Abortion From An Ethical Point Of View Essays - Abortion

Abortion From An Ethical Point Of View Essays - Abortion Abortion From An Ethical Point Of View Describe and evaluate any two contrasting theoretical approaches to the moral debate of abortion. * * * It is widely accepted that the fact of abortion has been a subject of conversation and controversy for many decades. Since the proportion of people who accept abortion as a normal procedure is equal to the proportion of those who think of abortion as a crime, through time a lot of measurements have been taken against abortion but concerning its defense as well. Although the fact of abortion has been examined through its scientific and religious side, in this assignment we will try and examine abortion from an ethical point of view. The best way for someone to refer to abortion on an ethical basis would probably be through the description and evaluation of the subject based on two of the most known theoretical approaches: those of Kants and of Utilitarianism (Act and Rule). Beginning with the approach of Utilitarianism, we must say that Utilitarianism, is concerned basically with pleasure and with pain. Therefore someone should be concerned with the amounts of pleasure and pain in situations where abortion is permitted as contrasted with the amounts of pleasure and pain where abortion is forbidden. It might be suggested that the main consideration would be the interests of the fetus: not only can its future life be expectedly happy (or at least having a balance of happiness over suffering) it might also be the case that the abortion itself is painful, particularly if it occurs later in the pregnancy. However this focus on the fetus is unwarranted since any suffering involved in the abortion itself can be avoided by simply aborting the pregnancy sooner (before the fetus has even developed the capability of suffering), or with painless techniques. The direct suffering of the fetus can therefore be no argument against abortion generally, only the bad practice of it. A more significant consideration exists if we hypothesize that the future life of the fetus involves a probable balance of happiness over suffering for the fetus. This would seem to be a definite point against abortion, though not, a dominant one. The second party that we should consider are the parents and other family, and guardians if the alternative to abortion is adoption. According to some studies, having a baby appears to decrease the happiness in a relationship - even in those cases where the pregnancy is desired. But again, this need not be considered too much, it is not a dominant consideration. As is the case with many issues in a utilitarian system, the rightness or wrongness of the act in question turns mainly not on the effects of the act on the agent, nor on the beings directly affected by the act, but on the less direct effects on the community at large. That means that the issue of abortion actually becomes one of the desirability of increasing or decreasing the population. Given that there must be some population size that can be regarded as the perfect size, if we are allowed to place it this way for a society, it is clear that Utility will ban new births above this amount while below this population size Utility will prescribe reproduction. So the utilitarian, who suggests that the future happiness of the child, combined with the estimated value of the effects on others, is such that Utility opposes abortion, must admit that this would imply that Utility prescribes an increase in population and that this would apply to anyone capable of producing a child. So Utility is generally against abortion only when it is generally for raising the population. In terms of utility, the actual act of abortion is not a particularly significant one. A brief mention must be made of why it is that the relative effects on the community at large are dominant in this issue, and why the other considerations are not. It must be remembered that the raising of a child in a modern developed country has a very large cost in financial terms, which is highly significant. It is well known that the amount required to raise one child in a developed country could probably raise many more in a poorer

Free Essays on Rape Drugs

DATE RAPE DRUGS â€Å"I was so sick when I woke up,† the 25- year old woman said. â€Å"I couldn’t remember anything. I didn’t know where I was or how I got there. There was vomit on the bed and stuck in my hair. He was naked, and I was naked. He said we made love. This woman, like many others, was a victim of a drug- induced date rape, a growing problem among young women, and men, hitting the nightclub and bar scenes. There are a multitude of drugs being used by these perpetrators, but I am going to focus on Rohypnol. This seems to be the one, most of these innocent victims, are getting drugged by. The â€Å"date- rape† drug is Rohypnol. Street names are roofies, roach, rope, R-2, Mexican Valium, and rib. It’s usually dependant on which part of the country you live in. The drug, which is highly illegal in the United States, is an odorless, tasteless, white tablet resembling aspirin. It dissolves right into a liquid making almost impossible to detect. Though small in size, Rohypnol packs enough power to cause memory loss and unconsciousness, rendering you helpless. It is usually felt within 20- 30 minutes. The strongest effects occur within 1 to 2 hours, with overall sedative effects lasting around 6- 8 hours. That’s pretty scary. That leaves you totally vulnerable, unaware what is happening to you and your body for 6-8 hours. A lot of damage can occur during that period of time, and it unfortunately usually does. Adverse effects of this drug include decreased blood pressure, memory impairment, drowsiness, visual disturbances, dizziness, confusion, gastrointestinal disturbances and urinary retention. On a more serious note, many people have died from this drug. It has a tendency to cause major convulsions and seizures, which lead to death. This is one of the ways society learned of this drug. Emergency rooms had become suspicious of these seizures, and tested their blood, finding Rohypnol. Reports of abuse on many college ... Free Essays on Rape Drugs Free Essays on Rape Drugs DATE RAPE DRUGS â€Å"I was so sick when I woke up,† the 25- year old woman said. â€Å"I couldn’t remember anything. I didn’t know where I was or how I got there. There was vomit on the bed and stuck in my hair. He was naked, and I was naked. He said we made love. This woman, like many others, was a victim of a drug- induced date rape, a growing problem among young women, and men, hitting the nightclub and bar scenes. There are a multitude of drugs being used by these perpetrators, but I am going to focus on Rohypnol. This seems to be the one, most of these innocent victims, are getting drugged by. The â€Å"date- rape† drug is Rohypnol. Street names are roofies, roach, rope, R-2, Mexican Valium, and rib. It’s usually dependant on which part of the country you live in. The drug, which is highly illegal in the United States, is an odorless, tasteless, white tablet resembling aspirin. It dissolves right into a liquid making almost impossible to detect. Though small in size, Rohypnol packs enough power to cause memory loss and unconsciousness, rendering you helpless. It is usually felt within 20- 30 minutes. The strongest effects occur within 1 to 2 hours, with overall sedative effects lasting around 6- 8 hours. That’s pretty scary. That leaves you totally vulnerable, unaware what is happening to you and your body for 6-8 hours. A lot of damage can occur during that period of time, and it unfortunately usually does. Adverse effects of this drug include decreased blood pressure, memory impairment, drowsiness, visual disturbances, dizziness, confusion, gastrointestinal disturbances and urinary retention. On a more serious note, many people have died from this drug. It has a tendency to cause major convulsions and seizures, which lead to death. This is one of the ways society learned of this drug. Emergency rooms had become suspicious of these seizures, and tested their blood, finding Rohypnol. Reports of abuse on many college ...

Media Communication of Scientific and Environmental Information Essay

Media Communication of Scientific and Environmental Information - Essay Example This does not auger well with society needs, as there is nothing like general audience. News reporting should enable decision makers to do their job effectively and at the same time, it should make sense to experts in the field. Thesis Statement. The objective of this review paper is to discuss how unethical partial or wrong reporting of scientific information is. In this context, I will illustrate how partial reporting of scientific views ends up harming the exact masses the media aims to protect. EFFECTS OF SCIENCE AND MEDIA IN DAILY LIFE Economic Ramifications. Scientific claims are usually beneficial to the society in curbing or at least reducing the adverse effect of natural or artificial phenomena to the environment and human life. For instance, the US government had spent millions of dollars to remove asbestos roofing to avoid its effects on human health. In this case, the general population received suppressed information and scientific views that had opposed it ignored. Late r, scientists figured out that the process of removing asbestos produced toxic gases that were more harmful than letting them be (â€Å"New View† 1993; cited in Roll-Hansen 104). The media played a key role in suppressing the information from one side since it had biased opinions towards supporting the government project. This is grossly unethical and goes against the requirement that the media be impartial in their reporting. More research needed to take placed if they had reported the findings of those scientists thereby conserving resources. Finally, there is the need for a good relationship between the media and scientists to ensure that reporting of findings is as accurate and timely as possible. Norwegian Tree Deaths. In Norway, tree death was intense at the beginning of 1980s. This situation was not unique to Norway since it also existed in Germany among other countries and it affected many tree species. Reports focussed on fir and spruce since their deaths were more d ramatic with needle loss and thinning of tree crown before death (Roll-Hansen 105). Though there were many causes of tree death, the most reported cause was acid rain probably because the rest of the causes were boring scientific explanations that would not adequately serve the media’s main profiteering agenda. For the media to make it in the highly competitive environment, the headlines have to be sensational and eye catching. Scientists maintained that the situation was not as damaging as portrayed by the media and the government. They advanced that there should not be a comparison with Germany since the two countries had different dynamics in respect to pollutants and ways of handling it (Roll-Hansen 104). During this time, the Norwegian institute of forest reserve (NISK) organized a conference on the matter. The media was quite disappointed that there was nothing to report showing that the media only had interest in reporting one side of the story and not the other. This was another way of saying that scientific conferences are not sensational or newsworthy enough to generate enough sales in the highly competitive environment. The media criticized the NISK for denying the role of acid in tree death and at the same time ignoring the other causes of tree death proposed by the NISK (Roll-Hansen 106). Though the media criticized scientists for their attitude on the acid rain and forest death, they agreed with scientific reports that acid rain was the

Answer questions Essay Example | Topics and Well Written Essays - 500 words - 1

Answer questions - Essay Example Divorce, advancing technology, or a generation gap does not make teens act fearful, vainly, or irresponsibly. This is part of a rite of passage into adulthood that all humans must go through. Teens have not lost their minds, they are acting out naturally. Teachers and educators must realize that these themes are a fact. Instead of trying to make teens conform and think like adults, teachers need to reach out to teens on their level. Instead of disregarding fears, teachers need to realistically come down on a teen’s level in order to counsel a teen effectively. For example, a teen girl comes to an educator with the confession that she is being abused physically by a boyfriend. It is real easy to say ‘leave him’. However, most adult women cannot leave an abuser. The teacher needs not only to speak with the teen, but recommend a counselor. Most teachers will go straight to the parents or the cops. This causes more problems for the teen. Teens need to be taught how to control the fear. Maybe peer counseling or a teacher can share past experiences as a teen. The most important factor would to understand the teen’s fear and not dismiss it. Another strong theme was about good teachers and not seeing enthusiasm for a subject. Teachers do get tired of teaching the same subject over and over. The same curriculum is used year after year, with a few changes like new books. Teachers must love the subject they are teaching, or they would not have majored in it. Instead of teaching the same curriculum over and over, teachers might try to change their schedules, activities, or assignments within the curriculum. For example, a history teacher could have used the 2008 election for exciting lessons on the Civil Rights, Susan B. Anthony, Vietnam, World War I and II (McCain’s father and grandfather), Africa, Kenya (Obama’s father), and other subjects. The options are endless. Math teachers could have

Jupiter confectionary ltd - quantitative research design Essay

Jupiter confectionary ltd - quantitative research design - Essay Example Results can also be validated for reliability by implementing both a mixed research design methodology. Table of Contents About the Company Purpose of study Objectives of study Need for a research design Types of research design Advantages of the proposed research design Disadvantages of the proposed research design Alternative research design Conclusions References JUPITER CONFECTIONARY LTD - QUANTITATIVE RESEARCH DESIGN About the company Jupiter Confectionary Ltd makes a variety of chocolate bars and has recently introduced a healthier range of cereal-based breakfast/snack bars. Purpose of study Jupiter now wants to evaluate customer satisfaction with the new product line. The brand manager has suggested running an online survey, printing the web address on the packaging and offering a prize draw as an incentive for people to participate. Objectives of study 1) To discuss the advantages and disadvantages of the proposed research design, and 2) To propose other approaches that might be more appropriate. Need for a Research Design Rose and Sullivan (1996) observed that there exist patterns in the universe, certain specific patterns for all kinds of activities that can be noted on careful observation. These specific patterns in the universe and the behaviour in time can be explained and predicted to a certain extent to a certain accuracy based on the information or data collected at that particular time. However, there is a large amount of data available for a particular activity, that is often confusing, and the researcher needs to select that particular data that is most relevant to the activity in time. Understanding the behaviour of the data collected helps explain complex concepts or theories through developing hypotheses about the relationships that may exist between the data collected. Further, the hypothesis can be validated for correctness and patterns of behaviour collated to explain the theories (Mamia, 2012). While conducting a research design, sever al aspects of the research are to be considered since the object of research is always dynamic and so the data collected is also changing in time. Further, there are two basic kinds of research design methodologies, descriptive and explanatory. While descriptive research attempts to research what activities happen or exist in the social sphere, explanatory research helps explain why the activities happen or exist. A typical research should include both descriptive and explanatory research as usually, good explanatory research is always built on descriptive research. A research in itself needs to be planned sufficiently to achieve the desired results (Mamia, 2012). Typical research design involves identifying project methodologies, planning the processes and identifying strategies while moulding the research objectives through the methodology and context (Richards, 2006). Types of Research Design Research design can be theoretical or empirical, qualitative or quantitative or a combin ation of theoretical and empirical, qualitative and quantitative. Research can be aimed at comparison or classification of the available facts through theoretical or empirical frameworks. However, most common method of research design is to use both theoretical and e

Highland Springs Entry into China

Highland Springs Entry into China International Marketing: Highland Springs Entry into China Market Selection and Environmental Analysis Executive Summary â€Å"Increased global communication has also created a greater diversity in the marketplace. Consumers are becoming more sophisticated because of the increased scope of communication, requiring a flexible and responsive strategy, instead of standardisation.† (Prevos, 2008) page Despite converging consumer and market factors, intrinsic differences still exist between country markets and even within countries in terms of regional and cultural factors.Ref More recent debate has tended to centred around the notion of increasing fragmentation, thought to be in conflict with the concept of globalisation itself ref and Yangs (1995)page research deals in much detail with what he refers to as â€Å"the seeming contradiction between rising nationalism and globalism† citing that â€Å"it appears that political and economic boundaries need not necessarily converge anymore.† Although many believe that C consumer markets have converged in terms of tastes and preferences across markets, thus offering potential for strategically equivalent segmentation (Kale Sudharsham, 1987). Tthere still exists vast disparities in terms of the PESTLE factors impacting upon business, particularly social and cultural elements but also the regulatory factors which govern industry, and ultimately, determine the strategies firms opt to pursue. Thise report shall proceed to analyses those factors which impact most on Highland Springs entry into the Chinese market and the subsequent strategies it pursues. It is by no means exhaustive as there are so many inter-related factors at play simultaneously and in varying degrees from a global perspective. Thee report has attempted to analyse those factors deemed to beconsiders the most significant factors, and in particular, with a focuses on the cultural elements which eaffect consumer behaviour and which have the most direct impact o n the strategy which Highland Springs opts to pursue strategy in the Chinese market in the launch of its premium bottled water brand. Environmental Analysis â€Å"There exists a well-developed literature of market failures committed abroad by international marketersOne major reason of such failures is poor market selection.† (Rahman, 2003) Although From table 1, It is clear that China is viewed as offers offering muchsignificant potential for western manufacturers, particularly of consumer goodshowever , a thorough environmental analysis is highly recommended, Ggiven the stage of Chinas economic development and the fact that despite its rapid and impressive progression in recent years, it still lags behind developed markets not only in terms of consumer buying habits and and sophistication, but also most significantly, in terms of market infrastructure which impacts significantly on the subsequent elements of the marketing strategy to be implemented, particularly distribution and logistical elements of bringing the product to market. The Chinese market is highly fragmented on a regional basis and is characterised by much diversity in terms of consumer income as well as propensity to buy certain goods or products. Such disparities are most notable when analysing the vast discrepancies in income levels between the urban and rural populations. â€Å"Few of us know even simple facts about the geography, culture, and economics of countries other than our own. Even fewer people have at their fingertips details that tell whether their goods will sell in a particular market.† Cavusgil (1985) states that few people know the basic tenents of geography, culture or economies of countries different from their own and continues that there are even fewer people who know whether their products will be sold successfully in specific markets. (Cavusgil, 1985) Chinas market is geographically vast in comparison to Highland Springs domestic UK market and its other international markets primarily in developed economies, with much higher numbers of potential consumers. It is also highly diverse in cultural terms internally than the company may be used to dealing with in international markets and characterised by huge differences in terms of social and cultural aspects including language variations on a regional basis which implies that a standardised approach is less applicable. Arguably, Carey (2006) posits that much of the demand for Western-type products is forecast in the highly urbanised areas and in the special economic zones where many workers with available spending power are located and given the nature of the product, considered at the luxury end of the market, this is highly relevant. Despite its progression, as Carey (2006) highlightscontinues that, â€Å"tThough urban incomes are rising, the majority of the Chinese population rem ains mired in rural poverty, awaiting economic and political reforms that may not happen for another decade, if at all.† Table 21. Off-Trade Sales Value and Growth of Bottled Water Region Value ($ million, 2003) CAGR (1998-2003) CAGR (forecast) (2003-08) East China 827.5 18.4% 12.0% North and Northeast China 511.5 17.8% 12.0% Mid-China 466.8 22.3% 16.0% South China 475.7 18.0% 12.0% Southwest China 335.7 23.1% 16.0% Northwest China 179.6 24.3% 16.0% Source: Euromonitor. Soft Drinks in China. April 2004. Check Chinas economic progression has resulted in increased demand for many products and services, such as for example mineral water. In addition, the fact that as clean drinking water is a scarce commodity, has seen the market has grown rapidly in recent times, highlighted by the table abovesince 1989 (Table 2), though this also has implications for the strategy to be adopted, particularly with regarding to issues relating to Corporate Social Responsibility. Highland Spring is different from many of the suppliers in the market given that it is considered to be a premium brand which emulates certain lifestyle elements of the developed West in much the same way as Perrier or Evian of France do., Ttherefore entryherefore, entry into the market does not indicate that it would be competing head-on directly with the domestic playerscompetitors. This is relevant as many market commentators see higher income consumers in emerging markets as chooseing to purchase foreign brands which tend to commu nicate wealth and success. In this respect, Highland Spring is therefore at the premium end of the water market and its Scottish origins should allow the brand to align itself alongside the leading foreign brands that are already established in this e market and to which many in the emerging markets such as China are viewed as aspiring toaspire, for example, China. The Scottish origin should also allow it a degree of differentiation to the predominantly French origin of the leading playersbrands. â€Å"Although in countries such as India and China consumption rates are not as high they have risen dramatically, tripling in India and doubling in China over the past 5 years. In countries such as these the main product line is Nestle pure life, a low cost purified tap water with added minerals.† (Edwards, A., 2007) The analysis here has highlighted demonstrated that the potential demand for Highland Spring is likely to derive from those consumers who earn proportionately moremore, for example, in income terms such as professionals and also the younger segments of the market who are likely to be more exposed to Western- style goods particularly with the increase in overseas education and travel as well as exposure to media, such as including the internet and cable/satellite television., though Though censorship remains high in the nation, it is assumed that the nature of the product should not make this such an problem issue as it would for manufacturers of, for example alcoholic beverages, for example. In addition, an important target segment shall be is the expatriate community which could prove a lucrative segment, particularly in the leading cities of Shanghai and Beijing, thus making the hotel, restaurant and leisure segments of the market highly attractiveprofitable. It is unlikely that th e product shall achieve much success in targeting the lower-income segments of the population given the availability of and loyalty to local regional brands as well as the substantially lower prices of such products. This highlights demonstrates how, despite the substantial cultural differences in existence regionally in China, there is still scope to adopt strategically equivalent segmentation (Kale Sudharsham, 1987) across specific target segments in the market, (Kale Sudharsham, 1987).Tthough clearly, adaptation may be necessary to some or all aspects of the marketing variables in the context of the political, regulatory and cultural factors at play. This market analysis is by no means exhaustive but has rather highlighted those factors at play which have the most impact on the subsequent strategy to be pursued by Highland Spring in China. Further information relating to the market and consumer buying behaviour is contained in the appendix. The preliminary analysis has also highlighted demonstrated that despite the diversity inherent in the Chinese market, there is certainly potential for the Highland Spring brand across specific market segments. In addition, despite the apparent differences between consumers in mature markets in comparison to China, in terms of the Highland Spring brand, given the luxury nature of the product, there is also much similarity, thus epitomising Levitts (1983) theory of converging commonality and Ohmaes (1989) view of â€Å"Managing in a Borderless World† where he highlights how leading premium or luxury brands lend themselves more to global standardisation. Simultaneously, while there remains much scope to extend the global branding and positioning of the product in the market, the fact remains that premium bottled water is still regarded by many as considered to be in the infancy stages in China as opposed to the mature markets of the West. This implies that despite convergence, adaptation is still required if not to the product itself, but to the marketing strategy to be implemented in order to obtain â€Å"â€Å"strategic fit† (Aaker, 1992) between the product and the market. An important consideration for Highland Spring in its launch is the image of the industry as a whole, particularly, from an international perspective. Given that many are of the opinion that Wwater is a basic human necessity., Mmany firms within this market continuum ,for example,such as Highland SpringSpring, at the premium end and Nestle at the lower end within this particular sector and Nestle at the other end of the scale, have been criticised for essentially profiteering from emerging economies such asfor example China and India where the availability of clean water is scarce and in some instances, non-existent. This must be considered from both an international as well as local perspective so as to protect the value of the brand and its positioning in consumers minds. The companys commitment to both environmental and social sustainability cannot be over-emphasised in its proposed launch of its product in the Chinese market and must also be considered with regarding to any partn erships or alliances that are formed.entered into. Marketing Mix Strategy Product Strategy â€Å"When it comes to product strategy, managing in a borderless world doesnt mean managing by averages. It doesnt mean that all tastes run together into one amorphous mass of universal appeal.† (Ohmae,( 1989) states that product strategy does not have to be â€Å"managed by averages†and continues to suggest that individual brands of water can retain their own special taste. The very nature of the product implies that little adaptation should be applied if any at all as part of the appeal and the value of the brand itself, are the Scottish origins. The â€Å"Scottishness† of the brand also appeals to the psychological experience of consumption as highlighted stated by Clegg (2005) â€Å"Working the link between place of origin and product quality is the oldest trick in the brand book. It milks our thirst for mythology and plays mercilessly on our superstitious hope that special places have the power to revitalise and transform.† Highland Spring must however, ensure that it meets with stringent regulatory requirements in the Chinese market and must also ensure that the transportation of the products does not in any way adversely affect the contents and quality of the water itself. The research has also highlighted that many Chinese consumers view bottled water as being ref more beneficial to health with many multinationals such as Nestlà © opting to add vitamins and other health-associated minerals to their water brands in an attempt to appeal to a wider range of consumers and gain advantage over competitors, particularly the local playersbrands. This, however, appears to be more at the lower end of the market rather than the premium end in which Highland Spring should be positioned and appears less relevant as the aesthetic elements of the product have more influence over the purchasing process. Labelling may require adaptation, again given the regulatory environment as well as the language barriers in existence. Although China is characterised by low literacy levels in comparison to the developed World,ref it is assumed that the target segments in question shall be characterised by higher literacy levels than one might normally associate with brands competing in the lower-priced segments. In addition, with regard to product policy, it must also be highlighted that the product itself, while remaining largely standardised across national borders, is at varying stages of the product life cycle in different country markets. Highland Spring can be considered as being in a mature market in the UK and other more developed economies, whereas in China it is at the introduction stages of its cycle and in the consumer adoption process. This has an influence on the subsequent communication and distribution elements of the mix especially at the early stages where communicating the essence of the brand and any associated benefits, both tangible and intangible shall will be of paramount importance. Price Pricing is an important variable to consider as Chinese consumers are deemed to be more price-sensitive than their Western counterparts as highlighted by St-Maurice (2008): â€Å"On average, Chinese consumers are willing to pay a premium of about 2.5 percent for a branded product they purchase regularly, By contrast, in developed markets, premiums for familiar brands can reach 20 percent or more. Our research suggests that rising inflation is making Chinese consumers more price sensitive and less loyal to their preferred brands.† Analysis of competitors pricing policies should be examined especially the leading French players in the market. It may be prudent initially to introduce the product at a lower price than competitors in order to gain a foothold in the market. Appropriate distribution agreements with local agents should facilitate this and assist in keeping prices down initially with the anticipation that margins shall will rise as the product gains a foothold in the market. Given the premium nature of the product it is important than price also communicates the brands quality and prestige image while simultaneously not being positioned so high as to exclude potential customers. Promotion â€Å"As China becomes a major player in the global economy, authorities in Beijing are trying to balance the need for more information with their goal of controlling content as a means to maintain power.† (Zissis, C. and Bhattacharji, P., 2008) This is perhaps the variable in which adaptation is most likely to occur given the cultural differences inherent within the Chinese market. It is also important yet again, to be aware of any regulatory requirements regarding information communicated through promotional media as well as on labelling requirements. However, it is safe to assume that in spite of the variances in terms of regulations as well as language barriers, the promotional element should be relatively consistent on a global basis in order to create a global brand with more universal appeal. Country of origin is an important element to communicate as well as the pureness, quality and superiority of the product highlighting, perhaps, certain elements which may be deemed more important to the Chinese consumer, particularly any health or purity elements which would serve to differentiate and position the brand above the leading foreign competitors in the marketplace. An interesting element to consider is the massive inc reases in the number of Chinese visitors to events such as the annual Edinburgh Festival so some sort of tie-in or complementary advertising with relevant tourist companies or airlines, both international and Chinese operators, may be prudent in heightening brand recognition out with the Chinese market initially. As highlighted by the environmental analysis of the market, literacy levels are substantially lower in the Chinese market yet the target market in question is assumed to be within those segments that possess the relevant literacy levels as well as the available disposable income. The same can be assumed in terms of access to communication mediums such as quality and international press as well as television and internet. The same mediums may not, for example, be options for those companies targeting the lower priced end of the water market where much more local adaptation shall undoubtedly be required and thus images become much more important as well as billboard and regional campaigns such as in-store promotions. However, despite recommendations to promote a global campaign â€Å"adapting global programs to the local level can often improve the effectiveness of a campaign.† (Aaker and Joachimsthaler, 1999) and this is likely to be reflected in the medium used rather than the promotional messages and images themselves. Sponsorship with leading sporting or other social events and special offers or tie-ins with other products or establishments such as hotel chains and health spas should also be examined in order to gain more exposure for the brand in the early stages. Place Highland Spring is involved in both the on and off- trade in its domestic market whereas in China, sales are likely to be predominantly, if not wholly concentrated in the on-trade, primarily through hotel and restaurant chains and in exclusive wine bar/bistro type establishments in the highly urbanised zones of the main cities of Beijing and Shanghai in order to target segments directly as well as to raise the profile of the brand. Clearly the reputation and standing of such establishments in the market must be consistent with the quality and image of the Highland Spring brand itself. Market Entry Strategy This is perhaps the most important element of Highland Springs launch in the Chinese market as the choice of suitable partnerships in terms of distribution, logistics and retail establishments shall be overwhelmingly important to the subsequent success or failure of the product launch. Analysis has highlighted that the Chinese market per se is still extremely complicated to operate within. Despite the progress made in terms of lowering trade barriers, many obstacles still exist and protectionism is still very much a reality which foreign operators must contend with. As a result, many markets, particularly consumer markets, are characterised by a high proportion of strategic alliances and joint ventures and distribution arrangements than one might normally encounter in more developed economies. Foreign companies appear to have opted for this style of partnership as a means to overcome some of the obstacles in the marketplace, affording them more control over activities and gaining add ed insight into the local operational complexities. This is in line with what Ohmae (1989) refers to as â€Å"market insiderization† achieved through collaboration with local agents established in the market who are aware of the intricacies of operating in the Chinese business environment. Although predominantly entering the market through exporting, also deemed necessary given the nature of the product and the fact that country of origin is an essential part of the brand itself, C collaborative arrangements shall be necessary with domestic Chinese firms in order to facilitate entry into the market, as well as the subsequent distribution of the product itself. The identification of a suitable partner shall be required, one which offers expertise in terms of knowledge of the market and a well-established and reliable distribution network in place with links into prospective retail outlets. Given the premium image of the Highland Spring brand, partners, distributors and any other agents appointed in the market, must also be reliable and well-thought of within the industry. Another important element to consider is that all storage and distribution facilities comply with both Chinese and international regulations to ensure that the product quality shall be retained when in transit and in storage. Highland Spring already have an arrangement in place with a US-based company named Savi Networks and employ the companys SaviTrak(TM) for Wireless Cargo Monitoring system in many of their international markets. This shall be explored in terms of capabilities within the Chinese market as the company is already active in Hong Kong. As Highland Spring explains, â€Å"Whether it is our devotion to protecting our Organic Land or using the latest in technology to manage the flow of our natural product to distant consumers, we are incessant in our quest that the customer experience, whether in Hong Kong or Dubai, be the same quality as those in the UK.† (PR Hub, 2009) Further details of this are contained in the appendix. Clearly a major factor for success is the distribution capability of potential partners in the marketplace. Related companies in the alcoholic and soft drinks segments of the market, particularly international companies such as PepsicoPepsiCo or Diageo, or even in conjunction with other food related companies such as Scottish Salmon, may offer the potential to form collaborative distribution arrangements such as piggybacking. This could also be of benefit not only in terms of lowering costs but also from the point of view of providing non competing but complementary products to the market and may be of particular appeal to many of the larger hotel and retail outlet chains in the nation. This would also substantially lower the risks involved in market entry into the Chinese market. Although on the whole, the analysis has highlighted that some sort of partnership or arrangement with local players is deemed necessary, this does not rule out the opportunity to enter into partnership with other foreign firms already established in the market, and as highlighted in the preceding paragraph, this could provide added opportunity and and economies of scale scale economies for all involved in both the supply and demand for the product in question as explained by Young et al (1989) â€Å"where the company sells its goods abroad through the overseas distribution facilities of another producer; the two firms would normally have complementary, non-competitive products.† References Aaker, D. and Joachimsthaler, E., 1999, The Lure of Global Branding, Harvard Business Review, November-December. 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Zissis, Bhattachari, 2008, Media Censorship in China, Council For Foreign Relations, March 18 available at http://www.cfr.org/publication/11515/p-9 http://www.worldwatch.org/node/5063, accessed 15/02/10 PR Hub available at http://blog.taragana.com/pr/highland-spring-ltd-uk-selects-savi-networks-savitraktm-for-wireless-cargo-monitoring-8443/, accessed 13/02/10 Bibliography Aaker, D. and Joachimsthaler, E., 1999, The Lure of Global Branding, Harvard Business Review, November-December. Aaker, D., 1991, â€Å"Managing Brand Equity†, The Free Press, New York. Aaker, David A, 1992, â€Å" Strategic Market Management†, John Wiley Sons Inc. Arnold, D., 2000, â€Å"Seven Rules of International Distribution†, Harvard Business Review, November-December. 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The Steps Which America Should Take to Reduce Our Dependence on Foreign

It is important that America should take immediate action to reduce its dependence on foreign oil. If America continues to have a great demand for it, it will create a threat to the country’s economy and national security. There are three primary actions that America might take in order to reduce its dependence on foreign oil: Alaskan oil drilling, off-shore oil drilling, and natural gas drilling. America’s dependence on foreign oil is a threat to its economy. Per minute, America wastes $200,000 and per hour, $13 million by relying on it (Natural Resources Defense Council, p. 1). Gasoline consumption has led to an increase of costs of oil which is passed on to consumers at the pump, through more expensive goods and services, and in a weaker job market and lower stock prices (Natural Resources Defense Council, p. 3). Therefore, if current trends in oil demand and prices continue, economic impacts for the U.S. will intensify. It is possible for America to reduce its dependence on foreign oil, but the petroleum industries and other monopolies have paid Congress to take out the competition (Worthington, p. 1). Legal monopolies are targeting the market effects of foreign oil, which increases profits, while America’s government obliges them. Unfortunately, these de jure monopolies have kept America in a dirty fuel monopoly that has been arranged to terminate its o nly competition to create a government-granted monopoly (Worthington, p. 1). As for the national security, by importing more and more oil each year, there is an increase of demand and a decrease in domestic production. The United States can become more secure by enforcing the work on farms and factories to reduce our thirst for foreign oil (Natural Resources Defens... ...es revenue from the sale of offshore charters and helps win political support for energy and climate legislation (Broder, p. 2). The political response to off-shore drilling is positively approved. The Offshore oil drilling plan is considered to be a new chapter in the nation’s search for an approachable energy policy that can release new areas to oil and gas enlargement. Interior Secretary, Ken Salazar, has said that he hoped to rebalance the nation’s oil and gas policy to block oil exploration beneath virtually all public lands and waters (Broder, p. 3). An option, that was introduced, other than depending on foreign oil and reducing oil imports was the use of biofuels. This can lead to an increase of the purchase of hybrid cars for the motor industry. Off-shore drilling is an appropriate action that can reduce the amount of foreign oil imported by America.