Mars Attacks! Review Essay

Review of Mars Attacks! Mars Attacks! is Tim Burton’s clever thought at a martian invasion on the United States of America. After their landing, they easily took advantage of the governments trust, understanding, and compassion. Human beings, especially Americans, show just how ignorant and unpredictable they can be. However, their stupidity paves the way to their survival with a little bit of a population remaining. Source Materials: The constant struggle between war and politics makes this movie a classic bumbling mess of emgo fighting over what they consider to be right. The 1950’s science fiction focuses on how these peoples egos were created in a time of growing personalities. Genre: Parody Science Fiction portrays humility at the expense of American’s under the superior mind of the martians. Ultimately giving the upper hand to the human race for a reason that could not even be fathomed by mankind. Star Personas: The film is shown through the eyes of powerful figures from Nevada to Washington D. C. Everyone has an opinion and the best idea with how to deal with the martian invasion. A poor kid from that gets no attention within his society turns out to be the hero of the film. Technology/CGI: Used strongly throughout the entire movie, because anything that had to do with the martians was created by CGI. It was used to give a feel of abstract science fiction and not just a battle for superior intelligence. Plot: Told from a variety of different viewpoints and the advantages and drawbacks that went along with them. Everything comes together in the end to make it a bittersweet happy ending for all of those still left alive.

European Custom Law

The Customs Union is one the bases of the European Union and an essential element in the functioning of the unified market. The unified market can only function when there is a common application of common rules at its external borders. This implies that the 27 Customs administrations of the EU must act, as they were one. These common rules go beyond the Customs Union as such, and extend to all aspects of trade policy, such as preferential trade, health, environmental control, the protection of EU economic interests and the management of external relations. The creation of a customs union in the European Economic Community in 1968 was implemented internally through the abolition of customs duties, quantitative restrictions and measures having equivalent effect between Member States and, on the external front, through the introduction of a common customs tariff and a common commercial policy. In fact, goods imported from third countries had to be treated in the same way by all Member States in order to circulate freely in the customs union. But the customs union itself had to be integrated into the existing international economic order, regulated by the 1948 General Agreement on Tariffs and Trade. On the EEC Treaty the Member States declared that in creating a customs union, they intended to contribute, in accordance with the common interest, to a harmonious development of world trade, a gradual removal of restrictions to international trade and the lowering of customs barriers. The creation of the customs union has led to strong growth in intra-Community trade, but the Community has not become insolated. Instead, it has developed into the world's biggest importer and exporter. In addition, the rules of the GATT and the various international agreements created under their influence, formed the legal basis for the EU's own commercial policy instruments and action, notably in the field of tariffs, the application of safeguard measures, anti-dumping and anti-subsidies actions. The European Union can introduce surveillance and safeguard measures in the framework of the common rules for imports when imports at prices viewed as normal are causing or risk causing serious injury to European producers. In cases where the export price is lower than the normal value of a like product (dumping), the EU can take trade protection measures, notably through the application of anti-dumping duties. European rules being compatible with those of the World Trade Organization, economic operators must comply with only one set of rules for imports into the EU These rules apply automatically in the new States acceding to the EU. The Member States of the European Union no longer have an independent foreign trade policy. More than 60% of their trade is intra-European and as such it depends on the rules of the single market that prohibit any trade protection or trade promotion measures. For the remaining 40% of their trade, the main instruments of commercial policy, the Common Customs Tariff, the common import arrangements and the common protective measures are in the hands of the organs of the EU, the Commission and the Council. Together they contribute to ensuring an even competition playing field for European businesses, giving them access to equal prices for imported raw materials and other products they need. At the same time, the common commercial policy facilitates the work of European importers who can use a uniform import license, valid throughout the EU. Mission statement of Customs authorities:The European Commission website on its Taxation and Union section states:â€Å"Customs authorities shall be primarily responsible for supervision of the Community’s international trade, thereby contributing to fair and open trade, to implementation of the external aspects of the internal market, of the common trade policy and of the other common Community policies having a bearing on trade, and to overall supply chain security. Customs authorities shall put in place measures aimed, in particular, at:a. Protecting the financial interests of the Community and its Member States;b. Protecting the Community from unfair and illegal trade while supporting legitimate business activity;c. Ensuring the security and safety of the Community and its residents, and protection of the environment, where appropriate in close cooperation with other authorities;d. Maintaining a proper balance between customs controls and facilitation of legitimate trade. The two faces of customsCustoms services in the EU play a dual role. Customs officers still act as collectors of customs levying import duties and taxes but increasingly they also work as â€Å"watchdogs† securing the Union’s external borders to protect citizens’ health and safety. Checks to enforce security and safety rules can only be performed at the EU’s external borders. It is inevitable that certain cargo shipments, which could pose a risk to the safety or security of the EU and its citizens, must be stopped and checked. These checks are different from the task of levying import duties, which customs authorities can perform at a later stage along the supply chain, for example on the premises of the importer or exporter, to avoid congestion at the EU’s external borders. The watchdogBorder checks to guarantee the safety and security of European citizens are performed by customs officers in close cooperation with other border agencies, such as veterinary and product safety authorities. Two particular causes of concern for customs authorities with respect to health and safety are counterfeit goods and drug precursors. The collector of customsEvery shipment of goods, which enters the European Union, has to be declared to customs. On the basis of the customs declarations, customs officers check the shipment and levy the import duties and taxes due. In 2007, import duties totaling over â‚ ¬15 billion were levied, which is equivalent to 13. 2% of the revenue side of the EU budget (Garcia, 2012)Application of Common Customs Tariff:A customs union is characterized by the existence of a single external tariff applied by all Member States to imports coming from third countries. Such imports only have to clear customs once and can then move freely within the common customs area. Reaching an agreement among the original Member States on a single external tariff required a complex striking of balances and compromises, given the different national interests, stemming from the different products that each country wished to protect. The common customs tariff (CCT) adopted by the European institutions in 1968 is, therefore, a major achievement of European integration (Article 28 TFEU, ex Article 23 TEC). For the member countries, the CCT meant both the loss of customs revenue, which, since 1975, has been a resource of the Community/Union budget, and the option of carrying out an independent customs or trade policy. No member country can unilaterally decide on or negotiate tariff matters; all changes to the CCT are decided by the Council following negotiation (if necessary) and proposal by the Commission. All bilateral (between the EU and non-member countries) and multilateral negotiations are carried out by the Commission. As of 1968, the Member States are not entitled to unilaterally carry out customs policy, i. e. suspend customs duties or change CCT. Only the Council can waive the normal application of CCT by means of regulations adopting various tariff measures. Such measures, whether required under agreements or introduced unilaterally, involve reductions in customs duties or zero-rating in respect of some or all imports of a given product in the territory of the European Union. They take the form of EU tariff quotas, tariff ceilings or total or partial suspension of duties. Modernized Customs Code: Customs authorities today, faced with this rapidly changing and challenging environment, must ensure that they continue to provide a first-class service to EU citizens and companies. A central pillar of the MCC is the concept of centralized clearance, which makes it possible for authorized EU traders to declare goods electronically and pay their customs duties and value-added tax (VAT) at the place where their business is established, irrespective of the member state where the goods are presented. Centralized clearance builds upon the current practice of Single Authorization for Simplified Procedures. The current draft of the MCCIP, however, requires that traders send the required customs clearance information to multiple member states. Basically, where the customs office designated for the lodging of customs declarations (i. e. , supervising customs office) is in a different member state than the customs office that receives the physical goods (i. e. customs office of presentation/importation), the importer must provide the entry information to the customs offices in both member states as well as the member state where the VAT is due. The modernisation and simplification of the customs legal and technological environment started several years ago with a major amendment to the Community Customs Code adopted in 2005, which gave EU customs authorities the powers to implement some of the most advanced security requirements in the world, while creating an environment that does not disrupt legitimate trade. This amendment is expected to be fully mplemented by mid 2016. The Modernized Customs Code will, when fully implemented, provide the necessary simplifications to make customs and trade work better, faster and cheaper. The Electronic Customs Decision already provides a significant step forward in linking national customs Information and Communication Technology systems, benefiting both customs and trade. By meeting the needs of modern logistics, a pan-European electronic customs will increase the competitiveness of companies doing business in Europe, reduce compliance costs and improve security at the EU borders. The proposal to amend the mutual administrative assistance provisions in customs matters will streamline and improve the current IT systems and enhance capacity in the fight against fraud in the customs sector. These are important legal and technological steps that will prepare European customs both for the immediate and the medium term future. Electronic Customs are a significant development for the E. U. Customs that aims to provide interoperable customs systems, accessible to economic operators throughout the Community by replacing paper-based customs procedures with similar declarations in electronic form across the entire E. U. , thus creating a more efficient, simpler and modern customs environment. The electronic office is a very important development for the E. U. Customs. Its aim is to provide interoperable customs systems, accessible to economic operators throughout the Community, in order to replace the current paper-based customs procedures, with similar declarations in e lectronic form throughout the entire E. U. , thus creating a more efficient, simpler and modern customs environment. Trade facilitation and security strengthen at external E. U. borders are the twin goals of this project. Specifically, this initiative aims to * Make easier the movement and control of goods to and from the internal market through efficient import and export procedures. * Increase the competitiveness of European trade, by reducing compliance and administrative costs as well as to speed up clearance times. * Facilitate legitimate trade through a coordinated and common approach of goods control.

Benchmarking for Performance Evaluation Essay Example for Free

Benchmarking for Performance Evaluation Essay In September 2004, Wendy Wiley, the Northlake Bookstore manager, was considering the implications of a shocking development. For the first time in her seven years as the Bookstore manager, textbook sales for this fall had decreased from the prior fall sales. The sales decrease was approximately $180,000, or 3% of annual textbook sales. Wendy wanted to address this problem before it got worse. She found that this sales decrease was due to two emerging technology problems, possibly of equal magnitude: 1) the students’ increasing use of online textbook vendors, and 2) the professors’ increasing use of online textbook publishers. Wendy reported the bad sales news to her boss, Chuck Irwin, the Vice Chancellor of Finance at Northlake University. After commiserating with her, Chuck told her that he was not surprised by this sales problem and that she should consider how to deal with these emerging technologies in her next performance evaluation report by comparing the performance of the Northlake Bookstore against competitors using benchmarking analysis. This analysis would help Wendy find the strengths and weaknesses of the Bookstore. Additionally, Chuck wanted Wendy to develop a few key related short-term performance goals and related measures that could be used in future performance evaluations. He wanted to discuss the situation at their meeting next week, which was the annual review of the Bookstore’s performance for the prior fiscal year 2004 (July 2003 through June 2004). A benchmarking analysis was required by Chuck for the annual review of all the nonacademic departments under his management. Northlake is a private university, located in a major metropolitan area in the Midwest, with an annual enrollment of 12 ,700 students, mostly undergraduates. Northlake is quite dependent upon student tuition, which typically accounts for 60% of its total revenues. However, the Chancellor was concerned because donations and gifts to the University were down, possibly due to uncertain economic conditions and erratic stock market performance. Prior to becoming the Northlake Bookstore manager, Wendy had spent 15 years in retail sales, most recently as a Wal-Mart sales manager. She was an outgoing, supportive individual who really liked being a retail sales manager and enjoyed working with her employees. She strongly believed in continuous improvement of any sales department that she managed. Despite her extensive retail experience in the for-profit sector, this was her first experience working in an academic environment. Wendy occasionally became frustrated working with faculty due to their late or inaccurate book orders. However, she liked helping students and enjoyed working in an academic environment without all the pressures of a for-prof it business with aggressive sales and earnings targets like Wal-Mart. To prepare her benchmarking analysis report required for the upcoming annual performance evaluation of the Bookstore, Wendy had collected income statement, product line, and other performance measures for the last three fiscal years. To aid evaluation, she summarized the various Bookstore operations into five product lines: textbooks, supplies and sundries, clothing, software and accessories, and computers. The textbook product line included new texts, used texts, class notes (course packs), and general reference books. The supply and sundry line included school and office supplies, electronics, food, sundries, greeting cards, and miscellaneous campus department sales. The clothing line included all insignia clothing, gifts, and memorabilia. Wendy knew she needed to act fast to thoroughly analyze all the information needed for the Bookstore’s annual benchmarking analysis that Chuck and the Chancellor required. She had a lot of historical information and was wondering how to analyze this financial information for her benchmarking analysis report. Benchmarking is the process of identifying superior performance of other organizations for products, services, and processes, and then attempting to improve necessary areas with the goal of achieving similar excellence. The benchmarking process first became popular in 1989 after Xerox advertised its success with the tool; however, the tool was initially employed by Xerox in 1972. In fact, more than 70% of the Fortune 500 companies—which includes AT&T, Ford Motor Company, IBM, and Eastman Kodak—reported using benchmarking regularly. Benchmarking is useful in countless decision-making settings including performance evaluation, health and safety management, and supply chain management. To reach for greater standards of excellence, Ford would likely consider foreign automobile manufacturers that have been well known for high efficiency and quality, such as Toyota, the current world-wide leader in automobile sales. Wendy currently benchmarked the performance of the bookstore against other college bookstores and major booksellers. In performing a benchmarking analysis, it was imperative for Wendy to benchmark processes that were aligned with organizational strategic objectives. Since the Bookstore was a profit center, it was imperative that she compare the profitability of the various product lines with other universities. The Bookstore also had an objective to provide service excellence. Thus, if available, it would be beneficial for Wendy to benchmark customer satisfaction data with other universities. Once processes that were consistent with strategic objectives were identified, it was necessary to collect and analyze internal information vis-Ã ¡-vis external information from competitors. The benchmarking process did not stop once areas of excellence and inferior performance were identified. Rather, it was imperative for Wendy to identify how to sustain the areas of excellence and improve the areas of inferior performance. In determining how to improve poor performance, she needed to understand the reason behind the poor performance. Once that was attained, it would be possible to determine a long-term plan for improvement. A key role of the Bookstore was to supply the Northlake University community–which included but was not limited to faculty, students, alumni and parents–with textbooks, supplies, clothing and gifts, computers and software, and much more. The Bookstore’s formal mission statement was as follows: The Northlake Bookstore is an academic resource for the students, faculty, staff, alumni, and guests of the University. The Bookstore serves the University with a business presence dedicated to providing service excellence that meets or exceeds the needs of each customer and University department. The Bookstore played a significant role in enabling parents of freshmen to participate in getting their children ready for the first day of class. Additional temporary staff was hired to ensure there was adequate assistance available for new students and returning students who were purchasing their textbooks. These staff members were readily available and happy to answer any question that new parents or students might have regarding textbooks or the University in general. Also, congruent with the University laptop requirement for all students, the Bookstore sold computers and software. This was a great way for parents to enjoy onestop back-to-school shopping. Additionally, the Bookstore tried to promote the University as a brand name by selling clothing and accessories with the University logo and/or name. Availability of clothing and accessories was also a service provided to students, parents, and alumni who wanted to show their support for the school. Sales of merchandise with the University logo indirectly promoted the University, but the Bookstore did not try to formally create alumni support nor was that a formal goal. This was the function of the University Alumni Advancement (funding) office. As indicated by the mission statement, by the role taken to familiarize new parents and students, and by the sale of merchandise with the University logo, the Bookstore operated in a manner aimed at achieving high customer satisfaction. To measure customer satisfaction the Bookstore conducted an annual customer satisfaction survey and a separate faculty satisfaction survey. Customer suggestion forms were also readily available on the Bookstore website. In her years as the Bookstore manager, Wendy had developed various financial performance measures to help assess the performance of the Bookstore. Over the last few years, she had used these measures as part of her benchmarking analysis. She felt fortunate to have a fairly comprehensive benchmarking database available to her. It was provided annually to all bookstore members free of charge by the National Association of College Stores (NACS). The only requirement was that each bookstore had to contribute its own data to the benchmarking database in order to use it. The NACS database included income statement, product line, and other types of benchmarks. With the looming threat from online textbook vendors, Wendy had started to benchmark Northlake’s textbook prices against the major online textbook vendors. She also tracked mail orders and Web orders from Northlake’s own website (started in 2000). Her task now was how best to use this benchmark information. She believed that her first step was to compare her current financial and operating results with the benchmark data to pinpoint areas in need of improvement. This analysis would likely uncover some areas that needed her attention, which would be useful in identifying areas in need of improvement. Benchmarking for Performance Evaluation. (2016, Dec 24).

A Critical appraisal of the Torrey Canyon oil spill and the Coursework

A Critical appraisal of the Torrey Canyon oil spill and the Remediative Response - Coursework Example dies show that many experts have been wrong to focus on dispersants as the main source of toxins involved in oil spill events, because oil itself has toxic effects that can outweigh the dangers of low-level dispersant use (Boyd et al 2001). Oil’s bioavailability to marine life is possible through four main pathways: 1) direct contact with the oil, such when birds dive through oil to catch fish 2) ingestion through eating prey covered with oil or that has recently eaten oil-contaminated food, or through preening their oil covered feathers 3) breathing in fumes or oil particulates suspended in the air, and 4) absorption, whereby toxins leach into the skin of sea creatures or the membranes of plants. Of particular concern is PAH, a highly toxic compound found in almost all oils that has a known association with cancers in both wildlife and humans. Polycyclic aromatic hydrocarbons (PAH) are formed when organic compounds are not completely burned off during combustion (Srogi 1997). PAH contamination of the environment occurs through many of our everyday activities both at the personal and industrial levels, such as motor vehicle emissions, asphalt and aluminum production, oil refining, waste burning, and the combustion of fuels in ships and aircraft (Srogi 1997). When in gaseous form, PAHs enter the water system through precipitation and other atmospheric conditions. Oil leaks and municipal and industrial waste and are other sources of aquatic contamination (Srogi 1997). PAH is toxic in both fresh oil and in â€Å"weathered† or decomposed oil that has been exposed to natural atmospheric conditions over time (Neff et al 2011). Researchers have found that oil continues to leach from sedimentation under the water’s surface years after a spill. French, Banta and Swiss... This paper stresses that experience and research are leading the science community and environmentalists in new directions in terms of oil spill responses. Microbial degradation of oil droplets is one area of research that may lead to more environmentally friendly cleanup procedures. Researchers are aware that all natural environments contain bacteria that degrade bacteria. Microbes adapt to their environment; areas with regular spills due to ship traffic have local led developed microbe populations that live off the oils. Many types of these oil-eating microbes work together to break down the diverse compounds found in crude oils and other spilled substances. Researchers have attempted to genetically engineer microbes to enhance their hydrocarbon-eating capacity in future oil spills. This report makes a conclusion that while the U.S. maintains open-mindedness about the use of chemical dispersants, most of the world, rejects non-chemical oil removal in favor of mechanical methods. It is worth noting that the International Tanker Owners Pollution Federation Limited, which produces an annual report on accidental oil spills finds that over the past four decades there has been a decrease in the number of large oil spills. Unfortunately, we seem to have far to go in figuring out how to prevent them altogether, however, when we use experience and science to handle spill events more intelligently, we may begin to see less disastrous consequences from our response to spills in the future.

The Future of Nursing Term Paper Example | Topics and Well Written Essays - 1000 words

The Future of Nursing - Term Paper Example In fact, even the report recommends that even the already registered APRN nurses have to acquire advanced professional studies to improve their training skills. Transformation of Nursing Practice The IOM (2001) gives important report to the transformation of the future nursing as it recommends the need for nursing practice in the healthcare institutions in the US. The demand for practicing nurses is about 10 percent. This implies that the US government has taken initiative to train nurses for the future heal care services. The focus on practicing has transformed the nursing operations to a high level of competence and confidence. The need to practice however faced challenges when the registration of APRN nurses. There is an ongoing negotiation for the ban to be lifted so that Advanced Nurses may continue with their practicing. This is very essential during the discovery of the new healthcare systems focused on the well-being of patients. The competence of nurses to meet the needs of patients is supported by their scientific knowledge and their unlimited abilities to adapt to the changes in the Medicare systems (Shell, 2002). The practicing has developed a reliable number of highly skilled nurses who are able to provide advanced services that could otherwise remain to be the responsibilities of professional physicians. It is not logical to engage highly trained physicians even though they have broader and special training than the APRN nurses. The IOM (2001) recommends that because the future need for more cost effective systems of health services, there should be opportunity for practicing nurses to take roles that are more responsible in the operation of the modern healthcare system. They are not only... This report approves that improvement in nursing education will assist in the process of eradicating ignorance and the risks of unethical and unprofessional services. The solution and the risk mitigation strategy for this possibility are to develop a team of educated workforce. The report argues that effective education model and improved system of education will prepare the future nurses to be able to manage leadership responsibilities. The US government is committed to supporting education geared towards the development of teams of nurses focused on improved quality and reliable outcomes. For the future healthcare to realize the value of nursing profession, then the IOM report argues that there is no substitute to educating nurses. In fact, even the report recommends that even the already registered APRN nurses have to acquire advanced professional studies to improve their training skills. The competence of nurses to meet the needs of patients is supported by their scientific knowl edge and their unlimited abilities to adapt to the changes in the Medicare systems. This essay makes a conclusion that as the US realizes the need and the opportunity to change the system and services in the health care institutions, nurses are able to play vital responsibilities in the process of implementing the transformation. The key recommendation about leadership is that nurses should work with stakeholders to ensure that they provide unlimited high quality healthcare services and at the same time, participate in the decisions that change the working environment in the institutions. Indeed, nurses have strong influence on the outcome of the future healthcare services.

Strategic Change Heriot-Watt University Analysis Essay

Strategic Change Heriot-Watt University Analysis - Essay Example This model encompasses seven different factors that include â€Å"shared values, strategy, structure, systems, style, staff, and skills† which all are necessary to be included to ensure that a model of positive change occurs. It is defined as a holistic model of change that is collectivist in its many segments, thus requiring the university staff and its external partners to work together to ensure that the change efforts occur smoothly and all vision and mission goals are met successfully. The first part of the model looks toward establishing a vision so that shared values can be expressed and developed within the organizational staff and the students. The vision for the change is â€Å"to become a world-leading university that will produce the next generation of global leaders in business and technology – committed to growth and investment in staff and infrastructure†. The tool is to develop a new urgency in high-quality education and learning materials, by pro viding supporting technological know-how and the tools needed to make sure that the technologies needed are used appropriately and meet goals. Centralized services are also being strengthened so that courses offered to students are consistent toward the world-class business and technology goals in areas of environment, climate, business, and technology.It is ongoing professional development for educators to ensure they have the skills and knowledge available to provide excellence in training and education provision for academic students.... Essentially, it is ongoing professional development for educators to ensure they have the skills and knowledge available to provide excellence in training and education provision for academic students. These efforts also take into consideration and provide a foundational structure for systems, skills and staff development that are part of the McKinsey 7-S model of change. Externally, the university students and the educators will be consulting with knowledge leaders in all key areas of the Focus on the Future campaign in order to assist in developing a world-class curriculum for tomorrow’s business and technology leaders. One example is a partnership with business leaders at the Institute of Petroleum Engineering to assist in areas of clean energy provision so that students have real-world knowledge about processes and future strategies related to energy. 3. Driving and restraining forces â€Å"For change to be possible, driving forces must (ultimately) overcome the restraini ng forces that have been identified† (SkyMark, 2011, p.2). The university must brainstorm ideas and concepts that will be directly related to whether or not it can meet its long-term strategic goals of ensuring better education and better educator knowledge about real-time events in the business world as it relates to tomorrow’s industries. The following is a force field analysis showing the likely driving and restraining forces associated with the Focus on the Future campaign: Driving forces are those forces that make up the foundation of the entire change effort, such as external business needs related to more qualified and knowledgeable students. This

The Society of Composers, Authors, and Music Publishers of Canada Essay

The Society of Composers, Authors, and Music Publishers of Canada - Essay Example With the laws that govern intellectual property being clear on the legality of the limited access to copyrighted songs on the internet, the demand for royalty from the authors causes confusion on the extent of justified free access to such songs. The case between the two entities begs the question of where to draw the line between the freedom for information access and the copyright laws. This research aims to explore the flawlessness of the Canadian copyright laws that stipulate that the free previews comprise fair dealing with the intent of research.   Using both CCH v. Law Society of Upper Canada and Alberta (Education) v. Canadian Copyright Licensing Agency (Access Copyright), explore the validity of the Canadian copyright law regarding the use of reviews for the purposes of research   This investigation hinges upon methods and mechanisms that aim to uncover answers to the research questions. The selected methods of research emanating from the significant research needs. The sources that the research utilizes are also accessible and available for analysis. This study shall take into consideration some legal principles and beliefs as regarding the application of the copyright law and the right of access to information in Canada and the world through. The study will concentrate on the information that exists and the interrelation of different entities on the validity and significance of copyright laws in a society with special interest to Canada and focus on the Society of Composers, Authors, and Music Publishers of Canada v. Bell Canada scenario.   The research will use different methods of investigations namely, documentary sources, interviews and questionnaires.

Formal analysis essay Example | Topics and Well Written Essays - 750 words

Formal analysis - Essay Example Edgar Degas was an artist who was famous for his paintings, sculptures, prints and drawings that depicted his passion that was mainly in dance. Edgar Degas was a French renowned artist and although he is regarded as one of the founders of impressionism he regarded himself as a realist. Impressionism was drawn from realism and although he may have refuted the claim he stands out as one of the best impressionists of his time(Guggenheim, 2015). He was perfect in depicting movement on majority of his artwork and had a passion in music that he clearly highlighted through the different pieces of art that he made over the years. Most of Edgar’s work was not publicly acknowledged until after his death when the paintings were later spread to different museums around the world. The art pieces were mainly focused on the high members of the society as he would make pieces where the members were enjoying themselves in operas and other gathering places such as the cafà ©. The interest and fascination in music and making artwork pieces that depicted movement is however fascinating as he looked to make the pieces that were mainly focused on different art forms. Edgar had a fascination with the Ballet dancers of the opera that he drew inspiration from while he also captured and made sculptures of women nudity when washing and drying their bodies(Guggenheim, 2015). Upon his death in 1917, many of his pieces of sculpture were found dilapidated in his studio made from plasticize, wax and clay but were later casted for preservations and shipped to some of the leading museums in the world(Guggenheim, 2015). Although he disliked the tag given to him as the impressionist or as the original contributor of impressionism in art some of his best works came when he was leading a group of impressionists and was looking for the money to help and sustain himself. Edgar had sold his father’s house and some of his paintings and paid off his brother’s debt to

Paper #6 Essay Example | Topics and Well Written Essays - 500 words

Paper #6 - Essay Example The end of the Cold War, the changing nature of conflicts since the early 1990s had increased the level of debate over the direction of United States foreign policy. As a consequence of 9 /11 the foreign policy of the United States changed markedly, with the invasion of Afghanistan to remove the Taliban regime and close the Al – Qaeda bases situated there. The Bush administration had previously being criticised for having isolationist tendencies yet in the immediate aftermath of 9 /11 sought greater levels of international co- operation in its self-proclaimed war on terror. The invasion of Afghanistan seemed to have successfully removed the Taliban regime and weaken Al – Qaeda. United States foreign policy has often attempted to gain influence with other countries by establishing strong economic links with them. There have been various reasons for doing so. The United States needs strong economic links as trade is vital for wealth creation both domestic and for foreign trading partners. The strategy of gaining influence through trading with foreign countries was a consequence of the Inter – war period in which American isolationism failed to prevent the Second World War. After the Second World War the onset of the Cold War added urgency to such links as a means of preventing the spread of Communism to Western Europe, South East Asia, Japan, and the Middle East. The United States already a strong economic relationship with Latin America. The economic links with the Middle East and to Western Europe were considered to be highly important due to the need for oil supplies and proximity to the Soviet bloc respectively. The Marshall Plan was developed to shore up the shattered Western European economies after the Second World War, and greatly contributed to Post-war reconstruction, most notably the West German economic miracle. Similar economic aid was given to Japan, which assisted its economic

Oslo’s Important Person Essay Example for Free

Oslo’s Important Person Essay Most of the world greatest and famous people who have had a role to play in the shaping of history have had certain things associated with them. In Oslo there are three important articles that are displayed that has been an important part in the History of Oslo. Of these is Fram, the ship that brought the famous Norwegian Fridtjof Nansen to the seas of the Atlantic. Nansen is considered a famous Norwegian who was a brilliant statesman, a courageous humanitarian and an adventurous explorer who sought the betterment of mankind. Nansen was born in Store-Froen, near Oslo, on October 10, 1861. He attended a pre-college school in Oslo, and in 1880, he was admitted to the University of Oslo. Nansen loved the outdoors and he chose to study zoology with the expectation that it will enable him to enjoy the outdoor life. In 1882, Nansen decided to join a voyage to Greenland waters. While in the Greenland waters, Nansen was attracted to the mighty ice cap of the island and an idea struck him that he can cross it starting not from the well-traveled west coast, but from the east coast. Nansen then led an expedition to try his idea. In August 15, 1888 he and his six and crews left Oslo and by September 5 they were able to reach Ameralik Fjord after facing intense struggles with storms and cold. At the settlement of Godthab of the arctic, Nansen was able to study the way of life of the Eskimo. Nansen returned home in May 1889. In 1890 Nansen convinced the Norwegian Geographical Society of the fact that â€Å"the ice of the polar sea drifted from Siberia toward Spitsbergen†. Spitsbergen is the largest island in the Norwegian archipelago of Svalbard which is only 600 miles from the North Pole. To prove his theory, â€Å"he proposed to build a ship of such a shape that it would be lifted but not crushed when caught by the ice. He proposed to let this ship freeze in off eastern Siberia in order to be carried from there across the Arctic Ocean to Spitsbergen by the currents†. This kind of plan was considered hazardous but the Norwegian Parliament granted two-thirds of the estimated expenses of the expedition and the other financial needs was given by King Oscar II and other private individuals. The ship was called Fram and it sailed from Oslo on June 24, 1893. After enduring bitter winter cold in the arctic regions, Nansen and his crew left Fram freezing in ice On March 14, 1895. Nansen and his companions then continued on northward by riding sleds and stayed on the northern island of Frederick Jackson, named after a British Arctic explorer, from August 26, 1895 to May 19, 1896. Luckily on their way to Spitsbergen they encountered Frederick Jackson and his party of the Jackson-Harmsworth expedition and they sailed back to Norway aboard Jackson’s ship windward on June 17 1896 and waited for the Fram in Spitsbergen. True to his theory, the Fram drifted to Spitsbergen. Nansen and his crew then sailed to Oslo aboard the Fram and was met with warm welcome on September 9, 1896(â€Å"Nansen† 1). Upon his return, Nansen became a professor of zoology and in 1887 he submitted a paper entitled â€Å"The Structure and Combination of Histological Elements of the Central Nervous System† that earned him a degree of doctor of Philosophy in University of Oslo. Nansen was also interested in physical geography and he helped established the International Council for the Exploration of the Sea. As a true scientist, Nansen reported scientific studies with regards to his expeditions. During 1900 to 1914 Nansen was able to make sea explorations of the Norwegian Sea, Azores Sea and Barents and Kara Sea of the arctic. Due to these sea explorations he was able to improve the instruments used for oceanography and he discovered how deep and bottom water are formed (â€Å"Nansen† 2). Later in his life, Nansen became interested in politics and in1905 he participated in a lively discussion regarding the separation of Norway from Sweden. He believed that Norway should not be restrained in exercising its political and economic freedom. When Norway was granted independence he was appointed Minister of London and in 1917 during World War I he was appointed as head of Norwegian Commission to the United States wherein he successfully convinced US to allow Norway to import supplies for the war. And when the League of Nations was created in 1920 Nansen was chosen to head the Norwegian delegation. League of Nations then appointed Nansen to bring home an approximately 500,000 the prisoners of war from Russia. Although USSR did not recognize the League of Nations, Nansen was able to negotiate e with them personally and in September 1922, 427, 886 prisoners of war from German and Autro-Hungarian armies were safely brought back to their respective countries. In August 1921 Nansen was asked by the International Committee of the Red Cross to head a campaign in bringing aid to the famine-stricken Russia. On August 27, Nansen successfully opened a relief headquarter in Moscow which he called â€Å"International Russian Relief Executive†. The League of Nations turned down his request for financial assistance but Nansen, undaunted, was able to raise the needed funds from private organizations. Due to his humanitarian achievements, an international agreement was signed in Geneva introducing the identification card for displaced persons known as the â€Å"Nansen passport† on July 5,1922. Later in 1931, after his death, the Nansen International Office for Refugees was created in Geneva which had become a safe haven for Jews when World War II broke out. In 1922 Nansen was awarded the Nobel Prize for Peace. The Nansen International Office for Refugees, on the other hand, won the Nobel Prize for Peace in 1938 (Nansen 3). Nansen dedicated his life in the furtherance of humanity. Works cited Compton’s Encyclopedia, vol. 17. USA: Compton’s Learning Company, 1995. Halsey, William. Colliers Encyclopedia, vol. 18. New York: Macmillan Educational Company, 1990. Lundestad, Geir. 15 March 2001. †The Nobel Peace Prize, 1901-2000†. Nobel Prize. 13 August 2007. http://nobelprize. org/nobel_prizes/peace/articles/lundestad- Review/index. html â€Å"Nansen, Fridtjof. Encyclop? dia Britannica. 2007. Encyclop? dia Britannica Online. 15 August 2007 http://www. britannica. com/eb/article-9054786 â€Å"Off the Beaten Path† June 10, 2004. Virtual Tourist. 12 August 2007. http://www. virtualtourist. com/travel/Europe/Norway/Oslo_Region/Oslo-214570/ Off_the_Beaten_Path-Oslo-BR-1. html â€Å"Oslo: City Insider†. 1999-2006. Marriot. 12 August 2007. http://www. marriot. com/city-guide/city-verview. mi? cityID=97guideType=history â€Å"Oslo, Norway†. 2006. Bradmans Europe. 12 August 2007. http://bradmans. com/europe/oslo/background â€Å"Oslo†. The New Encyclopedia Britannica, vol. 24. 5th ed. USA: Encyclopedia Britannica, Inc. , 1991.

Cloud Based Customer Relationship Management Marketing plan of Starbucks coffee shop

Cloud Based Customer Relationship Management Marketing plan of Starbucks coffee shop EXECUTIVE SUMMARY This report looks at the Marketing plan of Starbucks coffee shop, and its contribution to the success of company. Formation of successful marketing plan is the key point for a company to gain the competitive advantage over its competitors. The marketing plan evaluates the strategies currently adopting by the company. But the main theme of this report is to focus mainly on company marketing strategies, such as SWOT Analysis, Ansoff Growth Matrix, Boston Consulting Group Matrix, 4s, company short term goals, objectives, and how it can be successful in the future. COMPANYS INTRODUCTION: Starbucks Corporation is a dominant multinational coffee and coffeehouse chain company based in the United States. Starbucks is the largest coffeehouse company in the world with 8,505 company-owned and 6,505 licensed stores in 42 countries, making a total of 15,011 stores worldwide. Starbucks sells drip brewed coffee, espresso-based hot drink, fruit bottled, coupled with sandwiches, pastries, snacks, salads, soups, other hot and cold drink. Core competency of star bucks: To summarize, Starbucks has a high reputation for quality because of the following: The company goes to extreme lengths to buy the very finest Arabica coffees available on world markets, regardless of price. The companys freshness and quality are legendary. Beans that are held in bins for more than a week are donated to charity. Every piece of coffee-brewing equipment that is sold has been tested and evaluated. Each Starbucks employee is extensively trained to ensure that customers receive knowledgeable service. Mission Statement: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six Guideline Principles will help us measure the appropriateness of our decisions: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standard of excellence to the purchasing roasting and fresh delivery of our customer. Develop enthusiastically satisfied customer all of the time. Contribute positively to our communities and our environment. Recognize that profitability is essential to our future success. Starbucks has the following core values: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Contribute positively to our communities and our environment. Market Demographics: The profile for the starbucks customer consists of the following geographic, demographic, and behavior factors: Geographic: The geographic survey may include the identification of total number of population, in society and total number of target customer in which you are operating (Lanchester, Massingham, Ashford 2002). The immediate geographic target market for starbucks is the total population of the UK which is 60,776,238 approximately. The specific targeted market of Starbucks is mostly the students of schools, colleges, and universities. Demographics: Male and female. Age below 40. This age range draws off a combination of university students and locals within the society. Have (or are getting) a college education and some with graduate degrees. An income over  £457 per week (except the students who earn far less but have a decent amount of disposable income). Non-conventional customers. Psychographic: The people who want to enjoy a totally different coffee experience, they go to starbucks as it is positioned a completely different coffee shop. MARKET NEEDS: Starbucks is providing with a wide range of high quality coffee and snacks options to their customer. Starbucks seeks to fulfill the following benefits that are important to their customers: Selection: A wide range of coffee and snacks options that is unavailable at the larger, dominant coffee chains. Accessibility: Almost all types of coffee are available from starbucks centrally located storefront. Customer service: The patron will be impressed with the level of attention that they receive. Competitive pricing: Prices of all range of coffee and other stuff will be priced competitively relative to the competition. SITUATION ANALYSIS OF STARBUCKS: The company situation analysis is used at the business level to determine the strategic issues and problems that need to be addressed through the next three steps of the strategic planning process. Starbucks has own very good different kinds of strength to dominant in this industry make it to differentiate to others one in this market. This are the strength, those help starbucks to achieve their targets and desire goals. These are the stratbucks some important characteristics or strengths. STRENGHTS: Strong Brand Recognition Large retail distribution system Quality product Extensive product list Good supplier relationship Strong financial history Strong human resources WEAKNESSES: Even though starbucks posses a number of strengths but it also has some weakness too. starbucks needs to overcome on and deal them for remaining the top position in this competitive market. These are the s following list of starbucks weaknesses: Dependence on single source of business income Prices high relative to competition Strong dependence on suppliers Merchandise sales in stores SWOT ANALYSIS FRAMEWORK OPPORTUNITIES: It is a fact that every company who enter in the market must has different kind of opportunities prevail in market. This is the important, how to recognize and make to strategy to acquire them, acquiring these opportunities is called success of company . Starbucks can more successes in market if they will be able to act upon theses opportunities accordingly. The following new opportunities can help starbucks to success more in the future in the way of their business. Expansion into overseas markets Expansion into untapped U.K and worldwide markets Expansion of brand name into new products or business lines THREATS: Nobody knows about tomorrow. Especially for nowadays circumstances, world is changing dramatically. Some new threats are prevailing in the market with full swing of their effectiveness. Despite the fact of strong position of strabucks in the market, he still need to keep eye on these threat get strong positioning and branding. These are the list of some very common internally and externally threats. Economic conditions may make consumers unwilling to pay high prices Political conditions abroad may limit expansion Increasing competition in coffee market May be reaching saturation point in some U.S markets Increase prices of raw material for coffee and other stuff BOSTON CONSULTING GROUP (BCG) MATRIX: The Boston consulting Groups growth-share matrix, developed in the early 1970s, probably became the most popular management technique ever. The vertical dimension is th growth rate of the market, which is used by the BCG as a proxy variable for market attractiveness. High-Growth markets are assumed to be more attractive because, being competitively non zero sum, market share gains are often more easily obtained. Also market share gains in a growth market will be worth more in the future as the market develops. The midpoint between high and low market gtowth is In the BCG matrix, star quadrant is the most dominant place where the companies enjoy the high market growth and high market share. Thats why every company wants to stay in star quadrant. As STARBUCKS coffee shop is the renowned coffee chain in the world, thats why it clearly lies in the (STAR QUADRANT High Growth + High Share) because the annual sales of the company in last financial year 2007 are US $ 9.411 Million, moreover the coffee shop enjoying the highest market share as well in the coffee industry. ANSOFFS GROWTH MATRIX: The product-market matrix proposed by ANSOFF, provides a useful framework for considering the relationship between strategic direction, and marketing strategy (Brassington Pettitt 2006). The four-cell matrix shown in the figure considering various combinations of product-market options. Each cell in the Ansoff Matrix presents distinct opportunities, threats, resources, requirements, return and risks. Market expansions means selling more of the existing products to new markets, which could be based on new geographic segments or could be created by opening up other new segments such as age, product, usage, lifestyle or any other segmentation variables (Brassington Pettitt 2006 p 955). In the ANSOFF growth matrix, the STARBUCKS coffee shop lies in the (MARKET EXPENSION Existing Product + New Market), because company is making very good profit in almost every coffee shop in different location of the world. Expending its coffee market in Middle East, and Asia could be very helpful for the companys profit because there is huge potential for the coffee market as there is no famous coffee shops in that part of the world. Just like recently they have opened their two coffee shops, one in China and other is in Kuwait. MARKETING MIX STRATEGY FOR STARBUCKS: In order to make appropriate strategies for gaining customers preferences and their loyalty, we need to understand as to how STARBUCKS Marketing Mix or 4 Ps have enabled the company to achieve superior customer satisfaction, and also in building a long-term relationship with its customers. The issue is not whether there should be four, six, or ten Ps so much as what framework is most helpful in designing marketing strategy. Just as economics use two principals concepts for their framework of analysis, namely Demand, and Supply. The marketers see the four Ps as a filing cabinet of tools that could guide their marketing planning (Philip Kotler, 1999 p 96). Following are the some recommendations for STARBUCKS in relation with marketing mix: Frame Work of marketing Mix PRODUCT: Typically, the marketing mix stars with product p. the heart of the marketing mix, the starting point is the product offering and product strategy. It is hard to design a place strategy, decide on a promotion campaign, or set a price without knowing the product to be marketed. The product includes not only the physical unit but also its package, warranty, after-sale service, brand name, company image value, and many other factors. A Starbucks coffee has many product elements: the chocolate itself, a fancy gold wrapper, a customer satisfaction guarantee, and the prestige of the Starbucks coffee brand name. We buy things not only for what they do (benefits) but also for what they mean to us (status, quality, or reputation). Products can be tangible goods such as computers, ideas like those offered by a consultant, or services such as medical care. Products should also offer customer value. Decision that address the new product development process(innovation management), licensing strategies with potential partners, intellectual property rights, services provided to augment the revenue stream from base products product name/brand decisions ,development of complementary products by partners, creation of industry standards, packaging, and so forth, the critical need is to develop a stream of products with the right set of features to satisfy customer needs in a compelling yet simple fashion.( jakki j. Mohr, Sanjit Sengupta, Stanley Slater,2000, p7) In Starbucks they made purely their products to satisfying the needs of the customer, and they made coffee with the finest coffee ingredients of the world. The different range of coffee and snacks offered by STARBUCKS are as follow: ESPRESSO: Coffee Latte Cappuccino Vanilla Latte Coffee Americano Espresso COFFEE HOUSE FAVOURITES Caramel Hot Chocolate Coffee Misto Classic Hot Chocolate Signature Hot Chocolate Freshly Brewed coffee FRAPPUCCINO: Cinnamon Dolce Java Chip Espresso Coffee Caramel SPRING FAVOURITES: Cinnamon Dolce Latte Caramel Macchiato PRICE: decisions that establish price points for the company products, and address issues related cost to produce/manufacturer the good, margins along the distribution channel, competitors prices (pricing relative to a specific firm market position), customer value, total cost of ownership for the customer, price for product bundles, and profitability.( .( jakki j. Mohr, Sanjit Sengupta, Stanley Slater,2000, p8 ). Price is the only element of the marketing mix that produces revenue, As such; it serves a tactical as well as an economic role for an organization 9Holloway and Robison 1995). The price charged sends many signals about the likely value of the product being offered and, as such, must be commensurate with the quality of experience, Starbuckss product prices are relative high than others, because they target those people of society who give the preference on quantity. Following are the some prices of STARBUCKS famous products: ESPRESSO: Tall Grande Vent Coffee Latte  £2.05p  £2.40p  £2.65p Cappuccino  £2.05p  £2.40p  £2.65p Vanilla Latte  £2.35  £2.70p  £2.95p Coffee Americano  £1.75p  £1.90p  £2.05p Espresso  £1.20p  £1.40p  £1.55p COFFEE HOUSE FAVOURITES Caramel Hot Chocolate  £2.90p  £3.25p  £3.50p Coffee Misto  £1.95p  £2.35p  £2.55p Classic Hot Chocolate  £2.20p  £2.50p  £2.80p Signature Hot Chocolate  £2.65p  £3.00p  £3.25p Freshly Brewed coffee  £1.65p  £1.75p  £1.90p FRAPPUCCINO: Cinnamon Dolce  £3.05p  £3.25p  £3.45p Java Chip  £3.05p  £3.25p  £3.45p Espresso  £2.65p  £2.85p  £3.05p Coffee  £2.50p  £2.70p  £2.90p Caramel  £3.05p  £3.25p  £3.45p SPRING FAVOURITES: Cinnamon Dolce Latte  £2.70p  £3.05P  £3.30P Caramel Macchiato  £2.70P  £3.05P  £3.30P PLACE: Place, or distribution, strategies are concerned with making products available when and where customers want them. Would you rather buy a kiwi fruit at the 24-hour grocery store within walking distance or fly to Australia to pick your own, which involves all the business activates concerned with storing and transporting raw material or finished product. The goal is to make sure products arrive in usable condition at designated places when needed. For consumer goods the most visible player in the channel of distribution is retailer. Manufacturers and consumer alike have to put a lot of trust in the retailer to do justice to the product, to maintain stock, and to provide a satisfying purchasing experience. Retailer face the many of the same marketing decisions as other type of organization, and use the same marketing mix tools, but with a slightly different respective. They also face unique marketing problems for examples, store location, layout and the creation of store image and atmosphere. Every seller must decide deeply that how to make its products available to the target market with an easy access (Philip Kotler, 1999 p 103). Now in case of Starbucks they mainly build their stores in the prime location of the city where they can easily attracts their desired customers who really want to enjoy the taste of coffee. Just like in UK they build their stores mainly in the shopping malls and town centers. Now it is the need of the time that they should be concentrate to open their stores in Middle East and Asia. PROMOTION: Promotion includes advertising, public relations, sales promotion, and personal selling. Promotions role in the marketing mix is to bring about mutually satisfying exchanges with target markets by informing, education, persuading, and reminding them of the benefits of an organization or a product. A good promotion strategy, like using the Dilbert character in national promotion strategy for office Depot, can dramatically increase sales. Good promotion strategies do not guarantee success, however, despite massive promotional campaigns, the movies, The Alamo and The Lady-killers had disappointing box-office return. Each element of the promotion p is coordinated and managed with the others to create coordinated and managed with others to create a promotional blend or mix. These Starbucks nearly spends  £4.7 million every year for promotions. It is include the cost of print media, electronic media, indoor, outdoor media etc. The companys latest stunning plan is the Starbucks Card. You buy a re-chargeable card in the UK which can be used at coffee bars in the US, Canada, Australia and Thailand. The card will enhance the Starbucks experience for customers allowing them to buy their daily cup of coffee quickly and easily, even when they are not carrying cash. Recently company through an agreement between Starbucks, and T-Mobile the two companies have come up with a way to provide internet access at Starbucks location and high speed broadband for Starbucks customers as well. In addition, T-Mobile hot spot customers get to use the Starbucks stores as they do now. Moreover Starbucks spends millions of dollars internationally to protect the environment and global warming. DIVERCIFICATION: The major reason for a business adopting a strategy of diversification is therefore to allow it to reduce its dependence upon a single market area (W. Stewart Howe 1986 p 153). At a general strategic level Ansoff suggests three reasons why firms diversify. First, their objectives cannot be achieved by continuing to operate in their existing markets. Thus, since continued operation in these markets is not able to diversify the profit, risk or growth objectives of the business, achievement of these must be sought in new market areas. Second, where a business has excess financial resources beyond those necessary to satisfy its expansion plan in its existing markets, then rather than retain these resources in liquid form of business may invest them in new markets areas. Third, if greater opportunities are presented to the firm in new market areas than accrue from its existing activities. Then a diversification program may be undertaken to benefit from these. There are tw o types of diversifications: RELATED DIVERSIFICATION UN-RELATED DIVERSICATION RELATED DIVERSIFICATION: Expending combining with firms in different, but related industry that are Strategic Fits. UNRELATED DIVERSIFICATION: Growing by combining with firms in un-related industries, where higher financial returns are possible. Now, if Starbucks want to diversify its business outside the industry, then the company should start a totally new business that is not from the same industry. For example Starbucks is a coffee shop, if they enter in the manufacturing business and start making cars, bikes etc that will be the perfect example of diversification. But the main focus of the Starbucks should be on their strategic business unit which is coffee shop. If they want to diversify their business within the same industry i.e. related diversification, then the Starbucks should combine their business with their competitors to launch new products. INTERNATIONAL BUSINESS DEVELOPMENT STRATEGIES: The franchiser/licenser remembers to provide a standard package of components, or ingredients together with management and marketing services, and advice. Since franchising involves the transfer of tangible, it can enable greater control of the operation for the originating manufacturer than licensing (Lancaster Massingham Ashford 2002 p 437). Starbucks currently use three strategies for business in overseas. These strategies are as follow: 1: Joint ventures 2: Licenses 3: Company-Owned Operations. Mainly the company uses the company-owned shops for the business in other countries. RECOMMENDATION FOR FUTURE MARKETING PLAN OF STARBUCKS (3 YEARS): By analyzing the above whole information such as Swot analysis, Ansoff analysis, BCG matrix, marketing mix, following should be the primary objectives of the marketing plan of Starbucks coffee shop for next 3 years: GOALS OR OBJECTIVES: Sales should be increased by 15 to 20% at least. In order to get increased sales, they should increase Gross Profit margin by 25%. Find more new markets especially in Middle East, and Asia. More strengthen their position as a worldwide coffee shop leader. Increase marketing budget by 15% In order to achieve the above future objectives, the Starbucks coffee shop should follow instructions: MAINTAIN SUSTAINABLE COMPETITIVE ADVANTAGE: The Starbucks coffee shop should maintain the competitive advantage that it has got over other coffee shops. In order to maintain leading position in the coffee market, the Starbucks should introduce innovative products after good intervals. NEW TARGER MARKETS: To maintain the top position in the coffee market, Starbucks should go and find some new coffee potential market. Just like there is great potential of new coffee shop especially in Asia, and Middle East, as there is no famous coffee shop. Where they can capture in new market, and got some handsome profit as well. INTRODUCE SOME NEW PROMOTIONS: As Starbucks introduced a stunning promotion plan that is Starbucks re-chargeable card for purchasing coffee whether you have money or not at that time. Just like that company should develop a membership card especially for the students. Some discount should be offer to regular customer, and student to increase the retainment. INTRODUCE SOME INNOVATIVE PRODUCTS: To maintain the dominant position in the coffee market, it is necessary for the Starbucks that, they should introduce some really innovative products after good intervals. The induction of new products creates the brand loyalty among the customers. INCREASE MARKETING BUDGET: Marketing department is the one of the most important part of every company. This department is responsible for increasing sales. So in order to get more revenues, the company should increase the budget of marketing. Moreover they should include some world famous celebrities, conducting promotions events, seminars things like that for promotions their products. DIVERCIFY THE BUSINESS: To maintain the leading position in the coffee market, the Starbucks should go for diversification. Diversify the business in product-related items, or unrelated items to increase their revenues. IMPROVE THE PRODUCT QUALITY: To maintain the superb quality and taste of different products in Starbucks, the company should adopt the Total Quality Management tool, which means improve the products quality until the perfection, and there is no defect on product or zero defect products. EMPLOYEES MOTIVATIONS: Employees motivation is very important for every organization to get good profit, and in order to maintain its position in the market. Good pay, and reward system is the best tool to motivate the employees. So Starbucks should try to give good pay and benefits to their employees during the job. EMPLOYEES TRAINING AND DEVELOPMENT: Training and development of employees is an important task for the management in order to enhance the progress of company, and increase the sales, and produce the error free services.