Marketing Plan Example Essay Example

Marketing Plan Example Essay AAA Wine/Spirits Marketing Plan – AAA Wine/Spirits Expansion Table of Contents Executive Summary4 Company Description5 Vision, Mission, Beliefs and Values 6 Core Competencies7 Situation Analysis9 Competitors11 Target Market12 Action Plan13 The Marketing Mix14 Product Strategy15 Distribution Strategy15 Promotion Strategy16 Pricing Strategy18 Customer and Supplier Relationship Management18 Budget and Monitoring19 Summary and Conclusion21 List of References23 Table of Figures / Charts Action Plan14 Invoice Sales $14 First Year Budget 19 EXECUTIVE SUMMARY AAA Wine/Spirits vision is to be the leading distributor of beverage alcohol and create superior value for all tiers of the industry. We have achieved this vision by embracing a mission of providing superior business solutions that drive growth and value for customers and suppliers alike through our national scale, state-level share, local market intelligence and brand-building expertise. In backing this mission and vision with deeds, AAA has invested heavily in its people, its operations, and its technological capabilities, all of which add value to the three-tier distribution system—a legal system under which wine, spirits and beer pass from the manufacturer/supplier (first tier) to the distributor (second tier) and on to either the retailer or restaurateur (third tier). AAA is committed to customer service as well as performing at the highest levels of professionalism and marketing creativity. We will write a custom essay sample on Marketing Plan Example specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Plan Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Plan Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Having successfully established its wine and spirits distribution business in 10 States, AAA is now looking to initiate operations in California. Beginning in March 2011, AAA will offer statewide distribution of wine and spirits merchandise based on an exclusive distribution contract with suppliers such as XXX Spirits, YYY Wines and ZZZ USA. Distribution operations will be initiated from a state-of-the-art warehouse in San Diego, California with a sales office in neighboring San Francisco. AAA will leverage its reputation for successfully building brands and romoting premium wine and spirits brands to secure a major share of the California wine and spirits distribution market. From a marketing perspective, AAA will use its tried and tested strategy of promoting On-Premise sales to drive sales for Off-Premise customers. AAA will hire and train its sales staff in California to be the best-in-industry with a â€Å"Most feet on the Street† guarantee, promising maximized brand expo sure. Integrated Marketing Communications will be used to first create awareness of the products and build interest in the benefits provided by AAA Wine/Spirits. A mix of traditional and customized marketing techniques like E-selling, direct one-on-one marketing, marketing programs and promotions will be used to communicate AAA product and value offering. Competitive high/low pricing with appropriate discounting will be employed to penetrate and dominate the California wine and spirits market. Customer Loyalty Rewards programs and other incentives will be offered to build and strengthen its relationships with its customers in California. A successful launch of AAA’s distribution business in California is projected to bring in invoice sales of approximately $118 Million for the year 2011 and is expected to break even in the third quarter of 2012. AAA expects to achieve a yearly goal of 20% increase in invoice sales. Monthly and quarterly sales growth targets will be tracked and adjustments will be made to the marketing and promotion strategies as needed. The ultimate goal for AAA Wine/Spirits is to establish itself as the No. choice for wine and spirits suppliers and to be the one-stop-shop for wine and spirits customers in the State of California. COMPANY DESCRIPTION Since its founding in 1997, AAA Wine/Spirits Inc. has grown to be a nationally recognized wine and spirits distributor known for its historic commitment to delivering the highest standards of customer service and creative marketing programs and partnerships. The company is also known for its best-in-industry professional and well-trained sales, op erational and support staff. AAA is also justly respected for its deeply held belief in he importance of giving back to the communities it operates in and for being a socially responsible corporate citizen and for making generous contributions to national, state and local charitable organizations. Today, AAA operates in 15 states, including its original Florida market, where its corporate headquarters is located in Orlando. Pursuing a determined strategy to expand through internal growth as well as through the acquisition of established wholesalers, AAA expanded its Florida operations into a number of states and is now looking to grow in California. VISION, MISSION, BELIEFS and Values Corporate Vision: To be the leading distributor of beverage alcohol while creating superior value for all tiers of the industry. Mission: Providing superior business solutions that drive growth and value for customers and suppliers alike through our national scale, state-level share, local market intelligence and brand-building expertise. Beliefs and Values: Our people are our most fundamental resource. We recognize that employee contributions through teamwork and empowerment are critical to the success of the company. Our goal is to provide a positive environment for our employees that encourages creativity, recognizes innovation and rewards results. Quality: Superior quality and continuous improvement in all aspects of our business results from a dedication to employee development with a commitment towards ever increasing customer satisfaction. Statement of Environmental Impact: AAA Wine/Spirits strives to provide excellent sales and service while minimizing our environmental impact. Our efforts are aimed at saving energy as well as promoting sustainable environmental practices. We have implemented these responsible practices into our daily operations, as we continue to set goals that challenge us to increase efficiencies and reduce waste. Lighter-weight delivery trucks for small deliveries are being used in California and Florida. Trucks fueled by biodiesel are being piloted in Florida, with research being done on the possibility of using hybrid and automatic transmission trucks. The speed on fleet vehicles has been governed to 60 miles per hour, and new idling and tire rotation policies put in place. Routing software has been upgraded at all divisions in an effort to increase routing efficiency, in turn reducing fuel consumption and emissions. High-efficiency lighting (e. g. motion-sensor systems) have been installed at our distribution centers. Core Competencies From its earliest days in Orlando, Florida, AAA Wine/Spirits has set out to be the most innovative and progressive distributor in each of its marketplaces. AAA prides itself as a company that not only responds to the needs and desires of its customers and suppliers, but also anticipates them. Recognizing the consolidation and growth of its supplier and customer trading partners in recent years, AAA has anticipated their needs by establishing a strategic, tightly knit organization that is capable of developing, executing, and creating value-added marketing, national accounts, promotions and category management services in every marketing sales and trade channel in each and every market in which AAA is present. Today, AAA represents approximately 1,200+ wine, spirits, beer, and beverage suppliers from around the world, and markets, promotes, merchandises, and distributes over 3,000 individual brands. Indeed, during a typical working week, AAA’s sales, delivery, and support staff collectively calls on or services over 200,000 different chain and independent retail and restaurant customers across the country. Today, AAA offers its suppliers the â€Å"Most feet on the Street† guarantee promising maximized brand exposure and distribution. Beginning in Florida, AAA worked hard to achieve efficient, statewide distribution capability, which it gained in 1990. Also in 1990, when much of Californias wine and spirits wholesale business was still handled by dozens of small, regional players, AAA Wine/Spirits operations was the first to gain statewide distribution capability. From then on, the companys strategy has been to offer statewide distribution from its local state of the art warehouses in each of its markets thus adding an invaluable dimension of service to both its suppliers and to its retail and restaurant customers alike. AAA was the first distributor to provide statewide merchandising and promotional support behind leading wine and spirits brands, a distribution trend that became the industry standard over time. AAA Wine/Spirits has a tradition of pursuing innovation and new technology for the benefit of brand owners and customers. AAA’s underlying criterion behind the application of new technology and back-office best practices is adding value to supplier and customer relationships, making AAA the distributor partner of choice. AAA’s back office operations provides all of its divisions with the deep content expertise, cutting-edge tools and process efficiencies that they need to win the competition in aisles, back bars and wine lists of our customers. To that end, AAA has developed and implemented software to manage the various functions of effective and efficient distribution. a. EasyOrder – A proprietary highly customizable sales tool which enables the sales force to lookup product information, and place orders wirelessly from mobile devices. b. EDE – Electronic Data Exchange allows for direct electronic data transfer to suppliers and service vendors. c. SAP – The best Enterprise Resource Planning tool to effectively manage Financials, Sales and Distribution, Inventory and Billing. d. RouteManager – A proprietary tool developed in partnership with UPS to plan the delivery routes for the trucks. e. Web Mobile – A proprietary web based GPS phone tool developed to plan the efficient loading of products onto the truck. Besides this, Web Mobile also allows for driver and delivery tracking thus improving productivity and providing better customer service. Situation Analysis As one of the country’s largest wine and spirits distributor, AAA is nationally recognized by its supplier partners as well as by its customers for its state-of-the-art distribution capabilities and its leading-edge information technology. Today, AAA operates in 15 states and is looking to expand its markets to California where it plans on setting up statewide distribution capability, providing merchandising and promotional support for its 2,000 + wine and spirits brands and 1,000+ suppliers. Political and Legal: AAA has had a longstanding commitment to the alcoholic beverage laws and regulations at both the state and federal levels. The regulatory framework for the production, distribution and retail sales of wine, spirits and beer is a three-tier distribution system where wine, distilled spirits or beer product move in a legally sanctioned series of transactions from the producer (first tier) to a designated distributor at the state level (second tier) and then on to a legally licensed retail, restaurant or bar (third tier). This three-tier distribution system is governed by the 21st Amendment of the United States Constitution which ended Prohibition and returned to the states all power over the sale and distribution of beer, wine and spirits. Its passage allowed federal as well as state authorities to tax wine, spirits and beer, which generate billions of tax dollars annually for local, state and federal authorities. At the state level, two legal approaches exist a competitive model and a so-called control model. Today, 32 states permit the private sector to distribute and sell alcoholic beverages, including such states as California, New York and Florida, among others. Elsewhere, 18 states have decided to adopt a so-called control model, under which the state is involved in one or more tiers of the traditional three-tier distribution system noted earlier. Control state markets like Pennsylvania and New Hampshire not only manage the distribution tier (and related tax revenue collections), but also the retail tier as well, while other control states like Michigan, North Carolina and Vermont all take slightly different approaches. Wine and Spirits Wholesalers of America (WSWA), a trade organization and lobby group based in Washington, D. C. [1] that works to oppose initiatives to alter the three-tier model, contends that wholesalers perform state functions and are in the business of encouraging social responsibility concerning alcohol as well as alcohol wholesale. [2] The Specialty Wine Retailers Association (SWRA), a group representing the wine retail industry, is in direct opposition to WSWA and advocate the free movement of wine across state lines. 3][4] Economic: The annual per capita consumption of alcohol in the US is about 30 gallons of beer, 2 gallons of wine and 1 gallon of hard liquor. Alcohol purchases account for about 6 percent of an average AAA household’s food budget [6]. Demand is driven by consumer preferences in alcohol consumption and demographic trends. The profitability of individual companies depends on effective sales operations and maintaining low operating costs. Large companies have advantages in exclusive distribution rights in large markets. Small operations can compete effectively by distributing rare and expensive products. The industry is capital intensive with average annual revenue per employee in the range of $500,000 to $700,000 for wholesalers. Suppliers: The beer, wine and spirits industry buys from a variety of domestic suppliers, about 6,000 commercial wineries, 350 breweries, 1,500 microbreweries and 80 liquor distillers [6]. A few large producers dominate such as Anheuser-Busch, MillerCoors, Eamp;J Gallo, Constellation Brands and The Wine Group. Major importers include Heineken USA, Diageo, SABMiller and InBev. Beer and wine distributors generally have contracts with producers giving them exclusive distribution rights to products within certain markets. Constellation Brands is consolidating its U. S. distributor networks as fast as it can, while treating the distributors it keeps to enhanced profit levels. As of September 2009, Constellation had achieved its goal of one distributor per state in 19 markets, with plans to transition another 11 states within 2010. Diageo continues to consolidate to a single distributor in each US state, with plans to complete its consolidation as soon as possible. So far, Diageo has consolidated its distribution in 39 states and Washington, D. C. , representing more than 80 percent of the company’s U. S. wine and spirits volume. Technology: Recent technological advances in the Wine amp; Spirits Distribution Industry include wireless devices to track retail sales, integrated computer systems to order and track and distribute hundreds of products to thousands of retailers, radio frequency identification tags that follow cases or kegs as they travel through the supply chain. Competitors Existing Firms: The US beer, wine and spirits distribution industry includes about 4,000 companies with combined annual revenue of about $100 billion. Major companies include The Charmer Sunbelt Group, Glazer’s Wholesale Drug, National Wine amp; Spirits, and Southern Wine amp; Spirits of America. The beer wholesale industry is fragmented with the top 50 companies accounting for a third of industry revenue. The wine and spirits wholesale industry is concentrated with the top 50 companies accounting for more than 70 percent of industry revenue. New Entrants: The wine and spirits distribution business is a very lucrative and there is always a constant threat of new entrants. For example, Warren Buffett’s Berkshire Hathaway Inc. agreed to buy alcoholic-beverage distributor Kahn Ventures Inc. to add sales in Georgia and North Carolina and help the company prepare for further acquisitions in the industry [5]. Target Market Having successfully penetrated the wine and spirits markets in 10 states, AAA is now looking to California as it next market. The Wine amp; Spirits market in California is a $ 1. 5 Billion industry and the 5th largest consumer of alcohol beverages in the United States [6]. The Charmer Sunbelt Group and Glazer’s Wholesale Drugs have been in California for 5 years but have not been able to dominate some of the smaller wine and spirit distributors. AAA will look to establish its business in the state of California by offering statewide distribution of wine and spirits merchandise based on its exclu sive distribution contract with suppliers such as Diageo Spirits, Constellation Wines and Pernod Ricard USA. The typical market for Wine and Spirits retailers is clearly divided into two istinct profitability segments based on the alcohol consumption venue. On-Premise customers like Bars, Restaurants, Hotels, and Nightclubs serve alcoholic beverages on-site as part of their offerings. Off-Premise customers like liquor stores, grocery stores, chain stores, specialty stores sell wine, spirits and beers to individual customers for consumption at a location of their choosing. AAA will use its tried and tested strategy of promoting On-Premise sales to drive sales for Off-Premise customers since once customers become aware of the brand they will most likely purchase it from a store. Some of the target Off-Premise customers for AAA in the State of California would include, Brookshire Brothers, Bamp;B Foods, Carnival Food Stores, HEB Foods, Randall’s Food Market, Sack n’ Save, Super S Foods, United Super Markets, Walgreens, BJ’s, Costco, Sam’s Club and Wal-Mart. On-Premise customers would include TGI Fridays, Applebee’s, Chili’s and local bars, pubs, casinos and nightclubs. A third segment, the US armed forces (Army, Navy, Coast Guard and Air Force) exists. Merchandise will be sold at cost to this third segment. ACTION PLAN AAA Wine/Spiritswill launch its distributing operations in California using an exclusive distribution contract with suppliers such as Diageo Spirits, Constellation Wines and Pernod Ricard USA starting March 1st 2011 the details of which are listed below. A state of the art Warehouse will be setup in Austin, California. The current plans call for a 620,000 square foot facility with six miles of conveyors, storage space for 2 million cases of wine and spirits with capabilities of loading 12 trucks simultaneously to ship 5,400 cases per hour. The California sales office will be located in neighboring San Antonio. 100 temperature controlled delivery trucks and other required equipment will be acquired. A key plank of AAA’s corporate strategy has been to ‘Pursue Operational Excellence’ by sharing best practices and leveraging AAA’s size in the marketplace. The back office functions of Accounts Payable, Payroll, Employee Benefits, Supplier Billing, Accounts Receivable, Master Data Management, Systems and Information Technology will be managed from AAAs back office division in Orlando leaving the California operations to concentrate on selling. AAA’s distribution business in California is expected to bring in invoice sales of approximately $118 Million for the year 2011. Action Plan| | | | Action| Date| Duration| Cost| Secure and Finish Warehouse and Office Space| October 4th 2010| 4 months| $15,000,000| Back office operations ready| November 1st 2010| 2 months| $50,000| Secure Delivery Trucks and other equipment| December 20th 2010| 3 weeks| $8,000,000| Staffing| January 3rd 2011| 1 month| $20,000| Purchase Orders to Supplier| January 31st 2011| 1 week| $0| Initial Marketing Promotions| January 31st 2011| 3 months| $1,000,000| Receive Orders from Customers| February 7th 2011| N/A| $0| Receive Goods in Warehouse| February 21st 2011| 1 week| $10,000| Shipping Goods to Customers| March 1st 2011| N/A| $300,000| The Marketing Mix Starting in Florida, AAA Wine/Spiritshas been able to successfully build brands and gain a positive reputation for its ability to promote and merchandise premium wine and spirits brands. These same brand building marketing techniques will be employed to patiently and persistently build the sales of premium brands (old and newly won) in California to distinguish AAA from its competition and secure a major share of the California wine and spirits distribution market. Product Strategy: The wine and spirits brands that AAA will enter into and promote in California will be mostly stand-alone well-established brands that will be marketed separately based on promotional budget provided by the suppliers. Examples of products brands would include for, 1. MMM Spirits Johnnie Walker, Matador, Baileys, Smirnoff, Crown Royal, Gordon’s, Jose Cuervo, Guinness, Jamp;B, Captain Morgan and Tanqueray. 2. NNN Wines Vendange, Cisco, Ruffino, Mondavi, Taylor, Clos Du Bois, Woodbridge and Wild Irish. 3. The Company USA Absolut, Fris, Seagrams, Malibu, Kahlua, Beefeater, Jacobs Creek and Presidente. Distribution Strategy: AAA is known for its best-in-industry professional and well-trained sales staff with a â€Å"Most feet on the Street† guarantee, promising maximized brand exposure and distribution. In California, AAA will use its proven strategy of promoting On-Premise sales to drive sales for Off-Premise customers since once customers become aware of the brand they will most likely purchase it from a store. AAA will align its entire sales force in California into designated groups of specially trained teams. Each group will be carefully trained to handle a specific sales channels, and customer categories such as chain supermarkets, national hotel chains, independent restaurants and chain liquor stores. AAA will use the following marketing channels to reach its targeted customers. 1. E-channel: AAA’s online store website http://AAAwineonline. com has products and applicable promotional information for customers who would like to research and purchase wine and spirits online. 2. Personal Selling: One-on-one personal selling will be done via, a. Sales Persons: Every customer chain account will be represented by a sales team for the entire state. Sales persons will be trained to be polite and professional and offer the best deal to the customer. . Call in to Customer Service: Customers will be able to call in orders to a customer service center. Product will be shipped out daily based on the orders received daily to ensure the customer’s shelves are always adequately stocked. Promotion Strategy: AAA will use Integrated Marketing Communications to first create awareness of the products and build interest in the benefits provided by AAA Wine and Spirits. AAA will employ the following traditional and customized marketing techniques to communicate its value offering. a. Direct Marketing: AAA’s biggest asset, its employees will be educated in the company’s product offerings and serve as AAA’s biggest marketing resource. Customer Service representatives and Sales persons will be trained to be polite, courteous and knowledgeable about AAAs product, always offering the best deals available. b. Marketing Programs: AAA’s product promotions will be innovative customer-based programs that focus on theme, customer category and brand. Promotions will include the following: 1. Party Guides: Customers like Raleigh’ss offer party packages for its customers. AAA provides promotional material (Party Guides) to Raley for including AAA’s products in its party packages. 2. Wine Lists and other retail display materials: Bars, Restaurants, Casinos, Night Clubs present wine lists to their customers. AAA will carry the cost of these Wine Lists and other retail display materials. 3. Monthly Cocktail Themes: AAA will invest in hiring and training Mixologists to develop new drinks and mixes based on local tastes. AAA will supply these new cocktail recipes and promotional material to local pubs and bars in amplify customer interest. 4. Holiday Themes: Holiday specific packages with appropriate packaging, colors and selection of wines and spirits will be sold to Off-Premise customers (Grocery, Liquor stores etc. ) and holiday specific promotional materials will be provided to On-Premise customers to capitalize on increased sales during specific holidays. 5. Multi Brand 6 Pack Carriers: Assortments of beers, wines and spirits will be made available for customers 6. Customer Specific Promotions: The fastest growing race in the United Sates is the Hispanics. The 2009 US Census Bureau estimates 37% of California’ population comprises of Hispanics. AAA will look to capitalize on this growing market with special promotions on products frequently purchased by Hispanics and sponsoring events for Hispanics. 7. Value Added Packaging: AAA will invest in researching value added packaging for its products like flavor infusion packaging and landfill waste reduction packaging. 8. In-store Kiosks and Displays: AAA will design, build, provide and place In-store Kiosks and Display Cases to showcase premium merchandise in the best-selling sections of Grocery and Liquor stores. 9. Mix and Match Combos: Customers will be offered customizable free goods deals. For example, buy 100 cases of Absolut vodka and get 10 cases free of any Absolut vodka flavors. 10. Sponsorship for high profile events: AAA will sponsor high profile large gathering events for example, the Florida’s South Beach Food and Wine Festival, California’s Annual AAA Wine amp; Food Festival and UNLVino to promote our products to a larger audience. 11. â€Å"Wet† tasting programs: AAA will organize wine tasting parties and wine education seminars to build interest and reach out to new customers. Promote and build displays for more premium merchandise—rather than low-end erchandise—in the best-selling sections of the store. Promotions will be run after careful analysis of customer purchase trends and preferences. Pricing Strategy: AAA will use a high / low pricing strategy which will allow for periodic heavy promotional pricing. Initial pricing will be set at market penetrating low prices operating at a low 18 percent Gross Profit Margin (reg ular 21 percent GP). Discounts will be made available in terms of, 1. Cash Discounts for early payment of invoices. 2. Quantity Discounts based on different quantities of products purchased. . Seasonal Discounts will be offered for holidays such as Easter, Christmas, New Year, etc. All promotions and discounts will be supported by Promotional Allowances and Depletion Allowances offered by the Supplier. Customer and Supplier Relationship Management AAA Wine/Spiritshas invested a lot of time and money in becoming a customer focused organization. Today, AAA can proudly boast of having the understanding and the ability to address the needs and expectations of each customer by providing unsurpassed value in both the products and the services offered. Professional relationships, cooperation, and building long term relationships will be the common goals to build successful relationships with our suppliers and customers alike. By conducting business in a manner beneficial to everyone, with highly trained and specialized resources, AAA will deliver superior value added services. AAA Customer Service representatives and Sales persons will be trained to be polite and courteous, always offering the best deals available. Individual Account Managers are assigned for each supplier account to constantly strengthen and build on our relationship and address any issue in a timely manner. AAA offers its suppliers the â€Å"Most feet on the Street† guarantee promising maximized brand exposure and distribution while being the lowest cost distributor in the Wine and Spirits distribution industry. AAA will also institute a Customer Loyalty Rewards program to further strengthen the business relationships with it long standing, large account customers providing them with premium pricing and deals. Budget and Monitoring First Year Budget| | Revenue| $118,000,000 | Cost of Goods Sold| ($92,040,000)| Initial Expenses| ($44,380,000)| Operational Expenses| ($10,000,000)| Marketing Expenses| ($3,000,000)| Rent| ($700,000)| Salaries| ($6,000,000)| Supplies| ($300,000)| Insurance| ($300,000)| Interest | ($145,000)| Net Income| ($38,865,000)| Based on forecasted sales volume and projected invoice sales for the first year of operations, AAA’s initial budget for the first year of operations (fiscal year 2011) is estimated as shown above. AAA will invest $3 Million on its marketing initiative and coupled with the promotional and depletion allowances offered by suppliers, AAA will have an estimated $13 Million for Marketing and Promotional activities. AAA will constantly monitor the progress of its business venture into California and the effectiveness of its business and marketing strategies by tracking its performance against metrics developed for each of the following business objectives. Objective 1: Become the distributor of choice for wine and spirit suppliers. AAA Wine/Spiritsvision is to be the leading distributor of beverage alcohol and create superior value for all tiers of the industry. In California, AAA will achieve this vision by embracing a mission of providing superior business partnership solutions that will drive growth and value for customers and suppliers alike through our national scale, local market intelligence and brand-building expertise. AAA will look to increase its supplier and brand distribution relationship in California by introducing new supplier like Jim Beam Brands, Moet Hennessy, Patron Spirits, Sutter Home Winery, Heaven Hill, Skyy Spirits etc. nd their brands till it achieves distribution to the scale of 700 suppliers and 3000+ brands. Objective 2: Profitability growth per year (GP $ and GP%) AAA Wine/Spiritswill enter California with a high / low pricing strategy which will allow for periodic heavy promotional pricing. Initial pricing will be set at market penetrating low prices operating at a low 18 percent Gross Profit Margin which AAA will look to gradually increase t to 21 percent. AAA will target breaking even in California by the end of the third quarter of fiscal year 2012. The Pricing strategy will be reassessed regularly based on customer and supplier satisfaction ratings, and customer purchase growth numbers to determine opportunities for price increases to meet AAAs profitability goals. AAA will track sales to ensure monthly and quarterly sales growth targets are being met based on which adjustments will be made to the marketing and promotion strategies as needed. Objective 3: One stop shop for wine and spirit customers AAA Wine/Spiritswill use it tried and tested marketing technique of focusing its promotions on On-Premise customers to drive the sales for Off-Premise customers. With its goals of increasing its supplier base to 1,200 supplier and 3,000+ brand offerings, AAA aims to become a one-stop-shop for customers throughout the state of California. AAA w

Body Modifications Essays

Body Modifications Essays Body Modifications Essay Body Modifications Essay In china foot binding was very popular from the late 10th century onward to the mid -20th century. It was there culture to have small feet, between the ages of two- five years old the parents will perform foot binding on their daughter. It was done at a young age because the arch of the foot wasnt fully developed as yet. The painful process was done to prevent further growth. Chinese men were attracted by the tiny narrow foot, which was known as the golden lotus. It may not sound like a body modification but it is and was very popular to the Chinese culture. Another example of cultural modification is piercing. Back In the 17th century a male wore earrings to show he was a pirate. Tribes across Africa, Southeast Asia, north and South America and Ethiopia participated In lip piercing. It was done to enlarge their lips to accommodate a large plate. Another reason for body modification Is one religious belief. The earliest evidence of tattoo began 2000 BC in ancient Egypt. In the Philippines tattooing to some was a form of rank or accomplishments and to others they believed it had magical qualities. In Japan tattooing was for spiritual and decorative reasons dating as far back 10,000 BCC. The Ancient Egyptians and Romans perform plastic cosmetic surgery for religious reasons. The Romans perform such surgeries like repairing damage ears in the 1st century SC. In India branding is done to show religious initiation and symbolizes membership to a particular spiritual group. Also in India the females place a bind in the middle of their foreheads because its one of their religious beliefs. It Is done only to those ladles that are married. At the College of The Bahamas the male fraternity brands their skin to show membership to that group. Lastly, people modify their body for physical and cosmetic enhancements such as cosmetic/plastic surgery which is now very popular among teens and adults. You will find people getting cosmetic surgery to delay aging effects which cost thousands of dollars to be done. Persons also get surgery on their nose, stomach, breast and hips just to change their body most of the time to enhance their sexual appearance. However, some get the surgery because either they was born with a disintegration or as in an accident and probably needed a surgery done on their nose. Cosmetic surgery is done for reconstructive reasons and for fashion reasons. The American society of plastic surgeons discovered a few reasons why teens and adults participate in cosmetic surgery. Teens said its a way to fit in and to look acceptable to friends and peers. Whereas, on the other hand adults said Its a way to stand out from the crowd. Plastic surgery Is done to boost ones confidence and self- esteem. Celebrates can have effects on their fans; well superstars can also have an effect on their fans. For It example, a person malign want to nave ten curve Ana snaps Like Kill Grassland, so a tiny or slim girl will go out and get implants. In todays society we now have numbers of technology that can perform any type of plastic surgery. In todays society males and females are participating in physical enhancements. Such as altering their skin color, placing weave in their hair and getting implants. Now days people find bleaching attractive for both male and female. From the text drowning, Bimbos and other drivers of Underdevelopment by Glenda Simms speaks about the dies changing their skin color to attract the guys. She also mentions how the ladies want to have children with light skin male. This is done because their aim is to have a pretty pickier which is a pretty girl that will grow up to be a fine lady that could participate in beauty contests. Simms also spoke about the youths bleaching their skin so that they can be accepted in the front office of a store uptown or downtown. In concluding, body modification will continue to go on because it apart of ones religious or cultural belief, or like I mention Just for physical, sexual and cosmetic enhancements. Babies are modified when they are only a couple days old, when the parents take them to get their ears pierce or to get a surgery on a cleft lip. As the parents you are already getting them involved in body modifications because to the parents its cute for the baby girl or baby boy to have an earring. We are not to Judge those persons involved in the modification of the body because its always a reason for them doing it. Heres my question to you, are you going to get tattoo, piercing or plastic surgery because youre not satisfy with your appearance?

Quality Managment and Control Essay Example | Topics and Well Written Essays - 2750 words

Quality Managment and Control - Essay Example How the company implemented quality management In fact, the company, at first, tried to analyze how its customers evaluate their products. To the utter surprise of the company, the customers were only partially satisfied. As illustrated in Champman and Hall (1991, p. 160), when the company probed further into the issue, it was found that there were problems regarding packaging, installation, labeling, and integration with other products; and these findings created a wave of shock in the company, and as a result, various strategies were developed in the plant. At first, the company set up a steering committee that consisted of all the senior management. As a part of it, a strategy was set up by the company that was to be implemented from below was started. This strategy clearly identified what each employee had to do to achieve the company goals. As a part of it, the company introduced ‘Just-in-time’, a strategy for quality management, was introduced in the year 1984 (ibi d). It started with providing education to all the employees. Once they found the program effective among the employees, it was spread to the IBM suppliers. As a part of it, senior managements of supplier chains were provided extensive classes. It was followed by supplier certification program which is based on BS5750 that covered everything ranging from process qualification, project management and statistical techniques (ibid). Following this, in 1985, the company introduced the techniques known as ‘process quality management’ and ‘departmental purpose analysis’ (DPA) (ibid). DPA aimed at finding and eliminating the non-value-added services conducted by a department. From the analysis, it became evident that some... This paper approves that the company views itself as a knowledge company and hence skills and knowledge are very vital for the company. So, the quality control of the company starts from the moment it decides to select employees. According to the company, a global supply chain with thousands of partners faces increased risks of waste, inefficiency, environment impact, and cost. So, it becomes necessary to continuously improve business performance and sustainability and this should reach the supply chains. The inability in this step can lead to higher use of energy, and other natural resources resulting in severe environmental damage. In addition, there will be problems like poor quality products and services, safety concerns, and poor labor practices. This will result in the detachment of stakeholders like customers, shareholders, partners and employees. IBM has developed extensive guidelines ensuring quality in its supplier operations. This essay makes a conclusion that in total, it becomes evident that the company introduced quality management and control measures as early as 1980s and the measures adopted by IBM were in no way inferior to the strategies of other companies. In fact, the company holds a proven record of effective quality management and control that ranges from senior management to sub-contractors. Furthermore, it is evident that adopting Six Sigma in their quality control will further sharpen their strategies and will make it flawless and more effective.

Answer my questions Movie Review Example | Topics and Well Written Essays - 1000 words

Answer my questions - Movie Review Example What are the effects of trade liberalization in Jamaica (e.g. discuss the effects of Jamaica’s free trade zones or the effects of the WTO on banana exports)? What was the effect of the IMF policies on domestic food production? In any country, the economy depends on the policies of its government. The public and private sector businesses are the main employment generation mechanisms in an economy. Market plays a key role in determining the unemployment rates of a country. If unemployment rates are low, spending power of the people increases and the market flourishes. However, if there is too much pressure on the government to generate employment in the public sector, the market becomes volatile and the risks of a sudden but complete stagnancy increase, as we have witnessed in the erstwhile USSR during the late 1980s. Liberalization is a process that would help an economy to overcome the risks of economic stagnancy mainly by the means of market reforms and privatization. However, the process of liberalization itself has come under scrutiny and criticism on several occasions. The episode of Life and Debt is based on such a critical perspective regarding liberalization in the backdrop of troubled Jamaican eco nomy. The process of liberalization in Jamaica practically began when the country signed a loan agreement with IMF in 1977. The process of acquiring debts began and more debts were taken to pay off the interests incurred in this course. Gradually, Jamaica had to liberalize its markets and industries under pressure from the lending agencies like IMF, IADB (Inter-American Development Bank), and the World Bank. The projected goals of increasing per capita income, literacy rate, employment, etc. in the country could not be achieved. The development that was promised by these loans did not take place as expected. But the economic pressure of a government almost running on debts began to affect the lives of the people negatively. In reality, the

Do we overplay the influence - especially the harmful influence - of Essay

Do we overplay the influence - especially the harmful influence - of the media on British politics - Essay Example Hodgson (2007) claimed that since ‘World War II’ British media has played an influential role in the country in terms of political participation, elections and political process among others. Considering this fact, media and newspaper has undermined several aspects of the country in terms of voting, elections, political equality and accountability. As a consequence, the impact of the political activities in case of business sectors, has diversely affected the performance of the country. Moreover, it has also affected the financial stability of the country in context of political background. Additionally, during the early 21st century the traditional trend of media changed to a considerable extent and the presence of social media highly influenced the political performance in Britain (Hodgson, 2007). In this assignment, the objective is to identify that whether we overplay the influences of media on the British politics. At the same time, the study has also emphasised to identify the harmful influences of media and newspaper of the British political system. During the contemporary era, the role of mass media has changed, which has influenced potential problems on the democratic environment of the British government. More precisely, media and newspaper has identified all the agenda from the domestic environment of the British and framed the same in front of Britain citizens. In this regard, mass media have a high influence on the macro political agenda, which has initiated difficulties for the political parties in Britain. According to the viewpoint of Tulloch (2007) British political system is usually established on the basis of democratic governance. In this context, it is evident that constitutional issues and governmental elections are usually the core agenda’s of the British political system. On the other hand, a large number of the

The Role of Propaganda in China Gate, The Green Berets, and Rambo: First Blood, Part Two :: Movie Film Essays

The Role of Propaganda in China Gate, The Green Berets, and Rambo: First Blood, Part Two â€Å"Film has established itself as a major medium by which our culture reflects and shapes its reality† (Taylor 186). Nowhere is Bruce Taylor’s statement made more clear than in movies about the Vietnam War. While some films, like Stanley Kubrick’s Full Metal Jacket, illustrate how horrible the army can be, other Vietnam War films glorify the armed services and American superiority in an attempt to alleviate the public’s fears that the war was a negative undertaking. China Gate (1957), The Green Berets (1968), and Rambo: First Blood, Part Two (1985) all glorify Americans at war. As Leo Cawley claims in his essay, â€Å"The War about the War: Vietnam Films and American Myth,† they sought to show that â€Å"the Americans are the good guys, the Viet Cong are the bad guys, and the peasants are the frightened townsfolk who need protection and rule of law† (74). The characters in these films have no ambiguity to them, but rather just the opposite : they are either paradigms of goodness or pillars of evil. By analyzing these one-dimensional characterizations, we are clearly able to see the propaganda in these films. Propaganda in films did not begin with the sending of U.S. troops to Vietnam. As the French were slowly losing the battle in Southeast Asia in the 1950s and the United States was consequently taking over monetary as well as human forces there, an explanation was necessary for the American people. Samuel Fuller’s China Gate was made to offer just that. Filmed when the U.S. was already active in Vietnam but not yet involved in an outright war, the movie, which has â€Å"a rather clear political intent,† attempts to, as David E. Whillock says, â€Å"produce a positive image of involvement in Southeast Asia to the American public† (305). The film seeks to influence American audiences against the Communists and to show the public that Americans are just trying to help the poor South Vietnamese. Made at a time when the Red Scare was at its height, China Gate is an obvious representation of the fear of Communism in that era. In fact, at the time the film was ma de, there were over two hundred suspected Communists blacklisted by the Hollywood studios themselves (Belton 242). This attitude comes through in the film right from the beginning with a voice-over that Rick Berg, in his essay â€Å"Losing Vietnam: Covering the War in an Age of Technology,† calls a â€Å"political endorsement disguised as a history lesson† (53).

Pursuasive Speech Outline

To persuade. Specific purpose: At the end of my speech my audience will Identify 2 consequences of drinking and drunk driving, and also 2 safe ways you can avoid those consequences. Central Idea: Drunk driving Is against the law and It causes harm to many people, but with the right precautions, many lives can be saved. Introduction Imagine receiving a call from a police officer telling you that there's been a terrible accident due to a drunk driver, and they need you to come in and identify a body.We all know that drunk driving is a serious thing that has killed many, but yet some still whose to get behind the wheel and endanger not only themselves, but the others that are on the road. Just think, how would you feel if you were to receive that horrific call? Many of people have unfortunately received this phone call and lost a loved one due to some stupid decisions. I myself have been through this experience. I lost my uncle to a drunk driver. He was riding his motorcycle one night, when a lady who had been drinking earlier that night, crashed Into him causing him to fly off of his motorcycle and Into a wall.The pain that my family went through was unbearable, ND unfortunately many other families have gone through the experience. Whether you're the person drinking and driving, or you're a victim of another person's inconsiderable actions, it's a problem that is much too common. I'm here today to talk to you about what drinking does to you and your health, the dangers of getting on the road while drinking, and some ways you can ensure the safety of yourself and others (if you do decide to drink).There are multiple ways to avoid going from a fun night out, to a deadly night that you'll never forget. Body l. What does drinking do to your mental and physical health? A. According to the National Institute on Alcohol Abuse and Alcoholism, alcohol affects many parts of your body. 1 . Along with the blackouts and memory impairment, alcohol affects the way the brain wor ks, which changes mood and behavior. A. This alteration makes decision making harder, which makes driving harder. 2.Drinking In excess, causes multiple problems to your heat, such as: cardiopulmonary, Irregular heartbeat, high blood pressure, or even result in a stroke. 3. Heavy drinking also causes problems to your liver, such as swelling or your liver. 4. Drinking increases your chances of developing liver, mouth, throat, and other types of cancer. 5. Alcohol damages and weakens one of the most important parts of your body, your immune system. A. â€Å"Consuming a lot of alcohol in one occasion slows down your immunes system, even up to 24 hours after getting drunk† (â€Å"Alcohol's Effects on the Body. ). B. Alcohol is also high in calories, which causes weight gain. C. Many think that alcohol helps relieve stress and helps in difficult situations, but it actually increases your chances of developing mental problems. 1 . Overuse of alcohol often causes depression, anxiety or even bipolar disorder (Salsas). Transition: Now of course If It's causing changing your Judgment, driving Is an absolute no! II. Every time you get behind the wheel while drinking, you risk your life, and those around you. A. Alcohol- impaired motor vehicle crashes cost more than an estimated $37 billion impaired driving crashes – one every 51 minutes† (â€Å"Impaired Driving†). C. â€Å"Among drivers with BACK levels of 0. 08 % or higher involved in fatal crashes in 2010, more than one out of every 3 were between 21 and 24 years of age† (â€Å"Impaired Driving: Get the Facts†). Transition: Now the last thing I'm going to talk about, which in my opinion is the most important, is how to avoid anything dangerous happening to you or anyone else. Ill.It would be unreasonable to ask people to not drink at all, but Just take precautions if you do plan of having a drink or two. A. If you're going out with a group of friends, assign the designated drive r position to a friend that is okay if he/ she doesn't drink that night. B. If you're by yourself and you've been drinking, call a trusted person to come pick you up. C. Never get in a car with someone who has been drinking. 1. Offer to drive, if you haven't had anything to drink. D. Be very careful and observant while driving, even if you haven't been driving. ConclusionNow that Eve talked about the harm that drinking does to your health, the dangers of driving while drinking, and ways to ensure your safety; I hope this encouraged you to be careful and be smart enough to never get behind the wheel while driving, or even get inside of a car with someone who is drinking and driving. Some people don't realize how their actions can affect those around us, and that is why we still have, to this day, people dying from an accident that could have been avoided. There are plenty of people that care about each and every one of you, so please don't risk your entire life, for a couple of shots and a good night.