My Educational Philosophy Essay -- Philosophy of Education

Socrates warned his students over 2000 years ago that the unexamined life is not worth living. (Kreis) This statement, though made so many years ago, mirrors my own beliefs about learning and knowledge acquisition in today’s society. In my own personal philosophy of education, I believe that individuals must continually examine their surroundings and learn from the things they find. I do not believe that just knowing random facts or bits of information is true education. Just as the ancient Greeks believe, I think that education should teach a child to think and learn independently. The underlying purpose of an education should be to teach a child to think for himself. According to the Socratic Method, educators must pull knowledge that already exists in a child from that child through a series of questions and answers. (Kreis) I also believe that the skillful use of questioning is extremely beneficial to students. Educators can use various questioning techniques to teach students â€Å"how† to think. One of the chief reasons we should educate our children and continue to learn ourselves as teachers is made clear in the following quote found at http://www.spaceandmotion.com/Philosophy-Education.htm#deMontaigne.Philosophy.Education and attributed to Einstein, . ...knowledge must continually be renewed by ceaseless effort, if it is not to be lost. It resembles a statue of marble which stands in the desert and is continually threatened with burial by the shifting sand. The hands of service must ever be at work, in order that the marble continue to lastingly shine in the sun. To these serving hands mine shall also belong. Einstein believed that education had to be a continual process. We teach our children the history ... ... students. Granted, it is not possible to teach every child at an individual pace in the set-up of the current educational system, but ideally each child would follow their own education plan. Instruction would indeed be individualized for every student, not just students with learning deficiencies. There would no longer be a need for IEPs or special education programs. Works Cited Gutek, Gerald L. A History of the Western Educational Experience Second Edition. Waveland Press. Prospect Heights. 1995. Kreis, Steven. (2004). The History Guide – Educational Philosophy. Retrieved July 31, 2005 from http://www.historyguide.org/teach.html Haselhurst, Geoff, and Howie, Karene. (2005). Philosophy of Education: Educational Philosophy / Teaching Philosophy. Retreived July 31, 2005 from http://www.spaceandmotion.com/Philosophy-Education.htm

People need People :: essays research papers

utation came to her house for her taxes, Faulkner describes how the house and Ms. Emily looks. "only Miss Emily's house was left, lifting its stubborn and coquettish decay above the cotton wagons and the gasoline pumps-an eyesore among eyesores", this statement explains how the house gives off such a depressing mood. "Her skeleton was small and spare;", this line shows us how her appearance showcases death also. When Ms. Emily was younger, her deceased father used to force away all the young men that was in love with her. The summer after her father death, she fell in love with a Yankee by the name of Homer Barron. Everyone in the town was whispering about their relationship and wondering if they were married. After a while they stop seeing Homer and decided that they got married. The townspeople then proceeds by saying that Ms. Emily then died a while after. They didn't know she was sick. After they buried her, they knew that there was one room that wasn't opened. So after they decently buried her they went to see upon the room. When they opened the room they was greeted by great amounts of dust. They also explain that the "room decked and furnished as for a bridal: upon the valance curtains of faded rose color, upon the rose-shaded lights, upon the dressing table, upon the delicate array of crystal and the man's toilet things backed with tarnished silver, silver so tarnished that the monogram was obscured." They also saw a man's collar, tie, suit, shoes, and discarded socks. "Then shockingly, laying right there in the bed was the man. For a long while we just stood there, looking down at the profound and fleshless grin. The body had apparently once lain in the attitude of an embrace. What was left of him, rotted beneath what was left of the nightshirt, had become inextricable from the bed in which he lay; and upon him and upon the pillow beside him lay that even coating of the patient and biding dust. Then we noticed that in the second pillow was the indentation of a head. One of us lifted something from it, and leaning forward, that faint and invisible dust dry and acrid in the nostrils, we saw a long strand of iron-gray hair." Sonny’s Blues by James Baldwin Frequently anthologized, James Baldwin's "Sonny's Blues" tells the story of two brothers who come to understand each other.

Cultural awareness Essay

Although the emergence of a global economy and the proliferation of multinational corporations seem, at first glance, to indicate an evolution of cultural awareness in contemporary societies, the need for vigilance regarding the increase of cultural awareness both in the corporate sector and without is still an important challenge and priority of the twenty-first century. In terms of international corporations themselves, cultural diversity has emerged as both a highly productive and robustly challenging aspect of modern business. Because cultural diversity offers a wider variety of ideas, talents, skills and knowledge, businesses that are culturally diverse and display constructive communication will have at their disposal a wider range of talents, skills and ideas. Vigilance regarding cultural awareness is an important aspect of modern productiviy. Cultural awareness remains a key factor within the running of extant multinational corporations. The bottom line regarding communication in the culturally diverse twenty-first century is that providing for successful communication is one of the most vital and important aspects of any business or organization. A recent investigation â€Å"of employees from 33 different organizations across 12 industries found that some organizations have cultures of injustice. † (Pinder/Harlos, 2001, p. 346). Obviously, any organization which is afflicted with a culture of injustice will function, at best, only somewhat efficiently; at worst, such an organization will not only fall short of matching its stated goals or pragmatically driven needs, but may actually foster a climate which is counterproductive to its stated goals or purposes. (Bonczek, and Menzel) Beyond the corporate sphere, cultural awareness remains the single most important aspect of conflict resolution between nations and nation-states. Because â€Å"Human nature and human institutions are flexible, and levels of violence vary from one cultural setting to the next, with some cultures expressing extremely low levels of violence† strategies can be learned through cultural awareness for stemming the tide of war, as well as stimulating the global economy. (Fry & Bjorkqvist, 1997, p. xiii) References Bonczek, Stephen, and Donald Menzel. 1994. â€Å"Achieving the Ethical Workplace. † Public Management Mar. 13+. Fry, D. P. & Bjorkqvist, K. (Eds. ). (1997). Cultural Variation in Conflict Resolution: Alternatives to Violence. Mahwah, NJ: Lawrence Erlbaum Associates. Pinder, Craig C. ; Harlos, Karen P. 2001. â€Å"Employee Silence: Quiescence and Acquiescence as Responses to Perceived Injustice†. Research in Personnel And Human Resources Management, Volume 20,p331-369.

Edward Marshall Boehm, Inc Essay

Edward Marshall Boehm, Inc. is a company that produces unique and high quality porcelain products mainly focusing on birds, flowers, and wildlife. The objective of the company is to raise awareness of Mr. Boehm’s artist talent, create appreciation and protection for threatened and vanishing species. Meanwhile, Mr. Boehm wants to build a business that could make them wealthy. There are two main problems facing by the company. First, the process of making these porcelain products is complicated and required elaborate technical skills, the company does not have enough skilled staffs and producing power to meet the demand from the market. Second, the company lacks of enough distribution channels to raise awareness of its brand and the uniqueness of its products. At the current stage, the company has three series of porcelain in its product lines, which are priced from $100 to over $20,000. Each piece of porcelain sculpture requires a 52-step process. Some of products are sold out for years in advance, and it is difficult to anticipate which pieces might achieve this distinction. In addition, the company has only one distributor, Minton China, to distribute its products to some 175 retail outlets in the United States. The company can try to reduce costs by using other materials at a lower cost, developing a faster production process, but the bottom line is since the most competitive advantage of the company is the uniqueness and high quality of the product, the company should preserve its quality instead of using cheaper materials or faster production time that may violates the value of its products. In order to continue the business in the long run, the company should adapt the following changes. First, the company should hire more staffs and train them to produce the products in order to increase production of lower priced products. Meanwhile, it should find more distributors to raise awareness of the company, and supply them only with the lower priced products. Second, the company can open its own local stores that provide medium and high price range products. In addition, as for the most valuable piece, the company should put it on auctions that mainly focus on customers like museums and private collectors. Case 2 – Edward Marshall Boehm, Inc. 1. Analyze the firms goals and objectives Goal: Make the world aware of Mr. Boehm’s artistic talent, to help world wildlife causes by creating appreciation and protection for threatened species, and to build a continuing business that could make them comfortably wealthy, perhaps millionaires. No one goal has grater precedence over the others. Strategic objective: The case does not tell a lot about strategic objectives that are specific and cover a well-defined time frame. 2. Analyze the external environment The case does not talk a lot about the external environment, but it could be very useful for Boehm to make an analyze of the general environment (demographic, sociocultural, political/legal, technological, economic and global.). Also the competitive environment is very important. That kind of information will give them a better opportunity to make a good firm strategy. 3. Analyze the internal environment What is adding value to the firm?: The company’s big knowledge about have to make porcelain that is very technical as well as artistic challenge to make. 4. Assess the firms intellectual assets Human Capital: Edward Marshall Boehm is the man behind the porcelain. He has the knowledge to make it and the love to the nature which inspires him in his work. This and the special hard paste porcelain make the company unique and give the company a big competitive advantage. The company should be aware of not only having tacit knowledge where Edward Marshall Boehm have all the knowledge but instead share the knowledge in the company. 5. Analyze the business level strategy Competitive strategy: The company follows the competitive strategy called focus (differentiation) because they sell to a particular segment only and not the whole industry. They are also selling a unique product.

Recommendation for Starbucks Coffee Company Essay

INTRODUCTION The purpose of this report is to conduct market analysis and recommend appropriate marketing strategies for Starbucks Coffee. In the report, we will first look into Starbucks’s goal, its product and markets. Then we will look into the key actions and decisions that lead to the success of the company. After that, we will discuss the issues that Starbucks is facing in this competitive global market. For each strategic issue, appropriate marketing recommendations for the company are made respectively. BACKGROUND AND SITUATION ANALYSIS Starbucks Coffee starts in 1971 with a single store in Seattle’s Pike Place Market. Today, they are privileged to welcome nearly 35 million customers on a weekly basis, in more than 12,000 stores around the world. (www.starbucks.com) Starbucks’s goal is to become the leading retailer and brand of coffee in each of its target markets by selling the finest quality coffee and related products and by providing each customer a unique â€Å"Starbucks Experience†. â€Å"Starbucks Experience† is a third place after home and work with superior customer service, clean and well maintained retail stores which reflect the personalities of the communities in which they operate. Starbucks strategy for expanding its retail business is to increase its market share mainly by opening additional stores in existing markets and to open stores in new markets. In support of this strategy, Starbucks opened 1,040 new company operated stores in fiscal 2006. (www.starbucks.com) During fiscal 2006, Starbucks Coffee Company operated retail stores accounted for 85% of total net revenues. (Starbucks Annual Report 2006) In addition to company operated stores, Starbucks works with certain carefully chosen  business to operate licensed stores in various places. Its strategy is to reach customers where they work, travel, shop and dine by establishing relationship with people that share the Company’s values and commitment to quality. These relationships take various forms, including licensing arrangements, foodservice accounts and other initiatives related to the Company’s business. Licensed and Foodservice stores can be found on college campuses. Customers can enjoy their Starbucks in select supermarkets, hotels and military bases throughout foodservice venues around the world. During fiscal 2006, specialty revenues accounted for 15% of total net revenues. (Starbucks Annual Report 2006) Starbucks also recently has strategically sold coffee and tea products through other channels such as supermarkets, or non-traditional retail channels such as United Airlines, Marriott International, Holland-American Cruise Line, and Department Stores. MARKET ANALYSIS To achieving growth and making profits, Starbucks started to go international since 1996. International connections can build a strong foreign presence which helps to increase brand recognition and also increase the domestic business. The more stores Starbucks has around the world, the more loyalty and familiarity can be built among its existing and potential customers. The following are the macro environmental variables which are likely to impact Starbucks when going international:- _GEOGRAPHICAL FACTORS_ Starbucks has carefully analyzed various strategies for the placement of its stores. They have developed cost-saving options for these stores to meet the need to adapt to each geographic region. They also need to consider the tastes and preferences of each area. For example, customers in New Orleans prefer their bagels toasted and those in Atlanta require more seating for a â€Å"social† coffee break. _DEMOGRAPHICAL FACTORS_ Starbucks begin in US, which is the sector we are examining for demographics. As of July 2005, the population of the U.S. was estimated at 295,734,134 (CIA World Factbook). Population facts are important to Starbucks because they can give Starbucks valuable statistics, such as US population base per Starbucks store. People ages 15-64 make up the largest percentage of the population (67%), and therefore will have greater control of the market than any other sector (CIA World Factbook). This implies that the most important target market for Starbucks are people within this age group. The two largest ethnic groups in the U.S. are white 81.7%, black 12.9% and Asian 4.2%. (CIA World Factbook) The ethnic background is important to a company because it influences tastes, trends, perceptions, values and beliefs of an individual. _ECONOMICAL FACTORS_ Estimated GDP in 2004 was $11.75 trillion. GDP real growth rate was 4.4% (CIA World Factbook). The growth rate of GDP suggests that the economy is growing, and therefore there is opportunity for Starbucks to expand business. A very large per capita purchasing power parity of $40,100 suggests that Americans have the opportunity to buy specialty coffee drinks from an expensive, quality-intensive organization such as Starbucks (CIA World Factbook). _3.4 TECHNOLOGICAL FACTORS_ Strategic issues that will challenge Starbucks in the future are related to their tight control and lack of flexibility, organizational structure, and diversification. First, Starbucks is vertically integrated as they buy and roast the beans, ship them to the stores, produce, and sell the coffee. They may face difficulties or have to raise the price of their coffee if the cost of raw beans increases, or there is a decrease in available labor. The second issue is that they are centralized around controlling all steps of the distribution process, entering into joint ventures which may lead to quality control issues in locations. Another issue is the ability for growth. Starbucks will continue to grow in their core business, but the more they spread into international and joint ventures they will face increased quality control problems. _3.5 POLITICAL AND LEGAL FACTORS_ The Los Angeles city council was considering an ordinance that would require licensing of coffeehouses open past midnight. This demonstrates how government exertion can prove unprofitable for the business. Furthermore, anti-trust laws might prevent Starbucks from future expansions, since the company is not owned locally as with other franchisers. Other human-rights activists or organizations can potentially voice their concerns about the business’s process, such as how the leaflets concerning under-paid Guatemalan eventually forces Starbucks to establish several codes for treatments of its foreign subcontractors. _SOCIAL CULTURAL FACTORS_ Nationalism and cultural differences may result in recurrent problems on resource availability, product quality consistency and costs, which effect adversely to foreign operations. For instance, due to its population and potential of growth, China represents a grate opportunity of market. In the past, coffee was considered as a Western bourgeois commodity in China and people are used to have tea instead. Coffee doesn’t go well with Chinese food and culture as well. Until recently, the market research shows the country’s coffee drinking has doubled in the past four years. (www.marketwatch.com/news) Nevertheless, it still only amounts to about one cup per person per annum and the brand typically is instant Nescafe. Starbucks strives to create a unique culture with a passionate interest in changing a simple commodity into an addictive gourmet delicacy and meet  individual market wants and needs without compromising Starbucks’s brand image and culture of the company. STRATEGY RECOMMENDATIONS Starbucks’s competence in the style of stores and creative coffee drinks has propelled it to the front among coffee retailers. Starbucks is not just stands for a cup of fresh and nice coffee. Starbucks is about the passion for the soul of people, quality product, excellent customer service and the experience and understanding of the culture of coffee. In the following paragraphs, we are going to analysis the 4Ps (i.e. Product, Price, Place and Promotion) of Starbucks, followed by appropriate marketing strategic recommendations. _PRODUCT_ Premium Product Strategy Starbucks has been committed to sourcing the highest quality coffees around the world. It only purchases coffees that have been grown and processed by suppliers who meet strict environmental, social, economic, and quality standards. Starbucks is well-known for its exceptionally high quality coffees, care in selection, and expertise in roast (www.starbucks.com). Broad Product Differentiation Depending upon competence and innovation, Starbucks establishes its long lasting and profitable competitive advantages by broadly differentiating its coffee and coffee related products. Brand Image Starbucks combines its merchandizing strategy with its marketing programs to create and reinforce a distinctive brand image for its coffees. The company’s brand image strategy is reflected in its product mix, producing,  and sales and educational materials. What Starbucks stands for is a good cup of fresh coffee and the recognized brand worldwide. Recommendations: It is undeniable that Starbucks has a competitive advantage when it comes to quality, especially when compared to other generic coffee commodity. However, in terms of convenience, despite arduous efforts to establish Starbucks at every corner, there are still more supermarkets than there are Starbucks bars. Realizing the potential for this convenience sector of the coffee market, Starbucks should actively pursuing substitutes that compete in these areas, for example a pre-packaged drinks or offer tea in its shops as a preemptive measure to fight off any teahouse looking to steal away the coffee drinkers. Sometime Asia can be mistakenly seen as one culture by outsiders. It can be true somehow, yet to be successful in the region. The countries in Asia are totally different when it comes to culture, value, religion, tastes etc. Many Asians prefer for tea especially in China, a county of devoted tea drinkers who do not take readily to the taste of coffee. Starbucks should set different strategies and approaches for each market to make Starbucks’s experience to be part of the culture. To meet local tastes or preferences, Starbucks can act local, for example, by introducing alcoholic beverage fro special happy hour set in some countries or region. Traditionally Korea and China are huge alcohol consuming culture as well as coffee. High margin of beer, wine or cocktail may help Strarbucks match local tastes and preferences, most importantly, can boost its revenue. _PLACE_ Site Selection Starbucks stores are normally gathered in high-traffic, high visibility locations. It takes more than just location to be successful. Attracting  customers to Starbucks happens by providing high quality coffee and creating inviting, comfortable places that are conveniently located. These places should be those that add to the spirit of each community. Store Expansion Starbucks expands its stores by entering new markets wherever the opportunity exists to become the leading specialty coffee retailer. By the year 2006, its current location totals 12,440 worldwide (www.starbucks.com) Recommendation From past experiences, customer loyalties cannot be stretched or transferred to a new product or channel in a short time. Starbucks should expect a gradually change on its customers’ purchasing power and habits. Eventually, the Internet may reconfigure how customers think of mass-market brands. But that shift will take years to unfold and company leaders need to manager the transition with great skills. Therefore, Starbucks needs to make some change on its current e-commerce strategy. First, it may add more value to its value chain by expending its website function as a communication tool to link its stakeholders such as customers, suppliers, management and employees. Second, consolidate the public relation function. Starbucks.com is not only a window for online business, but also a window for building the company’s image and reputation. Third, keep online business on core products but maintain the products diversification as a long-term strategy, and implement it by gradually introducing new products one at a time. Last, to strategic ally with .com companies to expend its selling channels. Starbucks can setup online chat room to facilitate communication among its stakeholders. It may also create free email accounts to further spread its fame and consolidate customers’ loyalty. In addition, it can gradually add indirect coffee related products into its online sales collection, such as coffee machine. It may also want to introduce some online coffee tour package to provide cheap travel tours or hotel accommodation. In order to increase sales, Starbucks may also ally with .com companies to promote its  products. For example, to sign a sell contract with yahoo.com to carry Starbucks’ products. _PROMOTION_ Starbucks doesn’t have much conventional advertising because it found that there is too much competition for consumers’ attention in TV, radio and print media. Starbucks usually picks one or two charities or events that reach the community it serves. This will inspire people inside and outside the company and reinforce the company’s value and image. Starbucks integrates its corporate culture with its surroundings. At all levels of the Company, Starbucks partners strive to be good neighbors and active contributors in the communities where they live and work. It’s part of the Starbucks culture. It is the goal of Starbucks to involve partners as decision-makers, volunteers, and leaders in the initiatives they support. Recommendation To be a real global company, Starbucks can participate in or support local events, helping education in developing countries or community activities so that it can enhance its public relationship with those international markets. In most Asian markets, once it is perceived as a true partner or caretaker, its growth strategy might work just as in US market. _PRICE_ Best value offering By pricing its coffee competitively with the prevailing high-end coffee prices, Starbucks represents an attractive combination of price, features, high quality, good service and other attributes customers find attractive. Recommendation The fact that Starbucks prides itself in customer service, providing the â€Å"Starbucks experience† for the customer, means that the business is mainly customer-oriented, and thus translates to a strong customer’s power. Nonetheless, the greater the importance of the product’s quality or services to the customers, as is the case with coffees, there is little extent to the buyers’ price sensitivity. This indicates that as long as Starbucks maintains quality products and superb customer-service, individual consumers are unlikely to be able to exert their buying powers. Therefore, it’s good for Starbucks to maintain its prevailing high-end coffee prices. CONCLUSION It is no doubt that Starbucks is one of the most successful company in the world. They used a simply strategy, â€Å"connecting links between treating employees with dignity and respect and producing a good product and services.† That was the major factors that differentiate Starbucks from others and bring the successful to Starbucks. The future of Starbucks, which is in a fast-growth phase, is apparently to be successful and promising. However, those keys of success may not be applicable to tomorrow’s environment and in global market. Defending and growing a competitive position requires firmly built strategies based on its unique, valuable and leading capabilities and resources, rather than the products and services themselves, proactively responding to ever changing internal and eternal environment to keep fending off its competitors. Although currently there are no formidable competitors for Starbucks leadership in both international and domestic markets, it should not take it for granted for good. Tomorrow’s destiny of Starbucks should depend on its strategic capability to preserve and sustain its strengths, offset weaknesses, avoid threats and capitalize on opportunities. If Starbucks would correctly identify and deal with the issues under current and near future circumstances, it could remain excited about further growth and continues to be prosperous. List of References http://www.starbucks.com/aboutus/investor.asp http://geography.about.com/library/cia/blcusa.htm (CIA World Factbook) http://www.marketwatch.com/news Sandhusen, Richard, 1994, Global Marketing, Hauppauge, New York. Cateora, Philip R., 1996, International Marketing, Irwin, Chicago. Peter J. Buckley, Fred Burton and Hafiz Mirza, 1998, The Strategy and organization of international business, Macmillan Press, New York. Masaaki Kotabe, Kristiaan Helsen, 1998, Global marketing management, John Wiley, New York. Bryan Lowes, Christopher Pass and Stuart Sanderson, 1994, Companies and markets, Oxford, UK. Starbucks Annual Report 2006 (2006). Starbucks Annual Report. Seattle,WA., Starbucks Coffee Company.

Sickle Cell Transition Placement Essay Example | Topics and Well Written Essays - 2500 words

Sickle Cell Transition Placement - Essay Example According to Anon (2009) about 7 percent of patients often die due to the increase of liver iron, and other causes including strokes and infection are also considered causes of deaths among these patients. This essay will be a reflection of my sickle cell placement as a student nurse. This topic was chosen because I wanted to observe what sickle cell nurses do for patients in order to enhance my learning; moreover, I also believe that this learning associates well to my course. I also chose to observe what sickle cell nurses do for patients because I of the likelihood of encountering patients with sickle cell disease in the future. This essay shall first undertake a reflection on the transition activity; secondly, it will demonstrate a detailed knowledge of the transition activity, which in this case is sickle cell disease. This second part will also demonstrate the impact of the topic and the transition activity to my area of professional practice. This second portion shall also dis cuss the role of sickle cell nurses and shall then provide reasons why the activity was chosen. Thirdly, this essay will analyse how this transition activity has contributed to my own learning and skills development. Lastly, by focusing on this transition activity, this paper will also determine further areas for personal and professional development and how this might be taken forward through future research and further study as a registered nurse. In accordance with the requirements of the Nursing and Midwifery Council (2008), any personal confidential information regarding the patient/s and individuals involved in this placement shall not be disclosed. The Trust where I conducted my placement shall also be kept confidential. Body Reflection on the Transition Activity I had my transition placement on sickle cell disease, and initially during my placement, I had a discussion at the hospital with the patients and later visited them in their own homes. In general, the activities duri ng my placement were varied. I met with the multidisciplinary team regarding patients who suffered from sickle cell and how best to care for them. I also discussed the findings/results of the tests. I also observed how the sickle cell nurses administered care to the patients, addressing their needs physically, mentally, psychologically and emotionally. I also observed how nurses explained the disease to parents and their children, including the consequences of their illnesses as well as its risks/effects. I also observed how the nurses discussed with parents about the loss of their children, discussing with them the possible therapeutic options they can take as grieving parents. The transition activity initially provoked feelings of anxiety. However, in the process of learning, my anxiety soon vanished and I was able to transition gradually into the crucial duties of a sickle cell nurse. Duncan and DePew (2010) discuss that with more experience, the transition process among students of nursing can somehow be eased. In considering what I was able to get from this learning professionally, I was able to learn the qualities of the disease, including the specific role of the sickle cell nurse in ensuring efficient patient care. On a personal level, I was also able to get a specific feel for the nursing practice, including its

Red bull Assignment Example | Topics and Well Written Essays - 4000 words

Red bull - Assignment Example The energy drink was inspired by a popular Thai drink named Krafting Daeng that was suggested for jet lag remedy. The owner of Krafting Daeng was requested to manufacture and market a new energy drink with completely new flavor. The main objective of Red Bull was to sell energy drink with a unique taste that appealed to the people living in the western countries. It sold more than one million cans in its first year and decided to expand into UK, USA, Hungary and Germany during the tenure 1992 to 1997. The company’s slogan â€Å"Red Bull gives you wings† defined the drink appropriately. However, there has been certain health risks associated with the drinks. The reason was that the ingredients of the drink contained high levels of caffeine which led to the cardiovascular diseases. However, the popularity of the company had soared and it began to promote a series of flagship events in the sports world. Situation Analysis Market Analysis of Energy Drinks Presently, the ene rgy and sports drink market is increasing steadily and has been gaining popularity among the teenagers and young adults. The sports and energy drink market saw a major increase in the sales growth of 13 percent in the year 2011 compared to an industry growth of 11 percent in the year 2010 (EuroMonitor International, 2012). There has been a rapid increase in the demand of branded and local energy drinks. In the UK Lucozade, GlaxoSmithKline was a leader in the sports and nutritional drink market and accounted for a 40 percent market share (EuroMonitor International, 2012). The sales of Lucozade were ?498 million in the year 2011 (EuroMonitor International, 2012). It is estimated that the sports and energy drink market would further grow at 5 percent in the UK (EuroMonitor International, 2012).It has been observed that in spite of the economic slowdown the beverage market has been growing steadily. Among the beverages there has been a tremendous increase in the sales of soft drinks and energy drinks especially in United Kingdom. In the year 2011 there was an increase of sales of carbonated drinks by 24 percent from 2010. In spite of health risks associated with these beverages and increase in the demand and sales of the energy drinks have been commendable especially among the youth and teenagers. The industry is dominated by established and popular companies like Coca Cola, Pepsi Co ltd, Red Bull etc (Polis, 2013). Penetration of the established companies into energy and nutritional drink segment has helped the companies in diversification of risk amidst this economic slowdown (Key Note, 2012). Figure 1: Market Share of Energy Drink Brands Source: (Energy Fiend, 2013) 5C of Red Bull The 5C analysis will helps us in understanding the macro, micro environmental and internal factors that affects the beverage market. It is one of the most instrumental tools used for identifying the important issues that require immediate attention and is also regarded as a checklist for managerial decision making. Customer: The drink is available at 8 oz, 12 oz, 16 oz and 20 oz can sizes and