The Effect of Walking on Blood Pressure Essay -- Health, Diseases

The Effect of Walking on Blood Pressure Walking is one of the oldest means of transport known to mankind as well as a more physical activity undertaken by the majority of people in their lives. Walking has become an interest field for researchers, where there is evidence to show how walking can help in the prevention and treatment of many chronic diseases, such as cardiovascular disease, diabetes, renal diseases, hypertension, breast cancer, colon cancer, depression, stress and obesity. It has also become a major recommendation of the American College of Sports Medicine (ACSM) and the Center of Disease Control (CDC). It is suggested that brisk walking for 30 minutes, 5 days a week, at 3-4 miles per hour for adults is a form of moderate intensity physical activity which can prove effective as a useful prevention and treatment model (Lee and Buchner, 2008). Many studies have provided evidence that walking is an effective approach for decreasing blood pressure in both hypertensive and normotensive, and that there is an inverse relation between them (Kelley et al, 2001). A recent systematic review, which involved 27 randomized controlled trials, showed a reduction in either systolic/diastolic blood pressure, or both, in response to a walking programme. This reduction was significantly statistically shown in 9 trials. Of these 9 trials, three studies reported that the decrease was significant for both systolic and diastolic blood pressure, four showed a significant decrease only in systolic blood pressure, while two studies found a significant reduction in diastolic blood pressure. The mean difference between walking groups and control groups was found to range from -5.2 to -11 mmHg for systolic blood pressure, while for diastolic ... ...s too long, participants may be unwilling to follow or complete it. Thus, it has been found that a walking programme which is more than 12 months long is less effective than a 6 month programme, and that the explanation for this is due to a decrease in the participants’ adherence to the programme (see Lee et al, 2010). It seems that the longer the programme, the less likely it is that the individual will keep to it. It was found (by Lee et al, 2010) that the way in which the time spent walking each day was divided up made no significant difference in terms of reduction of blood pressure response. The study measured the effect of walking on blood pressure by dividing the daily session of walking into three short bouts of 10 minutes; and it was found that this had the same effect on blood pressure as a continuous uninterrupted daily walking session of 30 minutes.

David Malouf explores the emotional and physical struggle Essay

David Malouf explores the emotional and physical struggle a hero must face before attaining glory. Evaluate this statement. In your response discuss how two characters are represented as heroic through their quest. Heroism is a valued concept that has transcended through time and has been the subject of a great deal of literature. David Malouf’s appropriation of Homers epic The Iliad explores this notion of heroism through the characterization of King Priam, directly battling the contextual hero of the time, Achilles. Through descriptive language and stylistic conventions, Malouf showcases that it is the emotional and physical struggle that a man must face to ultimately attain glory, thus becoming a hero. This statement is epitomized through the contrasting protagonists Priam and Achilles, who are both sequentially transformed through their metaphysical journey. Malouf has deliberately structured his text in separate books, to take the readers on a journey, mapping their path to glory whilst teaching us the importance of the ordinary hero. Classically, a hero demonstrates qualities of endurance, bravery and physical prowess, epitomized by Achilles at the start of the novel. Malouf initially celebrates Achilles as a hero, being â€Å"blessed† by the Gods with supernatural abilities and a â€Å"brooding presence†, which intimidates the entire Trojan army. However, while Achilles’s training and apparent destiny is to attain glory and die â€Å"a hero’s death†, Malouf soon reveals his dissatisfaction and emotional struggle with his current disposition. In the context of Patroclus’s death and loss of family Achilles’s thumos overwhelms him, this grief accentuated through the repetition of â€Å"wept†. His killing of Hector sets his spirit â€Å"off on its own downward path† a metaphor portraying the similar downward path he experiences at this part of his journey. This search for salvation leads him to drag the body of Hector around the walls of Troy, juxtaposing his former honour, â€Å"He is their leader, but he breaks daily every rule they have been taught to live by†. Malouf manifests the struggle of Achilles and portrays his negative spiritual journey through the exploration of dark imagery, articulating upon his soul’s â€Å"corruption†, surrender to a â€Å"darker agency† and being caught in a metaphorical â€Å"clogging grey web†. Although Achilles can be considered a hero, these human traits highlight his flaws leading to a metaphysical struggle within himself, which gives Malouf scope to further develop his journey of self-discovery. This journey of struggle takes him from a grief stricken avenger to compassionate father/man/hero. Achilles is a lost hero at the end of book 1â€Å"waiting for the break†, waiting for â€Å"something† to â€Å"Break the spell† that is on him. Within Book 4 Malouf delivers Achilles’s salvation in the form of King Priam. It is here Priam implements a metaphysical journey upon Achilles, forcing him to look inward from the fatherly figures point of view, his regret captured through the metaphor â€Å"a great wave of sadness† passed by. Malouf depicts Achilles’s transformation through the imagery of â€Å"the ice cracks†, conveying the mutual understanding shared, as Achilles accepts Hector’s â€Å"honorable death† for the first time. Achilles learns a compassion for the enemy, clearing his â€Å"heart of the smoky poison† and continuing the water motif with â€Å"a cleansing emotion†¦flooded through† leaving behind his guilt and struggle. Malouf epitomizes the transformation through describing Achilles with a â€Å"lightness† which is in direct juxtaposition of the earlier dark imagery. It is clear that Achilles has been forever enlightened by Priam’s appeal, finding a â€Å"balance† between his conflicting dual nature. Malouf ends this quest as Achilles regains his warrior status and developed the absent qualities of integrity, compassion and honour â€Å"in the very breath of the gods, of the true Achilles, the one he has come all this way to find†. This quote further integrates the epic convention of the god’s intervention, undermining Iris’s initial â€Å"concept of chance† developing the theme of destiny. Through changing the perspective of the book from Achilles to Priam, Malouf is able to encapsulate the quest and transformation from king to man. Hector’s death acts as a catalyst, sparking the old king to leave his golden cage. In this claustrophobic setting, Priam instinctively feels denied true companionship with his fellow man. This is amplified through the shallowness of the relationship he and his son shared, which is felt all the more acutely in the context of Hector’s death. Priam, through an epiphany brought upon by the gods decides to break free, envisioning â€Å"himself †¦ dressed in a plain white robe without ornament† into Archilles camp to ransom the and bring home the body of his son. This vision has elements of the heroic, in risking his life, and undertaking what has â€Å"never been done before† in the annals of Troy. When convincing his family of the proposition to ransom Hector, Priam’s argument is reinforced through the repetition of â€Å"I believe†. It is Priam’s journey that transforms his life from the artificial â€Å"kingly sphere† to one attaining real feelings and emotion. Books 2 and 3 change the perspective from Achilles to Priam, where Malouf encapsulates Priam’s quest from king to man. Hector’s death acts as a catalyst, sparking Priam to transform from his passive and â€Å"symbolic† role of king to a man feeling â€Å"bold† and â€Å"defiant†. Tiring of his life of isolation, Priam’s epiphany of â€Å"himself †¦ dressed in a plain white robe without ornament† heading into Archilles camp to ransom the body of his son is heroic. It challenges all convention, contains high ideals and involves risk of life, a quest of glory. Priam must first struggle with his wife, then his children and councilors â€Å"you expect that jackal†¦ to be moved by this touching pantomine? † rhetorical questioning emphasizing yet again the constraints of his kingly realm. The introduction of Somax as the metaphor of the ordinary man allows Priam to reconnect with basic values such as â€Å"interest† and â€Å"curiosity†. This relationship is an essential part of Priam’s journey, as he gains an understanding of the â€Å"outside world† developing into a real man and father. Malouf uses simile and irony when comparing Priam to a â€Å"toddler† as he is the king yet Somax is the adult in the relationship. By making Priam the child, Malouf demon`strates how far Priam must travel in his journey of self-discovery. Within book 4 the climax of Priam’s journey takes place, as he confronts the murderer of his son. From the very moment he enters the Greek camp the gods clearly support Priam, as the portal gate was moved by some â€Å"invisible agency†. This epic convention is further developed by Malouf as Priam’s sudden ability to speak well becomes a strength â€Å"Would your father†¦not do the same for you? † appealing to Achilles’s humanity through rhetorical questioning. Here Priam’s physical and emotional strength shines through, as the final product of his heroic quest has been developed â€Å"I have come to you†¦man to man†¦for the body of my son† epitomizing his newfound endurance, bravery and compassion. Through the mutual bond of fatherhood the reader observes Priam’s transformation from a â€Å"child† to a man able to leave the great Achilles begging â€Å"No more! Please! † Malouf takes Priam on an emotional and physical struggle, who ultimately attains glory through reducing himself into the ordinary man â€Å"the I is different†¦I come as a man of sorrow†¦ but also as a hero of a deed that†¦ was never attempted. † that he himself can recognize through successfully ransoming the body of his son Hector. Priam exemplifies humility when meeting Achilles, using the strength from the gods to aid him on his noble pursuit. Now Priam must struggle with not just his emotions: he must remain strong against the physical fear of losing his life. He makes his appeal and â€Å"closes his eyes. Now he thinks, now they will strike†. Here Priam’s physical and emotional strength shines through. He is an old man, he has traveled far, he faces death at the hands of the ultimate warrior. He has braved these physical challenges while keeping a cool nerve and winning Achilles over with his simple manly dignity. Q1 Hero heroic journey Heroic qualities, how they are highlighted Literary techniques Language in an evocative manner Simple/Direct Shifts in point of view Clear images of characters Structure chronologically Malouf remains faithful to Homers Book 24 through allowing the gods to intervene in the affairs of human undermining the god Iris, showcasing that the concept of â€Å"chance† was Achilles could never have dreamt that the special something would come to him in the form of plainly dressed King Priam, Malouf is clearly faithful to Homers book 24, drawing upon similar epic conventions when delving into Priam’s quest of self-discovery, implementing the feeble old king to effectively challenge the depiction of heroes. Malouf is clearly faithful to Homers book 24, drawing upon similar epic conventions when delving into Priam’s quest for glory, effectively challenging the depiction of heroes. The idea of glory is explored in depth in the novel Ransom. It is clear from the novel that the concept of â€Å"attaining glory† is subjective. Glory could be a high level of reknown peers, or in the case of Priam and Achilles achieving honour that they themselves can recognize.

How Can Global Thinking Support You?

How can Global Thinking support you? Inform The Global Thinking team offers fresh perspectives on learning from our long experience in diverse local and global contexts. Inspire We provide advice and training, resources and research to bring insight, challenge perceptions and enable creative thinking for 21st Century learning. Innovate We work in partnership with clients and education specialists on practical and innovative approaches for differing teaching and learning needs. Global Thinking provides inspiration and innovation in global learning.Our specialist team provides training and consultancy to educators who enable young people to shape their futures in a fair and sustainable world. Education The term was increasingly applied to initiatives in international education and was advanced by  Stuart Grauer  in his 1989 University of San Diego publication, Think Globally, Act Locally: A Delphi Study of Educational Leadership Through the Development of International Resources in the Local Community. In this publication it was attribed to  Harlan Cleveland. 15]  It is said that this term was used by German-American  sociologist  Eugen Rosenstock-Huessy[citation needed]  in the 1950s or earlier, prior to the formation of the  United Nations Organization. It is not only corporations that are acknowledging the importance of environmental issues, but also the education system. Government officials and school boards across the world are beginning to develop a new way of teaching. Globalization is now thought of as an important concept to understanding the world.Certain schools believe it is important to discuss global issues as young as 5 years old. It is students who are our future, therefore understanding the concept of â€Å"think globally, act locally† is fundamental to our future. [16] Definition â€Å"Think globally, act locally†Ã‚  urges people to consider the health of the entire planet and to take action in their own communitie s and cities. Long before governments began enforcing environmental laws, individuals were coming together to protect habitats and the organisms that live within them.These efforts are referred to as grassroots efforts. They occur on a local level and are primarily run by volunteers and helpers. â€Å"Think Globally, Act Locally† originally began at the grassroots level, however, it is now a global concept with high importance. It is not just volunteers who take the environment into consideration. It is corporations, government officials, education system, and local communities. It is now extremely important to consider global markets and communities when doing business.Global markets and large corporations have one of the largest impacts on the environment, it is their influence and actions that are vital to the survival of our planet. Large corporations have the most impact on the environment, therefore â€Å"thinking globally and acting locally† can make a major dif ference in the survival of our planet. Warren Heaps states â€Å"it's really important to recognize that markets are different around the world, and company compensation programs should reflect a balance between global corporate philosophy and local practice and culture†. 1] About the Department The Faculty of Arts and Letters is an institution of learning geared towards the development and fulfillment of the total person, the Universal Man, focusing on the Arts and the Humanities, mainly, and spreading out to include the sciences, social and natural, guided by Christian faith and avowed Thomasian ideals and the highest social, national, international and even global standards and objectives.The envisioned goal is the Colege's turning out not only of learned but wisened individuals who, motivated by the highest standards of excellence, excel in their chosen fields, eventually becoming role models in society, potential leaders and achievers of the country, all in the spirit no t only of personal but also social and more importantly, spiritual commitment. The Faculty's goals and objectives are: An ideal confluence of mind, heart and spirit, in the service of the total rounded man.Expertise in one's own chosen field and an adequate spreading out of interests, skils, concerns, in other, fields, allied of otherwise. An enhanced and enriched cultural background including a sense of history and tradition while being abreast with the modern technology of a network world. Ample exposure to and immersion in research as well as creative and critical endeavors. Sympathy and concern for the socially needy and handicapped through consistent efforts and interst in community service.Constant cultivation and preservation of Philippine values at the same time cognizant of what are timeless and universal. History The liberal arts and philosophy had been taught in the University of Santo Tomas since its foundation in 1611. The Faculty of Philosophy and Letters was establish ed in 1896 and the College of Liberal Arts in 1926. In 1964, however these two colleges were merged and given the general name of Faculty of Arts and Letters. Courses offered then were Bachelor of Arts, Bachelor of Literature, and Bachelor of Philosophy.In the course of time, new majors were offered. In the academic year 1971 to 1972, the Faculty started to offer the degree of Bachelor of Arts in Asian Studies, Behavioral Science (which evolved form the originally offered LiA-Com), Communication Arts, Economics, Journalism, Literature, Philosophy,Political Science, Sociology, and Translation(which was eventually phased out). In 1994, another major, Legal Management, was created to serve the relevant needs of students who intend to go to law after graduation.And so, presently, ten majors are offered in the Faculty of Arts and Letters to wit; Asian Studies, Behavioral Science, Communication Arts, Economics, Jouranlism, Literature, Legal Management, Political Science, Philosophy, and S ociology. Common courses offered in the Faculty of Arts and Letters are designed to develop the minds and sensibilities of the students and to inculcate in them human values and the appreciation of the country's cultural heritage in the light of Christian faith and tradition.Furthermore, they intend to provide the students with the necessary background for them to develop into informed, responsible, and concerned rounded citizens of this country, guided by the mission-vision not only of the College but more importantly, of the University of Santo Tomas. â€Å"Mga Uri Ng Pagsulat†Ã‚  StudyMode. com. 01 2011. 01 2011 .

Natureview Farm

Table of Contents Introduction2 Main Issues3 Company Background3 Natureview’s Profile Products4 Market Trends Analysis for organic product4 Yogurt Market Trends5 Yogurt Market Segmentation by Packaging6 Yogurt Market Segmentation by region7 Yogurt Market Segmentation by Competitors8 Yogurt Market Segmentation by Distribution Channel10 SWOT Analysis10 Analysis of Strategic planning Options11 Recommendations14 References14 Introduction Fundamentally, this paper is about our findings of the Natureview Farm’s case study.In order to understand comprehensively about this company, we need to investigate further for the company’s past and current activities which is it will affect future growth of the company. All of this information is imperative to us in decision making process. Moreover, we could also make a decision what is the best strategy for the Natureview Farm. To understand thoroughly about the company, we need to: * Analyze the company's history, development, and growth. * Analyze the external environment. * Evaluate the SWOT analysis. Explain each option of the Natureview Farm based on qualitative and quantitative analysis. * Make recommendations. Main Issues Currently the company faced a new challenge situation – to identify the best marketing plan in order to grow revenues by over 50% before the end of 2001. The main focus of the company was whether to expand into the supermarket channel to achieve their expected revenue. A decision which would represent a major departure from the company’s established channel strategy and which would impact every aspect of Natureview’s business.Company Background Established in 1989, Natureview Farm is a small yogurt manufacturer which emphasizes the use of natural ingredients and a special process that gave the yogurt its unique smooth, creamy texture without the artificial thickeners which produces high quality yogurt. The yogurt was manufactured at the Natureview farm producti on facility in Cabot, Vermont started with 2 sizes of cup in two flavours- plain and vanilla. The sizes of cup are 8-ounce (Oz) and 32-ounce (Oz).Natureview Farm’s revenue had growth from less than $100,000 to 13Millions as reported in income statement 1999. Because of the emphasize of natural ingredients and it strong reputation for high quality and great taste help the company to grow up to national distribution went on to attain leadership in nature food. By the year 2000, the company producing 12 refrigerated yogurt flavours in 8-Oz and 4 flavours in 32-Oz. The company had also started exploring Multipack yogurt products for the child package in 4-Oz cup and yogurt package in tubes.Even though in 1997, Jim Wagner as Chief financial Officer has recommendation to arrange for an equity infusion from a venture capital firm to fund strategic investments are successful, the investor now needed cash out of its investment in Natureview. Now Natureview management has faced critica l problem and need to find another investor itself because their current goal is to increase revenues to $20 million before the end of 2001. * Natureview’s Profile Products Yogurt is a dairy product, the result of milk fermented in a carefully controlled environment.Special bacteria added to the milk change its texture and give yogurt its unique health properties – it is a good source of calcium and improves digestion. Below are the criteria of the nature’s product: 1. Natureview yogurt flavour and texture was the company’s founder’s family yogurt recipe, the recipe used natural ingredient and no artificial thickeners which produce great and high quality taste. 2. The company used milk from cows untreated with rGBH, an artificial growth hormone that increased milk production. 3.Because of their special process and ingredient, Natureview life span on the shelf was 50 days longer compared to other competition’s only 30 days. 4. Natureview has 12 refrigerated yogurt flavour in 8-Oz and four flavours in 32-Oz cups. Market Trends Analysis for organic product 1. The organic foods market, worth $6. 5 billion in 1999, was predicted to grow to $13. 3 billion in 2003. 2. Generally, organic product consumer tended to have higher incomes, have more education, and live in the Northeast and West. 3. 67 % of U. S. ouseholds specify that price was a barrier to their purchase of organic foods and 58% of consumer expressed that they would buy a more organic product if it were cheaper. 4. 44% of consumers want a wider selection of organic product in supermarkets. 5. Below are market trend findings : * Yogurt Market Trends A comprehensive analysis must be applied in order to understand and evaluate the market trends of yogurt product. It is important for the management to focus on the areas that are needed for improvement especially on customers’ satisfaction because it will yield greater profitability for the company.For instance, the management should know better on what are the current market trends and their customers’ wants from their product. In addition, some factors in purchasing decisions that are made by customers should be analyzed by the company. Several factors in purchasing decisions are such as packaging, flavour, price, freshness and ingredients of the yogurt. Such product measurements are imperative not only to maintain the quality of the product itself, but it also will retain and attract more customers for choosing Natureview Farm’s yogurt rather than competitors’ yogurt. * Yogurt Market Segmentation by PackagingBased on the market trends, the most popular sizes of yogurt cups were in 6-oz and 8-oz which contributed to 3% of the segment’s growth per year. In addition, these also were representing 74% of total category supermarkets sales in U. S. dollars. Women especially bought 8-oz yogurt cups because of their health consciousness. The second largest segment is multipacks size which represented 9% total category supermarkets sales with 12. 5% growth per year. This second largest segment customarily consumed by children because of their mothers concern about their health and fastest growth.The last segment which is 32-oz. cup size represented 8% of total category supermarkets sales and was growing at a modest of 2%. Normally, the buyers of 32-oz. were heavy yogurt consumers. They are either consumed the yogurt plain, added some ingredients or used it in recipes. Plain and vanilla were the most famous flavours. Buyers also put brand, expiration date and price as important purchase criteria for this size of yogurt. * Yogurt Market Segmentation by Region Based on the market segmentation by region, it could be identified that the West and the Northeast possess high market shares.The West contributed to 27% whereas the Northeast contributed to 26% of national U. S. market. The main factors that contributed to these high percentages were the shop pers who live in the West and the Northeast have higher incomes and more education. In addition, the Southeast possesses 25% and the Midwest possesses 22% of market shares. Regardless of channel or distribution, the buyers’ habit of buying yogurt depended on their unique characteristics. Some of buyers were more concerned about the quality of the yogurt while some of them were concerned about the yogurt’s price or vice versa. * Yogurt Market Segmentation by Competitors We had identified four close competitors of Natureview Farm’s yogurt. These top four competitors are Dannon, Yoplait, Breyers and Columbo. Dannon and Yoplait are controlling over 50% of the yogurt market share. As indicated in the supermarket Channel’s pie chart, we could see that Dannon holds 33% of yogurt market share whereas Yoplait holds 24%. The sales of these yogurts are conducted through two dominant distributor channels which are supermarket and natural foods channel.As we could see in the natural foods channel, Natureview Farm was leading which holds 24% of yogurt market. Other than these, these yogurts revenues were also generated through warehouse clubs, conveniences stores, drug stores and mass merchandisers. * * * Yogurt Market Segmentation by Distribution Channel Based on yogurt market segmentation by distribution channel, we could conclude that the distribution channels were divided into supermarkets and natural foods store. 97 % of yogurts were sold in the supermarkets while 3% of yogurts were sold in the natural foods store.The sales and distribution process of Channels Supermarket Channels Process Supplier aka manufacturer usually sends their product to a large distribution centre, which in turn shipped directly to the supermarket chain’s warehouse. The distributors and retailers charged a mark-up price on product that flowed through their warehouses or store. In order to place the product in the supermarket, manufacturer will required to pay one-off time â€Å"slotting fee† for each SKU only in the first year it was introduced and then to participate in regular trade promotions.If the SKU failed to show any profit for the supermarket within the year, the supermarket would discontinue the product and would require a new slotting fee payment if the manufacturer sought reauthorization of the SKU. Some key points in the distribution of supermarket channel process are as below: 1. The typical distributor margin is 15% and the typical retailer margin is 27% 2. Supermarket would charge in average of $0. 74 for 8-oz cup of yogurt, $2. 70 for 32-o cup of yogurt, and $2. 85 for 4-oz cup of multipack. Natural Food Channels processFirstly, manufacturer shipped the product to the natural wholesalers and then wholesalers will ship the products to the distributors which responsible to delivered product to the retailers. Distributors would deliver products individually to the retailers, and in some cases even stock the shelves a nd track paperwork. Lastly customer gets the product from the retailers. Natural Food retailers will charge the manufacturer for one time allotment of one free case of product for every new SKU authorized for distribution in its first year. Some key points in the distribution of natural food channel process are as below: 1.The typical natural food wholesaler margin is 7%, the natural food distributor margin is 9% and the typical retailer margin is 35% 2. Retailers would charge in average of $0. 88 for 8-oz cup of yogurt, $3. 19 for 32-o cup of yogurt, and $3. 35 for 4-oz cup of multipack. Exhibit: 1 – Length of channel to market Channel Margin Analysis By using Margin analysis , we can identify the profitability of these channels and we can indicate which channel would provide the expected revenues of Natureview Farm. This analysis is based on the given point in the case study and each of the analysis is divided based on type of yogurt size.The results are as below. 1. Result of Natural Foods Channel | | Unit Cost for 8-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 31| 36%| 0. 48| 0. 17| 56%| Wholesaler| 0. 48| 7%| 0. 52| 0. 04| 8%| Distributor| 0. 52| 9%| 0. 57| 0. 05| 10%| Retailer| 0. 57| 35%| 0. 88| 0. 31| 54%| Customer| 0. 88|   |   |   |   | | | | Unit Cost for 32-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 99| 44%| 1. 75| 0. 76| 77%| Wholesaler| 1. 75| 7%| 1. 89| 0. 13| 8%| Distributor| 1. 9| 9%| 2. 07| 0. 19| 10%| Retailer| 2. 07| 35%| 3. 19| 1. 12| 54%| Customer| 3. 19|   |   |   |   | | | | Unit Cost for 4-oz multipack| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 1. 15| 69%| 1. 84| 0. 69| 60%| Wholesaler| 1. 84| 7%| 1. 98| 0. 14| 8%| Distributor| 1. 98| 9%| 2. 18| 0. 20| 10%| Retailer| 2. 18| 35%| 3. 35| 1. 17| 54%| Customer| 3. 35|   |   |   | à ‚  | 2. Result of Supermarket Channel | | Unit Cost for 8-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 31| 32%| 0. 6| 0. 15| 48%| Distributor| 0. 46| 15%| 0. 54| 0. 08| 18%| Retailer| 0. 54| 27%| 0. 74| 0. 20| 37%| Customer| 0. 74|   |   |   |   | | | | Unit Cost for 32-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 99| 41%| 1. 68| 0. 69| 69%| Distributor| 1. 68| 15%| 1. 97| 0. 30| 18%| Retailer| 1. 97| 27%| 2. 7| 0. 73| 37%| Customer| 2. 7|   |   |   |   | | | | Unit Cost for 4-oz multipack| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 1. 15| 35%| 1. 77| 0. 62| 54%| Distributor| 1. 77| 15%| 2. 8| 0. 31| 18%| Retailer| 2. 08| 27%| 2. 85| 0. 77| 37%| Customer| 2. 85|   |   |   |   | As you can see, % mark-up in Natural foods channel is higher compared to supermarket channel in all sizes of yogurt in the manufacturer phase which means higher profitability. Natural food channel is able to cost more to the customer compared supermarket channel due to lower price sensitivity among natural foods customers as well as % mark-up from the Natural foods wholesaler. SWOT Analysis The overall evaluation of a company’s strengths, weaknesses, opportunities, and threats is called SWOT analysis.It’s a way of monitoring the external and internal marketing environment. External Marketing (Opportunity and Threat) Analysis: Opportunities 1. Supermarket channel will provide the company's noteworthy potential of growth for getting higher revenues. 2. Yogurt sales through natural food stores had grown 20% per year. 3. Through the supermarket channel, the price of the product can be lower. Threats 1. The main competitors in the supermarket channel are getting stronger with the top four competitors which are Dannon, Yoplait, Breyers and Colombo. . Company may have to repositi on Internal Marketing (Strength and Weakness) Analysis: Strengths 1. Natureview is a major and trusted brand for the natural food channel and has developed strong relationships with leading natural food retailers 2. Natureview has a strong reputation for high quality and great taste. 3. Natureview’s yogurt has longer average shelf life compare other products. 4. The company has rapid growth revenue from $100,000 to $13 Million within 10 years. 5. Natureview is a leader distributor of natural food channel. 6.Strong operational efficiency because the company is using creative , low-cost â€Å"guerrilla marketing† Weaknesses 1. Natureview will heavily depend on its broker’s knowledge of promotional and merchandising requirement. 2. Inadequate operational capacity because unable to generate the volume requirements needed to meet consumer demand of other distribution channels. 3. Relatively small company compared with other potential competitors in supermarket channe l. 4. Natureview only invested 3% of total expenses in research & developments which cause discourage product innovation.Analysis of Strategic planning Options The company has three options needed to be analyzed and be identified which option will help the company to achieve their goal. Each of the options has their own importance and benefits however they also have some limitation attached on them. Option 1: The first option was strongly advocated by Vice president of sales Walter Bellini. The idea is to expand six SKUs of the 8-Oz. product line into one or two selected supermarket channel regions. Pros: 1. 8-Oz cups have the highest demand in the refrigerated yogurt market and will be able to provide the expected revenues. . Based on other natural food brands success in expanding their product in the supermarket channel has shown significant proves Natureview’s product will have a high chance of success. 3. Natureview is the leading natural’s foods brand of refrigera ted yogurt and have uniquely positioned to capitalize on the growing trend in natural and organic foods. 4. Natureview will have the advantage as the first brand to enter the channel due to supermarket channel will likely to give permission only to one natural yogurt manufacturer. Natureview will be the first mover in this channel 5.Some industry experts predicted unit volume growth of organic product at supermarket will be at 20% per year from 2001 to 2006. Cons: 1. The 8-Oz cups size received the highest level of competitive in trade promotions and marketing budget. 2. The management had estimated for comprehensive advertising plan will cost $1. 2 million per region per year and Natureview’s sales, general and administrative expenses (SG& A) would increase by $ 320,000 annually. 3. Due to Lack of experience in supermarket channel, their broker might take advantage of their relationship with top supermarkets retails chains in Northeast and West. . This option might create di rect competition with national yogurt manufacturer. 5. Might create conflict of channel between supermarket and natural food stores. Option 2: The second option was advocated by the vice president of operations Jack Gottlieb. The idea is to expand 4 SKUs of the 32-Oz. Based on the giving points; we can identify the pros and cons as below: Pros: 1. The gross profit margin for the 32-oz cups is higher at 43. 6 % compared to 8-oz cups at 36%. 2. This size of 32-oz cups was potentially become stronger competitive advantage like longer shelf life and lower marketing expenses. 3.This brand had achieved a 45% share of this size segment in the natural foods channel. 4. The management also assume that the company could sell 5. 5 million incremental units in the first years by expand more in supermarket retails across the united state. Cons 1. This option will have higher slotting fees due to national distribution. 2. There are no guaranteed customer acceptances towards the multi-use size of yogurt. 3. With the additions to sales headcount for the 32-oz,that will increase the SG& A cost to $160,000. 00 4. They also concerned on sales team’s ability to achieve full national distribution in 12 months. . Might create conflict of channel between supermarket and natural food stores. Option 3: The third option was advocated by Walker’s colleague’s Kelly Riley, the assistant marketing director, she supported the idea to introduce two SKUs of a children’s multi-pack into the natural food channel. Based on her arguments, we can identify the pros and cons as below: Pros 1. Natureview Farm is the established leader in the natural food channel and has a strong relationship with the leading food natural food channel retailers. 2. Sales and marketing expenses were the lowest compared to other options. 3.Choosing this option will allow the company to have more time to prepare before entering the supermarket channel. 4. The financial potential was very attra ctive with expected high margin of 37. 6%. 5. Natureview product positioning is ideal for the new Multi-pack product launch. Cons 1. Natureview Farm will miss the opportunity to enter the supermarket before competitors. Supermarket retailer would likely authorize only one organic yogurt brand. 2. Natureview‘s marketing department was unprepared to handle the demands on resources and staffing that will be needed once the company entered the supermarket channel.Option financial Overview Based on the case study, we have analyzed all three options that Natureview Farm tried to include in their future business plan. For the first option, Natureview Farm idea is to expand 6 SKU’s into supermarket channel with 8 – oz cups to get more profit. Refer to appendix 1; Natureview Farm total estimated for investment expenses is quite higher than another option. However, even though Natureview spend more for the investment; we can see that total expected profit is positively inc reased by annually.To get expected for this option need For option two, Natureview Farm next idea is to expend 4 SKU’s 32-oz into supermarket channel to their future business planning because their product is longer shelf life. Based on appendix 2, the investment plan is lower than option 1. The investment has divided to four regions for selling. Even through the management estimated that they can sell this brand with higher sold, the cost of the good sold also is quite higher and this is expenses will affect the profitability of goods sold. The last option is Natureview Farm plan to expand 2 SKU’S 4-oz multipack into natural food channel.Refer to appendix 3, we can see that the cost of goods sold is quite higher even through this idea not involved slotting fee, the estimated annual profit is not shown in positive way. Based on the calculation, the cost of goods sold and estimated annual profit is shown the selling product is lower profitability. Based on the financial analysis, we can identify some trends: The highest Profitability is option 1. Based on the graph, the higher of total investment expenses are option 1. The higher Investment ROI is option 3. RecommendationsAfter all analysis that we have done in this case study, our recommendation for Natureview Farm for their future planning are option 1. This is because based on our analysis; we can see option 1 is the best choice to get more profitability in 5 years onward as planning. This option is to expand 6 SKU’s of the 8-oz size into eastern and western supermarket regions. Even though the risk of going to supermarket channel is higher, Natureview Farm should expand into this channel because as we can see, two natural food companies expanded into this channel and increased their revenues by 200 %.To achieve their mission, they need to take the risks for get their estimated projected net profit. In addition, entry to this supermarket channel with 8 –oz size is more viable than option 2 where to expend into this channel with 32 –oz cup size. The 8 –oz size price initially attempt to negotiate retail price more than 32-oz size where the price of product will also affect the consumer choice. This option focuses on regional distribution instead of national, which should make it easier to implement this product information to region consumer.The level of education and higher income of consumer is also a reason for consumer to buy this natural food product. Natureview Farm can also market their product to this type of consumer with our product advantages such as the product has a longer shelf life, uses natural ingredients and uses only organic ingredients. The next recommendation strategy is, Natureview farms need to utilize more advanced in monitoring the technology and systematic management to keep track the trends so that they always be the consumer choice in natural food products.To become a successful natural food company in this channel, t hey need to be more systematic and always have good relationship with media, consumer and retailer. References 1. http://www. investopedia. com/terms/g/guerrilla-marketing. asp 2. http://Prezi. com/natureview – farms. 3. http:// www. slideshare. net/nature -view-case ——————————————– [ 1 ]. Based on investopedia. com, Margin analysis uses the percentage calculation to provide a comprehensive measure of a company's profitability on a historical basis (3-5 years) and in comparison to peer companies and industry benchmarks. 2 ]. Based on investopedia. com, Mark-up is the difference between an investment's lowest current offering price among dealers and the higher price a dealer charges a customer. [ 3 ]. Guerrilla Marketing is different than traditional marketing in that it often relies on personal interaction and has a smaller budget, and it focuses on smaller groups of promo ters that are responsible for getting the word out in a particular location rather than on wide-spread media campaigns.

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