Safe System of Work for Equipment at Height

Safe System of Work for Equipment at Height Introduction Construction industry’s industrial accidents is more than other industries. The accident rate per 1000 workers was 35.9. Among which the highest number of deaths involved in working at height. Which were related to â€Å"fall of person from height†. Working at height in the construction work involving of temporary or transient working environment condition means a lot of inherent hazards and potential hazards. Construction work, safety in the work place is very important, it is essential. Therefore, must take the necessary security measures to ensure the safety operation. Background I am a manager of the Engineering Department of Excellent Property Management Limited. Recently, I observe that fatal accidents involving working at height is a major trend in 2013. While the workers of our company and the outsourced contractors in the estates and plazas are using various facilities in performing their jobs in working at heights. Objective A study of four commonly used equipment for working at height: ladders, mobile type tubular scaffolds, elevated working platforms and bamboo scaffolds. Analyze their function, limitations, risk and encountered in the work processes. Provide relating local safety legislations, Codes of Practices and guidance to the workers. It should to develop for the safe system of work. Which procedural inspected work tasks to find the potential hazards, Inherent risks. Providing the safety and heath policy or strategies in controlling the hazards and demonstrate the understanding of common health and safety management system. Equipment for working at height The common of equipment in working at height: ladders, mobile type tubular scaffolds, elevated working platforms and bamboo scaffolds. Ladders Ladders are the most common ancillary tools for working at height. A simple tools for gaining access to higher levels. Therefore, involving highest number of workers are injured while working at height. Functions of ladders: Portable, easy and convenient. Widely used in various construction units. Easy storage Limitations for use of ladders: Inspect the ladder before every times and regularly afterwards. Must check the ladder side and ladder steps has burst, it has broken rung ladder before use, and whether there are loose or anti-slide pedal to lose and so on. Indicate whether the ladder meets safety standards. Pay attention to the ladder’s safe working load, make sure not to exceed the load when using. Where a handhold is available on the ladder. Ladder placed on a firm and level ground Ladders must be firmly in supporting the matter, if not fastened to the ladder, the ladder should be located under one reference help. Ladders only for 2 meters below the lightweight work Not suitable for long duration or high frequency for work at height. Not suitable for long duration or high frequency for work at height. At a height of 2m or more, ladders only be used for access and egress, and not a place to work During ascent, work and descent on ladder, worker should be capable of retaining three points of contact with the ladder. Ladders must be at the proper angle eyes on the supports, the angle is too large or too small can lead to accidents. Strict compliance with the manufacture’s instructions and safety warnings. Risk for use ladders: fall of person from height The footwear is from mud or grease before climbing up a ladder. The ladder is unstable and resting on an uneven and soft soil ground. The insufficient space behind the steps to provide a proper footing. Never overload the ladder, more than one person is working from a ladder Which should be avoided as far as possible for using ladders: Use any ladder that is already bent or ladder steps has burst Connect short ladders together to form long ones. Overstretch the body to either sides of the ladder. Position the ladder at the place where working Paint something on ladder to cover up crack and defects. Ladders are used as a working platform. Not following the manufacture’s instructions and safety warnings. Not compliant with international safety standards. Training for worker: The worker for use ladder must have related safety training or supervise to guidance to the workers. The correct technique for climbing of ladder. (Three-point contact) Elevated Working Platforms The elevated working platforms is very convenient for ancillary tools for working at height. This is considered to be work equipment that prevents a fall. It is a manned to working at height, such as ceiling maintenance work , repair and cleaning the height air conditioning, lighting or external wall. Limitations for use of elevated working platform: Consider the work requirement the carrying capacity, height of elevation, mobility and stability. The elevated working platform should be match for operation site, on the road and environmental conditions and limitation. The safety passageway for access and egress from the elevated working platforms The important point is the manufacturer or the agents company provides training course on operations, inspection, identify risks, initial fault strain, Fault reporting mechanism and operation of the elevated working platforms. Start to inspect and test the platform before use every time Calculate and record the every time loading weight for manned and equipment to be ensure not exceed the limitation maximum safety work loading. Ensure the elevated working platforms have guard-rails is hard, stable and secure. Has a slip-resistant floor. Install of the toe-boards round at the edge of the platform. Ensure the operation is horizontal level during the rising and falling, does not occur uneven phenomenon. Enclosed working area of the elevated working platform to avoid endangering others persons Must wear safety harnesses with lanyards securely attached to platform’s anchorage points. Risk for use elevated working platforms: Fall of person from height for guard-rail loose or broken. The workers by injured on elevated working platform due to the platform move. The elevated working platform and worker are falling due to exceed the limitation maximum safety work loading. Which should be avoided as far as possible for using elevated working platforms: Move the elevated working platforms when the workers still on it Not secure all guard-rails of the elevated working platforms. Excessive dependence and sit on guard-rails of the elevated working platforms. Riding on the guard-rails up to higher level for working. Lean over out of the work platform outside. Ignore the examine, test and maintain the platform regularly. Work in the absence of adequate of adequate training and instructions Training for worker: The worker for use elevated working platform must have related safety training or supervise to guidance to the workers. The worker should be have the following knowledge, before starting to work: detailed safety operating procedures specified by the manufacturer; limitations on using the elevated working platform; limitations on working loading; items to check before using the elevated working platform; and demonstration and practice on the operating procedures. Mobile type tubular scaffolds Mobile type tubular scaffolds is for temporary structure to support work and access platforms. Mobile type tubular scaffolds can be used for different purposes in different construction activities. To building, dismantling and modifying of scaffolding must be carried out in compliance with the Construction Sites (Safety) Regulations and Codes of Practice for Bamboo and Metal Scaffolding Safety of the Labour Department. Limitations for use of mobile type tubular scaffolds: The safety passageway for access and egress from the mobile type tubular scaffolds. Suitable tail: 900mm – 1150mm top rail, 450mm -600mm mid rail and minimum 200mm high toe board. Toe boards must rise at least 200mm. Has a fencing and outriggers in mobile tower Not suitable for outdoor work in strong winds and inclement weather. Provide enough supporting point to fixing the scaffolding to the building. That could have an adverse effect of weather conditions on the scaffolding work should be constantly monitored and should be taken and provide to maintain the stability of the scaffold and the plant, equipment and works. The Scaffolding should be provide and setting with double guard rails and toe boards. Additional measure such as nylon net is also required to prevent materials, tools or equipment falling. The boards and planks should be unpainted so that any defects are readily visible. To building, dismantling and modifying of scaffolding must be conducted by trained worker under the immediate supervision of a competent person. Boards and planks used in the construction of working platform should be protected against splitting. Mobile type tubular scaffolds placed on a firm and level ground, on different ground surface require different support: Hard surface – is sufficient hardness and thickness to support the scaffolding, but preferably to be placed on a base plate. Other surfaces – is any type of flooring or paving which would be penetrated by a standard with a base plate beneath it or if there is doubt about the surface, should be used base plates or metal packing plates at the bottom of the standards. The supports for a scaffold should be maintained in an adequate condition during the life of the scaffold. The width of working platform of the scaffold not less than 400mm. The group of boards across the width of the scaffold should be consistent with the same length, with all boards of the same thickness. The angle of ladder for the ratio of vertical with horizontal level not more than 4 to 1. Risk of toppling when using mobile type tubular scaffolds: Over the carrying capacity for the top of the working platform. A ladder is placed on the top of working platform to extend to gaining access higher level. The tower is placed on sloping or uneven ground. Which should be avoided as far as possible for using mobile type tubular scaffolds: Move the elevated working platforms when the workers still on it Climb a mobile type tubular scaffold when the wheels are unlocked. In windy or severe weather conditions to use a mobile type tubular scaffold for outdoor work. Move the mobile type tubular scaffold when workers or materials still on the working platform. Training for worker: A trained workman has satisfactorily completed a formal training in metal scaffolding works equivalent to any of those mentioned for a competent person or has satisfactorily passed the intermediate trade test for metal scaffolder of the CICTA and possesses at least 1 year of experience in metal scaffolding works. (Under the Construction Workers Registration Ordinance). Inspected by a competent person before being taken into use for the first time. Inspected by a competent person at regular intervals not exceeding 14 days immediately preceding each use of the scaffold. In respect of scaffolding safety, the worker are subject to the requirements of the following regulations: 38A, 38AA, 38B, 38C, 38D, 38E, 38F, 38H, 38I, 48, 49, 52, Bamboo scaffolds Bamboo scaffold is a temporary structure to work and access platforms. Common in the construction , renovation and repair work. Bamboo scaffold use natural material, cheap and can be recycled. While its flexibility suitable for use on any project, workers can quickly change or bamboo cut to the desired length and shape. Bamboo is lightweight, easy to transport, erect and modify and dismantle is shorter time than other type scaffolding. Limitations for use of bamboo scaffolds: Erection and dismantling the bamboo scaffolding must be in compliance with the Construction Sites (safety) Regulations and Codes of Practice of Bamboo and Metal Scaffolding Safety of the Labour Department. The bamboo higher than 15m, should be designed and approved by professional engineer. Should be provide sufficient support point to secure to the bamboo scaffold with the building or structure to prevent collapse. For avoid materials from material, tools and debris from falling should be erect catch-fans, nylon net and protection screen at the bamboo scaffold. Ensure the Form 5 is duly signed and valid. Suitable tail: 900mm – 1150mm top rail, 450mm -600mm mid rail and minimum 200mm high toe board. Risk of using bamboo scaffolds: Toppling when over the carrying capacity for the bamboo platform. Material or tool from falling when no provide sufficient additional measure to prevent from falling. Toppling when no provide sufficient measure to secured the bamboo scaffold to prevent severe weather. Which should be avoided as far as possible for using bamboo scaffolds: In windy or severe weather conditions to use bamboo scaffold for outdoor work. Working when the bamboo scaffolding is unfinished state. Use incorrect and unsafe method to dismantle bamboo scaffolds. Avoid the demolition bamboo falling on the ground directly and immediately, workers should be one pass one or use vertical transport measure to the ground. Training for worker: Erection, alteration and dismantling of bamboo scaffold must be conducted by trained workmen under the immediate supervision of a competent person. Trained workmen must have formal training in, and possess at least 3 years of experience of, bamboo scaffolding work. Legislative requirements and guidance materials Codes of Practice for Bamboo and Metal Scaffolding Safety Codes of Practice for Metal Scaffolding Safety Practical Guide to Working at Height: Ensuring Safe Work Practices Safe System of Work Safety Guide for Bamboo Scaffolding Work Safety at Work – A Guide to Ladders and Elevated Working Platforms Beware of Fall at Work Guidance Notes on Classification and Use of Safety Belts and their Anchorage System Construction Safety – Working at Height Construction Sites (Safety) Regulations Statutory General Duties Requirements under Factories and Industrial Undertakings Ordinance –Section 6. Conclusion Recommendation For the above measure for working at height, there should be avoid working at outdoor when under windy or severe weather environment conditions. In tools, should be provide workers with tool straps to prevent the tools from falling and provide the tools can be extended to avoid: the worker to lean over out of the work platform outside; riding on the guard-rails up to higher level for working; overstretch the body to either sides of the ladder; connect short ladders together to form long ones. Mark the carrying capacity indicates on the measure prominently displayed to ensure not overload. Clean up the ground near at working at height to reduce the workers from falling additional damage. Use the ladders for working at height should be provide more one worker to accompanied the work, who is responsible for tool storage to avoid the ladder user loss of balance. Considering work preparation and authorization requires at the start of any job. Ensuring safe work methods and necessary measures and including a safe means of access and escape. References: Codes of Practice for Bamboo and Metal Scaffolding Safety (Labour Department) Codes of Practice for Metal Scaffolding Safety (Labour Department) Practical Guide to Working at Height: Ensuring Safe Work Practices (Hong Kong Housing Authority) Safety Guide for Bamboo Scaffolding Work (Labour Department) Safety at Work – A Guide to Ladders and Elevated Working Platforms (Labour Department) LC Paper No. CB(2)279/13-14(05) – (Legislative Council Panel on Manpower) Code of Practice on the Design and Construction of Tower Working Platforms – (Electrical and Mechanical Services Department) Industry-based Committees Bulletins 41th Issue, Safe Use or Mobile Aluminum Towers – (Occupational Safety’s Health Council)

Eminem :: essays research papers

For my research paper, I chose to write about Marshall Mathers. I chose to write about him because he is the best young rapper, and I like how he doesn’t care what happens, he just goes with it. He isn’t a very good role model, but he is funny, and couldn’t care less what anybody says about him. He had a rough childhood that reflects to now, and makes great records and songs that describe his life and what has happened during it. Marshall Bruce Mathers III was born on October 17, 1974 in Kansas City, Missouri. He created his own nickname, Eminem, which is pronounced M&M, from his initials, M.M. Marshall had a harsh and cruel childhood, where he constantly moved between Kansas City and Metro Detroit. When he was a child, he lived with his mother. His mother’s name is Debbie Mathers-Briggs. Eminem has never even seen a picture of his father in his life. Eminem and his mother continued moving and never stayed in one place longer than six months. His mothe r worked very hard and many jobs to provide for herself and Marshall. When Eminem was in school, he used to get beat up every day. There wasn’t one day when he didn’t get beat up by the same group of kids, just for being himself. One day those kids almost killed him, and Eminem went into a coma. The day after he got out of the hospital, they moved again. Eminem continued to move back and forth from his mothers to his grandmothers, until the age of 11, when he and his mother settled in Detroit for good. Marshall first started to get into rap when he was 14. Some of his musical influences growing up were the Beastie Boys, LL Cool J, and Run DMC. As Eminem persued his rapping career, he would often hustle radio stations into playing his self-made tapes, to get some publicity over the radio waves. Marshall felt that his rapping career was starting to take off. He was getting some big calls to rap in major places and he thought everyone has started to love him. Soon, he fou nd the love of his life, Kim. They had a baby girl together, named Hailie Jade, on December 25, 1995. Eminem decided to release his first full-length album in 1996 called Infinite. It was somewhat of an experimental thing, but the record did not sell any copies.

Drink Business Plan Essay

The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. â€Å"Bubble Buzz† will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7. 3% over the next 4 years ($243,029. 47 profits), while satisfying the needs of the still-unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segment of soft drinks. Export potential will be considered in China. [pic] Brief description of the company The Coca-Cola Company’s core undertaking is to benefit and refresh everyone it reaches. Founded in 1886, we are the world’s leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make up for our wide portfolio. Our corporate headquarters are established in Atlanta, and we are holding local operations in over 200 countries around the world. Our activities cover all sectors of the beverage industry. We are the second leading player in functional and Asian specialty drinks, while ranking number one in value for the ready-to-drink tea sector (ref. 1, p. 1). Brief description of the new product, & strategic role in the future position of the company â€Å"Bubble Buzz† will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging. The strategic role of Bubble Buzz for The Coca-Cola Company is centered around three objectives: †¢ To stay at the forefront as the market leader in innovative product introductions and successful product launches; †¢ To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching and FUNctional product; †¢ To become the market leader in the functional drinks segment with increased market shares. [pic] INDUSTRY ANALYSIS Consumption: The sales volume for the functional drinks segment (ref. D2) in Canada has reached $342. 2 millions in 2004 for a volume of 125. 9 million liters (ref. 2). This product segment has shown a steady growth since 1999: an increase of 13. 5% over a period of 6 years (Appendix A). The consumption rate per capita in 2004 has reached 3. 94 liters, which represents a 4. 0% increase compared to 1999 (ref. 3). The growth of this particular market is largely due to a slow shift in consumer trends. Trends: Through the early 1960s, soft drinks were synonymous with â€Å"colas† in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances (e. g. Coke & Nestea) and acquisitions (e. g. Coke & Minute Maid), but also by focusing efforts on portfolio diversification. Today, while the soft drink industry’s value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk & juice drinks, sports drinks) as well as bottled juices and water (ref. 5). Companies have been actively engaged in new product developments in order to counter the growing concerns about negative health impacts of high-fructose drinks, but also to increase the demand in a market where product offerings are quickly maturing (ref. 4). New flavor introductions and health-conscious formulations have been launched in an attempt to offset the decline in carbonated soft drink sales (ref. 6). The functional market is expected to show sustained growth and consumer interest in the future years as consumption shifts to trendier, healthier and more sophisticated products (ref.7). Profitability & future growth potential: In 1993, Concentrate Producers earned 29% pretax profits on their sales, while bottlers earned 9% profits on their sales, for a total industry profitability of 14%. While the functional drinks sector only accounts for 3. 7% of the total soft drinks sales in 2004 (Appendix B), estimates are forecasting a growth of 7. 3% in sales and 11. 0% in volume consumption by 2009 (ref. 4). SWOT ANALYSIS (Strengths and weaknesses, opportunities and threats) |Strengths |Weaknesses | |Brand strength |Reliant upon line extensions | |Effective stride in new markets |Reliant upon particular carbonated drinks | |Results of operations |Brand dilution | |Strong existing distribution channels |Entrance into difficult non-core categories | | |Saturation of carbonated soft drink segment | |Opportunities |Threats | |New product introductions |Strong competition | |Brand is attractive to global partners |Potential health issues | | |Free trade | Explanations in APPENDIX C COMPETITION Coca-Cola’s top competitors for the soft drinks industry are PepsiCo (31. 6%) and Cadbury-Schweppes (15. 8% of market), which combined, represent about 48% of the total market (ref. 9). Coca-Cola is leading with 43. 7% of the total soft drinks market. In the functional drinks sector, PepsiCo is the current market leader with 60. 5% of the market shares in 2004. Coca-Cola Co is second with 32. 8% (ref. 2, see Appendix D1). Bubble Buzz will launch into a currently unserved subset of that market (RTD â€Å"Ready-To-Drink† Bubble Tea), which is until now unexisting. It is anticipated that the following brands could potentially compete with Bubble Buzz in the functional drinks market: Brisk, Lipton Iced Tea, Sobe (owned by PepsiCo), as well as Snapple’s and Hawaiian Punch (owned by Cadbury/Schweppes). Bubble Buzz also creates a potential situation for cannibalism with Coca-Cola’s very own brands of iced tea and other functional drinks. The current market for traditional Bubble Tea is fragmented, since the distribution is restricted to local outlets and selling points such as counters and small Bubble Tea shops in scattered locations across Canada. However, direct competition from these local players is not anticipated, since the marketing roll-out will initially emphasize on product awareness and both sales channels do not reach or serve the same market (retailing vs. counter/restoration). A strong distribution system already exists with Coca-Cola, since partnerships and channels are already in place. This will facilitate the product’s reach into its target market. Further data concerning competing market shares and distribution channels are available in Appendix D(1-3). Barriers to entry: |Business practices |Manufacturing | |Due to the number of competitors, it will be hard to prevent |Producing bottled Bubble Tea requires sizeable capital | |imitation behaviour (especially from PepsiCo) |investments for the specific needs of the manufacturing chain | | Risk of competing with emerging private labels (e.g. President’s|(from ingredients to final packaging specifications) | |Choice) |The marketing campaign to make this unknown brand popular | |Given the wide array of brands (saturation in the soft drink |requires more promotional expenditures than a traditional brand | |market), it becomes a challenge for Bubble Buzz to stand out |extension | TARGET MARKET. Segment identification: RTD (Ready-to-drink) bottled Bubble Tea, to be established within the Functional Drinks sector Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) † (ref. 11, p. 127). Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the â€Å"mind and body† (ref.10), the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours † ref. 6). Segment growth potential: Statistical reports anticipate a segment growth of 1. 72% over the next 9 years (2015) for the 10-29 years old subsets (ref. 12). Refer to Appendix E. Size of the segment (population): 8,688,300 (329,600 L). Refer to Appendix E. |Segmentation variables and breakdowns for Canadian consumer market of Bubble Tea | |MAIN DIMENSIONS |VARIABLES |BREAKDOWNS | | |Region |Nationwide (all provinces and territories) with emphasis on urban / metropolitan areas, and| | | |adapted strategies for all geographical groups | | |Area size |5000-19,999 to 4,000,000+ | | |Density |Urban, suburban | | |Climate |All (East, West) | | |Age |10-29 years old (teenagers, studying age and young adults) | | |Gender |Male and Female | | |Income |All under $30,000 | | |Occupation |Students; new graduated; new workers; young professionals | | |Education |Elementary 4th grade, High school, CEGEP and University | | |Race |All: Asian, Black, White, Native; other; with adapted strategy for Asian consumers already | | | |familiar with Bubble Tea | | |Home ownership |Renting apartment/condo, living with parents | | | |(Highly discretionary in personal spending) | | | Personality |Brand conscious, anchored in popular culture, inclined for differentiation and | | | |sophistication, very tolerant towards multiculturalism and internationalism (open-minded), | | | |quick maturation with modern products | | |Lifestyle |Most of them dependent on parents, no major responsibilities, highly influenced by peer | | | |groups, active life, importance of school, work and social life | | |Benefits sought |COMMUNICATION BENEFITS | | | |-Nutritional information | | | |-Informational text on history of product | | | |FUNCTIONAL BENEFITS | | | |-Healthier than soft drinks | | | |-Convenient, easy to take out | | | |PERCEPTUAL BENEFITS | | | |-Quality/Premium price | | | |-Social standing/good-looking | | | Usage rate |Seasonal (peak in summer), daily-basis, weekly basis | | |User status |Non-user, regular user (current user through existing bar-shops) | | |Loyalty status |None, medium, strong | Positioning strategy: The only RTD bottled bubble tea available. Funky & eye-catching bottle, functional packaging, premium-priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls, oversized colored straw), variety of flavors, sweet, refreshing, for hip & young people, healthier alternative to heavy-sugar drinks. CUSTOMER ANALYSIS Profile: Name: Bob Thomson Date of Birth: 25. 03. 85 Age: 20 Occupation: University Student Country: Canada Needs: Healthy lifestyle/Social belonging People: Roommate/Friends/Family Places: Clubs/Coffee shops/University/Gym Activities: Basketball Team Due to his active and quick-paced life, Bob wakes up at 6:30AM every morning. Today, he puts on his trendy Lacoste Polo and Diesel Jeans, and of course, he always has his Puma shoes on. After having called his friends with his new Samsung camera phone, he leaves his apartment and goes to his gym by metro, while listening to his favourite music that he downloaded to his iPod. Bob usually likes to work out before he has to head to University. That way, he feels he has more energy and feels ready to confront his busy day attending courses and getting things done. On his way to school, Bob knows he is thirsty and he feels the need for something very refreshing. He stops at a convenience store next to the gym. Standing in front of all the choices in the beverages aisle, one particular bottle catches his sight. And he instantly recognizes the brand. He knows that this is a bottle of Bubble Buzz, because not only does his other friends often drink it, but he also heard them talk about this brand new product that Coca-Cola just launched. He also previously saw Bubble Buzz ads when he surfed on his favourite websites. He grabs a bottle, and takes a closer look at the nutritive information label. He is very pleased to see that the new drink is more nutritive and definitely healthier than the other soft drinks that were available on the shelves next to it. The higher price of the product doesn’t bother him, since he perceives â€Å"Bubble Buzz† as a high-quality, functional product, which is manufactured by a well renowned company. Plus, he did not feel like simply buying bottled water, or carbonated soft drinks. Because of his inclination towards more sophisticated tastes, and because he likes to try new products on his own, he thinks this bottle is worth the price. Because of his busy schedule, Bob prefers to save time as much as he can. Thus, he decides to buy two bottles. One to quench his immediate thirst, and another one that he wants to save for later in the day. He sees that the packaging is so convenient and easy to carry, and so when he exits the store, he puts the second bottle in his backpack. He attends all of his classes. During his break, he always hangs out with his friends. A lot of them are drinking from different â€Å"Bubble Buzz† flavours. He opens his second bottle, since he had such a great experience with the first one. He liked that the beverage was so unusual, yet refreshing. The drink surpassed many of his expectations. He has no doubt about it. Bob will continue to buy Bubble Buzz for its good taste, and also because at his age, he sees it is the coolest trend right now. [pic] Based on the aforementioned analysis, Bubble Buzz appears to be a profitable and innovative product with a strong outlook for market share presence and segment growth opportunity. Upon implementation of the marketing plan, the Coca-Cola Company will regain increased market shares and claim its targeted situational position of market leader in the functional drinks segment as well as keeping its long-standing consumer recognition for innovative and successful product launches in diversified markets. Projected profits will be $243,029. 47 (see financial projections). Marketing Plan Part 2: Marketing Strategy [pic] The objectives of the marketing plan are strategically centered around 3 criteria: to create a strong consumer awareness towards a completely new bubble tea product from Coca-Cola, to establish a wide brand recognition through the capture of market shares in the functional drinks segment, and to become the top market leader in that particular segment within the forecasted sales figures. [pic] PRODUCT STRATEGY The core o Bubble Tea beverage in a pre-bottled, ready-to-drink format. The actual product o Packaging and labeling: see figure below o Branding: colorful, aspect of play, round shaped, prominent Bubble Buzz logo written in modern font, catchphrases such as â€Å"Think outside the Bubble† and â€Å"Get Your Buzz†. o Trade name: Bubble Buzzâ„ ¢, a Coca-Cola product o Brand personality: energy, funky, cool, functional, original, funny, healthy, etc. o Brand equity: Coca-Cola provides a quality, consistent, innovative and accessible soft drink reputation. Augmented product o Nutritional information, Status (social drink), Features promoting the website, Health benefit of a green tea base (ref. 17) Marketing considerations o Product life cycle: Bubble Buzz is a low-learning product. With a strong marketing campaign, â€Å"sales [will] begin immediately and the benefits of the purchase are readily understood† (ref. 11, p. 301). Since Bubble Buzz is prone to product imitation, Coca-Cola’s strategy is to broaden distribution quickly, which is currently feasible thanks to the company’s high manufacturing capacity. o Product class: Food & beverage ( Soft Drinks ( Functional Drinks (refer to Appendix D2 for a break-down of the functional drinks market). o Bubble Buzz follows the practice of product modification (ref. 11, p. 304): Coca-Cola is introducing an existing beverage (bubble tea) but redefines the drink with a new, more convenient package. Bubble Tea will now become a widely available drink in multiple retailing (distribution) channels. [pic] PRICE STRATEGY The price strategy that will be undertaken should consider the following aspects: 1. Consumer demand 2. The product lifecycle 3. Potential substitutes Customer demand. Customer demand is a crucial factor which is driven by tastes, income and availability of others similar products at a different price (mentioned later in the potential substitutes section). For a lot of consumers, value and price are highly related: ‘’the higher the price, the higher the value’’. Consequently, Coca-Cola’s intention to position Bubble Buzz as a unique, innovative and attractive product gives it a certain control over Bubble Buzz price. To be able to implement higher pricing though, the minimization of the non-monetary costs to customers should also be include along with awareness of the product (notably by advertising) and value (benefits) . The product lifecycle. The company should take advantage also to the fact that the newer the product and the earlier in its lifecycle the higher the price can usually be. It ensures a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly and it also brings a certain prestige to the product. Potential substitutes Coca-Cola is constrained by the monopolistic market in which it competes. The main characteristic however is product differentiation. Other constraints (See Appendix M) PROMOTION STRATEGY Objectives: †¢ To initiate strong awareness about the launch of Bubble Buzz throughout Generation Y (10-29 years old) consumers as well as their parents. †¢ To win market shares over our top functional drinks competitor, PepsiCo. Message: The promotional outputs will convey the clear message that â€Å"Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. † Concepts: †¢ â€Å"Think outside the bubble†: Be Bold, Be Original, Be Different, Be Yourself. †¢ â€Å"A good spirit in a good body. † †¢ â€Å"For the out-of-the-ordinary individuals who like to challenge themselves. † Media selection: Before choosing the appropriate medias, it is important to note that Generation Y consumers only give partial attention to media. However, they can be reached through integrated programs. They are typically using more than one communication media at a time; a behaviour that is often called â€Å"multitasking†. This group of consumers doesn’t give its full attention to one single message, but rather uses continuous partial attention to scan the media. Marketers can still communicate with Generation Y by using a variety of targeted promotional tools. Another important tactic to reach our target market is through â€Å"Viral† or â€Å"Buzz† marketing, which Coca-Cola will heavily use in this campaign (campus, contests). Advertising: Refer to APPENDIX H for detailed explanations |Output |Examples | |Television |MTV, Much Music, VrakTV, YTV | |Radio |MIX96, CKOI 96. 9, 94. 7 FM, Universities | |Magazines |For girls: Cosmo, Elle | | |For boys: Sports Illustrated (or Kids edition) | |Internet |Banners on select websites (gaming, sports, etc. ) | | |Official promotional website: www. BubbleBuzz. ca | |Outdoors |Billboards and prints in select areas including: | | |Campuses, transportation (bus, metro, stations) | | |Tourist areas in high seasonal periods | | |Outskirts of key cities in geographical reach | | Others |Not relevant | |Personal selling |Direct contact with retailers, sales kit strategies to be explained later in the | | |text. | |Public relations |Stands or special displays and events in schools, malls, sports events (i. e. 2008 | | |Beijing Summer Olympic Games), sponsorship activities | |Publicity |Conferences, press releases (print and online), buzz marketing through TV coverage | Promotional Mix: Consumer oriented: †¢ Contests: â€Å"Win another Bubble Buzz flavour†, â€Å"Uncover a secret code underneath the bottle cap and win sporting goods and electronics by logging on the website†, â€Å"Win a trip for the 2008 Olympics in Beijing†. (Arguments: It will increase consumer purchases and encourage consumer involvement with the product). †¢ Samples: distributed in supermarkets, school/universities. Samples are a way to avoid product resistance since people are not used to find bubbles in their drinks. Arguments: It will encourage new product purchases and it represents low risk for consumers since they get it for free. They have nothing to loose by trying it. †¢ Point-of-purchase: in supermarkets (to reach the parents of generation Y). Arguments: It is also a mean to increase product trial and provides a good product visibility. †¢ Others: In subsequent years, engage in product placement in TV shows or movies. Trade oriented: †¢ Allowances and discounts: case allowance (Arguments: The â€Å"free goods† approach will be used so it can encourage retailers to buy more of the product to get a certain amount for free). †¢ Cooperative advertising: to encourage retailers to buy our product and to maintain our high level of advertisement that consumers expect from Coca-Cola. Other considerations: †¢ Scheduling of the advertising: Pulse scheduling (promotional presence year-round, but emphasized and intensified before and during summer). †¢ IMC (integrated marketing communication) Target Audience: †¢ Intermediary: personal selling will be more often used. †¢ Ultimate consumer: Coca-Cola will use more of mass media because the amount of potential buyers is large. PLACE (DISTRIBUTION STRATEGY) Bubble Buzz will be distributed through these channels: supermarkets, convenience stores, independent food stores, discount stores, multiple grocers, vending machines, direct sales. [pic] |Projected Financial Performance | |Revenues |$ 597,124. 00 |Based on sales @ different channel’s price | |COGS |214,964. 64 |Based on weighted average percentage in past data | |C. M. |382,159. 36 |Revenues – COGS | |Fixed Costs : | | | |SG&A cost : |113,453. 56 |Half of the O/H costs estimated, based on past data | |Capital expenditures : |25,676. 33 |4. 3% of revenue, based on past data | |Profits |243,029. 47 |CM † SG&A † Capital expenditures | Requirement for success analysis: C. M. per bottle = 382,159. 36 / 328,000 = $1. 17 Break-even: (113,453. 56+25,676. 33) / 1. 17 = 118,914 (bottles) Market share: 118,914 / 1,000,000 = 11. 9% In one year, if Coca-cola can sell 118,914 bottles of Bubble Buzz, or in other words achieve 11. 9% of the functional drink market share, it will break even. After this point, every bottle Coca cola sells will generate average $1. 17 towards the profits. The potential profits can up to $1,030,770. 00[1] based on our target market. Expected Costs: COGS: $597,124 * 36% = $214,964. 64. O/H: $597,124* 38% = $226,907. 12 Expected Revenues (total) = $597,124 (refer to Appendix J) [pic] China is the target country we’re going to expand our product. Reasons: 1. With a total population of 1,313,015,000 in the end of 2005 and 327,714,000 in our target market (age 10 to 25 years old), compared with the total population of Canada—304,453 million, there definitely is a great potential worth to work on. 2. absolute expenditure on food and non-alcoholic beverages is expected to increase from 1,777 billion in 2005 to 2,154 billion in 2010 (though the proportion of consumer expenditure on this part is decreasing from 28. 39% to 25. 75% ) 3. Soft drinks industry is one of the fast growing industries in China, especially fruit/vegetable juice, RTD tea, and Asian speciality drinks and bottled water have shown a sharp increase during 1998 to 2003. 4. Bubble tea was originated in Taiwan. Soon after its introduction in China, it became one of the most popular beverages sold in tea stores on the streets due to the similar taste and similar cultural background. So, it is a good chance for us to enter into this market. 5. Since we are the top sponsor for the upcoming Beijing Olympic in 2008. With more opportunities to expose to the public, it is going to benefit our sale there. Our entry-strategy for entering China is through licensing. Reasons: 1. We have already provided licenses for manufacturing our products in China (licensing the bottlers and supply them with our syrup required for producing). Therefore, added in one or two more products in our production chain would not be that difficult. 2. It is relatively low risk when compared with direct investment there. It is low cost to export our new products there since we can maintain lower labour cost and lower material cost if we produce our products locally, especially in China. Changes to be made: 1. Price: Price sold in China is going to change to accommodate the local desire. As we set our price sold in Canada $2. 00. Compared to the price sold in the bubble tea store ($ 3. 50), it is about 57. 14%. So, with the information we gathered from the tea store in China[2], the price sold there would be 57. 14% of what sold in the tea store—$12 Yuen in China currency. Then, it would be around $7 Yuen, about CAD$1[3]. 2. Naming the product: In order to be recognized and accepted more easily for the local market, we need not only translate our product name but also make sure there’s not hidden unintended meaning that would damage our product. 3. Develop other flavours that would attract the local market: Since milk based bubble tea sell better in China, we will add in this product line. Also, we will avoid using too many artificial colors as they are not appreciated as much as in Canada. Moreover, people in China are becoming more and more health concerned, especially the amount of sugar and additives added in the drinks. We will make some changes in the ingredients used to appeal the local market, i. e. less sugary drinks. 4. Promotion: In contrast to the radio ads in Canada, we will use more TV and Web advertisement there due to the highly exposed environment in China. Also, we will put more emphasis on the ads on the public transportation such as underground/subway system and bus service due to the more frequent use of the public transport service there. Also, since the outdoor display screen is quite popular in big cities, we will also take advantage of it. [pic] [pic] APPENDIX A (ref. 2) [pic] APPENDIX B (ref. 4) [pic] APPENDIX C (ref. 1 & 8) STRENGHTS Brand strength (see Appendix F for brand rankings) The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. The Coca-Cola brand is unarguably one of the most recognizable brands in the 200 countries where it sells its products. The strong brand name is one of the basis for the company’s competitive advantage on several of its core markets. Effective strides in new markets. Coca-Cola has partnered with several companies (such as the joint venture with Nestle) in order to increase the ability to react to demands and changes in the markets of iced tea, coffee and juices. The developing markets are more complex than the carbonated soft drinks. Results of operations In 2004, net-operating revenues totaled approximately $21. 9 billion, an 8% increase from 2002. Gross profit totaled $14. 3 billion in 2004. The company generated $5,968 million from its operating activities and re-invests heavily into its business. The ability to generate significant cash flows is one of the its key strengths (ref. 16). Strong existing distribution channels Coca-Cola has operations worldwide and is well established in its distribution channels (such as store retailers or vending machines). Therefore, a new product launch can typically rely on the existing distribution system in order to reach the majority of its target market while requiring no major supply / delivery developments. WEAKNESSES Relying upon line extensions Coca-Cola is relying on brand extensions increase sales in specific lines, particularly its long-time carbonated soft drink products (i. e. the introduction of Vanilla Coke helped maintain sales for the core Cola beverages). However, there is a strong risk of cannibalizing existing sales in the long term (for example, Bubble Tea might deter on sales for iced tea). Reliant upon particular carbonated drinks The long-time presence of Coca-Cola’s Coke beverage has established this particular line as a flagship product. While the core Coke products bring a solid base of sales and loyalty to the company, consumers’ expectations also become more and more anchored and single-lined, taking away freedom in the areas of line diversification and product modifications (taste, packaging, price). Brand dilution The tremendous amount of existing brands and new product being introduced by the company could diminish the value and differentiating strength of each product that is being manufactured. Entrance into difficult non-core categories The Coca-Cola Company is a truly global multinational business giant. While some categories of products are distributed in many areas of the globe (Coke, Powerade, etc. ), geographical needs already require that these global brands are heavily adapted to their target region. Furthermore, many smaller and diversified product lines are more or less popular in one particular region over another. Therefore, the process of diversifying the production and marketing each product involves costly investments. These capital requirements typically increase as the product becomes heavily focused (for example, since the Coca-Cola brand is highly recognizable worldwide, marketing a bottle of Coke in Japan would be less difficult than marketing a bottle of â€Å"Qoo† in that same country † â€Å"Qoo† being a lesser-known non-carbonated drink which was one of Coca-Cola’s newest brand introduction in 1999). Saturation of carbonated soft drink segment Due to the countless number of brands available on the market, it becomes increasingly difficult in the soft drinks segment to innovate and create new products that genuinely stand out from their competition. And as we have seen, an analysis of the industry has shown that growth in the soft drinks market becomes difficult and challenging when the conditions and consumer trends cause a market demand that stays stagnant. OPPORTUNITIES New product introductions The functional drinks market is one that particularly allows more innovation opportunities and gives greater freedom for creativity in the design, production, manufacturing, distribution, promotion and retailing choices and processes. Brand is attractive to global partners. Because of the company’s size (including value, brand name and operating revenues) and wide portfolio base, Coca-Cola enjoys a strong purchasing power over its suppliers, and also attracts large partnerships with various levels of consumer reach (e. g. Burger King, movie studio promotions, sponsorship agreements, etc. ). Existing brand awareness also provides an international playing field for powerful marketing strategies. THREATS Strong competition Coca-Cola is competing in a global market that is characterized by an oligopoly between several (but few in numbers) competitors. The fight for market shares and sales in crowded markets becomes a complex one. Potential health issues. The current trend of consumer and consumers groups’ awareness towards goods and services is both beneficial and threatening for companies in the food and beverages industry. Over the last few years, concerns over health issues have risen in the media through an expanded and ever-growing network of â€Å"knowledge outputs† (journals, TV channels, internet and so on). The move of the younger generation towards a healthier lifestyle call for careful planning and decision-making in new product developments. Large companies can also easily become the target of consumers’ apprehension.

Alice In Wonderland Identity Crisis Essay - 1204 Words

Lewis Carroll Alice Adventures in Wonderland is a story that every child wanted to read in the Victorian Era. The education system of the Victorian Era limited the thoughts, speech and actions of individuals. People were the product of the Victorian society in which they were raised. Victorian novelists highlighted this in the books that they wrote. It contributed to the identity crisis of the Victorian Era in which children were affected. Victorian society discourages the use of imagination. Alice Adventures in Wonderland imposed on children at a young age, to create Alice’s confused character analogous to the identity crisis of children during the Victorian Era. The utilitarian theory of education became the standard of elite schooling†¦show more content†¦She meets many creatures endowed with wit and cleverness who confused her at every turn. In wonderland things is not what they seem. The essence of time and space is called into question wonderland stimulates the senses and the mind. Alice coming into wonderland is her searching for her identity. The creatures in the story asks who she is and every time they ask her she doesn’t give the a direct answer. She was trained to say things like every kid during that time period. However she questions if that is right. She is also unsure if whether she has changed into a different person. For example the white rabbit mistakes her for his maid Mary Anne, and the thing is that she doesn’t deny it. Alice being the obedient child that she is goes and his things. The Cheshire cat does question her identity but her sanity also. The Cheshire cat says they are all made, which make Alice confused and she denies the fact that she is mad. Although why would she be in wonderland if she wasn’t mad. The creature in Wonderland deals with identity problems as well. They also struggle with keeping up with who they are. 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