Machieavelli’s Values of a Successful Ruler Free Essays

â€Å"Cruel to be kind† is a cliche often used in modern society. It suggests using rather harsh means in order to accomplish benevolent ends. For example a parent grounds his or her child for a month after the child is caught smoking. We will write a custom essay sample on Machieavelli’s Values of a Successful Ruler or any similar topic only for you Order Now The child thinks the punishment austere, but the parent inflicted the penalty to show the child that smoking is unhealthy and that he or she is breaking the law. Niccolo Machiavelli wrote â€Å"The Qualities of the Prince† to demonstrate how a ruler should rule and be successful doing so. He asserts that the prince (or ruler) must use questionable means to be an effective ruler and that a successful ruler exhibits questionable or nearly corrupt qualities. Three of these qualities are making one’s only profession war, miserliness, and deceitfulness. Machieavelli’s values of a successful prince (or ruler) sound remarkably similar to those equated with modern day politicians. The values he praises, however, are seen as faults and would not lead a politician to success presently. A prince, therefore, must not have any other object nor any other thought, nor must he take anything as his profession but war, its institutions, and its disciplines†¦ (Jacobus 35). † Machiavelli first states that war is very important in finding success. Having an overwhelming army is how most princes come into power and how most regain power when it is lost. In present day America, all public officials are elected. Although, the process prior to being elected may very well be likened to war, no physicality is employed. One may decide to campaign on a platform of war, but is not likely to prove prosperous as the vast majority of American citizens are opposed to war unless absolutely necessary. There are instances, however, where war is necessary. Were America being invaded, the public would cry for war in order to defend the country. But, using war to gain power in America would be considered a substantial offense, and the perpetrator could be sentenced to life (likely at the very least) or even be deported. Thus, we see an unnecessary concentration will not lead a politician to prosper. War expends a country’s resource. One of those resources is money. â€Å"In our times we have not seen great deeds accomplished except by those who were considered miserly†¦ (Jacobus 39). † Thrift is considered a virtue while miserliness a fault. Being thrifty means being more efficient with one’s money while miserliness refusing to spend it. Thrift is an excellent quality for a politician to have. That means he or she is good at managing money and that is an exceedingly important quality for one to have, especially in this age of foreign debt, inflation, and stock mark instability. Miserliness, on the other hand, denotes bad money management. If a politician is unwilling to spend money, no government- funded programs would get off of the ground; those programs already established would die. Machiavelli comments that in the practice of miserliness the ruler need not impose taxes. As much as any American citizen hates even the thought of taxes, they are absolutely necessary in order to keep our economical system functioning. Perhaps what the average American hates more than miserliness is deceit. One sees from the experience of our times that the princes who have accomplished great deeds are those who have cared little for keeping their promises and who have known how to manipulate the minds of men by shrewdness; and in the end they have surpassed those who laid their foundations upon honesty (Jacobus 43). † The most common stereotype with which we label politicians is that of having two faces or being deceitful. Politicians are well known for being liars and there is nothing they can do to escape this designation. They are always seen as saying one thing and doing another. He or she makes their platform tax breaks, but when he or she gets into office, they sign a bill to raise taxes. Deceit can only take one so far. After the population learns of the deceitful ways of their elected official, that official will not be re-elected. Machiavelli presents compelling arguments as to the success of his qualities. However, presently each of those values are despised by the majority of the American public. It scorns war, it detests miserliness, and it abhors deceit (perhaps this one above all). Therefore, we see that Machiavelli’s qualities would not lead a present day politician to success. The ideal leader is an honest and thrifty man who can fight his battles without the use of force. These characteristics apparently lead few men to successful leadership in the time of Machiavelli. However, One cannot expect things to be the same in this era as they were when Machiavelli lived, but there are some interesting parallels that present themselves when his words are analyzed. How to cite Machieavelli’s Values of a Successful Ruler, Essay examples

Popular Music Revolution free essay sample

Communists and led most to conform to a common societal standard. When the nation emerged from this era, teenagers sought to rebel against their parental authorities. They created everything from new styles of clothing to new styles of music to promote their newfound individuality. The new style of music evolving at the time was called Rock and Roll. Rock has been influenced by country music, by the blues, by classical music, by calypso, by rotational folk styles, and by a variety of other music conventions (Bell v). This variety reflects the varied backgrounds of young people at the time. Early successes In this new music genre Included Bill Haley, Elvis Presley, Fats Domino, and Chuck Berry. This music only succeeded because the conditions In society and the pollens of the youth in that time period allowed it to succeed. This music revolution is not unique.Similar revolutions will occur if and when the circumstances permit. This music revolution is not unique. Similar revolutions will occur if and when the circumstances permit. Modern music is going this direction, but has not reached the point of a new genre as of yet because conditions in so-city have not allowed a radical change.One of the most obvious elements which separates rock music from previous forms of musical expression is a dominant rhythm accenting a strong beat. Rhythm is defined as a basic element of music concerned with the duration of tones and the stresses or accents placed upon them (Columbia Encyclopedia). Rhythm, developed in the 1 12th century, was not a new phenomenon; however, previously, the only musical genre to place so much emphasis on rhythm was Rhythm and Blues, from which rock derived much of its sound patterns.To get enough protest from teens to start a music revolution, another major war must be fought. Conscription must be reinstated in the united States. Deaths of friends and family is usually enough to anger the population. Another factor that must be present is an overwhelming feeling of conformity. The early sass were a time when teens and adults all dressed in the same way, acted in the same way, and listened to the same music. These conditions must be present for another musical revolution to occur.A major difference in rock music to the prior music of the time was the instruct- imitation. Rock and roll placed a heavy emphasis on the guitar as musical expression. Jazz musicians used the electric guitar frequently, but it became very widespread with rock music. The formula for a rock band became an attar, an electric bass guitar, and a drum set. The common instrumentation led to a common sound between different bands. While most rock songs sounded different from each other, the instrumentation led to a familiar feeling in the genre. In the 0705, artists manipulated their sound more frequently in the recording studio to create distinct sounds. Pink Floods Darkies of the Moon album had a different sound than the generic rock formula. The trend toward electronics in the sass features bands such as The Prodigy and Orbital using sounds manipulated in recording studios by computers. The electric guitar itself has also evolved considerably. It is very common now to use multiple guitar effects in one song. The sound is distorted for a dif-efferent feel in the music.Different guitar styles have also evolved. Reggae and ask are off-shoots of rock music which came from the need for a different sound. These styles accent the offbeats in the rhythm rather than the standard accentuation of the beat. The strings on the guitar are picked up rather than down, allowing the higher pitched strings to be played first. Most of these changes occurred because artists and listeners ere tired of conforming with society, they were hungry for a change so they took the initiative and oaf-effected the music themselves.All of this evolution in instrumentation amounts to the fact that the elements for another music revolution do exist, but there must be a catalyst for change to bring them into effect. Many of the elements for a new musical revolution are present in society and the music industry. Different types of instrumentation and playing styles are becoming more popular with artists and listeners alike. This will eventually allow for a complete change in the sound of music heard y the public. The lyrics of modern songs indicate unruliness and anger among musicians.This indicates that the attitudes exist and it is possible that out of this overwhelming desire to resist authority, new songs will be written in new styles that may eventually lead to a new genre. The feeling that does not exist is the feeling that all citizens are the same and that they are conforming to societal standards. With increase-ins censorship of the Internet and privacy being infringed upon with new anti-terrorist laws, this feeling may begin to take hold of the nation. It IS not within the foreseeable, however, because these issues do not affect most of the population.Music is a medium of expression for all people, so the peoples music must speak to the people. Smaller changes have been made to rock music in the last forty-five years. If this genre is so malleable, then change must come frequently. Once the elements are in place, music will undergo a change. Rock music evolved out of conditions in society. If these conditions exist again, another music revolution will occur. Many of the elements are already in place, it is only a matter of time before the change.

4 key steps to starting a business - according to financial experts

4 key steps to starting a business - according to financial experts Attention entrepreneurs: Are you eager to kickstart your own business? Of course, the notion of being your own boss and taking your idea, nurturing it with some hard work and ingenuity, and grabbing hold of a little luck in order to turn it into a successful venture is an exciting prospect- and you may be itching to just throw caution to the wind and run with it as quickly as possible. That said, it may be in your best interest to slow things down a bit, temper your excitement with a little caution, and take some more cautious steps forward. After all, the business world is full of people who started off with grand plans for their new businesses but had their entrepreneurial visions knocked out of orbit by harsh reality, failed executions, and poorly-devised and ill-timed decisions.According to a recent article by Investopedia, â€Å"The Small Business Association states that only 30% of new businesses fail during the first two years of being open, 50% during the first five years an d 66% during the first 10. The SBA goes on to state that only 25% make it to 15 years or more. However, not all of these businesses need to fail. With the right planning, funding and flexibility, businesses have a better chance of succeeding.†So, perhaps the first question you should consider asking yourself when planning to start a new business is if you want to be on the winning or losing side of these percentages. Sure, that may not be a difficult one to answer, but whether or not you’re willing to do the requisite amount of careful planning when you’re at the critical initial stages of getting your business off the ground may a bit more tricky. If you’re looking to stack the odds in your favor, then consider the following strategies on how to start a small business, according to financial experts who’ve seen it all and know the most common mistakes and pitfalls to avoid.Define your valueYou may have nothing but the best intentions for wanting to start your own business, but are you sure it’s one that’s poised to generate value (think revenue)? Sure, money isn’t everything, but it is an essential component to making your business take off and be sustainable, so make sure that your venture is one that has a reasonable chance of returning on your investment of blood, sweat, tears, and start-up capital.Back up your hopes with analytics that project a clear and realistic trajectory into the black at some point in time. Also be sure to define how your business idea and brand stand out from the competition, disrupt your industry, and contribute substantively to the world- because if they don’t, then what’s the point?Plan (and plan some more)Enthusiasm is a great thing to have when starting a new venture, but it will rarely sustain a business past initial takeoff. Get grounded and make sure you plan- both for the immediate future and for what lies ahead. Temper your entrepreneurial excitement wit h a solid business plan that legitimizes your goals with demonstrably achievable milestones. (If you’re going to court startup capital from outside sources, this is an absolute must.)Also, take the time to do some long-range projections for your business (try one- and five-year plans to start); these can always be revised as your business idea grows and evolves, but they will be a huge help in determining whether you’re on track for success or a collision course with failure.Get helpNo person is an island, and your business shouldn’t be one either. Savvy entrepreneurs know to leverage their networks to take full advantage of the knowledge, talent, and experience of people in their orbits in an effort to make their business ideas. Regardless of your industry, running a business takes a wide and varied set of skills, and unless you’re an indomitable entrepreneurial wizard and jack-of-all-trades, do yourself a favor and rely on the expertise of others to ben efit your new venture. Don’t be afraid to pay for some outside advice and guidance if need be- consider it a sound investment.Learn from mistakesThe truth is, almost no one gets everything exactly right when starting a business. But often, the difference between a successful business and a flop is an entrepreneur who learns from their mistakes. You can either self-assess regularly, take note of what went wrong, and make a swift course correction†¦ or sit back, avoid self-assessment, and remain doomed to keep repeating failures. Consider the missteps that happen along the way as valuable learning moments, and use them to your advantage as you trudge forward.

Pope John Paul essays

Pope John Paul essays On May 18,1920, in Wadowice Poland, Karol Jzef Wojtyla was born. His parents names were Emilia and Karol; they had an elder son named Edmund who was born on August 27, 1906. Emilia also gave birth to a daughter however, there are no records of her birth, baptism or death as a baby. Lolek (as Karol Jzef was called by his family and friends) was baptized by a military chaplain, Father Franciszek Zak on June 20,1920 at St. Marys Church. September 15, 1926 Karol began first grade at a local school. Here he excelled in all areas of study; religion, math, drawing, singing, games handicrafts and exercise. Soon though his life would change forever. Emilia was often very sick, and died at the age of forty-five due to kidney failure, and heart disease. Lolek was only in the third grade at the time of his mothers death. To this day Pope John Paul II keeps a photographic portrait of his parents on a table in his bedroom at both the Vatican and his summer residence at Castle Gandolfo and that is how he remembers his mother. After Karols mother died, his father (referred to in Wadowice as the captain) began to take on the responsibility of both parents. Their day began at 7 oclock in the morning with mass at St. Marys church where Lolek served as an alter boy. They would then eat breakfast, and get ready for school. In the early afternoon Lolek would meet his father for the main meal of the day, followed by two hours of playing and homework. At night, the captain would make a light meal for supper then the two would take walks together. During his high school years Lolek began to grow closer to his elder brother Edmund. They were never able to spend a lot of time together because Edmund was away at medical school. When he moved closer to home, they went to soccer games, and visited together while Edmund was at work in the hospital. On December 5,1932 Loleks brothe...

The relationship between justice or rights Essay

The relationship between justice or rights - Essay Example It can be noted that there is a correlation between the concepts of rights and law. As such, this paper seeks to critically analyse the relationship between rights and law. It starts by defining these two concepts in order to get a full understanding of their meanings. The main part of the paper discusses the theoretical framework underpinning these two concepts. Human rights are literally the rights that one has simply because he or she is human. Donnely (1998, p. 3) posits to the effect that â€Å"human rights, because they rest on nothing more than being human being, are universal, equal and inalienable. This means that everyone is entitled to human rights and is empowered by them regardless of creed or belief. Theoretically, Joel Feinberg: â€Å"To have a right is to have a claim to something and against someone, the recognition of which is called for by legal rules or, in the case of moral rights, by the principles of an enlightened conscience,† (1980 p. 159-160). Human beings should be treated as equal and their rights should not be violated by others. As going to be discussed in detail below, there are various institutions that are mainly concerned with protecting the rights of people in different countries. ... Thus, in different countries, respective governments lay down binding regulations that form the law of the land as enshrined in the constitution (Muller et al, 2007). As such different cases are reported to different courts and these have the power to settle issues that may exist among different people in the society. The law also stipulates that all the accused persons have the right to fair trial and they are innocent until they are proven guilty by the court. In most cases, the law is specifically meant to regulate the behaviour of different people in their societies. From the above explanations, it can be seen that there is a close relationship between the concepts of rights and law. In as far as the concept of rights is concerned, John Locke’s Second Treatise Government 1776 posits to the effect that individuals have natural rights to their lives, liberties and estates (Donnelly, 1998). In the absence of government, these rights are of little value. Therefore, the governm ent has a responsibility to ensure that the rights of the people are protected. The existence of the government and people’s rights are complimentary as they are designed to serve the interests of the people. The government is an institution that has the power to enact laws that guide the behaviour of the people in their respective countries in order to ensure that there is peace and harmony among the people. In essence, the existence of the government is mainly concerned with protection of people’s rights so that they are not violated. It can be noted that there is a close link between the concepts of law and rights. According to Locke’s philosophy of inalienable rights among the people, the government is based on social contract between the rulers and the ruled (Tackach,

Tooth transplantation Essay Example | Topics and Well Written Essays - 1250 words

Tooth transplantation - Essay Example Patients must be carefully selected for this procedure. The patient must be healthy, available for follow-up visits, and able to follow post-operative instructions. Patients must also demonstrate that oral hygiene is a part of their regular lifestyle. Furthermore, suitable candidates must have a recipient tooth and a donor tooth to undergo the procedure. Patients’ cooperation and understanding are of utmost importance for predictable results (Clokie et al, 2001). Autogenous tooth transplantation is usually done because of tooth loss due to dental caries, mainly in the first molar of the lower jaws. â€Å"Transplantation can also be opted in cases like tooth agenesis (premolars and lateral incisors), traumatic tooth loss, canine atopic eruption, root resorption (body of the cells attack and destroy a part of a tooth), large endodontic lesions, cervical root fractures, and localized juvenile periodontitis† (dentalcareadvice, 2010). The above pictures (by kunni dental office) demonstrate the removal of the third molar (the wisdom tooth) that is transplanted to the site of the first molar which is beyond repair. The site must be prepared well to receive the donor tooth. There must be sufficient space and alveolar bone structure to accommodate and support the donor tooth. Teeth with poor shape and root morphology are not used in transplants (dental care advice, 2010). The success of the procedure depends on how well healing takes place after the transplantation. Normally, the tooth with a healthy periodontal ligament provides a higher degree of success. Tooth length and development stage are also important factors in determining the success of the procedure. There is less chance of necrosis (cell death) and higher chance of pulp survival when the premolar has already completed half to two third root development. Placement of implant supported prosthesis or other type

Red Bull Company Description Commerce Essay

Red Bull Company Description Commerce Essay An Austrian Company created Red Bull back in 1987. Red Bull is an energy drink and is also the worlds most popular energy drink, having sold 4.6 billion cans in 2011. The drink was first sold in Thailand and then modified to suit the tastes of people in the United States. A single can of Red Bull has the same amount of as a cup of coffee. Depending on the country, the level of caffeine in a can of Red Bill can vary, as some countries have restrictions on how much caffeine is allowed in drinks. The product is marketed through advertising events such as sport team ownerships, celebrity endorsements, and music. Unfortunately, Red Bull is not market approved in France, Denmark, and Norway. But Red Bull is legal in 164 countries around the world. Due to the potential health risks associated with the drink, Red Bull has been heavily criticized. We will further discuss in detail the health risks associated with the energy drink in the contents of our paper (redbull.com). Mission Statement According to Red Bull, [Their] mission is to be the premier marketer and supplier of Red Bull in Asia, Europe, and other parts of the globe. [They] will achieve this mission by building long-term relationships with the people who can make it become a reality (redbull.com). The company also has a vision statement that focuses on 5 aspects of their company values: People, Portfolio, Partners, Profit, and Productivity. Red Bull wants to be a great place to work; where people are inspired to be the best they can be. They want to bring to the world a portfolio of quality beverages that anticipate and satisfy peoples desires and needs. Red Bull wants to nurture a winning network of customers and suppliers; together we create value. They want to maximize a long-term return to shareowners while being mindful of [their] overall responsibilities. Red Bull also wants to be a highly effective, lean, and fast-moving organization (redbull.com). Situation Analysis Industry Analysis Trends In the drink market, energy drinks are arguably the fastest growing and most creative group. Since 2004, the mar has annually increased volume growth by about 14 %. Geographically, the most consumers are in Asia, followed by North America and Western Europe. According to the 2010 Global Energy Drinks Report, Australia and Latin America are two regions that have recorded strong double-digit growth in energy drink volumes. Availability is the key drive of sales and energy shots are quickly becoming the next fab (rcciinsight.com). Competitors In the energy drink market there are numerous companies and a select few vying for Red Bulls top spot. Rockstar, Monster, 5-hour energy, full Throttle, NOS, Pepsi Co., and Coca-Cola Co. are the main competitors. Monster energy drink with the logo of three claws in the shape of a M is distributed by Hansen Natural Corporation in Corona, California. With a fairly tolerable taste, this drink sparks you up and packs quite a vicious punch. Rockstar was formulated in 2001 and is one of the fastest growing drinks in the market. This brand also has products that figure in the list of energy drinks with alcohol. Full Throttle is produced by the Coca-Cola Company and debuted in late 2004. They are well-known for their great flavors (buzzle.com). Consumer Profile Demographic shifts, as well as changing consumer attitudes, will also have an impact on energy drink sales. Younger consumers have been the primary consumers due to their taste and image characteristics. From a consumption standpoint, energy drinks have benefited from their use as a mixer with spirits. However, promoting the use of an energy drink to younger consumers or as a mixer has led to negative publicity for some energy drink brands. According to Mintel principal trends analyst Richard Cope, People are working longer into retirement and there is a greater need for products geared towards vitality and health in the senior workforce. At the moment energy drinks are marketed towards the youth market, he said, but they will become more about getting people through the day at an older age (rcciinsight.com). Technology Technology, or more specifically the internet, has created another link between Red Bull and consumers. When visiting their website, people are able to view various aspects of the company. There are links for: products and company, videos, photos, music tracks, just epic, games, ted bulletin, redbull.tv, and red bull signature series. This technology does an excellent job of promoting the brand in many different ways (redbull.com). SWOT Analysis Strengths Red Bull has numerous strengths. The company was founded in 1984 and by 1987 it launched its first product in a completely new category of drinks. Today Red Bull is sold in 164 countries around the world. Since its debut 25 years ago, Red Bull has sold 30 billion cans, with more than 4.5 billion last year. Due to their success both domestically and internationally, the company has expanded to over 8,000 employees worldwide (redbull.com). Their leadership within the energy drinks market is sub-none. They are by far the most popular company. Top-seller Red Bull posted $2.3 billion in sales, which is a 14.3 percent increase, according to Symphony IRI data (bevindustry.com). According to Red Bull, Numerous scientific studies on the product and the individual ingredients prove that Red Bull Energy Drink: increases performance, increases concentration and reaction speed, improves vigilance, stimulates metabolism, and makes you feel more energetic and thus improves you overall well-being (redbull.com). Weaknesses Despite having numerous strengths and worldwide popularity, Red Bull still has a few weaknesses. To begin with, Red Bull is in the above average price range of the energy drink market. Secondly, there is a substantial lack of innovation. Red Bull only offers a few products where as some of their competitors offer more. Third, Red Bulls recipe is not patented. This could potentially lead to another company producing a very similar or exact product with just a different name. Fourth, Red Bull is not yet a large corporation as they still have less than 10,000 employees (Tyagi). Threats The biggest threat to Red Bull is Red Bull itself. The ingredient mix that their products contain is not FDA approved. On top that, government and scientists are finding that high amounts of caffeine, sugar, and taurine are extremely unhealthy and potential fatal. France and Denmark have gone to such measures as to ban Red Bull as a cocktail of death. High amounts of sugar have been found to cause serious health problems. A small amount of taurine, which is still a vastly unknown ingredient, is thought to be beneficial, but scientists are beginning to find health risks it causes. Red Bull energy drinks also contain a highly dangerous chemical called Glucuronolactone. The US Department of Defense developed this product during the Vietnam War as a hallucinogenic drug to stimulate troops morale. According to reports, their effects in the organism were so devastating, that is was discontinued of the high index of cases of migraines, cerebral tumors, and liver diseases that occurred in th e soldiers who consumed it (Helmi). Red Bull must carefully watch its larger competitors, Pepsi and Coca-Cola, who would like nothing more than to obtain Red Bulls consumers. Also, healthy organic energy drinks are starting to enter and become competitive in the market (Tyagi). Opportunities Red Bulls greatest potential lies in its opportunities. Sales of energy drinks have taken on the energy of its products compared to a year ago. The energy drinks category increased 15.7 percent for $6.9 billion in sales, according to Symphony IRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart (bevindustry.com).To begin with, since they only have a few products, Red Bull has the opportunity to create new products. Second, they have an unlimited ability to advertise and promote their brand. Currently, Red Bull is the major player in the action and outdoor sports advertising. However, if they were to continue doing that, but also enter into another market such as UFC, boxing, or even mainstream sports such as football or baseball, this would create a potentially exponential consumer base. Third, if Red Bull could partner with a popular company such as Facebook or Apple, this wo uld create more everyday exposure via social media (Tyagi). Marketing Objectives A marketing objective is a statement of what is to be accomplished through marketing activities. The goal of Red Bull is obviously increasing sales more than last year. Red Bull leads an energy drink industry so far; however, Monster has been catching up greatly in the past a few years. Therefore, they need to have a good marketing objective to keep the position of number one seller in an energy drink industry and increasing their sales. In order to accomplish their marketing plan, they need to cover several criteria of marketing objective such as realistic, measurable, time-specific, and compared to a benchmark (redbull.com). Red Bull refused to publish their earnings, profits and specific marketing goal; however, increasing their profit than past years is clear and accurate their goal of every year. They also compute their annual profit end of a year every year. In 2011, Red Bull sold 4.631 billion cans worldwide. It represents an increase of 11.4% against 2010. Company turnover increased by 12.4%, from 3.785 billion Euros to 4.253 billion Euros. Therefore, their key areas such as revenues, sales, productivity, operating profit, and the figures recorded were the best in the history of the company so far. According to industry marketing reports, The main reason for such progressive figures include exceptional sales, especially in key markets such as the USA (+11%) and Germany (+10%) and also in other markets such as Turkey (+86%), Japan (62%), France (+35%), and Scandinavia (+34%) combined with efficient cost management and ongoing brand investment. The result of these figures indicate Red Bull continue i ncreasing sales and accomplishing the goal. Red Bull is successfully growth because of their marketing plan that increasing their profit than past years and computing their annual profit end of a year are realistic, and time-specific (redbull.com). In order to increase a profit of the company, advertisement is one of very important elements. Red Bull builds up unique marketing campaigns and many different kind of activities such as mountain biking, snowboarding surfing, skateboarding, freestyle motocross, and Formula 1 racing. They just succeeded in the marketing campaign Red Bull Stratos. Felix Baumgartner jumped at 128,000 feet above the Earth that reached a high speed of 833.9 miles per hour. People cannot get a picture of Felix without the Red Bull logo and that is their marketing strategy. Red Bull considers that marketing is not just department (Chun). Their extreme sports activities contents represent the symbol of their brand; therefore, they launched Red Bull Media House service. Red Bull Media House is a multi-platform media company with a focus on sports, culture and lifestyle. They provide and distribute the videos, which are precious, cool, and adventurous; therefore, people are able to get thrills from the movies. The marketing plan of Red Bull Media House is making profit from its services. They also expect the service serve a function as an advertisement and help to increase sales of Red Bull. According to Red Bull founder and CEO Dietrich Mateschitz, he states, In long term, we expect that Red Bull Media House to be profitable. Therefore, their marketing objective of Red Bull media House is not clear. There is a realistic to achieve their goal when they consider long term to get profits from its Red bull media house services because especially the attentions from young people to extreme sports are increasing. Red Bull Me dia House also needs to become more popular to be profitable. Their goal is not measurable and time-specific because Dietrich just mentions Red Bull Media House will be profitable in the future. Their plan is too vague and they do not determine the date of their achievement such as December 31, 2015. However, at the same, they also consider Red Bull Media House is part of marketing content and desire that the services and the video of Red Bull Media House assist sales of Red Bull. Therefore, we can see the logotype of Red Bull on the players helmets, caps, and shirts in the movies from Red Bull Media House. They are excited to launch Red Bull Media House and provide the services; even though, they might not be able to make profits the first a few years because they tend to consider the loss of profits as expenditure of marketing (Iezzi). Marketing Strategy Target Marketing Strategy A target market is a group of individuals that is most likely to buy a firms product based on similar characteristics, preferences, and lifestyles. From the beginning, Red Bull has set out to associate itself with youth culture and extreme, adventure-related sports. Red Bulls target market is mainly Generation Y, aged anywhere between 18-35, who enjoy extreme sports and an active nightlife. This active group of individuals does not respond well to the typical, classic marketing strategies of most companies. Red Bull relies heavily on a strategy that has become known as viral marketing, or word-of-mouth, to spread the popularity of the drink, rather than traditional methods. Red Bull is trying to be as close as possible to its consumers in its distribution strategy and likewise in its promotion strategy by having a street marketing strategy. They have put themselves in the center of their target market and made themselves an icon in a wide variety of sports such as mountain biking, mo tocross, BMX, windsurfing, snowboarding, skateboarding, kayaking, cliff-diving, surfing, rally, Formula 1 racing, NASCAR, desert racing, and even breakdancing. This may be a wide selection, but it is great for Red Bull because each sport is focused around Generation Y, which gives them a broad fan base. Marketing Mix Product Red Bull is arguably one of the most publicized and well-known organizations in the action sports community, which is phenomenal considering they essentially only have one product. This one product was the first energy drink of its kind, and has basically remained the same ever since. They have added a few variations of the original, Sugar Free and Total Zero, along with Red Bull Editions that give a slight variety of flavor. Red Bull was developed specifically to increase mental and physical exertion, increase performance and concentration during times of stress, and improve reaction speed, which is where their slogan Gives You Wings started (redbull.com). Place/Distribution Red Bull distributes their product through a few different distribution channels. The first is the Direct Channel where the producer interacts with the consumer. They set up booths or have the Wings Team drive their Red Bull cars to events and hand out their product to consumers first hand. The other distribution channel is the wholesaler channel in which Red Bull sells their product to a wholesaler, who then sells it to a retailer such as gas stations and convenience stores, who then sell it to the consumer. Red Bull is also involved in the bar scene and has strict rules about mixing the right drink and a bar. The barmen are instructed to give what remains in the can to the consumer to further Red Bulls visibility of the product (Louvet). Promotion Red Bulls promotion strategy began with the Wings Team, who were attractive female students, whose role was to establish a relationship with the consumers, to have them discover the product, and see what consumer opinion was. Red Bulls first target was college campuses, because this is where they felt they could make the biggest impact, on students who were seeking an extra boost of energy. Red Bull would consult with the Student Brand Manager at school to ensure that Red Bull was present at every strategic moment on the social calendar such as sporting events and big parties. The strength of Red Bull is an ability to instill a genuine passion for the brand in the Wings Team and the Student Brand Managers. Thus, these committed people are more likely to promote a good image of the brand and to have a greater positive impact on targeted consumers (Louvet). Since this, Red Bull has expanded drastically and changed their promotion strategy. Red Bull explicitly states that they do not involve themselves in print advertising such as newspapers and magazines; instead, they rely on television, social media, and outdoor media to advertise. Since 1992, Red Bull has created cheap cartoons with simple but recognizable drawings, telling funny and simple stories. These were a huge benefit for them because they were easily adaptable to markets all across the globe. Red Bull also displays outdoor media at every even possible with huge tents and exhibits, inflatable cans and arches; as well as custom painted helmets, racecars, helicopters, and airplanes for all of their athletes. Social media has become Red Bulls best way of advertising. It is an easy way to get one simple picture, video, or message around the globe in less than a few seconds. They are famous for their viral videos, which are spread entirely by fans and followers. Red Bull currently has 34.5 million likes on Facebook, 480 thousand followers on Instagram, 843 thousan d followers on Twitter. With all the advances in Internet and social media Red Bull has found a perfect niche market where the consumer spreads the word faster than the producer (redbull.com). Price Red Bull sees themselves as a high quality company that offers a high quality product, which is why they have a strict pricing policy. Their product is the most expensive amongst competitors because they are prestigious and have customer loyalty (redbull.com). Implementation, Evaluation, and Control Marketing Research Red Bull has managed to revolutionize the world of energy drinks. It has permeated globally and hopes to expand into even more countries. Their success can be traced to a well-established marketing plan. Since their inception into the market, Red Bull has relied on their research to follow a successful path. According to Lamb, marketing research can help managers in several ways, it improves the quality of decision making and helps managers trace problems (pg. 292). By having a well-established marketing strategy a company can be very profitable. Red Bull has chosen to reposition themselves by targeting a specific market. They opt for targeting younger individuals involved in action sports and with a very active lifestyle. Red Bull has a very unorthodox way of marketing; they rely heavily on buzz marketing or word of mouth. It is amazing that a world renowned company reached such success simply with an effective marketing strategy and by word of mouth advertising. Another concept ent ailed in marketing research is, the ability to understand the ever changing marketplace. This is another factor that has contributed to their success because they are aware of the changing trends, especially amongst the younger population or in other words, generation Y (redbull.com). Organizational Structure and Plan According to Lamb, many of the historic sources of competitive advantage-technology, innovation, economies of scale-allowed companies to focus their efforts internally and prosper (pg. 7). In other words, Red Bull has been able to become successful because it has followed through the many factors that instill competitive advantage amongst other brands in the market share. Red Bull really takes into consideration the three factors that allow for a proficient organizational focus. These are customer value, customer satisfaction, and building relationships. Firstly, customer satisfaction is customers evaluation of a good or service in terms of weather it has met their needs and expectations (Lamb, pg 9). Customers that purchase Red Bull already have an opinion and know what to expect from the product. Secondly, building relationships, which is attracting new customers or maintain its current customers. Companies can expand market share in three ways: attracting new customers, increasing business with existing customers, and retaining current customers (Lamb, pg. 9). Thirdly, relationship marketing, as a strategy that focuses on keeping and improving relationships with current customers. All these components contribute to customer relationship management. In which, the company designs a business model to reduce costs and increase profitability by strengthening customer satisfaction and loyalty. Red Bull does a great job of implementing all of the three components in maintaining a good relationship with its customers. For example, a young person who is interested in extreme sports has loyalty to the product, because Red Bull is associated with the sport and it probably sponsors the popular athletes (redbull.com). Financial Projections Red Bull has made a few projections regarding its finances and advertising strategies. One of their strategies was to become more aggressive in their strategies, some were introduced at the end of the 2011 fiscal year. According to their website, In 2011, 4.631 billion cans were sold worldwide. That is an increase of 11.4% since 2010. In all key areas such as sales, revenues, productivity and operating profit, the figures recorded were the best in the companys history so far (redbull.com). In other words, as of the end of 2011, Red Bull employed 8,294 people in 164 countries. The companys marketing plan for 2012 stated that, Market Share Red Bull anticipates through the following year to be able to increase its market share by 10%, raising it to 58% of the market share. Through various media channel , Red Bull has set a goal to set itself further ahead from all competitors and build an undeniable brand loyalty among a different demographic (redbull.com). Implementation Timetable In this section, the company implements the marketing strategy and establishes company goals. As explained previously, Red Bull hopes to generate more sales resulting from their new marketing plan. The company plans to advertise, on the web, trial, sponsorship, promotion, viral and on television. However, for the years to come they hope to shift their target market from young individuals to 35-65 year olds. The company also stated some goals for this year. They want to increase revenue by, the following year, Red Bull has set a goal to increase revenue by 20% $6.22 billion . By gaining customers in a new demographic, as well as releasing a revamped campaign, Red Bull believes this is possible (redbull.com). This is to say that, the company has established goals that can be attained if their marketing plan is successful. It is very likely that it can accomplish those goals, simply because even after many years, it remains the top name in energy drinks. Positives, Negatives, and Recommendations Positives The worlds most recognizable and profitable energy drink Red Bull posted revenue of more than $5.1 billion in 2010, and sales of the product are continuing to increase each year. Red Bull spends an unbelievable 30-40% of their revenue on marketing. The majority of Red Bull energy drinkers are between the ages of 18-34 year old males. The drink grabbed the attention of their target user and flawlessly grew, and become the brand marketing strategy that translated into We are with you and one of you. The recent 2011-2012 focus of Red Bull energy drink is trying to increase awareness among the 35-65 crowds, both male and female. The reason for Red Bulls remarkable marketing strategy relies solemnly on the following four concepts (Andy): 1. Consumer engagement through sportsmanship 2. Videos of extreme athletic accomplishments posted on YouTube that go viral. 3. Brand recognition through logo saturation. 4. Attainment of widespread brand recognition and loyalty first among a core demographic, then building a credible bridge to achieve it. Because Red Bulls targeting audience is the Y Generations, the company has developed a Wings Team to develop and establish a relationship with the consumers and to discuss with consumers about their appreciation or dissatisfaction of the product. One of Red Bulls strategies is to be present at school events, big parties, sporting events, and school/social calendars. One of the many strengths of Red Bull is their genuine passion for their brand and consumers who are committed to their energy drinks. These committed people are likely to promote a good image of the brand and have a greater impact on targeted consumers (Louvet). Negatives Even though Red Bulls marketing strategy is proven to be the best, they are facing a negative publicity about the health risks that the drink leads to. Because of the many health risks associated with the energy drink, countries such as Denmark and France have banned the drink from their markets. The energy drink contains high level of sugar and caffeine and taurine, therefore causing a variety of health risks such as heart problems, vertigo, hallucinations, damaged tooth enamel, and other permanent problems. Some studies that were conducted showed that the product is linked to heart disease and high blood pressure. Unfortunately, the product has not been thoroughly clinically tested as of yet. A disadvantage of Red Bull is that the product is expensive compared to other caffeinated beverages. Due to these issues, Red Bull has recently developed Red Bull Cola, which is an all-natural, containing no synthetic preservatives or flavors energy drink (Louvet). Recommendations As a group, we concluded that Red Bull should try to decrease their pricing in order to maintain their target market of the young generation. If the energy drink continues to increase in price, it might push the product out of its prestige position in the market. Red Bull is known for campaigning at school events, extreme sporting events, etc. but this must be kept unchanged if the product wants to continue their strategic marketing plan. For the long run of Red Bull, the company should be thinking about some ethical aspects of the product, such as the negative health risk associated with the drink.