Influencial Connection of CIA in American Society

â€Å"The United States has carried on foreign intelligence activities since the days of George Washington, but only since World War II have they been coordinated on a government wide basis. â€Å"1 Even before the devastating attack at Pearl Harbor, President Franklin D. Roosevelt was concerned about American intelligence deficiencies. President Franklin D. Roosevelt asked New York lawyer William J. Donovan to draft a plan for an intelligence service. In June of 1942, the Office of Strategic Services was established in order to collect and analyze strategic information required by the Joint Chiefs of Staff and to conduct special operations that were not assigned to other agencies. During the World War II, the Office of Strategic Service (OSS) supplied policymakers with essential facts and intelligence estimates, and the office often played an important role in directly aiding military campaigns. The OSS never received complete jurisdiction over all foreign intelligence activities. Since the early 1930†³s the FBI had been responsible for intelligence work in Latin America, and the military services protected their areas of responsibility. In October 1945, the OSS was abolished, and its functions were transferred to the State and War Departments. The need for a postwar centralized intelligence system still remained a problem. Eleven months earlier, Donovan, at the time a major general had submitted to President Roosevelt a proposal that called for the separation of the OSS from the Joint Chiefs of Staff with the new organization having direct Presidential supervision. Donovan proposed an â€Å"organization which will procure intelligence both by overt and covert methods and will at the same time provide intelligence guidance, determine national intelligence objectives, and correlate the intelligence material collected by all government agencies. â€Å"2 Under his plan, a powerful, centralized civilian agency would have coordinated all the intelligence services. Donovan†s plan drew heavy political debate. In response to this policy dispute, President Harry S. Truman established the Central Intelligence Group in January of 1946, directing it to â€Å"coordinate existing departmental intelligence, supplementing but not supplanting their services. â€Å"3 Twelve months later, the National Intelligence Authority and its operating component, the Central Intelligence Group, were disestablished. Under the provisions of the National Security Act of 1947, the National Security Agency and the Central Intelligence Agency were established. The 1947 Act charged the CIA with â€Å"coordinating the nation†s intelligence activities and correlating, evaluating and disseminating intelligence which affects national security. 4 The Act also made the Director of Central Intelligence (DCI) responsible for protecting intelligence sources and methods. The Central Intelligence Agency Act was passed in 1949 permitting the Agency to use confidential fiscal and administrative procedures, and this Act is the authority for the secrecy of the Agency†s budget. In order to protect intelligence sources and methods from disclosure, the 1949 Act exempted the CIA from having to disclose its â€Å"organization, functions, names, officials, titles, salaries, or numbers of personnel employed. â€Å"5 The national interests of the United States require the Intelligence Community to maintain worldwide vigilance on the foreign threats to U. S. citizens, both civilian and military, infrastructure, and allies. In addition, they also seek to inform policy makers of opportunities to advance U. S. foreign policy objectives. 6 To accomplish its missions, the CIA engages in research, development, and deployment of technology for intelligence purposes. 7 Most American citizens are not fully aware of the full extent to which the CIA has effected American society. The general public has limited knowledge of the secret operations of the CIA, but the few campaigns that are open to the public prove that the CIA plays an essential role in American foreign relations. From 1953 to 1961 the CIA continued out foreign intelligence, counterintelligence, political action, and propaganda operations. During the Eisenhower administration, Secretary of State John Dulles used the Central Intelligence Agency, which was headed by his brother Allen Dulles, for covert interventions against governments that were too closely aligned with communism. The CIA moved beyond its original objective of intelligence gathering to active involvement in the internal affairs of foreign countries where such covert action suited the American ideals. In the 1950s the CIA successfully directed the overthrow of several foreign governments. When Mohammad Mossadegh of Iran seized British oil properties in 1953, CIA agents helped the shah, Mohammad Reza Pahlevi, depose him. Using both economic leverage and a repressive secret police, the shah soon fermented his power in Iran. In 1954 the CIA supported a coup in Guatemala against Jacobo Arbenz Guzman, who had expropriated 250,000 acres of land held by the American owned United Fruit Company. He also accepted arms from the communist government of East Germany. Under Eisenhower, the Central Intelligence Agency had begun training 2,000 men for an invasion of Cuba to overthrow Fidel Castro, the communist revolutionary that had taken power in 1959. On April 19, 1961, this force invaded the Bay of Pigs, but was forced to surrender. 1,200 men were captured. The CIA also tried to overthrow Achmed Sukarno of Indonesia in 1958, but again it was unsuccessful. In late 1961, the CIA was reorganized to put more emphasis on science, technology, and internal management. The agency was heavily used during the Vietnam War, from 1959-1975, in Southeast Asia. The Central Intelligence Agency has effected American society by adding security and confidence to the minds of the American people. Though much of their effects are not specifically known, the entire organization as a whole serves as a type of secret weapon against foreign countries. Its formation and operations have made the CIA a lasting part of the U. S. government.

Letter from Birmingham Jail

â€Å"Dr. King’s Call to Action† In Dr. King’s â€Å"Letter from Birmingham Jail,† he shows that nonviolence is the way to get the positive attention that his plight deserved. He believed that to use violence was negative on a couple of points. First, violence always gets negative attention. Second, violence was the way the Klu Klux Klan went about their business. He wanted to expose unjust laws and do it in a fashion that conveyed his beliefs without causing other problems. In Dr.King’s â€Å"Letter from Birmingham Jail,† he is trying to convince his â€Å"fellow clergymen† (566) that his fight for the civil liberties is a just one, and that the march was a nonviolent one and one that was surely needed. Dr. King stated, â€Å"we are caught in an inescapable network of mutuality, tied in a single garment of destiny† (566). King is saying that it’s something that can no longer be ignored, that he can no longer sit on the s ideline and be an idle observer. The black man has to take it to the streets. In this letter, Dr. King showed that nonviolence, direct action, and the ability to stand by one’s convictions are the right path.In his quest for racial equality, Martin Luther King came to the conclusion that nonviolent resistance was the only way to achieve this goal. It was his belief that social justice could be achieved only by changing the hearts and minds of the oppressors. Violence would only distract from the main goal, cause bitterness between the opposing groups and shut down any possibility of reconciliation. His theory of nonviolent resistance meant that a protester could be as passionate as a violent one, but in rejecting physical aggression, the nonviolent protester leaves open the possibility of a transformation.The absence of violence lets the other person see issues from a clearer perspective, one that isn't clouded by the aftermath of a violent confrontation. Nonviolent resistanc e was the first step. Dr. King also stressed that direct action was needed for racial equality to exist. Dr. King and his followers would have no alternative but to â€Å"present our very bodies as a means of laying our case before the conscience of the local and national community† (567). Dr.King felt that direct action â€Å"is to create a situation so crisis packed that it will inevitably open the door to negotiation† (568). King felt that direct action was the only course to take because his hand had been forced this way by the unwillingness of southern society to take any action at all. Finally, Dr. King said that before anyone takes direct action, the protester first needs to â€Å"purify† (567) their soul so that he or she will have no regrets going forward. Taking direct action is the right path but, it needs to be understood that there will be consequences for those actions.Taking a stand has never been easy and can be extremely difficult, but for the f uture progress of the African American, it was necessary. The protester needed to possess a firm moral conviction that their cause was a righteous and just cause. By combining nonviolent resistance, direct action, and a firm conviction of their cause, King was confident that the oppressors would come to join him in the quest for equality. All other issues would fade away and the only thing left to see would be the true issue, a â€Å"good versus evil† perspective.The Letter from Birmingham Jail† was written at a time when America had little room for blacks and their customs. It was a white man’s country, and the white man wanted it to stay that way. If not for the courage of King’s convictions it might have remained that way. Dr. King should be seen as an American hero that had the where-with-all to follow through with what he saw as a total injustice. He accomplished this by adopting a plan of action that consisted of nonviolence, direct action, and the c onvictions of his beliefs. Letter from Birmingham Jail The struggle for civil rights and civil liberty by African American in the United States of America brought about some of the darkest days in American history. Till this day, majority of Americans regardless of race or color look back at that period with regret. Dr Martin Luther King, a prominent leader in the civil rights movement was persecuted by his oppressors but he persevered relentlessly in the fight for equal rights for African Americans mainly because we were fighting for a just cause. The letter from Birmingham Jail is a response by Dr King to statements by eight Alabama Clergymen denouncing the use of street protests by Dr King’s organization in the fight for civil liberty. Critics of Dr King’s philosophy on civil disobedience argue that the actions of his organization are well against civil law but in his letter, Dr. King tries to persuade the opposition about the relevance of street protests or civil disobedience in the fight for equality for all people. He expresses his opposition to segregation from a moral perspective, logical perspective as well as an emotional plea to sway an audience into action in a quest to achieve civil liberty and equal rights for Black people. Although the letter was a direct reply to the clergymen’s statements, it served a broader purpose by also reaching out to the large middle class which was composed mainly of moderate white Americans. In his response, Dr King uses a subtle and persuasive approach in an attempt to sway critics of his philosophical views on civil disobedience. By writing the letter, Dr Kings intent was to sway individuals who held opposing views from his, bringing all together to share an understanding. Knowing that the middle class comprises mainly of moderate Americans who are opposed to extreme views and actions and very much inline with religious beliefs and values, Dr Kings utilized this avenue to challenge the conscience of the group. Evidence of this is shown in the letter where he writes: â€Å"Must make two honest confessions to you, my Christian and Jewish brothers. First, I must confess that over the past few years I have been gravely disappointed with the white moderate. I have almost reached the regrettable conclusion that the Negro's great stumbling block in his stride toward freedom is not the White Citizen's Counciler or the Ku Klux Klanner, but the white moderate, who is more devoted to â€Å"order† than to justice; who prefers a negative peace which is the absence of tension to a positive peace which is the presence of justice; who constantly says: â€Å"I agree with ou in the goal you seek, but I cannot agree with your methods of direct action†; who paternalistically believes he can set the timetable for another man's freedom; who lives by a mythical concept of time and who constantly advises the Negro to wait for a â€Å"more convenient season. † Shallow understanding from people of good will is more frustrating than absolute misunderstanding from people of ill will. Lukewarm acceptance is much more bewildering tha n outright rejection. †(M. L. K, 1963, April 16) This shows that he is in touch with the views of his audience giving him the ability to make a great impact on the reader. The opposition held the view that civil disobedience and street protest were unjust, simply because it was against the law. Laws are principles and regulations that are established in a community by some authority and is applicable it people. I believe that argument posed by Dr King’s opposition is that there is no justification to breaking a law. However, in my opinion there could be moral justifications in breaking a law depending on the nature of the situation. Hence, I concur with Dr King’s philosophical view on civil disobedience. â€Å"To put it in the terms of St. Thomas Aquinas: An unjust law is a human law that is not rooted in eternal law and natural law. Any law that uplifts human personality is just. Any law that degrades human personality is unjust. All segregation statutes are unjust because segregation distorts the soul and damages the personality. †(M. L. K, 1963, April 16) The African American civil rights movement used civil disobedience as a means of getting their voice heard by the masses and opposition. Those protests are justifiable from a moral standpoint in that African Americans unjustifiably had their rights denied by their oppressors and used civil disobedience as a means to acquire their God-given rights. According to my beliefs, it is immoral to go against the rule of law without legitimate necessity but it is morally justifiable to do so in due cause such as the case of Dr King and the African American Civil Rights movement. Accordingly, there is also a logical perspective to civil disobedience which Dr King also uses eloquently in his letter. He addressed the statements made by the clergymen which called his actions â€Å"unwise and untimely†. Letter from Birmingham Jail In the â€Å"Letter from Birmingham Jail†, written by Dr. Martin Luther King, Jr., the first three paragraphs tell the reader a lot about what is important to the author of the letter and what kind of purpose he had for writing this letter. In these paragraphs the most important aspects of what Dr. King was trying to convey can be easily identified and understood, giving us insight into a time and place that has become so important to American history for many reasons. In the introduction of the letter King describes his purpose for writing the letter, and what led him to feel that he had to write it in answer to the criticism of other clergymen who were judgmental about the actions that put him behind bars in the first place. In this paragraph we can clearly see that King is wishing to set the record straight about his actions and what his motivations were. He writes â€Å"If I sought to answer all the criticisms that cross my desk, my secretaries would have little time for anything other than such correspondence in the course of the day†, proving that while he is aware that people are judging him and criticizing him, he chooses not to listen to it usually because he feels that his time is better used for working towards his goals. The second paragraph is important to the rest of the letter because it establishes King’s place within Alabama and his affiliations to various organizations, all of which brought him to Alabama in the first place. He feels that his fellow clergymen were questioning his motivations for going to Alabama, as well as his purpose in being there. He wanted the clergymen to know that he had a reason to be there, saying â€Å"We readily consented, and when the hour came we lived up to our promise.† Here, we see the intended audience of King’s letter, as well as the purpose and subject of his letter. All of these things are more clear because of this paragraph. The next paragraph is, in essence, is the thesis for this letter because it gives the readers a clear picture of what the rest of the letter is about. Here is where he puts, into simple terms, why he is in Alabama and why he feels compelled to do his peaceful protesting. King spells it out when he says, â€Å"Just as the prophets of the eighth century B.C. left their villages and carried their â€Å"thus saith the Lord† far beyond the boundaries of their home towns, and just as the Apostle Paul left his village of Tarsus and carried the gospel of Jesus Christ to the far corners of the Greco-Roman world, so am I. compelled to carry the gospel of freedom beyond my own home town†. He feels that this is a labor of love, something that is his duty, and for this reason he feels that to convey his passion about civil rights through this letter is imperative to his gaining the respect of others. The rest of the letter is set up in these three paragraphs.          Letter from Birmingham Jail Martin Luther King, Jr. penned â€Å"Letter from Birmingham Jail† in 1963 after being arrested for his participation in a non-violent demonstration against segregation. In his letter, King discusses the current societal problems of segregation and how best to demand change. King firmly believes that the best way to go about trying to enact change with regard to racial barriers is through non-violent means. Violence only breeds more violence, whereas non-violent protests and demonstrations allow for a peaceful protest that will force more change. Using a non-violent approach was the most effective way for the African American community to voice their opinions and reap the changes that they so earnestly sought. Non-violent action allows for the community to stand up and demand action through sit-ins, and other peaceful demonstrations in order to make governmental leaders and officials take note of the problem and attempt to address it. King notes, â€Å"Nonviolent direct action seeks to create such a crisis and foster such a tension that a community which has constantly refused to negotiate is forced to confront the issue†. When a community at large believes that they are being treated in an unjust manner and demonstrates their opinions through marches or sit-ins, rather than riots or other violent means, it has a much better chance of forcing negotiations with governmental leaders than a violent approach. When a responsible citizen or a group of citizens act responsibly to force change, it is much more likely that they will be taken seriously. If a group of African Americans were rioting and using other violent means to take a stand against racial injustice, they would only be labeled as part of the problem rather than a part of the solution. Non-violent demonstrations allow for a community to let their frustration and discontent out through a creative outlet that does cause a setback in their goals. King compares his passion for equality between races to the same passion that Jesus had for love, or that Paul had a passion for the gospel. Comparatively speaking, both Jesus and Paul had profound effects on the society that they existed within, though peaceful and passionate means. King says of the oppressed black man, â€Å"If his repressed emotions are not released in nonviolent ways, they will seek expression through violence; this is not a threat, but a fact of history†. By acting with passion, but without violence, the African American community is able to further their cause through showing that they only want to be treated justly. The non-violent approach that King and his followers demonstrated in their fight for social equality was the most effective forum for them to voice their opinions. Through sit-ins, marches, and other non-violent demonstrations, the African American community was able to come together and demand change without causing violence that would only hinder their cause. Had violent means been used in an attempt to gain equality, the African American community would have been labeled as part of the problem, rather than being taken seriously. A non-violent approach to the injustices faced by the African American community showed the governmental leaders that these oppressed peoples were responsible citizens, deserving of the basic rights they were being denied. However, violent demonstrations would have setback the attempts to gain equality.    Letter from Birmingham Jail The struggle for civil rights and civil liberty by African American in the United States of America brought about some of the darkest days in American history. Till this day, majority of Americans regardless of race or color look back at that period with regret. Dr Martin Luther King, a prominent leader in the civil rights movement was persecuted by his oppressors but he persevered relentlessly in the fight for equal rights for African Americans mainly because we were fighting for a just cause. The letter from Birmingham Jail is a response by Dr King to statements by eight Alabama Clergymen denouncing the use of street protests by Dr King’s organization in the fight for civil liberty. Critics of Dr King’s philosophy on civil disobedience argue that the actions of his organization are well against civil law but in his letter, Dr. King tries to persuade the opposition about the relevance of street protests or civil disobedience in the fight for equality for all people. He expresses his opposition to segregation from a moral perspective, logical perspective as well as an emotional plea to sway an audience into action in a quest to achieve civil liberty and equal rights for Black people. Although the letter was a direct reply to the clergymen’s statements, it served a broader purpose by also reaching out to the large middle class which was composed mainly of moderate white Americans. In his response, Dr King uses a subtle and persuasive approach in an attempt to sway critics of his philosophical views on civil disobedience. By writing the letter, Dr Kings intent was to sway individuals who held opposing views from his, bringing all together to share an understanding. Knowing that the middle class comprises mainly of moderate Americans who are opposed to extreme views and actions and very much inline with religious beliefs and values, Dr Kings utilized this avenue to challenge the conscience of the group. Evidence of this is shown in the letter where he writes: â€Å"Must make two honest confessions to you, my Christian and Jewish brothers. First, I must confess that over the past few years I have been gravely disappointed with the white moderate. I have almost reached the regrettable conclusion that the Negro's great stumbling block in his stride toward freedom is not the White Citizen's Counciler or the Ku Klux Klanner, but the white moderate, who is more devoted to â€Å"order† than to justice; who prefers a negative peace which is the absence of tension to a positive peace which is the presence of justice; who constantly says: â€Å"I agree with ou in the goal you seek, but I cannot agree with your methods of direct action†; who paternalistically believes he can set the timetable for another man's freedom; who lives by a mythical concept of time and who constantly advises the Negro to wait for a â€Å"more convenient season. † Shallow understanding from people of good will is more frustrating than absolute misunderstanding from people of ill will. Lukewarm acceptance is much more bewildering tha n outright rejection. †(M. L. K, 1963, April 16) This shows that he is in touch with the views of his audience giving him the ability to make a great impact on the reader. The opposition held the view that civil disobedience and street protest were unjust, simply because it was against the law. Laws are principles and regulations that are established in a community by some authority and is applicable it people. I believe that argument posed by Dr King’s opposition is that there is no justification to breaking a law. However, in my opinion there could be moral justifications in breaking a law depending on the nature of the situation. Hence, I concur with Dr King’s philosophical view on civil disobedience. â€Å"To put it in the terms of St. Thomas Aquinas: An unjust law is a human law that is not rooted in eternal law and natural law. Any law that uplifts human personality is just. Any law that degrades human personality is unjust. All segregation statutes are unjust because segregation distorts the soul and damages the personality. †(M. L. K, 1963, April 16) The African American civil rights movement used civil disobedience as a means of getting their voice heard by the masses and opposition. Those protests are justifiable from a moral standpoint in that African Americans unjustifiably had their rights denied by their oppressors and used civil disobedience as a means to acquire their God-given rights. According to my beliefs, it is immoral to go against the rule of law without legitimate necessity but it is morally justifiable to do so in due cause such as the case of Dr King and the African American Civil Rights movement. Accordingly, there is also a logical perspective to civil disobedience which Dr King also uses eloquently in his letter. He addressed the statements made by the clergymen which called his actions â€Å"unwise and untimely†. Letter from Birmingham Jail â€Å"Dr. King’s Call to Action† In Dr. King’s â€Å"Letter from Birmingham Jail,† he shows that nonviolence is the way to get the positive attention that his plight deserved. He believed that to use violence was negative on a couple of points. First, violence always gets negative attention. Second, violence was the way the Klu Klux Klan went about their business. He wanted to expose unjust laws and do it in a fashion that conveyed his beliefs without causing other problems. In Dr.King’s â€Å"Letter from Birmingham Jail,† he is trying to convince his â€Å"fellow clergymen† (566) that his fight for the civil liberties is a just one, and that the march was a nonviolent one and one that was surely needed. Dr. King stated, â€Å"we are caught in an inescapable network of mutuality, tied in a single garment of destiny† (566). King is saying that it’s something that can no longer be ignored, that he can no longer sit on the s ideline and be an idle observer. The black man has to take it to the streets. In this letter, Dr. King showed that nonviolence, direct action, and the ability to stand by one’s convictions are the right path.In his quest for racial equality, Martin Luther King came to the conclusion that nonviolent resistance was the only way to achieve this goal. It was his belief that social justice could be achieved only by changing the hearts and minds of the oppressors. Violence would only distract from the main goal, cause bitterness between the opposing groups and shut down any possibility of reconciliation. His theory of nonviolent resistance meant that a protester could be as passionate as a violent one, but in rejecting physical aggression, the nonviolent protester leaves open the possibility of a transformation.The absence of violence lets the other person see issues from a clearer perspective, one that isn't clouded by the aftermath of a violent confrontation. Nonviolent resistanc e was the first step. Dr. King also stressed that direct action was needed for racial equality to exist. Dr. King and his followers would have no alternative but to â€Å"present our very bodies as a means of laying our case before the conscience of the local and national community† (567). Dr.King felt that direct action â€Å"is to create a situation so crisis packed that it will inevitably open the door to negotiation† (568). King felt that direct action was the only course to take because his hand had been forced this way by the unwillingness of southern society to take any action at all. Finally, Dr. King said that before anyone takes direct action, the protester first needs to â€Å"purify† (567) their soul so that he or she will have no regrets going forward. Taking direct action is the right path but, it needs to be understood that there will be consequences for those actions.Taking a stand has never been easy and can be extremely difficult, but for the f uture progress of the African American, it was necessary. The protester needed to possess a firm moral conviction that their cause was a righteous and just cause. By combining nonviolent resistance, direct action, and a firm conviction of their cause, King was confident that the oppressors would come to join him in the quest for equality. All other issues would fade away and the only thing left to see would be the true issue, a â€Å"good versus evil† perspective.The Letter from Birmingham Jail† was written at a time when America had little room for blacks and their customs. It was a white man’s country, and the white man wanted it to stay that way. If not for the courage of King’s convictions it might have remained that way. Dr. King should be seen as an American hero that had the where-with-all to follow through with what he saw as a total injustice. He accomplished this by adopting a plan of action that consisted of nonviolence, direct action, and the c onvictions of his beliefs. Letter from Birmingham Jail â€Å"Dr. King’s Call to Action† In Dr. King’s â€Å"Letter from Birmingham Jail,† he shows that nonviolence is the way to get the positive attention that his plight deserved. He believed that to use violence was negative on a couple of points. First, violence always gets negative attention. Second, violence was the way the Klu Klux Klan went about their business. He wanted to expose unjust laws and do it in a fashion that conveyed his beliefs without causing other problems. In Dr.King’s â€Å"Letter from Birmingham Jail,† he is trying to convince his â€Å"fellow clergymen† (566) that his fight for the civil liberties is a just one, and that the march was a nonviolent one and one that was surely needed. Dr. King stated, â€Å"we are caught in an inescapable network of mutuality, tied in a single garment of destiny† (566). King is saying that it’s something that can no longer be ignored, that he can no longer sit on the s ideline and be an idle observer. The black man has to take it to the streets. In this letter, Dr. King showed that nonviolence, direct action, and the ability to stand by one’s convictions are the right path.In his quest for racial equality, Martin Luther King came to the conclusion that nonviolent resistance was the only way to achieve this goal. It was his belief that social justice could be achieved only by changing the hearts and minds of the oppressors. Violence would only distract from the main goal, cause bitterness between the opposing groups and shut down any possibility of reconciliation. His theory of nonviolent resistance meant that a protester could be as passionate as a violent one, but in rejecting physical aggression, the nonviolent protester leaves open the possibility of a transformation.The absence of violence lets the other person see issues from a clearer perspective, one that isn't clouded by the aftermath of a violent confrontation. Nonviolent resistanc e was the first step. Dr. King also stressed that direct action was needed for racial equality to exist. Dr. King and his followers would have no alternative but to â€Å"present our very bodies as a means of laying our case before the conscience of the local and national community† (567). Dr.King felt that direct action â€Å"is to create a situation so crisis packed that it will inevitably open the door to negotiation† (568). King felt that direct action was the only course to take because his hand had been forced this way by the unwillingness of southern society to take any action at all. Finally, Dr. King said that before anyone takes direct action, the protester first needs to â€Å"purify† (567) their soul so that he or she will have no regrets going forward. Taking direct action is the right path but, it needs to be understood that there will be consequences for those actions.Taking a stand has never been easy and can be extremely difficult, but for the f uture progress of the African American, it was necessary. The protester needed to possess a firm moral conviction that their cause was a righteous and just cause. By combining nonviolent resistance, direct action, and a firm conviction of their cause, King was confident that the oppressors would come to join him in the quest for equality. All other issues would fade away and the only thing left to see would be the true issue, a â€Å"good versus evil† perspective.The Letter from Birmingham Jail† was written at a time when America had little room for blacks and their customs. It was a white man’s country, and the white man wanted it to stay that way. If not for the courage of King’s convictions it might have remained that way. Dr. King should be seen as an American hero that had the where-with-all to follow through with what he saw as a total injustice. He accomplished this by adopting a plan of action that consisted of nonviolence, direct action, and the c onvictions of his beliefs.

Boucheron Luxury Brands Market Research

Legend has it that he chose 26 Place Vendome, where Boucheron remains to our days, because it was sunniest corner of this square. He believed that the diamonds in the windows will sparkle all brilliantly. Czar Alexander III was a client, as was his son, the doomed Nicholas II. Her Majesty Queen Elizabeth, the Queen Mother was especially fond of Boucheron tiara which she inherited from Lady Greville, who originally purchased it from the House. Her grand son Prince Charles passed the tiara onto his wife Camille, Duchess of Cornwall as a wedding gift. Queen Elizabeth of England also has a collection of Boucheron jewels as did Wallis Simpson the Duchess of Windsor. American royalty are also collectors of Boucheron creations. Household names like Astors, Vanderbilts and Rockefellers have returned again and again to this jeweler for exceptional pieces of High Jewelry. Actors and artisits have also been fans of Boucheron since it opened its doors 150 years ago. Caroline otero, the temptress known as La Belle Otero, when she was a cabaret dancer at the return of the 19th century was a Boucheron enthusiast as was the famed theater actress Sarah Bernhardt and the writers Oscar Wilde and Marcel Proust. Why film stars including Greta Garbo, Rita Hayworth, Penelope Cruz, Cameron Diaz, Kristin Scott Thomas, Rachel Weisz and Diane Kruger have all come under the Boucheron spell of spectacular creations. TIMELINE: 858- Frederic Boucheron opens his first store in the Galerie de Valois at Palais Royal, during the heyday of the Second Empire. 1866- Boucheron creates its atelier. 1867- Paris Universal Exhibition: Frederic Boucheron wins his first Gold Medal only 9 years after opening his firs boutique. 1878 – Paris Universal Exhibition: The Foliage necklace, a sapphire and diamond set with a central sapphire of 159 carats, created for Mrs. H. Mackay, wins the Grand Prize. 1883- The Russian Prince Felix Yousoupoff purchases a corsage decorated with 6 detachable diamond bows during one of his visits to Paris. 893- Frederic Boucheron moves to 26 Place Vendome in the residence of the Countess of Castiglione. He opens the largest boutique on the square. 1898- Boucheron opens a store in Moscow, later transferred to St. Petersburg in 1911. 1902- Frederic Boucheron dies, his son Louis cucceeds him. 1921- Boucheron is commissioned to make tiara for Lady Greville; it was later given to England`s Queen Elizabeth, the Queen Mother. 1928- Louis Boucheron is asked by the Maharajah of Patiala to Set the stones of his treasure, which are brought to the Place Vendome boutique by the private guards of the Prince. 930- The Shah of Iran asks Louis Boucheron to assess the Imperial Treasure of Persia and issues a decree naming him Official Curator and Guardian of the Treasure. 1959- Louis Boucheron dies, leaving his sons Fred and Gerard in charge of the business. Edith Piaf, the most popular French Singer of her time, purchases a Boucheron watch for the love of her life, Marcel Cerdan. 1962- Fred Boucheron retires, leaving his brother Gerard as head of the establishment. 1970- In the 1970s the best selling snake line was created. 1973- Boucheron`s first boutique opens in Japan. 980- Gerard Boucheron retires and Alain Boucheron becomes a president and General Director. 1988- Boucheron launches its first women`s fragrance in a ring shaped bottle. 1994- Boucheron takes of a new development in the sector of fashion accessories: The Boucheron Eyewear Collection. Boucheron sells to Schweizerhall. 2000- Gucci Group acquires the House of Boucheron. 2002- Boucheron launches the â€Å"Beaute geois† collection. 2003- Boucheron launches the â€Å"Not Bourgeois† collection 2004- Gucci Group is fully acquired by PPR. Jean-Christophe Bedois is appointed CEO. The â€Å"Jaipur† High Jewelry line and the â€Å"Dechainee† collections are launched. 2005- Launch of four new jewelry lines: Trouble, Quatre, Diablotine, Vingt-Six. Boucheron opens its firs boutique in Shanghai and its first flagship in Dubai. The start of the â€Å"Trouble Desir† High Jewelry Collection. 2006- Boucheron and Alexander McQueen collaborates together to create a limited edition Novak bag that incorporates the snake motif of Boucheron`s Trouble line. Boucheron opens its first boutique in Hong Kong and Kuala Lumpur. Launch of the â€Å" Exquises Confinces† line. 008- Boucheron marks its 150th anniversary with a yearlong celebration. CONCEPT AND UNIQUENESS The concept of Boucheron is to appeal to high-end customers who look for something unique in their jewelry. Through meeting target customers standards about design, materials, price and brand Boucheron has created a market for luxury haute couture jewelry. Customers also appreciate the fact that all collections are manufactured in small quantities and that stones of the highest quality are used; in addition to diamonds, also sapphires, amethysts, emeralds, coral, onyx, and jade. We wanted to develop innovative and creative way to introduce our rich heritage and approach to fine jewelry in way that enchants, amazes and amuses. We have a rich history that is beautifully brought alive. † Jean Christophe-Bedos, President, Boucheron The Responsible Jewellery Council (RJC) has announced in 2011 that Boucheron has achieved certification by meeting the ethical, human rights, social and environmental standards as established by the RJC’s Member Certification System. â€Å"RJC warmly congratulates Boucheron on its certification. The successful verification assessment of Boucheron was conducted by Philippe Arnaud from KPMG France, one of the independent third-party auditing firms accredited to the RJC’s Member Certification System† Michael Rae, RJC’s Chief Executive Officer. â€Å"Since 1858, Boucheron has adhered to the highest standards not only in the spectacular designs of its creations but also in upholding its strong ethical code. The RJC certification corresponds to the House’s continued endeavor to embody excellence and responsible business practices both internally and externally; a commitment we share across the PPR Group† Pierre Bouissou, Boucheron’s CEO BUSINESS STRATEGY With the understanding that the conservative way was not an option, Boucheron plays on its long history of rousing the passions of sensual desire. This attitude has driven Boucheron’s design and delicate craftsmanship and resulted in a heritage of enthusiastic stories and myths. Today it could motivate an entirely new approach to the market. The House’s individual legacy sharped a way to connect the new luxury consumer on a essentially more personal, more passionate and less superficial level. Boucheron has formed a marketplace approach that brings many industry innovations – a new service that redefines how the HNWI can experience and enjoy luxury jewelry; an exclusive retail concept that can voyage to the client rather than sit and wait for them; and product idea that raises the craft of the brand to the peak levels of art and business When Boucheron has entered the US market the first element of the strategy was a â€Å"Desir†, a collaboration with the creators of Spiegelworld, that brings alive the rich history of Boucheron in an personal and inspirational 100 year old hall of mirrors. It was launched in New York in August 2008 and was set to benefit from a sellout three-month run at the South Seaport before opening two-year tour of US’s most significant Luxury markets. â€Å"Set in a turn of the fin-de-siecle nightclub, Desir is meeting place for showgirls and soldiers, bejeweled courtesans and maharajahs, a carnival world devoted to the pursuit of beauty, clever seductions and breathtaking displays of acrobatic wonder. It is a sparkling merry-go-round where the last love affair is merely an entree to the next encounter. More than any show in New York I can think of, Desir, with its cavalcade of professional beauties, does inspire thoughts of a time when well-dressed admirers queued up at dressing-room doors bearing gifts of flowers and jewelry. As for me, I’m thinking of coming back with a bouquet of catnip for that charming, fluffy-haired Persian who stopped the show when it walked a tightrope. † Ben Brantley, New York Times. Additionally to the show there was the Boutique Desir, a traveling boutique where, guests can find out Boucheron’s universe and its creations; can touch, try and familiarize themselves with the pieces in a private ambiance. Clients were then invited to the exclusive Bar Vendome, a VIP lounge where they could get pleasure from an memorable evening under the stars. Boucheron chose to launch their products in the BRIC countries as well, which consists of some of the most emerging markets in the world today. Additionally, the Middle East and India are also two extremely important markets for Boucheron, partly due to the strong responsiveness for jewelry. The sales in these countries are larger than in the western countries and the luxury company is exploiting the new wealth of the generations with high luxury awareness and taste. MARKETING MIX Product: Boucheron sells hand-made haute-couture luxury jewelry made from fine materials like gold, platinum, diamonds, emeralds and sapphires. Along with every purchase the buyer receives superior service and is entitled to service which assists users with exclusive services like delivery and customization. One of the Boucheron`s specialties is color. Clients easily can distinguish  Boucheron’s line of jewelry  by its designs. Its signature is visible in the form of motifs like floral, peacock feathers and snakes. Boucheron produces: * Necklaces * Pendants Bracelets * Brooches * Cufflinks * Earrings * Rings * Wedding Jewelry * Watches * Perfumes (18 editions) * Sunglasses Price: Boucheron prices range: Rings from 2. 000 eur up to 30. 000 eur Earrings from 4. 000 eur to 41. 800 eur Necklaces from 12. 000 eur to 1. 000. 000 eur Brooches from 5. 000eur to 10. 400 eur The prices vary with the different collections and the materials that are used in them. Place: Boucheron jewelry is very selectively distributed. It is available at company-owned boutiques and flagship stores like London Jewelers, Goldsmiths, and Colette. They recent store was opened in Doha`s West Bay community in Middle East. In keeping with its global design concept, the space is decorated using its signature aubergine and gold colour palette and affluent wooden decor. The Doha boutique domiciled Boucheron’s iconic most collections, along with a range of exquisite high jeweler’s creations. Boucheron locates its stores in luxury shopping districts, famous â€Å"Golden Triangles† of large metropolitan areas and opens relatively few stores. Today, Boucheron operates more than 50 boutiques and over 100 certified retailers worldwide in addition to an online sales website. The boutiques are, intimate and have a luxury feeling. All sale locations can be found on www. boucheron. fr . Promotion: Boucheron acquires much publicity from sales to celebrities like: * Chanel Iman * Diane Kruger * Natalia Vodianova * Kira Knightley * Julianne Moore * Raquel Zimmermann * Anne Hathaway * Mary-Kate Olsen * Natsha Poly * Lily Donaldson * Salma Hayek * And many others As well Boucheron has collaborated with Vertu. Boucheron launches diverse collections at different times and only makes a certain number of some jewels in order to keep a prestigious image and be a focus for HNWI. Boucheron has an own website for publicity which features product descriptions and prices. Mostly promotion is running in Fashion Magazines like Vogue. POSITIONING Seeking to embody the opulence and grandeur of Parisienne life, Boucheron draws often upon iconic French women, each epitomizing a facet of the golden age, to act as muses in the creation of distinct sets of jewelry. Each woman has its own distinctive way of wearing jewelry, which is the privilege of a woman, but she can vary own excitement strategy. Blink of an eye, the center will become a decorative pattern of brooches, pendants into earrings, necklace, or a deduction into a multifaceted hairpin. Boucheron blends the art of seduction and a charm with a woman`s desire to wear jewelry. Boucheron has positioned itself as the top-of-the-line targeting HNWI. Boucheron achieving this by using only the finest materials to create their products which are all handcrafted ensuring that every product is of perfect quality. Boucheron will launch different collections each featuring different materials and designs which make the collections unique and prestigious; their most expensive line ever was a necklace Julia which cost 800,000eur and Boucheron snake necklace for Maison du Chocolat which costs 900. 000 eur. Boucheron collaborated with VERU luxury mobile phone maker, to extend their success and increase awareness in the luxury product world. Boucheron offers superior and personalized service to its clients, guaranteeing customer satisfaction and loyalty. They also position hemselves by showcasing the celebrities who own their products as an indication that their products are for the rich and famous. Boucheron has flagship stores all over the world in 50 countries however they open relatively few boutiques solely in luxury shopping districts of large cities and thus are considered selectively distributed. Boucheron boutiques are decadent, small, intimate venues which offer personalized service to cli ents wishing to make a purchase. Boucheron house very successfully preserves a prominent image with its ultra-luxurious products and superior service through its positioning. TARGET CONSUMER The Boucheron jewelry is a highly luxurious product, which doubtlessly is made to fit the extremely wealthy population of this world. The main customers are rich and found in the urban areas, who are constantly searching for the extraordinary products. Furthermore, their flagship stores are situated in the finest areas, in order to attract the highly rich international shoppers. CONSUMER-BASED BRAND EQUITY PYRAMID Brand Salience For Boucheron achieving right brand identity involves brand salience. Only richest people are aware of Boucheron because promotion is quite narrow. However their target consumer for sure can recall and recognize this brand. So conclusion here is that Brand salience is more depth than breadth. This basically means that even thou there are not yet many people knowing Boucheron, but those who do, they know all insights of it, can easily remember it and realize what this brand is about. Brand Performance The product itself is at the heart of brand equity, as it is the primary influence of what consumers experience with a brand, what they hear about the brand from others, and what the brand can tell customers about the brand in their communication. Brand Performance relates to the ways in which the product or service attempts to meet customers` functional needs. This is on top level for Boucheron brand. It is crucial to contribute to customers` desires, wants and needs. Boucheron brand highly represents all what their HNWI customers want to have for paying a high price. The product is highly durable; it has distinctive logo, premium pricing and quality handcraft. All customer services provided for clients by Boucheron also attributes to brand`s performance. Brand Imagery Another variable CBBE Pyramid is second type of brand meaning which involves brand imagery. Imagery deals with such a properties of a product, which meets customers` psychological needs. It is more about what people think of it, how they see it. Boucheron imagery is extremely individualistic and stylish. When customer is buying Boucheron cell he/she buys a beauty of it. As of Boucheron customer has a strong judgment of a brand as high quality luxury product. Credibility is high and customer see Boucheron as superior, advantageous brand. Brand Judgments Brand judgments focus upon customers` personal opinions and evaluation with regard to brand. This involves how consumer put together all from performance and imagery association to make kind of an evaluation. Boucheron clients evaluate this brand as a high quality luxury brand. Brand Feelings This variable shows emotional response with respect to Boucheron brand. It shows what feelings are evoked by the marketing strategy for the Boucheron and how does it affect feelings about themselves and relationships with others. Customer of Boucheron is for sure status-conscious person. Customers of Boucheron have a unique and warmth feeling about the brand. It can be exciting due to special relationship of beauty and handcraft in brand`s products. Customer feels it is trendy and relates to special status and therefore social approval. Customer feels high security within this brand due to all advantages provided. As Boucheron makes consumer feel better self-respect, pride, fulfillment and accomplishment also occurs. Brand Resonance Final variable of pyramid shows brand relationships with a customer based on Salience, Performance, Imagery, Judgments and Feelings. As for Boucheron even if general awareness is low the behavioral loyalty is very high, customer want to get back to this brand, consequently repeat purchase is possible. Brand loyalty is necessary but not sufficient for resonance to occur. Within Boucheron brand customer is not returning to this brand again due to, for example, scarce of substitutes. Boucheron attained their main goal- strong personal attachment to brand. SWOT ANALISYS FOR BOUCHERON STRENGTH * Masterpiece of design and craftsmanship * Innovative brand Strong reputation (Products have established strong reputation in their field) * Global expansion (Includes significant growth over last 10 years) * Customer service * Control of Quality WEAKNESSES * Extremely high production price (which leads to high product price) * Limited access as distribution is exclusive and limited * Not enough practical promotion and advertising OPPORTUNITIES * Emerging markets * Mix Boucheron styling with some big Fashion Brand like Gucci * C hange of consumer lifestyle (growing demand from young and senior people) THREATS Increasing Quality of Competing Products and Number of those * Importance of counterfeiting COMPETITORS * GRAFF * VAN CLEEF ; ARPELS * PIAGET REFERENCES http://luxurysociety. com/articles/2012/01/the-latest-boutiques-burberry-bally-boucheron http://www. luxury-insider. com/luxury-news/2010/03/boucheron-jewellery-show-at-mandarin-oriental-hk http://en. wikipedia. org/wiki/Boucheron http://www. verybest. com/cat/49/jewelry/235/2/ http://jewelhistory. com/2010/10/27/in-and-around-town/ http://www. mycompanion. cz/en/list/boucheron-paris-boutique Boucheron Luxury Brands Market Research Legend has it that he chose 26 Place Vendome, where Boucheron remains to our days, because it was sunniest corner of this square. He believed that the diamonds in the windows will sparkle all brilliantly. Czar Alexander III was a client, as was his son, the doomed Nicholas II. Her Majesty Queen Elizabeth, the Queen Mother was especially fond of Boucheron tiara which she inherited from Lady Greville, who originally purchased it from the House. Her grand son Prince Charles passed the tiara onto his wife Camille, Duchess of Cornwall as a wedding gift. Queen Elizabeth of England also has a collection of Boucheron jewels as did Wallis Simpson the Duchess of Windsor. American royalty are also collectors of Boucheron creations. Household names like Astors, Vanderbilts and Rockefellers have returned again and again to this jeweler for exceptional pieces of High Jewelry. Actors and artisits have also been fans of Boucheron since it opened its doors 150 years ago. Caroline otero, the temptress known as La Belle Otero, when she was a cabaret dancer at the return of the 19th century was a Boucheron enthusiast as was the famed theater actress Sarah Bernhardt and the writers Oscar Wilde and Marcel Proust. Why film stars including Greta Garbo, Rita Hayworth, Penelope Cruz, Cameron Diaz, Kristin Scott Thomas, Rachel Weisz and Diane Kruger have all come under the Boucheron spell of spectacular creations. TIMELINE: 858- Frederic Boucheron opens his first store in the Galerie de Valois at Palais Royal, during the heyday of the Second Empire. 1866- Boucheron creates its atelier. 1867- Paris Universal Exhibition: Frederic Boucheron wins his first Gold Medal only 9 years after opening his firs boutique. 1878 – Paris Universal Exhibition: The Foliage necklace, a sapphire and diamond set with a central sapphire of 159 carats, created for Mrs. H. Mackay, wins the Grand Prize. 1883- The Russian Prince Felix Yousoupoff purchases a corsage decorated with 6 detachable diamond bows during one of his visits to Paris. 893- Frederic Boucheron moves to 26 Place Vendome in the residence of the Countess of Castiglione. He opens the largest boutique on the square. 1898- Boucheron opens a store in Moscow, later transferred to St. Petersburg in 1911. 1902- Frederic Boucheron dies, his son Louis cucceeds him. 1921- Boucheron is commissioned to make tiara for Lady Greville; it was later given to England`s Queen Elizabeth, the Queen Mother. 1928- Louis Boucheron is asked by the Maharajah of Patiala to Set the stones of his treasure, which are brought to the Place Vendome boutique by the private guards of the Prince. 930- The Shah of Iran asks Louis Boucheron to assess the Imperial Treasure of Persia and issues a decree naming him Official Curator and Guardian of the Treasure. 1959- Louis Boucheron dies, leaving his sons Fred and Gerard in charge of the business. Edith Piaf, the most popular French Singer of her time, purchases a Boucheron watch for the love of her life, Marcel Cerdan. 1962- Fred Boucheron retires, leaving his brother Gerard as head of the establishment. 1970- In the 1970s the best selling snake line was created. 1973- Boucheron`s first boutique opens in Japan. 980- Gerard Boucheron retires and Alain Boucheron becomes a president and General Director. 1988- Boucheron launches its first women`s fragrance in a ring shaped bottle. 1994- Boucheron takes of a new development in the sector of fashion accessories: The Boucheron Eyewear Collection. Boucheron sells to Schweizerhall. 2000- Gucci Group acquires the House of Boucheron. 2002- Boucheron launches the â€Å"Beaute geois† collection. 2003- Boucheron launches the â€Å"Not Bourgeois† collection 2004- Gucci Group is fully acquired by PPR. Jean-Christophe Bedois is appointed CEO. The â€Å"Jaipur† High Jewelry line and the â€Å"Dechainee† collections are launched. 2005- Launch of four new jewelry lines: Trouble, Quatre, Diablotine, Vingt-Six. Boucheron opens its firs boutique in Shanghai and its first flagship in Dubai. The start of the â€Å"Trouble Desir† High Jewelry Collection. 2006- Boucheron and Alexander McQueen collaborates together to create a limited edition Novak bag that incorporates the snake motif of Boucheron`s Trouble line. Boucheron opens its first boutique in Hong Kong and Kuala Lumpur. Launch of the â€Å" Exquises Confinces† line. 008- Boucheron marks its 150th anniversary with a yearlong celebration. CONCEPT AND UNIQUENESS The concept of Boucheron is to appeal to high-end customers who look for something unique in their jewelry. Through meeting target customers standards about design, materials, price and brand Boucheron has created a market for luxury haute couture jewelry. Customers also appreciate the fact that all collections are manufactured in small quantities and that stones of the highest quality are used; in addition to diamonds, also sapphires, amethysts, emeralds, coral, onyx, and jade. We wanted to develop innovative and creative way to introduce our rich heritage and approach to fine jewelry in way that enchants, amazes and amuses. We have a rich history that is beautifully brought alive. † Jean Christophe-Bedos, President, Boucheron The Responsible Jewellery Council (RJC) has announced in 2011 that Boucheron has achieved certification by meeting the ethical, human rights, social and environmental standards as established by the RJC’s Member Certification System. â€Å"RJC warmly congratulates Boucheron on its certification. The successful verification assessment of Boucheron was conducted by Philippe Arnaud from KPMG France, one of the independent third-party auditing firms accredited to the RJC’s Member Certification System† Michael Rae, RJC’s Chief Executive Officer. â€Å"Since 1858, Boucheron has adhered to the highest standards not only in the spectacular designs of its creations but also in upholding its strong ethical code. The RJC certification corresponds to the House’s continued endeavor to embody excellence and responsible business practices both internally and externally; a commitment we share across the PPR Group† Pierre Bouissou, Boucheron’s CEO BUSINESS STRATEGY With the understanding that the conservative way was not an option, Boucheron plays on its long history of rousing the passions of sensual desire. This attitude has driven Boucheron’s design and delicate craftsmanship and resulted in a heritage of enthusiastic stories and myths. Today it could motivate an entirely new approach to the market. The House’s individual legacy sharped a way to connect the new luxury consumer on a essentially more personal, more passionate and less superficial level. Boucheron has formed a marketplace approach that brings many industry innovations – a new service that redefines how the HNWI can experience and enjoy luxury jewelry; an exclusive retail concept that can voyage to the client rather than sit and wait for them; and product idea that raises the craft of the brand to the peak levels of art and business When Boucheron has entered the US market the first element of the strategy was a â€Å"Desir†, a collaboration with the creators of Spiegelworld, that brings alive the rich history of Boucheron in an personal and inspirational 100 year old hall of mirrors. It was launched in New York in August 2008 and was set to benefit from a sellout three-month run at the South Seaport before opening two-year tour of US’s most significant Luxury markets. â€Å"Set in a turn of the fin-de-siecle nightclub, Desir is meeting place for showgirls and soldiers, bejeweled courtesans and maharajahs, a carnival world devoted to the pursuit of beauty, clever seductions and breathtaking displays of acrobatic wonder. It is a sparkling merry-go-round where the last love affair is merely an entree to the next encounter. More than any show in New York I can think of, Desir, with its cavalcade of professional beauties, does inspire thoughts of a time when well-dressed admirers queued up at dressing-room doors bearing gifts of flowers and jewelry. As for me, I’m thinking of coming back with a bouquet of catnip for that charming, fluffy-haired Persian who stopped the show when it walked a tightrope. † Ben Brantley, New York Times. Additionally to the show there was the Boutique Desir, a traveling boutique where, guests can find out Boucheron’s universe and its creations; can touch, try and familiarize themselves with the pieces in a private ambiance. Clients were then invited to the exclusive Bar Vendome, a VIP lounge where they could get pleasure from an memorable evening under the stars. Boucheron chose to launch their products in the BRIC countries as well, which consists of some of the most emerging markets in the world today. Additionally, the Middle East and India are also two extremely important markets for Boucheron, partly due to the strong responsiveness for jewelry. The sales in these countries are larger than in the western countries and the luxury company is exploiting the new wealth of the generations with high luxury awareness and taste. MARKETING MIX Product: Boucheron sells hand-made haute-couture luxury jewelry made from fine materials like gold, platinum, diamonds, emeralds and sapphires. Along with every purchase the buyer receives superior service and is entitled to service which assists users with exclusive services like delivery and customization. One of the Boucheron`s specialties is color. Clients easily can distinguish  Boucheron’s line of jewelry  by its designs. Its signature is visible in the form of motifs like floral, peacock feathers and snakes. Boucheron produces: * Necklaces * Pendants Bracelets * Brooches * Cufflinks * Earrings * Rings * Wedding Jewelry * Watches * Perfumes (18 editions) * Sunglasses Price: Boucheron prices range: Rings from 2. 000 eur up to 30. 000 eur Earrings from 4. 000 eur to 41. 800 eur Necklaces from 12. 000 eur to 1. 000. 000 eur Brooches from 5. 000eur to 10. 400 eur The prices vary with the different collections and the materials that are used in them. Place: Boucheron jewelry is very selectively distributed. It is available at company-owned boutiques and flagship stores like London Jewelers, Goldsmiths, and Colette. They recent store was opened in Doha`s West Bay community in Middle East. In keeping with its global design concept, the space is decorated using its signature aubergine and gold colour palette and affluent wooden decor. The Doha boutique domiciled Boucheron’s iconic most collections, along with a range of exquisite high jeweler’s creations. Boucheron locates its stores in luxury shopping districts, famous â€Å"Golden Triangles† of large metropolitan areas and opens relatively few stores. Today, Boucheron operates more than 50 boutiques and over 100 certified retailers worldwide in addition to an online sales website. The boutiques are, intimate and have a luxury feeling. All sale locations can be found on www. boucheron. fr . Promotion: Boucheron acquires much publicity from sales to celebrities like: * Chanel Iman * Diane Kruger * Natalia Vodianova * Kira Knightley * Julianne Moore * Raquel Zimmermann * Anne Hathaway * Mary-Kate Olsen * Natsha Poly * Lily Donaldson * Salma Hayek * And many others As well Boucheron has collaborated with Vertu. Boucheron launches diverse collections at different times and only makes a certain number of some jewels in order to keep a prestigious image and be a focus for HNWI. Boucheron has an own website for publicity which features product descriptions and prices. Mostly promotion is running in Fashion Magazines like Vogue. POSITIONING Seeking to embody the opulence and grandeur of Parisienne life, Boucheron draws often upon iconic French women, each epitomizing a facet of the golden age, to act as muses in the creation of distinct sets of jewelry. Each woman has its own distinctive way of wearing jewelry, which is the privilege of a woman, but she can vary own excitement strategy. Blink of an eye, the center will become a decorative pattern of brooches, pendants into earrings, necklace, or a deduction into a multifaceted hairpin. Boucheron blends the art of seduction and a charm with a woman`s desire to wear jewelry. Boucheron has positioned itself as the top-of-the-line targeting HNWI. Boucheron achieving this by using only the finest materials to create their products which are all handcrafted ensuring that every product is of perfect quality. Boucheron will launch different collections each featuring different materials and designs which make the collections unique and prestigious; their most expensive line ever was a necklace Julia which cost 800,000eur and Boucheron snake necklace for Maison du Chocolat which costs 900. 000 eur. Boucheron collaborated with VERU luxury mobile phone maker, to extend their success and increase awareness in the luxury product world. Boucheron offers superior and personalized service to its clients, guaranteeing customer satisfaction and loyalty. They also position hemselves by showcasing the celebrities who own their products as an indication that their products are for the rich and famous. Boucheron has flagship stores all over the world in 50 countries however they open relatively few boutiques solely in luxury shopping districts of large cities and thus are considered selectively distributed. Boucheron boutiques are decadent, small, intimate venues which offer personalized service to cli ents wishing to make a purchase. Boucheron house very successfully preserves a prominent image with its ultra-luxurious products and superior service through its positioning. TARGET CONSUMER The Boucheron jewelry is a highly luxurious product, which doubtlessly is made to fit the extremely wealthy population of this world. The main customers are rich and found in the urban areas, who are constantly searching for the extraordinary products. Furthermore, their flagship stores are situated in the finest areas, in order to attract the highly rich international shoppers. CONSUMER-BASED BRAND EQUITY PYRAMID Brand Salience For Boucheron achieving right brand identity involves brand salience. Only richest people are aware of Boucheron because promotion is quite narrow. However their target consumer for sure can recall and recognize this brand. So conclusion here is that Brand salience is more depth than breadth. This basically means that even thou there are not yet many people knowing Boucheron, but those who do, they know all insights of it, can easily remember it and realize what this brand is about. Brand Performance The product itself is at the heart of brand equity, as it is the primary influence of what consumers experience with a brand, what they hear about the brand from others, and what the brand can tell customers about the brand in their communication. Brand Performance relates to the ways in which the product or service attempts to meet customers` functional needs. This is on top level for Boucheron brand. It is crucial to contribute to customers` desires, wants and needs. Boucheron brand highly represents all what their HNWI customers want to have for paying a high price. The product is highly durable; it has distinctive logo, premium pricing and quality handcraft. All customer services provided for clients by Boucheron also attributes to brand`s performance. Brand Imagery Another variable CBBE Pyramid is second type of brand meaning which involves brand imagery. Imagery deals with such a properties of a product, which meets customers` psychological needs. It is more about what people think of it, how they see it. Boucheron imagery is extremely individualistic and stylish. When customer is buying Boucheron cell he/she buys a beauty of it. As of Boucheron customer has a strong judgment of a brand as high quality luxury product. Credibility is high and customer see Boucheron as superior, advantageous brand. Brand Judgments Brand judgments focus upon customers` personal opinions and evaluation with regard to brand. This involves how consumer put together all from performance and imagery association to make kind of an evaluation. Boucheron clients evaluate this brand as a high quality luxury brand. Brand Feelings This variable shows emotional response with respect to Boucheron brand. It shows what feelings are evoked by the marketing strategy for the Boucheron and how does it affect feelings about themselves and relationships with others. Customer of Boucheron is for sure status-conscious person. Customers of Boucheron have a unique and warmth feeling about the brand. It can be exciting due to special relationship of beauty and handcraft in brand`s products. Customer feels it is trendy and relates to special status and therefore social approval. Customer feels high security within this brand due to all advantages provided. As Boucheron makes consumer feel better self-respect, pride, fulfillment and accomplishment also occurs. Brand Resonance Final variable of pyramid shows brand relationships with a customer based on Salience, Performance, Imagery, Judgments and Feelings. As for Boucheron even if general awareness is low the behavioral loyalty is very high, customer want to get back to this brand, consequently repeat purchase is possible. Brand loyalty is necessary but not sufficient for resonance to occur. Within Boucheron brand customer is not returning to this brand again due to, for example, scarce of substitutes. Boucheron attained their main goal- strong personal attachment to brand. SWOT ANALISYS FOR BOUCHERON STRENGTH * Masterpiece of design and craftsmanship * Innovative brand Strong reputation (Products have established strong reputation in their field) * Global expansion (Includes significant growth over last 10 years) * Customer service * Control of Quality WEAKNESSES * Extremely high production price (which leads to high product price) * Limited access as distribution is exclusive and limited * Not enough practical promotion and advertising OPPORTUNITIES * Emerging markets * Mix Boucheron styling with some big Fashion Brand like Gucci * C hange of consumer lifestyle (growing demand from young and senior people) THREATS Increasing Quality of Competing Products and Number of those * Importance of counterfeiting COMPETITORS * GRAFF * VAN CLEEF ; ARPELS * PIAGET REFERENCES http://luxurysociety. com/articles/2012/01/the-latest-boutiques-burberry-bally-boucheron http://www. luxury-insider. com/luxury-news/2010/03/boucheron-jewellery-show-at-mandarin-oriental-hk http://en. wikipedia. org/wiki/Boucheron http://www. verybest. com/cat/49/jewelry/235/2/ http://jewelhistory. com/2010/10/27/in-and-around-town/ http://www. mycompanion. cz/en/list/boucheron-paris-boutique

Developments of China and Europe Essay Example | Topics and Well Written Essays - 1000 words

Developments of China and Europe - Essay Example If we analyse the history of Europe, it will come to our notice that Europe has been defined and redefined from time to time and its identity changed with the overall historical periods. (Hudson 2000). For example, a Europe of Middle Ages is different than the Europe during the industrial revolution similarly, if we assess the rise and fall of China, we will observe the same patterns in its history. Development of China also took place in a very strange and somewhat unusual manner because it flourished along the yellow river and in various city states. This simultaneous development of cities within Chinese civilization provided it necessary uniqueness in terms of its evaluation as one of the most important civilizations of the world. The era during 200-800 A.D. in Europe started with the rise of Roma as the center of world civilization. From 753 BC to AD 337, Roma or Rome dominated the European history and brought up one of the most important civilizations of the world which laid the foundations for later moderation that took place during that period. One of the most important aspects of this period was the development of political institutions in the Europe and as such modern foundations of democracy as the most preferred method of governance was laid down. (Davies 1996). On the other hand, in China, first 100 years i.e. 100 AD were marked with the invention of paper and its mass scale production was started under the direction of Cai Lun. Similarly, Buddhism also started to make inroads into the Chinese culture as missionaries of Buddhism started to gain significant influence within the Chinese society. (Ebrey 1999). If we compare the initial period of the history in these two regions, we will come to a conclusion that the both the regions were parallel to each other in terms of religious development because at one hand, Buddhism was gaining control in Chinese society in the first

Lawrence v. Texas Essay Example | Topics and Well Written Essays - 1250 words

Lawrence v. Texas - Essay Example Many other reasons were given for declaring the statute illegal, but the second main issue for doing so was the fact that should the â€Å"deviant sex† be taking place between two consenting adults, and not involving minor children, public conduct, and/or prostitution, then it was not for the Court to â€Å"define the meaning of the relationship or to set its boundaries absent injury to a person or abuse of an institution the law protects† (6). The majority went on to say that, for the most part, adults could be trusted to enter into relationships of their own free will, as well as to consent to the type of sexual activity that would take place in them. Though this was a decidedly main issue, it can be said that it goes back to the first main issue, which was that adults, as adults, had a right to do what they wanted in their own homes, free from fear of punishment.  Central to the majority opinion was a previous case, Bowers v. Hardwick, decided in the opposite manne r of Lawrence v. Texas. In Bowers v. Hardwick, the laws were upheld, and sodomy was declared to be an illegal act. The majority of Lawrence v. Texas declared that the reasoning behind the decision made to be flawed, as the Court did not â€Å"appreciate the extent of the liberty at stake† (6). What the Court failed to consider was that, again, the case was about consensual acts private to a relationship, again taking place in the privacy of a home, and not in public view. They also, again, did not involve minors. Therefore, according to the majority opinion.... Though this was a decidedly main issue, it can be said that it goes back to the first main issue, which was that adults, as adults, had a right to do what they wanted in their own homes, free from fear of punishment. Central to the majority opinion was a previous case, Bowers v. Hardwick, decided in the opposite manner of Lawrence v. Texas. In Bowers v. Hardwick, the laws were upheld, and sodomy was declared to be an illegal act. The majority of Lawrence v. Texas declared that the reasoning behind the decision made to be flawed, as the Court did not â€Å"appreciate the extent of the liberty at stake† (6). What the Court failed to consider was that, again, the case was about consensual acts private to a relationship, again taking place in the privacy of a home, and not in public view. They also, again, did not involve minors. Therefore, according to the majority opinion, Bowers v. Hardwick should not have been allowed to uphold the laws in the first place, as individual libert ies were being infringed upon. From the remarks made, it can be concluded that Lawrence v. Texas was simply correcting a wrong, and doing what Bowers v. Hardwick should have done in the first place, which was to declare sodomy the natural act of a relationship, and not something dirty and illegal. There were those on the Supreme Court that disagreed with the majority opinion, chief among them Justice Scalia and Justice Thomas. Their reasoning was separately made in their dissents, with Justice Scalia having the longer of the two. Justice Thomas kept it brief, mainly stating that while he concurred with the fact that the law was â€Å"uncommonly silly† as it was

Disaster & Emergency Planning Essay Example | Topics and Well Written Essays - 2500 words

Disaster & Emergency Planning - Essay Example Basically, in the times of emergencies, cooperation between different response agencies and the general public together becomes very important. The principle of information sharing would help the community and the response agencies to prepare in advance. The local responders should be given the duty of regular risk assessment. The risks can vary from flooding, storm, etc. to terrorist attacks and chemical accidents. During and after the disaster, business continuity becomes a key issue and the stakeholders involved should focus on it. Advice and assistance to business and voluntary organizations become important together with monitoring and enforcement (Schneid & Collins, 2001).In the UK, the Civil Contingencies Act (CCA) 2004 provides an important framework based on the principles of emergency planning. Emergency planning must involve a consistent level of civil protection activity based on the synchronization of the Category 1 and 2 responders. The framework provided by the Act doe s not aim to change the ways of civil protection radically. Instead, it provides that the emergency planning should be based on the existing processes and systems. The framework provides a common platform to the decentralized functionary of local responders who would act according to the local circumstances during a disaster. The Integrated Emergency Management (IEM) under the framework of CCA 2004 finally comprises of six activities: anticipation, assessment, prevention, preparation, response, and recovery. and recovery. (HM Government, 2005) However, it is still needed that the principles of emergency planning be more dynamic to address the problems of our social systems which are becoming more complex with the lapse of time. Interaction between public and response agencies should be steadily increased. Strategy for Communicating Risks The CCA 2004 provides clear directive that the response agencies should be agile enough to improve the community behaviour in the face of a disaste r. The responders must communicate the risks and provide accurate information to the community in time. There should be a warning and information system at the local level within the framework of CCA 2004. The duty

In Fighting Obesity, are Calories, Carbohydrates or Fat Grams the Research Paper

In Fighting Obesity, are Calories, Carbohydrates or Fat Grams the Enemy - Research Paper Example population (Dietz, 2009). Research studies reveal that obesity is found to be associated with numerous chronic health states counting diabetes, stroke, heart diseases, high blood pressure (Glied, 2003). The number is increasing constantly and thereby obesity does not come alone but in association with other chronic conditions, radically enhancing the cost of healthcare. In order to afford the essential therapeutic concern and management, it requires to deal with comorbid states, resulting in the financial burden on the nation as well as deficit in upcoming healthcare endowment. Besides, an augmenting demands of health care facilities is observed, hence a complicated situation is portrayed. A more wide-ranging interdisciplinary research is required to have an insight to understand the situation (Glied, 2003). As obesity has emerged as an issue that is engulfing the well-being of individuals of the present epoch and is rising as an epidemic in the United States of America. The incidenc e of obesity amongst adults has become two fold in past couple of decades intensifying the health concern and related issues of the inhabitants (Flegal, 2010). Obesity condenses eminence of life, enhances the probability of untimely death, augments the jeopardy for numerous persistent diseases, related to heart such as coronary heart disease, hypertension, other related disorders like high cholesterol levels, sleep apnea, overweight resulting in orthopaedic problems, early signs of puberty in case of obese kids, reduced life expectancy, stroke, obesity enhances the possibilities of witnessing Type 2 diabetes, elevated BMI, cancer, arthritis, metabolic disorders and other related anomalies (US Department of Health and Human Services: The Surgeon General’s Call to Action to Prevent and Decrease Obesity). Obesity not only brings concern about health, but it adds to the financial burden too. Obesity augments the health care costs. Estimates reveal that obesity accounts for approx imately 10% of yearly medical expenses, increasing the obesity-associated medical costs to $147 billion in 2008 (Finkelstein. 2009). Obesity has reached an alarming position in USA, and two well distinguished categories have been demonstrated namely obese and extreme obese. Findings disclose that over one-third adults of United States are found to be obese during the year 2007–2008 (Flegal, 2010). According to The National Health and Nutrition Examination Survey (NHANES), the incidence of obesity in the United States could be estimated by means of data for height to weight ratio. The prevalence rate of obesity displays that there was a steady increase in obesity equally in both the sexes belonging to all ages from 1976 -1980 to 1988-1994. On the other hand, the trend in obesity augmentation between 1988-1994 and 1999-2000 was significant in other ages except for the males belonging to the age between 40 to 59 years. While data analysis from 2001-2002 to 2003-2004 recommended escalating trends since 1999-2000 in males and not in females (Ogden, 2006).? Obesity trends also varies between the ethnic and racial communal groups which is displayed by means of BMI, a helpful tool to measure obesity for the examination and comparison of the obesity and to procure data in a standard format across the world as BMI indicates the percentage of body fat (Bouchard, 2008). Causes of Obesity As described by Glied,

SPSS analysis description Research Paper Example | Topics and Well Written Essays - 750 words

SPSS analysis description - Research Paper Example lso known as engineered wood, DIY composite wood includes an extensive range of derivative wood products manufactured by binding or fixation of strands, particles, fibers, or veneers (boards of wood), with adhesives, or other fixation methods in order to form composite materials. The products are engineered to match specific design specifications that are tested in order to meet national/international standards. The products are used in a range of applications, including, home construction, commercial construction and industrial products. Further, the products are usable for beams and joists which have replace steel in several construction projects. Composite products have a lengthy history of provision of safe and comfortable shelters. Over the last 60 years, development of gluing, connection as well as grading technology has produced new engineered wood products which extend even beyond possibilities for construction of wood. Estimates indicate that more than 90% of existing houses in North America are made of composite materials1. In this area, duplexes, row houses as well as three-story apartments, approximately 85% of are made of wood frames. Additionally, most of the low-rise commercial buildings are made from wooden products. DIY wooden products open new possibilities for use of wood in more such buildings, thanks to their increased span capability as well as performance characteristics2. Conventionally, the products are made from hardwoods and softwoods similar to the ones inn lumber manufacture. Sawmill scraps as well as other wood waste can be used in engineered wood comprised of wood particles/fibers, although whole logs are typically used for veneers, including plywood, MDF and particle board3. Existing literature suggest that such composite materials combined with other materials are subject to adoption of multiple safety measures throughout their entire manufacturing processes. Such precautionary measures are important in mitigation of probable

Tea Essay Example | Topics and Well Written Essays - 750 words

Tea - Essay Example Tea is a popular beverage manufactured from the leaves of a plant known in Latin as Camellia sinesis. As the old folks in the tea industry used to call it, some still refer to it by its now outmoded name â€Å"Thea sinensis†. The now popular name for tea, â€Å"Chai†, originated from Persian â€Å"chay† and spread to other parts of the world. Well, take little focus on that tongue irritating phrase and focus on the pot’s content, delicious! Tea is a mild stimulant. Its stimulating effect is associated with caffeine as one of its main components. It caffeine content is lower than that of coffee but exceeds that in cocoa. It also contains small amounts of tannic compounds referred to as polyphenols. It is these tannin compounds that tea its flavor, which makes it one of the most cherished beverages in the world. Talking of tannic, the mind will often focus on leather, a good but blind wild guess. Tannic compounds in tea refer to elements such as vitamin A, B2, C, D, K and P and numerous minerals together with scented oils. The tannic compounds also give the beverage its color and dryness. Tea plant is believed to have originated from East and South Asia. Despite numerous tales on the initial use of tea as a beverage, not a single person is absolutely sure of the claims. Many people believe that China is the first country where tea was initially taken as a beverage before spreading to other nations. Classification of tea is based on their mode of processing. Some popular categories of tea include white, green, oolong and black tea among others. After picking tea leaves, they are dried and fermented, a process that leads to darkening of the leaves. For black tea, the fermented leaves are heated at a suitable temperature. In most occasions, the processed tea is blended to obtain better flavor and quality to fetch higher prices in the market. Blending conceals varieties with low taste and hooks the consumer to the brands. Catherine, Charles II’s wife

English paper Essay Example | Topics and Well Written Essays - 500 words

English paper - Essay Example It showed how only a few privileged people can control the entire financial resources in a country with a capitalist structure. The sharks and the lambs of the stock market have been given human shapes and the movie shows how they let their lives be controlled with the single passion of becoming richer by the hour, with greed being described as a virtue in the big bad world of a capitalist society. The movie also shows how inner conscience can assist a person from doing the right thing when confronted with moral decisions. The Wall Street is the location of the New York Stock exchange which is the world’s leading hub of business activity where stocks are bought and sold and is an enigma for the common man inciting fear and awe among the uninitiated. Common people fail to understand the intricacy of markets and the way big business operates. The movie entitled ‘Wall Street’ was therefore the best way to introduce the common man to the intricacies of the business wo rld. It shows how ambition and greed can make a person a mere pawn in the juggernaut known as the stock market. Personal life takes a toll when a person gets involved in the highly demanding and competitive environment leaving no room for human desires and pleasures. Every facet of human values acquires a financial angle.

The AKA language was protected from outside influence Essay Example for Free

The AKA language was protected from outside influence Essay The writer started his article by describing a group of people called Tuvans, who lives in a remote area in the Republic of Tuva, in Russian Federation. The importance of this group came from the fact that they are speaking Tuvan, a language consider by linguists to be among a group of languages that are considered to be on the edge of extinction because of the low numbers of people that speak it. The earth population speak approximately 7000 languages. Tuvan is among the 3500 small languages that are spoken only by 8. 25 million people in the entire world, which is a very low fraction of the seven billion people who inhabit the earth. On the other hand, seventy eight percent of the earth population are speaking only 85 languages, Mandarin, Spanish, and English are among the top spoken languages on the globe. Linguist predicted that in the next century almost half of the spoken languages may vanish, and at this point more than 1000 languages are considered on the extinction. The writer mentioned the reasons that lead to this languages dilemma. He mentioned the effect of the dominant languages, that controls communications and commerce, on the small one that do not have any defense mechanism, like television or currency, to protect its existence. Because of that the people of Tuva must speak Russian or Chinese if they want to stay in contact with the outside world. The writer then mentioned another endangered languages known as AKA, the native language of AKA people in Plaizi a small village in India. The writer describe its people as a very self-dependent people that produce everything they need in their daily life. The AKA language was protected from outside influence because of the location of the village that makes it very difficult for outsiders to reach it. The authors then described two trends in the field of linguistics. The first one is based on the theory of Noam Chomsky who mentioned that all languages came from one single origin which is fixed in the human genes. The second trend is the increase interest in small endangered languages around the world, and how the field linguists are interested in idiosyncrasies that distinguish each language from the others and the cultural effects on it. There are 85 percent of the needs to be documented in order to understand it, and the main reason for this documentation comes from the fact that each language contains unique human experiences that reveals many aspects of life . The writer declared very important point regarding the loss of any language. His main idea was based on the fact that every language contains a valuable information about the culture and the knowledge that accumulated from generation to generation in this culture. The author gave us another example of vanishing languages which is the Cmiique Itiom, a language used by the Seri in Mexico and how their language contains the knowledge that is important for all humans. Cmiique Itiom managed to preserved its original form without any outside interference . The Seri managed to keep their language untouched mainly because their hostility to the outsiders. Even the modern commodities likes cars the Seri managed to bring it to their culture but they used for it a unique names that merged from their own language so they never used there Spanish names. The writer mentioned a way to preserved the vanishing languages which is to: â€Å"†¦ enshrine it in writing and compile a dictionary. †. He gave an examples for linguists that worked in those kind of projects like David Harrison and Greg Anderson who compiled the first Tuvan- English dictionary. Also, Steve and Cathay Marlett who worked to finish Cmiique Itiom dictionary, but the writer mentioned very important point which is stated in page 86 : â€Å"But saving a language is not something linguists can accomplish, because salvation must come from within. †. The salvation must come from the people who are using this language by teaching it to the next generation, and also by using dictionaries and books to preserve it and keeping it active as long there is something to speak about it. Writer Choices The writer starts his article by using a story as a hook for the readers, to grab their attention for the rest of the article, and he kept telling the readers different stories about the people he met during his travel. The writer also used creative language ,like figurative language which includes metaphor in many places in the article, and he also used compare and contrast in many other places . Numbers was used by the writers to support his main idea, he mentioned a specific numbers related to the languages in the first page. Visuals aid had been used by the writer to illustrate the subject of his article in a very professional way, yet it was very simple and effective, we can see that from the beautiful pictures for all the people that he met during his trip. Reflection on the Reading Process I found the article hard to read at the beginning, but after using SQ4R and reading the article in class for many times it became much easier for me to understand, and this make the whole process of reading very interesting. The language used not always clear, with difficult word as shown below: Nomadic: roaming about from place to place aimlessly, frequently, or without a fixed pattern of movement. Proselytize: to try to persuade people to join a religion, cause, or group. Dwindle: to gradually become smaller. Thatch: to make (a roof) with dried plant material (called thatch). Supplant: to supersede (another) especially by force or treachery. Atelier: a room where an artist works. Propitious: likely to have or produce good results. Reading process included: Skimming and Skamming ,summarize the article and annotate the key points in it, and SQ4R. Reaction Languages is the soul of human civilizations. The connection between the two of them is very similar to the relationship between human soul and body because without the sole the body will surely collapse because humans need their soul to drive the physical body and to keep him from perishing. In contrast, language plays the same role in people collective awareness about their on existence in the society and culture. Language is the invisible glue that hold the culture pieces together, and without this glue everything will collapse. It’s the strong foundation that up hold the society structures and grant it the strength to resist any outside threats. Why the language is so important? Because it’s the memory of the society. This memory is the experiences and knowledge that transferred from generation to generation until it reached this point in time, and no it will very hard to live without our memories. Losing any language would be similar to someone who lost his own memory. The only thing he can do is to embrace a new experiences and knowledge, and to start accumulating new memories about his new life. Unfortunately, it is the same thing for languages, when the people abandon their own language in favor for new ones they will lose their cultural experiences and knowledge. They will eventually lose their own identity that distinguished them from the rest of humans. Finally, losing any language on earth would be a lost for humanity in general because we will lose our diversity that make life on earth interesting . I think life with one color would be very tedious, and for life to be interesting it should contain whole spectrum of color. Spinoff Topics One of the spinoff topics would be a to study the individuals that abandon their own language and how they adopt with their new languages and cultures.

Automobile Scenario of India Essay Example for Free

Automobile Scenario of India Essay The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 17. 5 million vehicles (including 2 wheeled and 4 wheeled) and exports about 2. 33 million every year. It is the worlds second largest manufacturer of motorcycles, with annual sales exceeding 8. 5 million in 2009. Indias passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 3. 7 million units in 2010. According to recent reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the world, growing 16-18 per cent to sell around three million units in the course of 2011-12 In 2009, India emerged as Asias fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. As of 2010, India is home to 40 million passenger vehicles and more than 3. 7 million automotive vehicles were produced in India in 2010 (an increase of 33. 9%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual car sales are projected to increase up to 5 million vehicles by 2015 and more than 9 million by 2020. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nations roads. The dominant products of the industry are two wheelers with a market share of over 75% and passenger cars with a market share of about 16%. Commercial vehicles and three wheelers share about 9% of the market between them. About 91% of the vehicles sold are used by households and only about 9% for commercial purposes. The industry has attained a turnover of more than USD 35 billion and provides direct and indirect employment to over 13 million people. The supply chain of this industry in India is very similar to the supply chain of the automotive industry in Europe and America. This may present its own set of opportunities and threats. The orders of the industry arise from the bottom of the supply chain i. e. , from the consumers and go through the automakers and climbs up until the third tier suppliers. However the products, as channeled in every traditional automotive industry, flow from the top of the supply chain to reach the consumers. Interestingly, the level of trade exports in this sector in India has been medium and imports have been low. However, this is rapidly changing and both exports and imports are increasing. The demand determinants of the industry are factors like affordability, product innovation, infrastructure and price of fuel. Also, the basis of competition in the sector is high and increasing, and its life cycle stage is growth. With a rapidly growing middle class, all the advantages of this sector in India are yet to be leveraged. Note that, with a high cost of developing production facilities, limited accessibility to new technology and soaring competition, the barriers to enter the Indian Automotive sector are high. On the other hand, India has a well-developed tax structure. The power to levy taxes and duties is distributed among the three tiers of Government. The cost structure of the industry is fairly traditional, but the profitability of motor vehicle manufacturers has been rising over the past five years. Major players, like Tata Motors and Maruti Suzuki have material cost of about 80% but are recording profits after tax of about 6% to 11%. The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Investment in the technology by the producers has been high. System-suppliers of integrated components and sub-systems have become the order of the day. However, further investment in new technologies will help the industry be more competitive. Over the past few years, the industry has been volatile. Currently, India’s increasing per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise and competitiveness of the industry. Tata Motors is leading the commercial vehicle segment with a market share of about 64%. Maruti Suzuki is leading the passenger vehicle segment with a market share of 46%. [18] Hyundai Motor India and Mahindra and Mahindra are focusing expanding their footprint in the overseas market. Hero Honda Motors is occupying over 41% and sharing 26%[18] of the two wheeler market in India with Bajaj Auto. Bajaj Auto in itself is occupying about 58% of the three wheeler market. Consumers are very important of the survival of the Motor Vehicle manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars. Steel is the major input used by manufacturers and the rise in price of steel is putting a cost pressure on manufacturers and cost is getting transferred to the end consumer. The price of oil and petrol affect the driving habits of consumers and the type of car they buy. The key to success in the industry is to improve labour productivity, labour flexibility, and capital efficiency. Having quality manpower, infrastructure improvements, and raw material availability also play a major role. Access to latest and most efficient technology and techniques will bring competitive advantage to the major players. Utilising manufacturing plants to optimum level and understanding implications from the government policies are the essentials in the Automotive Industry of India. Both, Industry and Indian Government are obligated to intervene the Indian Automotive industry. The Indian government should facilitate infrastructure creation, create favourable and predictable business environment, attract investment and promote research and development. The role of Industry will primarily be in designing and manufacturing products of world-class quality establishing cost competitiveness and improving productivity in labour and in capital. With a combined effort, the Indian Automotive industry will emerge as the destination of choice in the world for design and manufacturing of automobiles. History The first car ran on Indias roads in 1897. Until the 1930s, cars were imported directly, but in very small numbers. Embryonic automotive industry emerged in India in the 1940s. Mahindra Mahindra was established by two brothers as a trading company in 1945, and began assembly of Jeep CJ-3A utility vehicles under license from Willys The Company soon branched out into the manufacture of light commercial vehicles (LCVs) and agricultural tractors. Following the independence, in 1947, the Government of India and the private sector launched efforts to create an automotive component manufacturing industry to supply to the automobile industry. However, the growth was relatively slow in the 1950s and 1960s due to nationalisation and the license raj which hampered the Indian private sector. After 1970, the automotive industry started to grow, but the growth was mainly driven by tractors, commercial vehicles and scooters. Cars were still a major luxury. Japanese manufacturers entered the Indian market ultimately leading to the establishment of Maruti Udyog. A number of foreign firms initiated joint ventures with Indian companies. In the 1980s, a number of Japanese manufacturers launched joint-ventures for building motorcycles and light commercial-vehicles. It was at this time that the Indian government chose Suzuki for its joint-venture to manufacture small cars. Following the economic liberalisation in 1991 and the gradual weakening of the license raj, a number of Indian and multi-national car companies launched operations. Since then, automotive component and automobile manufacturing growth has accelerated to meet domestic and export demands. [21] Following economic liberalization in India in 1991, the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki and Mahindra and Mahindra, expanded their domestic and international operations. Indias robust economic growth led to the further expansion of its domestic automobile market which has attracted significant India-specific investment by multinational automobile manufacturers. [22] In February 2009, monthly sales of passenger cars in India exceeded 100,000 units[23] and has since grown rapidly to a record monthly high of 182,992 units in October 2009. [24] Objectives of study: Since the Auto Component industry is growing substantially, it is very important to know and identify how the industry is growing and creating its own place in the industrial sector helping the economy to grow. So the objectives of the study are: 1. To understand and analyse the current status of Indian Automobile Industry. 2. To Analyse the trends in the automobile industry in India. 3. To study the growth potential and challenges faced by automobile industry in India. Market and its Growth. The automotive industry of India is categorized into passenger cars, two wheelers, commercial vehicles and three wheelers, with two wheelers dominating the market. More than 75% of the vehicles sold are two wheelers. Nearly 59% of these two wheelers sold were motorcycles and about 12% were scooters. Mopeds occupy a small portion in the two wheeler market however; electric two wheelers are yet to penetrate. The passenger vehicles are further categorized into passenger cars, utility vehicles and multi-purpose vehicles. All sedan, hatchback, station wagon and sports cars fall under passenger cars. Tata Nano, is the world’s cheapest passenger car, manufactured by Tata Motors a leading automaker of India. Multi-purpose vehicles or people-carriers are similar in shape to a van and are taller than a sedan, hatchback or a station wagon, and are designed for maximum interior room. Utility vehicles are designed for specific tasks. The passenger vehicles manufacturing account for about 15% of the market in India. Commercial vehicles are categorized into heavy, medium and light. They account for about 5% of the market. Three wheelers are categorized into passenger carriers and goods carriers. Three wheelers account for about 4% of the market in India. Domestic Market Share for 2010-11(%)| Passenger Vehicles| 16. 25| Commercial Vehicles| 4. 36| Three Wheelers| 3. 39| Two Wheelers| 76. 00| Source: Society of Indian Automotive Manufacturing (SIAM) GROSS TURNOVER OF THE AUTOMOBILEINDUSTRY IN INDIA| Year| (IN USD MILLION)| 2004-05| 20,896| 2005-06| 27,011| 2006-07| 34,285| 2007-08| 36,612| 2008-09| 38,238| The production of automobiles has greatly increased in the last decade. Automobile Production. Automobile Production Trends (Number of Vehicles)| Category| 2004-05| 2005-06| 2006-07| 2007-08| 2008-09| 2009-10| 2010-11| Passenger Vehicles| 1,209,876| 1,309,300| 1,545,223| 1,777,583| 1,838,593| 2,357,411 | 2,987,296 | Commercial Vehicles| 353,703| 391,083| 519,982| 549,006| 416,870| 567,556 | 752,735 | Three Wheelers| 374,445| 434,423| 556,126| 500,660| 497,020| 619,194 | 799,553 | Two Wheelers| 6,529,829| 7,608,697| 8,466,666| 8,026,681| 8,419,792| 10,512,903 | 13,376,451 | Grand Total| 8,467,853| 9,743,503| 11,087,997| 10,853,930| 11,172,275| 14,057,064 | 17,916,035 | Automobile Sales. Automobile Domestic Sales Trends(Number of Vehicles)| Category| 2004-05| 2005-06| 2006-07| 2007-08| 2008-09| 2009-10| 2010-11| Passenger Vehicles| 1,061,572| 1,143,076| 1,379,979| 1,549,882| 1,552,703| 1,951,333 | 2,520,421 | Commercial Vehicles| 318,430| 351,041| 467,765| 490,494| 384,194| 532,721 | 676,408 | Three Wheelers| 307,862| 359,920| 403,910| 364,781| 349,727| 440,392 | 526,022 | Two Wheelers| 6,209,765| 7,052,391| 7,872,334| 7,249,278| 7,437,619| 9,370,951 | 11,790,305 | Grand Total| 7,897,629| 8,906,428| 10,123,988| 9,654,435| 9,724,243| 12,295,397 | 15,513,156 |. Automobile Exports Automobile Exports Trends(Number of Vehicles)| Category| 2004-05| 2005-06| 2006-07| 2007-08| 2008-09| 2009-10| 2010-11| Passenger Vehicles| 166,402| 175,572| 198,452| 218,401| 335,729| 446,145 | 453,479 | Commercial Vehicles| 29,940| 40,600| 49,537| 58,994| 42,625| 45,009 | 76,297 | Three Wheelers| 66,795| 76,881| 143,896| 141,225| 148,066| 173,214 | 269,967 | Two Wheelers| 366,407| 513,169| 619,644| 819,713| 1,004,174| 1,140,058 | 1,539,590 | Grand Total| 629,544| 806,222| 1,011,529| 1,238,333| 1,530,594| 1,804,426 | 2,339,333 | Supply Chain of Automobile Industry. The supply chain of automotive industry in India is very similar to the supply chain of the automotive industry in Europe and America. The orders of the industry arise from the bottom of the supply chain i. e. , from the consumers and go through the automakers and climbs up until the third tier suppliers. However the products, as channelled in every traditional automotive industry, flow from the top of the supply chain to reach the consumers. Automakers in India are the key to the supply chain and are responsible for the products and innovation in the industry. The description and the role of each of the contributors to the supply chain are discussed below. Third Tier Suppliers: These companies provide basic products like rubber, glass, steel, plastic and aluminium to the second tier suppliers. Second Tier Suppliers: These companies design vehicle systems or bodies for First Tier Suppliers and OEMs( Original Equipment Manufacturers). They work on designs provided by the first tier suppliers or OEMs. They also provide engineering resources for detailed designs. Some of their services may include welding, fabrication, shearing, bending etc. First Tier Suppliers: These companies provide major systems directly to assemblers. These companies have global coverage, in order to follow their customers to various locations around the world. They design and innovate in order to provide â€Å"black-box† solutions for the requirements of their customers. Black-box solutions are solutions created by suppliers using their own technology to meet the performance and interface requirements set by assemblers. First tier suppliers are responsible not only for the assembly of parts into complete units like dashboard, breaks-axel-suspension, seats, or cockpit but also for the management of second-tier suppliers. Automakers/Vehicle Manufacturers/Original Equipment Manufacturers (OEMs): After researching consumers’ wants and needs, automakers begin designing models which are tailored to consumers’ demands. The design process normally takes five years. These companies have manufacturing units where engines are manufactured and parts supplied by first tier suppliers and second tier suppliers are assembled. Automakers are the key to the supply chain of the automotive industry. Examples of these companies are Tata Motors, Maruti Suzuki, Toyota, and Honda. Innovation, design capability and branding are the main focus of these companies. Dealers: Once the vehicles are ready they are shipped to the regional branch and from there, to the authorised dealers of the companies. The dealers then sell the vehicles to the end customers. Parts and Accessory: These companies provide products like tires, windshields, and air bags etc. to automakers and dealers or directly to customers. Service Providers: Some of the services to the customers include servicing of vehicles, repairing parts, or financing of vehicles. Many dealers provide these services but, customers can also choose to go to independent service providers. Indian automotive companies †¢Chinkara Motors: Beachster, Hammer, Roadster 1. 8S, Rockster, Jeepster, Sailster †¢Hindustan Motors: Ambassador †¢ICML: Rhino Rx †¢Mahindra: Major, Xylo, Scorpio, Bolero, Thar, Verito, Genio †¢Premier Automobiles Limited: Sigma, RiO †¢San Motors: Storm Tata Motors: Nano, Indica, Indica Vista, Indigo, Indigo Manza, Indigo CS, Sumo, Venture, Safari, Xenon, Aria. Foreign automotive companies in India Vehicles manufactured or assembled in India †¢BMW India: 3 Series, 5 Series, X1. †¢Fiat India (in collaboration with Tata Motors): Grande Punto, Linea. †¢Ford India: Figo, Ikon, Fiesta, Endeavour. †¢General Motors India †¢Chevrolet: Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera. †¢Honda Siel: Jazz, City, Civic, Accord. †¢Hyundai Motor India:Santro, i10, i20, Accent, Verna Transform, Sonata Transform. †¢Land Rover:Freelander 2 †¢Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Versa, Eeco, Gypsy. †¢Mercedes-Benz India: C-Class, E-Class. †¢Mitsubishi[80] (in collaboration with Hindustan Motors): Lancer, Lancer Cedia, Pajero †¢Nissan Motor India: Micra. †¢Renault India:Fluence †¢Toyota Kirloskar: Etios, Corolla, Innova. †¢Volkswagen Group Sales India: †¢Audi India: A4, A6, Q5. †¢Skoda Auto India: Fabia, Laura, Superb, Yeti. †¢Volkswagen India: Polo, Vento, Jetta, Passat. Opel was present in India until 2006. As of 2011, Opel only provides spare parts and vehicle servicing to existing Opel vehicle owners. Vehicles brought into India as CBUs †¢Aston Martin: Vantage, Rapide, Virage, DB9, DBS, One-77. †¢Audi: A7, A8, S4, S6, S8, Q7, TT, R8, RS5. †¢Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur, Mulsanne. †¢BMW: 5 Series GT, 6 Series, 7 Series, X3, X5, X6, X6 M, M3, M5, M6 and Z4. †¢Bugatti: Veyron. †¢Chevrolet: Captiva. †¢Ferrari: California, 458 Italia, 599 GTB Fiorano, FF. †¢Fiat: 500, Bravo. †¢General Motors: Hummer H2, Hummer H3. †¢Honda: Civic Hybrid, CR-V. †¢Hyundai: Santa Fe. †¢Jaguar: XF, XJ, XK. †¢Koenigsegg: CCX, CCXR, Agera. †¢Lamborghini: Gallardo, Murcielago. †¢Land Rover: Discovery 4, Range Rover, Range Rover Sport. †¢Maserat: Quattroporte, GranTurismo, GranCabrio. †¢Maybach: 57 and 62. †¢Mercedes-Benz: CL-Class, GL-Class, M-Class, R-Class, CLS-Class, S-Class, SL-Class, SLK-Class, Viano, G-Class, SLS. †¢Mitsubishi: Montero, Outlander, Evo X. †¢Nissan: Teana, X-Trail, 370Z, GT-R. †¢Porsche: 997, Boxster, Panamera, Cayman, Cayenne, Carrera GT. †¢Rolls Royce: Ghost, Phantom, Phantom Coupe, Phantom Drophead Coupe. †¢Skoda: Yeti, Superb. †¢Suzuki: Grand Vitara, Kizashi. †¢Toyota: Prius, Camry, Fortuner*, Land Cruiser, Land Cruiser Prado. †¢Volkswagen: Beetle, Tiguan, Touareg, Phaeton. †¢Volvo: S60, S80, XC60, XC90. *Toyota Fortuner is imported as a CKD kit from Toyota Motor Thailand Commercial vehicle manufacturers in India Indian brands †¢Force †¢Hindustan Motors †¢Premier †¢Tata †¢AMW †¢Eicher Motors Joint Venture Brands †¢VE Commercial Vehicles Limited VE Commercial Vehicles limited A JV between Volvo Groups Eicher Motors Limited. †¢Ashok Leyland- originally a JV between Ashok Motors and Leyland Motors, now 51% owned by Hinduja Group †¢Mahindra Navistar a 51:49 JV between Mahindra Group and Navistar International †¢Swaraj Mazda originally a JV between Punjab Tractors and Mazda, now 53. 5% owned by Sumitomo Group †¢Kamaz Vectra A JV between Russias KaMAZ and the Vectra Group Foreign brands †¢Volvo †¢Tatra. †¢MAN as a JV with Force Motors, makes MAN Trucks in India †¢Mercedes-Benz sells luxury buses in India †¢Daimler AG manufactures BharatBenz, a brand of trucks based on the Fuso and the Mercedes Benz truck platforms, which Daimler AG owns †¢Scania †¢Iveco †¢Hino †¢Isuzu †¢Piaggio †¢Caterpillar Inc. Electric car manufacturers in India †¢Ajanta Group †¢Mahindra †¢Hero Electric †¢REVA †¢Tara International †¢Tata Opel was present in India until 2006. As of 2011, Opel only provides spare parts and vehicle servicing to existing Opel vehicle owners.. *Toyota Fortuner is imported as a CKD kit from Toyota Motor Thailand. Market Characteristics Market Size The Indian Automotive Industry after de-licensing in July 1991 has grown at a spectacular rate on an average of 17% for last few years. The industry has attained a turnover of USD 35. 8 billion, (INR 165,000 crores) and an investment of USD 10. 9 billion. The industry has provided direct and indirect employment to 13. 1 million people. Automobile industry is currently contributing about 5% of the total GDP of India. India’s current GDP is about USD 650 billion and is expected to grow to USD 1,390 billion by 2016. The projected size in 2016 of the Indian automotive industry varies between USD 122 billion and UDS 159 billion including USD 35 billion in exports. This translates into a contribution of 10% to 11% towards India’s GDP by 2016, which is more than double the current contribution. Demand Determinants Determinants of demand for this industry include vehicle prices (which are determined largely by wage, material and equipment costs) and exchange rates, preferences, the running cost of a vehicle (mainly determined by the price of petrol), income, interest rates, scrapping rates, and product innovation. Exchange Rate: Movement in the value of Rupee determines the attractiveness of Indian products overseas and the price of import for domestic consumption. Affordability: Movement in income and interest rates determine the affordability of new motor vehicles. Allowing unrestricted Foreign Direct Investment (FDI) led to increase in competition in the domestic market hence, making better vehicles available at affordable prices. Product Innovation is an important determinant as it allows better models to be available each year and also encourages manufacturing of environmental friendly cars. Demographics: It is evident that high population of India has been one of the major reasons for large size of automobile industry in India. Factors that may be augment demand include rising population and an increasing proportion of young persons in the population that will be more inclined to use and replace cars. Also, increase in people with lesser dependency on traditional single family income structure is likely to add value to vehicle demand. Infrastructure: Longer-term determinants of demand include development in Indian’s infrastructure. India’s banking giant State Bank of India and Australia’s Macquarie Group has launched an infrastructure fund to rise up to USD 3 billion for infrastructure improvements. India needs about $500 billion to repair its infrastructure such as ports, roads, and power units. These investments are been made with an aim to generate long-term cash flow from automobile, power, and telecom industries. Price of Petrol: Movement in oil prices also have an impact on demand for large cars in India. During periods of high fuel cost as experienced in 2007 and first –half of 2008, demand for large cars declined in favour of smaller, more fuel efficient vehicles. The changing patterns in customer preferences for smaller more fuel efficient vehicles led to the launch of Tata Motor’s Nano – one of world’s smallest and cheapest cars. Key Competitors Tata Motors:Market Share: Commercial Vehicles 63. 94%, Passenger Vehicles 16. 45%. Tata Motors Limited is India’s largest automobile company, with consolidated revenues of USD 14 billion in 2008-09. It is the leader in commercial vehicles and among the top three in passenger vehicles. Tata Motors has winning products in the compact, midsize car and utility vehicle segments. The company is the worlds fourth largest truck manufacturer, and the worlds second largest bus manufacturer with over 24,000 employees. Since first rolled out in 1954, Tata Motors as has produced and sold over 4 million vehicles in India. Maruti Suzuki India: Market Share: Passenger Vehicles 46. 07% Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, is Indias largest passenger car company, accounting for over 45% of the domestic car market. The company offers a complete range of cars from entry level Maruti-800 and Alto, to stylish hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. Since inception in 1983, Maruti Suzuki India has produced and sold over 10 million vehicles in India and exported over 500,000 units to Europe and other countries. The company’s revenue for the fiscal 2010-2011 stood over Rs 375,224 million and Profits After Tax at over Rs. 22,886 million. Hyundai Motor India:Market Share: Passenger Vehicles 14. 15% Hyundai Motor India Limited is a wholly owned subsidiary of world’s fifth largest automobile company, Hyundai Motor Company, South Korea, and is the largest passenger car exporter. Hyundai Motor presently markets 49 variants of passenger cars across segments. These includes the Santro in the B segment, the i10, the premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Transform in the E segment. Mahindra Mahindra: Market Share: Commercial Vehicles 10. 01%, Passenger Vehicles 6. 50%, Three Wheelers 1. 31% Mahindra Mahindra is mainly engaged in the Multi Utility Vehicle and Three Wheeler segments directly. The company competes in the Light Commercial Vehicle segment through its joint venture subsidiary Mahindra Navistar Automotives Limited and in the passenger car segment through another joint venture subsidiary Mahindra Renault. In the year 2009, on the domestic sales front, the Company along with its subsidiaries sold a total of 220,213 vehicles (including 44,533 three wheelers, 8,603 Light Commercial Vehicles through Mahindra Navistar Automotives and 13,423 cars through Mahindra Renault), recording a growth of 0. 6% over the previous year. Mahindra Mahindra is expanding its footprint in the overseas market. In 2009 the Xylo was launched in South Africa. The company formed a new joint venture Mahindra Automotive Australia Pty. Limited, to focus on the Australian Market. Ashok Leyland: Market Share: Commercial Vehicles 16. 47% Against the backdrop of the sharp slump in demand for commercial vehicles, during 2008-09, Ashok Leyland registered sales of 47,118 medium and heavy commercial vehicles (MHCV), 37. 5% less than in the previous year. This includes 16,049 MHCV buses and 31,069 MHCV trucks respectively, 8. 7% and 46. 3% less than in the previous year. Hero Honda Motors: Market Share: Two Wheelers 41. 35% Hero Honda has been the largest two wheeler company in the world for eight consecutive years. The company crossed the 15 million unit milestone over a 25 year span. Hero Honda sold more two wheelers than the second, third and fourth placed two-wheeler companies put together. Bajaj Auto: Market Share: Two Wheelers 26. 70%, Three Wheelers 58. 60% Bajaj Auto is ranked as the worlds fourth largest two and three wheeler manufacturer and the Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia. Despite falling demand in the motorcycle segment, the company has succeeded in maintaining an operating EBITDA (earnings before interest, taxes, depreciation and amortisation) margin of 13. 6% of net sales and other operating income. From 1. 66 million motorcycles in 2007-2008, the company’s domestic sales fell by 23% to 1. 28 million units in 2008-2009. Key Success Factors The key to success in the industry is to improve labour productivity, labour flexibility, and capital efficiency. Having quality manpower, infrastructure improvements, and raw material availability also play a major role. Access to latest and most efficient technology and techniques will bring competitive advantage to the major players. Utilising manufacturing plants to optimum level and understanding implications from the government policies are the essentials in the Automotive Industry of India. Effective cost controls Close relationship with supplies and goods distribution channels. Establishment of export markets Growth of export markets Having an extensive distribution/collection network Goods distribution channels Successful industrial relations policy Ethical and tactical industrial relations Both, Industry and Indian Government are obligated to intervene the Indian Automotive industry. The Indian government should facilitate infrastructure creation, create favourable and predictable business environment, attract investment and promote research and development. The role of Industry will primarily be in designing and manufacturing products of world-class quality establishing cost competitiveness and improving productivity in labour and in capital. With a combined effort, the Indian Automotive industry will emerge as the destination of choice in the world for design and manufacturing of automobiles. Growth Potential: 1. Increasing demand for vehicles: Increase of disposal income ,easily availability of finance,invreasing consumer awareness and close linkage with global automobile trends. 2. Stable economic policies adopted by successive Governments: The Government of India has continuously made several reforms for the groeth of automobile sector in India. It has lowered the excise duties and have relaxed many policies to boost the local demand . Implemeentation of VAThas helped India to position itself as one of the leading low cost manufacturing sources . 3. Availability of low cost skilled manpower: The cost of quality manpower in India is one of the lowest in the world . Each year the huge number of engineering graduates are produced who provide their skill at comprising salaries . 4. Quality standards: Manufactured in India or â€Å"Made in India† brand is rapidly getting associated with quality. The Indian manufacturer have focussed on quality and most of the leading automobile manufacturer are ISO certified Key Challenges Faced by Indian Automobile Industry Indian auto industry is one of the most promising and growing auto industries across the world. But at this juncture the Indian auto industry is facing various challenges catering to the growing domestic market. Recently, SIAM (Society of Indian Automobile Manufacturers) organized an Annual Convention in association with the Ministry of Heavy Industries and Public Enterprises to discuss the current scenario of the auto industry as well as to define the key challenges faced by the industry. The meeting focused to pave a way to transform challenges into business opportunities and boost the status of automotive industry in India. Some of the key challenges discussed faced by auto industry are fuel technology and nurturing talented manpower. These challenges are explained below in detail: Fuel Technology: Technology is significant and needed to ignite the growth of auto industry. Whether it’s a two-wheeler or a car, technology drives the growth. The challenge of alternative fuel technology ensures a brighter vision of the auto industry in the country. The increasing environmental pollution has become a concern for manufacturers and all associated with the industry. All of them are struggling hard to come up with a holistic and integrated approach to reduce carbon dioxide emission. Some of the initiatives to reduce the level of automotive emission include introduction of fuel-efficient cars, obligatory periodic maintenance, and inspection of automotives, designing automotives with recyclable materials, use of alternative fuels like CNG, LPG, biodiesel, and introduction of electric and hybrid cars. Car manufacturer like Maruti Suzuki has already introduced the new concept of using recyclable substance for car production in its dazzling car Maruti Suzuki A-Star. After the production of Maruti Suzuki A-Star, the company thrives to apply the same concept in all its future car models. In addition, it is believed that the Bharat IV Emission Norms are stringent and are to become mandatory in the next couple of years. The growing industry is hunting for more advanced ways and measures to meet the stringent norms. Some of the cars and other automotives may even be phased out during that period. Nurturing Talented Manpower: Manpower and human resources has always been a key growth driver in any industry including the automobile industry. Though India has a vast pool of talented and skilled professionals, the country needs initiatives and support to treasure these resources to excel in all arenas of the industries. Automobile industry is no exception and highly skilled manpower will further become the most reliable source of competitive advantage across the global as well as Indian automobile industry. More than even before creativity, innovative ideas, and expertise in different areas have become an asset these days. Talking about cars, car designers infuse their creativity in their designed car models and that’s something which attracts car customers Further to that, the industry has to foster the talent for servicing and maintenance as well.