Recent orders
Activia Case Study Analysis
Activia Case Study Analysis
Name
Institution
Activia Case Study Analysis
One of the most important factors that influence the success of an organization’s marketing processes is understanding the behaviors of consumers and devising effective strategies to woe them. Activia, an organization that deals with yogurt, has used varying strategies to woe consumers in different international markets, depending on the expected behaviors of the consumers. The purpose of this paper is to evaluate the content of Activia’s website with regard to its assumptions about the behaviors of the consumers in different countries and the key target group of the company’s products.
Discussion
Activia’s main website site has various elements that help to discern the company’s assumptions about the behaviors of targeted consumers. The home page displays a big image of Shakira, a singer who is well known worldwide. Next to her is a message indicating that Activia is working with the World Food Programme and Shakira to enhance the awareness of individuals about the significance of good nutrition and to donate meals to school children (Activa, 2014). Also, the page displays the video of the song that Shakira composed for the soccer World Cup that was held in Brazil in June and July, 2014 (Activa, 2014). There are also images of people watching soccer and the products sold by the company. The content of the home page indicates that Activia assumes that the consumers of its product value good nutrition, attach higher value to products and services that are endorsed by celebrities with good reputation, and value activities that enhance health, such as playing soccer. Also, the content indicates that Activia assumes that the consumers of its products value organizations that are involved in constructive social activities within the communities where they operate.
Each of Activa’s local websites for the different countries has unique features. While the site for the US is written in American English, the site for Italy is written in Roman. The site for the US displays only one young lady holding a yogurt, while the site for Italy displays many images that are meant to encourage good nutrition and healthy lifestyle (Activa, 2014). Both the main and the local sites for Activa portray healthy middle-aged persons and middle-aged persons who are engaging in lifestyles that enhance good health. Overall, content of the website indicates that the company targets middle-aged persons between 25 and 55 years. Activa reaches this target effectively through clearly describing the health benefits of its products, and through pricing and packaging that appeal to middle aged persons.
One of the key areas that Activa should consider changing is market segmentation. Currently, the company seems to target the middle-aged persons only. Apart from the middle-aged persons, Activa should also portray young people and older persons in advertisements and explain the benefits that its products have on them. The company should also modify its packaging and prices to make them appealing to the younger and elderly persons. On top of targeting the middle-aged, young and elderly persons, Activa should also target low-, middle- and high-income earners. The company can achieve this through product differentiation (Pride & Ferrell, 2010).
Conclusion
Activa assumes that the consumers of its products value good health, like products endorsed by celebrities and value organizations that are socially responsible. The company’s local websites have different features that are designed to suit the unique needs of consumers in the different target markets. Activa targets middle aged persons. The company should change its advertisement strategy and focus on more groups. On top of the middle-aged persons, Activa should target additional consumer segments such as young persons, elderly people and low-, middle- and high-income earners.
References
Activa (2014). Available from, http://www.activia.com/en-us/
Pride, W. M. & Ferrell, O. C., (2010). Foundations of Marketing. New York, NY: Cengage Learning
Actions Of Rosa Parks And How They Influence The Equal Rights Organizations
Actions Of Rosa Parks And How They Influence The Equal Rights Organizations
Early efforts and actions of Rosa Parks have significant implications to the equal rights organizations of today. This paper looks at the actions of Rosa Parks and how they influence the equal rights organizations of today. Rosa Parks was born in 1913 and was raised during era characterized by segregation and black suppression. Black suppression and segregation were considered normal way of life. Her life started from a humble background to a great position such that she could help in fighting for human rights in various ways. Her legacy has contributed much to people’s improvement especially in terms of rights and the lives of African-Americans in the United States. Many organizations have found it worth to keep the legacy of Rosa Parks alive by empowering and educating African Americans. Her urge to fight for the rights of the African-American community as well as empowering them could have been facilitated by her previous experiences and social life. She once worked as a seamstress for white residents in Montgomery. These residents were great supporters of African-Americans and their struggle for equal rights and freedom.
Rosa Parks mainly became an active in the work of civil rights during the 1930’s. She was among the first women to have ever joined the Montgomery National Association for Advancement of Colored People (NAACP) (Roosa, 2013). She contributed much especially when she joined this association. During that time black people were highly discriminated. African Americans could hardly sit wherever they wanted especially when travelling in a bus. It was required that African Americans sat in the black section of a bus specifically the back section. It was also required that when the front section was filled up, some black people would have to give room for the white people who would have just boarded the bus. Sometimes it was very traumatizing to see the bus driver taking off even before a black person from the white section had entered the back section via the back door (Wiley, 1961).
Rosa was caught up in the situation when she was asked by the bus driver together with three black men to shift so as to give more room for white people within the white section. Rosa refused to move but the three men gave way to white people. She was arrested and taken to jail. She was however bailed out that same evening. She had hardly planned for this incidence but she was ready to stand for her rights. Her drive was the attempt to terminate the feeling of being humiliated. This incidence aroused the feeling that her community was unfairly treated. Rosa was hardly the first person to resist giving room for the whites but she had the power to influence other leaders of civil rights in championing their cause. People hardly found fault with her character and therefore she could generate influence to many activists of civil rights (Wiley, 1961). A boycott was organized in which African Americans refused riding the buses until the aspect of facing segregation ended. This happened for more than one year by choosing to walk to work, carpool, or ride in cabs. This incidence marked one of her early influences.
Rosa was influenced by Martin Luther King Jr. as well as other people such as her grandparents, her mother, as well as the society youth. The society was however her greatest influence since she worked hard to better the society. Her influence to the society was facilitated by her great education and much experience in the hardship experienced by other African Americans. He fight for civil right was not through a call for hatred against the whites of even acts of violence. She was ready to initiate a belief that all people are equal and deserve equal treatment despite their perceived differences. She was not the only black American receiving unfair treatment but most other people could hardly stand against unfair treatments. This could be due to their lack of being members to any active groups or associations calling for civil rights and equal rights to all people. Rosa was involved in a group, which had strict goal of achieving equality among all people irrespective of their skin colors. This involvement contributed further to her strength, which is also reflected in equal rights organizations of today (Racial Influence, 2013).
The legacy of black Americans, now African Americans, is today felt through the efforts Rosa Parks among other equal rights activists such as Martin Luther King. Her efforts have contributed to great improvements in the lives of African Americans in the United States today. Due to her struggle and sacrifices to generate a better future for the African Americans in the US, a number of charitable organizations have been influenced in a significant way. Such organizations are today making education and the effort of empowering African American people their key focus. Some of the most involved equal rights organization that empower the black people include the Institute for Black Charities (IBC), the National Black United Federation of Charities (NBUFC), and the United African American Relief Foundation (UAARF) among other organizations (Racial Influence, 2013). These organizations are committed to empower the block people and enhance their civil rights in relation to their economic and social positions as well as their political interests. The IBC is a non-profit organization that provides various services to African Americans who live within poor or underdeveloped communities. Some services provided include generation of funds to support community programs, emergency relief, and more importantly public awareness campaigns. The public awareness involves campaigns directed to inform people about their civil rights and that they have equal rights and opportunities just like their fellow white people (Racial Influence, 2013).
Rosa Parks inspired important message that continues to live as seem in the way equal rights organizations are spreading the same legacy. Her message is today spread through films and books, which also keeps on empowering the blacks and strengthening the idea of equal rights. Books such as “Rosa Parks: My Story,” depicts a Park’s life story. Such a book among other documentations acts as reminders that the freedom enjoyed by African Americans today was achieved through hardships and great sacrifices (Contemporary Black Biography, 2006 ). Her contribution is still promoted in various ways apart from the equal rights organizations of today. People can still learn about her efforts and gain courage to extent the same spirit through many ways. The media industry has been among the leading organization spreading Rosa Park’s efforts and spirit. The Montgomery, Alabama bus incidence is one of the most remarkable incidents, which made Rosa Parks a legend in the fight for civil rights. She had not planned for the incidence but her courage just changed the lives of African Americans (Contemporary Black Biography, 2006 ). Equal rights organizations of today still incorporate such her attitude and motives to call for equal rights. Mostly, such organizations keep her legacy live by empowering African American communities, especially the most disadvantaged in the American society.
References
Contemporary Black Biography. ( 2006 ). Rosa Louise Parks. Retrieved from encyclopedia.com: http://www.encyclopedia.com/topic/Rosa_Louise_Parks.aspx
Racial Influence. (2013). Rediscovering Black Heritage and Racial History: Charitable Organizations Dedicated to Advancing Black People. Retrieved from blackmayors.org: http://www.blackmayors.org/tag/rosa-parks
Roosa, J. K. (2013). Rosa Parks. Retrieved from CollegeTermPapers.com: http://www.collegetermpapers.com/TermPapers/American_History/Rosa_Parks.html
Wiley, M. (1961). NC Civic Education Consortium: The Freedom Rides of 1961. North Carolina: University of North Carolina.
ACT OF TERRORISM VIOLENCE
Acts of Violence
Name:
Institutional Affiliation:
Acts of Violence
Violent acts have been on the rise across the world. They range from acts of terrorism to government sponsored acts. There are different factors behind these events with some being similar while others vary depending on whether it is an act of terrorism or government sponsored initiative. Variance in the causal factors may also be attributed to situational factors or disposition towards certain forms of violent acts. These factors also revolve around religion and politics. Both forms are common and threaten the peace and stability of nations. To fully understand the nature of these forms of violence, one needs to look at their real causes, their similarities, and factors that promote them.There are several similarities between terrorist acts and government sponsored violence in terms of the contributing factors. One of these is seeking dominance. A minority group may want to gain power and a have significant say on matters relating to the governance of a country or a religion to be made the state religion (Stout, 304). Such violent acts result from a feeling of marginalization, oppression or discrimination. For instance, some of the terrorist activities conducted by the members of the Islamic faith are usually meant to scare some of the nations that are mainly made up of Christians. An example of this is in the terrorist attacks carried out in Germany against innocent people to demand constitutional recognition of the hijab (a veil wrapped around an Islamic lady’s head to hide their identity) as part of the school uniform for Muslim lady students. On the other hand, the violence propagated against Islamists in Egypt by the secular government was seen as an attempt by the state to suppress the influence of the Islam religion in the country.There are also differences with regard to the contributing factors when it comes to terrorism and state sponsored violence. Terrorism is mainly a result of a motivation to undermine the control of the state. One can use this motivation to explain the United States’ independence war. Assassination of high profile and symbolic persons is usually intended to incite the state into counter-terrorism to polarize a country’s population. An example of this is the 1963 and 1994 assassination of the American and Rwandan presidents respectively (Ahram, 6-9). They are also meant to attract the attention of the international community to struggles that would otherwise remain unreported. On the other hand, state sponsored violence is mainly caused by fear of losing power. It is usually intended to create fear in a population that in most cases forms the majority of the country’s population. Violence instigated by the Egyptian government against the Islamists also provides an example of violence conducted for of fear of losing power.Situational factors play a significant role in promoting violent acts. For example, the attack on Iraq by the U.S based on claims that were not validated, which resulted to retaliatory attacks by terrorists on U.S soil. Dispositional factors also play a role in motivating terrorist activities. A good example is the tendency by die hard Jihadists to prioritize violent courses of action in promoting their agenda (Schmid, Alex and Crelinsten 103-117).It is clear that state sponsored violence and terrorism have both similarities and differences with respect to their contributing factors and that understanding their nature calls for looking at their real causes, their similarities, and factors that promote them. Religion and politics come out as the main roots of most of these forms of violence. However, it is difficult to address this problem. Therefore, there is a need for more research into it if it is to be solved conclusively.
References
Ahram, al-Dīn A. J. Terrorism and Political Violence: An Egyptian Perspective. Chicago: Office of International Criminal Justice, the University of Illinois at Chicago, 1987. Print
Schmid, Alex P, and Ronald D. Crelinsten. Western Responses to Terrorism. London: F. Cass, 1993. Print
Stout, Chris E. The Psychology of Terrorism. Westport, CT: Praeger, 2002. Print.