Different Sides of Embryonic Stem Cell Research :: Stem Cell Biology

The field of stem cell research remains highly controversial because of its ethical and moral values. â€Å"Despite the news in 2006 that researchers had found a way to harvest human embryonic stem cells without having to destroy embryos, controversy still surrounds potentially life-saving stem cell research.† (Gruen, 2007). Due to the strong emotional responses to some of the subject matter by the pro-lifers and certain religions and politics in general, I will attempt to explain different sides of embryonic stem cell research (ESC). This study describes what viable embryos are and the issues connected with them. Are stem cells viable embryos? Can they ever be a human being? Stem cells are no more than a precursor for some type of cell. They are not tiny embryos nor can they ever become embryos. Are human embryonic stem cells embryos? Although stem cells of themselves are not embryos, they are pluripotent; they can develop into any cell or tissue of the body. They are not ca pable of forming a new individual, as a fertilized egg or single cell taken from a four-cell embryo might if cultured in vitro and placed in a uterus. Stem cell research has become a subject of political discussion in recent years because of its social and ethical implications, but what is the big controversy with stem cell research? Most diseases are caused by the death of healthy cells in a particular organ. Parkinson’s disease is caused by the death of brain cells that produce a chemical call dopamine and diabetes is caused by the death of insulin-producing cells in the pancreas. None of these organs can replace the cells that die. With stem cell therapy, these cells can be replaced. Researchers and scientists study stem cells to get a basic understanding of the process in cell development and disease. â€Å"The opposition of research on human embryos usually start and finish their argument with the claim that the human embryo is, from the moment of conception,a living , innocent human being. But the morality of using a being for research should depend on what the being is like, not on the species to which it belongs.† (Singer, 2001) This being of 64 cells has no brain and has never been conscious and can feel no pain. Take for instance researchers who do research on rats, the rats are not capable of preferring not to be in situations that are painful and frightening to them.

Unit 4 Development

Unit 4: Development Through the Life Stages P1: Describe physical, intellectual, emotional and social development for each of the life stages of an individual. Through every life stage we experience physical, intellectual and social and emotional development. Physical development is when the appearance of the body changes. Intellectual development is the mental process of knowing, for example problem solving. The social and emotional development is when your emotions, your personality and social interactions begin. Conception is the process described when the penetration of an egg cell by a sperm cell fuses to form the first cell of a new living organism. Conception normally occurs in the fallopian tubes as a result of sexual intercourse. Pregnancy begins when the embryo implants or embeds itself in the living of the uterus wall and develops. An amniotic sac filled with fluid that surrounds the embryo and acts as a shock absorber. A placenta filled with the mother’s blood and through which the embryo obtains nutrients and eliminates waste. The umbilical cord contains the blood vessels that transport nutrients, oxygen and waste products between the embryo and the placenta. The first few weeks of the pregnancy are critical for the embryo and its development can be affected by the health and behaviour of the mother. The next life stage is birth and infancy this is to the age of 3 years. The physical developments throughout this stage are the following. The body doubles in height and quadruples in weight. Motor skills progress from simple reflexes to coordinates motor abilities such as grasping and walking. The child’s sensory and perceptual ability develops rapidly. For example when the baby is 0 to 6 months their short- sightedness reduces and their eyes begin to focus more clearly. Another physical development would the brain responding to stimulation, such as a child copying an adult clapping. The intellectual development in birth and infancy is when basic structure of language is learned through baby talk with adults. This development would usually occur 0 to 6 months. Babies often use crying, cooing and babbling as their first communication. Further language skills are developed by the age of 1, to constructing sentences by the age of 2. Children start to be aware of world progress through immediate sensory motor experiences such as hearing familiar voices and pointing. Lastly children start to think about the concept of objects, for example objects still exist when out of sight and awareness. This development occurs from 6 to 12 months when the child begins to pass objects between hands. It develops further at 18 to 24 months when children can throw a ball and use a crayon. By the end of birth and infancy children can build a tower of bricks and use scissors. The social and emotional developments in birth and infancy are the following. The child’s emotional responses change from basic reactions to more complex. For instance the child may become self-conscious when playing with other children. Independent behaviours increase with parental encouragement around feeding, dressing and toilet training. By the age of 18 to 24 months the child can use a spoon and remove some clothing. The ability to relate to playmates emerges at the end of birth and infancy the child; this shows the child has developed confidence and basic social skills. The fourth life stage is childhood; this is between the ages of 4 to 11 years old. One of the physical developments in the early ages of childhood is the brain; it attains 90% of adult weight by the age of 5 and develops faster than any other body part. Physical strength increase and body proportions become more adult like. Also athletic skills such as running and jumping dramatically improve in the early years of childhood. Fine motor skills involving the use of smaller muscles develop, allowing younger children to handle small objects with more accuracy such as pencils. When a child reaches the middle of its childhood the growth of the brain slows down, this is from the age of 7 to 9. Physical growth also slows but height spurts occur. Expansion of the heart and lung capacities supports more physical endurance such as swimming and football. In late childhood puberty begins with rising hormone levels. This also shows a specific physical change in gender, girls producing breasts and boys testes enlarging. Girls’ growth spurt begins with gains in height, weight and musculature. The intellectual developments for children in their early childhood are the following. Firstly social interactions with parents and play mates allow their knowledge about the world increase. Also language develops rapidly, resulting on average a 14,000 word vocabulary. In the middle stages of childhood a child’s memory capacity expands, as well as the ability to think about thought. As a result of this a child would be able to organise their own learning. In late childhood a child’s logical thought processes to abstract thinking. A child would have many language skills including synonyms, double meanings, metaphors and humour. There are several social and emotional developments that occur in the early stages of childhood. Firstly a child playing alone or with others becomes increasingly complex and imaginative. Also children become aware of gender roles. When children are near to the age of 6, they have the desire for independence and control over environment increases. This makes parent’s supervisory role more challenging. In the middle stages of childhood peer groups become more significant as dependence shifts to friends for help. Children experience loyalty and share mutual interests. The awareness of and involvement in outside world, increases awareness of family, economic and political conditions. In late childhood peer groups often divide into cliques due to many reasons, for example personality, style and beliefs. The awareness of gender stereotypes continues to increase. Issues increase around sibling rivalry and separation from family. The next stage in life is adolescence this is between the ages of 12 to 17 years old. The physical development in early adolescence is the body continues to grow in height and weight. Early adolescence is between the ages of 12 to 15. Another physical development is that girl’s growth spurts peaks while boys typically begin. The physical development in late adolescence which is ages between 16 to 19 years, this is the stage during puberty. This is when there are changes in level of growth and sex hormones which cause the development of sex organs. It also develops sexual characteristics. Females continue the develop breasts, but experience broadening of the hips, onset of menstruation and first ovulation, growth of pubic and armpit hair. Males experience growth of muscles, broadening of the shoulders, growth of the larynx, production of semen and body and pubic hair. Both genders have an increased activity of the sweat gland. One of the intellectual developments in adolescence is having the ability to grasp irony and sarcasm. The ongoing development of vocabulary expands to more abstract words. Also the understanding of complex grammar continues to improve. Lastly thinking becomes more self conscious and critical, this is usually influenced by the media. The ability to cope with new problems and situations is reached by the end of this period. There are many social and emotional developments in adolescence; this is mainly due to hormones. In the early stages of adolescence sexual orientation begins to emerge. This stage in life is where most parent and child conflicts are likely to happen. Also peer pressure is likely to increase at this stage. This is because children are getting to the age where they want to try new things out like alcohol, smoking and shoplifting. In late adolescence sexual orientation continues to develop, whereas cliques decline in importance. The process of developing and maintaining intimate relationships begin. At this stage your identity is greatly influenced by personal factors, including family and peer relationships, economic and political circumstances. Near the end of adolescence you are introduced to the world of work and career planning. Adulthood is between the ages of 18 to 65 years. The physical functioning increases through the 20’s and peaks around the age of 30, but can be maintained through exercise. In early adulthood, 20 to 40 years of age there is a gradual increase in weight and body fat and a decrease in lean muscle mass. The efficiency of many organ systems begins to diminish at the rate of 1% a year. Sexual responsiveness remains high throughout this period, although some men start to slow down. Physical appearance changes by developing grey hair and wrinkles towards the end of early adulthood, this continues into the middle stages of adulthood. When aged 40 to 65 years, health and potential onset diseases affected by preventive behaviour could appear. For example smokers could suffer from lung cancer. Also in this life stage gradual changes in hearing and vision will occur. Another main development in this life stage is menopause begins in women. In early adulthood the intellectual development of vocabulary and knowledge continues to grow through work interactions and every day problem solving. Wisdom begins to develop in early adulthood. In the middle of Adulthood reaction time and mental processing slows down due to old age. Another development in this life stage is short and long term memory remains relatively stable. The social and emotional developments in early adulthood are the following. Firstly the need of achievement is often met through satisfactory of work. Secondly friendships become particularly important for people who are single. Also personalities are most likely to change up to the age of 30, with additional maturation continuing into the 40’s. In the middle of Adulthood this is where it’s most likely for a mid life crisis, this is due to self confidence and their relationship with the world. This stage in life will often experience facing age discrimination. However this time of your life could experience the greatest productivity at work. The last stage of life is older adulthood this from the age of 65 and onwards. The physical development of this life stage is when the brain becomes smaller and functions more slowly. The body will weaken and this will affect organs and major body systems. A lot of older people suffer from arthritis because of muscle strength which causes stiffness of joints. In older adulthood short term memory may decline, but active exercise of mental abilities helps to maintain functioning. Intellectual developments in older adulthood include the decline of language abilities. In this stage of life there is a decrease in drivers due to the speed of processing information. Another development is the ability to receive information, organise and interpret it declines. There are also social and emotional developments for the older adulthood. For example the retirement experience is shaped by social class and gender factors, including income, health and amount of previous planning. In this stage of life human beings have a sense of well being which tends to be higher than all previous periods. Also a lot of older adults are extremely satisfied with life, this is usually dependent on family involvement.

Geographical Discoveries

Great geographical discoveries – a popular term geographical discoveries made at the turn of the fifteenth and sixteenth centuries, in particular: circumnavigation Cape of Good Hope by Diaz (1488), the discovery of America by Columbus (1492), and then the conquest, trip [[Vasco da Gama | to India (1498) and the first trip around the world, Magellan (1519-1522). These events triggered a further voyages of discovery and contributed to a significant widening of the geographical horizon of Europeans. Expedition of Christopher Columbus Rulers of Spain, they realized that they begin to lose the distance to Portugal, which definitely lead the quantity organized expeditions. But so far Spain was busy fighting with the Arabs, who defended her at the last stronghold – Grenada. When in 1492 the Saracens were expelled from the Iberian peninsula, Ferdinand and Isabella agreed to finance the expedition, which presented them with a description of the Genoese Christopher Columbus. The traveler asked the first king of Portugal. Presented a plan aimed at shipping on the west and in accordance with the map of Ptolemy, after crossing the Atlantic to reach Asia. However, not met with favor. With the same plan, asked the king of Spain. Under the agreement, written by Columbus from the royal couple: Columbus was appointed for life admiral, governor and viceroy of the newly discovered lands. 1 / 10 of income from the newly discovered land was to belong to Columbus, the rest of the royal treasury. In return, Columbus promised to cover 1 / 8 the cost of the expedition. The rest covered the royal couple. And the expedition of Christopher Columbus (1492-1493) The expedition set sail on August 3, 1492 from the port of Palos de la Frontera. The first stage of the journey were previously discovered the Canary Islands, then Columbus sailed along the 28 parallel to the west. The crew, consisting of about 90 people after 3 weeks of shipping began to rebel, when it turned out that you can not see land. 29. 09. Columbus in his diary wrote that it was rebellion. 11. 10. Columbus erected ultimatum – if within 24 hours will not see the land has ordered outflow. Fortunately for Kolumba12 October after three months of the expedition, when the entire crew of the ship was already tired and actually threatened Columbus's death, Juan Rodriguez Bermejo saw the crow's nest land. The expedition landed on the island probably Watling (called Guanahani by the Indians), a small island group of the Bahamas. In the natives pointed gold ornaments. Interviewed about their origin indicated the direction to the south. Judging from this that lies to the north of the mainland, Columbus chose a new course to the southwest. Indians called the island's inhabitants. October 28 Columbus arrived in Cuba, then on December 6 found another island of Haiti / Hispaniola and the smaller islands, which he called Isabella and Fernandina in honor of the royal couple. Then there was a crisis – in late January and February turned out that the admiral ship sank and the Santa Maria, Columbus ordered the return to their homeland. In March 1493, two ships returned to Palos. Second expedition of Christopher Columbus (1493 – 1494) September 25, 1493, the expedition set off another. This time the expedition better equipped, numbering more ships (about 15, the number of crew: about 1750). The expedition lasted 1. 5 years. This time, Columbus chose a more southern route, and thus reached land in the area of the Lesser Antilles. Subsequently discovered the island of Dominica, Marie – Galante, Guadeloupe, Antigua and Puerto Rico. Nov. 22 Columbus arrived in Haiti again, to see that the people left there, no one survived. How domyslono, all perished in the struggle with the natives. In the longer journey Columbus sailed along the southern coast of Cuba and discovered Jamaica. However, the absolute gggaaaTymczasem proceeding to Columbus alienated a large part of his crew. Discouraged many hardships and lack of legendary riches separated themselves from the trip and started searching on your own. Others returned to Spain, choking many complaints on Columbus. Influenced by the enemies of Columbus postulated to take privileges granted to him earlier, and in his place appointed royal governor of the newly discovered lands. In this situation, Columbus on March 19 headed back to Spain, where he arrived June 11. At the court managed to clear himself of the charges against him, obtained a confirmation of earlier privileges and the promise of organizing the next, the third expedition. Third expedition of Christopher Columbus (1498 – 1500) Another, already the third expedition took place in 1498 on her organization had to wait so much, because it failed to fully restore confidence in what it darzono. In fact, only during this expedition, Christopher Columbus saw the mainland. It was South America, but that's when fate turned away from Columbus. Columbus autocratic favor of his people, in particular his son – Diego. She came to the undoubted frustration at the lack of major economic successes and difficulties expeditions in relations with the natives. Just as during the second expedition, news arrived of the problems to the crown. Meanwhile, it was decided to act more decisively. In June 1500 sent to the west of Francis Bobadilla, which were endowed with wide powers of attorney. After reviewing the situation in Haiti, he ordered arrest of Columbus and his son, and shackled to send them to Spain. At the Columbus site again managed to clear themselves of charges and return to the graces of the royal pair. The result was a fourth and last expedition of Columbus to America. IV expedition of Christopher Columbus (1502 -1504) May 9, 1502 flotilla of four ships and 150 crew company Columbus went west again. This time the situation was urgent. In the meantime, Vasco da Gama discovered the route to India around the African continent. Columbus urgently needed was a success proving that the road to the west is shorter, more comfortable and safer. Columbus's intention was to find the transition to water, which eventually took him to lead India. He expected to go to the west of Cuba. There was headed in his expedition. Flowing in this direction reached the coasts of Honduras and the Mosquito Coast on the east coast of Nicaragua. There, the natives learned about the â€Å"rich kingdoms† (Mayan civilization, and perhaps even the Inca Empire) and the â€Å"great sea† (Pacific Ocean), which lies further west, but despite strenuous attempts failed to find a water passage to the reservoir. Having lost two of the four ships, resigned to return to Cuba, then to Jamaica. There he was forced to settle the remaining ships aground. Materials originating in the damaged ships were used for the construction of fortified settlements. One of the companions of Columbus, Diego Mendez, the Indian boats set off for help survivors. But it was only after months wandering managed to get to Haiti, where he brought help. In the meantime Columbus was seriously ill and in such condition were transported him to Spain, where he arrived November 25, 1504. Summary of accomplishments of Christopher Columbus Given what Columbus has to say that the end of his life was tragic. After returning from the expedition moved to fourth place Vailadolid seriously ill, and having almost the status of a beggar. He died on May 20, 1506 was actually not knowing that he discovered America. He was convinced that came to Japan, to China, to India, and the mainland, which he saw during the third expedition he considered the biblical paradise. Meanwhile, the Portuguese and Spaniards, and realized that Columbus did not reach India, and discovered a new land. Another version of the last years of his life of Columbus presents a mysterious manuscript of Puri, according to which Columbus had died many years later and still take one-fifth trip to the West Indies. The authenticity of this source is given, however, questioned by most scholars Ferdinand Magellan (port. Fernao de Magalhaes, Spanish. Fernando de Magallanes, born. In the spring of 1480, as amended. April 27, 1521) – Portuguese sailor in the service of the Spanish maritime explorer and adventurer. He called the Pacific Ocean (Pacific). September 20, 1519 set out from Portugal by the western, or by the Atlantic Ocean to the Spice Islands in the Malay Archipelago. The expedition, which sailed under his command as the first circumnavigated the Earth. He died on April 27 killed by the inhabitants of the island of Mactan in the Philippine Archipelago Christopher Columbus (born 25 August or 31 October 1451 in Genoa (Italy) – died. May 20, 1506 in Valladolid, cat Cristofor Colom, owned by Cristoforo Colombo, Spanish. Cristobal Colon) – European sailor and navigator (probably Catalan by recent discoveries), captain of the expedition, which flowed on the three ships Santa Maria, Nina and Pinta under the flag of Castile in search of the western sea route to India, as the first in the history of geographical discoveries of modern beat tropical Atlantic Ocean and 12 October 1492 reached the West Indies (Antilles ) off the coast of America – the continent at that time unknown in Europe. Was appointed as admiral and made the first governor of the Spanish colonies in Central America, the organizer and master of four transatlantic discovery expeditions from Spain to America. Diaz used the discovery of Vasco da Gama. In 1497 another expedition was launched. Da Gama sailed around the Cape of Good Hope and headed towards Asia. Docked in the port of Calicut in India. Returned to the country in 1499 along with a large cargo of gold and spices. The country welcomed him enthusiastically. Maritime route to India became a reality. No wonder that the success of this expedition had a big impact naorganizowanie next. Henry the Navigator Portugal at least because of its location lent itself perfectly to the base for ocean expeditions. Despite the advantages of geographical location odegralaby probably not such a role in the great geographical discoveries, if not enthusiasm and dedication to Prince Henry (1394-1460) Henry called Sailor. After the conquest by the Portuguese in 1415 On the Moroccan coast Ceutry Henry was convinced that further expansion in Africa will bring great benefits. Counting on profits from trading gold, slaves, ivory, and pepper. With his support along the western coast of Cape Sangres organized a sort of database connection with the research center, where he collected all the geographical and navigational data and worked on the construction of sailing ships. For seventy years the Portuguese sailing ships were moving farther and farther south along the African coast, reaching successive headlands: Nun, Bojador, Blanco and 1445 Green Cape. During these expeditions the Portuguese discovered and colonized offshore islands and archipelagos – Madeira, the Canary Islands, Cape Verde. They assumed a fortified factories on the coast. And as it turned out that gold is less in Africa than they hoped, they took a more profitable procedere, the slave trade. EXPEDITIONS: WYPRARY PORTUGUESE: -Henry the Navigator – Azores, Canary Islands, Cape Verde, crossed the equator in 1471r. , -Bartholomew Diaz – 1488r . – Busz Cape (Cape of Good Hope), Vasco da Gamma– the road to India along the coast of Africa (1497-1498), SPANISH EXPEDITION: Christopher Columbus – the discovery of America (12. 10. 1942r), Hispaniola (Haiti), Cuba and others (1492), Lesser Antilles, the Coast of Central America and South America (1493-1503); -Amerigo Vespucci – realized that America is a new continent (from his name, name); -Ferdinand Magellan – (1519-1522) circumnavigation of the Earth (Magellan Strait, Pacific Ocean, Philippines, Borneo) – died in 1521r. In the Philippines, an expedition Sebastian del Cano finished; – Francis Drake (English) – and the circumnavigation of South America (the world); CIVILIZATIONS AND SOUTH CENTRAL AMERICA: Maya: V w. n. e. – The beginnings of civilization in the areas of Central America (Yucatan plw. ) with its capital in Majapan; Economy: -Wypaleniskowa (incandescent), -Grown: beans, wheat, -Craft, art, the pyramid; -Religion based on the sun-god cults, rites – human sacrifice; -Totalitarian power, absolute, hereditary; -The principal adviser to the ruler – the high priest; -Did not know the wheel or arc; -Calendar (365 days divided into 18 months); -Developed astronomy; -Know the time (to understand this concept) decimal system; Were aware of the layout of digits; The Aztecs: The thirteenth century – the beginnings of civilization in the areas of Mexico today, with its capital in Tenochtitlan; -Developed economy; -Grown: tomatoes, cotton, cocoa; -Money: cocoa beans or golden sand; -Tools more advanced than the Mayans; -Construction: the temples; -Ruler chosen from among the administrative units; -Bloody rituals, wor ship of the sun: 1489 – 250 thousand were killed. people as victims of ritual, such as skinned, pulling beating hearts; -Took over the Mayan calendar; Incas: Fifteenth century origins of civilization in the areas of Peru; -Cult of the sun and moon; -A highly developed economy, -Machu Picchu, -Crafts (ornaments of gold); -Totalitarian state, absolute power; -The interests of the subordinated interests of the state; -Residents could not travel to other parts of the country; Courier-Mail (16 thousand. Km of roads) Knotted-letter; -Developed surgery and herbal medicine, hypnosis; 1519r. – Hispanic – Cortez Aztec civilization znieszczenie; XVI – the destruction of the Incas – Izarro;

From Garden City to Garbage City, Bangalore Essay

A city well reputed as the Information Technology (IT) capital of India, home to many well recognized educational and research institutes like the Indian Institute of Science (IIS), Indian Institute of Management (IIMB), Indian Institute of Fashion Designing (IIFD), Bharat Electronics Limited (BEL), National Institute of Medical and Health Sciences (NIMHANS), Hindustan Aeronautics Limited (HAL), Indian Space Research Organization (ISRO), with Infosys and Wipro headquarters, a city fondly nicknamed the â€Å"Silicon Valley of India† is the second fastest growing and developing Indian city. Listed fourth among the top 15 cities contributing to India’s overall GDP it is the country most preferred by the entrepreneurs all over the world. Bangalore is famous as the â€Å"Garden City of India† because of its gentle climate, broad streets, greenery and the presence of public parks, such as Lal Bagh and Cubban Park. Regular flowers shows and biannual flowers shows are he ld at the Lal Bagh gardens during the week of Republic Day (26 January) and Independence Day (15 August) which attracts thousands of tourists from all over the world. see more:essay about bangalore Recapturing my memory, twenty years ago, Bangalore was a small halli (village) surrounded by many small villages with rich fields which was the main reason for Bangalore’s salubrious and fantastic climate. Trees were planted on either sides of the roads which added to the pleasant and cool atmosphere. The roads were deprived of any kind of noise, motor vehicles and pollution. Bangalore was completely surrounded by green carpets. There were innumerable tanks, ponds and lakes all around. All this may sound like a story but this was how wealthy Bangalore was in terms of its greenery and beauty. One would wake up listening to the chirping of birds, feel the cool and pleasant wind blow over their face. The air was pure and rejuvenating. But today Bangalore, India’s showpiece city for its salubrious climate and beautiful gardens is struggling to keep up its label of â€Å"The Garden City Of India†. The reason behind this being the encroachment of agricultural land for industrialization, construction and development, all of which lead to unexpected, unplanned and haphazard change in the Garden City. Holocaust of trees and vegetation occurred when road widening, laying of electric and telephone lines, establishment of industries, buildings and construction of private colonies began. In less than 12 years the Garden City was converted into a globalised IT capital. All the beauty, the charm, the charisma that  Bangalore once had being the Garden City of the country appears only in books and is lost in the history. But today the scenario is topsy turvy. And my sweet memories turn bitter when I look at the scenario now. Walking down the lanes the only thing that catches one’s eye sight are the tall sky scrapers, slums, barren lands with mountains of waste and vast stretches of colonies. There is rarely any patch of greenery left on the grounds of a city which was once called the Pensioners ‘Paradise’. BBMP (Bruhat Bengaluru Mahanagara Palike or Greater Bangalore City Corporation) is responsible for the safe disposable of the tonnes of waste generated by the city’s residents. Karnataka’s capital city generates more than 4500 tonnes of garbage everyday which is transported to the outskirts of the city to the landfills of Doddaballapur, Mandur and Mavallipura. The committees around these areas have borne the brunt of the city’s garbage, poisoning their environment and succumbing to innumerable diseases. With the unavailability of any further landfills, and the negligence by the BBMP, Bangaloreans have begun to dump the erratic garbage collection along the road sides. All this is a by- product of the ‘use and throw’ culture. Even the road dividers are not spared. The drains, the pot-holes are over- flowing with the wastes. All this is turning into a grave environmental and public hazard. Animals are dying on a large scale by consuming plastic instead of grass, there is widespread of epidemic among the flora and fauna, climatic conditions, rainfall pattern are getting disturbed. The root cause of the problem begins at household where people fail to segregate the wet(organic) and dry(inorganic) waste. This adds to the burden of spending additional money in segregation. The other culprit has been the nexus between the civil Government and the private contractors who have failed in their obligation to manage and collect the waste on time. To curtail the situation BBMP had announced mandatory dry and wet waste segregation for every household. But people’s negligence forced the BBMP to withdraw its order. A feverish hunt is on for hundreds of acres of land to accommodate the 5000 odd tonnes of garbage generated daily by the city’s eight million population. People blame the contractors and the BBMP for not  giving timely service to them and the authorities blame the general public for not taking interest in waste segregation at their home. The blame game is on. It is not that the BBMP has insufficient technology or incapability to handle the waste. Both the local public and the Government should cooperate and hold hands with each other during such a crisis. Tieing up with NGOs and private firms to turn the waste into energy or manure is one such measure to help tackle this problem. Setting up of biogas plants to treat the waste into compost, regular collection and picking up of waste, educating the masses can act as the anchor for BBMP’s sinking ship. The city once called the Garden city is in knee- deep trash today. The tree population is only 17 per 100 people. 74% of the city’s lakes and 66% of the city’s vegetation has been stripped off in the last few years. The sad and bitter truth is that garbage has replaced greenery. It high time that the new Government finds a permanent solution to this garbage menace and bring back the green tag and to prevent â€Å"Brand Bangalore† from getting buried in the mounds of stinking and filthy garbage.

B2B Report

EXECUTIVE SUMMARY The report will firstly analyze the external audit of Processed Food & Food Service and Confectionery & Bakery industries, which consist of two parts – market analysis and customer analysis. From these two parts, the opportunities and threats of the suppliers in these industries, especially DKSH, will be outlined. In the market analysis, business environment, the market and competitors will be examined respectively.Particularly, the opportunities about the increase in demand or a good signal of industrial development will be explained in social factors, economic factors and industry part; these factors will give general information about Vietnam young population and their Western culture receptivity, which will easily increase the demand in such industry.On the other hand, legal factor will threaten DKSH due to the strict requirement in canned food industry that the firm needs to take caution in order to adapt to new regulation; while the economic factors onc e again strengthen the opportunity from social factors due to the increase in GDP growth and income. However, the inflation rate should also be considered because it could cause the inconstant demand and be difficult to forecast future demand in the future. The market part also gives some general information about the size based on the value of packaged food industry around US$12. billion in 2011 with the prediction of 4. 2% growth rate in next two years, which promises the development of these two clusters in the near future. Secondly, customer analysis is divided into two main features, which are current customers and potential customers. In current customer analysis, the report will give the information about each cluster’s market share of the top companies holding the highest percentage; Masan in sauce market, Acecook in instant noodles market, and Kinh Do in confectionery & bakery market.Then, more details information about these current customers will be examined in ter m of sales, their expectation such as building up deeper relationship with their multinational suppliers, and difficulty such as high input cost. After that, potential customer part is analyzed based on proposed potential customer list; this part contains some companies regard to Lien Hoa, Hieu Cau Den in processed food; and Huu Nghi and Hai Ha in bakery and confectionery. Especially, some reasons will be given based on the research and analysis about these companies in order to prove that they re ideally potential customers of DKSH. Thirdly, the internal audit is conducted to give the brief idea about the company; DKSH sales structures are activated in product and geographically based, and the strengths of the company about qualified staffed and good value added service are figured out in resources and marketing mix management part. From industry and customer analysis, the SWOT gives the summary of company strengths and weakness; and opportunities and threats in graph illustration form. Next, the marketing plan is proposed in order to give the best fit with the SWOT.The marketing objective that applied SMART approach will aim to increase the demand, brand awareness as well as the way to approach to potential customers with the specific point of time which is from 1st October 2012 to 1st April 2013. Then, the implementation plans relied on marketing mix, including direct marketing, personal selling and sale promotion will be planned specifically. To give more visual prospect about the marketing plan, the marketing program gives detail schedule as an action plan; and finally the performance evaluation will give some idea about how to evaluate the success of this marketing plan.Contents I. Introduction5 II. External Audit6 A. Market Analysis6 1. Business Environment6 2. The Market8 3. Competitors10 B. Customer Analysis11 1. General Information11 2. Current Customers13 3. Potential Customers17 III. Internal Audit23 A. Company Analysis23 1. Sales23 2. Management o f marketing mix23 3. Resources23 IV. SWOT25 A. Strengths25 B. Opportunities25 V. Marketing Objectives26 VI. Implementation Plans26 VII. Marketing Program27 A. Direct Marketing27 1. Telephone Marketing27 2. Email Marketing27 B. Personal Selling29 C.Sales Promotion29 D. Action Plan29 VIII. Performance Evaluation31 IX. Conclusion32 X. Appendix33 A. Potential Customer List33 B. Mapping Itinerary37 1. Southern37 2. Northern40 XI. Reference41 * Introduction DKSH is one of leading companies in market expansion services that has been established in 1865 and exist for 150 years in Asia. Thus, â€Å"Think Asia, Think DKSH† is recognized as company's slogan and that could tell how successful DKSH is in Asia. With a strong financial performance that has increased rapidly from 2002 to 2011 that exceed 8. % in net sales, DKSH becomes a strongest successful market leader recently. Obviously, its objectives are to help firms to grow their business in new and existing market by supplying know ledge, advice, relationship to reach each individual's goal, expand company's revenue opportunities and increase their market shares by making sure that their client's products are always visible on the shelves at all times. DKSH's business units are divided into 4 main business lines: Food ; Beverage (F;B), Personal Care, Pharmaceuticals and Specialty Chemicals.In fact, this report is going to analyze on 2 small clusters: Confectionary ; Bakery, and Processed Food which included in F;B industry in order to help DKSH to remain on the existing market and expand their business to the new market. To be more specific, integrated marketing communication tools that are direct marketing (telephone ; email), personal selling and sales promotion (trade promotion) will be applied to support push strategy in order to approach to potential customers. External Audit Market Analysis Business EnvironmentSocial Factors According to General Statistics Office (2010), Vietnam population in 2010 is aro und 88 millions with 51. 9% of this figure is younger than 30. Hence, it could become an opportunity for confectionery and processed food markets in increasing demand for consuming these kinds of product due to the receptivity of young population as well as the influence of Western culture. For this reason, suppliers of ingredients for these products can potentially enhance the number of customers as well as their sales in Vietnam market.Legal Factor According to Civil Law Network (2010), the ministry has implemented a new regulation for food safety, and requires all enterprises in food industry to strictly comply with the law of standard safety food. To be more specific, the Government encourages food manufactures in using high quality ingredients and adding more nutrition in their products. Moreover, they also require the manufactures in focusing on managing the supply of ingredients from upstream.Consequently, it could be the threat for food manufacturing companies to manage and have a specialized knowledge about supplied ingredients and their suppliers are expected to invest more in innovating their products in order to meet the regulation and more persuasive for the manufacturing firms to use their products. Furthermore, the regulation for environmental friendly packaging in food service also stricter (Civil Law Network 2010). Thus, it requires food service suppliers to put more effort in investing new or innovating current kinds of packaging that could adapt to environment issues.Economic factors In 2010, Vietnam’s GDP growth rate was 5. 83% (tradingeconomics. com 2012), hence the monthly average income per capital had increased to 39. 4% compared to 2008 and was estimated to be 1,387 thousand VND. As the result, this increase in income have gradually shifted Vietnamese consumers in premium segments such as sweet, ice cream or cakes and consumers also have higher requirements of diverse tastes, food quality, and nutrition for package food and also bakery (Vietnam package food, 2011).It is the good opportunities for supplying companies to catch up with these trends by developing current and new ingredients in respond with these market trends. However, the significant influence of the inflation rate cannot be denied. Based on tradingeconomics. com data, the Vietnam inflation rate in the third quarter in 2011 was around 22. 42% whish was the highest rate in Asia (bbc. co. uk). Hence, the demand in food market had declined in this period; therefore, manufactures can be threatened in forecasting future demand due to some unpredictable economic factors.Consequently, the suppliers are also affected by that because it could be difficult for them to rank the potentiality of their customers in near future. The Market In the report â€Å"Newzealand Trade;Enterprise† (2011), the author states that the value of packaged food industry in Vietnam was approximatelyUS$13. 3 billion in 2011 with the average growth rate at 4. 2% in the next two year. In addition, based on General Statistics Office website (2011), the value of confectionery sales is predicted to increase to US$ 471. 6 million at the end of 2012 and this figure is going to increase more than 10% each year for the next four years. These numbers indicate that there is a very highly potential demand for confectionery and processed food industry. * Competitors Connell Brothers, DKSH and Brenntag have been ranked as top 10 leading chemical distributors in Asia in 2011. Specifically, they all operate in Vietnam and engage in many types of industries such as food ; beverage, personal care, specialty chemicals, and pharmaceutical industry.As shown in the graph, it can be seen that DKSH has much less sales as well as power compared to Connell Brothers in the global market in 2011. At the meantime, the sale of DKSH and Brenntag is slightly different. Therefore, DKSH is required to put more efforts to gain its market share globally in order to build further di stance with Brenntag and shorten the distance with Connell Brothers. Customer Analysis General Information First of all, the paper is going to show some figures related to market share of some leading firms in Vietnam (2011) for two industries: processed food and bakery.For processed food market, market share of sauce and instant noodles have been displayed; while in bakery industry, confectionery and biscuit market have been demonstrated. Market Share- Processed Food (Source: Euro Monitor International) Sauce market For the diagram above, it shows that Masan owns comparatively larger market share than any other firms in such market. But since the portion of â€Å"others† still has 25% of the marker share, it is believed that some potential customers in this category can be found. Instant noodles marketThe major key player in this industry is Acecook, with 51% of market share while the other firms are holding less than 20% respectively. The report selects Masan food as an ins tance to explore knowledge under current customer analysis. Market Share – Bakery (Source: Euro Monitor International) Confectionery market Confectionery market is diverse, with many firms hold similar portion of shares. Among them, Kinh Do takes the 1st place in the market, follow by Huu Nghi and Hai Ha. The 2nd and 3rd key players in the market can be the potential customers for DKSH.Further information related will be given below in â€Å"Potential customer†. Biscuit market There are mainly two key players in the market, Kinh Do and Kraft Food, while each of other firms retain from 4~11% as their market share in the biscuit industry. Due to Kinh Do has an outstanding performance on the market share, the report will take it as a specimen in analyzing current customers. Current Customers There are many customers that DKSH is currently having connection with, including both local and foreign firms.The paper will choose one customer from each cluster, Masan Food and Kin h Do, to analysis the position of it through searching on background information, sales performance, and then raise opportunity and threat. Masan Food (Processed food) Mason Food is belonged to Masan Group, a firm that specialized on Techcombank financial services. After years of operation, Mason Food has become leading brand of processed food market in Vietnam, which has dominance on market share in some product categories. The product range includes fish sauce, soy sauce, instant noodles (74%, 78%, 14% of the market respectively) and other kinds of product.Sales Performance (Source: Business Monitor International ) Opportunity Despite Masan Group is established as a local enterprise, it recently decides to build a relationship of acquisition with Nuiphao Mining Joint Venture Company Ltd, becoming one of the largest private sector resources companies (Masan Group Investor Update n,d). Cooperating with local or foreign investment is an opportunity for firm to receive more capital to invest in its operations. Due to DKSH is a multinational firms already, the business is expected to be enrich by cooperating with local firms in other industries to expand the operation range.Threat As a processed food manufacturer, Masan Food faces a problem that sometimes the price for raw materials is fluctuating(Business Monitor International, 2012). For the earning benefit point of view, Masan Food should pass the costs from consumers, but that can threaten the chance of losing customers. To illustrate, the FMCG industry is a price sensitive environment that contains many brands at similar level. If one brand’s price is higher result from increasing costs to reflect its margin, customers can easily choose another brand because the switching cost is low.Volatile input costs can be a threat to the food manufacturer because the manufacturer needs to choose whether to burden itself or to pass on customers. Same story is applicable in DKSH’s case, if the input price h as a significant increase, DKSH has to decide whether to bear the costs or compensate from its customers; both decisions are having certain drawbacks needed to be considered. Sales Breakdown (Source: hsc company update) Kinh Do Corporation (Bakery and Confectionery) Kinh Do is a local brand that established in 1993, which is one of the largest food producers in Vietnam nowadays.The core business of the firm is food related products: confectionery (cakes, candies), beverage (water, juice) and dairy products. Kinh Do also involved in some other industries such as real estate and grocery retailing. The brand creates a good image that allows them to gain certain customer awareness and even awarded as top ten of Vietnam’s best brands (Ha 2011). Sales Performance (Source: Business Monitor International) Opportunity As indicated before in the report, health awareness has raised from customers when they purchasing confectionery product.Consequently, higher level of quality is require d from food manufacturer in order to satisfy customers. As showed from annual report, Kinh Do provides best materials in manufacturing their products, aim to satisfy its customers in a better extent. Indeed, sellers should be responsible to meet the requirement when there is a concern about product’s specification such as â€Å"health† mentioned above. Without doubt, they can gain more recognition if they can achieve the condition. DKSH is getting involved in this health concerned manufacturing process due to it is one of sellers of Kinh Do.If DKSH can attain the requirement, which it already does, it is expected that the buyers will be satisfied, and they are willing to create more opportunities to corporate with DKSH in the future. Threat Kinh Do depends largely on the domestic market but that makes the company fragile with the fluctuating customer demand (Business Monitor International, 2012). Actually, change in customers’ preference can affect organizationa l demand in both positive and negative ways, but here it seems more likely to be threat from the view of the Kinh Do.Because local buyers are the main sources of generating sales, if the number of them is not stable, firm’s overall performance will obviously be affected. Likewise, inquiry that DKSH received from food manufacturers is affected by customer’s demand. If the perception of buyers is low, sellers will gain lesser results from the declining demand, and vice versa. Being instable with the demand can be interpreted as the firm is actually dependent by the market trend. In this case, DKSH has no control over the changing demand; therefore it can be a threat. Sales Breakdown (Source: hsc company update)Potential Customers Apart from keeping relationship with current customers, exploring new customers is also important for a business. To give our more precise information, the report lists four potential customers from the two clusters, with background information, product range and reason why it is recommended as being â€Å"potential†. Detail contacts of other potential customers can be founded in appendix. Lien Hoa (Processed food) Lien Hoa was established since 2008, by Thierrty Pham, an industrialist who has more than 15 years’ experience in the industry.The firm operates following European standard to ensure the quality of the products. As mentioned from the official website, Lien Hoa has signed exclusive contract with other brands such as Uni-President and Siam Brothers to be its business partners. Moreover, the products of Lien Hoa are widely distributed with supermarkets like Giant, Metro and Big C (Lien Hoa, 2011). Reason Although the brand is new compares to some other existing sellers in the market, it is expected to grow due to qualified and experienced methodology used by the firm.Furthermore, the brand has shown its ambition to boost the market by cooperating with well-known brands like Uni-President. Product rang e Hieu Cau Den Sausage (Processed food) It is a sub branch of Black Bride Food from Taiwan. The brand mainly offer traditional Taiwanese dished rice dumplings, meat floss, and some products commonly seen in Vietnam such as sausage and dumplings. The brand is also an importer for some food and beverage from Taiwan. Even though the brand is not as famous as other brands in the existing market, it is quite popular among the Taiwanese because the products fit their taste better.Reason Situation is slightly different compares to dealing with other brands in this case because the brand is not really concentrating on mass market but more likely on niche market, for Taiwanese currently. Becoming the supplier of it creates an opportunity to enhance brand awareness towards foreign consumers. Moreover, the location is in the same district with DKSH, and therefore it will be easier for DKSH to access. Product range Huu Nghi (Bakery and Confectionery) Huu Nghi is known as a noticeable confection ery brand in Vietnam since 1950’s. is having more than 120,000 retailers throughout Vietnam. Similar to other brands in confectionery industry, the brand holds eligible qualifications as criteria to control fabric of the products. The business expands its relation across the nation to many countries: United States, Japan and Singapore. In addition, Huu Nghi also exploits the business to agricultural products such as pepper and corn (Huu Nghi, 2011). Reason The firm possesses proficient knowledge in trading with businesses across the country, thus, it is foreseeable that their experience can abound the business prospects.Also, as DKSH is a multi-national enterprise, Huu Nghi can understand the operation or regulations better result from their sophisticate. Product range Hai Ha (Bakery and Confectionery) Hai Ha Confectionery Joint Stock Company (HaiHaCo) has set up for more than 40 years and turns it status from public to private in 2003, aiming to provide qualified products to serve its customers. With advanced technology, Hai Ha can utilize its equipment plus the specialists to maximize its effort to engage in confectionery industry.Consumers of Hai Ha choose it as â€Å"Vietnam high-quality goods† for continuous 13 years (Hai Ha, 2011). Reason Apart from dominant brands like Kinh Do, Bibica and Kraft, Hai Ha ranked as 4th in market share of both confectionery and biscuit sector in Vietnam. It can be a great opportunity if DKSH can work with them as a seller due to Hai Ha’s high portion of sales caused by variety products. Product range Sales performance (Source: hsc company update) Internal Audit Company Analysis Sales DKSH has structured its sales force by product based, in which different sales team will be organized based on business lines.This method has created the strength for sales team as it can offer professional and skillful staffs with deep knowledge about their products. Face to face communication facilitates the interaction w ith customers by allowing them to question and negotiate directly, and thus lead to the opportunity to build long-term relationship. Additionally, to ensure the effectiveness of sale team, DKSH also divides its sales force based on geography, in which each sales team will be located and responsible for different areas across Vietnam.Management of marketing mix The annual report of DKSH claimed that DKSH will work with its customers to understand their needs, and then provide customized solutions to them. This is indicated that they are achieving cooperation relationship, which integrated into NPD (new product development) and new resolutions. Moreover, in order to strengthen their relationship, DKSH has provided customers the access to knowledge, advice, relationship, and logistics. At the mean time, DKSH ensures that the customers’ products will successfully grasp the right market.This is shown that there is a chance to build long-term collaborative relationships between the m. If this relationship remains well, then there will be potential to create long term alliances – to build specialist knowledge or strategic partnerships. Resources Due to the world wide sourcing network in more than 70 markets and the expertise in each cluster, DKSH is very confident in providing any needed ingredients for its customers. Moreover, for highly applicable purpose, research and analysis service can also help customers in creating and developing new or customized product ideas.Obviously, this is also one of DKSH strengths as it helps customers to be able to sustain in their market and differentiate their product offerings over competitors. DKSH has applied SalesForce. com as its own tool to manage sale teams. It allows each individual sales person to organize the new, potential and current customer’s information and the managers then can look at the working process of their inferiors. Moreover, DKSH can also translate all customer data to up date informat ion in timely manner. Another strength of DKSH is that it can efficiently manage its distribution channel.To allocate the channel tasks, the firm needs to achieve four main factors regarding reduce complexity, increase value, transaction efficiency and service quality. DKSH has industry expertise and offer â€Å"comprehensive Market Expansion Services†; therefore the firm can help its customers to reduce the number of separate exchange that they need to take place in order to collect different ingredients that are needed for their production. The firm does not only provide materials to manufactures but it also provides the concepts and formulations that go with these materials.For this reason, understanding what customers expect is one of the necessary key that takes part in DKSH’s success; therefore value is added in each process. Moreover, DKSH offers the whole supply chain management; hence its customers can be beneficial in getting lower operational costs and also in increasing the value. Non-stop in innovating the new sources or materials to meeting customer’s needs for their own application or market trend is one of the advantage that illustrates for DKSH’s good service quality.Furthermore, the organization also have good after sales services such as monitoring of technical staff at customer site, order processing and warranty timely delivery. SWOT Strengths DKSH recruits experienced staff and professions in the field, the prominent knowledge level can be a base for providing stronger technical support. Instead of only supplying for ingredients, DKSH offers formulation description discussion with customers to understand them better for value-added services. With this tradition, DKSH can set up a long term relationship with its customers. DKSH offers â€Å"comprehensive market expansion service†.This benefits customers by reducing the number of exchanging points to go through. Consequently, operating and transaction cost s can be lessen. Opportunities Purchasing power of customers in Vietnam is enhanced caused by an increase in GDP; they have better earning to make purchase and thus greater demand of luxury food items can results. It is expected that lifestyle of young population in Vietnam will differ from Generation X, preferring more ready meal like confectionery products and processed food. Hence, a growth in demand is foreseeable. Marketing Objectives Objectives of the marketing plan will be outlined based on SMART approach.Firstly, the new potential customer list which does not include in DKSH’s current customer list helps DKSH to expand its customer database in its internal network regard to salesforce. com. Secondly, the direct marketing such as telephone and email marketing plan will be proposed from 1st October 2012 to 8th March 2013 in order to approach the potential customer list step by step and enhance the brand awareness in both current and potential customers. It will be able to achieve 40% of number of potential customers who are willing to answer through phone call or email.Thirdly, personal selling plan is applied from 15th October 2012 to 31st October 2012 to achieve the remained number of potential customer from above step; hence the sales of the company is estimated to increase by 30%. This plan will be conducted according to the mapping itinerary which helps the sale team easily to visit customer based on the efficient action plan. Finally, sales promotion program is planned as the boom strategy in order to help DKSH easier to create the demand among potential customers that applied in direct marketing and personal selling plan.Implementation Plans The most appropriate B2B marketing communication strategy that should be used to approach to potential customers as well as make them become DKSH’s â€Å"current† customers is push strategy. Specifically, direct marketing, personal selling, and trade promotions will be used by DKSH to make its potential customers aware of its products and create demands, as well as to maintain and strengthen relationships with the current customers. Marketing Program Direct Marketing Telephone Marketing Potential customersIn direct marketing, telephone marketing should be used to directly communicate with these potential customers; DKSH should come up with the calling schedule, which indicates the number of sales people and the number of manufacturers (potential customers) need to be contacted in each region in one day. To illustrate, there are around 60 potential customers founded by the research team; DKSH can assign its sales people to make the call to 10 manufacturers in one day. This means DKSH will reach all 60 manufacturers within 6 days.In order to save customers’ time and the company’s costs, the sales persons should not introduce too much about DKSH’s history and its achievements via telephone. Instead, they should go straight to the core information su ch as types of products or ingredients that the customer needs, the price, and what DKSH can do for them. Moreover, the good point of this strategy is that it offers two-way communication and thus allows customers to question directly. For this reason, it is very important for DKSH to assign skillful spoken sales people to this project. Current customersIn addition, it is also important to schedule the calls to current customers in order to inform them about DKSH’s new products or ingredients, promotions, as well as to remain relationships with them. To illustrate, DKSH now has totally 105 current customers for food ; bakery cluster; assume that it will call to 10 customers in 1 day, so it will finish calling to all 105 customers within 11 days. It is recommended that DKSH should make this calling schedule every six months; at the beginning of each month for the current customers in order to keep frequent contact with them to update their latest situation and their new demand s.Email Marketing Potential customers As mentioned above, telephone marketing is used for the purpose of reaching potential customers by going straight to the core issue and providing them the core information. Therefore, other general information such as company’s background, history, achievements, number of skillful staff and techniques, and types of business lines will not be discussed in detail via telephone marketing. For this reason, it will be a good idea to email this information to DKSH’s potential customers so that they can have a clearer sight about DKSH.It is recommended that DKSH should email to the potential customers that it cannot successfully reach in telephone marketing for once a month to remind them and make them aware of DKSH products; it should do this at the beginning of each month. Current customers In telephone marketing, the sales people will inform the current customers about new products or ingredients, and the promotions. Then, in the email marketing, these sales people will email to the customers the related information in detail, such as the price table that indicates the price of each type of new product.Obviously, this tool is faster and incurs lower costs compared to other tools. Moreover, it tends to be more convenient to the customers compared to the telephone marketing. To illustrate, some contacted customers are so busy that they cannot listen too much what DKSH sales people want to tell them. In this case, email will be a better choice. As mentioned above, DKSH should make calling to the current customers every 6 months to frequently update their new demands.Simultaneously, DKSH should also try to come up with new products every 6 months to help its current customers to sustain in the competitive market as well as to retain them. Then, the sales people will email this related information in details to these customers; also do this for every 6 months, and at the beginning of each month. Personal Selling In pe rsonal selling, sales representatives of DKSH will be assigned face-to-face to these potential manufacturers in each region; these manufacturers (potential customers) are those that DKSH cannot catch in direct marketing.The number of sales representatives will be decided relying on the number of manufacturers in a particular region. To be more specific, DKSH can go to visit 4 manufacturers in 1 day; keeping doing this until it can catch up all of the potential customers that left in direct marketing. The main task of these representatives is to try to understand customers’ purchasing criteria as well as to provide brief information about DKSH’s main industries and products in order to increase the product awareness. Moreover, it is important to emphasize the benefits that DKSH can bring to them. Sales PromotionIn trade promotions, the telephone marketers and sales representatives should emphasize that DKSH will offer lower prices (5% discount) compared to the market pr ice to its potential customers for their first purchases; this means the more they purchase, the more discount they can get. Therefore, it will be the incentive for these customers, and this type of promotion will be applied to the potential manufacturers in all regions. Action Plan Task| Timeline| | 1st October – 31th December 2012| | W1| W2| W3| W4| W5| W6| W7| W8| W9| W10| W11| W12| Telephone Mkt| | | | | | | | | | | | |Email Mkt| | | | | | | | | | | | | Personal Selling| | | | | | | | | | | | | Sales Promotion| | | | | | | | | | | | | | Timeline| | 1st January – 1st April 2013| | W13| W14| W15| W16| W17| W18| W19| W20| W21| W22| W23| W24| Telephone Mkt| | | | | | | | | | | | | Email Mkt| | | | | | | | | | | | | Personal Selling| | | | | | | | | | | | | Sales Promotion| | | | | | | | | | | | | Performance Evaluation | Objective| Strategies| Evaluation| 1| Increase Brand Awareness| * Telephone * Email * Personal Selling| * Numbers of customer who are willing to answe r a call and give helpful information. Numbers of customer who reply email and make a request for further discussion. * Numbers of customer who are willing to interact with sell person and distribute in the conversation. | 2| Increase Sale| * Personal Selling * Sale Promotion| * Numbers of customer who accept to make a contract with DKSH in supplying necessary ingredients. | 3| Create Demand | * Sale Promotion| * Number of customers who firstly have no demand in finding new suppliers but changing later due to competitive proposed price. Conclusion In this report, the general information about Processed Food ; Food Service and Confectionery ; Bakery clusters will be analyzed in order to outline the SWOT analysis for DKSH. Additionally, Push strategy will be applied to reach 60 potential customers. Specifically, integrated marketing communication tools such as direct marketing (telephone and email marketing), personal selling and trade promotions will be used to support the push strat egy to approach to the potential customers.At the same time, these tools can help to retain and strengthen relationships with the current customers. Appendix Potential Customer List Mapping Itinerary Southern Northern Reference 1. ‘DKSH seeks a boost in Asia’ 2012, ICIS news, posted 13th August, viewed 1st September 2012, ;https://docs. google. com/a/rmit. edu. vn/viewer? a=v;pid=gmail;attid=0. 1;thid=1392e4d1b429e96b;mt=application/pdf;url=https://mail. google. com/mail/u/0/? ui%3D2%26ik%3D0e4ae12cf9%26view%3Datt%26th%3D1392e4d1b429e96b%26attid%3D0. %26disp%3Dsafe%26zw;sig=AHIEtbQnvWZ6Rh09SpbtN_3J-u-kBRPiKg; 2. Agri-Food Canada 2011, Package Food in Vietnam, Agriculture and Agri-Food Canada, viewed 14 August 2012, ; http://www. gov. mb. ca/agriculture/statistics/agri-food/vietnam_packaged_food_en. pdf; 3. BBC 2011 â€Å"Vietnam Inflation Rate Hits 13. 9%†, BBC, 22 March 2011,viewed 15 August 2012, ; http://www. bbc. co. uk/news/business-12845809; 4. Brenntag Asi a Pacific 2012, Brenntag Vietnam Co Ltd, viewed 28th August 2012, ;http://www. brenntag-asiapacific. com/en/pages/Brenntag_Asia_Pacific/Lo

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