Gothic architecture and romanesque architecture Essay Example for Free

Gothic architecture and romanesque architecture Essay Gothic Style is the most fascinating and mysterious architectural era the world has seen. These large structures of the 11th through the 16th centuries, that are considered to be of Gothic Style, are simply glorious. Throughout the centuries, beautiful medieval cathedrals have been towering above every building and till this day, still survive with their astonishing appearance. The edifices built during the so-called Gothic period were not built with simple identifying Gothic features. Gothic architecture was born of Romanesque architecture altered by the influence of medieval society. Romanesque and Gothic architecture, although having many similarities, also have many differences. There are some who would regard the first Gothic churches in France as late extensions of the Romanesque building boom.The Romanesque contributed greatly to the development of highly articulated, expressive exterior and interior design.'(K Conant p. 6) French Romanesque architecture was the antecedent to Early Gothic in France. What remained to be done in creating the Gothic style as we know it was to take the proportion and sophistication of Cluny III, its relatively thin vaulting, its flying buttresses, joining them to the rib vaulting of Durham, and developing the effective features of each. (K Conant p. 291) Romanesque architecture was designed to be more for protective purposes than for any aesthetic quality. So as not to be destroyed by invaders, the walls of the Romanesque cathedrals were built very thickly. Gothic, on the other hand, had thinner walls and worked towards a more artistic approach. Gothic cathedrals were also designed with statues and sculptures on them such as the gargoyle, which also served as a rainspout. Romanesque cathedrals had few windows, as the walls of the cathedrals were very thick and made placement of windows extremely difficult. Contrary to Romanesque architecture, Gothic had many stained glass windows, which spread colored light, giving a feeling of peace. Gothic style used many flying buttresses and pointed arches, while Romanesque used rounded arches for added support to the heavy construction of the walls and ceilings. Gothic architecture was achieved intentionally by the plan of Abbot Suger to rebuild St-Denis. During the thirteenth century other French contributions influenced cathedrals and partially erased the twelfth century forms. (Grodecki, p. 73) The great models of the thirteenth century gave rise to formal  continuity that can be seen more clearly throughout France than in other countries. France contains more structures that are easier read of successive stylistic phases. Champagne was the most readily influenced by the creation of Gothic architecture. The edifices of Champagne and Saint-Remis represent the final technical and formal improvements of Early Gothic architecture. The sixteenth century Parisian church of Saint-Eustache was modeled after the twelfth century Notre-Dame of Paris. Though Notre-Dame of Paris is considered to be a negative influence by Grodecki, it was a model for many edifices of lesser dimension and importance in the diocese of Paris during the last third of the twelfth century. The edifice being four stories tall lacks a triforium: in its place are rose shaped roundels that emit light up to the roof. The very large, well lit gallery opens to the central nave through triple arched openings. (Grodecki p. 62) Given the height of this structure, the builders turned to flying buttresses as a final solution. However, flying buttresses were not added to the choir. The cathedral was built according to the thin-wall principle; the shallowness of the window recesses and of the gallery arcade make this thinness noticeable at every level. (Grodecki p.62) A positive influence on Gothic architecture is Chartres Cathedral. The Chartres type is believed not only to have served as a model for the great cathedrals both in and out of France, but also its formal and structural success is believed to have made it a kind of masterpiece sui generis whose historical value surely matches that of the most celebrated creations of world architecture. Gothic style is not to be found in the Chartres type, but instead in mid-thirteenth century art: namely Rayonnant style. The choirs of Paris cathedrals all share certain features that make the real culmination of the Gothic principles of space and construction. (Grodecki p. 107) The immensity and magnificence of Chartres is due to the facts that it was the seat of a very wealthy bishopric and the site of a well-known Marian pilgrimage. Chartres includes a double ambulatory with chapels, due to the combining of the plans of Notre-Dame at Paris and of Saint-Denis. The transept is borrowed from the Cathedral of Laon. Chartres architects genius and originality is shown in the interior elevation and general  structure of the building. Chartres is three stories and resembles Sens with one difference: the arcade and clerestory are of equal height, separated by a triforium much like that of Laons. The design of the interior volumes, the delineations of bays by piers and colonettes, the rigor of the side aisles and ambulatory these features comprise one of the most logical spatial arrangements known to Gothic architecture. (Grodecki, p. 110) The Cathedral of Chartres must be considered one of the monuments that states most explicitly the Scholastic or mystic purpose of medieval art. The influence of this extraordinary structure was immediate and widespread. Chartres prompted the elimination of the gallery during construction and the rejection of certain characteristic Champagne features. The twelfth century design of Notre-Dame had been superceded . There are some discrepancies about when Gothic first came to England. According to L Grodecki, the Gothic style was first introduced to England in 1174 by Guillaume de Sens in the choir of Canterbury Cathedral. (Grodecki, p. 195) While C Wilson believes that Gothic was introduced to England by way of a series of more or less disconnected episodes, only some of which had important consequences. (Wilson, p. 72) Wilson also believes that some of the churches which the Cistercians built in the north of England from about 1155 were Gothic. (Wilson, p. 73) So he is saying that these churches are the earliest examples of Gothic in the region, which counter claims Grodeckis theory. Unfortunately it is not at all clear which of the mid-12th-century Cistercian churches in the north of England served as the channel through which Gothic influences reached the region. What can be affirmed is that at least one northern Cistercian church must have been built in the Gothic style by the late 1150s. The presence of the Burgundian elements at York virtually proves that the northern English Cistercians were the medium by which both the architect and the Gothic elements of his design were transmitted. (Wilson, p. 74) Avila, which is a parallel to York, is a mixture of Burgundian Cistercian Romanesque and French Gothic. The society of the medieval time played an important role in the creation of these Gothic Cathedrals. Every walk of life in medieval society can be seen portrayed in the art and decoration of a medieval cathedral. (Brookes essay in Swaans GC, p. 13) The materials used in constructing these edifices were often gifts or offerings from the King, founders, patrons and craftsmen. Swaan seems to think that the peasants felt that the cathedrals were not meant for their presence except during construction when they offered their carts or labor for building. This would suffice to say that the contractors were of low class peasants. Cranes and pulleys powered by men and animals were used to haul stones. Cathedrals were expensive to build; the money came from gifts of land, farms, houses, and jewels. Many people believed that donating money would forgive their sins. The workers such as the architects, sculptors, blacksmiths, and many others, believed that being a part of the construction would bring them fame and fortune. Cathedrals and the people inside implored that God is the most important part of a persons life and should be thanked for everything. People offered prayers and offerings to God at the great Cathedrals thinking it would bring a prosperous and healthy life. At anytime were the townspeople feeling downhearted or prosperous for any reason, their first priority was to go to the center of town and thank God at the cathedral. Praising the Lord became a ritual of everyday life. As one of the largest buildings of its time, the cathedrals represented the heavens in which people believed was peaceful and serene. France was the birthplace of the Gothic Style. French cathedrals began the Gothic era that spread throughout Europe in a rage that has never been seen since. English cathedrals combine the art of Romanesque and Gothic architecture. The cathedrals represented faith, dedication and cooperation. And showed the people that even if they had a miserable life, they could always turn to the comforting church for salvation. Cathedrals across the world come in many shapes and sizes but all have the same purpose, to serve as a place to praise Jesus. They will always be around to show the roots of Christianity and portray the architectural skills served by the people of the middle ages.

Characteristics of a Failed State

Characteristics of a Failed State The termÂÂ  failed stateÂÂ  is often used to describe a stateÂÂ  perceived as having failed at some of the basic conditions and responsibilities of aÂÂ  sovereign government. In order to make this definition more precise, the following attributes, are often used to characterize a failed state: loss of physical control of its territory, or of the monopoly on the legitimate use of physical forceÂÂ  therein, erosion of legitimate authority to make collective decisions, an inability to provide reasonable public services, and An inability to interact with other states as a full member of the international community Common characteristics of aÂÂ  failing stateÂÂ  include a central government so weak or ineffective that it has little practical control over much of its territory; non-provision of public services; widespread corruption and criminality; refugees and involuntary movement of populations; and sharp economic decline A state could be said to succeed if it maintains, in the words ofÂÂ  Max Weber, aÂÂ  monopoly on the legitimate use of physical forceÂÂ  within its borders. When this is broken (e.g., through the dominant presence ofÂÂ  warlords,ÂÂ  paramilitaryÂÂ  groups, orÂÂ  terrorism), the very existence of the state becomes dubious, and the state becomes aÂÂ  failed state. The difficulty of determining whether a government maintains a monopoly on the legitimate use of force (which includes the problems of the definition of legitimate) means it is not clear precisely when a state can be said to have failed. This problem of legitimacy can be solved by understanding what Weber intended by it. Weber clearly explains that only the state has the means of production necessary for physical violence (politics as vocation). This means that the state does not require legitimacy for achieving monopoly on the means of violence (de facto) but will need one if it needs to use it (de jure). The term is also used in the sense of a state that has been rendered ineffective (i.e., has nominal military/police control over its territory only in the sense of having no armed opposition groups directly challenging state authority; in short, the no news is good news approach) and is not able to enforce its laws uniformly because of high crime rates, extremeÂÂ  political corruption, an extensiveÂÂ  informal market, impenetrable bureaucracy, judicial ineffectiveness, military interference in politics, cultural situations in which traditional leaders wield more power than the state over a certain area but do not compete with the state, or a number of other factors. TheÂÂ  Crisis States Research CentreÂÂ  defines a failed state as a condition of state collapse -ÂÂ  i.e., aÂÂ  stateÂÂ  that can no longer perform its basic security and development functions and that has no effective control over its territory and borders. A failed state is one that can no longer reproduce the conditions for its own existence. This term is used in very contradictory ways in the policy community (for instance, there is a tendency to label a poorly performing state as failed a tendency the Crisis States Research Centre rejects). The opposite of a failed state is an enduring state and the absolute dividing line between these two conditions is difficult to ascertain at the margins. Even in a failed state, some elements of the state, such as local state organisations, might continue to exist. Indicators of state vulnerability The indexs ranks are based on twelve indicators of state vulnerability four social, two economic and six political. The indicators are not designed to forecast when states may experience violence or collapse. Instead, they are meant to measure a states vulnerability to collapse or conflict. All countries in the red (Alert, FSI of 90 or more), orange (Warning, FSI of 60 or more), or yellow (Moderate, FSI of 30 or more) categories display some features that make parts of their societies and institutions vulnerable to failure. Some in the yellow zone may be failing at a faster rate than those in the more dangerous orange or red zones, and therefore could experience violence sooner. Conversely, some in the red zone, though critical, may exhibit some positive signs of recovery or be deteriorating slowly, giving them time to adopt mitigating strategies. Social indicators Demographic pressures:ÂÂ  including the pressures deriving from high population density relative to food supply and other life-sustaining resources. The pressure from a populations settlement patterns and physical settings, including border disputes, ownership or occupancy of land, access to transportation outlets, control of religious or historical sites, and proximity to environmental hazards. Massive movement of refugees and internally displaced peoples:ÂÂ  forced uprooting of large communities as a result of random or targeted violence and/or repression, causing food shortages, disease, lack of clean water, land competition, and turmoil that can spiral into larger humanitarian and security problems, both within and between countries. Legacy of vengeance-seeking group grievance:ÂÂ  based on recent or past injustices, which could date back centuries. Including atrocities committed with impunity against communal groups and/or specific groups singled out by state authorities, or by dominant groups, for persecution or repression. Institutionalized political exclusion. PublicÂÂ  scapegoatingÂÂ  of groups believed to have acquired wealth, status or power as evidenced in the emergence of hate radio, pamphleteering and stereotypical or nationalistic political rhetoric. Chronic and sustained human flight:ÂÂ  both the brain drain of professionals, intellectuals and political dissidents and voluntary emigration of the middle class. Growth of exile/expatcommunities are also used as part of this indicator. [edit]Economic indicators Uneven economic development along group lines:ÂÂ  determined by group-based inequality, or perceived inequality, in education, jobs, and economic status. Also measured by group-based poverty levels, infant mortality rates, and education levels. Sharp and/or severe economic decline:ÂÂ  measured by a progressive economic decline of the society as a whole (using: per capita income, GNP, debt, child mortality rates, poverty levels, business failures.) A sudden drop in commodity prices, trade revenue, foreign investment or debt payments. Collapse or devaluation of the national currency and a growth of hidden economies, including the drug trade, smuggling, and capital flight. Failure of the state to pay salaries of government employees and armed forces or to meet other financial obligations to its citizens, such as pension payments. Political indicators Criminalization and/or delegitimisation of the state:ÂÂ  endemic corruption or profiteering by ruling elites and resistance to transparency, accountability and political representation. Includes any widespread loss of popular confidence in state institutions and processes. Progressive deterioration of public services:ÂÂ  a disappearance of basic state functions that serve the people, including failure to protect citizens from terrorism and violence and to provide essential services, such as health, education, sanitation, public transportation. Also using the state apparatus for agencies that serve the ruling elites, such as the security forces, presidential staff, central bank, diplomatic service, customs and collection agencies. Widespread violation of human rights:ÂÂ  an emergence of authoritarian, dictatorial or military rule in which constitutional and democratic institutions and processes are suspended or manipulated. Outbreaks of politically inspired (as opposed to criminal) violence against innocent civilians. A rising number of political prisoners or dissidents who are denied due process consistent with international norms and practices. Any widespread abuse of legal, political and social rights, including those of individuals, groups or cultural institutions (e.g., harassment of the press, politicization of the judiciary, internal use of military for political ends, public repression of political opponents, religious or cultural persecution.) Security apparatus as state within a state:ÂÂ  an emergence of elite orÂÂ  praetorian guardsÂÂ  that operate with impunity. Emergence of state-sponsored or state-supported private militias that terrorize political opponents, suspected enemies, or civilians seen to be sympathetic to the opposition. An army within an army that serves the interests of the dominant military or political clique. Emergence of rival militias, guerrilla forces or private armies in an armed struggle or protracted violent campaigns against state security forces. Rise of factionalised elites:ÂÂ  a fragmentation of ruling elites and state institutions along group lines. Use of aggressive nationalistic rhetoric by ruling elites, especially destructive forms of communalÂÂ  irredentismÂÂ  (e.g., Greater Serbia) or communal solidarity (e.g., ethnic cleansing, defending the faith). Intervention of other states or external factors:ÂÂ  military or Para-military engagement in the internal affairs of the state at risk by outside armies, states, identity groups or entities that affect the internal balance of power or resolution of the conflict. Intervention by donors, especially if there is a tendency towards over-dependence on foreign aid or peacekeeping missions.

Analysis Of Brave New World English Literature Essay

Analysis Of Brave New World English Literature Essay Imagine a futuristic society where natural birth is obsolete and children are decanted from test tubes. A society based on a prejudiced and strict caste system: where Alphas rule and Epsilons are purposely given alcohol during their gestation period to inhibit their growth and intelligence. Where sexual promiscuity is accepted and encouraged, while those who practice monogamy and have deeps feelings for only one individual are ostracized. As Lenina aptly summarizes, everybody belongs to every one else and no one belongs to themselves (Huxley, 121). This horrifying dystopia is the setting of Aldous Huxleys new age novel, Brave New World, where the main protagonists, Bernard Marx and John the Savage, defy social norm for a chance of freedom. Published in 1932, Huxleys novel satirizes issues not only present in the 30s but in todays modern society as well. Inequality among people and technologys hold on the masses are brought to light within the novel. However comical some sections seem to be at first, Huxleys original purpose was to draw light in how easy governments could control their the masses through psychological means while the public themselves are left ignorant or fully accept it just as in Brave New World. Although the people of this controlled society seem genuinely content with their lives, its due more to their ignorance and their soma than true happiness. Throughout the novel, Brave New World, the unifying idea that truth and happiness cannot coexists is prevalent; in order to achieve one, the other must be sacrificed. SCHOLARLY ARTICLE A critical look into the eyes of a critic can give in-depth analysis on a topic for which a reader might overlook. An article in Aldous Huxleys web site gives a very comprehensive investigation on Brave New World that breaks down and guesstimates the purpose of soma and its functionality. As the critic states, Huxley was writing a satirical piece of fiction, not scientific prophecy. Soma, viewed from scientific reality could be possible, but mostly have dangerous side effects and most unlikely to be approved by the FDA (Food and Drug Administration). It is something akin to drugs or alcohol, without the unfavorable side-effects. However, according to the article, taken in excess, soma acts as a respiratory depressant making more of an opiate than a sort of clinically valuable mood-brightener. It is what separates false happiness from the harsh realities the infantile people of Huxleys dystopia are not accustomed to. The basis of the government depicted in Brave New World is centered around control and manipulation, making soma a very useful tool in silencing rebellious thoughts by placating the minds of the public. On the other hand, those who do not find happiness are exiled into secluded islands where they cannot disrupt or infect the minds of others. This in itself gives proof that soma is not all effective to all populations, all the time. People like Bernard, though feels the instant gratification that soma brings, finds he cannot keep it as others could. The article gives a very insightful look into the mystery drug and debunks any misconception that could arise from lack of understanding within the novel. STYLE THEME The weapon of choice for the World Controllers is not nuclear bombs nor weaponry, but an artificial drug, soma. Instilling fear and intimidation could only go so far and may cause resentment and dangerous thoughts of rebellion in the oppressed. However, subconscious conditioning and mind-altering drugs could produce the same effects, without the dangerous thoughts. In addition to genetic engineering, the soma drug is perhaps the most powerful weapon the World Controllers have in their arsenal. With these two, any problems before Ford have been permanently eradicated from the minds of the everyday people. In the name of stability and happiness, as Mustapha Mond, one of Huxleys World Controllers states, the freedom of truth is sacrificed (Huxley, 225). Almost all of Huxleys characters, with the exception of the main protagonists Bernard and John, are content with having their soma, vicariously living through feelies, and living their mundane and ignorant lives never wanting more than what is given to them. Mond erroneously associates the lack of pain with genuine happiness. It seems only John the Savage understands that true joy is a result of knowing ones own self-worth and finding inner-satisfaction. John was filled with an intense, absorbing happiness after investing hard work into a clay sculpture he made with his own hands (Huxley, 134). He alone out of everyone else in civilized Britain could give testimony to feeling true happiness, and not the artificial one induced by the soma drug, because he is the only one who worked hard because he wanted to, and not because he was condit ioned to do so. POEM The concept of a futuristic dystopian society is popular through many works of prose. For example, Philena Pughs poem Fragments for the Gates of Times Square: the Fear of Neon, deals with a character who perceives himself to be the last of his kind. This mirrors Huxleys own character, John as well as drawing other parallels. Silence lies underneath the crackle and hum of the neon lights. The puddle near my feet glistens crimson reflecting the words Restaurant and Lounge. A tribute to our pick up/take out society. Above buildings crowd out the sky leaving a jailcell window  to see the stars through. My footsteps echo throughout the world and I realize that I am the last. My breathing grows labored- sending out a sharp, rasping sound to compete with the sputter-buzz conversation on the neon. My dim, twilight eyes srift shut and my final breath gurgles the dark phlegm of fear  in the back of my throat. With the hollow thump  of cranium meeting pavement, humanity is gone. And the neon lights burn brightly into eternity- crackling in time  to the winking stars. The narrator of Pughs poem and Huxleys John find themselves the last of their kind, with the narrator the last human, while John is the only one naturally conceived with civilized parents. They both find great tragedy in the world around them, feeling trapped and alone by what society becomes in their respective worlds. The two works of prose focuses on the struggle between man and the society he is a part of and their failure to adapt or to conform leads to their demise. Driven to madness by the horror of moral-less society around him, John cried out to God and covered his eyes with his hands (Huxley, 259), drawing parallelism, the narrator of the poem is met with the same fate with the hollow thump of cranium meeting pavement, humanity is gone(Pugh). The setting of both works is in a dystopia that puts an emphasis on the consumption of goods verses the freedom of nature. Juxtaposing Pughs society in which buildings crowd out the sky leaving a jailcell window to see the stars with t he buildings themselves are made as a tribute to [their] pick up/take out society, and Huxleys World-Controlled civilized society condition the masses to hate the country but at the same time, condition them to love country sports; one can see the similarities between the two dystopian societies. (Huxley, 23). These works built a society that ensures the consumption of goods and/or transportation and the technology that drives it.

From Village to City :: World History Essays

From Village to City Over the years of history, there have been many civilizations. We will look at the earliest of all civilizations known to man. From Village to City began in 8000BC and spanned all the way into 3000BC. This essay we will look at the 6 key features of this civilization. The development of a city: The first city to be built was Jericho, in the Middle East Map: This map is a picture of what the division of land would have looked like in those times. Clearly identified here, it is possible to see Babylon, Ur, and Eridu. c Microsoft Encarta '95. (Appendix 1). Summer at this time evolved into the largest city-state, established by a people known as the Ubaidians. The development of the city, allowed for rapid population growth due to the abundance of food. Sheep, goat and pigs had been originally domesticated for use as food, not as sources of clothing. The main economic activity during this time was trade and barter. Obsidian, a volcanic glass was fashioned into razor sharp tools and weapons. It was also used as trade. People who lived near Obsidian deposits often risked their lives to collect it and eventually barter it off for food or money. Obsidian comes from volcanoes and was a kind of glass, the only of the times. The value of Obsidian was great, and so therefore was the supply and demand. Salt, ore, copper, and soapstone were accepted trade materials around 8000BC. Most of the Village to City civilization took place during the copper age, when copper was mined and used for many purposes. Trade developed between different cities, Jericho, Sumer, Adab, Eridu, Isin, Kish, Kullab, Lagash, Larsa, Nippur and Ur. Most of the trade consisted of livestock and other things such as weapons and food. Sumerians constructed large temples called Ziggurats. These temples were the focal point of religious activities in towns. They were made of sun-dried mud bricks that eroded easily. Not many of these remain today. Near 4000BC, urban societies included, farmers, herders, merchants, artisans, priests, debtors, creditors and social leaders. Economic authority in that time took the form of tax collection, creditors and debtors. Civil authority was created with the use of Hammurabi code. Hammurabi Code is in a way the articulation of values. It reflects the way they believed that matters should be handled from their times.

Vertigo and Its Treatment :: Biology Essays Research Papers

Vertigo and Its Treatment In our everyday lives, we almost take for granted this idea of balance or equilibrium that is maintained within our bodies. In general, no real thought processes are required. It is only when something is disturbed within our balance system that one is able to take notice of changes in the equilibrium. There may be several different factors that cause a disturbance to our bodies. One major area pertains to dizziness. Dizziness is found to be "the chief complaint in 8 million physician visits a year" (1). Vertigo is one type of dizziness, causing illusions of movement, that is being researched more and more today because of its widespread symptoms. In order to better understand vertigo, it is first necessary to look into where equilibrium and movement are maintained within the body. Equilibrium in our bodies is coordinated primarily by the brain, specifically at the brainstem, located in the neck area. The environment provides the information necessary for the equilibrium center to determine which position to place the body in. There are three main places in which information is received: the eyes provide visual information, the ears provide vestibular and auditory information, and the articulations provide proprioceptive information. In general, the eyes help position the body according to different horizontal angles in relation to the ground. The ears allow the body to acknowledge any type of movement, such as acceleration or deceleration, by registering various sounds (1). Movement is also processed in parts of the brain, as well as in the ears. The frontal lobes of the brain initiate and coordinate the planning of movements . The basal ganglia, in the ears, add control and fluidity to movements, and the cerebellum processes information from and to the rest of the body. Vertigo is a classification under dizziness that results in a spinning sensation or illusion of movement. (Many people who experience dizzy sensations often do not have vertigo, but instead, are found to have the common lightheadedness). Vertigo arises from disturbances in the vestibular system or neural structures such as the cerebellum, the brain stem, and the proprioceptive fibers along the spine. Symptoms of vertigo include "an unsteadiness sensation when walking, rotary sensations, a sensation of being afloat on the air, feeling of a hollow space in the head, etc" (2). Some autonomic symptoms such as sweating, nausea, and vomitting are found to accompany vertigo attacks (3).

Understanding Marketing and Marketing Process

Understanding Marketing and Marketing Process Marketing Is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business as buyers face an abundance of suppliers seeking to satisfy their every need, companies and nope FLT organizations cannot survive today by simply doing a good job. They must do an excellent Job if they are to remain in the increasingly competitive global marketplace.Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with imitatively superior offers. This process takes place today in an increasingly global, technical, and competitive environment. The Marketing Process The marketing process is the process of analyzing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort. Target customers stand at the center of the marketing process. There are fo llowing steps in Marketing Process: l.Analyzing marketing opportunities II. Selecting target markets Ill. Developing the marketing Mix IV. Managing the marketing effort l. Analyzing marketing opportunities First step of the marketing process is analyzing market opportunities and availing these opportunities to satisfy the customer's requirements to have competitive advantage. The marketing function of analyzing market opportunities is important in the marketing planning process. Any marketing manager must analyses the long-run opportunities In the market to improve the business unit's performance.To evaluate its opportunities firms needs to operate a reliable marketing Information system. Marketing research is an indispensable marketing tool for this purpose. Researching the market allows the company to gather intimation about their customers, compete y environmental changes to determine the market opportunities. II. Selecting the target Market: To succeed in today's competitive mar ketplace, companies must be customer centered. They must titers and an win customers from competitors and keep them by delivering greater value. Ђ Sound marketing requires a careful, deliberate analysis of consumers. Since companies cannot satisfy all consumers in a given market, they must divide up the total market (market segmentation), choose the best segments (market targeting), and sign strategies for profitably serving chosen segments better than the competition (market positioning). Ill. Developing the Marketing Mix Once the company has decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix.The marketing mix is the set of control lovable marketing variables that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything that the firm can do to influence the demand for its product. These variables are often referred to as the â€Å"four AS. † 1). Produ ct stands for the â€Å"goods-and- Irvine† combination the company offers to the target market. 2). Price stands for the amount of money customers have to pay to obtain the product 3). Place stands for company activities that make the product available to target cons mummers. ). Promotion stands for activities that communicate the merits of the product and persuade target consumers to buy it. An effective marketing program blends all of the marketing mix elements into a coordinated program designed to achieve the company's marketing objectives by delivering value to consumers. Some critics feel that the four As omit or underestimate certain important activities. 1. â€Å"Where are services? † they ask. 2). â€Å"Where is packaging? † 3). The 4 As seems to take the seller's view rather than the buyer's view. 4).Perhaps a better classification would be the 4 CSS: a). Product = Customer Solution. B). Price = Customer Cost. C). Place = Convenience. D). Promotion = C ommunication ‘V. Managing the Marketing Effort The company wants to design and put into action the marketing mix that will best achieve its objectives in target markets. This involves four marketing management functions. The four functions are: analysis, planning, implementation, and control a. Marketing Analysis: Marketing analysis involves a complete analysis to the company's situation.The company performs analysis by Identifying environmental opportunities and threats. Analyzing company strengths and weaknesses to determine which opportunities the company can best pursue. Feeding information and other inputs to each of the other marketing management functions b. Marketing Planning: Within each business unit, functional plans must be prepared, including marketing Pl mans. Such plans include marketing plans which are aggregate plans consisting of plans for product lines, brands and markets.Marketing planning involves deciding on marketing strategies that will help the company to attain its overall strategic objectives. A detailed plan is needed for each business, product, or brand. A product or brand plan should contain the following sections :executive summary, current marketing situation ,threats and opportunity analysis, objectives and issues , marketing strategies, action programs, budgets, and controls. C. Marketing Implementation: Marketing Implementation is the process that turns marketing plans into marketing a actions in order to accomplish strategic marketing objectives.Whereas marketing planning addresses the and â€Å"why† of marketing activities, implementation addresses the â€Å"who†, â€Å"where†, â€Å"when†, and â€Å"how†. One firm can have essentially the same strategy as another, yet win in the market- place through faster or better execution. Successful implementation depends on an action program that pulls all of the people and activities together and forms sound formal organizational structure i ts decision and reward structure (HARM functions and procedures) and the firm's marketing strata shies fitting with its company culture (the shared system of values and beliefs). Marketing Control Marketing control is the process of measuring and evaluating the results of marketing strategies and plans, and taking corrective action to ensure the marketing objectives are attained. 4 Marketing Opportunities 1 . Market Penetration Market penetration meaner trying to increase sales of an organization's existing products or services in its existing markets. This can be accomplished by strengthening current customer relationships to increase their rate of product/ service utilization or trying to attract competitor customers or current non-users. . Market Development Market development meaner trying to increase sales of an organization's current products or services in new markets. Market development may also involve identifying new uses for an existing product or service. 3 Product Devel opment Product development meaner offering new or improved products or services in an organization's existing markets. 4. Diversification Diversification meaner moving into entirely different lines of business—-unfamiliar products, services or markets. All organizations must find new attractive marketing opportunities to grow.But the challenge lies in determining which marketing opportunity offers the most long-term success. Strategic Marketing Services is available to help your organization through this basic marketing opportunity assessment and any other relevant market research activities specific to one of the four marketing growth strategies. Contact us to talk with one of our experienced project managers about your organization's unique marketing opportunity. Develop a marketing strategy Effective marketing starts with a considered, well-informed marketing strategy.A DOD marketing strategy helps you define your vision, mission and business goals, and outlines the steps you need to take to achieve these goals. A marketing strategy sets the overall direction and goals for your marketing, and is therefore different from a marketing plan, which outlines the specific actions you will take to implement your marketing strategy. Your marketing strategy could be developed for the next few years, while your marketing plan usually describes tactics to be achieved in the current year.Write a successful marketing strategy 1. Identify your business goals To develop your marketing strategy, identify your overarching business goals, so that you can then define a set of marketing goals to support them. 2. State your marketing goals Define a set of specific marketing goals based on the business goals you listed above. These goals will motivate you and your team and help you benchmark your success. Make sure your overall strategies are also practical and measurable.A good marketing strategy will not be changed every year, but revised when your strategies have been a chieved or your marketing goals have been met. Also, you may need to amend your strategy if your external market changes due to a new competitor or new technology, or if your products substantially change. 3. Research your market Research is an essential part of your marketing strategy. You need to gather information about your market, such as its size, growth, social trends and demographics (population statistics such as age, gender and family type).It is important to keep an eye on your market so you are aware to any changes over time so your strategy remains relevant and targeted. 4. Profile your potential customers Use your market research to develop a profile of the customers you are targeting and identify their needs. The profile will reveal their buying patterns, including how they buy, where they buy and what they buy. Again, regularly review trends so you don't miss out on new opportunities or become irrelevant with your marketing message.While you try to find new customers , make sure your marketing strategy also allows you to maintain relationships with your existing customers. 5. Profile your competitors Similarly, as part of your marketing strategy you should develop a profile of your competitors by identifying their products, supply chains, pricing and marketing tactics. Use this to identify your competitive advantage – what sets your business apart from your competitors. You may also want to identify the strengths and nakedness of your own internal processes to help improve your performance compared with your competition. . Develop strategies to support your marketing goals List your target markets and devise a set of strategies to attract and retain them. An example goal could be to increase young people's awareness of your products. Your corresponding strategies could be to increase your online social media presence by posting regular updates about your product on Twitter and Faceable; advertising in local magazines targeted to young peo ple; and offering discounts for students. 7. Use the ‘5 As of marketing' Identify your tactical marketing mix using the 5 As of marketing.If you can choose the right combination of marketing across product, price, promotion, place and people, your marketing strategy is more likely to be a success. 8. Test your ideas In deciding your tactics, do some online research, test some ideas and approaches on your customers and your staff, and review what works. You will need to choose a number of tactics in order to meet your customers' needs, reach the customers within your target market and improve your sales results.

Hershey Company Essay

Abstract The Hershey Company, known until April 2005 as the Hershey Foods Corporation and commonly called Hershey’s, is the largest chocolate manufacturer in North America. Its headquarters are in Hershey, Pennsylvania, which is also home to Hershey’s Chocolate World. It was founded by Milton S. Hershey in 1894 as the Hershey Chocolate Company, a subsidiary of his Lancaster Caramel Company. Hershey’s products are sold in about sixty countries worldwide. In addition, Hershey is a member of the World Cocoa Foundation. The company has been topped to 384, compared with the previous rank 404, in 2013 (CNN, 2013). This paper is going to show the company’s international environment, exams the strengths, weaknesses, opportunities and treats. After analyzing the strategic management for going abroad and competitive advantages, the author concluded that how the Hershey Company successes to offer the whole world’s happiness and what else can be down to move forward. Introduction to the Hershey Company The Hershey Company is the largest chocolate and confectionary product manufacturer in the North America Region. The Hershey Company Headquarters is located in Hershey, Pennsylvania founded by Milton Hershey. Milton S. Hershey in the late 1800s and the company has been a huge stimulation of growth for Hershey, Derry Township (THEHERSHEYCOMPANY, 2011). As the new millennium begins, The Hershey Company continues to introduce new products frequently and take advantage of growth opportunities through acquisitions. HERSHEY’S products are known and enjoyed the world over. In fact, the company market, sell and distribute our products in approximately 70 countries. The Hershey Company’s key market includes United States, Canada, Mexico, Brazil and China. As of year-end 2011, Hershey employed 13,800 people and had consolidated net sales of $6.08 billion (THEHERSHEYCOMPANY, 2011). Hershey’s slogan is bringing sweet moments of Hershey happiness to the world every day. Below are some of the Hershey Company’s popular brands: Hershey’s Chocolate Bar Almond Joy Kit Kat Hershey’s Kisses Reese’s Milk Duds Mr. Good bar Whoppers Hershey’s Mission â€Å"Our mission is to be a focused food company in North America and selected international markets and a leader in every aspect of our business. Our goal is to enhance our First position in the North American confectionery market, be the leader in U.S. chocolate-related grocery products, and to build leadership positions in selected international markets† (THEHERSHEYCOMPANY, 2011). Hershey’s Slogan is: Bringing sweet moments of Hershey happiness to the world every day. To the stakeholders, this means: delivering quality consumer-driven confectionery experiences for all occasions to customers; winning with an aligned and empowered organization while having fun to employees; building collaborative relationships for profitable growth with customers, suppliers and partners; creating sustainable value for shareholders; honoring our heritage through continued commitment to making a positive difference on communities (THEHERSHEYCOMPANY, 2011). Customers Full-time sales representatives and food brokers sell our products to our customers. Hershey’s customers are mainly wholesale distributors, chain grocery stores, and mass merchandisers, chain drug stores, vending companies, wholesale clubs, convenience stores, dollar stores, concessionaires, department stores and natural food stores (THEHERSHEYCOMPANY, 2011). International Business Environment Analysis – SWOT Analysis 1. Strengths History and market share. The Hershey company exports to 60 different countries include Largest Distribution Network across North American  territory. According to market research firm Euromonitor International, the global confectionery market sits at $160 billion, and has grown at 5% annually the past five years. Meanwhile, the chocolate market in the United States is largely a two-horse race between Hershey (43%) and private company Mars, Inc. (31%). The next-largest competitor, Nestle, holds only a 6% U.S. market share (Markman, 2012). Various Products and Attractions. The Hershey has 120 years history of chocolate business. The Hershey Company develop various products such chocolate bars and bags, licorice and sugar candy, boxed chocolate, mints and gum, and specialized nutritional products. The Hershey Company has a number of Hershey’s Chocolate World attractions that provide consumers with the Hershey experience through interactive retail entertainment and merchandise. Key store locations include Hershey, Pennsylvania; Times Square in New York City; The Magnificent Mile, Chicago; Niagara Falls, Canada; Shanghai, China; Singapore; and Dubai, United Arab Emirates (THEHERSHEYCOMPANY, 2011). Professional Training for Employees. Hershey provides a variety of training and development opportunities that encourage their employees’ personal and professional development. Hershey University is an educational program that tailors its curriculum to Hershey’s evolving business environment, offering both classroom instruction and online courses. In addition, when specifically relevant to their jobs, employees may be entitled to tuition reimbursement for associate’s, bachelor’s and master’s degrees at accredited institutions. Also, in July 2011 we launched CocoaLinkâ„ ¢, a first-of-its kind program that uses mobile technology to deliver practical—and critical—agricultural and social training to rural cocoa farmer s (THEHERSHEYCOMPANY, 2011). Charity and social responsibility. Hershey is an exemplary organization in terms of business ethics and socialresponsibility; a significant part of Hershey Food’s profits go toward operatingthe Milton Hershey School for Orphaned Children. 2. Weaknesses Unhealthy Nutritional Content. Compare with Nestle and Mars’ chocolate bars, Hershey’s chocolate high in sugar. And Hershey’s chocolate contain more than twice as much as some of the others (ACALORIECOUNTER, 2013). Unhealthy nutritional content will affect customers’ choices of Hershey. Price inflation. Since 2008, Hershey Co. announced that it was raising its wholesale candy prices by 11%. This is the second price jump for them this year, in January they raised prices by 13% for select products in their line as well (ACALORIECOUNTER, 2013). In 2011, The Hershey Company says it is raising wholesale prices by 9.7% on most of its candy products. Due to price inflation of milk and sugar, the price of Hershey’s chocolate keeps rising which lower Hershey’s chocolates’ competitive ability among its competitors. Low international market share of chocolate confectionary industry. Hershey’s global market share in the chocolate confectionary industry in only 10 percent, lowest among its competitors 3. Opportunities Huge Consume Market. 81% of households consume chocolate candy. China and India are huge untapped markets. Malaysia, Indonesia, Vietnam, and Thailand also are untapped, So, Hershey has the opportunity to gain a foothold in those Countries (THEHERSHEYCOMPANY, 2011). Environmentally Safety Products. There is another opportunity for Hershey to develop environmentally safe products and packages, reducing industrial waste, recycling, and establishing an environmental audit process are strategies that could benefit Hershey. Non-chocolate candies Market. Another opportunity is that Hershey diversifies more into non-chocolate candies because that segment is growing most rapidly in foreign countries like U.S &U.K. Anniversary and Festivals. The Hershey’s Company should take advantage of the holidays such as Valentine’s Day and anniversary. For example, this years’ Valentine’s Day, MM let customers customized their chocolate online. Customers can add their pictures on MM chocolates. And they can pick up the color of chocolates their like to combine a gift box. This innovation attracted a lot of customers. Charity & Foundations. As we all know, charity and foundations will bring great reputations to corporations. They can help corporations build positive brand images which will increase brand’s sales. 4. Threats Emerging competitors. The main competitors of Hershey Foods are Mars and Nestle. Mars is already a threat for Hershey, because Mars has a stronger presence than Hershey in Europe, Asia, Mexico, and Japan. At the same time, there are also many new competitors are entering chocolate market such as Whole food’s chocolate. Compare with Hershey, Mars, and Nestle, Whole Food’s chocolate aim at healthy chocolates. They provide choice to the customer wants low fast and organic chocolate. 25 percent of Nestlà ©Ã¢â‚¬â„¢s revenues and profits come from coffee, and adverse economic occurrences in South America, particularly Brazil, affect the company. Nestle plans to continue to play to its strengths, international markets outside the United States, to combat Hershey. Social Changes about Healthy Foods. With the development of Society and Technology, people more and more focus their health and nutrition. We can find more and more organic chocolate manufacture appearing. Doctors and Researchers also have studies prove that chocolates are helpful to prevent heart diseases. Thus, more and more customers choose healthy chocolates such as dark chocolates and organic chocolates. Steady price increase of milk and sugar. The escalation of prices of the main ingredients such as cocoa, milk and sugar has forced companies to increase prices. Strategic Management Factors for Going Global Near the end of 2010, Hershey’s entered into a deal with Wal-Mart (known as Asda in the UK) to sell Hershey’s products in Europe. Hershey’s has never been sold in the U.K. However, Hershey’s will have to modify their products in order to do so. Hershey’s uses genetically modified ingredients in the U.S. and Asda does not sell products that include GM ingredients (Glaberson, 2010). Obviously, Hershey want to enter global market needs to adjust their ingredients at first. The ingredients use for North America doesn’t mean it fit European or Asian Market. These improvements have been based on understanding local culture. What’s more, Hershey should pay more attentions on their chocolate packages. They develop different series packages of chocolate in different countries. Hershey’s white and brown can be market as classic series. They can add more colorful packages to attract children’s attentions. For example, in China, Red is a strong color which means wealth and happiness. Hershey can make red packages chocolates in China. In a shot, Hershey want to expand internationally, they must integrate into each country’s culture. As a global brand, Hershey’s try to cover all people in different ages and status. However, from its advertisements, its’ major customers are children, teenagers and young generations. Actually, most of these groups of customers haven’t economic capability to buy chocolate themselves. Adults and parents usually pay money for them. Thus, healthy ingredients are very important factors may affect parents’ willingness to pay chocolates to their children. Especially in European and Asian, parents are very focus on children’s nutrition. Hershey’s products are mainly focus on young generations. However, if Hershey wants to expand international, Hershey needs more products are focus on household and adults. For example, Hershey can develop chocolate flavor coffee drinks, chocolate sauces, and chocolate gums. Now, the major of Hershey employees are from North United. To entering foreign market, Hershey has to hire more foreign employees and build international team. Hershey’s designers should know more about foreign culture. They can not only insistent of their American style. Even executives of Hershey’s should have some international backgrounds and experiences. Hershey can hire some executives who have international background and experiences. At the same time, Hershey can send their design team to the county they want entering. Having better understanding of local culture, Hershey can have better design and marketing methods to meet local customers’ needs. Hershey should has its’ online shop. As far as now, Hershey only have official website of 8 countries. As show on the picture below, they are the United States, Canada, Mexico, Brazil, China, India, Korea, and Japan. In today’s business world, online shopping is becoming a tendency. A large amount of households shop online daily. Hershey should build their official online store like its competitor Mar’s. Hershey can sell both regular and customized chocolates online (THEHERSHEYCOMPANY, 2011). . Competitive Advantages Analysis The chocolate market share is increasing globally. Customer loyalty is competitively lower than other industry. Websites are increasing in quality and ease for all users. HERSHEY’S offers many unique products and services to many different kinds of customers by using their official websites. What’s more, Hershey has great partnership with North America wholesalers and retailers such as Wal-Mart, Sam’s club, and Walgreen. Hershey has advantages on high domestic market shares. 43% of US domestic chocolate market share provide Hershey’s stable sales. Thus, Hershey should make its’ development base on steady their US market (CNN, 2011). Community We make donations of cash and products in countries across the globe where we have a presence. For example, last week I shopped at Walgreen, the cashier asked me if I want to donate Hershey chocolate to help US army. I choose yes, and most customers donate a Hershey chocolate bar which cost them 50cent. Hershey is willing to help community and does their social responsibility. What’s more, Hershey encourages and supports the involvement of our employees in a wide range of community-improvement activities. Workplace As a global corporation, Hershey ensures a safe workplace. Safety performance is a company priority, and Hershey’s overarching safety goal is to consistently achieve best-in-class safety performance (THEHERSHEYCOMPANY, 2011). The Hershey Company has a long history of promoting health and wellness for its employees, their families and the community. Hershey offers personal training and massage and fitness room at office locations. Hershey engages employees to get fit and stay well. Environment Hershey increase use of sustainable packaging since 2009. Now they are working on a process to define opportunities to reduce the amount of materials they use by for example, optimizing seal sizes and implementing new technologies, and to identify and test sustainable packaging alternatives (Glaberson, 2010). All of these factors help Hershey build a great reputation in North America. Hershey has already get success at North America market. Thus, it’s time for Hershey focus on expanding its’ foreign market. Conclusion Culture today is heavily focused on personnel health. In the past few decades, people have become much more aware of the various factors that negatively affect their health and work hard to avoid them. As a general rule, chocolate and other candy are viewed as an unhealthy snack. Therefore, Hershey needs to continue to expand and market healthy products in order to gain a greater market share for example, low calories, low fat chocolates bars. Moreover, Hershey can put focus on dark chocolate which is popular among ladies (Jones, 2010). Second, Hershey should pay more attentions on its’ gums and chocolate flavor coffee drinks. For example, In Asia, chocolate market is competitively mature. There are already many local brands. Thus, to better entering Asian Market, Hershey only focus on its’ chocolate products is not enough. To expand global market, Hershey has to invest in advertisement. What’s more, Hershey can keep working on their charity activities, and foundations. To help people from all over the world, Hershey can set up foundations in different countries. Price and quality are two keys determine the success of entering foreign markets. Hershey should still keep its’ affordable price with best quality. Hershey can corporate with local chocolate maker with manufacture and packaging to reduce their cost. The hierarchy of Hershey Company should be more international. Hershey needs to hire more designers, executives, and employees with international background or experiences. The commercialization of many holidays is continuing to expand and the popularity of gifts for these holidays is also increasing. Hershey can provide holiday products in outlets also their website (i.e., Hallmark, Barnes and Noble). These Traditional holidays (i.e., Christmas, Valentine’s Day, Mother’s Day, and Halloween) allows Hershey to optimize the importance of their specialty gift products. By providing specialized gift products,  Hershey can increase their sales and expand quickly in foreign market. Finally, Hershey can design different product lines. For example, Hershey can use its source entering organic chocolate market. Hershey’s organic chocolate faces to European, developed countries which their cultures are more focus organic food. The premium product line can help improve Hershey’s brand images. Also, it can meet more customers’ needs. References ACALORIECOUNTER. (2013, October 16). Candy & Chocolate Bars Compared Hershey’s, Nestle and Mars Nutrition Facts. Retrieved March 16, 2014, from http://www.acaloriecounter.com/candy-chocolate.php Glaberson, H. (2010). Hershey to launch confectionery brands in UK and Europe. Retrieved March 16, 2014, from http://www.confectionerynews.com/Manufacturers/Hershey-to-launch-confectionery-brands-in-UK-and-Europe CNN. (2013). Global 500: Hershey. Retrieved March 16, 2014, from http://money.cnn.com/magazines/fortune/global500/2012/snapshots/2190.html THEHERSHEYCOMPANY. (2011, December 31). Hershey Corporate Social responsibility progress report 2011. Retrieved March 16, 2014, from http://www.thehersheycompany.com/assets/pdfs/hersheycompany/Hershey2011CSRReport.pdf CNN. (2011, April 1). Hershey’s raises prices nearly 10%. Retrieved March 16, 2014, from http://edition.cnn.com/2011/BUSINESS/03/31/hershey.prices/index.html Jones, D. (2010, January 26). Nestle waits for market pressures to soften Hershey. REUTERS. Retrieved March 18, 2013, from http://www.reuters.com/article/2010/01/26/us-nestle-analysis-idUSTRE60P31A20100126 Markman, J. (2012, September 4). Hershey Starting to Suga r-Coat the World. Investor Place. Retrieved March 16, 2014, from http://investorplace.com/2012/09/hershey-is-sugar-coating-the-world-hsy/