Individual innovation appraisal- Concise written description of an Essay

Individual innovation appraisal- Concise written description of an innovation- proposal and evaluation - Essay Example For the innovation to existing in the market, availability of capital and implementation of sustainable market strategies will play a great role. Through proper planning, goal-setting a decision-making, the innovation will go through thorough market testing. After its viability is established, it will be released into the market. Another aspect that has contributed to its existence is availability of resources including human and financial resources. Without resources, it is impossible to get through with any innovation. Over the years, 3D has acquired popularity with more people being attracted to this kind of technology. The situation has forced entrepreneurs to develop new business models. In recent times, most companies are raising capital towards tapping the growing demand and market for 3D (Taylor, 2014). The aim maintaining relevance drives them. The Mink is triggered by the level of profitability expected. The Mink is likely to be successful mainly because of the much hype it has received from the general population. People are always attracted by unique and new ways of doing things. People also like to experiment even with things that they do not necessarily need. Marketing strategies that have been adopted to market The Mink will also ensure this success. Through advertising, the innovation is receiving popularity with more people embracing the idea every day. It is evident that advertising influences the success of a business to a great extent. Through various exhibitions, awareness has been created regarding The Mink. Social media has also played a role in enhancing the popularity. The innovation is, therefore, likely to succeed. Furthermore, it is a common believe that women are impulse buyers; profits are likely to increase since they are the main users of the innovation. Nonetheless, the cosmetic industry is doing well in the business market (Restauri, 2014). Most women use

Fields of dreams Movie Review Example | Topics and Well Written Essays - 750 words

Fields of dreams - Movie Review Example This film’s theme was about a man’s search for his father. He hears heavenly voices, develops a field of baseball on faith and converses with famous dead players who appear to be angels. In the film, Terence Mann tells Ray Kinsella that crowds will come, because they have money and lack peace. He also states that the crowds can even dip themselves, just like a religious rite, in magic waters (Wood et al, 70- 72). Both the Natural and Field of Dreams show how baseball is redemptive. In The Natural, Roy Hobbs, in his journey of becoming the â€Å"best there ever was†, experiences a short fall when his career is ended before he achieves his dream. Through baseball, however, sixteen years later, he comes back and manages to redeem himself by achieving his dreams and being able to fulfill his role as a patriarchal family figure. This is also demonstrated in Field of Dreams, whereby the voice of Ray’s dad drives Ray to generate this illogical field as is brought out through the personification of the Voice. However, it represents a space whereby ghosts from the past can come back from the purgatory of a cornfield to be with the present-day people (Wood et al, 72). 2. Hearing plays a very important role in Field of Dreams. Ray Kinsella, played by Kevin Costner, creates the ball field for Joe, the â€Å"Shoeless Joe†. ... This happens also because a voice had instructed him so. Compared to the role of sound in The Exorcist, while in Field of Dreams hearing is excellently used to build more on the theme of the film, this is not the case in the Exorcist. In the Exorcist, sound is several decibels higher compared to the visuals, which augments the tension of the audience. When for example, Regan is brought in the foreground, as she listens to her mother, the sound of the voice of Chris is shrill and piercing. In Field of Dreams, cause-and-effect is demonstrated by Costner’s clear view of his logic supporting his intuition. Having a clear vision of the cause-effect judgment behind his intuition, Kevin Costner followed his instincts and then went on to take action to ensure things happened to keep the farm. Costner says â€Å"If we build it, then they will come.† This quote is about a principle that is profound for not just Costner but for the film as well. At the time he was saying the words , the farm was in foreclosure, which makes it justifiable to presume that the higher objective was to save the farm. It is this goal of saving the farm that focused his project, and ended up contributing to the objective of using baseball to reconnect with his father (Baltov, p. 40). 3. Imagination plays a very important role in the discussion of God. Imagination answers the question of how people can begin to perceive God. The most appropriate manner of trying to perceive God is using our minds that are limitless; our imagination. Imagination is limitless and beyond the primitive logic of people, which makes it important when discussing God. Worth noting is that coincidentally, God is described in the same way, a limitless way. When forming an image of God, it is important that

Hebrew Wisdom on Diligence and Laziness Essay Example for Free

Hebrew Wisdom on Diligence and Laziness Essay Part I 1) I chose the Islam worldview i)The Question of Origin Islams believe that man came into being through a long process of evolution. They believe the evolutionary process which produced man in its form today took millions of years, and man evolved from lower forms of animal life. In their belief,it was only small types of animals in the beginning, and in the course of time animals got larger and eventually one of these animals developed into man. This animal is believed to have become extinct, but is believed to have been represented by the monkey. The basis of argument is certain kind of monkeys have a strong resemblance to man. ii)The Question of Identity—Islamic identity is an upmost possession. It is your faith, religion, moral values, and your whole life. This identity is the one that makes you wake up before sunrise to pray to Allah. This identity makes you kind, sincere, responsible, and thoughtful when you deal with people. It also forbids you to steal, gamble, participate or engage in implicit behavior. This identity makes you realize and understand that Islam is a way of life in other words this identity makes you a good human being. iii)The Question of Meaning/PurposeAllah states in the Quran, that he created man to be his Khalefah (confident ,attractive handsome, man),and to regulate humans; the Quaran is the constitution revealed by Allah, the name of Islam’s God. Very simple, the purpose for man’s creation is to worship the creator, Quaran 51:56-58.Allah states that he made this life in order to test man so that every person may be recompensed after death for what he has earned. iiii)The Question of Morality-A person becomes a Muslim by believing there is no deity worthy of worship except Allah, and saying the Shahadah (Declaration of Faith)with sincere conviction. Muslims are believers of the Islam worldview. They believe this present life is a trial in preparation for the next realm of existence. They also believe the world was created by man. iiiii)The Question of Destiny-Islam teaches that destiny is written by one’s personal hands, and then handed over to God for judgement. They believe the good and evil are in Allah’s responsibility, but if you accomplish good things in life you attain heaven and if you do bad things you will attain hell; this also means that Allah is the knower and creator of all things, and nothing exist outside of his will and decree according to the Islam worlview. Part II i)The Question of Origin—The Islamic worldview, and the Biblical worldview has no comparison, or similarity in the origin of man. Genesis 2:7, clearly states that God created man from the dust of the earth, blew into the nostrils of man, and man became a living soul. Man was also created in God’s image, Genesis 1:27. This destroys the theory of evolution; man was not developed from an animal, assumably some type monkey. ii)The Question of Identity—According to the Biblical worldview, God gave man dominion over the animals on earth in Genesis 1:26.We, not only were created in God’s image which is a very distinctive quality, but with the authority to rule. There are some similarities with the man in Islam worldview, such as being distinguished in character and morals. Although; God views are different from man’s, there are standards, and character that Christians should live up to, just as the muslims do in the Islamic faith. Christians should not be ashamed of the gospel of Jesus Christ, and be willing to tell others of Jesus and even willing to die for the gospel: the same with muslims, they are bold in their belief, and they are persistant and steadfast in their way of life. iii)The Question of Meaning/Purpose—‘For god so loved the world, he gave his only begotten son, that whosoever believeth in him should not perish, but have everlasting life. ’John 3:16.God came to give us life, eternal life with him. As Christians, we are made to worship God. Allah states that he made this life to test man for their recompensation after death. God doesn’t test or tempt us with evil, he gave us his son to help us overcome evil by believing in Jesus. The Islamics must control their own desires to do good or evil; the biblical worldview has Jesus to help us overcome. After death, hell is the payment for a person who chooses to live an evil life, and the similarities are the same in both worldviews. iiii)The Question of Morality—Genesis 1:31 tells us that everything God made was good. Muslims, recite with conviction the shahadah, and the change transpires in their life of belief. A Christian, too, with conviction repents of their sin, confesses Jesus as their lord, and in the belief, one is a new creature iiiii)The Question of Destiny-Destiny is something that Christians, and Islams have in common. One day life will come to an end. According to Allah, nothing is out side his will, and no one is forced to obey Allah, because he has a freewill. There are minor similarities, such as :nothing is done without God’s will, no one is forced to obey God, and we are free moral agents, BUT one day every knee shall bow and every tongue shall confess that Jesus Christ is Lord.

The Cold War: A New History

The Cold War: A New History By 1945, World War II came to an end, but there was no victorious celebration or a promising future of hope for peace. The members of the Grand Alliance had already toasted their success in winning the war. However, the United States and the Soviet Union became wary of each other as they had very different goals regarding how to deal with Germany and eastern Europe. The competing visions of the two countries had led the world to fall under the shadow of the Cold War. In his one-volume-book The Cold War: A New History, John Lewis Gaddis examines the dynamics of the political conflicts that dominated the world from the end of World War II to the late 1980s. John Lewis Gaddis is currently the Robert A. Lowett professor of history at Yale University. He is a distinguished historian who had written six other books on the subject of the cold war. In 2005, he was also rewarded a National Humanities Medal by the National Endowment for the humanities (Gaddis, back of front cover). Unlike his previous six books, Gaddis was convinced by his students and agent to write a short, comprehensive, and accessible (Gaddis, pg x). He had intended to write his book for a new generation of readers for whom the Cold War was never current events' (Gaddis, pg x). From many research from the works other Cold War historians and as well as his own analysis, Gaddis created a masterpiece of work that leads his reader through the history of a fearful era and behind-the-scene strategies and thoughts on both sides of the war. His objectives were to reveal the underlying dynamics of the political struggles of the confrontation between the United States and the Soviet Union that shaped, and threatened to end, our lives (Gaddis, back of front cover) while intertwining with his own judgments of the historical events. The superpowers, the United States and the Soviet Union, may have collaborated together to end the World War II; however, their visions of shaping the postwar settlement of Germany and eastern Europe could not have been more different. As Gaddis had stated in his book, The tragedy was this: that victory would require the victors either to cease to be who they were, or to give up much of what they had hoped, by fighting the war, to attain (Gaddis, pg 6). Stalin of the Soviet Union desired security for himself, his regime, his country, and his ideology, in precisely that order (Gaddis, pg 6). He solely believed that his country deserved a lot of territories because of the wartime expenditures that caused the countrys land to be ravaged and the notorious, bloody casualties of an approximate of 27 million civilians that died as a result of World War II (Gaddis, pg 9). He also had a zealous dream which was influenced by the Marxist-Leninist ideology that communists would soon dominate Eur ope through patience because capitalists cannot comply with one another for long. On the other hand, unlike Stalin, the Americans had a less determined goal of grasping security and global influence of their democratic ideas. Most part of Americas history was isolated from the rest of the world until its involvement in World War I. Americans did not have to worry much about security since they were apart from the other continents up until their involvement in the world wars. Within time, the distrust between the United States and the Soviet Union intensified by major issues such as the Truman Doctrine, Marshall Plan, and especially the fear of the atomic bomb. President Truman announced to provide military and economic aid to Greece and Turkey along with a speech that publicized the aid program in supporting the free people to make their own destinies (which became known as the Truman Doctrine). As the Americans searched for an explanation of the Soviet behavior, George F. Kennan, a Foreign Service officer who served in the American embassy, found the problem that the Soviet Unions internally driven hostility toward the outside world (Gaddis, pg 31). After the Truman Doctrine, the Marshall Plan was devised as a solution to Kennans identification of problem, which was committing the United States to provide economic aid for the reconstruction of Europe. The Marshall Plan was intended to produce psychological benefits that would prevent Europeans to not tu rn towards communism as a solution for their hunger and poverty. According to Gaddis, the Marshall Plan was a trap to get Stalin to build the wall that would divide Europe, which was the blockade of Berlin (Gaddis, pg 32). The fear of the atomic bomb was probably most intensifying cause of the distrust between the two superpowers. The atomic bomb was developed by the Americans and British (without telling the Soviet), called the Manhattan Project, to use against Germany. When the bomb was used on Japan, Stalin reacted strongly, War is barbaric, but using the A-bomb is a superbarbarity (qtd. by Gaddis, pg 25). Not soon after, Soviet scientists devised atomic bombs in August 1949 to Stalins relief. Silently, Stalin and Truman both knew well enough how the atomic weapons can hardly be used without destroying the world. Gaddis analyzed how the two sides did not go into war, especially with the nuclear weapons involved because those weapons could very well end the world. The Cold War spends a good amount of time in examining the emergence of autonomy during the Cold War. However, Gaddis was not focusing on the decolonization of the various countries. Instead, the author dove into what was beneath the surface by showing how the non-alignment of independent countries had an advantage by not committing to either side of the Cold War. As Gaddis writes, if one superpower became too great, a smaller power could defend itself by threatening to align with the other superpower (pg. 124). Other countries such as North and South Korea, North and South Korea, and East and West German kept the two superpowers on their hooks. The weaknesses of those countries became their strength because if their countries collapsed, the countries may turn to communism (which is what the United States does not want) or capitalism (which is what the Soviet Union does not want). The best way to put to is in Gaddis words, a compelling form of Cold War blackmail: if you push me too h ard, my government will fall, and youll be sorry (pg. 130). In this short, comprehensive, and accessible book, Gaddis did an impressive job to discuss and condense down his judgments and the history of the entire era of the Cold War in a fewer than 300-pages of text. Gaddis divided his book into nine different chapters, in which each chapter covers a different topic that were occurring on both sides of the Cold War. Although each chapter covers a different topic, Gaddis subdivided each chapter into smaller sections, yet still able to compel the events or topics in a sequenced manner which allows the reader to follow along without confusion. In each topic, Gaddis does not only provide the hard facts that happen but examines and provides insightful analysis of how the events or ideologies influenced the leaders of the superpowers. This made it difficult to summarize and capture everything of what the author has to offer to the reader about an era that is commonly written about. In the center of the book, Gaddis provided sixteen pages of black-and-white photos that are organized in chronological order of the important people that made up the history of the Cold War as well as events. In addition, there were maps of Europe that added as a visual aid for the reader as the author explains territorial changes, bases, and alliances of the two superpowers. The author was very straightforward with what he had to say, which makes it easy to read and understand, and revealing to his audiences of what the superpower leaders were truly thinking of and their strategies in reaching their ambitions. However, there are flaws or bad choices of events that the author decided to take time to talk about. For instance, Gaddis spent two to three pages on the Watergate crisis, which led to the resignation of President Richard Nixon. As a reader, one may find how such an event is irrelevant to the Cold War. Overall, it was impressive of how the author organized the numerous events of the Cold War into a one-volume book. The writing style of Gaddis is very absorbing, which makes the book to be enjoyable to read. He chose great quotes from leaders and other people during that time that backs the judgments he makes. Also, he included little anecdotes that supplement his grand narrative of analysis of the various events of the Cold War. For example, every person who has some background knowledge of the Cold War knows that the atomic bombs were not used since the bombing of Hiroshima and Nagasaki. However, he started out on the second chapter telling the reader how General MacArthur commanded five atomic bombs to be dropped on the Chinese advancing down the Korean peninsula and two Soviet bombers took off from Vladivostok (Gaddis, pg. 48-49). I was momentarily fooled by this little fiction Gaddis created. The purpose of the story was to show how close the world was to have a nuclear-violent war that could virtually destroy the entire planet. I would definitely recommend this book to anyone who anyone who is interested in the Cold War because the book is not just a history book that provides hard facts about events, but also deep analysis of how the events influenced leaders during that era and the future of today. The book is not difficult to read but it would be better if the reader already had some background knowledge of the World War II and the Cold War. The book is worthy for a reader to take their time and absorb the analytical thoughts, examples, and anecdotes that the author conveys. Gaddis examines the different aspects of the events switching and back and forth between the perspectives of the two superpowers. While doing so, he guides the reader through the history of the Cold War without missing any of the commonly-known landmarks of the era providing a well-written narrative of the authors own interpretation and the history itself.

THE SOUTH :: essays research papers

THE SOUTH   Ã‚  Ã‚  Ã‚  Ã‚  The south can be defined in many ways depending on the person’s feelings toward it and that of which they have experienced. To me the south has to be the best place to live in all the United States.   Ã‚  Ã‚  Ã‚  Ã‚  One of the things that stick out in my head about my beloved birthplace that will never be forgotten, because they’re held so dear to my heart, are the smiling faces that you see everywhere you look. I’m telling you; people here are so nice that you would be lucky to find someone rude towards you within a week’s period. That can only be best described just as plain ole’ southern hospitality. I mean the dialect of all the southerners is so comforting, it just reassures you that your plenty welcome all the time. The thing that gets me and always makes me appreciate the southerners’ lingo is the great analogies used by them. Seriously, For every situation you can think of there’s got to be about five southern phrases used to describe that very thing.   Ã‚  Ã‚  Ã‚  Ã‚  Another thing that defines the south is its culture. Where else can you find a garage sell at every turn. I mean where else is there a state park that hosts a gathering of country folk to sell all there junk to another southerner who in turn will be right back at that same place with a stand of their own trying to get rid of the dang thing they bought just a few weeks ago. The funny thing is, if you ever decided to take a drive through the south, you would probably mistake some southerner’s land as a yard sell or junkyard for that matter. Most southerners aren’t surprised when they see they’re friends yard covered with old tires, rusty cars, broken chairs, and all of these things just swallowed in 3 foot of grass that hasn’t been cut since little Bo wrecked the tractor used to bush hog the thick stuff. I mean there’s just no telling what you might find in that very grass. All southerners love wearing boots and I can surely see why, because every yard you walk through you’ll soon stub your toe on just about anything from a old toilet to some scrap metal that’s going to be used to put a roof on a shooting house whenever winter blows in.   Ã‚  Ã‚  Ã‚  Ã‚  The atmosphere down here is great also.

Charles Dickens’ live Essay

Charles Dickens’ highly reputable and famous book, Great Expectations has been one of the most dominating, important and effective novels he has written. It originally emerged in a serialised form in ‘All The Year Round’ (a weekly journal conducted by Charles Dickens) in 1860 -1861 and is, to this day and age, thought to be one of his paramount novels. When the book was published, critics were instantaneous to give diverse and mixed reviews towards the book, disliking the exaggeration of both the characters and plot Charles Dickens had carefully formulated. Although the critics were assorted in their reviews, the readers were genuinely ebullient towards Great Expectations that the 1861 edition enforced five printings. Great Expectations was published during the Victorian era which also was the time in which Charles Dickens’ lived. The Victorian era had a very high mortality rate due to children catching cholera or tuberculosis, which lead to their deaths. Children had strenuous and dejected childhoods, if they were lucky enough to survive in to adulthood; because families did not have enough money children would work to meet financial satisfaction. They were employed in difficult positions, commonly in factories or jobs people would not usually do, with long working hours lasting eight to twelve hours a day and generally six days a week. By the 1830’s certain charities and associations approached the problem and helped children and their families by giving food and clothes. Ensuing the 1840’s, school was an obligation and children stopped working to go to school and to get an education. Charles Dickens’ family did not prosper in wealth, money was a concerning subject in the family. The large family’s needs and living expenses were too much for John Dickens (Charles Dickens’ father) salary that when Charles Dickens was four months the family had to move to a smaller home to save money. Charles Dickens wanted to become a gentleman (an educated man), although it seemed unlikely when John Dickens was arrested and sent to jail due to failure of paying debts. In order to pay off the debt Charles Dickens was sent to a shoe-polish factory. Charles did not have a happy childhood, which I think is reflected in some of his books like Great Expectations. This brings me to the young boy Phillip Pirrip, also known as Pip, the protagonist of the story. I am going to be writing about how Dickens creates sympathy for Pip. Pip never seems to attain his dreams for a more improved life. At the very beginning of the book, we meet Pip and we find out that he will be narrating this story, the book is his story and is told in his words. Pip’s narration, straightaway, brings about his childhood problems which creates sympathy for him. Pip is first introduced in a graveyard. The setting of a graveyard seems very sombre, dark and upsetting. ‘The marshes were just a long black horizontal line then, as I stopped to look after him; and the river was just another horizontal line, not nearly so broad nor yet so black; and the sky was just a row of long angry red lines and dense black lines intermixed.’ Darkness and blood is suggested by the imagery of the landscape of the marshes with black and red lines. It does not give a blissful feeling to us either. Pip talks about his deceased parents, he is an orphan and this makes us feel pity for him. He seemed to be a very innocent child, this is reflected through the inscription on his parent’s graves. Pip has memorised these inscriptions and he has also created an image of his deceased parents and siblings which further tell us that he is an innocent child, as most children have great imaginations compared to adults. We see the advancement of Pip’s life when he meets with an escaped convict, who escaped from hulks (prison ships that transport criminals to Australia), who is later to be revealed as Abel Magwitch. Pip seems to treat the runaway convict with kindness through fear of the convict. ‘After each question he tilted me over a little more, so as to give me a greater sense of helplessness and danger.’ This quote of Pip’s narration, made me feel sorry for him because he is being threatened through fear and you cannot help but feel as if Pip is in grave danger now that he has associated with such a threatening convict. ‘I was dreadfully frightened, and so giddy that I clung to him with both hands.’ Pip is being bullied by Abel Magwitch, it makes us feel compassion for Pip, it also makes us think Pip is so helpless. His violent sister, who always reminds him how grateful he should be for her bringing him up, and her husband, the ever so friendly blacksmith Joe, who is like a brother to Pip, both look after Pip. â€Å"†¦I supposed that both Joe Gargery and I were brought up by hand.† this quote means both Pip and Joe were beaten by Pip’s sister. Dickens makes us feel sorry for Pip in this quote due to Pip’s treatment from his sister’s fierce temperament as no one would like to be beaten. Irony is used when the stick used to beat Pip is referred to as the ‘Tickler’. Tickler is the cane with which Mrs. Gargery hits Pip. The mannerism in which Mrs. Gargery butters the bread for Pip and Joe is ‘†¦trenchant†¦Ã¢â‚¬â„¢, she has a forceful and vigorous way of buttering. Her apron is coarse, full of needles and is tough. She wears this apron as a reminder to Joe and Pip meaning that she is looking after them. ‘† I tell you what, young fellow,† said she, â€Å"I didn’t bring you up by hand to badger people’s lives out. It would be blame to me, and not praise, if I had. People are put in the Hulks because they murder, and because they rob, and forge, and do all sorts of bad; and they always begin by asking questions. Now you get along to bed!† ‘ To keep Pip well behaved, silent and grateful, Mrs. Gargery threatens, punishes and accuses Pip of ingratitude. Pip himself feels an enormous amount of guilt for his innocent actions, like asking some questions, which have been unfairly warped to seem as if Pip was doing a bad thing. The guilt Pip feels is unprincipled. Although, Pip is not only treated this way by Mrs. Gargery, he is also treated unethically by Mr. Pumblechook, Mr. Wopsle and the Hubbles.

Developing Virgin Coconut Oil-Based Products

One of the definitions of â€Å"virgin† in the Merriam-Webster pocket dictionary is: â€Å"fresh, unspoiled; especially: not altered by human activity.† Virgin coconut oil (VCO or VCNO) is produced from fresh coconut meat (non-copra). This does not pass through RBD processes. It is produced without the use of chemical and heat and does not contain aflatoxin/PAH’s. It retains its vitamin content, especially Vitamin E, an antioxidant, after undergoing the natural process of producing the virgin coconut oil. It is rich in lauric acid, an acid naturally found in mother’s milk that helps develop and strengthen the immune system of newborn babies.It contains medium chain fatty acids that is easily digested by the body and converted to energy.   The virgin coconut oil is a truly unrefined coconut oil made from organic coconuts. Testing done in independent laboratories reveals a 50% – 53% content of lauric acid. No chemical or high-heat treatment is used, and this oil contains no trans fatty acids. The virgin coconut oil has been extracted in an old-fashioned traditional method that has been used for hundreds of years. The coconut trees where the coconuts are sourced by producers are certified organic according to strict USDA standards.This high-grade virgin coconut oil has a long shelf life due to coconut oil's natural anti-oxidant properties. It has the longest shelf life of any plant oil (Tropical Traditions Virgin Coconut Oil, 2005). This product is popular in tropical countries. However, marketing of Virgin Coconut Oil is still not well-established in the United States and Europe.Marketing DescriptionVCO can provide instant energy to the body. According to experts the medium chain (C8 – C12)   fats in VCO is similar to the fats in mother’s milk, that gives babies immunity from diseases. The medium chain fatty acids have antiviral, antimicrobial, antifungal and antiprotozoal properties. It was found out that the most potent is the lauric acid (C12) and its monoglyceride form monolaurin being mentioned as the most potent against lipid coated microorganisms which are not normally cured by ordinary antibiotics.Among the vegetable oils traded in the world, coconut oil is the richest source of medium-chain fatty acids (64%) and lauric acid (48-53%). The numerous health benefits of coconut oil are finally again reaching the mainstream. These benefits are reducing risk of heart disease, promoting weight loss when and if needed, supporting immune system health, reducing your risk of cancer and degenerative diseases, supporting a healthy metabolism, providing an immediate energy source, helping to keep skin healthy and prevent age-related damage, supporting the proper functioning of the thyroid gland, and preventing infections due to harmful bacteria, viruses, yeasts and other micro-organisms.These unique health benefits of coconut oil are directly related to its chemical structure, or more precisel y, the length of its fatty acid chains. That is, coconut oil is comprised of medium-chain fatty acids (MCFAs), also called medium-chain triglycerides or MCTs. Coconut oil is nature's richest source of these healthy MCFAs. By contrast, most common vegetable or seed oils are comprised of long chain fatty acids (LCFAs), also known as long-chain triglycerides or LCTs.Objectives and IssuesPromoting VCO will be aimed at the three benefits of the product:Health BenefitsThere are several reasons to explain why long-chain fatty acids are not as healthy as the MCFAs in coconut oil. For one, LCFAs are difficult for the body to break down. They must be packaged with lipoproteins or carrier proteins and require special enzymes for digestion. Also, LCFAs put more strain on the pancreas, the liver and the entire digestive system. These LCFAs are predominantly stored in the body as fat. (That's why most people buy into the myth that fats are automatically â€Å"fattening†). LCFAs can be depo sited within arteries in lipid forms such as cholesterol. On the other hand, however, the MCFAs in coconut oil are healthier, because MCFAs are smaller.They permeate cell membranes easily, and do not require lipoproteins or special enzymes to be utilized effectively by your body. MCFAs are easily digested, thus putting less strain the digestive system. This is especially important for those of with digestive or metabolic problems. MCFAs are sent directly to your liver, where they are immediately converted into energy rather than being stored as fat. MCFAs in coconut oil can actually stimulate your body's metabolism, leading to weight loss (Mercola, 2006).Social BenefitsA noteworthy social benefit of the virgin coconut oil is in positive impact of the virgin coconut oil in obesity. When virgin coconut oil is used by people suffering from obesity, immediate response of the body can be observed. The metabolism of the person who took in virgin coconut oil in their system is chronically inhibited by something that was easily alleviated by â€Å"dilution† or molecular competition.Putting a tablespoonful of coconut oil on some rice during meals and half an hour later will result to normal breathing. The skin become pink and pulse may become normal. Over the next few months, the weight will be slowly and consistently decreasing. Eating more coconut oil lowered weight for some pounds. The anti-obesity effect of coconut oil is clear in the animal studies (Peat, 2004).Environmental BenefitsThere are a number of environmental benefits of virgin coconut oil. Farmers who attempted to use virgin coconut oil for fattening their animals found out that the virgin coconut oil made the animals healthy and active. The waste products excreted by these animals are not hazardous to the environment due to its organic and safe to the environment nature (Peat, 2004).An important thing to note in the production of the virgin coconut oil is that none of the products from this proce ss are wasted. The ground outer shells of the coconut are used for matting and packing fresh plants and flowers. The empty coconut shells are burned for fuel to supply heat for drying the meat. Other uses of the empty coconut shell is in cooking or heating for fuel for a variety of purpose. The exhausted meat as the waste product in the production of virgin coconut oil is often fed to livestock as a nutrient rich meal (Jamaican Gold: Raw Handpressed Coconut Oil, 2006).Product ReviewA.  Ã‚  Ã‚   Different Ways of Branding the ProductAlmost no product is perfect forever. And when the patent runs out, there is always someone who can make it cheaper. But even before the patent ends, there will likely be those who attempt an end run on your process. Most successful ingredient brands have continually refined their products to make them easier to use in manufacturing, or make them cheaper, or to perform better. This way, you will discover any opportunity to improve your product before so meone else does. Ingredient Branding is a different approach to building brand equity. This concept is a way to successfully introduce and market a radically new product.The usual way existing markets name the coconut oil is Virgin Coconut Oil. But this product being proposed here will have the name Coconut Virgin Oil or CVO for short. The CVO will be applied for trade marking that makes the logo come out as CVOTM.Branding the product as such will eliminate the basic idea that the product is of coconut virgin oil. This type of branding is called logo type branding. Marlboro didn’t name themselves Cigarettes or Pepsi naming their company as SoftdrinksTM. CVOTM  Ã‚   as a corporate ID will carry different types and forms of virgin coconut oil products. Each of these forms will have their own sub branding. For example:Product for medicinal benefits will be branded CVOTM   Medicinal.Product for beauty benefits will be branded CVOTM   Beauty.Product for culinary benefits wil l be branded CVOTM   Kitchen.Once the brands are decided and set, personalities will be chosen to partner these brands. A coconut tree will not be used to promote the product. A coconut tree may be developed as a mascot but personalities that can claim the benefits of the product will be more effective. These personalities will be chosen according to their credentials that are palatable and appealing to the target markets.B. Threat of SubstitutesThreats of substitutes are virgin olive oil, virgin pine oil, red palm oil, grapeseed oil, flaxseed oil and many others. Virgin olive oil is obtained only from the olive, the fruit of the olive tree, using solely mechanical or other physical means in conditions, particularly thermal conditions, which do not alter the oil in any way. It has not undergone any treatment other than washing, decanting, centrifuging and filtering.It excludes oils obtained by the use of solvents or re-esterification methods, and those mixed with oils from other s ources. It can be qualified as a natural product, and virgin olive oil can have a designation of origin when it meets the specific characteristics associated with a particular region. Virgin olive oils can have the following designations and classifications depending on their organoleptic (taste and aroma) and analytic characteristics. Tthe degree of acidity refers to the proportion of free fatty acids, not to the taste (Olive Oils Definition, 2006).Virgin pine nut oil (VPO) is the first and only natural and effective appetite suppressant currently known to man. When ingested – either in its pure form or as part of delicious foods – this tasty oil stimulates the abundant release of cholecystokinin (CCK). CCK is a substance naturally produced in the duodenum in the presence of fats and proteins. When delivered to the brain, it tells us to stop eating, thereby reducing the amount of food we consume, as well as our overall intake of calories (Organic Oils, Butters, and Nu t Butters, 2006).Red Palm Oil is produced from the fruit of the oil palm, Elaeis guineensis. It is a vegetable oil, not from an animal or dairy product and therefore does not contain any cholesterol (Organic Oils, Butters, and Nut Butters, 2006).Grapeseed Oils Infused with all-natural, fresh herbs, our Salute Sante! Infused Grapeseed Oils shine with delicious flavor and have a light texture and mouthfeel. A tasty substitute for butter, margarine and other saturated fats, use these oils as a delicious dip for bread, drizzle over salads and fresh vegetables, or use as a â€Å"liquid spice† in your favorite recipes (Organic Oils, Butters, and Nut Butters, 2006).Flaxseed oil contains linoleic acid, an essential fatty acid needed for survival (Thompson,   et al., 1996). According to the authors, unlike most oils, it also contains significant amounts of another essential fatty acid, alpha linolenic acid (ALA). They further mentioned that the effect of ALA as an isolated substance , and of flaxseed oil on the risk of cancer in humans remains unclear, with most animal and test tube studies suggesting protection, and some preliminary human trials suggesting cause for concern.They have stressed, however, that it is premature to suggest that ALA and flaxseed oil will either cause or protect against human cancer at this time (Thompson, et al., 1996). Flaxseed oil is not suitable for cooking and should be stored in an opaque, airtight container in the refrigerator or freezer. If the oil has a noticeable odor it is probably rancid and should be discarded (Flaxseed and Flaxseed Oil. Health Notes, 2006).C.  Ã‚  Ã‚  Ã‚   Competitive RivalryDespite the numerous organic oils that are available in the market, competitive rivalry is existing in the market. Since the introduction of the virgin coconut oil in the market, there is an observed potential and competitiveness of the virgin coconut oil in the international market (Virgin Coconut Oil, 2006).D.   Product Uniquen essCVO is a the brand that values and sells integration. The integration of all three benefits of the coconut virgin oil will spell originality of this product. Many sellers of virgin oil are in the market but all their existing brand marketing remains like the back yard type. CVO will be striking because it will project a global brand bringing all the benefits of CVO that can be accessed by different local and inter-nation markets, single consumers or bulk buyers that use the CVO in their businesses.The vision of CVO is to project a global brand that promotes the coconut and its organic benefits to human kind.Marketers should understand that when global brands are desirable, it is not simply because they are global, but rather because their globalness implies other traits, such as quality and prestige. ‘There's a certain cachet of quality that comes with being available around the world, but it's not automatic,' says third co-author, Dana L. Alden, a professor of marketing at the University of Hawaii. ‘The brands that tend to be successful around the world tend to be of higher quality and are promoted as such (The Global-Brand Advantage, Spring 2003).Action ProgramThe mission of the product is to earn from promoting a healthy lifestyle using the coconut virgin oil. The goals of the product is to sell through distributors and retail outlets the many forms of CVO packed in a variety of ways suited for different uses. Thus, CVO will be promoted as a product beneficial to the body, lifestyle and environment. Promotion will be focused on the internet, health stores and grocery stores. Three promotional strategies are explained below.The plan will use personalities to promote the product. Using this strategy is still a cut above the rest using personal testimonies from man on the streets. The product must find people from different fields to help promote it. A deemed scientist will be found to endorse its chemical stability and safety. A super star will promote its beautifying effects. A known woman – mother advocate will be helpful in promoting its cooking and lifestyle benefits.2. Another plan for promotion will include giving away trial samples for free. Each time they buy a certain amount of product, the clients will be awarded a free pack that they can share to their friends who would like to try. Advocates who believe in the product can easily promote it. Giving them resources to help their own little promotion will have good future effects.3. A good promotional activity is advertisement in the various media such as newspapers, television, radio, and other events. The advertising arm must maximize events that center on alternative lifestyle and venues that promote environmental consciousness. Sponsorships in cash or in kind is also a good way to help promote the product. Users who can give the advertising arm information that can lead towards the promotion of the product in their communities will be awarded free produ cts.Proposed Budget$ 50,000 – Product Development and Importation of processed virgin coconut oil$ 30,000 – Advertising Costs$ 20,000 – Miscellaneous (Salaries, Incidentals)$100,000 – TotalProfits will be earned through proper management of sourcing of raw materials. Processed and bottled can be bought at an average of $ 3.00 per 500 ml. Prevailing retail price without shipping costs is $17.00 per 500 ml on the average. Retail is more than five times the cost which makes it viable for product development.ControlThree scenarios are seen as the CVO product penetrates a market. One, it is well accepted. Two, CVO is generally rejected. Three, CVO becomes unnoticed.The first scenario is favorable. Promotions and marketing goes into the market, information is heard, the product is sampled, and the consumers love it. This will look and sound easy but the challenge in this scenario is how to make these CVO goers and users become advocates. A bigger challenge is h ow to sustain the quality of the product they liked. There will be times when a consumer who easily accepts a new product has also the tendency to easily change his mind when another product comes along. These consumers will always try something new and thereby one can describe their product loyalty at a minimum. Making these consumers loyal is the job of the company.Works CitedJamaican Gold: Raw Handpressed Coconut Oil.   29 Nov. 2006. Oregon: The Essential Oil Company. http://www.essentialoil.com/Jamaican%20Gold.html.Mercola, Joseph. â€Å"Pure Virgin Coconut Oil: The Healthy Fat That Ignites Weight Loss, Banishes Infection, And Heads Off Heart Disease† (Among Other Things †¦). 29 Nov. 2006. BBB Online.   http://www.mercola.com/products/coconut_oil.htm.Olive Oils Definition. 29 Nov. 2006. Greenbrae: The Olive Oil Source. http://www.oliveoilsource.com/definitions.htm.Organic Oils, Butters, and Nut Butters. 29 Nov. 2006. All Things Coconut. http://www.smartsupply.us/ oil-butter.htmPeat, Raymond. Coconut Oil. Virgin Coconut Oil Testimonials, 2004. 29 Nov. 2006.   Conuq, Inc. http://www.conuq.com/peat-art1.htmlThe Global-Brand Advantage. MIT-Sloan Management Review, Spring 2003. 29 Nov. 2006. MIT-SMR. http://sloanreview.mit.edu/smr/issue/2003/spring/1g/Thompson, L.U., Rickard, S.E., Orcheson, L.J. and. Seidl, M.M. Flaxseed and its Lignan and Oil Components Reduce Mammary Tumor Growth at a Late Stage of Carcinogenesis. Carcinogenesis, (1996)17:1373–6.Tropical Traditions Virgin coconut Oil. Holistic Beauty, 2005.   29 Nov. 2006. Natural Solutions-Holistic Beauty, Body & Bath. http://www.holisticbeauty.net/index.asp?PageAction=VIEWPROD&ProdID=280.Virgin Coconut Oil Set to Enter U.S. Market. 29 Nov. 2006. Alternative Medicine. Best Health Options. http://besthealthoptions.com/alternative-medicine/2006/06/05/virgin-coconut-oil-set-to-enter-us-market/