Thomas Mores Utopia Essay Example

Thomas Mores Utopia Paper Utopia Utopia, written by Sir Thomas More, is a description of a seemingly perfect society in contrast to a time and place where the wealthy were extravagant and the poor were worse than poor. England, during More’s time, (which was 1478 to 1535) was a place where the rich got richer and the poor got poorer. The Enclosure Movement that began to rise dramatically in the 1400s under England’s first Tudor king, Henry VII, had created an enormous gap between the wealthy and the poor. The vast majority of people were homeless and poverty stricken, because arable farming had decreased on huge amounts of traditional farm land and which was the only way of survival for the peasants. Vagabonds were imprisoned and thieves were hanged by the thousands. During the reign of Henry VIII, there were at least 72,000 thieves hanged (p. 15). The rich and powerful raised sheep, exported the wool for cash and became richer. In Utopia, More depicted a clear epitome of this time and, indirectly criticized England’s socioeconomical policies through a character created in the book, while reflecting his own humanistic beliefs concerning those policies. More’s, Utopia, or â€Å"perfect society,† is actually a creation of totalitarianism. However, totalitarianism, according to life in England during the Henry VIII reign, for the poor, would have been a much better life instead of one where politics, religion, and greed actually reduced the less fortunate to less than slaves. We will write a custom essay sample on Thomas Mores Utopia specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Thomas Mores Utopia specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Thomas Mores Utopia specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In Book I of Utopia, More described the consequences of the Enclosure Move-ment and England’s wars that created vagabonds and thieves. Speaking of the â€Å"nobility, gentry and holy men†(p. 18), More wrote that these social classes not only lived in â€Å"idleness and luxury while doing society no good†(p. 18), but, they also directly injured the peasants by enclosing land for pasture, thus, destroying homes and towns (p. 18). Furthermore, because of landowners’ greed, the former workers of the land had no where to go and became idle and were â€Å"jailed as idle vagrants† (p. 19). This enclosing has led to sharply rising food prices in many districts . . . so great numbers are forced from work to idle-ness,† wrote More. Vagrants were imprisoned, although, they were a creation of the rich and powerful, as were the soldiers who were disabled from England’s wars. Hunger stimulated thievery in the former farmers, as well as the disabled s oldiers who went back home to an England that did not support their soldiers after fighting her wars. More wrote, â€Å"it would be much better to enable every man to earn his own living, instead of being driven to the awful necessity of stealing and then dying for it† (p. 16). However, in Utopia, as More wrote, no one was hungry and everybody worked. Slothfulness was not tolerated and there was a job for everyone and everyone had to work. Agriculture was the primary occupation for need and not greed and men, as well as, women worked on the farms. Outside of the farm work, everyone learned a trade. Everyone only worked six hours a day, but because everyone had to work, their working hours provided â€Å"not only enough, but more than enough of the necessities and even conveniences of life†(p. 51). But, everyone was equal. There were no rich and poor and everyone all had the same food, clothing and housing. Private property did not exist. Utopians believed that human life was more valuable than owning material possessions. Practicality and reasoning are fundamentals that More used in his description of Utopian society. Political, religious and social structures are all practical and have a reasoning that are best beneficial to all Utopians. In the political aspect, Utopia was democratic. Any rules or laws made were for the exclusive welfare of all Utopians. Money did not exist and therefore those in government positions could not maintain or acquire power from financial superiority. Their constitution’s main goal was that â€Å"all citizens should be free to withdraw as much time as possible from the service of the body and devote themselves to the freedom and culture of the mind,† and this is where they thought the â€Å"happiness of life† existed (53). The Utopian religion that More depicted was tolerant. It was mandatory for the Utopians to accept three principles that included the belief that all human souls are immortal; humans are born for happiness by God’s grace; and, after death, there will be punishments or rewards according to vice or virtue (p. 6). One of the Utopians’ strictest rules was that no one should suffer concerning their religion and a person who fought about religion was deported or put into slavery (p. 94). Religion was based on reason and nature. â€Å"Virtue,† according to the Utopians, is defined â€Å"as living according to nature, â€Å" and â€Å"when an individual obeys the dictates of r eason in choosing one thing and avoiding another, he is following nature (p. 67). The Utopians believed it especially commendable and virtuous to help other beings in a humanistic manner than to take joy in others miseries (p. 7). The Utopian society that Thomas More created was seemingly a perfect society as an alternative to his sixteenth century world in England. Whether by nature or nurture that the Utopians would have become accustomed to the â€Å"totalitarian† ways of life, giving up their freedom for a guaranteed full stomach, a home and a life where pride and greed had no place to develop, would have been far better than the miseries of the homeless and poverty stricken in More’s real world. More’s world, where politics and religion, intertwined with ambition and power, stimulated wealthy nobles and aristocracy no matter the miseries of those they used to acquire their wealth and power. Power, such as that sought by Henry VIII in his Act of Supremacy that More refused to agree to and cost him his head. Before his beheading, Sir Thomas More did create in his Utopia, a practical and reasonable society. A perfect one is questionable. On one hand a communistic structure guaranteed that the Utopians would all be fed and have their needs, although, everyone was forced to work and would never acquire more than any other for their hard work. On the other hand, because education, religion, morals, private life and even pleasure was all controlled by the Utopian governing officials, the practical and reasonable society was a totalitarian society. The poor and miserable of England in the sixteenth century would probably have been better off in the Utopian world, although liberty was absent from the â€Å"perfect† society. I have read my paper and I did not cheat.

Franklin Delano Roosevelt

"A date that will live in infamy," (Snyder 33) was what President Franklin Delano Roosevelt called December 7, 1941. It was a calm Sunday morning at Pearl Harbor on the island of Oahu. Then two U.S. soldiers saw an oscilloscope signal on their mobile radars. They immediately called this in to their commanding officer but he told them to ignore it because the base was expecting a squadron of friendly B-17's to be coming from the mainland. Thirty minutes later the first bomb fell and almost killed a courier boy who was trying to deliver a message to Pearl Harbor Naval Base that the Japanese Imperial Navy was going to attack them. The Japanese bombers caught the base by surprise due to the Americans' tradition of not working on Sunday's. As the bombs fell, so did all the chances of the United States not joining the Allies in the second world war that was raging in Europe and the western Pacific. Up to that point the U.S. had just been supporting the Allies but they weren't technically at All throughout the first two years of the war, President Roosevelt focused on making life difficult for the Japanese. One way he did this was by creating various policies that would deter the Axis powers from being able to maintain the needs necessary to wage war on the Allies. One of these policies was the American financial and economic embargo, which supported China in its fight against Japan. It also, somewhat, forced neutral countries to side with the U.S. because it threatened that if any country would aid one of the Axis countries then that country would no longer be given aid packages from the United States. A second policy imposed by Roosevelt was the "moral embargo" of July 1938. This banned neutral countries from exporting planes and equipment to countries who engaged in the bombing of civilians. This made the U.S. look like the good guys because they were prote...

Littleton Manufacturing Case Study group paper Term

Littleton Manufacturing Case Study group - Term Paper Example These transformations alongside growing rivalry in the market had crucial impact on Littleton manufacturing via Brooks industries declining financial performance. In order to articulate the issue, the management of Littleton manufacturing was worried with articulating the underlying challenges that affected the corporation. The corporation after a series of boardroom talks reached a decision that was aimed at computing a human resources process improvement team-PIT, to underline the issues and second a curative course of action (Whiteside, 1994). Problems identified and their symptoms Grievances at distinct levels of the corporations firm surfaced over the concern of bad institutional communication at the company. With this as a manifestation of the institutional bottlenecks at the corporation, the management of the company sought help from students at an adjacent institution to examine the institutional communication at Littleton. The PIT panel gathered the outcome from the students and carried out an in-house scrutiny that established six essential problem areas that the corporation was to deal with. The first problem established was the deficiency of institutional concord at Littleton. The evident deficiency of institutional concord was perceived through the anxiety displayed by the employee who held to the fact that the production side got ignored over the newer ingredients side. The components side had newer technology and machines whilst the production side had obsolete and redundant machines that needed regular servicing even they never got replaced. The employees also cited the strict working environment in the production side of the firm in contrast to the ingredients side. The employees perceived the management of the components side as overly strict where that of the components side seems elastic and at ease. The employees cited the fact that the two sides of the firm seemed to have distinct management techniques (Whiteside, 1994). The second problem was pitiable view of the monitor’s duty. All levels of the plant got worried about the duty of the supervisors. The directors felt tangential, underappreciated and overworked. The directors had an incredible amount of paperwork, and this restricted the amount of time they had to cover up their levels. This, they supposed, amounted to laxity amid various employees who understood when the directors would come to the level to monitor them. The directors felt nonessential when it came to decision making. They supposed they just got from their seniors when it came to the process of decision making and got criticized when such decisions failed to deliver their expectations. The controllers were as well on morale because of the little support and resources they received from the senior managers. They supposed the senior directors never would support then if they embarked on their own decisions (Whiteside, 1994). The deficiency of uniformity in the enforcement of policies and measur es inside the distinct sides of the plant also got mentioned as a problem at Littleton. Grievances came up from the employees about the disparities inside the department and sides at the firm when imposing policies and measures. Proof of this occurred when the employees protested that various managers in the components side offered longer breaks in contrast to other managers in other departments. In the

FOREIGN MARKET ENTRY AND DIVERSIFICATION Essay Example | Topics and Well Written Essays - 1250 words

FOREIGN MARKET ENTRY AND DIVERSIFICATION - Essay Example eting strategy that was ‘local skilled distributors’ oriented and focused advertisement to promote among specific segments of consumers such as attractive women consumers of beer yielded impressive results. In the present market condition when most of western economies are under recession the best business strategy is to expand to Asian markets such as India not ridden by recession and where there is large scope of beer business. Quick entry into North 45 percent of the global beer market is controlled by North America and Europe. Both the countries are facing acute recession that dragged the beer market share to a lower level. West European market has been declining since 2006 and has no hope to lift up in 2010 also. East European market which was growth oriented till last year is on the verge of declination. The emerging markets in Asia and Latin America are the only hope to enable the beer industry to provide scope of growth in future. Asia, which has the prospect to command one third of the global market sale is likely to have 5% growth rate on account of the aggressive use of beer by Chinese people. If Latin American consumption of beer is added to that of Asia’s the growth rate in sale of beer is likely to lift up to 8.3%. Sales volumes increased 3 per cent in 2008 and likely growth of 4 per cent increase in Brazil will support this rise. This is the strongest growing market today. For last five years the beer market has been growing differently in different regions World: 5.7%, Asia: 8.3%, East Europe: 7.8%, Central & South America: 6.3%, Africa 6%. Global beer market is gradually growing and alcohol market is falling The share of beer market which was about 44% in 2002 has increased to about 55% by 2009. Over the past five years, the beer industry has made a trend towards consuming expensive beers. In markets such as North America and Western Europe, premium beer’s share of total sales is already well above the global average In emerging markets,

Cowgirl Chocolates Case Essay Example for Free

Cowgirl Chocolates Case Essay 1. Synopsis The case of Cowgirl Chocolates is about a small chocolate producer, Cowgirl Chocolates, and the businesses owner/artist Marilyn Lysohir dilemma with how and why her business venture wasn’t profitable. Marilyn expresses her love for making award winning hot and spicy chocolates. She also discusses her hold up on different products, their packaging, and her disliking of using distributors. Marilyn doesn’t know why she isn’t making a profit, and the problem isn’t with her chocolates, it’s her lack of trust for others and her impulsiveness on making the company more of an art than a chocolate company. 2. SWOT Analysis Strengths * Award-winning chocolates (p.66) * Variety of Chocolates, and other sweets (p.67) * Her and her husband Ross’ artistic ability (p.66) * Cowgirl Chocolates ad (p.66) Weaknesses * Distribution (p.72 p.77) * Packaging (p.71) * Cowgirl Chocolates outlets and vendors (p.73) * Lack of knowledge analyzing financial reports (p. 76) * Give-a-ways and a surplus in inventory (p. 75-76) Opportunities * Chile Pepper Magazine (p.66) * Holiday customer promotion deals (p 68 p.76) * Military PX stores (p.71) * Local favorite (p. 72) Threats * Seattle Chocolates * Customer demand * Cowgirl Chocolate Ad * Distributor and Packager’s fees (p.72-74) * Low sales in certain cities (Seattle and San Francisco) (p.73) 3. Overcoming weaknesses with strengths Page 77 exhibit 4 puts Cowgirl Chocolate’s financial problems on display. The company’s expenses were $31,423 for cost of sales, and an additional $53,447 for total expenses out weighs the company’s low revenue, which stood at $30,046 for the year 2000. Exhibit 5 on page 78 also illustrates that Cowgirl is negative $5,051.15 in net profit after taxes. I feel that an easy way to cut some company expenses would to not travel to as many trade shows. I understand Cowgirl is trying to spread the word about their trophy chocolates, but there are other means in publicizing and advertising that are cheaper. Cowgirl spent $5,786 for travel, which includes airfare, lodging, meals, and gas. They also spent an additional $6,423 on trade shows, which includes give-a-ways. I know that trade shows are very important and needed for candy companies, but having two artist collaborate on designing the chocolates along with two award-winning products should showcase the brands credibility. That being said, if you know you have something good and your not making money on it, stop spending on unneeded expenses.

Notes on the Blank Verse of Christopher Marlowe :: English Literature

Notes on the Blank Verse of Christopher Marlowe "Marloe was stabd with a dagger, and dyed swearing" A MORE friendly critic, Mr. A. C. Swinburne, observes of this poet that "the father of English tragedy and the creator of English blank verse was therefore also the teacher and the guide of Shakespeare." In this sentence there are two misleading assumptions and two misleading conclusions. Kyd has as good a title to the first honour as Marlowe; Surrey has a better title to the second; and Shakespeare was not taught or guided by one of his predecessors or contemporaries alone. The less questionable judgment is, that Marlowe exercised a strong influence over later drama, though not himself as great a dramatist as Kyd; that he introduced several new tones into blank verse, and commenced the dissociative process which drew it farther and farther away from the rhythms of rhymed verse; and that when Shakespeare borrowed from him, which was pretty often at the beginning, Shakespeare either made something inferior or something different. 1 The comparative study of English versification at various periods is a large tract of unwritten history. To make a study of blank verse alone, would be to elicit some curious conclusions. It would show, I believe, that blank verse within Shakespeare's lifetime was more highly developed, that it became the vehicle of more varied and more intense art-emotions than it has ever conveyed since; and that after the erection of the Chinese Wall of Milton, blank verse has suffered not only arrest but retrogression. That the blank verse of Tennyson, for example, a consummate master of this form in certain applications, is cruder (not "rougher" or less perfect in technique) than that of half a dozen contemporaries of Shakespeare; cruder, because less capable of expressing complicated, subtle, and surprising emotions. 2 Every writer who has written any blank verse worth saving has produced particular tones which his verse and no other's is capable of rendering; and we should keep this in mind when we talk about "influences" and "indebtedness." Shakespeare is "universal" (if you like) because he has more of these tones than anyone else; but they are all out of the one man; one man cannot be more than one man; there might have been six Shakespeares at once without conflicting frontiers; and to say that Shakespeare expressed nearly all human emotions, implying that he left very little for anyone else, is a radical misunderstanding of art and the artist-a misunderstanding which, even when explicitly rejected, may lead to our neglecting the effort of attention necessary to discover the specific properties of the verse of Shakespeare's contemporaries.

Marketing and Refrigerators

MARKETING PROJECT BIMM(PGDM-A) GROUP MEMBERS: * BHOOMIKA JOSHI * HIRAL SAVLA * PRIYANKA VARDANI * SWATI DIXIT * SHRUTI SANCHETI * SNEHA UPADHAYA * RUMPA SARKAR INDIAN REFRIGERATOR INDUSTRY (MARKET ANALYSIS) Refrigerator market in India Refrigerators have been manufactured in India since 1950s. Till the 1980s players like Godrej , Kelvinator , Allwyn & Voltas controlled almost 90% of the market. Earlier the white goods sector was categorized as a luxury goods industry and was subject to oppressive taxation & licensing. The situation changed after the liberalization of the Indian economy in the early 1990s.The government removed all restrictions and now there is no restriction on foreign investments and licences are no longer required. Post-liberalization , a number of foreign companies entered the market and many domestic players also diversified into refrigerators. BPL & VIDEOCON who already had a presence in the consumer electronics market leveraged their strengths to en ter the durables sector. The refrigerator, today, quite simply is an indispensable item of everyday use. The refrigerator market has registered almost 40% growth over the last 4 years – from 3. 3million units in 2004/05 to 4. million units in 2008/09. With growing disposable incomes and a low penetration level for the category (34% even in urban India), the market is set to explode in the coming five years. The present scenario in India is that refrigerators have the most aspirational value after televisions. This shows that the growth rate of refrigerator is high. Today refrigerators are being manufactured in two basic designs which are: a) Direct Cool Refrigerator b) Frost Free Refrigerator In these two designs of refrigerators, the direct cool design market is much more than the expensive frost-free models.Although the growth is marginal in the direct cool models, the major factor for its growth is the availability of low priced models. Indian refrigerator market is valued at Rs 4000 crore. Refrigerators hold only 16% of consumer durable market that is valued at around Rs. 20,000-25,000 crore in India. Its market is growing at the rate of 7-8% annually. MAJOR BRANDS OF REFRIGERATORS IN INDIA: * Akai Refrigerators| * Allwyn Refrigerators| * BPL Refrigerators| * Daewoo Refrigerators| * Electrolux Refrigerators| * Frigidaire Refrigerators| * GE Refrigerators| * Godrej Refrigerators| Hitachi Refrigerators| * Kelvinator Refrigerators| * LG Refrigerators| Whirlpool Refrigerators| * Samsung Refrigerators| Sharp Refrigerators| * Siemens Refrigerators| * Videocon Refrigerators| * Voltas Refrigerators| * | SWOT analysis for Indian Refrigerator Industry Strengths: 1. Presence of established distribution networks in both urban and rural areas 2. Presence of well-known brands 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector. Weaknesses 1. Demand is seasonal and is high during festive seasonal 2.Demand is dependent on good monsoons 3. Poor government spending on infrastructure 4. Low purchasing power of consumers Opportunities : 1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market 3. Rapid urbanization 4. Increase in income levels, i. e. increase in purchasing power of consumers 5. Easy availability of finance Threats: 1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China and other Asian countries COMPETITIVE FORCES IN INDIAN REFRIGERATOR INDUSTRY:The model of pure competition implies that risk-adjusted rates of return should be constant across firms and industries. However, numerous economic studies have affirmed that different industries can sustain different levels of profitability; part of this difference is explained by industry structure. Refrigerators constitute the second largest product segment within the Indian consumer durables sectors in Ind ia. On the basis of Michael Porter’s five forces model an industry faces the following competitive forces: Diagram of Porter's 5 Forces | SUPPLIER POWER Supplier concentration Importance of volume to supplierDifferentiation of inputs Impact of inputs on cost or differentiation Switching costs of firms in the industry Presence of substitute inputs Threat of forward integration Cost relative to total purchases in industry|   | BARRIERS TO ENTRY Absolute cost advantages Proprietary learning curve Access to inputs Government policy Economies of scale Capital requirements Brand identity Switching costs Access to distribution Expected retaliation Proprietary products| | THREAT OF SUBSTITUTES -Switching costs -Buyer inclination to substitute -Price-performance trade-off of substitutes| | BUYER POWER Bargaining leverageBuyer volume Buyer information Brand identity Price sensitivity Threat of backward integration Product differentiation Buyer concentration vs. indusry. Substitutes a vailable Buyers' incentives| DEGREE OF RIVALRY -Exit barriers -Industry concentration -Fixed costs/Value added -Industry growth -Intermittent overcapacity -Product differences -Switching costs -Brand identity -Diversity of rivals -Corporate stakes| Designing Competitive Strategies of Refrigerators: A market with competition may typically be occupied by: * MARKET LEADER- LG (29. 4%) * MARKET CHALLANGER- WHIRLPOOL (25%) * MARKET FOLLOWER- GODREJ (22%) MARKET NICHES- HAIER (5%) MARKET LEADER (LG) STRATEGIES: LG marketing strategy is to increase its market share. LG's new strategy aims to focus on the premium segment of the market that fetches greater margins as opposed to volumes. The company claims this will benefit its consumers, channel partners and stakeholders as it focuses on products that drive rapid growth and lead in their brand category to create value for customers. In India for more than a decade now, LG is the market leader in consumer durables and recognized as a leading technology innovator in the information technology.LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. Indian challenges The challenges faced by LG when it entered the market in 1995 were: †¢ Low brand awareness about LG in India. †¢ One of the last MNCs to enter India. (Samsung, Sony ;amp; Panasonic entered in 1995 ;amp; LG in 1997. ) †¢ High import duty. †¢ Competition from local players and other multinational companies in the consumer Electronics segment †¢ Price sensitiveness of Indian consumers Factors for success:Innovative marketing strategies (pre-emptive defense) To make itself a known brand in this sector, LG has taken innovative marketing and promotional initiatives: †¢ Launch of new technologies in the sector. It has state of art, R;amp;D labs in Pune and Bangalore. (position defense) LG with its motive of â€Å"life’s good† Regional channel strategy and wide distribution network LG has adopted the regional distribution model in India. All the distributors work directly with the company. This has resulted in quicker rotation of stocks, and better penetration into the B, C, and D class markets.LG also follows the strategy of stock rotation, rather than dumping stocks on channel partners. LG has over 46 branch offices and another 110 area offices across the country. LG had set a target of developing 2,000 dealers in 2004, in addition to the existing 3,000 dealers all over India. LG MARKET SEGMENTATION: Market segmentation can be done on the basis of : * Geographic segmentation: Region: all metro cities and suburbs. * Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female. Income: 3, 00, 000Rs and above. Social class: working class, middle class and upper middle class. Psychographic segmentation: Lifestyle: culture oriented, health oriented. * Behavioural segmentation: Occasio ns: festivals and regular occasions. Benefits: quality, service. Loyalty status: none, medium, strong, absolute. Readiness stage: unaware, aware, interested, desirous, intending to buy. LG MARKET TARGETING: * LG has targeted its market on the basis of the product that they are offering to the consumer, so they are following market specialization. * They are targeting: * Upper class segment * Upper end * They are targeting to those consumer who are more concern of style product. Their product is more of upper mid class and premium segment, their target audience are those consumers, who want quality product as the best price. * LG is now going to shift over to mid class segment and want to mass market their product. LG MARKET POSITIONING SRATEGY: * With the tagline Life’s Good ,LG positioning is to differentiate their products on the basis of technology which appealed to the consumer on the basis of health benefits. * With the tagline ‘Life’s Good’ its corpo rate philosophy to make people’s lives better, convenient and healthier. * Their positioning strategy is technologically intelligent and futuristic. As they are in upper and premium segment, so they are featuring that their brand is young, vibrant and premium. * They are talking about the value and changing lifestyles in their positioning strategy. LG PRODUCT RANGE LG refrigerators are divided into three categories :- 1. Single door refrigerators 2. Double door refrigerators 3. Side by side refrigerators Different models available under each category are :- 1. SINGLE DOOR REFRIGERATORS (price range varies from9400 to 15800 Rs) * 27O Lts – GL- 281 (3models) * 235 LTS – GL -245 (5models) * 215 LTS – GL 225 (4 models) ;amp; models ) 185 LTS – GL 195 (6 models) 2. DOUBLE DOOR REFRIGERATORS (price range varies from 14750 to 60900 Rs) * 604 LT – GR M712YSQ * 559 LT – GR B652YSP * 491 LT – GL 548 (2) * 466 LT – GL 528 (3) * 422 LT – GL 478 (2) * 390 LT – GL 405 (2) ;amp; GL 408 (2) * 350 LT – GL 365 (2) ;amp; GL 368 (3) * 320 LT – GL 335 (4) ;amp; 338 (2) * 290 LT – GL 305 (3) ;amp; GL308 (2) * 260 LT – GL 27 (2), GL 275 (3) ;amp; GL 278 * 240 LT – GL258 (3), GL 255 (3) ;amp; GL 254 3. SIDE-BY-SIDE REFRIGERATOR ( price range varies from 58000 to 175000 Rs) * 721 LT – GR P267BTB * 693 LT – GR P247JHM/ CSP 567 LT – GCP227 (3) * 581 LT – GCB21 (2) * 567 LT – GC L217 (2) MARKET CHALLENGER (WHIRLPOOL) STRATEGY With 25% market share whirlpool is the Market challenger for the refrigerator Market: Whirlpool’s international outlook was initiated in 1958 when it entered Brazil, but it was the ‘80’s that marked the beginning of Whirlpool’s aggressive strategy to be a world-wide competitor. India was identified as a growth market in late ‘80’s when Whirlpool Corporation entered into a joint vent ure agreement with TVS group to produce automatic washers at a plant set up in Pondicherry.This was a modest beginning was made to establish the Whirlpool brand in India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market in India. In late 1995 majority ownership was gained in the TVS joint venture and the two entities were merged to form Whirlpool of India Limited in 1996. Housewives: The advertising tagline is ‘Your magic in Homemaking’, which inspires the Indian housewife to buy its product. 6th sense cooling: 6th sense cooling is the patent technology of whirlpool, with which it is trying to capture market share of the Indian refrigerator market.Economy: Whirlpool has understood Indian market very closely and has been launching products as per the requirement of the customer from different segments. Whirlpool segmented the market mainly on the basis of price and capacity. Price has been kept keeping the needs and wants of the customer and product is designed such that it is feasible to every customer. Whirlpool has segmented its refrigerators under three segment: WHIRLPOOL MARKET SEGMENTATION: a)Geographic segmentation: Region: all metro cities and suburbs areas. b) Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female.Income: 1,50,000Rs and above. Social class: working class, middle class and upper middle class. c)Psychographic segmentation: Lifestyle: culture oriented d)Behavioural segmentation: Occasions: festivals and regular occasions. Benefits: quality, service, economically viable Loyalty status: none, medium, strong, absolute. Readiness stage: unaware, aware, interested, desirous, intending to buy. WHIRLPOOL MARKET TARGETING STRATEGY: * Whirlpool through its advertisements has been trying to target the housewives, trying to portray as a partner in homemaking. Hence, the prime target consumer for Whirlpool is Housewives. Whirlpool main targeting strategy is to p rovide economically viable household products. * They are also targeting in terms of capacity and usage nature of the consumers. Like they have different refrigerators for consumers with requirements of not very big capacities, i. e. Households, Small Shopkeepers and Bachelors etc, then different refrigerators for the middle class consumers who has average amount of income to dispose and different for the upper class or high class consumers, which includes people with high income and also industries which requires storage capacity of more than 310 Lts.WHIRLPOOL MARKET POSITIONING STRATEGY: Whirlpool has been trying to position itself as partner in homemaking. This has been pretty much evident from the advertisements of Whirlpool. Whirlpool’s advertising tagline is ‘Your magic in Homemaking’. This is Whirlpool’s advertising tagline. Whirlpool’s earlier tagline was â€Å"You ;amp; Whirlpool. The world’s best homemakers. † It has been evo lved to reflect the changed homemaker of today versus the yesteryears. Through Whirlpool’s intensive consumer research Whirlpool found that today’s homemaker believes in having everything perfect at home and takes pride in having achieved it!She has begun to look for that something exceptional, something additional in all the brands she chooses to help her achieve that. Whirlpool, as the brand that partners to this demanding homemaker of today, call this quality of hers as ‘magic’ and wish to be the home appliance brand that helps her create her â€Å"magic in homemaking†. Hence the new tagline â€Å"Your’s magic in the homemaking†. MARKET FOLLOWER (GODREJ) SRATEGY: The Godrej have always believed in the innovation. It has always emphasized on the development of new technologies. It invests large amount of its time and energy in R;amp;D.It goal towards strengthening its presence in the market by introducing higher performance refrigera tors for providing maximum benefit to consumers. The follower, Godrej is an adapter while following the leaders in the market. It has imitated the commercial refrigeration technique i. e. , direct cooling from the leader of the market but on the other hand it is the India's first complete range of refrigerators with â€Å"5 Star Energy Rating. † By launching an entire range of 5 Star Rated Refrigerators, it has raised the bar on product efficiency while delivering the best monetary value for the consumers.Thus it is successfully and efficiently moving towards its goal. Godrej marketing segmentation: a)Geographic segmentation: Region: all metro cities and suburbs areas. b) Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female. Income: 1,50,000Rs and above. Social class: working class, middle class and upper middle class. c) Psychographic segmentation: Lifestyle: culture oriented d) Behavioural segmentation: Occasions: festivals and regular occasions. Benefit s: service, economically viable Loyalty status: none, medium, strong, absolute.Readiness stage: unaware, aware, interested, desirous, intending to buy. GODREJ TARGETING STRATEGY: Godrej produces wide range of refrigerators to cater to the different demands of different type of users. In each category, it produces large number of models. Each model has different features and different capacities. While purchasing a refrigerator, determine your requirements and preferences. Godrej refrigerators are designed to have very attractive looks and designs. They have very sleek and stylish frame. They can fit into even small flats and homes.These refrigerators are available in various colors, styles and sizes. Apart from exterior designing, the interior of the Godrej refrigerators is designed ergonomically to offer great convenience of use, so they are targeting middle and working class customers who desires stylish yet economically viable products. They have also introduced 5 star energy rat ing, it is the first complete range of refrigerators with five star rating. Therefore, they are taking steps toward energy saving and providing more economically viable products, by becoming environment friendly.GODREJ POSITIONING STRATEGY: The tagline of Godrej is ‘Brighter Living’. Godrej says that the only thing cooler than our fridges is the Kulfi we stash in our freezers. With several firsts : swivel, a humidity jog dial, freezer air-current design – Godrej refrigerators have not only stood the test time they have also run head to head in the race with modernity. Godrej EON fridges are available in a host of dashing colors to go with decor and mood. There are polybag suspenders to hang up veggies in fridge.So every day, they are trying to make the world brighter place, with their services and also cooler. Therefore, goes with their tagline brighter living. MARKET NICHER (HAIER) STRATEGY: It is quality price specialist as Haier operates at the highest end of the market. Haier’s strategy mainly concentrates on their constant efforts towards internationalization. Several Chinese manufacturers who entered India priced their products low by compromising on quality, thinking that Indian consumers preferred to buy low priced irrespective of their quality.This gave Indian consumers the impression that anything â€Å"made in China† would be cheap and of poor quality, but Haier break this Indian mentality by introducing high price product for upper premium class only, not compromising on the terms of quality. HAIER MARKET SEGMENTATION: a)Geographic segmentation: Region: all metro cities and urban areas. b) Demographic segmentation: Family size: 1-2, 3-4, 5+ Gender: male, female. Income: 8,00,000Rs and above. Social class: upper middle class, Upper lower class and upper-upper class. c) Psychographic segmentation: Lifestyle: culture oriented ) Behavioral segmentation: Occasions: festivals and regular occasions. Benefits: service, qua lity oriented. Loyalty status: strong, absolute. Readiness stage: unaware, aware, interested, desirous, intending to buy. HAIER TARGETING STRATEGY: Their targeting strategy is more customer-oriented. Haier understands the consumer needs better and reflects that in consumer offerings. It is a manifestation of today’s young couple’s lifestyle which connotes speed, style and togetherness. It targets upper premium segment by manufacturing wine coolers in the society.It is the niche segment in the Indian society as the use of the wines in the Indian houses is very less. Only few (very small in number as compared to the market) use the wines and thus Haier in the wine cooler segment caters the need of the only those customers that manufactures wine coolers (which are very few in the numbers with a particular unique demand) thus they are serving the niche segment. Hence their targeting strategy is to target upper premium segment. HAIER POSITIONING STRATEGY: Life is very invol ving and everyday it offers you new challenges.Haier has peeped into life and come up with ideas that make living enjoyable and joyous. The main brand Idea was that Haier products are Inspired by Life: this is now expressed as Inspired Living. There is also another perspective on Inspired Living. All Haier products are the result of closely studied actual usage patterns of home appliances, i. e. , inspired by everyday life. For example, Haier was the first to launch a Bottom Mounted Refrigerator in the country. It is based on a simple insight that refrigerator shelves are used far more often than the freezer shelf.So Haier has put the freezer at the bottom and refrigerator racks at convenient heights, so that you don’t have to bend your back frequently. As a late entrant into the category, Haier understands the consumer needs better and reflects that in consumer offerings. This is how they write the positioning statement: Haier is better than all other brands for easy adopter s because it offers them benefits that help them lead a better life as a result of our endeavour to understand life better and work technology around it.