Alaska Shocking By Earthquake - Free Essay Example

Sample details Pages: 2 Words: 689 Downloads: 7 Date added: 2019/08/06 Category Science Essay Level High school Tags: Earthquake Essay Did you like this example? On Friday, November 30, a magnitude 7.0 earthquake hit Anchorage, Alaska shocking many individuals and causing panic for them and their families. The shaking started with a sharp jolt and continued for one minute. The earthquake happened around 8:30 am, and although no deaths were reported, some individuals are being treated for lacerations due to broken glass. Since this natural disaster, Alaska has encountered up to 1,400 anti shocks or smaller earthquakes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Alaskan Governor has issued a declaration of disaster while many others are sharing their videos and photos of the experience to social media. And although the total amount of damage isnt yet clear, according to many reports, the earthquake tore apart roads, ruined stores, and led students to have to evacuate their schools. One student named Josh Bierma uploaded a photo to his Twitter account along with the caption The earthquake straight cracked my school in half. Vine Road, just outside of Anchorage, was extremely demolished along with many others. Even Anchorage Airport was affected due to flooding. Many videos have been uploaded of items flying off of shelves in local grocery stores and Starbucks Coffee. Don’t waste time! Our writers will create an original "Alaska Shocking By Earthquake" essay for you Create order   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Many photos that have been posted are what geologists refer to as slope failure. Slope failure is when portions of solid hills cave in, or are let loose due to gravity. It basically causes the ground to rip in half, which results in whatever may be on top of the ground, for example a building or road, to crumble along with it. Slopes like these arent necessarily caused by earthquakes, rain or other harsh weather may also result in them, but an earthquake speeds up the process or can create new failures that wouldnt originally have happened.The location of the earthquake was a depth of 25 miles beneath the earths surface, raising a threshold for what is felt at the surface.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Typically, Alaska reports an average of 40,000 quakes every year. And even though the most recent 7.0 caused no deaths and minimal injuries, U.S. federal officials chose to declare it a public health emergency. This declaration was made by Health and Human Services Secretary Alex Azar to make sure Medicaid funds will continue to be issued to those affected even with the temporary closure of these offices. They are also providing federal mental health assistance for those anxious about the earthquake. A hotline opened at 8am on Tuesday, December 4 for anyone who needs help rebuilding after this disaster.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Despite the extremely damaged roads and freezing temperatures, roads are being repaired rapidly. Just four days after the incident, a freeway ramp at International Airport Road is already being opened up to some traffic. Many of the collapsed roads cracked just as a car was driving over. This caused the car to drop along with the road, frightening the driver, and leaving their car stuck on the piece of sunken road. They were forced to abandon their car until emergency officials could retrieve it at a later time.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Two days after the 7.0 magnitude earthquake, Alaska is still in shock and still shaking. Many aftershocks have been reported, with at least 1,400 a 1.0 magnitude. Aftershocks will be less frequent with time but there is an 88 percent chance of a magnitude of 5.0 or even higher. Having an aftershock that is stronger than the original is very unlikely, however there is a possibility of an earthquake with a magnitude of 7.0 or higher before December 8, although the chances are only 3 percent.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Although some structures experienced damage, others didnt. In places where roads cross over wetlands, shaking liquefies the soil underneath, thus causing failure. Different soils underneath may cause a different reaction to the structures when an earthquake hits. With softer soil causing a collapse, firm soil can hold place better keeping the building upright and protecting it. The earthquake also needs to last long enough to liquify the soil, so in dryer climates, destruction was not as typical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This earthquake continues to be an issue and heartache for families trying to rebuild so close to the holidays. Luckily no one lost their lives due to this natural disaster and the help everyone needs is the help they are going to recieve.

The European Union and European National Sovereignty

How the EU represents supra-nationalism which is having authority and jurisdiction above national governments? What institution in the EU represents this trend? European Union is one the world’s most dramatic examples of economic and political integration. A total of 27 states are compromising their national sovereignty by transferring many areas of their decision-making and authority to a supranational organization. We cannot call the European Union a nation-state because it lacks core responsibility, legal rights and cannot use coercion or punish those who disobey its law, directives and regulations. However, its operation and authority over some economic, political and legislative fields are supra-national and beyond the control of†¦show more content†¦To compare, we can say that the European law is almost like a codified constitution law of a sovereign state where all other laws subordinate the constitution law. Once, regulations are promulgated it would be followed and obeyed by all members which makes the European Union a supranational organization. The European Commission has exclusive decision-making power on external commercial policy, agriculture, environment, internal market, and single currency. It proposes its decisions to the European Parliament and to the Council of Ministers for approval. The European Court of Justice is another institution of the European Union that almost acts like a supranational institution. The ECJ has the right of judicial review over the interpretation of the EU treaties and over the secondary legislation (directives and regulations) issued by the European Commission and approved by the European Council of Ministers. The final verdicts of ECJ over several cases confirm that European law takes precedence over national law. The ECJ argues that all member states have willingly accepted the constraints imposed by European law and have transferred a limited amount of their sovereignty to EEC institutions. Thus, the EEC laws should be granted primacy over national law. Another aspect of EU supra-nationalism is the Single Currency. A single currency challenges the core definition of what it means to beShow MoreRelatedEuropean Union And Its Influence On The State1134 Words   |  5 PagesIntroduction European Union is remains one of unique and controversial organisation in nowadays which symbolise the association of European countries with shared sovereignty over socialism and imperial ambitions. President of the European Council Herman Van Rompuy once sad that: â€Å"The age of the nation state is over and the idea that countries can stand alone is an ‘illusion’ and a ‘lie’† (Martin D., 2010). 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Destination Marketing Developing an Index for Medical Tourism

Question: Write an individual report outlining a suggested marketing strategy focusing in detail on The Philippines Medical tourism. You should include the following : Clearly discuss the chosen target market Identify and discuss the chosen marketing strategy, identify relevant smart objectives and any relevant strategic issues such as timescales and seasonality Clearly identify and discuss in detail the image and positioning strategy required for this target audience. Clearly outline a tactical marketing campaign, discussing in detail any relevant marketing mix activity. You should make specific reference to any promotional /communication skills mix activity and consider any specific interactive marketing needs, taking into account latest best practice of e-marketing techniques. You should discuss any potential issues and problems with the implementation, control and measurement of your ideas. You should indicate relevant key performance indicators. Answer: Introduction Medical tourism is defined as a term in which the patients travel abroad to avail cheap medical services. Philippine Medical Tourism Inc is a group of individuals with diverse corporate and business backgrounds. Several integration services for medical procedures are offered such as weight-loss, orthopaedic surgery, alternative medicine care, dental procedures and various other segments (Philmedtourism.com 2016). Choice of Target Market For a business to flourish in the domain of medical tourism, that too in the Philippines the firm needs to ascertain its target market. The organization will target the age group of 45-60 and above. However, the marketing communications plan is designed for young professionals as well as the above mentioned age group (Chen and Chen 2012). As this age group constitutes a large portion of the population, the company will get a significantly large client base. This age group is more likely to have ample amount of money in their hand, as most of them are either service holder or businessperson. Therefore targeting his particular segment of the economy will help the company to gain a potential competitive advantage in the economy (Yeoh et al. 2013). Background Issues TOWS Matrix Threats Lack of price transparency Intense competition from emerging destinations Potential crowing out of domestic poor patients Lack of malpractice framework Opportunities Improving global perception of the economy Continued high cost of care engendering medical outsourcing Expansion of medical care segments Increasing demand due to aging population Weaknesses Lack of strong brand recognition internationally Weak synergy between travel service providers and medical service providers Lack of portability of insurance plans among medical tourists Administrative barriers to entry in local government units Strengths Clear price advantage in surgical and medical procedures Captive market Tropical climate and cultural openness Good quality care and top-notch health facilities Large talent pool of English-speaking and qualified tourism professionals Source: (Picazo 2013) Ansoff Growth Matrix Four growth strategies can be adopted by Philippine Medical Tourism Inc. (PMTI). With the application of Ansoff Matrix as under: Market Penetration- PMTI can consider achieving growth in the existing market and product segments. The market share can be increased in comparison with other global competitors (Bachmeier 2013). Market Development- PMTI can extend the market segment with existing products and services in the global market (Bachmeier 2013). Product Development- PMTI may develop a new range of products and services for targeting the existing market segment. Convenience and ease of services may be provided to the medical tourists (Morrison 2013). Diversification- PMTI may grow into new business such as opening a paleo-diet restaurant for the medical tourists. The Paleo-diet restaurant would offer healthy food products that are necessary for the well-being of patients (Crandall 2015). The marketing strategy and communications plan may be discussed by opting the market development strategy. PMTI can consider extending the market through various entry strategies with the existing products and services. Market Entry Strategies The three major strategies imperative to enter the market are mainly, Purchase Strategies, Cooperation Strategies and Development Strategies (Aziz et al. 2015). Purchase Strategies: The strategy allows the organization to utilize the financial resources to enter a market with immediate effect by adopting the adaptive strategy. The three purchase market strategies are; Acquisition, Licensing and Venture Capital investment (Greenhough et al. 2015). Acquisition: These are entry level strategies which propel expansion by the means of purchase of an existing organization. The primary reason for organizations purchasing another enterprise can be for reasons such as obtaining access, to technology, brandings, and also human resources (He 2015). Licensing: Acquisition a product or service or solution may be deemed as an alternative to purchasing of physical unit of company or organization (Babik and Chin-Hong 2015). Venture Capital Investment: It offers the firm with an opportunity to enter and try in the market thereby keeping the risks low as much as possible. For instance, venture capital investment in medical tourism companies including the likes of pharmaceutical as well as biotechnological companies. Venture capital will mitigate the risk as far as finances are concerned. The scope of venture capital being utilized by the firms will amount to nearly, 10 billion dollars per year (Hernandez and Ona 2016). Developmental strategies include internal development, internal ventures, and reconfiguration of the value chain. Here, internal development means the avenue where strategies are developed and built together based on business's capabilities and resources (Pennings 2015). Internal ventures refer to setting-up of independent entities within the organization. Reconfiguring change means the aspect of alteration of activities or sequence of activities which adds value as far as consumer deliverables are concerned (Pennings 2015). Identification of Strategic Issues Current Brand Image and Positioning Based on the above analysis and discussion, it is inferred that PMTI faces the following strategic issues: Reduced attention to building competitiveness- There is increased demand for medical resources from the Filipinos. The market niche has primarily focused on promotion through TV and magazine. The concentration on Filipino market has reduced attention from other potential markets (Hartwell 2014). Lack of portability of insurance plans- Studies found that insurance plans in developed countries did not cover treatment received overseas. Due to the quality of service provided to patients, there is lack of portability of insurance plans thereby limiting medical tourism demand (Guinto et al. 2015). Constraints on the quality of health care services- The medical professional in the medical tourism industry are plenty. But with their high qualification and opportunities for better job overseas the practitioners tend to leave the country resulting in brain drain. Stronger regional competitors- There is a need to develop unique value proposition and a market niche as other competitors such as Singapore, Thailand and India have larger accredited hospitals (Wong, Velasamy and Tengku Arshad 2014). Seasonality- One of the most important factors leading to fluctuation id demand in tourism is seasonality. Different days, weeks and even different times of the day has fluctuating demand for tourism and hospitality. The profitability often suffers during low season periods; this is why marketing has big responsibility to increase the demand during low seasons and even out the demand throughout the year (Noviscape Group 2014). Required Brand Image and Positioning The desired market positioning to attract people from across the world is "Medical value Travel". The positioning of the firm affects the success of the organization largely. The first and foremost factor that has to be kept in mind during determining the positioning strategy is the communication issue. Shalikar and Rahimb (2015) pointed out that the infrastructure and communication in the selected area should be excellent. As the business is concerned with medical issues, it is quite likely that the airport or other transport connectivity should be located as near as possible. This will help the clients to access the firm easily. Again, another requirement is that, as the firm is concerned with medical tourism, the position should be so effective that the patients or the clients could access the attractive places in a convenient and time effective manner. These will help the company to build up a wonderful reputation as well (Noviscape Group 2014). Strategies to Achieve Required Brand Image and Positioning For enhancing the competition, foreign direct investment needs to be encouraged. The government must lift the restrictions and establish competition policies for encouraging healthy competition. For reducing the brain drain and enhancing human resource development, effective messages must be communicated along with providing the workers with benefits. The medical tourism industry must put efforts through marketing tactics to market PMTI. Distinctive products and services must be developed, and various tourism packages can be incorporated for promotion. The medical packages can be promoted through websites and brochures (Wong, Velasamy and Tengku Arshad 2014). SMART Goals and Objectives A set of SMART goals are designed for Philippines Medical Tourism Inc. Stated as under: PMTI will increase the annual guest or tourist arrivals by 20%. The management and infrastructure needs to be redesigned through direct investment of 100,000 Peso (Burrai, Font and Cochrane 2014). PMIT may increase the revenue by 20% in 20 weeks. The staffs must be trained for 6 months for being more hospitable and consistent in providing services to the tourists (Burrai, Font and Cochrane 2014). Marketing Mix Tactics The 4 P's of marketing mix in the industry of medical tourism are laid as under. Product Regarding attracting tourists to the product mix, the hospitals may develop a variety of service packages for the patients. The medical tourists are concerned about the investigation of treatment processes. PMTI must take responsibility of the subsequent potential problems that may be caused to the patients in their country. PMTI would coordinate with the tourism industry and a system of information and marketing must also be developed (Chen and Wilson 2013). Price Regarding the price mix, price is the initial motivational factor for the patients. The high cost of healthcare in the US, price is one of the highest concerns for potential patients, especially those without inclusive health insurance coverage. The patients seek better quality service at lower prices in most developed countries. The patients must be given discounts and charged less tariffs for availing services at PMTI. The firm in consideration may contemplate of offering simple tests, such as blood pressure examination, cholesterol checks, at no cost or reduced prices to raise patient awareness of their services (Eades 2015). Place Essential services, no matter how reasonably priced, must be made accessible to patients, which in turn will be effective for the business. If the services are only available in locations or during hours where the patients cannot access them, then the patients remain at risk and the providers miss out on the opportunity to treat them. Providers can seek out new locations, expand operating hours, offer walk-in or same-day appointments and reach out into local communities to offer more access to healthcare services and stand out from the players (Fisher and Sood 2014). Promotion Considering the promotion mix, the PMTI may consider updating websites, mass media for propaganda and television advertisements. The endorsement of a healthcare provider's service is the most significant facet of the marketing mix, and yet the same remains unnoticed. With the advancement in technology, internet is used by the people at a high pace. Social media sites can be used for promotion of Philippine Medical Tourism. Press releases can be made for maintaining public relations. Brochures, pamphlets, international medical exhibition, can be created for communicating message to the people (Chen and Wilson 2013). People Concerning people mix, PMTI may train the staff and recruit new staff with desired qualifications. The people in the hospitality team must be capable of providing medical tourism services. Medical education programs can be conducted for supporting medical tourism (Han and Hyun 2014). Process PMTI can implement European Foundation for Quality Management (EFQM) Model to drive competition and success. Clinical governance must be assessed so that the patients are informed about care, treatment procedures and the consequences. The patients must be rightly involved in the medical treatment processes (Wongkit and McKercher 2015). Physical Evidence Sufficient attention must be paid in the interior and exterior attractions of the hospitals. The physical infrastructure, greenery and environment must be taken care of. The old hospital building must be renewed so that the health conditions in the hospital can be improved (Jabbari et al. 2013). Communication Mix Communication mix refers to the various methods used to promote products and services to the targeted customers. The age-group targeted for medical tourism promotion is aged 45-60 as they are prone to illness and visit abroad. There are numerous categories that are situated in the overlapping sections, such as the internet, product placement, event management, exhibitions etc. A communication mix strategy is designed for the "Medical Destination Philippines" campaign (Jin, Weber and Bauer 2012). Advertising Medical Destination Philippines campaign can be advertised through broadcasting/ mass advertising and online advertising. The Company intends to expand brand awareness amongst expensive clients by promotional activities in esteemed print publications which will attract the attention of target audience. Print advertisements can be created revealing the scenic beauty in Philippines (Martin, Rosenbaum and Ham 2015). Television commercials can play advertisements for promoting medical tourism in Philippines. Outdoor advertising can be created by posting pictures on billboards, subways and near parks where the people of target age group can view the advertisement. Online advertising can be used for promoting by stating the facilities and services provided by the PMTI at an affordable price. Blogs may be used by the customers who had personal experience and excellence about the destination can be described. Online classified ads can be used assuring the patients with best quality care at c heaper prices (Pike and Page 2014). Direct Marketing The direct marketing tools can be used for addressing the target group effectively. Direct mail can be used for directly hitting the target group. Emails are another source of promoting the campaign as the youth accesses their emails daily (Lee and Fernando 2015). The websites must be updated and designed that is feasible for use by the customers or potential customers. Direct selling can be used for the visitors or tourists visiting the Philippines. The travel agents offices can help in promoting and spreading the message of the destination as medical tourism (Mohamad and Ab Ghani 2014). Internet Marketing Development of best in the class website could be one of the major goals of the firm. One of the best ways to promote the Philippines as a medical tourism destination is through search engine optimization. The websites must offer treatment like weight-loss surgery or dental surgery and various other common as well as rare treatments (Gan and Frederick 2013). Search engine optimization and search engine marketing can be used for creating awareness among the customers searching for such treatment. The keywords such as quality care and cheap prices may be highlighted so that the potential customers land on the official website of Philippine medical tourism (Yeoh, Othman and Ahmad 2013). Social media sites such as Facebook can be used to promote the benefits and packages available at travel destination. YouTube can be used for marketing the scenic beauty and facilities available at the medical centre (Law, Buhalis and Cobanoglu 2014). Sales Promotions The tools such as rebates and discounts can be offered to the medical tourists for a first-time visit. Rebates can also be provided for subsequent visits. Membership cards can be made for the customers for easy access and increasing revenue at PMTI. Special events can be organized by the reputed doctors narrating the details of treatments. Special tourism packages can be offered for the country tourism combining with medical facilities availed for attracting customers and increasing revenue (Mohamad and Ab Ghani 2014). Public Relations Conference speeches and press conferences can be held for spreading the message of Philippines as the medical destination. PMTI can involve in charities, communities and events as corporate social responsibility stunt. Other publicity stunts can be organized that would attract customers and potential customers. Healing Philippines' can be used as a campaign and publicity and maintaining public relations (Michaelidou et al. 2013). Implementation and Control The above communication tools focus on delivering the medical tourism messages. Television advertising is good for informing the target consumers visually of benefits. Sales promotion can encourage customers to avail products and services at medical destination Philippines. The online advertising tools are perceived of greatest value to the customers as it is easily accessible. Major focus and investment must be laid on internet advertising and promotion. Public relations score high as it is valued critically by the target audience. As a matter of fact, the firm requires around 400,000 Peso to kick-off its operations and achieve a sustainable cash-flow from its varied activities (Kim et al. 2015). The firm aims to accomplish some profitability by the end of a year since establishment. The initial marketing activity may assist the business to achieve the base level as far as sales are concerned. The management is conscious of having not much of initial debts or other liabilities (Cons tantin 2015). Conclusion Philippine Medical Tourism Inc is a group of individuals with diverse corporate and business backgrounds. There is a need to develop unique value proposition and a market niche as other competitors such as Singapore, Thailand and India have larger accredited hospitals. The desired market positioning to attract people from across the world is "Medical Value Travel." The positioning of the firm affects the success of the organization largely. Medical Destination Philippines campaign can be advertised through broadcasting/ mass advertising and online advertising, direct marketing, internet marketing, sales promotions and public relations. The Company intends to expand brand awareness amongst expensive clients by promotional activities in esteemed print publications which will attract the attention of target audience. The online advertising tools are perceived of greatest value to the customers as it is easily accessible. Major focus and investment must be laid on internet advertising an d promotion. The impediment that may arise while implementing the strategies may be the problem of segmentation of the market. It is not that easy to segregate a nearly homogeneous market. Therefore, the company officials should be careful while segmenting the market. Again, targeting a particular population may always not be the ultimate solution. The company should also look for the young professionals who may also be interested to take the services of the company. Therefore, the company should also focus on the younger generation as well. Product designing, should also be done carefully, so that the products become efficient enough to attract potential customers. There is another difficulty that the company will face, while designing the product, as the tastes and preferences of the customers are different across the population the type of product as per their likings will be very different. Therefore, the company will have to design a diverse and wide range of products. 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New York: Victory Belt Publishing. Gan, L. and Frederick, J., 2013. Medical Tourists: Who Goes and What Motivates Them?.Health Marketing Quarterly, 30(2), pp.177-194. Greenhough, B., Parry, B., Dyck, I. and Brown, T., 2015. Introduction: The gendered geographies of bodies across borders.Gender, Place Culture,22(1), pp.83-89. Guinto, R., Zuwasti Curran, U., Suphanchaimat, R. and Pocock, N., 2015. Universal health coverage in One ASEAN: are migrants included?.Global Health Action, 8(0). Han, H. and Hyun, S., 2014. Medical Hotel in the Growth of Global Medical Tourism.Journal of Travel Tourism Marketing, 31(3), pp.366-380. Hartwell, H., 2014. Medical Tourism: The Ethics, Regulation and Marketing of Health Mobility.Tourism Management, 45, pp.1-2. He, A.J., 2015. 41. Transplantation tourism in Asia: snapshot, consequences and the imperative for policy changes.Handbook on Medical Tourism and Patient Mobility, p.411. Hernandez, A.A. and Ona, S.E., 2016. 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Marketing Baskin-Robbins free essay sample

Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. It was set up in 1946 and its full form is Anand Milk- producers Union Ltd. The Brand Amul is a movement in dairy cooperative in India. The management of the brand name is done by the Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF which is a cooperative organization. Amuls range of products includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, cheese, butter, and shrikhand. Amul Ice Cream was launched on 10th March, 1996 in Gujarat. Now we have decided we will launch Amul Ice-Cream in Bangladesh which will include fat free ice cream and ice cream with different flavors. Amul ice cream will launch on the platform of ‘Real Milk’. ‘Real Ice Cream’ given that it is a milk company and the wholesomeness of its products gives it a competitive advantage. We will write a custom essay sample on Marketing Baskin-Robbins or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page BUSINESS PROFILE: A business profile is a marketing document designed to catch the attention of and inform potential purchaser about the company’s goods and services. AMUL has the largest distribution network among any FMCG company. AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. MISSION: Mission statement is a statement of the organization’s purpose and describes that what the organization wants to accomplish in the large environment. In other words it is a statement that spells out that what the company is, what it does and where is it headed. Amul is aimed to create an opportunity for its customers with variety of ice-creams and different taste of ice-creams. Its mission is to be the first ice-cream for the ice-cream lovers and to create the top position. Vision: Vision statement is a general statement of less intended direction that evokes emotional feeling in organizational members. It believes that within the next three years it will grow into a demanding ice-cream in BANGLADESH through careful business planning and implementation. The vision trigger will emphasize the premium quality of its products. OBJECTIVE: Our initial objective is to create awareness among 60% customers within 6 months. We will aware those customers who are conscious about their health. Customers can differentiate Amul from other competitors in terms of Service product quality, Dedication andVariety. Quality Service: We consider quality to be the cornerstone of our future success. Our production departments will be responsible for ensuring quality. Their objectives will be to make sure that product: Satisfy consumers’ needs. Can be produced cost efficiently. Operate in the way they should. Confirm to safety standards set by the legislations and independent b odies. Dedication: Our dedicated staffs set Amul from other similar businesses. Our company is dedicated towards the society, suppliers, consumers and employees. Our workers believe that every thing they do or don’t affect the customers. Variety: Amul offers a wide range of ice-cream suiting our customers’ needs and wants. We are planning to make fat free ice-creams. Current Market Share: Business Portfolio : The collection of business and products that make up the company. The company must: Analyze its current business portfolio and decide which business should receive more, less or no investment. Develop growth strategies for adding new products or business to the portfolio Bread spreads : Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter Delicious Margarine Milk Powders: Amul Full Cream Milk Powder Amulya Dairy Whitener Amul Mithaimate Sweets : Amul Mithaee Khoya Gulabjamaun Amul Basundi Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Slim Trim Double Toned Milk 1. 5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Product: Amul Masti Dahi (fresh curd) Amul Lite Dahi Amul Lassee Amul ice cream Amul Chocolate Confectionery: Amul Fruit Nut Milk Drink Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate, Butterscotch) Amul Kool Cafe Amul Kool Koko Health Beverage Amul Shakti White Milk Food Strategic Business Unit: A unit of the company that has a separate mission objectives and that can be planned independently from other company business. A SBU can be a company division, a product line within a division or sometimes a single product or brand. BCG Matrix: The use of quantified performance measures and targets can be illustrated by an approach developed by the Boston Consulting Group (BCG). BCG, a nationally known management consulting firm, advises its client to locate the position of each of its SBU’s on a growth share matrix. BCG Matrix for SBU’s of AMUL Stars: It has high growth, high market share. Stars are leader in business. They also require heavy investment to maintain its larger market share. It leads to large amount of cash consumption cash generation. Attempts should be made to hold the market share otherwise the star will become a cash cows. Cash Cows: It has low growth, high market share. They are foundation of the company often the stars of yesterday. They generate more cash than required. They extract the profits by investing as little cash as possible. They are located in an industry that is mature, not growing or declining. Dogs: It has low growth, low market share. Dogs are cash traps, it do not have potential to bring in much cash. Number of dogs in the company should be minimized. Business is situated at a declining stage. Question marks: It has high growth, low market share. Most business starts with question marks. They will absorb great amount of cash if the market share remains unchanged. Question marks have potential to become stars and eventually cash cows but can also become a dogs. Investment should be higher for question mark. Amul ice cream is the most promising question mark SBU, which will eventually turn out to be a star, if investment is made on it. STARS Amul Butter Amul Tazza Amulya Dairy WhitnerQUESTION MARKS Amul Ice-Cream Amul Chocolate Amul Masti Dahi Mitha Mate CASH COWS Mozarella Cheese Amul Pizza Base Amul Tazza Fresh Milk DOGS Infant Milk Range Amul Shakti Nutramul Diversification: Diversification is the strategy for company growth starting up or acquiring business outside the company’s current products and markets. The goal of diversification is to reduce the risk in a portfolio. Diversification reduces both the upside and downside potential and allows for more consistent performance under a wide range of economic conditions. Amul’s Product Diversification: DairyNon DairyFresh milkVegetable OilMilk drinks desertSnacksBread SpreadInstant FoodCheese Products Diversification Strategies: Seeking unfamiliar products or markets or both in the pursuits of growth. Secrets of Amul’s Diversification Philosophy: Progressive addition of higher value products while maintaining the desired growth in existing products. Amul introduced products with consistent value addition but never left the core philosophy of â€Å"providing quality at a basic, affordable price†. Benefits of Diversification: Higher growth: Introducing new products to new segments according to consumer needs will lead to high market growth and economies of scale. Expansion of network: Wide network will help Amul products to reach maximum consumers. Advantages of each underline products Market segmentation: Market segmentation means, dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs. Customer based market segmentation: As a part of marketing activities we have divided our market into different sections. Demographic segment (age and gender) Geographic segment Psychographic segment Industry based segmentation: We will provide our ice cream according to these segments. Restaurant Confectionary and retailers’ shop Coffee shops Targeting: Targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. By collecting information and by consulting with people we have chosen our desired segments. We have targeted kids and youth from age group people women from gender division, these two groups are from demographic segment. From geographic segment we have targeted Chittagong and Dhaka regions for distributing our ice cream to the target customers. We will offer fat free ice cream which is specially made for health conscious people; these people are fallen into psychographic segment. Positioning: Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. Amul ice cream is already very renowned in South Asian countries. People are accustomed with this product and are quite confident about its quality. Placing a product in that part of the market where it will receive a favorable reception compared to competing products. Low Priced Amul Ice Creams made Kwality Walls life hell. So Amul ice cream has a superior image in peoples mind than any other ice cream. Differentiation: It is actually differentiating the market offering to create superior customer value. To produce ice cream we use the major ingredient which is milk is supplied from our own dairy firm. So we ensure the best quality to our consumers, which differentiate our ice cream from other ice creams. Besides, we will try to make sure that people can get our product available at any quantity and size they want to consume. Marketing Mix : Marketing mix is the mix of controllable marketing variables that the firm uses to purse the desired level of sales in the target market, consists of four element product, pricing, channels of distribution (placement) and communication (promotion). A marketer who has selected a target market is able to plan a marketing mix to create successful exchanges with its members. Importance of Marketing Mix : The four marketing mix element are interrelated, decisions in one area affect action in another. To illustrate design of a marketing mix certainly affected by whether a firm chooses to complete on the basis of price on one or more other elements. When a firm relies on price as its primary competitive tool, the other elements must be designed to support aggressive pricing. Each marketing mix element contains countless alternatives. For instance, a producer may make market one product or many, and they may be related or unrelated to each others. The product(s) may be distributed through wholesalers, to retailers without the benefit of wholesalers, or even directly to final consumers. Ultimately, from the multitude of alternative, management must select a combination of elements that will satisfy target markets and achieve organizational and marketing goals. 4ps of Amul: Product : The actual good or service that a marketer offers a target market, also the many ways in which the good or service is enhanced to satisfy the customer. As we have mention before we will like to export Amul ice-cream to Bangladesh. It is non-durable consumer goods. We are looking forward to export sugar free ice-cream along with other regular ice-cream. The ice-cream like to exports are as follow: Amul Ice-cream : Vanilla Royale . Royal Treat Range : (butter scotch, rajbhag, malai kulfi) Nut-o- Mania Range : (Kaju draksh, kesar pista royale, fruit bonanza, raosted almpnd) Natures Treat : (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Fresh Pineapple. ) Sundae Range : (Chocobar, Dollies, Frostik, Ice-candies, Tricone, Choco-crunch, Mega bite, Cassatla. ) Utterly Delicious : (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic. ) Specialty of our product is that, we are providing our customers with a wide verity of choice. And we are the first ones to offer fat-free ice-cream in Bangladesh and which will give us competitive advantage. The sugar free ice-cream of Amul will be produce by their fat-free products like skimmed milk and sugar free. Price : The element of the marketing mix that consists of setting prices that support the organization’s marketing strategy. Amul is aiming to follow low cost strategy. In case of exporting, Amul ice-cream in Bangladesh we are planning to add a value of 15% after calculating our production and transportation cost. At the same time we are determine not to set the price much lower than the competitors price, because this might be hamper our brand image. In one word we can say that for setting the price of Amul ice-cream we will follow both cost based pricing and competitors based pricing. Place: Place is the element of the marketing mix that consists of getting the product to the target market so that it will be convenient to buy. As ice-cream is such a product who’s availability, we are planning to follow intensive distribution process for distributing ours product. But first we would export our product to some selected cities of Bangladesh, like Dhaka, Chittagong and Syhlet and if we get a good response then we would export it in other areas as well. Our distribution channel will be: Promotion : The element of the marketing mix that involves informing target markets, such as advertising , personal selling ,publicity , sales promotions etc. We will use certain promotional tools to promote our Product, which will be both profitable and effective to aware, the customer about the arrival of our product in Bangladesh. And as well as convince the customers to consume Amul Ice-cream. The Promotional tools that we will use are as follows: Advertisement : We will advertise our product firstly through television. Though it will be quite expensive, still it will be able to attract a huge number of people. Our second advertising media will be newspaper and magazines. It will be relatively cheaper but will be effective in influencing our consumers. The attractive packaging of our product will also be able to act as an impressive advertisement for our product. Sales Promotion : Sales Promotion means to boost up sales in a timely manner. We are planning to supply our product to different occasional programs at a relative low price, from our competitors, for the first six months since we enter the market of Bangladesh. Public Relation : Amul has conducted many programs in India like Voice of India, Chote Ustaad, Master Chef and a lot more which made us come closer to our consumers. We aim to conduct similar shows in Bangladesh to improve our brand image in the eyes of people. Competitors: Igloo: Abdul Monem Ltd (AML) is one of the largest and the most successful corporate houses in Bangladesh maintaining leadership position in all our business ventures. AML manufactures Igloo ice-creams, a Pioneer brand. Polar: Polar ice-cream manufactures the best value ice-cream using the highest quality ingredients. It is most popular range of ice-cream. It is a perfectly balanced recipe that is designed to give a ‘Full-Cream’ taste and texture. Movenpick: Movenpick Ice-cream is a brand of ice-cream of Swiss. Origin produced by the Nestle Corporation. Movenpick ice-cream is now available in more than 0 countries. Baskin Robbins: Baskin Robbins is a premium ice-cream! It is delicious and delightful for any occasion. Baskin Robbins is the world’s largest chain of ice-cream, with shops in 33 countries. It is well known for its 31 flavor of hard ice-cream. But one of our advantages is that in Bangladesh there is no fat free ice-cream to give us competition. SWOT Analysis: SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. SWOT (sometimes referred to as TOWS) stands for Strengths, Weaknesses, Opportunities, and Threats. Strength: It describes the resources and the skills that a company has acquired. What is the difference from the company? What can we improve? We provide products of high quality at low price. Annual Turnover of We have a highly diverse Product Mix. Weakness: Describes the factors in which a company has unfavorable position with regard to the competence, in order to make the internal analysis. Food items come with a short life. Alliances with third party. Opportunities: It describes the possible markets, business niches that can be seen by everyone, but if they are not recognized on time that would mean the loss of the competitive advantage. No competitors in the fat free sector of our Ice-Cream. Diversify product portfolio to enter new product categories. Threats: It describe the factors that can put in danger the survival of the organization, if they are recognized on time they can dodge or they can become opportunities. There are a huge number of competitors in terms of our regular Ice-Cream. Growing price of milk is increasing the production cost of our product. Key to Success: Quality: We will maintain the most possible superior quality for our product. Goodwill: In India the goodwill of Amul is at a high position. As we know, India is our neighboring country. So, we can easily use the goodwill Amul in Bangladesh and gain success within a short time. Value for money: Customer will get more than what they pay because we will keep service fair and provide the best that we can. Service: We provide high quality ice-cream . Because we think about the quality rather than the quantity and we will provide proper service to the customers. Technology: We will innovative technology. And we will use that technology which will reduce cost of production. Availability: Will make sure that Amul ice-cream will become available in most of the retail shops of Bangladesh. So that consumers can easily acquire it. Health Consciousness: Now-a-days people think a lot about their health and figure. High cholesterol act as a threat to our physic. Amul fat free ice-cream will allows the consumer to the advantage of enjoying ice-cream is threat raising their cholesterol. Conclusion: After all the research finally we hope that we will be able to successfully launch our product along with a good strategy for selling it. We will try our best to efficiently fulfill our customers’ expectation with our high quality product, within a given period of time. Our aim is to produce cheaper goods that fit the conditions of the country in which we are starting our business and the needs of the people. Contribution Chart: Name IDPart Asma Alam0931019Introduction, Company profile, Mission, Vision, Objective, Current market share. Syeda Kauser Farid0931016Business portfolio, Identify SBU, Diversification. Nahid Hasina Sarwar0931026Market segmentation, Targeting, Positioning, Differentiation. Sazzad Hasan0931043Marketing Mix, Importance and Developing of Marketing Mix. Sumyra Mamun Chy0931047SWOT analysis, Key to success, Competitors, Conclusion