Gettysburg Address Rhetorical Analysis

On November 19th, 1863, Abraham Lincoln composed one of the shortest yet greatest speeches of all time. In the midst of a Civil war, Lincoln commemorated this address with a hopeful, serious, and empathetic tone. His display of tone can best be seen when he appeals to the audience with ethos and pathos when he announces, â€Å"We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live.† Through the speech, Lincoln never addresses the audience as â€Å"you,† instead he uses â€Å"we,† â€Å"our,† and â€Å"us,† to connect with the audience. As President of the United States he addresses the people as one collective group; there is no individual who caused the division between the North and South, however, we must come together as one nation to fix it. He connects with the audience because a majority of the audience had suffered a loss of a family member, further developin g a bond between him and his audience.His compassionate, understanding, and empathetic tone is best supported by the utilization of ethos and pathos. Another place that displayed Lincoln’s tone was in sentence 8 when Lincoln rhetorically parallels and uses a triple by saying, â€Å"But, in a larger sense, we can not dedicate—we can not consecrate—we can not hallow—this ground. † This is significant in that he tells the audience that we should not take any of these actions and that we have to look towards the future. We cannot look back on this mistake, this civil war that should never have happened.We have to come together as a nation. Lincoln effectively uses these strategies because he hopes that since we have been conceived by liberty that we will be borne by a new freedom for a new nation that will come after the Civil War. This new nation will have a better relationship between its government and its people. Lastly, given that Lincoln had only crafted this speech on the back of an envelope during a train ride, the quality does not reflect the circumstances of its composition.Lincoln outlined his speech chronologically: past, present, and future. Lincoln begins his speech by contrasting how our nation was â€Å"conceived in liberty,† giving life to a united nation yet currently there are many soldiers losing their life by fighting against each other. For the future, Lincoln hopes that the living will help make everything all better and construct a nation that will represent equality with a government of the people, by the people, and for the people.Lincoln effectively uses a â€Å"full circle ending† in his outline. He alludes to the Declaration of Independence and the birth of our nation and concludes with an allusion to the Declaration of Independence with a reference to a new birth of freedom. The audience can see his call-to-action as he effectively analyzes the past, present, and future. His hopeful ton e will hopefully inspire the living to help make our nation a united nation. Gettysburg Address Rhetorical Analysis On November 19th, 1863, Abraham Lincoln composed one of the shortest yet greatest speeches of all time. In the midst of a Civil war, Lincoln commemorated this address with a hopeful, serious, and empathetic tone. His display of tone can best be seen when he appeals to the audience with ethos and pathos when he announces, â€Å"We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live.†Through the speech, Lincoln never addresses the audience as â€Å"you,† instead he uses â€Å"we,† â€Å"our,† and â€Å"us,† to connect with the audience. As President of the United States he addresses the people as one collective group; there is no individual who caused the division between the North and South, however, we must come together as one nation to fix it. He connects with the audience because a majority of the audience had suffered a loss of a family member, further developing a bond between him and his audience.His compassionate, understanding, and empathetic tone is best supported by the utilization of ethos and pathos. Another place that displayed Lincoln’s tone was in sentence 8 when Lincoln rhetorically parallels and uses a triple by saying, â€Å"But, in a larger sense, we can not dedicate—we can not consecrate—we can not hallow—this ground. † This is significant in that he tells the audience that we should not take any of these actions and that we have to look towards the future. We cannot look back on this mistake, this civil war that should never have happened.We have to come together as a nation. Lincoln effectively uses these strategies because he hopes that since we have been conceived by liberty that we will be borne by a new freedom for a new nation that will come after the Civil War. This new nation will have a better relationship between its government and its people. Lastly, given that Lincoln had only crafted this speech on the back of an envelope during a train ride, the quality does not reflect the circumstances of its composition.Lincoln outlined his speech chronologically: past, present, and future. Lincoln begins his speech by contrasting how our nation was â€Å"conceived in liberty,† giving life to a united nation yet currently there are many soldiers losing their life by fighting against each other. For the future, Lincoln hopes that the living will help make everything all better and construct a nation that will represent equality with a government of the people, by the people, and for the people.Lincoln effectively uses a â€Å"full circle ending† in his outline. He alludes to the Declaration of Independence and the birth of our nation and concludes with an allusion to the Declaration of Independence with a reference to a new birth of freedom. The audience can see his call-to-action as he effectively analyzes the past, present, and future. His hopeful tone will hopefully inspire the living to help make our nation a united nation.

Aai End Term

MGCP Final Exam-Sandeep Taterway:61310057 Map Model ? Memo to AAI The advent of Public Private Partnership (PPP) model in infrastructure sector especially in airport development presents a tremendous opportunity for AAI to develop a sustainable, profitable and forward looking approach to solving myriad of problems plaguing the Indian airline industry. The genesis of the solution lies in the ability of AAI to attract private capital.The shift from state owned airport model to PPP model though has been slow and is currently limited to a few major airports in the country but it has infused the much needed capital in the industry, which in turn reduces the AAI’s dependence on Government’s grants. My model emphasises on proliferation of this PPP model which will ensure consistent cash flows to the industry and will also help in improving efficiencies within the system. The interest of private players in this industry is driven by two perspectives.Firstly by fast growing pass enger and freight traffic and also by upside potential in non-aeronautical revenue. Thus in our quest to improve AAI’s sustainable profitability we need to address both these requirements of the private players. In my opinion we can approach them in the trailing manner. Generating passenger and freight traffic Due to requirement of high upfront investments in developing and operating an airport, it becomes pertinent that such investments are offset by revenues from passenger and freight traffic. AAI should take adequate measures to generate growth in demand for airports.It is important to mention that airline industry is under constant threat from high speed rails and developing road network, especially for short haul flights. A price sensitive consumer, typically a middle class leisure traveller, which comprises almost 50% of the industry, is likely to switch to a cheaper mode of travel if prices of airlines are very high, thus reducing demand for airports. Thus for airlines to be able to generate demand, the prices should be low enough to remain competitive with other modes of transportation. ThusAAI’s efforts should be concentrated on reducing prices for air travel. Apart from high fixed costs, airlines also pay fees to airport developers that have a direct correlation to the price to the end consumer. Thus we need to ensure that these fees are brought down without affecting the return on investment of the developer which would entail reducing the development cost. Infrastructure development projects of such magnitude are often marred by delays in land acquisition and subsequent hurdles in compensation and rehabilitation of those displaced by the project.More often than not, the developers are engaged in long litigation processes to gain access to encumbrance free land, this leads to cost escalations and delays to the project. Therefore there is a need to have stringent and concise land acquisition and rehabilitation policies, which will direc tly reduce the cost of development. Reduction in development cost will lead to reduction in fees that are charged to the airline which in turn would increase the demand for air travel. As a result, airlines will run on capacity generating revenues to offset their high fixed cost and will be able to pay airport charges without default.In turn AAI can use this revenue to develop newer airports taking into account social obligations. If there are still gaps in funding the development and maintenance of an airport, AAI should allow for charging of User development fee (UDF) to bridge the gaps. This will enable the operator to achieve fair rate of return on its investments and incentivise him to expand the infrastructure as per requirements which will further help in catering to a greater demand. Generating non-aeronautical revenueLess that 20% of the revenue at airports is generated by non-aeronautical services compared with around 50% or more being achieved by airports around the world . The key determinant of non-aeronautical revenue is retail and duty free, both of which are still miniscule in the country. It thus represents a great opportunity for the aviation industry as Indians are travelling and they are doing so more often. They also have more money to spend and recent FDI approval in retail stands witness to this hypothesis.The Wal-Marts of the world are beginning to line up to get a share of the great Indian retail pie. AAI is well positioned to take advantage of this advent. By expanding retail beyond the metro and Tier-1 city airports, we can generate sustainable revenues even from the loss making airports. In cases the airport in managed by a PPP driven Special Purpose Vehicle (SPV), the operator can generate revenue which will further help him to reduce fees to the airlines which have the spiral effect on reducing the fares of air travel and thus generating more demand.On the fare regulation front for airlines, it is recommended that we adopt the rate of return method as it provides incentives for investing in capacity expansion as the focus of this method is to set a tariff that provides a certain return rate . Also cost cutting at the cost of compromised services doesn’t bring any extra gain in this method, thus there are no distorted incentives to do so. Capacity expansion on the other hand would lead to these airlines serving the newly developed airports across the country.It is also recommended that for fixing airport fees, a dual till model is used at major airports where the assets, costs and revenues of an airport are allocated between two heads of aeronautical and non-aeronautical. For following this model, we would be able to utilise non-traffic revenues at these airports not just to further enhance the development of the airport but also to develop and maintain loss making airports which serve the social obligation of achieving nationwide connectivity.We are today at inflection point in the airline industry, th ough profits have remained elusive, we need to take action to put the industry on a right case footing. Learning This case illustrates how integrating solutions for various stakeholders can guide strategic decisions which in turn can help solve even the most complex issues. I can summarize these principles into learning which can serve as a method for structured thought process in my everyday life.The critical learning from this case lies in the complex interlinking of issues and how collaboration between various stakeholders can help mitigate even the most complex issues. For example, it is fascinating to note that land acquisition and rehabilitation policies of AAI are closely linked to what I pay for my travel. The spiral effects of one action on end consumer even though involving different stakeholders can be humongous. Thus it is imperative that no lax attitude at any juncture is acceptable in a complex project.I could also directly relate to these issues as my prior experience with road construction involved budgeting for land compensation and rehabilitation. I always wondered why there is so much fuss about the amount of compensation that we need to pay to the rehabilitees. But this case helped me understand that if we paid excess for compensation for land acquisition, the total cost of the project would go up which in turn could only be recouped by charging a higher toll, the net effect is that passengers are more likely to switch to other non-toll roads to avoid paying these extra charges.Another important learning from this case is the need of leadership skills when we want to bring about a change in perilous businesses like the airline industry. It is fair to assume since we, as Indians, didn’t develop the airline technology, we didn’t face the initial technological hiccups and one would assume that learning curve is much steeper in India and therefore progress should have achieved much faster. On the contrary India is plagued with dee p rooted issues which have slowed if not stalled the progress of aviation industry.The problem lies in the leadership as India does not have the ready reserve of airline industry people who have grown with the industry. Rather, the leadership has been derived from other sectors and is stuffed with entrepreneurs who are attracted to the industry but have little or no real airline experience. The Indian consumer too is not well versed coupled with the intensely bureaucratic government processes which have had a vice like grip on the industry.In such complex scenarios, we needed some industry leaders who have both the knowledge and the tenacity to bring about a sweeping change in the industry. It could have been some top official at AAI or a seasoned aviation entrepreneur who is willing to place his bet on the Indian aviation industry. I believe the ability to lead in such conditions is a true test of leadership abilities and I would personally strive to lead my company and my industry in these settings.

Consider the problem of global warming in todays society, and suggest Essay

Consider the problem of global warming in todays society, and suggest solutions for the prevention of continued global warming - Essay Example throughout its history and most of the changes have been due to the changing orbital pattern of the earth and changes in the amount of solar energy received by the earth. However the present increase in global warming occurring within the earth is also a result of increased population growth, urbanization and other human activities. All these have caused a net increase in the amount of greenhouse gases which is believed to the major causative factor for the increased warming in the earth (National Aeronautics and Space Administration, n.d). While these changes have necessitated the implementation of suitable policy changes, the global economic crisis and other special interests have nearly halted the progress towards framing such a policy. Devising such a plan, would involve the combined efforts of both governmental and non-governmental organizations for their inputs about possible calamities and in specifying the resources required in the wake of such a crisis. Urbanization and population growth: A principle contributing factor for the rise in greenhouse gases is man-made activities through urbanization and the rapid rise in population growth. Urbanization has had a profound effect on the environment worldwide as it has caused changes to the land, water and atmosphere. The number of people living in urban areas has tripled over the years and studies estimate that more than half the world’s population will reside in urban areas in the next few years (Torrey, 2004). One of the major contributing factors for the rise in urbanization is the population growth which has shown an exponential increase over the past 50 years (Little Flower, 2006; World Population Growth, 2004). This increase as well as migration of the world population will have an effect on the natural environmental resources owing to the increased consumption of food, energy, water and land. It has increased the air, water and noise pollution levels and other phenomena suc h as global warming which is

Patriot Act Essay Example | Topics and Well Written Essays - 2000 words

Patriot Act - Essay Example the freedom of speech and assembly (First Amendment); the freedom from unreasonable search and seizure (Fourth Amendment); the right to due process of law (Fifth Amendment); the right to a speedy, public and fair trial along with the right to counsel and to confront the accuser (Sixth Amendment), the freedom from cruel and unusual punishment (Eighth Amendment) and freedom from punishment without conviction (13th Amendment). According to the Justice Department, the PATRIOT Act gives support to and encourages enhanced sharing of information among various law enforcement agencies at the local, state and federal levels. In addition, this law assists law enforcement in their efforts to â€Å"connect the dots† from a wider scope of agencies when assembling evidence so as to â€Å"develop a complete picture† regarding possible threats from terrorists (Ward, 2002). The PATRIOT Act gives law enforcement more latitude when attempting to intercept transmissions of ‘suspected terrorist’s’ discussions via electronic surveillance. Agents of the government can now secretly tap into any citizen’s phone calls or internet communications including all visited web sites (Rackow, 2002). If directed by the Justice Department, police officers can enter people’s homes without benefit of a warrant and even seize their belongings and not ever have to inform the homeowner of the se arch. Individuals as well as religious and political organizations can legally be spied on by law enforcement agencies whether or not those agencies can produce any evidence a crime has or is planning to be committed. In addition, citizens are denied their Fifth Amendment right of due process by the Act. They can be forcibly detained and refused access to an attorney with no evidence being supplied by which to justify this previously illegal action. Critics of the Act suggest that is in contradiction to the tenants of the First Amendment. As an example, a citizen can be identified and treated as

History 3 Essay Example | Topics and Well Written Essays - 500 words - 2

History 3 - Essay Example Despite enjoying all these earthly pleasures, the merchants and samurai who enjoyed the floating world felt that their lives were meaningless. The floating world came about due to the emphasis on formal education, literature and philosophy. The participants of the floating world culture included, sumo wrestlers, theater actors, prostitutes, geisha the samurai and the wealthy merchants. The more people were more knowledgeable after going through formal education, their social lives mainly revolved around the floating world. Tokugawa Leyasu assumed power after he was able to defeat the Hideyori (the son of Hideyoshi) loyalist and some of his other western rivals in the battle of Sekigahara in 1600 (Bentley & Ziegler 2011). This is after Hideyoshi had died in the year 1598. In the year 1603 Tokugawa Leyasu was appointed shogun by the then emperor. In the year 1615 Tokugawa Leyasu captured the Osaka castle. By capturing the Osaka castle this meant that he had no more rivals. Immediately after assuming power in 1600, Tokugawa Leyasu distributed gained land to the daimyo. Leyasu put in place a law that required the daimyo to spend every second year in Edo. Through these strategies the shoguns were able to control the daimyo as this made sure that daimyo were not financially stable. Tokugawa Leyasu promoted foreign trade with the English and the Dutch. However, Leyasu forbade the locals from travelling and abroad. This isolated japan from the rest of the world. During this time domestic trade and agriculture greatly improved. Another factor that led to the economic and population growth under the shoguns period was peace. Tokugawa was able to take control of warring states. Political stability also led to economic and population growth. The Qing dynasty ruled the Chinese empire from 1964 to 1912 (Bentley & Ziegler 2011). The Qing dynasty rose into power after the fall of the Ming dynasty. With the help of General Wu Sangui

The Jurisdiction and National Security Policy Assignment

The Jurisdiction and National Security Policy - Assignment Example With limited types of cases that it can hear, The Federal Court hears cases that involve the United States as a party. The jurisdiction of the Federal Court System also includes cases that violate the U.S Constitution or general federal laws. Some of these laws are on copyright, patent, bankruptcy and maritime law cases. Another area of difference with the jurisdiction of State of California and the Federal Court System is that whereas the State of California Court System is not mandated to hear cases in which one or both parties live outside California, the Federal Court System is allowed to hear cases between citizens of different States, especially with the amount in contention exceeds $75,000. Finally, there are instances where both the State and Federal Courts have jurisdiction. It is the case, the parties involved choosing which of the two courts they would want to use. 2. Explain what national security policy is and identify the key policy-making actors in U.S foreign policy T he National Security Policy is a guiding principle of strategic national security plan prepared on a periodic basis by the executive arm of the United States Government. The policy is made up of major national security issues and ways by which the Administration plans to handle them. Though prepared by the Executive Arm of government, the National Security Policy is prepared for Congress.

Choose two composers from two different musical time periods Research Paper

Choose two composers from two different musical time periods (Renaissance, classical, etc then compare their upbringing, education, legacy and musical compositions - Research Paper Example The earliest signs of Renaissance music appeared in the early 15th century. On the other hand, both the Classical and Renaissance periods were characterized by a lot of composers. In light of this, the paper will focus on analyzing the upbringing, education, legacy and musical compositions of Giovanni Gabrieli (Renaissance era composer) and Wolfgang Amadeus Mozart (Classical era composer). Giovanni Gabrieli was an influential Italian organist, composer and teacher during the Renaissance period. He is primarily acknowledged for his holy/sacred music which includes instrumental motets and a massive choral work for the liturgy of the church (Kenton, 1967). Venice is Gabrieli’s birth place. His father hailed from Carnia and moved to Venice before the birth of Giovanni. Giovanni studied under his uncle (Andrea Gabrieli) who was himself a composer. In fact, it is believed that his uncle brought him up since Giovanni commonly referred himself as his uncle’s son. Next, he studied with Orlando de Lassus in Munich at Duke Albert v’s court. Consequently, Lassus had a great impact on Gabrieli’s music. In 1585, Gabrieli became Saint Mark’s Basilica’s main organist after the post was left vacant by the exit of Claudio Merulo. Also, he became the principal composer after the demise of his uncle. Subsequently, Giovanni commenced editing and compiling his uncle’s work who had no inclination or urge to publish his work. Thus, he saved his uncle’s work which otherwise would have been lost (Charteris, 1987). Additionally, Giovanni became an organist at Scuola Grande di San Rocco; a post he held for his whole life. This post contributed positively to his musical career since San Rocco was among the most wealthy and prestigious Venetian confraternities. The San Rocco organization was utilized by renowned composers who often performed there. A vivid description of the

Effects of the Second World War on Asia and Africa Essay

Effects of the Second World War on Asia and Africa - Essay Example omists for this reason argue that decolonisation occurred due to economic reasons as colonial powers came to enjoy all the benefits of colonies without bearing heavy costs of ruling over them1. There were also movements of independence springing is different parts of Africa. Asian decolonisation may be due to economic reasons but this allowed other colonies to struggle for their freedom too. After the Second World War the hold of colonial powers started to slip as countries started to demand rights. It was also no longer feasible to control so many geographical regions both economically and politically. The feeling of being ‘used’ as a tool in the Second World War also played a role in springing independence movements. All in all decolonisation was the most significant after effect of the Second World War. Without the war it would have been difficult for Asian and African colonies to gain independence. Now we will discuss how decolonisation affected Asia and Africa. Effe cts on Asia People of Asia were involved in directly in the Second World War. British India participated in the war by lending soldiers as well as raw materials to the British Empire. Initially it was difficult for the British Empire to get the support of the Indian people but with the promise of independence Indian people were taken on board for the Second World War. Netherland, Spain, Portugal, and France also had colonies in Asia but due to their weak economic situation they had to draw out of their colonies. The first country to decolonise after Second World War was Indonesia which was under Dutch control. Spain too drew out of territories they controlled. This was all because of the effects of Second World War. The war weakened all the countries to great extent and therefore they had to pull... This essay seeks to examine effects of the Second World War on Africa and Asia. It is discussed how the end of Second World War paved the way for independence of the colonised countries in Africa and Asia. It also talks about the after-effects of decolonisation on Asian and African continents. The Second World War ended in a disaster. Japan was facing severe problems due to atomic bomb. Europe was completely destroyed as millions were affected from the war. Great Britain, France, Netherland, Spain, United States, and Soviet Union all had colonies all over the world at the time. It can be said that there was no ‘third world’ in pre Second World War scene and most of the world was controlled by the above mentioned colonisers. The effect of the damages of Second World War was great. Economically almost all the countries were suffering including the colonies themselves. The situation of the natives of colonies was not economically healthy since The Great Depression as prices of raw materials were falling constantly. The paper concludes that the long term effects of Second World War were great on Africa and Asia as new countries came into existence and new forms of nationalism were founded. New countries played an active role in international politics as well as in trade. Today Asian countries are growing at a great pace and the once ‘third world’ is now powering up to gain economic supremacy over western countries. All this began with the end of Second World War and decolonisation.

Portfolio final pram project Essay Example | Topics and Well Written Essays - 500 words - 1

Portfolio final pram project - Essay Example The analysis leads me to the inference that my writing lacks a good research, analysis, and brainstorming. I was a failure in supporting it with a powerful thesis that promotes the basis for every successful essay. I personally feel that the paragraph construction of the essay was also not so accurate because, it lacked a logical development of ideas and a proper construction. Though I was aware that a good paragraph needs a topic sentence, supporting sentences and a concluding sentence, I could not maintain these features when I completed this essay. Here one topic directly jumps to another without much description or logical conclusion. The essay began as a review of the given article but ended as a study analyzing the advantages and disadvantages of Social Networking. The lack of a good research was the grave issue I felt with my less successful essay. If I had engaged in brainstorming, I could have used more key words for searching the topic on internet and thus find out valuable sources that help support the study. I should also comprehend that only a good research leads to a good analysis and findings. A well organized introduction that ends in a thesis statement has an elite role in creating a successful essay. I have to keep in mind the fact that ‘well begun is half done.’ Also, I forgot the lesson that one should never end a paragraph with a quotation. The comparison of the less successful essay with the successful one helps me to explore certain other factors also with regard to writing. My successful essay, ‘Memories of Mother Day’ has a logical sequence of facts which I developed after brainstorming. It also has well structured paragraphs beginning with topic sentences, supporting sentences and a very logical conclusion. The usage of language was the other issue that attracted my close attention to my two essays. I am quite sure that language has a decisive role in the

Create A Classic Detective Story Essay Example for Free

Create A Classic Detective Story Essay In this assignment I will analyse the classic Sherlock Holmes detective story the Speckled Band and find out how sir Conan Doyle takes a basic idea from all detective stories, a murder and still create a classic story.  First off a detective story needs a murder and in this case it was the death of Sarah stoner that starts the story off, but no death in any detective story would be complete without a mysterious death and the way Sarah died was a mystery. And I think that most detective stories use mysterious deaths because this makes the story more interesting and more intriguing because if the death was straight forward then the reader might be able to predict the ending of the story before actually reading the end of the story. This story also has its fair shares of mysterious characters for instance Helen Stoner, who is Sarah stoners sister is as mysterious as they get, like when she first met Sherlock she was wearing black clothes like she just came from a funeral. But why use mysterious characters? Because it is these characters that keep the reader guessing as to who the suspects may be and sometimes the writer can use this as an advantage to create a huge twist in the end of the story. The story describes the atmosphere as well such in the case of Sarahs death the atmosphere was described as dark, mysterious sounds etc and this is very important to use descriptions of certain atmospheres and locations because they will help the reader create a sort of picture of the scene in their heads therefore making them want to read more because it helps them get more involved with the story and also makes them think about whats going to happen next. The location of the story is also important and in this story most of the tension is created in the mansion of Helen stoner, which is owned by Dr Roylott. And in this mansion are a number of false clues such as in the room of Sarah stoner theres an emergency bell that dont work, her bed bolted to the ground, no windows and a ventilator that goes straight in to Dr Roylotts room. But the biggest false clue to me was the title itself the Speckled Band and it was pure genius for Conan Doyle to use a title like this because some people read the story purely out of curiosity to find out what the speckled band was. So by using mysterious deaths, mysterious characters, atmospheres, locations false clues the writer is able to draw the reader in the story, use tension to create questions in the mind of the reader but it also helps the writer stay 5 steps ahead to create a classic detective story.

Internal and external analysis of Walkers crisps

Internal and external analysis of Walkers crisps The first section of paper will introduce the background information of PepsiCo Inc. and then followed the company mission and vision. Then PepsiCo UK Ireland division is focused and further narrowed down to Walkers Crisp, the snack food product line of the division. The next section is the market situation analyses which identify the market size and growth in UK snack food industry followed by the external analysis conducted in the form of PESTLE. Subsequently, the internal analysis of Walkers Crisps and its competitor which consist of McCoys Crisps and Pringles is conducted to highlight the competitive advantage of Walkers Crisps. Last section covers the market segmentation; targeting and positioning of Walkers Crisps in UK with the recommendation on Walkers Crisps marketing strategy as well as its implications on the division illustrated in forecast budget. Table of content 1.0 Company Background 2 1.1Management Overview 2-3 1.2 Financial Situation 3 2.0 Mission Statement 4 2.1 Mission 4 2.2 Vision 4 2.3 Value 4 2.4 Goal 4 3.0 Market Situation 5 3.1 Market Size and Growth 5 3.2 Market Trends 5-6 3.3 External Environment Analysis 7-9 3.31 Political Environment 7 3.32 Economic Environment 7 3.32 Social Environment 7 3.34Technological Environment 7-8 3.35 Legal and Regulatory Environment 8 3.36 Natural Environment 9 3.4 SWOT Analysis of Walkers Crisps 10-11 3.5Competitors Situation (SWOT Analysis) 12-13 4.0 Marketing Segmentation, Targeting, Positioning 14-16 5.0 Marketing Objectives 17 6.0 Marketing Strategy 6.1 Product 18-19 6.2 Promotion 19-20 6.3 Price 20 6.4 Place 20 7.0 Assumptions 21 8.0 Forecast and Implication 22-23 Appendix 24-26 Bibliography 27-29 Company Background PepsiCo, Inc. is the world leader in convenient snacks, foods and beverages. The corporation is founded in 1995 by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies (PepsiCo Inc., 2010). Over the years, PepsiCo, Inc. continues to make effort to increase company portfolio by expanding market in different countries which resulted nearly 200 countries are selling products under the corporation. PepsiCo is now a listed company on the Dow Jones North America Sustainability Index and Dow Jones World Sustainability Index (PepsiCo Inc, 2010). 1.1 Management Overview Figure Business Units of PepsiCo As illustrated in Figure 1, the four main divisions of PepsiCo are PAF, PAB, PepsiCo Europe and PepsiCo Asia, Middle East Africa (AMEA). PepsiCo UK and Ireland (PUK) is classified as PepsiCo Europe division. Under the leadership of Richard Evans, President of PepsiCo UK Ireland, Walkers achieved its highest-ever market share and the brand was re-established as a British icon (PepsiCo UK Ireland). Walkers has been core brand of PUK and mainly manufactured in United Kingdom and Republic of Ireland. Walkers is also the UKs favourite crisps brand which owned by Frito-Lay which its current logo a derivative of the North American Lays logo. Currently, Walkers Crisps hold 47% share of the UK crisps market (Net Resources International, 2010). 1.2 Financial Situation In overall, PepsiCo grew 5 % in net revenue on a constant currency basis as compared to 2008 which was upset by the unfavourable economy condition. PepsiCo American Foods dominant 48% group net revenue. PepsiCo American Beverages and PepsiCo Europe fell 7.5% and 2.4% respectively. However, PepsiCo Asia, Middle East Africa (AMEA) grew 9% which increase the total net revenue of the group (PepsiCo, 2009). According to the annual report, PepsiCo Europe snack food volume in last year declined 1% as compared to 2008 with 6% growth. Walkers in the United Kingdom declined at a low-single-digit rate which is caused by macroeconomic challenges. Source: Annual Report 2009 2.0 Mission Statement 2.1 Mission The mission of PepsiCo is to be the worlds premier consumers product company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity (PepsiCo Inc., 2010). 2.2 Vision PepsiCos vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company (PepsiCo Inc., 2010). 2.3 Value PepsiCo stressed on the commitment of delivering sustained growth through empowered people acting responsibly and building trust (PepsiCo Inc, 2010). 2.4 Goals Non financial Goals 1. To reduce water consumption in global by 20 percent per unit of production by 2015. 2. To grow savoury snack and liquid refreshment beverage market share in the top 20 markets. 3. To develop a group of leaders who better understand how to work more cohesively at the global level in multidiscipline teams. Financial Goals 1. To improve brand equity scores for PepsiCos 19 billion-dollar brands in top 10 markets. 2. To grow savoury snack and liquid refreshment beverage market share in the top 20 markets. 3. To grow the companys nutrition businesses from $10 billion to $30 billion in the next decade. 3.0 Market Situation 3.1 Market Size and Growth According to Key Note, the UK snack foods market in terms of retail sales has a strong of 8.4% was seen between 2008 and 2009 as manufacturers passed on steep rises in commodity costs for items such as potatoes, sunflower oil and nuts. The total value of the market has increased by 12% between 2005 and 2009 to reach  £2.39bn. Potato snack gained 85% of UK snack foods market followed by other savoury snacks and snack nuts (MyCompanyPR, 2010). 3.2 Market Trend High demand in safety and healthy foods Consumers demand in safe and healthy snack food is an emerging trend. According to Report, there been a high proportion of consumers interested in natural and healthful food and drinks increases, so will sales of products with naturally nutritionally rich and quality calorie content. Manufacturers of snack foods reducing salt and fat content in their foods through the introduction of light and low-fat variants to respond to health issues. Emphasis has been placed on the use of more natural ingredients, as well as on baked, rather than fried goods (MyCompanyPR, 2010). The trend is more distinct when UK government has imposed restrictive food and drink nutritional labelling regulations as to control the obesity population in the country. Global media influence consumers choice Consumers buying behaviour change in a way of becoming active information seeker on the food nutritional and calorie content before purchase decision is made. The availability of Internet allows consumers have greater access to products information around the world. Thus, more and more snack manufacturers share their product nutritional label in their official websites for consumers references. Consumers embraced ethical product On the other hand, more people are inspired to buy food that has minimal impact on the environment. This shows that consumers product evaluation work more than just the tastiness or quality but take consideration of the food products packaging and manufacturing process. Therefore major marketers and retailers are increasingly tapping into this trend by offering more ethical products, upping their corporate responsibility efforts through energy-efficient green facilities and sustainable business practices, and increasing their associated cause-related marketing efforts (Packaged Facts, 2010). According to Mintels Global New Products Database (GNPD), in between 2005 and 2010 to date, there have been 17,208 food and drink products launched in Europe that make some claim towards being ethical. Between 2005 and 2009, Mintel identified a 963 per cent increase in product launches in the category, from 445 products in 2005 to 4,732 last year (Decision News Media SAS, 2010). Mintel comments that  the key shift in the focus of ethical products: from animal-friendly to  environment-friendly  products is a sustainable factor for many snack manufacturer in rebuilding brands. 3.3 External Environment Analysis 3.31 Political Environment UK practices the integration of three government departments on food labelling policy which are Food Standards Agency (FSA), Department for Environment, Food and Rural Affairs (Defra) and Department of Health. FSA has the responsibility for food safety aspect in nutritional labelling in Scotland, Wales and Northern Ireland. In England, Department of Health responsible for nutritional policy and Defra become responsible for country of origin labelling and various other types of food labelling not related to food safety, and food composition policies in England. 3.32 Economic Environment The economy of United Kingdom is in the recovery stage after having a severe recession in 2009. The GDP growth of UK in 2010 quarter two remain unrevised from the increase of 1.2% published last month (Office for National Statistics, 2010). Consumer disposable income is medium low as the household consumption expenditure rose slightly rose by 0.7% in latest quarter. A rise in world commodity prices for grocery product have indirectly increase food price. PepsiCo UK Walkers is in the disadvantage position due to an increase in operation cost and engage in price war to attract more market share. 3.33 Social Environment Obesity is the major health problem of the UK nations and healthy eating is one of the trends in food and drink sectors in UK. Consumers actively scrutinize the ingredients and nutritional labelling as a way to choose the right snack foods. PUK Walkers Brands respond to the change of consumer preference toward healthy snack by using Sun Seed oils to cook their crisps in order to reduce saturated fat content of the crisps. Walkers also provide a front-of-pack Guideline Daily Amount (GDA) label to inform consumers about the amount of energy and key nutrients provided in a portion of the product, and the contribution they make to the GDA for that nutrient (PepsiCo UK Ireland, 2010). 3.34 Technological Environment According to ITU, 82.5% of the population in UK are Internet user. Most popular sites visit overall among UK Web user are Google, YouTube and social network visits have climbed from about 10% of all UK site visits to 11.88% of the total (eMarketer Inc., 2009). PUK Walkers Crisps has adapted to the surfing trends and connect consumers through social network. Last year, Walkers Crisps launched a Do us a Flavour, Pick us a winner campaign which uses electronic vote via mobile,  Facebook  or email was successful to capture the heart of the nation inviting the public to create the next great flavour of Walkers Crisps (Enzo Annunziata, 2009). Year Users Population % Pop. Usage Source 2000 15,400,000 58,789,194 26.2 % ITU 2005 35,807,929 59,889,407 59.8 % Nielsen Net//Ratings 2007 38,512,837 60,363,602 63.8 % Nielsen//NR 2009 48,755,000 61,113,205 79.8 % Nielsen Online 2010 51,442,100 62,348,477 82.5 % ITU Source: http://www.internetworldstats.com/eu/uk.htm Besides snack manufacturers start to embrace green technology on their production. PUK adapted to the change by upgrading Walkers brands with eco- friendly packaging by using starch derived from potato peelings to make chips bag, thus helping save on costs by recycling potato by-products (TFTS Technology, 2010). 3.35 Legal Regulatory Environment UK government has been imposing restrictive regulatory pressure on food safety. The Food Safety Act 1990 is one of the main food laws in UK by preventing food business from rendering food injurious to healthy (Section 7) and selling to the purchasers prejudice any food which is not of the nature or substance or quality demanded by the purchaser (Section 14). Food companies that offence the Section 7 or 14 will be penalized with fine up to  £5,000 per offence or a prison sentence of up to six months (Food Standard Agency, 2010). The Food Hygiene (England) Regulations 2006 is the food hygiene rules for all food businesses, applying effective and proportionate controls throughout the food chain, from primary production to sale or supply to the food consumer (Food Standard Agency, 2010). 3.36 Natural Environment According to Report of Department of Food and Rural Affairs (DEFRA), UK environment is improving as the serious incidents affecting water, air and land are dropping from year 2002 to 2008. However, climate change like drought has a huge impact in food production. PepsiCo UK Ireland has taken initiative on reducing the carbon footprint in their manufacturing, distribution and packaging processes, and those of their suppliers. They switching to 100% British potatoes to lower food miles, reusing waste oil in biodiesel in their trucks as well as practice light-weighting of packaging. As a result they achieved a 7% reduction of Walkers carbon footprint between 2007 and 2009 (CIB, 2010). Source: http://www.defra.gov.uk/evidence/statistics/environment/inlwater/kf/iwkf11.htm 3.4 SWOT Analysis of PepsiCo UK (Walkers Brand) Strength UK market leader in crisps Experienced management teams and board of directors. Strong manufacturing and distribution system Provide a variety of crisps flavours using familiar and natural ingredients Strong financial support from PepsiCo Inc. Launch the first Carbon Reduction Label Weaknesses Walkers brands sales declined Inaccuracy in product nutritional labelling Commodity price is inconsistent. Opportunity Increasing consumption of snack Eating healthy snack is a trend High demand in environmental friendly processed food as in packaging Threat Snack viewed as unhealthy product Intense Competition Water stress and crop failure in region Volatile in foreign exchange rate Strength PepsiCo UKs (PUK) favour internally are its strengths of an experienced managements team and board of directors which give a clear direction of the selling strategy of Walkers Crisps. Besides, PUK and Walkers actively engage with carbon emissions reduction from its supply chain to packaging has scored the company a good reputation in the effort of preserving environments. Walkers brand uses healthy oil to fry or baked the crisps which suit consumers demand of healthy snack food. Walkers brand also gain competitive advantage of being the first product that launched Carbon Reduction label which other competitors could have takes time to imitate in future. Weakness The weakness of PUK is the sales volume of Walkers crisps is decreasing attribute to the consumers negative perception of snack food. Walkers brand crisps have been engage with a number of problem and complaint about inaccuracy in nutritional label. In particularly, Walkers claimed their flavour is suitable for Coeliacs but not entirely gluten free (contains barley malt). Once consumers find the product labelling is misleading, they would not repurchase the item as it indicated the product is unsafe to consume. Nevertheless, the increase in commodity prices due to the disruption of unfavourable climate imposes high production cost to the company. Opportunity and Threat Favourable external factors include the rising demands of snack, food processing technological breakthrough in packaging which addressing the consumers demand of environmental friendly product which start practising by competitors. Main threat of PUK is disruption of production due to adverse climate such as water stress will increase the crop failure. PUK Walkers crisps face intense competition from both direct and indirect competitors which would adversely affect its current market share in UK snack food industry. United Biscuit Ltd and Procter Gamble Company are the direct competitors of PUK whereas the indirect product competitors are Kraft Food, Nestle and Kellogg. 3.5 Competitors Brand Situation (SWOT Analysis) The main competitors of Walkers Crisps are McCoys Crisps and Pringles. The table below shows the SWOT analysis of these companies. Competitors Brands McCoys Crisps Pringles Manufacturer United Biscuit Ltd  [1]   The Procter Gamble Company Country of Origin United Kingdom United States Market Shares 29% 21% Strength Dominance the young male market e.g. Slogan: the original and best crisp designed specifically for men and their distinctive tastes.  [2]   Special flavours as compared to other e.g. curry flavours Consumers can control the proportion of salt and addictives in their snack Strong financial support from the group Wide manufacturing facilities Approach different group of consumers from children to adults Slogan: Once You Pop, The Fun Doesnt Stop! Unique canister packaging  [3]  and sealable lid Differentiation on crisps shape: a hyperbolic parabolic saddle shape Strong financial support form group Weakness Salty and Fattening Fail to approach female and children market Organisation less focus on the brand Inconsistency in campaign effort especially in social network. Higher price as compared to other normal potato product Opportunity Increasing consumption of snack High demand in environmental friendly processed food as in packaging  [4]   Demands for exotic flavours snack is still high Able to approach different group of consumers Produce new flavours Threat Market share widen by other non-potato snack product Market share widen by other non-potato snack Competitive snack market climate Addiction of product Engage in negative food issues: HVP Salmonella recalls  [5]   *the calculation of market share has included potato crisps, snack, and nuts. 4.0 Marketing Segmentation, Targeting and Positioning Segment base Children Youth Adults Demographic Age Income Occupation Family life cycle Below 12 Parents allowance Student Kids 13-24 Below 2000 Students, Part-timers Single, couples 25 44 Above 2000 Self-employed, Full-timers, Professional Single, couples, married Geographic Country Regions United Kingdom Scotland, North Ireland, Midlands Psychographic Social class Lifestyle Middle, High Leisure Middle, High Leisure, Fast-moving Low, Middle, High Fast-moving, convenient, less constraint Behavioural Usage rate User status Medium Regular Heavy Regular Medium Regular Crisps and savoury snack consumption by age group and gender Gender Age Group 2-10 11-18 19-34 35-49 50-64 Males Mean 19 22 18 19 16 Median 18 18 13 13 13 % consumers 79 87 56 37 22 Females Mean 20 23 17 13 13 Median 18 19 12 9 11 % consumers 86 84 53 45 26 Modified source: Low income diet and nutrition survey by food standard agency Percentage of crisps and savoury snack consumption according to country / region Gender Country / region England Scotland Wales North Central /Midlands South All England Men (%) 30 45 28 33 41 32 Females (%) 32 42 36 36 40 29 Modified source: Low income diet and nutrition survey by food standard agency Targeted groups The primary targeted is the youth which is from 13 year old to 24 year old. Low income diet and nutrition survey by Food Standard Agency reveal that 79% male and 86% female of this group consumed crisps and savoury snack. Older children and teens can be manipulated by the strong emotive messages in advertisements. The secondary targeted group is adult between the ages of 25 and 44. This group are medium snack consumers which has less budget constraints as compared to youth group. The frequent user of snack is working adult living in a fast moving lifestyle. Convenient snack become the instant meals for working adult who has less time on cooking their own meals. MarVariety of flavours Fatty Homogenous flavours Healthy Walker Crisps Pringles Chips McCoys Crisps Kettle Chips Doritos ket Positioning of Walkers Crisps Figure Perceptual map of Walker Crisps Walkers Crisps is benefited in the sense that positioned itself to be a healthy crisps which provides variety of flavours. Figure 2 shows that Walkers Crisps closest competitor is in house brand Doritos, and other competitors brands like Pringles Chips and Kettle Chips are far below its because consumers perceive them as fattening and homogenous in term of flavours. In term of crisps flavour, McCoys Crisps is the closest competitor of Walkers attributed to its uniqueness of crisps flavours which keep most innovative consumers buying on it. 5.0 Marketing Objectives (SMART) To increase the market share of Walkers Crisps in UK market. To increase the sales volume of Walker Baked by 30% from 2010 to 2012. Walkers to remove all artificial flavour enhancers, colours and preservatives, by 2012 (PUK Health Report). 50% of savoury snacks to be baked, or include positive nutrition*, by 2015. Increase availability of Walkers Baked by 25% by 2012 for consumers on-the-go. Trial marketing campaigns to transition consumers who have high per-capita consumption of savoury snacks to healthier alternatives, from 2010 (PUK Health Report). 6.0 Marketing Strategy 6.1 Product Strategy As discussed earlier in market situation analysis, consumers healthy eating demands are the key focus of PepsiCo UK in snack foods industry. PUK is recommended to remain focus its competitive advantage on producing healthful snack with healthy oil with eco-friendly packaging. Out of the five product extension under Walkers brands as shown in Table 1, PUK should undertake brand building of Walkers Baked because its contain less than 70% fat content which believe to meet consumers demand of healthy snack food. Table Walkers Brands Crisps Product Product Description Flavours Walkers Crisps Source: http://walkers.co.uk/?redirect=null#/our-range Potato crisps that cooked in Sun seed Oil which contained lower saturated fat. Ready salted, Cheese Onion, Prawn Cocktail, Salt Vinegar, Roast Chicken, Smoky Bacon, BBQ Rib, Steak Onion, Marmite, Tomato Ketchup, Pickled Onion, Worcester Sauce Walkers Light Source: http://walkers.co.uk/?redirect=null#/our-range/walkers-lights Potato crisps that is deliciously light, 33% less fat than ordinary crisps and under 115 calories. Cheese Onion, Sea Salt Cracked Black Pepper, Simply Salted, Sour Cream Chive Walkers Max Source: http://walkers.co.uk/?redirect=null#/our-range/walkers-max Deep ridge potato crisp, which gives more crunch and fuller flavour. Chargrilled Steak, Cheese Onion, Paprika, Cheeseburger Walkers Baked Source: http://www.walkers-baked.co.uk/ Crunchy potato crisp that oven baked twice and contained 70% less fat than other Walkers crisp. Mango Chilli, Cheese Onion, Bacon Cheddar, Sour Cream Chive, Ready Salted, Salt Vinegar Walkers Extra Crunchy Source: http://walkers.co.uk/?redirect=null#/our-range/walkers-extra-crunchy Potato crisp that sliced thicker, cooked little longer and crunchier than regular Walkers. Simply Salted, Salt Malt Vinegar, Cheddar Sour Cream, Sweet Chilli Chicken, Flame Grilled Steak http://www.scholieren.com/werkstukken/24548 6.2 Promotion Strategy Key promotion programs that PepsiCo UK is recommended is featuring in sponsorship of home event (treasure hunt), collaborative promotion with cinemas and social network advertising. Sponsorship of Walkers Baked Treasure Hunts PepsiCo UK will be sponsoring a charity event named Walkers Baked Treasure Hunt which participants are encouraged to have minimum purchase of two packages of Walkers Baked. The group will also donate 1% of the revenue in each purchases of Walkers Baked to the Carbon Trust Fund. The event is intended to promote the significant of human role on preserving the Earth by reducing the carbon emission. Besides, it could facilitate sales of Walkers Bakes and re-emphasize the environmental friendly brand image of Walkers. Collaborative promotion with cinema People tend to associated snack food with entertainments like watching movie. Therefore, PepsiCo UK should made strategic partnership with local cinemas like Cineplex, to enable the cinema to sells the Walkers brand crisps to the ongoing audiences. In addition, Cineplex can work closely with Walker Crisps through screening the brands commercial and collaborate with movies freebies giving away promotion. Social Network Advertising Walkers Baked Fan Page will be set up as an arena to connect fans about the product. By recruiting fan can increase the popularity of Walkers Baked and fans will be constantly updated with the incoming events like Walkers Baked Treasure Hunt and other seasonal promotions. Past events images will be uploaded to reconnect the existing fans. 6.3 Price Strategy Pricing of Walkers Baked vary according to place and size of the product. Pricing in petrol station and convenience store are fixed whereas the pricing of retail is varying depending on the special occasion (e.g. Easter Day) and competitors brand pricing. The price strategy of undertaken by Walker Baked includes psychological pricing which priced at  £1.99 instead of  £2 and competitors based pricing. 6.4 Place Strategy Walkers Baked crisps will be mass distributed in most of the shops in petrol kiosk such as Shell and BP. Walkers brands snack vending machine in entertainment parks such as bowling centre and cinema as a way to increase consumers exposure to the product. Besides, Walkers Baked crisps will be placed at the middle condola or shelve in hypermarket like Asda, Tesco and other convenient shops because consumers can pay more attention to products put at middle shelves as it is reach on hand easily. 7.0 Assumptions There will be no large fluctuation are made in the market. The company mitigates the exchange rate fluctuation through buying and selling forward in principal currencies of activity and aligning currency of cost with the currency of sales. The financial data of PepsiCo UK and Ireland is assumed to be included in operation review of PepsiCo Europe in PepsiCo Annual Report 2009. Sales and operating profit PepsiCo UK Ireland is assumed to be the net revenue and operating profit of PepsiCo Europe Division respectively. Operating expenses in year 2009 is assumed to be 7% of the total sales. 8.0 Forecast and Implication Forecast Budget of PepsiCo Europe Division from 2009 -2012 Year 2009 2010 2011 2012 $m $m $m $m Forecast Sales 6727 7000 7700 8470 Cost of Sales 5795 5950 6468 7030 Percent 86% 85% 84% 83% Operating Profit 932 1050 1232 1440 Percent 14% 15% 16% 17% Operating expenses 471 420 385 339 Percent 7% 6% 5% 4% Profit 461 630 847 1101 Percent 7% 9% 11% 13% With the stimulation of mar