Alexander the great or Julius caesar, which army was the better fighting machine

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Alexander the Great and Julius Caesar were both military geniuses, but by Alexander's teaching, ambition and friendly conquering, it made him and his army a more effective and efficient fighting machine. From the time Alexander was born, he was destined for greatness. On the day he was born, things such as building caught fire. This was taken for depicting his destiny, showing that he would be strong and conquering. From the first time that Alexander set out for battle with Persia to his last fight, he was idolized. His was considered to be a god, but he still associated with his troops, when they had no water, he through his away. Julius on the other hand never physically entered battle with his troops, Alexander always led his troops at the front line. Even though these two men lived during different times, they each had some of the same characteristics. Both men were very ambitious, and well educated, each having been taught by some of the best teachers of the time. However each man had there own ideas for the new territory that they conquered. While one man tried to promote unity the other wanted to sole power.

Alexander and Julius had in common the same type of goals, however, they each had many differences. Even though some of their outcomes were similar, their methods of achieving them were very different. For example, each man wanted to be king. Julius wanted to be king so that he could be the only ruler and a tyrant. Alexander wanted to be ruler so that he could promote peace, live in unity with everybody and spread the culture of Greece around. Both of the two used their armies to achieve these goals, Alexander conquered most of the Middle East, while Julius controlled western and central Europe. It seemed harsh that Alexander would use a military force to unify Europe, however he would offer a sign of peace to any opposing forces before attacking. More often the not, captured slaves would want to stay under Alexander's rule rather then go back to there home land. When Alexander defeated Darius, he had captured Darius's wife and daughter. Alexander was known for his anger, but he could also be merciful. When a settlement would not willingly yield to his authority, he would take it by force. Yet when he captured Darius's wife and daughter he showed them kindness and not cruelty. In fact when they were given the chance to return to Persia, they had wanted to stay in Greece with Alexander. Julius, was ruthless, and if faced with the same situation as Alexander, he most definitely would not be as compassionate. An important factor as to why these men were both successful was also because of the ability to speak in large groups and win the respect of others.

Before entering battle, each gave a motivational speech. Alexander used his popularity and public speaking skills to motivate his army. He would lead by example, and taught his men bravery and courage. Julius was also an excellent public speaker, and used his skills to manipulate his army into fighting. He did this to motivate his army when they wee depressed or heading into battle. This was not common by a general, because of their speaking skills, however because Julius did not enter battle with his army it should his philosophy of how he thought he was better. Alexander would lead his men, this should that he had confidence in them to defeat opposing forces. This allowed for his men want to willingly fight for him and be motivated enough to conquer opposing forces.

Most of the time Alexander was largely out numbered, yet he was still able to defeat his enemies. His success lay in his tactics, particularly the phalanx. The phalanx allowed very little openings for his enemies to attack. Not only did Alexander have a strong infantry, but because he was well educated and knowledgeable, he understood how much a cavalry was important as an offensive weapon. Cavalry could also compensate for smaller armies such as Alexander's. Because Alex was so smart he could also adapt quickly to changing his strategies in the middle of battle. If he was not in front, charging towards his enemies, he would be over looking the fight, trying to make it in his favor. The phalanx was so effective because it allowed for maximum protection of the soldiers, while being able to win battles with ease. The soldiers were so close that each of their shields would protect them and the man beside them. They also carried large spears which would not allow for enemies to come close to them. Alexander was smart in choosing were to fight battles as well. If he was largely out numbered, he would force the fight in a small area so as not to be surrounded but to have one on one battle in which he would win.

An aspect of strength that was also important to an army was who it was allied with. Alexander had no allies when he was conquering other cities, and when in battle, Alexander had no friends or allies. Julius on the other hand had allies such as Pompey and Crassus who also had strong armies. This shows that Alexander could accomplish more on his own with fewer men. He was more efficient and had the ambition to conquer all of Europe, except his men did not want to continue forward. This showed that Alexander's ambition was very strong. Julius went to battle to defeat any threats to his power or that could over throw him. This shows that his ambition was different from Alexander's because he was ruthless, and was a dictator. This showed in their armies because they responded in the way that there leader treated them. Julius conscripted people to join, and they were often not happy about having to leave their homes for periods of up to a year. Alexander reformed the army, making it a job with benefits. This allowed people to be happy, which meant that they would fight willingly for Alexander. Because they were more willing to fight, they would be able to travel further without more nagging, this meant that they would be able to conquer more cities.

Alexander and Julius were both very smart, and were brought up in a similar lifestyle. It was there ambitions and destiny for them to both become leaders of there time. However, as leaders they both had different interests. It was because of their interest that made one army greater the other. Alexander's army was a better fighting machine because they were well taken care of, and led by a worthy man, who was a powerful leader. Their tactics were revolutionary, not allowing their enemies to even come close to them. Alexander never lost a battle in his time, proving that his army was superior to any other. Julius was a tyrant while Alexander promoted peace and unity. It was his ability to think quickly in battle, and his tactics such as the phalanx that made his army the best fighting machine.

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Japanese culture

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The first chapter I read in Global Society Introducing Five contemporary Societies, Third Edition by Linda Schneider and Arnold Silverman, entitled Japan A Conforming Culture, It appears on pages through 66.

Japan is a society in crisis. It is a culture that is highly resistant to change; a society that places a high value on each member's conformity within highly structured layers of Japanese society. Japan is an island nation, consisting of the four large islands of Hokkaido, Honshu, Shikoku and Kyushu. Together they are approximately the size of Germany or the State of California, and it has a population of approximately 16 million people ().

Japan has a large population in relation to its land mass and as a consequence most Japanese people live crowded together in an urban corridor squeezed along the eastern edge of the Japanese islands. A result of this crowding is that Japanese place a high value on public harmony and the avoidance of any conflict, especially in public. Japanese norms require people to be willing to apologize and humble themselves, so much so that even after a minor auto accident each driver will jump out of their vehicle and bow to each other and apologize, instead of risking a very public confrontation. Frequently, Japanese will also employ the use of a go-between to negotiate a possible marriage. In this way, an individual can turn down a bride or groom without rejecting them to their face, thereby avoiding open disagreement or embarrassment of an individual (11).

The Japanese are constantly reminded that their society is special, unique like no other, and are taught that the cultural homogeneity of Japanese society has a biological basis when in fact racial identity is a social belief and not a physical fact (). While the Japanese people are not a separate race they are indeed a highly homogenous society. The lack of internal dissent allows them to merge their concepts of race and nationality tofoster an unusually strong feeling of group solidarity and national purpose. Every level of Japanese society, from school authorities, to employers, government officials, parents and even media outlets reinforce the popular belief that Japan is special (10).

Japan has historically been an isolated nation; resistant to foreign influences. It has opened itself to the outside world only a few times in its history. A first great turning point in Japanese history occurred during the seventh century A.D., when Japan was still a tribal society and possessed a weak national government. Through hierarchal diffusion, a prince of the ruling family began importing cultural practices from China, studying Chinese government and elaborate bureaucracy, it's tax system and writing, even building Chinese-style cities as Japan had lacked even having towns. After 00 years Japan then retreated back to isolation in the ninth century, during which time the imported thoughts and ideas were slowly digested and given a distinct Japanese identity during its isolation that they then adopted as their own. It is important to understand that then and later, all of Japan's foreign borrowings were voluntary. Japan was never conquered or colonized by another nation ().

During a relatively open period in the early 1600's, Portuguese missionaries and traders were greeted with curiosity and interest, but the subsequent conversion of some 00,000 Japanese to Christianity by religious missionaries convinced Japanese rulers that things had gone too far and forced thousands of Japanese to renounce their religion or face execution. By 168 they had ejected most foreigners and re-imposed an isolation from the rest of the world that resisted change. Laws forbade the Japanese from building ocean-going ships or traveling abroad, and only a few foreign traders were allowed to enter Japan. This period of refusal and rejection of contact with the West is referred to as the Tokugawa era (4).

For most of its history, up until the Meiji Restoration, Japan was a society of hereditary status rankings it was a caste society, aristocrat and samurai, commoner or outcaste. People were born into the caste of their parents and there were rules regulating what members of different castes were permitted to do and wear, regardless of what his or her talents were ().

The first opening of Japanese society, commonly referred to as the Meiji Restoration, occurred in 185, when the American Navy under Admiral Dewey forced Japan to open it's ports to American ships and sign a series of trade treaties (5). When the Japanese leadership realized that Japan could only enjoy equality with western powers by modernization and the adoption of new technologies, the government, in effect, went on a world-wide shopping spree for new institutions to adopt. It found a model for it's navy in Great Britain, it's army in France, it's universities in America and it's constitution in Germany. In effect, Japan took the best ideas that would fit their society and adopted them as their own with some minor changes to suit them. This resulted in an unprecedented rapid industrialization and modernization of a nation that in only 50 years time enabled Japan to resist conquest by Western powers and even begin to launch their own imperial ambitions by the early 100's on nearby neighboring nations such as Korea and China that culminated in a surprising victory over Russian naval forces for control of Korea and other territories at the Battle of Tsushima in 105, with Russia being considered a major world power at the time (5).

Rising Japanese imperial ambition would eventually lead to a long, drawn-out war with China in the 10's that would ultimately escalate into the Pacific theatre of World War II with the United States, which led to the utter devastation of Japan by the end of 145 and subjecting Japanese society to reforms imposed on them by American occupation forces after the war. After World War II, defeat had destroyed Japan's industry and left nearly everyone destitute. The demoralized and disillusioned Japanese were open to change and ideas after the crushing defeat of Japanese militarism (6).

The second opening of Japanese society occurred after the defeat of Japan by the Unites States, ending World War II. Acting as Supreme Commander for the Allied powers, General Douglas MacAurther dismantled Japan's military, reformed its government and constitution, broke up industrial monopolies and redistributed land ownership. Individuals were given rights beyond what is guaranteed in the U.S. constitution, including equal rights for women, the right of labor to bargain collectively and the right of all individuals to an equal education. The occupation of Japan by American forces leveled many inequalities. (5).

This new combination of Western institutions and Japanese central government brought about Japan's post-war economic miracle. Japan rapidly rebuilt from wartime ruin and went on to develop cutting-edge export-oriented industries. Japan is a small nation, lacking in raw materials and energy resources. Yet, within forty years time the nation grew to become the world's second largest economy, exporting cars, radios, televisions, computers and other consumer electronics. Wages doubled and re-doubled, companies promised job security in exchange for worker loyalty and Japanese workers were content (6).

Japan today is suffering through a persistent economic crisis following the burst of the Japanese real estate bubble of the 180's. Unemployment has risen, many companies have gone bankrupt, prices are falling, stocks and real estate are losing value and consumer spending is down. The crisis has revealed links between the government and business that only serve their own needs instead of the citizenry as a major underlying economic problem. It has also become clear that many Japanese companies had really only been marginally profitable and had been riddled with waste and inefficiency. Banks were left holding nearly 600 billion dollars in bad loans that would not be repaid (6).

Some experts see this current crisis as evidence of a major change in Japanese society. They believe Japan's successful period of industrial expansion as being over and that the nation needs to embark on a new post-industrial society, a society so advanced that only a small percentage of its labor force is needed in manufacturing with the majority of workers shifting to service sector and information-based services. The problem is that Japan is still geared to industrial manufacturing production. Experts watching wonder if Japan will recover by following tried and true Japanese strategies or if it will begin a new radical social reconstruction via a third opening (8).

Japanese schoolchildren are taught that Japan is an island nation surrounded by seas and enemies, and that they must depend on each other. Though the world sees Japan as a global economic powerhouse, Japanese see their country as small and unprotected from assault. Japan is acutely aware that it has become highly dependent on the world economy. Japan has no oil, virtually no raw materials and must import vast quantities of meat and grain to feed itself, since the land is mountainous with only a small percentage of the land suitable for agriculture ().

Japan is a demanding society with very strong pressure to conform. Families, schools, and businesses all work hard to make sure their members learn the roles expected from them and to conform to them (6). In Japan people are managed very effectively. Deviating from accepted social norms is strongly frowned upon. The Japanese themselves say, The nail that sticks up, gets pounded down. Individual needs or wants are not encouraged in public settings. You can be certain that if you violate social norms in Japan, someone will notice and they will take action, and you will pay a price. Ridicule is a common sanction in Japanese society. Mothers commonly tell their children, If you do that, people will laugh at you. The children come to fear being laughed at or ridiculed, and this fear carries over into adult life as an important social tool to encourage conformity (0).

Japanese people value being part of a group. Groups figure very prominently in Japanese society. Group life without conflict comes first and people are expected to think of themselves as members of a group and any individual considerations are secondary (14). Japan conditions it's citizens beginning in school. The school system dominates the lives of Japanese children. In elementary and junior high school students are taught to see themselves first and foremost as a member of a group. One of the earliest groups they are members of is called a Kumi, or home room class. Each Kumi are encouraged to think of it's class as a collective home. Each action is shown to have an effect of others in the group, and each Kumi rearranges it's furniture, decorates the class and cleans the room with the teacher each day. The Kumi are further broken down into teams of students called a Han, with a leader being chosen called a Han-cho, whose primary duty is to lead the group in harmonious decision-making. Hans are expected to resolve conflicts and solve problems themselves without having to resort to the intervention of adults (0).

Decisions of a governmental or corporate issue are reached only after a long period of input, with every member concerned asked for their input and thoughts, which is typically in the form of a memorandum that is passed around that they can make suggestions on. No single individual suggests a course of action and the result of this is that there is no minority group to nurse a grudge, as everyone was involved and had agreed upon the decision that was reached. As a consequence, decision making is slow and cumbersome and in a crisis such as a major earthquake or financial panic, the responsible Japanese institutions can be frustratingly slow to respond.

During the 180's, Japan had one of the most profitable and efficient economies in the world. Japan exploded onto the global economic scene. The Japanese established themselves among the ranks of the United States and various European powers. But a long drawn out recession has forced Japan to make changes and pushed them back, out of the realm of being an economic superpower. This leaves me with just one question; when I look at Japan's strengths and weaknesses, is it likely for them to return to the economic status they enjoyed during the 180's? I think the answer is no. Because of Japanese false illusions, increasing national debt and deflation, it is unlikely that Japan will be able to make a full recovery to their former status.

Japanese labor management relations seems a facade to me. While Japan may not have unions like the Teamsters, every major corporation in Japan apparently has one, independent of other unions that may be doing the very same job but only at a different company. They are what I will refer to as a company union, for lack of a better phrase. The Japanese company union seems like a puppet to me, serving only the company interests, but since everyone in a Japan believes that to succeed they need to act together as a group and that only by being profitable can lifetime employment be ensured, they accept this. I feel that one reason Japanese companies lack the labor and management concerns that American corporations have is that the corporation CEO and executives in Japan do not make 100 times the money that the average workers do, as in the United States. But with the Japanese still struggling to recover after more than a decade of recession and layoffs that were previously unheard of before now becoming more commonplace, I wonder what the reaction of the Japanese worker will be when they realize that loyalty to the company will no longer benefit them. I wonder if Japanese labor relations will be become much worse than they are now and how they will be expressed in a society that values conformity and lack of confrontation, if they would even protest at all. I also believe that the overblown praise about Japan's lifetime employment system is a myth, given that it only applies to about a third or so of the Japanese workforce, namely the elite white collar workers and unionized blue collar workers in large companies.

I imagine that the Japanese have difficulty in seeing things objectively when Japan is involved. When things are going fine and dandy for the Japanese, the world is jealous. But when things go badly for them it suddenly does not concern them anymore. An example I would use would be when Japanese forces at the beginning of WWII were running rampant and initially defeating the enemy, their whole country rejoiced. But when the war was lost, it was the army that did it, not them. Japanese memories seem to me as though the Japanese woke up and went out to work one day and the atomic bomb was dropped on them all off a sudden out a clear blue sky. No pun intended. I wonder if the average Japanese citizen is informed about Japan's past and how it is presented to them. They seem to have a victim mentality when things go against Japan.

I wonder how in such a homogenous and close knit society just how racist the Japanese really are to foreigners. It seems to me highly unlikely I would run across anyone hollering racial epithets at me in public. I doubt I would run into any skinheads or men dressed in white sheets roaming the streets of Japan. It would have to be a more subtle racism but I am not familiar with how they would accomplish that. But since avoiding conflict and trouble is extremely important in Japan, they must use a more diplomatic approach than any westerner would be accustomed to, in that what is not said may be far more important than what actually is. Being complimentary and insulting at the same time, without a foreigner realizing it, must be a source of amusement to some Japanese.

It puzzles me how in such a homogenous and close knit society just how racist the Japanese really are to foreigners. It seems to me highly unlikely I would run across anyone hollering racial epithets at me in public. I doubt I would run into any skinheads or men dressed in white sheets roaming the streets of Japan. It would have to be a more subtle racism but I am not familiar with how they would accomplish that. But since avoiding conflict and trouble is extremely important in Japan, they must use a more diplomatic approach than any westerner would be accustomed to, in that what is not said may be far more important than what actually is. Being complimentary and insulting at the same time, without a foreigner realizing it, must be a source of amusement to some Japanese.

I got the impression from the reading material that while the Japanese stress harmony amongst each other it is ultimately only an image of harmony. What lies beneath the Japanese surface may be completely different. An image of the Borg aliens from the TV show Star Trek came to mind while I was reading about Japanese culture, with their single one-mindedness. And a phrase used by the Borg that they announce before attacking. You will be assimilated. Resistance is futile.

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Collapse of the international economy during the interwar years

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The virtual collapse of the international economy during the interwar years can be attributed to the actions or inactions of the United States. The First World War was a major turning point in the economic history of the 0th century. Any victorious supremacy of Britain over Germany and the rest of the world was short lived and superficial. The belief that Britain could recover the enormous and devastating costs of the war through German reparations was quickly extinguished. Consequently, Britain was clearly no longer the leader of the international economy. Who would thus fill the void left by the former economic power? Who would provide the foreign investment to rebuild economies, who would stimulate trade through open markets and who would maintain international stability in trade, capital and labour movements? The obvious choice seemed to be the United States. But, it ignored the international economy in pursuit of its own self interest. Thus, no one filled the void left by Britain and the effects were devastating. From its failure to assume the role of world economic leader to the establishment of excessive trade barriers to the disorganized banking system, the Americans not only brought about their own demise but severely threatened the viability of the entire international economy.

The change in the economy of the United States after WWI was quite dramatic. It entered the war as the world's leading debtor and came out as the leading creditor and strongest economic power. It was in an ideal position to take over as world leader and reestablish the stability needed to recover and rebuild following the war. The level of government expenditure during the war was enormous. In fact, it totalled about $80 billion which was more than 6 times the world debt from 1800 to the onset of the war. By the end of the war, the world owed $11.8 billion to the US. Most of this debt came from allies such as Britain, France and Italy. How the US handled this repayment had direct consequences on the world economy. Britain recognized that repayment was difficult if not impossible and cancelled the debts owed to it. However, the US insisted on being paid in full and would not accept the transfer of debt as a method of payment. Furthermore, in 1 the United States enacted the Fordney - McCumber Tariff raising American tariffs to their highest level in history. These high tariffs restricted the ability of the debtor nations to earn dollars from which to make the interest payments on their American loans. Unable to earn enough through export expansion, these countries had to find short term solutions through further borrowing. The situation could not be prolonged for long and it soon became obvious that repayment was impossible. In response, the US cancelled about half a billion off the book debt. Even then only Britain could make the new payment. France and Italy were unwilling since they could not collect reparations from Germany. The insistence by the US that debt be repaid in full eventually led to an environment of bitterness and contributed to the breakdown of the international economy.

Besides starving the world of much needed capital, the US trade policies also had severe consequences on the level of world trade in the interwar years. Following the war, the US entered an era of protectionism. In 10, the effective tariff rate was a modest 6%. By 1, it had reached 15% with the Fordney - McCumber Tariff. But it was the imposition of the Smoot - Hawley Act in 10 that had the most damaging effects. The Act increased all duties but was especially high for agricultural products and manufactured goods. As a result, the effective tariff rate reached 0% by 1. The primary producing countries were already in a state of crisis because of the collapse of agricultural and raw materials prices. The Smoot - Hawley Act further reduced the purchases of exports and served to prolong and deepen the already existing depression. The concentration of duties on manufactured goods also had severe effects on may European countries, especially Germany. As they were already in default of new loans from the US, Europe needed to earn dollar surpluses to repay the loans. It could not export to the US, and third countries, who were in serious trouble themselves, responded to the US tariffs with their own tariffs on manufactures. Indirectly, the Smoot - Hawley Act made the situation of the European countries much worse through impeding demand for their exports. The US market represented a large share of world trade. In 11, North America had 11.5% of world imports. By 18, it had 15.%. Europe on the other hand had 65.1% in 11 but only 56.% in 18. The imposition of huge tariff rates thwarted the demand for agricultural products and manufactured goods and made the crisis more severe in many European and primary producing countries.

The weaknesses in the American banking system was also a significant factor in the decline of the international economy. As New York became a major international financial centre, international clearing became more complex and inefficient and foreign owned funds moved unpredictably. As well, New York was very inexperienced in distributing international securities to investors. Its money market was not responsive enough to changes in the balance of payments. These weaknesses were only fully realized when the American economy began to seriously decline in 1. Industrial production, prices and personal income from August to October decreased at annual rates of 0, 7.5 and 5 per cent, respectively. The ultimate result was the stock market crash in October. The numerous, small, weak banking units that were so popular in the US were unable to cope with the falling stock market values. The outcome was three surges of bank failures from 10 to 1 hat shook the entire economy. Over the three year period 8,81 banks failed. The actions of the Federal Reserve Banks during this period only exacerbated the crisis. They failed to use their money making powers and pursued completely inappropriate monetary policies. Thus, as the depression in the US deepened, literally all lending was eliminated and world trade dramatically declined. The result was a prolonged economic stagnation that reached all ends of the earth.

Even though a direct cause effect relationship between the actions of the United States and the Great Depression cannot be established, there is no doubt that the US set the stage for such an event and helped to prolong and deepen its severity. Through its insistence and pressure on allied countries to repay massive war debts, its refusal to provide any adequate amount of investment, its imposition of unbearable tariffs and the major structural flaws of its banking system, the United States failed miserably in acting as an international leader in any capacity. Beyond this, the movement towards protectionism and international withdrawl served only to facilitate and lengthen the Great Depression.

Please note that this sample paper on Collapse of the international economy during the interwar years is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Collapse of the international economy during the interwar years, we are here to assist you. Your persuasive essay on Collapse of the international economy during the interwar years will be written from scratch, so you do not have to worry about its originality.

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What impact do the mass media have on modern government and politics.

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The mass media is now a global phenomena and has revolutionised the way individuals communicate with each other and receive information. In this essay I will examine the three forms of mass media - newspaper, radio and television - and the way they have evolved. I will explain the three main theories relating to the impact of mass media on the public. I will then discuss how media has altered the emphasis of government at election time and on a day-to-day basis.

The term mass media embraces all kinds of information sources, such as books, pamphlets, mail circulars and films. The three principle sources of political information are however television, radio and newspapers. The mass media is a recent innovation which has reformed the way politics and government operates. Without newspapers, radio and pre-eminently television, the present political system could not work. The media are so omnipotent and all-pervasive we are often unaware of the addictive hold they exert over our attention and the messages they implant in our consciousness on a whole range of matters. Television is widely seen as the most important of the three mediums, and radio the least. In a survey relating to the 18 British election, television was cited as the most important media source by 6% of respondents, newspapers by % and radio by 4%.

Prior to mass media, communications was mainly verbal, between small groups, or by the church or political groups such as the Diggers or Levellers. The first medium to come about was newspapers at the end of the Nineteenth Century. These were largely unregulated and free to offer opinions and be openly biased. By the mid-Twentieth century, radio had begun to take over as the main source of information. Hitler was the first politician to exploit the potential of radio. In the United States and Great Britain, Roosevelt and Baldwin introduced the medium in a more gentle fashion. Radio was the much used medium during the war with things such as Churchills speeches. Television begun to make an appearance during the war, used to show films reinforcing patriotism and resistance. essaybank.co.uk

After the war, television took over as the main medium. Nixons Checkers speech in 15 is seen as the beginning of the television revolution. Ironically, television was Nixons downfall in 160 in the first televised debate, it showed that appearance on television is as important as the message.

There are three broad arguments concerning the effects of the mass media on the public and therefore government and politics - opinion forming, opinion reinforcing, and no effects. The opinion forming argument believes that the media shape opinions held by the viewer, since the media chooses the agenda, it also shapes what issues are thought about. This view depicts the viewer as having no or few opinions before media exposure and then accepts the arguments and opinions put forward. The opinion reinforcing argument believes that the viewer will be more likely to accept opinions similar to their own, than to change their opinion as a result of the exposure to the media. Persuasive communication functions far more frequently as an agent of reinforcement than as an agent of change. wwge gew esgeges ayge geba nge kcge geuk.

The no effects argument is a minimal effects approach, based on research of the elections in the 140s and 50s. It concludes that change in voting is not compatible with media influence. It appears that this study did little to look at other influences, such as partisanship or an individuals background. wwge gew esgeges ayge geba nge kcge geuk.

The strongest idea seems to be a mixture of reinforcement and opinion forming. In reinforcement theory, when people are exposed to the media reporting of politics, they are more likely to be confirmed in their existing beliefs than to be swayed and take on new ideas. This argument is supplemented by the idea that people are able to filter information. The three characteristics of filtering are selective exposure, selective perception and selective retention. wweg egw esegegs ayeg egba neg kceg eguk.

Selective exposure describes how many people avoid politics altogether, while others interested in politics will favour newspapers, television or radio programmes which reflect rather than challenge their views. Selective perception refers to the views and values which people use to edit information, accepting that which they identify with and rejecting that which they do not. Selective retention is the same process as perception but refers to what people remember. This process of filtering appears most identifiable in those who read newspapers in the United Kingdom, probably because newspapers are seen as the most biased and there is a large selection of them. wwec ecw esececs ayec ecba nec kcec ecuk.

The main distinction between reinforcement theory and the opinion forming argument is to whether a person has any pre-disposed ideas before media influence or if they are tabular rasa - blank, with no preconceptions. The opinion forming argument would state that all individuals must originally receive the information to base opinions on from somewhere - which is the role of the media. It also points out that the reinforcement theory does not seem to make sense in an age when party preferences have weakened and people are voting much more according to issues which they have learnt about through the media. It also asks that if the media only reinforces ideas and cannot form or change opinions, why do political parties persist in spending large sums of money in the media to get elected? Furthermore, why do some states feel it necessary to censor information not consistent with their ideology? Zp8R4 Visit essaybank fc co fc uk fc for more fc Do not fc redistribute Zp8R4

The reinforcement theory argues that people are capable of forming their own ideas based on the filtering process - they will identify with a given idea and then further exposure reinforces it. Individuals are never completely tabular rasa as this filtering process already exists. The political predispositions and group allegiances set the goal; all that is read and heard becomes helpful and effective insofar as it guides the voter to his already chose destination.

Blumler argues that both reinforcing and opinion forming ideas are at work, albeit with different people. He divides people into two categories, those interested in politics and those not. Those with an interest in politics have some underlying party allegiance and so will receive media information and filter out parts they do not agree with. With those with an interest in politics, reinforcement theory is more applicable. Those with no interest in politics are far less likely to have an underlying political allegiance and so will either filter out less or none of the medias message, so they are more responsive to the mass media. The problem for the media is to be able to gain the attention of the uninterested and get them to listen to the ideas. So for example, it can be masqueraded as entertainment or comedy - such as the Red Wedge comedians in the 180s who based their acts on a pro-labour party platform. This type of media is obviously opinion forming in intention but frequently, it is not able to change opinions as it falls on deaf ears. In short, mass communications are an inefficient technique for changing beliefs and behaviour, because, the message tends largely to be received by those who are already sympathetic to it and therefore least in need of change, and, ... for the remainder of the population the message is ignored, crowded out, by other more potent communications. wwbc bcw esbcbcs aybc bcba nbc kcbc bcuk. wwff ffw esffffs ayff ffba nff kcff ffuk.

The questions of why governments spend money on electoral campaigns and why others censor information set in the explanation of opinion forming theory can now be addressed. In response to the former, it seems governments advertise their policies as a way of trying to reach the uninterested or convince interested supporters who may be floating between the two parties and so prepared to listen to any communications. A response to the latter question appears harder. An argument could be made that those interested in hearing the communications are receptive to the information censored and would act if the information was available. Whilst the information is censored, there is no stimulus for action and so the government remains in power. The example of the collapse of the Soviet Union can be used to demonstrate the effects of the mass media being allowed to print what they wish after a long period of censorship. Berlatsky argues that the media held an important role, liberalism began to erode the Soviet system from inside and our press played all but the decisive role in the subsequent emergence of Perestroika. If Burlatskys argument is accepted, then the press was a main cause in the downfall of communism, then Gorbachev and finally the collapse of the Soviet Union. In the Soviet Union, once free from censorship, the press were allowed to print all the ideas and opinions which the public were receptive to but were previously not allowed to have. Following the information being made available, the public acted upon it and enacted change. In this instance, the media formed the opinions of those who did not have previous knowledge and reinforced the beliefs of those who did. This example shows what could occur if the press is not censored by a government who perceive it as a threat. It is interesting to note that during the failed coup of 11, the press were once again censored.

-------------------------------------------------------------The media so far has been portrayed as a passive actor in the political world. It must be remembered that those in the media also have objectives to achieve they must maximise their selling potential to increase profits, they may also subscribe to a particular ideology or set of ideas which it promotes in its reporting. These factors could be seen to lead to the media reporting in a biased way and not been totally impartial and factual. This, if the opinion-forming and reinforcing theories are considered, means that the public will hold views which are skewed without them realising. This point further emphasises the impact that the mass media have on government and politics and the potential it has to alter the outcomes of political events. wwfg fgw esfgfgs ayfg fgba nfg kcfg fguk

If it is accepted that the mass media have an effect on modern government and politics via the opinion forming and reinforcing of ideas, then it is necessary to examine what these effects are. There seems two distinct times to divide government action into at election time, and day-to-day running.

In the United States, electoral campaigning has incorporated audio-visual tools since 15 and has altered the way elections are fought. In 15, Eisenhower employed Thomas Rosser Reeves Jr who was a marketing pioneer. He simplified Ikes message so it was more understandable on the television and radio. He requested that Eisenhower never develop more than one category of arguments in any single speech, press conference or television appearance. Eisenhower also tried to make himself look younger and use speech notes rather than a fully written text. The democrats strategy with Stevenson was to have quantity rather than quality, unfortunately, all his half-hour broadcasts were shown late at night and so not many people ever watched them. The then candidate for the Vice-presidency, Nixon, made the checkers speech and firmly established television as a powerful political medium, wwde dew esdedes ayde deba nde kcde deuk.

156 saw the use of short advertising spots and negative campaigning. Based on the experience of 15 election, this new strategy seemed more appealing to the public and has remained since. 160, and the emergence of a candidate prepared to take acting lessons and a speechwriter, Kennedy came to victory with the model campaign. The first televised debate between Nixon and Kennedy is said by some to have made the difference between Kennedy winning and Nixon not. The first debate was watched by 70-75 million voters, Nixon had a knee inflammation and was physically worn down. Kennedy looked younger, tanned and more at ease on the screen. Nixons make-up also made him look like he had not been bothered to shave. Since Nixon missed the presidency by less than 100,000 votes, a ridiculously narrow margin on the scale of the United States, the first debate has generally been considered as the reason for his failure.

The campaign emphasises a shift from the public voting on issues and taking more notice of presentation and style. This shift to perception together with a simplification of the message can be attributed to the influence of the Mass Media.

The campaigns after 180 have taken on other characteristics such as the use of the photo opportunity - the candidate shown in a particular situation, for example, riding a horse or walking to or from a vehicle. However, the media is becoming more expensive. Since 180, nearly half of federal campaign budgets for presidential elections have been spent on buying television airtime. The reliance on television and its high costs has led the way for the likes of Steve Forbes (16) and Ross Perot (1) to become involved in Presidential elections without having a firm political base (for example, party or faction backing, political experience, or prior knowledge). Wealth has become a barrier to anyone wishing to become elected and a way for the rich to have a go. from www.essaybank.co.uk

Negative campaigning in the 180s went on more, the Bush campaigns of 188 and 1 were, ruthless, relying on vehement negative spots. The aim to deflect attention away from on candidate, and emphasise a trait or past experience of the other candidate which is likely to discourage voters from electing him. Although it worked for Bush in 188, it had less affect against Bill Clinton.

With day-to-day effects of the media, another American example - Ronald Reagan - shows how the right person can adapt and use the media to their advantage. Ronald Reagan was President from 181 until 18 and was the first President to complete the two full terms since Eisenhower (15-161). He came to the post with no experience of Washington, He was an ex-actor, an ex-professional after dinner speaker. He had no direct experience of national government before becoming President, and he had no experience of international politics. His use of photo opportunities, stage managed presentations and speeches broadcast by the media greatly enhanced his popularity and his ability to govern. wwfd fdw esfdfds ayfd fdba nfd kcfd fduk. wwba baw esbabas ayba baba nba kcba bauk.

Richard Neustadt comments that Reagans background in acting, use of charm, ability to appear concerned and dominate conversations with anecdotes which filled up time and prevented heated debates, raised his popularity and prestige with the public. The Great Communicator together with his Director of Communications managed to manipulate the media to their advantage. The advancement of technology, allowing live coverage of any event, allowed Reagan to be packaged in such a way so that he would be shown in a preferential light by the news hungry journalists. He also appealed to the people in prepared speeches, attempting to mobilise the public with varying success; early on having a bigger impact than later on. wwae aew esaeaes ayae aeba nae kcae aeuk;

The media with Reagan appeared to have an immediate impact which diminished over time. Reagans persona and manipulation of the media allowed him to come to power and remain fairly popular. Without the media, it seems hard to imagine the ex-actor gaining power or passing the amount of legislation he managed to do.

The mass media has had an enormous impact on government and politics. It appears that the media reinforces the opinions of some and forms the opinions of others. Using the examples of the USSR and USA, the media can be seen to have a direct impact in the way electoral campaigns are held and the day-to-day running of government. More emphasis is placed on the media by politicians and this leads them to incorporate it into their routine and try to use it to their advantage. The three theories discussed in relation to the effects of the media have different levels of credibility, the no-impact theory appears to lack any value, whereas the opinion-forming and reinforcing can be both argued to work. This has led some like Blumler to conclude that both are working, but on different people. The media has seen a rapid expansion over the last half of the twentieth century, particularly with television, it now shapes how government is presented to the public and therefore forces the government to accept the media and attempt to manipulate it to their advantage. As the example of the USA shows, it has caused speeches to become simpler, more focused on a single issue and be packaged in the correct way. The example of the USSR shows what can occur if the press are allowed to print what they will against a previously oppressive regime. What will occur to the media in the future is not known, but it can be certain that it will continue to have an impact.

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Animal Nutrition

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Omnivores, carnivores and herbivores all have differences in their feeding modes, and these differences are particularly seen in the jaw structure, muscles, dentition and gut of an animal. In this essay I will cover three different animals of mammalian nature.

The jaw structure of an animal plays a vital part in determining its eating habits. In an herbivore, the jaw is relatively long and tends to have a diastema, or toothless space. This is seen in a giraffe, they have a long lower jaw but no teeth at the front of it. Instead it uses a 46-centimetre tongue to wrap around the food and pull off the high branches of a tree. A giraffe is known as a ruminant, which means that they chew their food and swallow it, then regurgitate it back up again to chew some more, and repeat this many times, while being processed through it's four stomachs. They do this to break down the food as much as possible using the enzymes found in their saliva.

A carnivore, such as a lion, however, has a smaller jaw, but is hinged to open wider for large amounts of meat. They also have a small, or no diastema. The jaw of a carnivore allows for a large mouth capacity and they have no need to ruminate, because they do not have to break down cellulose, as it is protein that is found in animal meat. As a result, they tend not to chew very much, just swallow.

Omnivores are generally a mixture of both the herbivore and the carnivore. Humans are a good example of an omnivore. Their jaw is quite small but can open quite wide if needed, but humans chew before they swallow, and they do not need to ruminate.

There are two main muscles that are used in the biting and chewing of food in animals. These are the temporalis muscle, which is used for the biting (closing jaws quickly), and the masseter muscle, which is used for the chewing (helps to stabilise the jaw).

In all herbivores, the masseter muscle is a lot larger than the temporalis muscle, as biting is less important for an herbivore. This is because their food is usually not very tough to pull off a plant, so they do not need to viciously attack it to retrieve their source of food. Giraffes have very strong chewing muscles but relatively small biting muscles.

However, in a carnivore, the opposite is true. The temporalis muscle is larger than the masseter muscle because they need a fast, sharp and hard bite to bring down their prey. Lions bite their prey at the back of the neck to kill them quickly and easily with their sharp teeth before consuming all except the stomach of the dead animal.

Omnivores, like humans, have a pretty equal ratio between the temporalis and masseter muscles, so that biting and chewing play equal roles in an omnivore's diet.

An animal's dentition is dependant on the food that it eats. There are four main types of teeth an animal can have. They are the molars, pre-molars, canines and incisors, each with a different purpose. As a result, some of these are absent in different types of animals.

Giraffes do not have canines, but they do have a number of flat molars and pre-molars, which it uses to grind the plant material from its diet of mainly leaves. Sometimes they will have incisors to tear the leaves before chewing them. Some herbivores do have canines but they are generally used for show (primarily in the male of the species) or they can be used for breaking open nuts and fruit of plants for food sources.

In carnivores, they have small incisors for tearing, very large canines for ripping the meat of their prey and sharp pointed premolars and carnassials (modified molars with sharp points) to grind the meat further. In a lion, the lower canines are closer together than the upper canines, and the upper canines are the more powerful as the temporalis muscle controls them more than it does with the lower canines. We see that the teeth are designed for grinding meat into pieces that can be swallowed almost whole when ripped off the prey of the lion.

Most omnivores have a combination of all the types of teeth that are found in most animals. An adult human has eight incisors for tearing food, four canines for ripping food apart, eight pre-molars to grind some food, and twelve molars that are also used to grind the food that humans eat. The pre-molars and molars are large compared to the others and quite flat, whereas the canines are quite pointed and the incisors are flat but thin.

The type of food that an animal eats depends on the length and type of gut that the animal has. Some have a short gut because they do not need to break down certain substances, while others have longer guts because of the substances that take time to break down.

Herbivores are known to have fairly long guts for the cellulose in plant material to be broken down and utilised completely. In an herbivore like a giraffe, they have four stomachs that comprise around seventy percent of the total gut size. This kind of herbivore is known as a foregut digestion herbivore, and most of the digestion is done in the beginning of the gut. The pH of the stomachs is between five and seven, and along with the enzymes in the saliva, this is where most of the plant material is broken down. The small intestine of the giraffe is approximately ten to twelve times its body length and is quite thin. The caecum is not particularly long as it has done most of the digestion already and the colon (large intestine) is also not too long. Another type is the hindgut herbivore (like a rabbit) where most of the digestion occurs in the caecum and colon using fermentation to break down the food.

Carnivores have a relatively small gut length as they do not have the same need as the herbivores to break down cellulose. They just need to break down the protein found in the meat that they consume. The stomach capacity of a carnivore is about 60 to 70 percent of the total gut size and it has a pH of 1 or less. This is because the enzyme pepsin, which breaks down proteins, needs a low pH to be at its optimum. The small intestine is not that long (about three to six times the body length) but it is quite wide compared to the herbivore and omnivore. In a lion the caecum is possibly poorly developed or it may be absent altogether, and the large intestine is very short and simple.

In a human the stomach is only 0 to 0 percent of the total gut size, though it may be greater in some other omnivores. The pH of a human stomach is about two. The small intestine is ten to eleven times the body length of a human and some absorption occurs here. The most absorption of water occurs in the colon, which is relatively long and wide, and some bacteria fermentation occurs here for any plant material that is not broken down. The caecum of a human is poorly developed and they have an appendix, which the purpose of is not known as of yet.

When deciding whether an animal is a carnivore, herbivore or omnivore, there are a number of different factors that can be looked at to decide, without actually knowing its diet at that stage. Some of these factors are the jaw structure of the animal, the muscles sizes of the animal, the dentition of it, and what kind of gut system it has. We can see that herbivores are usually the opposite of carnivores, and that omnivores are a mixture of the two, this is especially seen when we compare the dentition and gut systems of the three.

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International marketing SEAT a Case Study

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International Marketing

Coursework SEAT A CASE STUDY

SEAT

Introduction

Purpose

The purpose of this report is to analyse and critizise, SEAT's situation in 18, and consider strategic alternatives available to them at that time. In particular I am going to look at their Econosport concept and their move into the Foreign Market, including their breakthrough into the French Market.

Methodology

As this is a report based on a case study most information will involve secondary research, however it will be backed up by, analytical tools of marketing.

Profile

SEAT was formed in 150 as a joint venture between the Spanish Government and Instituto Nacional de Industria. SEAT operated as an independent company producing cars under licence to Fiat. This agreement allowed SEAT to enter the market at significantly reduced set up costs, which in turn reduced their level of risk. However, there were limitations to this agreement, SEAT did not acquire the required skills either in design nor management to take them beyond their agreement with Fiat. Their structure was unwieldy and it was not long before Fiat pulled the plug and SEAT found themselves in an extremely vulnerable situation. This spelt disaster for SEAT as the future welfare of the company depended on them identifying a strategy for survival.

SEAT - the case study

In order to make any strategic plan work, SEAT firstly had to identify factors in both their internal and external environments, which might have effected their ability to develop and maintain their strategic aims, the marketing environment can presents many opportunities and threats which can fundamentally affect all elements of the marketing mix.

SEATs Marketing Environment

The ford act passed in 17 opened up the market to much larger competitors such as Ford and GA which in turn, put pressure on smaller manufacturers like SEAT who were struggling in the short term for survival and in the long term to increase market share. Another factor to consider was the 17 oil crisis, this had brought about an economic crisis which had lead to market instability with no imminent signs of recovery. SEAT had no idea how this would affect the market in the long-term so had to ensure they adopted a strategy which would allow for adaptation should external forces require it.

Another key factor in the automobile industry, as in many others throughout the eighties, was the advancements in new technology. These advancement opened up supply networks, allowed for JIT procedures and TQM policies all of which allowed SEATs competitors to gain competitive advantage.

Internal Resourses

As previously discussed SEAT came out of the agreement with Fiat with literally no

technological know -how and a weak financial situation, this made the implementation of any strategic plan extremely difficult to achieve.

Competitor Analysis

An important issue for them to consider and analyse was the nature and role of competition. No company could afford to neglect what their competitors where doing and succeed.

The Threat of new Entrants was minimal, as to enter the market was extremely expensive and the economic crisis was not conducive to new entrants.

Threat of Substitute Products as SEAT targeted the lower more economically minded segments of the market there was a possible threat from motorbikes and mopeds, the intensity of this threat would strongly depend on which countries they would be targetting. Perhaps on some of the Spanish and Greek Islands the threat would be greater than on the mainland. Good research would indicate what segments these threats would be likely to effect.

Competitive Rivalry

SEATS main competitors were the Japanese manufacturers who were managing to significantly increase market share through the development of production techniques such as JIT and TQM, these techniques allowed them to significantly reduce their production costs which allowing them to increase the amount spent on added extras which would give them competitive advantage. It was to them that SEAT would look for inspiration in reducing overheads, which were extremely high. Other direct competitors targeting the same segments of the market as them were Fiat and Volkswagen, therefore strategic alliance with them would prove to be an extremely good move. However, they should have been asking themselves whether they could exploit weaknesses in other close competitors such as Peugeot and Citreon who were increasing their market share in Europe within the same segments as SEAT, research would have aided their ability to minimise their competitive advantage.

Bargaining Power of Buyers

SEAT automobiles were only sold in Spain, yet Spain had a relatively low market share in the automobile industry, therefore there was no immediate threat. However the opening up of export quotas became a consideration for future strategic planning.

Bargaining Power of Supplier

SEAT had set up their own network of suppliers, supplying them with the correct skills and facilities for production, therefore they would not have been seen as an immediate threat.

As a direct consequence of scanning their internal and external environments SEATs key strengths and weaknesses were identified as

Strengths

·They had more than adequate production facilities, if they could they be utilised better!

·Product Life Cycles were decreasing, this could be seen as either a strength or a weakness as it increased sales but also increased competition.

Weaknesses

·They had no distribution network of their own

·They had no technological know-how

·Their production facilities were overstaffed and expensive to maintain

·There had been limited investment in R&D therefore their product range was extremely poor and indeed losing market share

·They no brand name to trade on

Opportunities

·Spanish market was still there to be cracked!

·Globalisation had levelled the playing field taking away comparative advantage of competitors

Threats

·Japanese manufacturers continued to increase market share through advancements in technology

·Economic crisis had increased the level of competition

Once SEAT had performed their audit they identified their strategic objectives a and set about obtaining them. These included

1.To guarantee the survival of the SEAT company without breaking completely with Fiat technology.

.Develop a SEAT Technology

.Co-operate with multinational Groups.

In order to meet their strategy of survival SEAT opted to pursue a 'growth strategy' in Spain and to pursue a 'Diversification strategy' into international markets.

To achieve these goals, investment in both financial and planning terms would be high, therefore it was imperative that they follow a market entry strategy that would reduce the risk involved, yet provide them with adequate returns make company competitive.

For growth to be achieved in both the Spanish and International markets there had to be significant investment in product development. SEATs current range was losing market share and did not appeal to the home market therefore it would be foolish to move into international market with a product range that did not satisfy consumer choice. Before investment was made however, they would of used either the Boston Box or the Product Life Cycle to aide identification of products which were performing well, which products needed further investment and if indeed any products should have been deleted altogether.

There was no easy option for SEAT, all products in their range had suffered due to a lack of investment in R&D, they also had a poor quality image therefore, the decision was made to update all models including engines and components.

Agreements reached with Porsche, to fully design, and build Porsche engines, were seen as a way of improving SEATs reliability problems, as well as of attaining competitive advantage by capitalising on Porsches brand name. Along with further agreements with Guigiarto and Karmann for parts and components, SEAT began to build a marketing campaign based on reliability, allowing them to shed their image of 'cheap cars, cheap parts, poor quality' before entering the International market.

SEATs agreement with VAG proved to be the key factor in making their strategic plan work, in that it allowed them to transfer knowledge and technological know-how as well as increase production in their own plants thus, reducing overheads and gaining the economies of scale they so needed to achieve.

Further agreements with Fiat allowed them to develop Fiat brands, which they had previously produced with the exception of the Panda - which Fiat would reduce production of until SEAT took over in 186. This again allowed them to increase production, reduce overheads and implement JIT and TQM procedures, which were imperative if they were to be able to adopt a pricing policy of market penetration.

Their agreement with VAG, played a major part in the turnaround of SEATs fortunes. VAG purchased a 51% majority share in SEAT and undertook to meet the goals set in SEATs 181 strategic plan, those goals included the continued production of SEAT automobiles and diversification into international markets.

Pull factors for SEAT included a broader customer base, higher levels of profit and the ability to build a strong brand name. Push factors to be considered before going international included legislation of host countries, entry barriers, and of most importance the state of the market in those countries to be entered.

SEATs resources were still limited therefore their market entry strategy had to be tailored to suit their situation. The only option available to them therefore was that of licensing, a major strength of licensing is that it combines the skills and knowledge of the licensor with the local contacts and experience of the licensee.

Segments to be targeted included A compact cars, B - small cars, C -medium low range cars. Why not strive for D medium high range cars? this should have been considered in the long term as segment D had the potential for the highest level of profit per car sold.

World markets were analysed, as were the policies and standards applied by the competition before any decision was be made on which countries would be targeted. The decision to target Europe first was a sound strategic decision as SEAT had already begun the slow process of improving their company image, allowing them to gain a small market share. 18 saw the first exports take place through export agents and franchising as again these options limited the level of risk to SEAT should the markets entered not be successful. SEAT took great care in identifying importers for their products choosing only those, who were financially sound and had adequate resources for marketing their products. They achieved this with the co-operation of their franchisees, as they could aide in developing advertising campaigns, which were appropriate to the country and target market aimed for. Again resources were tight and SEAT chose to use promotions instead of costly advertising campaigns and hope that word of mouth advertising would help them achieve their corporate goals.

Another key aspect to developing their brand image was SEATs investment in customer service as this was seen as paramount to the companies future success.

SEATs pricing policy was that of market penetration in the first instance, however they tailored their price to the economic conditions of the segments they were targeting. This called for much environmental and competitor analysis but always ensured that their products were competitively priced in relation to their competitors offerings.

Summary

SEAT's options for survival were minimal, they had no capital, no resources and no skills regardless of their 0 years trading. Their strategic options therefore, were limited. To turn the company around they had to learn from previous mistakes, which I feel they did extremely well. They followed the strategic option of diversification and in doing so they researched their markets well, positioned their products to suit their market segments and adopted the only strategies for distribution which was open to them, i.e. exporting/franchising. Had they chosen to enter as wholly owned subsidiary or even by joint ventures the capital required would have limited their ability to invest in R&D, and New Product Development, which they knew was necessary for them to achieve their ultimate goal of survival.

The great care taken in the distribution of their vehicles showed that SEAT were serious about changing their brand image of a poor quality. Importers had to meet strict criteria set by the company limiting the amount of vehicles which could be sold, but the hope was that it would help create customer demand.

The only other option available to them at that time would possibly be a strategy of market penetration in Spain, this may have allowed them to gain a larger market share in the shortest possible time. However, this could have proved risky as they already had a poor quality brand image and it would have been even more difficult for them to develop a brand name that they were proud of.

SEATs Econosport Concept

SEAT identified that their products were not performing as well as their competitors, they still had not developed a brand name and research showed that no one was actively seeking to purchase a SEAT. Therefore they had to build a car that would prove attractive to the market and create consumer desire.

It was not sufficient to compete on price alone therefore they had to find other ways of differentiating their product offering from that of their competitors. However, they still had to think of the segments of the market they were competing in. It had to be economical to run yet offer added extras. Their aim was to create a model that consumers would want to buy for design not for cost. This in turn would allow them to create a 'Brand Name' .

After much research SEAT came up with the ECONOSPORT concept, economy but with the styling of a sportier model.

Hence, The IBIZA model was launched successfully in 184, and proved to be extremely attractive to the French and Italian markets allowing them to increase market share taking them one step nearer to achieving their strategic objectives set out in their 181 strategic plan.

Summary

The launch of the econosport concept identified well with what the consumer wanted, it was economical yet sporty and above all increased consumer awareness of the SEAT brand. This allowed SEAT to increase their market share in most European countries, but of most interest was that SEAT continued to lose market share in Spain, which confirmed that their strategic choice of internationalisation was the correct option for them.

One drawback however, was that it only appealed to one segment of the market, which was why the IBIZA was most successful in France, Germany and Italy as they purchased more small cars than the rest of Europe. To continue to build brand awareness in other segments SEAT should have identified with their consumers that there were still market segments in which SEAT was relatively unknown.

The French Market

France had the lowest market growth between 181 and 185 yet SEAT successfully achieved to not only enter the market but increase their market share from 0.1% to 1.% only two years.

The small to medium priced bracket was one of Frances most successful segments, therefore SEAT strategically placed themselves in the marketplace confidently, knowing they could deliver what the consumer wanted therefore they could create desire and stimulate action for their products.

This also allowed SEAT to adapt their pricing strategy accordingly making it more favourable to them, allowing an increase in profit per sale.

Successful marketing would also be much easier to achieve, building brand awareness, and increase their market share.

Summary

SEAT had researched their segments well, Germany, France and Italy all proved to be invaluable to them in achieving their strategic goals. The chosen entry methods limited their risk but reduced the profit available to them. A better strategic option would be to move into these segments as either wholly owned subsidiaries or as a joint venture. This would allow them to capitalise on their strengths within these market segments.

SEAT - Conclusion

SEATs recovery strategy can be seen as highly successful, they have created a successful Brand, and are now known as an International Company. They are also continuing to increase their market share in many segments but it is extremely important for them to continue to invest in New Product Development, as any advantage achieved through technology, can easily exploited by their competitors.

For future growth they should now be looking to other segments of the market, for instance Group D cars, as this would allow them to maximise profit margins and broaden their customer base.

Another option for growth would be to look at different entry strategies in markets that have proven to be. These could be as wholly owned subsidiaries, or and Joint ventures, this would allow them to develop good customer relationships, create brand loyalty and maximise profits.

Of most importance to any business however, is the need for ongoing research, In anticipating their competitors actions, they will be more likely to successfully achieve theirs.

Bibliography

SEAT A Strategy for Survival, Case Study, Marketing in Europe Case Studies,

Lecture Notes, Dr Omar, Napier University

Brassington F & Pettitt Stephen, Principles of Marketing, Chapter , Prentice Hall, Second Edition, 000

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911

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-11-01 and the New America

I was asleep in my mother's bedroom. I woke up to the sun's rays beaming through the window. I looked at the alarm clock to see how much more time I had left to get ready for school. I decided to turn the news on to check out how the weather was going to be that day. Even though it was rather warm, I was snuggled up in a fluffy comforter, I then plopped myself up to change channels. I decided to stay on Good Day New York because it gives a description of how the weather will be like in the morning, noon, afternoon, and night. The weatherman, Dave Price was declaring what a beautiful day it was going to be. Amidst the usual news anchor banterit was interrupted by footage of a black gaping hole in one of the Trade Towers. They explained that it was an airplane that crashed into it. The news then focused the camera to this smoking, flaming, and black hole. The news then began to interview witnesses. Some were being interviewed live and some were being interviewed on the phone. I recall one of the witnesses saying that she noticed that the plane was flying unusually low and believed that the pilot was in danger. In the background was the sound of the fire truck's siren going off. The news reported that the FDNY were evacuating people. I was thinking to myself that luckily I did not know anybody who was working in the World Trade Center. I was glued to the TV, then out of nowhere while the news was focusing on the shot of the Trade Towers another airplane was in sight in slow motion about to hit the unharmed Tower. Channel Five's reception soon faded to black and white snowflake. I tried to change to other channels, but the only one I received (I had no cable at that time) was channel two. I thought to myself, I just witnessed something unimaginable. I did not even attempt to go to school because I just pictured myself being trapped under the subway and being left to die. I kept watching the news which was my only form of information at the time. I then tried to call my boyfriend on his cell phone but I could not get through. Instead I text messaged him and moments later he text messaged me back saying that school was being evacuated. The world is going to end I thought. Moments later, the news reported that the Pentagon was hit and that another plane crashed in the field that was supposedly heading to the White House. Then surprisingly the Trade Tower had collapsed and soon the other one would collapse as well. The faces on the news anchors were grim and were shocked with disbelief.

The news media immersed society with any breaking stories of rescue stories, terrorist backgrounds, etc. Society was fed 4 hours of news. The news on TV was my number one form of media. I mostly stayed home with my family that week. I recall my aunt desperately wanting to buy the New York Times because she wanted to keep it as a memory. She said she looked everywhere and all newspaper stands sold out of it. Everybody wanted to get that piece of paper that was to be written in our history books. Everybody wanted to keep that documenta proof that this horrendous event actually occurred. I never recall in my life never watching so much news in my life. What really stands out in my mind is how the media showed an image in which Middle Eastern people, be it adults, and children cheering and celebrating for what took place in the U.S.. I was sick to my stomach and filled with anger when I saw this horrible image. I think any red-blooded American wanted to enlist in the army and partake in the war against terrorism. Society in the first month was in my view was somber, and reflective. Everybody was grateful to be alive and wanted to enjoy the company of their family and friends. Society also became patriotic. All houses were filled with American flags, stickers, and red and white blue ribbons. Cars that were riding by advertised little American flags. The Fourth of July was not even remotely that patriotic. I noticed that people were friendlier and warm-hearted. There was a candle vigil that took place and most of the tenants came out to light candles and reflect. After this vigil, the tenants were opening up and talking about -11. We discussed what the news reported which was the missing people report increasing day by day. One elderly woman wished that they could send all the Muslim people back to their countries, and then a middle-aged woman said that was unconstitutional and impossible. Everybody was open and more sharing when before we did not even talk to one another.

Another change that took place was censorship. Hollywood wanted to push back dates for upcoming movies that dealt with plots concerning terrorism and explosion. It was as if they wanted to shield and protect us from reality. The entertainment industry wanted us to escape from the reality that we were suffering. The news reported anthrax scares and unsuccessful rescue missions. The upcoming Spiderman movie was reported to edit out the scene which Spiderman was hanging on one of the Trade Towers.

The entertainment media helped us in our time of need. I remember David Letterman's first show with Dan Rather as his guest was memorable. All the feelings that they were feeling were the same as ours. The shows melancholy and somber mood helped us to reflect and heal. Another show that also helped us heal was Saturday Night Live. In this episode Rudy Guiliani, NYPD, and FDNY helped us to move on. The boss of SNL asked the former mayor, Can we be funny?, and Guiliani said, Why start now? I believe the entertainment media helped us to move on and influence our moods. Soon after that TV was getting back to normal, bomb plots and all. As the months have gone by people moved on and lead their original lives. Personally I have become more alert and careful, and I believe that some people also feel this way. But as of right now, people have moved on and things have gone back to normal. I observed that most people do not want to dwell in the past and want to enjoy their lives. Most do not like to hear news of war on terrorism and would like to escape what is really going on outside the U.S..

People's sense of the future now is that they want to be with their family and friends more. They feel lucky to be still here and that everybody wants everything to be normal so they can enjoy life. American values seems to mean respect, honesty, and justice. It could mean to go to war to protect our American values.

Changes in society such as the emergence of dishonest CEO's, the sexual immorality of trusted priests, bribes that political figures received, and companies such as Enron did not parallel with our American values so they were reprimanded. The society before -11 took place were stories were sex scandals of political figures, and mostly pop culture, fluff as they call it. The society and the media have changed in some ways since -11. But at the present time all forms of media is slowly beginning to go to -10 fluff. But as presently stated before, people in society do not want to dwell on it and be nervous and morbid human beings. In conclusion media greatly influenced our society in many ways, it helped us to reflect our moods and to heal as well. Media also immersed us in so much reality that it caused us to use another type of media which was to escape reality. I never knew the media had such a great influence in society.

Please note that this sample paper on 911 is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on 911, we are here to assist you. Your cheap college papers on 911 will be written from scratch, so you do not have to worry about its originality.

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