Is American Dream Still Alive?

In discussion of American dreams, one controversial issue is that Cal Thomas, the panelist on Fox News, claims that it is the dysfunctional government and unstrained liberalism that cause the end of American dreams, but the principle of American culture and the awareness of what got us here will help us to get back on the right track. On the other hand, Brandon King, a student of university of Cincinnati, argues that the American dreams are still alive. What is more, it is the inequality that ruin the American dreams.As long as people have the faith that the life will be better off than today and enact policy to sustain economic growth, the American dreams will keep alive. I totally agree with King’s view and I believe that government do play a important role in regulating economy and they should enact some policy of educational expenditure and therefore, they can provide with recourse to those who need it. Both king and Thomas discuses the definition of American dreams. Thoma s defines American dreams as achieving greater prosperity and consuming more material goods.What is more, King extends Thomas’s idea and claims that the old American dream is just as what Thomas says, but the new American dream is trimmed down version of its former self. He believes that most people prefer a stable, middle-class lifestyle now, and they change their spending habit from consuming money to get joy to focusing on saving money for the future and having secure employment by showing some statistics about ownership decreasing from 69% in 2005 to 66. 5% in 2010 and renter household increasing 1. 1million.And they both agree that culture plays an important role in shaping American dream. Thomas blames dysfunctional government and unstrained liberalism for leading Americans down a path to economic and cultural insolvency while Kings complicates his idea by arguing that government action is still helpful too. Thomas blames government for their action of over-expanding, e ncroaching, over-taxing, overspending, and over-regulating that erode some nature virtue of people such as self-reliance, individual initiative and personal accountability.However, king disagrees with him and says that government do help to bring economy back to a stable path such as funding for Wall Street and struggling businesses because of a principle that large business and financial institution enable many others to attain economic stability and security. By helping those big companies, government can increase job opportunities and hire more people, which was what President Obama did in 2010 to get economy out of depression. In the further discussion, King demonstrates that the biggest obstacle of economy recovery is inequality.And he points out that it is useless for government to redistribute income by taxing rich people and give insurance to pool people, which will only cause the total expenditure of nation decrease and lead to further recession. I totally agree with Kingâ €™s view that the American dream is still alive, and the key to keep the American dream alive and make economy prosperities is the right of education, because American people needs educational opportunity to compete in the global economy and put gainful employment in it. However, too high taxes and burdensome regulations on people are the knottiness that block people from education.A son of my mother’s friend was doing excellent job in high school and he decided to go to medical school to continue his study. One day he got a letter from administration office said that he was enrolled in johns Hopkins university. He was super excited and yearned for the college life in the future. However, the high tuition fee $39000 a year broke his heart. His family could not afford such a tuition fee at that time. So he ends up in university of Berkeley, which is a good choice for us but not for him. Our family all feel sorry for him because we believe that he deserve the top school to start his college life.From my perspective, I suggest that the government really need some policy on regulating educational expenditure that enable every person to get his or her education if he or she deserves it. In conclusion, both Thomas and King believe that the American dream is still alive. However, Thomas blames dysfunctional government for economic recession while King says it is the inequality that cause problem. I agree with King’s view and I suggest government to cut some tuition fee and enact some policy on educational expenditure to give enough educational resource to these people who deserve it, because education is the key to economic prosperity.

Cognitive Behavioral Therapy Essay

In the early 1960’s there was a drift towards Cognitive Behavior Therapy as people turned away out of disappointment in the psychodynamic theory for psychotherapy. Also at this time social learning theory was the new and upcoming study. This is when Cognitive theory emerged with Alfred Adler. He was the first Cognitive therapist who came up with the idea that an individuals beliefs and ideas is what makes up their behavior (Lantz, 1996). He believed that this type of psychotherapy would allow the clients to make changes in the way they think to change their behavior and solve their problems. Alfred Adler was not the only contributor to Cognitive theory. Between the late 1950’s and early 1960’s Albert Ellis came up with dysfunctional thinking or emotions that come from irrational beliefs. He sought out to change these unclear emotions with psychotherapy and by challenging these beliefs. His books are very well known and used a lot of by different therapist. He is basically considered the grandfather of Cognitive Behavior Therapy and his ABC model is used widely. Albert came up with Rational-emotive therapy, which was later on changed to Rational-emotive behavior therapy because Ellis wanted his clients to act upon their new beliefs by putting them into practice (Wilde, 1996, p. 9). Others who have contributed to Cognitive theory have been William Glasser, Arnold Lazarus, Don Tosi, Victor Ramy, Maxie Maultsby, Aron Beck and many more. William Glasser used effective psychotherapy to help his clients find courage to change their life style and become more responsible of their goals. He did this by pointing out the worth of self and the basic human need to be loved. His ‘reality therapy’ consisted of his clients focusing on personal responsibility to understand their own reality (Lantz, 1996). Arnold Lazarus came up with the seven modes of the client that help assess their functioning. These seven modes are sensation, imagery, cognition, behavior affect, interpersonal living and drugs (Lantz, 1996). These modes, according to Lazarus, would help come up with a treatment plan that would help the client in all areas of their function lives. Don Tosi contributed to Cognitive theory by intergrading hypnosis with the therapy. Hypnosis is used to help the clients picture their thoughts in a healthy way through exploration and redirection (Lantz, 1996). Victor Ramy focused his work on helping clients change their self-concept. His books show how to help a client work with and change the cognitive misunderstanding of themselves. Maxie Maultsby used the ABC model as used by Albert Ellis but he also contributed by using rational behavior therapy with youngsters, for self-help groups, and group therapy. Aron Beck was a psychiatrist who used cognitive treatment to help his clients who had anxiety and personality disorders. He did extensive research on effective Cognitive therapy and how it helps clients with a range of individual problems from suicidal patients to those who have borderline personality disorders. Many of those who contributed to Cognitive therapy were not social workers. The first social worker that used Cognitive therapy was Harold Werner. Werner struggled early on when he tried to bring Cognitive therapy to social work as those who had a psychoanalytical point of view attacked him. His efforts allowed the theory to be accepted in the social work arena. Howard Goldstein also helped bring Cognitive therapy into the social work profession. Behavior theory is a mixture of different theories combined and it first came about in the first quarter of this century. The work of Ivan Pavlov and his classical conditioning theory, the work of B.F. Skinner and J.B. Watson and their operant condition theory and the work of Bandura on the social learning theory is all combined in the behavior theory. The classical conditioning theory states that a conditioned stimulus can cause a conditioned response with the famous example of Pavlov and the salivating dog. This is a behavior that is learned and that can be used to help clients during therapy especially those who have anxiety disorders. The operant conditioning uses human behavior and examines it. Skinner believed that behavior was measurable and that certain situations cause human to react is certain ways. Once these behaviors are learned through the scientific method we can predetermine a clients actions and help them with either negative or positive reinforcements. This will either increase or decrease the client’s behavior depending on if the behavior is punished or positively reinforced. In the late 60’s is when behavior theory became a front-runner with clinical social work. At this time the psychodynamic theories were under attack and a new theories were sought out. Social learning theory focuses on using the ABC model that Albert Ellis used to help clients. This involves finding the antecedents, target behaviors, and consequence in ones problematic behavior. Antecedents is what the client was doing before the situation occurred, target behavior is the behavior that needs to be changed or focused on and the consequence is the result because of their target behavior (Thomlison & Thomlison, 1996). These three are analyzed to figure out what needs to change in the behavior to get an alternate positive consequence or to see how the situation can be avoided. Principles and Concepts: There are four basic concepts to Cognitive theory. The first uses Albert Ellis’s ABC model to deal with the emotions we feel and the way we think about our situations and ourselves. The ABC model helps us identify our thoughts and then helps us control our emotions (Lantz, 1996). If what we are thinking during a situation is irrational then our emotions are going to be uncontrollable and irrational also. If we have rational thoughts then our emotions will be functional. If our trigger behavior causes irrational emotions then we need to find rational emotions to replace the irrational belief (Wilde, 1996, p. 33). The second basic concept to Cognitive theory is that these irrational beliefs are in our unconscious and we are not aware of them. This may make it difficult to find out what the thoughts are and why we have dysfunctional emotions. To help our clients notice their irrational beliefs we have to allow them to learn misconceptions about themselves so they are more aware of their thoughts. Irrational believes lead to illogical emotions, which causes the client to react in an unreasonable way, but there are exactions to these types of situation, which is basic concept three (Lantz, 1996). Sometimes the way we feel has nothing to do with our irrational beliefs. What we are feeling is really true or there could be a neurological or other health problem, which can make an individual feel down or angry or upset. A disparity in the brain chemistry can cause dysfunctional emotions. Lastly all irrational emotions are not always dysfunctional which means a rational belief can be dysfunctional also. A client might get sort of ‘high’ or excited from something dangerous such as a gun. Playing with a gun might give a client a feeling of excitement and happiness but it is not safe to play with guns. Feeling happy or excited is not considered a dysfunctional emotion but in this case we would have to teach the client about the misconception in their mind that playing with guns is safe or fun. Cognitive theory allows a person to recognize their environment and their situation both physically and communally and it allows them to work through and change it (Lantz, 1996). A basic concept to Behavior theory is that all behavior is learned and that individual have problematic behaviors. According to Skinner our social problems can be measured through our behavior. By changing the environment and reinforcing the client with either positive reinforcement or negative reinforcement we can get them to change their behavior. The stimuli from the reinforcement will allow the client to either change or remove the behavior (Thomlison & Thomlison, 1996). Social learning theory, which involves the ABC model, shows us how behavior can change for the better. Similarities and Differences: The biggest similarity between Cognitive theory and Behavior theory is the intertwining of the Social Learning Theory. They both use the ABC model and look at the antecedents, behaviors, and consequences of each situation. With Cognitive theory, the trigger behavior comes with an irrational belief that needs to be changed. Clients often times have irrational beliefs during their behavior. After the consequence takes place the ABC model will help us show them their irrational beliefs and teach them that with a rational belief a different consequence could have taken place. With Behavior theory a similar pattern is used. The problem is identified and the target behavior is observed by the social worker other wise known as ‘behavior analysis’ (Thomlison & Thomlison, 1996). The social worker then works with the clients on changing both the antecedents and the consequences to attain a different behavior. Changing the antecedent is known as manipulating the environment condition (Streff, Geller, 1986). The antecedent is changed to increase a positive behavior in the situation. The consequence is used as reinforcement either positive or negative. The reinforcement allows for a change in behavior. The difference between the two theories is that one focuses on the beliefs and emotions that one has about themselves and the behavior that comes from these beliefs and the other focuses on problematic behavior and the reinforcements that change this type of behavior. Behavior therapy uses both positive and negative reinforcements and Cognitive therapy focuses on eliminating the negative behavior or emotion and replacing it with positive rational behavior. A belief scale that serves as a measure from one to ten, is used to see how irrational the clients beliefs really are (Watson, Morris, Miller, 2001). With Behavior therapy reinforcements are used to encourage clients but with Cognitive therapy rational beliefs are used to encourage clients. The clients are questioned on their beliefs and often times humor is used to show the clients how irrational their beliefs can be (Wilde, 1996, p. 61). A limitation of behavior therapy is that reinforcement don’t always work for everyone. A stimulus for reinforcing someone depends on that person’s perception of the stimulus (Wilde, 1996, p. 18). If an individual is having behavior problems and the negative reinforcement is to stay after school, the individual might not think of it as negative reinforcement if they don’t like going home. Their situation at home might be worse then staying after school for detention. Another issue is that behavior theory only deals with the exterior of the problem and does not investigate the deep down root of the problem. Because behavior therapy doesn’t focus on the internal process of the client, the reinforcements are only successful if they bring change in the client’s life for the better. Although Cognitive theory may look at the root of the problem by focusing on automatic thoughts and core beliefs, it also has limitations. It is argued that Cognitive theory only looks at the problem for that one situation that occurs. One incident takes place where the client has inappropriate behavior with irrational beliefs (Atherton, 2007). Other aspects of the client’s life may or may not come up while discovering their irrational beliefs. Another issue is that with Cognitive theory, treatment is not emphasized with family members, the environment, and other interventions (Lantz, 1996). Both theories are culturally sensitive and work with all different backgrounds. Because different races and cultures have different social misconceptions, irrational beliefs may vary from culture to culture; but all cultures have irrational beliefs (Lantz, 1996). What is considered positive or negative reinforcements in one culture may not be considered so in another culture. These types of things vary but both types of therapy work with all different sorts of people. Both theories are compatible with the NASW code of ethics. Cognitive therapy and Behavior therapy both value the client and humanity. Cognitive therapists emphasize the use for rational thinking, which is not only for the client but also for society. The worth of the client is maintained and it is important to make sure that the client doesn’t feel threatened or ashamed by these techniques and it is up to the social worker to maintain these techniques. Blending The Two Theories: Research shows that when blending Cognitive therapy with Behavior therapy there are no proven results that the outcome is better for the client right away. The research does show however that there are more long term results when combining the two theories as apposed to just using one therapy or the other (Thomlison & Thomlison, 1996). Behavior theorists such as Skinner argue that when combining Cognitive theory to Behavior theory, the focus on behavior gets diverted and so the therapy is not as effective. Research is not conclusive on this matter but it shows that efficacy to the therapy depends on the problem that the client is having. As time goes on most social workers use Cognitive Behavior Therapy and not just one or the other. By blending the two theories we can focus on the client’s behavior, reinforce their positive behaviors and allow them to recognize their ideas and beliefs about their behavior to allow them to make rational choices and have rational emotions.

Marketing Assignment (see attachment for details) Essay

Marketing Assignment (see attachment for details) - Essay Example In order to achieve this marketers have to understand consumer preferences, what competitors are offering and how existing competitors compare with each other. Bread and breakfast market: The UK food and drink market has been growing steadily between 1997 and 2005 peaking in 2000-2001, but generally maintaining a growth rate of between 3.3% and 5.5%. The market size in 2005 according to the January 2006 Mintel report was â‚ ¤ 110,000 million with a growth rate of 3.3%. The market consists of a vast array of items such as bread, cereals, meats, poultry, eggs, milk, beverages, vegetable etc., which makes it unwieldy to be considered in a single marketing report. Therefore this report focuses on a segment of the food and drink market, the bread and breakfast market. The background information for this report is drawn from the Bread & Bakery Products. Market Report. 2001, offered as a free sample report by Key Note Ltd., although the character of the market in 2005 as gleaned from the latest available reports is summarised below. The year 2005 was good for the market with retail sales reaching â‚ ¤ 3.5 billion and grew at 2.5% over the previous year. Key Note reported that the market size was â‚ ¤ 2.8 billion in 2000. Thus the industry maintained an average growth rate of 5%. The industry as a whole was able to capitalise on consumer preferences such as fitness fads that made them avoid more starchy and fatty foods. In the UK, twelve million loaves of bread are consumed every day and 99% of households eat bread for breakfast and lunch in the form of sandwiches. France imports sliced wrapped bread from the UK. A subset of this market, the speciality breads - consisting of such as baguettes, focaccia, ciabatta, naan, pitta, rye breads, corn breads, organic breads and flavoured breads - is fast growing. Ethnic products such as pitta and naan account for 40% of the speciality bread market while

Indigenous People of Australia. Does Australia Need a Treaty Essay

Indigenous People of Australia. Does Australia Need a Treaty - Essay Example Furthermore, the paper also describes Victorian Charter and what it means for the indigenous people. Australia lacks a formal treaty with its indigenous and non-indigenous people which have been a goal for all councils that are planning to give human rights to these people. However, little or no concerns have been shown by the governing bodies of how the treaty should be accommodated with the constitution of Australia to protect the rights of indigenous and non-indigenous people (Broome, 2010). Aborigines, Torres Strait Islanders and other indigenous groups in Australia are the original dwellers of the Australian continent that has been living since 50,000 years. Great diversity is found between different communities in Australia which have different culture altogether. They have different languages and customs and are further divided into local communities that have more diversity in its form. But when the European settlement took place, they did not consider the rights of people th at were originally the inhabitants of the country (Bartlett, 2002). Many people suggest that it would be unwise to form a treaty between aboriginal people because of their demands that would unlikely to be fulfilled. The indigenous people of Australia launched a book entitled ‘Treaty: Let’s get it right’ which was targeted at white people living in Australia and were trying to persuade them they need more than a treaty and reconciliation. The Aborigines have claimed to form a State which is ruled by their community setting up as a ‘Black State’ (Windschuttle, 2001). The book represented that they wanted to negotiate for the self government which seemed impossible for government to fulfil their demands. In Aboriginal politics, the people have always claimed for a separate nation but the main focus of their demand is the sovereignty of indigenous people. Many scholars do not agree with Aboriginal ideology because the whites have now outnumbered the ind igenous people communities and now they have the right to rule in the country. The demands have forced many legal problems in the country (Hinton et al., 2008). Australia has never had a formal agreement on the treaty of indigenous people because Aboriginal have always been portrayed in the light of having no civilized pattern of living or government. The history has shown one sided relationship without covering the story of Aboriginals. They were termed as native savages by misleading people and make bad impressions in the mind of white people which developed hatred amongst them without realizing the truth. Indigenous people were completely overlooked by Australian justice and they did not consider them as relevant parties to compete with their rights. A treaty would eventually recognize and protect their rights that would lead to prosperous Australia (Langton, 2006). A treaty would be a final settlement between indigenous and non-indigenous people of Australia which would make thi ngs calm and would not give rise to civil war. The treaty is the best way for Aboriginal people to advance their cause for their freedom but before that a preliminary policy is needed that could give basic rights to indigenous people. The treaty is the central vision of Aboriginal people and it is an opportunity for them to brighten their future. These people would very far to achieve their vision which they have written many years before. It would

Statutory Interpretation - The Process of a Bill to an Act of Essay

Statutory Interpretation - The Process of a Bill to an Act of Parliament - Essay Example The defendant was, on May 11, 1963, actually within the boundaries of the station, and when within the boundaries of the station, obstructed a member of Her Majesty’s Royal Air Force who was engaged, at the material time, on security duty at and in relation to the station. It was contended by the defendant that because the charge referred to obstruction at Marham in the vicinity of a prohibited place, namely, Marham Royal Air Force station, and the evidence for the prosecution dealt with obstruction which took place when he was actually in the prohibited place, there was no evidence to support the charge. It was contended by the prosecutor that the defendant, being actually within the boundaries of the station at the material time, was in the vicinity of a prohibited place within the meaning of the Act. ... They gave the defendant three months in which to pay the fine and in default of payment sentenced him to two months’ imprisonment†. BBC News, 1998. Reform of assault law, [online] Available at: [Accessed on 22 October 2011]: â€Å"Deliberately infecting someone with a disease is not a specific offence at the moment, although it may be possible to charge an offender under section 18 of the Offences Against the Person Act, 1861. This section says that anyone who causes grievous bodily harm with intent to do so is guilty of an offence punishable with life imprisonment. Nearly 10 years ago, the government's law reform advisers put forward proposals for updating the 1861 Act. The government is now planning to go ahead with most of those reforms†. Caledonian Railway Co. v. North British Railway Co. (1881), 6 App.Cas. 114. – See in: http://www.archive.org/stream/cu31924017175864/cu31924017175864_djvu.txt . Citation on page 114, in Cownie, Bradney, and Burton 2007) . Paragraph 3 (from above). Cownie, F., Bradney, A., and Burton, M., 2007. English legal system in context. 4th ed. Oxford: Oxford University Press. - http://books.google.com/books?id=gs-HvA2DO60C&pg=PA335&dq=Cownie,+F.,+Bradney,+A.,+and+Burton,+M.,+2007.+English+legal+system+in+context.+4th+ed.&hl=ru&ei=ake8TtTJLbDS4QTp56iSBA&sa=X&oi=book_result&ct=result&resnum=3&ved=0CDUQ6AEwAg#v=onepage&q&f=false . Here the discussion on p.117 of the book is summarized, without any direct appropriation. Gifford, D.J., and Salter, J.R., 1996. How to understand an act of Parliament. London: Cavendish Publishing. -

Personal and Managerial Effectiveness Assignment

Personal and Managerial Effectiveness - Assignment Example Without which, an organization may not sustain or prosper effectively in this age of competitiveness among other rival players. This is because; interaction or communication with diverse individual or employees within an organization is the mother of creativity or innovation. It might prove effective for the organization in enhancing its profit margin and reputation in the market among other rival players. As a result, the image and uniqueness of the organization might also get enhanced thereby amplifying its level of sustainability in long run. Therefore, it might be depicted that interaction with the workforces of diverse culture, creed and beliefs is extremely essential to present innovative products and services to satisfy changing needs. This report mainly highlights the importance and definition of diversity along with its negative effects within a work place. Other than this, it also describes the essentialities of a diverse workforce within an organization as well as resoluti on of the issues of the diversity in an effective way so as to make it an opportunity for further improvements. Discussion What is diversity? Diversity is recognised as the procedure of acknowledging, accepting, evaluating, and analysing the differences of the viewpoints of the individual of varied age-groups, creed, ethnicity, gender, mental capability, race, spiritual practice and many other specifications. Other than this, it is also described as the process to understand and respect the ideas and suggestions of each and every individual within an organization thereby amplifying its uniqueness among all. Therefore, diverse workforces might prove effective in enhancing the productivity and profitability of the organization in long run among other rival players. So, keeping the concept of unity in mind, the challenges of diversity is fading slowly and gradually from the corporate organizations in the entire globe. Essentialities to manage diverse workforces In today’s era, d iversity is the root-cause of success of maximum extent of the organization operating in different segments. However, it might be possible only if it may be managed effectively and continuously. Only then, varied types of talents and capabilities of the employees working within an organization might be explored resulting in amplification of the productivity and efficiency in the market among others. Along with this, it might also prove effective in presenting varied types of inventive products so as to cope up with the challenges of the changing situation. As a result, it might also help the organization to improve its distinctiveness and reputation in the entire market among other rival players. Therefore, it might be depicted that diverse workforce or multicultural workforce helps in enhancing the performance and image of the individual as well as the organization in the society or market among others. Challenges Faced By 21st Century Organizations due to Diverse Workforces In ord er to retain the level of sustainability and competitiveness in the market for long run, the management of most of the organizations are devoting their maximum time and concentration to sort out diversity issues such as discrimination, negative attitudes, behaviours, conflicts, complaints, equal opportunities for females, organizational restructuring and many others. The prime cause behind it is to enhance their level of

Nursing Assignment Example | Topics and Well Written Essays - 250 words - 8

Nursing - Assignment Example Emphasis is given on the need for the involvement of the government for the improvement of quality of healthcare services provided across Nigeria. The introduction of an effective healthcare system could help, according to Riman & Akpan (2012), to achieve the above target. The issue explored in the study of Riman & Akpan (2012) can be characterized as quite important. In fact, the lack of adequate funds has been, traditionally, a reason for failures in the delivery of healthcare services worldwide. The study of Riman & Akpan (2012) can be also used for identifying potential methods for keeping the quality of healthcare services in areas where the access to financing is problematic. The study of Riman & Akpan is well structured, at the level that subtitles have been used for making the content more coherent. At the same time, literature has been combined with empirical research in order to offer more accurate explanations in regard to its subject. It should be also noted that all aspects of the issue under examination are presented in detail helping the reader to understand the current status of healthcare financing in Nigeria and its effects on the quality of the country’s healthcare services. The resources used in the study have been carefully chosen, incorporating literature related to the study’s subject. As for the empirical research, this is based on a survey conducted among a particular category of the population, i.e. ‘women in child bearing age who already have a child’ (Riman & Akpan 2012, p.296). This means that the results of the survey can be used for understanding the performance of the country’s healthcare system in regard to a specific group of people. In the context of the research methods described above, the author’s conclusions can be characterized as legitimate, showing the relationship between healthcare financing and the quality of healthcare

Mail order brides Essay Example | Topics and Well Written Essays - 1250 words

Mail order brides - Essay Example Rapid technological development can give a lot of numerous possibilities to look for a partner, and one of these ways is mail order bride business. Great amount of women around the world try to find their love in the Internet, and many of them even don’t think of possible risks and problems they can meet. Many women believe that potential rich and respectable grooms from abroad will automatically provide their well-being and happiness, but these people overlook numerous facts of exploitation of women through mail order brides business. Furthermore, it is often very difficult for women to defend their rights and resolve their problems resulted from their trustfulness and aspiration for happiness. This paper will discuss the main features of mail order brides business, explain and evaluate the basic factors of mail order brides business relation to the exploitation of women. The thesis of the paper is that these factors are: geographical location, income level, education and rac e. 2. There are some significant features of mail order brides business which determine its unique character. One of the main features of this business is its popularity in the Internet as a good way to earn money, give and get appropriate information. In spite of severe competition at mail order brides market there is great amount of Internet services which offer and provide this business: "The international 'mail-order bride' industry has been proliferating in recent years, using the internet as a high-powered engine to reach an unprecedented number of clients. A Google search for 'mail-order brides' results in 590,000 websites, including 'The Mail-Order Bride Warehouse' (SIECUS International)". So, the business has gained mass character and is constantly developing and growing. Another feature of mail order bride business: people who use this service have many ways to hide their real image, attitude and some individual personal features which could play appropriate role for those who would be interested in contact. People try to display themselves as ideal lovers, true partners and friends who earn much money and are ready to give their potential partners love and happiness. It is rather difficult to check reliability of such individual and specific information - so, only personal meeting can help open real truth. Global scale of such activity leads to numerous facts of abusing and human rights violation, such as women and children trafficking and sex exploitation of women: "the stories of women who come to the U.S. as mail-order brides only to suffer exploitation, abuse, or murder are coming to light. As a result, the industry is facing increased scrutiny from people concerned about the implications mail-order marriages (SIECUS International)". 5. There are some important factors of mail order brides business which lead to the exploitation of women. It is possible to outline some key regions women of which are involved in mail order bride business. These regions are: third world countries (Asia, Latin America), Russia and Eastern Europe. As a rule, women from poor countries show their interest for rich European and American grooms in the Internet; and men from rich European countries, USA and Canada use this tendency: "Potential 'mail-order brides' are typically young women from countries experiencing economic distress and widespread subordination of women. Most of these women are under intense pressure to marry (SIECUS International)". So, one of this business factors is region. Women from these countries are usually obedient, pliable and

Beer Industry Case Study Essay Example for Free

Beer Industry Case Study Essay Beer industry is one of the oldest industries particular in EU as it is one of the biggest beer consumption markets. This industry has seen fluctuation of the demand and consumption of the beer over the last quarter of 20th century due to many factors. This analysis will look in to those factors by taking into account the case given and will analyze the general reasons, growth and effects of the industry keeping in mind the macro-environment and its main component such as political, legal, environmental, economical, technological, social- cultural, and international aspects. Furthermore industry analysis will be discussed in details by analyzing the critical factors such as the threats of new entrants, suppliers and buyers power on the industry, product substitutions, and alliance and merging of the companies. The details of micro-environment and industry analysis will be available in the appendices. In addition, current strategy, links between the micro-environment and industry analysis, will be discussed along with brief recommendations. The fore European brewing company will be analyzed in terms of strength and weakness. Current strategy The beer industry has been in the existence for as long as the barley have been harvested and used for the making of the beer. The drink is mixed with alcohol in order to give it tantalizing taste with addictive quality. The beer is used as an everyday drink by many around the world and it by creating a taste and demand in the market. It probably will not be controversial, if argued that it is in the top 5 most drinkable beverage in the world. The demand of the beer has increased significantly in the last half of the century and some cultural such as German has included it, as part of their culture and celebrates beer drinking festivals annually. The industry has been facing some threats in the market due to increased number of brewery companies, who over supplies cheap beer in the market, which could possibly kill the industry. Some other new and non-traditional threats such as increased health risks, potential abuse of the beer, new legal challenges, globalization and environmental has put a question mark on the future of the industry. These threats are real and the industry needs to address them effectively and efficiently in order to survive in the future. Some of the threats are addressed by adopting new strategies, such as being environmentally friendly production line, innovation, GM foods, and many more in order to be in the market and create consumer for the future. Summary of macro environment analysis Economic One of the biggest current threats almost on every business is the current financial crisis and the beer industry is not immune to it at all. The global crises have forced many workers out of their jobs, increased unemployment, which means less finance to purchase basics for a everyday life. Many had to cut unnecessary activities such as going to the local pub for a drink after work on regular basis or purchasing beer off the self from super markets. The uncertain financial times have dropped the consumer confidence and most of the people are afraid of spending any money on unnecessary activates. There is very strong evidence that consumers are saving money during these crunch times. Europe has been one of the hardest hit by the financial crisis, and some of the countries such as Island were almost to the brink of the bankruptcy. This uncertainty will have huge impact on the industry in short term and will affect the profitability. The usual willing buyers might cut down to consumption of the beer significantly or even chose to switch to a cheaper brand in the market, in order to fulfill their alcohol appetite. In terms of macro-environment, it simply means the buyers becomes price sensitive. The fuel price and beer have direct relationship, since the early stages of this crisis, the fuel prices had dropped significantly which means less overheads cost for the company in terms of logistics and supplies, however this drop in fuel prices may drop the beer price but it will not be enough to create a demand and increase sales for the beer in the market due to the financial crisis. Financial crisis would mean the availability of credit will be almost none existence for the company to borrow and carry their daily operations across the borders. Not only the credit will be a major issue, but the unavailability of the funds means, less money to compete in the market and high chances of being takeover, merged, and acquisitions with other major companies. Irrespective of the size of the company, the threats will remain hanging around their heads for as long as the markets picks up. The different taxation law around the European countries remains another challenge for the industry as despite being as a collective states and regulating a common taxation law around the Europe. The gradually increasing labor cost remains as a constant threat for the industry, regardless of the any other factor, it will be a long term threat to be dealt with on a regular basis. Political/Legal The expansions of EU will certainly be positive point towards the industry as it will increase the business boundaries and will create an open market. It also mean, increased customers to be targeted for the beer industry and at the same time it will increase competition among the existing breweries and the invader breweries. The competition will bring down the price for the customer and decrease the profitability for the business. The over consumption of alcohol due to many reason has forced the politician and law makers to make much more stricter legislation and rules with the use of alcohol in particular with drink driving. Forcing a very limited pubs and bars opening hours will reduce the consumption of the beer by a large margin. It is defiantly a negative effect on the business and high chance of getting harder in the near future. The well known negative effects of alcohol on the public health means that it would cost more to the government’s health sector annual budgets. The government will try to decrees the consumption of alcohol as much as possible as alcohol related health cost are rising on the government. It is a negative effect on the industry as customers are discouraged to drink alcohol as it carries health risks. Other factors may also include to limitation on the issued licenses for the breweries to make beer, which means less breweries. Over all the political side of the macro-environment remains negative for the industry in short and long terms as anti-alcohol sentiments are echoed in the legal and political section of the EU. Technological The advancement of the technology has affected the way businesses are operated and products are produced. The use of robot in the brewery for the propose of production line, assembly line and in particular packaging of the product has been used significantly and reduced the reliability of the labour and their costs and overheads. The on time tracking of the barley to the brewery and finished product to the stores are made much easy as GPS are used to track the movement of the product and on time deliveries are made possible. On the other hand it may in occur as a one-off purchase cost to the company, but the long term use and benefits outweigh the costs. The advancement in technology will be able to make mini home brewery, so the customers could have their own personal brewery at home. It will be a negative effect on the industry, as customer will make their own beer at home, however the home brewery will not be able to compete with the taste produced by the master brewer for the major brands. Environmental The climate change will affect the industry as unpredicted weather patterns are expected, which will affect the crops produced for the brewery. In this case the imports of barley from other countries cannot be ruled out, but the importation will carry transportation costs with it and it will certainly be passed on the customers at end of the supply chain. The climate change has affected Europe in many ways, as some parts are getting too cold for the barley to be grown and some parts are totally opposite to it. Climate change has affected the supply of water for the farmers, as less water simply means less crop for the industry. The industry does not have any alternative to use for the beer making as barley remains the one and only key ingredients. Water is not only required for the crops to grow but also for the making of the beer in the brewery, a good quality water will be hard to find in the future. The Genetically Modified (GM) crops could possibly be an option, which requires less water to grow and gives a batter taste to the beer. However the GM is still in the experimental stages and there are question in terms of reliability and health benefits with the GM. Social-cultural The social and cultural effects on the beer industry will be mix as demographically arguing that European populations are getting old but at the same time they are replaced by ever binge drinking younger population, however the replacement are not sufficient enough. The female buying power have increased as more and more European female are working and socializing outside and have the money to spend. The new fruity flavored beer are specifically designed for the female and it has been very successful to capture the feminine side of the industry. It is positive sign for the future of the industry. The increased EU population has been effected by a very reasonable number of Islamic community, who does not consumer beer due to religious reasons. It will carry negative effect on the industry unless non-alcoholic beers are produced to target this section of the industry. The excessive consumption of beer has not been approved by the society as a whole due to the valid reasons such as increased obesity, alcohol related violence and health related issues and underage drinking. It will be a negative effect on the industry and will be carried away in the future. International The international side of the beer market seems to be very interesting in regards to the political shifts of power from West to Asian region. In the near future the growing Asian market will play heavily on the industry as more and more beers are brewed and consumed in Asian region. European companies will have to make strategic moves towards the Asian market and possibly will be required to make alliances in order to survive. The shift will not affect the European market and it possible means decrees in the beer cost as beer produced in Asian will come to the European market for the customers. Globalization has promoted the free trade, which has opened new market and dropped the tariffs but it may result as negative to the European breweries as the cheap Asian beer will pour in the market. The cross border business might have some barriers as the taxation and tariff law differs from one state to another. Summary of industry environment Threats of new entrants The threats of a new entrants remains reasonably low as it is subjected to the scale of operation for the new entrants. Business within the local or regional area will require very little set up capital, however on an a broad scale of import and export across to the EU will require much bigger capital, logistics and distribution channels. The new entrants will face the brand loyalty and product differentiation as the existing customers already have mature tastes for their brands available in the market. Certainly the threats remain high for the current players, however the survival in this tight industry might be very hard as existing brands have very strong marketing knowledge and established customers. Bargaining power of supplies In this industry the barley suppliers does not have much of bargaining power as the alternative use of the crops are very limited and the suppliers does not have much of a choice. The number of suppliers out weights the buyers and there are huge number of buyers but the major beer companies purchase barley in huge volumes and has the upper hand. The bargaining power may increase in case of a natural disaster, which could destroy the crop of an entire regain and decreases the quantity demanded for the beer market, but the chances of it happening is very less. The suppliers might have an alternative option of forward integration as to enter in the brewery industry, however the life within the industry may be short lived due to monopolistic nature of the industry by the brewers. The demand for a skilled master brewer remains very high and the skill supplier has the upper hand in this case. Bargaining power of buyers According to the analysis in the appendix 2, the buyer seems to be in a much stronger position then the suppliers. Due to the very nature of the critical product barley, which can not be stored and needs to be sold to the buyers as soon as its harvested. The buyers uses the volume perches power to negotiate with the suppliers and gets a better price. The number of suppliers are increasing within the European market and in some case the raw product could possibly be imported from Asian and South American destination with much cheaper price. Over all the buyers have the power to control the industry and manipulate in many ways. Substitutes The substitutes available in the market are one of the real threat to this industry as the negative effects of the alcohol are coming forward, which are backed by strong scientific evidence. The number of substitutes such as Water, milk, soft drinks, wine, tea, coffee, energy drinks, and traditional cultural drinks are and most of them almost posses no health threats of any kind. In fact the substitutes are well accepted socially, legally, economically and does not have any age restriction of any kind when consumed. Industry rivalry The issue of rivalry depends on the sector of market controlled by the companies. In general Europe has a very high number of companies operating within the EU. Europe has one of the highest consumption of beer then US and Asian market, so competitors has very good reasons to be in EU market. Some of the companies are merging in order to create an oligopoly or even a pure-monopolistic markets to drive out others from the industry. Generally the rivalry remains very high at all times, with the other companies in the industries. Interconnections between two analyses The beer industry is one of the oldest industry and growing over times. It has seen some fluctuations over the last half of the 20th century, but it has not deterred it any way. The macro-environment’s components faces constant changes as factors such as environmental, economical, political, and technological are interrelated to one and other. These factors are beyond the control of the industry and the industry does not have any other choice to adapt the micro-environmental changes in order to survive. The effects of the micro-environment carries on the industry and many ways such as environmental changes will increase or decrease the power of suppliers and buyers. The ever changing weather pattern does not guarantee crops for the next year and breweries remains uncertain at all time. The globalization remains another unavoidable factor affecting the macro-environment and the industry as whole. Recommendations what will it take in 2015 to be an industry leader and who may that be? Recommendation and 2015 directions * The future of the industry remains clear as long as the industry remains flexible to change. * The environmentally friendly approaches needs to be taken on for the production and packaging. * Globalization is a fact and EU beer industry needs to make changes, accept players coming from USA and Asian markets. The same could be expected to USA and Asian markets. * In order to gain maximum market shares, merger with other companies should be encouraged as it will decrease the operational cost, exchange of expertise in particular master brewer. It will make them a strong player in the industry. * More investment are required in area of new flavor. * GM barley needs to experimented as it could possibly provide benefits both ways. * Non-alcoholic beer should be produced to target the growing Islamic community in EU and in the Middle East. * Geographic expansion needs to be considered out of EU. * In order to reduce the harsher law against the use of excessive alcohol, industry needs to educate their customer and advice them of moderate drinking habits. * With the assistance of the transportation department, Community based programs should be designed to educate the new drivers, of the dangers of the drink driving. The strength and weakness of the fore brewing companies As appendix 3 provides detail list of the weakness and strength of the fore brewing industry as 1. Heiniken ( The Netherlands) Strengths One of the biggest brewery in Europe as with the sales of more than 8bn pound in 2006, it’s a global company expending in to Asian markets and US by 5% and 17 percents. Weakness The weakness of the Heiniken would be as it has given more attention to the EU and ignored the ever growing Asian market. It may be enjoying the current EU market but the future holds with the Asian and Sub-continents. The future will be bright if the company considers moves in to other markets and makes alliances with intended region. 2. Grolsch (The Netherland) Strengths It is one of the oldest brewery with experience of all time. It has moved out of its European bases in to the US market and has successfully make alliance. It is one of the most innovative brewery and has a specialized experimental brewery. More then 50% of the products are exported out of Europe. Weaknesses The only weakness of the Grolsh would that it uses only one brewery to produce all it productions. The distance between the only brewery and some of the markets are enormous, which occurs in to huge logistics and transportation cost. The future looks very good as it does not rely on one market and the some of the new experimental beer could become market leading brands. 3. InBev (Belgium/Brazil) Strengths The largest brewery in the world as it is merger of the two companies. It is the largest market power to manipulate the price. It has gained big sector in to the Asian markets and are very innovative and environmentally conscious. Weakness Their does not seems to any weakness except the ignoring of the US market. The future seems to be very bright as it has the capacity and resources to grow and lead the market. 4. Scottish and Newcastle (UK) Strengths It is the 4th largest in Europe and 4 major established brand in the Europe. It looks in to the future and has tried to shares into the other bewaring companies. Weakness The company is not a big one and has tried to stretch it self into other breweries. The over reliance on the 4 brands has stopped them of innovation with new brands of beer. The future in European market seems to be well underway successfully but the entrance in the Asian market might be very risky as some of the major companies are well established in that market. APPENDICES Appendix 1 Macro-environment analysis Factor | Issues | Effects on Industry | Rulings | Economic | * The economic downturn * Increased unemployment * Uncertain financial times * Job insecurity of the customers * Global recession * Expansion of Euro * Tariffs and taxes * The increasing oil price * Labour cost | Controversial, as it may or may not increase the demand for beer. Could mean less money to spend on of going out for drinks at pubs and bars. People tend to save money as times are uncertainIt could possibly bring a very positive effect on the brewery business as the expansion will increased market boundaries with more customers to target. The expansion might be good on one hand, but on the other it will increase the Tariffs on the product as it has to go through many state borders. The taxation law varies from on EU country to the others, it will affect the profitability in short and long terms. The inevitable increasing oil price will need to be passed on the customer eventually. The labour market will demand an increase in their pay in the future, which will have to be included in the beer price. | +/-__++/-+/-__Final rulingsNeutral | Political/Legal| * Expansion of EU * Greater concern from politicians about effects of alcohol * Stronger legislation around drink-driving * Legislation on the pollutions * Marketing campaigns around effects of binge-drinking * Competition policy Licensing controls| It will increase the customer approaches as the boundaries will be diminished, creating open borders will encourage competition among the business within EU. The negative affects of alcohol will make the politician to take drastic action as to limit the use alcohol to reduce certain effects of it. The well known effects of alcohol, will put pressure on the customers to decrease the amount of consumption at pubs. Tighter legislation on the pollutions will put pressure to be environmentally clean industry. Health sector and public outcry will force the government to make stricter law for the use of beer. It may not be as an issue as the EU is very flexible with the licensing. | +____+Final rulingNegative | Technological| * Efficient production systems * GPS for tracking transportation Logistics and supply chain management * Product enhancements Bottling and packaging alternatives * Mini home Brewing | With use of robot in the production and assembly line will become efficient and effective also decreases the overheads Will monitor and make sure the product gets on time with the efficient routs to the customs and suppliers. It may incur some cost to the industry. The packaging and bottling cost will decrees with the use of alternative packaging such as plastics and papers. The compact mini home brewery will have minimal effect on the market as some of the customer will produce their own beer at home. | +++ +Final Ruling Positive | Environmental | * Climate change Variable * Seasonality of weather * Natural disasters * GM products * Pollution * Water scarcity * Energy costs| The increased outcry will affect the industry as the climate change will affect the production of crop by the farmers. The unpredictable weather with variation in rain pattern will put doubts the crops. The changing climate has made the nature unpredictable as Europe is getting colder every year and barley cannot be grown in a cold environment. The GM product will be beneficial to the industry as it will assist to produce the specific kind of crop, resistant to the pesticide and herbicides with maximum yield. As a result of the production, the industry will produce different kinds of wastes or pollutions. Beer brewing requires good quality water and it good quality water will be scares in the future. The energy cost will increase most of the source of energies are extracted from scares natural resources. | ___+_ _ _Final RulingNegative | Socio-Culture| * Ageing population * Feminine buying power * Increased multiculturalism * Peer pressure * Stress-relieving * Binge drinking * concerns about obesity * Alcohol related health issues * Under-age drinking| The EU population is getting old, it will not make much of difference on the industry as the younger binge drinker will replace them. Female are coming in the market with money to spend and adopting the beer tastes. EU’s population has increased significantly by multicultural, Islamic community, who does not drink beer. With the youth, the peer pressure makes them to act alike and promotes binge drinking culture. The current economic down turn has resulted into job losses, which has resulted into high level of stress. excessive beer is used as stress-relieving. Obesity is not accepted socially and considered to be unhealthy. Beer may be blamed to be one of the causes and it would affect the industry in future. The modern research has found strong reasons on the side effects of the alcohol and continued to do so. It will affect the business in long term. One of the unacceptable issues will be the underage drinking; however it may not be an issue when supervised. | ++ _++__+/-Final ruling Positive | International| * Shift in geo-political power to Asia * Increased awareness and global consumption of alcohol * Alternative religious aspects on alcohol * Falling tariffs * Global alliances * Globalization| Increased political power means increased income, which means more demand for the beer in the Asian market. New findings and Research increase the global awareness, most of them awareness appears to be advising to decrease the consumption of the beer. The increasing religious influences globally means less beer consumption as most of the religions discourages the use of alcohols such as Islamic religion with more than followers. The globalization has promoted the free trade among the states, which results in falling tariffs. The global alliances of the companies will help to increase their power in the market and act like a monopolistic. The globalization opens new markets and drops the tariffs, but it may result badly for the EU as the cheap Asian beer might pour in the market. | +__+++Final ruling Positive | Appendix 2 Details of Industry Analysis Factor| Issue Analysis| Rating of the Threat| Threat of New Entrants | Market Type:Monopolistic, with many number of brewer, Entry conditions: Relatively easy, with limited resource required on small level production. Product Differentiation: It is one of the key factors in this industry, the new comer will be required to create different and an acceptable taste for the customers, who already has matured tastes and brand loyalty with available brands in the market. Switching Cost: The switching cost for the buyers is very low as the product price is very low and trying another brand does not cost as much. Brand Loyalty: Most of the customer have a very strong brand loyalty and it will be very had to break that cycle in the market. EU well known brand such as Heineken, Inbev, Baltika, and Coopers. Logistics requirements:The new comer will have to establish a chain of logistics and supply from suppliers and to the brewery to the customers. Capital requirement:a very low capital is needed to enter in the market at a local level, however as on the international level the capital requirements will be medium to high. Globalization:Due to the globalization and open market, non EU players with cheap labor cost could enter in the EU and penetrate the market with cheap brands. Islamic countries:The market will not be allowed to enter in some of the Islamic countries as the consumption of alcohol is prohibited. | LowHigh LowHighLowMedium Medium Medium Low | Bargaining Power of Supplier| Master Brewer: The human capital of master brewer has the power of switching the company and move to another one of even changing jobs. Barley suppliers: The barley suppliers does not have much of choice to sell the crop to the brewery as the alternative use of the barley are very limited. Presents of substitute input:There is no other substitute for barley to be used in the making of the beer, so the supplier could have power in this regards. Due to a very high number of suppliers in the market, this power eliminates itself. Threats of forward integration:The supplier could possibly enter in the market as the entrances are too easy. In this case the suppliers will have huge impact on the industry. Switching cost of supplier: The numbers of suppliers are enormous as the buyers could easily switch suppliers in the market. It gives less power to the suppliers. | High Medium Medium Low Low | Bargaining Power of Buyers| Presents of substitute: A buyer does have power in the market as the product will needs to be purchased within a short time as use of barley in other products are very limited and it cannot be stored for a long time. Impotents of volume to buyers:The high volume of purchase decreases the power of supplier and increases the power of buyers. Buyers concentration: There are less buyers compared to the number of suppliers in the market for the use of barley, which means more power for the buyers to bargain with the suppliers. | High Low Low | Power of Substitutes | Strong substitutes : There are a very large number of substitute available in the market for the end user, such as Water, milk, soft drinks, wine, tea, coffee, energy drinks, and traditional cultural drinks. Most of the entire alternative has less or no side effects at all in the human body, which makes them all time favorite and increased in their demand for the future. | High | Appendix 3 Four Brewing Companies in EU Company| Strength| Weakness| Future outlook| Heiniken( The Netherlands)| * Biggest brewery in EU * 2006 sales 8bn pound * 5 % sales in Asia * 17% in US * Family business * Uses local business to sell their products | * More attention into EU and forget the ever growing Asian market * Very tight controlled due to family business in nature| Positive in EU, but negative in the Asian and US market. Over all in a good health. | Grolsch (The Netherland)| * One of the oldest * Medium size * Has alliances with US * Innovative with products * Licensed to export 50% of their products overseas * Has specialized brewery for experiment | * Centralizes brewery, uses only one brewery for the production| Looks good compared to its size and exports 50%. The innovation and experimental beer might capture market in the future. | InBev (Belgium/Brazil)| * Merger of two companies * The largest brewery in the world * Market power * Second largest in Chinese market * Looks for innovations * Environmentally conscious | | Very good and bright future due to the innovations, size, market power, environmentally awareness. | Scottish and Newcastle (UK)| * 4th largest in EU * 4 major established brands * Has global approach by purchasing shares in other brewing company. | * Over stretched company due to its size. * Lack of innovation with new tastes. | The future seems to be in doubt as company is entering to Asian market where the biggest brewery are well established brands. | REFERNCES Hubbard, G Rice, J Beamish, P 2008, Strategic Management: Thinking, Analysis, Action, 3rd edn. , Pearson Prentice Hall, French Forest, NSW, Austra

Information Security Overview Essay Example for Free

Information Security Overview Essay In this paper I will be discussing some of the benefits of having frameworks for information security management. What each of the frameworks of information security are, their pros and their cons. Which major perspectives to consider in information security management and framework choice. What organizational factors should be considered in framework choice? I will also attempt to come up with a better framework for information security. Some of the benefits of having frameworks for information security management are, that they serve as a common ground for integrating all types of information security functions. It also helps answer question of how to react to information security issues. As well as, helping identify what the important components involved in establishing and maintaining information security initiatives. Since our information faces more potential security breaches than ever before (Ma, Schmidt, Pearson, 2009 p. 58). The information security frameworks are the following: -Governance frameworks -Security frameworks -Risk management and risk assessment frameworks -Audit and assurance frameworks -Legal and regulatory frameworks The governance framework is very important because it gives us a road map for the application, evaluation and improvement of information security practices (Information Security Governance: Toward a Framework for Action). This frame work includes legislation, regulations, corporate structure, corporate culture and the importance of information security to the organization. It also acts as a mechanism to deliver value, mange performance and also mitigates risk. Another important fact about this  framework is that it gives us a way to assign accountability for each decision and performance. It ensures that policies, procedures, management and other related management techniques are all working hand in hand to achieve the organization’s goals. There aren’t many documents that define the roles, tasks and responsibilities of different senior members of an organization, just like in any other successful practice the need of support from senior management is needed. FISMA clarifies how that support has to be given. Some of the pros that governance frameworks bring to the table are as follows: It helps technology with business goals, it provided a framework for measuring and managing IS performance. It also facilitates compliance with external legislation and regulations. And last but not least, it helps ensure valuable technology solutions are delivered on time and on budget. Security standard framework consists of various guidelines, standards and regulations FISMA, NIST 800-39, HIPAA stand out to me. Each of these cover a wide range of needs that need to be followed in order to achieve a successful security framework. While FISMA is a more broad regulation that covers many government related issues, it still provides a good understanding of the division of responsibilities. NIST 800-39 delves into different risk management issues, which will be highlighted as I continue this research. Information security planning or strategy should be aligned with business objectives (Peltier, 2003 p.22) According to NIST 800-39 Risk management is a comprehensive process that requires organizations to: frame risk i.e. establish the context for risk-based decisions, assess risk and responds to risk once determined, and to monitor risk on an ongoing basis. This frame work is a fundamental requirement in which senior leaders and executives need to be committed to. There are many organizational risks, some of these are: i.e. program management risk, investment risks, legal liability risk and security. Information systems is also critical to the success of organizations achieving their objectives and strategic goals (NIST 800-39 p. 2). Some of the pros for Risk Management frame works are a) reducing the risk to an acceptable level if the risk cannot be eliminated, with which the organization it is still able to function safely. b) Risk can be transferred by using insurance policies by insuring that the company’s assets are protected for theft or destruction. Audit and assurance frameworks includes assessing and comparing what is actually happening in an  organization against what is actually supposed to be happening. Auditors can also be called to assess compliance with corporate security policies, standards, procedures and guidelines. Some times as contractual commitments, either as a specific audit or solely in the course of routine audit assignment. Legal and regulatory frameworks, ensure that organizations are abiding by the requirements given by the different regulations like, FISMA, HIPPA and others. Failure to comply with the standards listed on these and other regulations can affect organizations in various ways; ranging from fines to jail time depending of the severity of the violation and the state where the violation is being committed. The some of the pros to this framework are that organizations will be more apt to follow what is required of them all the while protecting not only the customers’ sensitive informations but also the employee’s vital information. Some of the cons to these frameworks â€Å"A secure system is one that does what it’s supposed to† (Eugene Spafford). There is no way to ensure that all systems have the same state of security. Because not all systems do the same things. Therefore each individual organization or user must choose what type of security is important. In some cases security clashes with itself. Controls that might enhance confidentiality doesn’t necessarily support integrity. With all the time it takes to control integrity and confidentiality and how complex they each are, the availability is impacted. It does not come as a surprise that it is impossible to create a universal checklist of the items once implemented, will guarantee security. Security risks aren’t necessarily measurable, since the frequencies and impacts of future incidents are dependent on many different things that tend to be out of our control. If we don’t know what skills whoever is attempting to intrude or hack our systems is working with, it would be difficult to fight it, let alone predict it. Opposite to what some might believe, according to BOA’s Smith, â€Å"senior management is not the biggest hindrance to better security. Rather, th e middle management might represent one of the largest challenges because they impact the organization daily.† Many organizations find it difficult to stay in compliance with different government laws and regulations like Sarbanes-Oxley Act and HIPAA in addition to Payment card industry Data security Standards. It does not help the fact that there is a scarcity in security professionals who have the technical and engineering skills that  know how to explain the risks/rewards and the trade-off and can sell solutions within the organization. When choosing a framework in information security management we have to keep in mind different factors in order to have a successful framework. Some of these factors are, the goals of the organization; we have to establish the information security objectives, these should be strategic, organizational focus and made by executive-level management, since they have a better grasp of the whole business goals and limitations. We also have to be aware of the fact that organizational goals, structure and information security management strategy has to change as different environmental factors like, technology business and legislation frequently evolve. Another important factor is the culture of the organization need to be the same for everyone involve, from the CISO to the administrative assistant. After all the extensive reading, my framework would have a continuous risk management and risk assessment frame work, security controls that align perfectly with the goals of the business and the culture of not only the organization but the entire workforce. I would achieve this by implementing quarterly training on the importance of ISM and how it affects everyone involved. I believe that everyone should be kept informed as to what our IS goals are by showing them how we have failed or succeeded. On the chance that we have failed we can have the employees propose how we can make it better. When we involve everyone affected they will take it more seriously. There are different types of frameworks that make up the information security management framework. Which address the needs for a functional ISM framework and details the obligations of those in an organization while providing the standards, guidelines, legislations and regulations the all have to abide by. And how the lack of a proper framework can affect those in the organization. Reference Ma, Q., Schmidt, M., Pearson, J. (2009). An integrated framework for information security managemtn. doi: Review of Business Dempsey, K., Chawla, N., Johnston, R., Jones, A., Orebaugh, A., Scholl, M., Stine, K., Johnson, A. U.S Department of Commerce, National Institute of Standards and Technology. (2001). Information security continuous monitoring for federal information systems and organizations (800-137). Gaithersburg, MD D. Smith (Jonson, M., Goetz, E. (2007). Embedding information security into the organization. 17.) Eugene Spafford. (I’m sorry, but I lost the article where I got his quote from)

The Video Game Console Market Marketing Essay

The Video Game Console Market Marketing Essay The video game console market is a fast growing market. Sonys PlayStation 3 competes together with Nintendos Wii and Microsofts Xbox 360 for the market leader position. Compared with these competitors, Sonys PS3 includes the newest technologies and provides the highest variety of functionalities. Therefore, Sonys strategy is to target customers who focus on high technologies and multimedia-entertainment. However, this involves that the PS3 competes not only with console manufacturers, but also with other multimedia producers such as PC manufacturers. Due to the fact, that the Sonys PS3 will be quite expensive, the console will be available in a premium edition and in a cheaper basic edition. Considering the distribution of its PS3 games, Sony tries to change its traditional supply chain by providing an Internet platform, where users can download games. This results in saving costs and a faster distribution. Furthermore, the most important marketing tool is the Internet for promoting the PlayStation 3. Blogs, MySpace, YouTube and other kind of websites enable an area-wide promotion of the game console and especially, it is done by consumers. Another important tool is the official website, which offers among others information about the console and about available games. Additionally, Sony promotes its PlayStation 3 together with a meaningful slogan, which differs between Europe (This is living) and U.S. (Play Beyond). Finally, Sonys financing objectives are to sell 15 million exemplars in the first-year and to achieve total sales revenue of $8.25 billion. Its marketing goals are to sell more than 100 million exemplars in the long-run and to become the market leader. Table of Contents Executive Summary 1 1 Situation Analysis 2 2.1 Current marketing environment 2 2.2 Current Product Line 2 2.3 Product Analysis 3 2.4 Target Markets 3 2.5 Competitive Analysis 5 2.6 Product/Market Analysis Tools 5 2.7 SWOT Analysis 8 3 Objectives 8 4 Competition 9 4.1 Game console industry 9 4.2 Direct competitors 9 4.3 Market concept of competition 11 5 Product Unique selling proposition 12 6 Distribution 12 6.1 Supply chain 12 6.2 Next generation supply chain 14 6.3 Business Models 15 7 Marketing Strategy 16 7.1 AIDA 17 8 Marketing Mix Strategy of 4 Ps 18 8.1 Product 18 8.2 Price 18 8.3 Place 19 8.4 Promotion 19 9 Financial projections 19 10 Implementation controls 20 Situation Analysis Current marketing environment The video game console market is highly influenced from its demographic and technological environment. The worldwide population is growing and more and more people have a strong need for entertainment. Many people require something against boredom in their free time. Furthermore, the technology environment creates a variety of new functionalities which are almost unlimited. According to Moores Law, processor speed and memory capability reduplicate almost every 18 months by constant prices. Additionally, technologies such as High Definition TV provide a new way of entertainment consumption. Finally, another important influence in peoples behavior is enabled by the Internet. Its introduction was a milestone of the new economy. It allows finding almost any required information and enables worldwide communication as well as interaction and it simplifies doing business. Current Product Line Before we describe the features and functionalities of Sonys new video game console, the PlayStation 3, we would like to give a short overview of the companys current home video game line: PlayStation (PS1) The Sony PlayStation is the companys first video game console and was produced in the mid-1990s. It belongs to the fifth generation of video game consoles and provides a 32-bit processor. Furthermore, the PlayStation was the first game console that reached the 100 million mark. PlayStation 2 (PS2) Sonys PlayStation 2 is part of the sixth generation era and was released in 2000. Besides its 128-bit processor, it was the fist video game console that provides DVD playback functionality. It placed first in number of units sold in its sixth generation of video game consoles and it became the fastest selling and most popular game console in history, with over 110 million units shipped worldwide by November 2006.  [1]   PlayStation Portable (PSP) Sonys PlayStation Portable was the companys first handheld game console released in 2004. Besides playing games, it also provides different functionalities such as playing music, watching videos, viewing pictures and using Internet applications. Nowadays, the PSP is the main competitor of Nintendos Game Boy and Nintendo DS. Product Analysis The Sony PlayStation 3 (PS3) is the seventh generation video game console and the third in Sonys PlayStation series. The console was launched in North America and Japan in November 2006 and is yet expected to be launched in Europe by March 2007. The reason for its delay in Europe is a shortness of supplies with parts of the Blu-ray drive. The console offers high-end technology and it has been described as an engineering masterpiece because of its promising specification and use of new technology.  [2]   Furthermore, the PS3 will be available in two different editions on the one hand, a basic edition with a 20 GB hard disk drive (HDD), and on the other hand a premium edition with 60 GB HDD. Nevertheless, both editions will have key elements such the Blu-Ray Disc for High Definition movies, the Cell chip, Giga-bit Ethernet for high speed Internet-connection, and an HDMI connection for optimum output on HDTV. Compared with the basic edition, the premium edition will provide some extra features like support for multiple external memory storage devices (Memory stick, SD) and Wireless connectivity. More information about the specification can you find in the Appendix. Furthermore, Sonys newest game console provides a Linux operating system and some Internet applications such as an Opera Web browser and multiplaying functionality. Finally, another feature of the PlayStation 3 is the backward compatibility to Sonys previous video games for PS1 and PS2. Target Markets The following section should provide an overview of Sonys target market and of its targeted customers. Target market approach In our opinion, Sony should use a segmentation approach as their general strategy to reach targeted customers. Although mass-marketing would create the largest potential market, which leads to the lowest costs and results in lower prices or higher margins, we propose segment marketing because it can create a more fine-tuned product offering and price for the target segment. Moreover, this approach enables to select more easily the best distribution and communication channels, and to have a clearer picture of the main competitors.  [3]   Segmenting consumer markets Cultural distinctions, different needs and demands of individuals, and diversities in customers buying behaviours require market segmentation of companies to satisfy their customers effectively. Thereby, the market can be divided in geographic, demographic, psychographic and behavioural segmentation variables and the company can focus on target segments which it wants to attract.  [4]   According to Sony, the main geographic segments of the PlayStation 3 consist of the Northern America market, the Japanese market and the European market. When Sony released his first video game console PlayStation in 1994, the companys main focus was on the marketplace from 12- to 17-year-old boys. But nowadays, Sonys demographic segmentation divides the market of the PS3 in male and female, old and young players and expands its business vastly to a mainstream entertainment.  [5]  The PS3 offers a multifaceted repertoire of video games which includes something for everybody. Theres not merely one game to ultimately define the PS3 platform, but rather different must-have games for different segments of consumers. Additionally, an important and profitable demographic segment could be the college market because according to a study by Anderson Analytics GenX2Z only 26 percent of students report not playing video games.  [6]   Furthermore, Sony concentrates on a strong customer loyalty status in the behavioural segment. Besides its popular brand and the high reputation of its products, the company tries to win over its former consumers by the implementation of a backward compatibility which enables to play video games from its previous video game consoles (PlayStation 1, PlayStation 2). Finally, one of the important target segments of the PS3 involves consumers who require high technology. The company is convinced that its consumers desire and want to get the best out of the best. Characteristics of the targeted customers / product uses As already mentioned, Sonys targeted customers want to have the newest technologies and functionalities. Moreover, they need an entertainment system which provides functionalities such as viewing pictures, movies or listening music. The Playstation 3 can fulfil all this particular requirements and reach therewith a lot of different customers. First of all, video game players can use the console, because it provides high technology and a lot of different available games. Furthermore, movie lovers can use the PS3 because it involves a DVD drive and also allows watching movies in High Definition with its Blu-Ray drive. Moreover, customers can use the game console to see pictures from their last holidays easily by inserting their memory card in the included card-reader. Finally, customer can use the console to surf in the Internet or to use it instead of a computer, because its Linux operation system provides similar functionalities. Summarized, all members of a family can use the PlayStation 3 for different needs. For instance, children play video games during the day and when the father arrives, he uses the PlayStation to read his emails. Thereafter, the mother inserts the SD card in the PS3 and shows him the pictures from her trip to Stockholm last weekend. And at the evening, the whole family watch a movie together. This multimedia functionality provides the biggest benefit for the PS3s consumers. Purchasing process Some customers make their decision which game console they want to buy dependent from the number of available games. Not only the functionality and technology, but also the variety of games can be important for the decision-making process of customers. Therefore, the company has to offer information about the games which will be available for its game console. The primary channel for providing such information would be the official webpage. Furthermore, the final end-user of the game console is not always responsible for the purchasing process. For instance, sometimes parents purchase the game console for their children, and therewith another party is involved in the purchasing process. Market size estimations The number of consumers in the video game console industry increased continuously during the last years. Due to the fact, that game consoles of the newest generation are comparable with an entertainment system, we estimate a market size of 400 million potential users in Europe if everybody would buy the product. Considering that one product would be enough for a family, our final estimation of potential consumers will be 100 million in Europe. Furthermore, a forecast report of PricewaterhouseCoopers has shown that by 2010, the worldwide video game market will grow to $46.5 billion, at an average 11.4% compound annual rate.  [7]   Competitive Analysis Nintendo and Microsoft are the main competitors of Sony in the video game console industry. Considering the seventh generation, Sonys PlayStation 3 compete with Nintendos Wii and Microsofts Xbox 360. These two consoles were released world-wide in November 2006 and November 2005 respectively.  [8]   According to a study of the NPD Group about the best-selling video game consoles for December 2006, the Xbox 360 sold 1.1 million units, the Wii 604.2 thousand units and the PS3 490.7 thousand units. However, the PS3 sales figures include only the U.S. and Japan market, where it is released already. More details about the competition situation will be discussed in chapter 4 Competition. Product/Market Analysis Tools Product Life Cycle According to Sonys previous game consoles, the PlayStation 3 should have a 10-year product life-cycle. Its state-of-the-art technology involves that the usage of the PS3 resources and technology are just at the beginning and can fulfil all game requirements in the next years.  [9]   The product life-cycle consists of four different stages: Introduction: At this stage, the sales growth increase slowly when the product is introduced to the market. In Europe, the PS 3 is already located in the middle of this stage, because many game-console lovers and fans have ordered the PS 3 in advance to become one of the first consumers after its release in March 2007. For instance, a new PS 3 is pre-ordered almost each 20 seconds in Great Britain.  [10]   Growth: At this period, a market acceptance of the product is recognizable and the number of sales units increases. First-users report about the product positively and other consumers are becoming curious. Maturity: A slowdown in sales growth will be at this stage because the product has achieved acceptance by most of the buyers. Decline: Most of the potential buyers have already the product and therewith the number of sales declines. Figure 1: PlayStations Product Life-Cycle Different marketing strategies are necessary for each stage of the product life-cycle. We will discuss our recommended strategies in7 Marketing Strategy. Due to the fact, that the PlayStation 3 was already released in Japan and U.S., Figure 2 shows that the PlayStation 3 is located in a higher position compared with Europe. Figure 2: PS3s Product Life-Cycle in Japan and U.S. After shortness of supplies and an enormous rush demand in Japan and in the United States after the release in November 2006, a kind of stagnation is visible in these both markets today. Vendors report that a large contingent of the PlayStation 3 is still available in their shops.  [11]  Although Sony sees the reason for that in its optimized supply chain, the company has to consider new marketing strategies to increase its sales. The Boston Consulting Groups Growth-Share Matrix In the following section, we would like to analyse and classify Sonys game console product portfolio by profit potentials. Therefore, we used the Boston Consulting Group approach presented by Kotler.  [12]   Due to the fact, that the PlayStation 1 is not be sold anymore, we didnt regard it in our analysis. Figure 3: BCGs Growth-Share Matrix for Sonys game console product-line First, we placed the PlayStation Portable in the Question marks sector, because the market of game handhelds is still growing and as the strongest competitor of the market leader Nintendo DS, the relative market share of the PSP increases. Therefore, Sony has to spend a lot of money in the development and advertising of the PSP to keep up with the fast-growing market, and to overtake the market leader. Additionally, we also placed the PlayStation 3 in the Question marks sector, because the market of the seventh generation video game consoles is still increasing and it is not visible already if the PS 3 will take the position of the market leader. Finally, we located the PlayStation 2 in the Cash cow sector. The PS2 has a falling market growth rate after the release of the next generation game console. Nevertheless, it is still the market leader in its generation and it achieved higher sales units (1.4 million) as the Xbox360 (1.1 million), Nintendo Wii (604.2 thousand), and the PlayStation 3 (490.7 thousand) in December 2006.  [13]  According to the 10-year product life-cycle, the PS2 is in the decline stage and will stay in the market for the next 3 years yet. SWOT Analysis The SWOT analysis is the overall evaluation of a companys strengths, weaknesses, opportunities, and threats.  [14]  It is used as a framework to help an organization develop its marketing strategy. Thereby, strengths and weaknesses are internal factors which can be controlled by an organization, whereas opportunities and threats consist of external factors which are uncontrollable by an organization. Figure 4: SWOT analysis for Sonys PlayStation 3 Objectives Sonys financial objectives are to: Achieve first-year total sales revenue of $8.25 billion, based on an average price of $550 per unit. Sonys PlayStation 3 marketing objectives are to: Achieve a first-year unit sales volume of 15 million, which represent a projected market share of 25 percent. Increase second-year share to 40 percent and become the market leader. Sell more than 100 million units in the long-term. Arrange for distribution through the leading electric, video games and computer retailer in the top 100 and establish an Internet platform. Competition Game console industry According to the industry concept of competition presented by Kotler  [15]  , an industry is a group of firms that offer a product or class of products that are close substitutes for another product. The structure type of the video game console industry is an oligopoly, because the Japanese Nintendo and Sony, and the U.S. Microsoft dominate the market. Particularly, the structure is a differentiated oligopoly, because only few companies producing products partially differentiated along lines of price and features. Furthermore, the console industry is characterized by large cost of barriers to entry according to Porters model of five competitive forces. It may cost up to $2 billion to develop a competitive console platform and returns on investment may take several years.  [16]   Furthermore, these three console manufacturers have a similar business model consisting of the following three income flows: Hardware sales Sales of own software/games Licences fees from other software/game developers that use the console platform Finally, Nintendo, Microsoft, and Sony compete on a global basis with core markets in Japan, Europe and in the United States. Direct competitors The following section compares the direct competitors Nintendo, Microsoft and Sony with regard to their products, prices, sales units and game range. Product differentiation First of all, the following table shows the particular specification of each game console: Nintendo Wii Microsoft Xbox 360 Sony PlayStation 3 First publication 19 November 2006 (USA) 22 November 2005 (USA) 11 November 2006 (Japan) Processor IBM Broadway PowerPC (729 MHz) Tri-Core Xenon PowerPC (3,2 GHz) PPC Cell PowerPC (3,2 GHz) Graphic chip ATI Hollywood (243 MHz) ATI Xenos (500 MHz) nvidia RSX (550 MHz) Drives Own format (Wii and GameCube) CD, DVD (external HD-DVD drive available) CD, DVD, Blu-ray Maximal video quality SDTV = 480p (NTSC) or 576p (PAL/SECAM) HDTV = 480p 720p 1080i/p HDTV = 480p 720p 1080i/p (supports HDMI) Back. compatibility yes yes yes HDD 20 GB 20 GB / 60 GB I/O USB 2.0 (x2), SD USB 2.0 (x3) USB 2.0 (x4), PE: MemoryStick, SD CompactFlash Communication IEEE 802.11b/g Ethernet Extra feature: Wlan-Adapter Ethernet, Bluetooth 2.0, Wireless Controller, IEEE 802.11b/g (only premium edition) Furthermore, both competitors of Sonys PS3 provide an internet platform: Microsoft: Xbox Live Arcade Xbox Live Arcade (XBLA) is an online service that is used to distribute video games to Xbox 360 owners. Thereby, Microsoft offers an Xbox Live Marketplace, a virtual market place, where consumers can download movie and game trailers, game demos, Xbox Live Arcade games, gamer tag images, and Xbox 360 Dashboard themes.  [17]  The consumers can pay with Microsoft Points, which can be purchased by credit cards. Nintendo: WiiConnect24 It allows distributing content such as software patches and updated game contents while the Wii is on stand-bye.  [18]   Price strategy Nintendo offers the cheapest price in the game console market. Therefore, the company dispense with some extra features such as DVD drives or HDTV quality. Contrary, Sonys PlayStation 3 offers the newest technology with a plenty of accessories, but also the highest price. The following list shows the current prices in January 2007:  [19]   Nintendo Wii Microsoft Xbox 360 Sony PlayStation 3 Ca. 250 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 300 400 à ¢Ã¢â‚¬Å¡Ã‚ ¬ (HDD-drive costs 200 à ¢Ã¢â‚¬Å¡Ã‚ ¬ extra) Basic edition: 500 à ¢Ã¢â‚¬Å¡Ã‚ ¬ Premium edition: 600 à ¢Ã¢â‚¬Å¡Ã‚ ¬ Market share in Japan and U.S. The following figures show how many game consoles each of the manufacturers has sold in Japan and U.S. during the last months:  [20]  21 Whereas Nintendos Wii was the market leader during the Christmas time in Japan, Microsofts Xbox 360 could sell the most units in the United States. Games An important criterion for buyers is the volume of games which are available for each game console. At the moment, Microsofts Xbox 360 consists of 82 exclusive games and 132 cross-platform games. In contrary, Nintendo offers 55 exclusive and 96 cross-platform games for its Wii. For Sonys PlayStation 3, 43 exclusive and 77 cross-platform games are planned. Figure 5: Available games for each console (Source GAMEZONE)  [22]   Market concept of competition Due to the fact, that the PlayStation 3 is more a multimedia centre than only a game console, we have to consider more competitors as only game console manufacturers. Therefore, we used the approach of Rayport and Jaworski to identify direct and indirect competitors by mapping the buyers steps in using the product.  [23]  The following figure shows the PS3s direct and indirect competitors: Figure 6: Competitor Map Sony PlayStation 3 Summarized, Sonys PlayStation 3 competes not only with other video game console companies, but also with PC manufactures and other high technology producers. Sonys PS3 offers besides a Linux operating system a plenty of functionalities such as Internet to attract previous PC users and to expand its market. This approach is comparable with Coca-Cola which identifies milk, coffee, tea, and water products as its main competitors.  [24]   Finally, Figure 7 shows Sonys market position with regard to technology and price compared with its video game console competitors: Figure 7 Market position of the main video game consoles Product Unique selling proposition The unique selling proposition is a marketing approach to promote a products benefit and to convince customers that the company can deliver it. For Sonys PlayStation 3, the main benefit, especially compared with its competitors, is its functionality as a multimedia centre and its state-of-the-art technology. Nevertheless, Sony has to consider that its targeted consumers are located in different market segments with different demands and wishes. Therefore, the company has to develop different unique selling propositions. First considering the video game hardcore fans segment, these costumers want to have the best and newest technology. Due to the fact, that the PS3 fulfil these requirements at best compared with its competitors, Sony should promote this in its advertisements, especially in game magazines. Furthermore, Sony wants to attract also middle-age consumers and families. The most benefit for these customers is to use the PlayStation 3 as a multimedia system which offers a variety of functionalities. Therefore, the company should focus on its multimedia range. Summarized, the companys unique selling proposition should consist of newest technology and multimedia-functionality. To emphasize this, Sony uses a short slogan after every mention of its products. In the United States, Sony evokes the following slogan: Play Beyond. People should associate therewith that the PS3 is not only a game console which enables playing video games, but also a system which allows playing in High Digital quality and getting a feeling of reality. Furthermore, the PS3 offers more than playing video games, it is a multimedia system that can be used for different pleasures such as Internet surfing or watching movies that can also be interpreted as a kind of playing. However, Sony uses a different slogan for the European market. The reason is that people with few English skills will not understand the impact of Play Beyond or will be interpreted wrongly. Therefore, Sony uses the following slogan in Europe: This is living. The slogan is really simple and uses words which can be understood by not English-speakers. Consumers can associate that the PS3 delivers a kind of living standard and ensures to enjoy living. Furthermore, its a relation to PS3s multimedia functionalities which are desired for every household these days. It emphasizes that the game console is the core of living room entertainment. Distribution Supply chain With the video game industry being the fastest growing sector of the growing entertainment industry, the industrys revenue has now reached $26 billion in annual revenue and there is currently no indication of decline in the industry. So, in order to identify how the revenue is distributed, its essential to look at the supply chain of the entire PS3 business. As seen in the supply chain, there are opportunities in many aspects of the console business, coming from the actual console sales as well as extras such as games. Figure 8: Original supply chain for video games.  [25]   The customers, as identified by our segmentation analysis table, are at the end of the supply chain, and their consuming of video games are distributes across several actors. Additionally, the most known among the actors are of course the hardware manufacturers, which include Sony, Nintendo and Microsoft. Except for the revenue coming from the console sales, they also get about 20% of the market price for the games, which are mostly sold in the growth level of the product life-cycle. The additional revenue in the supply chain is split among the other actors. Looking more closely at the publishers and developers, we realize that the publishers are likely to take a large portion of the revenue. Those are the large international companies that have sufficient funds to build a distribution network and employ developers to pull off new best-selling games for the consoles. Hardware manufacturers usually try to pull off deals with these companies when they identify potential best-selling games because the top 3.3% of the games bring in 55% of the sales revenue. For this reason, some hardware manufacturers, most notable Microsoft, tend to buy top-creative publishers to secure exclusive rights of new games for their console. Because of the complexity with world-wide game launches, there are almost always distribution partners in the chain, those accounts for an estimate of 10% of the shelf price. Next are the retail channels, which include online stores as well as retail stores. However, they are becoming increasingly bypassed in the supply chain, as discussed in the next generation supply chain (described in detail below). When they do exist in the supply chain though, they take an estimate of 30% of the shelf price. Developers are a mix of artists and engineers that create the actual games played on the console. Typically, they are funded by the publishers and together they take between 40 to 60% of the shelf price. Notably, in recent years another actor have also entered the supply chain as the industry have grow