Beowulf as Epic - 823 Words

What makes an epic? Is Beowulf an epic? ï‚ · ï‚ · ï‚ · What is an epic poem, and how does it differ from other kinds of poetry or storytelling? How have epic poems traditionally been transmitted from generation to generation? How do tellers remember these long and complicated stories? According to Robert Harris’s Glossary of Literary Terms, he defines an epic as the following: Epic. An extended narrative poem recounting actions, travels, adventures, and heroic episodes and written in a high style (with ennobled diction, for example). It may be written in hexameter verse, especially dactylic hexameter, and it may have twelve books or twenty four books. Characteristics of the classical epic include these: ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · The main character or†¦show more content†¦9. BEOWULF is set in a male-dominated world full of violence and danger. What role does patriarchal history play in this world? Why does it matter to the warriors who their ancestors were? 10. How is BEOWULF structured? How does this structure relate to the theme or themes of the work as a whole? 11. What role does the mead-hall play in Anglo-Saxon warrior culture? What is the proper relationship between a lord and his warriors? What examples can you find throughout Beowulf? 12. What is the role of women in the heroic culture of Beowulf? 13. How does treasure function in Beowulf? How do the characters and the poet seem to feel about the element of gold, as it appears throughout the poem? 14. What role do the digressions play in Beowulf? What light do they shed on the main action? 15. Is Beowulf an ideal hero and king? Is there anything lacking in his character? 16. Would you say that the characters in Beowulf are as psychologically complex those in modern works of literature? Do they undergo any development as the poem progresses? References (APA) Harris, Robert(2010). A Glossary of LIteratary Terms. Retrieved 27 December 2011.Show MoreRelatedBeowulf : The Epic Of Beowulf1027 Words   |  5 Pages To begin, Beowulf the poem has a unknown author, Beowulf is an epic poem. In Beowulf he is challenged by the murderous monster Grendel, Grendel is eating and slaughtering Hrothgar the King of the Danes men and people, the king needs Beowulf s help in defeating Grendel, Beowulf ends up killing the monster and is now tormented by the monster s mother that is much larger, she is no match for Beowulf and he kills her as well, lastly it is Beowulf’s last battle after he has been king of Geatland forRead MoreThe Epic Of Beowulf By Beowulf2577 Words   |  11 Pagesoriginal aspects of these different religions. Due to the construction of this Beowulf, students and professors are able to study and get a true understanding of a pagans’ demeanor and how life evolves through their eyes. Throughout the epic poem Beowulf, paganism is exemplified as this epic hero falls victim to fate while embarking on his journey through life fighting monsters and chasing after his fame. To begin with, Beowulf was composed in Old English by an anonymous writer between the sixth and seventhRead MoreThe Epic of Beowulf733 Words   |  3 PagesBeowulf is the oldest anglo-saxon poem written in English. The poem describes the heroic deeds of Beowulf in his fight against monsters. Even if the events narrated in the poem take place in Denmark, the poem was transmitted by oral language between the anglo-saxon even 200 years after its creation. Anglo-saxons did not consider themselves british, but vikings, and their heroes were always from Scandinavia. The author of Beowulf is anonymous. The original poem was written on sheep tanned leatherRead More Epic of Beowulf Essay - Beowulf as Epic Hero844 Words   |  4 PagesBeowulf as Epic Hero Epic heroes usually exemplify the character traits most admired in their societies, and Beowulf is no exception.   Beowulf is set in the Anglo-Saxon society, a time when war was rampant among the many peoples trying to take over the different kingdoms of England.   In this dangerous, violent time people lived in constant peril and jeopardy.   These conditions only allowed people of great bravery to survive and men of outstanding courage were admired the populous.   TheseRead MoreThe Epic Of Beowulf As An Epic Hero1519 Words   |  7 Pageswhisked away following a journey, you have most likely read an epic. An epic by definition is â€Å"a long poem, typically one derived from ancient oral tradition, narrating the deeds and adventures of heroic or legendary figures or the history of a nation†. Every epic has a main character that undergoes the same archetypal journey as all other heroes, an epic hero. There are specific qualities one must have to be considered an epic hero. Each epic hero possesses superhuman strength, displays a strong senseRead MoreComparing Beowulf And The Epic Of Beowulf937 Words   |  4 Pagesthe Roman Empire. In the story Beowulf, his actions portray him, indeed be an epic hero. Both Christianity and Paganism are both portrayed throughout the epic Beowulf. Beowulf frequently speaks of God throughout the story, while there are also many Pagan elements that are evident throughout the story as well. In addition, It s hard to ignore the Christian and Pagan elements in Beowulf. These types of elements are what define the heroic warrior in the epic Beowulf(Vengeance the Pagan and ChristianRead MoreThe Epic Of Beowulf As An Epic Hero711 Words   |  3 Pagesthan the writer. These â€Å"epic heros† are protagonists that fulfill their potential of greatness through using their bravery, strength and humility for good. The near ancient tale of Beowulf is a classic example of an epic story that contains an epic hero. In this tale Hrothgar, the king of the Danes, has been terrorized by a beast known as Grendel. This beast has been murdering the king’s people and no one has come close to stopping this killer. A Geat warrior named Beowulf hears of the King’s predicamentRead MoreThe Epic : An Analysis Of The Epic Of Beowulf701 Words   |  3 PagesBeowulf is one of the longest surviving Anglo-Saxon poem. The epic takes place in the sixth century in what is now Denmark and Sweden. The poem opens with Hrothgar, whose successful rule is signified by a glorious mead-hall called Heorot. For 12 years, a massive man-like ogre named Grendel, a descendant of Cain, has raided Heorot and killed the kings warriors. Beowulf, a young warrior from Geatland (Sweden), comes to Hrothgar’s aid, bringing 14 of his best men with him. At a feast before the endRead MoreBeowulf : An Epic Hero930 Words   |  4 Pages The story of Beowulf shows its reader many characteristics of why this Anglo-Saxon poem is an epic. First of all, Beowulf is a warrior of epic renown by the time he formally introduces himself in the poem. Next, Beowulf is the warrior that many strive to be in life. In addition, Beowulf finds himself tackling many quests that involve dangerous beasts, or as he might call them, demons. The next quality shown by Beowulf is his bravery and honor. The reader is able to easily identify this characteristicRead MoreCulture And Values : The Epic Of Beowulf And Beowulf1260 Words   |  6 PagesAnalyzation of the Beowulf Epic and the Beowulf and Grendel Film The epic tale of Beowulf was written sometime after his death. In other words, a long time ago during the Anglo-Saxon period. Today, directors in Hollywood did not keep from creating their own rendition of this epic poem As a result, plenty of modern interpretations of Beowulf, such as Sturla Gunnarsson’s Beowulf and Grendel, have been released. Naturally, the cultural values that might be reflected in modern Beowulf renditions will

Origins and Use of Amaranth in Prehistoric America

Amaranth is a grain with high nutrition value, comparable to those of maize and rice. Amaranth has been a staple in Mesoamerica for thousands of years, first collected as a wild food, and then domesticated at least as early as 4000 BC. The edible parts are the seeds, which are consumed whole toasted or milled into flour. Other uses of amaranth include dye, forage and ornamental purposes. Amaranth is a plant of the family of Amaranthaceae. About 60 species are native to the Americas, whereas less numerous are the species originally from Europe, Africa, and Asia. The most widespread species are native to North, Central and South America, and these are A. Cruentus, A. caudatus, and A. hypochondriacus. Amaranthus cruentus, and A. hypochondriacus are native of Mexico and Guatemala. The first one is used in Mexico to produce typical sweets called alegrà ­a, in which the amaranth grains are toasted and mixed with honey or chocolate. Amaranthus caudatus is a widely distributed staple food both in South America and in India. This species originated as one of the staple foods for the ancient inhabitants of the Andean region. Amaranth Domestication Amaranth was probably widely used among hunter-gatherers in both North and South America. The wild seeds, even if small in size, are produced in abundance by the plant and are easy to collect. Evidence of domesticated amaranth seeds comes from the Coxcatlan cave in the Tehuacan valley of Mexico and dates as early as 4000 BC. Later evidence, like caches with charred amaranth seeds, has been found throughout the US Southwest and the Hopewell culture of the US Midwest. Domesticated species are usually larger and have shorter and weaker leaves which make the collection of the grains simpler. As other grains, seeds are collected through rubbing the inflorescences between the hands. Use of Amaranth in ancient Mesoamerica In ancient Mesoamerica, amaranth seeds were commonly used. The Aztec/Mexica cultivated large quantities of amaranth and it was also used as a  form of tribute payment. Its name in Nahuatl was huauhtli. Among the Aztecs, amaranth flour was used to make baked images of their patron deity, Huitzilopochtli, especially during the festival called Panquetzaliztli, which means â€Å"raising banners†. During these ceremonies, amaranth dough figurines of Huitzilopochtli were carried around in processions and then divided up among the population. The Mixtecs of Oaxaca also recognized a great importance to this plant. The precious Postclassic turquoise mosaic covering the skull encountered within Tomb 7 at Monte Alban was actually kept together by a sticky amaranth paste. Cultivation of amaranth decreased and almost disappeared in Colonial times, under the Spanish rule. The Spanish banished the crop because of its religious importance and use in ceremonies that the newcomers were trying to extirpate. Sources Mapes, Christina and Eduardo Espitia, 2001, Amaranth, in The Oxford Encyclopedia of Mesoamerican Cultures, vol. 1, edited by David Carrasco, Oxford University Press. pp: 13-14 Sauer, Jonathan D., 1967, The Grain Amaranths and Their Relatives: A Revised Taxonomic and Geographic, Annals of the Missouri Botanical Garden, Vol. 54, No. 2, pp. 103-137

Company overview Free Essays

string(74) " its operations by avoiding cultural conflicts as well as social effects\." British petroleum (BP) is one of the largest energy companies dealing in fuel for transportation, energy for heat and light, retail services and petroleum products. The company’s international headquarters is in London. The company has operations in more than 100 countries and employs over 96,000 people. We will write a custom essay sample on Company overview or any similar topic only for you Order Now The company has products under the BP, Castrol, Arco, am/pm, and Wild Bean Cafe brand (BPplc, About Bp, 2009). The company operates under two major business segments; exploration and production, refining and marketing and BP alternative energy. The company basically finds, extract, move oil and gas. The company also makes fuels and products, sells fuels and products as well as generating low carbon energy in a responsible way. The company operates in six continents; South America, North America, Europe, Australasia, Asia and Africa (Vault. com, 2009). BP is also well known for its innovative technology which aims at providing energy to meet the customers demand through efficient products. Investing in low carbon energy is also another option that the company is exploring (BPplc, About Bp, 2009). Strategic audit The strategic audit of a corporation is an eight step process that generally encompasses a holistic analysis of the company. The basic aim in strategic audit is to establish the current position which will help the company chart the way forward. A strategic audit helps the company to formulate strategies and select the best strategic alternative(s) for implementation. The first step is the analysis of the current situation. This involves the audit of the current performance and strategic posture. Current performance is evaluated in terms of profitability, market share, and return on investment. Strategic posture looks at the mission, objectives, strategies and policies (BPplc, 2009 Strategy presentation, 2009). The second step is a look at the corporate governance. This means analysis of the board of directors and top management in terms of their structure, names and contribution to the company Scanning the external environment for opportunities and threats is the next step of a strategic audit. Under this stage, the company looks at the societal environment, task environment and finally listing all the above factors. The next step is the analysis of the internal environment i. e. strengths and weaknesses. Here, the corporate structure, culture, resources (marketing, finance, research and development, operations and logistics, human resource management and information systems) is looked into. A summary of these factors is then prepared (BPplc, 2009 Strategy presentation, 2009). After looking at the external and internal environments, the company then analyses its strengths, weaknesses, opportunities and threats (SWOT). These are then linked to the company’s mission and objectives to establish any relevance. The next step of the strategic audit is the analysis of the strategic alternatives in order to select the best strategy (ies) to be recommended. The recommendation should be justified by looking at the potential, changes and impacts of the strategy. After making the recommendations, the next step is the implementation of the proposed strategy (ies). The implementation will include assigning duties on who is to develop these strategies. The financial aspect and operating procedures should be analyzed. The last step of the strategic audit is the evaluation and control. Evaluation and control involves a look at the current information system i. e. whether it can provide sufficient feedback and whether there are enough controls (BPplc, 2009 Strategy presentation, 2009). Strategic Alternatives In formulating the best strategic alternatives, the company has to consider the economic, socio-cultural, political-legal, technological and financial strengths and challenges facing the company. Economic environment This involves looking at the economic environment. The company operates in an industry that has other large companies e. g. Shell, Chevron, Exxon Mobil, Total and other smaller companies. All these companies have the resources and technical ability to compete at the same level as BP Plc. This is why the company has focused on cost reduction through measures like staff reduction and efficient production. The company has also focused on alternative energy e. g. solar and wind. This is as a result of the challenging operating environment where there has been a growing shift to green energy that has minimal pollution. In an industry faced with rising production costs, the company has been on track by focusing on means and ways of reducing their costs. The focus has been on reducing the number of staff and reducing the number of senior positions in the company by 20%. This strategy has borne fruit with the flattening of the cost curve of the company while those of the competitors keep on rising. The company’s focus on new technologies has resulted into improved production capacity. In fact the overall production trend for all the major companies has been declining. BP Plc. has defied this trend by increasing its production in the year 2007-2008. The technology used by the company includes Advanced Gas Injection and Water flood technologies that have enabled the company to push the limits of the reservoirs. The drop in oil prices means declining revenues. In order to increase revenues, the company has focused on reducing the performance gap by restoring revenues in areas like Toledo, improving supply optimization in petrochemical and marketing. The company area of focus for petrochemicals is Asia where there is rising demand. The company has also established value chains for its fuel production. Value chains are those activities that create value from the supply to the final delivery to the consumer. This has been achieved through integrated supply and trading which has lead to more revenues. In a bid to increase its oil reserves, the company has also partnered with TNK of Russia. The partnership has resulted in 30% increase in production. Socio-cultural The company has tried to endear itself to the community in which it operates. BP achieves this through training and employing local staff at all levels. The aim here is to be a local company by creating partnerships with the local community. BP strategic aim is to reduce the levels of resistance to its operations by avoiding cultural conflicts as well as social effects. You read "Company overview" in category "Papers" The company has entered into partnerships with the local community in terms of education, encouraging enterprise, fostering good governance, partnership in public health, access to energy, giving and volunteering, safeguarding human rights, as well as development through community case studies. All these activities are targeted at enhancing and fostering the relationship between the company and all the community in which it operates thus reducing conflicts between the community and the company. Political-legal Some of the challenges that the company could face are the political/ legal. This is because the company has operations in many countries that may be subject to political instability. To mitigate this, the company has formed partnerships with local companies and thus reduces resistance towards the company consequently the company is able to increase its operations and revenues. Rigid legal regimes concerning the operations of foreign companies may negatively impact the operations of the company. The company has reduced this by engaging in partnerships with local companies. Taxation and licensing may vary from country to country. This may have negative impacts on the company’s operations. Exploration and production rights may not be granted to the company. BP has overcome this challenge by partnering with the governments of respective countries through agreements. Technological In a bid to improve its operations and increase productivity, the company has adopted innovative technologies. Some of these technologies include the Bright water which uses new inter-well polymer treatment which ultimately improves water flood Recovery. The Company has focused on technology to come up with innovative approaches that can increase production as well as solve energy challenges Financial information BP plc has been able to grow its net income by 39% to $26. 2 billion which is the highest growth rate registered by major energy companies. Cash flow from operations also grew 54% to $ 38. 1 billion on a year on year percentage basis. The company was also the only super major to register growth in reported volumes in new reserves. The company registered a growth of 1% on year on year percentage basis. Apart from operations, the company utilizes debt to finance its activities. The debt is at the rate of 20-30%. All these financial data indicates that the company is focused on growth by efficiently using its cash resources to generate more sales and improve on the shareholders wealth by engaging in share buy backs. Recommended strategy Based on the analysis of all the above factors, some of the available strategies are; – Cost reduction strategies – Alternative energy by diversification – Focus on growing markets growth – Creating value on existing products – Partnership to grow – Technology leadership – Continuous improvement These strategies can be broadly classified into two directional i. e. growth and retrenchment strategies. The company can utilize the growth strategies in its upstream segment (exploration and production) and retrenchment strategies on its down stream business (refining, convenience, refining) (Wheelen, 2006) Implementation of the strategy Strategy implementation involves all the activities and choices that are required for the execution of a strategy. The implementation process basically deciding who is to carry out the plan what must be done and how are the selected people selected to carry out the strategic plan going to do it (Wheelen, 2006). These strategies are normally executed by various heads of business segments subordinated by other employees within the business segments. This has been done through budget allocations, programs that indicate the time frame in which the various strategies need to be implemented and the use of procedures e. g. the Operating Management System that covers employee capabilities to risk assessment. Some of the programs used by the company are those of closing the performance gap which runs from 2008 to 2011, and the reduction of the number of employees in refining and marketing from mid 2007 to the end of 2009 by 3,500. After deciding on who and what must be done, the company must decide on how the strategy is going to be implemented. How a strategy is to be implemented might involve developing new organizational structure. For BP plc, to implement some of its strategies, the company has decided to eliminate certain senior and junior positions. Evaluation and control This is the process by which a company can monitor its corporate activities and performance results in order to compare the actual performance with the desired performance. Evaluation and control provides a feedback mechanism where corrective measures can be taken where necessary (Wheelen, 2006) Evaluation and control can be summarized into the following 5 steps – Determine what to measure – Establish standards of performance – Measure actual performance – Compare actual performance with the standards – Take corrective action The company has set out plans to reduce costs and improve on efficiency on its operations. The company wants to grow its upstream business (exploration and production) while at the same time turning around its downstream business. Upstream business growth is measured by growth in reserves, increased replacement percentage, and getting more out of reservoirs. Downstream business is to be improved through cost reduction by restructuring the company’s operations e. g. by downsizing and recapitalizations Improved bottom-line, high reserve replacement percentages, efficient operations, growth in reserves are some of the standards of performance that the company uses to gauge performance. Actual performance is measured at specified times e. g. for BP plc, restoring revenues from refining performance, improved supply optimization and margin capture in petrochemical and marketing has a time frame of 2008-2011 The comparison of actual performance against standard performance has to be done in order to establish the current position for example in 2008; the production grew 1. 5% while the replacement reserve was 136% which was more than the minimum 100% replacement. If the actual performance does not match the expected results, then corrective action needs to be taken. An example is the restoration of capacities in Texas City so as to boost refining and consequently revenues. References BPplc. (2009, March 3rd). 2009 Strategy presentation. Retrieved April 15th, 2009, from Bp. com: http://www. bp. com/liveassets/bp_internet/globalbp/STAGING/global_assets/downloads/I/IC_bp_strategy_presentation_march_2009_script. pdf BPplc. (2009, March 3rd). About Bp. Retrieved April 15th, 2009, from Bp. com: http://www. bp. com/marketingsection. do? categoryId=2contentId=7013628 Vault. com. (2009, April 14th). Indusrty Overview. Oil and Gas. Retrieved April 15th, 2009, from Vault. com: http://www. vault. com/nr/main_article_detail. jsp? article_id=22843159cat_id=0ht_type=7. Wheelen, J. D. (2006). Essentials of Strategic Mnagement. New Jersey: Prentice Hall. (BPplc, 2009 Strategy presentation, 2009) How to cite Company overview, Papers

Training and Prosocial Organizational Behaviors-Free-Samples for Stude

Question: Discuss about The relationship between training and prosocial organizational behaviors. Answer: Introduction Some of the fundamental features of the human resource management are training and organizational behavior. Proper training is provided by the experts to the new employees of the organization. The organizational behavior is such an aspect that is measured from the ways the employees of the particular organizations behave (Hendry, 2012). This also reflects the organizational culture as well. In this paper, the main purpose will be to draw a relationship between pro-social organizational behaviors and training of the employees. Training Training is an organized procedure in the organizations. The employees must be given a proper training so that they can enhance their skills and show their worth by delivering the expected performance for the organizations. The employees should be trained in a way by which they can adjust to all the changes in the organizational environment. All the required knowledge, ability and skills can be obtained by the employees if they go through a proper training indeed (Hendry, 2012). Pro-social organizational behaviors Pro-social organizational behaviors are considered to be very important behaviors that are elemental for the success of the organizations. These pro-social organizational behaviors have a huge implication on the overall performance of the organizations (Hazzi Maldaon, 2012). The organizations will be able to survive properly if they perform the pro-social organizational behaviors properly. The pro-social organizational behaviors are generally enacted by the individuals of an organization when he carries out his or her functions for the organization by communicating with his colleagues. There are certain kinds of pro-social organizations that can be highlighted in this context. They are employee-directed pro-social behavior (altruism), compliance, customer0directed pro-social behaviors, whistle-blowing and others. Relationship between pro-social organizations and training It has been a matter of discussion as proper training of the employees could lead to the success of the organization from all the directions (Hazzi Maldaon, 2012). If the employee-directed pro-social organizational behaviors are not properly performed the employees will not learn the ways they should conduct with their colleagues and most importantly with their clients (Armstrong Taylor, 2014). The organization can function smoothly only if the employees are well-organized and behave properly according to the ethics of the organization. The experts should always behave well and co-operate with the workers. These particular behaviors are very necessary for the survival of the organizations (Hazzi Maldaon, 2012). These things are also taught in the training process. This is considered to be one of the most interesting responsibilities for the human resource managers. They should incur the sense of responsibility in the employees through proper training (Armstrong Taylor, 2014). It is believed by some experts that taking up the additional roles or the extra roles is a part of the pro-social organizational behaviors and the employees should be trained by the human resource managers properly (Ford, 2014). All these things should be directed towards meeting the organizational goals and achieve organizational success. Conclusion The paper can be concluded by saying that pro-social organizations are really very inspiring for achieving the organizational success. It is the responsibility of the HR managers to make the employees efficient enough to comply with the needs of the organizations. References Armstrong, M., Taylor, S. (2014).Armstrong's handbook of human resource management practice. Kogan Page Publishers. Ford, J. K. (2014).Improving training effectiveness in work organizations. Psychology Press. Hazzi, O. A., Maldaon, I. S. (2012). Prosocial organizational behaviors: The lifeline of organizations.European Journal of Economics, Finance and Administrative Sciences,54, 106-114. Hendry, C. (2012).Human resource management. Routledge.

Ricker Oils Marketing Plan

Executive Summary Armstrong (2000, p.22) defines a marketing plan as a written document which details the necessary actions necessary to achieve the marketing objectives formulated. A Marketing plan is a blueprint for communicating the value of your products and services to your customers (Anon, 2005, para. 2).Advertising We will write a custom essay sample on Ricker Oil’s Marketing Plan specifically for you for only $16.05 $11/page Learn More Ricker Oil limited was founded in 1979 and currently operates 49 convenience stores in Indiana State. The company distributes high quality oil products to various categories of consumers in Indiana. The company according to Simpson (2010, p.15) is committed to community service, customer service and corporate trust as its foundation. This Marketing plan is a one year strategy in response to the recent spillage in the Gulf of Mexico. The spill has affected the business. The future implications that it has to the company is analyzed. The spillage is a threat to the business and hence there is a need to have a clear way forward in handling the situation at hand. In order to attain this, the firm has developed a marketing plan. The strategies herein are in line with the overall business plan and acts as a strategic blueprint. Situation analysis One of the major challenges facing the oil industry in United States is as a result of oil spillage in the Gulf of Mexico by the contracted supplier that is British Petroleum Public Limited Company. The outcome of the spillage according to BP (2010) has affected a large number of entrepreneurs and independent distributors who deal with the brand. Being one of the businesses dealing with BP products as a distributor, the management team has to consider how to survive in business amid customer complaints regarding the situation. Some of the stations such as the Ricker Oil which deal with BP brands cannot distance themselves from the challenge facing t he oil company as stated by Elliot (2007, p.130). This is due to the fact that these stations are in existence as a result of a contract between them and BP Oil. These contracts stretch for a number of years hence it is impossible to terminate them without incurring huge financial obligation and legal consequences. Company analysis The Companys goal is to run the most profitable and professionally managed petrol station in the United States. In its operation, the firm focuses on customer care, employee and shareholders satisfaction. The company’s objective is to own 50% of the oil market share in Indiana by the end of the 2010.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Its market share has decreased recently as a result of customers shunning companies carrying BP brands which are attributed to the oil spillage crisis in the Gulf of Mexico. However, the management team is determ ined to ensure that the crisis does not greatly affect the business. Competition within the oil sector in Indiana is not stiff. In addition, there are a few established brands in Indiana. Most of these dealers are independent stations. The company has adequate resources available to fully implement the marketing plan. For example, during the previous financial year, the firm managed to register high profits. A significant proportion of the profit was put in the reserve which is in line with its policy. This means that the firm has sufficient amount of finances to implement the marketing plan. PESTEL Analysis According to Decision Group (2000, para. 2), the US political environment has undergone a change over the recent past. The government has formulated a policy aimed at enhancing the oil industry’s capacity to deal with the oil spillage crisis. For example, the government offered tax rebate to cushion against diminishing sales as the crisis is being dealt with. This cushion s Ricker Oil against economic changes such as inflation and rise in interest rates. This is favorable to the company’s operation. The daily journal carried an article which showed that drill oil in Indiana would be hard. In an effort to promote oil industry, the US government has formulated a policy aimed at increasing exploration of oil and gas (Department of Energy, 2010, para. 5). In order to exploit this opportunity, firms dealing with oil production are required to invest heavily on technology in order to be effective in drilling. Changes in the social environment have had the largest impact on business operation. One of the social changes relate to the low demand for the company’s products as a result of change in consumer behavior and attitude towards BP brands. On the other hand, technology has played a favorable role in the operation of the firm. This arises from the new eco-friendly petrol products launched by BP. Currently; the petrol product is the best qua lity in the market. Incorporation of new technology in oil storage and transportation will greatly reduce losses incurred through evaporation and spillage.Advertising We will write a custom essay sample on Ricker Oil’s Marketing Plan specifically for you for only $16.05 $11/page Learn More This will significantly reduce costs incurred by the firm. Legal issues in relation to health and safety are still unchanged though there are indications that the government will enact new regulation to prevent future oil spillage crisis and in handling oil crisis. Market Analysis The oil market has a high potential for growth despite the low sales which are attributed to the oil spillage crisis. Ricker Oil is well established in Indian state. However, the firm’s management team intends to acquire a 50% market share within the next one year. Through acquisition, the firm has been able to increase the number of its petrol stations. The recent acquisitions entailed two stations which were previously under one of our competitor’s brand. BP Company is communicating facts related to oil spillage to the consumers hence retain their trust to the brand. Recent demand for high quality eco-friendly petrol products coincided with introduction by BP of the same to the market. This gives the company differential advantage over its competitors. Establishment of a new college, a branch of the State University in the region with a capacity of 1,000 students will generate new market for our products. Consumer Analysis The current oil spillage crisis has resulted into a change in consumer buying decision. The 5.4% drop in sales is attributed to the crisis. Compared to other players in the market, Ricker Oil has a high potential of growth. The new drive inns experienced depicts the trust customers have on the brand. According to Simpson (2010, p. 6), consumers are loyal to the company because of the good customer care and efficiency in service provision compared to the competitors. If consumers cease purchasing from the company’s stations, they will be hurting the local economy. This is one of the the public relations campaigns that the company has considered in order to deal with the situation. The changing consumer behavior and attitude is attributed to the BP crisis. Consumer dissatisfaction is minimal and the crisis has been blown out of proportion as shown by groups in Facebook and other social websites.The company considers this as a personal issue. It therefore does not cut across the whole consumer base.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More SWOT Analysis Gillespie (2007, p. 4) defines a firm’s strengths and weakness as inherent advantages the company has over other players in an industry. The strong brand and good distribution networks maintained by Ricker Oil, financial capability and operating capabilities are our strengths. Employees of the firm will have to play a critical role and use their skills for the company to grow. To overcome our weaknesses the company will be launching a new brand of engine oil from its own production line hence reduce overreliance on BP brands. The oil crisis has provided Ricker Oil with an opportunity to buy of our competitors stations at bargained price hence establishing a higher market share and effective distribution network. Launching of new eco-friendly petrol product coincided with demand for high quality environmental friendly fuel. This gives the company an added opportunity over its competitors in the market (Anon, 2010, para. 3). The only threat experienced relates to competition from stations carrying other brands which have been innovated as a result of the crisis. However, this is temporary and the company expects normal operations in two month’s time. Threats of new entrants to the market have been foreseen and the company is repositioning itself as a leading oil provider. In addition, the firm offers other services such as convenience stores, free oil change and Children Park. Marketing analysis The market for oil products has grown tremendously over the past one year.This trend is expected to grow in the future due to the favorable economic environment brought about by strong dollar relative to other currencies. In addition, implementation of the stimulus package will promote market growth. The company expects a market growth of at least 5% per month which will be consistent throughout the period of the plan. The company is expanding its market target to satellite towns within the state through recruiting small distributors who have established businesses in these areas. Market segmentation It is important for Ricker Oil to expand its market by targeting institutional customers such as corporate organizations and schools in the region.This category of customers are loyal and entering into contractual agreement with them to be their suppliers ensures a sound customer base. The company intends to use market segmentation strategy in order to retain customers and to create product differentiation to meet the customer needs. Market segmentation is important in the company’s effort to position itself in the market as the leader via provision of high quality and reliable oil products. Price discrimination will also be exercised thanks to clear market segments and target as stated by Bangs (1992, p.3). Market share Ricker Oil market share has undergone a significant increase over the past few years it has been in operation. For the next one year, the firm projects its market share to increase with a margin of 50 % as a result of marketing its products in Indiana. The market share is expected to be boosted by the convenience stores. This arises from a change in consumer behavior. For example, consumers are considering purchasing product at convenience store while refueling. This plan sets a one year period as the maximum time allowed to gain half of the share of the oil products market (appendix). Increasing the market share is expected to generate more sales. Convenient stores contribute more than half of its annual profits. Over the last period, there has been a sustainable growth in customer base. Improving outlook, display, branding and services in the stores will eventually increase sales from oil products and increase customer base and market share. Sustaining the existing customers is key to achieving the desired levels of sales and a consistent 5% monthly increase in sales level. According to Lewis (2002, p.1), sustaining a company’s projects is more important and crucial than mere implementation of strategies. Competition There is stiff competition in the industry arising from independent stations which sell oil products for other brands. Competition is based on customer relations and service. The company will focus on efficient and effective customer service, relationship building and reliability in services provision. To gain a competitive advantage, the company will embark on expanding its convenience stores to include children parks in an effort to attract potential customers who have families. The Chartered Institute of Marketers (2008, para. 4) states that relationship marketing is important in achieving company goals and a database of all customers will be created within this period. The company will carry community empowerment and social responsibility twice this year, the main aim is to restore trust and market confidence as stated Verma (2006,p.20 ). Marketing strategy The company will adopt a new marketing strategy which will consider value a ddition. By offering extra services to clients ranging from free oil change, windscreen wiping, expanding convenience stores and free oil products delivery to loyal customers will go along way in building customer relations. There will be a change in positioning of premium unleaded petroleum products to suit needs of the corporate target market. The company will cease from selling repackaged diesel engine oil, rather it will act as a reseller to BP’s oil. These will lead to savings in relation to production costs. Product The Company’s oil products will still carry the BP brand. However, the convenience stores will introduce new customized products relating to the brand. Extensions in petrol oil products are necessary due to rising competition and changing consumer demand. Our products are known to be reliable, convenient and dependable and this is our strong foundation that we should uphold. Branding of company products is integral and with the BP brand under scrutiny from the market in the short run, the company will focus on selling benefits rather than the brand it carries. In the long run the company intends to do branding on the products but under license from BP. Price Pricing decisions for oil products will be based wholly on global prices, forces of demand and supply and competition. In order to retain and maintain the current customer base amidst the oil spillage crisis, quantity discounts will be offered to customers. For corporate clients, base payment options will be available provided. This will enable the company to achieve high levels of customer retention. Price discrimination will be exercised by charging different prices to different consumers groups. The criteria to practice price differentiation will be based on geographical distance and consumer loyalty. Consumers with loyalty cards will get cash discounts on products thus building loyalty and trust. Pricing decisions will be based on total cost plus mark up at same time ens uring the prices are competitive in the market for the sake of market penetration and market expansion. Promotion In the short run, that is the next three months, depending on the outcome of the oil spillage crisis to the business and public relations will be the main promotional which will be used. The BP brand will aid in communicating and advertising to leverage the company against the oil crisis for the next two years. BP will send sales representatives who will work with the company’s sales force in implementing new sales promotion to be launched in 6 months time. Cash discounts will be given to loyalty card holders and bulk buyers at a rate of 5% on total purchase. In addition, advertisement will form a major promotion tools.Bangs (1992, para. 4) stated that advertisement is critical in building brands and reminding consumers of the products existence in the market during their buying process. In most cases, consumers will purchase brands they are aware of. Advertisemen ts serve in enhancing brand awareness. The company will for the first time run game shows to be aired in the local television. This will help in building brand awareness thus countering competition. To increase product availability in the market, distributors will be awarded trade discounts and rebates. A sales promotion targeting distributors will be launched to increase their competitiveness and reward them for carrying Ricker Oil products. Distribution The Company has the largest distribution network in Indiana State. Another station will be opened in the sprawling up market of Indian town. New logistics software is in place to aid in logistics related to electronic distribution hence a high level of efficiency in the network. With regard to warehousing, the refurbishment will be completed in a month time. This will in turn increase holding capacity by more than 25% of the current holding capacity. The company has considered incorporating small independent distributors in an effo rt to ensure that its products are accessible in the entire market. Kotler (1996, p.120) describes a good channel of distribution as one which takes the shortest time and is cost effective to operate. Based on this definition, the company has integrated the Critical Path Method of identifying the shortest and most effective distribution channel to use (Heerdens, 2005,p.76). Implementation Implementation of the firm’s strategies will be faced with a number of challenges in relation to personnel requirements, financial requirements and change management as described by Kennedy (2000,p.34). The implementation of the strategy will be done in three phases. These phases include dealing with the challenges brought resulting from the crisis, adopting changes and taking corrective measures. Alternative strategies will be developed to meet changes in the environment and unforeseen circumstances (Klastorin 2003, p.54). Personnel requirements New staff will be required in some of the fir m’s departments. These include warehousing, sales and marketing, operations, finance and talent acquisition. Recruitment will be done in the next one month. The staff recruited will enable the marketing plan to be well executed by providing enough human capital. As a result, the plan will be achievable within the one year as it is stipulated. Restructuring of the marketing department will be conducted on sale and marketing functions under the head of marketing (see appendix). Financial requirement Huge financial outlay is expected with recruitment of new staff, expansion of convenient stores, establishing a new station, warehouse renovation and increased promotion activity. This will result into a 20% increase in the company’s total expenditure. Returns expected will be 10% of sales revenue. Theis figure is expected to rise to increase so as to cover operational costs over the next phase of the firm’s operation. Change management Other than restructuring the Mar keting department, all managers are expected to embrace the plan in their departmental levels. As departmental heads, managers will be the change management in implementing the strategies and evaluation will be done at the end of the year to check on performance. The company expects all departments, staff and management to work together to successfully implement the plan. Deviations noticeable during the implementation process will be communicated directly to the Marketing department under strategic management. All departments will be treated as strategic management units thus ensuring maximum effort and energy is driven towards achievement of the set goals as per the plan. Financial Summary The main assumption taken is that the dollar rate will remain constant over the year with no major fluctuations. The balance sheet will change to reflect the inclusion of a new Children Park to be built in convenient stores and a restructured warehouse. A significant change in the income stateme nt is expected with more capital outlay and increased expenses brought about by expansion measures. The cash flow statement will also be affected because more cash from the reserve will be used in expansion. Therefore a lower profit margin is expected. However, at the end of the year investments, the firm will expect higher returns. According to Kerzner (2003, p.32), capital expenditure and related expenses are considered as investments rather costs to the company’s account. Scenarios There are two scenarios expected. First, if the BP oil crisis escalates beyond the firm capacity to deal with, the company will experience a significant loss thus running into the risk of insolvency. Incase of this occurring, there will be a reduction in customer loyalty. The customers will completely cease from purchasing BP products. The only option left to the company will be to close down its operations or obtain its supplies from other suppliers. This will amount into breach of its contract with BP. The second case scenario relates to whether the crisis will be resolved soonest possible. If this is attained, the firm will attain a favorable business operating environment backed by consumer confidence and trust for its brands. This forms the foundation of this marketing plan (Verma, 2009, p.21). Conclusion The marketing plan provides a blueprint which the company will utilize in its operation during the next financial year. The ongoing oil spill crisis has resulted into a challenge in the firm’s effort to improve marketing strategies to meet changing customer demands, behavior and characteristics. In order to deal with the crisis, the firm’s departments will be allowed to develop alternative strategies. However, these strategies must be in line with the overall plan. This plan acts as a guide regarding Ricker Oil’s market position during the next year of its operation. The marketing department is responsible for drafting the marketing plan with con sultations from other departments. In addition, it will ensure that the plan is effectively implemented. The top management team of the company will be responsible for providing leadership and resources to implement the plan successfully. The oil market is characterized by fluctuating prices and hence the biggest decisions a firm has to undertake relates to pricing. Market research is very important. Firms which conduct continuous market surveys remain competitive, are adaptable to changing environment and meet changing consumer demands. In depth understanding of consumer behavior enables a firm effectively meet market needs. As a result, the customers are satisfied by consuming the firm’s products thus increasing the probability of the firm attaining its organizational goals as a going concern entity (Cohen, 2006, p. 21). Reference List Anon. 2010. Swot analysis.Web. Available at:  https://www.12manage.com/methods_swot_analysis.html Anon. 2005. Marketing plan. Web. Web. A rmstrong, G. Harker, M. Kotler, P., 2000, Marketing: An Introduction. Prentice Hall. Bangs, D. H., 1992, The marketing planning guide: Creating a plan to successfully market your business, products or service. S.l: University of Minnesota. British Petroleum., 2010. Gulf of Mexico report. [Online] Web. Chartered Institute of Marketers., 2009, Strategy. London: CIM Cohen, W., 2006, The Marketing Plan. 5th ed. Cornel University: J Wiley Sons. Department of Energy. , 2010. BP oil spill.Web. Available at:  https://www.energy.gov/ . Elliot, R. Percy, L., 2007. Strategic Brand Management. Oxford: Oxford University Press. Gillespie, A., 2007, Foundations of Economics :Additional Chapter on Business Strategy. Oxford: Oxford University Press. Heerkens, G., 2001, Project Management :The Briefcase Book Series. McGraw–Hill. Kennedy, D. S., 2000, The ultimate marketing plan: Find your most promotable competitive edge Canada: Adams Media. Kerzner, H., 2003, Project Management: A System s Approach to Planning, Scheduling, and Controlling. 8th ed. s.l:s.n Klastorin, T., 2003, Project Management: Tools and Trade-offs. 3rd ed. Wiley. Kotler, P.,1996, Marketing management: An Asian perspective. PrenticeHall Lewis, J., 2002, Fundamentals of Project Management. 2nd ed. American Management Association. Luther, W. M., 2001, The marketing plan: How to prepare and implement it. New York: American Management Association. Simpson, S., 2010. Rickers oil. Associated press. Web. Web. The Decision Group., 2000. PEST: Political, Economic, Social and Technological  analysis. Sydney: University of Sydney. Verma, R. 2009. Brand Management. New Delhi: Laxmi publications. Appendix: Graphs, Charts and diagrams Organization structure Market share Critical path This essay on Ricker Oil’s Marketing Plan was written and submitted by user Hezekiah Burt to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

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Working Bibliography Essay Example Working Bibliography Essay Working Bibliography Essay Bering, Jesse. Intoxicating Studies: The Effects of Alcohol on Social Behavior. Scientific American 10 Apr. 2009. 28 July 2009 scientificamerican.com/article.cfm?id=intoxicating-studies. DeWit, David J., et al. Age at First Alcohol Use: A Risk Factor for the Development of Alcohol Disorders. American Journal of Psychiatry 157 ( May 2000 ) : 745-750. Hawkins, David, et al. Exploring the Effects of Age of Alcohol Use Initiation and Psychological Risk Factors on Subsequent Alcohol Misuse. J STud Alcohol 58 1997 May): 280-290. Perlez, J. Teenage drink and the responsibility in social life: Attributing change in the society. Longman publishers,   2003. (2) 22-27. Ramathi, R. Drinking Age of 21: Understanding the rationale behind teenage drinking. Pretoria: Longhorn publishers. 2003, 2: 75-77. Streeter, Ruth. The Debate on Lowering the Drinking Age. CBS News. (22 Feb. 2009). 28 July 2009 cbsnews.com/stories/2009/02/19/60minutes/main4813571.shtml. West Virginia University. Short-term Effects of Alcohol. www.hsc.wvu.edu. West Virginia University. 28 July 2009 hsc.wvu.edu/som/cmed/alcohol/home-fr.htm Worman, Howard J. Alcoholic Liver Disease. www.cumc.columbia.edu. 1998. Columbia University Medical Center. 28 July 2009 cumc.columbia.edu/dept/gi/alcohol.html Annotations Streeter, Ruth. The Debate on Lowering the Drinking Age. CBS News. (22 Feb. 2009). 28 July 2009 cbsnews.com/stories/2009/02/19/60minutes/main4813571.shtml. This source is credible and is available to many. It is discussing an issue that has already caused a lot of debate in the public arena. The paper quotes experts who believe that the drinking age should be lowered to 18 years as the age limit of 21.   This experts include John McCardell, former president of Middlebury College in Vermont, who started a movement entitled –Choose Responsibility, to lowering the age back to 1 8. 2. Ramathi, R. Drinking Age of 21: Understanding the rationale behind teenage drinking. Pretoria: Longhorn publishers. 2003, 2: 75-77. The source is credible as the writer deals with the drinking age of 21. The 18-year-old mind already developed to the level of an adult thus they would tend to keep in mind the pro’s and con’s of alcohol as they tend to know the consequences of defying all the rules and regulations thus if legalized harm is not bound to happen as many deaths usually caused through drunk riving or injuries caused by violence may tend not to occur as they are well aware of the consequences. Thesis Legal Drinking Age Should be lowered to 18

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