Segment and Profiling Examples Essay Example for Free

Segment and Profiling Examples Essay * CARL’S JR. The brand continues its growth with an emphasis on quality, service and cleanliness, pioneering concepts such as partial table service and self-serve beverage bars. The introduction of the signature Six Dollar Burgerâ„ ¢ in 2001 marks the latest Carls Jr. ® advance in the quick-service industry, confirming the chains constant emphasis on product innovation and representing a desire to satisfy the tastes of young, hungry consumers. Who: male and female consumers between the ages of 18 – 25 with an average education level of a high school graduate or higher and a income level of 000 000. This also includes family consumers who typically consist of married or single parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSR’s. Common lifestyle characteristics include parents who work full time and who are not always able to prepare a meal for their family, households where 3 of the four people in a typical family do not know how to cook, consumers who spend 71% of their time or more outside the house, consumers who spend a majority of their time in busy high traffic districts of the city and teenagers between the age of 15 – 19 who work full or part time jobs and or go to school full time. Consumers in this target market regularly make purchases at QSR’s 1 – 2 times a week and expect healthier more nutritious meal options such as specialty salads, deli style sandwiches and grilled chicken sandwiches. What: The overall nature of the message would be image intensive with a majority of advertisements directed toward tv, print (including coupons etc.) and internet banners/stream videos. Where: The target market exists mainly in suburban areas, high traffic business districts and in some rural areas of Canada. The weight of the media funding would be allocated primarily based on this info and population patterns. When: Since a majority of ads will be spent on tv, commercials would be aired Monday to Friday from 3pm to 10:30pm, playing 3, 40 second commercials in an hour. On weekends commercials would air from 11:00am to 10:00pm, 2 times an hour. How: By using the profile-matching strategy in all chosen forms of media Carl’s Jr. would be able to achieve the desired regional coverage needed to successfully launch into the Canadian market. This effort combined with ‘skip’ schedule advertising will generate awareness, interest and trial purchase Endorsements is a technique that Carl’s Jr. has already used somewhat successfully and could continue to do so by getting endorsements from celebrities that would be easily recognized and accepted by the target audience. This would include Lindsay Lohan, Jessica Alba and Sarah Jessica Parker who could add to the presentation with sexually blatant appeals that could be easily â€Å"confused† with benefits of the product. Such as an ad where one of the above celebrities would mention how they have met someone who gives them everything they want and keeps them satisfied with his â€Å"big†¦., thick†¦., so large I can barely get both hands on it†¦..†, these references would of course be toward Carl’s Jr. and the size of their new ‘Six Dollar’ Jalapeà ±o burger. Shaquille O’Neal, and Kobe Bryant could also be used to target the segment of customers who may be more influenced by the endorsements of professional athletes and their reference to the amount of meat found in the premier burger. With this type of commercial we would also introduce taglines and slogans to complete the message. For the ad endorsed by an attractive female celebrity the tagline would be â€Å"If we can get her this HOT, imagine what we can do for you.† this would introduce the Jalapeà ±o burger as a spicy meal to consumers who prefer a ‘kick’ to their food. The slogan used for the entire advertising campaign would be â€Å"We’re new. We’re more. And we can make it HOT.† * BROTHER’S BURGER Brothers Burger is a fast-casual restaurant that now has a total of 18 branches— six franchised and 12 company-owned — in Metro Manila, Baguio City, Cebu City. â€Å"We wanted to give the market good comfort good,† says Martin, the company’s vice president for business development and marketing. But it was Quito, a California-trained chef, who brought up the idea of selling a premium burger. To bring this idea to life, DJ and Martin quit their jobs to help Quito. Their burgers are all quite big and charbroiled a lot of health conscious people who order this if they are craving for burgers. * BURGER MACHINE BURGER MACHINE IS THE MARKET LEADER OF THE BURGER-ON-WHEELS SEGMENT OF THE FAST FOOD INDUSTRIES IN THE PHILIPPINES OPERATED BY FRANCHISEES NATIONWIDE. Burger Machine is the market leader of the burger-on-wheels segment of Philippines Food Industry. To simply put it, Burger Machine is the National Burger Stand of the Philippines. 🙂 (Among the other famous burger stands in the Philippines are: Angels Burger, Scott Burger Buy 1 Take 1 Burgers, etc). Burger Machine is not the resto type, it has been consistent in identifying itself as the-burger-next-door; you can see it everywhere, in every block, and in every corner possible. It is open 24 hours, the reason why it earned its name the burger that never sleeps. * McDonalds McDonalds has segmented their products according to bases of Demographic, Psychographic and Behavioral. They have segmented their products and positioned their products according to kids, students and family. But they haven’t segmented their products according to Adult target group. And also haven’t started segmented related to breakfast in every outlet. * Happy Meal for Kids. Playing area for Kids Music and Dance floor for youth. Toddler zone -an active play environment with age-appropriate games that develop physical coordination and social skills. Active zone-designed for children aged four to eight that promotes physical fitness through fun play Sports Zone-a series of sports-oriented activities to promote aerobic exercise for children aged nine to 11 Parent Zone-features seating and provides a monitoring area for their children; and the Dining Area which allows family to eat. Geographical segmentation From geographical segmentation above we can see that McDonald offered their services based on certain country basic food. Demographic/psychographic segmentation Demographic segmentation divides the market into groups based on variables like gender, age, nationality, religion, family life cycle and family size. McDonald offered their services by segmented their customer based on age, religion and family life cycle McDonald segmented their product based on customer’s religion To offer the best services McDonald still concern about variations due to differing tastes and cultural issues for their customer over the world. For example: ‘Demographic segmentation divides the market In Malaysia, In Muslim country like Malaysia pork is not due to Muslim dietary laws, the hamburger is called beef burger avoiding the word â€Å"ham† (McDonald Malaysia). Additionally, in North African Morocco as well as other Muslim countries, all meats is slaughtered in the halal method and labeled as such. On The other hand, In Israel, kosher dietary laws forbid the mixture of the meat and the dairy product, because of this, cheeseburger are not popular. McDonald runs kosher restaurants in Jerusalem and in Buenos Aires (Gurdian Unlimited, 2007), Argentina and offer a â€Å"Passover bun† (only in Israel) for the eighty day period in which practicing Jews abstains from leavened bread. Contrary, â€Å"Veggie burger† are offered wherever there is significant demand, including India and much Western Europe, but McDonald rarely certificate it product as vegetarian. Indeed, McDonald’s was subject to high profile lawsuit and eventually forced to apologized for using small beef in the preparation of fries marketed as cooked in 100% vegetable oil. While in the liberal countries like The United States McDonald offer any kinds of food which one of it not available in other countries such as, hamburger, big n tasty, crispy chicken mCclub, McRib Jr, bacon egg and cheese bagel, BBQ bacon chicken mCgrill and cherry pie. (Bizjournal strictly business, strictly local, 2001) Behavioral segmentation Behavioral segmentation focuses on dividing consumer based on their knowledge, attitudes, uses, benefits sought, or responses to company’s product (McNamee McDonnell, 1995). One of the best form of segmentation is to divided buyers according to the different benefits that they want to get by purchasing the product. Usually, people who look for in their product class or look for each benefit. For example, McDonald provide McDelivery for 24 hour, this the only one delivery service that not stop even once in a while a day by just call it and order, after that within a minute it comes to your place with the food that still hot and fresh. For example, they who are working until late night in the office or they who are not sleep at night, they use this service to feed them because not all McDonald restaurants is open for 24 hour, certain McDonald restaurant only open until 2 am in the morning, for customer who look for each benefit they will just call McDelivery to send what they order rather than comedown directly to McDonald’s restaurant. McDonald segmented McDelivery menu based on the time that customer order: ∙ Breakfast extra value meals: bagel with omelet, big breakfast, hotcakes with sausage, hotcakes, sausage mCmuffin, egg muffin, fillet-o-fish, hashbrown. Happy Meal breakfast includes free toy: 2pc breakfast hotcakes. ∙ Lunch/Dinner/supper: big mag, double cheeseburger, fillet-o-fish, mcwings, French fries, mCchicken, mCspicy, grilled chicken foldover. Happy Meal lunch/dinner/supper includes free toy: chicken mCnugget, grilled chicken bun, chicken mCnugget. ∙ Sides: French fries, corn cup, apple dippers. ∙ Beverages: mCcafe cappuccino, mCcafe latte, mCcafe long black, coke/ coke light, sprite, ice lemon tea, jasmine green tea, 100% pure orange juice, limeade, iced milo, evian, fresh milk, hot chocolateor tea, hot milo. ∙ Dessert: McFlurry, sundae, apple pie. (McDelivery, 2006) McDelivery menu by McDonald (2006).. According to the data above, we can see that McDonald segmented their McDelivery menu based on how customers considering each benefit. Another behavioral segmentation in McDonald that we can guess is they proudly Big Mac, we can measure how customer is loyal to this McDonald’s product. In my opinion, Big Mac is one of popular burger in the world everybody knew it, know what it calls, know how to get it and know how it tastes. Year to year the sales of Big Mac keep on steadily and it is never drop under what we are predicted. On the other hand it sales also never suddenly totally increased, it is one of the evidence that Big Mac is reputable in common meanings it well-know because of it big size of burger under the brand of McDonald which all the people knows how it fast food feeder popular but it do not mean that this Big Mac do not have competitor. Nowadays, there is a lot of fast food feeder that serve any kind of burger with tempting taste and affordable price, this is what people said â€Å"the taste balance with the quality† which the brand is Burger King with their lot of menu choices and MOS burger that now serving their burger not with bread rather than rice, so many unique and unimagined ideas about how people create an interesting food and take business burger seriously. The reasons why this three brand of burger consume by community is because they all concern for the word halal kosher, they also know how to compete by creating the best test and design the appearances of burger until it brings kind of history to our life. Additionally, it also because of their good marketing which know how they persuade people and how they advertise their burger by make it commercial break that published in television, advertise their burger in big billboard, put their poster in bus until send their discount coupon (direct mai l) to public.

Composite Materials In Automotive Brake Disc

Composite Materials In Automotive Brake Disc Abstract The aim of this paper is to explore the uses of ceramic matrix composites (CMCs) in the automotive industry, their advantages over current grey cast iron discs, their manufacturing processes and potential commercial applications. Cast iron brake discs consume much fuel due to its high specific gravity. As a result, a better and perhaps cheaper alternative is needed to fulfil the needs of high end automotive industries and even mid range consumer vehicles. INTRODUCTION Reducing green house gases and fuel consumption is a common goal for automotive industries and of paramount importance. Auto industries have dramatically increased the use of aluminium in light vehicles in order to reduce weight and help improve efficiency. Aluminium alloy based metal matrix composites (MMCs) with ceramic particulate reinforcement have shown great promise for such applications [1,2]. These materials having a lower density and higher thermal conductivity as compared to the conventionally used gray cast irons are expected to result in weight reduction of up to 50 60 % in brake systems [3]. Under severe service conditions like higher speed, higher load etc, these advanced materials have the potential to with stand these conditions. Basic mechanism of mechanical properties The high fracture toughness or crack resistance mentioned above is a result of the following mechanism: under load the ceramic matrix cracks, like any ceramic material, at an elongation of about 0.05%. In CMCs the embedded fibres bridge these cracks. This mechanism works only when the matrix can slide along the fibres, which means that there must be a weak bond between the fibres and matrix. A strong bond would require a very high elongation capability of the fibre bridging the crack, and would result in a brittle fracture, as with conventional ceramics. Thermal and electrical properties The thermal and electrical properties of the composite are a result of its constituents, namely fibers, matrix and pores as well as their composition. The orientation of the fibers yields anisotropic data. Oxide CMCs are very good  electrical insulators, and because of their high porosity their  thermal insulation  is much better than that of conventional oxide ceramics. The use of carbon fibers increases the  electrical conductivity, provided the fibers contact each other and the voltage source. Silicon carbide matrix is a good thermal conductor. Electrically, it is a  semiconductor, and its  resistance  therefore decreases with increasing temperature. Compared to (poly)crystalline SiC, the amorphous SiC fibers are relatively poor conductors of heat and electricity. CMC Brake Discs Disc brakes  are typically made out of grey cast iron. This material is has high tensile strength and can withstand a high temperature before failing. In high performance vehicles the amount of heat generated by friction when braking can be too great so the brakes fail or must be changed often. The failure is due to thermally induced fractures. Also these brakes can be heavy and susceptible to corrosion, which cause failure. Other composites have been tested such as Metal Matrix Composite, and Carbon Carbon Composites. The challenges with these materials are the ability to dissipate heat caused by friction isnt optimal at high enough temperatures. A typical grey cast iron disc brake can withstand a surface heat of 400 C before failure occurs. Type C/C-SiC is a Carbon fiber phase added to a Silicon Carbide matrix. The resulting material has increased strength with a lower density and high tribological characteristics. The most predominant feature is its ability to withstand high temperatures without failure. Due to its low coefficient of thermal expansion and high thermal conductivity, this CMC can retain its strength at high temperature. This CMC was manufactured as a disc brake with 2D reinforced discontinuous fibers. The fibers are placed perpendicular to the surface of friction to maximize Thermal conductivity. The result is a disc brake that can withstand surfaces temperatures of 1000 C with minimal wear. Problems There are multiple reasons for CMC disk brakes not being implemented among regular cars. Firstly, there is a low demand for high performance brakes due to the brakes themselves being rather expensive. As CMCs gain popularity, the cost of the raw material is expected to reduce, regardless of it being slightly expensive. Since regular cars arent used at high speeds, the amount of heat generated with low friction is small. As such, the Carbon Silicon Carbide brakes become inefficient and much weaker particularly in colder conditions. Thermal expansion of the composite and ceramic matrix results in this weakness. Cracking can occur on the surface of the brakes as the material expands at different rates under different temperatures. ADVANTAGES The integration of long multi-strand fibres has drastically increased the crack resistance,  elongation  and  thermal shock  resistance, and resulted in several new applications. As a result this has overcome the common problems associated with the conventional technical ceramics like alumina, silicon carbide, aluminium nitride, silicon nitride, or zirconia. Elongation  to rupture up to 1% Strongly increased  fracture toughness Extreme  thermal shock  resistance Improved dynamical load capability Anisotropic  properties following the orientation of fibers In comparison to the conventional grey cast iron brake disk the carbon-ceramic brake disk Weighed round 50 per cent less reducing the unsprung mass by almost 20 kilograms Improved brake response and fading data High thermal stableness No hot judder Excellent pedal feel Improved steering behavior High abrasion resistance and this longer life time and the advantage of avoiding almost completely brake dust The table below shows the properties of grey cast iron and its advanced alternatives (SGL Group n.d.) Property Unit Material C/SiC material, general C/SiC for carbon- ceramic brake disk Gray cast iron (GG-20) Density g cm-3 1,8 2,9 2,45 7,25 Tensile strength MPa (=N mm-2) 10 240 20 40 200 250 Modulus of elasticity GPa 20 240 30 90 110 Flexural strength MPa (=N mm-2) 20 210 50 80 150 250 Elongation at break % 0.05 0.8 0.3 0.3 0.8 Thermal shock resistance   (second thermal coefficient K) W m-1 26.500 46.000 > 27.000 < 5.400 Thermal stability  °C 1350 1350 approx. 700 Maximum operating temperature   (brake disk)  °C 1400   non-oxidizing 900 700 Linear coefficient of thermal expansion K-1 1.0 3.5 2.6 3.0 9 12 Thermal conductivity W m-1K-1 20 150 40 54 Specific heat capacity (cp) kJkg-1K-1 0.6 1.7 0.8 0.5 Manufacturing Processes There are currently 5 known manufacturing procedures for matrix forming. They are: Matrix deposition from a gas phase Matrix forming via pyrolysis of C- and Si-containing polymers Matrix forming via chemical reaction Matrix forming via sintering Matrix formed via electrophoresis Matrix deposition from a gas phase involves a process known as chemical vapour deposition where in the presence of a fibre perform, the deposition takes place between the fibres and their individual filaments and thus called chemical vapour infiltration. Pyrolysis (Pyrolysis  is a  thermo chemical  decomposition  of  organic material  at elevated temperatures without the participation of  oxygen) of C- and Si-containing polymers involves hydrocarbon  polymers to shrink during  pyrolysis, and upon  out gassing  form carbon with an amorphous, glass-like structure, which by additional heat treatment can be changed to a more  graphite-like structure. Matrix formation via chemical reaction works by one material being located between the fibres that react with a second material to form the ceramic matrix. Sintering is used to manufacture oxide fibre/oxide matrix CMC materials. Special  precursor  liquids are used to infiltrate the pre-form of oxide fibres. In the  electrophoresis  process, electrically charged particles are dispersed in a special liquid are transported through an  electric field  into the preform, which has the opposite electrical charge polarity. Application in Brake Discs Carbon/carbon  (C/C) materials have found their way into the  disk brakes  of  racing cars  and  airplanes, and C/SiC brake disks manufactured by the LSI process were qualified and are commercially available for  luxury vehicles. The advantages of these C/SiC disks are: Very little wear, resulting in lifetime use for a car with a normal driving load of 300,000  km, is forecast by manufacturers. No  fading  is experienced, even under high load. No surface  humidity  effect on the friction coefficient shows up, as in C/C brake disks. The corrosion resistance, for example to the road salt, is much better than for metal disks. The disk mass is only 40% of a metal disk. This translates into less unsprung and rotating mass. The weight reduction improves shock absorber response, road-holding comfort, agility, fuel economy, and thus driving comfort. The SiC-matrix of LSI has a very low porosity, which protects the carbon fibers quite well. Brake disks do not experience temperatures above 500  °C for more than a few hours in their lifetime. Oxidation is therefore not a problem in this application. The reduction of manufacturing costs will decide the success of this application for middle-class cars.

An Analysis Social Media Media Essay

An Analysis Social Media Media Essay We have witnessed lots of changes in the communication field over the past few years. Different types of communication media have been emerging and making their way into the market and have made the communication needs of the customers cheaper owing to competition. Internet is one of those things that contributed to the revolutionary changes in the recent times. There have been many changes and different stages of evolution in the said field even with the use of internet. Different methods and technologies have been evolving to use the internet in a better way. Social networking is one of those that have and have been making the internet exciting by the day. The latest buzz Social Networking added to make users more interactive with their friends (Ivanauskas, 2009). Social Networking sites like Facebook, Orkut, MySpace, and Twitter are already in to the market and making their presence felt by having lot of members join their networks and communicate with their friends and buddy list through their websites. The above mentioned social networking websites have bridged a lot of gap between friends who are priory difficult to stay in touch. They also have many users friendly and value added features such as sharing media and playing online games etc. The increasing demand for these websites meant the marketing companies have started focussing on these websites to attract the unique customer groups these websites represent. The latest buzz in marketing that reaches customer directly has been social networking. Aim: Main aim of this dissertation is to know how the social networking influences the current generation through the extensive utilisation of social networking for marketing purposes and evaluating the social networking sites as a medium of advertisement. Objectives: To study the effect of social networking websites on the current generation. Researching latest marketing strategies of business by using Internet Technologies including social networking sites Conducting a consumer survey about the usefulness and effectiveness of advertisements in social media networks. Context: First online community created was SixDegrees.com in the year 1997. And it used allow users to create their own profile and make them available to their friend by adding to their friends list (Adrian, 2008). The first ever social networking website however did not stand the tide of time and was closed due to reasons which are out of scope of this dissertation. The time spent by the netizens on the social networking sites is increasing by the day and the recent studies only go on to show the same. The community websites hold major part of Internet traffic and it increased 230% since from 2007 (Diana, 2010). The time spent on the internet increased by around 65% by the users in UK from 2007 to 2010 (Burrows, 2010). The statistics also show that the average age of the users of the social networking sites is predominantly low like in the 20 to 30 and 30 to 40 groups due to various reasons. (Michael, 2008) The projections also indicate a billion users for the social networking sites by the end of 2012. The increasing strength of these websites makes the marketing departments rethink their marketing strategies. After going through lots of articles and statistics related to online communities, it has been observed that the latest market trend was revolving around these networking sites and making most of this to their business advantage. Acknowledging the fact that teenagers do spend a lot of time online, it would be interesting to take advantage of this new trend and utilize it for the classroom more specific to the teaching and learning process. (Pingdom, 2010) Experts predict that between 2007 and 2011, U.S. ad spending on social networks will grow 180% from $900 million to $2.5 billion, as illustrated below in Figure II, which is attributable to increased revenue projections of the popular social networking site Facebook and increased spending on niche social networks (Zarina, 2009). It is indeed surprising to observe the share of internet marketing in the youth related companies. Modern marketing companies started making tools to make use of this trend and the same can be observed by studying these websites. In fact many companies adopted marketing in social networking websites as their major outlet of advertising and publicity. (RedBridge, 2008; MLC, 2008) The companies are also undergoing a major change technologically like adopting technologies such as web 2.0 to use the marketing space and opportunity in the modern websites such as Facebook, twitter etc which are mentioned above. According to Bakardjieva (2004), technologies of communication media were instrumental factors in building up successful communities that exists today. The increasing demand for the online communities and social networking websites is making new companies enter the arena. The investments of major IT companies in the already existing social networking websites (Google invested $900 million in MySpace and Microsoft $240 millions in Facebook) goes on to show the obvious which is the potential of these sites for the future (Ivanauskas, 2009). The investment is looked upon not as a business opportunity but rather as a marketing venue for these big companies to promote their already existing products. Companies on the other hand besides grabbing big opportunities such as above also are not missing out on being on the user side of these websites and being part of the plan when it comes to their target population. Almost everyone these days seem to have their presence in almost all the social networking sites which are most common in those respective regions. An account in Facebook, MySpace and Twitter seem to be the most common thing to most companies to reach out to customers on a direct basis. The customers are rising their doubts and the interaction is what is making the use of these websites so unique compared to other marketing strategies (Grunert, 2009). The above unique facts about the social networking and the new trends of marketing that are starting to spread making use of the same made the choice easier. It was decided that the area has lot of scope for research. Literature Review: According to Linda Peters (1998), the Web presents a fundamentally different environment both as a medium and as a market from traditional communication channels perspective. Itcreates the Marketspace a virtual realm where products and services exist as digital information and can be delivered through information-based channels (Rayport and Svikola, 1994). The companies and consumers quickly adopted the new concept of the new interactive world for their own benefits. These interactive channels allowed companies to reach new markets or have a grater influence in the existing oneà ¢Ã¢â€š ¬Ã… ¸s (i.e. example media companies transferred their news papers in order reach new audiences) and the consumers had an opportunity to save time and money by communicating, looking for information or buying product and services online. The concept of interactivity has been extensively researched in advertising and marketing literature and was summarized by Johnson (Johnson et al, 2006) According to Liu Shrum (2002) emergence of new media (Internet), brought new models of interactivity: user-to-user and user-to-message. Contemplating about user-to-user interactivity Ha and James (1998) suggested that the more communication in a computer-mediated environment resembles interpersonal communication, the more interactive the communication isà ¢Ã¢â€š ¬-. Steuer (1992) defined users-to-message interaction as follows: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢the extent to which users can participate in modifying the form and content of a mediated environment in real timeà ¢Ã¢â€š ¬-. Lee (2005) summarized the main components of online interactivity Commercial online services and the introduction of the Web have created the potential for a mass interactive dialogue between exchange parties (Peters, 1998). The world have witnessed the evolution of a universal interconnected network of audio, video, and electronic text communications that blurred the distinction between interpersonal and mass communication and between public and private communication (Neuman, 2003). The new market space changed the behavior of the people and the communication models. The shift is then from a one (firm)-to-many (consumers) model of communication to the many-to-many model where contribution to the medium and the message may come from both directions (Hoffman and Novak, 1996). Chaffey (Dave Chaffey et al., 2007) argues that such kind of communications allows mass customization and personalization and the messages send trough Internet can be targeted more effectively. Moreover, the Web is changing the traditional marketing communications concepts as t he consumers can go all the way from awareness to interest to desire to action (AIDA Framework), all within the same medium and within the same session (Economist, 2008a). Andrew L. Shapiro (1999) argues that the emergence of new, digital technologies signals ia a potentially radical shift of who is in control of information, experience and resources. One of the key features of the new electronic communication media is the ability of consumers to control both contact and content (Peters, 1998). Sohn and Lackenby (2002) suggest that individuals participation in social communication processes is the crucial factor for increasing the perceived interactivity of the Internet (citied in Stafford and Ronald, 2005). Moreover, according to Normann and Ramirez (1994) the consumers become co-producers, because the value is constantly created in interaction with many different players, including consumers, suppliers, employees and managers. As a result, marketers are losing control over the communication messages their trying to deliver to their consumers. According to Gatarski and Lundkvist (1998) when communication, in the meaning of sharing information, meets i nteractivity, it creates not simple massages but forms two-way conversations. These conversations can be applied in production as implementation of mutual ideas (consumers and producersà ¢Ã¢â€š ¬Ã… ¸) in order to create new enjoyable products or services. 2.1 Introduction to changing media and communications landscape The last century was a gold age for the media development. The new technologies as Telephone, Radio and Television have changed peopleà ¢Ã¢â€š ¬Ã… ¸s lives forever. The new ways of communications have been successfully adopted and become a norm. The last decade of the century brought the new innovative technology Internet. As predicted by Newman (1991) Internet: Altered the meaning of geographic distance. Allowed the huge increase in the volume of communication. Provided the possibility of increasing the speed of communication. Provided opportunities for interactive communication. Allowed forms of communication that was previously separate to overlap and interconnect. Grieco and Holmes (1999) (citied in Combe et al, 2003) identifies three powerful features of Internet: 1. Disintermediation or the removal of brokers by allowing direct communication across spatial and sociometric distance; 2. Asynchronicyty of the removal of temporality as a barrier to communications; 3. Oculacy or the ability to communicate messages through images. According to Hermeking (2006) The global spread of modern technology, including information and communication technology (ICT), is commonly regarded both as an indicator of the postmodern era of globalization and as the very precondition for that era of intensive worldwide interactions of people and exchanges of goods, services, information, and capital. Hoffman (Hoffman et al., 1995) argues that the popularity of the WWW as a commercial medium (in contrast to other networks on the Internet) is due to its ability to facilitate global sharing of information and resources, and its potential to provide an efficient channel for advertising, marketing, and even direct distribution of certain goods and information services. In the recent years Internet witnessed amazing growth, according to Internet Consumption Report (Soumukil, 2008) the 21% (1,407,724,920) of the world population (6,676,120,288) are internet consumers. Most of them live in well developed regions as North America where internet penetration is as high as (73.1%), Australia (57.0%) and Europe (47.7%). Peters (1998) suggest that no other technological innovation has captured the imagination of users with the speed and impact of the Internet (Graph 1). According to Linda Peters (1998), the Web presents a fundamentally different environment both as a medium and as a market from traditional communication channels perspective. It creates the Marketspace a virtual realm where products and services exist as digital information and can be delivered through information-based channels (Rayport and Svikola, 1994). The companies and consumers quickly adopted the new concept of the new interactive world for their own benefits. These interactive channels allowed companies to reach new markets or have a grater influence in the existing oneà ¢Ã¢â€š ¬Ã… ¸s (i.e. example media companies transferred their news papers in order reach new audiences) and the consumers had an opportunity to save time and money by communicating, looking for information or buying product and services online. The concept of interactivity has been extensively researched in advertising and marketing literature and was summarized by Johnson (Johnson et al, 2006) (Appendix 1.1). According to Liu Shrum (2002) emergence of new media (Internet), brought new models of interactivity: user-to-user and user-to-message. Contemplating about user-to-user interactivity Ha and James (1998) suggested that the more communication in a computer-mediated environment resembles interpersonal communication, the more interactive the communication isà ¢Ã¢â€š ¬-. Steuer (1992) defined users-to-message interaction as follows: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢the extent to which users can participate in modifying the form and content of a mediated environment in real timeà ¢Ã¢â€š ¬-. Lee (2005) summarized the main components of online interactivity (Table 1). Commercial online services and the introduction of the Web have created the potential for a mass interactive dialogue between exchange parties (Peters, 1998). The world have witnessed the evolution of a universal interconnected network of audio, video, and electronic text communications that blurred the distinction between interpersonal and mass communication and between public and private communication (Neuman, 2003). The new market space changed the behavior of the people and the communication models. The shift is then from a one (firm)-to-many (consumers) model of communication to the many-to-many model where contribution to the medium and the message may come from both directions (Hoffman and Novak, 1996). Chaffey (Dave Chaffey et al., 2007) argues that such kind of communications allows mass customization and personalization and the messages send trough Internet can be targeted more effectively. Moreover, the Web is changing the traditional marketing communications concepts as t he consumers can go all the way from awareness to interest to desire to action (AIDA Framework), all within the same medium and within the same session (Economist, 2008a). Peters (1998) suggests four main changes in communication model compare the new and old media: 1. Communication style tend to have little or no time lag between the giving, receiving and responding aspects of communication between the parties. 2. Social presence or perceived personalness, the feeling that communication exchanges are sociable, warm, personal, sensitive and active. 3. Control of contact Early research into the willingness of consumers to utilize technology in shopping behavior concludes that the ability to control the pace and presentation of product information has the strongest influence on willingness to engage in computer-mediated marketing activity (Carson et al., 1996). 4. Content The content can be customised either by users or by senders. Where users are able to control the content, or presentation, of the message it is said to be interactive. Andrew L. Shapiro (1999) argues that the emergence of new, digital technologies signals ia a potentially radical shift of who is in control of information, experience and resources. One of the key features of the new electronic communication media is the ability of consumers to control both contact and content (Peters, 1998). Sohn and Lackenby (2002) suggest that individualà ¢Ã¢â€š ¬Ã… ¸s participation in social communication processes is the crucial factor for increasing the perceived interactivity of the Internet (citied in Stafford and Ronald, 2005). Moreover, according to constantly created in interaction with many different players, including consumers, suppliers, employees and managers. As a result, marketers are losing control over the communication messages their trying to deliver to their consumers. According to Gatarski and Lundkvist (1998) when communication, in the meaning of sharing information, meets interactivity, it creates not simple massages but forms two-way conve rsations. These conversations can be applied in production as implementation of mutual ideas (consumerà ¢Ã¢â€š ¬Ã… ¸s and producersà ¢Ã¢â€š ¬Ã… ¸) in order to create new enjoyable products or services. 2.2 Social media and Web 2.0 2.2.1 Social media The real power of people can be noticed in the new revolutionized media channel social media. According to Mayfield (2008) social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics: Participation Engagement: social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. Openness: most social media services are open to feedback and participation. They encourage voting, comments and the sharing of information. There are rarely any barriers to accessing and making use of content password-protected content is frowned on. Conversation: whereas traditional media is about à ¢Ã¢â€š ¬Ã… ¾broadcastà ¢Ã¢â€š ¬Ã… ¸ (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community: social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a lov e of photography, a political issue or a favourite TV show. Connectedness: Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people Drury (2008) suggests that when analyzing social media marketers too often concentrates on the media factor, when social element is the key, because marketing within social media is about building a relationship and conversation with the audience, where the simple message delivery is changed by ongoing exchange of perceptions and ideas between company and the consumer. Haven (2008) suggests that social media key elements are not entirely new as features of sharing, connecting, opining, broadcasting and creating has been long in our lives, but there are several characteristics of new technologies and behaviors that set them apart from the past: Reach Historically, audiences for the common person have been limited: a tribe, family, friends, neighbors, or the local community. Todays technologies pr ovide scale and enable anyone to reach a global audience. Accessibility The means of production for most media used to lie in the hands of enterprises with unlimited resources (financial or human). Todays technologies for media creation are available to anyone at little or no cost. Usability The means of production typically required specialized skills and training, both technically and creatively. Todays technologies simplify those processes, or in some cases reinvent them, so anyone can create and operate the means of production. Transparency People, especially Americans, historically kept personal information to themselves and had a general distrust of authority (enterprises, government, etc.). Today, people are willing to share anything about themselves (interests, location, family situations, health condition, etc.) in a public venue, and todays technologies make that both possible and purposeful. Recency When people did have the means of production and distribution in the past (albeit limited), the time lag between communications was typically long (days, weeks, or even months). It was a limitation of the technology or system in which it operated. Todays technologies enable instantaneous responses and dialog where only the participant determines the delay in response. The interactivity gains a new meaning when it is applied through Web 2.0 platforms and Social media channels as dialogue between consumer and company becomes much more active and interactive. As summarized in the media landscape analysis the past decade was all about two-way communicationà ¢Ã¢â€š ¬Ã… ¸s and interactionà ¢Ã¢â€š ¬Ã… ¸s models. Most of the marketing academics (Kotler, 2003; Pettit and Brassington, 2005) recognized the importance of creating two-way marketing channels between consumer and company for brand building, CRM, sales (and etc). Social media, itself, does not change this idea, but redefines interactivity and takes it to another level. Armano (2008a) argues that social media goes beyond the interactive marketing which is facilitated by computer-human interaction, and introduces human-to-human interaction enabled by technology (Appendix 2.1). The main difference is that the companies instead of pushing the content (i.e. automated e-mailà ¢Ã¢â€š ¬Ã… ¸s) through online channels empower people to engage and interact with other people and produce new content about the company (blogging, commenting, social networking and etc.). Free production of content and voluntary distribution is the key elements of the social media. Meadows-Klue (2008) suggests that in social media marketing engagement replaces interruption; diversity and self-expression replace conformism and unity; the media of the masses replace mass media; granular insights and rich data replaces generalization and conversations in marketing replace control. Another major change from the marketing perspective is the shift from persuasion to influence. Past decades marketing practitioners were using the communication mix in order to attack consumers with pervasive messages to make them buy goods and services offered, but in the age where 25 percent of search results on Google for the worldà ¢Ã¢â€š ¬Ã… ¸s 20 largest brands links to consumer-generated content (Nielsen Buzz Metrics, 2007 ), to do this is too late, not practical or impossible, as the messages are already floating out there. According to Mitchell (2008) this process is facilitated by the change of information flows from top down (B2C) to bottom up (C2B) what redefines marketing environment as marketers do not own the message anymore (Figure 2.2, Apendix 2.2). Armano (2008) suggests that people can be divided in different grouping according their strength as the massagers (Apedix 2.3) The User Generated Content (UGC) can become influential message of the consumer to the consumer (C2C) about the company and therefore should be carefully monitored. In fact, the content is the new message in social media channels. According to Eikelmann (Eikelmann et al, 2008) the best marketers can do in this environment is to try to engage with the consumers through social media in order influence these messages. Drury (2008) suggests that instead of sending simple messages, marketers should provide the content which would be relevant for consumers and would generate conversations among them. Therefore, influence will become a standard measurement in Marketing 2.0 (Dowdell, 2008). As blogger and social media strategist Douma (2008) put it: The age of persuasion is over. Welcome to the age of influence. Marketers are forced to look for alternative communication strategies to market in the social media environment, because advertising clutter, growing advertising literacy and changing consumer behaviour drives down the return on investment (Biegel, 2008; Constantinides and Fountain, 2008). These strategies have to consider the increasing fragmentation in the markets. 2.2.2 Web 2.0 Social media and Web 2.0 are two terms which are often used interchangeably in the marketing literature, even though they are not entirely the same. From the marketing perspective, the Web 2.0 should be perceived as the new tools for the marketing communication mix and facilitator and enabler of social media. The Web 2.0 term was introduced by Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly in 2004, it has originated from talks about social software and the communities surrounding these applications. According Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly (Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly, 2007) the companies that survived the dotcom boom had something in common; these companies realized that the Web is much more useful for delivering service than being used just as a platform for packaged products (i.e. software). Constantinides and Fountain (2008) defined Web 2.0 as follows: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢Web 2.0 is a collection of open-source, interactive and user-controlled online applications expanding the experiences, knowledge and mar ket power of the users as participants in business and social processes. Web 2.0 applications support the creation of informal users networks facilitating the flow of ideas and knowledge by allowing the efficient generation, dissemination, sharing and editing / refining of informational content . Hoegg (Hoegg et al, 2005) suggests that Web 2.0 is the philosophy of mutually maximizing collective intelligence and added value for each participant by formalized and dynamic information sharing and creationà ¢Ã¢â€š ¬-. Both definitions share similar concepts of maximizing the collective intelligence, self-regulating community, network effect, transparency of the information creation and sharing process, but the key element in these terms is the user. From technological perspective, there are not many changes in the Web 2.0 compared to Web 1.0 applications; the real value is created by people not only using this social software but participating in the creation process of it (by creating and editing the new content or even in some cases modifying the application itself). According to Constantinides and Fountain (2008), the key innovative elements typifying this new family of web applications can be summarized as three main principles: 1. Focus on simple, service-based open-source solutions in the form of online applications. 2. Continuous and incremental application development requiring the participation and interaction of users in new ways: not only à ¢Ã¢â€š ¬-consumingbut also contributing, reviewing and editing content. 3. New service-based business models and new opportunities for reaching small individual customers with low-volume products. As Web 2.0 applications are still in the development stage, the grouping of them varies according to the purpose and field of the research. Hoegg (Hoegg et al, 2005) groups web 2.0 applications according the services they provide (Figure 2.4). Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly (2005) argues that Web 2.0 doesnt have a hard boundary, but rather, a gravitational core which could be visualized as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core (Appendix 2.4). Therefore it is difficult to classify the Web 2.0 into the precise groupings, because the applications are interrelated and most of the time a few Web 2.0 features works on one platform. The mixture of Web 2.0 applications working under one site are known as Mash-ups. According to Mayfield (2008) à ¢Ã¢â€š ¬Ã¢â‚¬ ¢this combination of two or more pieces of content (or software, or websites) is one of the phenomena in social media that make it at once so exciting, fast-moving and sometimes bewilderingà ¢Ã¢â€š ¬-. But even more important feature of Web 2.0 applications is the adaptability in the different platforms. Social applications are becoming more and more popular on mobile devices (Phones, iPods (via podcasts)). In fact, according to BBC News (2008) one of the reasons the Internet usage on the mobile devices is increasing Web 2.0 applications. According to Drury (2008) social media applications has an ability to bring Head (Professional) and Tail (UGC) content together in all the formats (audio, video , text). As more and more professionally edited websites incorporates social media content some companies (i.e. Joost) are trying to apply Web 2.0 principals (live participation) for even bigger media platforms as TV. These applications are being tested in the Internet TV and in the near future have a good chance to redefine TV experience completely. All theses changes open new opportunities for integrated marketing campaigns, where marketers are enabled to reach larger audiences of consumers at all their touch points with mediated world at one-stop shop. Blogs and blogging Web Logs (commonly knows as Blogs), according to Tredinnick (2006), are arguably the oldest Web 2.0 applications and have been in the web space since mid 1990à ¢Ã¢â€š ¬Ã… ¸s. Constantinides and Fountain (2008) states that it is the most know and fastest-growing category of Web 2.0 applications. According to McCann report (2008), 184 million people World Wide have started a blog and 346 million read blogs, which means that 77% of active Internet users read blogs. Furthermore, 17.8 m have read a blog and around 4.3 m have created their own blog in the UK (McCann, 2008). The most recent Technorati research (2008) confirms this phenomenon as they tracked blogs in 81 languages from 66 countries around the world, it suggest that blogging have made a major influence on media ecosystem as bloggers are collectively creating almost one million posts every day and have representation in all top-10 web site lists across all key categories. In general a Blog is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video where entries are commonly displayed in reverse-chronological order and has permalinks (Daily Blog Tips, 2008), but Pomerantz and Stutzman (2006) argues that for every blog author and consumer, the precise understanding of a blogà ¢Ã¢â€š ¬Ã… ¸s use is different, therefore it is difficult to define its true meaning. Dearstyne (2005) summarized the definitions and blogging opportunities provided by major companies: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢Microsoft defines blogs as frequently updated personal web journals that can dramatically help both small and large companies communicate their product messages. They increase peoples ability to share ideas and information exponentiallv, and on a worldwide scale. Accenture says blogs are an interactive website that allows the owner to publish ideas and information. Users can read and evaluate material and add new content, creating a conver sation that spans lime zones and continents. Research Design and methodology: We are left with mainly two options for the way and approach for gathering the research data- primary and secondary in the broadest sense. The primary research methodology involves direct interaction with the subjects where as the secondary research involves collection of data from sources such as literature, magazines etc. While the primary research methodology is more current, it includes interviews, questionnaires, targeted groups, personal interviews etc which is a time taking and tedious process. There needs to be a trade off regarding the extent of primary research data to be included in the research. The main empirical study will be carried out based on the primary data which was collected as per the study requirements. Based on the requirement and research find

Nestle: Operating in a Global Economy Essay -- strategic management ca

Nestle is a large company with over 150 years of history. The company deals with global production and competes around the world in an effort to achieve steady growth and profit. Competing in the global economy requires dealing with many challenges to meet production goals and market products to different cultures. Nestle also markets to third world countries that need nutritious food at a reasonable price. The company is a market leader in numerous product lines that have provided a solid foundation for sales and profit. Nestle has strong brand recognition that provides a competitive advantage to get into new markets and expand in existing markets. Operating in the global market means embracing numerous opportunities while avoiding various threats. The strategic management Nestle exhibited serves as an excellent case study in operating in a global economy. History The Nestle company traces its roots back to 1866 when Henri Nestle began searching for a healthy and economical alternative for mothers who were unable to breast feed their infants. Nestle’s first customer was a premature infant that could not tolerate the mother’s milk or any other substitutes available at the time (Nestle). The new product saved the babies’ life and people quickly recognized the value of the new product. By 1900, the company expanded to other products including powdered soup, bouillon cubes, sauces and flavorings. Through the early 1900s, production expanded and factories were operating in the United States, Britain, Germany and Spain. In 1904, Nestle added chocolate to its product line by reaching an agreement with the Swiss General Chocolate Company. The company continued to expand and began manufacturing in Australia and e... ...nclusion Nestle is a market leading company and serves as an excellent case study for illustrating strategic management in the global economy. The companies roots go all the way back to 1866 and the established history have created a strong company tested by the ups and downs of the world economy. Establishing a strong market base and vision for health and nutrition provide Nestle a positive reputation. The company has weathered two world wars and has continue to refine the corporate strategy. This flexibility and adaptability have enabled steady growth and success through these changing market conditions. Nestle can continue this success by establishing new markets and creating new products. In particular, continuing research and development to expand health and nutrition focused products will facilitate the ability to achieve above-average returns.

Obesity Lawsuits by Nancy Hall Essay -- Analysis, Nancy Hall

In Nancy Hall's "Obesity Lawsuits" (2004) essay, Hall is determined to address the problem constantly growing and silently taking lives in America every day, obesity. The author goes on to argue that people should not be suing "fast food companies" (Hall, 2004, p. 113), but rather look at themselves to blame for becoming obese. Americans need to think about their own decisions routinely, exercise to keep the extra weight off and choose meals that are healthier (Hall, 2004). The authors thesis states: "Listening to the subtle nuance emerging from legal debate, we can hear a discernable message that clearly spells out the desperate need for further study, public awareness, and education on obesity in America" (Hall, 2004, p.114). Even though Nancy Hall is not educated on obesity nor holds a degree in Health Sciences, the article is still persuasive because of the emotion placed into words pursued by direct and solid facts laid out on paper (Hall, 2004). Throughout the article, Hall (2004) uses facts and data to show readers how big of a growing concern obesity is becoming in America. However, Johnson-Sheehan & Paine (2010, p. 172) state that "...logos involves more than using logic to prove a point. Logos also involves appealing to someone else's common sense and using examples to demonstrate a point". In the beginning of the paper Hall, uses logos to impact the reader right away and capture their attention . One the author gathers facts from different sources, who have education dealing with obesity and other health fields (Hall, 2004). For instance, Hall quotes "Lisa Harnack and Simone French, associate professors in the Division of Epidemiology, School of Public Health at the Rhetorical Analysis 3 University of ... ...ence, but the author gathered data from those who are educated in those areas of study. Digging deep in past research, the writer finds experts from areas of study, relating to obesity and other health fields. Since the researchers are experts in those areas, this makes their data solid and reliable to use in her argument (Hall, 2004). Rhetorical Analysis 6 In conclusion, Nancy Hall's "Obesity Lawsuits" (2004), implies solid facts, uses an emotional appeal, and valid points to support her standing on this topic. Overall, Hall's argument is good because of all the techniques used to convey her point and sway the readers' opinion. Hall thinks that the lawsuits will cover up the growing problem in America and not resolve anything. Hall's strong argument will turn the focus from the courts to city streets, in an effort to stop obesity (Hall, 2004).

If Winter Comes Spring Is Not Far Behind Essay

Birds get frozen, flowers get withered, from a pebble of earth to the star of sky all get silenced. It is the time when winter jumps in. Torments, tensions, tragedies, tortures come up when west wind of winter blows. Winter is the time of sweet sorrowfulness and dangerous difficulties. However, when spring comes it brings gala days; birds fly up, and flowers get bloomed. Oh! Spring, you are a hope in calamities of life. Winter is the symbol of destruction and bareness whereas spring is the symbol of hope and fruitfulness. Around 250 thousand years ago a winter in Rome went on, in which slaves were smashed and slaughtered. Cruelity and ignorance was at peaks. At that time, a man of might and words stood like an insurmountable mountain and fought against Roman Republic for slaves. That man was Spartacus. He had almost perished the Government, but he was chopped in Third Servile War. But when he was martyred he said these words. â€Å"I will come again, not alone, but with millions.† And, yes, he came again with spring in Rome and, which perished the winter of that time. The winter of crises, problems, destruction has charged our country Pakistan. It has brought many critical and havoc circumstances which have taken lives of thousands. But hopeful spring is far behind and clouds of happiness are forecast which will bring pleasures and prosperity in Pakistan. Moulana Jalal Din Rumi says, â€Å"Don’t grieve, whatever you lose comes in another form.† So, one should push the winter out, and make outlets for spring to come in. And, coming spring will be joyous and peaceful. If winter has come, yes, spring is far behind. Winter snatches green leaves of trees, smashes colours of butterflies, slaughter blooming flowers. But, when everything is lost there hope dwells and that is the spring, which has to come anyhow after winter and that is the cycle of life.

A Review on Lifeboat Ethics Essay

Lifeboat ethics: the case against helping the poor is a famous essay written by Garret Hardin, a human ecologist in 1974. This article aims to re examine the lifeboat ethics which was developed by the author to support his controversial proposal. In the theory, the world is compared to a lifeboat with a carrying capacity of 60. There are totally 50 people on board, representing comparatively rich nations, while the 100 others swimming in the ocean outside the lifeboat stands for the poor nations. To solve the dilemma of whether the swimmers should be allowed to climb aboard at the risk of lifeboat’s safety, Hardin suggested that no admission should be granted to boat, or to interpret it in a straight way, no humanitarian aids should be offered to the poor countries. Regardless of the additional factors which the author took into consideration from the real world in the essay, in my opinion, the basic metaphor itself is questionable. Firstly, the status of the lifeboat is not an accurate reflection of reality. Arguably, natural resources of the earth are finite, however, this does not equal to the scarcity of resources in the control of the rich nations. On the contrary, nowadays in the developed countries, what the rich have used is out of proportion to their actual needs, which not only leads to colossal waste each year but also creates disposal problems. A familiar example is the popularity of losing weight among the western world, which is not solely a way of pursing beauty but also a clear indication of the growing number of obese people who consume food excessively. In contrast, in the third world especially poverty-stricken nations like Ethiopia, millions of people are filled with untold suffering. They drag themselves on the street from day to day, begging for only a slice of stale bread. Due to the unfair distribution of resources caused by the affluent people’s favorable political position, most rich nations currently obtain more than enough resources and they are still casting their greedy eyes on the untapped poor regions. In the light of the facts above, in the lifeboat metaphor people on board actually occupy  more room than normal and the real carrying capacity of a lifeboat is more than 60. With no admission given to those swimmers who are in need, the room is not allocated â€Å"to each according to his needs†, a principle the author cited in explanation of the rationale behind the lifeboat ethics. The second doubtful point is related to Hardin’s computation of conscience. In defense of the survivors’ guilt arising from not helping the poor, he claimed that â€Å"the net result of conscience-stricken people giving up their unjustly held seats is the elimination of that sort of conscience from the lifeboat†. He defined guilty about one’s good luck as a type of conscience and the newcomer’s lack of guilt about the rich people’s loss as conscience drain; but the author deliberately omitted the morality of rich people’s indifference to the poor asking for help. Counting the negative effects on total conscience in the lifeboat if no rescue is attempted, the final solution to the lifeboat dilemma might be changed. Essentially, the author’s negligence of social injustice against impoverished people and the ethical issue indifference is just a result of his bias for the rich countries. To improve the general population quality, the author repeatedly emphasized the necessity of reproduction control in poor nations and increasing the proportion of rich nation’s population. This suggestion in fact is based on the assumption that the people in rich nations are innately superior to their counterparts in poor countries, which is an apparent violation of the creed that everyone is born equal. In conclusion, the poor people should not be the sacrifice of the population growth in the developed regions. Logic and rigorous as the essay Lifeboat ethics: the case against helping the poor may appear to be, the author wrote more on behalf of the countries on board, group of which he belonged to. The author urged people to get rid of sentiment and make rational decisions, but ironically he himself deceived his mind with prejudice and sense of superiority.