International Marketing Management Essay Example

International Marketing Management Essay Avery Wellness (M) Sdn Bhd is a private company specialise in total skin care and beauty product solutions in Malaysia. The company began its operation in Malaysia since 1990. Follow Me Industries Sdn Bhd is the sole manufacturing facility for all skin care and beauty products to Avery Wellness (M) Sdn Bhd. Avery Wellness business model involved in marketing and distributing skin care and sun care products within Malaysia market. The main distribution centres in Malaysia focus in all pharmacy chains, departmental stores and beauty retailers.The company is envisaged to transform from a local enterprise into a multinational brand company with growth plan to tap into overseas market. The company has a headquarter base in Subang Jaya Industrial Park with total 80 employees. The advantage of Avery Wellness products are HALAL accreditation and this gave the company a strong market presence in Muslim segment. The company with its marketing and branding strategy by leveraging on local Muslim celebrity as ambassador to successful help the brand enters the Muslim market. 2. 2 Vision and MissionAvery Wellness is visioning to capture the South East Asian market and to emerge as a dominant company in providing skin care and sun care solution for all consumers. The mission of Avery Wellness is to provide continuous innovative and reliable product to overcome all man and woman skin problems with a product certified halal accreditation. 2. 3 Sales Revenue Avery Wellness average sales revenue for the past 3 years from 2010 to 2012 mainly contributed from 3 major brands which are Ageless solution, Clear Clean and Sun Safeâ„ ¢ (Table 1).The percentage of contribution is 46%, 20% and 34% respectively. The Sun Safeâ„ ¢ brand has two main sun care products which are Sun Safeâ„ ¢ Face and Sun Safeâ„ ¢ Body. Currently the market share for these two products in sun care category is more than 35% in Malaysia. Table 1: Sale Revenue on Skin Care Brand for Avery Wellness Brand 2010 (RM/Million)2011 (RM/Million)2012 (RM/Million)Averagepercentage Ageless5. 55. 86. 05. 7746% Clear Clean2. 42. 52. 52. 4720% Sun Safeâ„ ¢4. 24. 34. 34. 2734% Total Revenue12. 112. 12. 812. 5100% 2. 4 International Market Entry Objective In view of sales revenue stagnancy from year 2010 to 2012, and increasing of fixed and variable cost yearly such as cost of goods sold, salaries and wages, interest expenses and promotion, thus impacting in net income yearly. In fact, there is significant descent of net profit from 11. 4 % to only 9. 9% in year 2012 (Appendix 1). In order to sustain business growth and achieve imperative profitability, step to enter international market is essential.In particular, sustained economic growth has been experienced in emerging economies, which have become a source of expanding market opportunities and are currently underpinning the global recovery (Zizah Che Senik et al, 2010). Malaysia policy of governance encourages local SME to go International . In the effort to encourage SMEs to go global, SME Corp has introduced the National Mark of Malaysia Brand which is a certification process, audited and monitored by Sirim.Through this initiative, Malaysian Brands are developed not just for the local market, but with the intention that they would be good enough to penetrate international markets (Mohd Rithaudden Makip, 2012) In addition, the SME Master plan (2012-2020) has also outlined a High Impact Programme – Going Export Programme that will focus on addressing challenges faced by SMEs on entering new markets overseas, which include high upfront costs and the lack of detailed knowledge about the markets and local competitors (Charles Fernandez, 2013). 3 Country and Market Entry Analysis 3. 1 Country AnalysisIndonesia, Thailand and Singapore are selected as the potential markets for Avery Wellness’s expansion plan to sell HALAL accreditation sun care products. In order to minimize business failure and find out the b est of the country market, three candidate markets (Indonesia, Thailand and Singapore) which are the most nearest country to Malaysia are chosen to make comparison for the first step of Avery Wellness to success. The selection of oversea markets is a vital issue for a company, this is imperative as the international business environment is turbulent and more uncertain as compared to domestic market.Therefore, fully identify the potential opportunities cab be exploited while minimizing threats and risks (Fariza Hashim et al, 2010). 3. 1. 1 PESTEL Analysis PESTEL analysis will be used to focus the discussion within this analytical framework on the political, economical, social, technological, environmental and legal factors that may influence the business operation for the company (Kotler 1994). A company must be aware of many considerations such as differences in language and customs as well as political and legal when doing business internationally (Farese et al, 2002).Table 2: Comp arison of PESTEL on Indonesia, Thailand and Singapore Analysis FactorCountry IndonesiaThailandSingapore Political Legal(tax)Doing business in Indonesia is complex and time consuming. This is because of negotiation through the regulatory and industrial landscape. Corruption in the country is active at all levels. Skin care Import duties and taxes of 10% are applied in this country. Thailand is an export-dependent country. A total of $ 223 billion worth of goods in 2011 were exported, accounting 69% of its GDP. Corruption and lack of transparency still a major concerns especially in procurement tender.Thailand’s average applied tariff rate is 11%. Highest tariff rates applied to imports competing with locally produced goods. Skin care is 35% of import duties and taxes. Singapore is a free port country. More than 99% of all imports enter Singapore duty-free. It is a liberal trading regime. Singapore is a strong intellectual property protection country with virtually no corrupti on. Singapore levies a 7% Goods and Services Tax (GST), including skin care products. Economic (Gross Domestic Product) Indonesia is the largest population with 240 million in Southeast Asia.GDP growth above 6. 5% in 2011 and projected to remain above 6%. GDP per capita of $3,500. .The total population in Thailand in year 2012 is 67 Million. Thai economy grew only 1% in 2011, as the devastation caused by severe flooding that happened yearly in the country. GDP growth rate only 5. 5% in year 2012 and estimated will be above 7. 5% in year 2013. Total population in in year 2012 is 5 Million Singapore economy expanded by 14. 5% in year 2012, become the second fastest growing economy in the world. GDP is expected sustainable growth of 4% in 2013.Social CulturalRich natural resources country with very strong domestic demand. Bahasa is a common speaking and language used in Indonesia. Indonesian labor cost is relatively low by compare other Southeast Countries. Consumers are extremely pri ce-conscious; prefer lower prices over product quality. Thai and English are the most common spoken language in the country. Labor cost is moderate, where unemployment rate in 2010 only 1% of the labor force. Most citizen and people are highly educated. English is common language for business and education. Local labor laws are flexible.EnvironmentInfrastructure and service networks still under developed in the country. Most of the area are rural and with more than 180 islands in the country. Severe flooding occurred yearly. It caused thousands of homes were inundated and many business operations affected. Singapore levies high excise taxes on motor vehicles and petroleum products due to environmental reason. TechnologyMobile internet is now emerges in the country, providing opportunities to do business through internet. E-Commerce technology enables Thai to support â€Å"business to business† collaboration.It is another technology upcoming trend in the country. Telecommunica tions and Internet facilities in Singapore are extremely well developed. Resource: 2012 Country Commercial Guide for U. S. Companies (http://www. state. gov/) 3. 2 Selection of Country Base on the PESTEL analysis (Table 2), Indonesia will be the best country as the target market of Sun Safe expansion plan outside Malaysia because of its the excellent overall performing ability, widely accepted culture, comparably higher economic growth with less interest rate, and moderate corporate tax rate.What’s more the fact that Indonesia is the largest population growth country which means a vast room for expansion has make it a more attractive market than Thailand and Singapore. 3. 3 Type of Entry mode The expansion into Indonesia market usually could be achieved by indirect investment such as exporting, licensing, trading, joint venture and direct investment. Export Trading Company acts more like an agent to pay the manufacturer for the exported products and thereafter sell the produc t to interested buyers.There is an advantage to help securing foreign market share on behalf of its clients (Fariza hashim et al, 2010). Avery Wellness is recommended to start its business by appointing a local trading and distribution company in the targeted sun care market. The reasons of appointing a trading company are 2 folds: First of all, risk can be transferred to the appointed local company in the new market development. This is because risks still exist since such market expansions come along with potential failures besides profit makings.Secondly, a well established local trading and distribution company has been proved successful pool their resources such as experiences, technologies and capitals together to expand the business in a fast speed. 3. 4 Trading Company Analysis and Selection In order to minimize the rate of failure and ensure the success entry to Indonesia market, an audit to local well known trading companies is made to compare the background of the company , services provided, distribution channel coverage and the reliabilities of the company (Fariza Hashim et al, 2010).There are 3 local trading companies which are PT Dos Ni Roha, PT Maha Jaya Suksesindo and PT Fremont Nusametal Trading that already well-established in Indonesia (Table 3). PT Dos Ni Roha is the best trading company of Avery Wellness because of its market expansion in Indonesia that covers a lot of states and operational experiences in the business. Table 3: Comparison of Trading Companies in Indonesia PT Dos Ni Roha (DNR Distribution)PT Maha Jaya Suksesindo (MJS)PT Fremont Nusametal Trading (FNT) Company BackgroundPT Dos Ni Roha (DNR) was established in year 1963. The company is now a truly professional distributor in the country.PT Maha Jaya Suksesindo (MJS) is a 15 years old trading company in Indonesia and primary business is exporting fast moving consumer goods to Indonesia Borneo and Sumatra island, and other part of ASEAN countries. PT Fremont Nusametal Trading (FNT) main business is distribution home appliances for international brands such as Sony, Panasonic and LG in Indonesia. The company was established in 1985. Scope of ServicesSales and distribution of pharmaceutical products, consumer products, medical supplies and equipment including after sales service. Logistics services including importation, storage, shipping and inventory managementExport and distribution of consumer goods. Trading and distribution of home appliances. Distribution ChannelDNR has 30 branches and 19 sub-branches spread out all over Indonesia: Java Island (greater Jakarta, west Java, central Java, east Java), Bali Nusa Tenggara, Sumatera, Kalimantan, Sulawesi, Jayapura. MJS distribution is mainly in the sub-urban and rural areas of Indonesia especially in Sumatra island. The 8 sales offices of MJS are for exporting businesses. FNT has the largest distribution coverage across the 3 main islands of Indonesia – Java, Sumatra and Borneo. The business model o f FNT is wholesaling of the home appliances.Business LicenseTrading license with ability to do product registration as currently distributing consumer health supplement products. Trading and Export license but MJS only experience in trading locally produced consumer goods. Trading license on home appliances Current Business PartnersDNR is one of the trading company for international consumer goods of Unilever, Kraft Food and leading local beauty products Mustika Ratu and international L’Oreal and medical products B. Braun, Novartis, Schering Plough. Yummy Food Utama is the largest consumer goods in Indonesia with brands such as Indomie and Yam Yam instant noodles.MJS is the sole trading company. Wholesaling partners for Sony, Panasonic and LG. FNT also is sole distributor of Yamaha heavy equipment in Indonesia such as water pumps, and power generators. Source: Indonesia Business Directory, www. gdgindonesia. com 4. Market and Industry Analysis 4. 1 Porter’s Five Forces Analysis Competitive rivalry within an industry An industry could be defined as substance between the established competitors and the substitute products (Porter, 2008). And the competitive rivalry exists between the established competitors in the same product segment and it is the center of the Michael Porter’s five forces model.Sun care industry in Indonesia, though there are many large corporations such as Beiersdorf and Oriflame Coemetics, but the industrial competitive rivalry would not obviously affect Avery Wellness as there is still a large potential growth of sun care in the country. Bargaining power of customers The bargaining power of the customers also poses significant influence over the business behaviors within the sun care industry. Such forces usually could be seen in term of forced down prices, demand for higher-quality or more services and pit rival organizations against one another (Porter, 2008).However, most customers with small quantity of purchase sti ll having low bargaining power though they only demand in effectiveness product. Threat of new entrants The threat of new entrants comes is quite high due to the low entry barriers in Indonesia. This is because Sun Care products can be imported easily into the country of only 10% import taxes imposed. Besides, Indonesia with population of 240 million people among Southeast Asia country is attracted with all multinational company to tap into this large resource country.Bargaining power of supplier Collaborations with manufacturer Follow Me Industries Sdn Bhd in Malaysia has given Avery Wellness a quality assurance and stability supplied of innovative products. Base on the excellence working relationship for more than 20 years with existing cooperation, it should be possible for Avery Wellness to control such increases in bargaining power from suppliers due to the increasing demand of products during the execution of the Indonesia market expansion plan. Threat of substitute productsTh e threat from substitute products to sun care products is very less thanks to the ingredients of sun reflective function named titanium dioxide and zinc oxide. This is because the 2 main ingredients only can be used on sun protection purpose. 4. 2 SWOT Analysis SWOT analysis used to summarize audit which concentrates upon main issues for objectives, strategies and tactics. The audit consists of internal current strengths and weakness that largely controllable, and also external future opportunities and threats that unpredictable (Lancaster Massingham, 2011). Table 4: SWOT Analysis InternalStrength: Both have been establishing for more than 20 years and expertise in product sales and marketing strategy. -Halal certification for both sun care products help to gain more Muslim consumers which is occupied of 65% of Malaysian populations and 95% of Indonesian populations. Weakness: -Avery Wellness as a Distribution company in fact fully reliable on Follow Me as a Manufacturer to provide sun care product. -Market development solely dependent on PT BNR as trading company without involving in any management and strategic planning. ExternalOpportunity: -Indonesia population estimated to be more than 250 million with 58% live in Java island. Similar tropical country with sunny weather almost throughout the year to promote the using of Sun Care product. -Common language and culture between Malaysia and Indonesia which provide easy platform for market development. Threat: -Sun Care products can be imported easily into Indonesia because of only 10% import taxes imposed. -Plenty of existing premium Sun Care brands such as Cllinique, Clarins, Biotherm are entering Indonesia market. -Sun protection awareness is still primarily high only in Jakarta district. But the sub-urban and rural populations are very lacking of health conscious towards sun protection. 4. Total Market Size and Share of Sun Care Despite the market size of Sun Care in Indonesia relatively low compare to ot her country such as Malaysia, Singapore and Thailand even though at same currency exchange, whereby Indonesia population is 5-10 times larger compare to these countries, but still it shown the growth of sun care market ascent almost double from 11. 3 bn Rupiah to 20. 2 bn Rupiah within 6 years from 2007 to 2012 (Table 5). Positively, a sun care product is expected to have greater growth rate in Indonesia market. Table 5: Sun Care Market Size of Indonesia Sun Care2007200820092010201120122012 * (RM mn)World (US$ mn)6,817. 17,557. 77,521. 28,161. 89,043. 39,094. 22,860. 0 Indonesia (Rp bn)11. 311. 911. 613. 516. 720. 26. 36 Malaysia (RM mn)9. 39. 49. 69. 79. 910. 110. 1 Singapore (S$ mn)14. 515. 416. 217. 318. 619. 648. 9 Thailand (Bt mn)1,046. 21,200. 81,183. 01,282. 21,401. 71,597. 0162. 0 Resource: Euromonitor International 2013 *Equivalent to Ringgit Malaysia Table 6: Indonesia Sun Care Brand and Company Shares 2007-2012 BrandCompany Name (GBO)200720082009201020112012 NiveaBeiersdo rf AG40. 141. 446. 042. 236. 843. 0 OriflameOriflame Cosmetics SA24. 319. 19. 214. 321. 412. 2 Nu SkinNu Skin Enterprises Inc6. 6. 28. 39. 210. 010. 9 The Face ShopLG Household Health Cate Ltd8. 08. 39. 09. 6 VaselineUnilever Group-4. 35. 15. 55. 67. 4 Banan BoatEnergizer Holdings Inc3. 74. 14. 43. 93. 24. 3 BiothermLoreal Groupe3. 23. 33. 73. 43. 02. 9 CliniqueEstee Lauder Cos Inc1. 62. 22. 52. 42. 22. 0 ClarinsClarins SA1. 21. 71. 81. 61. 51. 4 RossolareGalenium Pharmasia Laboratories PT0. 30. 30. 40. 40. 40. 4 The Face ShopFaceshop Co Ltd6. 76. 7- OthersOthers12. 610. 710. 68. 86. 96. 0 Total100. 0100. 0100. 0100. 0100. 0100. 0 Source: Euromonitor International 2013 from trade sources/national statistics (Sun Care in Indonesia)The Sun Care brand shares held by most leading companies in Indonesia remained fairly stable from year 2007 to 2012 (Table 6). The top 3 sun care brands mainly imported from international market are Nivea, Oriflame and Nu Skin, total dominated 65-70% of su n care sales in Indonesia from year 2007 to 2012. Beiersdorf Indonesia with its Nivea Sun brand continued to lead sun care with a 46% value share in 2009. The notable fluctuation brand was Oriflame, which its overall share declined from 24. 3% to 12. 2% throughout year from 2007 to 2012 instability.However, Rossolare is the only local sun care brand owned by Galenium Pharmasia Laboratories PT at 0. 3% of total market share (Table 6). 5. Marketing Strategy 5. 1 Marketing Objectives Key Objective of Avery Wellness and PT BNR are to have Market Development of Sun Care segment in Indonesia market order to achieve: 1. Increase company sales revenue contributed from sun care brand market penetration: a. 10% in year 2013, b. 20% in year 2014 and c. 25% in year 2015. (From RM 12. 6 Mil- 2011 to RM 21. 0 Mil- 2015). (Appendix 1) 2. Capture 20% of sun care market share in Indonesia (2012 total market size in Indonesia RM 6. Mil/ 20. 2 bn Rupiah) 3. Achieve 15% net profit margin in Sun Care pr oduct segment in line with profitability generated from other skin care segment within 3 years. 5. 2 Financial Budget 5. 2. 1 Funding Avery Wellness indirect investment strategic to appoint a local trading company in entering Indonesia new market development needs both parties commitment to success the plan. So, both parties need to have contribution in startup capital base on 2:1 ratio whereby Avery Wellness will be contributing RM 500,000 and PT DNR required allocating RM 250,000 as capital to start up the business in Indonesia (Appendix 2). . 2. 2 Working Capital Cash Flow statement is an indication to show cash coming in and out every month. It is essential for a company to use cash to pay business expenses such as bills, wages, merchandise and even unexpected expenses (Farese et al, 2002). Projected cash flow statement (Appendix 3A 3B) shows the budget planning start from December 2012 as a business startup month. Total funding of RM 750,000 (value equivalent to rupiah VER) u se to pay for 2 months inventories (sun care products), import duties of 10% and promotion support in Indonesia market.Account receivable is base on 60 days term and expected cash is recovered in month of March 2013 with RM 120,000 (VER) sales collected on every subsequent month onwards. Monthly wages, general operating and administrative expenses start from month January 2013 at fixed cost of RM 24,000 and RM 5,500 respectively base on monthly basis. Inventory cost at RM 84,000 (VER) will be paid quarterly to store for 3 months supply. Product registration cost of RM 8,000 is used at one off payment to get qualified certificate to sell sun care product within Indonesia. 5. 2. 3 Sales Forecast and ProfitabilitySun SafeTM brand consists of Sun Sport body and Sun Defense face are forecasted to generate additional sales of RM 1. 2 mil in 2013 (Appendix 4). A successful marketing plan is to achieve company main objective by generating satisfaction profit (Kotler 1994). Net profit ranges is expected between 12-19% yearly, which is above the company net profit of 9. 9% in year 2012. 5. 3 Market Mix George Michael (2004) classified the 4 Ps marketing such as Product, Price, Place and Promotion as marketing mix. The target market for Sun SafeTM brand is focused on population in mass market of all age in Indonesia. 5. 3. Product There are 2 Sun care products named Sun Sport body and Sun Defense face to be sold in Indonesia market. Base on Warren Keegan model (table 7), there are 5 international product and communication strategies (Keegan Green, 2011) Table 7: Warren Keegen Model Source: (Keegan Green, 2011)) Avery Wellness is using Straight Extension whereby products that entering foreign market without changes as no requires RD expenses, manufacturer retooling or promotional modification. This will be an added advantage for Avery Wellness as the products is using Bahasa and English as communication to deliver the message.In other cases, this strategy may be a disa ster; for example Campbell Soup Company experienced a loss of $30 million by introducing a condensed soup in England. The reason is product communication breakdown as consumers did not realize water is added in the soup by assuming the product in small can was expensive. 5. 3. 2 Price Sun SafeTM brand will be positioning as low pricng with high quality value to win loyal customers (Kotler Keller, 2012). The selling price for Sun Defense Face and Sun Sport Body in Indonesia will be set at RM 29 RM 25 respectively (VER). . 3. 3 Promotion PT BNR will be using straight extension strategy. Therefore, the company does not change the products and also promotion methods since the culture and language for both Malaysia and Indonesia are similar (Kotler Keller, 2012). For example, Ford adapted its advertising message due to the product used in United States would not be interpreted the same meaning by Spanish speakers. Sun SafeTM brand is expected to obtain sales of RM 1. 2 millions in 2013 . PT BNR is budgeting 10% of the sales revenue for AP purposes.The advertisement campaign is mainly focus on brand awareness and the whole entire activities as below: 1)Press and magazines for sun protection information/article 2)Merchandising at beauty retail outlets. 3)Social media campaign. 4)Public relation of local Muslim Ambassador. 5)Sample distribution in shopping mall. 6)Sales Promotion. 5. 3. 4 Place PT BNR currently is having a very strong and established distribution network in broad channel for its existing product line in 30 branches covered the following chains such as: a. Pharmacy Chains b. Beauty Retailers c. Departmental Store 6. Management Structure and ControllingManagement is the process of reaching goals through the integrated of technology and human resources (Farese et al, 2002). To facilitate the effectiveness of an organization, PT BNR is currently practicing Horizontal Organization structure. Horizontal Organization involves self-managing teams that set th eir own goals and decisions; it helps the process of making spontaneous decision without delaying any important task (Farese et al, 2002) Marketing plan should be controlled using qualitative and quantitative standards including sales, market share, expenses, profitability and customers tracking.The controlling process is an indication to the evaluation of the effectiveness of an organization marketing plan (Lancaster Massingham, 2011). However, despite Avery Wellness is not participating in any sales and marketing activities but the director of sales will be monitoring and control the sales and marketing plan base on annual, profitability, efficiency and strategic control from time to time. 7. The Challenges for SME to Enter International MarketFrom a viewpoint of SME policy, the drastic changes in global growth and trade dynamics may open up opportunities for SMEs in international markets. However, they also pose a new challenge to policy makers in the need to design, adapt and i mplement effective policies to facilitate internationalization and enable SMEs to take full advantage of its benefits (Zizah Che Senik et al, 2010). In general, SMEs are considered to experience greater difficulties relative to large firms when operating internationally because of constrained resources and lack of international experience.Furthermore, the regulatory framework of some high-growth economies makes it more difficult for SMEs to enter the markets, which can be characterized by an unpredictable business environment likes frequent regulatory changes, weak protection of property rights, non-transparent judicial systems, inadequate enforcement of commercial law and specific institutional constraints. All these factors create additional challenges challenge to SMEs, which are typically resource constrained and inexperienced (Zizah Che Senik et al, 2010).A study on â€Å"Removing Barriers to SMEs Access to Global Markets† has identified in some of the barriers that affe ct the decision in entering foreign market. Table 6 has shown the ranking of the barriers (Koji Ito, 2013). Table 8: Types of Barrier of entering foreign market RankingTypes of Barrier 1Inadequate of well trained personnel 2Working capital shortage 3Insufficient and limited information on market audit 4Wrongly identifying foreign business opportunities 5Time management to manage international business is lack 6Inability to rapture potential customers in oversea market 7No strategy to develop products for foreign markets Unfamiliar foreign business practices and regulation 9Product quality and standard not meet the country requirement 10Unfamiliar exporting procedures and processes Source: US International Trade Commission (2010). 9. Recommendations It is suggested that Avery Wellness should build a network in Indonesia by appointing PT BNR as a trading company to distribute its products in the country. However, it is recommended that Avery Wellness can use direct entry mode after th e successful of product penetration into Indonesia market. International Marketing Management Essay Example International Marketing Management Essay Avery Wellness (M) Sdn Bhd is a private company specialise in total skin care and beauty product solutions in Malaysia. The company began its operation in Malaysia since 1990. Follow Me Industries Sdn Bhd is the sole manufacturing facility for all skin care and beauty products to Avery Wellness (M) Sdn Bhd. Avery Wellness business model involved in marketing and distributing skin care and sun care products within Malaysia market. The main distribution centres in Malaysia focus in all pharmacy chains, departmental stores and beauty retailers.The company is envisaged to transform from a local enterprise into a multinational brand company with growth plan to tap into overseas market. The company has a headquarter base in Subang Jaya Industrial Park with total 80 employees. The advantage of Avery Wellness products are HALAL accreditation and this gave the company a strong market presence in Muslim segment. The company with its marketing and branding strategy by leveraging on local Muslim celebrity as ambassador to successful help the brand enters the Muslim market. 2. 2 Vision and MissionAvery Wellness is visioning to capture the South East Asian market and to emerge as a dominant company in providing skin care and sun care solution for all consumers. The mission of Avery Wellness is to provide continuous innovative and reliable product to overcome all man and woman skin problems with a product certified halal accreditation. 2. 3 Sales Revenue Avery Wellness average sales revenue for the past 3 years from 2010 to 2012 mainly contributed from 3 major brands which are Ageless solution, Clear Clean and Sun Safeâ„ ¢ (Table 1).The percentage of contribution is 46%, 20% and 34% respectively. The Sun Safeâ„ ¢ brand has two main sun care products which are Sun Safeâ„ ¢ Face and Sun Safeâ„ ¢ Body. Currently the market share for these two products in sun care category is more than 35% in Malaysia. Table 1: Sale Revenue on Skin Care Brand for Avery Wellness Brand 2010 (RM/Million)2011 (RM/Million)2012 (RM/Million)Averagepercentage Ageless5. 55. 86. 05. 7746% Clear Clean2. 42. 52. 52. 4720% Sun Safeâ„ ¢4. 24. 34. 34. 2734% Total Revenue12. 112. 12. 812. 5100% 2. 4 International Market Entry Objective In view of sales revenue stagnancy from year 2010 to 2012, and increasing of fixed and variable cost yearly such as cost of goods sold, salaries and wages, interest expenses and promotion, thus impacting in net income yearly. In fact, there is significant descent of net profit from 11. 4 % to only 9. 9% in year 2012 (Appendix 1). In order to sustain business growth and achieve imperative profitability, step to enter international market is essential.In particular, sustained economic growth has been experienced in emerging economies, which have become a source of expanding market opportunities and are currently underpinning the global recovery (Zizah Che Senik et al, 2010). Malaysia policy of governance encourages local SME to go International . In the effort to encourage SMEs to go global, SME Corp has introduced the National Mark of Malaysia Brand which is a certification process, audited and monitored by Sirim.Through this initiative, Malaysian Brands are developed not just for the local market, but with the intention that they would be good enough to penetrate international markets (Mohd Rithaudden Makip, 2012) In addition, the SME Master plan (2012-2020) has also outlined a High Impact Programme – Going Export Programme that will focus on addressing challenges faced by SMEs on entering new markets overseas, which include high upfront costs and the lack of detailed knowledge about the markets and local competitors (Charles Fernandez, 2013). 3 Country and Market Entry Analysis 3. 1 Country AnalysisIndonesia, Thailand and Singapore are selected as the potential markets for Avery Wellness’s expansion plan to sell HALAL accreditation sun care products. In order to minimize business failure and find out the b est of the country market, three candidate markets (Indonesia, Thailand and Singapore) which are the most nearest country to Malaysia are chosen to make comparison for the first step of Avery Wellness to success. The selection of oversea markets is a vital issue for a company, this is imperative as the international business environment is turbulent and more uncertain as compared to domestic market.Therefore, fully identify the potential opportunities cab be exploited while minimizing threats and risks (Fariza Hashim et al, 2010). 3. 1. 1 PESTEL Analysis PESTEL analysis will be used to focus the discussion within this analytical framework on the political, economical, social, technological, environmental and legal factors that may influence the business operation for the company (Kotler 1994). A company must be aware of many considerations such as differences in language and customs as well as political and legal when doing business internationally (Farese et al, 2002).Table 2: Comp arison of PESTEL on Indonesia, Thailand and Singapore Analysis FactorCountry IndonesiaThailandSingapore Political Legal(tax)Doing business in Indonesia is complex and time consuming. This is because of negotiation through the regulatory and industrial landscape. Corruption in the country is active at all levels. Skin care Import duties and taxes of 10% are applied in this country. Thailand is an export-dependent country. A total of $ 223 billion worth of goods in 2011 were exported, accounting 69% of its GDP. Corruption and lack of transparency still a major concerns especially in procurement tender.Thailand’s average applied tariff rate is 11%. Highest tariff rates applied to imports competing with locally produced goods. Skin care is 35% of import duties and taxes. Singapore is a free port country. More than 99% of all imports enter Singapore duty-free. It is a liberal trading regime. Singapore is a strong intellectual property protection country with virtually no corrupti on. Singapore levies a 7% Goods and Services Tax (GST), including skin care products. Economic (Gross Domestic Product) Indonesia is the largest population with 240 million in Southeast Asia.GDP growth above 6. 5% in 2011 and projected to remain above 6%. GDP per capita of $3,500. .The total population in Thailand in year 2012 is 67 Million. Thai economy grew only 1% in 2011, as the devastation caused by severe flooding that happened yearly in the country. GDP growth rate only 5. 5% in year 2012 and estimated will be above 7. 5% in year 2013. Total population in in year 2012 is 5 Million Singapore economy expanded by 14. 5% in year 2012, become the second fastest growing economy in the world. GDP is expected sustainable growth of 4% in 2013.Social CulturalRich natural resources country with very strong domestic demand. Bahasa is a common speaking and language used in Indonesia. Indonesian labor cost is relatively low by compare other Southeast Countries. Consumers are extremely pri ce-conscious; prefer lower prices over product quality. Thai and English are the most common spoken language in the country. Labor cost is moderate, where unemployment rate in 2010 only 1% of the labor force. Most citizen and people are highly educated. English is common language for business and education. Local labor laws are flexible.EnvironmentInfrastructure and service networks still under developed in the country. Most of the area are rural and with more than 180 islands in the country. Severe flooding occurred yearly. It caused thousands of homes were inundated and many business operations affected. Singapore levies high excise taxes on motor vehicles and petroleum products due to environmental reason. TechnologyMobile internet is now emerges in the country, providing opportunities to do business through internet. E-Commerce technology enables Thai to support â€Å"business to business† collaboration.It is another technology upcoming trend in the country. Telecommunica tions and Internet facilities in Singapore are extremely well developed. Resource: 2012 Country Commercial Guide for U. S. Companies (http://www. state. gov/) 3. 2 Selection of Country Base on the PESTEL analysis (Table 2), Indonesia will be the best country as the target market of Sun Safe expansion plan outside Malaysia because of its the excellent overall performing ability, widely accepted culture, comparably higher economic growth with less interest rate, and moderate corporate tax rate.What’s more the fact that Indonesia is the largest population growth country which means a vast room for expansion has make it a more attractive market than Thailand and Singapore. 3. 3 Type of Entry mode The expansion into Indonesia market usually could be achieved by indirect investment such as exporting, licensing, trading, joint venture and direct investment. Export Trading Company acts more like an agent to pay the manufacturer for the exported products and thereafter sell the produc t to interested buyers.There is an advantage to help securing foreign market share on behalf of its clients (Fariza hashim et al, 2010). Avery Wellness is recommended to start its business by appointing a local trading and distribution company in the targeted sun care market. The reasons of appointing a trading company are 2 folds: First of all, risk can be transferred to the appointed local company in the new market development. This is because risks still exist since such market expansions come along with potential failures besides profit makings.Secondly, a well established local trading and distribution company has been proved successful pool their resources such as experiences, technologies and capitals together to expand the business in a fast speed. 3. 4 Trading Company Analysis and Selection In order to minimize the rate of failure and ensure the success entry to Indonesia market, an audit to local well known trading companies is made to compare the background of the company , services provided, distribution channel coverage and the reliabilities of the company (Fariza Hashim et al, 2010).There are 3 local trading companies which are PT Dos Ni Roha, PT Maha Jaya Suksesindo and PT Fremont Nusametal Trading that already well-established in Indonesia (Table 3). PT Dos Ni Roha is the best trading company of Avery Wellness because of its market expansion in Indonesia that covers a lot of states and operational experiences in the business. Table 3: Comparison of Trading Companies in Indonesia PT Dos Ni Roha (DNR Distribution)PT Maha Jaya Suksesindo (MJS)PT Fremont Nusametal Trading (FNT) Company BackgroundPT Dos Ni Roha (DNR) was established in year 1963. The company is now a truly professional distributor in the country.PT Maha Jaya Suksesindo (MJS) is a 15 years old trading company in Indonesia and primary business is exporting fast moving consumer goods to Indonesia Borneo and Sumatra island, and other part of ASEAN countries. PT Fremont Nusametal Trading (FNT) main business is distribution home appliances for international brands such as Sony, Panasonic and LG in Indonesia. The company was established in 1985. Scope of ServicesSales and distribution of pharmaceutical products, consumer products, medical supplies and equipment including after sales service. Logistics services including importation, storage, shipping and inventory managementExport and distribution of consumer goods. Trading and distribution of home appliances. Distribution ChannelDNR has 30 branches and 19 sub-branches spread out all over Indonesia: Java Island (greater Jakarta, west Java, central Java, east Java), Bali Nusa Tenggara, Sumatera, Kalimantan, Sulawesi, Jayapura. MJS distribution is mainly in the sub-urban and rural areas of Indonesia especially in Sumatra island. The 8 sales offices of MJS are for exporting businesses. FNT has the largest distribution coverage across the 3 main islands of Indonesia – Java, Sumatra and Borneo. The business model o f FNT is wholesaling of the home appliances.Business LicenseTrading license with ability to do product registration as currently distributing consumer health supplement products. Trading and Export license but MJS only experience in trading locally produced consumer goods. Trading license on home appliances Current Business PartnersDNR is one of the trading company for international consumer goods of Unilever, Kraft Food and leading local beauty products Mustika Ratu and international L’Oreal and medical products B. Braun, Novartis, Schering Plough. Yummy Food Utama is the largest consumer goods in Indonesia with brands such as Indomie and Yam Yam instant noodles.MJS is the sole trading company. Wholesaling partners for Sony, Panasonic and LG. FNT also is sole distributor of Yamaha heavy equipment in Indonesia such as water pumps, and power generators. Source: Indonesia Business Directory, www. gdgindonesia. com 4. Market and Industry Analysis 4. 1 Porter’s Five Forces Analysis Competitive rivalry within an industry An industry could be defined as substance between the established competitors and the substitute products (Porter, 2008). And the competitive rivalry exists between the established competitors in the same product segment and it is the center of the Michael Porter’s five forces model.Sun care industry in Indonesia, though there are many large corporations such as Beiersdorf and Oriflame Coemetics, but the industrial competitive rivalry would not obviously affect Avery Wellness as there is still a large potential growth of sun care in the country. Bargaining power of customers The bargaining power of the customers also poses significant influence over the business behaviors within the sun care industry. Such forces usually could be seen in term of forced down prices, demand for higher-quality or more services and pit rival organizations against one another (Porter, 2008).However, most customers with small quantity of purchase sti ll having low bargaining power though they only demand in effectiveness product. Threat of new entrants The threat of new entrants comes is quite high due to the low entry barriers in Indonesia. This is because Sun Care products can be imported easily into the country of only 10% import taxes imposed. Besides, Indonesia with population of 240 million people among Southeast Asia country is attracted with all multinational company to tap into this large resource country.Bargaining power of supplier Collaborations with manufacturer Follow Me Industries Sdn Bhd in Malaysia has given Avery Wellness a quality assurance and stability supplied of innovative products. Base on the excellence working relationship for more than 20 years with existing cooperation, it should be possible for Avery Wellness to control such increases in bargaining power from suppliers due to the increasing demand of products during the execution of the Indonesia market expansion plan. Threat of substitute productsTh e threat from substitute products to sun care products is very less thanks to the ingredients of sun reflective function named titanium dioxide and zinc oxide. This is because the 2 main ingredients only can be used on sun protection purpose. 4. 2 SWOT Analysis SWOT analysis used to summarize audit which concentrates upon main issues for objectives, strategies and tactics. The audit consists of internal current strengths and weakness that largely controllable, and also external future opportunities and threats that unpredictable (Lancaster Massingham, 2011). Table 4: SWOT Analysis InternalStrength: Both have been establishing for more than 20 years and expertise in product sales and marketing strategy. -Halal certification for both sun care products help to gain more Muslim consumers which is occupied of 65% of Malaysian populations and 95% of Indonesian populations. Weakness: -Avery Wellness as a Distribution company in fact fully reliable on Follow Me as a Manufacturer to provide sun care product. -Market development solely dependent on PT BNR as trading company without involving in any management and strategic planning. ExternalOpportunity: -Indonesia population estimated to be more than 250 million with 58% live in Java island. Similar tropical country with sunny weather almost throughout the year to promote the using of Sun Care product. -Common language and culture between Malaysia and Indonesia which provide easy platform for market development. Threat: -Sun Care products can be imported easily into Indonesia because of only 10% import taxes imposed. -Plenty of existing premium Sun Care brands such as Cllinique, Clarins, Biotherm are entering Indonesia market. -Sun protection awareness is still primarily high only in Jakarta district. But the sub-urban and rural populations are very lacking of health conscious towards sun protection. 4. Total Market Size and Share of Sun Care Despite the market size of Sun Care in Indonesia relatively low compare to ot her country such as Malaysia, Singapore and Thailand even though at same currency exchange, whereby Indonesia population is 5-10 times larger compare to these countries, but still it shown the growth of sun care market ascent almost double from 11. 3 bn Rupiah to 20. 2 bn Rupiah within 6 years from 2007 to 2012 (Table 5). Positively, a sun care product is expected to have greater growth rate in Indonesia market. Table 5: Sun Care Market Size of Indonesia Sun Care2007200820092010201120122012 * (RM mn)World (US$ mn)6,817. 17,557. 77,521. 28,161. 89,043. 39,094. 22,860. 0 Indonesia (Rp bn)11. 311. 911. 613. 516. 720. 26. 36 Malaysia (RM mn)9. 39. 49. 69. 79. 910. 110. 1 Singapore (S$ mn)14. 515. 416. 217. 318. 619. 648. 9 Thailand (Bt mn)1,046. 21,200. 81,183. 01,282. 21,401. 71,597. 0162. 0 Resource: Euromonitor International 2013 *Equivalent to Ringgit Malaysia Table 6: Indonesia Sun Care Brand and Company Shares 2007-2012 BrandCompany Name (GBO)200720082009201020112012 NiveaBeiersdo rf AG40. 141. 446. 042. 236. 843. 0 OriflameOriflame Cosmetics SA24. 319. 19. 214. 321. 412. 2 Nu SkinNu Skin Enterprises Inc6. 6. 28. 39. 210. 010. 9 The Face ShopLG Household Health Cate Ltd8. 08. 39. 09. 6 VaselineUnilever Group-4. 35. 15. 55. 67. 4 Banan BoatEnergizer Holdings Inc3. 74. 14. 43. 93. 24. 3 BiothermLoreal Groupe3. 23. 33. 73. 43. 02. 9 CliniqueEstee Lauder Cos Inc1. 62. 22. 52. 42. 22. 0 ClarinsClarins SA1. 21. 71. 81. 61. 51. 4 RossolareGalenium Pharmasia Laboratories PT0. 30. 30. 40. 40. 40. 4 The Face ShopFaceshop Co Ltd6. 76. 7- OthersOthers12. 610. 710. 68. 86. 96. 0 Total100. 0100. 0100. 0100. 0100. 0100. 0 Source: Euromonitor International 2013 from trade sources/national statistics (Sun Care in Indonesia)The Sun Care brand shares held by most leading companies in Indonesia remained fairly stable from year 2007 to 2012 (Table 6). The top 3 sun care brands mainly imported from international market are Nivea, Oriflame and Nu Skin, total dominated 65-70% of su n care sales in Indonesia from year 2007 to 2012. Beiersdorf Indonesia with its Nivea Sun brand continued to lead sun care with a 46% value share in 2009. The notable fluctuation brand was Oriflame, which its overall share declined from 24. 3% to 12. 2% throughout year from 2007 to 2012 instability.However, Rossolare is the only local sun care brand owned by Galenium Pharmasia Laboratories PT at 0. 3% of total market share (Table 6). 5. Marketing Strategy 5. 1 Marketing Objectives Key Objective of Avery Wellness and PT BNR are to have Market Development of Sun Care segment in Indonesia market order to achieve: 1. Increase company sales revenue contributed from sun care brand market penetration: a. 10% in year 2013, b. 20% in year 2014 and c. 25% in year 2015. (From RM 12. 6 Mil- 2011 to RM 21. 0 Mil- 2015). (Appendix 1) 2. Capture 20% of sun care market share in Indonesia (2012 total market size in Indonesia RM 6. Mil/ 20. 2 bn Rupiah) 3. Achieve 15% net profit margin in Sun Care pr oduct segment in line with profitability generated from other skin care segment within 3 years. 5. 2 Financial Budget 5. 2. 1 Funding Avery Wellness indirect investment strategic to appoint a local trading company in entering Indonesia new market development needs both parties commitment to success the plan. So, both parties need to have contribution in startup capital base on 2:1 ratio whereby Avery Wellness will be contributing RM 500,000 and PT DNR required allocating RM 250,000 as capital to start up the business in Indonesia (Appendix 2). . 2. 2 Working Capital Cash Flow statement is an indication to show cash coming in and out every month. It is essential for a company to use cash to pay business expenses such as bills, wages, merchandise and even unexpected expenses (Farese et al, 2002). Projected cash flow statement (Appendix 3A 3B) shows the budget planning start from December 2012 as a business startup month. Total funding of RM 750,000 (value equivalent to rupiah VER) u se to pay for 2 months inventories (sun care products), import duties of 10% and promotion support in Indonesia market.Account receivable is base on 60 days term and expected cash is recovered in month of March 2013 with RM 120,000 (VER) sales collected on every subsequent month onwards. Monthly wages, general operating and administrative expenses start from month January 2013 at fixed cost of RM 24,000 and RM 5,500 respectively base on monthly basis. Inventory cost at RM 84,000 (VER) will be paid quarterly to store for 3 months supply. Product registration cost of RM 8,000 is used at one off payment to get qualified certificate to sell sun care product within Indonesia. 5. 2. 3 Sales Forecast and ProfitabilitySun SafeTM brand consists of Sun Sport body and Sun Defense face are forecasted to generate additional sales of RM 1. 2 mil in 2013 (Appendix 4). A successful marketing plan is to achieve company main objective by generating satisfaction profit (Kotler 1994). Net profit ranges is expected between 12-19% yearly, which is above the company net profit of 9. 9% in year 2012. 5. 3 Market Mix George Michael (2004) classified the 4 Ps marketing such as Product, Price, Place and Promotion as marketing mix. The target market for Sun SafeTM brand is focused on population in mass market of all age in Indonesia. 5. 3. Product There are 2 Sun care products named Sun Sport body and Sun Defense face to be sold in Indonesia market. Base on Warren Keegan model (table 7), there are 5 international product and communication strategies (Keegan Green, 2011) Table 7: Warren Keegen Model Source: (Keegan Green, 2011)) Avery Wellness is using Straight Extension whereby products that entering foreign market without changes as no requires RD expenses, manufacturer retooling or promotional modification. This will be an added advantage for Avery Wellness as the products is using Bahasa and English as communication to deliver the message.In other cases, this strategy may be a disa ster; for example Campbell Soup Company experienced a loss of $30 million by introducing a condensed soup in England. The reason is product communication breakdown as consumers did not realize water is added in the soup by assuming the product in small can was expensive. 5. 3. 2 Price Sun SafeTM brand will be positioning as low pricng with high quality value to win loyal customers (Kotler Keller, 2012). The selling price for Sun Defense Face and Sun Sport Body in Indonesia will be set at RM 29 RM 25 respectively (VER). . 3. 3 Promotion PT BNR will be using straight extension strategy. Therefore, the company does not change the products and also promotion methods since the culture and language for both Malaysia and Indonesia are similar (Kotler Keller, 2012). For example, Ford adapted its advertising message due to the product used in United States would not be interpreted the same meaning by Spanish speakers. Sun SafeTM brand is expected to obtain sales of RM 1. 2 millions in 2013 . PT BNR is budgeting 10% of the sales revenue for AP purposes.The advertisement campaign is mainly focus on brand awareness and the whole entire activities as below: 1)Press and magazines for sun protection information/article 2)Merchandising at beauty retail outlets. 3)Social media campaign. 4)Public relation of local Muslim Ambassador. 5)Sample distribution in shopping mall. 6)Sales Promotion. 5. 3. 4 Place PT BNR currently is having a very strong and established distribution network in broad channel for its existing product line in 30 branches covered the following chains such as: a. Pharmacy Chains b. Beauty Retailers c. Departmental Store 6. Management Structure and ControllingManagement is the process of reaching goals through the integrated of technology and human resources (Farese et al, 2002). To facilitate the effectiveness of an organization, PT BNR is currently practicing Horizontal Organization structure. Horizontal Organization involves self-managing teams that set th eir own goals and decisions; it helps the process of making spontaneous decision without delaying any important task (Farese et al, 2002) Marketing plan should be controlled using qualitative and quantitative standards including sales, market share, expenses, profitability and customers tracking.The controlling process is an indication to the evaluation of the effectiveness of an organization marketing plan (Lancaster Massingham, 2011). However, despite Avery Wellness is not participating in any sales and marketing activities but the director of sales will be monitoring and control the sales and marketing plan base on annual, profitability, efficiency and strategic control from time to time. 7. The Challenges for SME to Enter International MarketFrom a viewpoint of SME policy, the drastic changes in global growth and trade dynamics may open up opportunities for SMEs in international markets. However, they also pose a new challenge to policy makers in the need to design, adapt and i mplement effective policies to facilitate internationalization and enable SMEs to take full advantage of its benefits (Zizah Che Senik et al, 2010). In general, SMEs are considered to experience greater difficulties relative to large firms when operating internationally because of constrained resources and lack of international experience.Furthermore, the regulatory framework of some high-growth economies makes it more difficult for SMEs to enter the markets, which can be characterized by an unpredictable business environment likes frequent regulatory changes, weak protection of property rights, non-transparent judicial systems, inadequate enforcement of commercial law and specific institutional constraints. All these factors create additional challenges challenge to SMEs, which are typically resource constrained and inexperienced (Zizah Che Senik et al, 2010).A study on â€Å"Removing Barriers to SMEs Access to Global Markets† has identified in some of the barriers that affe ct the decision in entering foreign market. Table 6 has shown the ranking of the barriers (Koji Ito, 2013). Table 8: Types of Barrier of entering foreign market RankingTypes of Barrier 1Inadequate of well trained personnel 2Working capital shortage 3Insufficient and limited information on market audit 4Wrongly identifying foreign business opportunities 5Time management to manage international business is lack 6Inability to rapture potential customers in oversea market 7No strategy to develop products for foreign markets Unfamiliar foreign business practices and regulation 9Product quality and standard not meet the country requirement 10Unfamiliar exporting procedures and processes Source: US International Trade Commission (2010). 9. Recommendations It is suggested that Avery Wellness should build a network in Indonesia by appointing PT BNR as a trading company to distribute its products in the country. However, it is recommended that Avery Wellness can use direct entry mode after th e successful of product penetration into Indonesia market.

The eNotes Blog 7 Literary One-HitWonders

7 Literary One-HitWonders Some writers churn out new works like unstoppable machines. Dickens, Shakespeare, Austen- all of these writers died not only with multiple major literary works to their names but also produced many successful texts that remain immensely popular to this day. On the other side of the coin, some writers are known for producing just one major, successful work. These are the one-hit-wonders of the literary world- writers that only published one work during their lifetime that gained a lot of renown and attention. Let’s take a look at seven of these authors and the impact of their big hits. 1. Black Beauty Author: Anna Sewell Read time: 2 hours 43 minutes Genre: Adventure novel, animal drama Similar to: The Call of the Wild by Jack London It is good people who make good places. Sewell’s classic Black Beauty. Sewell composed the novel while severely ill, and lived only five months after its publication. Sewell’s only novel went on to sell over fifty million copies, making it one of the best-selling books worldwide. With important messages about kindness, respect, and empathy, Black Beauty not only teaches us to how to love animals, but also how to love each other. 2. Dracula Author: Bram Stoker Read time: 4 hours 45 minutes Genre: Gothic novel Similar to: The Return of Sherlock Holmes by Sir Arthur Conan Doyle No man knows till he has suffered from the night how sweet and dear to his heart and eye the morning can be. There are few books as influential on modern pop culture as Bram Stoker’s Dracula. While the concept of a vampiric, undead monster had been around for centuries, we owe our modern conception of the vampire fantasy to Stoker’s rendition. Written in 1897, Dracula has gone on to inspire countless other works, including feature films, plays, television adaptations, video games, and, of course, a certain young-adult teenage love story series (although Stoker’s version has significantly less sparkle). 3. Frankenstein Author: Mary Shelley Read time: 2 hours 21 minutes Genre: Gothic novel Similar to: The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson Beware; for I am fearless, and therefore powerful. Despite credentials as a novelist, short story writer, and dramatist, when one mentions Mary Shelley, there is only one book that springs to mind. Frankenstein, often hailed as the beginning of the science-fiction and horror genre, was published in 1818, when Shelley was just 20 years old. The Gothic novel also directly alludes to Milton’s Paradise Lost (see below), in comparing Frankenstein’s monster to a â€Å"fallen angel.† 4. The Jungle Author: Upton Sinclair Read time: 4 hours 18 minutes Genre: Political novel Similar to: Main Street by Sinclair Lewis, The Awakening by Kate Chopin So he went on, tearing up all the flowers from the garden of his soul, and setting his heel upon them. Five publishers initially rejected the work as too shocking, before Doubleday Publishing eventually came to the rescue. The Jungle was published in 1906 to massive controversy. While the book was intended as a critique of capitalism and a tacit endorsement of socialism, many readers were primarily horrified by its exposure of the health and safety violations of the meat industry. While Sinclair did write a number of other works, he is predominantly known today for The Jungle’s  unique brand of political critique. 5. Paradise Lost Author: John Milton Read time: 7 hours 15 minutes Genre: Epic poem Similar to: Dante’s Inferno by Dante Alighieri The mind is its own place, and in itself can make a heaven of hell, a hell of heaven. John Milton’s Paradise Lost was actually followed by a sequel, Paradise Regained. But nowadays, Milton is pretty much only known for his magnum opus Paradise Lost, a blank-verse epic poem that comprises ten books with over ten thousand lines. The poem is concerned with the biblical fall of Adam and Eve, and of the fallen angel of Satan. Paradise Lost has had a profound effect on the literary canon, and is still widely referenced in pop culture today. 6. Uncle Tom’s Cabin Author: Harriet Beecher Stowe Read time: 5 hours 26 minutes Genre: Anti-Slavery novel Similar to: The Narrative of the Life of Frederick Douglass, an American Slave by Frederick Douglass Of course, in a novel, peoples hearts break, and they die, and that is the end of it; and in a story this is very convenient. But in real life we do not die when all that makes life bright dies to us. Harriet Beecher Stowe wrote a number of other stories during her lifetime, but none ever reached the acclaim and notoriety of Uncle Tom’s Cabin. In fact, Uncle Tom’s Cabin was the best-selling novel of the 19th-century. Its strongly abolitionist message is credited as laying the foundation for the United States’ Civil War. In recent years, however, the novel has been criticized for the proliferation of a number of reductive African-American stereotypes. 7. Wuthering Heights Author: Emily  Brontà « Read time: 5 hours 53 minutes Genre: Gothic novel Similar to: Jane Eyre by Charlotte  Brontà «, Pride and Prejudice by Jane Austen Hes more myself than I am. Whatever our souls are made of, his and mine are the same. The final addition on this list is Emily Bronte’s only novel, Wuthering Heights, was published a year before her death, under the pseudonym Ellis Bell. Charlotte Bronte, her sister and the author of Jane Eyre, edited a version of Wuthering Heights which was eventually released in a posthumous edition in 1850. The unabashedly Gothic narrative follows the doomed romance of Catherine Earnshaw and Heathcliff, and has become one of the most well-known love stories in English literature to date.

How to Pass the CAHSEE Expert Strategy Guide

How to Pass the CAHSEE Expert Strategy Guide SAT / ACT Prep Online Guides and Tips Do you go to school in California? Chances are you’ve heard of the CAHSEE – the exam all Californians need to take to graduate high school. You might be wondering how to pass the CAHSEE. In this post, we will explain what the CAHSEE tests, what you need to do to pass, and how to study for it. What Is the CAHSEE? The CAHSEE (California High School Exit Examination) is an exam all California high school students must pass to earn a high school diploma. Students take the exam for the first time sophomore year, and retake it in later years if they don’t pass. The exam has two sections – math and English Language Arts (ELA). Most students, around 80% each year, pass the exam on their first try. In 2014, 85% of sophomores passed math and 83% of sophomores passed ELA. However, the pass rate is significantly lower for English Language Learners (ELLs) and students with disabilities. In 2014, 42% of special education sophomores passed math, and 39% passed ELA. Only 54% of ELLs passed math, and 38% passed ELA. The test is only given in English, making the ELA portion especially challenging for students still learning the language. The CAHSEE is not designed to be an extra burden or especially difficult, and students are expected to pass with the basics of what they learn in high school. The goal of the CAHSEE is to ensure all California high school graduates have met a certain skill threshold. However, if you’re worried about passing, this guide will give you the tools you need for success – and a California high school diploma. What If I Fail? Before we dig into the study guide, it’s important to know what happens if you fail the CAHSEE. You will take the CAHSEE for the first time sophomore year. If you don’t pass a section, you will just have to retake that section – for example, if you pass ELA but fail math, you will only have to take math again. If you fail both sections, you will retake both. You can retry the CAHSEE twice in junior year and up to five times senior year. So don’t stress if you don’t pass during sophomore year – you will get plenty of chances to retry the test. If you don’t pass by graduation, you can try for up to two school years after. Depending on your district, there may be summer school or fifth year options to help you pass the CAHSEE and complete high school. Contact your school to find out their policy for students who don’t pass CAHSEE by graduation. How To Pass The CAHSEE: English The English, or ELA, section is mostly multiple-choice, though there is a written response section as well. It covers reading and writing topics. To pass, you need to be able to comprehend and analyze passages, and also know the basics of English grammar and writing strategies. If you don't do much reading in your spare time, try to do a little every day, even if you're just reading articles online or books for fun. Daily reading can help you get better at reading comprehension, even on standardized tests like the CAHSEE. This section is untimed, so unlike high-stakes tests like the SAT and ACT, you don’t have to worry about pacing. The reading topics are: Word Analysis (7 questions) Reading Comprehension (18 questions) Literary Response and Analysis (20 questions) The reading questions mostly consist of reading passages and answering questions about them. The writing topics are: Writing Strategy (12 questions) Writing Application (1 essay question) English Language Conventions (15 questions) This comes to a total of 72 multiple-choice questions, plus 7 additional unscored questions sprinkled in used to test out new question types. The ELA section is given a scaled score between 275 and 450. A scaled score means they translate the raw scores (a.k.a. how many points you get from right answers) into a number between 275 and 450. Anything above 350 is passing. There is not a set amount of raw points you need, since scaling can change from test to test. So you should aim to get a majority of the questions correct, though you don't need to shoot for perfection. Your essay will be assigned a score from 1 to 4, with 4 being best. Two people will read it, and their scores will be averaged. Your essay won’t be scored if it is illegible, not in English, or off-topic. How To Pass the CAHSEE: Math The math section of the CAHSEE is all multiple-choice questions. It is untimed, so again, you don’t have to worry about rushing through. However, there are no calculators allowed, so you have to do all math work by hand. If you rely on calculators to do multiplication and division, you have to practice doing math on paper. To pass, you also need to have a pretty solid understanding of math through basic geometry and Algebra I. Or practice on a chalkboard for some old-school cool. The math section tests the following topics: Probability, Data Analysis and Statistics (12 questions) Number Sense (14 questions) Algebra and Functions: (17 questions) Measurement and Geometry: (17 questions) Algebra 1 (12 questions) Mathematical Reasoning (8 questions) Unscored trial questions (12 questions) This makes for 92 total questions. The math section is also scored between 275 and 450, with anything above 350 passing. Again, aim to get a majority of the questions right, but don't worry about being 100% perfect. CAHSEE Study Guide So now that you know what's on the CAHSEE and how many chances you will have to pass it, how should you study for it? And what can you use? We will show you how to come up with a study plan, what resources to use, and how to get help at school. Score Report = Study Guide After you take the CAHSEE, you will get a detailed report that says how well you did in each topic. For example, it will say how many Algebra and functions questions you got right, in addition to giving an overall math section score. If you failed the CAHSEE the first time, don’t get overwhelmed by the score report saying all the things you did wrong. You don’t have to fix every single mistake to pass – you just need to fix enough to get above 350. Use your score report as a study guide. Start with the sections you missed the most questions on and focus on learning that material first. As an example, say a student got the following score report for math: Probability, Data Analysis and Statistics: 7 / 12 Number Sense: / 14 Algebra and Functions: 3 / 17 Measurement and Geometry: 2 / 17 Algebra 1: 2 / 12 Mathematical Reasoning: 4 / 8 While this student missed points in every section, they have the most work to do in Algebra and Functions, Measurement and Geometry, and Algebra 1. Since those topics build on each other – you need to understand basic algebra before getting Geometry and Algebra 1 – they should start by studying Algebra and Functions, and then move onto Geometry and Algebra 1. Also, those sections also happen to be the largest, with 17 questions each for Algebra and Functions and Measurement and Geometry, and 12 questions for Algebra 1. So if they can improve their scores in those three sections, they will be on track to pass. If they have extra time, they can review the other sections. But they should focus on learning Algebra and Geometry skills and practicing problems in those sections. If you haven't taken the CAHSEE yet, start with the official study guides (which we will link to below) and focus on what is most difficult for you. Gather Your Resources You won't need tons of books to study for the CAHSEE, since there are many resources online. Make sure you have studying basics, though, like a notebook, pen, and earplugs if they help you focus. Before you start studying, you need some materials! Luckily, there is a free, official CAHSEE study guide online and tons of practice questions for each section – way more questions than actually appear on one CAHSEE. 1. Math study guide 2. Math released questions 3. ELA study guide 4. ELA released questions The study guides will walk you through what problems are going to be on the CAHSEE, and what you need to know. Start by reading the study guides before moving onto the practice problems. To do the practice problems, either print them out or look at them on the computer. (You can use a blank notebook to keep track of your answers.) Doing the practice problems is also important so you get used to the format of the CAHSEE. When you correct the problems, don’t just mark what you got wrong and tally your score, try and figure out why you got the question wrong and what you didn’t know. Pretend It's The Real Thing You don’t have to time yourself while practicing, since CAHSEE is untimed, but remember to simulate test conditions by not using a calculator or any outside resources. If you don’t know a question, circle it. Come back to it later and figure out what you would need to know to get the question right. Schedule, Schedule, Schedule Make studying for the CAHSEE part of your weekly schedule. Put it in your calendar like it’s another class or sport. By making CAHSEE studying a set part of your weekly routine, you can retain information from week to week and make sure you get plenty of practice. Also, make sure when you study you find a quiet room without distractions. Whether that means finding a table at your school library or asking your family to give you some space after dinner at night, make sure you find a good study spot. It’s very hard to focus with distractions around, especially other people. Find School Resources Of course, you shouldn’t try to study completely on your own. Your school probably has resources for CAHSEE studying – it’s a goal for every California high school for all of their students to pass and graduate! Some schools have CAHSEE classes you can take. Others have after-school or Saturday study sessions. While it’s not fun to have to give up after-school time for studying, even just a few sessions could help you learn what you need to pass, and you might study faster than you would on your own. Is this the coolest place to spend a Saturday? No. Can it help you pass CAHSEE? Yes. To find out how your school helps students with CAHSEE, go to the guidance counseling office and ask about CAHSEE classes and resources. If your school doesn’t have these, you can find a math and an ELA teacher to help you study. Ask if they can explain topics that you don’t understand, or to help go over practice test answers with you. Some schools also have peer tutoring, and you can ask for help there as well. Special Education If you receive special education services, ask your school’s special education department coordinator about resources for CAHSEE, including accommodations you might not have received that could help you pass. If you normally get accommodations on tests, you should be able to get the same accommodations for CAHSEE. English Language Learners If you’re an English Language Learner, ask your school’s ELL coordinator about accommodations you can get on the CAHSEE, including bilingual dictionaries or a read-aloud test. Remember, it’s in your school’s best interest for all students to pass the CAHSEE. Don’t be shy about tracking down resources that can help you. What’s Next? Also studying for the ACT or SAT? Learn how to improve a low math score. Learn about colleges with the highest admission rates to help start your college planning. Come up with a target SAT or ACT score based on colleges you want to attend. Want to improve your SAT score by 160 points or your ACT score by 4 points? We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Poverty in the United States Research Paper Example | Topics and Well Written Essays - 1250 words

Poverty in the United States - Research Paper Example This points us to one reality that no matter how rich and powerful a country is, its people would still experience inequality. In light of these facts, this essay will unravel the reasons of American poverty. At the end, it shall be providing a conclusion as to the state of poverty in the United States. Poverty in America In America, poverty status is ascertained by comparing the family’s yearly income â€Å"to a set of dollar values† commonly referred to as thresholds which may differ as to the size of the family, number of siblings and age of the householder (Bishaw and Macartney 1). According to a latest survey produced by the US Census Bureau, about fourteen percent (14%) of the people in the United States had incomes which fall below their respective poverty threshold (Bishaw and Macartney 1). This is to say that of the three hundred (300) million plus American people, nearly forty three (43) million are considered poor (Bishaw and Macartney 1). Although this numbe r is quite small compared to other nations, it is relevant to know the reason of this turn out as it poses a great challenge to the American government. Actually, it has been noted that America’s poverty rate has increased substantially from the year 2008 to 2009. The increase is considered to be the highest since 1994 (DeNavas-Walt, Proctor, and Smith 14). Out of the fifty (50) states making up the United States of America, thirty-one (31) states have observed a constant rise of their poverty rate (Bishaw and Macartney 1). This finding is somehow alarming knowing that the American government has been active in fighting poverty in almost all of its sectors. Also, America has been known for its welfare system. Under this particular system, assistance in the form of money or free service is given to the poor and needy within the American society (â€Å"US Welfare†). Relevantly, most of the poor people in US are Hispanics or Latinos (DeNavas-Walt, Proctor, and Smith 14). To note, the Latinos in the country are actually immigrants. These immigrants are known to be having a hard time finding an employment. As a result, many of them do not have enough resource to support their existence. If this situation will persist, it could be stated then, that the American government has failed to address the social problem and that its program aimed to alleviate poverty has not been effective. Causes of American Poverty In 2001, a poll was conducted to know the sentiments of the American people with regard to the existence of poverty in their country (Iceland 70). In this survey, the respondents were asked of their opinion with regard to the bigger cause of poverty in America today. They were to choose any of the two options: (1) â€Å"that people are not doing enough to help themselves out of poverty or† (2) â€Å"that circumstances beyond their control cause them to be poor† (Iceland 70). The first option of course puts the blame to the person him self or herself. This is to say that it is his or her personal decisions or choices in life which made him or her poor. The second option on the other hand implies that there are external factors which cause the person to be poor. It could be due to the policies of the government or cultural issues. Significantly, the responses of the respondents were closely evenly split. Forty-eight (48) percent have chosen the first cause while forty-five (45)

Ethical Behaviors in an Academic Field Research Paper

Ethical Behaviors in an Academic Field - Research Paper Example The research paper "Ethical Behaviors in an Academic Field" discusses the ethical behaviors in an academic field and the problem of plagiarism which refers to the approach or act of copying and taking the works of someone else and then using such work as if they belonged to the person who has copied them. It includes integrating the thoughts, ideas, and opinions of another scholar or scholar and then passing or including such ideas, thoughts and opinions into the works of one without giving any recognition or appreciation to them. In the academic, scholarly and research cycles, it happens when the author or a person copies information from books of the internet word by word with the intention or aim of pretending that one was the owner and original author or initiator of such. In some other instance, people paraphrase, rewrite, take words or summarize the ideas and thoughts of other scholars and thinkers without recognizing or appreciating the source of the information. This would be acceptable avoided by factoring in internal or in text citation where the person quotes the ideas and thoughts of another person but then acknowledges the author by mentioning their names immediately after such words or quotes. Self-plagiarism is the notion where a student uses his or her previous works for future or subsequent assignments. This is so when a student or a person tries to use his or her previous thoughts and ideas or opinion so as to answer questions or do research in future assignments and academic works.

America Should Lower the Drinking Age Essay Example for Free

America Should Lower the Drinking Age Essay The National Minimum Drinking Age Act of 1984 prohibits States from allowing people under the age of 21 from purchasing or publicly possessing alcoholic beverages (Alcohol Policy Information System). Supporters of having 21 as the minimum drinking age point out that between 1982 and 2001, there was a 60% decrease in fatal alcohol-related crashes for drivers ages 16-17 and a 55% decrease among drivers aged 18-20 (Elder and Shults 169). However, while the number of traffic fatalities may have declined, the higher drinking age has also been associated with other problems, including an increase in binge drinking resulting in the death of a growing number of college students (Roan F-1). Instead of focusing almost exclusively on minimum age drinking laws for the reduction of alcohol-related traffic fatalities, law makers should look at the larger picture regarding alcohol use among young adults. If eighteen-year-olds are mature enough to choose whether or not to enlist in the military, then they are mature enough to be expected to be responsible with alcohol. The national minimum drinking age should be lowered to 18. The goal of minimum age drinking laws is to reduce the number of alcohol-related fatalities. As Elder and Shults pointed out, there has been a significant reduction in alcohol-related traffic fatalities since minimum drinking ages were raised to 21. Correlation, however, is not necessarily the same as causation. Other factors may have also contributed to the reduction in fatalities. The effects of improved drivers education, an increased public awareness of the effects of alcohol on driving, and stiffer penalties for all driving under the influence must also be considered. Elder and Shults also noted that among drivers age 21-24, there was a 41% decrease in alcohol-related traffic fatalities during this same period and that drivers over the age of 25 had a 39% decrease. Because these older drivers were not affected by the minimum age law, these reductions in traffic fatalities can only be attributed to education and law enforcement. Rather than promoting the responsible use of alcohol, minimum age laws actually have the opposite effect. Before drinking laws were put into place, the drinking behaviors of adolescents and young adults were controlled by family traditions, community expectations, peer groups, and self-restraint (Ford). While this system did not eliminate the problems of alcoholism and other alcohol-related complications, it did present alcohol as a normal part of the young adults environment. Minimum age drinking laws have attempted to remove alcohol from this environment. As a result, students are more likely to abuse alcohol when it is available. There has been a dramatic increase in binge drinking among college students (Courtney and Polich, 142). Concern for this problem led more than 100 college and university presidents to call for a new debate on lowering the drinking age (Roan). Finally, unenforceable minimum age laws undermine the credibility of law enforcement. The inability of young adults to purchase obtain alcohol legally means that students and other young adults who drink must resort to illegal activities in order to obtain alcohol. Yet despite these legal barriers, many students obtain alcohol with no legal consequences. As a result of this policy, students learn that laws can be circumvented and that law enforcement can be rather selective in choosing which laws will be enforced and which violations will be overlooked. Over time, students may apply this same belief to drug laws, driving laws, and other laws that they believe are not likely to be enforced. Enforcement of the law also places a burden on law enforcement agencies and prevents police from pursuing other illegal activities that are potentially more harmful to the community. Conclusion The National Minimum Age Drinking Act was signed into law in 1984. In many ways, the law reflects Americas political lurch to the right that occurred during the 1980s under President Ronald Reagan, the Moral Majority, and other socially conservative elements that were in power at the time. These groups knew that there were limits to their ability to legislate morality. Prohibition during the 1920s proved that outlawing alcohol would not work. They were, however, successful in passing the minimum age drinking law, a form of prohibition that was limited to people under 21. Minimum age drinking laws are an example of what happens when lawmakers try to legislate morality. By virtually any measure, the current minimum age laws are no more effective than Prohibition was during the 1920s. These laws, like the 18th Amendment, should be repealed. A better solution for Americas alcohol problem would be to educate young people about the responsible use of alcohol, including the potential risks that are associated with this drug and the penalties that people face when they abuse alcohol. This type of knowledge does not magically appear when someone turns 21, but is the result of a culture that gradually prepares the individual to accept the responsibilities of adulthood. Lowering the drinking age to 18, for example, would allow colleges to serve alcohol at official events where student drinking could be monitored and problems could be addressed before they result in a medical emergency. Eighteen-year-olds are old enough to vote, to marry, to enlist in the military, and to sign a legally binding contract. If they are old enough for those adult responsibilities, then they are old enough to decide whether or not they want to drink. Works Cited Alcohol Policy Information System. The 1984 National Minimum Drinking Age Act. National Institute on Alcohol Abuse and Alcoholism, U. S. Department of Health and Human Services. Online. Undated. 15 March 2009. http://alcoholpolicy. niaaa. nih. gov/index. asp? SEC=%7B9937ACFC-DB3A-4159-B068-A302CEEE0EDF%7DType=B_BASIC Courtney, Kelly, John Polich. Binge Drinking in Young Adults: Data, Definitions, and Determinants. Psychological Bulletin 135. 1 (2009): 142-156. Elder, RW and RA Shults. Involvement by Young Drivers in Fatal Alcohol-Related Motor-Vehicle Crashes – United States, 1982-2001. JAMA 23. 2(2003):169-170. 8 January 2003. 15 March 2009 http://jama. ama-assn. org/cgi/reprint/289/2/169 Ford, Gene. Why We Should Lower the Drinking Age to 19. Alcohol: Problems and Solutions. Sociology Department, State University of New York, Potsdam, NY. 2007. 15 March 2009. http://www2. potsdam. edu/hansondj/YouthIssues/1046348192. html Roan, Shari. A Lower Legal Drinking Age? Health Experts, College Presidents Debate. LA Times. 1 September 2008. 15 March 2009 http://articles. latimes. com/2008/sep/01/health/he-drinking1? s=gn=nm=Broadrd=www. google. comtnid=1sessid=d49a16c9fafce18046e3bd9ba60cef8d9fdf7a4fpgtp=articleeagi=page_type=articleexci=2008_09_01_health_he-drinking1pg=1

Magic And Science :: essays research papers

Many events were unexplainable and maybe even seemed to be magical before science evolved to what it is today. All questions relating to the origin of life can be answered scientifically. One may question their beliefs based on scientific theory. Human life can be broken down to fundamental theory. Not only geological or biological, but also all events can be answered scientifically. Magic and magicians have certain function in society. The impossible becomes unexplainable, whether it is fact or fiction. But truly in the minds of magicians, their purpose in life is to leave a mystery, a mystery that science is unable to explain. They leave their mark and give people something to think about, a mark which will never be forgotten. Although magic is able to deceive the minds of many, few understand its effect of misdirection of the human mind.   Ã‚  Ã‚  Ã‚  Ã‚  The first accounts of magic were recorded around 1700 B.C. It appeared on the Westcon Papyrus and was recorded by an Egyptian chronicler. Stories of magic were handed down for centuries (Blackstone, 12). It has made a profitable living for soothsayer and gypsies, but there are times when magic was a form of entertainment. During the seventeenth century magic has become a living for some entertainers. Jugglers, wizards, and fortunetellers often appeared as scrub than a man of talent. These respected entertainers attracted lots of attention, not only because of their flaming clothing, but also because of their talents. In time there were traveling performers. Magicians dressed up and traveled for town to town, setting up stages and booths attracting the attention of the people, as well as their money. Pretty soon this sorts of entertainment was everywhere. At fairs they perform when they attract a crowd, then they passed around a hat for donations as if they were be ggars. They appeared in places like the market place, street corners, and even adult entertainment bars (Blackstone, 19).   Ã‚  Ã‚  Ã‚  Ã‚  We have seen magic as a form of entertainment, from making someone disappear, to sawing a girl in half. But all great illusions have an explanation. â€Å"Magic, as we have seen, is about power- a seemingly magical power used and expressed by a skilled actor to create the illusion of miraculous happenings’. But the most mysterious part of magic is how these miraculous happenings are performed. The real power of magic lies within the native effects themselves (Blackstone, 117).   Ã‚  Ã‚  Ã‚  Ã‚  Magicians refer magical appearance of an object as a production.

Advergames

Synopsis Advergames – Advertising into your subconsciousness Disposition This paper investigates how advergames and anti- advergames have made a ground in our culture. I will explore how the anti- advergame movement utilizes the procedural rhetoric in order to create awareness. Furthermore I will come to a conclusion about why or if we need the anti – advergame movement. What exactly is advergames? Advergames is a great way to reach out to the consumers in a subconscious manner. Advergames are video games which contains advertisement for a product, service, or company. – Advergames are created to fill out a purpose – often to promote the company or one of the products. These games are often distributed freely as the game is a marketing tool. – Advergames can also be less obvious in their advertisement with product placement in the game. The video games is an alternative form of advertising with some advantages: they are cheap, fast, and have an extr aordinary peer-to-peer marketing ability. Advertising within a video game allows for more exposures to the product than traditional ads because, according to Ellen Ratchye– Foster, a trend analyst for Fallon, â€Å"anyone who buys these games devotes weeks and weeks to getting through their levels. † This means that the consumer will see the advertisements over and over while they play, thus it may resonate with them. †1 Product placement – â€Å"Product placement in-game-advertising is most commonly found in sports titles and simulation games. For advertisers an add may be displayed multiple times and a game may provide an opportunity to ally a product's brand image with the image of the game. – Such examples include the use Sobe drink in Tom Clancy’s Splinter Cell: Double Agent – While product placement in film and television is fairly common, this type of in-game advertising has only recently become common in games. â€Å"2 1 http ://advergamingtoday. blogspot. com/2006/02/just-product-placement. html 2 http://en. wikipedia. org/wiki/Advergaming What is anti – advergames? Anti- advergames are games that challenge players to rethink their relationship with consumption and encourage corporate critique. â€Å"Advertisers, governments and organizations mount huge campaigns to show us what they want us to see, and we want to expose what they're hiding,† 3 In order to create awareness for the consumer (or more precisely the player) molleindustria. org and others create anti – advergames. The video games satirize big companies and question corporate polices ranging from how cattle are raised (The McDonald’s Videogame) to low pay for workers (Disaffected! . â€Å"I've always had a complicated relationship with advertising,† Bogost said. â€Å"It's everywhere, and it's becoming more and more parasitic. Yet, because it's everywhere it has the power to influence people positively as well as negatively. † 4 When attempting to sell games as a persuasive medium, those in the business early on found it useful to refer to this class of games as serious games. Ian Bogost wrote the book †Persuasive games† where he analysed the rhetoric these games used in their attempt to share information. Persuasive games – Ian Bogost †A book about how videogames make arguments: rhetoric, computing, politics, advertising, learning. In Persuasive Games, Ian Bogost explains how companies with the video game as a medium can make arguments and influence players. The games represent how the real and artificial/imagined systems work, and the players are invited to an interaction with the system to form an opinion about them. Bogost analyses the unique functions of rhetoric in software and especially in videogames. He argues that videogames because of their representation of procedurality open a whole new domain for persuasion, a new form for rhetoric. 5 3 http://www. molleindustria. org/node/149 4 http://www. molleindustria. org/node/149 5 http://www. bogost. com/books/persuasive_games. shtml This new form is called â€Å"procedural rhetoric† and is a form of rhetoric that is tied to the core affordances of computers which is running processes an executing a rule-based symbolic manipulation. 6 Procedural rhetoric is the practice of authoring arguments through processes. Computer games are interesting in this regard because they are some of the most complex processes that exist. †Covering both commercial and non-commercial games from the earliest arcade games through contemporaty titles, I look at three areas in which videogame persuasion has already taken form and shows considerable potential: politics, advertising, and education. The book reflects both theoretical and game-design goals. †7 The McDonald’s Videogame example McDonald’s video game is a good example of procedural rhetoric. The game was designed to persuade you that McDonald’s business model is corrupt. The McDonald’s Videogame mounts a procedural rhetoric about the necessity of corruption in the global fast food business, and the overwhelming temptation of greed, which leads to more corruption. In order to succeed in the longterm, the player must use growth hormones, he must coerce banana republics, and he must mount PR and lobbying campaigns. â⠂¬ 8 The game makes a procedural argument about the inherent problems in the fast food industry, particularly the necessity of overstepping environmental and health-related boundaries. Critical Play – Mary Flanagan While Ian Bogost's procedural rhetoric explore the expressive processes in video games, Mary Flanagan examines the theories of critical play which considers how designing a play space in a 6 7 8 9 http://www. bogost. com/books/persuasive_games. shtml http://www. bogost. com/books/persuasive_games. shtml The Rhetoric of video games, Ian Bogost p. 127 The Rhetoric of video games, Ian Bogost p. 127 video game can be a kind of social activism. Definition of critical Play To Flanagan, critical play â€Å"means to create or occupy play environments and activities that represent one or more questions about aspects of human life,†10 and â€Å"is characterized by a careful examination of social, cultural, political, or even personal themes that function as alternates to popular play spaces. [†¦] Thus the goal in theorizing a critical game-design paradigm is as much about the creative person’s interest in critiquing the status quo as it is about using play for such a phase change†11. The connection that this process has with social activism is that the games that people play and how they play those games change in response to culture. The doll example A simple example of critical play in a natural setting is playing with dolls. They are often used to enforce gender roles and stereotypes, many young girls today and in the early days of the doll industry would use dolls to break down social roles. Violent fantasies, macabre funerals, and other forms of changing the way play worked with dolls provides a striking example of critical play in its natural form. 2 10 Critical Play: Radical game design, Mary Flanagan, p 6 11 Critical Play: Radical game design, Mary Flanagan, p 6 12 http://www. popmatters. com/pm/post/128966-mary-flanagans-critical-play Anti – advergames Ian Bogost is one of the founding fathers of anti- advergames and in his book Persuasive Games he describes how procedural rhetoric can be used to understand the problems in our culture. â€Å"Disa ffected! Does not purport to proceduralize a solution to Kinko's customer service or labour issues. But its procedural rhetoric of incompetence does underscore the problem of disaffection in contemporary culture, on both sides of the counter. We're dissatisfied or unwilling to support structures of authority, but we do scarcely little about it. We go to work at lousy jobs with poor benefits and ill treatment. We shrug off poor customer service and bad products, assuming that nothing can be done and ignoring the reasons why workers might feel disenfranchised in the first place. We take for granted that we can't reach people in authority. These problems extend far beyond copy stores. Disaffected has, like the McDonald’s video game, no solution to how we change the problem. The game attempts instead to inform and educate the users by using the procedural rhetoric, showing how the organisation/world through processes affect everyone. The question is, does anti – advergames really have the effekt that Bogost and other gamedesigners think it does? Its a question with more than one side. On one hand people do get a better understanding of the structure and the core of the message but how is that different form any other campaign? On the other hand we already know that Billion dollar companies may be a little rough around the edges and that morally the best thing (in a perfect world) would be to avoid the products and companies altogether. So why do we need anti – advergames to inform us about the dangers? The point is to create awareness. There arent any (easy) solution to the problems so the next best thing is to make people aware of how the system works so that we dont stand idly by. This does not mean that the anti- advergames are created in a belief that the user, by playing the video game, is fully enlightened on completion of the game. Often the player already has insight in how the system works as the people who aren't interested in the critique wont be interested in the game either. None the less designers like Ian Bogost and Paolo Pedercini (molleindustria. org) feel their work will have some effect. At the very least, they contend, players might start thinking about corporations in new ways. The games, Pedercini said, â€Å"can make people ask some questions, and for instance read a book or consider that there are a lot of motivations to change their lifestyles. â€Å"13 Brad Scott, director of digital branding at Landor Associates has an other opinion: â€Å"I don't know that they would have that negative effect on the brand,† Scott said. â€Å"You can almost use it as, ‘Boy, we've become such an icon as a brand that we're being mimicked by video games. † 14 I cant say which statement I think is correct but I think that advergames are a great way of advertising. There is an enormous amount of people who play video games, â€Å"according to the Interactive Digital Software Association, as many as 60% of Americans over age 6 play them. Putting that statistic together with the number of people using the internet, you have a phenomenal amount of people you ca n market to. â€Å"15 This great area of potential would of course be a great place for marketing, both commercial and non-commercial. It would be a waste not to utilize it especially if the people aren't as offended or as immune as to other of the more traditional methods of advertising. 13 http://www. molleindustria. org/node/149 14 http://www. molleindustria. org/node/149 15 http://advergamingtoday. blogspot. com/2006/02/just-product-placement. html 7 Digital Kultur Conclusion Advergames are becoming more and more popular as the availability to the internet increases. The video game is like any other media being used to the benefit of the marketing industry and why not? The anti – advergame movement with Ian Bogost criticise the marketing industry for being omnipresent and overpowering in its behaviour but is itself a game that has an agenda. Despite all, the anti – advergames are needed. The goal is not to come up with a solution, but to create awareness, and that is exactly what they do. We have an anti advertising forum in any other media, why not in the video games? 8 http://advergamingtoday. blogspot. com/2006/02/just-product-placement. html http://en. wikipedia. org/wiki/Advergaming http://www. molleindustria. rg/node/149 http://www. bogost. com/books/persuasive_games. shtml http://www. popmatters. com/pm/post/128966-mary-flanagans-critical-play http://www. molleindustria. org/node/149 Texts Ian Bogost, ‘The Rhetoric of video games, in The Ecology of Games: Connecting Youth, Games, and Learning, Cambridge, MIT Press, 2008 Ian Bogost, ‘Procedural Rhetoric' [extract], in Persuasive Games: The Expressive Power of Videoga mes, Cambridge, Mass. : MIT Press, 2007 Mary Flanagan, ‘Introduction to Critical Play', in Critical Play: Radical Game Design, Cambridge, Mass. : MIT Press 2009 9