Establishment of a Public Relations Department within a Holiday Resort Essay - 2

Foundation of a Public Relations Department inside a Holiday Resort in the Flinders Ranges Promoting Eco-Tourism - Essay Example This paper delineates that the objective of PR by an organization is to convince the speculators, open, representatives, accomplices, and partners to maintain a perspective about advertising, its items, authority or political choices.  Activities including open connection incorporate talking at gatherings, working with the press, worker correspondence and winning industry grants. As indicated by Danish Public Relations Association, PR is an administration work that arranges open perspectives; characterize the interests, strategies, and approaches of an organization followed by actualizing a program of activity to win open acknowledgment and comprehension. A foundation of PR division is basic in building the relationship that advance, advantage and advances the notoriety of the Holiday Resort. Being an eco-the travel industry part, picking up the certainty of its customers is vital, and this is encouraged through promoting the company’s administrations and item. Improving not oriety is a principal target of most associations. All things considered, a PR division makes a mechanical organization and solid network meaning expanded profitability. The open connection will be crucial in keeping up the Holiday Resort’s picture and passing on its data to the overall population, speculators, and clients. A positive impression of Holiday Resort is probably going to build the quantity of visitors both locally and globally as it improves its primary concern. The open Relation experts will work intimately with the CEO to make a diagram of how the Holiday Resort will be seen and help with intending to structure a positive picture. Not at all like in showcasing, the open connection experts target arranging interviews with customers, composing the public statement and giving data on the company’s accomplishments.

Working Capital Management Essay Example for Free

Working Capital Management Essay Steel contains one of the most significant contributions to all parts of economy. Economy of any nation relies upon the solid base of the iron and steel industry. Steel is adaptable material with huge number of valuable properties,â making it irreplaceable for advancing and accomplishing proceeding with development of the economy-be it development, assembling, foundation or consumables. The degree of steel utilization has for quite some time been viewed as a file of industrialization and monetary development achieved by nation. Keeping in see the significant of steel, the coordinated steel plants with outside joint efforts were set up in the open segment in the post-autonomy period. Capital is fundamental for setting up and smooth running of any business. Ventures made on fixed resources will yield abundance each money inflows separated from the compensation back sum and is spread over a more extended timeframe. Consequently the money inflows (or) advantages related are not quick but rather are normal later on. Money inflows outpourings happen consistently if there should arise an occurrence of current resources. Credit shapes a basic component in the business (credit given to clients 7 credit from liabilities, providers). Since there is some time log from the mine of deals acknowledgment current resources current which together comprise the net working capital, underpins the business in its ordinary of tasks. This requires a proficient administration of working capital. The arrangements, techniques and measures taken for overseeing capital again further significance in an association like RINL where the working capital necessities runs in crores or rupees. Any botch with respect to power won't worthwhile motivation misfortune yet may even disable business activities. It is in this setting working capital has picked up significance. The development of any association relies upon the general execution, for example, creation, showcasing, human asset and money related execution of the associat ion. The money related execution of the any association mirrors the quality, shortcoming, openings and strings of the association regarding benefits earned, ventures, deals acknowledgment, turnover, rate of profitability, total assets of capital. Productive administration of monetary assets and purposeful investigation money related outcomes are pre essential for achievement of an undertaking. In that working capital administration is one of the major and significant regions of money related administration. Overseeing of working capital infers overseeing of current resources of the organization like money, stock, records of sales, advances a development, bank adjusts and current liabilities like various loan bosses premium installments and arrangement. Rashtriya Ispat Nigam Limited is a multi-item steel-fabricating unit with varyingâ cycle time for every item. The capital required by every office in an enormous association like RINL relies upon the item focus for that. Specific year, welcomes the requirement for a successful working capital administration. Checking the length of the activity cycle is a significant part of working capital administration and control for an Effective administration. RINL is currently on its chance round way and necessities to cut expense and increment its income its income in this manner it must need to keep close mind the everyday costs and to receive a most extreme use in return. Some unmistakable issues ought to consistently be considered like: The span of crude material stage relies upon the normality of flexibly, exchanges time, level of die capacity, value capacity, value vacillations, and financial aspects of mass buys. The span of the work in progress stage depends of Length of the assembling cycle, consistency in limit usage Different stages and productive coordination of different information sources. The length at debtors’ stage relies upon the credit time frame Granted, rebate offered for brief inst allments and proficiency and meticulousness of assortment endeavors. In this manner a point by point study with respect to the working capital administration in RINL is to be done to think about the adequacy of working capital administration, distinguish the weakness in the board and to propose for development in working capital administration. â€Å"Working Capital is the Life-Blood and Controlling Nerve Center of a business† Working capital administration is worried about the issues that emerge in endeavoring to deal with the present resources, the present liabilities and the bury relationship that exists between them .The term current resources allude to those advantages which in the conventional course of business can be, or will be, changed over into money inside one year without experiencing a reduction in esteem and without upsetting the tasks of firm. The significant current resources are money, attractive protections, records of sales and stock. Current liabilities are those liabilities which are expected, at their beginning, to be paid in the conventional course of business, inside a year, out of the present resources or winning of the worry. The fundamental current liabilities are creditor liability, charges payable; bank over draft, and exceptional costs, the objective of working capital administration is to deal with the firm’s current resources and liabilities in such manner that an acceptable degree of working capital is kept up.

Teaching Splash (and Overcoming the Impostor Syndrome)

Teaching Splash (and Overcoming the Impostor Syndrome) Haley C. ‘18 is a sophomore living in East Campus and studying Course 6-2 (Electrical Engineering and Computer Science). They are also passionate about education. We bonded over several different teaching projects, most recently in 11.124 Introduction to Education. I loved hearing about Haley’s experience teaching Splash, a weekend for high school students to come to campus and learn a variety of topics from MIT students. Hope you enjoy it as well! ________________________ Hi, guys! My name is Haley, and I’m a sophomore in EECS. I also really love teaching. Unsurprisingly, then, one of my favorite weekends of the year is Splash weekend, when I go all out and don’t sleep or work as much as I probably should. Splash weekend starts rather early for me. I wake up at an absurd time in the morning and headed over to check-in. This is a three-hour shift of giving excited students their schedules, informing parents where they can purchase meal tickets and how to get to Lobby 10, and shuffling through stacks of student registration forms, asking “does ‘r’ come before or after ‘n’?” to myself over and over. Since the previous week had been spent working in a haze trying to make sure I was completely caught up in my classes, seeing and interacting with smiling people was energizing. After this, I had approximately an hour-long break before the chaos of my schedule kicked in. I had decided at one point that it was a brilliant idea to sign up for 11 hours of classes. I don’t regret making that decision, but my days became more stressful than I had originally anticipated. I weaved through the horde of students in the Infinite to get to lobby 10 (when you come to MIT, either as students or to visit, please please please walk at a reasonable pace through the Infinite). The Bush Room was a haven just off lobby 10, where teachers could grab snacks and hang out during their free time. I saw a lot of familiar faces preparing for classes they’d teach later that day. After all, we are MIT students and we do procrastinate. While I was sitting and looking around, the second-hand energy I’d gotten from the excitement of high schoolers began to wear off. I listened to the discussions around me. Everyone else seemed to be teaching really advanced and high-level STEM topics. I mostly stuck to the Humanities: Game Theory and Social Behavior, History of Education, Introduction to Mental Health, KnitKnitKnit. I tried to teach some math topics, but more because of the feeling that I should be teaching technical classes than out of a desire to teach them. The “should” feeling came from Impostor Syndrome, the worry and doubt and feeling that I’m not good enough. The emphasis in Splash is on what you’re teaching, or how many classes you’re teaching, with little consideration for how students learn or how teachers deliver the information. While it’s fantastic that people have such diverse and deep interests, it quickly becomes intimidating when you feel as if everyone around you is teaching things that you don’t understand. Especially if you’re now in your second year at MIT and feel like surely you must have learned something, but now you can’t remember a single thing. Clearly everyone else knows what they are doing and learned all of the material in their classes. Suddenly, you fall into a spiral of “how do i even go to school here? why do i even go to school here if i can’t even remember any of my class materials?” Last Spring I was feeling these worries even more so than this year. One weakness in my teaching is that I have a hard time interacting with the know-it-all student who interrupts with questions to let everyone else in the class know how smart they are. They raise their hand and ask questions beyond the scope of the class and talk over other students. When I taught a classroom of middle schoolers about elementary particles, a student like this sat in the middle of the classroom and fired question after question, corrected me with small technicalities left and right. I cried after class: “why am i even at MIT, when there are middle schoolers who know more than i do, and are an order of magnitude more confident?” While it has taken me a long time, I’m just now beginning to feel okay with both my peers who are ridiculously good in STEM and the students calling out in class. I have been constantly learning to recognize my strengths in teaching, tutoring, empathy and reminding myself that, while MIT puts an emphasis on having technical skill over people skills, the people skills are no less valuable. I was much happier this Splash when I (partially) came to terms with this understanding. Even though I did get a little discouraged by the knowledge that my classes weren’t as difficult or rigorous as those of my friends’, I was able to shed those worries as soon as I was in front of a classroom. My favorite class to teach was Game Theory and Social Behavior. As I have presented this topic time and time again, I focused almost entirely on the presentation of the material. I did need to lecture for some of the time, which is my least favorite way to teach, but I needed to teach students basic concepts about game theory. In addition to lecture, students got to act out a game theory situation, or Iead a discussion on behavior, which allowed them to connect the material to their lives. From 11.124 Introduction to Education, I knew techniques to bridge the gap between student misconceptions and understanding, to incorporate checks and assessments to judge student understanding and vary pace accordingly (also to ensure that the students don’t get bored). I did eventually teach a technical class on fuzzy Set Theory. After 4 hours of teaching at that point, I was quite tired. A friend of mine came in to borrow a whiteboard marker, and I gave him a full one (not realizing that the one I saved for myself was dry). Not having a board to write on in a math class threw off my flow for a few minutes. Fortunately, one of the Splash volunteers came to give me a large piece of paper and a Sharpie. Trying to hang up this paper on the wall was a challenge, and it fell down a few times. When one of the students snarked about “MIT engineering at work,” I maintained my calm and asked him to hang it up, and was very satisfied when he said it was harder than it looked and apologized. What I learned is that one of the best things someone can do when they start feeling like an impostor is to remember a few important things: A wide variety of skills are needed for a group of people to succeed together. Technical skills or straight-A grades are not the only ways to be successful (props to you if you are awesome in these areas though!). Everyone is good at something, whether it’s juggling or making people laugh or chemistry or math or taking photos or writing. All of these skills have worth and value. Even if it doesn’t seem like it now. Stay warm and stay awesome!

Piaget s Stages Of Cognitive Development Theory - 900 Words

The cognitive development theory refers to the ability to learn through thinking and reasoning. Theorist Jean Piaget developed the stages of cognitive developmental according to age and how individuals learn through their environment and senses. These stages are from infant to teenage years. The first stage of Piaget’s Stages of Development is called Sensorimotor, which are ages 0-2. It describes how babies learn through their environment. The Next stages is preoperational for ages two through seven. During this stage, a child uses his or her own logic to express thinking. From the seven to eleven years of age, a child is in the Concrete Operational stage, where he or she will use hands-on experience to develop knowledge. The final stage is Formal Operational. Between the ages of eleven and fifteen, an adolescent develops a more abstract form of knowledge. One of the main differences between these stages is object permanence. Piaget designed these stages in a rigid format. Th is theory does not allow individual experience and background to be considered. In conclusion, a weakness of this theory is that is doesn’t mention how culture impacts learning. A strength of this theory is that it acts as a guide for educators to provide variation while lesson planning. The video, The Word Wall, showed children learning through the cognitive development theory. With the first girl, the paraprofessional did not correct the child’s phonetic way of spelling of the word cat. By notShow MoreRelatedCritically Evaluate Piaget s Stage Theory Of Cognitive Development1605 Words   |  7 Pagesevaluate Piaget’s stage theory of cognitive development Jean Piaget’s (1896-1980) theory of cognitive development is considered of significant importance and use, so much so, there has been considerable research to test his theories, but also, to refute his claims. Despite numerous objections to Piaget’s findings, I will maintain that Piaget’s stage theory of cognitive development is continuously influential in contemporary psychology. I will briefly outline and explain Piaget’s four stages and due toRead MorePiaget s Stage Theory Account For Children s Cognitive Development1759 Words   |  8 PagesHow well does Piaget’s stage theory account for children’s cognitive development? Intro Piaget believed there were four stages in a child’s cognitive development and sub stages within these stages. These stages have been the object of debate since Piaget introduced them and are still continuously debated. All of the stages are very concrete and large scale. They don’t account for children at a particular age who are behind or ahead. Piaget underestimated the capability of children to do particularRead MorePiaget s Eight Stages Of Development And Vygotsky s Theory On Cognitive Development Essay2193 Words   |  9 Pagesthrough life has helped me to understand that everything that happens is just apart of life. Two theories that I would like to focus on that I believe have had the biggest impact in my life are, Erikson’s eight stages of development and Vygotsky’s theory on cognitive development. Erikson’s theory is based off of 8 stages ranging from ages â€Å"zero† (birth); where we learn to either trust our caregiver(s) or we develop mistrust where we may become suspicious or anxious. Up until death, where we end withRead MorePiaget s Theory Of Cognitive Development And Kohlberg s Stages Of Moral Development1439 Words   |  6 Pageslife stages that I focused on are: Piaget’s Theory of Cognitive Development and Kohlberg’s Stages of Moral Development. According to psychologist Jean Piaget, kids progress through a progression of four basis phases of cognitive advancement. Every stage is stamped by the movements in how children comprehend the world. Following his perceptions, he reasoned that children were not less intelligent than adults, they sim ply think in an unexpected way. Through his perceptions of his kids, Piaget builtRead MoreHow Does Piaget s Stage Theory Account For Children s Cognitive Development?1576 Words   |  7 PagesHow does Piaget’s stage theory account for children’s cognitive development? Jean Piaget (1896-1980) had a stage theory about cognitive development and how it works with children. There are 4 stages to this theory; sensorimotor, preoperational, concrete operational and formal operational. Piaget emphasised that they occur in this order. (Smith, Cowie, Blades, 2015, p. 446). He considered the fact that the way child’s mind develops, intellectually, is a continuous process of Assimilation and AccommodationRead MorePiaget vs. Vygotsky1120 Words   |  5 PagesThe theory of cognitive development is defined as the development of the ability to think and reason. There are many theorists who have studied cognitive theories and the most famous is Jean Piaget. Cognitive development covers the physical and emotional stages of a child. The basic premise for cognitive development is to show the different stages of the development of a child so you can understand where the child might be in their development. Understanding cognitive development will betterRead MoreDiscuss Piagets theory of cognitive development1235 Words   |  5 Pagesï » ¿Discuss Piaget’s theory of Cognitive Development Cognitive Development can be defined as the development of thought processes. This includes thinking, concept understanding, problem solving, and decision making and remembering from childhood on to adulthood. There are two theories of Cognitive development that offer us two different ways of understanding it. The first is called Domain general. This theory states that one line of development determines all of the changes in a child’sRead MorePiaget And Vygotsky Theory Of Cognitive Development Essay826 Words   |  4 Pagesconcept of cognitive development and, highlight both Piaget and Vygotsky’s theory as it relates to cognitive development, and the significant differences between them. The term cognitive development refers to the process of growth and change in intellectual, mental abilities such as thinking, reasoning and understanding. It comprises of the acquisition and consolidation of knowledge. Infants draw on social-emotional, language, motor, and perceptual experience and abilities for cognitive developmentRead MoreCritically examine the contribution of Jean Piaget to our understanding of child development.1321 Words   |  6 PagesJean Piaget to our understanding of child development. Until the mid 1900 s psychologists had no useful theory for explaining how children s minds change as they age. Psychologists interested in this field either has to study it in relation to behaviourism, which emphasises that children merely receive information from the environment, or in relation to the IQ testing approach, which emphasises individual differences in children s development. However developmental psychologist Jean Piaget bornRead Morejean piaget1284 Words   |  6 Pagesï » ¿Jean Piaget Jean Piaget (1896 - 1980) was employed at the Binet Institute in the 1920s, where his job was to develop French versions of questions on English intelligence tests. He became intrigued with the reasons children gave for their wrong answers on the questions that required logical thinking. He believed that these incorrect answers revealed important differences between the thinking of adults and children. Piaget (1936) was the first psychologist to make a systematic study of cognitive

Three Waves Of Feminism Essay - 1406 Words

A Brief History Of The Three Waves Of Feminism Seeing the title the first thing that comes to our mind is â€Å" What is Feminism†? feminism is a belief where a woman s needs and their contributions are valued. It’s based on the social, political and economical equality for women. It is also described as a movement. Where women are fighting for their right since evolution. Now, what about the word â€Å"wave†? The word â€Å"wave† which categorizes feminism because it illustrates the forward motion- of the women s movements. It helps to understand this movement in by thinking of the motion of an actual wave (in towards the sand, then back out). Feminism is a revolution which makes man and women equal in every boundary. Status of women was lower†¦show more content†¦The press responded arrogantly following the convention, but the event was the beginning of a new era. Following getting, suffrage women also got their right to inherit property, child custody, and wage retention. The word â€Å"FE MINISM† came from France to the United States, but not all suffragists wanted them to call as such. A lot of them only wanted their right to vote but they did not want to get complete equality. After almost 40 years congress sanctioned the 19th Amendment, permitting women the right to vote (Cristen). The success of the first wave encouraged many women to come forward and fight for their own rights. After gaining the right to vote women became more and more concerned about their being. They thought to themselves â€Å"Now what?†. That was the initial time when the second wave began to happen.The second wave basically widens the first wave discussion with issues like their sexuality, family, childcare, rape, domestic violence, reproductive rights etc (Cristen). One of the most important roots of the second wave was during the time of World War II. As many men flew overseas to fight the war women gained their positions at work. At this time labor union got stronger as women got employed increasingly. During the 20th century, new work benefits became available to women. After the war ended when some of the men came back they were treated differently and they eventuallyShow MoreRelatedThe Feminist Theory Of Animal Studies924 Words   |  4 Pagesliterature review will not exp lore the connections of animal studies within queer theory due to insufficient research, though the connections among homophobia, speciesism, and animality are abundant and relevant to the discussions presented in this essay. While there are notable authors and scholars within the field of animal studies in feminist theory (see Carol Adams and Josephine Donovan), it is still relatively unestablished. This theoretical paper will examine the prominent discourses in animalRead MoreThe Second Wave Of Women s Rights Movement Essay786 Words   |  4 Pagesmovements. Furthermore it is split into three waves to present the difference in time and show how much it has evolved. The first wave was in the mid 19th century to early 20th century. They focused on women’s suffrage, their right to work, education rights, etc. The second wave was in the 60s; this is when they addressed broader perspectives. To include birth control, abortion, rape, pornography, etc. The third wave began in the 1990s and was a response to the second wave, as they only focused on strugglesRead MoreFeminism Throughout History1698 Words   |  7 PagesFeminism Throughout history, women around the globe have been struggling to gain rights that are equal to men in the society. Women have been struggling to obtain respect, equality, and the same rights men have in the society. However, this has been difficult to them because of patriarchy, an ideology whereby, men are always considered to be superior to women, and have the right to control women. This thought has spread widely among the social structures of the society around the globe and thisRead MoreThe Political And Cultural Challenges That Feminists Have Contested Over Time Essay1635 Words   |  7 Pagesthe history of feminism into three waves; first, second and third. The first wave concentrated on women’s suffrage, the second wave focused on political and cultural disparities and the third wave analysed the definitions of femininity which takes a broad view of white upper class women. This essay will compare and contrast these waves examining the social, political and cultura l challenges that feminists have contested over time. It will also discuss whether or not a fourth wave exists and seeksRead MoreThe Great Gatsby By F. Scott Fitzgerald877 Words   |  4 PagesAn issue that is widespread in culture today and sometimes completely misconceived, feminism is simply the idea that all people should have equal rights and opportunities, no matter their gender or race. This paper will look into two cultural texts from different time periods and analyse them through a feminist perspective, discussing the producers’ use of women in the works and feminist or anti-feminist ideas. This paper will first look at the novel The Great Gatsby (Fitzgerald, F, S, 1925), analysingRead MoreFeminism : A Feminist Perspective1083 Words   |  5 PagesFeminism is an interesting topic to cover. Feminism is often associated with or assumed to be radical feminism, despite the fact that they are two different mindsets. Feminism, in its purest sense, is the seeking of gender equality in society. It seeks to go against the idea of male supremacy and gender stereotypes, saying that both of the two are oppressive and uncalled for. Radical feminism tends to have more to do with the concept of patriarchy, saying that female dominance has been â€Å"historicallyRead More`` Like A Girl `` Is Not An Insult1481 Words   |  6 Pageseveryday lives. In this essay, I completed an in-depth analysis of the full, three-minute version of the #LikeAGirl advertisement. My analysis includes a particular focus on this ad from a feministic perspective in an attempt to illustrate the role of t he #LikeAGirl campaign in undermining masculine hegemony and challenging the negative gender stereotypes that are still so pervasive within our society today. Method In order to complete this analysis, I watched the full, three-minute version of theRead MoreCivil Disobedience And Deliberative Democracy1550 Words   |  7 Pagespresent throughout history, especially in the new constitutional era, such as fees must fall. In this essay I will consider this concept of civil disobedience, especially in a South African context as well as considering a quote by Jurgen Habermas in an article by William Smith titled Civil Disobedience and Deliberative Democracy. Io will also look at philosophical theories such as liberalism and feminism in relation to the above move mentioned extract. 2 What is civil disobedience? According to JohnRead MoreThe Historical Development Of Feminism1452 Words   |  6 Pagesthe historical development of feminism. We will focus on how race, class, gender, etc. have changed over time and how these social variables play a role in the feminist movement. In addition, we will look at a number of sources including Sheryl Sandberg’s controversial view on feminism and what feminism means in regards to the sources. Lastly, we will examine the role of both male and female feminists. What exactly is feminism? According to the Urban dictionary, feminism is defined as â€Å"the advocacyRead MoreWomen s Movement Of The United States1438 Words   |  6 Pagescreated equal.† Among the 13 resolutions set forth in Stanton’s â€Å"Declaration† was the goal of achieving the â€Å"sacred† right of franchise.†3 The sometimes-fractions suffrage movement that grew out of the Seneca Falls meeting proceeded in successive waves. Initially, women reformers addressed social and institutional barriers that limited women’s rights; including family responsibilities, a lack of educational and economic opportunities and the absence of a voice in political debates. Stanton and Susan

Importance of Integrated Marketing Communications Free Essays

By definition, integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such plan evaluates the strategic roles of a variety of communications disciplines and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of individual discrete messages. Considering that (a) the mass market can be fragmented into a multitude of mini-markets (with each mini-market requiring its own approach), (b) there is continuous proliferation of new types of media, and (c) there is growing sophistication of consumers, it is clear that there is definitely a need for marketers to utilize a wide range of communication tools to efficiently deliver messages to specific audiences. We will write a custom essay sample on Importance of Integrated Marketing Communications or any similar topic only for you Order Now Marketers should therefore combine personal and non-personal communication channels to achieve maximum impact (i.e., employing multiple-vehicle, multiple-stage campaigns). Hence, it is clearly imperative for companies to move toward integrated marketing communications, and the absence of which results in uncoordinated communications and image diffusion. A comprehensive integrated marketing communications plan can produce stronger message consistency. It can also help to build brand equity as well as create greater sales impact. Furthermore, it can unify the company’s brand images and messages as they come through multiple company activities. In simpler terms, IMC improves the company’s ability to reach the right customers with the right messages at the right time in the right place. How to cite Importance of Integrated Marketing Communications, Essay examples

Red Bull Maketing Plan free essay sample

Red Bull is an energy drink found by Dietrich Mateschitz in Austria in 1984 and began to sell there in 1987 with special marketing strategy, which opened up a new product category in the world in the meantime. Red Bull now contains four types including the original Red Bull energy drink and the other one of sugar-free, the Red Bull energy shot and Red Bull Cola. With increasing demands of Red Bull, it soon expanded to more regions leading to more than 162 nowadays. In Hong Kong, Red Bull energy drink has been available since 1999. Red Bull believes its unique marketing concept can conquer the world. This marketing plan outlines the Company marketing strategies as follows. (10) 3. Strategic Focus and Plan Three aspects of corporate strategy that affect the marketing plan are: i) the mission, ii) goals, and iii) core competency of Red Bull. Mission The mission of Red Bull is to be a premier marketer that its products are distributed across the world (Europe, US and Asia). We will write a custom essay sample on Red Bull Maketing Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Hong Kong is the stepping-stone to China helping achieve the mission. Goals (1) * To be the leading position in selling functional beverages in Hong Kong * To rebuild customer relationship Core Competency and Sustainable Competitive Advantage In terms of core competency, Red Bull has its well-known sports team and unique appealing wings team as promotion strategies which already gave an impressive image to the public and its slogan is also well-known. Furthermore, the scientific reports of functions about consuming Red Bull. Among unfavourable factors, the main weakness is the high price in selling the product. Threats include the great health concern by the public when they consume Red Bull energy drinks that may lead to easier shift of other brands. Industrial Analysis: Trends(9, 10) There are statistics showing the increasing consumption of functional drinks. For instance, Otsuka Pharmaceutical was the leadership of Sport and Energy Drinks with 46% off-trade volume share in 2010 which implied an increase from 2009 Competitors in the energy drink market. Competitors in functional drinks market (6) The main competitors of functional beverage sellers in Hong Kong are Pocari Sweat (38%), Lucozade (35%), Red Bull (18%) and Lipovitan D (less than 9%) Company Analysis Dietrich Mateschitz has been advised by the highly groups of a marketing firm which created the buzz marketing plan, an unique marketing strategy of driving mini-coopers to give samples to target nightclubs and students. This has been proven to success that encourage them to give out a try the awareness of many college students (4). This is not only cost effective but earns the appeal from the people around. Since 1987, the Company has been the sole supplier of the Red Bull energy drinks with which it helps maintain the consistency of high quality required. Moreover, the great volume (with 4. 2 billions consumed world-wide in 2010) has increased production efficiencies, leading to a gradual decrease in the cost of goods sold. (10) Customer Analysis Referring to customer analysis, the following part portrays (1) the characteristics of customers expected to buy Red Bull drinks and (2) health and nutrition concerns of the general public. Customer characteristics. The major target groups are mainly youngsters and re categorized into sportsman, students, workers, drivers, and people who enjoy nightlife with age from 15 -39. Health and Nutrition Concerns. Basically, Hong Kong people are very cautious about the type of food and drinks they have. From time to time, there were news about drinks of high calories reported in news TV and magazine etc. For instance, Yakult has been accused of containing too much sugar which forced the Company to offer a low-caloric Yahult. (7) Having seen this trend, Red Bull developed a sugar-free version to cater the general public in 2003 with other ingredients being constant. This especially attracts female customers to buy the drinks. 5. Market-product Focus The following describes the five-year product marketing strategies: Marketing and Product Objectives The marketing objective of Red Bull is to distribute the drinks across the world so as to be the premier marketer. * Western markets: current market will continue to be grown by maintaining brand awareness through organizing various extreme sports and fulfilling consumer need such as creating a different formula for taste like Red Bull Cola in 2008. Asian market: current Asian market will be further developed by opening up more markets in different regions and rebuilding the company image in the developed region as well. The ultimate goal is to become the premier marketer of functional beverage within 5 years. Target Market Generally, the target groups of consuming functional drinks should be youngsters aged from 15 to 35 years-old, in particular, people enjoy extreme sports, active nightlife and lifestyles. Indeed, Red Bull has differentiated the market into five groups including drivers, students, people who work in office or go out at day and night as well as playing sports (4). Points of Difference The point of difference of Red Bull to make it become the world No. 1 energy drink and differentiate with other competitors are: * The pioneer of functional drink that makes consumer feel premier and confident. * Being scientifically proved that the energy drink can really increase concentration and reaction speed, and result in increasing performance. * By owning sport teams and organizing events as part of advertising and promotion, Red Bull portrays a scene that drinking a can of Red Bull will contribute to top performance during contests. Positioning Red Bull has a very clear and unique position of Product: it appeals to different high-energy consumption groups that five groups (sports, clubbing, workers, students and drivers) as mentioned before are positioned, in particular, the youngsters aged from 15 to 39 within which 15-29 is the core target customers. Five main functions are also highlighted in consumers’ mind: increase performance, concentration and reaction speed, enhance vigilance and metabolism.