Business Ethics - 786 Words

1. Shaw and Barry distinguish two different forms of utilitarianism. What are these two forms? Briefly describe each and use examples. The two forms of utilitarianism are act utilitarianism and rule utilitarianism. Act utilitarianism states we must ask ourselves what the consequences of a particular act in a particular situation will be for all those affected. If its consequences bring more net good than those of any alternative course of action, then this action is the right one and the one we should perform. (Shaw and Barry, p. 60) The other form is rule utilitarianism. Rule utilitarianism states the utilitarian standard should be applied not to the individual actions but to moral codes as a whole. The principles that make up the†¦show more content†¦The second principle concerns transfers of already-owned goods from one person to another: how people may legitimately transfer holdings to others and how they may legitimately get holdings from others. If a person possesses a holding because of a legitimate transfer, then he or she is entitled to it. The third principle states that one can justly acquire a h olding only in accord with the two principles previously discussed. If you come by a holding in some other way, you aren’t entitled to it. (Shaw and Barry, p. 114-115) 4. Two main features of John Rawlss theory of distributive justice are particularly important. What are these two features? Describe them. The first feature of John Rawl’s theory of distributive justice is that each individual has a guarantee of certain familiar and fundamental liberties. The second feature is more controversial. The second theory states that social and economic inequalities are justified only if those inequalities benefit the least advantaged members of society. (Shaw and Barry, p 120) 5. What is the MAXIMIN rule for making decisions? The MAXIMIN rule for making decisions states you should select the alternative under which the worst that could happen to you is better than is better than the worst that could happen to you under any other alternative – that is, you should try to maximize the minimum you will receive. (Shaw and Barry, pShow MoreRelatedBusiness Ethics : Ethics And Business943 Words   |  4 Pagesdiscussions in Business is Ethics. Some people believe that the decisions businesses make in interest of the business has no place in ethics and that they are essentially amoral. These businesses believe that their main objective is to simply make a profit and that it does not affect the success of the business. Whereas some businesses believe that they have to take ethics into consideration, in order for their business to be a success. Richard T. De George (1999) states that ethics and business do notRead MoreThe Ethics Of Business Ethics1471 Words   |  6 PagesReview Nowadays, the concern for business ethics is growing rapidly in the business community around the world. Business ethics are focused on the judgment of decisions taken by managers and their behaviors. The issue regarding these judgments is the norms and cultures that shape these judgments. Business ethics are concerned about the issue, how will the issue be solved and how will it move ahead along the transition analysis as well (Carroll, 2014). Business ethics can be addressed at differentRead MoreEthics And Ethics Of Business Ethics1304 Words   |  6 PagesBusiness Ethics Varun Shah University of Texas at Dallas Business Ethics Morals are a crucial part of life. Without having principles one would never be able to distinguish the right from wrong and good from evil. Just as it applies to life in general, ethics is an integral part of doing business as well. When we here the term Business Ethics in our work place, we usually do not take it seriously and brush it off saying ‘it’s just a simple set of basic rules like not cheating and so on’. ThisRead MoreThe Ethics Of Business Ethics Essay1097 Words   |  5 PagesResource A discusses how ethics is crucial in business. There are three key ideas used to understand this. Firstly, making ethically wrong decisions tend to cause more upset than other general mistakes as purposeful unethical actions are not as easily forgiven or forgotten. Secondly, ethics provides businesses with a broader understanding of everything to do with their business. Business ethics is effectively just business it its larger human context. Thirdly, being unethical ca n tarnish the publicRead MoreThe Ethics Of Business Ethics1064 Words   |  5 Pages　　　　Business Ethics Ethics can be viewed as the rules and values that determine goals and actions people should follow when dealing with other human beings. However, business ethics can be defined as moral principles of a business. It examines moral or ethical problems that arise in a business environment. Generally, it has both normative and descriptive dimensions. Organization practice and career specialization are regarded as normative whereas academics attempting to understand business behaviourRead MoreThe Ethics Of Business Ethics757 Words   |  4 Pagesdeciding what to do in certain situations, ethics is what guides an individual to act in a way that is good, or right. Those involved in business settings apply ethics to business situations, known as business ethics. It is expected of businesses, small and large, to follow business ethics. There is a particular framework businesses are to follow. However, the reoccurring news headlines of poor business ethics prove differently. Poor busine ss ethics include bribery, corporate accounting scandalsRead MoreEthics And Ethics Of Business Ethics1200 Words   |  5 PagesEthics meaning in simple way for average person is what is right from wrong. According to Chris MacDonald (2010)† Ethics† can be defined as the critical, structured examinations of how we should behave - in particular, how we should constrain the pursuit of self-interest when our actions affect others. â€Å"Business ethics is the applied ethics discipline that address the moral features of commercial activity (Business ethics, 2008).Working in ethical way in business has a lot of benefits which can attractRead MoreBusiness Ethics Essay944 Words   |  4 PagesUnderstanding Business Ethics Unit 37: National Diploma Assignment brief TASK 1: Scenario: Business ethics - a study of a selected company With growing interest among consumers regarding the business ethics of the businesses brands that consumers buy, Westminster council wants to conduct an independent review of some of the organisations that sell their goods and services in the borough. You have been asked to select one of the following brands and conduct research into their business ethics. Read MoreThe Ethics Of The Business Ethics1431 Words   |  6 Pages BUSINESS ETHICS INTRODUCTION:- Presentation Ethics are exceptionally regular and essential good esteem that helps us to take the right choice where we think that it hard to pick between our own advantages and the correct thing to do. We are going to talk about three sections of morals Behavioral morals, Bounded ethicality and last one is irreconcilable situation. As from the names of these parts of morals, its verging on clarifying the significance of it. It clarifies why great individualsRead MoreThe Ethics Of Business Ethics Essay2711 Words   |  11 PagesBusiness Ethics Business ethics is a type of professional ethics or applied ethics which examines moral problems and ethical principles that come up in a corporate environment. It is applied to every aspect of conducting business. According to Milton Friedman, a company has the responsibility to generate as much revenue as it can while still conforming to the basic rules that society has set. These rules include the ones embodied in customs as well as in law. Similarly, Peter Drucker stated that

The Classical Definition of a Tyrant

A tyrant—also known as a basileus or king—in ancient Greece meant something different from our modern concept of a  tyrant as simply a cruel and oppressive despot. A tyrant was little more than an autocrat or leader who had overturned an existing regime of a Greek polis and was, therefore, an illegitimate ruler, a usurper. They even had some measure of popular support, according to Aristotle. Before Turannoi Were Tyrants: Rethinking a Chapter of Early Greek History, by Greg Anderson, suggests that because of this confusion with modern tyranny, the perfectly good Greek word should be removed from scholarship on early Greece. Peisistratus (Pisistratus) was one of the most famous of the Athenian tyrants. It was after the fall of the sons of Peisistratus that Cleisthenes and democracy came to Athens. Aristotle and Tyrants In his article, The First Tyrants in Greece, Robert Drews paraphrases Aristotle as saying that the tyrant was a degenerate type of monarch who came to power because of how insufferable the aristocracy was. The people of the demos, fed up, found a tyrant to champion them. Drews adds that the tyrant himself had to be ambitious, possessing the Greek concept of philotimia, which he describes as ​the  desire for power and prestige. This quality is also common to the modern version of the self-serving tyrant. Tyrants were sometimes preferred to aristocrats and kings. The article, ÃŽ ¤Ã Ã ÃŽ ±ÃŽ ½ÃŽ ½ÃŽ ¿Ãâ€š. The Semantics of a Political Concept from Archilochus to Aristotle, by Victor Parker says the first use of the term tyrant comes from the mid-seventh century B.C., and the first negative use of the term, about a half-century later or perhaps as late as the second quarter of the sixth. Kings vs. Tyrants A tyrant could also be a leader who ruled without having inherited the throne; thus, Oedipus marries Jocasta to become tyrant of Thebes, but in reality, he is the legitimate heir to the throne: the king (basileus). Parker says the use of tyrannos is common to a  tragedy in preference to basileus, generally synonymously, but sometimes negatively. Sophocles writes that hubris begets a tyrant or tyranny begets hubris. Parker adds that for Herodotus, the term tyrant and basileus are applied to the same individuals, although Thucydides (and Xenophon, on the whole) distinguishes them along the same lines of legitimacy as we do. Greg Anderson argues that before the 6th century there was no difference between the tyrannos or tyrant and the legitimate oligarchic ruler, both aiming to dominate but not subvert the existing government. He says that the construct of the age of tyrant was a figment of the late archaic imagination. Sources Before Turannoi Were Tyrants: Rethinking a Chapter of Early Greek History, by Greg Anderson; Classical Antiquity, (2005), pp. 173-222. The First Tyrants in Greece, by Robert Drews; Historia: Zeitschrift fà ¼r Alte Geschichte, Bd. 21, H. 2 (2nd Qtr., 1972), pp. 129-14 ÃŽ ¤Ã Ã ÃŽ ±ÃŽ ½ÃŽ ½ÃŽ ¿Ãâ€š. The Semantics of a Political Concept from Archilochus to Aristotle, by Victor Parker; Hermes, 126. Bd., H. 2 (1998), pp. 145-172.

Racial Tension in American Literature - 1169 Words

Racial tension in American literature 1930’s-1960’s†¨Ã¢â‚¬ ¨Ã¢â‚¬ËœYou know if I was a negro i’d probably think the same way they do’†¨Anderson†¨Ã¢â‚¬ËœIf you were a negro nobody would give a dam what you thought’†¨Ward- Mississippi Burning (1988)†¨Ã¢â‚¬ ¨During the 1930s-1960s America was a place of racial tension. The blacks and white were not equal. It was a time of black oppression an injustice. These themes are shown †¨ through the texts, ‘The Help‘ by Kathryn Stockett, ‘Mississippi Burning‘ directed by Allan †¨ Parker, ‘To Kill a Mocking Bird‘ by Harper Lee and ‘Caged Bird‘ by Maya Angelon. These †¨ texts depict a society of white supremacy, injustice, opression and fear of the other. White supremacy is depicted throughout the texts with whites having†¦show more content†¦We cannot quite comprehend the situation.†¨Ã¢â‚¬ ¨Racism is birthed out of fear of the other. The authors/directors convey that blacks fear whites because they want to stay alive and keep their families. They are afraid of their houses being burnt down (Mississippi Burning), getting hung (To Kill A Mocking Bird), and being acused of crimes that were not committed (The Help). There is a powerful scene in Mississippi Burning when a black man is questioned by an FBI agent about the murder of some young boys committed by the Ku Klux Klan. Fear is shown through his body language as he does not make direct eye contact and appears to sound quite nervous. In the dialogue he repeats ‘please sir i have nothing to say.‘ This captures that he is afraid of speaking against the white men incase his house is burnt and his children witness his murder. Within the texts, the white man fea rs the black because he is scared of losing control and superiority. They justify they are right by saying the blacks have diseases and are a sub specie. In The Help Miss Hilly truly buys into the lie. ‘Its plain dangerous they carry different diseases, i’ll do whatever it takes to protect our children.‘ Similarly in Mississippi Burning a married couple when interviewed state thats ‘niggars‘ do not have the same genetic makeup as a white man. They imply that black people are not human and are to be feared. Racist comments and judgements are still made today because weShow MoreRelatedThe Religious And Theological Dimensions Of Ralph Ellison s The Invisible Theology909 Words   |  4 Pagestheological dimensions of Ralph Ellison’s authorship. Against reductive tendencies of materialist and secular accounts of racial identity, Harriss argues that Ellison’s understanding of race, characterized as an invisible theology in a secular age, makes possible a reconsideration of the relation between race, religion, and secularism. In order to bring the religious aspects of racial life into view, Harriss proceeds along two lines: genealogically, he situates Ellison’s writings in an array of religiousRead MoreLangston Hughes Essay1204 Words   |  5 Pageswith his patriotic voice which he embedded into his literature. One of his most famous poems, I Hear America Singing, touched the heart of the American People by recognizing the many diverse things people did to project their voice in their country. Shortly after Whitmans death, came an intelligant black man named Langston Hughes. Hughes was one of in not the most important writers of The Harlem Renaissance, and his writing directly displayed racial problems our country during his time. One of his mostRead MoreContributions Of Langston Hughes948 Words   |  4 Pagesmillions of African Americans migrated from the rural south to the north in hopes of a better life. Duri ng the Great Migration, black southerners moved to the city of Harlem, New York. The large migration of talented blacks changed the city of Harlem. African Americans had a chance to show what they can do, and many were interested in art music, and literature. African-Americans had amazing talents in all fields: composers, poets, journalists and artists. This gave Africa-Americans the opportunity toRead MoreWhen Faced With The Debate Between The Relationship Between1326 Words   |  6 Pagescame from racial differences. This led to not only slavery, but the growth of racism seen not just in early America but that is deep seeded in many people even today. When reviewing the works of many authors, the argument is that racism was a necessary precursor to chattel slavery holds more weight than the other. Although slavery has many different forms, it was the racial differences and prejudices held by the Europeans that allowed for the growth of chattel slavery. However, these racial preju dicesRead MoreNikki Giovanni: The Princess of Black Poetry Essay1698 Words   |  7 Pagestwentieth-century, when Contemporary Literature was emerging from 1960 to present time, it was seen as a product of the post-Second World War situation. Yolande Cornelia â€Å"Nikki† Giovanni was born in Knoxville, Tennessee and raised in Lincoln Heights, an all-black suburb in Cincinnati. Giovanni is one of the most commonly read American poets; her frankness in her writing has brought her a lot of recognition and prominence. Giovanni became the voice of many African Americans, her contribution to the literaryRead More`` Little Scarlet `` By Walter Mosley1488 Words   |  6 Pagesreflects a time when racial tension was strong, discrimination present and prejudice led to violence. The black citizens of South Los Angeles retaliated via the Watt’s Riots in 1965, as a result of countless years of being made to feel as though they had no voice. In my paper I will be exploring the c onnection between the historical oppressions that led up to the events and how todays California is impacted. The 1920s historically was a period of struggle for the African-American community. BlacksRead MoreHuckleberry Finn Too Offensive For School?880 Words   |  4 PagesAfrican-American students† (Hentoff 98). The book did not get removed; in â€Å"1998 Judge Reinhardt wrote: ‘an important part of education is thinking critically about offensive ideas’ † which is just one side of the argument (Hentoff 99). There are two sides of this debate which have valid points and even stronger feelings, to remove Huckleberry Finn or keep it in schools. The pro banning side declares the book has offensive language, racially insensitive, and the book encourages racial tension. The conRead MoreAnalysis Of Nella Larson s Passing, And Amiri Baraka s The Dutchman1502 Words   |  7 PagesMuch of American Literature written in the 1900’s detail the experiences of race within America, being that slavery had only recently been abolished. Society in no way viewed African American’s as equal to white American’s. At this time, blacks were forced to fight to be viewed as a full person, worthy of basic human rights. Nella Larson’s Passing, and Amiri Baraka’s The Dutchman, both call attention to the racial tensions in a post Civil War America, by exposing the manipulation of the endemicRead MoreRacial Prejudice By Langston Hughes990 Words   |  4 PagesIn today’s society, people have many racial prejudices whether they are displayed to the public or not. Racial tensions were even more prevalent in the twentieth century. Langston Hughes was a poet who really tried to bring attention to the growing racial tensions until his death in the late 60s. Throughout his life, Hughes was influenced by the time he grew up in and by his own family; he wrote to free the black culture and literature from racial pride. Hughes was born February 1, 1902 in JoplinRead MoreThe Life Poems of Langston Hughes Essay775 Words   |  4 PagesDuring a time in American History were African Americans had no rights of freedom of speech or even a right to vote. Growing up in many different cities and living with many relatives, Langston Hughes experienced poverty. Langston Hughes used poetry to speak to the people. Langston Hughes is a pioneer of African American literature and the Harlem renaissance error. Mr. Hughes dedicated his poems to the struggles, pride, dreams, and racial injustices of African American people. Langston Hughes

Analysis Case Study Shell Oil Company - 1939 Words

The following analysis evaluates the challenges faced by Royal Dutch Shell Oil Company involving their monumental proposed investment into their Nigerian operations. When global companies experience extreme criticism such as Shell, they are usually tasked with identifying optimum solutions to reverse the negativity. In addition to assessing the challenges, this analysis provides some potential strategies that can be implemented to resolve the issues within this case. Problem Statement Royal Dutch Shell Oil Company proposed to execute the largest industrial investment ever made in Africa. Their proposal was a response to three separate issues. However, there were problems with the proposal. A major problem was that two†¦show more content†¦The Shell joint venture included nearly 100 oil wells, two refineries, and a fertilizer plant all in the area known as Ogoniland. The cultural and social issues involved in this case are extensive and quite complex. Nigeria was a British colony until 1960, and has a population of over 115 million, making it the most populous country in Africa. Nigerias former colonization could have been a key reason why Shell Oil, a British company had such a vested interest in the country. Nigerias government has the serious challenge with trying to unite 250 different ethnic and linguistic groups. An interesting issue with the Nigerian culture is that the country continued to be wiling to sell almost unlimited oil supplies, even though their reserves were not nearly as ample as countries such as Saudi Arabia, which is more prone to limit supplies. Additional cultural and social issues included the problems that native Ogonis had with Shell Oil Company. Even though Shell used the land in this area to run their operations, very little of the revenues were reinvested to help maintain the land. As a result of the lack of attention given to Ogoniland, a group of natives led by author Kenule Saro-Wiwa, formed the Movement for the Survival of Ogoni People (MOSOP). MOSOP began campaigning for a greater share of oil revenues to restore the environment of Ogoniland, and compensation for losses fromShow MoreRelatedSWOT Analysis of Shell in Nigeria1364 Words   |  5 PagesOverview of Shell and Operations - Shell is a group of energy and petrochemicals companies, which are operating in more than 140 countries and territories. The Royal Dutch/Shell Group, commonly know as Shell, is an amalgam of over 1,700 companies all over the world. 60% of the Group is owned by Royal Dutch of the Netherlands, and 40% is owned by the Shell Transport and Trading Group of Great Britain. These two companies have worked together since 1903. Shell includes companies like Shell PetroleumRead MorePaper581 Words   |  3 Pagesstructure of Royal Dutch/Shell Group. Does it differ from the equity listings of other companies that you know? These equity listings are different from companies such as BP and Exxon. All subsidiary companies’ shares were held by the Group Holding Companies in the ratio of 60/40 (Royal Dutch/Shell). The corporate structure is outlined in the figure below. Individuals and Institutions Individuals and Institutions Royal Dutch Petroleum Company Netherlands 60% The â€Å"Shell† Transport and CoRead MoreShell Fracking1615 Words   |  7 Pages How has Shell s new business strategy of Fracking affected sales growth and how will it affect the profit growth going forward? (not done) Word Count:____ Introduction: Royal Dutch Shell or Shell, which it is commonly called, is a global company which seeks to be the leader in the gas and oil industry. Founded in 1907, Shell’s mission is to deliver the best value to its shareholders, while helping to meet energy demands all around the world. In addition to its roleRead MoreSwot Analysis : Oil And Gas Industry1213 Words   |  5 PagesIntroduction The Oil and Gas Industry is one of the oldest industries in the world. This industry plays a crucial role for the survival of mankind on this earth. It is tough to imagine life without the products of oil and gas companies. The ExxonMobil is one of the largest companies in the oil and gas industry. This company had experienced ups and own in its journey from beginning till now. In this regard this paper discusses about the Strengths Weaknesses Opportunities and Threats (SWOT) analysis for ExxonMobilRead MoreAssessment Of Shell s Corporate Social Responsibility1367 Words   |  6 Pagesin the Niger Delta Region of Nigeria Executive Summary Oil for over a decade has been the main source of income for the Nigerian economy. It accounts for more than 70% of export.The Niger Delta region of Nigeria has been plagued with different negative effects of oil exploration. The environment, economy and even quality of human life have been greatly affected. This has created a lack of trust between the inhabitants and the oil companies, and even with the Nigerian government. Corporate SocialRead MoreChiquita Csr Case Study1528 Words   |  7 PagesAnalysis: Litigation Chiquita This case study deals primarily with the issue of litigation. The case study focuses especially on litigation concerned with U.S. companies being held accountable in U.S. courts for their actions and influences in foreign countries. The main company highlighted within the case study is Chiquita, the largest employer of banana workers in Latin America. This analysis will dive deeper into the actual issue of litigation and will focus on the Alien Tort StatuteRead MoreConducting a Strategic Management Project2786 Words   |  12 Pagesassignment Conducting a strategic management project COMPANY: SHELL Introduction Shell is one of the world s leading energy group and petrochemicals companies. It has around102000 employees in more than 100 countries. The objectives of the Shell Group are to engage efficiently, responsibly and profitably in oil, oil products, gas, chemicals and other selected businesses and to participate in the search for and development of other sources of energy to meet evolving customer needs and theRead MoreA Research Study On Scenario Planning1567 Words   |  7 Pagesscenario (Nelson, 2014). Corporations such as Shell pioneered scenario planning in the 1970s as they realised traditional tools of forecasting became strategically dangerous as the environment began to destabilize in the 1950s (Nelson, 2014). Shell use scenarios at three levels to analyse the uncertainties in the environment from a; global, country and business perspective. Shell used scenario planning to look broadly at the impact the price of oil could have, and develop stories that could challengeRead MoreThe Shell Oil Company: Fuel Oil Cargo Transportation Cost Minimization1911 Words   |  8 PagesSTRAYER UNIVERSITY THE SHELL OIL COMPANY: FUEL OIL CARGO TRANSPORTATION COST MINIMIZATION A TERM PAPER SUBMITTED TO PROFESSOR FARAMARZ FATHNEZHAD, PH.D. QUANTITATIVE METHODS FOR BUSINESS MAT540 007016 WINTER 2006 BY ALPHARD VICTOR T. ROMERO ALEXANDRIA, VIRGINIA MARCH 2006 Contents Chapter 1. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..2 2. The Case Of Shell Oil Company†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦...†¦Ã¢â‚¬ ¦..†¦.3 3. The Case Figures And Calculations.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦.....Read MoreEssay on Shell Company Oil Spills in Nigeria4561 Words   |  19 Pagesï » ¿ SHELL COMPANY OIL SPILLS IN NIGERIA By MOHAMMAD MOHIB SIDDIQI H00034532 Executive Summary Shell is one of the global energy and petroleum companies around the world. The strategy of Shell Company is to generate more profit for the organization and to move forward the business investments so that Shell Company is sustaining a competitive situation in the Global market and to provide revenues to the shareholders by meeting

Bmw Films Free Essays

Decision Problem The primary issue faced by Jim McDowell is what to do for his next marketing campaign. He will need to decide what direction BMW will take in order to stay current in the target market and position the brand as the leader in the luxury car industry. A sub issue that Jim is facing is that in order for BMW to stand out compare to the competition, it must be at the forefront of the marketing trend. We will write a custom essay sample on Bmw Films or any similar topic only for you Order Now There is always pressure on innovative marketing campaigns as a bad campaign can lead to severe damage in the company image and reputation. Decision Alternatives There are a number of alternatives that Jim faces when deciding in what direction to move with the BMW marketing campaign. Develop more short films and build a big series out of it. Develop a full length movie for the theatres Do nothing to the existing campaign and move on to develop a new campaign To continue to use the existing BMW films plus developing a new campaign Creating new films on the heels of the original films plus developing a new campaign Develop a full length movie plus developing a new campaign In order to decide the best alternative it is important to look at some key decision criteria. In this case the important factors would be: delivery time, risk, cost, competitive advantage, ease of implementation. Analysis of Industry In the luxury car segment, BMW and Mercedes have stand strong against the strong competition from Japan like Acura, Lexus, Infiniti. In year 2001, BMW is second best luxury car seller, just behind Lexus amount the other ten major luxury brands. However, BMW only ranked 8th in media expenditures, which again proved the great success on their innovative campaign. In terms of customer loyalty, luxury brand customers do tend to stay among the top brands and are very loyal. There are always customers who switch from BMW to Mercedes or the other way around. Since BMW has the competitive advantage of a younger clientele, it is very important for BMW to create marketing campaign to young adult so they can look forward to own a BMW when they can afford one. Analysis of Company Evaluation of Alternatives Alternative #1, 2, and 3 should only be considered as a short term alternative that can achieve quick beneficial results with no long term prospects because all the alternatives evolve around the same film concept, which eventually will wear out and target audience will not be interested in it anymore. Alternative #4 takes into account with BMW’s long term goal, to be the leader in the industry with innovative campaigns. However, developing a new concept takes time and research before implementation, therefore some immediate alternatives needs to be done before the new campaign kicks in. Alternative #5, 6, or 7 will achieve that goal. Alternative #5 Introduce the BMW films to new markets that may have missed the online films during the campaign period will enable BMW to entice an entirely new segment. By showing the films throughother mediums, BMW will be able to reach a wider audience plus raising the brand awareness. Since this campaign is so successful and unique, BMW can also produce DVD and make itas a collectible item. This alternative is easy to implement, low cost to run, low risk as the campaign is already running with huge success with good reputation. However, other companies may copy the idea and there is a chance that BMW will lose its competitive advantage as the films are getting overly exposed to the original audiences that BMW targeted during the initial campaign period. Therefore, developing another campaign while this is running is necessary in order to achieve BMW’s long term marketing goal. Alternative #6 The other option would be to follow up with another series of films on the heels of the original films. BMW would want to keep the number of films low to try and blend them into the successful original films and not to market them as another series of short films. This alternative will require some time to prepare, and the cost will be much higher in comparison to Alternative #5, which will make it harder as BMW will need more resources in creating a new campaign at the same time. It is easy to implement as all the ground works are in place from the previous films. However, this alternative will have a higher risk than other options due to the high anticipation of BMW to produce high quality films. If any of the film receives negative feedbacks, BMW will risk losing out on the campaign inwhole, plus the reputation of the series. BMW will still keep its competitive advantage with this alternative as they are still the one who leads the marketing trend. Alternative #7 Creating a full length movie can be the next big campaignfor BMW. It is a new approach and will make the brand stand out of all others. The target audience is also much wider in comparison to the initial campaign. It will take a long time to implement, and not as easy as short films because a full length film is more complicated in terms of plot and production. The cost will also go veryhigh that may use up all of BMW’s resources in marketing. It is a two sided sword because if BMW is not placed enough in the film there is no difference in doing product placement in the James Bond movie series; meanwhile if BMW is overly exposed in the film it may create negative feedbacks as it will look like an hour long commercial. The interest level of audience will also be much lower in watching a long commercial than a short film. Decision Criteria Chart Here is the chart for the best 3 alternatives: (X? low score, XXX? high score) Recommendation Based on the analysis above it is evident that the appropriate course of action is to utilize the existing movies in the short term while developing a new full scale marketing plan in the background. By utilizing the existing films BMW will be able to quickly get to market films that they have already completed. They will ride the coat tails of the internet marketing, however by introducing the films to another target markets, BMW will hopefully build on the impact created by the original films. There is relatively low risk to this model because BMW has already invested in the films and by using different mediums to convey their message it is likely that an entirely new market segment will appreciate the films as the original audience did. Although the potential payback may not as great as some off the wall innovative idea, the concept behind releasing the films to a different audience should allow more time and resources to develop another new campaign. If there are enough resources, BMW can also consider creating 1 or 2 more films to avoid losing the competitive advantage toward the target audience. How to cite Bmw Films, Papers Bmw Films Free Essays Case Study BMW Films Decision Problem and Issues Statement With the great sales performance and strong brand awareness in U. S. market, BMW has decided to launch a non-traditional advertising campaign via producing s series short films and publishing in BMW’s website, in order to create brand excitement and enhance brand equity thus further strength brand loyalty. We will write a custom essay sample on Bmw Films or any similar topic only for you Order Now The BMW Films marketing campaign turned out to be very successful via generated huge media exposure and receive positive feedback from all website visitors. BMW now needs to make a decision on whether to continue to build on BMW film idea or start looking for new ideas for the next campaign. In addition, BMW faces a variety of sub issues that stem from the major issue: †¢ Strengthen brand image – always focus on strengthening the luxury image of the brand and not lose lead in the luxury market †¢ Stay ahead of the competition – ensure that new marketing ideas are innovative, stylish that provides BMW with a competitive advantage Define the target market for each product line – differentiate each BMW product which caters to different specific target groups in order to further increase the sales volume and market share. Decision Alternatives 1. â€Å"Milk† the existing film campaign – use the existing 5 films to strengthen brand image by focusing on reaching a wider audience 2. Develop more short films – Develop more short films to compliment the originals and continue to build up the mom entum and awareness. 3. Feature film – Develop a feature length movie for theatre audience to further enhance the emotional connection with BMW . Do nothing – move on to a new marketing initiative Decision Criteria The criteria that are important to the alternative analysis are: †¢ Easy to implement †¢ Improvement of luxurious brand image †¢ exposure to all audience especially potential buyers and car lovers †¢ brand recognition as the luxury and quality car maker †¢ Monetary and time investment †¢ Innovative non-traditional idea for communication campaigns Industry Analysis Success in the luxury car industry is characterized by the strength and quality of the product, differentiation of target customer group and uniqueness in brand communication. The luxury car market is a highly competitive market consisting of numerous brands each with a variety of models. Elegance, performance, technology and driving experience are all critical factors in the manufacturer’s success. The threat of brand substitution is high, with each manufacturer offering competitive products positioned for specific market segments, whilst Supplier power in the industry is low as there are many suppliers competing for the luxury manufacturers business. Company Analysis With BMW quality of cars and their previous marketing campaigns, BMW is well positioned to compete in the luxury car market. The company is building a strong product lineup, with additional models added to the core product segments. Through key position in performance they have improved brand loyalty and continue their focus on the â€Å"ultimate driving machine† campaign. This focus has now been expanded to position BMW as â€Å"the most exciting luxury car. † To ensure the company is focusing and satisfying on the customers’ needs, BMW has conducted extensive market research and has worked hard to make the vehicles appeal to the North American market with a wide range of products for a variety of segments and stand out amongst the competition. However, a limited marketing budget makes it difficult for BMW to effectively market to each one of these segments. BMW believes that â€Å"the future belongs to the nimble. † which is central to the cars and the marketing efforts. BMW’s mission is to be the first to figure out what the â€Å"next big thing† in marketing is going to be. Evaluation of Alternatives 1. â€Å"Milk it† – in this situation BMW would use the existing short films and try to expand them to a wider audience. This would be easy for BMW to implement as the films have already been produced. Films could be distributed to existing customers on DVD, or could be shown in theatre as a movie trailer. This option would expose to a wider audience and would promote BMW to more people, it would also reach audience who are used to the traditional TV channel or DVD viewers only, and would continue the success and awareness of the original release. 2. Develop more short films – This alternative would be expensive yet easier to implement because BMW has previous experience and resources in working with short films as a marketing tool and it may continue to build up the awareness. However, some competitors might try to copy this idea so this would not be innovative or stunning anymore. Over time, these films would lose their effectiveness as a marketing medium. Moreover, it will require substantial investment (15 million) which could be used in a different way to improve sales revenue. 3. Feature film – This alternative is one the boldest idea of being the first to market with new marketing initiatives. This is also the hardest alternatives for BMW to implement because of a huge amount of time and money associated with producing a feature film, and BMW has no experience with such an endeavor, although a feature film could strengthen the image as a market leader in the industry. 4. Do nothing, move on – This option is the easiest to implement as there is no immediate action required by BMW. The risk associated with this alternative is that a new idea may not materialize and the competition may be the first to act with new, powerful and more acknowledgeable marketing initiatives. The do nothing strategy is not consistent with BMW marketing strategy, and does nothing to strengthen the brand image or improve market share. Recommendation The recommended course of action for BMW is to â€Å"milk it† (See Appendix 1). BMW should stop creating more films and use their limited budget towards other more innovative ideas to really promote each individual model that they are planning to launch. As can be seen from Appendix 2, except Lincoln, BMW spent the least money per sold unit car among 10 competitors. BMW could consider to slightly increasing the marketing fund but spent in a different and smart way. Besides distributing films to existing customers on DVD and showing in theatre as movie trailer, we would highly encourage BMW to use their marketing budget: 1. To create internal customer appreciation support, such as having appreciation events, inviting their clients to ‘pre-launch† shows, encourage their current customers to share their BMW experience with their friends and families and reward them not with money, but with â€Å"recognition and appreciations†, which would truly make BMW a proud to be own vehicle. . To come up with more staff incentive with their marketing budget because their sales forces are the ones who market their products daily. 3. To participate and to create more kinds of award for their different lines, and add on product features to be promoted over and over again for their target and potential audience to understand what makes a BMW sta nd out more, how is it more innovative and to satisfy a customer’s need on other media channels. 4. To consider â€Å"product placement† in the movie(instead of producing a BMW movie), only if budget allows. Appendix -1 Alternative assessment form for BMW |Easy to implement |Improve brand image|Exposure to reach |Brand recognition |Monetary and time |Innovation on |Total | | | | |more people | |investment |non-traditional idea | | |Alternative 1 â€Å"Milk it†|3. 0 |2. 5 |3. 0 |2. 5 |0 |1. 0 |12. 0 | |Alternative 2 â€Å" |1. 5 |3. 0 |2. |3. 0 |-1. 0 |1. 0 |10. 0 | |Develop more short | | | | | | | | |film† | | | | | | | | |Alternative 3 â€Å"feature|0 |3. 0 |3. 0 |2. 0 |-3. 0 |2. 0 |7. | |film† | | | | | | | | |Alternative 4 â€Å"Do |3. 0 |2. 0 |1. 0 |1. 0 |0 |1. 0 |8. 0 | |nothing† | | | | | | | | Appendix -2 BMW’s competitor media spending/unit car (2001) [pic] How to cite Bmw Films, Papers

Online Test For Cognitive Or Intelligence Tests Essay Sample free essay sample

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