Operations objectives at the Penang Mutiara Case Study

Operations objectives at the Penang Mutiara - Case Study Example Operations performance ensures customer satisfaction hence it is easy to retain them. Operations performance in the hotel industry means ensuring proper service delivery to customers. The management has a task of ensuring the staff deals with the customer in a desired way, for example, the staff must have the ability to portray courtesy to the customers (Slack et al. 40). Since the customers may have various questions concerning services or other matters, the staff should possess relevant skills for answering questions from the customer. They should have sufficient hospitality and the hotel management tips to enable them respond suitably to customer’s needs. The hotel management has a responsibility of ensuring best condition of hotel facilities. This means that buildings, furniture and all equipment that support service delivery to customers are in superb condition. Performing best choice of hardware for the hotel is vital because it creates a good impression of the hotel. Ma nagers should choose best designs for the hotel to enhance durability. This is important because the hotel looks fabulous for a long period. Customer satisfaction commences with the right impression followed by the services (Slack et al. 40). The management is responsible for its functions to ensure competitiveness in the hotel industry. Managers perform planning, coordination and controlling of various issues in business. This is important because the hotel looks fabulous for  the long period.

The business environment of Wal-Mart corporation Research Paper

The business environment of Wal-Mart corporation - Research Paper Example They will be in a better position to identify the problems that affect the smooth running of the organization. In addition, they will know the areas that need to be changed and how they can be changed. According to Ulrich & Brockbank, â€Å"When people understand the why of change, they are more likely to accept the what .† One of the most influential departments at Wal-mart is the HR department. It plays a major role in identifying the right personnel that can help the organization achieve its strategic goals and objectives. The organization has its goals but achieving them is never a walk in the park due to the many changes that are occurring in the business environment. For the HR transformation to occur at Wal-mart, the HR need to launch transformational programs.The human resource department is the agent of change. Every organization should have a strategic plan and it is no different for Wal-mart. The company has a strategic plan that guides it towards the achievement of its goals. The human resource department plays an important role in the strategic planning of an organization in addition to its traditional functions such as hiring, performance appraisal and rewarding employees. Is is important for the HR leaders to be familiar with the organizational strategic plans so as to engineer an effective HR transformation that will enable the department execute its role as a planning partner. This is one of the reasons as to why the HR team needs to understand the business context.... It is its obligation to fulfil those promises so as to satisfy each of the parties. Satisfying its stakeholders is important for any organization in the process of building its brand image. In the current business environment, things are changing too rapidly. An organization needs to keep up with the changes and as a result, there is the need to transform the HR functions so as to gain that competitive advantage (Albeanu, Hunter & Radford, 2010). Business context One of the most important step in transforming the HR function of Wal-mart is to identify the reason as to why the transformation is occurring (Ulrich, 1997). This refers to identifying the problem that prevails in the HR department. In order to identify the need for transformation, anyone who is to be involved in the transformation process should clearly understand the business context. Only when the persons involved have an understanding I the current business context that they will be able to come up with a way of transfo rming the HR function. They will be in a better position to identify the problems that affect the smooth running of the organization. In addition, they will know the areas that need to be changed and how they can be changed. According to Ulrich & Brockbank (2005), â€Å"When people understand the why of change, they are more likely to accept the what .† One of the most influential departments at Wal-mart is the HR department. It plays a major role in identifying the right personnel that can help the organization achieve its strategic goals and objectives. The organization has its goals but achieving them is never a walk in the park due to the many changes that are occurring in the business environment. For the HR transformation to occur

Stem Cell Research Advantages and Disadvantages

Stem Cell Research Advantages and Disadvantages JOSHUA REED ‘Do the potential benefits of stem cell research outweigh the risks and negative ethical implications associated with it?’ 1.  INTRODUCTION Stem cell research is currently one of the biggest fields in modern day science. It has numerous benefits currently, and it is only the beginning. The possibilities are endless, but there are many ethical implications associated with it, as well as many risks. Do the potential benefits outweigh these risks and negative ethical implications? 2. OVERVIEW OF STEM CELLS 2.1  DEFINITION OF STEM CELLS Stem cells are unspecialised cells which are able to become any type of cell in the body. They have the ability to divide and renew themselves for very long periods before they are specialised. The process in which they are changed into a specific type of cell is called differentiation. They can become cells of the heart, bones, muscles, brain, blood, skin, or any other type of cell. There are different types and sources of stem cells, but they all have the ability to develop into different types of cells. 2.2  TYPES OF STEM CELLS 2.2.1  EMBRYONIC STEM CELLS Embryonic stem cells are cells found in embryos during the blastocyst stage. They are obtained from the eggs of an infertile couple, that are fertilised in vitro, rather than in the woman’s body. 2.2.2  ADULT STEM CELLS Adult stem cells, also known as somatic stem cells, are found in certain tissue of fully developed humans. They can produce only certain types of cells. In the body they maintain and repair tissue. They can be found in bone marrow. They can also be found in the brain, skin, liver, skeletal muscle and in blood vessels, but in small amounts. 2.2.3  AMNIOTIC STEM CELLS Amniotic stem cells are found within the amniotic fluid. They are extremely active and can multiply without a food source. They have a limited number of cells into which they can form, but, unlike embryonic stem cells, they are unable to cause tumours. 2.2.4  INDUCED PLURIPOTENT STEMS CELLS These stem cells are formed by genetically programming adult skin cells to become stem cells. (i) 2.3 HARVESTING OF STEM CELLS There are different procedures followed to collect and harvest the different types of stem cells from their different sources. Embryonic stems cells are found in embryos. Specifically, they are obtained from eggs cells from an infertile couple, that have been fertilised in vitro, rather than within the woman’s body. The embryo is in the stage of blastocyst when they are able to produce embryonic stem cells. Usually about 30 stem cells can be taken from the blastocyst. These cells are then grown in laboratories by a process known as cell culture. The inner cell mass of the cells are removed and placed into a laboratory culture dish that contains a broth or nutrient medium, off which the stem cells will survive. The dish is often coated in mouse embryonic skin cells, known as a feeder layer, which allows the human stem cells to have a sticky surface to which they can attach. They also release nutrients into the medium within the culture dish. The dish is stored at a suitable temperature and humidity level which allows the cells to divide. The cells divide and fill the dish over several days. They are then removed and placed into several new culture dishes. This is repeated numerous times over several months and is known as subculturing. After several months, millions of stem cells can be formed from the first 30. They are then frozen in batches and sent to other laboratories for further experimentation. Another type of stem cell harvest procedure is the removal of peripheral blood stem cells. Typically, the donor is given large doses of chemotherapy, which causes a lot of white blood cells to die. The bone marrow is then forced to try and replace it. There is not enough space in your bones for all the extra blood, so the bone marrow forces large amounts of stem cells into the blood where they are able to mature. The donor, if they do not require chemotherapy, could be given a white blood cell growth factor known as G-CSF, which has the same effect. If the donor is the same person as the patient, they will use both methods to increase the harvest. When the stem cells are being harvested, the donor has an IV in both arms. The one extracts blood which contains the stem cells. The stem cells are extracted from the blood, and the blood is returned to the donor through the other IV. This can be used in the treatment of leukaemia. In a study involving around 38000 people, people who received treatment showed an increase survival rate from 48 to 63 percent one year after treatment. (ii) 2.4 HOW STEM CELLS WORK Stem cells have the ability to become any type of cell in the body. They can be used in treating several types of diseases. Stem cells work by being a source of new cells to replace defective, damaged or diseased cells. Stem cells are unspecialised cells, which form into specialised cells during a process called differentiation. Internal as well as external signals can cause stem cell differentiation. Internal signals come from within the nucleus, while external signals are caused by things such as contact with chemicals or other cells, as well as the presence of certain things in the environment. Stem cells in culture dishes are stimulated to differentiate into differentiated cells by changing the culture broth or medium, as well as the coating of the dish. Genes are also inserted. The differentiated cells can then be used as they are needed, or used for experimental purposes. 2.5 BENEFITS OF STEM CELLS 2.5.1  USE OF STEM CELLS AT PRESENT TRANSPLANTING BONE MARROW TO TREAT LEUKAEMIA HEALING BURNS WITH SKIN GRAFTS REPLACING DAMAGED CELLS AND TREATING DISEASES TO STUDY THE DEVELOPMENT OF ORGANISMS AND DISEASES TESTING NEW MEDICAL TREATMENTS MAKING INSULIN FOR DIABETICS TO INJECT 2.5.2  USE OF STEM CELLS IN THE FUTURE TO TREAT THINGS SUCH AS: DIABETES PARKINSONS LIVER FAILURE HEART DAMAGE CANCER BRAIN DAMAGE DEAFNESS BLINDNESS HAIRLOSS MISSING TEETH INFERTILITY 2.6 ETHICAL ISSUES SURROUNDING THE USE OF STEM CELLS There are several ethical issues surrounding the use of stem cells and their research. The biggest issue is the use of an embryo. Although the embryo is fertilised in vitro and come from willing couples, there are still issues regarding the debate of whether the embryo is human or not, and whether it has rights. Some people believe that human life begins at conception, or even before this, so the embryos are human and deserve rights and protection; while others believe that life begins when you are born, when your heart first beats, or a few months after development. Some groups see the use of embryos as a form of abortion. The debate depends on one’s own personal view as to whether the embryo is human or not. Another ethical issue many people have regards the use and creation of Human-Animal Chimeras. Chimeras are organisms that contain cells or tissues from multiple organisms. Some believe that it is ethically wrong to combine human and animal stem cells to form chimeras. They are separate organisms which should not be combined. Despite these issues, chimeras are important in forming actual therapeutic methods. Law prohibits the breeding of human-animal chimeras. The debate between preventing and reducing human suffering versus respecting the value of human life is another issue. Stem cells have the ability to cure numerous issues, and have the potential to prevent and treat several other things; but if embryonic stem cells are used, it can be seen as destroying one human life to save another. There are also several risks involved in stem cell research and use. It is relatively new, so the long term side effects of its use in humans is so far unknown, but they could be horrific. In tests done with rats, 20% that were injected with embryonic stem cells died of some form of tumour. (chem445stemcell, 2011) 3. MY PERSONAL VIEW Stem cell research is one of the most important fields of science in modern times. It is able to, and has the potential to cure numerous diseases, illnesses and problems found in humans. Despite this many people see it as unethical and full of risks. I believe that the potential benefits outweigh the risks and negative ethical implications associated with it. Stem cells are unspecialised cells which are able to become any type of cell in the body. They have many current uses, and they have the potential for numerous future uses. Scientists and doctors are able to do stem cell transplants from bone marrow to treat leukaemia. Thousands of patients over the globe have successfully received this treatment which has prolonged their lives. Stem cells are also able to heal burns through skin grafts, as well as replace damaged cells and treat diseases. Stem cells allow scientists to study the growth and development patterns of both organisms and diseases, as well as provide new ways of treating the diseases. Another important feature of stem cells is their use in the production of insulin for diabetics. The insulin produced is indistinguishable from human insulin. It is not only the current uses of stem cells that are important, but also the potential that they have. Scientists are experimenting and finding ways to use stem cells to cure diseases that were once seen as incurable, such as diabetes and Parkinson’s disease. They believe that they can find ways to cure liver failure, heart damage, cancer, brain damage, deafness, blindness, hair loss, missing teeth, and even infertility. Scientist believe that they will be able to use a patient’s own stem cells to grow new organs for transplant, which would be guaranteed to not be rejected. The possibilities are endless. Despite their potential, stem cells raise many ethical issues, and have many risks that surround them. The use of an embryo is questioned by many people. It is believed by many that human life begins at conception, or even before this. They believe that the use of an embryo is a form of abortion, or an exploitation of their human rights. Others believe that life only begins later in pregnancy, or at birth, so they disagree with this viewpoint. The embryos are donated willingly by couples, and are fertilised in vitro. Another issue that people have is that human tissue is combined with animal tissue to form chimeras. They are separate organisms and should not be combined to create new creatures. Additional, there is an ethical issue raised on the debate between preventing and reducing human suffering versus respecting the value of human life. Stem cells have the ability to cure numerous issues, and have the potential to prevent and treat several other things; but if embryonic stem cells are used, it can be seen as destroying one human life to save another. Some of the risks involved in stem cell research and use include that it is relatively new, so the long term side effects of its use in humans is so far unknown, but they could be horrific. In tests done with rats, 20% that were injected with embryonic stem cells died of some form of tumour. There are numerous ethical issues raised through stem cell research, but the potential that it has in curing and preventing diseases and issues in humans greatly outweighs them. Scientists must continue researching stem cells, and finding exciting ways in which they can be used. 4. EVALUATION AS TO WHAT INFLUENCED MY DECISION I visited numerous sources with different viewpoints to allow myself to make an informed decision as to where I stand regarding stem cell research. Regarding the use of embryonic stem cells, I believe that human life begins at conception, but the fact that the couples who donate the embryos are sterile and already have children, and that the embryos are fertilised in vitro, influenced me to believe that the use of embryonic stem cells is acceptable. In 2005, guidelines regarding the use of embryonic stem cells were laid. They urge scientists to work ethically, responsibly and sensitive in their work. They are not laws, yet they still lay the basis on which most laboratories work. There is more than one source of stem cells, so not all stem cell related topics are surrounded by numerous ethical issues. The numerous benefits and the potential that stem cells have also influenced my decision into supporting the study and research of stem cells. Stem cell research has the potential to save thousands of lives, and through research scientists will be able to discover and test the ways in which they can be used. 5. CONCLUSION Although there are many ethical issues surrounding the use of them cells, the potential benefits of their research greatly outweighs these issues. They have the potential to save the lives of those who thought they were unsaveable, as well as treat the untreatable. Through the right research and funding, the possibilities regarding stem cell research are endless. 6. BIBLIOGRAPHY AND REFERENCES REFERENCES Manda, D. A. (2014). Stem Cell Types. Retrieved from News Medical: http://www.news-medical.net/health/Stem-Cell-Types.aspx [23-02-2014] Institute, R. P. (2013, May 28). Significantly improved survival rates for stem cell transplant recipients. Retrieved from ScienceDaily: http://www.sciencedaily.com/releases/2013/05/130528180857.htm [05-03-2014] chem445stemcell. (2011). Risks and Disadvantages of Stem Cell Research. Retrieved from Stem Cell Research: http://chem445stemcell.webs.com/risksanddisadvantages.htm [10-03-2014] BIBLIOGRAPHY BOOKS: Goldstein, L Schneider, M. 2010. Stem Cells for Dummies. Indianapolis, Indiana: Wiley Publishing Inc. WEBSITES: Dr Ananya Mandal. 2014.What are Stem Cells? [ONLINE] Available at: http://www.news-medical.net/health/What-are-Stem-Cells.aspx. [Accessed 02 March 2014]. Dr Ananya Mandal. 2014.Stem Cell Properties. [ONLINE] Available at: http://www.news-medical.net/health/Stem-Cell-Properties.aspx. [Accessed 02 March 2014]. Dr Ananya Mandal. 2014.What are Embryonic Stem Cells? [ONLINE] Available at:http://www.news-medical.net/health/What-are-Embryonic-Stem-Cells.aspx. [Accessed 02 March 2014]. Dr Ananya Mandal. 2014.Stem Cell Lineage. [ONLINE] Available at: http://www.news-medical.net/health/Stem-Cell-Lineage.aspx. [Accessed 02 March 2014]. Dr Ananya Mandal. 2014.Stem Cell Controversy. [ONLINE] Available at: http://www.news-medical.net/health/Stem-Cell-Controversy.aspx. [Accessed 02 March 2014]. Jon Entine. 11 March 2013. Should the government loosen ethical oversight of stem cell research? Genetic Literacy Project. [ONLINE] Available at: http://www.geneticliteracyproject.org/2013/03/11/should-the-government-loosen-ethical-oversight-of-stem-cell-research/#.UvNVv_mSwSk [Accessed 02 March 2014] Kristina Hug  23 Mar 2011.Embryonic stem cell research: an ethical dilemma | Europes stem cell hub | EuroStemCell. [ONLINE] Available at: http://www.eurostemcell.org/factsheet/embryonic-stem-cell-research-ethical-dilemma. [Accessed 02 March 2014]. Lawrence S.B. Goldstein  and  Meg Schneider. 2014.Explore Current Stem Cell Treatments For Dummies. [ONLINE] Available at:  http://www.dummies.com/how-to/content/explore-current-stem-cell-treatments.html. [Accessed 10 March 2014]. Stem Cells for Blood Transfusion? 2014.Stem Cells for Blood Transfusion? [ONLINE] Available at:  http://www.stemcellsforblood.org/useinfuture.htm. [Accessed 10 March 2014]. Stem cell harvest. 2014.Stem cell harvest. [ONLINE] Available at: http://www.nhlcyberfamily.org/treatments/collection.htm. [Accessed 08 March 2014]. Stem Cell Transplant | Mind Even More. 2012.Stem Cell Transplant | Mind Even More. [ONLINE] Available at:  http://mindevenmore.com/?page_id=22. [Accessed 02 March 2014]. Wikipedia contributors. Stem cell therapy. Wikipedia, The Free Encyclopedia. 27 February 2014, Available at:  http://en.wikipedia.org/w/index.php?title=Stem_cell_therapyoldid=597353183. [Accessed 02 March 2014].

Virtual Reality Essay -- Essays Papers

Virtual Reality Although some doubt the potential of virtual reality, the reality is our technologically dependent culture is making virtual reality a part of everyday life. Popular in video games, virtual reality allows the user to totally control a computerized character. Every action the user makes is imitated by the character and instantly displayed for the user. However, since the early 90’s, the use of virtual reality has developed and taken the spotlight past evolving video games. Virtual reality has already made its mark on fields such as aviation, medicine, and even meteorology. Where is this new technology heading in the future? According to the Millennium edition of the Wall Street Journal, â€Å"even conservative forecasts suggest education, entertainment, the workplace and the boundaries of human expression will be greatly transformed by virtual reality† (Cox 40). Increasingly advanced technology could put virtual reality in the driver’s seat of countless ind ustries. In recent years virtual reality has already been involved in several technological areas. Even those who have little knowledge about the production of virtual reality are most likely aware of its use in video games. However, many people may not be aware of the numerous other areas where it has been applied. For example, astronaut trainees have recently used virtual reality to simulate a trip to space. Medical students have substituted a carcass for a fiberglass mould of a body and a headset when training to perform surgery. A popular online chat is developing into a society of interactive, animated users. Introducing virtual reality to the real world has already proven to be beneficial for every industry it encounters. Welcome to the new world of virtual technology, the advantages have only begun. Virtual reality (VR), as defined by The Newbury House Dictionary of American English, is experiencing events that seem like real life by putting on special eye glasses, hearing devices ad gloves attached to a computer. With the help of these hardware devices, the VR user’s actions totally control of the computer’s resulting actions. This control sets virtual reality apart from previously developed technologies. Because of the amazingly fast processing speed of the computer, VR accepts the user’s every move and displays the differences in the virtual environment. .. ...on of any course in the world. After the ball hits the screen, it continues its path in the game. This game is extremely realistic, because the game reads the balls trajectory, power, direction and even spin when it is hit. I once played 18 holes at Augusta, one of the most premier courses in the world, and I didn’t even leave Ohio. These examples are just some of the possibilities virtual reality will bring to our future. Introducing virtual reality into the future will prove to be a benefit for our society. Several important issues involving virtual reality have previously been discussed. Surgery and surgical training are extremely crucial processes in which virtual reality has shown to be beneficial. Astronaut training is another critical procedure. Jim Newman, highly experienced in space, stated himself that without virtual reality it was â€Å"impossible† to train for certain events (Cox 40). Precise forecasts of the weather are not always easy. However, virtual reality has already been incorporated in the study of severe weather, giving forecasters more knowledge and the society more protection. The future is virtual reality, and its benefits will remain immeasurable.

Child of the Americas Essay

In the poem, â€Å"Child of the Americas,† Aurora Morales uses the literary element of repetition to illustrate how different cultures around the world can come together and become one as a whole. â€Å"I am a child of the Americas†¦I am a U. S. Puerto Rican Jew†¦ I am not Africa. Africa is in me†¦ I am not European. Europe lives in me†¦ I am new. History made me†¦ I am whole,† (Morales). Morales’ use of repetition illustrates all of the different characteristics she feels in her life. By using â€Å"I am†, Morales shows how she actually is a child of the Americas and a U. S. Puerto Rican Jew, however, she uses â€Å"I am not† to explain how she is not Africa nor European, but she believes Africa and Europe are part of the person she has become. The different ethnicities and locations mentioned show how each part of the world has influenced her way of being. Morales states that history has led her to becoming the person she is today. The conclusion of Morales’ poem ends with â€Å"I am whole† demonstrating that everyone has a piece of a culture in them that make them whole, no matter where they come from. Throughout, â€Å"Child of the Americas† Morales exemplifies how one person can have numerous cultures, be different ethnicities, or come from several locations, and still come together with other parts of the world and be a whole. Citations Morales, Aurora. â€Å"†Child of the Americas† by Aurora Levins Morales. † Child of the Americas by Aurora Levins Morales*. (2011): n. page. Web. 23 May. 2013. .

Beer and Heineken

Budweiser Vs. Heineken – Presentation Transcript 1. Budweiser Marketing Mix 2. Heineken 3. Many of life's failures are men who did not realize how close they were to success when they gave up. – Thomas Edison 4. Introduction * Anheuser-Busch * Anheuser-Busch Inc. is a strong and dominating company that is a leader in the beer market. They are a company that is rooted in values, ethics and sheer determination. * Anheuser-Busch targets consumers who are interested in alcoholic beverages that provide the best taste and quality. Their targets are anyone from the lower class of society, all the way up to the upper class. They have a wide range of brands and beverages to offer that are appealing to each social class. 5. Brief History * Anheuser-Busch Companies, Inc. traces its roots to 1852 and the Bavarian Brewery in St. Louis. * Adolphus Busch, a successful German businessman, joined his father-in-law in the business in the 1860s and took on increasing responsibility. * Budweiser was the first national beer brand, introduced in 1876. * In 2008, Anheuser-Busch and InBev combined to become Anheuser-Busch InBev. The new company is the world’s largest brewer and one of the top 5 consumer goods companies in the world. 6. Introduction The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, four generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world’s leading brewing groups. Today Charlene de Carvalho-Heineken is delegate member of the Board of directors of Heineken Holding N. V. 7. Introduction At the end of 2007, Heineken has expanded to a number of 119 brewers in more than 65 countries all over the world with a number of 50,004 employee in the year of 2007. (Heineken N. V. , 2008). 8. Product 9. Product * Product Definition * General: Good, idea, method, information, object, service, etc. , that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase. 10. Product: Budweiser Anheuser-Busch is an American-style lager and is one of the most popular beers in the United States. * Budweiser is made up of large proportion (up to 40%) of rice in addition to hops and barley malt. * Budweiser is produced in various breweries located aound the United States and the rest of the world. * It is a filtered beer available in draught and packaged forms. 11. * Introduced in 1982 * It was one of the first light beer s in the world * Bud Light is the best-selling beer in the U. S. and the #1 beer in the world * It’s brewed at all 12 Anheuser-Busch U. S. based breweries. Bud Light is brewed with all-natural ingredients – water, barley malt, rice, premium hops and yeast. * A blend of two and six row malt and cereal grains give bud light its clean, crisp, smooth taste. * There is 110 calories, 6. 6 grams of carbohydrates and is 4. 2 % alcohol by volume in each 12 OZ. serving Product: Bud Light 12. Product: Bud Select * Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor-despite weighing in at only 99 calories. Dark gold in color and pleasingly aromatic, Budweiser select is impressive from any angle. The Exception to the Rule. 13. Product: Bud Light Lime * Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of 100% natural lime flavor. * A light beer with 4. 2% ABV and 116 calories per 12 ounce serving 14. Product: American Ale * Debuted in September 2008. * The beer offer complex taste without much bitterness. * It is the first beer under the Budweiser name that is brewed as an ale rather than a lager. The beer has a darker color which is a departure from other Budweiser brands 15. Product: Bud Dry was introduced in the U. S. in 1990 with the slogan of â€Å"Why ask why? Drink Bud Dry. † * It was originally successful in the test markets and was expected to be a popular beer with the rise in lager popularity. * However, with the introduction of Bud Ice in 1994, Bud Dry began to decline in the mainstream popularity and no longer receives attention. 16. Product: Bud Ice * Introduced in 1994 as â€Å"Ice by Budweiser†. * Contains more alcohol (5. 5%ABV) more than Budweiser. * Bud Ice Light was introduced in 2007. * Contains 4. 1% ABV and 110 calories. 17. Product: Clamato Chelada. A blend of Budweiser or Bud light and Clamato. This bevera ge became available nationally in late 2007 due to overwhelming popularity during test marketing. * In its most basic form, the chelada is a fairly innocuous mixing of beer with lime and salt. Miller's new product, Miller Chill, incorporates these flavors in their new product, which they have slotted as a super premium light beer 18. Marketing Mix: Product Keegan and Schlegelmilch define a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. When we interpolate the above definition into Heineken, we see that all three parts mentioned above, i. e. Physical, Psychological and Symbolic apply to Heineken products. 19. Brief Summary * When looking at the marketing mix of Heineken, we see that they have only a limited amount of products as they have a large diversity of brands. Their main product is of course, ‘the beer’. Currently, they have only four kinds of beer: * Heineken Pilsener * Heineken Premium Light * Heineken Tarwebok * Heineken Oud Bruin * The last two are specialty beers available only in USA and Netherlands. Of course they have a large variety of other brands to compensate 20. Products Heineken Pilsener This is Heineken’s regular beer which is the same as the original Heineken started with. Its mildly bitter taste, fresh, fruity aroma, bright color and exceptional clarity are obtained using only the purest water, hops and barley malt. Alcohol: 5% vol. 21. Products Heineken Premium light Heineken’s Premium Light is a beer brewed by Heineken mostly for the US market. It was introduced in 2005 and took them 10 years of market research, and was chosen from twenty options. The introduction of this beer was a big step for Heineken. Alcohol: 3. 3% vol. 22. Products Heineken Tarwebok/Special Dark (USA) Traditionally brewed and drunk in autumn, this aromatic, strong beer has a full-bodied, spicy taste derived from unique malts made with roasted spring barley and wheat. It is available only in Netherlands and in US under the name Special Dark 23. Products Heineken Oud Bruin One of the most traditional Dutch beer types, ‘Old Brown’ derives its rich, dark color and taste from its dark malt and hops. Natural sugar gives it a mildly sweet, caramel taste. It is available only in the Netherlands. 24. Products: Draught BeerTender A joint venture between Heineken and the electronic company Krupps resulted in the BeerTender which is a beer tapping system for use at home. It uses small lightweight 4-5 Lt. kegs. It is a closed system meaning that only available beer is from Heineken itself. It was first introduced in Netherlands in 2004 and found its was to eight other countries by 2008. In 2007 there were already 300,000 BeerTenders sold. 25. Products: Draught 6. Products: Draught DraughtKeg Another similar product that is developed and engineered is the DraughtKeg. It is a 5 Lt keg that has the entire tapping system built into it. The keg is portable, disposable, 100% recyclable and is manufactured in lightweight steel. It was first introduced in France in 2005. In 2007, it was available in 90 countries and sold more than 10 million units. 27. Products: Draught 28. Physical: Styling an d Packaging * Budweiser has introduced many can designs with co-branding and sports marketing promotional packaging. Today, most of these promotional programs are represented only on the 16 ounce aluminum bottle container. However, many major league baseball and NFL teams also promote 24 ounce cans marked with team logos. * NFL team-specific packaging for 28 National Football League teams from Budweiser and Bud Light. * Anheuser-Busch domestic breweries will be involved in the team specific packaging campaign, which will produce more than 78 different packaging combinations on 12 million cases of Budweiser and Bud Light aluminum cans. 29. Physical: Styling and Packaging Packages are sometimes tailored to local customs and traditions * In St. Mary's County, Maryland, ten ounce cans are the preferred package. * Chicagoans widely prefer the 16 ounce can. * Michigan prefer the eight ounce can. 30. Styling and Packaging * Presently, Budweiser is distributed in four large container volumes: half-barrel 15. 5 gal), quarter-barrel, 1/6 barrel and beer balls (5. 2 gallons). In smaller consumption volum es, Budweiser is distributed in eight, ten, 12, 16, 22, 24, 32 and 40 ounce containers. Smaller containers may be made of glass, aluminum or plastic. 1. Physical: Styling and Packaging * The Budweiser bottle has remained relatively unchanged since its introduction in 1876. * The top label is red and currently reads "Budweiser". The top of the main label is red with a white banner with a pledge on it, which has changed three times. Below the banner is a coat of arms of sorts, which features an Anheuser-Busch stylization. Below that is a large white box. 32. Physical: Styling and Packaging * Through early 1950s Budweiser was primarily distributed in just 3 packages: * Kegs * 12 ounce bottles * Quart bottles 3. Physical: Styling and Packaging * Metal Container Corp. supplies more than 60 percent of Anheuser-Busch’s domestic lids. * Anheuser-Busch Recycling Corp. recycles used beverage cans, which are remelted into new sheet aluminum. This business unit provides a posit ive alternative to mandatory deposits and helps reduce container costs. A-BRC annually recycles more aluminum cans than Anheuser-Busch sells domestically. 34. Physical: Styling and Packaging * Eagle Packaging Inc. supplies 100 percent of Anheuser-Busch’s domestic crown and closure liner materials * Longhorn Glass Corp. roduces longneck glass bottles and ships all its output to the Anheuser-Busch Houston brewery. LGC supplies the Houston brewery with more than 60 percent of Anheuser-Busch’ total glass bottle needs. 35. Analysis * Budweiser packaging concentrates more on co-branding and sports promotional packaging. * The can packaging size differs from one community to the other. * Larger container volumes ranges from 5. 2 gallons to 15. 5 gallons * A distinctive coat of arms of some sort which features Anheuser-Busch stylization. 36. Physical: Styling & Packaging Styling and packaging is critical and very important for Heineken. They also emphasize this by saying the following in their annual report of 2007: â€Å" Packaging is a key element in Heineken’s marketing and innovation strategy. New pack types create new consumption moments, build excitement around our brands, improved margins and higher volumes. † In this way, Heineken moves beyond from selling just beer to selling experiences by augmenting their product. We will see some examples of the creativity and innovation of Heineken when it comes to packaging. 7. Physical: Styling & Packaging Beer is typically served in two main types of packaging, bottles and cans. 38. Physical: Styling & Packaging Paco Bottle In 2004 Heineken introduced the Paco bottle which is made out of striking green aluminum to reinforce the brand’s premium positioning. With the Paco bottle, Heineken was the first beer brand to win Frontier’s Star Product of the Year award in 2005. â€Å" Heineken has succeeded in creating a brand new high value subcategory without cannibalizing from existing sales. The product, placement and price are all well adjusted to the travel retail environment. Paco creates a premium perception in a category that has never been perceived as premium. † [Pittilla, 2005] 39. Physical: Styling & Packaging DraughtKeg The DraughtKeg mentioned earlier caused a disruption in the beer market. Its unique functionality, offering real draft beer from a keg that is scaled down for convenience, improves the customer experience. What makes this so special is that it is done by a revolutionary packaging instead of a new flavor or a new style of brewing. 0. Physical: Styling & Packaging DraughtKeg It took 15 years to develop and an investment of $15million in a new production line. It results in 12-14 beers and costs only slightly more than a regular 12-pack. Because Heineken is a premium brand, this light increase in price will not bother the consumers since they get a better and fresher taste from the DraughtKeg. Since the margins on low-end beer are too slim to support this type of delivery system, Heineken has managed to use its creative packaging abilities to disrupt the commodity beer market. 41. Physical: Styling & Packaging Heineken WOBO In 1963, the then chairman , Alfred Heineken visited the Caribbean and noticed beaches littered with beer bottles and a shortage of building materials. This gave him the idea to use the beer bottle for another purpose then just hold beer and came up with the Heineken WOBO (World Bottle). The specially designed bottle was meant function like normal ‘brick and mortar’ construction. However, only 100,000 bottles were produced and now they have become a treasured collector’s item. 42. Psychological: Entertainment Sponsorship of the world’s premier sporting events * Maintains a high-profile presence with adult audiences through innovative marketing and sponsorship programs in sports, music and entertainment. 43. Busch Entertainment Corp. * It generates solid financial returns, supports Anheuser-Busch’s beer brands and enhances the Company’s image. * Busch Entertainment Adventure parks; * New shows and att ractions (â€Å"Believe†) * Wildlife conservation and commitment to guest service: Seaworld &Busch Gardens 44. Psychological: Environment The company recognizes the importance of being a good environmental steward in the communities where it operates. * Bio-Energy * Wastewater into a renewable fuel source * Recycles more than 97 percent of the waste it generates * Projects with the National Fish and Wildlife Foundation 45. Psychological: A positive lifestyle – Enjoy Heineken responsibly In 2004, Heineken became the first alcohol company in the world to link a responsibility message on bottles, cans and secondary packaging with a dedicated alcohol education website. This website, www. enjoyheinekenresponsibly. om , holds information on Heineken’s alcohol policy and provides information on the effects of alcohol and guidelines for responsible drinking. It also can redirect visitors to organizations dedicated to the subject. 46. Psychological: A positive lifestyle – Heineken Alcohol Policy Statement Heineken formed an alcohol policy statement, Heineken Alcohol Policy Statement (HAPS), that contains eight ruling principles shown below (Heineken Alcohol Policy, 2008). 1. Responsible consumption of beer is consistent with the maintenance of a balanced and positive lifestyle for most adults who choose to drink 2. The informed individual is responsible for his/her own behaviour 3. Heineken is committed to raising awareness regarding responsible consumption 4. We demand responsible behaviour of all employees in our family of companies around the world 47. Psychological: A positive lifestyle – Heineken Alcohol Policy Statement 5. Heineken companies are charged with ensuring that their commercial activities meet legal requirements and do not encourage irresponsible consumption 6. We want to help prevent abuse and misuse through dialogue and action 7. Implementation of the Heineken Alcohol Policy is mandatory in all Heineken companies 8. We will report on our actions related to our Heineken Alcohol Policy 48. Psychological: A positive lifestyle – Heineken Alcohol Policy Statement 49. Brand Image * We are all aware that it is very difficult to taste the difference between the varieties of available beer brands when given it unlabelled, it is almost impossible for a common man to say for sure what brand is it, and there are several cases on this issue. Therefore the styling and, packaging and brand image is very important. In the world of brew, consumer loyalty is shaped by brand culture (Barnet, 2001). 0. Positioning * Globally brewed and considered as leader on the market. * Holding a 49% market share of US beer sales * Quality product, best tasting, satisfying beer on market * Target market is 21 years and older * – Fun loving * – Care free individuals * – Drink occasionally and or on daily basis 51. Positioning 52. Positioning 53. Brand Strategy * Breweries: * 14 breweries in the US * 14 in China (to be 15 soon) * 1 in the UK * Brewing in partnership with Grupo Modelo in Mexico and Labatt Brewing Company in Canada * Not sell direct to customers Good sold to wholesalers, then retailers and finally to customers * Line strategy * Brand extension 54. Brand Strategy * Brand positioning * Attributes * Benefits * Benefits and values * Brand name selection * Selection * Protection 55. Brand strategy cont†¦ * Brand sponsorship * Manufacturers brand * Co-branding * Brand development * Line extension * Brand extension 56. Budweiser Brand Health * Measuring brand health gives a view of forward momentum — keeping the brand position relevant by staying ahead of constantly shifting customer needs and competitive pressure. Brands can be eternal if nurtured well. * Budweiser feels that, the â€Å"white and red blood cells† of healthy brands are resilience and leveragability thus their brand custodians must always realize that maintaining long-term brand health is usually more important than the short-term $ gains, thus they try to promote the health of their product through sponsorship. 57. Other brands * Bud light Budweiser/Bud Select Bud Ice Light Bud Ice 58. Other brands Budweiser American Ale Bud Silver Bud Light Lime Bud Dry 59. * Budweiser & Clamato Chelada Other brands Bud Light & Clamato Chelada 60. Brand Image Heineken is a group which owns a worldwide portfolio of over 170 beer brands, mainly pale lager, though some other beer styles are produced. As of 2006, Heineken owns over 130 breweries in more than 65 countries and employs approximately 57,557 people. The global beer market is expanding steadily, despite a decline in the traditional markets of West Europe and North America to approximately 1. 5 billion hectoliters in 2005 from 1. 4 billion hectoliters in 2002. 61. Brand Image â€Å" Heineken. Meet you There† Heineken USA as leading importer of beer into the US, including the flagship Heineken beer. Alaska distributors is a wholesaler of malt beverages in Washington and Alaska. Heineken did not approve a proposed transfer of distribution rights to another wholesaler, and later terminated the existing wholesaler and appointed a new wholesaler, Alaska Distributors. The market area for the distributor was North of Seattle, Washington. 62. Brand Image Heineken total beer volume was made up- Heineken brand 18. 7%, Amstel 9. 1% and other beer brands 72. 2%. 63. Filip Wouters VP Marketing Heineken Heineken USA Brand Image Heineken is an iconic brand that represents heritage, premiumness, innovation and quality around the world and is the gold standard for imports in U. S 64. Positioning Heineken is the world’s most valuable International premium beer brand. Heineken hopes to consolidate its position within the high growth Romanian beer and mineral water market by acquiring Transylvania-based brewer Bere Mures for an as yet undisclosed fee. As of 2007, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people. 5. Positioning 66. Brand Strategy Building a winning brand portfolio centered around Heineken. Their brand strategy is to build a strong portfolio that combines the power of local and international brands and which has Heineken at its center. The consistent growth of Heineken requires solid creative brand management, which they always coordinate centrally. For the Heineken & Amstel brands, they develop and maintain central guidelines and standards for brand style, brand value and brand development. 67. Brand Strategy Heineken applies the following global brand strategy: â€Å"Our brand strategy is to build a strong portfolio that combines the power of local and international brands and which has Heineken at its center. (Heineken N. V 2005) 68. Brand Strategy 69. Heineken Brand Dashboard Heineken introduce a standard for measuring brand performance. Heineken brand Dashboard is a new system for measuring and reporting all essential keys performance indicators on sales, marketing and finance relating to the Heineken brand. This tools will make it easier to diagnose brand health issues and to have a consistent vies of the most successful growth drivers for the Heineken brand across the business. 70. Other Brand The Company’s other brands with some international distribution are Amstel which sold 630 million liters, Buckler, a nonalcoholic beer, which sold 90 million liter and Murphy’s Stout, recently acquired. As a result of acquisitions, Heineken also oversaw the brewing of many local and regional beer brands marked by its subsidiaries, such as Bir Bintang, the leading Indonesian brand. 71. Thank you