Benefits Management Plan for the Perth Arena Project Case Study

Benefits Management Plan for the Perth Arena Project - Case Study Example Reduce congestion in the parking lots in Perth city 680 capacity underground parking bay to be provided by November 2011 Perth city tracks movement of vehicles into and out of the city and their numbers in the parking lots DHW (Department of housing and works) Failure of parties involved in the project to take responsibility. Poor cost estimation Improve the appearance of Perth Arena and create the perception that it is a cool place to visit. Minimized cost of raising a car park by having it fabricated within the Arena $2 million saved by having an underground park bay by end of 2009 $2 million budgetary reduction in Perth Arena upgrading cost DHW Poor cost planning Negligence of responsibilities and errands Save the Australian government money required in upgrading and remodeling cities. Increased revenues resulting from parking fees (600 new bays) $79200+ annual increase in parking fees by end of 2012 Assess the amount of parking profits collected in 2012 and in 2013 and calcu late the change in terms of percentage VenuesWest and DHW Poor revenue collection systems Depreciating value of the Australian dollar as a result of changes in time value of money. Improved economic sustainability of the facility

Film genre Essay Example | Topics and Well Written Essays - 1000 words

Film genre - Essay Example The initial Star Wars commenced as deliberate attempts by the author mainly to capture the underlying perception of the ancient science fiction and corresponding and escapade serials mainly employed in the operation prior to the featuring of the films within the movie theaters. The hallmark of the underlying serials in regard to the audience is not depicted within the initial episodes of the story and was mostly captured solely on the action. Thus, Lucas commences his film genre sequence with the Episode four that is the New Hope coupled with long scrolling illustrative text. He distinctly strives to evoke the underlying identical sense of being thrown into the underlying center of action. Nevertheless, Lucas encounter problem in regarding to big budget science fiction film because of the inadequacy of the generic models of drawing inspiration. This is also evident lack of similarity films made in the genre except for the very B- movies whose corny view Lucas struggling. In the previous respectable science fiction films, Lucas imaginably turns to inspiration such as in the A Space Odyssey (1968) and corresponding Andrei Tarkovsky’s Solaris (1972). Nevertheless, both the films were slow moving in regard to the philosophical art films that are not the kind of the underlying lofty adventure of Lucas. The genre that looks to be offering best combination of relatively lofty adventure, extensive setting and corresponding classic characters is found in the western. Western is a genre encompasses both the serial shoot that is it possess em-up adventures and corresponding epic tales set within a grand landscape. For instance, the prevailing rowdy cantina at the Mos Eisley spaceport is depicted as a setting of the frontline saloon full of the gamesters and corresponding rowdies thus lifted from any number of the western films. Moreover, Han Solo bears a robust resemblance to the underlying classic western gun for leasing with

Night by Elie Wiesel

Night by Elie Wiesel Kurtis Mayes Night by Elie Wiesel is a terrifying but powerful autobiography. Eliezer or Elie Wiesel was born in the town of Sighet in Transylvania. He was just a teenager when he was moved to the ghetto then sent away to the concentration camps. Many events in the world have been captured in history books but among the ones that we have heard about, the holocaust is the one that most of us remember. A holocaust is a destruction or slaughter on a mass scale. The Jewish Holocaust was a controlled, state financed torture and killing of roughly six million Jews by the Nazi government led by Adolf Hitler. Apart from the Jews, other groups considered inferior or anti-establishment such as Romans and Gypsies were killed. Moshe the Beadle was the first character introduced in the book Night. Moshe, some may say, served as a replacement for Elie Wiesel. Night can be read as an attack averse to silence. Many times in the book evil is preserved by a silent lack of resistance. In this case, the repeated disregarding of Moshes warning about what danger lies ahead for the Jewish people. The Nazis most definitely treated the Jewish people as less than human. The Nazis doctors experimented on the Jewish people in an attempt to create a superior race of man. The Nazis also crammed the Jewish people in to cattle cars to transport them from place to place, or they forced marched them. If one of th e people fell or went to the ground, they were killed. In the first chapter, Elie describes his father as a rather unsentimental man and told us of how He is more concerned with others than with his own family. Right away you see that Elie and his father were not that close. Elies father was one of the leading men in the community and did not approve of Elie reading the Kabbalah. The Kabbalah is the ancient Jewish tradition of mystical interpretation of the Bible, which formed a barrier of separation between Elie and his father. The first bond that Elie had with his father is when they reach the concentration camp know as Auschwitz. The first orders yelled at them is Men to the left! Women to the right!. At this point, Elie did not know he was to be separated from his mother and three sisters forever. It is now that Elie and his father start the terrifying and miserable journey of life in the camps together. Later in the book Elies mother and three sisters die at Auschwitz but Elie and his father were reinstated at Buchenwald. When Elie arrived at Auschwitz, he saw the mistreatment of killed Jews being burned in mass graves. The book states that Elie witnessed an old man getting beat with a revolver that a SS soldier owned. He knew at that point that this journey had to go through was not going to be easy and it wasnt going to be stress free. Men, women, and childrens bodies were tossed into huge piles of bodies and burned. For the Jews, meal times were the most important event of each day. After morning roll call, the Jewish people would be given their morning meal which was an imitation coffee or herbal tea. For lunch prisoners may have been given watery soup. If they were lucky, they might get a very small piece of a turnip or a potato peel. In the evening prisoners may have been given a small piece of black bread; they may also have received a tiny piece of sausage, or some marmalade or cheese. Marmalade was generally a fruit preserve made from the juice a nd peel of citrus fruits boiled with sugar and water. The bread was supposed to last the prisoners for the morning also, so prisoners would try to hide it with them while the slept so that no one would steal their food and so that they can eat small bits at a time without getting yelled at or beaten. Hunger was one of the greatest problems. The deficient rations were merely intended to keep the prisoners alive. The Nazis did not provide prisoners with sufficient nutrition to carry out heavy manual work. Many thousands died from starvation or illnesses brought on by lack of nutrition. The Nazis crammed the Jews in very poorly made barracks to sleep. The Nazis spit on the Jews and they treated them worse than the Blacks were treated in the USA during the early years of building America. One of Wiesels strengths in Night is to show the full terror of dehumanization, the Jews had to go through. It is something that the Nazis perpetrated against the people they imprisoned. The tattooing of numbers on the prisoners, something that Elie notes, is important. A- 7713 is by definition an example of dehumanization because it steals the human out of the word humanity. The brutality that the Nazis committed on their prisoners is another example of dehumanization. The public beatings, the hanging of prisoners and making others walk past them, as well as the selection process are all examples of dehumanization. When Elie had to run at full speed to avoid being noticed during one of the selection processes, it is a reminder, it shows just how large dehumanization played a role in the Holocaust. Even in actions that the Nazis took towards Jewish people before the extermination, dehumanization was present. Being forced to wear the Yellow Star and the dramatic and almost immediate forced movements into the ghettos are all examples of dehumanization that the Nazis executed. Wiesel shows th e true horror of dehumanization to impact the relationships between Jewish people. Wiesel makes the claim that the terror of the Holocaust existed in how everyone dehumanized one another. Moshe the Beadle one of the first characters that get brought up in this book. His Role was not just a little boy in a book that got banished for telling myths. Moshe the Beadle is a symbol of dehumanization. During the first few chapters he is dehumanized by the people of Sighet. When he comes back to tell them what he experienced, he is dehumanized in the way that he is discredited and banished. Moshe the Beadle represents barbarize within Germany by the treatment he receives. This process continues in the train when the men on the train beat up Madame Schà ¤chter. When she exclaims that she sees fire, she is not heard. Rather, she is told to shut up and then forcibly beaten into silence. Once again, dehumanization is evident in how victims of evil treat one another. Throughout the camps, exampl es of children abandoning parents, people betraying one another, and aloneness dominating human actions until survival is all that remains are examples of dehumanization in the book. These examples show that the Holocaust happened because individuals dehumanized one another. In seeing, human beings as less than human beings, individuals were able to treat one another with a lack of dignity and voice. Elie struggled with his faith is a conflict in the book. In the beginning, His faith in god was undoubtedly pure. His belief in an almighty, benevolent God is unconditional, and he cannot imagine living without faith in a supreme higher power. During the Holocaust, His faith was definitely shaken up by the events that he had to endure. Elies belief in the divine and that God is good, his studies taught him, God is everywhere in the world, therefore the world must therefore be good. Elies faith in the good will of the world is irreversibly shaken, however, by the cruelty and evil he endu red during the Holocaust. He imagines that the concentration camps are unbelievable, disgusting cruelty could possibly reflect divinity. He thinks that if the world is so disgusting and cruel, then God either must be disgusting and cruel or must not exist at all. In one of Nights most famous passages, Eliezer states, Never shall I forget that nocturnal silence which deprived me, for all eternity, of the desire to live. It is the idea of Gods silence that he finds most troubling, as this description of an event at Buna reveals: as the Gestapo hangs a young boy, a man asks, Where is God? yet the only response is total silence throughout the camp. After reading this book, I noticed that Wiesels work indicates that anytime voice is silenced, dehumanization is the result. This becomes its own end that must be stopped at all costs. Elie has a powerful way to explain what he had to go through to become a free person again. It just makes you wonder what pushes someone to mass murder a group of people or to turn a whole nation against one group or kind of people just because they are different.

A Woman’s Place in Society Explored in Marge Piercy’s Barbie Doll Essay

  Ã‚  Ã‚  Ã‚  Ã‚  Society has a way of placing unrealistic expectations on women. By using television, magazines, billboards, and even toys we see a mold of what women are supposed to look like. In other words the perfect woman should look like a Barbie Doll. In Marge Piercy’s, â€Å"Barbie Doll,† we find a girl child growing up through the adolescence stage characterized by appearances and barbarity. Piercy uses lots of imagery to describe the struggles the girl experiences during her teenage years and the effects that can happen.   Ã‚  Ã‚  Ã‚  Ã‚  In the first stanza we see the beginning of an ideal image being stained in the girls mind. She was â€Å"...presented dolls that did pee-pee and miniature GE ovens and irons and wee lipsticks the color of cherry candy† (2-4). By being presented these gifts the girls parents have already instilled a visualization of what the perfect woman is like and the girl is already learning her place in society. The poem was written in 1936. In this day and age women were still seen as objects and not really people. Their place was in the kitchen and taking care of the kids. Piercy has painted an image to the reader of a little girl playing with toy stoves and irons and wearing red lipstick to make herself pretty.   Ã‚  Ã‚  Ã‚  Ã‚  The tone of the poem takes a turn toward a more bold statement when the author uses â€Å"...the magic of puberty† (5) to describe the age where appearance comes into effect. The girl was insulted by a classmate who made humiliating comments about her nose and...

Energy Drinks Market in Denmark

Table of Contents 1. Introduction3 1. 1 Problem Description3 1. 2 Problem Statement3 1. 2. 1 What is the preference of customers between Burn and Red Bull? 3 1. 2. 2 How should Burn products be developed and how should they be priced? 3 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 3 1. 3 Definitions3 1. 3. 1 Energy drink3 1. 3. 2 Burn energy drink4 1. 3. 3 Red Bull energy drink4 1. 4 Demarcations (Scope and limitation of the study)4 2 Theoretical Background4 2. 1 Market segmentation5 2. 2 Competitive Benchmark Analysis5 2. 3 Marketing Mix (4 Ps)5 3 Methodology Description5 . 1 Research Design5 3. 2 Primary and secondary data collection5 3. 3 Qualitative data collection6 3. 4 Quantitative data collection6 4 Presentation and analysis of data6 4. 1 Market Segmentation of energy drinks6 4. 1. 1 Analysis of Focused group interview:6 4. 1. 2 Analysis of Online questionnaire survey7 4. 2 Competitor Benchmark (Burn and Red Bull)10 4. 2. 1 Analysis of Focused group interv iew:10 4. 2. 2 Analysis of Online questionnaire survey11 5 Findings and summary of the analysis13 6 Recommendations14 6. 1 Product14 6. 2 Price14 6. 3 Place14 6. 4 Promotion14 7 Conclusion15 References16 9 Appendices17 1. Introduction Danish soft drinks sales have recorded positive volume growth in recent years. Strong volume growth was recorded in energy drinks sales attributed to the aggressive marketing and new product launches. Some of the major players in the Danish energy drink market are Burn and Red Bull. Accordingly, the main aim of this report will be to identify and analyze the possible ways for Burn energy drink product to compete with the world famous energy drink Red Bull which has recently entered into Danish energy drink market in 2009. . 1 Problem Description In 2009, the Danish Veterinary and Food Administration approved the increase of caffeine level in energy drink. This has given a wide-open-door for beverage companies to develop in this segment. Taking advantag e of this opportunity, Red bull the world’s most famous energy drink company, started to compete within the Danish energy drink market. On the other hand, Coca-cola Denmark also considered it as an opportunity to further develop product chain of its energy drink Burn. In Denmark, Burn has been dominating the energy drink market so far but now with the entry of Red Bull into the market it will now have to strategically develop its marketing mix to find a better way to compete with Red Bull and maintain its dominant position. 1. 2 Problem Statement We define the problem question for our research as follows: How could Burn compete with Red Bull on the Danish energy drink market? To support main question we have formulated some sub questions. They are as follows: 1. 2. 1 What is the preference of customers between Burn and Red Bull? . 2. 2 How should Burn products be developed and how should they be priced? 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 1. 3 Definitions 1. 3. 1 Energy drink Energy drink can be defined as a drink or the beverage that contains higher doses of caffeine and other stimulating agents that give you instant energy. The doses of the caffeine and the stimulants are legally approved by the government health au thorities. The main purpose of drinking an Energy drink is to get an instant energy to your body. 1. 3. 2 Burn energy drink Burn Energy Drink is a functional beverage, mixture of 14 ingredients that come in a 16 ounce can and is available at almost every grocery store or convenience store across Denmark. It is one of the products of Coca-Cola Company. 1. 3. 3 Red Bull energy drink Red Bull Energy Drink is a functional beverage, specially developed for periods of increased mental and physical exertion. It can be drunk in virtually any situation: during sports, at work, whilst driving and during leisure activities. 1. 4 Demarcations (Scope and limitation of the study) As every report has its limitations, this report is also subject to various limitations. This report is based on two products, Burn and Red Bull which are the products of The Coca-Cola Company and The Red Bull Company respectively. These two companies have various product categories; however this report will be focused only on those two products among wide category of energy drink in energy drink sector. As far as the market place is concerned, this report is limited to the Danish market. Most of the consumers of energy drinks in Danish market are mainly the younger people aged 18-25. Considering this fact we have selected this age group as our target group. 2 Theoretical Background This section of the report helps to provide the broad theoretical framework used for interpreting the research presented in this report. Various marketing theories have been applied as a background in this report. Theory of Market segmentation is used to analyze Burn and Red Bull in the Danish Market. To analyze the competition between Burn and Red Bull, Competitor Benchmark Analysis is used. Finally Using the theory of Marketing Mix (4 Ps), recommendation to Burn has been made to successfully develop its marketing campaign so that it can increase its sales and compete with Red Bull. 2. 1 Market segmentation Market segmentation will be identified by taking into consideration the demographic variables (like gender, different age group and life style) and geographical locations (various cities of Denmark) like Center of Copenhagen, Sj? lland, Fyn and Jylland 2. 2 Competitive Benchmark Analysis Competitive benchmark of Burn will be made with its direct competitor, Red Bull. For this we will take various factors which are flavor, taste, brand, price, place (convenient to buy), packaging and effectiveness of the products. During our group discussion these factors came up as the most relevant criteria for making competitive benchmark. Accordingly, respondents were asked to rate and evaluate both Burn and Red Bull on those factors during the online survey. 2. 3 Marketing Mix (4 Ps) Marketing Mix i. e. 4 Ps will be taken as theoretical base for providing recommendation to Burn after the analysis of data and findings are presented. Accordingly, Product, Price, Place and Promotion Strategy will be presented in order for Burn to successfully compete against its rival Red Bull. Then after, the conclusion will be made. 3 Methodology Description This section of the report gives information about the stages that we went through while doing the research and writing the report. 3. Research Design We chose exploratory design as our research design. We have a research problem which is unstructured. We do not have enough information about our topic for which we have to investigate more on our topic. Both Qualitative and quantitative data collection methods are used. To gain more and more information and insights about the probl em topic, Qualitative research design was chosen. Using qualitative data collection method, it became easier for us to change translate and reformulate our unstructured questions. Quantitative method is also used in order to check the validity of the results obtained from qualitative method. For quantitative data collection we tried to get as many respondents as possible who can represent the total population. 3. 2 Primary and secondary data collection For this research we have chosen both Qualitative and Quantitative data collection method for primary data. Similarly, wherever required, we have also used secondary data from the articles, publications and website of the company as well as blogs and other relevant news articles. 3. 3 Qualitative data collection To collect the qualitative data, a focus group interview was conducted. We prepared the interview guide for the focus group which is attached in the appendix. The focus group contained 11 members who are the students from 2nd semester class at Niels Brock. After the completion of interview process we also took a blind test among the focus group interview participants plus 15 other students. Students were chosen randomly. Each of them were given to drink two glasses, one filled with Burn and another filled with Red Bull and were asked which one they like and how they taste. The responses from the participants were used for the analysis. 3. 4 Quantitative data collection To collect quantitative data, we prepared structured questionnaire. It consisted of 15 questions (open and closed ended questions). We posted our research questionnaire in the Facebook blogs and invited 600 Facebook users through simple random method. We got only 116 responses and of which only 77 respondents answered all questions of questionnaire. So in this research 77 respondents are our total number of observation. In other words our sample size is 77 which represent the total population of energy drink customers in Denmark. 4 Presentation and analysis of data The presentation and analysis of data has been categorized as Market segmentation and Competitor Benchmark. 4. 1 Market Segmentation of energy drinks 4. 1. 1 Analysis of Focused group interview: During the focused group interview, 11 participants were asked about the consumption of energy drink every week. Among the participants, 1 participant consumes 5 or more cans per week. 4 respondents consume 3 to 4 cans and 1-2 cans as well. Whereas, 2 respondents consume less than 1 can of energy drink. Thus their consumption habit is around 1-4 cans per week. When there was a discussion about the occasions during which they consume the energy drink, most of the answers was during workout, training or going to sports and when mixing with alcohol. There was also a discussion about having coffee instead of energy drink when one is tired. participants said that they prefer coffee whereas others preferred energy drink. Regarding price, most of the respondents voted for cheaper one, less than 20 DKK and between15-17 DKK. 4. 1. 2 Analysis of Online questionnaire survey The willingness of various age groups towards energy drink is illustrated in the diagram below. It shows that 56% of respo ndents from age group 18 to 25 years are interested in energy drink. Figure 1 Willingness of various age-groups towards energy drink Source: Appendix 4 Similarly, 20% of respondents from the age group below 18 and 26-35 years age group showed their interest in energy drink. But only 4% of the elderly respondents are interested in energy drink. Thus, it can be seen that the highest number of people from the age group 18-25 years are interested in the energy drink. Figure 2 Willingness towards energy drink by gender Source: Appendix 5 The above figure shows that 68% of male population is interested in energy drink whereas only 32% of female population is interested in Energy drink. Figure 3 Willingness towards energy drink by location Source: Appendix 6 According to the above figure, most of the respondents from center of Copenhagen are interested in energy drink. 8% respondents from the Copenhagen region and 32% respondents from Sj? land region showed interest in energy drink. While analysisng the age wise consumption of energy drink which is illustrated in the figure below it has been seen that the data is bit conflicting. Figure 4 Age wise consumption of energy drink Source: Appendix 7 As shown by the diagram, those who almost never drink energy drinks are higher in age group 18 to 25 years. But again, those drinking from 1-2 cans per week are also higher number in age category 18-25 years but less ompared to those who never drink. But what can be concluded that those who drinks energy drinks they normally consume 12 cans per week and are higher in 18-25 years category. Analyzing the preferred occasions when customers usually like to drink energy drink, the research show that customers usually prefer it to mix with alcohol as their first preference and then drinking when they are tired. Figure 5 Occasional preference of Energy Drink by gender Source: Appendix 8 The above graph shows most of both females and males consume energy drink when they mix with alcohol. 2 females out of 35 female respondents (63%) and 19 males out of 42 male respondents (45%) said they consume it when they mix with alcohol. Similarly 43% of female and 40 % of male respondents answered that they take energy drink when they are tired. Likewise, 11% female a nd 33% male said that they take it when they go to sports. 14% of female and 21% of male chose energy drink when they are thirsty and 6% of female and 7% of male chose for other occasions. Figure 6 Customers willingness to pay for the energy drink Source: Appendix 9 Relating to the price it can be clearly seen from the figure above that 18-25 years age group which is the target customers for energy drinks are willing to pay 16-20 DKK for the energy drinks where as 26-35 years age group are willing to pay 10-15 DKK for the drink. 4. 2 Competitor Benchmark (Burn and Red Bull) 4. 2. 1 Analysis of Focused group interview: During the focused group interview, 8 out of 11 participants preferred Red Bull. Only 3 preferred Burn. When there was a discussion of product features like taste, flavor and effectiveness of the products; participants said that effectiveness of the product is important. During the blind test 26 participants were made to taste both Burn and Red Bull drinks blindfolded. Table 1 Preference of product by tasting without knowing the product (Blind Test) BurnRed BullBoth Total no. of participant (26)9152 The research showed that Red Bull was highly preferred by the participants with 58% appreciating the taste of Red Bull. Burn was preferred by only 35% of the participants. 4. 2. 2 Analysis of Online questionnaire survey The illustration of various measures to which the consumer gave importance when buying energy drink is shown in the figure below. Figure 7 Customers’ emphasis when buying energy drink Source: Appendix 10 We found data of customers according to the importance they give to various measures or elements when they want to buy an energy drink. The above graph shows that 53% of the total respondents said flavor is very important when they buy energy drink. About taste, 60% said it is very important. None of the respondents said that it is not important at all. Talking about brand, only 19% said very important, 34% said important, 30% said not so important and 17% said not important at all. About price, 51 %( more than half population) said that it is very important. Only 5% said not so important and no respondents said that it is not important at all. So far as convenient place to buy is concerned, 29% said very important, 54% said important. When packaging is concerned 16% said very important, 29% said important 39% said not so important and 16% said not important at all. When it is about effectiveness, 44% said it is very important, 38% said important. Thus the analysis shows that flavor, taste, price, convenient buying options and effectiveness of the drinks are important for customers where as brand and packaging are not that important in buying decision. Based on the various factors to which the consumers give preference when buying energy drinks, comparative analysis between Burn and Red Bull has been carried out. This can be described from the figure given below. We asked the respondents to evaluate Burn and Red Bull giving them 4 options (Very Good, Good, Bad, Very Bad). But here in the analysis we have taken only two options as we think these two options are sufficient for comparative analysis. Figure 8 Comparison of Burn and Red Bull based on the various factors Source: Appendix 11 The above figure shows the customers preference between Burn and Red Bull on he various factors which are important for their buying decision. 34% of the total respondents said the flavor of Burn is good and 23% said very good while 48% and 29% said the flavor of Red Bull is good and very good respectively. Similarly, 39% and 13% of the total respondents said the taste of Burn is good and very good respectively while 52% and 29% respectively chose goo d and very good for the taste of Red Bull. As far as brand is considered, 39% and 26% said the Burn brand is good and very good respectively while 42% and 45% said Red Bull brand is good and very good respectively. When it is about price, 27% and 12% chose good and very good for Burn while 16% and 12% for Red Bull. 35% and 23% of total population said Burn is good and very good respectively when considering convenient to buy whereas for Red Bull it is 38% and 17% respectively. About packaging 36% and 22% answered good and very good for Burn while for Red Bull its 45% and 18%. Finally for the effectiveness of the product, 39% and 18% respectively chose good and very good for Burn while it is 45% and 25% for Red Bull. Thus the analysis shows that customers highly prefer Red Bull while relating to flavor, taste, and brand. On the other hand, with relating to price, convenient to buy and nice packaging, customers seemed to prefer Burn. So far as the effectiveness is concerned, Preference towards Red Bull is high but the difference is not so much. 5 Findings and summary of the analysis According to the analysis presented above, it can be seen that the energy drink market segmentation is more concentrated on the costumers between age group of 18-25 and that the customers are dominantly male rather than female. Looking at the geographic distribution the market segment is undoubtedly concentrated on Copenhagen with to some extent also in Sj? land. However, the other fact is also that since Copenhagen is the largest city with dense population this result is quite obvious. The other important findings of the study regarding the life style of the customers relating to the consumption of energy drinks is that energy drinks are excessively consumed as a mix in alcohol and then it is consumed while people get tired. Also energy drinks are often consumed just 1 or 2 cans per week. Normally customers are willing to pay 16-20 DKK for the drink. The analysis shows that in general the customers give high importance to the flavor, taste, price, effectiveness and buying convenience while making their buying decisions of energy drinks and that the brand and packaging are not of importance for the customers. Keeping this in mind the competitor benchmark of Burn and Red Bull Red Bull clearly shows that though Red Bull being a new entrant in the Danish market it has succeeded in taking good share of energy drink market in Denmark. Red Bull is preferred by customers in terms of its flavor, taste which are important factor in general for customers while making their buying decisions. Similarly, with the effectiveness as well Red Bull is preferred by customers in comparison to Burn. Burn is preferred by customers in packaging which not of important factor for customers. But Burn still dominate Red Bull in terms of its easy availability at stores which is due to the fact that it is distributed by Carlsberg Brewery which is considered to have a very strong distribution channel in Danish market. (footnote) Again at price Burn is rated better owing to the fact that they are cheaper than Red Bull. Of course with the brand Red Bull is rated much better as it is an internationally recognized brand. Recommendations Based on above findings following recommendations have been suggested for Burn to improve its products, promotion and pricing strategy. The recommendations will be based on the marketing mix (4 Ps) which is product, price, place and promotion. 6. 1 Product Since the research findings show that Red Bull has dominant preference by customers in terms of flavor, ta ste and effectiveness, therefore Burn has to come up with innovative product development in order to provide added value to its product so that customers preferences divert towards Burn. Therefore, considerable amount of resources and time should be spent on research and development of variety of flavors and appealing taste with its product. Since the market segment of the energy drink is mostly 18-25 years old and that they consume it as mix in alcohol so the taste preference of these age group should be taken into consideration and the flavor and taste should be developed which is appealing while mixing with alcohol as well. 6. 2 Price Relating to the price, Burn is cheaper that Red Bull and realizing the fact that Red Bull is gaining market share it is wise to maintain its low price strategy. . 3 Place The research show Burn with strong placement but since strong distribution channel is its one of core competencies it has to fully utilize this competences to move ahead form Red Bull to place its products at all the convenient stores. The major priority should be given to Copenhagen since it’s the main market segment but again taking advantage of its well ma naged distribution channel it should also focus on other cities where Red Bull are not able to reach due to lack of experience with the Danish market. . 4 Promotion A well planned advertising strategy should be developed mainly targeting on the 18-25 years age group and again the male customers who are the major customers of energy drinks. Though Red Bull is world recognized brand, Burn also has its brand reputation as it is a product of world class Coca Cola Company. Thus advertising campaign should also be focused to create awareness of the Coca Cola brand among the customers while promoting Burn which can positively influence customers’ choice. Conclusion Based on the research analysis and findings, it can be concluded that within the Danish energy drinks market Burn is definitely getting a tough competition from Red Bull despite the fact the Red Bull is a new entrant in Danish market. Its global brand recognition has provided Red Bull with competitive strength which can b e a serious threat to Burn in coming future. Therefore it is a must for Burn to take timely action and initiate necessary marketing strategies to compete with Red Bull. Burn has low price advantage as well as strong distribution channel which provide Burn with an edge in the competitive market and therefore it needs to look more into product development and promotion strategy in order to compete with Red Bull and thus gain success in the competitive energy drink market. 8 References Books David Jobber. (2007). Principles and Practice of Marketing. UK. McGraw-Hill Education Pervez GH, Kjell Gr. (2005). Research Methods in Business Studies. UK. Pearson Education Bryman, A. and Bell, E. (2007). Business Research Methods. 2nd Ed. UK. Oxford University Press Burns, A. C. and Bush, R. F. (2006) Marketing Research, 5th ed. , Prentice Hall Kotler, P. and Keller, K. L. (2006) Marketing Management, 12th ed. , Prentice Hall Svend Hollensen, (2007) Global Marketing – a decision-oriented approach, Websites http://www. euromonitor. com/Soft_Drinks_in_Denmark http://advantageaustria. org/dk/news/local/Red-Bull-und-Shark. en. jsp http://www. aeofooddrink. com/34. php http://www. dietspotlight. com/burn-energy-drink-review/ http://www. redbull. com/cs/Satellite/en_INT/Products/Red-Bull-Energy-Drink-021242751115866? =1242745950125#/product-FAQ 9 Appendices Appendix 1 Questionnaire Dear respondents, we make this survey in order to obtain more comprehensive knowledge about the energy drink sector in Denmark, particularly the two big brands: Burn and RedBull. So we would highly appreciate if you spend a few minutes answering our questionnaire. Your information will be treated anonymously! 1. How interested are you in energ y drinks? oVery interested oInterested oNot very interested oNot intererested at all 2. How often do you drink energy drinks? oAlmost never oFrom 1 – 2 cans per week From 2-5 cans per week oMore than 5 cans per week 3. ON WHAT OCCASIONS DO YOU DRINK ENERGY DRINKS? oWhen I'm tired oWhen I'm thirsty oWhen I go to sports oWhen I mix with alcohol oOther (please specify in the box below) 4. Where do you often buy energy drinks? oIn the super markets oIn the bars oIn Seven Eleven oIn small shops (eg: gas station, kiosk etc) oOther (please specify in the box) 5. How much would you like to pay for an energy drink? o10 – 15 Kr o16 – 20 Kr o21 – 25 Kr oMore than 25 Kr 6. How important are the following factors when you buy energy drinks? Very important Important Not so important not important at all Good flavor Good taste Good brand Reasonable price Convenient to buy Nice packaging The effectiveness of the drinks 7. Which of these brands do you know? oBurn oRed Bull oNone of them 8. Which one of these brands do you prefer? oBurn oRed Bull oNone of them 9. How do you evaluate RED BULL in the following factors? Very goodGoodNot good-not badBad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 10. Do you have any recommendations for RED BULL to better meet your satisfaction? I don't know oI'm already very satisfied oI would recommend as follows: 11. How do you evaluate BURN in the following factors? Very good Good Not good-not bad Bad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 12. Do you have any recommendations for BURN to better meet your satisfaction? oI don't know oI'm already very satisfied! oI would recommend as follows: 13. What is your age? oYounger than 18 years old oFrom 18 – 25 years old oFrom 26 – 35 years old 14. What is your gender? oMale oFemale 15. Which part of Denmark do you live in? oCenter of Copenhagen oSj? lland oFyn oJylland Appendix 2 Interview guide for focus group What criteria do people choose when they buy energy drink products? Are different flavors important? What occasion do they drink energy drink? Eg: when they’re tired, or mix with strong alcohol, etc. What product name(s) do they like? Why? Do they know Burn/Red Bull? Where do they buy? Do they like Burn/Red Bull products? How much should a can of energy drink cost? Appendix 3 Fokus gruppe analyse 2. Semester klasse Niels Brock Lien, Niraj, Silas og Michelle Market research Alle kender begge 11 deltager 8 ud af 11 kan lide red bull Dog viste det at 6 ud af 11 faktisk kun valgte Red Bull efter blinde smagning Smagen er bedre, burn er for sodt. (inden smagning af begge m? rker) Hvor mange energidrinks drikker du per uge? 1 drikker 4-5 cans a week 4 – 3-4 cans 4 – 1-2 cans 2 mindre end 1 Hvornar drikker du energidrinks? Sprut, tr? ning, Det er meget i forhold til det at man drikker alkohol. Enighed blandt minimum 8 af deltagerne Dog drikker mange det ogsa hvis de er tr? tte eller skal til tr? ning efter en lang dag i skole. Kaffe frem for energi drink hvis man kan lide det hvis man er tr? t og skal videre, dette mener 6 ud af 11 af deltagerne hvor de andre ikke kan lide kaffe eller mener at en energi drik er bedre†¦ Hvor meget vil du betale for en energidrink? Ikke mere end 20kr, mellem15-17kr ca er de fleste villige til at betale Men ville kobe den billigste hvis de stod mod hinanden pa hylden i super marked. Energien er mere vigtig end smagen. Irriterende reklamer – for meget nogenhed – provokerende reklamer – mener 2 af deltagerne, Red Bull promoverer ikke sadan (I Dk hvert fald)

Romeo and Juliet – Juliet, Film-Play Comparison

Explore the ways in which Romeo and Juliet are presented in this scene and elsewhere in Shakespeare’s play, and the performed versions. Shakespeare’s play ‘Romeo and Juliet’ is set in Verona. The feud between the Montague family and the Capulet family reaches a climax when Juliet’s cousin Tybalt, a Capulet, is killed by Romeo, a Montague. Romeo and Juliet are first seen as very different characters, but later in the play, we realise that these two characters are not as different as we thought. In Act 3 scene 5 of Shakespeare’s play ‘Romeo and Juliet’ the scene first starts with Romeo and Juliet in Juliet’s bed.They have just spent their first, and last night together. Romeo wakes and realises that he must leave, as he has been banished for killing Juliet’s cousin Tybalt. At the beginning of Shakespeare’s play, Juliet is presented as being intelligent, calm and obedient. â€Å"But no more deep will I endart mi ne eye- than you gives strength to make it fly† This shows that Juliet is obedient and that she is saying that she will not do anything without her mothers or fathers consent. This also shows that Juliet is very intelligent and also that she is an intelligent girl.Juliet, later on in the play shows her true self and becomes more exposed so that we can see her true personality. We see that she is very sharp and witty. She can take a joke from Romeo and return with a witty reply. This shows Juliet is more, relaxed and less timid and shy than the reader originally thought. Luhrmann’s version of the play ‘Romeo and Juliet’ is set in the 1990s, as a modern day version and instead of using swords, which they probably would have used in Shakespeare’s play, they used guns. Luhrmann’s version of the play is set in L.A and so he uses places such as Verona Beach in L. A to show the resemblance between Shakespeare’s play and his own version of the play. Act 1 scene 5 in Luhrmann’s film opens with Romeo and Juliet lying together in Juliet’s bed. In Luhrmann’s version of the play, Juliet, who was once portrayed as young, foolish child, is now seen as a mature, sensible young woman. Although this could be portrayed in correctly, because in Luhrmann’s version of the play in the background of Juliet’s room, are a shelf of dolls and toys.This shows, although Juliet has matured because she is with Romeo she is still a young child of a tender age of 13. The scene is a very intense scene which shows the love and passion that Romeo and Juliet have for each other. By using the sheets of Juliet’s bed they throw over the top of them, this creates the effect of the couple being in a fantasy world all of their own, unfazed by the fact that Romeo must leave. Everything bad seems to be forgotten. It is just Romeo and Juliet making the most of their time together. Reality finally hits them both, when t he nurse knocks on Juliet’s door.Juliet’s mother is on her way to Juliet’s room and at this point, Juliet begins to dress Romeo herself, she dresses him in a brightly coloured shirt and some dark trousers, and dresses herself in a plain white night dress, nearly reaching the floor. Juliet kisses Romeo good bye and sighs but knows that if her mother found out she has just spent the night with him she would surely kill them both. Romeo climbs down her balcony, and Juliet’s distraught, but she must let him go, she knows that if he does not leave the consequences would be worse, than banishment.Lady Capulet comes bursting in just as Romeo leaves. Juliet’s mother then tells her that she will marry Paris and she cannot believe what she is hearing. She is dedicated to Romeo and Refuses to marry Paris. Her mother gives her no choice and tells Juliet that she will disown her and she will be a disgrace to her and her family. Lady Capulet will not stand for i t, and tells Juliet that if she does not want to marry Paris she must discuss with her father. Lord Capulet enters the room, and Juliet tells him that she cannot marry Paris.Her father loses his temper and threatens Juliet. Zeffirelli’s version of the play Romeo and Juliet is very similar to Luhrmann’s but is filmed and set at an earlier time to when Luhrmann’s was set. This version of Romeo and Juliet is much older and sticks more what Shakespeare wrote instead of being a bit more adventurous like Luhrmann. In Zeffirelli’s version Juliet seems to be a little more immature than in Luhrmann’s play. She seems younger and not as sensible, but also seems just as obedient as she is in Luhrmann’s version.In this scene, it begins with Juliet persuading and convincing Romeo that it is not yet time for him to leave. ‘It was the nightingale and not the lark’ Juliet persuades Romeo that it is not yet morning by telling him that what he hea rd was the nightingale, which does not sing in the morning. Romeo insists that he it was the lark, and that he must leave. Juliet shows a passion and love for Romeo in this scene, showing that she doesn’t want him to leave. Juliet wanders how she will live without Romeo. She mourns over him once he is gone. She acts as though she cannot live without him.