Yanomamo Tribe Essay Example for Free

Yanomamo Tribe Essay The Yanomamo tribes are a large population of native people in South America. They often reside in the Amazon rainforest, between the border of Brazil and Venezuela. Since their place of residency is remote and isolated, they have remained secluded from many aspects in the outside world. Due to their isolation, there are several characteristics of their culture and lifestyle that are affected by this. Some factors that result from their seclusion are their domestic life, clothing and diet. The Yanomamo’s physical environment consists of villages that usually contain their kin and lineages. The villages consist of about fifty people. In these villages they have a communal system, where they all live under one common roof called the shabono. The shabonos are an oval shape hut with covering around the edges but open ground in the center. The roof is supported by posts which signify each family’s individual areas. These habitats are built from raw materials from the surrounding jungle, such as leaves, vines and tree trunks. Unfortunately, when horrific conditions, such as weather and infestation of insects and animals occur, shabonos are very susceptible to damage. As a result, shabonos are rebuilt every one to two years. Not only do the Yanomamo use nature for their shabonos, they also depend on the forest for their â€Å"slash and burn† horticulture. â€Å"Slash and burn† horticulture is when they cut and burn forests to create fields for agriculture. When the areas become overused they from the â€Å"slash and burn† horticulture, the Yanomamo use shifting cultivation. Shifting cultivation is an agricultural system in which plots of land are cultivated temporarily, and then abandoned. This requires clearing a piece of land followed by several years of farming in order to loosen the soil for fertility. The Yanomamo are known as hunters, fishers, and horticulturists, cultivating as their main crops plantains and cassava. Another food source for the Yanomamo grubs. Traditionally they did not farm, and the practice of felling palms in order to facilitate the growth of grubs was their closest approach to cultivation. The conventional diet of the Yanomamo is low in salt, which makes their blood pressure the lowest of any cultural group on the planet. Historically, the Yanomamo were known as endocannibals. Endocannibalism is a rare form of cannibalism that usually occurs after death. The body of the deceased is burned in a remote region away from the village. The remaining bones and ash are then made into a fine powder which is then mixed into the juice of a plantain to make a beverage. This beverage is consumed by the deceased person’s relatives. This is called â€Å"drinking of the dead† which is thought to be the way for the deceased person’s soul to enter the body of their living descendants. They believe that this proves them with a spiritual and physical strength so they can fight the evils of the jungle. Another way that the Yanomamo connect with the spirits of the jungle is by taking hallucinogens. Hallucinogenic drugs are taken on a daily basis, because drugs are commonly available from the jungle. Some aspects found in nature that can be made into many different drugs are; the yakowana tree and the hisiomo tree. The yakowana trees bark is ground into snuff powder with they use to snort. The hisiomo trees seeds are packed into a cigar shaped and traded among the villages. One drug that is taken every day by the Yanomamo is called yopo. Yopo is made by grinding several natural roots and vines that are gathered in the rainforest. It is consumed by blowing the powder into another Yanomamo’s nostrils with a long tube called a mokohiro. Using this drug is very painful and causes blinding pains in the head and nausea. After they have achieved a trance state, they communicate with the spirit world and relate what they are seeing with chanting and dancing. This is one way that the Yanomamo connect with their fellow neighbors. Another way the Yanomamo unite with each other is through celebration. They celebrate a good harvests with a big feast to which nearby villages are invited. This celebration helps to maintain good relations with their neighbors by sharing their harvest. During the celebration, they decorate their bodies with feathers and flowers, eat a lot of food and the women dance and sing all night. These two aspects of the Yanomamo culture not only shows their social organization with fellow tribes but also their ideological aspects of culture. The technological advances of the Yanomamo include; baskets, wooden spears, arrow points, fire making sticks, quivers, bows and arrows, and blow guns. The women weave and decorate the baskets. They make both flat baskets and burden baskets which are carried by a strap around the forehead. Fire sticks are still often used to make a fire. The men carry quivers containing extra carved wooden spear and arrow points when they are out hunting. Around the outside of the quiver they also tie the fire making sticks. Making fire with sticks is a long and arduous process requiring skill and agility. Each quiver contains a bow and three arrows, which are designed to hunt small game. In order to make a blown gun, a piece of cane is used as the shaft which must be long and straight. A mouthpiece is added to one end of the cane which is cut or carved from wood. The darts for the blow dun are made by sharpening fibers and balance on the end with either cotton or the fiber of the kapok tree. They often use poison on the ends of the darts. They get this poison from a frog that inhabits there. After an extensive assessment of the life of the Yanomamo culture it is evident to me that the physical and social environment influenced their way of life tremendously. The location of the Yanomamo is a key role in their lifestyle based on the resources available to them including food sources, raw materials and supplies. If they didn’t live in their initial environment, nothing would be the same. By living in this environment, their culture has already established their lifestyles through surroundings due to the shabonos and way of agriculture. The way the shabonos are built cause the Yanomamo to become close with one another to become one big tribe. Without their way of agriculture, the Yanomamo’s wouldn’t consume the same foods, or even hunt the same way. Hallucinogens are another aspect that contributes to the physical environment. Without their environment, drugs wouldn’t be so prominent and their whole way of connecting to the spirits would change. Lastly, technology would change since they make their baskets and quivers out of nature resources found in their environment such as wood and cane. The social environment of the Yanomamo also plays a big part in their culture. The Yanomamo do hallucinogens with fellow neighbors to connect to the spirits and also forms a sense of belongingness with each other. When they do the hallucinogens they come together and connect to the spirits as one with song and dance. Aside from that, they also unite with each other through celebration. They celebrate a good harvests with a big feast to which nearby villages are invited which helps to maintain good relations with their neighbors. If the Yanomamo didn’t share their harvest with each other, they wouldn’t have as much food as they do and wouldn’t be able to survive alone. The Yanomamo use both physical and social environments in order to prosper and thrive in life.

Development of Tourism in Thailand

Development of Tourism in Thailand With reference to relevant academic and trade sources, explain the provision of your topic within your chosen destination and suggest how it may develop in the future. Introduction Volunteer tourism is when travellers visit any countries to do voluntary work in order to help the communities. The voluntary workers mainly target young children and elderly people. Volunteer work can be done by any individuals and in any countries. According to (GVI, 2014) volunteer work can be done by individuals who are 18 and over and are currently on a gap, seeking for work experience etc. (GVI, 2014) stated that in Thailand are looking for many volunteer workers around the globe and they are offering many volunteer works such as Teaching, Health Care, Child Care etc. By attending a volunteer work in teaching in Thailand for example, the individual are able to help the children with education and also provide them with good education. According to (TEFL, 2014) the volunteer workers will also have benefits such as they will gain confidence, meet new people, learn a new language, gain new skills, experience and many more. Volunteer tourism gives people the opportunity to travel t o travel countries and change people’s lives who are struggling to make something out of their living. This will also give the volunteer workers satisfaction since they gain experience that benefits them in the future. How many people visit Thailand each year? (Go Overseas, 2014) has stated that Thailand has become of the Top Ten most visited country on earth. This is due to the fact that Thailand is such a beautiful country to visit and the tourists are able to experience this from volunteer work as well a mutual visit to Thailand. According to (Katka Lapelosova, 2014) Thailand is a good country to spend voluntary work in since the place has beautiful scenery where the voluntary workers are able to enjoy from. Depending on the voluntary work the workers will have their own accommodation and they will cost at a low fare or sometimes nothing at all. (Go Overseas, 2014) has also stated in 2013 26.5 million people have visited Thailand which makes Thailand a popular place to visit. This is also due to a very low cost of living where the volunteer workers do not have to spend a lot of money for their accommodation. In Thailand volunteer project with the children is the most popular programme since the workers and the children tend to be satisfied with this programme. (Go Overseas, 2014) also argued that English teachers make an encouraging influence to the children. (Open Mind Project, 2014) has stated that over 70 volunteer workers visit Thailand per year to carry out a volunteer programme. Since many volunteer workers visiting Thailand it will make Thailand better and satisfied place to visit. According to (Polly Dean, 2015) people visit Thailand to experience what their culture is like and their culture is easily adaptable by any individual. (Polly Dean, 2015) also stated that living cost is very cheap which means accommodation is not a problem and Thai food is something that everyone enjoys. Every year more people visit Thailand in respect to volunteer tourism or just a mutual visit to the country. How much is it worth to the Economy (Mack Alvin, 2013) argued that Volunteer Tourism is a new trend where people tend to enjoy their time being at the chosen destination and their chosen programme. For example, in Thailand there are few programmes available that can be chosen by the travellers. Volunteer tourism can bring the volunteers enjoyment such as they are able to go around the city where they are spending their time in. It will also give the volunteer workers to learn Thailand’s culture and the great surroundings such as the mystic Temple, Rainforest etc. The volunteer work often run among 2-3 weeks five days being the volunteer work and weekends will be the days where the volunteer workers are able to investigate the place. The volunteer work has a great impact in the economy since the price of taking part in volunteer work is really cheap or sometimes free depending on the service. Mean time while doing volunteer work over the period of 2-3 weeks the volunteer workers can also visit around the place. It is a holiday for fewer prices and the individual is also able to gain new skills and experience. (Friends For Asia, 2015) also specified that for example, carrying out English Education Volunteer programme in Bangkok and Chiang Mai will save the volunteer workers money on travelling expenses and accommodation. As this will get more and more popular in the future people will prefer this as a choice since it will help the people gain experience and visit the destination at the same time it is like â€Å"Holiday with Benefits†. It will cause an impact to the travel agents and travel companies as people in the future may choose to go this way and this will could convince the travel agents and online travel website to reduce their prices for holiday destinations. Why can this be important and interesting? There are many things the volunteer workers are able to benefit from. In Thailand English Education programme is most popular where more of the people are applying for this particular programme. The volunteers are can get to know the background of the children and realise how these children are struggling for living, food and education as this will be a life changing experience for the volunteering individual. According (Nancy McGehee, 2010) volunteer work overall is a life changing experience where the workers are able to meet new people and children who are less fortunate in terms of food and education. According to (Tomazos and Buttler, 2009) the number of volunteer tourism projects increased dramatically in the Top-Ten countries. In the year 2003 there were 223 volunteer projects and in 2007 the amount of available projects increased significantly to 1,741. The reason for the increase is due to more and more people are willing to participate in these projects as their as showing a real interest in volunteer tourism. (Tomazos and Buttler, 2009) has argued that due to the importance and interest shown by the people who are willing to take part in volunteer tourism there is now 146 volunteer tourism organisations around the world and they distribute thousands of volunteer tourists every year. Volunteer tourism is a very interesting way of getting to know other people, tradition, societies and culture. Volunteer tourism provides tourists with a life changing opportunities to work with people who are different to their tradition and cultures. According to (Jenny Morgan, 2010) It is an inspirational opportunity which will change the volunteer workers mind in a positive way and it will help them be more social aware and increase their understanding of the cultures. Being able to participate in the volunteer tourism project will change the person who we are right now and will ensure that we can adapt in any situations in the future of our life. Developing the destination further There are many destinations in Thailand that are offering many volunteer projects. In Chiang Mai there are many volunteer projects such as English teacher, volunteering with Elephants, Wildlife and Community Expedition. However, according to (GVI, 2014) the best place to do volunteering in Thailand is Phang Nga. In Phang Nga there are many volunteer projects where volunteers are able to take. The projects which are available in Phang Nga according to (GVI, 2014) are Thailand Coastal Marine Expedition, Healthcare, Community Development Expedition, Learn Thai and many more. Phang Nga is not only well know due to the reason that there are many volunteer projects which are interesting, the reason being that Phang Nga is a tourist attracting province. Phang Nga is situated in south of Thailand and this where the real beauty of Thailand starts. Volunteer Tourist have benefits when choosing to do volunteer projects in Phang Nga as the volunteers are able to get experience from their volunteer projects and they get to visit the attraction in Phang Nga such as Mountains, stunning scenery and national parks. According to (UNWTO, 2014) few crucial parts of Phang Nga was destroyed by Tsunami in 2004. In 2004 Phang Nga was yet the leading province to visit in Thailand. As Tsunami destroyed some areas in Phang Nga the community was left devastated. (UNWTO, 2014) stated when Tsunami destroyed the areas in Phang Nga, Thailand faced loss and they had to build the areas that has been destroyed from scratch. According to (UNWTO, 2014) it took them 2 years to build the crucial parts of the areas and they received funding from European countries and their government. In 2006 Phang Nga becoming developed and it became even better than it was before. Volunteer Tourist visit Phang Nag every year to experience the beauty of Thailand and gain experience and provide support to the Phang Nga community. Growth of Volunteer Tourism (Douglas McGray, 2009) has argued that people who are sitting around at home and not making use of their time such as an individual without a job. However people like that have an opportunity to change and turn around their life and this is by applying to a volunteer tourism project around the globe. The growth of Volunteer Tourism increased due to individual who are free are not willing to waste their time and use their time to help others who are less fortunate and gain some vital experiences themselves. (Natasha Stein, 2015) has argued that market value for volunteer tourism is  £1.3 billion. Since there is a demand for volunteer tourism there are organisations that offer a short term volunteer work. Organisations who offer volunteer projects make good profit. (Natasha Stein, 2015) also stated that people tend to take these projects a holiday. From a survey that has been carried out by (Natasha Stein, 2015) gathered that 300 organisations have offered Volunteer Tourism to 1.6million volunteer tourists. The organisations have great benefit over this type of tourism since now days many people prefer this type of tourism and when more people are interested in Volunteer Tourism means more customers for the organisations which means more profit. (Ritwik Deo, 2013) stated that gap year has increased from the past few years and this is due to students are willing to take part in volunteer tourism so that they are able to explore the place there are going to volunteer for and gain experience which will help them in the future. This shows that Volunteer Tourism has increased in the past years and there is demand for this type of tourism since people are willing to take part and learn something new as well as helping the less fortunate. In the future the demand for this type of tourism will still rise according to the amount of peop le interested in taking part. Conclusion Overall, Volunteer Tourism is a great opportunity to gain vital skills and gain experience. However there are downfalls according to (Natasha Stein, 2015) such as volunteers not meeting or having the necessary skills required, replacing unpaid workers and not showing interest at all. ( Natasha Stein, 2015) argued that few volunteer workers come in on their first they and they do not like the environment or the project and they do not turn up the next day. This will cause frustration since instead of the not interested volunteer workers they could have been replace by someone who enjoy the project and has potentials. However, besides the negatives Volunteer Tourism is beneficial with different varieties of projects that best suits the individual. Volunteer Tourism is very demanding since people are choosing this type of tourism over others. According to (Franziska, 2010) Volunteer Tourism is a valuable perception as this offers many opportunities to individuals. As the numbers of inte rested Volunteering Tourists are growing so are the organisations, the concept of Volunteer Tourism is ‘Gaining Little but Giving A Lot’. Volunteer Tourism is something that benefits everyone therefore Volunteer Tourism will keep growing in the future. References: http://www.gvi.co.uk/volunteer-in-thailand/ http://www.i-to-i.com/why-do-people-volunteer.html http://www.gooverseas.com/volunteer-abroad/industry-trends/annual-report http://matadornetwork.com/change/7-reasons-thailand-best-place-practice-voluntourism/ http://www.openmindprojects.org/ http://www.investopedia.com/financial-edge/0113/how-voluntourism-can-save-you-money.aspx http://www.volunteerthailand.org/ http://www.voluntourism.org/news-studyandresearch62.htm https://voluntourismgal.files.wordpress.com/2011/08/voluntourism-give-a-little-gain-a-lot.pdf http://biodiv.unwto.org/content/thailand-biodiversity-and-tourism-development-phang-nga-province http://www.travelandleisure.com/articles/going-the-distance-february-2004 http://www.travelmole.com/news_feature.php?news_id=1151074 http://www.independent.co.uk/voices/comment/the-tragic-rise-of-gap-year-voluntourism-8473608.html http://www.goabroad.com/articles/volunteer-abroad/the-versatility-of-volunteering-in-thailand http://www.tourism-master.nl/2010/09/24/volunteer-tourism-a-mutually-beneficial-concept-or-an-exploitation-of-local-communities/

Analysis of an Advertisement Essay -- Business Marketing Analysis Medi

Analysis of an Advertisement   Ã‚  Ã‚  Ã‚  Ã‚  We live in a fast paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audience openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement you must use their product. This is not a new approach, nor is it unique to this generation, but never has it been as widely used as it is today. There is an old saying 'a picture is worth a thousand words,' and what better way to tell someone about a product than with all one thousand words, that all fit on one page. Take for example this ad for Hennessy cognac found in Cosmopolitan, which is a high, priced French liquor. This ad is claiming in more ways than one that Hennessy is an upscale cognac and is 'appropriately comp lex' as well as high-class liquor. There are numerous subliminal connotations contingent to this statement. One being that the three people depicted in this advertisement are all extremely good looking, and well dressed. Hinting to the fact that people who drink this liquor are of a high caliber. Secondly, the people in this advertisement are all middle-aged professionals, a designer, an architect and a demolition expert. All three of Which are very hard, demanding, and we...

Othello Essay -- essays research papers

One of the most interesting and exotic characters in the tragic play "Othello," by William Shakespeare, is "Honest" Iago. At first glance, Iago seems to be the essence of "motiveless malignity." However, despite Iago's unquestionable malignancy, the motivation behind his actions lie more in Iago's quest for personal gain, as opposed to just being evil for evil's sake. Iago's rapacity can be validated by examining his manipulation of Roderigo, Cassio and, most importantly, Othello. Iago's main interest is the destruction of Othello. The reason being that Othello has chosen another man, Cassio, as his second-in-command, preferring him to Iago. This resentment, accompanied by Iago's fabricated accusations of adultery and his blatant racism, cause Iago to despise the kindly moor, and shortly thereafter, begin to conspire against him. Because Iago is much too smart to immediately kill Othello, he proceeds with the arduous process of dismantling him emotionally. Iago also knows that he must distance himself from any of the harrowing occurrences that transpire, so he cleverly gets other people to do his dirty work. The first to fall victim to Iago's illiberal manipulation, is the half-witted Roderigo. Iago knows Roderigo is consumed by lust for Desdemona, and would do anything to make her his own. Iago tells Roderigo that the only way to win Desdemona's love, is to make money to procure gifts for her. "...put money in thy purse.." (Act 1,...

The Supernatural in Hamlet and Macbeth Essay -- GCSE English Literatur

The Supernatural in Hamlet and Macbeth  Ã‚        Ã‚   In both Hamlet and Macbeth, the supernatural plays a very important role. Supernatural elements are crucial to the plot and they also have a more thematic part as well. Shakespeare presents the ghost in Hamlet, and the witches and ghost in Macbeth, as disrupting elements that not only enhance drama, but also tear apart the existing order of things. They force the title character of each play to undergo their own internal struggle that grows from their insecurity of living up to the image of a man.       First, let us consider Hamlet. The presence of the supernatural takes center stage at the beginning with a dramatic appearance of the ghost of Hamlet's father. Although the ghost does not speak, his presence is seen and already disrupts. It is in later in this first act where the ghost plays it's first and most crucial part. In Scene V of act I, Hamlet and his father's Ghost appear together and alone. The ghost says, "A serpent stung me, so the whole ear of Denmark/Is by a forged process of my death/Rankly abus'd"(I.v.36-38). The first seed of disrupting things (both Hamlet's identity and Denmark) is planted here. The ghost's words make it clear that his murder was not only a crime against him, but also a crime against the land.       The core of the play then unfolds from the actions and words of this ghost. Hamlet's revenge against his uncle is certainly fueled by the ghost's words, but the ghost seems to serve a more subtle and internal part here. In the famous "To be or not to be" soliloquy (III.i.55-88), Hamlet makes it clear his is not only unsure of what action to take, but unsure of himself as well. It seems his father's aberration confuses Hamlet ... ...e serves as ghosts in the machine of the character's life. And it is that which really kills them or drives them to their death in the end.    Works Cited and Consulted: Bloom, Harold. "Introduction." Modern Critical Interpretations: Hamlet. Ed. Harold Bloom. New York City: Chelsea House Publishers, 1986. 1-10. Bradley, A.C. "The Witch Scenes in Macbeth." England in Literature. Ed. John Pfordesher, Gladys V. Veidemanis, and Helen McDonnell. Illinois: Scott, Foresman, 1989. 232-233 Goldman, Michael. Critical Essays on Shakespeare's Hamlet. Ed. David Scott Kaston. New York City: Prentice Hall International. 1995. The Riverside Shakespeare: Second Edition Houghtom Mifflin Company Boston/New York   G. Blakemore Evans and J.J.M Tobin eds. Shakespeare, William. Macbeth. Edited by Norman Sanders. Cambridge: Cambridge University Press, 1984      

Cmi Level 7 Unit 7006

1. Identify the current strategic aims and objectives 2. Undertake an evaluation of the component parts of a strategic plan 3. Analyze the factors affecting the strategic plan The history of Harley-Davidson began in 1903, in a 10†² x 15†² shed located in the Davidson family's Milwaukee backyard. The Davidson brothers – William D. , Walter, and Arthur – and William S. Harley crafted their first motorcycle using the best tools they had available – mostly their hands and their ingenuity. Since that time Harley-Davidson has learned many lessons on how to operate a business.We are focused on providing our customers with not just a quality product, but also an overall experience. Our mission statement is as follows: honesty, integrity and personal growth in all of our dealings with stakeholders. Our values are the rules by which we operate. At Harley-Davidson, we are equally committed to a corporate vision that mandates how we run our business. Within this vi sion we emphasize the relationships that we deem crucial to our success, including our relationships with customers and suppliers. Our vision states: HARLEY-DAVIDSON, INC.IS AN ACTION-ORIENTED, INTERNATIONAL COMPANY, A LEADER IN ITS COMMITMENT TO CONTINUOUSLY IMPROVE OUR MUTUALLY BENEFICIAL RELATIONSHIPS WITH STAKEHOLDERS (CUSTOMERS, SUPPLIERS, EMPLOYEES, SHAREHOLDERS, GOVERNMENT, AND SOCIETY). HARLEY-DAVIDSON BELIEVES THE KEY TO SUCCESS IS TO BALANCE STAKEHOLDERSi INTERESTS THROUGH THE EMPOWERMENT OF ALL EMPLOYEES TO FOCUS ON VALUEADDED ACTIVITIES. Doing Business With Harley-Davidson Our vision is our corporate conscience and it helps us to eliminate short term thinking, such as â€Å"cashing in† on the intense demand for our motorcycles by giving quantity precedence over quality to save a few dollars per unit.It also encourages every employee in our organization to be acutely aware of his or her role in satisfying our stakeholders. Harley-Davidson has become the world leade r in the super-heavyweight (850cc+) motorcycle market because of our unwavering commitment to continuously improve upon the superior quality of our products. This quality commitment is built on the satisfaction of each and every customer, internal and external, including everyone from our production line employees to our end users.This belief is captured within our quality policy statement: HARLEY-DAVIDSON IS COMMITTED TO CONTINUOUS IMPROVEMENT TO REDUCE WASTE, DEFECTS AND VARIABILITY IN EVERYTHING WE DO, WHILE STRIVING TO MEET / EXCEED CUSTOMERS' EXPECTATIONS. It is the goal of Harley-Davidson to satisfy our customers by not only meeting, but also exceeding their expectations and by giving them superior value for their money. We can accomplish this only if you, as a Harley-Davidson supplier, embrace our company's values and commitment to quality to the extent that we do.Our hope is that you will see reward in satisfying our customers, which are also your customers. Please remember you are not simply selling your products to Harley-Davidson, you are selling them to our customers. 1. Apply a range of strategic analysis tools to audit progress towards strategic aims and objectives 2. Review and assess the expectations of all stakeholders and their influence upon the organizational strategy 3. Analyze, interpret and produce a structured evaluation of organizational strategic positionHarley Davidson has always been known for its differentiated products that have continuously stood out from the norm. This has a lot to do with strategies Harley uses to promote its products and services. Some of the key strategies used throughout 2013 were the promotion of its 110th Anniversary Special Edition Motorcycles and the worldwide Open Road Tour used to advertise their current production line. The stunning 2013 model 110th Anniversary Harley-Davidson motorcycles, which feature rich new paint schemes and special 110th Anniversary identification has been an instant success.Eve ry 2003 motorcycle in the line-up has been designated a 110th Anniversary model. The company has extended the model year to 14 months to give even more customers the opportunity to own a piece of Harley-Davidson history. The Anniversary celebrations began back in late 2011 as the Open Road Tour made its way to Atlanta, Baltimore, Los Angeles, Toronto and Dallas/Fort Worth. The festivities then traveled overseas to Sydney, Tokyo, Barcelona and Hamburg. Billed as the world’s largest rolling birthday party, the Open Road Tour brought the Harley-Davidson experience full throttle to riders and enthusiasts around the world.Receiving worldwide exposure at minimal advertising costs, the Open Road Tour has been a complete success, thus allowing Harley’s unique and differentiated products to be seen up close around the world. Additionally, Harley-Davidson established the Harley Owners Group (HOG) in 1983 in response to a growing desire by Harley riders for an organized way to sh are their passion and show their pride. By 1985, 49 local chapters had sprouted around the 12 country, with a total membership of 60,000.Now in 2013, the promotion of the 110th Anniversary has allowed the membership to include over 1200 chapters and close to 800,000 members. HOG has played a major role in the success of the 110Th Anniversary celebration. This one of a kind, unique strategy which started 20 years ago by Harley and its members, has grown tremendously and will continue to play an important role in the future success of the company. Strategies such as these implemented by internal management and carried out by dedicated customers and members are one of the most precious assets a company can ever dream of.That is the Harley way!! Furthermore, the key strategies relating to the distribution channels have allowed Harley-Davidson the world-wide exposure needed to market its product with tremendous success and demand that has always seemed to exceed supply. To date, there ar e more than 1300 independent dealers worldwide. Over 630 are within the United States alone. Recognizing that to grow sales will take more than just an increase in capacity, the company’s aim has been to add 20-30 dealers per year to grow the dealer network, with an increase of roughly 5-10 domestically and the balance internationally.In addition to its dedicated dealer network, the company also uses smaller, occasionally temporary retail outlets in high-traffic areas, such as airports, to sell accessory products like apparel, collectibles, and licensed products. This gives Harley the additional exposure needed without having to spend millions on other forms of advertising. In order to effectively analyze Harley Davidson, we wanted to present a breakdown of the different price ranges offered based on the current list of the five classes of heavyweight motorcycles produced under the Harley Davidson name. BusinessHarley-Davidson, Inc. was incorporated in 1981, at which time it purchased the Harley-Davidson ® motorcycle business from AMF Incorporated in a management buyout. In 1986, Harley-Davidson, Inc. became publicly held. Unless the context otherwise requires, all references to the â€Å"Company† include Harley-Davidson, Inc. and all of its subsidiaries. The Company operates in two segments: the Motorcycles ; Related Products (Motorcycles) segment and the Financial Services (Financial Services) segment. The Company's reportable segments are strategic business units that offer different products and services.They are managed separately based on the fundamental differences in their operations. The Motorcycles segment designs, manufactures and sells at wholesale heavyweight (engine displacement of 651+cc) Harley-Davidson motorcycles as well as a line of motorcycle parts, accessories, general merchandise and related services. The Company's products are sold to retail customers through a network of independent dealers. The Company conducts business on a global basis, with sales in North America, Europe/Middle East/Africa (EMEA), AsiaPacific and Latin America.In 2009, the Company decided to exit its former Buell product line and ceased production of Buell motorcycles. The sale of remaining Buell motorcycle inventory to independent dealers and/or distributors was substantially completed during 2010. The majority of independent dealers continue to provide ongoing service and replacement parts to Buell owners. In 2010, the Company completed the sale of MV Agusta (MV). The results of MV have been presented as a discontinued operation for all periods. The Motorcycles segment discussion that follows is specific to the Harley-Davidson brand unless otherwise specifically noted.The Financial Services segment consists of Harley-Davidson Financial Services (HDFS). HDFS provides wholesale and retail financing and provides insurance and insurance-related programs primarily to Harley-Davidson dealers and their retail customers. HDFS conduct s business principally in the United States and Canada. Harley-Davidson, Inc. , SWOT Analysis * Overview Harley-Davidson, Inc. (Harley-Davidson) designs, manufactures, and sells heavyweight motorcycles. The company markets, its products in North America, Europe, Asia/Pacific and Latin America.The company’s strong brand image, coupled with its wide range of products, helps it to be a front-runner in the industry. However, dependence on the domestic market and product issues are a few areas of concern to the company. Nonetheless, expansion in global markets, especially Asian markets, and launch of new models could ensure a strong future for the company. New emission standards for two wheelers and the prevailing competition could negatively impact the company’s growth. Harley-Davidson, Inc. SWOT Analysis| Strengths| Weakness| Strong Brand ImageBroad Product and Service PortfolioFocused Research and Development Activities| Product Recalls/IssuesDependence on the Domestic M arket| Opportunities| Treats| Global ExpansionNew Product LaunchesRestructuring Plans| New Emission Standards for Two WheelersProcurement of Raw MaterialsCompetitive Landscape| * Strengths Strong Brand Image Harley-Davidson owns one of the strongest brands in the world, which helps it attract and retain a loyal customer base.The company established a strong brand image with its motorcycles achieving iconic status and being ranked among the world’s most valuable brands. Harley-Davidson has been continuously ranked among the top 100 global brands in the world. The company holds 55. 7% share in the US heavyweight market; and is ranked No. 1 or No. 2 in the heavyweight motorcycle market share in nine countries across Europe. Harley-Davidson’s motorcycles are known for their traditional styling, design simplicity, durability and quality.The company achieved industry recognition for its high quality, best design, robust performance and unflinching customer confidence, loyalt y and trust of its products and services. The Harley-Davidson brand has significantly contributed to the success of the company by building strong market recognition and a loyal customer base. Broad Product and Service Portfolio Harley-Davidson offers a broad array of products and services through its two business segments, namely, the Motorcycles ; Related Products segment and the Financial Services segment.The company offers a variety of products in the motorcycle segment to cater to the various needs of its customer base. Harley-Davidson designs, manufactures and sells heavyweight touring, custom and performance motorcycles, besides a line of motorcycle parts, accessories, general merchandise and related services. Harley-Davidson is well known for its unique motorcycles. Its subsidiary, Harley-Davidson Motor Company (HDMC), manufactures five families of motorcycles, namely, Touring, Dyna, Softail, Sportster and V-Rod.These models are distinguished by their frame, engine, suspensi on, and other characteristics. The company shipped 233,117 motorcycles in the fiscal year ended December 2011, comprising 39. 5% Touring motorcycle units, 39. 2% Custom motorcycle units, and 21. 3% Sportster motorcycle units. Through Harley-Davidson Financial Services (HDFS), the company offers a package of wholesale and retail financial services for its products, providing it a competitive edge in the motorcycles business in the US and Canada regions. HDFS financed 51% and 30. 4% of the new Harley-Davidson otorcycles retailed by independent dealers in the US and Canada respectively in 2011. HDFS provides wholesale financial services to Harley-Davidson motorcycle dealers, including floor plan and open account financing of motorcycles and motorcycle parts and accessories. These specific services provide a competitive edge to the company in capturing a higher market share and enhancing its bottom line. Focused Research and Development Activities Harley-Davidson has a strong research a nd development unit that facilitates innovation and attracts industry attention.Its Product Development Center (PDC) undertakes the development of new and better quality products. The company spent $145. 4m, $136. 2m, $143. 1m and $163. 5m in the fiscal years ended December 2011, 2010, 2009 and 2008 respectively on research and development activities. Harley-Davidson’s continuous focus on R;D helped the company in launching innovative products such as Softail motorcycles with 1584 cc engine with new features such as new hand controls, a larger odometer, and an anti-lock braking system option.Continuous research and development activity enables the company to maintain a leading position in custom and touring motorcycle market and develop products for the performance segment. Focused R;D activities enable the company to offer innovative products and improve its operational performance. * Weaknesses Product Recalls/Issues Product recalls/issues not only affects the companyâ€⠄¢s current revenue, but could also affect its long-term performance by reducing customer confidence.In February 2012, Harley-Davidson launched a repair service campaign to fix faulty brakes in about 1,228 units of 12 models, including the Road King and the Electra Glide Ultra Classic. In October 2011, the company initiated a world-wide recall affecting over 308,000 units of its Touring, CVO Touring and Trike motorbikes. The company made this recall owing to a potentially dangerous glitch with their braking systems, where in the problem with a switch on the bikes could cause the brake lights to stop working, or may even cause the rear brakes to fail.Such recalls would hamper Harley-Davidson’s brand image and have a significant impact on its product sales. Dependence on the Domestic Market Harley-Davidson focuses predominantly on the US and generates a major part of its revenue from that market, which could increase its business risk. For the fiscal year ended December 2011, t he company’s Motorcycles business reported revenue of $4. 67 billion comprising 67. 7% revenue generated from the US, 16. 8% from Europe, 4. 9% from Japan, 3. 3% from Canada, 3% from Australia and 4. 3% from Other foreign countries.In 2011, its Financial Services business reported revenue of $649. 44m comprising 95. 3% from the US, 0. 7% from Europe and 4% from Canada. Such geographical concentration makes Harley-Davidson vulnerable to the risks of economic downturn in any single market. * Opportunities Global Expansion Harley-Davidson has huge opportunities for growth in the overseas market. In October 2011, the company opened a new permanent Latin America headquarters in Miami, Florida, the US. Through this new headquarters, the company can expands its focus on customers in Latin America.In the fiscal year ended December 2011, retail sales of Harley-Davidson motorcycles from the international markets witnesses a rise of 6. 1%. The rising demand in Europe, Asia, Australia, L atin America and Africa offers huge potential for the company. In 2011, Harley-Davidson completed its second CKD (complete knock down) assembly plant in India to further strengthen its operations in the Asia-Pacific region. In 2010, the company opened a 1,000 square meter showroom in Beirut. This is the first and only showroom in the Levant which includes six-station service facilities with staff trained by the company.In a bid to garner a higher market shares in these regions, the company already refined its business and marketing strategies that are attuned to local customer preferences. Focus on international expansion would help the company enhance its business aggressively and reap greater benefits. New Product Launches Harley-Davidson could benefit from its new product launches. The company intends to explore new methods to enhance its value by introducing new products, which provide an edge over other players in the market.In February 2012, Harley-Davidson launched two new mo torcycle models, namely, the Seventy-Two and the Softail Slim, further strengthening its heavyweight custom offerings. In July 2011, the company offered its customers an H-D1, a comprehensive set of customization tools. In January 2011, the company introduced new Softail motorcycles with 1584 cc engine and through its Touring motorcycles line, the company introduced Electra Glide Classic, Road King, Road King Classic, Ultra Classic Electra Glide and Electra Glide Ultra Limited touring bikes.The company’s 2010 models include nine new domestic models of heavyweight motorcycles. New model launches could help the company sustain its leadership position in the highly competitive automotive industry. Restructuring Plans Effective 2009 – 2010, Harley-Davidson announced a series of restructuring measures, which focused on reducing administrative costs, eliminating excess capacity and exiting non-core business operations.In 2009, as a part of the restructuring plan, the company consolidated engine and transmission plants, closed a distribution facility, discontinued the domestic transportation fleet, consolidated vehicle test facilities, and exited the Buell product line. In September 2010, the company’s unionized employees in Wisconsin ratified three separate new seven-year labor agreements, which take effect in April 2012 when the current contracts expire. The new contracts would allow flexibility and increased production efficiency.Harley-Davidson also repurchased expensive debt worth $300m and is expected to save $45m annually for three years. In December 2011, the company announced plans to cease its operations at New Castalloy, its Australian subsidiary producer of cast motorcycle wheels and wheel hubs; and source those components through other existing suppliers. This move was made in line with its overall strategy to develop world-class manufacturing capability throughout the company by restructuring and consolidating operations for greater competitiveness, efficiency and flexibility.Such restructuring initiatives by Harley-Davidson are expected to improve its operational performance in the long-run. * Threats New Emission Standards for Two Wheelers Harley-Davidson could face increased challenges in its two wheeler business due to the stringent emission standards. According to Dealernews. com, motorcycle industry stakeholders in Europe announced plans to increase EURO 3 emission standards to more stringent EURO 5 standards by 2015. Association des Constructeurs Europeens de Motorcycles (ACEM) is likely to introduce EURO 3 standard for mopeds and Euro 4 standard for motorcycles by 2012.It also proposed the introduction of more stringent emission test cycle, and EURO 5 standard for motorcycles by 2015. Such implementations might require the company to redesign its vehicles, which could result in increased operating costs. Failure to comply with the standards could result in penalties and affect its profit margins. Procu rement of Raw Materials Harley-Davidson relies on suppliers to obtain raw materials and provide components for use in manufacturing its motorcycles. It depends on a single supplier for certain of its raw materials.Such a situation makes the company’s business dependent on the ability of the supplier to deliver the ordered raw materials in time. The rising input costs could also have a major impact on the operational costs of Harley-Davidson. Increasing pressure of the costs of commodities leads to capacity constraints, lower production and financial distress to raw material suppliers. In case of a delay in receiving the raw materials, product delivery to its customers could also get delayed, which impacts its business and customer relations.Competitive Landscape Harley-Davidson manufactures motorcycles in the US, Canada, Europe, and Asia. Many of the company’s competitors have more diversified businesses and they may compete in the automotive market or all segments of the motorcycle market. Its motorcycle retail prices are generally higher than that of its competitors. If price becomes a crucial factor for consumers in the heavyweight motorcycle market, Harley-Davidson would be at a competitive disadvantage.Moreover, its financial services operations face stiff competition from various banks, insurance companies and other financial institutions that may have access to additional sources of capital at more competitive rates and terms, particularly for borrowers in higher credit tiers. The company’s failure to address and respond to these competitive pressures worldwide would have a material adverse effect on its market share. 1. Identify and develop a range of alternative strategic options to meet strategic aims and objectives 2. Determine and justify the strategic option that meets the revised strategic position

PUMA Marketing Essay

Executive Summary The multi-billion global sportswear industry is a highly competitive sector that is continually evolving. Two of the largest players in this industry are Nike Co., which holds 37% market share, and PUMA with 7% market share. Objectives To support its growth target to $23 billion by 2011, Nike intends to expand its market penetration in India, China, Brazil, and other emerging economies. To achieve this end, the company plans to create brands that are tailored-fit to different markets. PUMA , on the other hand, targets regional and product type expansion. The company has drafted a five year plan to reach this goal. Positioning/Product/Service/Price Strategy Analysis These leading manufacturers have differing approaches in their marketing strategies. Nike has poised itself as an innovator of high quality sportswear, making sports as part of an active lifestyle. It invests heavily in advertising and marketing campaigns to create brand power and awareness. The Nike name is associated wit h quality, success, and greatness. As a result of its successful marketing strategies, Nike has become part of sports culture. Its products are categorized under basketball, soccer, women’s, running, men’s, sports culture, and others. For the year ended December 31, 2007, Nike reported revenues of $16 billion, where more than half of which came from its athletic footwear division. On the other hand, Puma has positioned itself as a manufacturer that combines functionality with style, creating a niche among the fashion-conscious sports enthusiasts. It cooperates with designers from strategic markets, like Japan, to come up with designs that meet the company’s goal of providing stylish sportswear that appeal to the high-end market. Its business is segmented into footwear, apparel and accessories. For the fiscal year 2007, PUMA reported revenues of $2.4 billion, where sixty percent of which was earned from footwear. Market Analysis Both Nike and PUMA target eighteen to thirty-five year old males and females globally. Despite the similarity of its market, the two companies attract different sorts of consumers. Nike has a strong consumer base for its performance shoes, while PUMA’s strength lies on its cas ual shoes. Distribution Strategy Analysis Distribution reach is a key factor for the success of Nike and PUMA. Nike is headquartered in Oregon, and distributes its products in about twenty-two thousand locations with eleven central distribution centers. This extensive reach allows Nike to be available to the most number of people around the world. Puma is based in Herzogenaurach, Germany, with distribution channels in more than eighty countries worldwide. However, it is largely concentrated in the European region, resulting to a lower market share. Both companies do not sell directly to the public. Instead, they sell through retail stores located in malls or department stores. Promotion Strategies Analysis PUMA’s five-year plan for 2006-2010 focuses on expansion of: †¢ product segments, †¢ regional penetration and †¢ non-PUMA brands. To do this, the company is shifting focus to capture younger consumers without losing its high-end costumers. It is also negotiating for the transfer of company control to PPR, a conglomerate that operates luxury brands like Gucci and YSL. This move is seen to increase sales for PUMA’s sneakers and up profits by at least ten percent. For Nike, it continues its innovations coupled with aggressive marketing campaigns to promote its products and hold on to its leading position in the market. Conclusion Nike will continue to be the sportswear industry leader for the years to come. The company’s approach to innovation and its highly aggressive marketing campaigns will ensure the company its top position in the market. As it continue to provide quality products that appeal to majority of the target consumers, Nike will be able to reach its goal of posting a fifty percent revenue increase by 2011. Puma’s shift in focus will help the company achieve a bigger market share. By reinventing its product lines and expanding its reach particularly in the U.S. market, PUMA will be able to increase its share target. The German company also needs to create products that would cater to the middle-end consumers. From this project, I have learned that marketing strategies and promotional campaigns do a lot to the brand. As a result of brand power, a company’s pricing will also be at an advantage. I have also learned that Nike’s management is doing very well to keep the company at the forefront, compared to PUMA’s top executives who are still in the process of making the company more competitive globally.