Shipping Economics Essay Example | Topics and Well Written Essays - 2000 words

Shipping Economics - Essay Example Marx (1953) describes it as " agreements organised by shipping lines to ports of call to arrange the pooling of cargo, freight monies or net earnings. They generally control prices, i.e., freight rates and passenger fares. They create a permanent body with a Chairman or Secretary. The conferences were either informal (oral) or formal (written), containing carefully established rights and obligations of membership." Such an authority to set and fix the price gives them the power of a cartel to monopolise the industry. The shipping industry has evolved from birth and continues to evolve in the wings of technological advances. Globalisation has taken place, and as shared by Notteboom (2004, p.86), it is reshaping the shipping industry. According to Jansson and Shneerson( 1987, p16), the liner shipping is geared towards providing regular services between ports following time-tables, and prices are advertised well in advance. It resembles a public transport system wherein the service is open to all with some cargo to carry, known as 'general cargo' which are transported in various packaging, such as pallets, boxes, barrels, crates. Providing such service requires extensive logistics, i.e., ships/vessels, loading and unloading equipment and agencies to broker the port operations. The liner is bound to keep its schedules and be stringent in implementing its policies, thus, it has to leave ports on schedule full or half-full in load capacity. The high cost of operating a shipping line is fixed. The salaries of managers, engineers and crew members, the port handling expense, and other administrative and operational expenses are regularly paid regardless of whether the vessel is full to capacity, or there are large or small stocks to carry when sailing. This creates supply and demand imbalance, a market condition which would either push prices upward or pull them downward, as the case may be. In this particular case, there is an excess vessel capacity (supply quantity) with respect to actual load (quantity demanded), a situation which triggers a downward trend of freight rates or conference tariffs. Profits have been low and relatively small in liner shipping. Under a loose market condition, trading losses may even be incurred. The problem is compounded by the inability of carriers to make quick turn-arounds to be able to reduce costs and operate at marginal profits. Sturmey (1975, p125) stresses that the best approach to reduce shipping costs lies in speeding up the turn-around of ships. Liners spend 60% of time in port cargo handling, a complete waste of expensive capital tied up in engines, accommodation and hull". The inefficiency of handling in both loading and discharging ports causes the congestion of ships at the wharf rendering it difficult for them to make another round or more of sailing. Container

Examining The Sonata Form Music Essay

Examining The Sonata Form Music Essay According to Green, D. M. (1979), the term sonata has usually been reserved for works which are performed by one or two players. Sonatas which have more performers are usually called trios for three players, quintets for four players, and orchestra symphonies for many performers. The history of the term sonata is not related to the history of genre itself during the sixteenth century and before because sonata means a piece to be played on instruments and could denote to any type of instrumental compositions. But in genre, sonata is a piece consisting of several sections for one or more instruments. The author also said that in the seventeenth century, the sonatas history was very complicated. During that time, two main classes of sonata emerged. It was usually written for two instruments such as violin with basso continuo, along with harpsichord and other instruments that can produce harmonies. The three movement and four movement types of sonata became standards in the first half of the eighteenth century after it emerged. The three movements usually consist of fast slow fast sections and it has been very common since the beginning of the eighteenth century. The four movements on the other hand, had two fast movements surrounding two middle movements. One of the middle movements is slow, the other will be a minuet. Then the last movement which is fast is usually the scherzo such as Beethovens Piano Sonata Op.2 No.1) Sonata form is a standard form and the most important type of large scale in the eighteenth century for instrumental music. According to Caplin, W.E. (1998), many historians and theorists consider it to be the periods most highly developed and complex compositional design, the one in which composers reveal their greatest technical skill and expressive potential. He also said that the sonata form continued to influence compositional practice in later musical periods and styles until the middle of the twentieth century. The Sonata form consists of three large scale functions which are the exposition, development and recapitulation. Sometimes there are two functions which is the exposition may be preceded by an introduction in a slow tempo and the recapitulation is followed by a coda. The Sonata Allegro, is also known as the first movement form. According to Rosen, C. (1988), this may be one of the most complex and tightly organized series of forms because of the tendency of the late eighteenth century to put a tremendous weight in the opening movement. In the first movement form, there are two sections. The opening bars give a strict tempo, a tonic, characteristic thematic material and texture to create frames. The first part of a sonata form is called the exposition then it goes to development which indicated that the section is often devoted to the motivic development based on the themes heard in the exposition. Lastly is the term recapitulation which indicates the return of a number of themes rather than a single one. According to Rosen, C. (1988), the exposition of a sonata form is a thematic material that articulates a movement from tonic to dominant in various ways so that it takes on the character of the piece that it is composed upon. This character can be defined as a large scale dissonance which the material is played outside of the tonic key. The sonata style did not create this dissonant concept but it is the first style to make it the useful force of an entire movement. This style can be achieved by a variety of procedures. The first procedure is to have a half cadence on the dominant of the dominant with a clear break of texture which is usually seen as V of V on V. It is usually reinforce before going to the tonicization of V. A half cadence on V is followed by a new theme on the dominant which is always seen on any sonata in Mozart and Haydn. The second procedure is a very common procedure and has always remained useful from the eighteenth century until the late of nineteenth century which is the sudden move to the dominant of the relative minor. It usually goes like V of vi to vi, V of V to V, V of V of V of V of V and V. The third procedure it about going to the dominant and remain there which is V of V and to V of V again. This make the music sounds like it has no meaning to want to move on. The fourth procedure is about the changes of texture and rhythm. It will change at the point of departure from the tonic, at the arrival of the dominant and at the confirmed cadence. There are two significant breaks in the harmonic rhythm and there is always a pause so to mark the two events of the exposition. It always begins at the beginning of the second group and at the end of the entire section. The first section is in an animated texture and it will modulate itself. The second section which is the dominant section will also have an animated rhythm toward the end and will have a harmonic rhythm that is against the animation by starting in at a faster rhythm and ending with a stable rhythm. The fifth procedure is that it may be useful to summarize the articulation by theme briefly and a new theme has sometimes a different character which may arrive when the modulation to the dominant key is completed. In order to articulate the movement to the dominant, the first theme might be played in a new key or a part of the theme is played more complex, moving and unstable. This method is usually used by Haydn and it requires longer and more varied modulatory sections between the opening and the dominant section. The eighth procedure is that modulation in an exposition need preparation and this is where we can see the one of the revolutionary side of the sonata style. The dominant is treated as a dissonant tonality in the exposition. The ninth procedure is about the interchange between the harmony and rhythm. It may show us something from some classical expositions such as a move away from the tonic and can be imperative if the initial cadence on the tonic has been final. Rosen, C. (1988) said that the term development consists of two meanings and is also partly overlapped. The first is that it indicates both central section of a sonata. The second is a series of techniques of thematic transformation. The function of development is distributed over both the exposition and recapitulation part and also sometimes in the coda part too. The techniques of the thematic transformation are fragmentation, deformation, used of themes in an imitative contrapuntal texture, transposition and arrangement in a rapidly modulating sequence. There are three main places in a sonata movement where the development is most likely to occur which is the modulation to V in the exposition, second phrase of the recapitulation which often goes to the secondary development section, the development section proper and sometimes found in the coda section. The central section of a sonata form has two different functions which are development and transition. The development usually cre ates polarization and then delays the resolution but the transition prepares the resolution. Rosen, C. (1988) also said that the recapitulation can be said as the most fundamental and radical innovation of the sonata style. This concept is usually found in the Baroque binary forms but for sonata it does not occurs because the sonata does not like binary forms. It sometimes repeats all or parts of the exposition which are transposed into tonic. In the sonata, there is a reinterpretation of the pattern of the exposition and a transformation of articulated movement away from stability into an affirmation of a stable area. This section always exhibits a great variety of forms as the exposition and the development. The form of recapitulation is always determined by the development section as by the exposition on which everything begins from there which is their base. The more dramatic tension is build up by the development section, the more elaborate the measures are taken in the recapitulation section to ease and solve the dramatic tension. The recapitulation can continue the th ematic development while it is resolving the harmonic tension. 2.2 Introduction of the First Movement The first movement, Grave then allegro con brio begins in C minor. The time signature is in 4/4 time. This movement reveals his characteristics such as manly, earnest, painful and passionate. According to Elterlein, E. V. (1920), at the beginning of the first movement, it seemed restraint but sometimes fire breaks out here and there. After that the fire will immediately ease out. But just as the allegro con brio comes in, the fire breaks out again and this time it explodes and became even stronger in E flat minor. Then in D flat major, a soft, soothing voice pleading the storm to retrain itself. After a moments pause which the passage is marked grave; the storm begins to break out and with increased intensity in E minor. Then it became calmer after it modulates to F minor and C minor. A third grave appears and then a last short outburst, followed by a great calmness. The grave which is repeated three times in the first movement is special and it is not written repeatedly by the composer for no reason because the composer might have his own reasons for repeating them and is also to remind us of the introduction to the work. This movement gives the impression that the composer has very strong determination. 2.3 An analysis of the First Movement The passage which is marked grave starts in bar 1 to 10. Then it repeats again in bars 133 until 136. It repeats the third and final time in bars 295 until 298. The difference of the passage is that it starts at a different key but it still plays the same rhythmic pattern. The beginning of the piece is the exposition from bars 1 until 26 because in bar 27 the key of c minor has modulated to the dominant key which is G major. The development starts to build up after modulating from c minor to G major. In the development section, there are modulations which are from G major to Eb minor and then it goes back to G major from bars 27 till 130, including first and second house. After that the piece goes back to the grave passage in the key of G major and then modulates to E major in bar 137. Later it modulates to D major in bar 142 then to G minor in bar 147. It returns back to G major in bars 167 till 186. Before going to recapitulation part, the piece returns to C minor in bars 195 till 220. The recapitulation part is from bars 221 until the end. It is in the key of f minor from bars 221 until 252 before modulating to c minor from bars 253 till 268. Then it modulates back to f minor from bars 254 till 298. The grave passage appears again for the third and last time from bars 295 till 298. The theme in c minor after the grave passage is repeated for the final time as the first movements ending from bars 299 until 309. The piece started in grave tempo in bar 1, it started in fortepiano (fp) which means it is played loud, then immediately soft and it lasted for 3 bars. The sforzando (sf) which means it is played with accent on the first beat of bar 4 then gradually moved to piano (p) which means soft on the second beat in bar 4. There is a crescendo (cresc.) to make it gradually go back to sforzando. In bar 5, it is played in piano (p) then suddenly in fortissimo (ff) which means very loud. In bar 6, it returned back to piano (p) and is played softly until bar 8 where a crescendo emerges. Then a sforzando and immediate piano (p) is played until the ending of the grave theme in bar 10. Then it goes into the Allegro di molto e con brio tempo meaning it is played in the quick and very animated tempo. In bar 11, the dynamic is in piano (p) then there is a crescendo starting from bars 15 18 and went back to playing softly in bars 19 22. The crescendo emerges again in bars 23 26 and went back soft in b ar 27 but the melody on the right hand are reinforced especially on the octaves which are played in bar 27, 28, 31 and 32. The crescendo emerges again in bar 35. In bars 38, 42, 45 48, some of the notes are being accented and goes back to playing softly in bars 49 84. There is a decrescendo in bar 85 because it gets gradually softer to prepare the bar which needs to be played in pianissimo (pp) in bar 88 only and then it returns back to piano on the following bar which is bar 89. There is a crescendo from bars 93 98 so that it is played gradually getting louder towards forte (f) which means loud from bars 99 100. Then immediately became soft again from bars 101 104 and the crescendo emerges again to go to forte in bars 111 112 and again it immediately became soft again in bars 113 116. The crescendo emerges again and gradually gets louder to forte in bars 121 131. Finally, it ended with fortissimo in bar 132 before beginning on the second grave theme. The second grave theme began in fortepiano (fp) and ended it pianissimo in bar 136. Allegro molto e con brio tempo is played again for the second time. It begins softly then crescendo in bar 137 and it gradually goes loud in bar 139 then goes back soft in bar 140. The crescendo is again appearing in bar 143 and gradually becomes louder again in bar 145 then goes back soft in bar 146. Starting from bar 163, it is played softly until bar 167 which it is being played even more softly because it is written pianissimo (pp). It was played in pianissimo until bar 186 which sometimes in between those bars there are crescendos and sforzandos which are written on the score. In bar 187, the fortepiano (fp) returns for a while and gradually becomes softer to piano. Starting from bars 195 284, it is played softly but in between there are a few crescendos and sforzandos. There is also forte in bars 263 264. Forte (f) is played from bars 285 onwards until it reach fortissimo (ff) in bars 293 294 . The final grave theme comes in and it is played softly instead of fortepiano (fp). It gradually became louder then gradually became softer to pianissimo (pp). The first movement ended with fortissimo (ff) which it ended with a very loud ending. The pedal points which are found in the score are mostly consists of the tonic pedal and the dominant pedal. The tonic pedal in c minor is played from bar 11 until bar 15, bar 195 until 199, bar 203 until 207, bar 253 until 254, bar 265 until 266, bar 281, bar 285 until 289 and also from bar 299 until 303. The dominant of c minor are from bar 17 until 18, bar 25 until 27, bar 280, bar 284 and in bar 292. The dominant pedal of e flat minor is from bar 35 until 62, bar 76 until 78, bar 84 and bar 87 until 88. The dominant pedal of A flat major is from bar 89 until 90, bar 101 until 102, bar 117 and bar 121 until 125. The tonic pedals are bar 115, bar 119 and bar 129. The dominant pedal of D major is from bar 141 until 142 and the tonic pedal is from bar 143 until 145. The dominant pedal of f minor is from bar 221 until 230 and bar 245. In bar 246, there is only the tonic pedal. There are suspensions in the first movement. From bars 25 until 26, there is a 4 3 suspension in G major. From bars 46 until 47 and bars 48 until 49, there is a 4 3 suspension in those bars in e flat minor. There is a 7 6 suspension in E major in bar 141. There is a 6 5 suspension from bars 173 until 174, bars 181 until 182, bars 183 until 184 and bars 185 until 186 in G major. There is a 4 3 and 6 5 suspension in bars 201 until 202 in c minor. 2.3.1 This is a table of the analysis of the first movement. The Graves theme that appear in the first movement of the piano sonata. The modulations which are found in the first movement of this piano sonata. Bars 1 10 Begins in the key of c minor. Bars 11 26 The key still remains in c minor. Bars 27 50 The key is modulated to G major in bar 27 and remains in that key until bar 50. Bars 51 92 The key is modulated to e flat minor in bar 51 and remains in that key until bar 92. Bars 93 132 The key is modulated to A flat major in bar 93 and remains in that key until bar 132. Bars 133 136 The key is modulated to G major in bar 133 and remains in G major for 4 bars. Bars 137 141 The key is modulated to E major in bar 137 and remain in E major for a short while. Bars 142 146 The key is modulated to D major in bar 142 and remain in D major for a few bars. Bars 147 166 The key is modulated to g minor in bar 147 and lasted in the same key until bar 166. Bars 167 194 The key is modulated in G major in bar 167 and remain in the same key until bar 194. Bars 195 220 The key is modulated back to c minor in bar 195 and remain at the same key for 5 bars. Bars 221 258 The key is modulated to f minor in bar 221 and it remains in the same key until bar 258. Bars 259 268 The key is again modulated back to c minor in bar 259 and remain in c minor until bar 268. Bars 269 284 The key is modulated to f minor in bar 269 and remain in f minor until bar 284. Bars 285 310(ending of first movement). It goes back to c minor in bar 285 and ends perfectly in the tonic chord in bar 309. Bar 310 are a long pause and a semibreve. The dynamic markings which are written on the first movement of this piano sonata by the composer. Bar 1 3 Fortepiano(fp) is on the first beat of every bar. Bar 3 A sudden sforzando (sf) on the third beat of the bar. Bar 4 On the first beat issfthen gradually getting softer to piano(p) on the second beat of the bar. There is a crescendo(cresc.) then a sfon the last beat of the bar. Bar 5 6 On the first beat is pand the third beat is played in fortissimo(ff). Bar 7 This bar is played in p. Bar 8 A crescendois written in this bar to prepare for the sf in the next bar. Bar 9 Sf is played on the first beat and is immediately soft to p. Bar 10 It is played in p. On the last beat and a half, it is played in sf with a pause sign. Bars 11 14 Is played in p. Bars 15 18 A crescendois written and so it is played gradually getting louder. Bars 19 22 It is played in p. Bars 23 26 A crescendois played. Bar 27 It is played in p. On the third beat of the bar, there is rforzando(rf). Bar 28 There is rfon the third beat of the bar. Bars 31 32 There is sfon both bars on the third beat. Bars 33 34 They are played in p. Bars 35 37 A crescendois played. Bar 38 42 There is sfon the first beat of both bars. Bars 39 41 Bars 43 44 They are played in p. Bars 45 48 The sfdynamic are played on the third beat in every bar. Bars 49 87 They are played in p. Bars 53 54, bars 61 62 bars 69 70 The sfis played on the first beat of every bar which is mentioned while still maintaining pfrom bars 49 87. Bar 79 There is rfon the second beat of the bar. Bars 85 87 There is a decrescendoto prepare for bar 88. Bar 88 It is played in pianissimo(pp). Bars 89 92 It is played in p. Bars 93 98 A crescendois played to build up the tension for the next bar. Bars 99 100 It is played in forte(f). Bars 101 104 It is played in p. Bars 105 110 A crescendois played to build up the tension for the next bar. Bars 111 112 It is played in f. Bars 113 116 It is played in p. Bars 117 120 A crescendois played to build up the tension for the next bar. Bars 121 131 It is played in f. Bar 132 This bar is played in fortissimo(ff). Bars 133 135 Fpis played on every bar but in bar 135 it is played in pon the third beat. Bar 136 There is a decrescendoon the first beat and ends with ppon the last beat of the bar. Bar 137 The first beat is played in pand then a crescendois started on the third beat of the bar. Bar 139 It is played in f. Bars 140 142 It is played in p. Bars 143 144 A crescendo is played. Bar 145 It is played in f. Bars 146 148 It is played in pimmediately in bar 146. Bars 149 162 A crescendois played. Bars 163 166 It is played in p. Bars 167 170 It is played in pp. Bars 171 174 A crescendois played. Bars 175 178 It is played in pp. Bars 179 186 A crescendois played. Bar 181, 183 185 The sfis on the third beat of these bars. Bar 187 The first beat is played fp. Bars 188 198 It is played in pbut on the second beat of bar 198 the sf is played. Bars 199 202 A crescendois played. Bars 203 206 It is played in p but in bar 205, there is sfon the third beat. Bars 207 218 Crescendosare played from bars 207 until 210. Pis played on the first beat of bar 211 and then on the third beat a crescendois played. The same goes in bar 215. Bars 219 250 Pis played but in bar 223, 224, 231, 232,239 and 240 have sfon the first beat. There is a decrescendoin bar 245 and it gradually gets softer until it reaches bar 250. Bars 251 252 It is played in pp. Bars 253 256 It is played in p. Bars 257 262 A crescendois played. Bars 263 264 It is played in f. Bars 265 268 It is played in p. Bars 269 274 A crescendois played. Bars 275 276 It is played in f. Bars 277 280 It is played in p. Bars 281 284 A crescendois played. Bars 285 292 It is played in f. Bars 293 294 It is played in ff. Bars 295 296 It is played in p. Bars 297 The crescendostarts on the second beat. On the third beat, there is sfand it gradually gets softer. Bars 298 Decrescendois played and the third beat is played in pp. Bars 299 302 It is played in p. Bars 303 304 A crescendois played. Bars 305 310(end of first movement) It is played in ff. The pedal points which are in the first movement. C minor Tonic pedal Bars 11 15, bars 19 23, bars 195 199, bars 203 207, bars 253 254, bars 265 266, bar 281, bars 285 289 and bars 299 303. Dominant pedal Bars 17 18, bars 25 27, bar 280, bar 284 and bar 292. E flat minor Dominant pedal Bars 35 62, bars 76 78, bar 84 and bars 87 88. A flat major Dominant pedal Bars 89 90, bars 101 102, bar 117 and bars 121 125. Tonic pedal Bar 115, bar 119 and bar 129. D major Dominant pedal Bars 141 142. Tonic pedal Bars 143 145. F minor Dominant pedal Bars 221 230 and bar 245. Tonic pedal Bar 246. Suspensions which are found in the first movement Key Suspension Bar C minor 4 3 Bars 26 27 E flat minor 4 3 Bars 46 47 E flat minor 4 3 Bars 48 49 E major 7 6 Bar 141 G major 6 5 Bars 173 174 G major 6 5 Bars 181 182 G major 6 5 Bars 183 184 G major 6 5 Bars 185 186 C minor 4 3 and 6 5 Bars 201 202 2.4 An Analysis of scores edition According to Badura-Skoda, E. (1994), sometimes a serious musician feels agitated about a previously trusted edition. For example, the musician is disturbed by an articulation mark or by a piano sign in a passage that he or she thinks should be played in loudly. After looking at other editions, the author discovered that printed editions of the same work often contradict each other. There are some editions which proudly labeled themselves as Ur-text but some might not be favoured by the musicians. The term Ur-text also means original or authenticity. The author said that a good Ur-text edition always states which markings are the composers and which are editorial additions by printing them in italic or parentheses and further explanations are written in footnotes. There should be a preface to inform the musician about the editors addition. The Beethovens piano sonata in c minor, op.13 Pathetique first movement piano score that will be used are the ABRSM version and the G. Henle Verlags Urtext version. They will be compared to which edition is the best to be used by everyone who is interested in playing this piece. G.Henle Verlags Urtext Version ABRSM Version This movement consists of 8 pages. For example, see Appendix I. This movement consists of 10 pages. For example, see Appendix II. The title is written in German. For example, view Example 1.0. The title is written in English. For example, view Example 1.1. The score also includes the year that it was composed. For example, see Example 1.0. The score in this version did not include the year that it was composed by the composer. For example, see Example 1.1. The score is not altered by the editor. For example, see Example 1.2. It is bar 1 of the first movement. The score is a bit altered by the editor. For example, see Example 1.3. It is bar 1 of the first movement. The arrangement of the melody and chords are the same as what the composer had written. For example, see Example 1.2. It is bar 1 of the first movement. The arrangement of the melody and chords are slightly altered especially in page 1 (Gravepart). For example, see Example 1.3. It is bar 1 of the first movement. There are no pedal markings. For example, see Example 1.4. There are pedal markings written on the score by the editor. For example, see Example 1.5. There are no staccatissimo in the score. For example see Example 1.6. There are staccatissimo in some bars. For example, see Example 1.7. The fingering markings are written as followed by the composer. For example, see Example 1.8. This is in bar 10. The fingering are slightly different than what was written by the composer because that is the editors fingering after deciding that the fingering the editor used is easier to be played than the composers given fingering. For example, see Example 1.9. This is in bar 10. Example 1.0 Example 1.1 Example 1.2 Example 1.3 Example 1.4 Example 1.5 Example 1.6 Example 1.7 Example 1.8 Example 1.9 After comparing and analyzing both versions, there are pros and cons in using either one of the versions of this first movement from this piano sonata. It seems that the ABRSM version is a better version to be used in the 21st century for any musicians who wished to play this piano sonata. The Urtext version of the piano sonata consists of eight pages of the first movement but the ABRSM version of the piano sonata has ten pages of the first movement. The ABRSM version has the piano sonata name written in English but for the Urtext version, it is written in german. The Urtext version and the ABRSM version also includes what the composer had been written on the score which is Beethoven dedicated this piano sonata to Prince Lichnowsky. Only the Urtext version included which year it was composed although they were all written in German. On the other hand, the ABRSM version of this piano sonata, this version did not include when the piano sonata was composed although it was written in Eng lish. The Urtext version of the first movement does not have pedal markings on the score but the ABRSM have meaning that the editor has added his own opinion on how the first movement should be played. The Urtext version of the first movement does not have pedal markings and is maybe because it follows what the composer had written. There is also a possibility that the editor wants the pianist to apply the pedal on the chord or bar which is suitable to the pianist own technique of playing the piano for that piano sonatas first movement. In the G.Henles Urtext version of the first movement of this piano sonata, the score is still the same as what the composer, Beethoven had written. The editor of this book did not want to change anything on what the composer had written because he wanted to preserve the originality of the score. But, in the ABRSM book, the editor had slightly altered the originality of the score because the editor tried to make it easier and understandable for the pianist w ho wants to play the composers pieces. For example, the arrangements in bar 1 of the first movement, in the Urtext version of this first movement, the c minor chords are all written in the bass line with only the middle c on the treble clef line but in the ABRSM version they appear different. The ABRSM version has both lines with chords. Another example is that the Urtext version does not have staccatissimo on their scores. They have only staccatos written on the scores but in ABRSM it is slightly different. Some of the notes in the ABRSM version are played in staccatissimo which is written by the editor of the ABRSM edition. The staccatissimo is written on the score by the editor and is most possibly the editors suggestion on whether to play it in staccatissimo rather than in staccato. On the other hand, the Urtext version is only written in staccato and it might be possible that the editor wants the pianist who is playing this piano sonatas first movement to play it with their own preferred technique, creativity or just want them to follow what was originally written on the score. The fingering on the first movement is slightly different after comparing both versions. The Urtext version follows according to what the composer had written but the ABRSM version of fingerings for this first movement is according to the editors fingering. It might be even easier for some pianist to follow his fingering. The finger markings which are on both versions can be used but it also depends on the pianist on which is most suitable for him or her to use while playing the first movement of the piano sonata. Some pianist will prefer the Urtext version because it is tidier, lesser pages and lesser markings. It might be possible that they prefer it too because it is almost like the original version of the piano sonata that was written by Beethoven and the pianist have more freedom in applying other playing techniques on the first movement while playing it without getting distracted by the markings on the score. But, some pianist would prefer the ABRSM version because it might be possible that they must follow what the

Analysis of the Poem, 35/10, by Sharon Olds Essay -- Poetry Analysis

In the poem, â€Å"35/10† by Sharon Olds, the speaker uses wistful and jealous tones to convey her feeling about her daughter’s coming of age. The speaker, a thirty-five year old woman, realizes that as the door to womanhood is opening for her ten year old daughter, it is starting to close for her. A wistful tone is used when the speaker calls herself, â€Å"the silver-haired servant† (4) behind her daughter, indicating that she wishes she was not the servant, but the served. Referring to herself as her daughter’s servant indicates a sense of self-awareness in the speaker. She senses her power is weakening and her daughter’s power is strengthening. It also shows wistfulness for her diminishing youth, and sadness for her advancing years. This wistful tone is again shown when she asks, â€Å"Why is it /they begin to arrive, the fold in my neck /clarifying as the fine bones of her/ hips sharpen?† (4-7). She is demanding an explanation for why she must turn older. She is jealous that as her daughter is on the threshold of puberty, becoming more beautiful, she is on the threshold of middle age, b... Analysis of the Poem, 35/10, by Sharon Olds Essay -- Poetry Analysis In the poem, â€Å"35/10† by Sharon Olds, the speaker uses wistful and jealous tones to convey her feeling about her daughter’s coming of age. The speaker, a thirty-five year old woman, realizes that as the door to womanhood is opening for her ten year old daughter, it is starting to close for her. A wistful tone is used when the speaker calls herself, â€Å"the silver-haired servant† (4) behind her daughter, indicating that she wishes she was not the servant, but the served. Referring to herself as her daughter’s servant indicates a sense of self-awareness in the speaker. She senses her power is weakening and her daughter’s power is strengthening. It also shows wistfulness for her diminishing youth, and sadness for her advancing years. This wistful tone is again shown when she asks, â€Å"Why is it /they begin to arrive, the fold in my neck /clarifying as the fine bones of her/ hips sharpen?† (4-7). She is demanding an explanation for why she must turn older. She is jealous that as her daughter is on the threshold of puberty, becoming more beautiful, she is on the threshold of middle age, b...

The Rational Choice Approach

Whilst people all around the world debate over which political system is the most effective, social scientists are still in debate over which is the best way to analyse politics. Without the correct analysis of political objects how is one supposed to decide which political system or party is the most effective? It is for this reason that the way in which we analyse political objects is so important. There are many different ways to go about analysing politics. One main distinction to be noted is how in America the subject is called political science, whereas many European universities just call it politics.European scholars would suggest that the name political science is flawed in the sense that you cannot conduct certain political experiments. Rational choice theorists would suggest otherwise as I will explain later on in the essay. In a lecture delivered by Professor Mark Franklin at the European University Institute, he stated; â€Å"We cannot take a random sample of people and give them a new political system to see what happens† (Franklin, 2006). Debates such as these go far further than just cross-national. In this essay I intend to give a brief background to the various approaches to studying politics.I will then go on to outline the strengths and weaknesses of the rational choice approach to understanding the political, paying close attention to the definition of self-interest, using various scholars work to form a critique of the rational choice theory. The studying of politics can be dated back to the ‘Platonic era’ of ancient Greece, as early as 420 B. C. However, the departments of politics came much later. Within these departments one of the earliest forms of analysing politics was through the method of institutionalism. This involved the studying of institutions.Institutionalists looked at how institutions were formed, what they did and how they were structured. Rather than looking at philosophical questions, institutionalist s concentrated on normative questions. Institutionalism was criticised for its lack of rigour as it was mainly a descriptive process. Others called it elitist and described it as â€Å"clever people telling others about their own system† (Parvin, 2013). The 1930s saw the American way of thinking revised as a result of the increasing numbers of European scholars entering America.As a result of this, and with the growing criticisms of the conventional approach, analysis took a behavioural standpoint. At the same time of behaviouralism, rational choice theorists were in writing. However, it only flourished in the 1980s. Rational choice theory involves more questioning of peoples decisions and political objectives and was a lot less descriptive. Rational choice theory, first used in the field of economics, suggests individuals are rational and therefore act in their own self-interest. They do this by weighing up the costs and benefits of a situation.It also assumes individuals ar e rational meaning they do not act outside the norm. Another assumption is that individuals make their decisions whilst taking into account what other individuals do, or what they believe the other individuals will do. The first weakness of the rational choice theory I wish to analyse is the assumption that all individuals are self-interested. To tackle this it is important to define being self-interested. It is often defined as one gaining pleasure from an act. However, is an act still self-interested if the person gains pleasure from helping others?If your answer is no, then what if an act pleasures one’s self whilst helping others, but also putting others at a disadvantage. Is this now self-interested again? For example, when a pressure group member of ‘fathers 4 justice’ climbs a building to encourage politicians to allow him to see his child he would be seen as self-interested. On the other hand, he is doing it in order to care for his child and give him the correct up-bringing he needs. In this instance he may not be considered self-interested. On a further note, by climbing up said building police and other services would be called out to resolve the situation.This could lead to a delayed call-out for police to attend another crime scene, putting others at a disadvantage. Does this now make the act self-interested again? From this series example it is evident that there are usually several parties affected by a particular political movement or decision. It is also evident that upon making political decisions people often have multiple incentives which may involve benefiting ones self and benefiting others, making it extremely difficult to give determine if an act is self-interested or not.Furthermore, assuming it was possible to narrow down an act to being self-interested or not, it is  impossible to say every single person is self-interested. This is outlined by the ‘black swan theory’. This theory suggests that no ma tter how many white swans you see, you can never rule out the possibility of there being a black swan. One strength of the rational choice theory is that it offers an explanation as to why there has been a a dramatic decrease in political participation since the middle of the 20th century, as outlined in Colin Hay’s book ‘Why we hate politics’. For example, between 1950 and 2001 electoral turnout in the UK has decreased by 24.2% (Hay, 2008: 49).Decreases in electoral turnout doesn’t stop at the UK, since the middle of the 20th century lots of countries including of the OECD countries, bar two. This decrease in political participation may be as a result of voters weighing up the costs and benefits of voting and then coming to the conclusion the costs outweigh the benefits. People feel as if their vote would count for nothing and that one vote is highly unlikely to change who forms the government. Hay goes on to deliver this point of view in the equation of [Uchosen – Uother] p > Cvoting.In this equation [Uchosen – Uother] p represents the utility the voter receives if the party they vote for goes into power minus the utility received if the other party goes into power. Cvoting represents the cost of voting and the cost is always greater than the benefits to a rational individual (Hay, 2008: 50). This is further examined by Mancur Oslon in his book ‘The logic of Collective Action’. Oslon highlights how individuals do not participate, letting others put in the work and then reaping the rewards of having a strong government (Oslon, 1971).This has also been linked to the power of the minority and how they can choose to opt out of a trade union but still get the benefits, for example; an increasing wage rate. Both theories presented are easy to accept as they suggest strong explanations as to why there has been a decrease in participation. However, on a closer examination to the voting system, it may appear that there are more benefits to be earned from voting. Many people experience a feeling of pleasure from participating as they feel as if they have done a good deed.Which arguably, they have. Moreover, some people may experience a sense of pride as a result of doing something to help their country. Another point to take into account when weighing up the benefits of voting is that some people may genuinely enjoy the process. On the contrary, when weighing the costs it must be noted that the effort and inconvenience of voting isn’t the only cost in certain cases. Some individuals choose not to vote as they believe by voting they are accepting a certain party’s policies, whereas some people do not agree with any party.Others are anarchists who do not believe governments should exist. In this instance the cost would be far greater, providing further support for the rational choice theory. The rational choice theory has also allowed us to predict behaviour through its vigorous m ethodology. In the introduction I briefly mentioned the various views on whether or not politics can be viewed as a science. Although we may not be able to conduct experiments which involve observing people in different political systems, we can put them in situations to observe their decision making and relate it to the political.One experiment involving offering two bank robbers the opportunity to either stay quiet or hand over their accomplice saw individuals being rational. The best outcome was if they both stayed quiet and saw them both have reduced sentences, whilst if one stays quiet and the other hands the accomplice over, the accomplice will be sentenced with the one who handed him over going free. However, if they both handed each other over they would both have an increased sentence. This is part of game theory and is known as the prisoner’s dilemma. Being rational, the prisoners near enough always handed over their partner.Rational choice theorists would suggest t his can be transferred to the political arena by explaining that they would act with this level of self-interest in all situations, including within the political arena. Nonetheless, it is important to note that choosing between imprisonment and who governs are two completely different scenarios. To say that individuals would act the same in both situations with little evidence to show this is somewhat illogical. For example when confronted by a woman asking you for your wallet you may decide to refuse, but when she is holding a gun to your head your answer may change.The game show whereby similar outcomes are offered to two people but instead of prison sentences, the outcome is how much money they receive is evidence of how the answer depends on what is at stake. Within this show there were always different combinations of answers with both self-interested people and people willing to share. From this essay it is clear that there are many weaknesses. However, it should not go un-no ticed that one of the most influential factors that caused the increasing use of the rational choice approach was its vigour. Whilst other approaches offer mere descriptions, rational choice theory goes into deep questioning.Furthermore, the methodology is greater than any other with the use of experiments to allow for more precise, qualitative data to be recorded. On the other hand it could be argued that the use of rational choice approach ignores the study of institutions by focusing solely on the individual. All theories possess strengths and weaknesses. It is also apparent that different approaches may offer more concise measurements in different areas so it is important not to rely on one particular approach, but instead use a variety to allow for a more reliable analysis.Despite the outlined weaknesses, it has had much success in the field of economics. Some may argue that this means we should stick with it as a way of analysing politics. However, I fear that it is not plausi ble to simply transfer a theory from one subject to another, despite both being social sciences. This is due to the nature of politics being focused on equal distribution and fairness (in the vast majority of countries due to the democratic values resulting in a government for all the people).If people were as self-interested as the rational choice approach suggests then there would be a lot more extreme right-wing and left-wing parties present where the rich want to keep all of their money and the poor want as many benefits as possible. Instead we find a middle ground such as the liberal democrats in England. For this reason, it appears that the methodology does not compliment the ontology as no matter what experiments are carried out, none can be related to the political, as the European University Institute outlined. The Rational Choice Approach Whilst people all around the world debate over which political system is the most effective, social scientists are still in debate over which is the best way to analyse politics. Without the correct analysis of political objects how is one supposed to decide which political system or party is the most effective? It is for this reason that the way in which we analyse political objects is so important. There are many different ways to go about analysing politics. One main distinction to be noted is how in America the subject is called political science, whereas many European universities just call it politics.European scholars would suggest that the name political science is flawed in the sense that you cannot conduct certain political experiments. Rational choice theorists would suggest otherwise as I will explain later on in the essay. In a lecture delivered by Professor Mark Franklin at the European University Institute, he stated; â€Å"We cannot take a random sample of people and give them a new political system to see what happens† (Franklin, 2006). Debates such as these go far further than just cross-national. In this essay I intend to give a brief background to the various approaches to studying politics.I will then go on to outline the strengths and weaknesses of the rational choice approach to understanding the political, paying close attention to the definition of self-interest, using various scholars work to form a critique of the rational choice theory. The studying of politics can be dated back to the ‘Platonic era’ of ancient Greece, as early as 420 B. C. However, the departments of politics came much later. Within these departments one of the earliest forms of analysing politics was through the method of institutionalism. This involved the studying of institutions.Institutionalists looked at how institutions were formed, what they did and how they were structured. Rather than looking at philosophical questions, institutionalist s concentrated on normative questions. Institutionalism was criticised for its lack of rigour as it was mainly a descriptive process. Others called it elitist and described it as â€Å"clever people telling others about their own system† (Parvin, 2013). The 1930s saw the American way of thinking revised as a result of the increasing numbers of European scholars entering America.As a result of this, and with the growing criticisms of the conventional approach, analysis took a behavioural standpoint. At the same time of behaviouralism, rational choice theorists were in writing. However, it only flourished in the 1980s. Rational choice theory involves more questioning of peoples decisions and political objectives and was a lot less descriptive. Rational choice theory, first used in the field of economics, suggests individuals are rational and therefore act in their own self-interest. They do this by weighing up the costs and benefits of a situation.It also assumes individuals ar e rational meaning they do not act outside the norm. Another assumption is that individuals make their decisions whilst taking into account what other individuals do, or what they believe the other individuals will do. The first weakness of the rational choice theory I wish to analyse is the assumption that all individuals are self-interested. To tackle this it is important to define being self-interested. It is often defined as one gaining pleasure from an act. However, is an act still self-interested if the person gains pleasure from helping others?If your answer is no, then what if an act pleasures one’s self whilst helping others, but also putting others at a disadvantage. Is this now self-interested again? For example, when a pressure group member of ‘fathers 4 justice’ climbs a building to encourage politicians to allow him to see his child he would be seen as self-interested. On the other hand, he is doing it in order to care for his child and give him the correct up-bringing he needs. In this instance he may not be considered self-interested. On a further note, by climbing up said building police and other services would be called out to resolve the situation.This could lead to a delayed call-out for police to attend another crime scene, putting others at a disadvantage. Does this now make the act self-interested again? From this series example it is evident that there are usually several parties affected by a particular political movement or decision. It is also evident that upon making political decisions people often have multiple incentives which may involve benefiting ones self and benefiting others, making it extremely difficult to give determine if an act is self-interested or not.Furthermore, assuming it was possible to narrow down an act to being self-interested or not, it is  impossible to say every single person is self-interested. This is outlined by the ‘black swan theory’. This theory suggests that no ma tter how many white swans you see, you can never rule out the possibility of there being a black swan. One strength of the rational choice theory is that it offers an explanation as to why there has been a a dramatic decrease in political participation since the middle of the 20th century, as outlined in Colin Hay’s book ‘Why we hate politics’.For example, between 1950 and 2001 electoral turnout in the UK has decreased by 24.2% (Hay, 2008: 49). Decreases in electoral turnout doesn’t stop at the UK, since the middle of the 20th century lots of countries including of the OECD countries, bar two. This decrease in political participation may be as a result of voters weighing up the costs and benefits of voting and then coming to the conclusion the costs outweigh the benefits. People feel as if their vote would count for nothing and that one vote is highly unlikely to change who forms the government. Hay goes on to deliver this point of view in the equation of [Uchosen – Uother] p > Cvoting.In this equation [Uchosen – Uother] p represents the utility the voter receives if the party they vote for goes into power minus the utility received if the other party goes into power. Cvoting represents the cost of voting and the cost is always greater than the benefits to a rational individual (Hay, 2008: 50). This is further examined by Mancur Oslon in his book ‘The logic of Collective Action’. Oslon highlights how individuals do not participate, letting others put in the work and then reaping the rewards of having a strong government (Oslon, 1971).This has also been linked to the power of the minority and how they can choose to opt out of a trade union but still get the benefits, for example; an increasing wage rate. Both theories presented are easy to accept as they suggest strong explanations as to why there has been a decrease in participation. However, on a closer examination to the voting system, it may appear that there are more benefits to be earned from voting. Many people experience a feeling of pleasure from participating as they feel as if they have done a good deed.Which arguably, they have. Moreover, some people may experience a sense of pride as a result of doing something to help their country. Another point to take into account when weighing up the benefits of voting is that some people may genuinely enjoy the process. On the contrary, when weighing the costs it must be noted that the effort and inconvenience of voting isn’t the only cost in certain cases. Some individuals choose not to vote as they believe by voting they are accepting a certain party’s policies, whereas some people do not agree with any party.Others are anarchists who do not believe governments should exist. In this instance the cost would be far greater, providing further support for the rational choice theory. The rational choice theory has also allowed us to predict behaviour through its vigorous m ethodology. In the introduction I briefly mentioned the various views on whether or not politics can be viewed as a science. Although we may not be able to conduct experiments which involve observing people in different political systems, we can put them in situations to observe their decision making and relate it to the political.One experiment involving offering two bank robbers the opportunity to either stay quiet or hand over their accomplice saw individuals being rational. The best outcome was if they both stayed quiet and saw them both have reduced sentences, whilst if one stays quiet and the other hands the accomplice over, the accomplice will be sentenced with the one who handed him over going free. However, if they both handed each other over they would both have an increased sentence. This is part of game theory and is known as the prisoner’s dilemma. Being rational, the prisoners near enough always handed over their partner.Rational choice theorists would suggest t his can be transferred to the political arena by explaining that they would act with this level of self-interest in all situations, including within the political arena. Nonetheless, it is important to note that choosing between imprisonment and who governs are two completely different scenarios. To say that individuals would act the same in both situations with little evidence to show this is somewhat illogical. For example when confronted by a woman asking you for your wallet you may decide to refuse, but when she is holding a gun to your head your answer may change.The game show whereby similar outcomes are offered to two people but instead of prison sentences, the outcome is how much money they receive is evidence of how the answer depends on what is at stake. Within this show there were always different combinations of answers with both self-interested people and people willing to share. From this essay it is clear that there are many weaknesses. However, it should not go un-no ticed that one of the most influential factors that caused the increasing use of the rational choice approach was its vigour. Whilst other approaches offer mere descriptions, rational choice theory goes into deep questioning.Furthermore, the methodology is greater than any other with the use of experiments to allow for more precise, qualitative data to be recorded. On the other hand it could be argued that the use of rational choice approach ignores the study of institutions by focusing solely on the individual. All theories possess strengths and weaknesses. It is also apparent that different approaches may offer more concise measurements in different areas so it is important not to rely on one particular approach, but instead use a variety to allow for a more reliable analysis.Despite the outlined weaknesses, it has had much success in the field of economics. Some may argue that this means we should stick with it as a way of analysing politics. However, I fear that it is not plausi ble to simply transfer a theory from one subject to another, despite both being social sciences. This is due to the nature of politics being focused on equal distribution and fairness (in the vast majority of countries due to the democratic values resulting in a government for all the people).If people were as self-interested as the rational choice approach suggests then there would be a lot more extreme right-wing and left-wing parties present where the rich want to keep all of their money and the poor want as many benefits as possible. Instead we find a middle ground such as the liberal democrats in England. For this reason, it appears that the methodology does not compliment the ontology as no matter what experiments are carried out, none can be related to the political, as the European University Institute outlined.

Marketing Plan of Ffm

BTEC EDEXCEL HND DIPLOM IN BUSINESS (MANAGEMENT & HUMAN RESOURCES) OFFERD BY INTERNATIONAL COLLEGE OF BUSINESS AND TECHNOLOGY MARKETING PLAN UNIT 4: MARKETING PRINCIPLES ADHUHAM RASHEED BM 41 CITY CAMPUS SUBMITED TO: MS. INOKA GUNARATHNE DATE OF SUBMISSION MARKETING PRINCIPLES Acknowledgement INDIVIDUAL It is an honor to thank Mr. Mohamed Waheed [Managing Director of Felivaru Fisheries Company], who’s encouragement, guidance and support from the initial to the final level enabled to develop an understanding of the current situation about the company and market. Adhuham Rasheed BM/C/41/22 Page IMARKETING PRINCIPLES Executive Summary INDIVIDUAL Felivaru Fisheries Company (FFC), a fish exporting company located in Maldives, has been in business for 39 years exporting canned tuna for all over the world. During the time the company has built strong image in both international market and domestic market. However recently the company has been separated from the mother company (MIFCO) and established as a new company. With this change the company has diversified its production line by introducing fast food items. For the upcoming 40th Anniversary Felivaru is planning to launch a new product to domestic market. Felivaru Lobster Bisque† which is a soup of French origin as the original founders of the company was French. The soup has been modified to the taste of Maldives by replacing the whine with a new secret formula found by Felivaru researchers. Felivaru believes that this new product would increase the market share of the company and would be a â€Å"HIT† in domestic market. BM/C/41/22 Page II MARKETING PRINCIPLES 1 2 Contents INDIVIDUAL Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 2. 1 2. Vision †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 Mission †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 Product †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 Price †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Canned fish †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Ras Ainu†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 Fertilizers â⠂¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Place †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Promotion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 3 Current market position of Felivaru †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 3. 1 3. 2 3. 2. 1 3. 2. 2 3. 2. 3 3. 3 3. 4 4 5 Market overview †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 SWOT †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5. 1 5. 2 5. 3 5. 4 5. 5 Strength †¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 Weakness †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 Opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 Threats†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Key issues and opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 Issues †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Political and legal factors †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Economic factors †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 Social and Cultural factors †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Technological factors †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 Porter’s five forces model †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 0 Competitor Rivalry [High] †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Potential entrant (Threat of new entrance) [low] †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Suppliers [low] †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Buyers [high] †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Page III 5. 5. 1 5. 5. 2 6PEST †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 6. 1 6. 2 6. 3 6. 4 7 Competitors Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 7. 1 7. 1. 1 7. 1. 2 7. 1. 3 7. 1. 4 BM/C/41/22 MARKETING PRINCIPLES 7. 1. 5 8 9 10 10. 1 10. 2 10. 3 10. 4 10. 5 10. 6 10. 7 10. 8 The treat to substitute [high] †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 INDIVIDUALAssumptions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Objective †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Brief description about strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 Target market †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 Positioning statement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 Branding Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Product Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Pricing Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 Distribution Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 Promotional strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 Sponsorship †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Appendix †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 10. 8. 1 11 12 13 FIGURES Figure 1 Product mix of felivaru †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Figure 2 current distribution roots in domestic market †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦ 6 Figure 3 International Distribution network †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 TABLES Table 1 Price list of Felivaru and competitor (MIFCO) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 Table 2 discount price on bulk buying from Felivaru †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Table 3 Price list of Felivaru and competitor (ARI Maldives) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦ 4 Table 4 pricelist of Felivaru and competitor (THAI FISH, THILAND) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 BM/C/41/22 Page IV MARKETING PRINCIPLES 2 Introduction INDIVIDUAL Felivaru Fisheries Maldives Ltd (FFM) was in the business of manufacturing and exporting canned fish (fishing industry) for the past 39 years in different brand names. However the company, was re-branded as Felivaru Fisheries Maldives in June 2009 after separating from the â€Å"Mother company† MIFCO.Science then the company has diversified its production line by introducing fast food items, specially â€Å"Ras Ainu† products. The 100% government owned company has the capacity of processing more than 40 mega tons of canning and cooked frozen lions with the help of a cannery which has the capacity of canning 30 tons of raw fish in 8 hours shift (operate in 3 shift daily) and a fish plant which could produce 40 Mega tons of meat daily. At present 7 vessels are been used to collect fish from all over the Maldives and been stored in fish storage capable of storing total 650 tones (Felivaru, 2010). 2. Vision To become the leading fish processing and Distribution Company in Maldives, for both local and international markets, through maintaining high quality and achieving total customer satisfaction. (Felivaru, 2010) 2. 2 Mission We are committed to quality fish products, produced from sustainability caught fish, which will enhance customer satisfaction, through our constant ISO- certified and HACCP complaint system. We are also dedicated to becoming the most profitable leading global provider of a variety of healthy fresh and frozen fish products. (Felivaru 2010) 3 Current market position of Felivaru 3. Product The products of Felivaru can be divided in to 3 different product lines named as Ras Ainu, canned fish and fertilizers. The details of these lines are being show in a figure 1 on ne xt page as the product mix of Felivaru. BM/C/41/22 Page 1 MARKETING PRINCIPLES Figure 1 Product mix of felivaru Felivaru INDIVIDUAL Ras Ainu Canned Fish Fertilizers Thera fana Rihaakuru (fish paste) Valhoo mas (Dried fish) Foni ma gulha Disku Roshi Mas’ mirus (chili paste) Foni kaaja Foni roshi Theluli ban’bnukeyo Kulhi uvaali Kulhi kaaja Athu jeheli Havaadhu (curry powder) Kukulhu (chicken) Mas (fish) Lonu’mirus (chilies)Tuna steaks In oil In olive oil In sunflower oil In spring water In brine Tuna chucks In oil In olive oil In sunflower oil In spring water In brine Fish meal BM/C/41/22 Page 2 MARKETING PRINCIPLES By analyzing the market share of products in the Ras Ainu product line Rihaakuru, INDIVIDUAL Foni kaaja, Theluli Ban’bukeyo, Kulhi kaaja, Athu jeheli and Havaadhu can be considered as a â€Å"Hit† each capturing more than 60% of market share becoming the leaders in the market.Although this both Thera fana and Foni ma gulha were just able to gain enough market share to be the market challenger by obtaining a market share of 25% to 30% each while Disku, Roshi and Kulhi uvaali can be considered as a â€Å"Flop† unable to secure more than 10%. Moving on to canned fish product line Tuna steaks in brain can be considered as the â€Å"King† of European market gaining solid 39% market share. Simultaneously other steaks products also became market competitors by acquiring a market share of more than 19%. In domestic market tuna chucks in brain has ruled counting the number to a superb 60%.Other chunks products also have a market share of more than 30% except tuna chunks in olive oil, which only could capture a market share of 7%. Felivaru is the one and only producer of fish meal in the domestic market. Due to the fact of its preemptive advantage they were able to gain a perfect 100% in domestic market. However in international market Felivaru fish meal could only gain 16% of market share. 3. 2 Price Canned fi sh 3. 2. 1 For the products exciting in canned fish product line, there are numerous competitors competing in the market.Due to the fact of this economy pricing policy has been applied to the products in this product line. NAME Canned Tuna Chunk in Oil 48can/Case Canned Tuna Chunk in Brine 48can/Case Canned Tuna Chunk in spring water 48can/Case Canned Tuna Chunk in olive Oil, 48can/Case Canned Tuna Chunks in sunflower oil 48can/Case Canned Tuna Steak in Spring water 24Can/Case Canned Tuna Steak in Olive Oil 24Can/Case Canned Tuna Steak in Oil 24Can/Case Canned Tuna Steak in Brine 24Can/Case Canned Tuna Steak in sun flower oil 24Can/Case Felivaru price 817 756 864 912 888 435 456 423 393 444 Competitors price 817 756 864 912 888 435 456 423 393 444Table 1 Price list of Felivaru and competitor (MIFCO) BM/C/41/22 Page 3 MARKETING PRINCIPLES Table 1 shows the prices of Felivaru and MIFCO (the major competitor) in the market. Their re no such difference in the prices of products in canne d fish product line. However it is company’s policy to give discounts on bulk buyers. The discounted price is shown in table 2 below. NAME Canned Tuna Chunk in Oil 48can/Case Canned Tuna Chunk in Brine 48can/Case Canned Tuna Chunk in spring water 48can/Case Canned Tuna Chunk in olive Oil, 48can/Cs Case Canned Tuna Chunks in sunflower oil 48can/Case 100-249 cases 813. 20/751. 49/860. 37/910. 19/885. 1/250-499 cases 809. 21/747. 80/856. 70/908. 89/883/11/500-999 cases 808. 22/744. 12/854. 10/905. 67/880. 78/- INDIVIDUAL 1000&>cases 797. 25/736. 75/852. 60/903. 98/878. 18/- Table 2 discount price on bulk buying from Felivaru 3. 2. 2 of competitors. NAME Felivaru price Competitors price Ras Ainu To the products in the Ras Ainu product line currently prices are been charged quite high due to lack Thera fana Rihaakuru (fish paste) Valhoo mas( semi dried fish) Foni ma gulha Disku Roshi Mas’ mirus (chili paste) Foni kaaja Foni roshi Theluli ban’bnukeyo Kulhi uvaali Kulh i kaaja Athu jeheli Kukulhu (chicken) Mas (fish) Lonu’mirus (chilies) 0 GRM 400 GRM kg 75 GRM 5 PCS/PKT 10 PCS/PKT 82 GRM 180 GRM 120 GRM 75 GRM 200 GRM 200 GRM 220 GRM 115 GRM 115 GRM 115 GRM 10. 50/250/127. 50/14/9/6/22. 50/17/12. 50/14. 82/21. 50/25/23/23. 50/23. 50/23. 50/- 9/250/120/15/9/5/20/15/12/13. 50/21. 50/23. 50/22/23/23/23/- Table 3 Price list of Felivaru and competitor (ARI Maldives) Table 3 shows that most of the prices of Felivaru product are grater then competitors. However as mentioned early in 3. 1 Felivaru is the market leader. The reason for this is competitors do not have BM/C/41/22 Page 4 MARKETING PRINCIPLES enough production capacity to supply.However when MIFCO comes to the market on second quarter with their mass production capacity the supply would be increased forcing Felivaru to reduce the price in order to remain as a market leader INDIVIDUAL 3. 2. 3 Fertilizers A different pricing policy named penetration pricing strategy is been castoff on fer tilizers. In 2010 the prices has been set relatively low in order to attract new customers and gain more market share. The minute this goal was achieved the price has been increased in different phases. NAME Fishmeal 25? KG/BAG Felivaru price 250 Competitors price 280Table 4 pricelist of Felivaru and competitor (THAI FISH, THILAND) 3. 3 Place At the present only tuna chunks products and fertilizers are being exported. The main markets for those products are there in Asia and Europe while all other product excluding chucks product are been sold in domestic market. Currently in international market products are been available on selective areas according to demand. Though this in domestic market, Felivaru products can be purchased from almost each and every retailer outlet near consumer residence. Therefore it can be concluded that intensive distribution is being used in domestic market.In domestic market three distribution routs are being used as distribution network which has been s hown next page in figure 2 BM/C/41/22 Page 5 Figure 2 current distribution roots in domestic market MARKETING PRINCIPLES INDIVIDUAL COMPANY OWN SHOP (FELIVARU MAS FIHAARA) COMPANY (FELIVARU) COMPANY (FELIVARU) WHOLESAILERS (STO) RETAILERS Concumer RETAILERS CONCUMERS CONCUMERS However a different distribution network is been used to distribute products to international market which is been shown below in figure 3 Figure 3 International Distribution networkCOMPANY (FELIVARU) AGENTS WHOLESAILERS RETAILERS CONCUMERS Distribution network used both by Felivaru and MIFCO (Major competitors) is almost same. BM/C/41/22 Page 6 MARKETING PRINCIPLES 3. 4 Promotion INDIVIDUAL At the moment Felivaru use advertising as the primary method of promotion. However sales promotion are also been done to attract consumers. The main mean of advertising currently used is television advertisement. In domestic market the advertisement are currently aired from four different TV station (TVM, VTV, Dhi TV, and Raaje TV) for at least 6 times a day.Also Felivaru is the main sponsors of TVM news program which is on air for 5 times a day and a show which is considered as a hit. 4 Market overview Except Disku, Roshi, and Kulhi uvaali all other product mix is likely to provide opportunities, however those products [Disku, Roshi and Kulhi uvaali] has already considered as flops. Therefore it’s better to stop the production of those products and concentrate on new product to replace it. 5 SWOT 5. 1 †¢ †¢ †¢ †¢ †¢ †¢ †¢ 5. 2 †¢ †¢ †¢ †¢ Strength 44 years of experience in producing and exporting canned fish (Felivaru, 2010). Heavily known in domestic market.The quality of the product match EU standard and many other international standards. Existing plant can be used for production of fast food items in export quality. Enjoys free trade inside EU zone. There is a huge brand loyalty for our canned fish (Tuna chunks) in domestic market. Th e one and only manufacture of Fish meal in domestic market. Weakness Huge competition with competitors in both international and domestic market. Recently separated from the â€Å"mother company† MIFCO and has been formed as a new company, due to the fact the company has not yet been well structured.Felivaru has little or no experience at all in international market for selling fast food. Existing 7 vessels are not enough to collect fish from atolls of Maldives. BM/C/41/22 Page 7 MARKETING PRINCIPLES †¢ line. 5. 3 †¢ Opportunities The supply network of â€Å"oil and water† often gets delay, causing a halt in production INDIVIDUAL The 8 countries of SAARC nation are going to establish a free trade ring in between SAARC. Felivaru has an advantage of dominating the market of canned fish in this free trade ring. †¢ †¢ Printing the labels in their same factory instead of out sourcing it to local printing presses.Increase the number of fish collecting ves sel, which could lead an increase in supply of raw-fish, 5. 4 †¢ †¢ †¢ †¢ 5. 5 Threats The number of fish caught all over the Maldives has been dropping over the past years science 2007 ( please refer appendix 2) The price of Diesel continues to raise, which had a direct effect on the price of rawfish (please refer appendix 3) The price of Euro (â‚ ¬) continues to depreciate against Maldivian currency science 2008, reducing the revenue generated in (RF) rufiyaa (please refer appendix 4) Fake product in the name of Felivaru Key issues and opportunities Issues . 5. 1 †¢ †¢ Needs to go under a restructuring program to find a solution of not being well structured The company’s existing 7 vessels are not enough to collect fish from atolls of Maldives which is spread over 90,000 Square Km. Therefore either more vessels re needed collect fish or could bullied some collection stations in few areas with a storage facility and the existing vessels can b e used to transport the collected fish from station to factory in Felivaru. 5. 5. 2 Opportunities Legal action can be taken against sellers who sells fake product in their out let under both international law and new copy right law established early this year. Also awareness program through necessary mean could be done to consumer how to BM/C/41/22 Page 8 MARKETING PRINCIPLES †¢ identify the fake product. This way could stop the selling and buying of fake products in the name of â€Å"Felivaru†. INDIVIDUAL Could find new suppliers without depending on one. 6 6. 1 PESTPolitical and legal factors †¢ †¢ †¢ †¢ †¢ †¢ Frequent increase on the Percentage of GST Exporting lobster meat is prohibited (Visahq, 2012) Foreign vessels doing fishing in Maldives is banned under EPA Fishing law number 87/5 #Article 5 (A) (EPA, 2011) Catching pregnant lobsters and young lobsters ( less than 25 CM) banned (EPA 2011) Frequent changes in Government Only pole and line fishing can be used to catch fish outside the reef of island Economic factors †¢ †¢ The economy is dependent on tourism All most all the products consume in Maldives are been imported from other countries . 2 6. 3 †¢ †¢ †¢ †¢ 6. 4 †¢ †¢ Social and Cultural factors Growing number of people who believe women’s should not go for work People don’t like to work in labor industries Most of the people are educated and more than 95% of people know how to read and write. Majority of people like western food and their life style Technological factors There is not much growth or change in the industry Internet is becoming popular BM/C/41/22 Page 9 MARKETING PRINCIPLES 7 Competitors Analysis 7. 1 Porter’s five forces model 7. 1. 1 Competitor Rivalry [High] INDIVIDUALExisting companies in the canned fish industry is facing competition from both domestic and international brands which lead to increase promotional cost. 7. 1. 2 Pot ential entrant (Threat of new entrance) [low] The threat of new entrant is low as huge investment is needed to set up a fish canning factory and run it. 7. 1. 3 Suppliers [low] Bargaining power of Suppliers will be low as there are many suppliers in the market who could supply the water and oil used in the production. Also there are thousands of fishing vessels in the country. 7. 1. 4 Buyers [high]The bargaining power of suppliers would be high as there are many substitutes available in the market. 7. 1. 5 The treat to substitute [high] There are substitutes from other companies like MIFCO which has little or no difference. 8 Assumptions Felivaru expects to increase the collection of fish from the new boats or fish collecting station which would increase the production by 10% to 20%. With the help of this increase in production it is expected to increase the export of chunks by 15%. The prices of oil and water used in canned fish production are expected to be same however the price of fish is expected to raise 4% during the year. Objective The purpose of this marketing plane is to launch â€Å"Felivaru Lobster Bisque† to Maldivian Market on the 40 Anniversary (7th November). BM/C/41/22 Page 10 MARKETING PRINCIPLES 10 Strategy 10. 1 Brief description about strategy INDIVIDUAL Lobster bisque is a creamy and smooth soup of French Origin. It contains Milk, Lobster, Wheat, and Clam. The product is designed in such a way that it only requires to be heated in high temperature for 3 minutes in microwave oven (time very on temperature and also can be heated in a normal cooking store). 0. 2 Target market The target market of â€Å"Felivaru Lobster Bisque† can be segmented to 4 main different segments †¢ †¢ †¢ †¢ Sea food lover’s People who live a busy life People who proffer’s western life style Age between 15 to 45 However more than 95% of the population who fits to the above criteria lives in male’. Therefore it c ould be concluded that the target market for the product is male’. 10. 3 Positioning statement Similar to all other Felivaru products the slogan would be â€Å"GENUIN MALDIVES†.Felivaru lobster bisque is the one and only fast food soap in the market and also the first product made from lobster in Maldives. Therefore the product will be marketed in such a way to get the loyalty of lobster lovers and soup lovers. Also a unique formula has been used to replace the wine in the soap designing it a way as a â€Å"Halal† product. 10. 4 Branding Strategy The brand name for this product is â€Å"Felivaru Lobster Bisque†. As the Bisque is made by Felivaru from lobster the name â€Å"Felivaru Lobster Bisque† gives a simple and easy understanding of what the product is to its customers.The reason behind choosing an English name is almost all people in the target market would understand English and also by changing the name of the product Felivaru do not want b ring any difference to the dish name converting it in to Dhivehi. Correspondingly France is a growing market in Maldivian BM/C/41/22 Page 11 MARKETING PRINCIPLES 10. 5 Product Strategy tourism industry and the English name would attract them to this French origin soup and would help them to identify the product. INDIVIDUALFelivaru Lobster Bisque is a sweet and creamy soup of French origin re-designed by replacing the whine in it with a unique and secret formula to make the product Halal certified to 100% Muslim society of Maldives. The main advantage of Felivaru Lobster Bisque is its easiness and fastness in preparing. Just a 3 minute heating in microwave and the bisque is ready to eat. The bisque is packed in a plastic cup which is 9 inch long and has a diameter of 6 inch. The plastic cup is covered with a paper label which gives information about the bisque.In order to make it easy to distribute 24 cups are been packed in a box as a case. 10. 6 Pricing Strategy The price of Feliva ru lobster bisque is set on per cup basis. Factors such as taxation, cost marketing and cost of production will be considered during the pricing of the product. The total price of a single cup of lobster bisque is MRF 20/- adding only 2% of profit margin as the pricing strategy set by Felivaru for the product is penetration pricing. This is due to the fact that the product is a totally new kind of product for Maldivian market.Due to the fact of law pricing strategy at the present Felivaru do not provide any discount, however when the market share is gained and price of product increases discount will be given to bulk buyers. 10. 7 Distribution Strategy The distribution strategy for Felivaru lobster bisque would be selective as the product is the one and only product of its kind in the market. The product would be placed in the areas where middle and high class people live. The distribution rout would be same as other Felivaru products discussed in 2. 3 shown in figure 2. 10. 8 Promo tional strategy 10. . 1 Sponsorship The sponsorship one of the most popular shows among youth â€Å"Voice of Maldives† a song competition aired on TVM. It is expected to cost MRF 75000 to 100000. During the show of 1 hour 15 minutes is allocated to Felivaru as a main sponsor for BM/C/41/22 Page 12 MARKETING PRINCIPLES bisque voice of Maldives† advertising the product. Also the name of the show would be rebranded to â€Å"Felivaru lobster INDIVIDUAL 11 Conclusion During the 39 years in the market Felivaru has gained experience in production of products that suits the mouth of Maldivians.It is expected that Felivaru Lobster Bisque in the future goanna be a major product that generates a huge proportion of profit. Also with this experience Felivaru Plans to launch different flavors of bisque to the market. BM/C/41/22 Page 13 MARKETING PRINCIPLES 12 References INDIVIDUAL PA, 2011, Law of fishing in Maldives [online] Available at; http://www. epa. gov. mv/images/stories/law s%20and%20Regulations/2011/Fisheries%20%20 Law%20. pdf EPA, 2011, Protected Marine life [online] Available at; http://www. epa. gov. mv/images/stories/laws%20and%20Regulations/2011/Protected%20Mar ine%20Life. df Felivaru, 2010, Capacity and Infrastructure, [online] Available at; http://www. felivaru. com/? page_id=35 Felivaru, 2010, Felivaru, [online] Available at; http://www. felivaru. com/? page_id=14 Visahq, 2012, Maldives Customs, [online] Available at; http://maldives. visahq. com/customs/ BM/C/41/22 Page 14 MARKETING PRINCIPLES 13 Appendix †¢ Appendix 1 (detail of products on â€Å"Ras Ainu† product line) Thera fana INDIVIDUAL Thera fana is a traditional sweet short eat, made for the special occasions. The product is made from rice flour, sugar, and adding colour to decorate.The rice flour is mixed with sugar and colour adding hot water in to it. After mixing it is separated in to very small portion and each turned in to a circular shape by using hand. After finish ing this product will be sun dried to make it crunch. †¢ Rihaakuru (Fish paste) Rihaakuru is obtained through following a simple but timeconsuming procedure. The extract is the result of hours of cooking of tuna in water (rain water most preferable) and salt (to taste), while carefully removing the scum (filleyo) that keeps forming.Once the tuna pieces are cooked and ready to eat or store, they will be removed from the water, as well as the bones, heads and fish guts. The pieces of Tuna, so cooked, get eventually processed into Maldives fish. The remaining â€Å"fish-soup† is left with ‘Bondi'(balls of tuna scraps scraped off the bones), and is kept boiling in low fire until most water evaporates. The resulting concentrated fish soup becomes a thick paste which is known in Dhivehi as Rihaakuru. The colour of the paste varies from light brown (the lighter the quality is high) to dark brown. †¢