Mircea Eliade on Religion - 1822 Words

Mircea Eliade On Religion Several people find Mircea Eliade’s view on religion similar to Emile Durkheim’s, but in truth, it is similar to Tylor and Frazer’s. One of Eliade’s major works was The Sacred and the Profane. In his writings he explains that his understanding of religion are two concepts: the sacred and the profane. The profane consists of things that are ordinary, random, and unimportant, while the sacred is the opposite. The sacred â€Å"is the sphere of supernatural, of things extraordinary, memorable, and momentous† (Pals 199). When Durkheim mentioned the sacred and the profane, he was concerned about society and its needs. In Eliade’s view, the concern of religion is with the supernatural. To Eliade, the profane doesn’t hold as†¦show more content†¦He believed adamantly in the autonomy of religion. When discussing religion eliade believed religion consisted of the profane and the sacred. The profane consisted everyday business, things ordinary, random, and largely unimportant, whereas the sacred consisted of the supernatural, of things extraordinary, memorable, and momentous. Although the terms of the profane and the sacred are familiar in the works of Durkheim there is a subtle difference in the way they both apply the terms to religion. Durkheim considers the talk of the profane and sacred in the way it makes people aware of their social duties whereas eliade considers the talk of profane and sacred firmly entrenched in the supernatural. Eliade based all his observations of religion on the archaic man. He believes to truly understand and study religion we need to study the archaic man or people in today’s societies who live like the archaic man, those who hunted, fished, and lived off nature as their primary way of life. Archaic man, as eliade suggests, looked to the sacred to provide the very framework within which they think, the values which they admire, an models or ‘archetypes’ th ey choose to follow whenever they act. Eliade supposes that the archaic man chooses to live life in the model of the divine because they have a deep nostalgia for paradise, a longing to be brought close to the gods, a desire to return to the realm of theShow MoreRelatedAboriginal Australia as a Dream Culture738 Words   |  3 PagesAboriginal Australians general culture and their conceptions of â€Å"Dream Time.† In his discussion of religion, Mircea Eliade describes a concept of Cosmos vs Chaos (Eliade 1957). In this notion an unordered world is chaotic only until is it transposed during a sacred time: â€Å"By occupying it and, above all, by settling in it, man symbolically transforms it into a cosmos though a ritual repetition of the cosmogony† (Eliade 1957:31). In other words until a land is tamed or created it is considered unordered. ThisRead MoreHumberto Garcia Religion 110 Professor W. Raver Popol Vuh Myths organize the way we perceive and700 Words   |  3 PagesHumberto Garcia Religion 110 Professor W. Raver Popol Vuh Myths organize the way we perceive and understand our reality. Myths grant stability to a culture, and in this respect; serve to explain the unexplainable. From Barbra Sproul’s perspective, creation myths reveal basic religious concerns pertaining to how the universe was formed, and how people or societies are fashioned. Myths speak of the transcendent and unknowable aspects in a drama that attempt to reveal and give reason to human existenceRead MoreCan a Definition of Religion Be Academically Useful? 630 Words   |  3 PagesA definition of Religion is and can be academically useful. It’s the same as with science as it is with religion, the ability to have a definition, creates academic validity for the subject. One has the ability to point to a certain section or a topic of a book and then support themselves with a fundamental definition. Now the problem that arises in religious studies is that the definition is not always accurate or consistent. Many different a cademic scholars and writers have their own beliefs andRead MoreReligion Provides a Humane Society as a Whole Essay721 Words   |  3 PagesWhere does religion come from and what is its function? This simple question has been studied, defined, and debated by a variety of individuals with differing schools of thought throughout history. Although the conjunction of different ideologies from many of these theorists would provide the most comprehensive solution to this question, Mircea Eliade’s theory as a whole most convincingly addresses this question compared other separate theories as a whole. In particular, Eliade’s emphasis of studyingRead More The Protestant Ethic and the Spirit of Capitalism by Max Weber1103 Words   |  5 PagesWeber saw religion from a different perspective; he saw it as an agent for change. He challenged Marx by saying that religion was not the effect of some economical social or psychological factor. But that religion was used as a way for an explanation of things that cause other things. Because religious forces play an important role in reinforces our modern culture, Weber came to the conclusion that religion serves as both a cause and an effect. Weber didn’t prose a general theory of religion but focusedRead MoreThe Sacred And The Profane2581 Words   |  11 Pagesplaces become associated with a divine presence, and are ultimately labeled as sacred for a particular religion. In The Sacred and the Profane, Mircea Eliade describes the key elements that define a space as sacred rather than profane. He stresses his belief that not all space is homogenous, and that there are certain places that hold more significance and importance than others. Not only that, Eliade also introduces the idea of the axis mundi, a relative center of the earth that serves as a point ofRead MoreChristianity and The Lutheran Religion847 Words   |  3 PagesThe Lutheran religion was originally branched from Christianity, and is a massi ve Protestant denomination currently. Nearly 66 million people worldwide practice this religion (Lutheranism). Lutheran has a membership which exceeds any other Protestant denomination. Germany is the primary Lutheran country, as it was from the start (Martin Luther 1483-1546, BBC). This religion dates back to 1517, the founder of this religion was Martin Luther (McHugh, John). Martin Luther was born on November 10thRead MoreMax Weber’s and Mircea Eliade’s Disagreement with Durkheim, Marx and Freud1730 Words   |  7 Pagestheorists that tried to reduce religion to simple explanations. Marx explained religion as a phenomenon created by economic position meant to give reason to people’s social economic position and thus provide them satisfaction, while they are promised salvation in paradise. Durkheim reduced religion as something created by the social interaction of people, thus making religion a social phenomenon, in which people interact and have rites. Freud, on the other hand, explained religion as being neurotic due toRead MoreEmile Durkheim And Mircea Eliade1117 Words   |  5 PagesÉmile Durkheim and Mircea Eliade have dissimilar understandings of religion. Emile Durkheim did not have an interest in a belief system or the cognitive approach. He dismissed the study of how particular beliefs lead to certain practices and adop ted a functionalist approach. He does not acknowledge the belief in God, rather focuses on what religion does within society. He believed that individuals encompassed a more pure form and focused on the essential structure of religion. His theory of totemismRead MoreThe Interpretation of Aboriginal Dreams 567 Words   |  2 Pageswhen the Supernatural Beings appeared and began to transform the world, wandering across immense territories, producing plants and animals, making man as he is today, giving him his present institutions and ceremonies-this epoch was the â€Å"Dream Time† (Eliade 1957:43). This process unlike Western modes of Dreams does not take place in a slumber state or strictly out of the unconscious thought. Dreams and there psychological origin have been analyzed and interpreted by people such as Freud in The Method

Analysis Of Elizabeth I s Speech - 975 Words

The subject of gender appears as one of the main topics these three samples of Elizabeth I’s speeches. While she commonly mentions gender to sound humble and motherly, she also combines her gender with her knowledge to drive her points when explaining or avoiding topics, influencing the people’s opinion, and rallying the people. Some of these ideas have been captured in her portraits. Elizabeth uses her gender and knowledge to make herself appear as a humble queen who knows she does not deserve the crown while still using this information to her advantage. Right at the beginning of her Speech to the Commons, Elizabeth explains that, â€Å"The weight and greatness of this matter might cause in me, being a woman wanting both wit and memory, some fear to speak and bashfulness besides, a thing appropriate to my sex. But yet the princely seat and kingly throne wherein God (though unworthy) hath constituted me†¦Ã¢â‚¬  She uses this tactic to explain why she cannot answer Parliament’s concern about her single state. She also mentions â€Å"a philosopher whose deeds upon this occasion I remember better than his name†¦Ã¢â‚¬  By using this philosopher’s deeds and her gender, Elizabeth creates a solid argument. While it is possible that she did forget the philosopher’s name, pretending to have forgotten his name would have also strengthened her argument of using her gender to stay her answer. She also shows humility in The â€Å"Golden Speech† when she speaks about the Lower House discovering the harmShow MoreRelated Analysis of film Shakespeare in Love Essay1158 Words   |  5 PagesAnalysis of film Shakespeare in Love The film Shakespeare in Love shows that even in the 21st century Elizabethan drama impacts its audience as it did in the 1500s. The film captured England and the important influence of Elizabeth I during the Renaissance period. Even though Queen Elizabeth didnt have a major role in the film, her characteristics were displayed through the main heroine, Lady Viola. Lady Viola and Elizabeth were both courageous, well-educated women of the upperRead MoreThe Crucible By Arthur Miller998 Words   |  4 Pagesâ€Å"I want the light of God, I want the sweet love of Jesus! I danced for the Devil; I saw him, I wrote in his book; I go back to Jesus; I kiss His hand. I saw Sarah Good with the Devil! I saw Goody Osburn with the Devil! I saw Bridget Bishop with the Devil!† This is when Abigail Williams confesses to being a witch. This outburst shows the hypocrisy in Salem as well as ignorance towards the idea of the witch trials. Beginning with confessions of a meeting with t he devil, continuing with declaringRead MorePride And Prejudice By Jane Austen1442 Words   |  6 PagesIn Pride and Prejudice by Jane Austen there are several characters that at initial glance seem only to serve as a comparison point for Elizabeth Bennett’s shortcomings and successes. Mary Bennett, the middle Bennett sister, serves as a contrast to Elizabeth Bennett; the two sisters despite having many commonalities are handled quite differently in the text. Mary is used a reflection of what a woman who seeks a husband ought not to be. She has for too long studied the behavioral books for young ladiesRead More`` Fate `` By Ralph Waldo Emerson1441 Words   |  6 Pagesworkforce. In the nineteenth century, Transcendentalist s like Ralph Waldo Emerson committed to reforming traditional religion, belief in self-reliance, a willingness to remain optimistic, ideal morality and a worship of nature. Danny Heitman, Ralph Waldo Emerson: Beyond the Greeting Cards, Humanities 3 (May/June 2013): 1-3, accessed June 23, 2017, https://www.neh.gov/humanities/2013/mayjune/feature/ralph-waldo-emerson. That is, Emerson s participation in the Transcendentalism movement was toRead More A Character Analysis of Elizabeth Bennet Essay examples1591 Words   |  7 PagesA Character Analysis of Elizabeth Bennet Throughout Jane Austen’s novel Pride and Prejudice , there are many references to the unusual character of Elizabeth Bennet ; she is seen to be an atypical female during those times. Wit , bravery , independence , and feminist views all describe a most extraordinary model for women. Pride and Prejudice is a humorous novel about the trials of marrying well in the early eighteenth century. ItRead MoreLeadership Is Not Changed Over The Course Of Time952 Words   |  4 Pagesa compare and contrast method of analysis, one can glean the common traits of a leader from Shakespeare’s Macbeth, Thomas More’s Utopia, and Queen Elizabeth’s speech to the Spanish Armada. Leadership can be defined as a person who is able to relate to their subjects, accept their responsibilities as a leader, and has a following of supportive people. In Queen Elizabeth’s speech to her troops at Tilbury, she evinces her positive leadership ability. Queen Elizabeth was well known, by the public, forRead MoreFrankenstein Major Works Data Sheet Essay1125 Words   |  5 PagesHistorical background: Europe in the early 1800’s was not ideal, but it was evolving.    Upper class men held the power in many governments, including England’s, while women were considered to be of a much lower social standing. Women held few rights and had few choices in life. Most of them just served the men in their lives including fathers, brothers, and husbands. Society as a whole in Europe suffered from famine and typhus disease in the early 1800’s. Characteristics of the Genre: Gothicism:Read MorePride And Prejudice By Jane Austen1285 Words   |  6 PagesPride and Prejudice Analysis I.Introduction Jane Austen wrote her novels during the time period known as the Regency. The Enlightenment and the Age of Reason, a time where ideas like democracy, secularism, and the rise of developing sciences were making their way across Europe had come to an end.It was replaced with the wave of horror that was the French Revolution, a once minor revolt that escalated into a violent war, concluding with the rise of Napoleon, which whom England fought against the majorityRead MoreSignificant Improvement : Things That I Have Learned From English 10101105 Words   |  5 PagesImprovement: Things that I have Learned from English 1010 Have I improved from when the class started to now? Or have I remained the same or worse have I become a worse writer and reader? These are questions that need to be answered by a self-reflection and evaluation. One must always set goals and analyze their growth or the lack thereof. The analysis of progress helps show how far one has come, and it also helps the rate of improvement accelerate. Throughout this semester, I have improved my writingRead MoreShirley Chisholm Speech Analysis1189 Words   |  5 PagesShirley Chisholm Analysis Speech In the speech, Equal Rights for Women by Shirley Chisholm, main rhetor in the speech. She is the first African American woman to be elected to Congress. She is part of the House Representative in Washington D.C, from May 21, 1969, to 1983. She entered the primaries for the Democratic nomination for the presidency in 1972. Chisholm purpose is to fight for equal rights for all citizens, most specifically women. She wants to help as an advocate by providing more

Advertisement Analysis Report free essay sample

The appeal refers to the argument that, in this case, the advertisement is presenting about a specific product by logical appeal or emotional appeal or ethical appeal. Again the report discusses whether the ads are informative, persuasive or just reminding. To analyze on advertisements I choose several industries including telecom, food and beverages, banking sector etc in Bangladesh to analyze the products or services of Bangladesh. Food and beverages industry In our country’s perspective we see a lot of ads of food and beverages as TV commercial, RVC, on billboards, banners, newspaper or through direct mail. Here is an analysis of some food and beverages. Pepsi Pepsi is a well known beverage brand in the world which positioned itself as a sporty and a brand for the young people. In short, Pepsi see itself as a part and parcel of the young people’s life. In Bangladesh Transcom Beverage is the licensor of Pepsi. Because of the world cup 2011, Pepsi has conducted an IMC campaign that involves some popular cricketers and their special moves. Pepsi is actually sponsoring those special shots or delivery. In Bangladesh, Pepsi sponsors the Super Scoop shot of Bangladesh captain Shakib Al Hasan. In our discussion we would analyze the total IMC campaign of Pepsi in Bangladesh for this super scoop shot. TVC: In the TV commercial we see that Shakib is learning a game from a girl. The game is known as Kutkut in this region. In the story we see that the girl is teaching Mr. Shakib Al Hasan how to throw the stone in the right place. In the starting scenes the TVC shows Shakib Al Hasan has failed to throw the dice properly. This incident results into the girl’s annoyance. In the final scene the girl taught Shakib to bend in front and throw the stone hard measuring the distance properly. Mr. Shakib had thrown the stone properly. Then the girl handed a bottle of Pepsi and told him that use this trick in playing the shot in the world cup. So, what is the shot and what is the relevance between playing a cricket shot and throwing a stone? Here comes the best part. That is, SHakib Al Hasan threw the stone by bending himself in front. In cricket he has a special shot called super scoop, which is played by the same body movement. The message for the total TVC is Change The Game, and the sub message of Shakib’s ad is Shamne Jhuke Jore Pichone. The target audience of this ad is definitely the young people who love cricket and love Mr. Shakib Al Hasan. The ad hit the esteem need of Maslow’s need hierarchy theory. The length of the TVC is 1 min 8 seconds. It is shown between the news time as well as the talk shows related to sports. Radio: In the radio stations the ad does not broadcasted too much. If it is broadcasted it has no specific program. The message remains same in the Radio commercials as well. Print meadia: In the press ads the advertisements are basically placed in the third page of the national dailies. Pepsi used to place it in the bottom part with covering the eighth columns. Among the national dailies the advertisement typically is given in Prothom-alo, Kaler Kantha and The Daily Star. Moreover, the ad is also placed in the sports page. Outdoor: Pepsi has covered almost every important parts of the Dhaka city. It placed the billboards in the airport road, beside mohakhali flyover, in Bijoy Shoroni as well as in the Mirpur road. The Billboards actually feature 3 Bangladeshi cricketers, Tamim Iqbal, Shakib Al Hasan amp; Mashrafee Bin Mortaza. At the top of every billboards there is the message, Change The Game. My Findings and comments: After analyzing all the ads I found that Pepsi has actually developed a very good IMC campaign which can ultimately increase their sales. In the time of the world Cup fever, every people would love to drink a Pepsi and think that I am in the part of changing the game. Moreover, the TVC message matches the positioning of the Brand and it has convincingly contributed to match the Brand Image with the Brand Positioning. In essence, the ad perfectly hit the need of the target audience. By drinking a Pepsi, every fan would think that they are drinking a beverage which Shakib used to drink. Thus they partially fulfill their esteem need. Maggi masala: Maggi masala is a new product of Maggi Company, before magi masala there were ads of Maggi noodles and soup. Here we are going to discuss about the ad of Maggi masala. TV commercial: The TVC shows that a little boy gets scholarship and journalists of many newspapers come to their home to take photographs of that boy with his parents. Then his mother said about the secret of her son’s merit that she cooks with Maggi masala full of various types of vitamins. The objective of the commercial is to inform audience and customers about their new product. The features the model talked about in the ad are various vitamins included iron, vitamin B etc. She informs audiences that to make sure the nutrition of her family health issue she uses maggi masala. Advertiser is trying to create a brand and company image among its customers, especially among families. They mainly targeted housewife mothers who regularly cook foods for her family keeping the proper nutrition fact in mind. They are regularly broadcasting the ad in various channels especially when housewives watch TV like morning after 10 a. m. I observed that they are showing the ad in the break of the TV serials as the audiences of these serials are mostly housewives and family members. Radio: They are broadcasting the same ad on radio on a regular basis. They are broadcasting the ad at morning and various other times to inform audiences about their new product. Print media: They regularly print this ad on newspaper and magazines. In newspaper they usually print this ad on the supplementary pages where various cooking features are published. Besides in main paper they sometimes print it on front and last page on the bottom. Again I saw the ad printed on magazines which are targeted for the woman customers who actually buy this type of products. In magazines they print it on last page or sometimes in the very middle covering the whole page. Outdoor media: Outdoor media refers to the billboards, banners, danglers etc on the sideway of roads. Maggi masala advertiser put their outdoor campaign focusing on retailer shops; they have their ads besides shop’s name to catch the eye of the customers who buy regular products from grocery Shops. Besides they put maggi product’s ads on billboard in busy roads where two or three roads connected to reach mass customers. Direct mail: I did not yet saw any direct mail campaign by Maggi Company for any of their products. Findings and comments: Advertiser has chosen the persona of the commercial Moushumi and Mosharraf hossain, who are very famous TV actor and actresses. Besides they show emotional drama to catch family emotional bondage. Happy mother showed audiences how she prepared his son for getting scholarship which can properly target the conscious mother. I think they are utilizing the right time to broadcast as their target to reach the family members and housewives by showing the ad in the break time of serials. As Maggi is already a well known brand in our country it is quite easy for them to create a positive attitude toward the new product they introduced. The commercial gives it audiences a positive feeling towards Maggi by showing family environment and inspiring situation. This affective component may lead to behavioral component leading to a buying behavior. Different useful vitamins and iron of Maggi masala may encourage customers to use Maggi masala. Moving to the cognitive component may build customers knowledge about Maggi and WOM communication. My personal findings say that it can reach its customer segment properly and soon will get positive feedback. Telecom industry This is one of the fastest growing industries in our country. The types of Telecom Company in our country are Grameen Phone, Banglalink, Airtel, Robi, Citycell etc. Grameen Phone: GrameenPhone is the leading telecom company in Bangladesh. They have the best network in contemporary days. They broadcast and show a number of ads in every media possible. TV commercial: The TVC shows that a woman in a village missing her husband who stays away from the village. It shows that the woman doing all her jobs along with missing her loving husband. The objective of the ad is to inform audiences and customers about their network. It tells that everything seems unimportant when ones’ loving one is not around. As the ad is specially made to inform about their exclusive network, their target is to persue every person who uses mobile phone. Grameen phone always emphasizes on better network, they try to create a position in consumers’ mind through better network, and this ad is one of those ads that try to make a brand poisoning of better network in telecom sector in the mind of consumers. The ad is emotional as the tagline of grameen phone is â€Å"kachhe thakun†, they can better fit emotional ads with this. The particular message of this ad is â€Å"batash brishti alor shob ayojon e bertho hoye jay Jodi priyojon pashe na thake†. The commercial is shown almost all the Bangladeshi channel such as ntv, ETV, Rtv and so on. The frequency of the ad is also high so some audience might also accidentally get exposed to the commercial. The length of the ad is 2 minutes 6seconds though they do not show the total ad all the time. The ad is being broadcasted frequently mostly at night. Radio: They are broadcasting the same ad on radio on a regular basis. The message is same in radio also. They are broadcasting the ad at various times to inform and remind audiences about their better network. Print media: Grameen phone regularly posts many ads in various newspapers about their various features. As a telecom company like others they usually print various features and services related ads. Thus they do not print much this ad in newspapers as it just inform about their better network everywhere even in rural place. Outdoor media: The ad is mainly placed at airport road, banani road and other important places. On the billboards they placed a picture of a rural woman talking over phone. There is only one message written the tagline of Grameen phone â€Å"stay close†. Findings and comments: The total ad shows a rural environment where a young woman missing her husband. The rural place gives the message of grameen phone’s better network at villages and the emotional story regarding the woman is properly fitted with their tagline â€Å"kachhe thakun†. The ad tries to shows no matter what the weather is, consumers will still can be connected with their loved ones. I think as in towns and cities people are appropriately aware of and using mobile phones, thus Grameen phone is now targeting rural people to inform and influence about their service with better network than others. The ad is broadcasting randomly to reach all their existing customers and to influence others. I think the ad is very beautifully produced as the ad is really well known and already famous. The ad’s insight hit the Maslaw’s third step of hierarchy needs as it is an emotional ad including love, affection and belongingness. It is an informative as well as persuasive ad for the rural people which make them feel and need of staying close with their loving relatives and also the matter that it is possible. Grameen phone randomly broadcasts the ad to reach mass audiences and also having lots of billboards besides highways. One thing that seems me kind of annoying that there are same billboards continuously containing same picture and message on roads. They tried to make positive attitude of customers toward Grameen phone through a nice and beautifully produced emotional ad. They tried to influence rural people for behavioral component of attitude which can lead the people of rural areas to switch or buy their services. They successfully showed Maslow’s social need of hierarchy level. Airtel: The fastest growing telecom company which recently launched as Airtel from Warid. TV commercial: The commercial shows that a couple is moving towards their way to home in a place where they get separated. Their face look gloomy this point but just right after their separation they see that they are actually not separated. They discover them with the touch of their loving one in every place they go like the wall written â€Å"I miss u†, in book’s page written â€Å"I love u†, in television, the boy buy flowers and the flowers fly to the girl. Lastly the boy sees that a cup of coffee is drawn on a glass of shop and the girl is waiting for him with a cup of coffee, and suddenly both of them get exposed to each other. Then a voice gives the message that in their world no one will stay away from their partners. The ad was frequently broadcasted on various channels when it was first launched specially at night to reach target audience. Their target audience is the young generation and they choose their models and concept keeping their target audience in consideration. Their tagline is â€Å"valobashar tane pashe ane. † Maslaw’s third level of hierarchy is hitted through tha ad. Radio: Airtel sponsors various programs at different fm stations as in our country the young people are the main audience of radio programs. So airtel sponsors the programs which are especially popular among young people, and broadcast the ad in this programs break time and other times as well. The message and contains are same. Print media: The ad was regularly published in several national dailies when it was first launched. But as Airtel now launching new services and features, they are now publishing those service and feature based ads very often. Outdoor media: The case is same here also; the billboards are full of new features like live entertainment and so on. Even though some popular places and places where young people visit frequently the ad has the billboard with the models picture and the tagline of Airtel â€Å"valobashar tane pashe ane†. Findings and comments: The whole campaign is targeted to a particular segmented consumer sector and that is young generation. The creator chooses the models and concept of the ad considering their targeted market. In the message the voice said in their world no one have to stay away from their loving persons, which means they are fulfilling the love and affection level of Maslaw’s hierarchy theory. They use the models from young people and established a concept. The concept is totally emotional, almost all the telecom sector is focusing on emotions in our country and Airtel is not the difference. They were broadcasting the ad in all the national TV channels and radio stations to catch the attention of their targeted customer. Especially in our country young people listen to the radio very often, this is why Airtel sponsors many musical programs to reach their targeted customers. As their targeted customer is young generation who are very aware and stay updated with the world they should have think before choosing the models and locations. Because they know that the models and locations are not in Bangladesh, which could make a problem for them to pursue their targeted audiences. I am saying this because I have heard from many people about their disappointment regarding the issue. The ad is informative about their new launch of Airtel from Warid. They tried to make a positive feeling through the whole concept about love and affection focusing on consumer’s affective component of attitude. Their tagline â€Å"valobashar tane pashe ane† is also matched with their targeted audience. Their new launching campaign was informative as well as very persuasive also. When they broadcasting the ad in TV and radio the Dhaka city were totally designed with full of their banners, billboards, posters. Consumer products Otobi furniture: Otobi is the best known furniture manufacturer brand in our country. They have lots of ads of their various offers, sales etc and broadcasts frequently. Among all of those the ad named ‘jungle’ is worthy to be discussed in our ad analysis report. TV commercial: The commercial shows a jungle as the title of the commercial is ‘jungle’. In the jungle at first various animals and birds are shown, besides they show several kinds of beautiful furniture are forming from trees in the jungle. The commercial does not have any verbal or written message contained, it is an artistic where they tried to give the message that Otobi’s furniture are made from solid wood. They tried to give a sensible message through an artistic ad. This is a commercial where no models other than some animals, birds and trees, no verbal messages other than some sounds of birds and nature. The ad focuses on the first and third level of Maslow’s hierarchy of need theory, physiological need as for shelter we need proper furniture to sit, sleep and so on. Again Otobi is a premium brand in our country thus using furniture from Otobi fulfills customers esteem need. Radio: As the commercial has no verbal message thus Otobi does not broadcast this ad in radio, though they have other ads to broadcast on radio. Print media: Otobi places this ad in almost all well established national dalies especially in Prothom Alo. They usually place the ad on the bottom of the first page or last page so that the people who only read the headline can also be exposed to the ad. Sometimes the ad is also published in second page or middle pages but usually in small size than the first or last pages ad. Besides Otobi places other types of ads on newspaper for sales and so on. Outdoor media: I saw billboards of this ad beside khilkhet, airport road, gulshan, banani. Other than these places they have their billboards crowded place like gulshan circle, and other commercial places where a variety of offices are situated. The billboards contain pictures of furniture formation from trees and the brand name of Otobi. Findings and comments: The ad shows the formation of furniture from trees in a jungle, which have a special message that they are manufacturing their furniture from real wood. The ad has no verbal and written message other than some natural sounds of birds and animals; even the concept is clear and precise enough to understand. Otobi is already a well established brand but the commercial also tries to make brand positioning in consumer mind as a premium. Buying Otobi furniture people will feel of buying a premium brand furnitures or stuffs, as the ad hit esteem need of Maslaw’s hierarchy level perfectly. Showing the formation of furnitures from real trees they are actually creating positive attitude in audience’s mind, which refers to affective component of attitude and can lead people to behavioral component of attitude for which their sales can increase. They tried to reach the middle, upper middle, higher class educated audiences who can understand the art and rational appeal of the ad, as they do not have any verbal or written message other than their brand name. I think they successfully reaching their targeted segment as their actual customers are middle and upper class of the society. They could reach more people and audiences if they have been putted any verbal or written messages. Even they did not put any tagline for the ad and their brand. Banking sector UCB bank: This is one of the fastest growing private banks in Bangladesh. TV commercial: This is a one minute length’s TV commercial specially produced for Cricket World Cup 2011 to inspire Bangladesh team’s captain Sakib Al Hasan. The ad starts with two school boy who come late in class having bat and ball in their hand, the teacher asks their name and the first boy says that his name is Sakib Al Hasan and the other boy shouts that his name is also the same. Then the teacher also claims that if they are Sakib Al Hasan then who he is! This part of the ad is comedy. Then it shows boys playing cricket writing Sakib’s name on their back, a man selling tickets in the name of Sakib, a bride says the name of Sakib in place of her husband, Sakib’s picture on ludu board, in hospital all the new born baby’s name is Sakib al Hasan, young generation also spraying the name of Sakib in walls. In the last part some young boys and girls posing with Sakib’s picture in front of UCB bank, suddenly Sakib came out of UCB bank and take pictures with those young people. The submessage of the ad is â€Å"bangladesher jan, bangladesher pran Sakib Al Hasan†. The ad says that the whole country relies on Sakib and Sakib relies on UCB bank. This bank’s tagline is â€Å"happy banking†. The ad focused on maslaw’s esteem need of hierarchy level. The ad is broadcasting on various channel frequently, as well as in break time of news. The ad covers almost all level of people in the country. They targeted all the audiences who need banking service and fan of Bangladeshi cricket team. Radio: They are broadcasting the same ad on radio on a regular basis. The message is same in radio also. I found this ad to be broadcasted at morning and evening time to expose the official people at their way. Besides in break of programs and news in radio they broadcast the ad. Print media: I saw this in a variety of newspapers like Prothom Alo, Ittefaq, Kaler kantha etc. The ads take place in the middle of the papers where business and international features are published. I have found that they sometimes print their ads on the page of sports news, besides on the supplementary pages also. Outdoor media: I saw the ad besides the highway as well as besides the bus counter in Dhaka city. The billboards and posters contain picture of young boy’s back written Sakib’s name and expanding his hands in air. The written message on these billboards and posters is â€Å"Bangladesher jan, Bangladesher pran Sakib Al Hasan†. Direct mail: UCB bank usually sends direct mail to their clients when new services are need to b introduced. As this ad is only to support and inspire Bangladeshi Cricket team they do not need to do any mail about this particular ad. Findings and comments: The ad is inspiring and supporting for Bangladeshi Cricket team. It shows how much Bangladeshi people are relying on our team captain Sakib Al Hasan and thus they try to give people a feeling that Sakib is relying on them whereas the whole country is relying on Sakib. They targeted the whole country that need banking service as they selected models from almost every level. They showed that Sakib is coming out of UCB bank which means that Sakib is also a client of their service. By showing this they knock people’s esteem need that they are using the bank which is used by Sakib Al Hasan also. They showed all the scenes with happy models which also match their tagline â€Å"happy banking†. They tried to show rational and emotional appeal through the trust of Sakib on the bank, to make positive attitude towards the bank. The best thing they did is the ad effectively targeted the entire banking consumer group. Steel industry AKS steel: TV commercial: The ad shows that a ‘ghotok’ sitting on a sofa giving description of a boy who is ninety nine percent good in front of the girls’ family of members. The ghotok was giving speech of different kinds of positive side of the boy such as the boy is like hero, tall, handsome, engineer, MBA with talentpul scholarship, responsible etc. The ghotok says that the only problem is the guy just goes to night club. Then the ad shows the family members who are very pious staring at the ghotok is wondering. This part of the ad is funny, the rest of the ad shows tells that sometimes one percent impurity is the cause of hundred percent dangers. They show that AKS TMT is made from hundred percent steel. The tagline of the ad is ‘100% refined steel’. The ad is mainly shown at night, besides I saw the ad at morning and afternoon also. The ad hits maslaw’s safely level of need theory Radio: The ad is frequently broadcasted at various Fm radio channels. The message of the ad is similar to the TV commercial. It is also being broadcasted at the break of the radio programs. Print media: The ad is sometimes published on the national dailies like Prothom Alo, Ittefaq, Jono Kantha etc. The ad usually published on second or third page of the newspaper at bottom or bottom left or bottom right. Outdoor media: AKS steel co. has this ad on big size billboards on the middle of crowded circles and where three or more roads join together. The billboards contain the picture of the Ghotok. The billboard also contains the message â€Å"kkhono ek vag kharap e eksho vag bipoder karon hote pare†. Another thing written ‘100% refined steel’. Besides they have billboards with the picture of AKS pure steel. Findings and comments: The ad is rational though the concept is fun based entertainment. They choose the model appropriately. They tried to convince the families who believe in purity and bondage. They showed that the boy is good in every side except the night club matter, but for a pious family this one percent night club matter is like hundred percent impurity. Thus they showed that sometimes one percent impurity can ruin a house where we live with our family. They tried to target the families who are going to build their own home and finding the right materials. They showed a whole family thus they tried to make the ad little emotional regarding the safety of family. They effectively showed the comparison of the boy and the impure steel’s consequence. They hit the safety need level of need theory as they said that sometimes one percent impurity is the cause of hundred percent dangers. They are trying to reach mass audiences by broadcasting the ad on various TV channels and fm stations at different times in days and nights. I think they should have a precise and more meaningful tagline for their brand. They are trying to create a position in consumer minds’ such that whenever people think about pure steel they think about AKS steel. Conclusion: In our country’s perspective culture, emotion, bondage etc are vital things on consumer consideration. The companies thus trying to reach their customers and convey their messages through using Bangladesh’s culture, emotions etc. I have found that companies use emotional appeal more than rational appeal. The four media through which they provide their information are discussed above, but other than these some Medias are used less in our country such these Medias are direct mail, online advertisements. Only some banks send direct mail to their clients to inform about their new services and features but others do not. Online advertisements are those where companies post their ads in a mixture of different websites like Pepsi, Grameen Phone regularly post their ads on social network facebook and other websites bdnews. com. Advertisements are also used to change customers’ attitude towards the advertiser. Advertisers try to influence and make understand their targeted customers through advertisements. Some other findings I got when researching for this assignment that career opportunity ads are mostly placed at Friday’s newspaper. Again consumer products’ ads are shown at day mainly; in news break bank’s ads are frequently broadcasted. In today’s competitive circumstances advertisements plays vital role to the way success for any brand. People are more conscious and aware of alternative products and features thus advertisement sector has become a battle of competition.

Religious world view Essay Example

Religious world view Essay The term world view also referred to as world outlook is used to mean the wide world perception held by individuals concerning the world. It refers to the beliefs and ideas which individuals use to interpret the events that happen in the world thus enabling them to interact with the world. It is a consistent and central sense of existence which provides an outline for the generation, sustainability and application of knowledge. From a religious point of view, world view is termed as the commitment or an essential orientation of an individual’s heart that is usually expressed through a story and also in sets of presuppositions which may either be partially true, true or false and which one holds unconsciously or consciously either inconsistently or consistently regarding the primary construction of reality. This provides the basis on which individuals live, have being and move on. A religious world view believes that there is supernatural power which influences the eventual rea lity (Heylighen, para 1-2).Religious world viewAs mentioned above, a religious world view refers to an individual’s insight or outlook of the world in regard to a supernatural being. A religious world view believes that there is a supernatural being commonly referred to as god who controls the events which happen in the universe. There are different religious views held by different religions around the world. However, despite the varied religious believes, all religions believe that there is a god, a deity, a universal spirit or divine entity that controls the universe. Another common believe is that this divinity did establish eternal moral order (during creation) that is known to people partially. As such, religious people believe that it is their duty to follow such eternal moral dictates from the supreme god. The religious world view also believes that human conduct (of following the moral dictates of the deity or god) have far reaching effects or impacts which stretches even after a person’s death (Futrell, para 3).Each religion as mentioned above have its own believes and world outlook which differs from other religions. There are about five identified religious world outlooks currently which includes the pantheistic tradition composed of Hinduism, mysticism, Buddhism, transcendentalism and new thought. Under this world view, it is believed that there is one divine essence who is behind all the realities of live. Nature is thought to be infused with spirit which surrounds it and it (spirit) manifests itself as matter or nature in the physical world. This world view also believes that matter is the one which evolves bodies the bodies in turn evolve minds, the mind then progresses to become the soul and the souls ultimately return to their source which is the spirit. As such, people are spiritual beings who have human experience which evolves consciously as they take the journey to spirit from matter. Meditation, Zen or yoga’s are the tools which enables the mystical union between human beings and he divine essence. Spirituality under this religious world view entails letting go of the human â€Å"false self† which is associated with ego and personality which is socially adapted which enables one to experience his or her true self which have the divine essence. Individuals’ divine essence results into respect and love for all human beings (Xplorehl, para 2-3).The second approach of religious world view is the polytheistic tradition which is made up of Taoism, shamanism, Hinduism, Wicca, primal religion and druidry. This outlook believes that there are a number of gods, metaphysical levels and spiritual energies in the universe. These spiritual energies or the â€Å"gods† manifests themselves usually in deep structures referred to as archetypes or mythic symbols. The archetypal images as well as the energies are often experienced in trance states, dreams, imagination, story telling, art, danc e and music. The energies are used for serving and healing through rituals or magic. Under this view, spirituality entails living a well tempered and balanced life which the spheres, energies and gods are in harmony. In essence, people live according to the guiding spirit and wisdom of nature enjoying intimate partnerships of beauty and love (Futrell, para 5).The third form of religious world view is the henotheistic tradition which is made up of the early Judaism, some post modernists and some Native Americans. This outlook argues that there are various gods although there is one supreme and high god. The supreme god is the ultimate reality which all people should respect and worship. Spiritualism entails taking all the sacred traditions and offering them to the supreme god in worship and reverence. Another religious world outlook is the monotheistic tradition which is composed of Christianity, Islam and Judaism. This outlook believes that there exists one true god who is infinite and is the creator of the universe. His nature is righteousness, love, holiness, mercy, compassion, kindness and just. He is perfect. Spirituality refers to the receiving of prophetic revelation word as well as redemptive salvation. Ideally, people seek to love god with their whole being as well as loving other people (Xplorehl, para 6).The last religious world outlook is the atheistic tradition which is made up of the humanism, agnosticism, romanticism, rationalism and existentialism. Under this outlook, it is believed that there is no god and in case he exists, people cannot know about it. People are believed to be capable, free and responsible to develop collective and personal potential while in the world without any help of divinity. Spirituality under this outlook means constant renewal of human spirit composed of fairness, sympathy, duty and self control. In essence, people are dedicated to realizing their potential through creativity which in turn leads to body, heart, mind and spirit development for the greater service of the community.Religious world view principles entail faith, divinity, spirituality and life after death. For a world view to be considered to be religious, it must have the above elements. As discussed above, all the religious world view apart from atheism believe in a supreme being that forms individuals’ basis of their faith. The Supreme Being is thought to control the universe and is believed to be powerful and omnipresent demanding for reverence. In some instances, there may be more than one Supreme Being or gods who control different events around the universe. Also, people are thought to contain some spiritual or immortal aspect like the supreme beings and that eventually, individuals or human beings become spiritual beings after their death. According to the religious world view, morals and virtue which guides human beings originate from the supreme beings and it is the duty of every man to fulfill them for him to find happiness and joy (Nishida Dilworth, pp 90).Significance or importance of learning the religious world viewHuman beings in themselves are said to be incomplete and requires the aid of a â€Å"supreme being† to help them find meaning of their existence. Despite the different outlooks of religious outlook, almost all of them apart from the atheistic outlook acknowledge that there are spiritual beings who govern the human beings’ morality and behavior. One main importance of learning the religious world view is that it helps a person to understand why different individuals behave in a particular manner and why they value certain activities. As mentioned above, a religious person’s way of life is guided or dictated by his or her believe about the universe. Different people have different religious world outlook which are different and understanding them is vital as it would enable one appreciate other people’s believes and also to respect them. Every individ ual has his or her own world outlook which conflicts with his or her neighbors’ world outlook. To ensure harmony is maintained, each person must respect the other peoples believes and outlooks. Most people have a religious world view although such views conflicts which have contributed to the rivalry which exists between different religions. An understanding of the different religious world outlook is thus essential as it helps an individual to live at peace with himself as well as his colleagues (Heylighen, para 6).Another importance of learning religious world outlook is that it helps in explaining some of the mysteries which exists in the universe. Human mind is limited in its understanding and as such it tends to attribute that which it cannot comprehend to a supreme being who is said to be all knowing and almighty. Despite the fact that most individuals claim not to be religious, most of them have religious world outlooks which dictates their way of life. Learning about religious world view helps us to live within the human limitations comfortably as this view gives us meaning to our lives as well as the universe. Religious world view regarding a divine intervention helps an individual to attribute that which he or she is unable to perform to this divine person or being thus eliminating mental torture which comes with human limitation. It also helps one understand why one believes in certain things which usually do not seem to make sense in an ordinary setting as well as the in the universe (Blackford, para 4).Learning about religious world view is also important in that it gives a person strength and courage to face difficult times and trying moments. Religious worldview believes in supreme power which enables individuals to face calamities with renewed strength in the hope of that their supreme being is able to help them. Faith is one strong attribute which enables a person to push through trying moments. It also helps one to fully exploit his or her potential in life. Having faith in the help of a supreme being who is well able to do all things helps individuals to become or exploit their potential which is beneficial not only to them but also their communities and the world at large (Xplorehl, para 8).Challenges to religious world viewIt is essential to understand that people who are opposed to religious worldview do not necessarily hate religion. On the contrary, they are well learned on issues regarding different religions and were at one time themselves religious people. Most of them even practice different religious believes before forming their world view. One of the biggest challenges of the religious world view is that it does not substantially elaborate or enlighten individuals on the existence of the Supreme Being. In all the religious world views, none of them explains clearly the nature of the Supreme Being or even states in a quantifiable manner where this being lives. Divinity is explained through mysteries w hich are at times difficult to understand and cannot be proven. This approach thus lacks scientific reasoning behind it which poses a major challenge to this world view. Science is used to explain the existence of different things and why things happen the way they do unlike religious world view which assumes that a divine power controls the universe (Nishida Dilworth, pp 124).Another challenge to the religious world view emanates from the various religious believes individuals have in regard to divinity. Different religious groups as mentioned above hold different believe which makes it ambiguous and inconsistent. If the Supreme Being was a reality, then he would manifest in a similar and consistent manner to all religious people. The conflict which exists among different religious world outlooks has posed a major challenge about the viability of this world view (Blackford, para 7).ConclusionA world view held by an individual is important as it help him or her to relate well with other people as well as the nature. Different world views project the different perceptions people have regarding the universe and all the events which take place in it. Most of the people have religious world views which form the basis of their faith, spirituality and actions. Most religions believe in the existence of a supreme being who controls the universe. All the mysteries and events which are beyond human understanding are attributed to this divine power. Despite the fact that there lacks uniformity in religious world views unlike the non religious world views, they have contributed largely to the peaceful co-existence of people especially those having similar religious world views.

Cp Rice Global Marketing Essays

Cp Rice Global Marketing Essays Cp Rice Global Marketing Essay Cp Rice Global Marketing Essay Table of Contents 1INTRODUCTION5 1. 1COMPANY BACKGROUND5 1. 1. 1History of C. P. Company5 1. 1. 2C. P. INTERTRADE CO. , LTD, the trading arm of C. P. group major distribution of C. P. Thai rice5 1. 2ORGANIZATION STRUCTURE6 1. 3REASON FOR CONDUCTING INTERNATIONAL MARKETING ACTIVITIES6 1. 4PRODUCT OVERVIEW7 1. 4. 1C. P. Main Products services7 1. 4. 2Agribusiness Food, the heart of C. P. 9 1. 5PARTICULAR PRODUCT (FOR GROUP ANALYSIS)9 2CURRENT MARKET SITUATION9 2. 1COUNTRY ANALYSIS (TARGET MARKET)9 2. 1. 1Geographic Environment9 2. 1. 2Cultural Environment12 2. 1. Economic Environment14 2. 1. 4Political and Legal Environment16 2. 2COMPETITORS ANALYSIS19 2. 2. 1Thailand; number one rice exporter19 2. 2. 2C. P. competitor analysis20 2. 3EXTERNAL ENVIRONMENT OF HOST COUNTRY VS. MARKETING STRATEGIES21 3MARKET ENTRY STRATEGIES23 4MARKETING MIXES23 4. 1PRODUCT23 4. 2PRICE25 4. 3PLACE (DISTRIBUTION CHANNEL)26 4. 4PROMOTION27 5SWOT ANALYSIS FOR C. P RICE PRODUCT28 5. 1WEAKNESSES AND STRENGTHS OF THE COMPANY28 5. 2TREATS AND OPPORTUNITIES IN THE FOREIGN MARKET30 5. 3SOLUTION OR POSSIBLE SOLUTIONS TO THOSE CHALLENGES33 6BCG MODEL FOR C. P. THAI RICE33 RECOMMENDATION35 Introduction Enclosed within this report is the background of the Charoen Pokphand Group; Asia’s leading globally committed conglomerate, how it was started and their main products and services as â€Å"Rice† product is the key focus. It includes host country and competitor analysis, market entry strategy also being explored in this report. This detailed explanation was arrived after much research and analysis. Objectives The objective of this report is to find out the background of the company, as Rice is specific product and Singapore is a trading partner . We hope to know about host country environment which affect the demand for the company product and their competitors as well as the entry mode and market entry strategy. We also analyse marketing mix and company’s SWOT as the data tell many things about the company. Above all, we hope to improve our ability and understanding and also educate other classmate about the modern philosophy in the field of Global marketing and its applications in Thai situation. We are working on and for them to have a better understanding of the subject. 1Introduction 1. 1Company Background 1. 1. 1History of C. P. Company In 1921, Charoen Pokphand Group or generally know as C. P. Group was very first introduced as a small seed shop in Bangkok’s China town named â€Å"Chia Tai† by Chia brothers, Ek Chor and Siew Whooy. A successful seeds business in Thailand allowed this company to steps forward to other level; livestock farming, then toward a fully integrated agribusiness (as of seed to feed to food). During 30 year of operation; C. P. reached fifth largest feed mill operator in the world. Recently C. P. group is the largest conglomerate business in Thailand and one of the leading conglomerates in Asia. Since Charoen Pokphand Group carry on aggressively invest and operate in numerous industries across the world, agribusiness still is intensely embedded within the practicalities of the organization as it branches additional into the international markets. The C. P. group is now employing greater than 250,000 people worldwide and attained 14 million dollars at the end of 2006. 1. 1. 2C. P. INTERTRADE CO. , LTD, the trading arm of C. P. group major distribution of C. P. Thai rice The International Trading Business Group of C. P. or commonly known as C. P. Intertrade CO. LTD was founded in 1979 as general trading company promoted by Thailand’s Board of Investment (BOI) ), with registered capital 100 million baths. C. P. Intertrade CO. , LTD is the trading arm of C. P. Corporation conducts trade sorting from basic agricultural products and industrial raw materials to high value-added foodstuffs. With over 25 years of international trade experience, The Company won THE BEST EXPORT ER awards in 1978 and 1988, besides in 1995 award-winning rice products are known under the brand name ‘Royal Umbrella’. 1. 2Organization Structure 1. Reason for conducting international marketing activities C. P corporate has been involved in international business. Almost of their businesses are direct- investment and joint- venture in many country. It has branches throughout Asia (including China), the Middle East, Europe, North and South America and South Africa. As the great opportunity to expand its business, C. P. Group has been fully conducted the international business since 1960 while the first international branch was established in Hong Kong. Lately, the company has grown into a global business, with more than 250 subsidiaries in 20 countries Like other successful company, C. P. see an opportunity of maximize their profit and expand it market throughout the world. Seeing that, C. P. generates various kinds of products and services, performing international marketing activities will generate more distribution channel and increase number of business customer both directly and indirectly. As number of customer of C. P. increase, it is surely that the company will generate more revenue. 1. 4Product Overview 1. 4. 1C. P. Main Products services As the largest conglomerate business group, C. P. Corporation gradually expands business throughout the world and involve in international business offering wide ranges and different product lines. Begin with Agro-business and Food by CPF group and its vision of becoming the â€Å"Kitchen of the World† maintains this company as the number one of Agro-business and Food Industry in Thailand. Since 1921, Agribusiness is still at heart of C. P. This core business divided into two major business lines; Livestock business consisting of chicken, duck and swine; Aquaculture business consisting of shrimp and fish. Marketing and Distribution business; To serve consumers wants and needs efficiently and effectively, the foundation of convenience stores, shopping malls and hyper supermarkets have been one of the C. P. group’s main business. Three main businesses is comprised of C. P. ’s Seven Eleven; international’s premier convenience store with 3,800 stores in Thailand. , C. P. ’s Lotus Super Centers ;‘one-stop’ shopping situated across China with 75 store ,and C. P. ’s Super Brand Mall; China’s first and largest one-stop shopping and entertainment complex. C. P. s Telecommunication Services; Thailand’s most integrated communications solution provider, convergence leader and prime lifestyle enabler which generally known as True Corporation Plc. True is tactically positioned to provide consumers with a convergence of network services and content. Seed, Fertilizer and Plant Protection by Chia Tai Business Group, offering a full range of seeds (vegetables and flowers) and fertilizers (various formulas). Besides, the business group has developed organic vegetables for local markets and offers consultation farming services in local and Asian markets International Trading Business Group; conducts trade ranging from basic agricultural products and industrial raw materials to high value-added foodstuffs. The Crop Integration Business Group, with four main businesses in the area of ‘Field Crops’, ‘Horticulture’, ‘Rice’ and ‘Agricultural Machinery’. Products such as hybrid corn, rice, fertilizers, tropical fruits, orchids, tea, wine, disease-free planting materials and food processing machinery are sections of the Crop Integration Business Group’s accomplishments. This business line holds local and international farmers located in China, Vietnam, Indonesia, Myanmar, Cambodia, India, and etc. C. P. ’s Plastic By Plastic business group; manufactures a wide range of products from polypropylene, PVC, artificial leather, and sponge to rigid PVC. This has been one of Thailand’s largest plastic manufacturers. The Pet Food Business Group by Perfect Companion Co. ,Ltd providing balanced and nutritional food, including special diet formulas, vitamins, treats and chews, plus care products, for specific breeds of dogs, cats, birds, aquarium fish, horses and zoo animals. The Automotive and Industrial Products Business Group; concentrates in manufacturing motorcycles (Under the DAYANG trademark) and automotive parts. With a production achieve at 1 million units per year in China, the company currently produces 50 models covering 8 series of motorcycles ranging from 50cc to 200cc. Aside from supplying products to the domestic market, the company’s products are exported to countries in Europe, Asia, Africa, North and South America The Real Estate and Land Development Business Group owns and manages several property sites inside Thailand. Existing property sites include apartment, hotel (The Grand Mercure Fortune), office buildings, shopping centers, industrial estates, and etc. 1. 4. 2Agribusiness Food, the heart of C. P. The integrated agribusiness of C. P. group places them to meet the world’s changing lifestyles need for affordable, nutrition, and high quality food products. With five divisions which are seed, animal feed, and livestock production, further processing, and trading and implementing both horizontally and vertically integrated agribusinesses help C. P. roup satisfy the world’s demand and then established this largest conglomerate business group with value. 1. 5Particular Product (For Group Analysis) C. P. Intertrade Co. , Ltd. , a subsidiary of C. P. Corporation, supplies variety of food under â€Å"ROYAL UMBRELLA† brand which has been trade worldwide under its control. However, a specific product that has been chosen for group analysis is â€Å"CP Thai Rice† under a brand name of â€Å"ROYAL UMBRELLA†. 2Current Market Situation 2. 1Country Analysis (Target market) C. P. Group began business in Singapore since 1976. Later Singapore become the largest rice importer form C. P. Intertrade Co. ; Ltd; under the â€Å"Royal umbrella† brand. 2. 1. 1Geographic Environment Involving in international trade, geographical perspectives is surely effect C. P. group for the reason that it’s related to their business decisions: The location of different kinds of economic activity and the transactions that flows across national boundaries, provides insights into the natural and human factors that influence patterns of production and consumption in different parts of the world. It explains why patterns of trade and exchange evolve over time. And it provides a means for assessing how patterns might change in the future through analysis of processes that result in different geographic patterns. In a word, geographic environment provides powerful means for CP group business strategy. GEOGRAPHIC ENVIRONMENT AND C. P. BUSINESS LOCATION It is one of the most important factor that CP have to consider first when develop their new market at outside of local areas. Location affects their logistic strategy as transportation and distribution. (Ex: Different locations need different transport ways as railway, ship, truck. ) C. P. hip their rice product to Singapore via Vessel which is the suitable mode of transportation as rice is the generic food and not easy being spoiled and very heavy. Vessel shipment is not only inexpensive but also carry large amount at a time. The destinations are Port of Singapore; the worlds busiest port in 2005 in terms of shipping tonnage handled and Jurong Port. Koh Sichang is the commercial port for load ing / unloading vessels. PLACE The characteristics of places both natural and human profoundly influence the way that our business executives in different places participate in international economic transactions. Natural features- climate is one of the other important factors because C. P. business related to agricultural production. Therefore, C. P. will build distribution center in warmer, drier areas where good for rice storage and will also consider of climate when we transport our rice to other country in order to decrease damages from bad climate. Human features – population of a place is also important because C. P. business require intensive labor to be successful. Skills and qualifications of the population also play important role in determining productivity of rice growing. Singapore is a very small county with a big amount of population which covered by modern buildings and road, therefore, no place to grow agricultural product, it is caused a big demand in many kinds of industrial and agricultural resources. In other ways, its allow CP group export more rice to Singapore. INTERACTION The nature of human-environmental interaction also affects C. P. group strategies in production and world market distribution. With technological advances, the company has been able to modify and adapt to their production environment in increasingly sophisticated ways. Advanced irrigation system and bio-tech permit us increase in productivities and be grown in more area. Developing and increasing quality of transportation ventures and condition of road allow C. P. quicker in delivery to Singapore. MOVEMENT Our inter-trade exists because movement permits the transportation of people and goods and communication of information and ideas among different places. The location and character of transportation and communication systems long have had power influences on our economic standing of places because C. P. usiness faces on large export transportation. Communication advances have had a staggering impact on the way that international marketing. Currently we successfully create our brand royally in the world wide market. Keep on communicating with our customers is also important for our further business. Singapore typically request for higher grade and better quality of rice. This is mainly the result of better living standards, a change in lifestyle a nd subsequent change in taste and choice. The healthy choice consumers are also health conscious in their consumption pattern. This is inline with the active promotion of the Government to eat and stay health. Therefore, Consumers in Singapore prefer the higher grade rice that is widely know as â€Å"Thai Hom Mali† rice or Thai fragrant rice. The quality, texture and moisture content in this rice are most acceptable by the local consumers. Although it’s has high price. REGION Understanding of region is also important because region can define by patterns of location, place, and movement in other ways its combination of all patterns. Government: government has a strong impact on the conduct of C. P. business. The borders of government jurisdictions often coincide with the functional boundaries of economic regions. Therefore, study of WTO and FTA rules in different regions is directly related to C. P. margins. We have to work out different marketing strategies to different regions. Singapore is one of the ASEAN Free Trade Area members, so C. P. export of rice has very low cost in tariff and non-tariff barriers. And Singapore government encourages local retailers to import C. P. group rice by reorganization of their high quality rice. . 1. 2Cultural Environment Culture is the pattern of behavior and thinking that people learn, create, and share. Culture distinguishes one human group from others. Cultural preferences are major reasons for adapting products as they affect purchasing behavior and product use. Cultural influences drastically on the usage of goods such as personal goods (clothing, food) and non-durable consumer goods (grocery products, etc). The cultural influence i s less appreciated with regard to industrial goods and production goods. However, even if the latter are less modification of the cultural environment, alternations is still necessary for other reasons, for example, connection to legislation climate. Cultural development, the sociology and cultural influence on economic development, moral maps in societies, gender and human values and national prosperity are creating changes in consumption, distribution, product and price adaptation in foreign market. Understanding the cultural value of various consumer behaviours and understanding personal values in a society affect on marketing strategies in emerging economies. A peoples culture includes their beliefs, rules of behaviour, language, rituals, art, and technology, styles of dress, ways of producing and cooking food, religion, and political and economic systems. For example: A U. S. toothpaste manufacturer promised its customers that they would be more â€Å"interesting† if they used the firm’s toothpaste. But in Latin American Countries â€Å"interesting† is another euphemism for â€Å"pregnant†. Consumption patterns, living styles, and the priority of needs are all dictated by culture. Culture prescribes the manner in which people satisfy their desires. No wonder that consumption habits very greatly. The consumption of beef provides a good illustration. Some Chinese do not consume beef at all, believing that it is improper to eat cattle that work on farms, thus helping to provide foods such as rice and vegetables. Singapore: the most economical and largest country in South East Asia has a loveable and incredible combination of different cultures of various ethics groups. The immigrants of the past have given the place a mixture of Malay, Chinese, Indian, and European influences, all of which have intermingled. The Chinese are predominantly followers of Buddhism, Taoism, Shenism, Christians, Catholics and some considered as free-thinkers (Those who do not belong to any religion). Malays have the Muslims and Indians are Hindus. There are a sizeable number of Muslims and Sikhs in the Indian population. The important manners and customs of Singaporeans that the international marketers should know are they do not like to be touched anything with the fingers. Using the hands is considered ill-mannered and unhygienic. Singaporeans use utensils such as forks, spoons and chop sticks for pizza, sandwiches, fruit, chicken, Chinese foods such as noodle and Japanese foods such as sushi. They try to eat in the â€Å"continental† style, with the chop stick most of the time. Singaporeans people like to eat street food all the time. It is no secret that Singaporeans eat and drink with a passion. As the Singaporean traditional food is so much rely on the rice. Such as Chinese food (Hainanese chicken rice, clay pot rice) Malay food (coconut rice with chicken) Indian food (bariani). As the Asian, they used to eat with rice everyday. Modern people especially who take care on their health has been looking for a meal that is delicious, low fat and easy to eat something like Japanese sushi. In Singapore, people discovered Sushi Sashimi in the last decade, so, everybody is looking for something really special for a healthy life. For a long time Japanese restaurants were unknown before becoming fashionable a few years ago, and now they are popular to stay as the new generation cannot live without a sushi. Eating well in good Japanese restaurants in Singapore is not cheap but it is very easy. The city is quickly becoming one of the gastronomic centres of the world. As eating rice has been used in Singapore cuisines for a long time ago, they prefer to have the rice in sushi in Singapore is a change agent there. So the new style of eating rice takes their interest and consumption of rice is increasing. So Singapore’s culture is easy to adapt as there are many ethic groups. There is no conflict with the language and religion of Singapore because they also use English and the Buddhism has no restriction on one’s eating habit. And their manners and customs on eating give no trouble to operate. Though they have their wonderful, gorgeous and wonderful traditional cuisine, they also fond of all kinds of good foods around the world. The main point is that the high demand of rice in Singapore is very attractive as they use large amount of rice in their traditional food and Japanese food restaurants, such as sushi retailers, are also more and more. We can target not only the Japanese in Singapore but also the new generation of Singapore as they are now enhancing eating habits of Japanese Cuisine where we can mostly use rice in large amount. Moreover, we can also target the Singaporean Cuisine. 2. 1. 3Economic Environment C. P. Company sees a greater export potential for high quality rice due to its unique taste particularly jasmine rice, 100-per-cent white rice and parboiled rice. The company exports under its own brand name, Royal Umbrella, an average of 40,000 tones of rice annually worth Bt1 billion. Main export markets include Hong Kong, Singapore, the Middle East and the United States. During the review period, economic growth in Singapore was strong until mid-1997, when the effects of the Asian economic crisis began to be felt. Between 1995 and 1997, real GDP growth averaged over 8% annually. Real GDP growth fell sharply to 0. % in 1998, however, mainly as a result of both weaker demands in the region and in demand for Singapores main exports outside the region. Slower economic activity pushed unemployment up from 1. 8% in 1997 to 3. 2% in 1998. Economic growth in Singapore is underpinned by a stable macroeconomic environment. A history of prudent fiscal and monetary policy enabled the Governme nt to respond swiftly to the economic crisis that hit the region in 1997, giving temporary tax cuts to businesses in the 1998 and 1999 budgets to tide them over the crisis. As a consequence, the previously surplus budget is expected to register a deficit of 3. % of GDP in 1999/2000. In addition, monetary policy was loosened to allow the exchange rate to fluctuate within a wider band, reducing pressure on the currency. The outcome is that the Singapore dollar has depreciated against major international currencies, although the more substantial regional currency devaluations have eroded the external competitiveness of Singapores lower value-added exports. As a result, inter alias, of the Governments budgetary measures, improved demand in Singapores major export markets for electronics, and signs of economic recovery in the Asian region, the Singapore economy appears to be making a rapid recovery. Overall real GDP growth projections for 1999 are currently around 5%, substantially higher than 0. 3% in the previous year. The economic crisis in Asia and subsequent currency devaluations in neighboring countries has, nevertheless, highlighted concerns about the export competitiveness of some sectors; particularly lower value-added manufactures, where lower cost regional producers are making in-roads. Singapores relative unit labor costs, especially with respect to other countries in the region, have continued to rise for much of the period under review. While the recent temporary budgetary measures have helped cut costs, longer term measures, including programmers such as Industry 21, Information Technology 21, and Manpower 21, have also been taken to increase value-added production in manufacturing and services. Between 1995 and 1998, Singapore reduced the percentage of tariff lines subject to import prohibitions (from 0. 7% to 0. 5%) and to automatic and non-automatic import licensing (from 19. 7% to 19. 2%), the report states. In general, Singapore maintains import and export restrictions for environmental or health and safety reasons; however, imports of rice are licensed for food security reasons and a ban is maintained on imports of motor vehicles that are three years old and above, for safety and environmental reasons. Every decision making that C. P. Corporation has been made for international engaged company must be considered trade restrictions and regulations of Singapore. Rice is the number one export product of Thailand. C. P. Intertrade is one of the major Thai rice exporter and one of its main target market is Singapore. Singapore import rice mostly from Thailand around 350,000-400,000 tones each year more than other country. Percentage show that 83. 1 % of total rice imports are from Thailand. SINGAPORE IMPORT REGULATION Singapore employs Free Trade Policy, thus there is no import tax except GST (Goods Services Tax) which is only 5% (Government of Singapore is now consider to increase to 7% in 2005). The Importer must be granted an Import License from International Enterprise Singapore (I E Singapore). RICE TRADE REGULATION Rice importers of Singapore have to stock the rice two time of its rice import each month and have to keep it only in Singapore Storage Warehouse Pte. Ltd. (SSW). Types of rice that have to be reserve are Fragrant Rice, White Rice and Broken Rice. Other than this is exception. Besides, International Enterprise Singapore (I E Singapore) is only an organization that has authorization to approve quantity of rice trade so if any importer prefer to increase or decrease amount of rice trade, they must inform and ask permission three month before any transaction is occur . 1. 4Political and Legal Environment Political and Legal Environment has played a critical role and influenced every business organization in conducting global business. Expert manager should clearly understand about political and legal circumstances of both home country and those of the host country. HOME POLITICAL LEGAL (THAILAND) The politics of Thailand currently takes place in a structure of a constitutional monarchy, whereby the Prime Minister is the head of government and a hereditary monarch is head of state. Thailand had been ruled by kings since the thirteenth century. The King of Thailand has little direct power under the constitution but is a symbol of national identity and unity. Export Control Promotion and maintenance of quality in Thai Hom Mali Rice is requiring establishing reliability and gaining acceptance in foreign markets. 1. ) Thai Hom Mali Rice should be prescribed as a standardized commodity. 2. ) Thai Hom Mali Rice Standards should be divided into the 2 following types: White rice and Cargo rice. 3. ) Thai Hom Mali Rice which is standardized should have the standards as follows: (1)Containing must not less than 92. per cent of Thai Hom Mali Rice (2)The moisture content must not having exceeding 14. 0 per cent (3)Having the general characteristics of a long grain rice with naturally little chalk (4)Not having any live insect HOST POLITICAL LEGAL (SINGAPORE) The politics of Singapore take place in a framework of a administrative republic, that the Prime Minister of Singapore is the head of government with a purifier multi-party syste m. The role of the president as the head of state has been, historically, largely ceremonial, although the constitution was amended in 1991. Import Control Policy and Import Quota Singapore use freely trade system, no import tax. The tax that collect call goods and services tax 5% and have the import regulation by importer have to receive the import license from International Enterprise Singapore which has characteristic of Statutory Board. Rice Import Quota 1. The importer has to reserve the rice in double of quantity that import in each month and the rice reserve have to keep in Singapore Storage Warehouse Pte. Ltd. The types of rice that have to reserve are Fragrant Rice, White Rice and Broken Rice. The rice that has not reserve are Half-milled rice, Steamed rice and sticky rice. 2. I E Singapore who approve quantity of import rice such as in case that importer have a purpose to import rice 500 tons in March should have 1,000 tons an in April, for those who want to import 550 tons should write the letter to I E Singapore to request for the approval first. In case to reduce the quantity of import such as from 500 tons to 450 tons should request the approval from I E Singapore 3 months in advance. Rice License Rice is a main food in Singapore. Consequently, the import regulations for rice are maintained purely for security purpose. All importers of rice are required to be licensed. The imports of rice are also subject to licensing. There are two categories of import licenses, namely, the stockpile licenses and ordinary licenses: 1. Licenses for stockpile grades of rice are issued only to importers who participate in the Rice Stockpile Scheme. The licenses seeks to ensure that the importers of the stockpile the stipulated types and minimum quantities of rice in proportion to their total imports. The rice stockpile is reserve stock for emergency use; and 2. Licenses for non-stockpile grades of rice are issued automatically. The quantities of rice that are imported into Singapore are decided entirely by the importers themselves. Singapore’s average annual imports of rice in the last two years are about 200,000 tons. Under license and partial monopoly of the Food Commissioner’s Department, Licenses are issued to actual users for import of small quantities of luxury varieties of rice. GOVERNMENT SUPPORT The Department of Export Promotion have a very important strategies for improve Thai producer and exporter which have a very potential in case to negotiate with foreign buyer and importer both in the main export market and new export market. Also in the market which have FTA contract to achieve the alliance negotiation between countries include increase export potential by service the exporter with export document and electronic support document and encourage the E-Logistic system for decrease the register step and cost. In the export promotion, the indicator for the strategic is the proportion of the value of export in the main market with the old market, in the year 2007 the proportion is about 40:60 The Department of Export Promotion provide information and suggestion about commercialization, marketing, product development and services business, building Thai brand, develop employees to export and develop commercial telecommunication system. 2. 2Competitors Analysis 2. 2. 1Thailand; number one rice exporter Considering in general, Thailand has been the number one rice exporter and supplier in the global rice trade and market share for many years since 1995 up to now seeing that Thai rice quantity and quality is remarkable in the Global market. The top three rice exporter regardless Thailand are Vietnam followed by India and United State as the table show below. Within this latest year; the year of 2007, World rice supplies are predicted to be tight, but despite this abundant supplies in Thailand will permit it to expand its lead as the world’s largest exporter. Vietnam as the world’s second-largest rice exporter is stuck in exporting and expanding their global market share. Even though, within this several years Vietnam took some market share form Thailand and considered as a hard competitor. However, during this year due to unexpected natural disaster and decreasing in rice cultivation area, Vietnam is predicted to export less than last year and lowering in world rice market share while Thailand is expected to increase in market share. RankCountryExports (M/T) 1Thailand 8. 25 2Vietnam 4. 70 3India 4. 30 4United States 3. 08 5Pakistan 2. 50 6China, Peoples Republic of 0. 80 7Egypt 0. 80 8Uruguay 0. 75 9Australia 0. 60 10Argentina 0. 45 Data source: USDA-FAS, Production, Supply and Distribution (PS) Database. fas. usda. gov/psdonline/psdHome. aspx 2. 2. C. P. competitor analysis Analyzing competitors in Rice trading sector of C. P. , both direct competitors to Royal Umbrella brands itself and competitors in rice biding are realized. COMPETITORS OF ROYAL UMBRELLA RICE Direct competitors to Royal Umbrella brand in Singapore, which has been shelves in the same distribute store are more than 30 brands namely; Double FairPrice, FairPrice, Golden Fairprice, Golden Royal Dragon, Harvest King, Golden Wheel, Rambutan, Golden Dragon Phoenix, Golden Phoenix, Golden Jade, Golden Rhino, Golden Coco, Songhe, Double F. K. , Golden F. K. Sun Moon, Golden Flying Fish, Golden Padi, Golden Eagle, Jin Huang, Golden Lion King, Heavenly Peaches, Golden Twin Lion, Golden Prosperity, Golden Leaf, Golden Five Stars, Golden Twin Stars, Golden Three Stars, Golden Pineapple, Royal Lily, Golden Narcissus, Golden Field, Golden Tri-Leaf, Golden Longan, Flying Man, Golden Princess, Golden Mandarin, Happy Times and Day’O Fragrant. Those are brand competitor to Royal Umbrella brand in Singapore rice retailing. RICE BIDDING COMPETITORS Recently, rice bidding of Thai government each year becomes more aggressive as there are many potential participants. C. P. Thai Rice submits all tender under control of 2 companies which are C. P. Intertrade Co. , Ltd and Bangkok Rice Products Co. , Ltd C. P. Thai Rice has been faced more than 200 competitors on rice biding. However, several main competitors are Capital Cereal Co. , Ltd , Capital Rice Co. , Ltd from STC Group, Siam Thanyarak Silo from President Agri Trading Co, Ltd, Chokanan Rice (2003) Co. , Ltd, Koaw Chaiyaporn Co. ,Ltd, from Chaiyaporn International Co, Ltd, Asia Goldenrice Co. ,Ltd, Riceland International Co. ,Ltd. nd etc. Competitors in rice biding are more aggressive than rice selling. Finding customer is easier than competing in biding rice. Any company in rice sector wins in the biding will surely sell the entire silo as the world rice demand is more than supply. 2. 3External Environment of Host country VS. Marketing Strategies When C. P group subject to its business, there are two marketing environments Effect Company’s marketing strategy; Micro and Macro Environmen t or in other words are company’s internal and external environment. External environment is larger societal forces that affect the internal environment. It’s considered to beyond the control of the organization. The illustration shows below is the external environment forces which affect C. P groups marketing strategies in Singapore: Those external environment forces which are geographical, culture, economic, political and legal environments affect C. P. Company’s marketing strategies in exporting their rice to Singapore. Traditionally, rice is the main meals for Singaporeans but as the limited geographical environment, there is no area of growing rice. Therefore, importing form outsides is the only way to satisfy the large rice demand of Singaporean population. Singapore government creates free trade policy which has no import tax except GST. for I. E license holders. Moreover, the highly growth and more strength in economic of Singapore result better living standards, a change in lifestyle and subsequent change in taste and choice. The healthy choice consumers are also health conscious in their consumption pattern and with the active promotion of the Government to â€Å"Eat and Stay Health† As a result, higher grade and better quality of rice that is widely know as â€Å"Thai Hom Mali† rice or Thai fragrant rice. The quality, texture and moisture content in this rice are most acceptable by the local consumers, even though it’s has high price. Providing the higher grade and the better quality of rice is the best way to capture the Singapore market share in rice sector. 3Market Entry Strategies Company uses various market entry strategies in doing international business with different countries in different types of business and product. In rice trading, C. P. roup uses Exporting as the market entry mode to distribute their rice product to more than 50 countries around the world including Singapore. They established their own intermediary which knows as C. P. intertrade; their own Export Management Companies (EMC) to manage all of their exporting and for propose of sourcing, buying agent, and consolidating services for all non-food and foodstuffs from Thaila nd and all over Asia. 4Marketing Mixes 4. 1Product C. P. Intertrade Co. Ltd or CPI adds value to various categories of generic product such as Rice and other agricultural goods. This report is focus on â€Å"Rice† as the main product. â€Å"ROLAY UMBRELLA Thai fragrant rice, as a leading product was won the prime ministers export award in 1995. The premium quality Thai fragrant rice which is re-cleaned and polished by the most modern machines which automatically run under computerized quality control, strictly free from insects and unusually materials. BRANDINGLOGO Rice product of C. P. Company has been called as â€Å"CP Thai Rice† under a brand name of â€Å"ROYAL UMBRELLA† and brand theme of â€Å"Rice is Life†. PACKAGING It is individually packed in attractive and strong consumer bags of 1 50 kilograms. (1kg, 2kg,5kg,10kg,20kg,25kg,30kg and 50kg. ) PRODUCT LINES For rice products, the company provides four different categories together with the premium quality Thai fragrant rice. 4. 2Price Trading price of Rice between C. P. Company and their importer is a commercial secret. However, they must follow the standard rice export selling price that will be announced by Rice Exporters Association of Thailand. Price that has been announced is FOB selling price from Bangkok Market. The example Standard selling prices of rice in year of 2005 are as follow; STANDARD EXPORT RICE PRICES (Export Prices (F. O. B), USD per M/T) Type of rice29-Aug-0722-Aug-0715-Aug-078-Aug-071-Aug-07 Jasmine Rice 100%NA$574 $580 $583 $586 White Rice 100%$334 $332 $336 $337 $339 White Glutinous Rice 10%$746 $746 $724 $728 $732 Parboiled Rice 100%$340 $338 $341 $340 $342 Source; The Rice Exporters Association ( Bangkok, Thailand) Term of sale that has been employed by C. P. Intertrade and importer in Singapore is CIF (Cost, Insurance and Freight); a common selling term in a sales contract. This means that C. P. takes responsible of freight or transport costs and also the cost of marine insurance. There are several of different payments methods that C. P. accepted. Three mostly used are as followed. Cash in advance Document against Payment Letter of Credit 4. 3Place (Distribution Channel) Distribution is the part of the marketing mix ensuring that customer obtains their purchases at the right time in the proper place. This doings insert value to a product. Actually, distribution offerings to three of the four type of utility-time, place, and ownership utility. RICE DISTRIBUTION CHANNEL OF C. P. Form a Rice Silo to rice processing plants in Patumthani and Ayudhaya Province, C. P. Company exports their rice to Singapore and other countries around the world using their own intermediary; CPI or C. P. intertrade Co. Ltd. Key importers of C. P. Thai Rice are Singapore General Rice Importers Association and NTUC FairPrice Co- Operative. Their customers are end user, manufactures who need rice as the raw material, Wholesaler/ Distributor and Exporter. C. P. also sells rice under Royal umbrella brand. It can be found easily in Singapore. The key distributors are NTUC (National Trades Union Congress) Fair Price; the leading supermarket in Singapore with a retail network of close to 180 stores and NTUC Fair Price also uses an E-commerce to sell their product, Cold Storage; the supermarket retailer of 30 stores, Carrefour (2 Branches), Giant (7 Branches), Cheers Convenience Store, Pearn-Thai shop and other grocery stores island-wide. 4. 4Promotion Promotion is one of the four key aspects of the marketing mix. This includes all of the tools available to the marketer for marketing communication. The elements of the promotions mix are: ? Personal Selling. Sales Promotion. ?Public Relations. ?Direct Mail. ?Trade Fairs and Exhibitions. ?Advertising. ?Sponsorship. C. P. Company has been promoted their Royal Umbrella brand product mainly through Trade Exhibitions. The latest exhibition that they attend was Thaifex, World of Food Asia. Below the line strategy tool such as Sponsorship has been use a lot to promote their Royal Um brella rice product. Academic Olympics Sponsored by â€Å"Royal Umbrella Rice† has been recognizing gradually by their customers. The company also promotes their product through website. They creates separate website for Rice product via â€Å"www. cpthairice. com†. Above the line Strategy for example Advertising through TV commercial is one of promotion tool that has been using for Royal Umbrella Rice (broadcast in Singapore Oct 2003 – Oct 2005). 5SWOT Analysis for C. P Rice Product STRENGTHSWEAKNESSES High Quality Product Good reputation among customers Quality Guarantee Strong Marketing and Distribution Channel Strong in building human resource High financial stabilityLess Focus On Individual Product Huge span of control OPPORTUNITIESTREATS Removal of International Trade Barriers High rice production capacity Rising demand of rice in Global market Strong Competitors in the world market Emergence of substitute product High standard rice export grade Hard Inspection of Export Rice Complicated rice biding process Strong Currency of Thai Baht 5. 1Weaknesses and Strengths of the company WEAKNESSES Less Focus On Individual Product Seeing that C. P. Group is doing business in many different areas, they can not concentrate in every product at a time even though they have an effective management team. Huge Span of control Since C. P. Group has doing business across many sectors, it may not have the flexibility of some of its more focused competitors. STRENGTHS High Quality Product C. P. ees a greater export potential for high quality rice due to its unique taste particularly jasmine rice, 100-per-cent white rice and parboiled rice. It’s renowned to the world for the best selection from the best rice cultivated, clean and hygienic processing with high technology and long experience in exporting rice. The company provides various rice products of brand â€Å"ROYAL UMBRELLA† and also offers high quality under customers brand. That all of products are come from excellent source through high standard of production technology and pack in hygienic packaging which is just as important as the quality of the rice itself. Good reputation among customers Awards: Thai Prime Minister award Superbrands Thailand 2005, 2006 Superbrands Singapore 2003, 2004, 2005, 2006 Quality Guarantee C. P. Intertrade guarantees 100% satisfaction on all products that they sell. The Quality Technician performs several quality checks ensuring the C. P Products meets international quality. All export rice must be inspected by independence surveyor, such as SGS or Bureau Veritas, at the end of process to certify the Quality, Quantity, Packing and Weight. Strong Marketing and Distribution Channel Thailand is major rice exporting country and it alone controls about 30% exporting of the market. The CP Thailand Company is the Top 10 exporter of rice, and this is a variety world wide customers brand. Main export markets include Hong Kong, Singapore, the Middle East and the United States. To be a top one in exporting rice, that they own the strong distribution channel: CP has constantly sought to provide premium quality products and services at easily accessible stores. The creation of convenience stores, shopping malls and hyper supermarkets has enabled them to serve consumers wants and needs efficiently and effectively. Strong in building human resource The establishment of C. P. Corporate University allows for a centralized system of human resource training and development within the organization at its units situated locally and abroad. In order for the organization to efficiently serve its growing businesses with productive and proficient employees, the need for a knowledge m anagement center was realize High financial stability For the fiscal year ended December 2004, CPF generated revenues of THB 91,790 million ($2355 million), an increase of 10% over 2003. The operating profit of the company during fiscal year 2004 was THB2612 million ($66. 7 million), a decrease of 6. 5% over 2003. The net profit was THB1236 million ($31. 5 million) in fiscal year 2004, a decrease of 44. 9% over 2003. 5. 2Treats and Opportunities in the foreign market TREATS Strong Competitors in the world market Agribusiness country like Vietnam is becomes the hard competitor of exporting rice due to their competitive advantages like cheaper labor cost and fertile rice growing areas. Emergence of Substitute Product There are many substitute products for rice such as bread and noodle. This will reduce the demand for rice if the lifestyle of people is changing. High standard requirement for rice to be export Thailand is the number one of rice trade and supply in the global market. To maintain this position, Thai government creates the high standard rice export grade. C. P Company has to meet this standard. Hard Inspection of Export Rice All rice export from Thailand mu st be inspected prior to loading. Generally the inspection is done by independence surveyor ( SGS, Bureau Veritas, etc) appointed by buyer/seller and according to the Ministry of Commerce regulation, the Rice Inspection Committee of Board of Trade of Thailand has been appointed to inspect all lots of Thai Rice Export. Complicated rice biding process A new rice bidding process is to help curing the problem of conspiracy among rice trading firm; however it is more complicated than the previous rice biding process. Strong currency of Thai Baht Strong currency value affects almost every business sector in Thailand especially in doing export. C. P was also affected by this crisis. Strong Currency will increase the risk of exchange rate in the host country and affect the price of the product. Price of product will be more expensive and demand for that product may decrease. OPPORTUNITIES Removal of International Trade Barriers Increasing in Economic integration likes ASEAN Free Trade Area (AFTA) or FTA among trading country provides so many benefits in doing business in the global market. C. P. Company has been realizing that benefit when exporting rice to Singapore as Thailand and Singapore have been in ASEAN Free Trade Area (AFTA). Thus; C. P. export of rice has very low cost in tariff and non-tariff barriers. And Singapore government encourages local retailers to import C. P. group rice by reorganization of their high quality rice. High capacity for rice production in Thailand Thailand has considerable excess capacity for increasing rice production. Any upward pressure on the price of rice will provide incentives to exploit the excess capacity for rice production in Thailand. Thailand has continued to increase exports even when rice prices remained low in the world market. Farmers have maintained a low cost of production despite increasing wage rates through consolidation of farm holdings and mechanization of agricultural operations. If rice prices go up, farmers will be encouraged to increase production by investing in irrigation and increasing area under dry season rice, and reducing the yield gap for the wet season. Increasing demand for Rice in the global market 5. 3Solution or possible solutions to those Challenges They should use a company’s internal strengths to take advantage of external opportunities whereas reduce the impact of external threat. Moreover, they ought to improving internal weaknesses by taking advantage of external opportunities while creating defensive tactics to reduce internal weaknesses and avoiding environmental threats. 6BCG Model for C. P. Thai Rice The C. P. Thai Rice business is the rice trader to both domestic and foreign market. The company has the rice to sell by auction from government. They divided their rice business in to two categories which are: 1) sell rice to the huge order, 2) sell rice in a form of small package to the convenience store or retailer. So the position of CP Thai Rice business can indicate rom the auction as follows: 1. ) Government auction in year 2543/2546 In this year, there are 9 rice traders who offer the rice in this period, the government chooses the 3 highest price offer company there are 1. ) Capital Serials Co, Ltd (part of Nakorn Luang Rice Trader) 2. ) CP Intertrade and 3. ) President Agri Trading Co, Ltd. In this auction, CP Thai Rice was be the first place and g ot the rice about 100. 493. 3 tons at the price of 8,672. 36 Bath:ton. 2. ) Government auction in year 2547/2548 The total rice quantity in this year is 440,000 tons. From 30 price offer trader, the government forecasted that the number one of this auction is CP Intertrade(121,301 tons with 15,500 Bath:ton), and next is Hual Chuan Rice Trader(14,500-15,500 Baht:ton) and Chareaonphol Ricemill(14,000-15,300 Baht:ton) From the 2 auctions report, we can summarize as follow: From the graph, we can conclude the CP Thai Rice in the Thai rice market that this business is in the â€Å"STAR† period because the company have a very high market share and market growth. The star business is the market leadership so company should use a large amount of money to invest and also generate a large amount of cash. If a company can maintain their large market share, the company will be the cash cow when the market decline in next future. 7Recommendation C. P. Thai rice under control of C. P Intertrade Co. Ltd, have been successfully in the global market as it has been export to more than 50 countries world- wide for more than a decade. Well-built networking, Trading arm and Strengths of the C. P. group are well supports to C. P. Thai Rice Product. Nevertheless, after many researches about this largest Conglomerate Company in Asia and their C. P. Thai Rice product, we have found a very important issue which is the rice bidding conspiracy corruption in Rice Industry. C. P. Company should avoid any corruption and bribery on bidding. Following the normal and legal processes will surely bring them a very beautiful success in the global market. Our Last words We have learned very much on this report after much research in every aspect of Charoen Pokphand Group and their Rice Product. This report has not only given us the knowledge of Charoen Pokphand group but also provide a better understanding of Global Marketing term and concept. Moreover we hope to educate other colleagues about the company . We are working on and for them to have a better understanding of this subject. List of References Poter, Michael E. 1980. Competitive Strategy. London: Collier Macmillan Publishers. Boon, Louise E. , and Kurtz David L. 2002. Contemporary Business. 11th ed: Harcourt College Publishers. McConnell, Campbell R. , and Brue, Stanley L. 2005. Microeconomics: McGraw-Hill Ryerson. Ferrell, O. , Hartline, M. , Lucas, G. , Luck, D. 1998. Marketing Strategy. Orlando, FL: Dryden Press. Childs, N. , 2007. Rough Rice Exports Critical to U. S. Rice Producers. Amber Waves. [ online] Available from: ers. usda. gov/AmberWaves/February07/Findings/RoughRice. htm [cited 12 August 2005]. Charoen Pokphand Group. , C. P. History. [online]. Available from: cpthailand. com/default. aspx? tabid=81 [cited 7 July, 2005]. Charoen Pokphand Group. , C. P. Businesses. [online]. Available from: cpthailand. com/Home/OurBusinesses/tabid/228/Default. aspx [cited 11 July, 2005]. C. P Intertrade. , Rice Product. [online]. Available from: cpthairice. com/Product/tabid/71/Default. aspx [cited 11 July, 2005].