British Petroleum Essay

2. Introduction BP is one of the largest multinational corporations in the world. According to CNN (2011), BP is the fourth largest multinational corporation in the world and employs over 80,000 people and making annual revenue of $392 Billion. BP has massive influence on the global economic climate and has the operation capacity to affect stakeholders. This essay will analyse BP’S current stance using Porters five forces. It will also establish who are the most important stakeholders and suggest strategies that can be used in future. 3. Porters Five Forces This looks at he external factors that can affect which include new entrants, buyers, suppliers, substitutes and competition and can affect productivity of a business as seen in appendix A. 3.1 Threat of New Entrants The threat of new entrants into the oil and gas industry is relatively low. This is a result of the high capital costs and technology, distribution channels, economies of scale, regulations and geopolitical barriers and the high levels of expertise required for exploration and extraction. (Mascarenhas, 1997) This makes it relatively easy for the oil and gas industry to fend of potential entrants; however the investment in relation to profit returns with suitable environmental and technical environment is relatively high. 3.2 Rivalry Rivalry in the oil and gas industry is relatively high because of the resource based nature of the business. There is severe competition to locate and secure drilling licenses between the major players and the cost of expedition and production is relatively high. The main source of competitive advantage in his industry is to cut down the costs of production per unit produced. 3.3 Substitutes for Oil and Gas Products The threats of substitutes for oil and gas products are low and come from  wind, nuclear, hydroelectric and biomass. Wachsmith et al (2013) states that solar power, wind power and other substitutes for oil and gas products are not yet efficient enough to challenge oil and gas products as they can be affected by environmental factors. Other substitutes such as Nuclear power can cause devastating harm to the environment in the event of unprecedented spillages and reparations would be extremely costly. However, BP is currently embarking on projects to diversify the range of their energy production sources into wind power and biofuels which yield less carbon emission.(BP, 2014) 3.4 Buyers Buyers are both industrial and individual consumers. Consumer power is relatively low because suppliers have an incentive to keep supply low in order to control oil prices. Also OPEC has the power to limit the amount Oil in the market and can alter this to the benefit of the producer to achieve the highest possible price. (Radetski, 2012) The consumer is the price taker. 3.5 Supply Supplier power in the oil and gas industry is high. This is because of the constraints attached to the supply of the output by OPEC and countries resource management levels. (Radetski, 2012) This enables suppliers to control oil prices to an extent while working in unison to the regulations of overseeing organisations and countries of operations they can decide to seize BP’S output if terms and conditions of resource exploitation are not met. 4. Stakeholders The major BP stakeholders are suppliers, environmental organisations, countries of operation and oil production governing organisations. 5. Conclusion This essay has given a short account of BP’s stakeholders using Porters five forces as a model and identified the major stakeholders. This study has shown that suppliers, countries of operation and governing bodies play a  major role in the success of BP. These finding suggest several courses of action for BP which include: †¢Abiding by the rules and regulations of both countries and governing organisations. †¢Maintaining a frugal means of production and investing in more efficient methods of production †¢Maintain good relationship with government to secure more oil blocs. †¢Caution should be taken when mining to reduce hazardous environmental effects as they will call for reparations and damage government relationship. 6.Appendices Appendix A: Porters Five Forces (own source)

Christian man Essay

Miller re-defined what a hero is 1949. He did this because up until this point it was Aristotle’s definition that writers followed when writing a tragic drama. Aristotle wrote that it was only a character with nobility from birth could become a hero. This means that only a character that is a King or a nobleman could become a hero. Aristotle also said that a hero is a character that overcomes a conflict with a higher power, usually the Gods. However Miller wrote in 1949 that a hero could be any character that ‘to secure one thing – his sense of personal dignity. ‘ This shows us that Miller thought that any character could be a hero as long as he had the willingness to become one. Miller also seemed to think that rather then a hero fighting a higher power he could fight against his own society (which may include fighting a higher power) to ‘gain his ‘rightful’ position in his society. ‘ Miller argued that the common man could become a hero. He said that he â€Å"believe that the common man is as apt a subject for tragedy in its highest sense as Kings were. † This basically meant that commoners were as suited to be heroes as Kings were. This completely re-defined who heroes were and who they could be. This opened up the range of different characters that writers could introduce in a tragic play and therefore led to more of this type of plays being written. Miller also defined a hero as a flawed character who is broken down to his raw core and then he is built back up again (in the eyes of the audience) through his heroic actions. This new definition shows us that Proctor is the ideal character for a hero in the play. He is an honest, working man and he has sinned but he is ready to end his sinning and become a true Christian man. We can see this by the way he is ashamed of his sin with Abigail and the way that he tells her that it is over. The audience can now see that he is trying to regain his dignity and pride. The audience can also see, by the end of Act 1, that Proctor is the main individual that may become a hero throughout the play. This leads the audience to forge assumptions of Proctor’s future actions and reactions. After the conversation between Proctor and Abigail, in Act 1, of their relationship and previous affair the audience has preconceived ideas of Elizabeth and her relationship with Proctor. The first we hear of Elizabeth is at the beginning of Act 1 when Abigail is talking to Parris. She says that Goody Proctor is a ‘bitter woman, lying, cold, sniveling, woman. ‘ This is all brought about because Goody Proctor dismissed Abigail from her services, secretly for her affair with John, however Abigail says it is because she would not be a slave for Goody Proctor. This is the first the audience hears of Elizabeth and at this point they do not know of the affair between Proctor and Abigail so they have no reason to question Abigail’s information of Elizabeth. Also up until this point in the play Abigail has been admitting to her misdeeds. Again this gives the audience no reason to question what Abigail says. The opinion of Elizabeth given to Parris from Abigail suggests that Elizabeth is mean as she was spreading rumors of Abigail. The audience knows that at the time in which the play was set young girls had many rules of conduct that they had to follow, shown in the way that the girls will be punished for dancing. If Abigail hates a woman so much that she talks of her in such a ruthless manner to an adult then the audience may conclude that Elizabeth is an evil character. This depends on the audience’s thoughts of Abigail. I think that they would perceive Abigail as a bad character. I think this because of what has been revealed about Abigail. At this point we know of her affair (‘I know how you clutched my back behind your house’ and ‘I know you, John’) and of the potion she drank to kill Goody Proctor (‘You drank a charm to kill Goody Proctor’). Both of these facts give the audience the idea that Abigail is a troubled, evil character. ‘Evil character’ is supported by the way that Abigail threatened the other Girls in Act 1, ‘I will come to you in the black of some terrible night and I will bring a pointy reckoning that will shudder you’ she said. When the audience learn of the affair between Proctor and Abigail they assume that the relationship that Elizabeth and Proctor is not a loving one. They would argue that if it were a loving relationship then Proctor would not have engaged in an affair. When Abigail and Proctor are arguing over Elizabeth Abigail says ‘you bend to her John. ‘ This makes the audience think that Elizabeth is threatening and has great power over John, this is seen as a very bad quality. In the 17th century the man in a marriage was the boss and the threatening character, to see a woman being portrayed like this is quite shocking to the audience. Elizabeth is expected to be an unloving and gossiping character by the audience. These two characteristics are shown by the way that John had an affair and when Abigail says that Elizabeth is ‘blackening her name. ‘ Both of these traits would have been frowned on in the 17th Century, Elizabeth was expected to be quite, loving and obeying as a wife in this time period. This shows us how what others say can affect the audiences opinions. This is very important. If Elizabeth and Proctor had an unloving relationship when John dies at the end of the play the audience would be not quite as attached to him. If he had an unloving and hard time in his home life some may see him dying as a blessing. When Elizabeth is introduced in Act 2 for the first time she is singing to her boys. This suggests that she is a caring mother, she is singing which is a loving trait. She is introduced as a calm, caring mother making the audience take notice because they immediately think that their perceived idea of her is completely wrong. Her singing shocks the audience because they may have expected her to be shouting and ruling the house as Abigail’s comments had suggested in the previous scene. However there is still some credibility in the suggestion that the character is unfeeling as she has not spoken to Proctor. Her first line to Proctor is an accusation ‘What keeps you so late? ‘ This keeps alive the idea that though she may not be evil she still seems cold. It will be thought by the audience that if the Proctors had a strong, loving relationship Elizabeth may have welcomed Proctor, kissed or hugged him. In the first snippet of their long conversation at the beginning of Act 2 there are many more accusations made between the couple, and even if the inquiry is not made an answer is provided. For example when Proctor comments on the stew ‘It is well seasoned. ‘ Just before Proctor sits down to dinner with Elizabeth he re-seasons the stew without her knowing. This symbolizes many different things about the Proctors. Firstly I think the seasoning of the stew symbolises the couple marriage. I think it shows the audience the lack of heat, passion and ‘seasoning’ that the couple seems to have between them. Also, I think that John seasoning the stew shows his love for Elizabeth and wanting to please her. I think that he seasons the stew so that he can make an honest compliment to her later about it; he knows that the compliment will please her. The audience may feel that when Proctor is eating the stew the atmosphere is uneasy. Proctor’s comment of the stew may suggest that Elizabeth is asking for his acceptance. Though when Proctor kisses her after his meal it says in the stage directions that she accepts it but he is left disappointed. This suggests that though she wants his approval she does not wish for his tenderness. This shows the audience that though Elizabeth is a fragile character (she needs Proctor’s acknowledgment and approval of her cooking) she is not necessarily a loving, affectionate character. Elizabeth shows how fragile she is throughout Act 2; for example when John questions her over letting Mary go into Salem – she says Mary ‘frightened all of her strength away. ‘ The kiss in Act 2 leaves the audience with speculation over the couples relationship. However it has a much more important role later in the play. In Act 4 when Proctor dies there is another kiss shared between the Proctors. The audience can compare this to the kiss in Act 2 to confirm any variation in the relationship between the couple. If it is even less affectionate the audience will feel that if Proctor dies he is not leaving a lover behind and there will be less hope that he will not die. However if it is more passionate the audience will think that the couple are much closer and the relationship has blossomed in that last 3months. They will be seen as a much bigger tragedy for Proctor and Elizabeth to lose the new stronger relationship that they have obviously not had for a very long time. This shows us how important the kiss in Act 2 is. At the end of Act 2 Elizabeth is accused of being a witch and is taken to the jail. Proctor promises to get her out of jail and bring her back home. This is where the hysteria that the play accelerates. Act 3 starts with the court hearing of another woman who has been accused like Elizabeth. The hearing is very biased and the judge seems convinced in his verdict from the beginning giving the impression that the court hearing is simply for show and that it is realistically impossible for the ruling to be in favour of the defendant. This makes the audience worry that Elizabeth will have an unfair trial and she will hang for her ‘sins. ‘ We see the first accusation made in the scene quite early on. It is made from Judge Hathorne to Martha Corey (the defendant) ‘I am innocent to a witch. I know not what a witch is. ‘ ‘How do you know then, that you are not a witch? ‘ Here we see how a witch is prosecuted, this makes us think of fragile Elizabeth and wonder of how she will cope under the strain of court. Here we also see the power used by Hathorne. He uses accusations to make him seem in control and that he holds the power. Proctor and his friend storm into the court and the judge sends them out but then goes to talk to them for disturbing his courtroom. Proctor tries to use Mary Warren’s confession to lying to the court to free Elizabeth but soon realises that the only chance of saving his wife’s life is to prove that Abigail is lying. The only way he can do this is by proving that she has a reason for wanting Elizabeth dead, to take her place. Proctor confesses to lechery and Danforth says that if Elizabeth will confirm that Abigail and Proctor had an affair he will let all the accused go free. This will prove that Abigail had an evil aim that she was trying to accomplish by accusing women of witchcraft. Elizabeth is brought in and Miller makes this part of the play a semi-climax. There is a lot of tension because the audience are pleading for Elizabeth to claim lechery on John, knowing that it is one of the Ten Commandments. Miller makes this moment dramatic using stage directions. This is a part in the play where Miller is very particular about where each character is and how the stage must be set out. The first directions are give as dialogue from ‘(to Abigail) Turn your back. (To Proctor) Do likewise. Now let neither of you turn to face Goody Proctor. No one in this room is to speak one word, or raise a gesture aye or nay. ‘ This series of speech shows that seriousness of the court and also the power of Hathorne. Proctor has been told not to speak but the audience hope that he will do the exact opposite. At this point in the play the audience know that Proctor loves Elizabeth and that he would do anything for her, however they are not aware of the strength of Elizabeth’s affections towards her husband. If Elizabeth’s morals come above her love for Proctor she could tell the court that he committed lechery and in this bizarre sequence of events this could save her life. This moment in the play may be seen as a build up to the confession and execution of John Proctor. These moments may be seen as similar because it is at both these points in the play where the audience is wishing for the Proctors to not follow their morals and confess to a crime. Tension is built up at both of these points, however there is a considerable amount more of strain in Act 4, this is because the consequences are clear. In this scene the consequences are clear if Elizabeth prompts lechery upon her husband, she will save not only her and her husbands lives but she will put an end to the witch trials. Firstly tension is caused here by the pure fact that Elizabeth can not rely on her husband to give her answers, after all it was his crime and she may fear that if she tells the truth he will suffer for it. This is shown by the many attempts that she makes to look at Proctor for guidance. Each time Danforth stops her until she sees that it is impossible to receive an answer from her husband. Repeatedly Elizabeth strays from the subject to try and show how her husband is a good man but again she soon realises that she can no come to a faint conclusion. This is shown when Danforth asks her directly, after interrupting her many times, ‘Answer my question! Is your husband a lecher! ‘ This shocks the audience because up until this point Danforth has remained relatively calm because he is seen with such great power that no one dares deceive him. Elizabeth angers Danforth because she seems to be more concerned of the wellbeing of her husband then acting in the court. At this point Elizabeth sees no other option then to give an answer and the audience feel that should break her personal morals and say that Proctor did not commit the crime of lechery. The audience thinks this because so far Elizabeth has tried to defend Proctor with irrelevant information that he is not a drunkard and that he is not slovenly. This shows that in her mind she is debating of which answer to give and though the audience suspect that she will tell a lie they are pleading with the play that she does not. Millers directions of when she gives her answer to the enraged Danforth is ‘(faintly): No, sir. ‘ At this moment time seems to stop because all of a sudden there is uncertainty in the future of all of the characters; whether Danforth will reverse his demands and believe Proctor, whether Abigail will crumble under the pressure and what will happen to Proctor. At this point Miller restarts time quickly and it seems that in a matter of minutes Mary (a character that had been forgotten in this Act) crumbles under the increased pressure of Abigail and accuses Proctor of being involved with the devil. This is the very end of Act 3 and at this point Proctor breaks down and lets all of his thoughts and emotion run wild by screaming every words that he thinks for all to hear. This is all shown in his last lengthy speech of Act 3. ‘A fire, a fire is burning! I hear the boot of Lucifer, I see his filthy face! And it’s my face, and yours, Danforth! ‘ This shocks the audience because like Danforth Proctor has kept himself quite controlled and also like Danforth he explodes with rage. It is very relevant when he likens himself and Danforth as being both images of the devil. Though they may seem complete opposites (Danforth is condemning people to death and Proctor is trying to save these people) their characters are very similar. They both fight extremely hard for what they believe to be right. This similarity gives the audience hope that Danforth may be lenient in Act 4 when Proctor has pain and difficulty in confessing.

Art As A Form Of Self Expression - 1378 Words

Art can be a form of self-expression and a way to communicate ideas and thoughts with other people. Each time when an art work is being viewed, a resonance between the art itself the viewer is created. Art allows the artists to express themselves and communicate with the world through their own imaginations and crafts. Artists has their own styles and they often use art crafts to blend colors to create incredible visual effects. Art is not always easy to understand. It can be a very literal representation of certain objects, but it can also be abstract. Art is determined by its context. Art can be inspirational, pushing the viewers to explore the world through the eyes of the artists. By looking at a work of art, people gain better understanding of the world in artists’ perspectives. First, art is the unique. Art is the self-expression created out of the artists’ own imaginations. No two artists in the world would share the same imaginations. It is a highly personal and creative to connect and share their own ideas with the public. The artists express their own ideas and emotions through illustrating visual effects. It is debatable whether a work has to arouse a sense of beauty to be considered as art, but it is undoubtable that all art pieces shares the same attribute of being the one and only in the world. Thousands of people would line up in front of the Louvre just have a glimpse of the magical and mysterious smile of Mona Lisa. Art is so magical that no matterShow MoreRelated Art Therapy: Children and its Effectiveness Essay examples856 Words   |  4 Pages What is art? Art is the self-expression of someone of something that shows the hidden or underlying emotions that are found within the unconscious mind. Art has been around for centuries (â⠂¬Å"Merriam-Webster†). Normally, art would tell stories of past events which were significant to that culture. 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The Mind Of A Case Study Analysis - 1183 Words

against the thoughts and finally producing a more balanced thought in the end. This lead to Carlos being more open to putting up with the light-headedness to see if the medication would be beneficial. The behavioral techniques Dr. Walden uses to promote a decrease in Carlos’ symptoms are positive reinforcement (validation), behavioral rehearsals (e.g. encouraging Carlos to test his skills with producing a balanced thought), exposure (e.g. continuing to do activities even when light-headedness occurred) and activity scheduling (e.g. re-attempt leaving for work every morning by 8:00am and continuing to read to his kids for 15 minutes every night). Dr. Walden validates the results of Carlos’ previous behavioral experiment of reading to his†¦show more content†¦The activity scheduling, specifically reading to his kids, brought about more positive reinforcement and belief challenging. Carlos could read to his kids with a â€Å"clear head† and thus proved to himself that he could continue doing activities he used to do without suffering a nervous breakdown or undue stress. Additionally, these activities may even cause him pleasure and further future repetit ion. By leaving work by 8:00am every morning, which Carlos could do, he found a maladaptive behavior and noted it to the psychologist: â€Å"He could do it, but had learned that it was important not get caught up in what he termed a ‘stall mode’ in the morning†. Carlos could further note the â€Å"stall mode† occurring in other aspects of behaviors and cognitions and even offered a solution for it. This outcome is allowing Carlos to take a more active role in the therapy and really contribute in the collaborative empiricism with his psychologist. Additionally, this is fueling an adaptive belief that Carlos is a well-functioning individual who can identify and provide solutions for his problems. 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Capstone Report Management And Management - 2446 Words

CAPSTONE REPORT The Case of BobCo ADITYA DESHMANKAR MGMT 311 Introduction Bobco is a local firm who has clients in various foreign countries and lately FredCo is trying to acquire Bobco. However, FredCo is not confident to purchase Bobco because due its lack of knowledge management system. FredCo is multinational firm based in Taiwan and has more customers than Bobco. Also, once Bobco is acquired, some of its consultants may leave due to the relationship with the higher management. The management structure of both firms is different because Bobco has a self-ruled chain of command whilst FredCo has an open chain of command. It is important that managers evaluate staff based on the collective performances. Moreover, Bobco does not have a knowledge management system unlike Fredco who is using Lotus Domino from IBM. Leadership Management According to the management guru Peter Drucker (1909-2005), the basic task of management includes both marketing and innovation. Management has four main functions namely planning, leading, organizing and controlling. Planning consists of setting goals and establishing a plan to accomplish those goals. Organising is merely constructing a structure for the business and individual job. Leading is directing and motivating employees to achieve organizational goals. This is the valuable asset of the organisation is staff. However, to ensure employees work at their best, they need to be motivated since different peopleShow MoreRelatedStatus Report – Bu 2799 Business Management Capstone Project1216 Words   |  5 PagesStatus Report – BU 2799 Business Management Capstone Project BU 2799: Business Management Capstone Project Raymond Joseph (18598631) Dr. Mitchell ITT Technical Institute 23 February 2016 Status Report John Deere (Deere Company) Company Background and Business Model The items that I have completed for the Business Management Capstone Project as of February 23, 2016, include many components. 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Are Humans Still Evolving free essay sample

The Origin of Species?. In this book Darwin theorized that populations evolve over the years through a process called natural selection. Darwin realized that in a population, more individuals were born than could possibly survive, he also recognized that the individuals that survived and reproduced were the ones with some sort of competitive advantage over rival animals, therefore they were more likely to pass their useful traits down to their offspring (Darwin, 1859). As this process of natural selection occurred for millions of years, these desirable traits that were once only prevalent in a few individual animals became common traits for entire species (Winston, 2009). There are countless amounts of evidence that suggest that humans owe their existence to evolution, however, many people are skeptical as to whether or not it is still occurring, and whether or not it is happening in the same way. Some scientists hold that the human race has reached ? its biological pinnacle and is no longer capable of changing? (McKie, 2005). Alternatively, some experts believe that humans are evolving faster than ever (Sample, 2007), and others believe it is still happening, just on different terms. There has not been any deciding evidence as to whether or not humans are still evolving, however, saying it isn? t happening is a very difficult position to defend. Gene mutations happen at random so saying that humans will never undergo any more evolutionary changes seems very unlikely (Douglas, 2006). Many scientists and evolutionists believe that the complexion of modern society is changing the means by which natural selection and, consequentially, evolution is occurring. The evolutionary trait of an advanced brain is what defines us as humans; ironically that same brain is what is allowing us to change the rules of evolution. As a result of a number of medical advancements, doctors are able to sustain life that would not have lasted back in Darwin? s time. This means that humans with genetic advantages are not the only ones to survive (Nasrallah, 2009). In today? s world, genes are not as important for survival as they once were, with about ninety-eight percent of children in well-developed areas living until adulthood (Belluz, 2008). When considering how evolution might be happening, experts say the human species may be ? in a sort of genetic drift in which changes happen randomly with no driving force behind evolutionary changes? (Douglas, 2006). Upcoming technological advancements may also play a big role in changing the way in which evolution functions. If genetic engineering becomes common, humans will be able to choose certain genes and get rid of others; the future of evolution will be dependent on which genetic traits parents will choose for their children. This would have huge implications; humans would essentially have evolution in their hands (Adams, 2004). It seems that in modern society, humans have more of a say in natural selection than nature and the environment does. Additionally, survival of the fittest has been taken out of the equation with the ? survival regardless of fitness? (Nasrallah, 2009) replacing it. On the other hand, some scientists like to believe that evolution was halted between fifty thousand and a hundred thousand years ago, before the races diverged (Douglas, 2006). Geneticist Steve Jones theorizes that evolution has come to a halt as a result of societal changes on earth (McKie, 2005). He says that natural selection, mutation, and random change were the three things that drove evolution, and he believes that these factors are no longer present in the modern, western society. He further argues that the likelihood of mutations in genes is declining because of a generally younger age for fathers; he says fathers over the age of 35 are more likely to pass on mutations. This is because cell divisions in males increase with age, and increasing the number of cell divisions increases the chance for an error or a mutation (Belluz, 2008). Natural selection is also not as prevalent in modern society, years ago almost half the children died before twenty, whereas nowadays most people reach adulthood regardless of their genetics (Douglas, 2006). The final factor that Jones believed was responsible for the slowing down of evolution is the decreasing of random change in human genes. According to the rules of the animal kingdom, the human population should be ten thousand times smaller than it actually is (Belluz, 2008). Small populations are much more likely to undergo random evolution than large populations because genes can be accidentally lost. Because the earth? s population of humans is so large, it is very unlikely that any genes will be accidentally lost (Belluz, 2008). Furthermore, human races are now being constantly mixed, which makes the likelihood of losing any genes even less (McKie, 2005). Although all of these factors contribute to a change in the way evolution happens, it seems very farfetched that evolution can ever truly be stopped. In an alternate view, others are convinced that evolution is now happening faster than ever because of the speed at which society is changing. According to a study done at the University of Wisconsin: ? in the past 5,000 years, humans have evolved up to 100 times quicker? than ever before (Sample, 2009, Â ¶1). This increase in the rate of evolution appears to be because of rapid growth in population (Shute, 2008), new mutations are being spread around faster than ever before. One example of a recent addition to the human genome is the ability to digest lactose; this gene became common only about three-thousand years ago and spread through the population very quickly and is now present in most people (Shute, 2008). Also, a gene called microcephalin which regulates brain size, emerged less than sixty thousand years ago is now prevalent in seventy percent of the population (Douglas, 2006). It seems that the rate at which the human population is growing is allowing new mutations to spread quickly through the population, even if natural selection is less prevalent. In the future, scientists predict that genes which defend against disease will be the most rapidly developing part of the human genome. Robin McKie predicts that ? In a thousand years, Africa will be populated only by the descendants of those who are currently immune to the AIDS virus? (2005, 7). Due to the nature of evolution, no one can predict what humans will look like; however, some scientists have come up with some interesting theories. Alan Boyle hypothesizes that humans will all become much more homogenous, he believes all the races will converge into one (Boyle, 2005). He also speculates about the evolutionary possibilities if humans are able to spread out onto other planets. If humans diverge onto other planets, he believes speciation will occur, and the humans on one planet will evolve into a separate species, distinct from the humans on a different planet (Boyle, 2005). Evolution is and always has been very unpredictable; there is seemingly no way to determine whether or not evolution is still occurring or what rules it is following. Only one thing seems to be certain in terms of modern evolution, and that is the fact that humans nowadays have more control over their own evolution than they ever did in the past. The human race was able to survive throughout history because they evolved an enlarged and highly developed brain; this same brain is what is now allowing humans to build societies that allow for survival regardless of genetic superiority (Nasrallah, 2009). As a result of new medical technology, humans have the ability to sustain life, cure diseases, and take care of those who are disabled. No longer does survival of the fittest play a role in human society, because in society those who are fit are now finding ways to help those who are unfit (Nasrallah, 2009). The human lifestyle has definitely undergone a change since Darwin wrote the ? Origin of Species? in eighteen fifty-nine, and it is almost certain that natural selection has changed since then, however, it is not clear as to what extent the rules of natural selection have been altered. Quite possibly, the rate of evolution could now have been heightened as a result of many technological advancements. Or, evolution could have been halted as a result of human interference with natural selection. Either way, it seems likely that today? s evolutionary patterns will only be uncovered to mankind in the future.

Managing an Umbrella Brand free essay sample

The brands had to be available in at least 15 of the countries studied; the same name had to be used in at least three product categories and meet franchise in at least three of the five geographical regions. In its home country Germany, too, many of Nivea’s products were the market leaders in their segments. This market leadership status translated into superior financial performance. Between 1991 and 2001, Nivea posted double-digit growth rates every year. For 2001, the brand generated revenues of â‚ ¬2. 5 billion, amounting to 55 per cent of the parent company’s (Beiersdoft) total revenue for the year. The 120-year-old, Hamburg-based Beiersdoft has often been credited with meticulously building the Nivea brand into the world’s number one personal care brand. According to a survey conducted by ACNielsen in the late 1990s, the brand had a 15 per cent share in the global skin care products market. While Nivea had always been the company’s star performer, the 1990s were a period of phenomenal growth for the brand. We will write a custom essay sample on Managing an Umbrella Brand or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page By successfully extending what was essentially a ‘one-product wonder’ into many different product categories, Beiersdoft had silenced many critics of its umbrella branding decision. The marketing game for Nivea Millions of customers across the world have been familiar with the Nivea brand since their childhood. The visual (colour and packaging) and physical attributes (feel, smell) of the product stayed on in their minds. According to analysts, this led to the formation of a complex emotional bond between customers and the brand, a bond that had strong positive under-tones. According to a superbrands. com. my article, Nivea’s blue colour denoted sympathy, harmony, friendship and loyalty. The white colour suggested external cleanliness as well as inner purity. Together, these colours gave Nivea the aura of an honest brand. To customers, Nivea was more than a skin care product. They associated Nivea with good health, graceful ageing and better living. The company’s association Nivea with many sporting events, fashion events and other lifestyle-related events gave the brand a long-lasting appeal. In 2001, Franziska Schmiedebach, Beiersdoft’s Corporate Vice President (Face Care and Cosmetics), commented that Nivea’s success over the decades was built on the following pillars: innovation, brand extension and globalization (see Table 4 for the brand’s sales growth from 1995-2002) Table 4 Nivea: worldwide sales growth (%) The first major extension was launch of ‘Nivea For Men’ aftershave in the 1970s. Unlike the other aftershaves available in market, which caused the skin to burn on application, Nivea For Men soothed the skin. As a result, the product became a runaway success. The positive experience with the aftershave extension inspired the company to further explore the possibilities of brand extensions. Moreover, Beiersdoft felt that Nivea’s unique identity, the values it represented (trustworthiness, simplicity, consistency, caring) could easily be used to make the transition to being an umbrella brand. The decision to diversify its product range was also believed to have influenced by intensifying competitive pressures. L’Oreal’s Plenitude range, Procter Gamble’s Oil of Olay range, Unilever’s Pond’s range, and Johnson Johnson’s Neutrogena range posed stiff competition to Nivea. Though Nivea was the undisputed market leader in the mass-market face cream segment worldwide, its share was below Oil of Olay’s, Pond’s and Plenitude’s in the US market. While most of the competing brands had a wide product portfolio, the Nivea range was rather limited. To position Nivea as a competitor in a larger number of segments, the decision to offer a wider range inevitable. Beiersdoft’s research centre—employing over 150 dermatological and cosmetics researchers, pharmacists and chemists—supported its thrust on innovations and brand extensions. During the 1990s, Beiersdoft launched many extensions, including men’s care products, deodorants (1991), Nivea Body (1995), and Nivea Soft (1997). Most of these brand extension decisions could be credited to Rolf Kunisch, who became Beiersdoft’s CEO in the early 1990s. Rolf Kunisch firmly believed in the company’s ‘twin strategy’ of extension and globalization. By the beginning of the twenty-first century, the Nivea umbrella brand offered over 300 products in 14 separate segments of the health and beauty market (see Table 5 and Figure 2 for information on Nivea’s brand extensions). Commenting on Beiersdoft’s belief in umbrella branding, Schmiedebach said, ‘Focusing your energy and investment on one umbrella brand has strong synergetic effects and helps build leading market positions across categories. A noteworthy aspect of the brand extension strategy was the company’s ability to successfully translate the ‘skin care’ attributes of the original Nivea cream to the entire gamut of products. Table 5 Nivea: brand portfolio CategoryProducts Nivea Bath CareShower gels, shower specialists, bath foams, bath specialists, soaps, kids’ products, intimate care Nivea Sun (sun care)Sun protectio n lotion, anti-ageing sun cream, sensitive sun lotion, sun-spray, children’s sun protection, deep tan, after tan, self –tan, Nivea baby sun protection Nivea Beaute (colour cosmetics)Face, eyes, lips, nails Nivea For Men (men’s care)Shaving, after shaving, face care, face cleansing Nivea Baby (baby care)Bottom cleansing, nappy rash protection, general cleansing, moisturizing, sun protection Nivea Body (body care)Essential line, performance line, pleasure line Nivea CremeNivea creme Nivea DeodorantsRoll-ons, sprays, pump sprays, sticks, creams, wipes, compact Nivea Hand (hand care)Hand care lotions and creams Nivea Lip CareBasic care, special care, cosmetic care, extra protection care Nivea Visage (face care)Daily cleaning, deep cleaning, facial masks (cleaning/care), make-up remover, active moisture care, advanced repair care, special care Nivea Vital (mature skin care)Basic face care, specific face care, face cleansing products, body care Nivea SoftNivea soft moisturizing cream Nivea Hair CareHair care (shampoos, rinse, treatment, sun); hair styling (hairspray and lacquer, styling foams and specials, gels and specials) Figure 2 Nivea Universe The company ensured that each of its products addressed a specific need of consumers. Products in all the 14 categories were developed after being evaluated on two parameters with respect to the Nivea mother brand. First, the new product had to be based on the qualities that the mother brand stood for and, second, it ha to offer benefits that were consistent with those that the mother brand offered. Once a new product cleared the above test, it was evaluated for its ability to meet consumer needs and its scope for proving itself to be a leader in the future. For instance, a Nivea shampoo not only had to clean hair, it also had to be milder and gentler than other shampoos in the same range. Beiersdoft developed a ‘Nivea Universe’ framework for streamlining and executing its brand extension efforts. This framework consisted of a central point, an inner circle of brands and an outer circle of brands (see Figure 2) The centre of the model housed the ‘mother brand’, which represented the core values of trustworthiness, honesty and reliability. While the brands in the inner circle were closely related to the core values of the Nivea brand, the brands in the outer circle were seen as extensions of these core values. The inner-circle brands strengthened the existing beliefs and values associated with the Nivea brand. The outer circle brands, however, sought to add new dimensions to the brand’s personality, thereby opening up avenues, for future growth. The ‘global-local’ strategy The Nivea brand retained its strong German heritage and was treated as a global brand for many decades. In the early days, local managers believed that the needs of customers from their countries were significantly different from those of customers in other countries. As a result, Beiersdoft was forced to offer different product formulations an packaging, and different types of advertising support. Consequently, it incurred high costs. It was only in the 1980s that Beiersdoft took a conscious decision to globalize the appeal of Nivea. The aim to achieve a common platform for the brand on a global scale and offer customers from different parts of the world a wider variety of product choices. This was radical departure from its earlier approach, in which product development and marketing efforts were largely focused on the German market. The new decision was not only expected to solve the problems of high costs, it was also expected to further build the core values of the brand. To globalize the brand, the company formulated strategies with the help of a team of ‘international’ experts with ‘local expertise’. This team developed new products for all the markets. Their responsibilities included, among others, deciding about the way in which international advertising campaigns should be adapted at the local level. The idea was to leave the execution of strategic decisions to local partners. However, Beiersdoft monitored the execution to ensure that it remained in line with the global strategic plan. This way, Beiersdoft ensured that the nuances of consumer behaviour at the local level understood and that their needs were addressed. Company sources claimed that by following the above approach, it was easy to transfer know-how between headquarters and the local offices. In addition, the motivation level of the local partners also remained on the higher side. The company established a set of guidelines that regulated how the marketing mix of a new product/brand was to be developed. These guidelines stipulated norms with respect to product, pricing, promotion, packaging and other related issues. For instance, a guideline regarding advertising read, ‘Nivea advertising is about skin care. It should be present visually and verbally. Nivea advertising is simple, it is unpretentious and human. ’ Thus all advertisements for any Nivea product depicted images related to ‘skin care’ and ‘unpretentious human life’ in one way or the other. The company consciously decided not to use supermodels to promote its products. The predominant colours in all campaigns remained blue and white. However, local issues were also kept in mind. For instance, in the Middle East, Nivea relied more on outdoor media as it worked out to be much more cost-effective. And since showing skin in the advertisements went against the region’s culture, the company devised ways of advertising skin without showing skin. Many brand management experts have spoken of the perils of umbrella management, such as brand dilution and the lack of ‘change’ for consumers. However, the umbrella branding strategy worked for Beiersdoft. In fact, the company’s growth was the most dynamic since its inception during 1990s—the decade when the brand extension move picked up momentum. The strong yearly growth during the 1990s and the quadrupling of sales were attributed by company sources to the thrust on brand extension. Questions: 1. Discuss the reasons for the success of the Nivea range of products across the world. Why did Beiersdoft decide to extend the brand to different product categories? In the light of Beiersdoft’s brand extension of Nivea, critically comment on the pros and cons of adopting an umbrella branding strategy. Compare the use of such a strategy with the use of an independent branding strategy. 2. According to you, what are the core values of the Nivea brand? What type of brand extension framework did Beiersdoft develop to ensure that these core values id not get diluted? Do you think the company was able to protect these core values? Why/why not? 3. What were the essential components of Beiersdoft’s global expansion strategy for Nivea? Under what circumstances would a ‘global-strategy-local execution’ approach be beneficial for a company? When and why should this approach be avoided?