Marketing research Exploring University of Leicester Students' Essay

Marketing research Exploring University of Leicester Students' Perception of Healthy Eating and Food Consumption - Essay Example Social Factors 11 3. Consumption Pattern 12 3.1. Involve In Purchasing 12 3.2. Intake of Vegetables and Fruits 12 3.3. Fat Intake 13 3.4. Intake of Fish and Meat 13 3.5 Consumption of Organic Food 13 References 15 Bibliography 19 Appendix 20 Evaluation of Research Design 1. Research Paradigm The research paradigm selected for this study has been interpretive. The interpretive research is chosen owing to different reasons. One of the primary reasons behind its selection is that this approach, unlike positivist approach deems that reality and the individual who observes it cannot be distinguished. On the other hand, the positivist approach believes that the reality is separate from the individual who observes it. The positivist approach is often blamed for its dualistic nature. Interpretative approach is also ascertained to provide an in-depth understanding of the complex world of human experience from their beliefs and perspectives. This approach is further consistent with the constru ction of the social world characterised by the interaction between the researcher and the participants (Andrade, 2009). Hence, the rationale behind selecting interpretive approach is that the study has aimed at attaining opinions regarding the healthy eating and food consumption habit. In this context, the opinions and beliefs cannot be quantified or measured, thus exploratory research has been chosen for this study. The exploratory research facilitates in drawing valuable insights regarding concept, people or any particular situation (Maxwell, 2008). Correspondingly, this study has intended at ascertaining deep insights regarding the participants’ perception on healthy eating and food consumption. While on the other hand, conclusive research particularly involves obtaining and analysing specific data to address particular specific questions (Dr. Nancy D. Albers-Miller, n.d.). Furthermore, inductive research has been adopted in this research study. Unlike deductive research, inductive research involves generalising the observations such as the factors that motivate participants to purchase and consume certain specific food items, which is not feasible with the use of deductive method (University of Pretoria, n.d.). Secondary research had been initially conducted in order to comprehend that further research is required. Moreover, secondary research had been undertaken as it was convenient to identify the known factor with the use of secondary sources. The qualitative research was conducted as the tool for primary research (Church, 2001). The qualitative research was selected in order to gain reliable understanding regarding the behaviour of the participants for uncovering the motivations behind purchasing and consuming certain categories of food items (Roller, 2011). At the same time, ad-hoc research approach was adopted in this study as this study involved identifying certain specific problem that was hard to generalise. While longitudinal approach was omitted as this approach requires longer time as well as it is more complicated and expensive in nature (Yee & Niemeier, 1996). 2. Data Collection Methods Data collection is an important procedure for any research in order to ensure the validity and reliability of the research study. It is thus crucial to select the most appropriate method of data collection. Correspondingly, focus group has been used in this study. The focus group is adopted so that more in-depth understanding regarding the perceptions, attitudes, beliefs and experiences could be

Philosophy of Paranormal Activity and Morality

Philosophy of Paranormal Activity and Morality Haldane says that the universe is not as strange as we imagine, but it is far stranger than we can think it is. Over the years, several people have claimed to have experienced paranormal happenings with most experiences being unproven, believed entirely on word of mouth. There has always been a high debate on the topic of paranormality which may never see an ending. For instance, one of the fundamental reasons that certain phenomena are described as paranormal is that they are unexplainable and, as of yet, unproven. The term paranormal describes any event that is unexplainable and unexpected based on our current scientific knowledge  [ii]  . This means it designates experiences that lie outside the range of normal experience or outside of sciences current ability to explain or measure. Some of the types of phenomena or occurrences that are typically described as paranormal include Crypto zoology, Clairvoyance, Extra Sensory Perception (ESP), Ghosts, Apparitions or Poltergeist, Pa rapsychology, Precognition and so on. This essay will highlight various aspects of paranormality and how people get influenced by it and how it should be prevented as it is morally wrong. Everyone in this world is psychic to some degree. This is sort of inherent in all of us.  [iii]  Every person has their own personal degree of sixth sense. For example, some people have a relatively poor sixth sense sensation whereas; some people have a considerably high level of sixth sense. In fact, they are able to predict future happenings or they just sense the oncoming of a mishap. A psychic is sensitive to the electrical, magnetic and other energies emanating from the individual and known as the aura  [iv]  . What is aura? The aura is an energy field- it is our life force. Aura takes two forms -cosmic vibratory energy which is present everywhere in the universe and specific aura which sustains every human body. In this, you will learn how to use both these sources of energy.  [v]  . Psychic readings can be pretty accurate as they contain vital information of a persons life. Furthermore, a psychic also uses his natural ability to be aware of non-verbal communication that is body language, facial expression, dress sense etc. ESP or extrasensory perception is perception occurring independently of sight, hearing, or other sensory processes  [vi]  . In fact, people who have ESP (extrasensory perception) are said to be psychic. In addition, some think that a lot of people have ESP; others think it is a talent that only some have. ESP in some way; refers to telepathy. Usually, Psychic people are said to be quite convincing; such as in day to day life we have definitely seen people who are able to predict small happenings around the house or maybe the forthcoming of a particular person. Moreover, sometimes people who do posses such abilities begin to practice it on a regular basis, and also experiment it on others. They also try to earn money out of this practice because people who do not know much about physic activity get easily dragged into it. Such practices should strictly be restricted as it can cause social instability. Conning people thro ugh this method to earn money is just wrong thus, this practice should be completely banned. It is against normal human behaviour. Another aspect to paranormality is ghosts. There is also a high debate on this matter. hearing is the easiest of the five senses to deceive. Milbourne Christopher  [vii]   Ghosts (Poltergeist) in its modern definition are now associated with physical paranormal activity inside homes such as mysterious disturbances, moving of objects etc. The most common type of examples being moving or throwing of small or large furniture, loud noises or shrieks, rain of objects from around the house, odours of which the source cannot be detected etc. They have been known to have caused interference in telephones and electronic equipment, and appliances and lights on and off. They may even become full bodied or half bodied apparition. Hence, it is better to stay away from such entities that are disturbing humans. Clearly, they can be extremely dangerous. Ghosts can also cause harm to humans as they are not at peace. For instance, if we trouble them they are also going to do the same in return. Some people also call ghosts deliberately either for the fun of it or to study them better. Therefore, human beings have no right to disturb those at rest whether they exist or n ot. Ghostly experiences usually have an adverse effect on people. In fact, some even go crazy to the extent that they kill people around them, thinking that they are out to get them. There have been many cases of people who commit suicide or get into drugs. Some people deliberately call ghosts using the Ouija board also called planchette. An Ouija board can be a simple piece of paper or a delicate wooden plank with alphabets and numbers written on it. This is used to call ghosts or spirits by a group of people where they all sit around it and try to get in contact with spirits. There is a very low success rate to this. Aside from that, this can also be extremely dangerous and can lead to harmful effects. Sometimes after a successful session when one tries to send the spirit back, it just does not leave and behaves stubborn. Thus, this can be extremely dangerous for people performing this practice. Spirits sometimes do not leave the place at all, just stay there and maybe also harm people . Such practices can disturb everything around you sometimes. Therefore, it is better to stay away from such practices and not perform them as this is taking away the peace of the spirits who are at rest. The debate on the existence of such practices still has not come to a conclusion so far. However, there is a belief that this practice does actually exist. This does prove to some extent that ghosts do exist because some findings actually prove their presence using devices like EVPs. The existence of these happenings and bodies are even being studied using scientific technology. Science has progressed so well today and far today that it can accept multi dimensional reality  [viii]  . The entire scientific community has been shocked by Quantum physics due to its contrary to normally held scientific theories  [ix]  . There are tests to measure and qualify the ability for ESP (Extra Sensory Perception) that is psychic. Such as, voices of spirits recorded on site of activity are being provided as evidence. This is called Electronic Voice Phenomena (EVPs). This is used to record voices that are made in the presence of ghosts. EVPs are then used as evidence to prove the presence of ghosts. Shocking and startling facts have been revealed by people who have experienced supernatural bodily experiences. Usually people say that the first sensation of a presence is that the temperature around them drops considerably and it gets really cold. Various different kinds of sensitive machinery have been created by scientists to study this phenomenon. In fact, proofs ha ve even been found in the form of photographs. For example, it is common to see pictures taken in a church or a shabby stairway where you can see a faint figure in the background or just dust in a picture. These faint figures are normally like a hand or maybe someones face or a whole entire body. Such an instance usually has an adverse affect on the person experiencing it and also in rare cases it affects the person seeing it. As stated earlier, we see that psychic people who posses Extrasensory Perception and ghosts do exist. It is evident that ghosts actually exist as if they did not, there would not be much controversy and high debate about them. EVPs and video recordings that are genuine do prove the existence of ghosts. In some cases, these stories definitely cannot justify their existence. The proof is not enough. But, according to me the process of calling of ghosts should not be practised. This is morally wrong and also unethical at the same time. Spirits should be left at peace as we have no right to disturb them. To conclude, I feel that this practice should be banned and be conducted at all. There should be some legal action taken against the practice of the Ouija board. This might reduce instances of paranormal activity in the future. Word count: 1397

The Field of Medicine Essay -- Medical Care, Treatment

Introduction One among the fields that have profited from the rapid technological progress in the previous centuries is the field of medicine. Conditions and Diseases that scientists had trouble in understanding and curing are now cured successfully and with virtual ease. More people as well as the incurably-ill now survive longer than before. Development in the global population has been distinguished in the 20th century. The old and young population has increased pressure on medical care resources internationally with the intention that no nation is currently capable to compete with the demand for medical -care and its supply. Scientists hence are under growing pressure to extend fresh technologies to raise consumers prompt access to medical -care A most noteworthy and ground-breaking progress in the field of medicine has been development of point-of-care testing. Consistent with (15) POCT is described as patient samples examination at or close to the patient carrying the supposition that test outcomes will be obtainable instantaneously or within an extremely short timeframe thereby helping caregivers in the instantaneous diagnosis and medical intervention(26) .Point-of-care testing is performed away from the traditional central laboratory setting , and has created easier self-management as individuals can examine themselves and react to the outcomes as counseled by their doctors. POC testing machinery is vital to the accomplishment of life-saving and disaster management undertakings as assessments can be conducted in intensive care units or in an ambulance where judgments are time-susceptible. Reliability of POCT and central lab testing As mentioned, POCT is regularly executed outsi... ...surement faults. Laboratory personnel have more information and skills to distinguish and deal with these forms of circumstances. In other terms, it is vital to obtain the balance accurately and capitalize on the benefits exciting technologies obtainable while ascertaining the results quality of the patient safety is not put in jeopardy. This is realized by encompassing a POCT maintained Service united through a Trust POCT Policy and multi-disciplinary POCT committee. The POCT maintain Service offered by Laboratory Medicine comprises of structured training series, procedure for inspecting and filing the proper performance of the mechanism, regular ability testing methods for employees to display their unrelenting skills obtained during training; quality assessment to recognize possible problems with recommendation and troubleshooting if a few are established.

Othello and Faustus Blame Term Paper Essay

Trust is an essential part of a peaceful society. The way people act decides whether they are trustworthy or not. One who manipulates trust to deceive people is to blame for the disturbance. Those who places trust in the wrong person are also to blame. Placing trust in an unworthy person is the initial fault as it opens the protagonist to deception. Thus they base their actions according to the false information which condemns them. The person who is to blame is viewed as a villain rather than a hero. The object of the misplaced trust is decides to what extent they are to blame. Othello and Faustus place their trust in unworthy people. Othello is a trusting man, causing him to trust a deceiver who wishes him harm. Iago explains his plan for Othello in this way, â€Å"After some time, abuse Othello’s ears/ that he is too familiar with his wife./ To be suspected—framed to make women false./ The Moor is of free and open nature/ that thinks men honest that but seem to be so;/ and will as tenderly be led by th’nose/ as asses are./† (A1 S3 L390-393). Iago plots to manipulate Othello when he states he will abuse Othello’s ears. He states that he will convince Othello that Cassio is having an affair with his wife and describes that he picked Cassio because he seems like the type of man to commit this offence. This quote also shows the excessive trusting nature of Othello. Iago believes that it would be simple to deceive Othello because Othello is honest to the point where he believes no one is dishonest. Iago will be able to lead Othello into believing Cassio is having an affair with Desdemona. Iago’s plan would cause the downfall of Cassio and Othello which is perfect for Iago’s motives. Othello’s trusting personality causes him to misplace his trust in a deceiver, which is the beginning of his downfall. Othello’s flaw of trusting is an excess of a good trait, placing more blame onto Iago. Faustus places his trust in himself because he is prideful. He was knowledgeable in every acceptable branch of knowledge. Faustus is presented in the prologue in this way: â€Å"That shortly he was graced with doctor’s name,/ excelling all, and sweetly can dispute/ in th’heavenly matters of theology;/ Till swoll’n with cunning, of a self-conceit,/ his waxen wings did mount above his reach/ and melting, heavens conspired his overthrow† (prologue L16-21). The quote shows that Faustus was praised with the title of doctor after surpassing everyone in the subject of divinity, which is the most important branch of knowledge at the time. The quote continues to describe Faustus’ pride to be swollen, which means it has grown larger than it should be. Pride is the deadliest of the seven deadly sins and Icarus, who was prideful, reached beyond what he was capable of. Icarus flew too close to the sun even though he was warned by his father. This resulted in the melting of his waxed wings and ultimately killing him. Icarus bears the blame completely for his downfall. This quote shows that Faustus shares the same pride as Icarus. If Faustus were to fall because he were to reach beyond his capabilities with the knowledge that he should not, Faustus would bear all the blame and be viewed as a villain. Faustus understands theology better than everyone, but he chooses to be prideful. His excellence causes him to be prideful and believe he is better than what he truly is. Pride is viewed as a negative trait and will cause the reader to lean towards viewing Faustus as a villain rather than a hero. The misplaced trust cause Othello and Faustus accept false knowledge. Othello vows to kill Desdemona because he trusts Iago. Othello expresses his plans as, â€Å"Even so my bloody thoughts, with violent pace,/ shall nev’r look back, nev’r ebb to humble love,/ till that a capable and wide revenge/ swallow them up. [He kneels.] Now, by yond marble heaven,/ in the due reverence of a sacred vow/ I here engage my words./. ..Damn her! Come, go with me apart. I will withdraw/ to furnish me some swift means of death for the fair devil./† (A3 S3 L454-458 & 473-475). Being a trustworthy man, Othello would never break his promise. He begins to say that he has thoughts of murder for his revenge. He continues to say that he refuses to think otherwise. He chooses to have an unwavering mind of having revenge. He makes a vow with Iago and he vows to kill Desdemona as soon as possible. His promise to kill Desdemona is based on the false information Iago has given him. Othello is mentally prepared to commit a fault that will condemn his future because he trusts Iago. Othello is partially to blame for this mistake because he vows to take revenge based on circumstantial evidence. He is stubborn to set his mind to one path. Faustus accepts false information because he believes that he knows everything about divinity. In his demonstration of the types of knowledge, his ignorance causes him to overlook essential details. â€Å"Jerome’s Bible, Faustus view it well. Ha! The reward of sin is death? †¦If we say that we have no sin, we deceive ourselves, and there is no truth in us. Why, then belike, we must sin, and so consequently die. Ay, we must die an everlasting death†¦ What will be shall be! Divinity, adieu!† (A1 S1 L36-43) Faustus starts his speech on divinity with pride. He states that he has viewed the bible without overlooking anything. As he reads a passage from the bible, he shows that he does not view it well. He reads that those who sin are damned and men must sin. Therefore, he decides that all men are damned. He overlooks repentance and shows how his pride is fatal. Repentance is the key to divinity because it is the only way to save one’s soul. Faustus overlooks divinity as another branch of knowledge he has mastered. His knowledge causes him to be prideful and place his trust in himself. He neglects the concept of repentance and dismisses divinity. By dismissing divinity, he would be unable to review the whole passage to understand if he had missed anything. His pride causes him to believe that there is no salvation and pursues a path that will condemn him. Faustus is completely to blame because he has an excess of pride, which is a bad trait. His trait led him to accept false knowledge so he bears all of the blame. The actions that condemn Othello and Faustus are based on false information. Othello commits murder because he believes Desdemona was false to him. Othello is lead by false information that was given to him from Iago. Othello announces, â€Å"She’s like a liar gone to burning hell! ‘She’s like a liar gone to burning hell!/ ‘Twas I that killed her/†¦ ‘Tis pitiful; but yet Iago knows/ that she with Cassio hath the act of shame/ a thousand times committed. Cassio confessed it;/ And she did gratify his amorous works/ with that recognizance and pledge of love,/ which I first gave her. I saw it in his hand./ It was a handkerchief, an antique token/ my father gave my mother† (A5 S2 L128-129 & 207-214). Othello admits he killed Desdemona because he is honourable and refuses to avoid punishment by with killing Desdemona by lying. He says that he killed Desdemona, but without shame because he believes he has done so for a good cause. He states his reasons, which were all based on information that Iago has given him. Othello justifies his actions with events where Iago was deceiving him. Iago and Cassio were talking about Bianca, but Iago tells Othello it was about Desdemona. Iago also says that he has seen Cassio wipe his beard with Desdemona’s handkerchief. Othello’s evidence is all based on Iago’s deception and false evidence which is later proved wrong by Emilia. Othello wrongfully murders Desdemona and is condemned. Othello lost his loyal wife, his status and his respect that was gained through many years of service. Othello bears most of blame because he accepts Iago’s uncertain information and stubbornly devotes himself to revenge. He focuses on Iago’s information and is unable to see through Iago’s obvious lies. Iago still bears little, but some of the blame for giving the false information. Having rejected divinity, Faustus chooses necromancy, which condemns him. He pride causes him write the terms for the devil. Faustus states the terms as, â€Å"I, John Faustus of Wittenberg, Doctor, by these/ presents, do give both body and soul to Lucifer,/ prince of east, and his minister Mephostophilis/, and furthermore grant unto them that,/ four and twenty years being expired and these/ articles above written being inviolate, full/ power to fetch or carry the said John Faustus,/ body and soul,, flesh, blood, or goods, into their/ habitation wheresoever./ By me John Faustus/† (A2 S1 L108-117). Faustus dictates the terms of the contract. He sells his soul to Lucifer for twenty four years of leisure and the obedience of Mephistophilis. His pride causes him to not realize his eternal soul is worth much more than twenty four years of pleasure. In the end, he states that the terms were by him, repeating that it was him who created the terms. He remains prideful and sells his soul to Lucifer to pursue his path of necromancy. Faustus made this decision because he believed in himself and based his action on the false knowledge. His overlooking of divinity causes him to damn himself. He is completely to blame for his actions because the devil did not influence Faustus. Faustus knew exactly what he was doing because he creates a contract that will condemn him and dictates its terms to Mephistophilis. The blame for the downfall depends on the characters final actions. Othello’s honour wills him to right the wrong. Othello shows his honourable personality by saying, â€Å"I have done the state some service, and they know’t./ No more of that. I pray you, in your letters,/ when you shall these unlucky deeds relate,/ speak of me as I am. Nothing extenuated, nor set down aught in malice. Then you must speak/ of one that loved not wisely, but too well;/ Of one not easily jealous, but, being wrought ,/ perplexed in the extreme; of one whose hand,/ like the base Judean, threw a pearl away/ richer than all his tribe†¦ I kissed thee ere I killed thee. No way but this, killing myself, to die upon a kiss (A5 S2 L334-344 & 354-355). Othello tries to make a last attempt to justify his actions and regain his honour. He talks about his past deeds and about how honourable he was. He also asks that his unfortunate deeds should not be excluded in his report. He tells Lodovic to report on his love, and that he was not wise in his love, but he was madly in love with Desdemona. Othello admits that he was jealous and was not thinking logically when he doubted Desdemona’s loyalty. Othello was perplexed in the extreme, causing him to charge Desdemona with groundless evidence. Othello describes himself like Judean. Judean refers to Judas, who was one of the twelve disciples of Jesus. Judas betrays Jesus, condemning himself to hell. Othello says he has killed Desdemona which has condemned him. He continues to be loyal to Venice and now that he has become an enemy of the state, he decides to kill himself. His last line was dedicated to Desdemona, saying that there is nothing he can do to repent for killing her, but he is willing to sacrifice himself to right the wrong. Othello understands his mistakes and tries to justify his actions. Seeing that he has taken the life of an innocent person, he decides that it is only fair he takes his own. This shows that Othello bears a little bit of the blame because he shows he truly had no intent of killing Desdemona and admits he is wrong. Iago bears most of the blame because he deceives Othello, an innocent and honest person. Hence, Iago is viewed as the villain whereas Othello is viewed as a hero. Faustus’ destruction is brought upon himself due to his rejection of repentance. Faustus demonstrates his pride even when he knows he is wrong by saying, â€Å"But Faustus’ offense can ne’er be pardoned./ The serpent that tempted Eve may be saved, but/ not Faustus! (A5 S2 L42-44). Faustus continues to be prideful and states that his offense can not be excused. This is related to the point when Faustus rejects divinity. Divinity shows that he can repent, but he overlooks it again. He believes in the false information and his pride causes him to believe that his actions were more significant than the serpent’s actions, which damned all of humanity. Faustus pride believes he is more superior to the very devil he had sold his soul to. Faustus understands that he is wrong, but refuses to acknowledge it. Faustus bears all of the blame for his downfall because he has allowed himself to be led by pride. Faustus is offered another chance to repent and save himself from damnation, but his pride convinces him to discard this opportunity. Faustus is viewed as a villain for not repenting to God and refusing to save himself after he is condemned. Othello trusted Iago, which led him to believe false information. The false information caused Othello to condemn himself, but Othello recognizes his mistakes and tries to right the wrong. Faustus is prideful and trusts himself, causing him to make an error in his studies. The error leads to Faustus’ condemnation, but Faustus is capable of saving himself many times by repenting unlike Othello. Othello did not have a second chance where as Faustus had many chances. Faustus discards all of his opportunities and refuses to accept the fact that he is wrong. Othello bears less of the trust because he was unable to save himself after he realized he has been condemned, but tries to right the wrong. Faustus bears all of the blame because he is condemned, and is capable of saving himself, but chooses not to. Thus, Othello is viewed as a hero while Faustus is viewed as a villain.

Perdue Case Analysis Essay

Perdue, in the case, seems to have the biggest dilemma: to enter or to not enter the industry of chicken hot dogs. But even within that dilemma, Perdue is faced with even more petty dilemmas should they decide to get into chicken hot dogs or not. In this paper, I do not intend to give a summary of the case and will not beat around the bush by giving my analysis and recommendations spot on. Judging from the facts and figures provided for by the case, I strongly believe that Perdue should get into chicken hot dogs. Why chicken hot dogs The first reason why I believe that Perdue should enter the scene is due to the fact that Perdue has a very good brand perception. From the case, when Poole blind tested consumers, Perdue proved to be an even better brand than the leader, Oscar Mayer. The fact that Perdue hasn’t really gone serious into hot dogs and was still the more preferred, gives us an idea that the brand itself is very crucial or would somewhat suffice when it comes to marketing. Perdue is a brand that is trusted by consumers, only, the brand hasn’t risked much to meet that valuable trust halfway. Another reason why they should venture into the hot dog industry is the stark difference of Perdue from other competitors: everyone has gone to processing foods. Perdue is still tagging behind, heavily dependent on its superb yellow chicken that is not even prepackaged. While they are at an advantage for now because processed meat products would need the supply of raw meat, Perdue should also take into s erious consideration that the competitors will soon have to acquire, and they will, their own supply of chickens through hatcheries. The high demand of processed food will push the competitors to buy out supply to sustain the business. This trend in the industry must be thought over by the Perdue management. They cannot be a brand that is resistant to change, even if they claim to be a very strong one. With that, Perdue has since been at the backburner. Their supply of chickens for the franks is not even enough simply because they are not into the hot dogs business. Competitors will soon gain their own hatcheries and will unseat Perdue in no time. In connection to that, Perdue lacks the facilities for growth. They cannot pack chickens like other poultry companies do for grocers and they do not have the capacity to process the meat into franks. This very much limits Perdue. They have been forever an old provider of fresh chicken and that is all they are about. While it is not entirely wrong, I just think that Perdue should use its good brand image to take chances and without having to necessarily tarnish their good image which they have acquired over a long time. Next, venturing into chicken hot dog does not mean that they have to face the same problems they are having with their current business. Distribution would be not constricting anymore. They can go institutional because that’s the way it’s supposed to be. Lastly, Perdue is competing in a market wherein they have always been stagnantly leading and growing. To think about it, Perdue is stagnating as a company. It has been stuck with the same business for long, as if that is what they can only do with chickens. They are only at retail level, again emphasizing the fact that they are very dependent on this type of business. The reason why they do not do institutional is the fact that they have no means to. But with the chicken franks, they can venture into that segment because they would have to sell the processed meat in places where people usually buy them from: supermarkets. The expansion or growth problem can be solved then. (See The 4P’s on page 6) But Perdue hesitates. They cannot be always like this because a good company accepts change, else it will die out. Perdue, I strongly predict will soon die out. Not all brands can be successful and still be rebellious of some kind, refusing to conform to the industry trends. Entering into the Chicken hot dog industry Even with the strong contentions, I see where the Perdue management is coming from. They’re not experts in the hot dog industry and even after having formulated the best chicken hot dog, dubbed as in the case as â€Å"better than Oscar Mayer†, the smaller dilemmas still prove to be risky to be uncertain of the answers for. So here goes my proposition for Perdue when entering into the chicken hot dog industry. Be autonomous First, I think that rather than leasing two facilities to make the franks, they should just buy their own plants. If Perdue cares so much about their image, how can they risk still leasing out facilities which in turn produce franks different from the desired prototype? Isn’t that an even bigger risk? Destroying the trust and in turn the relationship with the consumers will fatalize Perdue’s very good brand image. If I were a Perdue fan, I would be sad to know that they do not make their own hot dogs and thus, nullifying all the good things I associate them with. Frank Perdue’s three requirements for the would-be hot dog should be followed, after all, father knows best. The franks should be better and costs will definitely be covered by the revenues (as a complete product recall is so much more expensive in the long run than acquiring equipments). I think this is what they have to consider first and foremost. Moreover, judging from the industry and its players which Poole described as terrible or companies that didn’t do much advertising but still made a hit in the industry, the chicken hot dog industry has minimal entry barriers. Longacre and Weaver should be their example. If it was easy for such unknown firms to flourish, how much more for an established brand like Perdue? Another reason why they should have plants is because their competitors do and in the long run, Perdue will lose out in this game of processing costs. More importantly, it has been reiterated in the case that even the supply will need to catch up with the demand. With those projections, production is of utmost importance. Hence, all the more reason to have their own equipments or plants. With that, they have more control over production and of the quality, of course. A very good reason why they are better off entering the chicken hot dog market with their own equipments or plants is that they can tailor-fit their production according to their franks’ needs. Cockrel meat is necessary for the formulated frank, but it is hard to process and needs a stronger machine or else, production costs will increase due to excess capacity, second shifts and will be burdensome due to the very high demand. So that in the case, Moriarty or Perdue need not compromise on the prototype in order to solve other less important issues than product quality. Defy the odds MDM is 85% of the Perdue frank. However, as how this was pointed out in the case, MDM can spell a big difference because it might destroy the brand image Perdue has and of course, it might lessen their power to demand for a premium. But according to studies and official food and drug authorities, MDM is actually safe. There were really just some few extreme cases where negligence gave it all the negative impact. If MDM standards were followed by all, coupled with an extra effort to really not put the consumers to harm by not including meat that cannot be used anymore (because it is worse than scrap already), then people wouldn’t care as much. We all have to know that we eat mostly processed food and not really organic. Even strawberries are dangerous to eat, even more dangerous to eat than a hotdog. The market is very quick to judge that a slight mistake will be detrimental to the industry. Yet they fail to recognize the fact that even the supposedly healthy foods we strive to eat every day have their own impurities. In this case, I think Perdue should push through with their tested prototype. If the taste is better, the people will buy it. Moreover, this is not in the business of supplying fresh chicken meat anymore, this is in the processed meat industry already. And processing meat has to have some impurities but Perdue should limit it to MDM. I think the Perdue management have some erroneous thinking about this case. They automatically equate using MDM as destroying their customer’s loyal base. MDM does not mean that Perdue put some hormones in their chicken. It does not also mean that they changed them in every bit of way. The franks will still be 100% Perdue meat! MDM is just a matter of getting the meat, a processing that anyone in the industry should strategically do. But because there are some stubborn consumer groups who know better than to mind the â€Å"healthy† foods they are eating, Perdue has to counter this possible dulling of brand image too. But this is where Perdue should put its good brand image to use and for marketing sake. The Perdue chicken hot dog The Perdue chicken frank should be processed very sternly, following all the necessary rules and restrictions and should be 100% Perdue meat. The frank should also have nutrients present in chicken and in bone marrows such as iron and the recommended doses of calcium. The frank also has to be exactly the same as the tested prototype because it is supposed to be made of 100% Perdue chicken, and Perdue chicken is the best-tasting, so the frank should be the best in taste too. (see The 4P’s on page 6) Marketing The 4P’s Product * Exactly the same as the prototype * Not devoid of natural nutrients of the chicken and bone (iron and calcium) * 100% Perdue chicken * Cannot be compromised (the ingredients) so as to minimize costs * No second-class of the product to retain Perdue’s good brand image| Place * Distribution (include concessionary) can be expanded because this is entirely a different industry already: processed meat * Not just in the current market of Perdue, but in all other places as where the competitors are (supermarkets)| Price * The recommended price for them to profit at $1.23 per pound| Promotion * Should be promoted by showing off the frank’s attributes not found in the competitors’ * Should emphasize the fact that it is â€Å"carefully processed†, even if it contains MDM meat The marketing will be driven in such a way that Perdue’s stand on having the best chickens is utilized in a different manner: this time the best in quality for chicken hot dogs. Perdue should do a lot of reassuring. Perdue can even make a story just to set the mood: that hot dogs are unhealthy, but cheap and easy to cook that’s why people love them. But Perdue cannot bear the fact that its consumers are not eating healthy or are being cheated on. Hence, the Perdue chicken frank! Perdue can maintain and even expand its horizons by getting into chicken hot dog. They just have to use the right words in their packaging such as â€Å"100% Perdue chicken† and â€Å"passed all processing codes† and they can even go so far as employing a research institute to assure consumers, particularly loyal customers that Perdue hot dog is actually different from the rest. Think of Safeguard with PAMET and other shampoo brands each to their own hair gurus. The marketing should be aggressive and should focus more on how these chicken franks is a product of Perdue so that one will only expect the best from it. Perdue can also have Mr. Perdue to be in an ad, the same way that got their loyal customers hooked. Since Perdue had the highest advertising-to-sales ratio, I think that Perdue’s ads are very critical to this project’s success. Instead of focusing on the quality of chickens for the ad, this time, Mr. Perdue can say about how Perdue thanks its loyal customers for their ever strong support and that the company is expanding by doing different products, such as this chicken frank. He can also go on to say that in Perdue, everything that they make is of superior taste and quality, just like the chickens they sell. I also propose the tagline: â€Å"Only the best chickens make great franks. Only Perdue can.† Positioning So the crucial question is whether this new chicken frank should be positioned as an entirely new product or as an alternative to conventional meat hot dogs. I think that Perdue should position it as the latter. Poultry is far healthier than pork and beef, and chicken franks are not that main stream yet. So, Perdue’s goal of reaching out to the light-users and non-users who are wary of hot dog nutritional content will be realized through this. They should position the Perdue frank like this because I believe this is in line with Perdue’s motto of providing only fresh quality chickens. This will help them maintain if not better their brand image while expanding to this other business of chicken hot dog. Positioning it as a new product is futile in a way because there are companies that have been selling chicken franks. So putting it as new is much more challenging and does not really bring about substantial benefits to the company. Perdue is not known for innovating things, it is known for its superior quality of chickens and it is in line with this that they should propose a favorite food, a frank, that is very much attached to their philosophy as a company. The real chicken is Perdue Perdue risks its growth by thinking too much on maintaining their brand image and their finances in the wrong way. They are afraid to move forward, fearing that they may not be ready for such a launch but also failing to realize that staying under the shadows will make the brand lacklustre. They prefer to risk growth for conventional wisdom that is obsolete. While Perdue can remain to be as it is, competitors will soon become like them and even much more with the franks. It is a no-brainer that the competitors will do some backward and vertical integration too. ——————————————– [ 2 ]. Johnson, Mark H. â€Å"Perdue Farms, Incorporated.† Diss. Darden Graduate School of Business Administration, University of Virginia, 1978. University of Virginia Darden School Foundation. p.19