Food and Beverage Services Essay Example for Free

Food and Beverage Services Essay Then the service is done a laid cover on the table. Following are the type of service come under this category: English Service: Often referred to as the Host Service because the host plays an active role in the service. Food is brought on platters by the waiter and is shown to either portions the food into the guest plates directly or portions the food and allows the waiter to serve. For replenishment of guest food the waiter may then take the dishes around for guests to help themselves or be served by the waiter. French Services: It is a very personalized service. Food is brought from the kitchen in dishes nd salvers, which are placed directly on the table. The plates are kept near the dish and the guests help themselves. Silver Service: The table is set for hors doeuvres, soup, main courses and sweet dish in sterling silverware. The food is portioned into silver platters at the kitchen itself, which are placed at the sideboard with burners or hot plates to keep the food warm in the restaurant. Plates are placed before the guest. The waiter then picks the platter from the hot plate and presents the dish to the host for approval. He serves each guest using a service spoon and fork. All food is presented in silver dishes with laborate dressing. American/Plate Service: The American service is a pre-plated service, which means that the food is served into the guests plate in the kitchen itself and brought to the guest. The kitchen predetermines the portion and the accompaniments served with the dish balance the entire presentation in terms of nutrition and color. This type of service is commonly used in a coffee shop where service is required to be fast. Russian Service: An elaborate silver service much on the lines of French service except that the food is portioned and carved by the waiter at the gueridon trolley in he restaurant in full view of the guests. Display and presentation are a major part of this service. The principle involved is to have whole Joints, poultry, game and fish elaborately dressed and garnished, presented to guests and carved and portioned by the waiter. Gueridon Service: This is a service where a dish comes partially prepared from the kitchen to be completed in the restaurant by the waiter or, when a complete meal is cooked at the tableside in the restaurant. The cooking is done on a gueridon trolley, which is a mobile trolley with a gas cylinder and burners. The waiter plays a rominent part, as he is required to fillet, carve, flamb © and prepare the food with showmanship. The waiter has to have considerable dexterity and skill. Snack-bar Service: Tall stools are placed along a counter so that the guest may eat the food at the counter itself. In better establishments, the covers are laid out on the counter its

Why should we study military history?

Why should we study military history? What is it about the question, why should we study military history that raises such a storm of conversation? In a society that expects education to serve a useful purpose, the functions of history can appear more difficult to define than those of medicine or nuclear physics. History, specifically the study of military history is very useful. In an age of intercontinental ballistic missiles, the old subjects of strategy and tactics can seem obsolete. The importance of the battles of Little Big Horn during the Plains Indian Wars or Kasserine Pass during World War II in North Africa might not be evident if you are thinking only in terms of pushing big red buttons. It is imperative for civilian leaders to understand the military issues before them and the lessons that Soldiers of the past fought so hard to learn in order to prevent new generations of Soldiers from learning them all over again. Its no surprise that American civilians tend to lack a basic understanding for military matters, not to mention military history. In a society that expects education to serve a useful purpose, the functions of history can appear more difficult to define than those of medicine or nuclear physics. History, specifically the study of military history is very useful. Today, universities are even less receptive to the subject. This should be profoundly troubling to our society. A democratic nation should fully understand war, especially in an age of weapons of mass destruction and religious radicals attempting to spread their ideals by using terrorism. Neither most of our citizens nor many of our politicians seem to recall the incompetence and terrible decisions that, in June 1876 and February 1943, led to massive American casualties as well as much public despair. Its no surprise that many Americans think the violence in Iraq is unprecedented in U.S. history. Nearly 4,000 combat dead in Iraq in four and one-half years of fighting is a terrible thing. The American people still bicker about total withdrawal, defeat, up-armored HMMWVs and proper troop levels. But a previous generation considered Okinawa an overwhelming American victory, despite losing, in a little over two months, four times as many Americans as we have lost in Iraq (Hansen, V. (2007). Why Study War?). It has been stated in many news articles that the current rate of U.S. casualties in Iraq would take 75 years to total the same amount of casualties that we experienced in 10 years of fighting in Vietnam. One American casually is too many, but war is an ugly beast, peo ple die. That is why it is so important that our politicians and public understand what war is really about. Military history is not a bunch of cookie-cutter answers to each and every problem facing a young military leader or our nation today. Germanys victory during World War I over Russia in under three years and their failure to take France in four years apparently misled Adolph Hitler into thinking that he could defeat the Soviets with little problem. After all, Germany defeated the historically tougher France in just six months (Thompson, F. (2007). Remember the Past.). The battle at Little Big Horn in Montana is studied to this day by military leaders. What could possibly be learned from a battle that took place over 130 years ago? The tactics and weapons are antiquated by todays standards. The Indian wars are the stuff of legends and a few B-grade movies, or are they? What exactly can we learn from Custers defeat? One thing for sure about Custer was that he was arrogant. Custer was a successful commander from his days in the Civil War up until his death on a hot and dusty hilltop in Montana in 1876. The defeat at Little Big Horn, as are most defeats in hindsight, was avoidable. Custer had the best Soldiers and the best equipment of the time period. The initial plan to force the Indians back to the reservations appeared to be sound if executed properly by the three large columns of Soldiers involved. Communication became a large factor for the participating commanders. Custer, Gibbon, and Crook all had key parts to play for the execution of the plan to work. Timing was a key in order to ensure everything went according to the initial plan. However, General Crooks column of about 1300 Soldiers was attacked at Rose Bud Creek by almost the same number of Sioux only nine days prior and 30 miles away from the sight of Custers defeat at Little Big Horn. General Crooks men were so badly mauled that they were forced to return to the South for supplies and to treat their wounded (Hardy, S. (2004). Custers Last Stand.). Crooks column was a key element in the hammer and anvil plan that was to be executed. Custer had no idea that Crook had been defeated by such a large number of Indians or that his column would not make the scheduled rendez vous time and location. After locating the main Indian encampment, Custer was told repeatedly by his scouts that the Indian camp was the largest that they had ever seen and there would be at least 1800 to 2000 warriors in the camp, probably more. Custer ignored this advice. Custer initially made a plan to bed down his command and attack at dawn the next morning. Not only thinking his men would be fresh for the fight but that Crooks column would be arriving at any time. Custers scouts reported that Indian scouts had seen the command and were reporting back to the Indian camp. Actually, the Indian scouts were leaving the camp to return to the reservation and they had not seen Custers command at all. Custers orders were to locate the Indian camp on the Little Big Horn River and not let them escape. With these orders, the lack of knowledge of Crooks situation and the then common knowledge that the Plains Indians would not stand and fight but disengage after a short fight, Custer decided to attack. The fact that Custer split his command into three separate battalions is a constant source of debate. This also was a standard practice when fighting the Plains Indians at that time. What lessons can we learn from Custers tragic defeat? Sound intelligence of the enemy situation is a must. Custer had solid, eyes-on intelligence from reliable sources but ignored it. The lack of communication was also a huge factor. Many leaders and historians believe that Custer would not have attacked the Indian village that day if he would have known of Crooks defeat and the number of Indians that attacked Crooks column. The Indian tactics had changed. Custer not only did not know this, he completely underestimated the Indians ability and will to fight as well as over estimating the ability of his own men. The chances are pretty good that Custers own arrogance very well may have overridden all of the hindsight knowledge that we now have. One of the main lessons to take from Custer is this; it is only a matter of time before an arrogant leader will fail. Arrogance and underestimating the enemy you face is a lesson that seems to be learned over and over again. In Tunisia during 1943 the American forces were inexperienced and poorly equipped, at least compared to the German forces that they faced. The Kasserine Pass is gap in the Grand Dorsal Mountain chain in central Tunisia. The German Afrika Korps were veteran Nazi forces commanded by the brilliant Erwin Rommel. Rommel was retreating from advancing allied (British) forces. Rommels counter attack was aimed directly at the inexperienced American forces and backed them into defensive position in the Dorsal Mountains (M. Haze, (2002). Battle of Kasserine Pass). The American equipment was of no match to the superior German tanks and firepower. The American tanks were riveted together. When hit, the tanks rivets broke loose and killed and wounded as many men as the German shell that hit the tank. The American tanks and thin armor and the tanks cannon could not be aimed as effectively as t he Germans or penetrate the German armor even if the Americans were lucky enough to hit a German tank. The battle at Kasserine Pass was a defeat for the green Americans. The Americans learned many valuable and expensive lessons from the Kasserine Pass debacle. Leadership and tactics were changed. Equipment was immediately updated. The Germans learned some lessons from Kasserine Pass also. For the rest of the war, the Nazi high command relied on reports sent from Rommels men regarding the Americans inferior equipment. They apparently never grasped the idea that the U.S. weapons constantly improved throughout the rest of the war. After the battle Rommel was contemptuous of both the U.S. equipment and fighting ability. He basically considered them a non-threat. Based on the knowledge gained at Kasserine Pass the Germans greatly underestimated the skill and resolve of the American Soldier. War is about killing, pain, and fear, and any attempt to disguise this or portray it otherwise is not only wrong but immoral. War is not only killing, pain and fear. It is the purposeful use of force to achieve political goals. Anyone who thinks that this statement is less than black and white has not spoken with the troops on the ground during one of our wars that was blessed by political approval. Many Americans today believe that anyone who studies war must approve of war as though anyone who drives a car must naturally approve of car wrecks. How much farther from the truth could these people be? There are many reasons to study military history in our schools and colleges. America is once again at war and this time there is really no end in sight. We are fighting for our basic way of life. The study of military history for our civilian wartime leadership is critical. Politicians start wars and politicians lose wars. Todays young people are tomorrows leaders, both in politics and the military. If for no other reason than we want to avoid war whenever possible, universities and public schools should at least offer the option of studying military history.

Competition and Market Analysis for Red Bull

Competition and Market Analysis for Red Bull This paper investigates the competition analysis of Red Bull energy drink in the market and deciding about its competitive advantage if there is any. Some information about the energy drink market in general is presented. This is followed by product, company background and history is presented. Then we analyzed Red Bulls brand positioning and direct competitors. Afterward, analyze and classify the features of Red Bull through macro and micro factors to determine the strength of competition. This followed by looking at Red Bulls marketing mix. We will identify the problems and opportunities of Red Bull. For that part we are going to search for data about market segments and market share of Red Bull and its competitors. To support all this we are going to make a local market quantitative survey in the city of Abu Dhabi using a questionnaire targeting youth aged 18-34. The Market When looking into Energy drinks market, we can notice a doubling increase since they were first introduced into the United States and Europe. The current U.S. domestic market may be around $4 billion and is expected to reach an estimated US $15 billion by 2011. The reasons for the increasing demand for energy drinks are attributed to consumers concerns about time stress to keep balance between work-life and private life. Consequently the market is bombarded with many new energy drinks, with strange names and claims of a higher energy increase compared to the prior brands to find their way in the market. There are, however, a few major energy drinks that control most of the market and do not have too much amounts of caffeine. In addition to caffeine, a range of other energetic ingredients as taurin, Guarana, and B vitamins are added into energy drinks to make them more effective. New probable developments are geared toward increasing the health functionality of energy drinks which will increase market approval due to a growing society obsessed by health. The Energy drink market is not only limited to products or brands competing with each other but it also includes the whole non alcoholic drink market. Many outside factors have influenced the demand for this market such as the increasing attractiveness of health lifestyles and sports club membership. -Company and Product Review Red Bull is classified as a soft drink. It is a non alcoholic stimulus drink with an absolutely exclusive formulation consisting of  two natural substances and important metabolic transmitters such as, amino acid, taurin and glucuronolacton in addition to stimulating caffeine, vitamins and carbohydrates. It gives stimulation and revitalizes the body after effort and activates the human performance both mentally and physically. The industry is capital-intensive: average annual profits per production worker are about $700,000. History of Red Bull market expansion In 1982, Dietrich Mateschitz, originator of Red Bull and Chalerm Yoovidhya, decided to enter the market of energy drink which was controlled by Japan and Thailand at that time. In 1987, the product was first introduced to Austria which was a difficult market for Red Bull to carry on. Shortly Mateschitz developed a marketing strategy and as a result the product became well known in Austria and extended into Hungry and the rest of Germany. After that Red Bull has been successfully recognized world-wide and has reached a market leader position in 20 countries- in Europe, Asia and the USA. By 1997, Red Bulls buzz marketing strategy proved successful in the U.S. The following timeline shows the expansion of Red Bull in the market.  [1]   Date Market Expansion 1987 Austria 3.5. (not mature market) 1994 UK, Germany and Eastern Europe 3.6. 1997 US and South Africa 3.5. 3.6. 2006 Japan 3.7. (very mature market) When Mateschitz realized that a great sporting event could be useful, Red Bull started sponsoring about 500 extreme sports athletes and hosting stylish parties. Events are now hosted by Red Bull throughout the world such as the Xgames and the Red Bull Air Races and thus their tagline, gives you wings is known worldwide. Product Review The following table sums up the product review  [2]   Cost $2.00 Cost Per Ounce $0.25 Active Red Bull Ingredients Caffeine, Taurine, B-Vitamins, Sugar Taste Rating 7.5 Kick Rating: 8.0 Final Judgment Rating: 9 Its the original energy drink! Red Bulls mission is to stretch their wings over the world. It is a short phrase that communicates vivid information about the brand. This slogan which is used in all Red Bull campaigns worldwide is creating strong brand awareness of the product and is connecting between the brand and the product type. They are expanding rapidly into global market. They are keen on keeping Red Bull values, while maintaining the control position in the energy drinks category by delivering better-quality customer service in a highly experienced and commercial manner. Direct Competitors Although Red Bull still maintains a dominant position in many significant markets, it is no longer the only player. The major challenge to Red Bulls leading position has come from US-based imitators: Monster, Rockstar and Full Throttle which have introduced price competition to the segment and this is possible to have become more and more important during the depression periods. Monster energy drink does its best to be like Red Bull. The taste is similar, the ingredients are identical, and they target the male/18-25 demographic. Though, they do have one different advantage over Red Bullquantity. The Monster energy drink comes in a 16 oz. can, whereas Red Bull only offers 8.3 oz cans. So, youre essentially getting twice the product at the same price ($2 per can) Rockstar competitive energy drink whose motto is party like a Rockstar, targeted at the younger consumers who want to be wild and crazy and spend all night dancing. There are a number of flavors of Rockstar cola, energy drink, and juiced. The energy drink is similar in taste to all the others, whereas the cola product has the best taste. The juiced version is said to be 70% real fruit juice and 100% energy. They were the first to use the 16oz larger size, and this has fixed and become the standard. Only Red Bull continues to market the smaller cans, which is part of their image. Full Throttle is manufactured and owned by Coca Cola, just like their Coke Blak mixture of coffee/cola drink. Full Throttle energy drink is marketed as a rebellious drink, with erupting flames on the can. An 8 oz. serving has 110 calories (comes in a 16 oz can) and 29g of sugar. It also includes things like ginseng extract and plenty of caffeine. Full Throttle comes with a citrus taste and a red can. Full Throttle was first introduced to the market in 2005. It is targeted at 20-30 year old men, and contains Taurine like Red Bull. From the above stated information we can find that: 1-Monster is similar to Red bull in taste, but only targets males. It has two advantages over RB in price and quantity which is double size of RB. 2- Rockstar is double the size and Price as it is 1.99$ so it is cheaper than RB. 3-Full Throttle has the same taste and ingredients as RB, but it has advantage of quantity and price There are also other industries where Red Bull GmbH  competes such as sports, leisure and recreation. The Brand Positioning In spite of the competition, Red Bull resembles a new type of drinks called the energy drinks. In this new market sector Red Bull has a branding as a top border brand product. The brand positioning of Red Bull comes from the benefits of the product and the brand image. The positioning message of Red Bull is Red Bull vitalizes Body and Mind. This positioning idea has become the unique brand personality of Red Bull, which can be explained below. Sarcastic Self confident Intelligent Innovative Humorous, charming Individualist Impulsive It can be assumed that the positioning idea of Red Bull has created the best energy drink status among the target market. It is also clear that customers appear to be attracted to the general appearance and brand of Red Bull. The positioning strategy of Red Bull aims at best product, top price and top profitability. As for the price, Red Bull has a position in which it can command a best price because there is nothing to compare it with. It is an exclusive useful drink, promising and offering benefits that cannot be offered by any other drink. Threats of new entrants The most significant development in the market of energy drinks and the main direct competitor to Red Bull is the new product from Coca Cola, Relentless. It is also cheaper because it is sold in can double the size of Red Bull but the same price. -First-mover advantage has disappeared as the market has matured. Red Bull is the giant of the stimulant drink industry, in comparison to Coca Cola and Pepsi in the cola market. Red bull has achieved economic level which would allow them to be the most competitive price in the market. Although there is a price gap between Red Bull and other cheaper energy drinks, it seems that Red Bull has surmounted the position segment of the market due to its marketing strategy which is considered a huge barrier to entry. Red bull has a strong brand power that impresses loyal customers and consequently they can charge high prices even when competition comes from Coca Cola. Analysis of Macro and Micro factors affecting the attractiveness of Red Bull in the market Macro factors Political and Legal Forces When Red Bull was first introduced into the market as a new non-alcoholic drink labeled with a new idea as an energy drink, the Health Organisation was doubtful that Red Bull could be an appetizer medicine. Rumors saying that Red Bull contains ingredients like bulls galls, added to their doubts. But confidence in the product increased due to the fact that Red Bull has been used in the Australian market for 9 years and in the Asian market for 30 years without any registered complaints. Moreover a study conducted by an independent institute (ISME) in 1998 proved that although Red Bull has stimulating effects like caffeine, it does not lead to addiction. On the other hand Red Bull still needs approval from each country to be sold. This procedure is time consuming and consequently costly. Some countries still have suspicions about Red Bull. According to msnbc.com in May, 2009, Six German states have asked retailers to stop selling Red Bull Cola energy drinks after a test found a trace amount of cocaine. However authorities say the drug level was too low to cause a health risk. Countries such as Denmark, Norway, and France have banned the sale of Red Bull. This means that legal factors have a high negative effect on RB Economical Factors Red Bull is hardly affected by economic periods of expansion and contraction because it is a particular drink, serving a niche market. Red Bull target market includes sportsmen/women as well as hard working people. The main consumers of the product are Athletes, night clubbers, shift workers, executives and long-distance drivers. Despite the availability of few substitutes, the sales of Red Bull are increasing through their well positioned advertisements. This factor has low influence on RB. Socio-Cultural Factors When the product was first introduced people had doubts about the product and nobody wanted to try it. But now due to change of peoples lifestyle, people are now much more open for new experiences. In addition they are confident to try it, because any health concerns were cleared by organisations like the ISME. The consumers are male and females regardless of age who are very sporty or work very hard. Longer working hours as well as increased road traffic led to more need for energy boost. Nowadays Red Bull has a very stylish image and is sold in a lot of supermarkets and clubs (See the graph which illustrates the categories of males and females consumers)  [3]   Technological factors Red Bull is totally manufactured in Austria where it is exported to 28 countries. There are two reasons why it is not manufactured in any other country; first, to guarantee taste reliability and to make sure that Red Bull tastes the same all over the world. Secondly in that way the formula will be kept securely in one place. Red Bull is normally produced in 250ml cans, but glass bottles are an alternative jus in case they do not have enough cans as it once happened. Energy drink Red Bull, uses electronic points of sale (EPOS) data. This system allows customers research team to check the distribution of Red Bull. This system points out the gaps that can be returned to the retailers. Environmental factors Red bulls cans are environmentally friendly because they are made of recyclable aluminum. Glass bottles can also be recycled and therefore do not damage the environment either. This might give the product a competitive advantage when rules become stricter and more equal throughout Europe as well as in the rest of the world. http://researchwikis.com/Energy_Drinks_Market Micro Factors 6.1 Bargaining Power of Buyers: Top 4 Energy Drinks by 2010 Market Share Rank Energy Drink Parent Company Market Share 1 Red Bull Privately Held 42.6% 2 Monster Hansen Natural 14.4% 3 Rockstar Privately Held 11.4% 4 Full Throttle Coca-Cola Company(KO) 6.9% By working out the concentration ratio of the 4 top energy drinks brands as seen in the above table it will be possible to come to the relative size of the products in relation to the industry as a whole and to determine the market form of the industry. By using the four-firm concentration ratio we find that it is 75.3% which is high, and is bordering between oligopoly and monopoly, In this concentrated market the customers dont have high bargaining power which enables Red Bull to position high prices. Moreover, other products may find it difficult to compete with the brand loyalty due to the huge advertising spending of Red Bull. Consumers in energy drink market are not actually aware of price because they are Consumer with high income and buy it when it is required to regenerate their energy after a long day of hard work. The relationship between the manufacturer and retailer has developed along the market lifecycle resulting in swing of power. The fame of energy drinks has created a market pull where retailers have no real bargaining place. The extent of bargaining power differs according to the distribution channel. Bargaining Power of Suppliers: Red Bull production process is to some extent simple therefore the power of the suppliers is apparently rather low. The added value at each stage leads to large profits. Suppliers can only enter energy drink market through the brand-owner, thus the balance of power is in the favour of the brand owner. -Threats of substitute products Red Bull is a fast moving consumer product and, consequently, it mainly depends on desire purchasing. Although price sensitivity is a low factor inside the target segments, handiness is the average purchase criteria. Red Bull has successfully created a position where product substitution threats are low due to the brand power and customer loyalty. On the other hand, there are other products substituting the need for caffeinated drinks with less sugar and a better blend of carbohydrates and protein that give a greater energy enhancement. Also drinking plenty of fluids, such as water and herbal tea are useful. The market is full of better alternatives than relying on expensive energy drinks that only give you a momentary feeling of energy. The Marketing Mix Strategy Red Bull has its own marketing which is different from the Marketing Mix Theory based on the 4 P ´s. Red Bulls own  Marketing Mix Strategy is consisting of [ 1] the mediaadvertising category, [2] sports-and event sponsoring and [3] sampling. In 2008, Red Bull spent on marketing approximately more than 1 million$ which equals 30% of its revenue. Media Advertising Red Bull uses all the available media channels such as cinema, TV, radio, press and the internet in order to reach its main target market-young people. Thus they successfully advertise in TV shows like T.F.I. Friday and in magazines like Time Out and mens health. By doing so, they let the consumers understand the product and decide about the moments they can use it themselves. Red Bull realizes this by an amusing and humorous cartoon campaign, through which they easily send the message that this energy drink helps you to escape by giving you wings. The idea of communicating with the consumer in the form of a simple cartoon makes the people enjoy the campaigns and at the same time remember the brands name and the message it delivers. Sports-and Event-Sponsoring The company also uses sponsoring in their marketing mix strategy. Red Bull does event sponsoring either by creating its own events (i.e. Red Bull Music Academy .) or by promoting other events (i.e. Speed Ski World Championship). This strategy means that Red Bull brand appears in the form of logos and stickers and that the product  ´s target market is accurately defined. The image, the reliability and the visibility of the product are supported by sponsoring specific events where the peoples attention is drawn to the product. Red Bull sponsors the athlete target market where Red Bull is always needed in extreme sports such as free climbing and motorsports and fun sports as well. Sampling Sampling is another very important part of their three component -marketing system. The methods used are well tested and proven in other markets. The main purpose of Red Bull is to boost the company samples at the right place and at the right time by finding its precise target market such as driving, studying, working night shifts and sports. Sampling is conducted in a charming way by extremely motivated and cultured employees of Red Bull. All their equipment is the product, a free range of clothes and a small, but very attractive sampling car. Red Bull is following the basic sampling rules consisting of: never force the product always explain the benefits of the product drink always a full can ( 250 ml) It must always be cooled being cautious about whom are sampling the product Surveying the local market To have some information about Red Bulls brand image and how the people see it, we made a questionnaire of 3 sections including 13questions. The survey targeted males and females whose age is between 18-34 living in or near Abu Dhabi. 22 % of the respondents are females, whereas 78 % are males. We used Emails to send and collect back the questionnaires. Significant findings The energy drinks market proposes the following drinks: Red Bull, on top then come power Horse, and Monster, The best known beverage is in the city of Abu Dhabi and avenues, is Red Bull as 88 % of the respondents have tasted it and the majority of these people find it good (41 %). The other data have no significance. The most common consumption rate for energy drinks is occasional: 80 % drink occasionally drink and 20 % frequently. With relation to Red Bull, which of the following is important to your purchase?     For 58 % of the people, find the physical boost is important. 36.4 % of the total respondents are influenced to buy Red Bull because it is sponsored by athletes and some related it to formula 1.the taste of the beverage is an extremely important criterion. The smell and the energizing properties are very important (with respectively 45 % and 42 %). The design of the can does not influence so many consumers: 9.1%  buy the drink because of the design. Where do you buy Red Bull? 80% present of the respondents buy it from supermarkets whereas 20% buy it from fending machines at petrol stations. What is the first word that springs to mind when you hear the words Red Bull? 60% said superman, 30% wrote formula1, and 10% said flying in the air Which tag line, if any, do you most associate with Red Bull? 70% chose Brain and body energy, whereas 30%chose Gives you wings Which sports do you most associate with Red Bull? 55% Formula1 and 25 % said motorbikes, 10%responded Golf and 10% chose Athletic 90% described Red Bull as the best energy drink in the market and 10% finds it suitable for their lifestyle Result People dont buy Energy drinks because they really need it but because this need is created by the manufacturer. It is the big advertising campaign which has convinced people to accept this product. Red Bull has been the first energy drink in the market. Red Bulls target is people who need energy and concentration such as sportsmen and students. For that reason, the company sponsors numerous sports events: Formula 1, Xtreme competition. Red bull gives you wings. It is the famous slogan that makes consumers think that Red Bull gives more energy than usual. The result is that the Red Bull has quickly got success by young people. Red Bull keeps on marketing by this young generation. more Conclusion When Red Bull was first introduced, it was easily imitated because the ingredients were printed on the can and the product was not patented. Although the taste of Red Bull did not do well in taste tests, it succeeded due to the marketing strategy. It can be said that Red Bull was not only the first energy drink to be in competition with soft drinks but also created the new energy drink type in the majority of markets. After Red Bull hit the market in the late 90s till the present, many other companies entered the energy drink market but unable to compete with it. Red Bulls has approximately 100 major competitors and the main competitors are Monster, Rock Star and Full Throttle. Many substitute products have been introduced and categorized as energy drinks such as Iceà ¢Ã¢â€š ¬Ã‚ T creating an energy drink called Liquid Ice, Nellys Pimp Juice and Lil Johns, Crunk Juice. Although these competitors are present in the market no other energy drink could maintain Red Bulls 70à ¢Ã¢â€š ¬Ã‚  90% of the market share it has in over 100 countries all over the world. Problems and Opportunities: Problems: Red Bull is not a patented drink product, therefore anyone is able to choose a can, read the ingredients on the label and start their own business. That is why the market is flooded by competition. In addition, Red Bull as well as all other energy drinks and supplements, have received negative reports from a medical point of view. Elevated amounts of caffeine and sugar can lead to adverse effects on heart and blood pressure. Opportunities: Red Bull is one of the most popular energy drinks in the world. They earned this position by intelligent, consistent marketing strategy. Red Bull has the opportunity to maintain their position and develop a continuing pace to aim their niche target consumers by seriously using untraditional and traditional marketing strategies. Red Bull has a competitive advantage over its competitors As we have seen Red Bull is an international energy drink that is sold by Red Bull GmbH. In 2006, more than 3 billion cans were sold in more than 130 countries. -Red Bull has a continual international marketing strategy by sponsoring a variety of great sports to promote a cool public image and enhance brand power. -The product has remained the top energy drink throughout its growth due its effective marketing strategy. The product speaks for itself and its consumers do not report any complaints despite of negative publicity Red Bull has developed a sugar free option. -Red bull has this competitive advantage not only because other drinks that follow it are not as appealing in packaging, marketing, but also because Red Bull is aware of their marketing challenges and they are continually changing and developing their marketing philosophy to overcome and avoid possible competitors. Red Bull Consumer Questionnaire This questionnaire is all about Red Bulls consumers and targets males and females between 18 and 34 years old and based in the Abu Dhabi. Section 1(background) Please specify your age group by putting an x in the box that applies to you. 18-21 22-25 26-29 30-34 2) Where do you live? Please specify closest town/city. Abu Dhabi   Shahama Shamkha   Bani Yass Samha 3) What is your gender? M/F Please specify. Section 2( Loyalty) 1) Are you familiar with the Red Bull brand? Yes/No Please enter in the box. If your answer is no then please do not go past question 3 of this section and I thank you for your time. 2) Which of these drinks are you most aware of? Please rank your top three 1 being youre most aware and put an x beside any others you are aware of. Monster Rockstar Red Bull Power Horse Full Throttle Others please state 3) Which of these drinks would you buy, if applicable? Please rank your top three 1 being your first choice Rockstar Red Bull Power horse Full Throttle Others please state 4- With relation to Red Bull, which of the following is important to your purchase? Please rank each option by putting a circle around the appropriate number. Important Un-important Taste 1 A Hydration 1 B Physical Boost 1 C Mental Stimulant 1 D Sponsored Athletes 1 E Price 1 F Availability 1 G Image 1 H Can shape, colours and size 1 I Association with Extreme Sports 1 J Others please stateà ¢Ã¢â€š ¬Ã‚ ¦ and rank 1 5) Where do you buy Red Bull? Please underline all that apply. Wholesaler Supermarket Independent Retailer Vending Machine Restaurant Hotel Other please state : Section 3 Brand Image 1) What is the first word that springs to mind when you hear the words Red Bull? Please specify your word in the box. 2) Which tag line, if any, do you most associate with Red Bull? Please choose a tag line by underlining it Stimulation for body and mind Brain and body energy   Gives you wings   Your sport, our science 3) Which sports do you most associate with Red Bull? Please rank the sports 1-5 with which you most associate Red Bull. 1 being the highest Please also put an x beside any other sports you associate with Red Bull. Golf Formula 1 Skiing/Snowboarding Mountain biking Athletics Cricket Surfing Motorbikes Skateboarding Obscure Extreme Sports 4) Which sports do you partake in regularly? Please list in the box provided. 5) Does any Red Bull advert stand out in your mind? If so please describe the advert in the box provided. 6) Please try to describe Red Bulls packaging. Please describe any colours and/or emblems in the box provided. 7) How would you rate Red Bulls image? Please rank your option by circling the appropriate number. Cool Un-cool 1 2 3 4 5 8) Which of the following statements if applicable best describes why you buy Red Bull? Please make your selection by underlining the appropriate statement. a) Red Bull fits my lifestyle choice. b) Red Bull has an image Id like to be associated with. It provides me with a welcome energy boost. c) It gets my mind in gear. d) It provides good value against the competition. e) Its the best energy drink on the market. f) It tastes good on its own or as a mixer.

Mary Stuart, Queen of Scots Essay -- Biography

Mary Stuart, Queen of Scots She became queen when she was only 6 days old. She was sent to France at age six to get married. She is the cousin of Queen Elizabeth I. Who is this elegant, yet struggling woman? Mary Stuart, Queen of Scotland. Beautiful and brave, Mary Stuart was known for being the Queen of Scotland, France, and was in line for the throne of England and she was also considered the true queen of England. Mary Stuart was born on December 8, 1542, in Lithingow Palace, Scotland. She was the daughter of King James V of Scotland and Mary of Guise. Her father died only six days after Mary was born, so she became Queen of Scotland when she was only six days old (Haws Early Life par 1). She was crowned on the ninth of September the following year at Sterling. Mary was christened in the Parish Church of St. Michael, near the palace (â€Å"Mary, Queen of Scots† par 1). Later, when Mary turned six, she was sent to France by her French mother for her protection. While she was there, she lived as the French royal family (Haws Early Life par 1 and 2). When she set off to France, she traveled with the Children of Scotland’s Nobility, which included the Four Marys. They are the women who would stay with her throughout anything (â€Å"Mary Queen of Scots Bio† par 5). They were also educated at the French court with Mary, where she was brought up. During her stay in France, King Henry gave Mary precedence over his own daughters, since she was going to marry his son in the future. Later, in April 1558, she married Henry’s son, the Dauphin Francis, when she was 15 years old. Soon after, in July 1559, when King Henry died, Francis became King Francis II of France, thus making Mary the Queen of France also (Haws Early Life par 1-2). Since Fran... ...he gave birth to her only son James VI. After Henry died, she married the Earl of Bothwell, even after he was accused for the death of Henry (â€Å"Mary, Queen of Scots† par 6-12). They ran away together and formed an army to protect them and fight with them (â€Å"Mary Stuart, Queen of Scots† par 7-8). Mary had confusing and specified accomplishments in her life, many of which were marriage and her being a queen of many countries. To conclude, Mary had a very hard and complicated life, especially with England tying to kill her. James VI replaced his mother’s throne, and later he took the English throne after the death of Queen Elizabeth I in 1603. Mary was bought up in France. She only had reign over Scotland for 6 years. Mary and Elizabeth I never actually met. Mary died on February 8, 1587 (â€Å"Fun Trivia MQoS†). â€Å"In my end is my beginning.† – Mary Stuart, Queen of Scots.

Edgar Allen Poe :: essays research papers

Edgar Allan Poe (1809-1849) Written and Contributed by SUGABUGA456 Edgar Allan Poe was one of America’s famous poets, fiction short-story writers, and literary critics. He is known as the first master of short story form especially in tales of horror, and mystery. The work he produced was considered to be some of the most influential literary criticism of his time. His poems made him one of the most famous figures in American literary history. His influence on literature is seen in all literature books in schools everywhere. Some of his famous writings is that of "Annabel Lee"; his detective story, "The Murders in Rue Morgue"; "The Pit and the Pendulum" and "The Tell-Tale Heart" are the best among his horror stories; and The Raven one of his best poems which among all these, made him very famous in 1845. "The Fall of the House of Usher", and "The Masque of the Red Death", made him a forerunner of symbolism, and impres sionism. Poe antagonized many people with a scathing campaign against an American poet Henry Wadsworth Longfellow for supposed plagiarism. Later that year Poe admitted to being drunk, which further separated him from the public. Poe’s later years were full of economic hardship and ill health. Poe was born in Boston, Massachusetts on January 19, 1809. He was orphaned at the early age of two, his father deserted the family and his mother died all before he was three in 1811, then Poe became a ward and was raised as a foster child by John Allan, a wealthy merchant of tobacco, and his wife Frances in Richmond, VA but they never legally adopted him. Taken by the Allan family to England at the age of six, Poe was placed in a private school. In 1826 Poe enrolled at the University of Virginia in Charlottesville. where he acquired gambling debts that John Allan refused to pay. Eventually, Poe was forced to withdraw from the university, and Allan prevented his return to the university and broke off Poe’s engagement to Sarah Elmira Royster, his Richmond sweetheart. His relationship with Allan was declined and he moved from his foster father and enlisted in the army. Also in 1827, he went to Boston where he wrote his fist book "Tamerlane and other poems" that he sold for $.12 a copy but it didn’t sell. He served a two year term while waiting for an appointment to the US Military Academy.

How my brother leon brought home a wife

â€Å"How My Brother Leon Brought Home a Wife† Leon and Bald waited for the arrival of Maria at the barrio. Maria was afraid that she will not be accepted by Loon's father because she may not able to adapt their way of living in the province. Bald was ignoring to his older brother's question about why did d they have to go to WAIS instead of Camino Real. The reason is that their father wanted to t est. Maria if she is worthy to be Loon's wife. Bald discussed their travel to his father. Appreciate Maria. Because she accepted and respected Leon for what he areaIll is. She didn't care what Loon's life back in Encumbrance. She was a supportive and a love inning wife to Leon. She was so endearing and kindhearted lady. She was very keen to meet Loon's family. The fact that the rural is different from the city can be somewhat disco raging but the closer hey get to the house, Maria still manages to overcome any trials. SSH e admits for having some fear, but she also shows clearly it d id not stop her. Believe that social status is not a hindrance if you truly love each other. How My Brother Leon Brought Home a Wife Baldo and his older brother Leon were both waiting for their visitor riding a carratela. When Baldo sa his older brother's wife, who is Maria, he was amazed by her beauty as he narrates their journey to their home in Nagrebcan. Maria was felt a bit anxious because of meeting Leon and Baldo's parents for the first time, but along their way home, she discovered the differences of the life of the people lived there and the life in the city where she met and fell in love with Leon. Leon and Baldo waited for the arrival of Maria at the barrio.Maria was afraid that she won't be accepted by Leon's father because she may not able to adapt their way of living in the province. Baldo was ignoring to his older brother's question about why did they have to go to Waig instead of Camino Real. (The reason is that their father wanted to test Maria if she is worthy to be Leon's wife.) Baldo discussed their travel to his father.Leon's entire family talked to Maria. his Father's voice became livelier th an before when he talked to her (which means he accepted her wholeheartedly.) We should respect and accept one's life.Social status is not a hindrance if you truly love each other. Meeting your special someone to your family is the right thing to do. One may have to sacrifice small part of his/her life in order to have a happy life.Leon/Noel – Maria's husband, older brother of BaldoMaria – Leon's wifeBaldo – Leon's younger brother, also the narrator of this story Mother and Father of Leon and BaldoAurelia – Leon and Baldo's younger sisterLabang – the carabaoWe should respect and accept one's life. Social status is not a hindrance if you truly love each other. Meeting your special someone to your family is the right thing to do. One may have to sacrifice small part of his/her life in order to have a happy life.

A Christian Perspective on Political Thought Essay

Civil disobedience is state in which people do not follow the rules and laws of a country as a form of political protest. The people who practice civil disobedience refuse to disperse; they block access to some buildings and block some roads or may disobey the laws of the country. A good example of civil disobedience in the Bible is when Jesus shut down the temple. Scholars say that this was one of the causes of his death on the cross. Civil disobedience is acceptable if the people feel they have to do it so long as they do not infringe in other people’s business. Civil disobedience did not start recently but has been in existence during the past. In the Bible, a few instances of civil disobedience can be noted. According to the Bible, Daniel disobeyed the king so that he could have the right to worship. He refused to worship as the king had instructed and decided to worship his God. This led to the king throwing him in a den of lions. This disobedience to the king and doing what he pleased can be viewed as a form of civil disobedience (2 Kings). Another instance of civil disobedience can be sited when Ester went to the king’s chamber without the king summoning her. It was a law that nobody went to the king’s chamber without being summoned. However, Ester defied the law and went to the king’s chamber (the book of Ester). In the New Testament, civil disobedience is portrayed by Peter and John. Peter had healed a lame man and this led them to be arrested by the authorities. Even after being arrested, Peter and John remain fi rm and insist that they will continue worshipping their God and preaching the gospel about Jesus (the book of Acts). Another instance is in the book of revelation when John writes and says that the Christians will go against the rule of the antichrist during the end times. He states that the Christians of that time will refuse to bow to his image. (Dictionary of Biblical Imagery 115) From the instances above, the characters that practiced civil disobedience broke some laws so that they could have their way or do what they thought was right. Civil disobedience can therefore, be viewed as a sort of rebelliousness by a person so that they can have their way. The person who practices civil disobedience can feel that he is oppressed and not allowed to do what he wants. He may result to practicing civil disobedience so that the authorities can take note of him. It is also good to note that the civil disobedience is practiced when there is a conflict between man’s laws and God’s laws. Daniel did not follow the king’s laws but followed God’s law (worshipping). Ester on the other hand went against the law of the land so that she could save her people from being killed. Civil disobedience can be taken as a course of action if the individual feels oppressed and has to follow God’s law rather than man’s law. Some people may oppose the use of civil disobedience but Christians can put civil disorder into action because of their religious beliefs (Mott 105). Christians can non-violently oppose the government that promotes evil. This implies that they can peacefully work to change the government of the country while working with the laws of that country. Besides that, the Christians may also result to civil disobedience if the laws of the land conflict with the laws of God. Good examples where this comes into action are stated earlier in this article. However, Christians are subject to the laws of the country unless they flee from that country. If they disobey the laws of the country, they will be caught and cannot escape justice. In accordance to that, the decision to use civil disorder by an individual is according to the religious beliefs of a person or what he believes is right for him but is not allowed to do it. Civil disobedience has been used by other people other than in the Bible. A good example is when Gandhi of India decided to have a salt march (Falcon 135). He rallied the people and they had a salt march due to the high taxes of the salt. The march was also a good step for the attainment of independence of India. Civil disobedience was also put into action by the leaders of the black in South Africa. They did peaceful marches and the police did not arrest them. This yielded the desired effect since Nelson Mandela was freed from prison and led the country to attain its independence. The use of civil disobedience can therefore, be termed as an important tool to voice one’s displeasure. The examples cited have shown how civil disobedience can yield results. Whenever it has been put into action, the civil disobedience yields the desired effect. Mostly, the authorities give in to the demands and the people have their way. Reference Dictionary of Biblical Imagery. Place of publication not identified: Ivp Academic, n.d.. Print. FalcoÃŒ n, y T. M. J. Civil Disobedience. Leiden [u.a.: Nijhoff, 2004. Print. Mott, Stephen C. A Christian Perspective on Political Thought. New York: Oxford University Press, 1993. Internet resource. Bottom Source document