Cultural Influences On Masculinity And The Beauty Bias By...

Cultural Influences Throughout History on Masculinity and Feminism There has been many influences regarding masculinity and feminity throughout past and recent years in America. Society, along with the media, has created a social spectrum with masculine and feminine on each extreme end. Society has altered the peoples perceptions of what a man and woman should act like, look like as well as be like within the society. Individuals who fall in-between the two extreme ends of the spectrum are belittled and mocked in a sense that who they are as a being, is not typical. This paper will examine the cultural influences on masculinity and feminity throughout history, and recent years. Manhood in America, written by Michael Kimmel and The Beauty Bias, written by Deborah Rhode elaborate on the topic of the construction of gender roles placed on individuals in society. Kimmel(1996) examines the history of masculinity and the idea of a masculine figure, whereas Rhode focuses on the cultural pat terns of beauty women are faced with. Kimmel: Manhood in America Kimmel(1996) focuses on the definition of masculinity and how it has changed over time as well as how the experience of manhood has shaped the activities of American men. Kimmel(1996) claims that men have no history throughout America. There are many books, according to Kimmel(1996), that do not explore: the experience of being a man, manhood, structured lives of men who are their subjects, organizations and institutions theyShow MoreRelatedStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pagesand Moods 115 Selection 116 †¢ Decision Making 116 †¢ Creativity 116 †¢ Motivation 117 †¢ Leadership 117 †¢ Negotiation 117 †¢ Customer Service 118 †¢ Job Attitudes 119 †¢ Deviant Workplace Behaviors 119 †¢ Safety and Injury at Work 119 †¢ How Managers Can Influence Moods 120 Summary and Implications for Managers 121 Self-Assessment Library How Are You Feeling Right Now? 98 Self-Assessment Library What’s My Affect Intensity? 104 Myth or Science? We Are Better Judges of When Others Are Happy Than When They Are

Nutrition Health And Wellness - 797 Words

Lark Group topic: Health and Wellness In today’s session, PO learned about how drugs and alcohol can disrupt the normal functioning of the body and how better nutrition can help diminish some of these biochemical and digestive problems. PO had moderately participated in the group activities and discussion by actively asking and answering questions that address â€Å"Balanced Nutrition†. PO seemed to gain an understanding about how poor diet choices and nutritional deficiencies plays role in his recovery. PO completed the weekly treatment progress report, stated that he did not attend any self-help meeting, and stated â€Å"I am going to inpatient treatment on 03-02-2016†. PO’s response to the treatment was appropriate. Watkins Group topic: Health and Wellness In today’s session, PO learned about how drugs and alcohol can disrupt the normal functioning of the body and how better nutrition can help diminish some of these biochemical and digestive problems. PO had moderately participated in the group activities and discussion by actively asking and answering questions that address â€Å"Balanced Nutrition†. PO seemed to gain an understanding about how poor diet choices and nutritional deficiencies plays role in his recovery. PO completed the weekly treatment progress report, which indicated attended two self-help meetings, and provided verification. PO’s response to the treatment was appropriate. Stamps Group topic: Health and Wellness PO was not present for IOP groupShow MoreRelatedBusiness Proposal for Health, Wellness, Exercise, and Nutrition Outreach Education708 Words   |  3 PagesBusiness Proposal for Health, Wellness, Exercise, and Nutrition Outreach Education Objective: Outreach Foundation, with the support of major sponsors including small business, corporate, and educational institutions, is on a mission to educate students about the importance of diet and exercise in their personal lives. To challenge our youth to visualize their future as fit, strong and healthy citizens that will allow them an expanded vista of enjoyable and healthy athletic activities. With theRead MoreNestle s Objectives Of Nutrition Health And Wellness, And The Industry Reference For Financial Performance Essay935 Words   |  4 Pagesprovide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night (Nestle, S.A., n.d.). 2. Objectives Nestle’s objective is to be the leader in Nutrition Health and Wellness, and the industry reference for financial performance, trusted by all stakeholders 3. Strategies †¢ Creating Shared Value – Identify what the consumers want and how they want them. Use innovative and sustainable ways to deliver them. 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Sometimes, people do not really consider what makes up wellness, they simply think of it as being â€Å"well†. Wellness may be a state of being â€Å"well†, however, it incorporates different areas such as nutrition, health, safety, nurturing, and emotional stability. People must be healthy in all of these areas in order to achieve wellness. This is not an easy task for an adult but definitely not for children. In order for children to achieve wellness, they are completelyRead MoreThe Food Service Position At Missouri State University ( Msu )937 Words   |  4 Pagesundergraduate studies, my interest in dietetics began with the culinary side of food, and then grew to a fascination of how nutrition impacts health. This fascination evolved from collecting recipes and looking for peanut allergy alternatives, to tra nsitioning into vegetarianism and experimenting in the kitchen to meet my nutrition needs, and finally watching changes in health impact the nutrition of my parents – my mother after having her gallbladder removed and my father with a diabetes diagnosis. LeadingRead MoreThe Nu You Youth Initiative ( Nyi ), An Enrichment Program Sponsor859 Words   |  4 PagesThe Nu-You Youth Initiative (NYI), an enrichment program sponsor by Nu-You Wellness, has recognized that sedentary lifestyle and lack of healthy eating in today’s youth is contributing to the obesity pandemic in the Western world. This program is determined to create a long term change in attitudes of youth 10-18 in regards to maintaining an overall healthy lifestyle in hopes to bring an end to this epidemic. 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For the sixth grade through eighth gradeRead MoreThe Popularity Of Healthy Food And Poor Nutrition777 Words   |  4 PagesAs the popularity of healthy eating and wellness increase, so does poorer nutrition in the consumer. â€Å"Over thirty-five percent of adults and almost seventeen percent of children and adolescents are obese in the United States alone.† (Pomeranz, 2013) With the increasing importance placed on healthy living and nutrition in America it raises the question, Why do so many people face diseases related to poor nutrition? Several factors are thought to be attributes to the correlation of the consumer’s perception

Learning Styles Free Essays

Executive Summary Learning also known as studying usually occurs when some one can demonstrate that he/she knows something that they don’t know before and/or when they can do something they couldn’t do before (skills).  Learning is set of skills, and like all other skills one can improve and develop them over time. Therefore it is important spending some time reflecting  on how to learn best, so that once learning can be more efficient and effective. We will write a custom essay sample on Learning Styles or any similar topic only for you Order Now Honey Mumford’s (1986) designed a Learning Style Questionnaire, which has four styles and these styles are Theorist, Activist, Reflector and Pragmatist.  One of the four learning styles described by Honey Mumford (1986) is what we shall consider in this paper. Reflectors Reflectors like to stand back to ponder experiences and observe them from many different perspectives. They collect data, both first hand and from others, and prefer to think about it thoroughly before coming to any conclusion. The thorough collection and analysis of data about experiences and events is what counts so they tend to postpone reaching definitive conclusions for as long as possible. Their philosophy is to be cautious. They are thoughtful people who like to consider all possible angles and implications before making a move. They prefer to take a back seat in meetings and discussions. They enjoy observing other people in action. They listen to others and get the drift of the discussion before making their own points. They tend to adopt a low profile and have a slightly distant, tolerant, unruffled air about them. When they act it is part of a wide picture which includes the past as well as the present and others’ observations as well as their own. Conclusion Honey and Mumford (1992) define a reflector as one who likes to stand back and ponder experiences from many different angles. They collect data and prefer to think about it thoroughly before coming to any conclusion. They tend to be cautious and thoughtful and usually listen to discussions and get the gist of the arguments before making their own points. Once you have identified that the reflector learning style is the one that most closely suit you. You can improve your learning skills following the Honey and Mumford strategies stated in this paper References 1. De Bono, E. (1967) The Use of Lateral Thinking, Penguin Books Ltd, Harmondsworth. 2.   Honey, P. and Mumford, A. (1986) The Manual of Learning Styles Peter Honey, Maidenhead, UK. 3.   Honey, P. and Mumford, A. (1992) The Manual of Learning Styles, Peter Honey, Maidenhead, UK. How to cite Learning Styles, Essay examples

Social Organization Essay Example For Students

Social Organization Essay Swazis are said to belong to the Nguni people who lived in central Africa andmigrated to southern Africa. They speak the Siswati language , a languageearlier spoken by the Nguni group of the Bantu family. They seem to have settlein Swaziland around five hundred years ago. They were then ruled by the Britishfrom the mid 19th century to mid 20th century. Swaziland is a monarchy and isruled by King Mswati III. Social Organization The social organization in theSwazis is like any other African tribe. The homestead is the economic anddomestic unit of the family. It is headed by the Umnumza or headman who is incharge of the family which includes his wives and children. Sons will bringthere wives to the homestead and setup home within it while the daughters moveto their in-laws. The occupants who reside in the homestead can also be distantrelatives or non dependents. Therefore the number of people for whom the headmanis responsible economically ,legally and by ritual may vary according his s tatusand wealth. A wealthy headman may have many wives therefore he has a largenumber of people he is responsible for. The headman usually would subdivide thelarge homestead in order to gain access to larger tracts of cultivable land ordivide quarrelsome wives . The homestead is planned according to therelationships between its inhabitants . Usually in the center of the homesteadis the cattle pen and grain storage units, which are underground flask shapedpits. Women are not allowed access to theses places. The living quarters aregrouped in a semicircle with the indlunkuku ( great hut) which is home to themost important woman in the homestead , the mother of the headman. If she isdead then a substitute mother is appointed. On the sides are the quarters of thewives ,each with her own sleeping ,cooking and storage huts and enclosed with areed fence for protection against wind . The ranking of wives is not rigid butit depends on the headman and his preference of wives. the clear demarka tion ofthe wives huts and the fact that each of them own their own garden land andcattle does not erase the fact that the headmans mothers house is supreme. The children sleep with their mothers until they are old enough to stay withtheir paternal grandmother . Then they are separated by sex . Growing girls stayclose to their mother while boys and unmarried men stay at the edge of thehomestead. Marriage is important to Swazis. Arranged marriages are common butare declining because of the growing independence of the women which issupported by western culture. After the bride has been selected the two familiesstart formal negotiations concerning the bride price. The bride price is paid inorder to get married. The king is an exception to this, he has the right to takeby force any girl he likes (quoma). The bride price is usually cattle .Itdiffers with the status of the women, commoners ask for 100 while princesses askfor 200 cattle or more . The Swazi marriage is an elaborate affair. It consistsof many religious ceremonies . This too is declining because most Swazis areChristian converts and prefer to get married in churches. The bride is s ent fromhome with blessing from her ancestors and gifts fro her in-laws. Initially shehas to appear reluctant and decline the welcome demonstrations held by herfuture in-laws. she enters the cow pen where she is pleading her brothers torescue her. In the end she accepts her faith and her future mother in-law smearsred clays symbolizing loss of virginity. She is given a baby which depicts herrole as a mother and wife. As most African tribes polygamy is accepted andencouraged in the Swazi culture. Polygamy is only practiced among Swazis whoare wealthy and can support their wives. In the Swazi culture the woman primaryrole is to bear children. The grooms group can claim any children the womanbears irrespective of the biological father. In case the woman does not bear anychildren provision is made for her sister to bear children for her. The bridesfamily is not allowed to ask for any bride wealth in this case . Althoughdivorces are recognized by the Swazi traditional law they are uncomm on. A womanmay leave her husband only for brutal behavior . The families try

A Threat to Our Environmental Freedom Essay Example

A Threat to Our Environmental Freedom Paper Cholera, aka Asiatic Cholera or epidemic cholera, is an infectious disease of the gastrointestinal tract caused by the Brio cholera bacterium. From the family Variances, the bacterium is characterized as a gram-negative rod. As With other gram-negative rods, Brio cholera produces an indention, known as cholera toxin. This bacterium is mobile due to the presence of a single polar flagellum and is highly infectious. The Brio cholera bacterium grows in both freshwater and marine habitats and also in association with aquatic animals. Originally discovered in 1824 by the Italian Anatomist, Fillips Pacing, Brio holler most likely originated in India with the Ganges River serving as the primary contamination reservoir. Nearly 30 years later bacteriologists Robert Koch and John Snow found the link between Cholera and drinking water. Since its discovery in the early 19th century Cholera has claimed many lives due to its transmission via the drinking water supply. Through many years of research and chlorination of drinking water supplies, Cholera has not been considered a threat to the United States and Western Europe for nearly a century. However, purposeful introduction of the bacterium into a local water apply, could indeed cause contamination and mass spread of infection. Bola hemorrhagic fever (UHF) is a highly infectious, highly fatal disease caused by the Bola virus. Bola virus is a member of the family Overridden and is named after the Bola River in the Republic of Congo (formerly Zaire) which is where the first epidemic occurred in 1994. We will write a custom essay sample on A Threat to Our Environmental Freedom specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on A Threat to Our Environmental Freedom specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on A Threat to Our Environmental Freedom specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The virus is classified as follows: Group: Group V ((-)Sara) Order: Monosyllables Family: Fluoridate Genus: Oblivious Species: Ivory Coast oblivious Restore oblivious Sudan oblivious Zaire oblivious The first two strains of the virus were identified in 1 976 in Zaire and Sudan. Dry. F. A. Murphy was the first to isolate the virus and capture it for electron microscopy. Dry. Murphy noted that the virus was a simple-strand RNA virus with encoding for seven viral proteins. Since its discovery and initial outbreaks, four sub-species have been isolated (as outlined above) which are named after their respective outbreak locations. Due to its highly infectious nature and its ability to mutate rapidly, Bola virus has a mortality rate of nearly 77%. Although, not a treat in the United States and other civilized nations, the Bola virus could pose a serious health risk if purposely introduced into the water or food supply. A protein on the surface of the virus has been discovered that is responsible for the severe internal bleeding (the death-dealing feature of the disease). The protein attacks and destroys the endothelial cells lining blood vessels, causing the vessels to leak and bleed. In fact, the virus has a very specific tropism for liver cells and cells of the radiotelephones system, e. G. Macrophages. Massive destruction of the liver is the hallmark feature of Bola virus. The Bola virus, once inside a host, begins to replicate. The seven proteins hat make up the body of the virus begin to consume the host cell as the virus starts making copies of itself. These seven proteins attack the body of the cell and somehow attack the structural proteins of the body of the host. As the disease progresses, it manifests itself in the form of bleeding, especially in the mucosa, abdomen, pericardium, and vagina. The capillary leakage leads to loss of blood volume, bleeding from various points in the body, shock, and acute respiratory disorder. Infections with Bola virus are acute with an incubation period ranging from 2 to 21 days. Cholera is an acute illness characterized by watery diarrhea and is caused by certain members of the species Brio cholera (bacteria). The cholera germ is passed in the stools. The toxin released by the bacteria causes increased secretion of water and chloride ions in the intestine, which can produce massive diarrhea. Death can result from the severe dehydration brought on by the diarrhea. The symptoms may appear 1 to 7 days after eating food or drinking water contaminated with the bacteria, typically within 2 to 3 days. Contamination is from contact with the feces or vomits of someone infected tit cholera. Cholera is transmitted by fecal-oral route (eating or drinking food or water contaminated by the fecal waste of an infected person). Vireos are sensitive to acid, and most die in the stomach. Surviving virulent organisms may adhere to and colonize the small bowel, where they secrete the potent cholera intervention (CT, also called cholera). This toxin binds to the plasma membrane of intestinal epithelial cells and releases an enigmatically active subunit that causes a rise in cyclic adenosine 51 -Mephistopheles (CAMP) production. The resulting high intracellular CAMP level causes massive secretion of electrolytes and water into the intestinal lumen. Symptoms of cholera are an acute, diarrhea illness caused by infection of the intestine with the bacterium Brio Cholera. One of 20 persons will have severe disease with profuse watery diarrhea, vomiting, and leg cramps. The rapid loss of body fluids and weight lead to dehydration and circulatory collapse. Death can occur within hours. Symptoms of Bola are fever, headache, joint and muscle pain, sore throat, weakness, which are followed by diarrhea, vomiting, and stomach pain. Some patients have a rash, red eyes and internal and external bleeding. A person becomes infected with cholera bacteria by consuming contaminated food or water. In most epidemics the infection comes from human feces, which contaminate inadequately treated sewage. The bacteria can also live in rivers and costal waters where it contaminates shellfish. Undercooked shellfish have been a source of cholera. The disease is not likely spread by direct person-to-person contact. Cholera is diagnosed by laboratory isolation of the bacterium from a stool sample or by finding antibodies in serum indicating recent infection. The tectonic forms of Cholera are O group 1 or 139 and can be identified wrought gram strain or culture. Darkled of phase contrast microscopy can directly visualize motile brio. Generally diagnosis is clinical by water diarrhea and dehydration. Cholera is most effectively treated through reiteration of fluids and salts lost through diarrhea. An oral reiteration solution that combines sugar and salts n prepackaged formula is mixed with water and used throughout the world resulting in a 1% mortality with treatment compared to 20-25% without. Sever cases may require intravenous fluid replacement. Antibiotics may shorten course and reduce severity of symptoms as well as decrease shedding of iris but must target organism susceptibility as antibiotic resistance is a growing problem. The natural reservoir of the virus is unknown as is the manner in which it fist appears during an outbreak. It has been hypothesized that the index patient becomes infected through contact with an ill animal. After the first case patient, the virus can be transmitted through direct contact with infected blood or secretions or through contact with contaminated objects such as needles. Monoclonal transmission is common in outbreaks when healthcare workers do not wear proper protective clothing. Bola is form of viral hemorrhagic fever that is usually clinically diagnosed by the constellation of symptoms described. Laboratory diagnosis is through ELISE testing for IGMP antibodies and PC and virus isolation can be used to identify virus within a few days of symptom onset. Later in course of disease Gig antibodies can be tested. There is no curative treatment for Bola. Only supportive treatments including fluid and electrolyte balancing, and maintenance of oxygen status and blood pressure are available. In March 1999, cholera was detected in the country for the first time in 10 ears and was moving fast throughout the country. Poor water quality and sanitation infrastructure were the major contributing factors to high rates of cholera. By November 1 999, 30 of the poorest communities in urban Anticipation, which is the capital of Madagascar, was chosen as the target population for piloting the Safe Water System in the country. The system consisted of behavior change techniques along with point-of-use treatment and safe storage of water. The organizations who collaborated on this project were the CARE Madagascar (Community Assistance for Relief Everywhere), Population Services International (SSI) and the Centers for Disease Control and Prevention (CDC). CARE Madagascar implemented and combined community manipulation, Population Services International took care of the social marketing and the US Center for Disease Control and Prevention handled the program evaluation. The social marketing involved local production of a 0. 5% sodium hypochlorite solution packaged in a 500-ml bottle, and amount sufficient to treat approximately 2000 L of water. A local company was then contracted to produce 20-L narrow-mouthed plastic jerry cans. The brand name given was Usurers, French for safe water. The program was launched months ahead of schedule because of the rapid increase in the disease. The bottle of water was sold to wholesalers and retailers in the communities participating in the program and provided the product to CARE-trained community-based sales agents. The organizations designed radio and TV spots and gave out brochures and posters. Originally the project was limited to the 30 neighborhoods, but SSI and CARE broadened the intervention to cover all of Anticipation. In nine months the sales ranged form 8,000 to 80,000 bottles per month. The success of the project was due to the waters usefulness and the projects easy deployment in response to emergencies. The organizations did not want the communities to look at this water as a cholera prevention product. They wanted the people to use the water all the time, not only during cholera season. This is where the behavioral change comes in to play.

The Three Strikes Law Essay Example

The Three Strikes Law Essay Example The Three Strikes Law Paper The Three Strikes Law Paper For the following BAD Key Assignment Draft, I will be discussing my thoughts on the three strikes laws, requirements, and the Ewing v. California case as it pertains to the three strikes law. Next, a few thoughts on how the public feels about crimes, both violent and non-violent, mandatory sentencing, and the discretion that prosecutors have during the sentencing process, will be discussed in detail. Following will be my thoughts regarding the scenario for reelection and how it pertains to the legal system today, along with developing a policy describing alternatives, protections against load up charges, and using multiple counts for one incident. I will conclude with thoughts on how I might be able to convince and persuade the public into understanding cost effective alternatives for adjudication which might include using probation sentencing as opposed to incarceration practices along with any type of possible backlash problems. The three Strikes and Youre out Rule of 1994 There are many states that have adopted some variation of the three strikes law as a policy for adjudication reactivating criminals and while the law sounds seasonable and in the best interest of the public, there are many issues that have blanket policy can have its downfalls. This research paper will further investigate alternatives to incarceration, especially when the third strike is a non-violent crime. Further, it is important that the public be made aware of the costs, alternatives, and policies that should be put into place for alternative sentencing as well as examples of protections against harsh load up charges and plea bargain arrangements and prosecutorial privilege for more humane sentencing. I will conclude with describing a policy that I would develop and put into action regarding protections against such harsh rulings which would include alternative sentencing procedures, and reasons for using said procedures which will include financial savings, reductions in man hours and man power, and the overall reduced need for secured prison facilities, as well as transparency and accountability for implementing this policy. What most people dont know is that the Three Strikes Rule didnt begin in California, it actually was first passed in the state of Washington in 1993 and its rules ere even harsher that Californians were. Washington State adopted the measure and if an individual was convicted under the mandate, they were sentenced to life without the possibility of parole, whereas, Californians three strikes law sentences an individual to 25 years to life. That was a big difference. (La Course, 1997) Ewing v. California: A Brief History In March of 2000, Mr.. Gary Ewing was arrested for stealing three Galloway golf clubs from a golf shop in El Segundo, California worth a total of $1197. 00 which made it a felony. He was later tried and found guilty of grand theft by a Jury of his peers. This unfortunately for Mr.. Ewing, was his third strike and he was sentenced to 25 years to life, the stiffest punishment he could receive which was also a mandatory sentence under the California Three Strikes Law. Mr.. Ewing appealed all the way to the Supreme Court but due to his very busy criminal past, he lost. (Chiders Hobnobs, 2002) When a case is appealed, as in Mr.. Ewing case, other cases of like offenses and sentencing are looked at to see if any type of discrepancy or bias can be found. The cases e. G. Harelip v. Michigan, 501 U. S. 57 (1991), Soles v. Helm, 463 U. S. 277(1983), and Rumen v. Estelle, 445 U. S. 263 (1980), that were selected to be part of the review process for Mr.. Ewing case were similar but upon review, Mr.. Ewing was found to be much more violent in his overall scope, e. G. Felonies and prior offenses which included the use of weapons, and therefore, his here strikes sentence was upheld. (Ewing v. California, 2002) The Three Strikes and Youre Out Polic y 1 . For this assignment, I will be developing a policy regarding the three strikes laws in the State of California. . The policy as it stands today: Californians Three Strikes sentencing law was originally enacted in 1994. The essence of the Three Strikes law was to require a defendant convicted of any new felony, having suffered one prior conviction of a serious felony to be sentenced to state prison for twice the term otherwise provided for the crime. If the defendant was convicted of any felony with two or more prior strikes, the law mandated a state prison term of at least 25 years to life. On November 6, 2012 the voters approved Proposition 36 which substantially amended the law with two primary provisions: The requirements for sentencing a defendant as a third strike offender were changed to r more prior strikes to qualify for the 25 year-to-life sentence as a third strike offender; and the addition of a means by which designated defendants currently serving a third strike sentence may petition the court for reduction of their term to a second strike sentence, if they would have been eligible for second strike sentencing under the new law. The reasoning or purpose of the three-strikes law was to ensure longer prison sentences for repeat offenders through the use of mandatory minimum sentences for recidivists with prior felony convictions. This law came about through he highly publicized Poly Class case where a 12 year old girl was blatantly taken from her home right in front of her friends that were at her home for a sleepover. The public outcry was so strong that California designed, pushed through the legal system and signed into law, the Three Strikes and Youre Out law that sent a clear and precise message to any one that committed violent crimes. However, other, less violent offenders, were caught in the net as well. 2. What alternatives would be placed in the law to give the state prosecutor more freedom to manipulate the third strike? A. Possible alternatives The District Attorneys discretionary authority to disqualify a third strike (Strike a Strike) if it isnt violent Based upon review of the offenders past. The 25 year to life sentencing procedure would be based on the final or current strike (Currently in force) Mandatory use of the proportionality rule during sentencing Offenders currently serving a life sentence for the three strikes law will have the opportunity to have their sentenced reviewed 3. Many prosecutors load up charges against defendants to force a plea bargain. What can be done to limit or prevent this practice? . How does this happen? A Prosecutor Loads-Up charges against an individual(s) by taking one incident and creating multiple charges from the same incident. A example would be: a suspect drives a vehicle intoxicated and crashes into another vehicle, killing the driver. When he/she is arrested and taken into custody, the prosecutor walks into the room and says,Mr.. Jones, You have a problem. The vehicle you hit was totaled and we have Just learned that the driver was DOD at the hospital. You have priors for Duds are you were currently driving on a suspended license. To make matter worse, your blood alcohol level was twice the legal limit and when we tested you, we found traces of meet. What do you want to do? We can go to trial where in all likelihood your will be found guilty of first degree manslaughter, driving on a suspended license, and driving under the influence of alcohol and meet. However, because you have 2 prior felonies for illegal distribution and armed robbery of a liquor store 8 years ago, California has a mandatory three strikes rule for 25 to life and you are looking straight at it. What I propose is a plea bargain and I would strongly suggest that you take it. b. What can be done to prevent this possibility? Legislation has recently pot into law, regulations to help with this situation but because prosecutors have a certain amount of discretion when i t comes to pressing charges it is still difficult not to fall under the prosecutorial hammer. My proposal would be to use the new rule or requirement for assessing the third strike for the purpose of administering the three strikes law and take all or part of the protections of the 11 Amendment immunity clause away NAS well as make attorneys (and Judges) certain amount of immunity when dealing with suspects but I dont feel that the idea hat police can lie and prosecutors can trump up charges Just to scare people into plea bargaining, was what the founding fathers had in mind when they created our judicial system. I feel that every person, regardless of age, race, color, or educational background, should have the benefits of the protections of the law and that the law should respect the individual and not play dirty threatening pool. Making prosecutors liable for their actions farther than evidence gathering (poison tree, etc. ), well as making it the law that an individual can only be charged with the most errors crime committed at one time, will put the brakes on the load-up practices that are so fully used today. Plea bargains have been more cost effective regarding the court because they have lowered or even do away with costly court procedures but they have also cause a rise in prison costs because most pleas end with time needing to be served, whether the individuals are placed in facilities at night but allowed to work during the day or placed in facilities for a certain length of time. Load up practices do get prosecutorial results but scaring people into admission isnt the way. (Warren, 2014) 4. Will your policy allow multiple counts arising from the same incident to count as multiple strikes? The answer is no. I believe that crime, much like anything else, has a certain degree of the domino effect. People make mistakes, sometimes big mistakes but the law should have a certain degree of mercy even when the offender doesnt. The Judicial system, up until recently, was thought to be a system of reformation and rehabilitation. However, recent events and media coverage have led the public to want to go into a feeding frenzy in regards to criminal activity. Poly Class, which seems to be the case that sparked the public into emending Justice, and rightly so but treating every citizen with such a possibility of three strikes, regardless of what they are, in m y opinion is wrong, piling on every indiscretion possible with the full intention of dripping most of the charges, is also wrong. A. How my new policy will define multiple counts My policy will define multiple counts on an individual and discretionary basis. Prosecutors will have to decide what the most important or serious offense the person has committed at this particular incidence and go further with that. Also, I feel that certain issues should and will be groups together. For instance, duds are no longer considered a third strict action and the prosecutor is able to strike the strike in this instance, however, if the issue of driving under the influence is the reason or a factor in a car accident that resulted in the wrongful death of someone, then it will be grouped into the charge but will not be litigated as an individual issue. Therefore the person will not faces 1 count of reckless driving, 1 count of DUD, 1 count of man slaughter, etc. Here each factor carries a certain amount of prison time that can be stacked and mandated to be served in a consecutive amount of time. The sentence will consider all of the factors and render one Judgment. 5. If one of the alternatives was supervised probation, how would you convince the public that it would be more cost-effective for the person to be supervised than incarcerated? There are all kinds of studies online and at every county, state, and government website that show statistics for cost evaluations. I will gather my information for not only cost effectiveness (because the public doesnt really care about the cost of keeping their appropriateness (this would be statistics and studies that clearly show how areas of once have been eliminated) For instance, a 65 year old man is not going to be a candidate for Jumping over fences and running down allies to the degree that a 20 year old man might. (Raillery, 2014) Further, The individual and their background will have more to say about the individual than anything else. A true example would be: Ms. Lorena Wells, a forty four year old woman that was caught embezzling funds from the health and welfare department in South Hill, Va. Where she had worked for several years. Knuckleball County Prosecutors charged her with 27 felony counts angina from fraud to unauthorized use of food stamps, and sentenced her to 1 year work release. She is not a threat to society in any way. She was born and raised in South Hill and everyone knows her. She has two daughters and until her arrest, was married to a long time employed sheriff in the county. The fact that she was born and raised here, she has no prior issues, and that she was married to a law enforcer officer for about 17 years will all play a part in the publics acceptance for having her interact in the community while serving her sentence. (South Hill Enterprise, 2013) 6. Show the public where you would be saving money by not incarcerating the perpetrator. For this particular individual, it would be relatively easy to show the public that not incarcerating Ms. Webb would be the best avenue. During court, she was mandated to get a Job, work 40 hours a week and use the funding she received to pay court costs, paying what she stole back, as well as some of her other expenses. I would also be able to bring evidence of how much the cost of $169. 45 per day, double bunking and over-crowding, and 535 million dollar price tag should be considered over-kill for a weekender inmate. Www. Dc]s. Virginia. Gob, 2010) Although there were 27 felony counts, they were for the same time and the same issue (My policy would have bundled her felonies and made it one felony with 27 counts not 27 separate felonies each with one count. Unfortunately, and maybe to my discredit because I am going to be starting law school next year, I have to say that the reason I know so much about this case is because, although I have never met her personally, she happens to be my sister-in law. 7. If brought up in the legislature to be an amendment to the law, could this be grandfathered in to help older inmates? Yes, in fact, it has already become part of a three strikes Amendment. Proposition 36 does just that. Proposition 36: Revised the three strikes law to impose life sentence only when the new felony conviction is serious or violent. Authorized re-sentencing for offenders currently serving life sentences if their third strike conviction was not serious or violent and if the Judge determines that the re-sentence does not pose unreasonable risk to public safety. Continued to impose a life sentence penalty if the third strike conviction was for certain non-serious, non-violent sex or drug offenses r involved firearm possession. Maintained the life sentence penalty for felons with non-serious, non-violent third strike if prior convictions were for rape, murder, or child molestation. (provisional. Com, 2013) 8. Could this have a backlash from the public, or would they approve? The public, as a body, can be unpredictable which can make whatever we do, a guessing game but there are some definite areas that we can be pretty accurate at predicting. If we are considering changing Californians three strike mandates, we will run into issues. Prop. 66 didnt pass and there have live this is a problem because California has a very large number of senior citizens. Not only do they live and think by older country standards of stricter punishments Do the Crime, Do the Time standards, they also feel more vulnerable. Also, a good portion of voters are this same age group. Therefore, I do feel that amending life sentences could have some public back lash because the elderly keep up with the news, they usually have a social network, and they have been around or a very long sometime and will remember when someone went to prison for life ass well as for what purpose. For instance, Charles Manson is in a California high security prison ad will be there forever, if he even had the possibility for his sentence to be reduced, there would be great public outcry. Then there are the Mendoza brothers that killed their parents to get at their money. Also, California is widely known for its gang activity, the faces might not be so well recognized but the title go gang-banger is and always puts fear in people. However, If the public were assured that hardened, 3, 4, 5, or more strike felons would not have the possibility of benefiting from the new law, the people might be more accepting. California is a different kind of state. I was raised in San Diego and lived there for most of my adult life as well and the philosophy there is pretty much, dont bother me and I wont bother you. But when people do hurt others, it is very much frowned on and if the offender happens to be Hispanic, it is almost a death sentence as far as the public is concerned. On the other hand, if the same three strike law was changed in a different place like Idaho, where the public is predominantly members of the Mormon church (which happens to be my faith and where I moved when I left California) and are taught to origin on a grand scale, the new proposal might be embraced a little easier, especially when it was explained that hardened criminals were not candidates, only persons that had been convicted of non violent crimes. It really does matter where we are taking about. What evidence can help the public with their concerns and ultimate acceptance of changes in the three strikes law? I feel the evidence that we would be relying on would be more so on an individual basis. The three strikes law has been around since 1994, but we dont have a lot of evidence or research to show that convicted felons, when given a second chance, do lot of changing. In fact, we have found that a large portion of violent felons spend their lives serving sentences, getting out, refunding, and going back into the system. One man that I know, whose name is Willie, is a 45 year old black male that grew up in the projects in L. A. He has spent all of his adult life except for about 3 years, in prison. He told me that on one occasion, he spent 7 years in prison only to be released, re-arrested, and replaced back into the system in less than 24 hours. 9. Once you are finished with the policy, draft an executive summary of the policy to be used for political decision making. . An Amendment to the current Three Strikes Law The Three Strikes and Youre Out Law Policy by: Sheila Andrews The Three Strikes and Youre Out Policy would include: 1. Three felonies for rendering a 25 year to life sentence. 2. All Felonies would have to be violent in nature. Strike a Strike) Based upon review of the offenders past. 4. The 25 year to life force) 5. Mandatory use of the proportionality rule during sentencing 6. Authorized re-sentencing for offenders currently serving life sentences if their third strike conviction was not serious or violent and if the Judge determines that the re- entente does not pose unreasonable risk to public safety. 7. Continued to impose a life sentence penalty if the third strike conviction was for certain non-serious, non- violent sex or drug offenses or involved firearm possession. 8. Maintained the life sentence penalty for felons with non-serious, non-violent third strike if prior convictions were for rape, statutory spousal rape, murder, child molestation, controlled substance crimes involving large quantities of drugs, and people trafficking, a crime in which the defendant used a firearm, was armed with a firearm r deadly weapon, or intended to cause great bodily injury to a person, or at least one of the prior serious or violent felonies was for a sexually violent offense which would include serious sex offenses committed by force, duress, violence, menace, fear, or threat of retaliation, assault with a machine gun on a police officer or firefighter, or possession of a weapon of mass destruction.

The US-China trade relationship Research Paper Example | Topics and Well Written Essays - 2750 words

The US-China trade relationship - Research Paper Example The United States imposed selective controls on trade with China immediately after the communist forces commenced to win the civil war in the early 1949. U.S export controls were then progressively tightened until a whole ban was set in place against China by the U.S following the outbreak of the Korean War (Louis and Bull 127). The United States was fundamental in creating the coordinating Committee on Multinational Export Controls (COCOM). It comprised of representatives of the North Atlantic Treaty Organization and Japan. It was intended to supervise a ban, which was imposed on China and the U.S. This study reveals that, by 1951, no trade existed between the two countries. In 1971, China recaptured its seat in the UN. President Richard Nixon made a historic visit to China In 1972 and these unfolding events compelled COCOM to loosen the export controls and allowed China to get equal treatment like the Soviet Union (Louis and Bull 124). This forced the US to permit its populace to make purchases from the Republic of China and compensate for them in dollars. The move by COCOM made USA’s exports be under the identical export control precincts as sales made to the Soviet Union. The trend of partial loosening of barriers continued until after nearly twenty years trade between the two countries has been seen growing tremendously (Louis and Bull 124). The total trade between the two nations has expanded from zero to nearly $2.4 billion in the late 1970s. This is the year when the two countries formally established diplomatic relations. The US and China formally signed the Trade Relation Agreement. This agreement was intended to accord each of the two nations the most favoured nation treatment based on the reciprocal trend (Lehmann and Lehmann 158). This study establishes that, this was just the begging of the numerous trade agreements that followed in the subsequent years. Some of them included Agreement on Civil Aviation and Sea Transportation and the Agreement on Avoidance of Double Taxation. In addition, three joint committees on commerce, science and technology and economic affairs were formed. These committees were intended to serve as effective instruments of promoting dialogue between the two nations. As from 1981, China was given relatively higher levels of the USA’s technology than the Soviet Union. COCOM adopted a green line policy toward China in 1985 (Lehmann and Lehmann 159). This policy gave preferential licensing treatment, which enabled China to control up to 27 categories of items for exports to China. China became more advantaged than other countries prescribed under the COCOM. This saw China grow in labour intensive industries, which later became China’s driving force for China’s exports. It is worth noting that, by 1988, China’s exports had reached over $40 billion and total trade topped 480 billion. This study establishes that, the USA imposed broad sanctions against China after the Tiananmen Square incident in the summer 1989. The sanctions included a deferral of authorized and military interactions between the two nations, a ban on the US trade financing and investment insurance for China projects and a prohibition on exports to military and police

CALL research review Assignment Example | Topics and Well Written Essays - 500 words

CALL research review - Assignment Example In addition, the results depict the role of CALL in using technology available to increase foreign language learning effectiveness in students. The article then develops the conclusion that CALL system increases the effectiveness of foreign language learning programs. In addition, students tend embrace the CALL system learning program more than other learning approaches (Nerbonne & Katushemererwe, 2014). From the article, the results obtained depict that the use CALL increases the effectiveness of foreign language learning programs. The conclusion is accurate based on that the results from the research realized that students found it simpler and effective to use CALL system rather other teaching techniques in learning of a foreign language. From the results, one may ask the question on what qualities are available for CALL that makes it effective? The system main unique property is the use of technology such as online learning approaches (Stockwell, 2012). This property allows the tutor to develop modernized curriculums. In addition, the student are provided with more appealing and interesting learning programs (Stockwell, 2012). In an argument by Beatty (2013) the CALL system has to its exposure the use of the online methods learning techniques. The author further points out that information sharing and dissemination on this approach is more effective (Beatty, 2013). Consequently, the learning experience is made more effective for both the tutor and the students. In regards to foreign language learning, the CALL system increase the scope of research that could done to enhance the learning experience. In addition, through research the tutor is able to understand trends in a particular foreign language that may increase the effectiveness of the student to attain the objectives and goals of the foreign language learning programs (Stockwell, 2012). One major strength of the article is that the text

African Cultural Practices Essay Example | Topics and Well Written Essays - 500 words

African Cultural Practices - Essay Example The case in point is how Oduduwa ceremony is presided over by priests and priestess in Yoruba land found in Nigeria. Although Africa is rich in ceremonies, the sacred ceremony for the Oduduwa the first king of the Yoruba community is one of kind. In this festival, drumming is prohibited and instead a percussive instrument known as eganira is used (Olupona 83). Notably, the instrument is particularly used by priests and priestess who have learned how to effectively produce the desired sound. Sound from drums and chanting from priests usually communicate to the spirits and ancestors thus they are evoked to answer the needs of the society. The ceremony was of great importance especially for those that believe in the power of traditional beliefs. Chanting from the priests and priestess has enabled Yoruba community to engage deity forces with courage as they try to inspire them through chanting. The Oduduwa ceremony was first conducted in Nigeria; it specifically started at Yoruba land a region that was formally dominated by the Yoruba community. The ceremony initially started as a move to engage forces from the evil. Because of their rich cultural practices, the Yoruba community has since continued to enjoy high profit made from the sales of beads and objects. This has really boosted Nigerian economy because of high income obtained from the tourism sector. Interestingly, Yoruba community has practiced the ceremony up-to-date despite challenging influence from modern way of life especially targeting the young generation. Priests and priestess take the center stage of the ceremony; they are the ones in charge of presiding over the ceremony. Priests are perceived as being mystical since they obtain powerful spirit during their initiation. They relentlessly learn how to tune their voices like an instrument in order to contend the supernatural powers.

Effects Of Digital Technology On Identity

Effects Of Digital Technology On Identity Identity is described as a sense of self, as being a consistent and unique person. (Fernald, 1997) Defining individual identity involves being aware of and understanding an individuals experiences, perceptions, feelings, sensations, images and memories. Ones understanding and explanation of them, the choices and decisions a person makes, and the action they take in responding to changing conditions, needs, demands and challenges is another important aspect of identity. Beyond their mental and physical constitution, human beings consist of personal experiences, perceptions, feelings, images and memories (Dorscht, 1998). As digital technology is a vast area to cover, I will primarily focus on the internet and peoples ability to connect with others. Paul Magnarella, of the University of Florida proposes that, as societies become more complex and differentiated, due to technological developments, more specialists are needed, and social integration is becoming based on the interdependence of specialized functions (Magnarella, 1997). Modern humanity is adjusting to life within the global community. This has far reaching impact in how personal, social and cultural identities are formed and maintained. As the technology of the twenty-first century speeds up and expands access to information and virtual environments, constraints upon individuals to exclusively rely upon, and respond to their local physical environment is diminished (Jones, 1997). The availability of information and technology has affected the development of individual and group identity. It is only very recently in the time line of human evolution, that individuals and members of society have been exposed to cultures, attitudes and ways of thinking that are not insulated. There has been a great deal of attention paid to the development of self in this technological society. The volume and variety of relationships now available to the average person, through the Internet, at an interpersonal level, enables the individual an opportunity to construct a new self or identity for every occasion, with very little is expected in return (Eyck, 1998). Sociology is the study of human behaviour in groups, and focuses on the influences of social relationships on attitudes and behaviour. In the Sociological Research Online Journal, Schroeder examines the social aspects of multi-user virtual reality. He states that there is stratification in cyber-space communities, with insiders and outsiders with different behaviours, roles, and statuses. Schroeder regards the possibilities for extending new opportunities and experiences in both the natural and social worlds as sociologically relevant (Schroeder, 1997). The way in which individuals perceive themselves and their place in the world, is fundamental to the topic of identity. Researchers have described control as an individuals belief that they could cause good or bad events. (Shapiro et al.) The schema theory is described as facts or experiences that are clustered around topics, which provide a frame of reference for individuals to draw upon when making judgments (Wresch, 1996). When an individual combines this schema with the way they selectively value the limited information allowed into their consciousness, it further defines ones sense of identity. One point proposed is, that by role-playing or testing scenarios in cyber-space, some people are better prepared to function in similar real life situations. Another issue is that of gender switching on the web. Anthropologists describe gender as the cultural elaboration and meaning assigned to the biological differentiation between the sexes (Haviland, 1997), in the sense that ones sex is biologically determined, but ones sexual identity is culturally assigned. In sociological terms, gender roles are expectations, regarding the proper behavior and activities, and attitudes of males and females. (Schaefer Lamm, 1997: 37) In cyber-space you can assume multiple identities, change gender and explore different facets of your personality. Turkle quotes Jung, saying Jung believed that for each of us, it is potentially most liberating to become acquainted with our dark side, as well as the other-gendered self, called anima in men and animus in women (Turkle, 1995). In role-playing and gaming, such as the online fantasy game, Second Life. It may be seen as an exercise in fantasy, and a way to create and gain mastery over a persona the individual is in control of. Second Life is a free 3D virtual world where users can socialize, connect and create using free voice and text chat. One definition of society is a fairly large number of people who live in the same territory, are relatively independent of people outside it, and participate in a common culture (Schaefer Lamm, 1997). In cyber-space, people are forming virtual societies. A sense of familiarity and belonging is created, through interaction and virtual proximity. Participants in Second Life refer to their virtual communities as cultures. Culture by definition is, A set of rules or standards, shared by members of a society, which when acted on by the members produce behaviour that falls within a range of variation the members consider proper and acceptable (Haviland, 1997). To deviate from the rules can result in punishment or expulsion from the culture. There are both IC, in character, guidelines for behavior, and OC or out of character codes to be followed. These people feel that they know each other. They interact both in and out of character and, in some cases have arranged meetings in the Real Wor ld. Sherry Turkle (Turkle, 1995) puts forward the idea that computer mediated communications have saturated society with both alien and local cultures. Turkle points out that through such widespread social contact, we are adjusting to and assimilating other cultures beliefs and norms to such an extent that we as a society are being deprived of traditional social structures and norms. In this information age, one may locate diverse friends, create an alternate identity and explore avenues of study and areas of culture that were never an option a generation ago (Turkle, 1995). Culture lag is defined as a period of maladjustment during which the non-material culture adapts to the material culture and foreign ideas are often viewed as threatening. (Schaefer Lamm, 1997) This definition could be paraphrased by stating that some individuals suffer from a period of confusion while the previously non-technical culture is adapting to new technology. This techno-culture lag appears to be more problematic to those who have not had as much experience with the technical and Internet related fields, than for example, the average secondary school student. The modern teenager sees the Internet in much the same way the children of the 1960s took television for granted. From a sociological view our individual culture provides us with a predisposed way of thinking and behaving when communicating. Our vocabulary is affected by our culture, in that we tend to have more words or ways of expressing ourselves, relative to the degree of importance we attach to a given subject. (Haviland, 1997) The way in which we communicate also guides our thinking and behaviour. This can be a potential source of problems when communicating outside our own culture. Phrases and words that are intended to convey a particular meaning may be misinterpreted and cause embarrassment or offense to a person of a different culture. The absence of body language and gestures when communicating by computer, whether through email or chats, seems to be guiding communication to a more generic form and adding a whole new vocabulary of technological terminology. Modern humanity is part of a networked society, whether directly or indirectly. Its views of the world, its cultures and individual identity are all being reshaped through the impact of the Internet in our lives. People have become cyber-chameleons, adjusting to whoever they are communicating with. This flexibility is characteristic of contemporary society. One generation ago, it was common for a person to be born, live, and die in one community, while being married to the same person and working in the same job. In todays society it is not unusual to change jobs, and move, remarry and adapt multiple times. Societies suffer a cultural loss when they homogenize and streamline their identities in order to communicate and interact globally (Featherstone Burrows, 1995). The modern self is bombarded with instantaneous images of far off peoples, events and cultures and distant happenings. This places the producers of this information in the position of becoming manufacturers of reality (Eyck, 1998). It is more important than ever that the individual become aware of how to distinguish fantasy from reality and evaluate the information that is being served up to them (Balsalmo, 1996). The distribution of knowledge and power has made it more difficult for powerful social institutions to wield the power they once did. Knowledge is power, so perhaps to spread knowledge is to distribute power. Ones awareness of choices and decisions, of action and responses, and understanding of what they indicate, and how they interact and relate is what finally comprises an image of oneself, an identity.

Nano Computing and The Future of Silicon Essay -- optical computing, d

We are coming to the end of advancement in traditional silicon-based computation; therefore we should utilize non-traditional silicon. While there are other alternatives, currently none of them are commercially available or developed in any realistically usable way like silicon is. Currently we have been able to successfully prototype a variety of methods for non-traditional silicon based technologies such as 3D chip stacking and multi-core processor design. This paper will discuss the benefits of utilizing non-traditional silicon and how the other â€Å"solutions† to the end of traditional silicon are not developed to the point of being a real solution. The other â€Å"solutions† are DNA computing, Optical computing, Molecular computing, and Quantum computing. There are limitations with these â€Å"solutions† even before being commercially available. For instance, current development of DNA computation is not going to solve our problem, because it is so expensive and you have to pay someone to program the DNA so it can grow into what it needs to be. Optical computing won’t solve the issue because it has some major disadvantages such as: cost, size, alignment precision, thermal stability, fabrication, lack of design software for creation, and the need for ultra low voltages (Optical Computers). Additionally Mark Ratner, a chemist at Northwestern University, who is generally regarded as one of the grandfathers of the field, doubts molecules will ever compete directly with silicon in complex computational tasks making molecular computation not needed (Rotman). Quantum computing will not solve the current issue because no one knows yet how long a true Quantum computer will take to develop or how many functions it will accurately perform early o... ...ense Tech RSS. Military.com, 17 Mar. 2014. . â€Å"the contractor purchased a † "Optical Computers." UNCW. University of North Carolina Wilmington, n.d. . â€Å"an optical computer is a † Preskill, John. "Quantum Computing: Pro and Con."Http://www.theory.caltech.edu/. California Institute of Technology, n.d. 1998. . â€Å" Quantum computers will be too expensive.† Ramanathan, R. M. "Intel Multi-Core Processors." Pogolinux. Intel, n.d. . Seffers, George I. "National Security Drives Quantum Computer Research." SIGNAL Magazine. SIGNAL Online, Oct. 2010. . â€Å"No one knows yet what a working quantum †

Coke N Pepsi

CASE 1? 3 Coke and Pepsi Learn to Compete in India THE BEVERAGE BATTLEFIELD In 2007, the President and CEO of Coca-Cola asserted that Coke has had a rather rough run in India; but now it seems to be getting its positioning right. Similarly, PepsiCo’s Asia chief asserted that India is the beverage battle? eld for this decade and beyond. Even though the government had opened its doors wide to foreign companies, the experience of the world’s two giant soft drinks companies in India during the 1990s and the beginning of the new millennium was not a happy one.Both companies experienced a range of unexpected problems and dif? cult situations that led them to recognize that competing in India requires special knowledge, skills, and local expertise. In many ways, Coke and Pepsi managers had to learn the hard way that â€Å"what works here† does not always â€Å"work there. † â€Å"The environment in India is challenging, but we’re learning how to crack it, † says an industry leader. THE INDIAN SOFT DRINKS INDUSTRY In India, over 45 percent of the soft drinks industry in 1993 consisted of small manufacturers. Their combined business was worth $3. million dollars. Leading producers included Parle Agro (hereafter â€Å"Parle†), Pure Drinks, Modern Foods, and McDowells. They offered carbonated orange and lemon-lime beverage drinks. Coca-Cola Corporation (hereafter â€Å"Coca-Cola†) was only a distant memory to most Indians at that time. The company had been present in the Indian market from 1958 until its withdrawal in 1977 following a dispute with the government over its trade secrets. After decades in the market, Coca-Cola chose to leave India rather than cut its equity stake to 40 percent and hand over its secret formula for the syrup.Following Coca-Cola’s departure, Parle became the market leader and established thriving export franchise businesses in Dubai, Kuwait, Saudi Arabia, and Oman in the Gulf, along with Sri Lanka. It set up production in Nepal and Bangladesh and served distant markets in Tanzania, Britain, the Netherlands, and the United States. Parle invested heavily in image advertising at home, establishing the dominance of its ? agship brand, Thums Up. Thums Up is a brand associated with a â€Å"job well done† and personal success.These are persuasive messages for its target market of young people aged 15 to 24 years. Parle has been careful in the past not to call Thums Up a cola drink so it has avoided direct comparison with Coke and Pepsi, the world’s brand leaders. The soft drinks market in India is composed of six product segments: cola, â€Å"cloudy lemon,† orange, â€Å"soda† (carbonated water), mango, and â€Å"clear lemon,† in order of importance. Cloudy lemon and clear lemon together make up the lemon-lime segment. Prior to the arrival of foreign producers in India, the ? ht for local dominance was between Parle’s Thums Up and Pure Drinks’ Campa Cola. In 1988, the industry had experienced a dramatic shakeout following a government warning that BVO, an essential ingredient in locally produced soft drinks, was carcinogenic. Producers either cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 10 had to resort to using a costly imported substitute, estergum, or they had to ? nance their own R&D in order to ? nd a substitute ingredient. Many failed and quickly withdrew from the industry.Competing with the segment of carbonated soft drinks is another beverage segment composed of noncarbonated fruit drinks. These are a growth industry because Indian consumers perceive fruit drinks to be natural, healthy, and tasty. The leading brand has traditionally been Parle’s Frooti, a mango-? avored drink, which was also exported to franchisees in the United States, Britain, Portugal, Spain, and Mauritius. OPENING INDIAN MARKET In 1991, India experienced an economic crisis of exceptional severity, t riggered by the rise in imported oil prices following the ? rst Gulf War (after Iraq’s invasion of Kuwait).Foreign exchange reserves fell as nonresident Indians (NRIs) cut back on repatriation of their savings, imports were tightly controlled across all sectors, and industrial production fell while in? ation was rising. A new government took of? ce in June 1991 and introduced measures to stabilize the economy in the short term, then launched a fundamental restructuring program to ensure medium-term growth. Results were dramatic. By 1994, in? ation was halved, exchange reserves were greatly increased, exports were growing, and foreign investors were looking at India, a leading Big Emerging Market, with new eyes.The turnaround could not be overstated; as one commentator said, â€Å"India has been in economic depression for so long that everything except the snake-charmers, cows and the Taj Mahal has faded from the memory of the world. † The Indian government was viewed a s unfriendly to foreign investors. Outside investment had been allowed only in high-tech sectors and was almost entirely prohibited in consumer goods sectors. The â€Å"principle of indigenous availability† had speci? ed that if an item could be obtained anywhere else within the country, imports of similar items were forbidden.As a result, Indian consumers had little choice of products or brands and no guarantees of quality or reliability. Following liberalization of the Indian economy and the dismantling of complicated trade rules and regulations, foreign investment increased dramatically. Processed foods, software, engineering plastics, electronic equipment, power generation, and petroleum industries all bene? ted from the policy changes. PEPSICO AND COCA-COLA ENTER THE INDIAN MARKET Despite its huge population, India had not been considered by foreign beverage producers to be an important market.In addition to the deterrents imposed by the government through its austere tr ade policies, rules, and regulations, local demand for carbonated drinks in India was very low compared with countries at a similar stage of economic development. In 1989, the average Indian was buying only three bottles a year, compared with per-capita 8/27/10 1:58 PM Cases 1 An Overview consumption rates of 11 bottles a year in Bangladesh and 13 in Pakistan, India’s two neighbors. PepsiCo PepsiCo entered the Indian market in 1986 under the name â€Å"Pepsi Foods Ltd. n a joint venture with two local partners, Voltas and Punjab Agro. † As expected, very stringent conditions were imposed on the venture. Sales of soft drink concentrate to local bottlers could not exceed 25 percent of total sales for the new venture, and Pepsi Foods Ltd. was required to process and distribute local fruits and vegetables. The government also mandated that Pepsi Food’s products be promoted under the name â€Å"Lehar Pepsi† (â€Å"lehar† meaning â€Å"wave†). For eign collaboration rules in force at the time prohibited the use of foreign brand names on products intended for sale inside India.Although the requirements for Pepsi’s entry were considered stringent, the CEO of Pepsi-Cola International said at that time, â€Å"We’re willing to go so far with India because we want to make sure we get an early entry while the market is developing. † In keeping with local tastes, Pepsi Foods launched Lehar 7UP in the clear lemon category, along with Lehar Pepsi. Marketing and distribution were focused in the north and west around the major cities of Delhi and Mumbai (formally Bombay). An aggressive pricing policy on the one-liter bottles had a severe impact on the local producer, Pure Drinks.The market leader, Parle, preempted any further pricing moves by Pepsi Foods by introducing a new 250-ml bottle that sold for the same price as its 200-ml bottle. Pepsi Foods struggled to ? ght off local competition from Pure Drinks’ C ampa Cola, Duke’s lemonade, and various brands of Parle. The ? ght for dominance intensi? ed in 1993 with Pepsi Food’s launch of two new brands, Slice and Teem, along with the introduction of fountain sales. At this time, market shares in the cola segment were 60 percent for Parle (down from 70 percent), 26 percent for Pepsi Foods, and 10 percent for Pure Drinks. Coca-ColaIn May 1990, Coca-Cola attempted to reenter India by means of a proposed joint venture with a local bottling company owned by the giant Indian conglomerate, Godrej. The government turned down this application just as PepsiCo’s application was being approved. Undeterred, Coca-Cola made its return to India by joining forces with Britannia Industries India Ltd. , a local producer of snack foods. The new venture was called â€Å"Britco Foods. † Among local producers, it was believed at that time that CocaCola would not take market share away from local companies because the beverage market w as itself growing consistently from year to year.Yet this belief did not stop individual local producers from trying to align themselves with the market leader. Thus in July 1993, Parle offered to sell Coca-Cola its bottling plants in the four key cities of Delhi, Mumbai, Ahmedabad, and Surat. In addition, Parle offered to sell its leading brands Thums Up, Limca, Citra, Gold Spot, and Mazaa. It chose to retain ownership only of Frooti and a soda (carbonated water) called Bisleri. FAST FORWARD TO THE NEW MILLENNIUM Seasonal Sales Promotions—2006 Navratri Campaign In India the summer season for soft drink consumption lasts 70 to 75 days, from mid-April to June.During this time, over 50 percent of the year’s carbonated beverages are consumed across the country. The second-highest season for cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 11 consumption lasts only 20 to 25 days during the cultural festival of Navratri (â€Å"Nav† means nine and â€Å"ratr i† means night). This traditional Gujarati festival goes on for nine nights in the state of Gujarat, in the western part of India. Mumbai also has a signi? cant Gujarati population that is considered part of the target market for this campaign. As the Regional Marketing Manager for Coca-Cola India tated, â€Å"As part of the ‘think local—act local’ business plan, we have tried to involve the masses in Gujarat with ‘Thums Up Toofani Ramjhat,’ with 20,000 free passes issued, one per Thums Up bottle. [‘Toofan’ means a thunderstorm and ‘ramjhat’ means ‘let’s dance,’ so together these words convey the idea of a ‘fast dance. ’] There are a number of [retail] on-site activities too, such as the ‘buy one—get one free’ scheme and lucky draws where one can win a free trip to Goa. † (Goa is an independent Portuguesespeaking state on the west coast of India, famed for its beaches and tourist resorts. For its part, PepsiCo also participates in annual Navratri celebrations through massive sponsorships of â€Å"garba† competitions in selected venues in Gujarat. (â€Å"Garba† is the name of a dance, done by women during the Navratri festival. ) The Executive Vice President for PepsiCo India commented: â€Å"For the ? rst time, Pepsi has tied up with the Gujarati TV channel, Zee Alpha, to telecast ‘Navratri Utsav’ on all nine nights. [‘Utsav’ means festival. ] Then there is the mega offer for the people of Ahmedabad, Baroda, Surat, and Rajkot where every re? ll of a case of Pepsi 300-ml. ottles will fetch one kilo of Basmati rice free. † These four cities are located in the state of Gujarat. Basmati rice is considered a premium quality rice. After the initial purchase of a 300-ml bottle, consumers can get re? lls at reduced rates at select stores. The TV Campaign Both Pepsi-Cola and Coca-Cola engage in TV ca mpaigns employing local and regional festivals and sports events. A summer campaign featuring 7UP was launched by Pepsi with the objectives of growing the category and building brand awareness. The date was chosen to coincide with the India– Zimbabwe One-Day cricket series.The new campaign slogan was â€Å"Keep It Cool† to emphasize the product attribute of refreshment. The national campaign was to be reinforced with regionally adapted TV campaigns, outdoor activities, and retail promotions. A 200-ml bottle was introduced during this campaign in order to increase frequency of purchase and volume of consumption. Prior to the introduction of the 200-ml bottle, most soft drinks were sold in 250-ml, 300-ml, and 500-ml bottles. In addition to 7UP, Pepsi Foods also introduced Mirinda Lemon, Apple, and Orange in 200-ml bottles.In the past, celebrity actors Amitabh Bachchan and Govinda, who are famous male stars of the Indian movie industry, had endorsed Mirinda Lemon. This wo rld-famous industry is referred to as â€Å"Bollywood† (the Hollywood of India based in Bombay). Pepsi’s Sponsorship of Cricket and Football (Soccer) After India won an outstanding victory in the India–England NatWest One-Day cricket series ? nals, PepsiCo launched a new ad campaign featuring the batting sensation, Mohammad Kaif. PepsiCo’s line-up of other cricket celebrities includes Saurav Ganguly, Rahul Dravid, Harbhajan Singh, Zaheer Khan, V .S. Laxman, and Ajit Agarkar. All of these players were . V part of the Indian team for the World Cup Cricket Series. During the two months of the Series, a new product, Pepsi Blue, was 8/27/10 1:58 PM Part 6 Supplementary Material marketed nationwide. It was positioned as a â€Å"limited edition,† icy-blue cola sold in 300-ml, returnable glass bottles and 500-ml plastic bottles, priced at 8 rupees (Rs) and Rs 15, respectively. In addition, commemorative, nonreturnable 250-ml Pepsi bottles priced at Rs 12 w ere introduced. One rupee was equal to US 2. 54 cents in 2008. ) In addition to the sponsorship of cricket events, PepsiCo has also taken advantage of World Cup soccer fever in India by featuring football heroes such as Baichung Bhutia in Pepsi’s celebrity and music-related advertising communications. These ads featured football players pitted against sumo wrestlers. To consolidate its investment in its promotional campaigns, PepsiCo sponsored a music video with celebrity endorsers including the Bollywood stars, as well as several nationally known cricketers.The new music video aired on SET Max, a satellite channel broadcast mainly in the northern and western parts of India and popular among the 15–25 year age group. Coca-Cola’s Lifestyle Advertising While Pepsi’s promotional efforts focused on cricket, soccer, and other athletic events, Coca-Cola’s India strategy focused on relevant local idioms in an effort to build a â€Å"connection with the y outh market. † The urban youth target market, known as â€Å"India A,† includes 18–24 year olds in major metropolitan areas. Several ad campaigns were used to appeal to this market segment.One campaign was based on use of â€Å"gaana† music and ballet. (â€Å"Gaana† means to sing. ) The ? rst ad execution, called â€Å"Bombay Dreams,† featured A. R. Rahman, a famous music director. This approach was very successful among the target audience of young people, increasing sales by about 50 percent. It also won an Ef? Award from the Mumbai Advertising Club. A second execution of Coke’s southern strategy was â€Å"Chennai Dreams† (Chennai was formerly called Madras), a 60-second feature ? lm targeting consumers in Tamil Nadu, a region of southern India. The ? m featured Vijay, a youth icon who is famous as an actor in that region of south India. Another of the 60-second ? lms featured actor Vivek Oberoi with Aishwarya Rai. Both are fa mous as Bollywood movie stars. Aishwarya won the Miss World crown in 1994 and became an instant hit in Indian movies after deciding on an acting career. This ad showed Oberoi trying to hook up with Rai by deliberately leaving his mobile phone in the taxi that she hails, and then calling her. The ad message aimed to emphasize con? dence and optimism, as well as a theme of â€Å"seize the day. This campaign used print, outdoor, point-of-sale, restaurant and grocery chains, and local promotional events to tie into the 60-second ? lm. â€Å"While awareness of soft drinks is high, there is a need to build a deeper brand connect† in urban centers, according to the Director of Marketing for CocaCola India. â€Å"Vivek Oberoi—who’s an up and coming star today, and has a wholesome, energetic image—will help build a stronger bond with the youth, and make them feel that it is a brand that plays a role in their life, just as much as Levi’s or Ray-Ban. †In addition to promotions focused on urban youth, Coca-Cola India worked hard to build a brand preference among young people in rural target markets. The campaign slogan aimed at this market was â€Å"thanda matlab Coca-Cola† (or â€Å"cool means Coca-Cola† in Hindi). Coca-Cola India calls its rural youth target market â€Å"India B. † The prime objective in this market is to grow the generic soft drinks category and to develop brand preference for Coke. The â€Å"thanda† (â€Å"cold†) campaign successfully propelled Coke into the number three position in rural markets. cat2994X_case1_001-017. ndd cat2994X_case1_001-017. indd 12 Continuing to court the youth market, Coke has opened its ? rst retail outlet, Red Lounge. The Red Lounge is touted as a one-stopdestination where the youth can spend time and consume Coke products. The ? rst Red Lounge pilot outlet is in Pune, and based on the feedback, more outlets will be rolled out in other cities. The lounge sports red color, keeping with the theme of the Coke logo. It has a giant LCD television, video games, and Internet sur? ng facilities. The lounge offers the entire range of Coke products.The company is also using Internet to extend its reach into the public domain through the Web site www. myenjoyzone. com. The company has created a special online â€Å"Sprite-itude† zone that provides consumers opportunities for online gaming and expressing their creativity, keeping with the no-nonsense attitude of the drink. Coca-Cola’s speci? c marketing objectives are to grow the percapita consumption of soft drinks in the rural markets, capture a larger share in the urban market from competition, and increase the frequency of consumption.An â€Å"affordability plank,† along with introduction of a new 5-rupee bottle, was designed to help achieve all of these goals. The â€Å"Affordability Plank† The purpose of the â€Å"affordability plank† was to enha nce affordability of Coca-Cola’s products, bringing them within arm’s reach of consumers, and thereby promoting regular consumption. Given the very low percapita consumption of soft drinks in India, it was expected that price reductions would expand both the consumer base and the market for soft drinks. Coca-Cola India dramatically reduced prices of its soft drinks by 15 percent to 25 percent nationwide to encourage consumption.This move followed an earlier regional action in North India that reduced prices by 10–15 percent for its carbonated brands Coke, Thums Up, Limca, Sprite, and Fanta. In other regions such as Rajasthan, western and eastern Uttar Pradesh, and Tamil Nadu, prices were slashed to Rs 5 for 200-ml glass bottles and Rs 8 for 300-ml bottles, down from the existing Rs 7 and Rs 10 price points, respectively. Another initiative by Coca-Cola was the introduction of a new size, the â€Å"Mini,† expected to increase total volume of sales and acco unt for the major chunk of Coca-Cola’s carbonated soft drink sales.The price reduction and new production launch were announced together in a new television ad campaign for Fanta and Coke in Tamil. A 30-second Fanta spot featured the brand ambassador, actress Simran, well-known for her dance sequences in Hindi movies. The ad showed Simran stuck in a traf? c jam. Thirsty, she tosses a 5-rupee coin to a roadside stall and signals to the vendor that she wants a Fanta Mini by pointing to her orange dress. (Fanta is an orangeade drink. ) She gets her Fanta and sets off a chain reaction on the crowded street, with everyone from school children to a traditional â€Å"nani† mimicking her action. â€Å"Nani† is the Hindi word for grandmother. ) The director of marketing commented that the company wanted to make consumers â€Å"sit up and take notice. † A NEW PRODUCT CATEGORY Although carbonated drinks are the mainstay of both Coke’s and Pepsi’s produ ct line, the Indian market for carbonated drinks is now not growing. It grew at a compounded annual growth rate of only 1 percent between 1999 and 2006, from $1. 31 billion to $1. 32 billion. However, the overall market for beverages, which includes soft drinks, juices, and other drinks, grew 6 percent from $3. 15 billion to $3. 4 billion. To encourage growth in demand for bottled beverages in the Indian market, several producers, including Coke and Pepsi, have 8/27/10 1:58 PM Cases 1 An Overview launched their own brands in a new category, bottled water. This market was valued at 1,000 Crores. 1 Pepsi and Coke are responding to the declining popularity of soft drinks or carbonated drinks and the increased focus on all beverages that are non-carbonated. The ultimate goal is leadership in the packaged water market, which is growing more rapidly than any other category of bottled beverages.Pepsi is a signi? cant player in the packaged water market with its Aqua? na brand, which has a signi? cant share of the bottled water market and is among the top three retail water brands in the country. PepsiCo consistently has been working toward reducing its dependence on Pepsi Cola by bolstering its non-cola portfolio and other categories. This effort is aimed at making the company more broad-based in category growth so that no single product or category becomes the key determinant of the company’s market growth.The non-cola segment is said to have grown to contribute one-fourth of PepsiCo’s overall business in India during the past three to four years. Previously, the multinational derived a major chunk of its growth from Pepsi-Cola. Among other categories on which the company is focusing are fruit juices, juice-based drinks, and water. The estimated fruit juice market in India is approximately 350 Crores and growing month to month. One of the key factors that has triggered this trend is the emergence of the mass luxury segment and increasing consumer consc iousness about health and wellness. Our hugely successful international brand Gatorade has gained momentum in the country with consumers embracing a lifestyle that includes sports and exercise. The emergence of high-quality gymnasiums, ? tness and aerobic centres mirror the ? tness trend,† said a spokesperson. Coca-Cola introduced its Kinley brand of bottled water and in two years achieved a 28 percent market share. It initially produced bottled water in 15 plants and later expanded to another 15 plants. The Kinley brand of bottled water sells in various pack sizes: 500 ml, 1 liter, 1. 5 liter, 2 liter, 5 liter, 20 liter, and 25 liter.The smallest pack was priced at Rs 6 for 500 ml, while the 2-liter bottle was Rs 17. The current market leader, with 40 percent market share, is the Bisleri brand by Parle. Other competing brands in this segment include Bailley by Parle, Hello by Hello Mineral Waters Pvt. Ltd. , Pure Life by Nestle, and a new brand launched by Indian Railways, ca lled Rail Neer. CONTAMINATION ALLEGATIONS AND WATER USAGE Just as things began to look up for the American companies, an environmental organization claimed that soft drinks produced in India by Coca-Cola and Pepsi contained signi? cant levels of pesticide residue.Coke and Pepsi denied the charges and argued that extensive use of pesticides in agriculture had resulted in a minute degree of pesticide in sugar used in their drinks. The result of tests conducted by the Ministry of Health and Family Welfare showed that soft drinks produced by the two companies were safe to drink under local health standards. Protesters in India reacted to reports that Coca-Cola and Pepsi contained pesticide residues. Some states announced partial bans on Coke and Pepsi products. When those reports appeared on the front pages of newspapers in India, Coke and Pepsi executives were con? ent that they could handle the situation. But they stumbled. 1 One Crore cat2994X_case1_001-017. indd cat2994X_case1_001-0 17. indd 13 10,000,000 Rupees, and US$1 Rs48, so 1,000 Crore US$208,300. They underestimated how quickly events would spiral into a nationwide scandal, misjudged the speed with which local politicians would seize on an Indian environmental group’s report to attack their global brands, and did not respond swiftly to quell the anxieties of their customers. The companies formed committees in India and the United States, working in tandem on legal and public relations issues.They worked around the clock fashioning rebuttals. They commissioned their own laboratories to conduct tests and waited until the results came through before commenting in detail. Their approaches back? red. Their reluctance to give details fanned consumer suspicion. They became bogged down in the technicalities of the charges instead of focusing on winning back the support of their customers. At the start, both companies were unprepared when one state after another announced partial bans on Coke and Pepsi pr oducts; the drinks were prevented from being sold in government of? es, hospitals, and schools. Politicians exploited the populist potential. In hindsight, the Coke communications director said she could see how the environmental group had picked Coca-Cola as a way of attracting attention to the broader problem of pesticide contamination in Indian food products. â€Å"Fringe politicians will continue to be publicly hostile to big Western companies, regardless of how eager they are for their investment,† she said. Failing to anticipate the political potency of the incident, Coke and Pepsi initially hoped that the crisis would blow over and they adopted a policy of silence. Here people interpret silence as guilt,† said an Indian public relations expert. â€Å"You have to roll up your sleeves and get into a street ? ght. Coke and Pepsi didn’t understand that. † Coca-Cola eventually decided to go on the attack, though indirectly, giving detailed brie? ngs by e xecutives, who questioned the scienti? c credentials of their products’ accusers. They directed reporters to Internet blogs full of entries that were uniformly proCoke, and they handed out the cell phone number for the director of an organization called the Center for Sanity and Balance in Public Life.Emphasizing that he was not being paid by the industry, Kishore Asthana, from that center, said, â€Å"One can drink a can of Coke every day for two years before taking in as much pesticide as you get from two cups of tea. † The situation continued to spin out of control. Newspapers printed images of cans of the drinks with headlines like â€Å"toxic cocktail. † News channels broadcast images of protesters pouring Coke down the throats of donkeys. A vice president for CocaCola India said his â€Å"heart sank† when he ? rst heard the accusations because he knew that consumers would be easily confused. But even terminology like P. P. B. —parts per billi on—is dif? cult to comprehend,† he said. â€Å"This makes our job very challenging. † PepsiCo began a public relations offensive, placing large advertisements in daily newspapers saying, â€Å"Pepsi is one of the safest beverages you can drink today. † The company acknowledged that pesticides were present in the groundwater in India and found their way into food products in general. But, it said, â€Å"compared with the permitted levels in tea and other food products, pesticide levels in soft drinks are negligible. After all the bad press Coke got in India over the pesticide content in its soft drinks, an activist group in California launched a campaign directed at U. S. college campuses, accusing CocaCola of India of using precious groundwater, lacing its drinks with pesticides, and supplying farmers with toxic waste used for fertilizing their crops. According to one report, a plant that 8/27/10 1:58 PM Part 6 Supplementary Material produces 300,000 lite rs of soda drink a day uses 1. 5 million liters of water, enough to meet the requirements of 20,000 people.The issue revolved around a bottling plant in Plachimada, India. Although the state government granted Coke permission to build its plant in 1998, the company was obliged to get the locally elected village council’s go-ahead to exploit groundwater and other resources. The village council did not renew permission in 2002, claiming the bottling operation had depleted the farmers’ drinking water and irrigation supplies. Coke’s plant was closed until the corporation won a court ruling allowing them to reopen.The reopening of the plant in 2006 led students of a major Midwestern university to call for a ban on the sale of all Coca-Cola products on campus. According to one source, more than 20 campuses banned Coca-Cola products, and hundreds of people in the United States called on Coca-Cola to close its bottling plants because the plants drain water from communit ies throughout India. They contended that such irresponsible practices rob the poor of their fundamental right to drinking water, are a source of toxic waste, cause serious harm to the environment, and threaten people’s health.In an attempt to stem the controversy, Coca-Cola entered talks with the Midwestern university and agreed to cooperate with an independent research assessment of its work in India; the university selected the institute to conduct the research, and Coke ? nanced the study. As a result of the proposed research program, the university agreed to continue to allow Coke products to be sold on campus. In 2008 the study reported that none of the pesticides were found to be present in processed water used for beverage production and that the plants met governmental regulatory standards.However, the report voiced concerns about the company’s use of sparse water supplies. Coca-Cola was asked by the Delhi-based environmental research group to consider shuttin g down one of its bottling plants in India. Coke’s response was that â€Å"the easiest thing would be to shut down, but the solution is not to run away. If we shut down, the area is still going to have a water problem. We want to work with farming communities and industries to reduce the amount of water used. † The controversies highlight the challenges that multinational companies can face in their overseas operations.Despite the huge popularity of the drinks, the two companies are often held up as symbols of Western cultural imperialism. QUESTIONS 1. The political environment in India has proven to be critical to company performance for both PepsiCo and Coca-Cola India. What speci? c aspects of the political environment have played key roles? Could these effects have been anticipated prior to market entry? If not, could developments in the political arena have been handled better by each company? 2. Timing of entry into the Indian market brought different esults for PepsiCo and Coca-Cola India. What bene? ts or disadvantages accrued as a result of earlier or later market entry? 3. The Indian market is enormous in terms of population and geography. How have the two companies responded to the cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 14 sheer scale of operations in India in terms of product policies, promotional activities, pricing policies, and distribution arrangements? 4. â€Å"Global localization† (glocalization) is a policy that both companies have mplemented successfully. Give examples for each company from the case. 5. How can Pepsi and Coke confront the issues of water use in the manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside? 6. Which of the two companies do you think has better longterm prospects for success in India? 7.What lessons can each company draw from its Indian experience as it contemplates entry into other Big Emerging Markets? 8. Comment on the decision of both Pepsi and Coke to enter the bottled water market instead of continuing to focus on their core products—carbonated beverages and cola-based drinks in particular. 9. Most recently Coca-Cola has decided to enter the growing Indian market for energy drinks, forecasted to grow to $370 billion in 2013 from less than half that in 2003. The competition in this market is ? erce with established ? rms including Red Bull and Sobe.With its new brand Burn, Coke initially targeted alternative distribution channels such as pubs, bars, and gyms rather than large retail outlets such as supermarkets. Comment on this strategy. This case was prepared by Lyn S. Amine, Ph. D. , Professor of Marketing and International Business, Distinguished Fellow of the Academy of Marketing Science, President, Women of the Academy of In ternational Business, Saint Louis University, and Vikas Kumar, Assistant Professor, Strategic Management Institute, Bocconi University, Milan, Italy. Dr. Lyn S.Amine and Vikas Kumar prepared this case from public sources as a basis for classroom discussion only. It is not intended to illustrate either effective or ineffective handling of administrative problems. The case was revised in 2005 and 2008 with the authors’ permission. Sources: Lyn S. Amine and Deepa Raizada, â€Å"Market Entry into the Newly Opened Indian Market: Recent Experiences of US Companies in the Soft Drinks Industry,† in Developments in Marketing Science, XVIII, proceedings of the annual conference of the Academy of Marketing Science, Roger Gomes (ed. ) (Coral Gables, FL: AMS, 1995), pp. 87–92; Jeff Cioletti, â€Å"Indian Government Says Coke and Pepsi Safe,† Beverage World, September 15, 2003; â€Å"Indian Group Plans Coke, Pepsi Protests After Pesticide Claims,† AFP, December 15, 2004; â€Å"Fortune Sellers,† Foreign Policy, May/ June 2004; â€Å"International Pressure Grows to Permanently Close Coke Bottling Plant in Plachimada,† PR Newswire, June 15, 2005; â€Å"Indian Village Refuses Coca-Cola License to Exploit Ground Water,† AFP, June 14, 2005; â€Å"Why Everyone Loves to Hate Coke,† Economist Times, June 16, 2005; â€Å"PepsiCo India To Focus on Non-Cola Segment,† Knight Ridder Tribune Business News, September 22, 2006; â€Å"For 2 Giants of Soft Drinks, A Crisis in a Crucial Market,† The New York Times, August 23, 2006; â€Å"Coke and Pepsi Try to Reassure India That Drinks Are Safe,† The New York Times, August 2006; â€Å"Catalyst: The Fizz in Water† Financial Times Limited, October 11, 2007; â€Å"Marketing: Coca-Cola Foraying Into Retail Lounge Format,† Business Line, â€Å"April 7, 2007; â€Å"India Ops Now in Control, Says Coke Boss,† The Times of India, October 3, 2007; à ¢â‚¬Å"Pepsi: Repairing a Poisoned Reputation in India; How the Soda Giant Fought Charges of Tainted Products in a Country Fixated on its Polluted Water,† Business Week, June 11, 2007, p. 48; â€Å"Coca-Cola Asked to Shut Indian Plant to Save Water,† International Herald Tribune, January 15, 2008; â€Å"Coca Cola: A Second Shot at Energy Drinks,† DataMonitor, January 2010. 8/27/10 1:58 PM