Advertisements Built Ford Tough - 969 Words

The target audience throughout the 129-year history of Popular Science magazine has traditionally been working age males. The advertisements within that magazine reflect the audience in whom they are attempting to reach. From new technological gadgets to old-fashioned tools, the advertisers know what will be attractive to the reader, and to the readers wallet. Of these advertisers, the most popular by far have been those from the automotive industry. The Ford Motor Company has chosen to strategically advertise within the pages of this magazine on numerous occasions and with various ads that were meant to lure new customers into buying Ford vehicles. It is interesting to notice that the styles of these advertisements are schemed with just†¦show more content†¦Each model is performing a separate task, in which everyone seems to be dominant. And who would be the most dominant in the picture but the owner of the truck? The red color chosen for the words I bring the party seems t o portray a fiery, dominating statement made by whomever owns the truck. Also, the coffee cups have three cups lying down and three cups standing up Ââ€" with one standing taller than the rest. This could be taken to mean that, if someone buys a truck of this model, he would stand a little taller than the rest of his friends or co-workers. The Ford Motor Company advertising clichà © for their truck division is located at the bottom right hand of the ad. It emphatically states, Built Ford Tough. In other words, it seems to imply that whoever buys this model of truck will be just a little bit tougher than those who dont. The color scheme of the photographs is deliberately chosen to be lighter than normal in order for the words to stand out in a more dominating fashion. All of these qualities are hoped to appeal to that dominant, masculine nature that men tend to want to portray to their peers. br brFord appears to have made a successful effort in reaching its target audience in this advertisement. Not only did they appeal to at least three of the basic needs men tend to express, but it also opened the door for future advertisements to further explain other benefits of owning such a truckShow MoreRelatedAnalysis Of The Movie The Man s Truck 957 Words   |  4 PagesIn the last 38 years Ford has known how to target the audience they have for the F- series of trucks. After the new advertisement that Ford produced one could venture to say that they did it again. With the first commercial being aired on television and online during the 2014 college football, Ford had a marketing strategy. Someone may ask themselves, â€Å"What audience does Ford try to aim for†? It is apparent in almost all of the advertisements including this one that Ford produces is to showcaseRead MoreHow Ford s 2016 Battle Tested On Buying The Ford F 150 Half Ton Truck Essay1598 Words   |  7 PagesSuperbowl commercial uses elements of the rhetorical triangle to persuade audiences into buying the Ford F-150 half-ton truck. Ford using military grade aluminum alloy for the body of the F-150 and using high strength steel for the frame revolutionized the half-ton truck category. The transition between steel and military grade aluminum alloy is a crucial change in the automobile industry. The advertisement provides an impressive example of logos by telling the audience the F-150 has a five star safetyRead MoreEssay on The Media Should NOT Define our Self-Image694 Words   |  3 Pageswe turn on the television; we are subjected to advertisements about what we are supposed to be, what we are supposed to wear, and even what we are supposed to drive. Ultimately we choose the vehicles we drive, but the media has a huge influence on us. Three television advertisements reveal the vehicles women and men are believed to drive. The Honda Odyssey is shown in advertisements with a wo man driving around kids to their daily functions. The Ford F150 and the Chevy Silverado are shown with menRead MoreFord s S Successful Ad Campaign Vs. Ford1982 Words   |  8 Pagespowerful Ford Mustang GT350 barrel past you on the freeway, its bright white standing out amongst the dull plain colored cars. Well, Ford has been around for over 100 years and have been going strong in this multi-billion dollar industry. In particular Ford’s F series line of trucks have been the best selling truck for the last thirty years. A reason why Ford’s series of F trucks have been so popular is Ford’s massively successful Ad campaign compared to their competitors Chevy and GM. Ford is a makerRead MoreBUS 235 marketing mix assignment1634 Words   |  7 Pagesthe automobile market are trucks, more specifically is the Ram truck. Dodge Ram has been around since 1981. Truck sales have hit an all time high since 2007 proving that fuel prices are not affecting sales as much (Ro ss, J. 2013). The big three, Ford, Chevy, and Ram continue to fight each other in the truck selling business and have cut-throat marketing to try to be the best and on top of truck sales. Ram has gotten rid of the Dodge name and goes exclusively by Ram in an effort to get away fromRead MoreMarketing Case Study : The Ford Fiesta Case1497 Words   |  6 PagesThe Ford Fiesta Case Study analyzes Ford’s reintroduction of a B segment car, the Ford Fiesta. In early 2009, Ford initiated a marketing campaign known as â€Å"The Fiesta Movement† to generate brand awareness prior to the car’s launch in 2010, launching one the world’s first solely social media driven campaigns. The case overview reviews the question Ford was forced to answer, â€Å"How to re-enter the type B car segment?† At the time, Ford was known publicly for the F series truck lines, who ranked top amongstRead MoreMarketing Strategy And Mix Of The T 150 Truck Line1800 Words   |  8 Pagescapacities. In January of 2015, â€Å"Ford starts most comprehensive truck marketing campaign to introduce the toughest, smartest, most capable F-150 ever† (Ford Motor Company, 2014). Marketers again target the working class men who depend on reliability, durability, and capability. Ford bombards the television ads, radio talk shows, consumer websites, print ads, and Hispanic sports competitions with information promising toughness. On the first day of the campaign, Ford placed three television commercialsRead MoreMarketing Plan For Ford Motor Company1900 Words   |  8 PagesMARKETING PLAN FORD MOTOR COMPANY By: Candyce Watson Final Report 05/11/2017 Five Year Marketing Plan for FORD, Inc. Executive Summary The Ford F-150 offers a model of truck that has high-strength, military-grade, aluminum alloys in its body, a new design and smart standard technologies. We want consumers to see that the F-150 can bring excitement, durability and the whole new meaning of built Ford Tough. We also want our target audience to see that we can still dominate the competitionRead MoreSituation Analysis/Target Market Identification Report for Ford Falcon Ute5395 Words   |  22 PagesMark:____________________________________________________ Lecturer/Tutor who marked: __________________________________________ CRICOS (Perth - 00301J) (Sydney - 02637B) TABLE OF CONTENTS Situation Analysis/Target Market Identification Report for Ford Falcon Ute. ................................................ 3 1.0 Situation Analysis/Current Marketing Mix .........................................................................................................3 1.1 1.2 1.3 1.4 Current Product Read MoreSituation Analysis/Target Market Identification Report for Ford Falcon Ute5380 Words   |  22 PagesMark:____________________________________________________ Lecturer/Tutor who marked: __________________________________________ CRICOS (Perth - 00301J) (Sydney - 02637B) TABLE OF CONTENTS Situation Analysis/Target Market Identification Report for Ford Falcon Ute. ................................................ 3 1.0 Situation Analysis/Current Marketing Mix .........................................................................................................3 1.1 1.2 1.3 1.4 Current Product

Relationship between Organizational Culture and Leadership Behavior

Question: Discuss about the Relationship between Organizational Culture and Leadership Behavior. Answer: Introduction This Reflexive research report presents the discussion of mine leadership journey and key events that contributes in development of mine leadership skills. Along with this, it also represents the MyersBriggs Type Indicator test to assess mine personality or leadership style. It also presents the feedback of my colleague on my leadership journey and feedback on colleagues journey. In addition to this, it also discusses about the influences of organisational and national culture on mine perception for effective leadership. It also presents a communication skills plan to build relationship and mentoring the functions and cultures. Apart from this, this reflexive research report also discusses the leadership theories and models to understand collected feedback. I think that leadership is process of leading to others for achieving the common or individual objectives. In other words, it is ability of leader to inspire the others beside the organisational or leaders goals. In this way, my leadership journey started when I was working in an organisation, within a group. During, working with team I have learned lot of things through participating in workplace and business events. In organisation, our group organises different events and I have got the responsibility of these events and to lead all my group members. At the time of organising the events I have faced that some time I was not able to make quick decisions and managing all event activities. In this way, my team member supported to me that how we can effectively manage these issues, which helped to me in development of my leadership skills. During the team work I have learned that through reviewing the performance of event and getting the knowledge about how to manage workplace activit ies, effectiveness of event can be measured. Along with this, team members helped to me in development of mine decision making and leading skills. MBTI test for personality or leadership styles assessment MyersBriggs Type Indicator test is a tool of assessing the personality and leadership styles. This tool includes the introspective self-report questionnaire that help an individual to measure his/her personality and leadership style. MBTI test was developed by the Katharine Cook Briggs and Isabel Briggs Myers. This test method helps in identifying the different key areas of doing things such as taking information, making decisions, directing and receiving energy, and approaching outside world (Schultz and Schultz, 2016). Therefore, this assessment tool helps to me in assessing mine leadership style that which type of leadership style I have. The assessment of mine personality and leadership skills is as follow: On basis of personality style assessment test, it is analysed that my personality type is ESFJ that means Extraversion, Sensing, Feeling, and Judging. This type personality is also known as Consul Personality. This personality type represents that I takes mine responsibilities vary dependable and seriously to do thing in right way. At the same time, this assessment test represents that I am cheerleader and can forward my team effectively to fulfil the goals and objectives. It also represents that I can influence mine Diplomat relatives through establishing the relations with them and by the help of laws. Further, it means I respect the hierarchy and do best for the self positioning with authority that allows to me in keeping the things organised and stable for the benefit of everyone. As per this type personality, I am always ready to talk with people and when someone of me in tension then I try to resolve theres problems and difficulties. Feedback from a fellow student or colleagues on my leadership journey I got feedback from my colleagues on leadership journey of mine that what they think about my leadership skills. The collection of feedback helps to me in getting information that what is my strengths and which skills of mine people like and what are my weaknesses. In this way, I collect the information from one of my colleague that what area of my leadership are effective and what areas are weak for leadership. He told to me that my leadership skills are effective but there is some areas of my leadership style are weak. He said that I am efficient in inspiring and motivating to others to achieve leaders or organizational goals. Along with this, my relationship building and communication skills are effective, which influence to other people beside me. At the same time, I am also powerful in building the quick decisions and analysing the issues that helps to me in development of my leadership skills more and being an effective leader. But at the same time, some skills of me are weak w here I have requirement of development such as team managing, Risk management, and Emotional control. During the leadership journey of my colleague I have analysed that there are different strengths of my colleague and weaknesses that make difference between us. The quick decision making power of mine colleague is very powerful as during the organisation event when I face the problem then he support to me in building decision for the success of event. Along with this, my colleague is also efficient in risk management and time management that support our team or me in managing possible event risks effectively. Further, my colleague is also powerful in building the relationship with others that influence others beside him. But at the same time, motivating and inspiring to others skills of my colleague is weak he cannot inspire or motivate to others. Apart from this, Communication skills of my colleague is weak that affects the growth of my colleague as it is the requirement of current scenario that communication skills of a leader should be effective that can influence others or team m embers effectively. Impact of culture on effective leadership Organization culture refers to the beliefs and values which exist in the perspective culture. The cultural dilemma affects the leadership style significantly in an organization or a group in which the people belongs to different culture (Tsai, 2011). As I have also worked in different organization where I got familiar with every type of people and the culture was major aspect to split into group. Culture is a social phenomenon which delivers the rules to behave in an organization pleasantly. Further, the core values derive from the leadership style of leaders to evolve. I experienced that national and international culture has divers range of styles behaviour and rules are followed to embrace the leadership practice in effective manner. On the other hand, a dynamic leader can influence and transform the organization culture as lenient organization through which staff of an organization got affected and work better than previous performance. Along with this, a supportive and open cult ure organizational environment motivates and persuades the human resource to give his or her best. In our group, I was with 6 different national wide people and their culture and behaviour was also different to learn the new styles of leading the people. I got that the goal focused leaders are successful in different culture and nature of environment. Evaluation of communication skills for relationship building Communication skill is the heart of a leaders cognitive style and behaviour to lead the human resource in best manner. Lacking in communication skill is the most challenge for leaders to adopt the best leadership styles in organization and get the desired outcomes (Barker, 2013). Todays leaders have lots of opportunities to build the strategy and gain the communication skills because it is most qualitative aspect for the leaders to develop for active participant in organization success. Communication has significant impact on the relationship, organizational functions, culture and disciplines. Further these skills has perceived within a culture. I am lacking in some communication skill so that I feel to develop and apply on my behaviour to embrace. This is the communication development plan to build the communication skill strong. I also followed this plan to improve the communication skill n best way. Further, the habit of listening habit enabled me to understand the issue at that time which is required to build the relationship in organization with cross cultures people. Leader should have the skill to maintain relationship with colleagues. Along with this, face to face communication skills also improve the conversation and association with people in organization or group (wfm, 2011). At the same time, mentoring is the key function of leaders in an organization so it needs to be done effectively. In addition, co-ordination with team supports the leaders to control the subordinate and enhance the efficiency of team work. Reflection of theories and model for effective leadership Theories and models are the thumb to building the leadership more demonstrative but the nature has shifted towards the personality based leadership trait. Apart from this, theories and models are the best practices to develop the leader. At the same time, the theories come under the three aspects such as leadership as relationship, leadership as personality trait and as behaviour. The great man theory states that the leadership styles and behaviour is inherent or the leaders are born not made by the external experience (Sharma and Jain, 2013). I am not fully agreed with this theorist because somehow it happens where the leaders are born but most of the research describes that leaders are developed through enhancing the skills and abilities of person. From the contingency theory it has been experienced that the situation in an organization builds and creates the effective leaders which I consider as the best approach to quantify. Along with this, the situation theory focused on the ci rcumstance based style to adopt for decision making. I think it suits best to the successful leaders when they take productive decision for organization. From the application of situational it is assessed that a situation creates the relationship with subordinates and it assists the leaders to influence the followers easily. Evaluation of my strength as leader and leadership style and development areas From the reflection aspect I have many leadership skills to effectively motivate the people to get the desired objectives. With this, I possess the dominant communication skill to easily share the information to the followers for being focused on objectives. Further, I have an experience to manage and co-ordinate the group of team because my organization provide the opportunity to take forward to lead the event. With this I can take the decision on situation based which adds value in my personal development. Self awareness and emotional intelligence and takes effective measures to enhance EQ Self awareness and emotional intelligence are the common states of perception for different aspect of a leaders qualities. Emotional intelligence is a cognitive style to think better and enables the leaders to learn and understand easily (Russell, 2015). I experienced that high emotional intelligence maintain the interpersonal relationship with subordinate and vertical functional leaders. Further, I found that emotional intelligence has an impact on performance. Measuring the EQ by 3600 model: Emotional intelligence can be measured by the 3600 model. The model emphasize on the evaluation of intelligence which are a leader have. From this test the emotional intelligence can be measure easily. In this test the questionnaire is filled by the known of us. Further the people who are subordinate and colleagues they give feedback about the personality trait and leadership style. Conclusion From the above reflection research it can be concluded that reflection is a best way to conduct the self awareness using different questionnaire. It can also be concluded that MBTI test is useful for evaluating the type of leadership personality which I have as consul. It is also assessed that culture and communication impact leadership practice significantly. In addition, a communication test is helpful to enhance the communication skills for leader. With this, it can also be evaluated that the emotional intelligence can be measured by the 3600 test. References 16 Personalities, (2017) CONSUL PERSONALITY (ESFJ, -A/-T) [Online]. Available at: https://www.16personalities.com/esfj-personality (Accessed: 25 March, 2017). Barker, A. (2013) Improve Your Communication Skills. UK: Kogan Page Publishers. Russell, L. (2015) Leadership Training. UK: Association For Talent Development. Schultz, D. and Schultz, S. (2016) Theories of Personality. USA: Cengage Learning. Sharma, M. and Jain, S. (2013) Leadership Management: Principles, Models and Theories. Global Journal of Management and Business Studies. 3(3), pp. 309-318. Tsai, Y. (2011) Relationship between Organizational Culture, Leadership Behavior and Job Satisfaction. Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3123547/ (Accessed: March 25, 2017). Wfm, (2011) Communication Skills for Healthy Relationship. Available at: https://www.wfm.noaa.gov/workplace/EffectivePresentation_Handout_1.pdf (Accessed: March 25, 2017).

Why Every Writer Needs to Understand the Marketing Funnel

If you want to create content that gets results, you need to make sure it connects with readers. This means writing content that potential customers would be looking for at the right time in their buying journey. For example, a salesy message that pushes readers to buy when they don’t know anything about a company or product is probably not going to be very effective. However, that same message could be incredibly effective when the reader is already seriously considering a purchase. To create content that answers the questions readers have at particular points in their buying journey, you need to map out your content strategy in parallel to the marketing funnel for a product. Free Actionable Bonus: Get the complete guide Creating Content for All 4 Stages of The Buyer Journey Defining a Marketing Funnel While every business may have some unique nuances in their customer buying journey, they all follow a general awareness, consideration and conversion track. If you or your client doesn’t already have a good idea of the sales funnel you’re writing for, try to get a hold of website analytics to see where people are coming from, what content they are interacting with most, what they do after reading and how they are navigating toward a purchase. The type and composition of your content is going to be different at each stage and it’s important to know what works best in general and what will work best with your particular target readers from getting their initial attention to securing a sale. Top of the Funnel: Awareness During this initial stage of the funnel, brand awareness is a major goal. So, you’re looking to catch people’s attention with something they would like to know that’s related to the product but not necessarily all about a product. Usually, you’re trying to educate and establish a company as a trusted brand in the space. Middle of the Funnel: Consideration When a reader is interested in possibly purchasing your product, they’ll want to know more details. This is the ideal time to give more specific information showcasing a product’s value through case studies, testimonials, product information sheets and detailed how-to content. You want to show the reader that the product can provide solutions to their issue and you want to demonstrate how your offer differs from the competition. Bottom of the Funnel: Conversion The moment of truth! A prospect knows the value of a product and is ready to become a customer. At this point, it’s time to alleviate any remaining hesitation. This is where you want to reinforce the value being offered, address any risks that might be bothering the shopper and create a sense of urgency with your call to action. This is where many offer free trials, discounts and limited-time offers to minimize the perceived risk of purchasing. Security seals, ratings and testimonials are all helpful in securing the trust to hit check out. Putting it All Together When it comes to marketing content, there’s no such thing as a one-size-fits-all approach. It’s important to tailor content for each stage of the marketing funnel, providing readers with the information they need as they move forward in their buyer’s journey. When you understand your audience and know what they may need to hear, you can help move your readers deeper into the funnel and turn more prospects into customers.

How to Make a Strong Argument in a Cause and Effect Essay on Pork in the Middle East

How to Make a Strong Argument in a Cause and Effect Essay on Pork in the Middle East When you are tasked with making a strong argument in a cause and effect essay on pork in the Middle East, are a few key components that you need to follow. Introduction Your introduction is where you present the strong argument you plan to make in your cause and effect essay on pork in the Middle East with the thesis statement. The first key component you should follow when crafting a thesis statement for a cause and effect essay is to understand the purpose of the cause and effect assignment. In most cases here your goal is to present either the cause of something or the effect that something has but not necessarily both. Only in rare instances will your teacher ask you to supply both the cause of something and the effects it had. The second thing you should follow when making a strong argument in a cause and effect essay on pork in the Middle East is that the thesis statement functions in exactly the same way here as it would in any other writing assignment. For this particular task the goal of your thesis statement is present to your reader. The key subject youre going to cover in such a way that it requires only one sentence. Your goal is to explain to the reader not just the background for your topic but why your topic is relevant, important and what your findings are going to add to it. Conclusion The conclusion is equally important.   The conclusion serves a very distinct purpose and that purpose is to provide your reader with closure when making a strong argument in a cause and effect essay on pork in the Middle East. In tandem with your introduction, this is typically one of the more difficult components to write whenever students sit down to complete a project. The body content is often easier to compose, but the body you have requires a frame and the introduction works in tandem with this ending to provide that frame to your ideas and your thoughts. The purpose of this area is to provide a bridge for your reader to help them transition from the content they just read back to their lives. They need to understand the place your analysis fits, where it rests in the grand scheme of things and how they can understand it. Your final paragraph needs to help the reader to see why your information and your analysis actually matters to them and why they should take it to heart on ce they put your final work down. It is here that you want to anticipate what the reader will ask a question. The reader is going to ask: â€Å"So what?† Or â€Å"Why should I care?† And your job is to anticipate this and to respond to it before they have a chance to think about it. You want to tell them immediately what the main themes were in your introduction and bring those themes full circle. You want to synthesize for the reader what you presented and include a provocative quote from a reputable source or from the reading. Then close with a call to action for your reader. Hope this manual on how to make a strong argument in a cause and effect essay on pork in the middle east helps. Remember we’ve got also have 10 facts for this kind of assignment and 20 topics with a sample essay. Good luck!

See Order Instructions Please Essay Example | Topics and Well Written Essays - 250 words

See Order Instructions Please - Essay Example After researching on the potential institutions that would help in realizing my career ambitions, I settled on the Sterling College, a Kansas-based Christian college. The ideology and philosophy propagated by this institution is in tandem with my aspirations of upholding Christian values in all aspects of life. For my case, I intend to uphold the Kingdom values by pursuing a career in the field of medicine, with specialization in pediatric cancer cases. Therefore, I plan to study biology, pre-medicine and a minor in music on my way to the realization of these ambitions. With my good GPA grade of 3.8 thus far, I am considering study in any field of biology like marine ecology and zoology as the second option. Apart from concentrating on academics associated with this scholarship, I anticipate an exciting extracurricular life, especially on games and music. This is in line with my previous life where I have been involved in playing volleyball for 4 years, singing for six years in which four was spent on Honor Choir and two as a Sound master. I also consider the contribution to the community as pivotal in the life of a Christian like me. This is evident in my previous involvement, in community service where I participated for two years in Sing station, a community singing group, three years in Loaves and Fishes, a group that delivers food to shut-ins and four years in Church Youth Group. I learned about the availability of this scholarship with great excitement.

Journal 2 Essay Example | Topics and Well Written Essays - 250 words - 9

Journal 2 - Essay Example I also created time to work on my project. On the second day of the week 4, I attended a meeting with the infection control manager who offered updates on the upcoming hand hygiene campaign. During the day, I checked on the customer satisfaction rates and later worked on my project. These activities ensured that I achieved the learning objectives DNP Essentials II (Fitzpatrick & Kazer, 2009). During week 5, I spent 10 hours each day handling different tasks related to the hand hygiene initiative. The most significant activity was the installation of hand sanitizer dispensers, water and soap. Moreover, I participated in creating awareness on the importance of hand hygiene in reducing infections. In the week that followed, there was a noticeable positive effect on the hand hygiene initiative according to my assessment. This enabled me to achieve DNP Essential IV as one of the critical learning objectives. On the second day of week 6, I consulted with my preceptor and continued with the hand hygiene campaign. Notably, I also worked on my assignments (Zaccagnini & White, 2011). During week 7, I attended the infection control department meeting, which placed emphasis on the hand hygiene campaigns and its goals. In addition, I continued with other tasks of ensuring that staff members and patients adhered to the hand hygiene rules. I finished the first day of week 7 with my project after updating my preceptor concerning the hand hygiene initiative. On the second day, the infection control department partnered with the education department in a bid to increase the awareness of the hand hygiene program (Zaccagnini & White, 2011). Later in the day, I handled different tasks related to my project. Notably, all these activities have helped me to achieve DNP Essentials II and

Wine Industry Essay Example for Free

Wine Industry Essay The analysis provides information on the two international wine brands (Banrock Station and Bordeaux) that from different kinds of world wine producers, New World and Old World, enter into the same market of the United Kingdom. Also, this report analysis why these wine corporations go to oversea, why choose England, and how achieve success in England applying Global-Local Model to judge which strategy the companies adopt. In addition, this report focusing on marketing. Banrock Station expands global market because of the saturate Australian wine market. The report apply the product lifecycle to explain this, and apply the object, strategy and tactic model to analysis why Bordeaux wine export internationally and why expand wine market in England in order to improve the consumption by volume and value terms and increase profits. Then, this report also explain the reasons why Banrock Station choose British market by PESTEL model, and analysis political, economic and law aspects in detail. Banrock Station Company focuses on the innovation which involves conservation projects and Eco-mate packaging to sustain its competitive advantages. Nevertheless, Bordeaux wine choose standardize more than adapt in two specific areas: promotion and product. 1. Introduction . The worldwide wine industry is divided into two parts: Old world and new world. Old world wineries are Characterised by long-established and relatively unchanging methods and location of wine production mentioned by Glenn and John (2009). France, England, Italy, Germany belong to Old World wineries. On the contrary, the New World wineries appreciate new technology and non-natural chemicals. Australia, New Zealand, North America, South Africa, Chile and Argentina are named New World wine makers (Anderson, 2003). Banrock Station is located in Kingston-on Murray, in South Australia. Banrock Station was set up in 1994, as one part of Hardy Wine Company (Natures a big winner at the station, 2005). The property of the company includes approximately 1,068 hectares of floodplain and wetland, as well as 307 hectares of woodland buffer. Today, Banrock Station, not only is one of the most well-liked brands in Australia, but also is the label which is growing fast in the United Kingdom. In addition, this company exports wines to more than 50 countries in the world, such as the United States of America, Italy, Canada, Japan, France, Spain and China. Bordeaux wine is a global brand from France. In the Bordeaux vineyard, there are 60 Appellation dOrigine Controlee (AOC), which is judged the largest French A. O. C wine region. Bordeaux wine comprises numerous popular wine brand, for instance, Malbec, Merlot, Cabernet Sauvignon, Cabernet Franc and Semillion. Each Bordeaux wine has its own character. Blending drives persistent flavour and overall quality. In the case of aromas, hundreds of active molecules in the wine interact during the blending process to create a new wine with a complexity, delicacy, and richness that surpass by far the simple addition of the characteristics of each of the assembled wines (http://www. bordeaux.com). 2. The Reason for going oversea and entering British wine market Now, Australia has been the fourth largest nation exporting wine, followed by France, Italy, Spain, and the UK is the biggest nation where Australian wine export (Australian wines in the British Wine Market, 2004). As seen from the graph 1 of the Product Lifecycle, in 2007, the Australian wine market go into maturity stage. Consequently, the Australian wine corporations are all face this problem, of course, including Banrock Station. First of all, it confronts fierce competition in domestic market, because there are over 60 regions producing wine, for instance, Barossa Valley and Eden Valley in South Australia, Hunter Valley and Cowra in New South Wales, Granite Belt and South Burnett in Queensland, Derent Valley and Coal River Valley in Tasmania, Goulburn Valley and Geelong in Victoria, and Blackwood Valley and Peel in Western Australia (A+ Australian Wine, 2011). In addition, the competitors come from other countries also effect the Banrock Stations sales, such as Constellation Brands from America, Malivoire Wine Company from Canada, Bordeaux Wine from France, Tenuta Monte Rosola from Italy, and Esteban Martin from Span. France is a well-known wine country in the world. According to the report named Wine in France (2010, 2007), in 2006, The French wine market grow by 1. 6% to reach a value of $35. 1 billion, in contrast, this market just grow by 0. 2% in 2009, these statistics show the growth of French wine market is very slow. Therefore, for the local companies, the space of development is small and it is also difficult to increase the companies consumption and income. In addition, both domestic and global market, New World wineries have pounded the French wine (Superleague bouquet, 2003). Because of this and France is considered to the empire of wine by the consumers worldwide, the competition in France is very intensive. In terms of global wine trade, the percentage of New World wine has increased from nearly 5% to exceed 28% during last 2 decades (Rothfield and Wittwer, 2008; IWSR, 2008). This paragraph apply PESTEL model to explain why Banrock Station Company and Bordeaux wine entry to Great Britain. For Australia and France, England, as one of the largest wine market, is keeping stable developing. In 2003, the Great British wine market went up by 2. 9%, reaching a value of about $10 billion, and this raised by 3. 1%, achieving a value of nearly $11 billion(wine in the United Kingdom, 2004 2010). The industry profile of wine in the United Kingdom (2010, May) reports that thanks to the undesirable climate for planting grapes, although there are few vineyards in the country, the United Kingdom imports the mass majority of wine from foreign wine makers. In 2003, the wineries in the UK produced only 10. 20% of the market share in their own country (Wine in the United Kingdom, 2004). By comparison, there is few things agitating by French and Australian wine makers toward nature climate and soil where grows vine (Unleash the war on terroir, 2007). Also, the stable economic and political regulatory environment and the government policy of generally opening to the trade and investment contribute to building a really low risk environment to do business and low barriers to entry this wine market throughout England. In France, however, the government has imposed a ban on oversea takeover bid for the companies. Besides, the Risks to Realization of Potential Returns rating refers to how risky an investment in the food and drink industry of the country is, according to Business Environment illustrated. The Risks to Realization of Potential Returns rating of the UK is higher than France (United Kingdom Food Drink Report, 2009). As a result, it is much easier and more safe to enter British market than in France for Australian companies. In the 1970s, the new laws give the local England supermarkets the rights to sell wine; this increase the consumption of oversea wines in Great Britain, especially the New World wines (Anderson, 2003). For example, it is legendary that, since 1960, the per capital wine consumption of Australia has grown up twice every decade in the British wine market (Rothfield and Wittwer, 2008). 3. Strategy analysis. 3. 1 Innovation of Banrock Station in Great Britain Compare to other wine companies, like Jacobs Creek and Nottage Hill, Banrock Station is a special one, because it not only is a wine maker, but also has a responsibility for ecological conservation. The Good Earth, Fine Wine is Banrock Station slogan (www. banrockstation. com), and this perfectly contains this companys two essential commitments: one is the contribution to the sustainable environment, for example, one of the conversation projects is named Eden project cooperated with the UK tell everyone how people can make contribution to protecting environment everydady (www.edenproject. com), the other one is the production of good quality wines. The core of companys promotion activity is donating conservation works. According to Pritchard Chris, the company announced Banrock Station has contributed A$1 million (C$880,000) to preserving and rehabilitating the wetlands all over the world, recently, and supporting a information centre for the Wild Bird Trust of British Columbia to organize and manage the data of avian, which is a perfect evidence. According to the journal article of Charity alliances reap rewards, Banrocks ? 125,000 sponsorship has financed wetland rehabilitation and exhibits at WWT Centres, as well as 10% of the costs of monitoring and maintaining 1700 hectares of wetlands in the UK. These help Banrock Station to reap the reward and enhance the image of the brand from both old consumers and potential consumers, for instance, as a grocery brand, Banrock Station has become the sixth fastest expending in the Great British (Charity alliances reap rewards, 2002). Rebecca Hopkins who is a spokesperson of Banrock Station, states We have successfully positioned ourselves as a brand that cares about the environment, and it is obvious that people like that. The corporation has involved in nearly 100 conservation projects throughout the world, this is real evidence, not just talking (Pritchard, 2002). To be an environmentally friendly business is wise means to increasing the reputation of the company. Moreover, Banrock Station Company focuses on the high-technology, as a New World winery. Today, Banrock Station uses Eco-Mate which is a new environmental package. There is an increasing number of customers concentrating on convenience. Therefore, the predominant character of EcoMate is convenient means it is easily to squeeze out the air and retain wines or other things (such as fruits and vegetables) fresh, lighter as well as, because of its weight is only 1033 grams, compare to a liter of bottled wine, is 60% lighter. Because of this, it is helpful to reduce the cost of package and transport cost. When the cost is down, Banrock Station can easier to maintain competitiveness. In addition, it is 100 percent recyclable and is totally made of renewable materials. According to Miriam Leenders, who is the Global Marketing Manager of Banrock Station, the company is focus on the environmental conservation projects. As well as he claims, It was a natural progression to give our customers the choice to buy our wine in an enviro-pack(Ecomate makes Banrock Station even leaner and greener). 3. 2 Standardization of Bordeaux wine in Great Britain From the graph 2, it can be know that Bordeaux wine adopt cost leadership strategy, and standardize more than adapt in th UK. This part discuss why Bordeaux wine like to standardization in British market, particularly in two parts of marketing mix: promotion and product. Firstly, looking at the promotion. As Bordeaux wine is positioned internationally a luxury wine brand, it is considered an expensive wine by both French and British customers. What is more, there are three main distribution channels in France, which are supermarket and hypermarkets (with 49. 10% of market share by volume in 2009), on-trade channel (with 32. 70% of market share by volume in 2009), and specialist retailers, at 14. 3% (Wine in France, 2010). The story of distribution channel in British wine market is similar to the Frances. Meanwhile, the leader of distribution channel of that is also supermarket and hypermarkets, presenting 48. 10% of market volume. On-trade channel accounts for 18. 70% share of total volume, which followed by the specialist retailers, with 23. 60% share (Wine in the United Kingdom, 2010). Thanks to the similar product position and distribution channel between France and Great Britain, it can save cost of promoting products if standardize the promotion strategy, although there is a few of difference between them. Move to product of marketing mix, Old World constraints of strictly controlled appellations and wine making practices, Anderson (2003) says, in comparison, New world producer are free from this (like Banrock Station). As a consequence, it is more difficult to meet customer need for Bordeaux wine. Standardization of product is the direct and good way to save cost because the company can use same machines and employ same kind of works. These reasons contributing to Bordeaux wine export same wine products to the UK market. 4. Recommendation Facing lots of competitor, for Banrock Station, it is wise to make whites and reds go green which means the company focuses on environmental achievement and corporation social responsibility, this influenced by the Australian business guide which is Green is gold and has succeeded far beyond expectations for the brand, especially ture in Australia. Innovating EcoMate package is a good example. Because of this, the company sets up an environmentally friendly example among consumers, which will also add value the products and increase the brand reputation. A simple SWOT analysis gives the information that one of the strengths of Bordeaux wine is its brand (Stuart and Smith). Being an Old World wine producer, Bordeaux wine has a long history of making wine and has a good reputation. Therefore, Bordeaux wine can maximum the strength, such as in the package, make the brand name bright to attract consumers, then achieve more profit. In order to counter the growth of Old World, it is the time to give up the age -old production methods (Carol, 2010). References: Anderson, K. (2003). Wines New World. Foreign Policy, 136, 46-54. Australian wines in the British Wine Market: A Hedonic Price Analysis. (2004). Retrieved from http://0-web. ebscohost. com. library. newcastle. edu. au/ehost/resultsadvanced? sid=79c09e98-6add-4a64-ab77-252566211746%40sessionmgr4vid=5hid=15bquery=(UK)+and+(wine)+and+(supermarket)bdata=JmRiPWJ0aCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl A+ Australian Wine. (2011). Wine Regions. Retrieved from http://www. apluswines. com/en/wine-regions. aspx Charity alliances reap rewards. (2002,July 18). Marketing (00253650). Carol, M. (2007, April, 9). Bordeaux goes to the lab. Business Week (00077135) Ecomate makes Banrock Station even leaner and greener. (2008, Apirl). Food Magazine, p. 18. Glenn, B. John, O. (2009). Old World, New World, Third World? Reconceptualising the Worlds of Wine. 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