Book Analysis

David Mamet’s Bambi vs. Godzilla: On the Nature, Purpose, and Practice of the Movie Business is one of the latest books written by David Mamet. The book is about the sharp views that Mamet makes about the movie business and the inner doings of Hollywood. On 30th November 1947 Lenore June gave birth to a boy in Chicago who was named David Alan Mamet. Mamet’s mother Lenore June was a teacher and his father Bernard Morris who was an attorney. (Film Makers, Pp 1)Mamet is an American movie director, writer, novelist, dramatist, and a screenwriter.He is famous for his works which are well-known among people for their clever, short, and at times offensive dialogue and his mysterious styled phrasing sense. (Film Makers, Pp 1) Mamet has received a number of award nominations like he got nominated for Tony Award for Glengarry Glen Ross (1984) and Speed-the-Plow (1988). He was acknowledged with Oscar suggestion for Wag the Dog (1997) and The Verdict (1982) as a playwright. (Film M akers, Pp 1)Some of his recent books include The Old Religion written in1997, it is a novel about the execution of Leo Frank; Five Cities of Refuge: Weekly Reflections on Genesis, Exodus, Leviticus, Numbers and Deuteronomy written in 2004, an explanation of the Torah, The Wicked Son written in 2006, contains a deep study of the Jewish self-hatred and anti-Semitism; and Bambi vs. Godzilla, a book having sour comments and is a collection of essays on the movie business. (Gabriel Steinfeld, Pp1) In this book Mamet gives us a revolutionary inside look at Hollywood from the point of view of a film-maker.The title brings together an impressive, arresting and a weird metaphor that is â€Å"Bambi vs. Godzilla,† which refers to an old underground small cartoon, with long and graceful subtitle which is expressed in more literary language that showed off his intelligence. The subtitle which is â€Å"On the Nature, Purpose, and Practice of the Movie Business† shows that this book is a collection of essays on different phases of film making which includes production, direction, behind-the-scene stories etc. The book consists of eight major sections and forty-odd short chapters.The eight major sections contains the titles such as â€Å"The Screenplay† ( this section provides the steps to effective skill writing), â€Å"Technique† , â€Å"Genre† and â€Å"Some Principles† are the sections that covers the areas of film criticism , â€Å"The Good People of Hollywood† (this section of the books covers dissimilar topics, that are mostly related to the power dynamics that take place behind the scenes of movies), â€Å"The Repressive Mechanism† (this section is somewhat freely linked by the subject of power and the relation of art to it), â€Å"Passing Judgment† ( this section covers the part of acting and criticism), â€Å"Crimes and Misdemeanors† (covers the portion of the cheats and the dishonesty that big na mes make in the Hollywood). (Gabriel Steinfeld, Pp1) He in details explains what happens at the studios, what happens during the shooting of a movie and various questions which arise in the mind of a common man.Mamet presents a clear-cut view of the deepest and the secret inner workings of the general movie industry and particularly concentrates on Hollywood in the book. Mamet provides entertaining, astonishing, and willingly gives the answers to questions about almost every portion of filmmaking, right from the concept to script and to the screen. (Gabriel Steinfeld, Pp1) Before Bambi vs. Godzilla Mamet wrote and directed a drama Spartan in 2004, which was very much mishandled by Warner Bros. they didn’t knew how to present this drama to audience so after a short period of time they dumped this drama. The way Spartan was handled and treated Mamet could be expected to reveal his anger and rage through this book he had for the studios and the film industry.Even though several of these pieces were written before the Spartan misfortune, Mamet showed his disapproval for the present structure and organization of conventional cinema and to show his disapproval he does not even waits for the main chapters to start he begins it from the introduction of the book. (Gabriel Steinfeld, Pp1) In the book Mamet covers a wide range of topics that range from â€Å"How Scripts Got So Bad† to the â€Å"Manners in Hollywood. † He takes us gradually through some of his personal favorite movie stunts and directorial tricks, and clearly in the film speaks aloud the fact that it is the craft and the crew that make great films not the actors and producers.He also tells the audience in the books that who are his preferred and much loved performers and what are his favorite films, according to him who he thinks is the most ideal actor that would bring elegance to the screen, and who he thinks should never have showed on screen. (Christopher Hirst, Pp1) Modern or Pos t-modern? Mamet was post-modern in his artistic perspective. He has used to portray art which is considered to be in disagreement to a number of features of modernization, or to have appeared or developed in its consequences. In common activities for instance inter-media, setting up art, theoretical art and multimedia, mainly connecting video are illustrated as postmodern.The qualities linked with the exploit of the expression postmodern in art incorporates bricolage, utilization of vocabulary significantly as the fundamental creative constituent, collage, generalization, misappropriation, representation of user or accepted civilization and presentation art. The book is written about the present situation of Hollywood. David Mamet speaks about the flaws of the film industry. His way of writing and his ideas clearly shows that he is a man of modern culture. He looks at the modern situation of the film industry and suggests ideas that could make drastic changes in the film industry of today and those would pertain in the future. The choice usually Mamet makes for his actors would be disapproved or ignored by the current film-makers but if they looked through Mamet’s point of view Hollywood would very soon start to produce well-crafted and outstanding movies of its time.(Christopher Hirst, Pp1) References Christopher Hirst ,Paperbacks: Bambi Vs Godzilla, by David Mamet, (2008) Retrieved 01-02-2009, from http://www. independent. co. uk/arts-entertainment/books/reviews/paperbacks-bambi-vs-godzilla-by-david-mamet-864393. html Gabriel Steinfeld , Book reviews: Bambi vs. Godzilla: On the Nature, Purpose and Practice of the Movie Business, by David Mamet,(2009) Retrieved 01-02-2009, http://www. helium. com/items/536905-book-reviews-bambi-vs-godzilla-nature-purpose-practice-movie-business-david Film Makers, David Mamet. Media Pro Tech Inc. (2006). Retrieved from: http://www. filmmakers. com/artists/mamet/biography/index. htm

Fast Food Essay

Fast Food Essay Fast Food Essay Fast food has influenced the best of us in many ways. Every person in the United States, even around the world, everyone has become exceedingly indolent and we all depend on this indigenous source of food. As we grow up our parents feed us what is now known as â€Å"Fast food.† Everyone in the world knows this food is an impediment to our health and how we should be living. People also do not understand what they are consuming when they eat these fast food products. Children of the fast food generation are growing substantially because parents have become so indolent. Life for America is exceedingly easy anymore, mainly because fast food and the techniques that we live by are ameliorated. Fast food is so ubiquitous that when the designated cooker of each family decides they simply don’t want to cook, they simply go out and order fast food because it is not only cheap, but fast to get and convenient. Although do they really know the dire consequences that either an anima l or person had to suffer in order for them to get their $20 worth of family food? American consumes more fast food now then they ever had, but the real problem is that no one seems to know what really is in fast food and how it effects our society. Most people would come into the world with little knowledge about what weight is and what we should all think about it. As they mature we all know that body mass is exceedingly important and when people begin to gain the overlooked weight they begin to notice that places like the CDC would say about being obese. Anymore it’s normal to see people who are over weight, but when â€Å"over 9 million children† are being shown as obese before they are the age of 20, it is not something to be proud of. When children begin being that obese at that young age â€Å"they are more prone to get type 2 diabetes, cardiovascular disease and high blood pressure† and as Americans we all know how serious these small things really are f or our health. As children they also have â€Å"an 80% of being obese when they are adults and as research has shown that when â€Å"obesity begins before the age of 8 adult obesity will be exceptionally more severe.† Unfortunately for most people obesity is hard to get rid of and the lifestyle choices that cause it shape a life time of obesity. Most people would relate obesity to fast food and what food we intake (CDC 1). Consequently for most people who eat fast food they do not understand what it is that they are eating. They do not understand that what they are eating is abused and genetically modified animals. People are not looking into the â€Å"genetically modified breast of McDonald’s chicken McNuggets† (Schlosser 140) or the abuse that calves â€Å"only a few days old,† (Humane Society 1) will have to endure for our mere eating pleasure. Steroids and growth hormones are unwonted for humans, but most people do not notice that most â€Å"bovines are given growth hormones and most people are beginning to ban such practices† (Schlosser 142). Just as animals are abused and used the food we generate from these animals is ameliorated through the past decades people are finding new ways to modify their food with things that are not natural anymore. People are beginning to put certain things like â€Å"animal products† (Schlosser 128) in their French fries, things that we believe are just friend potatoes. As Schlosser states in his book Fast Food Nation about the additives that go into our food, we learn of all the added preservatives and unnatural flavor. He goes into depth of the actual way our famous hamburgers get that amazing unpretentious flavor that addicts us all (128-129). We are all in fault of this auspicious way to feed our families everyday. It may seem that this food has become completely tyrannical because fast food inclusively has taken the enjoyment of cooking and being with our families at dinner away from us. Fast food has garnered their reputation through advertising to the children of today. Schlosser researched the

Avoid These 15 Career Mistakes If You Want to Get and Keep a Job

Avoid These 15 Career Mistakes If You Want to Get and Keep a Job If love is a battlefield (and we all know it is, thanks to Pat Benatar), then the career world is a minefield. There’s the resume and interview process, but the dangers don’t end once you’re hired and installed comfortably in a cubicle somewhere. Let’s take a look at some of the most common career mistakes throughout the job cycle, and what you can do to try to avoid them. 1. Before You’re Hired2. On the Job3. On Your Way Out4. Your Future CareerBefore You’re HiredThe clock for potential missteps kicks off the second you decide to apply for a job. Here’s what you should be wary of doing:1. Making blatant mistakes in the cover letter/resume.In many cases, your cover letter is your first chance to make an impression on the recruiter or hiring manager. If you go in with a bunch of obvious errors (or one really egregious one), this suggests that you might be as sloppy an employee as you appear as a candidate. Always check everything thorou ghly for typos, and if possible, have a trusted friend or family member read over any materials you’re going to release to the world.I have a friend who made the most horrible typo possible, accidentally leaving a super-vulgar mistyped word in a cover letter to a company that, shall we say, wasn’t very likely to laugh off such a word appearing in communication with them. Needless to say, he never got a call for an interview at that place. Trust me, it’s worth it to spend the time to write and revise your resume, engineering it down to every word.2. Addressing the wrong person/company.Dear Sir at Widget Company, I was excited to hear about an opening at your company. I’ve always wanted to work at Widgets R Us. I anxiously await your response. [Spoiler alert: no interview forthcoming.]3. Phoning-in the interview.Whether you don’t really want this job after all, or you think you can coast because you’re very qualified, don’t take anythin g for granted. Always bring your A-game to any interview. Even if the job is unlikely to pan out, it’s good practice, and the people who take the time to talk with you about the job will appreciate your engagement and enthusiasm.4. Not following up with a thank you.Whether the interview went awesome or terribly, always follow up quickly with a thank you note. Manners go a long way, and you never know when you’ll come across the same people in the course of a future job search.5. Being too aggressive (or not aggressive enough).The Goldilocks approach works here. Don’t go in, all iron-grip handshake and unblinking eye contact. Also don’t go in looking at the floor and answering only direct questions. Try to find a happy medium where you’re confident, but not challenging every interviewer you meet to a staring contest.6. Talk money too early in the hiring process.As the old saying goes, â€Å"he who shoots first, loses.† If you bring up salary before the company is ready to make an offer, you can come off as mercenary- or worse, you can unintentionally limit your negotiating power after you have an offer in hand. Leave the interview process for getting to know the job and presenting yourself as the best candidate, and keep the negotiating for later. There’s no real upside to discussing money early in the process, and many opportunities for it to blow back on you.7. Not negotiating at all. No matter how grateful you are to get a job, always try to negotiate the best possible salary and benefits. Companies expect this, and as long as your requests are reasonable, it’s a must-do once you have a job offer. If you don’t negotiate and try to build on the initial offer, the only one you’re hurting is yourself.On the JobOnce you’ve got the job, don’t get too complacent- you still need to be careful about making mistakes. This doesn’t necessarily mean that you need to be perfect at all times, and that errors won’t sometimes happen in the course of your job. These are more the situations to avoid in the workplace.8. Making decisions purely based on money.If you love your job but jump ship for the first opportunity that comes along and pays better, you could live to regret that. Make sure that major decisions (like accepting a job somewhere else or deciding to leave) are backed up by a number of factors you’ve considered, including salary, benefits, your overall level of happiness, and your career goals9. Keeping your head down.Working hard is super important, but you know what else is too? Connecting with coworkers. You don’t have to be best buds, but making a nominal effort to get your coworkers can really help you later on. Not only do you get comfortable with people whose faces you see every day, but you never know when an ally will come in handy in the office. Quash those introvert tendencies and make small talk the next time you find y ourself waiting at the copier with â€Å"Tim†¦uh, Something from accounting.†10. Limiting your network to people you work with.It’s great to get to know people at every level in your company (see #9). However, don’t fall into a trap where your entire active network is located within your office’s four walls. Part of the beauty of having a network is getting information and opportunities from other places, so why limit yourself? If your LinkedIn profile is mostly people you see at least four times a week at the watercooler, it’s time to branch out and start making connections with people at other companies.11. Avoiding difficult situations.Challenges are excellent experience builders. Fear of failing can make us more likely to avoid taking on unfamiliar projects and goals, but you could be hurting yourself in the long run to keep things smooth in the short term. You’re unlikely to learn new skills or gain experience if you stick narrowly to your job description. It’ll also leave you with fewer instances where you can point to genuine growth and problem solving skills.12. Not owning up to mistakes.Not wanting to get in trouble with the boss is a pretty valid feeling. However, I’m assuming that you’re human. And accordingly, mistakes will happen at some point. It’s how you deal with those that can make or break your reputation. Don’t be the person who starts looking for someone to throw under the bus when things are going wrong. Be the one who says, â€Å"this is what’s wrong, here’s how we’re going to approach this, and here’s how this will be handled moving forward.†Not only that, but you also don’t want to earn a reputation as someone who trashes coworkers to make yourself look better. If you’re leading a group and others dropped the ball, it shows better leadership skills to take responsibility for the group’s performance a nd move on than to sit there pointing fingers at everyone else.13. Saying yes to everything.This is a tough one. You want to seem like an uber-employee, able to handle everything that comes your way. However part of being that uber-employee is knowing your limits, and being able to manage priorities. Getting overwhelmed is never going to be helpful- not for you, and not for anyone who’s counting on you to do the things you said you’d do.On Your Way Out Oh, did you think that once you’ve decided to leave your job, it no longer matters what you do? Nope, you’re still on the hook. There’s still potential for things to go awry.14. Burning bridges.This popsicle stand may be blown (or about to be), but no matter how resentful or angry you feel about your soon-to-be-former job, it’s in your best interest to be gracious until your last second in the office. You never know who you’ll come across again in the future, so you don’t want th e lingering impression to be, â€Å"Oh, I remember that person. What a jerk!†Your Future CareerThere’s one more mistake you don’t want to make, and this one has nothing to do with what you’re currently doing; it has to do with limiting your future career options.15. Letting inertia get the better of you.Are you still at your job because you don’t want to rock the boat and try to leave? Are you sacrificing career goals in the interest of stability? According to Forbes’s Liz Ryan, this â€Å"falling asleep† is one of the deadliest things that can happen in your career. Always be on the lookout for new opportunities, and find ways to make these opportunities work so that you can take advantage.Taken individually, none of these career mistakes are likely to translate into being career killers. But if you’re more aware of the consequences of even the smallest career pitfalls, you’ll be that more adept in getting right around them.

The Financial Management of Health Facility Research Paper

The Financial Management of Health Facility - Research Paper Example First, the key factors to consider when making pricing and service decision are considered to include the cost of production, profit mark-up and external factors including prices of competitors. Once the right prices and services are rendered, the facility is sure to have a very firm basis for financial performance. Again, there is consideration on the actual financial planning process, where it is said that there are as many as six components in the financial planning process. Each of these components relates to the other to ensure that a firm financial basis is built for the facility. Finally, focus is given to various investment policies that the health facility can involve its self so as to ensure that it keeps an appropriate time value series and is able to overcome all major financial risks. Introduction It is common knowledge that the major business associated with health facilities such as the selected facility is the provision of quality healthcare to patients. However, the researcher is of the opinion that in order for this core objective of the health facility to be achieved, there are some key structures that need to be put in place in order t ensure that this key objective is achieved. One of the key structures is the financial structuring of the facility. As a private health facility that receives no financial assistance from central government, it is expected that there are a number of measures that will be put in place to ensure that the financial requirements needed to successfully run the facility are met. To this end, this research paper is dedicated to looking at some of the key financial structures that need to be instituted for the progressive running of the company. The first of these shall be on the factors to consider in making pricing and service decisions so that the prices issued by the facility will not in any way be a disadvantage towards the competitive advantage it wants to build. The specific financial planning processes that ne ed to be followed by the facility and future investments that will bring the most forms of financial returns shall also be outlined in the paper. Factors to consider in making pricing and service decisions Literature identifies two major factors that need to be taken into account when making any pricing and service planning as in the case of the selected organization, which is a healthy facility. These factors are internal and external price and service determination factors (Tomecek, 2003). Generally, the internal factors are those factors that need to be considered in relation to the expenses that are incurred as part of the in-house planning and services that are rendered to patients. In the case of the identified health facility where the researcher has worked with for some time now, the very first internal factor that needs to be considered is the issue of cost of production. As a matter of fact, the health facility incurs so much cost in its bid to live up to its mission and v ision statement of giving first class health service to patients at first hand supply. Some of the cost of production inculcates into the salaries and remuneration of staff, the outsourcing of drugs and medicine, the payment of bills and rents, the cost of infrastructure, cost of research works that takes place within the facility, cost of machinery and equipment, and the cost of transportation and accommodation.

Factors Affecting Marketing Strategy Term Paper

Factors Affecting Marketing Strategy - Term Paper Example In this sense, Dr. Thunder can be asserted as being a low-involvement brand. There have been no major advertising campaigns run by Wal-Mart to market Dr. Thunder as a brand. For this reason, the recommended marketing strategy is a newly developed. The reason behind developing a new marketing strategy for Dr. Thunder is to highlight the subliminal attraction of the brand, as the brand name is similar to internationally popular Dr. Pepper. Market Size, Performance and Growth From the review of U.S Census on the size of the market segment to which the marketing campaign of Dr. Thunder would target, it has been found that the marketing campaign would target around 3 million Americans. Over the past 10 years, it has been noticed that the target market segment has grown for about 7.7% (United States Census Bureau, 2013). Moreover, the target segment would expand by another 8.9% in the coming ten years. Upon understanding the dynamics of soft drink industry in USA, it is found that the foll owing three factors have an impact on the consumer behavior of this industry: 1. The top most influential factor in this regard is health concerns amongst consumer circles. Consumers perceive that carbonated or fizzy drinks have wrong affects on their health and thus avoid drinking soft drinks at all or usually purchase these drinks. 2. Size and design of the packaging also influences consumer behavior. If a soft drink is offered in a glass bottle, it is not possible for customers to take it home or travel along with a bottled soft drink. On the other hand, a canned or plastic bottled soft drink would be seen as facilitating and thus consumers would prefer to purchase it. 3. Lastly, the soft drink industry in the world is perceived as the most competent and saturated industry. Presence of single handedly market share sweeping companies like Pepsi and Coca Cola makes it difficult for other brands to survive in the market (Mise, Nair, Odera, & Ogutu, 2013). Reference Group and Diffusi on of the Marketing Campaign Soft drink brands are usually more popular amongst younger target audience. For this reason, it can be asserted that the most influential reference group for Dr. Thunder would be the social circle of teenagers. As the majority of the US population is comprised by young generation, and the social circle of young audience is identified as the most influential reference group, it can be suggested that a marketing strategy focused on targeting a younger audience would achieve the quickest diffusion rate. Moreover, adopting a deterministic model would help Wal-Mart to the state of acceptance by a particular segment of buyers of Dr. Thunder and overcome the flaws in production and marketing strategies. The diffusion determinants pertaining to Dr. Thunder are the perceived health advantages to customers, low riskiness in purchase, easy to use packaging of the drink and ability to quench thirst (Saha & Theingi, 2009). Diffusion Enhancement Strategy To enhance th e diffusion rate for Dr. Thunder, the marketing strategy would primarily target college and school students. Moreover, the target audience belonging to the age bracket of 25-30 years would also be focused in the marketing strategy. To attract the attention of the target audienc

Comparison of Stieglitz and Jacob Riis photography style Essay

Comparison of Stieglitz and Jacob Riis photography style - Essay Example This essay  «Comparison of Stieglitz and Jacob Riis photography style » outlines and compares the works and heritage of this two talented photographs. Dubbed as the â€Å"Patron Saint of Straight Photography†, Alfred Stieglitz (January 1, 1864 – July 13, 1946) began earnest photography in 1883 and from the very beginning was against the idea of manipulation of any sort in the photographs that, to him, meant capturing life completely as it is. He is most famously noted for his promotion of photography as a complete art form in itself. Through 1892 and onwards, Stieglitz became considerable famous for his photographs of the every day life of New York and Paris. He was one of those people who were able to see the transformation of New York City from one of considerable poverty to one that rose as a symbol of the modern world. His photographs have captured the essence of both eras and follow the transformation of the larva into the butterfly. His one famous photograph is â€Å"The Terminal† which he took from the 4x5, which was, unlike the 8x10 camera not considered for professional purposes. However, due to his greater freedom of carrying the camera and talking photographs without a tripod, he was able to take as many photographs as he wanted through much greater ease. Using all natural elements such as the smoke and the ice, he softens the fame and presents his sober mood through the medium. All the faceless subjects of the photograph present what came to be recognized as his pioneering faculties in the field of straight photography.

Customer And Competitive Analysis Icelandic Glacial Marketing Essay

Customer And Competitive Analysis Icelandic Glacial Marketing Essay Icelandic Glacial is a Brand of Bottled Natural Spring Water from Olfus, Iceland. This company was established in the year 2004 and its headquarter is in Hlidarendi, Olfus, Iceland. The company is a sole proprietor company and dealing with the production and selling of the bottled water across the world. With its initiation, the company started the business in Iceland only and in the year 2005, it started exporting the branded bottled water to various other countries like USA, Germany, France, Mexico, UK and Canada. The company has very strong credentials and the bottling plant and the product finished by the company is accredited by NSF International. According to the company, customers buy Icelandic Glacial as their best choice because of the source of unparallel purity which is free of contamination, high quality bottle design which is absolutely recyclable; it is considered to be affordable luxury, it is environmentally friendly and last, but not the least, it is NSF certified. Target market for the product/service in the home market Home market for Icelandic Glacial Packaged drinking water is Iceland from where the product is produced. Target market for Icelandic Glacial is mainly schools and college canteens, various offices and households (especially bigger bottles), several grocery stores, etc. If segmentation of the target market of Icelandic Glacial is done, there are mainly three segments that can be identified clearly. These are as follows: Foreign tourists: These are the people who really do not like to drink the normal water from anywhere because of the health safety purpose. Domestic tourists: These are the people who really do not waste time in finding water from here and there and would spend money and devote their time in roaming around. Health conscious people and fashionable people: These are people who do not like to drink normal water ever and give priority to mineral water. Mineral water has also become a brand recognition as several people consider it a symbol of high class. Especially, people of age group 20 to 35 years is the main target market for Icelandic Glacial in the home country i.e. Iceland. The main motive of Icelandic Glacial was to produce high quality bottled water not a low quality product which most of the other companies produce. Brief summary of the products/services competitive strategy, marketing program, and positioning in the home market Competitive strategies of Icelandic Glacial Competitive strategies of Icelandic Glacial include a high focus on packaging quality and a cautious placement of the product as a preferred brand in the market. However, the company had a spoilt image in other countries, not because of its product quality but a spill-over effect of the bad name associated with Iceland. This had given a huge advantage to the competitors. To overcome this problem, the company came up with a different bottle with an art work on it and it really worked. It looked as if there is an ice formation on the bottle which really attracted the people. It created a landscape kept in the shelves of the stores just through change in the style. Marketing Programs of Icelandic Glacial In order to get an edge in the market, the owner of the company used his contacts in the business and the film industries which resulted in Icelandic water to be present in every party and even at every film festivals (Birchal, 2007). Promotional video has been on the website of the company with two very beautiful women showing the bottle of Icelandic Glacial on the main page of the website to attract customers Marketing Positioning of Icelandic Glacial Icelandic Glacial positioned the packaged drinking water in the market through various successful marketing strategies. In order to position the product in the market, the company used some very powerful slogans such as: Icelandic Glacial is the purest water; it is eco-friendly; it is certified by NSF; the bottles have the best physical structure; etc. Evaluation of the marketing program: S.W.O.T ANALYSIS There are more of strengths of the marketing programs which have been implemented by the company than its weaknesses. Strengths Icelandic Glacial is the purest bottled water in the world; It is eco-friendly and has zero carbon footprints; It is certified by NSF; the bottles have the best physical structure and are recyclable; Company has gained recognition in the global market; People got very much attracted by the bottle designs It was seen in the film festivals which really helped a lot to increase the sales of the product Weaknesses Company had to spend a lot of money to gain the recognition in the market Company has not established vast and firm global presence; Company has no presence in the UAE beverage or bottled water market. Opportunities UAE is a very rich country with very high per capita income; Large and very active demand for quality bottled water Unsaturated market expansion possibilities to other GCC countries Threats Competitors in the market size and strength Government protection of domestic suppliers Company Analysis for ENTRY market Analysis of the companys capabilities in entering new market Icelandic Glacial is marketed and distributed in large countries such as the USA, Germany, France, Mexico, UK and Canada. The company entered US in the year 2005 where after being a bad reputation of water being associated to Iceland, company made a stunning reputation. At present scenario, American company, Anheuser-Busch has around 20 percent stake in Icelandic Glacial. Icelandic Glacial is capable of producing 30,000 bottles in an hour. A separate type of distribution takes place in Canada, UK and Netherlands. Recently, Icelandic Glacial entered into the market of China. This packaged drinking water is known for its purity and zero carbon footprints and very much renowned in Europe and North America. It is now entering into the beverage market of China to increase its footprint all across the world (Icelandic Glacial Enters China Beverage Market, 2010). China Water and Drinks is the company which is the subsidiary of a US company Heckmann Corporation Inc. which is taking the responsibility of distribution of Icelandic Glacial in China. It is distributed to all the mentioned companies by various very renowned companies in the sector of water supplies. With such a huge and increasing global distribution and recognition as the purest bottled water in the world with zero carbon footprints, Icelandic Glacial has the capable of launching its product successfully in the UAE which could prove a big market for Icelandic Glacial. UAE, being one of the fast developing countries of the world can easily welcome the product with a huge sale all across the country. There is a huge opportunity for Icelandic Glacial to enter the UAE beverage market and compete with the existing products in its field. Icelandic Glacial could find UAE to be a very successful place like the USA. Identification of the business model Business Model which can be used by Icelandic Glacial for expanding its business in UAE is Distribution Business Model in which the company which has started its business from Iceland, and expanded its business to various countries of the world by distributing its product in the foreign market. UAE will be the next foreign branch of the company in which it will expand its distribution services. Main cost drivers for Icelandic Glacial in UAE for setting up its feet in the market could be huge promotional cost, plant setting up cost, cost of distribution channels, etc. Customer Analysis for ENTRY market Identification of 360-degree profile of customer segments There are almost every company which has its office in UAE and huge number of hypermarkets and shopping complexes. Regular Population Foreign tourists Customer Characteristics Demographics 7.5 Million 10 Million per year Psychographics Treat it as necessity and many treat it as hygienic Do not trust on regular water Location Urban as well as Rural Urban and sub urban Purchase Characteristics Purchase Occasion Very often (purchase it as a regular product) Almost regular Benefit Sought Value in the market Value in the market Product Usage hygienic concerns Necessary Product Evaluation of potential segments and selection of target market Potential Segment for Icelandic Glacial in UAE bottled water industry could be huge numbers of foreign tourists coming, increasing population in UAE. College and school canteens, health conscious people, offices, households, etc can be considered as the target market for the company. Volume potential Bottled water business in the country accounts for more than 40 percent of the total drinking water which gives up a business of AED 570 million (UAEs Bottled Water Industry Set to Sustain Growth by Boosting Capacity, 2009). Demand for drinking water in the country is going to increase in future due to increase in population and tourism. Present companies, for example, Al Ain is planning to expand its business in UAE. This means that there could be a huge projected growth for Icelandic Glacial in the country once it finds a good place in the market. Most of the well established brands in the country produce 15,000 of 1.5 l bottles in an hour. Thus, we can assume that at the starting we could produce 5,000 to 7,000 and in future could easily compete with the competitors. Margin potential The industry is not that price sensitive but price should not be very high or very low. It should be kept as the industry average. The industry average for 1.5 liter packaged drinking water in UAE is between AED 5 to AED 7 for a 1.5 liter bottle. Persuasion potential There are a huge number of competitors in the market like PepsiCo Aquafina, The Coca Cola Company Kinley, Nestle Purelife, Masafi mineral water, Al Ain Mineral water, Gulfa, etc which absolutely satisfy the needs of the customers with Al Ain being the topper in the list with 40 percent share in the market. I would highly recommend Icelandic Glacial to enter into UAE market because there is high need of water market in the country and this is also a fact that almost 40 percent GDP of UAE is based on this business. In spite of the fact that there is a high level of competition in the market, but still market is so high that surviving is very easy. But in order to gain a considerable amount of market share, it is necessary for the company to pursue the customers to buy the product which could be done by high level of promotion of Icelandic Glacial in the local market as taglines like the purest water on earth, etc. Identification of value drivers for the target market Benefits: UAE is a country where there is a huge need for drinking water. It is a market which earns the highest per capital income from packaged drinking water as compared to any other part of the world. Point-of-resistance: There will be huge competition in the market. Almost each and every international brand is present and along with that there are several big and small local brands as well. Industry and Competitive Analysis for ENTRY market Industry analysis Product i.e. Bottled water market is in the maturity stage and this is the reason that Icelandic Glacial is confident enough to enter into the market and get a considerable amount of success. But as the product is in maturity stage it is really difficult to gain a huge amount of market share as there are still companies who have made their brands for the past many years. Porters Five Force Model Bargain power of the Suppliers: It totally depends on the geographical location of the country. There is a huge problem of drinking water in the country as there is inadequate supply of water. Substitute Product: Cold drinks, tea, coffee, juice, etc. can be considered as the substitute products Bargain power of Buyers: Customer has a lot of choices in the market as there are a lot of brands of packaged drinking water exist in the current market New Entrants: Market is in its maturity stage, hence there could be just entrants in the market Rivalries: There is an oligopoly competition in the market as the market is in maturity phase (Bottled Water Industry and Competitive Environment Analysis, 2009). Identification of major competitors and the competitive strategy used by each Major competitors for Icelandic Glacial in UAE could be PepsiCo Aquafina, The Coca Cola Company Kinley, Nestle Purelife, Masafi mineral water, Al Ain Mineral water, Gulfa, etc. Strategies Used by each PepsiCo Aquafina: This Company uses natural and underground water which makes it different from the other brands available in UAE Nestle Purelife: Purelife is imported in the country from Saudi Arabia and it promoted with a statement on it label that Purelife is water coming from natural spring and deep well. Masafi mineral water: This is a local company in UAE which is situated in Ras Al Khaimah. It positions itself in the market by its superior quality product with ISO 9002 and ISO 9001:2000 certifications. Al Ain Mineral water: Clear leader in the cities like Abu Dhabi and Al Ain with more than 40 percent share in the market. It positions itself with great quality product and high customer loyalty. Marketing audit of competitors Analysis of Marketing Program There are several marketing programs done by various brands in the country. For example, Al Ain, which is the brand with maximum percent share in the market, is sponsoring Al Ain International Aerobatics Championship of 2008 (Al Ain Mineral Water, proud sponsor of the Al Ain Air Show introduces bottle recycling programme , 2008). Misafi Mineral Water came up with a flavored mineral water in order to give customers a combination of sweet drink and pure water. There are some other efforts made by several companies for establishing their brands in the market through television ads, newspaper ads, banners, etc. All the market programs done have succeeded only because of the fact that there is huge need of drinking water in the country. Companys Ability to Support Marketing Programs Icelandic Glacial is a company which promoted its water in Film award function in the starting of its business in US. This totally implies that Icelandic Glacial is capable of doing its marketing program in UAE due to the huge organizational as well as financial infrastructure available with the country. Positioning of competitors product/brand There are a very large numbers of competitors in the market but in spite of that there is a huge scope for Icelandic Glacial to sustain in the market because of the fact that need for this product in UAE is huge. At present, there are almost all the international big banners in the field of packaged drinking water present in UAE with enormous number of local manufactures. Among them Al Ain is a company which takes the maximum position in the market with 40 percent of the marker share. Assessment of industry attractiveness and competitors strengths and weaknesses UAE is a country which is very much attractive for a business of packaged drinking water. According to some previous statistics, UAE has the highest per capita income through the packaged drinking water business. This means that market for Icelandic Glacial is to a high degree certain and there is no doubt about that. Competitors for Icelandic Glacial in UAE have the strength that they are well established in the country especially Al Ain, which has huge share in the market but these companies have the weakness that there are so many companies in this industry that it could be possible that the qualities of zero carbon footprint, eco-friendliness and purity of the water could enable Icelandic Glacial to establish a niche in the market.