Lightweight Aggregate Concrete (LAC)

Chapter 1: Introduction 1.1: Foreword Aggregate and cement concrete drama a critical function in the civil technology where the building of constructions both for domestic and commercial intent is dependent upon the quality and scientific features of the concrete used as argued by Leif Berntsson Satish Chandra ( 2002 ) [ 1 ] . This is apparent from the fact that concrete is used in many applications apart from structural applications including insularity, make fulling etc†¦ In this study a critical analysis on the lightweight sum concrete ( LAC ) is presented to the reader. The research will supply a comprehensive penetration on the scientific facets environing LAC and the demand for utilizing LAC in structural applications. 1.2: Purpose and Aims The purpose of this study is to show a critical analysis on the Lightweight Aggregate Concrete ( LAC ) and research on its structural applications and farther developments. The above purpose is achieved by encompassing the study on the undermentioned aimsTo carry on a comprehensive overview on the Lightweight Aggregate Concrete ( LAC ) by supplying the history, definitions and economic factors environing the applications and usage of LAC in civil constructions.To supply a critical overview on the production of cement and its belongingss in the visible radiation of LAC and its application in civil constructions.To show a scientific analysis on the belongingss of LAC utilizing different composing stuffs including both the mechanical and chemical belongingss.To look into on the ordinances refering to LAC and their effects on a specific composing of LAC in a given geographical part.To look into on the LAC production and usage in Greece.1.3: Research Scope The presence of concrete in civil technology is thorough in nature and therefore the research range is limited to the composing of the LAC and its application in civil construction applications. The cardinal facets of the LAC and its industry in Greece is besides included in the range of the research although a planetary research on the LAC industry and ordinances refering to LAC is out of range of this undertaking. The research range besides includes the probe of the general ordinances adhered in the Europe including the ACI-318 and design considerations in the visible radiation of Seismic Design. 1.4: Research methodological analysis The nature of the research is dependent on the analysis and findings environing the LAC which is used in civil constructions. Since constructing a civil construction is non portion of the undertaking due to be and resource restraints, the research methodological analysis is strictly dependent on qualitative analysis utilizing secondary research informations. The qualitative attack to research in instances of the technology analysis is advised as a dependable attack as the findings from the research on the secondary resources are already published therefore supplying a validated beginning of information for analysis. This is farther justified by John W. Creswell ( 2002 ) [ 2 ] . Hence the research methodological analysis in this study is qualitative research utilizing published resources including diaries, text books and scientific documents. The Internet is used as the chief hunt infinite for roll uping information to execute the qualitative analysis. 1.5: Chapter Overview Chapter 1: Introduction This is the current chapter where the reader is provided with a brief debut on the subject, research purpose and aims, range and methodological analysis. The chapter sets the phase for the overall research presented in the study. Chapter 2: Literature Reappraisal In this chapter a historic overview on the concrete and the usage of Lightweight Aggregate Concrete ( LAC ) is presented to the reader. This is so followed by the definition of the LAC and its application in the civil structural applications from a historic position. The chapter is concluded with an overview on the economic factors and benefits realised through the usage of the LAC in the civil construction applications with illustrations. The economic overview besides throws visible radiation on the cardinal facets of LAC that benefit the overall concrete composing in structural applications every bit good as supply a elaborate reappraisal of the assorted LAC composings used in the yesteryear during the initial phases of LAC’s usage in the building industry. Chapter 3: Concrete Production This chapter presents a elaborate overview on the modern concrete production techniques and the development of the production techniques over the old ages. The two popular techniques used in the production viz. the rotary kiln and the sintering procedure with penetration on the fluctuations is presented to the reader in this chapter. Furthermore, the lightweight sum production and the cardinal production methods used in the commercial applications including the advantages associated are presented to the reader. Chapter 4: LAC – Properties, Regulations and composing analysis based on geographics. This chapter presents a critical analysis on the belongingss of LAC and the assorted combination of lightweight sum that is used in different classs of the building. The research throws visible radiation on the assorted composings of lightweight sum and their distinguishable characteristics that help accomplish the coveted benefits in a structural application. The chapter so presents a critical overview on the ordinances refering to the LAC followed by the composing analysis based on the stuffs that are available locally to a given geographical location. The chosen geographics for this research is Greece. Chapter 5: Decision This chapter reviews the aims of the research followed by supplying the decision to the study. Chapter 2: Literature Reappraisal 2.1: Historical overview Concrete, typically a mixture of sand, crushed rock and cement day of the months back to ancient history when ruddy calcium hydroxide was used as a cementing constituent in doing concrete ( Leif Berntsson Satish Chandra, 2002 ) . This makes it clear that the current mixtures of concrete have evolved over the historic periods to provide assorted technology demands with the developments in scientific discipline and the inventions in technology as argued by Leif Berntsson Satish Chandra ( 2002 ) . A classical illustration for the development of concrete since the ancient history is the usage of concrete by Romans in 300 BC when they found that blending a pink sand-like stuff which was volcanic ash they obtained from Pozzuoli with their normal lime-based concretes resulted in a far stronger stuff. The history behind the usage of sum to do concrete mix day of the months back to every bit early as the early the Roman period when the Romans used advanced methods in fixing concrete mixes with different sum stuffs to accommodate the structural demands and strength. The classical illustrations for the above statement include the usage of lightweight sums as in the roof of the Pantheon, and embedded support in the signifier of bronze bars as argued by Leif Berntsson Satish Chandra ( 2002 ) . The engineering in concrete utilizing different sums every bit good as accounting for thermic and other physical qualities of re-enforcing stuffs to do concrete mixes that provide the coveted strength is apparent throughout history although the industrial revolution and the addition in the technology and the function of steel in the 20Thursdaycentury have increased the invention every bit good as developments around the engineering of doing the right concrete mix. Concrete is non merely a critical component in the civil structural applications but besides a cardinal component in many other applications environing the building concern doing it one of the of import and most sought after merchandise in the technology concern itself as argued by Fu-Tung Cheng and Eric Olsen ( 2002 ) [ 3 ] . This is of course because of the fact that concrete is non merely a constituent in the building of civil constructions but besides a design ingredient in make up one's minding upon the strength, truss and other physical elements that govern the stableness of a given edifice. This is besides justified in the statements of Leif Berntsson Satish Chandra ( 2002 ) . The definition of cement in technology footings refers to pulverize stuffs which develop strong adhesive qualities when combined with H2O. This makes it clear that the cementing action of volcanic ash that was used to do concrete by the Romans autumn under the cement. It is farther apparent that concrete is referred to as a composite edifice stuff made from the combination of sum and cement binder. From the above it is clear that the developments in the quality of cement and the innovation of Portland cement, gypsum plaster, etc†¦ have a direct influence on the development of the concrete engineering although the aggregative constituent of the concrete composing plays an every bit of import function in assorted mixes of concrete that serve a coveted intent as argued by Leif Berntsson Satish Chandra ( 2002 ) . Another component of greater significance to the development of concrete engineering in the recent old ages every bit early as the 1900s is the development of concrete boats during the 2nd universe war where the lightweight sum concrete played a critical function in the design and building of the ships itself as argued by Glenn A. Black ( 2004 ) [ 4 ] . It is besides interesting to observe that the importance of concrete has increased with the demand for refined and purpose specific concrete mixes where the function of concrete has been non merely to supply the structural support but besides the coveted strength at the needed physical conditions that is set in the given geographical location as argued by Glenn A. Black ( 2002 ) . The growing of the expanded clay and shale industry since the morning of the 20Thursdaycentury and the developments during the Second World War when the lightweight sum concrete utilizing clay and shale was used to build the war ships marked the accelerated growing of the usage of lightweight aggregative concrete as argued by Glenn A. Black ( 2004 ) . 2.2: Definition of lightweight sum In order to specify the lightweight sum – the subject under research in this thesis, it is indispensable to show the basicss environing the lightweight sum. Hence this subdivision foremost presents a brief research on sum, its function in building as portion of the concrete mix and so travel towards the nucleus subject ( i.e. ) the definition of lightweight sum. Aggregate is the footings used to jointly mention to the ingredients in doing a concrete mix that gives strength and texture to the overall concrete composing made of sand, cement and sum as argued by Glenn A. Black ( 2004 ) . Aggregate is the composite stuff of the concrete that is aimed to defy compressive emphasis doing it clear that the size, strength and weight of the aggregative stuffs are critical constituents for the overall efficiency of the concrete to pull off the compressive emphasis as argued by Glenn A. Black ( 2004 ) . The modern twenty-four hours concrete utilizations Portland cement as the cementing component and the sum that is held together by the cement and H2O to plan concrete for different grades of strengths, lastingness, heat & A ; sound insularity, and H2O stringency as argued by Glenn A. Black ( 2004 ) . This makes it clear that the sum is the critical constituent of the concrete that attributes to observe merely the strength and quality of the concrete but besides dictates the nature of the applications and the extent to which invention in technology can be taken to. The cardinal physical quality of the sum is the compressive strength that it can back up for a given composing. The lightweight sums that are researched in this study typically attribute to up to 80 lbs per square inch which is used chiefly applications that demand lightweight concrete by virtuousness of the placement or for the support, insularity etc. specific gravitation is another critical component in depicting the quality of sum as the specific gravitation off the substance is straight relative to its emphasis and squeezability factors as argued by Glenn A. Black ( 2004 ) . A typical combination and most popular in the building industry for the sum is the crushed rock and sand mix at different sizes and squeezability that are used in high demand building structural applications as argued by Glenn A. Black. Hence sum in concrete is defined as the constituent of concrete that attributes to the strength, lastingness, squeezability and insularity properties to back up the coveted building application. Lightweight Aggregate Glenn A. Black ( 2004 ) says â€Å"The term â€Å" Lightweight Aggregate † describes a scope of particular usage sums that have an evident specific gravitation well below normal sand and crushed rock which were at one clip used in about all concrete† . From the above it is clear that the lightweight sum is one of the critical elements that makes concrete flexible and various to do the overall structural design and specifications as to run into the building demands as argued by Leif Berntsson Satish Chandra ( 2002 ) . It is besides interesting to observe that the lightweight sum in the concrete that is made utilizing light weight stuffs besides provide an appreciable degree of squeezability every bit good as possess strength that can be defined based on the composing therefore doing it a versatile and cost effectual procedure in the production procedure itself. The scope of lightweight sum is extended in nature from highly light stuffs used for insularity and non-structural concrete all the manner to expanded clays and shales used for structural concrete. This makes it clear that the lightweight sum in the concrete is chiefly aimed to accomplish high degree of physical stableness and squeezability through efficaciously using the physical qualities of the aggregative stuffs. This is farther justified in the statements of Leif Berntsson Satish Chandra ( 2002 ) who argues that the lightweight sum in the concrete is a major measure towards invention in the field of technology itself. The strength and the air trapped in each single atom of the constituents of the aggregative stuffs are reciprocally relative to each other therefore doing it clear that in order to derive lightweight aggregate the sum of air trapped in the single atoms must be high therefore doing it clear that the strength of the concrete therefore obtained is low. The above relationship stated provides the counsel to guarantee the balance between the air trapped and the strength required in the concrete mix therefore doing the overall lightweight sum concrete customisable to run into the structural demands of the application on manus. Lightweight Aggregate Concrete Spectrum The concrete spectrum ensuing from the usage of the lightweight sum is highly diverse in nature runing from really lightweight sum concrete up to high strength sums dedicated for specific bespoke applications as argued by Glenn A. Black ( 2004 ) . The ace lightweights scope of aggregative concrete that are derived from Vermiculite and Perlite are the capable of presenting weights every bit low as 15 to 20 lbs per three-dimensional pes therefore doing it clear the application of lightweight sums in the technology concern provides a diverse scope of applications for concrete. The natural sums, Pumice and Scoria for illustration can be used to do concrete deliberation at approximately 25 to 30 lbs per three-dimensional pes and extended every bit high as 65 lbs per three-dimensional pes as argued by Glenn A. Black ( 2004 ) . Furthermore, the usage of coal clinkers and expanded shale, clay and slate sums produced utilizing rotary kiln method can present weights in a varying scope from 75 to 120 lbs per three-dimensional pes. Another popular production method for this scope of sums includes the sintering where the weights are delivered typically runing from 90 to 120 lbs per three-dimensional pes. The high terminal applications of aggregative concrete include the production of sums capable of presenting weights up to 150 lbs per three-dimensional pes utilizing the air-cooled scoria sums and the hard-rock sums such as sand and crushed rock and crushed rock, which produce conventional concretes as mentioned by Glenn A. Black ( 2004 ) . From the above it is clear that the sums that lie in the lower terminal of the weight that have lower compressive strength are used chiefly for insularity intents whilst those in the in-between spectrum are used for insularity and filling. The high terminal of the lightweight sum concrete spectrum are used in a broad scope of structural applications that demand high compressive strengths every bit good as efficient direction of weight as argued by Glenn A. Black. The concrete spectrum for the lightweight sum concrete is presented in the figure below Fig 1: Lightweight Aggregate Concrete Spectrum ( Beginning: Glenn A. Black ( 2004 ) ,Lightweight Concrete history, Applications and Economics,Indiana University ) 2.3: Economicss environing lightweight Aggregate Concrete The cardinal facets of Lightweight Aggregate Concrete that attribute to the economical and structural benefits derived through the structural applications utilizing LAC include the undermentioned 2.3.1:Fire opposition– Resistance to fire is one of the critical elements that is expected in concrete to guarantee that the fire opposition and the structural stableness of the civil construction is maintained through the usage of aggregative concrete as argued by John P. Ries and Thomas A. Holm ( 2006 ) [ 5 ] . The fire opposition of lightweight sum is higher compared to the typical concrete sum chiefly because of the fact that the aggregative stuffs composing the lightweight sum have lower thermic conduction, lower coefficient of thermic enlargement as argued by John P. Ries and Thomas A. Holm ( 2006 ) . The fact that the aggregative stuffs possess built-in fire resistant belongingss is the cardinal component that is emphasised and strengthened in instance of the lightweight aggregates where the aforesaid heat opposition belongingss help accomplish higher fire opposition. It is besides interesting to observe that the built-in fire stableness of sum is high and in instance o f the lightweight sum it is at a heat of over 2000 grades Fahrenheit. As it is stated in the â€Å"ACI 216 â€Å" Standard Method for Determining fire Resistance of Concrete and Masonry Construction Assemblies † , when slab thickness is determined by fire opposition and non by structural standards ( Goists, waffle slabs e.g. ) , the superior public presentation of lightweight concrete, will cut down the thickness of slabs ensuing in significantly lower concrete volumes† , ( John P. Ries and Thomas A. Holm, 2006 ) . From the above it is clear that the fire opposition belongingss of the lightweight sum straight contributes to the overall structural stableness and the decrease in the volume occupied by the concrete in the structural applications. This justifies the various nature of the lightweight sum therefore enabling it to be used in advanced structural applications as argued by John P. Ries and Thomas A. Holm ( 2006 ) . 2.3.2: Service Life of the Structure– The service life of the construction is another critical component that is used as step of economic usage in instance of measuring the concrete and the aggregative efficiency against the capital invested as argued by John P. Ries and Thomas A. Holm ( 2006 ) . Glenn A. Black ( 2004 ) further provinces that the lastingness of lightweight sum is high and the life of the constructions constructed utilizing lightweight sum prove to hold higher life lastingness. The historical grounds to warrant the aforesaid include popular constructions likeThe Port of Cosa –built about 273 B.C. where the builders used lightweight concrete made out of natural volcanic stuffs,The Pantheonthat was finished in 27 B.C that incorporates concrete changing in denseness from underside to exceed of the dome and the most popular Amphitheater, built in 75 to 80 A.D. where the foundations were cast as lightweight concrete utilizing crushed volcanic lava as argued b y John P. Ries and Thomas A. Holm ( 2006 ) . From the above statements it is apparent that the lastingness of the constructions designed utilizing the lightweight concrete is extended in nature. Looking into the more modern illustrations to warrant the service life of the lightweight sum used in concrete for building include the lightweight concrete ships built by the American Emergency Fleet Corporation during the First World War. The compressive strengths of the concrete used were in the scope of 5000 pounds per square inch ( 35 MPa ) obtaining a unit weight of 110 lb/ftJ ( 1760 kg/mJ ) or less utilizing the rotary kiln produced expanded shale and clay sum as identified by John P. Ries and Thomas A. Holm ( 2006 ) . The service of these lightweight concrete boats during the universe wars and their subsequent in the merchandiser ships warrant the lastingness and service life of the lightweight sum used in concrete building applications. Furthermore, the fact that the higher degree of air trapped in the atoms make the submergence efficient in instance of the marine applications makes lightweight sum as a natural pick for the Marine applications although the usage of lightweig ht concrete extends to commercial structural applications in many Bridgess across the United States of America where the structural efficiency and stableness on Bridgess that were deemed unserviceable due to hapless burden bearing capablenesss was improved through the usage of lightweight aggregative concrete as argued by John P. Ries and Thomas A. Holm ( 2006 ) . Furthermore, the critical component that attributes to the service life of the lightweight concrete is the heat opposition, opposition to environmental corrosion and its lightweight that reduces the burden on the construction doing its service life longer than the typical concrete applications. 2.3.3: Economic sustainability John P. Ries and Thomas A. Holm ( 2006 ) argue that the structural applications in the modern yearss are judged against the cost, functionality, aesthetics or a combination of these as argued by John P. Ries and Thomas A. Holm ( 2006 ) . This makes it clear that the costs associated with the building of the construction every bit good as the running costs associated with care, infinite and fix are the critical elements that attribute to the pick of a given concrete mix over another. The lightweight sum that is used in the LAC is higher in costs compared to the typical concrete mix as argued by John P. Ries and Thomas A. Holm ( 2006 ) . This is of course because of the demand to bring forth the concrete mix utilizing stuffs of alone physical belongingss and the extent of research and development involved with the overall design of the building application. Alongside, the cost is treated as the cardinal component in instance of commercial execution of building applications preponderant ly because of the fact that the step on the returns in footings of return on investing is attributable when compared against the costs associated with the building of the construction. John P. Ries and Thomas A. Holm ( 2006 ) say that although the capital involved with the building of lightweight constructions is high, the fact that the low care costs and costs associated with other back uping constructions during the buildings like the decrease in steel, girders and besides the decrease in the slab thickness will equilibrate the costs with the production of the LAC concrete mix itself. This farther justifies that the economic sustainability where the return on the investing and the optimal pick for building is accomplishable utilizing lightweight sum as argued by John P. Ries and Thomas A. Holm ( 2006 ) The statements of Glenn A. Black ( 2004 ) that the lightweight sum besides has the benefit of lower degree of care and negligible fixs associated due to its lastingness features farther justify that the effectivity of the lightweight sum in accomplishing economic sustainability is high. Hence the lightweight sum is extremely recommended in the building of critical structural applications like Bridgess and commercial edifice where the burden bearing is high and the infinite is a critical component to salvage costs. 2.3.3: Energy ingestion and energy nest eggs– The Energy Performance of Buildings Directive of the European Union is a classical illustration for the justification that the composing of the concrete and the belongingss of the constituents consisting the construction of constructing commercial and domestic contribute straight to the overall energy ingestion as argued by John P. Ries and Thomas A. Holm ( 2006 ) . This is farther justified in the statements of Sarah Gaventa ( 2006 ) [ 6 ] where the writer has justified that the concrete mix and the design of the overall construction to accommodate the structural demands have a direct impact on the energy ingestion. Alongside, the heat immune belongingss of the lightweight sum and the ability to pin down higher sum of air within the atoms consisting the sum further do the lightweight sum to be able to run into the warming and chilling demands in a given construction as argued by Sarah Gaventa ( 2006 ) . It is besides interesting t o observe that the energy public presentation efficiency in the edifice particularly in the West where a major part of the energy is used for heating intents justify that the concrete mix and the aggregative composing to do the concrete mix are critical for the successful energy nest eggs in the edifices as argued by Sarah Gaventa ( 2006 ) . The lastingness, stableness and other physical belongingss including the squeezability of an aggregative stuff property to the ability of the concrete used in the edifice to retain heat therefore cut downing the ingestion of energy for interior warming intents as argued by Sarah Gaventa ( 2006 ) . It is besides a good known fact that the decrease in the concrete denseness increases the thermic opposition therefore doing it clear that the lightweight sum will increase the thermic opposition due to the lower specific gravitation of the aggregative composing that reduces the denseness of the concrete used in the building of the construction. A typical illustration is the concrete denseness of 90lb/cubic pes will hold a opposition ( R value ) of 0.26/inch whilst the R value for a denseness of 135lb/cubic pes is about 0.10/inc therefore doing it clear the energy efficiency is greatly increased through the usage of lightweight sums as argued by John P. Ries and Thomas A. Holm ( 2006 ) . Chapter 3: Concrete Production 3.1: Overview The production of concrete mix utilizing the sum is achieved through the commixture of the sum, sand and cement with right sums of H2O to bring forth the concrete mix of the necessary strength. The concrete commixture is dependent upon the quality of the sum every bit good as the cement used to accomplish the coveted denseness, strength and squeezability of the concrete for the structural application. In this chapter a critical overview on the cement production followed by the production methods for lightweight sums is presented to the reader. 3.2: Cement Production The chief ingredient for the production of cement is limestone of changing chemical composings that are freely available in the preies as argued by Sarah Gaventa ( 2006 ) . The lime rock is processed and farther chemicals are added to derive the cement of the necessary strength and squeezability. The undermentioned explains the production procedure briefly The natural limestone of changing chemical combinations is foremost collected to fix the natural mix where the limestone is assorted with minerals of minerals incorporating Ca oxide, Si oxide, aluminum oxide, ferrous oxide, and Mg oxide. This mixture is prepared to a all right mixture which forms the natural mix for a typical Portland cement. This is so blended to organize the natural blend where the natural mix is formulated to a really tight chemical preparation to derive the coveted strength from the finished green goods of the cement as argued by Sarah Gaventa ( 2006 ) . The natural blending procedure is conducted in a manner where the comparative content of each oxide in the chemical composing is kept changeless throughout the production procedure in order to guarantee that the belongingss of the concluding merchandise is non altered. It is besides argued by Sarah Gaventa ( 2006 ) really little alterations to the Ca content in the natural mix may take to big alterations in the ratio of alite to belite in the cinder, and to matching alterations in the cement ‘s strength-growth features ( Sarah Gaventa, 2006 ) . This makes it clear that the effectual control of the natural mix is critical for the production of consistent quality cement to run into the demands of the structural application. The following phase is the preparation of the cinder where the blend natural mixture is put through a complex chemical reaction procedure in a big cement kiln with temperature increasing over the length of the cylinder as argued by Sarah Gaventa ( 2006 ) . The concluding merchandise of the procedure is called cinder which is the concluding merchandise of the cement produced in the solid signifier at the coveted chemical combination. This is so put through a cement crunching procedure where the cinder that is produced is assorted with little sums of Ca sulfate to crunch the cement to the desired coarseness in order to back up the structural application. Sarah Gaventa ( 2006 ) further argues that the major constituents that decide on the strength and quality of cement include the undermentionedCinderGypsumLimestoneBlast Furnace SlagThe Blast Furnace Slag is one of the critical elements in lending to the stableness of the chemical reaction in the cement kiln as argued by Sarah Gaventa ( 2006 ) . Another interesting component with the blast furnace scoria is the fact that the effectual usage of the scoria in the cement production procedure besides allows to command the specific gravitation of the cement when assorted with aggregative and H2O to organize concrete every bit good as the ability to make the coveted strength of the cement concrete through the right combination of limestone and gypsum. The schematic of the cement production procedure is presented in the fig 2 below. Fig 2: Cement production Schematic ( Beginning: hypertext transfer protocol: //www.cimnat.com.lb/Production/Model.gif ) 3.3: Sum production The aggregative production is the following critical component in the lightweight concrete readying as the lightweight sum is one of the major elements that must be produced at a higher degree of preciseness in order to guarantee the coveted degree of strength and specific gravitation are achieved as argued by John P. Ries and Thomas A. Holm ( 2006 ) . The rotary kiln method is a traditional method of production which is popular since 1946 as argued by Glenn A. Black ( 2004 ) . The procedure of the production involves the application of heat to shale, clay and slate under controlled conditions. The conditions include the force per unit area and other features that trigger chemical reactions in order to accomplish the preferable specific gravitation and denseness of the sum constituent which is so land to the needed coarseness as argued by Glenn A. Black ( 2004 ) . The sintering method every bit good as the rotary kiln method typically use the similar base natural stuff that comprise of a extremely silicious clay or shale that exhibits a bloating characteristic which is achieve through gas-forming minerals which release gas on exposure to the desired degree of heat as argued by Glenn B. Black ( 2004 ) . It is besides interesting to observe that the readying of the sum is dependent upon the extent to which the force per unit area and the external temperature is controlled that set the temperature-based chemical reactions as argued by Glenn A. Black ( 2004 ) .

Case Study †Mr Rakesh Sharma Essay

The case study given is about a fresh graduate, Mr. Rakesh Sharma joined Modern Industries Ltd. (MIL) in Bangalore as a trainee against a projected vacancy in the Paints Application Department for one-year training. Mr. Sharma has been performed very well. The Department Manager and the Training Manager were satisfied with his performance in the first two quarters. However, when stepping in to the third quarter, Mr. Sharma raised an issue about curtailing his training period. The request has not be entertained and Mr. Sharma’s behavior started to change and became unacceptable. Counseling session and warning letter have been issued to him and the situation did not turn good. One of the primary objectives of the Training Department is to recruit who have good potential and train them to be effective persons in different department. The Training Manager clearly known that Mr. Sharma is a potential trainee but he failed to train him in different department and caused Mr. Sharma only have one choice of department to stay which is the Paint Application Department. The Training Manager have to struggle on his rational decision whether to terminate or not to terminate Mr.  Sharma. There are five issues discussed in this report. These five issues are the main causes to the problem that the Training Manage has to decide whether he should terminate Mr. Sharma or not. The five issues are communication, employees behavior, compensation and benefit, company policy, training and development. Moreover, we also discussed five options to the Training Manager other than termination of Mr. Sharma. These five options are apply employee engagement program, training and coaching system, giving short period to show improvement, reevaluate performance of Mr.  Sharma and communicate and persuade the parties involved. HRM issues that cause to the problem Issue 1: Communications Effective communication is essential to business success. â€Å"You can tie back almost every employee issue attendance, morale, performance, and productivity to communication,† says Fred Holloway, an HR adviser in Medford, Oregon. Businesses without effective staff communication suffer from lost profits, poor productivity and poor employee morale. In order to solve many business problems, employees need to be able to collaborate and cooperate effectively. Good communication can encourage employees to work harder, solve problems together and work towards a common goal. It is the job of every manager to ensure employees and superior are communicating effectively with each other. In the cases of MIL, we found that there is some communication problems between shop manager and Mr. Sharma; Training Manager and Mr. Sharma as well. More interaction / communication between trainees has to be established especially for performance appraisal purpose. Reviewing trainee performance once at the end of every quarter is too long for training manager to review their performance accurately. Trainees’ performance might not be consistent from time to time and advise might need to be given to them. Also, training manager might lack of clearer understanding about their overall performance and problems they faced. Hence, this lack of communication between training manager and trainees including Mr. Sharma caused manager hardly to observe their actual performances, problem faced and what they really want or do they deserve to enjoy more benefit? These are all the grey areas that left out by performances review. Besides, Department Manager should be communicate and discuss with Mr.  Sharma before file a complaint on him to Training Manager. Department Manager obligated to understand employee problem and assist it to cope with problem faced. However, department manager failed to do so. This shows there is lacking of communication between Mr. Sharma and Department Manager. Listening and responding is how we understand the feelings and thoughts of the other person. There is no skill more important for effective communication than taking into consideration the other person? s perspective. Try standing in someone else? s shoes; it will considerably improve your communication with that person. In this case, Training manager doesn’t seem to communicate well with Mr. Sharma when Mr. Sharma voice out his request. The manager’s reply upon Mr. Sharma is more considered as a perfunctory to Mr. Sharma. This caused Mr. Sharma to feel that the request and problems were not being taken seriously by management. As a result, it de-motivated Mr. Sharma to keep on with training. Manager should standing in employee’s shoes to understand better their exact situation and their needs. It certainly assists a lot to improve communication between manager and employees. Hence, we suggest that manager should really look into the matter if any of the subordinate especially trainee voicing out opinion and requests. Manager should investigate and evaluate such matter deeply upon Mr. Sharma’s request to decide whether his performance is good enough to curtail his training period to 7 months and absorb him as engineer. Also, to look into trainee’s benefits whether it reaching satisfactory level for trainees or whether the matter is only happened on Mr. Sharma since there is an issue has been voice out by him. Issue 2: Employee’s behavior Employee’s behavior is referring to the way the employee responses toward his/her job. Generally, employee’s behavior can be classified into either positive or negative. A positive behavior indicates a strong employment engagement towards company whereas an employee with negative behavior shows low employment engagement. In this case, one of the issues found is the personal behavior of Mr. Sharma. When Mr. Sharma is being informed that his request to become a regular employee was disapproved, his attitude started to change differently. He then started to become de-motivated and started rejecting to perform in some task which assigned to him, telling that the assigned work should be done by ‘regular workers’ instead of a trainee. Such action did not receive any attention in the initial period but it then become erratic and unacceptable at last. We think that Mr. Sharma portrait an attitude of egoism. Mr. Sharma only focuses on self- interest without being considering for others. In this case, Mr. Sharma tried to demonstrate to the company by practicing de-motivate attitude in work. Employees in company supposed to work together as a whole and team work certainly the most important criteria. Unfortunately, Mr. Sharma failed to practice it in this case. Another sub-issue of the case is employment engagement. Mr. Sharma showed a low employment engagement to the company by becoming less aggressive and progressive towards the job as well as refusing to work on some task assigned to him. An employee with low engagement to company eventually lowers down the productivity and efficiency. We think that Mr. Sharma should have a long term view rather just focusing on short term benefits. As a part of the company, he should show an active, progressive and aggressive attitude towards his work to convince training manager that he deserved to curtail his training period and get promoted to regular employee. Issue 3: Compensation and Benefits Compensation and benefits is an effective tool and method to motivate and reward a employee based on their performance. However, it could be a sensitive issue between employer and employee while discussing the content of the compensation and benefits. In this case study, Mr. Rakesh Sharma requested that his training period be curtailed to 7 months only and to absorb him as an Engineer. He argued that he had been performing like a regular employee in the department for the last one quarter. He indicated that he would gain seniority as well as some monetary benefits as the trainees were eligible for a stipend only. The regular employees were eligible for many allowances like conveyance, dearness, house rent, education, etc. which was a substantial amount as compared to the stipend paid to a trainee. According to Mr. Sharma’s request, one of the main factors that he would like to be absorbed as a regular engineer is monetary benefits. Hence, the differences between his on-the-job training benefits and regular employee benefits have caused him to come out with the request. This is also one of the issues that lead to the eventual problem of termination. Employee compensation is the employee incentives and rewards that can make all the difference when it comes to retaining good workers. Generally, compensation and benefits for a regular employee will divided into four categories which are: 1. Guaranteed pay: Monetary reward paid by an employer to an employee based on employee/employer relations.  Generally, it also known as basic salary. Besides, there is other pay elements which are paid based solely on employee or employer relations, such as seniority allowance. 2. Variable pay: Monetary reward paid by an employer to an employee that is contingent on discretion, performance or results achieved. For example, bonuses, commissions, dearness, and so on. 3. Benefits: Programs an employer uses to supplement employees’ compensation, such as paid time off, medical insurance, company car, and more. 4. Equity-based compensation: A plan using the employer’s share as compensation. The most common examples are stock options. These are the compensations and benefits that will received if you are a regular employees of a company. However, Mr. Sharma is not a regular employee yet as his on-the-job training is still on-going and only 5 months left. Hence, he still considered as a trainee in the company. Although a trainee is not an official employee of a company, he or she might not have salary. But, trainee may receive compensation and benefits from company. Trainee will receive a fixed compensation of monthly payment from company. Depends on respective company, some company will afford trainee fringe benefits. For example, they will issue stipend for trainee, free meal is available for trainee. Besides, some company might issue health and medical subsidy for trainee too. Yet, a trainee compensation and benefits are still not persuasive when compare with a regular employee. Same with the case, Mr. Sharma requested to be promoted to a regular engineer is not because of his good performance on the job, it is also because of the compensation and benefits of a regular employee are more sufficient and attractive.

How Does Knowledge of the Foundations and History of Nursing Provide a Context in Which to Understand Current Practice? Essay

Without an understanding of basic nursing there is no room for improvement. â€Å"By understanding the history and foundation of nursing nurses can develop a sense of professional identity and build a better future for the profession and the people they serve† (lc.gcumedia.com, 2013). We also have a better appreciation for the nursing profession and what it has evolved into today. Three trends that were demonstrated by the interactive timeline were: 1.Nursing was for the undesirables. â€Å"Ill individuals were taken care of by â€Å"sinners, saints, or mothers† â€Å"(lc.gcumedia.com, 2013). Florence Nightingale was born in a wealthy English family and had educational opportunities; however she would still often find herself wanting to help the poor. Soon after completion of nursing school she travelled to the Crimea War. There she suggested there were â€Å"five essential components to an optimal healing environment; pure air, pure water, efficient drainage, cleanl iness and light† (Kelly, 2012, p. 2397). With those changes alone the mortality rate decreased and the meaning of nursing was forever changed into what we know today. 2.Nursing was predominately for males. Like every profession in the past, men would work while women stayed at home. During war men would act like nurses by treating injured soldiers and attempting to save others lives. Florence Nightingale once again changed nursing from the past to what we know today by walking on the battle fields rendering aid to those who were wounded. 3.The birth of the American Nurses Association. The American Nurse Association (ANA) was founded in 1896. The ANA has enabled nurses to achieve higher education and given them more opportunities by providing routes to become credentialed in certain specialties and â€Å"published a vast collection of material on nursing practice and the profession† (lc.gcumedia.com, 2013). These trends have influenced me by making me thankful to all who have made nursing what it has become. Today’s nurse has evolved from a profession of the â€Å"undesirable† to the â€Å"honorable†, changed from a profession that was predominately male to n ow include females and lastly grown from only an individual’s perspective to having a huge voice within a major organization (ANA). The nursing profession has come a long way and there is always room for improvement but without the knowledge of foundations and history it wouldn’t be where it is today. References http://lc.gcumedia.com/zwebassets/couseMaterialPages/nrs430v_timeline.php. Kelly, J. (2012). Editorial: What has Florence Nightingale ever done for clinical nurses?. Journal Of Clinical Nursing, 21(17/18), 2397-2398. doi:10.1111/j.1365-2702.2010.03455.x

Innovation and Entrepreneurship - Business Plan Assignment

Innovation and Entrepreneurship - Business Plan - Assignment Example r is going to produce high quality and natural fruit juice using three different fruits appropriate for every age group and will be based on the fact that fruits and fruit juices are popular among Kuwaitis. The fruit bar will serve coconut, pure melon, and sugarcane juice in clear cups in a way that no one in the market is doing. The target market for Fruiti Oasis Juice Bar is the upper and middle class people of Kuwaiti City, particularly those who are working in the City for both males and females. The business will be able to target the elderly who do not want to take additional and fancy ingredients, as well as the younger generation between 25 and 45 who would are increasingly health conscious. Moreover, there are mothers who do not want their children to use products that are unnatural. It is the business management’s opinion that this will allow the juice bar to target a wide range of demographic customers, including children, young people, and the elderly. A PEST and SWOT analysis are also carried out to determine market suitability. Kuwaiti City does not have exclusive juice bars and, although businesses like ice-cream parlors, bakeries, fast-food shops, and restaurants also serve fruit juices, they only do so as an alternative to their main business. Kuwaiti City does not have exclusive juice bars and, although businesses like ice-cream parlors, bakeries, fast-food shops, and restaurants also serve fruit juices, they only do so as an alternative to their main business. Media used for promotion will include billboards, newspapers, and the internet. The business will be located in a highly visible retail location, which will either be within a mall-type setting in an area with high traffic or as a stand-alone property that is in an area with high human traffic. This property is going to be a rented one because it would be unwise to buy property, as property prices in Kuwait City are very high. With regards to layout, the logo for the company will be

Conflict Resolution - Mediation 2 Essay Example | Topics and Well Written Essays - 2500 words

Conflict Resolution - Mediation 2 - Essay Example Unlike arbitrators, the mediator has no legal authority of imposing any decision rules but relies on persuasion in order to reach an agreement to the dispute. The process involves confidential meetings with the participants where the mediator has no liberty to reveal what the participant said during the meeting without the express consent of the participant. The mediation process involves key steps which include the opening statement at the meetings, education phase, options (alternatives) generation phase, negotiation phase and closing phase (Billikopf 1). The opening statement involves setting the rules of engagement like confidentiality requirements and ground rules of approaching the negotiation phase. The education phase of the mediation phase entails setting the perspectives of the dispute, the key needs of each disputant and feelings of each party to the dispute. At this stage, the disputants are required to relive themselves of any negative feelings towards each other and con fidently state their desired outcome towards the dispute. The alternatives seeking stage involves brainstorming and searching for the viable alternatives of ending the dispute. The negotiation parties explore the alternatives of ending the dispute at the negotiation stage while the final stage includes closing the dispute with the most viable and mutually agreed solution of settlement (Billikopf 2). Transformative dispute mediation style involves an opportunity for moral growth and empowerment of the parties to the dispute. The mediator will encourage the debate to the conflict and direct the process while adhering to the ground rules set by the parties. Problem solving mediation sees the conflict as a short term situation that needs a solution whereby the mediator acts as an expert in finding the solutions to the settlement. The mediator can adopt a party controlled approach whereby discussions include broad questions and allowing emotions or an evaluative approach whereby emotions are limited and have authority to direct the discussions. Some principles to mediation include openness, balanced approach, resourcefulness, inspiration and tactfulness in approaching the mediation process. The mediator should remain impartial and neutral during the mediation process while disclosing any potential instances that may cause conflicts of interest. The mediator should build confidence to the process by showing his confidence and trust which is demonstrated by his or her ability to smile, listen, remain tactful and build cordial relationships with all the disputants. The mediator should undertake the responsibility of ensuring no potential instances that contribute to conflict of interest which can jeopardize his impartiality and neutrality to the mediation process. Emotions such as anger, sadness and shame should be avoided during the mediation process since they may result to defensiveness or criticism during the mediation process. During a party-mediated process, the mediator should conduct the mediation process in a manner which ensures competence and mutual respect to all the disputants. Some levels of resolution which are critical include the end to behavioral fighting, settlement of conflict issues, eliminating the emotional tensions and reconciliation of the outstanding disputes between the disputants. Party directed mediation is mainly useful when poor communication, and personality conflicts exist which threaten the ongoing interpersonal relations. The purpose of

ECONOMIC Essay Example | Topics and Well Written Essays - 1000 words

ECONOMIC - Essay Example But is it possible that good looks can make huge salary differences? Does it affect the productivity level as well? To test these hypotheses research was conducted by Daniel S. Hamermesh, Amy Parker (2004) in which a comparatively larger group of teachers and students was selected and to check that how far looks and beauty can influence the earnings of an individual several measures were identified which later helped in making the analysis and conclusions. In a research conducted by (Sussmuth, 2006) the results indicates that in the German educational and working environment the looks of a teacher and his/her perceived appearance has a very weak relationship with the instructors performance and productivity level. In contrast to this the conclusions made by (Mobius and Rosenblat 2006) on a study work based on the same subject states that the good and attractive appearance of a person increases his/her confidence level which ultimately leads to increased wages and salaries. While appo inting any teacher the management usually judges him/her on the basis of qualification, experience and teaching worth. However it is analyzed through several studies that students extend their goodwill towards teachers who are exceptional in their looks and maintains a beautiful personality. This compels the appointing authorities to favor those teachers who have better rating at the evaluation forms. These teachers ultimately enjoy an elevated economic position in the society. The research article has examined the impacts of beauty on the performance of undergraduate teachers with respect to their students. Students rated the teachers on their performance which was analyzed to evaluate the effect of beauty on teacher’s productivity. Persico, Postlewaite and Silverman (2004) have put forward another element in this regard that the tall height of an individual in the adolescence leads him to make achievements and accomplishments in the later life as tall height is a key factor in inducing confidence and self fulfillment in an individual. Teachers are assessed on their performance by the management in the last weeks of semesters in the University of Texas, Austin, where this research was conducted. The assessment was made through a form given to the students in which they had to rate their instructors according to their own satisfactory or unsatisfactory level about the course in absence of the teacher. Snaps of the faculty members were uploaded on the websites of their particular departments in order to record students’ ratings based on teacher’s looks. 16,957 students out of 25,547 successfully completed their evaluation forms. Additional information to increase the validity of research was also acquired by the students which included: gender of the teacher, residency in this field, status and the educational background in terms of the native language at the undergraduate level. Students’ ratings on the teachers’ pictures was recorded by a 10 to 1 scale. Through which the researchers evaluated the impacts of beauty on productivity. A model was devised for the evaluation purpose in which there were mainly two categories namely X and Z. The X category included the components such as gender, minority or majority level, English speaking skills and the term path. The innermost variable was the fused evaluation of beauty and looks. The Z category

Direct Digital Synthesis Research Paper Example | Topics and Well Written Essays - 1500 words

Direct Digital Synthesis - Research Paper Example Direct digital synthesis is about storing waveform data points in digital format, and then recreating them with the use of digital to analog converters from the stored data. Essentially, the speed with which the synthesizer is able to regenerate the waveform is correlated with the waveform frequency. Digital techniques for mapping waveform data point into digital formats for storage and retrieval and are at the heart of DDS systems. In essence the basic components of a DDS system are the phase accumulator, the waveform map, the digital to analog converter or DAC, and the low pass filter, which sums up the DDS process from the mapping of the waveform signal into digital data, to the recreation of the analog waveform via the use of a DAC and a low pass filter to perfect the waveform. The illustration below details this simplified DDS system [1]: An even more simplified version of the DDS architecture shrinks it into two essential components, the phase generator/accumulator, which is time discrete, and the phase-to-waveform converter, for recreating the appropriate output signal of the DDS [2]: In the image above, the low pass filters and the waveform map that is part of the previous diagram are assumed to be present in the background, as peripheral components [1] [2]. On the other extreme is a more detailed diagram representing the basic functions of a DDS system, that expands on the first diagram above, and includes the waveform map and low pass filter [3]: The idea behind DDS is that waveforms of various kinds are easily implementable and can be easily recreated from digitally stored waveform data, and the freedom that this gives to designers includes that whereas in the past, more and more complex analog components were needed to recreate more and more complex waveforms, in the case of DDS systems all that is needed is stored digital data.  

Business Management practice Essay Example | Topics and Well Written Essays - 1500 words

Business Management practice - Essay Example Managing the workforce’ behavior and attitude in today’s modern times still reflects the influence of at least six major schools of management thought. These are the influences of Frederick Taylor’s Scientific Management, Henri Fayol’s Management Process School, the Human Relations School by Mayo, the Quantitative Sciences School, the General Systems Theory, and the more modern Management and Culture school of thought (Rodriguez, 2001). But the growing complexities of the modern organizations, even becoming global in character, have necessarily required the evolution and development of other perspectives to deal with people. In one article over the internet, one management consultant even declared that â€Å"classic management theory dies† (Joffinza, 2007). Modern times have brought the classic management theory into a challenge. New perspectives which emerge from the growing multi-cultural nature of organizations are borne, thus new paradigms are d eveloped either to complement or replace the classic management theory. Since an organization is composed of individuals with varying personalities converging together to achieve organizational goals, it is inevitable that conflicting interests and clashing personalities will slow down organizational momentum in achieving previously set goals. This is due to the fact that individuals have their own personal agenda that may be different from other co-workers. It is thus necessary to manage such varied behavior and attitude in the workplace in order to promote a harmonious inter-personal relationships in the workplace, thus minimizing any disruptive behavior that can affect the operations of the business. Managing the behavior and attitude of the workforce is so important in every organization that its study has already evolved as a formal discipline. Organizational behavior,

The effects of tobacco advertising on youths Research Paper - 1

The effects of tobacco advertising on youths - Research Paper Example In addition, the images in various advertisements relate tobacco smoking with accomplishment, liberty and as a way of relaxing (Farrelly et. al., 2001). Youthful age is considered as an age whereby individuals engage in experimentation process with various things. Therefore, tobacco use is depicted as alluring through the process of advertising, which is appealing to most youths. Furthermore, the media through various forms of adverting plays a role in terms of exposing the youth to tobacco use. Most advertising companies engage in the use of celebrities to promote various tobacco brands. Hence, the youth who mostly associate with celebrities are lured into smoking through advertising with this kind of advertising. Various reports have indicated the fact that the youth are considered as being more approachable to various forms of tobacco advertisements as compared to adults. The forms of advertising that are use by various companies involve print and promotional form of advertising. In addition, newspapers, magazines, and posters have been used by the tobacco industry as a media of advertising (Reddy et.al., 2006). The youthful period is regarded as a very crucial period of an individuals life. The actions of individuals during this stage greatly affect their future in terms of development and their careers. The youthful mainly illustrated by various passionate acts that can either be positive or negative in nature. During this stage, an individual engages in the process of experimentation with everything within their proximity. Tobacco smoking among the youth is considered as a vice that has far-reaching implications in terms of both the health and economic aspects. The main driving force to youth tobacco smoking is the advertisement that is mainly utilized by the tobacco industry (Pollay et. al., 1996). Therefore, advertising is considered as a powerful tool that is highly persuasive, especially among the youth. The process of advertising through

Giordanos Operation Strategy Essay Example | Topics and Well Written Essays - 750 words

Giordanos Operation Strategy - Essay Example This paper illustrates that it has been consistent in Giordano’s operation strategy and maintained its competitive pricing by having a centralized distribution center and uses outlets only for sale of garments. It extensively uses technology within its operations. Sales figures are used to forecast next day’s orders and fill the inventory at night. Keeping low inventory also helps it to react timely to changes in fashion and produce goods that meet the changing demands of the people. It, therefore, saves considerably through fast selling items and benefits are passed on to customers through quality garments that are low priced. Thus, its philosophy of ‘value for money’ has significantly contributed to its competitive success. Giordano has been quite successful with its market strategy which relies heavily on exemplary customer service and cost leadership. It has maintained its leadership position in low priced quality garments. The strategy has been very su ccessful during the financial crisis but it does not seem to be that effective when it increased its cost of garments that were trendier and catered to higher economic strata of society. Thus, in order to meet the demands of the segmented market, it introduced new label called Bluestar Exchange or BSE which were trendy and competitively priced. This has helped Giordano to be consistent with its market strategy of maintaining cost leadership. As Giordano expands its business interests into new market segment and territories, the biggest operation management challenges that it faces is that from other international brands like Zara, Gap, Espirit, Thames etc. which are already established brands in the mid and upper segment of the market. Apart from Bluestar Exchange that meets the demands of the low and mid-income group, it has introduced sister brands, Giordano Ladies and Giordano Junior that target higher end segment.

Industry Placement Essay Example | Topics and Well Written Essays - 2000 words

Industry Placement - Essay Example The paper "Industry Placement" analyzes the structure of the international retail company "Toys R Us" and offers some suggestions how to make motivation, reporting, and organizational culture better. The values of the organization make up its culture. I have learned that the company values hard workers that represent the organization's promise of rapid, responsible and reliable service. Based on Fleishman’s interpretation of leadership in which I hold in high regard, modeling this to my staff is one of the best ways I can lead the team in the eyes of myself and Toys R Us. The idea I have of Toys R Us culture was communicated to me through a booklet informing me of what the organization was about, read on my own accord. For Toys R Us to ensure that organizational culture is well known and implemented into the work of management running a program over half a day would be recommended. Interpersonal value compatibility is necessary with the staff because motivation is most effective as an influential leader. It is here that one of many examples of the inter-relatedness of management concepts is displayed. Reward for work through remuneration is the standard return but it is motivation to get the best out of the employee. This can pose quite a challenge for a leader as different types of motivational methods would need to be used for different subordinates. Motivational issues can be found through a number of methods, one of these being reporting. Employee issues can also be found through reporting.

Through the two main characters of Rhodaand Gertrude Essay Example for Free

Through the two main characters of Rhodaand Gertrude Essay Through the two main characters of Rhoda and Gertrude the writer allows the reader to know his opinion on gender equality at the time. As well as criticising the way in which men treat women, he also states his feelings on how women treat other women and their selves. Rhoda is firstly represented as a mysterious, lonely and segregated person who has a history with the character, Farmer Lodge. This assumption can be taken from the way the fellow workers treat Rhoda and their conversations involving Farmer Lodge and his new bride. For example one milk maid says, Tis hard for she while looking at Rhoda who is described by the writer as, a thin fading woman of thirty milked somewhat apart from the rest. This description is just, because the workers speak blatantly about Rhoda and her past, even though she is in hearing distance. It is like they are aware of her presence, but choose to discount it because Rhoda, in their eyes is worthless. This leads the reader to think what Rhoda has done in order to be isolated from the group and be treated with such an obvious mix of contempt and sympathy. The initial conversation in the workplace also highlights how differently men and women are treated and how differently their roles in life really are. The reader can see that Rhoda and Farmer lodge have some kind of history and they are aware of what peoples reactions to Rhoda are, yet it is clear that the man, who has presumably participated in the same secretive affair is treated with a more positive and accepting attitude. Despite the workers still gossiping about his wedding and debating his age, there doesnt seem to be as much scandal about his past, any references made are directed about Rhoda and her involvement. The next paragraph begins with the workers leaving for home, Rhodas seclusion because of past events and her womanhood, are highlighted once more in the line, lay apart from that of others, to a lonely spot The readers also learn that she has a son as a result o a past affair with Farmer Lodge, your father brings his young wife Rhodas obsessive nature concerning her past love is also made clear. She continually asks her son for details in order to compare Gertrude with herself, If shes dark or fair, and if shes tall The writer uses Rhodas insecurities to symbolise how men drive women to desperation, how they cause women to doubt themselves and loose confidence in their own mind and body just because of a mans actions and how they choose to treat women, in this case in a disparaging way. The writer also uses Rhodas self- absorption (his mother not observing that he was cutting a notch with his pocket-knife); obsessive fixation on Gertrudes appearance and the twisted gratification she receives at hearing of Gertrudes faults (She is not tall. She is rather short. He replied. Ah! said his mother with satisfaction) to criticise how weak some women can be. The writer sympathises with Rhodas mistreatment but also pities her for allowing she to become a victim in the first place. This opinion is later confirmed when Rhoda is so consumed with envy and scorn that she dreams about Gertrude. The dream being a metaphor for her inner feelings. Up to this point the writer doesnt prompt much sympathy for the character of Rhoda as she is construed as bitter and slightly vindictive, yet after the event we see a softer side to her. She does worry when she meets Gertrude and notices that she does in fact have a withered arm. She is racked with guilt and remorse (Rhodas heart reproached her bitterly) and we see that she isnt just a hostile ex with a chip on her shoulder and that she does actually care as the writer shows us in the line, This innocent young thing should have her blessing not her curse. Throughout the rest of the story Rhoda does her best to help her replacement Gertrude and not because shes only feeling guilt but because she actually likes her. Gertrude at the beginning of the story is described as Rhoda Brooks opposite, (of Rhoda), there was more of the strength that endures in her well-defined features and large frame than in the soft cheeked woman before her. Gertrudes initial character is kind, cheerful and in the trend of the time was completely devoted to her husband. It was only after her husbands reaction to her withered arm did she begin to change into an irritable, superstitious woman. Instead of supporting her and showing her unconditional encouragement and affection Farmer lodge froze her out, making her feel ugly, useless and eventually causing her to take drastic measures, which were most out of her once caring and sensible character. The writer uses the lines, I shouldnt so much mind it if-if I hadnt a notion that it makes my husband dislike me-no love me less. Men think so much of personal appearance, to once again criticize both males and females of the time. Men for making women degrade themselves in order to pathetically please their man and women for allowing themselves to be so hopelessly dependant on a males approval and love. He is saying that, that kind of relationship is destructive, to a female especially since most men of the time focused solely on appearance, Yes; and he was very proud of mine at first. The writer uses the characters of Rhoda and Gertrude as a kind of before and after picture. In the beginning we see that Rhoda Brook is a lonely, poor woman who is branded a witch and thought of as highly scandalous yet we see Gertrude as an innocent and beautiful young woman, the later image is ironic because the beautiful Gertrude does transform into a Rhoda-like being, bitter and obsessive. The writer is allowing us to see the process in which vanity, reliance, obsession and the behaviour of men towards women along with the nature of the female friendship enables the downfall of a person.

Tesco PESTEL Framework

Tesco PESTEL Framework Introduction Tesco is the largest organization in the UK and one of the biggest supermarket chains in the world. Tesco is one of the top three supermarkets in the world, Tesco operating over 3700 stores globally and employing over 440,000 people. The company operates in 13 countries outside the UK. There are many factors which contribute directly to the success of this leading super market chain. Business Strategy plays a pivotal role in the success of Tesco. Tescos History Tesco was founded in 1920s by Sir Jack Cohen, to setup high street grocery stores in and around London. Tesco name used for the first time in Edgeware London in 1929. The name was drawn from the initials of the companys tea supplier (T.E Stockwell), and Cohens own name. In 1930s when Mr. Cohen built a headquarters and warehouse in North London, its brand continually rises. In 1932 Tesco formally established as a private limited company. In 1947 Tesco stores (holdings) ltd floated on the stock exchange with a share price of 25p. In 1990s the company introduce a slogan Every Little Help, they also introduce Club card scheme in 1995. Tesco personal Finance was introduced in 1997, in order to provide its customers with a wide array of financial services, including visa card, and Tesco saving account in stores bank branches. Today it reported that group sales were  £51.8bn in the year to February 23 2008. Pre-tax profit rose to  £2.8bn. Company Analysis: PESTEL Framework Political Factors Tesco is operating in different countries, so due to its globalised operation its performance is highly affected by the Political and legislative conditions of these countries. According to Balchin, 1994 the Govt encourages the retailers to provide mix job from flexible and locally based jobs to highly skilled, higher-paid and centrally located jobs. (Balchin, 1994) Economical Factors Tesco is also affected by economical factors, such as costs, demand, prices and profits. Unemployment is the most important influential factor which decreases the effective demand for many goods. Basically Tesco is affected indirectly by the economic factor, but their affect on performance and the marketing mix can be learned. Social/Cultural Factors Due to the rapid change in trends, the company expand the amount of non food items available for sale. The UK customers have moved towards one stop and huge shopping, due to the variety of social changes. It also affected by Demographic changes such as population, female worker are increased, so the company will have to focusing added- value products and services. Technological Factors Technology factors are affected the development of many of the Tesco products. Both customers and company are capitalized from the Technology, because customer satisfaction mount for goods readily available, services becomes more quick and shopping more convenient. The lunch of the efficient Consumer Response initiative provided the shift that is now apparent in management of food supply chains. (Data monitor Report, 2003) The company uses the following technologies: Wireless Devices Intelligent scale Electronic shelf labelling Self check-out machine Radio Frequency identification (RFID) Companys Analysis: Porters Five Forces Threat of New Entrants The UK grocery market is primary henpecked by few competitors, including four major brands of Tesco, Asda, Sainsburys and Morisons that process a market share of 70% and small chain of Somerfield, Waitrose, and lidle with further 10%. However, due to the large operation they built their power to operating efficiency, one-stop shopping and major marketing mix expenditure. Hence, nowadays it possesses a strong barrier for new companies who crave to enter the grocery market. To become a market leader Tesco invest huge money in large chain, advance technology for checkout and stock control system that impact the new entrants and existing ones. Bargaining Power of Customers According to Michael Porter, the more products that become standardised or undifferentiated, the lower the switching cost, and hence more power is yielded to buyers. Porters M. (1980). Tescos famous loyalty card Club card keep the most successful customer holding strategy that tremendously increases the profitability of Tescos business. To fulfil customers needs, custom-make service, ensure low prices, better choices, constant flow of in store promotions enables brands like Tesco to control and hold their customer base. Bargaining Power of Supplier Tesco has negotiating better promotional prices from supplier that small individual chains are unable to match. And this is company policy and company main approach to have unparallel relationships with suppliers. Threat of Substitutes According to the Porters theory, General substitution is able to reduce demand for a particular product, as there is a threat of consumers switching to the alternatives (Porter M1980). However in the grocery market this can be seen in the form of product for product, new trends such as the way of small and convenient stores are emerging in the market. Bargaining Power of Competitors Tesco is operating in mature market, where growth is difficult, and consumer are extend demanding and advanced, large chains as company take place large amounts of consumer information that can be used to communicate with consumer. Therefore the preponderant market leaders have responded refocusing on price and value, whilst reinforcing the added value elements of their service. Analysis of Resources, Competence and Culture For the company, customer is first priorities, by the time of recession, a research shows that price are ranked as the most important margins not seen in twodecades. Therefore the company believe that their job is to help the customer with less spending. So the company launched value line, the famous blue stripes, the company would be able to provide the cheapest grocery shop in the country discounter included. The company maintain its position through a clear focus, well targeted product offer and excellent record both in product and format design. Core Competence Core competence is the processes that critically underpin the companys competitive advantage. Tesco primary target is to recognise that competition between businesses is as much a race for competence as it is for market position and market power. Hence, the Company have to focus the attending on competencies that really influence competitive advantage. Core competence is basically the process to develop the key area of a business in which the company expert, which bring a distinctive advantage over the competitors, and also critically connected with company long term growth. However, it will be important for Tesco to look at the generic level. Therefore in this case, Tescos expertise are most likely to mature central area of business where the most value added to its services and its devilries. For example, trust on Tesco brand prevarication at the heart of these services In addition, Core competencies of a Tesco have rather rigid, but a research shows that core competencies have to elastic, and it should be change in response to change in companys environment over the time. Therefore the company need to accommodate and create new idea and also new opportunity in the market. For example, Tesco launched its loyalty card and went into banking. Tesco able to enter into retailing of food and non food products was a clear distinctive brand proposition that had a focus on a properly define market section. The company also provide a strong and efficient customer service, based on a good customer relationship. Tesco Strategic Options: Generic Strategies Introduction: According to Porter (1985), competitive advantage arises from selection of the generic strategy that best fits the organisations competitive environment and then organizing activities to support the chosen strategy. These strategies are characterised by the company in response to their structure and environment of the organization. However to obtain a competitive advantage Tesco should follow one of the three strategies, which is developed by Porter. Cost Leadership Tesco accommodate the first strategy of cost leadership in which can endeavour the lowest costs in the market and offer its products and services to broad market at the lowest prices. The company are more focusing on the effective saving programme call Step-Change. By this programme the company delivered  £540 million of productivity and other saving in the year, which mostly reinvested in improving the shopping trip for customers. To reducing the amount of energy the company introduce better ways of working to improve the efficiency by making things better for customers, simpler for stop and cheaper for company. For example, according to a report, in the last year the company saved 52,000 deliveries to companys stores by using larger-fill-double-decked vehicles, which in turn have also 12 million road miles. Some other example of these projects which delivered substantial savings in the year includes: Saving in the Supply Chain-the company using more shelf-ready packaging and reconfiguring the depot network to increased vehicle utilisation and more productive work methods in depots and stores. For example the distribution cost more held in cash terms and reduced in percentage of sales terms. By this method the company achieved despite higher fuel costs. Installed Energy Saving-the company significantly invest in energy-saving projects across the business- such as new refrigeration, store lobbies and lighting, its helping the company to absorb utility costs. From the energy consumption the company fell by 8% last year despite business growth. Low wage employees- the company have around 31000 employees working in India as Global Support Centre, which provides IT and administrative support to UK and International operationsfrom software development to management accounting and payroll. If the company use another strategy of differentiation, the company then tries to offer a good services and product with unequal features that customers value. With the differentiation strategy the company created a brand loyalty for their offering, and price inelasticity on the parts of buyers. For example to achieve a better and more efficient service provide by the company to checkouts, many more customers didnt have to queue last year and customer continue to rank the company for speed of services at the checkout. Another example of this approach, the company have different brand product according to their feature, speciality, and reliability. Such as Tesco value, Finest, Organic etc Value Chain Primary Activities Inbound logistics According to Alex Laffey, we choose G-Logs logistics and transportation technology because their solution will support and enhance our low-cost, high quality approach to growth in the retail market. Major factors in our decision to select G-Log were the close and demonstrable fit of their software to our requirements, and their ability to rapidly deploy the solution in phases to meet our aggressive project time frame. G-log is providing visibility, optimization, and execution will enable the company to integrate their supplier, partners and logistics service providers, delivering real-time visibility of in transit orders, whilst optimising the transportation resources by both consolidating loads and selecting the most cost effective carrier. The G-log continues to shows to deliver significant result, and to provide value to its customers, in terms of improved customer services, reduced costs and enhanced competitive advantage. Outbound Logistics Outbound logistics is concerned with the delivering the product to the customer. The company adds value to its home delivery services. Tesco also trying to improve other tangible that have to be improved, such as parking facilities, trolley collectors, staff on self service checkout, and also to saying to customer hello hey and thank you with smiling face. The company making small improvements in everything with Every Little Help is about the company work together on the little things, its amount to a great deal. It keeps the focused on what matters most to customers. The company do not sacrifice all the other things that are so important to customers, such as not having to queue and being able to get everything that they want. Support Activities Company Infrastructure The company introduce software Real Time Integrator (RTI) which provides retailer with faster access to critical business information, through the provision and use of accurate, detailed, point-of-sale (POS) information. Sale data from individual store database will be routed to head office in XML to Microsoft server and Microsoft SQL. The solution handles 1500 sales transactions a second at peak times, which each have an average of between 50 and 100 items. To reduce the number not the on file items the first application for RTI will pilot for 120 stores, which improve the customer experience. Human Resources Management Tesco introduce a high commitment model which offers training and development to all employees. In addition the company extend their logo through their culture to prove their commitment to employees as well as to customers. The company continue to invest in customer services where training is also directly linked to pay, therefore the staff is motivated to learn and encourage their approach to customers and services and the provision of qualities. Conclusion With the research carried out, the company shows how the branding and effective service delivery can come in moving beyond splashing ones logo on billboard. The company made their market leader due to their successful and dynamic strategies. The company also made a powerful brand and powerful identities making their retailing concept into various and spending it out into the culture via a variety of channels. Such culture sponsorship, political controversy, consumer experience and brand extensions. The company change their culture and business environment very rapidly due to the high competitors pressure. The company also have to diversify the product and expand their strategies in order to sustain in its leading market position. This is already established by the company. Tesco need to make sure, to have the combination of good customer services, competitive pricing and efficiency when they launching a new product. Tesco has definitely has the potential and can compete with other store if the company get the above combination right. REFERENCES http://www.guardian.co.uk/business/2007/nov/09/supermarkets.tesco1 Tesco history from. http://www.telegraph.co.uk http://www.cn.tesco.com/en/aboutus/aboutus_history.htm http://www.independent.co.uk/news/business/analysis-and-features/tesco-thinks-small-to-be-big-in-america-394385.html Datamonitor Report (2003) Food retail industry profile: United Kingdom, January; Datamonitor Report (2003) SWOT Analysis Tesco PLC, July; Datamonitor Report (2003) Company Profile: Tesco PLC Analysis, October; Tesco Annual Report and Financial Statement 2009, To find out more go towww.tesco.com/annualreport09 De Toni A. and Tonchia S. (2003) Strategic planning and firms competencies: Traditional approaches and new perspectives, International Journal of Operations Production Management, Vol. 23 Issue 9, pp.947-976; http://findarticles.com/p/articles/mi_m0FNP/is_4_44/ai_n13248624/ http://www.tesco.com/talkingtesco/oldDefault.asp Drejer A. (2000) Organisational learning and competence development, The Learning Organization: An International Journal, Vol. 7 Issue 4, pp.206-220; Finch P. (2004) Supply chain risk management, Supply Chain Management: An International Journal, Vol. 9 Issue 2, pp.183-196; Graiser A. and Scott T. (2004) Understanding the Dynamics of the Supermarket Sector, The Secured Lender, Vol. 60 Issue 6, November/December, pp.10-14; Johnson G. and Scholes K. (2003) Exploring Corporate Strategy, 6th ed.,Prentice Hill: London; Lindgreen A. and Hingley M. (2003) The impact of food safety and animal welfare policies on supply chain management: The case of the Tesco meat supply chain, British Food Journal, Vol. 105 Issue 6, pp.328-349; MarketWatch (2004) Company Spotlight: Tesco, Datamonitor, September; Mintel Report (2004) Food Retailing -UK, Retail Intelligence, Nobember; Myers H. (2004) Trends in the food retail sector across Europe, European Retail Digest, Spring, Issue 41, pp.1-3; Palmer M. (2004) International retail restructuring and divestment: the experience of Tesco, Journal of Marketing Management, November, Vol. 20 Issue 9/10, pp.1075-1101; Porter M. (1980) How Competitive Forces Shape Strategy, The McKinsey Quartely, Spring 1980, pp.34-50; Ritz (2005) Store wars, Business Review, Vol. 11, April, pp.22-23; Veliyath R. and Fitzgerald E. (2000) Firm Capabilities, Business Strategies, Customer Preferences, and Hypercompetitive Arenas: The Sustainability of Competitive Advantages with Implications for Firm Competitiveness, Competitiveness Review, Vol. 10 Issue 1, pp.56-82; Bibliography Anon (2004) Case Study IV: Tesco implements the business engine network to gain full control of it IT Project Portfolio, Journal of Database Marketing Customer Strategy Management Vol.12. Tesco business strategy, 2008 available at http://www.bized.co.uk/ Tesco business strategy 2008 available at www.tescocorporate.com/images/TescocsrReview02_0.pdf Datamonitor Report (2003) Company Profile: Tesco PLc Analysis, http://university-essays.tripod.com/porters_generic_strategies.html Palmer, M. (2005), Retail multinational learning: a case study of Tesco, International Journal of Retail Distribution Management, Vol. 33 No. 1

Marketing Essays Red Bull

Marketing Essays Red Bull Table of Contents Introduction Red Bull and Marketing Theory Introduction Market Entry Market Strategy Marketing Communications Company Analysis Analytical Methods Company Sales and Diversification Strengths Weaknesses Opportunities Threats Conclusions Future of Red Bull and Recommendations References Introduction Red Bull has created a strong brand image, using colourful icon with two bulls in opposition and a memorable tag line; ‘Red Bull gives you wings’. Through creative marketing and sponsorship it has linked itself with extreme sports, innovative music and art, all aimed squarely at the youth market (Dahlen, Lange and Smith, 2010). This brief examines brand development, which strategies have helped it to success and where the brand goes from here as it faces the prospect of losing its cutting-edge image while continuing largely with only one product. Red Bull is a European success story. The product was launched in 1987 in Austria. It faced opposition from the Food and Drink Administration (FDA), who refused to clear it for distribution but despite this it became an underground success through clubbers and snowboarders. This anti-establishment stance found synergy with consumers, even after it was cleared for sale. It quickly spread into neighbouring countries and into the US market (Franzen and Moriarty, 2009). Dahlen, Lange and Smith (2010) note that by 2004, it had gained 40% share of its market sector and 70% in Europe. However, the brand still faced problems; it was banned in Denmark and France following unsubstantiated rumours that people had died from drinking the product in Sweden and Ireland (Mail Online, 2001). The European market was stagnating, and it faced distribution problems from companies supporting their own-brand products. The ever-present competition from Pepsi and Coca-Cola limited the scope for expansion. With these pressures, the company developed a marketing strategy that avoided mainstream advertising, instead focusing on grass-roots promotion. The product was sold in trendy nightclubs and bars, and the credibility of those held in high regard by the young target audience, such as DJs (Boswijk, Thijssen and Peelen, 2007). Brand education was provided by high-profile visits to places where the company felt people ‘might need a lift’. Examples include offices, building sites and garages. Self-styled Red Bull distributors exploited their local knowledge to help sell the brand and its products. It terms of higher profile marketing, Red Bull has primarily focused on maintaining its links with extreme sports. It sponsors two Formula One teams (Red Bull and Toro Rosso), as well as snowboarding, kite-boarding, surfing and aircraft racing. All of these underline its commitment to its youthful, energetic target audience. The next part of the brief examines how its marketing strategy fits into contemporary marketing theory. Red Bull and Marketing Theory Introduction Red Bull is essentially a one-product brand, offered at a premium price in its market sector. Having started in Austria, it quickly spread to other markets including the USA and has become the market leader in its sector. It uses a novel approach to marketing, which is discussed later in this section. In terms of the traditional 4Ps of marketing, therefore, the company is easy to categorise. However, the 4P method has received criticism as being somewhat limited (Lee, 2001), and therefore the company is examined from a number of perspectives in this section, starting with market entry. Market Entry Any new company has to determine how they intend to enter a new market. This will be predicated by a number of factors such as the available resources, the sales objectives, product offered and existing competition (Fifield, 1998). In the case of Red Bull, the launch of the new product established a new category of product; that of energy drinks. Derived from a concept found by Dietrich Mateschitz in the Far East, the formula developed included large amounts of caffeine, sugars (glucose and sucrose) and taurine (Red Bull, 2014). Taurine is a ‘conditional amino acid’, which means it cannot be created by the body but needs to be provided in the diet. It is found in meat and fish (WebMD, 2014). It is used medically in the treatment of congestive heart failure, high blood pressure, high cholesterol and diabetes, among other conditions, and it is present in infant formulas. Taken together with the other ingredients, Red Bull claims that it provides an energy boost (Red Bull, 2014). Since no similar type of product existed on the market, there was no direct competitor. As an innovator, the company had to educate its target audience on the product’s benefits. If a mass market entry approach is used, this can be extremely expensive (Hill and Jones, 2012), since customers have to be convinced that the new product is safe, has unique benefits and is socially acceptable. Rather than attempting to do this on a large scale, Red Bull adopted a novel method based on introducing the product at a grass roots level. It is promoted as a trendy drink at events where its main target audience gathers; nightclubs, extreme sports events and even parties. In the latter, it encourages students to set up Red Bull parties and provides them with free cans to distribute to their friends. The company also uses cars in the corporate colour scheme – together with a gigantic can – which give out promotional samples (Onkvisit and Shaw, 2009). Initially, distribution is set up using small distributors. In some cases, the company has hired warehouses and set up young people to aggressively sell the product (Pride and O’Ferrell, 2006). As far as can be determined from the available literature, this approach is likely to continue to be used in addressing new markets in future. Market Strategy Its chosen strategy has led to strong word-of-mouth sales in new markets, and this provides a springboard for further success in those markets. As it grows, it invests further in creating events such as the Flugtag, in which competitors attempt to fly from a pier using homemade, unpowered aircraft – most of which are incapable of flight, and soapbox racing (Red Bull, 2014a). This draws both competitors and audiences. Most of the events the company sponsors are more professional in nature and cover an increasing range of activities, from spectacular air racing using stunt planes, to cliff diving, wingsuit racing, motorsports and adventures. The company has even moved into computer gaming and e-sports. The features that are common to all of these activities are their attraction to their target audience and their physical and mental requirements. Having identified this approach, the company appears to be keen to continue to exploit it. When considering the market positioning of the Red Bull energy drink, it almost appears that it has arisen organically from the properties of the product; it supports physical and mental exertion and therefore the market position supports this. However, this belies is underpinned by clever physical and psychological positioning. The physical positioning refers to the product’s unique characteristics (it provides energy from its unique formula) and the psychological positioning derives from its brand image as being youthful and energetic, and socially desirable to its twenty-something core audience (Lantos, 2011). From its original product offering (one product), the company has added a little to its portfolio through the introduction of Red Bull sugar-free, Red Bull zero-calories, Red Bull editions (in flavours of cranberry, lime and blueberry) and Red Bull cola. The cola is promoted as being the only cola drink made from 100% natural ingredients and makes the case that, unlike other brands that might be mentioned, it has no secret formula. The company follows the same basic branding approach for these additional products, presumably on the grounds that they will appeal to subsets of their existing target audience. Marketing Communications However impressive a brand is, it has no value unless it can communicate its unique characteristics to the consumer. On this basis, Red Bull has a highly effective marketing communications approach, it is currently recognised as the 74th most valuable brand in the world, with a value of $7.5 billion USD (Forbes, 2014). From grass roots marketing, these days the brand is more recognised through its sponsorship initiatives. This is backed up with a strong online presence that strongly reflects the brand image and provides a form of Integrated Marketing Communications (IMC). The company sees modern communications media as being critical to their success (Kotler and Keller, 2012). The reason Red Bull has achieved such success has been that it has successfully aligned its brand identity with that of its target audience in a way not achieved by its competitors (Urbany and Davis, 2010). Even when it uses traditional marketing media such as TV, it does so in a quirky ways that does not take itself too seriously. In doing so it maintains the image that appeals to its customers. It is this consistancy of message that is so important to IMC. Whatever channel is used to get the message across, it must be the same as those used on alternative channels. Digital media provides an increasingly important method of communicating with consumers, and Red Bull has identified this. As well as having a strong website that focuses on the sponsorship activities it is involved with, it also provides links to social media websites such as Facebook, Twitter, Google+ and You Tube. These sites provide consumers with a means of communicating with the company and with like-minded individuals across the world. This fosters a club-like experience that enhances the company’s alignment with its customers. The use of social media to build on relationship marketing is now well recognised, and Red Bull has been in the forefront of exploiting this (Lamb, Hair and McDaniel, 2011). The company has also been active in the field of mobile marketing, launching its own app to allow subscribers to keep in touch with the company when on the move. Overall, Red Bull is one of the most effective marketing communications companies in the world, and it does so by offering interesting content to its customers. The actual advertising of the products forms a small part of this. However, the brand is intimately linked with its products and thus the message gets across clearly. The continually changing content prompts users to visit its sites frequently, and in doing so keeps the brand close to the user’s attention. Few companies have been so successful in doing so. The next section looks at the current state of the company in the market. Company Analysis Analytical Methods There are a variety of methods available for the analysis of a company. These include analyses on the external environment in which the company operates, such as PESTLE (Political, Economic, Social, Technical, Legal and Environment), and those that examine the internal context such as SWOT (Strengths, Weaknesses, Opportunities and Threats) (Allen, 2001; Murray-Webster, 2010). Other techniques include VRIO (Value, Rarity, Imitability and Organisation), used to determine the level of competitive advantage a company has and how long it is likely to be retained (Peng, 2011). In this case, a PESTLE analysis would provide results indicative of the energy drinks market rather than being specific to Red Bull. A VRIO analysis lacks the depth of SWOT analysis in terms of a general assessment of the internal and external situation, and therefore a SWOT analysis was chosen for analysis of the company. This is shown later in the next section. Company Sales and Diversification Apart from its energy drinks, the company has diversified into other businesses that have synergy with its brand image. These include football clubs, youth academies, online clothing sales and even a construction company. It has moved into media ownership, with print magazines and the mobile phone service industry. Red Bull is privately owned and therefore does not need to report its performance publicly. However, it reported net sales of 4.9 billion Euros in 2012, with 5.2 billion cans of its primary product sold. This represented considerable growth on the previous year (15.9% on sales; 12.8% on number of cans). The company showed very strong net sales growth in South Africa (52%), Japan (51%), Saudi Arabia (38%) and strong continued growth in France (21%), the US (17%) and Germany (14%) (Euromonitor, 2012). The company attributed this to ongoing brand investment and efficient cost management (Euromonitor, 2012). Strengths The main strength of Red Bull is its brand, which is very valuable and has allowed it to grow a strong set of customers. It is synonymous with its energy drink, which is a positive factor (Park et al, 2013). The company has successfully developed new markets internationally using the same brand image. It can therefore be considered as a global company. This is important in that many of its current markets are at or near market saturation. Its use of social media to help to build its brand by relationship marketing is also a strength (Segrave, Carson and Merhout, 2011). Weaknesses The main weakness of the brand is its limited product portfolio. It primary relies on its single main product. This product is at risk of political or legal controls owing to the high levels of caffeine used, or it could just lose its appeal to the market (Aaker and McLoughlin, 2010). This could adversely affect the ability of the company to maintain its position in various markets. Opportunities The company has been effective in developing emerging markets, and if this continues it could largely offset poorer sales developments in the mature markets. Its global marketing message appears to be universally appealing to its target audience, despite cultural differences. It has also invested in new production facilities in Brazil to support domestic sales in the South American continent management (Euromonitor, 2012). This model could easily be extended to local production in Asia and other developing markets. This would both reduce cost of sales and provide a greater sense of community belonging. Threats A range of similar drinks have emerged following its success, increasing the level of competition within its market sector. Some of these competitors use natural ingredients, which may be seen as more desirable to its target audience. This includes the Monster product, which is pressuring sales particularly in North America management (Euromonitor, 2012). The company also faces competition from entrenched market leaders in the wider drinks market such as Coca Cola and Pepsi. These companies work continuously to reduce the threat level posed to themselves from Red Bull. With their huge marketing budgets and ability to develop new products, this could eventually prove decisive and reduce the success of Red Bull. The company also faces the law of diminishing returns in marketing in its mature market, in that the cost to reach the relatively small number of potential customers remaining in these markets becomes prohibitively high (Mike, 2004). The company invests considerable resources in its relationship marketing, and this ongoing cost may also become more onerous, should sales in its target market fall for any reason. Therefore the company faces the potential of having high marketing costs leading to smaller sales despite its dominant position in many markets. Conclusions Red Bull has demonstrated a novel approach to marketing and has introduced a new product to the market that has spawned an entire new category of product. Through its actions, the company has become very successful and has become the market leader in its sector. Its use of a marketing message that is light on selling the product but heavy on building the brand image and associating it with extreme sports and other activities of interest to its target audience has possibly shown the future direction of much marketing effort. The current position of Red Bull remains strong in its market sector. However, as it is now the leading brand in many markets, it will find it difficult to maintain its position due to increased competition from other brands that have seen the opportunities offered by the sector. The growing age of its original target audience may also prove a factor; the company has deliberately addressed a youthful market and as these original customers grow older, it remains to be seen whether the product will continue to appeal to newer generations. However, the company can n develop new markets, and it can potentially reduce costs by focusing on domestic production. These new markets may allow the development of complimentary new products. . It is possible that these could then be sold in its mature markets, widening its product portfolio. Whether the company remains successful will depend on a number of factors. Primarily, there is a question of whether the brand can continue to be trendy now that it is well established in the market. It faces increasing competition in its sector, and this will affect sales unless the company can successfully fend it off. However, it can still expand into new markets and streamline its production facilities to allow the business to continue to grow. Future of Red Bull and Recommendations In order to protect its position and continue to grow, the company should embrace the opportunities offered in emerging markets. It should also work to streamline its distribution to reduce costs. This could be through domestic production or through setting up alliances with existing distributors in those regions. The competition to Red Bull is only likely to increase as more manufacturers seek to exploit its market sector. Emerging products may replace the Red Bull brand image of being cutting edge and anti-establishment; one company cannot keep this mantle forever. The company should therefore consider adapting its message to existing consumers as they mature. The company is well placed to make this transition. However, it cannot simply rely on existing customers, but must appeal to new consumer groups. This could be assisted by the launching of additional products aimed at different demographics. Red Bull is used as a mixer for spirits such as vodka. This offers an additional opportunity to target the more mature audience by launching pre-mixed alcoholic drinks. Red Bull has shown itself adept at social media. The company should develop this as far as possible, embracing new technologies as they arise. This is vital for it to maintain its relationship marketing and also allow the brand to continue to spread through word-of-mouth and sharing of information online. Since the company has so much news to share from the events and teams it sponsors, it has a readymade store of information. This could prove to be important in maintaining brand loyalty in the future. References Aaker, D. A. McLoughlin, D. (2010), Strategic Market Management: Global Perspectives, UK: John Wiley Sons Allen, M. (2001), Analysing the Organisational Environment, UK: Select Knowledge Boswijk, A., Thijssen, T. 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(2011), Consumer Behaviour in Action, USA: M. E. Sharpe Inc. Lee, O. (2001), Internet Marketing Research: Theory and Practice, USA: Idea Group Publishing Mail Online (2001), Three Deaths linked to energy drink, available from http://www.dailymail.co.uk/health/article-59862/Three-deaths-linked-energy-drink.html , accessed 6th November 2014 Mike, S. (2004), Marketing and Sales, India: Lotus Press Murray-Webster, R. (2010), Management of risk: guidance for practitioners, UK: The Stationery Office Onkvisit, S. Shaw, J. (2009), International Marketing: Strategy and Theory 5th Edition, UK: Routledge Park, C. W., Eisingerich, A. B., Pol,G. Park, J. W. (2013), The role of brand image in firm performance, Journal of Business Research, Vol. 66, 180-187 Peng, M. W. 92011), Global Business, USA: South-Western Cengage Learning Pride, W. O’Ferrell, O. C. 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