Timeline of the Mau Mau Rebellion in Kenya

The Mau Mau Rebellion was a militant African nationalist movement active in Kenya during the 1950s. Its primary goal was the overthrowing British rule and removing European settlers from the country.  The uprising grew out of anger over British colonial policies, but much of the fighting was between the Kikuyu people, the largest ethnic group in Kenya, making up about 20% of the population.   Inciting Incidents The four main causes of the revolt were:Low wagesAccess to landFemale genital mutilation (FGM)Kipande: identity cards that black workers had to submit to their white employers, who sometimes refused to return them or even destroyed the cards, making it incredibly difficult for workers to apply for other employmentKikuyu were pressured to take the Mau Mau oath by militant nationalists who were opposed by the conservative elements of their society. While the British believed Jomo Kenyatta to be the overall leader, he was a moderate nationalist threatened by more militant nationalists, who continued the rebellion after his arrest. 1951 August: Mau Mau Secret Society Rumored Information was filtering in about secret meetings held in the forests outside Nairobi. A secret society called the Mau Mau was believed to have started in the previous year which required its members to take an oath to drive the white man from Kenya. Intelligence suggested that members of the Mau Mau were restricted at the time to the Kikuyu tribe, many of whom were arrested during burglaries in Nairobis white suburbs. 1952 August 24: Curfew Imposed The Kenyan government imposed a curfew in three districts on the outskirts of Nairobi where gangs of arsonists, believed to be members of the Mau Mau, were setting fire to the homes of Africans who refused to take the oath. October 7: Assassination Senior Chief Waruhiu was assassinated, stabbed to death by a spear in broad daylight on a main road on the outskirts of Nairobi. He had recently spoken out against increasing Mau Mau aggression against colonial rule. October 19: The British Send Troops The British government announced that it would send troops to Kenya to help the fight against the Mau Mau. October 21: State of Emergency With the imminent arrival of British troops, the Kenyan government declared a state of emergency following a month of increasing hostility. More than 40 people were murdered in Nairobi during the preceding four weeks and the Mau Mau, officially declared terrorists, acquired firearms to use alongside more traditional pangas. As part of the overall clampdown, Kenyatta, President of the Kenya African Union, was arrested for alleged Mau Mau involvement. October 30: Arrests of Mau Mau Activists British troops were involved in the arrest of over 500 suspected Mau Mau activists. November 14: Schools Closed Thirtyfour schools in Kikuyu tribal areas are closed as a measure to restrict the actions of Mau Mau activists. November 18: Kenyatta Arrested Kenyatta, the countrys leading nationalist leader, was charged with managing the Mau Mau terrorist society in Kenya. He was flown to a remote district station, Kapenguria, which reportedly had no telephone or rail communications with the rest of Kenya, and was held there incommunicado. November 25: Open Rebellion The Mau Mau declared open rebellion against British rule in Kenya. In response, British forces arrested over 2000 Kikuyu who they suspect of being Mau Mau members. 1953 January 18: Death Penalty for Administering Mau Mau Oath Governor-general Sir Evelyn Baring imposed the death penalty for anyone who administers the Mau Mau oath. The oath would often be forced upon a Kikuyu tribesman at knife point,  and his death was called for if he failed to kill a European farmer when ordered. January 26: White Settlers Panic and Take Action Panic spread through the Europeans in Kenya after the slaying of a white settler farmer and his family. Settler groups, displeased with the governments response to the increasing Mau Mau threat, created Commando Units to deal with it. Baring announced a new offensive under the command of Major-General William Hinde. Amongst those speaking out against the Mau Mau threat and the governments inaction was Elspeth Huxley, who compared Kenyatta to Hitler in a recent newspaper article (and would author The Flame Trees of Thika in 1959). April 1: British Troops Kill Mau Maus in Highlands British troops kill 24 Mau Mau suspects and capture an additional 36 during deployments in the Kenyan highlands. April 8: Kenyatta Sentenced Kenyatta is sentenced to seven years hard labor along with five other Kikuyu detained at Kapenguria. April 10-17: 1000 Arrested An additional 1000 Mau Mau suspects were arrested around the capital Nairobi. May 3: Murders Nineteen Kikuyu members of the Home Guard were murdered by the Mau Mau. May 29: Kikuyu Cordoned Off Kikuyu tribal lands were ordered to be cordoned off from the rest of Kenya to prevent Mau Mau activists from circulating to other areas. July: Mau Mau Suspects Killed Another 100 Mau Mau suspects were killed during British patrols in Kikuyu tribal lands. 1954 January 15: Mau Mau Leader Captured General China, the second in command of the Mau Maus military efforts, was wounded and captured by British troops. March 9: More Mau Mau Leaders Captured Two more Mau Mau leaders were secured: General Katanga was captured and General Tanganyika surrendered to British authority. March: British Plan The great British plan to end the Mau Mau Rebellion in Kenya was presented to the countrys legislature. General China, captured in January, was to write to the other terrorist leaders and suggest that nothing further could be gained from the conflict and that they should surrender to British troops waiting in the Aberdare foothills. April 11: Failure of the Plan British authorities in Kenya admitted that the General China operation legislature failed. April 24: 40,000 Arrested Over 40,000 Kikuyu tribesmen were arrested by British forces, including 5000 Imperial troops and 1000 Policemen, during widespread, coordinated dawn raids. May 26: Treetops Hotel Burned The Treetops Hotel, where  Princess Elizabeth  and her husband were staying when they heard of King George VIs death and her succession to the throne of England, was burnt down by Mau Mau activists. 1955 January 18: Amnesty Offered Baring offered an amnesty to Mau Mau activists if they would surrender. They would still face imprisonment but wouldnt suffer the death penalty for their crimes. European settlers were up in arms at the leniency of the offer. April 21: Murders Continue Unmoved by the Barings amnesty offer, the Mau Mau killings continued with two English schoolboys killed. June 10: Amnesty Withdrawn Britain withdrew the offer of amnesty to the Mau Mau. June 24: Death Sentences With the amnesty withdrawn, British authorities in Kenya proceeded with the death sentence for nine Mau Mau activists implicated in the deaths of the two schoolboys. October: Death Toll Official reports said that more than 70,000 Kikuyu tribesmen suspected of Mau Mau membership were imprisoned, while over 13,000 people were killed by British troops and Mau Mau activists over the previous three years. 1956 January 7: Death Toll The official death toll for Mau Mau activists killed by British forces in Kenya since 1952 was said to be 10,173. February 5: Activists Escape Nine Mau Mau activists escaped from  Mageta  island prison camp in Lake Victoria. 1959 July: British Opposition Attacks The deaths of 11 Mau Mau activists held at Hola Camp in Kenya were cited as part of opposition attacks on the U.K. government over its role in Africa. November 10: State of Emergency Ends The state of emergency ended in Kenya. 1960 January 18: Kenyan Constitutional Conference Boycotted The Kenyan Constitutional Conference in London was boycotted by African nationalist leaders. April 18: Kenyatta Released In return for Kenyattas release, African nationalist leaders agreed to take a role in Kenyas government. 1963 December 12 Kenya became independent seven years after the collapse of the uprising. Legacy and Aftermath Many argue that the Mau Mau uprising helped catalyze decolonization as it showed that colonial control could only be maintained through the use of extreme force. The moral and financial cost of colonization was a growing issue with British voters, and the Mau Mau revolt brought those issues to a head. However, the fighting between Kikuyu communities made their legacy contentious within Kenya. The colonial legislation outlawing the Mau Mau defined them as terrorists, a designation that remained in place until 2003, when the Kenyan government revoked the law. The government has since established monuments celebrating Mau Mau rebels as national heroes. In 2013, the British government formally apologized for the brutal tactics it used to suppress the uprising and agreed to pay approximately  £20 million in compensation to surviving victims of abuse.

Alex theatre is mid-sized theatre characterized by Greek...

Alex theatre is mid-sized theatre characterized by Greek and Egyptian touches to its internal decoration. I was sitting on the middle left side of the theatre, seat Orch T11. The theatre was completely filled. The event was formal and the audience consisted mostly of old middle to old aged people. The arrangement of the instruments on the stage was as follows: violins on left side and in the middle, violas, bass and cellos on the right side, timpani on the far right side, bassoons, horns, and oboes at the very far middle of the stage and, lastly, trumpets, flutes, and clarinets in the middle between violins and bassoons, horns, and oboes. The event started with a unique announcement made by the general manager, Andrea Laguni, where she†¦show more content†¦Its estimated duration was around 22 minutes. The idea for the soloists’ performance comes from the chamber concerto form. The solo players performed periodically through the symphony. The piece included three movements: fast-slow-fast. In the first movement, the soloists are supported by background harmonies. In the second movement, the soloists are playing together by taking turns with the background orchestra playing quietly like whispers. The final movement is more lively and spirited. The third piece is Musica Celestis, composed by Aaron Jay Kernis in 1990. Its orchestration includes strings only. Its duration was 13 minutes. It is filled with warm harmonies. The beginning is very soft and deep (piano). As it goes along, the pitch and the dynamics become deeper, louder and more passionate. Scales keep ascending quickly, as if it is reaching a climax, until a full sudden stop is reached. After that, the music returns slowly and becomes deeper towards the end. This was my favorite piece in this whole performance. The listener can plunge into deep affectionate feelings. It was easy to imagine a scenario or a story by listening to its soft well-connected harmonies. The final piece named Symphony No. 1 in C major, Op.21 composed by Beethoven in 1800. Its orchestration includes 2 flutes, 2 oboes, 2 clarinets, 2 bassoons, 2 horns, 2 trumpets, timpani and strings. Its duration was 25 minutes approximately. The introduction is slow and

My experience to study speech free essay sample

Everybody learns moral values from different experiences of his/her life. Here is an experience, which was a turning point to my life. My speech was a laughable to listeners when I was In my 9th grade year. Learning how to speak In front of a crowd was a most significant moment in my life because I learned basic skills like speaking, facing an audience, and memorizing sentences. My English teacher paved the way for me to be a better speaker. It all started when she told me to speak some words about my achievements in school life in front of a crowd.I felt so nervous, and I said el the achievements the wrong way. When I moved in front of the crowd, my heart beat Increased. My hands became sweaty. I felt so cold. I thought to say many good things about my teachers, but I spoke all the wrong things. We will write a custom essay sample on My experience to study speech or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I did not know what happened to me. My speech became laughable in the class. The teacher understood my problem. She told me about her first experience of speech in her class. In her first speech, she felt so nervous and cried in front of the crowd. It happened in her 7th grade year. Her experience relaxed me, but I was still feeling so depressed.My cheer came to me and sat with me. She taught me about thesis and writing techniques. She gave me a book to learn the basic skills of speech. I bought books to learn basic skills of speech. Every day, I spent some time reading the text books for speech. I watched many speeches on television and the Internet. From the speeches, I gained great knowledge about major issues facing society. One day I watched a speech by A. B. J. Abdul Salaam, the ex-president of India. The speech was about his dreams about a developed India. I felt patriotic when I watched the speech.I was inspired to be able to give a speech like him, so I practiced my speech by speaking In front of a mirror, and with time I became better. Research and practice helped me to speak better. With help from my mother, I studied the basic skills of facing an audience. She taught me some meditation tips to lower fear. I performed my second speech on Independence Day at our students club celebration, but the audience did not give me a positive feedback. When my mother saw me crying in my room, she came In to calm me down. She motivated me by telling a story about the first speech f Mahatma Gandhi, the father of India.He became so nervous when he performed his flirts speech at the age of 28. When he began to speak, he felt so nervous that he could not say a single word. It was an interesting story. I also experienced similar feelings. I read the autobiography of Mahatma Gandhi, and I learned more about him. I learned how to face audiences from the book. M. K Gandhi was a lawyer, and one incident In the book influenced me was that his first case in the court room. While speaking In front of the crowd, he became so nervous and anxious. All of them gauged and his client scolded him.This Incident make him a better speaker and his story gives me courage to face audience. In order to reduce fear, I learned basic skills of meditations like yoga, which is a generic term for the physical, mental, and spiritual practices or disciplines, originated in ancient India with a view to attain a state of permanent peace. Yoga is a Sanskrit word which means union and is interpreted as union with the done. More meditation gave me more peace and friend. I was not good at remembering things. Once, I met a man who worked with y dad. He has a B.A in psychology. He taught me different techniques of memorization. I studied different ways to remember things. There are many different ways to study long paragraphs, long patterns of words, timeliness, etc. The most interesting way to help memorization is story making. With this method I make a story by connecting words or sentences in essays. I include the most interesting characters in the story, so that way, I cannot forget the story or essay. I learned this technique to learn essays for speeches. The memorizing tips also help me to prepare or exams. First, I learned basic skills of speech from my high school English teacher. Second, I learned how to face an audience without fear. Third I learned how to memorize essays and long speeches. All of these techniques helped me to win in a speech competition. I performed my third speech with a lot of confidence and without fear. When I stood in front of a big crowd, I did not feel any anxiety. The speech titled Torturing to Indian Women in Our Society. I included recent incidents and other major issues in society. I got more knowledge about these things fromAbdul Salaams speech. I also mentioned his dreams about India, which was a main point. My speech was an encouraging one to all. I was proud of myself. Everybody appreciated me. I got 500 rupees cash award on that speech. This was the most joyful moment in my life. Self-confidence, hard work, and courage are valuable in life. I learned this lesson from my lifes experience. My speech was a turning point in my life. My experiences to learn speech techniques not only helped me to learn how to speak, but also, I learned moral values to become a perfect man.

The Coca and the Cocaine War Essay Example For Students

The Coca and the Cocaine War Essay 10 February 2002THE COCA AND THE COCAINE WARThe current War on Drugs involves skirmishes in an arena with two fronts: The consumer and the manufacturer. The successes and failures of the battle are not clearly identified without first looking at how the battle can be ultimately won. When it comes to cocaine, the problem of punishing the whole instead of the individual is hard to define. Many countries use the raw ingredient, the coca plant, as part of a social and cultural structure. The only way to win the War on Drugs is to focus war efforts on fighting the manufacturer of the finished cocaine product. We will write a custom essay on The Coca and the Cocaine War specifically for you for only $16.38 $13.9/page Order now The War on Cocaine has been trying to fight a battle on two fronts. The first objective of the American government is to deter the consumer from using illegal products. The genesis of punishment against users is sited in the 1914 Harrison Act, in which addicts and others that possessed drugs were punished for buying or possessing cocaine or heroin without a prescription (Bertram, 26). This act began a trend that still today allows law enforcement to arrest the user along with the supplier. The supplier (drug trafficker) is the key in this type of police action, because most of the time the user will be unaware of the exact origin of the substance or have any knowledge as to where it was purchased or manufactured. The main problem with this type of arrest is that 70 to 75 percent of the narcotic arrests per year are for possession and only 25 to 30 percent are for actual drug trafficking offenses. Although the user should not be overlooked, a greater emphasis ought to be focused on th e supplier in order to reach the actual manufacturer of the illegal substances. The other front of the battle of the War on Drugs comes from locating and shutting down the manufacturers of cocaine. Cocaine is manufactured from the coca plant, the drugs main ingredient. When the government imposes sanctions on different nations for growing the coca plant, careful considerations must be made. Just like any other market, there may be underlying circumstances for growing the plant that are perfectly innocent to the illegal cocaine market. The key influence of the coca market comes from the Andean countries of South America: Peru, Bolivia, and Colombia. These countries are responsible for almost exclusively cultivating the coca plant, but Colombia is the main processing nation of the plant into cocaine, at nearly 70 percent (Stares, 2). The problem with fighting the producers of the coca plant is that not all of the operations are geared toward making the illegal substance. In fact, many of the producers within this region use the plants as a crucial element of social status and cultural values. The main problem that the American law enforcement agencies have encountered from other nations is the social barrier to outlawing these narcotics. The coca plant has a significant social value in the Andean culture, just as the tea and coffee have a social value in American cultures. The Andean people chew the coca leaves, and this is done as a social function to protect one from spiritual influences. The families use the coca matu plant (green coca with a leathery texture that is unpleasant to taste) to offer for sacrifice to idols and to prepare corpses during the wakes of the dead (Leons, 68). The Andean people have become accustomed to the coca fields and have centered an entire society on this crop. When a young Andean couple marries, a crop is started with the painstaking planting process. Throughout the years of the marriage and with the edition of new members in the family, the field begins to grow until it reaches the final maturity, along with couple.The only solution to f ighting the cocaine manufacturers is to strike the operations that are actually producing the illegal product. Careful consideration must be made to identify the crop as a cocaine development field before fumigation is acceptable. .u5e41eb42edec951c42063da642f5cf80 , .u5e41eb42edec951c42063da642f5cf80 .postImageUrl , .u5e41eb42edec951c42063da642f5cf80 .centered-text-area { min-height: 80px; position: relative; } .u5e41eb42edec951c42063da642f5cf80 , .u5e41eb42edec951c42063da642f5cf80:hover , .u5e41eb42edec951c42063da642f5cf80:visited , .u5e41eb42edec951c42063da642f5cf80:active { border:0!important; } .u5e41eb42edec951c42063da642f5cf80 .clearfix:after { content: ""; display: table; clear: both; } .u5e41eb42edec951c42063da642f5cf80 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u5e41eb42edec951c42063da642f5cf80:active , .u5e41eb42edec951c42063da642f5cf80:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u5e41eb42edec951c42063da642f5cf80 .centered-text-area { width: 100%; position: relative ; } .u5e41eb42edec951c42063da642f5cf80 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u5e41eb42edec951c42063da642f5cf80 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u5e41eb42edec951c42063da642f5cf80 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u5e41eb42edec951c42063da642f5cf80:hover .ctaButton { background-color: #34495E!important; } .u5e41eb42edec951c42063da642f5cf80 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u5e41eb42edec951c42063da642f5cf80 .u5e41eb42edec951c42063da642f5cf80-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u5e41eb42edec951c42063da642f5cf80:after { content: ""; display: block; clear: both; } READ: Physics Essay PaperThe two fronts, the consumer and the manufacturer, of the War on Drugs are not easy to identify. In order to succeed the manufacturer must be identified, punished, and put out of business. Failures will result when cultures are destroyed as collateral damage in the never-ending battle to keep cocaine off the streets of America. The social circles that use the coca plant as part of a social and cultural structure should be protected, but not totally ignored. The only way to win the War on Drugs is to focus war efforts on fighting the manufacturer of the finished cocaine product. WORKS CITEDBertram, E. (et al.) DRUG WAR POLITICS: THE PRICE OFDENIAL. Univ Cal: Los Angeles, 1996. Leons, M.B. and Sanabria, H. COCA, COCAINE, AND THEBOLIVIAN REALITY. State Univ of NY: Albany, 1997. Stares, P.B. GLOBAL HABIT: THE PROBLEM IN A BORDERLESSWORLD. Brookings: Wash DC, 1996. Words/ Pages : 851 / 24

Nutrasweet in China-Sb Essays

Nutrasweet in China-Sb Essays Nutrasweet in China-Sb Essay Nutrasweet in China-Sb Essay -Case Study Analysis-| NutraSweet in China| Sandra Burga| MARKETING MANAGEMENT 658. 22 Professor Stephen Rapier Pepperdine University MARKETING MANAGEMENT 658. 22 Professor Stephen Rapier Pepperdine University I. History Back in 1994 NutraSweet’s Consumer Products division (CPD) considered entering the growing China market. Their intent was to take advantage of the growing Chinese market and expand their brand developing a new sector of brand followers. The CPD perceived three main opportunities: leverage the product brand, leverage marketing manufacturing competencies and capitalize on China’s post-Cultural Revolution. One of the enticing driving factor’s for NutraSweet (NS) was the low sugar consumption numbers in China, based on this perceived notion NutraSweet was posed with a couple of questions: Should NutraSweet enter the Chinese Market? If so, what will be the Risk vs. Profit opportunities? In addition, they also needed to consider their timing and strategy to enter the market. In doing so, they will have to carefully consider their Positioning and their Indirect versus Direct Distribution. NutraSweet assigned Eve Stacey a recent Harvard Business School grad, formerly of Ingredients Division, to head the project. According to the information provided for the case, Ms. Stacey was given only 3-months to prepare recommendations. There is no additional information provided on the case that tells us if Ms. Stacey was already familiar with the Chinese culture or if she had a good understanding of the market as it related to NutraSweet. What we know if that she sought the help of a company called SRG to do door-to-door interview of 200 Chinese consumers. Overall, this was a very small sampling of the Chinese market to be able to access the need. Back in the early nineties, NutraSweet’s Consumer Products ivision was responsible for tabletop sweeteners under the brand names of Equal ®, Canderel ®, and NutraSweet ®, brands already known to the US market. NutraSweet came about accidentally in 1965 when a chemist discovered it while working in a lab at Searle. Searle was a small pharmaceutical company later acquired by Monsanto. The Monsanto Company is a Fortune 500 manufacturer of performan ce chemicals, agricultural, food ingredients and pharmaceutical products. Headquartered in St. Louis, Missouri The laboratory accident that launched NutraSweet grew into a $1 billion dollar business for Monsanto. Because Searle was a pharmaceutical company, NutraSweet was initially marketed as an over-the-counter product, not as a food product. Monsanto consolidated the tabletop sweetener business during a reorganization period in which it faced many positioning challenges. In the United States NutraSweet was marketed as a mainstream product using a similar marketing strategy as Equal ® which had a low calorie sugar-like sweetness. In the European and Latin American countries the marketing was based around the concept of â€Å"lifestyle† consumption. In less developed markets it was marketed as a niche product for consumers with a medical need. NutraSweet consumer products sales by region in 1994 largely came from the large demand in the US with 58%, followed by Europe with 29%. As shown in the pie chart below, based on the small market share (4%) there seemed to be a great opportunity to expand into the Asia to increase the market share. II. Key Points A. Market Drivers and Growth Foreign Investors pumped billions into China’s economy back in 1994, the Chinese economy was booming. Citizens were spending 40% of their disposable income on food. This attractive fact seemed like a great opportunity for NutraSweet back then. Although expected to decrease with increasing cost of living, Monsanto was eager to enter the market. There was an emerging middle class with projected increase in purchasing power. NutraSweet saw an opportunity in the Chinese consumers’ infatuation with Western brands which represented: quality, freedom, excitement luxury. Multinational Corporations (MNCs) view China as: a set of distinct markets, culture, and tastes, regions varied by geography population with 3-key markets to explore: Shanghai, Guangzhou, and Beijing. B. Customer Analysis * Market Demographics China consumed 14 pounds of sugar/person versus 80 pounds of sugar/person in the US. This interesting fact posed the question, â€Å"How can we make this product attractive to a society where consumers for the most part are skinny and do not eat that much sugar? †. This presented a cultural challenge to tackle in the marketing process for Stacey and Monsanto. * Market Behaviors Chinese consumers spent little on housing and none on transportation to/from work, most used 40% of their disposable income on food. 20% of the 60 million (12 million) habitants owned 80% of the country’s wealth. The â€Å"Middle Class† was emerging and estimated to double in 2 years, meaning the target market would be as big as the US target market. In addition, as mentioned before, the Chinese consumers were obsessed with American products, fact that supported NutraSweet’s strategy. * Market Needs Values The primary distribution channels for NutraSweet were drug dispensaries therefore people perceived sugar substitutes as socially unacceptable. In addition, sweetness tolerance across China varied from region to region. Consumers saw no need for a tabletop sweetener since sugar was used mostly for cooking. Market Segmentation One of the strategies NutraSweet considered was to Market it as â€Å"food for a healthy lifestyle†. They saw an opportunity to expand their customer base through education about â€Å"healthy eating† (Yoshino, 1996). Their main target group was 25-40 year old women in the higher household income category. Other perceived users were predomin antly children and health/weight conscious individuals. C. Competitive Analysis Sweet ‘n Low was NS’s U. S. major competitor but â€Å"†¦the tabletop sweetener business was still fairly local with different competitors in different parts of the world. Part of their advantage was that the tabletop sweetener category was new to China. Part of their challenge was that sugar was inexpensive, infrequently purchased, and received little consumer attention. The question now was, if sugar was not consumed as much by the chinese, why would they consume a sugar-like substitute?. In the past â€Å"Healthful† drinks failed to catch on in China i. e. Diet Coke which failed in 1980’s. â€Å"The real competitors were other consumer product markets fighting for a share of mind and a share of discretionary income through an unbelievable media† (Yoshino, 1996). * The China Lure In 1994, foreign investors poured $81. 4 billion into China† (Yoshino, 1996). The GDP grew from $298 billion in 1980 to $508 billion in 1994, the 10% annual growth over next 25 years forecasted China’s economy to be worth $6 trillion dollars. The 60 Million consumer base was forecasted to double over the next decade. A more aggressive study predicted 150 million Chinese with purchasing power parity annual incomes of $18,000 by year 2000. D. Financial Analysis The average household income was $685/yr, the breakdown includes a $581 for a businessman, $420 for a factory worker and $213for an agricultural laborer. Hong Kong Was considered potentially more profitable than any other market in Asia, their business was less than $1 million due to social stigma. The average household income of 6 million inhabitants was $18,000 with an expected economy growing at 5% annually. * Taiwan A was a more developed market that could have served as a testing ground before entering China. However, Equal was rejected by major distributors and partially delisted. The average income was of $12,500 with a population of 21 million and a economy growing at 7% annually. E. Marketing Objective and Strategy Target Market The Main target group was 25 to 40 year old women in higher household income category. The perceived users were predominantly ch ildren and health/weight conscious individuals. Mothers in Guangzhou preferred it more than childless women * Positioning (Messaging) Getting goods to the market/consumer was a central challenge for MNC. NutraSweet leaned towards using a foreign agent to enter the market such as Inchcape, East Asiatic Co. and Simm’s. * Marketing Mix a) Product or Service Strategy The 4 F’s† of NutraSweet: FOOD, FUN, FAMILY, FOR YOU!. Tooth decay big problem in China. Sugar quality was poor (didn’t dissolve well) worms in their sugar! ) b) Consumer expectations 25% of Beijing’s consumers thought it would be an expensive item to be given as gift. 12% of Guangzhou consumers consider it as everyday item. 70% of consumers expect to find product in supermarkets c) Pricing Strategy The price decision had to balance low average incomes, the nonessential nature of the product, and white sugar’s low price with the need to position NutraSweet as a premium product that should not be directly compared to sugar. Pricing decision is important because of the multi-tiered distribution structure, NutraSweet needed to get to Chinese customers. d) Promotional Strategy 1/3 preferred sachet and 2/3 preferred table form, ? liked in jar format. Beijing: 1/3 thought packaging was too common or â€Å"clinical†. Shanghai (15%) Beijing(30%) saw product as â€Å"confusing† â€Å"not credible†. Most were skeptical about its use in relationship to gain weight. e) Distribution The primary distribution channels for NutraSweet were drug dispensaries in HK, typically people found sugar substitutes as socially unacceptable  as they relate to sick people. Their options were to explore multi-tiered distribution system OR build their own distribution systems OR use foreign agents subcontracting wholesalers and retailers. An option was to follow Equal’s strategy in the US and Abroad. The options included: marketing it as a mainstream product sold through retail food channels or marketed as a medical aid for diabetics and obese consumers. Consumed as part of everyday life in Europe and Latin America it was marketed as â€Å"healthy food† expanding customer’s base through educating others about healthy eating. F. SWOT Analysis * Strengths NutraSweet is a widely recognized brand name; it had flexibility in positioning their product. The Chinese market favored â€Å"Western† products. NutraSweet was already a familiar taste in already used Chinese products although it was not publicized. NutraSweets EPS has been steadily rising (1995 @ $6. 36) * Weaknesses Research conducted may not depict the Chinese culture accurately. Research conducted may not be a truthful representation of the action Chinese consumers will actually take. Management had a narrow focus view of NutraSweet’s possibility of success in China * Opportunities NutraSweet can be marketed as â€Å"food for a healthy lifestyle†. Chinese market is an untapped, growing market with a growing disposable income. NutraSweet can expand their customer base through education. China is a unique place with distinct markets, culture and tastes * Threats NutraSweet is a substitute to white sugar and is more expensive. Health concerns about the use of Aspartame in NutraSweet. Chinese consumers do not consume the same amount of sugar as the average person in the US. There’s competition against MNC’s wanting to enter a developing market like China G. Challenges * How can NutraSweet be attractive to a society where consumers for the most part are skinny and do not eat that much sugar? * Was choosing SRG to conduct their door-to-door interviews of 200 random costumers a good idea? * How can NutraSweet compete for consumer’s share of mind and share of discretionary income? * Shall NutraSweet be launched in Taiwan or Hong Kong instead of China? * Was NutraSweet priced and positioned appropriately for the Chinese consumers? How well prepared is NutraSweet to integrate themselves into the Chinese market (i. e. staff, management, understanding of Chinese rules)? Recommendation * Extend the test period to beyond 3-months and create a test market * Better cultural understanding: the management team could have continued marketing it as a medical aid for diabetics which was already culturally accepted * Investigate in depth existing com panies that did not succeed and learn from them * Tailor the packaging and messaging toward the Chinese Consumers. Or repackage it and detach it from the stigma * Educate consumers about the uses and benefits of NutraSweet for diabetics * Partner with companies who can use NutraSweet as their main ingredient instead of being a stand-alone name REFERENCES Yoshino, Michael and Knoop, Carin-Isabel (1996). NutraSweet in China (A), Cambridge: Harvard Business Review Koetler Keller. (2012). Marketing Management 14th edition. New Jersey, US

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Obesity Term Paper Example | Topics and Well Written Essays - 250 words

Obesity - Term Paper Example However, health issues are not the only problems associated with obesity there are also certain economic side effects of it (Sandman, 2007). Different nutritionists and dieticians suggest a number of solutions and cures for this disease. However, there are a few major categories where the first one is in the form of dieting in which the aim is to cut down on consumption of fattening food. Another popular technique is working out, which includes aerobics, yoga, gym, wait training and many others (Wright, 2004). Some people use the combination of these both with a proper weight loss plan, which is another technique. Also taking prescribed medication is essential to control obesity as medicines control appetite (Caprio, 2006). Also the surgical options have started to work more and more with the passage of time. Obesity is a disease that has no boundaries and is common amongst all age groups, gender and ethnic backgrounds. It is an epidemic that has spread all around the globe. Statisti cs show that 31% of Americans are considered obese with a BMI crossing 30 (Grossman, 2004). Works Cited Butcher, Kristin F. Childhood Obesity: Trends and Potential Causes. The Future of Children, 16, 2006 Caprio, Sonia. Treating Child Obesity and Associated Medical Conditions. The Future of Children, 16, 2006 Grossman, Michael. The Economics of Obesity. Public Interest, 2004 Sandman, Nirit.