The Topic Of Tourism In UAE Tourism Essay

The Topic Of Tourism In UAE Tourism Essay The main aim to provide this study on the topic of tourism in UAE is to provide an overview of the condition in the United Arab Emirates. The below paragraphs given are divided into five chapters to study all about tourism in UAE which gives an overall information related with the tourism sector of United Arab Emirates. Chapter 1 is the Introduction which gives basic information about the things which we are going to do in our study. Chapter 2 consists of the Data collection and analysis of the data which tells about the nature of tourist and tourist destination place. Chapter 3 includes approach and methodology which is applied to get the data and Chapter 4 is included to analysis and interpret the data which is collected. At the end Chapter 5 consists of conclusion, recommendations and suggestions for the topic covered. CHAPTER-1 Introduction- INTRODUCTION- The country United Arab Emirates has a unique property that it is governed by the seven self governing sheikhs namely Sharjah, Umm al Qaiwain, Dubai, Ajman, Ras al-Khaimah, Abu Dhabi, Fujairah. As we all know that UAE is the favorite tourist destination around the globe and mostly in Middle East for both leisure travelers and business persons. There has been boost observed in the tourism industry of United Arab Emirates which is basically a result of development or production of different modes of communication. There are many reasons for the favorite tourism destination place of many business person due to crime free environment, traditional Arab hospitality and most importantly highly developed infrastructure. There are many tourist places which are worth admiring which have given boom in the tourism industry. RATIONALE OF THE STUDY- The basic principle to study the tourism sector of the United Arab Emirates is to learn about the destination places and the background of the tourism which indicates start of the tourism sector of the country. The study will be mainly focus on the nature of tourist that is where they prefer to go, number of tourist arriving and leaving and much more. There is comparison with the United States of America and United Kingdom of UAE tourism which can make them think about the situation about how they can cope up with the rising problems in the tourism sector. The most important reason for the base of the study is to remove the negative impacts of the sector. RESEARCH QUESTIONS- There are many questions which arise related with the tourism sector in the United Arab Emirates. Some of them are- What are the elements which contribute to the study of tourism in UAE? Why we are performing study on the tourism sector of United Arab Emirates? What is the position of tourism compared according to the countries like USA and UK? What are the negative impacts on the tourism sector of the United Arab Emirates? What are the famous places which are usually visited by most of the tourists? STATEMENT OF THE PROBLEM- The main thing which comes in the way of tourism sector of United Arab Emirates is the comparison between USA and UK which has comparatively larger hub as a tourist place. Some negative impacts can also be counted from the tourism in United Arab Emirates which are stones on the way of success in United Arab Emirates. EXPLANATION OF THE TERMS- The main term which was used in the coming paragraph is Sustainable Tourism which is an industry committed towards maintaining the standard of the tourism industry making less impact on the environment and the local culture. Sustainable tourism cannot be related with the Ecotourism as it ensures that development can bring positive experience in the local people. OBJECTIVE OF STUDY- The main objective behind the study of tourism in United Arab Emirates is to study the deep concept of tourism in Middle East by studying about the incoming and outgoing of the tourists, favorite destination place of the tourists and historical attraction for tourists. There is comparison done between the tourism of countries UK and USA with the tourism sector of UAE. There are various factors which imposes negative factor on the tourism industry of UAE. DELIMITATION OF STUDY- Delimitation of study is basically the study which defines the scope or boundaries of the study. The proposals of development of the tourism sector of the country by the exclusionary and inclusionary decisions among which the choice of objectives and questions, alternative theoretical perspectives and variable interests can be adopted. There are various steps involved in the study which are described in the form of coming paragraphs in our study of tourism sector of United Arab Emirates. SCHEME OF CHAPTERIZATION- There are basically five chapters included in the study of tourism in United Arab Emirates in which first chapter consists of Introduction part which consists of the introduction of the study or issues which we will be going to raise in our further paragraphs. Second Chapter includes the review of literature related with the UAE tourism in which reviewing of international or local studies has been done and implications of review for the present study has been proposed in coming paragraphs. Third Chapter consists of Approach and Methodology which is clear from its name as the approach and method required for performing study. Fourth Chapter is included to make analysis on the data and provide with an interpretation which includes Data collection and analysis and major findings related with the topic. Last chapter consists of Conclusion, Recommendations and suggestions which will help in doing further studies on the tourism sector of United Arab Emirates. Chapter 2- Literature Review- INTRODUCTION- There are various types of studies done on the tourism sector of UAE in which basically we will be discussing about the two main types that are International Study and Local Study. The studies have been done on various factors which affect the tourism industry of the United Arab Emirates. Basically the literature review shows summary of some of the key literature underlying the framework report. The literature review is included as the three supplementary documents in the framework report and the other two are Indicators of Sustainability and Indicators and Sustainable tourism. As according to the sustainable development there is freedom to accept the shades of green in approaching sustainable tourism and based on this approach which holds development of tourism and tourists together and consider satisfaction of operator as central aim to the darker green which carry precautionary principle and concept of carrying features highly (Hunter, 1997). As we have discussed about Sustainable tourism which is taking place in most of the country including United Arab Emirates which means when we combine the term sustainable with the tourism then the latter must take on the social, environmental and economical considerations that are inherent in the former. There are many other factors included under three headings which are described above that is Social, environmental and economical. Butler in 1980 proposed a model of the evolution of development of tourism popularly known as tourist-area life cycle in which he tries to introduce the notion of carrying capacity which means that at any tourist place there is a limit to tourist members beyond which they are damage to the future capability of the area as a tourist attraction. Although tourism carrying capacity is a useful concept in the prevailing view of literature but it helps us to understand the practical and theoretical application of the sustainable tourism. INTERNATIONAL STUDIES- There are various studies being proposed in order to study the concept of tourism in the United Arab Emirates in which according to expert Dubai is the most favorite destination to the attract the foreigners to itself which is one of the seven emirates comprising the United Arab Emirates located on the Persian gulf. Various studies have shown that Dubai is the premier tourist destination place in the whole region which is complemented with the worlds largest man-made harbor by the bustling port industry of Jebel Ali. (Welcome to Dubai Travel guide) The writers have defined the city with innovation at its finest as it is getting much popularity and income from the tourist attraction which comes from real estates, massive infrastructure, breaking of Guinness Records and other activities related to sports, leisure, beaches and many more. However compared to other countries Dubai too comprises of share good travel spots to which most of people unwind and settle down for the time being. Dubai is considered as the important part of the governments strategy to maintain the flow of cash into the emirates from the foreign country. Mainly the tourists arrive in this city for shopping but also to attend other ancient and modern attractions of the country. According to the people, Dubai is basically considered as the shopping capital of the Middle East which draws a large number of shopping tourists from other countries within the region and as far from Europe also. LOCAL STUDY- When we talk about the local study then the main thing which comes into the mind of people is of a month long festival which is known as Dubai Shopping festival which is held during the month of January every year and during this time whole of the Emirates is observed as the shopping mall and additionally to attract the tourist and give rise to tourism this festival brings together folk dances, music shows and art exhibition. According to the localities, Sightseeing is considered as poor second for most of the visitors who basically comes considering Dubai as a shopping paradise. In the boom of economic development in the city like Dubai, various aspects of Dubais old culture overshadowed the former and some of the tourists can be found visiting the places around creek which makes Dubai split into two halves which are known as Bur Dubai and Deira. IMPLICATION OF REVIEW- As we have talked about the Sustainable tourism in the review which basically tells about the factors such as environment, economical and social, this comes into effect when we add tourism with the Sustainable. There are two types of studies done on the tourism sector of the United Arab Emirates which tells about the various factors related with the tourism industry and the places which are famous for the tourist destination. The suggestion for the review to improve the drawbacks which are coming on the way of the tourism of UAE is to improve the judicial procedure and improvement in tourist places should be done. Chapter 3- Approach and Methodology- INTRODUCTION- The approach used for finding the tourism information of the UAE is survey performed on the people of United Arab Emirates. There are various projects being run by the government in order to promote tourism in the country and especially in Dubai which has a mission of comprising of 86 percent of tourism related construction projects all over gulf in the next coming eight years which was reported by a newspaper of the UAE. (Abu Dhabi and dubai to lead the region tourism projects) The approach which is used for determining the information about the tourism sector of the country is to perform survey on the foreign tourist as well as the local tourist as well as performing analysis on the data collected. The nature of data is in the form of number which will be representing the nature of the people and reaction of the people with respect to their attendance to various destination of tourist and basically mostly survey could be performed in the Malls where most of the tourist are found as Dubai is considered as the Shopping destination of the Middle East. Sources of Data is basically aimed at viewing two section which comprises of National people and foreign tourists which are chosen for survey in order to get reaction over the destination places of tourists. Sample are considered as the surveys which are performed on the people which have come to visit the tourist places and the procedure to make survey is to perform survey in the Mall as mostly tourist come for shopping, famous tourist destination places and beaches. Data collection is based on the survey which we got from conducting on the people and analysis is done based on that survey. There are basically findings which are related with the tourism sector of the United Arab Emirates. DATA ANALYSIS- The analysis done through survey is basically used to find out the starting of the tourism industry in the United Arab Emirates, the comparison between the tourism industry of United Arab Emirates and United States of America and United Kingdom. The negative impacts which are coming on the way of tourism in the United Arab Emirates and the suggestion for removing the negative impacts on tourism. There is discussion on the famous and favorite destination places of the United Arab Emirates which is mostly attained by the tourists on coming to the UAE. Mostly the tourism sector is being promoted due to the relaxed and wealthy nature of the Arab city which is also known for its oil fortunes. There is basically overview of the tourism being described through collection of data and analysis done on the data collected. Questionnaire- Do negative impacts affect tourism of the country? Strongly Agree Agree Neutral Disagree Strongly Disagree Are relation with the USA and UK strong as seen with the perspective of tourism industry? Strongly Agree Agree Neutral Disagree Strongly Disagree Do you agree with more and more tourist coming to your country? Strongly Agree Agree Neutral Disagree Strongly Disagree There is major change which can be seen in the infrastructure and maintenance of the tourist destination place. Strongly Agree Agree Neutral Disagree Strongly Disagree Have you provided any contribution in the welfare and security of the tourists in your country Strongly Agree Agree Neutral Disagree Strongly Disagree Services provided to the foreign tourist are worth admiring Strongly Agree Agree Neutral Disagree Strongly Disagree Proper messages and treatment is given to the tourist which are coming across the globe Strongly Agree Agree Neutral Disagree Strongly Disagree Is there any racial discrimination done in the country with respect to the tourists. Strongly Agree Agree Neutral Disagree Strongly Disagree Chapter 4- Data Analysis and Interpretation- INTRODUCTION- As we have collected data surveying on various kinds of people which provides their view over the destination places, shopping malls and other heritage sites present. There are major findings on the data collected which represent the view of the survey presented by the people on the tourist places. The comparison between USA and UK and United Arab Emirates which provides the scope of improvement in the tourism sector and positive and negative impacts which are effecting the tourism in the United Arab Emirates. DATA ANALYSIS- The table represents the reaction of people on various kinds of questions asked to them. QUESTION NUMBER STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE Question 1 40 30 15 5 10 Question 2 10 40 20 10 10 Question 3 80 1 1 3 15 Question 4 15 45 5 10 25 Question 5 40 10 5 25 20 Question 6 90 2 1 2 5 Question 7 10 6 5 4 75 Question 8 25 50 10 5 10 As we have collected the data from surveying the people we have found out that the concept of tourism started in the 20th century in United Arab Emirates which is getting raise day by day through the huge infrastructure present in the seven emirates. Abu Dhabi which is capital of UAE is considered as the richest city of its existence which consists of scenic wave front Croniche and the overgenerous Emirates palace hotels which are hard to miss by any tourist and the beauty present in the city takes the capital of the country to the next level. (World guides, 2010) At a cost of US$ 30 million, Abu Dhabi is basically trying to compete with the glitz of Dubai by building the Saadiyat Island which means Island of happiness which comprises of museums, parks, beaches, golf courses which is not scheduled to complete before 2018. There are all kinds of destination place within Abu Dhabi suiting all tastes and ages. The Al Ain Zoo is preferred to spend the afternoon exploring the animal attraction where families and mostly children are used to spend time and the hill fun city amusement park is also famous for its roller coaster ride. The city also offers a village known as Abu Dhabi Heritage Village which offers the history of Abu Dhabi represented in a peculiar manner. There is much history present inside the city of Abu Dhabi and home to innumerable impressive sites in which most famous is White fort which is considered as home of many of the citys leaders. The Eastern fort is another citys prominent landmarks and Al Manhal Palace which is just short from the downtown of Abu Dhabi and surrounded by the expanse of parkland. Mostly Dubai and Abu Dhabi is famous for its Shopping where huge malls and festivals are created for attracting the tourists from all over the world. The real estate sector of Dubai also attracts the people from all over the world where separate man-made islands are created for the people at very handsome rates. There are around 24 tourist destination places within Dubai which attracts the tourists which includes five star rating and four star ratings from the government in which some of them are Burj Al-Arab, Bur Dubai Museum, Al Maha Desert Resort and Spa, Mall of the emirates, one and only Royal Mirage Resort, Jumeirah Mosque, Jumeirah Beach hotel, Majlis Ghorfat Um-al-sheef, Bur Sheikh Saeed Al Maktoum House. These are the places which are given five star rating which means that it is highly recommended attractions to visit in Dubai. The places such as Deira Al-Ahmadiya School, Bur Heritage and Diving Village, Jumeirah city, Wild Wadi, Deirah Spice Souq, Deira heritage house, De ira gold Souq, Deira Dubai creek golf and yacht club, Oud Metha Wafi city are given four star ratings which is recommended for visiting in Dubai. (Top rated dubai tourist attractions, 2010) MAJOR FINDINGS- The major findings in the study of tourism basically turn our attention towards the relation between the USA and UK and UAE. The tourism sector is basically compared within these countries and the help which is provided by the USA and UK to United Arab Emirates for developing the tourist destination places to attract more and more tourist across the world. As we all know about the United States contribution of $733 million to the United Arab Emirates tourism economy in 2008 in a challenging economy environment through which international tourism remains flexible according to the new Tourism Outlook in United States of America. As to travel in United States the person coming from States has to purchase average amount of $139.69 while an Emirati travelers has to spend around $262 million on their visa branded payment cards which was observed as 49 increment over 2007. United States also analyzed attitudes and intentions of the traveler which was basically based on 11 key source markets. There is decrement in the travelling of US people due to socio-economic climate which is creates inside the country but somewhere it is not affected by the economic environment where 83 percent adjust their international travel plans while 52 percent opt for travelling during off peak season and around 33 percent choose the place where cost is comparative ly less. (US contributed $733 million to UAEs tourism economy in 2008, 2009) There are various positive and negative impacts on the tourism industry of every country but the country here is United Arab Emirates. We all know about the positive impacts which affect the tourism in the positive manner but the negative impacts can be in the form of crime which will affect the tourism. The other thing is about the maintenance of the tourist destination places which gives the first impression of the place. When we talk about the Negative impacts then the primary source of these impacts is environment present in the country as some of the places may be polluted which can be harmful for the tourists as they are not use to that kind of environment. These were some of the negative impacts on the tourism sector of the country as it can affect the position and reputation of the tourism department of the country. DISCUSSION- As we have collected the data from the people at the tourist place which gives their view over the tourist facilities being provided by the government to the people coming from outside. There are well established shopping malls for the tourists which are fully filled with facilities. The relation with USA and UK are also emerging as the main topic for the tourism industry in which various steps has been taken by both the countries to lure the people of both the countries toward each other. The negative impacts of the factor discussed above are tried to be minimized taking efforts towards it which will be helpful in building a strong base for the tourism sector of the United Arab Emirates. CONCLUSION- The conclusion which allows us to take the best move to take our tourism sector to the sky heights is to maintain the tourist places well to attract more and more people towards it. Mainly United Arab Emirates is famous for its shopping festival which should be marketed around the globe which attracts the people to take part in it from other countries. Chapter 5- Summary, Findings, Conclusions and Recommendations SUMMARY: United Arab Emirates is controlled by seven sheikhs and it is the place which is known as favorite tourist destination around the world. This increment of tourism is due to the factors like crime free environment and highly developed infrastructure and there is various worth places due to which tourist industry is at boom. To learn the destination places and the background of the tourism sector of the country is basic principle to study the tourism sector of the United Arab Emirates. The study is about the tourists nature that is their preferences of going, collection about the arrival and leaving of tourists and various other things. There are very much differences in the United States of America and United Kingdom of UAE tourism which makes them think and ways of coping up with the problems in the tourism sector. This is done for removing the impacts of the sector which are negative. Many questions arise which are related with the sector of tourism in the United Arab Emirates like the contributing elements for the study of tourism in UAE? Other important question that is raised is that what is the position of tourism compared according to the countries like USA and UK? In United Arab Emirates, some negative impacts can also be included from the tourism which is bottlenecks on the way of success in United Arab Emirates. The main objective of study of study of tourism in United Arab Emirates is studying the concept of tourism in the Middle East and by studying the incoming and outgoing of the tourists. There is large number of chapters included in the tourism study in United Arab Emirates and these chapters consist of introduction. These chapters also contain the approach and methodology. There are various types of studies and the two major studies are international study and the local study. It is noted that Dubai is considered to maintain the flow of cash. There are drawback suggestions like the improvement of judicial procedure and the improvement in tourist places should be done. Surveys performed on the people of United Arab Emirates are an approach used for finding the information about tourism. The main aim of sources of data is to view two sections which consist of National people and foreign tourists. FINDINGS: After reading all the points about the whole process of tourism, employment, and various other growths in UAE and after doing various surveys in between the local people and the tourists in UAE, it is found that all the programs except a few problems launched by the government are helpful and favoured by both the local people and the tourists. Various programs and schemes like with 2 tickets of adult a free ticket of child is provided during the tourist season which is liked by majority of the tourists and this type of schemes attracts the tourists. When the tourists come to UAE, most of the hotels, bars etc are totally booked and this helps in the employment of various people. When a survey was done recently for the comments of the tourists and the local people of UAE, it was found that about 90% of the people and the tourists were satisfied with the policies of government and the behavior of the local people with the tourists. According to tourists the behavior of the people of UAE is very supportive and there are no problems of crime and cheating. But some of the tourists and the resident people have some problems from the increment in tourism. It is found that one of the major problems that are faced is of environmental pollution like destruction of forest, noise and air pollution which harms the health of the local people of UAE and due to this a little decrement has taken place in the tourism industry in UAE. It is founded that most of the developments in UAE is because of the growth of tourism industry. CONCLUSIONS: From all the discussions above it is concluded that the main reason for the development of UAE is tourism and without tourism UAE would not have been grown as much. From the above discussions about tourism in UAE, we have come to know that tourism is not only the purpose of recreation but it also a source of service. UAE depends heavily on the foreigners travel expenditure as a great source of taxation and income for various enterprises. Therefore in UAE, tourism is a strategy of promoting a particular region with a purpose of increasing commerce through the export of goods and services. In UAE, the tourism provides employment to the people in the form of Hotels bars etc and due to this it is concluded that tourism in UAE increases the standard of living of people and decreases the unemployment. But tourism has some disadvantages in UAE in the form of environmental damage like forest fires, destruction of sand dunes and pollution. This increased pollution disturbs the local residents and this pollution discourages the tourism in future. Though, the government of UAE has launched various programs for the control of the pollution but all these programs were not good enough to control the pollution. The traditional culture of UAE is very unique and very vast but the tourist does not always give respect to the traditional culture which is very sad to hear but it is true. Finally it is concluded that tourism is a very profitable process especially in UAE as development in UAE depends vastly on this industry because there is no requirement of lot of literacy and it yields very much profit with very little investment SUGGESTIONS: There are many advantages of tourism and the tourism in UAE is perfect up to a certain level but there are some drawbacks of tourism in UAE. Some suggestions for the removal of these drawbacks are- first of all the tourism in UAE causes pollution which damages the environment so control measures for pollution like noise and air should be taken by the government like use of CNG more than petrol and diesel. As the tourism provide employment to many people in UAE through bars, hotels, tourist guide etc so to increase the employment more and more hotels and bars should be opened by the government of UAE. Due to high employment the economy of the country increases at a rapid rate which further leads to the growth of UAE. Many factories should be opened by the government of UAE because the tourism in UAE provides indirect employment in terms of workers of the factory that helps in producing goods and services in the economy which helps in meeting the demand of the population in tourism. To promote the tourism in UAE government should give various offers to the tourists like discount on the packages given during the tourist season and large number of packages should be taken out during the festivals in UAE. The main problem in UAE is of security so more police forces should be appointed only for the tourism. More tourism in UAE will lead to more and more development of the country.

Assumptions of Monopoly Market Essay

The monopoly describes an industry by comprising a single firm. In other words, the firm and the industry are one and the same. In the absence of regulation, monopolists can exercise control over the prices they charge for products and services. Of course, in reality, it is often difficult to define industries (whether in terms of product produced or area covered), which often causes problems in defining monopolies. The three main assumptions of monopoly are: †¢ Single firm In a monopoly, there is a single firm which produces all the output of the industry. In other words, the firm and the industry are synonymous. Consequently, the demand curve the monopolist faces is in fact the same as the industry demand curve. †¢ Unique product Unlike perfect competition (where all firms produce identical products), the monopolist produces the only product. In other words, there are no close substitutes being produced by other firms. This means that consumers can only buy output from one firm. For example, traditionally in the UK before the deregulation of the 1980s and 1990s, customers could only buy gas (British Gas), telephony (British Telecommunications) and postal services (Post Office) from a single supplier. †¢ Barriers to entry One of the main reasons why monopolies arise and are sustained, is that barriers to competition exist – more specifically, barriers to entry and exit. Barriers to entry can be defined generally as anything that places a potential entrant at a competitive disadvantage relative to firms already established in the industry. Entry barriers can arise in three ways, namely government regulations (legal barriers), the technical conditions prevailing in the industry (structural barriers) and by the actions of established firms (strategic barriers). Legal barriers come in the form of various acts and regulations. They can arise because of various forms of regulation, which affect either industry structure (the number of firms in an industry) or how firms behave. Examples of legal barriers include registration, certification and licensing of businesses, patents, taxes, tariffs and quotas. Structural barriers arise from the inherent structural and technical characteristics of an industry. In other words, the extent of product differentiation, the size distribution of firms, the availability to firms of economies of scale and scope all determine the extent and nature of barriers to entry in any given industry. Finally, strategic barriers are erected by established firms to deter the entry of new firms. Such barriers include various forms of pricing and non-pricing strategies. Overall, in the case of a pure monopoly, the monopolist is effectively insulated from competition, by barriers to entry. Given that the monopolist faces a downward sloping demand curve and produces a unique product or service, it consequently has complete control over the prices it charges. Reference: http://classof1.com/homework-help/economics-homework-help/

Cadbury Communication Mix Essay

What is the communication mix of Cadbury? The marketing communications mix consists of five major modes of communication 1. Advertising – in the case of Cadbury, advertising is used to build a long-term image of the product – Cadbury must therefore through its media posture be the market champion and carry the brand message – Television is the advised primary medium of communication as it has mass reach, a favourable image, high prestige value and is attention getting – Cadbury also advertise through magazines, radio, promotions, online etc – Consumers might believe that a heavily advertised brand must offer good value – The ‘taste’ of Cadbury’s chocolate has long been the focus of Cadbury’s advertising. This has been supported by the slogan ‘a glass and a half of full cream milk in every 200 grams’, accompanied by a picture of milk pouring into the Cadbury’s Dairy Milk chocolate block. The image has become an integral part of the packaging design and has been featured in magazines, and on buses and trains, billboards, and of course television. 2. Sales promotions – Cadbury use sales-promotion tolls to draw a stronger and quicker buyer response – It can be used for short-run effects to dramatise product offers – The Go Another Cadbury promotion encourages customers to purchase  promotionally marked Cadbury products for a chance to win free chocolate bars. This is just one of the many Cadbury promtions. 3. Public Relations – The thought behind public relations, is that it provides advertising to a large audience as well as generates a welcoming community likeness about the company – Well-thought-out programs coordinated with the other promotion-mix elements can be extremely effective – Cadbury are committed to a strategy of â€Å"growing community value around the world† and are focussing on investments in the principal areas of education and enterprise, health and welfare and the environment. Cadbury recognise that prosperous, educated and socially inclusive communities are central to its success. Cadbury are proud of their investment in the community and the contribution made by employees around the world. Creating value in the community is part of their heritage and integral to achieving the core purpose of working together to create brands people love. – Some of the major events and projects that Cadbury support are the Students In Free Enterprise, Foodbank, Variety Club, Melbourne Cup Carnival, Royal Show, World’s Largest Annual Easter Egg Hunt and the three time AFL premiership champion Brisbane Lions Personal Selling – is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction and action. Direct Marketing – use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from customers – in the case of Cadbury this deals more with customers such as supermarkets to help with the set up or organisation of promotions, displays or location Which media seem to be the most important and for which marketing purpose? CDM is undeniably the leader brand of not only the Cadbury’s basket but also the chocolate segment as a whole and is in a sense almost generic to the category in the country. CDM must therefore through its media posture be the brand champion and carry the brand message. With half the advertising spends of Cadbury’s, CDM must build on the brand equity through a premium marketing strategy that reflects in the media communication and positioning as well. This would translate to large and continuous brand presence. Television is the advised primary medium of communication as it has mass reach, a favourable image, high prestige value and is attention getting while having low cost per exposure for a high absolute spend. The media will go hand-in-hand with the advertising in reaching the expanding target audience the brand is reaching out to. Herein, the media must also supplement the youthful exuberance and rebelliousness of the advertising communication. Caution should be maintained not to dent brand equity while increasing penetration in smaller towns by using locally targeted media channels in a manner that will allow capitalisation of the ‘premiumness’ of the brand. A strategic brand n the Cadbury’s inventory, it is the only brand facing competitive ad spend from Nestle in its sub-category and so must build on its strengths and plug its weaknesses within its restrictions. The target audience is well defined and an entirely different gamut with regard to communication strategies including media vehicles. The primary target is school-going children and though mothers as buyers are enticed by the advertising message of ‘goodness of milk’ it is primarily the children who act as influencers and are to be spoken to through the advertising and consequently the media. The media again acting as a support of the advertising proposition and being a high-visibility strong presence and  recall value brand with the TG. A comparatively tight budget calls for media innovation, which may include reaching out directly to schoolchildren via direct marketing strategies to supplement other media channels. This can be kept in mind while considering the implementation of the media posture. Cadbury’s communication, like its brand personality is a reflection of the relationship it shares with its consumers. Cadbury’s Dairy Milk is the brand leader and in effect the mouthpiece of the Cadbury’s range, through which it successfully attempts to remain the almost generic leader of the category, defining its own territory and the segment it operates in. Media priority therefore is CDM, which is the brand image and should therefore be the prime-mover in retaining top of the mind recall through its advertising and media channels. Cadburys has identified these brand values and adjusts its advertising strategies to reflect these values in different markets. Its strategy can vary from increasing brand awareness, educating potential customers about a new product, increasing seasonal purchases, or as is currently the case in the ‘Choose Cadbury’ campaign to highlight the positive emotional value of the brand. After identifying brand values the marketing manager must match these to the specific market. For this reason it is important to identify possible segments that have specific needs, and to highlight appropriate brand values that will promote the brand in that market. The Cadbury product range addresses the needs of each and every consumer, from childhood to maturity, from impulse purchase to family treats. For example an analysis of the ‘gift’ sector highlights the importance of developing innovative products to address specific markets. Cadbury designs products to coincide with Christmas, Easter, Valentine’s, Mother’s and Father’s Day and other calendar landmarks. Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a link between chocolate and these events ensuring there is a Cadbury chocolate product suitable and available for every occasion. The confectionery market is full of brands that need to fight for our attention. The role of advertising is to keep a brand in the mind of the consumer. We are constantly presented with countless brand images and messages on a daily basis. During the lifetime of a brand, companies will develop marketing strategies that communicate brand identity and core values to gain our attention. In order to keep its product competitive and contemporary, these messages need to change over time. Cadbury provides one of the most successful examples of how an advertising message can be modified from one campaign to the next to attribute new values to a brand giving consumers more reasons to buy Cadburys. Healthy brand equity or brand strength is critical in an impulse-driven, competitive market. Advertising plays a key role in maintaining this strength. Cadbury employs all types of advertising from the internet to posters, from TV, radio and cinema to print media. This same creative message is then communicated through point of sale, merchandising, package design and public relations. The ‘Choose Cadbury’ Marketing Strategy The ‘glass and a half ‘, corporate purple and flowing script has become synonymous with Cadbury: these design elements have been used to great effect in developing the connotation of goodness that this imagery suggests. In the 1980s another vital attribute – taste – was highlighted. Regardless of national preferences about how chocolate should taste (e.g. dark chocolate is traditionally more popular in Europe whereas Australians prefer creamier milk chocolate) the implication was clear – Cadbury offers taste and texture that appeals to all. In the 1990s further emphasis was placed on ‘taste’. The strapline ‘Chocolate is Cadbury’, which was built upon previous brand values and allowed Cadbury to stake its claim and taking ownership of the word ‘chocolate’ and the chocolate eating experience. Earlier this year, Cadbury introduced a new global marketing strategy called ‘Choose Cadbury’. This strategy came about as a result of extensive research into consumer behaviour and perception. It is a campaign that perfectly illustrates how a brand can evolve and how different messages can be  communicated without losing the core strength and brand values that are already established. The classic icons have played a major role in establishing the look and feel of how Cadbury’s advertisements should look through successive campaigns. These key ‘look and feel’ icons were heavily researched to ensure that the messages they impart are always relevant to the Cadbury consumer. In depth customer research is conducted to ‘test’ these messages. Research results confirmed that colour recognition of dark purple is strongly associated with Cadbury. Its logo is readily recognised and scores a ninety six per cent recognition level alongside other global brands such as Coca Cola and McDonalds. The glass and a half symbol, which plays a key role in the current ‘Choose Cadbury’ strategy, continues to communicate the quality and superior taste of Cadbury’s chocolate. The central message of the ‘Choose Cadbury’ strategy hinges on the established glass and a half symbol. Is the glass half full or half empty? Cadbury suggests that the glass is always half full appealing to our emotions. Therefore, in choosing Cadbury we are taking a decision to embrace the positive. This optimistic metaphor is, according to consumer testing in the UK and Australia, well understood amongst consumers. In this ‘Choose Cadbury’ campaign, the product ingredient of milk has been elevated from a practical, rational platform to an emotional one Cadbury can deliver on optimism, happiness and a feel-good factor. If a brand can do all this, the decision to purchase this brand over all other chocolate brands seems to be logical and inevitable. The ‘Choose Cadbury’ strapline is a call to action designed to motivate us. We are not expected to simply absorb the advertising message, we are being called upon to make a conscious purchase decision. We are reassured that the Cadbury product will remain unchanged, (Cadbury is Chocolate and it still tastes good), but we are given more reasons to remain brand loyal (Cadbury is Chocolate – feels good i.e. positive, uplifting, mood enhancing, providing enjoyment and happiness). At no stage in the evolution of the Cadbury brand has there been as much reliance on taking ownership of the emotional side of eating chocolate as there is now. Owning the emotional territory for chocolate helps Cadbury to  elevate its product in the mind of the consumer. With the ‘Choose Cadbury’ campaign consumers are being offered both logical and emotional reasons to buy a Cadbury product as a first option on every occasion.

Oil After World War 1.2 - 2052 Words

Oil was found at Masjed Soleyman in southeastern Iran on May 26, 1908, and three years later was piped down to a newly built refinery at Abadan on the Iranian side of the Shatt-Al-Arab, not many miles below Basra.1(Stephen, 1991) Its global importance eas immediately recognized, not just by the Admiralty in London, looking for new sources of supply for its oil-fired battleships, but in other European capitals as well leading to a brief British-German-Turkish skirmish for control of the pipeline at the start of World War 1.2(Wilfred, 2007) Oil was next found in the Persian Gulf, beginning with Bahrain in 1931; there were subsequent discoveries in Kuwait, Qatar, Saudi Arabia, the Trucial states, and Oman. By 1960 the smaller Gulf states were producing 15 percent of the world s oil, with another 10 percent or so coming from Iraq and Iran.3(Longrigg, Oil in the Middle East) By 1970 this had risen to 30 percent.4(BP Statistical Review, 2006) The story of the discovery, exploitation, and i mportance of Middle Eastern oil has been told in many different ways, and from many different points of view. For some it has been a source of Western triumphalism as in the case of the Aramco story , in which brave Texas pioneers conquer the world s last oil frontier.5(Wallace, 1971) For others, like the Arab novelist Abad Al-Rahman Munif, it is a tale of woe, as the lives of nomadic people are disrupted by the appearance of prisons and exploitative local officials.6(Cities of Salt, 1989)Show MoreRelatedEvelyn Alsultany Takes A Different Approach To The Oppression1585 Words   |  7 PagesEvelyn Alsultany takes a different approach to the oppression of Muslim women that the U.S. portrayed in the media to fuel the War on Terror and analyses that the U.S. portrayed Islam as backwards and an uncivilized culture. 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