Home care division at unilever

Home care division at unilever This report tries to analyse a very important situation the Home Care Division at Unilever found itself during the late 1990s in Brazil. Unilever, with an 81% market share is the market leader in the detergent powder business. This report is based on the findings of project Everyman a market research carried out in Brazil in order to understand the regional divide in terms of the income, culture, consumption pattern or usage of detergent powder between the consumers of North East and the South East areas of the country. The research also takes into account the competitors of Unilever in Brazil and also its sales and performance in the detergent market. And finally a recommendation is made on what would be the best marketing strategy which the company should adopt to penetrate into the largely unexplored low-income consumer segment in the Fabric wash business thereby expanding its market share and also increasing the profitability for the company. The economic recovery of 1995-1996 was beneficial for the low-income consumers, which meant that the purchasing power of the poorest 10% of the population grew by 27% per year during the period. Our main focus remains on the two main regions of Brazil, the Northeast and the Southwest, especially the lower income consumers of Northeast of Brazil. Consumer behaviour is the process individuals or groups go through to select, purchase, use and dispose of goods, services, ideas or experience to satisfy their needs and desires. (Solomon, Marshall, Stuart, Barnes, Mitchell, 2009). The Decision to buy the detergent for a consumer in both the regions NE and SE is Habitual and hence lacks complexity. It is seen that the level of involvement of the consumer in the decision making process is very low. Also, the consumer is well aware of various brands of detergent or laundry soap which are on offer in the market. Moreover, considering the fact that the risk associated with the purchase of the detergent or laundry soap is minimal, the consumer spends lesser time in evaluating or deciding the brand of purchase. There are various influences which affect the ultimate choice of a consumer. In this case, the various categories of influences which are affecting the consumers choice while buying the detergent powder or laundry soap are shown in Figure 1: There are various different ways in which a consumer tends to internalise any available information to make an informed decision. The key internal influences which are affecting the decision making of the consumers are: Perception: It can be defined as the process of selection, organising and interpreting any information in form of sensation. The consumers perceive Omo as an ideal detergent having all the qualities required to fulfil their washing needs. According to the consumers as given in Exhibit 5, an ideal detergent should demonstrate the following qualities or aspects: Power of the detergent (its ability to clean and whiten the clothes with small quantity of product). Smell/Fragrance (Strong, pleasant smell associated with softening power and gentleness to fabric and hands). Ability to remove stains without laundry soap or bleach The ease with which the powder dissolves and absence of residue (consistency and granularity of the powder). Interestingly, the perception regarding the usage of bleach also differs between the women of the Recife Northeast, where majority of the women prefers using bleach after washing clothes to remove tough stains, whereas only 18% of the women in Sao Paulo Southeast prefer doing so. Learning: It can be defined as the change in buyer behaviour caused due to available information or experience. The consumers in general are well aware of the various brands of washing detergents and soaps available in the market. From the data given regarding Brand Knowledge, market penetration and Top of the mind awareness in Exhibit 8 it is evident that the consumer across regions in Brazil have either the knowledge or have seen or used one or all washing products at some point in time. Lifestyle: Reflects the value, tastes and preferences of people depending on their pattern of living which is determined by how they choose to spend their money, time and energy. The way the clothes are washed differs in both regions since the women in NE attach great value and take pride in keeping themselves and their families spotlessly clean whereas the women in SE consider it as daily chores, less important for self-esteem and social status. Another factor influencing the choice of detergent or soap is the number of households which owns washing machine 28% in Northeast and 73% in Southeast. Social Class: The rank or the status of the people or group in the society can be defined as a Social Class. People are considered to be in the same class who either work in same occupations, having similar level of incomes, or share similar tastes. Exhibit 2 highlights the social class composition in the Southeast and the Northeast of Brazil. The divide is evident with more than 45% of the population in Southeast forming the top 3 Tiers (A, B, C) as compared to the Northeast where more than 53% of the total population form the bottom 2 Tiers (E+ E-). This is one of the major reasons for the difference in the consumption pattern of the detergent powder and laundry soaps in both the regions, although the penetration of both detergent powder and the laundry soap is almost the same. Majority of the population in the north-eastern region use a lot more soap and less detergent as compared to their counterparts in the southeast. Another very interesting fact to note is the frequency at which the clothes are being washed in both the regions. The washing of clothes in the Northeast happens more frequently as compared to the Southeast since the low income group of Northeast have fewer clothes to wear. In the year 1996, the detergent powder and the washing soap market in the Northeast of Brazil was worth a whopping $208 million and growing. As shown in Figure 2 there are 3 key players in the fabric wash market in Brazil with Unilever, the market leader with an 81% market share, close behind is PG with a 15% share in the market and the remaining 4% of the market is captured by local Brazilian companies. The market can be broadly classified based on the type of washing products offered. The detergent powder industry which sells around 42,000 tons of washing powder in the Northeast is growing at an exceptional rate of 17% per annum. And the dominance of major multinationals like Unilever and PG has been because of the capital intensive nature of the of the manufacturing process requiring massive manufacturing and RD costs. Following are some of the key players in the market. Unilever: Unilever has been a dominant force in the detergent powder market in the Northeast with a 75% market share. With a 52 % market share Omo is the most popular and the most dominant brand of detergent powder in the Unilever stable. Minerva is the only brand offered by Unilever in both the detergent powder and the laundry soap with a market share of 17% and 19.1% respectively. And finally Campeiro holds 6% of the total detergent powder market. PG: Although PG entered the Brazilian market in 1988, it has come a long way in becoming the second most successful manufacturer with a 15% share in the detergent powder market. The primary reason for this success can be given to the large amount spend on making manufacturing improvements in the businesses acquired by PG to develop better products for the Brazilian market and the RD and marketing expertise is a direct threat to Unilever. Ace is its the flagship brand which has 11% market share, a direct competitor of Omo with features like superior whiteness, dirt removing capability and fabric protection is priced at 2.35/Kg. Followed by the other brands offered by PG viz. Bold competing against Minerva and with focus on softness sells at 2.50/Kg and Pop is an alternative for Campeiro selling at 1.70/Kg together occupies 6% of the detergent powder market. Others: Invicto owned by local Brazilian company ASA with 5% share of the market which competes against Campeiro is sold at 1.70/Kg. The remaining 3 % of the detergent powder market is currently being held by local Brazilian companies. The Laundry soap market in the Northeast of Brazil is equally big as compared to the detergent powder industry with revenues of $ 102 million, selling around 8,125 tons per year; however its growth rate at just 6% is far slower than its rival. Unlike the detergent powder market where Unilever and PG were the dominant forces, this market is being dominated by brands manufactured by local Brazilian companies; surprisingly PG offers no products in this segment. As shown in Exhibit 7 the local companies hold a major chunk 69.6% of the market share (including others and Flora). Bem-te-vi is extremely popular and is positioned with emphasis on traditional and regional values targeting the low income consumers of Northeast holding 11.3% of the market. Minerva which is the only Unilever brand is considered to be one of the best laundry soaps with an impressive total share of 19.1%. Marketing Mix Strategies help in identifying how a companys marketing would accomplish the objectives by using the following factors; It is a strategic planning method used in evaluating the Strengths, Weaknesses, Opportunities and Threats involved in a business. The details of the SWOT analysis for Unilever are evident in Figure 4. 5.1 Growth Strategy Unilever fabric wash products enjoy immense respect and recognition across different regions of Brazil due to its diverse range of products, dependable in-house marketing capabilities and excellent advertising campaigns. However, the ignorance and indecisiveness in adopting a strategy to tap in the huge potential of the low income group of Northeast has been an area of concern for the company. The Product-market Growth Matrix in Figure 5 helps us analyse various growth strategies and identify the most suitable strategy the company should follow to expand their current market. New Products Existing Products Product Emphasis New Markets Existing Markets MKT Emphasis Extension of the current entry level brand Campeiro is the most ideal strategy and hence we need to adopt the Product development strategy model. The new product would be rightly called Campeiro Dazzle. We will further analyse and discuss the targeting, segmentation and positioning strategy which Unilever should follow to achieve its goals. The STP strategy in Northeast for Campeiro Dazzle would be influenced by the following variables: Segmentation: Demographic: More than 53% of the population, approximately 26 million in the Northeast lives on less than two minimum wages. Illiteracy rate at 40% is very high. Psychographic: Bleach is very important to remove fat stains. Washing clothes has a symbolic value for the women and they take pride in keeping their family clean. Considered to be one of the pleasurable activities of the week, hence washing in public laundry, river or pond is considered to be an opportunity to meet and chat with friends. Behavioural: Clothes are washed frequently (5 times a week in Recife). Target marketing strategy: Since Omo and Minerva is already targeted towards the High and middle income group respectively, the new Campeiro Dazzle will be focusing on the low income consumer segment in the Northeast using Differentiated targeting strategy. Positioning: Success of Target marketing strategy is contingent on the identification and selection of most appropriate market segment. Keeping the current positioning of the 3 detergents (Omo, Minerva and Campeiro) unchanged; our primary focus would be to strategically position the new Campeiro Dazzle. The ideal positioning of Camperio Dazzle should be such that it falls between Minerva and Campeiro which fits it in the top left quadrant above the perceived Quality and Price index 100. Unilever can establish Campeiro Dazzle as one of its most sought after and affordable BRAND of CHOICE for the low income consumers by developing a Marketing Mix as mentioned below; The most important concern internally at Unilever Brazil is the issue of cannibalisation of existing premium brands like Omo or Minerva due to shift in strategy following the introduction of the new brand extension Campeiro Dazzle. The concern I believe is a legitimate one and if things do go wrong as feared by many, the results could be devastating for Unilever and could tarnish its image as being the best and most dependable, inviting competitors like PG to take maximum advantage of the situation and eat into Unilevers market share across regions in Brazil. The level of income, however, is the key factor which would avoid any such adverse situation since our new brand is targeted at the low income consumers of the northeast and is not positioned to compete against Omo and Minerva which is targeted at the high income and middle income consumers respectively. Extension of the entry level brand Campeiro is justifiable considering the time and cost constraints faced by Unilever. The process of creating and introducing a new brand involves immense RD, marketing advertising and distribution costs and will also take a long time to develop and Unilever cannot afford at this point in time since its main rival PG has the potential and the expertise to capture the massive detergent low income consumer market by either extending or repositioning one of its own existing products. Based on the Segmentation, target marketing, positioning and marketing mix strategies discussed earlier, it is strongly recommended that Unilever follows a quick growth strategy (3 year) to capture maximum market share of the low income consumers in the northeast by getting them to use Campeiro Dazzle. The Bottom-up budgeting technique would be most helpful since the new strategy requires Unilever to spend more on the promotion of Campeiro Dazzle Push strategy in the first 3 years of its introduction. This would be gradually reduced in the fourth and fifth year once the product eats into the market share of the competitors and demand for product increases Pull Strategy. Æ’Â   Push strategy: Unilever can follow the same 70/30 ratio for ATL BTL communication which it does currently. Emphasis should be more on ATL because of its high reach and low cost-per-contact especially TV advertisements hoardings (Knowledge about the availability of the new product). On the other hand BTL techniques like in-store promotions and improved visibility of the product in the small stores. The biggest factor that can contribute to an instant success of Campeiro Dazzle is if Unilever builds confidence in its secondary, small local wholesalers and specialized distributors by running a high incentive/commission through sales programme. This is one primary reason why 0.50 cents/k.g has been earmarked towards promotional cost. Resulting in our products reaching 75,000 small outlets where most of the low income consumers shop. Æ’Å ¸ Pull Strategy: Promotion is one of the most important and inseparable part of the marketing mix. However for Unilever, assuming the success and the overwhelming acceptance of Campeiro Dazzle over the first three years by the low income consumers the promotion strategy would then have to shift to improve the profit margin. This would be a challenge considering the fact that reversal of the distribution channels is difficult. However, increasing demand for Campeiro Dazzle amongst low income consumers due to effectiveness, high brand value and recognition (thanks to a new TV promotion/advertisement by a well known celebrity or a popular music band which would act as a stimulant) will force the retailers to respond to this demand by stocking more Campeiro Dazzle in their stores. Conclusion: The aforementioned analysis clearly indicates that the existing detergent products and the strategy adopted by Unilever to capture the market share and satisfy the needs of the low income consumers hasnt been very successful. Project Everyman, however, has come as a ray of hope for the company helping it understand the enormous potential of this group of consumers. The implementation of the new strategies mentioned in this report would certainly help Unilever to expand its market share and profitability and most importantly help them implement this business model to gain success in other developing economies of the world and immense respect in the industry.

Feminist Perspective of Paulina in Shakespeares The Winters Tale Ess

A Feminist Perspective of Paulina in The Winter's Tale  Ã‚     Ã‚   Feminist criticism explores gender themes in literature, assesses the worth of female characters, promotes unknown women writers, and interprets the canon from a politically-charged perspective. Shakespeare has proven more difficult to categorize than other white male masters of the written word, precisely because of the humanity of his female characters. Critic Kathleen McLuskie urges feminists to "assert the power of resistance, subverting rather than co-opting the domination of the patriarchal Bard" (McLuskie 106). Yet many feminists find strength in Shakespeare. Irene Dash, for instance, proclaims that "Shakespeare's women characters testify to his genius .... they learn the meaning of self sovereignty for a woman in a patriarchal society" (Dash 1). Paulina of The Winter's Tale provides support for Dash's argument. With courage and passion, Paulina defends Hermione against chauvinistic paranoia and enshrines female virtue.    Perhaps the best testimony to Paulina's power is the historical reaction of male critics. In 1733, editor Lewis Theobald condemned Paulina as "too gross and blunt" for daring to call the King "downright a Fool" (Dash 135). In 1863, scholar Charles Cowden Clarke whined that Pauline was excessive: "... she does play the tattoo upon his skull with amazing vivacity  ­ and after he is down, too .... Paulina cannot forego the gratification of punching him in his maundering distress" (Clarke 356). In 1969, Fitzroy Pyle acknowledged Paulina's "goodness" but applied the label "militant" (Pyle 41).    With a similar sentiment but more blatantly hostile language, the fictional King Leontes abuses his adversary Paulina with sexist insults... ...ti. Webster's First New Intergalactic Wickedary of the English Language. Boston: Beacon Press, 1987    Dash, Irene. Wooing, Wedding, and Power: Women in Shakespeare's Plays. New York: Columbia University Press, 1981    McLuskie, Kathleen. "The Patriarchal Bard: Feminist Criticism and Shakespeare." Political Shakespeare: New Essays in Cultural Materialism. Jonathan Dollimore and Alan Sinfield, editors. London: Cornell Univ. Press, 1985    Neeley, Carol Thomas. "The Winter's Tale: Women and Issue" (1985).   Reprinted in the Signet Classic Edition of The Winter's Tale. New York: Penguin, 1988.    Pyle, Fitzroy. The Winter's Tale: A Commentary on the Structure. New York: Routledge & Paul, 1969.    Schweickart, Patrocinio. "Reading Ourselves." Speaking of Gender. Elaine Showalter, editor.   New York: Routledge, Chapman and Hall, 1989.   

Principles of Marketing

Recent History Brief Introduction about the organization General Electric Is an American conglomerate operating through the fields of energy, technology, Infrastructure, capital finance, and Industrial business. 1 Thomas Edison is a widely praised genius, both as an innovator and businessman, and it was his vision that laid the foundation for General Electric. 2 In 1876, he opened his first real workshop in Menlo Park, New Jersey where he would eventually create the electric light bulb. In 1890, Edison started the Edison General Electric Company to old his many businesses under one roof and after merging with the Houston- Thomas Company, his prime competitor, General Electric was born. 2 In the fields of technology and energy, General Electric will be releasing a product targeting solar energy and electric vehicles called The Catch. The Catch Is a solar powered car cover that absorbs the sun's rays to charge electric cars without the need for an outside electrical source. It protects cars from weather damage and keeps them cool from the sun's heat as well.The Catch Is a cover Like the ones available to cover any standard icicle, but will be covered with multiple small solar panels. The Catch will have a chord attached that plugs directly into cars instead of having them plugged into an electrical outlet. 1 . â€Å"About Us,† General Electric, accessed October 3, 2013, http://www. GE. Com/about- us/curing 2. † Thomas Edison At G. E. ,† General Electric, accessed October 3, 2012, http://www. GE. Com/about-us/history/Thomas-Edison Discuss what Is unique about the company and Its offerings General Electric Is known widely for their diversified and Inventive products.Its products Include gas and steam generators, solar energy devices, water treatment revise, lighting, healthcare services, home and business solutions, loans and leases. 3 G. E. Is a world renown company with the numbers to prove it. In 2012, General Electric was placed at number 8 o n Fortune ass's top earners list in 2012 with $146. 9 billion in revenue. 4 With top competitors such as Valier Energy and Caterpillar Inc. Trailing behind, General Electric continuously maintains a respectable reputation as an innovative company. As well as being a top ranked annual earner, G. E. Was named in Bloomberg Businessman's list of world's most innovative companies and Baron's list of most respected companies. Because General Electric expands their horizons diving into a varied number of profitable industries and dominating the competition with their pioneering qualities and reputable business methods, It Is hard for alternative companies to keep up. With the Earth's diminishing sources of gas and fuel, G. E. Came up with a product that would accommodate the ever- changing needs of modern day society.Part 2 Marketing Plan Market-product Focus What are the objectives of your new product? The overall objective for our consumer product, The Catch, is very clear and straight t o the point; as a company, we are trying to help all owners of electrical cars utilize a more convenient, cost effective, and environmentally friendly way of charging their vehicles. The Catch will allow the consumer to charge their car in practically any rear inside or outside that natural light can be obtained. With a single lifetime payment, The Catch will save consumers money without the need for continuous electric bills arising from existing charging methods.Lastly, by using the sun as a natural source of energy, we are thinking green and making a major thrust in conserving the environment. This new generation product will make life much easier for electric vehicle owners because of its substantial benefits. The Catch will be such an efficient product that it might Just convince other car companies to focus more on electric cars. It will also encourage potential car buyers to consider purchasing electric cars, which will encourage the use of our product. What is the specific c ustomer niche that your product addresses?The niche our product will be initially addressing is a car owners who desire a more cost effective and greener alternative to standard electric car charging methods engine with a 4-kHz battery that gives it only 9 to 15 miles of electric arrange. This is an example of a need related to our customers that is not being satisfied within our market segment. Last year, roughly 17,000 plug-in cars were sold in the United States more than were sold in any previous yearly 1 . Sales this year will most likely double or triple that number based on society's desire for technological advancement in all fields.President Obama set a goal for 1 million electric cars to be on the road by 201 512, which probably won't happen; however, the President's leadership will definitely encourage people to transition from gas-powered cars to electric-powered ones because of the government's efforts in educating the country on the benefits of utilizing electric cars. This proves that our consumer product is entering a market hat is expanding rapidly, which increases our product's chance of success. 10. Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. Log. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars 1 1 . Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. blob. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars 12. Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. blob. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars What sets your product apart from the competition? The Catches main competitor is the V-Tent. The V-Tent is a non-portable solar powered parking device that charges electric cars.Our product design for The Catch is based around portability. The option to fold up The Catch and move it from point A to point B is going to the main point of difference from the V-Tent. Another drawback of the V-Tent is it can only operate under certain dimensions, limiting it to only small sedans. The Catch will be produced in a variety of sizes to fit the needs of all consumers driving electric cars. Envision LLC, our other competitor, has developed he Solar Tree as a way of saving unused space in parking lots.These structures are very expensive and not for personal use at all; in fact, they don't even allow for an electric vehicle to charge while parked near theme 5. The Solar Tree is going to be used in large parking lots limiting them to Just business-to-business market segment. The individual consumer may not benefit from Envisions product. Our strategy will cover all markets including green, cause, business-to-business and individual household marketing. 13. N-Tent Solar Parking System,† accessed October 24, 2013, www. Designator. Mol design/v-tent/ 14. Solar Tree Array,† accessed on October 24, 2013, www. Envisioned. Com/solar- tree- array/ 15. Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† settable=sectional 16. Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† accessed on October 24, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? How are you communicating your points of difference to your customers? Points of difference is expressed as a synonym of product differentiation, meaning the product features that set the product apart from its competition.The Catch is a product with very limited competition. With the competitive advantage of not having many opponents in its market segment, it will not be hard to express the product features and benefits of The Catch that consumers cannot find anywhere else in the retail market. With the use of informational and transformational TV commercials, print advertisements, as well as the use of our social media networking, getting the word out about The Catches product differentia tion will be simple and effective. Because The Catch is emerging in a new market, there is no such thing as bad timing with its release.With a strong desire from consumers and economic access to buyers, consumers will Jump at the opportunity to save money, live environmentally consciously and advance in the world of technology. Because of these things, new- product failure is no where in The Catches future. Part 3 Marketing Plan Marketing Program 8. What are the product line, unique product quality, and packaging of your product? With the creation of our solar powered car cover, titled The Catch, our company is going to base our product line on how successful The Catch is after its 17.Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† initial launch. What we at General Electric have in mind for a product line extension is a smaller version of The Catch made to charge laptops, cell phones, and other handheld devices using the same solar powered method. These new products are projected to succeed in the marketplace because they satisfy the same needs, target the same customer base, and are going to be distributed through the same outlet as The Catch. 18 All of our products will hold high standards in terms of quality.Part of what makes The Catch â€Å"cool† and appealing to customers is how it catches the eye with a high tech, sleek design. A higher price is worth it for a higher quality product like ours. For packaging, our product will be presented to the customer inside a box labeled with our company logo, picture of The Catch, as well as product features and basic instructions with pictures. Inside the box The Catch will be concealed in a plastic bag along with support information and a detailed instruction manual.The Catch will create high customer value by providing functional, perceptual, and communication benefits, as well as addressing environmental concerns. 19 What is As discussed briefly in this marketin g plan, our new product The Catch fraternities itself very well when it comes to green marketing for a large demographic of electric car owners because there is no existing product like it. This makes evaluating the price point and price position relative to substitutes of our product fairly difficult.Although an abundance of in depth research must be done in 18. Kerri, Hartley, Rudderless, â€Å"Developing New Products and Services,† accessed on Novo. 19, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? settable ?section Tabs 19. Kerri, Hartley, Rudderless, â€Å"Managing Successful Products, Services, and Brands,† accessed on Novo. 19, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? settable=sectional order to reveal a more accurate estimation of the final price we can still create an educated estimation.The bulk of The Catch will consist of a large protective car cover as well as multiple folding solar panels. The mean value of most conventional c ar covers ranges from $25 to $35. We will be purchasing our solar panels from the industrial supply company MIRRORS. Their product the Powerful OFF-1800 foldable solar charger is an amazing candidate for our development of The Catch. 0 At $500 each they will cost around $2,000 dollars to produce on The Catch unit. This is before any wholesale negotiations have taken place. We here at G. E. Re looking to flood the emerging market by introducing a new product, in turn creating brand loyalty. This is why we are going to take a cost-oriented pricing approach when developing our product before developing a profit-oriented pricing method. 21 Using these methods we hope to establish a retail value of $2,000 – $2,500 which will satisfy both the needs of our company and customers. What promotional strategies are used for your rotund? The promotional strategies that we will implement for The Catch will include advertising, personal selling, and direct marketing. Principles of Marketing Recent History Brief Introduction about the organization General Electric Is an American conglomerate operating through the fields of energy, technology, Infrastructure, capital finance, and Industrial business. 1 Thomas Edison is a widely praised genius, both as an innovator and businessman, and it was his vision that laid the foundation for General Electric. 2 In 1876, he opened his first real workshop in Menlo Park, New Jersey where he would eventually create the electric light bulb. In 1890, Edison started the Edison General Electric Company to old his many businesses under one roof and after merging with the Houston- Thomas Company, his prime competitor, General Electric was born. 2 In the fields of technology and energy, General Electric will be releasing a product targeting solar energy and electric vehicles called The Catch. The Catch Is a solar powered car cover that absorbs the sun's rays to charge electric cars without the need for an outside electrical source. It protects cars from weather damage and keeps them cool from the sun's heat as well.The Catch Is a cover Like the ones available to cover any standard icicle, but will be covered with multiple small solar panels. The Catch will have a chord attached that plugs directly into cars instead of having them plugged into an electrical outlet. 1 . â€Å"About Us,† General Electric, accessed October 3, 2013, http://www. GE. Com/about- us/curing 2. † Thomas Edison At G. E. ,† General Electric, accessed October 3, 2012, http://www. GE. Com/about-us/history/Thomas-Edison Discuss what Is unique about the company and Its offerings General Electric Is known widely for their diversified and Inventive products.Its products Include gas and steam generators, solar energy devices, water treatment revise, lighting, healthcare services, home and business solutions, loans and leases. 3 G. E. Is a world renown company with the numbers to prove it. In 2012, General Electric was placed at number 8 o n Fortune ass's top earners list in 2012 with $146. 9 billion in revenue. 4 With top competitors such as Valier Energy and Caterpillar Inc. Trailing behind, General Electric continuously maintains a respectable reputation as an innovative company. As well as being a top ranked annual earner, G. E. Was named in Bloomberg Businessman's list of world's most innovative companies and Baron's list of most respected companies. Because General Electric expands their horizons diving into a varied number of profitable industries and dominating the competition with their pioneering qualities and reputable business methods, It Is hard for alternative companies to keep up. With the Earth's diminishing sources of gas and fuel, G. E. Came up with a product that would accommodate the ever- changing needs of modern day society.Part 2 Marketing Plan Market-product Focus What are the objectives of your new product? The overall objective for our consumer product, The Catch, is very clear and straight t o the point; as a company, we are trying to help all owners of electrical cars utilize a more convenient, cost effective, and environmentally friendly way of charging their vehicles. The Catch will allow the consumer to charge their car in practically any rear inside or outside that natural light can be obtained. With a single lifetime payment, The Catch will save consumers money without the need for continuous electric bills arising from existing charging methods.Lastly, by using the sun as a natural source of energy, we are thinking green and making a major thrust in conserving the environment. This new generation product will make life much easier for electric vehicle owners because of its substantial benefits. The Catch will be such an efficient product that it might Just convince other car companies to focus more on electric cars. It will also encourage potential car buyers to consider purchasing electric cars, which will encourage the use of our product. What is the specific c ustomer niche that your product addresses?The niche our product will be initially addressing is a car owners who desire a more cost effective and greener alternative to standard electric car charging methods engine with a 4-kHz battery that gives it only 9 to 15 miles of electric arrange. This is an example of a need related to our customers that is not being satisfied within our market segment. Last year, roughly 17,000 plug-in cars were sold in the United States more than were sold in any previous yearly 1 . Sales this year will most likely double or triple that number based on society's desire for technological advancement in all fields.President Obama set a goal for 1 million electric cars to be on the road by 201 512, which probably won't happen; however, the President's leadership will definitely encourage people to transition from gas-powered cars to electric-powered ones because of the government's efforts in educating the country on the benefits of utilizing electric cars. This proves that our consumer product is entering a market hat is expanding rapidly, which increases our product's chance of success. 10. Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. Log. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars 1 1 . Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. blob. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars 12. Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. blob. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars What sets your product apart from the competition? The Catches main competitor is the V-Tent. The V-Tent is a non-portable solar powered parking device that charges electric cars.Our product design for The Catch is based around portability. The option to fold up The Catch and move it from point A to point B is going to the main point of difference from the V-Tent. Another drawback of the V-Tent is it can only operate under certain dimensions, limiting it to only small sedans. The Catch will be produced in a variety of sizes to fit the needs of all consumers driving electric cars. Envision LLC, our other competitor, has developed he Solar Tree as a way of saving unused space in parking lots.These structures are very expensive and not for personal use at all; in fact, they don't even allow for an electric vehicle to charge while parked near theme 5. The Solar Tree is going to be used in large parking lots limiting them to Just business-to-business market segment. The individual consumer may not benefit from Envisions product. Our strategy will cover all markets including green, cause, business-to-business and individual household marketing. 13. N-Tent Solar Parking System,† accessed October 24, 2013, www. Designator. Mol design/v-tent/ 14. Solar Tree Array,† accessed on October 24, 2013, www. Envisioned. Com/solar- tree- array/ 15. Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† settable=sectional 16. Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† accessed on October 24, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? How are you communicating your points of difference to your customers? Points of difference is expressed as a synonym of product differentiation, meaning the product features that set the product apart from its competition.The Catch is a product with very limited competition. With the competitive advantage of not having many opponents in its market segment, it will not be hard to express the product features and benefits of The Catch that consumers cannot find anywhere else in the retail market. With the use of informational and transformational TV commercials, print advertisements, as well as the use of our social media networking, getting the word out about The Catches product differentia tion will be simple and effective. Because The Catch is emerging in a new market, there is no such thing as bad timing with its release.With a strong desire from consumers and economic access to buyers, consumers will Jump at the opportunity to save money, live environmentally consciously and advance in the world of technology. Because of these things, new- product failure is no where in The Catches future. Part 3 Marketing Plan Marketing Program 8. What are the product line, unique product quality, and packaging of your product? With the creation of our solar powered car cover, titled The Catch, our company is going to base our product line on how successful The Catch is after its 17.Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† initial launch. What we at General Electric have in mind for a product line extension is a smaller version of The Catch made to charge laptops, cell phones, and other handheld devices using the same solar powered method. These new products are projected to succeed in the marketplace because they satisfy the same needs, target the same customer base, and are going to be distributed through the same outlet as The Catch. 18 All of our products will hold high standards in terms of quality.Part of what makes The Catch â€Å"cool† and appealing to customers is how it catches the eye with a high tech, sleek design. A higher price is worth it for a higher quality product like ours. For packaging, our product will be presented to the customer inside a box labeled with our company logo, picture of The Catch, as well as product features and basic instructions with pictures. Inside the box The Catch will be concealed in a plastic bag along with support information and a detailed instruction manual.The Catch will create high customer value by providing functional, perceptual, and communication benefits, as well as addressing environmental concerns. 19 What is As discussed briefly in this marketin g plan, our new product The Catch fraternities itself very well when it comes to green marketing for a large demographic of electric car owners because there is no existing product like it. This makes evaluating the price point and price position relative to substitutes of our product fairly difficult.Although an abundance of in depth research must be done in 18. Kerri, Hartley, Rudderless, â€Å"Developing New Products and Services,† accessed on Novo. 19, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? settable ?section Tabs 19. Kerri, Hartley, Rudderless, â€Å"Managing Successful Products, Services, and Brands,† accessed on Novo. 19, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? settable=sectional order to reveal a more accurate estimation of the final price we can still create an educated estimation.The bulk of The Catch will consist of a large protective car cover as well as multiple folding solar panels. The mean value of most conventional c ar covers ranges from $25 to $35. We will be purchasing our solar panels from the industrial supply company MIRRORS. Their product the Powerful OFF-1800 foldable solar charger is an amazing candidate for our development of The Catch. 0 At $500 each they will cost around $2,000 dollars to produce on The Catch unit. This is before any wholesale negotiations have taken place. We here at G. E. Re looking to flood the emerging market by introducing a new product, in turn creating brand loyalty. This is why we are going to take a cost-oriented pricing approach when developing our product before developing a profit-oriented pricing method. 21 Using these methods we hope to establish a retail value of $2,000 – $2,500 which will satisfy both the needs of our company and customers. What promotional strategies are used for your rotund? The promotional strategies that we will implement for The Catch will include advertising, personal selling, and direct marketing. Principles of Marketing Recent History Brief Introduction about the organization General Electric Is an American conglomerate operating through the fields of energy, technology, Infrastructure, capital finance, and Industrial business. 1 Thomas Edison is a widely praised genius, both as an innovator and businessman, and it was his vision that laid the foundation for General Electric. 2 In 1876, he opened his first real workshop in Menlo Park, New Jersey where he would eventually create the electric light bulb. In 1890, Edison started the Edison General Electric Company to old his many businesses under one roof and after merging with the Houston- Thomas Company, his prime competitor, General Electric was born. 2 In the fields of technology and energy, General Electric will be releasing a product targeting solar energy and electric vehicles called The Catch. The Catch Is a solar powered car cover that absorbs the sun's rays to charge electric cars without the need for an outside electrical source. It protects cars from weather damage and keeps them cool from the sun's heat as well.The Catch Is a cover Like the ones available to cover any standard icicle, but will be covered with multiple small solar panels. The Catch will have a chord attached that plugs directly into cars instead of having them plugged into an electrical outlet. 1 . â€Å"About Us,† General Electric, accessed October 3, 2013, http://www. GE. Com/about- us/curing 2. † Thomas Edison At G. E. ,† General Electric, accessed October 3, 2012, http://www. GE. Com/about-us/history/Thomas-Edison Discuss what Is unique about the company and Its offerings General Electric Is known widely for their diversified and Inventive products.Its products Include gas and steam generators, solar energy devices, water treatment revise, lighting, healthcare services, home and business solutions, loans and leases. 3 G. E. Is a world renown company with the numbers to prove it. In 2012, General Electric was placed at number 8 o n Fortune ass's top earners list in 2012 with $146. 9 billion in revenue. 4 With top competitors such as Valier Energy and Caterpillar Inc. Trailing behind, General Electric continuously maintains a respectable reputation as an innovative company. As well as being a top ranked annual earner, G. E. Was named in Bloomberg Businessman's list of world's most innovative companies and Baron's list of most respected companies. Because General Electric expands their horizons diving into a varied number of profitable industries and dominating the competition with their pioneering qualities and reputable business methods, It Is hard for alternative companies to keep up. With the Earth's diminishing sources of gas and fuel, G. E. Came up with a product that would accommodate the ever- changing needs of modern day society.Part 2 Marketing Plan Market-product Focus What are the objectives of your new product? The overall objective for our consumer product, The Catch, is very clear and straight t o the point; as a company, we are trying to help all owners of electrical cars utilize a more convenient, cost effective, and environmentally friendly way of charging their vehicles. The Catch will allow the consumer to charge their car in practically any rear inside or outside that natural light can be obtained. With a single lifetime payment, The Catch will save consumers money without the need for continuous electric bills arising from existing charging methods.Lastly, by using the sun as a natural source of energy, we are thinking green and making a major thrust in conserving the environment. This new generation product will make life much easier for electric vehicle owners because of its substantial benefits. The Catch will be such an efficient product that it might Just convince other car companies to focus more on electric cars. It will also encourage potential car buyers to consider purchasing electric cars, which will encourage the use of our product. What is the specific c ustomer niche that your product addresses?The niche our product will be initially addressing is a car owners who desire a more cost effective and greener alternative to standard electric car charging methods engine with a 4-kHz battery that gives it only 9 to 15 miles of electric arrange. This is an example of a need related to our customers that is not being satisfied within our market segment. Last year, roughly 17,000 plug-in cars were sold in the United States more than were sold in any previous yearly 1 . Sales this year will most likely double or triple that number based on society's desire for technological advancement in all fields.President Obama set a goal for 1 million electric cars to be on the road by 201 512, which probably won't happen; however, the President's leadership will definitely encourage people to transition from gas-powered cars to electric-powered ones because of the government's efforts in educating the country on the benefits of utilizing electric cars. This proves that our consumer product is entering a market hat is expanding rapidly, which increases our product's chance of success. 10. Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. Log. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars 1 1 . Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. blob. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars 12. Blocker, John. â€Å"Five Real-World Facts About Electric Cars,† accessed October 24, 2013, www. blob. RMI. Org/blob_Five_Real_World_Facts_Photoelectric_Cars What sets your product apart from the competition? The Catches main competitor is the V-Tent. The V-Tent is a non-portable solar powered parking device that charges electric cars.Our product design for The Catch is based around portability. The option to fold up The Catch and move it from point A to point B is going to the main point of difference from the V-Tent. Another drawback of the V-Tent is it can only operate under certain dimensions, limiting it to only small sedans. The Catch will be produced in a variety of sizes to fit the needs of all consumers driving electric cars. Envision LLC, our other competitor, has developed he Solar Tree as a way of saving unused space in parking lots.These structures are very expensive and not for personal use at all; in fact, they don't even allow for an electric vehicle to charge while parked near theme 5. The Solar Tree is going to be used in large parking lots limiting them to Just business-to-business market segment. The individual consumer may not benefit from Envisions product. Our strategy will cover all markets including green, cause, business-to-business and individual household marketing. 13. N-Tent Solar Parking System,† accessed October 24, 2013, www. Designator. Mol design/v-tent/ 14. Solar Tree Array,† accessed on October 24, 2013, www. Envisioned. Com/solar- tree- array/ 15. Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† settable=sectional 16. Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† accessed on October 24, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? How are you communicating your points of difference to your customers? Points of difference is expressed as a synonym of product differentiation, meaning the product features that set the product apart from its competition.The Catch is a product with very limited competition. With the competitive advantage of not having many opponents in its market segment, it will not be hard to express the product features and benefits of The Catch that consumers cannot find anywhere else in the retail market. With the use of informational and transformational TV commercials, print advertisements, as well as the use of our social media networking, getting the word out about The Catches product differentia tion will be simple and effective. Because The Catch is emerging in a new market, there is no such thing as bad timing with its release.With a strong desire from consumers and economic access to buyers, consumers will Jump at the opportunity to save money, live environmentally consciously and advance in the world of technology. Because of these things, new- product failure is no where in The Catches future. Part 3 Marketing Plan Marketing Program 8. What are the product line, unique product quality, and packaging of your product? With the creation of our solar powered car cover, titled The Catch, our company is going to base our product line on how successful The Catch is after its 17.Kerri, Hartley, Rudderless, â€Å"Market Segmentation, Targeting, and Positioning,† initial launch. What we at General Electric have in mind for a product line extension is a smaller version of The Catch made to charge laptops, cell phones, and other handheld devices using the same solar powered method. These new products are projected to succeed in the marketplace because they satisfy the same needs, target the same customer base, and are going to be distributed through the same outlet as The Catch. 18 All of our products will hold high standards in terms of quality.Part of what makes The Catch â€Å"cool† and appealing to customers is how it catches the eye with a high tech, sleek design. A higher price is worth it for a higher quality product like ours. For packaging, our product will be presented to the customer inside a box labeled with our company logo, picture of The Catch, as well as product features and basic instructions with pictures. Inside the box The Catch will be concealed in a plastic bag along with support information and a detailed instruction manual.The Catch will create high customer value by providing functional, perceptual, and communication benefits, as well as addressing environmental concerns. 19 What is As discussed briefly in this marketin g plan, our new product The Catch fraternities itself very well when it comes to green marketing for a large demographic of electric car owners because there is no existing product like it. This makes evaluating the price point and price position relative to substitutes of our product fairly difficult.Although an abundance of in depth research must be done in 18. Kerri, Hartley, Rudderless, â€Å"Developing New Products and Services,† accessed on Novo. 19, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? settable ?section Tabs 19. Kerri, Hartley, Rudderless, â€Å"Managing Successful Products, Services, and Brands,† accessed on Novo. 19, 2013, www. Connect. McGraw-hill. Com/connect/homeboy. Do? settable=sectional order to reveal a more accurate estimation of the final price we can still create an educated estimation.The bulk of The Catch will consist of a large protective car cover as well as multiple folding solar panels. The mean value of most conventional c ar covers ranges from $25 to $35. We will be purchasing our solar panels from the industrial supply company MIRRORS. Their product the Powerful OFF-1800 foldable solar charger is an amazing candidate for our development of The Catch. 0 At $500 each they will cost around $2,000 dollars to produce on The Catch unit. This is before any wholesale negotiations have taken place. We here at G. E. Re looking to flood the emerging market by introducing a new product, in turn creating brand loyalty. This is why we are going to take a cost-oriented pricing approach when developing our product before developing a profit-oriented pricing method. 21 Using these methods we hope to establish a retail value of $2,000 – $2,500 which will satisfy both the needs of our company and customers. What promotional strategies are used for your rotund? The promotional strategies that we will implement for The Catch will include advertising, personal selling, and direct marketing.

Situational Leadership Theory And Organizational Leadership

Situational Leadership Theory and Organizational Leadership Why are some employees happier and more satisfied with their work environment than others? Why are some teams within the same organization more productive than others? How can you get subordinates to trust your decisions, readily cooperate with others and follow your lead? The answer to these questions boils down to one thing; effective leadership. For our purpose, effective leadership can be defined as the art of influencing individuals and groups to accomplish the goals and objectives of the organization (Plunkett, Allan, and Attner, 2013). Effective leadership has a direct impact on the motivation, or lack thereof, of employees and how they interact with others within the organization. Followers will also act in ways that reflect their leaders example, whether it is positive or negative. It is obvious that the leadership culture within our organization is ineffective and employee productivity and morale has slipped to unacceptable levels. Because of our current situation, the following information is presented to you, as managers and supervisors, as a guide to help you become a more effective leader. There are many theories on how best to lead and motivate employees, however, for our purposes, we will concentrate our study and efforts on the situational leadership theories. Situational Leadership Theory and The Leadership Culture One of the ways we can improve our leadership skills is through the studyShow MoreRelatedSituational Leadership Theory And Organizational Leadership1422 Words   |  6 PagesSituational Leadership Theory and Organizational Leadership Dwight D. 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The Walt Disney Company ( Dis ) - 1243 Words

The Walt Disney Company (DIS) About the Walt Disney Company. Together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. With an average of $43 billion dollars in annual sales, Walt Disney offers investors the benefits of a blue-chip company by being capable of a market-beating growth with estimated earnings well above the overall market growth rate. 2015 Economic outlook for The Walt Disney Company. In 2015, it expected that the overall economic outlook is positive, with only Consumer Price Index and Industrial Production being negative for the†¦show more content†¦This gauges the overall health of the economy and suggests that an expansion in economic activity should continue but pace of growth may moderate later. 2015 Industry outlook for The Walt Disney Company. 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Analysis Of Gulliver s Travels - 1933 Words

Cameron Aiello Professor Lund Final Paper 14 May 2017 Throughout all of Jonathan Swift’s writings there are many commonalities. One in particular that stands out is the use of satire throughout both â€Å"Gulliver’s Travels†, which tells the story of a series of voyages of Lemuel Gulliver’s published in 1726, and â€Å"A Modest Proposal†, where Swift uses the idea of cannibalism to captivate his audience as well as focus on society’s problems. Throughout Swift’s life, politics and religion had a huge impact on him and more importantly, his writing. Many of the satires that Swift uses in his works have to do with politics and the changing ways of the Catholic church in the 1800’s. â€Å"A Modest Proposal† written in 1729, was a satire written to†¦show more content†¦Swift is using this quotation to show that he cares about the poor and struggling people and he really wants to help them. This is also a different type of writing from Swift, who usually is always criticizing someone rather than showing empathy for them. But since Swift disagrees with the English so much, he chooses to write about it and make those with wealth and power look evil and selfish. Swift who chose not to make it known he was writing this satire, continues to bash England on page 509 by saying, â€Å"I fortunately fell upon this proposal; which, as it is wholly new, so it hath something solid and real, of no expence, and little trouble, full in our own power; and whereby we can incur no danger in disobliging England: for this kind of commodity will not bear exportation; the flesh being of too tender a consistence, to admit a long continuance in salt; although, perhaps, I could name a country, which would be glad to eat up our whole nation without it†. Here, once again Swift shows that England has no problem with the Irish starving and not being able to survive or make money as long as the rich and powerful are facing no hardships. Also by using the words â€Å"eat up† he is going back to the idea of cannibalism, not by the poor but by the wealthy who are taking what is left of the the other nations to become more powerful and to gain moreShow MoreRelatedAnalysis Of Gulliver s Travels896 Words   |  4 Pagesgiven education and freedom, they will default to partaking in foolish behavior. This was a common idea in the eighteenth century as people legitimately denied women schooling based on such a concept. In the last paragraph on page 55 of Gulliver’s Travels (1726), Swift comments on the education and roles of women in Lilliputian society using specific word choice and juxtaposition of male and female schooling. 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Zulu Research Paper free essay sample

if the largest social group of American people was sporting the latest trends of nudity for unmarried women? Or practiced modern Christianity, but with a Dutch twist? What if instead of the recent hit line dance the â€Å"Cha Cha Slide† was instead a traditional African Gumboot dance? These are all typical traits of South Africa’s largest group of people, the Zulu population. As a wonderful South African population, the Zulu people pride themselves over their origins, language, and religions. Today one shall discover and be able to easily identify, understand, and optimally relate to the wonderful Zulu traditions in culture, language, religion, education, social values and organization, economics, government, and globalization. The Zulu people have a rather large population with a widespread demographic. The Zulu people are the largest South African ethnic group. The Zulu Kingdom is a Kingdom in South Africa in former Zulu Bantustan. To the north, it borders Mozambique, to the east Swaziland and lawless South Africa, and to the west it is bordered by the Indian Ocean. Found south of the Zulu Kingdom is KwaXhosa, which was founded only twenty-four short years ago in 1988. Zulu Inhabitants commonly refer to the nation as Zululand, however outsiders and foreigners refer to it by the name KwaZulu. It is estimated, and conservatively so, that there are at least 10 to 11 million people living mainly in the province of KwaZulu, or, as often referred to, KwaZulu-Natal. In addition to this population, there are also small numbers of self-identifying Zulu people who reside primarily in Zimbabwe, Zambia and Mozambique. Zululand is a state with fourteen associate republics and an additional ten territories. Zululand is a multiethnic African nationalist state encompassing most of the southern third of the African continent. Formed in a series of bloody wars during the 1950s and 1960s, Zululand was created with the idea of an all-African country where various people would live together in harmony under a national government composed of representatives of those people, similar to Zanzibars model. Zanzibar is an east African semi-autonomous part of Tanzania. In this province, once a protectorate of Britain, the inhabitants are of extremely diverse ethnic origins. Yet, they all were able to create an incredible bond together in order to avoid British control and, subsequently, have successfully created their own land. This territory now has a functional government serving nearly one million people. Today they are known for their extreme fortune in spices and other agriculture. It is of no surprise that the Zulu people would wish to create something so similar to what has originated in Zanzibar. However, to its disadvantage, Zululand has suffered from tribal inharmoniousness, including conflict bordering on civil war, and has deep inequalities in wealth in different parts of the country. It could easily be justified to say that the Zulu’s size of 11 million, nearly twelve times that of Zanzibar, is far from being in the favor of peace for the Zulus. Still, the Congress of the Africans in the Zulu capital, located in the Great Harare, is regarded as one of the few places in Africa, besides Zanzibar, where various people are able to come and, without question, receive equal representation. One of the primary parts of what identifies a person is their language. The Zulu language is no exception. The Zulu language is called Zulu or, natively, isiZulu. Zulu has about nineteen thousand words and one of the most complex dialects in the world. As typical with Bantu languages, a lot of the sounds made are compromised of clicking noises. Over ninety-five percent of the language’s native speakers live in South Africa. IsiZulu is the most widely spoken home language in South Africa, by a whopping twenty four percent of the population, as well as being understood by over half of the population. IsiZulu became one of South Africas eleven official languages in 1994. In fact, IsiZulu is the second most widely spoken Bantu language after Shona. IsiZulu, like all indigenous Southern African languages, was an exclusively oral language until contact with new missionaries from Europe, who documented the language using the Latin script. Norwegian missionary Hans Schreuder published the first grammar book of the IsiZulu language in Norway in 1850. The first written document in IsiZulu was a Bible translation that appeared in 1883. Many Dutch and English words have been incorporated into the language. In IsiZulu the vowels are spoken as follows, â€Å"a† is pronounced a : as in army, i : as in pink, u : as in ruler, e : as in leg, o : as in old. The consonants can get tricky though. All these consonants are followed by a soft sounding h as in hand: p : as in plank, b : as in bush, t : as in tank, k : as in kite. These letters are pronounced the same way they are in English: v : as in vase, l : as in like, sh : as in ship, f : as in father, y : as in yield, hl : as in tenthly, m : as in map, s : as in sing, nhl : as in gently, n : as in nine, z : as in zoo. The Zulu people have unique origination leading them to their current, modern day existence. The Zulu were originally a major clan in what is today Northern KwaZulu-Natal, founded as an army due to differing and clashing opinions over the circumcision process of young males. As always, the Zulu people place much focus on rights of passage, and the circumcision process was one that ultimately led them to stand up for their beliefs and literally become who they are today. Under apartheid, Zulu people were classified as third-class citizens and suffered from state-sanctioned discrimination. Today, the Zulu remain the most numerous ethnic group in South Africa, and now pride themselves with equal rights along with all other fellow citizens. The small kingdom of Zululand grew to dominate much of Southern Africa, and when faced with conflict with the British Empire in the 1870’s during the Anglo-Zulu War, KwaZulu was defeated despite the early Zulu victories in the war. Subsequently, the area was absorbed into the Colony of Natal and later became part of the Union of South Africa. KwaZulu was originally a Bantustan in South Africa, which, under control of the apartheid government, was intended to be a semi-independent homeland for the Zulu people. A bantustan, or an African homeland, was a territory reserved for black inhabitants of South Africa and South West Africa, which is now known as Namibia, as a portion of the policy of apartheid. Ten bantustans were established in South Africa, and an additional ten in neighboring South-West Africa, which was then under South African administration, for the purpose of concentrating the members of certain designated ethnic groups. The goal of this idea was to make each of those territories ethnically identical in order to create autonomous nation states for South Africas different black ethnic groups. Shortly after the apartheid governance collapsed, the bantustans were able to establish order within their borders. The capital, which was formerly at Nongoma, was moved to Ulundi in 1980. Chief Mangosuthu Buthelezi of the Zulu tribe, and presiding head of the Inkatha Freedom Party, led KwaZulu in the capital until the party’s abolition in 1984. Having such an in depth and colorful history, it’s not surprising that religion is more than important to these people. Eileen Krige explains it best when she said â€Å" there is hardly an aspect in Zulu life in which religion does not play its part – in warfare, in first-fruit ceremonies, in the different crises in the life of the individual, everywhere the ancestors are looked to for help and guidance and propitiated with offerings. † Ancestral spirits are, and always have been, extremely important in Zulu religious life. The Zulu believe in vague â€Å"powers† of natural phenomena such as Unkulunkulu. Unkulunkulu, or the Old, Old One, is the creator of the first cause. Zulu believe that Unkulunkulu is responsible for the origin of the world and man. Their story of this says that Unkulunkulu broke off first from a bed of reeds, and then all other man broke off after him. Not only did man break off of the reed, but also so did everything else including cattle, corn, and all other wildlife and agriculture. The word Unkulunkulu is also used in reference to an original ancestor, a name given to the founder of a house or the first ancestor of the family. This ancestor is both worshiped and prayed to. Offerings and sacrifices are made for protection, good health, and happiness. However, the Zulu do not worship the Unkulunkulu whom they broke off from. They say that though they sprang from him, they do not worship him because he left no progeny. Instead, they choose to worship the Unkulunkulu whom they have known. However, he is often the subject of teasing at the expense of the children. If they are caught in mischief, an elder is sent to â€Å"call† for Unkulunkulu, similar to the American tradition of our parents telling Santa Claus. The Zulu also have beliefs towards the use of magic. The Zulu people believe that ancestral spirits come back to the world in the form of dreams, illnesses, and, to be more tangible, sometimes snakes. When an ancestor, or iDlozi, wishes to revisit the world it does so in the form of a snake. Anything beyond the understanding of the Zulu, such as bad luck and illness, is considered to have been sent by an angry spirit. The ancestor does not inhabit the existent body of a snake, but instead morphs into their own. These snakes are distinct and well known among the Zulu people and are not confused to with those of common origins. For instance, a chief or village head turns into a green mamba snake. When these snakes visit a community, the daughter-in-law of the deceased will wear a veil and a beast will be slaughtered to feed the spirit-snake. On the day the meat of the beast is finished, the spirit snake will leave the village. However, seen as far from a blessing, some aged women return in the form of a lizard. These lizards are known to crawl onto the roofs and ceilings of huts and fall onto the people underneath. These lizards are hateful to the Zulus because they are seen to be omens of future evil. When this happens, the help of a soothsayer or herbalist is sought. He or she will communicate with the ancestors or use natural herbs and prayers to rid the problem. Omens are considered to be especially frightening in Zulu culture. Though sometimes revealed as lizards, they are more often sent by ancestors are dreams. These messages are meant to warn of coming disasters. Other things can also be constituted as omens, however. When livestock go against a natural flow, such acts are considered omen and the animal is slaughtered and it’s meat destroyed. For instance, if a calf is to refuse feeding from its mother or if a bird catches a grasshopper. In the latter case, it is believed that whomever the bird drops the grasshopper by is to soon die. More modernly, however, many Zulu converted to Christianity under colonialism. Even with the modern influences of Christianity and the overwhelming amount of Christian converts, ancestral beliefs in the Zulu community have far from disappeared. Instead, there has become a sort of mixture of traditional beliefs and those of Christianity. This kind of religion is particularly common among urban inhabitants of Zululand. Yet, as to be expected, there are also steadfast Zulu Christians who view any tolerance of ancestral belief to be not only terribly outdated, but also sinful and irreverent. In 1901, John Dube, a Zulu from Natal, created the Ohlange Institute. This institute is the first native educational institution in South Africa. He was also the author of Insila kaShaka, the first novel written in the isiZulu language. In addition, another pioneering Zulu writer was Reginald Dhlomo. Dhlomo is the author of several historical novels of the nineteenth-century leaders of the Zulu nation. Other notable contributors to Zulu literature include Benedict Wallet Vilakazi and, more recently, Oswald Mbuyiseni Mtshali. Other than this, there is little to be found about Zulu education. However, it is common knowledge that illiteracy is at extremely high rates among most South Africans. However, education is slowly improving with the implementation of a new government. Before these changes had started to be made, children were only sent to school in the rare cases that their parents could afford to send them. Schooling started at seven years of age and continued until about twenty-four years of age. Since education was not essential or required, as is in our culture, students could take their time to finish matric (high school). Passing high school and graduating both was and still is regarded as a high achievement by the whole community. Upon graduation, the parents who can afford it usually send their children to college. Education and raising a child is like a cycle among the Zulu. Parents spend all they have to raise and educate their children. In turn, the children take care of their parents and their own children when they start working. A person who breaks this cycle is viewed as a community outcast, one who has forgotten about his or her roots. Though, since most are unable to afford sending their children to contemporary schools, a lot of the educating processes for children are similar to what we refer to as teaching the trade. Their community revolves around a lot of farming and agriculture, so children are taught to preform the tasks necessary to having a successful career and family. Ideologically, this is not any different from what American parents do in modern culture. In fact, it’s often shown to be more beneficial in many aspects of life. The social system of the Zulus places an extreme emphasis on kinship and family. These values infiltrate almost every part of their normal life and culture, underlying as a useful concept to understand whilst trying to grasp the concepts of Zulu life. As done in most primitive and traditional societies, the Zulu find kinship to be extremely extensive in order to bring the people together as such a tight-knit group. Doing so establishes a remarkable bond amongst the society. This type of social system provides every Zulu person with a number of acting â€Å"parents,† and an extremely large circle of brothers and sisters. However, the immediate family is still considered to be first priority. Though the men usually practice polygamy and have several wives, each one of his wives has her own hut, thus forming a family unit distinct from that of the other wives. Within the family, there are certain social norms that are practiced. For instance, if one’s father is present, they are not to speak unless directly addressed. Though still important, the mother is less respected than the father and is not always regarded with as high respect and reverence by the children. Even so, when a child is in trouble or has been fussed at by their father, they still run to their mother as a safe haven to comfort them. Often times the mother is able to go to the father and more or less reach a sort of â€Å"deal† in the child’s favor. The sibling relationship is not much different than that of which we are used to, all children are considered equal and partake in the same social roles. The only true exception here is that an elder brother always demands respect. For the most part, sibling’s behavior towards each other can be described as rather friendly, and that of a spirit of cooperation instead of conflict. This social equivalence between siblings is rather important not only in it’s ideals of kinship, but also in its application in the marriage customs of the Zulu. When a woman is pregnant, her sister is sent to take some of her responsibilities. As their equal, this causes no disruption. Likewise, when an elder brother passes away, his younger brother then inherits his wives. In Zulu tradition, none of this is odd. In addition to having a large family and classification system, the Zulu also place tremendous emphasis on something they call the sib. A sib is unilineal, including family on one side of the family exclusive to the other. The Zulu sib is patrilineal, claiming descent from a common ancestor, which is very commonly unknown. People regard the house of each man as having the same isibongo, or praise name, as himself or his own home, and it is assumed that this be the owner’s father or brother. A man only has to walk in and tell his sib name, and he will be treated as an equal part of the family and, without hesitation, will be greeted into the household. One of the greatest dishonors one could ever commit would be to drink milk with another sib. Doing so would in turn mean that you are actively pledging blood brotherhood with that sib and would prevent you from marrying within that family. In Zulu culture, little emphasis is placed on that of an outside government. The lifestyle is very simplistic, everyone pitches in to suffice and maintain their own family and mind their own business. The kraal, or head, of each family acts as the leader of that large group of people. Everyone takes respect as a number one goal, and works to maintain healthy relations within their family. Each member works diligently to provide for the entire roup, and with the emphasis on kinship, things tend to generally work well. The Zulu economy is handled strictly within the village. Chiefly these economic activities are about cattle rearing and agriculture. These exchanges are carried on extremely meticulously with a clear division of labor, which is determined by gender. Men, as a general rule, take responsibility for the more abrasive tasks that require strength and handy abilities. Women, on the other hand, naturally pick up household work. They cook, make beer, sweep, wash dishes, and fetch after the firewood and water. Their daughters help them with these tasks starting at a young age. As young children, they are responsible for fetching the wood and water, and as they mature their tasks evolve into looking over their baby brothers and sisters. Agriculture is often taken care of by a special group of women. They hoe the ground, sow, weed, and reap the crops, and then manually grind the corn and grain to be used in cooking. Women also make the pots, mats, and ropes. Very different to American culture, women carry the entire load of luggage on trips. The men walk in front empty handed but are willing to defend the tribe if needed. And, women are always responsible for the thatching of huts. Taking on a more leisurely activity, women take to bead and jewelry making along with basket weaving. With cattle being the most valuable economic asset to Zululand, all work to be done with cattle is handled by the men. Men, or boys, both herd and milk the cattle. They even wash the milking utensils themselves, because women are to have absolutely nothing to do with operations concerning the care for cattle. The only role men play in agriculture is hewing bushes where new lands are to be cultivated, or assisting in the reaping during busy seasons. Hut building, with the exception of the thatch work, is a man’s duty as well. Men, who partake in basket weaving, often make wooden utensils as well. Sometimes they are able to specialize in metal work. Metal work, again, is a trade exclusive to the male gender. Men do most market trading, and for leisure they pass time drinking beer and socializing. Globalization seems to have all to do, and little to do, with Zulu culture. For the most part, Zulu traditions have remained unchanged. Though some religious beliefs have been altered, no one was able to successfully renovate the culture. Globalization allowed the Zulu people a chance to take the one thing that had remained most important to them: their freedom. Since these circumstances ultimately allowed this, after some hardship, it is believed that globalization did not change their culture negatively, and instead, make have ultimately helped them. Now, the Zulu people are able to tend to their large families without discrimination and cooperate peacefully. Globalization did affect them in two main aspects, however. Globalization altered both their educational system and their religion. With globalization underway, the Zulu culture was exposed to Christianity. Most modern generation Zulu people state their religion to be Christianity, but it is far from what we believe here in America. As previously noted, Zulu Christianity has given way to a sort of melting pot for the two systems, creating a sort of mixed religion incorporating both our beliefs in God and heaven with theirs of ancestral spirits and unexplained natural phenomena. Globalization also altered traditional Zulu educational systems. Prior to the influence of colonialism, it was rare, if ever, to send a child to matric. But, with breakthroughs thanks to notable Zulu people and schools like John Dube and the Ohlange Institute, sending a child through high school and college is pricey, but not impossible. The Zulu people are more than justified in priding themselves on using globalization to their benefit, and not allowing it to diminish their traditions and native culture. In fact, the Zulu people seem to have flourished and grown as a society using globalization to their advantage. In conclusion, the Zulu people exude rich cultural beliefs and practices, all centering around their language, religion, education, social structure, and the lasting effects of globalization. Much of what is important to a Zulu person is their family and religion. It is primarily through these two things the Zulu are able to successfully retain important traditions, values, and skills, such as basket weaving and cattle raising, that seem to be minimally compromised throughout the years as the have been passed down generationally. As the largest South African group, all of the eleven million Zulu people are able to currently pride themselves with equal rights and privileges among their fellow citizens, a belief that led them to fight many bloody battles amongst themselves and their neighboring provinces to establish their strong modern day presence.