An essay on dwarfism, telling the causes, symptoms, and treatments Essay

Dwarfism is a genetic abnormality, that results in short stature. Most people consider dwarfism to be an adult height of four feet ten inches and under. Someone can develop dwarfism from different genetic, and other conditions. It is estimated that between one in every 14,000, and one in every 27,00 people are born with dwarfism each year. There are many different conditions that cause dwarfism. Some of these conditions are a bone disorder called skeletal dysplasias. The skeletal dysplasias are separated into two different groups, Short-trunk, and Short-limbed. More than 500 different skeletal dysplasias have been discovered. The most common skeletal dysplasia is called achondroplasia, and occurs in one in every 20,000 births in the us, and affects about 80% of all people with dwarfism. Dwarfism occurs in all ethnic group. Any two average size parents can have a child with dwarfism. Most causes are genetic, resulting from a spontaneous mutation, or can be inherited from the parents. In a mutation a single normal gene in a chromosome suddenly mutates, which results in the specific condition. The mutations occur during pregnancy, and is the most common reason that two parents of average size can have a child with dwarfism. When dwarfism is inherited both parents have a recessive gene that produces a dwarfism causing condition, and both pass it on to the child, the child will have that condition. Symptoms that occur in most types of dwarfism are short stature, and shorter limbs, like arms, legs and fingers. These are the most recognizable. Others may include an increased risk of ear infection, and hearing loss, increased head size, a prominent forehead, apnea, which is a stop in breathing, while asleep, small ribcage, a curved and twisted spine, difficulty bending, and straightening elbows, being double jointed, and a delay in motor skills, such as sitting upright, crawling, walking, standing, a crowded jaw, and waddling when walking. The curving, and twisting of the spine, along with the loint problems may result in early arthritis. These symptoms occur in most types of dwarfism, but in some cases it does not. Although dwarfism may be detected with prenatal testing, most cases are not identified until after birth, by X-rays, and the child’s appearance. The is  no known way to correct the results of dwarfism, but some examples of treatments are joint, and hip-replacement surgery, which relieve the pain in joints by reducing the pressure, of the unbalanced weight. Another treatment is limb lengthening. In this process bones are cut, and pins are inserted between them, making them longer. Limb lengthening is a very long painful, and complicated surgery, that may take more than two years to complete. The different conditions, caused by dwarfism vary from person to person, and most people with dwarfism carry out normal lives.

Alcohol Promotion and the Marketing Industry

Julie A. Novak International MBA Student York University Prepared for The Association to Reduce Alcohol Promotion in Ontario September 2004 Working to Reduce the Impact of Alcohol Advertising Acknowledgements ARAPO wishes to acknowledge the effort and contributions of the following individuals to this paper: Tom Appleyard, Alcohol Projects Manager, Ontario Public Health Association Ben Rempel, Alcohol Projects Consultant, Ontario Public Health Association Pat Sanagan, Co-Chair, Association to Reduce Alcohol Promotion in OntarioJulie A. Novak is an International MBA student, studying through the Schulich School of Business at York University in Ontario. Julie has also completed her Master’s Degree in Political Science at the University of Toronto, and a Bachelor of Science Degree from the University of Victoria. She has held positions in Public Policy in such places as Moldova and Geneva.This paper examines current marketing trends in the alcoholic beverages industry that can i mpact the public’s health and safety. It is important for public health organizations to be aware of trends common to the industry; this will inform and bolster their efforts as watchdogs to manufacturers and retailers of alcohol.The analysis describes the critical elements of the marketing mix, and makes a clear distinction between advertising and marketing. Advertising is an important part of the marketing mix; however, there are several other tactics and tools employed by marketers in the industry to influence consumer behaviour and to build strong brands. The paper reviews current trends in the alcoholic beverages industry generally, drawing specifically on some examples from the global beer industry.In the fight to increase market share, marketers will alter their marketing strategies in response to industry trends, seeking synergies that may exist between sponsorship and promotion. The paper also discusses the use of bottle labels for marketing alcohol products as an ex ample of the overlap of product and promotion. This leads into a discussion of the relationship between advertising and packaging and how they are used to encourage selection of certain brands over others. Advertising trends, such as sexually explicit content and low-carb and health conscious media messages are also addressed.These are variables in the marketing mix. The last section discusses the current guidelines concerning marketing and promotions and the position taken by various public health groups such as ARAPO (Association to Reduce Alcohol Promotion in Ontario) in response to the current trends and tactics used in alcohol marketing and promotion with specific attention to recommendations to regulators. 1 1. 0 INTRODUCTION The Canadian alcoholic beverages industry includes brewers, wine producers and distilled spirits manufacturers. Molson Inc. s the oldest beer brand in the Canadian brewing industry and a global brand name with products that include Molson Canadian, Molson Export, Molson DRY, Rickard's, and Brazilian beer brands Kaiser and Bavaria. Total net sales for Molson in 2004 – year ending March 31 – were $2. 5 billion. This amounted to annual profits of $2. 37 million1. Another Canadian favourite is John Labatt Ltd. , which is owned by the Belgium-based company Interbrew. The second largest brewer by volume worldwide, Interbrew owns a portfolio consisting of, among others, Stella Artois, Carling, and the popular Labatt line of beers.In 2003, Interbrew recorded a gross profit of â‚ ¬3. 6 billion, which resulted in a net profit of â‚ ¬505 million, after spending an incredible â‚ ¬1. 3 billion on sales and marketing2. The other three major players are Sleeman Breweries, Big Rock Brewing Income Trust, and the Brick Brewing Co. Sleeman, a specialty brewed premium craft beer, recorded annual sales of $1. 85 million in 20033. Big Rock Brewing Income Trust recorded net sales of $28 million in 20034. The Brick Brewing Co. , resp onsible for Formosa and Red Cap brands among others, recorded gross sales of $11. million for the second quarter of 2004. This resulted in a record net income of $832,000 over a three-month period5. The Association of Canadian Distillers is the national trade association representing Canada's major distillers. The distilling industry has been estimated to generate $2. 6 billion worth of economic activity. Distillers include, among others: Bacardi Canada Inc. ; Canadian Mist Distillers, Ltd. ; Hiram Walker & Sons, Ltd. ; Corby Distilleries, Ltd. ; Diageo Canada, Inc. ; and Schenley Distilleries Inc.These distillers produce popular spirits including Brandy, Gin, Cognac, Vodka, Rum, and the ever-popular Canadian Whiskey, Canada’s most established domestic and exported distilled spirit. Since 1840, there have been over 200 whiskey distilleries operating throughout the country, as Canada has gained recognition as a producer of high quality whiskey. This reputation has resulted in billions of recorded sales for the Spirits industry. For example, Diageo recorded sales of US$ 15. 6 billion in 2003. Domestic and imported spirits sales for 2003 were recorded at nearly 15 million cases (12 – 750 ml. ottles)6. The Canadian Vintners Association is Canada’s national association of vintners, representing 34 wineries and producing about 90% of Canada’s total wine production and export. Winery members include, among others, Jackson-Triggs, Peller Estate, and Hillebrand Estates. Total Canadian wine sales for 2002, was 267 million litres7. Molson Annual Report (2004). Interbrew Annual Report (2003). 3 Globe Investor (2004). 4 Big Rock Brewing Annual Report (2003). 5 Just-drinks. com (2004). 6 Association of Canadian Distillers (2004). 7 Canadian Vintners Association (2004). 1 2 1. 1 Marketing – A Definition The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of t he buyer8. According to the Business Knowledge Center, â€Å"the Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs better than the competition. †9 Additionally, despite misconceptions, marketing is not always advertising. In fact, advertising comprises only a small part of the overall marketing mix.The variables of the marketing mix will manifest in unique ways depending on industry characteristics as they are heavily influenced by local and global industry trends. 1. 2 Building Brand Community Building brand loyalty is key to the success of the marketing concept. Developing and exploiting crucial relationships among the customer and the brand, the customer and the firm, the customer and the product in use, and among fellow customers10 is a strategy that leads to a belief that the buyer is part of a specific brand’s â€Å"community†.These relationships are important because t hey enable marketers to create brand loyalty and customer retention, which yield the promise of long-term profitability and market share11. Like a social community, the brand community tends to be identified on the basis of commonality or identification among its members12. The brand community members identify through devotion to particular brands or consumption activities, which are connected to other symbols in the marketplace13.For example, a product that is endorsed by a popular celebrity or professional athlete will appeal to certain brand communities or target markets, but not all. Responses to marketing influences may be cognitive, emotional or material in nature and, ultimately, customers will value their relationships with their branded possessions and with marketing agents14. The basis for community identification can be on wide-ranging commonalities that are difficult to detect. The stability of a brand community through time is an asset to marketers inasmuch as longevity equates with a stable market.Additionally, if marketers are able to successfully identify where a potential brand community exists, they can use it to bolster their marketing efforts and build brand loyalty. Furthermore, marketers will tailor their strategies such that they resonate with particular existing communities. If used effectively, this knowledge can be a powerful tool for marketers, as they will have greater insight into some of the motivations behind consumer behaviour. 1. 3 Global Alcoholic Beverage Perspective It is impossible to discuss the Canadian alcoholic beverages market without considering the global perspective.In particular, the global beer industry is facing increasing pressures 8 Levitt (1986). Business Knowledge Center (2004). 10 McAlexander et al. (2002). 11 Ibid. 12 Ibid. 13 Ibid. 14 Ibid. 9 3 of internationalization and consolidation, which are both the result and the cause of industry-wide mergers, acquisitions, partnerships and strategic alliances. Fac ing low prospects for volume growth in mature, developed markets and increasing competition, brewers continue to seek growth through acquisitions of other brewers or by aggressive participation in developing markets15.Indeed, the top ten brewers worldwide now account for more than half of the entire world’s beer, which is an industry first16. Given the lack of volume growth opportunities in the North American market, the industry trend of increased marketing and advertising spending continues as companies try to differentiate their brands in a highly saturated market. Not only is the market saturated, but the marketing media are cluttered. In order to achieve standout in a cluttered industry, breweries continue to develop creative ideas that generate excitement around their brands.Smaller breweries, in particular, try to increase brand recognition through provocative or racy ad campaigns since they cannot hope to compete on the same scale as their larger competitors with resp ect to the total amounts spent on marketing and advertising. 1. 4 The Marketing Mix It is important to understand all of the variables that comprise the marketing mix, or the 4Ps of marketing: Product, Price, Place and Promotion. The 4Ps are the variables that marketers can control in order to best satisfy the customers in the target market17.First, the product is the physical product or the service offered to the consumer, which can include additional services or conveniences that are part of the offering. Marketers can adjust certain product characteristics such as the functionality, appearance, packaging, brand, quality and service. The second variable, price, reflects company considerations such as profit margin and competitor pricing, including discounts. Third, place refers to the decisions associated with channels of distribution that act as a means of reaching the target consumers.This includes the channel members along the supply chain, market coverage and the various servi ce levels. Finally, promotion decisions are all those that relate to communicating and selling the product to potential customers. These may include advertising, personal selling, media, public relations and budget. Thus, marketing is a multi-dimensional function that yields a variety of effects. In the alcoholic beverages industry, a mature and highly competitive market, companies experiment with their marketing strategies regularly.The focus of this paper is primarily on promotion and product and, specifically, how these two variables are manipulated in tandem by marketers to create powerful marketing strategies. 15 16 Todd (2004). Ibid. 17 McCarthy (1975). 4 1. 5 The Impact of Advertising on Consumption and Related Problems Alcohol advertisers use effective advertising techniques to reach the youth market. Such techniques link alcohol to physical attractiveness and sexiness, promote age identification through the use of spokespeople, and use humour, music and popular culture icon s18.In 2002, $160 million was spent on alcohol advertising in Canada19 and alcohol appears in approximately two thirds of all programs watched by Canadian teens at an average rate of 8. 1 drinking references per hour20. The consequences of alcohol advertising on public health and safety are considerable. Alcohol use plays a substantial role in all three leading causes of death among youth – unintentional injuries (including motor vehicle fatalities and drowning), suicides and homicides21.Alcohol advertising is linked to patterns of heavy drinking, drinking in dangerous situations and deaths from alcohol-related motor vehicle crashes22. In one study, the chances of drinking alcohol rose by nearly 10% for teens who watched an extra hour of regular television programming per day23. 2. 0 CURRENT MARKETING TRENDS 2. 1 Synergies Between Promotion and Sponsorship Currently, a dominant trend in the alcohol industry is a link between promotion and sponsorship. Companies are attempting to capitalize on the ynergy that exists in this area as they move deeper into the global arena to achieve a greater return on their marketing expenditures. The term synergies denote opportunities for collaboration in which the result that can be achieved is greater than the sum of the individual efforts. An example is the positive spillover of media exposure that results when a brand becomes the official sponsor of an international sporting event, especially one with wide television coverage. In effect, this amounts to a cost-effective marketing campaign for the sponsoring company, assuming the outcome is consistent with the overall brand identity.Another factor contributing to the drive for synergies is the seasonality of this industry. Manufacturers prepare for the summer beverage-selling season by ramping up production, increasing their marketing and seeking sponsorship deals, which act as promotional vehicles for new launches and summer products. Sponsorship agreements with int ernationally recognized sporting events help to enable a brand to stand out among the clutter. McKenzie (2000). AC Neilson (2004). 20 Robinson et al. (1998). 21 AMA (2003). 22 McKenzie (2000). 23 Robinson et al. (1998). 19 18 2. 1. 1 Sports Sponsorships Alcohol manufactures are increasingly seeking contracts for official sponsorship of highprofile sporting events as they realize the opportunities for synergies between promotion and advertising. The Canadian Code of Advertising Standards, produced by Advertising Standards Canada states: â€Å"products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age. [And] people featured in advertisements for such products must be, and clearly seen to be, adults under the law24. High profile sports sponsorships with a heavy advertising component risk being in violation of this regulation. Two of the major international sporting events in Canada, the Roger’s Cup in Montre al and the Tennis Master’s Series in Toronto are sponsored by breweries. Sleeman is the official sponsor of Tennis Canada in Montreal; Heineken, which is part of the Molson portfolio of brands, is the sponsor in Toronto. The situation in Canada reflects a global trend. In late 2003, Heineken signed a deal with the British Olympic Association (BOA) for exclusive sponsorship rights.The deal is part of a â‚ ¬50 million global investment by the brewer25, giving the company exclusive rights to the BOA logo. Sponsorship deals are considered an opportunity for alcohol manufacturers to establish global brand recognition in a competitive industry. With huge budgets behind sponsorship deals, and the wide international exposure that results, it is very difficult for watchdogs to monitor the visibility of alcohol brands. The clientele and audiences at sporting events such as the Olympics are of all ages, youth included.Therefore, limiting exposure of beer ads only to legal age consume rs is nearly an impossible undertaking. In April of 2004, NASCAR (National Association for Stock Car Auto Racing) in the US was strongly considering changing its policy to allow hard-liquor brands to sponsor teams in its top tier Nextel Cup Series26. Though such a move could alleviate sponsorship problems for some drivers, it could threaten NASCAR’s desire to become more family friendly. With this in mind, NASCAR rejected Diageo’s bid to become official sponsor.This move did not prevent Diageo from landing a sponsorship deal: the company secured a top sponsorship contract for its brand Crown Royal. Crown Royal was signed to be the title sponsor of the International Race of Champions (IROC), one of the NASCAR events. This marked the first time a hard-liquor marketer was allowed a title sponsorship for any sport, although Diageo’s Smirnoff Ice Triple Black brand has sponsored individual drivers. However, when Diageo's Crown Royal brand signed on as the title spons or for the IROC series in January, NASCAR reiterated its ban on sponsorships from hard liquor and chewing tobacco companies.NASCAR has a long history of partnering with beer marketers for races, but accepting hard-liquor brands would be a complete reversal of NASCAR’s position. Such changes in sports sponsorship have vast implications for industry players, marketers and public health groups. In the case of Diageo, the sponsorship deal is one step toward 24 25 Advertising Standards Canada (2004). Anonymous (a) (2003). 26 Thomaselli (2004). p. 1 6 the achievement of the company’s long-term goal of leveling the marketing playing field with beer. 7 As an example, with the three-year deal, Crown Royal will have extensive television exposure, since IROC just sealed a one-year TV pact with Speed Channel, a cable subsidiary of News Corp. ‘s Fox28. Such exposure is difficult to track and, thus, even more difficult to regulate. Although spirits have so far been prohibited from becoming sponsors, hard-liquor companies can, and have, used their malt beverage products or RTD (Ready to Drink) products29 as sponsors. Diageo's Smirnoff Ice, for instance, is one of the sponsors of driver Matt Kenseth, last year's NASCAR champion. . 1. 2 Promotion and the Entertainment Industry Another advertising tactic used by liquor companies is cross-promotion with the entertainment industry. This could include joint promotional campaigns between film studios and alcohol brands or between liquor companies and music tours and concerts. An example is the recent collaboration between Adolph Coors Co and Miramax’s â€Å"Scary Movie 3†, which was released at the end of 2003. Coors not only advertised around the promotion of this film, but it also had its spokeswomen, the Klimaskewski twins, appear in the film itself30.This technique is another way for companies to realize synergies in marketing and promotion, as there exists the potential to reach a broader audi ence than could be reached through a simple television commercial or magazine ad. In this case, Coors was attacked by the Marin Institute – a public health and safety group – for its involvement in the film promotion. The Marin Institute accused Coors of defying the alcohol industry’s guidelines by promoting its connection to this film31. Given the PG-13 rating of the film, there was no way of ensuring that under-age viewers were not exposed to the ads.In the music industry, there are many examples of activities involving cross-promotional campaigns with alcohol companies. These campaigns are used to achieve synergies from the combined effect of promotion and advertising. Molson Canadian uses this technique regularly, teaming up with Napster to provide music downloads and other special music offers. The company launched a campaign contest that involved the giveaway of a â€Å"Molson Canadian Rocks Summer Soundtrack, as well as weekly chances to win concert tick ets†32.Trends in promotion and sponsorship in the alcohol industry are of concern to public health groups because they have the ability to reach a wide audience, with little or no regulation. Other forms of promotion and sponsorship exist, however a description of each is beyond the scope of this paper. 27 MacArthur (2004). Ibid. 29 RTD: Ready-to-drink alcoholic beverages, such as Smirnoff Ice and Mike’s Hard Lemonade. 30 MacArthur (2003). 31 Ibid. 32 Molson Insider (2004). 28 7 3. 0 ALCOHOL MARKETING AND THE INTERNET Alcohol companies are using digital marketing as a medium.The Center for Alcohol Marketing and Youth (CAMY) in the US found that alcohol company websites have sizeable youth audiences and contain content that is attractive to youth33. In particular, games, cartoons, music and a variety of high-tech downloads fill many of these sites. In addition, programs designed to allow parents to block their children’s access to these sites often fail to do so34 . In fact, fifty-five alcohol websites tracked by comScore Media Metrix during the last six months of 2003 had almost 700,000 in-depth visits from underage persons35.Alcohol websites continue to be a cyber playground, with many features attractive to youth36. CAMY executive director Jim O’Hara identifies content such as customized music downloads, instant-messaging accessories and games including putt-putt golf, football and spin the bottle37. A recent website probe done by the Federal Trade Commission’s (FTC) Division of Advertising Practices in the US found that both Coors and Anheuser-Busch have sites with downloadable music, online games and ring tones38.In fact, as teens start to log more hours surfing the Web than watching television, CAMY and other groups are calling for more regulation on the largely unregulated medium. Jim Hacker, director of the Alcohol Policies Project at the Center for Science in the Public Interest, asserts, â€Å"The industry should remo ve themes, music, language and attractions that clearly appeal to underage people. †39 A key issue for health and safety groups is the ease of foiling the age requirement for viewing beer company websites.An age bar is supposed to weed out youngsters who find the sites attractive, but the investigation discovered that online forms can inadvertently â€Å"tip† kids to fill in fake answers. The trade journal Brandweek visited two websites, Coorslight. com and Budweiser. com and was able to enter several fake birth dates from the same computer, gaining access each time40. When questioned, John Kaestner, VPconsumer affairs at Anheuser-Busch, said the brewer had followed federal guidelines in its age-check system. Other websites attracting attention from the FTC are Bacardi. om, Skyy. com and the Anheuser-Busch site BudLight. com, according to a study by CAMY 41. The claim is that these sites had the highest percentage of underage people making an in-depth visit during the s econd half of 2003. The findings, which were released in March 2004, showed that 59 percent, 47 percent and 34 percent of visitors who looked at three or more pages on those previously mentioned sites were underage42. Overall, minors initiated 13. 1 percent of in-depth visits to the 55 branded alcohol sites included in the study. 33Center for Alcohol Marketing and Youth (2004). Ibid. 35 Ibid. 36 Mack (2004). 37 Ibid. 38 Edwards (2004). 39 Ibid. 40 Ibid. 41 Ibid. 42 Ibid. 34 8 This trend is especially worrying for public health and policy groups since the Internet knows no boundaries, and its content is therefore very difficult to regulate. Alcohol advertising on the web and music downloads have the power to reach all Internet users around the world, of any age. 4. 0 -THE ROLE OF LABELING AND PACKAGING IN ALCOHOL MARKETING The alcohol industry relies heavily on the use of labeling and packaging as a irectmarketing tool in the promotion and differentiation of its products. One of the obstacles facing design marketers is that while standout is paramount, they are all starting with the same structure: a simple bottle or can43. Since it is not possible to have a vastly different pack, companies differentiate themselves with creative labels or packaging. Marketers in the alcohol industry aim to create synergies among label designs, packaging and advertising, such that the overall brand image more quickly achieves wide recognition.The intended result of this coordination is a more effective and integrated means for alcohol companies to communicate with their consumer base, thus encouraging the selection of their product over another. If the product already has a strong brand identity, it is not critical to feature the pack in the ads. In this case, the advertising may be used to communicate other elements of the brand message to create the desired reputation and image with the target audience44. On the other hand, including a shot of the bottle in ads will enhance br and awareness at point of sale and ensure a more integrated approach to branding45.Approximately 60 percent of people in bars and pubs have not decided what drink they want until after they get there46. This is an enormous opportunity for brands to reach their target markets directly at the retail level with eye-catching labels that resonate with consumers. Product labels are the final point of brand contact between the company and its customers before the purchase is made. Thus, a brand’s name and how it is shown on the label can be an effective way of generating sales. The main challenge is finding a way to differentiate a standardized product while developing a strong, consistent brand identity.This is an example of the interaction of product and promotion, two elements of the marketing mix. Some of the methods used in the ready-to-drink and premium beer sectors, for example, include shrink-wrapping, bright colours and innovations such as metallic-effect labels47. In addit ion to a unique label, a catchy name, such as Smirnoff Ice or Mike’s Light will add symbolism and help increase standout and attract consumers. Brand awareness is critical for alcohol companies, and developing a strong brand is especially vital for new brands.The rationale for coordination between promotion and product is that young people, and other potential consumers, will see the campaign in Edwards (2004). Brabbs (2002). 45 Ibid. 46 Ibid. 47 Ibid. 44 43 9 cinemas and style magazines and more easily recognize it from other advertising media 48 . An additional reason to invest in labeling and packaging is flexibility. A shrink-wrap sleeve can be changed frequently, allowing the brand to adapt its appearance more easily to changing styles and trends.Unusual colours or unique label designs can help encourage selection of one product over another at the retail level. The techniques used by marketers are very subtle, such as borrowing design language from parallel markets for encouraging cross purchasing such as â€Å"Atkins friendly†, â€Å"light† or â€Å"low-carb. † Finally, if a particular brand is experiencing low or declining sales, a company can easily reposition it by superficially altering the image and, hence, reinventing a product to reach a new market. 5. 0 TRENDS IN ADVERTISING TECHNIQUESCertain techniques are used by advertisers to attract and engage consumers to their products. These have traditionally included such techniques as humour, sex appeal, popular music, describing benefits of the product, and creating a fun, enjoyable atmosphere. These techniques are used very effectively by alcohol advertisers as well, as they create a high ‘liking’ of advertisements among consumers49. High levels of effective alcohol promotion inculcate pro-drinking attitudes and increase the likelihood of heavier drinking50.For these reasons, the irresponsible use of advertising techniques is a growing concern among health an d safety advocates. 5. 1 Sexually Explicit Content The alcoholic beverages industry has long been accused of exploiting male sexual fantasies in order to advertise its products. However, this approach has recently, in some opinions, reached new levels of exploitation. Early in 2004, Labatt Breweries of Canada aired an ad during the January Super Bowl telecast that caused industry watchdogs to protest.The ad featured two beautiful women kissing, ostensibly to share lip-gloss51. Advertising Standards Canada (ASC) received 113 complaints about this ad in the first quarter and it was soon taken off the air52. The ASC reported that there was nothing wrong with the ad, other than it should run after 9:30pm. This ad is representative of the ‘simulated lesbianism’ trend in beer advertising, clearly a ploy to reach the male heterosexual audience. Labatt is not the only brewery to take this approach.During the same time period, Moosehead Light of New Brunswick launched a series o f ads called â€Å"Enjoy the Nature. † In one of the ads, two men look on and crack open beer cans as two beautiful women dance sensually together in the forest. Ibid. Grube (1996). 50 Babor et al. (2003). 51 Brent (2004). 52 Ibid. 49 48 10 5. 2 Low-Carb Phenomenon & Health Benefits Alcohol marketers must understand the psycho-behavioural forces influencing choice in order to devise effective marketing strategies. These forces are not easily identifiable in any industry.The beer and alcohol industry is not an exception and alcohol marketers have been slow to discern which factors most significantly influence brand selection. Although the sexual angle remains very common in alcohol promotion, the industry seems to be shifting gears. Instead of trying to titillate men by invoking male fantasies, marketers are now instilling fear in them about getting fat. In a feature article the Financial Times reported that beer marketers in the US have made an intriguing psychosexual discove ry about male insecurity53.The argument advanced is that men are increasingly more concerned with what they look like than how they will perform in the bedroom. Beer brands such as Anheuser-Busch’s Michelob Ultra, Coors Light and SABMiller’s Miller Lite are focusing their advertising on the millions of Americans on low-carbohydrate diets, which they have realized does not include only women. By contrast, marketing campaigns linking beers to explicitly sexual imagery have been less effective54. The implication for public health groups is that efforts aimed at regulating sexual content should be reexamined.It is possible that a greater impact could be achieved through aggressive targeting of ads that portray a health or nutritive benefit of alcohol consumption. As an example, Coors, the third-largest US brewer55, recently developed new ideas for its low-calorie Coors Light. The two-year campaign featuring scantily clad women and rock music was unsuccessful in increasing beer sales for the company. Beer companies are slowly discovering that sexual appeals are fun and diverting but they rarely change consumers’ brand preferences. The idea that â€Å"light beer† is less macho and thus less likely to appeal to young men is fading.In fact, it is difficult to think of a major beer company that has not introduced a low-carb brand. The success, in general, of low-carb offerings is evident in food store data compiled by AC Neilsen. In the four weeks ending June 12, 2004, sales volumes were up 56 percent for Michelob Ultra and 15. 6 percent for Miller Lite56. For Coors Lite, which has been slower to alter its marketing campaign, sales volumes were down 2. 7 percent57. Major breweries are responding to evolving consumer demands and are providing what could be the emergence of a new sub-category of beer58.As more companies enter the low-carb market, the competition increases for market share. This translates into bigger marketing and advertising budgets as companies fight for a larger slice of the market. The latest focus on a more health-conscious lifestyle has shifted the marketing emphasis away from sensuality and sex to body image and achieving athletic success. Some 53 54 Silverman (2004). Ibid. 55 Coors merged with Molson in July 2004. The new company is the 5th largest Brewery by market share worldwide. 56 AC Neilson (2004). 57 Ibid. 8 Brieger (2003). 11 industry experts expect this trend to stick around if not because of Atkins devotees but because of aging baby boomers, who tend to prefer light and low-carb beers59. The way forward in the alcoholic beverages industry will be through low-carb advertising, which can be seen as a serious response by the beer industry to a common male anxiety about growing fat, the proliferation of a healthy lifestyle among consumers, and the widespread belief of certain health benefits in drinking a low-calorie, low-carbohydrate beverage60.The low-carb trend is not exclusive to the be er industry. In May of 2004, the Vancouverbased Marc Anthony Group launched a new vodka-based beverage called Mike’s Light, which was targeted at the millions of Canadians on low-carb diets. The lemon-lime beverage, which is part of the ready-to-drink (RTD) alcoholic market, contains just one gram of carbohydrate and 76 calories and is expected to bring new drinkers into the market61. Already, the RTD market in Canada is estimated to be worth $450 million per year in sales.Additionally, with its low- calorie and low-carb options, the RTD market has the potential to increase consumption of alcoholic beverages as consumers switch from light soft drinks to lighter malternatives62. Marketers in this industry are deliberate in promoting RTD products as alternatives for the health and weight-conscious consumer. It is misleading for brewers to promote low-carb beer as being â€Å"Atkins friendly† or as having overall health benefits and doing so goes against the Canadian Food Inspection Agency’s 2003 Guide to Food Labelling and Advertising. Under these guidelines, lowcarbohydrate claims are not approved.Similarly, according to Advertising Standards Canada, â€Å"No advertisement shall be presented in a format or style which conceals its commercial intent†63. This pertains to misrepresenting beer as having health or athletic benefits. The low-carb claim is of concern to public health groups such as ARAPO because it is both misleading to consumers and has the potential to influence consumer behaviour. 6. 0 ACTIONS TO ADDRESS CONCERNS ABOUT THE MARKETING OF ALCOHOL There have been several responses to concerns about the impact of alcohol marketing ranging from education and awareness to legal action and civil suits.Internationally, there are groups that advocate changes in alcohol marketing regulations as well as educate professionals and the public about the risks associated with a proliferation of alcohol marketing efforts. These include: G lobal Alcohol Policy Alliance (UK): www. ias. org. uk Eurocare – Advocacy for the prevention of alcohol related harm in Europe (Europe): www. eurocare. org Center for Science in the Public Interest – Alcohol Policies Project (US): www. cspinet. org Ibid. Business World (2004). 61 Bellet (2004). 62 The market or ready to drink alcoholic beverages is called the malternative market in the US. 63 Advertising Standards Canada (2004). 60 59 12 BeerSoaksAmerica. org – A Response to beer company propaganda (US): www. beersoaksamerica. org The Marin Institute (US): www. marininstitute. org Center for Alcohol Marketing and Youth (US): www. camy. org In Canada, there are guidelines for advertisers that outline what are considered appropriate tactics for marketing products. These guidelines can be found on the Advertising Standards Canada (ASC) website (www. adstandards. om) for all forms of advertising or on the Canadian Radio and Telecommunications Commission (CRTC) websi te (www. crtc. gc. ca) for radio and TV ads. Currently these guidelines are not enforced and rely on a voluntary paid-submission to ASC by the advertiser. Alcohol is one product that seems to have fallen prey to this lack of regulation with many advertisers outright disregarding the guidelines. In Ontario, there are alcohol-advertising guidelines that are overseen by the Alcohol and Gaming Commission of Ontario (AGCO) and can be found at www. gco. on. ca. Before 1997, the CRTC was involved in pre-screening advertisements before they were aired. In 1997, this responsibility was transferred to ASC for national cases, and the AGCO for Ontario specific cases. However, in 1997 the regulations changed to â€Å"guidelines† and preclearance was replaced with â€Å"voluntary submission†. As a result, the responsibility of monitoring alcohol advertising shifted from the CRTC to the general public, as advertisements are now only challenged based on a complaint format.Advertisers, fearing very little in terms of consequences, often disregard the guidelines completely, particularly the following: Alcohol advertising should not: appeal to persons under the legal drinking age associate drinking with activities that require care and skill imply that drinking is required in enhancing enjoyment of any activity imply that drinking is required in obtaining sexual opportunity or appeal64. A study done by CAMY in 2002 found that as the alcohol industry increased its advertising expenditures, more ads were seen by youth.In fact, all 15 of the shows most popular among teenagers included alcohol ads. â€Å"Survivor,† â€Å"Fear Factor† and â€Å"That 70’s Show† were among those with the most ads65. The dramatic increase in youth’s exposure to alcohol brands in magazine and TV advertising suggests that the industry’s guidelines are so permissive that, in practice, they amount to no limits at all. Concerned about the lack of re gulation and increase in alcohol ads – and as a result, increase in consumption – health and safety advocates respond to aggressive marketing with specific strategies, as discussed next. . 1 Awareness, Education and Skill Building The Association to Reduce Alcohol Promotion in Ontario (ARAPO) is funded by the Ministry of Health and Long-Term Care to provide resources and support to individuals and groups about media literacy and critical thinking skills as they apply particularly to 64 65 AGCO (2003). Anonymous (c) (2004). 13 alcohol. Resources include research papers and presentations to youth and health promotion professionals about the impact of alcohol advertising on youth drinking patterns, particularly heavy drinking. 6. 2 Internet ActionThe Center for Alcohol Marketing and Youth uses a vivid Internet presence to attract viewers to their site to examine what others are doing around alcohol marketing. Along with a searchable marketing gallery and steps to take act ion, CAMY regularly publishes research papers on Youth and Alcohol. An example of this is a recent paper titled The Internet, Alcohol, and Youth, which looks at the impact of Internet alcohol websites on underage drinkers. It is available through CAMY’s website at www. camy. org. 6. 3 Complaints to Regulators and ResultsWhile ASC does not demand that advertisers clear their ads before going to the public, they do respond to complaints by the public. A recent example of this was the Don Cherry â€Å"Bubba† ad that was pulled following complaints that Don Cherry is seen as a role model for underage youth – and therefore could not be used as a spokesperson for beer. Groups like the Ontario Public Health Association, responding to concerns about the impact of alcohol advertising on the public’s health and safety, have sent recommendations to both the provincial and the federal regulatory bodies. These recommendations include: Continued pre-clearance of al cohol ads, at the final stage of production by federal and provincial bodies with a strong public interest mandate More effective regulation of lifestyle alcohol advertising, promotions and sponsorships Establishing clear guidelines regarding industry-sponsored responsible drinking messages and public education programs, particularly those appealing to, or directed at, young people Capping the total amount of alcohol advertising and introduce improved mechanisms for monitoring compliance with existing or new regulations Focusing on effective deterrence, monitoring and enforcement measures.This would include a stronger role for community groups in the monitoring and enforcement of federal and provincial advertising provisions, including membership in panels previewing and monitoring alcohol advertising66. 6. 4 Class Action Suits Against Alcoholic Beverages Industry Consumers’ attorneys across the U. S. have begun to target the alcoholic beverages industry, filing lawsuits that claim that some leading brewers and distillers are using slick advertising to sell products to underage drinkers67.In November 2003, attorneys led by David Boies III filed suit against brewers Coors and Heineken, distillers Diageo and 66 67 OPHA Position Paper (2003). Willing (2004). 14 Bacardi and the makers of Zima and Mike’s Hard Lemonade68. The suit accused the companies of using a â€Å"long-running, sophisticated and deceptive scheme†¦ to market alcoholic beverages to children and other underage consumers69† Boeis’ lawsuit alleges that alcohol companies place ads in magazines such as Stuff, FHM and Spin that appeal to males under the age of 21, or in Glamour, which is oriented toward females of similar ages70.The suit claims that ads placed in these magazines are designed to push people younger than 21 to obtain alcohol illegally71. The same is true in TV advertising, where many alcohol ads reach young people not old enough to drink. The class-action suits filed against the alcohol industry since November 2003 have caused alarm in the industry because the lawyer behind them is David Boies, who represented the Justice Department in its antitrust action against Microsoft72. The suits claim that booze ads targeted at adults spill over onto younger audiences73.According to another law suit filed in Los Angeles Superior Court in 2004, AnheuserBusch and Miller Brewing are targeting minors through ads and developing products that look and taste like soft drinks in order to lure underage consumers to their brands74. The suit claims that beer-makers are marketing alcoholic beverages known as â€Å"Alco pops† to minors. These include Doc Otis’ Hard Lemon Malt Beverage, which is made by AnhesuerBusch, and Miller’s Jack Daniel’s Original Hard Cola. Both of these beverages closely resemble soda pop with sweet flavours, bright colours and youth-oriented packaging. CONCLUSIONThe domestic alcoholic beverages market is considered mature, with limited opportunities for growth. One way for alcohol manufacturers to increase their sales volume is by taking market share away from their competitors; another is to expand the overall size of the market. To achieve these goals, alcohol manufacturers continue to invest substantial resources and capital into their marketing strategies because they believe it is necessary for expanding the market and increasing their margins. It will be important that public health groups focus their research on certain elements in the marketing mix.These include where the product is sold and what are the broad social trends marketers are using to communicate with target markets. This analysis summarizes significant influences in consumer behaviour. This paper advises that efforts be directed not just to alcohol advertising, but also to the overall marketing strategy of alcohol manufacturers, and especially the techniques outlined above that encourage and influence selecti on. 68 69 Ibid. Ibid. 70 Ibid. 71 Ibid. 72 Edwards (2004). 73 Ibid. 74 Anonymous (b) (2004).15 BIBLIOGRAPHY AC Nielsen. Bruchener, Andrew. Personal Conversation. March 2004. Taken from the ARAPO Fact sheet 2004. Advertising Standards Canada. (2004). Canadian Code of Advertising Standards, Code Provisions. www. adstandards. com. Accessed September 2004. Alcohol and Gaming Commission of Ontario. (August 2003). Liquor Advertising Guidelines: Liquor Sales Licensees and Manufacturers. www. agco. gc. ca. American Medical Association. (2003). Research and Facts about Youth and Alcohol. USA: AMA. Taken from the ARAPO Factsheet, 2004. Anonymous (a). (2003). News: In Brief. Grocer. Nov. 8. 226;7629:9. Anonymous (b). (2004). Beer-makers target minors with soda-like alcoholic drinks. Sentinel. Feb. 12-18;p. A20. Anonymous (c). (2004). Study faults alcohol advertising on TV for hitting young viewers. Wall Street Journal. (Eastern Edition). April 22. New York. Association of Canadian Distillers. www. canadiandistillers. com. Accessed August 2004. Babor, T, and R, Caetano, S, Casswell, G, Edwards, N, Giesbrecht, K, Graham, J, Grube, P, Gruenewald, L, Hill, H Holder, R, Homel, E, Osterberg, J, Rehm, R, Room, I, Rossow. (2003). Alcohol: No Ordinary Commodity – Research and Public Policy. Oxford, UK: World Health Organization. Big Rock Brewing Income Trust. Big Rock Annual Report: December 31, 2003. www. bigrockbeer. com. Accessed September 2004. Brabbs, C. 2002). Bottle Beer Beverages Battle to Stand Out: Alcohol brands are using design to make an impact in a cluttered bar. Marketing. 27-28. Brent, P. (2004). Tongues cluck over Labatt’s lip service. Toronto: The Financial Post. FP4. Brieger, P. (2003). Molson’s to brew a low-carb beer. CanWest News; Financial Post. December 22. Business Knowledge Center. The Marketing Concept. www. netmba. com. Accessed September 2004. Business World. (2004). Health Benefits Push Light Beer’s Growth. June 21. Bellet , G. (2004). Mike’s Hard Lemonade Introduces Low-carb, low-calories beverage. CanWest News. May 19. Canadian Vintners Association.

The Dangers Of Tobacco Smoking - 2505 Words

Introduction: Throughout the world countries suffer from various illnesses. Many developed countries suffer from non-communicable diseases, often being the result of lifestyle choices whilst traditionally developing countries suffer from communicable diseases due to large proportions of their populations living in poverty. In recent decades all over the world non-communicable diseases have become more and more prominent not just in the high income countries but also in low and middle income countries. A major contributor to this is tobacco smoking (Valdes-Salgado, 2010). Tobacco smoking is a deadly habit that is undertaken for various reasons. These include social pressures, stress and also as the result of growing up in a smoking environment. Education and government intervention have been found to be a key factors in reducing smoking within populations, however these are the areas that are lacking in developing countries, resulting in the increase of smokers. Many developing countries struggle to provide sufficient basic education to their population such as literacy and numeracy. Education based on the harmful effects of tobacco smoking are not the highest priority for these counties to teach. This results in lack of knowledge and a way for tobacco companies to take advantage of these people to sell their products. (find references) Background: Tobacco smoking is a contributor to many diseases such as variety of cancers, lung disease and heart disease. Cigarettes containShow MoreRelatedThe Dangers Of Smoking Tobacco Smoking1547 Words   |  7 PagesDISCUSSION Since you cannot tackle what you are unaware of, the first step in decreasing tobacco smoking is to identify who the smokers are. These could be potential or current users of tobacco and tobacco products or people who are affected by environmental smoke also known as secondhand smoke. 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It is a way of being human and having a feeling of compassion, sympathy or regard for others the way we have for ourselves. There is this famous saying of Abraham Lincoln â€Å"When I do good, I feel good; when I do bad, I feel bad. That’s my religion.† Managers of tobacco companies cannot pretend theyRead MoreShould Tobacco Advertising Be Banned? Essay897 Words   |  4 Pageshealth hazard that arises from tobacco, I am of the opinion that tobacco advertising be ban completely in Indian. Ethics is a system of moral principles governing the appropriate conduct of a person or a group. It is a way of being human and having a feeling of compassion, sympathy or regard for others the way we have for ourselves. There is this famous saying of Abraham Lincoln â€Å"When I do good, I feel good; when I do bad, I feel bad. That’s my religion.† Managers of tobacco companies cannot pretend they

The Mystery of Language and Gender Essay Topics That Nobody Is Talking About

The Mystery of Language and Gender Essay Topics That Nobody Is Talking About Your essay may center on gender issues from different areas of the world such as women rights in the Middle East and so forth. Studies have demonstrated that this is largely because of the above fact and over time males have gotten accustomed to the venicular. What to Expect From Language and Gender Essay Topics? Along with this, you might always analyze the role played by religion within this controversy. Just because you're asked a question doesn't mean you've got to respond with a straightforward answer. Culture is a critical portion of conflict resolution. Just one topic is provided in analysis of an argument and you haven't any selection. Want to Know More About Language and Gender Essay Topics? To conclude, culture is part of all our well being. There isn't any point in pretending otherwise. Compare to the key characters from the book There Are No Children Here where the principal characte r have to resist the ghetto in order to acquire from the ghetto community. The issue is that everybody's interpretation of what makes a great society differs. Language and Gender Essay Topics - Dead or Alive? The thesis will provide you with a guideline about how to go about with writing the essay. Following are a few of the advised sociology essay topic for those students that are unable to decide on a great topic for their assignment. In this kind of situation, it's more convenient to locate ready-made essays and use them as an example. An argumentative essay requires you to choose a topic and have a position on it. What kind of essays will be there and what's predicted to be written. Citations and extracts from assorted sources have to be formatted properly. Syntax Similar differences are located in the usage of grammatical forms. The use of Vocabulary It isn't only the words offered in the language that could possibly be thought to be sexist, but in addition, how they're used. This is called he-man language. Language is a significant part and indicator of someone's identity. To be certain that your paper doesn't discriminate anyone, attempt to imagine that you're reading it to the mixed audience of unique genders. The aim of this paper, principally, is to explain that culture is a potent aspect to be taken into consideration. It is beneficial even in the event the research is extremely similar to your own feelings. The Language and Gender Essay Topics Game The cost of an essay depends upon the quantity of effort the writer has to exert. When it is argumentative or informative essays, you have to develop a topic that may grab the interest of the reader right away and this isn't such an easy job. You may continue to keep your argumentative essays for your upcoming job portfolio in case they're highly graded. There ought to be a lot more critical interdisciplinary discussion on this issue. Language and Gender Essay Topics at a Glance Gender policies are frequently discussed in the present society. Sociology essays manage the study of human social behavior in a society, therefore, it is quite interesting for the students who want to know more about human psyche but boring for people who don't like studying their species. Written-from-scratch customized essay example on the subject of gender inequalities. The One Thing to Do for Language and Gender Essay Topics It's never too late to begin learning. If you are like most other people, you find it challenging to produce a topic. Following are different kinds of essay topics for students that are categorized in many sections so you can easily chose the topic depending on your need and requirement. Along with asking students to reflect on an assortment of.

The Great Depression Hit America - 1614 Words

In the 1930s, The Great Depression hit America forcing many workers to move from state to state to get a job. They were striving for the American Dream that it was popular in that period of time, but it figured out to be a disappointed, which suggests that freedom and security cannot be found in this world. Correspondingly, it was a hierarchical society and status was mostly dependent on gender and race. Hence, women’s roles were inferior to the men’s because they couldn’t help financially, and they were merely seen as possessions to adorn them. The novella is a microcosm of the society. It has all the characters of each stage of the social ladder. At the bottom end there’s the character Crooks who’s discriminated because of his colour. Next there are the women, for instance Curley’s wife, who’s name is not even mentioned in the book, she’s referred as a possession, in this case to her husband. 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Smoking ; Advertising Essay Example For Students

Smoking ; Advertising Essay Everyday 3,000 children start smoking, most them between the ages of10 and 18. These kids account for 90 percent of all new smokers. In fact,90 percent of all adult smokers said that they first lit up as teenagers(Roberts). These statistics clearly show that young people are the primetarget in the tobacco wars. The cigarette manufacturers may deny it, butadvertising and promotion play a vital part in making these facts a reality(Roberts). The kings of these media ploys are Marlboro and Camel. Marlboro uses afictional western character called The Marlboro Man, while Camel uses JoeCamel, a high-rolling, swinging cartoon character. Joe Camel, the smoothcharacter from R.J. Reynolds, who is shown as a dromedary with completestyle has been attacked by many Tobacco-Free Kids organizations as a majorinfluence on the children of America. Dr. Lonnie Bristow, AMA (AmericanMedical Association) spokesman, remarks that to kids, cute cartooncharacters mean that the product is harmless, but cigarett es are notharmless. They have to know that their ads are influencing the youth under18 to begin smoking(Breo). Researchers at the Medical College of Georgiareport that almost as many 6-year olds recognize Joe Camel as know MickeyMouse (Breo). That is very shocking information for any parent to hear. The industry denies that these symbols target people under 21 and claimthat their advertising goal is simply to promote brand switching andloyalty. So what do the tobacco companies do to keep their industry alive and well? Seemingly, they go toward a market that is not fully aware of the harm that cigarettes are capable of. Next to addiction, the tobacco industry depends on advertising as its mostpowerful tool in maintaining its success. Addiction is what keeps people smokingday after day; advertising cigarettes with delusive images is what causes millions tobe tempted enough to begin the lethal habit. Cigarettes are the most heavilyadvertised product in America. The tobacco industry spe nds billions of dollars eachyear to ensure that its products are associated with elegance, prosperity and finesse,rather than lung cancer, bronchitis and heart disease (Taylor 44). Since there is littleto distinguish one brand of cigarettes from the next, cigarettes must be advertisedthrough emotional appeals instead of product benefits. Thus, the cigarettes appealto the consumer is entirely a matter of perception, or rather, misperception. There are a few American publications such as the Readers Digest, GoodHousekeeping, the New Yorker, and Washington Monthly that do not acceptcigarette advertising as a matter of principle. But for the majority of Americanpublications, the millions of dollars they receive each year from tobaccoadvertisements is not only enough to keep the advertisements running throughoutthe year, but enough to control the material they publish. On many occasions,newspaper and magazine editors have pulled out articles on smoking and health thatthey would have otherwise published if the articles did not have the ability tointerfere with their relations with the cigarette companies. An article in the ColumbiaJournalism Revue, analyzing coverage which leading national magazines had givento cigarettes and cancer in the 1970s, concluded that it was:. . . unable to find a single article in 7 years of publication that would have givenreaders any clear notion of the nature and extent of the medical and soci al havocbeing wreaked by the cigarette-smoking habit. . . one must conclude that advertisingrevenue can indeed silence the editors of American magazines. (qtd. in Taylor 45)Of all of the newspapers and magazines in America, those with the largestpercent of teenage readers seem to be the tobacco industrys favorite places foradvertising. Similarly, tobacco advertisement remains most popular among billboardslocated closest to colleges, high schools, and even junior highs. This approach ofadvertising to young people has been kept a closely guarded secret since, besidesbeing illegal, the companies are ashamed of it. If they had a choice, cigarettecompanies would simply keep their business between the adult population and nothave to worry about enticing children into smoking but that is not the case. Thereare two fundamental reasons why it is necessary for the tobacco industry to markettheir products towards young people (Hilts 63-64):Nicotine addiction, which is paramount to the industr y, does not develop inadults. Among adults over age 21 who begin smoking for the first time, over 90percent soon stop completely (65). Among young people ages 12 through 17, whosmoke at least a pack a day, 84 percent reported that they were dependent oncigarettes. Virtually all tobacco use begins at childhood. Half of the adult smokingpopulation has started by age 14 (Glantz et al. 59); nearly 90 percent of those whowill smoke as adults are already smoking daily by the time they reach age 19. It cantake up to three years of smoking to establish a nicotine addiction; adults simply donot stick with it long enough (Hilts 65). Child Abuse Can Kill EssayThe effectiveness of the tobacco industrys psychologically designedpromotions has been remarkable. Coinciding with the 1967 ad campaigns whichtargeted young girls, there was a sudden rise in teenage, female smokers: 110percent in 12-year-olds, 55 percent in 13-year-olds, 70 percent 14-year-olds, 75percent in 15-year-olds, 55 percent in 16-year-olds, and 35 percent in 17-year olds(Hilts 69). Within three years after Camels were introduced to children in 1988, thebrand jumped from 3 percent to more than 13 percent of the cigarette market; thejump was even larger among the youngest groups (70). An R.J. Reynolds executivewas asked exactly who the young people are that are being targeted, junior highschool kids, or even younger? His reply made RJRs objective clear: They got lips?We Want em. If this is truly who the tobacco industry is aiming for, theirachievements are considerable. More than 100,000 American children ages 12 andunder are habitual smokers (Mixon 3). Every day, 3,000 to 5,000 American kidslight a cigarette for the first time. Children spend a billion dollars a year oncigarettes. Tobacco companies must make sure that they recruit enough newsmokers every day, taking into account that they loose one of their life-longcustomers to disease every 13 seconds (Starr and Taggart 706). Tobacco products have claimed the lives of more people than those whodied in World War Two (Jaffa 85). The sum of its victims exceeds the number ofdeaths resulting from alcohol abuse, illegal drug abuse, AIDS, traffic accidents,homicides, and suicides combined (Glantz xvii). There are thousands of documentsfrom tobacco companies which reveal that the industry has been remarkablysuccessful in protecting its ability to market an addictive product that not only kills itscustomers by the millions, but also shrinks the economy by 22 billion dollarsannually (Starr and Taggart 706). The industry has uniquely been able to market itslethal products by tactfully instilling completely irrational desires in the vulnerableminds of children. Although tobacco products have been proven to be seriouslyhazardous to health, some 50 million Americans continue to smoke regularly; this isnot necessarily a matter of personal choice as the companies claim. Rather, afterseducing young peoples minds (by expla ining smoking as glamorous rather thandeadly), the whole business trusts that these youths will continue to smoke becausethey will develop addictions to the nicotine in tobacco. Along with some help fromthe government, the industry fights regulation of their product through the skilledlegal, political, and public relations tactics that helped them create an imaginarycontroversy on the effects of smoking. This situation, however, is slowly changing. The deception of the tobacco industry has recently become better publicized throughthe revelation of internal documents which previously have been suppressed by thecompanies. (Among these documents, those of Brown ; Willamson and have beengreatly exposed.) Every day, organizations such as the FDA (Food and DrugAdministration) are taking steps to control the virtually unregulated sale of cigarettesand other tobacco products. Until something effective is done, however, the bestway to fight the merchants of death is to influence their prey the impressionableminds of children before they do. Social Issues

International strategy for Airbus

Introduction Airbus has emerged as one of the most powerful aircraft manufacturers in the world. However, it is facing a number of internal and external problems that will require fresh insights. The report will look at these issues and recommend a five year plan designed to meet those challenges.Advertising We will write a custom report sample on International strategy for Airbus specifically for you for only $16.05 $11/page Learn More Models and framework (Internal and external issues) The Porter Generic Model is quite useful in analysing the external issues affecting Airbus. Five major factors are usually analysed in this model and they include: threats of substitutes, threats of new entrants, bargaining power of suppliers, bargaining power of buyers and threats of competitors. When one considers the threats of competitors, it is evident that the aircraft manufacturing industry has relatively few players. Most of these manufacturers are internationall y renowned and have built networks across the globe; they include Boeing and McDonnell Douglas. Currently Airbus and Boeing have the largest market share in the industry. Boeing has attained this large market share through an extensive aircraft range. Boeing’s investments in technology have also contributed to its successes. The development of solutions that can contribute to cost effectiveness of airplanes has also made Boeing quite successful (Matthew, 1997). Examples here include: optimisation of seat capacities and creative wing design. Boeing has also forged strategic alliances and initiated joint ventures with many foreign associations and forums. These and many more reasons make Boeing a force to reckon with in the aircraft manufacturing industry. Airbus caught up with this organisation but much more needs to be done for the organisation to dominate market shares. Boeing will keep Airbus on its toes in the near future especially through its recent legal suits. The form er company claimed that Airbus was not playing fair by its overreliance on government subsidies (Burgos, 2005). Airbus needs to think of other ways of securing its financial future if it hopes to compete with Boeing. The second element in Porter’s five forces is threat of new entrants. The aircraft manufacturing industry has very long product development cycles. Furthermore, entrepreneurs must part with huge capital investments before they can establish themselves in the industry. They also require a vast pool of skilled employees before they can build or design any aircraft.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Existence of a proven track record is also another factor that needs to be taken into consideration prior to entry into this industry. All these obstacles make it such an uphill task to start aircraft manufacture. Nonetheless some countries such as Japan and China already have the right infrastructure and trade policies needed to make it in this industry; Airbus needs to enact measures that will always keep it a step ahead of such potential threats. Military craft manufacturers may also be tempted to enter into this market once their respect markets start going down (Nichols, 2001). Threats of substitutes in the airline industry are also another reality. Airbus deals with the manufacture of aircrafts. Any industry that can substitute airline transport is considered as a threat. Although few sectors can deliver the economy, efficiency and security of the airline industry, it is necessary to acknowledge that train services are still a very formidable force. Some electric trains now exceed 200 miles per hour and if these rail networks are integrated in Airbus markets, then demand for the company’s products could substantially reduce. Information technology may also prove to be a substitute in the future. It is likely that more companies will embrace teleconferencing and other technical methods of communication. This will reduce the need for air travel and would thus minimise demand for Airbus’ products. In terms of the bargaining power of buyers, airlines have considerable clout in this industry. Most of them have been affected by the global economic downturn and many are dealing with financial challenges. A number of them are working on optimising their operations so this will definitely affect how they purchase products from Airbus. Aircraft manufacturers have a small selection of buyers because their products cannot be sold to the mass market (Benkard, 2004). Most airlines have associations that give them a lot of power and clout in determining the prices or strategies of aircraft manufacturers.Advertising We will write a custom report sample on International strategy for Airbus specifically for you for only $16.05 $11/page Learn More Airbus must look for ways of coping with this strong market base either through technological or strategic advancements. Unless Airbus can deliver, it will be extremely keep such as demanding market base satisfied. Threats of suppliers are also crucial in Airbus’ external environment. In engine manufacture, companies like General Electric and Rolls Royce have a lot of bargaining power. These engine suppliers sometimes get into joint development programs with airlines; they determine how engines for their planes will be manufactured. The ability of suppliers to vertically integrate with other members of the supply chain makes them quite a formidable force. Airbus must also deal with the problem of regulatory institutions. All of them need to give approval to the company’s products before it can be sold. Sometimes the firm needs to negotiate or defend itself and this may slow down business. Financial leasing institutions that purchase products from Airbus and lease them out to airlines are also another entity t hat adds to the strength of suppliers in this industry. Airbus must seek new ways of staying above the tide even with all these external challenges. An internal analysis of this organisation reveals several challenges as well. The World Trade Organisation has ruled that the dependence on subsidies by Airbus is not a fair way of carrying out business (Newhouse, 2008). As a result, Airbus must now look for new ways of managing its finances by either cutting costs or creating new revenue generating streams. This aircraft manufacturer also has some challenges in product development. Currently, the firm is trying to create a model that can match up to rival Boeing’s Dreamliner 787. It has been working on the A380 jumbo jet but the product is yet to be fully developed (Norris and Warger, 2008). Operational challenges are also worrying this organisation. The company needs to improve its cycle times and manufacturing efficiency. At the same time, excessive inventory must be avoided i n order to minimise wastage. In the process of dealing with the latter two challenges, Airbus needs to streamline its supply chain through integration of customers and suppliers into the manufacturing process. These challenges must be done in a way that delivers quality servicesAdvertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More International strategy recommendations for 2012-2016 If Airbus is to cope with excessive competition from Boeing, it needs to cost cut, deal with operational challenges and respond to product innovation needs through implementation of an outsourcing program in the next five years. The major aims of enacting an outsourcing program will be to address inefficiencies in operations through lean manufacturing. The company will be sure about on-time delivery and high customer satisfaction if it outsources wisely. In the next three years, the company will be in a position to boost the quality of its products by reducing any returns that may have been instated by aircraft regulatory bodies. It will reduce lead times and thus produce aircrafts in a faster and more efficient way. Airbus ought to outsource wisely; the company should not enact a radical operation as this may backfire on it (Perret, 2008). Part of the reason why Airbus has been doing so well is that clients can hold it responsibl e for the products it creates. If responsibility for the whole construction process is transferred to another party, then this could undermine the company’s credibility. The first thing that Airbus must continue to do is to design the aircrafts themselves. Airplane construction consists of a series of sophisticated components that involve several specialised employees who must each take charge of separate production lines. These separate parts must then be taken to the main line and assembled. Sometimes the tail of the plane may not even appear as it should be until months after working on it. Because of these complex production processes, Airbus must spend a lot of money on wages, operations, inventory and other operations. Handling these disjointed processes has therefore been hurting the firm’s profit margins. As a result Airbus has been spending approximately six hundred thousand pounds per hour during the assembling process. Clearly, it would make sense if the com pany could cut down on some of these expenses by outsourcing. In this regard, instead of leaving the production of particular components to certain suppliers, these same vendors could create an entire section of the plane and then deliver it to airbus. It should be noted that outsourcing is nothing new to Airbus. It has been using suppliers from various European countries and has been taking the final assembly to France. In this global strategy, Airbus will take their outsourcing to another level; they need to outsource the parts to other non European countries such as Japan and China. The main advantage with these Asian economies is that they are low wage regions. Furthermore, their governments will be willing to provide a local market for the airplanes if the production process is in those countries. Japan’s government asserted that they were willing to offer a ready market to foreign airplane manufacturers if those processes were brought closer home, so this would be a gre at destination. Not only will Airbus be guaranteed a regular market in Asia, it will also be producing its airplanes at a much cheaper price. The company will increase its profit margins substantially if it continues to do this effectively. The other country that will be an important part of this outsourcing strategy is China. China has great prospects for the manufacture of aircrafts because its government is planning on building a mainline airliner there (Kogan, 2008). Besides, this nation is very competent in manufacturing technologies. The only challenge for Airbus will be handling the potential competition that may emanate from the collaboration. Between 2012 and 2016, Airbus should work on construction and designs of certain components with Chinese partners. They can avoid giving away all their knowhow so that they can protect themselves from any losses to competitors. The current aircraft A380 should be a start; China should be working on twenty percent of the Aircraft while other traditional plants can work on other parts (Robertson, 2006). In the next five years, Airbus should dedicate its efforts towards design and improvement of some of its models. It should still maintain production of essential aircraft components because these could make or break the firm. Nonetheless, engineers and other professionals in the original production plants need to keep collaborating with the Japanese and Chinese component producers in order to ascertain that previous standards are met or even exceeded. Traditional manufacturers like the UK should still be maintained because it has been shown that this country is an expert in wing production. Excellent plants ought to be retained but those who demonstrate otherwise need to be replaced by the Asian centres. This strategy should also involve pushing maintenance functions further down the supply chain line. Airbus is incurring a lot of expenses during after-sales maintenance processes. Dissatisfied customers may bring th e aircrafts to Airbus who must compromise on their core competences because of these needs. In the next five years, Airbus needs to change this process; it should outsource maintenance services to specialists. They are likely to produce very effective results because their sole focus is aircraft breakdowns. Specialised third parties can even predict potential failures and thus save consumers from any costly accidents. This would free up Airbus so that it can focus on its main goal which is to manufacture airplanes; not to repair them. Outsourcing has already been embraced by Airbus’s rival – Boeing and this explains why that player has reduced its operational costs in the short term (Irwin, 2004). If Airbus chooses this strategy, it is likely that the firm may save approximately ten billion Euros by the end of the five year period. This will largely stem from lower overhead costs that account for about 32% of the company’s expenses. At the end of this period, th e organisation should assess the success of the scheme and continue to improve it if it appears to be working. Furthermore, the A38O jumbo jet will be worked on thoroughly by the concerned organisation. It will get a chance to meet its target and will also share risks with its partners. Conclusion An analysis of the aircraft manufacturing industry reveals that there is immense competition, buyers are becoming more demanding, costs are increasing, product development is lagging behind especially for the A380 jumbo jet, buyer demand may go down, and countries like Japan may enter the aircraft manufacturing industry. To respond to these challenges, an outsourcing strategy has been recommended for the next five years. It will entail component outsourcing to Japan and China and collaboration with engineers there. The strategy will save on overhead costs, improve core competencies and spread risks. References Benkard, C. (2004). A dynamic analysis of the market for wide bodied commercial aircraft. Economic studies review, 3(16), 45-67. Burgos, A. (2005). US, EU to settle Airbus-Boeing dispute. Forbes magazine, January 11 2005, p. 14. Irwin, D. (2004). Airbus versus Boeing revisited: international competition in the aircraft market. Journal of international Economics, 64(2), 223-245. Kogan, E. (2008). China’s commercial aviation in take off mode. Asia Times, February 8 2008, p. 23. Matthew, L. (1997). Birds of prey: Boeing vs Airbus, a battle for the skies. London: Four walls eight windows. Newhouse, J. (2008). Boeing versus Airbus: the inside story of the greatest international competition in business. NY: Vintage. Nichols, M. (2001). Airbus Jetliners: the European solution. Stanford: Key Publishing. Norris, G. Wagner, M. (2005). Airbus A380: Superjumbo of the 21st C. Berlin: Zenith Press. Perret, B. (2008). Airbus looks at new strategies in China. Aviation week [online]. Robertson, D. (2006). Airbus will lose 4.8billion Euros because of A380 delays. The Tim es, October 2 1006, p. 3. This report on International strategy for Airbus was written and submitted by user Conor Richmond to help you with your own studies. 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