Youtube as Social Media and Marketing Tools

Youtube as Social Media and Marketing Tools Introduction Social Media is a word used to illustrate Internet-based applications that facilitate consumers share opinions, wisdom, experiences, and viewpoints. Social media are of many forms, examples are content communities (e.g., YouTube), social networking sites or blogs (e.g., Facebook), and joint projects (e.g., Wikipedia). All such applications content has been created, updated and maintained by individual internet users and further delivered to new users, which is often provided free of charge in a philanthropic way. Such attributes discern the social media from conventional web pages, like www.google.com or www.yahoo.com, which are supervised often by companies for a marketable purpose. By incorporating social media tools into their marketing strategy, marketers can gain benefits from it: they get real-time opinion on existing products or new ideas/concepts regarding products, they get chance to build community of consumers about their products, services or brand, leverage customer self services, and integrate customers indirectly to develop their product strategies in future. The most alluring reality of all is that radio took 38 years to reach 50 million users, television took 13 years to capture users, 4 years internet, and iPod took 3 years, Facebook capture 100 million users only in less than 9 months. This clarifies the importance of social media and its immensity and its boundaries arent only limited for younger generations. In fact according to Socialnomics, the fastest rising fragment is 55-65 years old female on Facebook. With this emergent of people and easy access, brands have begun become conscious to acquire the existed potential of Social media in order to reach the users. According to Socialnomics again, 25% of the search results are links to user-generated content for the Worlds top 20 brands, 34% opinions about predicts and brands are related with bloggers post. In study conducted by PR firm Burson Marsteller, pointed out that in the Fortune 500 list he observed 100 largest companies, in which 79% use Facebook, YouTube, Twitter or business blogs to correspond with clients and other stakeholders. It is a worldwide statistics. According to these 100 largest companies use 50% YouTube channels as social media tool. With the emergence of social media, it shifts business online as social media marketing has created its own niche in the business world. Great attention requires by companies to respond and penetrate in this web era more than ever. They cant entirely rely on traditional marketing techniques like gleaming press releases or flashy ad campaigns. Soren Gordgamer, author of Wisdom 2.0, puts it. He states companies now face a clear choice: wall themselves in and become increasingly controlled and hidden, or use social media and other means to reveal their human side, welcome transparency and forge new relationships with their customers. The old game is undoubtedly over, and the question now is what can business do to transition and succeed in this new era? It is pretty understandable that social media marketing has become entirely a new marketing field. (http://www.sociableblog.com/2008/02/11/why-people-use-social-media/) Social media has emerged innately from users and thus inherently personal. The users endow with personal information and ideas, interact with other users, respond to them, do sharing and form a social media interaction. Due to all these benefits social media marketing comes to light. By using social media marketers want to identify who are the users and what are their preferences. With blooming worldwide communication and technologies social media sites are deemed as significant stage for exchange. Marketers or companies squeeze ideas nearby information like connectivity, word of mouth, promotion of quality, and trust of those deemed trustworthy. Users find social media interesting due to having immense information, timely and informative; such attributes make social media an important factor for marketers. YouTube as a social media tool YouTubes principal features are the capability to upload and distribute video clips of any rational length. Most available standard video formats and converted to low resolution Flash for release. User account is necessary to b made in order to view YouTube video. This account provides a profile page that serves as an index to the users uploaded videos, and on which users may optionally disclose personal details, or subscribe to other users videos and friend other users; these details are then displayed in their profile pages. Users can then comment on other users or more commonly on particular video. Comments by users are displayed in the relevant pages. One of the YouTube feature is it offers community called group which user may join to assert specific interests. Groups provide a way to serialize video content as well as offering a text message interface similar to discussion boards or Usenet. YouTube signify an enormous opening for marketers to get in touch with consumers who are probing for relevant data about their products and services. YouTube can also be a significant direct marketing tool, conditioned that it should be taken as part of marketing mix rather than taken as a tactic or supported tool. Certain things are apparent, companies that are accomplishing durable attainment on YouTube are the ones who constantly and habitually issue and update contents on YouTube thats has inherent value for online users. How companies use YouTube as marketing tool Companies are working hard to figure out the unique ways to attract potential customers and make a successful social media strategy. There are various forms of advertisement available on the internet provided by the companies, but most significant popularity goes towards video advertisement and became hot subject in most recent months With the acquisition of YouTube by Google in October, 2006 the purpose to get hold of amplified revenues all the way through advertising partnerships is constantly striven for. While its starting to develop new ad offerings, its popularity is driving up costs that established Web giants, such as Google Inc. and Yahoo! Inc., are able to spread out In an article written by Catherineà ¢Ã¢â€š ¬Ã‚ Gail Reinhard, creative director at an agency that focuses on creating video infotainment, she says, the brands that achieve longà ¢Ã¢â€š ¬Ã‚ term success on YouTube are the ones that consistently and frequently publish refreshing content that has intrinsic value for audiences online. The natural aesthetic sense of sea waves and breaking swell waves at ocean surface help make Roxys and Quicksilver content truly captivating. Those companies who make their products with exciting and natural aesthetic sense can create content easily. and Quicksilvers and Roxys mini documentaries and web content give consumers an inside view of what goes on behind the scenes of professional surfing, skating and snowboarding tours circuits. They employ videos that feature gigantic and striking waves that definitely confine the audiences attention. But, they also generate webisodes and mini documentaries that offer people an inside scoop on the lives of professional surfers, skateboarders and snowboarders. With almost one new video a week, nearly every week Quicksilver displays fresh and unique content so that people keep coming back and put them always in curiosity state. With the ease availability of broadband, the dream to attend online college or university has fulfilled. Online education programs particularly private education have taken immense popularity that even old guards Ivy League Universities have started to propose classes or access to online programs. University of phoenix Online leads the charge in establishing strategy to market its online classes via video. They offer video testimonials, reviews, minià ¢Ã¢â€š ¬Ã‚ documentaries and webisodes. Their aim is to make video which fits for every potential students out there in market, as they r the ever first university which started YouTube as marketing tool for online courses and programs and they also appear on top when to search for online schools.

Should Race Be Used as a Form of Identity?

Should Race Be Used as a Form of Identity? Identity is based on being the same as some people and different  from others. The difference is usually equally weighted discuss with  reference to the category of race. Identity is one of the most heavily debated factors of modern social life. This is represented in the corpus of sociological research, by the importance placed upon its influence in the different ways in which individuals and societies conceptualise themselves and others. Identity, first and foremost, is based upon the notion of being the same as some people (to identify with some people), and to be different from others. This can and often is interpreted as identity having both a positive and a negative aspect, positive in identifying with a social group, and negative in being different (or opposing) another. This may not necessarily be the case however. In this paper I will investigate the use of race as an identity, as this has traditionally presented us with both the positive and negative model of identity, and in more recent times, a more positive model in both identity and difference. Identity, in its most basic sense, is formed from being ‘other’ than another particular person or group. This basic difference comes in many forms, from gender, to class, nationality, sexual orientation and race or ethnicity. Whilst these are the some of the more major identity groups, there are countless other ways in which people identify with each other, from a lifestyle guided by a certain musical taste to a radical political identification. Identity therefore remains a very important way in which people understand themselves and the world. Any one person will belong to a number of different identity groups however. A person might, for example, be a British national with an Asian ethnicity, and belong to a particular political group and economic class. Whether or not one particular facet of a person’s identity is more important than the others, is a matter that is fiercely debated. For some theorists such as Miller (1997:11), ‘nations are ethical communities. They are contour lines in the ethical landscape. The duties we owe to our fellow-nationals are different from, and more extensive than, the duties we owe to human beings as such’. Miller and others argue that nationality is the most important way in which people identify themselves, and as such it renders their responsibilities to co-nationals much greater than to others. Whilst Perry (2001:103-108) argues that gender is the most important identity group, and that feminism is in danger of being watered-down and destroyed by theories that place too much emphasis on the multi-faceted nature of an individual’s identity. For, she argues (2001:107), ‘Women of all ethnicities, sexual preferences, and even classes, will be disadvantaged by proposed changes in welfare regulation, means-tested custody, and the rolling back of abortion rights and affirmative action guidelines’. Marxi st theorists argue however that class is the most important factor in social identity, for the economic class you belong to will determine whether or not you have political control over you and your society’s future. Hence Marx’s (2001:8) famous opening line to his Communist Manifesto, ‘The history of all hitherto existing society is the history of class struggles’. For the purposes of this paper however, I am going to focus on the influence that race plays in identity formation, and its relationship with the other facets of identity. Race has long been debated in sociological circles, but precisely what race is or even whether it exists to any significant level has been placed in doubt by a number of theorists. Todorov (1999:64-70) argues that for a theory of races (or racialism) to exist, it needs to have five different presuppositions. Firstly the racialist must suppose that there are different races of people at all. Scientifically such a position is untenable, but, as Todorov argues, whether or not the man in the street thinks this way does not depend upon science. Secondly the racialist must suppose that people are not only racially separated by appearances, but that there are lines of division amongst cultures too, which are intimately linked with racial appearances. The third supposition is that the behaviour of an individual is profound ly affected by their race. Fourthly there is a hierarchy of values between differing races, and lastly that some political order should be in place to reflect all the previously mentioned factors. For Todorov racialist doctrine has not gone away but has merely changed its form, from discourses based on race to those of culturalism and nationalism. For Todorov then there are many different presuppositions that have to be in place before race itself as a significant identity can be considered. But, as he himself notes, there is an ideological form of racialism which is pure and simply racist and does not rely upon theoretical grounding or offer any form of justification. This is racist behaviour and attitude is the most common one in society, and this behaviour can only create and galvanise race or ethnic identity. This can take occur in both a positive and negative fashion, in that one group might define itself in a positive nature when under pressure from another, or one group might violently negate another and try to eradicate it. In such circumstances, the significance that race or ethnicity plays in identity is accentuated and becomes more important than other factors. Indeed, according to Assad (1993), minorities in modern states are faced with two stark choices; they can submit to complete assimilation or be despised as d ifferent. In such circumstances, the identity under threat comes to the fore of the life of the person in question. To submit to the majority is to lose your identity, but to keep it is to face hostility and conflict. Of course, the situation that Assad presents us with is somewhat extreme. But whereas in most circumstances the differences among people might be treated with equal weight, within the boundaries of a nation state trying to forge a unifying identity, racial and ethnic identity does become more important. Britain, for example, present us with a multicultural society that incorporates a whole range of people from different ethnic, religious and economic backgrounds. But this does not mean that racial discrimination and intimidation does not occur. As Solomos (2003) argues, the long history of racial discrimination in Britain has led to political activists in all the main political parties, whose aim and purpose is to fight for the rights of ethnic minorities. Such developments galvanise people around their ethnicity and form new identities with which people differentiate themselves against others. The Centre for Contemporary Cultural Studies in the 1980s were interested in precisely this: A major concern of the group was the need to analyse the complex processes by which race is constructed as a social and political relation. They emphasised that the concept of race is not simply confined to a process of regulation operated by the state but that the meaning of race as a social construction is contested and fought over. In this sense they viewed race as an open political construction where the meaning of terms such as black are struggled over. Collective identities spoken through race, community and locality are, for all their spontaneity, powerful means to coordinate action and create solidarity (Solomos 2003:28). Race can therefore be theorised not as a natural category or regulation of the state, but as a political construction where identity can be formed in order to fight for social justice. This political use of race argues that racial divisions in society are a cause of major differences in quality of life, and therefore racial identity is of much more importance than other factors. Such division can however cause greater resentment amongst different social groups and put more emphasis on difference than on similarity. While positive discrimination by the dominant social group, in an attempt to redress the power balance between different segments of society, can often enflame racial tension. As Solomos (2003:192) argues, anti-racists are often depicted as doing more harm to race relations than extreme rightwing fanatics. This is because they highlight racial differences and polarise people between different racial identities. It could be argued however that anti-racists do not create rac ial tension, but merely highlight tension that is already there. In any case, the importance that race plays in everyday social life is clearly evident. Anwar (1998:99-100), for example, claims that racial discrimination against Asian people has been on the rise in recent years in Britain, and that in 1994 alone there were 170,000 instances of racially motivated crimes and threats, whilst an estimated 74 people have been killed by racist attacks between 1970 and 1989. Racial identity can motivate people not only to dislike and slander each other, but even to reach the extremes of violence and murder. With this in mind race is quite obviously, although without any ultimate justification, the deciding factor in a person’s identity in many social situations, overriding other factors such as gender, political affiliations or, very often, religion. Scott (2002) renders this assumption problematic however by researching the roots of racism from a Marxist perspective. Whilst race and racism clearly do have an important impact in social identity, this is for Scott a modern phenomenon with historically traceable roots. Scott argues that modern racism is intimately related with that of capitalism, and that whilst racism has always figured in societies in different forms, it is only with capitalism that it becomes a constant factor. Early slavery in the New World, for example, was largely made up from white slaves from England before the large influx from the West Indies and Africa. The English ruling classes had no qualms about exploiting the white working classes, but in the end the demand for labour at home rendered the practice of shipping white slaves over to the Americas as inefficient. Using Blackburn’s analysis of racism and capitalism, Scott (2002:167) argues that racism is linked to capitalist growth, national identi ty and the individualising of the populace. Its development was associated with several of those processes which have been held to define modernity: the growth of instrumental rationality, the rise of national sentiment and the nation-state, racialized perceptions of identity, the spread of market relations and wage labor, the development of administrative bureaucracies and modern tax systems, the growing sophistication of commerce and communication, the birth of consumer societies, the publication of newspapers and the beginnings of press advertising, â€Å"action at a distance† and an individualist sensibility (Blackburn in Scott (2002:167). A further Marxist analysis might consider the influence that alienated labour has on divisive notions of race (see Manson 2000:20). For Marx, man becomes alienated from his labour in a capitalist society, because he no longer has any control over the products of his labour. He therefore becomes reduced to an atomistic cog in a productive machine, alienated from his work and society. Pseudo-identities can then be formed and people coerced into assuming them to fill in the lack of meaning left by his lack of control over his social production. Furthermore, the crux of Marxist theory rests upon the notion that the ‘class which has the means of material production at its disposal, has control at the same time over the means of mental production, so that, generally speaking, the ideas of those who lack the means of mental production are subject to it’(Marx and Engels 1970:64). This means that it is the ruling economic class, which are the people who control the means of produ ction, that disseminate ideas and values throughout the rest of society. Notions of race are therefore inherently linked with the prevailing ideas of capitalist production and the values and ideas that this produces. Whilst the Marxist analysis does not refute the existence of racism, nor can it deny its powerful and destructive effects, it does suggest that the existence of racial discourse is the product of an underlying one, that of the capitalist economy. Whether this is correct or not, it does at least render problematic the notion that race is a distinct and unique form of identity. This also calls into question whether or not race really is more important than other forms of identity, or whether its existence is part of an underlying form of identity production.

The Justification of Reverse Discrimination in Hiring Essay -- Literar

In â€Å"The Justification of Reverse Discrimination in Hiring,† Tom Beauchamp displays statistics of underrepresented races and genders in institutions. The inequality is due to the underlying persistent racism originating decades ago. It has been pervasively executed despite federal laws for equality. The expectation for a level-playing field is not a reality, as statistically show with underrepresented African Americans (1. Beauchamp, CC2011, p 0228). Beauchamp points out that at first sight, reverse discrimination appears immoral, because it crafts a prejudice for one race over another. However, he asserts that this inference is not applicable in the real world where ubiquitous prejudice still exists as indicated by statistics. Because we currently do not have an equal playing field, humans are morally obligated to do whatever it takes to achieve it if they aspire for an ideal equal society (2. Beauchamp, CC2011, p 0226). In order to be liberated from discriminatory prac tices, society must practice reverse discrimination, as it is morally justified for the greater good in the end. Once the equal playing field is reached with the addition of minorities through preferential treatment, reverse discrimination becomes unnecessary. James Rachels bases his moral reasoning for reverse discrimination on what people deserve. Although he is conscious that reverse discrimination appears unfair to those directly affected, he proposes that fairness is dependent on desert. What an individual deserves lies on the effort and willpower for achievement (3. Rachels, CC2011, p 0201). Therefore, it is morally acceptable to execute preferential treatment towards a deserving individual if he or she put in more effort. Rachels’ moral reasoning for sup... ...nforce the negative stereotype that minorities who got in, had an unfair racial advantage. Therefore reverse discrimination has even worse consequences that rise from the glorified end result Rachels suggests with role models. Additionally, I would contend that effort is too subjective to quantify when both parties have distinct unearned disadvantages. Caucasians face different kinds of hurdles such as psychological pressure to succeed and increased competition at better schools, making it more difficult to get good grades. Rachels’ argument is not universal to all situations. This makes reverse discrimination morally wrong when it generalizes Caucasians from disadvantaged backgrounds, to intrinsically possess advantages. Justice is still not met if the policy cannot extend to all circumstances, making even the moderate form of reverse discrimination unfair.

The Jump :: First Person Narrative Examples

Anxiety took over my body as I prepared to jump. The 80 foot waterfall looming atop Turner Falls seemed to be challenging me, beckoning me to come and attempt to plunge from the rock into the waterfall to try to endure the pressure as the water knocked me straight down into the deep waters and jagged rocks which awaited below. I waited with an eager excitement thinking that if I could take this plunge, I would really be able to swim with those I saw as the "big fish." Waiting on that rock I had no idea that the events following my wait would change that jump from being something I so much desired into something I would be grateful to never personally experience. Ahead of me in line were two brothers, one 14 years old and the other 17. They were both tall and thin with caramel colored skin. They had wiry black hair and dark brown eyes and continually chattered back and forth to each other and their many other brothers and sisters in Spanish. With an inability to swim, the brothers jumped in with nothing to aid them but faith that the waters would push them out into shallow safety. The two went under and a fanatic frenzy broke out when random bystanders watching on the sides realized that the boys were not coming up. The lifeguards began frantically blowing their whistles and screaming at everyone, "Get out of the water! Everybody! Out! Now!" With no knowledge of the severity of what was going on, I was almost in a state of confusion as I looked to the side and saw my mother screaming at me to get off the rock. Needless to say, I went to my mother and within seconds the water was empty, except for the two boys who lay below the surface. One brother was retrieved from the water in only a few moments, not smooth and with ease, as I expected from what I'd seen on television, but with severe difficulty, as if he was 1000 pounds of dead weight. The other was nowhere to be found. In a desperate search, the breathless and scared lifeguards came over to the crowd, which had formed aside the water. "Do we have any divers in the crowd? Please? Anybody with any experience at all please we need your help." After over 15 minutes of searching and scrambling, finally the second brother was pulled from the water from a spot directly under the waterfall, 19 feet beneath the surface.

Voltaires Candide as Vehicle to Discredit Optimism Essay -- Candide e

Voltaire's Candide as Vehicle to Discredit Optimism   Ã‚   Optimism was an attractive to many because it answered a profound philosophical question: if God is omnipotent and benevolent, then why is there so much evil in the world? Optimism provides an easy way out: God has made everything for the best, and even though one might experience personal misfortune, God (via your misfortune) is still helping the greater good.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Voltaire's experiences led him to dismiss the idea that this is the best of all possible worlds. Examining the death and destruction, both man-made and natural (including the Lisbon earthquake) Voltaire concluded that everything was not for the best. Voltaire uses Candide as the vehicle to attack optimism. Pangloss is meant not to attack Leibnitz, but rather optimism as a philosophy. Thus the reader cannot forget that all of Pangloss's ramblings are not Voltaire's personal attacks on Leibnitz, but in some way represent a characterization of the "typical" optimist. Pangloss, writes Voltaire, "Proved admirably that there cannot possibly be an effect without a cause, and that in this best of all possible worlds the Baron's castle was the most beautiful of all castles and his wife the best of all possible baronesses" (Voltaire 2). Thus we have established Pangloss as the champion of optimism.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Yet just as quickly, Voltaire points out the absurdity of this doctrine. "Observe," says Pangloss, seeking to demonstrate that everything has a cause and effect, "noses were made to support spectacles, hence we have spectacles. Legs, as anyone can plainly see, were made to be breeched, and so we have breeches" (Voltaire 3). The sheer stupidity of these illogical conclusions will likely... ... Candide respond, in closing, to his friend the Optimist?    "That is very well put, said Candide, but we must cultivate our garden" (Voltaire 75).    Works Cited and Consulted: Bottiglia, William. "Candide's Garden." Voltaire: A Collection of Critical Essays. New Jersey: Prentice-Hall, Inc., 1968. Durant, Will, Ariel Durant. The Story of Civilization: Part IX: The Age of Voltaire. New York: Simon and Schuster, 1965. Frautschi, R.L. Barron's Simplified Approach to Voltaire: Candide. New York: Barron's Educational Series, Inc., 1968. Lowers, James K, ed. "Cliff Notes on Voltaire's Candide". Lincoln: Cliff Notes, Inc. 1995. Richter, Peyton. Voltaire. Boston: Twayne Publishers, 1980. Voltaire's Candide and the Critics. California: Wadsworth Publishing Company, Inc., 1996. Voltaire. Candide. New York: Viking Publishers, 1998.

Montage Hotel

What a great opportunity it was to visit a marvelous garden at the â€Å"Montage Hotel† in Laguna Beach. The garden stretches around 700 feet long and 60 feet wide on the west side of the Hotel by the Pacific Ocean. The garden is elevated around 50 feet above the ocean with a spectacular 180 degrees view. Looking around flowers could be seen all over the place as colorful as a rainbow Including all deferent bright colors pink, red white & yellow. The pink and red flowers have petals that flip around each other In a beautiful rose form as the size of a strawberry.The white and yellow flowers are made up of 5 petals and are the size of marshmallows. Palm trees with green leaves hanging are all over the place around 20 of them ranging from 10 to 15 feet, The grass looks like green a velvet carpet so thin and fine, and It Is stretched In areas around the concrete walk ways. The walkways are Like 5 feet wide and they curve with the natural ground edge parallel to the ocean. Brown w ood benches overlooking the ocean invite to sit and enjoy the scenery their size is around 6 feet long and 2 feet wide.The benches consist of high grade outdoor street furniture with premium hard brown wood, contoured and supported by a gallivanted steel frame. People are sitting on them and enjoying the beautiful ocean scenery that is such a joy and can have enough of. A pergola decorates one of the seating areas overlooking the ocean; it is made out of brown wood. The pergola is situated in three sections with half hexagon shape. Each section is around 5 feet long and 3 feet wide. The Ocean is deep blue and seems to sparkle like diamonds. The waves gently move with the south west breeze.The sand is as shiny as gold and it is very smooth and light. Walking on the sand feels like a butterfly flying all over. Brown chestnut rocks elevate in some of the areas near the water it looked like a perfect hill for hiking but there is a sign, placed by the city environmental section, prohibit ing any tress passers to preserve this precious rock. Walking along the beach the bright sun covers the area with an invisible blanket of warmth. The sun displays a beautiful portrait of red orange and yellow colors, especially during the outstanding breath taking sunset.These rays spread through the blue skies like strong threads of wool as they made the sky a mystery of colors all mixed together to give the picture perfect landscape. As the sun starts to sit on the water it begins to melt and sink in the ocean behind gimps of Catalina Island. No matter how strong sensory Images are used to describing this master piece Garden, words can't describe the actual beauty of this place. It Is Indeed a piece of Heaven on earth. Montage Hotel By mausoleum be seen all over the place as colorful as a rainbow including all different bright colors there in a beautiful rose form as the size of a strawberry.The white and yellow feet. The grass looks like green a velvet carpet so thin and fine, an d it is stretched in areas around the concrete walk ways. The walkways are like 5 feet wide and they People are sitting on them and enjoying the beautiful ocean scenery that is such a Joy and can't have enough of. A pergola decorates one of the seating areas overlooking gimps of Catalina Island. No matter how strong sensory images are used to place. It is indeed a piece of Heaven on earth.

Marketing and Spring Rolls Essay

Executive summary Daloon A/S, henceforth just Daloon, was formed in 1960 with the name of Van’s Product by the founder Sai-Chiu Van. Mr. Van started his business in his private cellar where he produced spring rolls that he later sold in Tivoli garden in Copenhagen. In 1964 the company changed their name to Daloon which means â€Å"the big dragon† in Chinese since dragons are known for being friendly towards humans. Daloon has continued to grow and today they have their products sold in several European countries with their main business in UK, Germany, and Scandinavia. The company also has significant export markets in France, Finland, Spain, Austria and Switzerland. Daloon is a major brand throughout Europe within the frozen ethnic snacks market and is in fact the largest manufacturer of spring rolls in the world. We tried to make the requested report including updating information about the external factors which might influence the company’s market potential and the future acti vities. Our market research aims on discovering and assessing India as a new prospective and promising market for the continental European Ethnic â€Å"Ready to eat†/†Ready-to-cook† Food supplier Daloon. The final goal of the market development, thus strategy of growing, is entering the entire market of India but due to expected high cultural, macro and micro environmental differences, we will mainly deal with the market of Delhi. In the marketing part of the report you will find a definition of the market Daloon is inserted market segmentation and recommendations about relevant target groups. In the end of the marketing analysis you are going to find our suggestions and recommendations for Daloon in order to insert their product, spring rolls, in a different and international market. When we speak about National culture and Organizational culture part we assessed the main challenges that the company may face dealing with a different culture. Choosing India as a potential market for a European company requires taking some extra risks if you look at cultural differences between Europe and  Asia. India is an attractive market for investors and foreign companies, which makes it important to have an understanding of their culture. Organizational culture does not only change from country to country but it also changes from company to company, because the beliefs and values differ. Since we have chosen New Delhi (India) as the possible future market, there should definitely be some changes made, thus keeping the working conditions acceptable for their culture. So in this part will be analyzed the two cultures and compared different solutions how to adapt from one to another. 1.0 Introduction â€Å"Daloon is the Chinese word for â€Å"The Great Dragon†Ã¢â‚¬  Daloon is a major brand throughout Europe within the frozen ethnic snacks market and is in fact the largest manufacturer of spring rolls in the world. Daloon A/S, henceforth just Daloon, was formed in 1960 with the name of Van’s Product by the founder Sai-Chiu Van. Mr. Van started his business in his private cellar where he produced spring rolls that he later sold in Tivoli garden in Copenhagen. His business grew and in 1961, the company took over its first factory. In 1964 the company changed their name to Daloon which means â€Å"the big dragon† in Chinese since dragons are known for being friendly towards humans. The company chose this name because consumer experience is something that’s being valued high within the company. Daloon has continued to grow, and today they have products sold in several European countries with their main business in UK, Germany, and Scandinavia. The company also has significant export markets in France, Finland, Spain, Austria and Switzerland. Spring rolls are still Daloon main product, and the group currently produces over 100 different varieties from 20-200 g for cooking in frying, oven and microwave. Daloon range in recent years been extended with a variety of oriental snack products in addition to the Danish specialties, the company has made over many years. The products are made in ‘state of the art’, EEC approved manufacturing facilities in the UK and in Denmark, the home country of Daloon A/S. Both facilities hold the prestigious, BRC Grade A and IFS higher level accreditations. This means that you can be absolutely confident in the first class technical and quality control principles, which the company applies to every aspect of their production operations and support services. Their goal is to further enhance their  position as a leading supplier in the market for ethnic convenience foods, and be the modern consumers preferred choice. While they are mostly known for their spring rolls their product line also includes Mexican and traditional Danish food. The products are made of quality materials and made with health and convenience in mind. 1.1 Problem statement The frozen ethnic food producer Daloon asked our team to develop and conduct a market research about an international market that is not yet covered by the Company in terms of supply and export. The core problem or question is, if there is a country or market that provides suitable conditions for Daloon to enter and by analyzing demographical, behavioral- and social issues, find out what would be the best way to target and position the products in that market in order to have a successful and positive market development of Daloon. So in our case we are going to analyze India, especially Delhi, in the mentioned aspects in order to evaluate the current and prospective market situation and then be able to give a counsel about if Daloon should enter that market and how it would be advisable. 1.2 Delimitations This research focuses on aspects regarding the economy, current situation and development of India; by means of the capital Delhi. Moreover the gathered information is supposed to provide insights into the cultural, behavioral and consumption decisions of potential target groups within the market. The outcome is supposed to be supportive for marketing planning and internationalization strategies. The research does not take care about Supply chain aspects or manufacturer as cooperative partners in the targeted market. Moreover the outcome will not be dealing with specific aspects of a possible marketing mix or an Integrated Marketing communication plan. 1.3 Report structure This report was structured according to the importance of each topic for a better understanding of the overall project. Introduction talks about the company and their tradition in the Danish market. Later you will find Methodology Section approaching different theories applied in our researches and analysis. During the report you will find an analysis based on marketing research and statistical analysis, organizational analysis of the company and an analysis comparing and contrasting both cultures we make reference to during the report: India and Denmark. According to the conclusion of the marketing research we were able to analyze the market we are going to recommend to Daloon in different aspects such as chosen market, target group and segmentation. In the final part of the report Discussion Section approaches the main points argued during the project leading to Conclusion Section and Appendixes. 1.4 Methodology 1. Reviewing theories and models Market research and statistics: * Desk research – it is used for gathering and sorting out secondary data relevant to the research. * Field research – for gathering primary data concerning specific information needs which cannot be met otherwise. * Test for independence – used for determining if a significant relationship exists between two survey variables. * Correlation analysis – used for evaluating the relationships strength and the direction in which two variables are dependent one on another. * Hypothesis test for proportion – used for testing two proportions, one of them based on the survey, for discovering if there is a statistically significant difference between them. Organizational culture and national culture: * Hofstede’s 5 dimensions approach – for comparing the national cultures of Denmark and India using national scores on the dimensions power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance and long-term orientation. This is done in order to be outlined the possible areas of agreement and divergence in a business context. * Schein’s layered conceptualization of culture – according to this model the organizational culture consists of 3 layers. At the heart are shared basic assumptions on which are based the next two more visible layers – values and artifacts. It helps understand the organizational culture elements and which of them can be changed in order the company to succeed in the new Indian market. * The double â€Å"S† cube, Goffe and Jones – the model  helps understand which is the prevailing culture type in the organization based on the degree of solidarity and sociability it has . Marketing: * SWOT – the model is used to be analyzed the strengths and the weaknesses the company has and the opportunities and the threats it faces in connection with entering the new Indian market * PEST – this analysis includes the political, economic, social and technological aspects of the Indian market which should be taken into account for the internationalization process of the company * Porter’s five forces – this framework gives understanding about the current situation in Indian market concerning the customers, suppliers, products substitutes, new entrants and competitors of the company. * Boston growth share matrix – used for categorizing the products and finding out on which to focus in the international Indian environment. * Ansoff matrix – gives an orientation what growth strategy is appropriate in the new Indian market 2. Source criticism Main information source for this project, besides the compulsory books for Marketing management semester 2, is the Internet. As far as it concerns governmental and statistical reports it can be considered reliable. However, there is always a possibility that companies’ websites and articles in magazines give outdated or subjective information. 3.0 Market research 3.1 Background for Research This market research aims on discovering and assessing India as a new prospective and promising market for the continental European Ethnic â€Å"Ready to eat†/†Ready-to-cook† Food supplier Daloon. The final goal of the market development, thus strategy of growing, is entering the entire market of India but due to expected high cultural, macro- and micro environmental differences, we will mainly deal with the market of Delhi. Delhi is the capital of India and therefore a suitable representative city for the entire  country. This step is made in order to lower risks and gain experience on the Indian BTC Market, as much as getting to know the national- and business culture of India. Research reason: Due to the fact that India is nowadays known for being a country with tremendous business opportunities and a constantly rising growth since 2002, makes it a bit easier to investigate and research on that topic because there is already a big mass of existing information sources which we can use in order to evaluate the market as an opportunity for Daloon. Furthermore this research should give a hint if it is really advisable to enter the Indian market or not. The economic figures of India speak for themselves and reveal India as a country with a remarkable potential. Growth is omnipresent like for example in the Gross domestic product per capita which grew in the past 3 years from 3.200$/ 18,120.10 DKK (2009) to 3.700$/20,951.36 DKK (2011). The GDP growth in 2011 was estimated with approx. 10% and was constantly growing throughout the last years as a result of India ´s development into an open-economy and the benefiting from globalization and internationalization. Furthermore Delhi has an expected household income growth of annually 10% over the next 8 years which emphasizes once again the huge potential for entering markets. These gigantic upcoming shifts in the household will have a huge impact on the general demand for everything. There are many other figures and facts that underline the potential and growth of India in terms of business occasions and market opportunities. These are the reasons why this research is about to evaluate and assess in order to find out what would be the best way to enter the food market for Daloon. Research topic: The Market development of DALOON into India ´s capital Delhi. Research Objective: To find out if the current market offers suitable conditions and how DALOON should enter the â€Å"Ready-to-Eat†/†Ready-to-cook† market in India, taking Delhi as the first step of the growth strategy. 2.2 Research questions: RQ1: What is the recent demographic situation of Delhi? – sRQ 1.1: How many citizens live in Delhi? – sRQ 1.2: How is the per capita income developing from past to prospective future? – sRQ 1.3: What are the population dynamics of Delhi? – sRQ 1.4: Which languages and religions dominate in Delhi? – sRQ 1.5: Is there a change of society’s values and lifestyle? RQ2: Which products of Daloons ´ Product Portfolio may be suitable for the market of New Delhi? * sRQ2.1.: What does the product assortment of Daloon consist of? * sRQ2.2.: What is the general food consumption/eating behavior of the Indian urban middle class/upper middle class? * sRQ2.3.: Is the product assortment attractive for the Delhi inhabitants? * sRQ2.4.: Which product/s best fit the Delhi inhabitants’ taste and lifestyle? RQ3: What role does â€Å"Ready-to-eat†/†Ready-to-cook† Food play in India? * sRQ 3.1. : Is there a growing â€Å"Ready-to-eat†/†Ready-to-cook† industry in India? * sRQ 3.2. : Is the market very competitive or still a â€Å"blue ocean†? 2.3 Information needs / Variables * Numbers of Citizens in Delhi * Delhi ´s Citizens as a percentage of the entire Indian population * Gross domestic product (PPP per capita) * Economic growth rate of Delhi * Officially spoken languages * Main religions * Percentage of religions * Change of society ´s values * Proportion of employed women (Nowadays, Past) * Product Portfolio of Daloon * Indians’ attitude toward Chinese food * Indians’ preference to eating home/outdoors * Attitude towards unknown brands for frozen food * Price preferences for the product * Special Indian food consumption * Percentage of Indian vegetarians * Vegetarianism in India * Growth rate of the â€Å"Ready-to-eat†/†Ready-to-cook† food industry * Who are the main competitors in â€Å"Ready-to-eat†/†Ready-to-cook† food Market * Market shares of the main competitors * Available niches at the RTE market 2.4 Delimitation/Scope This research focuses on aspects regarding the economy, current situation and development of India; by means of the capital Delhi. Moreover the gathered information is supposed to provide insights into the cultural, behavioral and consumption decisions of potential target groups within the market. The outcome is supposed to be supportive for marketing planning and internationalization strategies. The research does not take care about Supply chain aspects, possible supplier or manufacturer as cooperative partners in the targeted market. Moreover the outcome will not be dealing with specific aspects of a possible marketing mix or an Integrated Marketing communication plan. 2.5 Research Design Primary Data A survey will be conducted for gathering qualitative and quantitative information regarding research question 2 (mainly 2.2, 2.3, 2.4). A questionnaire will be designed and used in order to explore the food- and eating behaviour of Indians as well as the attitudes and preferences towards the product. Secondary Data The main source of information for this research will be secondary data due to the fact that there is already a massive amount of existing data and information available, both quantitative and qualitative. We will start with desk research what consists of reading articles, journals, books and other academic sources related to the topic. The Internet will be of course one of our main sources during the desk research. Description of data collection method Desk research will be conducted in order to gather external information which is relevant to the research. Various sources for this information will be mainly India’s statistics, governmental reports and analyses, online business magazines. Field research will also be carried out for providing more specific information, which is either not existent in the secondary  information sources or not accessible. This information will regard the eating habits and preferences of the modern Delhi inhabitants with a focus on the frozen fast food products. For this purpose a personal interview with the potential customers seems to be an appropriate choice. The main reasons for choosing this method for data collection is because it provides both qualitative and quantitative information, there is a direct physical contact with the potential customers, the response rate is usually high and it is typically used in the early stages of the research plan. The interviews will be carried out in supermarket/hypermarket chains or wholesale retailers located in Delhi. Firstly because these places have high potential for meeting future customers since they are used by the urban working middle class for buying consumer goods. Such chains are Carrefour, Metro Cash and Carry, Biz Bazaar and Spar. In the choice should be included both Indian domestic chains and Western ones because the aim of the survey is to explore the eating behaviour of the modern â€Å"westernized† Indians and the fact that Daloon is a European company. The prepared questionnaire includes 15 short and easy to answer questions in order to be taken less from the respondents’ private time for shopping and to be ensured higher response rate. Although this method does not guarantee representativeness of the results, it gives good understanding for the included topics.