Incident command system

Occurrence order framework Occurrence Command The occurrence order framework (ICS) has become a standard word in fire administration circles. It is uncommon to peruse an article or watch a fire administration video about a significant fire or crisis occurrence without ICS being mentioned(Buck, 2006; 1-27). It has arrived at the point that when fire boss are asked what strategies they utilized to stifle a fire, some answer that they utilized ICS. A portion of the administration standards incorporated with the ICS are: The Scalar Principle. The real fire ground association with the levels of leadership from the fireman to the occurrence officer. Solidarity of Command. Every individual reports to and gets orders from just one chief. Equality of Authority and Responsibility. Every individual gets the vital position to satisfy offered duties to achieve the objectives. Range of Control. The quantity of individuals or units that one individual can successfully manage. Division of Work. Sectoring to accomplish proficiency, viability, and wellbeing in utilizing work. Legitimate Assignment. Allocating the most qualified individuals to deal with every task. One of the essential highlights of the ICS is that it is intended to grow as the episode extends. It isn't intended to be set up during the underlying stage and stay static. (Buck, 2006; 1-27) Fire and crisis occurrences are liquid and continually changing, commonly for the more terrible and not the better. During the beginning periods of a mind boggling episode, it is difficult to know or anticipate the measure of assets that will be required and what positions or request the fire ground authoritative graph should be filled. On the off chance that you set aside the effort to set up a most dire outcome imaginable ICS at each episode, before dispatching the clearly required assets, each occurrence will turn into a most dire outcome imaginable. Levels of Command to Deal Effectively With Large Scale Incidents There are numerous ways of thinking concerning the situation of order posts on the fire ground. The underlying occurrence authority, especially an area official, needs to settle on a choice: Should he set the order post inside on theâ€Å"fast attack† mode or outside where the whole scene can be overviewed and where the order post is significantly more noticeable to approaching organizations? The fire circumstance, the cosmetics of the area (number of faculty), wellbeing of working powers, the offices SOPs, and the underlying leaders own insight and experience all add to this significant choice (Hildebrand, 1997). For instance, in a one-room fire, the first-in area official, as the underlying officer, may choose to remain with the assault team and order from that position. Interestingly, the first-in legion boss may decide to set the order post before the residence and get radio reports from the inside. For flames that are enormous scope on appearance, the order post is set at a protected position that manages the biggest view, frequently on the side of a structure. On the off chance that the fire advances to a few alerts, the order post might be moved to an order/correspondences vehicle, where order sheets, telephones, maps, and indispensable data can be spread out and studied. (Hildebrand, 1997) All of these positions are substantial, contingent upon the elements noted previously. To put it plainly, the order post ought to be set where it is generally profitable and most secure for that specific activity. Related to building up an order post, the episode officer currently has a few different contemplations. He holds a figurativeâ€Å"deck of cards† that speaks to different capacities that must be tended to so as to construct a powerful order organize. Among theseâ€Å"cards† are arranging, interchanges, coordinations, activities, and organizing. Toward the beginning of the fire or occurrence, the episode officer holds all the cards. On the off chance that the occurrence is totally reasonable by the underlying administrator, the cards are kept by that officer. For a one-room fire, it would be uncommon for the underlying administrator toâ€Å"deal out† any order capacities. The main exemption might be correspondences, which would be taken care of by the first-in quite a while associate or motor area. As the episode advances and the order work grows direct at which the occurrence administrator no longer can adequately oversee it, at that point the card is managed to another officer. For instance, if numerous alerts have been called, the arranging of mechanical assembly may turn into a huge and troublesome undertaking (Shelley, 2007). The episode leader would bargain the organizing card to another boss or official. Subsequently the episode order framework extends relatively to the size of the occurrence. The underlying authority likewise should guarantee that the fire ground is sorted out. Normally this is practiced by sectoring the fire ground. It makes a fire ground structure that is justifiable and encourages assignments and division of work and, along these lines, length of control. When the fire ground has been sectored and this data imparted to officials and organizations, the officer can quickly convey organizations to explicit areas on the forefront. In a quickly advancing fire in a high rise with a few basic exposures, the authority may appoint a whole caution to Bravo Sector. There are a few unique frameworks used to recognize parts (numbers or letters). Interestingly, everyoneincoming organizations, common guide organizations, and othersuse similar assignments. The last duty of the underlying occurrence authority is to pass order when soothed. The best type of passing order is in an up close and personal gathering with the mitigating official. One approach to direct this instructions is to light with the fire building and work around it, utilizing the exposures as segments (Shelley, 2007). The who, what, and where of every division ought to be given to the soothing leader. Likewise, any issues and uncommon contemplations ought to be secured. Diagrams or episode order sheets are useful in this procedure. The underlying episode leader has a basic activity. He should break down the circumstance, build up a compelling in general technique, call for required assets, set up an order post, division the fire ground, and give an intensive preparation to the soothing episode administrator. In the event that these means are followed and performed viably, fire ground order will be built up effectively, which is in every case a lot simpler than attempting to play get up to speed after hoses are laid, stepping stools tossed, and organizations conveyed. Dynamic Risk Assessment That Would Have Been Implemented At the Scene Objectives were not effectively doled out. Consolidated order would have been a more noteworthy approach to handle administration obligations. No joint activity plan was evident. The Incident Commander was countering to advance as opposed to arranging forward. The Incident Commander had loads of components for a correct term of control. The Incident Commander was additionally really carrying on as security official. He was conceivable experiencing a data over-burden, which put him in a receptive, rather than a proactive, mode. The record doesn't uncover any assigned occurrence offices. The board of assets was lopsided and shallow. The IC evidently didn't welcome the peril of the situation to which he had coordinated Unit 620 for topping off, and the significance of the Red Flag Warning and its reality were not conveyed (Shelley, 2007). Further, obviously no wellbeing official was designated, and no security instructions was given to the firemen. Obligations of Various Public Agencies That Would Have Been Involved At Buncefield The approach should state which territory psychological well-being experts would have been assigned to give basic episode help to Buncefield Incident and clarified both their pre-and post-occurrence obligations. The emotional well-being experts job is significant and ought to have been presented unmistakably in the arrangement. For instance, emotional wellness experts could be called upon to give pre-episode instruction to upper-and mid-level administration or the whole staff. They could be accessible for counsel on an episode by-occurrence basis(Kirsch. 2006; 61-72). They could evaluate the requirement for proficient follow-up for representatives after a basic occurrence. In building up the strategy, individuals ought to consider receiving the Critical Incident Stress Management (CISM) process supported by the International Critical Incident Stress Foundation, which advances utilizing psychological well-being experts extraordinarily prepared in the emergency intercession field(Kirsch. 2006; 61-72). This preparation isn't a piece of the general psychological wellness educational program. In this manner, in looking for an emotional well-being proficient in your locale to offer types of assistance in case of a basic occurrence, don't stop for a second to pose inquiries about the people basic episode preparing and experience. A far reaching episode reaction plan deliberately bolsters the execution of crisis reaction plans and methodology (Kirsch. 2006; 61-72). It isn't planned to enslave those current reaction plans or methodology that give strategic direction and are office or resource explicit. The center ofthe occurrence reaction plan ought to be on characterizing what comprises an episode for the association and what is the relating notice procedure and reaction to the episode. Practical jobs, rather than individual names or titles, ought to be plainly characterized in the arrangement. The utilization of agendas and test reports ought to be utilized generously to ease undertakings and give direction during the reaction. Firemen are given a reenacted episode (ideally with a realistic portrayal) including an offices resource and react utilizing the association built up in occurrence reaction plan. Such bores are structured toâ€Å"stay in the room† and advance a typical comprehension of the components and collaboration essential for an organized reaction. At the opposite end ofthe range is the full counterfeit crisis work out. Like the table top drill, firemen utilize their emergency

A street car named desire †How do the play’s settings contribute to its dramatic effect? Essay

* The Kowalski’s level * It’s environmental factors * The more extensive American Context The play and its creator make one wonder; how does the outright appearance of environmental factors influence an audience’s sympathy to the dramatization that the play recognizably transmits? The play obviously needs emotional impacts to underwrite the story and furthermore to instigate and devour a group of people. On the off chance that, without the utilization of imprisoning sensational impacts from the environmental factors and controlling them into providing the story’s pressure, at that point it would at last not get the equivalent alluring response that is expected to enlighten the play. The portrayed thoughts of the prominent and transmitting title entices the crowd with certain reminiscent thoughts, yet are at last gone up against with a totally different idea of a darker and progressively emotional story line. The crowd can naturally detect this with the balance of the title with the despairing and ancient environmental factors of the old corner building, freeing a ‘atmosphere of decay’, disloyalty, self grasp, grotesqueness and demise. This complexity makes a strong clash between perfect measures the crowd had set themselves up to see. While the synchronization between ethnic gatherings and the lowering hints of the â€Å"blue piano† are heard in the initial scene, these just go about as a fa㠯⠿â ½ade for the difficulties that develop when Blanche Dubois shows up. It anesthetizes the â€Å"cosmopolitan† people’s observations while disguising Blanche’s genuine character. As should be obvious, the set comprises of the Kowalski’s level. This transmits the sensational pressure radiated from the choking and the consistency of the nearness of the characters. Anyway there is a drapery that limits the most extreme showdowns of the characters, yet this additionally frames a sensational impact since it is so insecure and the way that it could tear at whenever ensures an emotional impact. The starting scene finishes on a sensational and unsettling sincerity as the polka music upgrades a strained sudden time of slippery grieving. Music and interferences mean the greater part of the emotional impacts as they are the indications of dramatization, wherein the crowd can hear and feel the feelings of dread and handle it’s meanings through the specialty of tunes. Music is a significant job as it goes about as an impetus for Stanley’s unjustifiable tirade. The jazz music that streams from the radio exasperatingly urges Stanley to uncover his oppressive fierceness. With this we can see that Stanley falls again into the profundities of advancement and makes a sensational strain from the impact of the radio. The little white radio that Stanley flings out the window is a significant subject because of it agreeing with media. It is amusing in light of the fact that not at all like the regular part of media, that holds society and correspondence together, it is lost t hrough annoyance. The entering hints of a train reinforce the emotional impact by demonstrating a sensational strain. The train that ridiculously, unpredictably but cunningly discolors the exceptional circumstances between misuses, insurances a short opportunity, rendering the strained circumstances and the crowd and characters oblivious to hear or state anything, automatically ideal a sullied quietude about the zone of Elysian Fields and increase a sensational pressure because of its bewildering emotional impact. Outfit additionally has a significant influence in making emotional impacts all through the play. At the point when the manly round of poker, a game loaded with hazard, double dealing and chances emerge, the men wear brilliant silk bowling shirts which represent their raunchy, manly conduct. Essential hues represents the straightforwardness of the men’s musings and practices; lighting up wants, contempt and force. As opposed to this, Blanche dons white; a perfect outfit liberated from outrage, liberated from obligation, coerce and accused. It is devoured by silly impersonation jewelleries, attempting to parade what isn't there, making an emotional impact as should be obvious through this weak mask and unavoidably observe the office of her plummet. In scene four, the early morning â€Å"confusion of road cries† reflects and builds the ebbing strain, yet appears differently in relation to the opiate quietness that is; another day. Scene nine is annoyed with dubiously high acknowledge and serious sensational strains, because of a bright weave work of emotional impacts and story line. There is a crucial point in time when the crowd catches a sensational strain, when the yells of an old Mexican lady selling â€Å"Flores† are heard. Blanche cedes to her â€Å"regrets and recriminations,† disclosing to her rutted story of distress with the elderly person communicating her standard dispossessions, shaping with Blanche, one discourse of death. Once more, the music that was apparent all through the scene gets vociferous with the urgent need of opportunity, and the moderate, blue tune sets the emotional impact to a heart rendering offense.

Discussion questions-Managerial marketing Assignment

Conversation questions-Managerial advertising - Assignment Example e recent years, there are hardly any choices accessible to these organizations as a methods for looking to reintegrate with customers and give a positive brand picture. In any case, this ought not be comprehended to imply that these organizations are fundamentally annihilated and the picture is past recovery. Concerning the particular contextual investigation and the inquiry which was presented, it would be the decision of this specific understudy to coordinate with a somewhat expensive and broad effort to buyers. Though scarcely any organizations are happy to coordinate with such a methodology because of the way that it is extremely costly, it would be the contention of this understudy, speaking to a key partner inside Mattel, that such a methodology would at last receive long haul benefits because of the way that customers would have all feelings of dread that they may hold mitigated concerning the prescribed procedures that the firm can incorporate and the level to which it genuin ely considers the deficiencies of the past and looks decidedly towards the prizes and advancement of morals and duty later on. By looking to incorporate with shoppers dependent on these lines, a message and level of gratefulness for their business and absolution can at last be accomplished. Measurements should essentially be given to the partners inside the firm as a methods for urging them to grow the fundamental cash; in any case, it is the police of the understudy that once these measurements are given in the partners can see the drawn out remunerations that such a methodology could give, they will be more than ready to incorporate with such an open effort

Dangling Participles Examples

Dangling Participles Examples Dangling Participles Remember that a participle is a verbal that acts as an adjective in the sentence. Participles can be present participles, ending in "-ing", or past participles, ending in "-ed" or "-en". Because participles are adjectives, the modify a noun or pronoun in the sentence. A participle that is in the sentence but that does not modify a noun or pronoun in the sentence is called a dangling participle. Often, a dangling participle will occur at the beginning of a sentence. The sentence begins with a participle phrase, but then the subject of the sentence is not what that phrase is about. Remember that a participle must modify a word or words in the sentence. Examples of Dangling Participles: Examples of sentences with dangling participles, and their corrections: 1) Speeding through the tunnel, the station came into view. The station was not speeding through the tunnel. Correction: Speeding through the tunnel, the train approached the station. 2) Broken into pieces, I swept up the glass. The person was not broken into pieces. Correction: I swept up the cup, now broken into pieces. 3) Forgetting all about class, the weather was perfect at the beach! The weather did not forget all about class. Correction: Forgetting all about class, the friends enjoyed the perfect weather at the beach. More examples of sentences with a dangling participles: 1) Making my bed, the stuffed animals were on the floor. (the animals are not making the bed) 2) Petting his head, my dog enjoyed my company. (the dog is not petting his own head) 3) Wishing for a pony, the farm was a magical place for me. (the farm is not wishing for a pony) 4) Walking through the woods, the trees were magnificent. (the trees are not walking) 5) Freezing our hands off, the snow was fun to play in. (the snow is not freezing its hands off) 6) Reading quickly, the book was too exciting to put down. (the book is not reading quickly)

Concepts of Permanent Establishment (PE) - Free Essay Example

Sample details Pages: 5 Words: 1556 Downloads: 4 Date added: 2017/06/26 Category Finance Essay Type Analytical essay Did you like this example? Table of Contents Concepts of Permanent Establishment (PE) US: Effectively Connected Income German Domestic Definition of PE Legal analysis of given situations Situation 1a: run business directly with PE Situation 1b: run business with PE through a German GmbH Situation 2a: the sole trader holds the shares of a US corp. directly. Situation 2b: the sole trader holds the shares of a US corp. through a German GmbH. Steps of calculation Final results References Calculations: Concepts of Permanent Establishment (PE) US: Effectively Connected Income According to the US tax law, a foreign company is subject to US corporate tax on its à ¢Ã¢â€š ¬Ã‹Å"effectively connectedà ¢Ã¢â€š ¬Ã¢â€ž ¢ income if it à ¢Ã¢â€š ¬Ã‹Å"engaged in a trade or business within the United Statesà ¢Ã¢â€š ¬Ã¢â€ž ¢ this concept is much broader than the concept of permanent establishment.[1] However, the United States employed the PE concept in most of its treaties, which overrides the national law.[2] Thus, the PE concept is more relevant in international circumstances.[3] Income is said to be effectively connected if it is anchored in assets which are used or to be used in the US, and such activities of the US entity were related to core business.[4] Usually, all income that arises within the United States related to a trade or business is regarded as Effectively Connected Income (ECI), in case that the trade or business is conducted in the United States by a foreign person. This applies whether or not the income relates to the trade or business ta ken place in the United States, during the tax year. It is taxed at stated rates or lower treaty rate.[5] Don’t waste time! Our writers will create an original "Concepts of Permanent Establishment (PE)" essay for you Create order German Domestic Definition of PE According to domestic law (section 12 of the AO), à ¢Ã¢â€š ¬Ã…“a permanent establishment is a fixed place of business which serves the business activity of the company.à ¢Ã¢â€š ¬Ã‚ [6] The three main differences between the OECD Model Convention and domestic law concern warehouses, installation projects and agents.[7] In accordance with domestic law, warehouses are considered à ¢Ã¢â€š ¬Ã…“permanent establishmentsà ¢Ã¢â€š ¬Ã‚ , whereas the OECD Model views this otherwise because the activities of warehouses are regarded as auxiliary.[8] In line with domestic law, installation and construction projects may be considered a à ¢Ã¢â€š ¬Ã…“permanent establishmentà ¢Ã¢â€š ¬Ã‚  if their duration exceeds 6 months, whereas the duration stated in the OECD Model is 12 months.[9] While the OECD Model Convention focuses on dependent agents, and thus usually disregard independent agents, such as commissionaires as PEs, a à ¢Ã¢â€š ¬Ã…“permanent establishmentà ¢Ã¢â€š ¬Ã‚  u nder domestic law may also include independent agents.[10] Legal analysis of given situations Situation 1a: run business directly with PE Business income: in a no treaty situation, such income would have been subject to personal income tax in the US, and personal income tax in Germany. However, the US German tax treaty eliminated the German taxing right with article 23 paragraph 3 item a.[11] Personal tax burden in the US is calculated by fist determining the state tax obligation then subtracting the amount from the total taxable income to determine the tax base for federal personal income tax and then multiply it by the tax rate.[12] Situation 1b: run business with PE through a German GmbH Business income: in a no treaty situation, such income would have been subject to corporate income tax in the US, and personal income tax in Germany. However, the US German tax treaty eliminated the German taxing right with article 23 paragraph 2 item a.[13] Corporate tax burden in the US is calculated by fist determining the state tax obligation then subtracting the amount from the total taxable income to determine the tax base for federal Corporate income tax and then multiply it by the tax rate.[14] Dividends: subject to personal income tax in Germany. According to Article 29 paragraph 7 of GewStG, the dividend is deductible from the tax base of local business tax.[15] 60 percent of the dividend received by the sole trader is subject to personal income tax.[16] However, the sole trader may also opt for a reduced rate on all dividend, here this option is used.[17] Situation 2a: the sole trader holds the shares of a US corp. directly. Business income: since the subsidiary is a legal entity in the US, the income of the subsidiary should only be taxed in the US. Germany does not have taxing right so long as the profits are not distributed. Corporate tax burden in the US is calculated by fist determining the state tax obligation then subtracting the amount from the total taxable income to determine the tax base for federal corporate income tax and then multiply it by the tax rate.[18] Dividends: in a no treaty situation, such dividends would have been subject to dividend tax in the US, and personal income tax in Germany. However, with the existence of a treaty between US and Germany, article 10 paragraph 2 item b of the treaty should apply. In that case, the US government may charge up to 15 percent of the dividend.[19] According to article 23 paragraph 2 item b of the treaty, the dividend withholding tax should be given a tax credit when considering the tax burden in Germany.[20] Dividend is not subject to loca l business tax at the level of the sole trader.[21] Situation 2b: the sole trader holds the shares of a US corp. through a German GmbH. Business income: since the subsidiary is a legal entity in the US, the income of the subsidiary should only be taxed in the US. Germany does not have taxing right so long as the profits are not distributed. Corporate tax burden in the US is calculated by fist determining the state tax obligation then subtracting the amount from the total taxable income to determine the tax base for federal corporate income tax and then multiply it by the tax rate.[22] Dividends: in a no treaty situation, such dividends would have been subject to dividend tax in the US, corporate income tax in Germany and German personal income tax. However, with the existence of a treaty between US and Germany, article 10 paragraph 3 item a of the treaty should apply. Therefore, the taxes are not charged by the US authorities.[23] According to German tax code, the dividend paid to the German GmbH is tax exempt, however, 5 percent of which will be added back to the corporate income tax base as non-deductible busi ness expense.[24] 60 percent of the dividend received by the sole trader is also subject to personal income tax.[25] However, the sole trader may also opt for a reduced rate on all dividends, here this option is used. Dividend is not subject to local business tax at the level of the sole trader.[26] Steps of calculation Calculate State tax on business income, which is always 0 for Texas. The tax base of US federal tax is the amount of income net of state tax. The amount net of US taxes is the base of US withholding tax (if applicable) on dividends and German dividend tax/ income tax. In case of a German GmbH, 5% of the base is taxable at CIT rate. The net amount is the tax base of German PIT. Calculate the PIT and apply any tax credit if applicable. Final results Following these steps, one shall discover that the best strategy here is to invest directly in a US permanent establishment. This is because the CIT has to be taxed in the US and is not credited in any situation. Thus the only way to avoid economic double taxation is to have all taxes taxed at the level of the sole trader. References Germany (2006) Protocol amending tax convention with Germany: message from the President of the United States transmitting Protocol Amending the Convention Between the United States of America and the Federal Republic of Germany for the Avoidance of Double Taxation and the Prevention of Fiscal Evasion with Respect to Taxes on Income and Capital and to Certain Other Taxes, signed on August 29, 1989, signed at Berlin June 1, 2006 (the #034;protocol#034;), along with a related joint declaration, International Bureau of Fiscal Documentation (2004),IBFD, your portal to cross-border tax expertise,https://online.ibfd.org/document/cta_de_s_7. Reimer, E. (2011) Permanent establishments : a domestic taxation, bilateral tax treaty and OECD perspective, Alphen aan den Rijn[u.a.] Calculations: Situation 1a: US federal personal income tax base 100 US federal personal income tax 35% 35 Total tax burden 35 Situation 1b: US federal corporate tax base 100 US federal corporate income tax 35 Amounts paid to German GmbH 65 Dividend paid to sole trader 65 German personal income tax25% 16.25 Tax burden 51.25 Situation 2a: Taxable income in US 100 US corporate tax 35 Dividend paid to sole trader100-35 65 US dividend tax under treaty15% 9.75 Tax base in Germany 65 PIT 25% 16.25 Tax Credit 9.75 Personal tax 6.5 Tax burden 51.25 Situation 2b: Taxable income 100 -US corporate tax35% (no state tax in Texas) 35 Dividend paid to German GmbH 65 CIT taxable income 5% 3.25 -German corporate tax 25% 0.8125 Tax base for German Personal income tax 64.1875 German personal income tax 25% 16.046875 Tax burden 51.859375 1 [1] See Reimer (2011) pp. [2] See Reimer (2011) pp. [3] See Reimer (2011) pp. [4] [5] [6] International Bureau of Fiscal Documentation (2004) [7] International Bureau of Fiscal Documentation (2004) [8] International Bureau of Fiscal Documentation (2004) [9] International Bureau of Fiscal Documentation (2004) [10] International Bureau of Fiscal Documentation (2004) [11] See Germany (2006) pp. [12] International Bureau of Fiscal Documentation (2004) [13] See Germany (2006) pp. [14] International Bureau of Fiscal Documentation (2004) [15] International Bureau of Fiscal Documentation (2004) [16] International Bureau of Fiscal Documentation (2004) [17] International Bureau of Fiscal Documentation (2004) [18] International Bureau of Fiscal Documentation (2004) [19] See Germany (2006) pp. [20] See Germany (2006) pp. [21] International Bureau of Fiscal Documentation (2004) [22] International Bureau of Fiscal Documentation (20 04) [23] See Germany (2006) pp. [24] International Bureau of Fiscal Documentation (2004) [25] International Bureau of Fiscal Documentation (2004) [26] International Bureau of Fiscal Documentation (2004)

The Average Cost Of Tuition - 1684 Words

The average cost of tuition at a public four-year university has risen significantly more than inflation in the past forty years. With growing tuition rates and decreasing median household income a question arises of how new college graduates will pay their substantial student loans. While seventy percent of college students are forced to take out student loans there’s no question the majority of graduates will be paying for their education over a long period of their life. Student loan debt is also at an all time high in the United States, with a staggering $1.4 trillion dollars of debt solely for student loans. Current presidential candidates are campaigning to lower college tuition and student loan debt, while others are campaigning to offer free public community college and university education. These ideas are not free and they will cost the United States millions of dollars per year to fund. Higher education is a staple of what makes America so great, but if colleges and universities are charging too much the new generation of American citizens will not be able to afford getting the education they deserve. The cost of higher education in the United States needs to stop rising so much and be at an appropriate price where getting a college education is something that’s practical for every citizen. Student loan debt is currently at an all time high in the United States, 1.4 trillion American dollars is currently owed to the government and other financial aidShow MoreRelatedThe Average Cost Of Tuition1730 Words   |  7 PagesThe average cost of tuition is now higher than â€Å"the income of 99% of Americans† (Jasty). College education is the backbone of many different careers, and without it certain skill sets would be more inaccessible to the public, causing it to be an interference of learning. 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Antecedents and Impact of Social Connectedness †MyAssignmenthelp

Question: Discuss about the Antecedents and Impact of Social Connectedness. Answer: Introduction: The purpose of the given article used to describe the importance of social media as a tool of communication for business stakeholders. Researchers of the article surveyed 227 businesses professional to understand the importance of social media as a major tool of business communication. It is important to note that with the introduction of social media in the current age, the communication process in the global society has changed dramatically within few years. The article has also focused on the fact that with an introduction of social media, people have started to use the same more frequently than email. It has therefore focused on the themes related to the innovation in the existing business communication channels. With the help of actual and statistical data, the writer of the article has provided enough evidence to support the fact that social media is indeed becoming popular in the current age. Nevertheless, the major challenge the initial stage is due to the fact that in order to implement the social media as a communication tool it is important for the business professionals to have highly developed technological infrastructure. This is considered to be one of the major challenges for all business professionals, as they have to invest more amounts. The article also highlighted up on the importance of effective business communication, which is considered to be a major marketing tool. The culture of workplace clarity is also mentioned in the given context that will help in detailed information that has been provided through the background of technological adaptation. Background information has produced the history of social media network, which was initiated by the introduction of Face book and MySpace. Many researchers have agreed to the fact that with the help of effective use of social media it was possible to popularize form of digital marketing. The adaptation of public social networking platforms has been represented in graphical form, which has helped the Reader to understand the frequency in flow of traffic. It can also be said that with the help of social networking platform it was possible for the business professional to easily connect with wide range of audience. This was an important topic for social media researcher s. It is also important to note that the article has also highlighted up on the negative and positive effects of social media network as a tool of Business Communication. In order to collect data for the research, the investigators have used the survey method. In order to maintain unbiased stance, investigators ensure that data from all sector of business are collected. Collected data is analyzed with the help of statistical tools, which help to bring about the conclusion related to the actual scenery of using social media in business communication. The major themes that can be concluded from the given article include the fact that of the rich social communication media that are used for the purpose of accessing enterprise SNPs. It is however, important for the management to focus on traditional mode of communication that can help to build strong workplace culture for business operations. This type of conversation is needed to have effective team working environment with an organization. The team managers of an organization also need to incorporate the use of digital media as a part of the social media communication. Effective business cultural communication therefore needs to include the elements of both traditional and innovative digital forms of communication. Current article has focused on the importance of social media during the emergency situations. In the period of crisis, social media websites are used as a source of important information sharing modes. The use of social media has mainly become popular due to the fact that it is readily possible to transfer information for effective public communication. The major themes that have been used in the article include the elements of communication are needed during the time of crisis. The culture of optimized information needs to be incorporated during the time of crisis. The quality of information that is spread through the social media network is also essential as it can cause miscommunication within the public domain. Hence, the major themes in the given article include the elements and mode of communication that are used during the period of crisis for swift information access. The students used the social media network for spreading of information need to accurately analyze the same and understand the situation. The major issue that has been raised in the given article is associated with the fact that most of the essential activities that are done within the social media need to be analyzed. This will help to ensure that there are no forms of false information that are being spread during the time of crisis. It is the duty of the individual who post important information in the social media to ensure that the deliver only quality and correct information. The given article uses the problem-based learning method in order to describe the teaching processes that are used for the students. This method is divided into two parts. The primary and the first part aims to provide information of the education tools that are used within the forum. It is important for the student to work in groups in order to collect the information that will be posted on the social media network. The second part of the activity the student will post the information on social media website, which will be published in the public domain for mass awareness about any particular subject. The information that is used in the public domain server that from Mini lectures related to Healthcare activities and public management. It is also ultimately important to measure the student learning assessment, which is required together necessary information. The paper ultimately concludes by highlighting on importance of social media in spreading information to the students. Nevertheless, it is essential for the educators to ensure that all respective domains of social media websites are used for speeding quality information. It is also important to aware of the negative consequences that can compromise upon the quality of education and information that are being published in the public domain. The article has also provided detail picture of various social media websites, which are being used by various students across different universities. The educators in respective domains need to be aware of the uses of social media the context of the current situation. Both are article in the given study has focused on the uses and importance of social media in public life of modern days. According to Kgler et al. (2015), with the popularization of digital age, the social media has become an important tool of public communication and source of spreading essential information. The ease of using the social media has helped to spread the popularity of the same among all sections of the society. The tool of social media has indeed become one of the popular sources of communication and connects with the public domain. This is therefore used by Business professionals to connect with the public. Hence it is believed to be one of the effective tools that are used by Business professionals in most of the marketing activities. It will be possible for the business managers to easily communicate with their target group of customers. The second article focuses on the importance of education, which can also be enhanced with implementing the tool of social media. Nevertheless, it is one of the ethical duties of the educators to ensure that quality and correct information are being spread through social media. Chin et al. (2015), have highlighted it up on few of the negative consequences of social media which are in match with the second article. This includes spreading of false or fake information that can cause miscommunication within the public domain. There are also negative consequences of social media in business communication which include spreading of false information that can ultimately cause loss of reputation in brands. The employees can misuse of social media in order to leak essential classified company information to the public domain. This can be one of the major financial risks that are faced by most of the private organization of modern days. It is therefore important to have proper authorization about the uses of social media by every business organizations. Proper monitoring system also should be included in order to ensure that only correct and important information is being published in the public domain. The similar consequence and circumstance are faced by the education sector, which uses social media in order to connect with the students. In case of teaching process, the major negative consequence of social media is due to the addiction with the same. In most of the cases, the students can also misuse social media websites in order to spread unnecessary information. It can also be concluded that in order to make proper uses of social media both in education and business sector it is important to have proper technological infrastructure. Hence, high levels of investments are required in order to ensure that there is proper usage of the technological media. It is also important to ensure that the public is aware of both positive and negative consequences of using social media for important purposes. Proper precautions need to be taken in order to avoid all forms of risks and negative consequences that are associated with the usage of social media. The future technological revolution and development are highly dependent on the degree up to which, the public can accept the social media. Reference Ross, K., Taylor, M. and Fitzgerald, M., 2015. Teaching students involved in emergency management how to use social media effectively. Australian Journal of Emergency Management, The, 30(4), p.21. Chin, C.P.Y., Evans, N., Choo, K.K.R. and Tan, F.B., 2015, July. What Influences Employees to Use Enterprise Social Networks? A Socio-Technical Perspective. In PACIS (p. 54). Kgler, M., Dittes, S., Smolnik, S. and Richter, A., 2015. Connect Me! Antecedents and impact of social connectedness in enterprise social software. Business Information Systems Engineering, 57(3), pp.181-196.

Old Man and the Sea Essay Example

Old Man and the Sea Paper Matthew Goodrich Mr Call 16,9, 2012 Old Man and The Sea Essay The Old Man and The Sea was one of the last great works of Ernest Hemingway and was written as a way to come to terms with his old age. A hero is defined as a man who is of distinguished courage or admired for his ability and brave deeds. The Old Man mirrors Hemingway’s ideal man, who is coming into his old age. Ernest Hemingway was born on July 21st 1899 and was an American author and journalist. His writing style was severely under rated. His adventurous life greatly influenced later generations. Hemingway produced most of his works during the 1920s and 50s. He wrote seven novels, six short stories, and two non-fiction works. Several books of his were published after death. Many of his works are considered American Classics in literature. The Old Man is a kind, confident and determined man. Although Santiago is old, he asserts himself through fishing by imbuing his acts with a brotherly love and a desire to remain stoic no matter his hard ships. While the Old Man lives in relative seclusion, he gives his life meaning through fishing. He creates this meaning by imbuing his work with a brutally intense focus. We will write a custom essay sample on Old Man and the Sea specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Old Man and the Sea specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Old Man and the Sea specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Santiago’s determination and perseverance that he infuses within the various tasks that he has before him helps Santiago accomplish his goals. Without his focus he would never have prevailed against the mako and shovel nosed sharks. This is apparent when during the night, Santiago awaits the next wave of sharks and begins to wonder, â€Å"what can I think of now? Nothing. I must think of nothing and wait for the next ones†[111]. Santiago’s focus facilitates the progress of his accomplishments; but also defines himself as a character and a code hero. Santiago is an accomplished fisherman with a great capacity for determination and passionate focus, which affirms his beliefs and breaths meaning into the chaotic world that he has been thrown into. The Old man has no next of kin and his only true friend is the boy, Manolin. This lack of outside relationships allows for Santiago to become more focused and determined. Which is the definitive aspect of Santiago as a human being and as a fisherman. This is most apparent when The Old Man states, â€Å"You were born to be a fisherman as the fish were born to be fish†[105]. While the old man is a focused and determined person he finds the balance between life and death in all of nature. He respects nature and treats every aspect of it with a brotherly compassion. Santiago respects the struggles of others, especially the struggle between man and beast. The respect that Santiago gives others is also filled with a burning compassion. While battling the marlin, The Old Man regularly refers to the fish as â€Å"brother† this shows a true sense of empathy towards his brother, the marlin. An Important factor in Santiago’s struggle is that he does not treat the marlin as a foe but as a comrade whom he must battle in order to survive. Although Santiago regrets that he must kill the noble marlin in order to survive. Battling the marlin brings Santiago great joy but he respects the fish’s desire to survive: â€Å"You are killing me, fish, the old man thought. But you have a right to. Never have I seen a greater, or more beautiful, or a calmer or more noble thing than you, brother. Come on and kill me. I do not care who kills who† [92]. The marlin is a noble and powerful fish but Santiago finds beauty and grace in even those who seek to prey upon him. Although the shark preys upon Santiago, he still respects the shark’s powerful nature and speed. Santiago comments on his beauty and features similar to the marlin. Which is in stark contrast to the marlin. Respecting the balance between life and death is an important quality of Santiago’s as well as a code hero. The Old Man respects nature but also fills the world around him with his ideals and beliefs. Santiago remains stoic during tumultuous times. He finds himself remaining calm and treating his body as a tool rather a part of his self. While battling the marlin, The Old Man’s hand begins to cramp. He quickly reprimands his hand for failing him at such a pivotal point in his battle. Remaining detached is an important quality of Santiago’s as well as an important quality in Stoicism. Stoicism is a school of thought, which held the principles of logical thought, and allowed for destructive emotions and painful or primal feelings to be filtered out. Along with filtering out primal emotions stoicism requires intense focus and physical determination. After Santiago’s rest during the night, he pulls his hand from the sea to see if it had healed and he feels a searing pain in his hand and then tells himself that, â€Å"pain does not matter to a man†[84]. This defines the Old man’s entire struggle, the elimination of pain in the face of insurmountable odds. Many Hemingway heroes display stoic qualities such as Robert Jordan in Whom The Bell Tolls who fought in The Spanish Civil War on the republican side. The qualities of Santiago mirror that of many Hemingway heroes who represent Stoicism, Determination, and the respect of nature. Santiago is old and alone but he gives his life meaning through fishing and respecting nature, while remaining a stoic individual. The Old man affirms his beliefs and who he is as a person by focusing on fishing. He respects the natural world and equates nature to other human beings. Stoicism is an important quality of Santiago’s and helps him in his goals as a fisherman. Santiago is an important Hemingway hero and clearly represents all the aspirations and ideals of Ernest Hemingway.

Environmental Racism essays

Environmental Racism essays There is a political theory of justice that was created by John Rawls that states, that all rational members of society in the original position should make decisions. Rawls called this method as a veil of ignorance. This is used as an instrument to make decisions in developing local projects. In the United States there is a spectacle called NIMBYism, which stands for Not-In-My-BackYard. This is when a group of a local community members protest about developments or a certain development in their community. NIMBYism could be a good or bad spectacle, which depends on what activities are suspended because of it. A bad view of this would be if there were no developments. Then there wouldnt be any supermarkets to do your food shopping or playgrounds for the children to play in. The good side to NIMBYism would be if they were planning to build a toxic dump near the community and the protest prohibited it. Now what would happen if all of sudden all of this toxic dumps ended up in minority communities? Well, if the community members didnt protest and just let the dump be build then thats their problem. But, if the members did protest and the development continued then that would be environmental racism. Just look at Garfield compared to Passaic; when Im driving through Garfield the houses are all nice and clean looking but when I cross the Passaic River to Passaic youll notice the roads full of pot-holes, all the garbage on the street, and a lot of dirty factories. Garfield is full of white, Italian, and Polish middle-class families while Passaic is full of Black, Mexican, Peruvian, and Puerto Rican low and middle-class families. Only because Passaic has this image of being a town full of drugs, crime, and immigrants, that dont know any English, that its okay to leave this once beautiful town in ruins, make more developments, or in some cases no developments at all. ...

Mass migration from rural to urban areas Essay Example | Topics and Well Written Essays - 1250 words

Mass migration from rural to urban areas - Essay Example In China, the particular phenomenon, has led to the transformation of the country’s existing social and economic characteristics. It should be noted that in China, mass migration is rather a recent activity; indeed, it was just after the 1970s that the initial trends for mass migration towards Chinese cities were identified (Zhou 2009). The changes on the common political and social structure are just part of this activity. As in all countries worldwide, in China mass migration has been a continuous expanding phenomenon, quite difficult to be controlled. In accordance with the literature published in the particular field, the positive effects of mass migration in China have been combined with certain drawbacks, a fact which is made clear in cities across the country. The environmental challenges of the specific activity, as explained below, lead to the assumption that mass migration in China should be closely monitored as threatening the country’s natural environment. T he introduction of appropriate measures could help to the transformation of mass migration in China to a proactive social and economic activity; the damages of this activity on the country’s environment could be also reduced, even in the long term. 2. Mass migration in China – benefits and drawbacks 2.1 Economic, social and political benefits of mass migration from rural to urban areas in China – comparison to the negative effects of this activity The development of Chinese urban areas has been highly supported by the rural population. In accordance with Zweig (1997) because of the needs of rural construction thousands of male farmers have been relocated to cities; their income has been increased and their lifestyle has been changed (Zweig 1997, p.20). Through this process, the structure of workforce in the country’s rural areas has been changed – the percentage of women in the labour workforce of these areas has been increased, a fact that led to the transformation of social life in these regions. The development of mass migration in China resulted to the following economic and social benefits: a) the urban areas of the country were highly developed, b) the economic performance of the country was improved; the services sector – mainly developed in ur ban areas – was improved, along with the manufacturing sector, supporting the country’s growth, c) the living conditions of people were improved – especially in terms of medical support, education and leisure (Ping 2004). However, gradually, mass migration in China has led to the change of employment prospects in the country’s cities. In the past, the level of unemployment in Chinese cities was relatively low – due to the lack of sufficient workforce; however, today, the prospects for work in large Chinese cities have been reduced. This phenomenon is described in the study of Yeh et al. (2011) where reference is made to the increase of street vending in Chinese cities, as a result of the increase of unemployment. It is explained that the labour surplus in Chinese cities has led to the development of the particular mode of work, at such level that today street vending has become ‘the occupation of the 4% of the entire employed populationâ€⠄¢ (Yeh et al. 2011, p.30). The above phenomenon reflects the economic turbulences related to mass migration in China; it also shows the potential effects of mass migration on society. Because of mass migration, a significant part of the population has been led to choose modes of work that offer a low quality of life, such

The Image of Chinese and Japan Dragons Term Paper

The Image of Chinese and Japan Dragons - Term Paper Example The extent of the power of this mysterious creature was such that it was considered as the god of rain, thunder, rainbow, and stars. China being an agro-based society, entirely dependent upon the environment and climate for communal wellbeing, it was the dragon that was worshipped so that sufficient food would be provided. For thousands of years, this custom sustained. The dragon was worshipped and more and more deification was bestowed upon it from being the bringer of joy to bringing prophecies and miracles. The dragon was made into an exclusive symbol of imperial majesty by the emperors. They also compared themselves with the dragons. There was a robust punishment for those who used the dragon as a symbol intentionally or unintentionally. This meant that the ruler was being offended hence the punishment for the offender was death (Dragon). A series of changes have transformed the image of a dragon and it is now more mighty and beautiful. Initially, its illustration on primitive br onze ware was portrayed as ferocious and mysterious. However, during the Han Dynasty, it became magnificent and unrestrained. Moreover, the image of the dragon was personalized as gentle, tame and graceful during the reign of Tang. Nevertheless, it was after the Song Dynasty onwards that it was portrayed as more flowery and delicate. These dragons are found in various different colors. They range from yellow to black, blue, white or red. The most revered was the yellow one because of which each emperor wore a gown that was decorated with a yellow patterned dragon. The basics behind these dragons remain the same despite the differences. This is because people are familiar with the combination of the features of animals. The protruding head of a dragon signifies wisdom, however, longevity is shown by the antlers. According to the imperial examination, the ox’s ears denote success. The tiger’s eyes indicate power, bravery is conveyed by the eagle’s claws, flexibili ty is implied by the fish’ tail and diligence is shown by the horse’s teeth.  

The Three Most Important Parts of .NET Platform Essay Example for Free

The Three Most Important Parts of .NET Platform Essay â€Å"The . NET Framework is an integral Windows component that supports building and running the next generation of applications and XML Web services. † (MSDN) The objectives of the . NET framework include providing a consistent environment for local and remote execution, minimizing deployment and versioning conflicts, ensuring consistent performance across Windows and Web based applications, and promoting industry standard code that easily integrates with any other code. The three key parts in the . NET framework that make these possible are: ? Common Language Runtime ? Base Class Library ? Assemblies Parts of the . NET Framework Common Language Runtime The Common Language Runtime (CLR) manages systems services such as memory management, code execution, compilation, and code safety verification. The CLR is at the heart of interoperability by providing a common environment for different codes to run. â€Å"The incorporation of ‘language’ features into a common language runtime, rather than a particular language, allows languages to freely interoperate within the overall . NET platform. † (Sessions) The CLR provides a secure and robust environment for execution, multi-language support, simplified development and deployment. To provide the required functionality, the CLR provides cross-language integration, cross-language exception handling, support for different versions, deployment support, and debugging and profiling services. (MSDN) One of the major strides that has been made with the introduction of the . NET platform is the feature of language independence. This means that any . NET-enabled language can be used to create code, and can be integrated with other parts of the program. This functionality is achieved by . NET through the use of an Intermediate Language into which all source codes are converted to provide a common basis for execution. The CLR employs a Just-In-Time compilation (JIT) process that includes only those parts of the code that are required at runtime to be compiled. The JIT includes a feature of caching that allows it to re-use code that is used more than once within a program, making the process faster and more efficient. (Evjen et al. 8) The CLR uses metadata that keeps track of the types, members and references within the code. All common runtime executable versions contain the metadata, which tells the program where to look for classes and helps if to manage memory, enforce security and generate native code. The CLR makes it possible to share classes and methods across languages, using a common type system that is defined during runtime. (Evjen et al. 9) The metadata enables the code to run as â€Å"managed code†, which runs under the CLR following the rules set by it. This ensures that the services mentioned earlier such as code-access security, lifetime control of objects and memory management, and cross-language integration of code can be provided by the CLR. From the above it can be seen that the Common Language Runtime is basic to some of the major breakthroughs in the . NET environment, and is therefore, a very important part of it. Base Class Library The second major part of the . NET framework is the Base Class Library. The Base Class Library contains classes and types that expedite the development process, as well as allow the sharing of these, to provide easy and common means for accessing system functionality, and execute common tasks. The . NET types conform to Common Language Specifications that apply to all . NET enabled languages. This makes it possible to write code in any of these languages using these types. This represents one of the major contributions to interoperability between languages, which is at the heart of the . NET approach. Thus Base Class Library forms the second most important part of the . NET framework. The . NET framework provides a number of abstract and concrete classes that make it possible to write powerful programs in any one or a combination of the supported languages. The framework also provides a rich repertoire of interfaces. The rich functionality provided by the interfaces can be used by either using an existing class that implements these interfaces and by deriving a user defined class from them, or can be implemented by creating a class that implements these interfaces. The . NET applications, controls and components depend on the type definition, which is one of the constituents of the Base Class Libraries. This enables the framework to handle various functions such as encapsulating data structures, perform I/O and invoke security checks. (MSDN) From the above it can be seen that much of the functionality of the . NET framework is derived from, and is dependent on, the Base Class Libraries. Assemblies As we have seen, the Common Language Runtime and the Base Class Libraries represent the bases on which the crucial and differentiating features of the . NET framework are built. These provide a common framework for developing the application. The next most important aspect of an application is to run it. This is facilitated by Assemblies. â€Å"Assemblies are the building blocks of . NET Framework applications; they form the fundamental unit of deployment, version control, reuse, activation scoping, and security permissions. † (MSDN). The Assemblies contain resources and types that are required at runtime. The Common Language runtime is possible because of Assemblies, because they provide vital information that makes the runtime application aware of the types and other resources used. This makes it possible to run an integrated application that contains diverse codes written in a variety of CLR-enabled languages. The Assembly contains code that the common language runtime executes. The Intermediate Language code depends on associated assemblies to be executed. Thus the Assemblies are fundamental to the . NET framework, and allow the parts to function at runtime. For this reason, they represent the third most critical part of the . NET framework. Conclusion The . NET framework is distinguished by its ability to integrate and run code written in a variety of languages, and to operate the system securely and consistently under different environments such as remote and local execution. These features have become possible because of the three essential parts of the framework, namely the Common Language Runtime, Base Class Libraries, and Assemblies. Works Cited 1. Evjen, Bill, et al. Visual Basic . NET Programming Bible. New Delhi: Wiley Dreamtech India (P) Ltd. , 2004. 2. MSDN. 2007. Overview of the . NET Framework. Microsoft Corporation. 22 March 2007. http://msdn2. microsoft. com/en-us/library/a4t23ktk. aspx 3. Sessions, Roger. 28 March 2001. J2EE versus the . NET Platform: Two Visions for E-Business. ObjectWatch, Inc. 22 March 2007. http://www. objectwatch. com/FinalJ2EEandDotNet. doc

Intellinex, LLC :: essays research papers fc

Executive Summary Intellinex LLC is an eLearning company that was recently spun off from its parent Ernest & Young LLP. At its inception Intellinex claimed to be one of the largest eLearning providers. They have an aggressive strategy to take advantage of the consolidating eLearning market and become a "one-stop" provider of all eLearning services for their clients. Their focus is on creating customized training for clients and helping them to implement and maintain their on-line courses. Products and services are geared toward large companies that spend approximately $1 million on their eLearning projects; not individuals or small companies. They have asserted a strenuous goal of $100 million revenue in the first year of business. Company Background Intellinex LLC is an eLearning provider of â€Å"one-stop learning solutions that are faster, lower in cost, more flexible, and more convenient than traditional classroom training,† (www.intellinex.com). Ernst & Young LLP launched their wholly owned eLearning venture, Intellinex LLC, on October 5, 2000. Ernst & Young was the first of the â€Å"Big 5† firms to create an operating company that offers eLearning services. With less than a year of experience practicing business on their own, much of the background information for Intellinex stems from their internal work with Ernst & Young prior to the spin off. Their parent had already seen the light of eLearning and began creating training that â€Å"focused on everything a young audit person would need when first starting their career†. Almost all Ernst & Young employees had begun taking eLearning courses through a unit now known at Intellinex. They found that it was less expensive to train them onl ine than to fly them to training centers for multiple courses. Due to Year 2000 concerns, Ernst & Young changed its curriculum-development procedures and what previously took 200 hours to create 1 hour of online training now takes 20 hours. (Walsh 2) Intellinex was able to take advantage of this change. Ernst & Young already had more than 40 clients receiving eLearning services using this unit. Ernst and Young will continue to use Intellinex for internal training through a third party agreement. (Howell 2) Ernst & Young’s decision to separate from its online corporate training department was in hopes of increasing the unit’s profitability by acquisitions. Intellinex started with more than 400 employees and five major locations. Their focus was providing customized training for clients through satellite, desktop web casting, streaming video, and web-based courses. Intellinex, LLC :: essays research papers fc Executive Summary Intellinex LLC is an eLearning company that was recently spun off from its parent Ernest & Young LLP. At its inception Intellinex claimed to be one of the largest eLearning providers. They have an aggressive strategy to take advantage of the consolidating eLearning market and become a "one-stop" provider of all eLearning services for their clients. Their focus is on creating customized training for clients and helping them to implement and maintain their on-line courses. Products and services are geared toward large companies that spend approximately $1 million on their eLearning projects; not individuals or small companies. They have asserted a strenuous goal of $100 million revenue in the first year of business. Company Background Intellinex LLC is an eLearning provider of â€Å"one-stop learning solutions that are faster, lower in cost, more flexible, and more convenient than traditional classroom training,† (www.intellinex.com). Ernst & Young LLP launched their wholly owned eLearning venture, Intellinex LLC, on October 5, 2000. Ernst & Young was the first of the â€Å"Big 5† firms to create an operating company that offers eLearning services. With less than a year of experience practicing business on their own, much of the background information for Intellinex stems from their internal work with Ernst & Young prior to the spin off. Their parent had already seen the light of eLearning and began creating training that â€Å"focused on everything a young audit person would need when first starting their career†. Almost all Ernst & Young employees had begun taking eLearning courses through a unit now known at Intellinex. They found that it was less expensive to train them onl ine than to fly them to training centers for multiple courses. Due to Year 2000 concerns, Ernst & Young changed its curriculum-development procedures and what previously took 200 hours to create 1 hour of online training now takes 20 hours. (Walsh 2) Intellinex was able to take advantage of this change. Ernst & Young already had more than 40 clients receiving eLearning services using this unit. Ernst and Young will continue to use Intellinex for internal training through a third party agreement. (Howell 2) Ernst & Young’s decision to separate from its online corporate training department was in hopes of increasing the unit’s profitability by acquisitions. Intellinex started with more than 400 employees and five major locations. Their focus was providing customized training for clients through satellite, desktop web casting, streaming video, and web-based courses.

Coke N Pepsi

CASE 1? 3 Coke and Pepsi Learn to Compete in India THE BEVERAGE BATTLEFIELD In 2007, the President and CEO of Coca-Cola asserted that Coke has had a rather rough run in India; but now it seems to be getting its positioning right. Similarly, PepsiCo’s Asia chief asserted that India is the beverage battle? eld for this decade and beyond. Even though the government had opened its doors wide to foreign companies, the experience of the world’s two giant soft drinks companies in India during the 1990s and the beginning of the new millennium was not a happy one.Both companies experienced a range of unexpected problems and dif? cult situations that led them to recognize that competing in India requires special knowledge, skills, and local expertise. In many ways, Coke and Pepsi managers had to learn the hard way that â€Å"what works here† does not always â€Å"work there. † â€Å"The environment in India is challenging, but we’re learning how to crack it, † says an industry leader. THE INDIAN SOFT DRINKS INDUSTRY In India, over 45 percent of the soft drinks industry in 1993 consisted of small manufacturers. Their combined business was worth $3. million dollars. Leading producers included Parle Agro (hereafter â€Å"Parle†), Pure Drinks, Modern Foods, and McDowells. They offered carbonated orange and lemon-lime beverage drinks. Coca-Cola Corporation (hereafter â€Å"Coca-Cola†) was only a distant memory to most Indians at that time. The company had been present in the Indian market from 1958 until its withdrawal in 1977 following a dispute with the government over its trade secrets. After decades in the market, Coca-Cola chose to leave India rather than cut its equity stake to 40 percent and hand over its secret formula for the syrup.Following Coca-Cola’s departure, Parle became the market leader and established thriving export franchise businesses in Dubai, Kuwait, Saudi Arabia, and Oman in the Gulf, along with Sri Lanka. It set up production in Nepal and Bangladesh and served distant markets in Tanzania, Britain, the Netherlands, and the United States. Parle invested heavily in image advertising at home, establishing the dominance of its ? agship brand, Thums Up. Thums Up is a brand associated with a â€Å"job well done† and personal success.These are persuasive messages for its target market of young people aged 15 to 24 years. Parle has been careful in the past not to call Thums Up a cola drink so it has avoided direct comparison with Coke and Pepsi, the world’s brand leaders. The soft drinks market in India is composed of six product segments: cola, â€Å"cloudy lemon,† orange, â€Å"soda† (carbonated water), mango, and â€Å"clear lemon,† in order of importance. Cloudy lemon and clear lemon together make up the lemon-lime segment. Prior to the arrival of foreign producers in India, the ? ht for local dominance was between Parle’s Thums Up and Pure Drinks’ Campa Cola. In 1988, the industry had experienced a dramatic shakeout following a government warning that BVO, an essential ingredient in locally produced soft drinks, was carcinogenic. Producers either cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 10 had to resort to using a costly imported substitute, estergum, or they had to ? nance their own R&D in order to ? nd a substitute ingredient. Many failed and quickly withdrew from the industry.Competing with the segment of carbonated soft drinks is another beverage segment composed of noncarbonated fruit drinks. These are a growth industry because Indian consumers perceive fruit drinks to be natural, healthy, and tasty. The leading brand has traditionally been Parle’s Frooti, a mango-? avored drink, which was also exported to franchisees in the United States, Britain, Portugal, Spain, and Mauritius. OPENING INDIAN MARKET In 1991, India experienced an economic crisis of exceptional severity, t riggered by the rise in imported oil prices following the ? rst Gulf War (after Iraq’s invasion of Kuwait).Foreign exchange reserves fell as nonresident Indians (NRIs) cut back on repatriation of their savings, imports were tightly controlled across all sectors, and industrial production fell while in? ation was rising. A new government took of? ce in June 1991 and introduced measures to stabilize the economy in the short term, then launched a fundamental restructuring program to ensure medium-term growth. Results were dramatic. By 1994, in? ation was halved, exchange reserves were greatly increased, exports were growing, and foreign investors were looking at India, a leading Big Emerging Market, with new eyes.The turnaround could not be overstated; as one commentator said, â€Å"India has been in economic depression for so long that everything except the snake-charmers, cows and the Taj Mahal has faded from the memory of the world. † The Indian government was viewed a s unfriendly to foreign investors. Outside investment had been allowed only in high-tech sectors and was almost entirely prohibited in consumer goods sectors. The â€Å"principle of indigenous availability† had speci? ed that if an item could be obtained anywhere else within the country, imports of similar items were forbidden.As a result, Indian consumers had little choice of products or brands and no guarantees of quality or reliability. Following liberalization of the Indian economy and the dismantling of complicated trade rules and regulations, foreign investment increased dramatically. Processed foods, software, engineering plastics, electronic equipment, power generation, and petroleum industries all bene? ted from the policy changes. PEPSICO AND COCA-COLA ENTER THE INDIAN MARKET Despite its huge population, India had not been considered by foreign beverage producers to be an important market.In addition to the deterrents imposed by the government through its austere tr ade policies, rules, and regulations, local demand for carbonated drinks in India was very low compared with countries at a similar stage of economic development. In 1989, the average Indian was buying only three bottles a year, compared with per-capita 8/27/10 1:58 PM Cases 1 An Overview consumption rates of 11 bottles a year in Bangladesh and 13 in Pakistan, India’s two neighbors. PepsiCo PepsiCo entered the Indian market in 1986 under the name â€Å"Pepsi Foods Ltd. n a joint venture with two local partners, Voltas and Punjab Agro. † As expected, very stringent conditions were imposed on the venture. Sales of soft drink concentrate to local bottlers could not exceed 25 percent of total sales for the new venture, and Pepsi Foods Ltd. was required to process and distribute local fruits and vegetables. The government also mandated that Pepsi Food’s products be promoted under the name â€Å"Lehar Pepsi† (â€Å"lehar† meaning â€Å"wave†). For eign collaboration rules in force at the time prohibited the use of foreign brand names on products intended for sale inside India.Although the requirements for Pepsi’s entry were considered stringent, the CEO of Pepsi-Cola International said at that time, â€Å"We’re willing to go so far with India because we want to make sure we get an early entry while the market is developing. † In keeping with local tastes, Pepsi Foods launched Lehar 7UP in the clear lemon category, along with Lehar Pepsi. Marketing and distribution were focused in the north and west around the major cities of Delhi and Mumbai (formally Bombay). An aggressive pricing policy on the one-liter bottles had a severe impact on the local producer, Pure Drinks.The market leader, Parle, preempted any further pricing moves by Pepsi Foods by introducing a new 250-ml bottle that sold for the same price as its 200-ml bottle. Pepsi Foods struggled to ? ght off local competition from Pure Drinks’ C ampa Cola, Duke’s lemonade, and various brands of Parle. The ? ght for dominance intensi? ed in 1993 with Pepsi Food’s launch of two new brands, Slice and Teem, along with the introduction of fountain sales. At this time, market shares in the cola segment were 60 percent for Parle (down from 70 percent), 26 percent for Pepsi Foods, and 10 percent for Pure Drinks. Coca-ColaIn May 1990, Coca-Cola attempted to reenter India by means of a proposed joint venture with a local bottling company owned by the giant Indian conglomerate, Godrej. The government turned down this application just as PepsiCo’s application was being approved. Undeterred, Coca-Cola made its return to India by joining forces with Britannia Industries India Ltd. , a local producer of snack foods. The new venture was called â€Å"Britco Foods. † Among local producers, it was believed at that time that CocaCola would not take market share away from local companies because the beverage market w as itself growing consistently from year to year.Yet this belief did not stop individual local producers from trying to align themselves with the market leader. Thus in July 1993, Parle offered to sell Coca-Cola its bottling plants in the four key cities of Delhi, Mumbai, Ahmedabad, and Surat. In addition, Parle offered to sell its leading brands Thums Up, Limca, Citra, Gold Spot, and Mazaa. It chose to retain ownership only of Frooti and a soda (carbonated water) called Bisleri. FAST FORWARD TO THE NEW MILLENNIUM Seasonal Sales Promotions—2006 Navratri Campaign In India the summer season for soft drink consumption lasts 70 to 75 days, from mid-April to June.During this time, over 50 percent of the year’s carbonated beverages are consumed across the country. The second-highest season for cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 11 consumption lasts only 20 to 25 days during the cultural festival of Navratri (â€Å"Nav† means nine and â€Å"ratr i† means night). This traditional Gujarati festival goes on for nine nights in the state of Gujarat, in the western part of India. Mumbai also has a signi? cant Gujarati population that is considered part of the target market for this campaign. As the Regional Marketing Manager for Coca-Cola India tated, â€Å"As part of the ‘think local—act local’ business plan, we have tried to involve the masses in Gujarat with ‘Thums Up Toofani Ramjhat,’ with 20,000 free passes issued, one per Thums Up bottle. [‘Toofan’ means a thunderstorm and ‘ramjhat’ means ‘let’s dance,’ so together these words convey the idea of a ‘fast dance. ’] There are a number of [retail] on-site activities too, such as the ‘buy one—get one free’ scheme and lucky draws where one can win a free trip to Goa. † (Goa is an independent Portuguesespeaking state on the west coast of India, famed for its beaches and tourist resorts. For its part, PepsiCo also participates in annual Navratri celebrations through massive sponsorships of â€Å"garba† competitions in selected venues in Gujarat. (â€Å"Garba† is the name of a dance, done by women during the Navratri festival. ) The Executive Vice President for PepsiCo India commented: â€Å"For the ? rst time, Pepsi has tied up with the Gujarati TV channel, Zee Alpha, to telecast ‘Navratri Utsav’ on all nine nights. [‘Utsav’ means festival. ] Then there is the mega offer for the people of Ahmedabad, Baroda, Surat, and Rajkot where every re? ll of a case of Pepsi 300-ml. ottles will fetch one kilo of Basmati rice free. † These four cities are located in the state of Gujarat. Basmati rice is considered a premium quality rice. After the initial purchase of a 300-ml bottle, consumers can get re? lls at reduced rates at select stores. The TV Campaign Both Pepsi-Cola and Coca-Cola engage in TV ca mpaigns employing local and regional festivals and sports events. A summer campaign featuring 7UP was launched by Pepsi with the objectives of growing the category and building brand awareness. The date was chosen to coincide with the India– Zimbabwe One-Day cricket series.The new campaign slogan was â€Å"Keep It Cool† to emphasize the product attribute of refreshment. The national campaign was to be reinforced with regionally adapted TV campaigns, outdoor activities, and retail promotions. A 200-ml bottle was introduced during this campaign in order to increase frequency of purchase and volume of consumption. Prior to the introduction of the 200-ml bottle, most soft drinks were sold in 250-ml, 300-ml, and 500-ml bottles. In addition to 7UP, Pepsi Foods also introduced Mirinda Lemon, Apple, and Orange in 200-ml bottles.In the past, celebrity actors Amitabh Bachchan and Govinda, who are famous male stars of the Indian movie industry, had endorsed Mirinda Lemon. This wo rld-famous industry is referred to as â€Å"Bollywood† (the Hollywood of India based in Bombay). Pepsi’s Sponsorship of Cricket and Football (Soccer) After India won an outstanding victory in the India–England NatWest One-Day cricket series ? nals, PepsiCo launched a new ad campaign featuring the batting sensation, Mohammad Kaif. PepsiCo’s line-up of other cricket celebrities includes Saurav Ganguly, Rahul Dravid, Harbhajan Singh, Zaheer Khan, V .S. Laxman, and Ajit Agarkar. All of these players were . V part of the Indian team for the World Cup Cricket Series. During the two months of the Series, a new product, Pepsi Blue, was 8/27/10 1:58 PM Part 6 Supplementary Material marketed nationwide. It was positioned as a â€Å"limited edition,† icy-blue cola sold in 300-ml, returnable glass bottles and 500-ml plastic bottles, priced at 8 rupees (Rs) and Rs 15, respectively. In addition, commemorative, nonreturnable 250-ml Pepsi bottles priced at Rs 12 w ere introduced. One rupee was equal to US 2. 54 cents in 2008. ) In addition to the sponsorship of cricket events, PepsiCo has also taken advantage of World Cup soccer fever in India by featuring football heroes such as Baichung Bhutia in Pepsi’s celebrity and music-related advertising communications. These ads featured football players pitted against sumo wrestlers. To consolidate its investment in its promotional campaigns, PepsiCo sponsored a music video with celebrity endorsers including the Bollywood stars, as well as several nationally known cricketers.The new music video aired on SET Max, a satellite channel broadcast mainly in the northern and western parts of India and popular among the 15–25 year age group. Coca-Cola’s Lifestyle Advertising While Pepsi’s promotional efforts focused on cricket, soccer, and other athletic events, Coca-Cola’s India strategy focused on relevant local idioms in an effort to build a â€Å"connection with the y outh market. † The urban youth target market, known as â€Å"India A,† includes 18–24 year olds in major metropolitan areas. Several ad campaigns were used to appeal to this market segment.One campaign was based on use of â€Å"gaana† music and ballet. (â€Å"Gaana† means to sing. ) The ? rst ad execution, called â€Å"Bombay Dreams,† featured A. R. Rahman, a famous music director. This approach was very successful among the target audience of young people, increasing sales by about 50 percent. It also won an Ef? Award from the Mumbai Advertising Club. A second execution of Coke’s southern strategy was â€Å"Chennai Dreams† (Chennai was formerly called Madras), a 60-second feature ? lm targeting consumers in Tamil Nadu, a region of southern India. The ? m featured Vijay, a youth icon who is famous as an actor in that region of south India. Another of the 60-second ? lms featured actor Vivek Oberoi with Aishwarya Rai. Both are fa mous as Bollywood movie stars. Aishwarya won the Miss World crown in 1994 and became an instant hit in Indian movies after deciding on an acting career. This ad showed Oberoi trying to hook up with Rai by deliberately leaving his mobile phone in the taxi that she hails, and then calling her. The ad message aimed to emphasize con? dence and optimism, as well as a theme of â€Å"seize the day. This campaign used print, outdoor, point-of-sale, restaurant and grocery chains, and local promotional events to tie into the 60-second ? lm. â€Å"While awareness of soft drinks is high, there is a need to build a deeper brand connect† in urban centers, according to the Director of Marketing for CocaCola India. â€Å"Vivek Oberoi—who’s an up and coming star today, and has a wholesome, energetic image—will help build a stronger bond with the youth, and make them feel that it is a brand that plays a role in their life, just as much as Levi’s or Ray-Ban. †In addition to promotions focused on urban youth, Coca-Cola India worked hard to build a brand preference among young people in rural target markets. The campaign slogan aimed at this market was â€Å"thanda matlab Coca-Cola† (or â€Å"cool means Coca-Cola† in Hindi). Coca-Cola India calls its rural youth target market â€Å"India B. † The prime objective in this market is to grow the generic soft drinks category and to develop brand preference for Coke. The â€Å"thanda† (â€Å"cold†) campaign successfully propelled Coke into the number three position in rural markets. cat2994X_case1_001-017. ndd cat2994X_case1_001-017. indd 12 Continuing to court the youth market, Coke has opened its ? rst retail outlet, Red Lounge. The Red Lounge is touted as a one-stopdestination where the youth can spend time and consume Coke products. The ? rst Red Lounge pilot outlet is in Pune, and based on the feedback, more outlets will be rolled out in other cities. The lounge sports red color, keeping with the theme of the Coke logo. It has a giant LCD television, video games, and Internet sur? ng facilities. The lounge offers the entire range of Coke products.The company is also using Internet to extend its reach into the public domain through the Web site www. myenjoyzone. com. The company has created a special online â€Å"Sprite-itude† zone that provides consumers opportunities for online gaming and expressing their creativity, keeping with the no-nonsense attitude of the drink. Coca-Cola’s speci? c marketing objectives are to grow the percapita consumption of soft drinks in the rural markets, capture a larger share in the urban market from competition, and increase the frequency of consumption.An â€Å"affordability plank,† along with introduction of a new 5-rupee bottle, was designed to help achieve all of these goals. The â€Å"Affordability Plank† The purpose of the â€Å"affordability plank† was to enha nce affordability of Coca-Cola’s products, bringing them within arm’s reach of consumers, and thereby promoting regular consumption. Given the very low percapita consumption of soft drinks in India, it was expected that price reductions would expand both the consumer base and the market for soft drinks. Coca-Cola India dramatically reduced prices of its soft drinks by 15 percent to 25 percent nationwide to encourage consumption.This move followed an earlier regional action in North India that reduced prices by 10–15 percent for its carbonated brands Coke, Thums Up, Limca, Sprite, and Fanta. In other regions such as Rajasthan, western and eastern Uttar Pradesh, and Tamil Nadu, prices were slashed to Rs 5 for 200-ml glass bottles and Rs 8 for 300-ml bottles, down from the existing Rs 7 and Rs 10 price points, respectively. Another initiative by Coca-Cola was the introduction of a new size, the â€Å"Mini,† expected to increase total volume of sales and acco unt for the major chunk of Coca-Cola’s carbonated soft drink sales.The price reduction and new production launch were announced together in a new television ad campaign for Fanta and Coke in Tamil. A 30-second Fanta spot featured the brand ambassador, actress Simran, well-known for her dance sequences in Hindi movies. The ad showed Simran stuck in a traf? c jam. Thirsty, she tosses a 5-rupee coin to a roadside stall and signals to the vendor that she wants a Fanta Mini by pointing to her orange dress. (Fanta is an orangeade drink. ) She gets her Fanta and sets off a chain reaction on the crowded street, with everyone from school children to a traditional â€Å"nani† mimicking her action. â€Å"Nani† is the Hindi word for grandmother. ) The director of marketing commented that the company wanted to make consumers â€Å"sit up and take notice. † A NEW PRODUCT CATEGORY Although carbonated drinks are the mainstay of both Coke’s and Pepsi’s produ ct line, the Indian market for carbonated drinks is now not growing. It grew at a compounded annual growth rate of only 1 percent between 1999 and 2006, from $1. 31 billion to $1. 32 billion. However, the overall market for beverages, which includes soft drinks, juices, and other drinks, grew 6 percent from $3. 15 billion to $3. 4 billion. To encourage growth in demand for bottled beverages in the Indian market, several producers, including Coke and Pepsi, have 8/27/10 1:58 PM Cases 1 An Overview launched their own brands in a new category, bottled water. This market was valued at 1,000 Crores. 1 Pepsi and Coke are responding to the declining popularity of soft drinks or carbonated drinks and the increased focus on all beverages that are non-carbonated. The ultimate goal is leadership in the packaged water market, which is growing more rapidly than any other category of bottled beverages.Pepsi is a signi? cant player in the packaged water market with its Aqua? na brand, which has a signi? cant share of the bottled water market and is among the top three retail water brands in the country. PepsiCo consistently has been working toward reducing its dependence on Pepsi Cola by bolstering its non-cola portfolio and other categories. This effort is aimed at making the company more broad-based in category growth so that no single product or category becomes the key determinant of the company’s market growth.The non-cola segment is said to have grown to contribute one-fourth of PepsiCo’s overall business in India during the past three to four years. Previously, the multinational derived a major chunk of its growth from Pepsi-Cola. Among other categories on which the company is focusing are fruit juices, juice-based drinks, and water. The estimated fruit juice market in India is approximately 350 Crores and growing month to month. One of the key factors that has triggered this trend is the emergence of the mass luxury segment and increasing consumer consc iousness about health and wellness. Our hugely successful international brand Gatorade has gained momentum in the country with consumers embracing a lifestyle that includes sports and exercise. The emergence of high-quality gymnasiums, ? tness and aerobic centres mirror the ? tness trend,† said a spokesperson. Coca-Cola introduced its Kinley brand of bottled water and in two years achieved a 28 percent market share. It initially produced bottled water in 15 plants and later expanded to another 15 plants. The Kinley brand of bottled water sells in various pack sizes: 500 ml, 1 liter, 1. 5 liter, 2 liter, 5 liter, 20 liter, and 25 liter.The smallest pack was priced at Rs 6 for 500 ml, while the 2-liter bottle was Rs 17. The current market leader, with 40 percent market share, is the Bisleri brand by Parle. Other competing brands in this segment include Bailley by Parle, Hello by Hello Mineral Waters Pvt. Ltd. , Pure Life by Nestle, and a new brand launched by Indian Railways, ca lled Rail Neer. CONTAMINATION ALLEGATIONS AND WATER USAGE Just as things began to look up for the American companies, an environmental organization claimed that soft drinks produced in India by Coca-Cola and Pepsi contained signi? cant levels of pesticide residue.Coke and Pepsi denied the charges and argued that extensive use of pesticides in agriculture had resulted in a minute degree of pesticide in sugar used in their drinks. The result of tests conducted by the Ministry of Health and Family Welfare showed that soft drinks produced by the two companies were safe to drink under local health standards. Protesters in India reacted to reports that Coca-Cola and Pepsi contained pesticide residues. Some states announced partial bans on Coke and Pepsi products. When those reports appeared on the front pages of newspapers in India, Coke and Pepsi executives were con? ent that they could handle the situation. But they stumbled. 1 One Crore cat2994X_case1_001-017. indd cat2994X_case1_001-0 17. indd 13 10,000,000 Rupees, and US$1 Rs48, so 1,000 Crore US$208,300. They underestimated how quickly events would spiral into a nationwide scandal, misjudged the speed with which local politicians would seize on an Indian environmental group’s report to attack their global brands, and did not respond swiftly to quell the anxieties of their customers. The companies formed committees in India and the United States, working in tandem on legal and public relations issues.They worked around the clock fashioning rebuttals. They commissioned their own laboratories to conduct tests and waited until the results came through before commenting in detail. Their approaches back? red. Their reluctance to give details fanned consumer suspicion. They became bogged down in the technicalities of the charges instead of focusing on winning back the support of their customers. At the start, both companies were unprepared when one state after another announced partial bans on Coke and Pepsi pr oducts; the drinks were prevented from being sold in government of? es, hospitals, and schools. Politicians exploited the populist potential. In hindsight, the Coke communications director said she could see how the environmental group had picked Coca-Cola as a way of attracting attention to the broader problem of pesticide contamination in Indian food products. â€Å"Fringe politicians will continue to be publicly hostile to big Western companies, regardless of how eager they are for their investment,† she said. Failing to anticipate the political potency of the incident, Coke and Pepsi initially hoped that the crisis would blow over and they adopted a policy of silence. Here people interpret silence as guilt,† said an Indian public relations expert. â€Å"You have to roll up your sleeves and get into a street ? ght. Coke and Pepsi didn’t understand that. † Coca-Cola eventually decided to go on the attack, though indirectly, giving detailed brie? ngs by e xecutives, who questioned the scienti? c credentials of their products’ accusers. They directed reporters to Internet blogs full of entries that were uniformly proCoke, and they handed out the cell phone number for the director of an organization called the Center for Sanity and Balance in Public Life.Emphasizing that he was not being paid by the industry, Kishore Asthana, from that center, said, â€Å"One can drink a can of Coke every day for two years before taking in as much pesticide as you get from two cups of tea. † The situation continued to spin out of control. Newspapers printed images of cans of the drinks with headlines like â€Å"toxic cocktail. † News channels broadcast images of protesters pouring Coke down the throats of donkeys. A vice president for CocaCola India said his â€Å"heart sank† when he ? rst heard the accusations because he knew that consumers would be easily confused. But even terminology like P. P. B. —parts per billi on—is dif? cult to comprehend,† he said. â€Å"This makes our job very challenging. † PepsiCo began a public relations offensive, placing large advertisements in daily newspapers saying, â€Å"Pepsi is one of the safest beverages you can drink today. † The company acknowledged that pesticides were present in the groundwater in India and found their way into food products in general. But, it said, â€Å"compared with the permitted levels in tea and other food products, pesticide levels in soft drinks are negligible. After all the bad press Coke got in India over the pesticide content in its soft drinks, an activist group in California launched a campaign directed at U. S. college campuses, accusing CocaCola of India of using precious groundwater, lacing its drinks with pesticides, and supplying farmers with toxic waste used for fertilizing their crops. According to one report, a plant that 8/27/10 1:58 PM Part 6 Supplementary Material produces 300,000 lite rs of soda drink a day uses 1. 5 million liters of water, enough to meet the requirements of 20,000 people.The issue revolved around a bottling plant in Plachimada, India. Although the state government granted Coke permission to build its plant in 1998, the company was obliged to get the locally elected village council’s go-ahead to exploit groundwater and other resources. The village council did not renew permission in 2002, claiming the bottling operation had depleted the farmers’ drinking water and irrigation supplies. Coke’s plant was closed until the corporation won a court ruling allowing them to reopen.The reopening of the plant in 2006 led students of a major Midwestern university to call for a ban on the sale of all Coca-Cola products on campus. According to one source, more than 20 campuses banned Coca-Cola products, and hundreds of people in the United States called on Coca-Cola to close its bottling plants because the plants drain water from communit ies throughout India. They contended that such irresponsible practices rob the poor of their fundamental right to drinking water, are a source of toxic waste, cause serious harm to the environment, and threaten people’s health.In an attempt to stem the controversy, Coca-Cola entered talks with the Midwestern university and agreed to cooperate with an independent research assessment of its work in India; the university selected the institute to conduct the research, and Coke ? nanced the study. As a result of the proposed research program, the university agreed to continue to allow Coke products to be sold on campus. In 2008 the study reported that none of the pesticides were found to be present in processed water used for beverage production and that the plants met governmental regulatory standards.However, the report voiced concerns about the company’s use of sparse water supplies. Coca-Cola was asked by the Delhi-based environmental research group to consider shuttin g down one of its bottling plants in India. Coke’s response was that â€Å"the easiest thing would be to shut down, but the solution is not to run away. If we shut down, the area is still going to have a water problem. We want to work with farming communities and industries to reduce the amount of water used. † The controversies highlight the challenges that multinational companies can face in their overseas operations.Despite the huge popularity of the drinks, the two companies are often held up as symbols of Western cultural imperialism. QUESTIONS 1. The political environment in India has proven to be critical to company performance for both PepsiCo and Coca-Cola India. What speci? c aspects of the political environment have played key roles? Could these effects have been anticipated prior to market entry? If not, could developments in the political arena have been handled better by each company? 2. Timing of entry into the Indian market brought different esults for PepsiCo and Coca-Cola India. What bene? ts or disadvantages accrued as a result of earlier or later market entry? 3. The Indian market is enormous in terms of population and geography. How have the two companies responded to the cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 14 sheer scale of operations in India in terms of product policies, promotional activities, pricing policies, and distribution arrangements? 4. â€Å"Global localization† (glocalization) is a policy that both companies have mplemented successfully. Give examples for each company from the case. 5. How can Pepsi and Coke confront the issues of water use in the manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside? 6. Which of the two companies do you think has better longterm prospects for success in India? 7.What lessons can each company draw from its Indian experience as it contemplates entry into other Big Emerging Markets? 8. Comment on the decision of both Pepsi and Coke to enter the bottled water market instead of continuing to focus on their core products—carbonated beverages and cola-based drinks in particular. 9. Most recently Coca-Cola has decided to enter the growing Indian market for energy drinks, forecasted to grow to $370 billion in 2013 from less than half that in 2003. The competition in this market is ? erce with established ? rms including Red Bull and Sobe.With its new brand Burn, Coke initially targeted alternative distribution channels such as pubs, bars, and gyms rather than large retail outlets such as supermarkets. Comment on this strategy. This case was prepared by Lyn S. Amine, Ph. D. , Professor of Marketing and International Business, Distinguished Fellow of the Academy of Marketing Science, President, Women of the Academy of In ternational Business, Saint Louis University, and Vikas Kumar, Assistant Professor, Strategic Management Institute, Bocconi University, Milan, Italy. Dr. Lyn S.Amine and Vikas Kumar prepared this case from public sources as a basis for classroom discussion only. It is not intended to illustrate either effective or ineffective handling of administrative problems. The case was revised in 2005 and 2008 with the authors’ permission. Sources: Lyn S. Amine and Deepa Raizada, â€Å"Market Entry into the Newly Opened Indian Market: Recent Experiences of US Companies in the Soft Drinks Industry,† in Developments in Marketing Science, XVIII, proceedings of the annual conference of the Academy of Marketing Science, Roger Gomes (ed. ) (Coral Gables, FL: AMS, 1995), pp. 87–92; Jeff Cioletti, â€Å"Indian Government Says Coke and Pepsi Safe,† Beverage World, September 15, 2003; â€Å"Indian Group Plans Coke, Pepsi Protests After Pesticide Claims,† AFP, December 15, 2004; â€Å"Fortune Sellers,† Foreign Policy, May/ June 2004; â€Å"International Pressure Grows to Permanently Close Coke Bottling Plant in Plachimada,† PR Newswire, June 15, 2005; â€Å"Indian Village Refuses Coca-Cola License to Exploit Ground Water,† AFP, June 14, 2005; â€Å"Why Everyone Loves to Hate Coke,† Economist Times, June 16, 2005; â€Å"PepsiCo India To Focus on Non-Cola Segment,† Knight Ridder Tribune Business News, September 22, 2006; â€Å"For 2 Giants of Soft Drinks, A Crisis in a Crucial Market,† The New York Times, August 23, 2006; â€Å"Coke and Pepsi Try to Reassure India That Drinks Are Safe,† The New York Times, August 2006; â€Å"Catalyst: The Fizz in Water† Financial Times Limited, October 11, 2007; â€Å"Marketing: Coca-Cola Foraying Into Retail Lounge Format,† Business Line, â€Å"April 7, 2007; â€Å"India Ops Now in Control, Says Coke Boss,† The Times of India, October 3, 2007; à ¢â‚¬Å"Pepsi: Repairing a Poisoned Reputation in India; How the Soda Giant Fought Charges of Tainted Products in a Country Fixated on its Polluted Water,† Business Week, June 11, 2007, p. 48; â€Å"Coca-Cola Asked to Shut Indian Plant to Save Water,† International Herald Tribune, January 15, 2008; â€Å"Coca Cola: A Second Shot at Energy Drinks,† DataMonitor, January 2010. 8/27/10 1:58 PM