International Marketing Mix

International Marketing Mix Since 1900, Coca-Cola already moves into Europe market, when 1970 Coca-Cola moves to international market, it already 39 years ago until 2009. After 39 year, Coca-Cola has modified their product to international marketing and they used marketing strategy to build up their market. (http://heritage.coca-cola.com/) Nowadays ,Coca-Cola which already operating in many country as a multinational company. Marketing mix is the key element of Coca-Cola to set up business in international market, and the marketing mix include four pices was product, price, place and promotion. In international market, Coca-Cola major focuse to using marketing mix to built their business, however,Coca-Cola also have using certain part of PEST startegy to their marketing mix startegy. PEST is a external analysia theory to mention about the general enviorment influences to firm and how the firm to resist it. The Introduction of Core Product of Coca-Cola Coca-Cola product planner need to think about the product of the three basic level. From the graph shows that, the core product of Coca-Cola, which is how the product satisfied their consumer. The second level of actual product of Coca-Cola is how Coca-Cola to develop the product and services features, brand name and packaging. The last level of argument product of Coca-Cola is around the core product by offering additional consumer services and benefit, (author Gary Armstrong Philip Kotler (pg232). The Currently Ways of Coca-Cola Using In International Marketing Mix -Product The first marketing strategy of Coca-Cola using in Malaysia is product. Coca-Cola is a famous soft drink product in Malaysia market, their packing outlook, is easy to attract consumer. Nowadays Coca-Cola beverages drink on the current markets has varieties of choices (Refer to appendix 1), that are selling in Malaysia (http://www.thecoca- colacompany.com/brands/index.html). Coca-Cola using three strategy to built up their product image, it was product branding, packaging and labeling, (Gary Armstrong Philip Kotler 2007,pp238, 239). Branding which is a key element of Coca-Cola, to build up relationship with their consumer. Brand was representing Coca-Cola to give the first impressions to their consumer perceptions and feeling about their product, so, it was an important part to build Coca-Cola product. (Gary Armstrong Philip Kotler(pg242) In addition, the constituents of branding which include both tangible benefit such as quality and reliability, moreover, intangible benefit may bring out whole range of feeling like status being fashionable or possessing good judgment by purchasing a particular brand. (Isobel Doole and Robin Lowe) Therefore, this is the reason why Coca-Cola emphasis on branding that helps to Creates brand awareness among the consumers and brings out the feeling of possessing good judgment so that the brand is very successful in Malaysia market. The packaging of Coca-Cola using in Malaysia market, is light red in color to be on the surface of product, they using aluminum tin to be soft drink material and plastic bottle. (http://www.thecoca-colacompany.com/brands/index.html). Labeling was a range from simple tags attached to product complex graphic that be a part of the package, and where the product made and how to use it are safety .( Gary Armstrong Philip Kotler (pg239) The labeling of Coca-Cola using in Malaysia market, was to identify the product using material and ingredient. Furthermore, the labeling show that Coca-Cola to confirm as a Halal drink product at Malaysia cultural refer to (appendix 1.2), it base on an external analysis theory of Michael Porter PEST social strategy (Stuart Wall Bronwen Rees2004). As mentioned above, the reason is Malaysia as a Muslim country the government control food or drink production very serious, therefore; the labeling of Halal is very important in Malaysia market. The Currently Ways of Coca-Cola Using In International Marketing Mix-Price The second marketing strategy of Coca-Cola using in Malaysia is Price. Price is the element in which of Coca-Cola Company use and it was the amount of money charge for the product. (Gary Armstrong Philip Kotler pg 291) Coca-Cola set up the pricing in Malaysia market, which is using normal and fair pricing to attract Malaysia consumer, refer to (appendix 1.3) show that the four types Coca-Cola selling price on Malaysia market. The way of the price that affects demand of Coca-Cola is influence by some factor like elastic demand and inelastic demand. Refer to graph (1) show that elastic demand of the price was sensitive; so, the sales volume increase significantly as price is reducing. (Isobel Doole and Robin Lowe pg386) Otherwise, refer to graph (2) inelastic demand mean the product is under have no increase, decrease correspondingly with a fall, or rise in the price. (http://www.businessdictionary.com/definition/inelastic-demand.html ) Graph (1.1) Elastic Demand Graph (1.2) Inelastic Demand As a result, refer to graph (1.1) Coca- Cola was under elastic demand product, so they set the price are base on Malaysia market direction. Before Coca-Cola set up the price, they need to determined suitable for pricing in international market and consider the options available in setting individual prices. By contrast, Coca-Cola setting their price which to base on stabiles the competitive position within the market, to penetrate the the market by adopting an aggressive strategy to increase market share, to reflect differences in the perceived value and performance of competitive product and prevent or discourage new entrants in the market, according Isobel Doole and Robin Lowe (2008). As mentioned above, graph (1.1) show that Coca-Cola is sensitive of price changes in Malaysia market. Because Malaysia market has several of the soft drink competitors refer to( appendix 1.4) , and their product price which under RM1-RM2 in Malaysia market; hence, if Coca-Cola set up their price above from competitor, the consumer can easily substitute to other product, so that Coca-Cola has to set the price around competitor price in Malaysia market. The Currently Ways of Coca-Cola Using In International Marketing Mix- Place The third marketing strategy of Coca-Cola using in Malaysia is Place. Place, which is important section area of Coca-Cola to operating their market. Due to place is concerned with various methods of transporting, storing goods, and then making the product available for the customer, hence it getting product to the right place at the right time involves the distribution system. Furthermore, the choice of distribution method will depend on a variety of circumstances and be more convenient for some manufacture to sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or customers. (http://www.thetimes100.co.uk/theory/theorymarketing-mix-(price-place-promotion-product)243.php ) Coca-Cola was using the transporting system to sending their product to the selling place in Malaysia market. Otherwise, Coca-Cola also set up some soft drink machine around the bus station to let consumer easy to get there product. Because Coca-Cola set up soft machine around public places; so, it may let Malaysia consumer easy to find their product. Coca-Cola corporate with FN Company, become FN Coca-Cola (Malaysia) Sdn Bhd to set up factory to manufactures and distributes soft drinks in Malaysia. (http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=6464014 ) In addition, Coca-Cola that is using 7-11 stores, hypermarket and retail supermarket etc, to distribute product. Because Coca-Cola corporate with Malaysia businessperson to selling Coca-Cola, so, the businessperson may also indirectly let Coca-Cola, have place to sell their product in whole Malaysia. Otherwise, Coca-Cola may also using Cinema and restaurant being places to selling their product in Malaysia market. Due to Coca-Cola using hypermarket store and restaurant to promote their product, hence, it was a best place to sell their product in Malaysia market. The Currently Ways of Coca-Cola Using In International Marketing Mix- Promotion The last marketing strategy of Coca-Cola using in Malaysia is promotion. Promotion is an important element to helping Coca-Cola set up operating in Malaysia. Promotion major function, that is to promote and communicating with the public and to influencing consumer toward buying products or services. (http://sbinfocanada.about.com/cs/marketing/g/promotion.htm) According to Gary Armstrong Philip Kotler, claim that promotion as a promotion mix that include advertising, sales promotion, public relation, push and pull strategy. Firstly, the promotion mix of advertising that was any paid from of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In addition, advertising can reach of geographically disperses buyers at low cost per exposure, and it enable the seller to repeat a message many times (Gary Armstrong Philip Kotler 2007pp387). Coca-Cola was successfully to promote their advertising in Malaysia, because they using television media, newspaper, magazine and internet media to publish their product and repeat many time to consumer, so, Coca-Cola to establish a good promotion by advertising. Such as, Coca-Cola will using Malaysia culture and lifestyle to be advertisement title to showing Coca-Cola have good relationship with Malaysian. In under developing country Coca-Cola practice radio and newspaper to advertising their product. The reason is under develop country was poverty, hence, Coca-Cola using radio and newspaper to promote their product. Coca-Cola excep t using radio and newspaper to promote their product in under developing country, they also can use signboard to advertise Coca-Cola. Secondly, the promotion mix that of sales promotion that mean short-term incentive to encourage the purchases or sale of a product. Otherwise, sales promotion that was include a wide assortment of tools such as coupons, contest, cents-off deals, premiums and other which have many unique qualities. Because of sales promotion are attract consumer to attention offer strong incentive to purchases; therefore, it can increase the sale volume. (Gary Armstrong Philip Kotler) Malaysia is multiple nations and the Malaysian has different culture festival to celebrate, so; the best period of Coca-Cola to use sale promotion strategy in Malaysia market is when they celebrate their festival. Otherwise, Coca-Cola corporate with MacDonald to sell the soft drinks with its popular burgers and fries, and the handshake still covers the Coca-Cola contract with McDonald, therefore; Coca-Cola are indirectly to promote their product to Malaysia consumer. (http://www.marketwatch.com/story/mcdonalds-shakes-up-coke-tries-new-drinks ) Thirdly, the promotion mix of public relationship means the public relationship is very believable like news stories, features, sponsorship, event it seems more real and believable to readers. Otherwise, public relationship may also be able to reach many prospects that avoid salespeople and advertisements, as the message gets to the buyers as news rather than as a sale- directed communication. (Gary Armstrong Philip Kotler) Coca-Cola was using new story and sponsorship to promote their product in Malaysia market. When there is any sport game competitions, Coca-Cola will be a sponsorship to sponsor the sport team. In addition, Coca-Cola may also create news stories to let Malaysian know well they product. On the other hand, marketer can choose from the two basic of promotion mix to be push and pull strategy on promotion. The relationship emphasis on the specific promotion tools differs for push and pulls strategies. Push strategy that include pushing the product through marketing channels to final consumer and the producer directs its marketing activities like primarily personal selling and trade promotion, however; pull strategy was make the producer directs its marketing activities like primarily advertising and consumer promotion toward final consumers to include them to buy the product. (Gary Armstrong Philip Kotler 388) Coca-Cola was choosing the advertising and public relationship to practice in push and pull strategy in Malaysia market. In advertising Coca-Cola was using pull strategy, like television media, magazine to promote their product. Due to pull strategy are make Coca-Cola successfully directs marketing to primarily advertising in Malaysia market, hence, it attract consumer to buy their product (Gary Armstrong Philip Kotler). Because Malaysia is developing country and the Malaysia consumer have economic power to purchases television, so Coca-Cola pull strategy of using television media to advertise their product is benefit affect to Coca-Cola. By contrast, Coca-Cola using push strategy in public relationship, of sponsorship to sport game competition or charity activity to promote their product. Because of push strategy was include pushing the product in marketing channels to final consumer and Coca-Cola can directs to do marketing activities in Malaysia market, like primarily personal selling and trade promotion; so, push strategy may help Coca-Cola achieve more promotion result. (Gary Armstrong Philip Kotler) Due to Coca-Cola was using push strategy of public relationship to do charity activity and event to attract Malaysia consumer ,so, Coca-Cola can more easy to promote their product in those activity. Suggest Any Changes of Coca-Cola that Might Make to the International Marketing Mix over the Next Few Years The first suggestion in international marketing strategy of product using Coca-Cola in Malaysia market for the coming years is where Coca-Cola may focus in the changes of Green issue of the packaging material. Because nowadays some producer is practicing Green issue in their operation; so, Coca-Cola may also practice green issue in the packaging of the product. Coca-Cola can promote the green issue knowledge to Malaysia consumer and sending the message that Coca-Cola product is advocate in green issue and their product can be recycles. In addition, Coca-Cola can use rewards method to attract consumer to join green issue activities in Malaysia market where if any consumers who join the recycle activities, they can get one free Coca-Cola by recycling ten empty aluminum tin of Coca-Cola. Furthermore, Coca-Cola also can corporate with hypermarket to promote, reclaim the soft drink plastic bottle and aluminum tin. The second suggestion in international marketing strategy for price of Coca-Cola in Malaysia market for the coming years where, Coca-Cola can produce low calorie of Coca-Cola to attract consumer and the price is same as original Coca-Cola. In addition, Coca-Cola also can produce mini size Coke to consumer and set the price under RM0.50 in Malaysia market to attract their customer. The third suggestion in international marketing strategy for place of Coca-Cola in Malaysia market for the coming years where Coca-Cola can put more soft drink machine around the public places to let consumer easy to find and buy it there product, like put at college, shopping complex and taxi station. The last suggestion in international marketing strategy for promotion of Coca-Cola in Malaysia market for the coming years, where Coca-Cola can using discount voucher to attract consumer buy more their product, for example purchase 12 bottle get 2 free Coke. Otherwise, Coca-Cola may able to using gift to be focal promotion to attract consumer to purchase their product, for example buy one boxes of Coca-Cola can get Coca-Cola limited edition gift. Coca-Cola can corporate with Malaysia hypermarket to conduct lucky draw activities and event to attract Malaysia consumer to purchase their product. For example, when consumer purchases Coca-Cola they may have chances to join the lucky draw competition to win cash or expensive gift. As a conclusion, Coco-Cola is a high potential product in Malaysia market and they were successful to using currently marketing mix to apply in their product. Otherwise, for the coming year Coca-Cola add on the future change marketing mix strategy to their product it may decline to high level position and the Coca-Cola sales revenue may also increase more in Malaysia market.

The Hoover Company and Dyson

Table of Contents Question 12 Dyson’s Value Chain Model2 Competency framework model3 DISCUSSION AND ANALYSIS4 Question 25 VRIO FRAMWORK5 DISCUSSION AND ANALYSIS6 Question 36 Question 47 References:8 Question 1 Using framework from the chapter, analyse the strategic capabilities of Dyson. Dyson’s Value Chain Model Support Activities FirmInfrastructure| Structuring and planning, HQ in UK, manufacturing and testing facility in Malaysia with 120 testing station, patent protection, management, corporate commitment to product development supported by company motto: thinking, testing, breaking, questioning. 50 engineers in Wilshire with 20 specialist laboratories close by. | INFORMATION FLOW Human ResourceManagement| Up-to-date employee details, training, reward scheme, 2500 people working for Dyson around the world, recruitment follows an online process, the right candidate will be called for an interview, recruitment strategy focuses on recruitment of engineers and designers | TechnologyDevelopment| Margin Helps in R&D, which is the key operation, ERD and IRM to manage the information flow within the company, a wide selection of technology involve in production process and technological innovation. Dyson’s technology: multiplier technology and ball technology. | Procurement| Raw materials procure from the UK and Asia. Majority of procurement come from Asia where suppliers are based and cost are low. The material is shipped to Dyson’s manufacturing plant in Malaysia. Malaysia is on of the leading procurement centres in the world. | Primary Activities Inbound logistics| Connected with suppliers, so that they can meet the needs, raw materials, energy, inventory management, reverse logistics process as defective product can be returned to Dyson company at the cost to the customer. The product will be return within 24h to the customer. | Operations| Avoiding unwanted operations and thus enhance the flexibility, manufacturing the products in Malaysia and China, the NQ in the UK, developing and testing the prototypes, sending the prototype through production process. The manufacturing process that converts raw materials into various products. The operation phase is preceded by the development of a prototype. Various forms of technology is used to develop a prototype from special computerized technology to plasticine and cardboard. Outbound logistics| Fast and direct link to distributors all over the world, Dyson’s sell his products directly from their website and retail stores like comet or curry’s. Activities of outbound logistics are customer’s orders which are shipped to different locations around the world. | Research &Development| 50% of the company profit is spend on R&D, 350 engeeners, R&D in the UK, design, technological innovation an d creativity. Marketing & Sales| Electronic market research, advertising, Dyson award for young inventors, online ordering process, online marking, strategy where the customer can shop online with the assistance of customer service agents. The online order makes easy for the customer to choose product, models and performance. | Service| Effective after sales services to the client at cost to the client, 7 days a week customer help line and online customer service, 5 years warranty for Dyson’s products. | INFORMATION FLOW Competency framework model ———————————————— Dyson: threshold resources ————————————————- †¢Engineering design equipment (tangible) ———————————— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- †¢Product supplies (tangible) ————————————————- †¢Manufacturing space (tangible) ————————————————- †¢Offices and facilities (tangible) ————————————————- †¢appropriate personnel (tangible) ————————————————- sufficient customers (human resource) ————————————————- ———————————————— - Dyson: threshold competences ————————————————- †¢general management skills including distribution & marketing (intangible) ————————————————- †¢Engineering design skills (intangible) ————————————————- †¢Cost control through manufacturing in low-cost locations; Malaysia and China (tangible) ————————————————- Quality assurance and control, 550 tests before the product will reach production line (tangible) ———————————————â€⠀- †¢The ability to attract customers sufficiently inspired by design to pay premium prices across (intangible), ————————————————- ————————————————- Dyson: distinctive resources ————————————————- †¢James Dyson himself (human resource) ————————————————- The Dyson brand name and strategy of high-end products in an otherwise dull market (intangible source) ————————————————- †¢An HQ building and related laboratories desig ned to foster innovation (tangible resource) ————————————————- †¢Product portfolio and associated patents (intangible) ————————————————- †¢High R&D budget (tangible) ————————————————- †¢Company invests extensively in PR & advertising (intangible) ————————————————- Ownership of the manufacturing facilities and hence control over the working conditions of the employees versus other companies that contract out their manufacturing and can be accused of supporting poor labour conditions different markets (tangible) ——â €”—————————————- †¢ 350 engineers involve in R&D (tangible) ————————————————- †¢ Manufacturing plants in Malaysia and Singapore (tangible) ————————————————- †¢ 120 testing stations (tangible) ————————————————- †¢ Physical products. Space cube kitchen, vacuums, washing machine and air knives (tangible) ————————————————- †¢ Corporate culture, Dyson encourage their workers to think outside the box, the company mix experience engineers with freshly qualified to give them the chance to make a difference, entrepreneurial culture with a huge emphasis on innovation, creativity and initiative (intangible) ————————————————- †¢ Human resources: Dyson is committed to hiring people who are creative and courageous, unconditioned fresh-thinkers (tangible) ————————————————- Finance resources ————————————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- ————————————————- Dyson: distinctive competences ————————————————- †¢Inspirational leadership around the value of engineering (intangible) ————————————————- †¢Design engineering skills that transform ideas into practicable products (intangible) ————————————————- †¢Competence to make engineering aesthetically attractive (intangible) ————————————————- Seamless value chain despite design a nd manufacturing being in different locations (intangible) ————————————————- †¢Being one step ahead of competitors attracting customers and subsequent followers including premium pricing (intangible) ————————————————- †¢ Attractiveness of their product, never being boring; always being surprising and colourful (tangible) ————————————————- †¢ Marketing expertise (tangible) ————————————————- Manufacturing process, product design: combination of design engineering and manufacturing (tangible) ———— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- †¢ 50% of the profit goes on R&D (intangible) ————————————————- DISCUSSION AND ANALYSIS All the key activities in Dyson value chain are intertwined due to very innovative approach to products. Dyson’s decision of moving manufacturing to Malaysia and Singapore was based on reduce cost of production but the profit was not the only reason. Very important was the short distance from the Asian suppliers and primary consumer market. Dyson’s shows very unorthodox approach towards by allocating 50% of their profit into R&D. It proves that it was the right decision by showing three new products; newer root cyclone technology, air-blade hand dryer and bladeless fans. (Arnott, 2010) While leaving its HQ in the UK to be close to centre of innovative technology and development. Their HQ is the centre of developing, testing and prototyping which employees 350 engineers. We cannot forget about inspirational leadership pertaining to the value of engineering and design engineering skills. Dyson’s employment strategy focuses on the recruitment of engineers and designers more than any other group of people. The HR philosophy in Dyson is ‘‘to nurture talent and challenge people to get the best from them’’. Recruited staffs typically follow a linear progression in moving up the ladder of their career. The Dyson website reports that there are 10 different types of benefits, staffs are entitled to. There are 2500 people working for Dyson around the world with a growing demand to recruit more engineers at the Wiltshire head office. Recruitment follows an online process and successful candidates are called for interviews where the best are selected. Dyson’s shows vibrant, entrepreneurial culture with a huge emphasis on innovation, creativity and initiative. Dyson don’t strap people into suit and plonk them behind desks. The staffs are encouraged to develop new ideas outside of the traditional boundaries. Question 2 To what extent do you think any of the capabilities can be imitated by competitors? VRIO FRAMWORK | Valuable? | Rare? | Costly to Imitate? | Exploitable by the Organisation? | Competitive Implications? | | NO| —| —| NO| Competitive Disadvantage| YES| NO| —|   | Competitive Parity| | YES| YES| NO|   | Temporary competitive advantage | | YES| YES| YES| YES| Sustained competitive advantage| 1. Inspirational leadership | YES| YES| YES| YES| Sustained competitive advantage| 2. J. Dyson| YES| YES| YES| YES| Sustained competitive advantage| 3. R&D expertise| YES| YES| Y ES| YES| Sustained competitive advantage| 4. Physical products| YES| YES| YES| YES| Sustained competitive advantage| 5. Manufacturing plants | YES| YES| YES| YES| Sustained competitive advantage| 6. Design engineering skills | YES| YES| YES| YES| Sustained competitive advantage| 7. The brand name| YES| YES| YES| YES| Sustained competitive advantage| 8. Corporate culture| YES| YES| YES| YES| Sustained competitive advantage| DISCUSSION AND ANALYSIS In my opinion any capabilities can be imitated by competitors with exception of patents which are protected for the limited time period. Competition itself it doesn’t have to be the direct threat but in today’s world allow us close observation resulting in many cases in reverse engineering provoking technology improvements and finding more sufficient solutions. There in not such a thing as a well protected company. Dyson lost case in English Court with TTI) Market share among competitors does not relay on available technology only. There so many different factors like cost efficiency, marketing, advertising, location and so on and those factors are usually used for market domination in the same product range. Every competitive company could be categorizing by distinctive capabilities. Distinctive capabili ties are giving the particulars companies a distinctive edge directly related to market demands e. g. Electrolux – saving products, Dyson –eco-friendly or innovative appearance and Miele – reliability. Question 3 Which of Dyson’s distinctive capabilities may, over time, become threshold capabilities? Distinctive resources and competencies and its diversification rely on certain niche market. Not every consumer is preparing to pay a premium price for the product representing outstanding innovative look and design. Many of us are not prepare to do so because reliability and traditional brand name are the factors instigating our choices. Different companies relay on different strategy to maintain its market position and this is usually based on traditionally recognise distinctive competences, resources and capabilities. There are some companies with well establish markets names which are used by generation of consumers e. g. Electrolux or Miele. In the age of new technologies distinctiveness of the product will loose its grounds towards unification, which proves the point that distinctive resources, competences and capabilities will loose its outstanding values over unification. Dyson is based on innovated look targeting high end product users constantly reinvesting its profit towards new concepts and this idea is very alien for more conservative approach to well establish group of consumers. In my opinion you do try to repair something which is not broken. If the company will consequently follow the idea of JD towards mixing arts and engineering and investment of the huge portion of profit in R&D they will maintain its position in the market leadership. All of the sudden well established companies who dominated market for generations got over come by relatively speaking new comer Dyson Ltd. In order to reverse the situation there are force to rethink own market approach and adapt new ideas e. g. allocation funds for R&D, creativity in product appearance and implementation of new design and technologies. Question 4 Bearing in mind your answers to question 1 and 2, how crucial is Sir James Dyson to the future of the company? What might be the effect of his completely leaving or selling the company? In my opinion JD left the impact not own in his only company but also changed the approach of consumers market towards unusually innovative products. Instead of using straight path and follow existing concepts he is famous for introducing futuristic ideas. This is not easy to implement radically different products although he is doing this with the full determination. Relationship between unconventional design and markets needs is known not always in tune. In his concept thinking, testing, breaking, questioning will always find a group of devoted followers. From practical point of view his smart ideas of protecting his product by patents law secure the company position against the catching up competitors. He showed that simple household products could have very artsy design for which he could charge the premium price. His innovative approach includes unprecedented allocation of 50% of the profit towards R&D. By doing this Dyson is securing strong and save position of his company. Every strategic decision to resign his CEO position allows him to still have very strong impact on a product outcome by holding the key decision to innovated design. If he ever decides to leave or sell the company his legacy won’t be forgotten. This company maintain its leading status would probably prolong his vision in order to stay ahead of competition. If Dyson decides to sell the company and the new owner doesn’t follow his idea the company will become one of many without distinction. References: Arnott, S. , 2010. 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(Cincinnati, OH: South-Western College Publishing, 2001), [Accessed on 17/11/201 1] Musa, Z. , 2009. Dyson to make Malaysia R&D centre. The star online, [Online 8 October], Available at http://biz. thestar. com. my/news/story. asp? file=/2009/10/8/business/4864485&sec=business, [Accessed on 15/11/2011] M Porter (1990), Competitive Advantage of Nations, Free Press, [Accessed on 10/11/2011] M. E Porter (1985) Competitive Advantage: New York: Free Press, [Accessed on 10/11/2011] Suderland, R. , 2011. Sir James Dyson furious as court rejects appeal over ‘copycat' design case. This is money. [Online 28 October], Available at http://www. thisismoney. co. uk/money/markets/article-2054304/Sir-James-Dyson-furious-court-rejects-appeal-copycat-design-case. html, [Accessed on 15/11/ 2011] http://bookshop. blackwell. co. uk/extracts/9780199203055_wetherly. pdf, [Accessed on 12/11/2011] http://www. yson. co. uk/insidedyson/article. asp? aID=jamesdyson&hf=0&js=, [Accessed 10/11/2011 http://www. guardian. co. uk/uk/2010/jun/22/budget-2010-corporation-tax-slashed-to-24p,accessed 11/11/2011 http://www. hse. gov. uk/news/index. htm, [Accessed on 17/11/2011] www. hoover. co. uk, [Accessed on 11/11/2010] http://www. hrmagazine. co. uk/news/999460/350-new-engineering-jobs-Dysons-laboratories-Wilts hire/, [Accessed on 12/11/2011] http://www. ingenia. org. uk/ingenia/articles. aspx? Index=171, [Accessed on 11/11/2011] http://www. vax. co. uk/about/, [Accessed on 10/11/2011]

Comparison of ‘The Speckled Band’ and ‘Lamb to the Slaughter’ Essay

In this essay I will be comparing the two stories ‘The Speckled Band’ by Sir Arthur Conan Doyle and ‘Lamb to the Slaughter’ by Roald Dahl. ‘The Speckled Band’ was written in 1892.This was in The Victorian Period when people had very little faith in the Police and Conan Doyle needed to create a Detective who always got everything right so that the public started to believe the Police could actually get it right. It was first published in a magazine called â€Å"The Strand† in weekly episodes so to a certain extent he needed to keep his readers interested as well which is why the plot is so complicated. The plot is about a woman called Helen Stoner who is going to get married, but someone or something murders her sister who also was supposed to get married. Helen Stoner goes to see Sherlock Holmes to see if he can help solve the crime. The plot is full of twists and red herrings that is up to the reader to try and solve as they go along but as always Sherlock Holmes works out the significance of everything and solves the crime. ‘Lamb to the Slaughter’ was written in 1954by Roald Dahl. This story was also published in a magazine called â€Å"Harpers† but was written to be read in one go so it does not have the complicated layout of Conan Doyles story. Instead the reader knows exactly what is going on form the start of the story and the ending is shocking and designed to entertain and horrify. It was written by Dahl to show how women at the time were a lot more powerful than the men gave them credit for and should be respected more than being at home , pregnant. The plot is about a modern couple that seem to be falling out. Mary Maloney is the perfect 1950’s housewife who makes dinner and cleans, but one day when her husband (Patrick Maloney) comes home from work they have an argument. Mary loses her temper with Patrick and hits him over the head with a leg of lamb and accidentally kills him. In a panic she phones the police and puts the leg of lamb in the oven to cook for dinner. When the police arrive she persuades them to eat the lamb because it would be a waste of food. In the end the police eat the evidence and Mary didn’t get caught. Dahl uses comic irony at the end to engage the reader as Mary sits there laughing about what she has done; you don’t imagine her to do this as a middle class housewife. The times that these stories are set in are both very different. Like travel, in ‘The Speckled Band’. They travel by horse and cart but in ‘Lamb to the Slaughter’ trey use car or foot just like in the modern day. For communication the people in 1892 would have to write or go and see the person they wanted to talk to but in 1954 they would have used the telephone. Also in 1892 they did not have much electricity so they used candles instead of light, whereas in 1954 they had lots of electricity. In 1892 the women would have worn veils and long skirts but in 1954 they would have they would have worn jeans, t-shirt etc. in 1892 rich families would lived in large houses with servants but in the modern day most families are middle classed and do not have the money for servants etc. When there was an enquiry in 1892 the detectives would have had to use their own knowledge to solve crimes but in 1954 they would use fingerprints, evidence etc to solve the crimes. The language used in ‘The Speckled Band’ was old fashioned and very formal like when Sherlock Holmes says â€Å"Very sorry to knock you up Watson, † said he, â€Å"but it’s the common lot this morning.† He also says things like â€Å"Mrs Hudson has been knocked up, she reported upon me, and I on you.† This isn’t the kind of language we would use in the modern day and proves that it is set in 1892. However in ‘Lamb to the Slaughter’ there was a lot of slang and it was not as formal. Like when Mary says â€Å"Hullo darling.† And † Hullo Sam† to the grocer. However the way she speaks to Sam the grocer proves it was set in the 1950’s and not in any other time because we would not know the person in the corner shops first name today but it was common in the 1950’s to be friendly with them. In ‘The Speckled Band’ Sherlock Holmes is the main character. He is a famous detective and solves difficult cases. Conan Doyle invented him because people in the Victorian times were fed with the fact that the police could not solve any crimes and he wanted a character that always got everything right. However in ‘Lamb to the Slaughter’ there were police who are good at solving cases but wouldn’t be able to solve them without any evidence and they are very arrogant and treat Mary as a silly woman when in fact she is the person who has tricked them and been the murderer. Dahl does this to shock his readers and make it even more dramatic which Conan Doyle would not want to do because they needed to trust their detective! In ‘The Speckled Band’ the killer was a snake that had been hypnotised by Helen Stoner’s stepfather, but all the way through the story he is a suspect and he acts suspiciously like when Helen goes to visit Sherlock Holmes to tell him what has been going on, shortly after she leaves her stepfather came in asking if she has been here. It seemed like he had something to hide, but in the end it had nothing to do with him. In ‘Lamb to the Slaughter’ Mary seems like a nice, gentle woman who feels that she has to help out. Like when she says, â€Å"Darling, shall I get your slippers?† but after the police eat the evidence she laughs so I think he whole issue hade made her go a bit insane. At the beginning of the story you didn’t expect it from her because she just seems like a normal, average wife like when it said about ‘She took his coat and hung it in the closet.’ and when it said ‘She was sat back again in her chair with the sewing.’ The scene seems too realistic for something bad to happen. In ‘The Speckled Band’ the victim was Helen Stoner’s sister because there was nothing anyone could do to save her; this made the readers feel very sorry for her. The next victim was Helen Stoner and because nobody knew what killed her sister it seemed that she needed protection. I would expect someone like her to be the next victim because she is a woman who has done nothing wrong and is innocent. I don’t think her or her sister deserved to be the victims because they are both just happy and normal people. In ‘Lamb to the Slaughter’ you don’t feel sorry for Patrick because he is being horrible to Mary and you feel automatically on her side from the beginning. I think he deserved to be upset but not killed because they are just having a falling out. ‘The Speckled Band’ is set in Stoke Moran, which is Helen’s stepfather house. Sherlock Holmes is investigating the house. I think it is a good setting for a murder to take place and because it’s a very big house which makes it creepier for the reader because you don’t know what is doing the killings. ‘Lamb to the Slaughter’ is set in Mary Maloney’s house. I think the way the author has described it makes it sound very realistic, like when he says, â€Å"The room was warm and clean, the curtains drawn, the two table lamps alight.† This makes the room sound cosy and like it really exists. You can really picture the scenery. I also think it’s a good setting for a murder because you can imagine it happening there. I think I would expect it because so many crimes in real life have been taken place in houses. Out of the two stories I preferred ‘Lamb to the Slaughter’ because it is easier to understand and keeps you interested all the way though with the description it uses. I disliked the other story because the speaking parts dragged on to long and I did really just want to get on and find out what happens.

Diabetes The Leading Chronic Disease - 3040 Words

Introduction/Background: Diabetes, often referred to as diabetes mellitus, is one of the leading chronic diseases. Diabetes is a group of diseases marked by high levels of blood glucose, also known as hyperglycemia, resulting from problems in the body’s ability to produce insulin, the body’s effective use of insulin, or both (Centers for Disease Control and Prevention, 2014). The food we eat on a daily basis is broken down into glucose and enters the bloodstream. Insulin, a hormone made by the pancreas, is then used to transform glucose into energy by letting them into the cells (Centers for Disease Control and Prevention, 2014). Therefore, insulin is very important because it regulates the blood sugar in our body. High levels of blood glucose increases the risk of heart attacks, strokes, blindness, kidney disease, and limb amputation (Centers for Disease Control and Prevention, 2014). According to International Diabetes Federation, over 387 million people have diabetes worldwide. 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