Examine the key principles of utilitarianism Essay Example for Free

Examine the key principles of utilitarianism Essay The theory of utilitarianism determines the rightness or wrongness of an action by its consequences. This is determined by measuring the amount of pleasure or pain brought to someone caused by an action. Utilitarianism is a teleological theory of ethics, this means that it is concerned with the outcome and the consequences, meaning that an act is not right or wrong in itself but is right or wrong depending on the outcome of said action. The main founder of this theory was Jeremy Bentham (1748-1832). Bentham worked to fight many things during his time such as industrialisation, mass migration and poverty. Utilitarianism is a relativist system – meaning there are no fixed rules, it is also concequentialist – this means that morality is by the consequences that directly follow an action. Utilitarianism tends to be brought down to one main rule and that is: ‘The greatest good for the greatest number’ whilst the principle of this rule is aimed to satisfy the majority, it does have its flaw is the fact that the minority still suffer. The principle of utility, as mentioned before, is: ‘the greatest good for the greatest number’ this means that if certain situations occur, advocates of utility would always choose the option that brought about the most pleasure for the most amount of people, this means that they would choose the action that brings about the better outcome, regardless as to whether or not the action may be perceived as right or wrong by society in normal circumstances due to the fact they are interested in bringing the most amount of pleasure possible. However, with this principle, comes a downside in the fact that whilst the majority may be satisfied or happy in a particular situation, there will always be a minority, regardless of how small, that are unhappy. However followers of the principle of utility may be encouraged to engage in wrong doings such as torture, whilst most would see this as an awful act, in certain circumstances, utilitarian’s may still take part in the act as it would bring about large amounts of pleasure for a large amount of people, with the minority still suffering, in this case, the person who was being tortured. The fact that utility is based on bringing about happiness this means that anyone who is an advocate of utilitarianism or follows the theory, is hedonistic, this means that they strive for pleasure and seek to avoid pain as often as possible, however what might be pleasure for some, may be pain for others. One that point, some may say that pleasure is subjective, meaning that pleasures are all different for different people, for example in a situation one may choose the option that he/she thinks will bring about a certain pleasure that they enjoy, however because they enjoy it, doesn’t me everyone will, so in actual fact even though they are trying to bring about pleasure due to their own tastes, they may not be causing any pleasure at all and may even cause some small elements of pain, due to the fact that people have different ideas on what pleasure is. Along with the point of different types of pleasure, J. S Mill stated that there are higher and lower pleasures in society, whilst he was around during the 19th century, obviously people’s views on pleasure has changed, however, Mill was thought to believe that opera and poetry were among the higher pleasures in life, whereas today, they may be seen as lower pleasures. One main question may be, ‘how does one measure pleasure?’ and in answer to that, Bentham devised the hedonic calculus, a form of calculation, designed to work out how great the pleasure or pain is that results from a particular action. There are 7 significant criteria identified by Jeremy Bentham and they are: Intensity (intense pleasure is the best), Duration (pleasure is better if it lasts longer), Certainty (pleasure that is definitely going to happen), Propinquity (pleasure that is close at hand), Fecundity (pleasure that promotes further pleasure), Purity (pleasure not mixed with pain) and Extent (pleasure that affects people). In order for an act to bring about a high amount of pleasure, it must satisfy majority of the criteria above, whilst it may be near impossible to find an act that satisfies all of the criteria, a pleasure will still be regarded as high or low, based on the amount of criteria met. Another key aspect of utilitarianism is that whilst there is act utilitarianism that focuses on the consequences regardless of the action taken place, there is also rule utilitarianism, created by J. S Mill. Rule utilitarianism the principle is applied to a selection of rules which are in turn, used to determine what to do in a particular situation. With rule utilitarianism, acts are either right or wrong regardless of what the outcome is. Rule utilitarianism can be easily compared to and agreeing with the law, in the fact that there are certain acts that are just plain wrong due to the fact that they are unlikely to bring out pleasure for a large amount of people, such as: murder or theft. With rule utilitarianism, it avoids the problem of ‘evil’ pleasures found with Bentham’s view, such as sadism. Rule utilitarianism also tends to bring about the most amount of pleasure without excluding the minority that suffer like act utilitarianism does, as rule doesn’t allow crimes against minorities that benefit the majority and allows the concept of justice. Rule utilitarianism came was devised due to the criticisms of Bentham’s act utilitarianism, in the case that act utilitarianism just follows the rules instead of trying to predict the outcomes. As well as the two already mentioned, there are more types of utilitarianism, such as: Preference utilitarianism and two-rule utilitarianism. Preference utilitarianism was devised by Peter Singer (1946-present), preference utilitarianism sought a way of decision making that took in to account the interest of the minority, unlike the previous theories. Singer stated that every individual’s preference must be taken in to account when deciding the best interests of the group and not only that, but every ones interests should be given equal value. Whilst the interests of the minority are more concerned with in this theory it still follows the fact that the right thing to do in a situation is what is best for the greatest number, however it has no reference to pleasure or pain. Preference utilitarianism has its own value that is followed, and that is: ‘The greatest amount of preference satisfaction, for the greatest amount of people’. With this theory it has advantages due to the fact that the minority do not tend to suffer as the ideology is concerned with preference satisfaction. The other utilitarianism was two-rule utilitarianism. This theory was created by R. M Hare (1919-2002) this is a theory that satisfies both act and rule utilitarianism by bringing both of their values together. In this theory, morality, based on rules and customs is acceptable for most situations, but occasionally we will need to use utilitarian thinking where we have to consider the consequences of an action. Whilst there is many different criticisms of both act and rule utilitarianism, Hare tried to bring them together with altercations to satisfy any criticisms. Those are many of the different important concepts that involve utilitarianism There are many key aspects to utilitarianism that I haven’t mentioned such as negative utilitarianism, Karl Popper (1902-1994) and motive utilitarianism, Robert Merrihew Adams (1937-present) these are all based around the main principle of utilitarianism however are not as well known as the other theories. Each of the features mentioned are key when it comes to understanding utilitarianism however, overall, I believe that the fact that everything fits in with everything else makes it a rather simple subject, on the whole, you know what the principle is and how simple it is, you know other theories that potentially challenge said theory but most of all you are given a way to measure and calculate it all. Overall I do agree with the theory of utilitarianism as life should be about pleasure and happiness, even if it is not available to you, either find it or bring it to others by an action. As a person who is an advocate of happiness and a hater of physical pain, I believe that life should continuously be one big happy moment, with that in mind, I would have to agree with the theory of utilitarianism, as its main principle is shared with my positive outlook, ‘bringing about pain for as many people as possible’. To what extent are these important concepts undermined by relevant criticisms (9) It could be argued that pleasure is subjective, meaning that pleasure is different for different people and may even link in with a social context in the fact that, what certain people find to be pleasurable may depend on social class, environment, background, social/peer groups etc , in the fact that an upper-middle class man may think of pleasure to be poetry or theatre, whereas a lower-working class man, may view pleasure as going to watch their favourite sports team and may find poetry or theatre boring, and vice versa. With that in mind we can refer back to J. S Mill’s theory of there being higher and lower pleasures, given this, it may affect the ideology of hedonism, in the fact that people all strive for happiness but with the idea to avoid pain. Another criticism is that utilitarianism as a whole can justify wrong doings in desperate times of need, such as torture, in extreme situations; it may be seen as justifiable to torture someone as long as it will bring about happiness to many people, even though such an act would usually be considered as unjustifiable and unequivocally wrong. Some critics of utilitarianism may also argue that pleasure has a negative knock on effect in the fact that pleasure for one person may cause pain to another, for example, if a job came down to two desperate people, whoever got it would be happy, the other; sad and upset. Some say that measuring pleasure was hard and therefore the hedonic calculus was created to make it easier, however it is still hard to apply and can also be impractical for quick response situations, where time is of the essence and not all of the criteria can be fully applied. The idea of utilitarianism is to predict outcomes and see how much pain/pleasure a particular action would bring; however, humans are not psychic and cannot accurately predict the future or the outcomes of an action. Linking to the point about one personas happiness comes another person’s pain, on a larger scale, whilst applying the utilitarianism principle, people are favouring the majority at the expense of the minority, whilst, in comparison they may seem more insignificant, when taking in to account the amount of people you’re helping, they are still humans that deserve happiness and avoid pain just like anyone else. Overall I do believe that there are many potential criticisms of the utilitarianism ideology however, I do not think anyone can argue against it by challenging its purpose and principle of bringing about happiness to a large amount of people, which in reality, is what most people strive for in life, as some would argue that there is no better feeling than happiness and joy.

Traditional Celebrations in Indonesia :: Essays Papers

Traditional Celebrations in Indonesia Introduction Indonesia is the world’s largest archipelago. Archipelago is a large group of islands. Indonesia is composed of more than 17, 000 islands. West Indonesian Time zone, East Indonesian Time Zone, and East Indonesian Time Zone are the three climate zones in Indonesia. Indonesia is geographically located between the Indian Ocean and the Pacific Ocean. Its area is slightly less than three times the state of Texas. Indonesia borders East Timor, Malaysia, and Papua New Guinea. The climates in this country are tropical humid and tends to be more moderate in the highlands. Petroleum, natural gas, nickel, timber, bauxite, copper, fertile soil, gold, and silver are Indonesia’s natural resources. There are occasional floods, severe droughts, earthquakes, and volcanoes that occur every so often. Indonesia’s population is 205,000,000 people and 88% of the population is Muslim. Javanese is the main language. The capital of Indonesia is Jakarta. Indonesians have many brilliant wa ys of celebrating certain celebrations. I am going to be writing about celebrations in Indonesia such as: Indonesian’s Independence Day, a Traditional Wedding Ceremony, the Seventh Month of Pregnancy, and Ramadan. Independence Day August 17, 1945 is the date on which the Indonesians proclaimed their Independence. â€Å"The Indonesians fought and earned independence after more than 300 years under the Dutch occupation and followed by the Japanese occupation†(â€Å"Indonesian Independence Day† 1). Ever since this date, Indonesia celebrates their independence on the 17th day of August. This is just like the United States of America celebrating our independence on the Fourth of July of every year. Preparations for this holiday begin long before the actual celebration occurs. These preparations begin weeks before August 17th. Banners are hung all over. The banners consist of red and white colors. Red and white decorations are scattered all over and the words Long Live Indonesia can be seen almost everywhere. Indonesians use red and white for their banners because these are the colors of their flag. Indonesia’s flag has two horizontal stripes. The first stripe on the top is red. Red represents human blood and the white strip on the bottom symbolize the human spirit. Special activities are prepared for all of the neighborhood children. The schools also hold games and contests amongst the classes to see which class can decorate in the most patriotic manner. Musical selections are also held before and after Independence Day. A clean up day is usually held before the 17th to clean the streets, clean the gutters, and anything else that appears dirty.

Case in motivation and teamwork of Starbuck Essay

                 Formal teams are teams whose structures are clearly defined mainly of the basis of specialization. In these types of teams, the members are not equal and every one of them has a rank (Moorhead & Griffin, 73). For example, there are managers, supervisors and other junior employees. It is worthy noting that every member of a formal team performs their specific duties. For example, managers stay in their offices and issues directives to their juniors. On the other hand, informal teams have no structure and all team members are seen as equal regardless of their specialty. In these types of teams, any member can perform any task. Question 2               A team in Starbucks consists of three to six people and this helps the employees to know each other well. Any opinion expressed by employees is given an equal significance regardless of their position.                The top management at Starbucks work together with their juniors which makes them more familiar and closer compared to other bureaucratic companies.               The management at Starbucks treats all employees as equals and this is aimed at reducing the gap between the employees and the management.                   The top management at the company believes that employees are its main spirit. Consequently, the management adopts an interactive organizational structure that makes the employees love their jobs and perform them with passion. Question 3 a) The size of a team is an important factor because it determines how well the team members know each other. This is important because it brings about cohesion in the work place. b) The first benefit of Starbucks having small teams of staff in every branch is that the team members get to know each other better. Secondly, it improves communication within the group. Question 4                From the Starbucks case study, it is clear that there are three major issues that the company needs to address in its planning process namely listening to the opinion of its employees, equal treatment and ensuring good welfare for the employees.               Equal treatment- this is one of the major issues that the company needs to address in its planning process. Equal treatment requires all employees to be treated equally regardless of their position. According to the case study, it is clear that the management at the company treats all employees as equals and refers to them as partners. This is important because it narrows the gap between the employees and the management. Treating every employees fairly and equally in the workplace results in a friendly working environment. Consequently, if the issue of equal treatment is addressed in the planning process, it will help in creating closer working atmosphere and good management (Rynes & Rosen 64).                Listening to the employees- listening to the employees is other issue that requires to be addressed in the planning process. From the Starbucks case, it is clear that the company wants every employee to take part in developing plans and work as a team to achieve the set goals. Consequently, the company’s principles and policies are communicated to all employees, and there is no restriction in the employee’s individual opinions. By listening to the employees, makes them feel important which in turn motivates them hence increasing their productivity (Rynes & Rosen, 83). References Moorhead, G., & Griffin, R. W. Managing organizational behavior. (10th ed.). Cengage Learning., 2012. Print Rynes, S., & Rosen, B. A field survey of factors affecting the adoption and perceived success of diversity training. Personnel Psychology, 1995. Print Source document

A Comparison of Nihilistic and Christian Archetypes in...

Grendel, Beowulf and the Relationship Between Nihilistic and Christian Archetypes The Wisdom god, Woden, went out to the king of trolls†¦and demanded to know how order might triumph over chaos. â€Å"Give me your left eye,† said the king of trolls, â€Å"and I’ll tell you.† Without hesitation, Woden gave up his left eye. â€Å"Now tell me.† The troll said, â€Å"The secret is, Watch with both eyes!† Woden’s left eye was the last sure hope of gods and men in their kingdom of light surrounded by darkness. All we have left is Thor’s hammer, which represents not brute force but art, or, counting both hammerheads, art and criticism†¦ The philosophies expressed in the Beowulf epic complement the exploration of existentialism throughout the modern work,†¦show more content†¦Beowulf (G), the hero, is able to identify Grendel (G)’s pattern and destroy him. Since mankind could only defeat Grendel (G) by creating a hero more powerful than him, the hero represents a kind of process that ultimately creates a greater monster. Therefore, using these archetypes, Gardner and the Beowulf poet use the same story to illuminate the difference between ancient and modern society; Beowulf (AS) is the proper representative of the Anglo-Saxon society, and Grendel (G) is the proper representative of the modern world. Grendel’s role remains the same in both books; the role of a monster that embodies humanity’s fears, a creature that human society creates. Grendel (AS) exists as a mindless perversion of nature. He represents one branch of the human society created by God that is distorted by evil. However Grendel (G) exists as just another aspect of nature, outside of human society; until he is transformed by his contact with mankind, the concept of â€Å"monster† does not apply to Grendel (G.) â€Å"In viewing the monstrous body as a metaphor for the cultural body†¦beasts, demons, freaks, and fiends are symbolic expressions of cultural unease that pervades a society and shapes its collective behavior.† (Cohen). This is especially true of Grendel (G), whose attempts to interact with

Analysis of The Cloud” By Percy Bysshe Shelley - Free Essay Example

Sample details Pages: 5 Words: 1549 Downloads: 9 Date added: 2019/10/10 Did you like this example? The cloud by shelley, is a poem that uses the first person point of view in its narration. In the poem, the clouds give rain, snow, hail, moistures and provide shades. It is guided by thunder and lightning through infused electricity. Don’t waste time! Our writers will create an original "Analysis of The Cloud† By Percy Bysshe Shelley" essay for you Create order Beams spread to over sky when the rising sun is covered by the clouds. When the wind removes the cloud cover, the stars and the moon gets reflections from the water bodies (Liu, Xiaochun, 54). In general, the poem is a vivid description of the water hydrological cycle. The title of the poem in itself is a metaphor that the poetess intends to communicate to the reader, about the dynamics of nature. Shelley explains vividly about the functioning of the water cycle, while placing the cloud at the center and personifying it with human capabilities to make the poem look alive and actionable (Liu, Xiaochun, 54). She makes the clouds to resemble a minor divinity by describing its non-terminable continuity. The cloud, a poem by Shelley, obtained from (Shelley, Percy Bysshe, 28), makes use of different description of colors, size shapes, texture, sunlight, darkness, and movement of the clouds, whiles relating abstraction objects to concrete features. The theme of the poem is the hydrological cycle and its resulting water system. This paper presents a discussion of the different figures of speech and the use of imagery in the poem to create vivid images of processes and features in the poem. In the first stanza, the cloud takes the credit of bringing fresh showers and quenching thirst flowers. Here, the reader is made to imagine of the goodness of the cloud. One can figure the looks of the thirsting flowers and the feeling of thirst. Thus, the poetess appeals to the senses of both sight and taste, especially when she talks about the seas and stream. Any reader will imagine the difference between the seas and the streams as the size of the water body, hence, the size. Another appeal to the sense of sight in the poem, includes the phrases such as â€Å"light shade† (line 3), where the poet implies the intensity of the shade. The phrases: â€Å"whiten the green plains,† â€Å"the snow,† â€Å"pillow white,† â€Å"Lightning,† and â€Å"Heavens blue smile†, appeals to color and thus sight of the reader. These phrases have been applied in the vivid description of the different objects and processes in the poem, to give the reader a clearer image. The poem has also qualified many objects as concrete through giving the color, behavior, and texture. For instance, the lines: â€Å"From my wings are shaken the dews that waken† (line 5), â€Å"rocked to rest on their mothers breast†, (line 7) â€Å"lashing hail† (line 9), and â€Å"With hurricane, fire, and snow† (line 10 , stanza 5), makes the reader to imagine the nature of the particular features. The reader can also assume the texture of the objects, thus, appealing to the sense of touch. The poem creates a strong visual imagery by referring to the sunrise as sanguine† and describing its reddish color. The poetess has mentioned thunder twice. For example, in the last line of the first stanza, the cloud is personified to laugh and pass in thunder. This makes the reader to imagine of ‘walking’ and the voices of laughing or the strange voices of a thunder. These present the reality of the water cycle system that involves similar thunders and lightening as described. The line; â€Å"And their great pines groan aghast† (line 2, stanza 2), suggests the effects of the thunder on the snow, and mountain below the clouds.   Aghast is a suggestion of shock and horror which may imply the effects of thunder striking. This line makes the reader imagine of the intensity and the force of the thunder, thus, appeals to the sense of hearing. Thunder has been mentioned again in the seventh line of second stanza for more emphasis. Line 9 of stanza one says, â€Å"I wield the flail of the lashing hail,† thus, suggesting that the clouds were moving in a violent and in a convu lsive way. Elsewhere in stanza two, the poem says  Ã¢â‚¬Å"Over the rills, and the crags, and the hills† (line 130) â€Å"Over the lakes and the plains â€Å"(line 14) The two-line suggest the texture of the size of the cliff (crag) and the size of the streams (rills). This appeals to the sense of sight and a touch of the reader. Stanza four contains the phrases such as: â€Å"Glides glimmering oer my fleece-like floor† (line three), â€Å"tents thin roof† (line 5), â€Å"and I laugh to see them whirl and flee†, (line 9), â€Å"wind-built tent’ (line 11), and â€Å"Like strips of the sky† (line 13). These phrases suggest the looks and the texture of the respective subject nouns, to the reader. They make the reader to develop the relative images of the nouns in the correct colors and shape dimensions. They appeal to the readers’ sense of touch and sight. Another example of appeal to senses is when the poem says â€Å"his burning plumes outspread†. As the reader thinks of the fire, one can imagine of the odour that comes out of a burning arrangement of feathers, thus appealing to smell.   The appeal to senses integrates the reader with the real experiences of the nature of water cycle. Further, in the last line of the stanza 3, the poem appeals to emotions of the reader when he uses the simile saying â€Å"As still as a brooding dove† thus, suggesting the deep thought about a sad, angry, or worried situation. Other uses of simile to appeal to the understanding of the reader and make the poem more vivid includes the use of â€Å"Like a swarm of golden bees† (stanza 4, line 10), â€Å"my fleece-like floor† (stanza 4, line 3), â€Å"Like strips of the sky fallen†¦Ã¢â‚¬  (stanza 4, line 13), â€Å"with a bridge-like shape,†, (stanza 5, line 5), and â€Å"I hang like a roof,† (stanza5, line 7) among several others (Shelley, Persy Bysshe, 34). Shelley even integrates the use of simile in a rhythmic flow to make an interesting flow in the poem and thus create an appeal to heartbeat voice of the reader. For instance, in the second last line of the poem, she says â€Å"Like a child from the womb, like a ghost from the tomb† t hus suggesting a course of the real actions to the reader. More to the similes and personification discussed above, the poem has a range of metaphor. Remember a figure of speech is the manipulation or repetitive use of phrases or words in a distinctive way, with the aim to create a certain desired results in a writing.   The several uses of metaphors include† Build up the blue dome of air,† â€Å"million-colored bow,† â€Å"he moist Earth was laughing below,† â€Å"dances about the sun,† â€Å"wield the flail of the lashing hail,† â€Å"And laugh as I pass in thunder† (Shelley, Persy Bysshe, 34). Actually, most of the personification of the cloud can be taken to be a metaphor. Anaphora has also been used in the poem. The pronoun I have been used at the beginning of several lines and stanza to create a uniform rhyme and a beat of flow. The word ‘over† is used at the beginning of two consecutive lines in the second stanza. The phrases: â€Å"flail of the lashing hail,† â€Å"fresh showers for the thirsting flowers,† â€Å"Over the rills†¦ and the hills,† â€Å"l the while bask in Heavens blue smile,† â€Å"back of my sailing rack,† â€Å"on the jag of a mountain crag†, and â€Å"the crimson pall of eve may fall† among several other contains a systematic use of Assonance (Shelley, Persy Bysshe, 34). The assonance makes the poem to be interesting, have a flow and an internal rhythmic meaning. Assonance helps the poem achieve emphasis and cohesion in the word stretch. Conclusion Indeed, the appeal to the senses of the reader by the poem is inexhaustible. Shelley has used imagery broadly to create a vivid image of the features and processes in the poem. She gives the moon immortal characteristics that give nature powers of a human. She uses personification in the poem and ensures that the poem appeals to the senses of the reader through imagery and figurative language.   Some of the personifications includes â€Å"I bring fresh showers for the thirsting flowers,† (stanza 1, line 1), â€Å"I bear light shade for the leaves when laid† (stanza 1, line 3) â€Å"I sift the snow on the mountains below, â€Å"(stanza 2, line 1), â€Å"â€Å"I am the daughter of Earth and Water† (stanza 6, line 1), â€Å"I am the daughter of Earth and Water† (stanza 7, line 1) (Shelley, Persy Bysshe, 34). There are many other personifications that transform the understanding of the reader on actions to assume a human environment. The poem is multiform since it changes its phases from a stanza to another.   Shelley uses a vivid description of the natural phenomena in a personified language that creates imagery to the reader and appeals to the senses of the reader in an interesting manner. The unique style in this poem communicates the theme of the poem in a clear and interesting manner such that the reader is able to relate thing from the beginning to the end. Work cited Liu, Xiaochun. The Master of All Things: The Human Soul in Shelleys Poems. Cross-Cultural Communication 11.4 (2015): 54. Shelley, Percy Bysshe. Shelleys Poetry and Prose. Digireads. com Publishing, 2015. Shelley, Percy Bysshe. The Complete Poems of Percy Bysshe Shelley:(A Modern Library E- Book). modern library, 2013. Shelley, Persy Bysshe. The Complete Poetrical Works. Media Galaxy, 2015. [bookmark: _GoBack]

Alcohol As A Dangerous Deadly Weapon - 1677 Words

On January 16, 1920, the government passed the 18th amendment, which banned all alcohol from being manufactured, transported, and sold in the United States. But it is ironic how the prohibition just brought in more of what it was trying to outlaw. The American citizens of course did not like this law so they eventually opened more bars and kept drinking illegally. Even going back to indigenous roots of Latino/Hispanics, alcohol has been a huge component to celebrations, traditions and social upbringings. The use of alcohol can be seen as one of the most important social lubricants in society. For nearly thousands of years, alcohol has taken the role of providing enjoyment and the capability to bring people together, which of course proves its strong influence it has on culture. Often alcohol is overlooked in society, despite the good qualities alcohol can bring among people it also has its many negative qualities. Alcohol is a dangerous deadly weapon used in the wrong way for the wro ng reasons. Alcohol includes beers, wines, and liquors and the variety of alcohol has become so great in numbers that people no longer need to have a reason to drink. But unfortunately, some individuals do find reasons to drink and those reasons might be because they are trying to cope with an issue. Many individuals in the Rio Grande Valley come from broken homes and or are experiencing troubled times. Instead of talking about the problem and addressing it, individuals go to alcohol and hope toShow MoreRelatedThe Problem With Gun Control1016 Words   |  5 Pagesconcealed weapons on campus, they are dangerous. Guns should not be allowed on college campuses because students are not fully matured, are under the influence, and it affects the learning environment. Students are not fully developed by the age they start college. 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Thoughts along this line are foolish at best and deadly at worst. Unfortunately the worst case scenario is all

Marketing Strategy for a New Soft drink Product to Be Launched in Asia free essay sample

The new product is called Cheers, a refreshing, ubiquitous, fashionable, value for money lifestyle drink. It promises the benefits of status, thirst-quenching, and easy access. Cheers, a new soft drink product is the identified subject in this strategy paper. It is intended to be marketed and distributed in the different country markets in Asia. It will compete with the established global brands. This is projected to be at par with the premium global brands at a fraction of the price. Its positioning can be summed up thus: an alternative lifestyle drink to rival Pepsi and Coke in Asia, conferring status and thirst-quenching benefits. Also, it comes with a taste tailored to the palate of the local populations. It is sold at a fraction of the cost of similar premium lifestyle soft drinks. As such, it brings the benefit of a value for money drink for cost-conscious Asians aspiring for a modern, hip lifestyle. Explain how you are segmenting the market. Why did you choose this method of customer segmentation Be specific. The company shall explore various segmenting variables. They are based on existing literature on market segments in the region. Kotler et al proposes various such possible segments within a country, in accordance with the proposed method. Common demographic variables such as age, generation, family size, gender and income can apply. Psychographic variables such as lifestyle and personality have also been applied in the region’s population in the past. Behavioral segmentation variables suggested included occasions, benefits, user status, loyalty status, and buyer-readiness (Kotler et al. 1999, p.273).   Intuitively, one can say that the market for soft drinkers in Asia tilt heavily toward the young. One arrives at this conclusion when one looks at the chosen target market of competitive products. I have chosen age, because as a segmenting variable, it can be considered broad and generic enough. It can be easily applied across countries of varying sophistication and level of development. Intuitively also, one can say that the variable is precise enough to be able to define a target market that is a perfect match for the product. Perfect match means that the marketing and sales potential of the product can be realized. Who is the target market? Be specific—use demographics, psychographics (lifestyle), etc to identify your customer. Two things are to be considered in determining the target segment. One, we determine that age is to be the segmenting variable for the exercise. Two, the product is being positioned as a value for money alternative to more established premium soft drink brands such as Coke and Pepsi. Given the two considerations, the logical target segment would be the age bracket being targeted by the direct competitors of the product. For instance, in India the target market for Pepsi and Thums are those in the age group of between 12 and 29 years old (Agencyfaqs! 2002). Given this assumption, we conclude that the target market for the new product should be the same age group of young people across the different countries as Pepsi’s target market. The benefit of Cheers to the target market is that it contains less sugar but perks up one’s energy level. What are your products’ benefits to the target market? The product’s benefits are low price, increased energy, increase image and status and affordable price. And since we are also using the value-based pricing method, we want to base the price on the effective value to the customer relative to alternative products. Thus, the benefit of the product will be a lower cost even to the younger populace. At what price will your product be introduced? Why?   My product will be introduced at $0.65 because it is worth its value in quality. We are also aware that customers are price-sensitive and we are sure that the quantity demanded will increase significantly if the introductory price is affordable. Also, we have packaged the product such that it will gain mass appeal fairly quickly. What pricing strategy are you using? Why? I am using a promotional discount strategy because this is the one the company is able to give at the start. When dealers get a big bulk, they get a promotional discount of up to 20 percent. This way, they are encouraged to promote the product the fastest way possible because they know that they can get additional cash discounts if they are able to sell a huge volume. What objectives will be accomplished by using this strategy? Be specific. Pricing objectives that will be accomplished by using this strategy is the current profit maximization that the company will badly need in rolling out the product successfully in the market. This is because the company wants to maximize current profit, taking into account revenue and costs. The pricing objective of maximizing quantity will also be accomplished because we want to maximize the number of units sold and the number of customers served so that just in case we lower the price later, this will be a buffer to the company. Why is the product worth this price? The product is worth this price because it is in keeping with the aura of class and elite, and at the same time, being equally available to the lower class market. It will also be competitive with the current prices of other soft drinks in the market. Identify and explain what prices you should charge at each stage of the PLC? In the case of Cheers soft drink, the product life cycle model identifies the market phases that products may go through during their life times. These are the Introduction stage, Growth, Maturity, Decline and Termination. During the Introduction Stage or the New Product Development Stage, it is recommended that a minimum introductory price be charged. It is during this stage that the dominant strategic concerns are with product development (R D), finding customers (marketing) and paying for start-up, expansion and marketing programs (finance).   It is recommended that a $.65 charge be given per bottle. Marketing here is aimed at educating potential customers about the product rather than pointing out product differences or building identity for the firm’s product. In the Market Introduction Stage, new distribution channels will then be sought like getting Walmart to carry the product. Marketing activity tends to remain at a high level. However, the nature of marketing changes from educating consumers to an emphasis on product differences and brand identity. One competitor’s sales growth does not have to come at the expense of the other and new competitors. However, as a business’s sales increase, the market share of any one competitor is likely to decline. In the Growth Stage the firm shall seek a competitive advantage by lowering prices. Significant price cuts may further stimulate product demand. During the Maturity Stage of Cheers, a major strategic issue is the need to reduce per unit costs. Cost cutting may involve closing plants or eliminating levels of management, and automating. One strategy for Cheers is to maintain or even try to increase market share at the expense of competitors. Pricing is likely to be more competitive. The pricing here will be set at about $.60 since distribution to a large number and a wide range of customers may be crucial during the maturity stage, particularly if a competitive advantage is difficult to achieve through either lower per unit or product differentiation. During the Decline phase of the product, there will now be a more strategic emphasis on efficiency (reduced costs per unit) continues to be strong. This effort may be associated with reducing capital investment, rather than holding it steady. Here, the price will be $.55 since at this stage, product options and variations often are standardized and their number reduced. Efforts will now be made to improve marketing efficiency. In the Termination Stage, product availability may be reduced sharply. Correspondingly, the price will be reduced and even promos will be given out. References Agencyfaqs! 2002. Thums Up: The Journey from ‘Old to ‘Grown Up.   Agencyfaqs news and features Accessed 5 Sept. 2006 at http://www .agencyfaqs.com/news/effie/effie_thumsup.html Kotler, Philip, Ang, SH, Leong, SM, Tan, CT, 1999. Marketing Management: An Asian Perspective. Prentice Hall Pte Ltd., Singapore.