Valuing an IPO for aSstart-up Biotech Company Essay

Valuing an IPO for aSstart-up Biotech Company - Essay Example The company sees itself having unique intellectual property which will give it significant advantages in the area of greenhouse gas mitigation. This is seen as the largest market within their portfolio and with an equal degree of difficulty to establish when compared to other technologies such as cyanide recovery or caustic recycling. Hence it will have the greatest influence on pricing shares for an IPO. â€Å"To be the leading suppliers of propriety technologies to our customers from all over the world specially Australia with focus on providing technologies which can assist firms in creating a better environment for our future generations† We aim to become one of the leading players in offering propriety technology to most of the customers from Australia. Our focus therefore will be on providing technology which can assist our customers in creating a better environment for our future generations to come. Markets for such technologies are relatively large and can offer potential business prospects owing to the extent of their size and operations. For example, there are seven major oil refineries that are currently operating in Australia with almost 85% of the oil requirements are fulfilled through domestic production of oil and petroleum products.1 We therefore see a large market which can be potentially exploited in order to gain access to the market which is really more attractive for this type of business. Since consumers are becoming more and more savvy and are demanding firms to be more socially responsible. With more focus on implementing legislative frameworks which require firms to employ technologies which can help reduce the impact of pollution on the environment, we believe that the firms will be interested in acquiring such technologies which can assist them not only to meet the regulatory requirements but also fulfill the expectations

Glowing Bacteria Lab Essay Example for Free

Glowing Bacteria Lab Essay 1. Transformation involves the transfer of genetic information into a cell by directly taking up foreign DNA from its surroundings. This DNA is then incorporated into the host cell’s own DNA. This transformation usually occurs within plasmids, small circular DNA molecules separate from its chromosome. After the recipient cell is infected with the DNA, the cell will move on with replication, producing offspring with traits encoded by the plasmid. These plasmids may replicate with the chromosome, or independently. This is how diseases are commonly spread, since one little bit of DNA can affect the entire organism thanks to duplication. 2. E. Coli are ideal organisms for molecular geneticists to manipulate because it can easily be grown in suspension culture in mediums such as Luria broth or on agar. Also, E. Coli has a relatively small genome, containing only about five million DNA base pairs. By chemically and thermally treating E. coli cells, they can artificially be transformed. Naturally, these cells do not possess the natural system needed for transformation. After treatment, they become receptive to an insertion of foreign DNA contained in a plasmid. 3. After treating the E. coli cells, plasmid containing firefly genes can be inserted into the cell. What this will do is create recombinants in which properties of the original cell and the firefly cell will be exhibited. In order to insert the plasmid into the cells, we will use a sterile inoculating loop to remove a loopful of the E. Coli from the surface of the agar. We will then place the loop into calcium chloride and twirl it rapidly, releasing the bacteria. Then, using a pipette, we will add 10 µl of the pBestLuc solution to the mixture. 4. Luciferase is the enzyme responsible for the luminescent glow of the firefly. It causes the glow by catalyzing a reaction between the chemicals luciferin and ATP in the presence of oxygen and magnesium. After injecting the cells with this enzyme, and allowing them to sit for 24 hours, we will be able to observe whether or not transformation was successful based on whether or not our bacteria will glow. 5. The way in which we will calculate the efficiency of the transformation reaction is by comparing our results with those of our classmates. If most of the groups did not have successful transformation, it is safe to conclude that the efficiency is relatively low. On the otherhand,  if all the groups see that the bacteria has taken on the new trait, than the efficiency is relatively high.

The Iranian Revolution And Khomeini Ideas

The Iranian Revolution And Khomeini Ideas The Iranian Revolution, also called the Islamic Revolution took place in 1979. It marked events involving the demise of Irans monarchy by bringing down the US-backed Shah of Iran, Muhammad Reza Pahlavi. The revolution placed Ayotullah Rohullah Khomeini in control of Iran. Ayotullah Rohullah Khomeini was the leader of the revolution and changed Iran into in Islamic Republic. Imam Rohullah Al-Musavi Al-Khomeini, in short, Ayotullah Khomeini, was born on September 24, 1902. He belonged to a family that had religiously strong traditions. They resided in Khumayn, located in the west of Tehran. When Ayotullah Khomeni was nineteen years old he went to study religious science where his education under notable figures exposed him to religious traditions, political activism and learning. He excelled in a lot of subjects but mastered ethics and philosophy. Though he is widely known as a revolutionary leader with a remarkable success in the political field, initially he was famous as a writer an d a teacher residing in Qom. Qom had a status dignified learning center and rose as spiritual capital in Iran. His area of concern was devotional and mystical matters. But from spirituality and mysticism, he never meant social isolation and political inertness. Instead he advocated energetic natural expression on the socio-political frame. His life indicates that an Islamic revolution has its roots in spiritual and moral realm. During his early years in Qom, his activities were in contrast with the establishing Pahlavi state by Shah of Iran, Reza Khan. Reza Khan changed the monarchy in Iran into a totalitarian dictatorship. His major objective was to wipe out Islam as a cultural, political and social power. Imam Khomeini not only witnessed these efforts of Reza Khan directly but also got news regularly from cities like Tabriz, Mashhad and Isfahan. All this deeply affected him. In the later years Muhammad Reza, son of Reza Khan became the Shah of Iran and continued the exploitive agenda regarding religious institutions. Imam Khomeini touched the political field for the first time in 1941 when he gave a political public statement in his book Kashf al-Asrar. In 1962 Imam Khomeini became the leader of Qom. His aim became to fight back Shah at a time when not many dared to do so. He announced his support to religious institutions. For example he lent his support to students who were protesting against the permission to open liquor stores in the city. After that he moved towards matters of bigger significance. In October 1962 he united with the religious leaders throughout the country and vigorously protested against the law allowing non-Muslim males and females to participate in elections to local assemblies. This resulted in building an alliance of religious scholars that would stand for the fundamental rights. In 1963 he confronted the Shah, who was trying to propagate reforms in economic and socio-political life if Iran. These efforts by Shah were designated as White Revolution. The White Revolution was a deceiving program constituted on six points. The real aim was to restrain the growing clerical influence against Shah in Iran. Imam Khomeini made public a strong and hard declaration in which he denounced the Shah and his Western agenda. He accused the Shah of violating the constitution, spreading morally corrupt objectives and compliance with USA and Israel. The Shah successfully got the clauses of this revolution approved through a fake referendum on January 26, 1963. The measures taken under the flag of White Revolution were largely perceived by the Iranian society as a dictation by United States. The goal was to augment Shahs wealth and power and sustenance of US dominance. Imam Khomeini denounced the revolution and exposed the aims and objectives underlying it. He preached lectures from Fayziya Madrasa that had impact in the whole nation. On March 22, 1963 the Shah sent paratroopers who attacked Fayziya Madrasa resulting in the death of numerous students and rummage of madrasa. It didnt intimidate Imam Khomeini much. Instead it ignited an unprecedented struggle directed against the blunders and wrongdoings of the regime. The attack was perceived as a symbolic action showing the hostile attitude of the regime towards Islam and the ruthless expression towards Islamic institutions. After all these actions Imam Khomeini came out stronger. He kept denouncing the Shah and his regime. He cursed the Shah for his authoritarian nature. He called him a puppet of United States and criticized his growing association with Israel. On June 3, 1963 the afternoon of Ashoura (10th day of Muharram according to the Muslim calendar) he denounced the Shah by calling him a wretched miserable man and warned him to alter his ways otherwise people will celebrate the day he departs from Iran. He was arrested because of that speech on June 5, 1963. This led to major protests for three days throughout Iran. There was disgust among the public against the regime and a shocking uprising took place. In Qom, Shiraz, Isfahan, Mashhad, Tehran and many other cities well equipped army of Shah trained by United States was confronted by defenseless demonstrators. It is estimated that some 15,000 pro-Khomeini protesters were killed by the Shahs forces in these protests. This uprising acted as a fulc rum in the struggle against the regime. Imam Khomeini became a national leader. He became an aspiration to the whole nation to stand against the Shah and the foreign supporters backing up Shah. He provided a rational and logical Islamic ideology. He introduced a political road map guided by religious leadership rather than by the secular parties. The uprising was curbed but the mass public and religious scholars could not endure the detention of Imam Khomeini. Demonstration continued all over the country and several religious personalities pressed on Tehran for his release. On April 6, 1964 the government released him, issuing a statement that he has contracted to abstain from any activity of political nature as a condition for his liberation. This was later refuted by him. He carried on his condemnation of the Shah and his regime with more vitality. In October 1964, the Shah proved his submission to the US by granting legal immunity to the US personnel. This gave the US personnel the right to commit all offenses in the Iranian boundaries. It was evident now that the Shah was a puppet at the hands of United States. The Iranian Majlis approved this measure. On the very next day i.e. October 27, Imam Khomeini wrathfully denounced this and called it an outright attack on the independence and sovereignty of Iran. Imam Khomeini was now becoming a serious nuisance for the Shah and his foreign supporters. All efforts to intimidate Imam Khomeini into silence proved futile. Hence an attempt to destroy his strengthening influence was made by sending him to exile. Therefore, on November 4, 1964 Imam Khomeini was arrested and exiled to Turkey. He stayed in Ankara for a while and than moved to Bursa. The Shahs regime was pressurized to allow Imam Khomeini to a better place than Turkey. The permission was given on October 1965 and Imam Khomein i moved to Najaf, considered by the Shii sect as a shrine city in Iraq. He took residence in Najaf for the next thirteen years. On the other side, the Shahs regime set itself free from the pressure they were previously bearing and thought that the religious establishment of Najaf will overshadow Imam Khomeini. But they were wrong. Not only did Imam Khomeini created himself as a sound presence in Najaf but also kept maintaining his popularity and influence in Iran. His public statements concerning Iranian development were smuggled and circulated in the country. He addressed the Muslim world and his messages were distributed in Mecca several times. He was visited by prominent Iranian and Muslim religious figures from time to time during his years in exile. He was never forgotten by the people of Iran. His name and his cause lived in the Iranian people. He was an inspiration for numerous religious groups and scholars who carried on building the foundations previously laid by Imam Khomeini. Unaware by many foreign onlookers, an Islamic association of immense span and insight was formed. It was understood that Imam Khomeini would come up as a leader and guide the Islamic Revolution taking place in 1978-1979. Though he was physically absent but he lived in the hearts of the Iranian people and was an aspiration to them. On November 23, 1977 a tragic thing happened. Hajj Mustafa, Khomeinis elder son, died unexpectedly in Najaf. He was assassinated by SAVAR, a US-instituted security police of the Shah. Imam Khomeini faced this grief patiently. This tragedy provoked the Iranian public. People became rebellious and this rebel turned into a revolution. On January 8, 1978 a government statement came labeling Imam Khomeini as an agent working for foreign powers. This invited a public outrage. Protests broke out in Qom which resulted in a large number of casualties. These series of protests combined the whole country in the revolutionary passion and continued till the summer of 1978. Imam Khomeini kept encouraging the steadfastness of the people and boosted them to attain their goal i.e. the demise of monarchy building of an Islamic state. The Shahs regime made another attempt to bring down the revolution by requesting the Baathist government of Iraq to expel Imam Khomeini from their country. The Shah thought this would destroy his base of operation and the revolution will lose its leadership. Imam Khomeini was never satisfied with the governments that have been ruling Iraq. He considered Syria and Algeria as a good option but no Muslim country welcomed him to stay and carry on his political activity. In October 1978, Imam Khomeini went to France and took residence at Nauphle-le-Chateau, which is situated near Paris. The residence in France proved to be very beneficial for Imam Khomeini. The communication became easier, international media also jumped in and he was able to address to a global audience. In December 1978, the month of Muharram also came. Demonstrations on a large scale took place in Tehran and other major cities aiming to overthrow the monarchy and replacing it with an Islamic state under Imam Khomeini. The Shah touched the extremes of brutality. The streets were flowing with the blood of thousands of slaughtered demonstrators, the people held in jails were tortured and abused, and the wounded were massacred in the hospitals by the Shahs forces. United States, Israel and many foreign states supported this. It seemed like a holocaust but this time done by the Jews. Despite the unflinching US support the corrupt and homicidal rule of the Shah was taking its last breathes. A substitute administration was made under Shahpur Bakhtiar and finally, the Shah left Iran for good on January 16, 1979. The public come out on the streets full of joy and happiness. People celebrated their victory. On February 1, 1979 Imam Khomeini returned to Iran and was welcomed by millions of Iranians at the airport. Throughout the revolution Imam Khomeini showed characteristics of high values; Spirituality, self discipline determination, leadership, compassion, asceticism, erudition, sobriety, political ingenuity and hatred of imperialism. He was undoubtedly the teacher and director of the Islamic Revolution in Iran. In his lectures that were given in Najaf between January 21 and February 8, 1970, which were later combined under the title of Islamic Government (Hukumat-i-Islami) three key points come to surface. The need for founding Islamic socio-political institutions Obligation of religious personalities (the fuqaha)to construct and Islamic republic Islamic republic that takes self reform measures Imam Khomeini said in his lectures that a society cannot be reformed alone on an organization of laws. It is important that a power and an executor are present to ensure the law. That is why Allah Almighty not only provided an ordinance of law (sharia) but also gave a structure of government well supported by administrative and executive institutions. The last Messenger of Allah is a practical example of such a government. He executed the institutions in the Muslim society. The Prophet established the ordinance of law in Islam. This duty was later carried by the successors of the Prophet. It was the need that someone continues executing the laws and establishing the Islamic institutions in the society. It is very important that there is some executor of the social institutions and the law. Legislation if alone couldnt do much good for the well being of humans. The executor, known as, vali amr, is responsible for implementation of the law and the courts verdict. He said that the life of prophet is in itself a practical example of establishing an Islamic State. He said that the Prophet laid foundations of a government, implemented laws, established Islamic ordinances, and administered the society. He appointed governors, judges and also worked as a judge himself. He sent diplomats to different states, chiefs and kings, completed pacts and treatise, commanded the army in battles. In a nutshell, he performed all the functions required in a government. He appointed his successor himself. This showed the necessity of a stable working government even after Prophet Muhammad departs from the world. Imam Khomeini said that the ratification of Islamic law was not limited to the times of Prophet. The Islamic ordinances are permanent and hold practical value till the end of times. The Islamic system of government is not restricted to the old times. The taxation system, economic system, social system laid down by Islam holds its relevance till the end. A fully functioning government together with its administrative and executives bodies is compulsory. If the political system is repugnant to the Islamic teachings than such a system would result in tyranny, corruption, moral drain, anarchy and chaos. Imam Khomeini questioned the putting aside of Islamic laws to promote anarchy. He questioned the calling of Islamic Laws as old and impractical. Allah has not limited the legitimacy of his of the laws He sent to earth. Imam Khomeini hardly denounced those who believe that Islamic laws dont hold their validity anymore. Imam Khomeini criticized the western taxation system. He supported the Islamic system of through kharaj, zakat, khums and jizya. He said that those who do not support the Islamic system challenge the legitimacy and universality of Islam and the faith. Government was always considered a necessity during the time of Prophet and afterwards. Governments were made during the reign of Caliphs. Sharia provides us with sufficient proof regarding the need of a government in all times. Sharia is the embodiment of diverse laws covering all aspects of a society. The laws in this system are a complete guidance of to meeting the needs of all humans, dealing the neighbors, other citizens, races, relatives, children, marital and personal life, laws regarding peace and war, foreign policy, diplomatic relations with other nations, laws related to trade, agriculture, commercialization. It gives guidance about the constitution of marriage institution, the right procedure to contract it, the fostering of child in the womb, the responsibilities of the parents during the time the infant is nourishing and growing, the interaction of husband, wife, and the children. Islam offers a complete code of conduct for the humanity. It ensures virtue, morals and healthy economic and social relations. The ordinances and laws needed by man are all present in the Holy Quran and Sunnah. These laws will help in attaining happiness and making the state perfect. Imam Khomeini swore that the Quran has everything that a man needs. It is not possible to execute Allahs order without the formation of proper executive and administrative organs that would strengthen the establishing of a government. Imam Khomeini mentions some provisions to substantiate his argument. The taxation system introduced by Islam is not meant to feed the poor and needy only. They also build bases for establishing a grand government and bear the essential expenses for it. The example could be given of khums, which is a type of tax, and acts as a source of revenue for the treasury. It is believed that khums is levied on all natural resources, commercial and agriculture profits in an equal manner. It applied to everyone on equal terms as they have to pay one-fifth on their income that is surplus. This large income will serve the function of administering the Islamic republic and fulfilling its financial requirements. If this one fifth portion of the surplus income of Muslims is calculated, it will become evident that the imposing of such a tax is not for the reason of feeding the poor and hungry but for a larger cause i.e. fulfilling the financial requirements of the government institutions and its important bodies. Imam Khomeini emphasized on establishing a government bas ed on the Islamic taxation system which comprised of khums, jizya, zakat and kharaj. He said that the large budget provided by the income from khums, was for the reason of establishing a government that administered the Islamic domain. It was formed to fulfill the needs of people by providing the public with services related to health, defense, educational and economic welfare. Furthermore, Islam laid down principles for the compilation, safeguarding and disbursement of the income from khums. Any illegal take over or embezzlement of this income is strictly forbidden. The head of state and government members do not practice any privilege over a common inhabitant when it comes to public wealth and income. Another type of tax is jizya, has been made compulsory for ahl adh-dhimma, and kharaj is imposed on land that is of agricultural value. These two sources also add considerable amount of revenue. The forming of these taxes proves that it is necessary that a government and a ruler exist. It is the responsibility of the governor or ruler that taxes is imposed correctly on ahl adh-dhimma according to their financial ability and income. The ruler should also fix proper taxes on their livestock and agricultural land. Kharaj tax is also imposed on the land that is in the ownership of the Islamic republic. In order to implement these taxes laws should be established, institutions should be built, and administrative bodies should be working. Otherwise it would be impossible for such taxes to be carried out. The in charge of the state is responsible for carrying out these taxes honestly and aiming them for the larger good of the public. The rules relating the safeguard of the Islamic defense and order of the territory and the freedom of Islamic nation also calls for the establishment of a government. It is said in the Quran: Prepare against them, whatever force you can muster and horses tethered (Quran 8:60) This shows that a well equipped defensive Muslim force should always be ready and vigilant. It should be alert even during peace. Imam Khomeini said that if Muslims had acted on this verse a strong government would have been formed and preparations of a war would have been made beforehand. A small bunch of Jews would not have even thought to take over our lands and destroyed Masjid al-Aqsa. If the Muslims had fulfilled their responsibility of carrying out Gods orders and laws, and established a respectable and righteous government than all this would not have taken place. If the leaders of Muslims are true representatives of Gods laws than they would overcome all their differences and unite together as one. A bunch of Jews couldnt harm us then, even if they get all their support from US and other foreign countries. As it is said in the Quran, Prepare against them, whatever force you can muster this means that we should be well-prepared and strong and ever-ready against the oppression that the enemies will try to cause us. Unfortunately we are licking in preparedness, strength and unity and thats why we are suffering at the hands of foreign evils. There are a number of conditions of the law that are not possible to be imposed unless a government is established. The example could be given of blood money, which is used to support the deserving and physical penalties laid down by the law, which have to be supervised by the ruler of the Islamic state. These laws and ordinances remind us the necessity if a government and strong institutions that have the power which makes them capable to perform these functions in the best way. After the death of Prophet the Umayyads went against Ali ibn Abi Talib and started to cause instability in the Islamic state. They moved away from the formation of a government that has been ordered by God Almighty. They changed the basis of the entire government. The policies they introduced were in contradiction to Islamic laws and ordinances. The Abbasids and Umayyads pursued anit-Islamic administrative and political policies and established a government that was against Gods teachings. The government they established later on converted into a complete monarchy. Their government was just like the governments of Roman emperors, Egyptian pharaohs and Iranian kings. Imam Khomeini called them non-Islamic governments that have been carried on to the future. Both the law and logic tell us that such anti-Islamic and non-Islamic governments should not be permitted. The reasons are very clear. In a non-Islamic form of government the orders of Islamic politics couldnt be implemented. Imam Khomeini said that the non-Islamic forms of government are the system made by the infidels (kafir). It is the obligation of every Muslim to eradicate all the traces of such a system from their society and perish them. It is our responsibility to create a social atmosphere that ensures the education of individuals who have faith and virtue. But such an atmosphere is in total contradiction with the rule of the infidels and their illegal power. Imam Khomeini said that the corruption is Iran is the result of the kafir mode of government. The corruption has to be swept and the culprits should be caught and hanged. He related this corruption to the corruption of the pharaohs in Egypt. It is not possible for a faith-practicing, God-fearing and just Muslim to survi ve in such a socio-political situation. The condition leaves the individuals with two choices. Either he submits to the will of kufr and betrays God or he refuses to commit the acts that the kufr commands and stands against him to destroy the corrupt system. Being true Muslims we have no choice but to destroy the form of government that is full of corruption, tyranny, treachery, oppression and crimes. This is the obligation of every Muslim of the world, a duty he must accomplish to ensure the political Islamic revolution. The tyrannical and imperialist rulers have segregated the Islamic land. They have divided the Islamic umma into numerous segments and virtually created detached nations. The imperialists of Austria, Russia, Britain and others divided the great Ottoman Empire. This happened partly because of the incompetency and corruption of the rulers of the Ottoman. They took a wrong step y following the system of monarchy. The Ottoman Empire was a threat to the evil imperialists. They were afraid that righteous men will rise up and take control of the state and destroy the imperialism to its roots. Therefore after World War I the imperialists divided the Ottoman Empire into fifteen small states. The imperialists started controlling them with the help of their agents. Imam Khomeini said that if we want to unite the Muslim umma, if we want liberate the Islamic land form the claws of imperialists, if we want to overthrow the puppet governments than it is crucial that formation of a government that is in accordance with the Islamic laws and ordinance takes place. The establishment of such a government will safeguard the disciplined Muslim unity. He quotes the address of Fatimat az-Zahra: The Imamate exists for the sake of preserving order among the Muslims and replacing disunity with unity Imam Khomeini revealed the evil deeds of the imperialists by saying that the imperialists have appointed their political agents in the countries. They have imposed an economic system full of injustice. As result the people are divided into two distinct groups: oppressors and oppressed. The oppressed are deprived of the basic necessities of life while the oppressors enjoy the all the wealth through corruption and tyranny. The hungry oppressed people have tried to cut loose their chains from the cruelty of the overlords and their struggle has been going on till today. But the ruling class and imperialist government structures have hindered their way. It is our responsibility to rescue the deprived and oppressed. We should confront the oppressor. Imam Khomeini said that it is an obligation for Islamic scholars to thrive against the oppressors and let the not succeed in establishing a monopoly on the wealth resources. The Islamic scholars should fight for the masses and to save them from hunger and deprivation and stand against the oppressors usurping the wealth of the people. He quotes the following saying: I swear by Him Who causes the seed to open and create the souls of all living things that were it not for the presence of those who have come to swear allegiance to me, were it not for the obligation of the ruler-ship now imposed upon me by the availability of aid and support, and were it not for the pledge that God has taken form the scholars of Islam not to remain silent in the face of gluttony and plundering of the oppressors, on the one hand, and the harrowing hunger and deprivation of the of the oppressed on the other hand were it not for all of this, then I would abandon the reins of government and in no way seek it. You would see that this world of yours, with all of its position and rank, is less in my eyes than the moisture that comes from the sneeze of a goat. Imam Khomeini said that it is not the time to sit silent. The time has come to rise against the traitors, puppets of foreign imperialists, and tyrants who have the blood and sweat, wealth and income of the Muslims nationwide. They have snatched the prosperity from the Muslims. It is the responsibility of the scholars of Islam and all the Muslims to destroy this system that has enslaved us. We will overthrow the anti-Islamic governments to bring welfare to millions of Muslims by the formation of a government on the foundations of Islam. Imam Khomeini said that the rules and regulations laid down by Islam prevent the exploitation of the weak by the oppressors. If the anti-Islamic form of government prevails than the Islamic land will fall in the hands of the foreign imperialist powers. The people who rule Iran are useless. They are corrupt, tyrannical and incompetent. Therefore a revolution is necessary. An Islamic revolution is the only way to end this system of kufr. Imam Khomeini successfully preached these ideas in the nation of Iran and led to the Islamic revolution that resulted in breaking the chains of imperialist United States and Israel. The country fled into the streets to support his ideology, the righteous, faithful and Islamic ideology.

Free Narrative Essays - The All-Star Baseball Team :: Example Personal Narratives

The All-Star Baseball Team    Several summers ago, I made my first All-Star baseball team for a local little league. When I heard that I was picked, I was overwhelmed with happiness. A lot of my friends and teammates in years past had made the team, but never me. I was finally selected by the head coach of the All-Star team, and considered it quite an honor.    Although I was on the team, I was the only one who had never been an All-Star. I spent most of the tournament on the bench. But there were a few times when I had to go up and pinch-hit. I loved those times. I actually came through with a few clutch hits. Eventually, we made it to the championship game. Because we had lost our first game of the tournament, we were in the loser's bracket, and had to beat our opponent twice to advance to the next tournament. I am an extremely competitive person (probably the most competitive I know) and I was pumped up. But we lost our composure, and then lost the game. Needless to say I was more than a little depressed by the whole situation.    A year later, I was again chosen for the team. This time, I worked my way from being a back-up catcher to the starting 3rd baseman in two weeks. But after going 0-2 in my first two at-bats, my coach took me out of the starting line-up. Again, I pinch-hit, and was very successful at it. I even hit what turned out to be a game-winning homerun. We later reached the championship game again, but we lost it for the second time. This time I was more frustrated than I could ever remember being. I was slamming my hand into walls and almost crying. I was really acting very childish.    Once again, the next year, I was on the All-Star team. This time we were all determined to stay in the tournament and win the championship. We started off lousy, though, making four errors in the first game and losing 4-0. We now had to win every game and beat the last team twice. We did defeat every team we went up against, including the team that beat us the first game, and once again ended up in the championship game.

Segmentation, Targeting & Positioning

University of Zimbabwe Graduate School of Management *Marketing Ma*nagement Question: Kotler (1988) has stated that: â€Å"The heart of modern strategic marketing can be described as STP – segmenting, targeting and positioning. ’’ Discuss this statement using appropriate examples. Introduction Market segmentation By definition market segmentation is the division of a market into different groups of customers with similar needs. Or to express it in another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, and each has common characteristics and needs and displays similar response to marketing actions. ‘’In essence it is the process of dividing a varied and differing group of buyers or potential buyers into smaller groups, within which broadly similar patterns of buyers exist. ’’ (Wilson and Gilligan, 2007, p. 318). There are several ways in which companies can segment their markets. Just as you can divide an orange up into segments you can divide the population as a whole into different groups of people or segments that have something in common. Marketers therefore look for variables they can use to divide up the population. According to Kotler (1997) the commonly used variables are: Geographic segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation. Products can be aimed at a lifestyle. People are grouped according to the way they lead their lives and the attitudes they share. For example, young professionals may drive a sports car because of the image they want to portray. Married parents might want the same things, but have to provide for their children, which is a large extra cost. They will need a family car to suit their lifestyle. Thus you will find a couple that has just married and have no children, will go for a Mazda 3, while older couples with three or so children will go for a Mazda BT-50 because it is bigger and can accommodate the whole family. However the range and variety of marketing decisions suggest that any attempt to use a single basis for segmentation may result in incorrect marketing decisions as well as a waste of resources. Thus increasingly today you will find marketing strategies combining two or more basis for segmentation of their market. TARGETING Once the firm is satisfied that the segments warrants attention there are various ways in which a firm can then target a market. The first is a single product offering. In other words, the marketer targets a single product offering at a single segment in a market with many segments. For example, British Airway’s Concorde is a high value product aimed specifically at business people and tourists willing to pay more for speed. Identifying marketing targets enables organisations to find opportunities and tap into them. It gives firms the information needed to focus on the buyers that are interested in what they have to offer. This saves both time and money in an ever-changing society. However if you pursue one segment of your target market and the demand for your product decreases, so will your financial strength. In essence, you are putting all your eggs in one basket. When your firm becomes well established in a particular market segment, it may be difficult for you to move to another segment. This may occur due to your market reputation or popularity. For example, if Lorimark HR Consultants becomes known for helping college graduates find jobs, unemployed professionals may perceive them as only having the expertise to serve that market. Another downside of target marketing may that a large segment of the population may be left out in the cold. Though demographics and segmentation might give an overall view of the intended market, consumer spending habits change greatly, depending on trends and economic factors. With society taking on more of a unisex lifestyle businesses should be careful when using for example gender to target market. An example of a product that was traditionally targeted at women and is now being targeted with variations in strategy at men is hair colouring. Men now pay particular attention to their hair in much the same way as woman. Thus target marketing should be done with extra care taking into account all factors that may have an effect on the organization’s profitability and the perception or position it wants to create in the market. POSITIONING Thus positioning is all about perception and is inextricably linked to segmentation. It cannot be defined until the market has been divided into unique segments, and target segments have been selected. As perception differs from person to person, so do the results of the positioning map. Positioning reflects the â€Å"place† a product occupies in a market or segment. A successful position has characteristics that are both differentiating and important to consumers and the characteristic may or may not reflect reality. A position is effectively built by communicating a consistent message to consumers about the product and where it fits into the market in terms of the features, performance, quality, conformance, durability, reliability, style and design — through advertising, brand name, and packaging and all the other elements of marketing mix. Kotler, 1997, p. 301) For years OK Zimbabwe has constantly and consistently bombarded the minds of consumers’ with the message ‘†¦. where your money buys you more. ’ Thereby creating in the mind of the consumer that OK has the best prices and your dollar with OK can take you a long way. Another example w ill be that of Colgate and Surf by Unilever, these products are stuck in the minds of consumers (positioned), such that if someone is buying any other toothpaste or washing powder, not necessarily Colgate or surf, they will still refer to the product as Colgate or surf respectively. It is ‘the’ product in mind of the consumers. That is positioning. What is our current position? What does the space look like – what are the most important dimensions in the category? What are the other products in that space and where are they? What are the gaps, unfilled positions or ‘holes’ in the category? Which dimensions are most important? How do these attitudes differ by market segment? What position do we want to have? Some of the positioning opportunities for a product include: Finding an unmet consumer needs – or at least one that is not being adequately met now by completion? Identifying product strength that is both unique and important. Determining how to correct a product weakness and thereby enhance a product’s appeal. For example Ponds â€Å"new and improved†. Changing consumer usage patterns to include different or additional uses for the product. Identifying market segments, which represent the best targets for a product. How do we create a new positioning? Physical product differences. Communications- finding a memorable and meaningful way to describe the Positioning is not what you do to a product; ‘positioning is what you do to the mind of the prospect’. (www. s-m-a-r-t. com/Exp_brandpros. ) Accessed 3 September 2009. Other questions that the marketer should contend with in terms of positioning are: whom do I have to defeat to own the position, do I have the resources to do it, can I persist until I get there and are my tactics supporting the positioning objectives I have set. The positioning map below will show how the motor industry positions their products in the market. Positioning map: +High (price) From the above positioning map it can be concluded that products tend to bunch in the high price/low economy (fast) sector and also in the low price/high economy sector. There is an opportunity in the low price/low economy (fast) sector. Maybe Hyundai or Kia can consider introducing a low cost sport saloon. However it is all down to the perception of the market about the product. Conclusion Undertaking a Segmentation, Targeting and Positioning process is probably one of the most important processes management should undertake both at the onset of a new offer creation as well as part of a periodic revision of the portfolio of offers and strategies used by organization. A market research is always the starting point in the STP process; otherwise the organizations resources will be misdirected. References: Aaker A. David, (1995). Strategic Market Management, 4th Edition, John Wiley & Sons, Inc. Armstrong J. Scott, (2006). Strategic Marketing Management – A Business Process Approach. Brand pros available at http/www. s-m-a-r-t. com/Exp_brandpros. Accessed 3 September 2009. Grahame Dowling, (2004). Creating Corporate Reputation. Identity, Image and performance. Oxford University Press Inc. Kotler P, (1997). Marketing Management, Analysis, Planning, Implementation and Control, 9TH Edition, Prentice Hall. Malcolm H. B. McDonald, (1996) Marketing Plans, How to prepare them how use them, 3rd Edition, Butterworth-Heinemann. Wilson and Gilligan

David Thoreau - biography essays

David Thoreau - biography essays Henry David Thoreau harbored many anarchist thoughts toward the American government of the decades before the Civil War, which he collected and wrote about in the essay, Civil Disobedience. The essay contains a powerful message that would not only reflect Thoreau's own views toward the Mexican war, but also give the essay a powerful anti-slavery message, as well as affect the whole idea of Civil Rights, as well as shape the leaders of Civil Rights. When examining the essay, Civil Disobedience, you must also learn the reasoning of the essay. Henry David Thoreau lived a quiet life in a small cabin he had built in Walden. Thoreau thought paying his taxes was wrong in principal, Thoreau declares that he cannot associate with the American government, because it is a slave's government. In comparison with the Civil Disobedience essay, is the John F. Kennedy innaguration speech. In the speech, he says ask not what your country can do for you, but what you can do for your country. In comparison to the government, Thoreau states that it does not keep the country free. It does not settle the West. It does not educate. Thoreaus view of the government is the exact opposite of John F. Kennedys. As Kennedy is trying to promote citizen involvement in the government, Thoreau discourages it, since the citizen has kept the country free, settles the west, and educated the public. The two views of Kennedy and Thoreau were quite different, as were there times of life. Thoreau would much rather overthrow the government than help it, the exact opposite of Kennedy, trying to restore faith in the government. Thoreau lived in a period were there was not much faith in the government, protests were very common, and the nation was about to split into two parts, partially explaining his quote. This comparison is just showing how much more different that views have become since the Civil War, faith in the government, ...