Marketing Study on Portable Water Cooler Essay Example

Marketing Study on Portable Water Cooler Essay Executive Summary Breeze Waters will introduce a bottled water cooler that is portable and easy to bring outdoors and will provide cool/cold water anytime, anywhere. The product’s main feature is its portability. Bottled water coolers are mostly indoors and are place in a fixed spot in vicinity. Our product will take on the mobility of users as the target market will be professional athletes that are always on the go in their trainings and game tours, and other professionals whose work are mostly on the field and access to a cool/cold water is limited to stores and offices. We are also taking advantage on the health benefits of cold water as a daily human need. The primary marketing objective is to achieve first year Philippine market share of one percent (1%) with unit sales of 1,000,000. The primary financial objectives are to achieve first year sales revenues of P5 million, keep the first year losses to less than 100000, and break even early in the middle of first year. I. Situation Analysis A water cooler is a device that cools water. It is generally broken up in two categories. First is the bottle-less or the point of use (POU) water coolers where the device is hooked to a water supply. Second is the bottled water coolers (BWC) that requires large bottles from vendors. In recent years, with increasing attacks from the environmental movement on bottled water in small plastic disposable bottles, water coolers has emerged an arguably the more environmentally friendly approach to dispensing bottled water. Market volumes for water coolers are holding steady, despite difficult market conditions. We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Whilst the overall market was stable, figures showed an increased bias in favor of POU coolers as against BWC. However this decline for BWCs is expected to slow over the coming year. Market value in 2009 had decreased since the peak experienced in 2005 but still showing some growth taking as a whole decade since 2001. Philippines market for water coolers had developed slowly since the 1990s, but aggressive cut-price competition has resulted in very low margins that are insufficient to offer quality delivery service to the consumers. Consumers mostly in the public sector felt it was best for staff working in large offices to have ready access to water and for this reason BWCs can provide a more flexible option. In the private sector, too, smaller companies and those, for example on construction sites, who need ready supply of water, choose the bottled variety. However, current market has not yet considered providing cool/cold water to workers that are always on the go and does not stay in an office for a long period of time, through the use of a BWC. To gain market share, Breeze Waters will focus its efforts on a specific target market bringing in the feature of portability as a value to be created in a growing market of water coolers. 1. Market Summary Breeze Waters’ market consists of professional fieldworkers (sales representatives, field auditors, surveyors, etc. ) and athletes who are always on the go and seldom stay inside an office or a building. After being on a field for a long period of time, these consumers would like a drink of cold water especially during hot and humid temperatures, and would find it more convenient if a cool/cold water is readily available. Exhibit A shows how Breeze Waters addresses some of the most basic needs of the target market in a cost-effective manner. The additional benefits like temperature adjuster, being cordless, and chic design of the product just enhances its appeal to the identified segments. Bottled water coolers are operated by either thermo-electric or compressor units. Thermo-electric units are silent and the most cost-efficient to operate but are not suitable for use in very hot environments. Compressor units, on the other hand, are extremely powerful and produce colder water, even in the highest temperatures. Both types can dispense cold, or room-temperature, depending on the particular brand and model. Exhibit A: Needs and corresponding Features/Benefits of Breeze Waters |Target Segment |Customer Need |Corresponding Feature/Benefit | |Professionals Clean and crisp cool water while on the go |Portable water cooler from 12 ounce to 1 liter | |Fieldworkers, |Â   |sizes. | | | | | |Athletes | | | | | |Stays cold for a longer period of time. | |Readily available whenever and wherever |Can be plugged in to any power source. | | |Cordless |Battery operated and rechargeable. | | |Adjust water temperature |Temperature adjuster based on the user | | | |preference. | [pic] 2. Market Demographics The profile for the typical Breeze Waters customer consists of the following geographic, demographic, and behavior factors: Geographics Breeze Waters will initially focus its effort of distribution in the Philippines, particularly in multinational and local companies that have employees engaged in field works such as pharmaceutical companies, heavy equipment companies and other organizations that invest heavily in marketing agents and sales representatives to sell their products. ? Breeze Waters will also cater to Philippine national and college/university sports teams particularly basketball and football. ? Total targeted population is 100,000 users in the first year of operations. Demographics ? There is an almost equal ratio between male and female users. The working group aged 22 to 35 will be the bulk of Breeze Waters products. They are mostly the age group that companies hire to be their sales representatives and/or agents. ? Part of Breeze Waters clientele will be the sports athletes both in university and national levels. This will comprise of users aged 17 to 21. Behavior Factors ? Users enjoy cold and crisp water anytime, anywhere especially after hours of working and/or practice/games. ? Users usually bring handy water containers when travelling long distances. ? Users are always on the go and are assigned to far flung areas where instant access to cold water is unlikely. Market Analysis | | | | | | | |Potential Customers |Growth |2013 |2014 |2015 |2016 |2017 | |Working group aged 22 to 35 |15% |50,000 |57,500 |66,125 |76,044 |87,450 | |Sports Athletes |Â   |Â   |Â   |Â   |Â   |Â   | | National |10% |35,000 |40,250 |46,288 |53,231 |61,215 | | Collegiate/University |5% |20,000 |23,000 |26,450 |30,418 |34,980 | |Other |3% |10,000 |11,500 |13,225 |15,209 |17,490 | |Total |33% |115,000 |132,250 |152,088 |174,901 |201,136 | 3. Market Needs Breeze Waters is providing the market with a handy water cooler that anyone can bring anytime and anywhere, and have a cold and crisp water at their beck and call. The c ompany seeks to fulfill the following benefits that are important to its customers: ? Portable/Mobile. Users can bring anywhere a water cooler to provide them with fresh and cold water anytime they want. ? Rechargeable. Permanent power source will not be needed always as the product runs through battery. Users can just bring spare batteries like for cell phones and digital cameras to continue usage of Breeze Waters. Adjustable Temperature. Users don’t just get cold water, they get the cold water they want. Drinkers of cold water have varying preference as to the degree of coldness in the water they are drinking. Some like it ice cold, some just like it chilled, and some like it depending on the weather. With this feature, Breeze Water is able to give the drinker the freedom to adjust the water’s temperature according to preference. 4. Market Trends Breeze Waters will differentiate itself from other similar products in the market in its portable and rechargeable feature . Research of the current market revealed that no product exists similar to Breeze Waters. Closest product to Breeze Waters is the typical water coolers that operate on a permanent power supply and smallest size cannot be conveniently put inside an average backpack or is too bulky to carry around. The water cooler market is composed of approximately 360,000 bottled water coolers. Over the last several years many bottled water cooler customers have migrated from bottled coolers to mains-fed plumbed-in. POU (mains-fed) water coolers now account for approximately 50% of the market. However, the migration from bottled to POU (mains-fed coolers) has all but ceased. Latest available data (2000 to 2013) showed that the total market will enjoy modest growth of 1% or 2% per annum over the next four years, with little or no change in the product mix between bottled and POU coolers. [pic] 5. Market Growth Using figures based on factual volume and financial data provided directly from members of British Water Cooler Association, the review contained some surprising results as it reported on the trends for Point of Use and Bottled Water Coolers over the last 5 years. There was a modest growth in bottled water coolers and a continuing reduction in the growth for mains fed water coolers, with improved margins for bottled coolers against plummeting margins for mains fed coolers. The same too can be expected in the Philippines as people are clamoring for clean water especially that not all places in the Philippines can provide clean water. Plus the need for cold water especially in areas without electricity is also high. Giving them the alternative of battery operated water coolers albeit in small sizes is more than welcome. [pic] 6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis Breeze Waters has several strengths on which to bank the product, but our major weakness is the lack of brand awareness and imaging due to little investment in marketing. The major opportunity for the product is its portability and mobility which is a feature that is yet to be tapped in the bottled water cooler market. A major threat on the other hand is that of the mass availability of substitutes like bottled waters that can easily be bought from stores. Strengths a. Portability/ Mobility Breeze water comes in tumbler-like sizes of twelve (12) ounces and one (1) liter that will be easier to bring or put inside a bag for the yuppies and sportsmen that are always on the go. b. Cordless ? Breeze Waters is a water cooler that is able to cool water from a portable power source (battery pack) without any cable or cord to limit its mobility. Furthermore, the user may opt to cool his beverage at the time of drinking which gives a crisp coolness to the water instead of cold water turned tepid due to long period of time being ignored. c. Rechargeable ? The portable power source that makes Breeze Waters portable is rechargeable. Users can bring as many battery packs as they can when travelling to continue easy access to a cool/cold water anytime, anywhere. d. Adjustable temperature ? Breeze Waters is capable of adjusting the cooling level of water depending on the desired coldness of the user. Weaknesses a. Lack of brand awareness ? Breeze Waters has no established brand or image as no similar products are yet available or/or known in the market. Brand awareness will be the primary goal of advertising in the early months after the product launch. b. Small sizes ? The product’s main feature is its portability and mobility which makes the size to be inherently small. Small sizing of Breeze Waters may not satisfy users as to the volume of water they can cool at one time anytime, anywhere. To counteract this weakness, we will emphasize on the value of Breeze Waters that good things come in small packages. Opportunities a. Growing market for water cooler industry ? Customers are becoming more demanding with regard to the look, features and service of water coolers whether in the office or on the go. b. Product is in the introduction phase of product life cycle ? Breeze Waters can be a pioneer brand in the classification of portable water coolers , and intellectual property may be established. Threats a. Varying substitute products ? Instead of bringing portable water cooler in the field, consumers may just go to any retail stores to buy bottled cold drinks and a wide array of choices are available. Breeze Waters have to intensify marketing of the advantages and benefits of a portable water cooler especially in far flung areas where cold water is hard to come by due to, for instance, the absence of electricity and commercial establishments. In such cases having a cold water to drink is a luxury- a luxury that Breeze Waters only can offer. b. Aggressive cut-price competition of water coolers in the Philippine market ? This resulted to very low margins that are insufficient to offer quality delivery service to the consumers. Breeze Waters’ objective of breaking even with the second-year sales is realistic, given the low margins in the Philippine market for water coolers. 7. Competition Research of the current market revealed the absence of product similar to Breeze Waters with regards to size and features. Hence, no direct competition can be identified. However, several substitutes exist as follows: a. Portable Insulated Water Cooler Jug ? Heavy duty construction resists dents and corrosion. Extra thick insulation keeps beverage hot or cold. Screw tight insulated lid. Interior lid vent for smooth pouring. Fast flow faucet for easy pouring. b. Bottled Beverages ? Any potable liquid substance contained in a bottle. Bottled drinks are not limited to water, it also includes soda, energy drinks and others. c. Tabletop Water Cooler Tabletop water dispenser offers both hot and cold water dispensing and thermoelectric cooling. Lightweight design includes durable ABS construction, push button faucets for hot and cold drinking water, a removable drip tray, built-in cup holder, and full LED display for all functions. Hot and cold water operations have separate on/off switches . 8. Product Offerings Breeze Waters offers the following standard features: ? Operates in an ion-based battery pack capable of easy recharging and replacement ? Temperature of water may be controlled depending on the user’s preference ? Handy- sizes of twelve (12) ounces and one (1) liter ? Chic and stylish First year sales revenues are projected at 1 million, based on 50,000 units of 12 ounces and 50,000 units of 1 liter, sold of Breeze Waters at a wholesale price of 500 and 1,000 respectively. Bigger sizes of Breeze Waters will be introduced in the second year and will be focusing on providing cold water to areas without electricity, as a direct competition of main stream water coolers operating through a permanent power source. 9. Distribution Breeze Waters will be distributed through a network of wholesalers and retailers in the top 100 Philippine markets. Among the most important channel partners being contacted are: ? Electronic specialty stores Breeze Waters will be included in featured electronic must haves of the season (summer). ? Appliance Centers Leading appliance centers in the country will carry Breeze Waters in stores, in catalogs and also on-line. ? Bottle fillers To line up with the traditional water coolers and dispensers, Breeze Waters will be included as a handy and chic version of water coolers now available in the market. ? Sports apparels stores Breeze Waters will be introduced as a better and permanent substitute to conventional water jugs and tumblers as workout companion. Distribution will initially be restricted in the Philippines, with appropriates sales promotion support. Expansion outside the Philippines will follow after target sales have been reached. 10. Keys to Success The key to success is being able to engage big companies and teams to contract with Breeze Waters. Through this, the company can establish niche and loyal customer base. As the target market of the product are athletes and field workers who usually travel places, bringing Breeze Waters with them will also serve as advertisement to places where regular publicity and promotions of Breeze Waters cannot reach. 11. Critical Issues As start-up business, Breeze Waters is still in the introduction stage. The critical issues for Breeze Waters are: ? Establish itself as the premier provider cordless and portable water cooler. ? Emerging microbial control issues in cooling water systems ? Constantly monitoring consumer satisfaction, ensuring that the growth strategy will not compromise service and satisfaction levels. II. MARKETING STRATEGY Breeze Waters will aggressively be courting sports apparel shops and bottle filling stores to intensify the product’s distribution to sportsmen/athletes and industry field workers, on the first phase after product launching. Being able to attach Breeze Waters to a popular sports person or team will be a good mode of advertising and publicity for the product. The same thing with the field workers, companies can add to their usual procurement Breeze Waters product for their field personnel and even to office based workers. Being able to contract with big companies will give a steady stream of sales for Breeze Waters at least as the product goes about the introduction stage. After launching Breeze Waters, it will join the season must haves of specialty electronic stores that will present Breeze Water products as personal collectibles, gift items and the likes. Finally, Breeze Waters will join other electronic appliances and conventional water coolers and dispensers in appliance centers nationwide. 1. Mission Breeze Waters mission is to provide cold and crisp water anytime, anywhere through a portable and cordless water cooler, chic and small enough to carry around or put inside an average backpack. 2. Marketing Objectives ? Maintain positive strong growth each quarter (notwithstanding seasonal sales patterns). ? Achieve a steady increase in market penetration. ? Achieve 1% market share in the water coolers market through unit sales of 1 million in the first 2 years of operation. 3. Financial Objectives ? Sales of to achieve first year sales revenues of P5 million. ? Keep the first year losses to less than 500,000. ? Break even early in the middle of first year. 4. Target Markets As mentioned in Exhibit A above, efforts will be focused to the field workers agents and sports people who spend most of their time outdoors. 5. Positioning For professionals on the go who like their cold and crisp cold water readily available anytime, anywhere. Unlike conventional water coolers, Breeze Waters are easy enough to carry around to give the drinker instant access to cold water without the need of a permanent power source. 6. Strategies The utmost objective is to become the pioneer of cordless water coolers available in the market, serving our fieldworkers and athletes in the outdoors where access to cold and clean water is limited to stores in a given area. The marketing strategy will seek to first create customer awareness concerning the offered product. Compared to other industries, the cooler industry has a significant opportunity to use marketing and PR to drive business forward. Small distributors will be tapped given their entrepreneurial expertise. Breeze Waters will be matched with the right markets (fieldworkers and athletes primarily), and the right players within the market. In addition, we like our brand to be perceived as the pioneer in the market that delivers innovative and state of the art water coolers at reasonable prices. 7. Marketing Program ? Pricing. This will be based on a per product retail price. Distribution. Breeze Waters will be introduced to four different channels: electronic specialty stores, appliance centers, bottle fillers, and sports apparel shops. ? Advertising and Promotion. Aside from collaborating with top companies and school and national sports team, promotions will come in small packages as smal l distributors especially in rural areas will also be utilized to widen the reach of the product. Aesthetics will also play an important role in Breeze Waters advertising, as consumers are naturally drawn to attractive things and the photography we will be using reflects the quality of the products and attention to detail we put into it. Customer Service. Perpetual warranty will be provided. Breeze Waters believes that products sale is not the end of the cycle. Customer satisfaction is constant and hence perpetual. 8. Marketing Research We need to cover two main elements of market research: ? Manufacturers. We need to know the market of manufacturers in the geographic area of our target market, including market trends and developments related to manufacturers of water coolers. ? Channel Marketing. We nee to know the trends in channel competition, emergence of new channels, economics, major competitors and substitutes, new technologies and major players in the target market. Being in the introduction stage, our research is mainly secondary research generated by keeping up with the media, including trade press, international association of water cooler companies and the Internet. We should quickly establish a strong filing system so that we can use the information that appears in secondary sources and catalog and organize for effective use later on. III. Financials The following sections will outline the important financial assumptions. Breeze Waters will address break-even analysis, sales forecast, expense forecast, and indicate how these activities link to the marketing strategy. 1. Break-even Analysis The Break-even Analysis indicates what is needed in monthly revenue to break even. Break-even Analysis |12 ounce |1 Liter | |Monthly Units to break-even |1,000 |500 | |Monthly Sales break-even | 500,000. 00 | 500,000. 00 | |Assumptions: |Â   |Â   | |Average per unit revenue |500 |1000 | |Average per unit variable cost |350 |700 | |Estimated monthly fixe d cost |150,000 |150,000 | 2. Sales Forecast Breeze Waters conservatively projected its sales. It will steadily increase sales as the advertising budget allows. Our sales will have a steady minimum increase of 10% per year both for the 12 ounces and 1 liter sizes of Breeze Waters. Sales Forecast |2013 |2014 |2015 |2016 |2017 | |Sales: | | | | | | |12 Ounce Breeze Waters | 6,000,000. 00 | 6,600,000. 00 | 7,260,000. 00 | 7,986,000. 00 | 8,784,600. 00 | |1 Liter Breeze Waters | 500,000. 00 | 550,000. 00 | 605,000. 00 | 665,500. 00 | 732,050. 00 | |Total Sales | 6,500,000. 00 | 7,150,000. 00 | 7,865,000. 00 | 8,651,500. 00 | 9,516,650. 0 | | | | | | | | |Direct Cost of Sales (70% of Sales) | | | | | |12 Ounce Breeze Waters | 4,200,000. 00 | 4,620,000. 00 | 5,082,000. 00 | 5,590,200. 00 | 6,149,220. 00 | |1 Liter Breeze Waters | 350,000. 00 | 385,000. 00 | 423,500. 00 | 465,850. 00 | 512,435. 00 | |Subtotal Cost of Sales | 4,550,000. 00 | 5,005,000. 00 | 5,505,500. 00 | 6,056,050. 00 | 6 ,661,655. 00 | 3. Expense Forecast The expense forecast will be used as a tool to keep Breeze Waters on target and provide indicators when corrections/modifications are needed for the proper implementation of the marketing plan. The same with monthly sales, expenses are also expected to grow at least by 10% each year and a steady contribution margin of 30% for five years. |Monthly Expense |2013 |2014 |2015 |2016 |2017 | |Payroll | 420,000. 00 | 462,000. 00 | 508,200. 00 | 559,020. 00 | 614,922. 00 | |Sales and Marketing Expense | 600,000. 00 | 660,000. 00 | 726,000. 00 | 798,600. 00 | 878,460. 00 | |Depreciation Expense | 60,000. 00 | 66,000. 00 | 72,600. 00 | 79,860. 00 | 87,846. 0 | |Leased Equipments | 144,000. 00 | 158,400. 00 | 174,240. 00 | 191,664. 00 | 210,830. 40 | |Utilities | 120,000. 00 | 132,000. 00 | 145,200. 00 | 159,720. 00 | 175,692. 00 | |Insurance | 24,000. 00 | 26,400. 00 | 29,040. 00 | 31,944. 00 | 35,138. 40 | |Taxes | 240,000. 00 | 264,000. 00 | 290,400. 00 | 319,440. 00 | 351,384. 00 | |Total Expenses | 1,608,000. 00 | 1,768,800. 0 | 1,945,680. 00 | 2,140,248. 00 | 2,354,272. 80 | | | | | | | | |Percentage of Sales |24. 74% |24. 74% |24. 74% |24. 74% |24. 74% | |Contribution Margin | 1,950,000. 00 | 2,145,000. 00 | 2,359,500. 00 | 2,595,450. 00 | 2,854,995. 00 | |Contribution Margin/Sales |30. 00% |30. 00% |30. 00% |30. 00% |30. 00% | IV. controls This plan is about implementation, introducing new and innovative products and making it better. It is worth nothing if not implemented. In this chapter we look at specific implementation programs, and the details that it takes to make it happen. ? Implementation. The following table and chart identify the key marketing programs. Dates and budget are clearly established. Point persons are informed of their main programs and they are on board with implementation We will be tracking plan vs. actual results for each of the programs and discussing them at our monthly meetings. The programs will be revised each year. This year’s plan includes only the programs to be implemented this year. Milestones |Â   |Â   |Â   |Â   | |Corporate Identity Revisions |3-Jan |5-Feb | 10,000. 00 |KMDM | |PR Development Quotes |20-Jan |22-Oct | 20,000. 00 |ACM | |Website Online |2-Jan |30-Mar | 55,000. 00 |KNDM | |Standard Page Brochure |3-Mar |30-Apr | 50,000. 00 |KNDM | |PR: Sponsorship in schoo l leagues |12-Jun |30-Sep | 350,000. 00 |ACM | |Targeted Advertising |16-Aug |15-Nov | 100,000. 0 |KMDM | |Athletes (collegiate/national) |16-Aug |15-Nov | 500,000. 00 |ACM | |Industry Fieldworkers |11-Sep |31-Dec | 300,000. 00 |ACM | |Press Release 1 |6-Jun |6-Jun | 5,000. 00 |KMDM | |Press Release 2 |1-Dec |1-Dec | 5,000. 00 |KMDM | ? Marketing Organization. Our Marketing Department is headed by Arnold C. Madrio, a seasoned marketer exposed in various marketing efforts brought about by his previous experiences in the field. We need the marketing department to maintain its professional integrity above and beyond the specific associates looking out for our marketing goals and implementing the marketing program as best fits our strategy. ? Contingency Planning. The most likely change in the marketing scheme is adding bigger sizes of Breeze Waters and introducing the same to a different market segment. We will be keeping a close eye on the market trends related to this plan. As of today, we expect we can develop our niche and focus without direct competition from the market with the same product specifications. Worst case scenario is that Breeze Waters cannot support itself on a going concern basis and having to liquidate equipment and intellectual capital to cover liabilities. Marketing Study on Portable Water Cooler Essay Example Marketing Study on Portable Water Cooler Essay Executive Summary Breeze Waters will introduce a bottled water cooler that is portable and easy to bring outdoors and will provide cool/cold water anytime, anywhere. The product’s main feature is its portability. Bottled water coolers are mostly indoors and are place in a fixed spot in vicinity. Our product will take on the mobility of users as the target market will be professional athletes that are always on the go in their trainings and game tours, and other professionals whose work are mostly on the field and access to a cool/cold water is limited to stores and offices. We are also taking advantage on the health benefits of cold water as a daily human need. The primary marketing objective is to achieve first year Philippine market share of one percent (1%) with unit sales of 1,000,000. The primary financial objectives are to achieve first year sales revenues of P5 million, keep the first year losses to less than 100000, and break even early in the middle of first year. I. Situation Analysis A water cooler is a device that cools water. It is generally broken up in two categories. First is the bottle-less or the point of use (POU) water coolers where the device is hooked to a water supply. Second is the bottled water coolers (BWC) that requires large bottles from vendors. In recent years, with increasing attacks from the environmental movement on bottled water in small plastic disposable bottles, water coolers has emerged an arguably the more environmentally friendly approach to dispensing bottled water. Market volumes for water coolers are holding steady, despite difficult market conditions. We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Study on Portable Water Cooler specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Whilst the overall market was stable, figures showed an increased bias in favor of POU coolers as against BWC. However this decline for BWCs is expected to slow over the coming year. Market value in 2009 had decreased since the peak experienced in 2005 but still showing some growth taking as a whole decade since 2001. Philippines market for water coolers had developed slowly since the 1990s, but aggressive cut-price competition has resulted in very low margins that are insufficient to offer quality delivery service to the consumers. Consumers mostly in the public sector felt it was best for staff working in large offices to have ready access to water and for this reason BWCs can provide a more flexible option. In the private sector, too, smaller companies and those, for example on construction sites, who need ready supply of water, choose the bottled variety. However, current market has not yet considered providing cool/cold water to workers that are always on the go and does not stay in an office for a long period of time, through the use of a BWC. To gain market share, Breeze Waters will focus its efforts on a specific target market bringing in the feature of portability as a value to be created in a growing market of water coolers. 1. Market Summary Breeze Waters’ market consists of professional fieldworkers (sales representatives, field auditors, surveyors, etc. ) and athletes who are always on the go and seldom stay inside an office or a building. After being on a field for a long period of time, these consumers would like a drink of cold water especially during hot and humid temperatures, and would find it more convenient if a cool/cold water is readily available. Exhibit A shows how Breeze Waters addresses some of the most basic needs of the target market in a cost-effective manner. The additional benefits like temperature adjuster, being cordless, and chic design of the product just enhances its appeal to the identified segments. Bottled water coolers are operated by either thermo-electric or compressor units. Thermo-electric units are silent and the most cost-efficient to operate but are not suitable for use in very hot environments. Compressor units, on the other hand, are extremely powerful and produce colder water, even in the highest temperatures. Both types can dispense cold, or room-temperature, depending on the particular brand and model. Exhibit A: Needs and corresponding Features/Benefits of Breeze Waters |Target Segment |Customer Need |Corresponding Feature/Benefit | |Professionals Clean and crisp cool water while on the go |Portable water cooler from 12 ounce to 1 liter | |Fieldworkers, |Â   |sizes. | | | | | |Athletes | | | | | |Stays cold for a longer period of time. | |Readily available whenever and wherever |Can be plugged in to any power source. | | |Cordless |Battery operated and rechargeable. | | |Adjust water temperature |Temperature adjuster based on the user | | | |preference. | [pic] 2. Market Demographics The profile for the typical Breeze Waters customer consists of the following geographic, demographic, and behavior factors: Geographics Breeze Waters will initially focus its effort of distribution in the Philippines, particularly in multinational and local companies that have employees engaged in field works such as pharmaceutical companies, heavy equipment companies and other organizations that invest heavily in marketing agents and sales representatives to sell their products. ? Breeze Waters will also cater to Philippine national and college/university sports teams particularly basketball and football. ? Total targeted population is 100,000 users in the first year of operations. Demographics ? There is an almost equal ratio between male and female users. The working group aged 22 to 35 will be the bulk of Breeze Waters products. They are mostly the age group that companies hire to be their sales representatives and/or agents. ? Part of Breeze Waters clientele will be the sports athletes both in university and national levels. This will comprise of users aged 17 to 21. Behavior Factors ? Users enjoy cold and crisp water anytime, anywhere especially after hours of working and/or practice/games. ? Users usually bring handy water containers when travelling long distances. ? Users are always on the go and are assigned to far flung areas where instant access to cold water is unlikely. Market Analysis | | | | | | | |Potential Customers |Growth |2013 |2014 |2015 |2016 |2017 | |Working group aged 22 to 35 |15% |50,000 |57,500 |66,125 |76,044 |87,450 | |Sports Athletes |Â   |Â   |Â   |Â   |Â   |Â   | | National |10% |35,000 |40,250 |46,288 |53,231 |61,215 | | Collegiate/University |5% |20,000 |23,000 |26,450 |30,418 |34,980 | |Other |3% |10,000 |11,500 |13,225 |15,209 |17,490 | |Total |33% |115,000 |132,250 |152,088 |174,901 |201,136 | 3. Market Needs Breeze Waters is providing the market with a handy water cooler that anyone can bring anytime and anywhere, and have a cold and crisp water at their beck and call. The c ompany seeks to fulfill the following benefits that are important to its customers: ? Portable/Mobile. Users can bring anywhere a water cooler to provide them with fresh and cold water anytime they want. ? Rechargeable. Permanent power source will not be needed always as the product runs through battery. Users can just bring spare batteries like for cell phones and digital cameras to continue usage of Breeze Waters. Adjustable Temperature. Users don’t just get cold water, they get the cold water they want. Drinkers of cold water have varying preference as to the degree of coldness in the water they are drinking. Some like it ice cold, some just like it chilled, and some like it depending on the weather. With this feature, Breeze Water is able to give the drinker the freedom to adjust the water’s temperature according to preference. 4. Market Trends Breeze Waters will differentiate itself from other similar products in the market in its portable and rechargeable feature . Research of the current market revealed that no product exists similar to Breeze Waters. Closest product to Breeze Waters is the typical water coolers that operate on a permanent power supply and smallest size cannot be conveniently put inside an average backpack or is too bulky to carry around. The water cooler market is composed of approximately 360,000 bottled water coolers. Over the last several years many bottled water cooler customers have migrated from bottled coolers to mains-fed plumbed-in. POU (mains-fed) water coolers now account for approximately 50% of the market. However, the migration from bottled to POU (mains-fed coolers) has all but ceased. Latest available data (2000 to 2013) showed that the total market will enjoy modest growth of 1% or 2% per annum over the next four years, with little or no change in the product mix between bottled and POU coolers. [pic] 5. Market Growth Using figures based on factual volume and financial data provided directly from members of British Water Cooler Association, the review contained some surprising results as it reported on the trends for Point of Use and Bottled Water Coolers over the last 5 years. There was a modest growth in bottled water coolers and a continuing reduction in the growth for mains fed water coolers, with improved margins for bottled coolers against plummeting margins for mains fed coolers. The same too can be expected in the Philippines as people are clamoring for clean water especially that not all places in the Philippines can provide clean water. Plus the need for cold water especially in areas without electricity is also high. Giving them the alternative of battery operated water coolers albeit in small sizes is more than welcome. [pic] 6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis Breeze Waters has several strengths on which to bank the product, but our major weakness is the lack of brand awareness and imaging due to little investment in marketing. The major opportunity for the product is its portability and mobility which is a feature that is yet to be tapped in the bottled water cooler market. A major threat on the other hand is that of the mass availability of substitutes like bottled waters that can easily be bought from stores. Strengths a. Portability/ Mobility Breeze water comes in tumbler-like sizes of twelve (12) ounces and one (1) liter that will be easier to bring or put inside a bag for the yuppies and sportsmen that are always on the go. b. Cordless ? Breeze Waters is a water cooler that is able to cool water from a portable power source (battery pack) without any cable or cord to limit its mobility. Furthermore, the user may opt to cool his beverage at the time of drinking which gives a crisp coolness to the water instead of cold water turned tepid due to long period of time being ignored. c. Rechargeable ? The portable power source that makes Breeze Waters portable is rechargeable. Users can bring as many battery packs as they can when travelling to continue easy access to a cool/cold water anytime, anywhere. d. Adjustable temperature ? Breeze Waters is capable of adjusting the cooling level of water depending on the desired coldness of the user. Weaknesses a. Lack of brand awareness ? Breeze Waters has no established brand or image as no similar products are yet available or/or known in the market. Brand awareness will be the primary goal of advertising in the early months after the product launch. b. Small sizes ? The product’s main feature is its portability and mobility which makes the size to be inherently small. Small sizing of Breeze Waters may not satisfy users as to the volume of water they can cool at one time anytime, anywhere. To counteract this weakness, we will emphasize on the value of Breeze Waters that good things come in small packages. Opportunities a. Growing market for water cooler industry ? Customers are becoming more demanding with regard to the look, features and service of water coolers whether in the office or on the go. b. Product is in the introduction phase of product life cycle ? Breeze Waters can be a pioneer brand in the classification of portable water coolers , and intellectual property may be established. Threats a. Varying substitute products ? Instead of bringing portable water cooler in the field, consumers may just go to any retail stores to buy bottled cold drinks and a wide array of choices are available. Breeze Waters have to intensify marketing of the advantages and benefits of a portable water cooler especially in far flung areas where cold water is hard to come by due to, for instance, the absence of electricity and commercial establishments. In such cases having a cold water to drink is a luxury- a luxury that Breeze Waters only can offer. b. Aggressive cut-price competition of water coolers in the Philippine market ? This resulted to very low margins that are insufficient to offer quality delivery service to the consumers. Breeze Waters’ objective of breaking even with the second-year sales is realistic, given the low margins in the Philippine market for water coolers. 7. Competition Research of the current market revealed the absence of product similar to Breeze Waters with regards to size and features. Hence, no direct competition can be identified. However, several substitutes exist as follows: a. Portable Insulated Water Cooler Jug ? Heavy duty construction resists dents and corrosion. Extra thick insulation keeps beverage hot or cold. Screw tight insulated lid. Interior lid vent for smooth pouring. Fast flow faucet for easy pouring. b. Bottled Beverages ? Any potable liquid substance contained in a bottle. Bottled drinks are not limited to water, it also includes soda, energy drinks and others. c. Tabletop Water Cooler Tabletop water dispenser offers both hot and cold water dispensing and thermoelectric cooling. Lightweight design includes durable ABS construction, push button faucets for hot and cold drinking water, a removable drip tray, built-in cup holder, and full LED display for all functions. Hot and cold water operations have separate on/off switches . 8. Product Offerings Breeze Waters offers the following standard features: ? Operates in an ion-based battery pack capable of easy recharging and replacement ? Temperature of water may be controlled depending on the user’s preference ? Handy- sizes of twelve (12) ounces and one (1) liter ? Chic and stylish First year sales revenues are projected at 1 million, based on 50,000 units of 12 ounces and 50,000 units of 1 liter, sold of Breeze Waters at a wholesale price of 500 and 1,000 respectively. Bigger sizes of Breeze Waters will be introduced in the second year and will be focusing on providing cold water to areas without electricity, as a direct competition of main stream water coolers operating through a permanent power source. 9. Distribution Breeze Waters will be distributed through a network of wholesalers and retailers in the top 100 Philippine markets. Among the most important channel partners being contacted are: ? Electronic specialty stores Breeze Waters will be included in featured electronic must haves of the season (summer). ? Appliance Centers Leading appliance centers in the country will carry Breeze Waters in stores, in catalogs and also on-line. ? Bottle fillers To line up with the traditional water coolers and dispensers, Breeze Waters will be included as a handy and chic version of water coolers now available in the market. ? Sports apparels stores Breeze Waters will be introduced as a better and permanent substitute to conventional water jugs and tumblers as workout companion. Distribution will initially be restricted in the Philippines, with appropriates sales promotion support. Expansion outside the Philippines will follow after target sales have been reached. 10. Keys to Success The key to success is being able to engage big companies and teams to contract with Breeze Waters. Through this, the company can establish niche and loyal customer base. As the target market of the product are athletes and field workers who usually travel places, bringing Breeze Waters with them will also serve as advertisement to places where regular publicity and promotions of Breeze Waters cannot reach. 11. Critical Issues As start-up business, Breeze Waters is still in the introduction stage. The critical issues for Breeze Waters are: ? Establish itself as the premier provider cordless and portable water cooler. ? Emerging microbial control issues in cooling water systems ? Constantly monitoring consumer satisfaction, ensuring that the growth strategy will not compromise service and satisfaction levels. II. MARKETING STRATEGY Breeze Waters will aggressively be courting sports apparel shops and bottle filling stores to intensify the product’s distribution to sportsmen/athletes and industry field workers, on the first phase after product launching. Being able to attach Breeze Waters to a popular sports person or team will be a good mode of advertising and publicity for the product. The same thing with the field workers, companies can add to their usual procurement Breeze Waters product for their field personnel and even to office based workers. Being able to contract with big companies will give a steady stream of sales for Breeze Waters at least as the product goes about the introduction stage. After launching Breeze Waters, it will join the season must haves of specialty electronic stores that will present Breeze Water products as personal collectibles, gift items and the likes. Finally, Breeze Waters will join other electronic appliances and conventional water coolers and dispensers in appliance centers nationwide. 1. Mission Breeze Waters mission is to provide cold and crisp water anytime, anywhere through a portable and cordless water cooler, chic and small enough to carry around or put inside an average backpack. 2. Marketing Objectives ? Maintain positive strong growth each quarter (notwithstanding seasonal sales patterns). ? Achieve a steady increase in market penetration. ? Achieve 1% market share in the water coolers market through unit sales of 1 million in the first 2 years of operation. 3. Financial Objectives ? Sales of to achieve first year sales revenues of P5 million. ? Keep the first year losses to less than 500,000. ? Break even early in the middle of first year. 4. Target Markets As mentioned in Exhibit A above, efforts will be focused to the field workers agents and sports people who spend most of their time outdoors. 5. Positioning For professionals on the go who like their cold and crisp cold water readily available anytime, anywhere. Unlike conventional water coolers, Breeze Waters are easy enough to carry around to give the drinker instant access to cold water without the need of a permanent power source. 6. Strategies The utmost objective is to become the pioneer of cordless water coolers available in the market, serving our fieldworkers and athletes in the outdoors where access to cold and clean water is limited to stores in a given area. The marketing strategy will seek to first create customer awareness concerning the offered product. Compared to other industries, the cooler industry has a significant opportunity to use marketing and PR to drive business forward. Small distributors will be tapped given their entrepreneurial expertise. Breeze Waters will be matched with the right markets (fieldworkers and athletes primarily), and the right players within the market. In addition, we like our brand to be perceived as the pioneer in the market that delivers innovative and state of the art water coolers at reasonable prices. 7. Marketing Program ? Pricing. This will be based on a per product retail price. Distribution. Breeze Waters will be introduced to four different channels: electronic specialty stores, appliance centers, bottle fillers, and sports apparel shops. ? Advertising and Promotion. Aside from collaborating with top companies and school and national sports team, promotions will come in small packages as smal l distributors especially in rural areas will also be utilized to widen the reach of the product. Aesthetics will also play an important role in Breeze Waters advertising, as consumers are naturally drawn to attractive things and the photography we will be using reflects the quality of the products and attention to detail we put into it. Customer Service. Perpetual warranty will be provided. Breeze Waters believes that products sale is not the end of the cycle. Customer satisfaction is constant and hence perpetual. 8. Marketing Research We need to cover two main elements of market research: ? Manufacturers. We need to know the market of manufacturers in the geographic area of our target market, including market trends and developments related to manufacturers of water coolers. ? Channel Marketing. We nee to know the trends in channel competition, emergence of new channels, economics, major competitors and substitutes, new technologies and major players in the target market. Being in the introduction stage, our research is mainly secondary research generated by keeping up with the media, including trade press, international association of water cooler companies and the Internet. We should quickly establish a strong filing system so that we can use the information that appears in secondary sources and catalog and organize for effective use later on. III. Financials The following sections will outline the important financial assumptions. Breeze Waters will address break-even analysis, sales forecast, expense forecast, and indicate how these activities link to the marketing strategy. 1. Break-even Analysis The Break-even Analysis indicates what is needed in monthly revenue to break even. Break-even Analysis |12 ounce |1 Liter | |Monthly Units to break-even |1,000 |500 | |Monthly Sales break-even | 500,000. 00 | 500,000. 00 | |Assumptions: |Â   |Â   | |Average per unit revenue |500 |1000 | |Average per unit variable cost |350 |700 | |Estimated monthly fixe d cost |150,000 |150,000 | 2. Sales Forecast Breeze Waters conservatively projected its sales. It will steadily increase sales as the advertising budget allows. Our sales will have a steady minimum increase of 10% per year both for the 12 ounces and 1 liter sizes of Breeze Waters. Sales Forecast |2013 |2014 |2015 |2016 |2017 | |Sales: | | | | | | |12 Ounce Breeze Waters | 6,000,000. 00 | 6,600,000. 00 | 7,260,000. 00 | 7,986,000. 00 | 8,784,600. 00 | |1 Liter Breeze Waters | 500,000. 00 | 550,000. 00 | 605,000. 00 | 665,500. 00 | 732,050. 00 | |Total Sales | 6,500,000. 00 | 7,150,000. 00 | 7,865,000. 00 | 8,651,500. 00 | 9,516,650. 0 | | | | | | | | |Direct Cost of Sales (70% of Sales) | | | | | |12 Ounce Breeze Waters | 4,200,000. 00 | 4,620,000. 00 | 5,082,000. 00 | 5,590,200. 00 | 6,149,220. 00 | |1 Liter Breeze Waters | 350,000. 00 | 385,000. 00 | 423,500. 00 | 465,850. 00 | 512,435. 00 | |Subtotal Cost of Sales | 4,550,000. 00 | 5,005,000. 00 | 5,505,500. 00 | 6,056,050. 00 | 6 ,661,655. 00 | 3. Expense Forecast The expense forecast will be used as a tool to keep Breeze Waters on target and provide indicators when corrections/modifications are needed for the proper implementation of the marketing plan. The same with monthly sales, expenses are also expected to grow at least by 10% each year and a steady contribution margin of 30% for five years. |Monthly Expense |2013 |2014 |2015 |2016 |2017 | |Payroll | 420,000. 00 | 462,000. 00 | 508,200. 00 | 559,020. 00 | 614,922. 00 | |Sales and Marketing Expense | 600,000. 00 | 660,000. 00 | 726,000. 00 | 798,600. 00 | 878,460. 00 | |Depreciation Expense | 60,000. 00 | 66,000. 00 | 72,600. 00 | 79,860. 00 | 87,846. 0 | |Leased Equipments | 144,000. 00 | 158,400. 00 | 174,240. 00 | 191,664. 00 | 210,830. 40 | |Utilities | 120,000. 00 | 132,000. 00 | 145,200. 00 | 159,720. 00 | 175,692. 00 | |Insurance | 24,000. 00 | 26,400. 00 | 29,040. 00 | 31,944. 00 | 35,138. 40 | |Taxes | 240,000. 00 | 264,000. 00 | 290,400. 00 | 319,440. 00 | 351,384. 00 | |Total Expenses | 1,608,000. 00 | 1,768,800. 0 | 1,945,680. 00 | 2,140,248. 00 | 2,354,272. 80 | | | | | | | | |Percentage of Sales |24. 74% |24. 74% |24. 74% |24. 74% |24. 74% | |Contribution Margin | 1,950,000. 00 | 2,145,000. 00 | 2,359,500. 00 | 2,595,450. 00 | 2,854,995. 00 | |Contribution Margin/Sales |30. 00% |30. 00% |30. 00% |30. 00% |30. 00% | IV. controls This plan is about implementation, introducing new and innovative products and making it better. It is worth nothing if not implemented. In this chapter we look at specific implementation programs, and the details that it takes to make it happen. ? Implementation. The following table and chart identify the key marketing programs. Dates and budget are clearly established. Point persons are informed of their main programs and they are on board with implementation We will be tracking plan vs. actual results for each of the programs and discussing them at our monthly meetings. The programs will be revised each year. This year’s plan includes only the programs to be implemented this year. Milestones |Â   |Â   |Â   |Â   | |Corporate Identity Revisions |3-Jan |5-Feb | 10,000. 00 |KMDM | |PR Development Quotes |20-Jan |22-Oct | 20,000. 00 |ACM | |Website Online |2-Jan |30-Mar | 55,000. 00 |KNDM | |Standard Page Brochure |3-Mar |30-Apr | 50,000. 00 |KNDM | |PR: Sponsorship in schoo l leagues |12-Jun |30-Sep | 350,000. 00 |ACM | |Targeted Advertising |16-Aug |15-Nov | 100,000. 0 |KMDM | |Athletes (collegiate/national) |16-Aug |15-Nov | 500,000. 00 |ACM | |Industry Fieldworkers |11-Sep |31-Dec | 300,000. 00 |ACM | |Press Release 1 |6-Jun |6-Jun | 5,000. 00 |KMDM | |Press Release 2 |1-Dec |1-Dec | 5,000. 00 |KMDM | ? Marketing Organization. Our Marketing Department is headed by Arnold C. Madrio, a seasoned marketer exposed in various marketing efforts brought about by his previous experiences in the field. We need the marketing department to maintain its professional integrity above and beyond the specific associates looking out for our marketing goals and implementing the marketing program as best fits our strategy. ? Contingency Planning. The most likely change in the marketing scheme is adding bigger sizes of Breeze Waters and introducing the same to a different market segment. We will be keeping a close eye on the market trends related to this plan. As of today, we expect we can develop our niche and focus without direct competition from the market with the same product specifications. Worst case scenario is that Breeze Waters cannot support itself on a going concern basis and having to liquidate equipment and intellectual capital to cover liabilities.

Free Essays on Louis Abdul Farrakhan

Louis Abdul Farrakhan American religious leader, head of the Nation of Islam, a black religious organization in the United States that combines some of the practices and beliefs of Islam with a philosophy of black separatism. Farrakhan preaches the virtues of personal responsibility, especially for black men, and advocates black self-sufficiency. Farrakhan's message has appealed primarily to urban blacks and draws on a long history of black nationalists who have called for black self-reliance in the face of economic injustice and white racism. His more inflammatory remarks have caused critics to claim that he has appealed to black racism and anti-Semitism to promote his views. Born Louis Eugene Wolcott in New York City, Farrakhan grew up in Boston, Massachusetts. He attended Winston-Salem Teacher's College in North Carolina, and worked as a nightclub singer in the early 1950s. In 1955 Malcolm X, a minister for the Nation of Islam, convinced Wolcott to join the organization. Wolcott dropped his last name and became known as Minister Louis X. The practice of dropping surnames is common among black Muslims, who often view them as names that were imposed on slaves and handed down over the years by white society. He later adopted the name Abdul Haleem Farrakhan and came to be known as Louis Farrakhan. Farrakhan's speaking and singing abilities helped him to rise to prominence within the Nation of Islam, and he led the group's mosque in Boston, Massachusetts. In 1963 a split developed between Malcolm X and Elijah Muhammad, the leader of the Nation of Islam, and Malcolm X was suspended as a minister. Malcolm X had become increasingly dissatisfied with the group's failure to participate in the growing Civil Rights Movement, and Muhammad seemed threatened by the growing popularity of Malcolm X. Farrakhan sided with Muhammad in this dispute. In 1964 Malcolm X left the Nation of Islam and formed a new group, the Organizat... Free Essays on Louis Abdul Farrakhan Free Essays on Louis Abdul Farrakhan Louis Abdul Farrakhan American religious leader, head of the Nation of Islam, a black religious organization in the United States that combines some of the practices and beliefs of Islam with a philosophy of black separatism. Farrakhan preaches the virtues of personal responsibility, especially for black men, and advocates black self-sufficiency. Farrakhan's message has appealed primarily to urban blacks and draws on a long history of black nationalists who have called for black self-reliance in the face of economic injustice and white racism. His more inflammatory remarks have caused critics to claim that he has appealed to black racism and anti-Semitism to promote his views. Born Louis Eugene Wolcott in New York City, Farrakhan grew up in Boston, Massachusetts. He attended Winston-Salem Teacher's College in North Carolina, and worked as a nightclub singer in the early 1950s. In 1955 Malcolm X, a minister for the Nation of Islam, convinced Wolcott to join the organization. Wolcott dropped his last name and became known as Minister Louis X. The practice of dropping surnames is common among black Muslims, who often view them as names that were imposed on slaves and handed down over the years by white society. He later adopted the name Abdul Haleem Farrakhan and came to be known as Louis Farrakhan. Farrakhan's speaking and singing abilities helped him to rise to prominence within the Nation of Islam, and he led the group's mosque in Boston, Massachusetts. In 1963 a split developed between Malcolm X and Elijah Muhammad, the leader of the Nation of Islam, and Malcolm X was suspended as a minister. Malcolm X had become increasingly dissatisfied with the group's failure to participate in the growing Civil Rights Movement, and Muhammad seemed threatened by the growing popularity of Malcolm X. Farrakhan sided with Muhammad in this dispute. In 1964 Malcolm X left the Nation of Islam and formed a new group, the Organizat...

Storytelling in the Hook for Your Research Paper Statement

Storytelling in the Hook for Your Research Paper Statement Storytelling in the Hook for Your Research Paper Statement A research paper statement is a short passage explaining what your paper is about. Take some time to write out a clear and accurate thesis statement because it will show how well you have understood your research goals and whether you were able to implement them accurately. Characteristics of a Great Research Paper Statement Usually included at the end of the first paragraph of a paper, the statement should: be very specific- Include exactly and only what you will discuss in the paper; hook the reader immediately; be revised as your work progresses; accurately reflect what kind of paper it represents (analytical, expository, argumentative or narrative); tell the reader how you plan to interpret the significance of your subject matter; serve as a road map for the rest of the paper; answer a specific question; include a claim that is open to dispute. Why Bother Creating a Hook? A hook is a creative way to grab your reader’s attention and compel them to keep on reading. This makes perfect sense in terms of normal storytelling. But why take this approach while writing a research statement? Isn’t it the instructor’s job to read the entire paper anyway? These are perfectly valid questions, but the answer to them all is simple. The fact is that this effort expended will improve your grade. And will also help you remain very clear about what work you have done and how valuable your research is. Your ability to convince the reader to keep on reading largely depends on your hook, so take your time in composing a clear hook for your research statement. Clueless at Creating a Hook? Try the Storytelling Approach Stories are entertaining and people love them. By creating a simple but effective hook almost guarantees that you will immediately capture your readers attention. A hook works best when used at the beginning of your research statement; it can even be the first sentence if you want. How to Create a Story This is the most difficult part, but we’ll make it easy for you. Firstly, do not just tell your readers what happens, but show them with the help of words. You should select a setting and make sure the background is clear. Your characters are next and they must be relevant and relatable in addition to being clearly explained (this is a research paper statement after all). This all makes the main core of the story, and if this is weak the whole story would fall flat. The next step is to take the story forward, once your readers know what it is all about, it is time to introduce the conflict that makes your story interesting. However, the conflict should be for a reason and your readers must know of it so they can get invested into the story. Also, if it is possible, try to make it interactive with a hook ending. What Makes a Hook Effective? The human brain is curious and an effective hook piques our curiosity. Anything which grabs our attention will automatically make us want to learn more about it. Good hooks that are based on storytelling elements can be effective in pulling in your readers/professors even if the piece of writing is not a story. Persuading a reader to lend their precious time to your thoughts is not easy to do. Appeal to the senses- use visual and vibrant language. Don’t overuse flowery language; it often has a negative effect on the clarity of your ideas. Use a strong statement about a topic. State a rarely known and/or significant statistic. Make an exaggeration or outrageous statement. Open the statement with a question. Storytelling is a useful skill to learn and the elements from it transfer over easily to academic writing styles. It is never a good idea to bore your reader, no matter how dry or dull the general subject is, it is always readable if presented in an interesting manner. At you will be provided with professional research paper help  from academic experts you can easily hire online.

The role of nurses in improving hospital quality and efficiency Assignment

The role of nurses in improving hospital quality and efficiency - Assignment Example The Patient Protection and Affordable Care Act has created a chance for the medically underserved populations to access health care across the United States. The legislation has made health insurance accessible by forming health insurance marketplace where people can access it through the internet. It has also provided civilians with incentives such as reducing insurance cost. Moreover, the legislation has led to the redefining of the health care system by introducing changes that have improved the quality, accountability and efficiency of the health care system; hence, helping reduce costs of providing health care to Americans (Rosenbaum, 2011). The government should play the following roles in the delivery of health care in the United States. Firstly, the government should regulate the health care markets. The health care markets are made up of both private and government hospitals, health care centers, and pharmaceuticals. The government should ensure quality services and medicines are sold to its people. Secondly, the government should play the bigger part of providing health care in the country. This will help protect the people from low-quality services while extending health care access to all Americans in the United States (Tang, Eisenberg, & Meyer, 2004). Nurses can play individual roles in strengthening and improving the health care system in the United States. A nurse can contribute to the quality improvement in the health system by participating in nursing leadership forums in the hospitals.

Think Global Act Local Essay Example | Topics and Well Written Essays - 500 words

Think Global Act Local - Essay Example Nurses can be involved in the planning of their activities, for example, the ones that promote giving to present voluntary giving without anticipating anything in return. These are the work that most nurses do by helping others voluntarily. Nurses can also be assisted to help others develop their self-esteem by helping them value themselves. The next organization is Philadelphia FIGHT. This is an all-encompassing AIDS service agency, which provides primary care, advocacy on potential vaccines or treatments and consumer care. The main goal is to provide care to HIV/AIDS through offering a wide range of prevention, education, as well as information services such as AIDS Library, Project TEACH, Critical Path AIDS Project and the Youth Health Empowerment Project. These missions are also how its goals are being achieved and the agency can be really assisted a lot with the introduction of nurses into their program. For instance, a nurse can be brought in to assist in the Project TEACH, whi ch basically teaches people who to live after developing AIDS and also how to prevent themselves from catching the virus. The final organization is the American Association of University Women. This organization promotes equity and education for girls and women. What the organization has done to realize its mission is spreading itself into different universities in the United States and areas where education is not female education is not widespread to advocate for the education of more female adults and young ones.

Anatomy and Physiology of the Human Heart

Anatomy and Physiology of the Human Heart The heart is a muscular pump, cone shaped, hollow organ that lies in the chest cavity, the apex inclining towards the left cavity. It is divided into four areas, the upper right and left atria and the lower right and left ventricles. A muscular wall called the septum down the centre separates oxygenated from deoxygenated blood. The hearts purpose is to circulate blood throughout the body. The wall of the heart has three layers the Inner layer (endocardium). The middle layer (myocardium). The outer layer (pericardium). The action on the left side is to receive blood from the lungs and to force it around the body. The action on the right side forces blood into the lungs to be oxygenated. Valves are found between the atria on upper part and ventricles on lower part. Cardiac Cycle There are three stages to the event of a heartbeat. Blood enters the heart, the atria and ventricles are both relaxed or DIASTOLE. Blood enters the atria while all the valves are closed. Blood is pumped from the upper atria to the lower ventricles. Electrical impulses from the pacemaker cause the atria to contract ATRIAL SYSTOLE. Blood is pumped to the ventricles. The tricuspid and bicuspid valves open. The vena cava and pulmonary veins close to stop blood entering the atria. Blood leaves the heart and the atria relax. Impulses from the av node cause the ventricles to contract. This is called ventricular systole. Blood id forced out of the heart into the pulmonary artery and the aorta. Pressure forces the semilunar valves to open. Pressure closes the tricuspid and bicuspid valves. Ventricles relax again. Semilunar valves close which prevents blood from flowing back into the heart or ventricles. The vena cava and pulmonary veins open and the cycle starts again. Blood pressure Blood pressure is the power exerted by the blood against the blood vessels walls , and and the arteries, while it becomes lower in the veins and capillaries. Blood pressure is read with a sphygomomanometre. SYSTOLIC: Heart is contracting blood pressure reaches its highest point. DIASTOLIC: Pressure reaches its lowest level when the heart IS relaxing. High Blood Pressure or Hypertension. Causes Narrowing of the arteries, Kidney disease, smoking. Diet, hereditary factors including stress and medication. High blood pressure is maintained at a high level over a period of time. Symptoms Heart attack, Stroke, Kidney complaints, Angina. Low Blood Pressure or Hypotension. Causes Low blood pressure is maintained over a period of time. It can be shock or an underactive Adrenal glands, or hereditary factors. Symptoms Fainting and dizziness. CARDIAC OUTPUT Volume of blood pumped out of the heart. When cardiac output increases blood pressure increases. RESISTANCE OFFERED BY ARTERIOLES (small arteries). Narrowing of blood vessels can result from contraction of the muscular wall of the vessels. The greater the narrowing the higher the blood pressure. TOTAL BLOOD VOLUME Blood pressure is lowered if the amount of circulating blood is reduced VISCOSITY OF BLOOD The lower the viscosity the lower the blood pressure. ELASTICITY OF ARTERY WALLS When arteries harden there is a loss of elasticity and blood pressure is raised. Structure of Arteries Veins and Capillaries Characteristics of capillaries Characteristics of veins Characteristics of arteries Distribute oxygen nutrients to all cells of body Veins transport blood to Heart Arteries transport blood from the heart Transport Carbon Dioxide other waste away from cells. Transport deoxygenated blood except pulmonary Arteries transport oxygenated blood except the pulmonary. Capillaries are smallest blood vessel. One cell thick, Veins carry a high concentration of urea waste, Arteries have an abundance of nutrients. Capillaries have thin walls. Not as muscular elastic compared to arteries. Elastic Walls. Muscular. The fluid, mostly water nutrients filters out of walls bathes body tissue. The Lumen, i.e. the passage is large. The Lumen i.e. the passage is small. Valves stop the blood flowing back. Pumped by skeletal muscles. Arteries are pumped by heart muscle tissue in the artery wall. Blood under low Pressure Blood under high pressure. Skeletal muscle Smooth muscle Cardiac muscle Voluntary Involuntary Involuntary Stripped With Protein Bands. Non Stripped. Or Non-Striated. Is The Pump To Power The Heart Joined Onto The Bones. We Have No Control Over Them. Only Found In The Heart Consciously Control Found In The Digestive System, Respiratory System And The Genito Urinary System. Outer Fibres Are Striated Or Striped Numerous Nuclei Automatically Work. Only One Nucleus. Made Of Fibres That Form A Group Of Cells. One Nucleus Looks Like Skeletal Muscle. Largest Cells In The Body Spindle Shape With No Distinct Membrane. Sheath On Outer Muscle Regulate The Flow Of Blood In Arteries. Fibres Form Into Bundles And Go In The Same Direction. Moves Your Dinner Along Through Your Gastrointestinal Tract. Regulate The Flow Of Air Through The Lungs. Help Deliver Babies From The Uterus. How Muscles and Skeleton work together to create movement A muscle needs to pass over a joint to create movement. Muscles are connected to bones by tendon. Tendons pull on a bone when a muscle contracts and helps it move. Usually, muscles work in antagonistic pairs. In each pair there is a relaxing muscle and a controlling muscle Antagonistic muscles must contract and relax equally to ensure a non-jerky smooth movement. An example is the biceps muscle on top of the humerus. The arm is moved upwards. At the same time the triceps is relaxed. Body moves when the muscles contract and produce movement in the joints of the skeleton, Muscles stabilise the joints, Muscles maintain posture control. Muscles aid in temperature control e.g., shivering. Axial muscles Skeletal Muscles of the trunk or head e.g. trapezius muscle. Appendicular Muscles Skeletal muscles of the limbs e.g. biceps triceps. These two muscles contract and relax equally to ensure a smooth, non-jerky movement. Composition of bone Bones are living tissue. They contain Osteoblasts which are responsible for making the collagen rich substance osteoid, which is key in building bone. They compose of cells called Osteoclasts that maintain the bone structure. The cells travel around the the bone to areas in need of resorption. They compose of compact bone which accounts for 80% of the bodys bone mass. They compose of cancellous bone makes up 20% of the bodies bone mass. It has a honeycomb structure. STRUCTURE OF A LONG BONE External structure Long bones fornexamole the femur in the leg are enclosed in a membrane called the periosteum. This membrane contains blood vessels and nerves. The long shaft of a bine is called the epiphysis. Internal Structure Compact bone Spongy bone Medullary cavity Compact bone Is mostly found in the shaft or diaphysis of a bone. It is also found around the end or epiphysys of a bone. When under a microscope bones are full of holes. Haversian Canal: These are canals that run lengthways through compact bone. They contain blood capillaries, and nerves. Cancellous or Spongy bone: These bones are found at the end of long bones and are found in flat and irregular bones. It is spongy. Medullary Cavity: The red and yellow bone marrow is stored here. Functions of the Skeleton Allows movement as joints are formed between the bones to allow the movement of the body. Provides attachment for the muscles which move the joints thus moving the body. Supports the body and gives it shape as all the other parts of the body are soft and cannot stand up. It protects the delicate organs e.g. Skull as it protects the brain, the rib cage. The sternum protect the Heart and lungs. With the aid of vitamin K calcium salt and phosphorus is stored in your body. Different Types of Joints FREELY MOVEABLE SYNOVIAL JOINTS Shoulder joint is called a ball and socket joint. It is the most moveable joint. It allows movement in many directions. The rounded head of one bone fits into a socket or cavity in another bone. Immoveable or fixed fibrous joints Innominate or pelvic girdle bone has no movement. There is fibrous tissue between the ends of the bones. Slightly moveable joints cartilaginous When two bones come together with a little cartilage in between. Some examples would be the joints between all of the vertebrae in the spine. These bones are around the discs, which are made of cartilage. Freely Moveable Synovial Joints Immoveable or Fixed Fibrous Joints Slightly Moveable Cartilaginous Joints Ball Socket Joint Pelvic Girdle or Innominate Bone Joints Between Each Vertebrae in The Spine Hinge Joint Sutures in Skull Symphysis Pubis in The Pelvis. Gliding Joint Sacroiliac Joint in The Pelvis Pivot Joint Saddle Joint Body Movement of How the Skeletal and Muscular System Connect In the skeletal muscles, a muscle needs to pass over a joint to create movement. Tendons connects muscles to bones. When the muscle contracts, the tendon pulls on the bone and causes it to move. Most of the time muscles work in antagonistic pairs. Each pair consists of a contracting muscle and a relaxing muscle. These two muscles must contract and relax equally to ensure a smooth, non-jerky movement. Therefore, the muscles contract and allow movement in the joints of the skeleton causing the body to move. The muscles stabilise the joints and ensure posture control. The axial muscles are the muscles of the trunk or head. Then the appendicular muscles are the skeletal muscles of the limbs, e.g. Biceps, triceps. Epidermis: Structure Consists of five layers on the upper portion of the skin. Cells in the bottom are living and carry on moving up through the layers until they die. Function To protect the skin. Dermis: Structure Lies beneath the epidermis. The papillary layer is wavy tissue. The waste upward projections are called dermal papillae. They contain blood and lymph capillaries and nerve endings. The reticular layer contains the main components of the skin. It is dense and fibrous. Function The papillary layer increase surface area of reproductive cells and provide living layers of epidermis with vessels which supply nourishment and remove cellular waste. The reticular layer protects and repairs injured tissue. Collagen gives it strength. Elastin allows the skin to stretch easily but quickly regain its shape. Subcutaneous layer: Structure Lies beneath the dermis has cells called lipocytes which produce lipids which are the fat cells from which subcutaneous tissue is formed. Function Cushions muscles, bones and internal organs against shocks and blows. Sudoriferous glands: Structure Found in the dermis. Eccrine glands Found all over the body, numerous on the palms of hands and the soles of the feet. They produce sweat through a sweat pore. Aprocrine glands are found in the armpits, nipples and anal and genital areas open into hair follicles and produce a thicker secretion. Function Eccrine glands help regulate body temperature by producing sweat which evaporates off the skins surface and cools it down when it is hot. Apocrine glands are under nervous control and respond to emotional, psychological and sexual stimuli. Hair follicles: Structure Found all over the body except the palms of hands and soles of the feet. It is a sac like structure which contain hairs. The base of the hair degenerates and rebuilds during the cycle of hair growth and replacement. It contains a dermal papilla which supplies blood to the base of the hair. The follicle opens at the skins surface at a follicular pore. Function Hair follicles produce and contain hairs during their life cycle. They provide nourishment for the hairs. Hairs: Structure Found in the follicle in the dermis. They do not grow on lips, palms of hands, or soles of feet. The hair above the skin is called the shaft. The portion lying in the follicle is called the root. The enlarged base of the root surrounding the papilla is called the bulb. Hair is made of protein keratin. Function Hair protects against friction and damage from external environment. Hair is a sexual characteristic. Sebaceous glands: Structure Found in the dermis and produce sebum which pass through a duct and up the hair follicle and through the skin through a follicular pore. Function Sebum lubricates the skin and hair and combines with sweat to form the protective acid mantle of the skin. It also retains natural moisture in the skin and provides insulation. Blood Vessels: structure Arteries carry oxygenated blood. Blood is pumped all around the body in arteries. Veins carry deoxygenated blood. Their walls have valves which stops blood from flowing backwards. Capillaries are fine vessels and made of a single layer of cells. Some materials can pass in and out through the thin walls of the capillaries. Function Arteries carry oxygen and nutrients to the skin via capillaries. Veins remove waste products. The surface capillaries help to regulate body temperature. Vessels dilate and heat is lost through the skin. When the body is cold, the vessels contract and heat is retained. Nerves: structure Found in the dermis and subcutaneous tissue. Sympathetic nerves supply blood vessels, sweat glands and the arrector pili muscle. Nerves respond to heat, cold, pain, pressure and touch. Function Nerve stimulation causes a reaction which triggers an appropriate response from the body. SECTION D Examples of Viral Bacterial, Fungal Skin Diseases: Viral skin disease Bacterial skin disease Fungal skin disease Chickenpox Cellulitis Athletes Foot. Tinea Pedis Mumps Impetigo Ringworm Hepatitis B Virus Folliculitis Jock Itch German Measles / Rubella Furuncle Fungal Nail Infection Onychomycosis Relationship Between Skin The Nervous System Sensory nerve endings are situated in the skin and give us the sensation of touch. The nerve endings or receptors are specially shaped and positioned to respond to a range of different stimuli. We can distinguish heat, cold, and pain, as well as differences between light and deep pressure. Motor nerve endings supply the muscles that make facial expressions and move the eyes, neck, and lower jaw. Made up of white or grey nerve fibres which end in sensory nerve endings. Nerve stimulation causes a reaction which sets off an appropriate response from the body. The skin also is important in helping to switch your body temperature. If you are too hot or too cold, messages are sent from the brain to the skin. The skin uses 3 methods to increase or decrease heat loss from the bodys surface these are hairs on the skin trap heat if when standing up, and less if they are lying flat; glands under the skin secrete sweat onto the surface of the skin in order to increase heat loss by evaporation if the body is too hot; capillaries near the surface can open when your body needs to cool off and close when you need to conserve heat. Relationship Between the Skin and The Circulatory System. The circulatory system through the help of arteries, veins and small capillaries transport blood, nutrients and oxygen to the skin. This is done by the help of the pulmonary circulation and the systemic circulation. Arteries carry a lot of nutrients via the circulation system to the skin. Veins carry a lot of waste products like urea to the skin. The skin protects the body living tissues and the organs. It protects against the invasion of infection It protects from dehydration. The circulatory system protects the body against changes in temperature. The skin has nerve endings called thermoreceptors which detect hot a and cold. These receptors interact with a cluster of nerves at the centre of the brain called the hypothalamus. If you become too hot or too cold, your brain sends nerve impulses to the skin, which has three ways to to decreases or to increase heat loss from the surface of the body. BIBLIOGRAPHY: Biology Plus Leaving Cert by Michael O Callaghan Edco. A Practical Guide to Beauty Therapy Level 2 By Janet Simms. Internet: Teachpe.Com Free Resource For Physical Education And Sports Coaching. Teachpe.com. N.p., 2017. Web. 26 Jan. 2017. Sciencedirect.Com | Science, Health And Medical Journals, Full Text Articles And Books.. Sciencedirect.com. N.p., 2017. Web. 27 Jan. 2017. Innerbody.Com | Your Interactive Guide To Human Anatomy. Innerbody. N.p., 2017. Web. 30 Jan. 2017.

Sterling Marking Products Case Study

I recommend that Sterling should consider a fully owned subsidiary as an entry mode into the U. K. market. However, we need to ensure U. K. laws permits 100 percent ownership and understand tax incentives applicability. In addition, as an organization we would need to internally develop a strategic road map in terms of our approach to international markets. The objective of the roadmap is to provide Sterling with some guidance and a broad approach to how we conduct business on a global scale, considering recent interest in our product from firms in other countries and possibility of pursuing those opportunities.As an organization, this is much needed to prevent some of the issues we experienced domestically while establishing our branches in Toronto and Windsor, as well as our recent challenges in the U. S. market with Julius Blumberg Inc.My recommendation for a fully owned subsidiary in the U. K. is based on the following: In Europe, U. K. is the only European country where seals ar e legally required for corporations, and the most populous country in that region (exhibit 1), this continues to make U. K.  the most attractive market in Europe for sales, regardless of whether seals might no longer be required in the future. Also, establishing a presence in the U. K. will place Sterling in a position to easily penetrate other European market for future expansion. Based on a qualitative cost & benefit analysis (exhibit 2), a wholly owned subsidiary provides the most advantage to Sterling. Although this requires the most capital and management commitment, the benefits it offers offsets such costs including full profitability as opposed to a shared profit in case of a joint venture (exhibit 3).Also, in terms of the goals, strategy, resources and organizational structure of Sterling, a subsidiary best enables the firm to reach its objectives (exhibit 4). Options open to Sterling with a subsidiary is either to purchase a U. K. seal producer (Jordan) or build a branch as a Greenfield project. Buying out a local producer will allow a speedy market entry and access to local workers. This will also give Sterling access to current customers of the local seal producer. For this reasons, a â€Å"buy-out’’ subsidiary will be preferred over building a new branch.The U.S. market is also one that is in need of a ‘turn around’ in terms of sales and profitability. Once our seven-month contract with Julius Blumberg Inc. is completed, I will suggest we change our method of entry into the U. S. Market. Our trial with Bloomberg sales force shows that a direct sales approach dramatically increases sales in this market, therefore we should continue to export and invest in a sales and distribution team locally in the U. S. to drive sales. This will also allow us to penetrate the market faster and minimize any additional capital cost.In terms of interest shown in our product by other countries, I will suggest we research into sales oppor tunities in Japan for the reasons that Japan has a high population and number of lawyers compared to most of the other countries, geographically Japan also allows us to establish a hub in Asia so that we can establish a footprint in this region. However, deciding on a method of entry into this market will require gathering special information and understanding the Japan market. This research will need to be done prior to deciding a similar method of entry as was suggested for the U. K. market.