Strategy for marketing wine in Britain Essay Example | Topics and Well Written Essays - 2000 words

Strategy for marketing wine in Britain - Essay Example Promotion entails not just advertisement but also branding while pricing refers to balancing what the consumer is prepared to exchange in relation to production costs. Placement in a globalised environment creates the greatest challenge of retailing the product. Wine Production. Wine production in Europe has traditionally been labor intensive, based on fragmented production of grapes by small sized farmers spread over a wide area. These are dependent on a long chain of producers, distributors and marketing agents and are thus impervious to the needs of the consumer, a cardinal sin in product marketing. On the other hand new world wine growers, in the United States, Australia, Argentina, Chile and South Africa, have large land holdings averaging 158 hectares compared to 1 acre in Europe and with mechanization and use of modern techniques have full control of the production, supply and distribution chain thereby being responsive to product development based on consumer preference. Modernization of production has been rejected by French wine growers who do not want to lose the, "poetry of wine." Product and Price Differentiation through Packaging. ... Australian and American wine producers have displayed greater flexibility in product development focusing on the change in demand to premium and super premium brands, switch from red to white wine and vice versa based on health benefit perception of consumer, fashion trends and even preference based on variety of grapes. This has been achieved by cultivating the identified variety in larger acreages. Old world wine growers did not have this flexibility as land continued to be scarce as also its use for growing grapes was regulated. Pricing. Apart from the factors covered above, new world producers were able to achieve a price advantage due to economies of scale while French and German wine growers were restricted by small holdings and limited scale of operations. Ease in transportation costs and liberalization of tariff regulations due to execution of World Trade Organization norms also assisted the new world producers in pricing their products competitively. Promotion - Impact of Branding. While branding a product is an important tool for its promotion, in old World Europe, regulation and classification of wine led to a deleterious impact creating a hierarchy of regression with a government panel allotting quality certificates. Branding or classification in France was carried out based on an antiquated system of terroir or the unique qualities provided to wine due to factors as soil conditions, rainfall and so on. But when phylloxera struck affecting wine production in the last quarter of 19th Century, it was only through the process of grafting with phylloxera resistant roots from Californian vine yards which transposed wine industry beyond Europe. The regression in branding is exemplified by the fact that a resolution was passed by the European Union

The importance of HBCUs in the modern world Research Paper

The importance of HBCUs in the modern world - Research Paper Example Equality was often the cry. Nowadays, when people think they have achieved the desires of their old folks, social issues such as discrimination or racism are seriously examined on every corner of the world. With the acceptance of the merging of different races towards a global goal, it is being considered if racism has indeed been eradicated or if there is still the scars of racism that show that in the modern world, racism still exists. One of the things being closely examined in relation to this issue is the existence of Historically Black Colleges and Universities (HBCU) in a world wherein such racist impositions are greatly criticized. In this paper, it will be studied if the HBCUs are still relevant or if they should be dissolved just as slavery has been dissolved in order to get rid not only of the pains of racism but also its memories and scars. In order to consider well the different angles of the HBCUs, it is important to learn about the history of the colleges and universit ies. According to the title III of the Higher Education Act of 1965, an HBCU is a school of higher learning whose principal mission was and is the education of African Americans accredited and established before 1964 (thurgoodmarshallfund.net). The Higher Education Center on the other hand specifically mentions that it is any historically black college or university (higheredcenter.org) and continues with the definition mentioned earlier. The first HBCU was established in 1837, twenty six years before the end of slavery (Coleman), in Pennsylvania and named Cheney University. The school catered to African Americans who have just earned their freedom from their slavery, who wanted to earn an education which they believed would grant them better lives. It was birthed by a Quaker who was also known to be a philanthropist, who yearned to educate and train free Blacks to become teachers (Coleman). For years, HBCUs stood for the educational rights of African American citizens and provided them with quality education that helped them actively participate in their communities. Among them are Alabama Agricultural and Mechanical University organized in 1875 through the efforts of a former slave, William Hooper Council; Bowie State University which boasts of its dedication to the advancement of knowledge through teaching, research and service; and Lincoln University, known as the oldest historically black university founded in 1854 (thurgoodmarshallfund.net). The Historically Black Colleges and Universities boast of quality education that made way for a lot of African Americans and other cultures alike to succeed in the educational arena not only for undergraduates but also for graduate studies. It is claimed that nine out of ten of those who earn doctoral degrees are from HBCUs. Moreover, the HBCUs also boast about the high percentage of practicing professionals to be their graduates and African American Medical school applicants from HBCUs to have outnumbered the applic ants from Johns Hopkins, Harvard and the University of Maryland, combined (thinkhbcu.org). Among others that make HBCUs proud about their achievements are the significant number of their African American degree holders and doctorate degrees awarded for communications. HBCUs also boast that they are excellent institutions falling in line with the top ten colleges and universities for African American, even placing in the top six