown, has an advantage because it could attract more customers apart from the local Chinese customers. But the reason for not influencing othe r customers of the region, which I figured out from my survey, was that Chopsticks Express has a very crude environment. I found that majority of the people do not visit Chopsticks Express because of its unpopularity. The main weakness of the restaurant is that it does not have a welcoming environment and why would anyone want to visit a restaurant which does not have a welcoming environment? I read case studies about the restaurants, analyzed the competitive market of restaurants by supply and demand analysis. In the ending days of June, I was supposed to work on the demography part. Demography includes the study of population size. The study included sample size of 800 customers who received a questionnaire; these 800 people were those who belonged not only to the area of downtown but also those who visit downtown. The questionnaire was also conducted from the managers of the Chinese restaurants operating in the State College downtown area. The responses from the questionnaire I c onducted helped me to learn the importance of information; information plays an important role in terms of restaurant market. The responses suggested that awareness of Chinese food in the US is relatively low and only local customers like Chinese students prefer Chinese cuisine in the US. For determining the possible solutions for the Chinese resta

The Life of Claude Monet Essay Example | Topics and Well Written Essays - 1250 words

The Life of Claude Monet - Essay Example His mother was a musician and singing was part of Monet’s upbringing. His father was a shopkeeper but later was hired by hi half-sister Marie-Jeanne Gaillard’s husband called, Jacques Lecadre. The family had to relocate to Le Havre, on the Seine estuary, where Claude Monet received his primary education in a private school (Monet 2010 p. 1). Monet was an able and renowned artist who has produced masterpieces, nature being the focus of his pieces. It was at Seine estuary that Monet developed his artistic career. His love and perception recorded in his first youthful painting of the harbors, shores and small sailing craft. He learnt to appreciate nature and became sensitive of the weather. His hatred for school started as a young boy instead choosing to spend most of his time drawing images of his teachers in his copybooks. He spent most of his time along cliff and on beaches avoiding going to school. Monet’s love for the sea was immense and he claimed that, "I sho uld like to be always near it or on it, and when I die, to be buried in a buoy" (Monet 2010 p. 3). Most of the traits that made Monet a painter were evident by 1856 at age sixteen. He lacked faith in anything drawn from experience and was not religious. Monet was stimulated by hostility, diversity and lacked need for social approval. Monet was also very persistent in anything that he wanted to pursue. He was a heavy eater, and it was said that he ate food enough for four men. While pursuing his studies at Le Harve school of Arts, Monet started selling charcoal paintings to locals in the area. While studying under Jacques-Francois Ochard for several years, Monet met Eugene Boudin who helped him master oil paints and ‘Plein air’ techniques. After the passing away of his mother in 1857, Monet moved to live with his aunt Marie-Jeanne Lecadre (Artquotes p. 3). His observation of painters copying what famous artists had already done was evident in his tour of Louvre in Paris. As for Monet who travelled with his paints everywhere he went, he sat by the window and painted what was in view. He came closer to other painters during his visit to Paris. He met and befriended Edouard Manet. He went to Algeria and joined the first Regiment of African Light Cavalry in 1861, where he stayed for two years after contracting typhoid. Due to his unfulfilled work at Algeria, Monet agreed to join a university. While studying, he met Charles Gleyre in 1862 and met Pierre-Auguste Renoir, Alfred Sisley, and Frederic Bazille. They shared ideas on rapid and new painting techniques. Monet met Camille Doncieux during this time and in 1867, they had a son. Claude suffered financial difficulties and attempted suicide but Camille supported him and in 1870 they got married (Artquotes p. 6). Monet and Camille decided to leave France when the Franco-Prussian War broke out in July of 1870. They took refuge in England and it was here that Monet studied famous artists like, John Consta ble and Joseph William Turner. Monet then moved to Zaandam after his works were denied exhibition at the Royal Academy. It was until in late 1871 that Monet returned to France settling in Argenteuil near Paris. It was while at Argenteuil that Monet focused on developing his impressionistic style, where he painted the famous impression, sunrise in 1872 which he later named the impressionist movement. Camille was diagnosed with tuberculosis in 1876, and never fully

Heineken Is One Of The Worlds Pale Lager Marketing Essay

Heineken Is One Of The Worlds Pale Lager Marketing Essay Heineken is one of the worlds huge pale lager and is dedicated to grow and remain independent, made by Heineken International since 1873. The trade name that stands for the founders name Heineken is presented in almost all countries on the planet earth and is one of the worlds most valuable international premium beer brand. It is very popular in the United States, Europe and even Middle Eastern countries such as Egypt, Syria, Iraq and Sudan. Their international brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruz campo, Birra Moretti, Fosters, Maes, Murphys, Newcastle Brown Ale, Ochota,  Tiger, Sagres, Star, Strong bow  and  Zywiec. It is available in a 4.3% alcohol by volume, in countries such as Ireland. Heineken has been able to remain one of the worlds leading consumer and corporate brands for more than 130 years. Famous brands include Amstel, Europes third-largest selling beer, Cruzcampo, Tiger, Zywiec, Birra Moretti, Ochota, Murphys and Star. They are more than 119 breweries in more than 65 countries brewing a Group beer volume of 139.2 million hectolitres. In this report we going to Discover more about company, strategy, as well as their operations in EUROPIAN region. 1.1 History The Heineken story began more than 140 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in Amsterdam. Since then, four generations of the Heineken family have expanded the Heineken brand and the Company throughout Europe and the rest of the world. Values and principals Heineken morals and ethics are not a lavish: they are essential to every level of business. Heineken is committed in sustainable development, in optimiseing their financial results with nominal impact to business atmosphere. To do this, they abide with number of governing business principles and three other core values such as- respect, enjoyment and quality that reflect their passion for beer and respect for their employees, business partners, customers, shareholders and all others who are connected to company. 2.0 Marketing audit for Heineken The marketing audit is a fundamental part of the marketing planning process. It is conducted with implementation of the plan. The marketing audit considers both internal and external marketing planning, as well as review of the plan itself. PEST analysis is an audit of an organizations environmental influences with the purpose of using this information to guide strategic decision-making. The PEST technique involves assessing four sets of factors: Political/legal, Economic, Socio-cultural, and Technological. The assumption is that if the organization is able to audit its current environment and assess potential changes, it will be better placed than its competitors to respond to changes. PEST analysis is concerned with the environmental influences on a business.The acronym stands for the Political, Economic, Social and Technological issues that could affect the strategic development of a business. Identifying PEST influences is a useful way of summarising the external environment in which a business operates. However, it must be followed up by consideration of how a business should respond to these influences. The table below lists some possible factors that could indicate important environmental Influences for a business under the PEST headings: Political / Legal Economic Social Technological Environmental regulation and protection Economic growth (overall; by industry sector) Income distribution (change in distribution of disposable income; Government spending on research -Taxation (corporate; consumer) Monetary policy (interest rates) Demographics (age structure of the population; gender; family size and composition; changing nature of occupations) Government and industry focus on technological effort -International trade regulation Government spending (overall level; specific spending priorities) Labour / social mobility New discoveries and development -Consumer protection Policy towards unemployment (minimum wage, unemployment benefits, grants) Lifestyle changes (e.g. Home working, single households) Speed of technology transfer -Employment law Taxation (impact on consumer disposable income, incentives to invest in capital equipment, corporation tax rates) Attitudes to work and leisure -Rates of technological obsolescence -Government organisation / attitude Exchange rates (effects on demand by overseas customers; effect on cost of imported components) Education Energy use and costs -Competition regulation Inflation (effect on costs and selling prices) Fashions and fads Changes in material sciences Stage of the business cycle (effect on short-term business performance) Health welfare Impact of changes in Information technology Economic mood consumer confidence Living conditions (housing, amenities, pollution) Internet! 2.1.1 Political Efforts to reduce levels of alcohol consumption: Governments conduct promotion to change public consumption, e.g. anti-drink and drive behaviour. Associated with this is increased regulation on the nature and style of alcohol advertising. For example, it is prohibited in Austria, Denmark, Finland, Norway and Sweden. Alcohol promotion has been banned on TV in France and, in the UK to reduce its influence on younger TV and radio audiences. 2.1.2 Economical Implementation of the Single European Market (SEM) enabling freedom of movement of goods and services, people and capital across national borders brought opportunities and threats to the brewing industry. It has allowed firms to invest equity to acquire full-ownership of established breweries across Europe, rather than minority holdings. At a production level, it has encouraged the location of breweries and associated logistics distribution centres to be made on cost-efficient criteria rather than regional or national obligations, enabling an international, and even global, approach to beer production. At the same time, the European logistics industry has been liberalized in the lead up to 1992 with the removal of national licenses, quotas and control within the road-transport sector, although there remains a dominantly national flavor to its provision. As yet, the unification of taxation, especially excise duties across Europe which could ease administration, is only under discussion. The difficulties of implementing the proposals are considerable. However, with the current variations in excise duties encouraging a black market, especially between the UK and France, movement is afoot to reduce the extreme variations. The publicity associated with the substantial cross-Channel movement (or bootlegging) of alcohol and tobacco products between France and the UK, with adverse repercussions for UK suppliers and tax collection for the Exchequer, has concentrated minds on finding a solution to the taxation disparities. The brewing industry relies on economies of scale in both production and distribution to be successful. The removal of trade barriers, with the chance to capitalize on economies of scale, is helping companies, especially those operating within small domestic markets. Both Heineken in the Netherlands and Carlsberg in Denmark have been obliged to internationalize as their own domestic markets are too small to provide sufficient scope for economies of scale for desirable growth. Expansion through joint venture, acquisitions and mergers, together with licensing and strategic alliance, has enabled an extension of brand franchising and complementary brands. 2.1.3 Social Provision of environmentally friendly packaging: In Germany and Denmark drinks require returnable bottles for re-cycling and, since 1995, at least 65% of packaging has had to be re-usable. In Denmark cans are banned for in-country production, although, due to European Union (EU) competition rules, import exemptions allow high imports of canned beer, from Germany in particular. These regulations incur short-term increases in the costs of packaging and distribution as new technology is introduced to meet the requirements. 2.1.4 Technological Heineken use their technology to keep detailed documents of shipping, in their warehouses to make the beer more efficiently and for shipping purposes. 2.2 SEGMENTATION TARGETING POSITIONING proceeds to segment the market, select the appropriate market target, and develop the offers value positioning. The formula segmentation, targeting, positioning (STP) is the essence of strategic marketing. (Kotler, 1994, p. 93) . The process of market segmentation can also consist of the selection of those segments for which a firm might be particularly well suited to serve by having competitive advantages relative to competitors in the segment, reducing the cost of adaptation in order to gain a niche. This application of market segmentation serves the purpose of developing competitive scope, which can have a powerful effect on competitive advantage because it shapes the configuration of the value chain. (Porter, 1985, p. 53). Segmentation is the process of identifying sets of consumers. These sets must be homogeneous, distinct, attractive and reachable. It use demographic (i.e. age), geographic (i.e. ZIP codes), and psychographic (i.e. attitudes) information to describe and separate groups. Segmentation requires the marketer to look at pools of potential customers from multiple angles to consider their areas of focus. Heineken focuses on youth in different locations. Targeting a specific segment or segments requires the evaluation of multiple segments. Choices can be hard to make and sometimes seem arbitrary. To aid the marketer, metrics for the most important criteria should be associated with each potential segment. In the end, the segment(s) with the greatest potential should be selected. Europes largest brewer, Heineken NV, is to embark on an acquisition spree and attempt to make its flagship lager brand more appealing to young consumers as increased competition and sluggish sales continue to blight its more mature beer markets. Positioning Gunter and Furnham (1992) prescribe that after selecting target markets the trategist should develop positioning objectives to then develop them into a detailed marketing mix. However, Aaker (1996) recommends developing the positioning objective only after the brand identity and value proposition have been developed. In exploring the latter, it is useful to understand Aakers definition of positioning is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Kotler (1994) refers to it as the unique selling proposition. Heineken is the worlds most valuable International premium beer brand Heineken hopes to consolidate its position within the high growth Romanian beer and mineral water market by acquiring Transylvania based brewer bere mures for an as yet undisclosed fee. As of 2009, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people 3.0 Global Brand Development: Since stage of beer market development in each country is different strategy should be used. In embryonic markets (Africa, Eastern Europe) pushing strategy is suitable. In growing markets (Italy, Spain, Japan) both pushing and pulling strategies are agreeable. In mature markets (North and Central Europe, Australia,USA) pulling strategy is the best. Global positioning target can be achieved through creative marketing communication. Heineken should develop a number of high-profile, quality television campaigns with universal appeal, featuring high profile, contemporary celebrities. However, within the marketing mix, there will always be a requirement for locally driven campaigns and support. By connecting to local situations, consumer will develop a greater emotional tie to the company. The term marketing mix refers to the primary elements that must be attended to in order to properly market a product or service. Also known as The 4 Ps of Marketing, the marketing mix is a very useful, if a bit general, guideline for understanding the fundamentals of what makes a good marketing campaign. Product product refers to products or services. The product or service that offer the needs to meet a specific, existing market demand. Or, product should be able to create a market niche through building a strong brand. Heineken maintains it beer quality and special taste Price: The price that set for Heineken product or service plays a large role in its marketability. Though Heineken has many competitors Heineken maintains its quality and price. It changes it price according to the situation and location. Place: Heineken has huge marketing in Ireland and Netherlands. Compare to other brands Heineken is not available in all retails stores frequently. Promotion: Heineken has quickly recognised that consumers are increasing seeking value and positivity in the current recessionary environment. 3.1 Market entry Heineken has a pragmatic view taking a cautious approach to entering new markets. While it encourages organic growth, it has expanded by using a combination of direct export, licensing, joint venture, strategic alliance and acquisition. While it exports its premium Heineken brand from its plant in Amsterdam in the Netherlands, it is also involved in local regional production. A typical entry strategy has been to begin by exporting using intermediaries such as local distributors, and then to develop licensing production agreements through joint ventures with local brewers. Ultimately, the goal is to acquire full ownership and control of the local production wherever possible. The Netherlands Heineken has been the dominant market leader in its home base in the Netherlands having 53% of the market in 1991, well above its competitors Grolsch (15%) and the 15% taken by Interbrews subsidiary Verenigde Brouwerijen. Unfortunately, the Heineken brand market share, 45% in 1980, itself dropped to only 30% in 1991. In response Heineken introduced the Amstel and Buckler brands, the latter being the first non-alcoholic beer available on draft. Uk In the 1960s, when Heineken entered the UK, the beer-drinking public was not familiar with the strong beer being drunk in other European countries. Consequently, it made a licensing arrangement with Whitbread to brew a weaker version of standard Heineken brand (3.6% alcohol by volume (abv) ) that proved popular with lager drinkers. By 1990, about 10% of all lager drunk in the UK carried the Heineken brand. As beer drinkers became increasingly familiar with the continental brands, the Heineken Export Strength (5.0% abv) was introduced which Whitbread also brewed under licence. In 1993, the UK was the second largest market for beer in Europe, consuming 224 pints per head of population, although that level dropped to 218 pints per head in 2002 (Tighe, 2003). The pattern of consumption is different from the rest of Europe with more than 80% being drunk in pubs, many of which are linked, or tied, to breweries. Heinekens route was through access to Whitbreads distribution network through a licensing agreement. Interestingly, these ties were broken in the early 1990s when the Conservative government introduced legislation to increase competition. This obliged Bass to dispose of its 7,500 pubs most of which were expected to become independent small businesses. In practice, most were acquired by Pubmaster which currently owns 8,500 pubs, reflecting the continued concentration of ownership within the brewing distribution network. Ireland In 1993, Guinness and Heineken dominated in Ireland with a combined market share of about 85%. From the 1970s the Heineken brand was produced under licence until Heineken acquired its own production site in 1983. Murphys stout was a particular success story, becoming the number two brand of stout (behind Guinness) in both Ireland and the UK; by 1993 it was also being sold in the US and France. Italy Heineken entered the Italian market in 1960 when it acquired a minority stake in a small brewer. This was extended in 1974 when Heineken and Whitbread each bought a 42% holding in the company, renamed Birra Dreher. By 1980, Heineken was the sole owner of Dreher having acquired Whitbreads 42% share. Mergers with two former Henniger breweries strengthened Dreher so that, by 1993, it had a 25% share of the Italian market behind the market leader Peroni with about 40%. Despite the decline in the Italian beer market being more severe than in other European markets, Dreher maintained its margins although its market share fell. The Heineken brand retained its position, while its Buckler brand benefited from the increasing growth of the non-alcoholic segment. As in other countries, Heineken, in this case through Dreher, increased its control of the distribution network by purchasing a number of drinks wholesalers. In 1991, Heineken began importing its other Heineken brands into Italy to prov ide more effectively for the premium beer segment. Greece In 1965, Heineken entered a joint venture agreement for Athenian Brewery to produce the Amstel brand. By 2002, it had 98.8% ownership and a dominant 70% or so of the Greek market. This enabled it to strengthen its own Heineken and Amstel brands, and to import its associated Dreher and Coors beers. Heineken still dominates the Greek market. France In 1982, Heineken acquired Albra, which had an 8% market share and owned two breweries in France. In 1984, Albra was merged with Brasseries et Glacieres International to form the Sogebra group which in 1993 had 25% of the beer market, challenging the market leader, BSN Kronenbourg (50%). With the successful re-organisation of the Sogebra group, Heinekens fortunes continued to improve. However, the poor economic climate of the early 1990s, together with the increased competition for limited shelf space among retailers, has been challenging. Spain In 1984, as Spain was preparing to join the EU, Heineken purchased 37% of the local El Aguila brewer and increased its holding to a 51% controlling interest by 1993. El Aguila suffered from outdated production techniques and poor branding which necessitated investment in production and some re-structuring with resulting labour redundancies and short-term losses. The Aguila Pilsner brand was positioned for the standard market segment and a new Adlerbrau brand was introduced targeted towards the premium segment; Adlerbrau was then itself replaced by Aguila Master. Spain was a challenging market where many small family breweries operated within a federal infrastructure so hindering the implementation of economies of scale. Nevertheless, the Spanish market was attractive, with beer consumption the third highest in the EU, and increasing from 51 litres per capita in 1978 to 71 litres in 1989. Not surprisingly, by 1991 other companies were intent on acquiring a slice of the market through similar joint venture arrangements. They included Guinness/Carlsberg (Cruzcampo), the French group BSN (Mahou) and San Miguel Philippines (San Miguel). 4.0 Heineken SWOT Analysis Heineken SWOT Analysis company profile is the essential source for top-level company data and information. Heineken SWOT Analysis examines the companys key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. 4.1 Strengths The taste of Heineken beer is unique. The yeast that is used to make Heineken beer till today is developed in 1886.so the taste uniqueness of it has been there for a hundred years Heineken is the worlds second largest beer manufacturer.They produce 5.6 billionl liters of beer each year. second only to anheuser busch who produce 10 billion ltrs . This gives economics of scale and a platform for futher expansion of their market capitalization. In some markets like U.S.A and Hong Kong the Heineken brand is perceived as a premium brand and has successfully established a brand image. Heineken has owned subsidiaries in Netherland, France and Ireland whereas they held majority stake in 15 other breweries all over the world.Which gives Heineken a global presence. 4.2 Weaknesses Insome countries the brand image of Heineken was too narrow such that the brand was seen appropriate for special occasions only, While in other countries like Latin America the brand is viewed just another imported European beer .In Netherlands It was viewed as a mainstream brand. The company has limited its reach to the European and the Western countries and there still lies a scope for scaling up in countries like India where the beer is just imported and thus making it impossible to penetrate deep down No production base in some area and TV commercials are just aired in larger markets Lack of integrated marketing campaign Lack of worldwide advertising campaign 4.3 Threats Increase in drunk driving laws Competitors increasing market share Mergers and acquisitions of other breweries Other Breweries are becoming much larger than Heinekens Brewery 5.0 Recommendation to achieve the global brand Introduce a number of innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain. Heineken has a strong brand tradition. In order to flourish its  brand reputation  across the world, convince the consumers that the brand is some way superior. Develop a relationship with customers, build  affinity  between brand and customers bysponsoring international rugby tournaments, and world soccer tournament such as -( the Champions Leagues, the UEFA Champions League,  worlds premier club) where target audience of men from all over the world gather in one place. Building the brand  recognition  for long-term  to differentiate the brand Heineken and be sure to add value to the product in order to get the brand loyalty. (For example, Heineken can maintain its good quality or create benefits for society and culture, and provide an emotion to its consumers. 6.0 Strategies Macro analysis Heineken has been able to remain one of the worlds leading consumer and corporate brands for more than 130 years. It confronts directly the challenges in many of our markets to deliver organic profit growth, but also focuses on building the long-term future of our brands and business. 6.1.1 Current strategies Key focus is on driving the growth of our brands and improving our financial performance on ensuring that acquisitions, partnerships and distribution strategies create value. The focus is also on enabling our employees to use their potential and building a true performance based culture. Heineken aims for sustainable growth as a broad market leader and  we aim for segment leadership. In both cases, the Heineken brand plays an important part. We establish broad leadership usually by acquiring strong brands, which are combined into a new, larger company. Offering training to the employees, improving the organization, and introducing new technology then reinforces the positions of the local beers. This results in economies of scale that create a distribution network for both the local beers and Heineken beer. If a market is already in the hands of other brewers, we devote all our energy to developing a premium segment with Heineken beer, and if feasible, specialty beers. The goal of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The  four priorities for action include:   To accelerate sustainable top-line growth. To accelerate efficiency and cost reduction. To speed up implementation: we commit to faster decision making and execution.   To focus on those markets where we believe we can win. 6.1.2 Failures in strategies Heineken: Declining sales volumes now should explore new Strategies. An expected drop in revenues for Heineken has been more than cancelled out through cost-cutting measures and a shrewd pricing strategy. While beer volumes have suffered during the recession, this can be seen as the continuation of a more established trend. Plant closures have helped Heineken to reduce costs, but future profits will need to be driven by alternative methods. Heineken has revised its profit forecast for 2009 and now expects low double-digit growth for the year overall. The third largest brewer in the world reported a 4.7% decline in volume sales, but strong cost-cutting measures and a sound pricing strategy have allowed the company to further grow its profits. Beer v olumes have been badly hit by the recession, but this is largely a continuation of a longer and more established trend in established markets. The category has lost significant custom to the wine and spirits segments in recent years, as beer has garnered a particularly unhealthy reputation. Consumers beer preferences were once widely predicted to enjoy Resistance to the recession, but this has not proved to be the case and many consumers have switched to cheaper brands, with notable gains seen in the private-label beer market. Heineken has been able to drive profits through an array of cost-cutting measures. A number of plants were closed after Heinekens purchase of Scottish Newcastle. This acquisition gave the company the largest share of the European beer market, which allowed the undertaking of consolidation through the plant closures. Heineken has also increased prices, which has helped to offset some of the volume declines. Price rises in the beer category have become commonplace, but the company has ensured that its prices remain competitive without compromising the integrity of the brand. The expected results from Heineken demonstrate the possibilities that still exist during a recession. Cost-cutting measures have improved profits and will leave the company in a stronger position during a recovery. However, reducing costs can only fuel profit growth for a finite length of time, and the company must ensure that it continues to grow its business in developing markets while consolidating in the established markets of Europe and the US. 6.1.3 Implementations: The basic strategies of Heineken is to capture the local market. By merging with local firms Heineken has started capturing local market. Merger and acquisitions seems very good at for the present situation but according to servey (Dg internal market and services , 2005). 7.0 Recommendations: Heineken is one of the strongest products in the market and is dedicated to grow and remain independent, made by Heineken International since 1873. From the above repost accomplished that from macro analysis, there are positive conditions in Europe to increase profitability of Heineken. There are number of other steps in marketing plans can improve sale of Heineken. The Heineken brand can be developed through the distinctive characteristics of the marketing communication mix: multiple form of marketing communications are needed to communicated the value benefits of a product or market offering to larger and larger numbers of actual and potential consumers The value benefits of a product or marketing offering is communicated to the target market through three modes: marketing communication mix, mass marketing forms of communication , personal marketing forms of communication Creating strong associations and responses in the consumers mind: creating awareness of the brand, establishing the brand image brand judgments and feeling , and creating strong consumer-brand connect By designing a marketing communication strategy that delivers a consistent message that aims at informing, persuading, and reminding consumers- directly or indirectly about the products and brand for sale in the market segment It should focus on the markets that are in the embryonic stage and also on the developing markets and one of the being India, Heineken still has not penetrated India and the beer that is available in through imports. Company does not have fixed group that looks into marketing communication mix They should go like When in Rome, do as the Romans do that signifies that the communication mix should be different from country to country, and it should be significantly referring to the personalization of the masses representing the target population of a particular. It should keep learning from what happened to other brands that entered into foreign markets and did not do well and they should learn from their failures

Business Ethics :: essays research papers

How to behave toward oneself and toward other individuals is a matter of making choices: whether to be friendly or unfriendly; whether to tell the truth or lie; whether to be generous or greedy; whether to study in order to pass an exam or to spend valuable study time watching television and cheat to pass it. These, and all other questions about how people act toward themselves and one another are dealt with in a field of study called ethics. Another name for ethics is morality. Because both words suggest customary ways of behavior, they are somewhat misleading. It had to do with what should or should not be done. Divide practical wisdom into two parts: moral philosophy and political philosophy. They’re defined together as a â€Å"true reasoned state of capacity to act with regard to the things that are good or bad for man† (Drucker, 1996). One statement of the problem is business organizations, as well as members of society in general, are plagued by the fact that there are liars, cheats, and thieves among us. Liars, cheats, and thieves are not new nor are they likely to disappear. People will do anything and go to whatever extent to get what they want. This is why there’s a lack of ethics. Definition of terms: The word ethics is derived from the Greek ethos, meaning â€Å"character,† the pattern of behavior or personality found in an individual or group; moral constitution, moral strength, self discipline and fortitude (Compton’s Interactive Encyclopedia). The other is from the Latin mores, meaning â€Å"custom† (Compton’s Interactive Encyclopedia). Business Ethics refers to what is right or wrong, or good or bad, human behavior. The concept of business ethics is â€Å"being able to look at your face in the mirror†(Drucker, 1996). Ethics is a code of conduct and values that is accepted by society as being right and proper. Code of ethics is simply a compilation of the rules that are meant to govern the conduct of members of a particular organization or profession. Moral philosophy and political philosophy is true and reasoned state of capacity to act with regard to the things that are good or bad for man. In the daily scramble to get ahead, earn a profit, and outwit competitors, some people don’t play by the rules. Sometimes the culprits are respected and ordinarily well-behaved persons even though they are accused of a crime or offense. Business Ethics :: essays research papers How to behave toward oneself and toward other individuals is a matter of making choices: whether to be friendly or unfriendly; whether to tell the truth or lie; whether to be generous or greedy; whether to study in order to pass an exam or to spend valuable study time watching television and cheat to pass it. These, and all other questions about how people act toward themselves and one another are dealt with in a field of study called ethics. Another name for ethics is morality. Because both words suggest customary ways of behavior, they are somewhat misleading. It had to do with what should or should not be done. Divide practical wisdom into two parts: moral philosophy and political philosophy. They’re defined together as a â€Å"true reasoned state of capacity to act with regard to the things that are good or bad for man† (Drucker, 1996). One statement of the problem is business organizations, as well as members of society in general, are plagued by the fact that there are liars, cheats, and thieves among us. Liars, cheats, and thieves are not new nor are they likely to disappear. People will do anything and go to whatever extent to get what they want. This is why there’s a lack of ethics. Definition of terms: The word ethics is derived from the Greek ethos, meaning â€Å"character,† the pattern of behavior or personality found in an individual or group; moral constitution, moral strength, self discipline and fortitude (Compton’s Interactive Encyclopedia). The other is from the Latin mores, meaning â€Å"custom† (Compton’s Interactive Encyclopedia). Business Ethics refers to what is right or wrong, or good or bad, human behavior. The concept of business ethics is â€Å"being able to look at your face in the mirror†(Drucker, 1996). Ethics is a code of conduct and values that is accepted by society as being right and proper. Code of ethics is simply a compilation of the rules that are meant to govern the conduct of members of a particular organization or profession. Moral philosophy and political philosophy is true and reasoned state of capacity to act with regard to the things that are good or bad for man. In the daily scramble to get ahead, earn a profit, and outwit competitors, some people don’t play by the rules. Sometimes the culprits are respected and ordinarily well-behaved persons even though they are accused of a crime or offense.