Icicle, Another Good Word Down the Tubes

Icicle, Another Good Word Down the Tubes Icicle, Another Good Word Down the Tubes Icicle, Another Good Word Down the Tubes By Maeve Maddox I got mindful of what is befalling the beautiful word icicle when I read a sonnet in which it was spelled ice sickle. There was nothing in the setting to propose that the artist expected a quip. A web search gave me that theres a comic book character called Ice Sickle. Various sharp picture takers have posted pictures of icicles formed like sickles and labeled them ice sickle. A large number of the a huge number of hits on ice sickle unquestionably allude to the comic book character or are intentional punnings. In any case, as is unavoidable when mainstream society gets hold of a play on words, its not some time before the first word falls into indefinite quality. Howdy. I introduced drain toppers on my roof this summer†¦.How would it be a good idea for me to balance my strands on ice sickle lights being that the toppers are currently in the manner? Much obliged! Switch Ice Sickle in my mutts water bowl. I snapped this photo [this] morning. †¦ It is formed like a triangle at its base. Pictures and collections about Icesickles distributed in outside Highly contrasting ice sickles on my entryway patio after all the snow began to soften and refreeze. (Note: The photograph shows standard icicles.) For the individuals who may not be acquainted with the standard implications, here are a few definitions from the OED: sickle: a. A farming actualize comparative in structure and use to a procuring snare, however appropriately recognized from this by having a serrated front line. Metaphorically, something having the bended or bow type of a sickle†¦ icicle: A swinging ice-arrangement taking after a bar tightening descending to a point, delivered by the freezing of progressive drops of water falling or streaming from the purpose of connection, as from the roof of a house or other overhanging point. Need to improve your English in a short time a day? Get a membership and begin accepting our composing tips and activities day by day! Continue learning! Peruse the Spelling classification, check our famous posts, or pick a related post below:50 Slang Terms for MoneyList of Greek Words in the English LanguageEducational versus Educative

History Seminar Beethoven Piano Sonatas free essay sample

After the consummation of the Hammerless, Beethovens enthusiasm for the piano sonata would not disperse. The following three piano sonatas, composed over the range of three years, have continuous creation numbers: Pop. 109 in E major, Pop. 110 of every A level Major, and Pop. 11 In C minor. Beethoven obviously moved toward his last three Plano sonatas as a solitary project.In the letters to Doll Schlesinger dated 30 April 1820 and 20 September 1820, Beethoven referenced that: l am likewise ready to sell you some new sonatas, however at no other cost than 40 florins every, in this way maybe a great deal of three mantas for 120 florins. Everything will go all the more rapidly on account of the three sonatas-the first is very prepared put something aside for revising the duplicate and I am working uninterruptedly at the other two. Among the three last piano sonatas, Pop. 111 may have the most fascinating history.For model, the essential topic of the first development showed up in Quite a while sketchbook in 1 801 . We will compose a custom exposition test on History Seminar: Beethoven Piano Sonatas or then again any comparative point explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page As per a nineteenth-century German manager, Gustavo Notebook, this topic may have been expected for the finale of one of the Pop. 30 violin sonatas. On 3 July 1822, Beethovens distributer of Pop. 11, Adopt Schlesinger kept in touch with Beethoven in regards to his anxiety for the two-development design, inquiring as to whether a third development had been abandoned by the copyists. As per Anton Schneider, Beethoven addressed calmly that he had not had the opportunity to compose a third development, and had in this way essentially extended the second. In any case, two-development piano sonatas were not incredible in Beethovens oeuvre. Works, for example, the Piano Sonata Pop. 54, Pop. 78. Furthermore, Pop. 90 comprise of two developments of an a lot shorter length and lighter weight. As I would like to think, the explanation that Pop. 111 is two-developments, other than the remarkable weight and length of the subsequent development, is its extra-melodic Implication made out of a two-development conspire which will be talked about In a later passage. Pop. 111 was composed somewhere in the range of 1821 and 1822 and committed to Archduke Rudolf of Austria.Critics of the time thought that it was hard to comprehend it when it was distributed in 1823; Journalists started to utilize Beethovens deafness as a helpful clarification for Its degree of specialized experimentation and its Intensely close to home nature. In 1823. A survey in The Harmonic of London expresses that: The Sonata, Pop. 111 comprises of two occasions. The first double-crosses a vicious exertion to create something looking like oddity. In It are noticeable a portion of those disharmonies the brutality of which may have gotten away from the perception of the composer.The second development is an Irritate We have dedicated an entire hour to this conundrum, and can't settle. Made In the pivotal key of C minor, Pop. 111 offers comparative attributes with works written in a similar key, for example, Piano trio Pop. L No. 3, String Trio Pop. 9 No. 3, Violin Sonata Pop. 30 No. 2, Plano Sonata Pop. 10 No. L and Pop. 13, Piano concerto Pop. 37 No. , Symphony Pop. 67 No. 5, and Corcoran Overture Pop. 62. Chopin was known to have extraordinarily appreciated Pop. 11, and such relationship between C minor and the game changing character can be found in his second piano sonata and the Revolutionary Etude in separately. Other than the decisive character, its inferred melodic importance has been Model perceived. As Alfred Breeder states, Pop. 111 leaves a double impression-it is the last declaration of his sonatas just as an introduction to quiet. Various journalists have proposed that the importance of this last sonata goes a long ways past the way that he sonata basically finishes Beethovens piano sonata organization. William Zimmerman depicts the philosophical importance of Pop. 111: Beethovens last piano sonata is a landmark to his conviction that answers for the issues confronting mankind lie ever Nothing our grip on the off chance that they can be seen the truth about and be stood up to by models of human change. The core of such acknowledgment of philosophical importance in pop. 111 is the stylish of the two-development sonata plan, which joins and suggests dualism of two antithetic thoughts. At the end of the day, Pop. 1 lays the stage for the extra-melodic fights between two inverse powers happening not just inside a development, and between the first and the subsequent subject, yet in addition among the developments. Beethoven sets the accompanying in opposition to each other: the rash Allegros con brio De enthusiastic and the tranquil Adagio shed straightforward e cantabile; chromatic amicability of the topical turn of events and advances and the diatonic congruity of the topic; C minor a nd C major; basic time with duple region and compound meter Ninth triple region; visit interference of agreement and beat and one tempoNinth no interference; and direct style with fugal entries and incredible assortment of console composing. What's more, the primary development is organized in a blend of sonata structure and fugue, which shows the writers unique and striking viewpoints. The mix of two conventional components liberates the fugue from being kept to the improvement area of the sonata. The subsequent development, then again, is thrown in the subject and variety. Despite its extensiveness, the music follows the customary variety conspire with one fundamental rhythm kept up all through the development.

classroom management Essay -- essays research papers

There are a wide range of approaches to run a fruitful and viable study hall. Various individuals have attempted to offer me the best guidance for making things work, in any case it will be my decision to choose what works best for me. By evaluating the understudies' needs, I will have the option to give an educational plan and homeroom condition that will ideally spur their learning. In evaluating my own needs, I can make the best possible activities important to ensure that those requirements are met. Rules and outcomes fall under both the requirements of the understudy and the educator, so those are basic too. In the accompanying, I will examine what I see as the requirements of the understudy, the necessities of the educator, and how my way of thinking on rules, outcomes, and control play into these requirements.      According to a few instructive analysts and scholars, there are a wide range of requirements of an understudy. I concur especially with Glasser, who expresses that understudies have a requirement for having a place, "fun", opportunity, and a warm situation with an important and connecting with educational program. Linda Albert contributes more by conjecturing that the understudy needs to feel acknowledged (by being what their identity is, without judgment), and that understudy needs consideration and friendship (Devito, 2004). These, as I would see it, are the absolute most significant needs that an instructor may confront, particularly when educating young people. While all understudies have various requirements, these are a not many that are shared by most.      Often times, as an instructor you are the most compelling grown-up figure in a kid's life. By making a warm situation where the understudy feels good, however is anxious to come to, you have made the start of a fruitful learning condition. When you have the understudy in class, who is prepared to learn, the requirement for an intriguing and animating educational program is an absolute necessity. One can't show an understudy who is withdrawn and exhausted, so as an instructor it is important to comprehend the requirement for investigating subjects of interest.           Not just do understudies have the requirements as recorded above, yet as per Kohn, they likewise want to be treated as people (Devito, Spring 2004). Fairly, Glasser says they additionally need a feeling of intensity notwithstanding their should be treated as people (Devito, Spring... ...tor, not a colleague. Restraining an understudy isn’t the feature of my profession way, yet it is basic to keeping up the sorted out homeroom I need and it will be finished. So as to learn, understudies need discipline with poise. They have to realize that bad conduct isn't alright, and that there are rules and guidelines to live by in the homeroom, much the same as there is in the â€Å"real world†. Understudies, when given a daily schedule and are treated with structure, for the most part perform better. By imparting discipline in the homeroom, I would like to give a progressively steady and increasingly powerful learning condition for all. Most importantly, my instructive way of thinking in discipline centers around consistency. I have learned through all scholars, Ms. Devito, all my different educators, and by my own experience this is an unquestionable requirement in the study hall. It is essential to be immaculate with our promise as educators in light of the fact that generally, it is the main influence that we have over the understudies. As people alone, it is the most incredible asset that we have. On the off chance that an instructor makes bogus guarantees and void dangers, at that point unavoidably, their assertion gets useless and their validity is demolished. This is some place no instructor needs to go.

Organizational Developement Free Essays

This is a significant idea in viable counseling since hen we know about our inclusion in the association, it’s permits the advisor to find where level are the individuals, how might we do to improve certain things, how they use to work. It’s permits the specialist to discover an answer for certain issues. 2. We will compose a custom article test on Hierarchical Developement or then again any comparative point just for you Request Now On the off chance that individuals are keen, for what reason do they have to figure out how to learn? I don't get Argyles' meaning by that? By that Arises implies that regardless of whether individuals are exceptionally shrewd they have to figure out how to learn. In the content Arises said that:† They once in a while experience failure† and since they are quite often effective, they don’t realize how to deal with disappointment the day when it’s show up. This Is call â€Å"single circle learning’. He likewise clarifies that individuals don’t see that they can Improve their learning by utilize the idea call â€Å"Double circle learning†. This idea talk about how to permit us to consider how and why an individual acting. 3. What is the distinction among procedure and substance? What is your solace as an expert taking a shot at the procedure level? On the substance level? How solid are your procedure aptitudes? How would you know? What are your â€Å"content† claim to fame territories? I. E. , where might you be able to, as a specialist, include content an incentive In authoritative dynamic? ) And would it be a good idea for you to? A procedure can be characterize as Sequence of associated and connected systems which, at each stage, expend at least one assets (representative, time, vitality, machines, cash) to change over sources of info (information, material, parts, and so on ) into yields. These yields at that point fill in as contributions for the following stage until a known objective or final product Is reached. An idea can be characterized as something which must be done a reason to achieve; this Is the thing that makes the procedure. I figure I would be more grounded on the procedure level. I realize that in light of the fact that I’m the individual from a Hip Hop band that I have made, and I realize that when we have something to accomplish for instance a music to perform or to record, I know precisely what to do and what I have to state all together that different individuals from the band did what they need to do, I feel that in regards to my examination my substance strength territory will be the advertising and the administration section 4. How could/would a fruitful change operator apply Chain’s model to his/her work? In any case, there was many individuals this year so they couldn’t permit everyone to take part and all the people who were in entry level position like me had not the option to go to this exceptional day. * Egocentric problem: In one of my last entry level position I was working with a chief who was extremely egocentric and all when I attempt to propose him some news things he was changing my suggestion with one of him and state to me it was on the grounds that he has more understanding than me. Instructions to refer to Organizational Developement, Papers

Why Is Testing Stage of Sdlc so Important?

For what reason is the trying phase of frameworks advancement so significant? November 2012 Introduction †¢ Systems Development Lifecycle †¢ Types of SDLC †¢ Stages of SDLC †¢ Waterfall strategy Testing Program Testing Acceptance Testing Limitations of Testing Case Study 1: University of Salford Case Study 2: Knight Capital Group Summary Conclusion References Systems Development Lifecycle †¢ Systems Development Life Cycle (SDLC) is the way toward creating data frameworks through different stages from distinguishing starting necessities through investigation, structure, testing, mplementation and upkeep. †¢ Many various models however each by and large comprises of a progression of characterized steps or stages. Laudon and Laudon (2006) Types of SDLC †¢ Waterfall †¢ Fountain †¢ Spiral †¢ Rapid prototyping †¢ Incremental Bocij et al (2006) Waterfall †¢ One of the most established, most popular †¢ Linear successive arrange ment of stages †¢ Review at end of each stage before proceeding onward to the following †¢ Logical chain of occasions, e. g. programming can't start until particular finished †¢ Many various renditions †¢ Many pundits †doesn't work? Laplante and Neill (2004) Dennis et al (2008) Stages of SDLCVary as indicated by the procedure utilized however normally some variety of the cascade technique which has Galin (2004) filled in as a system for other people. †¢ Systems investigation †recognize issues and build up prerequisites †¢ Systems Design †make structure details †¢ Programming †make an interpretation of plan particular into code †¢ Testing †¢ Conversion †plan transformation, train clients †¢ Production and Maintenance †work, assess and alter the framework Laudon and Laudon (2006) Testing Why test? Framework ought to be tried to guarantee that it meets the necessities spread out toward the beginning of the procedure. Build up a test plan †¢ Involve clients just as engineers †¢ Simulate information and test framework forms e. g. entering another record, embeddings mistaken information Laudon and Laudon (2006) Test Plan Test Number Purpose of Test Data Expected Result Actual Result 1 Test the approval rule on the â€Å"Date of Birth† field to guarantee that legitimate dates of birth can be entered. 15/02/1988 Accepted 2 Test the approval rule on the Date of Birth field to guarantee that a date later on can't be entered. 14/10/2013 Rejected Accepted Adapted from: Laudon and Laudon (2006) Testing 2 essential periods of testing: program testing †guarantees that the projects fill in true to form in controlled condition †¢ acknowledgment testing †guarantees clients can utilize the framework and that it works true to form when being used. Laudon and Laudon (2006) Program Testing 3 stages †¢ unit testing †singular modules of the framework are tried for any potential mistakes in the code. †¢ combination testing †to check the modules cooperate true to form †¢ complete framework testing †perceive how all the parts will function under different conditions Bocij et al (2006) Acceptance Testing User Acceptance Testing (UAT) by genuine end clients of the ystem to decide how well it lives up to their desires and prerequisites. †¢ alpha testing †utilizing reenacted information †¢ beta testing †utilizing genuine information †last stage before execution Bocij et al (2006) Acceptance Testing †¢ Security testing †regardless of whether security strategies have been actualized as expected †¢ Recovery testing †how the framework responds when it has been compelled to come up short †¢ Performance testing †in various situations †¢ Stress testing †endeavors to â€Å"break† the framework by not following rules. Takes a gander at how the framework performs unde r substantial interest. Bocij et al (2006) Limitations of Testing Impossible to ensure that once a framework is tried it will work precisely true to form †¢ Too numerous variables to do comprehensive testing †¢ It is frequently given inadequate significance and different stages overwhelm to the detriment of testing †¢ Cannot preclude unanticipated issues sometime later BUT: Gives a smart thought, recognizes significant mistakes Morris (2005), Bocij et al (2006) Case Study 1 †Careers Service †¢ New framework to oversee Careers Service arrangements, workshops and occasions †¢ Alpha testing uncovered scarcely any blunders which were settled †¢ Beta testing uncovered noteworthy issues re: understudy status, ducation subtleties, arrangement booking capacities †¢ Issues were settled and pilot framework propelled †¢ Phased execution. Testing continues†¦ Case Study 2 †Knight Capital Group †¢ Trading US values electronically (high r ecurrence exchanging) †¢ Dormant programming from a heritage framework coincidentally reactivated †¢ Multiplied stock exchanges by 1000 †¢ brief deferral in closing down the framework †¢ Proper testing and â€Å"appropriate showcase simulations† †¢ Estimated $440M misfortune Detterman (2012), Ruhle, Harper and Mehta (2012) Summary †¢ Defined SDLC †¢ Types and Stages of SDLC †¢ Types of Testing †¢ Limitations of Testing Case considers exhibit significance of exhaustive testing Conclusion †¢ Testing uncovers any blunders and contrary qualities †¢ Essential to guarantee they can be rectified before usage †¢ Testing is a ceaseless procedure. There should be a cut off point before usage however it can (and should) proceed †¢ Testing is basic since it is the best way to decide if the framework works to necessities and really works! Laudon and Laudon (2006), Cervone (2007) References Cervone, H. F. (2007),†The fr amework advancement life cycle and computerized library development†, O CLC Systems and Services, Vol. 3 Iss: 4 pp. 348â€352 [online]. Accessible from: [Accessed 12 November 2012] Dennis, A. , Wixom, B. H. and Roth, R. M. (2008) Systems Analysis and Design, fourth Edn, Oxford: Wiley Detterman, E. (2012) â€Å"Software Development Life Cycle (SDLC) Case Study †Result = $440m Loss. † Solid Logic Technology. 12 August 2012 [online]. Accessible from: [Accessed 11 November 2012] Galin, D. (2004) Software Quality Assurance: from hypothesis to usage. Harlow: Pearson Education Laplante, P. A. and Neill, C. J. (2004), â€Å"The Demise of the Waterfall Model Is Imminent† and Other Urban Myths†, ACM Queue, Vol 1, No. 10 [onliine].Available from: [Accessed 12 November 2012] Laudon, K. C. what's more, Laudon, J. P. (2006) Essentials of Management Information Systems: Organization and Technology in the Networked Enterprise, ninth ed. , New Jersey: Prentice-Hall M orris, S. , (2005) â€Å"Software Development Cycle†, Tessella Support Services plc, accessible at < http://www. tessella. com/wp-content/transfers/2008/05/softwaredevelopmentcycle. p df> [accessed 12 November 2012] Ruhle, S. Harper, C. and Mehta, N. (2012) Knight Trading Loss Said to Be Linked to Dormant Software. Bloomberg. 14 August 2012. [online] Available from: {Accessed 01-11-2012]

Startup Hubs Around the World Dublin

Startup Hubs Around the World Dublin Dublin offers the entrepreneur the chance to live in a city rich with history. In a country dotted with castles and where legends of leprechauns abound, entrepreneurs may wish they had some extra luck to help their company succeed. © Shutterstock.com | David EganTo find out what Dublin has over other startup cities, we’ll explore 1) the location, 2) the tax incentives, 3) legal incentives, 4) investors, 5) local resources, 6) specialization of the area, and 7) startups to watch.LOCATIONStrategically located on the west side of Ireland, at the mouth of the River Liffey, Dublin is quickly becoming one of the hottest entrepreneur markets in the world. Conveniently located near the larger European cities, it is establishing itself as a proving ground for startups that are looking for a gateway to the European market or simply want a more relaxed setting to work in.Geographical BenefitsThe River Liffey runs straight down the middle of the city, effectively creating a diving line that marks distinct differences between the two halves. Eloquently referred to as ‘the Northside’ and ‘the Southside’, these two parts of the city are markedly different. The Northside of the city is predominantly working class, w hile the Southside is home to the middle to upper-class portions of Irish society. Along with the physical division of the city, there are stereotypical divisions that correlate to the respective sides. Entrepreneurs who are establishing a startup within Dublin must be aware of the subtle differences in the various locations around the city.Bordered by farmland to the north and a flat mountain range to the south, Dublin is surrounded by beautiful pastoral scenes that give it a picturesque edge over the massive metropolis cities it competes with. With such peaceful surroundings, the entrepreneur has an easy escape when a break is needed from the bustle of the big city. Home to approximately 2 million residents, Dublin can become congested easily, but can still manage to feel as though it is a small town.Advantages of choosing the cityAs the capital city of Ireland, one would expect the philosophical belief that ‘all roads lead to Dublin’. In fact, the reality is that Irelands’ literal roads all lead to Dublin. Transportation by car within Dublin is easily established. The roads use a tier-toll system to accommodate the growing needs of the city; all cars must be registered and electronically tagged. The electronic tagging allows for quick and easy tolls as the car goes past the station.Another form of transportation is the public transport system. In Dublin, that system contains busses and railways. The busses operate on a time-stage system move seamlessly through the ten regions that make up the city. The busiest airport in Ireland, Dublin has an international connection that can transport entrepreneurs anywhere in the world easily. Due to its location, Dublin is the startup hub closest to the United States. It offers shorter, more frequent flights to the US.Finally, one of the more recent additions to the transportation dilemma is the use of bicycles. While the idea of riding a bike everywhere is not new, the concept of renting a bicycle through a usage membership is definitely new. DublinBikes is a self-service bike rental that allows users to ride and return the bikes throughout the city. This innovative service has provided millions of bike rides over the years in a city that normally focuses on cars and trolleys, using some willpower to get exercise and sightsee at the same time can really pay off.The city is also home to a thriving culture with libraries, literature and entertainment regularly offered for residents. Nightlife can be found around the city’s center, with its focus on the younger crowd with their dress, drinks, and entertainment.Dublin is in a unique business position. The economic downturn that the global economy suffered served to push talented workers out of the workforce. In conjunction with skilled workers graduating from college, there is a deep pool of talent that can help to create some of the brightest startups in the world. This workforce ready group of people has the ability and the knowhow to chan ge their world through the establishment of startups.TAX INCENTIVESMany people mistakenly assume that Dublin’s claim to fame is their lower tax rate. While their tax rate is low, it is important to understand that more than a simple tax code is going to be needed to draw entrepreneurs to the capital city. However, for the companies that are lured by the prospect of tax advantages, the visit to Dublin will not be a disappointment.Rated by World Bank’s ‘doing business’ report as the EU location that is the easiest to start a business in, Dublin has the most business friendly tax structure in Europe.Corporate tax rates set at 12.5% one of the lowest rates in Europe. They have an extremely flexible Research and Development tax strategy, where startups are allowed to claim tax back, even if they have claimed a loss. This essentially allows startups to avoid having to pay any corporate profit taxes. Additionally, there are agreements that allow for double taxation.Tax depreciatio n on intangible assets and intellectual property is available for entrepreneurs, and the wise startup company will take advantage of it as quickly as possible.With extremely business friendly government support, the entrepreneur in Dublin is already at an advantage over startups in most of the world. The tax structure is an added bonus.Atmosphere Dublin 2014 Eoin Costello Embracing Entrepreneurship in Ireland LEGAL INCENTIVESAlong with an array of startup friendly tax codes, Ireland has created a number of legal incentives that allow the entrepreneur to quickly and easily establish a business. The streamlined process to start and license a company is handled efficiently, allowing entrepreneurs to get up and to run right away. There needs to be an improvement in the immigration process to allow entrepreneurs to secure the appropriate visas quickly, but overall the government is highly supportive of the startup market.The culture of Dublin is very welcoming to the multi-nationals wh o have made it their home. This global representation can be seen in virtually every startup within the city and is a dynamic force in the continued development of entrepreneurship in Dublin. It is not uncommon to find a German, a Jew and a Russian all in the break room at the same time and even all partners together in a startup.INVESTORSWith a business friendly environment and fantastic tax codes, it is no wonder that Dublin has managed to attract some of the biggest names in investment to set up offices in Dublin.In keeping with their business friendly policies, Dublin is making it as easy as possible for outsiders to invest in startups within the city. By allowing both investors and entrepreneurs a chance to flourish in the Irish city, the economy of Dublin is beginning to recover.The Employment and Investment Incentive (EII) was designed specifically for Irish investors. Resident taxpayers who invest in startups are eligible for additional tax credits and deductions. The Immigr ant Investor Program allows individuals with a background in business to relocate to Ireland and invest in a startup. There are a variety of options available, depending on where the investor’s comfort threshold falls.Over 35 international investors have expressed an interest in the Irish start-up marketplace and invested over the course of the last year. With such a strong backing, it is no surprise that Dublin has more seed funding available than any other EU nation.Venture capital funders are finding that they have a number of startups to choose from when selecting where to invest their money. Additionally, startups are discovering that initial funding is easy to come by, providing the startup has handled all the paperwork and legalities.Funds are being established to allow for funds to be distributed to startups who reach their second wind and need to take a leap of faith to expand. By constantly being on the lookout for upcoming startups and technologies, Dublin’s entrepren eurial market is continuing to grow.Sweet Success in Dublin, The Experience of Being an Entrepreneur LOCAL RESOURCESOne of the strongest resources that Dublin has is the size of the workforce. Skilled workers with several years’ experience working for some of the world’s biggest tech firms begin to look for opportunities to use what they’ve learned. This sub-culture of entrepreneurs has become essential in the continuation of Dublin as a global startup hub.In global rankings, Ireland is fourth for the availability of their skilled workers and 7th for how they handle their financial skills. Dublin’s entrepreneur group is one of the youngest in the nation and has some of the most highly skilled labor forces in the world.The Liffey Trust is another resource that entrepreneurs can take advantage of in Dublin. The trust, named after the river that divides the city, is a trust that has been in existence for over twenty years. Formed with the idea of helping entrepreneurs get jobs, the trust has converted a floor in an office building they own into an incubator. By prioritizing that space specifically for startups, they are encouraging entrepreneurship to flourish in the city. As a hub and a community, the building will serve as a beacon of hope to potential entrepreneurs everywhere.Another important resource that Dublin has is the English language. Entrepreneurs who are looking to set up their business in Dublin need not fret over learning a second language: they are all speaking English. This is a tremendous advantage for a city located so closely to other European hubs â€" and can help it to come out on top when doing a side by side comparison.Enterprise Island is the government of Dublin’s organization to help the bustling startup community to breathe. Through Enterprise Island (EI), startups have the opportunity to collaborate on projects, find funding, make connections and build relationship within the community. It provides information to its entrepr eneurs about housing, relocating to Ireland, etc.SPECIALIZATIONWhile the marketplace in Dublin is thriving in a multitude of fields, there does not seem to be a clear distinction of specialization. However, there are several areas that seem to be attracting more attention than the others and deserve some mention or attention.Two opposites in scope, gaming and health are big fields in the entrepreneur marketplace in Dublin.Gaming tech development ranges from the gaming protocols and software needed to play games. Gaming is a billion dollar industry; new games are being released every day that have the potential to go viral. Game developers in Dublin are creating new games, new methodologies and new technologies to increase the gaming scope, develop a new game approach or add new protocols to existing games.The other end of the specialization scope is the field of healthcare. As the global population begins to age and slow down, the demand for new and innovative technologies to improv e quality of life will continue to increase. Dublin’s startup market is determined to be on the forefront of the industry with their development of apps, programs and other resources that can be used to improve and track client health.STARTUPS TO WATCHBragBet: An interactive gaming experience, BragBet allows users to create a team, establish a team ‘pot’ of money, trash talk each other and bet on their favorite sports teams and games. A mix of social networking, gambling, and innovation, this is the new era of gambling. Users can establish an account that allows them to track and manage their bets, as well as keep in touch with the others in their team.Conker: Designed specifically for game developers, Conker is a gaming platform that helps programmers make more money in games. Specifically, this platform was designed to be run in conjunction with a freetoplay app. By using behavioral analytics, the system can use predictive technology to develop what response a player will ha ve, and then plan the game accordingly.Foodcloud: An indicator that entrepreneurship is not limited to specific age brackets, Foodcloud is an outstanding example of what happens when young developers start to design. Created as a smart phone app, Foodcloud allows local businesses and restaurants to upload details about surplus food to the app. Messages are then automatically sent out to the nearest community service group. They can accept the surplus (and go pick it up for use) or decline it (it will then be offered to the next nearest group).CloudDock: The answer to many an online storage user’s prayers, CloudDock has developed a platform that allows their accounts to all be synchronized. As a standalone system, CloudDock can work with storage programs like DropBox, Google Drive and more seamlessly.Intercom: A customer relations management tool, Intercom is designed for SaaS and web based businesses. An easy to navigate interface, it allows the user to integrate all of the data w ithin a database to be updated easily, tracks social media interactions, and monitors customer activity. With a successful funding campaign, it is expected to be a heavy weight in the growing CRM market over the next few years.BalconyTV: A throwback to the days when MTV was about music, Balcony TV is a new reality show designed to allow viewers to discover new music in the form of live concerts. The series features indie bands, musicians and other performers from around the globe and has amassed a large following already. An authentic source for rediscovering the pure joy of good music, the founders of Balcony TV are reminding the world that music used to be about, well, music.Soundwave: Another music based startup, Soundwave is an interactive app that tracks the users’ playlist preferences, detailing where and when music was listened to, how often a track is played, where it was downloaded and more. It provides an interesting look at an individual’s listening habits and also of fers music companies analytics of who is listening to particular songs.

Russian in International Relations Essay - 1100 Words

Russian in International Relations (Essay Sample) Content: [Name][Course][Institution][Professor][Date]The commonwealth of independent states is a group of states that work together on a large list of mutual issues including defense, foreign policy and economics. This group of nations formed when the Soviet Union, now known as Russia dissolved completely in 1991. The commonwealth of independent states possesses nominal powers in coordination of trade, security, lawmaking and finance. The group continues to integrate further with the intention of creating a common market, for instance by the creation of the Eurasian Community. Russia for a while has attempted to maintain a presence in this region even after the dissolution of the Soviet Union. These nations heavily depend on resources like oil which they buy from mostly Russian owned firms. The prices of these resources are heavily controlled in Moscow. Russia also continues its push to make Russian an official language in the countries of the commonwealth of independent state s. This is evidently to increase and maintain its influence.These nations that lie between the eastern border of the European Union and the western border of Russia are the most important source of disagreement between Russia and the west. They have spawned a big geopolitical competition for influence between the two economic giants. Russia has even adopted policies and military doctrines that label NATO as a threat to justify the right to intervene in the issues of the nations in the Commonwealth of independent states belt. Russia is more determined than ever to stop western influence in this region. This is evidenced by the à ¢Ã¢â€š ¬Ã‹Å"smallà ¢Ã¢â€š ¬ war fought between the Georgian security forces and Russia-backed secessionist regions of South Ossetia and Abkhazia. The geopolitical root cause of this war was Georgiaà ¢Ã¢â€š ¬s desire to align itself with the west and Russiaà ¢Ã¢â€š ¬s determination to stop it. And to date, Russia has not abdicated ità ¢Ã¢â€š ¬s determinat ion to keep these countries under its influence and a safe distance from western influence. This has resulted in instability in this region and a surge in separatists. This is the reason why the European Union and Russia should find a common ground on how they handle the issues of this region for the good of the people in these countries.Russia, being at an advantage over the commonwealth of independent states nations can use its economic and technological strength to help these nations. Currently, Russiaà ¢Ã¢â€š ¬s main focus is resource extraction, control of trade and power in the region. If it is to maintain the desired influence in the region, Russia has to switch the way it pushes to attain this goal. Being closest to the region than the west in terms of geography, culture and socio-political structures, there is a higher chance of attaining greater influence than other competitors only if methods and policies acceptable to the people of these states are employed. It has been noted that many people from the Caucasus region go to Russia to seek jobs and economic opportunities. This is an indicator that Russia is in a position to help these nations with technical assistance to economic reforms. Technical training and dispensing of skills and technology, followed with industrial investment and assistance could greatly help the people in these nations.The European Union has gone ahead to introduce the Technical Aid for the Commonwealth of Independent States, to aid their transition to democratic market-oriented states. The program, initiated in 1991, aims at giving technical assistance to these nations by the European Union, which remains the single largest donor of foreign assistance in the world. This act most definitely drives the increase in influence of the European Union in this region and Russia, to achieve its objectives should pick a leaf from the strategies employed by the European Union. This way, Russia can effectively counter the growing influe nce of the west in the commonwealth of independent states without having to resort to military option that lead to destabilization of the region. With economic, industrial and technical assistance to the region, Russia can be able to win the influence and supremacy wars if managed well. The people of this region can also get an opportunity to live peacefully in pursuit of their dreams and life goals.The European Union on the other hand has shown interest in the growth and development of these states into democratic market based countries. Ever since the disintegration of the Soviet Union, the Eastern European nations and South-Caucasus region had little or no experience in democratic rule. The Union has therefore resorted to help these nations develop a culture of democracy in their institutions. The most effective way to achieve democratic development in regions that never had the system and structure of leadership in society is to start from the bottom up, which is the strategy fa vored by the European Union. Non-governmental players and private sector organizations can be used to establish a base. This base over time would allow for the adoption the communities should also be heavily involved so that a democratic culture is built from bottom up. This is because instilling democratic principles in existing leaders who donà ¢Ã¢â€š ¬t possess the virtue wouldnà ¢Ã¢â€š ¬t be easy. It is only through democracy that leadership and decision making can be monitored, questioned and checked. This way, economic strengthening and technical assistance can be more easily achieved.The European Union should also be aware of Russiaà ¢Ã¢â€š ¬s suspicion of its presence in the region. Russia views the west with suspicion and as mentioned earlier, it has labelled the NATO as a threat. This has led to the interfe... Russian in International Relations Essay - 1100 Words Russian in International Relations (Essay Sample) Content: [Name][Course][Institution][Professor][Date]The commonwealth of independent states is a group of states that work together on a large list of mutual issues including defense, foreign policy and economics. This group of nations formed when the Soviet Union, now known as Russia dissolved completely in 1991. The commonwealth of independent states possesses nominal powers in coordination of trade, security, lawmaking and finance. The group continues to integrate further with the intention of creating a common market, for instance by the creation of the Eurasian Community. Russia for a while has attempted to maintain a presence in this region even after the dissolution of the Soviet Union. These nations heavily depend on resources like oil which they buy from mostly Russian owned firms. The prices of these resources are heavily controlled in Moscow. Russia also continues its push to make Russian an official language in the countries of the commonwealth of independent state s. This is evidently to increase and maintain its influence.These nations that lie between the eastern border of the European Union and the western border of Russia are the most important source of disagreement between Russia and the west. They have spawned a big geopolitical competition for influence between the two economic giants. Russia has even adopted policies and military doctrines that label NATO as a threat to justify the right to intervene in the issues of the nations in the Commonwealth of independent states belt. Russia is more determined than ever to stop western influence in this region. This is evidenced by the à ¢Ã¢â€š ¬Ã‹Å"smallà ¢Ã¢â€š ¬ war fought between the Georgian security forces and Russia-backed secessionist regions of South Ossetia and Abkhazia. The geopolitical root cause of this war was Georgiaà ¢Ã¢â€š ¬s desire to align itself with the west and Russiaà ¢Ã¢â€š ¬s determination to stop it. And to date, Russia has not abdicated ità ¢Ã¢â€š ¬s determinat ion to keep these countries under its influence and a safe distance from western influence. This has resulted in instability in this region and a surge in separatists. This is the reason why the European Union and Russia should find a common ground on how they handle the issues of this region for the good of the people in these countries.Russia, being at an advantage over the commonwealth of independent states nations can use its economic and technological strength to help these nations. Currently, Russiaà ¢Ã¢â€š ¬s main focus is resource extraction, control of trade and power in the region. If it is to maintain the desired influence in the region, Russia has to switch the way it pushes to attain this goal. Being closest to the region than the west in terms of geography, culture and socio-political structures, there is a higher chance of attaining greater influence than other competitors only if methods and policies acceptable to the people of these states are employed. It has been noted that many people from the Caucasus region go to Russia to seek jobs and economic opportunities. This is an indicator that Russia is in a position to help these nations with technical assistance to economic reforms. Technical training and dispensing of skills and technology, followed with industrial investment and assistance could greatly help the people in these nations.The European Union has gone ahead to introduce the Technical Aid for the Commonwealth of Independent States, to aid their transition to democratic market-oriented states. The program, initiated in 1991, aims at giving technical assistance to these nations by the European Union, which remains the single largest donor of foreign assistance in the world. This act most definitely drives the increase in influence of the European Union in this region and Russia, to achieve its objectives should pick a leaf from the strategies employed by the European Union. This way, Russia can effectively counter the growing influe nce of the west in the commonwealth of independent states without having to resort to military option that lead to destabilization of the region. With economic, industrial and technical assistance to the region, Russia can be able to win the influence and supremacy wars if managed well. The people of this region can also get an opportunity to live peacefully in pursuit of their dreams and life goals.The European Union on the other hand has shown interest in the growth and development of these states into democratic market based countries. Ever since the disintegration of the Soviet Union, the Eastern European nations and South-Caucasus region had little or no experience in democratic rule. The Union has therefore resorted to help these nations develop a culture of democracy in their institutions. The most effective way to achieve democratic development in regions that never had the system and structure of leadership in society is to start from the bottom up, which is the strategy fa vored by the European Union. Non-governmental players and private sector organizations can be used to establish a base. This base over time would allow for the adoption the communities should also be heavily involved so that a democratic culture is built from bottom up. This is because instilling democratic principles in existing leaders who donà ¢Ã¢â€š ¬t possess the virtue wouldnà ¢Ã¢â€š ¬t be easy. It is only through democracy that leadership and decision making can be monitored, questioned and checked. This way, economic strengthening and technical assistance can be more easily achieved.The European Union should also be aware of Russiaà ¢Ã¢â€š ¬s suspicion of its presence in the region. Russia views the west with suspicion and as mentioned earlier, it has labelled the NATO as a threat. This has led to the interfe...

Chapter 2 Literature Review Essay - 2367 Words

Chapter 2: Literature Review Motivation is considered to be one of the most powerful tools that enhances the behavior of the employees and allows them to continue in their job, it is an internal force that companies can use to satisfy certain needs to reach certain target. It is based on psychological needs that inspires a performance set by an objective. A motivated employee set his/her goals aligned with those of the company’s and does his/her best to achieve that. In this area, Human resources have the power to create competitive advantage for the company they work for; employee performance changes among different types of factors, such as motivation, appraisals, job satisfaction. The organizations that take these things into consideration are more successful in the market, because their employees always look for new methods to enhance their job. Letting employees reach their full potential at work under stress is hard but can be done by motivating them. Chapter 3: Employee Performance A. Definition of Performance: Performance is accomplishing a specific task according to an employee’s job description that is set by the company. However, business performance focuses on the performance of the whole organization and determines how the goals should be reached. But, employee performance is defined if he/she is implementing their job duties correctly. The organization’s evaluate their employees’ performance either annually, or quarterly, to define the weaknesses thatShow MoreRelatedChapter 2 : Literature Review1805 Words   |  8 PagesChapter 2: Literature Review 2.1 Earnings management Earnings management has attracted increasingly more attention in recent years, especially since it became calculable through the Jones model (1991). 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Fraud Detection Using Trend Analysis - 1639 Words

Option #1 - Fraud Detection Using Trend Analysis and Financial Statement Analysis Recent analyses of Roamana, Inc. financial statements show alarming results. While sales have increased 4 percent per year, inventory has risen 39 percent annually. The prevalent concern regarding such anomalies is the possibility of fraudulent activities occurring within the organization. Should it be determined that fraud is occurring, a decision on the next step of the investigation must be determined before proceeding which will provide conclusive evidence, stop such activities, and not endanger the organization’s reputation or alienate staff not involved in the illegal activities. Fraud Red Flags of Financial Statement Analyses Analysis of financial†¦show more content†¦Such flags must be investigated to determine if fraud has indeed occurred. Within Roamana, Inc. financial statements, revenue increased 4 percent, while analysis of the Statement of Cash Flows revealed dramatic increases and decreases in accounts receivable, accounts payable, and inventory between 2010 and 2012. Change in accounts receivable in 2010 was 25 million, while Roamana, Inc. saw a 1,020% decrease in 2011 of a negative $230 million. Additionally, Roamana, Inc. change in accounts receivable increased 207 percent over 2011 with a negative $706 million in 2012. Such a staggering change from 2010 to 2011 should have prompted questions and further investigation without allowing another year to pass and additional substantial changes to occur. Additionally, the change in accounts payable in 2011 was 50 percent less than 2010, however, 2012 resulted in a 233 percent increase in change over 2011. Moreover, inventory’s change from 2010 to 2011 was a decrease of 40 percent, while 2012 showed a 433 percent decrease (see Table 1). Whereas the changes in inventory and accounts payable were not as staggering as accounts receivable between 2011 and 2010, the changes that occurred in financing and investment activities again should have prompted questions. Proceeds from sale of securities increased 273 percent 2011 and declined 55

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The Republic Is Plato s Best Known Work - 1621 Words

Final Exam The Republic is Plato’s best known work and gives and account of Socrates as he tackles several of some of the most intellectually important topics that humanity has known. This book has not only survived the test of time, but it is one of the world’s most influential books that has ever been written. The book starts by giving an argument that deals with the nature of justice that sets the foundation for the rest of the topics and the assumptions about what an ideal relationship with the state might be from a variety of different perspectives. For example, Socrates argues that one should be just for their own self-interest, which is also presented as the means to organizing society. There are ten books in the series however and a wide range of different topics are covered – everything from what knowledge constitutes, to the allegory about the cave, and to the ideal form and evolution of the form of government. The role of art in the society is also reviewed and Socrates is pictured as not a fan of imitative art. Although this work was produced more than two millennia ago, all of the themes that are presented in the book are still extremely relevant in today’s world as all of the topics covered have never been completely settled and the discussions and debates continue in contemporary society. Socrates argues that through individual contributions to the greater good that can lead to a democracy however this form of government can be fleeting in its existence.Show MoreRelatedPersonal Philosophy : Al Farabi1684 Words   |  7 Pageslike Ibn Sina. Through his works, he became well known in the East as well as the West. Al Farabi’s philosophy was heavily influenced by Greek philosophy just like how western philosophy was influenced by Greek philosophy. Specifically, Aristotle, Plato, and Socrates were the main Greek influencers of Al Farabi. 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Peanut Butter in Germany Free Essays

string(78) " increasing the quantity of product purchased by offering multiple varieties\." Jif Peanut Butter in Germany [pic] Man cannot live by bread alone. He must have peanut butter. – Bill Cosby Part 1: Executive Summary In order to maximize profit, J. We will write a custom essay sample on Peanut Butter in Germany or any similar topic only for you Order Now M. Smucker could increase sales of Jif peanut butter, its best selling product, into growing markets. Prior to any expansion a full analysis of the market is necessary. The country with the largest market potential for peanut butter in Europe is Germany (ibid 79). The country climate of Germany gives a positive outlook for peanut butter, the primary option being as a breakfast option in the bread spread category. Daily patterns are malleable to suggest that peanut butter be a component, an additive, an ingredient, or a snack. Jif as a stand-alone brand is a U. S. -based product that has never, through company initiative, introduced any of their products internationally. Therefore there is no past experience in new market expansion. Jif has the branding business model. One main question is whether to copy the previous model for new entry (acquisition) or develop a new strategy that will better align with the targeted market. The target market for Jif in its home market of the US is families with children with the slogan â€Å"Choosy moms choose Jif. Based on the 360 degree profile of customer segments in Germany, the segments were evaluated on margin, persuasion, and volume potential. It was determined that the target market will also be families with children in Germany. Although the target market is the same, Jif will have a very different problem in Germany, getting users to switch to pean ut butter instead of Nutella and recognizing alternative uses. In comparison, the primary marketing challenge in the U. S. is getting users to switch from another peanut butter brand to Jif. The following report found multiple challenges of introducing Jif to a new market, including multiple points of resistance from the target market, such as: association of peanut butter with fatty American foods, current use is only as a bread spread, and entrenched competitors in the bread spread category such as Nutella and Ultje. Peanut butter is more nutritious than the leading bread spread. Peanut butter is high in monounsaturated fats, which actually reduce cholesterol. Peanut butter is also a good source of protein for vegetarians and vegans and is gluten-free and kosher. Therefore, the points of resistance can be addressed by clearly communicating the nutritional benefits of peanut butter as well as alternative uses. Options for alternative uses of peanut butter include integrating peanut butter as an ingredient in cooking. The communication of alternative uses could be through recipes. The main competition is in substitutes. Although it is identified as a substitute rather than a direct competitor, Nutella, a chocolate hazelnut spread, will be Jif’s primary competition in the German market. Holding 17% of the market share, Nutella is the number one choice of bread spreads. Peanut butter is currently not a large competitor in Germany in the bread spread category, as evidenced by its 1% market share. As a direct competitor, Ultje will present the most aggressive barriers to Jif’s entry. Ultje is a company that has been present for a long time, is locally based, and has a presence in the market due to its well-recognized cartoon figure, jingle, and celebrity endorsements. To combat both competitors the campaign should suggest peanut butter as a complement to the Nutella product. Selecting distributors and developing relationships with value chain members is also a challenge. There are several wholesalers of peanut butter in Germany, which can be used to distribute peanut butter to retailers where consumers can then purchase the product. In conclusion, while the German market has high potential, it will be a difficult venture into Germany. If the decision is to enter the market some changes will need to be made, but the basic business branding model will remain the same as in the U. S. Jif will have to be keenly aware of how their brand – their marketing message, tagline, jingle, label packaging, etc. – is perceived in the German market. Part 2: Company Background Jif’s flagship creamy peanut butter spread was first introduced in 1958. Since 1981, Jif has been the leading peanut butter brand in the United States. As of 1998, Jif had an estimated 42. 5% of the market share, dwarfing closest competitor Skippy at 28. 8% (Marigny 99). In 2002, The J. M. Smucker Company purchased the Jif brand from Proctor and Gamble. The purchase of the largest peanut butter brand in the U. S. by the famous jelly manufacturer was likely a strategic move to streamline distribution of the complementary products. Peanut butter is sold primarily as a bread spread, and secondarily as an ingredient for other meals. The distribution of peanut butter is about 70% creamy to 30% crunchy (Kellogg). In 2005, peanut butter had a U. S. household penetration rate of 93%, with an even higher percentage in households with children (see Exhibit 2A). Jif has historically averaged near 40% of the market share (Kellogg). Business Model. Branding is very important to Jif, and their branding efforts have been consistent over the years. Jif’s marketing program has been primarily family focused, with the popular tagline â€Å"Choosy Moms Choose Jif. † Also notable is brand-building of the widely recognizable Jif label, with its striking vertical bars in basic red, blue, and green. As an instantly-recognizable brand, Jif has enjoyed long-term customer loyalty. Jif’s brand portfolio includes the core brand – the original creamy spread – along with newer varieties such as Extra Crunchy, Reduced Fat, Natural, Simply Jif, Jif Omega-3, Peanut Butter Honey, as well as complementary products such as to-go miniature containers (Jif website). The stage of business development in this market is very mature, and the competitive landscape is quite saturated. As a result, Jif does not emphasize margins, as their price is set very competitively. Rather, Jif emphasizes increasing volume among existing customers in two ways. First, they encourage increasing the quantity of product purchased by offering multiple varieties. You read "Peanut Butter in Germany" in category "Papers" Cannot decide between creamy or crunchy, omega-3 or reduced fat? Try one of each! Secondly, they encourage increasing the volume of product purchased by creating new uses and purchase occasions. Jif’s website is replete with recipes and serving suggestions, including an array of international dinners from Senegalese Beef Peanut Butter Stew to Mexican Chicken Peanut Mole. You can even sign up to have Jif recipes delivered to your Yahoo or Google page via RSS feed, downloaded to your iPod, or sent newsletter-style to your email. A final strategy to increase volume as well as exposure to the brand is an annual contest called the â€Å"Jif Most Creative Peanut Butter Sandwich Contest. † The winner receives a $25,000 dollar scholarship fund. The event draws a multitude of families and local media (Jif website). Target Market. Jif’s advertisements, tagline, and website clearly target mothers of young children. Jif’s label and homepage both boast an icon saying it is the â€Å"#1 Choice of Choosy Moms†, and the website includes a prominent link to a â€Å"Mom Advisor† page. Recently, Jif toyed with a more politically correct tagline, briefly updating it to â€Å"Choosy Moms, and Dads, Choose Jif†. In a comparison study with other leading brands, Jif’s consumers are clearly mothers or parents in the 35-44 year-old age range, and tend to be employed part-time in non-professional roles (see Exhibit 2B). Notably, the primary indicator of peanut butter purchasing for all three of the top brands is having a household of 5 or more people. Having kids age 2-5 is the second strongest indicator for Jif (Marigny 221). â€Å"Marketers have historically targeted children and their mothers in product advertising, and even the names of the major brands are childlike—Jif, Peter Pan, Skippy† (ibid 33). See Exhibit 2C for a 360-degree profile of common consumer segments, showing the â€Å"housewives† category as having the highest persuasion potential with Jif’s existing position in the U. S. market. Value Proposition. Jif creates value for their customers – the choosy moms segment – by assuring them that they are â€Å"America’s favorite peanut butter† because of their â€Å"fresh-roasted peanut taste. † This proposition allows busy moms to know that their choice at the supermarket is an easy one; it doesn’t require a lot of time or effort, and they will be satisfied with their purchase time and again. Secondarily, since this segment values healthful meals and having family dinner together, value is also created by providing creative recipes via RSS feed or email as described earlier. Strategy, Marketing Program and Positioning. Jif’s main competitors are Unilever’s Skippy and ConAgra’s Peter Pan, accounting for 60% of the category, plus a variety of private-label brands (Kellogg). Jif has several points-of-parity with their main competitors, namely in product attributes, price, and physical placement. All three companies offer similar varieties of peanut butter, similar sizes, and similar prices. They also have similar marketing techniques, mainly television ads featuring children shown during daytime programming. In the U. S. , peanut butter is firmly positioned in supermarkets, accounting for 95% of sales. Mass merchandisers (such as Costco and restaurant suppliers) make up another 4% (Marigny 199). Peanut butters are almost always positioned on the shelf next to complementary products such as jelly and honey. The companies do maintain points-of-difference, however, mainly in their positioning as described below. Skippy, the #2 brand in the U. S. , has traditionally positioned itself as the wholesome, healthful brand. Skippy has emphasized peanut butter’s high protein content more than the other brands, and has used celebrity endorsements such as former Mouseketeer Annette Funicello and athlete Derek Jeter (Gidman). Skippy claims to have less sugar than other brands, and in 1990 attempted to convince adults of the health benefits of peanut butter, using fresh vegetables and other foods in its advertising – which resulted in a dramatic decrease in market share. Since 1990 Skippy has repositioned itself as the â€Å"best testing peanut butter† (Kellogg). Today, Skippy’s website (with the enviable peanutbutter. com URL) is clearly kid-focused, with games, cartoons, and a â€Å"Kid’s Corner. † Skippy is also the highest-price per oz brand of the three- they package in the smallest container size at 16. 3 ounces. Peter Pan is positioned as the low-price brand. Advertising and information on their website is skimpy, and the company appears to prefer to â€Å"comfortably coast along in its third-place standing† (Gidman). In the past, Peter Pan has attempted to target kids, then adult non-users, and has also claimed to be â€Å"the best tasting peanut butter† (Kellogg). Peter Pan is the only brand in the top three to have been actually recalled by the FDA due to salmonella poisoning. Jif’s main point-of-difference from competitors is their obvious appeal to mothers as the target audience. As we have described, the tagline â€Å"Choosy Moms Choose Jif,† the company’s marketing efforts (recipes, contests, etc. , and the website are very much geared toward mothers with young children. After competing head-to-head throughout the 1980s and 1990s on which brand is the best-tasting, Jif has settled on a subtle yet specific difference: it has more of a â€Å"fresh roasted peanut taste. † Jif is also the large st advertiser of the three, but doesn’t use consumer promotions as much as their competitors. Although Jif has been able to claim the #1 spot since 1981, it maintains a price point below Skippy. They have also taken a swipe at Skippy by pointing out the difference in product sizes on their label, â€Å"We’re Still 18 oz. Refer to Exhibit 2D for a product positioning map. Part 3: Company Analysis Company’s capability in entering new market. Jif as a stand-alone brand is a U. S. -based product that has never, through company initiative, introduced any of their products internationally. So taking their peanut butter to Germany will be a first time experience for Jif. Therefore, the only predictability we can use here is that of the mother company: The J. M. Smucker Company. From their history, Smucker’s has penetrated various food industries in Canada, mostly through acquisition. None of these acquisitions were peanut butter related. So as they are preparing to enter Germany with one of their most popular brands, Jif peanut butter, the main question remains whether to copy the previous model for new entry (acquisition) or develop a new strategy that will better align with the targeted market. In order to assess the company’s capabilities in entering the German market with peanut butter, it is important to note that the Germans in their traditional cuisine do not use peanut butter. In Germany as in many other parts of the world, peanut butter is considered â€Å"an unpalatable American curiosity† (Kellogg). With the emerging immigrant population in Germany, the use of peanut butter has slowly established itself over the years, although the growth rate since 2004 has remained relatively stagnant  (see Exhibit 3A). But based on another study of the market in Europe, Germany has the largest potential market for peanut butter (see Exhibit 3B). One challenge in entering Germany for Smucker’s Jif is a general reluctance to use American products as they are seen as high in fat (Avini). However, based on the Cultural Navigator, Germans use facts and empirical data in the decision making process and expert opinion plays a major role. In this regard, Jif may be able to enter the German market by emphasizing facts such as the nutritional benefits of their product line. Identification of business model. Since there are some very specific points of resistance in the German consumers’ perception of peanut butter, Jif’s primary responsibility will be to build brand awareness and break the points of resistance with effective communication. Jif will have to be keenly aware of how their brand – their marketing message, tagline, jingle, label packaging, etc. – is perceived in the German market. While some changes will need to be made to enter the German market, the basic business model will remain the same as in the U. S. for Jif. Core competency, activity management, innovation, and relationship management are also important to the company, but what they must absolutely positively get right is their branding. Controlling the largest domestic market share in the U. S. has enabled the company to guarantee some level of profitability through the years; not to mention their effort to always drive an increase in sales volume through programs that keep the Jif brand alive in the mind of their customers. Looking at the German peanut butter market today, it is clear that the sales volume and values have slightly decreased since 2008 (see Exhibit 3C). With volume potential as a main component in the profit impact equation, Jif in today’s German peanut butter market may have a hard time achieving market share and thus profitability. Therefore, increasing the overall nut-based market share (which increases the sales volume as well) will be necessary to ensure sustainable growth in that new market. Exhibit 3C also shows that the spread market share is large enough to provide a good market to Jif if the right marketing strategy is applied. In considering Jif’s aggressiveness in attacking the U. S. market today, it will be a good tool for them in the German market where there is large potential to tap into the competitor’s market. Another avenue using the current market share may be to explore Blue Ocean that will result in lowering variable cost and may increase the sales volume; because considering increasing price to a market that is stagnant will only force the market to decrease. The success of penetrating the German peanut butter market will be very much dependent on the marketing/advertising program that is associated with it. Part 4: Customer Analysis Identification and 360-degree profile of customer segments. Segments of food consumption analyzed: young families with children, young families without children, seniors, young singles, restaurants, and hotels. A 360-Degree Profile was then performed for these segments with regard to Demographics, Psychographics, and Product Usage. Demographics: |Young Families |Young Families with No |Young Singles |Seniors | | |with Children |Children | | | |Barney’s Best |Bulk import |creamy or crunchy peanut|Company has very little information online |Depends on grocery store outlet | | | |butter | | | |Ultje |Premium |creamy, crunchy, or |Aggressive marketing, including pop |Pictures show these in a | | | |low-fat peanut butter |star/celebrity endorsements; promoted as |non-prominent position next to | | | | |heal thful, quality snack; company is |marshmallow fluff, applesauce, | | | | |promoted as an innovative expert in |etc. | | | | |nut-based snacks | |Algood Food Company|Bulk export |creamy or crunchy peanut|Company promoted as an expert: â€Å"Forgive us,|Depends on grocery store outlet | | | |butter, includes |but peanuts are our bread and butter† | | | | |specialty items such as | | | | | |No-Stir Natural and PB | | | | | |J Stripe | | | |Calve Pindakaas |$5. 49 |creamy peanut butter |Product promoted as healthful and specialty|Only available online | |Rinatura |2. 9 EUR |organic peanut butter |Promoted as all-natural, organic, the |Elaborate displays of all types | | | | |choice for health-conscious consumers |of products from this company – | | | | | |peanut butter is one of many – | | | | | |all products have matching labels| |REWE/PENNY |â€Å"discount store |organic peanut butter |REWE has a corner on the market since they |â€Å"PENNY will display the orga nic | | |pricing† | |own a large chain of grocery stores; |foods side-by-side with their | | | | |obviously their label will get prominent |counterparts from conventional | | | | |display and marketing |production. This will direct the | | | | | |attention of PENNY customers to | | | | | |ecological alternative products | | | | | |and new items in a targeted | | | | | |fashion. † | |Other private-label|3. 59 EUR (see |varies |varies |Pictures show these in a | | |Exhibit 5E) | | |non-prominent position next to | | | | | |marshmallow fluff, applesauce, | | | | | |etc. | |Nutella |1. 95-2. 9 Euro for|Chocolate-hazelnut |Promoted as â€Å"part of healthy breakfast† |Depends on grocery store outlet | | |400g |spread |targeted at children; sold in glass jars | | | | | |which can also be used for drinking; hosts | | | | | |an interactive online community | | | | | |(http://www. nutellaville. it/); sells | | | | | |t-shirts and other promotional products | | Positioning of competitors’ product/brand. Within the nut-based spreads subsector, the competitive landscape is not highly differentiated. Products have a similar price and position. In order to penetrate the market, however, J if will need to consider the broader-based spreads sector, which includes peanut butters alongside Nutella, honeys, jams, etc. See Exhibit 5F for these product positioning maps. As we have discussed, Jif will have to re-position peanut butter to be as useful in consumers’ minds as the better-selling spreads. Assessment of industry attractiveness and competitors’ strengths and weaknesses. The worldwide market potential of peanut butter in Germany is the largest in Europe. At the same time, sales and profits are declining. We attribute that to a lack of wide acceptance of the product, rather than being in the late-maturity stage of the product lifecycle. There are plenty of competitors in the nut-based spreads market, yet the market is not saturated. Of the competitors present, we believe Ultje will present the most aggressive barriers to Jif’s entry. Ultje is a company that has been present for a long time, is locally-based, and has a presence in the market due to its well-recognized cartoon figure, jingle, and celebrity endorsements. A review of online opinion polls, blogs, expatriates and former German nationals now living in the U. S. shows that of the products available locally, such as Ultje, none taste quite the same as that good old-fashioned American peanut butter. We are tasked with bringing the American taste and texture, but not the American image, since German consumers have a general reluctance to use American products. Part of the marketing challenge will be to dispel the myth that peanut butter is fatty; being high in monounsaturated fat actually reduces cholesterol. We will also need to remove the emphasis on being an American company and instead focus on creating a German image using local scenes and labeling. As we have learned, Germans use facts and empirical data in the decision making process, so we believe the right marketing and communication effort will succeed in overcoming these challenges. We believe the biggest competition will come from Ferrero’s Nutella, a chocolate-based spread or a â€Å"substitute† product, rather than other peanut butter spreads directly. Again, this indicates a lack of acceptance of peanut butter on its own merits – something Jif, with the right marketing plan, can correct. Part 6: Channel Analysis It is important to select channel partners that provide value to the relationship, which can be done through devoting resources to marketing Jif or helping to create a competitive difference. It is important that the selected channel partners serve the target market and have an image consistent with the positioning of the company. There are several channels that could be used to get the product from Smucker’s to the end consumer. These possible channels are shown in the channel map below. Channel Map 1) Jif - Consumer 2) Jif - Online Store (retailer) - Consumer 3) Jif - Grocery Store (retailer) - Consumer ) Jif - Wholesaler - Grocery Store (retailer) - Consumer 5) Jif - Wholesaler - Grocery Store (retailer) - Agent - Consumer The target market for Jif peanut butter shops in grocery stores, so in order to reach the target market, the channel selected should include a grocery store. Therefore, we can eliminate the first two channel options. Although the number of retail chains in Germany is increasing, there are still a vast number of independently grocery stores where the target market shops. Therefore, to improve efficiency in the value chain, a wholesaler could be used to distribute the Jif peanut butter to retailers who will then sell to the end consumer. However, the use of an agent may not be value added and does have a large additional cost. Therefore, we should select option four with the potential of adding an agent between the retailer and consumer in the future if necessary. However, we must know which retailers serve the target consumers in order to select the proper wholesaler. Evaluation of Potential Retailers Retail chain stores in Germany that contain food products are: Real, Galleria Kaufhof, Kaufhaus, Aldi, and Schlecker. It is beneficial to partner with a retail chain as once a relationship is developed, the product will be supported in several locations whereas with individual retailers there would be many more relationships to maintain. All of these retail chains serve the target market. However, Schlecker and Aldi do not have an image consistent with the quality image of Jif. Aldi is viewed as a discount chain and peanut butter is not a discount product. Schlecker is viewed as more of a drug store or convenience store and does not have a large variety of products, which is not consistent with the image of Jif. Evaluation of Potential Wholesalers There are 14 wholesalers of peanut butter currently in Germany as can be seen in Exhibit 6A. Wholesalers must be analyzed to determine who would provide the most value to the partnership, such as devoting resources to marketing peanut butter, a network to distribute across the country, supplier of target retailers defined above: Real, Galleria Kaufhof, and Kaufhaus in order to reach the target market. Several wholesalers can be eliminated from the list as they are more diversified and the focus should be on those with a peanut butter expertise. Part 7: Country Climate (Environmental) Analysis Profiling the environment is critical to marketing success. Utilizing the DEEPLIST method the German scenario was analyzed by trends in population, current economic and political stability, technology for advertising, the familial social institution, and food and daily life. Population. Germany is a country of 82. 3 million inhabitants of which 74% are urban dwellers; Germans have a 99% literacy rate with a growth rate of -. 053% (CIA World Fact Book). There are two primary trends affecting the population. The fertility remains well below the replacement ratio and net immigration is low†¦the population is ageing rapidly as a result of greater longevity and low fertility rates (EIU 13). † While the percentage of females to males, in the ‘productive age range of 15-64 years old is 66% to 34%,’ with an overall low replacement rate there are fewer women opting to have children (CIA World Fact Book). This will affect our long-term prospects of marketing peanut butter to mothers and children. As Germany has a negative population replacement rate there are less anticipated children to enter into and support our target market. We analyzed the opposite extreme of the prospectus, that the ageing population could potentially be a target market. The ratio of elderly population (65 years of age) to the working-age population (20-64 years of age) is forecast to increase substantially from 32% in 2005 to 62% in 2050 (EIU 13). † Peanut butter could easily be integrated as an easily accessible, low cost, high-protein option for seniors; however, we found their margin potential measured low and declining, very unattractive. Economy Politics. As the â€Å"world’s third largest economy†¦ (EIU 22)† Germany has emerged as a stable environment for business, both economically and politically. â€Å"The European Commission forecasts that the German economy will remain in positive territory for the coming months but that it will barely grow in the fourth quarter of 2009 at 0. 1% after expanding an anticipated 0. % in the third quarter (PRS Group). † This suggests continued stability and growth, albeit contracted, for the upcoming years. This works as an advantage for peanut butter positioning as a wholesom e product, at a lower cost. Introducing the product now can position peanut butter for the economic rebound. If families become accustomed to integrating peanut butter now it will continue to transition as a diet component when their income allocation changes. Politically, â€Å"Germany is a stable democracy organized on federal lines (EIU 3). † The democratic political infrastructure scored â€Å"Germany [as] 13th in the Economist Intelligence Unit’s 2006 democracy index. It scores highly in terms of electoral process and civil liberties, fairly high in terms of political culture and government functioning (the latter including accountability and absence of corruption†¦ (EIU 9) and little political risk. It is not anticipated that issues of nationalization or high repatriation percentages will play any role in disrupting the distribution – nor revenues – of peanut butter. Although the strong economy and stable political system will not contribute risk factors Germany has â€Å"†¦what is currently one of the most complex tax codes in the world (PRS Group). † Recent changes will affect supply chain costs and total purchase costs. For example, â€Å"a 3-percentage-point increase in value-added tax (VAT) was added in 2007 (EIU 11). † This affects the purchase price and may deter consumers. Other taxes will play a role in the consumer’s decision making. Most of our target market is from the middle class who has income taxes at top of mind – rightfully so as taxes subtract a large portion of disposable income. â€Å"The overall top income tax rate is now 47. 5% (EIU 20). † Although most families will not face as extreme a rate the income distribution, after tax, should be considered in pricing the product. Additionally, while overall corporate taxes have decreased they remain extremely high. â€Å"From 2008 the headline rate of corporation tax was cut from 25% to 15%, reducing the combined rates of corporation tax, local trade tax, and the Solidarity Tax from 38. 65% to 29. 8% (EIU 20). This could serve as the replacement to any currency risk or otherwise with repatriation taxes. Technology. Implementing marketing campaigns requires knowledge of how consumers receive messages. Since 1995 Germany has had a strong history of media communication and av ailability via television with 373 stations (CIA World Fact Book). The birth of the Internet provided faster delivery of information and availability to the 61. 97 million Internet users, ranking it as the 6th most connected country in the world (as of 2008, CIA World Fact Book). Having strong TV, and Internet availability ensures a range of publicity options and flexibility in reaching our target market. However, one potentially costly issue for a nationwide media presence is the â€Å"limited amount of advertising carried by public radio and television companies, which operate under the supervision of the authorities of the individual states (EIU 9). † Not only is advertising limited, it is fractured amongst the states. Contracts would need to be negotiated within each of the 16 states. Social/Cultural. The most critical environmental factors revolve around the family and its social structure. â€Å"The family is still the first and most important social group of people and one of the most significant social institutions (Hintereder). † Women play the most essential role in the structure. While women continue in a traditional role responsibilities are changing within the classes. Currently, they face the main obstacle in career advancement of the â€Å"fact that the network of childcare facilities particularly for small infants is not so good on a European comparison†¦ women, even those in employment, invest twice as much time looking after children as men. To date it was almost exclusively women who have taken parental leave (Hintereder). † This supports marketing to moms and their young children. Moms select the products in their household pantry and mold the taste likes and dislikes of their children. As the employment of women increases (either full-time working moms or part-time), â€Å"now at 64 percent,† peanut butter can play a likewise increasing role (Hintereder). Instead of only â€Å"Choosy Moms,† the marketing campaign can also publicize for â€Å"Busy Moms. † Yet, working mothers alter the size of families and can decrease demand. â€Å"Families have become smaller†¦single-child families [and] two-child families are typical. Almost one third of women born in 1965 still have no children today. As the social institution ebbs and flows marketing peanut butter will likewise have to ebb and flow. Food Daily Life. After understanding the family structure the next most key element assesses diet, nutrition, and food patterns. â€Å"Most Germans acquire food from both supermarkets and specialty shops, such as bakeries and butcher shops (Every Culture). Staple daily food items include bread, cheese, pork, vegetables (mostly starches and root, CIA World Fact Book). Many meals are accompanied by beer. While the previous data in this report noted Germans appreciating a nutritious approach to their diet many of their staple items a re carbohydrate based. This supports eating a heavier, more substance based product like peanut butter. The German meal pattern suggests positive angles for where to insert peanut butter into daily life. A primary option could be at breakfast to accompany bread and the afternoon Kaffee. â€Å"Bread is the main food at both breakfast and supper. The warm meal of the day is still often eaten at noon, though modern work routines seem to encourage assimilation to American patterns. Large family meals are still common at noontime on Saturdays and Sundays. These are often followed in mid-afternoon by Kaffee und Kuchen, the German version of tea time (Every Culture). † The meals identify which daily patterns are malleable in how to suggest peanut butter be a component, an additive, an ingredient, or snack. Hotels in Germany typically include breakfast. It is very common to find small packages of Nutella provided in hotels for breakfast. Jif currently has an â€Å"on the go† packaging currently in place, a 2. 25 oz container, which could be used to directly compete with small packets of Nutella. Part 8: Recommended Marketing Objectives and Strategy Marketing objective. Within 12 months, Jif will increase volume of peanut butter purchases among all consumer categories by providing a healthful, low-cost, convenient staple item which belongs in every kitchen pantry. †¢ Time period: There are several points of resistance to enter the German market. Enough time should be taken for Jif to be able to create awareness and change consumer attitudes, but we will recommend a time period of 12 months to evaluate success. †¢ Profit impact: By increasing awareness of peanut butter’s benefits across all consumer categories, volume will be increased both in the number of containers purchased, and the purchase occasion itself. †¢ Target market: All consumer categories have a need for peanut butter in their pantry. Whether young or old, peanut butter makes an excellent bread spread for breakfast or lunch; an easy snack item; a delicious ingredient in baked goods and ethnic meals; a fuel recharger for hikers; a protein substitute for vegetarians, vegans, and those with dental problems; a gluten-free product for those with wheat allergies; a kosher product; a delicious and filling product for those on a low-carbohydrate diet such as Atkins, South Beach, Zone, etc; the list goes on! †¢ Value proposition: From the customer’s perspective, peanut butter adds value because it is healthful, convenient, long-lived, inexpensive, and versatile. Very few consumer products can claim all those benefits! Marketing strategy and proposed positioning. Jif is an essential pantry product for all consumers among all staple food products because it is the only truly healthful, low-cost, convenient, delicious, and versatile product available on the market. Jif’s offerings are different from competitors in the following ways: †¢ It is much more healthful than Nutella, which is presumed to be healthful but is actually is high in added sugar and fats. †¢ It is much more versatile than Nutella, which is marketed as solely a bread spread. †¢ It is much more convenient than the natural peanut butters already available in Germany, which are not as long-lasting, must be refrigerated, must be brought to room temperature and stirred before useful as a spread. †¢ It is different from existing spreadable peanut butters available in Germany because it will be aggressively marketed as a quality, low-cost global brand with a million uses. Other competitors position it as bread spread only. Branding objective. Because of the points of resistance for German consumers, namely an unfavorable image of the product and country-of-origin, as well as a lack of awareness of the versatility of the product, the communication regarding the product will have to be changed quite significantly from the U. S. program. However, the product itself will remain the same, which will generate significant scale advantages. Our branding strategy then will be a combination of product extension and communication adaptation. The brand will need to portray that it is a sophisticated global product, yet de-emphasize its American roots. This is necessary due to the perception of the German consumer that American products are fattening. Part 9: Marketing Mix Program Product. Since we have identified a German perception of peanut butter as unhealthful, we need to combat that belief by marketing the peanut butter types that are more wholesome. Out of the Jif product line, we will take Creamy and Chunky have been the quintessential best-sellers. The smaller sizes would be introduced first, which is 18 oz. To compete with small packages of Nutella served in many restaurants and hotels for breakfast, the â€Å"Jif To Go† packages should also be introduced, which are 2. 25 oz cups. Ideally, Jif should have multiple product lines and sizes in Germany so that multiple facings of its containers will be seen on grocery store shelves. This repetition of name and pattern on the shelf will help to increase brand familiarity. However, the rest of the Jif product line will be withheld initially while the consumer is acclimated to the two main peanut butter choices. The other product lines such as Jif with honey, and Jif Omega-3 may be introduced later in small quantities; possibly as a consumer preference test. As peanut butter sales grow in Germany, Jif can plan to grandstand new product line introductions as well as the larger size containers, such as the 40 oz size. These campaigns will serve to reinforce peanut butter in the consumers mind, and entice consumers to try the hottest new flavor from Jif. Personal service. Jif will create and maintain a localized website for the German market, with an easy-to-remember URL which will be displayed prominently on all advertising. The website will be customer-focused, with clearly labeled sections for nutrition information, recipes, types of products, store locator, an FAQ section, a â€Å"contact us† link for questions or comments, and a money-back guarantee for customer satisfaction. The website should be functional yet elegant, as the Ferrero website is today. Each customer segment should be represented (a page specifically for kids, moms, vegetarians, etc. ) showing the benefits that peanut butter provides for them specifically. This will enable vegetarians doing a Google search in Germany to find a hit on the Jif website, for example. Price. Jif should be particularly cautious about pricing in Germany. The price should be maintained at an affordable level to spur consumer interest as a snack food, but not so low as to have unwanted perceptions of low-quality or that the product may be close to expiration. Any price reductions should be limited to sales with widespread advertising attached to gain customer awareness. The normal pricing level should be set very near to the level of Nutella, and with margins similar to that of the U. S. Comfortable margins should help the marketing team to convince grocers to provide superior shelving locations and multiple facings. Current peanut butter pricing is around 3-4 EU (see Exhibit 5E). Smaller containers are prevalent in Germany; therefore Jif will have a higher fixed cost due to the packaging. Price per gram will likely be higher than the Jif pricing in the U. S. to cover these costs. In Germany, we anticipate a similar price as the U. S. , only for a smaller container. Placement. Jif should strive to get the best shelving possible initially, to get large consumer attention. End caps of isles, and free product tasting tables should be used. At the tasting tables, peanut butter should be served on fresh bread as we anticipate the product will be used that way most. In addition, the service should contain other healthful ways of eating peanut butter, such as in a celery stock. All parts of the presentation should be arefully considered to create the perception of healthfulness. The placement should be put together to appeal to mothers, and to be highly attractive to kids in the cart as well. Promotion or Communication. Our number one goal is to increase awareness of the Jif product. Peanut butter has such a low penetration in the spreads market in Germany today; consumers just don’t consider the product as a necessary item in their pantry. Therefore, we recommend a startling, attention-grabbing promotion that runs via internet and television commercials for a short period, perhaps 30 days. The idea is to generate attention with ad that has the potential to generate excitement. After creating a buzz and an interest in the product, our next objective is to clearly communicate the benefits of peanut butter, including communication on the nutritional benefits, quality processing, and alternative uses. The advertisements will be done via television, internet and print ads that all show images of the various ways that peanut butter is enjoyed. Until a spoken segment at the end of the television or internet commercial, the images in the ads are displayed wordless. On television, the absence of words is an attention-grabber itself. Viewers who have â€Å"tuned out† during the commercial break may think their TV has stopped working, or their regular programming has resumed. If we can capture their attention and then hold it through a series of captivating images, we will have succeeded in creating awareness. Another benefit of the simple image campaign is that it can be easily reinforced in the product’s website and print ads such as magazines, billboards, newspaper coupons, mailers, etc. , by using the same images, thus tying the whole theme together. The website, which is clearly communicated in all advertisements, will prominently display the nutritional benefits, recipe ideas (see Exhibit 9B), and a store locator, as well as repeating the branding from the ad campaign. There are numerous examples of images that could be used. There’s the hiker who needs to refuel and pulls out a tube of peanut butter; the kid opening his lunchbox at school with a heart-shaped peanut butter sandwich from Mom, or making one for himself as an after-school snack; the hip cocktail party eaturing celery sticks and peanut sauce; the vegetarian (wearing an â€Å"I heart animals† sticker to show she’s vegetarian) getting her protein fix; the kosher individual; the dieter; the Germa n immigrants enjoying peanut sauce in a Thai dish, and mole in a Mexican dish; and finally, getting back to the roots of when the product was created, there’s the old toothless man with a huge smile, eating peanut butter right out of the jar. See Exhibit 9A for images of this cast of characters. At the end of the series of images, again the Jif jar is superimposed with the tagline (translated into German): â€Å"Peanut Butter: It’s more than you think. † The images are wordless, except at the very end when the tagline and a brief list of the nutritive benefits are spoken. The benefits include that the product is high in protein and monounsaturated fat which is good for your cholesterol, low in saturated fat and sugar, high in dietary fiber and other vitamins. Peanut butter is vegan, low-carbohydrate, gluten-free and kosher. Another popular promotion in the U. S. was a recipe contest in using Jif as an ingredient with a financial prize. This could be replicated in Germany. It should be noted that all advertising campaigns will require partnering with a local firm to choose the right wording, and to make sure that none of our taglines or acronyms could be misused in a non-flattering way. Professional Sales force. The sales force will be tasked first and foremost with getting entry to German grocery stores and getting the premium shelving during the peanut butter â€Å"awakening campaign. The sales force should be tasked with stocking the shelves, and working the free product testing tables. Peanut butter is not a discount product and the expert German salespeople should be therefore groomed to present the desired company image of quality. The Jif sales force will be tasked to develop recipes for caterers and restaurants, and to provide comprehensive sampling and product use education to chefs. Award winning chefs and restaurants may be compensated to develop German dishes using peanut butter. Jif may sponsor cookbook authors that include recipes with Jif. The sales force should exhaust all avenues to increase German familiarity with peanut butter. Part 10: SWOT Analysis External Analysis: Opportunities. The country with the largest market potential for peanut butter in Europe is Germany (ibid 79). Peanuts and peanut flavoring are already present and popular in Germany, such as in Thai Cuisine or the popular snack Erdnuss Flips. Therefore Germany can be looked at as a strong potential peanut butter target market. Peanut butter is more nutritious than the leading bread spread as it is high in monounsaturated fats, which actually reduce cholesterol. Peanut butter is also a good source of protein for vegetarians and vegans. Germany is a member of the European Union which will allow Jif to easily extend their target market to other parts of Europe as long term growth strategy. The infrastructure is also well advanced to facilitate the transportation of products from initial manufacturing plants to various distribution locations or for the easy transportations of required suppliers. External Analysis: Threats. With all the above mentioned opportunities, there are some challenges that Jif is called to highlight and be aware of in other to successfully execute in the German environment. There is the threat of a salmonella outbreak which would create a scare of consumers. One key element is the fact that Germans view American food as being high in fat. Jif being an American brand could pose a threat to the overall strategy if not well presented and the nutritional benefits presented. Also there is an existing peanut butter company that happens to be more local than Jif when starting, and it will require that Jif differentiate itself to the customer based as a way to establish their brand in that market. Going after Nutella could be challenging as they are well positioned internationally and in Germany; their brand is established and well known. Therefore, marketing Jif will require investment in time and energy to compete. Overall, the spread market in Germany is very limited therefore requires that Jif not only tap into the existing market but also strategize to increase it using non peanut butter company spread customer base. Particularly, they need to focus on stealing Nutella’s market share. Doing business at the international level will also raise other challenges that Jif will need to deal with such as hedging of the currency, the legal requirements of the host country (Germany) vs.. that of the mother country (USA); The company will have to opt for one way of presenting their financial statement, that may need to be converted into the mother currency with all the possible implications that comes with reporting their final profit at the end of each financial year. Jif also been a new product with Germany as their first international base, has no recognized trademark internationally. Internal Analysis: Strengths. The strengths of Jif when compared to substitute products is its nutritional benefits and versatility, when compared to direct industry rivals in peanut butter is convenience. Jif’s main point of difference from competitors is their obvious appeal to mothers as the target market with their focus on the nutritional benefits of peanut butter, in the established market in the U. S. and also in Germany. Jif has a strength in advertising nutritional benefits in their home market, which is experience that could be used in Germany as well. Jif peanut butter is not only more nutritious than the leading bread spread, it is also more versatile. Jif can create an internal strength by providing many recipes that demonstrate uses of peanut butter as more than a bread spread. In Germany, many of the peanut butter brands currently available are organic, or natural, peanut butter. Organic peanut butter is less convenient as it must be refrigerated, brought to room temperature, and then stirred prior to being used as a bread spread. Whereas Jif is shelf-stable. In Germany, the refrigerators are much smaller than American refrigerators and the space must be used sparingly. Another convenience factor for hotels is that Jif already has an â€Å"on the go† packaging currently in place, a 2. 25 oz container, which could be used to directly compete with small packets of Nutella. Internal Analysis: Weaknesses. Although this program has done a great deal in addressing the gap and defining a differentiation positioning as they enter the German market, there are still few elements that remains uncertain as for their impact to the outcome. The relationship with the wholesalers and retailers cannot quite be predicted. But it is important to focus in building it right from the beginning to ensure the sustainability of the business in the long term. We need to note that Jif strategy is coming from a competitive disadvantage to current competitors as most of them have been operating in that ground for many years and had grown to establish their brand in that market. There is also the fact that this whole program’s growth depend on the fact that Jif will be able to turn over the population’s old eating habit to more include peanut butter. Although well elaborated, there is no guarantee that this campaign will be successful in increasing the target market of spread in general and that of peanut butter in particular. Conclusion and Recommendation Considering the above analysis, there is great potential for sales of Jif peanut butter in Germany. To overcome points of resistance, a focus would need to be placed on the communication of nutritional benefits and alternative uses. One of the main challenges is selecting wholesalers to work with and developing relationships with wholesalers and retailers. In developing the Jif brand, a lot will be invested monetarily, and may not see clear signs that this market may increase for many months. The program that has been proposed requires massive spending. Therefore, Jif in Germany does not seem to be profitable in the short term but could be a great success in the long run; if successful in turning people’s behavior. Exhibit 2A: Household Penetration Rates in U. S. Market [pic] Source: Dairy and Food Communications, page 217 Exhibit 2B: Demographic Characteristics of Peanut Butter Brand Use in U. S. Market [pic] Source: Marigny, page 237 Exhibit 2C: 360-Degree Profile of Consumers in U. S. Market Demographics |Housewife |Single Parent |Senior |Young Professional | |Age |25-45 |20-40 |55+ |25-35 | |Gender |Female |N/A |N/A |N/A | |Income |Low to Mid |Low |Mid – Stable |Mid – Growing | |Education |HS Grad+ |HS Grad |College Grad |College Grad | |Occupation |None to part-time |Full-time; non professional |Retired or nea r; professional |Full-time; professional | |Marital/Family Status |Married with young children |Single with young children |Married with grown children |Single without kids | |Psychographics | | | | | |Spending Habits |Conservative; will cut coupons |Concerned; will buy cheapest |Confident; will take time to |Confident and Curious; will | | | |product; no time for coupons |find best value (not just |try new products | | | | |based on price) | | |Activities Interests |Raising kids; preparing meals at|Not a lot of free time for |Wide variety of activities and|Focus on physical fitness and | | |home; eating dinner together |activities; rarely sit down to |hobbies; very news-focused and|outdoors; hobbies and | | | |dinner together |aware |experimentation with new | | | | |things such as exotic recipes | |Opinions Values |Value quality and nutrition over|Value quick; convenient; cheap |Quality matters above all |Interested in gaining | | |convenience | | |experience and stories | |Purc hase Characteristics | | | | | |Purchase Occasion |Will purchase on regular trips |Will purchase on regular trips |Will purchase on regular trips|Will purchase as needed; may | | |to grocery store whenever supply|to grocery store only if needed |to grocery store whenever |be inspired by interesting ads| | |at home is running low | |supply at home is running low |or new products | |Benefits Sought |Quality and Convenience – ready |Convenience – ready to use, |Quality and health benefits; |Convenience – ready to use, | | |to use, relatively healthful, |stable on shelf, makes quick |consistency also good for |stable on shelf, makes quick | | |stable on shelf; will pay for |meals |dentures |meals; Nutrition; Prestige | | |brand name to avoid cost of | | |(â€Å"have you tried†¦Ã¢â‚¬ ) | | |experimentation with a new brand| | | | | |family may not like | | | | |Product Usage |Breakfast on toast; PBJ |Breakfast on toast; PBJ |Breakfast on toast; PBJ |As a stapl e; also as an | | |sandwiches for lunch; as a snack|sandwiches for lunch |sandwiches for lunch; as a |ingredient in exotic new dish | | |on crackers or celery sticks; | |snack on crackers or celery | | | |peanut-butter cookies; | sticks | | | |occasional dinner recipe | | | | |Margin Potential |Low |Low |Low |Low | |Volume Potential |High |Med |Med |Low | |Persuasion Potential |High |Low |Med |Med | Exhibit 2D: Product Positioning Map in U. S. Market [pic] Exhibit 3A: Sales Volume and Value Trends of Nut-Based Products in Germany [pic] Source: Euromonitor, page 3 Exhibit 3B: Market Potential for Peanut Butter in Europe [pic] [pic] Source: Parker, page 79 Exhibit 3C: Sales Volume and Value Trends of Spreads in Germany [pic] Source: Euromonitor, page 2-3 Exhibit 5A: Actual and Forecasted Sales of Spreads in Germany 2009 Sales |volume in ‘000 tonnes | |value in EUR millions | |% volume growth | |% value growth | | | | | | |2008/09 | |2008/09 | |Jams and preserves |138 |44| |55|44 % | |0. 4 | | | |% | |3. | | | | | | | | |4 | | | | |Jams and preserves |139. |45% | |Nutella |Ferrero |17. 1 | |Schwartau |Schwartauer Werke |9. 5 | |Breitsamer Ulrich |Breitsamer Ulrich |5. 0 | |Zentis |Zentis |4. 9 | |Langnese |Langnese Honig |4. | |Movenpick |Schwartauer Werke |3. 2 | |Nutoka |Aldi Einkauf |3. 0 | |Biophar |Fursten-Reform Dr Med Hans Plumer Nachf |2. 3 | |Bel Royal |Zentis |1. 8 | |BelFruit |Zentis |1. 0 | |Biogold Reformkost |Biogold Reformkost |0. | |Barney’s Best |Dockhorn Co |0. 7 | |Dr Kriegers |Fursten-Reform Dr Med Hans Plumer Nachf |0. 6 | |Nudossi |Vadossi |0. 4 | |Ultje |Ultje |0. 2 | |Milky Way |Mars Deutschland |0. 2 | |Snickers |Mars Deutschland |0. 2 | |Private label |30. 0 | |Others | |14. 5 | | | |100. 0 | Source: Euromonitor, page 4 Exhibit 5C: Nutella’s Nutrition Information [pic] Clicking â€Å"Ingredients†: [pic] Source: http://www. nutellausa. com/nutrition. htm Exhibit 5D: Nutrition Panels Compared Jif Creamy Peanut Butter: Nutella: [pic][pic] Source: Jif website Source: Nutella website Exhibit 5E: Local Competitors and Pricing [pic] [pic] Source: Photographs taken by team member Cesar Palma Perez in Germany store Exhibit 5F: Product Positioning Maps Nut-based subsector: [pic] Spreads market in general: [pic] Exhibit 6A: Peanut Butter Wholesalers in Germany |Wholesaler |Area of Expertise | |Jakob Distler Gmbh in Nurnberg, Bayern, Germany |Salted and roasted nuts and seeds, Nuts, glace, Confectionery, Roasted Nuts and Peanut| | |Butter Manufacturing, Nonchocolate Confectionery Manufacturing, Confectionery Merchant| | |Wholesalers†¦ |Lauenburgische Gewurzmuhle Und Rosterei Gmbh CoKg |Nuts: dried, dehydrated, salted or roasted, Packaging and Labeling Services, Roasted | |in Elmenhorst, Schleswig-Holstein, Germany |coffee, Roasted Nuts and Peanut Butter Manufacturing, Packaging and Labeling Services,| | |Coffee and Tea Manufacturing†¦ | |Irecge NussverarbeitungsgesMbh in Tornesch, |Salted and roasted nuts and seeds, Nuts, salted or roasted, Roasted Nuts and Peanut | |Schleswig-Holstein, Germany |Butter Manufactu ring, Confectionery Merchant Wholesalers†¦ | |Schummer-Fruchthandelsgesellschaft Mbh in |Nuts: dried, dehydrated, salted or roasted, Roasted Nuts and Peanut Butter | |Birkenfeld, Rheinland-Pfalz, Germany |Manufacturing†¦ |Rudolf Muller in Buchen (Odenwald), |Architectural Services, Architectural Services, Professional engineer, Engineering | |Baden-Wurttemberg, Germany |Services, Nuts: dried, dehydrated, salted or roasted, Nuts, Roasted Nuts and Peanut | | |Butter Manufacturing, Confectionery and Nut Stores, Photographic equipme How to cite Peanut Butter in Germany, Papers